ICTACT Journal on Management Studies

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Impact of Advertisement on Buying Behaviour of Consumers in Sivakasi


Affiliations
1 Department of Commerce, Ayya Nadar Janaki Ammal College, India
     

   Subscribe/Renew Journal


In today’s business world, marketing processes are based on the interaction between a business and the consumers. Advertising has been considered as a popular management tool for dealing with the highly rapid technological changes and also the marketing changes in today’s competitive markets, and this management tool refers to the re-analysis and re-designs of tasks and also processes inside and outside the organization. Advertising industry is a social institution born to full fill the human needs to require and send information about availability of product, brand and service. Of late, there has also been a widespread feeling that advertising is a form of communication, meant to exploit the consumers. Further it is often criticized as being generally profit oriented and business houses are label as marketing shared who are developing a perfecting technique to defraud customers through misleading advertisement. The objective of advertisement is to study the Impact of advertisement on buying behavior. It is found that there is no relationship between age of the respondents and level of impact of advertisement and there is no relationship between income and satisfaction with advertised product at the time of using.

Keywords

Advertising Industry, Consumers, Brand Loyalty, Buying Behavior.
Subscription Login to verify subscription
User
Notifications
Font Size

  • Abdul Ghafoor, Awan Muhammad Ismail, Captain Fauzia and Majeed Farisa Ghazal, “Effects of Advertisement on Consumer’s Buying Behaviour with References to FMCGs in Southern Punjab-Pakistan”, Journal of Marketing and Consumer Research, Vol. 19, pp. 22-30, 2016.

  • P. Sathya and R. Indirajith, “A Study on Purchase Behavior of Consumer Durable Goods with Special Reference to Tiruvarur District”, International Journal of Scientific Research and Management, Vol. 6, No. 2, pp. 100-107, 2016.

  • Ashish Kumar and Poonam Gupta, “To Analyze Consumer Buying Behaviour and Preferences in the Home Appliances Market of Hailer”, International Journal of Engineering and Technical Research, Vol. 3, No. 4, pp. 132-140, 2015.

  • K.T. Kalaiselvi and D. Muruganandam, “An Analysis on Purchase Behaviour towards Selected White Goods”, Asia Pacific Journal of Research, Vol.1, No. 23, pp. 80-90, 2015.

  • Samar Fatima and Samreen Lodhi, “Impact of Advertisement on Buying Behaviors of the consumers: Study of Cosmetic Industry in Karachi City”, Journal of Marketing and Consumer Research, Vol. 19, pp. 22-30, 2015.

  • Seema Johar, “To Study the Consumer Decision Making Behavior to Purchase of Durable Goods”, International Journal of Applied and Pure Science and Agriculture, Vol. 1, No. 12, pp. 85-92, 2015.

  • H. Hemanth Kumar, S. Franklin John and S. Senith, “A Study on Factors Influencing Consumer Buying Behavior in Cosmetic Products”, International Journal of Scientific and Research Publications, Vol. 4, No. 9, pp. 1-6, 2014.

  • H. S Adithya, “An Empirical Study on Consumer Behaviour towards Refrigerators in Bangalore City”, Indian Journal of Research, Vol. 2, No. 1, pp. 26-29, 2013.

  • Geeta Sonkusare, “Impact of Television Advertising on Buying Behavior of Women Consumers [With Special Reference to FMCG Products] Chandrapur city”, International Journal of Business and Management Invention, Vol. 2, No. 3, pp. 31-38, 2013.

  • Osama Harfoushi, Bader Alfawwaz, Bader Obeidat, Ruba Obiedat and Hossam Faris, “Impact of Internet Advertisement and Its Features on E-Commerce Retail Sales: Evidence from Europe”, Journal of Software Engineering and Applications, Vol. 6, No. 11, pp. 564-570, 2013.

  • V. Sindhya, “A Study on the Influence and Impact of Advertising to Consumer Purchase Motive among Student Teachers”, IOSR Journal of Research and Method in Education, Vol. 2, No. 4, pp. 1-5, 2013.

  • Yuvraj L Lahoti and Alfred S.J. Jacob, “A Study of Indian Rural Buying Behaviour for Selected Consumer Durables”, International Journal of Scientific and Engineering Research, Vol. 4, No. 7, pp. 1-4, 2013.

  • Antoine Lamarre, Simon Galarneau and Harold Boeck, “Mobile Marketing and Consumer Behaviour Current Research Trend”, International Journal of Latest Trends Computing, Vol. 3, No. 1, pp. 1-9, 2017.

  • G.G. Amutha and M. Sulthana, “An Analysis on Purchase Behaviour towards Selected White Goods”, Journal of Marketing and Management, Vol. 2, No. 2, pp. 108-116, 2011.

  • Hareem Zeb and Kashifra Shib, “Influence of Brands on Female Consumer`s Buying Behaviour.in Pakistan”, International Journal of Trade, Economics and Finance, Vol. 2, No. 3, pp. 225-231, 2011.

  • Adekoya Olusola Abiodun, “The Impact of Advertising on the Sales of Insurance Products”, Bachelor’s Thesis, Degree Programme in International Business, pp. 1-38, 2011.

  • Khor Eng Tatt, “Factors Influencing Consumer Buying Behaviour of Luxury Branded Goods”, Ph.D Dissertation, Department of Business Administration, Universiti Sains Malaysia, pp. 1-34, 2010.

  • Mahsa Abayia and Behnaz Khoshtinat, “Study of the Impact of Advertising on Online Shopping Tendency for Airline Tickets by Considering Motivational Factors and Emotional Factors”, Procedia Economics and Finance, Vol. 36, pp. 532-539, 2004.

  • Jason C.G. Halford, Jane Gillespie, Victoria Brown, Eleanor E. Pontin and Terence M. Dovey, “Effect of Television Advertisements for Foods on Food Consumption in Children”, Appetite, Vol. 42, No. 2, pp. 221-225, 2003.


Abstract Views: 281

PDF Views: 0




  • Impact of Advertisement on Buying Behaviour of Consumers in Sivakasi

Abstract Views: 281  |  PDF Views: 0

Authors

R. Sunderaraj
Department of Commerce, Ayya Nadar Janaki Ammal College, India

Abstract


In today’s business world, marketing processes are based on the interaction between a business and the consumers. Advertising has been considered as a popular management tool for dealing with the highly rapid technological changes and also the marketing changes in today’s competitive markets, and this management tool refers to the re-analysis and re-designs of tasks and also processes inside and outside the organization. Advertising industry is a social institution born to full fill the human needs to require and send information about availability of product, brand and service. Of late, there has also been a widespread feeling that advertising is a form of communication, meant to exploit the consumers. Further it is often criticized as being generally profit oriented and business houses are label as marketing shared who are developing a perfecting technique to defraud customers through misleading advertisement. The objective of advertisement is to study the Impact of advertisement on buying behavior. It is found that there is no relationship between age of the respondents and level of impact of advertisement and there is no relationship between income and satisfaction with advertised product at the time of using.

Keywords


Advertising Industry, Consumers, Brand Loyalty, Buying Behavior.

References