Impact of Advertising on Youth Essay

DefinitionYouth is considered as a period of vicissitude from the dependence of childhood to the independence of adulthood. overdue to the expansion of global elevateder(prenominal) education and delayed marri duration, the period of time from young to adulthood has been all-embracing longer comp ared to before the expansion. As aresult, the groceryers, educators and policy makers consider juvenility stage as a stage that is becoming more in-chief(postnominal) to them (Assaad and Roudi-Fahimi, 2007). According to United Nation (UN), they define offspring as those persons amongst the ages of 15 and 24 days (UNESCO, 2013). Malaysia follows the United Nations interpretation of jejuneness by changing the old age convention of youth from 18 to 40 historic period old to the current age group of 18 to 25 years old under a new National Youth Policy (The Star Online, 2011). Based on Malaysia demographics visibleness 2014, the number of population for age structure 15 to 24 yea rs old is 2, 580, 486 for male and 2, 511, 579 for female (Index Mundi, 2014).Consumer purchase behaviour or likewise known as consumer buyer behaviour is studied to be an innate part of selling and Schiffman (2007) state that consumer buying behaviour is the behaviours that consumers display in searching for, buying, victimization, evaluating, and disposing of products and work that they expect go away satisfy their needs. advertise is a commercializeers technique and a method of communication to encourage and contain capability or current consumers. These potential or current consumers freighter be viewers, readers or listeners and they entrust be persuaded to continue use the marketers serve or products or take some new action later on the advertizement. Sponsors comm unaccompanied paid for the advertizement messages and it can be viewed by inwardness of numerous traditional media and new media (Upadhyay & Joshi, 2014). advertise Industry in MalaysiaIn Malaysia, the advertize industry is considered as a profit fitted business. Malaysia spends about RM2.39 one million million in the runner half of the year 2007 and this is a 9% growth from the same period in the year 2006 where it is RM2.2 billion. This shows at that place is a blotto growth for this industry in Malaysia (The Report Malaysia, 2008). Furthermore, from the year 2000, there is an extend of 76% for announce expenditure with cinema, point-of-sale and radio advertising experiencing a triple-digit growth for this same period of time (The Report Malaysia, 2008). Although this industry is remunerative for business, the content for advertising is highly restricted by the Malaysian dialogue & Multimedia Content Code (MCMCC, 2009). AimMalaysias total advertising expenditure rose 22% by the first half of 2008compared to the brave years advertising expenditure. This accounted to the expenditure of RM2.9 billion alone for advertisement (Malaysian communions and Multimedia Co mmission, 2009). in that location is no certainty that the money fagged on advertisements pull up stakes give the necessary profits that these companies expected to gain. Due to the fact that the highest purchasing post belongs to the youths, the companies should target the existing youth market. In order to target this market, companies should be equipped with extensive knowledge on which aspect of advertisement that heavily influences the youths purchasing behaviour. This seek aims to find the factors of advertising that influences the youths purchasing behaviour. As youth purchasing power is on the nip and tuck and the content of advertisement is highly restricted by the Malaysian communion & Multimedia Content Code, it is imperative for the marketers and advertisers to check what aspects of advertisement that appeals to the eyes of the youth consumers.Motivation of this StudyGlobal youth market is an impressionable and patriotic market that are making decisions and gath ering information on products and companies that could come by a lifetime (Maddock, n.d.). The international marketers and advertisers consider the global youth market as a noteworthy market to consider due to its size, homogeneity and its rising purchasing power. Due to the consideration that they are a operative market, these knowledgeable consumers that are in the youth market induct been sniped with promotions for almost of their lives. Although there are many types of marketing implements that can be use to influence them, advertising as yet re master(prenominal)s as the master(prenominal) weapon due to its longer impact on viewers mentality (Katke, 2007).Even though it is a known fact that youths purchasing power is on the rise compared to other range of age, there are still limited enquiryes that have been done regarding this topic. Most researches centred on the relationship amid advertising and general consumer purchasing behaviour in other countries. There are in adequate bill of research that was done concerning the relationship surrounded by advertising and youths purchasing behaviour in Malaysia. Therefore, this research is made to understand what makes an advertisement desirable to the Malaysian youths and its influences on their purchasing behaviour. Problem StatementsThe sphere in year 2014 is radical to 1.8 billion young people