THE INFLUENCE OF ADVERTSING ON THE CONSUMER BUYING

BEHAVIOR OF GLOBAL PAINT. A CASE OF NYAMITYOBORA WARD

MBARAR CITY SOUTH

BY

KATO ISA

2018/BBA/070/PS

SUPERVISOR:
MS. TALENT NUWABIINE
LECTURER

A RESEARCH PROPORSAL SUBMITTED TO THE FACULTY OF

BUSINESS AND MANAGEMENT SCIENCE IN PARTIAL
FULFILMENT FOR THE AWARD OF BACHELOR OF
BUSINESS ADMINISTRATION OF MBARARA
UNIVERSITY OF SCIENCE
AND TECHNOLOGY

NOVEMBER, 2021
LIST OF ABBREVIATIONS
AD: Advertisement

IAD: Impressive Advertisement

SUA: Simple to Understand Advertisement

AGA: Attention Grabbing Advertisement

MAD: Memorable Advertisement

CAD: Creative Advertisement

HAD: Honest Advertisement

CBB: Consumer Buying Behavior

NPA: Newspaper Advertisement

RAD: Radio Advertisement

TVA: Television Advertisement

GPF: Global paints factory

FCB: Foote, Cone and Belding

LIST OF FIGURES
Figure 1 Conceptual Frame work………………………………………………………………………….

Figure 2 Advertisement Model (AIDA / DAGMAR)……………………………………………………….

Figure 3 Advertisement model (FCB)……………………………………………………………………….

Figure 4 Media of advertisement, which influence consumers buying behavior……………………………

Table of Contents
STATEMENT OF CERTISFICATION......................................................................................................ii
DECLARATION........................................................................................................................................iii
Acknowledgement......................................................................................................................................iv
LIST OF ABBREVIATIONS AND ACRONYMS.....................................................................................v
ABSTRACT...............................................................................................................................................vi
List of figures.............................................................................................................................................vii
CHAPTER ONE:........................................................................................................................................2
INTRODUCTION.......................................................................................................................................2
1.0 Introduction..................................................................................................................................2
1.1 Background of the study...........................................................................................................2
1.2 statement of the problem...........................................................................................................4
1.3 Aim and objectives of the study................................................................................................5
1.3.1 Aim of the study.................................................................................................................5
1.3.2 objectives of the study........................................................................................................5
1.4 Research questions..........................................................................................................................5
1.4.1 The main research question......................................................................................................5
1.4.2 Sub-Research questions............................................................................................................5
1.5 scope of the study............................................................................................................................5
1.6 conceptual frame work......................................................................................................................6
Structure for conceptual frame work...........................................................................................................6
1.7 The Significance/ purpose of the study..............................................................................................7
1.8 definitions of terms............................................................................................................................7
1.8.1 Advertising.................................................................................................................................7
1.8.2 Consumer....................................................................................................................................7
1.8.3 Consumer behavior.....................................................................................................................7
1.8.4 Awareness...................................................................................................................................7
1.8.5 Effective communication............................................................................................................7
CHAPTER TWO:........................................................................................................................................8
REVIEW OF RELATED LITERATURE...................................................................................................8
2.0 Introduction.......................................................................................................................................8
2.1. Theoretical Framework.....................................................................................................................8
 2.2. Models of advertisement...................................................................................................................8
2.2.1. AIDA MODEL..........................................................................................................................8
2.2.2. Foote, Cone and Belding (FCB) Model...................................................................................10
2.3. Concept of consumers buying behavior..........................................................................................10
2.4. Models of consumer behavior.........................................................................................................10
2.5. Advertisement media......................................................................................................................10
2.5.1. Print media advertising............................................................................................................10
2.5.2 Broadcast media advertising.....................................................................................................11
2.6. The influence of advertising media on consumers buying behavior...............................................11
2.6.1. Influence of television advertising on consumers buying behavior..........................................11
2.6.2. Influence of newspaper advertising on consumer buying behavior..........................................11
CHAPTER THREE:..................................................................................................................................14
RESEARCH METHODOLOGY..............................................................................................................14
3.0 Introduction.....................................................................................................................................14
3.1. Research approach......................................................................................................................14
3.2. Research Design.............................................................................................................................14
3.4. Population of the study...................................................................................................................15
3.5. Sampling.........................................................................................................................................15
3.5.1. Sample size..............................................................................................................................15
3.5.2. Sampling technique.................................................................................................................16
3.6. Data collection methods.................................................................................................................16
3.7. Data collection tools.......................................................................................................................17
3.8. Data analysis and presentation and interpretation...........................................................................17
3.8.1. Descriptive statistics................................................................................................................17
3.8.2. Correlation...............................................................................................................................17
3.8.3. Multiple linear regressions.......................................................................................................17
3.9. Quality control................................................................................................................................18
3.9.1 Reliability of the study..........................................................................................................18
4.0. Research procedure.........................................................................................................................18
4.1 Study limitation...............................................................................................................................18
REFERENCES..........................................................................................................................................20
APPENDICES...........................................................................................................................................22
 CHAPTER ONE:
INTRODUCTION

1.1 Introduction
The study is intended to establish the influence of advertising on the consumer buying behaviour
in Global Paint factory in Mbarara. This chapter presents: Back ground of the study, Problem
statement, Aim of the study, Specific objectives of the study, Scope of the study, Conceptual
frame work, Significance of the study, Hypothesis and Definition of terms used in the study.

1.2 Background of the study

Today’s business world is more challenging than even before because it is not enough for
business to have good and quality products or services sold at appealing prices ( ). To generate
sales and profits, the benefits of the products have to be communicated to consumers via
different channels (Milligram & Roberts, 1986). In marketing, this is commonly known as
advertising.

