CHAPTER - 1

INTRODUCTION

Background of the problem

The biggest challenge any company faces is understanding its consumers, and what

drives their behavior. Gone are the days when marketers worked on one size fits all

approach that came with an assumption of what works for one would work for the

other as well. The responsibility of a deft marketer now is to anticipate the

requirements of a customer in advance and present solutions in the most suitable

fashion. This requires a deep understanding of the consumer behaviour and the factors

that influence their purchasing decision. The strategies thus developed towards

reaching consumers are to be designed, developed and implemented accordingly.

Consumer behavior is influenced by many factors, this includes situational, personal

and psychological, environmental and marketing, family, and cultural factors.

Marketers try to evaluate and understand these factors so they can reach the

consumers that are most likely to buy their products in the most cost-effective way

possible. Marketers also often try to influence a consumer’s behavior with things they

can control such as the layout of a store, music, grouping, website design, shopping

carts, availability of products, pricing, and advertising. While some influences may be

temporary there are some that are long-lasting, different factors can affect how buyers

behave—whether they influence you to make a purchase, buy additional products, or

buy nothing at all. Within any customer's decision is a core motivational element that

must be identified early in the creative process to understand the influence. Hence

advertising and marketing strategies require more than just purchase behavior data to

build effective messaging. It is imperative to know what triggers the purchasing

decision and subsequently make use of those channels and mediums that effectively

promote the product and increase its chances of being accepted in the market.

The factors that often motivate a customer come from specific hidden personal values.

To understand the influence there are four factors to consider: a) Demographic, b)

Motivational, c) Behaviour, and d) Attitudinal. Marketers thus need to understand the

exact factors that influence the purchase decision and create messaging that can

influence those decisions. This means that the viewer should be able to understand the

underlined meaning behind the message, relate to it and have the recall at the right

time to influence his/her purchasing decision.

Hence, the first stage is discovering the insights which then need to be connected to

the message and the right marketing channels. Connecting to right performing

marketing initiatives is the real challenge for marketers. The key to mapping the

distribution or advertising channels to message is measurements. For successful

marketing, it is important to measure the effectiveness of advertising mediums and

map it back to strategy to influence consumer behaviour. Usually, marketers often use

an empirical measurement method by cross-checking sales data against media

campaign strategies. Many of them feel this method could be improved as a number

of organizational and technical issues make the indicators difficult to implement.

Marketers are investing and researching to understand and measure the impact of

various marketing channels; and hence are careful while allocating their advertising

budgets.

There is a constant need to stay connected with customers and make your presence

felt. The companies rely heavily on their marketing team to churn relevant data and

come up with useful insights that can increase their outreach. There are several

mediums through which the companies can promote themselves and possibly attract
as many consumers as possible. It is thus imperative that in an ever-changing
advertising landscape, marketers are always evaluating their advertising mediums to

stay on top of what’s working and what’s not working to reach consumers.

At the helm of every advertising medium is technology. With recent advancements in

technology and constant evolution in product offerings, there have been introductions

to new advertising or digital mediums such as e-mail, websites, apps, game consoles,

banners, and social media. There is thus a heavy reliance on new advertising

methodologies as the traditional and conventional methods are obsolete. As stated by

Cate Connolly, consumer insights manager, Universal McCann London ―The

digital revolution has not just arrived, it has well and truly settled in. Traditional

communications channels have mutated, fragmented and diversified to create a

spectrum of media experiences that give consumers unparalleled options and freedom

of choice. Today the internet is at the core of communication and consumption

behaviour. It has transformed the advertising medium into a much more sophisticated

and focused tool. Now that advertisers are better equipped for communicating on the

web, they are gradually directing their budgets towards digital advertising. Measuring

digital advertising performance is therefore becoming critical for them. Advertisers

can also assess the impact of their branding campaigns by internet users’ engagement

on a website. This is achieved by analysing every aspect of their browsing behaviour,

including depth, duration and actions.

Mapping advertising channels to outcomes has become an important job for every

marketer. As per eMarketer ―Over 50 percent of companies with 100+ employees

and more than one digital channel are using multichannel attribution models, up from

22.9 percent in 2014. Marketing priorities have changed with time. Marketers are

looking at attribution and outcomes more than ever in this changed landscape.
 Figure 1.1: IBU, The outlooks for 2016: A snapshot into digital media and the

evolving roles of audience insights

As per the survey conducted by the Winterberry Group and the Interactive

Advertising Bureau in January 2016 measurement is gaining importance in marketing

jobs and is apparent in Figure 1.1. It is also seen that the measurement and attribution

of marketing channels are the most important areas in the US digital marketing and

media practitioners' portfolio as per the poll results. Measurement and attribution has

been the talk of the town and is a practice that is getting interest and attention due to

connection to consumer behavior and how it impacts their interaction with digital

advertising. Media Math president Ari Buchalter aid ―A polished marketer

knows the limitations of old ways of marketing and is trying to solve for the well-

known problems, however, there are many challenges at this stage and it is difficult to

figure out an ideal solution. With the advancement of digital advertising and channels;
 understanding the impact of advertising mediums on consumer behaviour is a hot

topic for marketers for sure and there is little doubt that marketers and researchers will

not continue to focus on it. After all, knowing what drives sales and attributing

advertising budgets to the right mediums is key for any company.

Statement of the problem

The advertising world around the globe is witnessing a huge shift from traditional to

digital mediums. More advertising dollars continue to be spent on the internet, far

greater than any other media. Internet advertising revenues continued to show

impressive growth at 15.9% in 2019, reaching $124.6 B which is $17.1 billion greater

than the record-setting growth experienced in the previous year. 2019 marked the

lowest growth rate since 2012, and showed the shift towards a slow growth rate

compared to prior years. It is still growing at a remarkable 16% and has on average

remained a double-digit growth rate for more than two decades.

Figure 1.2: Advertising revenues and growth, by Media 2019

Though internet advertising may be slowing, it’s still being supported by second

generation social media companies that will continue to spur innovation and gain

market share.

Given the convenience and universality of mobile devices, the percent of time people

are spending on phones has been rapidly increasing over the last few years. Social

media platforms understand the trend and have created attention grabbing applications

that advertisers are keen to be part of so they can meet a potential consumer.

Advertising dollars are continuing to shift to mobile devices. Internet ad revenue

derived from mobile devices reached $86.7 billion in 2019 which represented a 24%

increase over 2018 revenues of $69.9 billion.

