European Journal of Social Sciences Volume 17, Number 1 (2010)

Surveying and Comparing the Effect of Advertising Tools on the Behavior of Consumers of Detergents (Case study in Developing Countries)
Adel Salavati Islamic Azad University, Sanandaj Branch, Iran Reza Shafei University of Kurdistan, Iran Muhammad Yasser Mazhari MA student of Islamic Azad University, Sanandaj Branch, Iran

Abstract The aim of this research is recognizing the level of the effect of each of the advertising instruments on the consumers ' behavior of detergents. The research, has classified the advertising devices in the form of two groups of the writing tools and the speech tools and while determining the level of the effect of each tools on the consumers ' behavior have determined the priority of these tools from the level of the effect on the consumers' behavior of detergents point of view in Iran. Besides in this research the level of the effect of the writing and speech tools have also been compared with each other. The method of the research is descriptive. The statistical society of this research is consisting of all of the consumers of detergents in some cities. The number of 384 customers has been selected as the statistical sample and the required information from this number of sample have been collected by questionnaire. The results of the research show that there is meaningful difference between the effects of various tools on the consumers' behavior of detergents. In such a manner that tools such as television and radio have had the highest effect on the consumers' behavior and tools such as internet and the specialized magazines have had the lowest effect on the consumers' behavior of detergents. Also the results of the research show that the effects of speech tools have been more than the effect of writing tools. Based on the results the repliers had believed that the advertising instruments have not supplied them with the complete information about the products of detergents.

Keywords: Consumers' behavior, advertising instruments, detergents, speech tool, writing tool.

Introduction
Recently the matters related to the future of marketing especially this matter that whether the traditional marketing is suitable for the prevailing conditions of present century or not, has drawn many of researches ' attention to itself . Although there is unanimity about the applications of fundamental and primary principle of marketing that is providing the needs of customers, but the discussion is a bout that the current perimeter of market with fundamental changes in comparison with the past make necessary the change in methods of performing the principles. 96

European Journal of Social Sciences Volume 17, Number 1 (2010) Christopher, has said that in today's world we should speak about the mature and prefect markets that have different characteristics in comparison with the past and among their most important characteristics it can be pointed to the customer's skill and ability and reducing the effect of advertisements on them. Nowadays suppliers in the market of industrial and consumer goods have encountered to customers that have unlimited demands but they are fewer under the effect of traditional tools of marketing on the other hand the products of market from the customer's view point have not a great difference from each other as trade mark of the customer's considered product is not available to him. He replaces it with another brand easily and this shows the decrease of customers' loyalty. Also price competition has lost its former meaning and the market oriented and customers centered organizations instead of the competition on price think a bout keeping and promoting the customer's loyalty a new tool in marketing (Christopher, 2006, 55). in the marketing sense the presumption is that achieving the organizational goals absolutely depend on the defining and determining the requirements and demands of goal markets and providing the customer's satisfaction in a more desired and effective manner than the competitors . In today's increaser competitions world, companies will be successful that supply more satisfactions to their own customers. The companies that strive to do not pursue short term sale and earning the long duration customer's satisfaction through presenting the goods and services along with higher and distinct value. in this extremely dynamic market the customer expects from organization to supply the most values with the most suitable price and organizations are constantly seeking for new methods and forming innovation in creating and presenting the value and even call the customer's value under the title of << future source of competitive advantage>> of their own (Khanh& kandampully, 2004, 396). Organizations and companies in a point of time that have been introduced under the different titles including ((knowledge age)) ((post- industrial era)) ((age of information society)), ((age of temporary communities)) and (( era of globalization )) they should always proceed to gaining the competitive advantage by identifying and studying the customer's behavior . Today many of companies and organizations have accepted the new concepts of marketing and act according to it. They have noticed that focus on the customer's requirements is from the main assumptions of marketing orientation. Thus studying and discovering the customer's needs and analysis the process of customer's behavior and prioritize the influential factors on this process is form the major responsibilities of marketers which as a result of that the style of goal market that are different from each other with a view to age, income, taste, level of education and etc, . Identify and supply the suitable good or service to that market. (sawhen & piper 2002, 260).

