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Advertisement and Consumer Purchasing Behavior
Advertisement and Consumer Purchasing Behavior
Concepts and Descriptions
Advertisement is a marketing strategy that companies use to encourage, manipulate, or persuade a specific or target group to adopt some new action or continue with the actions at present. In a nutshell, businesses communicate with their current or potential customers so as to improve sales, which ultimately reflect growth in profits (Bryman, 2001). According to Petley (2003), virtually, any media channel may be used for advertising; for example, television adverts, radio, printed flyers, cinema, web banners, magazines, mobile phones, bus stop benches, newspapers, posters, billboards just to mention but a few As reported by Noya, Wei, and Jones (2011), advertisement aims at improving business market base so as to achieve increased sales to products, services, and ideas
In the present era of explosion of information and a media oriented world, advertisements play a crucial role in modeling the attitude and behavior of consumers towards a particular product(s) being advertised. Evidently, advertisement influences the way users consume the product and the perception of the consumers towards the product or service. In addition, Tirmizi, Rehman, and Saif (2009) reaffirms that advertisements influence the purchasing decision of users through bestowing particular attributes on the product and convincing the customers that their choice outdoes those of the competitors
Again, advertising a product or service depicts a mechanism of brand promotion for the users to gain attention toward a particular good or service. As a result, Petley (2003) explained that the businesses create a tied relationship with the customers in a prolonged time bound with the objective of maintained or improved sales. Therefore, businesses must first understand their target audience and do a market analysis in terms of the user’s demands and the need, from which a strategy developed addresses what the consumers want or prefer. Since consumers’ behavior is a surrogate of human behavior, market analysis should focus on culture, social classes, religion, and other human behavior defining parameters.
Conceptually, consumer behavior relates to the emotional, mental, and physical activities, which people engage in during selection, usage, purchasing, and disposal of goods and services. Also, behavior of consumers inclines to their needs, desires, and preferences that dictate their willingness to pay or purchase (Petley, 2003). Likewise, a report by Abideen and Saleem (2001) argue that consumer purchasing behavior depends on the liking or disliking influence that an advert poses to the brand. Notably, an advertisement shapes consumer habits and trends of buying through initiating an emotional reaction. On the contrary, Bryman (2001) reports that most ads are controversial since they over exaggerate the benefits of the brand and misleads consumers choice; hence a deterrent to healthy competition.
Fundamental Principles of Advertisements and their Influences
According to Tirmizi, Rehman, and Saif (2009), advertisements must conform to some principles in order to accomplish the objectives of the business, which gears towards capturing a wider market base. First, any advertisement scores attention by persuading the buyers to favor the specified brand being advertised. Further, all promotional mechanisms arouse interest of the consumers by influencing their perception and psychological thoughts that manipulate buyers’ viewpoints towards a particular product in favor of the others. In this regard, Goldsmith and Lafferty (2002) added that consumers’ interests are not only developed but also sustained for companies to obtain new groups of consumers while at the same time retaining the existing ones. In addition, advertisements create desires as the consumers tend to believe that the product advertised shows the best option from a variety of many brands in the market. Again, advertisements incite actions by making the potential buyer to start buying a brand that otherwise they would not be bought without the advertisement. Therefore, any advertisement bases on a good will of persuading or encouraging consumers to choose the best alternative from several options of goods and services within the market (Eriksson, & Kovalainen, 2008).
The Mechanism of Influencing Consumer Purchasing Behavior
Advertisement aims at creating an understanding, selection ad liking of product and services by changing the attitudes of the consumers to create purchase intention and willingness to pay for the brand (Tirmizi, Rehman, & Saif, 2009). In a nutshell, advertising a particular brand creates a positive attitude of the consumer towards the ad; consequently, consumers acquire a behavioral disposition that enhances purchase. Further, Sharma (2012) confirmed that the emotions herald pleasure as the target group feels happy, good, or joyful when buying the brand, which arouses dominance and control for businesses that advertise as opposed to those that do not. A part from initiating emotional responses of the consumers, which shape their behaviors, advertisements also cause environmental responses that base on beliefs.
Petley (2003) reiterates that environmental responses create environmental attitudes that are based on norms or beliefs of the individuals’ opinions or perceptions. Social researchers show that environmental variables influence consumers’ buying behaviors through experiences. Therefore, through advertisement, consumers gain experience of the brand from the advertisement videos, songs, or pictures; thus leading to positive preferences to the advertised good or service. In support, Eriksson and Kovalainen assert hypothesizes that there is a relationship between consumer buying behavior and the environmental responses created through advertisements.
Again, advertisement acts as a reminder to the consumers that the product still exists in the market; hence all businesses repeatedly advertise. Furthermore, it serves .............
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