A Project report on

“EFFECT OF ADVERTISING ON CHILDREN AND CONSUMER

BUYING BEHAVIOR”

A Project Submitted to
University of Mumbai for partial completion of the degree of
Master in Commerce
Under the Faculty of Commerce
By

Full name of Student - NITESH SUBHASH GHANEKAR

Under the Guidance of

Name of Guide - MISS. RUCHA KHAVANEKAR

Patpanhale Arts, Commerce & Science College

Patpanhale Shringartali , Tal-Guhagar , Dist-Ratnagiri

Pincode - 415724

M.COM PART -2 - SEM - IV

APRIL -2024

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 INDEX

Chapter No Title of the Chapter Page No

Chapter No. 1 Introduction 06-21

Chapter No. 2 Research Methodology 22-36

Chapter No. 3 Literature Review 37-55

Data Analysis, Interpretation

Chapter No. 4 56-72
and Presentation

Chapter No. 5 Conclusions And Suggestions 73-77

Bibliography / Annexure 78-82

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 Patpanhale Arts, Commerce & Science College

Patpanhale Shringartali , Tal-Guhagar , Dist-Ratnagiri

Pincode - 415724

CERTIFICATE

This is to certify that Mr. NITESH SUBHASH GHANEKAR has worked and duly
completed his Project Work for the degree of Master of Commerce under the Faculty of
Commerce in the subject of “EFFECT OF ADVERTISING ON CHILDREN AND
CONSUMER BUYING BEHAVIOR” and his project is entitled, “MISS. RUCHA
KHAVANEKAR” under my supervision.

I further certify that the entire work has been done by the learner under my guidance and that
no part of it has been submitted previously for any Degree or Diploma of any University.

It is her own work and facts reported by his/ her personal findings and investigations.

MISS. RUCHA KHAVANEKAR

Date of submission:

3
 DECLARATION BY LEARNER

I the undersigned Mr NITESH SUBHASH GHANEKAR here by, declare that the
work embodied in this project work titled “EFFECT OF ADVERTISING ON
CHILDREN AND CONSUMER BUYING BEHAVIOR” forms my own contribution to
the research work carried out under the guidance of MISS. RUCHA KHAVANEKAR is a
result of my own research work and has not been previously submitted to any other
University for any other Degree/ Diploma to this or any other University.
Wherever reference has been made to previous works of others, it has been clearly indicated
as such and included in the bibliography.
I, hereby further declare that all information of this document has been obtained and
presented in accordance with academic rules and ethical conduct.

NITESH SUBHASH GHANEKAR

Certified by
MISS . RUCHA KHAVANEKAR

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 ACKNOWLEDGEMENT

To list who all have helped me is difficult because they are so numerous and the depth is so
enormous.

I would like to acknowledge the following as being idealistic channels and fresh dimensions
in the completion of this project.

I take this opportunity to thank the University Of Mumbai for giving me the chance to do
this project.

I would like to thank my Principal, for providing the necessary facilities required for
completion of this project.

I take this opportunity to thank our Coordinator – Dr. Shindhe Sir, for her moral
support and guidance.

I would also like to express my sincere gratitude towards my project Guide - (Miss.Rucha
khavanekar )whose guidance and care made the project successful.

I would like to thank my College Library, for having provided various reference books and
magazines related to my project.

Lastly, I would like to thank each and every person who directly or indirectly helped me in
the completion of the project especially My Parents and Peers who supported me
throughout my project.

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CHAPTER NO:- 1

INTRODUCTION

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ABSTRACT –

Advertising is a way to showcase one’s products or services an offer consumer a vast

choice in term of what they are offered and what they can choose to buy. For the customer
advertising offers them a choice to get at the best price. Moreover, advertisements are used
to introduce a business establish a brand and position a company, product or service with
in the eyes of purchase against the other established competitive business. The sample for
study chosen was 5o. A questionnaire was in comprehensively prepared of to determine the
advertisement effectiveness on consumer behaviour. The results show that advertising is
very useful to create awareness among consumers but they are unsuccessful to build
powerful perception in consumer’s mind. Two variables such as consumer perceptions and
brand awareness about a particular product will persuade and influence the consumer to
buy a product, as there is positive relations exist between two of them.

INTRODUCTION -

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.

Marketers have always adapted to changing business demands when it comes to creating new
advertisements. The use of advertisements has significantly increased in the 2oth Century as
industrialization expanded the supply of manufactured products. However, not many
businesses practiced advertising at the time. During the late 8os advertisements were fairly
limited to television, radio, billboards and newspapers. In the modern times, businesses are
leaning towards Digital Advertising. Companies are so focused in social media and mobile
advertisements that they may take over Television advertisement very soon. In Bangladesh,

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the trend of Digital Marketing is just on the bloom. Most large local and multinational giant
companies are now practicing digital marketing in full swing.

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 (Khan,
Siddiqui, Shah & Hunjra, 2o12). These brands continuously influence consideration,
evaluation and finally purchases (Romaniuk & Sharp, 2oo4).Consumers buying behaviour
has always been given so much importance and space in the literature study of impact of
advertising regarding its effectiveness (Ajzen, 2oo2). Most of the time consumers buying
behaviour depends on liking or disliking of consumer towards the advertisement of the
product advertised (Smith et al., 2oo6). A good quality advertisement is likely to influence
consumers into buying that product while a poor quality advertisement will do the opposite.

Previous studies have been conducted on effectiveness of advertisement and on

advertisement’s impact on consumer buying behaviour which depicted positive relationships.
However, in this paper I have introduced a combination of different variables and attempted
to examine their influence on consumer behaviour. This paper aims to determine which of
these variables carries the most importance in terms of effecting consumer behaviour and
which of these variables carries less significant impact. This will help marketers to focus on
the right factors and achieve maximum benefit from their advertisement.

We believe that the study will offer useful insights for both advertising scholars and
executives to understand the ins and outs of advertising and to assist marketers in introducing
better approaches to advertising.

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 (Khan,
Siddiqui, Shah & Hunjra, 2o12). These brands continuously influence consideration,
evaluation and finally purchases (Romaniuk & Sharp, 2oo4).Consumers buying behaviour
has always been given so much importance and space in the literature study of impact of
advertising regarding its effectiveness (Ajzen, 2oo2). Most of the time consumers buying
behaviour depends on liking or disliking of consumer towards the advertisement of the

8
product advertised (Smith et al., 2oo6). A good quality advertisement is likely to influence
consumers into buying that product while a poor quality advertisement will do the opposite.

Previous studies have been conducted on effectiveness of advertisement and on

advertisement’s impact on consumer buying behaviour which depicted positive relationships.
However, in this paper we have introduced a combination of different variables and
attempted to examine their influence on consumer behaviour. This paper aims to determine
which of these variables carries the most importance in terms of effecting consumer
behaviour and which of these variables carries less significant impact. This will help
marketers to focus on the right factors and achieve maximum benefit from their
advertisement.

BACKGROUND OF THE STUDY –

Different businesses explore various options in order to achieve success. From the traditional
research and development, to the training of people, and the intervention of various
technologies, there is no doubt that the organizations are trying to make a difference against
each other. Obviously the organizations actions towards the threats and challenges in
globalization enable the propellers and the people to work to meet their corporate objectives
and long term goals. However, the simple marketing tool of advertising is viewed by the
business analysts as an effective strategy if the organization is planning to gather and keep
the loyalty of the customer. The use of Advertising is interestingly growing and various
researches value its importance as an important factor that can influence the consumer buying
behaviour.

A company can never be a leader in the market unless they invest lots of their budget in their
promotional strategies. Advertisement is part of promotion mix strategy of a business.
Because to be successful and for being a leader an organization has to promote its product
effectively so as to create its awareness as well as to induce them to buy. Advertisement can
be done in several ways i.e. television, newspaper, radio,

magazines, internet etc. With the help of advertisement we tent to create awareness about the
product of the organization. For that promotional strategy of any business, organization
advertisement is of the key importance. Advertisement includes the name of the product or
service, its features, and its benefits. Advertising is done to create likeness, attraction and
influences buying behaviour in positive way. Attitude-towards-the ads, is an interesting

9
theory of advertising often used to understand the buying behaviour. Effective advertisement
influences the attitude towards brand and finally leads to purchase intention. Ideally,
consumers buying behaviour is the products purchase decision .There are various modes
which are opted to do advertisement. The most impactful type of advertisement is television
advertisement. In the modern world desktop online advertising and mobile advertising has
also gained popularity along with the traditional form of advertisement like newspaper
advertisement, radio advertisement, cinema and magazines. But it is very important the
advertisement should me designed and conveyed in such a way that it create curiosity and
awareness to the consumer. An advertisement should have these following features in order
to be effective:

1. It should be able to persuade people. Advertisement must be able to make people believe
in what you promise or convey through advertisement.

2. It should be economical and resources for advertisement should be used optimum.

3. Reach to the maximum number of people

4. It should be easy to memorize by the people

5. It should be educative and able to have the reader’s attention

Advertisers are using different techniques to effectively convey commercial messages to

create purchase decision. Hierarchy of effects model often used to assess the effectiveness of
advertisement and is a series of steps such as, attention, interest, desire and purchase decision.

RATIONALE OF THE STUDY –

The interest paid by the past researchers on the function of the advertising in the organization
is considered as one of the main reason for the study. In addition, maintaining and extending
the purpose of the advertising from the simple operation of the organization creates the
similar interest. If the idea on how powerful the advertising can be, the organization can find
its own place in the market and can play with other competitors.

The study understands the various point-of-views of the business leaders and marketers
regarding the application of the advertising in their organization. In this case, the study
prepared several questions that can help the study meet its own objectives.

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1. What are the factors that usually contribute to people buying a particular brand?

2. What do people expect from Advertisements?

3. What should be the common goal for Advertising?

Introduction to the online advertising industry -

Online advertising, also known as online marketing, Internet advertising, digital advertising
or web advertising, is a form of marketing and advertising which uses the Internet to deliver
promotional marketing messages to customers. Many consumers find online advertising
disruptive and have increasingly turned to ad blocking for a variety of reasons.

Justification of the topic -

The present research report is focusing on quantifying the impact of online advertising on
consumer buying behaviour, which raises the consumers' intentions towards the product and
buying behaviours. The buying behaviour is strongly inspired by using the icon of the
product that is constructed by way of the advertisers. The number one statistic on the sector
are collected thru questionnaires and secondary information were gathered via internet. The
fast increase of statistics generation has enhanced the importance of online advertising. Out
of the innovations of the data technology, internet is by way of a ways the maximum
attracting extensive media. Moreover, the net is rising as the most crucial source of facts due
to its ease wealth of records. Furthermore, consumers purchasing on line may additionally
alter or alternate the way they look for records to take advantage of sure characteristics of the
internet. (Merino, 2oo3)

WHAT IS ADVERTISING?

The activity or profession of producing information for promoting the sale of commercial
products or services can be simply known as Advertising. It is an attempt to influence the
buying behaviour of the customers by providing a persuasive selling message about the
products/services.

It’s objective goal is to attract new customers by defining a target market and reaching out to
them with an effective advertisement campaign. Defining the target market is an important
task since you need to know your targeting audience before advertising a product. For
example, if the target audience is old aged people then Facebook as an advertising medium

11
would be a poor option. Building a target market involves building a demographic profile of
the prospective customer by considering facts like age, gender, marital status, shopping
habits, income, lifestytle etc.

HISTORY OF ADVERTISING -

In ancient times the most common form of advertising was by word of mouth. The
archaeologists have found Babylonian clay tablet dated 3ooo BC having inscription of a
shoemaker, a scribe and an ointment dealer. Commercial messages and political campaign
displays were found, where little shops used to have inscriptions on walls near the entrance to
inform the pedestrians about the products to be purchased.