The recent proliferation of shoppable advertisements across different platforms

advances the concept of an omni-channel world and gives advertisers another venue

to interact with a customer outside the storefronts. Internet advertising revenues may

have found another way to continue reaching new highs and will continue the growth.

With tons of valuable customer data and the ability to integrate ads to appear in a

native format, brands know how to reach consumers in the most effective and least

disruptive way. This ability for these platforms and advertisers while keeping the

customer needs in mind will be a driving force in this industry.

The 2019 Internet advertising report demonstrates that even while the digital
advertising industry matures, innovation continues to propel the growth of the
industry at rates far surpassing other ad supported media.” | David Silverman,
Partner, PwC
 Figure 1.3: Total Media Ad Spending Growth, by Media 2020

India is also witnessing a similar shift in spends, where digital advertising spends are

on significant rise. The advertising industry in India is evolving from a smaller scale

to a large business industry. It is projected to be the second fastest growing market

after China in Asia. Television has an unparalleled reach in the Indian media market

and has the largest share of media spend in 2019 at 39% ($3.29 B). This is followed

by spending on Newspaper ($2.32 B).

Figure 1.4: Mobile Ad Spending, by Media 2020

The dominant growth factor of Digital comes from the proliferation of smartphones,

backed by cheap data plans, that has shifted a significant amount of digital ad spends

to mobile advertising.

Figure 1.5: Total Media Ad Spending, by Media 2020

The mantra for most brands and digital agencies this year is ‗mobile first and this

sentiment is reflected in the growth projections for mobile ad spends. The spending on

mobile is growing significantly in India and is expected to grow by 38% in

2021. Now newer approaches and mediums have evolved to reach consumers. They

stay much more informed about the offerings, leading to a very informed decision.

“With the creation of Web 2.0, we are seeing the emergence of a new type of digital

consumer, who is no longer simply a passive 'site-seer' on a fixed consumer journey

but an independent explorer craving freedom, adventure and companionship. The

challenge for businesses and advertisers is to engage with the active digi traveller as

well as the passive digitourist.”– Sarah Morning, planner, OgilvyAction

We have witnessed that the technology adoption over time took half as long with each

new launch and the shift in the consumer behavior was drastic that has led to the
extinction of many innovations. A quick look into the Figure 6, shows that billion

users take half as long with each technology.

Figure 1.6: Digital technology Adoption Faster

Note: Data shown on the graph is only up to the year when the user base touched one billion.

App based smart-phones

In a recent flash sales advertising campaign for mobile launch on Flipkart, the

platform received 100,000 registrations and sold out in under 40 minutes. This

example points out a trend that would define consumption of digital media and a shift

in consumers behaviour for categories of product that were always sold offline.
 Figure 1.7: Flipkart MI launch of Mobile Phone Online

You say ‗jump‘. They say ‗how high‘?

Almost a decade back advertisement meant jingles, slogans, celebrity endorsement,

customer testimonials, and discounts. Now newer approaches and mediums have

evolved to reach the consumers. They stay much more informed about the offerings,

leading to a very informed decision.

IPL multiplied with the power of YouTube with spectators worldwide. India is the

land of cricket enthusiasts and the recent IPL season has lived up to the expectations

of spectators worldwide by integrating YouTube to livestream their matches.

Asian Paints, Tag a Holi Friend Campaign on Facebook. Asian paints, Asia’s 3rd

largest paint company, used Facebook to strengthen the relationship with the audience

and hence used the media to convey their core brand message.

HDFC Bank on Social Media – How they listen to customers on Twitter. Most of the

Indian banks have started using social media to stay connected to their customers

however, HDFC’s twitter approach is quite remarkable. They are using social

channels to share product updates, offers, customer feedback and puzzles. They sit on

a huge follower base.

While we see a lot more happening in the digital ecosystem, per the case studies and

data it is quite complex to correlate shifts in advertising medium to consumer

behavior. The research would get into the details of each and every medium and the

impact on consumers.

The rapid development of technology today makes Internet users and advertisement

spends continue to increase in India. However, there is very little understanding of the

impact of this shift in advertising mediums and its influence on the consumer

decisions and behaviour.

Looking at this gap in understanding the impact of digital advertising, the research

aims to uncover and analyse the impact of digital advertising on the consumer

behaviours variables. The study will be stated as

“Role Of Digital Advertising In Respect Of Consumer Purchasing Behaviour- (A

Case Study Of Patna)”

The impact of Covid-19

January and February were strong growth months as in years past, however, March

was sharply impacted by the coronavirus. This is evident as Q1 2020 revenues grew

to $31.4 billion, only a 12.0% increase, from the prior Q1 period.Many companies are

expecting a continuing negative impact to Q2 and significant uncertainty as to the

severity and duration to the quarters beyond Q2.

 Figure 1.8: Q1 2020, Internet Advertising Revenues

Impact of the virus on the industry

● travel disruption, cancelled events, and economic uncertainty

● significant cut on sales forecasts

Objectives of the study

1. To analyse the changing trends of the advertising landscape in India.

2. To analyze the influence of demographics on consumer’s perception of digital

advertisement.

3. To analyze consumer’s response to digital advertising based on the location,

frequency and length of access to the internet.

4. To analyse consumer’s response to digital advertising and the degree to which

devices contribute to it.

5. To analyze consumer’s motivation for engaging in a digital advertisement and

its effects on behaviour.

 6. To study the impact of attitude and experience on consumer buying behaviour

7. To identify product categories influenced by digital advertising.

8. To understand relative variables of importance of all the variables influencing

consumer behaviour towards digital advertisement

Variables of the study

Independent Variable

Independent variable is the variable that is controlled and manipulated by the

experimenter. The independent variable is the condition manipulated or selected by

the experimenter to determine its effect on behavior. It is the stimulus of stimulus

response psychology.

● Demographics

○ Gender

○ Age

○ Education

○ Occupation

○ Marital status

○ City Tier

● Internet Behaviour

○ Length of access

○ Location of access

○ Device of access

○ Frequency of access

○ Level of addiction
 ● Motivation

○ Information

○ Deals

○ Ease of comparison

○ Frequency

○ Copy

○ Product details

○ Interesting latest

● Attitudinal

○ Trust

○ Experience

○ Opinion

○ Likes/ Dislikes

○ Buying preference

Dependent variable

Dependent variable is the variable that is measured by the experimenter. The

dependent variable is a measure of the behavior of the subject that reflects the effects

of the independent variable. In the language of stimulus response psychology, it is the

response. A dependent variable is one that changes in consequence with the change in

the independent variable.

