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INFLUENCE OF MEDIA, SOURCE AND MASSAGE IN ADVERTISEMENT ON BRAND CHOICE

(A Study of Consumer Living in Kathmandu District)

1.2 Problem Statement

Thus, factors focusing in advertising, strategy of advertising, and means of advertising are main
contributors for consumers brand choice. So, the study is conducted considering following research
questions:
i. What is the effect of media of advertisement on brand choice of customer?
ii. What is the influence of sources factors on customer brand choice?
iii. What are the influences of massage factors on customer brand choice?
iv. What is the relation among media, massage and source factors of advertisement?

1.3 Objectives of the Study

The general objective of the study is to examine the role of the advertisement elements on customer
choice of branded shoes and cloth. Besides that, following are the specific objectives of the study:
i. To examine the effect of media of advertisement on brand choice of customer.
ii. To assess the influence of sources factors on customer brand choice.
iii. To find out the influences of massage factors on customer brand choice.
iv. To examine the relation among media, massage and source factors of advertisement.

1.4 Rationale of the Study

The study's goal is to investigate the effect of advertising on brand choice, as well as the role of
advertising mediums in brand choice and strategic factors influencing product brand choice. The study
focuses on the role of advertising in consumer product brand selection. The research is centered on home
appliance products such as jackets, shoes, and other accessories. As a result, this study can help
manufacturers of home appliances understand consumer behavior, advertising means selection, and
factors influenced by consumer preferences.

1.5 Hypothesis of the Study

H1: There is significant positive relation between media factors and customer brand choice.
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H2: There is significant positive relation between source factors and customer brand choice.

H3: There is significant positive relation between massage factors and customer brand choice.

1.6 Limitations of the Study

 The findings of the study may not be generalizable to all consumer populations or across different
cultural contexts due to use of 420 sample. The sample used in the study might not represent the
entire target audience which limit the broader applicability of the results.
 In the study participants might have difficulty accurately recalling their interactions with
advertisements or their brand choices. Memory biases can affect the reliability of the data because
during the study researcher meet participant only one time of data collection.
 The study uses cross sectional data rather than longitudinal data so the study focuses only on
short-term effects, and the long-term impact of advertising on brand choice may not be
adequately explored.
 Consumer brand choice is influenced by multiple factors, such as personal preferences, past
experiences, and peer recommendations. The study only focuses on the massage, media and
source factors for customer brand choice.
 Time factor is another limitation of the study because studies often have time constraints, limiting
the depth of investigation into various variables and potential moderating factors
LITERATURE REVIEW

2.2.1 Concept of Advertisement

The main features of advertising are non-personal, mass communication, sponsored, paid form, inform
and persuade, products, services and ideas, create image and speedy communication.
Media selection: There are various media option available to the advertiser. The advertising media can
be grouped into the four broad categories: There are many advertising “media” such as newspaper,
magazine and journals, television cinema, outdoor advertising. The media is the vehicles for delivering
the message to the target audience. This aspect of advertising involves evaluating and selecting the
appropriate media (Koirala, 2019)
Source factor: Consumer get information from various parties like friend, relatives, celebrity etc. The
term source to mean the person involved in communication a marketing message directly. Message’s
impact also depends on how the target audience views the communicator. Messages delivered by highly
credible sources are more persuasive. Sources of credibility expertise, trustworthiness, and likability.
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Expertise is the specialized knowledge the communicator possesses back the claim. Trustworthiness
describes how objective and honest source is perceived to be (Amtataw, 2017).
Message factor: The message is the key element in advertising. The major purpose of advertising is to
effectively transfer the intended message to the target audience. Other creative aspects such as appeals,
execution framework, copywriting, and artwork support the effective delivery of the message (Koirala,
2019).
Advertising goal is a component of integration communication of marketing and achievement level to be
accomplished with a specific audience in a specific period of time. Advertising is classified under its
objectives according to their aim like to inform targeted customer market, persuade to consumer about
products, remind time to time to regular customs, or reinforce through the revised mixture of products or
modified version. These objectives correspond to different states in the hierarchy-of-effects model
discussed as:
Informative advertising
The aim of advertising is to inform to consumers in the market who are searching and consuming such
types of commodities and services. There is necessary to create brand of product or company as good as
compared to competitors and increase awareness, knowledge of related old or new products, its features.
Advertisement explains the features of product like fuel economies (Koirala, 2019).
Persuasive advertising
There is variation in interest, preference, wants and needs of people in market. So, the advertising works
as persuasive means of creating liking, preferences, conviction and purchase to consumers to its products
of and services. Some persuasive advertising uses comparative advertising, which made and explicit
comparison of attributes of two or more brand (Koirala, 2019).
Reminder advertising
Consumers are not remembering for long lasting time about advertised information. So, advertising
reminds time to time to consumers which stimulates repeat purchase of products and services (Koirala,
2019).
Reinforcement advertising
Due to variation in interests, desires, wants and needs of consumer in market, there is requirement of
modification of products and adding new features. For continuity of products in market, company should
reinforce to targeted consumer. Advertising convinces current purchasers as well as probable customers
in market that they made the right choice. Automobile ads often depicts satisfied customers enjoying
special features of their new car (Koirala, 2019).
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2.2.2 Model in Marketing

