Page 1 of 7

Journal for Studies in Management and Planning

Available at http://edupediapublications.org/journals/index.php/JSMaP/

ISSN: 2395-0463

Volume 03 Issue 01

January 2017

Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 1

Does Advertisement influence the Consumer’s Brand Preferences

and Consumer’s Buying Behavior?

Sarfraz Ahmed1, Aqeel Ahmad2, Qasim Ali Nisar3, Muhammad Azeem4

1,2 MBA, Department of Management Sciences, University Of Sargodha, Gujranwala Campus

3Lecturer, Department of Management Sciences, University of Sargodha Gujranwala Campus; PhD Scholar, College

of Business, School of Business Management, Universiti Utara Malaysia,

4PhD Student, School of Business Management, Universiti Utara Malaysia, Visiting Lecturer. Department of

Management Sciences, GC University Faisalabad, Sahiwal Campus Pakistan

Email: qasimalinisar@yahoo.com

ABSRTACT

Advertisement and brand preferences play a vital role during

incremental processes of changing the consumer buying

behavior in an efficient way to boost up the performance of

any business. The purpose of this study is to determine the

influence of brand preference and advertisement on consumer

buying behavior in the general public at Gujranwala city.

Questionnaire survey method was used to collect the data by

using non probability convenient sampling technique. Results

enlightened that advertisement and brand preferences have

strong positive and significant relationship with consumer

buying behaviors. This study elaborated that teenagers are

more conscious about branded products for the sake of their

social status and advertisement play great role to shape their

buying attitudes.

Key Words: Advertising, Brand Preference, Consumer

Buying Behavior.

Introduction

Now a days in emerging and global markets the businesses

war is not condensed only to the price but the customer’s

loyalty, attraction, perception and building good relationship

are matter lots (Hassan et al., 2011). Due to industrial

development and emerging markets every business enterprise

is trying to become the market leader and makes success by

leaps and bounds. This is right thinking but complexity in the

competition may not allow the businesses to go in the right

direction in an easy way. In these circumstances,

advertisement play crucial role to solve these issues. Large

numbers of customers that are dissatisfied may become satisfy

by using right time and direction of advertisement (Malik,

Ghafoor, Iqbal, Ali, Hunbal, Noman, & Ahmad, 2013).

Moreover, Ajzen (2002), described that consumer’s buying

behavior every time given so much prominence as well as

space in the literature of the study likewise impact of

advertisement relating to organizational efficiency. If the

consumer’s behavior is not properly managed according to his

liking then advertisement process becomes to end and all

efforts become useless. Brand image assist appreciation of

customers toward a product favorably. Branded products

emphasize the loyal behavior towards the business. The

purpose of advertisement is to let slip the necessities of clients

and provide them satisfaction. To realize that goal the analysis

of the consumer’s behavior is very necessary. Without

understanding behavior of consumers, it is impossible to

determine customer’s need, requests and the variables that

may leads to their motivation (Odabaşı et al, 2005).

Advertisement is really a chief aspect in creating the buying

behavior and the brand preference. However large numbers of

obstacles may detain ad’s paraphernalia on selection of brand

and buying behavior of consumer (Lane Keller, 1987).

Advertisement plays a very important role to enhance any

entity performance because it is a proven tool for the getting

the attraction of customers. Advertisement may make an

enterprise as much flourish as it may appear on globally level.

In Pakistan due to advertisement people’s behavior can be

change in positive sense regarding to a product (Malik,

Ghafoor, Iqbal, Ali, Hunbal, Noman, & Ahmed, 2013).

Business enterprises may gain fruitful advantage by applying

the current study results of preferring and buying behavior

trend that may change due to advertisement at Gujranwala of

people belonging to all age level.