● Action after seeing an online advertisement

● Purchase after seeing an online advertisement

Research questions of the study

A research question is a question that a research project sets out to answer. Setting up

the right research question is essential for both quantitative and qualitative research.

This research will focus on the below listed questions under the study:

1. What effect does gender have on consumer behavior to digital advertising?

2. What effect do the different educational qualifications have on consumer

behavior to digital advertising?

3. What effect do the different occupational status have on consumer behavior to

digital advertising?

4. What effect does marital status have on consumer behavior to digital

advertising?

5. What effect does city of residence have on consumer behavior to digital

advertising?

6. What impact does length of access to the internet have on consumers'

behaviour to digital advertising?

7. What impact does access to the internet from home have on consumers'

behaviour to digital advertising?

8. What impact does access to the internet from work have on consumers'

behaviour to digital advertising?

9. What impact does access to the internet from a public place (cafe, library etc.)

have on consumers' behaviour to digital advertising?

10. What impact does access to the internet during commute have on consumers'

behaviour to digital advertising?

11. What impact does access to the internet from any other place have on

consumers' behaviour to digital advertising?

12. What impact does the frequency of access to the internet from desktop/PC

have on consumers' behaviour to digital advertising?

13. What impact does the frequency of access to the internet from laptops have on

consumers' behaviour to digital advertising?

14. What impact does the frequency of access to the internet from smartphones

have on consumers' behaviour to digital advertising?

15. What impact does the frequency of access to the internet from gaming

consoles have on consumers' behaviour to digital advertising?

16. What impact does the frequency of access to the internet from portable media

players have on consumers' behaviour to digital advertising?

17. What impact does the frequency of access to the internet from tablets have on

consumers' behaviour to digital advertising?

18. What impact does the frequency of access to the internet from smart TV have

on consumers' behaviour to digital advertising?

19. How the frequency of checking smartphones impacts consumer behavior to

digital advertising?

20. How does the level of addiction impact consumer behavior to digital

advertising?

21. Which elements (deals, information, advertisement copy, product details,

information etc.) within a digital advertising have a higher impact on

consumer behavior?
22. Does information provided in digital advertising impact consumer behavior?

23. Does frequency of viewing digital advertising impact consumer behavior?

24. Do deals provided in digital advertising impact consumer behavior?

25. Does information to facilitate ease of comparison in digital advertising impact

consumer behavior?

26. Does the interesting latest knowledge provided in digital advertising

influences consumer behavior?

27. What impact does positive or negative experience have on a consumer's action

to a digital advertisement?

28. What impact does belief or trust have on a consumer's action to a digital

advertisement?

29. What impact does opinion have on a consumer's action to a digital

advertisement?

30. What impact does likes/dislikes have on a consumer's action to a digital

advertisement?

31. What impact does buying preference (online, kirana store, shopping mall etc)

have on consumer’s action to a digital advertisement?

32. What are the relative variables of importance of demographic, motivational,

behavioral and attitudinal variables that have influenced the consumer

behaviour towards digital advertisements?

33. Which product categories are majorly influenced by digital advertising and

what are the top websites to buy them from?

 34. Does frequency of shopping online influences purchasing from a new

unknown website?

Scope of the Study

The study is scoped to understand the impact of digital advertising on consumer

behaviour by measuring actions and purchases after seeing an online advertisement.

The independent variables considered for this study are demographics (gender, age,

education, occupation, marital status), internet behaviour (length of access, location of

access, device of access, frequency of access, level of addiction) , motivation

(information, deals, ease of comparison, frequency , copy, product details, interesting

latest) and attitudinal (trust, experience, opinion, likes/ dislikes & buying preference).

The study is aimed to evaluate the cause-and-effect relationship between dependent

and independent variables. The independent variables listed are the cause and its

value is independent of other variables in our study, while the dependent variable in

the study is the effect.

The scope of the study is limited to residents of Patna, who are senior secondary or

above educated, between the ages of 18 and 70 who are active online and can fill an

online questionnaire using their email accounts. The scope is also limited to

participants who have access to the internet and a device to access it due to the nature

of the survey.

The survey for the study will be open for a maximum of 1 months and will end when

either 100 participants have filled the form or 1 months have passed. Each participant

to the study will be asked to complete an online questionnaire to the full dedicating 30

minutes in order to evaluate their submission properly.

Importance of the Study

Digital advertising strategy is different from traditional advertising strategies in a

number of ways. The root cause (the 'why') is that traditional advertising strategy

emerged to work through traditional advertising channels (like print, TV & radio),

whereas digital advertising strategy emerged as a specific set of ideas, tactics &

processes around how to advertise across digital channels (like web design, search &

social media). While it may seem that the difference is merely due to channels (i.e.

digital advertising is for campaigns online & traditional advertising for campaigns

offline), the reality is a lot more complicated. With the shifting paradigm of

technology and consumer engagement with devices, it is critical for an advertiser to

understand the level of impact these mediums create to communicate and influence

the consumers.

In India many researches are carried out to understand the impact of different media

channels and advertisements on consumer behaviour. Many researcher studies were

objected to make standardized tests and to evaluate effective media for teaching and

learning. Apart from this, the importance of present study is listed as under.

Definition of Terms

Digital Advertising: also known as Internet advertising or online advertising is a form

of promotional advertisement delivered by internet technology to the consumers

Consumer: a user who takes an ―action‖ and/ or ―purchases‖ after seeing an online

advertisement.

Consumer behaviour: understanding users decision and motivation to take an an

action and/ or purchases

Social Media: is a widely used term for websites, apps and messenger services that

enable users to create and share content, reply to a conversation, purchase over an app

etc.

Display Advertising: web banners over website content or other interfaces to

encourage user to click and visit the advertising website, market place or apps

Email Marketing: direct marketing a commercial message to a group of people who

are either subscribed or not using electronic mail.

Limitations of the study

This study is limited by several factors that can be addressed in future research.

