thesis m.adel-2

7/24/2019 Thesis M.adel-2

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The Role of Advertising in Affecting Consumers Behaviorand Buying

Decision- Making

An Egyptian Experience

BY

Mohamed Adel Sayed Mohamed Saleh

Supervisor: Dr. Raffat Youssef

A Thesis Presented in Partial Fulfillment of the Requirements for

The Degree Masters of Business Administration

(MBA)

Victoria University

May / 2015


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ACKNOWLEDGEMENTS

This dissertation is dedicated to my Family, for whom none of my accomplishments in my

Life could have been achieved, their unconditional love and unlimited support has been a

major factor in giving me the strength to complete my M.B.A Program.

I am very grateful to all my Victoria & Brilliance Professors, especially Dr. Raffat Youssef

who persistently encouraged all of my colleagues and me to strive for excellence. He taught

us how to think positively and to have self-confidence. As my advisor, he was there every

time we need him to give us advices we need during the dissertation process. I truly

appreciate his guidance, patience, and dedication to give us all his experiences.


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ABSTRACT

No one can deny the major effect of the advertising as one of the most important promotion

tools which all the companies are relay on these days to create awareness and to persuade the

customers with a new product or with existent one to remind the customers with, so that there

were numerous researchers tried to study the advertising and its extensive influence on the

behavior of the customers which also will reflect on their buying decision making.

Therefore the major endeavor of this study was to analyze the impact of advertising on the

consumers behavior and his decision making of buying a product or to use a service, the

researchersfrom decade considered advertising is one of the essential marketing tools and the

most correspondence medium which influence directly to the customers and it reflect

consequently on any company revenues.

All companies in these days are spend a lot of money to their advertisement campaigns to

assure that the customer will associate with their product or service brand, At the end of this

study we will be able to answer the core question which all our study focuses on:

Does the advertising really effect on the consumers behavior and his buying decision

making?

So the aim for this research is to inspect and analyze the effect of advertising and its impact

on consumers behavior and theirs buying decision making , and this research is considered as

quantitative research to analyze the impact of Advertising on consumer behavior , as a part of

this study we examined the respondents preferences& attitude towards the advertisements by

conducting a Questionnaire, which was selected through a stratified sampling method and the

respondents was from different categories and a different ages & gender to assure the

diversity inour results.

The researcher used a differentStatistical Package for Social Science (SPSS) to analyze the

data that researcher had collected.


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Purpose of the study:

The Purpose of this study is to describe and analyze the impact of advertising on the

consumers behavior and their buying decision making in Egypt.

Methodology Design:

This study is a descriptive quantitative study and the researcher depends on both a secondary

data which has collected from previous researches, studies and articles and a primary data it

was through a respondents structured questionnaire operated in contrived base setting to

describe the role of advertising as an independent variable consumers behavior and their buying

decision making in Egypt as a dependent variable with minimal interference from the

researcher.

The researcher used a cross sectional research design as its data was collected once a time, the

researcher depends on individual as a unit of his analysis.

The researcher depends on stratified sampling process to answer questionnaires which had

implemented in Carrefour hypermarkets, and several malls at my city Suez and the capital

of Egypt Cairo at the weekends and the researcher had divides the whole population into

strata according to the age, gender, and social classification and takes stratified sampling from

each stratum and depends on the stratified sampling to insure the diversity in questionnaire

results.

Findings-:

After this study finished the researcher has found that 64% of the respondents can buy a

product after the advertising convinced them ,72% saw that the advertisement are very

important , 72% finding pleasure while watching the ads, TV is the most preferable

communication tool for 40% of the respondents ,56% of them said TV advertisement timing

can affect differently on consumers decision making, also 56% of the respondents saw that

Using celebrities on TV advertisement can effect on consumers behavior and their buying

decision making, 56% saw that companies has to use a variety of advertisement because it is

the most effective factor to attract the customers to products, concerning to Radio ads 56%


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saw that Using good sound effects in radio advertising motivates customers to buy a product ,

using Billboard advertising on crowded roads is playing an important role to inform customer

with a product on roads 56% of the respondents stated that, Online shopping may affect the

image for a product or service in the consumers mind 56% also admitted that , 44% of the

respondents prefer the sense of humor advertisement .

Conclusion -:

After the researcher finished his study through a quantitative research by implementing

respondents questionnaire and using the Statistical Package for Social Science (SPSS) to

analyze the data and studying thesis and articles that relevant to the study he conclude that

advertising can effect positively on the consumer behaviors and their buying decision making.

Research limitations -:

The major element that imitated the researcher in this study was the time because this research

was constrained by in adequate data and information to represent the research, so the

researcher didnthad enough time to research widely to cover more geographic areas to make

the research include more cities so he applied it only in two cities his own city Suez and the

Egyptian capital Cairo and as a result of time & the geographical limitation he didnt have

the ability to include more respondents in the questionnaire.

This study was essentially designed to examine the impact of advertising on consumers

behavior and because of the most complexity thing you can study is human behavior and it

has its variety perspectives so it was so difficult to examine all kind of respondent behaviors

and their attitude.

Keywords -:

Advertising, Consumer behavior and Buying decision making.


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Table of contents

1. CHAPTER ONE1Introduction .................................................................................... 10:19

1.1. Purpose of the study ...................................................................................................... 19

1.2. Research problem.......................................................................................................... 19

1.3. Research objectives: ...................................................................................................... 19

1.4. Importance of the study ................................................................................................ 20

1.5. Structure of the study................................................................................................... 20

1.5.1. Chapter -1- Introduction.......................................................................................... 20

1.5.2. Chapter -2-Literature review................................................................................... 20

1.5.3. Chapter -3- Methodology .......................................................................................... 21

1.5.4. Chapter-4- Research findings and data analysis:................................................... 22

1.5.5. Chapter-5-Conclusion and recommendations:....................................................... 22

1.6. Industry overview .......................................................................................................... 22

2. Chapter two-2- Literature review:.................................................................................... 23:30

3. Chapter threeResearch methodology................................................................................. 31

3.1. Research Hypothesis..................................................................................................... 32

3.2. Research design............................................................................................................. 32

3.2.1. Purpose of the study.................................................................................................. 32

3.2.2. Type of investigation................................................................................................. 32

3.2.3. Extent of researcher interference............................................................................. 34

3.2.4. Study setting ............................................................................................................... 34

3.2.5. Unit of analysis ........................................................................................................... 34

3.2.6. Time horizon.............................................................................................................. 34


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3.3. Data collection method.................................................................................................. 35

3.3.1. Secondary data........................................................................................................... 35

3.3.2. Primary data.............................................................................................................. 35

3.4. Sampling process ........................................................................................................... 36

3.4.1. Questionnaire sampling process............................................................................... 36

4. Chapter four-4-Research findings and data analysis............................................................ 37

4.1. Quantitative analysis ..................................................................................................... 38

4.1.1. Fraquences of Personal data........................................................................................ 39

4.1.2. Analyzing questionnaire general questions................................................................. 40

4.1.3. Hypothesis testing ...................................................................................................... 40

5. Chapter fiveConclusion and recommendation.................................................................. 49

5.1. General conclusion........................................................................................................ 50

5.2. General recommendation............................................................................................. 51

Bibliography ..................................................................................................................................... 52


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List of tables

Table 1: The definitions of Advertisment . Page 12

Table 2: Advertisement Purposes Page 13

Table 3: advantages and limitations of Media Page 14

Table 4:Hypothesis Question analysis : affect of using celebirities in ads Page 40

Table 5:Hypothesis analysis :TV timing can affect on consumer behavior Page 41

Table 6:Hypothesis analysis :variety ads can affect on consumer behavior Page 42

Table 7:Hypothesis Question analysis :using good sound effect in radio ads Page 44

Table 8:Hypothesis Question analysis :using attractive color in billboard ads Page 45

Table 9:Hypothesis Question analysis :online ads can persuade the consumers Page 46

Table 10:correlations Table Page 48

Table 11:the mean table which compairing between the independent variable Page 49


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List of figures

Figure 1: The 5-Stage Decision Making Model Page18

Figure 2: Theoratical Fram work Page32

Figure 3: Hypothesis Bar chart Page41







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Advertising Background Information:

Advertere, with this word the Latin people refers to Advertising In the 17 th century to

make people notice or know.

