The effect of product advertising on consumer buying behavior: the case of medical students at Copperbelt university.

Abstract

The research study aimed at establishing the effect of product advertising on consumer buying behavior by focusing on medical students at Copperbelt University School of medicine. The research study sought to determine whether the statement that advertising affects consumer buying behavior for medical students is true or not. The research study was conducted at the Copperbelt University School of Medicine, Ndola District, Copperbelt Province, Zambia. Primary and secondary data were collected. Primary data collection methods were carried out by the use of a questionnaire as a research instrument. Secondary data was collected by the perusing of various documents. The research study took the case study research design and where the sample comprised of one hundred and fifty respondents. A pilot study was conducted to ascertain if the questionnaire was giving the desired results. Findings of the research study revealed that Product Advertising has no effect on consumer buying behavior for medical students at Copperbelt University. Though advertising may play a significant role in affecting consumers buying behavior by providing awareness, Interest, Desire, and Action, advertising failed to have an effect the buying behavior. The intervening variables affected the dependent variable to the effect that it affected the outcome of the research study. Despite advertising providing medical students with awareness, interest, and desire, it is evident that medical students failed to purchase the product confirming that Product Advertising does not positively affect consumer buying behavior. The null hypothesis was accepted as the confidence levels of five per cent were not attained.