Impact of Advertising on Consumer Behaviour in Lalitpur, Nepal

This report investigates the impact of advertising on consumer behavior within the clothing industry in Lalitpur, Nepal. It begins with an introduction highlighting the importance of advertising in promoting goods and services and its influence on consumer purchasing decisions. The problem statement focuses on the challenges faced by clothing businesses in effectively advertising their products in a competitive market. The research aims to propose a suitable advertising strategy that positively influences consumer behavior in Lalitpur, considering cultural and demographic factors. The objectives include identifying advertising factors, exploring their relationship with advertising companies, examining challenges, and recommending sustainable standards. The methodology employs a mixed-methods approach, utilizing both qualitative and quantitative data collection and analysis techniques. Qualitative data is gathered from online articles and previous literature, while quantitative data is collected through interviews with clothing business managers. The report outlines the research design, data sampling methods, and data analysis techniques, including thematic and descriptive analysis. The report also includes an introduction, problem statement, aims, objectives, and methodologies used in the research.

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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the behaviour of consumers and how advertisements may help to change the consumer
behaviour. There is a huge competition within clothing industry mainly in urban areas such as
Lalitpur in Nepal. In order to sustain in this highly competitive industry, the clothing businesses
needs to promote or advertise their products or services in the most effective way (Haugtvedt,
Herr & Kardes, 2018). However, there are various methods or techniques used for advertising
and it is not possible for each and every business to invest equally for the promotions. Hence, it
becomes a issue to select an effective and cost efficient advertisement method to attract more and
more customers (Clark, Brock & Stewart, 2019). There are also organisations which are
concerned with the selection of advertising method as there are both negative as well as positive
impact of advertising on consumer and their buying behaviours. It is essential to identify the
relationship between advertising , consumer behaviour and satisfaction in order to increase sales
and profitability. Therefore, researcher tried to identify the possible or negative impact of
advertising within clothing businesses in areas such as Lalitpur, Nepal in this particular research.
The study will also assist in identifying the major challenges faced by organisations to advertise
their products or services in the market. In addition to this, sustainable marketing strategies will
also be determined in this research.
1.3 AIMS AND OBJECTIVES
Aim -"To propose a suitable strategy for advertising that will have a positive impact on consumer
behaviours in the urban areas of the Lalitpur in Nepal based on culture, demography and
attitudes toward the clothing businesses"
Objectives
 To introduce different factors of advertising that would work independently and attack
customers for the area of Lalitpur in Nepal.
 To explore the impact of issues and their relationship with advertising companies for
their working strategies in respect to places of billboard, broadcasting media, or one-to-
one flyers in the door-to-door services.
 To examine the significant challenges the advertising companies encounter to maintain
the standards for work independently and customer satisfaction.
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 Recommend sustainable and excellent standards for the advertising companies to work
independently and customer satisfaction while working in Lalitpur for clothing stores in
Nepal.
1.4 METHODOLOGIES
In order to examine the impact of advertising on consumer behaviour in clothing businesses
within Lalitpur, Nepal, it is very important to choose the appropriate research methods. The
assessment of the variabled related to advertisment and consumer behaviour or attitude can be
performed effectively is proper research methods are used.
1.4.1 Research design
In this particular study, researcher has used mixed methodology it is effective in formulating a
comprehensive set of guidelines concerning the problem and it is a widely accepted methodology
utilised for investigating organisational phenomenon. Therefore, the researcher will use both
qualitative and quantitative methods; qualitative method will assist in understanding the
preference of Lalitpur consumer towards clothing products and advertising related to these
products (Anae, 2019). Qualitative data is collected through online articles, previous literature
that helps to understand different views and perceptions. On the other hand, quantitative
approach will be a merger with qualitative method to identify the changes in variables or other
factors within the clothing businesses in Lalitpur, Nepal such as age, number of sales,
advertisement etc. Quantitative research method will be useful in gathering numerical data which
can be effective in reaching to a specific conclusion. Although, this is not a quantitative study,
the researcher will gather secondary information through the previous literatures and studies for
obtaining the final result.
Therefore, in order to identify the possible factors for the preparation of hypothesis and research
questionnaire and the other research procedures, a secondary source of data will be considered
and will be obtained from online published documents for the city of Lalitpur, Nepal. In order to
collect qualitative or secondary data researcher will also use journals and articles for better
understanding of the impact of advertising on consumer behaviour and related concepts
(O'Donoghue 2019). On the other hand, primary or quantitative data will be number of sales,
number of customers in Lalitpur, advertisement related sales etc., which will be gathered from
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managers working in clothing businesses. In order to develop the hypothesis or questionnaire,
researcher identified the following variables related to the subject of this research -
Figure 1: Dependent and Independent variables
(Source: Rana, 2018)
1.4.2 Data Sampling
The quantitative data method will be used for collecting information related to the number of
sales in clothing sector in Lalitpur, designs available, number of customers etc. These data will
be collected by conducting interview with 20 managers working clothing organisations in
Lalitpur. The interview will be conducted by choosing random managers in different clothing
businesses. Interview is an effective method for collecting primary data as it assist to gather real
time information without any manipulation, it is also unused data that increases reliability of the
research (Fowler, 2013).
1.4.3 Data Analysis
The data collected through both qualitative and quantitative methods will be analysed using
appropriate analysis approach. The qualitative data will be analysed using thematic analysis, the
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secondary data will be presented by developing themes to understand the different elements
related to the research. On the other hand, primary data will analysed using descriptive method,
the data will be presented using graphs and charts along with interpretation and discussion
(Chambers, 2018).
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REFERENCES
Anae, M. (2019). Pacific Research Methodologies and Relational Ethics. In Oxford Research
Encyclopedia of Education.
Chambers, J. M. (2018). Graphical methods for data analysis. CRC Press.
Clark, E. M., Brock, T. C., & Stewart, D. W. (Eds.). (2019). Attention, attitude, and affect in
response to advertising. Psychology Press.
De Mooij, M. (2019). Consumer behavior and culture: Consequences for global marketing and
advertising. SAGE Publications Limited.
Fowler Jr, F.J. (2013). Survey research methods. Sage publications.
Haugtvedt, C. P., Herr, P. M., & Kardes, F. R. (Eds.). (2018). Handbook of consumer
psychology. Routledge.
Lapierre, M. A. (2019). Advertising literacy and executive function: testing their influence on
children’s consumer behavior. Media Psychology, 22(1), 39-59.
Nair, S. R. (2020). Cause-Related Marketing and Consumer Buying Behavior: Opportunities
and Challenges. In Emotional, Sensory, and Social Dimensions of Consumer Buying
Behavior (pp. 324-348). IGI Global.
O'Donoghue, T. (2018). Planning your qualitative research thesis and project: An introduction
to interpretivist research in education and the social sciences. Routledge.
Rana, A. (2018). Facebook Marketing and its Influence on Consumer Buying Behaviour in
Kathmandu. Journal of Business and Social Sciences Research. 1. 111-118.
Stafford, M.R. and Faber, R.J. (2015). Advertising, promotion, and new media. Routledge.
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