IMPACT OF ADVERTISEMENT ON BUYING BEHAVIOR OF THE CONSUMERS IN DHAKA CITY

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.