The Impact of Advertisements and Brand Image on Consumer Purchasing Behavior

Abstract

In order to maximize the efficiency of a commercial entity as a whole, it is vital to construct a positive image for the brand of the company and to employ advertising strategies that are as effective as possible. At the time when customers are making purchases, the idea of a brand's image functions as a background mechanism that has the potential to influence their decisions. In addition, advertising is an essential component of the success of every business since it permits the efficient transmission of messages and the development of customers who demonstrate loyalty to the brand. From the perspective of the Gujranwala, Pakistani community, the purpose of this study is to investigate the ways in which advertising and brand image influence the purchasing decisions of customers. The data that was necessary for this inquiry was collected through the use of a questionnaire survey, which was conducted utilizing an appropriate non-probability sampling technique. There were a total of 175 responses collected from a sample size of 200 questionnaires in a period of time that was less than thirty days. Based on the findings of the research, it can be concluded that the chance of customers making purchases is considerably and favorably influenced by ads as well as their opinions of the brand. Individuals have a positive reaction to the brand image when it is presented to them. According to the findings of a survey that was carried out, the younger population of Gujranwala has a greater awareness of their social position and a keen interest in purchasing branded goods. Following the realization that the younger generation in Gujranwala had a preference for branded products, this finding was eventually realized. It has been demonstrated that advertising has a favorable impact on the purchasing decisions of customers. The final essay included a discussion of the limitations that were imposed on the research, an assessment of the findings, and suggestions for additional research to be conducted in the future.

Keywords: company image Promotion Consumer Purchase Patterns