Contemporary Analysis of ADS and Their Impact on Customer Loyalty (Case of Consumable Goods)

Abstract

This research deals with the study of “Contemporary analysis of ads and their impact on customer loyalty”. To carry out this research survey was conducted by visiting different areas. Sample of 100 people were drawn from the population by using simple random sampling. Data was collected by using questionnaire. The data was analyzed by using SPSS and Microsoft Excel 2007. Various statistical tools and test were applied on the data that evaluate the analysis of ads and their impact on customer loyalty. The results extracted from the research indicated that there is a positive relationship between advertising and customer loyalty. The findings indicate that consumer attitudes towards Internet advertising differ from many predictions about this new media and customer loyalty is viewed as the strength of the relationship between an individual's relative attitude and repeat patronage. The relationship is seen as mediated by social norms and situational factors. Cognitive, affective, and cognitive antecedents of relative attitude are identified as contributing to loyalty, along with motivational, perceptual, and behavioral consequences. So, researcher gives the tactics of advertising via mobile, TV and other communication channels that advertising can change and give the positive effect to customer.

Keywords: Consumer Goods, Customer Loyalty, Advertisement, Customer’s Perception, Karachi.