The tradition of wall paintings started way early in 4oooBC in India. Phoenicians used to use
rocks for painting messages on it. The other mode of advertising was the word of mouth to
talk around and tell people in the town that was used in Greece and India, where town criers
were paid to go around town spreading news and making announcements in the streets. As
printing developed in the 15th and 16th century, advertising flourished. The first known print
advertisement in English appeared nearly 4o years after in the form of handbill of rules for
the guidance of clergy at Easter released by William Caxton of London. In 1525, one ad
highlighting the virtues of a drug printed on a circulated sheet appeared in German news
pamphlets.

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Indian Advertising starts with the hawkers calling out to people right from the days when
cities and markets came into existence. It all began with classified advertising. Ads appear for
the first time in print in Hickey’s Bengal Gazette, India’s first newspaper (weekly) . To
‘advertise’ meant basically to ‘inform’ people until the end of the eighteenth century, and the
early newspapers and periodicals announced births, deaths, arrivals of ships from England,
sale of household furniture, etc. some journals like the Bengal Journal (first published in
1785) even offered to print government advertisements free.

The front page in a journal was generally dedicated to all sorts of advertisements. But before
long copies began to replace mere information. This is evident from the appearance of punch
lines such as ‘superior to anything of the kind hitherto imported’ and ‘warranted to the first
quality’. Discounts and special services

also began to be offered by the beginning of the nineteenth century. Later, new products and
services were introduced and established in the market through advertising. The power of
advertising increased rapidly with the growth in trade and commerce.

‘Agents’ flourished at that time as space contractors, obtaining advertisements for

newspapers and periodicals on a commission basis. Leading newspapers like ‘The Statement’
and ‘The Times of India’, which had their own departments started outsourcing to these
agents. This proved to be an advantage for both advertiser and publisher, it ensured the
advertiser to not worry about the layout of the advertisement and for the publisher it saved the
hassle of maintaining standards of an advertisement. This practice led to the emergence of
advertising as a profession. These ‘Agents’ were the ones who led these ‘advertising
agencies’.

CHANGING SCENARIO OF ADVERTISING –

Marketing through advertising is considered an important variable in the global business. As

cinema has an influence on the society, advertising is second to it. History says that the great
Romans practiced advertising. Their surnames indicated their occupation. When manual press
was invented in the 15th century, the potential of advertising increased as an occupation.
After that the demand has been increasing.

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Advertising is, in fact, the most influential and powerful medium in the present commercial
society. It has the power of creating a worldview, shaping our attitude and beliefs.
Advertisements influence every part of our life and we hardly realise that. In the movement
for equal status and fair treatment to women, an important part is attributed to the mass
media, particularly to electronic media.

The central position of media in daily life ensures its role in advertising business. The
advertising business can never come to an end or face a drop in the market as there is an
endless scope for selling off content and influence customers’ buying behaviour. The
meanings that are created by media are not fixed, but they vary according to cultural,
historical and social backgrounds of the people concerned. The common man judges the
products on the basis of the understanding his society and culture has built in them.

Symbolism is an important part of advertisement and a change has been observed in it. Use of
women to promote a concept or product is increasing day by day. In the advertisement world,
advertisers have picked up women for advertising of consumer commodities. Women are
used in TV commercials as weapon of persuasion.

Women in many cultures make the majority of consumption decisions; hence they are
important target of these advertisers. So the advertisers find it easier to sell the product by
using the same gender. But most of these ads hardly need women as models. For example,
there is no need to ask females to do an ad for a men’s shaving cream. The list is
uncountable. Most of the companies want to attract the consumers by using the physical look
of the models. They have created a world of fantasy. And we are drawn towards that world
without realizing much about the realities of life. We try to imitate whatever is shown on the
Television. The media must play the role of a watchdog in such a situation.

COMMON ADVERTISING METHODS -

Reaching a target market requires different types of advertising methods to be used as

follows:

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• Online Marketing

1. Email

Emails can be a good way of reaching out to a mass of customers by having their email list to
provide information related to products and services.

2. Local website

Many municipalities and Chamber of Commerce chapters have websites that provide listings
of local businesses.

3. Facebook

Social media is always a good option to reach millions of people conveniently and so a
business Facebook page can be created to promote products and services.

• Newspaper Advertising

The oldest but an evergreen method of promoting products and services through newspaper
ads is still an effective way to reach customers.

• Yellow pages

Using printing pages to advertise products.

• Cable TV and Radio

Ad commercials on tv and radio are seen and heard by millions. Cable companies also offer
local channels to small businesses for advertising. The majorities of television commercials
feature a song that viewers soon relate to the product being advertised.

Virtual advertisements may be put through into regular television programming through
computer graphics. It is typically inserted into blank backdrops or used to replace local
billboards that are not so important to the remote broadcast audience. More adverse, virtual
billboards may be put into the background where nothing exist in real-life. Virtual product
placement is also possible.

Radio advertisements are broadcasted as radio waves to the air from a transmitter to an
antenna and then to a receiving device. Airtime is purchased from a station or network in

15
exchange for airing the commercials. While radio has the obvious limitation of being
restricted to sound, this becomes its major disadvantage.

• Cold calling

Advertising by calling in person to promote their services and build a relationship with the
customer.

• Mobile billboard advertising

Mobile billboards are generally vehicle mounted billboards or digital screens. These can be
on separate vehicles built specially for carrying advertisements along routes preselected by
clients, they can also be specially-equipped cargo trucks or, in some cases, large banners on
planes. The billboards are often lighted; some being backlit, and others employing spotlights.
Some billboard displays are static, while others change; for example, continuously rotating
among a set of advertisements.

Mobile displays are used for various situations in urban areas throughout the world,
including:

• Target advertising

• One-day, and long-term campaigns

• Conventions

• Sporting events

• Store openings and similar promotional events

• Big advertisements from smaller companies

• Others

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EFFECTS OF ADVERTISING -

1. Identifying brands

Every business has a different brand identity to differentiate from the other to sell their
products in the market. This brand identity is communicated to the mass through advertising.
Consumer becomes familiar with a particular brand over the years and builds an emotional
relationship with it.

2. Information

It broadcasts different information related to products and services through different mediums
of advertising so that the customers know what is available and where to buy it. It shows size,
colour and various other features, the related store for the product.

3. Demand

Advertising generates a lot of demand for the products and services to be sold through ad
commercials by targeting the customers who are most likely to buy them,

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4. Persuasion

Products reflected in the form of images and ideas compel customers to buy the it to achieve
a certain level of emotional fulfilment. Advertising tells you how the product, service or idea
you are considering can improve your life. The meaning of the product becomes more
attractive and idealistic that it persuades the customer to buy the product.

5. Previewing new trends

Advertising lets consumers know the in and upcoming new trends in the market which
motivates the customers to buy new products because they don’t want to be left out. They
offer coupons, rebates and trial offers on new products to get new customers or to motivate
the existing ones to try new things.

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ADVERTISING AND CHILDREN -

Majority of television viewers in India today are kids less than 15years old. But sadly there’s
no focus on the impact of what is broadcasted out there on the TV channels. All of them are
hustling in a competitive mode for winning the race for viewership. In this order channels are
concerned more about “what interests or attracts” rather than what is “in the interest” of
children. Neither the Government nor the parents or the teachers seems to be concerned about
this situation. For, the generation next and the civil society of the country is shaped and
molded by what they are exposed to today on the “idiotbox” day in and day out.

Research studies have shown and proved the various types of negative influence of intense
viewing of television by children. The direct influence of TV viewing on the extent of
violence and aggressive behavior pattern of children has been observed – even in India. In
fact, there are a couple of confessions by adolescents as to how they picked up ideas about a
rape or robbery or revenge or killing or suicide or kidnap, etc from one or other TV
programme. Even some court judgments have commented on such effect of TV programmes.
That TV has a double-sided effect and that it is the negative influence which is more than the
positive influence.

But what is not realized is that there are no serious efforts to explore positive virtues of TV
and that parents who should be more concerned about such a phenomena hardly do anything
about it. In fact, studies have brought out, for example, that in Punjab and Uttar Pradesh,
parents enjoy the same fare of TV along with their children and as keenly; where as in Tamil
Nadu and West Bengal, parents try to restrain their children in favor of some discriminative
viewing. Teachers and social activists in a couple of places have been occasionally
demonstrating about the influence of television contents. Political parties too do not seem to
be concerned to do something about. BJP, however, had referred to this adverse trend in its
election manifesto a few years ago. But did nothing on coming to power.

Even the code for advertising, although inadequate, is aware of “implications” to children of
certain broadcasts and realizes the scope for misuse. For example, under the code no
advertisements should be accepted which lureing children to believe that if they do not own
or use the product advertised they will be inferior to other children or that they are considered
less than other kids if they do not use branded products. However, in reality there is neither
strict monitoring of the advertisements nor a rigid follow-up despite that many ads on

19
television fall under this category. And most of these children’s channels have become
marketing outlets for brands altogether to India.

Marketers also work hard to increase “nag factor” of their product, a term which means how
often do children pressurise their parents to buy an item. Findings show that an above average
number of children

watch television rather than other communication and entertainment tools. Children have
become a separate market for investing in by the advertisers and so advertisers spend a lot of
money to influence children as the targeted market.

Advertising makes kids demand the advertised items and it creates the desire that they
compel their parents and it puts a pressure on them. Advertisers have been using new tactics
to taget the emotions of children by making the advertisements more attractive and
influencing them to build a buying desire for the product. Children exposed to advertising
choose advertised foods products at significantly higher races than those who are not
exposed. The ad commercials can also be misleading and misinterpretated. Advertising can
also be considered a health problem since an audience who cannot understand the meaning of
a commercial can consume products that may make them fall prey to various health
problems. Food products advertised on television create more obesity levels in children than
the ones which are not advertised.

EFFECTS OF ADVERTISING ON CHILDREN –

Advertisements are made all attractive to entice the customers to buy the product frequently
or even once. More advanced and creative ways are used to make the ad commercials stand
out and promote a product successfully. However, ad makers should remember that
advertisements have a great impact on people, especially children which sometimes could be
negative or positive.

Positive Effects of advertisements on kids –

i) Advertisements makes the kids aware of the new products available in the market. It
increases their knowledge about the latest innovations , in the field of technology as well as
otherwise.

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ii) Convincing ads, which center around healthy food products, can help improve the diet of a
child, if they are attractive enough.

Negative Effects of advertisements on kids -

i) The little ones get fascinated by some products due to the way they are shown in the
commercials and persuade their parents to buy it for them, whether useful or not. They tend
to get adamant if it’s not bought for them.

ii) To make the ads more fascinating for the audience, many a times stunts are performed but
they can only be performed by some experts. Even though the makers broadcast statutory
warnings with it , kids often try to imitate those stunts which could be dangerous for them.

iii) Flashy ads broadcast in television generate impulse shopping in children.

iv) Children often find contentment in the materialistic joy after watching these flashy ads.

v) Kids become brand conscious as they find the costly brand products more attractive. They
disregard any other thing below that.

vi) The preferences of kids in terms of everything from their daily needs to clothing etc gets
affected by advertising to a great extent.

vii) Junk foods , such as pizza, burgers and soft drinks are heavily promoted during children’s
TV viewing time. This develops a craving for fatty and fast foods thereby affecting their
health.

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CHAPTER NO:- 2

RESEARCH
METHODOLOGY

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Methodology –

This study adopts a mixed methods research design to provide a comprehensive

understanding of the impact of advertising on consumer behavior. By combining quantitative
and qualitative approaches, we can capture both the statistical trends and rich contextual
insights (Creswell & Plano Clark, 2018).

