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“APPLICATION OF BUSINESS RESEARCH” RESEARCH PAPERSubmitted by:SYEDA BINA TARIQ 13460From: BBA VIIISubmitted to: PROF. MUHAMMAD MASOOD MIROn 10th of Dec’2020Page of 138
Table of content:Table of content: 2 “The Impact of Media Adver9sing on Consumer Buying Behaviour with the Media9ng Role of Brand Image” 3 A Study on FMCG Products by Syeda Bina Tariq 3 Abstract 3 1.Introduc9on: 4 1.1.Problem Statement: 7 1.2.Research ques9ons 7 1.3.Research objec9ves 8 1.4.Scope and significant: 8 1.5.Hypothesis 9 1.6.Theore9cal Framework 11 2.Literature Review: 11 2.1.Television adver9sing and Brand image 11 2.2.Newspaper adver9sing and Brand image 12 2.3.Billboard adver9sing and Brand image 13 2.4.Internet adver9sing and Brand image 13 2.5.Television adver9sing and Consumer’s buying behaviour 14 2.6.Newspaper adver9sing and Consumer’s buying behaviour 14 2.7.Billboard adver9sing and Consumer’s buying behaviour 15 2.8.Internet adver9sing and Consumer’s buying behaviour 16 Brand image and Consumer’s buying behaviour: 16 3.Methodology 17 4.0 Results and Analysis 18 Convergent Validity and Reliability 19 Discriminant validity 20 Outer loading 22 5.0 Discussion and Findings 27 6.0 Conclusion 28 7.0 Recommenda9ons and Limita9ons 29Page of 238
“The Impact of Media Advertising on ConsumerBuying Behaviour with the Mediating Role ofBrand Image”A Study on FMCG Products by Syeda Bina Tariq AbstractIn this modern era advertising has become most essential and effective way that influenced by everyone for the sort of promotions to some extent which help to transmit the information about the brand to the target consumers. As advertisement is the most important source that promote the brand where-as, brand its-self the most powerful terminology that people have become cognisant about the brands which sets the image through the mode of media. Many companies focus on the promotion while investing larger to create advertisement according to the brand that sets the image in the mind of the consumers which plays influential role toward the buying behaviour of the consumers. The article is based on the FMCG product to determine the impact of the model in the sector. There are various mode of media advertisement which acts as a vital role in attracting the consumer’s intension towards buying. This research paper is based on the impact of modes of advertising which mainly through television, newspaper, billboard and internet which influences the consumer buying behaviour with the mediation role of brand image is highlighted. The sample size of this research is focus on 300 respondents through the questionnaires further data tested through Smart PLS software which clearly revealed the impacts on media advertisement on brand image and on consumer buying behaviour. The result will show the positive or negative impact of the variables. As the result shows the brand image have direct impact on the consumer buying behaviour and billboard and internet advertisement have direct impact on