Abstract

The current study about the impact of advertisement on the customer buying behavior has vast
knowledge on which research is done and to much knowledge is written in the study. This study
exploring the relationship between the variables and all the dimension of the variable. In this
study we will show how the advertisement changes the buying behavior of customer during
shopping. Form the purpose to find out the result I will use the quantitative research approach
which gives the verification of the previous study and in it we will use semi structure interview
is conduct for finding. The all proposal round about the advertisement, awareness and the brand
image.
 Introduction and background:

Egyptians used papyrus to make sales messages and wall posters. Commercial messages and
political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost
and found advertising on papyrus was common in Ancient Greece and Ancient Rome. Wall or
rock painting for commercial advertising is another manifestation of an ancient advertising form,
which is present to this day in many parts of Asia, Africa, and South America. The tradition of
wall painting can be traced back to Indian rock art paintings that date back to 4000 BC. History
tells us that out and Billboards are the oldest forms of advertising as the towns and cities of
the Middle Ages began to grow, and the general populace was unable to read, signs that today
would say cobbler, miller, tailor or blacksmith would use an image associated with their trade
such as a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle or even a bag of flour.
Fruits and vegetables were sold in the city square from the backs of carts and wagons and their
proprietors used street callers (town criers) to announce their whereabouts for the convenience of
the customers.

Today, advertising is a multi-billion industry, employing hundreds of thousands of people and

affecting billions of people’s lives worldwide. Yet, seeing as advertising confusion has increased
tremendously and is more intense than ever, it is vital that companies differentiate themselves
from competitors by creating even more powerful, entertaining and innovative advertisement
messages. Advertising is a form of communication used in helping sell products and services.
Typically it communicates a message including the name of the product or service and how that
product or service could potentially benefit the consumer. Many advertisements are designed to
generate increased consumption of those products and services through the creation and
reinvention of the "product image”. Companies spend a lot of money on advertising to get more
customers. Advertisement make a great awareness about the product and have very strong
relation on the behalf of the purchasing the products and services. Through advertisement first of
all it’s necessary for the success of the product and provides great awareness about services of
the product and through awareness it’s make the brand image of the company and also attract the
customers towards their product. The claims which are made in the ads make a better awareness
in the mind of the customer. Most advertising effects exist for awareness. Positive impression of
the advertisement makes a positive impression in the mind of the consumer and impression are
made on the behalf of the attributes which are shown in the advertisement and divert the mind of
the customer from one product to another product. Celebrities in the ad also create good
impression towards customer and get the customers favors. Buying behavior of the customer is
directly related with the good advertisement and healthy advertisement changes the mind of the
customer buying behavior. Through advertisement it’s bound a well-developed perception about
the product and attracts the psyche of the customer to a particular service. Consumer buying
behavior is depending on the emotional values which are happen in the mentality of the
consumer through ad Advertisement has strong impact on customer buying behavior. In the
purchasing shopping goods the customer has high involvement in purchasing of product so he or
she is too conscious to purchase the product so here advertisement play a vital role to change the
customer mind the advertisement set such positive image in customer mind so they can purchase
such product.
 Statement of purpose of study:

The primary purpose of this study is to determine how the good advertisement provides
awareness to customer and create image in the customer mind about the product by using survey
method and secondary purpose of the study in to determine the impact of advertisement in the
buying behavior of customer in shopping goods. In shopping goods the involvement of customer
is high and he or she is too conscious about purchasing of goods so I want to check that how the
good advertisement can change the buying behavior of customer in shopping goods.

Objective of the study:

Overall objective:

• An investigation conduct on the impact of advertisement on the customer buying

behavior in shopping goods.

Specific aims:

• To explore how the advertisement can change the customer buying behavior.

• To explore the relation among advertisement and buying behavior of customer.

• To explore the buying behavior of customer in shopping goods.

• To explore the importance of product image in the buying of shopping goods.

