An Analysis of The Impact of Billboard Advertising On Determining Consumer Buying Behaviour: A Case Study On Miss Millie'S Fried Chicken

AN ANALYSIS OF THE IMPACT OF BILLBOARD
ADVERTISING ON DETERMINING CONSUMER BUYING

BEHAVIOUR: A CASE STUDY ON MISS MILLIE’S FRIED
CHICKEN
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ABSTRACT
The current research dissertation is on the topic-- AN ANALYSIS OF THE IMPACT OF

BILLBOARD ADVERTISING ON DETERMINING CONSUMER BUYING
BEHAVIOUR: A CASE STUDY ON MISS MILLIE’S FRIED CHICKEN. It aims to
analyse the strategy of billboard advertising of Miss Millie’s Fried Chicken, a famous fast
food chain in England. The research mainly concentrates on the concept and technique of
billboard advertising strategy of the supplied fast food company, which they use to shape the
purchase behaviour of their customers. In this entire process of research, the researcher
evaluates the company’s current condition, the issues it is facing and the loopholes present in
its advertising strategy. For this purpose, the researcher also delves deep into the existing
literature upon the current and related topics, so that the researcher gains a clear insight of the
study area. As the company is facing problem due to the negative buying attitude of their
customers, this research also supplies the company with some useful recommendations to
mitigate issues.
To carry out a disciplined research work, the researcher applies positive research paradigm,
deductive approach of research and descriptive design of investigation. The researcher carries
out primary research for this topic and through the primary investigation, yields a
combination of quantitative as well as qualitative data. The research uses random, probability
sampling technique for the quantitative data and convenient, non-probability sampling for
qualitative data collection. For collecting quantitative data, the researcher surveys 50
customers of Miss Millie’s Fried Chicken, whereas for obtaining qualitative data, four
managers from Miss Millie’s are interviewed. Analysis of qualitative findings is done by
explaining the transcripts of the managers, while quantitative analysis is done by calculating
response frequencies as percentages. The quantitative data is represented in tabular, graphical
and descriptive statistical forms.
The researcher found out that the billboard advertising policies of the company is not healthy
enough to attract the consumers in the market. The learner has also recommended the
development of the billboard designs through which the firm would be able to expand the
revenue growth.
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ACKNOWLEDGEMENT
It gives me immense pleasure in completing my research dissertation, titled as “AN

ANALYSIS OF THE IMPACT OF BILLBOARD ADVERTISING ON
DETERMINING CONSUMER BUYING BEHAVIOUR: A CASE STUDY ON MISS
MILLIE’S FRIED CHICKEN”. This topic has helped me gain ample knowledge on the
concepts and importance of billboard advertising and customer buying behaviour.
I want to acknowledge the assistance of all the people who had helped me complete this
research successfully. I would wish to show my gratitude towards my supervisor who had
helped me extensively in this study and without whose support; I would not have been able to
finish this research. I would also like thank all the participants of the survey and the managers
of Miss Millie’s Fried Chicken, who had sportingly participated and cooperated with me in
my investigation. Without their support and response, this study would not have been
possible. Lastly, I would also my thankfulness to my friends and classmates who have
assisted me during my research.
Thanking you all,
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Table of Contents
Chapter 1: INTRODUCTION....................................................................................................9
1.0 Introduction..........................................................................................................................9
1.1 Background of the study....................................................................................................10
1.2 Background of the company..............................................................................................10
1.3 Significance of the Research..............................................................................................11
1.4 Problem Statement.............................................................................................................11
1.5 Rationale of the Research...................................................................................................11
1.6 Research Aim.....................................................................................................................12
1.7 Research Objectives...........................................................................................................12
1.8 Research Questions............................................................................................................13
1.9 Structure of the Dissertation...............................................................................................14
1.10 Summary..........................................................................................................................14
Chapter 2: LITERATURE REVIEW.......................................................................................15
2.0 Introduction........................................................................................................................15
2.1 Conceptual framework.......................................................................................................15
2.2 Concept of Billboard advertisement...................................................................................16
2.3 AIDA model of Advertisement..........................................................................................16
2.4 DAGMAR approach of advertising...................................................................................18
2.5 Billboard advertising: Development and comparison with the new form of advertisements
..................................................................................................................................................20
2.6 Digital Billboard advertisements........................................................................................21
2.7 Concept of Consumer buying behaviour............................................................................21
2.8 Theory of Consumption by Jean Baudrillard.....................................................................22
2.9 Consumption behaviour and impact of Neo-liberal economy...........................................23
2.10 Social cognitive theory and development of neo-consumption.......................................24
2.11 Impact of Billboard advertisement on purchase attitude: Visual impact.........................25
2.12 Gaps in the current Literature Review.............................................................................25
2.13 Summary..........................................................................................................................26
Chapter 3: RESEARCH METHODOLOGY...........................................................................27
3.0 Introduction........................................................................................................................27
3.1 Research outline.................................................................................................................27
3.2 Research Onion..................................................................................................................27
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3.3 Research Paradigm.............................................................................................................28
3.3.1 Research Philosophy.......................................................................................................28
3.3.1.1 Justification of choosing positivism research philosophy............................................29
3.3.2 Research approach..........................................................................................................29
3.3.2.1 Justification of choosing deductive research approach................................................30
3.3.3 Research Design..............................................................................................................30
3.3.3.1 Justification of choosing descriptive research design..................................................30
3.4 Sampling method...............................................................................................................31
3.5 Research Strategy...............................................................................................................31
3.5.1 Justification for selection of research strategy (Survey and interviews).........................31
3.6 Data collection methods.....................................................................................................32
3.6.2.1 Quantitative Data Collection Method..........................................................................32
3.6.2.2 Qualitative Data Collection Method............................................................................32
3.7Accessibility issues.............................................................................................................32
3.8 Ethical consideration..........................................................................................................32
3.9 Data analysis......................................................................................................................33
3.10 Time table.........................................................................................................................33
3.11Summary...........................................................................................................................34
Chapter 4: DATA FINDINGS AND ANALYSIS...................................................................35
4.0 Introduction........................................................................................................................35
4.1 Part A: Quantitative Data Representation and Interpretations...........................................35
4.1.1 Conducting survey questionnaires for the responses of customers (Surveying 50
customers of Miss Millie’s)......................................................................................................35
4.2 Part B: Qualitative Data Interpretations.............................................................................50
4.2.1 Carrying out interviews with the manages for their responses (Interview with 4
Managers at Miss Millie’s)......................................................................................................50
4.3 Summary............................................................................................................................53
Chapter 5: CONCLUSIONS AND RECOMMENDATIONS.................................................54
5.0 Conclusion..........................................................................................................................54
5.1 Linking Objectives with Findings......................................................................................54
5.2 Recommendations..............................................................................................................55
5.3 Limitations of the research.................................................................................................59
5.4 Future Scope of research....................................................................................................59
References................................................................................................................................60
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Appendices...............................................................................................................................65
Appendix 1...............................................................................................................................65
Appendix 2...............................................................................................................................68
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List of Tables
Table 4.1: Attractiveness of Billboard ads...............................................................................34

Table 4.1.1: Statistical representation for table 4.1..................................................................35
Table 4.2: Billboard ads v/s other Advertising tools................................................................36
Table 4.3: Role of Billboard Advertising in changing Customer Perception..........................37
Table 4.4: Effectiveness of Billboard Advertising in increasing Customer Awareness..........39
Table 4.5: Use of Billboard Advertising..................................................................................40
Table 4.6: Forms of Billboard Ads..........................................................................................42
Table 4.7: Efficiency of Digital Billboards..............................................................................43
Table 4.8: Effectiveness of Billboard Ads in changing Brand Perception..............................45
Table 4.9: Attention towards Billboards while Travelling.......................................................46
Table 4.10: Cost Effectiveness of Billboard ads......................................................................48
Table 4.10.1: Statistical representation for table 4.10..............................................................49
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List of Figures
Figure 1.1: Structure of the Dissertation..................................................................................13

Figure 2.1: Conceptual Framework..........................................................................................14
Figure 2.2: AIDA model of Advertisement.............................................................................16
Figure 2.3: DAGMAR Approach.............................................................................................18
Figure 3.1: Research Onion......................................................................................................27
Figure 3.2: Research Paradigm................................................................................................28
Figure 4.1: Attractiveness of Billboard ads..............................................................................35
Figure 4.2: Billboard ads v/s other Advertising tools..............................................................36
Figure 4.3: Role of Billboard Advertising in changing Customer Perception.........................38
Figure 4.4: Effectiveness of Billboard Advertising in increasing Customer Awareness.........39
Figure 4.5: Use of Billboard Advertising.................................................................................41
Figure 4.6: Forms of Billboard Ads.........................................................................................42
Figure 4.7: Efficiency of Digital Billboards............................................................................44
Figure 4.8: Effectiveness of Billboard Ads in changing Brand Perception.............................45
Figure 4.9: Attention towards Billboards while Travelling.....................................................47
Figure 4.10: Cost Effectiveness of Billboard ads.....................................................................49
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Chapter 1: INTRODUCTION
1.0 Introduction
In the views of Cronin (2010), advertising refers to the system of endorsing various products,
facilities, brands and offers of a company. Advertising is used as a tool by most of the retail
and wholesale companies to promote their commodities on sale. It is a structure of market
communication that helps to push the audience of advertisements to decide whether to
support a product or not. It also provides knowledge about the object and lets people know
about what they perceive. In some cases, as per Badgaiyan and Verma (2014), advertisements
also promote certain messages, which may target ethical or unethical activities. In this way,
advertising creates awareness among the viewers and directs them towards taking necessary
actions.
According to Bernstein(2010), advertisers have different forms and modes of advertising,

through which they choose to showcase their object of interest. Billboard advertising is one
of these forms of advertising. It involves billboards and posters displayed on the roadsides,
where ads are projected in an enlarged scale. Several companies make use of this advertising
strategy to promote their goods and offers and receive greater viewership. Various sectors
like clothing, fast food, information technology and education prefer to advertise their
merchandise and technology with the help of billboard advertising so that they can put them
up for an audience to view.
As stated by Wright (2012), consumer buying behaviour is a sensory parameter of customers

that depicts how much and what the customers are willing to buy from a company or
organisation. It is a term primarily attached to the retail sector, where companies attempt to
convince the customers to purchase their goods. Consumer buying behaviour is another word
for analysing the reactivity of customers of a company. It is a vast phrase that sums up the
exact intentions and choices of the customers with respect to their buying activity (Solomon,
2010).
In the current dissertation, the researcher shows the relationship between billboard
advertising and consumer buying behaviour with respect to fast food industry. The research
carried out an analysis of how significant billboard advertising is in shaping a customer’s
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purchasing behaviour. The study was conducted by taking the current state of Miss Millie’s
Fried Chicken of UK into consideration.
1.1 Background of the study

