Advertisings effect on the buyers decision making process

Running head: ADVERTISINGS EFFECT ON THE BUYERS DECISION MAKING
PROCESS
Advertisings effect on the buyers decision making process
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1ADVERTISINGS EFFECT ON THE BUYERS DECISION MAKING PROCESS
Abstract
Advertising refers to the form of communication that is generally intended for
convincing the audiences in order to make a purchase as well as for taking some actions upon
the information, products or services etc. It is to note that the process of purchase is a
decision-making process that is under risk. This research study is in relation of the affects or
impacts of advertisements in the decision making process of the buyers. It investigates the
relation in between the independent variables that are emotional responses with the
behavioural and the attitudinal aspect of the buyers’ buying behaviours by means of tapping
the responses of a total of 110 respondents. The main objective of the research study is to
analyse and assess the impact of advertising and analyse it in between males and females.

2ADVERTISINGS EFFECT ON THE BUYERS DECISION MAKING PROCESS
Table of Contents
Abstract......................................................................................................................................1
1. Introduction............................................................................................................................3
2. Literature Review...................................................................................................................4
3. Methodology..........................................................................................................................7
4. Data Analysis and Interpretation............................................................................................9
5. Results..................................................................................................................................11
6. Conclusions..........................................................................................................................11
References:...............................................................................................................................13

3ADVERTISINGS EFFECT ON THE BUYERS DECISION MAKING PROCESS
Topic: Advertisings Effect on the Buyers Decision Making Process
1. Introduction
Almost each one of use has grown up in a world that is flooded with a large range of
mass media such as television, films, magazines, advertising, music, movies, internet and
newspaper. Among all the marketing weapons, advertising is considered to be the subset of
promotional mix and that is one among the 4Ps in the category of marketing mix, i.e.,
product, price, place and promotion. Being one of the promotional strategies, advertising do
serves as one of the key tools in the making of product awareness among the minds of all the
potential customers in order to take an eventual purchase decision. It is to note that
advertising, by each and every medium, influences the audiences (Xu et al., 2011). However,
television is always considered to be one of the powerful and the strongest means of
advertising because of its mass reach. Due to this reason, it has the potential to influence the
attitudes of the individual, their lifestyle, behaviour, exposure as well as even the culture of
the entire country.
In this modern world of advanced science and technology, each and every one is
surrounded by media and advertising and therefore, it is very important to what actually
influences a person or an individual to act in the way he or she acts while buying certain
things. With the same, it is also important for an advertiser to understand the various buying
behaviours and tendencies of the everyday customers. The evolution of advertising and
advertisement dates back into the earlier times (Kumar & Raju, 2013). The ancient societies
used to make use of pictorial signs and symbols in order to attract the users of the product.
Hence, it can be said that these elements were in use for the purpose of product promotion
over centuries. In the today’s modern world, advertisement has become one of the key