Asia Pacific University Library catalogue

A thesis submitted in fulfillment of the requirement for the award of the degree of Master in Global Marketing Management (UCMF1808GMM)

This investigation designed to research with regards to the impact of the different types of advertisement on customer buying behaviour among the young generation in Kuala Lumpur, Malaysia in the direction of purchasing a mobile phone. During recent years, the influence of advertisement on customer buying behaviour continues to grow gradually. The techniques which are increased sales items have improved by marketers due to the convenience of linking up to the advertisements. It is essential that the marketers comprehend the elements that persuade purchasers to seek advertisements when they want to buy an item, while encourages them to decide to purchase again. The research offers outcomes that allocate suppliers as well as businesses to acknowledge how advertisements impact on purchasing smartphone in Kuala Lumpur. Study targets have been intended to demonstrate the connection between independent variables, including online advertisement, print advertisement, and newscast advertisement while the dependent variable is involved in customer buying behaviour. Research methodology for this explores consist of the primary method of obtaining information, wherever primary information comes to providing a questionnaire on the Internet. The size of the sample which using in this study has been targeted towards 130 young generation answers. The consequence demonstrates the connection between independent variables and dependent variable with the young generation which have decided to buy a smartphone in Malaysia. This research supplied by primary data is gathered from young customers who are answering to the organize questionnaire in Kuala Lumpur along with secondary data is collected from journals, books and so on.