About the topic
In this assignment I have got a topic
to search and find the findings of the Effect of Advertisement on Consumer
Behavior. I have searched internet and found the very similar work done by two
students from Jinnah University for Women in Karachi Pakistan. Their topic is
Impact of Advertisement on buying behaviors of the consumers: Study of Cosmetic
Industry in Karachi. In this research they used 200 questionnaires and some
different brand cosmetic products to collect primary data from Karachi cosmetic
industry.
In these two topics main keywords
impact and effect are two different words, but same meaning or synonyms and the
other parts of sentences are same. The Effect or impact of advertisement is how
influencing advertisement to creating positive perception of the products to
the customers. Customer behavior means how customer deals to the product. According
to the (Samar Fathima, Samreen Lodhi, 2015) research the
advertisements have very important role in shaping the consumer behavior and create
motivation which force to buy the particular products and building trust on it.
These researchers tested three hypotheses based on the research question.
Data collection
In this research they used some tables
and charts. Through these data they are trying to give the answer to research
question. At the first chart gives details of age groups among the respondents.
This is supportive information for the research question and it shown that most
of the responds are between age 18 and 29. This indicates that this survey was
conducted most within the youths. The actual numbers or percentages are not
shown in the chart and details are not given in the chart explanation,
therefore which make difficult to guess the amount of people who took the part
in the survey and this may not appropriate chart to show such information.
In the figure 2, shown the income of
the respondents. In this chart also not shown more details like numbers or
percentages of participants but it indicate that most of the respondents are
getting more that 25 thousand PKR incomes.
The other tables are shown the results
of the three hypotheses were tested.
First
hypothesis
H0:
There is no relationship between advertisement and consumer awareness.
H1: There is a
relationship between advertisement and consumer awareness.
The above hypothesis tables have shown
the relationship between advertisements and consumer awareness. The results
show that significance level of the test is 0.011 which is less than 0.05 which
means that the null hypothesis no relationship between advertisements and the
customer awareness will be rejected. Finally it says there is a relationship
between the advertisements and consumer awareness.
Second
hypothesis
H0: There is no relationship between
advertisement and consumer perception.
H2: There is a relationship between
advertisement and consumer perception.
The second hypothesis finds out the
relationship between the advertisements and the consumer perception. To show the
second hypothesis result they use the same tables and it show the significance
level of this test comes out 0.339 which is far more than 0.05, it means that
we are failed to reject the null hypothesis which shown there is no
relationship between advertisements and consumer perception in the cosmetic
industry.
Third Hypothesis
H0: Consumer awareness and consumer
perception have no impact on buying behavior.
H3: Consumer awareness and consumer
perception have impact on buying behavior.
In our third hypothesis they try to
find out the existence of the relationship between consumer awareness and
perception with the buying behavior of customers. In the research they apply
the test on the responses of 200 people residing in the Karachi and using
several types of cosmetic products. The descriptive details are below.
Through these tables we can evaluate
the impact of one variable on other variables. Such as for the 1 value of the
customer awareness it cause increase in value of buying behavior by 0.390.
Conclusion
On my topic the Effect of
Advertisement on Consumer Behavior, I got information from very similar research
topic, the Impact of Advertisement on buying behaviors of the consumers: Study
of Cosmetic Industry in Karachi, research done by two students from Jinnah
University for Women in Karachi Pakistan is very helpful.
This particular research was
conducted to find out the impact of advertisements on the buying behavior of
the people in cosmetic industry in Karachi. Hence the same result may not come
to the other product advertisements. Study reveals that advertisement on consumer
behavior is affected from awareness and perception. The advertisements on
cosmetic products are very often and companies are using new strategies to
persuade people to buy the products. Therefore these two important variables
influence the buying behaviors of cosmetics.
In conclusion I can say the charts and
tables are limited in this research and sample numbers are less. It will affect
the result in the research. It’s important to include good numbers of people in
such research. Also charts and tables play very important role in every
research. I suggest to have cleared enough and include maximum details which
can help to support the research question.
Reference
Samar Fathima, Samreen Lodhi. (2015). Impact of
Advertisement on Buying Behaviours of the consumers: Study of Cosmetic
Industry in Karachi City. International Journal of Management Sciences and
Business Research, 13.
