Quantitative Research Methods

Impact of outdoor advertisement on users buying behavior

A case in Karachi

Submitted by
Muhammad Zakaria
Maha Rafique
Submitted to

Sir Kashif Qadri

Contents
Abstract ........................................................................................................................................... 4
Acknowledgement .......................................................................................................................... 5
Introduction ..................................................................................................................................... 6
Background of the study ................................................................................................................. 8
Problem Statement .......................................................................................................................... 9
Research questions ...................................................................................................................... 9
Research goals ............................................................................................................................. 9
Limitation .................................................................................................................................... 9
Scope of the study ......................................................................................................................... 10
Literature review ........................................................................................................................... 10
Awan and Arif (2015) stretch that the utilization of big name underwriting in media ad pull in
the clients. Awan and Hassan (2015) say that SMS showcasing is another instrument of
presenting items and administrations and drawing in new clients. Awan and Shahid directed
review on green advertising techniques to pull in instructed clients and presume that these
systems have demonstrated fruitful. Awan and Nawaz (2015) did examine on developing fast
food industry in Pakistan and make inference that media advertisements assume a key part in
drawing in new furthermore, quality sustenance things. They said that it the media which are
affecting the purchasers to spare time and purchase quick sustenance as opposed to
squandering time in cooking. Wan and Nayyar Abbas (2015) underscore that statistic drive
purchasing conduct can be produced by utilizing diverse devices of media ............................ 10
Advertisement ........................................................................................................................... 10
Outdoor advertisement .............................................................................................................. 11
Brand ......................................................................................................................................... 12
Consumer perception................................................................................................................. 12
User buying behavior ................................................................................................................ 12
Research Methodology ................................................................................................................. 13
Conceptual Framework ................................................................................................................. 13
Variables.................................................................................................................................... 13
Research Model ......................................................................................................................... 13
Hypothesis: ................................................................................................................................ 14
H0: There is a relationship between an outdoor advertisement and users buying behavior ..... 14
H0: An outdoor advertisement effects on consumer’s perception ............................................ 14
H0: An outdoor advertisement is effective on brand promotion and definite purchases .......... 14
Survey research methods ........................................................................................................... 14

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Respondents .................................................................................................................................. 14
Sampling.................................................................................................................................... 14
Sampling technique ................................................................................................................... 14
Research tools ........................................................................................................................... 14
Techniques of data analysis....................................................................................................... 14
Results and Findings ..................................................................................................................... 15
Reliability test ............................................................................................................................... 25
Correlation .................................................................................................................................... 30
Regression ..................................................................................................................................... 31
Discussion ..................................................................................................................................... 32
Conclusion .................................................................................................................................... 33
Recommendations ..........................................................................Error! Bookmark not defined.
References ..................................................................................................................................... 35

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Abstract
Advertisement is generally use for creating awareness and promoting products. It is controversial
to measure how much advertisement attracts the customers. The objective of this paper is to find
out how much advertisement brings effect on the consumer’s buying behavior. By using 5 point
Likert scale with cross sectional data, 250 questionnaires were distributed Karachi Sindh, as a
sample, and received 120 complete questionnaires from respondents after field survey. With the
help of Kirkpatrick model that contain one dependent and five independent variables, a
conceptual framework was developed. Data was analyzed by using different statistical
techniques such as descriptive statistic, Correlation analysis, and regression analysis. Results of
our study are robust because the evidence shows that advertisements have significant impact on
consumers’ buying behavior and their choices. This research will help companies to know not
only about today‘s consumer mindset that what they actually want to see in advertisement but
also which advertising medium is better for the promotion of their product.

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Acknowledgement

First and foremost, I thank the Lord Almighty for his perpetual showers of blessings, which led
to the successful completion of my project take this opportunity to express my deep sense of
gratitude to all those who have helped me throughout this organizational study. It gives me
immense pleasure to acknowledge all those who have rendered encouragement and support for
the successful completion of this work I would like to convey my sincere thanks for giving me
proper directions and suggestions and make use of this opportunity to express my heartfelt
gratitude to
Sir Kashif Qadri,
(Quantitative Research Methods course instructor) For providing me all the facilities for making
this project a successful one. I express my deep sense of gratitude to the faculty member of
Muhammad Ali Jinnah University for encouraging and inspiring me for developing the project.
Our project work involved many people at different stages. We would like to thank all those who
have directly or indirectly contributed to the success of our project.

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 Impact of outdoor advertisement on users buying behavior
A case in Karachi

Introduction
It is the common fact that advertisement plays a very significant role in the awareness of product
and brands also it is useful for achieving the particular goals and strategies of an organization
especially in the market activities. The considerable development in the market field is to use the
outdoor advertisement (billboards, digital screens, posters, floor advertisement, and, wall
painting) as a promotional approach, which expands the purchasing decision of the users.

Advertising has three main objectives; distinguishing, reminding informing, and convincing. By
the advertising, purchasers are updated bye the availability, description as well as the nature of
the product, it also helps buyer to select the most applicable product for her/himself among the
different variety in the market. And when an existing item of product enhanced in any way it has
to be connect to potential purchaser. Advertising persuade the customer to buy product at least
once in their lives, most of the buyers depend on the advertisement as compare to the different
sources such as the friends and family judgments towards product that’s why advertisers mostly
spend a huge amount on outdoor advertisement and their promotional strategies for attraction
seeking of the consumers and buyers.

