Impact of Advertising Mba Ggsipu Sem 4

A Project Report
on
IMPACT OF ADVERTISEMENT ON CONSUMER

BUYING BEHAVIOUR
Submitted in partial fulfilment of the requirement.

for the award of the degree of
Master of Business Administration
Submitted to: Submitted by:

Ms. Chanchal Phore Ankit Khatak
Assistant Professor Roll No.0724903922
MBA (4th Sem)
MAHARAJA SURAJMAL INSTITUTE

Affiliated to Guru Gobind Singh Indraprastha University
Batch (2022-2024)
Certificate
I, Mr. Ankit Khatak, Roll No. 07214903922 certify that the Project Report (MS-
202) entitled “Impact of Advertisement on consumer Buying Behaviour” is
completed by me and it is an authentic work carried out by me at Maharaja
Surajmal Institute. The matter embodied in this project work has not been
submitted earlier for the award of any degree or diploma to the best of my
knowledge and belief.
Signature of the Student
Date: 11/05/2024
Acknowledgement
I would like to express my sincere gratitude and appreciation to all those who have
contributed to the successful completion of this Project Impact of Advertisement on
Consumer Buying Behaviour. Without their support, guidance, and assistance, this
endeavour would not have been possible.
First and foremost, I would like to extend my deepest thanks to my project mentor, Ms
Chanchal Phore (Assistant Professor), for her invaluable guidance, expertise, and constant
encouragement throughout the project. Her knowledge and insights have been instrumental
in shaping the direction of my work.
I am grateful to Maharaja Surajmal Institute for providing me with the necessary

resources, facilities to carry out this project. Their support enabled me to complete this
report, implement innovative ideas, and overcome various challenges encountered along the
way.
In conclusion, I sincerely thank everyone who has played a role in the completion of this
report. Your support, guidance, and contributions have been invaluable and have made a
significant impact on its success. I am grateful for the opportunities and experiences gained
throughout this Summer Internship, which will undoubtedly shape my future endeavours.
Executive Summary
The "Impact of Advertisement on Consumer Buying Behaviour" project report presents

a comprehensive analysis of the various factors influencing consumer perceptions,
responses, and behaviours towards advertising. The primary objectives of the project
were to explore consumer perceptions, examine consumer responses, compare
advertising channels, assess brand loyalty and preference, and explore ethical
considerations in advertising practices.
The project delved into understanding consumer perceptions towards advertisements,
revealing a diverse spectrum of attitudes regarding credibility, relevance, and
noticeability of persuasive techniques. Through extensive surveys and data analysis,
the report uncovers insights into the effectiveness of different advertising channels, with
social media emerging as a prominent platform for grabbing attention and engaging
consumers.
Furthermore, the report investigates the impact of advertisements on consumer
purchase decisions, indicating a significant influence on buying behaviour, with a
considerable proportion of respondents reporting frequent or occasional purchases
based on advertisements. The study also highlights the importance of brand reputation
in purchase decisions, underscoring the need for companies to prioritize building and
maintaining trust among consumers.
Ethical considerations in advertising emerged as a crucial aspect of the project, with a
substantial majority of respondents expressing concerns about emotional manipulation
and emphasizing the importance of ethical advertising practices. This underscores the
significance of transparent and honest communication in advertising campaigns to
foster consumer trust and loyalty.
Overall, the project provides valuable insights into the complex dynamics between
advertisements and consumer behaviour, offering recommendations for companies to
enhance their advertising strategies effectively. By understanding and addressing
consumer perceptions, preferences, and ethical concerns, companies can optimize their
advertising efforts to drive positive outcomes and build enduring relationships with
consumers.
1. Exploring Consumer Perception: The study seeks to understand how
consumers perceive advertisements in terms of credibility, relevance, and the
noticeability of persuasive techniques. By exploring these perceptions, the
report aims to uncover insights into how consumers interpret and respond to
advertising messages.
2. Examining Consumer Response: Through surveys and data analysis, the
project aims to examine how consumers respond to advertisements and the
extent to which advertisements influence their purchase decisions. This involves
assessing the frequency and likelihood of consumer engagement with
advertisements across different channels.
3. Comparing Advertising Channels: The project seeks to compare the
effectiveness of various advertising channels, including television, social
media, print media, online banner ads, and outdoor advertising. By analysing
consumer recall and perception of these channels, the report aims to identify
which platforms are most impactful in reaching and engaging target audiences.
4. Assessing Brand Loyalty and Preference: The study aims to assess the
influence of advertising on brand loyalty and preference among consumers. By
exploring the frequency of brand switching and the importance of brand
reputation in purchase decisions, the report seeks to understand how advertising
contributes to shaping consumer preferences and behaviours.
5. Exploring Ethical Considerations: Ethical considerations in advertising
practices are a critical aspect of the project. The study aims to explore
consumers' concerns about emotional manipulation and the importance of
ethical advertising practices. By examining consumer attitudes towards ethical
considerations, the report aims to provide insights into the role of transparency
and integrity in advertising campaigns.
Overall, the purpose of the project is to provide valuable insights into the impact of
advertising on consumer buying behaviour, as well as to offer recommendations for
companies to optimize their advertising strategies and foster positive relationships with
consumers.
Content
S.No Topic Page. No.
1 List of Figures 2
2 List of abbreviations 3
3 Introduction 4-12
1.1) Introduction
1.2) Objectives of study
1.3) Scope of Study
1.4) Methodology
4 Literature Review 13-23
5 Data Presentation & 24-46

Analysis
3.1) Data Presentation

3.2) Data Analysis
6 Summary & Conclusion 47-54
4.1) Findings of the Study

4.2) Limitations
4.3) Suggestions & Scope
for further study
4.4) Recommendations
7 References/Bibliography
8 Appendices
1
List of Figures
Fig Page No.
1.1 4
1.2 8
1.3 11
1.4 12
2.1 13
2.2 14
3.1 24
3.2 25
3.3 26
3.4 27
3.5 28
3.6 29
3.7 30
3.8 31
3.9 32
3.10 33
3.11 34
3.12 35
3.13 36
3.14 37
3.15 38
3.16 39
3.17 40
3.18 43
4.1 47
4.2 51
4.3 53
2
ABBREVATIONS
1. Ad: Advertisement
2. TV: Television
3. SMM: Social Media Marketing
4. PR: Public Relations
5. ROI: Return on Investment
6. CPM: Cost Per Mille (Cost Per Thousand Impressions)
7. CTR: Click-Through Rate
8. SEO: Search Engine Optimization
9. SEM: Search Engine Marketing
10. UGC: User-Generated Content
11. KPIs: Key Performance Indicators
12. B2C: Business-to-Consumer
13. B2B: Business-to-Business
14. ROI: Return on Investment
15. CPA: Cost Per Acquisition
16. CPC: Cost Per Click
17. CTA: Call to Action
18. UX: User Experience
19. UI: User Interface
20. CRM: Customer Relationship Management
21. ABM: Account-Based Marketing
22. GDPR: General Data Protection Regulation
23. UGC: User-Generated Content
24. PR: PageRank
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CHAPTER-1
Introduction
(1.1) Impact of Advertisement on Consumer Behaviour:

(Fig-1.1)
Importance of Advertisement:
Advertisement is quite important in the workplace because it is one of the main media
approaches utilised by different enterprises to communicate with their target audience
and clients. Advertisements for a product or service are run with the goal of raising
attention of the target audiences, which is what marketers are aiming for. In the
unveiling and advancement of a product or service, advertising plays a critical role.
Whether people like it or not, it is now a requirement for everyone in daily life, whether
they are a manufacturer, a merchant, or a consumer.5 Client significance: Because
advertising serves such a large influence in individual’s lifestyles, they must be aware
that a new product is available. Customers will use advertisements to find the proper
products and everything they require. Individuals can assess and purchase the things
that best match their demands after they are aware of the product's range.6 It is
significant for sellers and businesses that manufacture things because it helps to
increase sales. It also aids producers or businesses in identifying and monitoring
progress of their competition. Furthermore, if a company decides to present or launch
a new product, advertising can increase its prominence and persuade customers to try
it. Additionally, advertising is seen as a technique of increasing client loyalty and, as a
result, inadvertently improves credibility.
Advertising plays a pivotal role in influencing consumer buying behaviour, shaping

perceptions, preferences, and ultimately, purchasing decisions. Its impact is far-
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reaching, encompassing various mediums such as television, radio, print, online
platforms, and social media. Through compelling messaging, imagery, and storytelling,
advertisers aim to capture attention, create desire, and prompt action from consumers.
In today's hyper-connected world, consumers are inundated with advertisements from

all directions, making it crucial for marketers to craft campaigns that stand out and
resonate with their target audience. Understanding the psychology behind consumer
behaviour is fundamental in designing effective advertising strategies. Factors such as
emotions, social influences, cultural norms, and personal values all play a role in how
individuals perceive and respond to advertising messages.
Moreover, advancements in technology have transformed the advertising landscape,

enabling personalized and targeted advertising that tailor’s content to individual
preferences and behaviour. This data-driven approach allows advertisers to deliver
more relevant and engaging content, further enhancing their ability to influence
consumer decision-making.
Overall, the impact of advertising on consumer buying behaviour is multifaceted and

dynamic, continuously evolving with changes in technology, society, and consumer
preferences. By leveraging insights into consumer psychology and employing
innovative advertising strategies, marketers can effectively influence purchasing
decisions and drive business success.
The impact of advertising on consumer buying behaviour is a multifaceted and dynamic

area of study that delves into the complex relationship between promotional messages
and consumer actions. Advertising, in its various forms and mediums, has long been
recognized as a powerful tool for shaping perceptions, influencing preferences, and
ultimately driving purchasing decisions.
At its core, advertising operates on the principle of persuasion. Through carefully

crafted messages, imagery, and appeals, advertisers seek to capture the attention of their
target audience and convince them of the value proposition offered by a product or
service. This persuasion process often involves tapping into psychological principles
such as cognitive biases, emotional triggers, and social influences to evoke desired
responses from consumers.
One of the keyways in which advertising impacts consumer buying behaviour is by

creating awareness. Through widespread dissemination of information about products
or brands, advertising helps to educate consumers about their options in the
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marketplace. By highlighting features, benefits, and unique selling points,
advertisements serve to inform consumers and guide their decision-making process.
Moreover, advertising plays a crucial role in shaping consumer attitudes and

perceptions. Through strategic positioning and messaging, advertisers can influence
how consumers perceive a product or brand, associating it with desirable qualities such
as prestige, reliability, or innovation. These perceptions, in turn, can significantly
impact consumer preferences and purchase intentions.
In addition to shaping attitudes, advertising also has the power to influence consumer
behaviour directly. By leveraging persuasive techniques such as scarcity, social proof,
or fear appeal, advertisers can prompt immediate action from consumers, whether it's
making a purchase, visiting a store, or engaging with a brand online.
Furthermore, the impact of advertising on consumer buying behaviour is not limited to

individual-level effects. Advertising also has broader societal implications, influencing
cultural norms, trends, and consumption patterns. Through mass media channels,
advertisements can shape societal values, aspirations, and lifestyle choices, contributing
to the formation of consumer culture.
In today's digital age, the impact of advertising on consumer buying behaviour is further
amplified by technological advancements and the proliferation of online platforms and
social media. These channels offer unprecedented opportunities for targeted
advertising, allowing advertisers to tailor messages to specific demographics, interests,
and behaviours.
Overall, the relationship between advertising and consumer buying behaviour is a

complex interplay of psychological, sociocultural, and technological factors. By
understanding how advertising influences perceptions, attitudes, and actions, marketers
can develop more effective strategies to engage consumers and drive desired outcomes.
(1.2) Objective of this Study-

