The Impact Of Advertising On Consumer Buying Behaviour

Evolution of Advertising and Advertisement

Almost each one of use has grown up in a world that is flooded with a large range of mass media such as television, films, magazines, advertising, music, movies, internet and newspaper. Among all the marketing weapons, advertising is considered to be the subset of promotional mix and that is one among the 4Ps in the category of marketing mix, i.e., product, price, place and promotion. Being one of the promotional strategies, advertising do serves as one of the key tools in the making of product awareness among the minds of all the potential customers in order to take an eventual purchase decision. It is to note that advertising, by each and every medium, influences the audiences (Xu et al., 2011). However, television is always considered to be one of the powerful and the strongest means of advertising because of its mass reach. Due to this reason, it has the potential to influence the attitudes of the individual, their lifestyle, behaviour, exposure as well as even the culture of the entire country.

In this modern world of advanced science and technology, each and every one is surrounded by media and advertising and therefore, it is very important to what actually influences a person or an individual to act in the way he or she acts while buying certain things. With the same, it is also important for an advertiser to understand the various buying behaviours and tendencies of the everyday customers. The evolution of advertising and advertisement dates back into the earlier times (Kumar & Raju, 2013). The ancient societies used to make use of pictorial signs and symbols in order to attract the users of the product. Hence, it can be said that these elements were in use for the purpose of product promotion over centuries. In the today’s modern world, advertisement has become one of the key sources of communication in between the manufacturers and the customers who buy their products.

In the current world of globalisation, it is of utmost importance for the advertisers to delivers the advertising information and message to the buyers without the use of advertising. However, this research study has been elaborated on the attitudinal behaviour of the males and the females in various different buying behaviour. The main objective of this study are to find out advertising by means of attitudinal buying behaviour consumer as well as to analyse the impact of advertisement by means of consumer buying behaviour.

Measure of Effectiveness of Advertising

Advertising is basically a form of communication which has been created in order to convince the audiences such as the viewers, listeners and the readers to try or to buy some products, services or ideas. Sometimes, it is also regarded as an attempt to be used as a message which could communicate with some people for convincing them for making a decision or some actions or changes. With the same, Wijaya (2015) has defined advertising as a process of communication that view advertising from its functional perspective. It is a type of communication which has many impacts which are basically linked to the other forms of communication. There are many studies that have examined how effective was advertising in past decades. The most common measures of the effectiveness of advertising comprise of advertisement recognition, advertisement recall, and brand awareness, attitude towards those advertisements, clicks or the click through rates, the brand as well as the purchase consideration (Hamborg et al., 2012). Among these most common measures, the click on advertisements, the attitudes towards the advertisements and the potential to recall the advertisements are of the primary focus of the current study (Von der Fehr & Stevik, 1998). Also, many researchers looked for differences in gender and age. They also then differentiated the different mediums through which the ads are presented and in which kind of style. Through many means advertising can be streamed a lot more today than there were in the past. In most of the research studies the effectiveness of these three mentioned measures were assessed by their potential to predict the purchase making decision of the buyers. Sales promotion, advertising and the public relations are regarded to be the tools of mass communication that are available for the marketers (Papasolomou & Melanthiou, 2012). As the name itself suggests, mass communication makes use of the same messages for each and every one in a group of audience. In the present days, there are many definitions of advertising. In other words, it can be said that today, there are boundless number of definitions of the term advertising. As defined by Saaty (2013), advertising refers to the process of communication, also known as marketing process. Also, Bakshy et al. (2012) in this context has defined advertising as a social and an economic process. On the other hand, Jackson (2011) have defined it as a persuasion or information process. Advertising is also defined as paid, non-personal communication through various media by business firms, non-profit organization, and individuals who are in some way identified in the advertising message and who hope to inform or persuade members of a particular audience is of the opinion that advertising is used to establish a basic awareness of the product or service in the mind of the potential customer and to build up knowledge about it (Chan, Wu & Xie, 2011).

