DEPARTMENT OF COMMERCE

SCHOOL OF SOCIAL SCIENCE AND LANGUAGES (SSL)

WINTER SEMESTER 2022-2023

CCA3706 – RESEARCH METHODS
SLOT D1+TD1

A STUDY ON THE INFLUENCES OF ADVERTISEMENT

ON CONSUMER BUYING BEHAVIOR

BY

KEERTHANA T 20BCC0007
SWETHA M 20BCC0021
MAANASA B 20BCC0027
THILAGAVATHI MC 20BCC0036
SHILPA R 20BCC0042
LASKHMI MAULIKHA G 20BCC0045
KIRUTHIKA S 20BCC0085

UNDER THE SUPERVISION OF

DR. JINTU GEORGE

 CHAPTER I

INTRODUCTION

Advertising:

Advertising is creating a mass publicity or mass influence on consumers which impacts their
buying behavior to a certain extent. According Cohen, advertising is a business activity that
employs creative techniques to design persuasive communication in mass media that promote
ideas , goods and services in a manner consistent with the achievement of the advertiser’s
objective, the deliver of consumer satisfaction and the development of social and economic
welfare. ( Cohen, 1988 ).

Advertising is considered as the vital and essential element for the economic growth of marketers
and businesses ( Ryans, 1996 ). Advertising is a paid form of communication, in most cases
these advertisements are sponsored and advertisement in television, newspapers, radio,
billboards, websites, social media, etc. It is the 21st century and business developed their
advertising in a digitalized manner, which was restricted earlier only to newspapers, radios and
billboards. In most of Television advertisements or the social media advertisement, celebrities
advertising the brands whether it is a popular and new brand, consumers tend create memories or
relate the brand with the celebrity and recognize the product. For instance the Indian cricketers
Virat Kholi, MS Dhoni, Rishab Pant and Shreyas Iyer are the present brand ambassador of the
product boost of Hindustan Unilever Limited Company. Consumers buying behavior has always
been given so much importance and space in the literature study of impact of advertising
regarding its effectiveness (Ajzen, 2002). Most of the time consumers buying behavior depends
on liking or disliking of consumer towards the advertisement for the product advertised (Smith et
al., 2006). Nowadays, consumers look for a qualitative, informative, and logical advertisements,
which reflect the true picture of the product and ultimately, they ensure, whether the product or
the brand is trustable and this enables them to show a positive response on buying the product
and we can understand good qualitative advertisements influence the consumer buying behavior
positively. Advertisements can be described it as more of a persuasion activity. The fact that
advertisements cost remarkably to the advertisers. In order to capture the market in all possible
ways, the companies use all the means to gain market popularity and market share to a different
extent. We are in the world, that the technology has wider scope and its been in rapid speed and
pace in development each and every day, advertisement is very effective in helping the
management in sustaining in the competitive markets as these facilitate and interaction between
the company and the consumers. These days, advertising have become more scientific with the
guidance of experts and experienced persons regarding the choice and selection of suitable
advertising process in persuading the consumers to purchase the product. We hope that this study
provides the readers with informative content genuinely and deep insight about the impact of
advertisements on consumer buying behavior. Advertisements can be understood for its
multidimensional benefits capturing a wider consumer in different geographical area. It involves
more of a creative and innovative space of the advertisers.

Consumers:

Consumers can be understood as the end users of any product or services to fulfill their needs.
Consumers can be an individual or a group of individuals who consume or utilize the services for
personal uses and not for further manufacturing purposes or sales purpose. The taste and
preferences of each consumer vary differently, based on this variation there are a variety of
products in the market.

The consumer buying behavior can be impacted or influenced majorly by three factors

1. Through strong visual influence ( Advertisements)

2. Psychological impact by brands

3. Environmental influence on consumers

Consumer Buying Behavior:

Consumer buyer behavior is considered to be an inseparable part of marketing and Kotler and
Keller (2011) state that consumer buying behavior is the study of the ways of buying and
disposing of goods, services, ideas or experiences by the individuals, groups and organizations in
order to satisfy their needs and wants.Consumer buying behavior can be referred to the efforts (
be it online or offline ) made by the consumers before buying the products or utilizing the
services. Buyer behavior has been defined as “a process, which through inputs and their use
though process and actions leads to satisfaction of needs and wants” (Enis, 1974, p.228).

It consists of

1. Search engines

2. Engaging with social media posts

3. Other inquiries made by the consumers.

OBJECTIVES:
The study is conducted with the objective of achieving the following:

• To find out if advertisement influences the consumer buying behaviour.

• To examine which mode of advertisement has a greater influence on the consumers’

buying behavior towards a product/service.

VARIABLES:

This study examines both independent and dependent variables. The dependent variable is the
consumer’s buying behavior. The independent variables include various advertising medium
such as Social Media Marketing, Newspaper Advertisements, Radio, Television Advertisements,
E-Mail Marketing, etc. The variables’ values are arrived at by analysing the responses received
from a Questionnaire Survey conducted.

CHAPTER SCHEME:

The project is organized into chapters namely introduction, Review of literature, Research
methodology, Data analysis and interpretation, findings, suggestions, suggestions and
conclusion.
Chapter 1: Introduction: This chapter mentions introduction, statement of the problem,
objectives of the study, significance of the study, scope of the study, chapter scheme and
limitations of the study.

Chapter 2: Review of Literature: This chapter mentions Conceptual literature and Empirical
literature.

Chapter 3: Research methodology: This chapter mentions research method, nature of study and
population, sample design, data collection, measurement technique and data analysis.

Chapter 4: Data analysis and interpretation: This chapter includes data analysis and
interpretation.

Chapter 5: Findings, suggestions and conclusion: This chapter deals with the findings from the
data analysed, the conclusion derived from it and the suggestions.

LIMITATIONS OF THE RESEARCH:

• We had less time to collect the data to time restriction of the study.

• Few respondents are not willing to fill the questionnaire as they are busy.

• This study has been restricted within Vellore only.

• As satisfaction is a qualitative factor, it is difficult to measure the level of satisfaction of

the respondent.

STATEMENT OF PROBLEM:

Despite the widespread use of advertising by businesses to promote their products and services,
there is still much debate about the effectiveness of advertising in influencing consumer
behaviour. While some studies have shown a positive relationship between advertising exposure
and consumer behaviour, other studies have found little to no effect. Additionally, there is a lack
of consensus on which advertising strategies are most effective at driving consumer behaviour,
as different studies have produced conflicting results. As such, there is a need for a
comprehensive study to investigate the influence of advertising on consumer behaviour and
identify the factors that contribute to advertising effectiveness. Such a study could inform
advertising best practices and help businesses improve their advertising strategies to better reach
and influence their target audience.
 CHAPTER II

REVIEW OF LITERATURE

B.A. CHUKWU, E.C. Kanu and A.N. Ezeabogu (2019)

The research investigated how advertising affects consumer purchasing behavior in Enugu State,
Nigeria. Numerous organizations in Nigeria do not consider advertising as an important tool to
promote their products and services, which results in decreased sales output. The study employed
a survey research approach, and data was gathered using questionnaires to test hypotheses. The
results indicate that emotional response, brand awareness, environmental response towards
brand, and sensory-stimulated advertising all have a positive and statistically significant
relationship with consumer buying behavior, which aligns with previous research. The study
suggests that advertising should be directed towards emotional-related advertising and that
organizations need to conduct extensive research to understand the consumption pattern and
behavior of their target audience.

Bowen Fan(2022)

The article highlights the importance of various media platforms in influencing consumer
behavior and maintaining customer loyalty in the market. It emphasizes the need to understand
how advertisements shape consumer behavior and establish a positive relationship with
consumers. The study collected data from 600 participants of various ages, educational levels,
and genders, using online surveys and statistical tools such as Kruskal-Wallis, Exploratory
Factor Analysis, and Cronbach Alpha. The study found that newspaper, internet, and television
advertisements were associated with changes in consumer behavior, and marketers have invested
in magazine and newspaper advertisements to gain customer loyalty. This research is beneficial
to marketing managers as it provides insights on how to increase the effectiveness of their
advertisements and choose the appropriate media platforms.
Aditya Yadav(2022)

The purpose of advertising is to raise awareness of products and influence consumer purchasing
decisions through mass communication tactics such as advertising, sales promotion, and public
relations. Television is the most powerful medium for advertising as it has the broadest reach.
Advertisements have the power to impact people's attitudes, lifestyles, and the culture of a
country. A study was conducted to understand the consumer buying behavior pattern regarding
luxury pens and the impact of advertisement on their brand preference. The findings showed that
commercials have a significant influence on customer purchasing behavior, which can help
advertisers in the consumer electronics sector identify what drives a customer's buy intent.

Ashutosh Sandhe(2017)

Advertising is an important tool used by businesses to persuade consumers to buy their products.
However, doubts have been raised regarding its effectiveness and impact on consumers, with
some believing that advertisements are often exaggerated or even deceptive. This research paper
aims to study the impact of advertisements on people's buying behavior by surveying a sample
size of 500 respondents from Gujarat. The study will examine the level of belief in
advertisements, attitudes towards them, and their overall impact. Data will be collected through a
structured questionnaire.

