Saudi Electronic Ch 2 Influence of Advertising on Customer Behavior Literature Review continue on attached word to start write up of chapter 2 which is related to literature reveiw. The chapter shall organize as followings:
Chapter 2 Literature Reveiw
2.1 introduction
2.2 Reveiw of Previous Study
2.3 Summary
Total page 9 pages Classification: General Business Use
Running head: ADVERTISING
Influence of Advertising on Customer Behavior
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Abstract
The principal objective of this study is to examine the impacts of advertisements on
customer purchasing behaviors. While different customers prefer consuming particular products
and services because of varied reasons, advertising may change consumer preferences and hence
the overall purchasing patterns. Based on the Saudi Arabian Airline industry, this research
attempts to understand the existing link between consumer behavior and advertising including
print media advertisements, television, and radio advertisements. To gather credible and reliable
data towards making well-informed conclusions, this research is conducted at Saudi Arabia
airlines and employs a descriptive study design. As such, this study will consider both traditional
research methodologies and contemporary data collection methods.
Fundamentally, this study uses questionnaires as the primary data gathering method and
literature review will act as the secondary data collection method. In this regard, this paper
examines conclusions from past studies relating to the influence of advertisements on customer
purchasing behaviors. After an extensive data collection exercise, the research analyzes the
collected data using both the qualitative and the quantitative approaches. It is notable that, the
participants may differ in different perspectives while agreeing in other areas. In light of this, the
paper considers analyzing the research findings using computer-based analysis through analysis
packages primarily Microsoft’s excel spreadsheet and SPSS (Statistical Packages for SocioSciences) particularly for the development of the visual representation of the findings including
tables and charts.
Keywords: Advertisement, Customer Purchasing Behavior, Electronic Media and Print Media
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Chapter 1: Introduction
Historically, advertisement has played a considerable role in the marketing of different
products. For a clear understanding of the purpose and objective of the study, it is important to
first understand the meanings of consumer behavior and advertising. Advertising, as defined by
Coley & Burgess (2003) is a creative communication technique used by businesses aiming at
convincing consumers to buy certain goods or services. In advertisements, businesses consider
informing the target customers the details about the product or service they persuade the
consumer to purchase and the benefit that the purchase of such a product would bring to the
client (Berry, 2000). In light of this, advertisement plays a role in convincing the buyers to
consider purchasing a particular product or service over the other. I addition, advertisements
encourage the buyers to purchase certain products in larger quantities than they could have
otherwise purchased.
Therefore, it is important to understand both advertisements and consumer behavior.
According to Vinerean, Cetina, Dumitrescu &Tichindelean (2013), consumer behavior is the
sum of all the consumer’s decisions, attitudes, intentions, perceptions and preferences about the
goods and services offered in a particular market. It is noteworthy that most of the studies
relating to consumer behavior are grounded on social sciences fields including anthropology,
psychology, economics, and sociology. As such, different organizations consider diverse
advertisement approaches including the use of print media such as magazines, newspapers, and
journals. Notably, most of the businesses conduct an extensive market survey before choosing a
particular advertisement method (Moskal & Leydens, 2000). In this regard, most of the
businesses in the Saudi Arabian Airline industry conduct a cost-benefit analysis before creating
an advertisement.
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1.1 Problem statement and purpose of the study
In the contemporary world, conducting business is increasingly becoming competitive
especially because of the advancements in technology. Technology is not only creating
awareness among the consumers but also changing the way different businesses conduct
advertisements to expand their market base and customer loyalty among other advantages. It is
noteworthy that both globalization and technology are opening various channels that businesses
can adopt to reach their target customers. With globalization, for example, customers are
accessing different markets. The latter is making both small and medium enterprises as well as
big companies to develop new advertisement strategies to ensure that they not only capture new
customers but also maintain the newly captured markets. As argued by Coley & Burgess (2003),
advertisements that are psychologically and emotionally attractive highly influence the
customer’s purchasing patterns.
When the market presents a variety of alternative products, consumers are highly likely
to purchase the products and services that they find more psychologically and emotionally
attracted to them (Arens, 2005). In addition to stimulating customer attitudes, advertising
reminds consumers about particular products while keeping them updated. In light of this,
advertising is a critical marketing tool for it convinces the consumers not only to purchases
certain goods and services but also become loyal customers. However, many businesses
consider advertising expensive. As such, many companies fail to explore advertising as media
for stimulating customers and make them buy more goods or services. It is because of this
misconception that this study finds it worth investigating the impacts of advertisements on
consumer’s purchasing patterns.
