IMPACT OF CREATIVE ADS ON CONSUMER BUYING BEHAVIOR

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