from the age of 10 until 24 (UNFPA, 2014) and majority of the purchasing power belongs to them. This makes them the most cogent in making purchasing decisions in terms of food, clothing and cars to entertainment and family vacations. They even have a say on what type of home they will live in (Jennifer Waters, 2006). This makes the youths an important target market for advertising agency and companies all around the world. The primary mission of advertisement is to relieve oneself the intended consumer and influence their awareness postures and buying behaviour. As they spend a huge sum of money to mainta in the consumers interest in their products, they need to understand what catches the consumers interest. Furthermore, due to the heavy regulated genius of this business, it is vital to evaluate the factors of youths attitude towards advertising to discover what antecedents that would affect youths preferences are. question QuestionsThe research questions are as follows1. Which aspect of advertisement influence youths in purchasing the product or service? 2. What is the relationship between advertisement and youths purchasing behaviour? 3. Why is advertising critical in ensuring the pick of the company? Research ObjectivesThe objectives of this research are to1. Identify the aspects of advertisement which influences youths in purchasing the product or service. 2. Determine the relationship between advertisement and youths purchasing behaviour. 3. Ascertain the importance of advertising in ensuring the survival of the company. arena of this ResearchThis research centres around the impact of advertising on youths purchasing behaviour. In this research, youth is considered as anyone from age 18 to 24 years old. Furthermore, this research will be conducted at four different occult universities in Kuala Lumpur, Malaysia (HELP University, Open University and University of Kuala Lumpur) as there is a limited amount ofmoney and time to travel to anywhere else. In addition, this research only consider students from different courses one course per one unavowed university. This research will only test whether the Independent Variables (credibility, instructive, hedonic/pleasure, proper for economy) influences the pendant Variable (impact of advertising on youths purchasing behaviour).Significance of this research all(prenominal) companies in Malaysia spend a huge sum of money on marketing strategy of advertisement to introduce the product or services that they provide in market to consumers. Furthermore, with the restrictions to create creative advertisements from the Malaysian Communication & Multimedia Content Code, it made the job of the advertisers harder due to restricted contents that are allowed in an advertisement. Therefore, through this research, marketers and advertisers are able to identify the aspects of advertisements that youths in Malaysia prefer to have in an advertisement. This will help to save a lot of the marketing worlds expenditure and time as they are able to come up with a more efficient, in(predicate) and popular advertisement to suit the taste of youths in Malaysia.Theoretical fashion modelThe dependent inconsistent for this research is impact of advertising on youth purchasing behaviour. This research aims to find the factors of advertising that influences the youths purchasing behaviour. The first independent variable is credibility. According to MacKenzie and Lutz (1989), advertising credibility is consumers boilers suit awareness towards the honesty, reliability, dependability and credibility of an adv ertisement. The second independent variable is informative. As recipients react very positively towards advertisements that provide information, information is treat as a very valuable incentive in the marketing world (Varshney, 2003).The third independent variable in this research is hedonic or pleasure. Abd Aziz, Mohd Yasin, and Syed A. Kadir (2008) found that advertisements can be pleasurable and entertain in enticing and retaining attention given to customers desires and requirements. Lastly, the fourth independent variableis good for economy. Based on the research done by Bauer and Greyser (1968), over 70 percent of their research sample believed that the living old-hat incrementd due to advertising and this in turn led to good products.Underpinning TheoryThe underpinning theory that will be used as a guidance to accomplish part of this research is the power structure of Effects poser by Robert J. Lavidge and Gary A. Steiner. This marketing communication model that was crea ted in the year 1961 suggests that there are sextette stages that an advertiser has to lean the consumer to go through. After these sise stages, the consumer has to decide whether to buy or not the products or services offered. The six stages comprises of awareness, knowledge, liking, preference, conviction and the final stage, purchase (Nguyen, 2013). This research will be using the Hierarchy of Effects Model as a guide to unfold the questions in the researchs questionnaire and also as a guide to analyse and understand the researchs results.Proposed Research MethodologyThe main subprogram of this research is To Evaluate the wallop of advertizing on Youths acquire Behaviour among Malaysian youths. A survey will be conducted amongst the hole-and-corner(a) university students in Kuala Lumpur, Malaysia and a thorough analysis of the results will be made. test SizeA sample of 200 questionnaires will be distributed for the purpose of study and analysis.Sampling UnitSampling unit consist of snobby university students in Kuala Lumpur, Malaysia. Sampling TechniqueConvenience sampling technique (non-probability sampling) is discharge to be used for the survey. Questionnaire will be filled by the toffee-nosed university students. Data collection entropy will be collected through primary and secondary sources. 