SUMMER TRAINING PROJECT REPORT

ON
IMPACT OF INTERNET ADVERTSING ON
CONSUMER BEHAVIOUR
In Clantadon India Private Limited

In Partial fulfillment of the requirement for the award of the degree of

Master of Business Administration

MAHARISHI MARKANDESHWAR INSTITUTE OF MANAGEMENT

MM DEEMED TO BE UNIVERSITY, MULLANA
HARYANA-133207

Under the guidance of Submitted By

Ms. Mamta Saharan Dipankar Chanda
Asst. Professor MBA3rd Semester
MMIM, MMDU MMIM, MMDU
 ii
PREFACE

Summer Project is a piece of scholastic prerequisite joined in the educational modules of

MBA Program . This activity empowers to get down to earth presentation to substances of

corporate world. A Incredible information originates from better book training and a decent

ordeal. Keeping this in Brain , the MM Institute of Management has presented a late spring

preparing project, and in this manner I got a genuinely compensating opportunity to get best

feel and experience of this present reality monetary condition In the most ideal way.

For this useful preparing, I had experienced an examination venture on "Impact of internet

advertising on consumer behaviour". Amid the preparation time frame I had considered how

state of mind of shopper observation in regards to investigate paper and how they feel and

what they need in day by day daily paper. I have likewise became acquainted with how it

very well may be estimated. Amid my undertaking I came to know diverse part of

individuals discernment on daily paper and their mindfulness.

 iii
DECLARATION

This Research is my unique work and has not been submitted for examination to
some other college.

Signed_________________ Date _______________

Dipankar Chanda

This research project has been submitted for examination with my approval as the
University Supervisor.

Signed_________________ Date _______________

MRS. MAMTA
MAHARISI MARKANDESHWAR UNIVERSITY
MULLANA,AMBALA
HARYANA
 iv

ACKNOWLEDGEMENTS
The completion of this study would have been unimaginable with the material and
good help from different individuals. It is my commitment subsequently to stretch out
my appreciation to them. Most importantly I thank the Almighty God for giving me
great wellbeing, and managing me through the whole course.

I am significantly obligated to Ms.Mamta Saharan who was my chief for her

successful supervision, commitment, accessibility and expert exhortation. I stretch out
my appreciation to my teachers who showed me in the MBA program, in this way
advancing my exploration with information. Who were my respondents, merit my
thankfulness for their help and eagerness for giving the required data amid my
examination. My gratefulness at last goes to my schoolmates, with whom I weathered
through the tempests, giving each other consolation and for their positive feedback
would have been impossible with the material and moral support from various people.
It is my obligation therefore to extend my gratitude to them. First of all I thank the
Almighty God for giving me good health, and guiding me through the entire course.

iv
 ABSTRACT

Advertisers are relied upon to move and burn through millions in web promoting in
the coming a long time than TV, print advertisements and other conventional
publicizing media. With the fast development in innovation, the web is turning into a
vital one stop point for purchasers in discovering the greater part of their needs. Be it
correspondence, stimulation, shopping, data seek, web fills in as a panacea for every
one of their necessities. Numerous purchasers are online consistently for their own
work, however do they see the advertisements, pennants showed on that website page,
and most essential their review esteem. The present examination researched the
adequacy of web publicizing on customer conduct by directing a contextual analysis of
Maharishi Markendenshwar Institue Of Management Students. The examination tried
to decide the viability of web promoting on reach and making of mindfulness; to set up
the unwavering quality of web publicizing through review; and to decide the
connection between web promoting and buy choice. The investigation utilized a
contextual analysis examine plan. The objective populace was the Maharishi
Markendenshwar Institue Of Management. The examination utilized stratified
inspecting procedure to choose 100 investigation respondents. The essential
information was gathered utilizing polls. Content examination was utilized to break
down subjective information while the quantitative information was broke down
utilizing elucidating measurements utilizing SPSS. Relapse and Correlation
investigation was utilized to demonstrate the connections among the factors. The
information was introduced through rates, implies, standard deviations and
frequencies. The investigation found that web publicizing was successful on reach and
making of mindfulness because of differing use, and built up that its unwavering
quality as a promoting media was low contrasted with TV. Web promoting has huge
association with buy choice of the shoppers and in this manner is a key determinant in
affecting purchaser conduct. The examination discovered that there is a positive
connection between web publicizing and customer buy choice and further suggests
that organizations should lead a statistical surveying on the diverse markets in
different nations to guarantee that the web promoting activities being actualized suits
the focused on business sectors to enhance item