The organization has to deliver the message about the product to its customers through well-
organized marketing strategies. Of all marketing strategies, advertisement is an effective way to
influence the mind of viewer’s exposure towards a particular product or service (Katke, 2007).

The history of advertising is connected to humankind evolution and grew slowly through
centuries and by 15th and 16th century with the printing industry the first gazette appeared in
Venice. It gained momentum in the 17th century when weekly newspapers in London begun to
carry advertisements. By 18th and 19th century it had flourished with capitalistic economies
(Aren, W.F, 1999). However not many businesses practiced advertising at the time and
moreover, it was limited to televisions, radios, billboards and newspapers. The use of
advertisement has significantly increased in the 20 th century with globalization and increase of
mass media which has come up with competition.

In Africa, the history of advertising can be traced as back as ancient civilization when the
Egyptians used papyrus to make commercial messages and wall posters (Holbrook, 1987). It

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grew further with colonization where British and Germany companies were signing treaties with
African countries to effect trade.

In E. Africa, and Uganda in particular, advertising started with the era of kingdoms with batter
trade where a certain kingdom would be branded as the producer of a certain product
quantifiably and qualitatively (Ryan, 1996). It gained strength during the colonial era with
industrial revolution in Europe and the importation of foreign products. After independence
period, the country developed other advertising medium such as print medium (newspapers,
magazines, brochures) outdoor medium (billboards, events) and broadcasts medium (television,
radio), (Bearden, 1999). Currently the trend has also changed where digital advertising is just on
bloom. All this aim at impacting on consumer buying behavior.

According to Ryan’s, 1996), advertising is a foam of communication intended to converse an

audience (viewers, readers, listeners) to purchase or take some actions upon products information
or services. Advertising is a component of promotional mix which is used to create awareness
about products and services for influencing purchase decision. Marketers use televisions,
newspapers, commercial radios, outdoor adverts, magazines, billboards and modern media such
as websites, blogs and text messages (Ahmed & Ashfaq, 2013)

The American marketing association has defined consumer behavior as the dynamic interaction
of affect and cognition, behavior and their lives ( ). Schiffman & Kanuk, (2007)
defined consumer behavior as a process and activities people engage in when searching,
selecting, purchasing using evaluating and disposing of products to satisfy their needs or desires.
According to Morris (1998), consumer behavior has two aspects; the final purchase activity
which is visible to us and the decision process which may involve the interaction of a number of
complex variables not visible to us that is how they purchase, what they purchase, where they
purchase, when they purchase and how often they purchase. As a matter of fact, purchase
behavior is the end result of a long process of consumers decision making (Duffy, 2005)

Advertisement has become one of the most crucial commercial activities globally. Companies
allocate large part of their budget to execute and run advertisements to communicate information
about their services and products. Marketers have always adapted to changing demands when it
comes to creating new advertisement. However, the impact about brand is changed and

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strengthened frequently by people’s memories. Memories about the brand consist of those
associations that are related to brand name in the consumer mind. These brand cognitions
influence consideration, evaluation and finally purchases (Romaniuk & Sharp, 2004).

Locally, demand of different items and the purchasing power of the consumers with in the
environment is increasingly, influenced by firms that are competing to obtain their target
customers attention accordingly. Most of the firms use advertisements as an important marketing
strategy to survive in the competitive environment. One of the firms is Global Paint Uganda
Limited (GBUL). GBUL products include paint, varnish and lacquer that are mainly categorized
as decorative/architectural paint and industrial paint. Decorative paints used mainly for painting
interior and exterior of houses, office building and factories. Industrial paints including
automotive paints, marine paints and protective paints used to paint industry fittings. study aims
at finding out how advertising influences consumer buying behaviour using Global Paint Uganda
Limited (GBUL) as a case.

With the boom in the construction industry, there is increasing demand for the paint by both
government and private sectors to furnish their buildings. Not only Global Paint Uganda Limited
(GBUL) is the sole producer and supplier of paint but other companies to. Thus the proposed
study to examine the extent to which advertising influences consumer behaviour in purchasing
Global Paint Uganda Limited products in Nyamityobora Ward Mbarara City South.

1.3 Problem statement

Scholars have advanced that advertising creates awareness and increase market share (Zhang &
Gelb, 1996). This is because the population is more prone to be influenced by advertisements
thus responding favorably to it by rewarding advertisers with purchases. All marketers including
all competing manufacturing companies communicate with their target markets through
advertising (pollay & mittal, 1993). With the coming up of many paint companies such as Global
paint Uganda Limited, Sadolin company, Plascon company and many others and further using
different medium of advertisement, one wonders whether it is advertising that still influences
consumer behaviour in demand for these companies products thus a proposed study to establish
the influence of advertising on consumer behaviour using Global paint Uganda Limited as a
case.
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1.4 Purpose of the study.

The overall purpose of the study will be to examine the extent to which advertising influences
consumer behaviour in purchasing Global Paint Uganda Limited products in Nyamityobora
Ward Mbarara City South.

1.5 Specific objectives of the study

1. To find out which advertisement media has more influence on the consumer buying
behavior of Global Paint Uganda Limited products in Nyamityobora Ward Mbarara City
South.
2. To find out forms of advertising that influence consumer buying behavior of Global Paint
Uganda Limited products in Nyamityobora Ward Mbarara City South.
3. To find out other factors that influence consumer buying behaviors of paints in
Nyamityobora Ward Mbarara City South.

