CHAPTER - 1

INTRODUCTION
Introduction to Advertisement Media:

Advertising is a way of communication to encourage an audience for

making purchase decision about a product or service and conveying
information to viewers. It is considered as a vital and essential element
for the economic growth of the marketers and businesses. Advertising is
usually a paid form of exposure or promotion by some sponsor that
reaches through various traditional media such as television, newspaper,
commercial radio advertisement, magazine mail, outdoor advertising or
modern media such as blogs, websites and text messages.

The major aim of advertising is to impact on buying behaviour; however,

this impact about brand is changed or strengthened frequently through
people’s memories. Memories about the brand are formed by
associations that are related to brand name in consumer mind. These
brands continuously influence consideration, evaluation and finally
purchases. Consumers buying behaviour has always been given so
much importance and space in the literature study of impact of
advertising regarding its effectiveness. Most of the time consumers
buying behaviour depends on liking or disliking of consumer towards the
advertisement of the product advertised. A good quality advertisement is
likely to influence consumers into buying that product while a poor
quality advertisement will do the opposite.

Marketers invest in various media platforms to influence consumer

behaviour. Advertisement on every media platform has a different
composition that engages the consumers in a distinct way. Digitalization
has led to changes in consumers’ media habits. Hence, a deeper
understanding of advertisements on different media platforms and its
implications on CB need to be established.
Introduction to Consumer Buyer Behaviour:

Any person engaged in the consumption process is a consumer.

Consumers are the individuals who buy for personal consumption or to
meet the collective needs of the family and households needs.
Consumer behaviour means how individuals make decisions to spend
their available resources like time, money, effort on consumption of
different products and services. It includes what they buy, why they buy
it, when they buy it, where they buy it, how often they buy it, and how
often they use it. Consumer behaviour is the actions a person takes in
purchasing and using products and services, including the mental and
social processes that precede and follow these actions.

Consumer buying behaviour refers to the methods involved when

individuals or groups choose, buy, utilize or dispose of products,
services, concepts or experiences to suit their needs and desires . A
behaviour that consumers display in searching for, paying for, using,
evaluating and disposing of products and services that they think will
satisfy their needs

//(Schiffman & Kanuk, 2007). It is a convergence of three fields of social

science, they are, individual psychology, societal psychology and cultural
anthropology (Ramachander, 1988). A theory that answers what, why,
how, when and where an individual makes purchase (Green, 1992); it is
particularly important to study the subject of consumer buying behaviour
as it facilitate firms to plan and execute superior business strategies
(Khaniwale, 2015).//

Buyer behaviour has been defined as “a process, which through inputs

and their use though process and actions leads to satisfaction of needs
and wants”. Consumer buying behaviour has numerous factors as a part
of it which are believed to have some level of effect on the purchasing
decisions of the customers.

Marketers expect that by understanding what causes the consumers to

buy particular goods and services, they will be able to determine—which
products are needed in the marketplace, which are obsolete, and how
best to present the goods to the consumers.

Consumer buyer behaviour is considered to be an inseparable part of

marketing. Consumer buying behaviour is the study of the ways of
buying and disposing of goods, services, ideas or experiences by the
individuals, groups and organizations in order to satisfy their needs and
wants.

Need for the study:

India is growing rapidly and changes are dynamic. People are changing,
the preference and demand is changing. The market also has to change
accordingly.

The purpose of advertisement media is not only for retaining the

customers but also attracting new customers and increasing the sales
also creating and maintenance of brand awareness.

In this competitive market the level of consumer satisfaction decides the

success of any product and any company. The right consumer have to
be targeted and right strategy should be implemented at right time. This
will give the desired results.

Objectives of the study

1. To study the impact of advertisement on consumer buying

behaviour.
 2. To establish how different advertisement media influence
purchasing behaviour.
3. To identify the most preferred advertisement media by the people.
4. To offer suggestion based on findings.

Limitations of the study:

Research Methodology:

Questionnaire was used for conducting survey among

consumers. Google form was used for designing the
questionnaire. Questionnaire was sent to various consumers
through email, WhatsApp, Facebook etc. and their response
was recorded. Graphical presentation has also been derived
from the google forms.

