THE IMPACT OF BILLBOARD ADVERTISING ON CONSUMER BUYING BEHAVIOUR

Authors

  • Jusuf Zekiri South East European University

Keywords:

Outdoor, billboard, advertisement, consumer, buying behavior

Abstract

Billboard advertising is an outdoor advertising used by companies in open areas where a high traffic is found, exposed to passing pedestrians and drivers. Billboards are very visible in selected market segments which is expected to have its communicative effect on consumers.

The study tries to find out the effect of billboard advertisements on consumer buying behavior. It also sees factors like, lay out, size, visual appeal, texts, etc., that play an important role in consumer buying behavior.

The study uses secondary and primary data. The secondary data is collected from literature review, whereas the primary data is collected through a structured questionnaire with the Likert Scale (1 denoting consumer’s “completely disagreed” position, and “5 denoting completely agreed” position, with 3 being a neutral position.  The collected data is analyzed using the SPSS statistical software.

The results of the analysis show that consumers agree that billboard advertising is important and has an impact on consumer purchase decisions. So, the study offers some insights for companies in order to use them in their outdoor advertisements.

Author Biography

Jusuf Zekiri, South East European University

Associate professor at Faculty of Business and Economics

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Published

03.05.2019

Issue

Vol. 8 No. 2 (2019)

Section

Management, Marketing and Business Administration

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