The Influence of Advertising Media towards Consumer Purchasing Behavior in the Food and Beverage Industry in Malaysia

Ong Choon Hee, Woon Say Yen


This paper aims to analyze the relationship between print service advertising, broadcast advertising, social media advertising and consumer purchasing behavior. Focusing on the role of advertising media in enhancing consumer purchasing behavior, the research was set in the context of Malaysian food and beverages industry. The respondents consisted of consumers of the food and beverages outlets in Johor Bahru, Johor, Malaysia. A quantitative cross sectional survey method was adopted, coupled with factor analysis and multiple regression analysis to analyze the collected data. The findings of this study revealed that print service advertising, broadcast advertising and social media advertising were positively and significantly related to consumer purchasing behaviour. Further, social media advertising was found to be the strongest predictor of consumer purchasing behavior. The findings of this research facilitate food and beverages operators to identify the appropriate method of advertising to capture the attention of consumers and subsequently increase their market share.

Full Text:



Ampofo, A. (2014). Effects of Advertising on Consumer Buying Behaviour: With Reference to Demand for Cosmetic Products in Bangalore, India. New Media and Mass Communication, 48- 68.

Anjum, B., Irum, A., & Naheed. (2015). Impact of Television Advertisement on Consumer Buying Behavior: The Moderating Role of Religiosity in the context of Pakistan. International Interdisciplinary Journal of Scholarly Research (IIJSR), 36-48.

Ansari, M. E., & Joloudar, S. Y. (2011). An Investigation of TV Advertisement Effects on Customers' Purchasing and Their Satisfaction. International Journal of Marketing Studies, 175-181.

Awan, A. G., Ismail, M., Majeed, F., & Ghazal, F. (2016). Effects of Advertisement on Consumer’s Buying Behaviour with References to FMCGs in Southern Punjab-Pakistan. Journal of Marketing and Consumer Research, 23-30.

Balya, B. (2008). The Power of Radio: Basic Skills Manual. Friedrich-Ebert-Stiftung, 1-52.

Bansal, M., & Gupta, S. (2014). Impact of Newspaper Advertisement on Consumer Behavior. Global Journal of Finance and Management, 669-674.

Brosekhan, A. A., Velayutham, M., & Phil, M. (1998). Consumer Buying Behaviour – A Literature Review. IOSR Journal of Business and Management, 08-16.

Budacia, A. (2012). ADVERTISING THROUGH TELEVISION. Holistic Marketing Management, 65-70.

Cetină, I., Rădulescu, V., & Munthiu, M. C. (2012). Psychological and Social Factors that Influence Online Consumer Behavior. Procedia - Social and Behavioral Sciences, 184-188.

Contemporary Communications. (2017). 10 Good Reasons to Advertise on Radio. Retrieved from Radio Advertising Facts:

Çuhadar, G. (2005). Printed Advertisement And Web Advertisement: A Comparative Study On Design Characteristics Of Both Media. Bilkent University, 1-98.

Deshwal, P. (2016). Online advertising and its impact on consumer behavior. International Journal of Applied Research, 200-204.

DeVellis, R. F. (2003). Scale development: Theory and applications (2nd ed.), California: Sage.

Dudovskiy, J. (2013, July 4). Consumer Buyer Behaviour Definition. Retrieved from Research Methodology:

Educba. (2016, April 25). 4 important Factors that Influence Consumer Behaviour. Retrieved from Educba:

Gauci, D., & Hill, R. (2003). Goods and Services Differences in Television Advertising: an Australian Replication. Australasian Marketing Journal, 11, 34-45.

Gerber, C., Terblanche, S. M., & Crommelin, T. (2014). Brand recognition in television advertising: The influence of brand presence and brand introduction. OpenJournals, 1-8.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis. (7th ed.). New Jersey, Prentice Hall.

Hampel, S., Heinrich, D., & Campbell, C. (2012). Is An Advertisement Worth the Paper It’s Printed on? The Impact of Premium Print Advertising on Consumer Perceptions. Journal of Advertising Research, 1-10.

Hanaysha, J. (2016). The Importance of Social Media Advertisements in Enhancing Brand Equity: A Study on Fast Food Restaurant Industry in Malaysia. International Journal of Innovation, Management and Technology, 46-51.

Haque, A., Rahman, S., Ahmed, I. S., Yasmin, F., & Asri, A. (2011). Assessing the impact of Advertisement towards Malay Consumers: an Empirical Study of Fast Food Restaurants in Malaysia. Business Management Dynamics, 39-53.

Ioanăs, E. (2014). Social Media and its Impact on Consumers Behavior. International Journal of Economic Practices and Theories, 295-303.

Janiszewski, C. (1990). The Influence of Print Advertisement Organization on Affect toward a Brand Name. Journal of Consumer Research, 53-65.

Khaniwale, M. (2015). Consumer Buying Behaviour. International Journal of Innovation and Scientific Research, 278-286.