Sah Gunja Kumari & Karki Sangita (2020)

Marketers invest a significant amount of money into various media platforms to influence
consumer behavior. However, technological innovation has led to changes in consumers' media
habits, requiring a deeper understanding of advertisements on different media platforms and their
implications on consumer behavior. This study examines the relationship between advertisement
dimensions such as printing, broadband, outdoor, and social media, and consumer purchasing
behavior. Data were collected through a structured questionnaire via email and direct interviews
with consumers in Kathmandu valley. The findings suggest a strong correlation between
advertisement media dimensions and consumer purchasing behavior. The study indicates that
printing, outdoor, and social media have a statistically significant impact on consumer purchase
behavior, while broadband media does not.
Sandhya Reddy(2022)

The soft drink industry heavily relies on advertising to build brand value and image through
various perspectives. This study aims to analyze the impact of advertisements on consumer
buying behavior regarding soft drinks. Specific questionnaires were used to gather data on
consumer preferences and key factors influencing their buying behavior. The results were
evaluated through statistical analysis to determine whether advertising tactics influenced
customer behavior towards the product.

Shamily Jaggi, DheerajNim (2019)

Advertising has become a necessary tool for survival in today's highly competitive market, with
companies investing huge sums to create numerous ads to make people aware of their products
or services. The effectiveness of advertising and its impact on consumer behavior has become a
topic of interest. This study aims to examine the impact of advertising on consumer buying
behavior for jewelry. A random sample of people who have the resources to buy jewelry was
selected, and data was analyzed using Structural Equation Modeling (SEM). The results showed
a positive significant relationship between customer ad perception and customer convenience,
brand loyalty, and customer loyalty. Product placement had a negative significant relationship
with customer convenience and positive significant relationship with customer loyalty, but a
negative insignificant relationship with brand loyalty. Celebrity endorsement had positive
significant relationships with customer convenience and brand loyalty but a negative
insignificant relationship with customer loyalty.

Binita Manandhar (2018)

The purpose of this study is to analyze the impact of advertising on consumer behavior. 200
questionnaires were collected from customers in Kathmandu City using convenience sampling.
Most respondents believe that advertising is a promotional tool that can persuade customers to
buy products. The study found that customers are highly influenced by advertising, as it creates
curiosity and provides information about products. Therefore, advertising has a positive impact
on consumer behavior. The respondents also identified television as the most effective media for
influencing and convincing customers towards advertised products.
C. P. Priyanka (2021)

Advertising is a highly effective marketing strategy that creates a lasting impression on the
audience. This study focuses on the impact of advertising on customer behavior, specifically in
the fast-moving consumer goods (FMCG) industry. The study was conducted in Bangalore and
aimed to understand impulsive buying behavior due to advertising and the role of loneliness in
impulsive online shopping. The study found that social media advertising has a significant
impact on buying behavior, and impulsive behavior and loneliness also lead to impulsive buying.
The demographic profile of respondents did not have a significant association with buying
behavior. The study highlights the need for targeted advertising with coupons and rebates to
encourage impulsive purchases. The research methodology included primary data collection
through simple random sampling and secondary data collection from websites and magazines.
The analysis used SPSS 25th version, and Independent T-test and ANOVA were used to test the
hypotheses.

Mrs S.P Shobha Devi, Dr. Rajesh Vemula, Dr. Sabbineni Poojitha (2022)

The aim of this study is to analyze the impact of advertisement on consumer behavior,
specifically for fast-moving consumer goods (FMCG) in Bangalore City. A questionnaire was
distributed to 180 consumers aged between 18-45 years, and five FMCG brands were
considered: Parle Agro, ITC, Dabur India, HUL, and Britannia. The study found that
advertisement has a positive impact on consumer buying behavior in Bangalore City, with the
brand of products having a greater impact than label and environmental advertisement. The
research suggests that advertisement attracts and influences consumer preferences and choices
towards FMCG products.
Shumaila Ahmed and Ayesha Ashfaq (2013)
The present research paper is focusing on the impact of advertising on consumer's behaviours.
Brand image, persuasiveness and celebrity endorsement in the advertisement are the key factors,
which raise the consumers' intentions towards the product and buying behaviours. Primary data
collected through Questionnaire and secondary data through internet, journals and magazines. A
sample of 120 respondents was taken. About 21% of the respondents propose that they give
second priority to the appeal of quality, 19% to the persuasiveness and 15% to the element of
entertainment and information, while about 17% have third priority to the appeal of celebrity
endorsement, 14% to the prize and 12% to prize schemes.

Naveen Rai (2013)

It is ubiquitously accepted fact that advertisements can bestow special attributes upon a product
or service that it may have lacked otherwise. The study focuses on identifying the influence of
advertisements on the consumer behaviour and attitude with special reference to consumer
durables. Secondary data is collected from articles, magazines and internet. The findings of the
present study are that advertisement worldwide influence the behaviour and attitude formation of
consumers not only in India but also worldwide.

Xiangmeng Huang and Ruilin Cai (2021)

This study establishes strong links among product semantic perception, expected inaction regret,
and impulse buying for internet products in the context. In this paper, the primary data were
obtained by the experimental method. To confirm and ensure the validity of the measurement
instrument, back translation of the questionnaire for this study was done. It is found that product
semantic perceptions have significant influences on impulse buying through the mediation
effects of expected inaction regret. Furthermore, self-control significantly moderates the
influences on impulse buying.

Bowen Fan (2022)

This research is crucial to marketing managers since they can get an idea of how they should
increase the objectivity of their advertisements and which media is appropriate for their
advertisements. This study used an online survey as the primary method of data collection. The
data collected from 600 online participants. The fact that advertisers use multiple platforms to
send their information to targeted customers means the consideration of digital platforms still
lags. The nature of approaches taken by an organization to persuade in the advertisement
platforms calls for the affirmation of the sense of professionalism in a bid to gain consumers,
loyalty.

Mr. Samir Dholakiya and Dr. Vishal Doshi (2022)

The study will try to reveal the effect in the sense of whether the customer’s behaviour is
influenced by the advertisement or not. How the people of different demographic profile
persuade the advertisement in the relation of buying behaviour. This study uses secondary data
for data collection. The study reveals people from different culture is having different perception
about advertisement, Advertisements are economic activities used to influence consumers and
Most of the respondents are highly affected by the advertisement. Advertisements are creating
curiosity as a tool of promotion and advertisements are having good effect on convincing the
consumer for buying certain products.

Adeolu B. Ayanwale, Taiwo Alimi and Matthew A. Ayanbimipe (2017)

The proliferation of assorted brands of food drinks in the country has led to cutthroat competition
for increased market share being witnessed among the operators in the food drink industry.
When competition is keen and the consumers are faced with brand choice in the market, it
becomes imperative for the manufacturers to understand the major factors that can attract the
attention of buyers to his own brand. This study, which was based on a survey of 315 randomly
selected consumers of food drinks in Lagos, Ibadan and Ile-Ife, cities in Southwestern Nigeria,
examined the role played by advertising in influencing consumers preference for Bourn Vita,
which is one of the leading food drinks in the Food and Beverage industry in Nigeria. Results
revealed that both male and female and different age groups were equally influenced by
advertising in their preference for the brand. 38.73% of the consumers showed preference for
Bourn Vita out of the various brands of the food drink studied. The major reasons advanced for
the preference are its captivating advertising (42.62%) and rich quality (40.16%). TV advertising
was most preferred by 71.43% of the respondents of all the media used in advertising Bourn
Vita.
Fayq AI Akayleh (2021)
This paper is pioneering in that it investigates the effects of social media marketing on consumer
buying decision in the context of consumers in Riyadh City. The purpose of this study is to
investigate the impact of e-marketing in the context of consumers in Riyadh City, Saudi Arabia.
The research methodology is of quantitative type using the simple random sampling. Data were
collected through a questionnaire distributed to a sample of 1,425 social media consumers. The
results of the study indicate that social media advertising significantly influence consumer
buying decision. Gender, age, and culture of consumers have significant moderating effects
whereas income and education have insignificant effects on the relationship between consumer
buying decision and social media advertising.

Gangineni Dhananjhay (2022)

Advertising has been determined to have a negligible and, in some circumstances, a negative
impact because of the widespread belief that commercials include only half-truths and outright
lies. Due to a lack of legal regulation, advertisers were free to overstate the benefits and
performance of their products, which led to a loss of trust in the advertising message. But there
are some themes that overall experience. According to the findings, consumers in rural areas are
more impacted by commercials while making product purchases than those in urban areas.
Media advertisements have a strong influence on the buying habits of the public. Businesses
utilize the media to spread the word about their products because customers are drawn to
products marketed in the media. Many participants in this survey favoured advertising above
other forms of communication.

