Impact of advertising on consumer behaviour with respect to brand

Abstract

This study is aimed towards investigating the impact of brand advertising on the behavior of consumers. This study examines the link between advertising done on different mediums and their impact on the purchase intentions or generating a stimulus for the consumers. Different mediums of advertising like TV, Radio, Internet, Mail that people receives, Outdoor advertising at the exhibitions and fairs are discussed. The later part of the study analyzes the general population perception about advertising and its impact on generating stimuli for them. The study was conducted using quantitative analysis in which people of different demographics with different gender, age groups, income levels and educational levels were probed about the impact of advertising. The results of the quantitative analysis showed that almost all of the people with different demographics showed affirmative attitude towards advertising in driving their final purchase intention. However the traditional medium of advertising has somehow lost its charm with being replaced by internet advertising a lot as the people are now surfing on internet a lot with time passing by. Respondents of the study were found to be buying unnecessary things often because of advertising through different mediums and are bound to purchase thing most driven by the advertising as compared to other mediums of information gathering like family and friends referrals or by just considering the thing good by being whimsical.