A pilot study that revealed the relationship between product placement practices and consumer's purchase intention

Firms use the advertising channels in order to promote products and their features among the consumers. Advertising is the most effective method to reach the consumers. But nowadays firms have been searching for more effective ways of communication due to the recent raise in the competition between the companies. For that reason one of the new method is product placement. This research aims to analyze the relationship between product placement practice and consumer's purchase intention within internal and external factors. The scope of research includes 420 university students who are being educated at Cukurova University central campus. According to the results of the research, the attitude of the university students are generally negative on product placement. However there are several exceptions that people shows positive attitude, such as clothes, shoes and fashion products. The findings show that there is a positive relation between student's attitudes towards product placement with apperance enhancement and brand consciousness. However individual differences among the student such as self monitoring, purchase intention and television watching frequency have no impact on product placament attitudes. Also there is no differences between student's product placement attitude with gender and income.