ABSTRACT:

The present research paper is focusing on the impact of advertising on consumer’s buying
behaviors. Brand image, persuasiveness and celebrity endorsement in the advertising are the
key factors, which raise the consumers’ intentions towards the product and buying behaviors.
The buying behavior is strongly influenced by image of the product which is built by the
advertisers. The primary data of the study is collected through questionnaires and secondary
data was collected through internet, journals and business magazines. This survey study was
conducted in January, 2013. A sample of 120 respondents was taken, out of which 50 were in
government or semi-government services, while 30 were taken from business class and the
rest 40 were private employees. The study explores that a creative and well executed
advertisement has always a great impact on the buying trends or purchasing behaviors of the
consumers. At the same time quality of the product and price are also included with their
strong impact on buying behavior of consumer. Likewise to some extent the celebrity
endorsement also matters in the buying behavior. Therefore the study concludes that the
positive impact of all these factors, on the buying behavior of the consumer proves the loyalty
of consumer towards brand which helps in promotion of the advertised product and changes
the buying behavior towards buying intentions.
The word is speeding into information age. Style is taking a sent next to substance and the bar
gauge of commerce is shifting to images and perceptions from nuts and bolts. As a result
everyone is jumping on the brand wagon. Brands are bigger than every, but as a result it is
also true that more than ever is expected of them. In today’s world a brand occupies a space
on the consumer landscape much like tat of a person. Advertising also provides the necessary
support after the consumer has made the purchase. If the consumers experience dissonances
or discomforts owing to their purchase decision, then advertisement reduces this feeling
of discomforts y providing information on the products attributes. It is even more necessary
to neutralize the impact of the advertisements of rival brands. The subsequent paper
endeavors to gauge the role of advertising in promoting brand predominantly in the
perspective of men’s wear.
This study is intended to analyze the impact of advertisement in consumer behavior. The
purpose of this paper is to examine the impact of advertisement in consumer behavior.
Convenience sampling is used for the study. All together 250 questionnaires were distributed
to the customers from Kathmandu City and only 200 questionnaires were received. Most of
the respondents have taken advertising as promotional tools that can convince the customers
towards the products the study shows that the customers are highly affected by the
advertisement as it creates curiosity on the customers and it provides information of the
products, which is also important for the customers before buying any goods and services. So
there is a positive impact of advertisement on consumer behavior. According to the
respondents, television is more effective media to influence and convince the audience
towards the advertised products.
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.

Television advertising is a very effective tools of communicating message to its target

