The impact of advertising on consumer buying behaviour : case of Coca-Cola and Indomie
Idowu, Gbemileke (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023121336796
https://urn.fi/URN:NBN:fi:amk-2023121336796
Tiivistelmä
Advertisement is a method of communication that provides viewers with information and influences their decision to purchase an item or service. Two prominent companies that have had a significant investment in advertisement are Indomie and Coca-Cola, which have been considered in this study. This research aimed to describe the impacts of an advertisement on consumer buying behaviour as well as the sale of products with objectives that include to identify how frequently consumers get exposed to advertisements, to identify how these advertisements influence the consumers’ behaviour, and to explain why the advertisements make the consumers behave differently.
This study used a mixed-methods research approach, which involves the combination of both quantitative and qualitative methods. After collection of data through questionnaires distributed through the Google Forms platform, this study received 56 responses that were analysed. The results of this analysis showed that advertisements hold significant power in shaping consumer behaviour, but their influence is not absolute. While advertisements can effectively create awareness, shape attitudes, employ persuasive techniques, and generate a sense of urgency, they face various challenges and limitations in performing their intended purpose.
The analysis of how advertisements affect consumers’ purchasing decisions is an essential component of the study on marketing. The primary cause is the fact that advertising significantly affects how consumers perceive items, which in turn affects how they behave while making purchases. Companies must comprehend how advertising influences buyer habits to create marketing plans that will boost sales and boost their position. Another factor that needs to be considered is the understanding of how customer behaviour keeps changing, especially in the digital age. Marketers must therefore look into more creative and genuine ways to engage customers and establish trust in technologies that expand impact of social media and peer recommendations. Nevertheless, commercials continue to stand out as a potent instrument for persuasion.
This study used a mixed-methods research approach, which involves the combination of both quantitative and qualitative methods. After collection of data through questionnaires distributed through the Google Forms platform, this study received 56 responses that were analysed. The results of this analysis showed that advertisements hold significant power in shaping consumer behaviour, but their influence is not absolute. While advertisements can effectively create awareness, shape attitudes, employ persuasive techniques, and generate a sense of urgency, they face various challenges and limitations in performing their intended purpose.
The analysis of how advertisements affect consumers’ purchasing decisions is an essential component of the study on marketing. The primary cause is the fact that advertising significantly affects how consumers perceive items, which in turn affects how they behave while making purchases. Companies must comprehend how advertising influences buyer habits to create marketing plans that will boost sales and boost their position. Another factor that needs to be considered is the understanding of how customer behaviour keeps changing, especially in the digital age. Marketers must therefore look into more creative and genuine ways to engage customers and establish trust in technologies that expand impact of social media and peer recommendations. Nevertheless, commercials continue to stand out as a potent instrument for persuasion.