In the current state of fast food sector, shaping the customer purchase behaviour in favour of
the company is very important. Since there are advancements in the technical aspects of
business world, it is essential for every retail company to be updated with the latest
advertising techniques. In order to propagate their products, the companies must make use of
suitable advertising tools that can create required awareness among the viewers (Barney and
Hoiland, 2012). This can, in return, determine how inclined or disinterested they are towards
buying that product.
Hence, it is significant for the companies to know the proper techniques and their ways of
using them so make customers believe in them. For this purpose, the current research was
conducted so that the concerned company can identify their issues and act accordingly. This
topic of dissertation did not have sufficient works and findings upon the impacts of billboard
advertising and the ways to determine the company’s customer buying behaviour. Thus, this
research work might provide some models of advertising and recommendations that would
not only assist the given company with solutions, but also other companies to combat the
issues of billboard advertising.
1.2 Background of the company

The current company of concern, Miss Millie’s Fried Chicken is a renowned fast food chain
primarily based in the United Kingdom. They mainly deal in snacks and fast food delicacies
made out of fried chicken. Initially, it was a family business that came into existence since
1965. Later on, Harry Latham, partnered by Ray Allen, set up its first outlet on 31 st July, in
the year 1988 at Bristol, England (Missmillies.co.uk, 2015). At that time, Harry was the
chairman of KFC, UK. Therefore, Harry named his newly found chicken outlet after the
head’s daughter. At the beginning, they started off with a chicken burger called as Chicken in
a Bun. At present, they have a varied range of chicken items to select from and ten outlets all
over Bristol, Cardiff and Weston-Super-Mare (Marketing Donut, 2015). Presently, the
company is under the supervision of the three daughters of Harry Latham. They provide
quality snacks and meal items and have gained significant popularity for their freshness and
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variety. They store timings are 11am to late night and also have delivery options to door step
(Clearchannel.co.uk, 2015).
1.3 Significance of the Research

The present research investigation is significant enough for the betterment of the supplied
company as well as other similar companies in the fast food sector. As the current research
subject has comparatively less works executed in this respect, therefore, one need to analyse
the issues experienced and look for possible solutions. The observations and findings
obtained in this research will produce some quality results, which will help the concerned
sector become aware and cautious. In addition, the first hand feedbacks and responses of all
the individuals, who participated in the investigation, will give a clear insight to the issues
related to billboard advertising and fast food sector. In the current scenario of competitive
market, the recommendations of this research study will be highly effective for the concerned
company to take necessary actions. Lastly, the findings from the current research study will
pave way for future researchers to work on this particular issue from a different perspective.
It will also provide them with chances to make comparative study with other companies of
the UK, as well as of other nations.
1.4 Problem Statement

In the present era of modernised living and growing awareness for healthy eating, Miss
Millie’s is facing issues with their customers’ deviating purchase behaviour. The customers
are showing declined favour for junk and oily foods (Aday and Yener, 2014). Hence, Miss
Millie’s are using the strategy of billboard advertising to exhibit their food products, along
with understanding the buying behaviour of their customers. Therefore, the problem at
present is to identify if their billboard advertising strategy has been successful in determining
customer purchase behaviour and modify it in their favour.
1.5 Rationale of the Research

What is the research issue?
The researcher has here found that the company in the last 3 years has failed to reach the
expected growth in terms of their investment. The unhealthy and oily portrayal of food in the
billboards has affected the minds of the consumers and in most of the cases they preferred to
not attain the food conditioning, which otherwise would have made some impact over them.
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The billboard ads have failed to qualify as attractive sensory advertisements for their
customers, drifting them away from the company. Moreover, the company had invested
12.25% of their advertising budget for billboard advertising. However, reduction of the
expected growth by 2.74% has been an issue of exasperation for the company (Marketing
Donut, 2015). Hence, it is now planning to change the category of the billboard
advertisements.
Why is it an issue?
The current situation is an issue for Miss Millie’s because in spite of investing 12.25% of
their advertising budget, they are experiencing reduced growth. Besides, other advertising
tools and modes like internet advertising and broadcast advertising are garnering more
consumers than through billboard advertising (Badgaiyan and Verma, 2015).Unhealthy
portrayal of food is adversely affecting their customers’ perception leading to shifting loyalty
towards other companies.
Why is it an issue now?
The current issue with Miss Millie’s is grave enough because customers are now shifting
their loyalty towards healthy foods. They are exhibiting growing preference towards
modernised lifestyle and healthy food habits, which has led to decline in their expected
growth by 2.74% (Clearchannel.co.uk, 2015).
What can this research shed light on?
This research can aid Miss Millie’s to identify better graphical representation and emphasise
more on healthy portrayal of their food items so that customers can perceive favourable
sensory advertisements. The study can also evaluate the eating habits of their customers,
which can help them make changes with nutritive value and health quotient of their foods.
1.6 Research Aim

The present research investigation aims to examine the influences of billboard advertising
upon shaping the purchase behaviour of customers, with special reference to Miss Millie’s
Fried Chicken at the UK.
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1.7 Research Objectives
 To critically evaluate the concepts of advertising, billboard advertising and consumer
buying behaviour
 To analyse how Miss Millie’s use the strategy of billboard advertising to promote
their products
 To recognise how billboard advertising affects the buying behaviour of customers
along with the challenges, with special reference to Miss Millie’s Chicken
 To identify the issues in their advertising strategy and find recommendations for them
1.8 Research Questions

 What are the concepts related to advertising and consumer buying behaviour?
 What are the techniques of billboard advertising applied by Miss Millie’s?
 What is the role of billboard advertising in shaping customer purchase behaviour for
Miss Millie’s?
 What are the issues with their advertising technique and how can they alleviate them?
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1.9 Structure of the Dissertation
CHAPTER 1: INTRODUCTION OF THE TOPIC, RATIONALE OF THE STUDY, RESEARCH AIM,

QUESTIONS AND OBJECTIVES
CHAPTER 2: DEVELOPMENT OF SUITABLE LITERATURE REVIEW
CHAPTER 3: DEVELOPMENT OF PROPER RESEARCH METHODOLOGY
CHAPTER 4: DATA FINDINGS AND INTERPRETATIONS
CHAPTER 5: CONCLUSIONS AND SUITABLE RECOMMMENDATIONS
Figure 1.1: Structure of the Dissertation

(Source: Author)
1.10 Summary
The current chapter relates with the structure of the entire research dissertation. It introduces
the research subject, provides for the rationale and significance of the research and points out
the research questions for the researcher to concentrate on, during the research work.
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Chapter 2: LITERATURE REVIEW
2.0 Introduction
In this chapter, the researcher is going through as well as critically analyse the following
point which are very much essential to the current project. According to the present research
title, the under mentioned concepts as well as theoretical framework are important to
understand the logic of billboard advertisement. Critical analysis on this topic helps the
researcher to formulate the research framework. The review is helps in the discussion of the
impact of the billboard advertising and consumer buying behaviour.
2.1 Conceptual framework
Billboard Advertising Consumer Buying Behaviour
Theory of Consumption by Jean Baudrillard

AIDA Model of DAGMAR
Advertising Approach of
Advertising
Consumption Behaviour and Impact of Neo-Liberal Economy

Advertising-Development and Comparison with New Form of Advertisements
Social Cognitive Theory and Development of Neo-Consumption
Digital Billboard Advertising
Impact of Billboard Advertisements on Purchase Attitude: Visual Impact
Figure 2.1: Conceptual Framework

(Source: Author)
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2.2 Concept of Billboard advertisement
According to Bernstein (2010), Billboard advertising is an advertising strategy developed by
a company to aware people for their products or services. Billboard advertising is generally
known as hoardings which are found generally in highways or high traffic area and busy
roads (Cronin, 2010). The billboard advertising is very tough to miss if the hoardings are
hanged in the proper place and it can be visualised from far away as well as draws the
attention of the trespassers from miles around as stated by Evans et al. (2010). This kind of
advertising is the most common ways of outside advertising as opined by Fraser (2013).
There are several advertising agencies who thoughts several innovative ideas of billboard
advertising to draw the attention of the customers.
According to Solomon (2010), the main issue is to target the audiences as well as to attract
them toward the products. In most of the cities in UK there are some billboard advertisement
company whose brilliant creativity on the issue helps many companies of UK to sustain in the
current contemporary market. There are various categories of billboard. Posters, Bulletins i.e.
large size billboard are the various categories of the billboard. Bulletins are located on
highroads, expressways to draw the attention of the customers. It attracts the attention of the
customers not only for the size but also the creativity as well as customisation as opined by
Solomonet al. (2012). Another form of billboard i.e. posters are generally found in the arterial
roads. It is the smallest form than bulletins and these are generally viewed by residential
buildings as well as traffics to attract the consumer exposure in vehicular traffics.
2.3 AIDA model of Advertisement

AIDA is an abbreviation which is basically used in sales as well as marketing strategy for any
organisation or company as stated by Wright (2012). This model consists of familiar or
universal lists of procedures that may take place when a consumer engages with an
advertisement i.e. commercial opined by Adayand Yener (2014). This model was first
introduced by a very knowing American pioneer. The main motto of the model or this kind of
advertisement is to attract the attention of the customer as well as reader just because of when
the reader looks at the advertisement he or she starts reading the advertisement. Then
convince the customer to make belief to the advertisement which he or she is read. The full
form of AIDA is as follows-
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(
d
N
c
I
m
s
u
C
io

t
n
e
r
a
w
A
f
) A (Attention) - Attention as well as awareness of the customer to a particular services
or a product.
 I (Interest) - Customer interest to the products or the services provided by the
company.
 D (Desire) - Encourage the customer and increase customer desire to purchase the
product.
 A (Action) - Deals with the customer towards taking action to purchase the product.
If the company follows all these steps of the policies of the model then the advertisement is
known as best quality advertisement and helps to draw the attention of the customers on the
products or the services provides by an organisation to their customers.
The following figure will illustrate the general idea of AIDA model in brief:
Figure 2.2: AIDA model of Advertisement

