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International Journal of Business and Industrial Marketing

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The Study of Outdoor Advertisements Effects on Behavioral Mechanisms of Final Consumers in Food Industry of Iran

International Journal of Business and Industrial Marketing
Vol.1 , No. 5, Publication Date: Feb. 3, 2016, Page: 95-100

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Authors

[1]	Naghi Sayyar Rezvan, Faculty of Management and Accounting, University of Tehran (Farabi Campus), Qom, Iran.
[2]	Hossein Norouzi, Faculty of Management, University of Kharazmi, Tehran, Iran.
[3]	Zohreh Firouzi, Research Center, University of Guilan, Rasht, Iran.

Abstract

Considering the importance of the means of promoting the sales, diversity of advertisement, and complexity of human communication relations in this research environmental advertisement as an important and effective factor on the behavior of the consumer in the process of buying is studied. Also considering that food stuff industry devotes a share of families’ income the issue of consumers’ behavior in each of the levels of this process was studied and examined. In this regard thought manner technique which includes cognitive, emotional and behavioral aspects is used. This technique is six - stage model which was designed by Ivan Douglas. Regarding the extent of discussion and for reaching better results the researcher has used behavioral variables (awareness, knowledge and information, interest, preference, being convinced and purchase) for proposing some hypotheses. The statistical sample studied is 408 persons among men and women of the big city of Rasht which were collected simple randomly of 9 large city stores in which food products are supplied. According to the obtained results from T - Test exam by using SPSS 18 software and with 95% certainty it could be said that there is significant relation between purchasing food stuff products and environmental advertisements. In addition to that for the single questions of questionnaire the first hypothesis that is the relation between environmental advertisements with consumer’s behavior is confirmed. And other hypotheses (3 subsidiary hypotheses) from demographic features (age, sex, income, education) age, gender, and income did not have considerable effects. But in terms of education there was a significant difference.

Keywords

Advertisements, Consumer’s Behavior, Purchase Decision, Goods Purchase

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