v
 COMPANY PROFILE

Clantadon India Private Limted is a company which basically focuses on Buniness-To-Many

services with specialization in Generic Medicine Marketing, Online Food Ordering Services
and other IT Related Services.
Clantadon was founded on 29th of May 2017 with a strong customer focussed approach and
constant quest for top class quality services will enable the company to sustain leadership in
its major lines of business. Clantadon is recognized as a Start-Up by both Department of
Industrial Policy & Promotion and Start-Up India (which is a Government of India initiative).
Clantadon primarily focuses on B2M products because recognizes the busy lives of business
owners and ordinary people. There are various products and services that the company
focuses on. Their products and services include:
1. Marketing and Promotion of Generic Drugs in India
2. Online Food and Cake Ordering portal and event management services under the name
of Piconto.
3. Web-app designing and development services for personal blogs, small businesses,
commercial companies and more.
4. Branding and Promotion strategies with the help of Digital Marketing.
5. Start-Up and Business Development consultation services for growth of a start-up or
business.
6. Digital Payment services which includes Point of Sale system integration, online
payment gateway integration and personalized digital payment methods.

The objective of Clantadon is to make people aware of generic drugs starting from root level
so that an ordinary person can achieve the smile and happiness in every household of our
country. In the long term goal, the company is aiming to target the promotion of cheap
medicine which is modelled under the treatment of chronic diseases based on the application
as of Nano-Biotechnology as well as the manufacturing of genetically recombinant and
molecular drugs for the targeted application.
Apart from promoting generic drugs the company is also focusing on promoting and making
people aware of digitization of products and services. As the world is going digital these days,
India is among one of the countries adopting the environment rapidly. The recent revolution in
the internet sector has made the people aware of digital solutions. Clantadon will be helping
them to grow and promote themselves digitally starting from the food and restaurant industry,
small businesses to commercial companies.
vi
 EXECUTIVE SUMMARY

I have done my internship in impacts of internet advertising on consumer behavior .This

report was written after getting the first hand experience from Internet Advertising . This
report explains the importance of Internet advertising in present era (Internet advertinsg is
marketing that make use of electronic devices , it applies the technologies such as websites ,
email and social networks) . This report will help the reader to get and idea about the
importance , recent priority of marketing and also the concepts of digital marketing .Duties
and responsibility of client servicing executives .
Title of internship Report is “A STUDY OF INTERNET ADVERTSING ON
CONSUMER BEHAVIOUR In Clantadon India Private Limited” and objectives of the
internship are to understand the requirement of clients .
The successful completion of this Project indicates that future of marketing is in the hands of
digital.

vii
 CLANTADON INDIA PRIVATE LIMITED
CIN: U74999AS2017PTC017959
contact@clantadon.com
+91 74046 70324

Date: 14th August, 2018

To Whom It May Concern

This is certify that Mr. Dipankar Chanda S/o- Dilip Kumar Chanda a student of MBA
(Specialization in IB & MARKETING), Maharishi Markandeshwar (Deemed to be
University) Mullana, Ambala has successfully completed 2 (two) months ( From 5th July to
5th August 2018) long internship training with us he was found punctual, hardworking and
inquisitive.

We wish him every success in life

Men of steel,

Authorized signature:
ISSUED DATED: 6h August 2018

Yours Sincerely,

Anirban Deb.
Chief Executive Officer,
Clantadon India Private Limited.

