Effects of Advertising on Dairy Purchasing Behavior
Effects of Advertising on Dairy Purchasing Behavior

Summary/Abstract: In a strong competitive environment, differentiation from other manufacturers is essential to ensure the flow of sales and the increase of turnover. Advertising can differentiate the offer of the economic organization from similar products obtained by competitors. The objective of the paper is to identify the effects of advertising on the purchasing behavior of dairy products, based on the data obtained from a questionnaire conducted on a sample of 206 respondents. The research question is: what are the effects of advertising on dairy buying behavior? In order to achieve this objective, the answers of the analysis carried out are analyzed. The results of the research show that advertising has a significant impact on dairy buying behavior. Effective advertising campaigns increase the notoriety and attractiveness of dairy products, contributing to consumer loyalty. In general, consumers are more likely to choose intensively promoted dairy products, demonstrating the importance of advertising in the marketing strategy of producers.

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