Singaporean Journal of BuSineSS economicS, and management StudieS (SJBem)

VOL. 5, NO. 4, 2016

www.singaporeanjbem.com

THE ROLE OF ADVERTISING ON CONSUMER BUYING DECISION IN

PAKISTAN

Najam ul Zia
Research Associate-Superior University Lahore, Pakistan

ABSTRACT
This research finds the relationship between the advertising and buying behavior of the
consumer. Buying behavior is defined as the behavior towards the purchasing of the goods
and services. In this research there is a major focus of the advertising on the consumer buying
decision in Pakistan. The analysis of the data shows that there is a significant impact of
advertising on the consumer buying decision making. When there is a great advertising of a
product the customer are more affected from this. So there is a positive relation between the
advertising and consumer buying decision in Pakistan.

KEYWORDS
Advertising, Consumer Behavior

INTRODUCTION
Today we are living in an era of mass media i.e. television, newspaper, billboards, magazines,
internet, movies, films and music. Advertising is the basic tool of sales promotion, and the
promotion is one of the most important “P” of 4Ps of Marketing Mix. Marketing mix includes
the following elements: Product, price, place and promotion. Advertising is having the
intention to influence the public. When a product is being manufactured, it creates the need to
be identified to the potential customer. Where there is no promotional activity, no sales can
be achieved. It is a way to pursue and influence the consumer’s decision making process. It
informs the potential customers about the product’s functions, characteristics and features etc.
Advertisement was also used in ancient times but the way of communication was entirely
different from now a day’ advertisements. In early ages Egyptians used papyrus to make sales
messages and wall posters to influence the consumers’ decision making. But this was at
limited scale but now the situation is totally different because there are a lot of mediums
available for advertisements.
The main objective of advertising is to affect the consumer buying behavior. The
behavior can be changed or reinforced frequently in people’s minds. Consumer behavior
analysis aims to elaborate ‘why customers act in a specific ways under specific situations.
Advertisements creates brand image it can also be changed or strengthened through
advertisements. These brand cognition influence consideration, evaluation and finally
purchases. The hierarchy of effects model of Advertisement states that advertisements lead
from cognitive awareness to co native purchase. This model can be applied easily but now a
days it is difficult to follow this simple model because there is so much differentiation in
products and services of every company. So creating a product conation is not an easy task.
The consumers mostly respond to those advertisements which are emotionally attached,
because positive emotional appeals provide a strong brand cue and excite category based
processing. Category is a representation of evaluation. If the process is successful the affect
and beliefs are shifted to the object itself. Consumers are confused to watch so many adverts

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VOL. 5, NO. 4, 2016

and thus they associate the brand with existing memory and understand it. They compare all
the information related to the products in their memories and repositions the perceptions
relating to new products. It is not necessary that the customers should be familiar with the
product’s information; it is the preferences relating to the brand which can affect the decision
making process.In today’s era it is not possible for a manufacturer to sale the products
without properly delivering the message and information in advertisement to the
customers.Today’s global marketing has made so many choices for the consumers so now
they have more goods than they have needed before. This research is based on attitudinal
behavior of male and female in different buying behavior. The basic objectives of this
research are to evaluate the advertising via attitudinal buying behavior consumer and analyze
the influence of advertising through buying behavior consumer.

Objectives of the Study

1. To examine the impact of advertising on the consumer’s decision making.
2. To judge the impact of advertising on the consumer buying segment.
3. To find out the role of advertising in the daily life of a common man.
4. To figure out the factors affecting the consumer’s decision making.

Scope of study
The understanding derived from this study will be based on the responses of consumers of
Lahore. This study will be helpful in knowing the perceptions of consumers about
advertisements.