1. Primary data primary data are going to be collected with the assistance of structured questionnaire. 2. Secondary data Source of secondary data is going to be collected using the help of published reports, journals, and credible websites.SampleIn this research, the sample will consists of 200 students (N = 200) selected from university students from four clubby universities in Kuala Lumpur, Malaysia using convenient sampling technique. The sample size will be consisted of university students of age between 18 to 24 years old from four different courses.Survey InstrumentsThe main objective of this research is to analyse the impact of advertising on youths purchasing behaviour for private university students in Kuala Lumpur. The data for this research will be collected by well developed, structured five point Likert de racing shell questionnaires. All of the questionnaires are going to be distributed among the students from four different private universities of four different courses. The answers from the questionnaire will be collected in a period of two weeks and the results will be analysed and evaluated using Statistical software product for Social Science (SPSS) version 20.0 of IBM. The questionnaire is divided into two shares section I and section II.Section I contains questions about the awareness about the advertisements and section II contains questions that describes the recent purchase the private students had done with the assistance of the advertisements that they have seen and attracted to. For this research, the Likert scale will contain a five point scale where number 1 is for powerfully agrees while number 5 if for strongly disagrees. The five point Likert scale will be defined as below to help with the analysis of the results. (Number 1)Strongly agree(Number 2) Agree(Number 3) immaterial/No opinion(Number 4) Disagree(Number 5) Strongly disagreeConclusionAdvertising industry is a very lucrative industry in Malaysia as it is able to make a high profit in a short time. The same cannot be said for any company that invests a huge amount of money in to make advertisements for their products or services. Advertising is a risk that companies have totake in order to short-circuit awareness to consumers about their new or existing products. When a exceptional advertisement is successful in catching the consumers attention and able to allure them to purchase the product or services, the sales for the company will increase but when it fails, the profits drops. As companies need to take such high risks every time they need to produce advertisements, it is important for them to know which mar ket has the highest purchasing power and to have knowledge on how to attract these potential consumers.It is identified that youths have the highest purchasing power among all range of ages and this research aims to identify the factors of advertising that influences the youths purchasing behaviour. This researchs theoretical poser consists of four independent variables that are credibility, informative, hedonic/pleasure and good for economy and the dependent variable is impact of advertising on youths purchasing behaviour. In order to execute the research, Hierarchy of Effects Model by Robert J. Lavidge and Gary A. Steiner will be used as an underpinning theory. Five point Likert Scale questionnaires will be distributed and collected in two weeks to university students from four different private universities. This research will be done in hopes that companies are able to produce more stimulating and successful advertisements to youths. audiencesAbd Aziz, N., Mohd Yasin, N., & Sye d A. Kadir, B. (2008). Web advertising beliefs and attitude Internet users view. The Business Review, Cambridge, 9(2), 337-337. Advertising Development In Malaysia Catching Eyebals in Changing Media. (2009, January 1). Retrieved January 27, 2015, from http//www.skmm.gov.my/skmmgovmy/files/attachments/Ad_Dev_Malaysia.pdf Assaad, R., & Roudi-Fahimi, F. (2007, April 1). Youth in the Middle East and North Africa Demographic opportunity or challenge? Retrieved from http//www.prb.org/pdf07/youthinmena.pdf Bauer, R., & Greyser, S. (1968). Advertising in America The consumer view. unpublished Graduate Dissertation, Boston, MA Harvard University. Gupta, M., Engelman, R., Levy, J., Luchsinger, G., Merrick, T., & Rosen, J. (2014, January 1). The Power of 1.8 Billion Adolescents, Youth, and the Transformation of the Future. 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Retrieved January 13, 2015, from http//www.marketwatch.com/story/young-americans-a-giant-influence-on-buying-decisions-study What do we mean by youth? (n.d.). Retrieved from http//www.unesco.org/new/en/social-and-human-sciences/themes/youth/youth-definition/