Impact of Advertisement on consumers purchase Intentions

Abstract:

Purpose of this paper is to check the efficacy of advertising effectiveness on consumers purchase Intention. Advertising effectiveness is basically a strategy through which advertisers fulfill their advertising goals and creates strong image in the minds of customers. Research being conducted which includes the answers of three hundred respondents regarding the impact of advertisement on consumers purchase Intention. Basically the participants of the research were adults. This research includes 10 variables out of which Purchase Intention is the dependent Variable and rest of 9 variables is Independent. Main theme behind this study was to check either advertisement has positive or negative impact on the purchase intention. According to my findings consumers prefer to purchase the product in case when the information that is provided is clear and understandable for customers.Out of total 25.1 % of the independent variables have strong relationship with dependent variable. This value depicts that advertisements definitely have impact on the purchase intention of consumers. Content, Theme and Animations that are used in advertisements are considered as very important in order to create string image in their minds. Selection of slots for advertisement and repetition are also very important. Findings also show that consumers used to prefer those products or brands with which they are already familiar. They avoid taking risks in the form of trying new products or brands. Most of the times customers are interested in the products and they want to purchase it but repetition of advertisement creates negative image in the minds of customers. In short advertisement should contain relevant information and it should not advertise more than requirement to get the attention of consumers.

Independent Variables

Perceived Behavior, Health Consciousness, Attitude towards buying, Brand/Store Loyalty, Price Value Consciousness, Variety Seeking,  Product availability information, Quality features, Advertising Appeals.

Dependent Variable

Purchase Intention

Acknowledgement

All the praises are for the Almighty Allah who bestowed me with the ability and potential to complete this Research within due course of time.

All the praises are for “HAZRAT MUHAMMAD (PBUH)” who is forever a model of guidance and knowledge for me. MOHAMMAD (PBUH) blessings are the cherish fruits of my thoughts and modest efforts in the form of this manuscript.

It is impossible for me to show my blond love to this institution (Lahore School of Economics) which is homeland of knowledge for me.

The work that is presented in this manuscript was accomplished under the sympathetic attitude, kind behavior and direction of Miss Aliya Bushra lecturer.

Words are few to express enormous humble obligations to my affectionate parent’s for their prayers by which I become able to do this work.

May Allah give long life with all the happiness of this world to my lovely parentsand teachers.

Chapter # 1

Introduction

1.1 Overview of the topic:

Due to globalization world has become a global village. We need to communicate with one another to convey our message. Advertising ways are of many types that have been used now days to convey the messages. TV advertisements are consideredas very important because it leaves a positive impression on the minds of customers that ultimately help them to create familiarity with the product or brand as well. According to the literature review main focus of the research was to check the effectiveness of the advertisement on the purchase intention of the consumers. When the subject of particular advertisement is worthy and message is easilyexplicablefor the target audience, than it becomes point of fascination for the customers. Another goal of the advertisement is that through advertisements advertisers spot light on the functional benefits of the products with the help of those features than create satisfactory and unique association in the minds of customers. All these modules are also used to make the customers loyal.

Another way that is used by advertisers to get the attention of customers is the use of multiple appeals at different times. These appeals are used to get the proper attention of customers and it also leads the business towards success. According to the literature review researcher suggested that Consumers buying behavior is basically the sum of customer’s attitude & intentions towards purchasing the brand. Combinations of these appeals are used by keeping in mind the behavior of customer and the attitude of the target audience along with the product that they are providing. Success of the brand is also based on which person is selected as an ambassador of the brand for the sake of its promotion. They are playing very key role to persuade their targeted audience and to change the attitude of customers towards buying. One thing that customers usually do is that they start associating the products with celebrities in order to develop a chart in their minds regarding particular product or its brand.

Now a day companies are trying their best to bring innovation in their advertising techniques to get maximum attention of customers. Customers will prefer to purchase your product when they will get relevant product from you and in future they will also give preference to your product over others. Customers brand loyalty is just based how beautifully company is advertising their products and services. If your advertisement will be effective and you will provide relevant information in the advertisement that will help the customers to decide that this product is right according to his needs and he will surely grab the product and they will also give preference to that particular brand in future. Customer’s loyalty is based on the quality that company is providing and how they are differentiating their self from other ones. According to the literature review and research suggested that brand loyal customers were willing to pay extra in order to get particular product or services because they feel that other brands could never fulfill their need (Jacoby and Chestnut 1978; Pessemier 1959; Reichheld 1996).Television advertisements are now a day considered as an important and easiest way of transferring the information to their target audience. Television as a medium has changed the way of thinking, perceiving the things for world. Television advertisements have played a very important role in order to transform the attitude of people towards purchase intention. Amount of time people spend on advertisements in order to get the information is multiplied with the new products that enter in to the market.

 The way people perceive the things is basically based on how the company has advertised its products and how beautifully they are spotting light on the content of the advertisement.Research suggested that product availability information plays a key role to create strong image in the minds of targeted audience. Main focus of the people is to get the information about the brand by sitting at their homes. Advertising should have a clear message that is easily understandable for everyone with the aim of convincing the customers towards purchasing products or services. Customers usually have no idea about the particular product or brand if they are not familiar to them. In this case advertisement plays very important role in order to provide some basic information about the products so that customers can easily make up their minds about the product and company as well. Main goal the advertising is to increase the knowledge of the customers about the brand for which they are looking for. Companies are trying their best to provide relevant information to their customers about the basic use of product and about the availability of the product so that they can easily avail the product without any hassle.

It has seen that advertisement should be placed deliberately to encourage the mental efforts of the consumers. All those advertisements that usually have catchy phrases and repeated at the end of the advertisement increases the chances of memorability. Availability of the product information is also considered as very important part for the sake of increasing the purchase intention. Consumer use to develop positive attitude towards the brand if the content of the advertisement is clear and easy to recallable. Research suggested that accuracy of information was the first thing that gets the attention of customers and drives their purchase intention (Howard and Sheth 1969). This usually happens when customer believes that the amount of information that has been provided is true and it will definitely help them to fulfill their need in a well-mannered way. In most of the cases customers have more than one option. Purpose of both the options is same but customer will only prefer the product whose advertisement is composed of relevant information and who will entertain them according to the needs of customers. When customers select an advertisement it creates strong image in their minds and they start preferring one advertisement over other. Reason behind this is the availability of the clear and concise information that is easy for customers to swallow.

It has been seen that consciousness of customers has been increasing day by day. They only prefer those brands and their products that has strong image in their minds. They know very well which brands are good for them and which brands can cause harmful effect on their body after using them. In order to give clear message to target audience advertisers are advertising their brands in such a way that their main focus is on the ingredients and spotting light on the use of product that helps the customer to make decision easily. Consumers avoid all those brands that do not communicate well about the basic use of product and do not focus on advertising appeals to get the maximum attention of customers. Customers will only get satisfaction when they will like the content of the advertisements. Research suggested that customers are looking for quality based food that will keep them healthy (Giffort & Bernard 2006; Padel & Foster, 2005; Lockie et al. 2004).

