EFFECT OF ADVERTISEMENT ON CONSUMER BUYING BEHAVIOR OF SMART PHONE USERS IN KATHMANDU VALLEY
| dc.contributor.advisor | Mikha Shrestha | |
| dc.contributor.author | Sonika Shrestha | |
| dc.date.accessioned | 2025-02-09T10:07:18Z | |
| dc.date.available | 2025-02-09T10:07:18Z | |
| dc.date.issued | 2024 | |
| dc.description.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. | |
| dc.identifier.uri | https://hdl.handle.net/20.500.14540/24058 | |
| dc.language.iso | en_US | |
| dc.publisher | Shanker Dev Campus | |
| dc.title | EFFECT OF ADVERTISEMENT ON CONSUMER BUYING BEHAVIOR OF SMART PHONE USERS IN KATHMANDU VALLEY | |
| dc.type | Thesis | |
| local.academic.level | Masters | |
| local.affiliatedinstitute.title | Shanker Dev Campus | |
| local.institute.title | Faculty of Management |