“EFFECTS OF ADVERTISING STRATEGIES ON CONSUMER BUYING BEHAVIOR IN

ZARK’S BURGER”
An Academic Research
Submitted to
The Senior High Division
Our Lady of the Sacred Heart School

In Partial Fulfillment
of the Requirements for the Subject
PRACTICAL RESEARCH 2

Researchers:
Casing, Francine Abigail R.
Montes, Gemma Rose R.
Ebora, Princess Kayel
 CHAPTER 1
INTRODUCTION

I. Background of the Study

Zark’s Burger is a popular homegrown joint that serves American comfort

food, especially huge, greasy burgers – and no other joint can beat them in freshness,
size and taste.What sets Zark’s apart from other places is their constant dedication to
innovation and freshness. The patties are all made and grilled from scratch. Aside from
the classic cheeseburger and mushroom burger, Zark’s menu contains over-the-top
burgers that sound like the toothsome results of some crazy science experiments. A lot
of them have dizzying, intriguing descriptions, making it hard to pick the best burger to
spoil yourself with.
In the past researches the researchers found out that Advertisements plays a
very crucial role to promote businesses goods and services and also Advertisement has
a significant influence on consumer buying behavior.
In this study, the researchers will identify the most effective advertising
strategy on buying behavior of the consumers in Zark’s Burger.

II. STATEMENT OF THE PROBLEM

The study focused on determining the most effective advertising strategy that

affects the consumer buying behavior.

Companies use various mediums to convey their product message through

advertisements mediums such as television, internet, newspapers, billboards,

magazines but television ads are more effective than others, because in Philippines

mostly people utilize this medium. As, Organizations spend heavy budget on their

promotion strategies to attract the consumers and to influence their buying behavior.

But, sometimes advertisement fails to convince consumers and do not persuade their

purchase intentions due to its non effectiveness.Ultimately ,consumers do not pull

towards add environment and unable to produce emotional feelings essential to change

their purchase intentions.

Specifically, this study sought to answer the following question:

1.) What is the most effective advertising strategy that affects the consumer buying

behavior?

III. SIGNIFICANCE OF THE STUDY

This study aims to know theeffective advertising strategy that affects the

buying behavior of the consumer.

The findings of this study would serve a benefit to the marketers in

understanding The Effects of Advertising Strategies on Consumer Buying Behavior with

reference to Zark’s Burger and ways to increase their sales.

IV. Scope and Delimitation

The study is focused mainly on Zarks’s Burger . The research sample is

composed of 20 and above consumers and the understanding of The Effects of

Advertising Strategies on Consumer Buying Behavior with reference to Consumer in

Zark’s Burger.

The primary data gathering method used was survey to determine the most

effective advertising on consumer buying behavior.

V. Definition of terms

Advertisement- Advertising is a means of communication with the users of a product or

service. Advertisements are messages paid for by those who send them and are

intended to inform or influence people who receive them, as defined by the Advertising

Association of the UK.

Consumer buying behavior - is the sum total of a consumer's attitudes, preferences,

intentions, and decisions regarding the consumer's behavior in the marketplace when

purchasing a product or service. The study of consumer behavior draws upon social

science disciplines of anthropology, psychology, sociology, and economics.

Advertising strategy - can be defined as a blueprint to help sell a given product to

consumers. There are almost as many different advertising strategies are there are

products to advertise, and each company follows its own unique strategy plans.

Consumer - is one that buys good for consumption and not for resale and commercial

purpose. The consumer is an individual who pays some amount of money or the thing

required to consume goods and services. As such, consumers play a vital role in the

economic system of a nation.

 CHAPTER II

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter discusses and reviews similar or related researches and literature

published by other Author’s articles, books, journals, reports and previous dissertations

related to the topic in question and its variables in order to give an insight into the study

as well as expressing the need for this study.

1.1 Consumer buying behaviour refers to the methods involved when individuals or

groups choose, buy, utilize or dispose of products, services, concepts or experiences to

suit their needs and desires (Solomon, 1995). A behaviour that consumers display in

searching for, paying for, using, evaluating and disposing of products and services that

they think will satisfy their needs (Schiffman & Kanuk, 2007). It is a convergence of

three fields of social science, they are, individual psychology, societal psychology and

cultural anthropology (Ramachander, 1988). A theory that answers what, why, how,

when and where an individual makes purchase (Green, 1992); it is particularly important

to study the subject of consumer buying behaviour as it facilitate firms to plan and

execute superior business strategies (Khaniwale, 2015). Consumer buying behaviour

refers to the methods involved when individuals or groups choose, buy, utilize or

dispose of products, services, concepts or experiences to suit their needs and desires