Generally, model refers to the association between variables, when changed in one variable influence the
other variable. The model analyzes role of one variable in another variable. Marketing is an important
subject of business management where various factors influence marketing activities of producers,
consumers and other parties. There are various parties involving in marketing activities like consumer,
producer, advertising agency, and marketing association. All these parties influence the activities of
marketing. For understanding of these parties, following model play vital role:
Economic Model
This model argues that consumers purchase goods and services on the basis of marginal utility of product.
This is based on diminishing marginal law of utility. Marketing demands products. Consumers determine
budget and price of product. The relationship between price and quantity of demand is inversed in market
(Stanton, 1994).
Learning Model
This model states that demand of product is derived from elementary desires of consumers like food,
shelter, clothes etc. depending on the needs of consumers. Desires are derived by internal feelings of
human beings and behavior start to purchase of commodity (Koirala, 2019).
Psychological model
This model considers psychological fact of individual. Here, individual conscious and unconscious mind
determine consumers' behavior. Personal ID, ego and superego influence behavior of consumers in
marketing activities (Koirala, 2019).

2.2.3 Decision Making Model

Bettman’s Information-Processing Model
Sheth-Newman-Gross Model

2.2.3 Contemporary Model

Those models are developed by various experts in contemporary time. They are as:
Consumer Behavior Model

Nicosia Model

Howard-Seth Model
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Extensive Problem solving: At the initial point, the knowledge and belief of consumer about brand of
product is very limited. Consumers have no brand preferences and interests to see information about
numbers of brand in market (Howard and Sheth, 1969).
Limited brand Solving: Due to limited knowledges and beliefs, brands are partially established. It means
consumers are not fully access to various brands in order to reach brand preferences. Some brand
information is sought compared to others and criteria are likely to be fairly well defined. To make good
preferences, some products criteria must be well defined and positioning on consumers' mind. Based on
consumers' desire of product, company should consider those things effectively.
Routinized response behavior: Routinized response behavior shows that consumers have knowledge
and belief about brands very well. And there is enough experiences and information’s to avoid confusion
about the various brands. Consumers are loyal towards some specific brands.
These above points show that initially consumers have scarce of knowledge, belief on the specific brand.
Secondly limited brand is solving through communication and make brand loyal by creating knowledge,
belief and assurance of consumers. It indicates that communication between consumer and firm make
loyalty of consumers towards particular brand.

2.3.2 Review of Thesis

Mwakasege (2015) conducted study was influence of advertising on consumer buying behavior: case
study of forever living cosmetics products. The objectives were to identify Medias of advertising which
was used to advertise forever living products that determine ways in which advertisement influence
purchasing behavior and establish how different advertisements influence consumer’s behavior. The
researches had adopted case study, with primary and secondary data. Both qualitative as well as
quantitative types of data were collected through observation, interpretation and interview. Research
finding was that advertisement plays a very significant impact in influencing consumers buying behavior
by attracting their attention, arising interest.

