FEEL GOOD ADVERTISING AND ITS EFFECT ON CONSUMER REPEAT PURCHASE BEHAVIOUR A STUDY OF DE-UNITED INDUSTRIES LTD MAKERS OF INDOMIE NOODLES

CHAPTER TWO

REVIEW OF LITERATURE

INTRODUCTION

Our focus in this chapter is to critically examine relevant literature that would assist in explaining the research problem and furthermore recognize the efforts of scholars who had previously contributed immensely to similar research. The chapter intends to deepen the understanding of the study and close the perceived gaps.

Precisely, the chapter will be considered in three sub-headings:

• Conceptual Framework
• Theoretical Framework
• Empirical framework

2.1 CONCEPTUAL FRAMEWORK

FEEL GOOD ADVERTISEMENT

Advertising appeal refers to packaging products, services, organizations, or individuals in a variety of ways that clearly deliver a certain benefit, stimulation, identification, or reason to explain what consumers are thinking about and why they buy products (Kotler, 1991). Berkman and Gilson (1987) defined advertising appeal as an attempt at creativity that inspires consumers’ motives for purchase and affects consumers’ attitude towards a specific product or service. Schiffman and Kanuk (2007) defined advertising appeal as suppliers’ application of a psychologically motivating power to arouse consumers’desire and action for buying while sending broadcasting signals to change receivers’ concepts of the product. Hence, advertising appeal is applied to attract the consumers’ attention, to change the consumers’ concept of the product, and to affect them emotionally about a specific product or service (Belch and Belch, 1998; Schiffman and Kanuk, 2007). To meet the varying demands of their target consumers, advertisers commonly use rational appeal and emotional appeal in their advertising in an attempt to influence consumer behavior (Chu, 1996). By rational advertising appeal, the product can be emphasized by its benefits, in which the consumers’ self-benefit is the key proposition, and the function or benefit requested by consumers of the product or service is articulately presented in advertising. On the other hand, emotional advertising appeal places stress on meeting consumers’ psychological, social, or symbolic requirements, where many purchase motives come from. Kotler (1991) defined rational appeal as rationally oriented purchase stimulated by directly giving explanations of a product’s advantages. Rational appeal focuses on the benefits consumers may enjoy. In an advertisement, it emphasize that a product or service could achieve the function and benefits consumers desire. He defined emotional appeal as the stimulation of consumers’ purchase intentions by arousing their positive or negative emotions. Positive emotional appeal covers humor, love, happiness, etc, while negative emotional appeal involves fear, a sense of guilt, and so on. Attitude is an essential concept in psychology, but it is also widely applied in the social sciences and marketing. Fishbein and Ajzen (1975) defined attitude as a learning orientation based on which a state of constant like or dislike is generated towards a certain object. Kotler (1991) suggested that attitude refers to an individual’s long-lasting perceived evaluation of like, dislike, emotional feelings, and action intention towards an object or idea. Schiffman and Kanuk (2007) stated that attitudes are a psychological tendency accrued from learning and a continual evaluation towards a subject. Lin (2008) defined advertising attitude as a continuously reactive orientation learned from a certain object. Such an orientation represents an individual’s personal standards such as like and dislike, and right and wrong. The attitude held by consumers caused by advertising can be classified into two components: cognition and affection. Cognition and affection stand for thinking and feeling, respectively (Vakratsas and Ambler, 1999). Allport (1935) pointed out that the difference between the two components lies in that cognition stands for an individual evaluation towards external stimulation, while affection reflects an individual’s internal feelings. According to Belch and Belch (1998), advertising appeal is applied to attract consumers’ attention. Advertising appeal aims at influencing consumers’ attitude and emotions about a related product or service. It is classified into rational and emotional appeals (Chu, 1996; Belch and Belch, 1998).

