CHAPTER TWO
Review Of Related Literature
2.1 Introduction
This chapter reviews literature related to
advertising and consumer buying behavior.
It presents concepts, ideas, and opinions
from scholars and marketing experts. The
chapter also discusses relevant theories
that explain how advertising influences
consumer decisions, and it reviews
previous studies conducted in similar
areas. The purpose of this chapter is to
provide a theoretical and empirical
foundation for examining the relationship
between advertising and consumer buying
behavior among selected pharmacies in
Burao, Somaliland.
2.2Concepts, Ideas, and Opinions
from Authors and Experts
Concept of Advertising (Independent
Variable)
Advertising is widely recognized as one of
the most important elements of the
promotional mix. According to Kotler and
Keller (2016), advertising is any paid form
of non-personal presentation and
promotion of ideas, goods, or services by
an identified sponsor. Therefore, this
definition emphasizes that advertising is
structured, sponsored communication
aimed at influencing consumers.
Belch and Belch (2018) define advertising
as a persuasive communication tool
designed to inform, persuade, and remind
consumers about products or services.
Consequently, effective advertising not
only creates awareness but also shapes
attitudes and influences purchasing
behavior.
Consumer buying behavior refers to the
actions and decision-making processes
individuals engage in when selecting,
purchasing, using, or disposing of products
and services. According to Kotler and Keller
(2016), consumer buying behavior involves
the processes by which individuals search
for, evaluate, purchase, use, and assess
goods and services to satisfy their needs.
Thus, it is a comprehensive concept
encompassing both decision-making and
actual purchasing actions.
Solomon (2018) defines consumer
behavior as the study of how individuals or
groups select and use products to satisfy
needs and desires. Consequently, buying
behavior is influenced by psychological,
social, cultural, and personal factors.
In pharmacy businesses, consumer buying
behavior may include choosing a specific
pharmacy, preferring certain brands of
medicine, responding to promotional
messages, and deciding whether to
purchase after seeing an advertisement.
Schiffman and Wisenblit (2019) emphasize
that health-related purchases often involve
higher involvement decisions because
consumers are concerned about risk and
product effectiveness. Therefore,
understanding these behaviors is essential
for designing effective advertising
strategies in pharmacies.
According to Hawkins and Mothersbaugh
(2016), consumer decisions typically follow
stages such as problem recognition,
information search, evaluation of
alternatives, purchase decision, and post-
purchase evaluation. As a result,
advertising plays a major role in the
information search and evaluation stages,
guiding consumers toward favorable
purchase decisions.
Hence, in this study, consumer buying
behavior refers to customers’ awareness,
preference, purchase intention, and actual
purchase of pharmacy products influenced
by advertising.
The independent variable is the factor that
the researcher manipulates to determine
its effect on another variable (Creswell,
2014). Therefore, an independent variable
is presumed to cause or influence changes
in a dependent variable (Mugenda &
Mugenda, 2003).
\A dependent variable is the factor that
depends on the independent variable for
its value; hence, it reflects changes caused
by the predictor variable.
Reference: Orodho (2005)
It is the variable whose variation the
researcher aims to explain; therefore, it is
sometimes called the outcome variable.
Reference: Saunders, Lewis & Thornhill
(2019)
The dependent variable is influenced or
predicted by changes in the independent
variable; consequently, it is central to data
analysis.
Reference: Amin (2005)
It is the measurable effect or result of the
experimental treatment; therefore, it is the
focus of the study’s observations.
Reference: Best & Kahn (2006)
The dependent variable is the response
measured in relation to the independent
variable; hence, it shows the consequences
of interventions.
Reference: Kerlinger & Lee (2000)
In survey research, the dependent variable
is the variable that is measured to
understand patterns or behaviors;
therefore, it indicates outcomes influenced
by predictors.
Reference: Mugenda & Mugenda (2003)
The dependent variable is the outcome
that researchers aim to explain or predict;
hence, it is directly linked to the
independent variable in conceptual
frameworks.