Perceived behavior of customer is considered as key. Message should be clear, to the point that helps the customers to develop their interest. Relevancy of information, good use of animations in the advertisements is considered as very important. Research suggested that perceived behavior of customers plays a key role in order to lead the particular brand towards the growth or disaster (Bucklin 1995).

In order to convince the audience towards particular product or brand variety of techniques has been used like WOM (Words of Mouth). Repetition of Ads is another tool in order to learn the people about our brand. Specific slots are usually preferred by the company so that they can target the maximum people at one time. Customers are always looking for variety and different goods than those that are available everywhere in the market to fulfill their needs in a well-mannered way. Research suggested that consumers are always trying to find something unique in term of performance and quality (Duffy, 2003). Advertisements main focus should be on quality and unique features that they are providing to justify their self that what we are providing is better than other players that are existing in the market. One of the appreciated techniques used by the advertisers is to prompt suspense, body gestures of the people that are performing in the advertisements with rapid pacing, sound effects to keep their attention throughout advertisement.

Quality that companies are providing to their customers and showing them through advertisements is considered as strong weapon in order to create strong image in the minds of customers. Quality that usually customers perceive is based on consumers’ perception about the advertisement. Consumer’s behavior towards the advertisement is based on the background music and attitude of the consumers. The only way to change the attitude of the consumers is to start engaging them by providing relevant information and impressive taglines. Sometimes consumers like the brand but the excess of repetition may cause disturbance for the target audience. In this case there is very little chance of learning and customers start ignoring the advertisement. Therefore the content of the advertisement, relevancy and appropriate repetition is very important to create stronger image in the minds of customers.

Advertiser use different kinds of appealing messages to convince the customers about the benefits of the products that they will get after purchasing them and how it will help them to solve their problems. Advertisers use branding and different appeals to motivate the target audience to purchase advertised products. The way information is presented is considered as very important to increase the purchase intention of the customers. Purchase Intention of the customer is also dependent on the way information is presented on the screen. If they will not advertise the product in an effective way so that it will not create powerful impact in the mind of customer and he/ she will prefer to go for other brand. (Fishbein and Ajzen, 1975) Research suggested that purchase intention plays a key role to judge the buying behavior of the consumers.

 Advertisement revolves around the AIDA model.

• Interest
• Action
• Desire
• Attention

First task is always to create awareness among the customers so that they can easily identify the product. Second step this is very important is to provide relevant information to all the customers through advertisements so that customers can easily make up their minds about the product or services that you are providing. Final step is to develop the desire among customers towards purchasing and repurchasing the products or services. Television advertisements are considered as very important tool now a day when the trend swings from radio or magazines to advertisements. People are usually attracted towards the fancy and unique objects that is portrayed though advertisements. Main purpose of advertisement is to create maximum value for the customers. It also helps the company to create strong image in the minds of target audience.The use of 4P’s e.g. Product, Price, Place, Promotions creates a strong ground to get customers attention and to develop their interest towards purchasing the product. Youth is considered as one of the most important segment in order to spread positive words of mouth regarding particular product or brand. Simultaneously they play a key role in order to lead the business towards.

Economic condition of our country is not as strong as other countries. Customers are always looking for those products that’ are better in quality but affordable as well. They use to compare it with other brands to get better idea. Companies are trying their best to provide better quality product in affordable prices to facilitate their loyal customers in a well-mannered way. All these things not just increase their market share but also attract newer customers. Advertisements also clarify the functional use of the products for what customers are looking for. Research also suggested that customers were always looking for those products that were best in quality and price is also economical (Bishop 1984; Doyle 1984; Jacoby and Olson 1985). 

Research suggested that some people believed that paying higher prices results in good quality (Peterson & Wilson 1985). Advertisements also provide customers basic information that how happy your life would become after purchasing this product as humans are always looking for ways of happiness. Association between the customers need and the product that company is providing is considered as very important. Customers are always looking for those products that are affordable and better in quality.

1.2 Research Objective:

·        Basic purpose of this study is to judge how TV advertisements are changing the thinking and behavior of customers.

·        This research depicts that where companies were standing before the invention of TV advertisement concepts and where they are standing today and how we are creating value for our respected target audience.

·        Main purpose for this research was to check the dependence of all these variables on each other’s experimentally and how we can create positive platform for customers so that they can start taking TV advertisement a better platform for getting the information regarding the products and services.

·        Basic purpose of this platform is to check how this platform provides better option and ways to customers in order to make effective decision regarding the purchase. 

·        The kind of environment that has been provided to the customers in the form of advertisement led the customers towards the new way of perceiving about the products by sitting at their homes.

Chapter # 3

Methodology & Analytical Choice:

3.1 Research Type& Research Period:

This study includes quantitative based data for the completion of Thesis. It has been quantified with the help of questionnaire and it was distributed among the students of different colleges and universities of Faisalabad to get their point of view regarding the impact of advertisement on their purchase Intention. Basic purpose was to know about the key things of an advertisement that creates strong image in the minds of consumers and they prefer to purchase the product after getting satisfaction from advertisements. This research is used in order to check the attitude and behavior of the customers after watching an advertisement. Quantitative data collection is considered as more structured as compared to Qualitative data collection.

Data that is used for this research is primary and it was collected with of help of questionnaire. Primary data is collected from the individuals to clarify what factors are appealing for them and what factors creates negative image in the minds of customers.

Research period is from October 2016 to December 2016.

3.2 Research Hypothesis:

·        H0 (B0=0): There is no significant relationship between advertising appeals and purchase intention of customers.

·         H1 (B0≠0): There is a significant relationship between advertising appeals and purchase intention of customers.

·         H0 (B0=0): There is no significant relationship between Brand Loyalty and purchase intention of customers.

·         H1 (B0≠0): There is a significant relationship between Brand Loyalty and purchase intention of customers.

·         H0 (B0=0): There is no significant relationship between perceived behavior and purchase intention of customers.

·         H1 (B0≠0): There is a significant relationship between perceived behavior and purchase intention of customers.

·        H0 (B0=0): There is no significant relationship between Availability of information and purchase intention of customers.

·        H1 (B0≠0): There is a significant relationship between Availability of information and purchase intention of customers.

·        H0 (B0=0): There is no significant relationship between Buying behavior and purchase intention of customers.

·        H1 (B0≠0): There is a significant relationship between Buying behavior and purchase intention of customers.