The first step in effective outdoor advertising is attaining consumer attraction (Young, 1984).
That is outdoor advertising is a media which should be concentrated on being identified by users;
therefore, an important thing is to be identified. Outdoor advertisement used for the different
purposes such as for the awareness of new launch products, for the promotion of the existing
product, for the rival competitors, for increasing the sale of items.

All kind of advertisement strategies have some pros and cons in which some benefits can be
compiled as follows:(Jefkins, 1984, p.213; Book and Schick, 1998, p.201; Prengerdast, 2001,
p.476)
 It has extensive variety of sizes and in this manner it has greatly effect on buyer’s
observation.
 Barring their nature of charm, authentication and interest, outdoor advertisement are striking
because of utilization of bright and enlightened billboards.

 It can be utilized over the long run and in different season and climate conditions as per
creating innovation, it additionally remains same at the same spot for a considerable length of
time and reminds the current and potential buyers of products and services.

Outdoor advertisement also have some cons which can be compiled as follows:(Jefkins, 1984,
p.214):

 It compels the chance to give detail message since it utilizes substantial text style sizes to be
noticeable and visible by the moving individuals and people who travelling in automobile.
Deficient or unseemly lighting are also causes promoting content to be ambiguous.

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 Incomplete and improper brightness also cause the text style and font to be difficult for read.

Advertisement is the viable way to persuade the audiences mind and provide audience
introduction regarding a specific product and service (Katke, 2007). Advertising is a part of
promotional strategy to create the awareness among the target population, like different parts of
the world in Pakistan as well, it has turned into a tool for companies to change buyer’s
perception and their attitude towards buying, and current days advertising have ended up one of
the critical business activity in competing environment.

Every company have its own sources and strategies to launch, advertise, and promote the
products and services, they use various mediums for the awareness and attention seeking of the
customers. Few companies’ use only social media as a medium, some companies attract
customer through Television ads, and some are use other sources but outdoor advertisement is
the most effective medium for the sake of convert the buyer’s point of view.

In this period of innovation, everybody is growing up in the society embedded in mass media
like television, internet, radio, videos, magazines, daily papers, and different medium. People are
busy in number of activities at a same time they did not have room schedule to upgrade
themselves day by day so, it is getting troublesome for sponsor to attract the people towards
advertisement so in these situation advertiser select the outdoor advertisement special billboards
and digitals screen as a tool for seeking attention and effectively transfere the message to the
customers (Balkafl, Akbulut and Kartopu, 2005).

Without investing money, no organization can develop in the market unless they financed for
their promotional strategies Hussainy, et al. 2008). Companies want that customer buy their
products after the reach of advertisement and for this, advertiser often make their advertisement
campaign for achieving their end goals and much more successful and beneficial, sponsors are
attempting to evaluate different components which may impact buyers purchasing power.

As indicated by Lopez and Bassell, outdoor advertisement will proceed to develop and expand
throughout the following decades, not simply because of its cost - viability, additionally in light
of the fact that it seems to be the main unavoidable domain from which to reach dynamically
tricky usersand an ideal anchor of coordinated showcasing correspondence Donthu, Naveen,
Joseph Cheriav, and Mukesh Bhargava. (1993).Products such as interesting, enjoyment, good
packaged, and media now give a valuable part of outdoor advertising incomes.Oluç, Mehmet,
(1990), “ReklamınÖnemiveSorunları”,PazarlamaDünyasıDergisi, Yıl: 4, Sayı: 21 Mayıs -
Haziranpp: 3–12.

Shimizu (2002) presents that outdoor advertising is an affects buyers in light of the fact that the
span of the outdoor advertising is extensive and bright contrasted with other media. Taylor,
Franke, and Blast (2006) noticed that benefits of utilizing outdoor advertising incorporates high
recurrence of introduction to general suburbanites. As expressed above, analyst have
recommended that outdoor advertising is a media which has preference of "acknowledgment", to
attract buyers' interests and prompts to limited memory.

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Background of the study
Advertising is this era, a most common communication types. The early use of printed posters
for outdoor advertising was in 1835 for a circus occasion in New York. Circus is the most
famous kind of entertainment amid those days and it is turned into the successful use of outside
advertisement. In 1867, billboards and posters become extensively feasible, Civelek, Nihan.
(2003),Sayı: 101, Haziranss: 45-47.

In the early twentieth century, the first of the large scale use of outdoor advertising billboards
used to advertise the Ford Model T. In 1919,the first use of the outdoor advertising walls cape
used by Japanese confection manufacturers to advertise its products. This development was
followed in 1925 when the principal outside signs showed up on American expressways. After
six years, saw the primary across the country outdoor advertising promoting effort with Wall
drug Company setting up an ad billboards everywhere throughout the mainland United States.
By 1960, the first mobile billboard was found in Osaka, Japan.
At the turn of the 21st century, billboards heritage offered approach plastic billboard and then to
electronic and automated (computerized) billboard as the essential device for an outdoor
advertisement.
Outdoor advertisement from buyer’s perception is viewed as a conduct that helps users to pick
the suitable and reasonable commodity for themselves among the variety of offers available so as
the best to meet their necessities.
In current era, outdoor advertisement is of extraordinary significance. It is the pith of any
brand product/service. Outdoor advertisement can lead it to the representation of
accomplishment or to the reducing layers of its presence. Outdoor advertising when done
appropriately is an excellent approach for attention in a large size of the targeted group in
one shot. Just those product/services or brands get to be famous who put a fearless show
of their products and services, brands convince users for buying and consuming their
product through the high scale of advertisement.

