THE IMPACT OF ADVERTISING ON YOUTH

CONSUMERS BUYING BEHAVIOUR:

A STUDY ON ODISHA

A Project report submitted to the Rama Devi Women's University

in partial fulfillment of the requirement for the Degree of Master of
Commerce

Submitted by
Maina Murmu
Examination Roll No-171R0021005
SESSION- 2021-23
Under the Guidance of:
Dr. SABAT KUMAR DIGAL
Associate Professor& HOD

PG Department of Commerce
Rama Devi Women’s University

POST GRADUATE DEPARTMENT

OF COMMERCE

RAMA DEVI WOMEN’S UNIVERSITY VIDYA VIHAR,

BHUBANESWAR, ODISHA 2023
 DECLARATION

I do hereby declare that the Project report entitled “THE IMPACT OF

ADVERTISING ON YOUTH CONSUMERS BUYING BEHAVIOUR: A
STUDY ON ODISHA” submitted by me as a partial fulfillment of the
requirements for the award of the degree of Master of Commerce, in the
course curriculum. It is a record of original dissertation work carried out by
me, under the guidance and supervision of [Link] K umar Digal. The
information has been collected from genuine & authentic sources. The work
has not been submitted for the award of any other degree elsewhere in full or
part.

NAME: Maina Murmu

Date: 1-05-2023
Place: Bhubaneswar
 DEPARTMENT OF COMMERCE Rama Devi Women’s University,
Vidya Vihar, Bhubaneswar Odisha- 751022, E-mail-
[Link]@[Link]

CERTIFICATE

This is to certify that the project entitled, “THE IMPACT OF

ADVERTISING ON YOUTH CONSUMERS BUYING BEHAVIOUR:
A STUDY ON ODISHA” is a record bonafide research workdone by
Maina Murmu under my guidance and supervision. It embodies the results
of her original contribution. The project has reached the standard of
fulfilling the requirement of regulation regarding to Master of Commerce.
No part of his project has been submitted toany institution for the award of
any degree.

I wish all the best and success in future endeavors.

Dr. Sabat kumar Digal

Associate Professor&HOD)

Post Graduate Department of Commerce

Rama Devi Women's University
 ACKNOWLEDGEMENT

“The satisfaction Euphoria that accompanies the successful completion of any

work would be incomplete unless we mention the name of the person, who made
it possible, whose constant guidance and encouragement served as a beckon of
light and crowned our efforts with success.” I consider it a privilege to express
through the pages of this report, a few words of gratitude and respect to those who
guided and inspired in the completion of this project of “THE IMPACT OF
ADVERTISING ON YOUTH CONSUMERS BUYING BEHAVIOUR: A
STUDY ON ODISHA”.

Hence with a sense of profound humility, I would like to express my heartfelt

indebtedness and deep sense of gratitude to my guide, HOD Dr. Sabat Kumar
Digal, and all faculty of P.G. Department of Commerce, Rama Devi Women’s
University for their guidance and constant supervision as well as for providing
necessary information regarding the project and his constant support for
completing the project.

Finally, I thank all those who have directly or indirectly helped me in my project
.I express my profound thanks to all my teacher as well as friends who are the
constant source of encouragement for me.

Date-01-05-2023

Place - Bhubaneswar

Name-Maina Murmu
 ABSTRACT

Advertising is a marketing approach that is used to raise product awareness in the minds
of youth consumers so that they can make a purchasing choice. Marketers use mass
communication tactics such as advertising, sales promotion, and public relations.
Advertising in the mass media has an impact on audiences, but television has the broadest
reach and is the most powerful medium for advertising. Advertising has the power to
impact people's attitudes, lifestyles, and, in the long term, the culture of a country. In
order to succeed in a consumer's market dominated by advertising, a corporation might
boost the brand of their product by engaging in promotional activities. Advertisers' major
goal is to reach out to consumers and impact their awareness, attitude, and purchasing
behavior. Advertising has the power to influence customer brand preference. It has an
effect on youth customer’s behavior. This study examines the impact of advertising youth
consumers buying behavior via the influence of advertisement.

Advertising is one of the most powerful and important ways that allow to give youth
consumers an idea or “change their opinion” about a certain product or service, and that
businesses from all over the world tend to use. Therefore, the aim of the project was to
put the light on this subject by explaining why advertising is important, its types, how to
develop it, how it influences the consumer’s behavior from youth to elderly, as well as its
effects with its good and bad on the buying decision of the youth.

Keywords: advertising, Awareness, communication, consumer’s behavior, impact and

youth.
 TABLE OF CONTENTS

TITLE PAGE I

DECLARATION II

CERTIFICATE III

ACKNOWLEDGEMENT IV

ABSTRACT V

CHAPTERS

I INTRODUCTION

1.1 Introduction 1-2

1.2 Problem Statement 2-3

1.3 Objectives of Study 3-4

1.4 Need of the Study 4

1.5 Hypothesis of the Study 4

1.6 Research Methodology 4

1.6.1 Research Design 5

1.6.2 Sample Size 5

1.6.3 Relevance of the Study 5

1.6.4 Scope of the Study 5

1.6.5 Research Objectives 5

1.6.6 Area of Study 6

1.6.7 Sources of Data 6

1.6.8 Limitation of the Study 6

1.6.9 Statistical tools used for Data 6

 1.6.10 Tools for Analysis 6

1.6.11 Theoretical Framework 7-8

II LITERATURE REVIEW

2.1 Introduction 8

2.2 Literature review 8-22

2.2 Research Gap 22

III CONCEPTUAL STUDY

3.1 Meaning of Advertising 23

3.2 Definition of Advertising 23

3.3 Type of Advertising 24-

28

3.4 Objectives of Advertising 28-

31

3.5 Need and Importance of Advertising 31-

35

3.6 The Influence of Advertising 35-

40

3.7 Advantages of Advertising 40-

43

3.8 Disadvantages of Advertising 43-

44

3.9 Impact of Advertising 44-

45

IV DATA ANALYSIS AND INTERPRETATION

4.1 Introduction 45

4.2 Data Analysis and Interpretation 46-

58
V FINDING,SUGGESTIONS AND CONCLUSION

5.1 Finding 59-

60

5.2 Suggestion 60

5.3 Conclusion 60

BIBLIOGRAPHY 61-
64
CHAPTER 1-INTRODUCTION

1.1 Introduction
Present 21st century is the advertising century. People in these days are
governed by advertisements. Advertisement is used for communicating
business information to the present as well as to prospective customers. The
term advertising derived from the Latin word “advertise” which means “to
turn the attention”. Advertisement is a notice or announcement in a public
medium promoting a product, services or event. Advertisement is a non
personal and paid form of communication which has an identified sponsor.
The real purpose of advertisements only to sell something. Advertisement
changes the consumer’s attitude towards the product. In these days the most
effective and efficient advertisements are online advertisements. Online
advertisement is also known as online marketing or web advertisement.
Online advertisement is very important youth in these days. As it is
promotional marketing message to consumers. Online advertisements are
extremely helpful in increasing revenue and also in spreading awareness
about particular product. Online advertisement refers to advertising through
internet. Online advertisement is important because people spend most of
their time by using internet. Online advertising is simply advertising that is
done over the Internet . For those interested in such a strategy, there are a
number of options and some have found a way to advertise online through
things that do not appear in the traditional advertising media. While the
effects of online advertising are still being studied, it is a rapidly-growing
segment of the advertising in dollars. As more people turn to the Internet as
a source for daily news, socialization and communication, more advertising
dollars are likely to be spent. In a period of five years, from 2006 to 2010,
online advertising is increased from 6 per cent of all money spent for
advertising to 12 per cent or more. That could signify the beginning of a
fundamental shift in how all advertising dollars are spent. Digital
advertising includes many of the techniques and practices contained within
the category of internet marketing with the internet becoming accessible by
mobile phones now, the consuming class. Some companies like Amazon
and Dell created success stories through the usage of the internet in
marketing that it has made a large number of organizations motivated to
harness the potential of internet in distinctive because of its ability to be
interactive and enables potential and existing customer behavior. On the
consumer side, the internet has given consumers more control in accessing
information on products and services. There are several factors that
contribute to consumers pull for online content consumers are the one who
decide when, where, what and how much commercial content they wish to
view. The internet enables consumers to access an unlimited range of 2
 products and services from companies around the world, and it has reduced
the time and effort they spend on shopping. The present study attempts to
investigate the effectiveness of online advertising in creating consumer
buying behavior among youth.
Today advertising plays an important role in persuading customers to
purchase products and services. The impact of mass communication is felt
all over the globe though advertising, newspaper, internet, music, films,
videos, magazine, movies and billboards. Advertising is the main source of
communication tool between the producer and the consumer. It is a
promotion strategy which serves as a major tool in creating product
awareness in the mind of the youth consumer to take purchasing decision.
Advertising is a subset of promotion mix and is one of the 4ps in the
marketing mix which comprise product, price, place and promotion.
Consumer buying behaviors is the study of individual, groups, or
organizations and all the activities associated with the purchase, use and
disposal of goods and services, including the youth emotional, mental and
behavioral responses.
Consumer behavior in buying pattern is differences when comes to the
product, price, features, quality, packaging, lifestyle status. However, youth
is the most complicated group to correspond with the youth changing
preference affects the buying pattern because they mostly follow the rhythm
of fashion according to the shifting time. Therefore, Marketers spend
millions on market research every year to identify and predict the changing
youth behaviors.
Advertising also helps the economy by encouraging youth consumers, to
buy goods and services. Advertising today appears to be everywhere and
ever-present, having a profound impact on people’s daily lives. People are
influence by advertisements to purchase items by changing their
perceptions of themselves. Attention getting techniques used in TV
advertising include catchy and pleasant, music, lyrics, bright colors,
attractive animation and repeated messaging. Advertisements on youth
consumers have a huge impact on the purchasing decision of viewers than
those in newspapers, magazine and on the radio.
1.2 Problem statement
The era of globalization has long demanded a paradigm shift an all areas one
of which is the field of marketing. With the high competition in the business
world requires a company to be more creative and have a competitive
advantage compared to other companies in order to compete in the global
business. With the increased adoption of ad fission of the internet, World
Wide Web is becoming gradually a standard advertisement platform. The
web is offering business advertisements world with which media tool,
 interactive series and global reach. Though the online activities has
increased over the period of past five years, bedizens find e-shopping more
convenient and time saving but there is a space for improvement of delivery
services and advertising the web products and services for long term success.
In contrast to this web advertising creates negative and positive perceptions
among the consumers. It is interesting to study that where so much of
research has been conducted regarding future of online advertising and the
consumer behavior towards it, less focused has been given to internet
advertisements and their layouts that are carried on the homepages of
different websites. Though people enjoy looking at internet advertisements,
it is formativeness and utility for making behavioral purchasing decisions
also plays a key role.

Advertising on Consumer buying behavior is the study of how individuals,

groups and organizations select, buy use and dispose of goods, services,
ideas or experiences to satisfy youth their needs and wants. The study of
youth consumer behavior is very important for the marketers as it enables
them to understand and predict buying behavior of consumers in the market.
It is concerned with what they buy, why they buy, when and where they buy
and how often they buy and how do they consume and dispose them after
using them. Consumer research is the methodology used to study consumer
behavior that takes place at every phase of the consumption process such as
before the purchase, during the purchase and after the purchase .
Consumer behavior is influenced by the buyer characteristics and by the
buyer’s decision process. The buyers’ decision process is influenced by
various factors. Consumer behavior is influenced by the buyer characteristics
and by the buyer’s decision process. The buyers’ decision process is
influenced by various factors. People buy goods and services for personal
consumption. Consumers are vary tremendously by different factors and the
marketers need to identify those factors influencing purchasing decisions as
it is difficult for them to predict consumer.

