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Dahiya, Rekha
- Young Consumers' Attitude towards On-line Advertising
Abstract Views :293 |
PDF Views:111
Authors
Rekha Dahiya
1,
Asjad Usmani
1
Affiliations
1 BCIPS, Dwarka, IN
1 BCIPS, Dwarka, IN
Source
Review of Professional Management- A Journal of New Delhi Institute of Management, Vol 13, No 1 (2015), Pagination: 64-70Abstract
The present paper deals with measuring the attitude of the young consumer towards on line advertising. Online advertising is gaining momentum in India with consumers increasingly noticing and affecting from it. The study was conducted in Delhi using a structured non-disguised questionnaire for the age group of 18-25 years. Data were analyzed with the help of SPSS and one sample t-test was used as a test of significance. It was revealed in the study that people have positive attitude towards online advertising. However, they expressed their cautious attitude towards disturbing and imposing nature of online advertising. They also expressed their concerns towards trustworthiness of the online advertising.Keywords
Online Advertising, Attitude, Internet.Full Text
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- Consumers' Attitude towards Digital Marketing
Abstract Views :570 |
PDF Views:160
Authors
Affiliations
1 Marketing Banarsidas Chandiwala Institute of Professional Studies, Dwarka, New Delhi, IN
1 Marketing Banarsidas Chandiwala Institute of Professional Studies, Dwarka, New Delhi, IN
Source
Review of Professional Management- A Journal of New Delhi Institute of Management, Vol 11, No 2 (2013), Pagination: 42-51Abstract
In today's world of digital media, the Consumer behavior is changing fast as their purchase decisions are influenced through easily available on line information. The consumer is shifting from the "push" to the "pull" world of commercial messaging. The present study aims to investigate the consumer attitude towards digital marketing in Indian Car Market. The paper uses the "Theory of Planned Behavior" as the basic model to study the attitude of people towards digital marketing. Data were collected from Delhi area with the help of a structured questionnaire and then analyzed on the basis of statistical techniques viz. independent sample ttest. The results of the study indicate that people have positive attitudes towards various aspects of digital marketing. However, they remain cynical about the technicality and authenticity of information available on digital channels.Full Text