The Impact of Advertising on Consumer’s Buying Behavior among Undergraduate Students in Universiti Utara Malaysia

Abstract

In the new era and the modern world advertising industry is experiencing fast extraordinary changes. Commonly, advertising is one of platform for communication that used to inform, persuade and remind consumers about the existence of certain products or services in the certain market. Advertising, shows as a favorite type of students in influencing their buying behavior, however, students tend to follow the perception and the buying pattern of the family. Moreover, student buying behavior affected by the family when they take control of the student’s economic situation by manipulating the amount of allowance and controlling the spending power. Thus, the main objective of the study is to examine the factors that influence students buying behavior, according to consumer opinion, such as qualities of product advertise, price of product advertises, the brand image of product advertises and celebrity endorsement. This study was conducted towards the opinion of undergraduate full time students in Universiti Utara Malaysia. As a result, the finding of this study shows that most of the respondents were agreed that quality, price, and brand of the product advertises can influence their buying behavior except celebrity endorsement which cannot influence on customer’s buying behavior.