(Source: Aday, 2014, p.89)
According to the AIDA model, the pyramid shows that the major important part of the model
is action of the customer towards purchasing the products. Then it comes to the needs of the
customers and the next decreasing order quality is interest of the customer towards the
product. The initial issue of the model is the attention of the customer regarding the
advertisement to draw the attention of the customer to the products. This pyramid is
increasing order pyramid from bottom to top to express the general idea of the customer
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attention, customer interest, and needs of the customer as well as the action which is
performed to the customer end.
This model helps company to draw the kind attention of the customer to their products or
their services.
2.4 DAGMAR approach of advertising

DAGMAR approach is a special kind of marketing approach which is used to examine the
outcome of the marketing operation as opined by Badgaiyan and Verma (2014). To purchase
a product the customer must follows some steps depending on the DAGMAR approach. The
basic criteria for advertisement objective as well as goals are the steps of the model.
DAGMAR is an abbreviation for special kind of marketing strategy. The full form of
DAGMAR is Defining Advertising Goals Measured Advertising Result. The model meets
some special criteria while met specific objectives through the marketing campaign.
According to Badgaiyan and Verma (2015), DAGMAR model is also known as “Hierarchy
of Effects” model. The model delivered specific information as well as messages through
four steps. Those steps are as follows:
Awareness of the Customer
This model or approach helps the company to aware the customer about their recently
launched product on the market or the existing product in the current contemporary market.
This will increase the customer awareness to the brand as well as the services provided by the
company.
Understanding of the Customer
This approach helps the customer to understand the proper use of the product in the daily life
of the customer. Basically this approach helps the customer to accomplish with the products
which are recently being launched or exists in the market by the company.
Assurance of the Customer
This approach of the DAGMAR model helps the customer to increase their desire to purchase
a product which they seen in the billboard advertising. According to Barney and Hoiland
(2012), this increases the customer attention to the product and it will give more benefit to the
company who produce the product. This will helps the company to generate more revenue at
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Action taken by the Customer
Action taken by the customer means the internal force of the customer which helps them to
purchase the particular product. According to Brown (2013), internal force of the customer
will generate only when the advertising of that particular product attracts the customer.
by some advertisement company helps the customer to increase their internal force for a
particular product. As a result the company’s sales margin is increasing day by day.
DAGMAR Model
Figure 2.3: DAGMAR Approach

(Source: Brunner, 2014, p.101)
m
y
b
c
ig
n
U
r
a
w
t
s
u
C
e
d
o
R
M
G
A
D
the end of the year. This will also help the company to retain the brand awareness as well as
the customer trust and retention of the same.
Brunner (2014) opined that due to some brilliant as well as attractive billboard advertisement
From the above figure, the researcher understands that there are very close relation between
four different approaches which helps the customers to draw the kind attention to a particular
product. Every single approach is directly linked with other approach as stated by Chen and
Lin (2014).
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2.5 Billboard advertising: Development and comparison with the new form of
advertisements
Billboard Advertising is a special kind of outdoor advertising which increases any company’s
profile and also delivered results as stated by Cornelio (2014). Billboard advertising put any
company’s important message to a potential customer (Dayaneethie, 2011). There are various
types of advertising available in the current market like social media advertising as well as
print media advertising. There are various companies in the market those are quite
comfortable with digital media marketing as well as print media marketing. There are various
digital media marketing strategies like internet advertisement, electronic mail advertisement,
mobile advertising. There are various segments of digital media advertising like television
advertising, radio advertising etc. There is various print media marketing like newspaper
advertisement, magazine advertisement etc. According to Devilles (2013), many companies
are still keep faith to these kinds of advertisements, but besides all advertisements there is
billboard advertisement which increases its fait day by day.
Now a day, the acceptability of billboard advertisement to the customers is increases as stated
by Dietrich (2013). The main reason of this acceptability is billboard advertising as well as
posters advertisement is quite prominent than that of other advertisements. Another issue is if
any customer doesn’t turn on the internet, then he or she will be not aware about the
advertisement. At the same time most of the customers are not interested in internet
advertising, they are quite familiar with billboard advertising and all these kind of
advertising.
Billboard advertising is too prominent to watch and the customer don’t have click on to or
turn on the page to visit the advertising as stated by Adithya (2011). Billboard advertising
provides attractive colour as well as attractive looks to draw the customer attention to their
advertisement. Billboard advertising id depends on the position or the palace where the
advertising is hanged on. The place should be selected in a proper as well as very special care
so that it can be visible to the audience and the place should be like highway, roads or express
way where most of the customers come. The place may be public transport, or a waiting place
etc. as opined by Frison et al. (2014). While comparing with other advertisement strategies,
outdoor promotion are not only depends upon billboard advertising but also it depends on the
small posters advertisement which also draws the attention of the customers. Day by day,
billboard advertisement is updated. The updated version of billboard advertisement is mobile
billboard advertisement which is basically found in the metropolitan cities. It is also known
21
as digital billboard advertisement. These digital billboard advertisements are implementing
with digital devices runs with the help of electric as stated by Joshiand Pant (2015). This is
the major improvements of billboard advertisement.
2.6 Digital Billboard advertisements

Digital billboard advertising has a great impact on customer buying behaviour as stated by
Lashgarian and Boushehri (2014). The most time sensitive and flexible form of outdoor
advertising is digital billboards as opined by Mauet al. (2014). This includes integration of
social media, countdowns, live updates, content based on some conditions i.e. weather or
temperature, outdoor connects like Wi-Fi or touch screen etc. digital billboard marketing
offers static information based on marketing. All the advertisement in the digital billboard
advertisings is rotate in every few seconds. There are seven or eight advertising are shared by
the static billboard or a same location.
This kind of advertising has a great impact on marketing strategy improvement as well as
customer buying behaviour for a particular product or services provided by the company. In
many states in UK, there are digital billboard advertising are found. There are also some
companies those are operate the digital billboard advertisement as stated by Papathomas et
al. (2010). The actual size of the digital billboard advertisement are same as bulletins or
posters those which are available in the market. Digital billboard advertising has a revolution
in the development of marketing strategy with the help of cutting age technology. The
location should be selected with special care where the visualisations of the customers are
focus on the digital billboard advertising. This will improve the annual revenue generation of
the company as well retain customer trust as well as customer satisfaction to the newly
launched product as well as existing product in the current contemporary market.
2.7 Concept of Consumer buying behaviour

Consumer buying behaviour is a stage or a position before buying products or services for the
consumer end. Consumer buying behaviour deals with the purchasing behaviour of the
individuals. For example the person purchased gifts for the partners as well as during festival
seasons the customers are purchasing gifts as well as garments to their near and dear ones.
The consumer purchasing behaviour is fluctuating day by day depending on some certain
issues. Here the perception of the customer plays an important role in shaping conceptions of
customers. According to Powell (2012), when several needs occurs then the consumer search
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for some information to identifying their needs about the products. The information is source
i.e. monetary source, commercial cause, public cause as well as personal practice. Consumer
perception plays an important role in the current issues. There are several factors, which
depend on the purchasing decision of the customers. They are message, advertisements,
promotional materials as well as the interpretation of the consumer and selective retention of
the customers as opined by Romaniuk and Wight (2014).
2.8 Theory of Consumption by Jean Baudrillard

Jean Baudrillard gave the theory of consumption, which states that consumers prefer to
purchase goods only when they need them. However, while realising the needs, consumers
also need to evaluate their affordability and ability, which are highly specific for every
customer and product (Kyungok, 2012). According to this theory, when customers buy a
product, it must satisfy their needs, capability and affordability regarding that product. If the
consumers do not possess use or capital required for the product, they might not purchase it.
This implies that purchasing a product does not solely depend upon the desires of the
customer. It also depends on other variables like the requirement of the product, its price,
capability to buy it and compliance with social norms. If the situation fulfils all these
variables, then only the consumers can buy the product.
In the arguments of Cluley (2014), needs of consumers are independent of social and
economic influences. Their requirements cannot change on the context of social impulses or
norms. Their needs are solely personal reasons for buying a product, hence, can differ from
one individual to other. However, Buijzen (2009) contradicts these views by stating that
customer preferences are the results of brand persuasion and attractiveness. It implies that
temptation to buy a product can surpass its need and affordability. However, in spite of
having needs, urge and persuasion to buy the product, purchasing cannot occur if social
norms do not allow it. As mentioned by Ferrell et al. (2010), products like beef items, pig
fats, alcohol, etc. are illegal in many countries. Several workplaces, religious centres and
education organisations do not allow consumption of alcohol in the premise. In such cases,
need and urge to buy prohibited items experience restraints or shift.
As Ariztia (2015) explains, either consumers would need to suppress their requirements or
would have to shift their choices to other favourable options. They must comply with the
23
society they live in and where their required products are sold. Herein, shifting needs occur,
which change consumption behaviour.
Hence, this theory finds arguments from different researchers regarding the consumers’ yield
of satisfaction and enjoyment from a product, after buying it. As Brembeck et al. (2014)
argue that socio-economic parameters decide buying behaviour and satisfaction of
consumers, Kyungok (2012) contradicts by stating that satisfaction occurs when consumers
procure their required objects. Therefore, as per theory, requirements can be maintained by
modifying social norms, price and production of goods in customers’ favour.
2.9 Consumption behaviour and impact of Neo-liberal economy

