IMPACT OF ADVERTISEMENT ON BUYING BEHAVIOUR OF CONSUMER (original) (raw)
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The present research paper is focusing on the impact of advertising on consumer's buying behaviours. Advertising is the key factor, which raise the consumers' intentions towards the product and buying behaviours. The buying behaviour is strongly influenced by image of the product which is build by the advertisers. The study explores that a creative and well executed advertisement has always a great impact on the buying trends or purchasing behaviours of the consumers. At the same time quality of the product and price are also included with their strong impact on buying behaviour of consumer. Likewise to some extent the celebrity endorsement also matters in the buying behaviour. Therefore the study concludes that the positive impact of all these factors, on the buying behaviour of the consumer proves the loyalty of consumer towards brand which helps in promotion of the advertised product and changes the buying behaviour towards buying intentions.
Over the years, advertising has become a regular strategy for positioning products, services and ideas in the market place. Yet an over dependence on advertising could be counter-productive and disdainful for the targeted audience who often regard excessive advertising as information overload. In spite of the growing criticisms about the effectiveness or otherwise of advertising, its relevance in contemporary marketing management is not in doubt. This exploratory study was structured to critically to examine the usefulness of advertising in persuading consumers to adopt a new or an existing product, with a special focus on Nigeria as a developing economy. The aim primarily was to examine the effect of advertising on consumer buying behaviour within the Nigerian context. The study focused on revealing the relationship either positively or negatively, between advertising and consumer buying behaviour. It equally postulates what effect continuous advertisement of product has on consumer buying behaviour. The findings indicate that advertisements that are properly packaged will surely persuade consumers to experiment the particular product, and that such advertisement should be executed long enough to generate such curiosity that will motivate consumers to buy. The study recommends a proper understanding of various segments of customers and their buying behaviours. And the organisation as well as others, must endeavour to understand the buying behaviour of its customers in order to identify the - what, why, where, when and how - they buy; otherwise, an unstructured advertising campaign will not yield positive results.