Advertising for all intents and purposes is to

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Advertising for all intents and purposes is to satisfy the desire of firms to reach the constantly increasing population so that their products may receive peak publicity. The part of advertisement is to increase sales revenue and profits of the firms and rise the demand for goods, but it is dropping. Now most of the upsurge in sale of the product is credited to some other factors like taste durability and unwillingness of user to switch products. This situation has raised several questions as to why firms still do advertise their products. Advertising has been a subject for debate either on one alleged reason or another for decades at the beginning of the 19th century. In beginning people showed little interest but it later it became a fecund topic for research. Therefore our study strive for finding out the impact of advertising on the customers and their buying behavior with emphasis to the customers in Islamabad, Pakistan. Historical Problem Statement: Throughout the years, many researchers have been wondering that what really affects the customers. How advertising effects the customers and their buying behavior? How much interest they take in advertising and which factors affect the buying attitude of an individual. Through careful analysis of many literature and its reviews many researchers have pinpointed opinions on these factors and variables, on how advertising affect the customers. Some previous researchers who conducted research in this field use the following variables: a Emotional response, environmental response and consumer buying behavior b Test ads and consumer decisions c Awareness, awareness owing to advertising and consumer preference owing to advertising awareness. Some previous researches shows that advertising does not affect customers and does not have any impact on buying behavior of customers, but on the other hand some researchers found that advertising has a great impact on customers and greatly influences the buying behavior of individuals. Problem Statement: To what extent is advertising effecting the customers? To what extent advertisement change the buying behavior of customers? What are the factors that affects consumers and convince them to buy the product? 4
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Gap The researches that had previously being conducted on this topic are mostly either American or European based studies, we will conduct this research in Islamabad, Pakistan. CHAPTER NO. 3 LITERATURE REVIEW Advertising satisfies the needs of the firm as well as the wishes of consumers. Its role can never be replaced by any other means in this dynamic world of ours. It is necessary for firms to strategize and know when and where they should advertise to gain maximum returns. The consumers should be considered as a ‘factor of production’, they need to be informed about products and until that is done, the products of firms will still be in stores with no demand for them. ( AKWASI AMPOFO, 2014).
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