Thesis (M.Sc.) - Cairo University - Faculty of Commerce - Department of Business Administration

Purpose: The study explore a straight forward streamline that examines the relationship between the three forms of advertising objectives, concerning (informative, persuasive and reminder) as an impact based advertising forms and the price sensitivity levels of consumers. Design/Approach/Methodology: A mixed method research design was implemented through two approaches, First the qualitative exploratory study that employed 20 interviews with both consumers' in addition to employees and managers from the airline sector in Egypt. 334 valid questionnaires were collected using the second conclusive descriptive design to test the research hypotheses out of 400 self-administered questionnaires, that were distributed to both online and offline mediums.Through a design that relied on a single cross sectional data collection. Findings: The study reveals that Persuasive form of advertising objective which is one of the three forms of advertising objectives, have a significant impact on the price sensitivity levels of consumers, through decreasing the sensitivity levels toward the airline ticket price. It was also found that both Informative and Reminder advertising forms have insignificant impact with the price sensitivity levels of consumers

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