Reasons for wide use of this method:

 It can secure both quantitative and qualitative information directly

from the respondents.
 It is the only method of directly measuring attitudes and
motivations.
 It is quite flexible in terms of the types of data to be assembled, the
method of collection or the timing of research.

Exploratory Research:
Exploratory research studies are also termed as formulate research
studies. The main purpose of such studies in that of formulating a
problem for more precise investigation or of developing the working
hypothesis forms an operational point of view.

Descriptive Research:

Descriptive research studies determine the frequency with something

occurs or its association with something else. In this project, information
pertaining to customer needs satisfaction and their demographic profile
was collected.

Primary Data:

Primary sources of data are the data which needs the personal efforts of
collect it and which are not readily available. Primary source of data is
the other type of source through which the data was collected.

Secondary Data:

Secondary sources are the other important sources through which the
data was collected. These are the readily available sources of the data
where one had need not put much efforts to collect, because it as
already been collected and by some researcher or experts.

The secondary sources helpful for the study were

1. Internet was made use for the collection of the data.

2. Business magazines were referred.
3. Various books were also used data collection.

Sample Size:
By using random sampling technique 50 respondents are selected for
the purpose of the study.

Period of study:

The study is undertaken in the duration of __ days.

Research approach:

The survey method was adopted for collecting the primary data.
Survey research is systematic gathering of data from respondent
through questionnaire.

Collection of data:

Questionnaire is the method used for collecting the data.

 CHAPTER - 2
Review of Literature
(Ahmed and Ashfaq, 2013)
conducted a study to explain
the impact of advertising on
consumers’ buying behaviour
on purchasing cosmetics
products. The findings of the
study showed that 41% of
respondents were influenced
by product quality, 39% were
influenced by to
persuasiveness of the
advertisement while 20% were
influenced by
the information provided by
the advertisement
(Ahmed and Ashfaq, 2013)
conducted a study to explain
the impact of advertising on
consumers’ buying behaviour
on purchasing cosmetics
products. The findings of the
study showed that 41% of
respondents were influenced
by product quality, 39% were
influenced by to
persuasiveness of the
advertisement while 20% were
influenced by
the information provided by
the advertisement
(Ahmed and Ashfaq, 2013)
conducted a study to explain
the impact of advertising on
consumers’ buying behaviour
on purchasing cosmetics
products. The findings of the
study showed that 41% of
respondents were influenced
by product quality, 39% were
influenced by to
persuasiveness of the
advertisement while 20% were
influenced by
the information provided by
the advertisement
(Ahmed and Ashfaq, 2013)
conducted a study to explain
the impact of advertising on
consumers’ buying behaviour
on purchasing cosmetics
products. The findings of the
study showed that 41% of
respondents were influenced
by product quality, 39% were
influenced by to
persuasiveness of the
advertisement while 20% were
influenced by
the information provided by
the advertisement
(Ahmed and Ashfaq, 2013)
conducted a study to explain
the impact of advertising on
consumers’ buying behaviour
on purchasing cosmetics
products. The findings of the
study showed that 41% of
respondents were influenced
by product quality, 39% were
influenced by to
persuasiveness of the
advertisement while 20% were
influenced by
the information provided by
the advertisement
(Ahmed and Ashfaq, 2013)
conducted a study to explain
the impact of advertising on
consumers’ buying behaviour
on purchasing cosmetics
products. The findings of the
study showed that 41% of
respondents were influenced
by product quality, 39% were
influenced by to
persuasiveness of the
advertisement while 20% were
influenced by
the information provided by
the advertisement
(Ahmed and Ashfaq, 2013)
conducted a study to explain
the impact of advertising on
consumers’ buying behaviour
on purchasing cosmetics
products. The findings of the
study showed that 41% of
respondents were influenced
by product quality, 39% were
influenced by to
persuasiveness of the
advertisement while 20% were
influenced by
the information provided by
the advertisement
(Ahmed and Ashfaq, 2013)
conducted a study to explain
the impact of advertising on
consumers’ buying behaviour
on purchasing cosmetics
products. The findings of the
study showed that 41% of
respondents were influenced
by product quality, 39% were
influenced by to
persuasiveness of the
advertisement while 20% were
influenced by
the information provided by
the advertisement
Awan et al. (xxxx) explains the factors likewise necessity of
advertisement, pleasure of advertisement, dominance of
advertisement, brand recall advertisement, and stimulation of
advertisement. These are very helpful in creating and shifting the
consumer’s buying behaviour that is a very positive sign for the
advertising and marketing companies. Our results also proved the
model of the study which reveal that advertisements have
significant impact on the consumers ‘buying behaviour and widen
their choices. This study will definitely be proved helpful for the
marketing and advertising companies to promote their products in
the light of our empirical results.

(Ahmed and Ashfaq, 2013) conducted a study to explain the impact

of advertising on consumers’ buying behaviour on purchasing
cosmetics products. The findings of the study showed that 41% of
respondents were influenced by product quality, 39% were
influenced by to persuasiveness of the advertisement while 20%
were influenced by the information provided by the advertisement.

(Rehman et al, 2014) found that advertisements provide

consumers with the information they need about the advertised
product which in turn becomes source of awareness when
consumers discuss the information with their friends of families
whereby these information tend to influence consumers on what
they buy, how they buy, when they buy, where they buy and how
they buy.

(Abideen1 et all, 2011) found that advertising is the main

factor which influences consumer buying behaviour especially if
the advertisements are created I such a way that they make the
consumer excited, stimulated and frenzied. This is because such
advertisements are more likely to attract the attention, arouse
interest and create desire to purchase the advertised product.

Fatima and Lodhi (xxxx) revealed that Advertisement helps the

company to create the awareness in their customers and
ingredients the advertisements shape the perception of the
customers either in the positive or in a negative way. People can
perceive the quality of the products by gathering the information
which they usually get through advertisements. The perception of
the quality, awareness of the product and consumer opinion drives
the consumer buying decision. Study critically evaluates these
factors which shape the buying behaviour and provides the deep
insights towards the role of advertisements shaping the consumer
behaviour.

Kumar and Gupta [3] concluded that all marketing starts with the
consumer. So consumer is very important to a marketer. Consumer
decides what to purchase, for whom to purchase, why to purchase,
from where to purchase, and how much to purchase. In order to
become a successful marketer, he must know the liking or disliking
of the customers. The study of the consumer preference not only
focuses on how and why consumers make buying decision, but also
focuses on how and why consumers make choice of the goods they
buy and their evaluation of these goods after use.

Tatt [17] inferred that shopping itself is a form of self expression.

People define themselves through their shopping. A brand is a
name term, sign, symbol or design or a combination of them,
intended to identify the goods and services of one seller or group of
sellers and differentiate them from those of competitions. A brand
faction is to create awareness, reputation, and prominence and so
on in the market place. Brand creates value for both the consumer
and the firm. Consumers brand associations are a key element in
brand equity formation and management.

Abayia and Khoshtinat [18] explained that the impact of

advertising for attracting the consumer, when the individual’s
mind is engaged with the considered product, positively affects
his/her tendency to search for information, therefore the first
thing the individual does is web browsing. Thus, the companies
that sell online products are recommended to design marketing
strategies which, at the broad level of the virtual world of
information, provide the data related to the product for the
consumer.

Kushagra Pal, Tushar Pal (March, 2019): The researchers

discovered that advertisements play an important role in
promoting goods and services among customers. Customers'
purchasing habits are being influenced by the advertisement. It
also aids in the development of market familiarity and brand
image.
Manandhar, Binita (2018): This study is intended to analyze the
impact of advertisement in consumer behavior. The purpose of this
paper is to examine the impact of advertisement in consumer
behavior. Convenience sampling is used for the study. All together
250 questionnaires were distributed to the customers from
Kathmandu City and only 200 questionnaires were received. Most of
the respondents have taken advertising as promotional tools that
can convince the customers towards the products the study shows
that the customers are highly affected by the advertisement as it
creates curiosity on the customers and it provides information of the
products, which is also important for the customers before buying
any goods and services. So, there is a positive impact of
advertisement on consumer behavior. According to the respondents,
television is more effective media to influence and convince the
audience towards the advertised products.
 CHAPTER - 3
Industry Profile
Consumer Buying Behaviour:

Consumer buyer behaviour refers to buying behaviour of final

consumers—individuals and households that buy good and services for
personal consumption. All of these final consumers combine to make up
the consumer market. The consumer market in the Indian subcontinent
consists of more than 1.5 billion people who consume more than Rs. 70
trillion worth of good and services each year, making it one of the more
attractive consumer markets in the world. The world consumer market
consists of more than 6.6 billion people who annually consume an
estimated $65 trillion worth of goods and services.

