Research Paper On Consumer Behaviour

Research Paper On Consumer Behaviour-1
Marketers have always adapted to changing business demands when it comes to creating new advertisements.The use of advertisements has significantly increased in the 20 Century as industrialization expanded the supply of manufactured products.They analysed 157 responses towards advertising and found that entertaining advertisements can influence consumers.

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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).

Advertising has always known to be one of the key factors that affect consumer’s decision making process.

In this paper, we have attempted to combine different sets of variables from these previous studies to test and analyse how they impact consumer’s buying intention.

Ha, John, Swinder & Muthaly (2011), in their research paper "The effects of advertising spending on brand loyalty in services" have discovered that advertising spending has impact on consumer’s perceived quality of the product, consumer’s loyalty and satisfaction level.

Kumar & Raju (2013) in their paper “The Role of Advertising in Consumer Decision Making” have found that advertisements are able to change the consumer’s opinion about a particular product.

Consumer Buying Behaviour, Advertisement, Entertainment, Familiarity, Advertisement Spending, Social Imaging.

Advertising is a way of communication to encourage an audience for making purchase decision about a product or service and conveying information to viewers.

This paper aims to determine which of these variables carries the most importance in terms of effecting consumer behaviour and which of these variables carries less significant impact.

This will help marketers to focus on the right factors and achieve maximum benefit from their advertisement.


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