A Study of Effects of the Media Advertising as one of the Marketing Strategies on the Buyers’ Behavior in Car Industry

Subject Areas : Jounal of Marketing Management

F. Ghouchani ¹ , Sh. Hashemnia ² , R. Eghbal ³

1 - استادیار، دانشکده مدیریت و حسابداری دانشگاه شهید بهشتی، گروه علمی مدیریت دولتی
2 - استادیار دانشکده مدیریت و حسابداری دانشگاه پیام نور کرج
3 - کارشناس ارشد مدیریت MBA، دانشگاه پیام نور کرج

Received: 2013-12-01 Accepted : 2013-12-01 Published : 2013-11-22

Keywords: Advertising, Media advertising, marketing, Buyer’s behavior, Buyer,

Abstract :

Today advertising as one of marketing strategies has an amazing effect on consumer behavior and their choice. So it has got an important role in ascending successful sale of products in a company. Therefore researchers have tried in their works to create the possibility of using this strategy by enterprising. So researcher in this research is going to identify and prioritize the all types of media advertising effective on buyer’s behaviors of cars. This research is descriptive-survey and its results are function. The gathering base of information is library study and fieldwork from Tehran citizens. Validity of the research was confirmed by pundits and the reliability of the research was calculated by the method Cronbach’s Alpha resulting 0.935. The obtained information has been analyzed by t-Student and Scheffe testes and all theories have been confirmed. The obtained results indicate the all types of advertising (audio, visual, written) can have affection on costumer behavior of car industry and also the affection of each one on buyer’s behavior has its own priority. According to the conclusions, there would be an advice to the managers that advocate each type of advertising with suitable content to the related part of market and avoid this imagination that one type of advertising may not be useful in this industry.