The Impact of Advertisement on Customer Perception: A Case of Telecom Sector of Pakistan

Abstract

The study was conducted on the topic “The impact of advertising on customer perception: A case of telecom sector of Pakistan”. The objective of this study was to evaluate the advertising of Mobilink and Warid (Jazz Company). The purpose was to observe the correct views of subscribers concerning diverse advertisements of individual companies. The objectives of the current study were obtained by means of primary and secondary data collection that was collected from users of these companies through questionnaires and from internet, the media and earlier accomplished case and research studies on related topics. Convenience sampling technique was used to collect the data from respondents. Data was analyzed with the help of SPSS 22. Frequency distribution and Chi-square were applied to measure the relationship between variables. The finding of results shows that all independent variables Advertising, Customer Service, Sales Promotion, Coverage, Signal Strength, Colour Perception and Quality have significant relationship with dependent variable Customer Perception. It was also observed that Mobilink and Warid ads came through the whole day for several times that was enjoyed by the customers. Mobilink and Warid ads convey a clear and meaningful message. It was also observed that Mobilink and Warid ads motivate the users to purchase their product and remain loyal with Jazz.