Impacts of Advertising on Consumer Behaviour

Abstract

The paper examines the impact of advertising on consumer behavior. The study has tested the AIDA model to examines whether advertisements bring changes in the Nepali consumers. It has explored the basic elements such as advertising creating ‘attention’, ‘interest’, ‘desire’ and ‘action’ to buy the product. Based on the evidences obtained during the study, showed that three of the elements attention, desire and action had significant relations with respect to consumer behavior whereas advertisement were not able to create significant ‘interest’.