Boateng, (2019) conducted a study on the effect of advertisement on consumer preferences and brand
choice. The objective of the study was to determine various mediums used for advertisement, assess the
types of advertisement, determine factors that mostly influence consumer behavior with Herbalife brand
and examine which advertisement influence consumer brand preference Herbalife product. The researcher
has adopted descriptive design under which case study, and cross section design was used with non-
probability sample size retailer 60 and 30. Consumer data was collected through questionnaire. The
finding of study was that advertising influences the consumer brand preferences of Herbalife product on
the basis of how advertisement promote Herbalife product.
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2.4 Research Gap

According to the studies reviewed above, advertising has a significant impact on consumer brand choice.
Advertising mediums also have an impact on customer brand selection. A large number of studies on
various products and methods of advertisement show that the role of advertisement is critical in
increasing product sales and customer brand choice. However, the study attempted to investigate what is
the customer brand preference for winter wear, shoe brand, and home appliance brand. Does the
advertisement influence Kathmandu customers' brand preferences for winter clothing, shoes, and home
appliances? Is the role of advertising mediums important or not? Which is the most preferred method of
advertisement in Kathmandu? Is the outcome consistent with Is the above-mentioned research correct?
The majority of the studies used experimental and analytical techniques. This study, on the other hand,
used a descriptive research design. Is there a difference in results due to research methodology? The
study's goal is to determine the impact of advertising on brand selection for various brands such as winter
wear, shoes, and home appliances. As a result, the study seeks to discover the brand preference behavior
of Kathmandu valley customers as a means of advertisement. The study concentrated on the role of
advertising in the brand selection of footwear, clothing, and home appliances in Kathmandu Valley.
RESEARCH METHODOLOGY

3.3 Population and Sample, and Sampling Design

This study's sample size is approximately 420 people from various parts of the Kathmandu valley. The
study's sampling design is most likely acceptable. As an example, a home appliance product business, a
home appliance product customer, a jacket, shoes, and accessories are used.
3.4 Nature and Sources of Data
The nature of data is primarily used in the study. Data are gathered from a field study, and the data
collection instrument is a structured questionnaire. A sample is a subset of the population being studied.
Sampling is the process of selecting a sample from a population in order to obtain information. The
sampling technique is used for the sample in this research probability. In probability sampling, each
element of the population has a predetermined probability of being selected as a sample. Each element of
the population may have the same chance of being chosen in the sample.
3.5 Methods of Analysis
This study uses the descriptive statistical tools for analyzing like mean, median, standard deviation,
correlation and regression line statistical tool and 5 scale Likert scale i.e., strongly agree, agree, neutral,
disagree and strongly disagree.
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3.6 Research Frame Work and Definition of Variable

The research framework connects the researcher to existing knowledge. Guided by a relevant theory,
researcher has given a basis for hypothesis and choice of research methods. A framework specifies
variables influencing a phenomenon of researFigure 1
Conceptual Framework

Independent Variable Dependent Variable

Advertising Media

Brand Choice of Shoe, Cloth

Factor Source & Home appliance product

Message factor

Source: Bruktaawit Amtataw, 2017

The conceptual frame work for the study where five independent variables. Impact on consumer brand
choice is measured on the basis of respondent response. Media used for advertising, message factors,
source factors, perceived quality of product and celebrity endorsement are independent variable used to
analyze consumer decision in the process of brand choice with dependent variable consumer brand choice
of shoes, home appliance, jacket etc.
Media selection: There are various media option available to the advertiser. The advertising media can
be grouped into the four broad categories: There are many advertising “media” such as newspaper,
magazine and journals, television cinema, outdoor advertising. The media is the vehicles for delivering
the message to the target audience. This aspect of advertising involves evaluating and selecting the
appropriate media (Koirala, 2019).
Factor Source: Consumer get information from various parties like friend, relatives, celebrity etc. The
term source to mean the person involved in communication a marketing message directly. Message’s
impact also depends on how the target audience views the communicator. Messages delivered by highly
credible sources are more persuasive. Sources of credibility expertise, trustworthiness, and likability.
Expertise is the specialized knowledge the communicator possesses back the claim. Trustworthiness
describes how objective and honest source is perceived to be (Amtataw, 2017).
Message factor: The message is the key element in advertising. The major purpose of advertising is to
effectively transfer the intended message to the target audience. Other creative aspects such as appeals,
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execution framework, copywriting, and artwork support the effective delivery of the message (Koirala,
2019)