The Dictionary of Chinese Etymology also defines the advertising as to extensively notify

the public.

Also Kotler & Armstrong 2010 defines the advertising as itsany paid form of non-personal

presentation and promotion of ideas, goods or services.

David Ogilvy once said, Advertising is a means to sell products and acquire the market.

So advertisement is considered as a promotional tool It creates the awareness, persuade,

reassure and influence on the customer decision making more so any rational company all

what it care about is to Maximize profits that will be throw increasing its sales so it relay on

the advertisement to keep the business going towards its goals although among the

competitors to make sure that the company has its competitive advantage.

There are a several kind of advertisement the companies can use to enlighten and inform the

customer with its products or services such as the printed Newspapers , Magazines ,Billboards

and flyers , the broadcast media Television and Radio and in this days a lot of people using

the social websites through their working day that direct the companies to creates a new kindof advertisement which called the word of mouse which addressed a lot of customers and it

achieved a successful results in many kind of fields , so because of all the above if we looked

deeply we will find that the most important fundamental principles for any company

advertisement champagne is to :

To score attention.

To arose interest.

To develop and sustain that interest.

To create desire.

To incite action.

To create good will.

Advertising Definitions:

A lot of scientists tried to define the advertising term in the past and every one of them

defined the advertising through his perspective as the following table illustrates:


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(Table 1)

Year Researcher Definition

1961 Colley Advertising is the use of public media at a price. Its purpose is to

convey information, change peoples attitudes toward the advertised

product, and induce purchase behavior to benefit the advertiser.

1978 Krugman &

Arnold

Advertising is paid delegation of communication of messages by an

organization or individual through various media to enable the public

to identify the advertisers product or service.

1987 Xu Shuifu Advertising is a medium between the advertiser and the consumer, in

other words, a persuasive intelligence activity to convey information

about and promote sales of products or services.

1992 Guan

Xinsheng

Advertising is a communicative and persuasive activity paid for by the

advertiser to appropriately convey messages to specific targets throughappropriate media at the appropriate time for the purpose of persuasion

in a planned and systematic approach.

1998 Yang Zhi 1. Advertising is an activity of information exchange to promote

market activity for businesses. 2. Advertising is information exchange

techniques to make people aware of products and services and

persuade them to purchase the said products and services.

2000 Xu Anqi 1. There is a specific advertiser. 2. It is paid communication. 3. It is

non-interpersonal communication. 4. It sells ideas, commercialproducts or labor.

2002 Li Yanzu Advertising is planned extensive publicity for a commercial product or

service to generate, maintain and expand product sales or service

range.

2004 Liu Jianshun Advertising is a methodical, organized, impersonal communicative and

persuasive activity paid for by specific advertisers to promote

commercial products, (including tangible products, services, ideas,

etc.)

2006 Wang

Yuxiong

Advertising is communication of information about an organization

and its products through mass media to target viewers or audiences.

2007 Hunag

Manqin

Advertising is impersonal communication paid for by specific

advertisers as an attempt to persuade and influence consumers through

public media.

Collection from web articles as an efforts from the researcher


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Advertising objectives:

As it is known that the objectives of the advertisement are to communicate with largest

audiences at a specific time, so the researchers classified the advertisement objectives throw

their purpose to:

Inform advertising.

Persuading advertising.

Reminding advertising.

(Table 2)

Informative Advertising: Persuasive Advertising Reminder Advertising

Communicating customer

value

Suggesting new uses for

product

Building a brand and

company image

Informing the market of aprice change

Telling the market about a

new product

Describing available services

Building brand preference

Persuading customers topurchase now

Encouraging switching to a

brand

Persuading customers to

receive a sales call

Changing customer

perceptions of product

value

Convincing customers to

Maintaining customer

relationships

Reminding consumers where to

buy the product

Reminding consumers that the

product may be needed in the

near future

Keeping the brand in a

customers mind during off-

seasons


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and support

Correcting false impressions

Explaining how a productworks

tell others about the brand

The major type of advertising is media which has a several kind such as T.V, newspapers, the

Internet, Direct mail, magazines, radio and outdoors but each media has its advantages

And disadvantages as the following table will illustrate:

(Table 3)

Medium Advantages Limitations

Television Good mass-marketing

coverage; low cost perexposure;

combines sight, sound, and

motion; appealing to the

senses

High absolute costs; high

clutter; fleeting exposure;less

audience selectivity

Newspapers Flexibility; timeliness; good

local market coverage; broad

acceptability; highbelievability

Short life; poor reproduction

quality; small pass-along

audience

The Internet High selectivity; low cost;

immediacy; interactive

capabilities

Potentially low impact; the

audience controls exposure

Direct mail High audience selectivity;

flexibility; no ad competition

Relatively high cost per

exposure; junk mail image


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within the same medium;

allows personalization

Magazines High geographic and

demographic selectivity;

credibility

and prestige; high-qualityreproduction; long life and

good pass-along readership

Long ad purchase lead time;

high cost; no guarantee

of position

Radio Good local acceptance; high

geographic and

demographic selectivity; low

cost

Audio only; fleeting

exposure; low attention (the

halfheard

medium); fragmented

audiences

Outdoor Flexibility; high repeat

exposure; low cost; low

message

competition; good positional

selectivity

Little audience selectivity;

creative limitations

Source: Principle of marketing 14th edition.

Consumer Behavior:

Consumer behavior is one of the most complex studies the researchers can to analyze and also

the most important factor in the marketing field which its all companies are caring about.

There are a lot of theories exist to explain and to analyze the Consumers and their behaviors,

all these studies are figured it out that there are several factors that influence on the consumer

behavior whether internal or external, the common factors are:

Consumerscultural

Social factors and

The consumers personal factors such as motivation, perception, learning and memory

comprise an influence on how the consumer responds to the marketing. (Kotler & Keller

2007, 92.) .

The study of individuals, groups or organizations and the processes they use to select,

secure, use and dispose of products, services, experiences or ideas to satisfy needs and the


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impacts that these processes have on the consumer and society. This how Pant (2007)

defined consumer behavior.

In 2010 Solomon, et al p6 defined Consumer behavior as The study of the processes

involved when individuals or groups select, purchase, use or dispose of products, services,

ideas or experiences to satisfy needs and desires.

Lantos, 2011 put into his consideration that one of the important aspects of consumer

behavior is market segmentation, because consumers within the segment are more or less

similar in terms of products needs and desire

Also Solomon, et al, 2010 said that the market segmentation consists of different categories

for instance demographics (age, gender, social class), geographic (region, countrydifferences), psychographic (personality, life style) and behavioral (Brand loyalty, benefit

desire) and also he mentioned that One of the important dimensions in consumer behavior is

social time, which means The time in relation to social processes and rhythms and schedules

in society such as working hours, opening hours, eating hours, and other institutionalized

schedules.

Another definition of consumer behavior is The dynamic interaction of affect and cognition,

behavior, and environmental events by which human beings conduct the exchange aspects of

their lives(Bennett, 1989).