As per the definition by Wong and Mullan (2009), consumption behaviour is the analysis of a
company, an individual or a group of people, with the methods they apply to procure, choose
and organize their commodities and services. With consumption behaviour, the marketer and
retailers identify as well as understand the requirements and effects of their products upon the
customers or consumers. As a whole, the dealers analyse the utilities of their goods with the
needs of the consumers. According to Cluley (2014), consumption behaviour helps dealers to
interpret the reasons behind the buying habits and frequency of buying for the customers.
Thus, the company can understand if their customers really need to buy the specific article or
they do it simply out of impulse. This, in return, lets the company design the utility of their
goods on the bases of needs, wants and desire.
Moreover, as stated by Brace-Govan and Binay (2009), with needful consumption behaviour,
the firm can comprehend that their consumers greatly need their products. This can make the
company take immediately actions to produce and dispose more and more goods. In that case,
the quality and amount of their yield has to be maintained strictly. The company also needs to
keep up with the speed of product yield to comply with their consumption behaviour.
However, if the consumers purchase products on the pretext of impulse or fancy, the
company has sufficient freedom to raise or bring down the quality of their products. They get
this freedom because in spite of selling scaled down or high priced products, they have
generous buying behaviour from the customers. Thus, consumption behaviour can largely
affect the standards of the products too.
However, the current influences of elite society and growing likeability for branded items,
consumption behaviour is modifying. In the views of Coleman (2013), neo-liberal conomy is
24
a recent state in the world of selling and purchasing. It is a post globalisation phenomenon
where the change in the perceptions of the customers is occurring. As Harvey (2010) opines,
in the current scenario of modernisation, brand rules the behaviour, perception and buying
needs of the customers. With the influences and attractions of the brands, the consumers pay
less importance towards the value and production quality of the goods. At this point,
neoliberalism plays the role of deciding their buying behaviour. Neo liberal economy is the
focus of customers towards the brand value of the products, rather than linking with their
production unit. As a result, their purchasing behaviour is changing and they are development
increased alignment towards the brand name. Thus, neoliberalism has provided a new identity
to consumption behaviour of the customers. In a way, where Ness (2009) points the effects of
neo liberal economy as a negative impact upon consumption behaviour, companies with more
popular brand value, make use of neoliberalism to influence the minds of customers in their
favour.
2.10 Social cognitive theory and development of neo-consumption

According to Lesko (2009), social cognitive theory (SCT) points out to the behaviour of a
person in terms of psychology, regarding the society around them. SCT specify how the
people react to their social environment and the occurrences in their society that make them
behave in a certain way. Influences of modernisation, globalisation, economic neoliberalism
and industrialisation have led to remarkable changes in the behaviours of individuals. Their
behaviour are analysed in the social cognitive theory (De Jaegher et al. 2010).
As per the studies of Ver Eecke (2010), neo-consumption is an independent behaviour of the
customers. With the influences of brand and brand values upon the perceptions of customers,
their social cognitive behaviour is changing rapidly. They show altered consumer buying
behaviour due to increasing brand consciousness and preferences for superficial features of
the product. Hence, Baumol (2009) suggests that in such a scenario, it becomes extremely
important for the companies to design their brand, products and promotional strategies at par
with the demands of customers. The companies, aiming to grab attention of their customers
on the pretext of their brand value, should mainly focus on endorsing their products in the
most innovative and attractive way. Their promotional techniques can determine and increase
neo-consumption among the customers and modify their social behaviour in favour of their
products.
25
2.11 Impact of Billboard advertisement on purchase attitude: Visual impact
There is a great impact of billboard advertising on purchasing behaviour of consumer (Yunsu,
2013). Billboard advertising attracts the customer towards their products or services which
provides by the company or an organisation. Billboard advertising helps the customer to
purchase the products. The advertising strategy is so impact that it is able to drawer the kind
attention of the customer. In billboard advertising, there are less information and more
creativity of the same which attracts the customers so well to the product of the company.
Billboard advertising plays a major role for customer retention. Due to the attractiveness of
the advertising the customers are rushed for the product in restaurants as well as they order
online to purchase fast foods. If the researcher tallies the billboard advertising of one
company to another company then the negative issues are come forward to every customer as
opined by Romaniuk and Wight (2014). In most of the cases, there are some companies who
ads their products on billboard, then they are not provide proper information of the product.
The information is hiding from the customers by the company. This is a biggest issue in
billboard advertising. As a result when the customer comes to know the actual information of
the particular product from any other source then the customer faith to the company has
decreasing day by day. This is the major threat for decreasing customer retention of any
company.
According to Starcevic (2011), this has a negative impact on their annual revenue generation
as well also has a negative impact on customer trust to them. Billboard advertising is helpful
to retain customer retention as well as customer perception in many cases. It is also helpful
for customer trust. Before providing a good advertisement as well as attractive advertisement
the company must maintain some conditions that are not harmful to them in future. The
company must maintain a good as well as positive advertisement and the company also keep
in mind that the information of the particular product must be authentic as stated by Starin
(2010). Billboard advertisement has also a negative impact to the customer.
2.12 Gaps in the current Literature Review

After thoroughly reviewing the studies and findings of previous researchers, gaps were found
in the literature regarding focus on the sense of advertisements. The literature does not supply
any information about what contents should be present in an ideal advertisements and how
these contents affect customer behaviour and perception. The literature also does not bring
out the needs and choices of advertising in detail. Moreover, this description also lacks
26
emphasis upon the importance of healthy portrayal of food in billboard advertising. This
indicates that research is required in this respect that would concentrate more on the nutritive
values of foods portrayed in the billboards.
2.13 Summary
In this chapter, the researcher highlighted the concepts of billboard advertising, customer
buying behaviour and other related theories. This chapter provides detailed knowledge of the
previous studies and opinions yielded about billboard advertising and models of advertising.
In addition, the researcher also explained associated theories by Jean Baudrillard, social
cognitive theory and economic neoliberalism to furnish better understanding of the research
topic. Lastly, billboard advertising was linked with customer purchase behaviour to identify
their relationship. However, this review also recognises breaches in the previous works,
which paves way for the researcher to carry the study forward by using the methodology
stated in the next chapter.
27
Chapter 3: RESEARCH METHODOLOGY
3.0 Introduction
In this chapter, the researcher strives to frame a suitable research methodology for carrying
out the research effectively. For this purpose, the researcher gathers knowledge from several
theoretical underpinnings and conceptual models in the previous chapter. Appropriate
selection of research methodology assists the learner in solving the problems that have been
raised in the study so that the desired objective based results are obtained.
3.1 Research outline

The research outline provides the primary structure based on which the research methodology
can be formed. For the purpose of the study of the research topic, the learner has taken into
consideration, positivism research philosophy, deductive research approach and descriptive
research design. Data has been collected by primary as well as secondary method for
analysing the impact of billboard advertising on determining consumer buying behaviour.
The research ethics, validity and reliability have been taken into consideration at the time of
conducting the research survey and the interview.
3.2 Research Onion
28
Figure 3.1: Research Onion
(Source: Saunders et al. 2009, p52)
It is very important to follow all the folds of the research onion to make sure that a suitable
path has been followed for solving the research problems efficiently. This dissertation lays
emphasis on the adoption and inclusion of appropriate approach and design along with
philosophy, sampling methods and suitable methods of data collection. The layers of research
onion denote the steps that are required to conduct the study. However, Bryman and Bell
(2011) criticized that the layers are not arranged in proper order. Data collection and analysis,
the innermost layer of the onion should have been the outermost layer, which is the primary
step of performing the study. In spite of this criticism, the research onion developed by
Saunders is considered very useful in logically performing the research by unfolding each
layer of the onion chronologically.
3.3 Research Paradigm
3.3.1 Research Philosophy

There are two types of research philosophy, philosophy of Positivism and the philosophy of
Interpretivism. On one hand, the theory of Positivism deals with the examination of the
problems of the research according to the truths and the real facts that are available and on
the other hand, Interpretivism theory deals with the perception that people have over a
particular situation or object (Bernard, 2011). The positivism theory is very useful for making
logical analysis of the collected data and the research problems are evaluated with the help of
actual facts and evidences.
29
Figure 3.2: Research Paradigm
(Source: Harrison and Reilly, 2011.p11)
3.3.1.1 Justification of choosing positivism research philosophy

After making thorough analysis of two types of research paradigm, the researcher opts for
positivism philosophy as this philosophy is capable of making a critical as well as logical
investigation of the research topic based on the facts and the evidences that have been
collected by the learner. As per the opinion of Cooper, and Schindler (2010) , on one hand
Interpretivism emphasises on the application of the observation of the people to examine the
research problem on the other hand positivism deals with the analysing the research problem
with the help of real facts. Therefore, in this case the theory of Interpretivism proves to be
inefficient as the influence of billboard advertising in the determination of customer
purchasing behaviour can be analysed with the help of facts and data.
3.3.2 Research approach

Two major kinds of research approach are deductive and inductive approach. As stated by
Crouch and Pearce (2012), the deductive approach is useful in case of many dissertations as it
emphasises on obtaining knowledge. This process uses top-bottom approach, which helps the
researcher to create a hypothesis after reviewing the literature review thereby obtaining the
relevant data to authenticate whether the existing theories are relevant or not. In comparison
to deductive approach, inductive approach proves to be advantageous for those research
works, which strive to create new theories that are relevant to the research topic. This
30
approach helps in the explorations at the initial stage to gain the required information to build
a new theory.
3.3.2.1 Justification of choosing deductive research approach

After making thorough analysis of both kinds of research approach, the researcher opts for
deductive research approach. The justification for selecting this approach is that it helps in
deducing information from the existing theories, concepts and models on billboard
advertising and consumer buying behaviour. There is very little scope boor the researcher to
develop new models or theories in relation to this topic. Thus, inductive approach, which is
useful for the preparation of new theories, is not at all relevant in this case.
3.3.3 Research Design

Generally, there are three types of research design, explanatory, exploratory and descriptive,
which are used for conducting an academic or social research. Based on the research aims
and objectives the research design can be selected. In the Exploratory method, the
psychological aspects are taken into account. In explanatory method, the researcher explains
the data without judging the positive and negative outcomes. Explanatory and Exploratory
research design can be used when the researcher does not develop a formal set of objectives
or questions and does not have enough knowledge regarding the research topic. As stated by
VanderStoep (2009), Descriptive design is useful for that research which has a set of
objectives and questions. In Descriptive method, the positive as well as negative perspectives
are taken into account and are presented in a detailed report.
3.3.3.1 Justification of choosing descriptive research design

