Paper Title
Effect of advertising on consumer buying behavior of Smartphones:
Article Identifiers
Authors
Sajit Tiwari
Keywords
Informativeness, creditability, entertainment, irritation, incentives, and purchase intention.
Abstract
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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How To Cite (APA)
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
Issue
Volume 9 Issue 6, June-2024
Pages : d812-d823
Other Publication Details
Paper Reg. ID: IJNRD_224162
Published Paper Id: IJNRD2406373
Downloads: 000121992
Research Area: Other
Country: Tilottama, Lumbini, Nepal
Published Paper PDF: https://ijnrd.org/papers/IJNRD2406373.pdf
Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2406373
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Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)
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This work is licensed under a Creative Commons Attribution 4.0 International License and The Open Definition
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