Discussion
Advertisement is one of the main tools of marketing. In recent years with regard to the variety of products and the extension of internal consumption market, profiting from this important marketing tool in it's main that is commerce has extended. The existing variety of mass media has also created a suitable field for broadcasting and diffusion of different trading announcements. Today customers as a result of increasing the amount of awareness and general knowledge, for deciding about the selection of goods and services have found a more freedom in action and with the analysis of trading announcements are able to select their favorite good. In addition the concept of competition is reality concept by profiting from advertisement. Uses his right of selection practically, also producer finds the style of connecting with his intended addressee and customer (mascarenhah etal, 2004, 395). Then advertisement, indicates the closest from of relationship and cooperation between commerce and art so that the artistic creativity is not being led thus to words economics in any other fields. on this basis the announcers consider the advertisement a kind of investment not spending and so that most of economical investment not spending and so that most of economical and industrial organizations and agencies are sure and hopeful about returning of the expenses of trading announcements since in today's world the case of advertising for selling the good is a very important and inevitable subject and in fact the only way of influencing the view point of people in order that they attract. Towards a 97

European Journal of Social Sciences Volume 17, Number 1 (2010) specific good or service is the advertisement of those goods and services in any possible from and this influence would be happen through effort for changing other's beliefs and viewpoints. Count less production of the factories and productive institutions that are sending any moment hundreds and maybe thousands of different and diverse goods to the markets and any greater specialty orientated of services and the competition of the owners of industries and commercial agencies have given a deserving importance to the advertising to such an extent that nowadays the credit which an institution takes in to consideration for advertising a new good maybe by many degrees to be more than expense of producing the same good. One of the factors which caused advertising to reach to the today's degree of importance is the gap and distance which it has generated between the production and consumption phenomenon that in the past human communities had devoided of it. Increasing the population which involved extension of the cities has created a condition that not any one can supply his own necessaries from the original producer directly and vice versa. All producers have not this possibility to be in contact with the final consumers or buyers without an intermediary and supply their own goods for selling and consumption. This is here which the ever increasing role of the advertising in moving the wheels become evident and as far as possible mention clearly the advertising as a creative power (kotler al, 2001, 143). Since the advertising is a kind of commercial investment which if it prepares and performers properly will follow on valuable out comes and with a view to that the expenses of advertising (trading announcements) are relatively high expenses which the owners of industries and services are inclined to have also the maximum exploitation from the maximum performed expense in this affair (advertising) . therefore studying of the influencing of massage on addressees and the condition of attracting their satisfaction will help very much to their better progress in case the conditions of presenting the massage, thinking about the social, cultural and economical and sociology conditions of addressees would be observed in producing and presenting a trading announcement it will be more effective by many degrees (Solomon, 1999, 155) detergents are among products that with regard to their cleansing property embrace a large spectrum of consumers. In fact this product is possessed of the market attractiveness to a very large extant on the other hand in recent years the producers of detergents have had a considerable growth both from the view point of number and the rate of production which a kind of competition has been formed among them. Recently the eliminating of subsidization has exacerbated to the competition among the producers of this product. Then the success belongs to the companies that with profiting from wide advertising making use of suitable advertising tools. whatever in this research brings up as the basic matter is that it is not distinct for the actives of this industry that from the viewpoint of their customers which one of advertising tools have the greatest role in attracting their attention and their tendency to ward buying from the customers of this product, inspects the degree of effect of numerous advertising tools on their demand for detergent products .

Background of the Related Researches

Consumer's Behavior and its Key Concepts whikle believes that the consumer's behavior includes mental, emotional and physical activities which individuals apply them at the time of buying, using and discarding the products and services for satisfying their own needs and desires (whilke, 2000) in othe words consumer's behavior consists of a set of psychological and physical processes which begin before buying and continue also after, the consumption (Peer, 1999). In any study area there are basic theories and hypotheses which experts use them for leading their theories toward the in tended subject. For better recognition of the consumer's behavior we examine seven basic concepts which most scholars have emphasized it. Briefly these concepts are: 1. The consumer's behavior is motivated: the most fundamental question about the consumer's behavior is the reason of the consumer's behavior. The answer of this question can be searched in the definition of the consumer's behavior. << so that their needs and desires would be 98