·        H0 (B0=0): There is no significant relationship between Health consciousness andpurchase intention of customers

·        H1 (B0≠0): There is a significant relationship between Health consciousness andpurchase intention of customers

·        H0 (B0=0): There is no significant relationship between Price value consciousness and purchase intention of customers.

·        H1 (B0≠0): There is a significant relationship between Price value consciousness and purchase intention of customers.

·        H0 (B0=0): There is no significant relationship between Variety seeking and purchase intention of customers.

·        H1 (B0≠0): There is a significant relationship between Variety seeking and purchase intention of customers.

·        H0 (B0=0): There is no significant relationship between Quality featuresand purchase intention of customers.

·        H1 (B0≠0): There is a significant relationship between Quality featuresand purchase intention of customer.

3.3 Theoretical Framework& Variables under Consideration:

Theoretical framework is basically considered as a summary of theory regarding a problem that is identified after testing the knowledge of all those variables that are part of this research. Theoretical framework plays a key role in order to identify the relationship among the variables  that are part of research. It clarifies the plan that is used for the sake of inquiries and understandings of the particular findings. Basic theme behind this is to justify that the relationship that I have proposed is not based on my personal views but it is based on actual facts and figures.

3.4 Theoretical Justification:

It has been seen that learning through the Television advertisements is purely based on personal choice of the person. It is considered as a leisure activity when it comes in the form of commercials. TVC plays very important role in order to change the exposure of everyone socially, culturally and economically. It provides very important information related to the different moments. TVC provides information related to everything either it’s a small gadget or it is a car. People can get information about all these things by sitting at their homes without any hassle. Therefore people are highly conscious while watching TVC. They only prefer those advertisements that are for their favorite brand. In case if any customer is not interested in any brand, but still they are looking for the quality of information and good use of appeals. Negativity can overcome in one situation when advertisers are not providing information according to the requirements of the customers.

Good response from the consumer’s side is highly based on what they actually get after watching the advertisement. When advertisers highlight the information that is according to the requirements of customers, than they can easily understand why this product is of high quality and why this product is different from other products that are available in the market. The only thing that attracts the customer towards the particular brand is good use of animations, music, appeals. Conscious level of consumers has been changing time by time. They only prefer those products that are of high quality and it cause no effect on their body. Advertisers should keep in mind the mental situation of consumers and spot light in the ingredients and appeals so increase the purchase intention.

2 articles were selected for each variable in order to complete this Literature Review. On the basis of this total articles were 20. Total variables were 10 out of which 9 variables were Independent and 1 variable was dependent. By taking the help of these entire articles questionnaire was developed. Total questions are 45 out of which 5 questions are for Dependent variable and rest of the 40 questions are for Independent variable. All these questions played a key role to justify the variable to respondents in a well-mannered way. 7 point likert scale was used. This scale is used because it increases the likeability of respondents to answer the questions.    

3.5 Sampling Procedure: Survey Design

Survey was designed using Likert scale and optionswere  ranging from 1 to 7.

Strongly Agree

Agree

Agree Somewhat

Undecided

Disagree Somewhat

Disagree

Strongly Disagree

3.5.1 Sample Size Consideration:

Questionnaire was developed and distributed among the target audience. At the end total responses were 299. Sample size kept medium for the sake of getting efficient and accurate results.

3.5.2Respondents Profile:

Target audience was college and university students as they are highly keen to spend their time in front of TV. College students are not highly mature & they prefer to purchase the products in case they find the advertisement appealing and informative. Advertisers’ main focus is always on College and university students as they play very important role in order to lead the business towards success or failure. So questionnaire was distributed among the college and university students of Faisalabad and Lahore to get their point of view. Main purpose was to check either advertisement cause effect on the behavior or not. Coolest themes and the animations that advertisers use creates strong image in the minds of customers and they start associating the brand with those particular animations.

Age bracket that was chosen for this research was ranging from 16 – 35. Faculty of Colleges and Universities were also falling in this age bracket. 32.4% respondents were single while rest of them was married according to the checked results. Questionnaire was also distributed among the faculty members and most of the students of post doctorate level were married. This age bracket includes both Males and Females.

3.6 Data Analysis Tools and Techniques: Multiple linear Regression: SPSS

Different SPSS tools were used to check the hypothesis. Basic purpose of using SPSS is to perform data entry and for the sake of analysis. Data was collected from respondents in the form of questionnaires. Hypothesis was collected by using these tools to find out the dependency of one variable over another. Tools that were used are Regression, Descriptive and Correlation.Tables of all these stats helped to find out either the independent variables have strong relationship with dependent variable or not.

Chapter # 2

Literature Review:

Edell and Burke 1987 conducted a study to explain how the advertisements cause impact on the purchase intention of consumers. Main focus of the research was to check the effectiveness of the advertisement on the purchase intention of the consumers. It has been seen that consumers were bombarded with lots of marketing messages by different companies in order to get their attention. Copiousness of these messages forces marketers to focus on the effectiveness of advertisement. According to Chandran and Menon in 2004 they identified the most important components that were the part of advertisements in order to create strong image in the minds of consumer. There are different ways through which messages were framed to create stronger impact on the memory of people like emotional appeal and fear appeal. All these appeals were used to create strong linkages between customers need and the products that company is providing. Emotional appeal is usually considered as a special method of convincing that is developed to create emotional responses. According to the research we can say that feelings of the customers and their thoughts play a very important role in the effectiveness of the advertisement.

According to the informational messages played a key role in order to create positive attitude of customers towards the brand as compared to emotional appeals. According to other researcher Brown et al, 1998 emotional appeals were more appropriate in order to create advertising effectiveness. It has been seen that careful attention was given to the selection of appeals in order to increase the effectiveness of advertisements that were developed for particular target group. Marketing experts were focusing on two important components that were affect and cognition which was having very strong influence on the effectiveness of advertisement (Febrigar and petty, 1999: Haris and Moore, 1990: Zhang and Buda, 1999).

Some researchers believed that persuasive appeals were more effective in order to get the attention of customers. Such kind of rationale played a key role in order to access why some people have negative attitude towards the advertisement as compared to other ones. According to the research (Moore et al., 1995) everyone has different way of perceiving the messages. Positive responses are usually observed in high Need of Cognition individuals. According to the research effectiveness of the research is usually linked with the high need for cognition audience compared with low NFC people.

 Similarly advertisement effectiveness is usually based on the preference of the individual. In any case when customers will be having interest in particular product or brands than both emotional and persuasive appeals will play an important role in order to create stronger image in the minds of consumers.

According to the First articles Methodology, they developed the Advertisement and played it in front of the target audience to check what they feel about the advertisement. Hypotheses were tested by making groups of the respondents. 500 respondents were selected as a sample size. Questionnaire was distributed among them after showing the Ads and 5 point likert scale was used. NFC (Lower vs. Higher), Appeal (Rational, Negative emotional, Positive emotional). Different Ads of juices were shown to them. Focus of Positive appeals was on the benefits of product while focus of negative appeals was on the problems that they will face if they will not use the product. That resulted in positive response by the respondents and it also increases likeability and creates strong image in the minds of consumers in the form of memorability.

