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South Asian Journal of Marketing & Management Research
Year : 2020, Volume : 10, Issue : 5
First page : ( 29) Last page : ( 38)
Print ISSN : 0000-0000. Online ISSN : 2249-877X.
Article DOI : 10.5958/2249-877X.2020.00035.1

Behavioral analysis of consumers towards advertisement

Jain Esha1,,*, Mangla Aashi2

1Faculty, School of Management, The North Cap University, Gurugram, India

2Student, School of Management, The North Cap University, Gurugram, India

* Email id: dr.eshajain1985@gmail.com

Online published on 30 June, 2020.

Abstract

The study aimed to analyze the behavior of consumers towards advertisement leading to purchase decisions and found a positive correlation between perspective, attitude, and behavior. It was found that in terms of Perspective, some consumers make their opinion based on the advertisement to purchase a product immediately or rather refuse it without giving it a second thought; in terms of attitude makes difference for the consumer, as per the result the advertisements can negatively or positively impact the consumer's attitude towards the buying behavior while behavior makes a huge difference to consumers, especially while making final decision to ensure their satisfaction towards purchase intension, as per the results consumer get influence by the advertisement whether it is printed or broadcasted which encourage the consumer to purchase the product. The standardized Beta value showed that among the three independent variables, Perspective has the most significant impact with 4.4% followed by Attitude (−17.8%) and Behavior (−3.6%) on the advertisement.

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Keywords

Advertisement, Attitude, Behavior, Consumer, Perspective, Purchase Decision.

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