1.3 Objectives of Study

1. To measure the effectiveness of advertising to generating buying

consumer behavior towards youth.
2. To measure the effectiveness of advertisement in socio economic
variables In generating consumer behavior.
3. To identify the factors influencing most preferred by consumers.
 4. To identify the level of influence of advertising on youth buying
behaviors.
5. To know, what types of advertisement attracts the youth consumers
mostly.

1.4 Need of the study

The purpose of advertising is to inform the consumers about their product and
convince customers that a company’s services or products are the best,
enhance the image of the company, point out and create a need for products or
services, demonstrate new for established products, announce new products
and promotes.

1.5 Hypothesis of the study

 There is no significant relationship between age of the respondents

and level of impact of advertisement.
 There is no significant relationship between age and satisfaction
with advertised product at the time of using.
 There is no significant relationship between income of the
respondent and satisfaction with advertised product at the time of
using.
 There is no significant relationship between education level of the
respondents and opinion about advertisement.
 There is no significant relationship between education level of the
respondent and influence of attracting factors in advertisement.
 There is no significant relationship between gender of the
respondent and influencing attracting factors of advertisement.

1.6 Research methodology

It is a science of studying how research is to be carried out by researchers. They

go through their work of describing, explaining and predicting phenomenon.
Research methodology is used to resolve the systematic problems. It provides a
basic framework on which study is based on. This research approach identifies,
determines and explains the characteristics and behaviors of the sample
population, through either qualitative or quantitative descriptions. This study is
the mixture of qualitative and quantitative approach. Qualitative research
approach analyzes the non-numerical information of the study. Quantitative
research approach analyzed the numerical information.
1.6.1 Research design:
Descriptive research can be either quantitative or qualitative. It can involve
collections of quantitative information that can be tabulated along a
quantum in numerical form, such as score on the test or the number of times a
person chooses to use a certain feature of a multimedia program. Descriptive
research involves gathering data describe event and then organizes, tabulates,
depicts and describe the data collection. It often uses visual aids such as graph and
chats to aid the reader in understanding the data distribution.

1.6.2 Sample Size

The sample size for the study was 119 youth and older respondents who reside in and
around Bhubaneswar city in odisha . From previous studies it is revealed that most
consumers demanding of products are young men and women in India and based on this
revelation, we selected this group to have our objective achieved.

1.6.3 Relevance of the study

[Link] help advertising practioners or advertising agencies to know if the

advertisement they produce are consistent with consumer wants and desire.

2. It will give the company an insight on the needs to identify and exploit certain
marketing opportunities.

3. It could as well reveal of the marketing mix. The result of the findings could
enable the company to make quantitative marketing decision.

1.6.4 Scope of the study

The study examined the impact of product advertising on youth consumer buying
behavior. The study focused on how advertising influences youth consumer
buying behaviors for various products promoted by forever living products. The
scope of this study would delimit all youth consumer in odisha. The main
intention behind the study is to find out the effectiveness of advertising in creating
consumer buying behavior among youth.

1.6.5 Research Objectives

 To study the impact of advertisement on youth consumer buying behavior.

 To understand the power of persuasion in advertisement to buy a product.
 To identify the most preferred advertisement media by the people.
1.6.6 Area of study:
A study of this nature required the selection of a suitable place . Therefore,
odisha has been selected for the study since the researcher belongs to this area.
Moreover, the advertisement has an impact among the youth.

1.6.7 Sources of data:

 Primary data
 Secondary data

Primary data-

Primary data is the firsthand data collected for the immediate purpose of the
study by mean of observation survey and experiments.

Primary data were collected with the help of structured questionnaire filled by
the youth in odisha.

Secondary data

Secondary data relevant to the study is gathered from published sources such
as standard text books, magazine and internets.

1.6.8 Limitation of the study

 Some of the respondents were not at all co-operative.

 The sample size is 100 which by any means cannot be the suitable
representative of the whole target population.
 The time allotted for the study was limited so detailed study was not
conducted.

1.6.9 Statistical tools used for data analysis:

The following tools and techniques have been applied by the researcher to
analysis the primary data:-
• Simple % analysis
• Chi-Square test
• Weighted Arithmetic Mean

1.6.10 Tools for Analysis

There are various statistical tools have been used for analyzing the collected data
to fulfill the research objectives of the study. The collected data are processed
using latest scientific tools and techniques like Ms Excel, Ms Word, and SPSS etc
1.6.11 Theoretical framework

Emotional Response:

One of the effective tools of integrated marketing communication that

emotionally motivate consumers to buy products is advertising (Moore, 2004).
The essence of advertising is to create brand awareness, Preference and selection
of products or services. Attitudes towards the advert are the most influencing
theory in marketing and advertising research. The attitudes that are formed
towards advert help in influencing consumer’s attitudes toward brand until the
purchasing intention (Goldsmith & Lafferty, 2002). Since the goal of advertising
is to form positive attitude towards advertising and the brand, then a positive
emotional response to an advert may be the best indicator of effective advertising
(Goldsmith & Lafferty, 2002). That is the reason why the basic aim of advertising
is to encourage people to buy product and create awareness (Bymolt, Claasen, &
Brus, 1998). The consumer ability to recall the brand advert is another component
of effective advertisement that creates emotional response (Goldsmith & Lafferty,
2002). The extent to which consumer make products related decisions depend on
the relative importance of brand recall, which can lead to the brand awareness.
(Goldsmith & Lafferly, 2002) Brand awareness help in ensuring recall advert,
which has the competitive advantage over those brands that are not easily
recalled. Positive attitudes towards advert have more ability to recall adverts than
negative attitude towards brand (Goldsmith & Lafferty, 2002). Cue has been
found suitable in different buying situation for recalling the brand advert and
greater chance of brand to be retrieved of any buyer, when different attributes are
attached to brand, which creates brand association (Romanuik & Sharp, 2004).
The most effective tool in advertising is emotional advertising because it enable
consumers give emotional response to product (Brassington & Petitt, 2001).

Environmental Response:

Environmental response provides certain types of experience for consumers,

which are used for promotion and selling products and services (Adelaar et al,
2003). Business offer consumers specific types of media experiences, which are
used for setting the stage that promotes selling of related products or services
(Adelaar et al, 2003). Special marketing research has attempted to explain the
effects of different environmental condition like atmosphere in retailing stores,
and background music at the time of purchasing. (Morris & Borne, 1998). Sense
modalities such as sound, sight, and touch can affect user experience. The
formation rate can affect user experience. The formation rate can affect user for
gaining information for advertisement (Morris & Borne, 1998). The
environmental psychological model depict these. The model is applicable to
music, test lyrics, image and music video, which are strongly related to each other
and are shown in advertisement. (Morris & Borne, 1998). Morris and Borne
(1998) posits that environmental psychology model provides better concept of
emotional response rather than traditional marketing research. The environmental
psychology model proposes an environmental such as retailing store that produces
an emotional state in an individual that can categorize into pleasure, arousal,
dominance or buying situation (Adelaar et al, 2003). This model according to
Adelaar et al, (2003) defines media which provides information that is represented
by the combination of sound, sight and touch sources. It covers various areas of
visual and verbal media messages, through which people gets information. The
verbal and visual information affects consumers perception of the environmental
stimuli (Adelaar et al, 2003).

CHAPTER 2- LITERATURE REVIEW

2.1 Introduction

One of these steps is reviewing relevant concepts and theories about

advertisement on youth consumers buying behavior. Hence, this chapter reviews
literatures on this topic. Advertisement is one of the major tools seller use to
stimulate youth consumer demand for goods and services. In order to know the
impact of advertisement on youth consumer buying behavior, it is necessary to
know what advertising itself is and its goal and purpose. Advertisement is and
paid form of non personal presentation and promotion of ideas, goods and service
by an identified sponsor. Advertisement is a process it is a programmed or series
of activities necessary to prepare the message and get it to the intended market.
Advertisement is carried out through magazines, newspaper, radio and television
and outdoor displays(posters), direct mail, directories etc. whatever form of
advertising takes the basic principals is to deliver the right audience at the right
message to merit the right audience at the right time and the lowest possible cost,
and to achieve positive results. Today advertising is constructed to make a
favorable impact on the behavior of youth consumer to patronize organization
offerings.

2.2 Literature review

1. Advertising is to create understanding, liking, and selection of product or

services. The most influencing theory in marketing and advertising research is
attitude-towards-the-add .However, the attitude that is formed towards the ad help
in influencing consumer’s attitudes and perception toward the brand until their
purchase intent (Goldsmith & Lafferty, 2002).

Shiffman and Kanuk (2004) explain the meaning of “consumer behavior” as the
behavior that consumer behave in the form of acquiring, buying, using,
evaluating, or consuming product, service and idea to fulfill own need, and be the
study of the decision making of consumer in spending resources, both money
,time and power for consuming products and services that included (1) what to
buy, (2) why to buy, (3) how to buy, (4) when to buy, (5) where to buy, and (6)
how often to buy.

2. SooJiuan Tan and Lily Chia (2007) empirically explored the relationship
between the attitude towards advertising and the attitude towards advertising in
specific media: television and print. The results revealed that the proposition that
attitude towards advertising in general is an abstract level idea while attitude
towards television advertising and attitude towards print advertising are
experiencing -based constructs in the consumer’s structure of attitudes towards
advertising. The study found a significant negative reciprocal relationship
between TV advertisements and Print advertisements, a significant positive
reciprocal relationship between TV advertisements and general advertisements. A
non- significant relationship between print advertisements and general
advertisements. Macro level belief factors like ‘good for the economy’ and
‘materialism’ are related positively and negatively to general advertisements,
respectively. The personal experience belief factor of ‘product information’ is
positively related to print advertisements while personal experience belief factors
like ‘hedonic’ and ‘falsity/no sense’ are related positively, and ‘social image’ is
related negatively, to TV advertisements.

3. Moschis and Mitchell (1986) conducted a study designed to test the effects of
television advertising and interpersonal communications on the teenager’s
consumer behavior. Unlike previous studies, however, the effects of such
communication processes on teens are evaluated in the context of household
decision making. Thus, the influence of these images may be of enormous
significance in shaping the attitudes and behaviors and attitudes of young people.

4. Khasgiwala Vishal and Sainy Monika (2014); In their investigation titled

"Factor influencing youth consumer buying behavior towards bikes among Indian
youth". Hasty purchasing conduct is tested. Rash purchasing is a typical conducts
today and can happen in any setting. They portrayed that motivation purchasing
allude to prompt buy which are with no pre-shopping destinations either to buy
the particular item classification or to satisfy a particular need. It isn't deliberately
arranged, however rises quickly upon showdown with the specific upgrade India
being a conventional economy specialized help, for example, TV shopping
channels and to web exhaust customers. Motivation buying openings expanding
both the availability to the items and administrations and the case with which
drive buy can be made. Drive purchasing is a spontaneous buy that is described
by generally quick dynamic, and an abstract predisposition for guaranteed
ownership.

5. Sharma M. and Mahlawal Seema (2018); In her article discovers that India's
childhood are driven, innovation arranged and certain. By 2018, Indians under 20
will make up 55% of the populace and employ proportionately higher spending
power. In the west, the young fragment has quite often been set in opposition to
their seniors. Defiance was the key beginning stage. Experience, music and other
image of 'cool' turned into an ideal formula for making clique brand that
revitalized against the framework. This model of tapping youth assumes that it's
consistently youth versus old. It additionally distracts itself with a ceaseless quest
for what's 'cool' among youth. Since the conduct separation between the young
and the others in these social orders is noteworthy, it's anything but difficult to
energize youth around such purposes of distinction. This model anyway is at a
misfortune in India, where everything and everybody is youthful.

