Thesis M.adel-2

The Role of Advertising in Affecting Consumers Behavior and Buying
Decision- Making
An Egyptian Experience
BY
Mohamed Adel Sayed Mohamed Saleh
Supervisor: Dr. Raffat Youssef
A Thesis Presented in Partial Fulfillment of the Requirements for

The Degree Masters of Business Administration
(MBA)
Victoria University
May / 2015
ACKNOWLEDGEMENTS
This dissertation is dedicated to my Family, for whom none of my accomplishments in my

Life could have been achieved, their unconditional love and unlimited support has been a
major factor in giving me the strength to complete my M.B.A Program.
I am very grateful to all my Victoria & Brilliance Professors, especially Dr. Raffat Youssef
who persistently encouraged all of my colleagues and me to strive for excellence. He taught
us how to think positively and to have self-confidence. As my advisor, he was there every
time we need him to give us advices we need during the dissertation process. I truly
appreciate his guidance, patience, and dedication to give us all his experiences.
ABSTRACT
No one can deny the major effect of the advertising as one of the most important promotion
tools which all the companies are relay on these days to create awareness and to persuade the
customers with a new product or with existent one to remind the customers with, so that there
were numerous researchers tried to study the advertising and its extensive influence on the
behavior of the customers which also will reflect on their buying decision making.
Therefore the major endeavor of this study was to analyze the impact of advertising on the
consumers behavior and his decision making of buying a product or to use a service, the
researchers from decade considered advertising is one of the essential marketing tools and the
most correspondence medium which influence directly to the customers and it reflect
consequently on any company revenues.
All companies in these days are spend a lot of money to their advertisement campaigns to
assure that the customer will associate with their product or service brand, At the end of this
study we will be able to answer the core question which all our study focuses on:
Does the advertising really effect on the consumers behavior and his buying decision
making?
So the aim for this research is to inspect and analyze the effect of advertising and its impact
on consumers behavior and theirs buying decision making , and this research is considered as
quantitative research to analyze the impact of Advertising on consumer behavior , as a part of
this study we examined the respondents preferences & attitude towards the advertisements by
conducting a Questionnaire, which was selected through a stratified sampling method and the
respondents was from different categories and a different ages & gender to assure the
diversity in our results.
The researcher used a different Statistical Package for Social Science (SPSS) to analyze the
data that researcher had collected.
Purpose of the study :

The Purpose of this study is to describe and analyze the impact of advertising on the
consumers behavior and their buying decision making in Egypt.
Methodology Design :
This study is a descriptive quantitative study and the researcher depends on both a secondary
data which has collected from previous researches, studies and articles and a primary data it
was through a respondents structured questionnaire operated in contrived base setting to
describe the role of advertising as an independent variable consumers behavior and their buying
decision making in Egypt as a dependent variable with minimal interference from the
researcher.
The researcher used a cross sectional research design as its data was collected once a time, the
researcher depends on individual as a unit of his analysis.
The researcher depends on stratified sampling process to answer questionnaires which had
implemented in Carrefour hypermarkets, and several malls at my city Suez and the capital
of Egypt Cairo at the weekends and the researcher had divides the whole population into
strata according to the age, gender, and social classification and takes stratified sampling from
each stratum and depends on the stratified sampling to insure the diversity in questionnaire
results.
Findings-:
After this study finished the researcher has found that 64% of the respondents can buy a
product after the advertising convinced them ,72% saw that the advertisement are very
important , 72% finding pleasure while watching the ads, TV is the most preferable
communication tool for 40% of the respondents ,56% of them said TV advertisement timing
can affect differently on consumers decision making, also 56% of the respondents saw that
Using celebrities on TV advertisement can effect on consumers behavior and their buying
decision making, 56% saw that companies has to use a variety of advertisement because it is
the most effective factor to attract the customers to products, concerning to Radio ads 56%
4
saw that Using good sound effects in radio advertising motivates customers to buy a product ,
using Billboard advertising on crowded roads is playing an important role to inform customer
with a product on roads 56% of the respondents stated that, Online shopping may affect the
image for a product or service in the consumers mind 56% also admitted that , 44% of the
respondents prefer the sense of humor advertisement .
Conclusion -:
After the researcher finished his study through a quantitative research by implementing
respondents questionnaire and using the Statistical Package for Social Science (SPSS) to
analyze the data and studying thesis and articles that relevant to the study he conclude that
advertising can effect positively on the consumer behaviors and their buying decision making.
Research limitations -:
The major element that imitated the researcher in this study was the time because this research
was constrained by in adequate data and information to represent the research, so the
researcher didnt had enough time to research widely to cover more geographic areas to make
the research include more cities so he applied it only in two cities his own city Suez and the
Egyptian capital Cairo and as a result of time & the geographical limitation he didnt have
the ability to include more respondents in the questionnaire.
This study was essentially designed to examine the impact of advertising on consumers
behavior and because of the most complexity thing you can study is human behavior and it
has its variety perspectives so it was so difficult to examine all kind of respondent behaviors
and their attitude.
Keywords -:
Advertising, Consumer behavior and Buying decision making.
Table of contents
1.
CHAPTER ONE 1 Introduction .................................................................................... 10:19

1.1.
Purpose of the study ...................................................................................................... 19
1.2.
Research problem .......................................................................................................... 19
1.3.
Research objectives: ...................................................................................................... 19
1.4.
Importance of the study ................................................................................................ 20
1.5.
Structure of the study ................................................................................................... 20
1.5.1.
Chapter -1- Introduction .......................................................................................... 20
1.5.2.
Chapter -2-Literature review ................................................................................... 20
1.5.3.
Chapter -3- Methodology .......................................................................................... 21
1.5.4.
Chapter-4- Research findings and data analysis: ................................................... 22
1.5.5.
Chapter-5-Conclusion and recommendations: ....................................................... 22
1.6.
Industry overview .......................................................................................................... 22
2.
Chapter two-2- Literature review: .................................................................................... 23:30
3.
Chapter three Research methodology ................................................................................. 31

3.1.
Research Hypothesis ..................................................................................................... 32
3.2.
Research design ............................................................................................................. 32
3.2.1.
Purpose of the study .................................................................................................. 32
3.2.2.
Type of investigation ................................................................................................. 32
3.2.3.
Extent of researcher interference ............................................................................. 34
3.2.4.
Study setting ............................................................................................................... 34
3.2.5.
Unit of analysis ........................................................................................................... 34
3.2.6.
Time horizon .............................................................................................................. 34

6
3.3.
3.3.1.
Secondary data........................................................................................................... 35
3.3.2.
Primary data .............................................................................................................. 35
3.4.
3.4.1.
4.
Data collection method.................................................................................................. 35
Sampling process ........................................................................................................... 36

Questionnaire sampling process ............................................................................... 36
Chapter four-4-Research findings and data analysis............................................................ 37

4.1.
4.1.1.
Quantitative analysis ..................................................................................................... 38

Fraquences of Personal data........................................................................................ 39
4.1.2. Analyzing questionnaire general questions................................................................. 40

4.1.3.
Hypothesis testing ...................................................................................................... 40
5. Chapter five Conclusion and recommendation .................................................................. 49

5.1.
General conclusion ........................................................................................................ 50
5.2.
General recommendation ............................................................................................. 51
Bibliography ..................................................................................................................................... 52
List of tables
Table 1: The definitions of Advertisment .
Page 12
Table 2: Advertisement Purposes
Page 13
Table 3: advantages and limitations of Media
Page 14
Table 4:Hypothesis Question analysis : affect of using celebirities in ads Page 40

Table 5: Hypothesis analysis :TV timing can affect on consumer behavior
Page 41
Table 6: Hypothesis analysis :variety ads can affect on consumer behavior
Page 42
Table 7: Hypothesis Question analysis :using good sound effect in radio ads
Page 44
Table 8: Hypothesis Question analysis :using attractive color in billboard ads
Page 45
Table 9: Hypothesis Question analysis :online ads can persuade the consumers
Page 46
Table 10:correlations Table
Page 48
Table 11:the mean table which compairing between the independent variable
Page 49
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List of figures
Figure 1: The 5-Stage Decision Making Model
Figure 2: Theoratical Fram work
Page18
Page32
Figure 3: Hypothesis Bar chart
Page41
Page42
Page43
Page44
Page45
Page46
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CHAPTER ONE 1 Introduction
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Advertising Background Information:

Advertere, with this word the Latin people refers to Advertising In the 17th century to
make people notice or know.
The Dictionary of Chinese Etymology also defines the advertising as to extensively notify
the public.
Also Kotler & Armstrong 2010 defines the advertising as its any paid form of non-personal
presentation and promotion of ideas, goods or services.
David Ogilvy once said, Advertising is a means to sell products and acquire the market.
So advertisement is considered as a promotional tool It creates the awareness, persuade,
reassure and influence on the customer decision making more so any rational company all
what it care about is to Maximize profits that will be throw increasing its sales so it relay on
the advertisement to keep the business going towards its goals although among the
competitors to make sure that the company has its competitive advantage.
There are a several kind of advertisement the companies can use to enlighten and inform the
customer with its products or services such as the printed Newspapers , Magazines ,Billboards
and flyers , the broadcast media Television and Radio and in this days a lot of people using
the social websites through their working day that direct the companies to creates a new kind
of advertisement which called the word of mouse which addressed a lot of customers and it
achieved a successful results in many kind of fields , so because of all the above if we looked
deeply we will find that the most important fundamental principles for any company
advertisement champagne is to :
To score attention.
To arose interest.
To develop and sustain that interest.
To create desire.
To incite action.
To create good will.
Advertising Definitions:
A lot of scientists tried to define the advertising term in the past and every one of them
defined the advertising through his perspective as the following table illustrates:
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(Table 1)
Year Researcher
1961 Colley
Definition
Advertising is the use of public media at a price. Its purpose is to
convey information, change peoples attitudes toward the advertised
product, and induce purchase behavior to benefit the advertiser.
1978 Krugman &

Arnold
Advertising is paid delegation of communication of messages by an

organization or individual through various media to enable the public
to identify the advertisers product or service.
1987 Xu Shuifu
Advertising is a medium between the advertiser and the consumer, in

other words, a persuasive intelligence activity to convey information
about and promote sales of products or services.
1992 Guan
Xinsheng
Advertising is a communicative and persuasive activity paid for by the

advertiser to appropriately convey messages to specific targets through
appropriate media at the appropriate time for the purpose of persuasion
in a planned and systematic approach.
1998 Yang Zhi
1. Advertising is an activity of information exchange to promote

market activity for businesses. 2. Advertising is information exchange
techniques to make people aware of products and services and
persuade them to purchase the said products and services.
2000 Xu Anqi
1. There is a specific advertiser. 2. It is paid communication. 3. It is

non-interpersonal communication. 4. It sells ideas, commercial
products or labor.
2002 Li Yanzu
Advertising is planned extensive publicity for a commercial product or

service to generate, maintain and expand product sales or service
range.
2004 Liu Jianshun Advertising is a methodical, organized, impersonal communicative and

persuasive activity paid for by specific advertisers to promote
commercial products, (including tangible products, services, ideas,
etc.)
2006 Wang
Yuxiong
Advertising is communication of information about an organization

and its products through mass media to target viewers or audiences.
2007 Hunag
Manqin
Advertising is impersonal communication paid for by specific

advertisers as an attempt to persuade and influence consumers through
public media.
Collection from web articles as an efforts from the researcher
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Advertising objectives:
As it is known that the objectives of the advertisement are to communicate with largest
audiences at a specific time, so the researchers classified the advertisement objectives throw
their purpose to:
Inform advertising.
Persuading advertising.
Reminding advertising.
(Table 2)
Informative Advertising:
Persuasive Advertising
Reminder Advertising
Communicating customer
value
Building brand preference
Maintaining customer
relationships
Suggesting new uses for

