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

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.