Influence of advertising on consumer behaviour

INFLUENCE OF
ADVERTISING ON
CONSUMER BEHAVIOUR
By
MANSI BENIWAL (18501056)
HARSHITA SYAL (18501232)
SMIRTI VERMA (18501234)
B.A. Programme (Semester 4) (2nd Year)
Kalindi College
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ABSTRACT
This research paper is aimed to establish the influence of advertising on consumer buying behaviour.
It aims to identify how much the different components of advertising affect consumer buying
behaviour. It studies the impact of advertising on consumers which gives us a better understanding of
how we can use advertising to avail the maximum benefits. Advertisements have been used for many
years to influence the buying behaviours of the consumers. Advertisements are helpful in creating the
awareness and perception among the customers of
The study was conducted in India. Both, primary and secondary data collection methods were used to
collect data. Primary data were collected with the use of questionnaires as well as personal
observation. Secondary data collection involved the perusal of various documents. The study used
case study research design and comprised a sample of 100 respondents to determine their trust in
advertising and how advertising influences their purchasing decisions. From the findings of the study,
the researcher concludes that advertising plays a very significant role in influencing consumers buying
behaviour by providing information, attracting their attention, arousing their interest, creating desire
to purchase the products. The advertisements create awareness of the products and attract more
buyers. Businesses need to advertise in multiple mediums to reach consumers during their everyday
activities, whether it’s watching TV, reading a magazine, or browsing on social media.
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TABLE OF CONTENTS
Pages
INTRODUCTION........................................................................................................ 5
1.0 Introduction......................................................................................................... 5
1.1 Problem Statement .............................................................................................. 7
1.2 Research Questions ........................................... Error! Bookmark not defined.
1.3 Objectives of the Research ............................... Error! Bookmark not defined.
1.4 Significance of the Study .................................................................................... 8
1.5 Scope of the Study ............................................ Error! Bookmark not defined.
1.6 Limitation of the Study ..................................... Error! Bookmark not defined.
LITERATURE REVIEW ........................................................................................... 9

2.1 Advertising ......................................................................................................... 9
2.1.1 Factors Influencing Advertisement ..................................................................... 9
2.1.2 Impact of Advertising ....................................... Error! Bookmark not defined.
2.2 Consumer Attitude and Behaviours .................................................................. 10
2.2.1 Consumer Buying Behaviour............................ Error! Bookmark not defined.
2.2.2 Types of Consumer Behaviour ......................................................................... 11
2.2.3 Factors Influencing Consumer Buying BehaviourError! Bookmark not defined.
2.2.4 Factors Affecting Consumer Purchase DecisionError! Bookmark not defined.
2.2.5 Empirical Literature Review ............................................................................. 13
2.3 Conceptual Framework ..................................................................................... 15
RESEARCH METHODOLOGY ............................................................................. 16

3.1 Research Design ............................................................................................... 16
3.2 Area of Study .................................................................................................... 16
3.3 Sample and Sampling Techniques .................................................................... 16
3.4 Source of Data .................................................................................................. 16
3.5 Questionnaire .................................................................................................... 16
3.6 Data Presentation .............................................................................................. 16
DATA ANALYSIS AND DISCUSSION .................................................................. 17