ADVERTISING: AN OVERVIEW

“Advertising presents the most persuasive selling message to the right prospects for a product or service at the least possible cost.” In The UK Institute of Practitioners in Advertising (adapted from Dogudje 2009). “Advertise or die” were the words of Kankarofi, the APCON Registrar in a paper he recently presented on Options for Corporate Survival: a seminar organized in Lagos by the Nigeria South Africa Chamber of Commerce. He emphasized on the need for corporate/business organizations to sufficiently appreciate the place of advertisement in the survival of their business. In the words of Kaufman (1980:3), “advertising is not chemistry, with rules and laws that, if followed with reasonable precision, will lead to predictable results every time. Advertising is not a panacea that can restore a poor product or rejuvenate a declining market; it is not a substitute for sound business judgment nor is advertising merely the words and pictures that appear in newspapers and magazines, on billboards and on television screens. These are the means or the media that advertising uses to communicate its information about products, 21 services, and ideas to people: information designed to persuade them make buying or action decisions. Advertising is the art and business of persuasive communication”. Nwaizugbo (2004:181) defines advertising as a process of presenting a product or idea to a person or group of persons, some openly sponsored message (oral or visual) about a product or seller. This message which is being presented is known as advertising. Jefkins (1985:3) submitted that advertising is the means by which we make known what we have to sell or what we want to buy. In other words, the British Code of Advertising Practice (as adapted from Dogudge, Aug. 2009 APCON Seminar), defines advertising as a paid-for communication addressed to the public or a section of it, the purpose of which is to influence the opinions or behavior of those to whom it is addressed. Whereas, Kotler & Armstrong (2007:426) see advertising as any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. To Anyacho (2007:6), advertising is a form of communication through the media about products, services, ideas paid for by an identified sponsor. Wright, Winter & Zeigler (1983:8) see advertising as a powerful communication force and a vital marketing tool, helping to sell goods, services, images and ideas (or ideals) through channels of information and persuasion. By this definition, it’s noteworthy that advertising never sells products but helps to sell products. Above all, the American Marketing Association (AMA) recommends this definition:- Advertising is any paid form of non-personal presentation and promotion of ideas, goods, and services by an identified sponsor. In this definition, the following phrases were further explained.

Paid Form:

When products or services are mentioned favorably in the media, the item appears because it is presumed to provide information or entertainment for the audience. This is called publicity, and no payment is made by the benefited organization. Advertising on the other hand is published or broadcast because the advertiser has purchased time or space to tell the story of a certain product or service.

Non-personal:

Personal selling takes place when a personal face-to-face presentation is made. Although advertising complements or substitutes for personal selling, it is done in a non-personal manner through intermediaries or the media. Ideas, Goods and Services: From this phrase, it’s obvious that advertising is not all about promotion of tangible goods as other service providing organizations such as banks, Insurance companies, Airlines etc also advertise as aggressively as do other manufacturers of tangible goods. An Identified Sponsor: This phrase states that advertising must disclose or identify the source of opinions and ideas it presents.

ADVERTISING FUNCTIONS

Information:

the role of advertising here is to communicate to consumers, the existence of goods and services. It tells consumers about what goods and services are available and in what locations they can be purchased and sometimes at what price. In playing the informational role, advertisement highlights the special physical and quality attributes of available goods to satisfy consumer needs.

Reminding:

Advertising is intended to keep a brand’s name in the memory of consumers. When a need arises that is related to the advertised product, past advertising impact makes it possible for the advertiser’s brand to come to the consumer’s mind as a purchase candidate. An advertisement created to do this is referred to as Reminder Advertisement.

Persuading:

Effective advertising persuades customers to try advertised products or services. Often times, the persuasion may take the form of influencing primary demand i.e. creating demand for an entire product category.

Adding value:

Given that there are three major ways a company can add value to its offerings, viz: Innovation, quality improvement and alteration of consumer perceptions; advertising adds value to brands by influencing consumers’ perceptions. Effective advertising causes brand to be viewed as more elegant, more stylish, more prestigious and probably superior to competitors’ offerings.

Assisting other company efforts:

Advertising can be viewed as one member of the marketing communications tools. Terence (2000:264) puts it this way, “Advertising is at times a scorer that accomplishes goals itself. At other times, advertising’s primary role is as an assister that facilitates other company efforts in the marketing communications process”. While also playing this role, advertising is seen as assisting the effort of sales representative in that it tries to pre-sell the company’s product and provides salespeople with valuable introductions prior to their personal contact with prospective customers.