Registered Office: House No 83, Ward No 13, College Road, Hailakandi, Assam– 788151

viii
 TABLE OF CONTENTS
Declaration ................................................................................................................ ii
Acknowledgements .................................................................................................. iv
Abstract ..................................................................................................................... v
Company Profile………………………………………………………………………vi
Executive summer…………………………………………………………………….vii
Certificate…………………………………………………………………………….viii
Table of contents ...................................................................................................... ix
List of tables…………………………………………………………………………...x

CHAPTER ONE: INTRODUCTION ................................................................... 11

Background to the study .................................................................................... 12
The Concept of Promotion ......................................................................... 12
The Concept of Internet Advertising .......................................................... 13
The Concept of Consumer Behaviour ....................................................... 14
Research Problem .............................................................................................. 15
Research Objectives ........................................................................................... 16
Value of the Study ............................................................................................. 17

CHAPTER TWO: LITERATURE REVIEW ...................................................... 18

Introduction ....................................................................................................... 18
Theoretical Foundation of the Study……………………………………………..19
Internet Advertising ........................................................................................... 20
Integrated Marketing Communication ................................................................ 21
Effectiveness of Internet Advertising ................................................................. 22
Consumer Behaviour ......................................................................................... 23
Internet Advertising and Consumer Behaviour ................................................... 26
CHAPTER THREE: RESEARCH METHODOLOGY …………………….30
Introduction ………………………………………………………………………31
Research Design …………………………………………………………………31
Population of the Study ………………………………………………………….31
Sample Design……………………………………………………………………32

ix
 Data Collection…………………………………………………………………...32

CHAPTER FOUR: DATA ANALYSIS, RESULTS AND DISCUSSION ........... 33

Introduction………………………………………………………………………33
Background information…………………………………………………………33
Discussion and findings……………………………………………………….49-50

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS

......................................................................................................................................51
Introduction………………………………………………………………………51
Summary of the study……………………………………………………………51
Conclusion……………………………………………………………………….51
Recommendation………………………………………………………………...52
Suggestion for the further studies………………………………………………..53
REFERENCE………………………………………………………………………...54
APPENDICES
APPENDIX I: RESEARCH QUESTIONNAIRE

x
 LIST OF TABLES
Table 4.1 Distribution of the respondents by age bracket ......................................... 22
Table 4.2 Maximum uses of internet use…………...……………………………….23
Table 4.3 Gender distribution of the respondents ..................................................... 24
Table 4.4 Attitudes towards advertising ................................................................... 25
Table 4.5 Time spent on various platforms of advertising ........................................ 27
Table 4.6 Watching the TV commercials during commercial break.......................... 28
Table 4.7 Change the channel during commercial breaks ......................................... 29
Table 4.8 Checking an online advert ........................................................................ 30
Table 4.9 Ad recall .................................................................................................. 32
Table 4.10 Mode of advertising influencing intention to buy product ....................... 34
Table 4.12 Statements on internet advertising and purchase decision ...................... 36

xi
 CHAPTER ONE
INTRODUCTION
Background to the study

Internet has developed massively in the two its applications and number of clients because of its one of
a kind qualities of adaptability, intelligence, and personalization. It has been an exceptionally valuable
instrument for correspondence, stimulation, training, and electronic exchange (Ko et al., 2004;
Koyuncu and Lien, 2003). The progressive change delivered by data innovation importantly affects the
day by day lives. It has changed the manner in which we work together by enabling retailers to offer
boundless scope of items and administrations to all buyers from around the globe anytime. The
Internet has developed as a publicizing medium (Silk et al., 2001). Numerous organizations have
swung to the Internet to publicize their items and administrations; and the Internet is considered to be
the most noteworthy direct advertising channel for the worldwide commercial center (Faber et al.,
2004; Ko et al., 2004; Korgaonkar and Wolin, 2002). Organizations are emptying billions of dollars
into Internet promoting to get more noteworthy rate of return on advertisements (Edwards, 2005;
Joines et al.,2003). In Clantadon customers they are more rely on internet advertisements.Because

The Internet has given shoppers more control in getting to data on items and administrations. There are
a few factors that add to customers pull for online substance—buyers are the person who choose when,
where, what, and how much business content they wish to see (Korgaonkar and Wolin, 2002). The
Internet empowers customers to get to a boundless scope of items and administrations from
organizations around the globe, and it has diminished the time and exertion they spend on shopping
(Ko et al., 2004).