LITERATURE REVIEW
Advertising is a means of communication with the customers of a product or service.
Advertisements are messages paid for by those who send them and are intended to inform or
influence people who receive them (London). Advertising set of all activities incurred while
presenting through the media any non-personal, sponsor-identified, paid for message or
information about a product or organization.(Stanton, 2007)Advertising is a procedure of
communication intended to convince an audience (viewers, readers or listeners) to purchase
or take some action upon products, information, or services etc.(Abden, 2011). Non personal
presentation, promotion of ideas and concepts about products and services via mass media
such as Papers, TVand Radio by any identified sponsor who pays for this presentation(Kotler,
2009). Perception is the procedure by which people translate sensual impressions into a
comprehensible and integrated assessment of the world around them. Though essentially
based on inadequate and unverified (or undependable) info, perception is associated with
reality for most useful determinations and monitors human behavior in common.
Awareness is the capability to observe, to feel, or to be aware of events, things, views,
sentiments, or sensory forms. In this level of consciousness, sense data can be established by
a spectator short of automatically point toward understanding. More fundamentally, it is the
state or feature of being conscious of somewhat. In natural thinking, awareness is defined as a
human's or an animal's perception and rational response to a condition or event. The
consumer is facing a high risk due to insufficient information and thus he seeks the relevant
information about the brand. The risk may be higher or lower depending upon the quality of
information. The advertisement having a message or information reduces the risk of loss
faced by the customer. Thus, he can make decision efficiently and effectively as well as
confidently. In short the buyers are more responsive to the different advertisement while
seeking information about the brands they are interested (Raju, 2013). The research shows
that people use advertisement for information seeking entertainment social expression and
may influence attitude towards advertisement (Bamoriya & Singh, 2011). The emotional

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VOL. 5, NO. 4, 2016

response of the consumer behavior is a factor that has great impact on consumer buying
behavior. People are mostly purchase those brands with which they are emotionally attached
(Saleem & Abideen, 2011).
There is a great impact of television advertisement on changing consumer behavior and also
provide new patterns for purchasing or using the product. Female are more influenced from
advertising than males (Rehman & Ashaduzzaman, 2011). Television is the King of
advertising media because most of the people watch TV more hours in a day. The television
has more preference for advertising than web media and respondents are more influenced by
the television media (Pongiannan, 2011). Brand image and advertisement change the buying
behavior of the people. Youth prefer branded product and advertisement have positive impact
on consumer buying behavior (Malik, et al., 2013). Effect of advertisement varies from area
to area. Results shows that advertising has positive impact on buying behavior of consumer
and factors of rural areas have negative impact on consumer buying behavior (Rehman,
Nawaz, Hyder, & Aminullah, 2014).
Various studies have inspected the adequacy of promoting in the previous decade. The basic
measures of publicizing viability incorporate promotion review, commercial distinguishment,
brand mindfulness, clicks or active visitor clicking percentage, mentality towards the
advertisement and the brand, and buy thought. Of these basic measures, state of mind toward
the commercial, clicks on promotion, and capacity to review advertisement are the center of
the present study. The viability of these three measures was evaluated by their capacity to
foresee buy choice. Publicizing, deals advancement and advertising are mass-specialized
apparatuses accessible to advertisers. As its name recommends, mass correspondence utilizes
the same message for everybody in a group of people. Today, meanings of promoting
proliferate. We may characterize it as correspondence process, an advertising process, a
financial and social process, an advertising procedure or data and influence methodology saw
publicizing from its practical viewpoints, consequently they characterize it as a paid, non-
individual correspondence through different media by business firms, non-benefit
association, and people who are somehow recognized in the promoting message and who
would like to advise or induce individuals from a specific group of onlookers is of the
assessment that promoting is utilized to create an essential consciousness of the item or
administration in the brain of the potential client and to develop information about it.
Innovation progression had not issued us new items and administrations; however they had
changed the importance of numerous words. With increment in broad communications,
publicizing viability, as more conventional broad communications, had lessened. Presently
publicist is searching for new and probably less jumbled media. The current period of
computerized media had given purchaser decisions to pick in and quit of advertising
messages and promoting. Purchasers are getting more control of what they need and when
they need. All these things are moving toward the intelligent showcasing. As a limited time
procedure, publicizing gives a significant device in making item mindfulness and condition
the brain of a potential shopper to take last buy choice. As promoter's essential mission is to
achieve potential clients and impact their mindfulness, disposition and purchasing conduct.
Ayanwale et al (2005) directed research on notice of Bournvita, he found as promoting has a
real impact on shoppers' similarity for Bournvita nourishment drink. Comparative
investigates have as of now been directed for the nature of Bournvita.

RESEARCH METHODOLOGY
Research design
This Study is based on primary data only which was collected through structured
questionnaire. The sample was chosen by selecting the University of the Punjab students. 150

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VOL. 5, NO. 4, 2016

students sample was chosen for which The Questionnaire was distributed among 170
students.
The samples were based on convenient sampling method. No secondary data was used in our
study. The data gathered by the study was analyzed with appropriate statistical tools like,
correlation, regression and one sample T-test.