CHAPTER IV
RESULTS AND DISCUSSION

4.1. Introduction
The chapter four deals with the finding and result of data analysis collected from the field survey using
tools as questionnaire. The descriptive statistical tools are used for analyzing and explaining the result of
data. The demographic variables and characteristics were presented in the chapter. The SPSS software is
used for the data analysis. The data is tabulation. The descriptive statistical tools like means, frequencies,
percentage were used for the interpretation of data. MS-Excel is also used to analyze the data as
requirement. The analysis of result considers the profile of respondent, their attitude towards brand of
product, advertisement means. On the basis of psychological reaction, the respondent is taken as the fact
or data for the study in various statement about the brand and means of advertisement.

4.2.1 Gender of the Respondents

In the study gender of the respondents are categorized into male, female and other. Following table shows
the gender of the respondents:
Table 1
Gender of Respondents
Gender Frequency Percent
Male 249 59.3
Female 171 40.7
Total 420 100.0
4.2.2 Age Group of the Respondents
Table 2
Age Group of Respondents
Age (in Year) Frequency Percent
Under 30 36 8.57
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21 -30 198 47.14

31-40 54 12.9
41-50 74 17.6
Above 50 58 13.8
Total 420 100.0
Source: Field Survey, 2023

4.2.3 Education of Respondents

Table 3
Education of Respondents
Education level Frequency Percent
Primary Level 4 0.95
Under SLC/SEE 31 7.38
SLC/SEE 61 14.52
Plus 2 112 26.67
Bachelor 94 22.38
Master 68 16.2
Above master 54 12.9
Total 420 100.0
Source: Field Survey, 2023

4.2.4 Occupation of the Respondents

The occupation of the respondents is classified into unemployed, students, job holder, agricultural sector,
business. Following table 4 shows the occupation of the respondents:
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Table 4
Occupation of Respondents
Occupation of Respondents Frequency Percent
Unemployed 51 21.14
Agricultural sector 14 3.33
Student 47 11.19
Job (service) 297 70.71
Business 11 2.61
Total 420 100.0
Source: Field Survey, 2023
4.3.1 Response of Advertising
Table 5
Advertising to Make Purchase Decision
Response on Advertising Frequency Percent
Yes 187 44.5
No 14 3.3
Sometime 219 52.1
Total 420 100.0
Source: Field Survey, 2023
4.3.2 Reason to Choose Brand
Table 6
Reason to Choose Brand
Shoe Cloth
Reason to choose brand Frequency Percent Frequency Percent
Easy availability 84 20.0 70 16.7

Advertisement 55 13.1 47 11.2

Quality of the product 186 44.3 228 54.3

Price 95 22.6 75 17.9

Total 420 100.0 420 100.0
Source: Field Survey, 2023
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Table 6 shows that 44.3% of the customer choose branded shoe for the quality followed by 22.6% and
20% of the customer choose branded shoes for price and easily availability respectively. Similarly, 54.3%
of the customer choose branded cloth for the quality of product followed by 17.9% and 16.7% of the
customer buy branded products for price and easily availability respectively. The study found that
customer have common reason for choosing branded shoes and cloth.
Media Used Advertisement of Shoe Brand

Statement Minimum Maximum Mean S. D.

Television Advertisement significantly 1.00 5.00 4.0357 1.37699
Contributes to my brand preference
Radio Advertisement significantly 1.00 5.00 3.7214 1.22270
contribute to brand preference
Newspaper Advertising Significantly 1.00 5.00 4.1071 1.01325
Contribute to my Brand Choice
Magazine advertisement significantly 2.00 5.00 4.1405 .72249
contribute to my brand choice
Outdoor Advertisement significantly 2.00 5.00 4.3262 .87160
contributes to my brand choice
Source: Field Survey, 2023

4.4.2 Media Used for Cloth Brand

Table 8
Media Used for Advertisement of Cloth Brand

Statement Minimum Maximum Mean S. D.

