Impact of radio advertisements on buying behaviour of urban commuters

Impact of radio advertisements on buying behaviour of urban commuters Purpose – This study aims to analyze the impact of radio advertisements on urban commuters towards buying behaviour in retail stores and attempts to determine the role of radio advertising on dissemination of information on the sales promotions. The impact of radio advertisements on the store choice and buying preferences are analyzed based on empirical investigation. Design/methodology/approach – This study is based on the empirical investigation of urban commuters who acquire information on sales promotion by listening radio advertisements during travel time. The sample respondents selected for the study frequently commute to their workplaces from the residential areas located in the southern, northern and suburban habitats in Mexico City. Data were collected by means of personal interviews during 2007‐2009 in different festival seasons broadly categorized as three seasons: April‐June (Spring sales following the occasions of Easter vacations, Mother's day and Father's day), July‐August (Summer sales) and November‐January (Winter sales following prolonged Christmas celebrations), when retailing firms including supermarkets, departmental stores and shopping malls advertise sales promotions frequently on radio. Findings – The study reveals that shopping behaviour of urban consumer at retail stores in response to radio advertisements is highly influenced by the physical, cognitive and economic variables. Radio advertisements propagating promotional messages on sales of products have quick response to the supermarkets and department stores. Listeners of radio commercials are attracted towards advertisements, which are more entertaining while disseminating the message. This study on impact of radio advertisements on consumer behaviour revealed that advantage shopping at retail stores in response to radio advertisements is highly influenced by the physical, cognitive and economic variables. Originality/value – A large number of people listen to radio while commuting in urban areas and respond to the broadcast of various commercial messages. There are limited studies available on radio advertisements and their socio‐economic impact. This study contributes to the existing literature on the subject. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

Impact of radio advertisements on buying behaviour of urban commuters

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
0959-0552
D.O.I.
10.1108/09590551111144888
Publisher site
See Article on Publisher Site

Abstract

Purpose – This study aims to analyze the impact of radio advertisements on urban commuters towards buying behaviour in retail stores and attempts to determine the role of radio advertising on dissemination of information on the sales promotions. The impact of radio advertisements on the store choice and buying preferences are analyzed based on empirical investigation. Design/methodology/approach – This study is based on the empirical investigation of urban commuters who acquire information on sales promotion by listening radio advertisements during travel time. The sample respondents selected for the study frequently commute to their workplaces from the residential areas located in the southern, northern and suburban habitats in Mexico City. Data were collected by means of personal interviews during 2007‐2009 in different festival seasons broadly categorized as three seasons: April‐June (Spring sales following the occasions of Easter vacations, Mother's day and Father's day), July‐August (Summer sales) and November‐January (Winter sales following prolonged Christmas celebrations), when retailing firms including supermarkets, departmental stores and shopping malls advertise sales promotions frequently on radio. Findings – The study reveals that shopping behaviour of urban consumer at retail stores in response to radio advertisements is highly influenced by the physical, cognitive and economic variables. Radio advertisements propagating promotional messages on sales of products have quick response to the supermarkets and department stores. Listeners of radio commercials are attracted towards advertisements, which are more entertaining while disseminating the message. This study on impact of radio advertisements on consumer behaviour revealed that advantage shopping at retail stores in response to radio advertisements is highly influenced by the physical, cognitive and economic variables. Originality/value – A large number of people listen to radio while commuting in urban areas and respond to the broadcast of various commercial messages. There are limited studies available on radio advertisements and their socio‐economic impact. This study contributes to the existing literature on the subject.

Journal

International Journal of Retail & Distribution ManagementEmerald Publishing

Published: Jun 7, 2011

Keywords: Radio advertisement; Sales promotion; Retailing; Cognitive factors; Consumer behaviour; Information dissemination; Urban marketplace; Media effect; Store choice; Competitive strategy; Mexico

References

  • Why the spontaneous images created by the hands during talk can help make TV advertisements more effective
    Beattie, G.; Shovelton, H.
  • Associations of unethical consumer behavior and social attitudes
    Callen‐Marchione, K.S.; Ownbey, S.F.
  • Measuring the effectiveness of marketing information systems: an empirically validated instrument
    Gounaris, S.P.; Panigyrakis, G.G.; Chatzipanagiotou, K.C.
  • Digital broadcasting – Challenges and opportunities for European community radio broadcasters
    Hallett, L.; Hintz, A.
  • The role of store environmental stimulation and social factors on impulse purchasing
    Mattila, A.S.; Wirtz, J.
  • Advertising time expansion, compression, and cognitive processing influences on consumer acceptance of message and brand
    Megehee, C.M.
  • Field experiments testing the impact of radio advertisements on electoral competition
    Panagopoulos, C.; Green, D.P.
  • Commercial broadcasting and local content: cultural quotas, advertising and public stations
    Richardson, M.

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