Abstract:
Aim of study: The aim of this study is to find out the impact of advertisement and brand
image on consumer buying behavior in home furniture industry, main focus ofthis study can
be classified as, to identify the impact of advertisement on consumer buying behavior in
home furniture industry and to identify the impact of brand image on consumer buying
behavior in home furniture industry.
Research methodology: 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 consumer buying
behavior in home furniture industry has analyzed in this study. Convenience sampling is
technique of non-probability used in this research. 300 sample size was used for this research
and data was collected on the basis of convenience.
Research findings: In this research two hypothesis were made to collect the data from the
customers about their buying behavior in home furniture industry specifically. The data was
analyzed with the use of SPSS software and hypothesis testing shows the acceptance of
hypothesis. This shows thatthere is a significant impact of brand image and advertisement on
buying behavior.
Research implications: This study provides the powerful insights about the usefulness and
importance of brand image and advertisement on customer buying behavior in home
furniture industry. This provides a significant and realistic basis to highlight the importance
ofthese two variables in making strategy to grab customers’ attention toward themselves.