6. Dr. Venugopal and Swamynathan.C (2016); In their examination titled “A

study on the lifestyle of youth and its impact on advertising of buying behavior ".
Purchaser conduct contrasts with regards to the items, value, highlights, quality,
bundling, way of life, status, age, age of the client and so on. The changing
inclination on the current day youth influences the purchasing behavior since they
for the most part follow the beat of style and taste as per the evolving time. In this
manner, the current age is increasingly intrigued with the internet shopping that
the regular purchasing. The advertisers are compelled to acquaint with inventive
method of selling because of the weight of the more youthful ages' way of life.
Way of life of youth as more prominent impact in the purchasing conduct the
significant finding the examination uncovers that there is a significant change in
the purchasing conduct of youth contrasted with the senior/more seasoned age.
This is even confirming in the expanding volume of web based shopping. The
significant explanation for the quick in the purchasing conduct of the adolescent is
the adjustment in their ways of life.

7. Debora viana Thompson & Rebecea. W. Hamilton (2006) examined the

effects of information processing mode on consumers’ responses to comparative
advertisements. The respondents were asked to view the advertisement and
process the information about the advertisements. The analysis revealed that
people were found to be more analytical when exposed to comparative
advertisements than non-comparative advertisements. It was found that
processing of information embedded in advertisements and external information
significantly influence the analytical ability of consumer’s in comparative
advertisements..

8. Ping Zhang (2011) examined the consumer’s perception towards digital

advertisements. The study was conducted in three phases with three focus groups
consisting of 145 consumers. The study found that people often view digital
advertisements online and offline also most of them used advertisement blockers
to avoid the advertisements. The study further stated that consumers perceive the
features informative, interactive and creativity among email advertisements while
privacy is highly perceived compared to sponsor linked advertisements. The
researcher suggested that digital advertisement designers must design it in such a
way to capture the attention of consumers.

9. Dr. Naveen Kumar et al. (2011), using mean and standard deviation, in their
study of advertising and youth consumer buying behavior with special reference
to Nestle Limited, India found that, advertising and sales promotion together with
the image of a company influence the consumer buying decision. They added that,
the quality and price of a product also influences a consumer’s purchase of a
good. Banerjee et al (2012) found evidence of cointegration between marketing
communication and sales in the personal care industry in India.

10. Proctor et al. (1982) noted that the principal aim of consumer behavior
analysis is to explain why consumers act in particular way under certain
circumstances. The study tries to determine the factors that influence consumer
behavior, especially the economic, social and psychological aspects which can
indicate the most favored marketing mix that management should select.
Consumer behavior analysis helps to determine the direction that a consumer’s
behavior is likely to take and to give preferred trends in product development,
attributes of the alternative communication method etc. Consumer behavior
analysis views the consumer as another factor of production, a factor that
producers cannot control and this factor interprets the product or service not only
in physical terms, but also according to their social and psychological makeup.

11. There is the complementary view of advertising which is developed by Stigler

and Becker (1977) and thoroughly defended by Stigler and Murphy (1989). This
view believes that, advertising influences youth consumers by attaching a
“complementary influence in the consumer’s utility function” (Bagwell, 2001). It
might be that, a consumer would like to attain some status in society and using a
certain product is capable of achieving this. What this view means is that, the
consumer, in his quest to achieve this social status will be influenced by this
advertising. These views make us understand the different phases through which
advertising has gone and we now know the areas through which advertising works
perfectly.

12 . The persuasive view developed by Robinson and later advanced by

Braithwaite (1928) and Kaldor (1950), and empirically supported by Bain
(1956) and Comanor and Wilson (1967) holds that, advertising affects one’s
demand and it is capable of ensuring brand loyalty. This view adds that,
advertising makes demand for a product inelastic and thus ensures increase in the
price of the product and this effect might lessen as a result of scale economies.
The view also adds that, consumers are unwilling to try new products especially
those of unknown quality and this may deter entry of new producers. These
scholars agree that, this view of advertising will only work in the presence of
scale economies in production.
13. Ping Zhang, Chingning Wang, (2005) measured consumers’ perceived value
and attitude toward advertising for different purposes (brand building and
directional advertising) and different media (traditional and Internet-based). The
findings showed that entertainment, credibility and interactivity directly
contribute to favorable consumer attitudes and that interactivity has strong
associations with all other independent variables. Interactivity of the Internet and
Web technology has the potential to win favorable consumer attitudes. Farid
Erfatani et al (2012) empirically tested the relationship between advertisements
and purchase of weight losing sports materials among 300 respondents in Iran.
The findings indicated that television advertising is more influential in creating
awareness and convincing the consumers. People preferred honesty, product
display, accuracy and words in the advertisements so as to convince them. Radio
advertisements were mostly preferred and influenced by the nature of the job.

14. According to Liebeck (1998) youths are now more knowledgeable about
advertising. They are truly the internet generation, and get their news and
information primarily from television and news paper. The television medium is
the most attractive and important place to advertise. Most of the young people
remain glued to the television and enjoy what they see. As a wide range of
products and services are consumed or used by children, many companies tend to
target them (Chandok, 2005).

15. Shumaila Ahmed(2007) Impact of Advertising on Consumers' buying

behavior through Persuasiveness, Brand Image, and Celebrity Endorsement: The
influence of advertising on cust Shumaila Ahmed, Impact of Advertising on
Consumers' buying behavior 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
behaviors 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 behavior. 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
[Link] 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 behavior. 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.

16. Asmatullah Rahmi, Mohammad Bilal Tayeb and Shamshad

Amerkhail,(2010) The Impact of Advertising on Consumer Buying Behavior:
The impact of advertising on customer purchasing behavior 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 in
order to market their products and services and influence consumer purchasing
decisions. With the rapid growth of technology, effective advertising has become
increasingly crucial in order 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 in order 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
behavior. The t-ratio of all independent variables is statistically significant, and
they all show a positive link with consumer purchasing behavior. This finding is
in line with previous research. We believe that in order for efficient advertising to
take place, the target audience must be thoroughly contacted in order to learn
about their consumption patterns and behaviors 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

17. Haina Tehria,(2009) 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 the majority of 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.

18. Thamaraiselvan Natarajan (2013) investigated the students’ belief towards

social media advertising. Seven factors viz, Pleasure, Product Information, Social
Image, Good for Economy, Materialism, Falsity, and Value Corruption was
considered for the research. The study revealed that working people showed a
negative attitude towards falsity of advertisements while a high positive attitude
was shown towards the social role, good for the economy, hedonic. Both students
and working professionals have opined that advertisements are materialistic and
have value corruption. The study suggested that advertisements should be
designed with a consciousness of the society.

19. Tashrifa Haider, S. Shakib,(2017)A Study On The Influences of

Advertisement On Consumer Buying Behavior: 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 behavior. 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
as a result of industrialization 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. The majority of
large local and multinational corporations are now engaged in full-fledged digital
marketing campaigns.

20. The youth girls are more attracted toward TV advertisements featuring
celebrities,models (Dubey & Patel, 2004).The reason for higher response rate
among females for products could be the higher number of advertisements is
targeted at them (Dubey & Patel, 2004). Thus, it can be said the marketers and
advertisers who keep an eye on this market, must perceive opportunities to target
consumers of India which is full of young generation (Selvaraj, 2007). Kaur and
Kaur (2002) explored fashion awareness among rural and urban adolescents. They
observed that television is the most important media of information regarding
fashion awareness among rural and urban respondents.
21. Fernando Ps.P. et al (2008) assessed the consumer perception towards
television advertisements among 80 resident employees of the University of
Peradeniya by adopting stratified random sampling. Further the study attempted
to examine the significance of the relationship between the respondent’s socio-
economic profile and their perception. The analysis showed that the respondents
exhibited a positive perception towards the ad’s ability to compare with other
products while they felt that targeting the children, using celebrity endorsements,
promoting materialism by persuading people to buy unnecessary items are
undesirable and then factors created a negative attitude towards advertising. The
study suggested that the need to design the advertisements with social
responsibility.

22. Prof. Dr. Abdul Ghafoor Awan, [Link],(2004) Effects of Advertisement on

Consumer’s Buying Behaviour with References to FMCGs in Southern Punjab-
Pakistan: With regard to FMCGs, this article investigates how much advertising
influences consumer purchasing behaviour. 250 questionnaires were distributed as
a sample in five cities in southern Punjab (Bahawalpur, Layyah, Tounsa, Bhakhar,
and Multan) using a 5-point Likert scale with cross-sectional data, and 231 full
questionnaires were received from respondents following the field survey. A
conceptual framework was built using the Kirkpatrick model, which has one
dependent and five independent variables. Various statistical techniques were
used to analyze the data, including descriptive statistics, correlation analysis, and
regression analysis. Because data suggests that commercials have a major impact
on customers' buying behavior and choices, the findings of our study are solid.
According to the study, advertisements can influence customer behavior. Other
factors include the need for advertising, the joy of advertising, the dominance of
advertising, brand memory advertising, and the stimulation of advertising. These
are quite useful in shaping and influencing consumer purchasing behavior, which
is a great indicator for advertising and marketing firms. Our findings also
supported the study's hypothesis, demonstrating that advertisements have a major
impact on consumers' purchasing behavior and broaden their options. In light of
our empirical findings, this study will undoubtedly be beneficial to marketing and
advertising organizations in their efforts to advertise their products. It will allow
enormous consumer markets in southern Punjab to be focused.

23. Rashid Saied, et al (2013) Examined the dimensions of internet

advertisement on consumer attitude. Data was collected through the
questionnaire. The sample size was 150 and the respondents were chosen through
Convenience sample, regression and correlation techniques were used or
analyzing the data collected. Advertising Utility, trust, price and perception were
the independent variables and cognitive, affective and behavioral attitudes were
the dependent variables. The study revealed that there is positive and significant
relationship among the consumer attitude and advertising utility. Further, it also
revealed a positive and significant relationship between consumer attitude and
trust on advertisement.

24. Abdul Azeem and Zia UL Haq(2012) Investigated the antecedents of

consumer attitude towards internet advertisement among three demographic
groups students, employees and entrepreneurs. The study identified
Entertainment, Information, Credibility, Economy and Value Corruption as the
significant predictors of attitude towards advertisement. It was found that
entrepreneurs exhibited a positive attitude, whereas the overflow of information
made the consumers to be cynical. Further the study stated that there is a gap
between attitude and actual purchasing behaviors.

25. Harfoushi and et al. [2015] said that Internet is becoming a new way to shop
different products or services online. Although, it is a desire situation for
everyone to touch the products that he/she wants to buy. However, Internet is
playing a wider role in making the shopping more easily as it is never before. The
web makes shopping much easier, and nowadays shopping is not more than away
from a click. A latest term is introduced that is known as “Online Shopping”.
Consumers can directly shop product or services from the sellers without any
interaction of intermediate parties. Just like other direct marketing channels such
as television and catalogs, Internet is also becoming a significant marketing
channel. The Internet supports two-way communications between consumer and
merchant. The web provides interactive shopping channel, which is not bounded
by time and geographical condition.

26. Owolabiand et al. (2014) defined that the impact of advertising on the sales
of insurance products in Sub-Saharan Africa. Advertising is a marketing strategy
commonly employed by company operating in a competitive environment. No
other promotional tool offers such a large audience advertising. The cost of
reaching people through advertising is very reasonable. In addition, advertising
can also be valuable as a means of familiarizing buyers with the products or
reminding them of its existence, thus, it is a worthwhile activity and should be
made a core aspect of the company’s marketing programme. It can be said to be
agreed that there was a positive correlation between advertising expenditure and
sales of insurance products which implies that an increase in the advertisement of
the products lead to an increase in sales.

