A Role of Media Advertisement.. Influencing Buying Behaviour of Bhutanese Students in Higher Learning Institute with reference to garments

      Аннотация: Advertisement is one of the ways for an organization to interact with the customers and convince an audience (viewers, listeners or a listener) to purchase a product or services. Advertisement plays an important role in persuading customers to purchase products and services. This research paper is to investigate the relationship between dependent and independent variables which are attributes of advertisements and its influence aspect of consumer (GCBS students) buying behaviour, by using the quantitative study by designing the questionnaires tapping the responses of 318 respondents. The method used to collect data was non-probability convenient sampling. The data collected from the respondent were statistically analyzed using SPSS for Regression Analysis, One Way ANOVAs Independent Sample T-test and correlation.

Ключевые слова: Bhutanese Advertising, advertising, Bhutan