How does advertising affect your buying decisions

Beyond how advertising influences consumer behavior, advertising can make shopping easier. At the simplest level, advertising a specific product lets consumers know that a retailer carries that product and that they can go there to purchase it. Advertisements can also state exactly what a product does and which needs it fulfills so consumers can determine whether they need the product.

When shopping for hair care products, a buyer might be confused by the sheer number of products he encounters. An advertisement showing that a specific product was designed for his hair texture can make his decision easier because he trusts that the product will work for his hair. Some ads do not hinge on the prospect of saving money but advertise that the product is worth its high price tag.

The effects of advertising a high price tag include signaling to higher-income buyers and promising a luxurious experience that only some buyers get to enjoy. Some brands connect with their clientele by promoting themselves as a low-cost option to fit any budget, whereas others position themselves as upscale, exclusive services and goods that command a high price.

Brands in this latter category can actually become more successful by showcasing in their advertisements their high prices and the exclusivity that accompanies them. However, advertising cannot achieve this goal alone.

For some brands, advertisements that compel viewers to take immediate action are not as effective as advertisements that focus more on informing viewers about what the brand offers.

An example of this might be a financial planner who might instead use an ad to illustrate the benefits of working with a financial adviser, gently suggesting that the consumer schedule a consultation when she is ready to learn more.

In contrast, a car dealership running a weekend-long promotion would use an advertisement that emphasizes the savings of which buyers can take advantage only if they buy a car before the weekend is over.

Kumar conducted a study on the impact of advertising on consumer buying behaviour with special reference to Nestle Limited in India. He found that advertising and sales promotion together with the image of the company influence the consumer buying decision. He also found that the quality and price of product also influence consumer purchase of a good Taylor and Weiserbs conducted a study on the relationship between advertising and expenditure and aggregate consumption in America.

They found that there is a simultaneous relationship between advertising and consumption but not in a unidirectional. They concluded that advertising and consumption seem to work on each other. Sharma and Sharma conducted a study on the impact of advertising on consumer behaviour in India.

They studied companies using fixed effect model of panel data analysis. Ayanwale et al conducted a study on the impact of advertisement of Bournvita on consumer buying behaviour in Nigeria.

They found that advertising has major influence on consumers likeliness for Bounvita food drink. Adelaar et al conducted a study on online compact discs shopping behaviour of consumers through emotional advertising in Asia. Associated chambers of commerce and Industry in India, conducted a study on the impact of advertising on consumer buying behaviours. They found that high increase in consumption of cosmetics goods as a result of advertising.

They examined the relationship between environmental response and consumer buying behaviour. They used people in twin cities of Pakistan as their sample. They found that moderate relationship exists between the independent variables and the dependent variable. The result showed that consumers buy those brands from which they are emotionally attached. Nawazish and Ahmed conducted a study on the impact of advertising on consumer buying behaviour in Pakistan.

They examined how emotional responses are generated, after watching effective advertisement they persuaded consumers purchasing behaviour.

They used sample subjects for this study. They found that the environmental response and sensory stimulated activities represented in the advertisement has influence and can even change the buying behaviour of consumers. They found that emotional and environmental responses have significant impact on consumer buying behaviours. Consumer behavior is predictable from consumers attitude, when they want to purchase a brand of product.

Attitude according to Smith and Swinyard as cited in Ghulan, Javana Burhan, Ahmed is acquired behavior disposition. Adelaar et al suggested that behavior is a result of emotional response, which is affected by three independent factors namely, pleasure arousal and dominance. Goldsmith and Lafferty argued that these appear when consumers watches an advertisement about the brand and then eventually willing to purchase it.

A survey research design was used in this study to gather information or data from consumers in Enugu metropolis through questionnaire instrument. The population of the study comprised all consumers in Enugu metropolis. A non probability purposive sampling technique was used in this study due to various limitations. The consumers in Enugu metropolis is difficult to determine due to non availability of data. So the sample was based on non-probability data.

The shopping centres visited and sampled were Shoprite, Roban Stores and other strategic points and traffic light points. The questionnaires were collected immediately it was filled by respondents to avoid loss of questionnaires.

Properly filled questionnaires by respondents of secondary school level and above were used for analysis and they were The questionnaire was made up of five point likert scale ranging from 1 strongly disagree with the statement to 5 strongly agree with the statement.

The questionnaire was self development of items. Demographic data was part of the questionnaire. The reliability Coefficient was. The value of 0. This means that the data collected were valid and reliable for analysis. There are five variables in total in the model, where there are four independent variables and one dependent variable. As the data consists of single dependent variable and multiple independent variables, multiple regression analysis was deployed and SPSS Multiple regression technique was used to test the hypothesis, while descriptive statistics was used to calculate percentages and frequency table.

A pilot test was carried on 50 respondents before questionnaire distribution in other to collect their comments, ensure simplicity and understanding of the questionnaire, which helped in developing the questionnaire more efficiently.

A favourable comment was obtained from the 50 respondents and the results of the pilot test ensured that the survey was understandable by the 50 respondents.

The reliability analysis was conducted on Emotional response, Environmental response, Brand awareness and Sensory stimulated advertising. Table 3. The reliability coefficient of the questionnaire was 0. This means that the data collected were valid and reliable enough to be used for analysis.

Walonick stated that the values above 0. In order to identify the determinants of consumer buying behavior , a multiple regression model is used. A total of three hundred and eighty questionnaires were given out to respondents and three hundred and twenty were useable, and subsequently analyzed.

