Basic Marketing Research.

1. Welcome to our
presentation

2. Study on
“Impact of advertising on consumer
buying behavior”

3. Keywords
Impact of Advertisement, Consumer Awareness,
Consumer Perception, Consumer Buying
Behavior

4. Introduction
A company can never be a leader in the market unless they invest lots
of their budget in their promotional strategies. Advertisement is part of
promotion mix strategy of a business. Because to be successful and for
being a leader an organization has to promote its product effectively
so as to create its awareness as well as to induce them to buy.
Advertisers are using different techniques to effectively convey
commercial messages to create purchase decision. Hierarchy of effects
model often used to assess the effectiveness of advertisement and is a
series of steps such as, attention, interest, desire and purchase decision
.

5. Objectives of the study
 The main objectives of this study is to identify the level of
influence of advertisement on consumer buying decision.
 Secondary objectives
I. To identify the advertising media that gets the attention of
consumers.
II. To know what types of advertisement attracts the customer most.
III. To identify how the advertisements change/influence the
purchasing behavior of the consumer.

6. Statement of Research Hypothesis
Null Hypothesis H0: There are no significant relationship
between consumer buying behavior and advertisement.
Alternative Hypothesis H1: There are significant relationship
between consumer buying behavior and advertisement.

7. Research Model
Impact of
Advertisement
Consumer
Awareness
Consumer
Perception
Consumer Buying
Behavior/Decision

8. Materials and Methods
 Description of the Population
 Sample Size
 Selection Technique
 Survey Instrument
 Procedure of Data Analysis

9. Results and Discussion
88% 12%12%
Gender
Male
Female

10. Abstract
46%
3%
31%
9%
11%
TV RADIO INTERNET NEWSPAPER BILLBOARD
Media
Media

11. INFORMATIVE
PURSUASIVE
COMPARATIVE
52%
28%
20%
ADVERTISEMENT TYPES

12. Statistical Analysis
Descriptive Statistics
Mean Std. Deviation N
Effect on Buying Behavior 3.5920 .77063 100
Statements/ Impact of Advertisement
on a Product
4.0657 .53004 100
Impact of Advertisement to Create
Consumer Awareness
4.0925 .65100 100
Impact of Advertisement to create
perception
4.1750 .50273 100

13. ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression 29.851 3 9.950 33.004 .000a
Residual 28.943 96 .301
Total 58.794 99
a. Predictors: (Constant), Impact of Advertisement to create perception, Statements/ Impact of
Advertisement on a Product, Impact of Advertisement to Create Consumer Awareness.
b. Dependent Variable: Effect on Buying Behavior

14. Findings of the Study
• There is a significant relationship between consumer buying behavior
and advertisement.
• Advertisement of product has a positive impact on consumer buying
behavior.
• Advertisement can create consumer awareness.
• They prefer television for watching advertisements.
• Advertising is a good way to know about a new product.
• A good perception created by advertisement pushes the consumer to
buy the product.
• Perfect Advertisement creates good perception about a product in
consumer mind.

15. Conclusion
This study clearly indicates that advertisement of a product has a
significant impact on consumer buying behavior and it is very helpful to
create awareness among the people. A good and informative
advertisement can create a position in consumer’s mind and increase the
sales of the company. People generally don’t buy a product with their
emotions, they buy a product after having the proper knowledge about
that product. And a proper advertisement can create awareness and
good perception in the consumer’s mind which ultimately influence the
purchase motive of the consumers.

16. Thanks for being with us……