Gafat institute of technology

•Department of electrical and computer engineering

•evaluation of how advertising affects consumer behavior
•BY 1) TEMESGEN MELAKU
• 2) WEBET ABEBE
• 3) MARESHET SISAY
• May 2023
• Debre tabor,Ethiopia
ABSTRACT

• Advertising is a crucial component of contemporary marketing methods used by

companies to influence
• consumers' attitudes toward their goods and services. The goals of advertising
are to increase awareness,
• establish brand recognition, have an impact on consumer choices, and develop
customer loyalty. A general
• summary of how advertising influences consumer behavior is provided in this
abstract evaluation.
• Advertising helps people become aware of and recognize brands of goods and
services.
• Businesses try to reach a wide audience with their advertising messages by
utilizing a variety of media outlets. Advertising helps companies stand out from
competitors and creates a positive link with the target audience. Advertisers try
to create an emotional connection with consumers and persuade them to buy
their goods by using eye-catching imagery and clever slogans.
Consumer purchase decisions are influenced by advertising. Advertising messages
are made to appeal to the
needs, desires, and aspirations of consumers.
• Many commercials are designed to elicit positive emotions from viewers, such
joy, recollections, and adoration. Consumers are persuaded by advertisements
utilizing a variety of strategies, including celebrity
• endorsements, social proof, and scarcity strategies. Businesses hope to sway
customers' buying decisions by
• creating strong emotional bonds and earning their trust.
• Advertisement fosters client loyalty. Consumer familiarity and trust are developed
through repeated
• exposure to brand messages, and this can lead to customer loyalty.
• By reminding consumers of the advantages of adopting a specific brand or
product, advertising also helps to
• sustain brand awareness. This can then result in repeat business and word-of-
mouth advertising, which can help firms expand.
•In summary, advertising has a significant influence on how people behave. It
increases consumer loyalty and brand identification while influencing purchasing
decisions. To appeal to customers and convince them to buy their goods and
services, businesses utilize a variety of advertising strategies. Advertising will
continue to shape consumer behavior in novel and creative ways as it grows more
sophisticated and focused.
•
 introduction
• Advertising is a crucial marketing strategy that businesses employ to convince
customers to buy their goods
• or services. It appears everywhere, including on billboards, television advertising,
social networking
• websites, and pop-up advertisements. Advertising significantly affects consumer
behavior, so it is crucial to
• assess how well it affects consumer choice, brand loyalty, and satisfaction.
A crucial component of marketing research is the assessment of the impact of
advertising on consumer behavior. It entails determining how well marketing
communications work to produce the desired result,which is typically an increase
in sales or customer engagement.
• The effect of the advertisement on the customer is assessed by taking into account
a variety of elements, including the target audience, advertising media,
• message content, and the reputation of the business.
• Analyzing the emotional response that the advertising message elicits is essential
• to understanding how advertising influences customer behavior. Customers are
• more likely to remember advertisements that can build strong emotional bonds
between them and the company.
• Emotional advertising appeals frequently boost brand recall and can evoke a
favorable impression in the consumer.
• Marketers may create advertising strategies that have the most impact on their
target demographic by monitoring consumer emotions.
 Objective
General objective

• Understanding the impact of advertising on customers' attitudes, beliefs, and

• purchase intentions is the main goal of researching how advertising influences
• consumer behavior.
• Specific objectives
• Understanding how advertising affects customers' decision-making processes is
• the specific goal of research on how advertising influences consumer behavior.
• This entails determining how advertising affects consumers' perceptions of,
• attitudes toward, and preferences for certain goods or brands, as well as how
• much it affects their purchasing decisions and fosters brand loyalty.
Review Of Literature
Entertainment
• Entertainment has been one of the primary criteria for creating an
• advertisement. Entertainment is used as a tool to gain attention of
• customers. An interesting and entertaining ad is more likely to be
• remembered by consumers rather than a boring one. Therefore, it can be
• said that entertainment increases the effectiveness of advertising. That is
• why many companies are investing a lot of money to mak advertisements
• that are humorous (Mandan, Hossein & Furuzandeh, 2013).
 Familiarity

• According to Alba & Hutchison (1987), familiarity is measured by how

• many times a customer has interacted with a product or service. Direct
• and indirect experiences such as exposure to commercials, conversations
• with salespeople, word-of-mouth contact, trial, and consumption are all
• examples of connected experiences. According to Johnson and Russo
• (1984), familiarity is the same as knowledge. Experience has been cited by
• Johnson & Kellaris (1988) as a factor in familiarity. A review of the
• literature reveals that familiarity, experience, and knowledge are all
• interwoven. 'Product-class cues' is a method for observing the impact of
• brand familiarity. In many instances, a cue could be the product class or
• subcategory to which the brand belongs.
 Social Imaging

• The way we interpret the world around us is typically influenced by advertisements. TVCs
in
• particular convey what a consumer of a certain product is or should be using a variety of
• promotional formats. The socioeconomic class, lifestyle, and attitudes of a
• product's user are occasionally revealed.
• This idea is especially useful in the context of cosmetic products. The
• notion of beauty and attractiveness in society is one of the most powerful
• ideas propagated by the media, according to a 2009 study. Everywhere
• you look, you see the skinny, attractive women
• and the muscular,handsome guys. And as media dominance grows, so
• does the pressure to uphold these standards (Russello, 2009).
 Spending