product
Building a brand and

company image
Informing the market of a

price change
Persuading customers to
purchase now
Encouraging switching to a
brand
Persuading customers to
receive a sales call
Reminding consumers where to

buy the product
Reminding consumers that the

product may be needed in the
near future
Keeping the brand in a

customers mind during off-
Telling the market about a

new product
Changing customer
perceptions of product
value
Describing available services
Convincing customers to
15
seasons
and support
tell others about the brand
Correcting false impressions
Explaining how a product

works
The major type of advertising is media which has a several kind such as T.V, newspapers, the
Internet, Direct mail, magazines, radio and outdoors but each media has its advantages
And disadvantages as the following table will illustrate:
(Table 3)
Medium
Television
Advantages
Limitations
Good mass-marketing
coverage; low cost per
exposure;
High absolute costs; high

clutter; fleeting exposure;
less
combines sight, sound, and

motion; appealing to the
audience selectivity
senses
Newspapers
Flexibility; timeliness; good

local market coverage; broad
acceptability;
Short life; poor reproduction

quality; small pass-along
high audience
believability
The Internet
High selectivity; low cost;

immediacy; interactive
Potentially low impact; the

audience controls exposure
capabilities
Direct mail
High audience selectivity;

flexibility; no ad competition
16
Relatively
high
cost
per
exposure; junk mail image
within the same medium;

allows personalization
Magazines
High geographic and

demographic selectivity;
credibility
Long ad purchase lead time;

high cost; no guarantee
of position
and prestige; high-quality

reproduction; long life and
good pass-along readership
Radio
Good local acceptance; high

geographic and
demographic selectivity; low
Audio only; fleeting

exposure; low attention (the
halfheard
medium);
cost
fragmented
audiences
Outdoor
Flexibility; high repeat

exposure; low cost; low
message
Little audience selectivity;

creative limitations
competition; good positional

selectivity
Source: Principle of marketing 14th edition.
Consumer Behavior:
Consumer behavior is one of the most complex studies the researchers can to analyze and also
the most important factor in the marketing field which its all companies are caring about.
There are a lot of theories exist to explain and to analyze the Consumers and their behaviors,
all these studies are figured it out that there are several factors that influence on the consumer
behavior whether internal or external, the common factors are:
Consumers cultural
Social factors and
The consumers personal factors such as motivation, perception, learning and memory
comprise an influence on how the consumer responds to the marketing. (Kotler & Keller
2007, 92.) .
The study of individuals, groups or organizations and the processes they use to select,
secure, use and dispose of products, services, experiences or ideas to satisfy needs and the
17
impacts that these processes have on the consumer and society. This how Pant (2007)
defined consumer behavior.
In 2010 Solomon, et al p6 defined Consumer behavior as The study of the processes
involved when individuals or groups select, purchase, use or dispose of products, services,
ideas or experiences to satisfy needs and desires.
Lantos, 2011 put into his consideration that one of the important aspects of consumer
behavior is market segmentation, because consumers within the segment are more or less
similar in terms of products needs and desire
Also Solomon, et al, 2010 said that the market segmentation consists of different categories
for instance demographics (age, gender, social class), geographic (region, country
differences), psychographic (personality, life style) and behavioral (Brand loyalty, benefit
desire) and also he mentioned that One of the important dimensions in consumer behavior is
social time, which means The time in relation to social processes and rhythms and schedules
in society such as working hours, opening hours, eating hours, and other institutionalized
schedules.
Another definition of consumer behavior is The dynamic interaction of affect and cognition,
behavior, and environmental events by which human beings conduct the exchange aspects of
their lives (Bennett, 1989).
As (Kvnstantynydys, 2004, pp. 111) stated that Consumer buying behavior has always been
regarded as a matter of marketing, Consumer behavior is based on the following five steps:
1) Identify the problem
2) Search
3) Evaluate Options
4) Decide to Buy
5) After purchasing behavior
The Nature of consumer Behavior:

There is a several factors influence the consumer behavior it is divided as following:
1- External Influences :
Culture
Demographics and social stratification

18
Ethnic, religious, and regional subcultures
Families and households
Groups
2- Internal Influences:
Perception
Learning
Memory
Motives
Personality
Emotions
Attitudes
To examine the consumer behavior we have to differentiate between three Issues

(Needs, Wants and Demands) to be able to analyze the consumer behavior and to
know how we will stimulates them to purchase product through advertisement.
Needs: state of felt deprivation including physical, social, and individual needs
such as hunger.
Wants: form that human need takes as shaped by culture and individual
personality such as bread.
Demands: human wants backed by buying power i.e. money.
According to the abovementioned if we were more carefully to interpret the
human nature the more easily to predict the interaction of the consumer
through that we will trying to provide him with advertising which will stimulate
him to purchase the products and to satisfy his needs
Consumer Decision Making Process

Before we get into our study we will have to brief the term decision first so every day every
one of us makes a lot of decisions every day of his live, However, we in general we made
these decisions always without thinking about how we will make them and what is the
consequences of our decisions even the decision-making process itself.
19
So as a general the decision is defined as the selection of an option from two or more
alternative choices, so if any person wants to make a decision, he has to choose from an
alternatives as an example if anyone has to choose to purchase a product and to leave the
other or to do something and to leave another one in this meantime he will have to make his
decision , on the other hand if he didnt has any choices to choose from and he has to accept
the only choice he has in this mean time he wont make a decision he will do what he has to
do, also the scientists after a deep researches come to with three levels of consumers decision
making process which make this process more easier and not boring one they ranged it from
very high to very low, they distinguish the three specific level of consumer decision making as
following :
1. Extensive problem solving.

2. Limited problem solving
3. Reutilized response behavior. Which were discussed in Howard-Shenth model of consumer
behavior (Schiffman and Kanuk 2003; 547-549)
So as the abovementioned we can conclude that if anyone wants to make his own decision he
will go through five basic levels as following:
(1) Problem recognition
(2) Information search
(3) Evaluation
(4) Purchase decision
(5) post purchase behavior
Figure (1)
Figure 1. The 5-Stage Decision Making Model (Silverman 2001.)
Decision Making Process

The decision making process consists of a steps, it begin with need feelings arising from and
ending with making the decision. The need feeling may be an urgent one which must be
satisfied immediately or one which may be postponed to another time so if we want to make a
decision for an issue we will go through three recognized stages as following:
20
1- The Pre-decision Stage

At this stage the consumer influenced by external factor such as observation or awareness of a
product which stimulate his desire to think of a decision.
2- The Decision Stage
At this stage, the consumer influenced by internal factors which consists of his experiences,
attitudes, opinions, and feelings these entire factors will accumulate with each other to make the
cognitive structure to make the consumer about to make his move.
3- The Post-Decision Stage
At this stage, the consumer will have to take the risk of his decision and to bear the consequences
of his decision.
1.1.
Purpose of the study
The Purpose of this research is to examine the influence of advertising on consumers

behavior and their buying decision making.
1.2.
Research problem
The biggest problem for that research that some companies dont rely on the advertising as
much as its importance and they consider the any amount they will spend on advertising is
consider as ordinary expenses not as a tool will bring to him a lot of revenues in return, so the
researcher tried to reveal the importance of the ads and its effect on consumer behavior and
buying decision making.
1.3.
Research objectives:
In order to achieve the purpose of this study, the following questions should be answered:
1- What are the forms of advertising used?
2- Determine the relationship between the advertising and consumers behavior?
3- How far the advertising influenced on consumers behavior & his decision making?
21
1.4.
Importance of the study

This essential aim for this study was to reveal the importance of advertising and its
influence and its impact on the consumer behavior and how it can change the
consumer opinion for a product and his behavior toward it then his buying decision
making.
1.5.
Structure of the study

The research contains five chapters relevant related and every chapter is considered as
complementary for the previous one, So that it makes us able to answer the main
research questions at the end of the study.
1.5.1. Chapter -1- Introduction

It includes a discussion about the purpose of the study to find out the research problem
after that the introduction discusses the research objectives and importance of the
study, finally the end of this chapter includes the structure of the study.
1.5.2. Chapter -2-Literature review

In this chapter we are passing through the history of researches related to my topic
from accredited source like previous thesis the literature review is divided into two
main parts represent the keywords of the research (Advertising) , (Consumers
Behavior) & ( Buying Decision Making )
1- Literature includes the definition of term advertising from the academic point of view,
and then it goes to explain the impact of the advertising and its influence on the
consumers behavior.
2- Consumer behavior is the second keyword in this research. The same way as the first
keyword started with the academic meaning of consumer behavior and then discussed
how the behavior and the attitude of the consumer can be changed after the advertising
for a particular product.
1.5.3. Chapter -3- Methodology

22
It describes the methodology used in the research, highlighting the data collection
methods:
1.5.3.1.
Purpose of the study
Describe the role of advertisement on consumers behavior in Egyptian market.
1.5.3.2.
Type of investigation:
The researcher depends on the descriptive method in this research to demonstrate and
to examine the influence and impact of the advertisement in affecting the consumers
behavior in Egypt.
1.5.3.3.
Extent of researcher interference
This study has been accomplished with the minimum interference from the researcher.
1.5.3.4.
Study setting
This study is done in a contrived setting.
1.5.3.5.
Unit of analysis
This study depends on individual as a unit of analysis.
1.5.3.6.
Time horizon
The study is considered as cross-sectional study as its data was collected once a time.
1.5.3.7.
Sampling process
The researcher depends on the primary data collected with stratified sampling process to
answer questionnaires in which the population represents Egyptian people in different scales
and have different tastes to answer the listed questions in questionnaire and to assure the
diversity in the results.
23
.
1.5.4. Chapter-4- Research findings and data analysis:
This chapter includes the primary data analysis which is collected by respondents
questionnaire and the researcher used a Statistical Package for Social Science (SPSS)
to analyze the collected data.
1.5.5. Chapter-5-Conclusion and recommendations:

This chapter contains all finding and the conclusions that the researcher had come out
with after analyzing the primary and secondary data and includes the overall answers
about the research questions.
24
Chapter two-2- Literature review
25
Chapter two-2- Literature review:

Introduction:
-
Its any paid form of non-personal presentation and promotion of ideas, goods or
services with words Kotler & Armstrong 2010 defined the most important tool in the
marketing strategy, there are a numerous researchers tried to define the advertising for
its great influence on consumers (as the researcher revealed it in chapter one).
The study of individuals, groups or organizations and the processes they use to select,
secure, use and dispose of products, services, experiences or ideas to satisfy needs and
the impacts that these processes have on the consumer and society. This how Pant
(2007) defined consumer behavior, and because of consumer behavior is one of the
most complex studies the researchers can to analyze and also the most important factor
in the marketing field which its all companies are caring about also Kotler & Keller
2007, 92 said that The consumers personal factors such as motivation, perception,
learning and memory comprise an influence on how the consumer responds to the
marketing as an efforts from him to understand the human behavior.
So in this chapter we will trying to represent the numerous scientists studies they had made to
examine the effect of advertisement on the consumers behavior because of its tremendous
influence on consumers, the advertisement is a very important tool of marketing it can
stimulates the consumers needs to purchase any product for that the companies are spending
a huge amounts on their advertising campaigns to make sure that their brand and the product
name has impressed permanently at their consumers mind, so there are also a numerous
researchers made their researches regarding this issue to accomplish what the previous
researchers had been begun before.
In the research literature we will make an overview of previous researches on my

research topic and a comprehensive review of all published research that is relevant to
my proposed investigation and guided by my research objectives so we will study all
thesis articles had been published concerning to my research and we will make :
Convey the depth and breadth of research that has been accomplished on a subject
26
Supports the motivation and significance of the research
Identify important issues and link to hypotheses
Identify key areas of missing knowledge
Describe methodologies used
Describe existing data sets
Link proposed research to previous and ongoing research efforts.

