Journal for Studies in Management and Planning ISSN: 2395-0463

Available at http://edupediapublications.org/journals/index.php/JSMaP/ Volume 03 Issue 01

January 2017

Does Advertisement influence the Consumer’s Brand Preferences

and Consumer’s Buying Behavior?
Sarfraz Ahmed1, Aqeel Ahmad2, Qasim Ali Nisar3, Muhammad Azeem4
1,2
MBA, Department of Management Sciences, University Of Sargodha, Gujranwala Campus
3
Lecturer, Department of Management Sciences, University of Sargodha Gujranwala Campus; PhD Scholar, College
of Business, School of Business Management, Universiti Utara Malaysia,
4
PhD Student, School of Business Management, Universiti Utara Malaysia, Visiting Lecturer. Department of
Management Sciences, GC University Faisalabad, Sahiwal Campus Pakistan
Email: qasimalinisar@yahoo.com

ABSRTACT

Advertisement and brand preferences play a vital role during

incremental processes of changing the consumer buying
behavior in an efficient way to boost up the performance of
any business. The purpose of this study is to determine the
influence of brand preference and advertisement on consumer
buying behavior in the general public at Gujranwala city.
Questionnaire survey method was used to collect the data by
using non probability convenient sampling technique. Results
enlightened that advertisement and brand preferences have
strong positive and significant relationship with consumer
buying behaviors. This study elaborated that teenagers are
more conscious about branded products for the sake of their
social status and advertisement play great role to shape their
buying attitudes.
Key Words: Advertising, Brand Preference, Consumer
Buying Behavior.
Introduction
Now a days in emerging and global markets the businesses
war is not condensed only to the price but the customer’s
loyalty, attraction, perception and building good relationship
are matter lots (Hassan et al., 2011). Due to industrial
development and emerging markets every business enterprise
is trying to become the market leader and makes success by
leaps and bounds. This is right thinking but complexity in the
competition may not allow the businesses to go in the right
direction in an easy way. In these circumstances,
advertisement play crucial role to solve these issues. Large
numbers of customers that are dissatisfied may become satisfy
by using right time and direction of advertisement (Malik,
Ghafoor, Iqbal, Ali, Hunbal, Noman, & Ahmad, 2013).
consumer’s behavior is not properly managed according to his
liking then advertisement process becomes to end and all
efforts become useless. Brand image assist appreciation of
customers toward a product favorably. Branded products
emphasize the loyal behavior towards the business. The
purpose of advertisement is to let slip the necessities of clients
and provide them satisfaction. To realize that goal the analysis
of the consumer’s behavior is very necessary. Without
understanding behavior of consumers, it is impossible to
determine customer’s need, requests and the variables that
may leads to their motivation (Odabaşı et al, 2005).
Advertisement is really a chief aspect in creating the buying
behavior and the brand preference. However large numbers of
obstacles may detain ad’s paraphernalia on selection of brand
and buying behavior of consumer (Lane Keller, 1987).
Advertisement plays a very important role to enhance any
entity performance because it is a proven tool for the getting
the attraction of customers. Advertisement may make an
enterprise as much flourish as it may appear on globally level.
In Pakistan due to advertisement people’s behavior can be
change in positive sense regarding to a product (Malik,
Ghafoor, Iqbal, Ali, Hunbal, Noman, & Ahmed, 2013).
Business enterprises may gain fruitful advantage by applying
the current study results of preferring and buying behavior
trend that may change due to advertisement at Gujranwala of
people belonging to all age level.

Moreover, Ajzen (2002), described that consumer’s buying

behavior every time given so much prominence as well as
space in the literature of the study likewise impact of
advertisement relating to organizational efficiency. If the

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 Journal for Studies in Management and Planning ISSN: 2395-0463
Available at http://edupediapublications.org/journals/index.php/JSMaP/ Volume 03 Issue 01
January 2017

