Influence of Radio Advertisement on Consumer Characteristics, Consumer Decision-Making Process, and Sales Performance of Herbal Distributors
DOI:
https://doi.org/10.5281/zenodo.15501775Keywords:
RADIO ADVERTISEMENT, consumer characteristics, consumer decision-making process, sales performance, Negros OccidentalAbstract
The study aimed to determine the extent of influence of radio advertising on the characteristics and consumer decision-making process and the sales of performance of herbal distributors in Negros Occidental for the current year, 2025. A descriptive correlational research design was used in this study. The data were gathered using a researcher-made questionnaire. The respondents of this study were the 274 herbal distributors and 384 loyal customers of the company having heard of the radio advertisement aired about their product offerings within Negros Occidental. Purposive and convenient sampling were used in selecting the participants whose characteristics or status suited to the criteria and interest in the attainment of objectives of this study. The statistical tools utilized were Mean, Standard Deviation, Mann Whitney, Kruskal Wallis, and Spearman’s Rho. The results showed that great extent of influence of radio advertisement both on consumer characteristics and consumer decision-making process. While the Level of sales performance determined by sales volume and net profit on herbal products by herbal distributors. Moreover, the analysis revealed that there is a significant difference in the extent of influence of radio advertisement on consumer characteristics when grouped according to sex, age and monthly income. The study also highlighted the significant positive correlation between the extent of influence of radio advertisement on consumer characteristics and extent of influence of radio advertisement on consumer decision-making process. In terms of the level of sales performance, the study concluded that there is a significant difference in the level of sales performance according to their profile variables. The distributors operating for over 10 years significantly differed from those with 3 to 6 years, indicating higher sales performance with increased experience.
References
Abideen, Z. & Saleem, S. (2011). Effective advertising and its influence on consumer buying behavior
Ahakwa, I., Yang, J., Agba Tackie, E., & Bankole, K. (2021). Exploring the Impact of Traditional Communication Channels on Customer Purchase Decision: A Case Study of University Students in Ghana. SEISENSE Business Review, 1(1), 31–44.
https://doi.org/10.33215/sbr.v1i1.561
Butt, Rehan, Jin Zhao, Majid Murad, and Farhan Mirza (2022). Untying the Influence of Advertisements on Consumers Buying Behavior and Brand Loyalty Through Brand Awareness: The Moderating Role of Perceived Quality
Dawood, M., & Shamout, M. (2016). The Impact of Promotional Tools on Consumer Buying Behavior in Retail Market
Farooq, S., & Maqbool., A. (2024). Advertising as An Influencing Factor on Consumer Behavior
García-Nieto, M. T., Gonzálvez-Vallés, J. E., & Viñarás-Abad, M. (2021). Social Responsibility and Misleading Advertising of Health Products on the Radio. The Opinion of the Professionals. International Journal of Environmental Research and Public Health, 18(13), 6912. https://doi.org/10.3390/ijerph18136912
Gupta, S., & Chopra, C. (2020). Impact Of Social Media On Consumer Behaviour.
https://www.researchgate.net/publication/342638389_Impact_Of_Social_Media_On_Consumer_Behaviour
Idowu, Gbemileke Emmanuel (2023). THE IMPACT OF ADVERTISING ON CONSUMER BUYING BEHAVIOUR.
https://www.theseus.fi/bitstream/handle/10024/815831/Idowu_Gbemileke.pdf?sequence=2&isAllowed=y
Johnson, B. A., & Lee, J. (2020). Radio advertising’s impact on consumer information search. Journal of Advertising Research, 60(1), 25-39.
Kartomo, Thomas (2024). The Role Of Social Media In Building Consumer Trust In Product https://www.researchgate.net/publication/385532278_The_Role_Of_Social_Media_In_Building_Consumer_Trust_In_Product
Pelegrin, M. A. L., Nayve, R., & Mansueto, R. R. (2022). Proactiveness, Innovativeness and Risk-Taking Propensity: Its Implications on Sales Growth Performance of Micro-Businesses. Journal of Business and Management Studies, 151–160. https://doi.org/10.32996/jbms
Rajagopal, P., & Raman, A. (2022). Impact of emotional appeals in radio ads on consumer decision-making. Journal of Marketing Management, 38(3), 199-214.
Rane, N., Achari, A., & Choudhary, H. (2023). Enhancing customer loyalty through quality of service: Effective strategies to improve customer satisfaction, experience, relationship, and engagement
Sama, R. (2019). Impact of Media Advertisements on Consumer Behaviour. Journal of Creative Communications, 14(1), 54-68. https://doi.org/10.1177/0973258618822624 (Original work published 2019)
Selvi, P. (2023). A STUDY ON THE EFFECTIVE ADVERTISEMENT AND ITS INFLUENCE ON CUSTOMER BUYING BEHAVIOR.
Silayo, Salha & Godson Robert Mtallo (2024). The Influence of Media Advertising on Consumer Buying Behavior: Insights from Two Selected Higher Learning Institutions in Tanzania. https://doi.org/10.46606/eajmbs2024v04i03.0060
Suhartini, Titin (2024). Consumer Perception of Health and Wellness Products
Tanuwijaya, Jessica, & Lenny Gunawan. (2021). The Influence of Advertising Value towards the Purchase Intention of MORA.id’s Products
https://www.researchgate.net/publication/366966712_The_Influence_of_Advertising_Value_towards_the_
Tsai, Meng-Chuan (2020). Storytelling Advertising Investment Profits in Marketing: From the Perspective of Consumers’ Purchase Intention
Vrtana, D., Krizanova, A., (2023). The Power of Emotional Advertising Appeals: Examining Their Influence on Consumer Purchasing Behavior and Brand–Customer Relationship https://www.researchgate.net/publication/373732678_The_Power_of_Emotional_Advertising_Appeals_Examining_Their_Influence_on_Consumer_Purchasing_Behavior_and_Brand-Customer_Relationship
Zulfikar, I. (2023). Building a Strong Brand: Marketing Strategy to Increase Brand Awareness and Consumer Loyalty
Downloads
Published
Issue
Section
License
Copyright (c) 2025 CAMILE GRACE CARDINAL (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
