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Effective advertising and its influence on consumer buying behavior

Author

Listed:
  • Niazi, Ghulam Shabbir Khan
  • Siddiqui, Javaria
  • Shah, Burhan Ali
  • Hunjra, Ahmed Imran

Abstract

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.

Suggested Citation

  • Niazi, Ghulam Shabbir Khan & Siddiqui, Javaria & Shah, Burhan Ali & Hunjra, Ahmed Imran, 2011. "Effective advertising and its influence on consumer buying behavior," MPRA Paper 40689, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:40689
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    References listed on IDEAS

    as
    1. Kashif Riaz & Syed Karamatullah Hussainy & Abdul Kabeer Kazi & Gobind M. Herani, 2008. "Advertising Styles’ Impact on Attention in Pakistan," KASBIT Business Journals (KBJ), Khadim Ali Shah Bukhari Institute of Technology (KASBIT), vol. 1, pages 28-35, December.
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    Cited by:

    1. Lorena Juntong & Mylene Gadia & Jhenell Calasang & Joemar Minoza & Lanny Merryl Gallarde, 2024. "Lexical features and persuasion techniques in the selected Philippine television advertisements," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - SOCIAL SCIENCES, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 14(3), pages 111-128.
    2. Mihaela DIACONU, Author-Workplace-Name: University of Pitesti, Romania & Olimpia OANCEA, Author-Workplace-Name: University of Pitesti, Romania & Mihaela BRINZEA, 2016. "Integrated Marketing Communication, Intrument Of Modern Organizations Development In Terms Of Sustainability," EcoForum, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 5(2), pages 1-39, July.
    3. Olimpia OANCEA, 2014. "The Use Of Relevant Factors For Consumers In Designing A Communicational Message," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 4, pages 639-644, July.
    4. Tshepo Tlapana, 2021. "The Impact of Store Layout on Consumer Buying Behaviour: A Case of Convenience Stores from a Selected Township in Kwazulu Natal," International Review of Management and Marketing, Econjournals, vol. 11(5), pages 1-6.
    5. Salman Majeed & Changbao Lu & Muhammad Usman, 2017. "Want to make me emotional? The influence of emotional advertisements on women’s consumption behavior," Frontiers of Business Research in China, Springer, vol. 11(1), pages 1-25, December.
    6. Najat Naaman Marshed & Dr. Crispin Mbogo, 2024. "The Role of Price of Dasani Water and Advertising on the Consumer Buying Decision in Tanzania," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(2), pages 2064-2073, February.

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    More about this item

    Keywords

    Environmental response; Emotional response; Consumer buying behavior;
    All these keywords.

    JEL classification:

    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making

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