CHAPTER 1

INTRODUCTION

In the current era of information explosion and the world of media,

advertisements play a major role in changing the behavior and attitude of consumers

towards the products shown in the advertisements. The advertisements not only change

the way of product is consumed by user but alter the attitude with which they look at the

product. All over the world, advertisements have been used since ages for a wide

variety of brands. For over the last two decades, a sharp increase in advertisements per

brand can be witnessed. Advertisements have great influence in purchasing decision of

customers for particular brands. It is a ubiquitously accepted fact that advertisements

can bestow special attributes upon a product or service that it may have lacked

otherwise. The present study focuses on identifying the influence of advertisements on

the consumer behavior and attitude with special reference to consumer durables.

Advertising is a way of communication to encourage an audience for making

purchase decision about a product or service and conveying information to viewers. It is

considered as a vital and essential element for the economic growth of the marketers

and businesses (Ryans, 1996). Advertising is usually a paid form of exposure or

promotion by some sponsor that reaches through various traditional media such as

television, newspaper, commercial radio advertisement, magazine mail, outdoor

advertising or modern media such as blogs, websites and text messages (Ahmed &

Ashfaq, 2013).
 The major aim of advertising is to impact on buying behavior; however, this

impact about brand is 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, Siddiqui, Shah & Hunjra, 2012). These brands continuously

influence consideration, evaluation and finally purchases (Romaniuk & Sharp,

2004).Consumers buying behaviour 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 consumers 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 a poor quality advertisement will do the opposite.

THEORITICAL FRAMEWORK

In today’s business world, marketing processes are based on the transaction

between a business and the consumer. The present research paper is focusing on

impact of advertising on consumers buying behaviors of Agusan National High School,

Senior High Students.. Advertising of the product through television and media makes

easier to the buyer so that they can pick or chose the product that they liked.
STATEMENT OF THE PROBLEM

As companies are spending large amount of investment on the advertisement

because they want to keep their product at the top of the customer’s mind.

Advertisement has proven to be a successful tool for the communication but companies

are still in the confusion that what kind of ingredients should be there and how do these

advertisements will help to change the consumer buying behavior.

Research Questions:

Q1.How does advertisement creates awareness in consumers?

Q2. Do advertisements build perceptions in the mind of consumers?

Q3. Does consumer awareness and perception affect their buying behavior?

SCOPE AND LIMITATIONS

The conclusions drawn from the study are based on the responses given by the

consumers in a specific area. This study will be helpful in getting an insight into the

perception of Consumers on Advertisements and its impacts on changing the buying

behaviors of consumers.

The limitation in this research was of limited area as this research comprises only

in the Agusan National High School, Senior High so it does not represent the whole

population. The third limitation was resources prohibited to take the large sample size.
HYPOTHESIS

Four hypotheses have been developed in this research article.

H0: There is no relationship between advertisement and consumer awareness.

H1: There is a relationship between advertisement and consumer awareness.

H0: There is a relationship between advertisement and consumer perception.

H2: There is a relationship between advertisement and consumer perception.

H0: Consumer awareness and consumer perception have no impact on buying

behavior.

H3: Consumer awareness and consumer perception have impact on buying behavior.

SIGNIFICANCE OF THE STUDY

The result of this study will be beneficial to the viewers because it will help them

to become aware .Furthermore, it will help them to cope up with their strong desire and

decision making. This will also benefit the Advertisers to become aware and proper deal

with advertisements and also to the viewers to gain more knowledge and information

about the impact of viewers’ behavior.

CONCEPTUAL FRAMEWORK

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ENTERTAINEMENT

CONSUMER CONSUMER
FAMILIARITY
AWARENESS PERCEPTION

CONSUMER BEHAVIOR
DEFINITION OF TERMS: