Advertising Effectiveness and Influence of Consumer Buying Decision of LED Television

Authors

  • Md. Jamal Uddin Hajee Mohammad Danesh Science and Technology University
  • Md. Mostafizur Rahman Hajee Mohammad Danesh Science and Technology University
  • Abul Kalam Hajee Mohammad Danesh Science and Technology University
  • Md. Ferdush Rahman Begum Rokeya University

DOI:

https://doi.org/10.18034/abr.v9i3.272

Keywords:

Advertising, LED television, Consumer, Buying decision

Abstract

The main aim of the present study was to identify the influence of advertising effectiveness on the consumer buying decisions of different brands of ‘LED’ television. The study was descriptive. Five television showrooms in Dinajpur district, Bangladesh (Sony, Singer, Samsung, LG, and Walton) were purposively selected for collecting primary data for this study. The respondents were selected using a convenience sampling method that came to the television showroom for purchasing ‘LED’ television. The primary data for this study were collected through a structured questionnaire. The study result shows that advertisement has a positive effect on consumer buying decisions of ‘LED’ television, Sony brand (p =.000 <0.05) and 43.9% of variation in consumer buying decision has been contributed by advertisement effectiveness. For Singer brand p =.010 <0.05), Samsung brand p =.003 <0.05), LG brand p =.341>0.05) and the null hypothesis is accepted for LG band and Walton brand p =.000 <0.05) and 42.3% of variation in consumer buying decision has been contributed by advertisement effectiveness.

Downloads

Download data is not yet available.

Author Biographies

Md. Jamal Uddin, Hajee Mohammad Danesh Science and Technology University

Associate Professor, Department of Marketing, Hajee Mohammad Danesh Science and Technology University, Dinajpur, BANGLADESH

 

Md. Mostafizur Rahman, Hajee Mohammad Danesh Science and Technology University

Assistant Professor, Department of Management, Hajee Mohammad Danesh Science and Technology University, Dinajpur, BANGLADESH

 

Abul Kalam, Hajee Mohammad Danesh Science and Technology University

Associate Professor, Department of Marketing, Hajee Mohammad Danesh Science and Technology University, Dinajpur, BANGLADESH

Md. Ferdush Rahman, Begum Rokeya University

Associate Professor, Department of Marketing, Begum Rokeya University, Rangpur, BANGLADESH

 

References

Barroso, A. (2008). Advertising and Consumer Awareness of a New Product. Centre for Economic Policy Research Paper, 3:1-30.

Ezeoha, U.V. (2007). An Evaluation of the Impact of Advertising on Consumer Behavior (A Case Study of De-United Industries Ltd.: Makers of Indomie Noodles) MBA Thesis, University of Nigeria.

Fatima, S. & Lodhi, S. (2015). Impact of advertisement on buying behavior of the consumers: stauy of cosmetic industry in Karachi city, International Journal of Management Sciences and Business Research, 4(10): 125-137.

Jakstiene, D. S. (2008). The Psychological Impact of Advertising on the Customer Behavior. Communications of the IBIMA, 3: 50-55.

Malik, M., E., Ghafoor, M., M., and Iqbal, H., K., (2014). “Impact of Brand Image, Service Quality and price on customer satisfaction”. International Journal of Business and Social Science. 3: 123-129.

Purushothaman G., Purushothaman, V. M. and Krishnamurthy, K. (2015). A Study on Impact of Advertisement on Buying Behavior of Consumers in Tamil Nadu (With Special Reference Two Wheeler Customers in Kanchi Puram) Journal of Sales and Marketing Management (JSMM). 5(1): 13-18.

Rafique, Y. (2012). Impact of advertisement on consumer behavior of FMCG in Lahore City. Academic Research International, (2)3: 571-574.

Rehman, F. (2014). How Advertising Affects the Buying Behavior of Consumers in Rural Areas: A Case of Pakistan, Academic Research International. 5(4): 405-412.

Romaniuk, J. and Sharp, B. (2004). Conceptualizing & Measuring Brand Salience. Marketing Theory Articles. 4(4):327-342.

Sawant, R.P. (2012). Impact of Advertising on Brand Awareness and Consumer Preference (With Special Reference to Men`S Wear). Journal of Business and Management. 5(6): 54-61.

Sharma J and Sharma S. (2009). “Sales and Advertisement Relationship for Selected Companies Operating in India”, School of Doctoral Studies (European Union) Journal July, 2009, No. 1

Sumathi and Begum, M. (2016). Impact of Advertisements on Consumer Behavior of Cosmetic Products- A study in Mangalore. International Journal of Scientific Research and Modern Education. 1(I):874-879.

--0--

Published

2019-12-31

How to Cite

Uddin, M. J., Rahman, M. M., Kalam, A., & Rahman, M. F. (2019). Advertising Effectiveness and Influence of Consumer Buying Decision of LED Television. Asian Business Review, 9(3), 77–82. https://doi.org/10.18034/abr.v9i3.272