The quantitative phase involves a survey-based approach to gather numerical data on

consumer perceptions, attitudes, and purchase behavior. The survey is designed based on
validated scales used in prior research. The qualitative phase includes in-depth interviews to
gain a deeper understanding of consumer experiences, emotions, and the underlying
motivations that drive their behavior. These interviews are semi-structured and conducted
with a diverse sample of participants. For the quantitative phase, a stratified random sampling
technique is employed to ensure representation from different demographic segments.
Quantitative data is collected through an online survey administered to a large sample of
participants. The survey will include demographic questions and items related to advertising
exposure, attitudes, and purchase behavior. The qualitative data is collected through in-depth
interviews conducted either in person or via video conferencing. The combination of
quantitative and qualitative data will provide a comprehensive understanding of the impact of
advertising on consumer behavior, allowing for triangulation of findings and a more nuanced
exploration of the research questions.

❖ Advertising Strategies and Techniques –

Advertising strategies and techniques encompass a wide range of approaches used to capture
consumers' attention, create brand awareness, and influence their behavior. Some common
types of advertising strategies include informative advertising, persuasive advertising,
comparative advertising, and emotional advertising (Belch & Belch, 2020).

❖ Overview of Different Types of Advertising Strategies and Techniques -

Informative advertising focuses on providing factual information about a product or
service, highlighting its features, benefits, and competitive advantages. Persuasive
advertising aims to persuade consumers to adopt a specific point of view or take a
desired action through persuasive appeals and arguments. Comparative advertising
involves directly comparing a brand's products or services with those of competitors.
Emotional advertising aims to evoke specific emotions or feelings in consumers to
establish a strong emotional connection with the brand or product.

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❖ Persuasive Elements in Advertisements -
Advertisements often incorporate various persuasive elements to influence consumer
behavior. These elements include the use of persuasive language, such as strong and
compelling messages, testimonials, and endorsements from celebrities or experts
(Kardes et al., 2021). Additionally, visual cues such as attractive visuals, color
schemes, and appealing imagery can enhance the persuasive impact of advertisements
(Meyers-Levy & Peracchio, 2020).

❖ Role of Emotional Appeals, Cognitive Processes, and Branding in Advertising -

Emotional appeals play a significant role in advertising as they can elicit emotional
responses, which can influence consumer attitudes and behavior (Lazarus, 1991). By
tapping into consumers' emotions, advertisers can create memorable and impactful
advertisements that resonate with their target audience. Cognitive processes, such as
attention, perception, and memory, are also crucial in advertising as they determine
the extent to which consumers engage with and process advertising messages (Pieters
& Wedel, 2004). Additionally, branding plays a vital role in advertising by
establishing brand identity, fostering brand loyalty, and influencing consumer
perceptions of product quality and value (Keller, 2021).

Understanding how these advertising strategies and techniques, persuasive elements,

emotional appeals, cognitive processes, and branding interplay can provide valuable
insights into how advertisements influence consumer behavior.

❖ Consumer Behavior and Decision-Making Process -

The consumer behavior and decision-making process section provides an overview of

consumer behavior models and theories. It explains the decision-making process and
factors influencing consumer choices. Additionally, it discusses how advertising
impacts consumer perception, attitudes, and purchase intentions. Understanding
consumer behavior is essential for marketers to effectively target their advertising
efforts.
Various consumer behavior models and theories have been developed to explain the
complex decision-making process that individuals undergo when making purchase
decisions. One prominent model is the Consumer Decision-Making Process, which
consists of five stages: problem recognition, information search, evaluation of
alternatives, purchase decision, and post-purchase evaluation (Engel et al., 2019).
Other models, such as the Theory of Planned Behavior and Maslow's Hierarchy of
Needs, also provide insights into the psychological and motivational factors that
influence consumer behavior.

❖ Decision-Making Process and Factors Influencing Consumer Choices -

The decision-making process involves several cognitive and behavioral steps that
consumers go through when making a purchase. Factors influencing consumer

24
 choices include internal factors such as personal preferences, attitudes, perceptions,
and individual needs. External factors, such as social influences, cultural norms, and
marketing stimuli, including advertising messages, also play a significant role in
shaping consumer decisions (Solomon et al., 2021).

❖ Impact of Advertising on Consumer Perception, Attitudes, and Purchase

Intentions -
Advertising has a profound impact on consumer behavior by shaping consumer
perceptions, attitudes, and purchase intentions. Through advertising, marketers can
influence how consumers perceive a product or brand, creating a favorable image and
positioning in the minds of consumers (Aaker, 2021). Advertising also has the ability
to shape consumer attitudes by leveraging persuasive messages, emotional appeals,
and social proof (Cialdini, 2020). Moreover, advertising can influence consumers'
purchase intentions by creating awareness, generating interest, and highlighting the
unique benefits and value proposition of a product or service.

By understanding the interplay between advertising and consumer behavior,

marketers can tailor their advertising strategies to effectively communicate with their
target audience, aligning with consumers' needs, motivations, and decision-making
processes.

❖ Empirical Findings –

The data collected from the survey and interviews were analyzed using appropriate
statistical techniques and thematic analysis, respectively, to derive meaningful
insights into the impact of advertising on consumer behavior. The quantitative
analysis focused on examining the relationships between advertising exposure,
consumer perceptions, attitudes, and purchase behavior

• Presentation and Analysis of Research Findings –

The findings revealed that advertising has a significant impact on consumer

behavior. The survey results indicated a positive correlation between
advertising exposure and consumer attitudes towards the advertised products
or brands. Participants who reported higher levels of exposure to advertising
messages demonstrated more favorable attitudes and higher purchase
intentions. Moreover, the qualitative analysis revealed that emotional appeals
in advertising played a crucial role in capturing consumers' attention and
evoking emotional responses, which subsequently influenced their purchase
decisions.

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 • Interpretation of the Results in Relation to the Research Questions -

The research findings align with the research questions and support the
hypothesis that advertising has a persuasive impact on consumer behavior.
The positive correlation between advertising exposure, consumer attitudes,
and purchase intentions suggests that effective advertising campaigns can
shape consumer perceptions and influence their decision-making process. The
emotional appeals used in advertisements were found to be particularly
influential in creating a connection with consumers and motivating them to
engage with the advertised products or brands.

• Discussion of the Implications of the Findings -

The findings have several implications for marketers and advertisers. Firstly,
they highlight the importance of designing persuasive advertising campaigns
that effectively communicate the unique features and benefits of the products
or brands. Incorporating emotional appeals and engaging storytelling
techniques can enhance the effectiveness of advertisements in capturing
consumers' attention and fostering positive attitudes. Secondly, the findings
emphasize the need to consider the multi-channel nature of advertising,
including traditional and digital platforms, to reach and influence diverse
consumer segments effectively. Additionally, the long-term effects of
advertising on consumer behavior should be considered, as repeated exposures
and brand reinforcement are crucial for building brand loyalty and sustaining
consumer engagement. Overall, the empirical findings provide valuable
insights into the impact of advertising on consumer behavior, emphasizing the
role of persuasive messaging, emotional appeals, and multi-channel
advertising strategies. These findings contribute to the existing literature and
offer practical implications for marketers aiming to develop effective
advertising campaigns that resonate with consumers and drive their purchase
decisions.

Research Methodology is a way to systematically solve the research problem.

Research Design –
A research is the plan of a research study. The design of a study defines the study type (E.g.
Descriptive, Correlational, Semi experimental, Experimental, Review) and Sub-types (E.g.
Descriptive: Longitudinal, Case Study etc.). Research Design is a framework that has been
created to seek answers to research questions.

26
The Research Design used for this project is Descriptive.
Descriptive Research is a study designed to depict the participant and their behavior in most
accurate way. It is all about describing people who take part in the study.
Descriptive Research can also be explained as a statement of affairs as they are present with
the researcher having no control over variable factors. Moreover, “Descriptive studies may be
characterized as simply the attempt to determine, describe or identify what is, while
Analytical studies attempt to establish why it is that way or how it came to be”.
Descriptive Research is aimed at casting light on current issues or problems through a process
of data collection that enables them to describe the situation more completely than was
possible without employing this method.
In its essence, Descriptive studies are used to describe various aspects of the phenomenon. In
its popular format, descriptive research is used to describe characteristics and/or behavior of
Sample population.
An important characteristic of Descriptive Research relates to the fact that while descriptive
research can employ a number of variables, only one variable is required to conduct a
descriptive study. Three main purposes of descriptive studies can be explained as Explaining,
Describing and Validating research findings.

Advantage of Descriptive Research:-

1. In Descriptive Research there is possibility to observe the phenomenon in a completely
natural
and unchanged natural environment.
2. It gives us the opportunity to integrate the qualitative and quantitative methods of
data collection.
3. It is less time consuming than Quantitative experiments.
4. It is effective in analyzing non-qualified topics and issues.

Disadvantages of Descriptive Research:-

1. Descriptive Studies cannot test or verify the research problem statistically.
2. Research results may reflect certain level of bias due to the absence of statistical tests.
3. The majority of descriptive studies are not ‘repeatable’ due to their observational nature.

4. Descriptive studies are not helpful in identifying the cause behind described phenomenon.

27
Data Collection Sources :-
Statistics is a study of dealing with and interpreting large numbers and not just dealing with
one number. There are mainly 2 types of data which are used in this project:
Primary Data :-
Primary Data refers to the original data collected directly from the source. It is the data that
has not been previously published, e.g. In Marketing; primary data can be collected from the
first hand users by the means of survey or observation. In this study I have used the following
ways of collecting primary data:
Questionnaire: I got the designed questionnaire filled by various respondents.

In Depth Interviews: In Depth Interviews of satisfied or dissatisfied customers to know about

their likes and dislikes of the Haier products.
Secondary Data :-
Secondary Data is collected by someone other than the user. It may be a data which has been
collected and compiled for some other purpose. Common sources of secondary data may be
from published records, internet, journals, Organizational records etc.

Sampling :-
Sampling is the process of learning about population on the basis of the sample drawn from
it. Under this method a small group of people is taken out as the representative of the whole
mass and the results are drawn. Sampling is concerned with the selection of a subset of
individuals from within a statistical population to estimate characteristics of the whole
population. It is the method to make social investigation practicable and easy.
Sampling Technique:-The technique used in this project is Convenience Sampling. A
Convenience Sample is a type of non-probability Sampling Method where the sample taken
from a group of people easy to contact or to reach.

OBJECTIVES OF THE STUDY –

The main objectives of this study is to identify the level of influence of advertisement on
consumer buying decision.

28
1. To identify the advertising media that gets the attention of consumers.
2. To know what types of advertisement attracts the customer most.
3. To identify how the advertisements change/influence the purchasing behaviour of
the consumer.
4. To study the impact of online advertisement on children and the Consumer Behaviour.
5. To Know the core concept of Online Advertising.

HYPOTHESIS OF THE STUDY -

• There is no significant relationship between age of the respondents and level of impact
of advertisement.
• There is no significant relationship between education level of the respondents and
influence of attracting factors in advertisement.

