Advertising as An Influencing Factor on Consumer Behavior
DOI:
https://doi.org/10.24857/rgsa.v18n9-076Keywords:
Consumer Behavior, Impact of Advertisement, Purchase Behavior, Advertising, ConsumersAbstract
Objectives: The objective of this study is to examine the role of advertising as a management strategy in contemporary business environments. It aims to explore how advertising interacts with customers and influences both internal and external organizational processes and activities. Additionally, the study seeks to address misconceptions surrounding advertising's purpose and societal impact, particularly regarding its perceived manipulation of consumers for monetary gain.
Methods: This study employs a qualitative approach to investigate the role of advertising in modern business practices. It involves a comprehensive review of literature and existing research to analyze the relationship between advertising, consumer behavior, and organizational management strategies.
Results: The analysis reveals that advertising serves as a crucial management tool for businesses, facilitating interaction with customers and driving organizational processes. Contrary to misconceptions, advertising is not solely aimed at manipulating consumers for profit but also serves to fulfill customer needs for information about brands, services, and products. Additionally, the study finds that factors such as age, income, and satisfaction with promoted goods after purchase do not significantly influence the impact of advertisements on consumer purchasing decisions.
Conclusion: In conclusion, advertising plays a multifaceted role in contemporary business environments, serving as both a communication tool and a management strategy. While it is often misunderstood and criticized for its perceived manipulative nature, advertising remains a fundamental aspect of modern marketing practices. By understanding the complexities of advertising's influence on consumer behavior, businesses can develop more effective marketing strategies and better serve their customers' needs.
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S Jamal, A Maqbool, SMT Zafar 2013. Analysis of fashion product of apparels from Consumer lifestyle perspectives: An empirical study; Int. J. Res. Bus. Technol; 3, 270-276.
A Maqbool, R Atiq. 2014. Changing Lifestyle of Women–An Empirical Study; IOSR Journal of Business and Management. Vol (16); Pg 70-78.
S Jamal, A Maqbool, S Misra. 2014. Influences of Fashion Marketing on Consumer Demand: A Study of NCR. Indian Journal Of Applied Research; Vol (4); Pg 323-327.
Khan, Farhina Sardar. 2014. Customer Satisfaction In Regard To Products And Services Offered By ING Vysya Bank In Allahabad. Redefining Management Practices and Marketing In Modern Age; Pg 227- 230.
S Bajpai, SS Mazhar, FS Khan, G Prakash, A Singh. 2022. Empirical study on customer satisfaction towards services of Life Insurance Corporation at Lucknow. Journal of Information and Optimization Sciences. Vol (43); Pg 1871-1883.
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