Munich Personal RePEc Archive
Eective advertising and its in
consumer buying behavior
Ghulam Shabbir Khan Niazi and Javaria Siddiqui and
Burhan Ali Shah and Ahmed Imran Hunjra
Quiad-e-Azam University Islamabad, Pakistan., Federal Urdu
University of Arts, Science, & Technology Islamabad, Pakistan, Iqra University Islamabad Campus, Pakistan
Online at http://mpra.ub.uni-muenchen.de/40689/
MPRA Paper No. 40689, posted 16. August 2012 10:02 UTC
Information Management and Business Review
Vol. 4, No. 3, pp. 114-119, Mar 2012 (ISSN 2220-3796)
Effective Advertising and its Influence on Consumer Buying Behavior *Ghulam Shabbir Khan Niazi1, Javaria Siddiqui2, Burhan Ali Shah1, Ahmed Imran Hunjra3 1Quaid-i-Azam School of Management Sciences, Quaid-i-Azam University Islamabad, Pakistan 2Federal Urdu University of Arts, Science, & Technology Islamabad, Pakistan 3Iqra University Islamabad, Pakistan
Abstract: Advertising is a way of communication to convince an audience for taking purchase decision about a product or service and delivering information to viewers. This paper examines the relationship between environmental response and emotional response which are independent variables with dependent variable i.e. consumer buying behavior. This research investigates the relationship between the variables involved, by taking the 200 responses in twins’ cities of Pakistan. Findings of this study show the moderate relationship between independent variables and dependent variable. It shows that consumer purchase those brands from which they are emotionally attached. This study reports new results in the field of buying behavior of consumers’ response.
Keywords: Environmental response, Emotional response, Consumer buying behavior 1. Introduction
Of all marketing weapons, advertising has leading impact on viewers mind, as its exposure is much more (Katke, 2007). Marketing mix has four subsets i.e. product, price, place and promotion and advertising is a component of promotional mix, which is used to create awareness about product and services for taking purchase decisions. Marketers use these types of tool for communication purpose. Advertisement evolves date back in the ancient times. Different societies used different types of symbols for the promotion of the products and services for attracting consumers. However, these pictures were used for a limited area for promotion. In modern time, advertisement has become important way to promote products and services and is used for communication purpose. No company can become a market leader unless they invest lots of their investment in promotional purposes (Hussainy et al., 2008). The major aim of advertising is to impact on buying behavior; however, this impact about brand is changed or strengthened frequently people’s memories. Memories about the brand consist of those associations that are related to brand name in consumer mind. These brand cognitions influence consideration, evaluation, and finally purchases (Romaniuk & Sharp, 2004). Most companies do analysis of consumer behavior. The major objective of consumer behavior analysis is to determine the factors that consumers behave in particular circumstances like in economics aspect (Ayanwale et al., 2005). Consumer behavior analysis is helpful for advertiser to understand the behavior of consumer in buying different situations. According to traditional hierarchy-of-effects models, advertising affect of advertising exposure leads to brand cognition and cognition about the ad, which then leads to the attitude towards the ad and the brand until their purchase intent (Mendelson & Bolls, 2002). As the market is surplus with several products or services, most companies make similar functional claim; so, it has become extremely difficult for companies to differentiate their products or services based on functional attributes. Differentiates based on functional attributes which are shown in...