4.1 Sample Characteristics ...................................................................................... 17
4.1.1 Gender............................................................................................................... 17
4.1.2 Age .................................................................................................................... 17
4.1.3 Annual Family Income ..................................................................................... 18
4.2 Belief in Advertising......................................................................................... 18
4.3 Importance of Advertising ................................................................................ 19
4.4 Influence of advertising .................................................................................... 19
4.5 Influence of Advertising Mediums on the Consumers ..................................... 20
4.6 Reliabilty of Different Advertising Mediums ................................................... 20
4.7 Factors of Advertising ...................................................................................... 21
4.8 Influence of Various Features of Advertisements on the Consumers ............... 22
4.8.1 Audio Visual Ads.............................................................................................. 22
4.8.1.1 The Music/Song ................................................................................................ 22
4.8.1.2 The Composition............................................................................................... 23
4.8.1.3 The Theme and Story of the Advertisement ..................................................... 24
4.8.1.4 The Attributes of the Products .......................................................................... 25
4.8.1.5 The Free/Special Offers .................................................................................... 25
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4.8.1.6 The Celebrity Endorsing the Product................................................................ 26
4.8.2 Print Ads ........................................................................................................... 27
4.8.2.1 Colorful Pictures ............................................................................................... 27
4.8.2.2 Model ................................................................................................................ 28
4.8.2.3 Slogan ............................................................................................................... 29
4.8.2.4 Message ............................................................................................................ 30
4.9 Attitude and Behaviour Towards Advertising .................................................. 30
4.9.1 Advertising is a valuable source of information about the products................. 31
4.9.2 Promotion and ads of products affect my buying decisions ............................. 32
4.9.3 Advertisements produce desire to buy the concerned product ......................... 32
4.9.4 Ads making shopping easier by providing comparative information ............... 33
CONCLUSION .......................................................................................................... 34
5.1 Summary of the Research Findings .................................................................. 34
5.2 Recommendations ............................................................................................. 34
5.3 Conclusion ........................................................................................................ 34
REFERENCES ........................................................................................................... 35
APPENDIX ................................................................................................................. 42
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1.INTRODUCTION
1.0.Introduction
Consumer is a person who buys and uses products. Therefore, consumers keep the production cycle
moving as well as play an important role in the economic system of any nation, as a result, any nation
will face crisis if consumers don’t have the effective demand for goods produced. Consumers demand
different commodities based on their taste and preference for them. Consciousness of good influences
consumers purchase of that good. Other factors that influence one‘s taste and preference for a good
are psychological and environmental. Taste and preference for a good change overtime. Thus,
advertisements play a role in influencing taste and preference of consumers’ choice. (Sharma, 2009)
Advertising is all about mass publicity of products. Advertising involves creating awareness of
product’s uses and their benefits to consumers. By doing this, it makes a product to be available to
those who want it and this satisfies the needs of the advertiser; increasing sales. According to Cohen,
advertising is a business activity that employs creative techniques to design persuasive
communication in mass media that promote ideas, goods, and services in a manner consistent with the
achievement of the advertiser‘s objective, the delivery of consumer satisfaction and the development
of social and economic welfare. (Cohen, 1988)
From Cohen’s definition, it can be found that advertising satisfies three objectives; to increase sales of
the firms, to guarantee consumers a great deal of service and finally to ensure the social and economic
welfare of society. Advertising can be done through various media such as; radio and television,
billboards, magazines and newspapers and websites. (Cohen, 1988)
Other factors that influence one‘s taste and preference for a good are psychological and
environmental. Taste and preference for a good change overtime. Thus, advertisements play a role in
influencing taste and preference of consumers’ choice. Consumers are known to be rational with
regard to their purchases, wanting to maximize their satisfaction when it comes to consumer goods
(Sharma, 2009).
The term consumer behaviour is defined as the behaviour that consumer display in searching for
purchasing, using, evaluating and disposing of product and services that they expect will satisfy their
needs. Consumer behaviour focuses on how individuals make decisions to spend available resources
(time, money, effort) on consumption related items (Solomon, 1994).
Consumer behaviour includes what they buy, why they buy it, when they buy it, where they buy it,
how often they buy it, how often they use it, how to evaluate it after the purchase and the impact of
such evaluation fount u re, and how they dispose of it. In other words, consumer behaviour is
behaviour of individuals in regards to acquiring, using, and disposing of products, services, ideas or
experiences (Loudon, 1988).
Advertising has huge stimulating influence on purchasing behaviour of the consumers. Mostly,
advertising are more effective on products that have intrinsic qualities. Qualities are not known at the
time of purchase and it takes one to discover the qualities upon using the product. And, when there is
a substantial chance of differentiating a product, it best suits to advertise on that product (Schiffman,
1993).
A consumer will therefore not purchase a commodity whose price is above the additional satisfaction
that he derives from the good. How much of a good demanded depends on the satisfaction the
consumer gains from spending extra money on the good. Rational consumers will spend on a good till
their gains equal the cost they pay for the product (Schiffman, 1993).
When there is a strong emotional purchasing motive such as to product health or enhance social
position, it pays to advertise on such a product. These conditions make the demand for the product
more inelastic. The more emotions consumer attach to a product, they more they tend to be insensitive
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to its price. This is of importance to firm’s product as they can earn high sales in pricing their
products (Borden, 1942).
In the absence of advertising, consumers may not be aware of the product and its potential to satisfy
their needs and desires. According to (Kotler and Keller ,2006) advertisings mix consists of eight
modes of advertising which are; personal selling, direct marketing, advertising, sales promotion and
exhibitions, public relations and publicity, events and experience, interactive marketing, and word of
mouth.
One form of advertising is personal selling. The relevance of personal selling to this study lies on the
role of face-to-face interactions in marketing of tourism products. This involves face-to-face
interactions with prospective buyers for the purpose of selling a product or service. These days,
personal selling is considered to be the most effective tool as it involves personal interaction, hence
feedback is received immediately (Kotler and Keller,2006).
However, personal selling suffers from a few drawbacks i.e. it is the most expensive tool of
promotion. Secondly, it requires too much dependence on sales force. If the organization is using a
pull strategy to sell the product a sales force will be required to make sure that retail outlets are looked
after well, that they have enough stock, are trained well so they can push the product onto the
consumer (Kotler and Keller, 2006).
Another form of advertising is direct advertising. According to (Kotler and Keller, 2006) direct
advertising is advertising which communicates directly with customers and prospects. The merits of
direct marketing is that it reaches a larger number of people, the message can be repeated, its cost is
not high, and with the development of art and graphics, statements can be transformed into forceful
messages.
Advertising can be categorized into above the line advertising and below the line advertising.
According to (Kotler and Keller,2006) there is above the line advertising is advertising placed in TV,
radio, newspapers and other advertising channels in which the advertiser pays an advertising agency
to place the ad. Below the line advertising is based on advertising via direct mail, sponsorship,
merchandising, public relations, trade show and personal selling.
A variety of short-term incentives to encourage trial or purchase of a product. (Kotler and Keller,
2009). The aim of sales promotion is to increase consumer demand, stimulate market demand or
improve product availability. The tactics used for this include; coupons, point of sales, packaging
promotion, web coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating
premiums, trade shows and trade-ins.
Company sponsored activities and programs designed to create daily or special brand related
interactions (Kotler and Keller, 2009). Sponsorship is about providing money to an event, in turn the
product or company is acknowledged for doing so. Sponsorship helps the company improve its image
and public relations within the market and usually the company attempts to sponsor events that
mirrors the image they are trying to aim for.
Many research studies have proved that advertising play an important role in the introduction of a new
product and help in the buying of a new product and further help in better choices of shopping of
useful products. Majority of the viewers of television advertising say that advertising have always
forces them to buy that particular product, about which they have watched in the advertisement. Due
to the strong impact of advertising, it is the moral duty of advertisers to practice the code of ethics,
during the promotion of their products. The purpose of advertising should be the guidance of
consumer rather than blackmailing and threatening by pushing forcefully to buy that product. Proper
and effective advertising always help the companies and marketers to improve their brand image and
increase their share in the market (Ninan, 2008). Effective advertising is actually the other name of
persuasion and liking or disliking attitude of consumer towards some particular product or advertising
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(Mehta, 2000; Stone et al., 2000). There are a number of factors in advertising which contribute a lot
in changing the consumers’ buying behaviour. Like likeability, brand image, persuasiveness, celebrity
endorsement, information about the product, entertainment etc.
While according to Halley & Balldinger, (1991) entertainment and information about some product,
which are given in advertising, are one of the main reasons of likeability of the product advertised.
Entertainment actually helps in involvement of the viewer in the advertisement and product and it is
obvious that if the advertiser could be able to create a positive image of the product through
entertainment and information, it could get the involvement of the viewer or consumer, rapidly
(Mackenzie & Lutz, 1989) which in result affect the consumers’ buying behaviour. Some consumers
give importance to the quality of the product while some consumers are just persuaded by the proper
communication techniques and some impactful factors. This likeability which is created by the
advertisers, through information and entertainment and involvement of the viewer is later becomes a
solid reason of buying intention of the consumer (Smith et al, 2006). The liking and disliking for the
advertised product really matter regarding the impact of advertising because it further lead to
persuasion and intention of the consumer to buy that advertised product. Rather quality and price of
the advertised product also considers very important in consumers buying behaviour. After likeability,
another major factor is persuasiveness which could be brought in the advertising, through
creativeness, brand image and to some extent through the celebrity endorsement as well. Brand
personality or celebrity endorsement is also considered as the key element of effective advertising
(Aaker, 1996). Therefore the most common way to build brand image through personality creation is
actually the celebrity endorsement. Effective and ideal advertising is that which tries to produce the
loyal customers, through the building of powerful brand image, strong persuasiveness and right
celebrity endorsement in the advertisement. All these factors are the real contributors towards the
impact of advertising on consumers buying behaviour. Of course in the presence of all this some other
factors like price and quality of the product also affects the consumers buying behaviour to some
extent.
1.1.Problem Statement
As companies are spending large amount of investment on the advertisement because they want to
keep their product at the top of the customer’s mind. Advertisement has proven to be a successful tool
for the communication but companies are still in the confusion that what kind of ingredients should be
there and how do these advertisements will help to change the consumer buying behaviour.
1.2.Research Questions
How does advertisement create awareness in consumers?
Do advertisements build perceptions in the mind of consumers?
Does consumer awareness and perception affect their buying behaviour?
Which features of advertising are affective towards influencing and attracting the consumers?
Which media we should focus on to expose more consumers to the advertisements?
1.3.Objectives of the Research

This study attempts to determine the impact of advertising on consumer buying behaviours. In
specific terms, the objectives of the study are to:
 To identify media of advertising most preferred by people

 To determine ways in which advertisement influence purchasing behaviour
 To identify the degree to which the different features of advertising attract and influence
people
 To find out the opinion of people towards advertising
 To establish the relationship between attitude and behaviour in advertising
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1.4.Significance of the study
This particular research focuses on the impact of advertisement on the consumer’s behaviour. It
explores the factors of advertisements which affect and attract the consumers and ultimately influence
the buying behaviour of the consumers. The study will help the readers to understand the consumer
behaviour while purchasing the cosmetic products so that they can devise appropriate strategy to
advertise their product in a best possible way.
1.5.Scope of the study

The conclusions drawn from the study are based on the responses given by the consumers in a specific
area. This study will be helpful in getting an insight into the perception of Consumers on
Advertisements and its impacts on changing the buying behaviours of consumers.
1.6.Limitations of the study

