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The Impact of Advertisement and Consumer Perception on Consumer Buying Behavior
Malik Ehsan Muhammad,
Published in
Volume: 6
Issue: 2
Pages: 55 - 64
Advertisement plays an important role in modern era as it shapes the attitudes and perceptions of individuals and society which strikingly influences the customer buying behavior along Muhammad Ehsan Malik et al. 56 with advertisement. This study helps to investigate the impact of advertisement and consumer perception on consumer buying behavior. The impact has been seen by the data obtained from the consumers of Gujranwala, Pakistan. Questionnaire survey was conducted to obtain data from randomly selected University of the Punjab, Gift University, Punjab College for women, Lahore grammar school and common consumers. A sample of about 150 respondents was obtained in a period of one month and their responses were further tested on SPSS software by applying different statistical techniques. The results revealed that advertisement and consumer perception both have a significant positive relationship with consumer buying behavior. The research showed that the impact of advertisement on consumer buying behavior is greater than the impact of consumer perception. Consumer perception has positive but weak influence on consumer buying behavior. Moreover, the study implies that consumer buying behavior can be enhanced with rich quality and creative advertisements and by building positive consumer perception through strong marketing strategies. Practical implications, research limitations and the future study directions also have been given at end of the paper
About the journal
JournalInternational Review of Social Sciences and Humanities
Open AccessNo