To complement Terence’s view, Anyacho (2007:8) adds the following as part of advertising functions:

Education:

Advertising creates knowledge about a wide range of products usage and the alternatives available and offers the right of choice.

Economic:

Advertising stimulates commerce and industries. By promoting consumption, demand is created and with more demands, the factory produces more, thus; resulting into high domestic product, creation of wealth and employment.

Social:

Advertisements that call people’s attention to good environment, cleanliness, good health, disease prevention etc are performing social functions.

PURPOSE OF ADVERTISING

Nwaizugbo (2004:182) identifies the following as the purposes for which advertising is based.

• It promotes product and organization
• It stimulates primary and secondary demand for the advertised product
• It is used to offset or counter the competitor’s advertising
• It helps to make the work of sales persons more effective
• It is used to increase the uses of a product
• It helps to remind and reinforce customer’s interest in a product or in an institution or idea
• It also can be used to reduce fluctuations in product sales.

TYPES OF ADVERTISING

Print Advertising:-

All forms of copy work including non-audio visuals such as newspapers, magazines, posters, calendars etc. This form of advertising can further be grouped into:  Display Advertisement: This is the larger and dominant type of advertising having illustrations blended with copy to create attract  Classified Advertisement: These are small advertisements usually grouped according to their contents. They are mainly personal announcements paid for by individuals. Examples are; change of names, individual-based offers and bids.

Audio-Visual (Broadcast) Advertising:

this refers to the advertising broadcast in radio and television, as well as emerging media like the internet. This form of advertising appeals to the sense of hearing and sight. Examples are; radio jingles and spot announcements.

CLASSIFICATION OF ADVERTISING

Classification by Target Audience:

the originator of this class of advertising is mainly the producer who produces a product or service for profit. This class of advertising can take the following forms:

1. Consumer advertising: this occurs when the producer tries to reach and influence through the advertising mediums.
2. Trade advertising: Producers can direct consumer goods towards retailers and wholesalers. In this form, the producer seeks the attention and patronage of supermarkets, hardware stores, specialty stores and small business people. The intent of this form of advertising is for those outlets to stock and promote the sale of a particular brand. Users are expected to make purchase from these outlets. The product could be promoted under the stores brand name.
3. Public Relations Advertising (Institutional advertising): Producers sometimes use advertising to promote their public relations objectives.

Classification by media type:

Classification of advertising according to exposure channels may take any of the following forms.

1. Print Advertising: these comprise newspapers, magazines, books, pamphlets, leaflets, posters etc.
2. Broadcast: include radio, television/satellite/cable and home video
3. Out-of-home Advertising: uses signs, billboards, transit (train, buses, sales van), point of sale materials, mobile megaphone messages etc.

Classification by Geographical Area:

this encompasses the following:

1. International Advertising: this refers to advertising designed to reach several countries and societies. As the concept of world market is becoming interesting to producers, products made in one country find themselves in other countries and advertising is seen to be serving this purpose. Media used here are cable networks, satellite television, international newspapers and magazines, the internet etc. b) National Advertising: this has the aim of reaching out to the audience all over a country. When a product is designed to be marketed throughout the nation, advertising follows. Media used are national television and radio networks, newspapers, magazines, direct mail, billboards etc.
2. Regional Advertising: this is advertising intended for specific zones within a country. It is suitable for marketing products confined to specific parts of the country. A typical example of such product is the Dudu Osun Soap which is sold in the Southwestern part of the country.
3. Local Advertising: this form of advertising is intended for the marketing of products or services within a local environment. It is best suitable for supermarkets, retail shops, food stores etc. Local advertising informs the target audience about where to purchase the goods advertised. This is also called retail advertising. Most common media used are directional signs, signboards, billboards, local newspapers, and local radio stations.

e) Travel Advertising: this is tourism-related advertising. It enables organizations to reach out to international audience to sell holiday services available. The essence is to make international travelers patronize the resorts centre anytime they visit the country where they are located.