[Link] T. (2012), investigated women’s consumer’s preferences towards

visual media. The sample size 576 and statistical tools mean, SD, ANOVA, t test
and regression were employed to analyze the data. The time spent on TV and
advertisement are significantly influenced by age, income, occupation and
marital-status an Ravikumar T. (2012), investigated women’s consumer’s
preferences towards visual media. The sample size 576 and statistical tools mean,
SD, ANOVA, t test and regression were employed to analyze the data. The time
spent on TV and advertisement is significantly influenced by age, income,
occupation and marital-status and not by education. Amin Asadolllahi (2011)
studied the relation between advertising strategy and degree of consumer
involvement. It was found that there was a positive relationship between
consumer involvement and structure and content of the advertisement. Also, there
was a positive relationship between the degree of consumer involvement and
hierarchy of effectiveness of advertisements.
28. Sathya and Indirajith (2006) conveys that the consumer buying preferences
are rapidly changing and moving towards high-end technology products with
acculturation. Products which were once considered luxury items have become a
necessity because of the changing lifestyle and rising income levels. With growth
in disposable incomes, the demand for high-end products such as television,
washing machine, refrigerator, and air conditioners has increased considerably. It
is also facilitated by the easy availability of finance and prevalence of nuclear
families. Increasing in demand for consumer durable in the market the fall in
prices as Indian consumers are continue to attach a high degree of importance to
value for money.

29. Manjeet (1999) in her article finds out that India’s youth are ambitious,
technology-oriented and confident. By 2015, Indians under 20 will make up 55%
of the population and wield proportionately higher spending power. In the west,
the youth segment has almost always been pitted against their seniors. Rebellion
was the key starting point. Adventure, music and other symbols of ‘cool’ became
a perfect recipe for creating cult brands that rallied against the system. This model
of tapping youth presupposes that it’s always youth versus old. It also preoccupies
itself with a continuous search for what’s ‘cool’ among youth. Since the
behavioural distance between the youth and the others in these societies is
significant, it’s easy to rally youth around such points of difference. This model
however is at a loss in India, where everything and everyone is young.

30. Nadia M. Taher et al (2009) attempted to study the cognitive and effective
responses to the advertisement in general and dental advertisement in specific.
The findings of the study revealed that, TV advertisements were the most
attractive advertisements, media and females were interested to watch an
advertisement on TVthan males. It was found that males and females from
different occupational classes were influenced by female attractiveness in the
advertisement.

31. Sathya and Indirajith (2019) conveys that the consumer buying preferences
are rapidly changing and moving towards high-end technology products with
acculturation. Products which were once considered luxury items have become a
necessity because of the changing lifestyle and rising income levels. With growth
in disposable incomes, the demand for high-end products such as television,
washing machine, refrigerator, and air conditioners has increased considerably. It
is also facilitated by the easy availability of finance and prevalence of nuclear
families. Increasing in demand for consumer durable in the market the fall in
prices as Indian consumers are continue to attach a high degree of importance to
value for money.

32. Goldsmith & Lafferty,( 2002) The researcher had conducted research on
impact of advertising on youth consumer buying behavior. Advertising is to
create understanding liking and selection of product or service. The most
influencing theory in marketing and advertising research is attitude-towards-
thread 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.

33. Rai, (2013) the researcher had conducted research on impact of advertising on
youth consumer buying behavior. 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, life style and surroundings. Also advertisement have very important
role in shaping the consumer behavior. Advertisement is the source of motivation
which forces them to buy particular 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 build up by product
evaluation and brand recognition.

34. Proctor and Stone,( 1982) The researcher had conducted research on impact
of advertising on youth consumer buying behavior. Advertisement is always
effective for consumer attitude and changed their perception about products.
Consumer behavior is the attitude of customers regarding any product. Companies
should analyze the behavior because this is the main source of their success. The
main purpose of consumer behavior analyze different factor affecting on
consumers behavior in terms of social, economic and psychological perspective
that determine the factor of marketing mix selected by management. In the
marketing progression consumer behavior 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 behavior.
Consumer behavior investigation is used to analyze various communiqué methods
as well as for the development of manufactured goods.

35. Sathya and Indirajith (2014) in their article titled “A Study on advertising
on youth consumer buying Behavior of Durable Goods with Special Reference to
Tiruvarur District” have revealed that the consumer buying preferences are
rapidly changing and moving towards high-end technology products with
acculturation. Products which were once considered luxury items have become a
necessity because of the changing lifestyle and rising income levels. With growth
in disposable incomes, the demand for high-end products such as television,
washing machine, refrigerator, and air conditioners has increased considerably. It
is also facilitated by the easy availability of finance and prevalence of nuclear
families. Increasing in demand for consumer durable in the market the fall in
prices as Indian consumers are continue to attach a high degree of importance to
value for money.

36. Harfoushi and et al. [2015] said that Internet is becoming a new way to shop
different products or services online. Although, it is a desire situation for
everyone to touch the products that he/she wants to buy. However, Internet is
playing a wider role in making the shopping more easily as it is never before. The
web makes shopping much easier, and nowadays shopping is not more than away
from a click. A latest term is introduced that is known as “Online Shopping”.
Consumers can directly shop product or services from the sellers without any
interaction of intermediate parties. Just like other direct marketing channels such
as television and catalogs, Internet is also becoming a significant marketing
channel. The Internet supports two-way communications between consumer and
merchant. The web provides interactive shopping channel, which is not bounded
by time and geographical condition

37. Yeshwanth Pabba, Balamurugan J, Gunnam Krishna Praveen &

Vaigandla Sai Akhil (2018) in their study concluded that individuals like to
watch television advertisements for purchasing products. Students and their
families together decide which products to buy, and they expect the product to be
of the same quality as the one advertised on television. Students don’t buy
products that they don’t want. They don’t spend their time viewing products they
don’t need. The research also revealed that females are more influenced by
television commercials than their male counterparts when it comes to purchasing
decisions.

38. G Nirmala & Dr N. Panchanatham (2019) in their study revealed that

television advertisements play a significant role in persuading female consumers
to buy cosmetic items, and that women, in particular, buy a greater number of
cosmetic products not just to look good but also to gain more confidence. The
study revealed that purchase decisions of women are greatly influenced by TV ads
especially in the case of cosmetics products. Several factors influence their
purchase decisions. Women in nuclear and joint families use cosmetics
irrespective of their family type, and television have been found to influence
women to buy cosmetics.

[Link] Fatima and Samreen Lodhi (2015) in their article titled “Impact of
Advertisement on Buying Behaviors of the consumers: Study of Cosmetic
Industry in Karachi City” have exposed that Advertisement helps the company to
create the awareness in their customers and ingredients the advertisements shape
the perception of the customers either in the positive or in a negative way. People
can perceive the quality of the products by gathering the information which they
usually get through advertisements. The perception of the quality, awareness of
the product and consumer opinion drives the consumer buying decision. Study
critically evaluates these factors which shape the buying behavior and provides
the deep insights towards the role of advertisements shaping the consumer
behavior.

40. Vishal Khasgiwala & Monica SainyIn(2009) their study titled “Gender
disparity wise study of Impulsive advertising on youth consumer buying behavior
and exploratory tendencies of youth in central India”, impulsive buying behavior
is experimented. Impulsive buying is a common behavior today and can occur in
any setting. Much of the human activity is driven by impulses that are
biochemically & psychologically stimulated. Beatty and Ferrell described that
Impulse buying refers to immediate purchases which are without any pre-
shopping objective either to purchase the specific product category or to fulfill a
specific need. It is not consciously planned, but arises immediately upon
confrontation with certain stimulus. India Being a transitional economy
technological boom such as television shopping channels and the Internet expand
consumers’ impulse purchasing opportunities, increasing both the accessibility to
products and services and the ease with which impulse purchases can be made.
Impulse buying is an unplanned purchase that is characterized by relatively rapid
decision-making, and a subjective bias in favor of immediate possession.

41. Sathish and A. Rajamohan (2012). In their study on advertising on youth

Consumer buying behavior in marketing, a general approach of consumer is
taken. A consumer’s buying behavior is seen as the sum of his interactions with
his environment. Buying behavior studies are a component of the broader
behavioral concept called psychographics.” Harold W. Beckman and Christopher
Gilson define buying behavior as “unified” patterns of behavior that both
determine and are determined by consumption. The term “unified patterns of
behavior” refers to behavior in its broadest sense. Attitude formation and such
internal subjective activities may not be observable, but they are behavior
nonetheless. Buying behavior is an integrated system of a person’s attitudes,
values interests, opinions and his over behavior. It is found in this study that
“Consumer behavior is still a young discipline and most of the research now
available has been generalized only during the past fifteen years or so.
Innovations such as the buying behavior concept and AIO research represent
ways to move the study of consumers away from isolated, often unrelated projects
towards broader integrated systems and research techniques.

42. Schifman & Kanuk,( 2009) Consumer buying behavior is defined as the
mental, emotional and physical activities that people engage when selecting,
purchasing using and disposing of products and services in order to satisfy need
and desires . It includes purchasing and other consumption related activates of
people engaging in exchange process. Solomon, Bamossy, Askegaard and Hogg
defined consumer behavior as the study of the process involved when individuals
or groups select, purchase, use, dispose of product, service, ideas or experiences
to satisfy needs and desire. Consumer buying behavior is affected by economic
factors such as income expenditure pattern, price of products price of
complementary products, substitute goods and elasticity of demand (Abraham,
1997; Kotler; Weng, Sanders & Armstrong 2001). It is also affected by
psychological perception, attitudes and learning (Kotler et al, 2001). Consumer
behavior is affected by social and cultural factors that affects individuals buying
decision but determines the kind of product to buy. (Arnould & Thompson, 2005);
Perault, Jerome & Mccarthy, 2005).

43. Kumar et al (2020) analyzed that FMCG sector is a vital contributor to

India’s Gross Domestic Product. It has been contributing to the demand of lower
and middle-income groups in India. Over 73% of FMCG products sold to middle
class households in which over 52% is in rural India. Rural marketing has become
the hottest marketing arena for most of the FMCG companies. The rural India
market is huge and the opportunities are unlimited. After saturation and cutthroat
competition in urban areas, now many FMCG companies are moving towards the
rural market and are making new strategies for targeting the rural consumer. The
Indian FMCG companies are now busy in formulating new competitive strategies
for this untapped potential market. Therefore, a comparative study made on
growth, opportunity, and challenges of FMCG companies in rural market. One of
the most attractive reasons for companies to tap rural consumers is that an
individual’s income is rising in rural areas and purchasing power of lower and
middle-income groups is also rising and they are eager to spend money to
improve their lifestyle.

44. Harfoushi and et al.(2004) said that Internet is becoming a new way to shop
different products or services online. Although, it is a desire situation for
everyone to touch the products that he/she wants to buy. However, Internet is
playing a wider role in making the shopping more easily as it is never before. The
web makes shopping much easier, and nowadays shopping is not more than away
from a click. A latest term is introduced that is known as “Online Shopping”.
Consumers can directly shop product or services from the sellers without any
interaction of intermediate parties. Just like other direct marketing channels such
as television and catalogs, Internet is also becoming a significant marketing
channel. The Internet supports two-way communications between consumer and
merchant. The web provides interactive shopping channel, which is not bounded
by time and geographical condition.

45. Owolabiand et al. [16] defined that the impact of advertising on the sales of
insurance products in Sub-Saharan Africa. Advertising is a marketing strategy
commonly employed by company operating in a competitive environment. No
other promotional tool offers such a large audience advertising. The cost of
reaching people through advertising is very reasonable. In addition, advertising
can also be valuable as a means of familiarizing buyers with the products or
reminding them of its existence, thus, it is a worthwhile activity and should be
made a core aspect of the company’s marketing programmed. It can be said to be
agreed that there was a positive correlation between advertising expenditure and
sales of insurance products which implies that an increase in the advertisement of
the products lead to an increase in sales.