Authors and analysts evaluate and encountered that outdoor ad have one of a kind
attributes (e.g., Kelley Sissors and Baron 2002 and Jugenheimer 2004;; Taylor 1997;
Bergh and Katz 1999; Woodside 1990 Vanden). Through outdoor (computerized and
billboard) advertisement, advertiser can convince the customer towards their products
and services at particular area. Advertisers consider advertising as the most ideal
approach to convey message to buyers and influence them towards their products, benefit
on some other thought. It is famous for its more extensive presentation and considered as
long lasting tool to set position on users mind regarding any idea or product.

The entire attempts make an outdoor advertisement are focused on the sole point of making it so
powerful and convincing actually in order to serve the aim of meeting the buyer’s mind in a
positive way.

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Problem Statement
It has recognized that outdoor advertisement has important role in expending a brand or product
image in the mind of users which finally convince their purchasing behavior and traders greatly
highlight on these strategies to obtain.
Advertisement through different mediums like billboards, posters, floor advertisement, and
digital screens, newspapers, and magazines effects to the buyer decisions but television is the
most effective and strongest medium to influence the purchasing power of the customers.

Research questions
 Does the outdoor advertisement positively effect on the perception and attitude of the
customers?
 What is the influence of outdoor advertisement on users buying behavior?
 Does outdoor advertisement affects brand promotion and definite purchases?

Research goals
The purpose of the study is to check the outdoor effectiveness on target population (Users) who
are living in Karachi, also determine the impact on users buying behavior.
Additionally, some other objectives are as follows:

 The objective is to know about the consumer’s perception and attitude towards out-door
advertisement.

 To check the relationship between the outdoor advertisement and user's purchase opinions.

 To study the factors of outdoor advertisement on the consumption pattern of consumers.

 To analyze the effectiveness of an outdoor advertisement on consumer’s mind.

 To analyze that outdoor advertisement effects on brand promotion

Limitation

Nothing is faultless, there dependably be some limitation and assumption, which we faces in our
work and that constraint discussed with a specific end goal to give finish learning of our users
and keeping in mind the end goal to minimize the difficulties. So there are a few restrictions in
this study also and one of them is the time.

 The time component is significant in any research and researchers attempted best to
oversee and lead a best inquire about in constrained time keeping in mind the end goal to
finish the prerequisite of the course and get enough information of directing exploration.
 One more limitation of this research is that the research collect from Karachi city
furthermore entire city is most certainly not covered.

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  The sorts of buyers chose for this study is general buyers.

Scope of the study

Outdoor advertisement is the most effective and convenient source of marketing

communication for companies it helps to sustain in this competitive environment as well
as to develop competitive benefit. To find out Peoples activity and is as normal, and relaxing
as well. They wish buyers to find out about their product and services, their characteristics,
potential buyers advantage, how to utilize, sustain or even discard the product/service and better
approaches for carrying on that will fulfill the buyer's needs, as well as the advertiser's goals.

The scope of this study is to examine the impacts of outdoor advertising which, by using outside
locations and social-spaces most ordinarily utilized by users. This study will get the view of
user’s purchasing behavior and will also helpful for analyzing the awareness through outdoor
advertisement.

Literature review
Awan and Arif (2015) stretch that the utilization of big name underwriting in media ad
pulls in the clients. Awan and Hassan (2015) say that SMS showcasing is another
instrument of presenting items and administrations and drawing in new clients. Awan and
Shahid directed review on green advertising techniques to pull in instructed clients and
presume that these systems have demonstrated fruitful. Awan and Nawaz (2015) did
examine on developing fast food industry in Pakistan and make inference that media
advertisements assume a key part in drawing in new furthermore, quality sustenance
things. They said that it the media which are affecting the purchasers to spare time and
purchase quick sustenance as opposed to squandering time in cooking. Wan and Nayyar
Abbas (2015) underscore that statistic drive purchasing conduct can be produced by
utilizing diverse devices of media

Advertisement
Advertisement is one the best techniques for advertising for endeavors wishing to get by in an
environment of expanding rivalry and fast change coming about because of globalization. The
accomplishment of organizations which deliver comparable products as a consequence of
quickly changing economic situations and elevated rivalry depends generally on the degree to
which they can utilize advertise correspondence components Executive and judiciously (Kocabaş
and Elden, 2001, p.13).
Advertisement is the concept which is introduced in group ungroup approaches to make purchase
expectation from all. For example, it is characterize as discussing of data about products in
individual way typically paid by a support through various media (Datta, 2008). Thusly,
Ayanwalaetal. (2005) characterizes promoting as "independent paid shape where their ideas,

