Role of Advertisement in Consumer Behavior: Mediating Role of Price

Abstract

The study looks into the link how advertisement affects price and consumer behavior. Further to identify how price mediates the relation among advertisement and consumer behavior Prior studies have investigated the role of advertisement in consumer behavior and contribution of price in consumer behavior separately. Quantitative techniques and Survey methodology was used. Results of the study shows that advertisement can affect positively consumer behavior and hence can win a favorable consumer response. With the increase in advertisement more customers will be attracted and buy products and services Advertisement can also affect the price perception and hence advertisement also affects the consumer price sensitivity favorably. With the improved advertisement customers will be convinced to by a product and ignore the price. Price can also affect the consumer behavior. With the decrease in price consumer will tend to buy more products or services. Results also proved that price significantly mediates the advertisement effect in consumer behavior. This study will help to understand the business organizers pricing strategies which will support the advertisement message to grasp the attention of consumer and mold the consumer behavior favorably.