Television Advertisement significantly 1.00 5.00 3.9095 1.11890
Contributes to my brand preference
Radio Advertisement significantly 3.00 5.00 4.4500 .59019
contributes to brand preference
Newspaper Advertisement Significantly 1.00 5.00 4.1095 1.07584
Contributes to my Brand Choice
Magazine advertisement significantly 1.00 5.00 4.0905 1.28750
contributes to my brand choice
Outdoor Advertisement significantly 3.00 5.00 4.4905 .59625
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contributes to my brand choice

Source: Field Survey, 2023

4.4.3 Source Factors for Advertisement of Shoes

Table 9
Information for Shoe Brand

Statement Minimum Maximum Mean S. D.

Advertising undertaken by trained 1.00 5.00 3.5976 1.55642
experts has effect on brand preference
Advertising undertaken by celebrities 3.00 5.00 4.3310 .72625
influence my brand choice
Peer groups and family influence have 2.00 5.00 4.6690 .72296
effect on my brand preference

Source: Field Survey, 2023

4.4.4 Source Factors for Advertisement of Cloth

Table 10
Information for Cloth product Brand

Statement Minimum Maximum Mean S. D.

Advertising undertaken by trained 1.00 5.00 3.48 1.34
experts has effect on brand preference

Advertising undertaken by celebrities 2.00 5.00 4.26 0.80

influence my brand choice
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Peer groups and family influence have 3.00 5.00 4.61 0.58
effect on my brand preference

Source: Field Survey, 2023

4.4.5 Massage Factors for Shoes Brand Choice

Table 11
Message Factor for Advertisement of Shoe Brand

Statement Minimum Maximum Mean S. D.

During advertising, using background 1.00 5.00 3.72 1.23
music contributes to my brand choice
Developing stories and documentaries 1.00 5.00 4.01 1.15
in advertising have effect on my brand
choice
Advertising about quality of the product 2.00 5.00 4.11 .84
influences my brand choice
Credibility of advertiser and the 2.00 5.00 4.10 1.08
company have effect on my brand
choice
Fulfilling both the company and the 1.00 5.00 4.04 0.96
consumer's interest in the advertisement
message has effect on my brand choice
The frequency of advertisement has 1.00 5.00 4.22 1.10
effect on my brand preference
Advertising tells me “Which brand have 1.00 5.00 4.20 1.10
the feature I am Looking for?"

4.4.6 Message Factor for Advertisement of Cloth Brand

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Table 12
Message Factor for Advertisement of Cloth Brand

Statement Minimum Maximum Mean S. D.

During advertising, using background music 1.00 5.00 4.21 1.26

contributes to my brand choice

Developing stories and documentaries in 3.00 5.00 4.23 0.62

advertising have effect on my brand choice

Advertising about quality of the product 2.00 5.00 4.26 1.06

influences my brand choice

Credibility of advertiser and the company 2.00 5.00 4.14 0.88

have effect on my brand choice

Fulfilling both the company's and the 2.00 5.00 4.26 .96
consumer's interest in the advertisement
message has effect on my brand choice

The frequency of advertisement has effect 2.00 5.00 4.38 .80

on my brand preference

Advertising tells me “Which brand have the 1.00 5.00 4.30 1.07
feature I am Looking for?"

Source: Field Survey, 2023

4.4.7 Brand Choice by Advertisement of Shoe

Table 13
Brand Choice by Advertisement of Shoe Brand

Statement N Minimum Maximum Mean S. D.

The recent shoe advertisement 420 1.00 5.00 3.65 1.37
campaign has helped me to develop
awareness of the product
The recent shoe brand advertisement 420 3.00 5.00 4.50 .67
campaign has helped me to develop
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Interest in the shoe

The recent shoe advertisement 420 1.00 5.00 3.97 1.21
Campaign has made me want the
product
The recent shoe advertisement 420 3.00 5.00 4.65 .57
Campaign made me purchase or use the
product
Source: Field Survey, 2023

4.4.8 Brand Choice by Advertisement of Cloth

Table 14
Brand Choice by Advertisement of Cloth Brand

Statement N Minimum Maximum Mean S.D.