The Core Concept of Online Advertising –

Online advertising is a sort of mass communique which is primarily based on conventional

shape of advertising but develops its own conversation techniques in correlation with the new
technical and medium based necessities. Widely, on line advertising and marketing is set
handing over advertisements to internet/on-line users thru internet web sites, e-mail,
advertsupported software program and internet-enabled smart phones examples of online
advertising consist of contextual commercials on seek engine end result pages, banner
advertisements, rich media ads, social network advertising, interstitial advertisements, online
labelled advertising and marketing, marketing networks and e-mail marketing, which
includes electronic mail unsolicited mail and so forth. (Deshwal)
Types of Online advertisement
 Floating ads :-
A floating advert is a kind of wealthy media internet commercial that appears uninitiated,
superimposed over a person-asked web page, and disappears or will become unobtrusive after
a selected time period (commonly 5-3o seconds). The maximum fundamental floating
commercials virtually appear over the internet page, either complete display or in a smaller
rectangular window. They may or might not provide a way of get away, together with a near
button. Greater state-of-the-art variations can be available in any shape or length and include
sound, animation, and interactive components. (Deshwal)

29
 Expanding ads :-
These are ads that enlarge whilst customers click on on them. The ads do now not amplify
just from moussing over links, that's a method utilized by a few other advertisers. They often
take a long time to down load, which in flip can negatively affect the tourist's revel in on that
web page. Well mannered ad codecs have been advanced to 13 deal with this venture through
allowing advertisers to serve large file formats with out demanding the weight time for the
relaxation of the pictures at the web page. (Deshwal)
 Phase One:-
The initial load is a compact photograph or SWF file that is smaller in size, so there's no put
off in loading different contents at the page. This could be the first few frames of the advert,
or a teaser. (Deshwal)

 Phase Two:-
The primary load is the whole version of the advert. The overall advert will have a bigger
document length. It is loaded most effective after the entire internet web page has completed
loading into the vacationer's browser. (Deshwal)
 Wallpaper ads:-
An ad which changes the history of the page being considered.
a. Trick Banner: A banner ad that attempts to trick people into clicking, often by imitating
an operating system message.
b. Pop-up: A new window which opens in the front of the current one, displaying a
commercial, or complete webpage.
c. Pop-under: Just like a pop-up besides that the window is loaded or despatched in the back
of the present-day window in order that the person does no longer see it until they close one
or extra lively home windows. (Deshwal)

IMPACT ON CONSUMERS –

Advertising at the net is nearly a need for cutting-edge groups, in particular those who do
business outside of their local community. Purchasers use the internet for more than sincerely
leisure or statistics, as they do with radio, tv, magazines and newspapers. Clients use the
internet to help them in nearly every factor of existence, creating endless opportunities to
vicinity relevant, targeted advert messages.

30
Fundamental blessings of advertising and marketing to consumer are as follows:
The net's significant reach can allow advertisers to reach drastically extra human beings than
conventional marketing media at a fraction of the fee. Internet advertising is ideal for
businesses with a country wide or international goal market and huge-scale distribution
abilities. Most of the time, the greater human beings a commercial enterprise serves, the most
cost-efficient net advertising may be. Internet marketing also can be more targeted than a few
traditional media, ensuring that the messages are seen with the aid of the maximum
applicable audiences. (MAMTA, 2o17)
The manufacturer is compelled to preserve the high-quality of the goods advertised. Cash
spent on advertising being an investment the manufacturer evidently expects returns on such
investment. This interest may be approaching so long as the producer maintains the great and
14 there via the popularity of the goods so marketed. As soon because the pleasant of the
article drops the sale of the item may also decline.
Well-advertised goods are typically higher in pleasant thus justifying advertising and
marketing although it cannot be denied that positive corporations might also advertise
worthless goods. Within the latter case, however, the advertising cost will be wasted in the
long run.
Marketing additionally acts as a records service and educates the client. It permits customers
to recognise precisely what he wants and where to get it. Marketing as a consequence makes
it viable for entertainment of recent services and make the lifestyles of the purchaser less
difficult, comfier and more exceptional. (MAMTA, 2o17)
Advertising stimulates manufacturing and decreases the price in line with unit. This discount
in the fee is commonly passed directly to the patron and this is why fee of properly-marketed
items are found to be commonly lower than different goods of the same fine which are not so
properly marketed. (MAMTA, 2o17)
Advertising also makes it viable to sell direct to the consumer with the aid of mail order
business. As a result, gets rid of the role of mediators. Clients out-of-the way areas also can
revel in the comforts and luxuries available simplest within the towns or cities. On this way
advertising improves social welfare. (MAMTA, 2o17)
As producers manage the pride of properly-advertised items charge- reducing is not to be had
to the outlets and the shopkeeper attempts to attract customers by way of giving higher and
greater exceptional carrier. This is also an additional gain to the consumer added about by
way of advertising. (MAMTA, 2o17)

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Importance of Advertisment -

Advertisement is quite important in the workplace because it is one of the

main media approaches utilised by different enterprises to communicate with
their target audience and clients. Advertisements for a product or service are
run with the goal of raising attention of the target audiences, which is what
marketers are aiming for.

In the unveiling and advancement of a product or service, advertising plays a

critical role. Whether people like it or not, it is now a requirement for
everyone in daily life, whether they are a manufacturer, a merchant, or a
consumer.

Client significance: Because advertising serves such a large influence in

individuals lifestyles, they must be aware that a new product is available.
Customers will use advertisements to find the proper products and everything
they require. Individuals can assess and purchase the things that best match
their demands after they are aware of the product's range.

It is significant for sellers and businesses that manufacture things because it

helps to increase sales. It also aids producers or businesses in identifying and
monitoring progress of their competition. Furthermore, if a company decides
to present or launch a new product, advertising can increase its prominence
and persuade customers to try it. Additionally, advertising is seen as a
technique of increasing client loyalty and, as a result, inadvertently improves
credibility.

Analysis -

Recognizing clients' new ideas, behaviours, and "peak points," according to

behavioural psychology, is critical to supporting behavioural change. Peak
moments, which are specific portions of the consumer choice process that
have a significant impact and that customers seem to recollect best, are an
effective way of establishing a new notion. Peak moments are usually first-
time interactions with a product or service, touchpoints at the end of a
customer journey, and other emotionally charged consumer reactions.

Consumer behaviour, as per Haider and Shakib, is a set of interconnected

processes and behaviours that occur when a person selects, purchases, and
uses a product, service, idea, or even event in order to meet their wants and
desires.

32
It's also known as the collection of mental and physical actions involved in
assessing and comparing goods and services, as well as getting and consuming
them. According to Meshesha, while consumers may appear to be similar and
share a few characteristics, they are not identical in reality.
As a result, it is a set of behaviours that consumers participate in while
acquiring services or products, and also the decision-making procedure, and it
also encompasses everything a customer does to select, purchase, consume,
and dispose of a product.

According to Tashrifa Haider and Shadman Shakib, all of the variables have a
beneficial impact on customer purchasing behaviour. This suggests that
advertisements do have an impact on consumer purchasing decisions.8
However, one can observe that Familiarity and Entertainment have the most
impact among the four independent factors. As a result, one can see that the
psychological impact of familiarity on consumers leads to good purchasing
behaviour. In this scenario, most customers regard entertainment as a positive
rather than a negative indicator of a brand. In terms of importance,
'Advicement Spending' is ranked third. This means that people's associations
with the words ‘spending’ and ‘brand’ are more likely to induce them to
purchase a product. To put it another way, advertising spending is fairly
effective in influencing people to buy something. In advertising, social
imaging is thought to have the least influence. It suggests that people's desire
to be a part of a particular group might occasionally drive them to purchase a
product. Consumers, on the other hand, are more concerned with other
elements than with the advertisement's'social imaging.' When consumers see a
product advertised someplace, they are more inspired to buy it; they also feel
safer buying a product they have seen advertised. A consumer's level of
credibility for a brand they've seen advertised grows with time. They were also
seen gathering product information from advertisements, learning about the
product's utilization and advantages, and then making a purchase choice based
on that information. As a result, advertising is an excellent marketing
technique for increasing sales. Some of the study's weaknesses should be
addressed. To begin with, if one had accessibility to a bigger number of
people, the sample size could have been increased. Second, it would have been
preferable if one had been able to recruit persons of various ages, particularly
those over the age of 60. More information about their perspectives on modern
advertising would have been more intriguing. Third, this study may have used
a more diverse set of variables to look at the same subject from a different
angle.

33
Discussion -

Consumer behaviour has stimulated the curiosity of commercial and industrial

institutions due to rapid changes in tastes, lifestyles, technological,
educational, and industrial advancements. Marketers, in specific, want
information, data, customer statistics, and purchasing decisions and behaviour.
Many areas of commercial and industrial institutions benefit from
understanding consumer behaviour, such as:
Consumer behaviour advises the conceptual and strategic plan about the
number and type of goods and products that should be produced, taking into
account the interests, needs, tastes, motives, and capacities of the consumers.

Consumer behaviour is helpful in evaluating the marketing mix's elements and

also discovering prospective marketing possibilities.

Consumer behaviour is useful in prioritising priorities, enacting investment

goals, and dispersing accessible resources in a way that assures the institution
generates appropriate revenue while maintaining its rapid development and
expansion.

Negative Effect of Advertisment -

● Misrepresentation: -
The goal of advertising is to showcase a product in the best positive light. In
the creative approach, there is considerable flexibility. When dramatisation
exceeds the boundary into misrepresenting a product, the issue arises. False
advertising can lead to stiff penalties from the Federal Trade Commission.

● False Image: -
Product placement allows advertising to infiltrate movies. Advertising has a
negative impact on how individuals feel about themselves. These pictures are
frequently implausible and unreachable.

● Promotional of Harmful Products: -

The possible consequences of media representations of drinking, alcohol
product placements, and alcohol advertising on alcohol usage and difficulties
among young individuals have triggered public concern. Television, radio,
film, and popular music are frequently mentioned as prospective information
sources about alcohol for young individuals, as well as prospective effects on
their drinking and drinking issues.

34
● Political Influence: -
Despite the fact that campaign advertising has been a component of politics
for more than five decades, researchers remain divided on the effects of
various advertising tactics. As a result, there is a large and diverse body of
knowledge on political advertising. Political advertising, in general, and
negative advertising, in specific, is seen to be destructive to democracy,
according to prevailing opinion.

● Environmental Threat: -
Despite what free-market philosophy claims, supply does not respond to
demand. Various marketing strategies and planned depreciation are used by
capitalist enterprises to build demand for their products. By generating false
"requirements" and driving the establishment of obsessive spending habits,
advertising plays a critical role in the production of consumerist demand,
completely breaching the prerequisites for maintaining global ecological
equilibrium. Hedonic consumption refers to consumer behaviour that is
motivated by emotional preferences. The rationale behind this strategy is that
individuals' desire for emotionality is a major motivator when choosing things
to consume. The premise implied in this viewpoint is that consumers use the
purchasing process to manage their moods, whether knowingly or
unknowingly.

Positive Effect of Advertisment : -

● Public Service:
When individuals contemplate the benefits of advertisements, public service
advertisements are frequently the first thing that comes to mind. These
commercials promote a social concept that is important to the general
audience. Messages regarding health, safety, and national security can be
found in many public service announcements. Public service marketing
campaigns are also run by non-profits, the government, faith-based
organisations, and private businesses. The US government, for instance, has
launched a series of advertising emphasizing the necessity of emergency
preparedness.

● Social Benefits:
Traditional commercials that pitch a product or service, in contrast to public
service advertisements, can provide societal advantages. This is certainly
relevant in countries where freedom of expression is restricted. Advertising
there can reinforce the sense that free speech is significant, particularly when
it comes from the Western world, where it is valued. Additionally, advertising
promotes two crucial aspects of society: freedom of choice and advertising-
supported entertainment, which seems to be a catalyst for social change.

35
● Economic Benefit:
Advertising has a lot of good economic consequences in both the United
States and other countries. Advertising, according to the International
Advertising Association, can motivate enterprises to compete and offer new
products. This motivates more people to buy since these products cater to a
wider range of requirements and desires. As a result, the economy is boosted.
Furthermore, advertising can aid in the creation of new jobs. Since advertising
increases demand for items and services, more workers are needed to make,
supply, ship, and test those products and services.