In our research we will make an overview for some studies concerning the effect of
advertisement on the consumers behavior to see if there a relationship between the ads and
the consumers behavior and their decision making:
Study one:
IDOSI Publications, 2013 Muhammad Ehsan Malik, Muhammad Mudasar Ghafoor, Hafiz
Kashif Iqbal, Qasim Ali, Hira Hunbal, Muhammad Noman and Bilal Ahmad they have made
a study with the name of Impact of Brand Image and Advertisement on Consumer
Buying Behavior they discussed in their study the influence and the impact of product brand
and its advertisement on the consumer behavior and they found that brand image and
advertisement for any product are playing an important role to enhance the companys
performance and their market share , they also found that brand name is considered as
essential tool for changing consumers buying opinion and the advertisement is an effective
source to convey any products message and stay in customers mind, so in their study they
tried to analyze the impact of brand image and advertisement on consumer buying behavior.
After the researchers made their Questionnaire on over 150 respondents were collected within
the period of one month. They found that the brand image and advertisement have strong
positive influence and tremendous relationship between the Consumer buying behaviors and
After they made SPSS analysis to evaluate and analyze the results it revealed the strong
influence of brand image on Consumer buying behavior and how it can change peoples
buying behaviors positively and also the analysis result illustrate that advertisement also has
positive impact on consumer buying behavior. So summarized the research that if the
consumers know more about the brands in the advertising media it will be in their mind easily
and it will change their opinion to purchase the products so in their study they confirmed the
importance of advertisement and its impact on consumer as a big marketing weapon to attract
the customers to any products.
27
Key words: Brand image, Advertisement and Consumer Buying Behavior
Study two:
The IOSR Journal of Business and Management (IOSR-JBM) had published a study to Dr.
D.Prasanna Kumar & K. Venkateswara Raju under the name of The Role of Advertising in
Consumer Decision Making they discussed in their study the influence of the
advertisement on the consumers behavior and their willingness to buy a product and they
aimed in their study the importance of the advertisement and they define it as
communication tools which trying
a kind of
to convince and make awareness to the
audience
whatever they were a viewers, readers or even a listeners to purchase a product or to take an
action towards a products or services ,they mentioned that the purchase process is considered
as a decision making process and it always be at under risk level so it has a sensitive
influence on the consumers and they find a difficulty to take that decision , so in their study
they investigated the relationship between the advertisement and its effect on the behavioral
aspect of consumer buying behavior, after they made respondents questionnaire on over 100
hundred to analyze their responses they made an analysis for the results they found that,
advertisement has the ability to change the opinion of the customers about the product also
they find out that the Customers likes to watch more of the ads which affect in their behaviour
towards a product , Advertisement are easily convincing the customers for a product,
advertisement as a communication media has the ability to convey an important message to
the customers and also they found that the advertisement should neither be long nor be too
short and the advertisement should be attractive to the customers to make them involved with
the advertisement and the brand of the product to related with the consumers mind, they
conclude that every consumer is making his buying decision making with incomplete
information, so they are under risk all the time and because of the variety of the brands of a
particular product so there are a lot of alternative for the consumer to choose among them so
in the absence of the demanded information here the a good advertisement role to provide the
customers with whole information about The products because the customer did not has the
enough time to search about information for every products so the advertisement is influence
on the consumer opinion and his decision making to buy products and their behavior.
-
Key Words: Advertising, Consumer behavior, Consumer buying behavior.
28
Study three:
In 2013 IJMRBS had published a study to Naveen Rai with the name of Impact of
advertising on consumer behaviour and attitude with reference to consumer durable
the researcher mentioned in the study that we are now live in a world full of information and
media, so the advertisements is playing an important role in changing the attitude of the
consumer behaviour towards the products so the advertisements are changing the attitude of
consumers and their look at products, for decades and the advertisement are playing its role in
changing the a behavior of the consumers and the all kind of an advertisement and the huge
number of it are the witness on that , in the mentioned study the researcher made it in the first
place to illustrate the impact of the advertisement and its influence on the consumers behavior
, how it can change the attitude of the consumer towards the products after they watch its
advertising champagnes, after making the analysis for respondents results the researcher came
out with a conclusions that advertisement has its influence on the behavior and attitude
formation of consumers not only in India but also worldwide, the study revealed that
advertisement are motivating the durables products consumers, and the study also illustrates
that the consumers are induced significantly by advertisements when the target is on quality
and price and variety of the advertisement is playing a great role to motivates the consumers
to purchase the products especially when it cover all the values of the product and make a
brand recognition.
-
Keywords: Advertisements, Consumers, Behavior, Attitude, Product
Study four:
IBIMA volume 3, 2008 published a study to Sandra Jaktien, Dalia Susnien and Valdas
Narbutas, they mentioned in their study that Advertising is playing a major role in the life. It
is changing the attitudes of the whole society and the individual level too and influences on
consumers behavior their willingness to purchase a product ,they mentioned that the customer
has to be aware of all information about the product which intend to buy to be able to make
his decision making and to came out with conclusions, because of the whole environment
29
around the consumers is full of a positive emotional stimulus so the most important purpose
of the advertising is to present its product and to keep the brand name of the products stock in
the consumers mind and to attract the customers attention they focused in their study that
there are a lot of aspects influence on the consumer such as the psychological-cognitive,
emotional aspect and behavioral ones play the most important role , after they made a
descriptive quantitative survey (questionnaire) ,through a several kind of questions which
asking about if the customers learn about the enterprise from the ads , to reveal how the
customer accepted the advertising information in the cognitive aspect, to determine if the
advertising information makes any impact on the customer behavior. They conclude that
advertising has influences on the consumers that will be through the cognitive aspects through
senses, perception, attention, memory, reasoning, language, etc they found out that the most
important tasks for the advertising process is to enlightening the product or service advertised,
attract the customers attention and sustain it to concentrate the brand name in the consumer
mind .
Theoretical analysis revealed that there are three aspects: cognitive, emotional and behavioral
were identified and evaluated during the survey.
The survey results illustrated that the customers attention was influent mostly by ads in press
and brochures.
The research data revealed that (79%) of the respondents are influenced the by (emotional)
aspect with a positive feelings.
SO they had confirmed their opinion that advertising make a psychological impact on the
customer and changed their behavior.
Keywords: advertising, impact of advertising, customer behaviour, psychological aspects.
Study five:
In 2013 Ethel Lee is a candidate at Turku University of Applied Sciences made his Bachelor
of Business Administration (BBA) thesis on one of the advertising medium which is online
advertising and the thesis was named as Impacts of social media on consumer behavior,
Decision making process, the researcher in this study tried to examine the impact of the
social media on the consumer behavior and his buying decision making because of the life
style in tis days enormous people are using the social media in their regular day while they
waiting transportation even in it when they are going in their works and at the breaks in their
jobs .etc. so this new trend has attract the marketer to represent their advertisement on this
30
social media which attract a huge number of consumer so it will surround the consumers and
make the brand of the product be always in the consumers mind , So in this research
explained how consumers
are trying to and select between the products to take the
appropriate decision through social media before they purchase. The research findings
illustrated that consumers
pursue an active role in information search on social media
comparing to mass media, after the researcher had finished the data analysis find out that
however the major role that social media playing in marketing strategy, but social media
cannot be considered as the most powerful tool in the marketing to attract the consumers to
purchase products through it in Finland, and consumers confirmed that mass media still has
certain influence in attract the consumers awareness to stimulate their needs for purchasing ,
for instance discounts available in stores, or a good deal so Social media is playing a great
role in getting relevant information, however the mass media still the most powerful tools in
the marketing strategy for any company which has to depend on more .
Study six :
Johanna vihonen is a candidate at Tampere University of Applied Sciences in 2013 he
represents his thesis under the name of The Effects of Internet Pages and Online Advertising
in Consumer Behaviour, Case IKEA Tampere in this study the researcher tried to examine
and analysing the effects of internet pages and online advertising in consumer behaviour and
he took IKEA Tampere as an example for supporting his study so he made a lot of researches
on the company and the study was conducted with two method quantitative and qualitative
research methods in order to expand the overall understanding and to confirm findings from
different data sources however the researcher has received a huge information and analysis he
intend to make his analysis and findings unpublished as confidentiality agreement he made so
we understand from his conclusions that he found that ,If there is a pattern between the IKEA
Company and its customers and how they behave with the company website online, the
analysis shows that IKEA as a company and ongoing campaigns. Being too simple, plain, and
boring sometimes could be highlighted as a local store pages weakness ,they found that
customer sometimes find an inspiration to visit the sores after they took they recognition and
information from the webpages. The analysis illustrate also that the local website is not used
at its full potential, IKEA Tampere has established a large customer whom registered to IKEA
FAMILY loyal customer programme so they numerous potentials with customers whom can
be traced more easier to attract them to visit the store, it shows a clear interest towards the
31
local store page. However, when they compared the actual sales revenues of the online
advertising week, with the numbers of visitors on page, it was minimal percentage,
After a customers interviews the analysis revealed that the layout of the website is fairly
attractive although they stated it was clear and things were found easier but in general it
wasnt memorable, the analysis revealed that 10% of the visitors are leaving the page just
from interring the front page so the company has to make the front page more attractive to
customers to encourage them to visit the whole pages to gain more marketing time ,
eventually the study analysis revealed that there are weakness an strengths in online
marketing for IKIA but in general the analysis find out that there are a numerous visitors to
web pages and online websites which give a great opportunities to companies to gain a new
society sector of buyers and how this kind of advertisement can effect on the consumers
behaviour and their willingness to buy products .
32
Chapter three 3- Research methodology
33
Introduction
This research is depending on both primary data and secondary data. The primary data had
been collected from a structured respondents questionnaire that had been selected with
stratified random sampling for this research, Concerning the Secondary data it also had been
collected from previous researches, studies and articles, the researcher used the structured five
point Likert Scale to assess the results and a Statistical Package for Social Science (SPSS
version 21.0 of IBM for analysis and evaluation) to analyze the data that had been collected.
This research basically established to examine the impact and the influence of the
advertisements in effecting consumers behavior and their purchase decision making, The most
important task for advertising of any product is to create awareness, perception, provide
enough information, learning about the product for the customers to make their decision
whether buying or not so the marketer has to be persuasive enough to motivates the
customers to buy and satisfy their needs.
The following picture is represent the research theoretical frame work :
Figure (2)
3. Chapter three 3-Research methodology
3.1. Research Hypothesis
34
Hypothesis
H1: Using celebrities on TV advertisement can effect on consumers behavior

and their buying decision making.
H2: - TV advertisement timing can affect differently on consumers decision

making .
H3: the variety of advertisement is the most effective facto to attract the
customers to products .
H4: Using good sound effects in radio advertising motivates customers to buy
a product. .
H5: to concentrate on rush hours radio advertisement
will attract more
listeners to the products
H6: using Billboard advertising on crowded roads is playing an important role

to inform customer with a product on roads
H7: to attract more customers to billboard ads we have to make it with bright
colors
H8: Online shopping may affect your image for a product or service
H9: POP advertising is considered as an important tool of online advertisement

do you agree.
3.2. Research design
3.2.1. Purpose of the study

The Purpose of this study is to describe and analyze the impact of advertising
on the consumers behavior and their buying decision making in Egypt.
3.2.2. Type of investigation
This descriptive study is to describe the impact of the advertising on the

consumers behavior and their buying decision making in Egyptian market.
35
In this study, the researcher tries to know the role of advertising as an

(independent variable) on consumers behavior and their buying decision
making as an (dependent variable) in Egypt.
3.2.3. Extent of researcher interference

