Abstract:
The purpose of this study is to examine the consumer decision process and its Determinants, explore the concept and usage of humor in advertising to find its impacts on consumer’s purchase decision. The approach that will be used is Quantitative Data method by: “self administered questionnaires”, the research is aimed to find out Pakistani consumer’s buying behavior In Telecom market and other areas also regarding their attraction towards humorous advertisements and checking out whether they make buying decision or not after watching such advertisements so Ufone is the company which i have chosen. The theoretical framework will gather data from articles, books and previous researches. It explains the process of purchase decision making, consumer buying behavior, consumer attitudes and to present the classification of humor, effects of humor and appropriate product types. Research method includes Quantitative method which includes use of software like SPSS AND MS EXCEL and most importantly “market research survey”. This thesis will seek upon humorous adverti sing as animpact on consumer’s recall when accompanied by aligning campaign and product placement.Humor has relatively impact on encouraging repurchases but appropriate for building br and’s image and gain consumer’s fondness especially in Pakistan. The findings of the study show that the Ufone’s humorous advertising is helpful in attracting customers because, the advertisements not only contain humor but at the same time they also provide a message for its consume rs in one or the other way, so through research we found out that humorous advertising really influences customers and as a result they purchase Ufone service and this also increases Ufone sales and revenue thus increasing Ufone RPI index.