Oluwabunmi A Falebita, Christopher F Ogunlusi, Adeniyi T Adetunji (2018)

This study is intended to analyse the impact of advertisement in consumer behaviour. The
purpose of this paper is to examine the impact of advertisement in consumer
behaviour. Convenience sampling is used for the study. All together 250 questionnaires were
distributed to the customers from Kathmandu City and only 200 questionnaires were
received. Most of the respondents have taken advertising as promotional tools that can convince
the customers towards the products the study shows that the customers are highly affected by the
advertisement as it creates curiosity on the customers and it provides information of the products,
which is also important for the customers before buying any goods and services. So, there is a
positive impact of advertisement on consumer behaviour. According to the respondents,
television is more effective media to influence and convince the audience towards the advertised
products.

Dr. Naveen Kumar, Dr. Vijay Kumar Gangal and Kirti Singh (2011)
The study attempts to analyse the impact of advertising on consumer buying behaviour. Market
provides a key to gain actual success only to those brands which match best to the current
environment i.e., "imperative" which can be delivered what are the people needs and they are
ready to buy at the right time without any delay. The study clearly reveals that the advertisement
has its impact on buying behaviour of consumers. therefore, it is advisable to companies to
emphasize their advertisement campaign not only to retain their market but to height it also. The
study, based on an analytical approach on a survey of 200 randomly selected consumers in Agra
city, examined the role played by advertising in influencing consumers buying behaviour for
Nestle, which is one of the leading nutrition, health and wellness company. Results reveal that
consumers are highly influenced by advertising in their preference for the brand. The mean value
of the consumers’ preference for Nestle is 4.36 which is the highest in comparison to the various
brands. The major reasons for this preference are its attractive advertising policy and rich quality.
In this reference, the survey reveals that TV advertisements of Nestle influence the buying of
consumers the most. The creative presentation and language of TV advertisements of Nestle are
successful to convey Message, Emotion, Value system regarding the product.

Bundit Pungnirund (2013)

The study focused on how the marketing mix affects customers' purchase behaviour. This study
showed that customers of different ages had different buying patterns. Customers who were 24
years old or younger made fewer purchases than those who were between the age groups of 25
and 34. Customers between the ages of 25 and 34 who've been employed, with income, and thus
are interested in purchasing new homes and home furnishings are the cause for the difference.
The marketing mix's elements of price, location, and product had an impact on customers'
purchasing decisions. This study also discovered that the physical environment and process of
the marketing mix had an impact on the amount that was purchased. The physical environment
and process are therefore proven to have a significant influence on customer purchasing
behaviour. In order to attract more customers, the Chatuchak plaza market should think about
improving the physical surroundings. Examples are keeping the market clean, providing
adequate lighting, and expanding the parking lot. Additionally, they need to pay more attention
to the plaza's proper opening and closing hours, the accuracy of item inspection, the speed and
accuracy of cashier service, the insurance or warranty of the products, and the standard of
product delivery.

Muhammad Ehsan Malik, Muhammad Mudasar Ghafoor, Kashif Hafiz, Qasim Ali Nisar,
Hira Hunbal, Muhammad Noman, Bilal Ahmad (2013)

Brand image and advertisement have a positive and strong impact on customer buying
behaviour. People are conscious about purchasing branded products. People's awareness of a
brand, together with their perception of the brand, loyalty towards the brand, and associations
with the brand, will considerably strengthen the brand's image in their minds and have an impact
on their purchasing behaviour. Advertisement and brand image are crucial for every firm to
succeed. This research claims that advertising is a crucial marketing strategy used today to attract
more customers. Companies and businesses can apply the findings of the study to enhance their
marketing and promotional tools in order to attract in more customers.

Mrs. K.R. Mahalaxmi, P. Ranjith (2016)

The study showed that regardless of educational background, consumers are aware of digital
channels, and customers prefer using digital channels to purchase any kind of product. The study
revealed that most people prefer to shop and purchase electronics through digital channels, and
they are increasingly buying convenience goods through these channels. The results also showed
that customers are aware of digital marketing. Digital channels play a critical role in increasing
sales of any company's products as the world evolves to a digital era. Furthermore, efficient
advertising can improve sales of convenience goods through digital channels, and customers
express satisfaction with the products they purchase through these channels, showing a
favourable trend for digital channels in customer purchasing decisions. Although this may
change in the future, digital channels now have little impact on shifting customers' perceptions
about their purchasing decisions. The study was restricted to a certain area, therefore it might not
necessarily apply to other places with different consumer behaviour patterns.

Aakriti Bista, Anjan Bhujel, Anushka Rajbhandari, Asad Ali and Babita Pantha (2022)

The study revealed that social media usage has a favourable impact on customer buying
behaviour. It also revealed that the use of social media, privacy concerns, confidence in
information, perceptions of dependability and security on social media have positive effects on
consumer purchasing behaviour. It suggests that increased social media usage influences
customers' buying behaviour. Consumers' buying behaviour is positively impacted by privacy
concerns. It indicates that increased privacy in social media influences users' buying decisions.
Moreover, trust in information influences consumer purchasing decisions positively. It indicates
that more accurate and better information is used in social media marketing to influence
consumers' buying decisions. Similarly, social media security influences customer purchasing
decisions positively. It means that an improvement in social media security encourages users to
make more purchases. The social media revolution has altered the marketing environment. The
procedure of marketing communication has also been strengthened. While making decisions
about what to purchase, consumers generally rely on the recommendation or opinion of a friend
or co-worker inside their social media network. The study also came to the conclusion that the
most important factor determining how consumer purchasing behaviour has changed is social
media usage, which is followed by information trust, workplace security on social media, sense
of reliability, and concern.

Ramzan Sama (2019)

According to the findings, newspaper advertisements influence all five stages of consumer
behavior such as awareness (AWR), interest (INT), conviction (CON), purchase (PUR), and
post-purchase (PPUR). The influence of television and the Internet on consumer AWR, INT, and
CON is statistically evident. Advertisements in newspapers have a major impact on AWR, INT,
CON, PUR, and PPUR behavior. Furthermore, magazine advertisements have a significant
impact on PUR and PPUR behavior. Consumers' AWR, INT, and CON stages are influenced by
internet advertisements. Consumers are bombarded with hundreds of advertising messages in the
age of the digital revolution. This necessitates the creation of a media mix strategy by managers
in order to break through the chaos and generate the necessary impact. When selecting a medium
for displaying advertising, care should be taken to ensure that the advertiser's objectives are met.
TV is the best medium for marketers who want to remind customers on a regular basis.

Dr. Sindhya. V (2013)

The study has found that among student teachers, the level of knowledge of the impact of
advertising is significantly higher than expected. Many of them actively watch media in order to
learn about new goods, and market trends, and to compare their offerings to those of other
companies. Compared to urban students, rural students are more influenced by consumer culture.
While the majority of male students are more interested in automobiles and electronic
equipment, the majority of female students are more interested in jewellery and cosmetics.
Even though commercials frequently contain information that applies to all personality types,
some consumers choose to overlook part of this information and instead depend heavily on
advertising promises and personal experience when making decisions about the offered products.
On the other hand, some consumers wait to make decisions about purchasing products until the
advertising promises have some support. In order to develop students into socially aware,
individually accountable, and independent decision-makers, the study suggests that students
require exposure to and education in a variety of subject areas.

Amit Kumar (2019)

This study on consumer behaviour explains how individuals make decisions when making
purchases. It provides an explanation of how, when, and why customers make purchases. All of
these solutions depend on the precision with which knowledge of customer behaviour is held.
Thus, proper information refers to the cultural, sociological, psychological, and other elements
that influence customer behaviour. The nature of consumer behaviour is complex. The level of
consumer participation in the purchasing process determines how different consumer preferences
are. To attract customers, service providers in the market must act as a psychologist. The success
of the marketing plan is solely dependent on the aspects that influence buyer behaviour in any
way. Making a market that is favourable and customer-focused can be done by keeping in mind
the factors influencing purchasing behaviour. Marketers need to be creative and understand
consumer behaviour in the age of globalisation. The purchasing habits of consumers offer
marketers crucial cues and pointers. For marketers, these tips and hints are the keys to success.

Onewo Theophilus Tobi, Morakinyo Dauda Ayodele, Akintan Akinyemi Akindele (2020)

The study concluded that corporate internet advertising if used effectively, gives advertisers an
advantage. The analysis revealed that the majority of internet users access information about
company products/services on those companies' websites. The corporate website's e-payment
solutions help customers complete and validate financial transactions. In addition, the study
found that perceptions of the credibility of online advertising influence users' decisions to buy.
All examined credibility elements, including data security, privacy, and trust, have an impact on
purchasing decisions. Companies should limit their exposure to liability for the collection, use,
and maintenance of personal data. Only pertinent data should be gathered, as doing so would
assist in minimizing perceived risks. Among other things, it was advised that businesses increase
the amount of online advertising they use to induce positive consumer behaviour.

Perumal Prasath, Archchana Yoganathen (2018)

The marketer uses social media for advertising purposes. According to this study, companies
utilize social media marketing to communicate with customers. Social media marketing has
provided firms with a new way to interact with and influence consumer purchasing behaviour.
Individuals use social media to share their experiences, reviews, information, advice, cautions,
suggestions, and any other topics that are of interest to their "connection" or friends. Marketers
capitalise on this opportunity by developing marketing techniques that may assist them to attract
more customers. Consumer behaviour and satisfaction have recently been important assets for
every firm seeking to establish a market position and increase profitability. Organizations are
using social media techniques for this goal. With the help of social media marketing, consumers
are once again at the centre of business, and marketers have access to a new set of tools to
engage with them and creatively incorporate them into companies. Marketers must understand
how social media has influenced consumer purchasing behaviour.