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 Journal for Studies in Management and Planning
Available at http://edupediapublications.org/journals/index.php/JSMaP/
As through attractive advertisement campaigns, people may
prefer a brand and may create willpower of buying the
advertised product, therefore the purpose of current study is
to examine the impact of advertisement on brand
preferences and on consumer’s buying behavior.
Literature Review
Advertisement
Arens, (1996), enlightened that advertisement is may be
communication process, a social and economic process,
public relation process, marketing process and the
persuasive process of an information. As Etzel et al. (1997),
examined that marketers build public relation promote their
enterprise’s sale level and make advertising. Moreover,
according to Datta (2008), advertising is a non - personal
dispersion of a message in convincing manner about any
desired product or for other objects by using multiple media.
Multi aspects are involved in the determination of
perception regarding advertising notification ( Iljin, 2000; D.
Jokubauskas, 2003).
However the aspects that play precious role are
psychological, emotional, behavioral and cognitive.
Psychological aspects of advertisement give the signals
regarding the understanding of a unique personality or may
be for a group by applying different principles and
researching techniques (Kotler, 2003). Moreover, emotional
aspect of advertising also plays a crucial role in the
differentiation of products according to mood of users.
Emotional aspect of advertisement ensures the different
ways of presenting a product that are emotionally equipped
or suitable according to the specification of customer.
Similarly, behavioral aspect of advertisement is related to
the actual customer’s reaction. In addition, Cognition aspect
of advertising is related to perception of people’s regarding
to the information of advertisement. Cognitive aspect
includes attention, perception, thoughts, recognition or
assimilation (Jokubauskas, 2007)
Consumer’s Brand preferences
Brand preference is the propensity of behavioral trends by
reflecting customer’s predilection toward a brand.
Moreover, the brand preference is the biasness of the
behavior of a consumer relating to buying product of a
certain brand.
Furthermore, according to Markus and Zajonc (1982)
individuals’ preferences show the behavioral tendencies. If
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ISSN: 2395-0463
Volume 03 Issue 01
January 2017
the emotions of a customer match to a particular brand
offerings then he will show the more preference toward that
brand. In the same way, Ayanwale et al.,(2005) argued that
when there are large number of competitors are be present in
the market and are offering a variety of things and the
customer have different brand choices then the producers
should identify the different factors that lead to customer’s
alliance.
People prefer TV commercials and therefore business
enterprises must stretch proper consideration to attract the
customer for brand loyalty and its preference. Sharma and
Bishnoi, (2009), examined that the influence of an ad
differently attract to rural and urban teenagers. Rural teen
agers are greatly influenced by the advertisement, because
the urban teenagers only prefer those products ads from
which they consider more value than their anticipation.
Brand image is an implied tool that ensures the competitive
advantage to the company. It is the multidimensional
arrangement with the customer (Dastoor et al., 2012). It
helps to discriminate a company’s product from its
competitors. Brand image assist appreciation of customers
toward a product favorably. Branded products emphasize
the loyal behavior toward the business. In absence of brands
people will not prefer a product from another. In these
circumstances the consumer would give the equal
importance to the products of all companies. Advertisement
in such cases may be useless (Dastoor et al., 2012).
Consumer Buying Behavior
Consumer buying behavior is the emotional feedback which
become settled afterward the advertising campaign for a
product (Allen.et al., 1992). The purpose of analyzing the
consumer’s buying behavior is to examine the reason of
reacting under the specific situations in the certain ways. It
attempts to establish the factors that force consumer
behavior, especially the monetary, social and emotional
aspects which can specify the most favored marketing mix
that management should choose. Consumer behavior
examination helps to regulate the course that consumer
behavior is expected to make and to give supreme trends in
product development, attributes of the substitute
communication method (Proctor et al., 1982)
Meanwhile, consumer’s buying behavior based on the liking
and disliking of the particular products and liking and
disliking of the customer is really matter regarding the
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January 2017