This study will be performed with minimal interference from the researcher because its a
field experiment as questionnaire will be distributed to respondents to answer questions and
collected after answering them but if there is any difficulty to understand any question, the
researcher will clarify it in a simple and a neutral manner without giving any directions to
respondents for selection.
The researcher used a different Statistical Package for Social Science (SPSS) to analyze the
data that researcher had collected.
3.2.4. Study setting
This study is a descriptive study operated in contrived settings questionnaire will be applied
by face to face to respondents to answer it and collect it back to the researcher. This will be a
quantitative method for data collection.
3.2.5. Unit of analysis
Researcher will depend on individual as a unit of analysis for this research; respondents will
be the unit of analysis for questionnaire.
3.2.6. Time horizon
This study is cross sectional study because the researcher will collect data
once a time.
36
3.2.7. Data collection methods
Primary data and secondary data are required for this research; the researcher
has to depend on both sources of data to complete the total image of data
collection.
3.2.8. Secondary data
The researcher depends on different sources to obtain data that support this
study. Reference books, recent journals and trusted internet web sites are the
main dependent in collecting secondary data to support this study with actual
data about the role of advertising in affection on consumers behavior and
their buying decision making in the Egyptian market.
3.2.9. Primary data
The researcher depends on one way only to collect the primary data that was
through respondents questionnaire
3.2.9.1. Questionnaire
The researcher uses a questionnaire as a tool to test the effect of advertising on consumers
behavior and their buying decision making in Egypt, this questionnaire helps to draw the
relation between the effect of advertisement and consumer behavior and their buying decision
making.
The questionnaire is divided into three parts which are

1- Personal information questions
2- General questions
3- Hypothesis testing questions.
37
1- Personal information: the researcher collects demographic information to segment

the sample into groups which can indicate the effect of social classification for
groups, the marital Status for them and demographical background.
2- General questions: the researcher collects general questions that asking about if the
respondents have any leisure time and if there is how many hours in the week,
questions that measure the importance of ads for the respondents, the preferable ads
for them and the most favorable medium for them.
3- Hypothesis testing questions: the researcher tries to test the hypotheses
suggested. This will be when the participants answer certain questions which
determine the direction of each hypothesis.
4- Sampling process
The researcher collected stratified sampling respondents to answer questionnaires;
this study describes the role of advertising if affecting the consumers behavior and
their buying decision making in Egypt.
3.2.9.2.Questionnaire sampling process

The researcher will depend on stratified sampling process and divides the whole population
into strata according to the age, gender, social and regional classification and takes stratified
sampling from each stratum and he depends on the stratified sampling to insure the diversity
in questionnaire results and to decrease sampling errors and take equal number of respondents
from each stratum.
The researcher will collect respondents randomly from each stratum; questionnaire will be
distributed to the candidate manually and collected after answering it.
38
Chapter four-4-Research Findings and data

Analysis
39
4. Chapter four-4-Research findings and data analysis
4.1. Quantitative analysis :
Introduction:
This following chapter illustrates the Statistical Package for Social Science (SPSS) analysis
which made from the data collected from the questionnaire, the set of questions based on the
theories discussed in previously chapters the questions was sent to all possible individuals who
are currently living in Cairo and Suez, all the research questions and response option are
relevant and related to components of the research study , and all these questions has been
implemented in order to allow respondents to understand it easily and to make sure that all
results will be more accurate .
This survey was sent out to approximately 98 respondents, and the number of
participants was 50, so the total percentage of responses was 51%, the questionnaire
was containing 30 questions, Questions was divided into 3 stages according to the
research object:
1- The first stage: was personal information the researcher collected it according to
demographic information to segment the sample into groups which can indicate the
effect of social classification for groups, the marital Status for them and
demographical background.
2-
The second stage: General questions the researcher collected general
questions that asking about if the respondents have any leisure time and if there is?
How many hours in the week? Questions that measure the importance of ads for the
respondents, the preferable ads for them and the most favorable medium for them.
3- The third stage: Hypothesis testing questions the researcher tried to test the
hypotheses suggested. That happened when the participants answered certain
questions which determined the direction of each hypothesis.
40
The Analysis for the research as following:
The researcher in his analysis used the Statistical Package for Social Science (SPSS)
analysis and he also to assess his results he used the Likert scale which consists of 5
point scale. For the analysis of the responses.
4.1.1 Frequencies of personal data

the analysis revealed that respondents numbers who responded to the survey was 98
but only 50 respondents who completed all the survey questions most of the
respondents were a local customers to malls or hypermarkets and the number of the
Female respondents was (21) with percentage 42% and Male respondents (29) with
percentage 58% .
And the number of respondents who were at the age of 16: 21years old (16) which
mean the majority and the minority was divided equally between the 21: 35 years old
and who 55 years old and over with frequency (11).
And the marital status analysis illustrate that the percentage for the respondents was
for the married with children with 36% of the respondents with frequency (18),
married (16) with 32 % percent and singles also (16) with 32% percent too.
Concerning the educational status analysis the majority was to post graduate with
frequency number (20) with percentage 40% in the second position the graduated (17)
with percentage 34% of the respondents and any other with frequency (13) percentage
26%.
And the monthly income status analysis shows that we have (17) respondents earning
from 3000 EGP: 6000 EGP per month which majority with percentage 34%, we have
(15) who earns from 1000:3000EGP per month with percentage 30% and the other
36% is divided equally between who earns 6000EGP per month and more.
41
Concerning the leisure time hours per week analysis we can see that we have the
number of respondents who has less than 5 hours (15) with percentage 30%, from 5:10
hours (14) with percentage 28%, from 11:16 hours (9) with percentage18%, from 17:
21 hours (6) with percentage 12% and more than 21 hours (6) with percentage12%.
4.1.2 Analyzing questionnaire general questions :

-
The analysis of the general questions revealed that 64 % of the respondents say (Yes)
to buy a product after advertisement convincing them however 36% they say (No).
Despite 72% of them saw that product advertisements are important and on the other
hand 28% saw that advertisement is not important for them.
And 72% of the respondents finds a pleasure while watching a good advertising and
28% said (No) about that.
However there are72% saw that the repeating an attractive advertising is useful and
28% say (No) to that.
The 40% of the respondents prefer the TV as tool of advertising, 340% prefer radio,
8% prefer billboard as a communication tool and the left 18% prefer the online
advertising.
NOTE:
Kindly find the whole tables which support my analysis in the Appendixes
4.1.3 Hypothesis testing:

-
The analysis of the hypothesis questions revealed that 56% of the respondents agree
with using celebrities on TV advertisement and it can effect on consumers behavior
and their buying decision making, 8% strongly agree with this, 9% was neutral and the
left 18% it was between disagree and strongly disagree.
As Table (4) shows:
Table (4)
Using celebrities on TV advertisement can affect on consumers behavior and their buying decision making.
Frequency
Valid
strongly agree
Percent
Valid Percent
Cumulative
Percent
8.0
8.0
8.0
agree
28
56.0
56.0
64.0
neutral
18.0
18.0
82.0
disagree
10.0
10.0
92.0
strongly disagree
8.0
8.0
100.0
50
100.0
100.0
Total
42
(Figure 3)
Concerning to TV advertisement timing can affect differently on consumers decision

making as the Table (5) shows that 8% strongly agree with this aspect ,56% are also
agree , 18% were neutral ,10% were disagree and the other 8% were strongly disagree
with that .
Table (5)
TV advertisement timing can affect differently on consumers decision making
Frequency
Valid
strongly agree
Percent
Valid Percent
Cumulative
Percent
8.0
8.0
8.0
agree
28
56.0
56.0
64.0
neutral
18.0
18.0
82.0
disagree
10.0
10.0
92.0
strongly disagree
8.0
8.0
100.0
50
100.0
100.0
Total
43
(Figure 4)
Table (6) illustrate the analysis of the how variety of advertisement can be effective
factor to attract the customers to products we can see that 56% is agree with this aspect
and 8% is strongly agree , 18% were neutral and the 18% was either disagree or
strongly disagree .
Table (6)
the variety of advertisement is the most effective facto to attract the customers to products
Frequency
Valid
strongly agree
Percent
Valid Percent
Cumulative
Percent
8.0
8.0
8.0
agree
28
56.0
56.0
64.0
neutral
18.0
18.0
82.0
disagree
10.0
10.0
92.0
strongly disagree
8.0
8.0
100.0
50
100.0
100.0
Total
44
(Figure 5)
sometimes using celebrities in TV ads is considered as an exaggerator issue in this

question 56% of the respondents said (No) and 44% of them said (Yes)to this aspect
when we asked about how many times of purchasing after watching celebritys ads
30% of the respondents said (Once),50% said (twice),8% said (three times )
and 12% said they bout more than three times .
when we asked about if TV ads repeating is stimulate the customer to purchase the
products 56% of the respondents said (No) and 44% said (Yes)
after asking about the perfect duration time for TV ads to memorize a product brand
68% of respondents said (1 Minute) , 16% said (2Minute), 10%(3Minute)and 6% said
more than 3Minuts
Concerning to the most preferable kind of TV ads 44% of the respondents preferred
(humor) ads, 12% (Fear), 32% preferred the (animation) ads and 12% preferred other
kinds of ads.
Using good sound effects in radio advertising motivates customers to buy a product
we can find that 8% were strongly agree ,56% were agree ,the neutral respondents
were 18% , 10% were disagree strongly disagree as Table (7) shows
45
Table (7)
Using good sound effects in radio advertising motivates customers to buy a product.
Frequency
Valid
strongly agree
Percent
Valid Percent
Cumulative
Percent
8.0
8.0
8.0
agree
28
56.0
56.0
64.0
neutral
18.0
18.0
82.0
disagree
10.0
10.0
92.0
strongly disagree
8.0
8.0
100.0
50
100.0
100.0
Total
(Figure 6)
When we asked about the preferable sound for radio advertising we find out that 74%
of the respondents are prefer the (Female) sound and the 16% prefer the (Male) and
10% saw that the Radio advertising should be consists of both sounds.
to concentrate on rush hours radio advertisement will attract more listeners to the
products there were 56% agree with that ,8% strongly agree ,the neutral were 18% ,
disagree were 10% and strongly disagree were 8%.
46
using Billboard advertising on crowded roads is playing an important role to inform

customer with a product on roads there were 56% agree with that ,8% strongly agree
,the neutral were 18% , disagree were 10% and strongly disagree were 8%.
Asking about the preferable ads billboard color which attract the consumer attention
38% of the respondents prefer the (Blue) color ,28% prefer (Red) color ,18% preferred
the (Brown) color and 16% preferred other colors.
to attract more customers to billboard ads we have to make it with bright colors There
were 56% agree with that, 8% strongly agree, the neutral were 18%, disagree were
10% and strongly disagree were 8%. As Table (8) shows.
Table (8)
to attract more customers to billboard ads we have to make it with bright colors
Frequency
Valid
strongly agree
Percent
Valid Percent
Cumulative
Percent
8.0
8.0
8.0
agree
28
56.0
56.0
64.0
neutral
18.0
18.0
82.0
disagree
10.0
10.0
92.0
strongly disagree
8.0
8.0
100.0
50
100.0
100.0
Total
(Figure 7)
The Online shopping may affect the respondents image for a product or service There
were 56% agree with that, 8% strongly agree, the neutral were 18%, disagree were 10%
and strongly disagree were 8%.
The POP advertising is considered as an important tool of online advertisement do you