ADVERTISING PLANS

It’s often said that, “failing to plan is planning to fail”. A soccer team which approaches a football competition without a game plan will definitely play in the same spontaneous fashion and may succumb to pressure from its opponent. So it is with advertising. For a firm to enter the advertising game, it must have a clear plan in mind. An advertising plan is that which proposes strategies for targeting the audience presenting the advertising message and implementing media. It matches the right audience to the right message and presents it in the right medium to reach that audience. It also aids in evaluating a brand’s history and as well proposes the level and objectives of an advertisement. To put an advertising plan into action, Terence (2000:305) has identified three necessary steps.

1. Careful evaluation of customer behavior in relation to the brand. 2. Detailed evaluation of the competition 3. A coordinated effort to tie to the proposed advertising program to the brand’s overall marketing strategy.

ADVERTISING STRATEGY

This is an action plan that guides the Advertiser towards accomplishing the advertising objectives. An advertising strategy according to Ehikwe (2006:160) is required to determine the specific marketing tasks that advertising will have to perform in the sale of a product. Advertising strategy is what the advertiser says about the brand being advertised. Advertising strategy however, involves four major activities as identified by Terence (2000:266).

1. Objective setting

2. Budgeting

3. Message strategy and

4. Media Strategy

SETTING THE OBJECTIVE:

Advertising objectives are the desired goals expected of advertising efforts. These goals are based on the current or anticipated competitive situation in the product category and the problems that the brand must confront or the opportunities that are available for it to seek. Objectives provide the foundation upon which every advertising decision is channeled. The necessity for setting advertising objectives arises for the following reasons:

1. Advertising objectives are an expression of management consensus. In the course of setting objectives, top management personnel agree on the duration for the advertisement, as well as the task it is to be accomplished for a specific brand.
2. Objectives setting guide the budgeting, message and media aspects of the brand. This means that how much money to be spent, kinds of advertising message and choice of media are all determined by the set objectives.
3. Advertising objectives provide standards against which results can be measured. Good objectives set precise, quantitative yardsticks of what advertising hopes to accomplish. Subsequent results can be compared with these standards to determine whether the advertising accomplished what it was intended to do.

BUDGETING FOR ADVERTISING

The advertising budget is a simple explanation of the monetary involvements in the accomplishing of advertising plans and objectives. It is a translation of advertising plans into the financial statement of costs – Ehikwe (2006:92). The cost of advertising refers to the how much the company is prepared to spend on advertising in a particular year. This is the budget for advertising, which of course should be a proportion of the total budget for promotion. – Nwaizugbo (2004:190). In determining the advertising budgets, the following methods may be applicable as adapted from Terrence (2000:287)

1. Affordable Method: In this method, what the company can afford is a determinant of the advertising budget. For some companies, after they have budgeted for everything, the 31 remaining fund is channeled to advertising. At this point, that particular fund available is what they can afford. However, only companies that have less regard for advertising can practice this method. The question may now arise; what will be the place of advertising if after budgeting for everything, nothing is left? The answer becomes the weakness inherent in this method.
2. Share-of-market/Share-of-voice/Market forces method: This is an attempt to link advertising budget with sales objectives. It holds that a company’s best chance of maintaining its share of the market is to keep a share of advertising (voice) somewhat ahead of its market share. However, this method is commonly used to introduce new product.
3. Percentage-of-sales budgeting: in this method, a company establishes advertising budget as a fixed percentage of its sales revenue. Advertising budget is determined by allocating a percentage of last year’s sales, anticipated sales for next year, or a combination of the two.
4. The competitive parity: This method is also called the match-competitors method or budget by comparative analysis. This refers to setting advertising budget by basically following what the competitors are doing. The company tries to match the advert budget of its competitors. This method is criticized in that, a firm using this method will always be a follower in the market with minimum initiative, hence, if the leader firm fails as a result of little or no advertising, the follower firm also fails in the same manner.
5. Objective and task method: This method entails setting an advertising budget based on the role advertising is expected to play on a brand and the objective to be achieved. It considers advertising as a marketing tool to aid sales.