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1. Exploring Consumer Perception: Understanding consumer perception in
advertising involves a deep dive into how individuals interpret and react to various
stimuli presented in advertisements. It encompasses the cognitive processes, emotions,
and biases that influence consumers' perceptions of brands, products, and marketing
messages. This exploration involves analysing factors such as visual elements,
messaging, tone, and brand positioning to determine how they contribute to consumers'
overall perception. By exploring consumer perception, marketers can gain valuable
insights into what resonates with their target audience, what elements are memorable
or impactful, and how to effectively communicate brand values and benefits.
2. Examining Consumer Response: Examining consumer response to advertising

involves studying how individuals react to marketing stimuli and assessing the
effectiveness of advertising campaigns. This examination encompasses measuring both
cognitive and behavioural responses, including ad recall, brand awareness, attitudes
towards the brand or product, purchase intent, and actual purchase behaviour. By
examining consumer response, marketers can gauge the success of their advertising
efforts, identify areas for improvement, and optimize future campaigns to better align
with consumer preferences and behaviours.
3. Comparing Advertising Channels: Comparing advertising channels involves

evaluating the strengths, weaknesses, and effectiveness of different platforms and
mediums for reaching and engaging target audiences. This comparison encompasses
traditional channels such as television, radio, print, and outdoor advertising, as well as
digital channels such as social media, search engines, display ads, and email marketing.
Marketers analyse factors such as reach, cost, targeting capabilities, engagement
metrics, and return on investment (ROI) to determine which channels are most suitable
for their specific objectives and target demographics.
4. Assessing Brand Loyalty and Preference: Assessing brand loyalty and preference
entails examining the degree to which consumers are committed to a particular brand
and prefer it over competitors. This assessment involves analysing various indicators
such as repeat purchases, brand advocacy, willingness to pay a premium, and brand
switching behaviour. Marketers also explore factors that influence brand loyalty and
preference, including product quality, brand reputation, customer service, and
emotional connections with the brand. By assessing brand loyalty and preference,
marketers can identify opportunities to strengthen brand relationships, retain loyal
customers, and differentiate their brand in a competitive marketplace.
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5. Exploring Ethical Considerations: Exploring ethical considerations in advertising
involves examining the moral principles, values, and standards that guide advertising
practices and their impact on consumer trust and well-being. This exploration
encompasses issues such as truthfulness, transparency, fairness, privacy, cultural
sensitivity, and the use of persuasive techniques. Marketers analyse the ethical
implications of their advertising strategies and messaging to ensure they align with
societal norms and expectations. By exploring ethical considerations, marketers can
build trust with consumers, enhance brand reputation, and contribute to a positive and
responsible advertising ecosystem.
(1.3) Scope of this Study-

(Fig-1.2)
Studying the impact of advertising on consumer buying behaviour offers a vast scope
with numerous avenues for research and analysis. Here are some key aspects within
this scope:
1. Psychological Factors: Understanding the psychological mechanisms that
underlie consumer behaviour in response to advertising is a crucial aspect. This includes
exploring concepts such as perception, motivation, attitudes, beliefs, emotions, and
decision-making processes influenced by advertising stimuli.
2. Segmentation and Targeting: Investigating how advertising influences different

consumer segments based on demographics, psychographics, and behavioural
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characteristics. This involves examining the effectiveness of targeted advertising
strategies in reaching specific audiences and eliciting desired responses.
3. Advertising Effectiveness Metrics: Analysing various metrics to assess the

effectiveness of advertising campaigns, including brand awareness, brand recall,
message comprehension, ad liking, purchase intent, and actual purchase behaviour.
Understanding which metrics are most relevant and how they correlate with consumer
buying behaviour is essential.
4. Cross-Media and Multi-Channel Effects: Exploring how advertising across

different media platforms and channels interacts to influence consumer behaviour. This
includes studying synergistic effects, cross-media attribution, and the role of integrated
marketing communications in shaping consumer perceptions and purchase decisions.
5. Cultural and Societal Influences: Examining how cultural norms, values,

beliefs, and societal trends impact consumer responses to advertising. This involves
considering cultural differences across regions, as well as broader societal shifts such
as technological advancements, globalization, and social movements.
6. Ethical and Regulatory Considerations: Investigating ethical dilemmas and

regulatory issues related to advertising practices, such as truthfulness, transparency,
consumer privacy, deceptive advertising, and the use of controversial or sensitive
content. Understanding how ethical considerations shape consumer trust and brand
perception is essential for responsible advertising.
7. Brand and Product Attributes: Assessing how advertising affects consumer

perceptions of brand attributes, product features, quality, and differentiation. This
includes examining the role of branding strategies, product positioning, messaging
tone, and visual elements in shaping consumer preferences and purchase intentions.
8. Long-Term Brand Building: Studying the long-term effects of advertising on

brand equity, customer loyalty, and brand reputation. This involves tracking brand
performance over time and evaluating the cumulative impact of advertising efforts on
brand perception and market share.
9. Emerging Trends and Technologies: Exploring the impact of emerging

advertising trends and technologies, such as digital advertising, influencer marketing,
native advertising, augmented reality, and artificial intelligence, on consumer
9
behaviour. Understanding how these innovations reshape advertising strategies and
consumer engagement is essential in a rapidly evolving media landscape.
10. Comparative and Cross-Cultural Studies: Conducting comparative studies

across different markets, industries, or time periods to identify patterns, trends, and
variations in the impact of advertising on consumer buying behaviour. This involves
considering factors such as economic conditions, competitive landscapes, and cultural
nuances that may influence consumer responses to advertising.
Overall, the scope of studying the impact of advertising on consumer buying behaviour
is broad and multidimensional, encompassing a diverse range of factors that shape
consumer perceptions, preferences, and purchase decisions in response to advertising
stimuli.
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(1.4) Methodology-
(Fig-1.3)
For this project, primary data was gathered, meaning that the information collected was
directly obtained from the research subjects rather than from existing sources. A total
of 103 individuals participated in this analysis, all of whom were selected using a
convenience sampling method. This method involves selecting participants based on
their availability and accessibility, rather than using random selection techniques.
The participants included individuals from different age groups and genders, although
the sample collection specifically targeted individuals between the ages of 20 and 30.
This age range was chosen to focus on a demographic that is often of particular interest
in various studies due to their transitional life stage and significant purchasing power.
The data collection process involved administering a questionnaire consisting of 15

closed-ended questions related to the project's objectives. Closed-ended questions
provide respondents with predefined answer choices, making it easier to quantify and
analyse the responses.
Once the data was collected, it was analysed using pie charts, which visually represent
the distribution of responses for each question. Pie charts are effective for illustrating
proportions and percentages, making them suitable for summarizing the findings from
closed-ended questions.
Overall, this project utilized primary data collected from 102 participants through a
convenience sampling method, focusing on individuals aged 20 to 30. The data was
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gathered using a questionnaire comprising 15 closed-ended questions, and the findings
were analysed using pie charts to visualize the responses.
Sampling Techniques
The sample covered for the study was of individuals belonging to the age group of18
to 28 & above. The questionnaires were circulated. Around 102 responses have been
collected for the study. Convenience sampling is a non-probability sampling method
where units are selected for inclusion in the sample because they are the easiest for the
researcher to access. It's one of the simplest ways to collect data from the selected
population.
Sampling Tools Survey Method:

A survey is a method of gathering information from a pre-defined group of people to
acquire facts and knowledge on a wide range of issues. Surveys can be used for a
multitude of purposes and can be carried out in a range of methods, depending on the
methodology taken and the goals to be achieved. To preserve a strategic distance from
one-sided findings that could impact the test or study's outcome, the data is frequently
collected using normalised processes with the purpose of guaranteeing that every
respondent can answer the questions on an equal footing.
Procedure For this study

I created a questionnaire for consumers in order to better understand the impact of
advertising on consumer behaviour when it comes to products. The survey included a
wide range of topics, beginning with questions about their personal information and
progressing through close ended questions. The questionnaire was divided into two
sections, the first of which dealt with personal information such as name & age. It also
contained essential questions such as brand choice, colour preference, and price
preference regarding the principal product for the study. Section B is devoted to
questions pertaining to the research paper's goal.
(Fig-1.4)
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CHAPTER-2
Literature Review
To answer the research questions several steps, need to be taken. One of these steps is
reviewing relevant concepts and theories about advertisement and consumers buying
behaviour. Hence, this chapter reviewed literatures on this topic. This has been
organized under three major themes, general concept on the topic, empirical evidence
on the topic and observed research gap. At the end of this chapter the conceptual
framework and hypotheses for the study will be presented.
Historical Background of Advertisement:

(Fig-2.1)
The practice of advertisement is as old as mankind. According to Dunn et al. (1987),

the urge to advertise has been a part of human daily activities, evidenced since ancient
human civilization. One of the earliest ways of advertising was the use of signs and
pictures. Early craftsmen used signs to advertise their wares and some traders like the
Phoenicians embedded commercial messages on prominent rocks. They were among
the forerunners of modern-day advertising. A significant event in the development of
advertising was the invention of a system of casting moveable type by the German,
Johannes Gutenberg in 1938 Gerard et al. (1998). The outcome inspired communication
methods for the entire world. William Catton, an early printer made advertising history
in 1478 when he published a handbill, regarded as the first printed English advert. In
the handbill there was the advertisement of his book called “Salisbury Pye”, handbook
of ruler for the guideline of the clergy at Easter Nickels et al. (2000). G. Bakshi et al.
(2013) say that, in June 1836, French newspaper “La Presse” was the first to include
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paid advertising in its pages, allowing it to lower its price, extend its readership and
increase its profitability. The formula was soon copied by all titles. According to
Anderson et al. (1989) around 1840, Volney B. Palmer established the origins of the
modern-day advertising office in Philadelphia. In 1842 Palmer purchased large amounts
of space with different size in various newspapers at a discounted rate then resold back
the space at higher rates to advertisers. The actual ad, the copy, layout, and artwork
were still prepared by the company wishing to advertise; as a result, Palmer was a space
broker. In the late 19th century, the advertising agency of N.W. Ayer & Son was
instituted. Ayer and Son offered to plan, create, and carry out full package of
advertisement for its customers. By 1900 the advertising agency had become the focal
point of creative planning and advertising was firmly established as a profession.
Around the same time, in France, Charles-Louis Havas diversified the services of his
news agency, to include advertisement brokerage, making it the first French group to
organize. At first, agencies were brokers for advertisement space in newspapers. N. W.
Ayer & Son was the first full-service agency to assume responsibility for advertising
content. N.W. Ayer opened in 1869 and was in Philadelphia USA Brassington et al.
(2001).
Data on electronic media in India:

(Fig-2.2)
1. Jihane Tabie, The Impact of Advertising on the Consumer's Buying

Behaviour: The study's focus was to shed light on this topic by describing why
advertising is important, its forms, how to design it, how it influences consumer
behaviour from toddlers to adolescents to adults and the elderly, and its impacts, both
positive and negative, on consumer purchasing decisions.
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The study is focusing on the definition of consumer behaviour and various
psychological aspects of consumer behaviour while purchasing a product. The study is
also providing significant information regarding the importance of advertisement and
how various advertisements are framed in a way to attract the targeted audience.
The study is an in-depth study of consumer buying behaviour and is representing the
relation of advertisement and consumer. The advertisement is the first portrayal of the
product to the consumers.
The first look of the product is crucial for the manufacturer to attract their targeted
audience. The study also analyses the various consumer behaviour models which lead
to their buying behaviour towards the product.
The study found that because corporations now spend so much money on advertising,
the benefits no longer need to be explained. Its primary purpose is to influence the
consumer, whether positively or negatively. The most crucial thing for corporations is
to sell. Its consequences are still felt today, and no one is immune. When a firm
promotes its products, it does so in the hopes of building a following for its brand and,
as a result, attracting new clients. Personalized furniture can be used as a marketing
tool.
According to the study, all these procedures have pushed clients to eat more. There is a
great deal of psychological stress. A well-executed and well-initiated advertisement
could pique someone's interest in or need for a product without them requiring it. This
is where the term "neuromarketing" comes into play: In terms of psychology, it relates
to the manipulation of thought.
This study contributes to the understanding of consumer behaviour towards
advertisement and its impact.
2. Sneha Sharma, Effect of Advertisement on Consumer Behaviour:

This study is analysing the effect of advertisement in consumer behaviour. The study is
highlighting the case of Hindustan Unilever Limited
(HUL) and P & G as the core example of understanding consumer behaviour and effects
of advertisement on consumer behaviour.
Apart from the case study, it also analyses the definition of consumer behaviour. It
defines consumer behaviour as an academic and research topic that is continually
expanding. Marketing managers and other stakeholders involved in consumer purchase
behaviour will benefit greatly from this field. The research of how various elements
influence consumers' purchase decisions aids businesses in improving their marketing
communications and, as a result, sales. The choices and activities that impact a
consumer's purchase are referred to as consumer behaviour. Consumer behaviour is
defined as the acquisition, usage, and disposal of goods by customers. Marketing
experts need a strong understanding of this cycle since it defines how to design products
and establish marketing tactics that best suit the target audience's preferences and
choices:
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According to the research, there is a clear link between advertisements and consumer
behaviour.
According to the study, the more appealing an advertisement is, the more likely
customers are to purchase it. Furthermore, commercials must be not only appealing to
the eye, but also informational, educational, and entertaining. Furthermore, the
commercials must be original and competitive in comparison to its competitors.
Consumers are more likely to purchase a product after seeing it several times.
This study is crucial as it represents the appealing factors of the advertisement related
to the consumer buying behaviour towards the product. Hence advertisement plays a
significant role in consumer buying behaviour creating a link of relation between the
manufacturer and the consumer.
3. Tashrifa Haider, S. Shakib, A Study on The Influences of

Advertisement on Consumer Buying Behaviour:
This research helps both advertising researchers and executives to better grasp the ins
and outs of advertising, as well as assist marketers in adopting more effective
advertising strategies.
This study looked at four independent variables: advertisement entertainment,
advertisement familiarity, advertisement social imaging, and advertisement spending.
According to the findings, advertisements have a considerable impact on consumer
purchasing behaviour. This research can assist marketers figure out what makes a
customer want to buy something. They can figure out which aspects of advertising are
the most effective and which have a lower impact. Although this study can make a
substantial contribution to the literature, qualitative data can be employed in future
studies. Qualitative data reveal more about the relationship between these variables.
According to this research, when it comes to designing new commercials, marketers
have always reacted to shifting business demands. As the availability of produced goods
rose because of industrialisation in the twentieth century, the usage of advertisements
increased considerably.
Nevertheless, at the time, few firms used advertising. Advertisements were limited to
television, radio, billboards, and newspapers in the late 1980s. In today's world,
businesses are increasingly relying on digital advertising. Companies are so focused on
social media and mobile advertising that it's possible that they'll soon supplant
television advertising. The digital marketing movement in Bangladesh is only getting
started. Most large local and multinational corporations are now engaged in full-fledged
digital marketing campaigns.
This study is crucial in understanding the behaviour of consumers that influence them
to buy certain products. The advertisement role is not just to make the product
appealable to consumers, but to showcase that they require such product as a necessity
and will be beneficial for them to buy it.
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This study understands the patterns and mannerism of the advertisement adopted by the
manufacturers to appeal to their targeted audience. The influence of advertisements is
primarily higher for consumers than any other factors for buying of the product.
4. Shumaila Ahmed, Impact of Advertising on Consumers' buying

behaviour through Persuasiveness, Brand Image, and Celebrity
Endorsement:
The influence of advertising on customer purchasing patterns is the subject of this study.
Consumers' intentions toward the product and purchasing behaviours are influenced by
brand image, persuasiveness, and celebrity endorsement in advertising.
The image of the product, which is created by the advertisers, has a significant impact
on purchasing behaviour. The study's core data was gathered using surveys, while
secondary data was gathered via the internet, journals, and business publications. In
January of 2013, a survey was performed. A total of 120 people were surveyed, with 50
working for the government or semi-government, 30 in business, and the other 40
working for private companies.The research finds that a well-designed and well-
executed commercial has a s customer purchasing trends and behaviours. At the same
time, product quality and both of which have a significant impact on consumer
purchasing behaviour. endorsement influences purchasing behaviour to some extent.
As a result, the re the favourable impact of all of these elements on customer buying
behaviour loyalty, which aids in the promotion of the advertised product and shifts
buyin buying intentions.
According to the research, the quality of commercials should be appealing and goo a
lasting impression on the minds of consumers. It is also crucial to note that more not
compel people to acquire things until they are of poor quality. Similarly, super
impression, particularly in the minds of their admirers and status-conscious viewe
celebrities must exercise caution when appearing in advertisements. Similarly,
sensationalism in the advertisement; instead, it should be straightforward but appea
Following a thorough investigation, the researcher discovered that persuasiveness
celebrity endorsement are the most essential contributing critical elements in :
effectively conceived and implemented, can shift customers' buying behaviour to pur
This study is understanding the endorsement by celebrities in the advertisements are
influence consumer buying behaviour.
5. Subhankar Das, Media Impact of Advertising on Consumer Buying

Behaviour a Comparative Study of Different Media:
The focus of this study was to look at the impact of media advertisements on consumer
purchasing behaviour. The inquiry began with a review of use concepts, as well as
various aspects of media and consumer behaviour. A comprehensive review of related
writing was completed. A broad review of writing on soundness, objectivity, media,
buying behaviour, and purchaser brain science was completed. This section discussed
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the findings and conclusions reached because of the investigation, as well as
recommendations for future research, limitations of the investigation, and suggestions
for showcasing tactics. Both scientists and specialists can benefit from the
recommendations and experiences that have been shared.
The inquiry begins with the question of whether the media can influence a shopper. The
premise of utilisation is the second precept on which the examination is built.
Utilization is required to meet needs, there are different needs in different orders. The
value of Abraham Maslow's order of chain of requirements is considered here. Biogenic
and psychogenic requirements are the two types of requirements. The first is vital, and
the second is auxiliary, for a means of achieving the first. The five stages of
requirements, according to Maslow, are biogenic need, welfare and security require,
social need, sense of self necessities, and self-realization demand. Each need is
inherently unrelated, but there is limited overlap because no need is completely met.
The third aspect of the research looks at the impact of media on customer behaviour.
The scientist was unable to construct a variable that is dependent on factually testing
the significance. Aside from that. even basic criteria like compensation and usage were
only available as a cross section. The prevalence of social, print, and electronic media
in the public sphere is now at least as notable as that of traditional media channels.
The fourth perception is that media is often regarded as being somewhat more important
to a buyer's perception of a brand's trustworthiness. Furthermore, mark media
correspondence was perceived to have a marginally greater impact on the overall vigour
of the brand image. Despite this, the data did not provide any conjecture or critical
contrasts regarding mark correspondence's direct impact on practical or experience
brand image on social and traditional media.
The findings show that a quick response time in messages and comments is the most
important aspect for customers when it comes to acting on a brand via social media.
The publication of meaningful content was the second most important brand action.
The study indicates that the accessibility and simplicity of data that web-based life has
provided to clients has been demonstrated throughout the research. Shoppers now have
access to relevant info in
an astonishing range and at a faster rate, whereas broad communications take more time
to hunt for data. On the contrary, substance is not in charge and observed, increasing
the risk of receiving inaccurate and non-factual data, which consumers have expressed
concern about. In a business situation, advertising must be aware of the knock via web-
based networking media since it has the potential to spread virally and ruin a brand's
reputation.
This study is significant to understand the various social media platforms utilised by
manufacturers for the advertisements purposes which are used to influence the
consumer buying behaviour.
18
even basic criteria like compensation and usage were only available as a cross section.
The prevalence of social, print, and electronic media in the public sphere is now at least
as notable as that of traditional media channels.
The fourth perception is that media is often regarded as being somewhat more important
to a buyer's perception of a brand's trustworthiness. Furthermore, mark media
correspondence was perceived to have a marginally greater impact on the overall vigour
of the brand image. Despite this, the data did not provide any conjecture or critical
contrasts regarding mark correspondence's direct impact on practical or experience
brand image on social and traditional media.
The findings show that a quick response time in messages and comments is the most
important aspect for customers when it comes to acting on a brand via social media.
The publication of meaningful content was the second most important brand action.
6. Asmatullah Rahmi, Mohammad Bilal Tayeb and Shamshad Amer