advertisement of the particular product and it can change the affected by the TV ads. Moreover, another study examined
behavior of the consumer (Smith et al., 2006). that advertisement has progressive and statistically
significant effects; however, due to the factors of rural
Advertisement and Brand Preferences regions this effect becomes negative but statistically
significant on the consumers buying behavior. Furthermore,
factors of rural extent are negatively but advertisement
People select and prefer the brands on the basis advertising positively allied with the consumer buying behavior.(Fazal
and the major causes of their preferences is the strong
ur Rehman, Nawaz, Khan, & Hyder, 2014).
positively campaign of advertising (Ayanwale, Alimi,
&Ayanbimipe, 2005). One of the previous studies also
Jakštienė, Susnienė, & Narbutas (2008) explained that the
identified that advertisement has significant and positive
relationship with consumer brand preferences (Karadenóz,
Construct Mean SD 1 2 3
1987). In addition, there is a strong positive impact and
momentous relationship of advertisement and brand image 1 4.02 .48 --(.90)
Advertisement
with the consumer buying behavior (Malik, Ghafoor, Iqbal,
Ali, Hunbal, Noman, & Ahmed, 2013) and brand image 2 Brand 4.18 .51 .361** --(.82)
ultimately leads towards brand preference. Preference
3 Consumer 4.12 .43 .427** .551** --
Furthermore, Loewenstein et al. (2011) examined that Buying (.89)
Behavior
advertisers try to find the ways that will lead to achieve the
incremental consumer’s commitment tendency with brands. customer influenced by advertising through the cognitive
On the other hand, to positively shape the brand preference aspects. Theoretical base analysis of advertising identified
is really a challenging. Due to changing the life style of the three aspects behavioral, emotional and cognitive. The
people trends of advertising must be updated, but there are a survey outcomes revealed that when these psychological
number of challenges and various trends are prevail, aspects becomes under the study then customer’s
therefore the pressure on brand management and on consideration typically influenced by unsolicited mail and
marketing are increasing (Thomas, 2011). Moreover, The
ads in press. Similarly, John Deighton, (2008) enlightened
different variety of responses to advertisement for the new
products and well-known brand: An individual having a that advertising persuades the brand swapping without
positive emotional perspective led to a more progressive affecting the repeating rates of purchasing of those
attitude in the direction of advertisement, the brand and his consumers who purchased the branded products by the way.
intention will be affirmative to purchase the product of well- Switching inspiration to be generally narrowed amongst the
known brands than the new one. Similarly an individual previous and current purchase occurrences. Meanwhile,
who is belonging to non-emotional context will be run as previous studies also proved significant association between
more encouraging responses toward the new brand than
intended for well-known brand advertising and consumer buying behaviors (Farooq,
(Pelsmacker&Janssens,2005). There are number of previous Shafique, Khurshid, & Ahmad, 2015; Kumar, 2015; Mohr,
studies that identified significant relationship between Webb, & Harris, 2001). Thefore, following hypothesis is
advertising and brand preferences (Acikalin, Watson, propsed:
Fitzsimons, & Platt, 2015; Ayanwale, Alimi, &
Ayanbimipe, 2005; Cummings, Giovino, & Mendicino, H2; There is significant and positive relationship between
1987; D'Souza & Rao, 1995; Liu & Shankar, 2015). advertising and Consumer Buying Behaviors.
Thefore, on the basis of above mentioned literature, follwoin
hypothesis is proposed: Theoretical Model
H1; There is significant and positive relationship between
advertising and brand preference
Brand Preferences
Advertisement and Consumer Buying Behavior
Advertisement
Ahmad and Ashraf (2013) elaborated that advertisement Consumer Buying
campaigns has significant influence on purchasing behavior Behaviors
or buying trends of the consumer (Ahmed & Ashfaq, 2013).
In addition, Farooq et al. (2010) also proposed that comic
factor in the field of advertisement through TV ads affect
the interest, attention, desire and actions of the consumer, Research methodology
Afterwards the buying behavior of the consumer also