Customers play a considerably more dynamic part in looking for data online in view of some
objective, and that objective can impact singular practices and reactions to online data and ads (Smith,
2002). With the quick headway in the PC business, numerous organizations have influenced the
Internet as a major aspect of their promoting media to blend to exploit the online advancements
(Calisir, 2003).

12
The Internet has turned into a well known publicizing stage since advertisers found that the
Internet have more prominent adaptability and control over the promoting materials
(Ducoffe, 1996 Since the Internet can be utilized as a proficient promoting communication
tool, both scholars and practitioners are interested in understanding how to take full
advantage and maximizing the value of this communication medium (Rodgers and
Thorson, 2000).
Purchasers inside India have been to a great extent presented to the conventional publicizing
frames as the primary media utilized by sponsors to give data. Notwithstanding, finished the
years promoting methodologies have developed with innovation prompting the web making
phenomenal open doors for advanced advertisers to associate with clients to make an
immersive associated computerized condition, impact and drive buys, fuel new development
and make new piece of the overall industry. The development of web promoting is both
comprehensively and locally outpacing disconnected publicizing. While open air publicizing
is additionally encountering development, it isn't developing as quickly as Internet promoting.
It is on this premise the examination explored the viability of internet publicizing in light of a
purchaser test from Customers to decide the connection amongst promoting and shopper
conduct.

The Concept of Promotion

Advancement is the segment of an organization's advertising framework that includes

conveyance of messages to target clients that stresses the advantages of your image, items and
administrations. A couple of normal specialized apparatuses, for example, publicizing are
utilized in a limited time plan. Objectives of advancement incorporate building brand
mindfulness, making ideal brand mentalities, picking up piece of the overall industry,
instigating purchasing, building unwaveringness and developing deals (Kurtz 2010).

To achieve its limited time objectives, an organization builds up a powerful special blend,
which is a mix of procedures including publicizing, individual offering, deals advancement,
coordinate showcasing and advertising through a savvy portion of assets (Robinson, 1991). In
extensive organizations, the showcasing division has numerous parts. It decides the limited
time blend, builds up the financial backing, distributes assets, facilitates the battle, administers
any outside assets, and measures the outcomes.

13
Producers frequently build up a special blend for each section of the appropriation channel. To
elevate an item to expansive retailers that offer its items, a maker should need to utilize a
blend of individual offering, promoting, and purchasing rebates. This is known as the push
strategy. (The producer pushes the item to the retailer.) a similar maker may utilize an
alternate limited time blend of neighborhood and national publicizing, in-store shows, deals
advancement, and advertising to achieve purchasers. The force arrangement coordinates
advancements towards the buyers. It is utilized to make client intrigue and request. This
investigation centers around publicizing as one of the methodologies in the limited time blend
utilized by organizations inside India.

Publicizing is the correspondence handed-off from organizations to convince a group of people to buy
their items. This correspondence is typically through different types of paid media - TV and radio
plugs, print advertisements, announcements and all the more as of late, item situations, internet based
life and online promotions. Promotions are set where sponsors trust they will come to the biggest, most
pertinent gathering of people. Business organizations inside Kenya e.g. Unilever, Clantadon utilize
promoting to drive the utilization of their item, while non-benefit associations may put advertisements
to bring issues to light or energize an adjustment in conduct or discernment.

The Concept of Internet Advertising

Web publicizing is a type of advancement that uses the Internet and World Wide Web for the
communicated reason for conveying advertising messages to pull in clients. Cases of web based
promoting incorporate logical advertisements on web search tool results pages, flag promotions, Rich
Media Ads, Social system publicizing, online characterized publicizing, publicizing systems and email
showcasing, including email spam. Online video catalogs for brands are a decent case of intuitive
promoting. These catalogs supplement TV publicizing and enable the watcher to see the plugs of
various brands. On the off chance that the publicist has settled on a reaction include, the watcher may
then visit the brand's site, or associate with the promoter through other touch focuses, for example,
email, talk or telephone. Reaction to mark correspondence is immediate, and change to business is
high. This is on the grounds that rather than regular types of interruptive promoting, the watcher has
really observed the business.

