EFFECT OF ADVERTISEMENT ON CONSUMER BUYING BEHAVIOR OF SMART PHONE USERS IN KATHMANDU VALLEY
Date
2024
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Shanker Dev Campus
Abstract
This study investigates the effect of impact of advertisement on consumer buying
behavior of smart phone users in Kathmandu valley. This study is based on
descriptive research design and causal-comparative research design to deal with
fundamental issues associated with the impact of advertisement on consumer buying
behaviour of smart phone users. This study has included 400 smart phone users based
in Kathmandu Valley. This study used descriptive statistic, correlation analysis and
multiple regression analysis by using SPSS version 26. This study shows that the
majority of the respondents agreed that online advertisement highly affects their
buying behavior of smart phone users and they believe that their intense to buy is also
high. The correlation analysis also shows that there is significant positive association
between TV advertisement and consumer buying behaviour. Similarly, there is
significant positive association between radio advertising and the consumer buying
behaviour. At the same time, correlation value between online advertising and the
consumer buying behaviour is significant positive. Moreover, print advertising has
significant position association with consumer buying behaviour of smart phone
users. The regression result reveals that TV advertisement has significant positive
effect on consumer buying behaviour. Likewise, there is significant positive effect of
radio advertisement on consumer buying behaviour. At the meantime, online
advertising has significant positive impact on consumer buying behaviour. Finally,
there is significant positive effect of print advertisement on consumer buying
behaviour of smart phone users. Therefore, this study concluded that the impact of
advertisement on consumer buying behavior of smart phone users in Kathmandu
valley.