ANALYZING THE IMPACT OF ADVERTISEMENTS ON CONSUMER BUYING BEHAVIOR

Abstract

This study looked at how advertising affected consumers' purchasing decisions in Nigeria's Enugu State. The majority of Nigerian firms have a tepid attitude when it comes to using effective advertising mediums to promote their goods and services, which negatively impacts their sales output. They do not believe that investing a portion of their budget in advertising is necessary to market their goods and services and sway the purchasing decisions of customers. The need for this study stems from the fact that, with the rapid growth of technology, having a competitive advantage now requires effective advertising. In this study, a survey research design was used. In order to test hypotheses, data from respondents is gathered via questionnaires. To evaluate the hypotheses, the multiple regression technique was applied. The study's conclusions demonstrate a strong and favorable correlation between the dependent variable of consumer purchasing behavior and the independent variables of emotional response, environmental response to the brand, brand awareness, and sensory- stimulated advertising. Every independent variable has a positive correlation with the purchasing behavior of consumers and a statistically significant t-ratio. This outcome is in line with previous research. We advise that in order for advertising to be effective, the target audience should be widely reached in order to understand their consumption habits and attitudes toward goods and services. Additionally, as customer patronage is heavily influenced by emotion, more of that effort ought to be focused on emotionally charged advertising.