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Impact of Media Advertising on Consumer Purchasing Behavior in the Food and
Beverage Industry in Malaysia
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1 Research background
Advertisements are a kind of marketing communication in which a product, service, or concept is
promoted via the use of an overtly commercial, impersonal message broadcast over the airwaves
or on the Internet. Advertising has been around for generations, helping businesses get their
products and services in front of consumers. Since then, advertising has focused on
communicating with consumers in order to gain business. Print, broadcast, covert, outdoor,
surrogate, celebrity, and print service advertising are just a few examples of the many advertising
channels available to businesses today. (Di̇ ana-Rose et al., 2016)
When compared to other sectors, the food and beverage industry is one of the most competitive
and rapidly expanding. This is due to the fact that food is necessary for survival. Almost three
times a day, the average person partakes in some kind of F&B consumption. Maslow postulates
that if a person's basic needs are met, he or she will prioritize having more freedom above other
aspects of their life. Therefore, while purchasing food and drink, shoppers look for good deals.
It's meant to do more than just keep them from going hungry; it's also meant to provide them
with the nutrients they need to be healthy. Due to the high competition in the industry, it is a
must to have a proper advertising strategy in order to remain in the market.
Advertising, which acts as a direct connection to both consumers and competitors by displaying
the company's presence in the market, is one of the most important aspects of marketing
communication since it serves as one of the most critical components of marketing
communication. As a result, the outcomes of this research will make it clear whether or not it
would be beneficial for the firm to advertise on a variety of platforms. The data will also show
that advertising distributed through a variety of platforms, including television, newspapers, and
the internet, have the potential to successfully influence consumer behavior across all age
groups.
2 Problem statement
The purpose of this study is to "evaluate the influence of media advertising on consumer
purchasing behavior in the food and beverage industry in Malaysia," and its focus is on the
country of Malaysia. The experts in the food and beverage industry in Malaysia will get
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information about the advertising techniques in order to attain the present high level of marketing
competition in Malaysia, which is the reason why this study is so important.
3 The Rationale
The results of the study will primarily center on an analysis of the influence that different forms
of media advertising have on the purchasing decisions made by customers in the food and
beverage sector of the economy in Malaysia. There are a lot of publications that go into detail
about how the influence of media advertising on consumer behavior in Malaysia may be seen in
different industries. However, there is no article on the Food and Beverage Industry that
discusses how the influence of advertising may be seen in the actions of consumers.
4 Scope of the study
The scope of the research will mainly focus on Media Advertising strategies and their impact on
Consumer Purchasing Behavior in the Food and Beverage Industry in Malaysia exploring the
new strategies the industry can be utilized the resources on media advertising in order to remain
in the competitive marketing environment.
In addition, the study will talk about which parties assisted media advertising, how government
assistance worked, what strategies and plans are in place for the future of advertising strategy,
and which parties aided media advertising. Nevertheless, the scope of this study will be restricted
to the food and beverage business in Malaysia.
5 Aims and objectives
The purpose of this study is to conduct an in-depth analysis of the tactics and strategies of media
advertising used by the food and beverage sector in the hopes of having a favorable effect on the
purchase decisions made by individual consumers.
Objectives
To identify the ways media advertising can use for the purpose of enhancing consumer
purchasing behavior in the food and beverages industry in Malaysia.
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To evaluate the impact of Media Advertising on Consumer Purchasing Behavior in the
Food and Beverage Industry in Malaysia
To evaluate the key measures and statistics reagrding the impact of the use of different
media advertising strategies.
6 Theory overview
The path that leads to the introduction of the theoretical features that have been gathered from
previous research investigations concerning the influence of media advertising on the purchasing
behavior of consumers is laid out in this chapter.
6.1 Consumer purchasing behavior
A person or organization that is the final user of the goods or services that are available on the
market is considered to be a customer. A consumer may be either an individual or an
organization. One definition of a customer is a person, while another defines a consumer as an
organization. A customer's behavior may be defined as the acts they perform or the plans they
make before, during, and after the purchasing process. (Hecht et al., 2020) A consumer has the
right and the ability to make decisions on the acquisition of products or services. Personal,
cultural, social, and psychological variables are the four primary components that have a role in
the purchasing decisions of consumers.
6.2 Ways of Media Advertising
6.2.1 Print Service advertising
Customers may be reached via the use of print service advertising, which is a means for
promoting a product, service, or message through various printed mediums such as a magazine,
poster, newspaper, brochure, and so on. Print service advertising has a long history of being used
to communicate with customers in order to raise awareness and has been utilized for this purpose
throughout that history. It is worthwhile to promote utilizing paper in order to have an influence
on the perceptions of customers (Hecht et al., 2020) When there is an influence of advertisement
on customer perception for print service advertising, there is still a need for advertising utilizing
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newspapers, posters, and magazines to offer awareness to prospective consumers. This is
because advertising may have an effect on customer perception. (Sudari et al., 2019)
6.2.2 Broadcast advertising
Broadcast advertising refers to when an organization promotes its products or services via the
use of media such as radio or television. When it comes to the efficiency of their campaigns,
marketers of both goods and services report receiving quite different kinds of replies (Gauci &
Hill, 2003) Currently, advertising agencies invest a significant portion of their profits in
advertisements that can be found in a variety of forms of media, such as television, radio, and
print magazines. Despite this, television remains one of the most popular forms of media due to
the fact that it is one of the most accessible forms of media. (Voorveld et al., 2018)
6.2.3 Social media advertising
The word "social media" is one that is often used in modern times for the purpose of connecting
individuals from all over the globe. People who were previously just consumers of material are
now also creators of that content thanks to the democratization of information brought about by
social media. It is the transition from a system of broadcasting to a model of many-to-many
communication, which is based on discussions between writers, individuals, and peers.
(Voorveld et al., 2018) Advertising on social media will almost certainly have some effect on
how customers react to the goods. It is possible for it to have a favorable or negative impact,
depending on the manner in which the product is presented to the customer. (Hee & Yen, 2018)
7 Method of Analysis
This study will use a methodical review to investigate the influence of media advertising on
consumer purchasing behavior in the food and beverage industry in Malaysia. The study's target
market in Malaysia. In order to identify, choose, and assess primary research that is important to
the topic at hand, the researcher is going to use techniques that are systematic as well as clear. In
addition, the researcher is going to extract data from the studies that are going to be included in
the review, and then they are going to do an analysis of that data. Since the researcher is looking
into a topic that has already been researched by other individuals in the past for a different field
of endeavor, this investigation may be categorized as a deductive study. The researcher is doing
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a study by making use of the secondary data that is already available in the hopes of drawing
conclusions based on the outcomes of that investigation.
As a direct consequence of this, data will be collected from carefully selected journal articles and
online entries that have been subjected to peer review and authentication. Following that, the
data will be assessed via the use of theme analysis and synthesis, turning this study into a
qualitative investigation.
References
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