Consumers around the world vary tremendously in age, income,

education level, and tastes. They also buy an incredible variety of goods
and services. How these diverse consumers relate with each other and
with other elements of the world around them impacts their choices
among various products, services, and companies. Here we examine the
fascinating array of factors that affect consumer behaviour.

Model of Consumer Behaviour:

Consumers make many buying decisions every day, and the buying
decision is the focal point of the marketer’s effort. Most large companies
research consumer buying behaviour in great detail to answer questions
about what consumer buy, where they buy, how and how much they
buy, when they buy and why they buy. Marketer can study actual
consumer purchases to find out what they buy, where, and how much.
But learning about the whys of consumer buying behaviour is not so
easy—the answers are often locked deep within the consumer’s mind.
Often, consumers themselves don’t know exactly what influence their
purchases. “The human mind doesn't work in a linear way," says one
marketing expert. "The idea that the mind is a computer with storage
compartments whey brands or logos or recognizable packages are
stored in clearly marked folders that can be accessed by cleverly written
ads or commercials simply doesn't exist. Instead, the mind is a whirling
swirling, jumbled mass of neurons bouncing around, colliding and
continuously creating new concepts and thoughts and relationships
inside every single person's brain all over the world.

The central question for marketers is: how do consumers respond to

various marketing efforts the company might use. The starting point is
the stimulus-response model of buyer behaviour shown in figure below.
This figure shows that marketing and other stimuli enter consumer’s
“black box” and produce certain responses. Marketers must figure out
what is in the buyer’s black box.
Characteristics affecting Consumer Buying Behaviour:

Consumer purchases are influenced strongly by cultural, social,

personal, and psychological characteristics, shown in the figure below.

Cultural Factors:
Cultural factors have a strong influence on consumer behaviour. These
factors are the values and ideologies of a community or group of
individuals.
These factors are:
 Culture: The influence of culture varies from place to place. This
means marketers have to be very careful in analysing the culture
of different groups, regions, and countries.

 Subculture: Marketers can use these groups by segmenting the

market into several small portions. For example, they can design
products according to the needs of a geographic group.

 Social Class: Consumers in the same social class show similar

purchasing behaviour. Therefore, marketing activities can be
tailored to fit different social classes.
Social Factors:
humans are social animals. We feel the need to it in and feel accepted.
One way we do this is by imitating others. This includes imitating their
purchases.
Social factors include the following:
 Family: Certainly, family greatly influences buyer behavior.
Therefore, companies are interested in which family members
have the most influence over purchases.

 Reference Groups: These are groups a consumer identifies with

and may want to join. For example, there are social groups,
workgroups, or close friends. The influence will be more significant
if the product is visible, such as a purse or a car.

 Roles and Status: A role consists of the activities a person is

expected to do, while status is a person's standing within society.

Personal Factors:
Personal factors, of course, vary from person to person. Such factors
create different judgments and affect consumer behaviour.
Here are the factors that influence our shopping tendencies:
 Age: Needless to say, each life-cycle involves different buying
choices. For example, teenagers are more interested in buying the
latest trends in clothes. In contrast, middle-aged people might be
more interested in purchasing a family car.

 Occupation and Lifestyle: these two factors are important

determinants of consumer behaviour. An example of this is eating
habits. A person living a vegetarian lifestyle will buy vegan
products, while a "meat-eater" will be fine purchasing products
containing meat.
  Personality: There are "Big Five" personality traits. Marketers
determine the consumer behaviour for a product or service based
on these traits.

Psychological Factors:
Human psychology influences an individual’s thinking and hence also
decisions regarding purchases. Some important psychological factors
affecting consumer behaviour are:

 Motivation: The motivation to achieve or possess something is a

strong emotion that influences a consumer's buying behaviour. An
individual makes purchases mainly to fulfil his needs. Needs can
be of different types- basic needs, security, social needs, need to
enhance the status, and self-actualisation needs. Since basic and
security needs are most important, the consumer is motivated to
fulfil these needs first.

