Site Loader

Chapter 1: Introduction

 

Background Study

We Will Write a Custom Essay Specifically
For You For Only $13.90/page!


order now

           

Advertising is a type of communication intended to
influence an audience to purchase items or services. Advertising is represented
by 4P’s which is product,
price, place and promotion. Names and function of the products or services are
included in advertising. Besides that, it includes information on how that
specific product or services could benefit the consumer. Advertising is also
used to attract the target audience to purchase that particular brand of the
products. This is because advertising through mass media can reach out to a
larger audience. For example, by using internet, radio and magazine to
advertise a product or services. Advertising can also persuade them to make a
move, such as empowering ‘environmentally friendly’ practices, and even
undesirable practices through video games and television shows.

 

Advertisement have turned out to be one of the
essential factors that determine one’s lifestyle in various settings. Advertising practice have
been shaping how the society live in for a few years. Advertising bring out the
goods but also the source of unpleasant things to the community. One of a major
factor that strongly influence the consumer to buy a product is celebrity
attachment. The uses of celebrity in advertising can promotes and raise the
awareness of the product in the minds of consumer and certainly impacts the
consumer to buy the products. Consumers purchase their demands based on their
needs and inclination for them. Consumers buying decision can also influenced
by the awareness of goods through psychological and environmental. A consumer
will want to maximize their satisfaction with the goods they purchased.
Therefore, they will not purchase a demand that cost is above the satisfaction
that he will receive from the good. Consumer will pay extra money on the good
depends on the satisfaction that can gained from the consumer. A rational
consumer will spend on the good which will gain equal satisfaction that they
pay for the product.

 

According to Ampofo, advertising is a business action
that utilizes innovative technique to form a communication which is convincing
in mass media that promote products, ideas, and services in a reliable way with
advertiser’s target, consumer’s satisfaction and the advancement of social and
financial welfare (Ampofo, 2014). From Cohen’s definition, advertising can be discovered that it
satisfies 3 objectives; to expand the offers of the firms, to ensure consumers receive
the best services and lastly to guarantee the social and economic welfare of
society. Advertising can be seen in numerous ways. It can be encounter through
reading magazines, watching television, surfing the internet, or poster and
billboards that can be found on the street (Ampofo, 2014). Hence, advertising
will influence on the buying behaviour of the consumers. Advertising are most
effective when the products have particular qualities. These qualities are not
known when it is purchased, it will be discovered after using the product. Furthermore,
advertising is the best strategy to differentiate a particular product from
other product. Moreover, product such as health care or improve social position
which will build strong emotional buying motive, advertising is paid to promote
on such a product. These settings make the interest for the product more
inflexible. The more the emotion is built towards a product, the more the
consumer will be attracted and insensitive to the product’s price. This is
very important to the producer as they earn high deals in evaluating their
products. (Ampofo, 2014)

 

 

Significance of the
study

           

This study will be an important information as giving
awareness to the society about the impact of advertisement on consumer buying behavior.
Consumers and business industries which produce products or services promotion
are able to receive benefits in this study. Those business industries will have
advantages to compete with other industries by understanding the necessities of
the consumers. Besides that, this study provides information about the impact
of advertisements that may help the society to be aware of the negative impact
of advertisements and make a better decision before purchasing any product and
services. This research can show how advertising plays the role of influence consumers
buying behaviour. Hence, consumers can know that advertising is a strategy that
will affect consumers to spend more after watching the advertisement.   

 

 

Purpose statements

 

           This
study aims to investigates and assesses the impact of advertising on consumers
buying behaviour on products or services promotion of various products among
students in Sunway University. Hence, this study will focus on the following
objectives:

1)    To examine the awareness of advertisement in Sunway
University students

2)    To determine the impact of advertisement on Sunway
University students buying behaviour.

 

Research
questions

 

1)    Are Sunway University students aware of subtle advertising?

 

2)    Does advertising affect Sunway University students’
buying behaviour?