MESSAGE STRATEGY

In planning an advert, the first step is to identify the target audience i.e. who are you trying to reach? Thereafter, the next is, what do you want to say to them? This is called the advertising message. To answer this question, variables such as needs, motives, attitudes, values, demography etc are very relevant. In the words of Arens (2004:255), what the company plans to say in its ads and how it plans to say it, both verbally and non-verbally, make up the advertising message. It is the formulation of the advertising message that communicates the brand’s primary benefit or how it can solve the consumer’s problem. In formulating an advertising strategy therefore, the advertiser is required to undertake the following five-step program as submitted by Terence (2000:305)

1. Specify the key fact: The key fact in an advertising strategy is a single-minded statement from the consumer’s point of view that identifies why consumers are or not purchasing the brand or not giving it proper consideration.
2. State the primary marketing problem: this step is from the marketer’s point of view. The primary marketing problem here may be an image problem, a product perception problem or problem of competition.
3. State the communication objective: this is a statement of the intended effect of the advertising on the target market and how it should persuade consumers.
4. Implement the creative message strategy: this is the most important aspect of the advertising strategy. The creative message also known as the creative platform is summarized in a single statement called a positioning statement. A positioning statement is the key idea that encapsulates what the brand is intended to stand for in its target market’s mind and with consideration of how competitors have attempted to position their brands.
5. Establish Mandatory Requirements: This is the final stage in formulating a message strategy, which involves the mandatory requirements that must be included in an advert. In this case, the advertiser may be reminded to include her corporate slogan or logo.

MEDIA STRATEGY:

In planning media, strategic statement is very important, as it enables the analyzing of the logic and consistency of the overall media schedule that is recommended. A strategic statement should say what types of media will be used, as well as the rationale for the choice. The statement should start with a brief definition of the target market, outlining specific reach, frequency and continuity goals. The statement should also provide a budget breakdown of various types of media to be used over the campaign period.

REPEAT CONSUMER BEHAVIOR

According to a study, each time a consumer buys, he progresses through a buying cycle. A first time buyer will goes through five steps (Griffin, 2003)

x Becomes aware of the product

x Makes an initial investment

x Post purchase evaluation

x Decision to repurchase

x Repurchase

If they passed all of those steps, they will become repeated consumer. There are three factors that will turn repeat customers to become loyal consumers.

Operational Excellence ex.:

by giving customers reliable products at a competitive price and with minimum difficulty in purchasing. Customer Intimacy ex.: segmenting and targeting a market with exact precision and then customizing the offering to meet the demands of that niche. Product Leadership ex.: means giving the customer leading edge products and services (Griffin, 2003) .

The Psychological Factor of Consumer Decision

When purchasing products, or selecting services, there are five mental steps that are considered: (1) problem identification (2) information search (3) evaluation of alternatives (4) purchase; and (5) postpurchase evaluation (W. Mullins, C. Walker Jr., & W. Boyd Jr., 2008, p. 100). This when interpreted into consumer loyalty can be viewed as the steps on which consumers make a decision on whether to select a certain store when purchasing. First they identify which product to purchase (in traditional marketplace context, this could be whether they would purchase fish, meat, or other products), and then they would gather more data on the specified store, find alternatives, make the decision on purchasing on that specified store, and at the end make post-purchasing evaluation. If the consumer is happy and satisfied with the store, they will become a loyal consumer. When deciding whether to purchase or not, consumer usually search for further information relating with the brands and products availability in the market. To make this decision usually they refer to three factors: (1) Product factors; (2) Situational and; (3) Personal (W. Mullins, C. Walker Jr., & W. Boyd Jr., 2008, p. 101). This can be interpreted in consumer loyalty as the motivational factors when selecting a store. Product factors mean that whether the store has vast selection of product availability. Situational factors mean that whether the experience when shopping in that specified store is satisfying or the quality of the services of the patron is excellent. Personal factors mean the self-identification of the consumer in the stores by membership cards, and discounts.

