ACADEMICIA: An International Multidisciplinary Research Journal

The purpose of present study has been conducted to investigate the impact of advertisement on consumer behavior of university students (N = 150). This paper aims to explore the role of advertisement on attitudes towards buying behavior. A questionnaire has prepared to evaluate the impact of advertisement. The sample data has been collected from of college students of Umm Al-Qura University, Makkah between 18–24 age group. As a whole six brands has been taken into consideration as FMCG's brand eg. Al-Safi, Al-Marai, Nadec, Jamjoum, Nada and Saudia. Interviews were made in respect of their co-relations with advertisements. As a result, formulation of chi-square, frequency and binomial test analysis were used and presented in tabular, bar graph, and pie chart format. These results exposed that advertisement attracts towards the preference and choices to influence the consumer buying behavior. The model used therein influenced the consumers more as compared to traditional mode of advertisement. Results also revealed that consumers considered advertisement as a reliable source of knowledge as compared to others, (friend, neighbors, reference group) opinions. Advertisement play a very important role to affect any high or low income group, but expensive products and the repetition of advertisement did not affect the consumer buying behavior. The most preferred brand is Al Safi Milk and second preferred brand is Al-Marai Milk. Consumers were attracted and influenced by the flash of advertisement on the silver screen.