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products, and data are advanced through all kind of media by a distinguished support to induce
or impact conduct". Promoters are providing their clear messages to spread most extreme data
about module in targeted showcase. Thusly, notoriety is the point of publicizing (Ramaswami
and Namakumari, 2004).
Ad investigate way of message currently awesome class on account of the enhanced impact of
correspondence new idea or innovation which implies promotions andonline promotions have
more purchasing impact on the buyers choice (DINU, Gabriel] and DINU, Loredana, 2012).
Business notice market intelligence would have more talented administrations; rich media
instruments and new ideas and worldwide reach since internet now going fast step by step turn
into a standard commercial stage with the expansion and reception of the web (Gaurav Bakshi
and Dr. Surender Kumar Gupta, 2013). Gulnara Z. Karimova (2011) expressed that intuitiveness
which is situated as fundamental qualities of web promoting is a characteristic element of a
conventional publicizing (radio TV and print,).
Advertisers are using distinctive new ideas and strategies to adequately pass on business
messages to make buy choice. Chain of importance of smack model frequently used to survey
the adequacy of advertisement and is an sequence of steps, for example, consideration, intrigue,
longing and buy choice (Grover and Vriens, 2006 Cavill and Bauman, 2004;).

Outdoor advertisement
In literature, it is practible to discover some examines and learns about an outdoor advertisement
despite the fact that it is not exist real. These inquiries about of those are that of Azhari and
Kamen, Karmen and Azhari. Call attention to that products or brands and trademarks utilized as
a part of open air publicizing are mostly vital than other promoting and print Medias. In 1975 till
1982, in explores guided by outdoor advertisement organization, it is presumed that the
significance of open air promoting on the subject of acknowledgment and recollected of brands
is bit by bit expanding (Whitehall, Tinkham and Tinkham 1990: 50).
According to Shao and Herbig study in (1995, p.71) expressed that devices of exterior
advertisement, for example, announcements (panels-notice boards) are frequently utilized as a
part of China furthermore, that as population of China utilize mass interchanges and transport
and bikes etc, they are presented to open air promotions consistently. According to current report
that the purpose for this presentation is that the charges for open air promotions are moderately
shabby and these sales promotions and advertisement activities have a long haul use when
contrasted with the other ad apparatuses.
As indicated by Anand et al (2009) each advertisement and promotion procedure incorporates
two major qualities which are focusing on each data substance of the ads and promotion. The
data is displayed to the intended interest group through advertising association's chosen
advertising medium.
Besides Byzalov et al (2004) uncovered that shopper are most educated about item when he is
more visible to an item's ad and this outcomes in diminishing all kind hazard included with item
and these variables are called promoting part of hazard decrease. Additionally Hanif et al (2010)
watched that the sequence to consumer loyalty is the point at which the needs and cravings are

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satisfied and all legitimate administrations are given, besides reasonable valuing likewise leaves
effect on customer. As per Hamilton et al (2009, August) when a firm takes an interest in
nonspecific promoting programs, it significantly affects company's market execution. As per
Outdoor advertisement is truly a new out-of-entry. It is outside of the home or place of points of
business. Whatever might be the slight contrast in the translation of new ads; outdoor advertising
have no article or content vehicle to convey the messages to their target audience. The viewer
needs to cause no use, not needs to endeavor to see exterior ads. It is not so with the other media.
An advertising message is not conveyed to the group of onlookers; the gathering of people goes
to the advertisement message, however they see it in course of different exercises. Exterior
advertisements then again offer rehash chances to see the message.
Following are the hierarchy of impacts model:

Brand
Capacity of a retailer and buyers to sort out and review a brand is known as brand awareness
(Aaker, 1996). Brand recognition will affect purchasing reason as customer tends to pay cash for
a known and popular item (Keller, 1993; Macdonald and Sharp, 2000). Brand recognition makes
customers to know with an item from a creation bunch line and after that assemble an intension
of procurement (Percy and Rossiter, 1992). A product with high brand awareness will acquire
more retailers and additionally buyer’s affection since it has expanded piece of the overall
industry and quality conviction joined with it (Dodds et al., 1991). Kan (2002) along these lines
recommends more brand awareness will prompt to expand gainfulness rating.
A brand name offers an image that can help buyers to distinguish benefit suppliers and to foresee
benefit comes about (Herbig and Milewicz, 1993; Janiszewski and Van Osselaer, 2000; Turley
and Moore, 1995).

Consumer perception
Most organizations do examination of buyer conduct. The real goal of purchaser conduct
examination is to decide the components that buyers carry on specifically conditions like in
financial aspects angle (Ayanwale et al., 2005). Purchaser conduct investigation is useful for
sponsor to comprehend the conduct of customer in purchasing distinctive circumstances. As
indicated by customary chain of command of-impacts models, promoting influence of
publicizing presentation prompts to brand comprehension and discernment about the
advertisement, which then prompts to the state of mind towards the advertisement and the brand
until their buy plan (Mendelson and Bolls, 2002).