European Journal of Social Sciences Volume 17, Number 1 (2010) satisfied>> totally the consumer's behavior is a motivated behavior which the aim of it is to achieve the specific goals. These motivations are two categories, one of the them is the motivation for working which are the reasons of purchasing a product and are related to the function of that product so that help the consumer to achieve the goal for automobile can be convenience in replacement, traveling other motivation, are personal motivations that are connected with the desires of a consumer for expressing emotions or the other his intended things. The personal motivation for buying a special kind of car can be reputation or fond of beautify of that person. (Salem, 2004, 666). Consumer's behavior consists of many activities. Each consumer has various thoughts, emotions, programs, decisions and purchases. A person who only pays attention to buying activity has ignored many related activities to it. Where as the marketers should deliberate a wide spectrum of consumer's activities including think about the product, getting information .notice to the advertisements, buying and application to the satisfaction and the renewed returning of the consumer. Consumer's behavior is a process. as it was expressed in the definition of the consumer's behavior and was referred to it in the upper section, the consumer's behavior includes a series of activities (selection, buy, consumption) that take place in the stages of before buying, during, buying, and after buying in the from of a continual process (Frankatal, 2001, 43). The consumer's behavior is different from the view point of the level of spending the time and the complication. The aim of the level of spending the time in the consumer's behavior consists of the period of time which during that buying decisions are taking or the length of the period of time the total process of buying decision and the complication of consumer's behavior refer to the number of involved activities in one decision, that is in the case of the constancy of other influential conditions and factors on the deciding process all that the intricacy of decision would be greater. The time which is required for the total process is more. The important point about these two factors is that the time and intricacy are two dimensions of decision process and the consumer's behavior which are different in the case of diverse individuals and also in various situations. For example it is possible buying an automobile in the specific conditions for a specific individual has too much complexity but this decision in the same situation for some one else to be considered a simple process. Consumer's behavior includes a variety of roles. At least three different activities from within the process of consumer's behavior and trends associated with each of these activities create a role for the purchase b) the role of buyer c) the role of consumer (stokes 2002) . Consumer's behavior is influenced by external factors. Consumer's decision process is some how influenced by or bad. Same of these foreign forces, including culture, subculture, social class, family, the environment of marketing and .. Consumer's behavior is different for various people. Due to the existence of individual differences and also different people consumers have a variety of behaviors and these differences have caused the difficulty of predicting the consumer's behavior, the manner of responding to the mixed marketing. (whilke, 2000) .

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The Background of Research a) Research Inside the Country Kheir A badi, Mohammed Reza, examining the impact of trade advertising of Islamic Rebulic of Iran broadcasting on the people of Tehran, thesis of the masters (MA) of communications (IRIB Faculty, 1384). This research attempts to study the impact of Business Ads of Islamic Republic of Iran Broadcasting on the people of Tehran. The most important questions is as follows whether viewers will consider the broad casting of advertisement by the television necessary? 99

