Role of Celebrity Endorsed Advertisements on Purchase: A Comparative Study of Two Brands in Oman Television

Advertisements help in communication and play a significant role in influencing the purchase behavior. The aim of the study is to identify the advertisement influence on purchase, celebrity recall and the association of celebrity recall, awareness and purchase. Two celebrity endorsed television advertisements are selected for this study. One advertisement is for the product A’Saffa chicken endorsed by Omani Chef Isaa Al-Lamki. The second advertisement is Ooredoo telecommunications endorsed by Omani football player, Ali Al-Habbsi. A sample size of 240 youths is collected randomly from Nizwa College of Technology, Sultanate of Oman. The study findings proved that there is a significant relationship between celebrity recall and purchase influence of A’Saffa chicken. There is no significant relationship between celebrity recall and purchase influence of Ooredoo. There is a significant relationship between awareness and purchase influence for A’Saffa and Ooredoo products. Keywords: television viewership, celebrity recall, brand awareness, purchase influenc

Factors Influencing the Purchase Decision of Smartphone Users in Sultanate of Oman

Smartphones have become the daily necessity among people. People always look for the new model of smartphones, and the trend of changing smartphones is still very strong. The purpose of this research is to study the factors affecting the purchase intention of smartphones in Sultanate of Oman.  The study has chosen seven variables to study the relationship between brand name, price, product features, convenience, dependency, social influence and purchase intention. An online questionnaire was adopted to carry out the study. The content of the survey included demographic factors and questions based on each variable. A sample of 51 responses are collected. It is concluded that the purchase decision has no significant relation between gender and age. It is proved that purchase decision of smartphone by Omanis is influenced by price, product features and social influence. Brand name, convenience and dependency has no impact significant impact on the purchase decision. Keywords: Brand name, Price, Product features, Convenience, Dependency, Social influence, Purchase intention. DOI: 10.7176/JMCR/72-04 Publication date:October 31st 202

An Empirical Study of Assertiveness Among Business Students: A Case Study of Nizwa College of Technology, Sultanate of Oman

Increasing assertive behavior becomes an expression of person’s feelings. Learning assertive techniques are considered as tools for coping skills with a variety of life stressors. The aim of this study is to assess the types of assertiveness and to measure the degree among the higher education students. A sample of 102 advanced diploma students in business department from Nizwa College of Technology, Sultanate of Oman is taken for the study. The analysis revealed that 52% of the advanced diploma students exhibit assertive behavior and 19.6% are in the aggressive level. HR specialization students show more of assertive behavior than others. There is no significant relationship or association between stages of assertiveness behavior across specialization of students and gender. Marketing specialization students have high level of assertiveness than other specialization students. Male students also have high level of assertiveness than female students. Keywords: Aggressiveness, assertive behavior, level of assertivenes