User buying behavior

The user buying behavior manages every one of the procedures of picking, use, pulling back
items, administrations, encounters, and thoughts by people, bunches, and associations with a
specific end goal to fulfill the requirements furthermore the study of these strategies'
consequences for the customer and society Hawkins, Del, Best, Roger, And Conney, Kenth
(2008). Move on characterizes buyer conduct as contemplating buy units what's more, trade
procedures which incorporate securing, products utilization and withdrawal, administrations,
encounters, and thoughtsMovon. C, Minor. j, Scheel. S., Saleh Ardestani, Abbas (Trans), (2011).

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User’s behavior can be the new procedure characterized and exercises independent participate in
when scanning for, selecting, utilizing, buying, discarding and assessing, items and
administrations in order to fulfill their necessities and longings. Most publicizing offices attempt
to comprehend the temperament and yearnings of their objective market in their way to deal with
promoting (Pope, 1983). A 1986 research, by Hill and Gardner on individuals and publicizing
demonstrates expressly that, buyers deliberately or unknowingly use the purchasing procedure to
deal with their mind-sets. The premise of this is to look for enthusiastic incitement which is an
imperative inspiration for people while selecting items to expend (Hill and Gardner 1986).
Purchaser conduct starts from the investigation of people and the tricks how they utilize to pick,
use, and set out new items also, administrations to satisfy buyer their wants and needs and the
impact that these technique have on the and the general public all in all.
Users behavior allow to all the idea, emotions and activities that an individual has or takes before
or while purchasing any item, administration or thought. Purchaser conduct is the idea which
answers what, why, how, when, and where an individual makes buy. Accordingly, the result of
purchaser conduct is the purchaser's choice.

Research Methodology
The researcher conducts the primary as well as secondary data to fulfill the research objectives.
The analyzed data had been used to cover various aspects like consumption, consumer’s
preference and customer’s satisfaction regarding outdoor advertisement.

Conceptual Framework
Variables
Our research study has dependent and independent variables which are below
Dependent Variable: CBB Consumer buying behavior
Independent variables: Consumer Awareness, outdoor advertisement and Brand

Research Model

Consumer
Perception

Outdoor Consumer Buying

Behavior
Advertisement

Brand

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Hypothesis:
H0: There is a relationship between an outdoor advertisement and users buying behavior
H1: There is a positive relationship between an outdoor advertisement and users buying behavior

H0: An outdoor advertisement effects on consumer’s perception

H1: there is no impact of outdoor advertisement on consumer perception

H0: An outdoor advertisement is effective on brand promotion and definite purchases

H1: there is no any effect of outdoor advertisement on brand promotion and definite purchases

Survey research methods

The study on “the impacts of outdoor Advertisements on consumers” is descriptive in nature.
The research use quantitative research method to search out the consumer’s perception towards
advertisement, the researcher support survey technique to observed the opinion of target
population. The researcher collected data from the major city of Pakistan. The researcher sent the
questionnaire to the target audience to figure out their opinion and views about the outdoor
advertisement of Pakistan.

Respondents
The total target population group of individuals from which the sample might be drawn. The
research was limited to a specific area which is the metropolitan city of Pakistan according to the
population.

Sampling
The researcher was interested to collect data from targeted population who disclosed to
advertising but due to the time limitations, total 150 respondents were as a sample for the present
study.

Sampling technique
Data was collected through convenience sampling technique, settled across all target population
of Karachi. The data was collected by the used questionnaire

Research tools
This work is carried out through self-administered questionnaires. Questionnaire were
administered composing 20 closed-ended questions was distributed among the participants
according to the objectives of the study to find out the user’s buying behavior towards outdoor
advertisement including (billboards, digital screens, posters, floor advertisement, and, wall
painting) in Karachi. Each part of valuable information was also retake from the social
networking websites Based on this clarification we can conclude that the research purpose in the
current paper is more exploratory than explanatory.

Techniques of data analysis

The data obtained from self administered questionnaires were statistically interpreted with the
SPSS (Statistical Package for Social Sciences) program. The data is analyzed on the basis of

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suitable tables by using mathematical techniques. Data analyzed through these tests which are
Reliability, Regression, Frequencies, Chronbach Alpha, and Correlation.

Results and Findings

Your gender

Frequency Percent Valid Percent Cumulative Percent

Valid Male 80 66.7 66.7 66.7

Female 40 33.3 33.3 100.0

Total 120 100.0 100.0

From aggregate 120 respondents, there were 80 male and 40 female. Their rate was 66.7% and
33.3% individually.

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 Your age

Frequency Percent Valid Percent Cumulative Percent

Under 15 2 1.7 1.7 1.7

16-25 61 50.8 50.8 52.5

26-35 41 34.2 34.2 86.7

36-45 9 7.5 7.5 94.2

46-55 1 .8 .8 95.0

Above 56 6 5.0 5.0 100.0

Total 120 100.0 100.0

Respondents according to their age levels: majority people respond the age between 16 to 25
frequencies of 61 respondents. 41 respondents are between the age group 26 to 35. 9 respondents
were the age of 36 to 45, 6 were above 56, 2 was under 15 and 1 were the age of 45- 56.

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 Marital Status

Frequency Percent Valid Percent Cumulative Percent

Valid Married 43 35.8 35.8 35.8

Unmarried 77 64.2 64.2 100.0

Total 120 100.0 100.0

From the respondents, 43 participants were married and majority of the respondents were
unmarried with the frequency of 77. Their rate was 35.8% and 64.2% separately.

