Effect of Advertisment on Consumer Buying Behavior

Dhaliwal, Amrita

doi:10.18535/ijsrm/v4i9.09

Cited by 19 publications

(21 citation statements)

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“…Having obtained such information, the factors that influence consumers’ purchasing decisions can be identified effectively and used in the company’s marketing decision-making. Buying practice is a complex behavior, and an impulsive purchase made in consumer markets, also known as an unplanned, exciting and emotional purchase, is unlike planned or logical purchases (Khaniwale, 2015). Planned purchases are conducted with a fully specified and pre-planned process, and the buyer passes through the shopping stages reasonably, knowing the kind of product, characteristics and quality they want before entering the store.…”

Section: Discussionmentioning

confidence: 99%

Explaining the visual attention model in impulsive purchase behavior of tourism industry customers by theme analysis method

Farokhi,

Namamian,

Asghari Sarem

et al. 2023

JIMA

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Purpose This study aims to explain the model of impulsive purchase behavior in the Islamic Republic of Iran’s tourism industry. Design/methodology/approach This study uses the inductive–deductive approach for data collection. Field (interviews) and library (articles, books and theses) methods have been used for data collection. After determining the research variables, content analysis units (theme, category and markers) are specified. Academic experts and professionals in the subject area helped during the model design stage. Findings The results reveal 14 visual attention variables which are classified into four categories: attractiveness in the market, emotional reactions, improving the shopping style of tourists and visual advertising. Research limitations/implications This study focuses only on Iran. There is scope to expand the discussion with more interviews. The impact of the COVID-19 pandemic on tourism presented some unique challenges in participant recruitment. Future studies could focus on other Middle Eastern countries or other international areas. Moreover, future researchers could analyze other variables affecting impulsive purchase. Originality/value No other studies on tourism industry marketing have recognized the effective variables in impulsive purchase. To fill this gap, this paper explains the visual attention model in tourists’ impulsive purchase behavior.

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Section: Discussionmentioning

confidence: 99%

Explaining the visual attention model in impulsive purchase behavior of tourism industry customers by theme analysis method

Farokhi,

Namamian,

Asghari Sarem

et al. 2023

JIMA

View full text Add to dashboard Cite

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“…Being a complex and dynamic process, the study of consumer buying behaviour is of immense importance in marketing as it forms the basis of every marketing strategy, it facilitates the comprehension of buyers' thought processes, feelings and how they pick among several available options. Having an insight into these factors enables marketers to better predict the demand for their products and to develop products with a higher probability of success (Khaniwale, 2015).…”

Section: Complex Buying Behaviourmentioning

confidence: 99%

Impact of Social Media on Users’ Complex Buying Behaviour: Analysing the Mediating Effect of Perception and Moderating Effect of Extended Social Media Usage

Zahoor

Shah

2023

Management and Labour Studies

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In the contemporary business environment, the increasing competition and dynamics have made it very difficult for businesses to attract and retain customers. Understating the variables of consumer buying behaviour can go a long way in addressing this problem. This study explores the impact of social media on users’ complex buying behaviour. The mediating effect of perception has been studied between social media and users’ complex buying behaviour; also, the moderating effect of extended social media usage on the proposed relationships was evaluated. Data for the study were collected from social media users through an online survey using a structured questionnaire specifically developed and validated for the purpose. The data were analysed with the help of structural equation modelling using SPSS and AMOS software. The results of the study indicated that social media has a positive and significant effect on users’ complex buying behaviour as well as users’ perception. In addition, the results demonstrated that perception partially mediates the relationship between social media and users’ complex buying behaviour. Finally, the study indicated that extended social media usage acts as an enhancing moderator in the proposed framework. The outcomes of this study may be used as the basis by marketing managers to assimilate social media into the existing integrated marketing mix, to attract, retain and nurture customers.

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“…consumer buying behavior. Dhaliwal (2016) explained that advertisement plays an important role in modern era as it shapes the attitudes and perceptions of individuals and society which strikingly influences the customer buying behaviour. Any business can get on the road of success when it attracts and retains the consumers with profit and this goal is achieved when company builds a strong consumer perception for its product or service.…”

Section: Literature Reviewmentioning

confidence: 99%

Advertising and Its Effects on Consumer Behaviour in Kathmandu Valley

Neupane¹

2019

NCC Jnl

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Nowadays, advertisement is considered as one of the most message medium to influence buying habit of the consumer. This study aims to answer the questions that whether the demographic background of ultimate consumeri.e. Age, gender, education and occupation has a varying effect on the media preference due to advertisements. The sample of 115 questionnaires we redistributed and out of these 110 responses recorded and compared. The result indicated that respondents like preferred TV advertisements have been found more popular as compared to Radio, Print and other media.

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Effect of Advertisment on Consumer Buying Behavior

Cited by 19 publications

References 0 publications

Explaining the visual attention model in impulsive purchase behavior of tourism industry customers by theme analysis method

Explaining the visual attention model in impulsive purchase behavior of tourism industry customers by theme analysis method

Impact of Social Media on Users’ Complex Buying Behaviour: Analysing the Mediating Effect of Perception and Moderating Effect of Extended Social Media Usage

Advertising and Its Effects on Consumer Behaviour in Kathmandu Valley

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