IMPACT OF BILLBOARD ADVERTISING ON CONSUMER BUYING BEHAVIOUR

Abstract

Purpose: The current research work aims at understanding whether billboard advertising has been a successful advertising medium for designer lawn brands in Pakistan or not. For this purpose, the researcher has used a mixed research methodology and selected a sample of 200 individuals on simple random sampling basis. The selected sample belonged to four different age groups and showed inclination towards agreeing with the fact that, billboards of designer lawn brands in Pakistan do increase their knowledge about latest lawn designs, colors and trends. On the other hand, it was also found that billboards play an influential role on determining the consumer behavior and purchase intends towards the advertised designer lawn brand. Methodology: The numerical figures and statistics are used in the quantitative research and they are considered to be the accurate and realistic because they are made in a deductive manner. Numeric data is accurate and for the assessment of the hypothesis and research questions it is available therefore the same method is followed in this research in order to get more accurate results in relation with this research. For the purpose of data collection, questionnaires are being used to find to take the opinion from the target sample. Findings: It is found that the aspects in relation with the billboard advertising are significant and affecting the consumer behavior towards designer lawn perceptions and purchase to a significant extant. The result shows us that the cultural, financial and societal norms are putting a deep impact on consumer’s behavior towards the designer lawn collection. Recommendations: For future implications, we have to keep different aspects like content of billboard, images, graphics, and societal values should be taken in larger consideration while creating a billboard advertisement for a mass target audience.