Sarfraz Ahmed1, Aqeel Ahmad2,
Qasim Ali Nisar3, Muhammad Azeem4
1,2 MBA, Department of Management Sciences,
University
Of Sargodha, Gujranwala Campus
3Lecturer,
Department of Management Sciences, University of Sargodha Gujranwala Campus;
PhD
Scholar, College of Business, School of Business Management, Universiti
Utara Malaysia,
4PhD Student, School of
Business Management, Universiti Utara Malaysia, Visiting Lecturer. Department
of Management Sciences, GC University Faisalabad, Sahiwal Campus Pakistan
ABSRTACT
Advertisement and
brand preferences play a vital role during incremental processes of changing
the consumer buying behavior in an efficient way to boost up the performance of
any business. The purpose of this study is
to determine the influence of brand preference and advertisement on consumer
buying behavior in the general public at Gujranwala city. Questionnaire survey method
was used to collect the data by using non probability convenient sampling
technique. Results enlightened that advertisement and brand preferences have
strong positive and significant relationship with consumer buying behaviors.
This study elaborated that teenagers are more conscious about branded products
for the sake of their social status and advertisement play great role to shape their
buying attitudes.
Key Words: Advertising,
Brand Preference, Consumer Buying Behavior.
Introduction
Now
a days in emerging and global markets the businesses war is not condensed only
to the price but the customer’s loyalty, attraction, perception and building
good relationship are matter lots (Hassan et al., 2011). Due to industrial
development and emerging markets every business enterprise is trying to become
the market leader and makes success by leaps and bounds. This is right thinking
but complexity in the competition may not allow the businesses to go in the
right direction in an easy way. In these circumstances, advertisement play
crucial role to solve these issues. Large numbers of customers that are
dissatisfied may become satisfy by using right time and direction of
advertisement (Malik, Ghafoor, Iqbal, Ali, Hunbal,
Noman, & Ahmad, 2013).
Moreover,
Ajzen (2002), described that consumer’s buying behavior every time given so
much prominence as well as space in the literature of the study likewise impact
of advertisement relating to organizational efficiency. If the consumer’s
behavior is not properly managed according to his liking then advertisement
process becomes to end and all efforts become useless. Brand image assist
appreciation of customers toward a product favorably. Branded products
emphasize the loyal behavior towards the business. The purpose of advertisement
is to let slip the necessities of clients and provide them satisfaction. To
realize that goal the analysis of the consumer’s behavior is very necessary.
Without understanding behavior of consumers, it is impossible to determine
customer’s need, requests and the variables that may leads to their motivation
(Odabaşı et al, 2005).
Advertisement is really a chief
aspect in creating the buying behavior and the brand preference. However
large numbers of obstacles may detain ad’s paraphernalia on selection of brand
and buying behavior of consumer (Lane Keller, 1987). Advertisement plays a
very important role to enhance any entity performance because it is a proven
tool for the getting the attraction of customers. Advertisement may make an
enterprise as much flourish as it may appear on globally level. In Pakistan due
to advertisement people’s behavior can be change in positive sense regarding to
a product (Malik, Ghafoor, Iqbal, Ali, Hunbal,
Noman, & Ahmed, 2013). Business
enterprises may gain fruitful advantage by applying the current study results
of preferring and buying behavior trend that may change due to advertisement at
Gujranwala of people belonging to all age level.
As
through attractive advertisement campaigns, people may prefer a brand and may
create willpower of buying the advertised product, therefore the purpose of
current study is to examine the impact of advertisement on brand preferences
and on consumer’s buying behavior.
Literature Review
Advertisement
Arens,
(1996), enlightened that advertisement is may be communication process, a
social and economic process, public relation process, marketing process and the
persuasive process of an information. As Etzel et al. (1997), examined that
marketers build public relation promote their enterprise’s sale level and make
advertising. Moreover, according to Datta (2008), advertising is a non -
personal dispersion of a message in convincing manner about any desired product
or for other objects by using multiple media. Multi aspects are involved in the
determination of perception regarding advertising notification ( Iljin, 2000;
D. Jokubauskas, 2003).
However
the aspects that play precious role are psychological, emotional, behavioral
and cognitive. Psychological aspects of advertisement give the signals
regarding the understanding of a unique personality or may be for a group by
applying different principles and researching techniques (Kotler, 2003).
