Margaret Trowell School of Industrial and Fine Arts (MTSIFA) Collection

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https://dissertations.mak.ac.ug/handle/20.500.12281/6631

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Browsing Margaret Trowell School of Industrial and Fine Arts (MTSIFA) Collection by Subject "Advertising"
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    Photography in advertising clothing business and its impact on consumer purchase decision making
    (Makerere university, 2023-06-12) Nazziwa, Catherine
    The research employed a mixed-methods approach, combining quantitative surveys and qualitative interviews. The quantitative phase will involve surveying a diverse sample of clothing consumers to gather data on their perceptions of clothing advertisements, the influence of photography, and its relationship to purchase decisions. Additionally, qualitative interviews will be conducted to gain in-depth insights into consumers' emotional responses, visual preferences, and perceptions of authenticity in relation to clothing advertisements. The expected results shed light on the significance of photography in advertising clothing businesses and its influence on consumer purchase decision making. Findings will contribute to the existing body of knowledge in marketing and consumer behavior by highlighting the specific visual elements, aesthetics, and emotional triggers that can effectively capture consumers' attention, elicit positive perceptions, and ultimately drive their purchase intentions. The implications of this research are twofold. Firstly, it provided clothing businesses with practical recommendations on how to optimize their use of photography in advertising to effectively communicate brand messages, build positive associations, and ultimately increase sales. Secondly, it will offer insights to advertising agencies and photographers on the key factors that resonate with consumers, helping them create compelling visual content that aligns with consumer preferences and motivations. In conclusion, this research report aimed to investigate the impact of photography in advertising clothing businesses on consumer purchase decision making. By understanding the role of photography in shaping consumer behavior and preferences, businesses can refine their advertising strategies to better engage with consumers and utcomes. This study aspired to contribute valuable insights to the field of advertising and consumer behavior, ultimately benefiting clothing businesses seeking to maximize their advertising effectiveness