According to the Methodology of second article 260 students were selected as a sample size in order to check the effectiveness of advertisement. Focus was on the cognitive processing (High vs. Low), affective processing (High vs. Low). They showed advertisements of three different cameras to students in order to get their opinion. Focus of first advertisement was on information. Focus of second advertisement was on quality and focus of last advertisement was on both factors. Results show that third advertisement created stronger image in the minds of respondents.

Researcher pointed out that Brand Loyalty was considered as very important for the profitability of brand. Advertisements were also playing a key role in order to make the customer loyal. (Jacoby and Chestnut 1978; Pessemier 1959; Reichheld 1996) suggested that brand loyal customers were willing to pay extra in order to get particular product or services because they feel that other brands could never fulfill their need. Research suggested that customers get uniqueness from the brand because they had trust on the reliability of the brand. Customers was having trust on the quality and uniqueness of the brand that’s why they were preferring to purchase particular brand and that was the ultimate reason of the success of the brand (Assael 1998). Importance of brand loyalty had been identified few decades ago by (Howard and Sheth 1969). According to his research brand loyalty has many advantages like it reduce marketing cost and increase the portfolio of customers.

Researcher pointed out that customers preferred those brands with which they had positive experience and considered it as a symbol of satisfaction. Loyalty was segregated in to two types. Purchase loyalty and attitudinal loyalty. According to the research purchase loyalty pointed out the extent to which customers were preferring to purchase the brand while attitudinal loyalty mentioned the level of commitment of the customer towards the particular brand. Research showed that brand trust was leading the customers towards brand loyalty and positive commitment towards purchasing the brand.Success of the brand was not just based on number of consumer’s purchased the particular brand, but it was actually based on how many customers purchased the brand on regular basis(Jacoby and chestnut, 1978).

300 respondents were selected according to the first article. Purpose was to check the effectiveness. Target audience was the students of universities as they were highly engaged in purchasing the products. They were falling in the age bracket of 18 -30. Multiple group interviews were conducted to get their point of views. Result showed that the way customer’s perceived about the brand played a key role in order to make the customer brand loyal. Results showed that customers become brand loyal when they get relevant information through advertisements and company provides them same product according to the requirement of customers.

According to the second article 550 respondents were selected and they were falling in the age bracket of 22 – 35. Researcher targeted the university students and house wives. Questionnaire was distributed among them and telephonic interviews were also conducted to get their opinion. According to the result, consumers brand loyalty based on the quality of services that provided by the company. When the get quality based product and relevant information all the time they become loyal and also spread positive words of mouth.

Consumers buying behavior is basically the sum of customer’s attitude and intentions towards purchasing the brand. Advertisers were making the advertisements whose core focus was on influencing the buying behavior of customers. Abundant and relevant information in the advertisements were playing a key role in order to influence the purchase behavior of customers (Alba et al, 1997). Research suggested thatmore information in the advertisements was leading towards the good purchase decision and customers preferred those brands whose advertisement was highly informative.

 Customers were totally different from one another in terms of interpreting the information that ultimately effecting their purchase decision (Henry, 1980). Consumers in developed countries were highly ethnocentric and they preferred the products of their home country because they believed that they had to support the economy of their home country. They preferred the advertisements of their home country products and that was affecting their purchase decision. But the way information was presented was highly appreciated in terms of showing positive attitude towards buying the products.

Data was collected through mails survey and telephonic calls according to the first article. Respondents belong to New Zealand. Sampling frame consisted of 1000 respondents. Research showed that consumers purchase the product by keeping in mind their economic condition, quality of the product and value for money. Other important factor was the ethnocentrism. Consumers who belong to High Ethnocentric areas preferred the products of their home country as compared to the other ones.

According to the second article data was collected in the form of questionnaire. Sample size was 800 respondents out of which 50% were ladies /girls and 50% were boys. Students and Faculty members of American universities were selected. Result showed that consumers preferred the product that they could easily afford by keeping in mind their economic condition and they also preferred the products of their home country as they were highly ethnocentric.

Advertisements also played very important role in order to convince those customers that were highly conscious. Customers were highly conscious about their health and they were well aware which products are good for them and which products are not good for them. Demand of the organic food had also been increasing (Giffort and Bernard 2006; Padel and Foster, 2005; Lockie et al. 2004). Advertisements were the key thing behind the improvisation of that plan. Advertisements were identifying key ingredients of the products that showed that the product is highly hygienic so that companies would be able to get the proper attention of customers that were highly conscious and preferring only those products that had no harm effect.

People preferred organic products because they believed that they were better in taste than conventional products (Padel and Foster, 2005; Schifferstein and Oude Ophuis, 1998). Health conscious customers were highly concerned about their wellness and they were also highly keen to improve their health. People that were health conscious preferring quality food to improve their health. Attitude towards buying the products of highly conscious people was truly based on the way companies were advertising their products. Researcher said that advertisement were clearly identifying how our product is different than other in terms of quality and how it will cause positive effect on your health (Tarkiainen and Sundqvist, 2005).

According to the first article data was collected from 222 consumers. Questionnaires were distributed among them in order to check how health consciousness affects their purchase intention. Out of 222, 179 were females as they were highly engage in purchasing food related items and rest of them was males. Their age ranged from 15 to 65. Result showed that health consciousness has very strong impact on purchase Intention of the customers.

According to the second article data was collected from 500 respondents in the form of questionnaires and through interviews as well. Age ranged from 18 to 50 which included students and family members. According to the result health conscious consumers were focusing more on the advertisements before selecting any product. They preferred only those advertisements of the brands with which they were loyal.

According to the research customers were focusing both on price and quality of the product to get best product for them. Both these determinants were considered as very important part while purchasing a product. Companies were designing their advertisements in such a way so that customers could easily found the product more suitable in terms of both quality and prices. Customers were highly conscious about the prices of the product. Quality played a very important role as well.

Research suggested that customers were always looking for those products that were best in quality and price is also economical (Bishop 1984; Doyle 1984; Jacoby and Olson 1985). Customers were usually unwilling to pay high prices for the products. They were usually in favor of paying fewer prices for the products (Lichtenstein et, al 1993). Purchase decision of the customers was also based on what they perceived about the brand. Researcher suggested that customers preferred foreign brands because they believed that these products would be of better quality.

According to the first article data was collected from 545 respondents by doing survey at different malls while adults were shopping with their friends and family members. Their opinion was gathered in the form of interviews and questionnaires. They were provided information related to the topic of research. Age ranged from 18 to 35. Results showed that consumers were focusing on the price and quality of the product while purchasing products and services. They compared the quality of the product with price that they are paying.

