The impact of advertising on consumer buying behavior

This research was conducted to determine the impact of advertising on consumer buying behavior. A sample of one hundred fifty respondents were considered in the study taken from the different sectors of the community in Tuguegarao City.

The descriptive research design was used in the study. The questionnaire was the main instrument used to gather relevant data needed in the study and accompanied by personal interviews.

Results of the study revealed that among the key indicators affecting the consumer buying behavior, the respondents consider the importance of the product advertised, quality of the products advertised, usefulness of the product and the price of the product as the top 4 key indicators and endorsement by celebrities ranks last. Of the seven features of the product that affects the consumer buying behavior, the overall quality of the product is ranked no. 1 followed by personal satisfaction and economic value while familiarity and popularity of the product ranks last.

As to the respondents action on the first entry of a product in the market, the first to purchase the product is their first action taken while the early majority of the purchaser ranks last.

With regard to the common techniques used by the seller/advertiser to inform and influence consumers to make their buying decision, the respondents considered emotional appeal, promotional advertising, facts and statistics, bribe and unfinished ads as the top 5 sources of information and the least source considered is endorsements by celebrities.