A Study on The Impact of Advertising on Consumer Behaviour with Reference to Ernakulam City

• Author(s): Ann Maria John ; Jishmi T S
• Paper ID: 1703861
• Page: 122-126
• Published Date: 27-10-2022
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 6 Issue 4 October-2022

Abstract

This study is intended to analyse the impact of advertisement in consumer behaviour. The purpose of this paper is to examine the impact of advertising on consumer behaviour. Convenience sampling is used for the study. A questionnaire including 15 questions were distributed to 100 respondents from Ernakulam city and 50 of them responded. Most of the respondents have taken advertising as promotional tools that can convince the customers towards the products, the study shows that the customers are highly affected by the advertisement as it creates curiosity on the customers and it provides information of the products which is also important for the customers before buying any goods and services. So there is a positive impact of advertisement on consumer behaviour. According to the respondents, internet is more effective media to influence and convince the audience towards the advertised products.

Citations

IRE Journals:
Ann Maria John , Jishmi T S "A Study on The Impact of Advertising on Consumer Behaviour with Reference to Ernakulam City" Iconic Research And Engineering Journals Volume 6 Issue 4 2022 Page 122-126

IEEE:
Ann Maria John , Jishmi T S "A Study on The Impact of Advertising on Consumer Behaviour with Reference to Ernakulam City" Iconic Research And Engineering Journals, 6(4)