IMPACT OF ADVERTISEMENT ON CONSUMER CHOICE: A CASE OF SME AND CONSUMERS

Abstract

With some examples of advertisements we have print ads, radio and television commercials, infomercials, advertorials, and billboards and kiosks--both of which may be stagnant or interactive. All these communication means are very expensive for corporates. When a company faces a crisis, advertising is usually the first item that is cut from budgets in order to face that economic crisis. However we have to recognize the fact that advertising is the most accurate instrument in terms of carrying, evaluating a product. In this context and with the help of technology nowadays the product is presented in an aspect that stimulate and can only arouse the interest and attention of the audience to which it is addressed. The aim of this articles, is to highlight the impact of advertising on consumer choice with like case study, “LULU Hypermarket, The Avenue and Muscat Grand Mall” established in Al Ghubra, near to the area of Al khuwair and Bausher. SPSS was used to analysis the data, correlation analysis was used to know the relationship between LULU Hyper Market, Muscat Grand Mall and The Avenue’s advertisement and consumer exposure towards purchasing behavior. The result shows that there is a positive relationship between them and it is statistically significant.