During the study, time was the major constraint faced by the researcher, due short time period
researcher covers the behaviours of the people at a particular time. The other limitation in this
research was of limited area as this research comprises only in the Ghaziabad and Delhi premises so it
does not represent the whole population. The third limitation was resources prohibited to take the
large sample size.
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2.LITERATURE REVIEW
In the present era, marketers are focusing customer rule that is customer is their first preference. To
keep deep eye on customers the primary responsibility to the organization is to gain the knowledge
about the customers. In this way marketers will be successful in fulfilling the needs and wants of the
customers and seek the better opportunities in the market. Researchers find out that marketers need to
understand these four things in order to serve their customers better. Firstly marketers must know that
customers make rational decisions so they can get the best product available in the market. Secondly
customers also make irrational decisions and they are very impulsive and can be attracted towards the
promotional activities. In the same way emotional association also put an influence on the mind of
customers. In the last customers also buy as a problem solver, they seeks the products which can solve
their problem (Gupta, 2013).
2.1.Advertising
Advertising is a subset of promotion mix which is one of the 4Ps in the marketing mix, comprising
product, price, place and promotion. Advertising is a promotional strategy used in creating product
awareness in the minds of consumer to take purchasing decision (Latif & Abideen, 2011). It is a
communication tool used by marketers. Advertising influences individual’s attitudes, behaviour and
life style. It is one of major source of communication tool between the producer and the user of
product. For a company product to be a well known brand, they must invest in their promotional
activities especially advertising (Hussein et al, 2008). Latif and Abideen (2011) argued that
advertising have the potential to contribute to brand choice among consumers. Advertising was
defined by Arens (1996) as a communication process, marketing process, economic process, social
process, a public relations process or an information and persuasion process. Dunn and Barben (1987)
defined advertising as a paid, non-personal communication through various media by business firms,
non-profit organizations and individuals who are in some way identified in the advertising message
and who hope to inform persuade member of a particular audience. Morden, 1991 (as reported in
Zainul-Abideen (2012) opined that advertising message is to establish a basic awareness of the
product or service in the mind of the potential consumer and to build up knowledge about it.
Advertising as a promotional strategy provides a major tool in creating product awareness and
condition the mind of a potential consumer to decide finally on what to buy (Ayanwale et al, 2005;
Adelear, Chang, Lanchndorfer, Lee & Morimoto, 2003). Advertising is a non-personal and paid form
where ideas, concepts, products or services and information are promoted through media by an
identified behaviour (Ayanwale et al, 2005; Borce, Thill; Dorel & Wood, 1995). Advertising by
television enable message of advertising to reach wide variety of audience or consumers and is one of
the best advertising medium especially of goods and services, organizations, idea etc.
According to the AIDA (Attention-Interest-Desire-Action) Model developed by (Schramn, 1995), the

decision by a consumer to purchase a particular product begins when the product catches his or her
attention. This is followed by developing an interest for that product which is followed by the desire
for that product to fulfil his or her needs. Thereafter, the consumer decided to take action, which is to
purchase the product.
2.2.Factors Influencing Advertisement

Advertisement is an attempt at creativity which influences the consumer’s motive to buy a particular
product and change or make the perception of the product in the mind of the consumers.
Advertisement appeal act as a supplier to arouse the psychological motive of the consumer for buying.
Advertisement involves rational and emotional appeals. In rational appeals the product can be
emphasized mainly on its benefits and the problems which it can solve while on the other hand
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emotional appeal meet the consumer’s psychological, emotional and social requirements (Baheti,
2012). Rafique et al, 2012 argued that advertisement is a way to communicate with the audience.
They believed that culture highly influence the buying behaviours of the people because every person
has different wants and trends according to their life styles. Thus if we say that advertisement is like a
magic than it will not be false because advertisement actually changes the needs and wants of the
people and sometimes it creates the need among the people (Rafique, 2012). People are highly
affected by the advertisements and organizations are trying to target the masses of the people.
Organizations are using above the line and below the line techniques of the advertisement which fit
best with their products. Researchers have found that media advertisement are most popular
advertisements and people like television ads, so it is a suitable medium to advertise products like
cosmetics and Fast Moving Consumer Goods (FMCG).
A research conducted in India found that adolescents are highly attracted towards the TV commercial.
Along with that teen girls also influenced by the TV commercials and they tend to buy the products
which they saw in commercials. So it gives us idea that mass media has the great impact on the
advertisements. Organizations are moving towards the creative content which attracts the teenage girls
as well as boys to buy the products (Kotwal, 2008).
With the modern era there has been seen a remarkable boom in technology, with this technology
advertisers now considering the number of mass media channels and means of communications which
provide them the easy and fast access to the consumers. Other side of this technology advancement is
that customers are now having plenty of information and they can get the thing which best suits to
them. So it becomes very difficult for the advertiser to build the brand awareness and condition the
mind of the customers to make final purchase decision, as customers are gaining more control over
the products and information (Raju, 2013).
2.3.Impact of Advertisement
Role of advertisement is to carry message to the far distances. It is also use to target the scatter mass
audience. The role of advertising on sales volume is very important. It is proved to be very essential
tool in enhancing the sales of brand. Advertisement is directly linked with the sales of the products
(Abiodun, 2011). Through advertisements customer behaviour shaped and they motivate to buy such
products. Researchers found that repetition in the advertisement hit the mind of the customers which
also help them to remember that product and purchase repeatedly (Pope, 2009).
2.4.Consumer Attitude and Behaviours

As mentioned earlier, consumer buying pattern is directly evolved from the consumer behaviour and
its attitude. Many things combine to build up the behaviour of any individual. The first thing which
influences the consumer behaviour and shapes it is his culture. Culture builds the strong perceptions
of the products in the mind of the customers (Hye-Shin Kim, 2008). According to Rai, 2013, there are
several national and international brands which people recognized and have strong perception in their
minds. These perceptions are pinched in their mind because of their culture, life styles and
surroundings. Also advertisements have very important role in shaping the consumer behaviour.
Advertisements are the source of motivation which forces them to buy a particular product.
Advertisements are also a source of building trust. Consumer is induced significantly if he is looking
for the quality and prices of the products. Purchase attitude can also be build up by product evaluation
and brand recognition (Rai, 2013).
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Consumers in all over the world are attracted towards the brand and products which are emotionally
attached with their behaviours. Studies found that emotional attachments put a huge influence on the
customers and their buying behaviour as people tend to associate themselves with the brand.
Advertisements shape the behaviours of the people through cognition. Cognition is the perception of a
person towards the information communicated through advertisements. These cognitions are observed
by the individual through his senses, perception, attention, memory, reasoning, language, etc. best
way of attracting the customers is to understand the psychological cognitive aspects of the consumers
(Sandra Jakštienė, 2008).
2.5.Consumer Buying Behaviour

Consumer buying behaviour is defined as the mental, emotional and physical activities that people
engage when selecting, purchasing using and disposing of products and services in order to satisfy
need and desires (Schifman & Kanuk, 2009). It includes purchasing and other consumption related
activities of people engaging in exchange process. Solomon, Bamossy, Askegaard and Hogg defined
consumer behaviour as the study of the process involved when individuals or groups select, purchase,
use, dispose of product, service, ideas or experiences to satisfy needs and desire. Consumer buying
behaviour is affected by economic factors such as income expenditure pattern, price of products price
of complementary products, substitute goods and elasticity of demand (Abraham, 1997; Kotler;
Weng, Sanders & Armstrong 2001). It is also affected by psychological perception, attitudes and
learning (Kotler et al, 2001). Consumer behaviour is affected by social and cultural factors that affects
individuals buying decision but determines the kind of product to buy. (Arnould & Thompson, 2005;
Perault, Jerome & McCarthy, 2005).
2.6.Types of Consumer Behaviour

There are five types of consumer behaviour namely; dissonance reducing, habitual, variety seeking
and complex buying behaviour as described below:
Dissonance reducing buying behaviour

Dissonance reducing buying behaviour occurs when the customer finds it difficult to differentiate
among the brands. As a result, consumers may respond primarily to a relatively better price. After the
purchase consumer might experience post purchase dissonance (after sales discomfort). This is the
consumer behaviour displayed mostly by uninformed consumers (Kotler and Keller, 2006).
Habitual Buying Behavior

