The paper " The Influence of Advertising on Consumer Behaviour" is a good example of marketing coursework. Advertising is one of the key marketing functions that businesses engage in. The sole objective of advertising is to motivate the consumer to purchase the products or services offered by the business. Many businesses spend a lot of funds on adverts in order to gain a competitive advantage and also maintain their market share. In most cases, small or new businesses usually spend a huge amount of finance in advertising as opposed to well established and big companies. The discipline of consumer behavior has in recent years been studied widely as an area of research.
Sparked with the rapid developments that have taken place in the field of psychology, the study of consumer behavior has widely been explored (Otnes and Zayer, 2012). In order to understand consumer behavior, various researches have been conducted. Most of the studies usually focus on the feelings and undercover emotions that are exhibited by the consumer. On the grounds of the answers obtained, changes in the marketing mix are attained and also the streamlining of advertising occurs.
This paper seeks to examine the influence of advertising on consumer behavior. The study will, therefore, examine how advertising influences people cultures and thus affecting consumer behaviour. Problem Statement Various studies have been conducted in order to examine the influence of advertising on consumer behavior. The many studies conducted in order to examine the impact of adverting on consumer behavior have often used the psychological influence of advertising. For instance Dinu, (2012) on the impact of advertising on consumer behavior in Romania. The study mainly focused on how advertising impacts of the minds of the consumers and therefore leading to the development of a mental brand image which further influences the customers to purchase the product.
Additionally, similar studies on online advertising such the study by Priyanka (2012) discloses the fact that advertisers want the consumer to think that online advertising can be as powerful as the advertising that is conducted on the television. It can be stated that the studies focused on how advertising can play with the minds of the consumers in order to influence their behavior. There is a need to re-examining the influence of advertising on consumer behavior essentially using a different lens which is the cultural perspective.
This paper will, therefore, examine the cultural implications of advertising on consumer behavior. The study will, therefore, examine how advertising influences people cultures and thus affecting consumer behaviour. 1.3 Objective of the Study The objective of this study is to investigate determine the cultural implications of advertising on consumer behaviour. 1.3.1 Specific Objectives The study will be guided by the following specific objectives. To investigate the influence of advertising on consumer behaviour To examine the various Theories and Models of Advertising and its Influence on consumer behaviour To determine the effect of advertising from various cultures on consumer behaviour 1.4 Research Questions The study seeks to answer the following research questions. To what extent does advertising influence your purchase behaviour? Would you purchase a product that has you have not seen in an advertisement What are the effects of advertising from different cultures on your buying behaviour? What are the major effects of different types of advertising on your buying behaviour?
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