JOURNAL OF CRITICAL REVIEWS

ISSN- 2394-5125 VOL 7, ISSUE 13, 2020

A STUDY ON ADVERTISING PROMOTION

IMPACTING ON BRANDING – AT HYDERABAD
CITY
SHEELA SINGH
Research scholar, Lingayas vijyapeeth university
[email protected]

Received: 14 March 2020 Revised and Accepted: 8 July 2020

ABSTRACT: Advertising is the activity or profession of producing information for promoting the commercial
products influencing on consumer buying behavior. The study is under taken to know how it is effectively
influencing advertisement, brand awareness on brand image. Present world a brand occupies a space on the
consumer provides the necessary support after the purchase. The customers dissonances or discomforts to their
purchase decision, than advertisement reduces this feelings of providing information on the products attributes.
It is necessary to neutralize the impact of the advertize brands. For the purpose of this study a sample of 100
respondents is taken through convenience sampling. The collected data will be analyzed by using the statistical
software SPSS 23.0 and MS Excel to obtain the objective results.

KEYWORDS: Advertising, Brand Awareness, Branding and Brand equity, Consumer Buying Behavior

I. INTRODUCTION:

In the momentarily days, Internet advertising has taken new forms which have more advantages over the
Traditional mediums like print media, TV and radio. Marketing communication is becoming precise, personal,
interesting, interactive and social. Awareness , recognition of the products to the consumers has become the first
step toward a successful market strategy. In this new era, The Internet is transforming the business environment,
creating new challenges and opportunities to the masses. The Internet provides the opportunity for companies to
reach a wider audience and create compelling value propositions never before possible. Over the last
decades, The main purposes of social networking are to interact with people for information, entertainment and
just to get to know everyone you meet. Social media is a phenomenon that has drawn a lot of attention both to
companies and individuals interacting on the networking landscape. Social media websites like Facebook,
Twitter and Youtube, etc. have created huge momentum on the communication platform with the end customers
of different products and services that was lacking in the long established medium. In comparison between
social media, and traditional media, the former provides an interactive communication among customers and
brands by allowing them to talk and share information via the world wide web. Advertising is a primary tool
that firms use to affect the performance of their products.

Consumer is the central point in every business. Now-a-days, attracting and satisfying customer is more difficult
than producing goods. For any product, many brands are available in the market. Every company wants to
increase its market domain. Now, buyers dominate the market. Therefore sellers have to make lot of efforts to
attract and to persuade the persons to purchase his products and services. Advertising is an important means to
influence the potential customers. Moreover, customers have also started giving importance to advertising while
making purchase decisions. Advertising influences consumer attitudes and buying behavior. Advertisements
increase brand-image, develop brand-familiarities and help the organization in increasing its market share.

1.1 Advertisement: Advertising is the marketing strategy of calling public attention to an idea, good, or service
through paid announcements by an identified sponsor. Companies spend a large portion of their budget to
produce and run advertisements for promotions and to communicate information about their companies
products to consumers so that consumers will purchase their products and also deliver messages about its
products through various types of appeals. Advertisements are useful for a commodity‟s image, it also act in
building the corporate image and product positioning.

Advertising is not only one of the essential element of the marketing management but also the most influential
and powerful medium in the present commercial society. Advertising provides information about products and
services to intending consumers. The purpose of advertisers is to make their audience purchase such products
and services either immediately or in the near future.

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1.2 Consumer Buying Behavior: In the marketing context, the term „consumer ‟ refers not only to the act of
purchase itself, but also to patterns of aggregate buying which include pre-purchase and post purchase activities.
Pre-purchase activity might consist of the growing awareness of a need or want and evaluation of information
about the products and brands that might satisfy it. An individual who purchase goods and services from the
market for his/her end-use is called consumer. Consumer behavior can be defined as a physical activity involved
in acquiring, evaluating, using and disposing of goods and services. This definition clearly brings out that it is
not just the buying of goods/services that receives attention in consumer behavior. But, the process starts much
before the goods have been acquired or bought.