E. K. Bonney (2014)

The study revealed that participants find advertisements to be appealing, interesting, and
informative. In addition to advertisements, customers are very concerned with product quality,
endorsements, packaging, and customer satisfaction. Some people mentioned that advertisements
could sometimes be misleading and deceptive. The majority of customers, according to the
findings, are satisfied with their purchases of advertised goods during the post-purchase stage.
Advertising is inadequate to attract in and retain customers. While advertisements may be
used as a platform to inform or remind consumers of the presence of a product, more is required
for the consumer to make a purchase. For the consumer to behave in favour of the product, all
other aspects, including packaging, product quality, and endorsements, among others, must be
satisfied and convincing. To meet the expectations of potential clients, businesses must enhance
their services and pay greater attention to providing adequate information in advertisements.

Tashrifa Haider,Shadman Shakib (2017)

Through this study we can understood which factor influence more and least the consumer
buying behaviour , it is understood that Advertisements have major impact on the same. This
justifies an exploratory research type.

Getrude Mwakasege (2015)

We can understand that advertising influence the buying behavior of consumers for the forever
living cosmetic product using the AIDA marketing tool. In the study various promotional mix
elements have been used to persuade consumer buying, few of them are, event,word of
mouth,facebook advertising, DVD advertising, etc., Also advertising provides product
information, benefits, price, quality, product testimonial, etc for the consumers.

Jin Zhao, Rehan Sohail Butt, Majid Murad Farhan Mirza and Mamdouh AbdulAziz Saleh
Al-Faryan (2021)

From the study brand awareness improves the loyalty and buying patterns of the customers, this
is achieved when the perceived quality of the product by the customer is given by the product
owner.

R. Sunderaraj (2018)

It can be understood that online marketing is more effective and which has the benefit of
availability of variety of products and time saving for the customer. It is understood that as the
product is not physically available for verification, advertisement are only a source of influence
and attraction for the consumers. Through advertisement 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.

Ms. Anmol Randhawaand Mr. Javeed Ahmed Khan (2014)

We can understand that celebrities are not using those products which they themselves endorse,
also amous personalities are playing major role in creating an impact than Sports personalities
and other Film stars.

Abdullah Bin Junaid, Reshma Nasreen, Faheem Ahmed Jamia Hamdard (2013)

There is a biggest opportunity for herbal cosmetic industry to grab the cosmetic industry by
providing new and useful herbal products in more number.
Nwabuko, Blessing Ebubechi (2010)

It can understood that in this research the researcher states that Abia state advertisement has
influence the attitude of the residence of Isiama Afara community in Umuahia North Local
Government towards the purchase of Milo beverage. We can also understand that consumers of
Milo beverage prefer it because of its advertising strategies. Consumers believe that Milo
beverage is the best and Advertising message influence the consumers behavioral attitude
positively by making them to have clear and simple comprehensive message of the advertised
product.

Jihane Tabie (2021)

We can understand that many people are still unaware of the effect of advertisements on their
lifestyle and consumption/buying patterns, also we know it is impossible to monitor the adult’s
impulses so business do think that playing on emotional relations is a very convincing solution
for the issue. From the study it is understood that Customers are diligent about double checking
the product specifications mentioned in the advertisement after they place an order. It has been
concluded that properly planned advertisement have detrimental

Dr.T.K.Saravanakumar Mrs.M.Archana (2021)

Impacts on the advertisement, and while they are useful for recalling product brands, they are not
useful for actualizing two-wheeler purchases.

Ghulam Shabbir Khan Niazi, Javaria Siddiqui, Burhan Ali Shah, Ahmed Imran Hunjra
Quaid-i-Azam ,Quaid-i-Azam (2012)

It can be viewed that consumers decide to buy a product based on their emotional response,
rather that environmental response. The general understanding is that in environmental response
consumer purchases/shops without actual planning of buying the same contradictly in this study
consumer purchase those products from which consumer are emotionally attached.
Hartono. J & Irra. C. D., (2019)

In this article, Regression analysis method and Structural Equation Modelling method have been
used by the researchers to study the impact of Advertising variables and Brand image variables
on the Purchase intension of customers. Studied companies better not spend the same advertising
funds or even greater than their competitors but rather allocate the funds to change the minds of
the middle-low class people who are against online shopping to be willing to do online shopping.
Therefore, the existing market will be maximized, and the flow of money will be seen.

Sulaiman. H et. al., (2022)

This research involves users who have used the ShopeeFood platform. This study uses a
structural equation modeling (SEM) approach with software analysis moment structures
(AMOS) version 24 and Sobel Test to analyse the data collected via a survey conducted through
several social media platforms. Brand image, advertising, and promotion from the point of view
of the theory of planned behavior are significant antecedents that can influence an individual's
attitude to show certain behaviors as stated in several studies. Thus, this finding clearly states
that the theory of planned behavior (TPB) has strong relevance to explain the urgency of brand
image on purchasing decisions.

Fatimah. F et. al., (2013)

Rough Set Theory Method using the program DAT (Data Analysis Toolbox) operating in
MATLAB R2010a has been used in this article to study the influence of advertising
attractiveness on the purchase decisions of women and men. This research contributes to the
understanding of the consumer’s buying behaviour in the electrical appliances market. The
research problem was to study the influence of advertising attractiveness on the purchase
decisions of women and men. Research shows that even in the same group of customers,
difference sabound that make marketing to men and women another factor to consider.
Soraya. T.A. et. al., (2020)

The method used in this research is the survey method using a questionnaire as a means of
collecting data. This study uses SEM for data analysis. It is a statistical technique allowing us to
test a series of relatively complex connections simultaneously. Based on our survey result
regarding brand image using four indicators, we find that a higher brand image will lead to
higher purchase intentions. Brand image is essential because it can influence the consumer’s
preference and intention to buy a product. Empirically, this research finding is also consistent
with a prior study conducted by Shahid et al. (2017), concluding that brand image has a positive
effect on purchase intention

Harikaran. S et. al., (2018)

In this research convenience Sampling Method is used to collect data, which is a part of non-
probability sampling method. Processors and producers of Branded products should implement
modern marketing concepts that focus on the consumers’ needs and wants. Branded products
product marketing should understand (and implement accordingly) how changing consumer
preference and promotional programs have altered the demand for various different branded
products.

Rai. M.D., (2018)

The decision process of consumer is divided into five steps: Identification of problem, searching
for information, deciding between various choices available, making a decision, and then making
the final purchase . It is however not necessary that consumers go through these steps every time
they are mostly influenced through the various television advertisements past research on
advertisement has shown that characters are the main influencers on consumer behavior but the
roles of the consumer and involvements are the main influences on the buying behaviors of
consumers. Consumers are go through two stages while wanting to purchase goods or services.
These include mental as well as emotional stage and ultimately this satisfies the demand of the
consumers. There are various numbers of factors that impact the consumer behaviors. These may
be internal and external factors.

Vinod K.B. & Sharma. R, (2009)

A total of 1000 questionnaires were circulated among the respondents. Out of these 866
questionnaires were considered reliable and fit for analysis. The means, grand means and
analysis of variance (ANOVA) were used for bringing out the results. The study suggests that
rural teenagers like television advertising more than their urban counterparts. Though there is
significant difference in the perception of both rural and urban teenagers that demand for product
purchase is influenced by TV advertisements still the rural teenagers are more under the
influence of TV advertisements. Male teenagers’ buying behaviour is more influenced by
television advertisements than their female counterparts.

Juao C.C., (2014):

The data was collected from 2108 students from all over Goa. In all, 41 Schools, 32 Higher
Secondary, 17 Colleges were visited for the purpose of collecting the data besides University. In
order to analyze the data, depending about the nature of objective and the requirements, the
statistical tools such as Chi square, independent sample‘t’ test , ANOVA were used. The
students choice to watch advertisements is not influenced by the ownership of T.V. at home. The
students like the advertisements because of the commercial message it carries. They also like
advertisements because of the popular models acted in it. This signifies that the education of the
students plays an important role in the thinking process of the students. It makes them to think in
a broad way. The students used their maturity gained through the education to respond the
statements to obtain their views on advertisements.

Shahram. G et. al., (2013)

The emergence of the Internet as a new media in communication and advertising realm has
prompted researchers to carry out research in this field that two commonly used strategies
include awareness and entertainment strategiesand each of them will be selected depending on
product complexity and customer behavior. Including advantages of internet advertising can be
cited to two-way communication with the audience, relatively low cost, universal and boarding
access. Internet advertising is efficient on consumer behavior in process of products purchase.

Swati. J & Kamal K.V., (2021)

This study is based on previous studies. Different research papers have been collected by using
the internet. Journals, research scholar and Google scholar has been used to collect the secondary
data. The review reveals that the most important factor i.e. attitude has a very significant and
positive impact on the consumer buying decision. So, before recommending any ad online it is
important to understand the consumer’s attitude towards online ads. Advertisers also need to gain
the trust of the consumers who are visiting their site and purchasing online. Consumers'
experience with an online purchase after clicking on online advertisements is also very important
to be considered. A study of Post-purchase behaviour can help understand the issues of the
consumers.

