An Analysis of Advertisement, Customer's Purchasing Performance and Behaviors: A Case Study on Kurdistan Region
DOI:
https://doi.org/10.26436/hjuoz.2020.8.2.536Keywords:
Keywords: Impact, Advertisement, Factors, Customer, Buying, Purchasing behaviourAbstract
Advertisement is usually used for making promoting and consciousness of products. It plays a vital role in changing and attracting the attitude and behaviour of customers. The aim of this study was to explore the impact of advertisement on customer's purchasing performance and behaviour in Kurdistan. For this purpose, the quantitative approach was used through questionnaire-based survey from 107 participants who were randomly selected in Kurdistan. The collected data were analyzed through SPSS and Microsoft Excel. The results revealed that, among personal, economic, cultural, social and psychological factors, personal factors have the most substantial impact on consumer's purchasing performance and behavior, which is about 40 (37.4%), while, psychological ones have the least effect on them, which is about 11 (10.3%). For further study, the qualitative method through interviews has been proposed.
Keywords: Impact, Advertisement, Factors, Customer, Buying, Purchasing behaviour
References
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Plummer, J. T. (1974). The Concept and Application of Life Style Segmentation: The Combination of two Useful Concepts Provides a Unique and Important View of the Market. Journal of marketing, 38(1), 33-37.
Ramya, N., & Mohamed Ali, S. A. (2016). Factors affecting consumer buying behavior. International journal of applied research, 2(10), 76-80.
Rani, P. (2014). Factors influencing consumer behaviour. International journal of current research and academic review, 2(9), pp.52-61.
Ryans, C. (1996). Consumer Resources. Journal of Small Business Management, 34(1996), pp.63-65.
Schiffman, L. and Kanuk, L. (2007). Consumer Behaviour. 9th ed. New Jersey: Prentice Hall.
Shah, S. S. H., Aziz, J., Jaffari, A. R., Waris, S., Ejaz, W., Fatima, M., & Sherazi, S. K. (2012). The impact of brands on consumer purchase intentions. Asian Journal of Business Management, 4(2), 105-110.
Solomon, M. and Bamossy, G. (2006). Consumer behaviour. 3rd ed. Harlow, England: Financial Times/Prentice Hall.
Sumath, and Begum. M. (2016). Impact of Advertisements on Consumer Behaviour of Cosmetic Products – A Study in Mangalore. International Journal of Scientific Research and Modern Education (IJSRME), 1(1), pp. 874-879.
Sunderaraj, R. (2018). Impact of advertisement on buying behavior of consumers in Sivakasi. ICTACT Journal on Management Studies, 4(3), pp.800-807.
ur Rehman, F., Nawaz, T., Khan, A., & Hyder, S. (2014). How Advertising Affects the Buying Behavior of Consumers in Rural Areas: A Case of Pakistan. Academic Research International, 5(4), 405-412.
Wright, R. (2006). Consumer behaviour. Cengage learning EMEA.
Ahmed, S., & Ashfaq, A. (2013). Impact of Advertising on Consumers’ buying behavior through Persuasiveness, Brand Image, and Celebrity endorsement. Global Media Journal, 6(2), 149.
Arnould, E. J., & Thompson, C. J. (2005). Consumer culture theory (CCT): Twenty years of research. Journal of consumer research, 31(4), 868-882.
Assael, H. (2004). Consumer Behavior - A Strategic Approach. Houghton Mifflin.
Egorova, K., Grudieva, T., Morinez, C., Kube, J., Santos, H., Da Costa, M. S., & Antranikian, G. (2007). High yield of mannosylglycerate production by upshock fermentation and bacterial milking of trehalose-deficient mutant Thermus thermophilus RQ-1. Applied microbiology and biotechnology, 75(5), 1039-1045.
Gajjar, N.B. (2013). Factors affecting consumer behavior. International Journal of Research in Humanities and Social Sciences, 1(2), pp.10-15.
Ha, H. Y., John, J., Janda, S., & Muthaly, S. (2011). The effects of advertising spending on brand loyalty in services. European journal of marketing, 45(4), 673-691.
Haider, T., & Shakib, S. (2018). A Study On The Influences of Advertisement On Consumer Buying Behavior. Business Studies Journal.
Katke, K. (2007). The Impact of television advertising on child health and family spending-A Case Study.
Khan, M. A. (2007). Consumer behaviour and advertising management. New Age International.
Kibona, D. (2015). Impact of Elements of Advertisement on the Consumer Buying Behaviour in Urban Areas: The Lessons from Coca-Cola Consumers in Dar-Es-Salaam Tanzania. Asian Journal of Research in Banking and Finance, 5(11), 19-33.
Kotler, P. Wong, U., Sanders, J., and Armstrong, G. (2001). Principles of Marketing. Harlow: Pearson Education Ltd.
Kotler, P. and Armstrong, G. (2010). Principles of marketing. 14th ed. Pearson Education, Inc., New Jersey: Prentice Hall.
Kumar, D. P., & Raju, K. V. (2013). The role of advertising in consumer decision making. IOSR Journal of Business and Management, 14(4), 37-45.
Neupane, R. (2019). Advertising and Its Effects on Consumer Behaviour in Kathmandu Valley. NCC Journal, 4(1), 157-162.
Plummer, J. T. (1974). The Concept and Application of Life Style Segmentation: The Combination of two Useful Concepts Provides a Unique and Important View of the Market. Journal of marketing, 38(1), 33-37.
Ramya, N., & Mohamed Ali, S. A. (2016). Factors affecting consumer buying behavior. International journal of applied research, 2(10), 76-80.
Rani, P. (2014). Factors influencing consumer behaviour. International journal of current research and academic review, 2(9), pp.52-61.
Ryans, C. (1996). Consumer Resources. Journal of Small Business Management, 34(1996), pp.63-65.
Schiffman, L. and Kanuk, L. (2007). Consumer Behaviour. 9th ed. New Jersey: Prentice Hall.
Shah, S. S. H., Aziz, J., Jaffari, A. R., Waris, S., Ejaz, W., Fatima, M., & Sherazi, S. K. (2012). The impact of brands on consumer purchase intentions. Asian Journal of Business Management, 4(2), 105-110.
Solomon, M. and Bamossy, G. (2006). Consumer behaviour. 3rd ed. Harlow, England: Financial Times/Prentice Hall.
Sumath, and Begum. M. (2016). Impact of Advertisements on Consumer Behaviour of Cosmetic Products – A Study in Mangalore. International Journal of Scientific Research and Modern Education (IJSRME), 1(1), pp. 874-879.
Sunderaraj, R. (2018). Impact of advertisement on buying behavior of consumers in Sivakasi. ICTACT Journal on Management Studies, 4(3), pp.800-807.
ur Rehman, F., Nawaz, T., Khan, A., & Hyder, S. (2014). How Advertising Affects the Buying Behavior of Consumers in Rural Areas: A Case of Pakistan. Academic Research International, 5(4), 405-412.
Wright, R. (2006). Consumer behaviour. Cengage learning EMEA.
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Published
2020-05-13
How to Cite
Hamze, M. . (2020). An Analysis of Advertisement, Customer’s Purchasing Performance and Behaviors: A Case Study on Kurdistan Region . Humanities Journal of University of Zakho, 8(2), 300–310. https://doi.org/10.26436/hjuoz.2020.8.2.536
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Humanities Journal of University of Zakho
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