Rahman, Muhammad Sabbir and Kayadibi, Saim and Uddin, ANM Meshquat and Haque, Md. Mahmudul and Highe, Abdul Highe
(2013)
Assessing advertisement impact on consumers’ attitude:
young consumers’ perspective.
Journal of Basic and Applied Scientific Research, 3 (7).
pp. 148-153.
ISSN 2090-424x (O), 2090-4304 (P)
Abstract
To attract a substantial amount of young consumers’ towards the fast food restaurant in recent time companies
in Bangladesh are facing numerous challenges with spending huge amount of the budget every year on
advertising to promote their products to influence consumers’ positive attitudes towards their store. Since there
is a significant research gap exists in fast food restaurant’s consumers’ particularly Bangladeshi young
consumers’ perspective. The goal of this research is to explore the young consumers’ attitude towards fast food
restaurant’s advertisement under three types of advertising practices (Print; Electronic and Online). This
research used a self-administered questionnaire on a sample of 350 young consumers aged between 14 and 25
years. Data were analyzed using exploratory factor analysis and multiple regressions. The result of the research
shows that young consumers’ are significantly influenced by television advertisement. The findings suggested
significant implications that will help fast food restaurants’ formulate better advertisements. For instance,
managers can change their slogans based on the current situations which will assist them to create suitable
advertising for their targeted customers.
KEYWORDS: Consumer Attitude, Print Advertising, Television Advertisement, Internet Advertising, Young
Consumers, Fast Food Restaurants, Bangladesh, Developing Country, Consumption Behavior.
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