The primary limitation of this research is that it aims to explore the impact of digital

advertisement as a whole. Further research should focus on each of the digital

advertising formats and study its impact. Also, the factors investigated were limited

to demographics, internet behaviour, motivation and attitudinal not covering other

dimensions that could impact consumer behaviour. Future research should be

conducted to focus on examining the other dimensions that were not factored in the

current study.

The other aspect to look at is the sample size and its limitation on geographical

coverage. The sample set is not necessarily representative of the broader population,

so it is difficult to know how far we can generalise the results. The research questions

should be evaluated further with an expanded sample size to get universal data.
Although an online questionnaire will be filled, a focused interview approach always gets

maximum attention from the respondents. It further helps to finetune the questionnaire to avoid

any possible bias. Future research could look at doing a focus group interview to validate the

questionnaire further.

Additionally, in this research, only advertising frequency is studied while considering media

effectiveness. Other factors, like advertisement quality, celebrity endorsement, involvement of

respondents with the product category, recency of advertisement and the like can also influence

the outcome. Hence, in the future research to examine the effects of total media effect on brand

equity.

Finally, there has been limited empirical study on digital marketing and its measurements thus

leading to very small available references or literature.

The limited access to internet connection of the sample population due to Covid-19 has severely

affected the number of responses for this study as more people could not depend on the

available connection to fill the online survey.

CHAPTER - 2
 REVIEW OF LITERATURE

Associated Chambers of Commerce and Industry of India, 2013

ASSOCHAM conducted a survey on 3500 dealers and retailers from Delhi, Mumbai, Chennai,

Bangalore, Ahmedabad and Kolkata. The study was conducted among respondents from 18 to 60

years of age groups where 65% were males and 35% were females among online shoppers.

● Due to online discounts, high fuel prices and availability of varied online options, 2013

saw an upsurge in online shopping.

● It was found that the majority of products were sold in the category of fashion and

technology like Ipad, mobile phone and its accessories, digital cameras, etc.

● The study also concluded that people don’t prefer online shopping due to reasons like

fear of sharing personal information, lack of credit and debit card facility, high delivery

cost and insecurity of getting products in good condition.

● Consumers unwilling to shop online prefer to use online services for researching

products and services.

A Study On Impact Of Online Advertising On Consumer Buying Behavior Among Young

Adults - Between The Age Group Of 18 To 35 Years, In The Ahmedabad City by Dr.

Vasudev A. Modi, 28 December 2014

This research is focused on the impact of online advertising on consumer buying behavior in the

Ahmadabad city of India. In this study, various benefits of online marketing like online

branding, cost, reach and consumer preferences are discussed in detail. It further discusses and

explains different types of ad formats that are used such as pre-roll video advertisement, banner

advertisements, social media advertisements. The study also mentions types of online advertisements

that are floating ads, pop-up ads, video ads and mobile ads.

According to this study, 40% of people said that advertisements are informative and 26% said that it

is nothing but a waste of time. The study states that a person on an average spends around four hours

online over the internet, which is more than television and radio time spent. 26% of respondents
never change the channel during the advertisements and 33% said that it totally depends on the

advertisements. 40% of respondents buying decisions are based on the information provided by

friends and relatives followed by television, online advertisement is least influential for buying

decisions. 52% of respondents said yes to internet advertisements' influence.

No doubt internet advertising is effective in creating awareness, buying decisions are changing and

half of the respondents are getting influenced by online advertisements. The appearance of

advertisements plays an important role in attracting the attention of the viewers.

Factors Affecting Online Advertising Recall: A Study of Students by Peter J. Danaher and

Guy W. Mullarkey, 2003

The research article deeply dives into the factors that have an impact on the online advertising

recognition and recall behavior. The study further focuses on key parameters such as time spent on

the page viewing, mode of view, page context factors, page background, text on the page, the banner

placement and style of the banner advertisement. The researcher concludes with key finding that

the longer a person spends time on the page and is expired to a website page hosting a banner

advertisement it is more likely that they will remember the advertisement and the banner messaging.

Impact Of Online Advertising On Consumer Attitudes And Interests Buy Online

- Survey On Students Of Internet Users In Makassar by Muhammad Aqsa, Dwi Kartini,

April 2015

In this study the researchers analysed and tested the effect of online advertising on consumer

attitudes and purchase interest online. The study was conducted on students of public and private

universities in the city of Makassar, India. The method used in the study was quantitative analysis

using the technique of purposive sampling method with a sample of 340 people. The results showed

that online advertising has an influence on consumer buying behavior and online. Dimensions

interactivity of online advertising provides the highest influence on the attitudes and interests of

consumers purchasing online.

Global Turning Points by Emilio Ontiveros Baeza and Mauro Guillén, 20 September 2012
This book offers an in-depth analysis of the ever-changing world events and trends that are shaping

and transforming the world beyond imagination. It highlights major trends that will shape the world

that we know like; for the first time in human history, more people live in cities than in the

countryside, and greater numbers suffer from obesity than from hunger. During the next few

decades, India will become the biggest country in terms of population, China the largest in output,

and the United States the richest among the major economies on a per capita income basis. Food and

water shortages will likely become humankind's most important challenges. This provides a good

introduction and analysis to the channalanges business and society are facing in the twenty-first

century.

Winning the Zero Moment of Truth - ZMOT by Jim Lecinski, June 2011

This book focuses on changing consumer behaviour and the trends of online decision making at the

Zero Moment of Truth Or simply ZMOT. It highlights trends in purchase and action from everyday

things like grocery shopping, to tickets for travel and the way we interact with the internet to make

these decisions. In today's world everyone seeks more out of digital journey whether it is reading

product reviews, customer ratings, video how to’s or detailed information about the services before

taking the next step on the path to purchase. The author also talks about how to navigate and be a

leader in this new marketing ever changing moment and support your action by market research,

insights from C-level executives/leaders, and understand personal journeys and stories of these

consumers.

Online advertising and its impact on consumer buying behaviour by Gaurav Bakshi, and

Dr. Surender Kumar Gupta, February 2013

The research was done to understand the factors that influence online advertisement effectiveness

and its impacts on consumer buying behaviour. It investigated the reasons for consumer purchasing

and elements that add up to the effectiveness of an online advertisement. The study concludes that

the awareness and increased use of the Internet is becoming a norm for advertising, making it a well

known advertising platform. The online world of the internet is providing advertising professionals

with more knowledge, tools, series and reach than ever.