(Solomon, 1995). A behaviour that consumers display in searching for, paying for,

using, evaluating and disposing of products and services that they think will satisfy their

needs (Schiffman & Kanuk, 2007). It is a convergence of three fields of social science,

they are, individual psychology, societal psychology and cultural anthropology

(Ramachander, 1988). A theory that answers what, why, how, when and where an
individual makes purchase (Green, 1992); it is particularly important to study the subject

of consumer buying behaviour as it facilitate firms to plan and execute superior

business strategies (Khaniwale, 2015). Nowadays, people have access to the endless

supply of advertisements. However, they fancy something new, entertaining and

something that can grab their attention. Boring advertising will not sustain in consumers’

minds long enough. Therefore, entertainment has been termed as a significant

advertising strategy for increasing advertising effectiveness and imploring them to make

a purchase (Madden & Weinberger, 1982). Advertising spending also creates positive

impression about a brand in the minds of the consumers. Aaker and Jacobson (1994)

also find a positive relationship between advertising and perceived quality. Hence,

advertising spending is positively related to perceived quality, which leads to greater

amount of purchase from that brand as consumers generally prefer to purchase from a

well know brand in order to avoid disappointments over quality. As mentioned earlier,

consumer buying pattern is directly evolved from the consumer behavior and its attitude.

Many things combine to build up the behavior of any individual. The first thing which

influences the consumer behavior and shapes it is his culture. Culture builds the strong

perceptions of the products in the mind of the customers (hye-Shin Kim, 2008).

According to Rai, 2013, there are several national and international brands which

people recognized and have strong perception in their minds. These perceptions are

pinched in their mind because of their culture, life styles and surroundings. Also

advertisements have very important role in shaping the consumer behavior.

Advertisements are the source of motivation which forces them to buy a particular

product. Advertisements are also a source of building trust. Consumer is induced

significantly if he is looking for the quality and prices of the products. Purchase attitude

can also be build up by product evaluation and brand recognition (Rai, 2013).

1.2 Advertisement and factors influencing:

Advertisement is an attempt at creativity which influences the consumer’s motive to buy

a particular product and change or make the perception of the product in the mind of the

consumers. Advertisement appeal act as a supplier to arouse the psychological motive

of the consumer for buying. Advertisement involves rational and emotional appeals. In

rational appeals the product can be emphasized mainly on its benefits and the problems

which it can solve while on the other hand emotional appeal meet the consumer’s

psychological, emotional and social requirements (GUNJAN BAHETI, 2012).Rafique et

al, 2012 argued that advertisement is a way to communicate with the audience. They

believed that culture highly influence the buying behaviors of the people because every

person has different wants and trends according to their life styles. Thus if we say that

advertisement is like a magic than it will not be false because advertisement actually

changes the needs and wants of the people and sometimes it creates the need among

the people (Yasir Rafique, 2012). People are highly affected by the advertisements and

organizations are trying to target the masses of the people. Organizations are using

above the line and below the line techniques of the advertisement which fit best with

their products. Researchers have found that media advertisement are most popular

advertisements and people like television ads, so it is a suitable medium to advertise

products like cosmetics and FMCG.Advertisement is directly linked with the sales of the

products (Abiodun, 2011). Through advertisements customer behavior shaped and they

motivate to buy such products. Researchers found that repetition in the advertisement
hit the mind of the customers which also help them to remember that product and

purchase repeatedly (Pope, 2009).Among these media, advertising is the one that has

lasting impact on viewers mind, since its exposure is much broader (Katke, 2007).

Advertising is the main source of communication tool between the producer and the

consumer. Advertising is a subset of promotion mix and is one of the 4ps in the

marketing mix which comprise product, price, place and promotion Advertising is a

promotion strategy which serves as a major tool in creating product awareness in the

mind of the consumer to take purchasing decision. Advertising, sales promotion and

public relations are mass communications tools used by marketers. Advertising through

mass media influences audience, but television has mass reach and is the strongest

medium of advertising. Advertising can influence the attitude of individual behavior, life

style in the long run as well as the culture of the country (Latif & Abideen, 2011).

Advertising has the potential to contribute to brand choice of consumers (Latif &

Abideen, 2011). It impacts on consumer behavior. Advertising impact on brands change

frequently in peoples memory. Brand memories consist of those associations that are

related to brand name in consumer’s mind. These brand cognition influence

consideration, evaluation and final purchase (Romaniuk & Sharp,2003). Advertising is

the way to pursue consumer’s selection; therefore it’s important to realizable by

practitioners and researchers(Clark et, al. 2009). It is a process by which products,

services, practices, information and ideas are being promoted, helping by various

sponsors to enhance affiliation of customers via Text, spoken and visual information

interpreted on media. (Bovee, et al. 1995).sales promotion, public affairs and

advertising are mass communication tools accessible to marketers. The benefit of mass
communication is to diminish the cost of advertising for per individual because

information is reaching too many people at the same time and trade off the advantage

of person’s selling. (Etzel, Walker and Stanton 1997).