European Journal of Social Sciences Volume 17, Number 1 (2010) Whether watching advertisements by the television a bout goods and services lead to drawing the attention of audiences? Whether watching advertisements by the television a bout goods and services leads to increasing the addressee's tendency for having those goods and services and have an effect on addressee's decision for buying those goods and services ? Whether watching advertisements by the television a bout goods and services lead to creating mental anxiety for addressees. The results for research show that 60% of addressee's are agree with broad casting of advertisements in attracting attention and increasing willingness too much. Also about 50% of the total addressees estimate the probability of the effect of advertisements on decision when buying those goods and services to some extent. And 60% of them believe that advertisements will sometimes cause mental anxiety. Also Dibaji: F, the effect of advertisements of the television on the attitude and behavior of married women of Tehran in comparison with advertised goods in fall 1380, Thesis of Masters (MA) of communications (IRIB Faculty, 1382). The main goal of this study have been inspection of favorable effects of watching advertisements on respondent's interest (increasing interest) to different brands in different periods of time and at about various commodities the most important questions are included as follows respondents typically to what extent use the daily consumer goods? What are the respondent's favorite marks for buying studied goods and among these what are the brands of the first rank? In the short term midterm and long term watching the ads of daily consumer goods and durable goods what effect it have on reducing or increasing the interests of addressees to various brands. Finding of research indicate that favorable effects of the ads of daily consumer goods is more than durable goods. Excluding food stuffs and electrical appliances ads the desired effects of the advertisements of the other goods (Snacks _ non electrical durable goods, detergents, video and audio appliances) are more in the short term than long term. Concerning the durable goods ads cause reducing interest in advertised brands but this solidarity exists for the ads of consumer goods and also durable goods (on the other hand). But the intensity of this correlation regarding the ads of durable goods is more than the ads of consumer goods. And the comments of Mohammad Nargesi, Maryam, reviewing the successful and un successful Tv ads(1379-1380), MA thesis of communications (IRIB Faculty, 1383). This research has been done with the aim of recognizing the effect of content, style, music and some technical issues in success or failing of Tv ads for presenting a purposeful method. Thus among popular ads in 1379 (reflected in reports of ads from Tir till esfand 70) the brand that at least had been selected twice by audiences had been intended. Since each ticket has a different construction model by referring to conductors of the night before the surrey. The cods related to building model of each ticket is extracted that the number of them reached 223 case. these ads was considered as successful ads also about 223 cases among un successful was selected through random systematic sampling and then with regard to obtained variables from theoretical frame work of research were analyzed and evaluated by using the content analysis method . in total results of the research show that private ads, ads with common and foreign product identity with the subject of goods from the type of electronic devices and heath products, with the quality of after sale services, warranty and guarantee, with the satisfying aim and promoting the good or services itself, contains the slogan with the quality of clearness, brightness, and balance. Using colloquial language contains association contains logical attraction and humor and highlighting in large amount, containing soft style of ads, with a fixed character with provoking the physiological needs, with the related puppet and animated, painting, using close and distant aspect, contains effects, contains song with too much repletion of broad casting and too much building variety, also long term ads in attracting the attention of audiences have been successful .

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European Journal of Social Sciences Volume 17, Number 1 (2010) Mitra Talebi kashani: also had done a research with the title of '' comparison the structure house hold detergents ads of German networks, the RTL of France and the network 3 of Islamic republic of Iran . (Broadcasting in 1385 (master's thesis, communications, faculty of sound and vision, 1385). This research has done the aim of understanding the structure of the advertisements of ho use hold detergents in three networks of the VOX of German, the RTL of France and the network 3 of Islamic Republic of Iran broadcasting, in order the presenting a purposeful method for identifying and promoting the ads of house hold detergents of country. For this purpose in a three month period among the broadcasted ads from the three mentioned networks, all of the ads have been recorded and then with deleting the repetitious samples, some ads were obtained which were studied samples (the total numbering method). Then the samples were analyzed according to the variables of study and the theoretical frame work of research using content analysis method. Results show: among the structure of the house hold detergents ads in the channels of the vox of German, the RTL of France and channel 3 of Islamic Republic of Iran broadcasting there is similarity in using the logical attraction in most of the ads. Use of music, do not use of the song, the existence of prose speech, the existence of the written word, use of opposite vision angle, use of close sight, little use of symbol is ads related to the RTL channel of France using women and child personage have been more than the order two channels and the channel 3 is in the second place. Besides the vox channel of German has not used from this personage in its ads. The channel 3 has the least use of the << female>> personage in its ads and ads without personage in this channel is more than the other two channels. The vox channel of German has used from animation in its ads more than other channels and after that there are the network 3 and the RTL of France. The channel 3 has used from music in its ads more than the othe two channels. The vox of German and RTL of France channels have used from color attraction more than the channel 3 foreign research. 1. a research in the country of England has been done with the title of the reasons for using guidance and high school students of the internet media '' by Samuel Raberson in 2000, (the center on modern and communication media of Colorado university 2000). This research has proceeded to reviewing the reasons for using guidance and high school students of the internet media. The tool for gathering the present information was a questionnaire with fifty seven questions and it's Cronbach's alpha coefficient was 83%. This research has been done with the method of survey and on the thousands of students. The findings of this study are the following: the age range of respondents has been from ten to twenty one years and the average age of respondents has been 145 years. 41% of respondents were girls and 59% were boys. 45% of respondents with buoys related component to << use the internet for information gathering >> have been << completely agree>> and 45% << agree>> 8% << slightly agree>> and also 2% have chosen << no>> . 36% of respondents with a designed buoy about<< use the internet for entertainment >> have been, << completely agree >> 42% << agree>>, and 18%. << Slightly agree>> and also 4% have chosen << no >> 42% of respondents with a buoy related component << to use the internet it communicate with others>> have been << completely agree>>, 42% << agree>> and 13% << slightly agree>> and also 3% have not been agreed with these buoys at all. On the basis of this research, students use the internet at first in order to gather the information, then for communicating with others and the third stage entertainment. 2. Use and satisfaction of satellite TV in Egypt 1996. This research has been done in the country of Egypt and with the survey method among three hundreds and ten people of eighteen to sixty years old. On of the goals of this study have been << exploring the effective cognitive and affective needs resorting individuals to satellite TV>>. the gathering tool of this study, was a questionnaire of eighteen points which in it fourteen buoys of the questionnaire were considered for measuring the emotional needs in three dimensions of << soothing, companionship and entertainment >> and four buoys were considered for measuring cognitive needs in two dimensions of << learning and getting information >>. Based on the findings of this study can be 101