 Ad Serving Technology: Understand the Marketing Revelation That Commercialized the

Internet by Greg Cristal, 4 January 2014

The book on ad serving technology provides an overview of commercial means to the internet

talking about the sites, users and how it is always on. The technology provides marketers the ability

to design, schedule and measure effectiveness of their ads in real time at a very low cost bridging the

gap to knowledge and performance. The book also talks about various tips that marketers should be

informed about from cookies, tagging to page level analysis to gain a hand on consumer behaviour

data. It further provides insights into how to monetize over the internet products and use online

advertisements.

Online advertising and its impact on consumer behavior by Dr. Parul Deshwal, 2016

The purpose of this study was to analyze different types of online advertising and explore how

online advertisements affect consumers purchasing behavior. The study argues that it is difficult to

qualify and quantify the actual impact of online advertisements for mass media channels or digital

media channels. There are some new technological advancements that can help solve attribution for

the advertising industry as a whole. It also states that as more businesses are advertising online and

there is no clear attribution the confidence on the effectiveness of blast advertising targeting the

messes using display banners is low.

Customer Centricity by Peter Fader, 2012

This book on customer centricity highlights the importance of targeting the right customers for

strategic advantages. It focuses on the importance of knowing who your customers are and are they

the right customers. It further shares that all customers do not need the same amount of focus and

efforts, in the world of customer centricity. There are best customers and rest of customers, and how

a business can change the way they look at their customers. The book also provides context and

guidance on developing the right products, customer service and relationship, measurements metrics

and overall company wide focus to make the most important customer the center of productivity and

long term gains.

 Permission Marketing: Turning Strangers Into Friends And Friends Into Customers by

Seth Godin, 1999

The book authored by Seth Godin, talks about the concept of permission marketing and how to offer

consumers incentives to accept advertising voluntarily. In today's world where a TV commercial

breaks into our favorite program, and/or the telemarketing phone call often disrupts our family

dinner, permission marketing is a concept that can bring back marketing connections. The traditional

advertising is based on the hope of snatching consumers attention away from whatever we are doing

and Seth Godin calls it Interruption Marketing. He says it no longer works. The author introduces a

fundamentally different way of thinking about advertising products and services. By reaching out

only to those individuals who have signaled an interest in learning more about a product.

Economic Globalization: Trends, Risks and Risk Prevention by Gao Shangquan, 2000

The paper examines the trends, risks and prevention of economic globalization. The author talks

about the increasing interdependence of world economies in today's world with a growth in cross-

border trade, flow of international capital and wide spread of technologies. The author also talks

about developing risk with economic globalization especially for developing countries, their key

reasons and prevention against such risks.

Impact of online advertising on consumers by Ashamayee Mishra and Dr. D. K. Mahalik,

June 2017

The study aims to measure the impact of online advertising on consumers. Some key findings from

the research includes; the online advertisements are effective but they can’t be clubbed with the age

group - they’re independent. Any factors can persuade an individual and there are no distinctive

barriers. If the online advertisement is effective it may translate into a purchase and form a relation

between ecommerce and seeing an advertisement.

The advertisement can be termed as an infotainment which is very intense, accessible, feasible and

reliable as well by creating its own credibility with being economic and stands up to be trustworthy

by avoiding negativity which may lead to annoyance.

 A Study of Impact of Online Advertising on Consumer Behaviour (With Special

Reference to emails) by Srivastava Priyanka Research Scholar, Department of

Management, CMJ University, Shillong, Meghalaya, 2012

In this study, the researcher is exploring the impact of online advertising on consumer behavior, the

outcomes of which came from the survey which is conducted over the 100 number of people from

Lucknow. The researcher found that internet users (all age groups people) have the same perception

towards the websites advertisements. They also found that all the age group people agreed that the

online advertising is very informative, but at the same time these advertisements create irritation

among all age group people. The researcher also found that online advertising is informative for

all age groups of people and basically it is used for accessing emails.

In the light of the above review of literature it is clear that there are various studies related with

various dimensions of this study, but we have not seen a significant study on this topic hence this is

an attempt to explore the effect of digital advertising on consumer behavior.

 Chapter-III

Overview of Research Methodology

The research implementation process is the main chapter of the research that provides a practical

overview of the research conducted. The data gathered through responses are aligned

systematically to ensure the accumulation of valid and reliable results (Pandey & Pandey, 2021,

4). The purpose of aligning data is to address there search aims and objectives. The data

collected from primary and secondary sources give a structure to the research enabling it to draw

relevant conclusions that justify the framework of the research. The adequate use of journal

articles provides secondary information for there search whereas data gathered and analysed

provides primary information and assessment of the research topic. The methodological choice

of the re- search is critical for preparing a design of the research and drawing findings that

support the research.

Study Design

The impact of digital advertising on consumer buying behaviour is being evaluated in this

research. The consumer satisfaction is dependent on the buying behaviour patterns of the

customers. The qualitative and quantitative data are used for justifying the methodology applied

for the research. The qualitative data provides a theoretical assessment of the findings whereas

the quantitative data gives a numeric justification of the conclusions. The theoretical information

provides an overview of the topic and the numerical data provides validity of the aspects that are

categorized through the research. Qualitative research is explorative and the quantitative data is

used for providing a confirmatory role of research

(ZangirolamiRaimundo,Echeimberg&Leone,2018,9). The relationship between the variables and

the hypothesis is justified through qualitative analysis.

Approach of the Study

This research adopts the mixed method of research where qualitative and quantitative research

methods are used for integrating the perspective of the area of research. This mixed method is
used to align information acquired through qualitative and quantitative study. The primary and

secondary sources will be used for the study that are gathered from multiple sources. The

combination of primary and secondary data is crucial for their search to assess the preferences of

the customers. This will allow developing the methodology based on researches conducted by

other researchers and validating it through accommodating research findings. The role of digital

advertising on the consumer buying behaviour and satisfaction levels will be evaluated by

combining qualitative and quantitative research methods (Pandey & Pandey, 2021, 5). The non-

probability testing methods have been applied to the research using a mix of primary and

secondary data.

