Understanding Consumers Buying Behaviour Analyzing Nestle's Television Advertising Strategies

Abstract

This study examined Pakistani customers' purchasing habits using Nestle Pakistan's strategy of distributing a few commercials. The majority of businesses employ a variety of strategies to influence or drive consumers to gain a competitive edge. The study aims to investigate the consumer purchasing behavior influenced due to Television advertising. To study the problem, a structured questionnaire was created and a survey research design was applied. Altogether, 320 survey questionnaires based on 5 5-point Likert scale were delivered and collected from the urban areas of Rawalpindi and Islamabad. A regression model was applied. The findings demonstrated that brand awareness, emotional content, and demographics all significantly and favorably influence customers' purchasing decisions. Brand awareness, environmental response, and emotional response to the brand are the study's three statistically significant factors, and they all positively correlate with customers' purchasing decisions. The findings of this study suggest that advertising businesses should take customer consumption patterns and purchasing behavior into account when creating their advertising strategy. According to the study, the emotional and environmental aspects of advertising are crucial to pay attention to because they influence consumers' purchasing decisions.

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