Consumer Buying Behavior

Powerful Essays
MPRA
Munich Personal RePEc Archive
E ective advertising and its in uence on 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
2011
Online at http://mpra.ub.uni-muenchen.de/40689/
MPRA Paper No. 40689, posted 16. August 2012 10:02 UTC
114
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
*gskniazi@yahoo.com
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,



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