 

Chapter
2: Literature review

 

            According
to Sindhya (2013), his study explains that the students and teachers are aware about
the impact of the advertisement well. They are mostly listen to the media
actively to collect information regarding the latest product, trend in the
market and compare products with all other firms. Sindhya (2013) found out that
the rural students are more likely to have the consumer culture compared to the
urban students. The male students are more attracted to electronics equipment
and automobiles while the female students are more interested to jewelry and
cosmetic product. Sindhya (2013) states that some consumers ignore some of the
information which included in the advertisement and rely on personal experience
and on advertising claims in forming judgements about advertised product even
though the information of the advertisements that relate all personality
profiles. Furthermore, some consumers will not make product purchase decision
until the advertising can bring benefits to them. Consumers perceive and
evaluates information provided by advertising imagery and message can affected
by influencing, dominant, steadiness and conscientiousness individuals (Sindhya,
2013). Consumers will rather believe in ad content in advertisement that is
consistent with subjects perceive and behaviour preferences compared to
advertisements which is inconsistent with their perceiving-type preferences in
the ad content.

 

            Moreover,
researchers like Arshad, Noor, Noor, Ahmad, and Javed (2014) stated that the major
source to produce sensation in consumers that persuade them to buy advertising
mobile phone products is through advertising in their finding. The analysis
revealed that watching television ads created emotional responses such as
feeling of pleasure, arousal and dominance. The relationship between
advertisements and consumer buying behaviour is predicted critically that shown
in regression and correlation coefficient which all the items have positive
values. Furthermore, the results about pleasure in the findings showed that
people feel happy, pleased, hopeful, satisfied as well as relaxed (Arshad,
Noor, Noor, Ahmad, & Javed, 2014). Consumers will think that ads are
entertaining, appealing and attract their attention because the environmental
responses transferred in ads create sensory modulation and consumer’s thinking
which is match with advertisement message. Besides that, ads which shown in
instantaneous display of information through texts and image can make consumers
feel good about the ads. The level of satisfaction of the consumer is reached
as they are happy with the information rate in the ads which told them what
they are expecting precisely. Most of the people buy mobile phone after
watching television ads. Therefore, advertisement plays a huge role on
influencing consumers’ buying behaviour because advertisement can create
emotional and environmental responses to the consumers. However, emotional
response has the greater impact on consumer buying behaviour compared to
environmental responses because consumer purchase products which they are
satisfied and emotionally attached (Arshad, Noor, Noor, Ahmad, & Javed,
2014).

 

            According
to Sumathi and Mustiary (2016), their study reveals that the majority of the consumers
are attracted to advertisement about cosmetic products on TV compared to other
medias such as radio, billboards, newspaper and internet. As a result,
television is the place to use to advertise cosmetic products where the
advertisement is conveyed through sound and sight that can generate the desired
effect to the consumers. Sumathi and Mustiary (2016) states that the use of
important message, personality and the background music in advertisement carried
on television is one of the major implication that attract and influence the
most people. The content of message in advertisement is divided into three
section which is rational, emotional and moral in this study. Rational appeal
messages highlight the benefits of the product. Emotional appeal attempts to
trigger a purchase with either positive or negative emotions and moral appeal
messages is consumers’ sense of right or wrong and good or bad after purchase
the product. This study found out that majority of the people are influenced by
the rational and moral appeals in messages carried in the cosmetic advertisement
(Sumathi & Mustiary, 2016). Consumers purchase the goods based on their
taste and preference. Besides that, psychological and environmental influence
consumers’ taste and preference for a product. Advertisements plays a huge role
in influencing consumers’ choice of taste and preference. Sumathi and Mustiary
(2016) says that consumers are rational and wanting to maximize their
satisfaction on their purchases.    

 

               Ampofo
(2014) reveal that the females that is conducted with interview in the study
uses cosmetic product and their intention of using the products is to be
confident and elegant. The females state that people around them will boost
their morale if people recognize their physical looks. These women are aware
and informed of the quality using the product through the advertisements on
cosmetic products (Ampofo, 2014). Besides that, males that is conducted with
interview in this study mention that they wanted to appear presentable and
mostly of them are single because they concern how their peer look among them. Furthermore,
some respondent purchases the cosmetic product which influenced by celebrities.
They choose to purchase the product because they know the fact that a
‘Superstar’ was using the product. Therefore, the product is valuable and worth
purchasing. Brand loyalty can be created by these celebrities to the consumers
that will not change their brand after they see other product.   