 Perception: A consumer’s buying is also influenced by perception.

An advertisement in the newspaper or roadside hoardings, a
review, or feedback all form an image in the consumer’s mind
about a particular product. This perception influences the
consumer’s buying decision.

 Learning: Learning is of two types- conditional or cognitive. In

either case, the consumer uses his knowledge and skill to
purchase the product.

 Attitudes and Credence: Consumer buying is also influenced by

preformed notions or attitudes and acceptance. The preformed
notion regarding the quality of a product draws the consumer
towards particular brands. Faith in the quality and performance of
a product based on earlier experience of using it pulls the
consumer towards the same product. Understanding this
behaviour helps marketers to produce and market their products
accordingly.
Types of Buying Decision Behaviour:

A consumer’s buying decision depends on the type of products that they

need to buy. The behaviour of a consumer while buying a coffee is a lot
different from while buying a car.

Based on observations, it is clear that purchases that are more complex

and expensive involve higher deliberation and many more participants.

Consumer buying behaviour is determined by the level of involvement

that a consumer shows in a purchase decision. The involvement allows
customers to ensure that this product is exactly what they want or do not
want.

There are four types of consumer buying behaviour: 

 1. Complex buying behavior:

Complex buying behaviour is encountered particularly when consumers

are buying an expensive product. In this infrequent transaction,
consumers are highly involved in the purchase decision. Consumers will
research thoroughly before committing to invest.

Consumer behaves very differently when buying an expensive product

or a product that is unfamiliar to them. When the risk of buying a product
is very high, a consumer consults friends, family, and experts before
making the decision.

In complex buying behaviour, the buyer will pass through a learning

process. He will first develop beliefs about the product, then attitudes,
and then make a thoughtful purchase choice. 

2. Dissonnace-reducing buying behaviour:

In dissonance-reducing buying behaviour, consumer involvement is very

high. This might be due to high prices and infrequent purchases. In
addition, there is low availability of choices with fewer significant
differences among brands. In this type, a consumer buys a product that
is easily available. 

Consumers will be forced to buy goods that do not have too many
choices and therefore consumers will be left with limited decision
making. Based on the products available, time limitations, or budget
limitations, consumers buy certain products without a lot of research.

For example, a consumer who is looking for a new collapsible table that
can be taken for camping quickly decides on the product based on a few
brands available. The main criteria here will be the use and the feature
of the collapsible table and the budget available to him.

3. Habitual buying behaviour:

Habitual Buying Behaviour is depicted when a consumer has low
involvement in a purchase decision. In this case, the consumer is
perceiving only a few significant differences between brands. 

When consumers are buying products that they use for their daily
routine, they do not put a lot of thought. They either buy their favourite
brand or the one that they use regularly – or the one available in the
store or the one that costs the least.

Consumers just go for it and buy it – there is no brand loyalty.

Consumers do not research or need information regarding the purchase
of such products.  

4. Variety seeking buying behaviour:

In variety-seeking consumer behaviour, consumer involvement is low.

There are significant differences between brands. Here consumers often
do a lot of brands switching. The cost of switching products is low, and
hence consumers might want to try out new products just out of curiosity
or boredom. Consumers here, generally buy different products not
because of dissatisfaction but mainly with an urge to seek variety.

For example, a consumer likes to buy a cookie and choose a brand

without putting much thought into it. Next time, the same consumer
might choose a different brand out of a wish for a different taste. Brand
switching occurs often and without intention.
Buyer Decision Process:

The buyer decision process also called the consumer decision process,
is a five-step process through which customers decide if they want to
make a purchase or not. The steps are need recognition, information
search, evaluation of alternatives, purchase decision, and post-purchase
behaviour.

1. Need Recognition:

Needs requirement is the first and most fundamental step in the

potential customer’s decision-making process. The customer’s need
results from two main influences: internal and external stimuli.
Companies wanting to optimize this stage of the buying process need to
help potential customers recognize and define their needs. Gathering
information through market research, interviews, surveys, and focus
groups helps organizations understand their customers’ needs. 

2. Information search:

In this specific stage, having recognized a problem or need, customers

want to identify their selections. The Information Search stage is when
consumers seek information about a product or service. They might do
this by talking to friends and family, looking online, reading reviews, or
visiting a store. During this stage, consumers are trying to learn more
about what they want and determine which options are available.