agree in the question there were 56% agree with that, 8% strongly agree, the neutral
were 18%, disagree were 10% and strongly disagree were 8%.
47
When the researcher asked about the Poisoning of online ads which distracting the
internet visitors sometimes are they agree with that or not he found that 86% agree with
the aspect and 14% disagree.
Concerning how many times online ads persuade the respondent to purchase product the
results were 66% of the respondents bought (Once), 16% bought (Twice),12%bought
(Three Times) and 6% bought (More )as the Table (9) shows
Table (9)
times online ads persuaded you to purchase product
Frequency
Valid
Percent
Valid Percent
Cumulative
Percent
once
33
66.0
66.0
66.0
twice
16.0
16.0
82.0
three times
12.0
12.0
94.0
more
6.0
6.0
100.0
Total
50
100.0
100.0
(Figure 8)
4.2. Correlations
The correlation table (10) indicates the relationship between impact of TV ads, radio,
billboard, online (independent variable) and consumers behavior (dependent variable)
48
As table show the positive values and relations between variables so It is obvious from the
below table that the relation between the different variables is mostly positively relationship
and that means there is positive correlation high scores on one variable are associated
with high scores on the other, and that is supporting the research hypotheses.
Also as shown in the correlations table, the researcher found that there was a positive
correlation for the relationship between leisure time hours and TV advertisement timing can
affect differently on consumers decision making that can effect on consumers behavior and
their buying decision making by the same previous results .314 and this is significant result at
the 0.05 level, therefore that supports the research.
Also as shown in the correlations table, the researcher found that there was a positive
correlation for the relationship between buying a product after convincing by ads and the
perfect duration time for TV ads to memorize a product brand can that affect positively on
consumers decision making by.430 and this is significant result at the 0.05 level, therefore
that supports the research.
49
buying
a
leisur produ
e
ct
month time
after
ly
hours convin
incom per
cing
e
week by ads
monthly income
leisure time hours per week
buying a product after convincing by ads
TV ads repeating is stimulate the

customer to purchase the products
Pearson
Correlati
on
Sig. (2tailed)
N
Pearson
Correlati
on
Sig. (2tailed)
N
Pearson
Correlati
on
Sig. (2tailed)
N
Pearson
Correlati
on
Sig. (2tailed)
N
the perfect duration time for TV ads to

memorize a product brand
Pearson
Correlati
on
Sig. (2tailed)
N
the most preferable kind of TV ads
Pearson
Correlati
on
Sig. (2tailed)
N
Radio ads sound
attractive billboard ads color
Pearson
Correlati
on
Sig. (2tailed)
N
Pearson
Correlati
on
Sig. (2tailed)
N
Poisoning of online ads sometimes

distracting the internet visitors
Pearson
Correlati
on
Sig. (2tailed)
N
times online ads persuaded you to

purchase product
Pearson
Correlati
on
Sig. (2tailed)
N
Using celebrities on TV advertisement

can affect on consumers behavior and
their buying decision making.
TV advertisement timing can affect

differently on consumers decision
making
the variety of advertisement is the most

effective facto to attract the customers to
products
Using good sound effects in radio

advertising motivates customers to buy a
product.
to concentrate on rush hours radio

advertisement will attract more listeners
to the products
Pearson
Correlati
on
Sig. (2tailed)
N
Pearson
Correlati
on
Sig. (2tailed)
N
Pearson
Correlati
on
Sig. (2tailed)
N
Pearson
Correlati
on
Sig. (2tailed)
N
Pearson
Correlati
on
Sig. (2tailed)
N
using Billboard advertising on crowded

roads is playing an important role to
inform customer with a product on roads
Pearson
Correlati
on
Sig. (2tailed)
N
Online shopping may affect your image

for a product or service
Pearson
Correlati
on
Sig. (2tailed)
N
POP advertising is considered as an

important tool of online advertisement do
you agree.
sometimes using celebrities in TV ads is

considered as an exaggerator issue
times of purchasing after watching

celebritys ads
Pearson
Correlati
on
Sig. (2tailed)
N
Pearson
Correlati
on
Sig. (2tailed)
N
Pearson
Correlati
on
Sig. (2tailed)
N
finding a pleasure while watching a good Pearson

advertising
Correlati
on
Sig. (2tailed)
N
marital status
Pearson
Correlati
on
Sig. (2-
.741
**
.299
TV
ads
repeat
ing is
stimul
ate
the
custo
mer
to
purch
ase
the
produ
cts
-.555
**
the
Poiso
perfec
ning
t
of
durati
online
on
ads
time
somet
for TV
imes
ads
the
distra
to
most
attracti cting
memo prefer Radi
ve
the
rize a
able
o
billbo intern
produ kind
ads
ard
et
ct
of TV soun ads
visitor
brand
ads
d
color
s
.365
**
.483
**
.137
.491
**
-.198
times
online
ads
persu
aded
you to
purch
ase
produ
ct
.653
**
Using
celebritie
s on TV
advertise
ment
can
affect on
consume
rs
behavior
and their
buying
decision
making.
.386
**
TV
adverti
semen
t
timing
can
affect
differe
ntly on
consu
mers
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n
makin
g
.386
**
the
variety
of
advertis
ement
is the
most
effective
facto to
attract
the
custom
ers to
product
s
.386
**
Using
good
sound
effects
in
radio
advertis
ing
motivat
es
custom
ers to
buy a
product
.
.386
**
to
concent
rate on
rush
hours
radio
advertis
ement
will
attract
more
listener
s to the
product
s
.386
**
using
Billboard
advertisin
g on
crowded
roads is
playing
an
important
role to
inform
customer
with a
product
on roads
.386
**
Online
shoppi
ng
may
affect
your
image
for a
produc
t or
service
.386
**
POP
adverti
sing is
consid
ered
as an
importa
nt tool
of
online
adverti
sement
do you
agree.
.386
**
somet
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using
celebr
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in TV
ads
is
consi
dered
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exagg
erator
issue
.312
times
of
purch
asing
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watch
ing
celeb
ritys
ads
.500
**
findin
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pleas
ure
while
watchi
ng a
good marita
adverti
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sing status
-.307
age
-.257
.109
.450
.000
.035
.000
.009
.000
.341
.000
.167
.000
.006
.006
.006
.006
.006
.006
.006
.006
.027
.000
.030
.071
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
.741 **
.259 -.373 **
.149
.270
.101
.384 ** -.315 *
.600 **
.314 *
.314 *
.314 *
.314 *
.314 *
.314 *
.314 *
.314 *
.226 .521 ** -.421 **
.112
.044
.069
.008
.300
.058
.485
.006
.026
.000
.026
.026
.026
.026
.026
.026
.026
.026
.114
.000
.002
.441
.763
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
1 -.678 **
.430 **
.446 **
.089
.032
.178
.524 **
.011
.011
.011
.011
.011
.011
.011
.011
.497 **
.074 -.468 ** -.365 **
.529 **
.000
.002
.001
.539
.825
.217
.000
.939
.939
.939
.939
.939
.939
.939
.939
.000
.611
.001
.009
.000
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
1 -.453 ** -.486 ** -.105
-.161
-.107 -.537 **
-.198
-.198
-.198
-.198
-.198
-.198
-.198
-.198 -.623 ** -.285 *
**
**
-.460 **
.001
.000
50
50
.299 *
.259
.035
.069
50
50
50
**
**
**
-.555
-.373
-.678
.463
.504
.000
.008
.000
50
50
50
.365 **
.149
.009
.300
.002
.001
.280
50
50
50
50
50
50
.483 **
.270
.446 ** -.486 **
.156
.000
.058
.001
.000
.280
50
50
50
50
50
50
.137
.101
.089
-.105
-.105
.120
.341
.485
.539
.468
.470
.407
50
50
50
50
50
50
50
.491 **
.384 **
.032
-.161
-.025
.685 **
.049
.000
.006
.825
.263
.861
.000
.734
50
50
50
50
50
50
50
50
-.198
-.315 *
.178
-.107
-.242
.373 **
.048
.273
.167
.026
.217
.460
.090
.008
.742
.055
50
50
50
50
50
50
50
50
50
.653 **
.600 **
.524 ** -.537 **
.420 **
.404 **
.075
.250
-.255
.000
.000
.000
.000
.002
.004
.606
.079
.074
50
50
50
50
50
50
50
50
50
50
.386 **
.314 *
.011
-.198
-.247
.602 **
.213
.735 **
.509 **
.070
.006
.026
.939
.169
.084
.000
.138
.000
.000
.630
50
50
50
50
50
50
50
50
50
50
.011
-.198
-.247
**
.213
**
.070
.006
.026
.939
.169
.084
.000
.138
.000
.000
.630
0.000
50
50
50
50
50
50
50
50
50
50
50
.011
-.198
-.247
**
.213
**
.070
.006
.026
.939
.169
.084
.000
.138
.000
.000
.630
0.000
0.000
0.000
0.000
0.000
0.000
0.000
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.004
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
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.386 **
.314 *
.011
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1.000 ** 1.000 **
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.026
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.169
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.000
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.000
.000
.630
0.000
0.000
0.000
0.000
0.000
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0.000
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50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
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-.198
-.247
.602 **
.213
.735 **
.509 **
.070
1.000 ** 1.000 **
1.000 **
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.006
.026
.939
.169
.084
.000
.138
.000
.000
.630
0.000
0.000
0.000
0.000
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
.386 **
.314 *
.011
-.198
-.247
.602 **
.213
.735 **
.509 **
.070
1.000 ** 1.000 **
1.000 **
1.000 **
1.000 **
.006
.026
.939
.169
.084
.000
.138
.000
.000
.630
0.000
0.000
0.000
0.000
0.000
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
.011
-.198
-.247
**
.213
**
.070
.006
.026
.939
.169
.084
.000
.138
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.000
.630
0.000
0.000
0.000
0.000
0.000
0.000
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
.386 **
.314 *
.011
-.198
-.247
.602 **
.213
.735 **
.509 **
.070
1.000 ** 1.000 **
1.000 **
1.000 **
1.000 **
.006
.026
.939
.169
.084
.000
.138
.000
.000
.630
0.000
0.000
0.000
0.000
0.000
0.000
0.000
.190
.004
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
.312 *
.226
.497 ** -.623 **
.308 *
.569 **
.134
.357 *
.242
.384 **
.188
.188
.188
.188
.188
.188
.188
.188
.027
.114
.000
.000
.029
.000
.355
.011
.091
.006
.190
.190
.190
.190
.190
.190
.190
.190
.179
.000
.012
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
**
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-.285
.173
**
-.009
.245
**
.193
-.350
-.195
.000
.000
.611
.045
.034
.041
.230
.005
.952
.087
.004
.004
.004
.004
.004
.004
.004
.004
.179
.174
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
-.307 * -.421 ** -.468 **
.463 **
-.252 -.394 **
-.365 **
-.365 **
-.365 **
-.365 **
-.365 **
.386
.386
.386
.500
**
**
**
**
.314
.314
.314
.521
.001
.000
.468
.263
.460
.000
.169
.169
.169
.169
.169
.169
.169
.169
.000
.045
.001
.000
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
.430 ** -.453 **
.156 -.105
-.025
-.242
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-.247
-.247
-.247
-.247
-.247
-.247
-.247
-.247
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.470
.861
.090
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.084
.084
.084
.084
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.000
50
50
50
50
50
50
50
50
50
50
50
50
50
50
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.373 **
.404 **
.602 **
.602 **
.602 **
.602 **
.602 **
.602 **
.602 **
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.569 **
.290 * -.631 ** -.361 **
.266
.407
.000
.008
.004
.000
.000
.000
.000
.000
.000
.000
.000
.000
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.000
.010
.062
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
.049
.048
.075
.213
.213
.213
.213
.213
.213
.213
.213
.134
.173
.074
-.049
.072
.734
.742
.606
.138
.138
.138
.138
.138
.138
.138
.138
.355
.230
.610
.733
.620
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
.273
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.735 **
.735 **
.735 **
.735 **
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.448
50
50
50
50
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50
50
50
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50
50
50
50
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.509 **
.509 **
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50
50
50
50
50
50
50
50
50
50
50
50
50
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-.218
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.630
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.630
.630
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.006
.087
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.129
.037
50
50
50
50
50
50
50
50
50
50
50
50
50
1 1.000 **
1.000 **
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**
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50
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1.000 ** 1.000 ** 1.000 **
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0.000
0.000
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0.000
0.000
0.000
.190
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.009
.407
50
50
50
50
50
50
50
50
50
50
50
50
50
**
.188 .402 ** -.365 **
-.120
.105
.467
1.000
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**
**
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1.000
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1.000
**
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**
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**
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**
0.000
0.000
0.000
0.000
0.000
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.190
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50
50
50
50
50
50
50
50
50
50
50
50
**
.188 .402 ** -.365 **
-.120
.105
.009
.407
.467
50
50
50
.188 .402 ** -.365 **
-.120
.105
.009
.407
.467
50
50
50
.188 .402 ** -.365 **
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.467
1.000
1.000
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**
**
1.000
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**
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1.000 ** 1.000 ** 1.000 **
1.000 ** 1.000 ** 1.000 **

