The Impact of Advertisement on Consumer's Purchase Intentions

16 Pages Posted: 29 Jul 2015

See all articles by Muhammad Arshad

Muhammad Arshad

University of Agriculture, Faisalabad

Tanveer Aslam

University of Lahore (UOL)

Date Written: July 28, 2015

Abstract

This paper examines the respondent's purchase intentions appropriate to the advertising variables and socioeconomic related variables. It therefore sum ups the consequences and impacts related to respondent's choice of suitable advertisement variables and socio economic variable on the purchase intentions of the consumers. It examines some novel improvement recooking the advertisement impacts on the consumer decision makings like that of the dependent variable of purchase intentions. The purpose of this research was to focus on such kinds of advertisements which were probably most suitable for the consumers of Pakistan to make their purchase decisions. This necessitated conducting a research for the evaluation of current advertising practices to check their effect on consumer purchase intentions. Data were collected from the sample of 120 individuals selected randomly. Pretested questionnaire was used to collect data through personal interviews. Data analysis and interpretations was done through regression model and descriptive statistics. To check the impact of advertisement, the advertising related variables were used which includes attitude to advertising (general), attitude towards television advertising, attitude towards print advertising, attitude towards billboard advertising, message content in ad, advertisement time, advertising scrolling messages, repetition of ad, celebrity endorsement and language of advertisement on the dependent variable of consumer’s purchase intentions. The results declared most advertisement related variables have significant impact on purchase intentions.

Keywords: Advertisements and Purchase Intentions

Suggested Citation

Arshad, Muhammad and Aslam, Tanveer, The Impact of Advertisement on Consumer's Purchase Intentions (July 28, 2015). Available at SSRN: https://ssrn.com/abstract=2636927 or http://dx.doi.org/10.2139/ssrn.2636927

Muhammad Arshad

University of Agriculture, Faisalabad ( email )

Faisalabad, Pakistan
Faisalabad, PA Punjab 38000
Pakistan

Tanveer Aslam (Contact Author)

University of Lahore (UOL) ( email )

1 - KM Defence Road
Lahore, PA Punjab
Pakistan

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