European Journal of Social Sciences Volume 17, Number 1 (2010) concluded that the reasons for resorting the youngsters to satellite TV in Egypt is more emotional thrill reasons (Iran doc. ac. ir)

Hypotheses Question of Research

1. There is difference among advertising tools from the view point of influencing on the consumer's behavior of detergents.

Secondary Hypotheses
1. The effect of advertising tools (speech and writing) on the consumer's behavior of detergents is different. 2. From the viewpoint of consumers, advertising tools, not providing them with complete information about detergents. 3. A combination of the advertising tools for introducing the detergents has a more impact on the consumer's behavior. 4. Advertising through the internet have the minimal impact on the consumer's behavior.

Research Methodology
For performing this research has been used from descriptive method and the survey category or survey system. In descriptive method of research the aim is describing conditions or reviewed phenomena and the survey method is used as one of the subdivisions of descriptive method for reviewing the distribution of features of statistical community. Also in this study, the researcher deals to describing, reviewing and comparing the degree of the effect of advertising tools on the consumer's behavior of detergents. so the most appropriate method for this research is descriptive method and for survey type. This research also considering the goal is applied research and regarding relationship between the variables is the cross sectional research.

Conceptual Framework Research

Based on conducted exploratory studies and review the Theoretical bases, conceptual frame work of this study were drawn as follow.
Figure 1: Theoretical frame work of research
Audio Media Speech tool Video Media
Advertising

Trend to words
Consumer's behavior Advertising tool

Tool Writing tool Writing tool

Internet

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Society and Statistical Pattern

The statistical community of this research includes all of the consumers of detergents in Iran. The statistical sample of this research is 384 people that can be achieved by using the following sampling formula. The reason of using the following formula is that the number of consumer is not determined. Z 2 P q 1.96 2 .05 0.5 2 n = = 384 d2 0.052 in the above formula, sampling has been done in confidence level of 95 percent and make an error of 5

percent . = 0.05 , 2 = 0.025 and Z = ( 0.025 ) = 1.96 , p, q value using precaution method has been considered equal to 50 percent . Also error of measurement tool in considered 5 percent.

Data Gathering Methods

The in formation needed to perform this study, has been gathered from two methods: A Library method: in this method for collecting the information related to the literature of subject and the background of research has been used from books, theses and databases. B Field method: in this method by designing the questionnaire and distributing it between statistical samples, needed information regarding the degree of effect of the type of advertising tool on consumer's behavior collected.

