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.

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.

The Impact of Demographic Factor on Consumer Buying Behaviour: A Study of Retail Sector in Delhi NCR

2015 ◽  
Vol 3 (1) ◽  
Author(s):  
Shamsher Singh ◽  
Ameet Sao
Keyword(s):  
Sampling Method ◽  
Primary Data ◽  
Survey Method ◽  
Retail Sector ◽  
Demographic Shift ◽  
Customer Perception ◽  
Shopping Experience ◽  
Buying Behaviour ◽  
The Impact ◽  
Structured Questionnaire

The retail sector is growing a faster pace in India due to demographic shift in population and growing middle class. It is an opportunity for both organized and unorganized sectors. The purpose of this article is to study the customer perception and shopping experience about organized and unorganized retailing with special reference to Delhi and NCR and find out whether the preferences for organized and unorganized retailing are dependent or independent demographic characteristics of consumers. The study has used the primary data collected from 200 respondents through survey method using structured questionnaire. Convenient sampling method was used during the

scholarly journals Effectiveness of Advertising and Sales Promotion on Buying Decision of Smartphones in Kathmandu Valley

2018 ◽  
Vol 1 (2) ◽  
pp. 169
Author(s):  
Nisha Sharma Adhikari
Keyword(s):  
Social Sciences ◽  
Electronic Media ◽  
Sales Promotion ◽  
Kathmandu Valley ◽  
Buying Behavior ◽  
Multimedia Tool ◽  
Growing Economy ◽  
The Impact ◽  
Shed Light ◽  
Structured Questionnaire

<p>Advertising has the most prominent and vital impact on buying behavior of consumers. Smart phones have gained a lot of popularity in Nepal and are considered to be a great multimedia tool. With such growing demand of smartphones, the need for effective advertising has also been raised. This paper centers on the impact of advertising on the sales volume of Smartphones. This work will shed light on how advertising can really affect a consumer’s buying decisions in a growing economy and how successful advertising can keep businesses going even in the midst of a tough competition. The entire data is collected by distributing structured questionnaire to the 150 respondents within Kathmandu valley. The outcome generated from descriptive statistic is that, most of the respondents own Samsung phone followed by iPhone and Online media is considered as the most effective adverting tool among other two. From the findings, we can also examine that there is insignificant relationship between gender and trust of information towards advertisement. Similarly, online, offline and electronic media have a insignificant association between gender, whereas influence through the advertisement of a brand has a significant association among age. Further the correlation analysis shows that there is a significant association among online, offline and electronic media.  </p><p>Journal of Business and Social Sciences Research, Vol. 1, No. 2, pp. 169-184</p>

scholarly journals The Impact of Promotional Tools on Sales Promotion

2014 ◽  
Vol 4 (2) ◽  
pp. 202 ◽  
Author(s):  
Adeel Meo ◽  
Muhammad Daniyal Abbas ◽  
Muhammad Nadeem Sajjad ◽  
Muhammad Rizwan ◽  
Sayed shahbaz hussain Bukhari ◽  
...  
Keyword(s):  
Significant Relationship ◽  
Purchase Intention ◽  
Research Paper ◽  
Vital Role ◽  
Sales Promotion ◽  
The Other ◽  
Buying Behavior ◽  
Other Hand ◽  
Relationship Of ◽  
The Impact

The main reason of conducting this research was to explore the influence of social surrounding, discount level and buying behavior on sales promotion. The research results found that there was no significant relationship of social surrounding, discount level with sales promotion. But on the other hand buying behavior, free sample, price reduction has a significant relationship with sales promotion. The results of this research paper will help the marketers to understand best promotional techniques to increase significantly in their sales as well as revenues. This research paper also plays a vital role in helping businessmen to develop their business planes more effectively so that they can get the competitive advantage over their competitors and make them able to maximize their profits.In total 180 Questionnaires were distributed by hand in different department of Islamia University of Bahawalpur. Data was feed in SPSS.  This research was done on different sales promotional techniques.Findings shows that different sales promotional techniques have impact on consumer buying behavior and purchase intention for all type of products on the other hand there is no significant effect of discount level and social surrounding on sales promotion.