Businesses can influence customer behaviour at this stage by running

advertising and social media campaigns and optimizing their website
content for SEO purposes. 

3. Evaluation of Alternatives:

After gathering information, consumers will enter the evaluation of

alternatives stage. They will compare their options and decide which is
best for them. They might consider factors such as price, quality, or
features.

In this stage of the buying decision process, businesses

influence consumer behaviour by providing information about
the products or services available. This can be done through
advertising, product demonstrations, and other marketing activities. The
goal is to persuade the customer that the company’s products or
services are the best option available.
 4. Purchasing Decision:

The purchasing decision stage of the buying decision process is

when customers make a final decision about which product or service to
buy. Businesses can influence this stage by providing product reviews,
detailed descriptions, and pricing information to help customers compare
and choose between different options. By helping customers understand
their options and make an informed decision, businesses can increase
the chances of making a sale.

5. Post-Purchase Behaviour:

Post-purchase is when consumers use and assess the product or

service and decide if they are satisfied or not and whether or not they
would recommend it to others.

Businesses influence customers in the post-purchase stage in several

ways. First, companies can encourage customers to leave positive
reviews about their products or services. This helps to build word-of-
mouth marketing and creates social proof that can influence other
potential customers.

Second, businesses can offer loyalty programs or discounts

for customers who make repeat purchases. Third, businesses can stay
in touch with customers after purchase using follow-up emails, surveys,
and phone calls. By staying in touch, companies can build strong
relationships with their customers and create a loyal customer base.
Advertisement Media

Advertisement Relation with consumer behaviour:

Advertisement and consumer behaviour have a strong relation. The role

of advertisement is to influence the consumer decision-making process
and influence consumer decisions in all stages based on the marketing
and advertising goals.

Advertisers use different channels to reach consumers at different times.

They can use social media, television, radio, newspaper or even any
printed material to appeal to the consumers. Each channel can have a
different effect on consumers' behaviour based on the demographics and
characteristics of the consumers. These different channels also have a
different effect based on the consumer stage of decision making.

Advertisers also study consumers' behaviour not only to reach them but
also to get their feedback and their reactions toward the sold products.
By understanding these reactions, advertisers will be able to create more
effective advertising for later campaigns and better targeting and
message to the consumer.

Types of Advertisement Media:

There is a number of advertising approaches being used by advertisers

based on the way they want to approach the consumer or potential
consumers. The main goal of all of these approaches is to persuade
potential customers to buy a product and convince the current customer
of the value they got from the product they buy against other products.

There is a common classification for advertisement which is Rational and

Irrational advertisement. The rational type of advertisement is the one in
which the advertisers rely more on product features while irrational
advertising is more about the emotions and social effect of the products.
Informational Advertising
The informational advertisement is one of the rational advertising
approaches. The informational advertisement is a product-oriented
advertisement. It focuses more on showing off the characteristics of a
product. This approach presumes that customers know what they want to
buy and can relate the characteristics of the advertised product to their
needs and benefits.

TRANSFORMATIONAL ADVERTISING
Transformational advertising is considered irrational advertising. It
focuses on the consumer more than the product. This form of
advertisement tries to create a unique experience for each consumer by
providing him with an advertisement that appeals to their needs and
wants. Through transformational advertising, the advertisers try to show
their users’ how their life can be better by buying a product or service.
This type of advertisement also tries to link the experience a user would
get by buying a product or a service with the experience of the brand
name.

The irrational advertising techniques focus on the emotional side of

people’s characters. With such an approach, they work more on the
influential factors of the decision-making process of the user from a
psychological aspect.
STRATEGIES APPLIED BY ADVERTISERS TO PRESENT
ADVERTISEMENT:

1. . Utilization of Media Platforms

Marketers and advertisers use various platforms to send their

information to targeted consumers. According to Ayan wale et al.,
magazines, TV, newspapers, and the internet are currently the most
common platforms marketers use to advertise and engage their
customers. Advertising includes banner advertisements, e-mail
messages, billboards, interactive games, and numerous forms.
According to studies done in 2004, 44% of total advertisement money
was spent on digital advertisement platforms [9]. However, newspaper
advertisement has been associated with brand building and reshaping
consumer decisions.