According to the second article data was collected from 300 respondents. It was collected in the form of online survey by placing the questionnaires at different websites. Participants include both males and females and their age ranged from 25 to 45. Hypothesis resulted that consumers were focusing on the price and quality of the product while purchasing products. They were in search of best quality product on average price.

Some people believed that paying higher prices results in good quality(Peterson and Wilson 1985). Regardless of the income of the customers, sometimes they had to make tradeoffs between the prices of the products and the quality that they were providing. Tradeoff that customers made is usually based on what kind of product they were purchasing. Research showed that if customers are getting the products according to their requirements so that they would be agree to pay high price for the product (Lichtenstein, et al 1988).

Research showed that most of the customers were risk averse. They preferred to purchase high priced product on its first time in order to avoid the risk of bad quality of the product. Their main focus was to get the best quality product despite of the fact they had to bear high price for it (Shapiro 1968, Lambert 1972). When the risk was high they preferred to purchase high priced product. While on the other hand when the risk was low they preferred to purchase low price goods.

According to the first article data was collected from 1000 respondents in Germany. Target audience included Adults and their parents as they preferred to go for shopping for themselves or for their younger children. Data was collected verbally and in the form of questionnaires as well. Verbal method was used for Parents and questionnaire was used for Adults. Result showed that people associate the quality with the price of the product. They believed that they will only get high quality product when they will pay good price for the product.

According to the second article data was collected from 745 respondents. Out of which 40% were females and 60% were males. Research suggested that males were also very conscious about the quality of the product that they were purchasing. Data was collected in the form of online survey. Result showed that males and females both were quality conscious. They preferred branded and high quality products to increase their satisfaction level.

Due to globalization world has become a global village. Needs and wants of customers have been changing day by day. Researcher pointed out on the basis of his findings that all companies were providing same kinds of products by keeping in mind current pattern and purchase behavior of customers. They were continuously fighting in order to increase their market share. They were trying to differentiate themselves/ Variety Seeking from other ones through advertisements. Advertisements were playing a key role in order to seek the positive behavior of customers. Decade ago consumers were looking for variety. They were always in search of products that are of better quality and different in terms of features from other brands that are available in the market.

 Loyalty of customers always considered as an important factor in order to check the success rate of any business. Customer’s positive attitude towards the brand and repurchase intentions were appreciated (Duffy, 2003). Research showed that companies were advertising their products clearly that customers could easily point out what are its key features, how this product is different than other products that are available in the market. Uniqueness was always preferred by everyone. Research suggested that there is always a positive relationship between satisfaction level of customers and brand loyalty (Anderson and Fornell, 2000; Edvardsson et al., 2000; Cassel and Ekl?f, 2001; Fornell, 1992). Research showed that brand loyalty was also dependent on how positively companies are fulfilling the needs of customers by keeping in mind current trends.

According to the first article data was collected in the form of questionnaires. Different types of 2 questionnaires were developed to get the response of customers and total respondents were 1500. Basic Purpose was to check the point of view of respondents regarding variety seeking behavior because customers were always in search of unique products. Data was collected from four different countries e.g. Iran and it includes both Males and Females. Result showed that consumers were always looking for something different in order to satisfy their needs in a well-mannered way.

According to the second article data was collected from 1068 respondents and selected method was questionnaire. SAS system was used to analyze the results. Out of total 338 accurate responses were recorded. They were falling in the age bracket of 22 to 38. Result showed that variety seeking has negative impact on the attitudinal behavior or customers brand loyalty.

Research suggested that purchase intention played a key role in order to judge the behavior of customers (Fishbein and Ajzen, 1975). It had been seen that the way customers were thinking about the brand in the only factor that changed the customer’s attitude towards the brand or its product (Mitchell and Olson 1981). Research showed that brand image that the customers had in their minds played very important role in order to build brand equity (Aaker1991). Research shows that customers re-purchase behavior was increasing from low to medium level in most of the cases when customers don’t have any other option. Advertisements were advertised in such a way that customer could easily identify the key features of the product and why this brand is different from others.

Unique features of the particular product or its brand played a very important role in order to create stronger image in the minds of customers and enhances re-purchase decision behavior (Jones and Sasser, 1995). Companies were paying more attention on their advertisements because of intense competition. Competition was increasing day by day due to which companies were developing those Ads that were informative and different than other brands. Research suggested that positive response of customers towards the brand was considered as a reason of brands success. According to the researcher (Greenwald and Leavitt 1984) when the content of the message is quite relevant and the information that is provided through the message is according to the interest of the customer than there are more chances that customers will prefer the brand and it will create positive purchase intention.

According to the first article data was collected from 450 respondents. Out of which 66% respondents were Males and Females were around 34%. To judge the data of respondent’s 7 points Differential scale was used. CFA test was used to check how the purchase intention of customers varies when they see an advertisement.Result suggested that purchase intention of the customers were based on the quality of the information that they were providing and their economic condition as well.

According to the second article 200 respondents were selected. Out of which 45% were Males and rest of them were Females. They were falling in the age bracket of 18 to 80 years old. Conscious level of consumers was increasing and they were well aware from the fact that what products are better for them. Economic condition was also considered as an important factor while purchasing or selecting products for them.

Research suggested that perceived behavior of customers plays a key role in order to lead the particular brand towards the growth or disaster. Before selecting any product the important thing that customers usually do is to start focusing on the unique features of the product and start comparing them with other company’s product to check which product is better than this product (Nijssen, Bucklin, and Uiji 1995). While on the other hand customers who were not highly engage towards purchasing the product don’t focus on the information of the product.

Research suggested that attitude of the customer towards purchasing the product was based on how customer had evaluated the product and particular brand (Ajzen, 1991). When customers was having more favorable and positive attitude towards the product based on the information that he had collected than in return he will show positive intention towards particular brand or product for the sake of purchasing it (Ajzen, 1991).

According to the first article 400 respondents were selected from different universities of United States of America. They were falling in the age bracket of 18 to 25. In order to get the point of view of different respondents researcher had developed a questionnaire by keeping in mind certain situation and distributed it among the respondents to check the likeability. It is quite evident from the results that success or destruction of particular brand is just based on how people perceived the brand. Scale that was used known as 7 point likert scale to get the point of view of respondents. Result showed that perceived behavior of customers has direct relationship with the purchase intention of the customers

Sample of 800 respondents was selected in second article and they were falling in the age bracket of 22 to 55. Two different methods were used to capture the thinking of respondents. Methods include online survey of the market and distribution of questionnaire among them. Result showed that the way advertisers advertised their advertisement and the availability of relevant information played a key role in order to make the customers feel positive about the brand.

