Role of Advertisement and Brand Image in Shaping Consumer Buying Behaviour

Abstract

Consumer buying behaviour is influenced by several factors, among which advertisement and brand image play an important role in shaping purchase decisions. The present study examines the impact of advertisement and brand image on consumer buying behaviour towards toilet soap in Kannur District. The study is based on primary data collected from 40 consumers using a structured questionnaire through the convenience sampling method. The collected data were analysed using percentage analysis, weighted mean analysis, ranking technique, Chi-square test, Mann–Whitney U test, Spearman's rank correlation, and multiple regression analysis.

The findings reveal that brand image is the most influential factor affecting consumer buying behaviour, while advertisement mainly creates product awareness. Brand image showed a strong positive and significant relationship with consumer buying behaviour, whereas advertisement did not have a significant independent effect. The study concludes that maintaining a strong brand image, consistent product quality, and informative advertisements can improve consumer trust, brand loyalty, and purchase decisions in the toilet soap market.