AI SearchAssessing the relationship between advertisement and consumer buying behavior : (Record no. 8879)
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| 005 - DATE AND TIME OF LATEST TRANSACTION | |
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| 035 ## - SYSTEM CONTROL NUMBER | |
| System control number | .b12374143 |
| 099 #9 - LOCAL FREE-TEXT CALL NUMBER (OCLC) | |
| Classification number | AIT RSPR no.SM-21-08 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Paudel, Prabina |
| 245 10 - TITLE STATEMENT | |
| Title | Assessing the relationship between advertisement and consumer buying behavior : |
| Remainder of title | a case study of consumer of Coca-Cola in Kathmandu, Nepal |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 102 leaves : |
| Other physical details | ill. |
| 490 1# - SERIES STATEMENT | |
| Series statement | Research studies project report ; |
| Volume/sequential designation | no. SM-21-08 |
| 500 ## - GENERAL NOTE | |
| General note | A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| 502 ## - DISSERTATION NOTE | |
| Dissertation note | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2021 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Purpose: The objective of this study is to assess the relationship between advertisement and consumer buying behavior, and to test how the Moderating variable celebrity endorsement and honest advertising influence the relation between the independent and dependent variable. Methodology: Collection of data was done through questionnaires. A total of 297 responses from the consumer of Coca-Cola in Kathmandu Nepal was used for this study. Multiple regression analysis was performed on the data. Findings: The results from the regression analysis indicate that outdoor, print, and online advertising assert a significantly positive influence on buying behavior of consumer. Further while showing the interaction between Moderating and independent variable out of 4 hypotheses developed during the research, 1 hypothesis is rejected i.e., print*celebrity endorsement. Positive relationship between celebrity endorsement on purchasing behavior of consumer was also found. Implications: This study provides a meaningful contribution to the advertising company for the Coca-Cola especially in Kathmandu, Nepal. Furthermore, Coca-Cola company, Bottlers Nepal and the advertising agency for Coca-Cola can use the findings to comprehend the relationship between the advertising media and purchasing behavior of consumer. Advertisers should choose the best media to broadcast their advertisement and to reach the target audience. Novelty: This research adds to the literature on different advertising media and on overall advertisement by examining the impact on purchasing behavior of consumer. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Advertising |
| General subdivision | Psychological aspects |
| Form subdivision | Case studies |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Consumer behavior |
| Geographic subdivision | Nepal |
| -- | Kathmandu |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Advertising |
| Geographic subdivision | Nepal |
| -- | Kathmandu |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Ransom, Lakeesha K., |
| Relator term | Chairperson |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Badir, Yuosre, |
| Relator term | Examination Committee |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Tocquer, Gerard A., |
| Relator term | Examination Committee |
| 710 2# - ADDED ENTRY--CORPORATE NAME | |
| Corporate name or jurisdiction name as entry element | King{u2019}s Scholarship, |
| Relator term | Scholarship Donor |
| 810 2# - SERIES ADDED ENTRY--CORPORATE NAME | |
| Corporate name or jurisdiction name as entry element | Asian Institute of Technology. |
| Title of a work | Research studies project report ; |
| Volume/sequential designation | no. SM-21-08 |
| 856 ## - ELECTRONIC LOCATION AND ACCESS | |
| Materials specified | Full-Text |
| Uniform Resource Identifier | <a href="http://203.159.5.9/ait-thesis/detail.php?q=B15053">http://203.159.5.9/ait-thesis/detail.php?q=B15053</a> |
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| Withdrawn status | Lost status | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Total checkouts | Full call number | Date last seen | Price effective from | Koha item type | Cost, normal purchase price | Barcode | Copy number |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | Archives | 17/08/2026 | AIT RSPR no.SM-21-08 | 17/08/2026 | 17/08/2026 | 67-Electronic Resource | |||||||
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | AIT Publications | 17/08/2026 | AIT RSPR no.SM-21-08 | 17/08/2026 | 17/08/2026 | 20-AIT Publication | 50.00 | 30050121073224 | 1 | ||||
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | AIT Publications | 17/08/2026 | AIT RSPR no.SM-21-08 | 17/08/2026 | 17/08/2026 | 20-AIT Publication | 50.00 | 30050121073216 | 2 | ||||
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | Archives | 17/08/2026 | AIT RSPR no.SM-21-08 | 17/08/2026 | 17/08/2026 | 40-Archives | 30050211012777 | 1 |