Humaira Mansoor Malik ,Muhammad Mehtab Qureshi (2016)

This study is undertaken to know how celebrity endorsements affect the buying behavior. Here
they have taken the following attributes: gender, attractiveness, credibility, endorser type,
multiple celebrity endorsements & multiple product endorsements to know how these factors
have an impact on buying behavior. The data was collected from 150 people with a standard
questionnaire and analysis of the result by SPFF software.the first 5 factors got positive response
but the last factor got negative response.
This study was planned to examine how different dimensions and attributes of celebrity
endorsers (i.e., gender, attractiveness, credibility, endorser type, multiple celebrity endorsements
& multiple product endorsements)would impact a consumer’s buying intentions. Correlation
results indicate that there is a positive relationship between independents including gender,
attractiveness, credibility, endorser type, multiple celebrity endorsements and the consumer’s
buying intentions with the value of 0.406, 0.438, 0.358, 0.556 & 0.565 respectively, except
multiple product endorsement that shows the negative relationship with consumer’s buying
intentions (dependent variable) by depicting the value (-0.164). Hence by considering the values
of correlation all the hypotheses were accepted except H: 6 which was rejected.

Akwasi Ampofo(2014)

this study is Using a sample of 100 respondents of mostly the young, we ran regressions and
found that advertising does influence expenses incurred on cosmetics products but much
influence on the purchase of cosmetic products results from one’s income or pocket money
available, and other factors like price of the product, the brand and other people’s
recommendation concerning the product.
10 females who use cosmetic products and they stated that their reason for using them was to be
confident and elegant. According to them, the mere thought of others recognizing their physical
looks boosts their morale and makes them give their best. They added that they are loyal to a
brand of cosmetic product they have been introduced to by their family, particularly their
mothers and do not consider changing those brands for any other, irrespective of the adverts
made on those products.

T. Ravikumar (2012)

In this study we can clearly see how visual media affects the buying behavior of women.For this
study women from different ages and backgrounds have been selected and asked to fill the form.
From collected data we can interpret that many people do not watch movies in cinemas and
mostly women like to watch TV at 7p.m to 11p.m. Many women tend to buy cosmetic products
from the advertisements.
About 81.3% (468) of the respondents are used to watch advertisements shown in television,
cinema theaters and internet.The dominant sample population (85.4%) indicates that visual
media advertisement is the most preferred medium of advertisement.As far as kind of visual
media advertisement is concerned, visual media advertisements related to cosmetics (32.8%) is
more preferred by the respondents. It is quite obvious that women are more inclined towards
cosmetics.The sample specifies that innovative ideas used in visual media advertisements attract
them mostly (33.7%). 31.4% of the respondents indicate that picturization of the advertisement
attracts them mostly.

Mohd Shuaib Siddiqui (2021)

This study is undertaken to understand how various factors affect the buying of consumers in
rural areas. For this study we have taken factors like point of sales, advertisement, family
members ,self,advertisement are considered while purchasing a product. We have taken into
account other factors like the income level of the people while buying.After analyzing we can
see that advertising plays a major part in the buying behavior of people in the rural market.
advertisement is the leading factor in purchasing behavior of the people in rural areas with 44%
having mentioned that they tend to buy products after seeing advertisements. The null hypothesis
(H1) is accepted and the outcome exposes that, for income slabs between Rs 5k-10k less
influenced by family members as compared to other income level groups.

Randall Lewis, Justin M. Rao, and David H. Reiley (2013)

We view experimentation on the individual level with the ad delivery linked to purchasing
behavior as a true game changer offered by digital media as compared to traditional counterparts.
Whether in search or display, new advertisers can gather feedback that is immune from the
biases that plague observational methods. Another important advance is computational
advertising. More people are viewing TV through devices like the Xbox and through services
like Google TV, both of which link users to ads in systems similar to major web publishers.
Furthermore, these users often have identifiers that can link television, sponsored search, and
display ads for a single individual. Never before in the history of advertising has this been
possible. The ability to measure cross-channel effects with the reliability of randomized
experiments opens the door to many new questions for academics and many new strategies for
advertisers. As more forms of advertising become measurable on an individual level, our ability
to provide reliable estimates of advertising effectiveness will expand as well.
Nima Barhemmati and Azhar Ahmad (2015)

The research was done using a theoretical framework developed based on previous studies. In
conclusion, this paper has suggested what is possible, practical, and can be done by marketing
managers to increase their advertisements’ effectiveness through social media by knowing the
type of engagement shaped in audience, the shape of their emotional bond shapes and the effects
on consumer’s purchase behaviour people were more eager to spend their time on
Facebook.com. In addition, Google+ had the second highest score among the options.on the
other hand, represents number of hours respondents spent on the social networks on a daily
basis.respondents are influenced more by the people’s idea and feedback rather than seeing an
advertisement directly.

Rozina Imtiaz, Syeda Qurat ul Ain Kazmi, Maheen Amjad, Atif Aziz (2019)

Pakistan is amongst the countries in which social media usage is growing at a fast pace. The
results of this research reveal that the impact of female apparels brand social network marketing
not only helps consumers share their experiences and gather information but also provoke female
consumer’s purchase intention by getting them engaged. In other words, Pakistani brands
especially female apparel brands can use social network marketing as a marketing tool.
To measure the reliability of the constructs, Pilot testing has been carried out on 28 respondents
and Cronbach’s alpha was equal to 0.945 and on the basis of reliability analysis result the
questionnaire is considered valid for conducting research survey.the results of Alpha values that
deviate between α =0.834 and α= 0.92. Consumer Engagement with (α=.834, Mean=2.753,
SD=0.25) has the lowest reliability, while Consumer Purchase Intention with (α=.92,
Mean=2.543, SD= 0.114) has the highest reliability. Since all the above alpha values are greater
than 0.7, it indicates acceptable reliability.

Cheng Ling Tan.Kah Boon Lim, Jia Yin Leong (2020)

The aim of the study was to investigate the factors that influence Malaysian consumers' appetite
for social media advertising and purchase. In the era of social media, social media advertising, as
a new form of online media advertising, has the advantages and commercial value of information
transmission such as wide reach of users, high precision and relevance, deep user participation
and rich social scenes. Social media will become a force to be reckoned with and a new channel
for advertising. As an important means of effective advertising communication, advertising
performance strategy is one of the issues worth discussing in the development of social media
advertising.

Alice Z Zinyemba, Irvine Manase (2015)

From the study we can learn that. It can also be concluded that consumers prefer and understand
outdoor media more than any other media and very often it influences them to make a purchase.
Television and print media were the second and third media choices respectively within the
Marlborough residence. Only a few residents preferred the internet and radio mediums.
Zimbabweans are slow in adopting and accepting the internet as a media choice. More than 76%
of the respondents agreed to buy advertised products against those that are not advertised. It can
therefore be concluded that consumers in low density areas tend to buy advertised products as
opposed to those products that are not at all
advertised. It can be concluded from the results that messages in an advert are the most important
when it comes to convincing customers on what to buy.The majority of the respondents, 44
(58.7%) acquired information on the products they buy from advertisements.The majority of the
respondents (77%) pay attention to adverts no matter what type it is.35% of the respondents
preferred outdoor media while 25% of the respondents preferred television.

Fatma Çakir, Oya Eru (2013)

The implication of this survey suggests that consumers who participate in the survey find mobile
ads entertaining, and share the message with their environment if it is rewarded and think that
mobile advertising messages are more effective than the other ad types. Also consumers have a
positive view for mobile advertising messages sent during shopping and Mobile advertising
messages attract the attention of consumers. These results are limited by the responses to
questionnaire respondents. It can be said that companies might benefit from mobile advertising
in their marketing campaigns. Customers carry their mobile phones with them everywhere.
Based on these results, it can be said that the consumers who live in the center of Aydın are
influenced by the mobile advertising messages in supermarket purchasing.Also consumers have
a positive view for mobile advertising messages sent during shopping and Mobile advertising
messages attract the attention of consumers. Therefore, the supermarkets can achieve positive
results when they send the appropriate message to the appropriate person to develop and submit
applications in mobile advertising.

Ahmed, S., & Ashfaq, A. (2013)

About 21% of the respondents propose that they give second priority to the appeal of quality,
19% to the persuasiveness and 15% to the elemeny of entertainment and information, while
about 17% have third prioruty to the appeal of celebrity endorsement, 14% to the prize and 12%
to prize schemes. The present research paper is focusing on the impact of advertising on
consumer's behaviours. Brand image, persuasiveness and celebrity endorsement in the
advertisement are the key factors, ehich raise the consumers' intentions towards the product and
buying behaviours.

Rai, N. (2013)

The findings of the present study are that advertisement worldwide influence the behaviour and
attitude formation of consumers not only in India but also worldwide. It is ubiquitously accepted
fact that advertisements can bestow special attributes upon a product or service that it may have
lacked otherwise. The study focuses on identifying the influene of advertisements on the
consumer behaviour and attitude with special reference to consumer durables.