RESEARCH MODEL

This research design explains the relationship between the effect of advertisements on
consumer’s decision making process and the advertisement in between male and female. The
advertisements have a positive relationship with consumer’s buying irrespective of the cost of
the product or service. There are three main tasks in advertisement of the product i.e.
perception, learning and motivation to satisfy his or her needs. Perception means that the
product exists and to create an awareness about that particular product. Secondly learning
means t provide the enough basic information to the consumer about the product so that the
buyer may think it is to be an informed decision. At last, the task is to motivate the buyer to
satisfy his or her wants by acquiring and using that particular good or service.
Area of the study
The sample is selected randomly to find out the results of the study.
Consumer survey and questionnaire method
The questionnaire was adopted from Parsannakumar 2013, and it was very easy to understand
just at a glance. We distributed the questionnaire to various customers in the Punjab
University at various Retail shops and requested them to fill in.
Sampling technique
We used the convenient sampling method which is a type of non-probability sampling
techniques and we offered questionnaire to respondents voluntarily.
Sample size
We chose a sample size of 150 respondents.
Period of Study
We conducted our research in between April 2015 and May 2015.
Data usage
We used only primary data for interpretation, conclusions and recommendations. We also
used the verbal communicating done with the particular respondents while analyzing our
data. We put out all the data in SPSS and used Chi-Square, correlation, regression and one
sample T-test.

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Research instrument
The data is gathered by the questionnaire adopted from Parsannakumar 2013. All the
questionnaires were distributed to respondents in Punjab University. The data was collected
in 6 days. SPSS (Statisticalpacage for social science) version 20.0 of IBM for the analysis
and interpretation of the data. The questionnaire had no parts. Likert scale was used of 5
point. It has response from strongly agree to strongly disagree it defined as:

 Strongly Agree (5)

 Agree (4)
 Neutral (3)
 Disagree (2)
 Strongly Disagree (1)

Questions SDA DA N A SA
1. Are you interested in watching good Ads? 9 10 20 71 39
2. Do you Watch new Ads only? 4 37 48 45 16
3. Do you think some Ads are extremely annoying?
9 22 24 56 39
4. Do you like Offbeat Ads? 10 27 71 35 7
5. Do you think Ads are creative but sensible? 1 19 31 67 32
6. Do Ads have some message? 6 9 21 77 44
7. Are advertisements believable? 8 29 55 46 12
8. Is the Ad’s message relevant? 2 14 47 67 20
9. There are benefits from the Ads? 4 17 25 77 27
10. Do Ads have some effect on you? 8 12 46 69 15
11. Are Ads visually appealing and visualizing? 6 13 42 75 14
12. Is the duration of the Ad ok? 5 20 44 60 21
13. Is the Ad able to convey the intended message? 4 8 46 69 23
14. Did you felt convinced about the Ad and bought the
7 23 45 62 13
product?
15. Are you comfortable to watch such Ads in future? 4 20 35 71 20
16. Did the Ad change your opinion and prejudices on a
15 27 36 49 23
product?

DATA ANALYSIS
In our research 89 males are included which are 59.3% of the total respondents and the 61
females are included in our research which are 40.7% of the total respondents. 137
respondents have age from 21 to 25. 5 respondents in this research have age 26 to 30 and 4
respondents 31 to 35 and 4 are above than 35. Most of the respondents’ have age 21 to 25
years.

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VOL. 5, NO. 4, 2016

Educational statuses of the respondents were diversified. 57 questionnaires were filled by the
graduates, 77 by the students of masters, 8 by the M.PHill students.

Respondent Gender
Frequency Percent Valid Percent Cumulative Percent
Valid Male
89 59.3 59.3 59.3

Female 61 40.7 40.7 100.0

Total 150 100.0 100.0

Respondent Age
Cumulative
Frequency Percent Valid Percent Percent
Valid 21-25 137 91.3 91.3 91.3
26-30 5 3.3 3.3 94.7
31-35 4 2.7 2.7 97.3
Above 35 4 2.7 2.7 100.0
Total 150 100.0 100.0

Respondent Education
Frequency Percent Valid Percent Cumulative Percent
Valid Intermediate 5 3.3 3.3 3.3
Graduate 56 37.3 37.3 40.7
Master 77 51.3 51.3 92.0
M-Phil 8 5.3 5.3 97.3
Other 4 2.7 2.7 100.0
Total 150 100.0 100.0

Reliability Statistics:
Cronbach's Alpha N of Items
.653 16

The Reliability Statistics table provides the Cronbach’s Alpha (.653) which is positive and
alpha based on standardizing the items (.70). The results of this data are less than the (.70).
This is not so good but it shows a relationship. Therefore we can say that internal consistency
reliability of the items provides not so good approach for research literature.

