The Influence of Advertisement on Consumer Buying Behavior.

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.