Page 2 of 7

Journal for Studies in Management and Planning

Available at http://edupediapublications.org/journals/index.php/JSMaP/

ISSN: 2395-0463

Volume 03 Issue 01

January 2017

Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 2

Page 3 of 7

Journal for Studies in Management and Planning

Available at http://edupediapublications.org/journals/index.php/JSMaP/

ISSN: 2395-0463

Volume 03 Issue 01

January 2017

Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 3

As through attractive advertisement campaigns, people may

prefer a brand and may create willpower of buying the

advertised product, therefore the purpose of current study is

to examine the impact of advertisement on brand

preferences and on consumer’s buying behavior.

Literature Review

Advertisement

Arens, (1996), enlightened that advertisement is may be

communication process, a social and economic process,

public relation process, marketing process and the

persuasive process of an information. As Etzel et al. (1997),

examined that marketers build public relation promote their

enterprise’s sale level and make advertising. Moreover,

according to Datta (2008), advertising is a non - personal

dispersion of a message in convincing manner about any

desired product or for other objects by using multiple media.

Multi aspects are involved in the determination of

perception regarding advertising notification ( Iljin, 2000; D.

Jokubauskas, 2003).

However the aspects that play precious role are

psychological, emotional, behavioral and cognitive.

Psychological aspects of advertisement give the signals

regarding the understanding of a unique personality or may

be for a group by applying different principles and

researching techniques (Kotler, 2003). Moreover, emotional

aspect of advertising also plays a crucial role in the

differentiation of products according to mood of users.

Emotional aspect of advertisement ensures the different

ways of presenting a product that are emotionally equipped

or suitable according to the specification of customer.

Similarly, behavioral aspect of advertisement is related to

the actual customer’s reaction. In addition, Cognition aspect

of advertising is related to perception of people’s regarding

to the information of advertisement. Cognitive aspect

includes attention, perception, thoughts, recognition or

assimilation (Jokubauskas, 2007)

Consumer’s Brand preferences

Brand preference is the propensity of behavioral trends by

reflecting customer’s predilection toward a brand.

Moreover, the brand preference is the biasness of the

behavior of a consumer relating to buying product of a

certain brand.

Furthermore, according to Markus and Zajonc (1982)

individuals’ preferences show the behavioral tendencies. If

the emotions of a customer match to a particular brand

offerings then he will show the more preference toward that

brand. In the same way, Ayanwale et al.,(2005) argued that

when there are large number of competitors are be present in

the market and are offering a variety of things and the

customer have different brand choices then the producers

should identify the different factors that lead to customer’s

alliance.

People prefer TV commercials and therefore business

enterprises must stretch proper consideration to attract the

customer for brand loyalty and its preference. Sharma and

Bishnoi, (2009), examined that the influence of an ad

differently attract to rural and urban teenagers. Rural teen

agers are greatly influenced by the advertisement, because

the urban teenagers only prefer those products ads from

which they consider more value than their anticipation.

Brand image is an implied tool that ensures the competitive

advantage to the company. It is the multidimensional

arrangement with the customer (Dastoor et al., 2012). It

helps to discriminate a company’s product from its

competitors. Brand image assist appreciation of customers

toward a product favorably. Branded products emphasize

the loyal behavior toward the business. In absence of brands

people will not prefer a product from another. In these

circumstances the consumer would give the equal

importance to the products of all companies. Advertisement

in such cases may be useless (Dastoor et al., 2012).

Consumer Buying Behavior

Consumer buying behavior is the emotional feedback which

become settled afterward the advertising campaign for a

product (Allen.et al., 1992). The purpose of analyzing the

consumer’s buying behavior is to examine the reason of

reacting under the specific situations in the certain ways. It

attempts to establish the factors that force consumer

behavior, especially the monetary, social and emotional

aspects which can specify the most favored marketing mix

that management should choose. Consumer behavior

examination helps to regulate the course that consumer

behavior is expected to make and to give supreme trends in

product development, attributes of the substitute

communication method (Proctor et al., 1982)

Meanwhile, consumer’s buying behavior based on the liking

and disliking of the particular products and liking and

disliking of the customer is really matter regarding the