The role of internationalization in entrepreneurial orientation-performance link: empirical study of SMEs in a developing nation perspective

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Zaynab Dadzie ◽  
Ahmed Agyapong ◽  
Abdulai Suglo
Keyword(s):  
Firm Performance ◽  
Empirical Study ◽  
Entrepreneurial Orientation ◽  
Developing Nation ◽  
Content Type ◽  
Mediating Role ◽  
And Performance ◽  
The Impact ◽  
The Relationship

Purpose This study aims to examine the mediating role of internationalization in the relationship between the dimensions of entrepreneurial orientation (EO) and performance, empirical study of small and medium scale enterprises (SMEs) in a developing nation. Design/methodology/approach The study uses a sample of 158 exporting SMEs based in the sub-Saharan developing economy, Ghana. The use of hierarchical regression (ordinary least square analysis) was used by the researcher to assess the suggested model of the study. Findings Largely supporting the conjectural predictions, the study indicates that EO positively and significantly influences performance; internationalization fully mediates the relationship between innovativeness and performance of export firms; internationalization fully mediates the relationship between risk-taking and performance of export firms; and finally, internationalization partially mediates the relationship between competitive aggressiveness and performance of export firms. Managers are, therefore, encouraged to strategically develop both their EO and internationalization, as the study has confirmed that EO has both a direct and indirect relationship with performance. Originality/value This study integrated a resource-based view of the firm and international entrepreneurship theory as a theoretical foundation. Theoretically, internationalization’s mediating role reveals the relevance of this construct in the linkage between entrepreneurial orientation and firm performance. Furthermore, the study extends the entrepreneurial orientation concept to the international business literature by estimating and testing models of the mediating link between entrepreneurial orientation and performance. Moreover, the study seeks to broaden the knowledge of entrepreneurial orientation and its relationship with performance in small and medium businesses. The study further extends the limited studies on performance, driven by entrepreneurial orientation and internationalization in a developing nation (Ghanaian) context. This paper besides seeks to highlight the impact of entrepreneurial orientation on performance when channeled through internationalization. The study also reveals the dimensions of entrepreneurial orientation to be important antecedents of internationalization, in attempts at unearthing the critical predictors of firm performance, especially those of international characteristics.

Impact of Celebrity Endorsement on Consumer Buying Behaviour in the State of Goa

2017 ◽  
Vol 7 (1) ◽  
pp. 45-58 ◽  
Author(s):  
Karuna Krishna Gauns ◽  
Subhash Kizhakanveatil Bhaskaran Pillai ◽  
Kaustubh Kamat ◽  
Ruey Feng Chen ◽  
Ling-Chen Chang
Keyword(s):  
Purchase Intention ◽  
Response Rate ◽  
Purchase Intentions ◽  
Logit Analysis ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Demographic Profiles ◽  
Buying Behaviour ◽  
The Impact ◽  
Structured Questionnaire

Celebrities have been involved in endorsing various activities since the eighteenth century. This article focuses on five aspects: to examine the present status of literature available on the effect of celebrity endorsement on consumer buying behaviour; to identify whether there is any association between the three groups of consumers (supporters/neutral/opposers of celebrity endorsement); applying multi-logit analysis to identify the probability of a consumer in becoming a supporter/neutral/opposer of the celebrity endorsement based on demographic profiles of consumers; to examine the celebrity attributes likely to influence consumer purchase intentions; and, finally, to examine the perception of the Goan consumers about celebrity endorsements. Literature review revealed that no major studies have been carried out on the impact of celebrity endorsement on Goan consumers’ buying behaviour. Hence, a survey using structured questionnaire was administered among 200 consumers during June 2015 to April 2016, with a response rate of 86 per cent (received responses were 171). It was found that a significant association exists between celebrity supporters/neutral/opposers with respect to age, gender, occupation and income level, except in case of education and location. Consumers also find celebrity endorsements more attractive and influential as compared to non-celebrity endorsements. Moreover, the tested attributes show positive relationship with purchase intention, except in case of expertise and trustworthiness of celebrity. In general, it can be concluded that celebrity attributes do impact the purchase intention of consumers.