Khail, The Impact of Advertising on Consumer Buying Behaviour : The
impact of advertising on customer purchasing behaviour in Kabul Province was
investigated in this study. Most businesses in Kabul Province have a tepid attitude
toward advertising their products and services through effective advertising mediums,
which has a negative impact on their sales output. They do not believe it is necessary
to devote a portion of their budget to advertising to market their products and services
and influence consumer purchasing decisions.
With the rapid growth of technology, effective advertising has become increasingly
crucial to gain a competitive advantage, necessitating the conduct of this research. A
survey research design was used in this study. It entails gathering data from respondents
via a questionnaire to evaluate theories. Hypotheses were tested using the multiple
regression technique.
The findings reveal that the independent variables emotional response, environmental
response to brand, brand awareness, and sensory stimulated advertising have a strong
and positive association with the dependent variable consumer buying behaviour. The
t-ratio of all independent variables is statistically significant, and they all show a
positive link with consumer purchasing behaviour. This finding is in line with previous
research. We believe that for efficient advertising to take place, the target audience must
be thoroughly contacted in order to learn about their consumption patterns and
behaviours when it comes to products and services. And more emphasis should be
placed on emotional advertising, as customers' purchasing decisions are heavily
influenced by their emotions.
7. Uwakwe Vitus Ezeoha, An Evaluation of the Impact of Advertising

on Consumer Behaviour:
Advertising was discovered to be a significant instrument in a firm's marketing decision
variables and to be effective in the marketing of consumer items, particularly Indamine
19
noodles, in this study. As a result, the answer to the question "can advertising be
evaluated?" is emphatically affirmative. Every marketing variable in a corporation must
be assessed in terms of how well it contributes to the company's growth.
Advertising has been discovered to shape a consumer's perception of a product because
of this research. As the business environment becomes increasingly difficult and
hazardous, businesses are failing because of poor decisions and low patronage. It's no
surprise, however, that advertising can assist improve demand for a product by making
it popular in consumers' perceptions. This study is crucial to understand the global
influence of advertisement in consumer buying behaviour.
8. Shaina Tehria, A Study of Measuring Effectiveness of Advertising

in Influencing Consumer Buying Behaviour:
The focus of this research is to determine how effective advertising is at influencing.
customer purchasing behaviour. The sampling technique method was used to select a
sample of 60 respondents for this investigation. Following an analysis of their
comments, it was discovered that most consumers are influenced by advertising while
making purchasing decisions. However, there is no link between gender and
commercial appeal, and having a celebrity in an advertisement makes it more
influential. The impact of advertisements on customer purchasing behaviour is
investigated in this study. People are observed to pay greater attention to television
advertisements than any other kind of advertising.
The theme of advertisements is given more weight in television commercials. Actors in
commercials have the most influence on consumers than anyone else. It has been found
that commercials have an impact on customer purchasing behaviour and are critical for
businesses. It should be viewed as an investment rather than a cost.
9. Rigby, 2011
The researcher had conducted research on impact of advertising on consumer buying
behaviour. However, Rigby argue that the environment of advertising is changing
through digital retailing. People tend to use the internet more and purchase online.
Digital retailing seems to be convenient and therefore it can almost jeopardize the future
of retail shops. Companies however can try to attract customers directly through
coupons and discounts whereas advertising is used mainly to attract the mass mark.
10. Proctor and Stone, 1982

behaviour. Advertisement is always effective for consumer attitude and changed their
perception about products. Consumer behaviour is the attitude of customers regarding
any product. Companies should analyse the behaviour because this is the main source
of their success. The main purpose of consumer behaviour analyses different factor
affecting on consumers behaviour in terms of social, economic, and psychological
20
perspective that determine the factor of marketing mix selected by management. In the
marketing progression consumer behaviour is an imperative variable that will not just
explain the tangible characteristics of product or service but also create an image with
respect psychological and social composition of individual behaviour. Consumer
behaviour investigation is used to analyse various communiqué methods as well as for
the development of manufactured goods.
11. Rix, 2007

behaviour. Advertising is non personal tool to inform the mass group of people about a
product or service. There are different kind of media types such as newspaper,
television, radio, magazines, direct mail, outdoor advertising, directories, and the
internet. Newspaper, radio, and magazines are seemed to have the high impact on
consumer. The use of internet and social media is growing all the time; thereby it is
seen as then fastest developing premium. The advertising effectiveness can be measure
directly by observing sales volumes during campaigns or directly by conducting
surveys.
12. Arens, 1996

behaviour. According advertising it is a social, marketing, economic process as well as
communication information or process and persuasion method. Advertiser’s major
concern is to attract potential consumer and encourage their buying behaviour and
enhance awareness. They spend surplus money to sustain individual’s concentration in
their products. Their primary goal is collecting sufficient data about customers for
assembling profiles to find out same group people for communication. So, these profiles
are helpful for the study of consumer behaviour physical, mental, and emotional attitude
towards different products used to gratify their wants and needs.
13. Goldsmith & Lafferty, 2002

behaviour. Advertising is to create understanding liking and selection of product or
service. The most influencing theory in marketing and advertising research is attitude-
towards-head However the attitude that is formed towards the ad help in influence
consumer’s attitude towards the brand until their purchase intent. The major aim of
advertising is to create positive attitude towards the ad and the brand until consumer
purchase that product and through thus positive attitude create emotional response in
the mind of consumer. When consumer watches an advertisement about the brand and
develops likeness for the brand and then eventually willing to purchase it.
14.Tamizhjyothi, 2013
21
behaviour. Attitudes are formed through experience and learning, and that attitude
influence the buying behaviour. The positioning of the brand is dependent on the
success and failure of the company. Middle aged people have positive attitude towards
the cosmetics and beauty products because they want to look young and also, they are
settled in their life, so they have spending to spend on these luxuries.
15. Rai, 2013

behaviour. According to Rai, 2013 there are several national and international brands
which people recognized and have strong perception in their mind. These perceptions
are pinched in their mind because of their culture, lifestyle, and surroundings. Also,
advertisement have very important role in shaping the consumer behaviour.
Advertisement is the source of motivation which forces them to buy products.
Advertisement is also a source of building trust. Consumer is induced significantly if
he is looking for the quality and prices of the products. Purchase attitude can also be
built up by product evaluation and brand recognition.
Importance of literature review-

The literature review holds paramount importance in any research endeavor, serving as
the foundation upon which the study is built. It plays a critical role in shaping the
research questions, refining the methodology, and providing context for the findings.
First and foremost, the literature review allows researchers to situate their study within
the broader scholarly conversation. By synthesizing existing research, theories, and
frameworks, researchers can identify gaps, contradictions, and areas of controversy that
warrant further investigation. This process not only demonstrates the novelty and
relevance of the study but also helps researchers refine their research questions and
hypotheses.
Moreover, the literature review provides valuable insights into the theoretical and
conceptual frameworks that underpin the study. By examining relevant theories and
models, researchers can develop a theoretical foundation for their research, guiding the
interpretation of findings and contributing to the advancement of knowledge in the
field.
Furthermore, the literature review helps researchers identify methodological
approaches and best practices employed by previous studies. By critically evaluating
research methodologies, sampling techniques, and data analysis methods, researchers
can make informed decisions about their own research design and methodology. This
ensures the rigor and validity of the study and enhances the credibility of the findings.
Additionally, the literature review fosters a deeper understanding of the topic under
investigation by providing a comprehensive overview of key concepts, trends, and
debates in the field. Through the synthesis of diverse perspectives and empirical
22
findings, researchers gain a nuanced understanding of the subject matter, which informs
their interpretation of results and contributes to the development of new insights.
In summary, the literature review is integral to the research process, guiding the
formulation of research questions, shaping the theoretical framework, informing
methodological decisions, and providing context for the findings. It serves as a roadmap
for the study, guiding researchers through the complexities of the scholarly landscape
and facilitating the generation of new knowledge.
23
Chapter-3
Data Presentation and Analysis
Data Presentation:
The demography of sample collection:
(Fig-3.1)
To interpret this data:

 31.4% of the sample falls within the age range of 18 to 22.
 9.8% of the sample falls within the age range above 28.
This breakdown gives an overview of how the sample population is distributed across
different age brackets. It can be useful for analysing demographics or understanding the
composition of a particular group.
24
Question:1
(Fig-3.2)
From the provided data, we can analyse the perceptions of the credibility of
advertisements among respondents. Here's a breakdown:
 Very credible: 19.6% of respondents perceive advertisements as very credible.
This suggests that a minority of respondents have a high level of trust in the
advertisements they encounter.
 Somewhat credible: The majority of respondents, accounting for 53.9%,
perceive advertisements as somewhat credible. This indicates that a significant
portion of the sample has some level of trust in advertisements, but perhaps not
completely.
 Not very credible: Another 19.6% of respondents consider advertisements not
very credible. This implies a significant portion of respondents have doubts
about the credibility of advertisements they come across.
 Not credible at all: The remaining percentage of respondents, who weren't
included in the other categories, perceive advertisements as not credible at all.
This group could represent a subset of respondents with very low trust or
scepticism towards advertisements.
In summary, while a notable proportion of respondents find advertisements somewhat
credible, there's also a substantial portion who either have doubts about their credibility
or perceive them as entirely not credible. This suggests a range of attitudes towards
advertising credibility within the surveyed population.
25
Question:2
(Fig-3.3)
This data provides insights into how respondents perceive the relevance of
advertisements to their needs and interests:
 Very relevant: 25.5% of respondents find advertisements very relevant,
indicating that a quarter of the sample feels that advertisements directly cater to
their needs and interests.
 Somewhat relevant: A significant portion, accounting for 36.3%, perceives
advertisements as somewhat relevant. This suggests that a considerable
proportion of respondents see some relevance in the advertisements they
encounter, although perhaps not as directly targeted as those who find them very
relevant.
 Neutral: Nearly 30% of respondents feel neutral about the relevance of
advertisements. This group neither strongly agrees nor disagrees with the idea
that advertisements are relevant to their needs and interests.
 Not very relevant: A smaller percentage, 6.9%, indicates that advertisements
are not very relevant to their needs and interests. This group suggests that there
is room for improvement in targeting advertisements more effectively.
 Not relevant at all: The smallest proportion, 2%, perceives advertisements as
not relevant at all. This represents a minority of respondents who feel that
advertisements do not align with their needs or interests whatsoever.
In summary, while a significant portion of respondents find advertisements at least
somewhat relevant, there are also notable proportions who feel neutral or perceive
advertisements as not very relevant or entirely irrelevant. This highlights the
importance of targeted advertising efforts to ensure relevance and effectiveness in
reaching the intended audience.
26
QUESTION: 3
(Fig-3.4)
This data provides insights into how frequently respondents notice persuasive
techniques used in advertisements:
 Very often: Nearly 30% of respondents indicate that they notice persuasive
techniques in advertisements very often. This suggests that a significant portion
of the sample is keenly aware of the persuasive tactics employed in advertising.
 Often: A slightly higher percentage, 34.3%, mentions noticing persuasive
techniques often. This implies that a substantial portion of respondents
frequently recognize these tactics in advertisements.
 Occasionally: About a quarter of the respondents (24.5%) report noticing
persuasive techniques in advertisements occasionally. This group seems to be
aware of these techniques but perhaps not as consistently as those who notice
them very often or often.
 Rarely: A smaller percentage, 9.8%, mentions rarely noticing persuasive
techniques in advertisements. This group suggests that they are less observant
or less affected by the persuasive elements commonly employed in advertising.
 Never: The smallest proportion, 2%, indicates never noticing persuasive
techniques in advertisements. This group likely perceives advertisements purely
at face value without analyzing the underlying persuasive strategies.
In summary, while a significant portion of respondents frequently notice persuasive
techniques in advertisements, there are also those who do so less frequently or not at
all. This suggests varying levels of awareness and susceptibility to persuasion among
the surveyed population.
27
QUESTION: 4
(Fig-3.5)
This data suggests that a majority of respondents, approximately 59.8%, occasionally

