Effect of advertising on consumer buying behavior of Smartphones:

Registration ID: IJNRD_224162

Published ID: IJNRD2406373

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Sajit Tiwari

Informativeness, creditability, entertainment, irritation, incentives, and purchase intention.

This study examines the impact of advertising on consumer buying behavior of smartphones in Butwal City. Purchase intention is the dependent variable and informativeness, credibility, entertainment, irritation, and incentives are the independent variables. The primary source of data is used to access the opinions of the respondents regarding how smartphone advertising influence consumer purchase intention in Nepal. The study is based on 100 respondents. To achieve the purpose of the study, structured questionnaire is prepared. The regression models are estimated to test the relationship and impact of advertising on consumer buying behavior of smartphones in Butwal City. The study reveals that there is a positive relationship between in formativeness and purchase intention. It indicates that more the advertisement is informative, higher would be the purchase intention. The result also shows that there is a positive relationship between creditability and purchase intention. It shows that credible advertisement leads to increase in purchase intention. The study shows that entertainment is positively related to purchase intention. It indicates that entertaining advertisement causes the purchase intention. Likewise, the result shows that incentives is positively related to purchase intention. It indicates that more the advertisements offer incentives with product, higher the purchase intention would be. The regression results also show that informativeness, creditability, entertainment, irritation, and incentives have positive impact on purchase intention. However, the coefficients are significant only for entertainment at 5 percent level.

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Sajit Tiwari (June-2024). Effect of advertising on consumer buying behavior of Smartphones: . INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 9(6), d812-d823. https://ijnrd.org/papers/IJNRD2406373.pdf

Volume 9 Issue 6, June-2024

Pages : d812-d823

Paper Reg. ID: IJNRD_224162

Published Paper Id: IJNRD2406373

Research Area: Other

Author Type: Foreign Author

Country: Tilottama, Lumbini, Nepal

Published Paper PDF: https://ijnrd.org/papers/IJNRD2406373.pdf

Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2406373

Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

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