46. Sathya and Indirajith (2017) convey that the consumer buying preferences
are rapidly changing and moving towards high-end technology products with
acculturation. Products which were once considered luxury items have become a
necessity because of the changing lifestyle and rising income levels. With growth
in disposable incomes, the demand for high-end products such as television,
washing machine, refrigerator, and air conditioners has increased considerably. It
is also facilitated by the easy availability of finance and prevalence of nuclear
families. Increasing in demand for consumer durable in the market the fall in
prices as Indian consumers are continue to attach a high degree of importance to
value for money.

2.3 Research Gap

From literatures reviewed, we can say that, indeed advertising has a positive
effect on the purchase of youth consumers and it positively influences the sales of
companies. We found that most work done in the subject, found out the effects of
advertising on companies’ sales using various econometric tools. Little can be
said of work done on the consumers’ side using econometric and any products
analysis. Also, most reviewed literature made use of descriptive statistics thus,
measures of central tendency and dispersion which didn’t give any empirical
evidence as to how much effect advertising has on consumer buying behavior. It
is therefore a necessity to have this research done.
CHAPTER-3 CONSEPTUAL STUDY

3.1 Meaning of advertising?

Advertising is a promotional activity which aims to sell a product or service to a

target audience. It is one of the oldest forms of marketing which attempts to
influence the actions of its target audience to either buy, sell, or do something
specific. Using a highly tailored message the advertisement can be niche (targets a
small audience) or general (targets a large audience).

Advertising is a lot older than most other marketing activities like email
marketing and Search Engine Marketing. Since the internet has become the norm,
advertising has been divided into two fields: traditional advertising and digital
advertising.

Traditional advertising relates to print, TV, and radio advertisement that has been
popular for over 150 years. Print advertising is the most effective advertising for
businesses as it revolves around a target audience personally receiving the
advertisement through flyers, newspapers, and the mail.

Digital advertising revolves around any advertising activities online like display
advertising, PPC, Social Media advertising, etc. This form of advertising is
cheaper and easier to track so it has become a more widely used form of
marketing.

3.2 Definition Advertising

“Advertising is the process by which businesses or individuals showcase their

products or services to the public. The goal of advertising is to sell products,

increase brand awareness or promote an idea. There are three purposes of

advertising: to inform, to remind and to persuade. You can use advertising

to grow your business by reaching larger audiences and expanding into

different industries.”
3.3 Types of advertising

Businesses should be aware that there is a variety of types of advertising that can
be used. The choice will then depend particularly on the objectives, on the budget,
and also on the audience the company would like to attract.
3.3.1 Paid search advertising
Paid search or also known as, pay per click is a digital marketing technique in
which advertisers put advertisements on search engine results pages (SERPs) and
pay for the commitment that those advertisements obtain. Paid search marketing
takes this model through practice by authorizing marketers to promote on these
Search Engine Results Pages (SERPs) by pay-per-click or pay-per-view means.
3.3.2 Social media advertising
Social media advertising is a digital marketing channel for paid ad campaigns to
meet the target audience. Marketers and advertisers can promote their brands and
boost sales via these often-used platforms. The goal of this type of advertising is
usually to achieve brand awareness, increase the number of social media
followers, increased sales of a specific product over a certain period, increase
visits to the website, and increase the number of online store visits. However, it is
important to be careful when doing ads on these platforms as the audience is not
the same. For instance, the audience on Face book might be different from that on
Twitter. (Goorevich 2019.) Below is a list of famous SNSs that people from all
over the world tend to use: It is known that many people create their own business
page on Face book to show the products they are selling, or they simply join other
Face book pages or groups and share these same products with only
the targeted persons that may have the same taste which are the ones who
are already in the group. Instagram is rather similar to Face book. Therefore,
people create their own business profile and start promoting their goods or
services. YouTube can be one of the most efficient apps to make money. In this
app, people creating a certain content may include ads which they’re paid for as
well as promoting their own march based on famous expressions or citations
either created by themselves or by famous celebrities such as “Good Vibes Only”
or “If It’s Nice We Play it Twice” and so on. Or, they simply create a private
channel on Patron where “Supporters” which are the fans from YouTube pay
some amount of money; it can be 3 or 5 or 10 dollars maybe even more, and
where these youtubers put some exclusive contents only. SnapChat is also an app
that is mainly used to share daily life stories. There, it is common that celebrities
and influencers promote other companies’ products or services that they got to use
3.3.3 Native advertising
A native advertising is an advertising message designed to fit with a media
platform's daily content. These advertisements simulate the template with the idea
that the explicit advertising content could be avoided by the recipient. This idea
predates the age of the Internet, except that it emerged through it through
promotional and supported content, partner content, and many other names to
differentiate it from the main content. The aim of this type of advertisements may
be to raise awareness of the product or service or raise the demand for them. It
does not require the customer to take direct action and may not include a link with
the company that pays for the advertisement. In fact, since they match the normal
flow of the page, these brilliant native advertisements provide users with very
important facts, making the advertisement side secondary to the message being
shared. Native advertisements are not intrusive, and consumers would not be
aware that they are dealing with an advertisement.
3.3.4 Display advertising
Long time ago, when we look at many monuments and graves, we find signs that
are either incantation or identification signs above them that indicate the name of
that relic or the owners of the grave, or the purpose of constructing that building
for them or preparing that room or shrine for them. We can say then that these
informational and advertising banners have been known since those ancient times.
As for others as is evident in many of the Sabian and Hamiriya Musnad
inscriptions in southern Arabia, as well as Pharaonic or Babylonian, etc, some
royal orders, laws and regulations were written so as to describe one of the battles
or list its results. (Alzaheer 2011.) Then after several eras, other signs of display
advertising or commercial nature emerged. The exact time when they began is
unknown, but these inevitably appeared a long time ago, and then evolved over
the years until they became the form on which they settled till the end of the
sixteenth century AD. Also, if the development of these signs was very slow - as
we entered the modern industrial era - the advertising industry jumped to an
amazing degree with the enormous scientific and technological leap. Therefore,
with this great acceleration over the past two centuries, the advertising industry
has gone through several phases, depending on each period, and what is available
in every era of equipment and innovations. Here are some phases that display
advertising or banner advertising has gone through: 9 The first phase: the
beginning of establishing the base for advertising art: Advertising media at that
time, especially (banners) were very simple, were of small sizes, and most of
them were carved or figured wood, or written on sheet, but they were very elegant
in many cases. The second phase: (acrylic era): With this stage began what is
known as electric signage, which are three types that are closely related to
electricity, and also to (acrylic), which entered the advertising field and then
contributed strongly to its advancement, and therefore several types of signs
appeared, such as: Externally lighted signs: They are signs that are highlighted
from outside so that passer-by can read their contents at night. Internally lighted
signs: They are signs with internal lights, the entire front of which is lit. In
writing, lighted signs: They are banners with hollowed out letters inside of them
are electric lights that make each letter illuminated Stage three: (The Neon era):
These lamps generally come with a power capacitor, and one of the most
prominent advantages is that in addition to their clear light, they have a longer life
and do not heat up. It is therefore more suitable for the advertising sector. Stage
four: (Flex face era): This material is characterized by its size, which is larger
than the sizes offered by acrylic sheets and others in very large sizes. It was
therefore possible to make huge banners that could not be manufactured at that
size before this material emerged. Fifth stage: the electronic printing revolution:
Not long after the emergence of Flex Face have passed until a new era in the
world of advertising began, the era of the printing revolution, which began with
the beginning of the twenty-first century. With the advent of this century, printing
technology has developed astonishingly, and the field of advertising has had the
lion’s share of it. Return to advertising art: We reviewed in the past the stages of
developing advertising banners from the beginning of the modern era till this day.
We also saw those changes that occurred in the manufacture of written
promotional advertising, but nevertheless, not all advertising patterns and means
disap- 10 peared. Whenever one era ended and another appeared, many types of
signs remained even if its survival was a kind of classic. New signs that remained
in the old style can still be seen in many streets of the world but with advanced
technologies, especially the formable neon works and paintings with raised letters,
as well as banners with moving frames.
3.3.5 Print advertising
Print advertisements are a marketing message spread across print media. Print
advertising is also a secure and efficient way of getting people to talk. Posters as
an example can be used in a variety of media and be seen everywhere from bus
shelters, town or roadside signs, stations and other public transportation locations,
etc. Aside from posters, we can also cite flyers, brochures, leaflets, business cards,
catalogues, placemats, and so on. Street marketing is the art of bringing
advertising directly into people's lives, in the middle of the street by positioning
advertisements in places that people would never guess that they would see them
3.3.6 Broadcast advertising
Generally speaking, radio, TV, and Internet advertisements are broadcast
advertising. The ads displayed on radio and television is an important part of the
advertisement broadcast. Unlike the print media, broadcast media such as TV and
radio have a larger audience. As both the national and global audience can be
addressed via it, radio and television commercials fall under the category of mass
marketing. The aim of broadcast advertisements is to reassure consumers of the
product's benefits. It is regarded as a highly successful advertisement tool. The
cost of advertisements on this channel is determined by the length of the
commercial and the exact time it is broadcasted. The cost of an ad in the luxury
slot, for example, would be higher than in any other slot
3.3.7 Outdoor advertising
Outdoor advertising sends a message to the general public through highway
billboards, transport banners, etc. Outdoor advertising is a very important form of
advertising, since advertisements are large and visible to all. This type of
adverting sends a message to the general public through highway billboards,
transport banners, etc. The crucial part of the advertisement is that the message to
be conveyed must be transparent and straightforward. Even though it is possible
to use images, they cannot be overused. Thus, in order for the audience to decide
to buy the good or service, everything must be introduced to the them in this way.
The message to be conveyed may be an advertisement encouraging people to
purchase a product, go on a holiday, vote for a candidate, or donate to a charity.
Millions of dollars are spent on outdoor ads each year, according to the Outdoor
Advertising Association of America (OAAA), and the numbers are predicted to
rise. This is due to the fact that outdoor traffic grows year after year, and so the
potential demographic for outdoor advertisements grows as well. (Juneja 2021.)
Print and newspaper advertisements account for a significant and large part of
advertising, but outdoor advertising is distinctive and unique in its own way. It is
an inexpensive way to advertise. Compared to TV advertisements, where a full
30-second commercial needs to be designed, all you have to do is design and print
a billboard. When strategically placed, outdoor ads can guarantee high visibility at
quite a low cost which is why outdoor advertising is so economical.

3.4 Objectives of Advertising

3.4.1 Introduce a Product

The most common reason Advertising is used to introduce a new product in the
market. It can be done by existing brands as well as new brands. Look at the latest
iPhone in the market or Nothing Phone 1, and you will find many advertisements
for these new products. The objective of advertising here is to inform customers –
“Here is the new product we have launched.”
3.4.2 Introduce a Brand

Many startups are in the market today, and many are services based. Services are
generally marketed as a brand rather than marketing their single product.
Therefore, Uber will market its brand and introduce that Uber has started
servicing customers in a new market. The same goes for Oracle or Accenture
Companies that market their brand and their presence in the market rather than
marketing an individual product.

3.4.3 Convince customer

Convincing customers to perform a particular task is the primary objective of

advertising. The tasks may involve buying or trying the products and services
offered, forming a brand image, developing a favourable attitude towards the
brand etc.

3.4.4 Customer Retention

This is aimed at companies that want their previous customers back. Those who
have migrated to another brand products or services. Advertisers use different
methods to keep customers back such as discount sales, new advertising, some
work done on the packaging, etc.

