Consumer Behavior Assignment Sample
A Study on the Effects of Advertisement on Consumer Behavior
Introduction
Advertisement is considered to be a specific communication way for providing encouragement to the audience in order make purchase decision regarding a service or a product along with conveying information to the specific viewers. It is taken into consideration as an essential and significant element for the growth of the economy of the businesses and the marketers. It is in actual a paid form of the promotion as well as an exposure by a specific sponsor, which helps in reaching the different medium that are traditional like newspaper, television, commercial advertisement through radio, magazines, as well as modern media inclusive websites, blogs, as well as messages of texts. The significant aim of the advertisement is affecting the behavior of purchasing; however, the specific effect regarding the either strengthened or transformed through the memories of the people. There have been studies that have been conducted on the effectiveness of advertising and on the impact of advertisement on the buying behavior of the consumer depicting the relationships with positivity (Prabha 2018). However, the specific study involves an introduction on a combination of various variables along with attempts for the examination of the influence over the consumer behavior. The paper helps in aiming for the determination of the variables carrying the most significance in terms of impacting the consumer behavior and the specific variables carrying impacts that are less significant.
Research aim
The aim of the paper is to determine the variables that can carry the essential impacts of the buying behavior of the consumer along with the variables that carry the effects.
Literature review
Entertainment has been considered an initial criterion in order to create an advertisement. It is considered is used as a tool for gaining attention to the consumers. An advertisement that is both entertaining and interesting is considered to be more likely to be remembered by the customers instead of something that is boring. Hence, it can be considered that entertainment helps in increasing the effectiveness of advertisements. This is the reason why several companies are making investments of a huge amount of money for making the advertisements which are humorous. According to studies done previously, it can be said that entertainment within advertisements helps in generating satisfaction for the customer. The specific claim was tested by empirical studies done later.
Nelson and Duncan (1985) conducted research on the ways in which entertainment in advertisements impacts the customers. They have successfully analyzed several responses in the direction of the advertisements and seemed to have found that advertisements that are entertaining can help in influencing the customers. It also helps in influencing the customers into the acceptance and consumption of the products (Luo et.al., 2020). Similarly, investigation was done by Chang (2006) regarding entertaining advertisements along withs impacts on the consumer satisfaction, as well as leaving an impact on the intentions of the behavior. While researching, he seemed to have found out that entertaining advertisements can have a positive increase on the satisfaction of the customer, hence, influencing the buying behavior of the customer.
The buying behavior of the customer is considered to be referred to the methods get involved when teams or individuals are seen choosing, utilizing or buying the services, products or experiences for suiting their requirements and desires. The behavior displayed by the customers in searching for, using, making payments, along with having evaluations, and disposal of services and products that they considered to be satisfying their requirements. It can be considered a convergence of the three fields in terms of social science, and include societal psychology, individual psychology, as well as cultural anthropology.
Conceptual Framework
The influence of advertisements and the ways in which the advertisements work can be considered a question, and the answers of the questions are tried mostly by the managers and the marketers (Korenkova et.al., 2020). The initial objective of advertisement is typically for impacting the buying behavior of the customer. Most of the time, the buying behaviors of the customers seems to be influenced by either the likes or the dislikes of the customer in the direction of the advertisements of the products. According to Gorn (1982), the customer behavior towards a specific product seems to be entirely depending on advertisements without any consideration of the features of the product. For analysis of the impacts of the advertisements and the aspects of the advertisements, which influence the buying behavior of the customer, there can be a conceptual framework built.
Research methods and Data Analysis
The specific study is in requirement of a definite and a structured plan for the identification of the relationship between the hypotheses of the test and variables. For the specific reason, the specific research was conducted in accordance with the research design. The technique of data collection has been used in this paper that comprises of playing out a personal as well as up-close meeting with the respondents who are customers of random products and services or have been in exposure to all sorts of advertisements. The poll of the review was planned as well as conveyed for targeting the respondents (Cherubino et.al., 2019). For the successful delivery of the research, and for a reasonable outcome, the survey seemed to have conducted among 545 customers.
According to the indication of the research framework, there is availability of four variables that are independent and one single dependent variable. Hence, an adjustment within the independent variable shall change the dependent variable. In the specific manner, for the examination of the research along with testing a specific theory of a casual review in requirement. The focus of the specific study is on the study for finding out the effects of advertisements on the buying behavior of the consumer. The paper also seems to be clarifying the structure of the connection among the independent and the dependent variables. Hence, the specific study can be taken into consideration between the aspects along with the relationship course. The method of sampling was also used in the specific research being a random method of sampling. People taken into consideration for the survey were aged people, professionals and students as well. The main data was collected among the people living in different parts of the city. For the specific study, around 630 consumers were approached, and 545 surveys were used for the specific analysis. The rate of response was around 88% approximately (Hudders et.al., 2018).
The analysis of the specific study is on the basis of 545 respondents, out of which, 57% were seemed to be male respondents and the remaining were females. If seen in terms of gender, out of 545 respondents, 210 were aged between the range of 18 to 26 years, 163 were from 27 to 40 years, 73 were above 60 years and 107 respondents were between the range of 41 and 60. In the specific research, the analysis was done with the help of SPSS, statistical software, version 20. For checking the reliability of the factors, the internal coefficients of the consistency were analyzed. As per Mallery & George (2003), the coefficient of the reliability was 0.7 and was acceptable, however, around 0.9 is considered to be good and more than that is considered excellent. Again, the relationship between the dependent and the independent variables can be measured with the Pearson test.
