Influence of advertisement on consumers’ buying behavior: A case study of FMCG products
College of Applied Business Administration, King Saud University, Riyadh, Saudi Arabia.
Research Article
World Journal of Advanced Research and Reviews, 2024, 22(02), 763–777
Publication history:
Received on 31 March 2024; revised on 08 May 2024; accepted on 10 May 2024
Abstract:
The primary objective of the current study is to examine how advertising impacts the consumer behavior of University students (N = 200). This study aims to delve into the influence of advertising on attitudes related to purchasing behavior. A questionnaire was developed to assess the effect of advertising, and the sample data were gathered from college/University students aged between 20 and 30. Specifically, eight fast-moving consumer goods (FMCG) brands, namely Lux, Pears, Dettol, Dove, Head & Shoulders, L'Oreal Paris, Dove and Tresemme, were considered in the analysis. The data collection process involved evaluating the correlations between these brands and their respective advertisements. The analysis encompassed the utilization of mean, standard deviation, frequency, and percentage, which were then presented in tabular form. The findings unveiled that advertisements play a pivotal role in steering preferences and choices, significantly influencing consumer buying behavior. The model employed in this study appeared to have a more pronounced impact on consumers compared to conventional modes of advertising. Additionally, the results indicated that consumers perceive advertisements as a credible source of information in contrast to other opinions, such as those from friends, neighbors, or reference groups. The study demonstrated that advertisements wield a substantial influence across diverse income groups, regardless of the economic bracket. Interestingly, the study found that the costliness of products and the frequency of advertisement repetition did not significantly alter consumer buying behavior. Among the brands considered, DOVE emerged as the most preferred, followed by PEARS. Notably, more consumers were affected by Dove and Tresemme's advertisement than by Head & Shoulders. Due to Head & Shoulder’s competitive pricing, users favor it over other shampoo brands. The flash of advertising on the big screen drew attention to it and had an impact on consumers.
Keywords:
FMGC; Purchasing Decisions; Consumer Buying Behavior; Impact of Advertisement; Consumer Awareness; Consumer Perception.
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