Impact of Brand advertisement on

consumer behavior in Apple Smart

Phone

ABBASI MUHAMMAD YASIN (16SF10448)

Submitted to:
Professors, Dr. Dapeng LIang
School of Management
1 | Page
Theoretical Background to the Problem:

All marketing tools, Advertising are the major influence on the minds
of the audience, as their risk is high (Katke, 2007). Four subsets of the
marketing mix, i.e. product, price, place, and promotion and
advertising is a part of the mixture, the decision to purchase goods and
services to create awareness is utilized. Marketer applies these
instruments for the purpose of communication. Develop advertising
date back in olden times. Several societies apply different indications
to attract customers and promote goods and services. While promoting
their images were used to a limited area. In modernization period, ads
have been major method to enhance goods and services for
communication purposes. Any organization cannot be a market leader
in investment until they spend more in investment objectives
(Hussainy et al., 2008). The main objective of advertising is to push up
the buying attitude; while the effect of changing the brand or lot of
strong memories. Memories about the brand in the minds of the
consumer groups are concerned with brand names. Consider the
impact of brand perception, evaluation, and eventually buy (Romaniuk
& Sharp, 2004). Many organizations are investigating the consumer
behavior. Doing the analysis of consumer behavior is main purpose to
make strong decisions about the components which consumers behave
in specific conditions, just like in economics aspect (Ayanwale et al.,
2005). Consumer purchase behavior analysis in various conditions for
advertisers to understand consumer behavior is useful. Traditional
hierarchy of effects model, advertising influences the risk of brand and
advertising cognition about cognition leads, that so long as their
purchase intent and brand attitude towards the ad (Mendel son & Bolls,
2002).

As the surplus in the market with many products or services, most

companies claim to act as, so for most of these companies, their goods
or services on the basis of functional properties has been difficult to
make different. Feature is functional in that ad is shown separately on
the basis of long run as competitors are not copying them (Hussainy et
al., 2008). Therefore, the perception about brand image conveys to

2 | Page
market. Adelaar et al. (2003) collected research online compact disc
(CD) emotional purchase through advertising on consumer behavior.

It is interesting to know purchasing behavior of customer through

advertisement and consumer are compelled because of its emotional
usage & environmental usage with bounded properties i.e. consumer
purchasing attitude. .

Advertising market, according to the institutions of the local landscape

is not working and its necessary for celebrities to promote any product
to choose. So, there is great need for study on advertising and
consumer attitude affect shopping. The study is the media, the
information that a combination of voice, eye, and is represented by the
mass media offers is described. Video message from this study are
presented in the media through which people from different areas of
information are included. Environment attitude verbal and visual
information affects the perception of personality. The conclusions of
this research will add new information and current knowledge and
provides new areas for future researchers. Basically, the purpose of
this study is to test the attraction of emotional advertising with the
help of attitudinal purchasing behavior consumer and more further to
determine the force of environmental advertising through attitudinal
purchasing role of consumer.

Importance of Chosen Topic

The use of advertisement has been adopted by many local &

international and multinational companies, nowadays lot of
advertisement and marketing tools are being carrying out by the
company for using of their ADC (Alternative Distribution Channel)
services that includes print and visual ads. Advertisement is not the
last but effective tool to convey messages to customer.

It is very important to judge the customers perception towards

advertisement and its future with the impact that how the usage of ads

3 | Page
create the brand awareness for customer, how convenient is it for the
all customers and ease of use that it can be communicated anywhere
upon the availability of ads and how advertisement is modern &
effective tool.

Literature review

Advertisement is non - personal payment form where informations,

ideas, services, and products are endorsed through many mediums
like, TV, radio, newspaper to Persuade or influence the behavior of an
identified sponsor (Ayanwale et al., 2005 and Bovee, et al. 1995).

While, advertising does not only present goods or services to public but
also specific products and services that already exist to serve as a
warning. Advertising features, advantages and benefits that are
proposed as a mass market promotes (Francis, 2009). Advertising in
the United States is proper and special source of system in the world
which has spread the highest standards of living. William et al, (2004)
cited by McCarthy and Howard (2003) Advertising costs account for
about 3 % of a progressed countrys Gross national product in 2002
and U.S. $ 543.8 per capita spending rates often happens with
". William et al, (2004) also cited by Carey, (1989), "Advertising is a
strong economic and the United States is an important bill. In the
opinion of Grullon et al, (2004), It has been known to the economists
said that advertising can affect market demand for the product but
there is no clear identification was made by either academic
researchers or business professionals As a firm's ability to provide
advertising and stock market as a market impact could be significant.
Advertising can produce a uniquely person for a product and that is the
main to shining customers want. Finally all ads can be utilized for
selling to minimize costing (Yeshin, 1998). Suppose, lot of organizations
are famous in producing their own being brand loyal because of its
quality, taste and specifically advertising (Brierley, 2002). An
advertiser is trying to talk properly and safely for customer. Advertising
is utilized basically by the organizations to reach at targeted sales by
alerting the customers about modern or developed goods or services

