THE EFFECT OF DIFFERENT MARKETING MESSAGES ON YOUNG ADULTS' PURCHASE DECISIONS

Abstract

The impact of different marketing messages on consumer purchase intention and perceived product quality was examined by this exploration. Two survey forms were employed, one emphasizing the product's popularity and the other highlighting its unique features. The study aimed to determine if distinct marketing approaches impacted purchase intention and perceived quality differently. Statistical analysis using parametric and non-parametric tests revealed a difference in average purchase intention scores among the groups which was different statistically. Participants exposed to the survey highlighting unique features displayed a higher inclination to purchase, suggesting this messaging strategy might be more effective in driving purchase intent. Interestingly, the analysis did not reveal a statistically significant difference in perceived quality scores based on the type of marketing message presented. This implies that both approaches likely convey product quality equally well to consumers. These discoveries offer significant bits of knowledge for marketing professionals who are looking to optimize themessaging strategies. While highlighting unique product features might be moreeffective in boosting purchase intent, both marketing messages appear to have a similarimpact on consumers' perceived quality of product. Further explorations with sample sizes or larger number and potentially different product categories could provide more generalizable insights.