Impact of Billboard Advertisement on Customer Buying Behavior: A study on Islamia University of Bahawalpur (IUB)

The idea behind this study is to expose the factors which have greater influence on customer buying behavior while making purchase decision through billboard advertisement. Here, in this study it is finally concluded after applying correlation and regression techniques that billboard location and catching billboards have greater influence on customer buying behavior. Design/methodology: this study is conducted on the students of IUB and sample size of 259 questionnaires was filled to find out the impact of billboard advertisement on their buying behavior. In this study reliability, correlation and regression techniques are applied. Findings: it is concluded that billboard advertisement influences the consumer buying behavior more when it is attractive to see, easy to understand and it is properly placed means delivering its messages to the right people.