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presentation
Study on
“Impact of advertising on consumer
buying behavior”
Keywords
Impact of Advertisement, Consumer Awareness,
Consumer Perception, Consumer Buying
Behavior
Introduction
A company can never be a leader in the market unless they invest lots
of their budget in their promotional strategies. Advertisement is part of
promotion mix strategy of a business. Because to be successful and for
being a leader an organization has to promote its product effectively
so as to create its awareness as well as to induce them to buy.
Advertisers are using different techniques to effectively convey
commercial messages to create purchase decision. Hierarchy of effects
model often used to assess the effectiveness of advertisement and is a
series of steps such as, attention, interest, desire and purchase decision
.
Objectives of the study
The main objectives of this study is to identify the level of
influence of advertisement on consumer buying decision.
Secondary objectives
I. To identify the advertising media that gets the attention of
consumers.
II. To know what types of advertisement attracts the customer most.
III. To identify how the advertisements change/influence the
purchasing behavior of the consumer.
Statement of Research Hypothesis
Consumer
Awareness
Impact of Consumer Buying
Advertisement Behavior/Decision
Consumer
Perception
Materials and Methods
Male
88% 12% 12%
Female
Abstract
Media
46%
31%
11%
9%
3%
20%
COMPARATIVE
28%
PURSUASIVE
52%
INFORMATIVE
Statistical Analysis
Descriptive Statistics
Mean Std. Deviation N
Effect on Buying Behavior 3.5920 .77063 100
Statements/ Impact of Advertisement
4.0657 .53004 100
on a Product
Impact of Advertisement to Create
4.0925 .65100 100
Consumer Awareness
Impact of Advertisement to create
4.1750 .50273 100
perception
ANOVAb