Effects of Billboards on Buying Behavior of Customer in Context of Textile Products

Abstract

The purpose of this study is to determine the effects of Billboard and related media on consumer behavior using lawn products with the focus on three perceptual processes, selective attention, selective distortion and selective retention. Data for the study was collected using questionnaire consisting of 15 questions. Survey was conducted on 150 people including students of University of Karachi and the General public at different malls. Simple frequency tables, T test and SPSS were used to analyze and report the findings of the study. Findings of the research revealed that people find billboards of various products attractive and they do pay attention to the Billboards of lawn products; they distort the information and retain it which later aids them in recalling the brand. So it is suggested that marketers of lawn product continue using the Billboards as it is a good source of informing the customers about their brands. However, they need to work on making the customer believe that they will get whatever they see.

Keywords: Billboards, Consumer Buying Behavior, selective attention, selective distortion, selective retention, Textile products

DOI: 10.7176/JESD/10-10-06

Publication date:May 31^st 2019