Huang, X., & Cai, R. (2021)

It is found that product semantic perceptions has significant influences on impulse buying
through the mediation effects of expected inaction regret. Furthermore, self control significantly
moderates the influences on impulse buying. This study establishes strong links among product
semantic perception, expected inaction regret, and impulse buying for internet products in the
context.

Chukwu, B. A., Kanu, E. C., & Ezeabogu, A. N. (2019)

The fact that advertisers use multiple platforms to send their information to targeted customers
means the consideration of digital platforms still lags. The nature of approaches taken by an
organization to persuade in the advertisement platforms calls for the affirmation of the sense of
professionalism in a bid to gain consumers, loyalty. This research is crucial to marketing
managers since they can get an idea of how they should increase the objectivity of their
advertisements and which media is appropriate for their advertisements.

De Mooij, M. (2019)

The study reveals people from different culture is having different perception about
advertisement, Advertisements are economic activities used to influence consumers and Most of
the respondents are highly affected by the advertisement. Advertisements are creating curiosity
as a tool of promotion and advertisements are having good effect on convincing the consumer for
buying certain products. The study will try to revel the effect in the sense of whether the
customer’s behavior is influenced by the advertisement or not. How the people of different
demographic profile persuade the advertisement in the relation of buying behavior

Ayanwale, A. B., Alimi, T., & Ayanbimipe, M. A. (2005)

Results revealed that both male and female and different age groups were equally influenced by
advertising in their preference for the brand. 38.73% of the consumers showed preference for
Bournvita out of the various brands of the food drink studied. The major reasons advanced for
the preference are its captivating advertising (42.62%) and rich quality (40.16%). TV advertising
was most preferred by 71.43% of the respondents of all the media used in advertising Bournvita.
The proliferation of assorted brands of food drinks in the country has led to cutthroat competition
for increased market share being witnessed among the operators in the food drink industry.
When competition is keen and the consumers are faced with brand choice in the market, it
becomes imperative for the manufacturers to understand the major factors that can attract the
attention of buyers to his own brand.

Akayleh, F. A. (2021)

The results of the study indicate that social media advertising significantly influence consumer
buying decision. Gender, age, and culture of consumers have significant moderating effects
whereas income and education have insignificant effects on the relationship between consumer
buying decision and social media advertising. This paper is pioneering in that it investigates the
effects of social media marketing on consumer buying decision in the context of consumers in
Riyadh City. The purpose of this study is to investigate the impact of e-marketing in the context
of consumers in Riyadh City, Saudi Arabia.

Dhananjhay, G. (2022)

According to the findings, consumers in rural areas are more impacted by commercials while
making product purchases than those in urban areas. Media advertisements have a strong
influence on the buying habits of the public. Businesses utilize the media to spread the word
about their products because customers are drawn to products marketed in the media. Many
participants in this survey favored advertising above other forms of communication. Advertising
has been determined to have a negligible and, in some circumstances, a negative impact because
of the widespread belief that commercials include only half-truths and outright lies. Due to a lack
of legal regulation, advertisers were free to overstate the benefits and performance of their
products, which led to a loss of trust in the advertising message. But there are some themes that
overall experience.

Manandhar, B. (2018)

Most of the respondents have taken advertising as promotional tools that can convince the
customers towards the products the study shows that the customers are highly affected by the
advertisement as it creates curiosity on the customers and it provides information of the products,
which is also important for the customers before buying any goods and services. So there is a
positive impact of advertisement on consumer behavior. According to the respondents, television
is more effective media to influence and convince the audience towards the advertised products.
This study is intended to analyze the impact of advertisement in consumer behavior. The purpose
of this paper is to examine the impact of advertisement in consumer behavior.

Kumar, A., NOIDA, G., Gangal, D. V. K., & SINGH, K. (2011)

Results reveal that consumers are highly influenced by advertising in their preference for the
brand. The mean value of the consumers’ preference for Nestle is 4.36 which is the highest in
comparison to the various brands. The major reasons for this preference are its attractive
advertising policy and rich quality. In this reference, the survey reveals that TV advertisements
of Nestle influence the buying of consumers the most. The creative presentation and language of
TV advertisements of Nestle are successful to convey Message, Emotion, Value system
regarding the product. The study attempts to analyze the impact of advertsing on consumer
buying behaviour. Market provides a key to gain actual success only to those brands which
match best to the current environment i.e. "imperative" which can be delivered what are the
people needs and they are ready to buy at the right time without any delay. The study clearly
reveals that the advertisement has its impact on buyimg behaviour of consumers. therefore, it is
advisable to companies to emphasize their advertisement campaign not only to retain their
market but to height it also.
 CHAPTER III

RESEARCH METHODOLOGY:

The research will employ quantitative research methodology and a structured questionnaire will
be used as the primary data collection tool. The study will be conducted through an online survey
using Google Forms. The questionnaire will consist of only closed-ended questions.

Data Collection:

The data and information is collected only from primary sources.

Primary Sources: The data will be collected from the respondents through questionnaire.

Sample Size:

The sample size used for the study is 100.

Sampling Technique:

Convenient sampling technique is used in this study to collect the data.

Sampling Design:

It is difficult to collect and analyze data from a large population. Hence, this study will focus on
the people in Vellore District.

Tools For Data Analysis:

The tools used for analysing the data collected are percentage analysis, pie chart and bar
diagram.

Period Of The Study:

The period of study is from 1st march 2023 to 15th march 2023
 CHAPTER IV

DATA ANALYSIS AND INTERPRETATION:

1. GENDER

Gender No of respondents Percentage

Male 63 63%

Female 37 37%

Interpretation:

The above table and pie chart show the number of respondents who participated in the survey. It
is seen that the majority of respondents are female, which is 63% of the total respondents, while
the remaining 37% of the respondents are male.
2. AGE

Age No of respondents Percentage

Below 20 years 38 38%

20 to 29 years 57 57%

30 to 39 years 3 3%

40 years 2 2%

Interpretation

The table and pie chart represent the age group to which the respondents belong, and it is seen
that 57% of respondents belong to the age group of 20 to 29 years, over 38% of respondents
belong to the age group of below 20 years, 3 responses are from the age group of 30 to 39 years,
and 2 responses are from the age group of 40 years
3. QUALIFICATION

NUMBER OF
QUALIFICATION PERCENTAGE
RESPONDENT

School student 76 76%

Bachelor’s degree 13 13%

Master’s degree 4 4%

Working 7 7%

INTERPRETATION:

Looking at the pie chart we can say that 76 percent of the respondents are pursuing their
bachelor degree, 13 percent of the respondents are pursuing their master’s degree, 7
percent of respondents are working professionals and 4 percent were students.
4. Does advertisement have influence on your purchasing behavior

INFLUENCE ON
NUMBER OF
PURCHASING PERCENTAGE
RESPONDENT
BEHAVIOR

Yes 79 79%

No 7 7%

Maybe 14 14%

INTERPRETATION:

The above bar chart shows whether advertisements influence the purchasing behaviour.
79 percent of respondents accepted while 14 percent feel that advertisements don’t
influence the purchasing behavior and 7 percent people feel that it sometimes influences
their purchases.
 5. Which type of advertising is most effective in influencing purchasing decisions?

ADVERTISING NUMBER OF
PERCENTAGE
MEDIUM RESPONDENT

Television 30 30%

Online platforms 55 55%

Radio 2 2%

Outdoor advertising 7 7%

Print media 6 6%

INTERPRETATION:

The chart shows which type of advertising is most effective in influencing the purchasing
decisions. 55 percent of respondents feel online platforms influence their purchase decisions,
30 percent of respondents think television and 7 percent think outdoor advertising as an
effective one while 6 percent voted for print media and 2 percent radio as effective
advertising techniques which influence their purchasing behavior.
 6.How often do you make an impulse purchase after seeing an advertisement?

Factors No. of Respondents Percentages

Always 25 25%

Sometimes 51 51%

Rarely 20 20%

Never 04 4%

INTERPRETATION

From the above chart, it is clear that the majority (51%) of the respondents have given only
sometimes they make an impulse purchase. 25% of the respondents feel advertisements always
make an impulse purchase. 20% of the respondents considered rarely and 04% of the
respondents were never felt to make an impulse purchase.
7.Which of the following advertising formats do you find most engaging?

Factors No. of Respondents Percentages

Video 53 53%

Audio 12 12%

Text 06 6%

Images 29 29%

INTERPRETATION

From the above chart, it is clear that the majority (53%) of the respondents feels video format is
most engaging. 29% of the respondents feel images format advertisement is most engaging. 12%
of the respondents considered audio and 04% of the respondents felt Text format of
advertisement is most engaging among customers.
8.How often do you look up a product after seeing an advertisement for it on social media?

Factors No. of Respondents Percentages

Always 16 16%

Sometimes 48 48%

Rarely 25 25%

Often 09 09%

Never 02 02%

INTERPRETATION

From the above chart, it is clear that the majority (48%) of the respondents has given only
sometimes. 16% of the respondents always. 25% of the respondents rarely. 09% of respondents
felt often and 02% of the respondents never felt.
9.Does the picture of a famous personality in the TV ad make you think that?