As (Kvnstantynydys, 2004, pp. 111) stated that Consumer buying behavior has always been

regarded as a matter of marketing, Consumer behavior is based on the following five steps:

1) Identify the problem

2) Search

3) Evaluate Options

4) Decide to Buy

5) After purchasing behavior

The Nature of consumer Behavior:

There is a several factors influence the consumer behavior it is divided as following:

1- External Influences:

Culture

Demographics and social stratification


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Ethnic, religious, and regional subcultures

Families and households

Groups

2- Internal Influences:

Perception

Learning Memory

Motives

Personality

Emotions

Attitudes

To examine the consumer behavior we have to differentiate between three Issues(Needs, Wants and Demands) to be able to analyze the consumer behavior and to

know how we will stimulates them to purchase product through advertisement.

Needs: state of felt deprivation including physical, social, and individual needs

such as hunger.

Wants: form that human need takes as shaped by culture and individual

personality such as bread.

Demands: human wants backed by buying power i.e. money.

According to the abovementioned if we were more carefully to interpret the

human nature the more easily to predict the interaction of the consumer

through that we will trying to provide him with advertising which will stimulate

him to purchase the products and to satisfy his needs

Consumer Decision Making Process

Before we get into our study we will have to brief the term decision first so every day every

one of us makes a lot of decisions every day of his live, However, we in general we made

these decisions always without thinking about how we will make them and what is the

consequences of our decisions even the decision-making process itself.


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So as a general the decision is defined as the selection of an option from two or more

alternative choices, so if any person wants to make a decision, he has to choose from an

alternatives as an example if anyone has to choose to purchase a product and to leave the

other or to do something and to leave another one in this meantime he will have to make his

decision , on the other hand if he didnt has any choices to choose from and he has to accept

the only choice he has in this mean time he wont make a decision he will do what he has to

do, also the scientists after a deep researches come to with three levels of consumers decision

making process which make this process more easier and not boring one they ranged it from

very high to very low, they distinguish the three specific level of consumer decision making as

following :

1. Extensive problem solving.

2. Limited problem solving

3. Reutilized response behavior. Which were discussed in Howard-Shenth model of consumer

behavior (Schiffman and Kanuk 2003; 547-549)

So as the abovementioned we can conclude that if anyone wants to make his own decision he

will go through five basic levels as following:

(1) Problem recognition

(2) Information search

(3) Evaluation

(4) Purchase decision

(5) post purchase behavior

Figure (1)

Figure 1. The 5-Stage Decision Making Model (Silverman 2001.)

Decision Making Process

The decision making process consists of a steps, it begin with need feelings arising from and

ending with making the decision. The need feeling may be an urgent one which must be

satisfied immediately or one which may be postponed to another time so if we want to make a

decision for an issue we will go through three recognized stages as following:


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1- The Pre-decision Stage

At this stage the consumer influenced by external factor such as observation or awareness of a

product which stimulate his desire to think of a decision.

2- The Decision Stage

At this stage, the consumer influenced by internal factors which consists of his experiences,

attitudes, opinions, and feelings these entire factors will accumulate with each other to make the

cognitive structure to make the consumer about to make his move.

3- The Post-Decision Stage

At this stage, the consumer will have to take the risk of his decision and to bear the consequences

of his decision.

1.1. Purpose of the study

The Purpose of this research is to examine the influence of advertising on consumers

behavior and their buying decision making.

1.2. Research problem

The biggest problem for that research that some companies dont rely on the advertising as

much as its importance and they consider the any amount they will spend on advertising is

consider as ordinary expenses not as a tool will bring to him a lot of revenues in return, so the

researcher tried to reveal the importance of the ads and its effect on consumer behavior and

buying decision making.

1.3. Research objectives:

In order to achieve the purpose of this study, the following questions should be answered:1- What are the forms of advertising used?

2- Determine the relationship between the advertising and consumers behavior?

3- How far the advertising influenced on consumers behavior & his decision making?


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1.4. Importance of the study

This essential aim for this study was to reveal the importance of advertising and its

influence and its impact on the consumer behavior and how it can change the

consumer opinion for a product and his behavior toward it then his buying decision

making.

1.5. Structure of the study

The research contains five chapters relevant related and every chapter is considered as

complementary for the previous one, So that it makes us able to answer the main

research questions at the end of the study.

1.5.1. Chapter -1- Introduction

It includes a discussion about the purpose of the study to find out the research problem

after that the introduction discusses the research objectives and importance of the

study, finally the end of this chapter includes the structure of the study.

1.5.2. Chapter -2-Literature review

In this chapter we are passing through the history of researches related to my topic

from accredited source like previous thesis the literature review is divided into two

main parts represent the keywords of the research (Advertising) , (Consumers

Behavior) & ( Buying Decision Making )

1- Literature includes the definition of term advertising from the academic point of view,

and then it goes to explain the impact of the advertising and its influence on the

consumers behavior.

2- Consumer behavior is the second keyword in this research. The same way as the first

keyword started with the academic meaning of consumer behavior and then discussed

how the behavior and the attitude of the consumer can be changed after the advertising

for a particular product.

1.5.3. Chapter -3- Methodology


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It describes the methodology used in the research, highlighting the data collection

methods:

1.5.3.1. Purpose of the study

Describe the role of advertisement on consumers behavior in Egyptian market.

1.5.3.2. Type of investigation:

The researcher depends on the descriptive method in this research to demonstrate and

to examine the influence and impact of the advertisement in affecting the consumers

behavior in Egypt.

1.5.3.3. Extent of researcher interferenceThis study has been accomplished with the minimum interference from the researcher.

1.5.3.4. Study setting

This study is done in a contrived setting.

1.5.3.5. Unit of analysis

This study depends on individual as a unit of analysis.

1.5.3.6. Time horizon

The study is considered as cross-sectional study as its data was collected once a time.

1.5.3.7. Sampling process

The researcher depends on the primary data collected with stratified sampling process to

answer questionnaires in which the population represents Egyptian people in different scales

and have different tastes to answer the listed questions in questionnaire and to assure the

diversity in the results.


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.

1.5.4. Chapter-4- Research findings and data analysis:

This chapter includes the primary data analysis which is collected by respondents

questionnaire and the researcher used a Statistical Package for Social Science (SPSS)

to analyze the collected data.

1.5.5. Chapter-5-Conclusion and recommendations:

This chapter contains all finding and the conclusions that the researcher had come out

with after analyzing the primary and secondary data and includes the overall answers

about the research questions.


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Chapter two-2- Literature review


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Chapter two-2- Literature review:

Introduction:

- Its any paid form of non-personal presentation and promotion of ideas, goods or

services with words Kotler &Armstrong 2010 defined the most important tool in the

marketing strategy, there are a numerous researchers tried to define the advertising for

its great influence on consumers (as the researcher revealed it in chapter one).

- The study of individuals, groups or organizations and the processes they use to select,

secure, use and dispose of products, services, experiences or ideas to satisfy needs and

the impacts that these processes have on the consumer and society. This how Pant

(2007) defined consumer behavior, and because of consumer behavior is one of the

most complex studies the researchers can to analyze and also the most important factor

in the marketing field which its all companies are caring about also Kotler & Keller

2007, 92 said that The consumers personal factors such as motivation, perception,

learning and memory comprise an influence on how the consumer responds to the

marketing as an efforts from him to understand the human behavior.

Soin this chapter we will trying to represent the numerous scientists studies they had made to

examine the effect of advertisement on the consumers behavior because of its tremendous

influence on consumers, the advertisement is a very important tool of marketing it can

stimulates the consumers needs to purchase any product for that the companies are spending

a huge amounts on their advertising campaigns to make sure that their brand and the product

name has impressed permanently at their consumers mind, so there are also a numerous

researchers made their researches regarding this issue to accomplish what the previousresearchers had been begun before.