Moreover, emotional aspect of
advertising also plays a crucial role in the differentiation of products
according to mood of users. Emotional aspect of advertisement ensures the
different ways of presenting a product that are emotionally equipped or
suitable according to the specification of customer. Similarly, behavioral
aspect of advertisement is related to the actual customer’s reaction. In
addition, Cognition aspect of advertising is related to perception of people’s
regarding to the information of advertisement. Cognitive aspect includes
attention, perception, thoughts, recognition or assimilation (Jokubauskas,
2007)
Consumer’s
Brand preferences
Brand preference is the
propensity of behavioral trends by reflecting customer’s predilection toward a
brand. Moreover, the brand preference is the biasness of the behavior of a
consumer relating to buying product of a certain brand.
Furthermore, according to
Markus and Zajonc (1982) individuals’ preferences show the behavioral
tendencies. If the emotions of a customer match to a particular brand offerings
then he will show the more preference toward that brand. In the same way,
Ayanwale et al.,(2005) argued that when there are large number of competitors
are be present in the market and are offering a variety of things and the customer have different brand choices then
the producers should identify the different factors that lead to customer’s
alliance.
People prefer TV
commercials and therefore business enterprises must stretch proper consideration
to attract the customer for brand loyalty and its preference. Sharma and
Bishnoi, (2009), examined that the influence of an ad differently attract to
rural and urban teenagers. Rural teen agers are greatly influenced by the
advertisement, because the urban teenagers only prefer those products ads from
which they consider more value than their anticipation.
Brand image is an implied
tool that ensures the competitive advantage to the company. It is the
multidimensional arrangement with the customer (Dastoor et al., 2012). It helps
to discriminate a company’s product from its competitors. Brand image assist
appreciation of customers toward a product favorably. Branded products
emphasize the loyal behavior toward the business. In absence of brands people will
not prefer a product from another. In these circumstances the consumer would
give the equal importance to the products of all companies. Advertisement in
such cases may be useless (Dastoor et al., 2012).
Consumer Buying Behavior
Consumer buying behavior
is the emotional feedback which become settled afterward the advertising
campaign for a product (Allen.et al., 1992). The purpose of analyzing the
consumer’s buying behavior is to examine the reason of reacting under the
specific situations in the certain ways. It attempts to establish the factors
that force consumer behavior, especially the monetary, social and emotional
aspects which can specify the most favored marketing mix that management should
choose. Consumer behavior examination helps to regulate the course that
consumer behavior is expected to make and to give supreme trends in product
development, attributes of the substitute communication method (Proctor et al.,
1982)
Meanwhile, consumer’s
buying behavior based on the liking and disliking of the particular products
and liking and disliking of the customer is really matter regarding the
advertisement of the particular product and it can change the behavior of the
consumer (Smith et al., 2006).
Advertisement
and Brand Preferences
People select and prefer the brands on the basis advertising and
the major causes of their preferences is the strong positively campaign of
advertising (Ayanwale, Alimi, &Ayanbimipe, 2005). One of the previous
studies also identified that advertisement has significant and positive
relationship with consumer brand preferences (Karadenóz,
1987). In addition, there
is a strong positive impact and momentous relationship of advertisement and
brand image with the consumer buying behavior (Malik,
Ghafoor, Iqbal, Ali, Hunbal, Noman, & Ahmed, 2013) and brand image ultimately leads
towards brand preference.
Furthermore, Loewenstein et al.
