scholarly journals An Assessment of Commercial Advertisement’s Effects on Consumer Buying Behaviour

2019 ◽  
Vol 8 (1) ◽  
pp. 90-102
Author(s):  
Khurram Sultan ◽  
Gashaw Abdulrahman ◽  
Zhino Salam ◽  
Awin Mawlod ◽  
Rayan Dilshad
Keyword(s):  
Sample Size ◽  
Service Provider ◽  
Future Research ◽  
Buying Behavior ◽  
Internet Service ◽  
Left Behind ◽  
Buying Behaviour ◽  
Structured Questionnaire ◽  
Internet Companies

Consumer buying behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase. This study aims to investigate the influence of commercial advertisement on consumer buying behaviour regarding internet companies in Erbil. The objectives of the study are multi fold, first To adumbrate the profile of the consumers in Erbil for future advertisement campaign, second to critically examine the perception of the consumer about advertisements, third to analyses and explain the new medium of advertisement and its impact, fourth to assess the role of advertisement in case of internet companies to promote their brands. Three internet companies are selected as sample size including Fast link, Newroz and Tishkent data collected via questionnaire by using 5 likers scale. A structured questionnaire was developed and distributed among 80 users of three internet service provider in Erbil, whereas 60 employees answered rightly. Most of the employees showed positive answers that they have influence of advertisement on their buying behavior toward internet services. This thing leads toward rejection of our Ho and acceptance of H1. Those who left behind with less positive answers  main reason were found during survey that was they are with less education  and most of them they are not  aware with usage of smartphone. Related to future research other authors can consider other variables that are not coved under this study.

scholarly journals An Empirical Study on the Impact of Advertising on Buying Behaviour

2016 ◽  
Vol 3 (2) ◽  
Author(s):  
Ashutosh Sandhe
Keyword(s):  
Empirical Study ◽  
Sample Size ◽  
Vital Role ◽  
Buying Behavior ◽  
Advertising Strategy ◽  
Market Leader ◽  
And Performance ◽  
Buying Behaviour ◽  
The Impact ◽  
Structured Questionnaire

Advertising plays a vital role in a competitive era. With all major and minor players in the market trying to impress the „lord of the market‟, the consumer, advertising becomes an important tool among others in trying to persuade the consumer to buy a particular brand. Whether new or old, market leader or new entrant, everyone has an advertising strategy. However, over the years, doubts have been raised on the effectiveness of advertising and its impact on consumers. In a lot of cases, the impact of advertising has found to be negligible and also to an extent negative since, people believe that advertisements is all about half-truth and full lies. Also, the lack of legal enforcements meant that advertisers could exaggerate the features and performance of their offering to such an extent that people lost faith in message. However, there are some messages, which are still valued. This research paper intends to study the impact of advertisements on peoples‟ buying behavior. How much belief is there in the advertisements, what is the attitude towards advertisements and overall impact of advertisements? For this purpose a sample size of 500 respondents from across Gujarat was targeted and data was collected through a structured questionnaire.

The Influence of Personality Traits on Consumer Impulsive Buying Behaviour

2016 ◽  
Vol 5 (1) ◽  
Author(s):  
Khagendra Nath Gangai ◽  
Rachna Agrawal
Keyword(s):  
Personality Traits ◽  
Cultural Influences ◽  
Buying Behavior ◽  
Doing Business ◽  
The Social ◽  
Impulsive Buying ◽  
Social And Physical Environment ◽  
The Common ◽  
Buying Behaviour

Consumer behavior is a complex phenomenon which is evolving according to the time, situations, demographic characteristics of individuals, personality traits, cultural influences etc. The personality of individuals is a unique dynamic organization of the characteristics of a particular person, physical and psychological, which influence behavior and responses to the social and physical environment. It gives the impression that consumer buying is always influenced by their personality. Therefore, many marketers make use of personality traits in the advertisement of products and at the same time they enhance their marketing strategy. The marketers always designed different products and target specific market segments which commonly addressed on individuals personality traits. The individuals few personality traits influence consumer for impulsive buying behavior. The aim of present research is to study the personality traits influence on consumer impulsive buying behavior as it will help to create opportunities of doing business and dealing with customers. The objectives of this research are: (1) to investigate the influence of personality traits on consumer impulsive buying behavior, and (2) to identify the role of gender and their personality traits influence on consumer impulsive buying behavior. To fulfill the purpose of the study, the researchers randomly collected sample and divided them on the basis of gender, 60 males and 60 females. Data were collected from Delhi and NCR region. The data were analyzed using statistical applications such as correlation and t Test. The result was revealed that the common personality traits have a significant relationship with impulsive buying behavior that is psychoticism in the case of male and female. The role of gender has significant differences in impulsive buying behavior. The man showed more impulsive buying behavior compare to women.

