An Assessment of Commercial Advertisement’s Effects on Consumer Buying Behaviour

Abstract

Consumer buying behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase. This study aims to investigate the influence of commercial advertisement on consumer buying behaviour regarding internet companies in Erbil. The objectives of the study are multi fold, first To adumbrate the profile of the consumers in Erbil for future advertisement campaign, second to critically examine the perception of the consumer about advertisements, third to analyses and explain the new medium of advertisement and its impact, fourth to assess the role of advertisement in case of internet companies to promote their brands. Three internet companies are selected as sample size including Fast link, Newroz and Tishkent data collected via questionnaire by using 5 likers scale. A structured questionnaire was developed and distributed among 80 users of three internet service provider in Erbil, whereas 60 employees answered rightly. Most of the employees showed positive answers that they have influence of advertisement on their buying behavior toward internet services. This thing leads toward rejection of our Ho and acceptance of H1. Those who left behind with less positive answers  main reason were found during survey that was they are with less education  and most of them they are not  aware with usage of smartphone. Related to future research other authors can consider other variables that are not coved under this study.

Keywords: {'name': 'Advertisement'}, {'name': 'Buying Behaviour'}, {'name': 'Internet Companies'}, {'name': 'Erbil'}

Authors & affiliations

Khurram Sultan
Affiliation not supplied

Gashaw Abdulrahman
Affiliation not supplied

Zhino Salam
Affiliation not supplied

Awin Mawlod
Affiliation not supplied

Rayan Dilshad
Affiliation not supplied

Deposited references

Supplied references, not a list of publications citing this article.

Marshall, A. (1890). Principles of Economics Macmillan. London (8th ed. Published in 1920).

Bovée, C. L., Thill, J. V., & Schatzman, B. E. (2003). Business Communication Today. Upper Saddle, NJ: Prentice Hall.

DOI: 10.1037/0033-2909.112.1.155

DOI: 10.1057/978-1-349-95121-5_1363-1

Chamberlin, E. H. (1933). Theory of Monopolistic Competition: A re-Orientation of the Theory of Value.

Oxford University Press, London.

DOI: 10.1108/14637150310496758

Czinkota, M. & Ronkainen, I. (2008). International Marketing (9th ed.). Mason, Ohio: Thomson-South Western.

DOI: 10.1126/science.7809624

DOI: 10.1016/j.anbehav.2006.10.012

Mescon, M. H., Bovee, C. L., & Thill, J. V. (2002). Business today. Prentice Hall.

Kotler, P. & Keller, K.L. (2006). Marketing Management (12th ed.). Upper Saddle River, NJ:Prentice Hall.

Kotler, P., & Keller, K. L. (2009). Marketing Management. Upper Saddle River, N.J., Pearson Prentice Hall.

Kotler, P. & Armstrong, G. (2008). Principles of Marketing (12th ed.). Upper Saddle River, NJ: PrenticeHall.