Psychological, Personal, and Social Influences on Consumer Decision Consumers, although might have equal involvement with a product, they often purchase different brands and buy in different stores for varying reasons. Their actions are all influenced by psychological and personal characteristics (W. Mullins, C. Walker Jr., & W. Boyd Jr., 2008, pp. 110-115). When applied into consumer loyalty towards a specific store, we can see psychological and personal traits influenced consumer to make a purchase in a selected store. A store that is perceived as dirty, uncomfortable or having lack of service might deter consumer to become loyal. Also stores that are far located might be hard to get consumers loyalty if they do not have any added-value. Social influences are affecting consumers’ purchase decision, especially when the person is purchasing goods or services. The social influences factors include culture, subculture, social class, reference groups and family (W. Mullins, C. Walker Jr., & W. Boyd Jr., 2008, pp. 115-118). A consumer might become loyal to a specific store, as they are facing social and environment pressure to purchase goods in that particular store (example would be Moslem who are driven to purchase goods and services in a specific “Halal” stores, or a female Moslem who must cut their hair in a particular women salon).

CONSUMERS BUYING BEHAVIOR

Consumers buying behavior is focusing on how individuals make decisions to spend valuable resources (time, money and effort) on consumption related items. This includes what they buy, why they buy it, when they buy it, where they buy it, how often they buy it, how often they use it, how to evaluate it after the purchase and the impact of such evaluation in future and how they dispose of it. According to (Proctor et al, 2002), the principle aim of consumer buying behavior analysis is to explain why consumers act in a particular way under certain circumstances. Other author argues that, it’s important to marketers to recognize why and how individuals make their purchase decision. With this information, marketers are able to determine better strategic marketing decisions. They will be able to predict how consumers are likely to react to various informational and environment cues and to shape their marketing strategies accordingly once they have understood consumers behavior on purchasing. With no doubt, marketers who understand consumer behavior have great competitive advantages in the market place (Schiff man et al 2001).

The two authors (Schiff man et al 2001), in their book, mention two factors which are influencing the consumers for decision making; risk aversion and innovativeness. Risk aversion is a measure of how much consumers need to be certain and sure of what they are purchasing. Highly risk adverse consumers need to be very certain about what they are buying.

TYPES OF CONSUMER BEHAVIOUR

There are five types of consumer behaviour namely; dissonance reducing, habitual, variety seeking and complex buying behaviour as described below;

Dissonance reducing buying behavior

Dissonance reducing buying behavior occurs when the customer finds it difficult to differentiate among the brands. As a result, consumers may respond primarily to a relatively better price. After the purchase consumer might experience post purchase dissonance (after sales discomfort). This is the consumer behaviour displayed mostly by uninformed consumers (Kotler and Keller, 2006).

Habitual Buying Behavior

Habitual buying behavior is a consumer purchase decision where by the consumers’ level of involvement is low. This means that consumers don’t search much information among the available brands and they don’t find significant differences among the brands and buy the product without a high level of involvement. If the consumers keep buying the same brand over and over again, it becomes their habit (Kotler and Keller, 2006).

Variety Seeking Buying Behavior

In case of variety seeking buying behavior the level of consumer involvement is low, but consumers perceive significant differences among the brands. In variety seeking buying behavior, consumers very often switch from one brand to another (Kotler and Keller, 2006). This purchase decision is common among consumers who want to stay ahead of the latest fashion trends.

Complex Buying Behavior

Complex buying behavior can be defined when consumers are highly involved for making a purchase decision. Complex buying behavior calls for high level of involvement on the part of the consumer. In case of high involvement, consumers distinguish salient differences among the competing brands. Consumers’ are highly involved in case of expensive and highly self-expressive products (Kotler and Keller, 2009).

2.2 THEORETICAL FRAMEWORK

Psychological Theories

The essence of psychological theories (learning theories) lies in the fact that people learn from experience and the results of experience will modify their actions on future occasions. The importance of brand loyalty and repeat purchase makes learning theory more relevant in the field of marketing. Among the learning theories come stimulus response theories and cognitive theories.

