THE EFFECT OF MEDIA ADVERTISING ON CONSUMER BUYING BEHAVIOR IN THE CASE OF ULTIMATE MOTORS PLC

Abstract

Advertisement is generally use for creating awareness and promoting products. It is controversial to measure how much advertisement attract the customers. The objective of this paper is to find out how much advertisement bring effect on the consumer‘s buying behavior. By using 5 point Likert scale with cross sectional data, 153 questionnaires were distributed. This study adopted a survey research design. It involves collection of data from respondents through questionnaire tested on SPSS V.27 software. Multiple regression technique was used to test hypotheses. The research findings show that a significant and positive relationship between the independent variables Broadcast, Print and outdoor Media and dependent variable consumer buying behavior. All the independent variables have statistically significant t-ratio and have positive relationship with consumer buying behavior. Advertising thought to be an essential tool for the success of a company and plays a crucial role in maintaining and developing sustainable competitive advantage of companies.