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 Your Occupation

Frequency Percent Valid Percent Cumulative Percent

Valid Student 55 45.8 45.8 45.8

Housewife 9 7.5 7.5 53.3

Employee 39 32.5 32.5 85.8

Retired 1 .8 .8 86.7

Businessman 10 8.3 8.3 95.0

Employed for wages 5 4.2 4.2 99.2

Others 1 .8 .8 100.0

Total 120 100.0 100.0

From the respondents, 55 respondents were student, 9 were house wife, and 39 were employee, 1
were retired 10 were businessman 5 were employees for wages and 1 from others.

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 What is the highest level of education you have completed

Frequency Percent Valid Percent Cumulative Percent

Valid Middle School 2 1.7 1.7 1.7

High School 12 10.0 10.0 11.7

Technical 5 4.2 4.2 15.8

Graduation 49 40.8 40.8 56.7

Masters 52 43.3 43.3 100.0

Total 120 100.0 100.0

From the total participants regarding education level: 2 were middle class, 12 were high school,
5 were technical school, 49 were graduation and majority 52 respondents were masters.

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 Your monthly income

Frequency Percent Valid Percent Cumulative Percent

Valid Less than 25 43 35.8 35.8 35.8

26000-35000 24 20.0 20.0 55.8

36000-45000 17 14.2 14.2 70.0

46000-55000 6 5.0 5.0 75.0

More than 56000 16 13.3 13.3 88.3

Others 14 11.7 11.7 100.0

Total 120 100.0 100.0

On the premise of their month to month salary the respondents were separated into six
classifications. Among total 120 participants 43 were earning less than 25000, 24 respondents
were earning between 26,000 to 35,000 Rs. 17 respondents were earning between 36,000 to
45000, 16 were earning more than 56000. 14 were select (others) because they were students so
they were not earning, 6 were earning between 46000 to 55000.

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 Are you a regular traveler

Frequency Percent Valid Percent Cumulative Percent

Valid Yes 72 60.0 60.0 60.0

No 48 40.0 40.0 100.0

Total 120 100.0 100.0

As the above mention, 72 respondents were traveling on daily bases other 48 respondents were
not regular traveler.

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 Do you see outdoor advertisement during travel

Frequency Percent Valid Percent Cumulative Percent

Valid Yes 107 89.2 89.2 89.2

No 13 10.8 10.8 100.0

Total 120 100.0 100.0

From the total responds, 107 respondents see outdoor advertisement while they were travel but
rest of 13 respondents were not see outdoor advertisement during travel.

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 What do you usually look for in an advertisement

Cumulative
Frequency Percent Valid Percent Percent

Valid Product information 46 38.3 38.3 38.3

Brand 40 33.3 33.3 71.7

Price 7 5.8 5.8 77.5

Pop stars 5 4.2 4.2 81.7

Discount and coupons 18 15.0 15.0 96.7

Others 4 3.3 3.3 100.0

Total 120 100.0 100.0

Out of 120, 46 respondents were usually look information about the product in advertisement, 40
were look to brand, 7 were look at price, 5 were look to pop stars, 18 were look to discounts and
coupons and rest 4 were look some other feature of product.

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 What attracts you in outdoor Advertisement

Cumulative
Frequency Percent Valid Percent Percent

Billboards 58 48.3 48.3 48.3

Digital Screens 37 30.8 30.8 79.2

Bus stop / Benches 5 4.2 4.2 83.3

Printed walls 11 9.2 9.2 92.5

Mobile advertisements 9 7.5 7.5 100.0

Total 120 100.0 100.0

Mostly participants attract towards billboards in outdoor advertisement, 37 attracts towards

digital screens, 5 were attract towards bus stop/benches, 11 ere attract towards printed walls, and
rest of 5 were attract towards mobile advertisement.

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Reliability test

Reliability Statistics

Cronbach's Alpha N of Items

.631 4

Item Statistics

Mean Std. Deviation N

Outdoor advertisement are creative but

3.4917 .98728 120
sensible

The products specifically advertised by the

3.3917 .89156 120
outdoor are of good quality

Outdoor advertisement give a positive

3.7250 .95233 120
image for products/brands

Outdoor advertisement is interesting and

3.3333 1.12521 120
memorable

Item-Total Statistics

Scale Mean if Scale Variance if Corrected Item- Cronbach's Alpha

Item Deleted Item Deleted Total Correlation if Item Deleted

Outdoor advertisement are

10.4500 4.687 .426 .550
creative but sensible

The products specifically

advertised by the outdoor are 10.5500 4.619 .540 .478
of good quality

Outdoor advertisement give a

positive image for 10.2167 4.709 .452 .533
products/brands

Outdoor advertisement is
10.6083 4.896 .266 .680
interesting and memorable

Reliability test of independent variable of outdoor advertisement we checked and chronbach

alpha value was 0.631

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 Reliability Statistics

Cronbach's Alpha N of Items

.599 2

Item Statistics

Mean Std. Deviation N

Outdoor advertisement effects in brand

3.8250 .87603 120
promotion

Does advertisement motivate you, to shift

3.4167 1.03374 120
from one brand to another brand

Item-Total Statistics

Scale Mean if Scale Variance if Corrected Item- Cronbach's Alpha

Item Deleted Item Deleted Total Correlation if Item Deleted

Outdoor advertisement effects

3.4167 1.069 .434 .a
in brand promotion

Does advertisement motivate

you, to shift from one brand to 3.8250 .767 .434 .a
another brand

Reliability test of independent variable of Brand we checked and chronbach alpha value was
0.599

