Abstract:
Purpose: The objective ofthe current research study is to examine the role of ad truthfulness,
ad meaningfulness and ad novelty in determination of consumer buying behavior in financial
services sector focusing on the Karachi city. The study selected ad truthfulness, ad
meaningfulness and ad novelty as independent variable while consumer buying behavior as
dependent variable.
Methodology & Design: This research study has adopted with quantitative research approach.
The study selected with the primary type of the research data and applied with causal
relationship base assessment ofthe constructed model to explain the impact of ad truthfulness,
ad meaningfulness and ad novelty in determination of consumer buying behavior in case of
financial servicess sector in Pakistan. The population under target of the current study is
residing in Karachi city and have direct or indirect exposure to creative ads. The study uses
with the Likert scale-based questionnaire for data collection with input of demographic
questions. The present research study uses with the non-probability sampling technique like
sampling technique to get with the required number ofresponses i.e. 384 sample
size. The current study uses with the survey-based approach for data collection. It is added
with the graphical presentation of demographics along with the use of correlation-based
assessment ofthe data.
convenience
Findings: The results ofthe study revealed that overall model is significant at 5 percent level
of significance with significance value of 0.000 and observed with R-square value of 39.1
percent. The significance value of Ad truthfulness, Ad meaningfulness and Ad novelty
observed 0.000, 0.000 and 0.000 respectively. The relative value ofAd truthfulness/ observed
higher as compare to others followed by Ad novelty and Ad meaningfulness
Limitations: Time, Financial factor, human resource factor and knowledge to research
techniques observed as limitations.
Recommendations: To improve input of findings of study to build up customer’s purchase
habit