 

            According
to Pughazhendi and Ravindran (2012), the result of their study shows that celebrity
endorsements have an overall positive attitude from the consumer. Celebrity
endorsements also boost the awareness of the product and makes the brand
product more notable for the consumer. Therefore, celebrity endorsement is
found that it is an effective tool to affect consumer’s purchase decision and
celebrities can gain more attention from the consumer towards an advertisement.
Pughazhendi and Ravindran (2012) states that celebrity endorsement strengthens
the product information and build awareness among the consumers. Consumers can recall
the brands when they see a particular celebrity that they have seen before in
advertisement. The celebrity endorsement factors, product evaluation and brand
recognition influence the purchase attitude of the consumer. Consumers towards
the brand image is maintained. The overall results in this study, it revealed
that consumers have positive attitude towards celebrity endorsements. The
easiest way to attract customer to purchase a product is by using celebrities with
their mass appeal.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

    

 

    

Chapter 3: Methodology

 

Questionnaire design

           

            The questionnaire for the study are designed and
prepared through Google form. The questionnaire contains three major section.
The first section is demographics section, second section is questions
regarding on their awareness about advertisement and the last section is
questions regarding on the impact of advertisement on their buying behaviour.

 

            The
first section which is the demographic questions covered participants gender
and age. Moving on to the second section which is the questions regarding on
their awareness about advertisement. This section provides questions such as “How
often are you exposed to advertisements?”. Besides that, this section also
provides multiple choice answer as well for the question such as “The medium of
advertisement that you usually aware (You may choose more than one answer)”.
Therefore, participants are allowed to select more than one answers that
indicates the medium of advertisement that they aware.

 

            The
final section would be question asking about the impact of advertisement on
their buying behaviour. Questions based on this section are questions which
starting from question number 7. Linear scale is used on these questions which
is the scale is in between 1 to 4; 1 being strongly disagree and 4 being
strongly agree. For example, “Advertising tells you which brands have the
feature that you are looking for” will be asked in this section and
participants will need to rate between 1 (strongly disagree) to 5 (strongly
agree).    

 

Participants

 

            There
is no limit amount of respondent need to be achieved for this study. The online
questionnaires will be sent out to targeted participants which is age between
17 to 20. The respondents are selected from men and women who is suitable to answer
the objective in the study.  

 

 

 

 

Chapter 4: Findings and Discussion

 

Data Collection and Analysis

           

            The
researcher gives out the online questionnaire to the Sunway University’s students by sending the direct link of the online
questionnaire through WhatsApp and WeChat. The researcher started distributing
the online questionnaire on 11th of December 2017 and stopped
receiving responses once the target number of respondent complete the survey is
achieved which is 40 respondents. The data was tabulated through summary of
responses with google form.

 

            There
are 21 males (52.5%) and 19 females (47.5%) participated in this survey. The
sample was quite balanced as in term of gender with only a 5% different between
male and female. The majority of the participants are aged 18 years old (87.5%),
followed by 3 participants aged 19 years old (7.5%), and 1 participant aged 17
years old (2.5%). Besides that, most of them watch or read advertisement
(92.5%). However, there are 3 participants (7.5%) did not watch or read any
advertisement. Furthermore, there are 31 participants (77.5%) are exposed to
advertisement every day, followed by 4 participants exposed to advertisement 4
to 5 times per week (10%), 4 participants exposed to advertisement 2 to 3 times
per week, and 1 participant has never exposed to advertisement (2.5%).         

           

 

 

 

 

 

 

 

 

 

 

 

 

 

           

Table above shows the medium of advertisement that
respondents usually aware. As we can see from the table shown above, the
majority of the respondents which is 39 respondents (97.5%) are aware of
advertisement on the internet, followed by 30 respondents are aware of
advertisement on television (75%), 22 participants are aware of advertisement
on billboards (55%), 22 participants are aware of advertisement on radio (55%),
and 19 respondents are aware of advertisement on print media newspaper or
magazine (47.5%). There is one respondent (2.5%) that choose “Others” state
that he or she are aware of advertisement on social media platform which is
Instagram. 