make purchases based on advertisements they see or hear. About 22.5% report
frequently making purchases influenced by advertisements, indicating a significant but
smaller segment of the sample. Conversely, 17.6% claim to have never made a purchase
based on advertisements. This illustrates varying levels of influence that advertisements
have on individuals' purchasing decisions, with a notable portion occasionally or
frequently influenced, while a minority remain unaffected by advertisements.
 Yes, frequently: 22.5% of respondents stated that they frequently make
purchases based on advertisements they see or hear. This suggests that a
relatively small but notable portion of the sample is often influenced by
advertisements in their purchasing decisions.
 Yes, occasionally: The majority of respondents, accounting for 59.8%,
indicated that they occasionally make purchases based on advertisements. This
indicates that a significant portion of the sample is sometimes influenced by
advertisements but not consistently.
 No, never: 17.6% of respondents stated that they have never made a purchase
based on an advertisement they saw or heard. This represents a minority of the
sample who claim not to be influenced by advertisements in their purchasing
decisions.
In summary, while a substantial portion of respondents occasionally make purchases
based on advertisements, there are also those who do so frequently and a minority who
claim not to be influenced by advertisements at all. This highlights the varying degrees
of impact that advertisements have on individuals' purchasing behaviour within the
surveyed population.
28
Question: 5
(Fig-3.6)
Here's the analysis of the data regarding respondents' likelihood to engage with
advertisements on social media platforms:
 Very likely: 15.7% of respondents are very likely to engage with advertisements
on social media platforms. This indicates a small but notable portion of the
sample who are highly receptive to social media advertisements and are likely
to interact with them actively.
 Likely: Nearly 30% of respondents are likely to engage with advertisements on
social media platforms. This suggests that a significant portion of the sample is
inclined to interact with social media advertisements, although not as strongly
as those who are very likely.
 Neutral: The largest percentage, at 35.3%, expresses a neutral stance towards
engaging with advertisements on social media platforms. This group neither
strongly agrees nor disagrees with the idea of engaging with social media
advertisements, indicating a mixed or indifferent attitude.
 Unlikely: About 16.7% of respondents are unlikely to engage with
advertisements on social media platforms. This suggests a portion of the sample
that is not inclined to interact with social media advertisements actively.
 Very unlikely: The smallest proportion, 2.9%, is very unlikely to engage with
advertisements on social media platforms. This represents a minority of
respondents who have a strong aversion to engaging with social media
advertisements.
In summary, while a notable portion of respondents express varying degrees of
likelihood to engage with advertisements on social media platforms, a significant
percentage also maintains a neutral stance or expresses reluctance towards such
engagement. This data underscores the importance for advertisers to understand the
diverse attitudes and preferences of their target audience when designing and
implementing social media advertising campaigns.
29
Question: 6
(Fig-3.7)
Certainly! Here's the analysis of the data on whether respondents feel that
advertisements influence their purchase decisions:
 Strongly agree: 23.5% of respondents strongly agree that advertisements
influence their purchase decisions. This indicates a sizable portion of the sample
who are confident in acknowledging the impact of advertisements on their
purchasing behaviour.
 Agree: About 32.4% of respondents agree that advertisements influence their
purchase decisions. This suggests that a significant majority of the sample
perceives advertisements as having some level of influence on their buying
choices.
 Neutral: Nearly 30% of respondents express a neutral stance regarding the
influence of advertisements on their purchase decisions. This group neither
strongly agrees nor disagrees with the notion that advertisements impact their
purchasing behaviour.
 Disagree: Around 12.7% of respondents disagree that advertisements influence
their purchase decisions. This implies a minority who believe that
advertisements have little to no impact on their buying choices.
 Strongly disagree: The smallest proportion, at 2%, strongly disagrees that
advertisements influence their purchase decisions. This represents a small but
notable segment of the sample who are firm in their belief that advertisements
do not affect their buying behaviour.
In summary, while a significant portion of respondents agree or strongly agree that
advertisements influence their purchase decisions, there is also a notable proportion
who maintain a neutral stance or disagree with this notion. This highlights the diversity
of perspectives regarding the influence of advertisements on individual purchasing
behaviour within the surveyed population.
30
Question: 7
(Fig-3.8)
Here's the analysis of the data regarding the effectiveness of advertising channels in
grabbing respondents' attention:
 Television (TV): 31.4% of respondents find television advertising most
effective in grabbing their attention. This indicates that a significant portion of
the sample still considers TV advertisements as impactful in capturing their
interest.
 Social media (e.g., Facebook, Instagram, Twitter): The majority of
respondents, accounting for 43.1%, perceive social media advertising as the
most effective in grabbing their attention. This suggests that a significant portion
of the sample is highly receptive to advertisements on social media platforms,
reflecting the increasing influence of social media in advertising.
 Print media (e.g., newspapers, magazines): Approximately 16.7% of
respondents find print media advertising effective in grabbing their attention.
While this percentage is lower compared to television and social media, it still
represents a notable portion of the sample who are influenced by advertisements
in print media.
 Online banner ads: Only 2.9% of respondents consider online banner ads
effective in grabbing their attention. This indicates that online banner ads have
relatively lower effectiveness compared to other advertising channels among
the surveyed population.
 Outdoor advertising (e.g., billboards, posters): About 5.9% of respondents
find outdoor advertising effective in grabbing their attention. While this
percentage is modest compared to other channels, it still suggests that outdoor
advertising has some degree of effectiveness in capturing the attention of a
segment of the sample.
In summary, while social media emerges as the most effective advertising channel in
grabbing respondents' attention, television and print media also retain significant
influence. Online banner ads and outdoor advertising appear to have comparatively
lower effectiveness in capturing attention, according to the surveyed population.
31
Question: 8
(Fig-3.9)
Here's the analysis of the data on the frequency of recalling advertisements across
different channels:
 Very often: 18.6% of respondents recall advertisements they've seen on
different channels very often. This indicates that a relatively small but notable
portion of the sample consistently remembers advertisements across various
channels.
 Often: Nearly a third of respondents, accounting for 31.4%, recall
advertisements often. This suggests that a significant portion of the sample
frequently remembers advertisements, indicating a moderate level of
effectiveness in advertising recall.
 Occasionally: About 30.4% of respondents recall advertisements occasionally.
This indicates that a substantial portion of the sample remembers
advertisements from time to time, suggesting a varying level of effectiveness in
advertising recall among different individuals.
 Rarely: A smaller percentage, 15.7%, recalls advertisements rarely. This
suggests that a portion of the sample does not often remember advertisements
they've seen on different channels, indicating potential limitations in the
effectiveness of those advertisements in leaving a lasting impression.
 Never: The smallest proportion, at 3.9%, indicates never recalling
advertisements they've seen on different channels. This represents a minority of
respondents who rarely or never remember advertisements, indicating potential
challenges in capturing their attention or engagement effectively.
In summary, while a notable portion of respondents recall advertisements often or very
often, there are also those who recall them only occasionally, rarely, or never. This
suggests varying degrees of effectiveness in advertising recall across different
individuals within the surveyed population.
32
Question: 9
(Fig-3.10)
Here's an analysis and summary of the data:

 Television (TV): Only 13.7% of respondents consider television advertising as
the most reliable source of information about products or services. This
suggests that television advertisements are perceived as less reliable compared
to other channels by a relatively small portion of the sample.
 Social media (e.g., Facebook, Instagram, Twitter): Approximately 20.6% of
respondents believe that social media provides the most reliable information
about products or services. This indicates that a notable but still moderate
portion of the sample trusts advertisements on social media platforms as
reliable sources of information.
 Print media (e.g., newspapers, magazines): About 21.6% of respondents
trust print media advertising as the most reliable source of information about
products or services. This suggests that a significant portion of the sample
perceives advertisements in print media as reliable sources of information.
 Online reviews and ratings: Nearly 18.6% of respondents consider online
reviews and ratings as the most reliable source of information about products
or services. This indicates that a notable portion of the sample values the
opinions and feedback from other consumers shared online.
 Word of mouth recommendations: The highest percentage, at 24.5%,
believes that word of mouth recommendations provides the most reliable
information about products or services. This suggests that personal
recommendations from friends, family, or acquaintances carry the most weight
in influencing purchasing decisions for a significant portion of the sample.
33
In summary, while there's some variation in the perceived reliability of different
advertising channels, word of mouth recommendations emerges as the most trusted
source of information about products or services according to most respondents.
Question: 10
(Fig-3.11)
Certainly! Here's an analysis based on the data provided:

 Yes, frequently: 22.5% of respondents indicate that they are more likely to
purchase products from brands that they've seen advertised frequently. This
suggests that a notable portion of the sample is influenced by frequent
exposure to advertisements and is more inclined to make purchases from those
brands.
 Yes, sometimes: The majority of respondents, accounting for 46.1%, state that
they are sometimes more likely to purchase products from brands that they've
seen advertised frequently. This indicates that a significant portion of the
sample acknowledges the influence of frequent advertising exposure on their
purchasing decisions, although it may not always be the determining factor.
 No, not really: About 30.4% of respondents claim that they are not more
likely to purchase products from brands that they've seen advertised
frequently. This suggests that a significant portion of the sample feels that
frequent advertising exposure does not necessarily impact their purchasing
behaviour.
 No, not at all: The smallest proportion, at 1%, states that they are not at all
more likely to purchase products from brands that they've seen advertised
frequently. This represents a very small segment of the sample who feel that
frequent advertising exposure has no influence on their purchasing decisions.
In summary, while a portion of respondents acknowledge being influenced by
frequent advertising exposure in their purchasing decisions, the majority state that this
influence is intermittent or not significant. This suggests that while frequent
advertising exposure may have some impact on purchasing behaviour for some
individuals, it is not the sole determining factor for everyone.
34
Question: 11
(Fig-3.12)

 Very important: The largest percentage, at 38.2%, of respondents consider
brand reputation very important when making purchase decisions. This
indicates that a significant portion of the sample places a high value on the
reputation of brands when choosing which products or services to purchase.
 Important: Nearly an equal proportion, 36.3%, of respondents regard brand
reputation as important when making purchase decisions. This further
emphasizes the significance of brand reputation in influencing the choices of a
substantial majority of the sample.
 Neutral: About 19.6% of respondents express a neutral stance regarding the
importance of brand reputation when making purchase decisions. This
suggests that a minority of the sample neither strongly values nor dismisses
brand reputation as a factor in their purchasing behaviour.
 Not very important: A small percentage, 3.9%, of respondents consider brand
reputation not very important when making purchase decisions. This indicates
that some individuals within the sample perceive brand reputation as having
less significance in their purchasing choices.
 Not important at all: The smallest proportion, at 2%, states that brand
reputation is not important at all when making purchase decisions. This
represents a very small segment of the sample who do not consider brand
reputation as a factor in their purchasing behaviour.
In summary, the majority of respondents consider brand reputation as important or
very important when making purchase decisions, highlighting the significant
influence that brand reputation holds in shaping consumer preferences and choices.
However, there is also a portion of the sample who express varying degrees of
indifference or insignificance towards brand reputation in their purchasing behaviour.
35
Question: 12
(Fig-3.13)