This dissertation has a specific set of objectives and aims. Descriptive design is suitable for
structured and formal researches and provides the scope for an enriched analysis so that the
researcher can collect relevant information for the purpose of the study. One of the
limitations that are faced by the researcher is time constraint and the researcher has conducted
cross sectional survey that has been supported by descriptive design. The most important
advantage of descriptive design is that it assists in providing the researcher with in depth data
from a huge volume of population in a very short span of time.
31
3.4 Sampling method
There are two main types of sampling methods that are probability sampling and non-
probability sampling methods. In case of probability, sampling the researcher selects the
respondents randomly but it should be seen that the entire population has been represented by
the selected sample. In case of non-probability sampling, instead of random selection,
purposive selection basis is used for the purpose of selection of sample.
For this dissertation the researcher uses a combination of both, probability sampling as well
non probability sampling methods, for the purpose of gathering primary data. The survey has
been conducted on a sample size of 50 customers of Miss Millie’s Fried Chicken. Probability
sampling emphasises on an unbiased management of the huge population in a cost as well as
time effective manner. However, for collecting information from the interview, non-
probability, convenient sampling technique has been used on a fixed sample size of four
managers of Miss Millie’s Fried chicken. The researcher needs to approach the respondents
according to the convenience of the respondents to collect refined and enriched data.
3.5 Research Strategy

Based on appropriate research purposes, the researcher can select the research strategies.
Some of the research strategies that are available for research work are surveys, interviews,
case studies, experiments etc. Data can be collected from a huge amount of population in a
cost effective manner with the help of surveys. With the help of Interviews, enriched data
can be collected from limited yet knowledgeable people. Case studies can provide secondary
knowledge to the researcher (Brannen, 2009). On the other hand the experiments can be used
to provide new theories and models in relation to the research topic and also prove the
validity and the reliability of the previous researches.
3.5.1 Justification for selection of research strategy (Survey and interviews)

After taking into consideration several research strategies the researcher opts for surveys and
interviews for conducting the study. With the help of survey, extensive and original data can
be collected from a huge number of people. In order to get enriched data interviews seem to
be the most favourable method of data collection.
32
3.6 Data collection methods
The researcher collects data using mixed methods of research, which are primary and
secondary methods.
Primary research
Data can be obtained from those people who already have an understanding of the topic can
be collected with the help of primary research. Therefore, it is reasonable to conduct a survey
to accumulate data from the customers of Miss Millie’s Fried Chicken.
3.6.2.1 Quantitative Data Collection Method

The quantitative data collection method helps in obtaining numeric data, which can be
represented in the form of tables, charts and graphs. The quantitative method of data
collection helps the researcher in collecting data from a large amount of population in a cost
effective as well as time effective manner. Another advantage of this type of data collection
method is that the authentication of the collected data can be proved as it is subject to testing
(Gummerson, 2010). For the purpose of quantitative data collection, the researcher distributes
the survey questions through the internet.
3.6.2.2 Qualitative Data Collection Method

Enriched amount of data based on the personal experiences and perceptions can be obtained
with the help of qualitative data collection method. The qualitative data allows the researcher
to meet the respondents and study their facial expressions.
3.7Accessibility issues
At the time of conducting the interview, the researcher faced some accessibility issues. The
managers were not available. For this reason, the researcher could not arrange face-to-face
interview (Crowther, 2012). However, the researcher arranged telephonic interview and the
limitation that was faced by the researcher in this type of interview is that the facial
expression of the managers could not be studied.
3.8 Ethical consideration

At the time of carrying out the research, it is always necessary to follow certain ethical
considerations. In accordance to the Data Protection Act 1998, the researcher makes sure that
33
none of the respondents faces any type of pressure to take part in the research or to continue
with the research (Nelder, 2011). The respondents are given the liberty of leaving the survey
any time they wish. The researcher does not use the data that has been collected from the
survey for any other purpose other than academic purpose. None of the question of the survey
or the interview has been framed in such a way so as to hurt the sentiments of the participants
and the survey questions and interview questions are not influential.
3.9 Data analysis

With the objective of evaluating the quantitative data that has been collected from the survey,
the researcher calculates the numerical digits by transforming them into percentages. Further,
this numerical information has been expressed in the form of charts, graphs and tables for the
convenience of the reader. Moreover the transcripts that have been collected by the researcher
at the time of the interview has been analysed after making an in-depth study.
3.10 Time table

Main Week 1 Week 2 Week 9 Week Week Week Week
activities to 9 to 15 15 to 20 20 23 23 to 26
and stages 25
Selection of 
the topic
Collection of 
data
Planning the  
proper
layout
Reviewing 
literature
Developmen 
t of research
plan
Selecting   
research
technique
Gathering  
Primary data
Data analysis  
Interpretatio 
n of findings
Conclusion 
preparation
Project 
34
rough
overdraft
Final 
submission
3.11Summary
After the completion of the third chapter it can be seen that the researcher follows a set of
relevant research methods with the object of properly addressing the research problems and
evaluating them. The researcher collects in-depth data with the help of proper data collection
methods, which are primary and secondary data collection methods. The data which has been
collected from the primary research has been interpreted and demonstrated in the form tables,
graphs and charts in the next chapter.
35
Chapter 4: DATA FINDINGS AND ANALYSIS
4.0 Introduction
In this specific chapter, the researcher represents and analyses all the data observations and
results that were obtained from the primary data collection of the research investigation.
While evaluating the data obtained, the researcher maintains the literature review as shown in
Chapter 2.For collecting data in this investigation, the researcher has implemented a blend of
various data collection techniques. The following observations are a proper combination of
both qualitative and quantitative data.
4.1 Part A: Quantitative Data Representation and Interpretations
4.1.1 Conducting survey questionnaires for the responses of customers (Surveying 50

customers of Miss Millie’s)
Q1) Do you think that billboard ads are the best tools to draw maximum customers to
purchase fried chicken from Miss Millie’s?
Options Response Total Respondents Percentage of

Frequency Response
Yes 6 50 12%
No 30 50 60%
Cannot Say 14 50 28%
Table 4.1: Attractiveness of Billboard ads
36
Attractiveness of Billboard ads
60%
28%
12%
Yes No Cannot Say
Figure 4.1: Attractiveness of Billboard ads
Mean 2.16
Mode 2
Median 2
Standard Deviation 0.618095
1st Quartile 1
2nd Quartile 2
3rd Quartile 2
4th Quartile 3
Table 4.1.1: Statistical representation for table 4.1

Findings and Analysis:
According to the research findings, it can be analysed that most of the customers of Miss
Millie’s did not preferred billboard ads as the best tool to bring in customers for Miss
Millie’s. 60% of total customer response opines this view. They did not find the billboard ads
to be attractive or worthwhile of grabbing their attention. In their views, billboards ads of
Miss Millie’s are not too catchy to obtain customer attention. On the other hand, only a
handful of loyal customers felt positive about the ads because only 12% of the total
respondents supported effectiveness of billboard ads. 28% customers responded that they
cannot say anything in this regard because they did not have any opinion about the
attractiveness of billboards ads. Hence, their views did not affect the survey in any aspect.
As per the statistical calculations, mean=2.16, mode=2, median=2, standard

deviation=0.618095, which indicates less dispersion and less external interferences. The 1 st,
2nd, 3rd, 4th quartiles are 1,2,2,3 respectively.
37
Q2) Howmuch do you believe that billboard ads can affect you the most in relation to other
advertising tools?

Frequency Responses
Strongly Agree 2 50 4%
Agree 3 50 6%
Neutral 3 50 6%
Disagree 18 50 36%
Strongly Disagree 24 50 48%
Table 4.2: Billboard ads v/s other Advertising tools
Billboard ads v/s other Advertising tools

48%
36%
4% 6% 6%
Strongly Agree Agree Neutral Disagree Strongly Disagree
Figure 4.2: Billboard ads v/s other Advertising tools

Mean 4.18
Mode 5
Median 4
1st Quartile 1
2nd Quartile 4
3rd Quartile 4
4th Quartile 5

In the perception of the customers, billboard ads cannot be suggested as the most effective
tool as compared to other advertising strategies like television and social media. 36% of
38
disagreement and 48% of strong disagreement reports for this observation. In their opinions,
other advertising tools have promoted fast food in a healthier way than in billboards.
6% and 4% of total respondents indicated that they prefer billboard ads more than any other
form advertisements because they do find attractiveness in other advertising tools. They feel
that billboard ads are the most effective way of promoting as compared to other forms. In
addition, 6% respondents give neutral response because they do not perceive the ads in terms
of effectiveness.
As in the statistical data, mean=4.18, mode=5, median=4, standard deviation=1.063111,

which shows that there are chances of risks and ample interference from extraneous factors.
1st, 2nd, 3rd, 4th quartiles are1,4,4,5 respectively.
Q3) Do you agree that customer perception about Miss Millie’s Fried Chicken can be
changed with the help of billboard advertising?
Options Response Total Percentage of

Frequency Respondents Responses
Agree 4 50 8%
Neutral 1 50 2%
Disagree 26 50 52%
Table 4.3: Role of Billboard Advertising in changing Customer Perception
39
Role of Billboard Advertising in changing Customer
Perception
52%
32%
6% 8%
2%
Figure 4.3: Role of Billboard Advertising in changing Customer Perception

Mean 3.96
Mode 4
Median 4
1st Quartile 1
2nd Quartile 4
3rd Quartile 4
4th Quartile 5

In the above observation, a large number of participants disagree towards the role of billboard
ad in modifying customer perception because 52% of customers disagree and 32% strongly
disagree towards its effectiveness. They do not find favourable depiction in the current
billboard ads of the company.
However, 6% and 8% of customers support billboard ads because they receive positive
impression from those ads. Hence, they agree that billboard ads can help to change customer
perception. Their observation also shows that customers believe in finding changes in the
way Miss Millie’s illustrate their products on hoardings. The perceptual understanding of the
customers differs. The statistical data state mean=3.96, mode=4, median=4, standard
40
deviation=1.105829, indicating significant divergent observations. 1st, 2nd, 3rd, 4th quartiles
are 1,4,4,5 respectively.
Q4)Do you agree that billboard advertising is an effective way to increase customer
awareness?