                      

         

            The
table above shows that what makes respondents to remember about an advertised
product. As we can see from the table shown above, majority of the respondents
which is 33 respondents (82.5%) remember an advertised product through design
and image shown in advertisement, followed by 28 respondents remember an
advertised through celebrities shown in advertisement (70%), 24 respondents
remember an advertised product through logo shown in advertisement (60%), 15
respondents remember an advertised product through colours shown in advertisement
(37.5%), and 11 respondents remember an advertised product through wording
shown in advertisement (27.5%). There are few respondents choose “Others” as
well which is 1 respondent state that he or she remember an advertised product
through the price of the product shown in advertisement 2.5%), followed by 1
respondent remember an advertised product through the soundtrack played in advertisement
(2.5%), and 1 respondent remember an advertised product through the story conveyed
in advertisement (2.5%).  

 

  

 

            Table
above shows the type of advertisement influence respondents the most on their
buying behaviour. As we can see from the table shown above, the majority of
respondents said online advertisements influence the most on their buying
behaviour (33, 82.5%), followed by 24 respondents said television
advertisements influence the most on their buying behaviour (60%), 14
respondents said print media advertisements such as newspaper or magazine
influence the most on their buying behaviour (35%), 3 respondents said
billboards advertisements influence the most on their buying behaviour (7.5%),
and 3 respondents said radio advertisements influence the most on their buying
behaviour (7.5%). There is 1 respondent said that none of these advertisements
will influence his or her buying behaviour.

 

 

 

            Table
above shows the type of advertising appeals has the most impact on respondents
buying behaviour. As we can see from the table shown above, the majority of the
respondents said rational appeals has the most impact on their buying behaviour
(23, 57.5%), followed by 22 respondents said humor appeals has the most impact
on their buying behaviour (55%), 17 respondents said bandwagon propaganda
appeals has the most impact on their buying behaviour (42.5%), 10 respondents
said fear appeals has the most impact on their buying behaviour (25%), and 8
respondents said sex appeals has the most impact on their buying behaviour
(20%). There are 2 respondents who choose “Others” said that

 

           

            Table
above shows the respondents’ level of agreement on celebrity endorsement has a
huge impact on their buying decision. As we can see, the table above indicates
that the majority of the respondents agreed that celebrity endorsement has a
huge impact on their buying decision (20, 50%), followed by 4 respondents
strongly agreed that celebrity endorsement has a huge impact on their buying
decision (10%). However, there are 8 respondents disagreed that celebrity
endorsement has a huge impact on their buying decision (20%), followed by 8
respondents strongly disagreed that celebrity endorsement has a huge impact on
their buying decision (20%).

 

    

           

Table above shows the respondents’ level of agreement
on changing their brand preference to the brand that are endorsed by their
favourite celebrity. As we can see, the table above indicates that the majority
of the respondents agreed on changing their brand preference to the brand that
are endorsed by their favourite celebrity (20, 50%). However, there are 12
respondents disagreed on changing their brand preference to the brand that are
endorsed by their favourite celebrity (30%), followed by 8 respondents strongly
disagreed on changing their brand preference to the brand that are endorsed by
their favourite celebrity (20%).

 

 

            Table
above shows the respondents’ level of agreement on buying an advertised product
will help them to be more confident and presentable. As we can see, the table
above indicates that the majority of the respondents agreed that buying an
advertised product will help them to be more confident and presentable (21,
52.5%), followed by 5 respondents strongly agreed that buying an advertised
product will help them to be more confident and presentable (12.5%). However, there
are 9 respondents disagreed that buying an advertised product will help them to
be more confident and presentable (22.5%), followed by 5 respondents strongly
disagreed that buying an advertised product will help them to be more confident
and presentable (12.5%).

 

Discussion

           

            The
following discussion is discussing on the findings that answers the research
question 1, which is “Are Sunway University students aware of subtle advertising?”

 

            The
results revealed that most of Sunway University students (97.5%) are aware of
advertisement on the internet. However, this results shows that there are
differences compared to the past studies. According to one of the past studies
conducted by Sumanthi and Begum (2016), their findings revealed that consumers are
more aware to advertisement on television while consumer aware of advertisement
on the internet had the lowest percentage. This shows that Sunway University
students are most likely surf and aware of advertisement on the internet compared
to past studies (Sumathi & Begum, 2016) where most of the consumer are
aware of advertisement on television.   

Post Author: admin

x

Hi!
I'm Erica!

Would you like to get a custom essay? How about receiving a customized one?

Check it out