Krejcie, R. V., & Morgan, D. W. (1970). Determining Sample Size for Research Activities. Educational and Psychological Measuremen, 607-610.

Ladd, A. D. (2010). Developing Effective Marketing Materials: Newspaper and Magazine Print Advertising Design Considerations. Centre for Profitable Agriculture, 1-5.

Lai, F. S., Chong, S. C., Sia, B. K., & Ooi, B. C. (2010). Culture and Consumer Behaviour: Comparisons between Malays and Chinese in Malaysia. International Journal of Innovation, Management and Technology, 180-185.

Lee, L. K. (2015). More Than 35% Market Share In Malaysia; Revealing The Old Town Magic. Retrieved from Shares Investment: malaysia-moat/

Lindstädt, N., & Budzinski, O. (2011). Newspaper vs. Online Advertising – Is There a Niche for Newspapers in Modern Advertising Markets?. IME WORKING PAPER 113/11, 1-46.

Lunden, K. (2009). The Death of Print? The Challenges and Opportunities facing the Print Media on the Web. Reuters Institure for the Study of Journalism, 1-96.

Manchanda, P., Dube, J. P., Goh, K. Y., & Chintagunta, P. K. (2006). The Effect of Banner Advertising on Internet Purchasing. Journal of Marketing Research, 98-108.

MBA Skool. (2017). Advertising Channel. Retrieved from MBA Skool: channel.html

McGrath, S. (2012). New Media Technologies in the Household. 64.

Muniady, R., Mamun, A. A., Permarupan, P. Y., & Zainol, N. R. (2014). Factors Influencing Consumer Behavior: A Study among University Students in Malaysia. Asian Social Science, 18- 25.

Naidoo, T. (2011). The effectiveness of advertising through the social media in Gauteng. 1-100.

Nartey, G. K. (2010). The Effect Of Advertising On Consumer Behaviour: A Case Study Of MTN Ghana. Institute Of Distance Learning, 1-81.

Nayak, K., & Shah, B. (2015). Effectiveness of Newspaper Print Ads. Indian Journal of Applied Research, 328-331.

Neti, S. (2011). Social Media and its oole in marketing. International Journal of Enterprise Computing and Business Systems, 16.

Numberger, S., & Schwaiger, M. (2003). Cross Media, Print, and Internet Advertising: Impact of Medium on Recall, Brand Attitude, and Purchase Intention. EFOplan, 1-13.

Nunnally, J. C. (1978). Psychometric theory. New York: McGraw Hill.

Pallant, J. (2007). SPSS Survival Manual. England: McGraw-Hill.

Porter, S. S., & Claycomb, C. (1997). The influence of brand recognition on retail store image. Journal of Product & Brand Management, 373-387.

Rani, P. (2014). Factors influencing consumer behaviour. International Journal of Current Research and Academic, 52-61.

Rashid, Z. A., & Sidin, S. (1987). The Attitudes of Malaysian Students towards Advertising. Analisis, 37-44.

Samy, C. R. (2015). Advertising: Product Information And Consumer Manipulation Factors Influenced Malaysian Consumers Buying Attitude. International Journal of Business, Economics and Law, 1-8.

Sekaran, U., & Bougie, R. (2010). Research methods for business: A skill building approach (5th ed.). New York, NY: John Wiley & Sons Ltd.

Shih, S., Yu, S., & Tseng, H. (2015). The Study of Consumers' Buying Behavior and Consumer Satisfaction in Beverages Industry in Tainan, Taiwan. Journal of Economics, Business and Management, 391-394.

Siddiqui, A. N. (2014). TV Ads Impact on Consumer Purchase Intention. International Conference on Marketing, 1-20.

Sivanesan, R. (2014). Impact of Brand image and advertisement on consumer buying behavior – Comparative study on rural and urban consumers. International Journal of Research in Management and Business Studies, 1(2), 73– 80.

Stephen, A. T. (2015). The Role of Digital and Social Media Marketing in Consumer. 46.

Upadhyay, I. B. (2014). Effectiveness of Print and Electronic media Advertisement: A Comparative Study. International Research Journal of Social Sciences, 23-28.

Waller, D. S. (1993). Cultural Values and Advertising in Malaysia. Asia Pacific Journal of Marketing and Logistics, 3-16.

Wilbur, K. C. (2016). Advertising Content and Television Advertising Avoidance. Journal of Media Economics, 51–72.

World Population Review. (2017). Population of Cities in Malaysia (2017). Retrieved from World Population Review:

Zhang, Y. (2015). The Impact of Brand Image on Consumer Behavior. Open Journal of Business and Management, 58-62.


Copyright (c) 2018 ChoonHee Ong

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

International Journal of Human Resource Studies  ISSN 2162-3058


Copyright © Macrothink Institute  

To make sure that you can receive messages from us, please add the '' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.