The effects of advertisings on consumers purchase intention: Case of Libya

In terms of marketing, advertising, which is used for the product of the producer, distributor and the final seller, is used to increase sales and tries to achieve this purpose in a variety of ways. However, in order to achieve this goal, it is obligatory to have certain features. The advertisement must be multi-dimensional rather than a monotone message, and it should be addressed to more than one perception of the consumer. In this study, the effect of consumers' perception towards advertisements on purchasing intent was tried to be determined. In addition, it was tried to be determined whether the perception of consumers towards advertisements and their purchasing behaviors differ according to their demographic characteristics. For this purpose, the relevant literature has been examined and a model has been developed based on the studies in the literature. In the first chapter, the marketıng and advertısıngconcept, advertising function, mass communication and mass media as an advertising media have been discussed. In the scond chapter, Consumer intention, Concept, Concept of Consumer Intention and Features, Consumer Purchasing Procedures and Decision Process, Purchasing Roles, Buying Intention, Stages of Purchasing Decision Process, and Factors Affecting Consumer Intention have been discussed. In addtion, in order to test the developed model, face-to-face questionnaire was applied to 356 participants, who were selected among the Libyan consumers with an easy sampling method between 15 September and 25 November 2019. The data obtained were analyzed using SPSS 22.0 package program. As a result of the analysis, it has been determined that the perception of consumers towards advertising affects the intention to buy.