1.3 Brand Awareness and Image: Brand image has been recognized as an important concept in marketing.
Brand awareness is the probability that consumers are familiar about the life and availability of the product. It is
the degree to which consumers precisely associate the brand with the specific product. Brand image as a „„set of
brand association that are anything linked in memory to a brand, usually in some meaningful way‟‟ and can be
defined as the perception about a brand as reflected by the cluster of associations that consumers connect to the
brand name. Brand image as “a set of beliefs held about a particular brand”. This set of beliefs plays an
important role in the buyer‟s decision making process when customers evaluate alternative brands. Websites
and internet branding are effective on transferring brand image and relationship with potential and actual
customers of institutions. Brand image could come from a variety of sources, including consumer experience,
marketing communications, and/or word of mouth. Brand equity can be created directly or indirectly through
brand image and brand attitude.

II. REVIEW OF LITERATURE:

Dr. Cross Ogohi Daniel ( 2019) The study concluded various findings regarding the effect of advertisement on
consumer brand preference and most of the findings showed a positive relationship and that advertisement
continues to be among the major elements in maintaining consumer brand preference.

Abdullah Awad Alhaddad (2015) The research results indicate that advertising awareness has significant
positive effects on brand awareness, brand image and brand equity. Also, brand awareness has significant
positive effects on brand image. The results indicate that advertising awareness plays as a good source of
meaning and identity for a brand by enhance brand awareness and brand image. Therefore we can consider
advertising awareness as important and integral to a brand‟s equity as any other dimensions.

Mathew, Obedege & Obedege (2013) in their Study,” Influence of web advertising on consumer behavior”.
The study investigates the influence of web advertising on consumer. A Survey research method was adopted
for this study. The Questionnaires were analyzed using frequency and simple percentage.They Observed that
consumers have positive opinion towards web advertising. Web Advertisments influence the consumers to use
some of the products and services. Majority of respondents had considered web advertisement informative.

Malik, Ghafoor, Iqbal Ali, Hunbal, Noman & Ahmad (2013) in their study, “Impact of brand image and
advertisement on consumer buying behavior‟. The purpose of this study was to examine the impact of brand
image and advertisement on consumer buying behavior. Questionnaire survey was used to collect the data by
non-probability convenient sampling technique. Findings show that brand image and advertisement have a
strong positive influence and significant relationship with customer buying behavior. Advertisement affects
consumer buying behavior positively.

Offeh, Addo & Donker (2013) in his study “The effect of Branding on consumer buying behavior”. For the
purpose of this study, he collected primary and secondary data and summed up that branding plays a very
important role in enabling consumer to arrive at a decision to purchase a product. They also recommend brand,
with which they are satisfied to others . Such brand awareness can be created by advertisement.

Kumar (2012) in his artical “A Study on impact of visual advertisement on women consumer buying behavior”.
For the purpose of this study, he collected primary data through well structured questionnaire. After analyse
data, he was of view that there is significant relationship between women consumer‟s buying behavior and
consumer‟s attitude towards visual media advertisement. There is also relationship between consumer‟s
behavior and advertisement value.

Baheti, Jain & Jain (2012) in their study, “ Impact of advertising appeals on customer buying behavior”. The
purpose of this research was to investigate the impact of advertising appeals have significantly positive
influence on advertising attitude. Emotional advertising appeals are more significant than rational appeals.

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According to Niazi, Siddiqui,Shah & Hungra (2011) in this study “Effective advertising and its influence on
consumer buying behavior”. In their study, the collected 200 questionnaire through convenient sampling from
twin cities of Pakistan (Islamabad & Rawalpindi). He Summed up that emotional response has positive relation
with consumer buying behavior. Consumer purchase those products from which consumer are emotionally
attached and such attachments are created through advertisements as audio, video and text form, which appeals
him or her.