 Yes, frequently: 26.5% of respondents indicate that they frequently switch
from one brand to another due to advertising. This suggests that a notable
portion of the sample is highly influenced by advertising in their brand choices
and is more prone to switching between brands as a result.
 Yes, occasionally: The majority of respondents, accounting for 40.2%, state
that they occasionally switch from one brand to another due to advertising.
This indicates that a significant portion of the sample is influenced by
advertising to some extent in their brand choices, leading to occasional brand
switching.
 No, never: About 33.3% of respondents claim that they never switch from one
brand to another due to advertising. This represents a substantial minority of
the sample who appear to be less influenced by advertising in their brand
choices and are more loyal to specific brands.
In summary, while a notable portion of respondents indicate that they frequently or
occasionally switch from one brand to another due to advertising, there is also a
significant minority who claim never to switch brands for this reason. This highlight
varying degrees of susceptibility to advertising influence among individuals within
the surveyed population, with some being more inclined to switch brands based on
advertising and others remaining more loyal to their preferred brands.
36
Question:13
(Fig-3.14)
Certainly! Here's an analysis of the data on whether respondents believe that

advertisements should always provide accurate information about products or
services:
 Strongly agree: The largest percentage, at 59.8%, strongly agrees that
services. This indicates that a significant majority of the sample feels strongly
about the importance of truthfulness and accuracy in advertising.
 Agree: About 17.6% of respondents agree that advertisements should always
provide accurate information about products or services. This further
emphasizes the consensus among a majority of the sample regarding the
necessity for honesty and integrity in advertising practices.
 Neutral: A minority of respondents, 12.7%, express a neutral stance regarding
whether advertisements should always provide accurate information about
products or services. This suggests that there is a smaller portion of the sample
who may have mixed feelings or are undecided on this issue.
 Disagree: Approximately 6.9% of respondents disagree that advertisements
should always provide accurate information about products or services. This
indicates a small but notable minority who may believe that there are instances
where advertising may not necessarily need to be completely accurate.
 Strongly disagree: The smallest proportion, at 2.9%, strongly disagrees that
services. This represents a very small segment of the sample who may hold
opposing views regarding the importance of accuracy in advertising.
In summary, the overwhelming majority of respondents either strongly agree or agree
that advertisements should always provide accurate information about products or
services. This highlights the strong consensus among the surveyed population
regarding the importance of truthfulness and accuracy in advertising practices, with
only a small minority expressing dissenting or neutral views on this matter.
37
Question: 14
(Fig-3.15)
Here's an analysis of the data on respondents' concerns about the potential

manipulation of emotions in advertising:
 Very concerned: The largest percentage, at 44.1%, indicates that they are very
concerned about the potential manipulation of emotions in advertising. This
suggests that a significant majority of the sample feels strongly about the
ethical implications of emotional manipulation in advertising.
 Concerned: About 24.5% of respondents express concern regarding the
potential manipulation of emotions in advertising. This further emphasizes the
consensus among a substantial portion of the sample regarding the importance
of ethical advertising practices and the potential impact of emotional
manipulation on consumers.
 Neutral: An equal percentage, also at 24.5%, expresses a neutral stance
regarding concerns about the potential manipulation of emotions in
advertising. This suggests that there is a sizable portion of the sample who
may have mixed feelings or are undecided on this issue.
 Not very concerned: Approximately 4.9% of respondents indicate that they
are not very concerned about the potential manipulation of emotions in
advertising. This represents a small but notable minority who may perceive
emotional manipulation in advertising as less significant or concerning.
 Not concerned at all: The smallest proportion, at 2%, states that they are not
concerned at all about the potential manipulation of emotions in advertising.
This represents a very small segment of the sample who may believe that
emotional manipulation is either not prevalent or not impactful in advertising.
In summary, while a significant majority of respondents either express strong concern
or some level of concern about the potential manipulation of emotions in advertising,
there are also those who feel neutral or less concerned about this issue. This data
underscores the importance of ethical considerations and transparency in advertising
practices, particularly regarding the use of emotional appeals to influence consumer
behaviour.
38
Question: 15
(Fig-3.16)
Here's an analysis of the data on the importance of ethical considerations when deciding
whether to support a brand or company:
 Very important: The largest percentage, at 57.8%, indicates that ethical
considerations are very important when deciding whether to support a brand or
company. This suggests that a significant majority of the sample places a high
value on ethical factors such as corporate social responsibility, environmental
sustainability, and fair labor practices when making purchasing decisions.
 Important: About 20.6% of respondents consider ethical considerations as
important when deciding whether to support a brand or company. This further
emphasizes the consensus among a substantial portion of the sample regarding
the significance of ethical values in their consumer choices.
 Neutral: An equal percentage, at 17.6%, expresses a neutral stance regarding
the importance of ethical considerations when deciding whether to support a
brand or company. This suggests that there is a sizable portion of the sample
who may have mixed feelings or are undecided on this issue.
 Not very important: Approximately 2.9% of respondents indicate that ethical
considerations are not very important when deciding whether to support a brand
or company. This represents a small but notable minority who may prioritize
other factors over ethical considerations in their purchasing decisions.
 Not important at all: The smallest proportion, at 1%, states that ethical
considerations are not important at all when deciding whether to support a brand
or company. This represents a very small segment of the sample who may
prioritize other factors entirely over ethical values in their consumer choices.
In summary, many respondents either strongly value or consider ethical considerations
important when deciding whether to support a brand or company. This underscores the
significant influence of ethical values in shaping consumer preferences and highlights
the importance for brands and companies to demonstrate ethical behaviour and
responsibility to gain consumer trust and support.
39
(3.2) Data Analysis:
(Fig-3.17)
Certainly! Here's a summary analysis of the provided data:

1. Perceptions of Advertisements Credibility:
 While a minority (19.6%) perceives advertisements as very credible, the
majority (53.9%) finds them somewhat credible.
 However, a significant portion (19.6%) also considers advertisements
not very credible, and a smaller subset deems them not credible at all
(remaining percentage).
 This indicates a spectrum of attitudes towards advertising credibility,
with a substantial portion having doubts or scepticism.
2. Relevance of Advertisements:
 A quarter of respondents find advertisements very relevant, and a
significant portion (36.3%) perceives them as somewhat relevant.
 However, nearly 30% feel neutral about advertisement relevance, and a
smaller percentage (6.9%) finds them not very relevant, with an
additional 2% perceiving them as not relevant at all.
 This suggests varying levels of effectiveness in targeting advertisements
to individual needs and interests within the surveyed population.
3. Noticeability of Persuasive Techniques:
 A notable percentage (29.4% and 34.3%) frequently or often notices
persuasive techniques in advertisements.
40
 However, there are also significant portions that occasionally (24.5%)
or rarely (9.8%) notice these techniques, with a small minority (2%)
claiming to never notice them.
 This indicates differing levels of awareness and susceptibility to
persuasive tactics among respondents.
4. Impact of Advertisements on Purchase Decisions:
 While a minority (22.5%) frequently makes purchases based on
advertisements, the majority (59.8%) does so occasionally.
 However, a notable proportion (17.6%) claims to have never made a
purchase based on advertisements.
 This suggests varying degrees of influence that advertisements have on
individual purchasing behaviour.
5. Likelihood to Engage with Advertisements on Social Media:

 While a significant portion (15.7% and 29.4%) is likely or very likely to
engage with advertisements on social media, a substantial percentage
(35.3%) expresses neutrality.
 There's also a notable portion (16.7%) unlikely to engage, with a small
minority (2.9%) being very unlikely to do so.
 This reflects diverse attitudes towards social media advertising
engagement within the surveyed population.
6. Belief in Advertisement Influence on Purchase Decisions:
 A substantial majority (56.7% combined) agrees or strongly agrees that
advertisements influence their purchase decisions.
 However, nearly 30% maintain a neutral stance on this issue, and a
smaller percentage (15.2% combined) disagrees or strongly disagrees.
 This highlights varying perspectives on the influence of advertisements
on individual purchase behaviour.
7. Effectiveness of Advertising Channels:
 Social media emerges as the most effective channel in grabbing
respondents' attention, followed by television and print media.
 Online banner ads and outdoor advertising are perceived as less effective
compared to other channels.
 This suggests a shift towards digital platforms for advertising
effectiveness.
41
8. Recall of Advertisements across Channels:
 While a notable portion recalls advertisements often or very often
(49.9%), there are also significant percentages that recall them
occasionally, rarely, or never.
 This indicates varying degrees of effectiveness in advertising recall
among different individuals within the surveyed population.
9. Perception of Reliable Information Sources in Advertising:
 Word of mouth recommendations are perceived as the most reliable
source of information about products or services, followed by print
media and online reviews.
 This suggests a high level of trust in personal recommendations and
user-generated content compared to traditional advertising channels.
10. Influence of Frequent Advertising Exposure on Purchases:
 While a significant portion acknowledges being influenced by frequent
advertising exposure, the majority state that this influence is intermittent
or not significant.
 This highlights varying degrees of susceptibility to advertising influence
among individuals within the surveyed population.
11. Importance of Brand Reputation in Purchase Decisions:
 The majority considers brand reputation as important or very important
when making purchase decisions, indicating its significant influence on
consumer preferences.
12. Frequency of Brand Switching Due to Advertising:
 While a notable portion indicates frequent or occasional brand switching
due to advertising, there is also a significant minority that claims never
to switch brands for this reason.
 This suggests varying degrees of susceptibility to advertising influence
in brand choices.
13. Belief in Advertising Accuracy:
 The overwhelming majority believes that advertisements should always
provide accurate information about products or services, emphasizing
the importance of truthfulness and integrity in advertising.
14. Concerns about Emotional Manipulation in Advertising:
 A significant majority expresses concerns about the potential
manipulation of emotions in advertising, highlighting the importance of
ethical considerations and transparency in advertising practices.
42
15. Importance of Ethical Considerations in Brand Support:
 The overwhelming majority considers ethical considerations as
important or very important when deciding whether to support a brand
or company, underscoring the significance of ethical values in consumer
choices.
Overall, the data reflects diverse attitudes and perceptions towards advertising
credibility, effectiveness, and ethical considerations among the surveyed population,
emphasizing the complexity of consumer behaviour and the importance of targeted and
ethical advertising practices.
Data Analysis:
(Fig-3.18)
Advertising is a pervasive aspect of modern society, influencing consumer behaviour