1.6 Research questions.

1. What advertisement media influences consumers to buy Global Paints Uganda Limited
products Nyamityobora Ward Mbarara City South?
2. What advertising forms that influence consumers to buy Global Paints Uganda Limited
products Nyamityobora Ward Mbarara City South?
3. What are other factors that influence consumers to buy different painting products in
Nyamityobora Ward Mbarara City South?

1.7 Conceptual frame work

Reichel and Ramey (1987) stated that a conceptual frame work is a set of broad ideas and
principles taken from relevant fields of inquiry and used to structure a subsequent presentation.
Moskal and Leyden’s (2000) further states that conceptual frame work is a written or visual
presentation that explains either graphically or in narrative form what is to be studied. A
conceptual frame work can act like a map that gives coherence to empirical inquiry.

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In this study, a frame work is developed to conceptualize the interrelation between a dependent
variable (consumer behaviour) and independent variable (Advertising). Assessment of the
variables of conceptual frame work will assist to understand the phenomenon because
assessment of each variable will provide an answer to specific research questions developed
above.

CONSUMER BEHAVIOUR (DV)

ADVERTISING (IV)

Media  Attitude
 Interest
 News papers  Loyalty
 Television  Reference
 Radio  Decision making
 Social media  Reinforcement
 Responsive
Forms

 Memorable
 Creative
 Honest
 Impressive
 Attention Grabbing

Source: Self conceptualized model from literature review

Fig. 1 Conceptual framework of the study

1.8 Scope of the study

1.8.1 Content scope

The study will focus on the influence of advertising on consumer behavior. Advertising is the
independent variable operationalized with media and forms of advertising where as consumer
behavior is the dependent variable operationalized by the way consumers react such as the
attitude they portray, the reference they make…

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1.8.2 Time scope

The study will look at one year that is from November 2020 to November 2021. This is
presumed that people always change the paint of their houses annually. Data collection will take
one month that is November 2021.

1.8.3 Geographical scope

Users of Global Paints Uganda Limited products are distributed throughout the country, but this
study only targets those buyers within Mbarara city south and Nyamityoboora ward. This is
because in this city suburb, all buildings are painted and there are a lot of signposts and bill
boards of Global Paints. Therefore one wonders whether all painted houses used Global paint.

1.9 The Significance of the study.

The study will be of great significance to:

Policy makers who will use study information to regulate advertising media and even legalise
some media in advertising to protect consumers.

Company owners who will want to use findings of the study to improve the advertising and
promotional strategies and even maintain best practices in advertisement.

To academicians who will use study findings as reference or as a basis for further research
through recommendations by the current study.

Above all this study will help the researcher in attainment of a Bachelors of Business
Administration majoring in marketing of Mbarara University of Science and Technology.

1.8 Definitions of terms

1.8.1 Advertising
In this study, advertising will be used to refer to any form of non-personal communication about
company product, services or idea by an identified marketer.

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1.8.2 Consumer
In this study, the term consumer will be used to refer to the end user of the product or service.

1.8.3 Consumer behavior

Belch & blench defined consumer behavior as the processes and activities people engage in
when selecting, searching and purchasing using evaluating and disposing of products to satisfy
their needs or desires. This definition will be maintained for the current study.

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 CHAPTER TWO:
LITERATURE REVIEW

2.1 Introduction
The study will review literature to build up a foundation to support the researcher school of
thought. Both primary and secondly literature will be reviewed. This chapter is organized under
three major themes, theoretical Review about study variables, conceptual Review and empirical
evidence on the study variables with observed research gap.

2.1. Theoretical Framework

In the early 20th century, psychologists Walter D. Scott and john B. Watson contributed applied
psychological theory to the field of advertising. Scott asserted that “Man has been called the
reasoning animal but he could with greater truthfulness be called the creature of suggestion. He
is reasonable, but he is to greater extent suggestible” (Benjamin & Baker). He demonstrated this
through his advertising technique of a direct command to the consumer. They also implemented
the concepts of behaviorism into advertising. This focused on appealing to the basic emotions of
the consumer: love, hate and fear. This type of advertising proved to be extremely effective as it
is suited the changing social context which led to heavy influence of future advertising strategy
and cemented the place of psychology in advertising .

In the late 19th century the advertisement agency of N.W. Ayer & Son was instituted. Ayer and
Son offered to plan, create and carry out full package of advertisement for its customers. By
1900 the advertising agency had become the focal point of creative planning and advertising was
firmly established as a profession. Around the same time, in France, Charlse-louis diversified the
services of his news agency, to include advertisement brokerage, making it the first French group
of organize. At first, agencies were brokers for advertisement space in news papers. N. W. Ayer
& Son was the first full-service agency to assume responsibility for advertising content, N.W.
Ayer opened in 1869, and was located in Philadelphia USA (Brassington, 2001)

2.2.1 Models of advertisement

Though there are several models of advertisements just two models are reviewed in detail for the
purpose of this study.

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2.2.1.1 AIDA Model

The AIDA model produces a detailed illustration about the entire procedure of how advertising
influence consumer behavior and the purchase decisions. It is an acronym, which consists of the
factors of attention, interest, desire and action, all of them relevant to the relationship between
consumer behavior and advertising. The first element, that is attention, describes the stage in
which the brand manages to gain the attention of the consumer through the advertisement that
he/she has to come into contact with. Organizations creating attention, interest, desire, and
attraction of their products in the market using appropriate channels of communication to reach
the mass market are thus stimulating.