In the research literature we will make an overview of previous researches on my

research topic and a comprehensive review of all published research that is relevant to

my proposed investigation and guided by my research objectives so we will study all

thesis articles had been published concerning to my research and we will make :

Convey the depth and breadth of research that has been accomplished on a subject


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Supports the motivation and significance of the research

Identify important issues and link to hypotheses

Identify key areas of missing knowledge

Describe methodologies used

Describe existing data sets

Link proposed research to previous and ongoing research efforts.

In our research we will make an overview for some studies concerning the effect of

advertisement on the consumersbehavior to see if there a relationship between the ads and

the consumersbehavior and their decision making:

Study one:

IDOSI Publications, 2013 Muhammad Ehsan Malik, Muhammad Mudasar Ghafoor, Hafiz

Kashif Iqbal, Qasim Ali, Hira Hunbal, Muhammad Noman and Bilal Ahmad they have made

a study with the name of Impact of Brand Image and Advertisement on Consumer

Buying Behaviorthey discussed in their study the influence and the impact of product brand

and its advertisement on the consumer behavior and they found that brand image and

advertisement for any product are playing an important role to enhance the companys

performance and their market share , they also found that brand name is considered as

essential tool for changing consumers buying opinion and the advertisement is an effective

source to convey any productsmessage and stay in customersmind, so in their study they

tried to analyze the impact of brand image and advertisement on consumer buying behavior.

After the researchers made their Questionnaire on over 150 respondents were collected within

the period of one month. They found that the brand image and advertisement have strong

positive influence and tremendous relationship between the Consumer buying behaviors and

After they made SPSS analysis to evaluate and analyze the results it revealed the strong

influence of brand image on Consumer buying behavior and how i t can change peoples

buying behaviors positively and also the analysis result illustrate that advertisement also has

positive impact on consumer buying behavior. So summarized the research that if the

consumers know more about the brands in the advertising media it will be in their mind easily

and it will change their opinion to purchase the products so in their study they confirmed the

importance of advertisement and its impact on consumer as a big marketing weapon to attract

the customers to any products.


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- Key words: Brand image, Advertisement and Consumer Buying Behavior

Study two:

The IOSR Journal of Business and Management (IOSR-JBM) had published a study to Dr.

D.Prasanna Kumar & K. Venkateswara Raju under the name of The Role of Advertising in

Consumer Decision Making they discussed in their study the influence of the

advertisement on the consumers behavior and their willingness to buy a product and they

aimed in their study the importance of the advertisement and they define it as a kind of

communication tools which trying to convince and make awareness to the audience

whatever they were a viewers, readers or even a listeners to purchase a product or to take an

action towards a products or services ,they mentioned that the purchase process is considered

as a decision making process and it always be at under risk level so it has a sensitive

influence on the consumers and they find a difficulty to take that decision , so in their study

they investigated the relationship between the advertisement and its effect on the behavioral

aspect of consumer buying behavior, after they made respondents questionnaire on over 100

hundred to analyze their responses they made an analysis for the results they found that,

advertisement has the ability to change the opinion of the customers about the product also

they find out that the Customers likes to watch more of the ads which affect in their behaviour

towards a product , Advertisement are easily convincing the customers for a product,advertisement as a communication media has the ability to convey an important message to

the customers and also they found that the advertisement should neither be long nor be too

short and the advertisement should be attractive to the customers to make them involved with

the advertisement and the brand of the product to related with the consumers mind, they

conclude that every consumer is making his buying decision making with incomplete

information, so they are under risk all the time and because of the variety of the brands of a

particular product so there are a lot of alternative for the consumer to choose among them so

in the absence of the demanded information here the a good advertisement role to provide the

customers with whole information about The products because the customer did not has the

enough time to search about information for every products so the advertisement is influence

on the consumer opinion and his decision making to buy products and their behavior.

- Key Words: Advertising, Consumer behavior, Consumer buying behavior.


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Study three:

In 2013 IJMRBS had published a study to Naveen Rai with the name of Impact of

advertising on consumer behaviour and attitude with reference to consumer durable

the researcher mentioned in the study that we are now live in a world full of information and

media, so the advertisements is playing an important role in changing the attitude of the

consumer behaviour towards the products so the advertisements are changing the attitude of

consumers and their look at products, for decades and the advertisement are playing its role in

changing the a behavior of the consumers and the all kind of an advertisement and the huge

number of it are the witness on that , in the mentioned study the researcher made it in the first

place to illustrate the impact of the advertisement and its influence on the consumers behavior

, how it can change the attitude of the consumer towards the products after they watch its

advertising champagnes, after making the analysis for respondents results the researcher came

out with a conclusions that advertisement has its influence on the behavior and attitude

formation of consumers not only in India but also worldwide, the study revealed that

advertisement are motivating the durables products consumers, and the study also illustrates

that the consumers are induced significantly by advertisements when the target is on quality

and price and variety of the advertisement is playing a great role to motivates the consumers

to purchase the products especially when it cover all the values of the product and make a

brand recognition.

- Keywords: Advertisements, Consumers, Behavior, Attitude, Product

Study four:

IBIMA volume 3, 2008 published a study to Sandra Jaktien, Dalia Susnien and Valdas

Narbutas, they mentioned in their study that Advertising is playing a major role in the life. It

is changing the attitudes of the whole society and the individual level too and influences on

consumers behavior their willingness to purchase a product ,they mentioned that the customer

has to be aware of all information about the product which intend to buy to be able to make

his decision making and to came out with conclusions, because of the whole environment


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around the consumers is full of a positive emotional stimulus so the most important purpose

of the advertising is to present its product and to keep the brand name of the products stock in

the consumers mind and to attract the customers attention they focused in their study that

there are a lot of aspects influence on the consumer such as the psychological-cognitive,

emotional aspect and behavioral ones play the most important role , after they made a

descriptive quantitative survey (questionnaire) ,through a several kind of questions which

asking about if the customers learn about the enterprise from the ads , to reveal how the

customer accepted the advertising information in the cognitive aspect, to determine if the

advertising information makes any impact on the customer behavior. They conclude that

advertising has influences on the consumers that will be through the cognitive aspects through

senses, perception, attention, memory, reasoning, language, etcthey found out that the most

important tasks for the advertising process is to enlightening the product or service advertised,

attract the customers attentionand sustain it to concentrate the brand name in the consumermind .

Theoretical analysis revealed that there are three aspects: cognitive, emotional and behavioral

were identified and evaluated during the survey.

The survey results illustrated that the customers attentionwas influent mostly by ads in press

and brochures.

The research data revealed that (79%) of the respondents are influenced the by (emotional)

aspect with a positive feelings.

SO they had confirmed their opinion that advertising make a psychological impact on the

customer and changed their behavior.

Keywords: advertising, impact of advertising, customer behaviour, psychological aspects.

Study five:

In 2013 Ethel Lee is a candidate at Turku University of Applied Sciences made his Bachelor

of Business Administration (BBA) thesis on one of the advertising medium which is online

advertising and the thesis was named as Impacts of social media on consumer behavior,

Decision making process, the researcher in this study tried to examine the impact of the

social media on the consumer behavior and his buying decision making because of the life

style in tis days enormous people are using the social media in their regular day while they

waiting transportation even in it when they are going in their works and at the breaks in their

jobs .etc. so this new trend has attract the marketer to represent their advertisement on this


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social media which attract a huge number of consumer so it will surround the consumers and

make the brand of the product be always in the consumers mind , So in this research

explained how consumers are trying to and select between the products to take the

appropriate decision through social media before they purchase. The research findings

illustrated that consumers pursue an active role in information search on social media

comparing to mass media, after the researcher had finished the data analysis find out that

however the major role that social media playing in marketing strategy, but social media

cannot be considered as the most powerful tool in the marketing to attract the consumers to

purchase products through it in Finland, and consumers confirmed that mass media still has

certain influence in attract the consumers awareness to stimulate their needs for purchasing ,

for instance discounts available in stores, or a good deal so Social media is playing a great

role in getting relevant information, however the mass media still the most powerful tools in

the marketing strategy for any company which has to depend on more .