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 Journal for Studies in Management and Planning
Available at http://edupediapublications.org/journals/index.php/JSMaP/
The main purpose of this study is to examine the
relationship between advertisement, consumer’s brand
preference and consumer’s buying behavior. The nature of
the study is descriptive and quantitative.
Questionnaire Design:
Questionnaire survey method is used to explore these
relationships. Questionnaires is includes two sections. First
section is about to personal profile of plaintiffs or
respondents such as gender, age group, educational level,
nature of employment and length of employment. Second
section compacts with the under study variables
(Advertisement, consumer’s buying behavior and
consumer’s brand preference).
Sampling:
Data have been collected by applying non probability
convenient sampling technique and sample size for this
study was 250. All the scales used in the study were taken
from previous research.
Demographics: We circulated 350 questionnaires among
the respondents but out of which 200 questionnaires were
correctly responded by respondents.168 were filled by male
and 32 by female and with percentage of 84% and 16%
respectively. Generally respondents are belonging to the 26-
Fit Indices CFA SEM
Chi-square/df 2.99 3.01
GFI 0.94 0.95
AGFI 0.82 0.81
CFI 0.95 0.94
RMSEA 0.06 0.07
45 years group level with the highest percentage 51.5%.
After to this 46% percentage is of those respondents that are
belonging up to 25 years age group level, and 2.5%
respondents were belonged to 46-55 years age group level.
Furturemore the respondents were 24%,75.5%, 0.5%
belonged to Bachelor, Master and PHD education level
respectively.
Findings:
Table1: Descriptive Statistics
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ISSN: 2395-0463
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Mean values for Advertisement, Brand preferences and
consumer Buying behavior are 4.02, 4.18 and 4.12
respectively. Similarly the values of standard deviation for all
the above mentioned variables are 0.483, 0.515 and 0.436
respectively. Table 1 showing the correlation between the
under study variables advertisement, brand preference and
consumer buying behavior with 0.361and0.427 respectively.
Table2: Psychometric Analysis
To check the validity of the model like discriminant and
CR AVE Adv BP CBB
Advertisement 0.863 0.654 0.819
Brand Preference 0.846 0.514 0.322 0.787
Consumer
Buying Behavior 0.854 0.691 0.21 0.301 0.831
convergent the above mentioned table is picked up after
running the data in (Moliner, Martínez-Tur, Peiró, Ramos,
& Cropanzano, 2005)"Analysis of Moment Structures". The
model has the convergent validity because the values of
composite reliability and AVE are more than 0.8 and 0.5
correspondingly. As concerns to the discriminant validity its
existence is hinge on the specific conditions of the values of
AVE and correlation. For discriminant validity the values of
AVE‘s square root must be more than the correlation. AS
the values of correlation in the model are less than AVE’s
square root values so discriminant validity is existing in the
model.
Table3: Fit Indices
In Table 3 the results of fitness of model are presenting
form both dimensions like SEM and CFA. At the first place
goodness of fit index signifies the variance covariance
matrix. The variance covariance matrix is declaring that the
model is good fit because its value is more than 0.90. To
prove the fitness of the model AGFI adjusted GFI also take
part because its value is superior than 0.8 so it indicates that
the model is moral fit. The comparative fit index is being
representing by GFI and is viewing more accurate values
that are demonstrating that the model is proximate to
absolute fit because of exceeding value than 0.9. RMSEA
stands for “root mean square error of approximation”. It is
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 Journal for Studies in Management and Planning
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also specifying that the model is good fit because its value is
less than 0.10.
Table 4: Structural Model Regression Weights
The Table 4 results shows that advertisement has a positive
and significant impact on consumer’s brand preferences and
consumer’s buying behavior as (b= 0.453; b= 0.493p<0.05)
respectively. Therefore, H1 and H2 are supported.
Conclusion:
The purpose of our study was to examine the relationship
between advertisement, consumer’s buying behavior and
consumer’s brand preference. To achieve that goal method
of survey of questionnaire was adopted and responses of
respondents were collected by using non probability
sampling techniques. Results revealed that advertisement
has strong positive effect on consumer’s buying behavior.
Moreover, advertisement also has strong positive and
significant on consumer’s brand preference. In conclusion, if
advertisement campaigns properly managed then it can
generate the ambition to buy the product and will show the
positive trend of consumer’s buying behavior and brand
preference. Advertisement stays a huge marketing weapon
to get the desirability of the customer’s mind and then stay
in it.
This research can provides the better insights to the
businessmen that how they can make best marketing
strategies, find promotional tools, aware customer’s
behavior and their preferences and the level of change to
enhance the customer’s perceived value. This study can
provide the help to investors seeking for investment to
invest in the famous branded due to their preferring level.
This is the real truth that customer’s behavior and their
preferences are influenced by advertisement. So
Estimate S.E. C.R.
Brand <--- Advertisement .453 .081 .057
Preference
Consumer <--- Advertisement .497 .076 1.255
Buying
Behavior
advertisement play crucial rule to match the product with the
desirability of customers.
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January 2017

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