Balakrishnan & Kumar ( 2011) in their study “Effect of celebrity based advertisement on purchase attitude of
consumers towards durable products”. Both primary and secondary data were taken and it was summed up that
advertisements having celebrity endorsement provide information and creates awareness, helps them to recall
the brand and motivate them materialize purchase of products.

El-Edly (2010) in his article “Impact of advertising attitude on the intensity of T.V ads avoiding behavior”.
Researcher had collected data from primary source .He took into account six attitudinal factors with regard to
intensity of T.V. ads avoiding behavior. For analyzing the data factor analysis, T-tests and standard deviation
were used. It was observed that majority of respondents have avoiding behavior towards the advertising.

Bashir & Malik (2009) in his article “Effect of advertising on consumer behavior of university students”. In this
study sample of 150 respondents has been taken from university of Sargodha in Pakistan. 6 Brands of FMCG‟s
unit has been taken and by applying statistical tools, such as chi square, frequency and binominal test, it was
found that advertisement persuades the consumer to buy the products atleast once in lifetime and consumer
considered advertisement do not affect the purchasing attitude.

Ayanwale, Alimi and Ayanbimipe (2005) the study explains that “The Influence of advertising on consumer
brand preference”. For this study, they collected data from both primary and secondary sources. Primary data
was collected by means of structured questionnaires. They observed that advertising helps in projecting
product quality and value before consumers.

III. OBJECTIVE OF THE STUDY:

The purpose of study is to examine how advertising and brand affects the buying behavior of customer.

1. To study the brand awareness of consumers.

2. To identify the factors influencing to consumer on buying decision.
3. To analyze effectiveness of brand awareness on advertising brand image.
4. To examine the impact of brand equity on consumer buying behavior.

IV. RESEARCH METHODOLOGY

4.1 Sample and Procedure

The main objective of study is to find out, impact of advertisement and brand on consumer buying behavior.
Well structured questionnaire has been randomly distributed to 100 respondents to determine their attitude
towards advertisements. The collected data was analyzed with SPSS 23.0 and MS Excl used to Descriptive
statistical analysis and chi-square were adopted to test hypothesis.

4.2 Hypothesis:

Ho1: there is no significant difference between Advertising awareness on brand awareness.

Ho2: there is no significant difference between Advertising awareness on brand image.

Ho3: there is no significant difference between brand awareness on brand image.

Ho4: there is no impact of Advertisement and Brand awareness on Brand image.

V. DATA ANALYSIS

Reliability and validity of questionnaire is tested by using statistical software SPSS 23.0. the table -1 shows
result of 15 questions the cronbach‟s Alpha is 0.767. The questionnaire contains the question‟s will be
acceptable because the cronbach‟s Alpha is > 0.7. The table -2 shows that the result of questions Q7 to Q15
reliability shows that 0.805 more accuracy of structured questionnaire.

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Table-5.1.1 Reliability Statistics form Q7-Q15

Cronbach's Alpha N of Items
.805 9

Table-5.1.2 Reliability Statistics form Q1-Q15

Cronbach's Alpha N of Items
.767 15

The following table shows that the cronbach‟s Alpha it individual statements of 15 questions

Table-5.1.3
Cronbach's
Statements Alpha
1. Online experience .780
2. Does an ad urge you to try a new brand .775
3. Which factor influence you to buy a product .751
4. Which media gets your attention .764
5. Which personality most influences you? .764
6. I recall seeing an advertisement for this type of brand at social media. .762
7. The media is full of advertising for this type of brand .777
8. I am aware of this brand. .735
9. I can recognize this brand among competing brands. .730
10. I know what this brand looks like. .730
11. The products have characteristics that other brands don't. .752
12. The brand is nice. .745
13. The brand has a personality that distinguish itself from competitor„s brands. .753
14. It‟s a brand that doesn‟t disappoint its customers .747
15. It‟s one of the best brands in the sector. .745