Frequency Responses
Yes 7 50 14%
No 40 50 80%
Cannot Say 3 50 6%
Table 4.4: Effectiveness of Billboard Advertising in increasing Customer Awareness
Effectiveness of Billboard Advertising in increasing

Customer Awareness
80%
14%
6%
Yes
No
Cannot Say
Figure 4.4: Effectiveness of Billboard Advertising in increasing Customer Awareness

Mean 1.92
Mode 2
Median 2
1st Quartile 1
2nd Quartile 2
3rd Quartile 2
4th Quartile 2

41
As per this finding, most of the customers responded that billboard advertising is not an
efficient way to create and increase customer awareness. It is shown by the 80% of negative
response they gave in the survey. It depicts that most of them do not gain specific and truthful
knowledge about Miss Millie’s products from the billboard ads, which is why they opine that
billboard ads fail to develop customer awareness.
On the other hand, only 14% of respondents find ample awareness from billboards of Miss
Millie’s, thus supporting their billboard advertising strategy. Apart from these responses, 6%
customers did not have a say in this matter. Hence the surveyor might consider that they were
not aware of the billboard ads of Miss Millie’s.
As found in descriptive statistics, mean=1.92, mode=2, median=2, standard deviation=0.44,

depicting accuracy of findings. 1st, 2nd, 3rd, 4th quartiles are 1,2,2,2 respectively.
Q5) How far do you think that Miss Millie’s Fried Chicken uses effective billboard
advertising?

Frequency Responses
Yes 7 50 14%
No 38 50 76%
Cannot Say 5 50 10%
Table 4.5: Use of Billboard Advertising
Use of Billboard Advertising

76%
Yes
No
Cannot Say
14% 10%
42
Figure 4.5: Use of Billboard Advertising
Mean 1.96
Mode 2
Median 2
1st Quartile 1
2nd Quartile 2
3rd Quartile 2
4th Quartile 2

As per the findings of the survey, most of the customers believed that Miss Millie’s failed to
use their billboard advertising strategy effectively. 76% negative responses support this
finding. It can be reflected that 76% of surveyed customers did not find favourable perception
from the billboard ads of Miss Millie’s, thus negating their effects upon the company. Their
negative response points out to the issue of billboard advertising creating discouraging
customer buying behaviour. Hence, they opine that this strategy is ineffective.
On the other 14% customers believe that the hoarding ads are quite effective for Miss
Millie’s because they might feel attracted towards the delightful graphical representation of
chicken items. This points out towards the group of people who give more favour to junk,
fatty foods than to healthier substitutes. In addition, 10% neutral response was also received,
which indicated that some customers did not have specific opinion for the situation.
Statistical findings indicate mean=1.96, mode=2, median=2, standard deviation=0.49,

directing that findings are not deviated due to external interference. 1 st, 2nd, 3rd, 4th quartiles
are 1,2,2,2 respectively.
Q6)Which type of billboard ad is more interesting for you?

Frequency Responses
Printed Billboards 6 50 12%
Digital Billboards 10 50 20%
Inflatable 3 50 6%
Billboards
Mobile Billboards 30 50 60%
Others 1 50 2%
43
Table 4.6: Forms of Billboard Ads
Forms of Billboard Ads
Others 2%
Mobile Billboards 60%
Inflatable Billboards 6%
Digital Billboards 20%
Printed Billboards 12%
Figure 4.6: Forms of Billboard Ads

Mean 3.2
Mode 4
Median 4
1st Quartile 1
2nd Quartile 2
3rd Quartile 4
4th Quartile 4

In the survey, different preferences were found for forms of billboard ads, with mobile
billboards finding maximum favour. 60% customers chose this movable type of billboard ad,
which might be due to its fast ability to grab attention. 20% participants preferred digital
billboards, which depicts their considerable inclination towards use of technology. 12%
customers still preferred printed billboards, adhering to traditional method, whereas 6% of the
customers chose inflatable billboards, with no particular reason. The rest 2% preferred for
other type of billboard, thus not shedding light upon any specific type of advertising tool.
44
Statistical data are mean=3.2, mode=4, median=4, standard deviation=1.160577, which
shows that there has been considerable extraneous interventions and risk factors are high. 1st,
2nd, 3rd, 4th quartiles are 1,2,4,4, respectively.
Q7) Do you agree that digital billboard advertising is more effective to change the buying
behaviour of the customers?

Frequency Responses
Agree 25 50 50%
Neutral 2 50 4%
Disagree 13 50 26%
Table 4.7: Efficiency of Digital Billboards
Efficiency of Digital Billboards
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Figure 4.7: Efficiency of Digital Billboards

Mean 2.4
Mode 2
Median 2
1st Quartile 1
2nd Quartile 2
3rd Quartile 2
4th Quartile 3.75
45
In this respect, the customers had mixed views. 50% agreed that digital billboard advertising
is more efficient in creating favourable purchase behaviour, whereas 26% felt that digital
billboards would not be effective. 26% of negative views might indicate that they do not
prefer any kind of billboard advertising and had more liking for other promoting tools.
However, 16% of total respondents believed that digital billboards could be an even better
alternative as compared to traditional billboard advertising. This in return, can garner their
interest in the delicacies, without linking much to their nutritive value. 4% each of customers
strongly disagree and do not have preferences for either kinds of advertising, respectively.
As per statistical analysis, mean=2.4, mode=2, median=2, standard deviation=1.049781,

indicating influence from external factors. 1st, 2nd, 3rd, 4th quartiles are 1,2,2,3.75, respectively.
Q8) How far do you agree that billboard advertising by Miss Millie’s Fried Chicken is very
effective to change the perception of customers about the brand?

Frequency Responses
Agree 5 50 10%
Neutral 2 50 4%
Disagree 26 50 52%
46
Table 4.8: Effectiveness of Billboard Ads in changing Brand Perception
Effectiveness of Billboard Ads in changing Brand

Perception
52%
6% 10% 28%
4%
Strongly Agree
Agree
Neutral
Disagree
Strongly
Disagree
Figure 4.8: Effectiveness of Billboard Ads in changing Brand Perception

Mean 3.86
Mode 4
Median 4
1st Quartile 1
2nd Quartile 4
3rd Quartile 4
4th Quartile 5

52% of survey respondents disagree that billboard ads are effective in portraying the brand
accurately. 28% customers strongly disagree to the effectiveness of billboard advertising.
Large number of disagreeing customers showed that Miss Millie’s have not made use of
billboard ad strategy affectively. Thus 40 customers have perceived inaccurate ideas about
Miss Millie’s from the hoardings, which is why they believe that their billboards are
unproductive. Only a total of 16%percieve positivity about Miss Millie’s through billboards,
hence support their strategy, whereas 4%have neutral views.
47
Statistical findings show mean=3.86, mode=4, median=4, standard deviation=1.12504,
suggesting noteworthy risks and superfluous hindrances. 1 st, 2nd, 3rd, 4th quartiles are 1,4,4,5
respectively.
Q9)How far do you agree that most of the customers are avoiding billboard advertising
while travelling outside?

Frequency Responses
Agree 15 50 30%
Neutral 3 50 6%
Disagree 14 50 28%
Table 4.9: Attention towards Billboards while Travelling
Attention towards Billboards while Travelling

20% 16%
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
30%
28%
6%
Figure 4.9: Attention towards Billboards while Travelling

Mean 3.06
Mode 2
Median 3
1st Quartile 1
2nd Quartile 2
3rd Quartile 3
4th Quartile 4
48
Customers provided a mixed review regarding whether they avoid looking at billboard ads
during travelling or they pay attention towards them. 15% of the customers accounted that
they avoid paying attention billboards while they travel outside because they do not find the
billboards advertisements as attractive to catch their attention. On the other hand, 14% of
surveyed customers also disagree to the question, stating that they do find billboard ads quite
attractive. This specially happened with children who like the tasty depictions of food items
as on the hoarding ads. Such customers paid significant attention towards billboard ads.
Similarly, 8% of customers strongly agree and 10% strongly disagree to the issue of paying
attention to billboard ads, thus illustrating a relative balance in their views. This shows that
the perception of hoarding ads is solely a personal outlook. It depended on the preferences of
the customers, whether they found the ads sufficiently attractive or not. It varied from person
to person. The 6% of neutral respondents showed that they were not at all affected by the ads.
Hence, their response created no particular difference to the investigation.
According to statistical findings, mean=3.06, mode=2, median=3, standard deviation=1.43,

showing maximum divergence of data. 1st, 2nd, 3rd, 4th quartiles are 1,2,3,4 respectively.
Q10)Do you agree billboard ads are the most expensive way to influence customer
purchasing behaviour?

Frequency Responses
Agree 4 50 8%
Neutral 1 50 2%
Disagree 10 50 20%
49
Table 4.10: Cost Effectiveness of Billboard ads
Cost Effectiveness of Billboard ads

64%
20%
6% 8%
2%
Figure 4.10: Cost Effectiveness of Billboard ads

Mean 4.28
Mode 5
Median 5
1st Quartile 1
2nd Quartile 4
3rd Quartile 5
4th Quartile 5

Most of the surveyed customers strongly disagree that billboard ads are cost effective as
64%furnish negative response. 20%customers also disagree, which indicates that billboard
ads require large amount of investments. Hence, customers point it as cost extensive. To
contrast, total of 14%believe that billboard ads are the most cost-effective advertising tool.
Use of cheap resources like paper, roadside hoarding and print medium can be opined as the
reason behind their cost efficiency. Out of all, only 2%respondent gave neutral response.
As found in statistical findings, mean=4.28, mode=5, median=5, standard deviation=1.21,