Population of the Study

The population of data used for the analysis comprises of hundred respondents from Patna. The

respondents have been selected randomly for the research using the convenience sampling

method. The respondents were approached on the internet randomly to analyse the

demographics and assess their buying behaviour patterns (Rinjit, 2020, 19).A structured close

ended questionnaire was used for accumulating the responses and analysing it to evaluate the

buying behavior of the customers. The awareness of people about digital advertising and their

views of the impact of digital advertising on consumer buying behaviour has been analysed

(Mishra &Alok, 2022, 8). The satisfaction of the people generated through purchases made

online has also been evaluated.

Sampling Technique and Sampling Size

The convenience sampling method has been used for data collection where a random sample

was accumulated through gathering data from hundred respondents on the internet,

(Zangirolami-Raimundo, Echeimberg & Leone, 2018, 2). Online survey questionnaires will be

distributed to the study participants through sharing questionnaires online via Yammer, There is

a Yammer group for all LAB students. The random sampling method was applied using

convenience sampling techniques conducted in Patna. The structure of the questionnaire was

close ended which applied Likert sampling for analyzing the responses of the respondents(Cr,

2020, 2). The responses have been analysed using the work sheet analysis method where limited
data has been analysed.

Methods of Data Collection

The primary data of the research has been gathered using a structured close-ended questionnaire.

This method of data collection has been applied using the convenience sampling technique. The

survey was conducted on the internet to generate results for the specific research

questions(Rinjit, 2020, 6).The data is collected through the survey websites that focus

specifically on people of Patna. This questionnaire will take almost five-ten minutes for the

respondents. Each participant will be given 10 days approximately to fill out the online survey.

So, the respondent can fill out the survey-based electronic questionnaire through google form on

their availability during the time provided. And that participation of the respondents will be

voluntary. Google Forms were used for accumulating the responses from the respondents. The

responses of the respondents were gathered using the Likert scale which allowed for

accumulating information relevant to the research.

Methods of data analysis

The worksheet analysis method allows allocating the information and responses gathered from

hundred respondents. The data has been aligned in the form of tabular and graphical

representations to validate the responses of the respondents (Jisana, 2014, 12). The data

accumulated classifies the usage patterns of the respondents towards digital advertising and their

buying behaviour depending on digital advertising experiences. The satisfaction levels of the

respondents are also categorized to validate the use of digital advertising (Kircova & Esen,

2018, 9). This allows allocating the responses through an online survey and assessing it using

worksheet analysis techniques (Istanbulluoglu, 2017, 10). The selection of this method is done

to justify there search aims and objectives and categorize the particular information gathered

through research.
Research Implementation

The research techniques are applied and implemented in this area of research. The data

accumulated has been analysed and justification has been provided for the outcomes.The data

accumulated using a survey of hundred respondents has been evaluated using the worksheet

analysis methods (Gao&Bai, 2014, 7). The responses have been presented in a tabular and

graphical representation.

Description of The Implementation

The mixed method of research has been applied for this research that accumulates the primary

and secondary data using qualitative and quantitative techniques. The primary data of research

has been accumulated through a structured close-ended questionnaire that adopted the

convenience sampling method (Voramontri & Klieb, 2019, 4). The secondary data of research

has been gathered by reviewing journal articles and information available through multiple

sources. The responses gathered through primary and secondary data will enable presenting

findings and conclusions that depict relevance to the area of research

(Pappas,Pateli,Giannakos&Chrissikopoulos,2014,8). The impact of digital advertising on the

buying behaviour and satisfaction level of people has been evaluated. The responses have been

gathered from residents of Patna analysing their awareness and information about the presence

of digital advertising (Chen,Yan,Fan&Gordon,2015,7). The research aims to provide a

generalized approach to findings sharing the interests of the people and their awareness of

digital advertising.

The research study aims to focus on the following research questions and address the findings

based on these specific areas of research. The research questions that have been identified

through the research are the following:

What is the role and impact of social media in advertising on consumers buying behaviours

among people of Patna?

What is the role of digital advertising on customer satisfaction among the people of Patna?

The responses of hundred respondents have been gathered online to support the convenience

sampling method of research. The responses of different people show their awareness of digital
advertising trends and the impact it creates on the buying preferences of the

people(Hsu&Chen,2018,3). The sample size is small in comparison to the vast population of

Patna but the categorization of responses based on gender, age, and work experiences shall make

the questionnaire approachable to a specific target audience that is aware of the industry trends

and practices. The objective is to evaluate a generalized response of the people of Patna and

assess their acquaintance with social media and digital advertising trends. The market behaviour

and the buying behaviour of the people can be analysed through this data providing an

assessment of the satisfaction levels of the group at large

(Cummins,Peltier,Schibrowsky&Nill,2014,12). This will allow for developing findings and

conclusions that are accurate with the research outcomes.

 Chapter-IV

Analysis And Discussion

The research material that is being used for the research is gathered through an online survey

accumulating the responses of hundred respondents. The independent variable of the present

research study is digital advertising. The dependent variable of the research study is consumer

preference, satisfaction, and product preference (Melović, Šehović, Karadžić, Dabić & Ćirović,

2021, 4).

The analysis of the data gathered through an online survey from hundred respondents is shown

following:

Male 22

Female 78
Gender

Table1. Gender

Figure2.Gender
The accumulation of responses shows that the gender of the respondents is twenty-two male and

seventy eight women. This shows that a large number of populations of the sample are women

respondents sharing their insight about digital advertising.

18-30 61

31-40 36

41-50 1

Age 51andabove 2

Table2. Age

Figure3.Age

The age of the respondents shows that 61% are from an age bracket of 18-30 years and 36% are

from an age bracket of 31-40years. A large number of respondents are youth and so their

awareness of digital advertising is significantly higher.

Lessthanoneyear 35

2-9years 54

10-15years 4
 15+years 7

Workingyears

Table3.Workingyears
Figure4.Working years

The working experience of the respondents with an experience of less than one yearis35% and

2-9 years of experience is 54%. This shows that a large number of respondents are working

professionals and are aware of the practices of the industry.

Bachelors 59

Masters 32

Others 9
Education

Table4. Education

Figure5.Education

The qualification of the respondents having a bachelor's degree is 59% and a master’s degree is
32%. The education of the respondents is high showing a higher level of under- standing of

digital advertising trends and practices.

