Abstract:
This study focused on the influence of advertisement on consumer behavior. The study was
conducted at Bakhresa food product limited. The objectives of the study were, to identify the impact
of Digital advertisement on consumer behavior. Also, to examine the effects of printed
advertisement on consumer behavior and lastly to examine the impact of outdoor advertisement on
consumer buying behavior. The study applied a case study research design whereas quantitative
and qualitative approaches were used. The sample size of the study was 300 respondents, this
involved customers and staff from Vodacom. The researcher analyzed the collected data by using
Statistical Package for Social Scientists (SPSS). The study used descriptive analysis method and
ordinal logit regression. The findings of the study reveal that there is significant connection between
print media promotion and the consumer behavior. The study found that print media promotion
contributes to improve consumer behavior. Also, the study found that television promotion improves
consumer behavior as it contributes to increase buying behavior. Furthermore, internet
advertisement increases consumer buying behavior among the customers of the Bakhresa soft
drinks. The study concludes that advertisement programs conducted by Bakhresa limited through
print media, television and internet improve customers’ behavior and buying behavior among the
customers. The study recommends that management of Bakhresa limited should increase efforts
to advertise through print media, television and internet.