14
 Consumer can accumulate data about items and administrations, speak with different
shoppers and firms for related items and administrations, and in some cases finish
exchanges. As the Internet session is a self chose condition of the purchaser, the
advancement message will be more compelling. Web promoting is likewise fit for
giving an experiential domain to the buyer through virtual reality interfaces along
these lines enabling the customer to encounter a portion of the highlights of items
before settling on the buy choice. Purchaser can give criticism content about the item,
to the firm and to different buyers. A positive criticism turns into a decent
advancement for the advertiser. An advertiser can even adventure a negative input by
tackling the purchaser's concern and demonstrating the responsibility of the
association to fulfilling customer needs. Shopper can likewise include "aggregate
substance" to the medium through discourse discussions like the virtual networks
(Ducoffe, 1996). In India, web based promoting has increased expanded prominence
with more individuals investing energy on the web.

The Concept of Consumer Behavior

The expression "shopper conduct" alludes to activities and choices that factor into a client's buy.
Specialists, organizations and advertisers think about purchaser conduct to comprehend what impacts a
customer's shopping inclinations and choice of items and administrations. Different components
influence shopper conduct, among them financial status, convictions and qualities, culture, identity,
age and instruction (Kotler, 2004). Discoveries on customer conduct are utilized to create techniques
and items that will support organization execution and deals.

Clients are winding up more great, more proficient and more complex, and examination into current
buyer conduct is progressively critical for organizations agreeing. Promoting to pull in shoppers,
giving better condition, item, administrations and strategies is vital in enhancing the present purchaser
experience to help organizations in holding clients. This examination looks to decide and clarify the
viability of web promoting in empowering buyer reaction.

15
The number of internet users in India was evaluated at 500 million by June

2018, .This dominant part of web clients are youth particularly understudies, utilize
and other people who consistently utilize the interpersonal organization locales
through their cell phones, either looking for data or visiting with companions on the
web. Numerous individuals from the India have grasped the advancement in
innovation, and received most recent assortment of android items, tablets, ipads, and
the prevalent models of Various organizations PDAs for simple access of the web.
The development has been fuelled by the usage of the Telecommunication strategy by
the legislature and the presentation of the fiber optic system offering quick web
associations.

This investigation utilized an example of these organization's clients from the

workplace to decide and clarify the connection between web publicizing and buyer
conduct. The clients originate from a different foundation and were perfect in
concentrate different attributes identified with purchaser conduct. Some working from
outside, while others include habitation inside the territory.

Research Problem

Sponsors are required to move and burn through millions in web publicizing in the
coming a long time than TV, print advertisements and other conventional promoting
media. Web publicizing comprehensively comprises of different business content
arrangements conveyed by video clasp, print, and sound; either requested or
spontaneous and incorporates organization sites, corporate logos, email messages,
pop-ups, standard advertisements, high rise promotions, catches, interstitials,
hyperlinks, dynamic media, and intelligent amusements (Ducoffe, 1996; Goldsmith
and Lafferty, 2002; Korgaonkar and Wolin, 2002; Wolin and Korganokar, 2003).

With the fast development in innovation, the web is turning into a vital one stop point
for shoppers in discovering the majority of their needs. Be it correspondence,
excitement, shopping, data seek, web fills in as a panacea for every one of their
necessities. This has driven 70% of the ever clients to stick themselves to the Internet
and access it all the time. The issue is that, volumes of shoppers are on the web

16
regular for their own work, yet do they see the advertisements, flags and so on
showed on that site page, most imperative what is their review/recognition esteem.
Shouldn't something be said about the range of web based publicizing, is it powerful
crosswise over finished all objective gatherings?

While a considerable measure of research has been done on promoting, the adequacy
of web based publicizing in India is a section that has been absent from these
examinations demonstrated that shoppers knew about the online adverts however
with no inclination to the promoting frames. It in any case, neglected to measure and
clarify the adequacy of web publicizing on such shoppers. Comparative research
done by Wakukha, (2011) on the utilization of web publicizing by India cell phone
industry, clarified types of web promoting being used, the achievement and
difficulties looked in its utilization and the level of reception, however neglected to
give data on its viability in affecting or fortifying customer reaction. The discoveries
of a study of the state of mind of shoppers towards retail media publicizing by firms
in India, demonstrated that the purchasers know and proficient about Retail Media
Advertising instruments. The investigation utilized an example of 200 irregular
customers from India, which was not a practical example to decide its adequacy on
all shoppers from India. Be that as it may, as proposed by Gong and Maddox (2003),
"future research can investigate the effect of web publicizing crosswise over various
nations and societies to improve the worldwide comprehension of web promoting
adequacy" (p: 46). What's more, more examinations are expected to cover different
examples in various nations to build outside legitimacy of the exploration
discoveries (Calisir, 2003).