Product availability information played a key role in order to create strong in the minds of consumers. Research suggested that accuracy of information was the first thing that gets the attention of customers and drives their purchase intention (Howard and Sheth 1969). This article showed that most of the people preferred to see advertisements in order to get proper information about the quality and availability of the product so that they could easily avail the product. It is also considered as an easiest way of providing and getting the information. Article spotted light on the importance of advertisements. This component was helping the company to increase the switching cost, so that loyal customers will always prefer that brand and will also spread positive words of mouth. (Tellis and Gaeth 1972).

Research suggested that group of features of the particular product determine the desirability and likeability of the product. Before selecting any product customers preferred to concentrate on the features of the products and also prefer to compare it with other brands to get value for the money. In many advertisements advertisers were able to spot light on the unique features of the products that was giving them edge over their competitors. (Dua, 1994; Gillespie et al., 2001; Taris et al., 2001) According to his findings advertisements were advertised in a sequential way that customers don’t find it difficult what it is actually because customers always ignored those advertisements that are difficult to understand. Clear and precise information created positive image in the minds of customers and they preferred to purchase the product.

Sample size of 990 respondents was selected in first article. Males were 45% while on the other hand population of Females was 55%. Data was collected in the form of questionnaires by visiting their offices and homes. They were falling in the age bracket of 23 to 45. Result showed that availability played very important role in order to increase their drive towards products. Consumers were always looking for related information for which they are looking for. In short there is a direct relationship between the availability of the information and consumers positive purchase intention.

According to the second article 600 respondents were selected in order to get their point of view. Likert scale was used. They were falling in the age bracket 25 to 65. Methods that were used are Interviews on telephones and Survey through mails. Result suggested that clear availability of the information was considered as a core thing.

Chapter # 4

4.1 Estimation Results:

Results showed that only two variables are showing significant relationship with dependent variable as compared to the rest of variables. People are paying more attention towards advertisements for the sake of getting appropriate and quick response for saving their time and money. According to the results health consciousness and product availability information have significant relationship with dependent variable. Time by time consciousness of people has been changing. They are paying more attention towards selection of products for their better health. They are always looking for the ingredients of the products while purchasing them. That’s why effectiveness of advertisements is very important to describe the content of the message clearly according to their needs. Advertiser’s main goal is to provide relevant and complete information in advertisements so that customers can easily understand about the products without any hassle by sitting at their homes.

4.1.1Test of Significance of Regression, Parameters:

Multiple regressions are considered as statistical tools that are used to derive the value with the help of dependent and predictor variable. R square basically shows the effectiveness of the model. Its value is 0.251 which shows that 25.1% of independent variables are positively related to the dependent variable. It means that 25.1% variables have strong impact on purchase intention of consumers that is considered as a dependent variable.

Equation: Y= a+B*X where Y= Dependent variable, a= intercept (constant), B=Slope (regression coefficient), X= Independent Variable.

Adjusted R square is basically is a modified version of R square. Its value can be negative but it usually not happens. We can easily identify that value of adjusted R square that is less than R square. It’s actually always less than R square. Adjusted R square is used to identify number of predictors in your model that you have developed.

Last value is of standard error of estimate. It shows the accuracy of the predictions.

In the case of ANOVA table, critical value of Alpha (a) is usually set as 0.05. If the value will be less than this than it will be considered as significant.If the value will be higher than .05 than it will not be considered as significant. Here the exact value of significance is .000. This value is less than the criteria that has been set so the effect would be considered as statistically significant in this situation.

Significance values of the variables are changing that are showing different strength of relationship. In the case of brand loyalty, its value is 0.126 that is much higher than 0.05. In this case we can say that independent variable is not having significant relationship with dependent variable and we will prefer to select null hypothesis. Literature review suggested that customers become brand loyal when they get relevant information in the form of advertisements (Howard and Sheth 1969). But the results are totally opposite. Customers become brand loyal but this time significance level is not according to the required criteria. In the case of second variable advertising appeals its value is 0.55. It is still little bit higher than standard value of significance level that is 0.05. We will prefer to select the null hypothesis. Researcher suggested in a literature review that (Holbrook 1978) advertising appeals play a key role to get the maximum attention of targeted audience but results are little bit against the adjusted criteria. In short advertising appeals do have impact on the purchase intention of customers but results are little bit insignificant. Buying behavior has significance level of 0.856 that is still higher than standard value of significance. We will select null hypothesis in this scenario as well.Literature review suggested that customers prefer to purchase the product when they get relevant information and when the price is affordable as well (Henry, 1980). But the results were not consistent with the literature review. Health consciousness has significance level of 0.052. When we round off this value it will become 0.5. That value is equal to the standard value of significance.  Literature review suggested that there is a significant relationship between health consciousness and purchase intention of customers. Hence results were consistent with the literature review. In this case we will not select the null hypothesis and it shows that there is a stronger relationship between health consciousness and dependent variable. Significance value of price value consciousness is 0.830 that is much higher than standard value. In this case we will also select null hypothesis. Literature review suggested that customers prefer to focus on both the price and quality of the product before buying them. (Lichtenstein et, al 1993).Hence results are not consistent with the literature review. Significance level of variety seeking is 0.376 that is also higher than standard value of significance that shows that acceptance of null hypothesis. Results are not consistent with the literature review because literature was suggesting that there is a positive relationship between variety seeking and purchase intention of customers. Significance level of perceived behavior is 0.392 that is also higher than standard value so we will select null hypothesis. In the case of perceived behavior results are also not consistent with the literature review. Results are totally different from the situation that was suggested by the literature review. Significance level of quality feature is 0.141. That is way higher than standard value so will select null hypothesis. So results of literature review are quite different than the exact situation.Significance level of Product Availability information is less that standard value of 0.5. In this case we can say that independent variable has strong relationship with dependent variable and we will not accept null hypothesis in this case. In this case results are consistent with the literature review.

From the calculated results we can see that all values of B are positive except two variables that are variety seeking and price value consciousness. That variable whose value of B is positive shows that all these variables have strong relationship with dependent variable. Advertising appeals play a very important role in order to increase the purchase intention of customers. Similarly brand loyalty plays a key role to increase the purchase intention of customers. It has been seen that customers are always looking for quality based products. They want to fulfill their needs in a well-mannered way and in a different way as well than other customers that are existing in the market and are fulfilling their needs. According to the results consumer buying behavior is just based on economic condition of the person. They are always looking for those products that are well according to their needs and that are not expensive as well. They are always in favor of finding balance between the price and satisfaction level that they will get after purchasing the product. It has been seen that consciousness of customers has been increasing day by day. They prefer those products that are good for their health. Hence the consciousness of customers has strong relationship with the purchase intention of customers. Advertisers main focus is to provide the relevant information and that is easily absorbable for the customers to get the maximum attention of customers. At the end product availability information is another key for getting the attention of customers. When customers will be having clear information regarding the product than they will make quick decisions regarding purchasing of product. While all those variables whose value of B is negative show that these variables don’t have significant relationship with dependent variable and they are negatively associated with the dependent variable. For those variables that have negative value of B shows that by adding one unit in variety seeking and price value consciousness have negative impact on dependent variable according to their values.