Demand of existing and new products in the market have three general stages in common, even
though the amount or names of sub-stages might differ they include: Cognitive stage (what the
receiver knows or perceives), Effective stage (receiver’s feelings or effective level), Behavior
stage (consumer’s action). According to colley (1984) one of the earliest models was AIDA:
(attention, interest, desire and action). This model is also called DAGMAR, an abbreviation for
designing goals for measured results. This model will be designed under four interrelated stages
of communication: awareness, comprehension, conviction and action. Colley said that this model
describes a learning process by which consumer’s progress through a series of predetermined
functions to complete the purchasing process. The model assumes that a purchase will only be
made when all the steps have been completed. The proponents of this model assumed that the
model is dynamic where each single step in the sequence depends upon the preceding step. The
steps of hierarchy of AIDA model are as follows:

Awareness
It is the first step of hierarchy of AIDA model, where people get awareness about products. At
this stage, advertisers introduce their products and services and information about the usage of
products. Initially, advertisers create awareness about products in their target market and its
benefits to use (Baca et al, 2005). According to Ashcroft and Hooey (2001) awareness is the
cognitive stage to attract customers and is the first step of communication process.

9
Interest
Advertisement of a product or service is run with the aim to create interest among target viewers
because creating interest is the priority of advertisers (Rowley, 1998; Broeckelman, 2010).
Continues buying of a particular product shows consumers interest (Ghirvu, 2013),
pharmaceutical companies, for example often invest to create products interest in target market
with aggressive sales force which attempts to motivate customers for further query (Baca, 2005).

Desire
It is the third step of hierarchy of AIDA model that deals with the aspiration of target customers
to buy a product or service. From advertising view point, desire is said to be the intense level of
wanting a product. Creating desire is the precedence of advertisers, where they explain the
features and benefits of their products that how much value you have here (Richardson, 2013),
At this level, advertisers try to give greater exposure of a product to the customers (Rowley,
1998).

Action
At the fourth level of hierarchy of AIDA model action on the part of customer is taken i.e.
actually purchasing a product or service. At this stage, customers are ready to pay for the
products to fulfill their intense; desire for the products to fulfill their intense desire for a
particular product or services. A number of incentives offered may persuade a customer to a take
action for example discounted prices often entice customers to take action i.e. buy something. As
mentioned by Ashcroft and Hoey, 2001 action is the behavior stage involving actual purchasing

2.2.1.2 Foote, Cone and Belding (FCB) Model

A paper by Richard Vaughn (1980) researched the other advertising model, FCB, an acronym for
Foote, cone and Belding. This model is strategy matrix, suggesting that advertising works
differently depending on the product involved. Vaughn’s work allows advertisers to select the
attitudes that consumers are likely to have towards the product. He suggests: “Not all advertising
functions in the same way, sometimes communication of key information and salient emotion
will be needed to get sale. At other times, consumers will need one, but not both; and often, a
purchase may occur with little information or emotion. The purpose of strategy planning is to

10
identify the information, emotion or action leverage for a particular product, build the
appropriate advertising model and execute it.

2.2.2 Concept of consumers buying behavior

According to Zelman 2004, marketing researchers involving in studying the behavior of
consumers soon appreciated the fact that though there were many similarities, consumers were
not all alike. There were those who used products currently in style while many consumers did
not like using “me too” types of products and showed a preference for highly differentiated
products that they felt met their special needs and reflected their personalities and lifestyles.
These findings led to the development of the market segmentation concept, which required
dividing the total heterogeneous but potential market into readily smaller homogenous groups or
segments for which they could design a particular marketing mix. They also used positioning
techniques and developed promotional programs to vary the image of the products, so that they
were perceived as a better way to satisfying the specific needs of certain segments of consumers
(Bearden, 1999)

2.2.2.1 Models of consumer behavior.

There are also various consumers’ models which help us in the understanding of consumer
behavior. According to Beckman 1986, there are two types of consumer models:
Traditional models: Economic, learning, psychological and sociological and
Contemporary : Howarth Sheth, Engel-Blackwell-Kollat and Nicosia. Since the models are very
broad, few of them will be reviewed in this study based on their relevance to the study

2.2.3 Conceptual Review

2.2.3.1 Advertisement media.

Modena 1991 holds that the Medias for advertisement can be classified into the following four
categories: namely print; electronic or broadcast; outdoor and other media advertising. Based on
their relevance to the study, few of them will be reviewed in this research.

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2.2.3.1.1 Print media advertising.
The print media consists of newspapers, magazines, journals, handbills. No newspaper or
journal, today can survive without advertisement revenue. Print media advertising even today, is
the most popular form; and revenue delivered by mass media from advertising has, therefore,
been progressively increasing year after year. Print media appeals only to the sense of sight, i.e.
eyes

2.2.3.1.2 Broadcast media advertising

This consists of radios, televisions, motion pictures, video and internet. The radio is audio in
nature, attracting only to the sense of sound (ears). Radio advertising is more effective in rural
areas, as compared to urban region. Television, as an advertising medium, is more attractive and
effective because it is an audio visual medium appealing to both the senses of sight sound (eyes
and ears). Different methods, such as, spot announcement; sponsored programs and etc. are used
for broadcast advertising is also undertaken via movies, video and internet

2.3.1 The influence of advertising media on consumers buying behavior

The advertising has foremost and vital effect on purchasing behavior of consumers. If an advert
is effective enough to impress, the viewer will be more willing to pay attention to it and is less
likely to avoid the advert next time it is shown (Biel, 1990). Furthermore, the increased repetition
of viewing the advert due to the impression enhance the silence of the advert in memory,
(Ehrenberg, 1974)

All markers including all competing manufacturing companies communicate with their target
markets through advertising (pollay & mittal, 1993), the way of their communication and the
information contained in the advertising is not strong enough and portent enough to attract the
attention of the consumers. Since the information is too weak or irrelevant. The advertising has
no chance of having an effect on consumers buying behavior of their products or services
(madden & Weinberger, 1982). Advertising must be consistent enough so that it will be accepted
and bring on effect on consumers buying behavior when judged against information previously
processed and held in the long term storage (Schultz & tanneaubaum, 1988).