To fill these holes, the present examination tried to decide the viability of web
publicizing on purchaser conduct.

Research Objectives

The goals of the investigation were to;

17
 i. Determine the adequacy of web promoting on reach and making of
mindfulness.

ii. Establish the dependability of web promoting through review.

iii. Determine the connection between web promoting and buy choice.

Value of the Study

The study may profit advertisers, organizations, government and academicians. This
investigation might have the capacity to educate advertisers on the customer
inclination of the publicizing media and in the case of utilizing Internet adverting
would be viable in coming to and expanding attention to the intended interest group.

Prior to adjusting showcasing practices to the Internet, it is basic to comprehend the

attributes of the online clients towards web based promoting as would be uncovered
by this examination. The Internet has developed in fame as a publicizing medium on
the grounds that, in addition to other things, it permits 24-hour intelligence between
the sponsor and client. It is critical for neighborhood organizations to investigate web
publicizing as more shoppers swing to the web for their obtaining. A private company
that can offer web based buying might have the capacity to take advantage of this
customers base.

The government from this study would understand the value of internet advertising
and its influence on consumer decisions which ultimately impacts electronic
commerce/trade, what's more, subsequently would viably control how internet
advertising is conveyed by acting normally on laws that would confine information
use, making a surrounding domain and benefiting assets to web giving organizations
and in the meantime defending the enthusiasm of purchasers.
For scholars and academic researchers, the current study forms a basis upon which
future research on Internet Advertising may be established. The findings may be
resourceful in providing viable information to academicians, researchers and
consumers on various concepts related to internet advertising.

18
In Clanatdon india Private limted, which is basically a internet company they doing Online advertising
through out different sources of internet like facebook , Twitter, Instagram etc.

 In Twitter:

19
 In facebook:
Customer reviews after Clantadon services.

20
 CHAPTER TWO
LITERATURE REVIEW
Introduction
This chapter provides, through selective reference to some of the literature, a clearer
understanding of Internet advertising concept and outlines previous research findings
on the effectiveness of internet advertising based on measures of advertising
effectiveness.

Theoretical Foundation of the Study

Emotional appeals in advertising theory and classical conditioning theory in learning
consumer behaviour form the theoretical basis of this study. Extensive academic
research has been conducted on the psychology of emotion (e.g., Lazarus 1984) and
the ways in which ad-evoked feelings may influence consumer response to marketing
communication (e.g., Batra and Ray 1986; Holbrook and Batra 1987). Scholars have
also observed that advertising may evoke both positive and negative emotions when
seeking to persuade. Indeed, Brown, Homer and Inman (1998, p.115), suggest that
from a practical perspective, “the relative strength of positive and negative feeling
effects potentially could guide advertisers’ decisions regarding executional
strategies.”

It has been suggested that ads use positive affect to make consumers like the ad and
then buy the product, and negative affect to evoke an uncomfortable state that makes
consumers want the “solution” offered by the advertiser (Aaker, Stayman and Hagerty
1986). Unfortunately, there are no guarantees that what the consumer actually
experiences will be the affective response the advertiser intended to create: Research
has shown that this kind of mismatch between advertiser intentions and consumer
response occurs all too often (Cotte, Coulter and Moore, 2004; Englis 1990; Stout,
Homerand Liu 1990).

These insights notwithstanding, a number of fundamental questions remain

unanswered with respect to ad appeals. Why, for instance, do these appeals induce
such powerful consumer responses in certain cases? What causes them to be more or

21
less effective on consumers? With specific reference to internet advertising, this study
will attempt to answer these questions.

