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Influence of advertising on consumer behaviour
Introduction
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.
The advertisements not only change the way of product is consumed by user but alter the
attitude with which they look at the product. 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.
Brand image and advertisment play crucial role to boost up any business performance as
brand image is an implied tool which can positively change people’s buying behaviors and
advertisement is behaving as a driving force for any business as it’s an effective source to
convey your message and stay in customer’s mind.
Fernel B. Bando Jr.

Abm 12
2
Advertisement is considered one of the most effective medium to influence the purchase
decision of consumers. This study aims to answer the question that whether the residential
background of consumers ie rural and urban has a varying effect on the buying decision due
to the television advertisements. This study also compares the effect of TV advertisements
among the males and females.
Maheshwari, Seth & Gupta (2016) in their article “An empirical approach to consumer
buying behaviour in Indian automobile sector" has concluded that advertisement
effectiveness positively influences consumer buying behaviour.
Ha, John, Swinder & Muthaly (2011), in their research paper "The effects of advertising
spending on brand loyalty in services" have discovered that advertising spending has impact
on consumer’s perceived quality of the product, consumer’s loyalty and satisfaction level.
Kumar & Raju (2013) in their paper “The Role of Advertising in Consumer Decision Making”
have found that advertisements are able to change the consumer’s opinion about a
particular product.
Advertising has always known to be one of the key factors that affect consumer’s decision
making process. In this paper, we have attempted to combine different sets of variables
from these previous studies to test and analyse how they impact consumer’s buying
intention.
Fernel B. Bando Jr.

Abm 12
3
Methodology
The purpose of this study is to examine the impact of brand image and advertisement on
consumer buying behavior in barangay calaba.
The sampling method that was used in this research is ‘random sampling method’. Students,
professionals and aged people were considered for the survey. The age limit was minimum
18 years. The data was mainly collected among the people from different parts of calaba.
Questionnaire survey was used to collect the data by using non probability convenient
sampling technique. A sample of 20 questionnaires was used in which 10 responses were
collected within the period of one week. Findings show that brand image and advertisement
have strong positive influence and significant relationship with Consumer buying behavior.
People perceive the brand image with positive attitude.
Example questions for this is:
 What are the things that you buy?
 How many do you spent every buy some new add that show?
 Are you in debt because of buying something that is not need?
 Are there any benefits to watching add?
The research create awareness of the people who buy more products and attracts more
buyers. The researcher recommends that the company should create advertisements in other
dialect, create advertisements that reflect the local situation and ensure that advertisements
should convey direct information about the product rather than to showing glamour and
exaggeration. Also, advertisements should offer more information about the benefits of the
product.
Fernel B. Bando Jr.

Abm 12
4
For this study a total of 50 consumers were approached. Among them, 20 surveys were used
for the analysis. The response rate however was approximately 10%. The remaining
questionnaire were eliminated due to some errors such as, being filled in incorrectly or were
left incomplete.
Fernel B. Bando Jr.

Abm 12

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Influence of advertising on consumer behaviour

used since ages for a wide variety of brands.

Advertisements have great influence in purchasing decision of customers for particular

special reference to consumer durables.

convey your message and stay in customer’s mind.

Fernel B. Bando Jr.

among the males and females.

buying behaviour in Indian automobile sector" has concluded that advertisement

effectiveness positively influences consumer buying behaviour.

Fernel B. Bando Jr.

consumer buying behavior in barangay calaba.

sampling technique. A sample of 20 questionnaires was used in which 10 responses were

People perceive the brand image with positive attitude.

Example questions for this is:

 What are the things that you buy?

 Are you in debt because of buying something that is not need?

 Are there any benefits to watching add?

Fernel B. Bando Jr.

Fernel B. Bando Jr.

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