DETERMINANTS AND ANTECEDENTS OF BUYING ATTITUDES TOWARDS ONLINE ADVERTISEMENT OF BEVERAGE INDUSTRY IN PAKISTAN

Abstract

Purpose: This research work has been accompanied with an aim to determine the impact of buying attitude of consumer toward online advertising process of beverage industry in Pakistan focusing on different components of advertising process. Research Methodology: This research study is descriptive in nature because in this study primary data has approached to determine the impact of online advertisement process on consumer buying behavior in beverage industry in Pakistan. This research study is primary in nature because this study employed primary research approach. The targeted population of current research study is consumers of beverages residing in Karachi city. This research study employed non-probabilistic sampling technique to get sufficient number of responses on designed sample size. The sample size of current study is around 384. This study used survey technique to collect responses. This study used questionnaire as a data collection instrument to get responses on different questions incorporated within the body of questionnaire. The statistical technique employed during the study is multivariate regression model. Findings of the Research: The results of study reveal that there is significant and positive impact of product information, social integration, institutional composition and technical composition on consumer’s buying behavior in beverage industry in Pakistan. It is also evident that the impact of social integration and technical composition is more significant in comparison of other components. Practical Implications: This study provided with useful information to selected components with their relative importance to enhance the quality of advertisement process in sales development process of beverage industries.