The recent shoe advertisement campaign 420 1.00 5.00 4.16 1.41
has helped me to develop awareness of the
product
The recent shoe brand advertisement 420 3.00 5.00 4.50 .675
campaign has helped me to develop
Interest in the shoe
The recent shoe advertisement campaign 420 2.00 5.00 4.29 .78
has made me want the product
The recent shoe advertisement campaign 420 3.00 5.00 4.59 .587
makes me purchase or use the product
Source: Field Survey, 2023

4.5 Correlation Analysis

In this part the correlation between dependent as well as independent variable is analysis. The positive
significant correlation shows the influence of source, massage media on brand choice. The correlation
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coefficient and its significance of media, source, massage and brand choice of shows in following table
15 below:

Table 15
Correlation of Shoes Brand Choice with Media , Source and Message Factor

Source Message Brand

Particular Media adv.
factor factor choice

1 .653** .593** .443**

Media Advertisement

.653** 1 .780** .465**

Source Factor

.593** .780** 1 .885**

Message factor

.443** .465** .885** 1

Brand choice

**. Correlation is significant at the 0.01 level (2-tailed).

The correlation coefficient and its significance of media, source, massage and brand choice of cloth in
following table 16 below:

Table 16
Correlation of Cloth Brand Choice with Media, Source and Message factor
Brand
Particular Media adv. Source factor Message factor choic
e
Media Advertisement 1 .518** .710** .531**
Source Factor .518** 1 .633** .748**
Message factor .710** .633** 1 .615**
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Brand choice .531** .748** .615** 1

4.6 Regression Analysis

Regression analysis is used to analyze the relationship between several independent variables and a single
dependent variable. This analysis technique helps researchers to demonstrate how much of the variability
is explained by a number of independent variables in the dependent variable. It includes several
techniques for modeling and analyzing several variables when the focus is on the relationship between a
dependent variable and one or more independent variables. Specifically, regression analysis helps one
understand how the dependent variable’s typical value changes when any one of the independent
variables varies, while the other independent variables are fixed.
4.6.1 Regression Assumption Tests

Table 17
Coefficient of Multiple Correlation and Determination

Std. Error of the

Model R R Square Adjusted R Square
Estimate

Shoes .956a .913 .913 .24

Cloth .774a .599 .596 .37
a. Predictors: (Constant), Media, Source and Message Factors

Table 18
ANOVA of Shoes and Cloth Brand

Sum of Mean
Particular
Squares df Square F Sig.
Regression 251.136 3 83.712 1459.889 .000a

Residual 23.854 416 .057

Total 274.990 419
Regression 86.219 3 28.740 207.259 .000b
Residual 57.685 416 .139

Total 143.904 419

Note: a refer to ANOVA of shoe; b refers to ANOVA of cloth

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4.6.2 Regression Coefficient

In this part, the coefficient of regression equation of each independent variable is calculated and present
in table 19 below:

Table 19
Regression Analysis

Unstandardized Standardized
Particular
Coefficients Coefficients t Sig.
B Std. Error Beta
(Constant) .652 .088 7.418 .000
Media adv. .070 .028 .048 2.490 .013
Source factor -.619 .026 -.596 -23.951 .000

Message factor 1.443 .026 1.321 56.396 .000

(Constant) .989 .148 6.687 .000

Media adv. .112 .045 .110 2.466 .014
Source factor .549 .038 .586 14.503 .000

Message factor .155 .046 .166 3.390 .001

4.7 Discussion
Descriptive statistics analysis on specific information from media uses shoe brand advertisements, which
are mostly outdoor advertisements, with significantly higher mean, i.e., 4.32. Specific media is used for
cloth brand advertisement, mostly outdoor advertisement, which significantly contributes to my brand
choice, i.e., 4.49. Home appliance products are advertised using specific information media. On "outdoor
advertising significantly influences my brand choice," the score is 4.57. Outdoor advertising is the most
appropriate and preferred consumer viewpoint.

The source factor has the highest mean on "peer groups and family have effect on brand preference" and
the lowest mean on "advertisement undertaken trained expert has effect on brand preference," i.e., 3.59,
with standard deviations of 0.72 and 1.55, respectively. Consumers prefer most peer groups as a source
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factor in advertising. As a result, the source of information is chosen by an adviser in the market to
improve the product's brand.