Inward Internationalization

2018 ◽  
pp. 250-275 ◽  
Author(s):  
António Carrizo Moreira ◽  
Luis Miguel D. F. Ferreira ◽  
Pedro Miguel Freitas da Silva
Keyword(s):  
Sample Size ◽  
Product Quality ◽  
Small And Medium Enterprises ◽  
Domestic Market ◽  
Descriptive Statistics ◽  
Future Research ◽  
Medium Enterprises

The existing literature on internationalization and purchasing is vast; however, the inward internationalization perspective is an under-researched topic. In this chapter, the authors review the literature on internationalization of small and medium enterprises (SMEs) to understand the main reasons behind international purchasing and the role of experience on internationalization. Using a survey and descriptive statistics, the results from 56 respondents show that SMEs source from a small number of countries and hold those relationships for several years. The main reasons underlying international purchases are lower prices and better product quality, regardless of goods availability on the domestic market. This chapter has some limitations concerning its exploratory nature, pertaining to its sample size. Some future research avenues are presented such as a deeper look on how internationalization processes differ when SMEs begin their activity by inward rather than by outward activities.

The Effect of Service Quality on Customers’ Intention: A Case of Internet Service Provider in Malaysia

2019 ◽  
Vol 16 (11) ◽  
pp. 4706-4713
Author(s):  
Nopadol Burananuth ◽  
Panyarat Panthong ◽  
Sumalee Mephong
Keyword(s):  
Service Quality ◽  
Sample Size ◽  
Service Provider ◽  
General Public ◽  
Design Methodology ◽  
Internet Service Provider ◽  
Primary Data ◽  
Internet Service ◽  
Internet Users ◽  
The Relationship

Purpose—This study attempts to find the effect of service quality on internet service provider customers’ behavior. This study used primary data to examine the relationship between the service quality and the customers’ intention. Design/Methodology/Approach—The data in this research was collected from general public of Malaysia through survey based questionnaire. The data was analyzed using the PLS-SEM. The chosen population for conducting this research is internet users with the sample size of 305 respondents.

scholarly journals ROLE OF FACEBOOK VIDEO ADVERTISEMENTS IN INFLUENCING THE IMPULSIVE BUYING BEHAVIOR OF CONSUMERS

2020 ◽  
Vol 11 (10) ◽  
pp. 231-246
Keyword(s):  
Social Media ◽  
Service Providers ◽  
Primary Data ◽  
Buying Behavior ◽  
Descriptive Research ◽  
Impulsive Buying ◽  
Spss Software ◽  
Buying Behaviour ◽  
The Relationship

The purpose of this study is to empirically investigate the role of Facebook video advertisements in influencing the impulsive buying behaviour of consumers. Social media facilitates global interaction among its users through their experiences and ideas. Social media has today become one of the greatest marketplaces for products and service providers in promoting their brands. This study has developed a conceptual framework in order to identify how video advertisements influence the impulsive buying behaviour of consumers. The model has been tested empirically through the collection of quantitative primary data. The data has been collected from Indian consumers who have a Facebook account and use it frequently. Descriptive research design has been employed in this study. The collected data has been subject to statistical analysis through SPSS software. In addition to identifying the relationship between video advertisements and Impulsive buying behaviour of consumers, this study also attempts to examine the role of the demographic characters of the consumers in moderating the relationship between the proposed variables. The results of the study reveal that social media video advertisements influence the cognitive and affective aspects of impulsive buying behaviour of consumers. Further, the results revealed that the relationship between social media video advertisements and impulsive buying behaviour of consumers is moderated by the demographic characteristics namely age, gender and social status of the consumers.

scholarly journals Factors Affecting Fast Food Restaurant Image in Peshawar: Moderating Role of Customer Personality Traits

2021 ◽  
Vol 13 (1) ◽  
pp. 105-119
Author(s):  
Henrietta Nagy ◽  
Safdar Sana ◽  
Wisal Ahmad ◽  
Ragif Huseynov ◽  
Muhammad Farooq Jan ◽  
...  
Keyword(s):  
Personality Traits ◽  
Fast Food ◽  
Future Research ◽  
Buying Behavior ◽  
Factors Affecting ◽  
Restaurant Management ◽  
Unique Identity ◽  
Study Support ◽  
Moderating Role