0.000
0.000
0.000
.190
.004
.009
.407
50
50
50
50
50
50
50
50
.188 .402 ** -.365 **
-.120
.105
.467
1 1.000 ** 1.000 **
0.000
0.000
.190
.004
.009
.407
50
50
50
50
50
50
50
50
**
.188 .402 ** -.365 **
-.120
.105
.467
1.000
1.000
**
0.000
.190
.004
.009
.407
50
50
50
50
50
50
50
1.000 ** 1.000 **
.188 .402 ** -.365 **
-.120
.105
.009
.407
.467
50
50
50
.193 -.614 ** -.353 *
.596 **
.402
**
.402
**
-.365 ** -.365 **
.402
.297
.000
.013
.036
50
50
50
50
-.365 ** -.614 ** -.350 *
-.056
-.352 *
.701
.012
50
50
.030
.002
.001
.001
.848
.000
.610
.000
.078
.005
.009
.009
.009
.009
.009
.009
.009
.009
.000
.013
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
.504 ** -.500 ** -.361 ** -.049
-.023
-.288 *
-.218
-.120
-.120
-.120
-.120
-.120
-.120
-.120
-.120
-.353 *
.297 *
-.056
1 -.502 **
.874
.042
.129
.407
.407
.407
.407
.407
.407
.407
.407
.012
.036
.701
.000
-.257
.071
.112 -.365 **
.441
.009
.000
.000
.010
.733
Table (10)
**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).
4.2.
Means
these tables show the comparing means between every item of the independent variables
and the dependent variable through the choices of the survey questions, as it is noticed that
means of strongly agree answer is higher than others so that support the significant relation
between different variables and support the research hypotheses.
The below table (11) support the research hypotheses because of the means and numbers of
Female & Male respondents who choose to buy products after the advertising convinced
them so that support our study that advertising can effect on the consumer behavior and as
a result of that their buying decision making .
buying a product after convincing by ads finding a pleasure while watching a good advertising repeating an
attractive ad * gender
buying a product after

convincing by ads
gender
male
Mean
1.4138
1.4138
29
29
29
Std. Deviation
.41225
.50123
.50123
Mean
1.5714
1.0952
1.0952
N
Total
repeating an
attractive ad
1.2069
N
female
finding a
pleasure while
watching a
good
advertising
21
21
21
Std. Deviation
.50709
.30079
.30079
Mean
1.3600
1.2800
1.2800
N
Std. Deviation
50
50
50
.48487
.45356
.45356
NOTE:
Kindly find the whole tables which support my analysis in the Appendixes
51
Chapter five-5-Conclusion and recommendation
52
5. Chapter five Conclusion and recommendation
5.1. General conclusion
After the researcher finished his study through a quantitative research by implementing
respondents questionnaire for 98 respondents however the respondents who response to the
questionnaire were only 50 respondents which had collected with stratified sampling
technique to ensure the diversity in the results and the questionnaire had implemented in
many crowded places in Suez and the capital of Egypt Cairo and after using the Statistical
Package for Social Science (SPSS) to analyze the data and studying thesis and articles that
relevant to the study he conclude it revealed to the researcher that advertising can effect
positively on the consumer behaviors and their buying decision making and it has a great
effect in changing the consumer opinion toward and advertised product and also keep the
brand name of the products always in the consumers mind and it has the ability to attract the
consumer attention toward s the products and that is obviously explained by the analysis
which the study has reach to it through that study importance of the advertisement has
revealed to us because of the its effective role that it playing in the marketing strategy for any
company, all that has been confirmed by the researcher Hypothesis which has been supported
by the analytical information by the (SPSS) .
5.2. General recommendation
From my perspective and according to the research study analysis which revealed the great
role of advertising in affecting positively on the consumer behavior and their decision making
to buy any products I recommend the companies and the multinational corporations to
increase their funds on advertisement campaigns and never consider that as an ordinary
expenses because it will give them tremendous earnings in return and because of our analysis
results which stated that there are 64% of the respondents can buy a product after the
advertising convinced them ,72% saw that the advertisement are very important , 72% finding
53
pleasure while watching the ads, TV is the most preferable communication tool for 40% of
the respondents ,56% of them said TV advertisement timing can affect differently on
consumers decision making, also 56% of the respondents saw that Using celebrities on TV
advertisement can effect on consumers behavior and their buying decision making, 56% saw
that companies has to use a variety of advertisement because it is the most effective factor to
attract the customers to products, concerning to Radio ads 56% saw that Using good sound
effects in radio advertising motivates customers to buy a product , using Billboard advertising
on crowded roads is playing an important role to inform customer with a product on roads
56% of the respondents stated that, Online shopping may affect the image for a product or
service in the consumers mind 56% also admitted that , 44% of the respondents prefer the
sense of humor advertisement ,the companies should make a variety of advertisement and in
many kind of media whatever (TV , Radio ,Billboard or Online advertisement ) they have to
focus on the TV advertisement because the analysis revealed that most of the respondents
prefer TV advertisement and they can use celebrities in the ads because it attract the consumer
attention also they can depend on the online advertisement ( word of mouse ) because of
technology era which we are live in in this days and the social media are surrounding us at
the all level of our day so the companies should make a strategic plan for its advertising
campaigns and make sure that they make their ads in several kind of media to keep the brand
of their product well recognized and to stick into the consumer mind and to attract him to buy
whenever he decide to buy a product.
54
Bibliography
1- Muhammad Ehsan Malik, Muhammad Mudasar Ghafoor, Hafiz Kashif Iqbal,Qasim

Ali, Hira Hunbal, Muhammad Noman and Bilal Ahmad thesis puplished, Impact of
Brand Image and Advertisement on Consumer Buying Behavior .World Applied
Sciences Journal 23 (1): 117-122, 2013ISSN 1818-4952 IDOSI Publications,
2013DOI: 10.5829/idosi.wasj.2013.23.01.824
2- Dr. D.Prasanna Kumar & K. Venkateswara Raju, the Role of Advertising in Consumer
Decision MakingIOSR Journal of Business and Management (IOSR-JBM)e-ISSN:
2278-487X, p-ISSN: 2319-7668. Volume 14, Issue (Nov. - Dec. 2013), PP 3745www.iosrjournals.org.
3- Johanna Vihonen a Bachelor's thesis 41 pages, appendices 3 pages January 201 The
Effects Of Internet Pages And Online advertising In consumer Behavior, Tampere
University of Applied Sciences ,International Business Marketing
4- Ethel Lee Bachelors Thesis Impacts Of Social Media On Consumer Behavior
Abstract Turku University Of Applied sciences international Business | Bachelor of
Business Administration May 2013| 77 pages
5- Communications of the IBIMA Volume 3, 2008 by Sandra Jaktien, Dalia
Susnien,and Valdas Narbutas, The Psychological Impact of Advertising on the
Customer Behavior
6- Int. J. Mgmt Res. & Bus. Strat. 2013 Naveen Rai, 2013 Impact Of Advertising On
Consumer behavior And Attitude With Reference To Consumer Durables,
7- Principle of marketing 14th edition.
8- Jaktien, S., D. Susnien and V. Narbutas, 2008. TheResearch, 2(10): 1013710144.Psychological Impact of Advertising on the9.Mohammad Doostar, Esmaeil
Malek Akhlagh andCustomer Behavior. Communications of theMaryam Kazemi iman
abadi, 2012. Analysis of theIBIMA, 3: 50-55
55
APPENDICES
Appendix- 1 : The interview questions
As a part of my MBA thesis at Victoria University I am conducting a questionnaire

that investigates the role of advertising in affecting the consumers behavior and
decisions making your answers for the following questions are highly appreciated:
Respondent Personality
Please put a (X) in the box next to the answer of your choice
5- Gender
Male
Female
6- Age
16-21
21-35
36-55
55 and over
7- Marital Status
Married
Married with children
Single
8- Educational Qualifications
Graduate
Post Graduate
Any other
9- Nature of Job
Entrepreneur
Private
Governmental
10- Monthly Income

1000-3000 EGP
3000-6000 EGP
56
6000 EGP
and over
General Questions
11- How many hours do you have as leisure time at the week?
Less than 5 hours/ week
5 10 hours / week
11 16 hours/ week
17 21 hours/ week
More than 21 hours / week
12- Did you buy a product after ads convinced you?
Yes
No
13- Do you feel that product advertisements are important?
Yes
No
14- Do you find a pleasure while watching a good advertising?
Yes
No
15- Does offbeat advertisement attract you?
Yes
No
16- What kind of advertisement media do you prefer the most?
Television
Radio
57
billboard
online
Hypothesis Questions
Strongly
Agree
Research Hypothesis
Agree
Neutral
Disagree
Strongly
Disagree
13- Using celebrities on TV advertisement can effect on

consumers behavior and their buying decision making.
14- TV advertisement timing can affect differently on

consumers decision making
15- the variety of advertisement is the most effective facto to

attract the customers to products
16- Using good sound effects in radio advertising motivates

customers to buy a product.
17- to concentrate on rush hours radio advertisement will

attract more listeners to the products
18- using Billboard advertising on crowded roads is playing an

important role to inform customer with a product on roads
19- to attract more customers to billboard ads we have to make

it with bright colors
20- Online shopping may affect your image for a product or

service
21-POP advertising is considered as an important tool of online

advertisement.
22- Sometimes using celebrities in TV ads is considered as an exaggerator issue?
Yes
NO
23-how many times did you purchase products after watching celebritys ads?
58
Once
twice
three times
more
24-do you think that TV ads repeating are stimulate the customer to purchase the
products?
Yes
NO
25- In your opinion what is the perfect duration time for TV ads to memorize a product
brand?
1minuts
2minuts
3minuts
more
other
26- What kind of TV ads do you like ?
Humor
Fear
Animation
27- Do you prefer in Radio ads sound to be ?
Male
Female
Both
28-what is your attractive billboard ads color?
Blue
Red
Brown
Other
29- Poisoning of on line ads sometimes distracting the internet visitors
Agree
Disagree
30- How many times online ads persuaded you to purchase product?
Once
twice
three times
more
Thanks & Appreciate Your Co-operation
59
Appendix -2 : Analysis Bar charts
60
61
62
63
Appendix-3 : Correlation Table :

monthl
leisur
y
income
buying a
TV ads
the
the most
Radi
e time product
repeatin
perfect
preferabl o ads
hours
after
g is
duration
e kind of
soun
per
convincin
stimulat
time for
TV ads
week
g by ads
e the
TV ads
custome
to
r to
memoriz
purchas
ea
e the
product
product
brand
monthly
Pearson
income
Correlatio
.741**
.299*
-.555**
.365**
.483**
.137
.000
.035
.000
.009
.000
.341
n
Sig. (2tailed)
N
50
50
50
50
50
50
50
leisure time
Pearson
.741**
.259
-.373**
.149
.270
.101
hours per
Correlatio
week
n
.069
.008
.300
.058
.485
Sig. (2-
.000
tailed)
N
50
50
50
50
50
50
50
buying a
Pearson
.299*
.259
-.678**
.430**
.446**
.089
product
Correlatio
after
convincing
Sig. (2-
.035
.069
.000
.002
.001
.539
by ads
tailed)
64
50
50
50
50
50
50
50
TV ads
Pearson
-.555**
-.678**
-.453**
-.486**
-.105
repeating is
Correlatio
.001
.000
.468
.373**
stimulate the n
customer to
Sig. (2-
.000
.008
.000
purchase the tailed)