Respondents' responses on cloth brands show the highest mean on "peer groups and family influences
have an effect on brand choice," 4.61 with standard deviation 0.58, and the lowest mean on
advertisement, 3.48 with standard deviation 1.33. On various statements, respondents provided responses
on home appliance products. With a standard deviation of 1.06, the statement "Peer groups and family
influence have an effect on my brand preference" has the highest mean. And the lowest on "Advertising
undertaken by trained experts has an effect on brand preference," with a score of 3.72 and a standard
deviation of 1.29.

The message factor is described on various product brands. The examination of descriptive statistics for
various shoe brands. The highest mean is on "the frequency of advertisement has an effect on my brand
preference," i.e., 4.22 with standard deviation 1.10, and the lowest on "Using background music during
advertising contributes to my brand choice," i.e., 3.72 with standard deviation 1.24. Advertising becomes
more important from time to time.

The cloth brand is the message factor for advertisement. The statement "the frequency of advertisement
has an effect on brand choice" has the highest mean, 4.37, and the standard deviation is 0.800. Similarly,
the highest mean on the statement "Advertising tells me "Which brand has the feature I am looking for?"
is 4.65, with a standard deviation of 0.73. "Using background music during advertising contributes to my
brand choice" has the lowest score, 3.93, with a standard deviation of 1.21.

The shoe brand's advertisement, the respondent's response to various statements. The highest mean on the
recent shoe advertisement Campaign convinced me to buy or use the product, which was 4.65 with a
standard deviation of 0.57. On brand selection based on cloth brand advertisements on various mean for
the statement "The recent shoe advertisement campaign makes me purchase or use the product" is 4.59
with a standard deviation of 0.58, and the mean for the statement "The recent shoe advertisement
campaign has helped me develop awareness of the product" is 4.16 with a standard deviation of 1.41.
Similarly, there is a higher mean on "the recent shoe advertisement campaign makes me purchase or use
the product," i.e., 4.57 with standard deviation 0.587, and a lower mean on "the recent shoe advertisement
campaign has helped me develop awareness of the product," i.e., 3.70 with standard deviation 1.18.
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The advertisement information is about a specific shoe brand. The credibility of the advertiser and the
company has an effect on my brand choice, which is 0.543. The "credibility of advertiser and company"
has the highest correlation. In the case of clothing, "Newspaper Advertisement Significantly Contributes
to my Brand Choice," or 0.676. Similarly, "Newspaper Advertisement Significantly Contributes to my
Brand Choice" is 0.676 on home appliance products.

The correlation between shoe brand choice and source factor is 0.653, while the correlation between
message factor and media advertisement is 0.443. In brand selection, the shoes brand was highly
correlated with the source factor, followed by the message factor. The correlation between cloth brand
choice and source factor is 0.518, message factor is 0.71, and media advertisement is 0.53. And the
correlation between home appliance brand choice and the Source factor is 0.30, the message factor is
0.655, and the media factor is 0.601. The home appliance product was highly correlated with media
advertising, followed by the message factor.

The coefficient of independent variable plays an important role in product brand selection. The findings
are consistent with the findings of the Boateng study. In 2019, advertising influences brand choice, and
product quality influences brand choice. Teleaba, Poperscu, & Ilesan (2021) investigate how various
forms of media advertising influence product brand selection. According to Asadollahi et al., (2020),
emotional advertising in home appliance products has a positive relationship. Lalayan, Pangemanan, &
Worang (2017) found that advertising had a significant impact on consumer purchase intention, quality,
and frequency. Awan, Ismail Majeed, and Ghazal are examples of people who are aware (2016).
According to the findings of the study, advertisements play a significant role in consumers' purchasing
behavior and choices.

The result contradicts Neupane's 2019 finding that TV indoor advertising is preferred, but in this study,
outdoor advertising is most appropriate or has a significant impact on brand choice of product. In
addition, Sama 2019 discovered where newspaper advertising is most preferred. According to Getachew
(2018), message factor quality plays a significant role in brand matching, whereas Samidi (2018)
researcher findings show that attitude has a high influence on brand choice. The brand name S&G (2017)
is significant,