The specific study is considered to be showing that there is availability of a positive effect of every variable over the buying behavior of the consumer. This leads to the fact that advertisements impact the buying behavior of the customers. Among the independent variables, the entertainment and familiarity can be seen having the impacts with most of the significance. Hence, if the psychological impact is seen, the effect of Familiarity on the customers helps in leading to the positive behavior of buying. In the specific case, most of the customers have also considered Entertainment as a specific positive indicator in the direction of a brand instead of a negative one (do Paço et.al., 2019). Spending on advisement seems to be coming third in terms of the significance. This seems to be implying the association of the people with spending and the brand is likely to be leading people for buying products. Hence, spending on advertisement can be considered successful for providing persuasion to people for making a purchase. Social imaging in advertisement in considered to be having the least impact. It leads to the fact that the desire of the people for belonging to a specific team seems to be making people buying a product, However, as customers are considered to be having more concerns with several other factors instead of the social imaging within the advertisement.
Research ethics
The ethics of the research is considered to be involving the application of initial ethical principles to the activities of the research that are inclusive of the implementation and the design of the research, respecting the society and its people, along with using the resources and the outputs of the research, scientific misconduct as well as the regulation of the research.
Motivation is provided to the customers for buying a product when they watch an advertisement of the similar product feeling safe to purchase the product. They also seemed to have collected information regarding the products along with getting to know the benefits and usage of the service and the product and then making decisions regarding the purchase. Hence, advertisement can be considered a positive tool of marketing for the generation of more sales. A theory that is answered behind the reasons of making the purchase made by an individual, makes it significant for studying the subject of the buying behavior of the customer as it helps in the facilitation of the firms for planning and executing the superior strategies of the business. In the specific research, attempts have been made for finding the factors that impact the buying behavior of the customer. In studies done previously, specific variables were also found to have made an effect between the customers. It is in actual a paid form of the promotion as well as an exposure by a specific sponsor, which helps in reaching the different medium that are traditional like newspaper, television, commercial advertisement through radio, magazines, as well as modern media inclusive websites, blogs, as well as messages of texts (Sama 2019). The significant aim of the advertisement is affecting the behavior of purchasing; however, the specific effect regarding the either strengthened or transformed through the memories of the people. There have been studies that have been conducted on the effectiveness of advertising and on the impact of advertisement on the buying behavior of the consumer depicting the relationships with positivity.
Reference
Cherubino, P., Martinez-Levy, A.C., Caratu, M., Cartocci, G., Di Flumeri, G., Modica, E., Rossi, D., Mancini, M. and Trettel, A., 2019. Consumer behaviour through the eyes of neurophysiological measures: State-of-the-art and future trends. Computational intelligence and neuroscience.
do Paço, A., Shiel, C. and Alves, H., 2019. A new model for testing green consumer behaviour. Journal of cleaner production, 207, pp.998-1006.
East, R., Singh, J., Wright, M. and Vanhuele, M., 2021. Consumer behaviour: Applications in marketing. Sage.
Hartmann, P., Apaolaza, V. and D’Souza, C., 2018. The role of psychological empowerment in climate-protective consumer behaviour: An extension of the value-belief-norm framework. European Journal of Marketing.
Hashim, N.H., Normalini and Sajali, N., 2018. The Influence Factors Towards Mobile Advertising Message Content on Consumer Purchase Intention. Global Business Review, 19(5), pp.1187-1206.
Hudders, L. and Cauberghe, V., 2018. The mediating role of advertising literacy and the moderating influence of parental mediation on how children of different ages react to brand placements. Journal of Consumer Behaviour, 17(2), pp.197-210.
Ismagilova, E., Slade, E., Rana, N.P. and Dwivedi, Y.K., 2020. The effect of characteristics of source credibility on consumer behaviour: A meta-analysis. Journal of Retailing and Consumer Services, 53, p.101736.
Korenkova, M., Maros, M., Levicky, M. and Fila, M., 2020. Consumer perception of modern and traditional forms of advertising. Sustainability, 12(23), p.9996.
Luo, B., Sun, Y., Shen, J. and Xia, L., 2020. How does green advertising skepticism on social media affect consumer intention to purchase green products?. Journal of Consumer Behaviour, 19(4), pp.371-381.
Prabha, D.D., 2018. A Study on the Consumer Behaviour towards Green Marketing Practices-With Special Reference to Coimbatore City. Sumedha Journal of Management, 7(2), pp.18-24.
Sama, R., 2019. Impact of media advertisements on consumer behaviour. Journal of Creative Communications, 14(1), pp.54-68.
Srivastava, R.K. and Wagh, S., 2020. Factors impacting consumer purchase behaviour for pharmaceutical products. International Journal of Healthcare Management, 13(2), pp.113-121.
Voramontri, D. and Klieb, L., 2019. Impact of social media on consumer behaviour. International Journal of Information and Decision Sciences, 11(3), pp.209-233.
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