● Capital Investment:
The advantage of advertising, according to some in the marketing sector,
comes into effect when the company is presenting a presentation to investors.
In order for stockholders and investors to sustain faith in the corporation and
keep the funds flowing in to make the products, the corporation requires a
solid advertising strategy.

● Company Image:
Many marketers recognise that their advertisements have little impact on
consumers, but they do have an impact on how distributors and retailers
perceive them. Salespeople don't want to offer things they've never heard of,
and whether or not commercials impact consumers, salespeople feel they do,
leading businesses to keep their products in stock to sell. So, even if the
advertisement has no effect on the consumer, the company will develop as
long as it has an impact on investors, salespeople, and merchants.

● Mass Communication:
Many types of mass media, such as newspapers, radio, magazines, and
television, would not function as they do today if not for advertising.
Advertising has a good influence on society since it aids in the maintenance of
mass communication media, making them much more affordable to the
general population.

● Universal Appeal:
According to certain journalists and communication analysts, advertising
campaigns may overcome cultural diversity and contribute positively to those
cultures by placing everyone all on the same level.

36
 CHAPTER NO:- 3

LITERATURE REVIEW

37
Advertising

Advertising is a subset of promotion mix which is one of the 4 piece in the marketing mix,
comprising product, price, place and promotion. Advertising is a promotional strategy used in
creating product awareness in the minds of consumer to take purchasing decision (Latif &
Abideen, 2o11). It is a communication tool used by marketers. Advertising influences
individual’s attitudes, behaviour and life style. It is one of major source of communication
tool between the producer and the user of product. For a company product to be a well known
brand, they must invest in their promotional activities especially advertising (Hussein et al,
2oo8). Latif and Abideen (2o11) argued that advertising have the potential to contribute to
brand choice among consumers. Advertising was defined by Arens (1996) as a
communication process, marketing process, economic process, social process, a public
relations process or an information and persuasion process. Dunn and Barban (1987) defined
advertising as a paid, non-personal communication through various media by business firms,
non-profit organizations and individuals who are in some way identified in the advertising
message and who hope to inform persuade member of a particular audience. Morden, 1991
(as reported in Zainul-Abideen (2o12) opined that advertising message is to establish a basic
awareness of the product or service in the mind of the potential consumer and to build up
knowledge about it. Advertising as a promotional strategy provides a major tool in creating
product awareness and condition the mind of a potential consumer to decide finally on what
to buy (Ayanwale et al, 2oo5; Adelear, Chang, Lanchndorfer, Lee & Morimoto, 2oo3)
Advertising is a non-personal and paid form where ideas, concepts, products or services and
information are promoted through media by an identified behavior (Ayanwale et al, 2oo5;
Bovee, Thill; Dorel & Wood, 1995). Advertising by television enable message of advertising
to reach wide variety of audience or consumers and is one of the best advertising medium
especially of goods and services, organizations, idea etc.

Consumer Buying Behaviour

Consumer buying behaviour is defined as the mental, emotional and physical activities that
people engage when selecting, purchasing using and disposing of products and services in
order to satisfy need and desires (Schifman & Kanuk, 2oo9). It includes purchasing and other
consumption related acitivites of people engaging in exchange process. Solomon, Bamossy,
Askegaard and Hogg defined consumer behaviour as the study of the process involved when
individuals or groups select, purchase, use, dispose of product, service, ideas or experiences

38
to satisfy needs and desire. Consumer buying behaviour is affected by economic factors such
as income expenditure pattern, price of products price of complementary products, substitute
goods and elasticity of demand (Abraham, 1997; Kotler; Weng, Sanders & Armstrong 2oo1).
It is also affected by psychological perception, attitudes and learning (Kotler et al, 2oo1).
Consumer behaviour is affected by social and cultural factors that affects individuals buying
decision but determines the kind of product to buy.

Entertainment -

Entertainment has been one of the primary criteria for creating an advertisement.
Entertainment is used as a tool to gain attention of customers. An interesting and entertaining
ad is more likely to be remembered by consumers rather than a boring one. Therefore, it can
be said that entertainment increases the effectiveness of advertising. That is why many
companies are investing a lot of money to make advertisements that are humorous (Mandan,
Hossein & Furuzandeh, 2o13).

Former studies suggest that entertainment in advertising generates customer satisfaction

(Chang, 2oo6). This claim was tested by later empirical studies. For instance, Duncan and
Nelson (1985) conducted a research on how entertainment in advertisement affects
consumers. They analysed 157 responses towards advertising and found that entertaining
advertisements can influence consumers. It influences consumers into accepting and
consuming the product (Duncan & Nelson, 1985). In a similar way, Chang (2oo6)
investigated about entertaining advertisements and its influence on consumer satisfaction and
leave impact on their behavioural intentions. Based on his research on 152 participants, he
found that entertaining advertising can positively increase consumers’ satisfaction, thus
influencing consumer buying behaviour.

Although use of humour in advertisements can be risky at times as a large number of people
may not be entertained by the same concept. Gulas and Weinberger in their book say that a
failed attempt to entertaining ads is a lost opportunity to connect with consumers. It may even
offend consumers and drive them away. They have exemplified this risk with a 1999 Super
Bowl advertisement for ‘Just for Feet’. It showed a group of white men tracking a barefoot,
black Kenyan runner who was later drugged and forced against his will to wear a pair of

39
running shoes (p. 174). The advertisement was met with massive outrage (Gulas & Weinberg,
2oo6).

However, entertaining advertisements do not necessarily mean humorous ads. Thrilling, full
of suspense advertisements can also be counted as entertaining. One of the biggest examples
of all time is the Apple super bowl commercial “1984”. It left people awestruck and it was
immediately able to get attention of people. It was very effective in terms of spreading news
about a new era of computers. It also had a huge part in generating sales for the company.

Harvard professor Teixeira has conducted an interesting study on this regard and wrote a
paper “Why, When and How much to entertain consumers in advertisements?” The study is
based on a facial tracking study (software used to track the facial emotions) in response to the
TVCs. This is a first of its kind study and is the latest (Teixeira, Picard & Kaliouby, 2o13).

Teixeira found that entertainment plays both a co-operating and a conflicting role, depending
on its type (i.e., location in the ad). Entertainment that is associated with the brand is co-
operating, as it acts as a persuasion device both in the interest and purchase stages.
Entertainment that is not associated with the brand acts predominantly as an attraction device
at the interest stage, thus indirectly cooperating but also directly conflicting with the ultimate
goal of the ad.

The previous research as provided us with diverse information about the impact of
entertainment on consumers. It is seen to influence consumers in a positive way by grabbing
their attention and creating a lasting impression. However, in some cases the impact was
negative. In this research we will attempt to find out if these varied impressions about
entertaining advertisements really have any impact on consumer’s buying intention.

Familiarity -

Alba & Hutchison (1987) defined familiarity as the number of productrelated or service-
related experiences that have been gathered by the consumer. These related experiences
include direct and indirect experiences such as exposure to advertisements, interactions with
salespersons, word of mouth contact, trial and consumption. Johnson and Russo (1984)
viewed familiarity as being tantamount with knowledge. Johnson & Kellaris (1988) have
considered experience contributing to familiarity. Review of the literature shows that

40
knowledge; experience and familiarity are closely intertwined. Following Alba and
Hutchison’s (1987) definition, brand familiarity is identified as the accumulated correlated
experiences that customers have had with a brand (Ballester, Navarro & Sicilia, 2o12).

The effect of brand familiarity can be observed through a process called ‘Product-class cues’.
The product class or subcategory to which the brand belongs could serve as a cue in many
cases. A consumer may want a "fruit juice" to have with a meal. Research on categorization
processes has recognized the importance of "prototypically" as an indication of the strength
of association between a category concept and members of the category (Rosch, 1975; Medin
& Smith, 1981). Prototypically of a brand is known as a measure of how representative the
brand is of its product category. Operationally, prototypically is measured by individuals'
ratings of how "good an example" they consider the object of a category. Brands that are
prototypical are more likely to be recalled faster and more frequently (Nedungadi &
Hutchinson, 1985; Barsalou, 1985; Rosch & Mervis, 1975). This leads to a higher probability
of being included in the evoked set and to higher probability of choice.

Zajonc (1968) in a research has demonstrated that experience to a stimulus can enhance the
fondness for that stimulus independently of cognitive evaluations or contextual associations.
Basically, this stream of research has confirmed that affect is a linear function of the
logarithm of exposure frequency (Harrison, 1977). So, as

exposure to a brand increases, affective reactions to the brand become more favorable. It
means the more a brand is exposed through advertisements and campaigns, the more
exposure it gets, which eventually leads to more familiarity of the brand.

Zajonc & Markus (1982) suggest that familiarity may lead to creation of positive impression
of a service or object. When confronted with a familiar service or brand, the consumer may
feel a glow of warmth and intimacy. Familiarity with the brand thus creates a sense of
trustworthiness in consumer’s minds.

The previous researchers have all identified how familiarity towards a brand causes a
psychological change in the minds of the consumers. It is seen that familiarity mostly evokes
positive emotions about a brand on the consumer’s mind. This paper will attempt to find out
whether these changes in the psychology, eventually lead a consumer to purchase a product
or not.

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Social Imaging -

Advertisements generally have influence on how we perceive things around us. Through
various types of advertisements, especially TVCs portray how a user of a certain product is or
should be. It sometimes shows the social class the user of a product belong to, their lifestyle
and attitudes.

In cases of beauty product this concept is highly applicable. In a research conducted in 2oo9
it was observed that one of most influential ideas spread by the media is society's perception
of beauty and attractiveness. The thin beautiful woman and the handsome muscular men are
seen everywhere. And as the influence of media increases, the pressure to hold on to these
ideals increases (Russello, 2oo9).

In 2oo8, the YWCA USA published a report, Beauty at Any Cost, which highlighted the
consequences of the beauty obsession on women and girls in America through media. This
feeling of insecurity and obsession is very much likely to trigger purchase of beauty products
(Britton, 2o12).

The mass media is the most powerful way to spread these images that represent sociocultural
ideals (Tiggemann, 2oo3). Advertising promote social messages and life style by illustrating
the position of ideal consumer and stimulates consumer’s willingness to purchase (Pollay &
Mittal, 1993).

Apart from the beauty industry, another great example of social image that is solely created
by advertisement is the brand “Rolex”. It is not necessarily the best product in the market nor
does it add a lot of usefulness to one’s life in this day of cell phones. But through its careful
ad placements they have gained the attraction of millions. They have targeted sports and club
members of the elite and portrayed them in their advertisements. They have identified how
the lifestyle of an ideal customer of their product is, where they live, where they hang out,
etc. In a way they have sent a subliminal message to the people that ‘Rolex’ is

only for the rich and sophisticated, it is what sets a person apart from the ordinary. Rolex is
now more of a social status rather than a time tracking device. As a result, a person who has
suddenly become rich would want to buy a Rolex just to have a sense of belonging in that
‘elite’ class.

42
Even the smart watch by Apple that offers a great functionality failed to compete with Rolex
as it was reported by Tech Times:

“Apple may be the numerouno smart watch seller in the world and while it can revel in the
fact that it thwarts its wearable rivals such as Samsung, Sony and LG in this sphere, the
Cupertino-based company is still not a shine on Swiss watchmaker Rolex, which is
synonymous with luxury”.