FACTORS NO. OF RESPONDENTS PERCENTAGE (%)

It must be expensive 21 21

the company must be big 38 38

the brand is facing intense

18 18
competition

It does not affect you 23 23

INTERPRETATION:

THE above table represents the responses received when asked what kind of a thought or image
is left on the audience when they see the image or video of a famous personality in the television.
To this, 21 respondents answered that they feel it must be expensive, 38 respondents think that
the brand must be big, while 18 respondents answered that they feel the brand is facing intense
competition and 23 respondents were not really affected by seeing a famous personality in the
television advertisement. The same data is represented in the form of a pie chart, above.

10.How often do you make a purchase after clicking on an online advertisement?

FACTORS NO. OF RESPONDENTS PERCENTAGE (%)

Always 20 20

Sometimes 41 41

Never 18 18

Rarely 21 21
INTERPRETATION:

The respondents were asked how often they make a purchase after clicking on an online
advertisement. Out of the 100 respondents, 20 respondents always made a purchase after
clicking on an online advertisement, while 41 persons made a purchase only sometimes, 18
persons never made a purchase after clicking on an advertisement and 21 persons made a
purchase after clicking on an online advertisement, only rarely. The responses received to this
question are also presented in a table format, above, for better understanding.

11.The more times an advertisement is viewed by a consumer, the more likely the consumer
is to and buy the product

FACTORS NO. OF RESPONDENTS PERCENTAGE (%)

Agree 28 28

Strongly Agree 25 25

Neutral 40 40

Disagree 5 5

Strongly Disagree 2 2
INTERPRETATION:

When the respondents were asked if viewing an advertisement more times by a consumer makes
them more likely to buy the product, out of the 100 respondents, 28 agreed that they’ll more
likely buy the product, while 25 strongly agreed to the statement, 40 persons answered that they
have a neutral opinion towards the statement, 5 disagreed to the statement and 2 strongly
disagreed to the statement, meaning that they do not buy the product just because they view an
advertisement more number of times. We infer the data from the table and pie chart above.

12.Which of the following factors is most likely to cause you to switch brands after seeing
an advertisement?

FACTORS NO. OF RESPONDENTS PERCENTAGE (%)

Price 22 22

Quality 40 40

Product features 27 27

Brand image 11 11
INTERPRETATION

From the above chart, it is clear that the majority (40%) of the respondents feel that quality is the
important factor which influences customers to switch brands after seeing an advertisement. 27%
of the respondents feel that product features influence them to switch brands after seeing an
advertisement. 22% of the respondents consider price as the factor which influences them to
switch brands after seeing an advertisement. 11% of the respondents feel that brand image
influences them to switch brands after seeing an advertisement.

13.Which of the following factors is most important to you when considering an

advertisement?

FACTORS NO. OF RESPONDENTS PERCENTAGE (%)

Relevance 20 20

Creativity 35 35

Brand recognition 29 29

Message clarity 16 16
INTERPRETATION

The above chart represents the factors that are important for customers when considering an
advertisement. For a majority (35%) of the respondents, creativity is an important factor when
considering an advertisement. For 29% of the respondents, brand relevance is an important factor
when considering an advertisement. For 20% of the respondents, brand recognition is an
important factor when considering an advertisement. For 16% of the respondents, message
clarity is an important factor when considering an advertisement.

14.Which of the following social media platforms do you think has the most impact on your
purchasing decisions?

SOCIAL MEDIA
NO. OF RESPONDENTS PERCENTAGE (%)
PLATFORM

Facebook 8 8
 Instagram 66 66

Twitter 2 2

Youtube 24 24

INTERPRETATION

The above chart represents various social media platforms which have an impact on the
purchasing decisions of customers. 66% of the respondents consider Instagram as the social
media platform which has the most impact on their purchasing decision. 24% of the respondents
consider Youtube, 8% of the respondents consider Facebook and 2% of the respondents
consider Twitter as the social media platform which has the most impact on their purchasing
decision.
15.Which of the following factors is most important to you when considering an
advertisement on social media?

Factors considering an advertisement on Response

social media

Likes and shares 22

Comments and engagement 46

Aesthetics and visuals 19

Message and content 13

Interpretation:

Based on the data provided, the factor that was considered most important when creating an
advertisement on social media was "comments and engagement", as it received the highest
number of responses with a total of 46. The next most important factor was "likes and shares"
with 22 responses, followed by "aesthetics and visuals" with 19 responses, and "message and
content" with 13 responses.
16. View towards most remembered aspect of advertisement

View towards most remembered Response

aspect of advertisement

Colour 14

Slogan 23

Theme 33

Punch Line 18

Celebrity 12

Interpretation

Based on the data provided, the most remembered aspect of an advertisement varied among the
respondents. The factor that was considered most memorable was "theme", with a total of 33
responses.
The second most remembered aspect of an advertisement was "slogan" with 23 responses,
followed by "punch line" with 18 responses. "Colour" was mentioned as the most remembered
aspect by 14 respondents, while "celebrity" was the least mentioned with only 12 responses.

17.How often do you feel like an advertisement accurately represents the product or service
it is promoting?

Advertisement accurately represents the

Response
product or service it is promoting

Always 21

Sometimes 66

Never 7

Rarely 6
Interpretation

Based on the data provided, a majority of respondents believe that advertisements only
sometimes accurately represent the product or service they are promoting, with 66 responses.

21 respondents indicated that advertisements always accurately represent the product or service,
while a smaller proportion of respondents (7) believed that advertisements never accurately
represent the product or service. Additionally, 6 respondents indicated that advertisements only
rarely accurately represent the product or service.

18.Have you ever felt mislead by an advertisement

Have you ever felt mislead by

Number of respondents Percentage
an advertisement

Yes 31 31%

No 30 30%

Maybe 39 39%
INTERPRETATION

From the above pie chart it is inferred that 31% felt that they were misled by an advertisement,
30% deny that they are not misled by advertisements and 31% are not sure whether they are
misled by advertisements or not.

19.How much does advertisements influence you to switch brands or try new products

How much does

advertisements influence
Number of respondents Percentage
you to switch brands or try
new products

Strongly influence 30 30%

Somewhat influence 61 61%

Do not influence 9 9%
INTERPRETATION

It is inferred from the table that 61% are somewhat influenced by advertisements to switch
brands or trying new brands, 30% are strongly influenced by advertisements to switch brands or
try new products and only 9 % are not influenced by advertisements regarding switching of
brands or trying new products.

20.Do you think that advertisers use emotions to influence your decision to buy a product
or service

Do you think that

advertisers use emotions to
Number of respondents Percentage
influence your decision to
buy a product or service

Yes 54 54%

No 20 20%

Maybe 26 26%
INTERPRETATION

It is inferred from the above pie chart that 54% think that advertisers use emotions to influence
the respondents decision to buy a product or service and 20% do not think that the advertisers
use emotions to influence the respondents buying decision.
 CHAPTER V

FINDINGS, SUGGESTIONS AND CONCLUSIONS

FINDINGS:

● More than 70 percent of respondents were pursuing a Bachelor's degree.

● Majority of respondents feel advertisements influence their purchasing behavior while 7
percent feel that it does not influence their buying decisions.
● More than half of the respondents think online advertising is an effective one and least
people prefer radio for effective advertising.
● Most of the respondents feel that only sometimes they buy a product with impulse
purchasing.
● Most of the customers felt Video format of advertisement has kept the customer most
engaging. Following that images and audio format of advertisement kept the customer
most engaging. Least was the text format of advertisement.
● The majority 48% of the respondents’ feelings only sometimes look up a product after
seeing an advertisement for it on social media.
● We can observe that the majority of the respondents, that is, 38 persons feel that the
company must be big, when they see the image or video of a famous personality in the
television commercials. Also, only 23 out of 100 respondents were unaffected by the ads
with celebrities.

● It can be seen that the majority of the people, that is, 41 respondents, only sometimes
made a purchase after clicking on an online advertisement. 18 respondents have never
made a purchase after clicking on an online commercial.

● Out of all the respondents studied, only 28 persons were more likely to buy a product
when they see an advertisement repeatedly, many times. It is to be noted that, 40
respondents replied they were neutral towards the statement. Only very few people
disagreed with the statement, which shows that only few people were not tempted to buy
a product, even after repeatedly seeing the promotional advertisements of such products.
● Most of the respondents feel that quality is the factor which causes them to switch brands.
Followed by quality, product features and price are the other factors which cause
customers to switch brands. Brand image is the least effective factor which influences
customers to switch brands.

