Impact of Advertising on Customer Buying Behaviour: A Study on Zara

Research methods
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Abstract
The given report highlights the impact of advertising on a customer buying behaviour.
Advertising is one of the method through which company can promote their products and
services in front of customers. This study focus on having relationship between advertisement
and customer buying behaviour. A given report consist of background of topic, research aim and
objectives. Further it includes literature review to collect in depth knowledge about particular
topic. Thereafter it includes research methodology to analyses several method to collect data and
information.
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Table of Contents
Abstract ...........................................................................................................................................2
Introduction .....................................................................................................................................4
Research aim and objectives .................................................................................................4
Research questions.................................................................................................................4
Problem statement..................................................................................................................5
Justification of chosen topic...................................................................................................5
Value of this study..................................................................................................................5
Literature review .............................................................................................................................6
What is the importance of advertising within business environment?...................................6
What is the impact of advertising on customer behaviour?...................................................7
What are the challenges faced by managers of Zara while implementing advertisement
techniques within business environment?..............................................................................8
Research methodology.....................................................................................................................9
Research design......................................................................................................................9
Time plan..............................................................................................................................11
References......................................................................................................................................13
Books and journals ..............................................................................................................13
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Introduction
Advertising refers to the main source of communication tool between customer and
producer. Communication is done through various tool such as advertising, newspaper, music
and videos and internet etc. Advertising is regarded as the subset of promotion mix which is one
of the element of marketing mix. Advertising is the mass media which influences audience, but
television has having mass reach which is becomes a strong medium of advertising. The main
goal of advertiser is to reach to the potential customers and impact their buying behaviour,
attitude and awareness (Ene, 2021). Advertising resulting in impacting on changing in brands
frequently in mind of customers. Customer behaviour is depending on the advertisements which
is received from company. Advertising can be done through various methods such as television,
radio, newspapers and sponsors etc. which helps in attracting large base of customers.
Advertisements is creating personal contacts with targeting customers.
On the other hand, many of the organisation did not attach importance in advertisement
and this becomes an adverse impact on their output in context of sale of a products and services.
Companies are spending major part of their budget on advertising strategies to enhance
customers and promote products and services. These strategies result in impacting customer
buying behaviour (Chetioui, Butt and Lebdaoui, 2021).The organisation selected within present
report is Zara. It is a Spanish apparel retailer company which specialises in fast fashion and other
items such as accessories, clothes, shoes and beauty products. This report covers research aim
and objective and questions. Further, it consists of literature review and research methodology to
analyse data and information.
Research aim and objectives
Aim : “To identify the impact of advertisements on customer behaviour.” A study on Zara.
Objectives :
 To determine the importance of advertising within business environment.
 To analyse the impact of advertising on customer behaviour.
 To examine the challenges faced by managers of Zara while implementing advertisement
techniques within business environment.
Research questions
 What is the importance of advertising within business environment?
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