Habitual buying behaviour is a consumer purchase decision where by the consumers’ level of
involvement is low. This means that consumers don’t search much information among the available
brands and they don’t find significant differences among the brands and buy the product without a
high level of involvement. If the consumers keep buying the same brand over and over again, it
becomes their habit (Kotler and Keller, 2006).
Variety Seeking Buying Behavior

In case of variety seeking buying behaviour the level of consumer involvement is low, but consumers
perceive significant differences among the brands. In variety seeking buying behaviour, consumers
very often switch from one brand to another (Kotler and Keller, 2006). This purchase decision is
common among consumers who want to stay ahead of the latest fashion trends.
Complex Buying Behavior

Complex buying behaviour can be defined when consumers are highly involved for making a
purchase decision. Complex buying behaviour calls for high level of involvement on the part of the
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consumer. In case of high involvement, consumers distinguish salient differences among the
competing brands. Consumers’ are highly involved in case of expensive and highly self-expressive
products (Kotler and Keller, 2009).
2.7.Factors Influencing Consumer Buying Behaviour

The following are the factors influencing consumer buying behaviour.
Buyer’s readiness
Communication tools vary in cost-effectiveness at different stages of buyer readiness. Advertising and
publicity play the most important roles in the awareness building stage. Customer comprehension is
primarily affected by advertising and personal selling. Customer conviction is influenced mostly by
personal selling. Closing the sale is influenced mostly by personal selling and sales promotion (Kotler
and Keller, 2009).
Type of product market

Communication mix allocations vary between consumer and business markets. Consumer marketers
tend to spend comparatively more on sales promotion and advertising; business marketers tend to
spend comparatively more on personal selling. In general, personal selling is used more with complex,
expensive, risky goody and in markets with fewer and larger sellers (Kotler and Keller, 2009).
Product life cycle stage

Communication tools also vary in cost effectiveness at different stages of the product lifecycle. In the
introduction stage, advertising, events and experience, publicity have the highest cost effectiveness,
followed by personal selling to gain distribution coverage and sales promotion and direct marketing to
induce trial. In the growth stage, demand has its own momentum though word of mouth.
2.8.Factors Affecting Consumer Purchase Decision

There are three categories of factors which affect consumer behaviour namely; cultural factors, social
factors and personal factors.
Cultural Factors
Cultural factors exert a broad and deep influence on consumer behaviour which including the roles of
buyers’ culture, subculture and social class. Each culture contains smaller subcultures, or groups of
people with shared value systems based on common life experiences and situations. Subcultures
include nationalities, religions, racial groups, and geographic regions (Kotler and Armstrong 2008).
Social Factors
A consumer’s behaviour also is influenced by social factors, such as the consumer’s small groups,
family, and social roles and status. Social class is an invisible stratification of the inhabitants of the
society into different groups based on some traits of the people. Inhabitants in a society can be divided
into different social classes according to their income level, occupation, education and so forth (Kotler
and Armstrong, 2008).
A person’s social class can be defined by what he or she does with money. The consumption choice of
a person also determines the person’s position in society. Every social class varies from each other
because of having its own traits that set it apart from other class. Social classes vary in costumes,
language patterns and many other activities and preferences (Kotler and Armstrong, 2008).
Personal factors
A buyer’s decisions also are influenced by personal characteristics such as the buyers’ age and life-
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cycle stage, occupation, economic situation, lifestyle, and personality and self-concept. People
change the goods and services they buy over their lifetimes. A person’s occupation affects the goods
and services bought. Similarly, a person’s economic situation affects product choice (Kotler and
Armstrong, 2008).
Psychological factors
A person’s buying choices are further influenced by four major psychological factors: motivation,
perception and attitudes. Motivation is the driving force within individuals that impels them to action.
Perception is the process by which people select, organize, and interpret information to form a
meaningful picture of the world (Kotler and Armstrong, 2008).
Attitude describes a person’s relatively consistent evaluations, feelings, and tendencies toward an
object or idea. Attitudes put people into a frame of mind of liking or disliking things, of moving
toward or away from them. Attitudes are of considerable importance in understanding the role of
attitudes in consumer behaviour is an appreciation of the structure and composition of an attitude.
2.9.Empirical Literature Review

(Ahmed and Ashfaq, 2013) conducted a study to explain the impact of advertising on consumers’
buying behaviour on purchasing cosmetics products. The findings of the study showed that 41% of
respondents were influenced by product quality, 39% were influenced by to persuasiveness of the
advertisement while 20% were influenced by the information provided by the advertisement.
Another study conducted by (Olomofe, 2010) on the factors which influence purchasing decision by
Nigerian women with regard to cosmetics found that 54% were influenced by celebrity endorsements,
14% were influenced by the price of the product, 12% were influenced by the packaging of the
product while 10% were influenced by the testimonials see in Television advertisements.
(Kumar A, 2011) conducted a study on the impact of advertising on consumer buying behaviour with
special reference to Nestle Limited in India. He found that advertising and sales promotion together
with the image of the company influence the consumer buying decision. He also found that the quality
and price of product also influence consumer purchase of a good.
(Taylor and Weiserbs, 1972) conducted a study on the relationship between advertising and
expenditure and aggregate consumption in America. They found that there is a simultaneous
relationship between advertising and consumption but not in a unidirectional. They concluded that
advertising and consumption seem to work on each other.
(Sharma and Sharma, 2009) conducted a study on the impact of advertising on consumer behaviour in
India. They studied 134 companies using fixed effect model of panel data analysis. They found that
besides advertising, factors like company’s brand, quality of the product and company’s reputation
affect sales of a company.
(Ayanwale et al, 2005) conducted a study on the impact of advertisement of Bournvita on consumer
buying behaviour in Nigeria. They found that advertising has major influence on consumers’
likeliness for Bounvita food drink.
(Adelaar et al, 2003) conducted a study on online compact discs shopping behaviour of consumers
through emotional advertising in Asia. He found that impulse behaviour is preceded by consumer’s
intention to buy impulsively the products.
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Associated chambers of commerce and Industry, 2013 in India, conducted a study on the impact of
advertising on consumer buying behaviours. They found that high increase in consumption of
cosmetics goods as a result of advertising. They also found that men on average spend more on
cosmetic products than their female counterparts and attributed this increase to awareness created by
the product.
(Ghulan, Javana, Burham and Ahmed, 2012) conducted a study on the impact of advertising on
consumer buying behaviour in Pakistan. They examined the relationship between environmental
response and consumer buying behaviour. They used 200 people in twin cities of Pakistan as their
sample. They found that moderate relationship exists between the independent variables and the
dependent variable. The result showed that consumers buy those brands from which they are
emotionally attached.
(Nawazish and Ahmed, 2015) conducted a study on the impact of advertising on consumer buying
behaviour in Pakistan. They examined how emotional responses are generated, after watching
effective advertisement they persuaded consumers purchasing behaviour. They used 300 sample
subjects for this study. They found that the environmental response and sensory stimulated activities
represented in the advertisement has influence and can even change the buying behaviour of
consumers. They found that emotional and environmental responses have significant impact on
consumer buying behaviours.
(Rehman et al, 2014) found that advertisements provide consumers with the information they need
about the advertised product which in turn becomes source of awareness when consumers discuss the
information with their friends of families whereby these information tend to influence consumers on
what they buy, how they buy, when they buy, where they buy and how they buy.
(Abideen et al, 2011) conducted a study on the impact of advertising on consumer buying behaviour
by focusing on mobile phone purchases in Pakistan. The study found that advertising is the main
factor which influences mobile phone purchases. The study further established that advertisements
which appealed to the emotions of consumers were more likely to result in purchases.
(Abideen et al, 2011) also found that advertising is the main factor which influences consumer buying
behaviour especially if the advertisements are created in such a way that they make the consumer
excited, stimulated and frenzied. This is because such advertisements are more likely to attract the
attention, arouse interest and create desire to purchase the advertised product.
(Abideen et al, 2011) concluded that responses in advertisements have great influence on consumer
buying behaviour because majority of people buy mobile phone sets after watching television ads.
Accordingly, consumers consider that ads regarding Nokia and Samsung are more attractive, and as a
result people prefer to buy them as compared to other cell phone.
(Monthathip et al, 2009) conducted a study on the impact of culture on purchasing by comparing
between Thai and British Consumers. The findings of the study showed that cultural difference
impacts consumers’ decision on purchasing mobile phone. The study further found that consumer
purchase decisions in the two countries were totally different due to different cultural background and
social influences.
(Sharafutdinova, 2008) conducted a study on consumer purchase decision on mobile phones in

