Impact of advertisement and price on consumer purchase decision

Binita Manandhar

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Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing Consumer Retail Behavior Studies

Abstract

Advertisement and price play crucial role in consumer buying behavior. The purpose of this study is to measure the impact of advertisement and price in consumer buying behavior. The data were collected by questionnaires using convenient sampling, a sample 400 questionnaire were distributed and 370 complete questionnaires were received from the respondents. Data were analyzed by using different statistical technique such as descriptive static, correlation analysis and regression analysis. The findings of the study showed that advertisement and price have significant impact on consumer purchase decision. Gender and academic qualification were also included as moderating variables and found no significant influence of such variables on consumer purchase decision.

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References

2003Calculating, Interpreting, And Reporting Cronbach’s Alpha Reliability Coefficient For Likert-Type Scales 2012Effective Advertising and its Influence on Consumer Buying Behavior 2013Impact of Brand Image and Advertisement on Consumer Buying Behavior 2014The impact of packaging, price and brand awareness on brand loyalty: Evidence from the paint retailing industry 2011Effective Advertising and its Influence on Consumer Buying Behavior 2011Effective advertising and its influence on consumer buying behavior 2013Review Consumer Behavior and Factors Affecting on Purchasing Decisions 2014Impact of Brand Image and Advertisement on Consumer Buying Behavior - Comparative Study on Rural and Urban Consumers

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