scholarly journals The Impact of Technological Advancement on Digital Addiction Level of Youth in India

2019 ◽  
Vol 8 (12S) ◽  
pp. 775-783
Keyword(s):  
Sample Size ◽  
Age Groups ◽  
Well Being ◽  
Demographic Variables ◽  
Technological Advancement ◽  
Negative Effects ◽  
The People ◽  
Digital Addiction ◽  
The Impact ◽  
Structured Questionnaire

As India is overrunning towards digitalization, and along with showing technological advancements and conveniences, it has also presented some unfortunate consequences for the youth. This research paper focuses on the serious concern of negative effects of technology on the teenagers and youngsters of the country. The researcher has attempted to identify the various factors having influence on youth’s digital addiction level and also analysis the impact of demographic variables on it. The study has been conducted through the structured questionnaire rolling among the people of different age groups to analyse the perception of the different occupation on the addiction level of the youth. With the sample size of 405 people, the finding has uncovered the facts of addiction level, and the mess between the youth and overuse of gadget. The results also suggest how the parents can tackle with the negative effects of technology for the well-being of their children.

scholarly journals CELEBRITY ENDORSEMENT AND BUYING BEHAVIOR: A STUDY OF PANJAB UNIVERSITY STUDENTS

2016 ◽  
Vol 4 (11) ◽  
pp. 122-136
Author(s):  
Supreet Kaur ◽  
Ankit Garg
Keyword(s):  
College Students ◽  
Standard Of Living ◽  
Celebrity Endorsement ◽  
Buying Behavior ◽  
Celebrity Endorsements ◽  
Brand Building ◽  
Convenience Sampling ◽  
Buying Behaviour ◽  
The Impact ◽  
Over Time

In present era, there has been a change in consumer’s attitude towards lifestyle. Consumers give importance to brands to ensure better standard of living. Today consumers are not only educated but also selective while purchasing products. Everyday consumers are exposed to number of voices over the radio and TV and images in newspapers, magazines, hoardings, and websites. Therefore, every marketer tries to steal at least fraction of a person’s time to inform him/her of the amazing and different attributes of the product at hand and for this purpose marketers use celebrity endorsement as an effective marketing strategy to fit their products in the minds of consumers. The practice of celebrity endorsements has proliferated over time and perceived as a winning formula for product marketing and brand building. This paper is an effort to analyze the impact of celebrity endorsements on buying behaviour of the college students. Questionnaire survey was used to collect the data by using convenience sampling.

scholarly journals Shareholding Patterns and its Impact on Firm Performance: A Contemporary Study of Indian NIFTY 50 Companies

2018 ◽  
Vol 7 (1) ◽  
pp. 31-41
Author(s):  
Raghu Katragadda ◽  
A. Sreeram
Keyword(s):  
Firm Performance ◽  
Empirical Study ◽  
Vital Role ◽  
Monitoring And Control ◽  
Book Value ◽  
Contemporary Study ◽  
And Control ◽  
The Impact ◽  
The Relationship

Ownership structure or the stakeholder structure of an organization often play significant role in operations decision, monitoring and control. This as a result possesses influences over process and hence performance. On the other hand, the role of stakeholders and respective conflict of interests can also be not ruled out. Under such circumstances, assessing the impact of organizational structure or stakeholder pattern and firm performance becomes inevitable to assess. In addition, the relationship between the investment pattern and respective conflicts of interests is inevitable to be examined. To ensure investment security corporate governance has played vital role that suggests assessing the inter-relationship between the stakeholder pattern and firm performance. With this motivation, in this paper an empirical study has been done to examine the impact of internal shareholding patterns on the associated firm’s performance. In this paper we have performed an empirical study where the aforementioned relationship has been examined for Indian listed NIFTY 50 companies for the duration of the financial year 2011 to 2016. Our empirical results provide evidence that insider shareholding is positively and significantly related to the firm performance as measured by market capitalization; market value by book value and Tobin’s Q.

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