Impact of Advertising on Youth

Impact of Advertising on Youths’ Purchasing Behaviour
Nur Amalina binti Zahir
Bachelor of Professional Communication
International University of Malaya-Wales

Table of Contents
Background 3
Definition 3
Advertising Industry in Malaysia 4
Aim 4
Motivation of this Study 5
Problem Statements 5
Research Questions 6
Research Objectives 6
Scope of this Research 6
Significance of this research 7
Theoretical Framework 8
Underpinning Theory 9
Proposed Research Methodology 10
Sample Size 10
Sampling Unit 10
Sampling Technique 10
Sample 10
Survey Instruments 11
Conclusion 12
References 13

Background
Definition
Youth is considered as a period of transition from the dependence of childhood to the independence of adulthood. Due to the expansion of global higher education and delayed marriage, the period of time from youth to adulthood has been extended longer compared to before the expansion. As a result, the marketers, educators and policy makers consider youth stage as a stage that is becoming more important to them (Assaad and Roudi-Fahimi, 2007).
According to United Nation (UN), they define ‘youth’ as “those persons between the ages of 15 and 24 years” (UNESCO, 2013). Malaysia follows the United Nation’s definition of youth by changing the old age group of youth from 18 to 40 years old to the new age group of 18 to 25 years old under a new National Youth Policy (The Star Online, 2011). Based on Malaysia Demographics Profile 2014, the number of population for age structure 15 to 24 years old is 2, 580, 486 for male and 2, 511, 579 for female (Index Mundi, 2014).
Consumer purchasing behaviour or also known as consumer buyer behaviour is studied to be an inseparable part of marketing and Schiffman (2007) state that consumer buying behaviour is “the behaviours that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs”.
Advertising is a marketers’ technique and a

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