The effectiveness of advertisements influences the behaviour of

decision-making by the consumers. Advertisement effectiveness refers
to the consumer’s liking, leading to the purchase of the advertised
product. Advertisement effectiveness is influenced by various factors,
including quality of media, choice of the media channel, and quality of
the content. Internet and television remain to be the most influential
media platforms for carrying out advertisements.

Advertisements use various ways to shape how the consumer makes

decisions. These include celebrities and models to attract and convince
consumers to like and buy their products. Some companies use
repetitive messages to influence consumers' decision-making; the
messages keep reminding the consumer about the products. The
assumption is that continuously reminding consumers of a product may
make the consumer eventually purchase the product .
 2. Intervention on Consumer Awareness:

According to studies, when consumers are repeatedly reminded about a

particular product, they gain interest and decide to see its benefits [10].
This strategy makes consumers trust the company and decide to buy
products of the company because of the utility they get from the
products. One way in which advertisements influence consumer
behaviour is through the awareness that they bring to consumers.
According to Morello, promotional activities and promotions provide
consumers with the news; it provides them with information concerning
the products but no disapproval or approval [10]. At this point,
consumers express a lot of curiosity, especially if the product being
advertised is new in the market.

3. Promotion and Promotional Activities:

The advertisement industry focuses entirely on influencing consumer

behaviour. They try to make consumers want things whether they need
them or not. No company can build its brand without proper investment
in advertisements. Advertisements include both written and promotional
activities. Promotional activities remain one of the most dominant
strategies used in the consumer market, with the standard goal of
influencing the consumers’ decisions and behaviour

The primary aim of promotional activities and advertisements is to

influence consumer behaviour; building a solid brand has always been
considered the best way of influencing consumer behaviour
Various Advertisement media:

1. Broadcast media
TV and radio are two of the most important advertising media known as
broadcast media. 
There are 2 types of broadcast media which can be considered here:
A. Television
Televisions have become a very important tool to advertise for
companies. Companies can targets serials, reality shows, sports
events, live events etc. which are showcased on TV's and
understand the demographics of the people watching the TV. 
B. Radio
As a tool for marketing and advertising, radio is the most cost
effective tool which a customer can have. Since radios have are
high penetration and are easy for customers to buy, they are a
good tool for advertising. Radios enable companies to reach out to
a wide range of customers. Since radio cater to the needs of a
particular city or region, it is a good way to advertise based on
customers selected from geographic segmentation. 

2. Print Media

Advertising media like newspapers, magazines, leaflets, brochures,

billboards, signages, direct mail and other print publications come under
print media. With the massive reach of print media, it became a popular
tool for advertising. Print media caters to a regional audience and is
published in different languages.
Hence, print media can cater to a niche audience as compared to
broadcast advertising media tools like TV or radio.

3. Online Media

With the consistent growth in internet penetration, companies have

started using online media for promotion through advertising. People are
connected to the internet through social media, website browsing etc.
This gives an opportunity to companies to use this advertising media and
cater to customers using online advertising. Online ads, blogs, content
advertising, affiliate marketing etc. are all done using online as an
advertising media.

4. Outdoor Media

Another popular form of advertising is using outdoor hoardings,

billboards, OOH (out of home) media etc. Outdoor advertising it basically
useful in capturing those customers who are travelling from one place to
another.
This gives an opportunity to companies to use outdoor advertising media
to create brand awareness by putting large bill boards and hoardings
above buildings, near streets etc. to give maximum visibility. 

The starting point is the

stimulus-response model of
buyer behavior shown in 0
Figure 5.1. (Ahmed and
Ashfaq, 2013) conducted a
study to explain the impact of
advertising on
consumers’ buying behaviour
on purchasing cosmetics
products. The findings of the
study showed that 41% of
respondents were influenced
by product quality, 39% were
influenced by to
persuasiveness of the
advertisement while 20% were
influenced by
the information provided by
the advertisement
(Ahmed and Ashfaq, 2013)
conducted a study to explain
the impact of advertising on
consumers’ buying behaviour
on purchasing cosmetics
products. The findings of the
study showed that 41% of
respondents were influenced
by product quality, 39% were
influenced by to
persuasiveness of the
advertisement while 20% were
influenced by
the information provided by
the advert