Advertising Effectiveness and Influence of Consumer Buying Decision of LED Television

Md. Jamal Uddin, Md. Mostafizur Rahman, Abul Kalam and Md. Ferdush Rahman
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Md. Jamal Uddin: Hajee Mohammad Danesh Science and Technology University, Postal: Associate Professor, Department of Marketing, Hajee Mohammad Danesh Science and Technology University, Dinajpur, BANGLADESH, ,
Md. Mostafizur Rahman: Hajee Mohammad Danesh Science and Technology University, Postal: Assistant Professor, Department of Management, Hajee Mohammad Danesh Science and Technology University, Dinajpur, BANGLADESH
Abul Kalam: Hajee Mohammad Danesh Science and Technology University, Postal: Associate Professor, Department of Marketing, Hajee Mohammad Danesh Science and Technology University, Dinajpur, BANGLADESH
Md. Ferdush Rahman: Begum Rokeya University, Postal: , Associate Professor, Department of Marketing, Begum Rokeya University, Rangpur, BANGLADESH

Asian Business Review, 2019, vol. 9, issue 3, 77-82

Abstract: The main aim of the present study was to identify the influence of advertising effectiveness on the consumer buying decisions of different brands of ‘LED’ television. The study was descriptive. Five television showrooms in Dinajpur district, Bangladesh (Sony, Singer, Samsung, LG, and Walton) were purposively selected for collecting primary data for this study. The respondents were selected using a convenience sampling method that came to the television showroom for purchasing ‘LED’ television. The primary data for this study were collected through a structured questionnaire. The study result shows that advertisement has a positive effect on consumer buying decisions of ‘LED’ television, Sony brand (p =.000 0.05) and the null hypothesis is accepted for LG band and Walton brand p =.000

Keywords: Advertising; LED television; Consumer; Buying decision (search for similar items in EconPapers)
JEL-codes: M37 (search for similar items in EconPapers)
Date: 2019
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