emerging marketing by focusing on Russian consumers as a case study. The study found that
consumer purchase decision on mobile phones is affected by price, brand association and brand
14
awareness. The study found that customer is most likely to purchase a mobile phone brand which they
have used in the past.
2.10.Conceptual Framework
Figure 1: Conceptual Framework Advertising and Consumer’s Buying Behavior
Types of Advertising
 Persuasive
 Informative
 Reminder
Intervening variables
Media of Advertising
 Television
 Radio
 Internet
 Magazines
Dependent variables
Buying Behaviour
 What they buy

 Where they buy
 When they buy
 Why they buy
 How they buy
The conceptual framework provides a description of the relationships between the concepts being
used (Fisher and Krutilla, 2009). Defining the concepts and creating a conceptual framework are
means to simplify the research task and to clear away issues that are not related to the topic and
research question.
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3.RESEARCH METHODOLOGY
3.1.Research Design
The study employed both qualitative and quantitative research methods. Amalgamation of different
qualitative and quantitative techniques was ensured. This enabled the maximization of the quality of
data. Amalgamation of both qualitative and quantitative research methods is opted because it helps the
research to become more comprehensive due to the statistical analysis together with observation,
interpretation and interviews.
3.2.Area of Study
The study was conducted in India. The research was conducted on the inhabitants of the two major
cities of India, Mumbai and Delhi.
3.3.Sample and Sampling Techniques

A random sampling method was used, in probabilistic way, and each member of the population had
same chances to be part of the sample.
3.4.Source of Data
There are two types of data collected for this research: the primary and the secondary ones. Secondary
data, presented as a literature review, was reviewed and studied in order to get a better understanding
on advertisement and consumer buying behaviour. However, the paper is mainly based on primary
data, collected through a survey questionnaire conducted directly with consumers.
3.5.Questionnaire
The questionnaire consisted of various questions, including Yes/No questions, filter questions, closed
questions with alternatives, closed questions with possibilities of adding more responses through the
box "Others:", and five-point Likert scale, asking respondents to evaluate their responses with rates
from 1 to 5. All questions were simple, understandable and clear, and the questionnaire was tested for
clarity in advance. Respondents received online the link of the questionnaire via e-mails and messages
in social media, and were politely asked to complete it. Once they pressed the “Done” button, their
responses were automatically recorded. The questionnaire is attached to Appendix of this paper.
3.6.Data Presentation
The data obtained from the survey was statistically analyzed and presented in numerical figures, using
the arithmetic average, percentage, standard deviation, etc. The results are interpreted and presented
by using charts, tables, and descriptions by words, in order to have a clearer presentation.
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4.DATA ANALYSIS AND DISCUSSION
Buying is a complex process which involves series of decisions and important questions such as what
to buy, where to buy, when to buy and how to buy. These series of decisions drive from the consumer
awareness and consumer perceptions. Buyers aware of the product through one source or multiple
sources have more information regarding the brand and the product. In our research we consider the
advertisement as a basic source of creating awareness in the mind of customers. The main reason
behind the creating awareness in the mind of the customers is the content and information used in the
particular advertisement. In the same way content of the advertisements also build the perceptions of
the customers who are watching these advertisements. The results of our research depict that
advertisements are the main source of creating awareness as well as shaping the perceptions of the
customers. Consumer awareness and consumer perceptions are considered as the two main drivers
that lead towards the buying decisions.
4.1.Sample Characteristics
This section presents the characteristics of the respondents.
4.1.1.Gender
Figure 2. Gender of Sample
Figure 2 gender of the respondents is shown. The male respondents comprise of 48% of the total. The
female respondents comprise of 48% of the total. 4% of the respondents answered with Other.
4.1.2.Age
Figure 3. Age of Sample
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12% of the respondents are below the age of 18 years. 49% of the respondents are between the ages of
18 and 21 years. 19% of the respondents are between the ages of 22 and 30 years. 16% of the
respondents are between the ages of 30 and 50 years. 4% of the respondents are above the age of 50
years.
4.1.3.Annual Family Income
Figure 4. Annual Family Income of Sample
The Annual Family Income of 18% of the respondents is below Rs. 5,00,000. The Annual Family
Income of 53% of the respondents is between the range of Rs. 5,00,000 to Rs. 10,00,000. The Annual
Family Income of 22% of the respondents is between the range of Rs. 10,00,000 to Rs. 50,00,000.
The Annual Family Income of 7% of the respondents is above Rs. 50,00,000.
4.2.Belief in Advertising
Figure 5. Belief in Advertising of Sample
92% of respondents believe in advertising and 8% of respondents do not believe in advertising.
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4.3.Importance of Advertising
Figure 6. Importance of Advertising considered by Sample
94% of respondents think that advertising is important and 6% don’t consider advertising to be
important.
4.4.Influence of Advertising
Figure 7. Influence of Advertising on sample
Advertising influences the shopping trends of 90% of the respondents. So advertising influences
almost all consumers to make purchases. Only 10% of consumers said advertisements do not
influence their purchasing decisions.
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4.5.Influence of Advertising Mediums on Consumers
Figure 8. Advertising mediums
Online/Social Media is the most viewed medium of advertising. It amounts for 53% of the
respondents. It shows that it is an influential medium and advertisers should focus on increasing their
advertisements on these. Next, TV is the second most viewed advertising medium with 30% of
respondents. TV is the most influential medium for advertising. About 30% of consumers are likely to
make a purchase after seeing or hearing a TV advertisement. 14% of resondents view advertisements
on Newspaper/Magazines. Only 2% of respondents view Out-of-home advertisements and only 1% of
respondents listen to advertisements on the radio.
4.6.Reliability of Different Advertising Mediums
Figure 9. Reliability of different advertising mediums
59% of respondents consider Online/Social Media to be reliable sources. Hence they are more likely
to make purchases after viewing advertisements on social media. So online/social media is the most
influential medium of advertising. 41% of respondents consider traditional sources of advertising to
be more reliable.
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4.7.Factors of Advertising
Figure 10. Factors of advertising
44% of the respondents say that the quality of advertisements attracts them towards the products. This
means that the creative, unique, informative, entertaining and other kinds of qualities of advertisement
are more likely to influence the consumers buying behaviour.
30% of the respondents say that the advertisement appeal attracts them towards the product. The
seven major types of advertising appeals include musical, sexual, humour, fear, emotional, rational,
and scarcity, which all have the common goal of influencing the way consumers view themselves and
the benefits of the products or services being advertised. Other kinds of appeals are personal appeal,
social appeal, romantic appeal, moral appeal, etc.
14% of the respondents say that the brand image attracts them towards the product. Brand Image is
how customers think of a brand. It can be defined as the perception of the brand in the minds of the
customers. It is an aggregate of beliefs, ideas, and impressions that a customer holds regarding the
brand. This image develops over time. Customers form an image based on their interactions and
experience with the brand. These interactions take place in many forms and not necessarily involve
the purchase or use of products and services. A brand can be perceived differently by different
customers. Hence, the formation of a consistent brand image is a huge task for any business.(Pahwa,
2019)
12% of the respondents say that celebrity endorsement attracts them towards the products. Their
favourite celebrities in the advertisements influence them to buy the products. Celebrity
branding or celebrity endorsement is a form of advertising campaign or marketing strategy used
by brands, companies, or a non-profit organization which involves celebrities or a well-known person
using their social status or their fame to help promote a product, service or even raise awareness on
environmental or social matters (BusinessDictionary.com). Marketers use celebrity endorsers in
hopes that the positive images of the celebrity endorser of the brand will also be passed on to the
products or the brand image associated with the celebrities.(Lee; Thorson, 2008) Celebrity
endorsement is usually commonly used by fashion or beauty brands, but a non-profit organization
relies on celebrities as well, as celebrities have mass communication skills which can attract people's
attention and is helpful in reaching a wider audience to raise their awareness towards a certain
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organization or an issue, thus making celebrities effective fundraisers. (Dominguez, Herrero,
Salmones, 2013)
4.8.Influence Of Various Features Of Advertisements On The Consumers

