IIUM Repository (IREP)

The effect of different media ads on consumer’s purchase intension: a pragmatic exploration on the Bangladeshi fast food industry

Haque, A. K. M. Ahasanul and Sarwar, Abdullah Al-Mamun and Yasmin, Farzana (2012) The effect of different media ads on consumer’s purchase intension: a pragmatic exploration on the Bangladeshi fast food industry. International Journal of Management and Business Affairs, 2 (3). pp. 1-14. ISSN 2230–8393 (O), 2230 - 8393 (P)

[img]
Preview
PDF - Published Version
Download (1MB) | Preview

Abstract

Advertisement plays a significant role in terms of product or service characteristics clarification to the customer. Regardless of the advertisement’s types, a customer by the exposure of ads will go through specific steps of awareness. Realizing the current needs, this study aimed to examine the relationship between three different types of advertisements and their influence on the customer’s attitude towards fast food industry in Bangladesh. Data were collected by using convenient sampling method from Dhaka city in Bangladesh. The result of the research shows that, consumers have found the online advertising more interesting compared to media and print ads and its due to the rapid growth of internet users. Finally, based on the findings, some recommendations are proposed.

Item Type: Article (Journal)
Additional Information: 5056/25261
Uncontrolled Keywords: Commercial Advertisement, Print advertisement, Online Advertisement, Fast Food Industry
Subjects: H Social Sciences > H Social Sciences (General) > H61.8 Communication of information
Kulliyyahs/Centres/Divisions/Institutes: Kulliyyah of Economics and Management Sciences > Department of Business Administration
Depositing User: Prof. Dr Ahasanul Haque
Date Deposited: 09 Nov 2012 14:36
Last Modified: 05 Dec 2012 08:40
URI: http://irep.iium.edu.my/id/eprint/25261

Actions (login required)

View Item View Item

Downloads

Downloads per month over past year