Classical conditioning is often referred to as a means in which humans learn by

association. In the classical conditioning paradigm, Pavlov’s Dog, a neutral stimulus
is paired with an unconditioned stimulus to elicit an unconditioned response. For
example, after repeated pairings of meat (known to cause salivation) with the sound
of a bell, the sound of a bell alone elicits salivation. This association is dependent on
two characteristics of the association: contiguity and frequency. The law of contiguity
states that in order for associative learning to take place, the unconditioned stimulus
and the neutral stimulus must be paired close in time to each other. Furthermore, it is
not enough for a neutral stimulus and an unconditioned stimulus to simply co-exist in
a close period of time. The more frequent the pairing, the easier it is to form an
association.

Proponents of applying classical conditioning to marketing believe that the

association between a product and positive stimuli may help explain the effect of
many variables in communication and attitude change. Gorn (1982) tested the effects
of a positive unconditioned stimulus on product preference. His results support the
notion that the simple association between a product (conditioned stimulus) and
another stimulus such as music (unconditioned stimulus) can affect product
preferences as measured by product choice.

However, these effects were diminished in situations where consumers were in a clear
decision making mode. The learning’s of classical conditioning give us some insight
on the characteristics of an effectively branded Internet advertisement. First and
foremost, the frequency with which an ad is served impacts brand awareness.
Frequency also impacts whether or not, an association between a message and a
brand, is made by a consumer.

22
Internet Advertising
As a new advertising channel the Internet and particularly the World Wide Web
(WWW) portion of the Internet, are challenging traditional forms of mass media
advertising (Hoffman and Novak, 1996; Hearn, Mandeville and Anthony, 1998).
Meeker (1998) defines a mass communication medium as the communication from
“one person or group of persons through a transmitting device (a medium) to a large
audience or market”. The Internet offers an interactive alternative to mass media
communication through the use of web pages, discussion groups and email (Hoffman
and Novak, 1996).

A significant advantage for advertisers will be the opportunity to communicate more

directly with individual consumers through this medium. Marketers will also be able
to promote their products and services in a personalized, targeted manner to interested
people within their target market. Importantly, wastage of advertising and marketing
funds often experienced when exposing promotional messages to the mass market,
may be reduced as a result of using this new interactive medium. Advertisers will
need to re-address their techniques, services and agency structure and evolve new
communication strategies for the Internet as market share is being lost to this more
personalized, interactive form of Internet advertising.

Schlosser et al., (1999) surveyed a national sample of over 400 participants and found
no majority opinion of Internet advertising-about a third of the participants liked,
disliked, and felt neutrally toward Internet advertising respectively. The Internet users
found online advertising was informative but less entertaining, and it did not
encourage them to make purchases even they did not perceive it to increase product
prices. Korgaonkar and Wolin (2002) examined the differences between heavy,
medium, and light web users and concluded that “heavier users hold stronger beliefs
about and attitudes toward Web advertising which likely lead to stronger purchase
intent” (p: 201). Comparing with lighter users, the heavy Internet users believed that
web ads were more believable, entertaining, informative and helpful; but harder to

23
understand. They perceived that web advertising was a good thing, moderately
essential, and it reduced the cost of products. Marketers should include web
advertising in their promotion efforts but the ads should be designed with the
respective user groups in mind. For example, ads targeted to heavy web users should
stress the price value relationship of the products, since they engage in more frequent
purchasing and believe that web advertising helps to decrease the prices of products.
Similarly, Ducoffe (1996) found that Internet advertising was perceived to be
informative, entertaining, useful, valuable, and important.

Integrated Marketing Communication

The Internet has contributed to a greater adoption of integrated marketing
communication (IMC) strategies, by allowing marketers to communicate more
directly with individual consumers (Low, 2000). Internet functions become integrated
into a company’s communications mix, which permits the operation of the Internet as
an advertising medium to be incorporated alongside more traditional media types. The
application of the IMC concept involves the progression away from the traditional
one-to-many marketing communication model for mass media to the one-to-one
communication, or many-to-many communication model (as illustrated in Figure 2.2)
(Hoffman and Novak, 1996).