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 Reliability Statistics

Cronbach's Alpha N of Items

.627 5

Item Statistics

Mean Std. Deviation N

Outdoor advertisement Effects the

3.2500 .98091 120
product/service properly

You effected by an outdoor advertisements 3.3917 .90094 120

You ever purchased a product because of

3.6167 2.72302 120
its advertisement

Your satisfaction with an outdoor

3.4167 2.72734 120
advertisement of products and services

Advertisement create the perception, so

3.2000 1.00084 120
that You prefer to buy the low priced goods

Item-Total Statistics

Scale Mean if Scale Variance if Corrected Item- Cronbach's Alpha

Item Deleted Item Deleted Total Correlation if Item Deleted

Outdoor advertisement Effects

13.6250 33.598 .070 .672
the product/service properly

You effected by an outdoor

13.4833 32.353 .214 .640
advertisements

You ever purchased a product

13.2583 12.429 .808 .238
because of its advertisement

Your satisfaction with an

outdoor advertisement of 13.4583 12.620 .789 .257
products and services

Advertisement create the

perception, so that You prefer 13.6750 32.692 .145 .655
to buy the low priced goods

Reliability test of independent variable of consumer perception we checked and chronbach alpha
value was 0.627

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 Reliability Statistics

Cronbach's Alpha N of Items

.670 6

Item Statistics

Mean Std. Deviation N

Influence of an outdoor advertisement on

3.4333 .89568 120
purchasing decision

You like to buy the goods for dominance &

3.1333 .94321 120
increase the standard of living in society?

Your participation in purchasing influenced

3.4917 .99575 120
by friend and family

Advertisement stimulates or encourage you

3.4250 .94079 120
to purchase the product

Advertisement always influences your

3.3750 1.05370 120
buying habits?

Outdoor advertisement is important for

4.0083 .97443 120
consumer buying behavior

Reliability test of dependent variable of Consumer buying behavior we checked and chronbach
alpha value was 0.670

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 Item-Total Statistics

Scale Mean if Scale Variance if Corrected Item- Cronbach's Alpha

Item Deleted Item Deleted Total Correlation if Item Deleted

Influence of an outdoor
advertisement on purchasing 17.4333 9.138 .520 .590
decision

You like to buy the goods for

dominance & increase the 17.7333 9.508 .405 .627
standard of living in society?

Your participation in
purchasing influenced by 17.3750 9.396 .388 .633
friend and family

Advertisement stimulates or
encourage you to purchase the 17.4417 8.988 .511 .590
product

Advertisement always
17.4917 8.807 .454 .609
influences your buying habits?

Outdoor advertisement is
important for consumer buying 16.8583 10.812 .155 .709
behavior

There were three independent including outdoor advertisement (4 items), brand (2 items), and
consumer perception (5 items) and one dependent variable that was users buying behavior (6
items)
These three independent variables and one dependent variable are completely met the standard
criteria for checking and measuring reliability of scale.

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Correlation
Descriptive Statistics

Mean Std. Deviation N

OAT 11.4417 2.30334 120

BT 5.3292 1.28582 120

CBBT 17.5264 3.31719 120

CPT 14.3150 5.75013 120

Correlations

OAT BT CBBT CPT

OAT Pearson Correlation 1 .373** .421** -.052

Sig. (2-tailed) .000 .000 .576

N 120 120 120 120

BT Pearson Correlation .373** 1 .311** .008

Sig. (2-tailed) .000 .001 .933

N 120 120 120 120

CBBT Pearson Correlation .421** .311** 1 .121

Sig. (2-tailed) .000 .001 .188

N 120 120 120 120

CPT Pearson Correlation -.052 .008 .121 1

Sig. (2-tailed) .576 .933 .188

N 120 120 120 120

Model Summary

Model R R Square Adjusted R Square Std. Error of the Estimate

1 .473a .224 .204 2.96035

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Regression
As per regression result we can see there is relationship between dependent and independent
variables and the value of R is 0.473 and R square value 0.224. Our regression model is defined
by the following regression equation
CBBT = 8.004 + 0.522 OAT + 0.451 BT + 0.080 CPT ±𝜀
Whereas Outdoor Advertisement and Brand are significant at 5% and Consumer Perception is
significant and 10%. The overall model is significant as F value is 11.139 which shows the
function in correctly defined
The correlation among independent variables is significant but very moderate magnitude. The
result of VIF test shows that there is no multi collinearity among the independent variables. The
R2 for the model is 22% which shows our model is explaining 22% of variation only

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 292.861 3 97.620 11.139 .000a

Residual 1016.584 116 8.764

Total 1309.444 119

CPT, BT, OAT

Dependent Variable: CBBT

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 292.861 3 97.620 11.139 .000a

Residual 1016.584 116 8.764

Total 1309.444 119

CPT, BT, OAT

Dependent Variable: CBBT

31 | P a g e
 coefficients a

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 8.004 1.694 4.726 .000

OAT .522 .127 .363 4.106 .000

BT .451 .228 .175 1.983 .050

CPT .080 .047 .138 1.690 .094

Dependent Variable: CBBT

As we can see from above test there is only impact on Consumer buying behavior and outdoor
advertisement and the value of t are more than 2.5 which is 4.106 while there is no impact on
other independent variables.

