PROPOSAL ON CONSUMER BUYING BEHAVIOR AND THE INFLUENCE OF ADVERTISING
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PROPOSAL ON CONSUMER BUYING BEHAVIOR AND THE INFLUENCE OF ADVERTISING
Project overview
Advertising is a method of communication that encourages an audience to make purchasing decisions about a product or service while also communicating information to viewers. It is seen as a critical component for market and business growth (Ryans, 1999).
Advertising is typically a paid form of exposure or promotion by a sponsor that is delivered via various traditional media such as television, newspapers, commercial radio advertisements, magazine mail, outdoor advertising, or modern media such as blogs, websites, and text messages (Ahmed and Ashfag, 2013).
The primary goal of advertising is to influence purchasing behaviour; this impact on a brand is frequently changed or reinforced by people’s memories. In the consumer’s mind, associations associated to the brand name generate memories about it (Khan, 2012).
These brands continue to affect consideration, appraisal, and ultimately purchases (Romaruk and Sharp, 2004). Consumer purchasing behaviour has always received significant attention and space in the literature research of the effects of advertising on its efficacy (Ajzen, 2002).
Most of the time, customer purchasing behaviour is determined by the buyer’s liking or dislike of the advertised goods (Smith et al., 2006). A good quality advertisement is likely to influence customers into buying that goods, whilst low quality advertisement will do the reverse.
2.The Objective of the Study
The following objectives will be examined:
To determine the relationship between advertisements and customer purchasing behaviour.
To determine the relationship between advertising and increased sales and profit levels.
To determine the relationship between advertisements and customer buying perception.
RESEARCH QUESTION:
The following research questions will be addressed:
What is the correlation between advertising and customer purchasing behaviour?
What is the relationship between advertising and increased sales and profit levels?
What is the link between advertising and customer purchasing perception?
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