audience as it has the ability to combine visual & audio communication and thus this makes
advertisements is an important medium to make people aware of any products.There are
different products which the women consumers used, in that the FMCG products they select
after getting information about those particular products. This paper presents the results of a
study designed to test the Impact of television advertising and on women consumers’ buying
behavior. Unlike previous studies, however, the effects of such communication processes on
womens’ are evaluated in the context of household decision making but in this research paper
the purpose is to study on different factors which influenced on buying behavior, their
satisfaction with advertising strategies in FMCG products, their monthly expenditure etc. The
Primary data has been collected from 30 respondents from Chandrapur City. Stuctured
questionnaires has been framed contained 10 questions which has been asked to women
consumers. The secondary data has been collected from books, websites, articles, television
etc. Finally some Finding , limitations , conclusions & suggestion has been written in this
paper. Though the different media spread awareness but television advertising plays a vital
role in buying behavior of women consumers.
Measuring the influence of Advertisement in Consumer Brand Preference is very
essential for every marketer. If advertisement does not create any positive change in
consumers’ brand preference, all the resources such as money, time and efforts spent
on advertisement will go in vain. Most of the marketers use Advertisement as a tool to
attract substantially new customers and to retain the existing customers. This research
studies about the “Influence of Advertisement in Consumer Brand Preference in the
Soft Drink Market”, which is one of the most competitive markets in Batticaloa.
Every Brand in this market use Advertisement as a major weapon to overcome the
fierce Competition. There are numerous Advertisements of different Soft drink brands
exposed in Television. But, the main thing here is, the marketer want to identify that, do all
these advertisements positively influencing the consumers’ brand preference.
In order to study the influence of Advertisement in Consumer Brand Preference, three
main variables are considered with appropriate dimensions. They are; Information,
Communication and Comprehension. The structured questionnaire was used to collect
primary data from 200 respondents. The study found that all three variables indicate
high influence of Advertisement in consumer brand preference. Even though it has
high influence in overall view, the advertiser wants to consider the indicators, which
have low and moderate influence in their future developments of the Advertisements
to maintain its position in the market in the long-run. Eventually, this study
recommends some actions for improving the influence of Advertisement in consumer
brand preference.
The proliferation of assorted brands of food drinks in the country has led to cut-throat
competition for increased market share being witnessed among the operators in the food
drink industry. When competition is keen and the consumers are faced with brand choice in
the market, it becomes imperative for the manufacturers to understand the major factors that
can attract the attention of buyers to his own brand. These then form the basis for marketing
panning and action. This study, which was based on a survey of 315 randomly selected
consumers of food drinks in Lagos, Ibadan and Ile-Ife, cities in Southwestern Nigeria,
examined the role played by advertising in influencing consumers preference for Bournvita,
which is one of the leading food drinks in the Food and Beverage industry in Nigeria. Results
revealed that both male and female and different age groups were equally influenced by
advertising in their preference for the brand. 38.73% of the consumers showed preference for
Bournvita out of the various brands of the food drink studied. The major reasons advanced
for the preference are its captivating advertising (42.62%) andnrich quality (40.16%). TV
advertising was most preferred by 71.43% of the respondents of all the media used in
advertising Bournvita. The need for high preference to advertising is therefore highlighted for
companies that want to not only retain their market but take positive steps to increase their
market share.

Measuring the impact of advertisement in consumers brand preference is very essential for
every marketer.Advertisement does not create any positive change in consumers’ brand
preference; all resources such as money, time, and effort spent on advertisement will go in
vain. The study aims to explore the impact of advertisement on consumers brand preference
in the beer brand market in Adama city. The structured questionnaires were used to collect
primary data from 384 respondents, out of which 346 valid questionnaires were collected and
analyzed These respondents were selected by using stratified probability sampling method.
The data were analyzed using descriptive statistics (frequency, percentage) and inferential
statistics like correlation and multiple regressions.The finding revealed that there are positive
and significant relationships between advertising media, source of advertisement,
characteristics of advertising messages and brand preference of beer. Even though it has high
influence in overall view, among advertising media TV is the most influential media in brand
preference of beer in Adama city context. Eventually, this study recommends appropriate
actions for companies in refining their advertising strategies as a means of overcoming the
intense competition that exist in the market, therefore, they can increase their sales volume
and market share.

There has been constant and intense competition by organizations through the use of
advertisement as a tool. Nowadays we as consumers have been encircled or rather sieged by
advertisements of different organizations. Market researchers argue that these advertisements
are still important in attracting consumers to a certain brand, however critics believe it’s
becoming less effective. The telecom industry in Nigeria has been a field was we have
witnessed lots of advertisement in the country. Therefore knowing what happens behind the
scenes seems very crucial for major players’ .The purpose of this research is to investigate the
effects of advertisements on consumer brand preference in the Nigerian telecom industry.
Accordingly we first tried to understand advertisement and how it works and how each brand
uses it to achieve its objectives and afterwards past literature on how advertisement has
affected brand preference in different fields are presented The participants in the study are
customers of the three major telecom brands in Nigeria and the data collection methods used
were both questionnaires and interviews method used is questionnaire. It was evidently
concluded that advertisement remains a major tool for telecom companies to gain market
share.

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.