Positive Impacts of Advertising

The main aim of advertising is to influence the buying behaviour of the buyers and this impact is strengthened or is changes often in the memories of the people (Saleem & Abideen, 2011). The memories regarding the brans consist of the associations which are linked with the brand name within the minds of the customers. Such cognition of the brands influence the evaluation, considerations and lastly, the final purchases. As stated by Lee, Edwards and La Ferle (2014), the main aim of the buying behaviour analysis of the consumer is to explain the reason why they act in that specific manner under certain situations (Niazi et al., 2012). It tries for determining the various factors which have the potential of influencing the buying behaviour of the consumers, particularly in terms of economic, psychological and social aspects. When young people choose advertising information and characters as their role models, they may not only identify with them but also intend to copy them in terms of how they dress and what they are going to buy (Bakshi, 2012).

There are few positive impacts of advertising and the two most significant of all are that of connecting the customers emotionally with the brand or company and building awareness (Hudson et al., 2015). Providing with an example for building up of awareness, a new brand could really benefit to a great extent if a celebrity inscribes on it. With the same, it could also attract the attention and the inquisitiveness of the customers in order to see what product is being inscribed. Moreover, there are many researches that have shown that the customers could get higher level of message recalls if the product or the brand is inscribed or is endorsed by the celebrities. These celebrities have a very strong and positive influence on the views of the fans as because of the fact that fans are likely to be willing for purchasing the products as their stars are endorsing them (McCormick, 2016).

The buying behaviour of the consumers are known as cognitive process (Thogersen et al., 2017). The customers are aware of the needs and wants and the search for the possible ways of satisfying it. Consumer awareness is not an automatic process, instead it is a selective external process. For example, the customers are exposed to hundreds of messages which persuades them from advertising religious groups, food products, political organisation and other different resources. Such a mass information which seeks out the attention of the customers is then filtered out by the individuals for making the decision in buying any sort of product. As per Zhang and Benyoucef (2016), there are five stages of the customer decision making process and they are problem recognition > Information search > information evaluation > purchase decision > evaluation after purchase making. With the same, it is also to note that the customer information sources also have a total of four groups and those are- personal sources, public sources, commercial sources and experience sources.

Buyer Behaviour Analysis of Consumer

For conducting a research study in an organised and systematic manner, it is very crucial for the researcher to have a well-defined idea of the approach or the approached that he or she would undertake to complete the research. He or she must also be very clear about the data collection method that is relevant to conduct the research. Research methodology assists in providing theoretical frameworks regarding the research method that is being use for conducting the study (Gale et al., 2013). However, it is to note that this study have made use of both quantitative and qualitative data analysis method for better evaluation. The main purpose of quantitative research method is quantification of the data. It allows the process of generalizations of the results and the outcomes from the sample of a group or populations of interest as well as the measurement of the incidences of different opinions and views in the provided sample. On the other hand, qualitative research is regarded to be very suitable for gathering an in-depth understandings of the underlying motivations and the various different reasons (De Massis & Kotlar, 2014). This type of analysis provided an insight into the setting of a specific problem or issue. Hence, it is to state that this study has used combined data in order to improve the evaluation process through ensuring that the limitations of a single type of data are more balanced by the strengths of the other one (Lewin et al., 2015). It would ensure that the understanding of the data and the subject is well-improved by integrating various methods of knowing.

Furthermore, it is also to state that this study have also made use of Action research process for conducting the research study more effectively (Lewis, 2015). This research is always relevant to the engaged participants. In this process, relevancy is guaranteed as of the fact that the main focus of every research project is determined by the researchers that are also regarded as the primary consumers of the research findings. The process of Action Research comprise of seven consecutive steps and they are:

• Selection of the focus
• Clarification of the theories
• Identification of the research questions
• Collection of the data
• Analysis  of the data
• Reporting the results
• Taking informed actions

However, for this study, the data are gathered in a well-developed manner that is structured in five point Likert Scale is also considered (Boone & Boone, 2012). There were questionnaires set and they were distributed among the different respondents of the research. The data for the study is collected in a total time span of five days and then the responses were fed into the SPSS (the Statistical Package for Social Science) of IBM for the evaluation and analysis.