Respondents were asked to indicate the extent to which the features of the advertisements in different
media attract them by choosing on a scale of 1 to 5 where 1=Never, 2=Rarely, 3=Sometimes,
4=Often, 5=Always.
4.8.1.Audio Visual Ads (TV, Internet, Radio)
4.8.1.1The Music/Song
Figure 11. Attraction towards The Music/Song in ads
13% responded that the music/song in advertisements doesn’t influence them at all.
25% responded that the music/song rarely influences them.
31% responded that the music/song sometimes influences them.
17% responded that the music/song often influences them.
14% responded that the music/song always influences them.
From the data we can infer that the music/song does influence the respondents sometimes.
Music in advertising affects the way viewers perceive the brand by different means and on different
levels, and can significantly affect the emotional response to television commercials. In advertising,
music can serve the overall promotional goals in one or more of several capacities (Huron,
1889). David Huron came up with six primary categories, which include: entertainment, structure and
continuity, memorability, lyrical language, targeting, and authority establishment. Also, music in
advertising can be used to appeal to a person's emotions and senses. The targeting of one's emotions is
done so that the audience is swayed toward what is being advertised.
Music has a significant influence on the consumer’s emotional state and mood, which is an important
concept in the establishment of attitudes since mood states seem to bias judgments and opinions in the
same direction as the mood state (Alpert and Alpert, 1989).
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The entertainment aspect of music helps make an advertisement more appealing by adding aesthetic
value to it. An advertisement that has high aesthetic value will be able to capture more attention from
the audience (Huron, 1989).
Being able to use music in advertising has made advertisements more enticing and attention-getting
for the audience. Fifteen seconds is currently the standard duration of a television commercial so
advertisers need to be able to successfully grab their audience's attention, which music does
(Ciccarelli, 2019).
4.8.1.2.The Composition
Figure 12. The influence of composition of advertisements on sample
11% responded that the composition of advertisements never influences them.
25% responded that the composition of advertisements rarely influences them.
24% responded that the composition of advertisements sometimes influences them.
28% responded that the composition of advertisements often influences them.
12% responded that the composition of advertisements always influences them.
By studying the data we can infer that the composition of the advertisements does sometimes
influence most of the respondents.
In the visual arts, composition is the placement or arrangement of the visual elements, such as figures,
trees, and so on in a work of art, as distinct from the subject or the style with which it is depicted. Just
like the use of colour psychology, a balanced composition is extremely important in every type of
visual. Composition is how all the elements are placed in a visual space. A composition can have
many different purposes, from pulling the viewer’s eye to one specific point or creating a visual flow
from top to bottom.
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4.8.1.3.The Theme and Story of the Advertisement
Figure 13. The influence theme and story of the advertisement on the sample
5% responded that the theme and story of the advertisement never influences them.
5% responded that the theme and story of the advertisement rarely influences them.
24% responded that the theme and story of the advertisement rarely influences them.
48% responded that the theme and story of the advertisement often influences them.
18% responded that the theme and story of the advertisement always influences them.
From the data we can infer that the theme and story of the advertisement often influences the majority
of respondents.
The central idea or message which is reflected in all the advertisements in an ad campaign of a
product is termed as advertising theme. The objective of an advertising theme is to position the
product firmly into the minds of target customers. Hence, a series of ads are created under an ad
campaign having same theme so that customers receive the same message in several ways and record
the same thing in their mind. This has proved to be more effective in creating impact than showing
individual ads of the same product but with different themes. (MBA Skool-Study.Learn.Share.)
For Example, Coca-Cola has positioned itself as a product which cares about relations and values. The
same is reflected from its ad campaigns. In every ad of Coca-Cola, there will be a family rejoicing
together over some event with Coca-Cola. Pepsi, although selling the similar product as Coca-Cola
but using entirely opposite ad theme in its ad campaigns. In their ads, they always promote youth
energy, courage to take up challenges and new initiatives. Pepsi ads never talk about family values
relationships and this feature is found in every Pepsi advertisement. (MBA Skool-Study.Learn.Share.)
The theme and the story of the advertisement create an emotional response in the minds of consumers
which influences their view towards the product.
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4.8.1.4.The Attributes of the Product
Figure 14. The influence of the attributes of the products on the sample
2% responded that the attributes of the products never attracts them towards the products.
0% responded that the attributes of the products rarely attracts them towards the products.
18% responded that the attributes of the products sometimes attracts them towards the products.
41% responded that the attributes of the products often attracts them towards the products.
39% responded that the attributes of the products always attracts them towards the products.
From the data we can infer that the attributes of the often influence the majority of respondents.
An attribute is a quality or feature regarded as a characteristic or inherent part of someone or