● Creativity is the most important factor for the respondents when considering an
advertisement, followed by brand recognition and relevance. Message clarity is the least
important factor.
● 66% of the respondents indicated that Instagram has the most impact on their purchasing
decision. Facebook and Twitter have a significantly lower impact on their purchasing
decision.
● The effectiveness of social media advertisements is influenced by factors such as
engagement levels, visual appeal, and the quality of the message and content.
● When it comes to advertisements, people tend to remember the theme or overall message
of the ad more than specific elements like color, slogan, punch line, or celebrity
endorsements.
● The accuracy of advertisements in representing the products or services they promote
varies, with the majority of people believing that ads only sometimes accurately represent
what they are promoting.
● It is found that 31% of the respondents are misled by the advertisements.
● The findings included that 61% of the respondents are somewhat influenced by the
advertisements to switch brands or try new products.
● It is understood that 54% of the respondents strongly believe that the advertisers use
emotions to influence the consumers buying decisions.
SUGGESTIONS:

● Personalize advertising messages: Personalization involves using data to tailor

advertising messages to specific individuals or groups. By personalizing advertising
messages, advertisers can increase relevance and resonance with the target audience, and
improve the likelihood of a positive response. To personalize advertising messages,
advertisers can use customer data, such as browsing history, purchase history, or
demographic information.
● Use social proof and testimonials: Social proof is the phenomenon where people conform
to the actions of others because they believe those actions are the correct behaviour.
Testimonials are similar in that they are a form of social proof that involve using
endorsements from satisfied customers to encourage others to take action. By using social
proof and testimonials in advertising, advertisers can tap into the power of social
influence and increase the credibility of their message.
● Leverage emotions: Emotions play a crucial role in consumer decision-making, and
advertising that elicits strong emotional responses can be more effective at influencing
behavior than advertising that relies purely on rational appeals. Advertisers can use
different emotional appeals, such as fear, humor, or nostalgia, to create a connection with
the target audience and increase the likelihood of a positive response. However, it's
important to ensure that the emotional appeal is relevant to the product or service being
advertised and does not come across as manipulative or insincere.
● The frequency of impulse purchases after seeing advertising can vary greatly depending
on a number of factors, such as the type of product being advertised, the audience being
targeted, the specific advertisement itself, and the individual's personal preferences and
buying habits.
● However, research suggests that impulse buying is quite common, with some studies
suggesting that up to 51% of consumers make impulse purchases at some point. The
frequency of these purchases can vary, with some consumers making them frequently and
others only occasionally.
It's important to note that these statistics are just general trends and may not apply to every
individual or situation. Ultimately, the frequency of impulse purchases after seeing advertising
will depend on a variety of factors, including the effectiveness of the advertising itself and the
individual's personal buying habits and preferences.

1. There are several video formats of advertising that can be engaging for customers, and
the choice of format will depend on the product or service being advertised, the target
audience, and the goals of the advertising campaign.
2. When a customer only sometimes looks up a product after seeing an advertisement for it
on social media, it could be because they are not actively in the market for that product,
or they may not be familiar with the brand or product offering. Here are some suggestions
for how to encourage these customers to look up the product after seeing an
advertisement on social media:
Use compelling visuals, include a clear call-to-action, Highlight customer reviews, Offer a
discount or promotion, and Retarget with follow-up ads.

By using these strategies, you can increase the likelihood that customers will look up your
product after seeing an advertisement on social media, even if they are not actively in the market
for it at the time.

● The advertisers are suggested to bring in famous personalities for their advertisement and
other promotional activities, as it creates a positive and good opinion in the minds of the
viewers. Seeing celebrities in a commercial makes the people feel that the company is
huge and has a good reputation.

● Creating online advertisements in social media and other online platforms has chances of
promoting the sales of the company to a decent level, though it doesn’t help much. This
is because only 20% of the respondents always made a purchase by clicking on an online
advertisement, while 40% made a purchase only sometimes and 21% of the respondents
rarely made a purchase. So, taking steps to advertise online will definitely help in
promoting sales to a certain extent. Promoting the products using different techniques on
multiple social media platforms makes the product or service more visible to a consumer.
This helps in registering the product’s name and features in the minds of the consumers,
which is very important for the brand image of a product. 28% of respondents agree and
25% of the respondents strongly agree that they are more likely to buy a product, the
 more times they see the product advertisement, which clearly indicates that repeated
advertising will help in increasing the sales.

● Quality is the most important factor that influences customers to switch brands after
seeing an advertisement. Therefore, it is crucial to maintain and improve the quality of
products. Companies can provide warranties or guarantees that demonstrate their
confidence in the quality of the company’s products, and highlight these in
advertisements. Regular quality checks and feedback from customers can help in
identifying areas for improvement. Companies can highlight their product's unique
features and benefits in advertisements. This can help differentiate their brand from
competitors and attract customers. It is essential to offer competitive pricing that is
attractive to customers. Companies can offer promotions or discounts to encourage
consumers to try their products. Analyzing the pricing strategy and adjusting it if
necessary can help companies stay ahead of competitors. Building a strong brand
reputation and increasing brand awareness through various marketing and branding
initiatives can help retain customers and attract new ones. Conducting customer surveys
can help companies understand their customers' needs and preferences, which can be
used to improve product quality, features, pricing, and brand image. Regular surveys can
also help to identify areas of improvement and stay ahead of competitors.
● Create advertisements that are visually appealing, unique, and attention-grabbing. Use
interesting images, colors, and graphics that will engage the viewer and make your
advertisement stand out. Companies should make sure that their branding is consistent
across all marketing channels. They should use recognizable brand logos, colors, and
slogans that are easy to remember. Make the advertisement relevant by targeting the right
audience and speaking to their interests and needs. While message clarity may be the
least important factor, it is still important to ensure that the message is clear and easy to
understand. Companies should use simple language and avoid complex technical terms.
● Businesses should use a combination of social media platforms to maximize their impact
on purchasing decisions. Instagram and YouTube have the most impact on purchasing
decisions due to their emphasis on visual and video content, Facebook and Twitter can
still be effective platforms for businesses to improve their impact. To improve the impact
of Facebook and Twitter companies can use engaging visuals, personalise content, work
 with influencers, run targeted ads, and monitor and respond to customer feedback. By
implementing these strategies, businesses can effectively leverage social media to drive
purchasing decisions and increase sales. Influencer marketing can be an effective way to
reach a wider audience and increase brand awareness. It is important to understand the
target audience and their preferences on each platform to create relevant and engaging
content that will drive purchasing decisions.
● This suggests that engagement and interaction with the audience is a top priority when
creating social media ads, while factors such as visual appeal and message content are
also important but may be considered secondary to engagement.
● This suggests that having a clear and memorable theme, as well as a catchy slogan or
punchline, can be effective in making an advertisement memorable to viewers. While
color and celebrity endorsement can also be important, they may not be as impactful as
the overall theme and messaging of the ad.
● This suggests that there is a level of skepticism among consumers regarding the accuracy
of advertising, with a significant number of respondents indicating that advertisements do
not always provide an accurate representation of the product or service being promoted.
● Do not intend to hide important details of the product or service through an
advertisement.Any pertinent detail, including important terms of an offer, should be made
explicit in the advertisement itself. They have to be directly related to the main claim or
expressed nearby. Confirm the clarity of the price of the product or service being
advertised in the advertisements itself.Price should be consistent with the advertised
product and include all inclusive charges which are compulsory (such as VAT and
booking fees).Advertising is all about showcasing a product in the best possible way, but
avoid making exaggerated claims that could lead to confusion. But, blatant exaggerations
that are unlikely to be taken literally by the average consumer and are not likely to
deceive are acceptable. Verify that any credentials are clear. Advertisers can use
qualifying text (small print or footnotes) to explain a claim in an advertisement, but they
shouldn’t use it to conceal crucial details or in a way that falsely contradicts the claim in
the headline. For instance, it is frequently inappropriate to state “X% Off Everything! “*
and then add “*Exclusions apply.Advertisers should Keep in mind that they should have
sufficient proof before running an advertisement. Support all verifiable, objective claims,
keeping in mind the overall message that consumers will likely derive from the
advertisement. The sort of claim being made and the product in question will determine
the level of proof needed. For some health, aesthetic, or weight-loss claims, for instance,
rigorous clinical trials may be needed.
CONCLUSION:

In conclusion, advertising has a significant impact on consumer buying behavior. It can influence
consumers to buy products they may not have considered before, create brand awareness and
loyalty, and affect how consumers perceive a product's quality and value. Advertising can also
affect a consumer's decision-making process by providing information, creating emotions, and
promoting social and cultural values.

However, the impact of advertising is not always positive. It can sometimes mislead consumers,
create false expectations, and promote unrealistic standards of beauty, success, and happiness.
Additionally, some consumers may feel overwhelmed or annoyed by the sheer volume of
advertising they are exposed to daily.

Overall, the impact of advertising on consumer buying behavior is complex and multifaceted,
and it depends on several factors, including the type of product or service, the target audience,
and the advertising message's content and delivery. Therefore, it is essential for advertisers to use
ethical and responsible advertising practices that respect consumers' autonomy and provide
accurate and relevant information to help them make informed decisions.

It can be understood from the responses of the respondents that, a part of the respondents are
misled by the advertisements, irrespective of the different mode of advertisements prevailing
today.Majority of respondents think that advertisements influence them to switch brands or try
new product, which is an essential influential aspect of the advertisers.More than half of the
respondents, have a strong acceptance that the advertisers use emotions to influence the target
groups to influence their buying decisions significantly.
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