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Advertising Effectiveness on Consumer Purchase Decision at Different Income and Education Levels


Affiliations
1 Prestige Institute of Management and Research, Indore, Madhya Pradesh, India
2 Master of Mass Communication, Prestige Institute of Management and Research, Indore, Madhya Pradesh, India
 

Advertising is a form of business communication about product related information. Basic intention of advertising is to induce prospective buyers to purchase the product. The present study attempts to analyse how Television and Print media advertisements create differential influence on the purchase intention of a sample of 400 respondents having demographic characteristics classified into Education and Income levels in Indore, the commercial capital city of Madhya Pradesh. Responses were collected through a self designed questionnaire on five point likert scale for assessing the impact of Television and print media advertisements on the respondents with different demographic profiles. Analysis of data was done with the help of Anova for four groups and Post hoc Analysis of Tukey HSD to calculate differential influence of two types of advertisements on two demographic groups. The findings of the study state that Television and Print media advertisements have significant impact on buying decisions of all groups while mean difference of the impacts between classified groups in this study are also noticed. Results are useful for the marketer in choosing mode of advertisement for the targeted group.

Keywords

Advertising, Communication, Intention, Education, Impact, Income, Attitude.
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  • Advertising Effectiveness on Consumer Purchase Decision at Different Income and Education Levels

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Authors

Sukhjeet Matharu
Prestige Institute of Management and Research, Indore, Madhya Pradesh, India
Raju John
Prestige Institute of Management and Research, Indore, Madhya Pradesh, India
Siddharth Singh
Master of Mass Communication, Prestige Institute of Management and Research, Indore, Madhya Pradesh, India

Abstract


Advertising is a form of business communication about product related information. Basic intention of advertising is to induce prospective buyers to purchase the product. The present study attempts to analyse how Television and Print media advertisements create differential influence on the purchase intention of a sample of 400 respondents having demographic characteristics classified into Education and Income levels in Indore, the commercial capital city of Madhya Pradesh. Responses were collected through a self designed questionnaire on five point likert scale for assessing the impact of Television and print media advertisements on the respondents with different demographic profiles. Analysis of data was done with the help of Anova for four groups and Post hoc Analysis of Tukey HSD to calculate differential influence of two types of advertisements on two demographic groups. The findings of the study state that Television and Print media advertisements have significant impact on buying decisions of all groups while mean difference of the impacts between classified groups in this study are also noticed. Results are useful for the marketer in choosing mode of advertisement for the targeted group.

Keywords


Advertising, Communication, Intention, Education, Impact, Income, Attitude.

References





DOI: https://doi.org/10.20968/rpm%2F2018%2Fvl6%2Fi2%2F141021