and shaping perceptions of products and services. Understanding how consumers
perceive and engage with advertisements is crucial for marketers to develop effective
advertising strategies. In this analysis, we will delve into the data provided, which offers
insights into consumer attitudes and perceptions towards various aspects of advertising,
including credibility, relevance, impact on purchase decisions, and ethical
considerations.
Perceptions of Advertisements Credibility
The data reveals a spectrum of attitudes towards the credibility of advertisements.
While a minority (19.6%) perceives advertisements as very credible, the majority
(53.9%) finds them somewhat credible. However, a significant portion (19.6%)
43
considers advertisements not very credible. This indicates a level of scepticism among
consumers regarding the trustworthiness of advertising messages.
Relevance of Advertisements
The relevance of advertisements to consumer needs and interests is another important
factor influencing their effectiveness. A quarter of respondents find advertisements very
relevant, and a significant portion (36.3%) perceives them as somewhat relevant.
However, nearly 30% feel neutral about advertisement relevance, suggesting that
advertisers may need to improve targeting strategies to better align with consumer
preferences.
Noticeability of Persuasive Techniques
Consumers' awareness of persuasive techniques used in advertisements varies, with a
notable percentage (29.4% and 34.3%) frequently or often noticing these techniques.
However, there are also significant portions that occasionally (24.5%) or rarely (9.8%)
notice these techniques, indicating differing levels of susceptibility to advertising
persuasion among consumers.
Impact of Advertisements on Purchase Decisions
While a minority (22.5%) frequently makes purchases based on advertisements, the
majority (59.8%) does so occasionally. However, a notable proportion (17.6%) claims
to have never made a purchase based on advertisements. This suggests that while
advertisements influence some purchase decisions, they may not be the primary factor
for others.
Likelihood to Engage with Advertisements on Social Media
The data indicates diverse attitudes towards engaging with advertisements on social
media platforms. While a significant portion (15.7% and 29.4%) is likely or very likely
to engage with advertisements on social media, a substantial percentage (35.3%)
expresses neutrality. This reflects the need for advertisers to create compelling and
relevant content to capture the attention of social media users.
Belief in Advertisement Influence on Purchase Decisions
A substantial majority (56.7% combined) agrees or strongly agrees that advertisements
influence their purchase decisions. However, nearly 30% maintain a neutral stance on
this issue, indicating varying perspectives on the extent of advertising influence on
individual purchase behaviour.
Effectiveness of Advertising Channels
Social media emerges as the most effective channel in grabbing respondents' attention,
followed by television and print media. This suggests a shift towards digital platforms
for advertising effectiveness, highlighting the importance for marketers to adapt their
strategies to reach consumers where they are most engaged.
Recall of Advertisements across Channels
44
While a notable portion recalls advertisements often or very often (49.9%), there are
also significant percentages that recall them occasionally, rarely, or never. This indicates
varying degrees of effectiveness in advertising recall among different individuals within
the surveyed population, emphasizing the need for repetition and consistency in
advertising campaigns.
Perception of Reliable Information Sources in Advertising
Word of mouth recommendations are perceived as the most reliable source of
information about products or services, followed by print media and online reviews.
This suggests a high level of trust in personal recommendations and user-generated
content compared to traditional advertising channels, highlighting the importance of
leveraging social proof in marketing strategies.
Influence of Frequent Advertising Exposure on Purchases
While a significant portion acknowledges being influenced by frequent advertising
exposure, the majority state that this influence is intermittent or not significant. This
highlights varying degrees of susceptibility to advertising influence among individuals
within the surveyed population, indicating that repeated exposure alone may not
guarantee a purchase.
Importance of Brand Reputation in Purchase Decisions
The majority considers brand reputation as important or very important when making
purchase decisions, indicating its significant influence on consumer preferences. This
underscores the importance for brands to cultivate a positive reputation and maintain
trust among consumers through consistent messaging and ethical business practices.
Frequency of Brand Switching Due to Advertising
While a notable portion indicates frequent or occasional brand switching due to
advertising, there is also a significant minority that claims never to switch brands for
this reason. This suggests varying degrees of susceptibility to advertising influence in
brand choices, with some consumers remaining loyal to their preferred brands despite
advertising efforts.
Belief in Advertising Accuracy
The overwhelming majority believes that advertisements should always provide
accurate information about products or services, emphasizing the importance of
truthfulness and integrity in advertising. This underscores the need for advertisers to
ensure transparency and honesty in their communication to build trust with consumers.
Concerns about Emotional Manipulation in Advertising
A significant majority expresses concerns about the potential manipulation of emotions
in advertising, highlighting the importance of ethical considerations and transparency
in advertising practices. This indicates a growing awareness among consumers about
the ethical implications of advertising tactics and the need for responsible marketing
practices.
45
Importance of Ethical Considerations in Brand Support
The overwhelming majority considers ethical considerations as important or very
important when deciding whether to support a brand or company, underscoring the
significance of ethical values in consumer choices. This reinforces the need for brands
to align with consumers' ethical beliefs and demonstrate corporate social responsibility
to gain their trust and loyalty.
Conclusion
The data provides valuable insights into consumer perceptions and attitudes towards
advertising, highlighting the complexity of consumer behaviour and the importance of
targeted and ethical advertising practices. Marketers can use these insights to tailor their
advertising strategies to better resonate with their target audience, foster trust and
credibility, and ultimately drive positive consumer engagement and brand loyalty.
46
CHAPTER-4
Summary & Conclusion
(Fig-4.1)
The data provides a comprehensive overview of consumer perceptions and attitudes

towards various aspects of advertising. It reveals that while a significant portion of
consumers find advertisements somewhat credible and relevant, there is also a notable
level of scepticism and neutrality towards their credibility and relevance. Additionally,
consumers exhibit differing levels of awareness and susceptibility to persuasive
techniques employed in advertisements, with some noticing them frequently while
others rarely do. Despite the varied impact of advertisements on purchase decisions, a
majority of consumers believe in their influence on some extent. Social media emerges
as the most effective advertising channel, highlighting the growing importance of
digital platforms in reaching consumers. However, concerns about emotional
manipulation in advertising are prevalent among consumers, underscoring the
importance of ethical considerations in brand support. Overall, the data underscores the
complexity of consumer behaviour and the need for advertisers to adopt targeted and
ethical advertising practices to resonate with their audience effectively.
The impact of advertising on consumer buying behaviour is multifaceted and

significant, influencing consumers at various stages of the decision-making process.
Advertising serves as a powerful tool for brands to create awareness, shape perceptions,
and ultimately drive purchasing decisions. Several key factors contribute to the impact
of advertising on consumer buying behaviour:
47
1. Creating Awareness: Advertising exposes consumers to products or services
they may not have been aware of previously. Through various channels such as
television, social media, print media, and online banners, advertisements
introduce consumers to new products, brands, or features, thereby expanding
their consideration set.
2. Shaping Perceptions: Advertisements play a crucial role in shaping consumer
perceptions about brands and products. Effective advertising campaigns can
influence how consumers perceive a brand's image, values, quality, and
relevance to their needs or desires. By portraying desirable attributes or benefits,
advertisements can enhance brand positioning in the minds of consumers.
3. Influencing Preferences: Advertising often aims to create a preference for a
particular brand or product over competitors. By highlighting unique selling
propositions, benefits, or emotional appeals, advertisements seek to sway
consumer preferences in favor of the advertised offering. Consistent exposure
to persuasive messaging can lead consumers to develop a preference for a
specific brand when making purchase decisions.
4. Generating Interest and Desire: Well-crafted advertisements have the ability
to generate interest and desire for products or services among consumers.
Through compelling storytelling, visual imagery, testimonials, or
demonstrations, advertisements evoke emotional responses and create a sense
of desire or aspiration to own or experience the advertised offering.
5. Reinforcing Brand Loyalty: Advertising plays a crucial role in maintaining
and reinforcing brand loyalty among existing customers. Regular exposure to
advertisements featuring familiar brands helps reinforce brand awareness and
positive associations, strengthening the bond between consumers and brands
over time. This can lead to repeat purchases and long-term brand loyalty.
6. Prompting Purchase Decisions: Ultimately, the goal of advertising is to
prompt consumers to take action, whether it's making a purchase, visiting a store
or website, or seeking more information. Effective advertisements are designed
to motivate consumers to move through the purchase funnel and convert their
interest or intent into actual purchases.
(4.1) Findings of the study:

The findings of the study provide valuable insights into consumers' perceptions,
attitudes, and behaviours towards advertising across various dimensions:
1. Credibility and Relevance: A significant portion of respondents perceive
advertisements as somewhat credible and relevant, indicating a level of trust
and resonance with advertising content. However, there is also a notable
48
segment that views advertisements as not very credible, suggesting room for
improvement in building trust and relevance in advertising messaging.
2. Noticeability of Persuasive Techniques: Most respondents frequently or often
notice persuasive techniques in advertisements, highlighting the prevalence of
such tactics in advertising content. This underscores the importance of
transparency and authenticity in advertising to avoid perceived manipulation.
3. Impact on Purchase Decisions: A considerable proportion of respondents
acknowledge that advertisements frequently or occasionally influence their
purchase decisions. This underscores the significant role advertising plays in
shaping consumer behaviour and driving consumer choices in the marketplace.
4. Engagement with Social Media Advertising: While a notable percentage of
respondents express a likelihood to engage with advertisements on social media,
there is also a significant portion that remains neutral or unlikely to engage. This
suggests varying degrees of receptiveness to social media advertising among
consumers.
5. Belief in Advertisement Influence: Most respondents agree or strongly agree
that advertisements influence their purchase decisions, emphasizing the
perceived impact of advertising on consumer behaviour. This reaffirms the
effectiveness of advertising in driving consumer preferences and choices.
6. Effectiveness of Advertising Channels: social media emerges as the most
effective channel in grabbing respondents' attention, followed by television and
print media. This highlights the evolving landscape of advertising channels and
the increasing importance of digital platforms in reaching and engaging
consumers.
7. Concerns about Emotional Manipulation and Ethical Considerations: A
significant majority of respondents express concerns about emotional
manipulation in advertising and emphasize the importance of ethical
considerations in brand support. This underscores the need for advertisers to
prioritize ethical practices and transparency in their advertising efforts to build
trust and credibility with consumers.
Overall, the findings of the study underscore the complexity of consumer attitudes
towards advertising, highlighting the importance of credibility, relevance, transparency,
and ethical considerations in advertising practices. Understanding these insights can
inform advertisers and marketers in developing more effective and responsible
advertising strategies that resonate with consumers and drive positive outcomes.
(4.2) Limitations of the study:

Using convenience sampling with a sample size of 102 in a project investigating the
impact of advertisement on consumer buying behaviour has several limitations that
should be considered:
49
1. Sampling Bias: Convenience sampling may introduce bias into the sample
because it relies on selecting participants who are easily accessible or readily
available. This can lead to a non-representative sample that does not accurately
reflect the broader population, potentially skewing the results.
2. Limited Generalizability: Due to the non-random nature of convenience
sampling, the findings may not be generalizable to the larger population. The
sample may not adequately represent diverse demographics, socioeconomic
backgrounds, or consumer behaviours, limiting the external validity of the
study's conclusions.
3. Response Bias: Participants in convenience samples may be more likely to
respond if they have strong opinions or experiences related to the research topic.
This can lead to response bias, where the sample overrepresents certain attitudes
or behaviours while underrepresenting others, potentially influencing the
study's outcomes.
4. Small Sample Size: With a sample size of 102, the study may lack statistical
power to detect small or subtle effects. Small sample sizes increase the
likelihood of Type II errors, where true effects go undetected due to insufficient
sample representation, limiting the reliability and robustness of the study's
findings.
5. Difficulty in Establishing Causality: While the study may identify
associations between advertisement exposure and consumer buying behaviour,
convenience sampling makes it challenging to establish causality. Without
random assignment or control over extraneous variables, it's difficult to
determine whether observed changes in consumer behaviour are directly
attributable to advertisement exposure or other factors.
6. Difficulty in Controlling Confounding Variables: Convenience sampling
may result in uncontrolled confounding variables that could influence the
relationship between advertisement exposure and consumer buying behaviour.
Without proper control or randomization, it's challenging to isolate the effects
of advertising from other factors that may impact consumer decisions.
7. Limited Representativeness: Convenience sampling may disproportionately
include individuals who are more tech-savvy, have greater access to media, or
exhibit specific consumption patterns. This could lead to an overrepresentation
of certain segments of the population, potentially biasing the study's findings
and limiting their applicability to broader consumer demographics.
In summary, while convenience sampling with a sample size of 102 may provide initial
insights into the impact of advertisement on consumer buying behaviour, researchers
should interpret the findings cautiously due to the inherent limitations of this sampling
approach. Future studies may benefit from employing more rigorous sampling methods,
such as random sampling, to enhance the validity and generalizability of the results.
50
(4.3) Suggestions & Scope for further study:
(Fig-4.2)
Other researchers must do more studies on these advertisement features which increase
effectiveness to see how these features look like in different organizations in the country
and to understand more on the contribution of these factors towards motivating
consumers buying behaviour. As far as the samples are concerned, possible enlargement
of the sample of the study in other branches would be highly desirable. In this regard,
similar studies at other companies that used advertisements widely would seem
appropriate. Based on the regression analysis, understandable advertisement was not
statically significant predictor on affecting consumers buying behaviour, thus other
researchers could work on this statistical phenomenon with different research
techniques and approaches.
Suggestions for further studies on the impact of advertising on consumer buying

