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 Eklöf, 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.