Validity and Reliability of Questionnaire

In this study the questionnaire has been used as a measurement tool of the variables of research. To determine the validity of questionnaire was used the experts group idea and in Delphi method. Also the reliability of the research instrument was examined using Cronbach's alpha coefficient that the coefficient value of it was obtained 879% . Since this value is more than 7% so the reliability of the designed questionnaire is required.

Statistical Methods
As to describe the demographic variables of research and also the representative indicators of the type of effect of the type of advertising tool on the demand for buying detergent products was used from the descriptive statistics was used from (paired t test ), (one sample test ) tests and the test of the variance analysis of fried man. As for comparing the effect of writing and speech tools on consumer's behavior was used from paired t test, to specify a failure to provide enough information by advertising tools about consuming the detergents and also the effect of combining tools on consumer's behavior was used one sample t test, for checking the significant difference of the effect of advertising tools on consumer's behavior was used from unilateral variance analysis test and ultimately for ranking the degree of effect of each one of advertising tools was used from variance analysis of Friedman test.

Testing the Hypotheses of Research

H1: The effect of advertising tools (spoken and written) on consumer's behavior of detergents is different. To check the above hypothesis was used from Friedman test the results of this test is presented again table number 2. 103

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Table 1: Result of Friedman test
Mean Rank 8.4.3 6 5.1 4.6 4.01 3.8 Advertising tool TV ads Radio ads Billboard ads Newspaper ads Advertising through the Internet Specialized magazines ads

Tet statices a
N Chi-Square df Asymp.sig 384 1195.497 9 0.000

a.FriedmanTest According to table No 1 advertising tool television have the highest impact, but Advertising through the Internet and specialized magazines based on 6 studied tools is in the fifth and sixth place. H2: from the viewpoint of the consumers advertising tools do not provide them, comprehensive information about detergents. For reviewing the above hypothesis one sample test is used the results of this test is presented in table No (2).
Table 2: Result of One-Sample Test
Test Value = 0 Significance average level 3.3 0.000

Confidence interval level High level 3.46 Low level 3.29

Degree of freedom 383

Pearson T 77.5

Information provided by advertising tools

The results of one sample test show that in the opinion of respondents advertising tools do not provide them complete information about detergents. Since the significance level of the test is less than 5 percent, so the research hypothesis is confirmed in the confidence level of 95%. Also the average of submitted responses in responding to what extent you are agree with buoy that advertising tools do not supply the customers with complete information about detergents, is 3.3802 and if this response is extended to the statistical community. The average responses is placed in the range of 3.2910 and 3.4694 and since the low level is greater than the threshold level (3), so this argument that the advertising tools do not provide complete information regarding detergents to the customers is confirmed. H3: a combination of advertising tools for introducing the detergents has greater impact on consumer's behavior for consuming the detergents. For reviewing the above hypothesis was used from one sample test. The result of this test is presented in table (3).

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Table 3: The result of One-Sample Test
Test Value = 0 Significance average level 3.3802 0.000

95 percent Confidence interval level High level Low level 3.469 3.29

Degree of freedom 383

Pearson T 77.53

Information provided by advertising tools

The results of one sample test show that in the opinion of respondents combining tools affect their buying behavior. Since the significance level of test is less than 5 percent. So the research hypothesis is approved in the confidence level of 95 percent. also the average of submitted responses in answering to this question that to what extent are agree with this buoy that a combination of mixed tools have been effective on your buying behavior, is 3.1811 and if this response is extended to the statistical community, the average of responses is placed in the range of 3.0925 and 3.3197 and since the low limit (level) is larger than the threshold (3) vevel. So this argument that a combination of advertising tools is effective on the customer's of advertising tools is effective on the customer's buying behavior is confirmed. H4: Advertising through internet has the least effect on the Consumer's behavior. To investigate the above hypothesis was used from Friedman test. The results of this test are presented again in table No (4).
Table 4: Result of Friedman test
Mean Rank 8.423 6.375 5.175 4.645 4.012 3.875

TV ads Radio ads Billboard ads Newspaper ads Advertising through the Internet Specialized magazines ads

Test statics a
N Chi-Square df Asymp.sig 384 1195/4 9 0.000

a. Friedman Test According to table No (4) adverting through the internet based of 6 reviewed tools is in the fifth place. In other words above hypothesis confirmed.