Relating unique identity of product with consumer buying behavior is not so straight forward. Many factors need to be studied in order to investigate this relationship. This study was conducted to see the direct effects of various marketing elements including brand name, service quality, food price and the ambient factors on customer perception about the restaurant image as well as the moderating influence of consumers’ personality traits on such relationship. Data was collected from two hundred and forty customers in six well known restaurants of Peshawar in order to examine the hypothesized relationships. The findings of the study support the hypothesized relationship between the study variables and hence all the hypotheses of the study are supported. The study findings particularly the moderating role of personality traits of restaurant customers’ in building customers’ restaurant perception is of immense importance for academicians in general and restaurant management in particular. The study also presents valuable future research directions which will further this inquiry in future.

scholarly journals EVALUATION THE ROLE OF SALES PROMOTION IN INFLUENCING IMPULSE BUYING BEHAVIOR: A COMPARISON BETWEEN INTERNATIONAL AND LOCAL TOURIST AT PREMIUM OUTLET IN MALAYSIA

2019 ◽  
pp. 32-43
Author(s):  
Sharifah Faridah Syed Ali ◽  
Yuhanis Abdul Aziz ◽  
Raja Nerina Raja Yusuf ◽  
Siew Imm Ng
Keyword(s):  
Sales Promotion ◽  
Pricing Strategies ◽  
Impulse Buying ◽  
Buying Behavior ◽  
Shopping Experience ◽  
Impulse Purchase ◽  
Buying Behaviour ◽  
Buying In ◽  
Self Administered Questionnaire

The growing number of premium outlets in Malaysia has led to a new shopping experience for both local and international tourists. Associated with the concept of ‘everyday discount’, premium outlets would attract more consumers to purchase at the outlets. Previous studies have revealed the significant influence of sales promotion on consumer purchase behaviour as well as impulse buying behaviour. However, there are limited studies identifying the role of sales promotion on impulse buying behaviour in the perspective of international and local tourists. Moreover, previous research of literature on the premium outlets, especially in Malaysia is still lacking. Therefore this study aims to evaluate the role of sales promotion on impulse buying in the perspective of international and local tourists at premium outlets in Malaysia. Data were collected from 359 tourists at five premium outlets in Malaysia, using a self-administered questionnaire. The result of the study indicates that both groups have different preferences in terms of sales promotion that induced them to make an impulse purchase. This study suggests that retailers or marketers should improvise their pricing strategies and give out more samples and gifts to attract tourists to spend more money.

The Reinvesting Impact of Promotional Activity and Store Atmosphere on Impulse Buying Behavior: The Mediating Role of Payment Facility

TEM Journal ◽  
2021 ◽  
pp. 221-225
Author(s):  
Syed Mir Muhammad Shah ◽  
Jan Muhammad Sohu ◽  
Sarfraz Ahmed Dakhan ◽  
Raja Sikander Ali ◽  
Ikramuddin Junejo ◽  
...  
Keyword(s):  
Mediation Effect ◽  
Primary Data ◽  
Impulse Buying ◽  
Direct Impact ◽  
Buying Behavior ◽  
Promotional Activity ◽  
Mediating Role ◽  
Buying Behaviour ◽  
Buying In

This study aims to recognize the factor effecting impulse buying behaviour with the mediation effect of payment facility. This study is based on primary data and data collected from Hyderabad Division of Sindh, Pakistan through adopted questionnaire. Number of respondents were 200 females who are engaged in impulse buying in supermarkets such as Baig Mart, Dawood Super Market, Max Bachat Super Market and Grocers. The store atmosphere and promotional activity are mediated by payment facility for impulse buying behaviour and partial mediation effect used. However, promotional activity revealed more important for impulse buying behaviour due to higher beta value than store atmosphere. In the previous research scholars explored the direct impact of promotional activity and store atmosphere. However, this study checked indirect effect in presence of mediator payment facility.