12
According to (Ballester, Nevano, Sicilia, 2012), the consumer is most likely to associate with
advertisement of those brands which have emotional values and messages. This is so because
positive emotional appeals provide a strong brand cue and stimulate category based processing,
if the category in memory are transferred to object itself (stone, 1987). Also advertising is part of
the total cost of affirmed however through it is different compare to production cost and selling
cost. Advertising cost is taken as part of selling and a distribution expense which implies that it
increases the cost of production of the firm in modern business according to Becerra & Gopta,
1999). Why and how are firms still engaging in this practice?

Advertising is costly; often its effects are uncertain and sometimes it takes awhile before it
makes any impact on consumers buying behavior. It is for the reasons that many companies think
it’s appropriate, occasionally to reduce expenditure on advertising or entirely eliminate it. On the
other handsome companies sometimes consider it unnecessary to advertise when their brands are
already enjoying great success without advertisement such behavior implicitly fails to consider
the fact that advertising is not just current expense or mere exercise but an investment.

As companies are spending large amounts of investments on advertisement because they want to
keep their products at the top of the customers mind. Advertisement has proven to be successful
tool for the communication but the companies are still in the confusion that what kind of
ingredients should be there and how these advertisements will help to change the consumers
buying behavior.

Several related studies have been conducted in this area but most of these studies concentrated
on advertisements in general. Farashah (2011) researched on the impact of advertisement in
manufacturing company, Kumar (2003) researched on the role of advertising in consumer
behavior. Moreover, the above studies focused on different organizations but none got to deal
with the effect of advertisement on on consumer buying behavior in case of GLOBAL PAINTS
FACTORY. The paint industry and market is an essential market because we all identify with it,
all buildings we find shelter in have paint within them hence it is necessesary to shed light on
this market.

Hence proposed study is attempted to address the knowledge gap by describing advertising
characteristics (impressive, simple to understand, attention grabbing, memorable, creative and

13
honest) which have an influence on consumers buying behavior in case of GLOBAL PAINTS
FACTORY.

Muhammad (2014) conducted a study on the impact of consumer perception and advertisement
on consumer buying behavior. The study was conducted in Pakistan. 150 questionnaires were
distributed to randomly sampled respondents. The study found out that advertisement had strong
positive impact on consumer buying behavior. It was found that quality advertisement and
positive perception can really play virtual role in improving consumers buying behavior

Niazi (2011) studied on the effective of advertising and its influence on consumer buying
behavior. The study was conducted in Pakistan. The methodology used was quantitative
technique. 200 questionnaires were distributed and probability sampling was used in a simple for
data collection. The findings of the study revealed that there is huge relationship between
advertisement and consumer buying behavior. It also established the relationship between
environmental response and consumer buying behavior. According to the study, consumers are
buying products which they see in advertisement more than emotionally.

2.6.1. Influence of television advertising on consumers buying behavior

Kalte (2017) conducted a case study to find the impact of television advertising on child health
and family spending. A result shows that advertisements change the direct habit and lead to
violent behavior of children. It creates stress on the parents and hits family budget. The study has
revealed the positive co-relationship [p between time spent with television but the adverse effect
on children and family.

Television advertising is most effective means of communication. This is because it has an audio
visual impact (stone, 1982). With catchfly slogans, song and dance sequences, famous
personalities exhibit products. TV advertising has varieties of channels’ and programmers;
advertisers have a lot of choice to select the channel and time to advertise. With regional
channels coming up, any person even illiterates can watch the advertisements and understand
them by seeing and hearing. Arshad (2014) studied on the impact of effective advertising on
consumer behavior. The study was conducted on seven cities in Pakistan. It used probably

14
sampling of 300 respondents. The study found that TV advertising is more persuasive than other
advert to convince customer to buy product because it shows and makes perception to consumer.

2.6.2. Influence of newspaper advertising on consumer buying behavior

Bansal and Gupta (2014) studied on the impact of news papers advertisement on consumer
behavior. The study selected a sample 1017 advertisements from different English news papers
which appeared recently in 6 weeks. The study found that many advertising in newspapers were
informal and they were perfect in convincing consumer to buy store products. Print media is a
very commonly used medium of advertising by businessman. It includes advertising through
newspaper, magazines, journals and the likes and it’s also called press advertising. Newspapers
are included in paper print out which are published in English or Kiswahili. These are the
sources of news, opinions and current events (Mc quails, 2005). In addition, newspapers are also
a very common medium of advertising.