Conclusion and Recommendations

Advertising is the promotion provider of goods, services, companies and ideas that do this work more through messaging. The ultimate goal of advertising trying to create something called the memory share or (share of memory). Memory shows the status of one brand of the good that can be obtained. When we encounter to the deeper and more experimental groups of objectives the degree of memory share can be made larger or smaller that this matter is depended on the good and market . One of the existing issues about memory share is that the name of a good can be so extensive that it can be used as a general term. And because of this in order to protect its brand incur losses. But the important point in advertising is that with what tool, the advertising occurs so that it entails the most influence and as a 105

European Journal of Social Sciences Volume 17, Number 1 (2010) result that company acts successfully in achieving to it's goals. Various advertising tools according to place. Time and the kind of product can have different effects on attracting the audience. Results of this research with the conducted researches by kheirabadi, Dibaji and Rasouli are in parallel. Also in the opinion of the above authors, the effect of advertising through television on consumer's behavior is more than the other advertising tools. Besides for determining the priorities of however limited effect of different advertising tools on consumer's behavior was used from the variance analysis of fried man test. The results of this test show that advertising through television and Radio have the most effect and advertising through specialized magazines, newspaper and Internet have least effect on consumer's behavior . the results of this research is in parallel with the project conducted by kheirabadi, Rasouli and Talbi so that in the opinion of the above authors the effect of advertising through visual audio media is more than written media. But the result of this study is inconsistent with the research conducted by Raberson in the country of England, in one part of the results of this research have been said that after television, the internet have the most effect on the consumer's buying behavior. Perhaps one of the reasons of this issue is excessive spread of internet among people and individuals, great use of internet as a daily tool have made this kind of impact. While in the studied society of the present research most of individuals have no access to the internet.

Other Suggestions
A Since there is a significant difference between advertising tools regarding the level of influence on consumer's behavior. that is advertising through television have the most effect on consumer's behavior of detergents and the reason of that is it's extensive level of coverage and most of the people sit to watch TV within hours of the day and advertising through specialized magazines and internet have the least effect on consumer's behavior . so his recommended to activists of industry that if it's products have special and distinct features from competitors and feel that an immediate and contagious providing information should be done use television as their own advertising tool. B The result of this study showed that speech advertising (radio and television) is more effective than writing advertising in attracting audience and demand for detergent products. So His recommended to activists of this industry than in their advertising proceed more to speech advertising through advertising tools (audio visual). According to the Friedman test about prioritization of advertising tools it become clear that television is on the top of advertising tool (television have the highest rank) so it is recommended to the activists for detergents industry that if their products have the specific and distinct features from competitors and feel than an instant and contagious information providing should be done use television as their own advertising tool. Certainly it is necessary to say that advertising through television involve a high expense and the company should evaluate its own benefit cost. Then performs advertising through this way. Radio is the second advertising tool that in the opinion of experts has a specific importance in attracting audience. However this tool has not a high coverage like TV. But its low costs are considered the other advantage of this tool. So it is recommended if providing the cost of advertising through TV is not possible for the company, to use this tool. C Since using the billboard, specialized magazines, internet and newspaper have not as much role in attracting the audience and increase demand for detergents, so it is recommended to the activists of detergent industry to invest on advertising tool. D All consumers believe that advertising tool do not provide them the complete information about the product (detergents) because all studied individuals based on their social culture until they have not the experience of using a product. they are less willing to buying it (because the possibility of answering to all individuals of society does not exist) so it is recommended to active companies in detergent industry through verbal interviewing with wholesale dealers, 106

European Journal of Social Sciences Volume 17, Number 1 (2010) different questions about the used product that advertising tools are unable to answer, to be answered. E Finally, consumer for buying a product is not only under the influence of one tool but tools in combination are effective in the manner of their behavior. So it is recommended to the activists of industry. use of a new tools simultaneously for providing information and encouragement for buying one product (for example in order to selling a specific product such as shampoo on television by showing an image of good hair condition and at the newspaper by explaining about it's medicinal and herbal properties. timely providing information and encouragement of consumer for his buying should be considered).

References
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