Standardized coefficients are basically used to identify the impact of independent variables on dependent variables.

4.1.2 Regression Summary:

Data is basically use to check either there is stronger relationship between dependent or independent variables or weaker relationship. All variables are showing different relationship with dependent variable. According to the results none of the variable is showing significant relationship except Health consciousness and product availability information. Health consciousness and Product availability information both are showing a significant relationship with dependent variable. According to the hypothesis people are very much conscious about their health. They are very well aware from the fact that which products are healthy for them and which products can harm them. In order to avoid all those issues they prefer the healthy products and are always looking for quality based information in the advertisements In short health consciousness affects the purchase intention of customers. While on the other hand proper availability of the information in advertisements are also considered as very important to take a better decision. Now a day needs and wants of people has been changing. They prefer to get the information through advertisements for the sake of better decision. Advertisements should be designed in such a way that all the relevant information is easily identifiable for the target audience. On the basis of availability of right information, in increases the decision making power of customers. Overall it has been seen that 25.1% of the variables are showing significant relationship with dependent variable.

4.2 Descriptive Summary:

We can see that the alpha coefficient for the 45 questions is 0.898. This value shows that items have very high internal consistency. According to the value of Cronbach’s alpha, when value of the variable is above 0.7 than it represents a positive sign.It shows that our value is reliable and all other variables will also show effective results. Hence we can move ahead with the resulting variable conclusion due to its significant impact.

300 responses were selected to calculate the results. Out of 300, 1 questionnaire was not filled accurately by the respondent. At the end total responses were 299 to evaluate the impact of advertisement on all other independent variables. In 1 response marital status was missed, while for the rest of variables all the responses were according to the requirement.

Age bracket that was selected starting from 16 and ends at 35. Age bracket was of 4. Respondents that were falling in the age bracket of 16 – 19 were 69. It is basically 23% of the total sample population. Furthermore valid percentage and cumulative percentage was also 23.1%.

Similarly respondents that were falling in the age bracket of 20 – 23 were 132. It becomes 44.1% of the total population. While the cumulative percentage is 67.2%. Respondents that were falling in the age bracket of 24 – 27 were 68 and it was 22.7% of the total sample population. Respondents that were falling in the age bracket of 28 – 31 were 22 and it was 7.4% of the total sample population. Cumulative percentage was 97.3%.People that were falling in the age bracket of 32 – 35 were just 8. It was 2.7% of the total population while the cumulative percentage becomes 100%.

Result shows that students that were falling in the age bracket of 20 – 23 were highest while collecting the results as compared to other age brackets. They were 132 and it was 44.1% of the total sample population.

I have selected 300 responses to check the hypothesis. Out of total 1 response was not accurate. At the end I was having 299 responses. Out of 299,183 were males and rest of them were females.

Result shows that percentage of males were 61.2 while percentage of females were 38.8. Males are more likely to give their opinion as compared to females.

Results have been collected from the students and management of both colleges and universities of Lahore and Faisalabad. Data includes the responses married and unmarried class of both genders. Total responses were 299 out of which 201 were given by those who are married while rest of them was given by unmarried. In the case of percentages, 32% were single and 67% respondents were married. While 1% was missing.

This analysis shows the results of demographics in the form of Skewness, kurtosis, Minimum and maximum values. In the case of age its value is 0.693 that is not closer to zero but it is positive. So data is skewed right. In the case of gender its value is 0.468. This value is again not closer to zero but its positive which shows that data is skewed right. In the case of marital status its value is again not closer to zero but negative as well (-.738). That shows that data is skewed left. While on the other hand Kurtosis is basically used to check either the data is heavy tailed or light tailed by keeping in mind normal distribution. If data is having high kurtosis it will show high tail. In the case of low kurtosis data will be having low tail.

This analysis shows the results of all the variables in the form of kurtosis, Skewness, minimum and maximum values. Skewness is basically used to measure the symmetry and lack of symmetry that is existing in the form of value. Its value should be closer to zero. If its value is negative than it means that data is skewed left and in the case of positive value it shows that data is skewed right. If the data is skewed left it means that left tail is longer with respect to right tail. If the data is right tail it means that right tail is longer with respect to left tail.

In the case of Brand Loyalty its value is 0.036. Its value is not closer to zero but still it’s positive. It shows that data is skewed right. In the case of Advertising Appeals its value is 0.615. This shows that data is skewed right. In the case of Buying Behavior its value is 1.354. This value is higher than 1 which shows that data is skewed right. Value of Health Consciousness is 1.341. Again this value is higher than 1 and skewed right. Value of Price Value Consciousness is 1.029. This value is greater than 1 and it also shows that data is skewed on right side and right tail is longer than left tail. Value of Variety Seeking is 0.660. This value is not closer to 1 but still it is positive which shows that data is skewed on right side. Value of Perceived Behavior is 0.595. This value is again skewed towards right side. Value of Quality Features is 1.085 and skewed right. Value of Product Availability Information is 1.138 and skewed right. Last variable is Purchase Intention (PI) its value is 0.746 and it is also skewed towards right side.

While on the other hand Kurtosis is basically used to check either the data is heavy tailed or light tailed by keeping in mind normal distribution. If data is having high kurtosis it will show high tail. In the case of low kurtosis data will be having low tail.

4.3 Correlation Summary:

In the case of correlation table of descriptive stats table provides the details of mean and standard deviation of each variable. For example, in a sample of 299 customers surveyed, the average value of purchase intention is 5.6 and on average the difference between values is 0.55. Similarly in the case of product availability information sample size is 299. Average value of product availability information is 5.6 and on average difference between the values is 0.63. In the case of quality features, its sample size in 298 and average value is 5.5 and average difference between the values is 0.56. In the case of perceived behavior its sample size is 299 and average value is 5.4 while average difference between the values is 0.60. In the case of variety seeking its sample size is 299 and average value is 5.6 and average difference between the values is 0.52. Price value consciousness has average value of 5.8 and average difference between the values is 0.52 while its sample size was 298. Health consciousness has sample size of 298 and its average value is 5.7 while its average difference between the values is 0.55. In the case of Buying Behavior its sample size was 299 and its average value was 6.0 while the average difference between the values is 0.54. Advertising appeals has average value of 5.63 and average difference between the values is 0.53 while its sample size was also 299. Last variable is Brand Loyalty. Its sample size was 299 and average value was 5.7 and average difference between the values was 0.49.