The advertiser communicates his or her messages through newspapers which reach to millions of
people. According to stone, 1982) the advantages of newspapers stem from having wide
circulation and a single advertisement in the newspaper can quickly reach to a large number of
people. The cost of advertising is relatively low because of wide publication. Generally
newspapers are published daily thus the same advertisement can be repeated frequently and
remind a reader everyday

2.6.3. Influence of Radio advertising on consumers

The creative strategy is used in radio commercials are different and advertising firms adjust their
communication strategies in response to the specific needs of different consumers. The central
place theory advocates that products with higher price and lower buying frequency influence
positively the perception of consumer on the promotional communication of stores derived
through the radio programmed and outdoor advertising(Hubbard, 1978), the perception of radio
as an intimate medium of communication during the non-availability of visual media profoundly
affects the way people consider listening to radio programmers including commercials, perform
information analysis, and make applied decision. The localized commercials on radio keep
consumers also aware about the market movements (Sauls and Greer, 2007). Radio
advertisements influence listeners on all days of the week and at the time of work. The

15
positioning of advertisements on radio is precise and well targeted to consumer segments which
drive higher response among listeners (Verhoef, 2000). Advertisements on radio target audiences
along age, gender and ethic lines and mobilize extolment and gender sensitivity as persuasive
technique to promote products and services during working hours with the view that access to
commercial information is a “new cool-tier” of the entertainment industry (Van Guijel, 2008).

Consumer products companies use radio for campaigns more than televisions as precision and
effectiveness of message is possible by more meticulously targeted radio advertisements than
broadcast over the visual media. In developing countries the radio advertisements enhance the
pleasure of entertainment as well as serve as source of current market information

2.7. Research Gap

After observing such relevant studies. It can be concluded that many researchers examined and
studied different aspects of advertising and its effect on consumers buying behavior. However,
there are some considerable contradiction among the previous works and theories of science.
Many researchers have studied their work in their own contextual scenarios. This study
emphasizes on the consumers behavior of growing cities like mbarara city by considering GPF.

Most of the previous works agree advertisement is a must and should be continuous activity. It
boost market share in addition to the profit maximization. Some of the scholars indicate the
effect of advertisement on its implications to managerial activities and they tried also to propose
strategies that create favorable consumers attitude.

Now based on the above literature review, the following research gap is observed. Based on the
category of consumers, there are two types of consumers, namely individual and organizational
consumers. But most of the studies consider only individual consumers. As it is mentioned
earlier there are different types of media for delivering advertisement messages. However, they
failed to mention the main features of advertisement that have more effect on consumers buying
behavior.

Moreover, the other drawback is being conducted with few independent variables. Unlike these
studies, the current study will use the previous studies as a bench mark. Since the studies will not

16
free of flaws, the researcher of this study attempts to include facts and theories which eliminate
the above mentioned flaws.

2.3.2 The influence of forms of advertising on consumers buying behavior

17
 CHAPTER THREE:
METHODOLOGY

3.1 Introduction
This chapter presents methodology that will be used in this study. It includes: research approach,
study population, study sample and sampling techniques, data collection methods, data collection
instruments, reliability and validity of the study and the method of data analysis are discussed.

3.2 Research approach

The research can be classified in two research approaches. These are qualitative research and
quantitative research. Therefore the current study will employ quantitative approach to describe
the influence of advertising on consumers buying behavior by collecting quantitative data from
consumers of Global Paints products. Moreover, the effect of the independent variables on the
dependent variable consumers buying behavior may be suitably measured quantitatively by this
study.

3.3. Research Design

Research design forms the blue print or maps that details how the researcher collect data that is
relevant to address the research questions. It is a general blue print for the collection,
measurement and analysis of data, with the central goal of solving the research problem. It
includes the outline of what the research did, from writing the statement and its operational
application to final analysis of data (Creswell & Clark, 2007).

The study will employ descriptive research design. It aims to describe the state of affairs as it
exists in the study area. It is concerned with the relationships that exist, practices that prevail,
beliefs, points of view or attitudes that are held. It is preferred because it describes the state of
affairs as they exist at present.

3.4. Population of the study

Population refers to the entire group of people, events or things of interest that the researcher
wishes to investigate (Sekaran, 2005). A study population can be defined as the entire collection

18
of cases or units about which the researcher wishes to draw conclusions. The population of
interest for this research is 30 respondents. This is because the researcher intends to establish the
usage of Global paints products and why focusing on advertising marketing strategy.

3.5 Sample size and determination

Jankowics (1995) defines sampling as the deliberate choice of a number of people; the sample
provides data from which to draw conclusions about some larger group, the population, whom
these people represent. This enables the research to be conducted economically feasible and also
within the limited time frame. Therefore a sample of 28 respondents will be selected to
participate in the study. The sample size will be determined using Krejcie and Morgan statistical
table for determining the sample as cited by Amin (2005). With the population of 30 elements,
28 respondents will be sampled as shown below:

Table1: Sample size and selection technique

Category Target population Sample size Sampling technique

Global paints Uganda 03 02 Purposive
Limited Top
management staff
Global paints Uganda 02 02 Purposive
Limited marketing
staff
Area Landlords 25 24 Purposive
Total 30 28
Source: Adopted from Global Paints Uganda Limited Personnel records (2021) and
Nyamityobora ward landlords’ census (2019)

3.6 Sampling technique

The sampling design that will be employed for this study is anon profitability sampling. A non-
profitability sampling provides with an information rich case study in which it enables to explore
the research question and gain theoretical insight (Saunders, Lewis & Thornhil 2009). The
sampling technique that will be used to select samples from the given population will be
purposive sampling technique. This is because the study intends to deal with people who hold
positions that are more knowledgeable with study variables (Amin, 2005)

19
3.7 Data collection methods and instruments
This study will employ questionnaire as a method and a tool for data collection. The
questionnaires will be administered to all respondents by the researcher. This method and
instrument is preferred because it is easy to administer and very cost effective since it does not
require taking much of respondents’ time.