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Therefore, the purpose of this study is to establish whether advertising activities affect
consumer purchasing motives and preferences as well as loyalty across the Saudi Arabian Airline
sector. In this regard, this study is of great academic importance because the researcher and other
individuals will gain insight into the effects of advertising activities on customer purchasing
patterns. Besides, this research is significant to businesses because it presents sufficient data
demonstrating the role of the organization’s advertising activities on convincing customers to not
only make purchases but cultivating the consumer’s purchasing behavior. In light of this, the
study purposefully collects data from a range of credible and scholarly materials addressing this
concern in addition to the analysis of data gathered through questionnaires on customer
experiences on advertisements.
1.2 Research objective
The underpinning objective of this exploration is to gather relevant and beneficial
information on the impacts of advertising on consumers purchasing behavior. It is noteworthy
that the availability of products and services in the market is not an assurance that the consumers
will purchase them (Bansal & Gupta, 2014). Besides, the emergence of technology and
globalization increases competition in the market because investors form different regions with
relatively similar and some different ideas converge in the same market. As such, consumers end
up having a wide range of products from which they can choose according to their preferences,
needs, and other factors. It is because of these factors that advertisement emerges to make the
consumer more attracted to a particular product and not the other (Arens, 2005). This study,
therefore, aims at gaining considerable information regarding the effects and plausible changes
to consumer purchasing behavior because of advertisements. Further, this research considers
having the necessary knowledge on the matter to help the current and future businesses on how
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to ensure that they create attractive advertisements to the consumers. Coley & Burgess (2003)
argue that customers are highly attracted to psychologically and emotionally attractive adverts.
As such, this study will examine the efficacy of pathos and logos in advertisements and their
effects on ensuring that the customers purchase a particular brand in a highly competitive
market.
1.3 Research questions/hypothesis
Although consumers get into the market with the knowledge of what to purchase in many
cases, advertisements make the customers change their initial thoughts and purchase an item
because of its appearance and other factors triggered by the adverts? To gain the desired insight
on the effects of advertising on customers, this section creates critical questions whose answers
would permit the research to collect the necessary data for analysis. As such, for this research to
meet its objectives and the purpose, it is important to respond to the below questions.
a) Is there any link between the willingness of a consumer to purchase a product or
service and the print media?
b) Does the psychological and emotional appearance of an advert matter to the
customer?
c) Is there any link between the willingness of a consumer to make purchases and
radio advertisements?
d) Can a visual advert attract consumers more than an audio advertisement? What
about the effects of an audiovisual advert on either television or social media
platforms?
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e) Is there any link between the desire of a consumer to make purchases and the
advertisements observed on the television?
1.4 Study importance
It is noteworthy that many business organizations have concentrated on the
misconception that advertisements are expensive in the modern-day business environment. The
significance of this study is to establish the correct knowledge about advertisements and their
power to convince customers to purchase a particular product or service. Also, the findings from
this research will enable the businesses to gain competitive advantage through loyalty among the
consumers because of the attractiveness of the advertisements they create. This research also
helps the researcher understand the role of advertisement in influencing the consumers to make
purchases while enhancing the researcher’s research skills. According to Muhammad & Alkubise
(2012), understanding the role of advertisement in marketing is essential for the entrepreneurs
towards the sustainability of the business. The findings from this study will help the Saudi
Arabian Airline industry to reconsider creating more emotionally and psychologically attractive
adverts and hence attract a considerable number of clients.
1.5 Study Limitations
While this research concentrates on the effects of advertisements on the client’s
purchasing patterns, it assumes relatively low market dynamics and considerable economic state
within the market. In this regard, this study does not consider the influence of other factors on
consumer purchases. Also, because advertisements have the power to influence purchases, this
research fails to consider the barriers to creating effective advertisements. Another limitation of
this study is that the consumer may continue to purchase a particular product because of the taste
and costs among other factors but the business credit advertisement. As such, this research
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recommends that future studies may consider the influence of advertisements among highquality brands that uses cost leadership marketing strategy or the influence of advertisements for
brands that operate in a less competitive environment.
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References
Arens, W. B. C., (2005). Contemporary Advertising. Burr Ridge: Mc-McGraw-Hill Irwin.
Bansal, M., & Gupta, S. (2014). Impact of newspaper advertisement on consumer behavior.
Global Journal of Finance and Management, 6(7), 669-674.
Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing
Science, 28(1), 128-137.
Coley, A., & Burgess, B. (2003). Gender differences in cognitive and affective impulse buying.
Journal of Fashion Marketing and Management: An International Journal, 7(3), 282-295.
Moskal, B.M. & Leydens, J.A., (2000). “Scoring Rubric Development. Validity and reliability.
Practical Assessment”, Research and Evaluation, 7(10) pp 67-75.
Muhammad, B. A., & Alkubise, M. (2012). “How online advertisement does affect consumer
purchasing”. European Journal of Business and Management, 4(7), pp 208-218.
Vinerean. S., Cetina. I., Dumitrescu. L., Tichindelean.M (2013). “The Effects of Social Media
Marketing on Online Consumer Behavior”. International Journal of Business and
Management, volume 8 issue 14, pp. 66 – 74.
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