(2011) examined that advertisers try to find the ways that will lead to achieve
the incremental consumer’s commitment tendency with brands. On the other hand, to
positively shape the brand preference is really a challenging. Due to changing
the life style of people trends of advertising must be updated, but there are a
number of challenges and various trends are prevail, therefore the pressure on
brand management and on marketing are increasing (Thomas, 2011). Moreover, The
different variety of responses to advertisement for the new products and
well-known brand: An individual having a positive emotional perspective led to
a more progressive attitude in the direction of advertisement, the brand and
his intention will be affirmative to purchase the product of well-known brands
than the new one. Similarly an individual who is belonging to non-emotional
context will be run as more encouraging responses toward the new brand than
intended for well-known brand (Pelsmacker&Janssens,2005). There are number
of previous studies that identified significant relationship between
advertising and brand preferences (Acikalin, Watson, Fitzsimons, & Platt,
2015; Ayanwale, Alimi, & Ayanbimipe, 2005; Cummings, Giovino, &
Mendicino, 1987; D'Souza & Rao, 1995; Liu & Shankar, 2015). Thefore, on
the basis of above mentioned literature, follwoin hypothesis is proposed:
H1; There is
significant and positive relationship between advertising and brand preference
Advertisement and Consumer Buying Behavior
Ahmad and Ashraf (2013) elaborated
that advertisement campaigns has significant influence on purchasing behavior
or buying trends of the consumer (Ahmed & Ashfaq, 2013). In addition, Farooq et al. (2010) also
proposed that comic factor in the field of advertisement through TV ads affect
the interest, attention, desire and actions of the consumer, Afterwards the
buying behavior of the consumer also affected by the TV ads. Moreover, another study examined that
advertisement has progressive and statistically significant effects; however,
due to the factors of rural regions this effect becomes negative but
statistically significant on the consumers buying behavior. Furthermore,
factors of rural extent are negatively but advertisement positively allied with
the consumer buying behavior.(Fazal
ur Rehman, Nawaz, Khan, & Hyder,
2014).
Jakštienė, Susnienė, & Narbutas (2008) explained that the customer
influenced by advertising through the cognitive aspects. Theoretical base
analysis of advertising identified the three aspects behavioral, emotional and
cognitive. The survey outcomes revealed that when these psychological aspects
becomes under the study then customer’s consideration typically influenced by
unsolicited mail and ads in press. Similarly, John Deighton,
(2008) enlightened that advertising persuades the brand swapping without
affecting the repeating rates of purchasing of those consumers who purchased
the branded products by the way. Switching inspiration to be generally narrowed
amongst the previous and current purchase occurrences. Meanwhile, previous
studies also proved significant association between advertising and consumer
buying behaviors (Farooq, Shafique, Khurshid, & Ahmad, 2015; Kumar, 2015;
Mohr, Webb, & Harris, 2001). Thefore, following hypothesis is propsed:
H2; There is significant and
positive relationship between advertising and Consumer Buying Behaviors.
|
|
Construct
|
Mean
|
SD
|
1
|
2
|
3
|
|
1
|
Advertisement
|
4.02
|
.48
|
--(.90)
|
|
|
|
2
|
Brand Preference
|
4.18
|
.51
|
.361**
|
--(.82)
|
|
|
3
|
Consumer Buying Behavior
|
4.12
|
.43
|
.427**
|
.551**
|
--(.89)
|
Theoretical Model
Research
methodology
The
main purpose of this study is to examine the relationship between
advertisement, consumer’s brand preference and consumer’s buying behavior. The
nature of the study is descriptive
and quantitative.
Questionnaire Design:
Questionnaire
survey method is used to explore these relationships. Questionnaires is
includes two sections. First section is about to personal profile of plaintiffs
or respondents such as gender, age group, educational level, nature of
employment and length of employment. Second section compacts with the under
study variables (Advertisement, consumer’s buying behavior and consumer’s brand
preference).
|
CR
|
AVE
|
Adv
|
BP
|
CBB
|
|
|
Advertisement
|
0.863
|
0.654
|
0.819
|
||
|
Brand Preference
|
0.846
|
0.514
|
0.322
|
0.787
|
|
|
Consumer Buying Behavior
|
0.854
|
0.691
|
0.21
|
0.301
|
0.831
|
Sampling:
Data
have been collected by applying non probability convenient sampling technique
and sample size for this study was 250. All the scales used in the study were
taken from previous research.
Demographics: We
circulated 350 questionnaires among the respondents but out of which 200
questionnaires were correctly responded by respondents.168 were filled by male
and 32 by female and with percentage of 84% and 16% respectively. Generally respondents
are belonging to the 26-45 years group level with the highest percentage 51.5%.