 Significant of study:

As all we know due to competition more and more product are available in market and marketer
use different tools to convince the buyer towards their product. Advertisement is one of the main
tools which change the attitude of customer by provide awareness to customer about their
product and create positive image in customer mind. This study gives conceptual understanding
about the relationship of advertisement and consumer buying behavior in shopping goods sector.
This area needs more consideration because of competition more and more products are
available in market so this study is helpful for customer who made shopping and also helpful for
marketer to make more and more advertisement to change the buying behavior of product and
convince customer to their product. In order to make effective study different model and studies
are used in this study and to verify this study I will use quantitative method. Previous Researcher
shows that the effective advertisement can change the customer mind and change their buying
behavior so this is helpful in shopping sector.

Research question and hypothesis:

In this study the independent and dependent would be measured separately. This research shows
the impact of advertisement on customer buying behavior in shopping goods.

Main question:

Does the impact of advertisement on the customer buying behavior in the shopping goods?

Sub questions:

i. How does the advertisement create awareness in buying of goods?

ii. How does effective advertisement change the buying behavior of customer?

iii. How does the advertisement create image of product in the mind of customer?
 Literature review:

Ralph Nader and other self-anointed “consumer” advocates believe advertising works. Many
economists and academics believe advertising works. These disparate groups tend to believe
Advertising is vey effectively and unbeatable effect that it can make poor, helpless consumers
buy things they do not need and do not want that due to advertisement the competitor goes out of
business and create monopolistic dominance in a marketplace, and that advertising is an
dangerous and persistent force that has the power to change human behavior. But not everybody
believes in advertising. Advertisement creates awareness and Brand awareness alone works in
three important ways: Awareness creates the possibility of purchase. People cannot buy a
product they are unaware of. Awareness helps people observe a brand in the store. Awareness
change perception. As a brand’s awareness boost, the consumer’s capability to notice the brand
in the store increases. An example will illustrate. Did you ever learn a completely new word and,
in the days that followed, were surprised to see and hear the word repeatedly? Nothing had
changed, except your awareness. The new word was not suddenly being used more frequently by
society. You merely perceived it for the first time. In the same way, awareness helps us “see” a
product on the shelf. Awareness creates unfairness people in favor of the “aware” brand. All
other factors being equal, the higher a brand’s awareness, the more favorably that brand is
perceived. High awareness tends to direction. The “Marlboro Man” is a classic example of an
emotional model people have chosen to identify with in cigarette brand choice.
The aims of advertising is to impact on buyer behavior, however frequently this impact is via
changing or highlight people’s memories about a brand. Memories about the brand (which make
up brand knowledge) consist of association linked about the brand name, such as product-related
features such as reliability and durability; service issues such as trusting and caring, as well as
other issues such as price; purchase and consumption situations (Keller and Davey, 2001). These
brand perceptions are said to influence kindness, assessment, and then purchase. There are two
ways that advertising can impact on brand memories. The first is via building links to specific
attributes (e.g., advertising that brand X is good value can lead to an increase in the link between
the brand X and the attribute of ‘good value’). The second is that overall brand salience may rise.
The consumer decision to buy a particular brand is effected by different factors. Aside from
functional benefits, he/she may choose a particular brand to express his/her personality, social
status, affiliation or to fulfill his/her desire for newness (Kim et al., 2008). Searching for
information is a key stage of a consumer’s decision-making process that may include search for
internal & external environment. Internal information will be gathered from a previous exposure
of advertisement and past experience. Resister and Percy (1987) describe brand awareness as
being necessary for the communications process to occur as it come first all other steps in the
process. Without brand awareness occurring, no other communication effects can occur. For a
consumer to buy a brand they must first be made aware of it. Brand position cannot be formed,
and purpose to buy cannot occur unless brand awareness has occurred (Rossiter & Percy 1987;
Rossiter et al. 1991).In memory theory, brand awareness is located as a critical primary step in
building the “bundle” of relations which are attached to the brand in memory (Stokes 1985). The
brand is conceptualized as a joint in memory which allows other information about the brand to
be “secure” to it (Aaker 1991b). The conceptualization of a network of brand associations in
memory with the brand as a central core has been put forward by many others (e.g. Keller 1993;
Holden 1993; Holden & Lutz 1992).
Much strategy goes into creating ads. Advertisements are specially made for selected viewers to
grip concentration and provide information. Advertisers must have a understanding of their
target listeners to be able to build up messages that can be programmed and make sense of their
future meaning (Schultz & Tannenbaum, 1988). Ads must also attain profitable objectives, such
as to introduce a new brand, position a product, or encourage purchase among a select customer
group (Kelley & Jugenheimer, 2004).
But ad messages do more, they tell us what products suggest and stand for just as the products
we use say who we are (Frith, 1997). Because ads have limited time and space to convey
meaning, they “take advantage of symbols that are relevant and significant to society” (van
Zoonen, 1994, p. 67). Representation is part of the process for how meaning is produced through
everyday social interactions (Hall, 1997). It’s through representation that objects and images
carry meaning beyond that which is inherent in the actual physical thing. Representation, like
advertising, provides an illusion of reality. Advertising provides knowledge that is regulated by
the advertiser those in power. It creates a specific kind of reality that can control groups of
people through consumerism. Advertising messages can give confidence everyday behavior that
becomes grow physically

