Impact of Effective Advertising on Consumer Buying Behavior: A Study of Mobile Phone Purchasers in Pakistan

Abstract

The advertising has a foremost and vital impact on purchasing behavior of consumers. With the growth of mobile phones industry in Pakistan, the need for effective advertising has raised. Most of times, advertisements do not have an impact on purchase behavior on consumers due to ineffectiveness. The basic objective of this study is to examine how much emotional responses are generated after watching effective add that persuade consumer purchase behavior. Environmental responses i.e. information rate and sensory stimulated activities represented in advertisements has also influence or even can change the buying behavior of consumers. Data was collected using non-probability sampling (N=300) through a pre-tested questionnaire from seven cities of Pakistan. Collected data was analyzed using correlation, regressions, t-statistics, reliability analysis and descriptive statistics. Demographics such as gender, age and qualification were also included. Findings revealed that factors of emotional and environmental response have a significant impact on behavior of Pakistani consumers. Implications and limitations of study were also included.