Study six :

Johanna vihonen is a candidate at Tampere University of Applied Sciences in 2013 he

represents his thesis under the name of The Effects of Internet Pages and Online Advertising

in Consumer Behaviour, Case IKEA Tampere in this study the researcher tried to examine

and analysing the effects of internet pages and online advertising in consumer behaviour and

he took IKEA Tampere as an example for supporting his study so he made a lot of researches

on the company and the study was conducted with two method quantitative and qualitative

research methods in order to expand the overall understanding and to confirm findings from

different data sources however the researcher has received a huge information and analysis he

intend to make his analysis and findings unpublished as confidentiality agreement he made so

we understand from his conclusions that he found that ,If there is a pattern between the IKEA

Company and its customers and how they behave with the company website online, the

analysis shows that IKEA as a company and ongoing campaigns. Being too simple, plain, and

boring sometimes could be highlighted as a local store pages weakness ,they found that

customer sometimes find an inspiration to visit the sores after they took they recognition and

information from the webpages. The analysis illustrate also that the local website is not used

at its full potential, IKEA Tampere has established a large customer whom registered to IKEA

FAMILY loyal customer programme so they numerous potentials with customers whom can

be traced more easier to attract them to visit the store, it shows a clear interest towards the


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local store page. However, when they compared the actual sales revenues of the online

advertising week, with the numbers of visitors on page, it was minimal percentage,

After a customers interviews the analysis revealed that the layout of the website is fairly

attractive although they stated it was clear and things were found easier but in general it

wasnt memorable, the analysis revealed that 10% of the visitors are leaving the page just

from interring the front page so the company has to make the front page more attractive to

customers to encourage them to visit the whole pages to gain more marketing time ,

eventually the study analysis revealed that there are weakness an strengths in online

marketing for IKIA but in general the analysis find out that there are a numerous visitors to

web pages and online websites which give a great opportunities to companies to gain a newsociety sector of buyers and how this kind of advertisement can effect on the consumers

behaviour and their willingness to buy products .


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Chapter three3- Research methodology


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Introduction

This research is depending on both primary data and secondary data. The primary data had

been collected from a structured respondents questionnaire that had been selected with

stratified random sampling for this research, Concerning the Secondary data it also had been

collected from previous researches, studies and articles, the researcher used the structured five

point Likert Scale to assess the results and a Statistical Package for Social Science (SPSS

version 21.0 of IBM for analysis and evaluation)to analyze the data that had been collected.

This research basically established to examine the impact and the influence of the

advertisements in effecting consumers behavior and their purchase decision making, The mostimportant task for advertising of any product is to create awareness, perception, provide

enough information, learning about the product for the customers to make their decision

whether buying or not so the marketer has to be persuasive enough to motivates the

customers to buy and satisfy their needs.

The following picture is represent the research theoretical frame work :

Figure (2)

3. Chapter three3-Research methodology

3.1.Research Hypothesis


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Hypothesis

H1: Using celebrities on TV advertisement can effect on consumers behavior

and their buying decision making.

H2: - TV advertisement timing can affect differently on consumers decision

making .

H3: the variety of advertisement is the most effective facto to attract the

customers to products .

H4: Using good sound effects in radio advertising motivates customers to buy

a product. .

H5: to concentrate on rush hours radio advertisement will attract more

listeners to the products

H6: using Billboard advertising on crowded roads is playing an important role

to inform customer with a product on roads

H7: to attract more customers to billboard ads we have to make it with bright

colors

H8: Online shopping may affect your image for a product or service

H9: POP advertising is considered as an important tool of online advertisement

do you agree.

3.2.Research design

3.2.1. Purpose of the study

The Purpose of this study is to describe and analyze the impact of advertising

on the consumers behavior and their buying decision making in Egypt.

3.2.2. Type of investigation

This descriptive study is to describe the impact of the advertising on the

consumersbehavior and their buying decision making in Egyptian market.


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In this study, the researcher tries to know the role of advertising as an

(independent variable) on consumers behavior and their buying decision

making as an (dependent variable) in Egypt.

3.2.3. Extent of researcher interference

This study will be performed with minimal interference from the researcher because its a

field experiment as questionnaire will be distributed to respondents to answer questions and

collected after answering them but if there is any difficulty to understand any question, the

researcher will clarify it in a simple and a neutral manner without giving any directions to

respondents for selection.

The researcher used a differentStatistical Package for Social Science (SPSS) to analyze the

data that researcher had collected.

3.2.4. Study setting

This study is a descriptive study operated in contrived settings questionnaire will be applied

by face to face to respondents to answer it and collect it back to the researcher. This will be a

quantitative method for data collection.

3.2.5. Unit of analysis

Researcher will depend on individual as a unit of analysis for this research; respondents will

be the unit of analysis for questionnaire.

3.2.6. Time horizon

This study is cross sectional study because the researcher will collect data

once a time.


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3.2.7. Data collection methods

Primary data and secondary data are required for this research; the researcher

has to depend on both sources of data to complete the total image of data

collection.

3.2.8. Secondary data

The researcher depends on different sources to obtain data that support this

study. Reference books, recent journals and trusted internet web sites are the

main dependent in collecting secondary data to support this study with actual

data about the role of advertising in affection on consumers behavior andtheir buying decision making in the Egyptian market.

3.2.9. Primary data

The researcher depends on one way only to collect the primary data that was

through respondents questionnaire

3.2.9.1. Questionnaire

The researcher uses a questionnaire as a tool to test the effect of advertising on consumers

behavior and their buying decision making in Egypt, this questionnaire helps to draw the

relation between the effect of advertisement and consumer behavior and their buying decision

making.

The questionnaire is divided into three parts which are

1- Personal information questions

2- General questions

3- Hypothesis testing questions.


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1- Personal information:the researcher collects demographic information to segment

the sample into groups which can indicate the effect of social classification for

groups, the marital Status for them and demographical background.

2- General questions:the researcher collects general questions that asking about if the

respondents have any leisure time and if there is how many hours in the week,

questions that measure the importance of ads for the respondents, the preferable ads

for them and the most favorable medium for them.

3- Hypothesis testing questions: the researcher tries to test the hypotheses

suggested. This will be when the participants answer certain questions which

determine the direction of each hypothesis.

4- Sampling process

The researcher collected stratified sampling respondents to answer questionnaires;

this study describes the role of advertising if affecting the consumersbehavior and

their buying decision making in Egypt.

3.2.9.2.Questionnaire sampling process

The researcher will depend on stratified sampling process and divides the whole population

into strata according to the age, gender, social and regional classification and takes stratified

sampling from each stratum and he depends on the stratified sampling to insure the diversity

in questionnaire results and to decrease sampling errors and take equal number of respondents

from each stratum.

The researcher will collect respondents randomly from each stratum; questionnaire will be

distributed to the candidate manually and collected after answering it.


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Chapter four-4-Research Findings and data

Analysis


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4. Chapter four-4-Research findings and data analysis

4.1. Quantitative analysis :

Introduction:

This following chapter illustrates the Statistical Package for Social Science (SPSS) analysis

which made from the data collected from the questionnaire, the set of questions based on the

theories discussed in previously chapters the questions was sent to all possible individuals who

are currently living in Cairo and Suez, all the research questions and response option are

relevant and related to components of the research study , and all these questions has been

implemented in order to allow respondents to understand it easily and to make sure that all

results will be more accurate .