All these values of mean shows that Buying Behavior has the highest value of mean that is 6.03, while product availability has the highest value of standard deviation that is 0.64 approximately.

According to the second table of correlation this table provides the relationship between variables in correlation analysis. The value in the rows is to be treated as an independent variable and the values in the columns are to be treated as dependent variables. For example, in the first row, purchase intention is independent variable and the variables in the columns are dependent variables. The numbers are the coefficients of each variable. It can be written as:

According to the first variable Purchase Intention

It will be interpreted as a unit increase in Product Availability Information increases purchase intention by 0.535. A value close to 1 is a very high correlation and it means the values are directly proportional to each other. Quality features increases purchase intention by 0.486. Perceived behavior increases purchase intention by 0.372. Variety seeking increases purchase intention by 0.319. Price value consciousness increases purchase intention by 0.254. Health consciousness increases purchase intention by 0.430. Buying behavior increases purchase intention by 0.305. Advertising appeals increases purchase intention by 0.345. Brand loyalty increases purchase intention by 0.313

Results shows that purchase intention has stronger relationship with product availability information as compared to other variables that are available in the list. Purchase intention is not showing stronger relationship with other variables as it is showing with product availability information.

According to the second row product availability information is the independent variable while rest of them is dependent variables. Purchase Intention increases product availability information by 0.535. Quality features increases product availability information by 0.425. Perceived behavior increases product availability information by 0.286. Variety seeking increases product availability information by 0.199. Price value consciousness increases product availability information by  0.244. Health consciousness increases product availability information by 0.323. Buying behavior increases product availability information 0.279. Advertising appeals increases product availability information by 0.356. Brand loyalty increases product availability information by 0.292.

Results show that product availability information has stronger relationship with purchase intention as compared to other variables that are available in the list.

According to the third row Quality Features is an independent variable while rest of them is dependent variable. Purchase Intention increases quality features by o.486. Product availability information increases quality features by 0.425. Perceived behavior increases quality features by 0.544. Variety seeking increases quality features by 0.477. Price value consciousness increases quality features by 0.444. Health consciousness increases quality features by 0.455. Buying behavior increases quality features by 0.408. Advertising appeal increase purchase intention by 0.462. Brand loyalty increases quality features by 0.165

Results shows that quality features has stronger relationship with perceived behavior than other variables that are available in the list.

In fourth row perceived behavior is an independent variable while rest of them is a dependent variable. Purchase Intention perceived behavior by 0.372. Product availability information increases perceived behavior by 0.286. Quality features increases perceived behavior by 0.544. Variety seeking increases perceived behavior by 0.313. Price value consciousness increases perceived behavior by 0.341. Health consciousness increases perceived behavior by 0.312. Buying behavior increases perceived behavior by 0.249. Advertising appeals increases perceived behavior by 0.373. Brand loyalty increases perceived behavior by 0.170.

Results shows that perceived behavior has stronger relationship with quality features than other variables that are available in the list.

In fifth row variety seeking is an independent variable while rest of them is dependent variable. Variety seeking increases purchase Intention by 0.319. Product availability information increases variety seeking by 0.199. Quality features increases variety seeking by 0.477. Perceived behavior increases variety seeking by 0.313. Price value consciousness increases variety seeking by 0.570. Health consciousness increases variety seeking by 0.491. Buying behavior increases variety seeking by 0.332. Advertising appeals increases variety seeking by 0.430. While the brand loyalty increases variety seeking by 0.215.

Result shows that variety seeking has stronger relationship with price value consciousness that is 0.570 than other variables that are available in the list.

All variables will be explained in same way and all independent variables will show different level of relationship with dependent variables.

In short all independent variables are showing different extent of relationship with dependent variables. Variety seeking has stronger relationship with price value consciousness than all other variables and combinations that are available in the form of table. People are always looking for something different to quench their thirst of needs and wants but side by side they are always looking for those products which are not much expensive. They are trying to find a balance between economical products and unique products at the same time.

The indicator/dependent variable that has high correlations with other independent variables is the best dependent variable among all or it can be said that it should be kept as dependent variable in analysis.

Chapter # 5

5.1 Limitations of the Study:

·        My research also has few limitations. I did primary research in order to check the point of view of people. It is considered as a slow process for the sake of collection of respondent’s point of views.

·        Quality of information depends on their availability and attention of the respondents. Answers that I get at the end it could have large amount of inaccuracy in it.

·        People were also feeling hesitation in terms of replying back. Few of them also considered it very long and they suddenly lost their interest in the middle of questionnaire. It was actually difficult to handle 10 variables in an appropriate way.

·        Another limitation that I faced was during the regression analysis. All the variables showed insignificant results except 1 variable. That was also alarming situation for me.

·        Time constraint was another major issue that creates hindrance in the performance of this project.

5.2 Conclusion:

According to the results we can easily see that advertisements do have impact on the purchase intention of the consumers. Consumers attracts towards those advertisements that are according to their requirements and that are attractive as well. We can also see that males are more likely to get information through advertisements as compared to females. Females prefer to visit the shops and Malls for the sake of purchasing any product while on the other hand Males prefer to judge the product by sitting at their homes through advertisements or on the basis of words of mouth before purchasing any new brand. They prefer to purchase only those products or brands with which they are loyal and they have been purchasing from last couple of years to decrease the rate of risk. Regression table also shows that only 25.1% of the independent variables have stronger relationship with dependent variables. People prefer to see the advertisements for the sake of getting appropriate information without wasting their time but the trend is not highly captured in the market. People prefer to visit the markets. It will help them to relax their self and they can also get the information about the products as well. Correlation table basically shows the relationship of Independent variable with dependent variable.  Result shows that none of the variable has value closer to 1. All these things showthat effectiveness of advertisements has been increasing day by day. Time is not far away when they will find it much easier to get the relevant information by sitting at their homes without any hassle. Still people prefer advertisements to get relevant information about their favorite brand but still there is a gap that exists between the effectiveness of the advertisements and customers preference towards those advertisements. It is the responsibility of the advertisers to give relevant and appropriate information in the form of advertisements so that they can easily get the attention of maximum customers. In order to create stronger image in the minds of targeted audience it is very important that companies should advertise those brands and products with which customers are more loyal and follow the same pattern that will help them to grab the attention of customers in a well-mannered way. Researcher pointed out that advertisements are playing a key role to change the behavior and buying pattern of customers. Advertisers are getting the attention of customers by showing the innovative and animated based advertisements to get the attention of maximum customers. Beautiful packaging and attractive advertisements are the main source of getting the attention of customers.

5.3 Direction for the Further Research:

·        It has been seen that we can improve the quality of the research by improving the sample size.

·        I could make it more meaningful if the research period would be high.

·         I could also get better results in future by scheduling focus groups, because it will help me to get their genuine point of views as compared to questionnaire.