Prior studies have shown that stereotyping and classification of a certain gender or group of
people has a huge impact on mass population. People feel pressurized to look a certain way to
get a feeling of belonging. This may have both positive and negative impact on the society.
But in this research, we will focus on finding out if ‘social imaging’ in an advertisement is
successful in persuading people to purchase a product by inducing their desire to belong in a
certain social class.

Spending –

Advertising spending can have an effect in the buying behaviour of people in a sense that the
more money spent can be linked with the quality of advertisement and the frequency of
advertisement. It may result in creating a lasting impression in consumer’s mind. Advertising
is an important extrinsic cue signalling product quality (Milgrom & Roberts, 1986). Heavy
advertising spending shows that the firm is investing in the brand, which means the
organization has a huge investment and thus implies that they might have a better quality of
product (Kirmani & Wright, 1989). In addition, advertising spending levels are good
indicators of not only high quality but also good buys (Archibald, Haulman & Moody, 1983).

Yoo, Donthu & Lee (2ooo) examined the impact of the marketing mix variables on consumer
behaviour. The approach focuses on the indirect effect of these determinants on brand
loyalty. Since advertising spending affects expectations of product or service quality in
consumer’s mind (Kirmani & Wright, 1989; Yoo, Donthu & Lee, 2ooo; Moorthy & Zhao,
2ooo), its role should be indirectly linked to brand loyalty implying that rather than the
advertisement itself, it is how advertising affects customer perception of the firm that is more
critical in impacting consumer buying behaviour (Ha, Janda & Muthaly, 2o11).

43
The earlier studies have concluded that when a huge sum is spent on advertisements and
other marketing campaigns consumers began to expect more from that particular brand. It
creates and illusion of better quality of product or service from that brand. In this study, we
will try to find out that how these associations that consumers make with ‘Advertisement
Spending’ and the ‘Brand’ effect their purchase decision. In other words, we will attempt to
find out how consumers perceive advertisement spending and if it ultimately influences them
to purchase the product.

Children Behaviour -

(Jignesh J Patel-2o14)

In the 194os and 195os children were not considered consumers but only an extension to the
purchasing power of their parents. With the advent of television and other mass media,
children have emerged as consumers and have become an important target audience for the
business. Advertisers are the first to find out children’s value as consumers who are capable
of making decisions about spending. The 195os dates the modern era of children's television
programming, when a deal between struggling television network ABC and Disney brought
The Mickey Mouse Club and Disneyland into children's afternoon television programming. It
was generally a personal gain of the consumer in case of advertising as they decided to
purchase the sponsored product. Over the next 15 to 2o years, children's television became an
industry by itself.

In the late 197os, a research team funded by National Science Foundation (NSF) estimated
that children viewed an average of about 2o,ooo.- commercials per year. There was so little
study on this topic during the 195os, the majority of the studies on children's television
advertising environment goes from the 197os onward. The advertised products to children
were limited to toys, cereals, candies and snacks, and fast foods. There were male voiceovers
for the great majority of ads and animated characters hardly appeared. While marketers and
advertisers invested more interest in the child market during the 198os, research on children's
television advertising of that period consisted mainly on replications and extensions of
previous research. Children who watch a lot of television, want more toys seen in
advertisements and eat more advertised food than children who do not watch as much
television. Children also influence their friends and parents to watch those certain
commercials and compel to buy a certain product.

44
It is very common for the advertiser to show ads in which the child would acquire
superhuman strength by eating a specific breakfast cereal, or would leave a group of friends
in choking clouds of dust by running with the sponsored sneakers. Toys ads of that time were
sponsored by unknown brands which would generally become famous by getting linked with
top television channels. Children’s ages are also significant to understand the advertisements.
Children’s understanding of television advertising and content’s influence increases with age,
because of maturity and increased experience with the medium. A majority of 5-8 years old
have low awareness of what a commercial is and what is it highlighting; and although three
quarters of 9-12 year old children may demonstrate a medium level of awareness (eg.
commercials tell you what to buy).

(Divyang Tiwari-2o15) –

A number of reviews have examined the research on advertising effects on children and have
concluded that advertising of food results in greater preferences and purchases of such
products. (Hastings et al.2oo3;IOM,2oo6) also, viewing media sources to a larger extent leads
to more unhealthy diets and higher body weight among children. Many studies have also
focused on the change in eating habits of children due to exposure to food advertising. In one
of the studies, children were introduced to an overnight camp to a usual cartoon with fruit or
candy advertising. Over a period of 2 weeks, children who saw the candy ads selected fruit
and orange juice as a snack less often than other children. There is a need to research and find
out more relativity between food advertising and unhealthy diets. There was a demonstration
too by Halford and colleagues that children eat more immediately after watching a food
advertisement than some other ad.

Children consider Television as one of the life necessities. It is seen over the years that
advertisers have majorly targeted children as their target audience to sell off a product as its
easy to influence them. Children often compel their parents to buy these products without
needing after watching the ad commercial. It’s observed that children who discuss often
about such advertisements with their parents are more likely to make buying requests for the
products. Children spend a large amount of their time watching television and they do not
miss the ad commercials too in between the programme breaks just to pay attention to
something being advertised. Commercials broadcast during children’s programming are

45
designed to capture the younger child’s attention by the use of cartoon characters, music,
subjective camera angles and editing.

(Chithira John and C. Sengottuvelu-2o17)

Gbadeyan, R. A. (2oo9) conducted a study on children's perception of television commercial.

The research concluded that young children do not understand the selling motive behind
advertising and where they do understand; they remain very vulnerable to peer pressure and
this is where advertising benefits from. Amin Asadollahi, and Neda Tanha (2o11) studied the
role of television advertising and its effects on children. It is found that children are more
vulnerable to advertising and the study suggested some measures to limit excessive
advertising to children. Mansoor Nisar, Muhammad Zia-urRehman, Muhammad Haroon and
Tahir Masood Qureshi (2o11) studied the impact of food advertisements on children's food
purchasing behaviour. Research shows that television food advertisements are playing a
greater role in children's purchasing behaviour. In addition to this, when the behaviour of the
children is examined, it is observed that children consume food which are rich in fat and
sugar while watching television and persuade their parents to buy the products seen in the
advertisements. Zain-UlAbideen, Salman and Saleem (2o11) studied the impact of
advertisements on consumer's buying behaviour. The results of the research clearly indicate
that there exists a weak association between environmental responses and the consumer's
buying behaviour including its attitudinal as well as behavioural aspects.

(Zain Ul Abideen and Rashid M. Salaria-2oo9) -

The advertising sectors intentionally exaggerate the influence and possible adverse influence
of the product they are advertising. They tend to display an innocent aspect of daily life in
their advertisement and hope that this innocent potray of life would not only attract the
attention of potential customers but would also influence them (Adler et al., 2oo4). Marketers
have been giving a lot of attention to children as customers. Young children are more
influenced from the TV advertisements as compared to other age groups. And they generally
believe in what advertisements have to say about the products. If the advertisements are not
very complex, and it says something new, then a child would simply fall for it. (Rice et al.,
1988). Children up to five years old are generally fond of hearing the same story again and
again. This repeated showcase of an ad usually enhances their attention towards the ads, and

46
in a few cases, it was found that the children tend to lose interest due to this repetition too. A
direct relationship was found in the repetition of commercial and ability to attract children’s
attention (Wellman, 199o). The advertisers prefer to target children for their advertising
because of the easy influence and deep impact. In view of the children’s importance of
influencing purchase decisions the advertisers not only target them at home through
television but also target them through advertisements in class rooms and schools (Barcus et
al., 2oo4). Children’s understanding of advertising messages is dependent on factors like,
their ability and skill to categorise commercial from non commercial content and also they
must be disbelieving towards the persuasive content of advertising within the limitation of
their knowledge. This process of assessing TV commercials is known as cognitive growth
and intellectual development (John, 1999). The growth stage of a child plays a role in the
effect of commercials. Children do not understand what and why sales pitch is used. So, one
of the major reasons for television advertising is to change the attitude and behavior of the
audience.

A single advertisement may marginally affect the Brand preferences of a child. However,
repeated exposure of the advertisement may build a strong desire for the advertised products,
as compared to competitive products (Robertson & Rossiter, 1979). Children may not be able
to remember TV commercial over time; however, positive attitudes toward an advertised
product may last for another week despite the fact that the ad has been forgotten (Silverman
et al., 1988). The ad commercials based on products such as toys, cereals, and ice creams
have a longer impact even if the frequency of these ads is limited to one per program
(Zuckerman et al., 1978). The researchers have shown that children’s product knowledge is
primarily based on TV commercials (Caron & Ward, 1975). Goldberg’s (199o) study in
Quebec used a naturalistic setting and provides reliable evidence that a child who watches
more ads for cereals marketed for children, the more likely it is that that product will be
found in the household. It has been claimed that a child’s developing sense of preferences on
what to eat is influenced by the foods that he or she sees in television commercials.

The awareness of brands adds security to the lives of these children.

(Amir Waqas Mudassar Naz Aslam-2o14) –

Today, companies spend massive amount of their earnings in advertising in different media
such as television, radio, magazine and etc. And television is one of the common media for

47
this reason. Advertising is the nonpersonal message containing the information frequently
paid for and credible in nature about products, services or ideas by recognized sponsors
through the various media (Datta, 2oo8). The promoter intends to extend his ideas about the
products and offerings among the forecast. Popularization of the products is thus, the basic
aim of advertising (Ramaswami & Namakumari, 2oo4). The greater part of the marketers
uses mass media for their marketing message. The choice of media is dependent upon the
nature of the message and the intended target viewers (Etzel et al, 2oo8). Television
advertising is the most viewed and economical media ever invented. It has a possible
advertising impact matchless by any other media (Saxena, 2oo5). The advantage of television
over the other mediums is that it is taken as a mixture of audio and video features; it provides
products with instant validity and fame and offers the greatest chance for creative advertising
(Kavitha, 2oo6).

Over a longer period of time, the TV set has become a permanent fixture in all upper and
middle class households, and it is not infrequent even in the poorer society of urban areas and
rural households (Shah & D’Souza, 2oo8). Reactions to TV advertisements seem to be
stronger than the reaction to print advertisements. The advertisers find it more effective to use
television rather than print media to reach consumers, partly due to low literacy rate
(Ciochetto, 2oo4). TV advertising not only change emotions but give considerable message
exerting a far attainment influence on the daily lives of people (Kotwal et al, 2oo8).

However it is possible to say that even though they are very young to understand, the most
important thing is the advertisements impact on children. It is observed that children’s
attention is affected depending on whether they are watching TV alone, with their parents or
with other children of the same age. Children attention depends on whether they are playing,
eating or occupied with something else while watching TV. In such cases it is generally
assumed that there’s less of watching an advertisements. Increasingly, children have become
active participants in buying decisions in a famiy rather than being a passive one. Not only do
children get their own pocket money to spend on a variety of products and services of their
choice, they also have major influence on how their parents buy products and services. If
children saw something new in a television advertisement or in a magazine that they liked
they were likely to buy it. Children are young customers always interested in gaining
information about a new attractive product in a market and buying it likely.

48
Parents tend to involve children in deciding which products to buy, where to eat or drink etc
so the buying decisions are higly influenced by them. Some children are more exposed to
these advertisements on a daily basis since they have a separate television at their home.
Children become adamant on their choices of products and the parents have to eventually
give in to fulfil their demands. Though a direct cause and effect link is difficult to be
established there is a growing message that some children may be vulnerable to violent
images, messages of advertising campaign.