5.2 Demographic Profile

Table-5.2.1: Demographic Profile of Respondents

Age of Respondents Frequency Percent Valid Percent Cumulative Percent

Valid 18 to 30 38 38.0 38.0 38.0
31 to 40 31 31.0 31.0 69.0
41 to 50 16 16.0 16.0 85.0
above 50 15 15.0 15.0 100.0
Total 100 100.0 100.0

Gender of Respondents Frequency Percent Valid Percent Cumulative Percent

Valid Female 47 47.0 47.0 47.0
Male 53 53.0 53.0 100.0
Total 100 100.0 100.0

Marital status of Respondents Frequency Percent Valid Percent Cumulative Percent

Valid single 35 35.0 35.0 35.0
married 65 65.0 65.0 100.0
Total 100 100.0 100.0

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Family income of Respondents Frequency Percent Valid Percent Cumulative Percent

Valid 1 to 2 lakhs 18 18.0 18.0 18.0
2.1 to 3 lakhs 25 25.0 25.0 43.0
3.1 to 4 lakhs 28 28.0 28.0 71.0
above 4 lakhs 29 29.0 29.0 100.0
Total 100 100.0 100.0

Interpretation: the above table – 5.2.1 revels that the demographic profile of the respondents male respondents
were 53(53%) and Female Respondents were 47(47%). The respondents of Age group 18 to 30 Yrs were
38(38%), 31 to 40 Yrs were 31(31%), 41 to 50 Yrs were 16(16%), and above 50 Yrs were 15(15%). The
respondents of Marital Status married were 65(65%) and Unmarried were 35(35%). The no of respondents of
income level 1-2 lakhs were 18(18%), 2.1-3 lakhs were 25(25%), 3.1 to 4 lakhs were 28(28%) and above 4
lakhs were 29(29%).

5.3 Factor Analysis:

Table-5.3.1 KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
.754
Bartlett's Test of Sphericity Approx. Chi-Square 448.531
Df 45
Sig. .000

Table – 5.3.2 Component Matrixa

Component
1 2 3
1. I recall seeing an advertisement for this type of brand at media.
.325 -.230 .614
2. The media is full of advertising for this type of brand
.222 -.146 .778
3. I am aware of this brand. .759 -.369 -.029
4. I can recognize this brand among competing brands. .834 -.369 -.092
5. I know what this brand looks like. .864 -.305 -.155
6. The products have characteristics that other brands don't.
.585 .648 .073
7. The brand is nice. .524 .680 .144
8. The brand has a personality that distinguish itself from competitor„s
brands. .466 .347 .071
9. It‟s a brand that doesn‟t disappoint its customers .686 .225 -.181
10. It‟s one of the best brands in the sector. .678 -.137 -.244
Extraction Method: Principal Component Analysis.
a. 3 components extracted.

Table 5.3.2a
Component
Factors
Factor-I
1. I am aware of this brand. .759
2. I can recognize this brand among competing brands. .834
3. I know what this brand looks like. .864
4. The brand has a personality that distinguish itself from competitor„s
.466
brands.

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5. It‟s a brand that doesn‟t disappoint its customers .686

6. It‟s one of the best brands in the sector. .678
Factor-II
7. The products have characteristics that other brands don't. .648
8. The brand is nice. .680
Factor-III
9. I recall seeing an advertisement for this type of brand at media. .614
10. The media is full of advertising for this type of brand .778

Interpretation: the factor analysis shown in the table 5.3.2a that the six factors were identified as being
maximum percentage variance accounted. The 6 questions Q3, Q4, Q5, Q8, Q9, and Q10, were grouped
together as factor -I and accounts 60 percent of the total variance. The 2 questions are Q6, Q7 grouped as the
factor- II 20 percent of the total variance. The 2 questions Q1, and Q2 constituted the factor- III and accounts 20
percent of the total variance of the total variance.
5.4 Testing of Hypothesis:

Linear Regression: To determine the impact of Advertising Awareness on Brand Awareness of the respondents
(N=100) the liner regression analysis was performed. Brand awareness served as dependent variable and
Adverting awareness as a dependent variable.
Ho1: there is no impact of Advertising awareness on Brand awareness.