Decoding training effectiveness: the role of organisational factors

2017 ◽  
Vol 29 (3) ◽  
pp. 200-216 ◽  
Author(s):  
Amitabh Deo Kodwani
Keyword(s):  
Sample Size ◽  
Transfer Of Training ◽  
Research Work ◽  
Training Transfer ◽  
Future Research ◽  
Full Time ◽  
Content Type ◽  
Organisational Factors ◽  
Research Studies

Purpose Organisations invest heavily in training and development initiatives (Miller, 2012). However, a small percentage of what is learnt by the trainees from training gets transferred to the job (Mackay, 2007). The purpose of this study is to extend previous findings and examine various organisational factors, which have not been studied sufficiently, that influence training transfer. Design/methodology/approach A conceptual model based on previous research work is hypothesised and tested. The sample included 123 full-time employees working at one of the major public sector organisations operating in India. Findings The result suggested that training transfer climate, training awareness, participation and involvement in training decision and training assessment mechanism were found to be positively and significantly related to perceived training transfer. Research limitations/implications Typical limitations consistent with self-report measures (e.g. social desirability) apply to this study as well. Another limitation was the small sample size. Future studies should assess a large sample size. Future research may assess the extent to which not only trainees but also other training stakeholders, such as trainers and supervisors, feel accountable and responsible for training and its transfer. This would provide a stronger test of the accountability hypothesis. It would also be worthwhile to study the type of evaluation/assessment mechanism that would be more appropriate for training transfer. Practical implications Organisations should take care of these organisational factors for increasing the transfer of training at the workplace. Organisations can have better control over these factors compared to individual-related variables. Future research studies may also look at the role of evaluation/assessment feedback in training transfer. Finally, the mediating or moderating role of some of the organisational factors can also be considered for future research work. Originality/value This study is an attempt to add value to the present literature on training transfer by focusing on organisational factors. Most factors studied were neglected by previous research studies. Hence, this is a moderate attempt to add to the transfer of training literature.

The relationship between celebrities’ credibility and advertising effectiveness

2016 ◽  
Vol 7 (2) ◽  
pp. 148-166 ◽  
Author(s):  
Ilham Hassan Fathelrahman Mansour ◽  
Dalia Mohammed Elzubier Diab
Keyword(s):  
Islamic Law ◽  
Television Advertising ◽  
Advertising Effectiveness ◽  
Future Research ◽  
Consumer Attitude ◽  
Content Type ◽  
Mediating Role ◽  
Buying Behaviour ◽  
The Impact

Purpose The purpose of this study is twofold, first, the study aimed at investigating the impact of celebrities’ credibility on advertising effectiveness by examining the celebrity attributes that are likely to influence consumer attitude towards celebrity-endorsed TV advertising and their purchase behaviour. Second, the study seeks to identify the mediating role of religiosity on consumers’ attitudes towards celebrity-endorsed television advertising and buying behaviour. Design/methodology/approach The study is based on a survey questionnaire in a sample of 370 Sudanese customers on their attitude towards the celebrity endorsement of television advertising. Findings The study found that celebrities’ likeability and their attractiveness have the greatest impact on both consumers Attitude and their purchase behaviour. The study also confirms that religiosity partially mediate both the relationships between celebrities’ credibility and the attitude towards the advertisement and purchase behaviour and revealed that religiosity correlates negatively with celebrities’ credibility and attitude towards advertisement. Research limitations/implications However, the study has some limitations, as it investigates the effectiveness of celebrities’ endorsement in TV commercials only. Future research could be extended to investigate the effectiveness of using celebrities advertising on other different media such as radio, printed and outdoors media. Further, the study uses a scale based on the Islamic practice dimensions, and using a more comprehensive scale to measure religiosity based on both belief and practices may be a further extension. Practical implications These results have important implications for advertising practitioners and business enterprises in Sudan, and other similar communities. They provide guidance in the sense that religiosity should be weighed in and given high importance when using celebrities in advertising campaigns and that the advertisement contents should be compliant with the Islamic law (Shariah). Social implications Understanding how religious beliefs influence the attitude towards the advertising is of great importance to international advertisers to improve advertising effectiveness without offending their Muslim audience. The study enriches the literature on the religiosity and its influence on the consumer behaviour, particularly in the celebrity-endorsed advertisements. Originality/value To the best of the authors knowledge, this study is the first study of its kind in Sudan to explore the impact of celebrities’ endorsement on consumers attitude and buying behaviour and provide empirical evidence to verify the existence of a mediating role of religiosity on both the attitude and purchase behaviour in the Sudanese context. It provides an understanding of Sudanese attitudes and purchase decision, as Muslims, and thus provides practitioners with guidelines on how to design celebrity-endorsed TV advertisements to influence consumers’ attitude and buying behaviour.

Sign in / Sign up

Export Citation Format

Share Document