Analyzing Consumers Buying Behavior through Nestle` Television Advertisements Approach

Abstract

This study analyzed the consumers' buying behavior in Pakistan through Nestle Pakistan's limited advertisements approach. To get a competitive advantage, most of the brands use a different approach to motivate consumers or to change the consumers' buying behavior. Nestle Pakistan is using a multidimensional approach to motivate consumers and using television advertisements to change consumers' buying behavior. Strategic approach towards advertisements by brands, and the changing consumer behavior with the advancement in medium, socio-economic factors involved, and in a cut-throat industrial environment to convene consumers by companies are increasing, hence the need for the study. A survey research design was used and a structured questionnaire was developed to investigate the issue. Multiple regression techniques were applied to test the hypotheses.  The results showed that awareness of consumers about the brand; emotional content and demographic factors have a significant and positive relationship with the consumers' buying behavior. The variables for this study brand awareness, environmental response, and emotional response towards the brand are statistically significant and have a positive relationship with consumers buying behavior. Consumption patterns and buying behavior of consumers towards products or services must be considered by the advertising companies during developing advertising strategies, as this study's results recommended, and also consistent with the literature. The emotional and environmental aspects of advertisements must be focused on because the consumer’s patronage is provoked by these factors, the study noted.