| dc.description.abstract | Retailing markets are becoming more and more exploding now because of its rapid growth over the last decades throughout the world. This pushes every business organization to maximize their effective marketing tools in order to keep consumers coming back or encourage behaviors of them towards purchasing products. Simultaneously, thanks to the huge development of technology, people are now surrounded with a tons of different advertisements between similar brands.
Enterprenuers have been spending much on advertisement and this tends to increase more in the future to stay competitive. The advertising range is changing significantly over the time. Nevertheless, the important role of marketing can not be denied since it is able to tap on behaviors of consumers with a specific product or service and recall impacts on consumers’ mind to draw their attention to buy product or service. To get those goals, advertisers or marketers should have constant observation on consumer’s buying behavior because this factor is crucial for increasing sales of any kind of products or services. This concept demonstrates the process from searching to consuming a particular product, so it needs to be understood deeply to forecast consumer purchasing trends and brand performance as well.
This study attempts to examine the what and how advertisement can impact on consumer’s buying behavior. The research emphasizes on checking status if relationships between advertisement and behavior of Omachi consumers are positive or not. With sample population of 300 respondents as university students within Ho Chi Minh city by answering questionnaires. Quantitative method is chose to apply together with many statistical tests such as reliability test, regression analysis, etc. In addition, results all reveal positive connection among typical factors to advertisement and from that, they put impacts on buying behavior of consumers. Lastly, various recommendations and findings are summarized so as to be able to help Omachi brand gain more sales and market share. | en_US |
