The Effect of Product Placement Strategies on Customer Behavior: A Prospective of Foote, Cone and Belding (FCB) Grid Model

This paper explores the effect of product placement strategies on customer behavior in Chinese context and results will help companies China select appropriate marketing to achieve sustainable development. Following Foote, Cone Belding (FCB) grid model, we construct a difference model which products are classified into four types, namely High Involvement/Thinking, Involvement/High Feeling, Low Feeling. Further, conduct questionnaire survey analyze various behaviors, including awareness, recognition, attitude purchase intention. The repeated measures General Linger suggest that customers accept strategies. Furthermore, among positive is more pronounced Feeling type. However, intention stable hard change. also company avoid misleading advertising design by applying effective tools terms specific types. As result, reduce financial expenditure