StronglyDisagree 1

Disagree 5

Neutral 8

I like to use social networking sites to gain Agree 74

moreknowledge about products,services StronglyAgree 12

and brands

Table 5. Use social networking sites to gain more knowledge about products, services and

brands

Figure6.Use social net working sites to gain more knowledge about products, services and

brands

The response “I like to use social networking sites to gain more knowledge about the products,

services, and brands”shows that 74% of respondents agree and12% strongly agree. The rate of

agreement is higher in comparison to disagreement showing awareness of customers about

digital advertising and consumer buying behaviour.

 StronglyDisagree 5

Disagree 5

Neutral 16

Agree 66

I am satisfied with the social network StronglyAgree 8

advertising of brands and influencers, I

follow

Table 6. I am satisfied with the social network advertising of brands and influencers, I follow

Strongly Disagree 3

Figure7.I am satisfied with the social network advertising of brands and influencers, I follow

The response “I am satisfied with the social network advertising of brands and influencers, I

follow” shows that 66% of respondents agree and 8% strongly agree. The rate of agreement is

higher in comparison to disagreement showing satisfaction towards advertising and influencers

they follow.
 Disagree 4

Neutral 19

Contentsshownondigitalnetworkingsites Agree 70

of brands are interesting StronglyAgree 4

Table7.Contents shown on digital networking sites of brands are interesting

Figure8.Contents shown on digital networking sites of brands are interesting

The response for “Contents shown on digital networking sites of brands are interesting” shows

that 70% of respondents agree and 4% strongly agree. The rate of agreement is higher in

comparison to disagreement showing that the people are satisfied with the content that is shown

on the digital networking sites of brands.

StronglyDisagree 1

Disagree 1

Neutral 13

Digitalmediasitesenableinformationsharing Agree 67

with other people StronglyAgree 18

Table8.Digital media sites enable information sharing with other people

Figure9.Digital media sites enable information sharing with other people

The response for “Digital media sites enable information sharing with other people” shows that

67% of respondents agree and 18% strongly agree. The rate of agreement is higher in

comparison to disagreement showing that people can share information with others using digital

media sites.

StronglyDisagree 2

Disagree 5

Neutral 18

Itiseasytodelivermyopinionaboutbrands on Agree 65

digital networking sites StronglyAgree 10

Table 9.It is easy to deliver my opinion about brands on digital networking sites
Figure10.It is easy to deliver my opinion about brands on digital networking sites

The response to “It is easy to deliver my opinion about brands on digital networking sites”

shows that 65% of respondents agree and 10% strongly agree. The rate of agreement is higher in

comparison to disagreement showing that the people are satisfied that they can share their

opinion about brands on digital networking sites.

StronglyDisagree 6

Disagree 13

IalwaysbuyinanirrationalwaywhenI see Neutral 13

better offers than the one I am looking for Agree 59

StronglyAgree 9

Table10.I always buy in an irrational way when I see better offers than the one I am looking for
Figure11.I always buy in an irrational way when I see better offers than the one I am looking for

The response “I always buy in an irrational way when I see better offers than the one I am

looking for” shows that 59% of respondents agree and 9% strongly agree. The rate of agreement

is higher in comparison to the disagreement of 19%showing that people make irrational

purchase decisions when they see an offer rather than the one they are looking for.

StronglyDisagree 3

Disagree 19

Whenamong choicesIalwaysgoforthebig- Neutral 10

ger option even if it was more expensive Agree 61

StronglyAgree 7

Table11.When among choices I always go for the bigger option even if it was more expensive
Figure 12. When among choices I always go for the bigger option even if it was more expensive

The response for “When among choices I always go for the bigger option even if it was more

expensive” shows that 61% of respondents agree and 7% strongly agree. The rate of agreement

is higher in comparison to the disagreement of 22%showing that people opt for bigger options

when making choices irrespective of the fact that it is more expensive.

StronglyDisagree 6

Disagree 15

I hateitwhenmyfavourite brandgivesme Neutral 13

more than one option of offers Agree 57

StronglyAgree 9

Table12.I hate it when my favourite brand gives me more than one option of offers
Figure13.I hate it when my favourite brand gives me more than one option of offers

The response “I hate it when my favourite brand gives me more than one option of offers”

shows that 57% of respondents agree and 9% strongly agree. The rate of agreement is higher in

comparison to the disagreement of 21% showing that people don’t like it when their favourite

brands give more than one option for an offer.

StronglyDisagree 10

Disagree 16

I subscribetoallmybrand'spagessoI can Neutral 4

be always aware of new offers Agree 64

StronglyAgree 6

Table13.I subscribe to all my brand's pages so I can be always aware of new offers
Figure14.I subscribe to all my brand's pages so I can be always aware of new offers

The response for “I subscribe to all my brand's pages so I can be always aware of new offers”

shows that64%of respondents agree and 6% strongly agree. The rate of agreement is higher in

comparison to the disagreement of 26% showing that the people subscribe to pages of brands so

that they remain updated about new offers.

StronglyDisagree 1

Disagree 3

I intendtopurchasethesamebrandthatI have Neutral 7

purchased before Agree 74

StronglyAgree 15

Table14.I intend to purchase the same brand that I have purchased before
Figure15.I intend to purchase the same brand that I have purchased before

The response “I intend to purchase the same brand that I have purchased before” shows that

74% of respondents agree and 15% strongly agree. The rate of agreement is higher in

comparison to the disagreement of 4% showing that the people purchase from the same brand

they have purchased from earlier.

StronglyDisagree 3

Disagree 7

Interacting withbrands'social mediahelp Neutral 11

memakedecisionsbetterbeforepurchas- Agree 72

ing their product StronglyAgree 7

Table 15. Interacting with brands' social media help me make decisions better before purchasing

their product
Figure 16. Interacting with brands' social media help me make decisions better before

purchasing their product

The response for “Interacting with brands' social media helps me make decisions better before

purchasing their product” shows that 72% of respondents agree and 7% strongly agree. The rate

of agreement is higher in comparison to the disagreement of 10% showing that the people

interact on the social media pages of the brand aiming to make a better decision before making

the purchase of their desired products.

