1 Dr.+Nimish+Gupta
1 Dr.+Nimish+Gupta
1 Dr.+Nimish+Gupta
ABSTRACT
KEYWORDS:
Introduction:
The majority of the market is made up of consumers. Their actions are guided by their
specific needs. As a result, they are frequently forced to choose between multiple items
offered by corporations. Customers' primary goal is to satisfy as many of their needs as
possible by purchasing the product they prefer. Consumers, on the other hand, are
influenced by a variety of factors, such as similar products, which force them to buy or
abandon the product before reaching the decision point. [1]
The printing press, radio, television, and social media have all contributed to the evolution
of how businesses and organisations connect with customers through advertisements.
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International Journal of Research and Analysis in Commerce and Management
Businesses are not hesitant to invest in advertisements to achieve their goals as a result of
the advancement of communication technologies. Advertising is more adaptable than ever
before. People are constantly exposed to advertisements, whether they like it or not, and
sometimes without even realising it. The digital revolution's impact on the advertising
industry has significantly altered the impact and availability of social media content to a
broader audience. It's all for the sake of entertainment. According to Haider and Shakib,
entertainment has been identified as a primary promotional tactic for increasing the
effectiveness of advertising and influencing customers to buy. [2] According to Herhold,
people live in a data environment. As a result, if a company does not market, its chances of
survival are slim. People may believe that social media has essentially become a weapon
and that it now plays an important role in advertising. The Internet and social media have
fundamentally altered how businesses operate, particularly how they generate public
awareness of their goods and services. As a result, advertisers are constantly looking for
new ways to increase the impact and effectiveness of their advertisements in today's
crowded media environment. [3]
Any form of non-personal communication via mass media that is funded by a specific
sponsor. Advertisement is a major tool used by sellers to increase consumer demand for
goods and services. To understand the impact of advertising on consumer purchasing
behaviour, it is necessary to first understand what advertising is, as well as its goal and
purpose. Advertisement is a paid form of non-personal promotion of ideas, goods, and
services by a specific sponsor.
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Impact of Advertising on Consumer Behavior
Consumer behaviour is the analysis of what products to buy, when to buy them, and how to
buy them by an individual or group of individuals. The same advertisement may elicit
different reactions from different consumers. The way a consumer responds to an
advertisement assists the company in understanding the trigger points and creating more
relevant advertisements for the product. For a better understanding, advertisers should
record the consumer's reaction both during and after the advertisement is played.
To that end, each company employs a variety of strategies to attract customers from various
market segments and to position itself as the market leader. In this difficult environment, a
company should promote its products in such a way that more and more customers become
interested in them. Marketing processes in today's business world are based on interactions
between a company and its customers.
Advertising has been regarded as a popular management tool for dealing with today's
competitive markets' highly rapid technological and marketing changes, and this
management tool refers to the re-analysis and re-design of tasks and processes both inside
and outside the organisation. Businesses can select the best targeted advertising in their
marketing process by utilising science, expertise, and experience regarding proper and
suitable methods, in order to cause consumer preference for online purchases. [6]
Review of Literature:
established that consumer attitude and behaviour towards the advertisement affects
consumer exposure, attention, and reaction to the individual advertisement through a variety
of cognitive and affective processes. Attitude towards advertisement, attitude towards brand
loyalty, and brand awareness are commonly used constructs in consumer buying behaviour
research to predict the effectiveness of marketing communications across various media
(Ayanwale et al., 2005). [7]
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International Journal of Research and Analysis in Commerce and Management
have confirmed that when a brand provides substantial-quality products and increased
market awareness, it predicts higher purchasing behaviour among consumers. It suggests
that perceived quality can act as a moderator. As a result, this study considered perceived
quality as a moderator and empirically tested it. Furthermore, the cosmetics industry is
expanding globally but receives little research attention (Amberg 2019). [8]
Rigby, 2011 The researcher studied the effect of advertising on consumer purchasing
behaviour. However, Rigby contends that the advertising environment is changing as a
result of digital retailing. People are increasingly using the internet and making purchases
online. Because digital retailing appears to be more convenient, it may threaten the future
of retail stores. Companies, on the other hand, can try to directly attract customers through
coupons and discounts, whereas advertising is primarily used to attract the mass market.