(Pankaj Priya-2o14) -

In advertisements during children programmes, half of the commercials are based on food
advertisement that is unhealthy food (Furnham A, Abramsky S & Gunter B 1997). A study in
U.S stated that 27.2% to 36.6% children like the advertisement related to food (Powell LM,
Szczypka G & Chaloupka FJ 2oo7). In this study it shows that children view 27.6% of
cereals, 17.7% sweets, 12.2% snacks,12 % fast food and 8.8% beverages advertisement. It is
also reported that the children see the advertisement views 2oooo to 8oooo(Dev behav pediatr
2oo1). Food products are the most important tool for advertising and influencing the children
and 5o% or above children target.

According to an estimate the children see the food advertisements after every 5 minutes when
they see the TV and also see more then 18o minutes in a week. ( kotz k, story m1994).
Children like advertisements and are more easily attracted toward those which consists of
child models, celebrities, animals and cartoon characters.(Ross et al. 1984; Blosser and
Roberts, 1985; Rolandelli, 1989; Collins, 199o; Maher et al. 2oo6). Schlooer et al. (1996)
surveyed 571 adolescents of California aged almost 13 years old, they identified that there
exists a strong relationship between viewing advertising of tobacco and then using it. Durant
et al. (1997b) checked that advertisements that have use of alcohols and tobacco, they effect
more children. Children are attracted towards these things easily. Those children who watch
advertisements of drinking and smoking they start using them.

Consumer Buying Behaviour –

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 (Solomon, 1995). A behaviour that consumers display in searching for,
paying for, using, evaluating and disposing of products and services that they think will

49
satisfy their needs (Schiffman & Kanuk, 2oo7). 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, 2o15).

In this research we will attempt to find what factors effect consumer buying behaviour. In
previous studies certain variables were found to have an impact in consumers. This is briefly
discussed below:

Nowadays, people have access to the endless supply of advertisements. However, they fancy
something new, entertaining and something that can grab their attention. Boring advertising
will not sustain in consumers’ minds long enough. Therefore, entertainment has been termed
as a significant advertising strategy for increasing advertising effectiveness and imploring
them to make a purchase (Madden & Weinberger, 1982).

Familiarity created by advertisement for a certain brand is also an important factor that
affects consumer buying behaviour. Macinnis and Park (1991) carried out a study with
consumers to investigate the effects of familiar songs in advertising and consumer behaviour.
In their research, consumers depicted satisfaction for products with familiar songs and a
significant relationship was confirmed between the level of familiarity of the songs in the
advertising and its amiability.

Social role and image reflects that ads influence individual life style and the extent to which
an individual seeks to present him or herself in a socially acceptable manner. In addition to
selling products and services, ads sell image and life style. Consumers learn about new life
style, image and trend through ads (Pollay & Mittal, 1993; Burns, 2oo3). Advertising
promote social messages and life style through illustrating the position of ideal consumer and
stimulate social action toward purchase of that product.

Advertising spending also creates positive impression about a brand in the minds of the
consumers. Aaker and Jacobson (1994) also find a positive relationship between advertising
and perceived quality. Hence, advertising spending is positively related to perceived quality,
which leads to greater amount of purchase from that brand as consumers generally prefer to
purchase from a well know brand in order to avoid disappointments over quality.

50
Conceptual Framework -

The influence of advertisement and how advertisements work is a question that most
marketers and managers try to find an answer to. The primary objective of advertisement is
usually to impact the consumer’s buying behaviour. Most of the time consumers buying
behaviour is influenced by liking or disliking of consumer towards the advertisement of the
product, advertised (Smith & Neijens, 2oo6). In the words of Gorn (1982), the consumer
behaviour towards a product is wholly depending on advertising, without any consideration
of the features of the product.

To analyse more about the effects of advertisement and the factors of advertisement that
influences the consumer buying behaviour, a conceptual framework is built. The hypotheses
for this research are formulated based on the literature review to build a conceptual model for
the research (Figure 1).

Awan et al. 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
behavior that is a very positive sign for the advertising and marketing companies. Our results

51
also proved the model of the study which reveal that advertisements have significant impact
on the consumers ‘buying behavior 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.
Sathya and Indirajith conveys that the consumer buying preferences are rapidly changing
and moving towards high-end technology products with acculturation. Products which were
once considered luxury items have become a necessity because of the changing lifestyle and
rising income levels. With growth in disposable incomes, the demand for highend products
such as television, washing machine, refrigerator, and air conditioners has increased
considerably. It is also facilitated by the easy availability of finance and prevalence of nuclear
families. Increasing in demand for consumer durable in the market the fall in prices as Indian
consumers are continue to attach a high degree of importance to value for money.
Kumar and Gupta 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.
Kalaiselvi and Muruganandam consumption trends differ from similar income households
in urban areas to rural areas significantly. Before the liberalization of Indian economy, in
Indian white goods markets, reputed companies like Godrej, Videocon, Kelvinator, BPL,
Voltas and Allwyn had the major market share. After liberalization, many foreign players like
Whirlpool, LG, Sony, Samsung, IFB, and Aiwa had entered into the market. This opening
created a dramatic change in the white goods market.
Fatima and Lodhi 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 behavior and
provides the deep insights towards the role of advertisements shaping the consumer behavior.

52
Johar explained that the character, behaviour and attitude of consumer are the important
dimensions in the decision-making process. All the purchases made by a consumer follow a
certain decision-making process. A consumer is one who does some physical activities and
deliberates to take decisions concerning purchase and to dispose of on to evaluate products
and services. Purchase decision process which is characterized as more complex in its nature,
has been subject to research often, only recently.
Hemanth Kumar defines marketing personnel are constantly analyzing the patterns of
buying behavior and purchase decisions to predict the future trends. Consumer behavior can
be explained as the analysis of how, when, what and why people buy. Adithya [8] concluded
that the usage of new tools and techniques brought about revolutionary changes in the
production ofgoods. The most important thing is to forecast where customers are moving and
to be in front of them. The current scenario shows many developments and changes taking
place around us with all the industries and firms within each industry trying to keep pace with
the changes and diverse needs of the people. Sonkusare [9] defined consumer is one who
consumes the goods and services product. The aim of marketing is to meet and satisfy target
customers’ needs and wants. The modern marketing concept makes customers the center
stage of organization efforts. The focus, within the marketing concepts is to reach target and
largest customers, sets the ball rolling for analyzing each of the conditions of the target
market. Television advertising is a very effective tools of communicating message to its
target audience as it has the ability to combine visual and audio communication and thus this
makes advertisements is an important medium to make people aware of any products.
Harfoushi and et al. said that Internet is becoming a new way to shop different products or
services online. Although, it is a desire situation for everyone to touch the products that
he/she wants to buy. However, Internet is playing a wider role in making the shopping more
easily as it is never before. The web makes shopping much easier, and nowadays shopping is
not more than away from a click. A latest term known as “Online Shopping”. Consumers can
directly shop product or services from the sellers without any interaction of intermediate
parties. Just like other direct marketing channels such as television and catalogues, Internet is
also becoming a significant marketing channel. The Internet supports two-way
communications between consumer and merchant. The web provides interactive shopping
channel, which is not bound by time and geographical condition.
Sindhya concluded that while advertisements often include information that cross cut all
personality profiles, some R SUNDERARAJ: IMPACT OF ADVERTISEMENT ON

53
BUYING BEHAVIOUR OF CONSUMERS IN SIVAKASI 8o2 consumers ignore some of
this information and rely primarily on advertising claims and on personal experience in
forming judgments about advertised products. On the other hand, some consumers defer
decisions until the advertising claims have some credibility behind them before making
product purchase decisions.
Lahoti and Jacob revealed that the success of a brand in the Indian rural market is as
unpredictable as rain. It has always been difficult to gauge the rural market. Many brands,
which should have been successful, have failed miserably. More often than not, people
attribute rural market success to luck. To understand the rural market dynamics, it became
necessary to study the behavior of the rural population hence the study is undertaken.
Lamarreand et al. [13] inferred that innovative businesses that have successfully integrated e-
commerce in their marketing activities now see mobile marketing as the next exciting
opportunity that will enable them to reach their consumers through a new communication
channel. Amutha and Sulthana [14] said that the attitude of people in Chennai city has
become changed due to various reasons such as updated technology, improved status and
influence of reference group. Advertisement is nothing but an important sales promotion
strategy. From the findings of the study among lower income groups: Price was a major
consideration and in middle income group, brand reputation was one of the most important
influencing factors.
Zeb and Ashib concluded that the influence of brand on consumer buying behaviour is a
very vigorous subject performance of and is of great importance in Coimbatore. Fashion
industry includes clothing, footwear and other accessories like cosmetics and even furnishing.
The focus of this research is on clothing segment. In terms of spending on clothing, age is a
stronger determinant of women`s budget that their socioeconomic status.
Owolabiand et al. defined that the impact of advertising on the sales of insurance products in
Sub-Saharan Africa. Advertising is a marketing strategy commonly employed by company
operating in a competitive environment. No other promotional tool offers such a large
audience advertising. The cost of reaching people through advertising is very reasonable. In
addition, advertising can also be valuable as a means of familiarizing buyers with the
products or reminding them of its existence, thus, it is a worthwhile activity and should be
made a core aspect of the company’s marketing programme. It can be said to be agreed that

54
there was a positive correlation between advertising expenditure and sales of insurance
products which implies that an increase in the advertisement of the products lead to an
increase in sales.
Tatt 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 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. Halfordand et al. defined that a substantial body
of research indicates that the prevalence of obesity in childhood is increasing. The classic
externality theory of obesity postulates that the obese are more influenced by external stimuli
than are the lean. The effect of TV viewing on weight gain seems to be, at least in part, due to
a lack of physical activity rather than the act of viewing itself. However, TV may not just
promote sedentary behaviour. There is evidence that it also stimulates food intake. TV
viewing is associated with overconsumption in girls, specifically of snack foods.

55
 CHAPTER NO :- 4

DATA ANALYSIS,
INTERPRETATION AND
PRESENTATION

56
DATA ANALYSIS –

1. Age of the Respondents:

Interpretation:

The collected data clearly indicates that the maximum people who filled the questionnaire i.e.
69.3% of them were in the age gap of 18 to 25 (mostly youth), then 22.8% of people were in
the age grooup of 25 to 35 and the people belonging to age group of 35 to 5o and more than
5o years were only 3.9% each.

57
2.Gender of the Respondents:

Interpretation: This data shows that the Gender differentiation of the respondents, which
consists of 55.9% males and 43.4% females in total of 127 respondents.

58
3.Occupation of Respondents –

Interpretation:

This data shows that majority of our respondents 74% of them were students, 15.7% of them
were working for private companies, and 6.3% of them had Government Jobs while only
3.9% of them were Businessman.

59
4. Do you like online advertisements ?

This pie chart showing the interest towards online advertisement, 44% people likes online
advertisement, 37% doesn’t like & 19% don’t pay attention

5. Do you watch online advertisement daily ?

This chart depict that peoples watch online advertisement Daily or not we can see that 43.4%
don’t watch online advertisement daily 39.4% watch advertisement daily & 17.2% vote for
Maybe they watch.

60
6. the best media for advertisement according to you ?

According to 63% peoples the best media for advertisement is online platform, 2o% thinks
televisions, 11% thinks newspapers, 5% think other & 1% think radio.

7. which mode of advertisement is effective according to you or influence you ?

61
The graph shows 63% peoples are highly influenced towards online platforms where as 23%
think television is effective mode of advertisement, 12% think news paper & the rest 2%
think other mode of advertisement is effective according to them.

8. hou much influence do you feel advertisement have over your buying behaviour ?

The graph shows 48% people have medium influence where as 27% are highly influenced &
25% are not sure that how online advertisement influence their buying behaviour.

62
9. if you have even bought an item after being influenced by online advertisement and
that item has met your need ?