This survey was sent out to approximately 98 respondents, and the number of

participants was 50, so the total percentage of responses was 51%, the questionnaire

was containing 30 questions, Questions was divided into 3 stages according to the

research object:

1- The first stage: waspersonal information the researcher collected it according to

demographic information to segment the sample into groups which can indicate the

effect of social classification for groups, the marital Status for them and

demographical background.

2- The second stage: General questions the researcher collected general

questions that asking about if the respondents have any leisure time and if there is?

How many hours in the week? Questions that measure the importance of ads for the

respondents, the preferable ads for them and the most favorable medium for them.

3- The third stage: Hypothesis testing questions the researcher tried to test the

hypotheses suggested. That happened when the participants answered certain

questions which determined the direction of each hypothesis.


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The Analysis for the research as following:

The researcher in his analysis used the Statistical Package for Social Science (SPSS)

analysis and he also to assess his results he used the Likert scale which consists of 5

point scale. For the analysis of the responses.

4.1.1 Frequencies of personal data

the analysis revealed that respondents numbers who responded to the survey was 98

but only 50 respondents who completed all the survey questions most of the

respondents were a local customers to malls or hypermarkets and the number of the

Female respondents was (21) with percentage 42% and Male respondents (29) with

percentage 58% .

And the number of respondents who were at the age of 16: 21years old (16) which

mean the majority and the minority was divided equally between the 21: 35 years old

and who 55 years old and over with frequency (11).

And the marital status analysis illustrate that the percentage for the respondents was

for the married with children with 36% of the respondents with frequency (18),

married (16) with 32 % percent and singles also (16) with 32% percent too.

- Concerning the educational status analysis the majority was to post graduate with

frequency number (20) with percentage 40% in the second position the graduated (17)with percentage 34% of the respondents and any other with frequency (13) percentage

26%.

- And the monthly income status analysis shows that we have (17) respondents earning

from 3000 EGP: 6000 EGP per month which majority with percentage 34%, we have

(15) who earns from 1000:3000EGP per month with percentage 30% and the other

36% is divided equally between who earns 6000EGP per month and more.


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- Concerning the leisure time hours per week analysis we can see that we have the

number of respondents who has less than 5 hours (15) with percentage 30%, from 5:10

hours (14) with percentage 28%, from 11:16 hours (9) with percentage18%, from 17:

21 hours (6) with percentage 12% and more than 21 hours (6) with percentage12%.

4.1.2 Analyzing questionnaire general questions :

- The analysis of the general questions revealed that 64 % of the respondents say (Yes)

to buy a product after advertisement convincing them however 36% they say (No).

- Despite 72% of them saw that product advertisements are important and on the other

hand 28% saw that advertisement is not important for them.

- And 72% of the respondents finds a pleasure while watching a good advertising and

28% said (No) about that.

- However there are72% saw that the repeating an attractive advertising is useful and28% say (No) to that.

- The 40% of the respondents prefer the TV as tool of advertising, 340% prefer radio,

8% prefer billboard as a communication tool and the left 18% prefer the online

advertising.

NOTE:

Kindly find the whole tables which support my analysis in the Appendixes

4.1.3 Hypothesis testing:

- The analysis of the hypothesis questions revealed that 56% of the respondents agree

with using celebrities on TV advertisement and it can effect on consumers behavior

and their buying decision making, 8% strongly agree with this, 9% was neutral and the

left 18% it was between disagree and strongly disagree. As Table (4) shows:

Table (4)

Frequency Percent Valid Percent

Cumulative

Percent

strongly agree 4 8.0 8.0 8.0

agree 28 56.0 56.0 64.0

neutral 9 18.0 18.0 82.0

disagree 5 10.0 10.0 92.0

strongly disagree 4 8.0 8.0 100.0

Total 50 100.0 100.0

Valid

Using celebrities on TV advertisement can affect on consumers behavior and their buying decision making.


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(Figure 3)

- Concerning to TV advertisement timing can affect differently on consumers decision

making as the Table (5) shows that 8% strongly agree with this aspect ,56% are also

agree , 18% were neutral ,10% were disagree and the other 8% were strongly disagree

with that .

Table (5)


Cumulative

Percent


agree 28 56.0 56.0 64.0

neutral 9 18.0 18.0 82.0

disagree 5 10.0 10.0 92.0


Total 50 100.0 100.0

TV advertisement timing can affect differently on consumers decision making

Valid


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(Figure 4)

- Table (6) illustrate the analysis of the how variety of advertisement can be effective

factortoattract the customers to products we can see that 56% is agree with this aspect

and 8% is strongly agree , 18% were neutral and the 18% was either disagree or

strongly disagree .

Table (6)


Cumulative

Percent


agree 28 56.0 56.0 64.0

neutral 9 18.0 18.0 82.0

disagree 5 10.0 10.0 92.0


Total 50 100.0 100.0

the variety of advertisement is the most effective facto to attract the customers to products

Valid


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(Figure 5)

- sometimes using celebrities in TV ads is considered as an exaggerator issue in this

question 56% of the respondents said (No) and 44% of them said (Yes)to this aspect

- when we asked about how many times of purchasing after watching celebritys ads

30% of the respondents said (Once),50% said (twice),8% said (three times )

and 12% said they bout more than three times .

- when we asked about if TV ads repeating is stimulate the customer to purchase the

products 56% of the respondents said (No) and 44% said (Yes)

- after asking about the perfect duration time for TV ads to memorize a product brand

68% of respondents said (1 Minute) , 16% said (2Minute), 10%(3Minute)and 6% said

more than 3Minuts

- Concerning to the most preferable kind of TV ads 44% of the respondents preferred

(humor) ads, 12% (Fear), 32% preferred the (animation) ads and 12% preferred other

kinds of ads.

- Using good sound effects in radio advertising motivates customers to buy a product

we can find that 8% were strongly agree ,56% were agree ,the neutral respondents

were 18% , 10% were disagree strongly disagree as Table (7) shows


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Table (7)

(Figure 6)

- When we asked about the preferable sound for radio advertising we find out that 74%

of the respondents are prefer the (Female) sound and the 16% prefer the (Male) and

10% saw that the Radio advertising should be consists of both sounds.

- to concentrate on rush hours radio advertisement will attract more listeners to the

products there were 56% agree with that ,8% strongly agree ,the neutral were 18% ,

disagree were 10% and strongly disagree were 8%.


Cumulative

Percent


agree 28 56.0 56.0 64.0

neutral 9 18.0 18.0 82.0

disagree 5 10.0 10.0 92.0


Total 50 100.0 100.0

Using good sound effects in radio advertising motivates customers to buy a product.

Valid


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- using Billboard advertising on crowded roads is playing an important role to inform

customer with a product on roads there were 56% agree with that ,8% strongly agree

,the neutral were 18% , disagree were 10% and strongly disagree were 8%.

- Asking about the preferable ads billboard color which attract the consumer attention

38% of the respondents prefer the (Blue) color ,28% prefer (Red) color ,18% preferred

the (Brown) color and 16% preferred other colors.

- to attract more customers to billboard ads we have to make it with bright colors There

were 56% agree with that, 8% strongly agree, the neutral were 18%, disagree were

10% and strongly disagree were 8%. As Table (8) shows.

Table (8)

(Figure 7)

- The Online shopping may affect the respondents image for a product or service There

were 56% agree with that, 8% strongly agree, the neutral were 18%, disagree were 10%

and strongly disagree were 8%.