4 | Page
(Tellis, 2005). Further, Ilango, (2009) also explained that it is the realty
which organizations present to sell goods and services for profit to
people. There are many ideas that have been described in ads which
as explained by Piana, (2005) as: advertisement keep short brand list
in the mind of customer, user will reply with most of the
advertisements identified, brands which they know, Not only are
advertising products and
Services to increase sales of the brand are rich with symbolic values.
For information, a group of people is the sole purpose of advertising as
people, workers, married people, students, (Theren & Theren, 2010).

Research objectives:

1. To study, impact of brand advertisement of Apple on

consumer Behavior.
2. To Study How media is effective to Apple for consumer
attraction?
3. To Explore Why do people prefer Apple?
4. To draw conclusion regarding on the basis of research.
5. To put up necessary implications for future course of actions

Nature of Research:

The purpose of research will be based on descriptive and

qualitative analyses. To some extend it will give us ways for
simplification in a few examples.

Variables To Be Used:
There are one independent & two dependent variables:

Independent Variable = Consumer behavior

5 | Page
Dependent Variable = Brand Advertisement

Dependent Variable= Apple Smart phone

Proposal Research Hypothesis

H1: There is significant relationship between consumer behavior &

brand advertisement.

H2: There is significant relationship between consumer behavior &

Apple smart phone.

Sources of Information:
Procurement experts, Social Network websites & Research Articles
(Survey is included but it depends upon on time)

Sampling Technique & Procedure:

The most common sampling methods would be used in quantitative
research and Purposive sampling technique provides accurate results
at some extend. Data will be gathered with the help of a questioner
that consists of five point liker scale.

Sample Size:
The sample would consist of 100 people having Apple smart phone.

Method of Data Collection:

Primary and Secondary Data to be collected (Questionnaires &
Interviews).

Primary data: Data collected by the investigator himself/ herself for a

specific purpose.

6 | Page
Secondary data: Secondary data is information that is already
available somewhere, whether it be in journals, on the internet, in a
company's records or, on a larger scale, in corporate or governmental
archives

Statistical Test to be used:

The data will be collected from Apple Inc website, articles, and different
reports of business. Media sector which has been kept view to check
the authenticity of my data. After that I shall use different techniques
and systems on the data for the object of assessment and statistical
analysis of research. These tools will be regression and correlation
analysis. Moreover, I shall analyze advertisement in media sector and I
shall do statistical analysis of consumer behavior on SPSS software.

References:
Adelaar, T., Chang, S., Lanchndorfer, K. M., Lee B. & Morimoto M. (2003). Effects of Media
Formats on Emotions & Impulse Buying Behavior. Journal of Information Technology, 18, 247
266.

Ayanwale, A. B., Alimi, T. & Ayanbimipe, M. A. (2005). The Influence of Advertising on

Consumer Brand Preference. Journal of Social Science, 10(1), 9-16.

Bezijian, A. A., Calder, B. & Iacobucci, D. (2008). New Media Interactive Advertising vs.
Traditional advertising. Journal of Advertising Research, 38(4), 23-32.

Bijmolt, T. H. A., Claassen, W. & Brus, B. (1998). Children are Understanding of TV

Advertising: Effect of Age, Gender, and Parental Influence. Journal of Consumer Policy, 21,
171-194.

7 | Page
 Bovee, L. C., Thill, V. J., Dovel, G. P. & Wood, M. B. (1995). Advertising Excellence. McGraw
Hill.

Brassington, F. & Pettitt, S. (2001). Principles of Marketing, 3rd Edition, Pearson Education,
Prentice Hall.

Dittmar, H., Long, K. & Meek, R. (2004). Buying on the Internet: Gender Differences in On-line
and Conventional Buying Motivations. Journal of Sex Roles, 50(5/6).

Goldsmith, R. E. & Lafferty, B. A. (2002). Consumer response to websites & their influence on
advertising effectiveness. Internet research. Journal of Electronic Networking Application and
Policy, 12(4), 318-328.

8 | Page