Effects of Advertisement on Consumer’s Buying Behaviour with References to FMCGs in Southern Punjab-Pakistan

Abdul Ghafoor Awan

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Consumer Behavior and Marketing Influence Marketing and Advertising Strategies Consumer Retail Behavior Studies

Abstract

Advertisement is generally use for creating awareness and promoting products.It is controversial to measure how much advertisement attract the customers.The objective of this paper is to find out how much advertisement bring effect on the consumer's buying behavior with reference to FMCGs.By using 5 point Likert scale with cross sectional data, 250 questionnaires were distributed in five cities of southern Punjab (Bahawalpur, Layyah, Tounsa, Bhakhar and Multan), as a sample, and received 231 complete questionnaires from respondents after field survey.With the help of Kirkpatrick model that contain one dependent and five independent variables, a conceptual framework was developed.Data was analyzed by using different statistical techniques such as descriptive statistic, Correlation analysis, and regression analysis.Results of our study are robust because the evidence shows that advertisements have significant impact on consumers' buying behavior and their choices.

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References

1993Cultures and Organizations: Software of the Mind.1982Reference Group Influence on Product and Brand Purchase Decisions 1989Compulsive Buying: A Phenomenological Exploration 2005Are the Drivers and Role of Online Trust the Same for All Web Sites and Consumers? A Large-Scale Exploratory Empirical Study 2004Consumer Attitudes Toward Mobile Advertising: An Empirical Study 1991Consumer Perceptions of Promotional Activity 2006CONSUMER ATTITUDE TOWARD MOBILE ADVERTISING IN AN EMERGING MARKET: AN EMPIRICAL STUDY 1970Advertising: Its Role in Modern Marketing

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