- The POP advertising is considered as an important tool of online advertisement do you

agree in the question there were 56% agree with that, 8% strongly agree, the neutral

were 18%, disagree were 10% and strongly disagree were 8%.


Cumulative

Percent


agree 28 56.0 56.0 64.0

neutral 9 18.0 18.0 82.0

disagree 5 10.0 10.0 92.0


Total 50 100.0 100.0

to attract more customers to billboard ads we have to make it with bright colors

Valid


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- When the researcher asked about the Poisoning of online ads which distracting the

internet visitors sometimes are they agree with that or not he found that 86% agree with

the aspect and 14% disagree.

- Concerning how many times online ads persuade the respondent to purchase product the

results were 66% of the respondents bought (Once), 16% bought (Twice),12%bought

(Three Times) and 6% bought (More )as the Table (9) shows

Table (9)

(Figure 8)

4.2. Correlations

The correlation table (10) indicates the relationship between impact of TV ads, radio,

billboard, online (independent variable) and consumersbehavior (dependent variable)


Cumulative

Percent

once 33 66.0 66.0 66.0

twice8 16.0 16.0 82.0

three times 6 12.0 12.0 94.0

more 3 6.0 6.0 100.0

Total 50 100.0 100.0

Valid

times online ads persuaded you to purchase product


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As table show the positive values and relations between variables so It is obvious from the

below table that the relation between the different variables is mostly positively relationship

and that means there is positive correlation high scores on one variable are associated

with high scores on the other, and that is supporting the research hypotheses.

Also as shown in the correlations table, the researcher found that there was a positive

correlation for the relationship between leisure time hours and TV advertisement timing can

affect differently on consumers decision making that can effect on consumers behavior and

their buying decision making by the same previous results .314 and this is significant result at

the 0.05 level, therefore that supports the research.

Also as shown in the correlations table, the researcher found that there was a positive

correlation for the relationship between buying a product after convincing by ads and the

perfect duration time for TV ads to memorize a product brand can that affect positively on

consumers decision making by.430 and this is significant result at the 0.05 level, therefore

that supports the research.


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50

month

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Pearson

Correlati

on

1 .741**

.299*

-.555**

.365**

.483** .137 .491

** -.198 .653**

.386**

.386**

.386**

.386**

.386**

.386**

.386**

.386**

.312*

.500**

-.307* -.257 .109

Sig. (2-

tailed) .0 00 .035 .000 .009 .000 .341 .000 .167 .000 .006 .006 .006 .006 .006 .006 .006 .006 .027 .000 .030 .071 .450

N 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50

Pearson

Correlati

on

.741** 1 .2 59 -.373

** .149 .270 .101 .384**

-.315*

.600**

.314*

.314*

.314*

.314*

.314*

.314*

.314*

.314* .226 .521

**-.421

** .112 .044

Sig. (2-

tailed) .000 .069 .008 . 300 . 058 .485 . 006 . 026 . 000 .026 .026 .026 .026 .026 .026 .026 .026 .114 .000 . 002 . 441 . 763

N 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50

Pearson

Correlati

on

.299* .259 1 -.678

**.430

**.446

** .089 .032 .178 .524** .011 .011 .011 .011 .011 .011 .011 .011 .497

** .074 -.468**

-.365**

.529**

Sig. (2-

tailed) .035 . 069 .000 . 002 . 001 .539 . 825 . 217 . 000 .939 .939 .939 .939 .939 .939 .939 .939 . 000 .611 . 001 . 009 . 000

N 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50

Pearson

Correlati

on

-.555**

-.373**

-.678** 1 -.453

**-.486

** -.105 -.161 -.107 -.537** -.198 -.198 -.198 - .198 - .198 - .198 - .198 - .198 -.623

**-.285

*.463

**.504

**-.460

**

Sig. (2-

tailed) .000 . 008 . 000 .001 . 000 .468 . 263 . 460 . 000 .169 .169 .169 .169 .169 .169 .169 .169 . 000 .045 . 001 . 000 . 001

N 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50

Pearson

Correlati

on

.365** .149 .430

**-.453

** 1 .156 -.105 -.025 -.242 .420** -.247 -.247 -.247 - .247 - .247 - .247 - .247 - .247 .308

*-.301

* -.028 -.500**

.336*

Sig. (2-

tailed) .009 . 300 . 002 .001 .280 .470 . 861 . 090 . 002 .084 .084 .084 .084 .084 .084 .084 .084 . 029 .034 . 848 . 000 . 017

N 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50

Pearson

Correlati

on

.483** .270 .446

**-.486

** .156 1 .120 .685**

.373**

.404**

.602**

.602**

.602**

.602**

.602**

.602**

.602**

.602**

.569**

.290*

-.631**

-.361** .266

Sig. (2-

tailed) .000 . 058 . 001 .000 . 280 .407 . 000 . 008 . 004 .000 .000 .000 .000 .000 .000 .000 .000 . 000 .041 . 000 . 010 . 062

N 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50

PearsonCorrelati

on

.137 .1 01 .089 - .105 -.105 .120 1 .049 .048 .075 .213 .213 .213 .213 .213 .213 .213 .213 .134 .173 .074 -.049 .072

Sig. (2-

tailed) .341 . 485 . 539 .468 . 470 . 407 .734 . 742 . 606 .138 .138 .138 .138 .138 .138 .138 .138 . 355 .230 . 610 . 733 . 620

N 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50

Pearson

Correlati

on

.491**

.384** .032 -.161 -.025 .685

** .049 1 .273 . 250 .735**

.735**

.735**

.735**

.735**

.735**

.735**

.735**

.357*

.394**

-.519** -.023 .110

Sig. (2-

tailed) .000 . 006 . 825 .263 . 861 . 000 .734 .055 . 079 .000 .000 .000 .000 .000 .000 .000 .000 .011 .005 . 000 . 874 . 448

N 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50

Pearson

Correlati

on

-.198 -.315* .178 -.107 -.242 .373

** .048 .273 1 -.255 .509**

.509**

.509**

.509**

.509**

.509**

.509**

.509** .242 -.009 -.252 -.288

*.326

*

Sig. (2-

tailed) .167 . 026 . 217 .460 . 090 . 008 .742 . 055 .074 .000 .000 .000 .000 .000 .000 .000 .000 . 091 .952 . 078 . 042 . 021

N 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50

Pearson

Correlati

on

.653**

.600**

.524**

-.537**

.420**

.404** .075 .250 -.255 1 .070 .070 .070 .070 .070 .070 .070 .070 .384

** .245 -.394** -.218 .296

*

Sig. (2-

tailed) .000 . 000 . 000 .000 . 002 . 004 .606 . 079 . 074 .630 .630 .630 .630 .630 .630 .630 .630 . 006 .087 . 005 . 129 . 037

N 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50

Pearson

Correlati

on

.386**

.314* .011 -.198 -.247 .602

** .213 .735**

.509** .070 1 1.000

**1.000

**1.000

**1.000

**1.000

**1.000

**1.000

** .188 .402**

-.365** -.120 .105

Sig. (2-

tailed) .0 06 .0 26 .9 39 .1 69 .0 84 .0 00 .1 38 .0 00 .0 00 .6 30 0 .0 00 0 .0 00 0 .0 00 0 .0 00 0 .0 00 0.0 00 0 .0 00 .1 90 .0 04 .0 09 .4 07 .4 67

