Research in Business Methodologies Report

Research in Business

TABLE OF CONTENTS
1.1 Introduction................................................................................................................................1
1.2 Problem statement.....................................................................................................................1
1.3 Aims and Objectives..................................................................................................................2
1.4 Methodologies...........................................................................................................................3
1.4.1 Research design..................................................................................................................3
1.4.2 Data Sampling....................................................................................................................4
1.4.3 Data Analysis......................................................................................................................4
REFERENCES................................................................................................................................6

1.1 INTRODUCTION
Advertising plays a vital role in each and every organisation, it assist a business to promote its
goods and services to a huge audience all around the world. According to Stafford and Faber,
(2015), Promotion of products or services in a business is done using a wide range of advertising
techniques such as marketing campaigns, billboard, broadcasting media, hoardings and many
more. These advertisements have a great impact on consumer behaviour as individuals are
attracted towards the products or services. Advertising spread awareness about the goods and
services offered by the organisations among people. An effective advertising helps to influence
customers perceptions and purchase decision. This research focuses upon the advertisement and
impact of advertisement on various factors of consumer buying behaviour. Nair, (2020) defined
that Consumer buying behaviour is highly influenced by several factors including brand image,
family and culture. Beside this, brand awareness also assists the customer to purchase a specific
product or service. Due to this every organisation mainly clothing businesses focuses on
advertising or promoting the products and services (Lapierre, 2019). Many research conducted in
order to identify the consumer behaviour or impulse purchase decision made by individuals.
These studies are conducted in developed countries and areas, however in case of areas like
Lalitpur, Nepal though Impulse purchase is common, there is not enough research on this
subject. Consumers in Lalitpur, Nepal are getting well informed with the increasing number of
supermarkets, shopping centers, increase in disposable income and growing independence of
youth consumers. Therefore, these consumers are dominating the clothing marketers with their
purchase decisions and it has enforced organisations to use advertising in the most appropriate
way to influence the consumer behaviour in Lalitpur. This study will examine the impact of
advertising on consumer behaviour with a deep insight towards the role of advertisement in
shaping the behaviour of consumers.
1.2 PROBLEM STATEMENT
As organisations are spending a huge amount of money on the advertisement with the aim of
keeping their product at the top of the customer's mind. According to De Mooij, (2019),
Advertisement has proven to be the most successful and effective tool for the communication but
organisations are still in the confusion that what are the main elements or factors that influence
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