Influence of Advertising on Consumer Buying Behaviour: A Study of Middle Income Group in Gauteng

Qualitative study: An exploration of the influence of advertising on consumer
buying behaviour: A study of the middle income group in Gauteng.
[BOLD - INSERT YOUR TITLE HERE]
by
SHAMANTHA RAJARAM [BOLD - INSERT YOUR NAME HERE]
submitted in accordance with the requirements for the degree of
MASTER OF COMMERCE [BOLD - INSERT YOUR DEGREE HERE]
in the subject
BUSINESS MANAGEMENT [ BOLD - INSERT THE SUBJECT HERE]
at the
UNIVERSITY OF SOUTH AFRICA [NOT BOLD- INSERT YOUR INSTITUTE HERE]
APRIL 2018 [NOT BOLD]

TABLE OF CONTENTS
LITERATURE REVIEW
1.1 INTRODUCTION.............................................................................................................3
1.2 CONCEPT OF ADVERTISING.....................................................................................3
1.3 CONCEPT OF CONSUMER BEHAVIOUR.................................................................4
1.4 ADVERTISING AS AN INSTRUMENT OF MARKETING FUNCTION....................4
1.5 BUYING BEHAVIOUR OF THE MIDDLE INCOME GROUP PEOPLE...................5
1.6 PREVIOUS RESEARCH CONDUCTED ON THE TOPIC........................................5
1.7 CHALLENGES EXPERIENCED...................................................................................6
1.8 SOLUTIONS PROPOSED BY PREVIOUS RESEARCHERS..................................7
1.9 SUMMARY.......................................................................................................................7
1.10 REFERENCE................................................................................................................ 8

1.1 INTRODUCTION
According to Moriarty et al. (2014), promotion mix of the marketing strategies
that the company undertakes plays an important role in determining the success or
failure of a product or service. Advertising on the other hand is one of the most
effective tools of promotion. Percy and Elliott (2016), state that Advertising is a form
of mass communication that allows a company to communicate with the target
market. However, so and so state that advertising is a paid form of communication
which enables the company to send a message to the customers (Buil et al. 2014).
1.2 CONCEPT OF ADVERTISING
There are a number of modes in which a message can be advertised: print,
television, radio, audio, digital, OOH (OUT-OF-HOME) etc are (Lee and Johnson
2013). Print advertising dose not only include newspaper and magazine, pamphlets,
brochures, advertorial piece in newspapers etc (Pilelienė and Grigaliūnaitė 2014).
Television has also a number of ways for advertising there are banners are now a
popular means of advertising in television apart from commercials. Radio and other
audio modes use similar means of advertising however, with technology OOH has
changed; digital billboards along with traditional hoardings etc are used in OOH
(Jewell and Saenger 2014). The lasted mode of advertising is digital media, as social
media acceptance among the customers are rising more and more companies are
choosing to advertise on social media, both audio visual advertisements can be used
in this medium and with considerable less expense (Tiago and Veríssimo 2014).
Muratovic et al. (2014), there are advertising agencies that help other organizations
with their advertising content. In order to maximize the reach of the message it is
important to choose the right medium of advertising the medium which is most
effective for the target market. In this case there are also media planning agencies
which help companies to plan their budget according to the effectiveness (Maehle
and Supphellen 2015).
1.3 CONCEPT OF CONSUMER BEHAVIOUR
The ways in which consumers are influenced to buy a certain product or
service is known as consumer behaviour. According to Solomon et al. (2014), the
study of consumer behaviour helps the company to not only develop products and