something. A product’s attributes are what makes it distinct from other products. Attributes include
things like size, colour, flavour, package type and other features that are relevant to the
category. From a consumer perspective, these attributes are what determine the consideration set and
influence the ultimate purchase decision.
4.8.1.5.The Free/Special Offers
Figure 15. Influence of the free/special offers on the sample
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6% responded that the free/special offers never attract them towards the products.
6% responded that the free/special offers rarely attract them towards the products.
25% responded that the free/special offers sometimes attract them towards the products.
29% responded that the free/special offers often attract them towards the products.
34% responded that the free/special offers always attract them towards the products.
From the data we can infer that majority of the respondents are always influenced by the free/special
offers.
Sales promotion is one of the elements of the promotional mix. The primary elements in the
promotional mix are advertising, personal selling, direct marketing and publicity/public relations.
Sales promotion uses both media and non-media marketing communications for a pre-determined,
limited time to increase consumer demand, stimulate market demand or improve product availability.
Examples include discounts, special offers, freebies, prizes etc.
Sale promotions often come in the form of discounts. Discounts impact the way consumers think and
behave when shopping. The type of savings and its location can affect the way consumers view a
product and affect their purchase decision. The two most common discounts are price discounts (“on
sale items”) and bonus packs (“bulk items”). Price discounts are the reduction of an original sale by a
certain percentage while bonus packs are deals in which the consumer receives more for the original
price (Yin, Xu; Jin-Song, Huang, 2014). Many companies present different forms of discounts
in advertisements, hoping to convince consumers to buy their products.
4.8.1.6.The Celebrity Endorsing the Product
Figure 16. The influence of the celebrity endorsing the products on sample
20% responded that the celebrity endorsing the products never attract them towards the products.
20% responded that the celebrity endorsing the products rarely attract them towards the products.
21% responded that the celebrity endorsing the products sometimes attract them towards the products.
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25% responded that the celebrity endorsing the products often attract them towards the products.
14% responded that the celebrity endorsing the products always attract them towards the products.
From the data we can infer that celebrity endorsing the products does often influence the respondents.
With celebrities vouching for or promoting their products, brands can increase awareness, trust and
familiarity, which are important variables in the purchase decision-making process. Consumers feel
more sympathetic towards a brand, if their products are promoted by a celebrity they admire or relate
to. (Zoovu Blog, 2016)
4.8.2.Print Ads (Newspapers, Magazines, Pamphlets)
4.8.2.1.Colourful Pictures
Figure 17. Influence of colourful pictures on the sample
11% responded that the colourful pictures in the advertisement never attract them towards the
products.
21% responded that the colourful pictures in the advertisement rarely attract them towards the
products.
23% responded that the colourful pictures in the advertisement sometimes attract them towards the
products.
29% responded that the colourful pictures in the advertisement often attract them towards the
products.
16% responded that the colourful pictures in the advertisement always attract them towards the
products.
From the data we can infer that colourful pictures often attract most of the respondents.
Colour can be the most important element in a business advertising campaign. Consumers notice
colour before words and even the model.
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The use of colour in your small-business advertising campaigns can convey the attitudes and moods
you would like consumers to associate with your products. For example, the colour blue can convey
feelings of serenity and cleanliness according to Colour Wheel Pro's website. This is an ideal colour
for promoting products that wish to emphasize clarity and purity, including bottled spring water or
filtration. The emotion or attitude the colour choice generates allows consumers to associate those
emotions with your products. This feeling hopefully carries over into purchase experiences.
Incorporating specific colours into your advertisements can grab consumer attention with an
immediacy that a catchy slogan cannot. Colours can catch consumer attention more easily because of
the multiple associations consumers have with specific colours. For example, according to Print
Radar's website, the colour red not only draws attention for it being among the most vibrant colours in
the visible spectrum, it also attracts the eye because of the multiple associations consumers have with
the colour from massive worldwide companies to Santa Claus. (Lister, 2020)
4.8.2.2.Model
Figure 18. The influence of model in advertisement on sample
24% responded that the models in the advertisements never attract them towards the products.
21% responded that the models in the advertisements rarely attract them towards the products.
25% responded that the models in the advertisements sometimes attract them towards the products.
18% responded that the models in the advertisements often attract them towards the products.
12% responded that the models in the advertisements always attract them towards the products.
From the data we can infer that the models in advertisement do often attract most of the respondents.
A study by Texas State University showed that more attention goes to pictures than words and human
models get the most attention in magazine ads.
This indicates the value of using models that match or appeal to your target audience to forge an
immediate connection between your product/service and your potential customer. Inconsistency
between your headline and your illustration will confuse the viewer and reduce the ad’s impact.
(Hudgins, 2019)
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The model attracts the viewers and also helps them to relate to the product. An attractive model will
catch the attention of the person. A model that represents them will help them relate to the product.
4.8.2.3.Message
Figure 19. Influence of message in the advertisement on sample
5% responded that the message in the advertisements never attracts them towards the products.
13% responded that the message in the advertisements rarely attracts them towards the products.
17% responded that the message in the advertisements sometimes attracts them towards the products.
36% responded that the message in the advertisements often attracts them towards the products.
29% responded that the message in the advertisements always attracts them towards the products.
From studying the data obtained from the questionnaire we can infer that the message of
advertisement often influences most of the respondents.
Message is a significant political, social, or moral point that is being conveyed by a film, speech, etc.
All the components (text, image, etc.) of a print advertisement together convey a message to the
consumer. The message of an ad is the appeal it makes to the consumer’s desire and interest.
For example, Jeep has reigned as an automotive leader since 1943. Recently, the brand introduced a
series of ads that built off the brand's recognized place as an off-road champion. Built around unique
optical illusions featuring wild animals, these ads invite customers to internalize the brand's message
that with Jeep you can get out and see whatever you want, wherever you want. By simply looking at
the ad a different way, a gazelle magically turns into a seal. These advertisements perfectly capture
consumers' desire for creativity and adventure. (Pica9.com)
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4.8.2.4.Slogan
Figure 20. The influence of slogans in advertisements on sample
7% responded that the slogans in the advertisements never attract them towards the products.
14% responded that the slogans in the advertisements rarely attract them towards the products.
32% responded that the slogans in the advertisements sometimes attract them towards the products.
30% responded that the slogans in the advertisements often attract them towards the products.
17% responded that the slogans in the advertisements always attract them towards the products.
From the data we can infer that slogans sometimes attract most of the respondents.
A slogan is a catchy phrase or series of words used to help consumers remember a company, brand or
product. Companies create slogans to use in various marketing efforts in hopes that the phrases will
stick in people's minds. That way, when a consumer needs a product or service offered by a variety of
companies, that consumer will choose the product or service that is top-of-mind from slogan
recognition. (Newton, 2020)
4.9.Attitude and Behaviour towards Advertising

Attitude is a feeling, belief, or opinion of approval or disapproval towards something. Behavior is an
action or reaction that occurs in response to an event or internal stimuli (i.e., thought).
People hold complex relationships between attitudes and behaviour that are further complicated by the
social factors influencing both. Behaviours usually, but not always, reflect established beliefs and
attitudes.
Behavior can be influenced by a number of factors beyond attitude, including preconceptions about
self and others, monetary factors, social influences (what peers and community members are saying
and doing), and convenience.
Advertising, political campaigns, and other persuasive media messages are all built on the premise
that behaviour follows attitude, and attitude can be influenced with the right message delivered in the
right way.(JRank Articles)
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The relationship of attitude and consumer buying behaviour has often been defined by the Theory of
Planned Behaviour. This theory has been used in a lot of empirical researches to examine consumer’s
attitude towards issues such as advertisement in general, attitude towards television programme as
well as attitude towards various products (Ansu-Mensah & Asuamah, 2013). According to the theory
of planned behaviour, human action or behaviour is a function of attitude towards behaviour. It means
that motivation to perform behaviour is a function of attitude and subjective norm. Attitudes towards
advertisements have been defined as a “predisposition to respond in a favourable or unfavourable
manner to a particular advertising stimulus during a particular exposure situation” (MacKenzie, Lutz
& Belch, 1986). Therefore, the positive or negative attitude of respondents towards different
advertisement appeals can influence their behaviour in making their purchases.
In the questionnaire a number of statements are given to know the opinion of people towards
advertisements. They were told to reply in form of their agreement or disagreement by selecting the
appropriate response from the scale of 1 to 5 where 1 - Strongly Disagree, 2 - Somewhat Disagree, 3 -
Neutral, 4 - Somewhat Agree, 5 - Strongly Agree. It was used to establish the attitude and behaviour
of people towards advertising.
4.9.1.Advertising is a valuable source of information about products
Figure 21. Advertising is a valuable source of information about products
3% strongly disagreed with the statement.
9% somewhat disagreed with the statement.
13% were neutral about the statement.
41% somewhat agreed with the statement.
34% strongly agreed with the statement.
Majority of the respondents agreed with the statement that advertising is a valuable source of
information about products. It means that they have a positive attitude towards advertisement. Here
the attitude formed is that advertisements are good sources of information about the products. This
leads to positive behaviour. Respondents refer to advertisements when they want information about
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the product and believe the information provided by advertisements. This positively influences the
consumer’s purchase decision and the consumer buying behaviour.
4.9.2.Promotions and ads of products affect my buying decisions
Figure 22. Promotions and ads of products affect my buying decisions
Majority of the respondents agreed that promotions and advertisements of products affect their
purchase decisions. Hence, advertisements have a positive influence on consumer buying behaviour.
4.9.3.Advertisements produce desire to buy concerned product
Figure 23. Advertisements produce desire to buy the concerned product
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Majority of the respondents agreed with the statement that advertisements produce desire to buy the
concerned product. This positively influences consumer purchase decisions and buying behaviour.
4.9.4.Ads make shopping easier by providing comparative information
Figure 23. Ads make shopping easier by providing comparative information
Majority of the respondents agreed with the statement that advertisements make shopping easier by
providing comparative information about the products by different brands. For example, both
Samsung and Apple sell mobile phones. Their ads give the attributes of the mobile phones
manufactured by them. We can compare their mobile phones through the information obtained from
their ads and come to a conclusion about which is better. This consequently affects our purchase
decision.
Hence, this is a positive attitude about advertising. It has a positive influence on consumer purchase
decisions and consumer buying behaviour.
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5.CONCLUSIONS
5.1.Summary of the Research Findings

