The impact of advertising on consumer
Date
2011-06-02
Authors
PARFAIT, Jean Noël
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Advertising is used today by all types of organisations to achieve a lot of different targets.
Businesses try to create or enhance their brands and images through their commercial ads, thus,
making we consumers more willing to buy the related products or services. In this way, the final
objective of commercial advertising can be viewed as to improve the revenue of the business.
The present study links advertising to sales for fast moving consumer goods in Mauritius Island.
The Theory of Reasoned Action from Ajzen & Fishbein (1980) has been used to build a model
linking advertising to intention through beliefs and intention. A questionnaire has been designed
based on model. This questionnaire was answered by a sample of 337 consumers coming out of
supermarkets from different regions of the island.
The answers were analysed using linear regression. The results showed that the advertising acts
on intention by changing beliefs.
Description
MBA - WBS
Keywords
Advertising, Mauritius, Consumer behaviour, Mauritius