The Influence of Conventional Advertising on Consumer Buying Behavior in Retail Settings.

This research investigated the effect of traditional advertising on consumer purchasing behavior in retail environments. The study was centered around four key objectives aimed at assessing the impact of television, radio, print, and outdoor advertising on consumer decisions. A quantitative descriptive survey approach was employed, collecting data from 300 participants through a structured questionnaire consisting of 15 items using a four-point Likert scale ranging from Strongly Agree to Strongly Disagree. The results were analyzed using frequencies, percentages, means, and standard deviations, with a criterion mean of 2.50 applied for decision-making. The results indicated that traditional advertising has a positive impact on consumer purchasing behavior. Specifically, television advertising had a mean score of 3.37, radio advertising 3.36, print advertising 3.56, and outdoor advertising 3.40. An overall mean of 3.43 suggested that participants generally believed that traditional advertising plays a significant role in raising product awareness, encouraging product consideration, fostering brand preference, and influencing purchasing decisions in retail settings. Print advertising had the highest mean score, indicating it was the most impactful traditional advertising medium among the respondents. The study concluded that traditional advertising continues to be important in shaping consumer buying behavior, even with the rise of digital advertising. It recommended the strategic integration of traditional advertising channels to enhance consumer awareness, engagement, and purchasing decisions.