In the current era of information explosion and the world of media, advertisements
play a major role in changing the behavior and attitude of consumers towards the
products shown in the advertisements. All over the world, advertisements have been
used since ages for a wide variety of brands. For over the last two decades, a sharp
increase in advertisements per brand can be witnessed. Advertisements have great
influence in purchasing decision of customers for particular brands. It is a
ubiquitously accepted fact that advertisements can bestow special attributes upon a
product or service that it may have lacked otherwise. The present study focuses on
identifying the influence of advertisements on the consumer behavior and attitude
with special reference to consumer durables.

PROBLEM STATEMENT:
The research has been undertaken with the major aim to understand the effect of advertisement on consumer
brand preference in the telecommunication industry. Due to large competition amongst organizations, There is
a rising need to spend on factors that benefit the profitability of the organization. However without saying
much we can see that organizations especially in the telecom industry are pumping billions of naira into
advertising. Critics and a lot of marketers are therefore having doubts if this spending on advertisement has an
effect on consumer brand preference in the telecommunication industry especially where all the major service
providers are well known and have established market share. Therefore answering this problem also further
help us identify the impact of some advertising methods like the use of celebrities in advertising on consumer
brand preference in the telecom industry. Like we have seen continuous use of this method by Glo, has it
worked or not. Lastly the research determines if advertisement can alter already perceived quality of the
product which hence affect consumer brand loyalty.
Consumer behavior is the study of how individuals, groups and organizations select, buy,
use and dispose of goods, services, ideas or experiences to satisfy their needs and wants.
The study of consumer behavior is very important for the marketers as it enables them to
understand and predict buying behavior of consumers in the market. It is concerned with
what they buy, why they buy, when and where they buy and how often they buy and how
do they consume and dispose them after using them. Consumer research is the methodology
used to study consumer behavior that takes place at every phase of the consumption process
such as before the purchase, during the purchase and after the purchase. Research shows that
two different buyers buying the same product for different reasons, paid different prices,
used in different ways, have different emotional attachments towards the things (Brosekhan
& Velayutham, 2013). In a today’s dynamic and highly competitive business environment
customers are becoming more demanding and their expectations are continuously rising
while marketers are continuing their efforts to meet them (Alsmadi, 2006). Consumer
behavior is influenced by the buyer characteristics and by the buyer’s decision
process. The buyers’ decision process is influenced by various factors. Marketers need to
understand the factors influencing consumer buying decisions to develop marketing
strategies. People buy goods and services for personal consumption. Consumers are vary
tremendously by different factors and the marketers need to identify those factors influencing
purchasing decisions as it is difficult for them to predict consumer behavior. There has been
limited research in marketing in Nepalese context and it is rarer in the case
of consumer behavior. It is also evident in the field of academic research. Very few academic
research studies conducted in the 􀀒eld of marketing and consumer behavior. This study is
particularly important in Nepalese context where the marketers have been facing marketing
problems due to inadequate accessibility to market. The marketers also have been facing
the problems in identifying the factors that can influuence the purchasing decisions of the
buyers. The Nepalese business houses can generate many ideas in the field of marketing
through this type of research. This kind of research will be helpful for the marketers for the
understanding consumer properly. This study will explain the rationale behind consumers.
and their buying decisions. It also will help the marketers to understand why consumers
act as they do, and will seek to examine the factors influencing the consumers to purchase
consumer goods. Hence the basic research issue being propositioned is what factors influence
consumer buying behavior in respect to consumer goods.
In the previous decades, packaging of food products has become an important marketing tool.
Packaging also shapes the expectations and perception of the consumer in regards to product and
gives manufacturers the opportunity to persuade the consumers to make purchasing decision.
Considering packaging features have a vast impact up on consumers buying behavior. This will
present challenges to local marketers. Packaging designs which are not specifically optimized for
the specific consumers will result in lower sales as well as influence the buying behavior of
consumers. Understanding of the consumer behavior which is affected by innovative packaging
and product design is necessary for local marketers to have competitive advantage over their
international competitors in the business world. In order to reach this understanding that
packaging attributes put drastic impact on the buying behavior of consumers for packaged food,
these issues must be considered.