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008 211015s2021 th uu m rtt 0| a1eng
035 _a.b12374143
099 9 _aAIT RSPR no.SM-21-08
100 1 _aPaudel, Prabina
245 1 0 _aAssessing the relationship between advertisement and consumer buying behavior :
_ba case study of consumer of Coca-Cola in Kathmandu, Nepal
300 _a102 leaves :
_bill.
490 1 _aResearch studies project report ;
_vno. SM-21-08
500 _aA research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration
502 _aResearch Studies Project Report (M.B.A.) - Asian Institute of Technology, 2021
520 _aPurpose: 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 _aAdvertising
_xPsychological aspects
_vCase studies
650 0 _aConsumer behavior
_zNepal
_zKathmandu
650 0 _aAdvertising
_zNepal
_zKathmandu
700 1 _aRansom, Lakeesha K.,
_eChairperson
700 1 _aBadir, Yuosre,
_eExamination Committee
700 1 _aTocquer, Gerard A.,
_eExamination Committee
710 2 _aKing{u2019}s Scholarship,
_eScholarship Donor
810 2 _aAsian Institute of Technology.
_tResearch studies project report ;
_vno. SM-21-08
856 _3Full-Text
_uhttp://203.159.5.9/ait-thesis/detail.php?q=B15053
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