• Spending on advertising may have an impact on consumers' purchasing

decisions in that it may be
• possible to link the quantity and cadence of advertisements to the amount
of money spent. It might lead to leaving a positive impression on
• customers. According to Milgrom & Roberts (1986),
• advertising is a crucial extrinsic cue for indicating the quality of a product.
Spending a lot on
• advertising signifies that the company is investing in its brand, which
indicates that it has made a
• significant financial commitment and may therefore have higher-quality
goods (Kirmani & Wright,1989).
Consumer Buying Behaviour

• Consumer buying behavior refers to the processes used when people or

• groups select, acquire, use,or discard goods, concepts, or experiences in
• accordance with their requirements and preferences (Solomon, 1995).
• a behavior that customers exhibit when they look for, purchase, use,
assess, and discard goods and services they believe would meet their
requirements.
In this research we will attempt to find what factors effect consumer buying
behaviour.
 Methodology

• For this investigation, a clear and systematic methodology was needed to

• determine the relationships between various variables and test various
• hypotheses. This is why the formal research design was used in conducting this
• study.
• The data collection technique used in this study comprised of playing out an up
• close and personal meeting with the respondents who are consumers of any
• product or have been exposed to any sort of advertisement
• The review poll was planned and conveyed to target respondent arbitrarily. All
• together for the research to deliver a reasonable result, the data must be
• comprised of a large number of populations. Hence, the
• survey was conducted among 100 consumers .Because of this, 100 customers
• participated in the study.
• Data was primarily gathered from residents of Debretabor City, which is located
in
• the Amhara region. The data was gathered during May and June 2023.
• The respondents were given a closed survey with 21 items and asked to provide
their opinions. with certain instances, questions were translated into
• respondents' local tongues (amharic) to aid with their
• comprehension. The respondents provided prompt answers to all questions and
• issues with interpreting the questionnaire.
• A total of 120 consumers were contacted for this survey. 100 surveys from among
• them were included for the analysis. However, the response rate was just about
• 87.74%. The remaining 76 questionnaires were discarded because they included
• typographical errors or were incomplete.
RESULT

• On 100 respondents, the analysis for this study was conducted. 40% of them
• were female respondents, while 60% of them (60 participants) were male
• respondents. According to gender, among the 100 respondents who took part in
• the study, 80 (80%) were between the ages of 18 and 25; 20 (20%) were older
• than 25.
Table 1: Descriptive Statistics  
Gender Percentage(%)
Male 60

Female 40

Age percentage
18-25 80
Above 25 20
,

how much infulence do you feel advertisments have over your buying behaviour ?

4%

22%
1st Qtr
40% 2nd Qtr
3rd Qtr
4th Qtr

34%
• Figure 1 shows that 34% of the consumers have large influence, 40% have
medium influence 22% have small influence whereas 4% were not sure about the
• influence of advertisement on their buying behavior.
Discussion
This study demonstrates that all of the variables have a favorable influence on
consumer purchasing behavior.
This proves that advertisements actually have an impact on customers' purchasing
decisions.
• However, we can observe that familiarity and entertainment have the biggest
• effects out of the four independent factors. Thus, it is clear that consumers’
• psychological responses to familiarity do in fact influence their purchasing
• decisions. In this instance, the majority of customers similarly view
• entertainment as a positive rather than a negative indicator of a brand.
• Spending on recommendations comes in third in terms of importance. This
• suggests that consumers are inclined to purchase a product as a result of their
• associations with "Spending" and "Brand." In other words, spending on
• advertising has a limited impact on getting consumers to buy products.
• Advertising that uses social imaging is thought to have the least impact. It implies
• that people will occasionally purchase a product out of a desire to fit in with a
• certain group. The'social imaging' in the advertising, however, does not really
• affect consumers as much as other elements do.
• It's important to recognize some of this study's limitations. First of all, if we had
• had access to a broader population, the sample size could have been increased.
• Second, obtaining individuals from a variety of age groups—particularly those
• older than 30 years—would have been preferable. Knowing more about their
• perspectives on modern advertising would have been more interesting. Thirdly, more
diverse variables may have been included in this study to analyze the same subject from
several angles.
Conclusion

• This study examined how advertisements affect consumers' purchasing decisions.

Four independent
• variables were taken into consideration for this task: spending on
advertisements, familiarity with
• advertisements, social imaging in advertisements, and entertainment in
advertisements. The investigation
• leads to the conclusion that advertising significantly affects consumer purchasing
decisions. The results of
• this study can assist marketers better understand what makes consumers decide
to make a purchase.
• In the end, advertising greatly affects consumer behavior because it changes how
• people view and react to goods and services. Marketers can generate interest in
• their goods through advertising, build brand recognition, and set their goods
• apart from those of rivals. In addition to influencing customer attitudes and
• expectations, advertising also has a significant impact on how consumers behave
• and make decisions. False claims, inflated promises, and emotional manipulation
• of consumers are just a few of the detrimental effects of advertising that can
• result in unethical behavior. Overall, advertising has a big impact on how people
• behave, therefore it's critical for marketers to utilize it morally and sensibly.
References

• Ahmed, S. & Ashfaq, A. (2013). Imapct of advertising on consumer buying

• behavoiur through persuasiveness, band image and celebrity
• endorsement. Global Media Journal, 6(2).
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• Estate Industry in Addis Ababa. Master thesis at St. Mary‟s University School of
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• Chang, C. (2006). Beating the new blues:mood reparir throuth exposure to

• advertising. Journal of Communication, 56, 198-217.
•

• THANK YOU