The effect of different media ads on consumer’s purchase intension: a pragmatic exploration on the Bangladeshi fast food industry

Advertisement plays a significant role in terms of product or service characteristics clarification to the customer. Regardless of the advertisement’s types, a customer by the exposure of ads will go through specific steps of awareness. Realizing the current needs, this study aimed to examine the re...

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Main Authors:	Haque, A. K. M. Ahasanul, Sarwar, Abdullah Al-Mamun, Yasmin, Farzana
Format:	Article
Language:	English
Published:	International Journal of Management and Business Affairs 2012
Subjects:	H61.8 Communication of information
Online Access:	http://irep.iium.edu.my/25261/ http://irep.iium.edu.my/25261/ http://irep.iium.edu.my/25261/1/the_effect_of_different_media.pdf

id	iium-25261
recordtype	eprints
spelling	iium-252612012-12-05T00:40:54Z http://irep.iium.edu.my/25261/ The effect of different media ads on consumer’s purchase intension: a pragmatic exploration on the Bangladeshi fast food industry Haque, A. K. M. Ahasanul Sarwar, Abdullah Al-Mamun Yasmin, Farzana H61.8 Communication of information Advertisement plays a significant role in terms of product or service characteristics clarification to the customer. Regardless of the advertisement’s types, a customer by the exposure of ads will go through specific steps of awareness. Realizing the current needs, this study aimed to examine the relationship between three different types of advertisements and their influence on the customer’s attitude towards fast food industry in Bangladesh. Data were collected by using convenient sampling method from Dhaka city in Bangladesh. The result of the research shows that, consumers have found the online advertising more interesting compared to media and print ads and its due to the rapid growth of internet users. Finally, based on the findings, some recommendations are proposed. International Journal of Management and Business Affairs 2012-07 Article PeerReviewed application/pdf en http://irep.iium.edu.my/25261/1/the_effect_of_different_media.pdf Haque, A. K. M. Ahasanul and Sarwar, Abdullah Al-Mamun and Yasmin, Farzana (2012) The effect of different media ads on consumer’s purchase intension: a pragmatic exploration on the Bangladeshi fast food industry. International Journal of Management and Business Affairs, 2 (3). pp. 1-14. ISSN 2230–8393 (O), 2230 - 8393 (P) http://ijmba.com/abstract_issue.php?p_month=Jul&p_yr=2012&i_id=94&p_msg=4
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	H61.8 Communication of information
spellingShingle	H61.8 Communication of information Haque, A. K. M. Ahasanul Sarwar, Abdullah Al-Mamun Yasmin, Farzana The effect of different media ads on consumer’s purchase intension: a pragmatic exploration on the Bangladeshi fast food industry
description	Advertisement plays a significant role in terms of product or service characteristics clarification to the customer. Regardless of the advertisement’s types, a customer by the exposure of ads will go through specific steps of awareness. Realizing the current needs, this study aimed to examine the relationship between three different types of advertisements and their influence on the customer’s attitude towards fast food industry in Bangladesh. Data were collected by using convenient sampling method from Dhaka city in Bangladesh. The result of the research shows that, consumers have found the online advertising more interesting compared to media and print ads and its due to the rapid growth of internet users. Finally, based on the findings, some recommendations are proposed.
format	Article
author	Haque, A. K. M. Ahasanul Sarwar, Abdullah Al-Mamun Yasmin, Farzana
author_facet	Haque, A. K. M. Ahasanul Sarwar, Abdullah Al-Mamun Yasmin, Farzana
author_sort	Haque, A. K. M. Ahasanul
title	The effect of different media ads on consumer’s purchase intension: a pragmatic exploration on the Bangladeshi fast food industry
title_short	The effect of different media ads on consumer’s purchase intension: a pragmatic exploration on the Bangladeshi fast food industry
title_full	The effect of different media ads on consumer’s purchase intension: a pragmatic exploration on the Bangladeshi fast food industry
title_fullStr	The effect of different media ads on consumer’s purchase intension: a pragmatic exploration on the Bangladeshi fast food industry
title_full_unstemmed	The effect of different media ads on consumer’s purchase intension: a pragmatic exploration on the Bangladeshi fast food industry
title_sort	effect of different media ads on consumer’s purchase intension: a pragmatic exploration on the bangladeshi fast food industry
publisher	International Journal of Management and Business Affairs
publishDate	2012
url	http://irep.iium.edu.my/25261/ http://irep.iium.edu.my/25261/ http://irep.iium.edu.my/25261/1/the_effect_of_different_media.pdf
first_indexed	2023-09-18T20:37:41Z
last_indexed	2023-09-18T20:37:41Z
_version_	1777409155413311488

The effect of different media ads on consumer’s purchase intension: a pragmatic exploration on the Bangladeshi fast food industry

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