After to this 46% percentage is of those respondents that are belonging up to
25 years age group level, and 2.5% respondents were belonged to 46-55 years age
group level. Furturemore the respondents were 24%,75.5%, 0.5% belonged to
Bachelor, Master and PHD education level respectively.
Findings:
Table1: Descriptive
Statistics
|
Mean
values for Advertisement, Brand preferences and consumer Buying behavior are
4.02, 4.18 and 4.12 respectively. Similarly the values of standard deviation
for all the above mentioned variables are 0.483, 0.515 and 0.436
respectively. Table 1 showing the
correlation between the under study variables advertisement, brand preference
and consumer buying behavior with 0.361and0.427 respectively.
|
|
|
Table2: Psychometric Analysis
To
check the validity of the model like discriminant and convergent the above
mentioned table is picked up after running the data in (Moliner, Martínez-Tur, Peiró, Ramos,
& Cropanzano, 2005)"Analysis of Moment Structures". The model has the
convergent validity because the values of composite reliability and AVE are
more than 0.8 and 0.5 correspondingly. As concerns to the discriminant validity
its existence is hinge on the specific conditions of the values of AVE and
correlation. For discriminant validity the values of AVE‘s square root must be
more than the correlation. AS the values of correlation in the model are less
than AVE’s square root values so discriminant validity is existing in the
model.
Table3: Fit Indices
|
Fit Indices
|
CFA
|
SEM
|
|
Chi-square/df
|
2.99
|
3.01
|
|
GFI
|
0.94
|
0.95
|
|
AGFI
|
0.82
|
0.81
|
|
CFI
|
0.95
|
0.94
|
|
RMSEA
|
0.06
|
0.07
|
|
|
|
|
In
Table 3 the results of fitness of
model are presenting form both dimensions like SEM
and CFA. At the first place goodness of fit index signifies the variance
covariance matrix. The variance covariance matrix is declaring that the model
is good fit because its value is more than 0.90. To prove the fitness of the
model AGFI adjusted GFI also take part because its value is superior than 0.8
so it indicates that the model is moral fit. The comparative fit index is being
representing by GFI and is viewing more accurate values that are demonstrating
that the model is proximate to absolute fit because of exceeding value than
0.9. RMSEA stands for “root mean square error of approximation”. It is also
specifying that the model is good fit because its value is less than 0.10.
Table
4: Structural Model Regression Weights
|
Estimate
|
S.E.
|
C.R.
|
P
|
|||
|
Brand Preference
|
<---
|
Advertisement
|
.453
|
.081
|
.057
|
.01
|
|
Consumer Buying Behavior
|
<---
|
Advertisement
|
.497
|
.076
|
1.255
|
.02
|
The
Table 4 results shows that advertisement has a positive and significant impact
on consumer’s brand preferences and consumer’s buying behavior as (b= 0.453; b= 0.493p<0.05) respectively. Therefore, H1 and H2 are supported.
Conclusion:
The
purpose of our study was to examine the relationship between advertisement, consumer’s
buying behavior and consumer’s brand preference. To achieve that goal method of
survey of questionnaire was adopted and responses of respondents were collected
by using non probability sampling techniques. Results revealed that advertisement
has strong positive effect on consumer’s buying behavior. Moreover, advertisement
also has strong positive and significant on consumer’s brand preference. In
conclusion, if advertisement campaigns properly managed then it can generate
the ambition to buy the product and will show the positive trend of consumer’s
buying behavior and brand preference. Advertisement stays a huge marketing
weapon to get the desirability of the customer’s mind and then stay in it.
This
research can provides the better insights to the businessmen that how they can
make best marketing strategies, find promotional tools, aware customer’s
behavior and their preferences and the level of change to enhance the
customer’s perceived value. This study can provide the help to investors
seeking for investment to invest in the famous branded due to their preferring
level. This is the real truth that customer’s behavior and their preferences
are influenced by advertisement. So advertisement play crucial rule to match
the product with the desirability of customers.
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