depicting comparatively high divergence. 1st, 2nd, 3rd, 4th quartiles are 1,4,5,5, respectively.
50
4.2 Part B: Qualitative Data Interpretations
4.2.1 Carrying out interviews with the manages for their responses (Interview with 4
Managers at Miss Millie’s)
a) How billboard advertisement helps Miss Millie’s Fried Chicken to sustain in the
competitive market?
According to the first manager, billboard advertising had aided Miss Millie’s by generating
interest among significant number of customers. This had increased the footfalls in the Miss
Millie’s outlets. According to his reports, last year, 100-120 customers had reported to have
come to Miss Millie’s on the pretext of viewing billboard ads.
According to the second manager, the billboard ads were quite attractive. They made use of
high definition graphics, which were obtained through the best technology. They had a team
of the best animation and digital ad-makers behind every billboard ad. Thus, technology-
wise, they had superior graphics on the hoardings to other fast food companies.
The third and fourth manager supported the third manager, indicating that competing fast
food chains showed healthier depiction of chicken items by complementing them with ample
amount of salad. Such companies had fetched positive customer behaviour due to these
illustrations. Billboards ads of Miss Millie’s lacked such depictions.
b) How effectively does Miss Millie’s use billboard advertisements to increase sales of the
company?
The managers gave mixed reviews on the effectiveness of their billboard advertising strategy
in raising sales for their company.
According to the first manager, their billboard ads were quite effective. The manager opined
that the billboards had been successful in influencing 100-120 customers the previous year.
They were greatly attracted by the sight and visuals of the hoarding ads. As a result, they
chose to dine at Miss Millie’s outlets regularly.
The second manager supported the report, informing that their highly attractive billboard ads
were the main reasons for generous footfall in their outlets. However, the manager also
pointed out that in spite of spending a good amount of 12.25% of their advertising budget for
51
putting up expensive and illustrative ads on the hoardings, their sales figures did not match
their expectation.
The third manager seconded this fact stating that their revenues went down by 2.74%
although they had invested a huge amount for the ads. The manager suggested that
visualisation of improper oily chicken snacks in the hoardings might have led to this decline.
Their improper depiction had not been able to provide them their expected growth with
respect to sales.
The fourth manager added that other advertising strategies of Miss Millie’s, for instance, ads
on social networking sites and television, had influenced the consumers more significantly.
The manager reported that in the current year, 76.23% of their customers had accounted to
have come to Miss Millie’s after viewing influential ads on television and internet.
c) What is your opinion about billboard advertising and its impact on customer’s buying
behaviour?
Most of the managers agreed to the fact that their strategy using of billboard advertising for
garnering favourable customer buying behaviour was not sufficiently effective.
The first and second manager stated that in spite of having the best team of graphics designer
and animated ad makers, they did have issues with the depiction of foods in the ads. Pictures
in the billboard ads have shown only the fried fast food items. Pictures of chicken snacks
showed excessive oil content. Thus, they lacked healthy depiction, for instance, salad along
with the snacks. This had imposed adverse effects upon the customers, making them avoid
Miss Millie’s food offerings.
The third manager had pointed to the issue of spending elaborately upon billboard ads for
yielding high technical satisfaction. However, this had not fetched them with expected
progress in terms of sales because the customers showed unfavourable purchase behaviour.
The fourth manager also supported these issues. The manager stated that customers have
become more health conscious, which is why they did not prefer oily and unhealthy food
items, as they saw on the hoardings.
d) How effectively Miss Millie’s Fried Chicken makes strategy of billboard advertisement
to change the customer’s buying behaviour?
52
Except for the first manager, the other three managers opined the strategy of billboard
advertising as inefficient in changing customer buying behaviour.
As per the first manager of Miss Millie’s, their billboard advertising strategy was quite
effective in acquiring customers and transforming their buying behaviour. According to his
claims, their customers had been fairly attracted with the ads on the billboards as well as
posters, and perceived their food items in a positive way due to their poster depiction.
However, the second, third and fourth managers did not agree to the first manager’s statement
because they believed that the declining revenue returns of Miss Millie’s were due to the
adverse behaviour of their customers. The managers stated that the billboards ads showed
noxious and fatty fast food items, which made the perceivers, develop wrong notions about
Miss Millie’s products. The perceivers thought the food items of Miss Millie’s would have
detrimental effects upon their health. Since the ads lacked illustrations of complementary
sides like cucumber, lettuce, capsicum, etc., the customers did not prefer to dine at Miss
Millie’s outlets. Thus, the billboard depiction provided unfavourable buying behaviour.
4.3 Summary
Through these findings and interpretations, the current state of Miss Millie’s can be
understood. In the analysis, the researcher found that Miss Millie’s have good customer hold;
however, their revenues are declining on virtue of ineffective billboard depiction of fast
foods. Quantitative findings show diversified results, which concludes personal perceptions
can vary. However, close attention towards depiction issues can garner favourable buying
behaviour from all the customers, irrespective of their personal choices.
53
Chapter 5: CONCLUSIONS AND RECOMMENDATIONS
5.0 Conclusion
After executing this research, it can be safely concluded that billboard advertising strategy of
Miss Millie’s Fried Chicken has been ineffective in culturing positive purchasing behaviour
within the customers. Since, in a competitive market, it is very important for a company to
have effective advertising strategy, Miss Millie’s must pay attention towards their choice of
advertising tools.
As their other advertising techniques like use of social networking sites, television and online
ads have fetched the company more customers than billboard advertisements do, they should
immediately shift preferences to alternative advertising strategies. Even if they want to
adhere to billboard advertising, they should make necessary amendments with their billboard
depiction. Change in the graphical representation on billboard advertisements can cause
change of perception in the customers. Therefore, Miss Millie’s requires application of
promotional innovation regarding the development of billboard advertising.
Hence, with the aid of this dissertation, the researcher ventures to relate the research
objectives with the findings of the research and the reviewed literature. Thus, the researcher
would be able to analyse if the outcomes of the investigation had been able to meet the goals
of the research. Besides, to mitigate the issues, the researcher also presents suitable
recommendations in this chapter.
5.1 Linking Objectives with Findings

To analyse critically the concepts of advertising, customer buying behaviour and
billboard advertising
The research findings indicate that advertising is extremely important for any retail company
in order to bring their products into the perceptions of customers. For this purpose, the
marketers must know the exact idea, kinds and strategies of advertising so that they can apply
the most suitable advertising techniques and gain maximum benefits. Hence, the literature
review of this dissertation supplies the vivid knowledge about the concepts of advertising,
billboard advertising, which the concerned company uses and understanding of customer
buying behaviour. Qualitative response of managers for Q2) supports this need.
54
To evaluate Miss Millie’s methods of using billboard advertising to endorse their food
items
As per research findings, Miss Millie’s have issues with their billboard advertisements.
Quantitative responses of customers and qualitative responses of managers elaborately depict
how Miss Millie’s use billboard advertising for promoting their products. In addition, the
literature review gives a clear insight of various kinds of billboard advertising and concepts
related to it.
To identify the impacts of billboard advertising upon shaping customer purchasing

behaviour
This objective is achieved clearly with the help of literature review as it shows how billboard
advertising had laid impact upon the customers’ buying behaviour. With the help of findings
of previous researchers, the researcher could link the two parameters of research. Quantitative
responses of customers for Q1) to Q4), Q7) and Q8) as well as qualitative responses of
managers for Q3) and Q4) considerably depict the relationship.
To find issues with their advertising technique and identify possible remedies
By providing knowledge of effective advertising and positive customer purchase behaviour,

the research study helps the company to identify flaws in their way of advertising. Moreover,
customers in survey pointed out how Miss Millie’s billboard ads lay effects upon their
perceptions. So the company can immediately take actions by linking with the literature and
connecting with the responses of their customers, so that they can overcome their current
situation of crisis and resurface again.
5.2 Recommendations
 Innovative billboard ideas: It is recommended that Miss Millie’s and other
concerning companies should develop innovative billboard ideas. They should plan
out ways to display the most eye catching and quirky ideas of billboard designs so
that people immediately pay attention towards the ads. It would decrease avoidance
and negligence by the perceivers and the ads would garner enough popularity.
SMART Extent to which it is SMART
55
Recommendation
s
S-Specific The recommendation is specific because the billboards would be
designed in accordance with the preferences of the customers.
M-Measurable The recommendation is measurable because the reactions of the
customers can be measured.
A-Attainable This recommendation is attainable because it is a feasible method
and innovative ideas can be created by any one. Ad makers and
animators can work out innovative plans.
R-Relevant The recommendation is relevant because Miss Millie’s uses
billboard advertising, so they might use better and newer ideas to
remove issues with their traditional forms.
T-Time specific The recommendation is time specific because it would be
completed within 7 weeks.
Action Plan
Activities Time Span

Bring out ideas for 1st Week
innovative billboards
Designing the forms of 2nd-3rd Week
new designs with the help
of billboard designers
Put up new billboards by 4th-5th Week
removing the old ones
Analysis of the collected 6th-7th Week
data
 Advertisements display in Public Premises: It is suggested that Miss Millie’s should

put up their billboards and posters in perceivable areas so that the customers can
easily view them. The company can keep track of their most plausible areas where
their billboards would receive maximum viewership. Through market survey, they
can also find out places where they have maximum customers.

Recommendation
s
S-Specific The recommendation is highly specific because display of
advertisements would completely depend on where they have
maximum perceivers. Most crowded places will have maximum
billboards and less ones will have fewer ads.
M-Measurable The recommendation is sufficiently measurable because the
company can measure which places and points are in the most
crowded vicinity.
56
A-Attainable It is attainable because it is possible for the company to find out the
areas having their most and least numbers of customers and act
accordingly.
R-Relevant The recommendation is relevant enough because Miss Millie’s aims
for achieving maximum viewership of their billboard ads from their
customers.
T-Time specific The recommendation is time specific because it would be
completed within 5 weeks time.
Action Plan

Identifying and choosing 1st Week
the most crowded areas
for putting up ads
Planning for ads and 2nd Week
categorising the most and
least feasible area
Put up new billboards in 3rd-5th Week
the best and most
perceivable areas
 Customer segmentation: Customer segmentation is very important for Miss Millie’s

to understand, which type of customers prefer a specific advertising techniques. Since
the choice and form of ads are highly specific for different customers, the
investigators can carry out market survey for segmenting types of customers and align
their preferences.

