The Impact of Advertising on Consumers' Behavior in Soran Autonomous Administration in 2024 (A Field Study)

Abstract

The market within the Kurdistan Regional Government offers a diverse range of goods and services. The number of users and audiences has increased yearly with the continuous development of institutions and social media networks. As a result, many product owners now depend on advertisements to promote their goods and services. This study examines the impact of advertising on consumer behavior, specifically addressing the question: To what extent do consumers rely on advertising when making purchases? The objective of this study is to assess the role of advertising in shaping consumer behavior. To conduct this study, an analytical approach is adopted, utilizing a questionnaire to collect data from 350 consumers in the Soran Autonomous Administration in 2024. The findings reveal several key insights, the most significant being that the vast majority of consumers acknowledge the strong influence of advertising on their purchasing decisions. Additionally, most respondents identified Instagram as the most effective platform for advertising, followed by television and Facebook. There are several recommendations, the most important of which are: Raising awareness about poor quality or harmful goods and services that are advertised, especially health services.