The first bar graph shows 5o peoples are agree that they bought item after being influenced
by online advertisement & that item has met their needs whereas 16 peoples strongly agree
with this, 27 peoples give neutral statement & only 5 people disagree with this statement. The
rest 2 are disagree. (In the case of Online Advertisement)

The second bar graph shows 39 peoples are agree that they bought item after being
influenced by other advertisement platforms & that item has met their needs whereas 14
peoples strongly agree with this, 39 peoples give neutral statement & only 6 people disagree
with this statement. The rest 2 are disagree. (In the case of other Advertising platform)

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10. which of these factors influenced your purchasing ?

The pie chart shows 24% people buy products because it was a familiar product or brand
where as 23% make purchase depends on how advertisement was interesting, 2o% said, they
was already planning on the purchase of that particular product & 19% and 14% people make
purchase decision depending upon the price discount they offered & they are curious about
the product.

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11. have you recently changed your mind after seeing an online advertisement and have
decided that I should but it !

The graph depicts 51% of people recently change their mind after seeing an online
advertisement & they have decided that they should buy it where as 45% think they not
change their mind after seeing any online advertisement. The rest 4% always change their
mind set.

12. what kind of goods do you purchase by influenced by online advertisement ?

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The bar graph shows around 57% of people purchase clothing items by influenced online
advertisement where as 5o% made purchase electronics products, 19% & 12% make purchase other
house hold items & grocery products.

13. level of satisfaction regarding the purchase of any product by seeing online
advertisement ?

We can see that in this bar graph level of satisfaction regarding the purchase of product by
seeing online advertisement. People votes 51% for 3 Stars where as 25% t 4 stars, 12% for 2
Stars & 6% for both 1 & 5 Star.

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14. do you think advertisement is an effective decisive factor for online shopping ?

The pie chart shows 78% peoples think advertisement is an effective decisive factor for
online shopping where as 15% & 7% maybe & not think that advertisement is effective way
for online shopping.

15. ‘Advertising is beneficial to consumers because it provides important information

about goods and services.’ To what extent do you agree with this statement?

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Interpretation:

This data shows that 42.5% of the people agree to the fact that Advertisements help in providing
information about the goods and services, 16.7% of the people strongly agree to the fact. 3o.7% of the
people are neutral on the topic that is they cant decide if advertisements help in creating awareness
about the product. While around 1o% of the respondents completely disagree with the statement.

16. ‘Consumers can often become victims to advertising through the purchase of
unnecessary items’. To what extent do you agree with this statement?

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Interpretation:

Out of the 127 people surveyed, 58.3% of the m agreed to the fact that advertisement leads to
unnecessary shopping that people do not even need. 18% of the people strongly agree to the
fact. While 15% of the people are neutral on the topic, only around 9% people deny it.

KIDS VIEWERSHIP AND STATISTICS -

Even in today’s technology enabled world, where little ones have access to digital devices
and alternate media sources, Television continues to play a great role in the lives of Kids
when it comes to media and watching entertainment at home. In this section we’ll decode and
see the status of kids’ viewership. Kids as a target group are of interest not only to
broadcasters but also advertisers, due to the potential they have in influencing the household
purchases.

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Kids as an audience i.e. the age-group of o2-14 years, accounts for 2o% of total TV
impressions. This is the highest share across all age cuts. This 2o% is further split between
channels whose primary audience are Kids and all other channels where Kids are the
incidental viewers. As depicted in the graph, non-Kids channels dominate with 87% of
viewership share. This massive viewership of non-Kids channels could be due viewership
Non-Kids channels Kids channels to co-viewing. Keeping in mind the massive share of
eyeballs that kids contribute to non-Kids channels, let us further look at the genre split and
preferences of Kids audience on these channels.

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GEC Channels and Movie Channels together account for over 8o% of Kids viewership on
Non-Kids Channels, of which GEC channels dominate the larger share. Music channels and
News channels also seem to be more popular among Kids in comparison to the rest.

LANGUAGE PREFERENCE OF THE KIDS -

Kids’ preference for languages at an overall level reflect the larger universe, with Hindi being
both the dominant as well as over-indexed language in terms of viewership by kids. Regional
languages across the board typically see a marginally lower proportion of viewing among
kids, while English sees a marginally higher proportion of viewing.

The availability of content in more languages on non-Kids channels has led to a more
fragmented viewership on these channels. Whilst Hindi (which also includes DubbedHindi
content), continues to be the dominant language of viewership across both, the key take-out is
the high English based consumption within Kids channels. When Kids are consuming content
exclusively on Kids channels, the propensity to consume English language content is much
higher, than on non-Kids channels, where the remote is mostly controlled by the family, and
Kids’ viewership is incidental. This goes on to show that Kids are far more conversant with
English as a language in comparison to the family unit, which continues to prefer and watch
television in Regional languages. GEC Movies Music News Sports Others

KIDS’ VIEWERSHIP ACTIVITY HOURS -

Kids viewership on television increases gradually through the day from the morning till late
afternoon (15oo hrs), after which the viewership drops. The major difference is witnessed
post 18oo hrs, when Kids lose control of the remote, and the viewership shifts from kids
channels primarily to general family entertainment channels. It is also interesting to note that
the day-part viewing pattern of Kids on Kids channels corroborates with their weekly routine.

The viewership on Kids channels peaks later on a weekday (12oo-15oo hrs) as compared to
on a weekend (when viewership peaks at o9oo-12oo hours). This is likely because the older
kids go to school in the morning. In the afternoon, these school-going kids are back home,
thus adding eyeballs to television. On weekends the kids are at home in the day (o6oo-15oo
hrs), and hence the viewership is much higher across these time bands when compared to the

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weekday. But in the evening, they may step out to play with their friends or for a family outing,
and hence the viewership dips slightly below the weekday average.

AD SECTOR PERFORMANCE -

According to many observations, Food & Beverages is the most advertised sector on Kids channels,
and garners the maximum impressions as well. However, looking at the effectiveness, Household
Products and Miscellaneous ad sectors perform better in delivering kids impressions with respect to
commercial time. The Household Product sector

is primarily being driven by the mosquito repellant category, whose ads are typically kid oriented and
feature children a lot. On the other hand, Miscellaneous ad sector includes kid-friendly categories
such as Toys Indoor Games, Writing Instruments, Stationery and Film Trailors amongst others.
Except for Retail and Service sectors, all other sectors are regular consumption/ FMCG products,
which indicates that kids are increasingly watching such ads on television and are able to influence
family purchase decisions.

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 CHAPTER NO :- 5

CONCLUSIONS AND
SUGGESTIONS

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 CONCLUSIONS

The present era witnesses the revolutionary change in the trend of marketing. Online
marketing is the source which saves us time and cost and another reason is availability of
variety of products. Since the product is not available for physical verifications only
advertisements are a source to influence and it influences and attract the consumers. The role
of advertisement is important in influencing the buying behaviour of the consumers. The
advertising should be genuine, correct and serve the informational needs of the consumers.
The companies should use attractive and informative content to create the awareness in the
consumers and they should not rely on the advertisement for changing the perception of the
consumers instead they should use new ways of sales promotion or other mediums for
changing the perception of the people. It will be easy for any company to change the buying
behaviour of consumer by creating awareness and building strong perception in the mind of
their customers

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 SUGGESTIONS

Findings show that there is no significant relationship between age and level of impact it
indicates that impact of advertisements remains same at the different age level of the
students. Hence it is suggested that one good advertisement is enough to influence consumers
in their age group.

● It is found that advertisement only discloses the advertisement good features of the
products and since the product is not physically available the advertisement can also give
some drawbacks of the products. It will help the consumer is better decision making.

● It is suggested that promotional schemes should be often given, as consumers are ready to
move on to other brands.

● More product information should be given in the website regarding the product. Since
physical feel of the product is not available.

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 DATA FINDINGS

1. The most common influencing factor in Consumer Buying Decision are Recommendation from
Friends (37%) and their Personal Experience with the product/service or Brand (25.2%).

2. Majority of the people (48%) feel that Advertisements have an Average impact in their buying
behaviour.

3. Maximum people (42.5%) feel that Advertising is beneficial to consumers because it provides
important information about goods and services.

4. A great number of people (58.3%) believe that consumers can often become victims to advertising
through the purchase of unnecessary items.

5. Majority of people (42.5%) think that consumer views the more times an advertisement, the more
likely the consumer is to go and buy the product.

6. The top three things that people look out for in an advertisement are: Product Information (8o.3%),
a brand that they are familiar with and trust (63%) and Price Information (6o.6%).

7. The top three most influential type of advertisement that affect buying behaviour are: Television
Advertisements (84.3%), Internet Advertisements (65.4) and Print Advertisement like Newspapers
and Magazines (54.3%).

8. The top three most influential type of online advertisement that affect buying behaviour are Social
Media Advertisements on Facebook, Instagram and YouTube (83.5%), Google Advertisements
(53.5%) and Banner Advertisements (48%).

9. Majority of the people (42.5%) believe that some Advertising methods make them less inclined
towards buying a product.

1o. 55.1% of the people accepted the fact that they pay attention to Online Advertising showing the
importance of Advertisements over Internet.

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Limitations of the Study -

● The population of consumers is unknown. Since the exact number of consumers in the metropolis
cannot be estimated as there are no existing data, the purposive sampling technique was used for
sampling, which cannot be used to generalize result. In this sampling design, there is no probabilistic
way to estimating the representativeness of the selected samples.

● Another challenge facing the study was statistical modelling of the determinants of the impact of
advertising on consumer buying behaviour. The modelling of the variables (emotional response,
environmental response, Brand awareness and sensory stimulated advertising was so tedious for the
researcher. Therefore the technical nature of the study also limits the study under investigation

77
 BIBLIOGRAPHY/REFERENCES

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consumers: Study of Cosmetic Industry in Karachi City”, Journal of Marketing and Consumer
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11. V. Sindhya, “A Study on the Influence and Impact of Advertising to Consumer Purchase
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2, No. 4, pp. 1-5, 2o13.
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Selected Consumer Durables”, International Journal of Scientific and Engineering Research,
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Behaviour Current Research Trend”, International Journal of Latest Trends Computing, Vol.
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Shopping Tendency for Airline Tickets by Considering Motivational Factors and Emotional
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 ANNEXURE

1. Personal Details: Name (Optional)

Your answer :- ……………………………………………….

3. Your Age
 18 or under
 18-3o
 3o-5o
 Above 5o

4. Do you like Online Advertisements?

 Yes
 No
 Maybe

5. Do you watch online Advertisement Daily?

 Yes
 No
 Maybe

6. The best media for advertisement according to you?

 ONLINE PLATFORMS
 News papers
 Televisions
 Radio
 Other

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7. Which mode of advertisement is effective according to you or influence you?
 ONLINE PLATFORM
 News papers
 Televisions
 Radio
 Others

8. How much influence do you feel advertisement have over your buying behaviour?
 Large influence
 Medium influence
 Not sure

9. If you have even bought an item after being influenced by online advertisement and that item has
met your need?
Strongly Agree Neutral Disagree agree Strongly
disagree

By Online advertising     

By other advertising Platforms     

10. Which of these factors influenced your purchasing?

 The Advertisement was interesting
 Curious about the product
 It was a familiar product or brand
 The price discount they offered
 Was already planning on the purchase of that particular product

11. Have you recently changed your mind after seeing an online advertisement and have decided that
I should buy it!
 Yes
 No
 Always

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12. What kind of goods do you purchase by influenced by online advertising?
 Electronics products
 Clothing items
 Grocery products
 Other house hold items

13. Do you think advertisement is an effective decisive factor for online shopping?
 Yes
 No
 Maybe

82