3.8. Data analysis and presentation and interpretation

The purpose of analysis is to build up empirical model where relationships are carefully brought
out so that some meaningful inferences can be drawn Zikmund (2003). It will be necessary to
employ statistical techniques such as descriptive statistics, correlation and regressions to analyze
the data due to the quantitative nature of the study. Data will be inserted in to SPSS version 20.
The inserted data will be cleaned for errors and inconsistencies and finally analyzed. Data
obtained from the study will be presented in text, tables and figures.

3.9 Quality control of study instruments

3.9.1 Reliability
The instrument for this study will be developed under the likert scale type. Then they will be
tested for reliability on five respondents from my neighborhood. The overall reliability of the
instruments will be measured using Cronbach’s alpha and if the answer obtained is 0.7 which is
considered acceptable by scholars such as Van der, Rebello and Brown (2009), then the
instrument will be considered reliable.

3.9.2 Validity

The study will ensure the validity of the questionnaire by seeking the judgement of two experts,
who will be one university lecture and another expert from outside the university. All comments
made by the two people will be taken into consideration and the instrument redesigned before
use. The researcher will further calculate the content validity index of the questionnaire in order
to validate the instrument scientifically using the formulae below:

20
CVI=K/N where K is total number of items rated relevant and suitable by the judges and N as the
total number of items in the whole instrument.

3.10 Research procedure

The researcher will obtain an introductory letter from the faculty of Business and Management
Science, that will be taken to the factory of Global paints and local leaders of Nyamityobora to
seek permisiion to conduct the study. Before administering questionnaires, respondents will be
informed about the study objectives to prepare them make well-grounded decisions.
Questionnaires will be distributed to respondents.

3.11 Data analysis

From the field, qustionnaires will be checked and sorted to ensure completeness. They will then
be coded and computed using the statistical package for social sciences (SPSS) to facilitate quick
analysis. Then, descriptive statistics of mean, mode and standard deviation shall apply in order to
draw up conclusions on research questions.

3.12 Ethical Considerations

In this course of study, the researcher will ensure privacy and confidentiality of the respondents
by ensuring that information provided by respondents is not tagged to particular individuals. This
will be done by not putting a provision for the name on the questionnaire.

The researcher will ensure that information obtained from the secondary sources is
acknowledged by citations.

21
APPENDIX A: a questionaire for management and staff of global paint

Introduction:

Dear respondents,

Iam KATO ISA, a student of mbarara university of science and techenology pursuing
bacherols of science in businness administration. Iam carrying out a study about the influence
of advertising on consumer buying behavior of global paints”. Please kindly spare some of
your valuable time and respond to the following questions be honest and objective. The
information that you provide will be treated with all the confidentiality it deserves and will be
used for the purpose of this study only.

Thank you very much

PART 1. Respondents profile

Please put a “√” mark in the appropriate space to indicate your answer.

1.Age(years)……………

22
2. Gender

1.male

2.female

3. education qualification

1. certificate

2. diploma

3. bacherols

4. phd and above

4. income……………

5. marital status

single

married

PARTII. Advertsment media that has more influence on the consumer buying behavior of
global paint products

1. Do you advertsise your products?

Yes
NO

2. If yes, which advertsing media you use that most attract your customers?

23
 ………………………………………………………………………………………………
………………………………………………………………………………………………
………………………………………………………………………………………………

PARTIII. Forms of advertsing that influence consumer buying behavior of global paint
products.

1. Does forms of advertsing attract consumers to buy your products?

………………………………………………………………………………………………
………………………………………………………………………………………………
……………………………………………………………………………………………..
2. And how?
………………………………………………………………………………………………
………………………………………………………………………………………………
……………………………………………………………………………………………

PARTIV. Othe factors that influence consumers buying behavoir of global paints.

1. What other things that have attracted more customers to you?

……………………………………………………………………………………………
……………………………………………………………………………………………
………………………………………………………………………………………..
2. Who are your potential customers?
……………………………………………………………………………………………
……………………………………………………………………………………….

APPENDIX B. a questionnaire for area landlords.

Introduction

Dear respondents,

24
I am KATO ISA a student of mbarara university of science and techenology persuing bacherols
of science in bussiness administration. I am carrying out astudy about the influence of
advertsing on consumer buying behavior of global paints” please kindly spare some of your
valuable time and respond to the following questions be honest and objective. The information
that you provide will be treated with all the confidentiality it deserves and will be used for the
pupose of this study only.

PARTI. Respondents profile

1. What is your age? (tick apprioprate box)

25-29 years
30-49years
50+ years

2. What is your gender?

male
female
3. What is your marital status?
married

single

Divorced

4. Level of education?
certificate
diploma
degree
masters

PARTII. Advertsment media that has more influnce on consumer buying behavior of
global paint products.

Please circle the answer that best describe you.

25
 1. Do you buy global paints products?
Yes
No
2. If yes, which of the following advertsing medias that attracted you to buy global paint
products
a) Television advertsment
b) Radio advertsment
c) Newspaper advertsment
d) Online advertsment

PARTIII. Forms of advertsing that influence consumers buying behavior of global paint
products.

1. Which of the following forms of advertsing attracted you to buy global paint
products
a) Memorable
b) Creative
c) Impressive
d) Honest
e) Attention grabbing
2. Do u promptly buy your products immediately?
………………………………………………………………………………………
……………………………………………………………………………………..

PARTIV. Other factors that influence consumer buying behavior of global paint products.