3.4.5 Build Awareness

According to the AIDA model, the most important job of advertising is to get
attention which is nothing but building Awareness. Advertising needs to capture
people’s attention and make them aware of the products or their features in the
market.

3.4.6 Acquiring Customers or Brand Switching

One of the significant objectives of advertising and the first objective of many
advertising campaigns is to acquire more customers. It is also known as making
the customers switch brands. It happens by passing on a solid message, so the
potential customer leaves the brand he is attached to and comes to your brand.

3.4.7 Differentiation &Value Creation

A crucial aspect of Advertising is to differentiate, the product or service from the

competitor’s. A customer can only differentiate between services based on the
firm’s value over that of competitors.
If a competitor is advertising features while your firm advertises promises and
commitments, naturally more customers will “trust” other brands rather than
yours. This is why advertising is commonly used to create value and differentiate
one brand from another.
Coca-cola, Toyota, and Amazon are the few most trusted brands in the market.
Undoubtedly, these brands are also amongst the top advertisers in their respective
segments. These brands target value creation as well as differentiation via their
advertising campaigns.

3.4.8 Brand Building

When a brand regularly advertises and delivers quality products and meets the
promises it makes, the value of the brand is automatically built. However, there
are many other aspects of brand building. One of the first ones is advertising via
ATL and BTL campaigns.

Brands have different objectives for Advertising. Brands like P&G and HUL
regularly invest funds in building a good brand value for the parent brand. By
doing so, even if one brand is affected, the parent brand is untouchable.

Recently we observed the problems of Maggi in India, where Maggi was banned
due to high lead content. However, this did not affect Nestle’s parent brand, nor
did it affect other brands like Nescafe, which had done their own brand building
and were independent of the parent brand. This brand was built by good products
and constant advertising to build brand equity and connect with the audience.

3.4.9 Product Positioning-Product and Brand Recall

One of the critical factors in the actual purchase of a product is the products recall
and the brand recall at the time of purchase. Among the advertising objectives,
one objective is to position the brand in the minds of the customer correctly.
Besides premium marketing, we can also look at niche marketing. Kent is a
company that has focused all its advertising on its purification capability. They
claim they are the masters of water purifiers. Their repeated advertising creates a
high product and brand recall in the customers’ minds, thereby positioning them
as the top purchased brand in the water purifier segment.

3.4.10 Increase sale

Naturally, with so many steps being taken to advertise the product. There is no
doubt that one of the objectives of advertising is to increase sales. Many times,
this objective is achieved via advertising. However, if the campaign is improper
or the audience is not targeted correctly, advertising can fail in its objective.

Still, there are many seasonal products wherein an immediate increase in sales is
observed due to advertising. The best example is Ice cream brands which
advertise heavily during the summer months because they know that advertising
will immediately influence the sales figures. They do not waste money on
advertising during the winter season at all.
Similarly, you will see many ads for raincoats during the rainy season and ads for
winter wear during the winter seasons. All these ads are placed to increase the
sale of the product immediately.

3.4.11 Increase Profits

With the value being communicated, the brand being differentiated, and sales
being increased, there is no doubt that advertising can significantly increase
profits. Advertising should never be looked at as an expense or a liability. It is an
investment for a firm, just like a brand.

Look at the likes of Siemens or Bosch – Brands which have invested heavily in
positioning themselves based on their German engineering. As a result, today,
they demand high profits in whatever segments they operate in or whatever
products they sell.

3.4.12 Create Desire

Again, referring to the AIDA model, one of the main factors in advertising is to
create a desire for the product so that the customer wants the product. Brands
known to do this are BMW, Audi, Harley Davidson, Adidas, and others. These
brands are master of advertising where they create so much desire for the product
that the customer wants a product even if he doesn’t need it.

There are many stories of Harley Davidson as a brand wherein customers have
saved money for years to buy a particular bike of Harley Davidson. Same stories
about Audi or BMW. A unique example, in this case, is the bottles of Absolut
Vodka. Absolut Vodka is so famous for its bottles that there are collectors who
desire to collect all different bottle types of Absolut Vodka. Such desire creation
is an effect of advertising + brand building + fan following over time.

3.5 Need and importance of Advertising

Advertising is a powerful tool that can help you attract customers, inform them
about your products and build customer trust. Most companies use some type of
advertisement to help them promote their products or services. Advertising aims
to persuade, which can play on a youth customers self-image and influence their
thinking or behavior.

The following image depicts the importance of advertising;

3.5.1 Advertising is important for the customers

Just imagine television or a newspaper or a radio channel without an

advertisement! No, no one can any day imagine this. Advertising plays a very
important role in customer’s life. Customers are the people who buy the product
only after they are made aware of the products available in the market. If the
product is not advertised, no customer will come to know what products are
available and will not buy the product even if the product was for their benefit.
One more thing is that advertising helps people find the best products for
themselves, their kids, and their family. When they come to know about the range
of products, they are able to compare the products and buy so that they get what
they desire after spending their valuable money. Thus, advertising is important for
the customers.

3.5.2 Crucial for a launch

Advertising is crucial for the launch of a brand new product service or idea in the
market. If the advertisement of any concerned products service or idea is done
correctly at a right place, through proper media, and within a particular time
constraint, can attract many new customers. It helps to capture the market and
increase sales of an advertiser.

3.5.3 Source of revenue

Advertising is a prime source of revenue for publishers of mass media like

newspapers, TV channels, magazines, and websites, so on. The input cost
involved in processing any valuable information is usually higher than its selling
price. A publisher's expense rises due to various data gatherings and information-
processing activities like research (investigation), professional writing, editing,
proof-reading, publishing in the form of printing or digital web hosting and
distribution.

It pays publishers their input costs and in return use their media platform as a
medium to reach maximum number of people. Indirectly, because of it, customers
of publishers (who are mostly readers or viewers) also get affordable access (or
sometimes even free access) to high-quality information databases.

3.5.4 Sales promotion

Advertising is done to promote goods, services, ideas, and events.

It is for promotion;-

1. Consumer goods under cosmetics, electronics, eatables, stationary, jewelry,

textiles, etc.
2. Services provided in sectors like banking, insurance, hospitality, air travel,
consultancy, healthcare, education, so on.

3. Ideas. For example, an entrepreneur encourages the general public to invest in

his business ideas.

4. An event during a festival or gatherings likes exhibitions, ceremonies, rallies,

etc.

3.5.5 Increases sales

Advertising spark an interest of advertised products and services in the masses.

Interest creates demand in the market. The growing demand soon results in higher
sales. Eventually, the advertiser fulfills his main goal of investing in an
advertisement.

However, to continue with such a growth in sales, the advertiser or merchant must
also maintain a good price-quality ratio along with regularly running his ad
campaigns.

3.5.6 Maximizes profit

Advertising helps in increasing sales and control the cost borne by the advertiser.
It helps to widen the gap between his sales and incurred cost. With maximizing
sales and lowering cost, the profit of an advertiser grows.

Thus, it aids in maximizing the profit of its advertiser.

3.5.7 Consumer awareness

Advertising creates awareness by informing consumers:

1. Awareness: It creates an awareness among consumers about the availability of

any particular product or service in the market. It attempts to convey them why an
advertised product or service is better than other alternatives currently available in
the market.
2. Information: It informs a consumer, mainly about; various features, benefits,
price and use of an advertised product or service. It also gives information about
the brand name or trademark used the address of a manufacturer or a service
provider, and other relevant details to the consumer.
While creating awareness and supplying relevant information, it ultimately helps
a consumer to make a right choice in his or her purchase.
3.5.8 Educate the society
Advertising has a remarkable ability to reach masses and educate the society.
Therefore, many Governments and even Non-Governmental Organizations
(NGO) often take help of advertisements to reach and educate people on
important social issues.
Creative ads released in the public interest teach people about:

 Family planning,
 AIDS awareness,
 Saving water and electricity,
 Giving children compulsory education,
 Providing a right kind of nutrition to the mother and her new-born
infant, Abolishing child labor, etc.

3.5.9 Demands creativity

Advertising is impossible without creative thinking. In other words, creativity is
the essence (main ingredient or soul) of it.
For an advertisement to be successful, it must have some core aspects or
fundamental characteristics in it. The five must of an advertisement (ad):

1. Creative,
2. Original,
3. Not a copied one,
4. Artistic, and also
5. Attractive or appealing to large masses.
Professional AD agencies must hire people with creative minds to make
advertisements

Original and appealing to people. For this, experts who think ‘Out of the box’ and
bring newer concepts, catchy jingles, and display innovative presentation skills
must be selected.
3.5.10 Target oriented
Advertising is target-oriented in nature.
In general, target oriented means to pay close attention to or keep one's focus only
on a particular thing at a given time.
In the context of advertising, it means to focus on (i.e. target), or deliver attention
towards, purely on a particular group or class of consumers. Advertising is
effective only if it is focused or target-oriented.
3.5.11 Builds brand's image
Advertising creates goodwill and helps in building a brand's image in the market.
Repeated advertisements make branded products and services very popular.
People tend to show a more trustworthy attitude towards advertised brands over
non-advertised ones. Well-known branded products are usually made from quality
raw materials and hence are preferred by most consumers. As a result, the demand
for branded products increases.
The rise in popularity and building of trust gradually helps to increase the value of
the brand name. Eventually, this boosts sales of branded products and services. It
also popularizes the reputation of that entity who owns these brands.

3.5.12 Monitor demand and supply

Advertising, if done repetitively, helps in generating higher demand in the market
for advertised products and services. The rising demand must get fulfilled with an
equivalent amount of supply of products and efficient delivery of services. Proper
care must be taken to monitor the demand and supply function so that none of the
demand remain unfulfilled.
If supply is not at par with the increasing demand, then the market may soon lose
confidence and demand's downfall may take place. If this happens, the sale will
also fall, and the money spent on advertising won't get recovered. Eventually, this
may lead to losses. Thus, when advertising results in higher demands, an
appropriate supply must be ready to compensate it. The demand and supply
function must be well monitored to check that such compensation is proper.