StronglyDisagree 9

Disagree 7

Neutral 20

Iwouldliketopurchaseagainand again Agree 55

StronglyAgree 9

Table16.To purchase again and again

Figure17.To purchase again and again

The response to “I would like to purchase again and again” shows that 55% of respondents

agree,9%stronglyagree and 20% were neutral. The rate of agreement is higher in comparison to

the disagreement of 16% showing that people like to purchase again and again from the brand

they trust

The analysis of the responses accumulated from the questionnaire shows that the buying

behaviour and decision-making ability of the respondents depend on the digital advertising

trends and practices that are being used by the brands (Rahman, Islam, Esha, Sultana &

Chakravorty, 2018, 25). The customers follow the brands and their favourite influencers for

making their purchase decisions. The satisfaction and loyalty of the customers are maintained

with a positive experience where customers choose to make repeat purchases from the brands

they have purchased earlier (Chang, 2014, 21). The satisfaction level of the customer from one

purchase makes them shop again for the brand. The interaction of customers increases with the

use of social media. Most customers prefer reviewing the feedback of the products on social

media pages to make their purchase decisions (Rita, Oliveira & Farisa, 2019, 17). The brands

which are promoted by influencers are also more acceptable for the customers as the customers

establish trust in the judgment of the influencers.

 Chapter-V

Conclusion And Suggestions

Conclusion

The research shows that a large number of respondents are working women in Patna who are

aware of digital advertising trends. The analysis shows that people actively use social

networking for gaining knowledge about the products and services of the brands (Huete-

Alcocer, 2017, 9). The customers are satisfied with the social network advertising that keeps

them connected with the brand and the influencers. The respondents think that the content

shown on digital networking sites is interesting and enables them to share in- formation with

other people. People can share their opinions about products and services using social media

platforms (Durmaz, 2014,20). The consumption patterns of persons are irrational based on the

recommendation provided and choices are towards bigger products irrespective of their prices.

The customers follow the pages of the brands and don’t prefer too many options that confuse

them. The customers intend to purchase the same brands they have shopped from earlier and like

interacting on the social media pages of the brands (Pham & Ahammad, 2017, 24). This

connection impacts their purchasing decisions making them interested in shopping again.
 Summary and Discussion

The consumer buying behavior and satisfaction levels of the customers are directly linked and

connected with digital advertising trends and patterns. Digital advertising has redefined

traditional advertising as it allows customers to conduct online research before making

purchases (Balakrishnan,Dahnil&Yi,2014,8). The customers have the ease of accessing the

information and making informed choices that have been validated through research. The brands

have realized this change and are opting for strategies that focus heavily on adapting digital

advertising trends. This makes the shopping experience convenient and establishes a comparison

before making the purchase decision (Cohen, Prayag & Moital, 2014, 14). Customer loyalty is

enhanced using digital advertising trends that allow for building transparent relationships with

customers. Digital advertising accumulates feedback from the customers and allows the brand to

conduct word-of-mouth advertising that justifies the positioning of the brands (Xu, Wu & Li,

2020, 11). The shopping experience is curated using modern practices that often result in the

impulse buying of the customers.

Objectives and Results

The assessment of the research and the results that have been accumulated show that consumers

conduct online research for their purchases and make a decision when they are satisfied. The

popularity of the brand increases once a customer has made a successful purchase as most

customers prefer to shop from reliable stores and sources(Eger,Komár- ková, Egerová & Mičík,

2021, 18). This enables the brands to retain their loyal customers by maintaining connections

and keeping customers updated about recent trends and practices. Digital advertising establishes

a source of word-of-mouth advertising where the customers review the feedback of other

customers and make purchases based on those reviews and feedback. The customer gets the time

to explore certain products and make informed choices selecting the best deals for themselves

(Sharma&Lijuan,2015,23). The shopping experience is curated through analysis of preferences

where information matching the interests and demographics of the customers is shared with

them.
The results extracted from the research and findings show that digital advertising plays an active

role in curating the shopping experiences of customers. Online research is used for making

decisions to assist customers in choosing the best options (Dastane,2020,9). Customer loyalty is

amplified through digital advertising experiences as customers prefer shopping from brands they

have purchased earlier. Digital advertising trends are useful for brands as in certain situations the

customers make impulse buying decisions that are beneficial for the brands

(Chen&Lin,2019,10). The appropriate selection of target market and providing the customers

with options that can be availed makes the customers purchase more quantity of products in

search of the best deal (Nguyen,deLeeuw&Dullaert,2018,6). Traditional advertising trends have

limited accessibility to the customers whereas digital advertising has more accessibility to the

customers.

Research Assessment

The research shows that digital advertising has a significant impact on consumer buying

decisions and satisfaction. Customers are allowed to make informed choices through extensive

research while shopping online (Duarte,eSilva& Ferreira, 2018,7). The purchase decisions are

curated from the convenience of the homes which allows customers to review and analyse the

product attributes. Customers can select from a variety of choices that help them make decisions

that benefit their purchases (Sharifi & Esfidani, 2014, 10). The shop- ping experience becomes

personalized through digital advertising and allows customers to establish a new level of

satisfaction. The brands can secure customer loyalty as customers prefer shopping from known

brands rather than exploring new services. A brand can maintain strong connections through

social media networks that allow connecting with customers and prospects (Yamin, 2017, 22).

The posts that are shared on the web educate the customers and keep them aware of the

offerings.

The research evaluates the responses of the people and concludes that the people are aware of

digital advertising trends. People actively use social networking for gaining insights about the

products and services being offered by the brands (Richard&Chebat, 2016,17). The role of
influencers and promotions made on the web are critically important in keeping customers

connected. The goal is to optimize the shopping experiences of the customers and maintain a

connection with them through active social media posts (Grewal, Ahlbom, Beitelspacher, Noble

& Nordfält, 2018, 2). The customers remember the brands and like maintaining an interaction on

the social media pages of the brands. Enhanced interaction with the customer impacts the

purchase decisions of the customers and helps them select from fewer choices (Chung, Song &

Lee, 2017, 9). A large number of choices and deals confuse the customers impacting their

purchase decisions.

Suggestions for Future Research

The analysis of this research shows a strong impact of digital advertising on consumer buying

decisions and the satisfaction of customers. The scope of future research can focus on analysing

the specific role of social media advertising on the purchase decision and evaluating the role of

email advertising on consumer purchasing decisions (De Mooij,2019, 8).

The area of digital advertising is very elaborate and requires conducting research from multiple

alternatives such as analyzing variations of developed and underdeveloped countries. The

popularity of digital advertising is evident in developed countries but there are huge gaps in

underdeveloped countries (Pappas, 2016, 16). Analysing the topic from varying aspects can

provide an assessment of digital advertising and its acceptance in different parts of the world.
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