Contributors of stimulus response theories include Purlon, Skinner Thorindike and Kotlew. According to them learning occurs as a person responds to some stimulus and is rewarded with need satisfaction for a correct response. They proved that most frequent and recent stimuli are remembered and responded. This approach is the basis of reported advertisements. The cognitive theory was propounded by Festinger mainly to explain certain post buying behavior According to it stimulation and want are conditioned by a consumer’s knowledge, his perception, beliefs and attitudes. The theory further states that even after a well thought out purchase the consumers undergo some sort of discomfort, fear or dissonance. This post decision anxiety is caused by ‘nice’ (cognitive dissonance) arising from doubts on the decisions taken. The consumers compare on the merits of the products bought with substitutes or start analyzing drawbacks of the product. Such customers require some reassurances from the seller stressing that the decision taken is wise one. Though the theory was developed to explain a ‘post decision’ phenomenon. Gestalt theory, coined by German Psychologist Christian Von Ehrenfels10 viewed personality as the result of the interaction between the person and the total environment and the two must be considered together as a patterned event. Consumers attempt to stabilize their psychological field by providing meaning to the surrounding world. Consumers strive to reduce conflict between themselves and their environments.

Purchase Intention Theory

The study was guided by the Purchase Intention Theory developed by (Warshaw, 2000). According to the purchase intention model theory, culture affects decisions of consumer on whether or not and what products to purchase. This means, consumers in a particular setting are likely to arrive at similar purchasing decisions which are different from consumers in other settings.

Theory of Reasoned Action

The Theory of Reasoned Action proposes a brand image–purchase decision relationship linking brand image of a product with the purchase decision or intention. Attitude of a consumer toward a particular brand is more likely to influence his or her decision or intention to purchase the product. In general, people are likely to purchase a product whose brand influences them the most (Castells, 2004).

Fishbein Attitude Theory

Fishbein Attitude Theory proposes that attitude toward an object (such as a product) is based on the summed set of beliefs about the object’s attributes weighted by the evaluation of attributes (Blackwell et al, 2011). A products attributes, characteristics and the way it is perceived by consumers is also known as the brand image or personality of the product.

Maslow’s Theory of Needs

Maslow’s Theory of Needs explains why people are driven by a particular need at a particular time. According to the theory, human needs are arranged in hierarchy, from the most pressing to the least pressing, in order of importance. When a person succeeds in satisfying an important need, he/she will try to satisfy the next important need. This theory explains how purchase decision is influenced by individual needs (Maslow, 1954).

2.3 EMPIRICAL FRAMEWORK

(Ahmed and Ashfaq, 2013) conducted a study to explain the impact of advertising on consumers’ buying behaviour on purchasing cosmetics products. The findings of the study showed that 41% of respondents were influenced by product quality, 39% were influenced by to persuasiveness of the advertisement while 20% were influenced by the information provided by the advertisement.

Another study conducted by ( Olomofe ,2010) on the factors which influence purchasing decision by Nigerian women with regard to cosmetics found that 54% were influenced by celebrity endorsements, 14% were influenced by the price of the product, 12% were influenced by the packaging of the product while 10% were influenced by the testimonials see in Television advertisements.

Another study conducted by (Kimathi, 2013) on factors that influence the purchase decision by Kenyan women when buying cosmetics and beauty products, about 44% of the total respondents said that their desire to buy product very much which they see in advertising, 36 % said they were influenced by the packaging of the product, 17% of respondents were influenced by product price while 3%were influenced by quantity.

Rehman et al (2014) in in his research on how advertising affects the buying behavior of consumers in Pakistan analyzed impact of advertisement on consumer buying behavior, and the results of correlation indicated that advertising is positively correlated with buying behavior at highest correlation of 0.414 or in other words consumer buying behavior is impacted by advertisement . (Rehman et al, 2014) found that advertisements provide consumers with the information they need about the advertised product which in turn becomes source of awareness when consumers discuss the information with their friends of families whereby these information tend to influence consumers on what they buy, how they buy, when they