Impact of Advertisement on Consumer Choice : A Case of SME and Consumers

Habib, Ahsan; Hossain, Shahadat; Oma, Thomas

doi:10.12816/0017724

Cited by 5 publications

(6 citation statements)

References 30 publications

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“…Nour et al (2014) found out that in Jordan, advertisements highly affect consumers purchase decision. Habib et al (2015) stated that there is a positive significant relationship between advertisement exposure and consumers purchase decision. Fatima and Lodhi 2015found that there is a positive significant impact of advertisements on consumer purchase decision.…”

Section: Discussionmentioning

confidence: 99%

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The evaluation of traditional communication channels and its impact on purchase decision

Mustafa¹,

Al-Abdallah²

2020

10.5267/j.msl

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This research aims at evaluating the traditional communication channels, and the possible impact that it may have on consumers purchase decision, particularly toward their choices of restaurants in Palestine. To achieve this purpose, two main hypotheses, and the total of four sub-hypotheses were derived based on literature review. Descriptive analytical methodology and inductive quantitative approaches were found most suitable to the nature of the research. The population of the research consisted of consumers who make the purchase decision in choosing restaurants either for themselves or on behalf of others. A self-administrated questionnaire was designed based on previous studies and primary data was collected over non-probability accidental sample (restaurants intercept). 500 questionnaires were distributed in Nablus, Ramallah and Bethlehem, 418 valid questionnaires were retrieved within a timeframe of 25 days, from 24th of June till 18th of July 2018, forming a response rate of 83.6%. Based on the statistical analyses, there is a statistically significant impact of traditional communication channels on purchase decision for Palestinian restaurants, the strength of the effect is moderate. Also, each traditional communication channels (Television, Radio, Newspaper and Outdoor) has, separately, a significant positive impact on consumer purchase decision. The strength of the effect ranged from weak to moderate, the study found that outdoors advertisements had the highest impact on purchase decision, followed by television, radio, and newspapers, respectively. Discussion and recommendations are provided based on the study findings.

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Section: Discussionmentioning

confidence: 99%

“…Construct validity was established based on Pearson correlation coefficient; the results are presented in Table 2. (Costa, 2014) (Deepa, 2013) (Sachdeva, 2016) 4 Statements Evaluation of Alternatives (Costa, 2014) 3 Statements Purchase Decision (Costa, 2014) (Habib et al, 2015) (Gao et al, 2005) 4 Statements…”

Section: Construct Validitymentioning

confidence: 99%

The evaluation of traditional communication channels and its impact on purchase decision

Mustafa¹,

Al-Abdallah²

2020

10.5267/j.msl

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“…In order to evaluate consumer purchasing choice in retailer stores in Erbil, this research examined and assessed the relationship between types of advertisement consumer purchasing choice. The questionnaire was adapted from previous studies (Hampel, et al, 2012, Hameed , et al, 2014, Habib,et al, 2015, the respondents were asked to rate how much they agree on each item according to the five point likret scales, ranging from 1= Strongly Disagree to 5= Strongly Agree. Table 1 demonstrates the demographic analysis for the participants; it was found that 159 male participants participated in this study and 109 participants participated, moreover it was found different aged of participants participated as follow; 29 participants fall into group of 20-25 years old, 43 participants fall into group of 26-30 years old, 78 participants fall into group of 31-35 years old, 68 participants fall into group of 36-40 years old, 21 participants fall into group of 41-45 years old, 18 participants fall into group of 46-50-years old and 11 participants fall into group of 50 years and above.…”

Section: Methodsmentioning

confidence: 99%

Analyzing the Relationship Between Types of Advertisement and Customer Choice : A Study of Retailer Stores in Erbil

Anwar

Climis²

2017

IJABS

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In today's competitive business environment advertisement and constant promotion techniques are being frequently used to motivate purchasers and attract them to purchase a particular product. The study aimed to examine the relationship between types of advertisement with consumer purchasing choice in retailer stores in Erbil. The researchers gathered data through questionnaires from randomly selected customers; however 268 purchasers were involved in the current study. The findings revealed that the highest value was for online advertisement has the strongest relationship with consumer purchasing choice in retailer stores in Erbil, on the other hand outdoor advertisement has the weakest relationship with consumer purchasing choice in selecting certain retailer store in Erbil. Retailer stores should to keep up with market development to enable attracts customers. The marketplace is currently in the internet generation which indicates that retailer stores should invest more efforts and time in creating effective social media connections and provide online shopping to the customer to get closer.

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“…are in the focus of many Russian and foreign researchers. Numerous studies investigate the advertising effectiveness (Kehinde et al 2016 ; Weber and Schweiger 2017 ), technologies (Polukarov et al 2016 ; Borisov 2017 ), its influence on consumer behaviour (Habib et al 2015 ; Oboznaya 2017 ; Haider and Shakib 2018 ) and on the formation of consumers’ attitudes (Rai 2013 ; Arnaud et al 2018 ; Subroto and Samidi 2018 ), its psychological effects (Pechmann and Catlin 2016 ; Torres 2020 ), and novel marketing channels (Knoll 2016 ; Pütter 2017 ; Yang et al 2017 ). Particular attention is paid to new types of advertising: the so-called green advertising based on an ecological approach (Mkik et al 2017 ) and native advertising, which is believed consumer-friendly due to the lack of obvious pressure on the client (Laursen 2017 ).…”

Section: Introductionmentioning

confidence: 99%

RETRACTED ARTICLE: The impact of advertising on social processes

et al. 2021

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In modern information society, advertising remains essential for the formation of social norms, value systems, and public consciousness, especially in the conditions of a pandemic. Despite the availability of a wide range of literature devoted to various aspects of advertising, the investigation of its influence on the processes occurring in society is still relevant. Previous researches in this field focused primarily on consumer behaviour influence techniques, the effectiveness of various marketing channels, and new forms of advertising centred at increasing trust among the target audience. The purpose of this study was to uncover how advertising impacts social processes during the COVID-19 pandemic. The research methodology included system analysis (for comprehensive study of coronavirus-related advertisements) and comparative analysis (to review Russian, Belarusian, and Ukrainian advertising strategies and identify dominant ones). The examination of coronavirus-related advertisements revealed a shift from advertising directed at increasing consumption towards its reduction. A comparative analysis of samples from Russia, Belarus, and Ukraine showed that the advertising market is closely related to the government and often appeals to negative emotions in all countries under consideration. However, their influence strategies are somewhat different. Belarus and Ukraine tend to apply provocative methods to attract the viewer’s attention. In contrast, the Russian advertising industry prefers using the TV appeal of socially significant persons and emotionally neutral outdoor advertisements with information on the proper rules of conduct. The results of this study can be applied by officials for developing information policies especially those related to pandemic and other extraordinary circumstances.

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Impact of Advertisement on Consumer Choice : A Case of SME and Consumers

Cited by 5 publications

References 30 publications

The evaluation of traditional communication channels and its impact on purchase decision

The evaluation of traditional communication channels and its impact on purchase decision

Analyzing the Relationship Between Types of Advertisement and Customer Choice : A Study of Retailer Stores in Erbil

RETRACTED ARTICLE: The impact of advertising on social processes

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