პროდუქტის განთავსებისადმი ქართველი მომხმარებლების დამოკიდებულება

Abstract

The article explores the role of product (brand) placement in modern business. The primary factors analyzed in the study include the acceptance of product placement, brand awareness, attitudes toward brand, and purchase intention. By conducting marketing research, the study identifies the opinions of respondents concerning traditional advertising and product placement. Through regression analysis, the study determines statistically significant values that demonstrate the connection between the acceptance of placed brands and brand awareness, as well as the impact of these variables on brand attitude. Additionally, the article establishes how the attitudes of Georgian consumers toward brand influence their purchase intentions. Keywords: Product placement, consumer behavior, marketing research.