Impact of Advertisement on Customer Buying Behavior in Shopping Goods.

ABSTRACT:

Study Objectives: The purpose of this proposed study is to determine the impact of advertisement on customer
buying behavior in shopping goods. Furthermore it identifies the buying behavior of customer during shopping.

Research Design/Methodology: this study is quantitative in nature. Based on survey design, the data will be
collected using close ended questionnaires from 100 customers at shopping malls in Lahore. The data will be
analyzed through structural Equation Modeling and independent sample t-tests using SPSS software to
substantiate the research hypotheses.
Research limitations: this study will be focused only at buying behavior of those customer who done shopping.
Sample size will be 100 that might be limited and prevent the results to be generalized to a larger population.
The study will conduct only in Lahore.

Practical implications: the study indicates the impact of advertisement on customer buying behavior. The
results of this study will helpful for marketer to make such advertisement which increase the sales of the
product and also understand the behavior of customer during shopping.

Keywords: Advertisements, Awareness, image, buying behavior.

MODEL OF THE STUDY

Advertisment Buying
Awareness Image
behaviour

Research question and hypothesis:

In this study the independent and dependent would be measured separately. This research shows the impact of
advertisement on customer buying behavior in shopping goods.

Main question:

Does the impact of advertisement on the customer buying behavior in the shopping goods?

Sub questions:

i. How does the advertisement create awareness in buying of goods?

ii. How does effective advertisement change the buying behavior of customer?
iii. How does the advertisement create image of product in the mind of customer?