products
50
50
50
50
50
50
50
the perfect
Pearson
.365**
.149
.430**
-.453**
.156
-.105
duration
Correlatio
time for TV
ads to
Sig. (2-
.009
.300
.002
.001
.280
.470
memorize a
tailed)
product
50
50
50
50
50
50
50
the most
Pearson
.483**
.270
.446**
-.486**
.156
.120
preferable
Correlatio
kind of TV
ads
Sig. (2-
.000
.058
.001
.000
.280
.407
50
50
50
50
50
50
50
Radio ads
Pearson
.137
.101
.089
-.105
-.105
.120
sound
Correlatio
.341
.485
.539
.468
.470
.407
50
50
50
50
50
50
50
attractive
Pearson
.491**
.384**
.032
-.161
-.025
.685**
.049
billboard
Correlatio
ads color
n
.000
.006
.825
.263
.861
.000
.734
50
50
50
50
50
50
50
Poisoning of
Pearson
-.198
-.315*
.178
-.107
-.242
.373**
.048
online ads
Correlatio
brand
tailed)
n
Sig. (2-
tailed)
Sig. (2tailed)
65
sometimes
distracting
Sig. (2-
the internet
tailed)
visitors
.167
.026
.217
.460
.090
.008
.742
50
50
50
50
50
50
50
times online
Pearson
.653**
.600**
.524**
-.537**
.420**
.404**
.075
ads
Correlatio
persuaded
you to
Sig. (2-
.000
.000
.000
.000
.002
.004
.606
purchase
tailed)
product
50
50
50
50
50
50
50
Using
Pearson
.386**
.314*
.011
-.198
-.247
.602**
.213
celebrities
Correlatio
on TV
advertiseme
Sig. (2-
.006
.026
.939
.169
.084
.000
.138
nt can affect
tailed)
on
50
50
50
50
50
50
50
TV
Pearson
.386**
.314*
.011
-.198
-.247
.602**
.213
advertiseme
Correlatio
nt timing
can affect
Sig. (2-
.006
.026
.939
.169
.084
.000
.138
differently
tailed)
on
50
50
50
50
50
50
50
the variety
Pearson
.386**
.314*
.011
-.198
-.247
.602**
.213
of
Correlatio
advertiseme
consumers
behavior
and their
buying
decision
making.
consumers
decision
making
66
nt is the
Sig. (2-
.006
.026
.939
.169
.084
.000
.138
most
tailed)
effective
50
50
50
50
50
50
50
Pearson
.386**
.314*
.011
-.198
-.247
.602**
.213
.006
.026
.939
.169
.084
.000
.138
facto to
attract the
customers to
products
Using good
sound effects Correlatio

in radio
advertising
Sig. (2-
motivates
tailed)
customers to
50
50
50
50
50
50
50
to
Pearson
.386**
.314*
.011
-.198
-.247
.602**
.213
concentrate
Correlatio
on rush
hours radio
Sig. (2-
.006
.026
.939
.169
.084
.000
.138
advertiseme
tailed)
nt will
50
50
50
50
50
50
50
using
Pearson
.386**
.314*
.011
-.198
-.247
.602**
.213
Billboard
Correlatio
advertising
on crowded
Sig. (2-
.006
.026
.939
.169
.084
.000
.138
roads is
tailed)
playing an
50
50
50
50
50
50
50
buy a
product.
attract more
listeners to
the products
important
role to
inform
customer
67
with a
product on
roads
.386**
.314*
.011
-.198
-.247
.602**
.213
.006
.026
.939
.169
.084
.000
.138
50
50
50
50
50
50
50
POP
Pearson
.386**
.314*
.011
-.198
-.247
.602**
.213
advertising
Correlatio
.006
.026
.939
.169
.084
.000
.138
Online
Pearson
shopping
Correlatio
may affect
your image
Sig. (2-
for a
tailed)
product or
service
is considered n
as an
Sig. (2-
important
tailed)
tool of
50
50
50
50
50
50
50
sometimes
Pearson
.312*
.226
.497**
-.623**
.308*
.569**
.134
using
Correlatio
celebrities in
TV ads is
Sig. (2-
.027
.114
.000
.000
.029
.000
.355
considered
tailed)
as an
50
50
50
50
50
50
50
times of
Pearson
.500**
.521**
.074
-.285*
-.301*
.290*
.173
purchasing
Correlatio
after
watching
Sig. (2-
.000
.000
.611
.045
.034
.041
.230
celebritys
tailed)
ads
50
50
50
50
50
50
50
online
advertiseme
nt do you
agree.
exaggerator
issue
68
finding a
Pearson
pleasure
Correlatio
while
watching a
Sig. (2-
good
tailed)
advertising
marital
Pearson
status
Correlatio
-.307*
-.468**
.463**
-.028
-.631**
.074
.001
.848
.000
.610
50
50
50
.421**
.030
.002
.001
50
50
50
-.257
.112
-.365
.071
.441
50
Pearson
**
**
50
**
**
.504
-.500
-.361
-.049
.009
.000
.000
.010
.733
50
50
50
50
50
50
.109
.044
.529**
-.460**
.336*
.266
.072
.450
.763
.000
.001
.017
.062
.620
50
50
50
50
50
50
50
n
Sig. (2tailed)
age
Correlatio
n
Sig. (2tailed)
N
Appendix-4
attractive ad * gender
gender
male

convincing by ads
Mean
1.2069
N
female
1.4138
repeating an
attractive ad
1.4138
29
29
29
Std. Deviation
.41225
.50123
.50123
Mean
1.5714
1.0952
1.0952
21
21
21
Std. Deviation
.50709
.30079
.30079
Mean
1.3600
1.2800
1.2800
N
Total
finding a
pleasure while
watching a
good
advertising
N
Std. Deviation
69
50
50
50
.48487
.45356
.45356
attractive ad * age
age
16-21

convincing by ads
Mean
1.1875
N
21-35
16
16
16
.50000
.50000
Mean
1.0000
1.5455
1.5455
11
11
11
0.00000
.52223
.52223
1.5000
1.1667
1.1667
Mean
N
12
12
12
Std. Deviation
.52223
.38925
.38925
Mean
1.8182
1.0000
1.0000
N
Total
1.3750
.40311
Std. Deviation
55 and over
1.3750
repeating an
attractive ad
Std. Deviation
N
36-55
finding a
pleasure while
watching a
good
advertising
11
11
11
Std. Deviation
.40452
0.00000
0.00000
Mean
1.3600
1.2800
1.2800
50
50
50
.48487
.45356
.45356
N
Std. Deviation
attractive ad * marital status
marital status
married

convincing by ads
Mean
1.5625
N
married with children
1.2500
16
16
16
.51235
.44721
.44721
Mean
1.3889
1.3889
1.3889
18
18
18
Std. Deviation
.50163
.50163
.50163
Mean
1.1250
1.1875
1.1875
16
16
16
N
Total
1.2500
repeating an
attractive ad
Std. Deviation
N
single
finding a
pleasure while
watching a
good
advertising
Std. Deviation
.34157
.40311
.40311
Mean
1.3600
1.2800
1.2800
N
Std. Deviation
70
50
50
50
.48487
.45356
.45356
attractive ad * leisure time hours per week
leisure time hours per week

less than 5 hours
Mean

convincing by ads
1.0667
N
5-10 hours
15
15
15
.50709
.50709
Mean
1.2857
1.5714
1.5714
14
14
14
Std. Deviation
.46881
.51355
.51355
Mean
1.8889
1.0000
1.0000
Std. Deviation
.33333
0.00000
0.00000
Mean
1.8333
1.0000
1.0000
N
more than 21 hours
Std. Deviation
.40825
0.00000
0.00000
Mean
1.0000
1.0000
1.0000
0.00000
0.00000
0.00000
1.3600
1.2800
1.2800
N
Std. Deviation
Total
1.4000
.25820
N
17-21 hours
1.4000
repeating an
attractive ad
Std. Deviation
N
11-16 hours
finding a
pleasure while
watching a
good
advertising
Mean
N
Std. Deviation
50
50
50
.48487
.45356
.45356
attractive ad * product advertisements are important
product advertisements are important

yes
Mean

convincing by ads
1.5000
N
no
1.0000
repeating an
attractive ad
1.0000
36
36
36
Std. Deviation
.50709
0.00000
0.00000
Mean
1.0000
2.0000
2.0000
14
14
14
0.00000
0.00000
0.00000
1.3600
1.2800
1.2800
50
50
50
.48487
.45356
.45356
N
Std. Deviation
Total
finding a
pleasure while
watching a
good
advertising
Mean
N
Std. Deviation
71
attractive ad * the most preferable kind of ads media
the most preferable kind of ads media

TV
Mean

convincing by ads
1.2500
N
radio
20
20
20
.51042
.51042
Mean
1.5294
1.2941
1.2941
17
17
17
Std. Deviation
.51450
.46967
.46967
Mean
1.0000
1.0000
1.0000
Std. Deviation
Mean
N
Total
1.4500
.44426
N
online
1.4500
repeating an
attractive ad
Std. Deviation
N
billboard
finding a
pleasure while
watching a
good
advertising
0.00000
0.00000
0.00000
1.4444
1.0000
1.0000
Std. Deviation
.52705
0.00000
0.00000
Mean
1.3600
1.2800
1.2800
50
50
50
.48487
.45356
.45356
N
Std. Deviation
attractive ad * Using celebrities on TV advertisement can affect on consumers behavior and their buying
decision making.
Using celebrities on TV advertisement can affect on

consumers behavior and their buying decision making.
strongly agree
Mean

convincing by ads
1.0000
.50000
.50000
1.4286
1.4643
1.4643
28
28
28
Std. Deviation
.50395
.50787
.50787
Mean
1.4444
1.0000
1.0000
Mean
N
disagree
Std. Deviation
.52705
0.00000
0.00000
Mean
1.0000
1.0000
1.0000
0.00000
0.00000
0.00000
1.5000
1.0000
1.0000
Std. Deviation
.57735
0.00000
0.00000
Mean
1.3600
1.2800
1.2800
50
50
50
.48487
.45356
.45356
Std. Deviation
strongly disagree
Mean
N
Total
1.2500
N
neutral
1.2500
repeating an
attractive ad
0.00000
Std. Deviation
agree
finding a
pleasure while
watching a
good
advertising
N
Std. Deviation
72
attractive ad * TV advertisement timing can affect differently on consumers decision making
TV advertisement timing can affect differently on

consumers decision making
strongly agree
Mean

convincing by ads
1.0000
.50000
.50000
1.4286
1.4643
1.4643
28
28
28
Std. Deviation
.50395
.50787
.50787
Mean
1.4444
1.0000
1.0000
Mean
N
disagree
Std. Deviation
.52705
0.00000
0.00000
Mean
1.0000
1.0000
1.0000
0.00000
0.00000
0.00000
1.5000
1.0000
1.0000
Std. Deviation
.57735
0.00000
0.00000
Mean
1.3600
1.2800
1.2800
Std. Deviation
strongly disagree
Mean
N
Total
1.2500
N
neutral
1.2500
repeating an
attractive ad
0.00000
Std. Deviation
agree
finding a
pleasure while
watching a
good
advertising
N
Std. Deviation
73
50
50
50
.48487
.45356
.45356
attractive ad * Using good sound effects in radio advertising motivates customers to buy a product.
Using good sound effects in radio advertising motivates

