Abstract:
This research used Ufone brand advertising to examine its effect on consumer buying behavior. We conducted our research on Ufone TV advertising in order to examine the level of public demand and its response to the brand itself. The study first determined initial preference for the brand and then analyzed the effects of TV advertising.
A questionnaire was developed to gather the data. Respondents completed 100 surveys measuring pre/post ad exposure. Data was imported into SPSS and frequency distribution was done.
The analysis found out that initially Ufone is the most favoured brand among respondents. However, post-test results show an overall consumer brand preference for Telenor. Almost half of respondents indicate that they feel differently about a brand after they had seen the ad. Also, a higher percentage of respondent’s feel less favorable about a specific brand after looking at the corresponding ad.