In order to avoid loss of questionnaire after consent was got from respondents the questionnaire was administered and collected at the spot. Table 4. This implies that the majority of the consumers were females. The age distribution of the sampled respondents showed that 78 This show that majority of the respondents were aged 36 — 40 years. On the educational level of the respondents who returned valid copies of distributed questionnaires of whom 86 This means that the majority of sampled respondents attended post secondary school.

On the issue of marital status of the sampled respondents, This shows that the majority of the respondents were married. The study employed multiple regression technique to test the formulated hypotheses given the individual significance of the variables and the results were presented in table 4 below. Statistical package for social science SPSS version Hypothesis 1: Emotional response does not positively affect consumer buying behavior.

The beta value shows that 1 unit increase in the value of emotional response ER would result in 0. This in essence entails that emotional response is a function of consumer buying behavior. Emotional response shows statistically significant unique contribution in explaining consumer buying behaviour P Hypothesis 2. Environmental response towards brand does not positively affect consumer buying behavior. The beta value shows that 1 unit increase in the value of environmental response towards brand ERTB would result in 0.

This in essence entails that environmental response towards brand is a function of consumer buying behavior. Environmental response towards brand shows statistically significant unique contribution in explaining consumer buying behavior p Hypothesis 3: Brand awareness does not positively affect consumer buying behavior The beta value shows that 1 unit increase in the value of brand awareness BA would result in 0.

This in essence entails that brand awareness is a function of consumer buying behavior. Brand awareness shows statistically significant unique contribution in explaining consumer buying behavior P Hypothesis 4: Sensory stimulated advertising does not positively affect consumer buying behavior. The beta value shows that 1 unit increase in the value of sensory stimulated advertising SSA would result in 0. This in essence entails that sensory stimulated advertising is a function of consumer buying behavior.

There is a positive relationship between the independent variable brand awareness and the dependent variable consumer buying behavior. This is consistent with the researches of Bijmolt et al ; Goldsmith and Lafferty A positive relationship exist between the independent variable sensory stimulated advertising and the dependent variable consumer buying behavior.

This is consistent with the researches of Adelaar et al ; Ghulan et al The whole analysis show that the independent variables emotional response, environmental response towards brands, brands awareness and sensory stimulated advertising regressed the dependent variable consumer buying behavior and provided a considerable outcome where significant value p is less than 0. This indicates that It is concluded that he predictor variables, emotional response, environmental response towards brands, brand awareness and sensory stimulated advertising have positive relationship with consumer buying behavior.

All the variables have statistical significant t-ratio. The results are consistent with the literature. We recommend that for an effective advertisement to be ensure, target audience must be extensively studied to know their consumption pattern and buying behavior We recommend that effort should be directed more on emotion related advertising since consumers patronage are highly induced through their emotion.

We recommend usage of sensory stimulated advertising to influence consumer buying behavior, since sense modalities can affect users experience and enable them to gain information from advertisements. This makes sexual messages very hard to ignore. Men tend to like them, but women often find them distasteful. Sex-based ads can also backfire because the visuals distract people from the product — or because they make it come across as trashy or cheap.

For instance, a gorgeous model in a swimsuit can work well in an ad for sunscreen — but in an ad for a laptop, people will remember the woman, not the computer. If sex-based ads sometimes skew toward the cheap and tawdry, values-based ads swing in the opposite direction.

These ads are designed to appeal to values like patriotism or family. For instance, an ad could show images of a perfect, happy family in a beautiful home, all wearing the same brand of sneakers, sending the message that these shoes are your ticket to a beautiful, happy family of your own.

Why This Technique Works : Though values-based ads seem like the opposite of sexy ads, they work the same way — on a purely emotional level. You see the perfect family, or the Stars and Stripes, or people of all nations singing together, and it just makes you feel good. You want to be connected to whatever is behind it.

In most cases, though, the images in the ad have little or nothing to do with the product. So, when you see a values-based ad, think about whether the product really supports what it claims to. Similarly, if the ad shows a happy family, think about whether the product is actually useful for families.

Many ads feature celebrity sponsors, such as movie stars and sports figures to pitch a product. An article at The Richest outlines some of the highest-paying celebrity endorsement deals of all time, including:. Why This Technique Works : Celebrity ads work by linking the name of the product to a person you admire. You see a gorgeous model drinking a certain soft drink, or a talented sports star wearing a certain brand of shoes, and your brain makes the mental leap: Using this product is a way to be more like this person.

For instance, Gatorade was another of the many brands Michael Jordan was sponsored by in his lengthy career. Drink Gatorade. Recognizing this is the key to breaking the power of the ad. Next time you see a celebrity in an ad, think about what you admire about this person, such as their looks, talent, wealth, or fame. Then ask yourself whether the product in the ad has anything to do with that quality. If not, an endorsement from that person has no more value than one from your next-door neighbor.

The first goal of any ad is to attract attention. Scary, shocking images are one way to catch the eye, but using them in an ad tends to create negative feelings about the product. Using humor, by contrast, attracts attention and creates positive feelings — a win-win for advertisers. These whimsical ads feature the characters of Mac, a young, cool guy in casual clothes, and PC, an older, stodgier guy in a suit and tie.

Each brief scene between the two of them pokes gentle fun at PC for his difficulty handling basic tasks. Adweek called it the best advertising campaign of the decade. Some humorous ads make fun of other, more conventional ads. A teen boy, after seeing Hill drinking Sprite, does the same — but he still misses the basket.

That goes to show that ads of this type do a good job meeting the first two goals of advertising: catching your attention and standing out in your memory.