Research Methodology

The questionnaire that is set has been classified into two different parts like part I and part II. The first Part explains the awareness among the consumers regarding the advertisements. On the other hand, the second part describes recent purchase of the customers that they had done by the help of advertisements that they have viewed.

In this process the Likert scale has been taken into consideration and that consists of 5 point scale and they are:

• Strongly agree (1 point)
• Agree (2 point)
• No opinion (3 point)
• Disagree (4 point)
• Strongly disagree (5 point) (Brown, 2011)

The analysis of the data collected is one of the key methods involved in a research process. It is to note that data acts as the primary sources of knowledge in any research study and therefore, it is imperative to choose the most suitable and effective data collection method. However, a total of 100 individuals of age ranging from 15 to 60 were interviewed and were asked their preferred medium of advertisements along with the types of advertisements they like the most. 44 among them are males and the remaining 56 are females.

Table 1

Interpretation

From the above table, it can be analysed that television is the most popular medium of entertainment among the people and it is mainly through this medium that different advertisements are delivered to them. With the same, it is also to note that lot of people are more appealed towards the advertisements that are either meaningful, funny or creative in appearance and nature.

Furthermore, a total of 110 respondents are been asked the following questions in order to assess the effectiveness of advertisements and come to a conclusion that is more accurate.

Table 2

Interpretation

From table 2, it could be stated that none have disagreed of the fact that they get convinced for making a purchase through advertisements. Also, there are many to do find benefits in advertisements and that change their buying behaviour and tendencies. Also, none have disagreed that advertisements do provide relevant messages.

From the above analysis, it can be said that the findings of the research study suggest the below mentioned points:

• Advertisements are potential enough to change the opinions of the consumers about a specific product
• The customers are likely to watch more number of advertisements that could affect their opinions about certain products
• Advertisements have the potential to easily convince the consumers for the different products and services
• Advertisements are strong means of communication for conveying the intended message of the manufacturers to their target group of customers
• Too long or too short advertisements are not beneficial enough
• The advertisements must be engaging and appealing to the consumers in order to involve in the process of advertisements.
• Televisions are more preferred among the customers to view advertisements on different products and services.
• Advertisements have the potential of changing the prejudices one holds about a particular item

Conclusions

From the above analysis, it is to be concluded that as because of the fact that the buyers should act on the bases of incomplete information, they consciously and automatically sustain the risk in each and every purchase as well as non-purchase decision. Any advertisement can have an impact on a person’s decision to buy or not to buy something or to like or not to like something. The way it is presented and how it is structured influences people’s feelings in many different ways depending on the person. But people want to be informed about the product and have a genuine feeling it will benefit their lives. The size of the risks that the buyers or the customers perceive depend on the vitality of a specific purchase as well as on the quantity of the relevant information regarding the category of the product as well as the competing brands. A purchase decision could be regarded as the process of optimisation by means of which the customers seek the brand and the product which would yield greater satisfaction to them. Their process of choice could be regarded as the search for some of the most effective and satisfying trade-offs among all the brands which possess the desirable attributes at different steps or levels. Such view of roles of the additional information in the process of customer purchase decision has many implications for advertising. An advertisement that is reaching the potential buyer when he or she is seeking some relevant information will have a much greater impact, as because of the fact that the buyer is afforded the time and the efforts that are necessary for seeking out this information himself and is less likely to turn to the other competing brand advertisements for obtaining more additional information. In simpler words, it can be stated that the buyers are generally more responsive to many different brand advertisements when they are seeking information on those brands. 

Quantitative and Qualitative Data Analysis Method

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