behaviour could include:
Longitudinal Studies: Conducting longitudinal studies to observe changes in
consumer behaviour over time in response to advertising campaigns. This would
provide insights into the long-term effects of advertisements on purchasing decisions.
Comparative Analysis: Comparing the effectiveness of different types of advertising
channels (e.g., traditional media vs. digital media) on consumer behaviour. This would
help identify which channels are most influential in driving purchase decisions.
Segmentation Analysis: Segmenting consumers based on demographic,
psychographic, or behavioural factors to understand how different consumer segments
respond to advertising differently. This would allow for targeted advertising strategies
tailored to specific consumer groups.
51
Experimental Designs: Using experimental designs to assess the causal impact of
specific advertising techniques or messages on consumer behaviour. Controlled
experiments can provide stronger evidence of advertising effectiveness compared to
observational studies.
Cross-Cultural Studies: Examining how cultural factors influence the effectiveness of
advertising on consumer behaviour across different regions or countries. This would
help multinational companies tailor their advertising strategies to specific cultural
contexts.
Neuroscience Techniques: Employing neuroscience techniques such as EEG
(electroencephalography) and fMRI (functional magnetic resonance imaging) to study
the neural responses of consumers to advertising stimuli. This would provide deeper
insights into the subconscious effects of advertising on consumer behaviour.
Ethical Considerations: Investigating the ethical implications of advertising practices
on consumer behaviour, including issues related to privacy, manipulation, and
deceptive advertising. Understanding consumers' perceptions of ethical advertising
could inform industry standards and regulations.
Online Behaviour Analysis: Analysing online consumer behaviour data, such as click-
through rates, conversion rates, and browsing patterns, to assess the effectiveness of
online advertising campaigns. This would help optimize digital advertising strategies
for maximum impact.
Qualitative Research: Conducting qualitative research, such as focus groups or in-
depth interviews, to explore consumers' attitudes, beliefs, and motivations regarding
advertising and purchasing decisions. Qualitative insights can complement quantitative
findings and provide a deeper understanding of consumer behaviour.
Meta-Analysis: Performing a meta-analysis of existing studies to synthesize findings
from multiple research studies on the impact of advertising on consumer behaviour.
This would help identify common trends, inconsistencies, and gaps in the literature,
guiding future research directions.
These suggestions offer diverse avenues for expanding knowledge on the relationship
between advertising and consumer behaviour, addressing various methodological,
theoretical, and practical considerations in future research endeavours.
52
(4.4) Suggestions:
(Fig-4.3)
The findings reveal mixed perceptions regarding the credibility and relevance of
advertisements among consumers. While a significant portion perceives advertisements
as somewhat credible (53.9%) and somewhat relevant (36.3%), there are also notable
percentages indicating doubts in credibility (39.2%) and relevance (9.9%). Moreover,
persuasive techniques employed in advertisements are frequently noticed by a
considerable portion of respondents (63.7%), suggesting a level of awareness among
consumers. Despite this, advertisements seem to have a considerable impact on
purchase decisions, with most respondents (82.3%) indicating that they frequently or
occasionally make purchases based on advertisements.
Additionally, social media emerges as the most effective advertising channel in
grabbing attention (43.1%) and is likely to engage consumers (44.7%). However,
concerns about emotional manipulation in advertising are prevalent among respondents
(68.6%), indicating a need for ethical considerations in advertising practices. Despite
these concerns, consumers place a high importance on brand reputation (74.5%) and
believe in the accuracy of advertisements (77.4%).
Recommendations to Companies:
1. Enhance Credibility and Relevance: Companies should focus on improving the
credibility and relevance of their advertisements to build trust among
consumers. This can be achieved by ensuring that advertisements provide
accurate information and resonate with the target audience's needs and
preferences.
2. Utilize Effective Advertising Channels: Given the effectiveness of social media
in grabbing attention and engaging consumers, companies should allocate
53
resources towards social media advertising strategies. However, it's essential to
maintain ethical standards and avoid tactics that manipulate emotions.
3. Increase Brand Reputation: Emphasizing brand reputation in advertisements
can influence consumers' purchase decisions positively. Companies should
prioritize building and maintaining a strong brand reputation through consistent
messaging and ethical business practices.
4. Address Concerns about Emotional Manipulation: To alleviate concerns about
emotional manipulation in advertising, companies should adopt transparent and
ethical advertising practices. Communicating honestly with consumers and
avoiding misleading tactics can help build trust and credibility.
5. Monitor and Adapt Advertising Strategies: Companies should continuously
monitor consumer perceptions and behaviours towards advertisements and
adapt their strategies accordingly. This involves staying informed about
consumer preferences, market trends, and changes in advertising effectiveness
across different channels.
By implementing these recommendations, companies can enhance their advertising
strategies to positively impact consumer buying behaviour while maintaining ethical
standards and consumer trust.
54
Bibliography/References
●Tabie J, “The Impact of Advertising on the Consumer's Buying Behaviour” accessed
February 1, 2022.
● Haider T and Shakib S, “A Study on the Influences of Advertisement on Consumer
Buying Behaviour” (Business Studies Journal April 26, 2018) accessed February 1,
2022.
● Awan AG and others, “Effects of Advertisement on Consumer’s Buying Behaviour
with References to FMCGs in Southern Punjab-Pakistan” accessed February 3, 2022
● Tehria S, “A Study of Measuring Effectiveness of Advertising in Influencing Consumer
Buying Behaviour” (International Journal of Applied Research April 25, 2017) accessed
February 3, 2022.
● Ahmed S and Ashfaq A, “Impact of Advertising on Consumers’ Buying Behaviour
through Persuasiveness, Brand Image, and Celebrity Endorsement” pact-of-
Advertising-on-Consumers-buying-behavior-through-Persuasiveness-Brand-Image-
andCelebrity-endorsement.pdf> accessed February 4, 2022.
● Sharma S, “Effect of Advertisement on Consumer Behaviour” (October 2018)
accessed February 4, 2022.
● Das S, “Media Impact of Advertising on Consumer Buying Behaviour a Comparative
Study of Different Media” (Shodhganga@INFLIBNET: Media impact of advertising on
consumer buying behaviour a comparative study of different media January 1, 1970)
● Sah GK and Karki S, “The Impact of Media Advertisement on Consumers Purchasing
Behaviour: Semantic Scholar” (undefined January 1, 1970) accessed February 7,
2022.
● Rahmi A, Tayeb B and Amer Khail S, “The Impact of Advertising on Consumer Buying
Behaviour” (SSRN January 19, 2021) accessed February 9, 2022
● Ashley J, “Negative & Positive Effects of Advertising” (Media September 16, 2021)
Tamizhjyothi (2013) consumer attitude towards cosmetic products.
IJEMR- Vol 3.  OAKLEY (2009) an evaluation current technology in cosmetic

advertising and an assessment of their effectiveness on the contemporary consumer.
● Goldsmith & Lafferty (2002) consumer response to websites & their influence on
advertising effectiveness. Internet research. Journal of electronic networking
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55

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A Project Report

IMPACT OF ADVERTISEMENT ON CONSUMER

Submitted in partial fulfilment of the requirement.

Master of Business Administration

Submitted to: Submitted by:

MAHARAJA SURAJMAL INSTITUTE

202) entitled “Impact of Advertisement on consumer Buying Behaviour” is

completed by me and it is an authentic work carried out by me at Maharaja

knowledge and belief.

Signature of the Student

I am grateful to Maharaja Surajmal Institute for providing me with the necessary

The "Impact of Advertisement on Consumer Buying Behaviour" project report presents

4 Literature Review 13-23

5 Data Presentation & 24-46

3.1) Data Presentation

4.1) Findings of the Study

(1.1) Impact of Advertisement on Consumer Behaviour:

Advertising plays a pivotal role in influencing consumer buying behaviour, shaping

In today's hyper-connected world, consumers are inundated with advertisements from

Moreover, advancements in technology have transformed the advertising landscape,

Overall, the impact of advertising on consumer buying behaviour is multifaceted and

The impact of advertising on consumer buying behaviour is a multifaceted and dynamic

At its core, advertising operates on the principle of persuasion. Through carefully

One of the keyways in which advertising impacts consumer buying behaviour is by

Moreover, advertising plays a crucial role in shaping consumer attitudes and

Furthermore, the impact of advertising on consumer buying behaviour is not limited to

Overall, the relationship between advertising and consumer buying behaviour is a

(1.2) Objective of this Study-

2. Examining Consumer Response: Examining consumer response to advertising

3. Comparing Advertising Channels: Comparing advertising channels involves

(1.3) Scope of this Study-

2. Segmentation and Targeting: Investigating how advertising influences different

3. Advertising Effectiveness Metrics: Analysing various metrics to assess the

4. Cross-Media and Multi-Channel Effects: Exploring how advertising across

5. Cultural and Societal Influences: Examining how cultural norms, values,

6. Ethical and Regulatory Considerations: Investigating ethical dilemmas and

7. Brand and Product Attributes: Assessing how advertising affects consumer

8. Long-Term Brand Building: Studying the long-term effects of advertising on

9. Emerging Trends and Technologies: Exploring the impact of emerging

10. Comparative and Cross-Cultural Studies: Conducting comparative studies

The data collection process involved administering a questionnaire consisting of 15

Sampling Tools Survey Method:

Procedure For this study

Historical Background of Advertisement:

The practice of advertisement is as old as mankind. According to Dunn et al. (1987),

Data on electronic media in India:

1. Jihane Tabie, The Impact of Advertising on the Consumer's Buying

2. Sneha Sharma, Effect of Advertisement on Consumer Behaviour:

3. Tashrifa Haider, S. Shakib, A Study on The Influences of

4. Shumaila Ahmed, Impact of Advertising on Consumers' buying

5. Subhankar Das, Media Impact of Advertising on Consumer Buying

6. Asmatullah Rahmi, Mohammad Bilal Tayeb and Shamshad Amer

7. Uwakwe Vitus Ezeoha, An Evaluation of the Impact of Advertising

8. Shaina Tehria, A Study of Measuring Effectiveness of Advertising

10. Proctor and Stone, 1982

11. Rix, 2007

12. Arens, 1996

13. Goldsmith & Lafferty, 2002