dissertation topics marketing   The Influence of Advertising on Consumer Behavior


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The Influence of Advertising on Consumer Behavior


In the present market situation advertisement plays an important role for every business. Without advertisement for the particular product the awareness is not possible among the customers. The Samsung Company does the advertisement to increase the numbers of customers for the future market.



1.1Aims of Research

The aim of the research is to make the awareness among the customers by advertising the products with the help of different types of media. In this competitive world the Samsung Company wants to grow the business in the global market.

1.2Objectives of Research

This study will help the researcher to identify the perception of the customers and the brand value. The objectives are as follows:

  • To critically evaluate the influence of advertisement on consumers’ behavior.
  • To critically analyze the strength of advertising in making consumer buzz.


H0: The negative impact of advertising on consumers’ behavior

H1: The positive impact of advertising on consumers’ behavior


Literature Review

In this chapter the associated theories and the models will be critically examine to obtain the correct information about the marketing theories and the models.


Advertisement can create the great impact on the consumer behavior. We will use different types of theories and models to get the accurate and detail idea about the marketing concepts which will impact the consumer’s behavior.

2.2 Branding and advertisement:

According to () branding is making the image of the products in the minds of the customers. In the present market situation everyone who wants to buy a product and services go for the branded products, as the quality of the products are very good. In the same time advertisement is necessary for creating the brand value in the mind of the customers. The organization can follow four principles of marketing strategy for advertising the products which can also create impact on consumer’s behavior (Shukla and Choi, 2014).

  • Business objectives should be clear.
  • Continuous innovation is required to satisfy the customers.
  • Introduce new strategies and innovation.
  • To create open assets in the marketplace.

With the help of these four marketing principles the organization can develop the business in the global market and also can create the impact on the customers mind to buy the products (Choi, 2015).

2.3 Impact of Branding on consumers:

In the present market situation the needs and wants of the customer’s changes frequently, so the Samsung Company needs to change the products or try to innovate the new products in the market. It is very important to satisfy the customers to capture the market. Branding can help the business organization to do so (Luo, 2014).

2.4 Summary

For the organization advertising is the mode of communication. The business organization communicates the target group by doing the advertisement of products and the services. For the organization profit making is the main motive which plays a vital role in general customer’s behavior.


Research Methodology


As per (Hantrais, 2014) research methodology is the most vital part for doing any kind of research. In the research methodology the researcher do the collection of data from the various sources, which can help the researcher to get the clear idea about the perception of the customers. The analyzing of the collected data is also important.


3.2Research approach

Inductive and deductive are the two different types of approach for conducting the research approach. In this research the researcher use the deductive approach for collection of data. The researcher also analyzes the data which gives the clear idea of perception of the customers.

3.3 Data collection Methods

In this research, the researcher use primary and secondary data collection method in order to collect the proper data from the customers. The primary collection of data is done with the help of various customers in the market. The secondary collection of data is done with the help of different internet sites, articles and books (Strelluf, 2013).

3.4 Sample Size

In this research, the researcher collect the data from 60 different customers, as the research is not longitude type, so the 60 customers are enough for the data collection process. For the data collection process the researcher provides the questionnaires to the customers (Friston, 2013).

3.5 Ethical Consideration

In the time of research study, ethical considerations are useful in recording the performance which is preferably right for the study topic. The ethical consideration helps the researcher to rising the class of the research process (Selinger, 2013).



The researcher faces many limitations during the time of research. The main limitations of the research are: time constraint, budget constraint and the reliability.



References List

Choi, J. (2015). The Impact of Disclosure of Nutrition Information on Consumers’ Behavioral Intention in Korea. Journal of the American College of Nutrition, pp.1-7.

Friston, K. (2013). Sample size and the fallacies of classical inference. NeuroImage, 81, pp.503-504.

Hantrais, L. (2014). Methodological pluralism in international comparative research. International Journal of Social Research Methodology, 17(2), pp.133-145.

Luo, J. (2014). Entrepreneurial Marketing- How Marketers Can Satisfy Customers’ Needs When Applying Entrepreneurial Marketing Approaches. International Journal of Advances in Management Science, 3(4), p.109.

Selinger, H. (2013). Maternal request for caesarean section: an ethical consideration. Journal of Medical Ethics, 40(12), pp.857-860.

Shukla, K. and Choi, B. (2014). Web Page Advertisement Classification. IJCEE, pp.54-58.

Strelluf, C. (2013). Book Review: Data Collection in Sociolinguistics: Methods and Applications. Journal of English Linguistics, 41(4), pp.380-384.