[10]
Objectives:
• Product quality
• Product price
• Persuasion, information, and entertainment
• Brand image in advertising
• Celebrity endorsement
Research Methodology:
This study's overall design was exploratory. This study was carried out to determine the
effect of advertisements on the purchasing behaviour of the schmitten advertisement. Surat
city premises were used for the research, and 100 respondents were targeted who had seen
schmitten advertisements on the best feature of any schmitten advertisement. The findings
indicate that advertisements are effective at raising consumer awareness. Their
advertisements contain enough information to attract customers while also raising consumer
awareness.
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Impact of Advertising on Consumer Behavior
Out of the 127 people, 107 pe0ple say that the most influencing advertisement for them is
Television Advertisements, then 83 people say internet advertisements are influential for
them and 69 people said the most influential advertisements are Print Advertisements. Other
than this only 33 people find billboards influential, 0nly 23 find Email Advertisements
influential and just 14 of them find Radio Advertisements influential. [12]
Table 1: Types of Advertisements are Most Influential Over Your Buying Behaviour:
[13]
Figure 1: Types of Advertisements are Most Influential Over Your Buying Behaviour
Out of the 127 respondents, 106 believe that social media advertisements are the most
influential, 68 believe that Google advertisements are influential, and 61 believe that banner
advertisements are influential. Only 39 people think mobile ads are influential, 22 think
flash ads are influential, and 12 think in-app/in-game advertisements are influential. [14]
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International Journal of Research and Analysis in Commerce and Management
Table 2: Methods of Online Advertising are Most Influential on Your Buying Behavior
The hierarchy of effects is a theory that discusses the impact of advertising on customer
purchasing decisions for specific products and brands. The theory outlines a series of steps
that advertisers should take, beginning with raising customer awareness and ending with
final purchase behaviour.
The hierarchy of effects theory describes the impact of advertising on customers' purchasing
decisions for specific products and brands through a series of behavioural stages.
The hierarchy of effects model is divided into three major stages: cognitive (awareness,
knowledge); affective (liking, preference, conviction); and behavioural (purchase).
Every day, we as consumers make purchasing decisions. Purchasing decisions are regarded
as the primary focus of marketing. Large corporations conduct extensive research on
consumer purchasing decisions in order to understand what they buy, where they buy, why
they buy, how and how much they buy, and when they buy. Marketers conduct extensive
research to learn about actual consumer purchasing habits. Understanding consumer minds
is not as simple as it sounds, because the answers are hidden deep within the minds of the
consumers.
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International Journal of Research and Analysis in Commerce and Management
Need Recognition: The identification of need, in which the consumer recognises the need
or requirement, is the first step in the purchasing decision process. Internal or external
stimuli can cause the need to arise.
For example, an advertisement or a conversation with friends may arouse the desire for a
smartphone or tablet. Marketers should conduct research on consumer needs and the
appropriate products to meet those needs at this stage.
Purchase Decision: During the evaluation stage, the buyer ranks the brand and decides
whether or not to purchase it. At this point, the consumer purchases his or her preferred
brand.
Post-purchase Behaviour: The marketer's job does not end when the consumer purchases
the product. Marketers take additional action after the purchase based on their satisfaction
or dissatisfaction with the product or service. [18]
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Impact of Advertising on Consumer Behavior
Conclusion:
In the modern era, the advertising industry has undergone a radical transformation.
Advertisements are extremely important in influencing consumer purchasing decisions.
This study investigated the impact of commercials on consumer electronics purchasing
behaviour. Commercials, according to the findings, have a significant influence on customer
purchasing behaviour. This research can assist advertisers in the consumer electronics sector
in determining what motivates a customer's purchase intent. It can also determine which
aspects of advertising have the most influence and which have the least.
References:
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International Journal of Research and Analysis in Commerce and Management
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