Criticism and Suggestion

Relationship between consumer perception and consumer buying behavior is not significant
because they have very weak correlation 12.1% only which is insignificant. The sum of squares
is less than residuals means out 292 is being explained and 1016 are left in error and undefined
by your model. r square is very low 68% or more is preferred in social science.
If VIF test value is less than 10 than there is no multicollinearity otherwise there is
multicollinearity. To remove it does any of the following
 Use log model i.e ln Consumer buying behavior = c + ln(outdoor advertisement)
+ so on
 Drop collinear variable
 Increase no of observations

Discussion
As per results which shown above we have observed and analyzed that advertisement have its
effects and every person is habitual to use of any product in his or her life, consumers are
familiar with the promotional activities of electronic and print media etc. The results are also in
line with Abideen & Latif (2011) who argued that necessity advertisement, pleasure of
advertisement, give the awareness regarding consumer goods, also described that the media have
an influence on the consumer’s mind and buying behavior it’s said by Haug (2003) who proved
that, this kind of behavior have found simultaneously with different age level people, whether
they belong to the old age, middle age, teen age and even in the university age said by the Bashir
and Malik (2009). The results were also signified by Rasool (2012) who said that dominance of
an advertisement provide the awareness about prices, characteristics, quality, ingredients and
many more things due to this usually consumers has move towards economic products. We’ve
also found that the specific type of advertisement stimulate the consumer’s buying habit so that
buy the goods as soon as possible. The results are proved by Abideen, Z. U., & Saleem, S.

32 | P a g e
(2011) that on the behalf of necessity, pleasure, dominance, brand recall and stimulation
advertisement can effects the consumers buying behavior.

Conclusion

From the above discussion we have drawn the conclusion that advertisement can change the
behavior of the consumer’s. Factors likewise here necessity of advertisement, pleasure of
advertisement, dominance of brand recall advertisement, and stimulation of advertisement. These
are very helpful in creating and shifting the consumer’s buying behavior that is a very positive
sign for the advertising and marketing companies. Our results also proved the model of the study
which reveal that advertisements have significant impact on the consumers ‘buying behavior and
widen their choices. This study will definitely be proved helpful for the marketing and
advertising companies to promote their products in the light of our empirical results. It will
enable to focus huge consumer markets of Karachi Sindh.

The investigation of user’s behavior is imperative in the advertising field as it forms the basis of
marketing strategies. The investigation of purchaser purchasing conduct encourages to
understand the worry, for example, what the purchasers think, what their emotions are, what the
explanations for their choice are, and how they pick among a few choices. We find out that the
outdoor advertisement can change the behavior of users. Factors like brand, outdoor
advertisement, consumer perception, these are extremely useful in making and moving the
buyer's purchasing conduct that is an extremely positive sign for the outdoor advertising and
promoting organizations. Our outcomes likewise proved the model of the review which shows
that outdoor advertisement have noteworthy effect on the users ' buying behavior. This review
will be definitely useful for the advertising and marketing organizations to promote their
products and services in the light of our exact outcomes. It will empower to focus high buyer
markets of Karachi.

33 | P a g e
Recommendations
In the light of our exact outcomes we need to make the accompanying proposals:-
 Users buying behavior ought to be constantly observed while setting up the outdoor
advertising messages/Ads.
 A different method of advertisement must be applied to attraction of buyers.
 Information about brand should be mention properly
 Include the multiple factors in outdoor advertisements to catch the maximum interest of the
users.
 Getting your buyers to have an emotional connection with your brand is one of the keys to
keep them loyal with their brands.
 Consumer’s buying behavior should be continuously observed while preparing the
advertisement messages/Ads.
 The advertisement messages must be clear so that the common consumers can also
understand them.
 Advertisement policy should be designed accordingly geographically, to keep in mind the
socio economic status of the consumers.
 Latest advertisement concepts of marketing should be introduced to achieve the maximum
goal of the advertisement Companies
 A creative way of advertisement must be adopted to catch the attention of the consumers.
 THE repetition of the ads on one type of media may reduce the interest of the viewers and,
therefore, advertisements should be given on electronic and print media.
 Awareness and comparison ads will very helpful to catch the attention of the consumers,
towards the desired FMCG.
 Online advertising can capture the attention of the internet users, they can directly order from
the online web portal.
 Teasing or surprising ads like (latest addition is coming soon) are also very constructive to
stimulate the consumers.

 Users buying behavior ought to be constantly observed while setting up the outdoor
advertising messages/Ads.
 A different method of advertisement must be applied to attraction of buyers.
 Information about brand should be mention properly
 Include the multiple factors in outdoor advertisements to catch the maximum interest of the
users.
 Getting your buyers to have an emotional connection with your brand is one of the keys to
keep them loyal with their brands.

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