Influence of advertising on consumer behaviour

Introduction

In the current era of information explosion and the world of media, advertisements play a

major role in changing the behavior and attitude of consumers towards the products shown in

the advertisements.

The advertisements not only change the way of product is consumed by user but alter the

attitude with which they look at the product. All over the world, advertisements have been

used since ages for a wide variety of brands.

For over the last two decades, a sharp increase in advertisements per brand can be witnessed.

Advertisements have great influence in purchasing decision of customers for particular

brands.

It is a ubiquitously accepted fact that advertisements can bestow special attributes upon a

product or service that it may have lacked otherwise. The present study focuses on

identifying the influence of advertisements on the consumer behavior and attitude with

special reference to consumer durables.

Brand image and advertisment play crucial role to boost up any business performance as

brand image is an implied tool which can positively change people’s buying behaviors and

advertisement is behaving as a driving force for any business as it’s an effective source to

convey your message and stay in customer’s mind.

Fernel B. Bando Jr.

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Advertisement is considered one of the most effective medium to influence the purchase

decision of consumers. This study aims to answer the question that whether the residential

background of consumers ie rural and urban has a varying effect on the buying decision due

to the television advertisements. This study also compares the effect of TV advertisements

among the males and females.

Maheshwari, Seth & Gupta (2016) in their article “An empirical approach to consumer

buying behaviour in Indian automobile sector" has concluded that advertisement

effectiveness positively influences consumer buying behaviour.

Ha, John, Swinder & Muthaly (2011), in their research paper "The effects of advertising

spending on brand loyalty in services" have discovered that advertising spending has impact

on consumer’s perceived quality of the product, consumer’s loyalty and satisfaction level.

Kumar & Raju (2013) in their paper “The Role of Advertising in Consumer Decision Making”

have found that advertisements are able to change the consumer’s opinion about a

particular product.

Advertising has always known to be one of the key factors that affect consumer’s decision

making process. In this paper, we have attempted to combine different sets of variables

from these previous studies to test and analyse how they impact consumer’s buying

intention.

Fernel B. Bando Jr.

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Methodology

The purpose of this study is to examine the impact of brand image and advertisement on

consumer buying behavior in barangay calaba.

The sampling method that was used in this research is ‘random sampling method’. Students,

professionals and aged people were considered for the survey. The age limit was minimum

18 years. The data was mainly collected among the people from different parts of calaba.

Questionnaire survey was used to collect the data by using non probability convenient

sampling technique. A sample of 20 questionnaires was used in which 10 responses were

collected within the period of one week. Findings show that brand image and advertisement

have strong positive influence and significant relationship with Consumer buying behavior.

People perceive the brand image with positive attitude.

Example questions for this is:

 What are the things that you buy?

 How many do you spent every buy some new add that show?

 Are you in debt because of buying something that is not need?

 Are there any benefits to watching add?

The research create awareness of the people who buy more products and attracts more

buyers. The researcher recommends that the company should create advertisements in other

dialect, create advertisements that reflect the local situation and ensure that advertisements

should convey direct information about the product rather than to showing glamour and

exaggeration. Also, advertisements should offer more information about the benefits of the

product.

Fernel B. Bando Jr.

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For this study a total of 50 consumers were approached. Among them, 20 surveys were used

for the analysis. The response rate however was approximately 10%. The remaining

questionnaire were eliminated due to some errors such as, being filled in incorrectly or were

left incomplete.

Fernel B. Bando Jr.

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