Investigating the influence of Types of Advertisement and Customer Choice

Abstract

In today's highly competitive business environment, companies frequently use advertising and ongoing promotion methods to entice customers and increase sales. The study was intended to determine whether or not shoppers in Erbil were influenced by various kinds of advertising before making purchases. The researcher employed a quantitative strategy for data analysis. The research aims to provide insight on the factors that influence customers' ad preferences among Erbil's small and medium-sized enterprises (SMEs). Researchers employed a random sampling approach to obtain data from participants so that their study would be representative of the whole population of interest. The study gathered data from many small and medium-sized enterprises (SMEs) in the Erbil area. In all, 160 questionnaires targeting small and medium-sized enterprises (SMEs) in Erbil city were sent; however, only 129 were returned with complete responses. A questionnaire was developed in order to learn how various types of advertising influence customers' willingness to make a purchase. The findings revealed that five types of advertisement had a significant and positive influence on customer choice at selected SMEs in Erbil, however it was found that online advertisement was found to be the most effective advertisement tool to influence positively and significantly on customer choice.