SHS Research title: DEVELOPING ADVERTISING STRATEGY: THE IMPACT OF ADVERTISING

METHODS ON BUYING PREFERENCES OF CONSUMERS

Theoretical Framework:

This study is in basis with the following theoretical framework. Theory of Buyer
Behavior states that “elements of a buyer’s brand-choice decision are (1) a set of motives,
(2) several alternative courses of action, and (3) decision mediators by which the motives are
matched with the alternatives” (Sheth, 1969). Motive is one good indicator on what ways
will a consumer be influenced to purchase for a product or service. In connection to motive,
advertising is one motivating factor that can lead a consumer to eventually consider in
making purchasing decisions.

As cited in The Marketing Study Guide, the Hierarchy of Effects Theory is generally a
model of how a consumer transitions from being unaware of a brand, to forming attitudes
and understanding of that brand, to ultimately becoming an end customer. Its steps include
(1) Awareness (2) Knowledge (3) Liking (4) Preference (5) Conviction and (6) Purchase. First
step alone is the main objective of advertising and is further given insights to know its
impact of different advertising mediums that consumers may prefer.

Methodologies used: one-shot survey design

How we gathered the data: The researchers conducted simple random sampling by
selecting 50 respondents within the school premises.