Table 5.4.1Model Summary

Adjusted R Std. Error of the
Model R R Square Square Estimate
1 .261a .068 .058 .94555

a. Predictors: (Constant), Brand Awareness

Table- 5.4.1a ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 6.382 1 6.382 7.138 .009b

Residual 87.618 98 .894

Total 94.000 99

a. Dependent Variable: Advertisement Awareness

b. Predictors: (Constant), Brand Awareness
Table -5.4.1b Coefficientsa

Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 2.870 .254 11.290 .000
Brand Awareness(BA) .235 .088 .261 2.672 .009
a. Dependent Variable: Advertisement Awareness(AW)

The above table-5.4.1 shows the model of summary of regression analysis of advertisement awareness and
brand awareness of respondents. The adjusted R square value indicates the percentage of the variance in the
advertisement awareness explained and brand awareness .Adjusted r square value 0.058 which indicates that the
brand awareness accounts for 5.8% of the variance in the advertisement awareness.
The table-5.4.1a shows that the result of ANOVA F value 7.18, p value is 0.009 is less 0.05 , hence,
Advertisement awareness is a impact on Brand awareness. It shows that the model is significant. The above
table 5.4.1b shows the results of regression coefficient of the regression analysis between advertisement
awareness and brand awareness of respondents. The B value in a regression model indicates the strength of the

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extent of impact of the dependent variable on the dependent variable. A linear regression equation between an
independent and dependent variable is as follows Y=a+bX, AW=a+b(BA). Y= 2.870+0.235( BA) .The F value
is 11.290, p value is 0.000 is less than the 0.05. It shows that there is significant dependent variable and
independent variable.

Ho2: there is no significant difference between Advertising awareness on Brand image.

Table -5.4.2 Model Summary
Adjusted R Std. Error of the
Model R R Square Square Estimate
1 .382a .146 .137 .65214
a. Predictors: (Constant), Advertisement Awareness
Table -5.4.2a ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 7.100 1 7.100 16.694 .000b
Residual 41.678 98 .425
Total 48.778 99
a. Dependent Variable: Brand Image
b. Predictors: (Constant), Advertisement Awareness
Table -5.4.2b Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 2.221 .244 9.094 .000
Advertisement
.275 .067 .382 4.086 .000
Awareness
a. Dependent Variable: Brand Image
The above table-5.4.2 shows the model of summary of regression analysis of advertisement awareness and
brand image in the advertisement awareness explained and brand awareness .Adjusted R square value 0.137
which indicates that the brand image accounts for 13.7% of the variance in the advertisement awareness.
The table-5.4.2a shows that the result of ANOVA F value 16.694, p value is 0.000 is less 0.05 , hence,
Advertisement awareness is a impact on Brand image. It shows that the model is significant. The above table
5.4.2b shows the results of regression coefficient of the regression analysis between advertisement awareness
and brand image of respondents. The B value in a regression model indicates the strength of the extent of impact
of the dependent variable on the dependent variable. A linear regression equation between an independent and
dependent variable is as follows Y=a+bX, AA=a+b(BA). Y= 2.221+0.382( BA) .The F value is 9.094, p value is
0.000 is less than the 0.05. It shows that there is significant dependent variable and independent variable.
Ho3: there is no impact of Brand awareness on Brand image.

Table -5.4.3 Model Summary

Model R R Square Adjusted R Square Std. Error of the Estimate

a
1 .534 .286 .278 .59629
a. Predictors: (Constant), Brand Awareness
Table -5.4.3a ANOVAa

Model Sum of Squares df Mean Square F Sig.