MODEL of the Study

Advertisment Buying
Awareness Image behaviour
 Theoretical framework:
1) Advertising as a strongly persuasive force (Barry 1987, Shankar 1999)
They challenge that accurate knowledge about consumers – how they buy, why they buy and
where they buy – is unnecessary as it is possible to manipulate hapless buyers into parting with
their money in return for products that they do not want.
These types of models have survived despite various empirical studies showing that the view of
advertising as a strongly persuasive force is largely unfounded.

2)Cross culture buyer behavior:( Jagdish N.sheth)

Multinational marketing strategies may be classified into two broad categories. One approach
implies that industrialism has a culture all its own that basic human needs and behavior are
similar everywhere: and that, except for minor changes to adjust to peculiar local circumstances.
Essentially the same product can be sold with similar promotional appeals in all overseas market
(kerr1961: Buzzell 1968: Roostal 1965). The other approach contends that all countries are
different, have their own culture, and face a unique set of problems that keeping changing over
time.

3) Advertising as a tool of competition

For almost thirty years, a considerable number of academics have asserted that the ‘strong force’
theory does not apply in all market sectors. These scholars suggest that when it comes to
marketing of frequently purchased goods (such as food) in mature markets volumes of
advertising merely reflect an attempt to maintain a market share in highly competitive but
fragmented markets, the total volume of advertising does not affect total market size. The
simple, yet highly complex reality is that advertising works in different ways and to different
effects depending on many intrinsic and extrinsic variables
 Methodology:

Research design:

Quantitative research method will be used, where questionnaire would be based on the study. In
this I will ask close ended questions from the participant. This survey shows the connection with
two or more variables with each other.

Data collection method:

The data collection tools which will use will be compromise on questionnaire and the
questionnaire is compromising on advertisement, awareness, impression, and buying behavior in
shopping goods. The rationale to select questionnaire is that it will provide numeric data and the
data is collected by asking the question of people. This will be helpful for us to findings the
solutions. The question which I will ask is close ended questions and I will use structured
interview in term of face to face interview.

Sample:

I will visit different shopping malls and select the all classes of people shopping at malls. In this
sampling techniques will be used I will also focus sales man because they know the psyche of
the customer. The data will be collected from more than 100 respondents. I will use simple
random sampling technique to find out the accurate result.

Analysis:

Spss would e used to analyze the data and I will apply different statistical techniques to verify
the relation among the variables. This approach is chosen for two reasons ( Bryman & Bell
2007),

 It is closer to the way in which quantitative data analysis is agreed out in real research
now days.

 It helps to provide the researchers with a useful moveable skill.

Delimitations and limitations:

Due to limited availability of resources, this study s limited to the population size of only at
shopping malls. It allows checking the impact of advertisement on buying behavior of customer.
The findings of my research are used only by my organization in which I am working for.

Ethical consideration:

Following issues will be considered in connection with ethics.

i. It would be clearly showing the impact of advertisement on consumer buying behavior in

shopping goods”.
ii. The participation in this survey of participant is totally voluntary.
iii. All information provided from participant kept in the secret.
iv. The privacy of the participant made more and more possible.
v. The findings of my research will share with participant.
vi. No mental torture given to participant after receiving data.
vii. The data will be destroying after 1 year.
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