N 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50

Pearson

Correlati

on

.386**

.314* .011 -.198 -.247 .602

** .213 .735**

.509** .070 1.000

** 1 1.000**

1.000**

1.000**

1.000**

1.000**

1.000** .188 .402

**-.365

** -.120 .105

Sig. (2-

tailed) .0 06 .0 26 .9 39 .1 69 .0 84 .0 00 .1 38 .0 00 .0 00 .6 30 0 .0 00 0 .0 00 0 .0 00 0 .0 00 0 .0 00 0.0 00 0 .0 00 .1 90 .0 04 .0 09 .4 07 .4 67

N 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50

Pearson

Correlati

on

.386**

.314* .011 -.198 -.247 .602

** .213 .735**

.509** .070 1.000

**1.000

** 1 1.000**

1.000**

1.000**

1.000**

1.000** .188 .402

**-.365

** -.120 .105

Sig. (2-

tailed) .0 06 .0 26 .9 39 .1 69 .0 84 .0 00 .1 38 .0 00 .0 00 .6 30 0 .0 00 0 .0 00 0 .0 00 0 .0 00 0 .0 00 0.0 00 0 .0 00 .1 90 .0 04 .0 09 .4 07 .4 67

N 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50

Pearson

Correlati

on

.386**

.314* .011 -.198 -.247 .602

** .213 .735**

.509** .070 1.000

**1.000

**1.000

** 1 1.000**

1.000**

1.000**

1.000** .188 .402

**-.365

** -.120 .105

Sig. (2-

tailed) .0 06 .0 26 .9 39 .1 69 .0 84 .0 00 .1 38 .0 00 .0 00 .6 30 0 .0 00 0 .0 00 0 .0 00 0 .0 00 0 .0 00 0.0 00 0 .0 00 .1 90 .0 04 .0 09 .4 07 .4 67

N 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50

Pearson

Correlati

on

.386**

.314* .011 -.198 -.247 .602

** .213 .735**

.509** .070 1.000

**1.000

**1.000

**1.000

** 1 1.000**

1.000**

1.000** .188 .402

**-.365

** -.120 .105

Sig. (2-tailed)

.0 06 .0 26 .9 39 .1 69 .0 84 .0 00 .1 38 .0 00 .0 00 .6 30 0 .0 00 0 .0 00 0 .0 00 0 .0 00 0 .0 00 0.0 00 0 .0 00 .1 90 .0 04 .0 09 .4 07 .4 67

N 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50

Pearson

Correlati

on

.386**

.314* .011 -.198 -.247 .602

** .213 .735**

.509** .070 1.000

**1.000

**1.000

**1.000

**1.000

** 1 1.000**

1.000** .188 .402

**-.365

** -.120 .105

Sig. (2-

tailed) .0 06 .0 26 .9 39 .1 69 .0 84 .0 00 .1 38 .0 00 .0 00 .6 30 0 .0 00 0 .0 00 0 .0 00 0 .0 00 0 .0 00 0 .0 00 0 .0 00 .1 90 .0 04 .0 09 .4 07 .4 67

N 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50

Pearson

Correlati

on

.386**

.314* .011 -.198 -.247 .602

** .213 .735**

.509** .070 1.000

**1.000

**1.000

**1.000

**1.000

**1.000

** 1 1.000** .188 .402

**-.365

** -.120 .105

Sig. (2-

tailed) .0 06 .0 26 .9 39 .1 69 .0 84 .0 00 .1 38 .0 00 .0 00 .6 30 0 .0 00 0 .0 00 0 .0 00 0 .0 00 0 .0 00 0 .0 00 0 .0 00 .1 90 .0 04 .0 09 .4 07 .4 67

N 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50

Pearson

Correlati

on

.386**

.314* .011 -.198 -.247 .602

** .213 .735**

.509** .070 1.000

**1.000

**1.000

**1.000

**1.000

**1.000

**1.000

** 1 .1 88 .402**

-.365** -.120 .105

Sig. (2-

tailed) .0 06 .0 26 .9 39 .1 69 .0 84 .0 00 .1 38 .0 00 .0 00 .6 30 0 .0 00 0 .0 00 0 .0 00 0 .0 00 0 .0 00 0 .0 00 0.0 00 .1 90 .0 04 .0 09 .4 07 .4 67

N 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50

Pearson

Correlati

on

.312* .226 .497

**-.623

**.308

*.569

** .134 .357* .242 .384

** .188 .188 .188 .188 .188 .188 .188 .188 1 .193 -.614**

-.353*

.596**

Sig. (2-

tailed) .027 .114 . 000 .000 . 029 . 000 .355 .011 . 091 . 006 .190 .190 .190 .190 .190 .190 .190 .190 .179 . 000 . 012 . 000

N 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50

Pearson

Correlati

on

.500**

.521** .074 -.285

*-.301

*.290

* .173 .394** -.009 .245 .402

**.402

**.402

**.402

**.402

**.402

**.402

**.402

** .193 1 -.350*

.297* -.195

Sig. (2-

tailed) .000 . 000 .611 .045 . 034 . 041 .230 . 005 . 952 . 087 .004 .004 .004 .004 .004 .004 .004 .004 . 179 .013 . 036 . 174

N 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50

Pearson

Correlati

on

-.307*

-.421**

-.468**

.463** -.028 -.631

** .074 -.519** -.252 -.394

**-.365

**-.365

**-.365

**-.365

**-.365

**-.365

**-.365

**-.365

**-.614

**-.350

* 1 -.056 -.352*

Sig. (2-

tailed) .030 . 002 . 001 .001 . 848 . 000 .610 . 000 . 078 . 005 .009 .009 .009 .009 .009 .009 .009 .009 . 000 .013 .701 . 012

N 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50

Pearson

Correlati

on

-.257 .112 -.365**

.504**

-.500**

-.361** -.049 -.023 -.288

* -.2 18 -.1 20 -.1 20 -.1 20 -.1 20 -.1 20 -.1 20 -.1 20 -.1 20 -.353*

.297* -.056 1 -.502

**

Sig. (2-.071 .4 41 . 009 .000 .000 .010 .733 .874 .042 . 129 .407 .407 .407 .407 .407 .407 .407 .407 . 012 .036 .701 .000

Using celebrities on TV advertisement

can affect on consumers behavior and

their buying decision making.

monthly income

leisure time hours per week

buying a product after convincing by ads

TV ads repeating is s timulate the

customer to purchase the products

the perfect duration time for TV ads to

memorize a product brand

the most preferable kind of TV ads

Radio ads sound

attractive bill board ads color

Poisoning of online ads sometimes

distracting the internet visitors

times online ads persuaded you to

purchase product

TV advertisement timing can affect

differently on consumers decisi on

making

the variety of advertisement is the most

effective facto to attract the custom ers to

products

Using good s ound effects in radio

advertising mo tivates customers to buy a

product.

to concentrate on rush hours radio

advertisement will attract more listeners

to the products

using Billboard advertising on crowded

roads is playing an important role to

inform customer with a product on roads

Online shopping may affect your image

for a product or service

POP advertising is conside red as an

important tool of online advertisement do

you agree.

sometimes us ing celebrities in TV ads is

considered as an exaggerator issue

times of purchasing after watching

celebritys ads

finding a pleasure while watching a good

advertising

marital status


51/79

51

Table (10)

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

4.2. Means

these tables show the comparing means between every item of the independent variables

and the dependent variable through the choices of the survey questions, as it is noticed that

means of strongly agree answer is higher than others so that support the significant relation

between different variables and support the research hypotheses.

The below table (11) support the research hypotheses because of the means and numbers of

Female & Male respondents who choose to buy products after the advertising convinced

them so that support our study that advertising can effect on the consumer behavior and as

a result of that their buying decision making .

NOTE:

Kindly find the whole tables which support my analysis in the Appendixes

buying a product after

convincing by ads

finding apleasure while

watching a

good

advertising

rep

thesis m.adel-2

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