DESCRIPTIVE STATISTICS
The mean and standard deviation scores of independent variables and dependent variables
adopted in this study is shown below. To answer the questions, the respondents were asked to
rate each of the two dimensions on a five-point scale ranging from strongly disagree (1) to

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VOL. 5, NO. 4, 2016

strongly agree (5). Overall, the mean scores for the six scales which consist of total sixteen
items shows the positive high mean values which ranged from 1.86 to 7.78.

N Minimum Maximum Mean Std. Deviation

Advertising 150 2.00 7.78 .04930 .60379
Impact 150 1.86 4.86 .04539 .55591
Valid N
150
(listwise)

Correlations
Buying behavior Advertisement
Pearson Correlation Buying behavior 1.000 .494
Advertisement .494 1.000
Sig. (1-tailed) Buying behavior . .000
Advertisement .000 .
N Buying behavior 150 150
Advertisement 150 150

The correlation between the advertising and buying behavior is statistically significant
because the “sig” is less than .05. Thus, we can reject the null hypothesis of no relationship
and state that there is an association between (advertising and buying behavior).The Pearson
Correlation coefficient is .406. The correlation between (advertising and buying behavior) is
statistically significant because the “sig” is less than .05. Thus, we can reject the null
hypothesis of no association and state that there is an association between (advertising and
buying behavior). As the correlation is positive this means that higher the advertisement
higher will be the impact on buying behavior.

Model summary

Adjusted R Std. Error of the

Model R R Square Square Estimate
a
1 .494 .244 .239 .48483
a. Predictors: (Constant), Advertisement

The Model Summary table shows that the multiple correlation coefficients (R), using
advertising predictor, is .494 and Adjusted R2 is .23. R value of .494 shows the goodness of
the model. Regression analysis shows that 24% change in dependent variable is due to the
independent variable, while remaining 76% is the unexplained variability.

ANOVA table
ANOVA table shows that F=47.891 and is statistically significant. This indicatesthat the
advertising predictors combine together to predict buying behavior. Also model isconsidered
to be good fit if significance value falls between0% to 5%. The value of .000 which means
that relationship between Independent and dependent variable ishighly significant hence the
model is good fit.

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ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression 11.257 1 11.257 47.891 .000a
Residual 34.789 148 .235
Total 46.046 149
a. Predictors: (Constant), Adertisement
b. Dependent Variable: Buying behavior

Coefficient
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 1.849 .237 7.787 .000
Advertisement .455 .066 .494 6.920 .000
a. Dependent Variable: Buying behavior

Regression coefficients i.e. Beta (β) of advertising with buying behavior intention is .455
with significant value .000 which shows there is a strong relationship between advertising
and buying behavior.

One-Sample Test
Test Value = 3
95% Confidence Interval of the
Sig. (2- Mean Difference
T df tailed) Difference Lower Upper
Advertisement 72.182 149 .000 3.55852 3.4611 3.6559
Buying
76.418 149 .000 3.46857 3.3789 3.5583
behavior

This table shows the level at which different independent factors affecting the process buying
behavior of people of Lahore. All of these independent variables of the current study were
tested at test Value of 3 in One-Sample Test.
The results showed that:
T- Value of advertising is 72.182 which are positively related to buying behavior with
significant value of.000 which shows that considered advertising as a significant independent
variable important for the impact on customer buying behavior.

FINDINGS
 The advertisement changes the decisions of customers for the product.
 We find that customers liked only influencing ads.
 Advertisements convinces the customers to some extent
 One of the strong means of communications is advertisement.
 The ads should be of moderate length.
 Ads must be able to involve the customers in themselves.

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CONCLUSION
From the above intensive and rigorous research we have come to the conclusion that
advertisement has a great impact on the consumer buying behavior. Mostly customers like to
see the moderate length of ads which appeal their interest. The customers are always feeling
risk for the purchase of the product, the additional information which is shown in the ad
reduces this risk and influences the customers’ decision making process. Different types of
Advertisements effect customers in different ways. Timing and sequence of the advertisement
affect its reliability and affectability. Mostly customers feel comfortable with the ads and
some don’t like these phenomena. The ad changes the opinion of the customers. We find that
the customers like those ads which influences them and which seem to be new and the old
ads have less impact. Customers feel that ads are much beneficial and they rely on the ads
and go the market for buying the intended product shown in the adswe find that ads influence
the Consumers buying behavior.

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Pongiannan, K. (2011). An Exploratory Comparison on the impact of TV and Web
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