Impact of Online Advertisement on User's Purchse Behavior: Empirical Study on Ready to Eat Meal in Islamabad

Abstract

The motive of this research is to find-out the effect of advertisement and brand-image on user purchase behavior in ready to eat meal industry, mainly emphasis of our research could be categorized as-to recognize the effect of advertisement on user purchase behavior in ready to eat meal industry and to recognize the effect of brand -image on user purchase behavior in ready to eat meal industry. To conduct this research deductive approach is being used. Hypotheses were made to conduct the research based on literature and past studies. Explanatory study is conducted, i.e. cause and effect relationship of dependent over independent has analyzed. Impact of advertisement and brand image on user purchase behavior in ready to eat meal industry has analyzed in this study. Convenience sampling technique of non-probability used in this research. 300 sample size was used for this research and convenience data sampling technique is being used. In this research two hypothesis were tested and five point Likert scale is used to collect the data from customers about their purchase behavior in ready to eat meal industry specifically. The data was analyzed with the use of SPSS software and hypothesis testing shows the acceptance of hypothesis. Research concludes that there is a moderate and positive impact of online advertisement and Brand image on user purchase behavior. This study provides the powerful insights about the usefulness and importance of brand image and advertisement on user purchase behavior in ready to eat meal industry. This provides a significant and realistic basis to highlight the importance of these two variables in making strategy to grab customers' attention toward themselves.