Project Abstract

Abstract
Consumer buying behavior is a complex process influenced by various internal and external factors. Among these factors, advertising plays a significant role in shaping consumers' perceptions, attitudes, and ultimately, their purchasing decisions. This research project aims to investigate the influence of advertising on consumer buying behavior across different product categories. The study will adopt a mixed-methods approach, combining quantitative surveys and qualitative interviews to gather comprehensive data on consumers' responses to advertising stimuli. The quantitative surveys will focus on measuring the impact of advertising exposure on consumers' brand awareness, brand recall, and purchase intentions. Additionally, the surveys will explore the demographic and psychographic variables that moderate the relationship between advertising and consumer behavior. In parallel, qualitative interviews will provide deeper insights into the underlying mechanisms through which advertising influences consumers. By engaging participants in open-ended discussions, the research will uncover the emotional, cognitive, and behavioral responses evoked by advertising messages. Furthermore, the qualitative data will help identify the specific elements of advertisements that resonate most with consumers and drive purchasing decisions. The research will cover a diverse range of product categories to capture the varying effects of advertising on consumer buying behavior. By examining products with different levels of involvement and perceived risk, the study will elucidate how advertising strategies differ based on the nature of the product. Moreover, the project will explore the role of advertising channels and formats in reaching and engaging target consumers effectively. A key objective of the research is to provide actionable insights for marketers and advertisers to enhance the effectiveness of their campaigns. By understanding the nuances of consumer responses to advertising, companies can tailor their messaging and creative executions to maximize impact. Additionally, the findings will inform strategic decisions regarding media planning, budget allocation, and campaign optimization. Overall, this research project seeks to contribute to the existing body of knowledge on consumer buying behavior and advertising effectiveness. By integrating quantitative and qualitative methodologies, the study aims to provide a comprehensive understanding of how advertising influences consumer perceptions and behaviors. The insights generated from this research will offer valuable implications for marketers seeking to create compelling advertising campaigns that resonate with their target audience and drive purchase decisions.

Project Overview

1. Project summary

Advertising is a way of communication to encourage an audience for making purchase decisions about a product or service and conveying information to viewers. It is considered as a vital and essential element for economic growth of the markets and business(ryans,1999). Advertising is usually a paid form of exposure or promotion by some sponsor the reaches through various traditional media such as a television, newspaper, commercial radio advertisement, magazine mail, outdoor advertising or modern media such as blogs, websites and text messages (Ahmed and Ashfag, 2013.

The major aim of advertising is to impact on buying behavior, this impact about brand in changed or strengthened frequently through people’s memories. Memories about the brand are formed by associations that are related to brand name in consumer mind (Khan, 2012). These brands continuously influence consideration, evaluation and finally purchases (Romaruk and sharp, 2004). Consumer buying behavior has always been given so much importance and space in the literature study of impact of advertising regarding its effectiveness (Ajzen, 2002). Most of the time consumer’s buying behavior depends on liking or disliking of consumer towards the advertisement of the product advertised (Smith et, al, 2006). A good quality advertisement is likely to influence consumers into buying that product while poor quality advertisement will do the opposite

2.Objective of the study

The following objective will be looked at:

1. To ascertain the relationship between advertisement and consumer buying behavior
2. To ascertain the relationship between advertisement and enhanced sales and profit level
3. To ascertain the relationship between advertisement and consumer buying perception

RESEARCH QUESTION

The following research questions will be answered:

1. What is the relationship between advertisement and consumer buying behavior?
2. What is the relationship between advertisement and enhanced sales and profit level?
3. What is the relationship between advertisement and consumer buying perception?