Thesis Abstract

Abstract
Consumer buying behavior is a complex process influenced by various internal and external factors. Among these factors, advertising plays a significant role in shaping consumers' preferences and purchase decisions. This research aims to explore the relationship between advertising and consumer buying behavior, with a focus on understanding how different advertising strategies impact consumer perceptions and choices. The study will involve a comprehensive review of existing literature on consumer behavior and advertising, providing a theoretical framework for understanding the key concepts and variables at play. Additionally, primary research will be conducted to gather firsthand data on consumer attitudes towards advertising and its influence on their buying decisions. The research will employ both qualitative and quantitative methods to obtain a holistic view of the subject. Qualitative interviews and focus groups will help uncover underlying motivations and perceptions related to advertising, while quantitative surveys will provide statistical insights into the extent of advertising influence on consumer behavior. Key variables to be examined include the type of advertising (e.g., traditional media, digital ads, influencer marketing), message content, frequency of exposure, and consumer demographics. By analyzing these variables, the research aims to identify patterns and trends in consumer responses to different advertising approaches. The findings of this research are expected to contribute to both academic knowledge and practical implications for marketers and advertisers. Understanding how advertising affects consumer buying behavior can help businesses develop more effective marketing strategies and communication campaigns. By tailoring advertising messages to resonate with target audiences, companies can enhance brand engagement and drive sales. Moreover, the research will shed light on ethical considerations surrounding advertising practices and consumer manipulation. By exploring the boundaries of persuasive advertising, this study will offer insights into the impact of misleading or deceptive ads on consumer trust and loyalty. Overall, this research project seeks to deepen our understanding of the complex interplay between advertising and consumer behavior. By examining the multifaceted factors that influence consumer decision-making processes, this study aims to provide valuable insights that can inform strategic marketing decisions and contribute to the advancement of consumer psychology and advertising research.

Thesis Overview

1. Project summary

Advertising is a way of communication to encourage an audience for making purchase decisions about a product or service and conveying information to viewers. It is considered as a vital and essential element for economic growth of the markets and business(ryans,1999). Advertising is usually a paid form of exposure or promotion by some sponsor the reaches through various traditional media such as a television, newspaper, commercial radio advertisement, magazine mail, outdoor advertising or modern media such as blogs, websites and text messages (Ahmed and Ashfag, 2013.

The major aim of advertising is to impact on buying behavior, this impact about brand in changed or strengthened frequently through people’s memories. Memories about the brand are formed by associations that are related to brand name in consumer mind (Khan, 2012). These brands continuously influence consideration, evaluation and finally purchases (Romaruk and sharp, 2004). Consumer buying behavior has always been given so much importance and space in the literature study of impact of advertising regarding its effectiveness (Ajzen, 2002). Most of the time consumer’s buying behavior depends on liking or disliking of consumer towards the advertisement of the product advertised (Smith et, al, 2006). A good quality advertisement is likely to influence consumers into buying that product while poor quality advertisement will do the opposite

2.Objective of the study

The following objective will be looked at:

1. To ascertain the relationship between advertisement and consumer buying behavior
2. To ascertain the relationship between advertisement and enhanced sales and profit level
3. To ascertain the relationship between advertisement and consumer buying perception

RESEARCH QUESTION

The following research questions will be answered:

1. What is the relationship between advertisement and consumer buying behavior?
2. What is the relationship between advertisement and enhanced sales and profit level?
3. What is the relationship between advertisement and consumer buying perception?