Professional Project: Analyzing Advertising's Effect on Consumers

This project plan, submitted for the BUSN20019 Professional Project, explores the impact of advertising on consumer behavior. It begins with a concise title and a background section highlighting the importance of advertising in influencing consumer purchasing decisions. The plan identifies secondar...Read More

Running head: RESEARCH PROPOSAL
Project management
Name of the Student
Name of the University
Author’s Note

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RESEARCH PROPOSAL
1. Title
The paper mainly reflects on the impact of advertising on consumer behaviour.
2. Background and problem statement
Advertising is considered as one of the important tools that is mainly utilized for
stimulating the behaviours of the consumers by the ways of getting them informed or reminding
them about a particular product however it also persuades consumers for purchasing the
products.
However, in spite of the impact of advertising in influencing the buying behaviours of the
consumers, some of the organization often see advertising as one of the expensive projects and
therefore they do not use all the medium of advertisement that would create proper demand for
the products they sale. Therefore, the topic of the research generally becomes of the empirical
problem that is quite worthy of investigation.
3. Data source and research methodology
It is found that in order to undertake the research, the data sources which are used are
listed below:
1) https://bizfluent.com/about-7414742-advertising-influence-people-.html
2) http://www.ijmsbr.com/Volume%204%20Issue%2010%20Paper%2011.pdf
Furthermore, it is found that qualitative research will be undertaken in order to determine
the impact of advertising on consumer behaviour. It is found that a number of journal articles as
well as research paper are reviewed in order to collect information related with the research that
further helps in reaching to a particular outcome (Taherdoost, 2016).
4. Research questions
The research questions are listed below:
 Does advertising create awareness to consumers about the product?
 To what extend advertisement can influence the buying behaviour of the consumers?
 Does advertising generally include all the important information that is required by the
consumers?
5. Short literature review
According to Hamdi and Khemakhem (2019), a company generally helps in influencing
different prospective buyers with the help of advertisement by properly demonstrating how the
entire products works and how it can be able to solve the issues they face. On the other hand, it is
stated by Zeng et al. (2019) that the main aim of advertisement is to reduce doubts of the
consumers and generally influences the consumer to buy the product by assuring them about the
importance of the product.

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RESEARCH PROPOSAL
6. Gantt chart
Figure 1: Gantt chart
(Source: Created by Author)

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RESEARCH PROPOSAL
Bibliography
Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer
purchase intention. International Journal of Information Management, 42, 65-77.
Hamdi, R., & Khemakhem, R. (2019). Online Advertising and Consumer Behavior in Tunisia:
Identification of New Mediating and Moderating Variables. IUP Journal of Marketing
Management, 18(4).
Taherdoost, H. (2016). Sampling methods in research methodology; how to choose a sampling
technique for research. How to Choose a Sampling Technique for Research (April 10,
2016).
Tran, X., Nguyen, M., Luu, H. K. T., Ngo, N., Tran, M., Nguyen, N. B., & Tran, H. (2019).
Impact of Advertising and Public Relations on Tourism Development in Da Nang,
Vietnam. In Brand Culture and Identity: Concepts, Methodologies, Tools, and
Applications (pp. 1115-1131). IGI Global.
Zeng, F., Li, W., Wang, V. L., & Guo, C. (2019). The impact of advertising self-presentation
style on customer purchase intention. Asia Pacific Journal of Marketing and Logistics.