Reference: Kombo & Tromp (2006)
The independent variable is the factor that
a researcher deliberately changes to
observe its impact on other variables;
therefore, it is considered the cause in
experimental studies.
Reference: Creswell (2014)
An independent variable is any factor or
condition that is manipulated to determine
its effect on the outcome; consequently, it
forms the basis for testing research
hypotheses.
Reference: Mugenda & Mugenda (2003)
It is the variable that the researcher
controls to explore causal relationships;
thus, it is fundamental in establishing
cause-and-effect links.
Reference: Kothari (2004)
An independent variable is the condition
thought to bring about change in another
variable; consequently, it predicts the
outcome of the research.
Reference: Mugenda & Mugenda (2003)
The independent variable is placed on the
left side of conceptual frameworks because
it represents the presumed cause; hence,
it guides the study’s focus.
Reference: Kombo & Tromp (2006)
It is the factor that explains changes in
other variables, and therefore, it is critical
for hypothesis testing.
Reference: Saunders, Lewis & Thornhill
(2019)
An independent variable is a measurable
attribute that the researcher manipulates
to observe effects; consequently, it forms
the backbone of research design.
Reference: Bryman (2012)
The dependent variable is the outcome
measured to assess the effect of the
It is the factor measured to assess the
influence of the independent variable;
therefore, it shows the results of
interventions or treatments.
Reference: Kombo & Tromp (2006)
A dependent variable depends on changes
in the independent variable for its value;
consequently, it reflects the outcome or
result.
Reference: Orodho (2005)
The dependent variable is the variable
whose variation researchers aim to
explain; therefore, it is sometimes referred
to as the outcome variable.
Reference: Saunders, Lewis & Thornhill
(2019)
It is influenced or predicted by the
independent variable, and thus, it provides
evidence of the relationships tested in the
study.
Reference: Amin (2005)
The dependent variable is the measured
effect or result of an experimental
treatment; consequently, it allows
researchers to evaluate hypotheses.
Reference: Best & Kahn (2006)
It is the variable placed on the right side of
conceptual frameworks because it
represents the effect; therefore, it depends
on the independent variable.
Reference: Kerlinger & Lee (2000)
conclusions; therefore, it validates the
effects of the independent variable.
Reference: Cohen, Manion & Morrison
(2018)
2.3 Theoretical Background:
This study is guided by theories that explain
how advertising influences consumer
buying behavior, particularly in pharmacy
businesses. One of the main theories
supporting this study is the AIDA Theory.
The AIDA model explains that advertising
affects consumers in a step-by-step
process. In the context of pharmacies,
advertising first attracts the attention of
customers through media such as social
media promotions, radio advertisements,
posters, or health awareness campaigns.
2.4 Related Studies
Previous studies conducted in East Africa
provide important insights into the
relationship between advertising and
consumer buying behavior. Research
conducted in Ethiopia investigated the
effect of advertising on consumer buying
behavior in the banking sector, specifically
at Awash Bank in Addis Ababa. The study
used surveys and structured questionnaires
to examine how advertising factors, such as
emotional response, brand awareness, and
message clarity, influenced consumer
buying behavior. The findings indicate that
all advertising factors had a statistically
significant positive impact on consumer
decisions, showing that advertising plays a
critical role in shaping consumer behavior
([Link], 2023).
Research conducted in Ethiopia on the
telecommunications sector at Safaricom
Ethiopia also explored the influence of
advertising on consumer buying behavior.
The study applied regression analysis to
determine the effect of advertising sources,
messages, and channels. Results show a
positive and significant relationship,
suggesting that well-designed
advertisements delivered through effective
communication channels increase consumer
purchasing intentions (ETD, Addis Ababa
University, 2024).
Empirical evidence from Ethiopia also shows
that specific advertising characteristics,
including creativity, memorability, and
honesty, have significant positive effects on
consumer buying behavior.