1 Regression 13.932 1 13.932 39.184 .000b
Residual 34.845 98 .356
Total 48.778 99
a. Dependent Variable: Brand Image
b. Predictors: (Constant), Brand Awareness
Table -5.4.3b Coefficientsa

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Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 2.252 .160 14.049 .000
Brand
.347 .055 .534 6.260 .000
Awareness
a. Dependent Variable: Brand Image

The above table-5.4.3 shows the model of summary of regression analysis of brand awareness Brand Image of
respondents. The adjusted R square value indicates the percentage of the variance in the Brand awareness
explained and brand image .Adjusted r square value 0.058 which indicates that the brand image accounts for
5.8% of the variance in the Brand awareness.
The table-5.4.3a shows that the result of ANOVA F value 39.184, p value is 0.000 is less 0.05, hence, Brand
image is a impact on Brand awareness. It shows that the model is significant. The above table 5.4.3b shows the
results of regression coefficient of the regression analysis between brand awareness and brand image of
respondents. The B value in a regression model indicates the strength of the extent of impact of the dependent
variable on the dependent variable. A linear regression equation between an independent and dependent
variable is as follows Y=a+bX, AW=a+b(BA). Y= 2.252+0.53( BA) .The F value is 14.049, p value is 0.000 is
less than the 0.05. It shows that there is significant dependent variable and independent variable.
Ho4: there is no impact of Advertisement and Brand awareness on Brand image.

Table -5.4.4 Model Summary

Model R R Square Adjusted R Square Std. Error of the Estimate

1 a
.590 .349 .335 .57234
a. Predictors: (Constant), Advertisement Awareness, Brand Awareness
Table -5.4.4a ANOVAs
Model Sum of Squares df Mean Square F Sig.
1 Regression 17.003 2 8.502 25.954 .000b
Residual 31.774 97 .328
Total 48.778 99
a. Dependent Variable: Brand Image
b. Predictors: (Constant), Advertisement Awareness, Brand Awareness
Table -5.4.4b Coefficients‟
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 1.715 .233 7.348 .000
Brand Awareness .303 .055 .467 5.499 .000
Advertisement
.187 .061 .260 3.062 .003
Awareness
a. Dependent Variable: Brand Image

The above table-5.4.4 shows the model of summary of regression analysis of advertisement awareness and
brand awareness on Brand image of respondents. The adjusted R square value indicates the percentage of the
variance in the advertisement awareness explained and brand awareness. Adjusted R square value 0.349, which
indicates that the brand awareness accounts for 34.9% of the variance in the advertisement awareness.
The table-5.4.4a shows that the result of ANOVA F value 25.954, p value is 0.000 is less 0.05. Hence,
Advertisement awareness is a impact on Brand awareness. It shows that the model is significant. The above
table 5.4.4b shows the results of regression coefficient of the regression analysis between advertisement
awareness , brand awareness and brand image of respondents. The B value in a regression model indicates the
strength of the extent of impact of the dependent variable on the dependent variable. A linear regression
equation between an independent and dependent variable is as follows Y=a+bX+cZ, BI=a+b(AA)+c(BA). Y=

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2.33+0.303 (AA)+0.187(BA) .The F value is 7.34, p value is 0.000 is less than the 0.05. It shows that there is
significant dependent variable and independent variables.

VI. CONCLUSION:

The research results indicate that the advertising awareness and brand awareness has positive effects on band
image. And also advertisement awareness and brand awareness have a positive significant effect. The brand
awareness brand image have a positive significant effect. Brand image can enhance and create the brand
awareness and advertisement awareness. The results indicate that advertising and brand awareness plays a good
source of meaning for bran image. Therefore we can consider advertisement and brand awareness as important
and integral to the brand image as other dement ions. Marketing and brand managers can create the brand image
at media by focusing on the creation of awareness on advertising. It is an important to offer various types of
media content like T.V, Print, Social media, images etc. To create the awareness of brand, people can recall and
recognize highly visual posts in the different types of Medias. Making high effective advertising techniques they
can create awareness of brand. The managers should apply strategic brand management in media.

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