Examining the Influence of Advertising on Consumer Attitudes and Buying Behaviour Towards Restaurants Among Rural Consumers: A Study in Yawal–Raver Tahsil

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@article{1720048,
      author = {Nikita Chaudhari, Dr. Poonam Kakkad},
      title = {Examining the Influence of Advertising on Consumer Attitudes and Buying Behaviour Towards Restaurants Among Rural Consumers: A Study in Yawal–Raver Tahsil},
      journal = {Iconic Research And Engineering Journals},
      year = {2026},
      volume = {10},
      number = {1},
      pages = {2776-2783},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1720048.pdf},
      abstract = {This study examines how advertising shapes rural consumers’ attitudes and purchase intentions toward restaurants. It focuses on whether word-of-mouth, advertisement credibility, advertisement frequency, and media exposure improve consumer attitude and, in turn, restaurant purchase intention.
Purpose: The study aims to understand the role of advertising in influencing rural consumers’ buying behaviour toward restaurants, especially through attitude and intention.
Research Methodology: It surveyed 97 rural consumers from Yawal–Raver Tahsil using convenience sampling and a structured five-point Likert questionnaire. The data were analyzed in SmartPLS 4 to assess the measurement model and test the hypotheses.
Findings: The results show that word-of-mouth, advertisement credibility, advertisement frequency, and media exposure all positively affect consumer attitude. Consumer attitude also has a significant positive effect on purchase intention, suggesting that stronger advertising responses can increase the likelihood of restaurant patronage among rural consumers.},
      month = {July},
      doi = {https://doi.org/10.64388/IREV10I1-1720048}
  }