Recommendation
s
S-Specific It is sufficiently specific because the quantitative data findings
showed that customers of Miss Millie’s had specific choices for
ads. Hence, categorising them according to their opinions about
billboards advertising can bring success to their advertising
strategy.
M-Measurable The recommendation is measurable because the company can
measure the percentage of customers can be measured through
market survey.
A-Attainable It is attainable because it is possible for Miss Millie’s to segment
their customers.
R-Relevant The recommendation is enough relevant because the customers of
Miss Millie’s have different views for billboard and other types of
ads. Therefore, each category of customers would decide for type of
favourable ads for them.
T-Time specific The recommendation is time specific because it can be completed
within 7 weeks time.
57
Action Plan

Making a plan for market 1st Week
survey to segment
customers
Surveying within the 2nd-3rd Week
market to find the types of
ads customers prefer
Analysing the results of 4th-5th Week
survey
Categorising the 6th-7th Week
customers according to
their preferences
5.3 Limitations of the research

While executing the research investigation, the researcher encounters certain limitations. The
researcher had to deal with space and time restraints. The research had financial obstructions,
which made the execution quite difficult. The researcher had to conduct primary investigation
upon less number of customers from Miss Millie’s, which is quite small a sample size. For
collecting qualitative data, four managers were taken to respond. Moreover, the researcher
had restricted budget to carry out the investigation.
5.4 Future Scope of research

The current research investigation could not produce descriptive and diversified results
because of time, money and space constrictions. Hence, future researchers get enough
chances for extending the findings and research by basing their study upon the observations
of this dissertation. Thus, this dissertation can serve as the secondary basis of information.
Researchers can also come up with better advertising strategies and attractive graphical ideas
so that customers receive positive vibe from the pictures. Moreover, the researchers can also
make comparative analysis upon this issue with other similar companies or companies
belonging to other sectors.
58
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63
Appendices
Appendix 1
Quantitative data analysis
Name:
Location:
Contact No.: Email ID:
Dear participant,
You are sincerely required to complete the questionnaire to the best of your knowledge and
belief. Your responses are extremely important for this survey and of great help. I assure you
that your personal details and response will be confidential.
Your participation is solemnly solicited.
Survey questionnaires for the responses of customers (Surveying 50 customers of Miss

Millie’s)
1. How do you think that billboard adverting is the best way to attract most of the
customers to buy products of Miss Millie’s Fried Chicken?
 Yes
 No
 Cannot say
2. How far do you agree that billboard advertising influence you most compare to other
advertising media?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
64
3. Do you agree that customer perception about Miss Millie’s Fried Chicken can be
changed with the help of Billboard advertising?
 Strongly agree
 Agree
 Neutral
 Disagree
4. Do you think billboard advertising is the effective way to increase customer

awareness?
 Yes
 No
 Cannot say
5. How far do you think that Miss Miller’s Fried Chicken uses effective billboard
advertising?
 Yes
 No
 Cannot say
6. Which type of billboard advertising is more interesting for you?
 Printed billboards
 Digital billboards
 Inflatable Billboards
 Mobile billboards
 Others
65
7. Do you agree that digital billboard adverting is more effective to change the buying
behaviour of the customers?
 Strongly agree
 Agree
 Neutral
 Disagree
8. How far do you agree that billboard advertising by Miss Miller’s Fried Chicken is
very effective to change the perception of customers about the brand?
 Strongly agree
 Agree
 Neutral
 Disagree
9. How far do you agree that most of the customers are avoiding billboard advertising
while travel outside?
 Strongly agree
 Agree
 Neutral
 Disagree
10. Do you agree billboard advertisements are the most cost effective way to influence
customer buying behaviour?
 Strongly agree
 Agree
 Neutral
 Disagree
66
67
Appendix 2
Qualitative data analysis
Name:
Location:
Contact No. Email ID:
Interviews with the manages for their responses (Interview with 4 Managers at Miss
Millie’s)
Interview Questions with Transcripts:
1. How billboard advertisement helps Miss Millie’s Fried Chicken to sustain in the
competitive market?
First manager== “I believe that billboard advertising had aided Miss Millie’s by generating
interest among significant number of customers. This had increased the footfalls in the Miss
Millie’s outlets. Last year, 100-120 customers had reported to have come to Miss Millie’s on
the pretext of viewing billboard ads. ”
Second manager== “I think our billboard ads are quite attractive. We make use of high
definition graphics, which are obtained through the best technology. We have a team of the
best animation and digital ad-makers behind every billboard ad. Thus, technology-wise, we
have superior graphics on the hoardings to other fast food companies.”
Third manager== “I do not agree because I feel we do have issues with their representation
on the billboards. Other fast food outlets had gained better competitive advantage in terms of
depiction, as they had shown healthier illustration.”
Fourth manager== “Yes, even I believe competing fast food chains showed healthier
depiction of chicken items by complementing them with ample amount of salad. Such
companies had fetched positive customer behaviour due to these illustrations. Billboards ads
of Miss Millie’s lack such depictions.”
68
2. How effectively does Miss Millie’s use billboard advertisements to increase sales of
the company?
First manager==”Our billboard ads are quite effective. The billboards have been successful
in influencing100-120 customers the previous year. They were greatly attracted by the sight
and visuals of the hoarding ads. They chose to dine at Miss Millie’s outlets regularly.”
Second manager==”Yes, our highly attractive billboard ads are the main reasons for
generous footfall in our outlets. However, in spite of spending a good amount of 12.25% of
our advertising budget for putting up expensive and illustrative ads on the hoardings, our
sales figures did not match our expectation.”
Third manager==”Our revenues went down by 2.74% although we had invested a huge
amount for the ads. I think the visualisation of improper oily chicken snacks in the hoardings
might have led to this decline. The improper depiction has not been able to provide them us
expected growth with respect to sales.”
Fourth manager==”In this regard I have noticed that other advertising strategies of Miss
Millie’s, for instance, ads on social networking sites and television, had influenced the
consumers more significantly. In the current year, 76.23% of our customers have accounted
to have come to Miss Millie’s after viewing influential ads on television and internet.”
3. What is your opinion about billboard advertising and its impact on customer’s
buying behaviour?
First manager==”Our billboard ads are adequately attractive. They are eye-catching and
have offbeat taglines that fetch attention from the customers.”
Second manager==”However, in spite of having the best team of graphics designer and
animated ad makers, we have issues with the depiction of foods in the ads. Pictures in the
billboard ads have shown only the fried fast food items. Pictures of chicken snacks have
shown excessive oil content. We lack healthy depiction, for instance, salad along with the
snacks. This has imposed adverse effects upon the customers, making them avoid Miss
Millie’s food offerings.”
Third manager==”I think we have been spending elaborately upon billboard ads for
yielding high technical satisfaction. However, this has not fetched us with expected progress.
69
Fourth manager==”I support this because the customers show unfavourable purchase
behaviour. They have become more health conscious, which is why they do not prefer oily
and unhealthy food items, as they see on the hoardings.”
4. How effectively Miss Millie’s Fried Chicken makes strategy of billboard

advertisement to change the customer’s buying behaviour?
First manager==”I believe our billboard advertising strategy is quite effective in acquiring
customers and transforming our buying behaviour. Our customers have been fairly attracted
with the ads on the billboards as well as posters, and perceive our food items in a positive
way due to our poster depiction.”
Second manager==”However, I believe that the declining revenue returns of Miss Millie’s
were due to the adverse behaviour of our customers. The billboards ads show noxious and
fatty fast food items, which make the perceivers, develop wrong notions about Miss Millie’s
products.”
Third manager==”I think the perceivers think the food items of Miss Millie’s will have
detrimental effects upon their health. Since the ads lack illustrations of complementary sides
like cucumber, lettuce, capsicum, etc., the customers do not prefer to dine at Miss Millie’s
outlets. Thus, the billboard depiction provides unfavourable buying behaviour.”
Fourth manager==”Yes, but we do have plans in future to bring in necessary changes in the
pictures on the hoarding ads. We are planning to inculcate healthier illustration of vegetables
in complement with the fried chicken items, so that customers can understand that Miss
Millie’s support nutritive value of food more than the idea of serving junk foods.”
70

An Analysis of The Impact of Billboard Advertising On Determining Consumer Buying Behaviour: A Case Study On Miss Millie'S Fried Chicken

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AN ANALYSIS OF THE IMPACT OF BILLBOARD

ADVERTISING ON DETERMINING CONSUMER BUYING

The current research dissertation is on the topic-- AN ANALYSIS OF THE IMPACT OF

It gives me immense pleasure in completing my research dissertation, titled as “AN

Thanking you all,

Table 4.1: Attractiveness of Billboard ads...............................................................................34

Figure 1.1: Structure of the Dissertation..................................................................................13

According to Bernstein(2010), advertisers have different forms and modes of advertising,

As stated by Wright (2012), consumer buying behaviour is a sensory parameter of customers

1.1 Background of the study

1.2 Background of the company

1.3 Significance of the Research

1.4 Problem Statement

1.5 Rationale of the Research

Why is it an issue now?

What can this research shed light on?

1.6 Research Aim

1.8 Research Questions

CHAPTER 1: INTRODUCTION OF THE TOPIC, RATIONALE OF THE STUDY, RESEARCH AIM,

CHAPTER 2: DEVELOPMENT OF SUITABLE LITERATURE REVIEW

CHAPTER 3: DEVELOPMENT OF PROPER RESEARCH METHODOLOGY

CHAPTER 4: DATA FINDINGS AND INTERPRETATIONS

CHAPTER 5: CONCLUSIONS AND SUITABLE RECOMMMENDATIONS

Figure 1.1: Structure of the Dissertation

2.1 Conceptual framework

Billboard Advertising Consumer Buying Behaviour

Theory of Consumption by Jean Baudrillard

Consumption Behaviour and Impact of Neo-Liberal Economy

Social Cognitive Theory and Development of Neo-Consumption

Digital Billboard Advertising

Impact of Billboard Advertisements on Purchase Attitude: Visual Impact

Figure 2.1: Conceptual Framework

2.3 AIDA model of Advertisement

Figure 2.2: AIDA model of Advertisement

2.4 DAGMAR approach of advertising

Awareness of the Customer

Understanding of the Customer

Assurance of the Customer

Figure 2.3: DAGMAR Approach

2.6 Digital Billboard advertisements

2.7 Concept of Consumer buying behaviour

2.8 Theory of Consumption by Jean Baudrillard

2.9 Consumption behaviour and impact of Neo-liberal economy

2.10 Social cognitive theory and development of neo-consumption

2.12 Gaps in the current Literature Review

3.1 Research outline

3.2 Research Onion

3.3 Research Paradigm

3.3.1 Research Philosophy

3.3.1.1 Justification of choosing positivism research philosophy

3.3.2 Research approach

3.3.2.1 Justification of choosing deductive research approach

3.3.3 Research Design

3.3.3.1 Justification of choosing descriptive research design

3.5 Research Strategy

3.5.1 Justification for selection of research strategy (Survey and interviews)

3.6.2.1 Quantitative Data Collection Method

3.6.2.2 Qualitative Data Collection Method

3.8 Ethical consideration

3.9 Data analysis

3.10 Time table

4.1 Part A: Quantitative Data Representation and Interpretations