The objectives of this research were to determine the impact of advertising on consumer buying
behaviours, to identify media of advertising most preferred by people, to determine ways in which
advertisement influence purchasing behaviour, to identify the degree to which the different features of
advertising attract and influence people and to find out the opinion of people towards advertising and
to establish the relationship between attitude and behaviour.
The following are among the key findings of the research:
Most consumers believe in advertising and consider it to be important.
Most consumers admit that advertising influences their purchase decisions
Online/Social Media is the medium on advertisements are viewed the most by consumers. TV is
second, print media is third. Radio and out-of-home advertisements are the least viewed by
consumers.
Online/Social Media is considered as more reliable by people. But traditional sources are also majorly
considered reliable by consumers.
The quality of advertisement is influences consumers the most. Appeal is the second most influential.
Brand image is the third most influential and celebrity advertising the fourth most influential.
The various components of audio-visual and print advertisements attract and influence consumers to
various degrees.
Attitude and behaviour have a directly proportional relationship in advertising. Consumers have a
positive opinion of advertising and it positively influences their purchase decisions and buying
behaviour.
The findings showed that advertising influence consumers buying behaviour by providing consumers
with information about the products and the consumers use that information in purchasing decisions.
5.2.Recommendations
Companies should study their target groups and then create advertisements accordingly. They should
focus more on Online/Social Media and TV advertisement. They should design the advertisement in
such a way that influences the consumers emotionally. It should make the consumers desire the
product. They should also focus on the different components of advertisement and its quality. Appeal
is one of the most influential components of advertising. Ads should be designed such a way that it
strongly appeals to the target audience’s interests and makes them desire the product. They should
provide concise and impactful information about their products in their advertisements. Attributes of
the products are one of the most important factors considered by the consumers. The advertisement
should aim to change the attitude of the audience towards the products which will in turn positively
impact their buying behaviour.
5.3.Conclusion
From the findings of the study, the researcher concludes that advertising plays a very significant role
in influencing consumers buying behaviour by providing attracting their attention, arousing their
34
interest, creating desire for the product and finally make them decide to purchase the products. These
findings are compatible to the AIDA(Attention, Interest, Desire, Action) advertising model.
From the data analyzed we can conclude that advertising positively influences the consumer buying
behaviour. It positively influences their purchase decisions. Most consumers consider advertisements
to be important and valuable sources of information.
Online advertising and TV advertisements are the most effective and influential in spreading
awareness about the products. They are considered to be more reliable.
The quality of advertisements and appeal are the most influential features of advertisements. They
work to create an emotional response in the mind of the viewer towards the product. This influences
their buying behaviour.
All the components of an advertisement work together to change the attitude of the consumers and
influence their buying behaviour. By studying the impact of different components we can find a way
to improve advertisements and create impactful advertisements. All the components influence the
psychology of the consumers.
Attitude and behaviour have a direct relationship in advertising. By finding a way to positively change
the attitude of the consumers through advertisement we can positively influence their purchase
decisions and consumer buying behaviour towards the product.
Hence, advertising does influence consumer buying behaviour in different ways. Companies should
extensively study this so that can create impactful and beneficial advertisements.
35
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41
APPENDIX
Questionnaire link:
https://docs.google.com/forms/d/e/1FAIpQLScSJ5PHqbsAeyTjlL57xRaPVLh8XmKVzZ7Wass2QG
T0gJ388Q/viewform?usp=sf_link
42

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INFLUENCE OF

LITERATURE REVIEW ........................................................................................... 9

RESEARCH METHODOLOGY ............................................................................. 16

DATA ANALYSIS AND DISCUSSION .................................................................. 17

1.3.Objectives of the Research

 To identify media of advertising most preferred by people

1.5.Scope of the study

1.6.Limitations of the study

According to the AIDA (Attention-Interest-Desire-Action) Model developed by (Schramn, 1995), the

2.2.Factors Influencing Advertisement

2.4.Consumer Attitude and Behaviours

2.5.Consumer Buying Behaviour

2.6.Types of Consumer Behaviour

Dissonance reducing buying behaviour

Habitual Buying Behavior

Variety Seeking Buying Behavior

Complex Buying Behavior

2.7.Factors Influencing Consumer Buying Behaviour

Type of product market

Product life cycle stage

2.8.Factors Affecting Consumer Purchase Decision

2.9.Empirical Literature Review

(Sharafutdinova, 2008) conducted a study on consumer purchase decision on mobile phones in

 What they buy

3.3.Sample and Sampling Techniques

Figure 2. Gender of Sample

Figure 3. Age of Sample

4.1.3.Annual Family Income

Figure 4. Annual Family Income of Sample

Figure 5. Belief in Advertising of Sample

92% of respondents believe in advertising and 8% of respondents do not believe in advertising.

Figure 6. Importance of Advertising considered by Sample

Figure 7. Influence of Advertising on sample

Figure 8. Advertising mediums

4.6.Reliability of Different Advertising Mediums

Figure 9. Reliability of different advertising mediums

Figure 10. Factors of advertising

4.8.Influence Of Various Features Of Advertisements On The Consumers

4.8.1.Audio Visual Ads (TV, Internet, Radio)

Figure 11. Attraction towards The Music/Song in ads

25% responded that the music/song rarely influences them.

31% responded that the music/song sometimes influences them.

17% responded that the music/song often influences them.

14% responded that the music/song always influences them.

Figure 12. The influence of composition of advertisements on sample

11% responded that the composition of advertisements never influences them.

25% responded that the composition of advertisements rarely influences them.

24% responded that the composition of advertisements sometimes influences them.

28% responded that the composition of advertisements often influences them.

12% responded that the composition of advertisements always influences them.

An attribute is a quality or feature regarded as a characteristic or inherent part of someone or

4.8.1.5.The Free/Special Offers

Figure 15. Influence of the free/special offers on the sample

4.8.1.6.The Celebrity Endorsing the Product

4.8.2.Print Ads (Newspapers, Magazines, Pamphlets)

Figure 17. Influence of colourful pictures on the sample

Figure 18. The influence of model in advertisement on sample

Figure 19. Influence of message in the advertisement on sample

Figure 20. The influence of slogans in advertisements on sample

4.9.Attitude and Behaviour towards Advertising

4.9.1.Advertising is a valuable source of information about products

Figure 21. Advertising is a valuable source of information about products

3% strongly disagreed with the statement.