3.6 The influence of advertising on the youth consumer’s buying behavior

Marketers invest in a variety of media outlets in order to manipulate customer

behavior. Every media platform's advertisement has a distinctive and unique
pattern that engages customers in a special way. Consumer media preferences
have changed as a result of digitalization. As a result, a better understanding of
advertising on various media outlets and their implications for the consumer
behavior must be identified.
3.6.1 The impact of advertising on individuals
There are two types of factors that influence the consumers’ behavior when
starting to make a decision to buy what needed from a certain product: internal
and external. Advertising influences consumer behavior and that is done by
raising awareness of the product's presence, providing critical info, specifying the
features and benefits, reminding and repeating, motivating, and finally eliciting a
behavioral response. Advertising cannot achieve the desired effect and results on
its own. As a result, the products must be of high quality and presented in such a
way that consumers are willing to buy them, as well as have reasonable prices.
According to Meshesha (2018), consumers are more expected to interact with
brand ads that have specific emotions and messages.
[Link] Children
While these ads can be insightful and help the individual make an educated
decision, they can also have an impact on children and, in certain cases, affect
both their decisions and sometimes even personality. Advertisements can include
motivational messages that encourages children to pursue a career or a particular
dream, to grow a passion, or to make healthier food choices, but they may as well
have some negative consequences. Certain advertisements, for example, are
known for using comparative illustrations, which essentially mock an individual
that uses a different product. This can cultivate in children the concepts of
inferiority and superiority as they begin to compare and contrast themselves to
others and feel less secure and confident. Advertisements can also play a
significant role in controlling a child's choice of toys, clothing, or luxuries
[Link] Adolescents
There has been a lot of research done over the years on the effects of alcohol and
cigarette advertisements on children. According to studies, advertisements
encourage unhealthy behaviors in children and adolescents, and the task of
protecting them has become increasingly difficult as companies advertise their
products via the Internet and social media. Advertising, according to experts,
increases the chances of underage drinking. In fact, watching alcohol
advertisements is associated with increased alcohol consumption among teens,
which is linked to higher levels of problems such as drinking alcohol, being
unconscious due to excessive drinking, fighting, and absenteeism from school.
(Parsons & Samuels 2013.) By advertising alcohol, teenagers are encouraged to
purchase a product that they should not be consuming as much of. Marketers can
use a variety of psychological techniques to deceive customers and create all of
the conditions for purchasing a product. However, thoughtful people with their
own point of view on what is going on around them and in their lives are nearly
impossible to deceive. Teens recognize the futility of advertising for many
products, and they can analyze and recognize what they dislike about both the
advertisement and the product being offered to them.
[Link] Adults
Today, everyone is exposed to advertising. The impact on people's choices during
their hours of watching all of these announcements on TV is very profitable,
because it reveals the new and available goods that that person advertises to them.
It is unquestionably effective at attracting customers not only psychologically, but
also visually and culturally. In this case, women discovering a new product can be
given as an example. In reality, it could be a regular product with the message of
an incredible product that can create a mystery and keep reminding these women
that it is really good and inviting them to try it until they are convinced and then
rush to purchase it. The same is true for men in terms of clothing, automobiles,
perfumes, and so on.
[Link] Elder lies
Significantly, less attention and importance has been given to the analysis of the
impact of ads on elderly consumers. The 55-plus age group is now bigger and
accounts for a significant part of the population and buying power than the
popular youth market. According to the World Health Organization (2018), by
2050, the world’s population aged 60 years and older is expected to total 2 billion,
up from 900 million in 2015. That is why, producers and marketers must learn
how to attract elderly customer to buy the product by devising a smart method
that is in line with the needs of this ever-increasing age group, which has become
a significant part of society.
3.6.2 Social media as a marketing channel
Social media marketing is a type of e-marketing that works by encouraging
followers to visit the company's page and learn about the products and services
this company wants to promote. It is worth noting that 92 percent of marketers
worldwide have emphasized the importance of using social media in their
business, owing to the fact that the latter is one of the smartest ways to achieve
massive profits, as it is used by people of all ages.
[Link] Usage of social media
Social networks are a valuable resource for both businesses and young people.
They enable businesses to maintain direct communication with customers. Most
businesses have their own Face book/Instagram page or Twitter account where
they can inform customers of new products or special offers and receive feedback
from them. Businesses benefit greatly from the exposure provided by social media
platforms. In a brief, we can say that the greatest use of these social networks in
the business sector is the increased web visibility
[Link] Word-of-mouth

In a marketing context, word of mouth is initially defined as the oral

transmission of information or opinions about a product, service, or organization.
Word of mouth is usually unintentional, but it can be encouraged, and even
rewarded, through sponsorship actions. Word of mouth is generally positive in a
form of recommendation, but can be negative as well in the form of a warning.
The effects of word of mouth have been enhanced in particular by the
development of social networks, which enable new forms of recommendations to
be accessible to all since only one of these recommendations can have far greater
impact on people to get more of the chosen products/services
3.6.3. Creativity in advertising
Advertising is one of the most flexible engines in the global selling process. It is
something that stands out among the major competitors by attracting the
attention of the target audience to selling the product or service and thus
achieving the customer's communication and marketing goals. Advertising
creativity is focused on its ability to provide important solutions as well as
unique and appropriate ideas to marketing problems, as creativity in advertising
is regarded as a fundamental pillar of advertising success. According to Chron
Contributor (2020), creativity is considered as the soul of advertising as it is what
brings life into ads about goods and services that would otherwise be dull or
meaningless in the hearts and minds of target customers. That is why many
advertisers tend to turn to advertising firms specialised in the design and
development of ads to see what would work and perform the best.
[Link] Creativity
The first reason that creativity is important in marketing is that it promotes
uniqueness. Doing something new and different is one of the simplest ways to
pique the interest of your clients and potential customers. Furthermore, creative
ideas are far more memorable: people will not only pay more attention to your
advertisements, but they will also remember your name and your products for a
longer period of time. Businesses that want to compete in marketing must cut
through the clutter and distinguish themselves from their many competitors.
Innovative marketing techniques and strategies enable you to capture your target
audience's attention.
[Link] Hierarchy of effects model
A decision is made after three successive phases, according to the model of the
hierarchy of effects widely used in the study of consumer behaviour: first,
cognitive: the decision-makers learn about the product and seek information to
better understand it. Then, affective: the decision-makers assesse the product and
organise their preferences. Finally, conative: the decision-makers, convinced by
their decision, put it into action. In order for the consumers to buy the product,
they need to be aware of its existence. However, even when aware of it, it is still
difficult to get these consumers to the act of purchase. That is why, on the
conventional hierarchy of effect models, businesses shall do their best so that the
effects of advertising exposure lead to brand awareness and advertising
awareness, thus contributing, until the purchase intention, to conduct and behave
towards the commercial as well as brand.
[Link] Hierarchy of effects and creativity
The hierarchy of effects is a method for identifying a product and motivating
people to purchase it. This may take some time. However, when the celebrity
(actor) admires and is already a fan of the product, and the advertising in
question is motivated by creativity and originality, this method allows for a quick
decision while taking the actor’s motivations into account.
[Link] Survival of the fittest
The term "survival of the fittest" was coined by Charles Darwin, a British
naturalist, and became popular in the fifth edition of On the Origin of Species
(published in 1869). The expression denoted the survival and reproduction of
organisms that are best adapted to their surroundings (Cunningham.). It means
that the company that is best "fitted" or "adjusted" to its surroundings (markets,
customers) is more likely to survive and thrive. As a result, any company or
brand that adapts to its surrounding environment has a good chance of survival.
Similarly, poorly suited businesses will not survive for a long time.

3.7 Advantages of Advertising

This is beneficial to manufacturers, traders, consumers and society as a

whole. Advertising offers the following advantages.
3.7.1 Introduces a New Product in the Market:
Advertising plays significant role in the introduction of a new product in the
market. It stimulates the people to purchase the product.
3.7.2 Expansion of the Market:
It enables the manufacturer to expand his market. It helps in exploring
new markets for the product and retaining the existing markets. It plays a
sheet anchor role in widening the marketing for the manufacturer’s
products even by conveying the customers living at the far flung and
remote areas.

3.7.3 Increased Sales

Advertisement facilitates mass production to goods and increases the

volume of sales. Another words, sales can be increased with additional

expenditure on advertising with every increase in sale, selling expenses

will decrease.

3.7.4 Fights Competition

Advertising is greatly helpful in meeting the forces of competition prevalent in the

market. Continuous advertising is very essential in order to save the product from

the clutches of the competitors.

3.7.5 Enhances Good-Will

Advertising is instrumental in increasing goodwill of the concern. It introduces

the manufacturer

and his product to the people. Repeated advertising and better quality of products

brings more reputation for the manufacturer and enhances goodwill for the

concern.

3.7.6 Educates The Consumers

Advertising is educational and dynamic in nature. It familiarizes the customers

with the new products and their diverse uses and also educates them about the

new uses of existing products.

3.7.7 Elimination of Middlemen:

It aims at establishing a direct link between the manufacturer and the consumer,

thereby eliminating the marketing intermediaries. This increases the profits of the

manufacturer and the consumer gets the products at lower prices.

3.7.8 Better Quality Products:

Different goods are advertised under different brand names. A branded product

assures a standard quality to the consumers. The manufacturer provides quality

goods to the consumers and tries to win their confidence in his product .

3.7.9 Supports the Salesmanship

Advertising greatly facilitates the work of a salesman. The customers are already

familiar with the product which the salesman sells. The selling efforts of a

salesman are greatly supplemented by advertising. It has been rightly pointed out

that “selling and advertising are cup and saucer, hook and eye, or key and lock

wards.

3.7.10 More Employment Opportunities:

Advertising provides and creates more employment opportunities for many

talented people like painters, photographers, singers, cartoonists, musicians,

models and people working in different advertising agencies.

3.7.11 Reduction in the Prices of Newspapers and Magazines Etc

Advertising is immensely helpful in reducing the cost of the newspapers and

magazines etc. The cost of bringing out a newspaper is largely met by the

advertisements published therein.

3.8 Disadvantages of Advertising

Advertising has a lot of disadvantages such as invading people’s privacy, stealing

information and creating addiction. Other disadvantages of advertising are as

follows

3.8.1 Advertising does not promise sales

While advertising serves as a great way to get the word out about your product, it
is not a guarantee of sales. It can create a positive buzz around your company but
will not necessarily lead to any sales unless you put in the work.

3.8.2 Risk of misrepresenting facts

Ads are a risk for companies because they must sometimes misrepresent facts to
make their product seem more appealing. This can lead to the company being
sued. For example, in 2013, Volkswagen paid billions of dollars to settle claims
that it had knowingly emitted illegal pollutants with its diesel cars and deceived
consumers.

3.8.3 Can create negative brand awareness

Advertising can create a negative brand awareness. For example, if you have a
product with a design that is too similar to other competitors, then potential
customers may think the product is pointless because it does not offer anything
different from the others.
3.8.4 Increased Cost for company

As a business, advertising is an important way to promote your brand. However, it

could also be expensive if the company doesn’t know how to measure its return
on investment and manage its costs.

3.8.5 Compels people to buy products or services they do not need

The internet has made buying goods and services easy, but it also can be bad for
people. For example, advertisers know that if they successfully introduce an item
to consumers, they will likely buy it. In other words, advertising encourages
mindless spending. People are bombarded with ads on a daily basis and the more
they see them, the less likely they are to think before purchasing a product.

3.8.6 Adds to the Cost of Product or service

Advertising can be a good thing for a company that’s trying to sell something. It
can help spread the word about a product or service and make it more popular
overall. However, the cost associated with the advertising can add up to the cost
of the product or service in the end.

3.8.7 Advertising can get deceptive

One of the biggest downsides to advertising is that it can be deceptive. Companies

are able to put out ads that make products seem like they are the best value when,
in fact, they may not be.

3.8.8 May create a Monopoly

Advertising has the potential to create a monopoly. This means advertising can
price consumers out of the market and limit their choices. Even worse,
advertisers can use their power to make low-quality products seem like valid
options, and this is why people should be wary about advertising.

3.9 Impact of advertising

In every country, advertising has proved to be engine of progress, an essential

input for economic change and vital aid for social usage. Advertising is an
existing dynamic and truly challenging enterprise. It changes with changing
markets, changing life styles, changing methods of distribution and changing
pattern of consumption. Advertising is an institution performing essential social
and economic facilities. Indeed, advertising is multidimensional and different
segments of the society are indicted with their individual views.
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.
Advertising does two jobs for business. One is the competitive job to make clear
customer. And the equally important is the indispensable job of creating
consumers. The derive to have a new product in the first place. Moreover, it is a
creative art, a science, a business, an economic as well as social institution.

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.

CHAPTER -4 DATA ANALYSIS AND INTERPRETATION

4.1 Introduction

Data analysis and interpretation is the process of assigning meaning to the

collected information and determining the conclusion, significance and
implication of the findings. Analysis consist of breaking down complex set of
factors or figures in to simple elements and arranging them in such a form as to
increase the reliability and presenting them in an easily understandable manner.
On the other hand the term interpretation means explaining the meaning and
significance of data so arranged it simply means to convey the meaning of
analysis in a simple languages to interested parties. The process of interpretation
involves taking the result of analysis, making inference relevant to the research
relationship studied and drawing conclusion about this relationship. In this
chapter an attempt has made to analyze the data which related to the survey
conducted on the topic “Effectiveness of online advertisement in creating
consumer behavior among youth”. For analyzing data statistical tools such as,
normality test, wilcoxon w, Kruskal test and Friedman.
4.2 Data analysis and interpretation

Table 4.2.1

H0: The data are normally distributed.

