Impact Of Advertising On Consumer Behaviour

Abstract

Advertising, a worldwide phenomenon and a natural part of our society, newlineis exciting, dynamic, all pervasive, and often misunderstood but essential for newlinebusiness, industry and Government. The primary objective of the study was to newlineassess the impact of advertisement on consumer behaviour. The secondary newlineobjective of the study was to conduct in depth study of various factors of newlineadvertisement i.e. necessity pleasure, dominance, brand recall and stimulation newlineinfluencing consumer behavior. newlinePresent study was undertaken as the descriptive study and 446 newlinerespondents were selected from Jabalpur, Bhopal, Indore, Damoh and Ujjain of newlineMadhya Pradesh. Only existing user of three products i.e. television, newlinerefrigerator and room air- conditioner constituted the survey population for newlinethis study. Primary data has been collected through well structured newlinecomprehensive questionnaire. The data was analysed with the help of newlineRegression, ANOVA and Factor Analysis. In order to test the hypothesis of the newlinestudy the level of significance was set at 0.05 level of confidence newlineIn the present study demographic variables of the respondents was also newlinestudied which revealed that most of the respondents belongs to age range 25- newline30 years of age, more than half of the respondents were under graduates, most newlineof the respondent s occupation was government jobs, 81.2% respondents newlinemonthly income was above Rs. 40,000/-. 81.8% respondents residing in urban newlineareas. newlineTo analyze the impact of necessity, pleasure, dominance, brand image newlineand stimulation on consumer behaviour regression analysis was newlineadministered. The results revealed significant results as the R value in newlinenecessity, pleasure, dominance and brand image was greater than .40. newlineResults of ANOVA also determined a significant impact of necessity, newlinepleasure, dominance and brand image on consumer behavior. Score of newlineANOVA indicated significant value .000 which is lower than 0.05 (at 5% level of newlinesignificance), this indicates that there is a significant impact of necessity, newlinepleasure, dominance and brand image of advertisem