1. What attributes that attracted you to purchase global paint products

a) Brand name
b) Quality
c) Cost
d) transparency

26
CHAPTER FOUR: PRESENTATION/ ANALYSIS OF DATA FINDINGS

Introduction

This chapter presents the findings of the study and interpretation. This chapter is divided into
three sections for the purpose of analysis. The first part of data analysis is concerned with data
obtained from personal information given. The research questions answered in the first part
include finding out answers on demographics such as gender and age

The second section of this chapter is concerned with analysis of data collected on the awareness
of consumers of global paints products. Finally, the chapter shows analysis on consumers
responses on the interest, desire, trial and reinforcement issues.

4.1. response rate analysis.

I distributed atotal of 30 questionnaires to respondents of which 24 responded. All the

respondents were from nyamityobora ward and some management staff from global paint factory
and were selected through purposive sampling

Table1: response rate of respondents

Response received frequency Percentage

Responded 24 88%
Not responded 6 12%
Total 30 100
Source: reseach data, out of 30 respondents 88% of questionnaires were filled while 12% were
not because some respondents did not have time to respond due to other commitments at the time
the questionnaire was being administerd.

4.2. gender analysis.

27
 Figure 1. distribution of respondents by gender

gender analysis

males females 3rd Qtr 4th Qtr

Source: research data, This may imply that males have more access to advertsing media they
have more opportunities to purchase, better still they may have more disporsbale income.

4.3. age analysis of respondents.

Age Frequency Percentage

25-29 5 20.2%
30-49 4 19.8%
50+ 15 60%
Total 24 100%

28
Figure 2:age analysis

Chart Title
70
60
50
40
30
20
10
0
25-29 30-49 50+

Series 3

Source: research data, amajolity of respondents fell 50+ at 60% followed by ages 20-29 and 30-
49 at 19.8%.

Level of education of respondents.

The researcher analysed the level of education of respondents inorder to establish whether the
involvement of respondents in the global paint factory is influenced by their level of education.
The feedback from respondents was documented as shown in the table below

Table 3. level of education of respondents.

Level of education of frequency percentage

respondents
Certificate 5 20%
Diploma 5 20%
Degree 10 50%
Masters 4 10%
Total 24 100

29
Source. Researchers analysis, the above findings shows that 10 respondents have degrees at
50%, 5 respondents have diplomas at 20%, 5 respondents have certificates at 20% and then 4
respondents have masters at 10%. These findings show that majority of respondents are
adequatetly qualified and that those involved in global paint factory as well educated indivuals.
These findings shows that the target global paint products sould prepare advertsment that are
smart and more likely to attract educated customers.

4.4. analysis of responses of global paints advertsing

In this section, all respondents felt that global paint advertsing provided them with relevant
information such as prices and new offerings. They felt that global paints advertsing made them
interested in the product interms of new product paints, the advertsments also made them aware
of products that were in the market currently and therefore made them want to try these products.
The concept of being reminded of the product was replayed here and the response was that they
were all in agreement that advertsing did play the crucial roles.

However on the issue of adversing making the respondents want to try the product, most of the
respondents were in agreement that advertsing sparked and attracted interest to the product thus
motivating their consumers buying decisions on the other hand asmall percentage of the
respondents were in different.

4.5.Advertsing media that has more influence on consumer buying behavior of global paint
products.

The researcher analysed the feedback from respondents on various advertsing medias used by
global paint factory to promote their products. Respondents were asked to choose among 5
advertsment medias used by global paint factory that has more influence of consumers to buy
global paint products. The objective was to establish which advertsment media is most used. The
findings of analysis were documented as shown in the table below.

Table 4. advertsment media used most by global paint

Advertsment medias frequency percentage

Television advertsment 8 40%
Radio advertsment 4 6%
Newspaper advertsment 2 4%

30
 Online advertsment 10 50%
total 24 100
Source. Researchers anlysis, the findings above shows that the media used by global paint most
is the online advertsment as the most prefered.

The reseacher obsreved that global paint factory uses various medias which include televisions
which shows how paint products are made from stylers to the factory untill it reaches to final
consumer, after seeing such advertsment about purchasing the product because they are sure of
ingredients, quality and benefits of using the product.

The researcher also observed that global paint products uses online as the most prefered by
customers where by it uses its platforms like facebook , instagram and twiter pages with all the
necessary information such as prices of products, ingredients of the products, benefits of using
the product as well as testimonials from people who have used the product previuosly.

4.6. How forms of advertsing influence consmers buying behavior by using AIDA model

Based in second objective of the study, this section explains how forms of advertsing influence
consumer buying behavior using the AIDA model.

4.6.1. how forms of advertsing influence consumers buying behavior by using attracting
attention.

The researcher analysed the feedback from the respondents on how forms of advertsing used by
global paint factory influence consumers buying behavior by attracting attention of global
products. The feedback from respondents was documented as shown in the table 4 below

Table 4:forms of advertsing attracts attention on global paint products

options agree disagree

No of respondents 20 4
percentage 90% 10%
Source: researchers analysis, the finding above shows that 90% of respondents agree that forms
of advertsing influences consumers buying behavior attracting attention to global paint products
while 10% disagreed ,the respondents where the opinion that advertsing enables consumers to
findout various information about the global paint products including where the products were
made

31
4.6.1. forms of advertsing influences consumer buying behavior by creating desire

The reseracher analysed the feed back from the respondents on how advertsing forms influence
consumers buying behavior by creating desire of global paint products. The feedback was
documented below

Table 5 forms of advertsing creates desire on global paint products

options agree disagree total

No of respondents 15 9 24
percentage 70% 30% 100
Source;researchers analysis, the findings above shows that 70% of respondents agree that forms
of advertsing influence consumer buying behavior by creating desire for global paint products.
These findings suggest that forms of advertsing help to influence consumer buying behavior by
making consumer want to use global paint products instead of other products.

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