customers to buy a product.
strongly agree
Mean

convincing by ads
1.0000
.50000
.50000
1.4286
1.4643
1.4643
28
28
28
Std. Deviation
.50395
.50787
.50787
Mean
1.4444
1.0000
1.0000
Mean
N
disagree
Std. Deviation
.52705
0.00000
0.00000
Mean
1.0000
1.0000
1.0000
0.00000
0.00000
0.00000
1.5000
1.0000
1.0000
Std. Deviation
.57735
0.00000
0.00000
Mean
1.3600
1.2800
1.2800
Std. Deviation
strongly disagree
Mean
N
Total
1.2500
N
neutral
1.2500
repeating an
attractive ad
0.00000
Std. Deviation
agree
finding a
pleasure while
watching a
good
advertising
N
Std. Deviation
74
50
50
50
.48487
.45356
.45356
attractive ad * using Billboard advertising on crowded roads is playing an important role to inform customer
with a product on roads
using Billboard advertising on crowded roads is playing

an important role to inform customer with a product on
roads
strongly agree

convincing by ads
Mean
1.0000
.50000
.50000
1.4286
1.4643
1.4643
28
28
28
Std. Deviation
.50395
.50787
.50787
Mean
1.4444
1.0000
1.0000
Mean
N
disagree
Std. Deviation
.52705
0.00000
0.00000
Mean
1.0000
1.0000
1.0000
0.00000
0.00000
0.00000
1.5000
1.0000
1.0000
Std. Deviation
.57735
0.00000
0.00000
Mean
1.3600
1.2800
1.2800
50
50
50
.48487
.45356
.45356
Std. Deviation
strongly disagree
Mean
N
Total
1.2500
N
neutral
1.2500
repeating an
attractive ad
0.00000
Std. Deviation
agree
finding a
pleasure while
watching a
good
advertising
N
Std. Deviation
attractive ad * Online shopping may affect your image for a product or service
Online shopping may affect your image for a product or

service
strongly agree
Mean

convincing by ads
N
Std. Deviation
agree
Mean
N
neutral
1.2500
1.2500
0.00000
.50000
.50000
1.4286
1.4643
1.4643
28
28
28
.50787
.50787
Mean
1.4444
1.0000
1.0000
Std. Deviation
.52705
0.00000
0.00000
Mean
1.0000
1.0000
1.0000
0.00000
0.00000
0.00000
1.5000
1.0000
1.0000
Std. Deviation
Mean
N
Std. Deviation
Total
1.0000
.50395
N
strongly disagree
repeating an
attractive ad
Std. Deviation
N
disagree
finding a
pleasure while
watching a
good
advertising
Mean
N
Std. Deviation
75
.57735
0.00000
0.00000
1.3600
1.2800
1.2800
50
50
50
.48487
.45356
.45356
attractive ad * POP advertising is considered as an important tool of online advertisement do you agree.
POP advertising is considered as an important tool of

online advertisement do you agree.
strongly agree
Mean

convincing by ads
1.0000
.50000
.50000
1.4286
1.4643
1.4643
28
28
28
Std. Deviation
.50395
.50787
.50787
Mean
1.4444
1.0000
1.0000
Mean
N
disagree
Std. Deviation
.52705
0.00000
0.00000
Mean
1.0000
1.0000
1.0000
0.00000
0.00000
0.00000
1.5000
1.0000
1.0000
Std. Deviation
.57735
0.00000
0.00000
Mean
1.3600
1.2800
1.2800
50
50
50
.48487
.45356
.45356
Std. Deviation
strongly disagree
Mean
N
Total
1.2500
N
neutral
1.2500
repeating an
attractive ad
0.00000
Std. Deviation
agree
finding a
pleasure while
watching a
good
advertising
N
Std. Deviation
attractive ad * times of purchasing after watching celebritys ads
times of purchasing after watching celebritys ads

once
Mean

convincing by ads
1.4667
1.4667
15
15
15
Std. Deviation
.50709
.51640
.51640
Mean
1.2400
1.2800
1.2800
N
three times
25
25
25
Std. Deviation
.43589
.45826
.45826
Mean
2.0000
1.0000
1.0000
0.00000
0.00000
0.00000
1.3333
1.0000
1.0000
Std. Deviation
.51640
0.00000
0.00000
Mean
1.3600
1.2800
1.2800
N
Std. Deviation
more
Mean
N
Total
repeating an
attractive ad
1.4000
N
twice
finding a
pleasure while
watching a
good
advertising
N
Std. Deviation
76
50
50
50
.48487
.45356
.45356
attractive ad * the perfect duration time for TV ads to memorize a product brand
the perfect duration time for TV ads to memorize a

product brand
1 min
Mean

convincing by ads
1.1765
N
2 min
34
34
34
.47486
.47486
Mean
1.7500
1.1250
1.1250
Std. Deviation
.46291
.35355
.35355
Mean
2.0000
1.0000
1.0000
0.00000
0.00000
0.00000
1.3333
1.6667
1.6667
Std. Deviation
Mean
N
Total
1.3235
.38695
N
more
1.3235
repeating an
attractive ad
Std. Deviation
N
3 min
finding a
pleasure while
watching a
good
advertising
Std. Deviation
.57735
.57735
.57735
Mean
1.3600
1.2800
1.2800
50
50
50
.48487
.45356
.45356
N
Std. Deviation
attractive ad * the most preferable kind of TV ads
the most preferable kind of TV ads

humor
Mean

convincing by ads
1.1364
N
fear
22
22
22
.49237
.49237
Mean
1.0000
1.0000
1.0000
0.00000
0.00000
0.00000
1.8125
1.0000
1.0000
Mean
N
16
16
16
Std. Deviation
.40311
0.00000
0.00000
Mean
1.3333
1.0000
1.0000
N
Total
1.6364
.35125
Std. Deviation
other
1.6364
repeating an
attractive ad
Std. Deviation
N
animation
finding a
pleasure while
watching a
good
advertising
Std. Deviation
.51640
0.00000
0.00000
Mean
1.3600
1.2800
1.2800
50
50
50
.48487
.45356
.45356
N
Std. Deviation
77
attractive ad * Radio ads sound
Radio ads sound

male

convincing by ads
Mean
1.0000
.51755
.51755
1.4865
1.1081
1.1081
37
37
37
Std. Deviation
.50671
.31480
.31480
Mean
1.0000
2.0000
2.0000
Mean
N
Std. Deviation
Total
1.6250
N
both
1.6250
repeating an
attractive ad
0.00000
Std. Deviation
female
finding a
pleasure while
watching a
good
advertising
Mean
N
Std. Deviation
0.00000
0.00000
0.00000
1.3600
1.2800
1.2800
50
50
50
.48487
.45356
.45356
attractive ad * attractive billboard ads color
attractive billboard ads color

blue
Mean

convincing by ads
1.1579
N
red
19
19
19
.50726
.50726
Mean
1.7143
1.2143
1.2143
14
14
14
Std. Deviation
.46881
.42582
.42582
Mean
1.4444
1.0000
1.0000
Std. Deviation
.52705
0.00000
0.00000
Mean
1.1250
1.0000
1.0000
N
Total
1.5789
.37463
N
other
1.5789
repeating an
attractive ad
Std. Deviation
N
brown
finding a
pleasure while
watching a
good
advertising
Std. Deviation
.35355
0.00000
0.00000
Mean
1.3600
1.2800
1.2800
50
50
50
.48487
.45356
.45356
N
Std. Deviation
78
attractive ad * Poisoning of online ads sometimes distracting the internet visitors
Poisoning of online ads sometimes distracting the

internet visitors
agree
Mean

convincing by ads
1.3256
N
disagree
1.3256
repeating an
attractive ad
1.3256
43
43
43
Std. Deviation
.47414
.47414
.47414
Mean
1.5714
1.0000
1.0000
Std. Deviation
.53452
0.00000
0.00000
Mean
1.3600
1.2800
1.2800
50
50
50
.48487
.45356
.45356
N
Total
finding a
pleasure while
watching a
good
advertising
N
Std. Deviation
attractive ad * times online ads persuaded you to purchase product
times online ads persuaded you to purchase product

once
Mean

convincing by ads
1.4242
1.4242
33
33
33
Std. Deviation
.43519
.50189
.50189
Mean
1.1250
1.0000
1.0000
N
three times
Std. Deviation
.35355
0.00000
0.00000
Mean
2.0000
1.0000
1.0000
0.00000
0.00000
0.00000
2.0000
1.0000
1.0000
0.00000
0.00000
0.00000
1.3600
1.2800
1.2800
N
Std. Deviation
more
Mean
N
Std. Deviation
Total
repeating an
attractive ad
1.2424
N
twice
finding a
pleasure while
watching a
good
advertising
Mean
N
Std. Deviation
79
50
50
50
.48487
.45356
.45356

Thesis M.adel-2

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Thesis M.adel-2

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The Role of Advertising in Affecting Consumers Behavior and Buying

Supervisor: Dr. Raffat Youssef

A Thesis Presented in Partial Fulfillment of the Requirements for

This dissertation is dedicated to my Family, for whom none of my accomplishments in my

Purpose of the study :

CHAPTER ONE 1 Introduction .................................................................................... 10:19

Purpose of the study ...................................................................................................... 19

Research problem .......................................................................................................... 19

Research objectives: ...................................................................................................... 19

Importance of the study ................................................................................................ 20

Structure of the study ................................................................................................... 20

Chapter -1- Introduction .......................................................................................... 20

Chapter -2-Literature review ................................................................................... 20

Chapter -3- Methodology .......................................................................................... 21

Chapter-4- Research findings and data analysis: ................................................... 22

Chapter-5-Conclusion and recommendations: ....................................................... 22

Industry overview .......................................................................................................... 22

Chapter two-2- Literature review: .................................................................................... 23:30

Chapter three Research methodology ................................................................................. 31

Research Hypothesis ..................................................................................................... 32

Research design ............................................................................................................. 32

Purpose of the study .................................................................................................. 32

Type of investigation ................................................................................................. 32

Extent of researcher interference ............................................................................. 34

Study setting ............................................................................................................... 34

Unit of analysis ........................................................................................................... 34

Time horizon .............................................................................................................. 34

Primary data .............................................................................................................. 35

Data collection method.................................................................................................. 35

Sampling process ........................................................................................................... 36

Chapter four-4-Research findings and data analysis............................................................ 37

Quantitative analysis ..................................................................................................... 38

4.1.2. Analyzing questionnaire general questions................................................................. 40

Hypothesis testing ...................................................................................................... 40

5. Chapter five Conclusion and recommendation .................................................................. 49

General conclusion ........................................................................................................ 50

General recommendation ............................................................................................. 51

Table 1: The definitions of Advertisment .

Table 2: Advertisement Purposes

Table 3: advantages and limitations of Media

Table 4:Hypothesis Question analysis : affect of using celebirities in ads Page 40

Table 6: Hypothesis analysis :variety ads can affect on consumer behavior

Table 8: Hypothesis Question analysis :using attractive color in billboard ads

Table 10:correlations Table

Figure 3: Hypothesis Bar chart

Figure 4: Hypothesis Bar chart

Figure 5: Hypothesis Bar chart

Figure 6: Hypothesis Bar chart

Figure 7: Hypothesis Bar chart

Figure 8: Hypothesis Bar chart

CHAPTER ONE 1 Introduction

Advertising Background Information:

1978 Krugman &

Advertising is paid delegation of communication of messages by an

Advertising is a medium between the advertiser and the consumer, in

Advertising is a communicative and persuasive activity paid for by the

1998 Yang Zhi

1. Advertising is an activity of information exchange to promote

1. There is a specific advertiser. 2. It is paid communication. 3. It is

Advertising is planned extensive publicity for a commercial product or

2004 Liu Jianshun Advertising is a methodical, organized, impersonal communicative and

Advertising is communication of information about an organization

Advertising is impersonal communication paid for by specific

Collection from web articles as an efforts from the researcher