Analyzing different types of advertising and its influence on customer choice

Abstract

Marketers spend money on a variety of media platforms in order to influence consumer purchasing choice. Every advertisement on every media platform has a unique composition that engages the customers in a different way depending on the platform. The purpose of this research is to determine five types of advertisement and its influence on consumer purchasing choice at selected retailer stores in Erbil. It is a quantitative approach that is used to analyze data that has been obtained by the researcher. The Manager has circulated the survey to consumers of retailer stores and has gathered responses from those customers. When conducting the current study, the researcher employed a questionnaire in order to gather information. In the first segment, demographic questions were asked, beginning with the customer's gender and marital status and progressing to other inquiries. The second section had questions about the company's products and services. The second part of questionnaire was regarding five types of advertisement as independent factors and consumer purchasing choice at selected retailer stores in Erbil. When it comes to the sampling process, it will be a random sampling method, which means that almost all consumers at retailer stores in Erbil will have equal odds of being picked for the findings revealed that all five advertisements will have positive and significant influence on consumer purchasing choice at selected retailer stores, however, it was found that online advertising is the most effective and efficient among all five advertisements to bring consumer attentions while making decision in selecting certain brand or a product at their daily, weekly and monthly shopping at retailer stores in Erbil. The study recommended that management of firms in retail stores should consider it a requirement to adequately market their products, since doing so will provide them a competitive advantage over their competitors.