H1: The data are not normally distributed

One- Sample kolmogorov-Smirnov Test

Consumer
behaviors

N 119

Non parameters mean 3.2577

Std. deviation .13763

Kolmogorov-Smirnov 1.711

[Link]. (2 tailed) .006

a. Test distribution is non-normal.

b. Calculated from data

Interpretation: Table 4.2.1 Describes the Here, p value is .006 which is

lesser than 0.05. Hence we reject null hypothesis and concluded that the
data are not normally distributed.
Table 4.2 .2

Demographic Factors
Variables Frequency Percent

Gender Male 61 51%

Female 58 49%

Total 119 100%

Age 18-22 37 31%

23-30 72 61%

31-35 10 8%

Total 119 100%

Marital Status Married 41 34%

Unmarried 78 66%

Total 119 100%

Occupation Student 25 21%

Status
Services 71 60%

Employee 13 11%

Others 10 8%

Total 119 100%

Annual Below100000 73 61%

Income
100000-300000 32 27%

300000-500000 14 12%

Total 119 100%

Interpretations: Table 4.2.2 it is understands that from this survey the (51%)
respondents are male and (49%) are female. It is found that majority of the
respondents (61%) are in the age group of 23-30. it is exhibited that most of the
respondents (60%) are in student. It is found that majority of the respondents
(61%) those having annual income below [Link] above analysis clearly
Show that even though the numbers of respondents in male are more online
advertising users than female.

Table 4.2.3

Table showing effectiveness of online/offline advertisement in building

consumer behavior between male and female:

H0: There is no significant difference between male and female in

generating consumer behavior due to online advertisement.

H0: There is significant difference between male and female in

generating consumer behavior due to online advertisement.
Effectiveness of online advertisement in building consumer behavior between
male and female

Construct Gender N Mean Asymp

Consumer Male 61 62.04 0.529

Behavior

Female 58 58.012

Source: Primary data

Mann Whitney U test
*@5% level of significance

Grouping Variable: Gender

Interpretation: Table 4.2.3 Explains the effectiveness of online advertisement in

building consumer behavior between male and female where in null hypothesis is
accepted. Hence there is no significant difference between male and female is
generating consumer behavior to measure the effectiveness of online
advertisement.
Table 4.2.4

Table showing Effectiveness of online/offline advertisement in building

consumer behavior among income stages.

H0: There is no significant among consumer of different income stages in

generating consumer behavior.
H1: There is significant among consumer of different income stages in generating
consumer behavior.

Effectiveness of online/offline advertisement in building consumer behavior

among income stages.

Contract Annual No Mean Rank Chi-Squre

Income

Below100000 73 57.97
Consumer
Behavior

32 63.80
0.705
100000-300000

300000 14 61.87
Above

Source: Primary data

Kruskal Wallis test
*@5% level of significance

Interpretation: Table 4.2.4 explains the effectiveness of online advertisement in

generating consumer behavior among different income status of consumers.
Where null hypothesis is accepted. Hence there is no significant difference
between income statuses of consumers generating the effectiveness of online
advertising.

Table 4.2.5

Table showing effectiveness of online advertisement in building consumer

behavior among different age group.

H0: There is no significant difference among age of consumer behavior.

H1: There is significant difference among age of consumer behavior.

Effectiveness of online/offline advertisement in building consumer behavior

among different age group.

Construct Age No Mean Chi-Square

Rank

18-22 10 47.05
Consumer
Behavior

23-30 72 63.47
2.955

31-35 37 55.24

Source: Primary data

Kruskal Wallis test
*@5% level of significance

Interpretation: Table 4.2.5 explains the effectiveness of online advertisement in

generating consumer behavior among different age groups of consumers. Where
null hypothesis is accepted. Hence there is no significant difference among
different age groups of consumers in generating consumer behavior due to online
advertising.
Table 4.2.6

Table showing effectiveness of online/offline advertisement in building

consumer behavior between marital statuses.

H0: There is no significant difference between marital statuses on consumer

behavior.
H1: There is significant difference between marital statuses on consumer
behavior.

Effectiveness of online/offline advertisement in building consumer behavior

between marital statuses.

construct Married No Mean rank Chi-square

Status

Married 41 51.85

Consumer

behavior

-1.899
Unmarried 78 64.28

Source: Primary data

Mann Whitney U

*@5% level of significance

Interpretation: Table 4.2.6 explains the effectiveness of online advertisement in

generating consumer behavior among different marital status of consumers.
Where null hypothesis is accepted. Hence, it is concluded that there is no
significant between the married and unmarried status of consumers in generating
consumer behavior due to online advertising.
Table 4.2.7

Table showing effectiveness of online/offline advertisement in building

consumer behavior among occupational status.

H0: There is no significant difference among educational statuses on consumer

behavior.
H1: There is significant difference among educational statuses on consumer
behavior.

Effectiveness of online/offline advertisement in building consumer behavior

among occupational status.

Construct Occupation No Mean rank Chi-square

Student 72
60.58
Consumer
behavior
Service 19
62.25 5.032

Employee 25
49.74

Others 13
75.54

Source: Primary data

Kruskal Wallis test
*@5% level of significance

Interpretation: Table 4.2.7 explains the effectiveness of online advertisement in

generating consumer behavior among different occupation status of consumers.
Where null hypothesis is accepted. Hence there is no significant difference
between occupation statuses generating the effectiveness of online/offline
advertising.
4.2.8

Table showing effectiveness of online/offline advertisement in building

consumer behavior among Psycho, culture, socio, and personal factor.

H0: There is no significant difference among psycho, culture, socio, and personal
factor in generating consumer behavior.

H1: There is significant difference among psycho, culture, socio, and personal
factor in generating consumer behavior.

Effectiveness of online advertisement in building consumer behavior among

Psycho, culture, socio, and personal factor.

Construct Mean Rank Chi-square

Psycho 3.05

Consumer Culture 3.28

Behavior 174.562

Social 1.26

Personal 2.31

Source: primary data

*significance @ 1%
Friedman test

Interpretation: Table 4.2.8 explains the effectiveness of online /offline

advertisement in generating youth consumer behavior among different psycho,
culture, socio, and personal factors. Where null hypothesis is reject @ 1% level of
significance. It is concluded that the effectiveness of online advertising is arrayed
as culture factors (3.28), psycho factors (3.05), personal factors (2.31) and social
(1.26) respectively.
Table 4.2.9

Figure 4.2.9. Level of influence by online/offline advertisement.

Level Respondents Percentage

Large Level 40 34%

Medium Level 49 41%

Small Level 30 35%

Total 119 100%

(Source: Primary data)

Figure 4.2.9 Level of influence by online /offline advertisement

60

50

40

30
Series1

20

10

0
1 2 3

Level of respondents
Interpretation: As per Table 4.2.9, It can be learned that there is majority of the
respondents have medium level of influence by online/offline advertisement. Only
41% of respondents have large influence by the Advertisement but it should be
noted that 35% of respondents have only small level of influence.

Table 4.2.10
Movability of Online/offline advertisement
Type Respondents Percentage

Movable advertisement 79 66%

Immovable 40 34%
advertisement

Total 119 100%

(Source: Primary data)

Figure 4.2.10. Movability of Online /offline advertisement

90
80
70
60
50 Series1
40 Series2
30
20
10
0
1 2 3

Respondent Percentage

Interpretation: As per table 4.2.10, per the chart about movability of

advertisement shows that majority of respondents that means 66% of respondents
like movable advertisement than those immovable respondents.
Table 4.2.11

Type of online /offline advertisement

Types Respondents Percentage

Pop-up ads 9 8%

Banner ads 35 29%

Background video with 53 45%

sound

Background video without 22 18%

sound

Total 119 100%

(Source: Primary data)

Figure 4.2.11

Type of online/offline advertisement

60

50

40 Series1
Series2
30

20

10

0
1 2 3 4

Pop up Ads Banner Ads Background Background Video

Video with sound without sound

Interpretation: As per table 4.2.11, 45 %of respondents like to see the online video
advertisements in the format background with sound. Only 8% of respondents
have positive attitude towards pop-up advertisements. Next type of advertisement
is banner ad which 29% of respondents like to see. We can understand that the
advertisement with more visual treat and sound can attract large number of
respondents.
Table 4.2.12

Factors drawing your attention in online/offline advertising

Particulars Respondents Percentages

Product 42 34%

Price 50 42%

Visual design 17 14%

Amount of information 8 8%

Others 2 2%

(Source: Primary data)

Figures 4.2.12 Factors drawing your attention in online advertising

60

50

40

30 Series1

20 Series2
Series3
10

0
1 2 3 4 5

Product Price Visual design Amount of Others

Information

Interpretation: As per table 4.2.12, reveals that price is the most important factor
which draws the attention of respondents. The second factor is product which
draws the attention of respondents.
CHAPTER- 5 FINDINGS, SUGGESTION AND CONCLUSIONS

The chapter deals with the findings of the study and the suggestions for
betterment. The findings of the study help in evaluating the effectiveness of
online advertisement in creating consumers which has to measure socioeconomic
factors

5.1 Findings:-

A. Out of 100%, It is conducted that 51% of male and 49% are females,
majority of the respondents are male in category of gender.

B. 61% of respondents belong to the age group 20-30 years are more
influenced by online advertisement.
C. It is found that 66% of unmarried respondents are more influenced by
online advertising.
D. In educational status, Degree level 60% are more influenced by online
advertisement.
E. 61% of respondents are below 100000 annual incomes are more
influenced by online advertising.

F. Under Mann Whitney U test reveals that the effectiveness of online
advertising has an influence in building consumer behavior between male
and female.
G. Under Kruskal Wallis test reveals that the effectiveness of online
advertising has an influence in consumer behavior among income stages.
H. Under Mann Whitney test depicts that the effectiveness of online
advertisement has an influence in building consumer behavior among
marital status.

I. Under Kruskal Wallis test depicts that the effectiveness of online

advertisement has an influence in building consumer behavior among
educational status.

J. Under Freidman test depicts that the effectiveness of online advertisement

has not influence in building consumer behavior among psycho, culture,
social, and personal factor. Hence it is concluded that the effectiveness of
online advertising is arrayed at culture factors (3.28), psycho factor (3.05),
personal (2.31) and social (1.26) respectively.

K. 41% of respondents have medium level of influence by advertisement.

34% of respondents have large influence by the advertisement but it
 should be noted that 35%of respondents have only small level of online
advertisement
L. The movable advertisements are more noticeable than immovable
advertisement.66% of respondents like movable advertisement.

M. Price is the most important factor which draws the attention of

respondents. 42% of respondents have influenced by price. The second
factor is product which draws the attention of respondents. 34% of
respondents were influenced by products.

5.2 SUGGESTION

A. Use the type of advertisement which has more visual and audio features.

B. Use movable advertisements which get more attention than the immovable
advertisement.

C. Accurate level of information must be provided according to the product.

D. Effect of online advertisement can be improve by providing offers like

price reduction, guaranty.

E. Advertisement must be attractive and noticeable. Attractive advertisement

can capture the attention of consumers.

5.3 CONCLUSION

The study entitled “Effectiveness of online/offline advertisement in creating

consumer’s buying behavior among youth” made an earnest attempt to ascertain
the importance of online and offline advertisement. The study helps to assess the
effectiveness of online and offline advertisement on buying behavior among
youth. It is concluded that the advertisement effect the youth as compared to the
other category of people. The price and product design is the most important
factors which draws the attention of youth. The advertisements with more visual
treat can attract large number of respondents.
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