Abstract:
This study examined the impact of advertising on consumer buying behavior in Dhaka
city.Successful advertisement has become important with a great increase in
technological innovation and very few studies were conducted in this field in
Bangladesh. Thus it is interesting to conduct research in this area.120 respondents
were randomly selected from different areas from Dhaka city during August, 2019 to
October, 2019 and a structured questionnaire was used for data collection. Data were
analysed by using correlation and multiple regression model. The research results
show that rational appeal, emotional appeal and moral appeal of an advertisement
have a significant and positive relationship with consumer buying behavior.
Researcher recommends that for effective advertising to take place, the target
audience must be extensively reached to know their consumption pattern and behavior
toward products and services. Additionally, more effort should be given on rational
advertising, as consumer buying intension is strongly induced by rational advertising.
Consumer needs clear information about the product. Moreover, emotion and moral
modalities can affect the perception of users and allow them to obtain advertising
information.
Description:
A Thesis
Submitted to
The Department of Agribusiness and
Marketing, Faculty of Agribusiness
Management
Sher-e-Bangla Agricultural University, Dhaka,
in partial fulfillment of the
requirements for the degree
MASTERS OF SCIENCE (MS)
IN
AGRIBUSINESS AND MARKETING
