An Investigation of Factors Affecting the Role of Advertising in Consumer Attractiveness: Post-Pandemic Perspective

Abstract

Advertising Effectiveness assists organizations to perceive and understand the requirements and needs of customers. To survive in today’s business world, it is very important to know the effectiveness of advertising in term of consumer attractiveness. Being a developing economy, Bangladesh is gradually becoming a large market, especially for the fast-changing consumer goods sector. In the last few years, the consumer goods industry in Bangladesh has experienced a dramatic growth; both qualitative and quantitative improvements have occurred in the consumer durable items. The purpose of this study is to identify the factors that affect advertising effectiveness in case of consumer attractiveness in the era of Covid-19. Using a sample of 200 Bangladeshi customers the study identified six factors that affect advertising effectiveness, namely, attention, knowledge, judgment, interest, preference and advocacy. Respondents were directly asked to provide their perceptions or evaluations regarding the factors, using a five point Likert scale. Multiple regression analysis is used in order to test the hypotheses developed in the study. The results reveal that that except advocacy all other factors have significant impact on the advertising effectiveness in case of consumer attractiveness during COVID-19. On the basis of the findings of this study, it can be concluded that attention, knowledge, judgment, interest and preference are jointly and independently predict advertising effectiveness. This result is consistent with the findings of pre-pandemic situation which implies that the role of advertising does not change that much due to pandemic situation in terms of attracting consumers. Based on the findings of this research, it is expected that the concerned authority should formulate necessary guidelines to overcome the problems associated with the advertising effectiveness especially after the Post-Covid situation.