The inclusion of the Internet in the promotional mix will not eliminate the use of mass
media advertising channels such as television, radio, newspapers and magazines.
However, the Internet may reduce the amount of mass media advertising required.
Arguably, this will occur because the personal computer with Internet access is being
utilized frequently by target audience members as an effective communication
channel to make both social exchanges using email and commercial exchanges to
purchase products on the web. The advertising industry is being challenged to create
more direct, personal and interactive communication with the target market through
the use of the Internet.

The influence of the Internet on business-to-consumer (B2C) relationships has

introduced a new dimension of interactivity to the communication industry (Shiva,
1997). Along with the introduction of the Internet, advertising as a form of

24
correspondence has turned out to be more intuitive. Customarily promoting has included the decrease
of data about an item, administration or thought's center advantages into a 30 second TVC, a full page
shading magazine commercial, or a 15 second radio spot, with a specific end goal to influence the
objective market to make a move (Shiva, 1997). Be that as it may, while conventional publicizing
includes the decrease of data, the Internet empowers the sponsor to furnish shoppers with itemized
data with no time or space limitations. Web based publicists don't have to depend on conventional
media channels, and are getting to be freed from these confinements, accordingly exploiting intelligent
correspondence and illuminating and instructing buyers on the web.

Berthon, Pitt and Watson (1996, p. 53) contend that the WWW speaks to a "striking new open door for
sponsors and advertisers to speak with new and existing markets in an extremely incorporated
manner." This is on account of the Internet, and specifically the WWW, liberates shoppers from their
customary 'uninvolved' parts as collectors of showcasing correspondence and gives them more
noteworthy control over their data hunt and procurement process. Thus, shoppers are presently getting
to be intelligent and more dynamic members in promoting and advertising forms (Hoffman and
Novak, 1996; Hoffman, Novak and Chatterjee, 1997).

Adequacy of Internet Advertising

Different scientists have considered various elements that may affect Internet promoting review. The
components incorporate promotion qualities, Internet clients' review mode and length of survey,
crusade exposure, states of mind toward the site or advertisement, and interest and inventive
publicizing system (Danaher and Mullarkey, 2003; Goldsmith and Lafferty, 2002; Menon and Soman,
2002). Danaher and Mullarkey (2003) inspected the impacts of such factors as survey mode, visit term,
content and page foundation many-sided quality, and the style of flag promotions on both helped and
unaided review. The creators did not locate any critical effect of the site setting factors on publicizing
review. The key finding was that the term of page seeing is a solid determinant of the capacity to
review flag promotions; nonetheless, a base level of introduction (around 40 seconds for every page) is
required to accomplish a sensible level of publicizing review.

25
Dreze and Hussherr (2003) likewise analyzed the viability of promotion attributes on the capacity to
review advertisement. Activity content, the state of the pennant promotion, and recurrence of the
advertisement (redundancy) prompts higher publicizing review yet not the measure of the standard.
What's more, the creators revealed that "a standard's message impacts both supported promoting
review and brand acknowledgment. This shows what a promotion says could easily compare to how it
says it" (p: 21). Interestingly, Yoon (2003) found that flag picture is more essentially powerful than
content to evaluate customers' inclinations toward online promotions.

As far as shopper reactions through enjoying on the web promotions, scientists, for example,
Goldsmith and Lafferty (2002) and Metha (2000) have discovered that a more great mentality towards
advertisements can prompt a higher capacity to review advertisements. Goldsmith and Lafferty (2002)
found a noteworthy connection between positive reactions to sites and the probability of review the
brands promoted on the web. The creators detailed that "when all is said in done, examine proposes
that those purchasers who have an inspirational disposition toward an advertisement are more ready to
review than those with a negative state of mind (p: 320). Metha (2000) made a comparative end yet the
investigation depended on print publicizing execution.

Active visitor clicking percentage is a generally utilized measure for surveying the adequacy of
pennant publicizing, which is the normal number of times a watcher taps on a fly up promotion and is
then presented to the objective site (Dreze and Hussherr, 2003; Faber, et al., 2004). As revealed by
Cho (2003), "the flag notice navigate is accepted to be the most widely recognized approach to draw
shoppers into an objective site and connect with them with a brand or item.

Customer Behavior

As indicated by Warner, buyer conduct is the investigation of people, gatherings, or associations and
the procedures they use to choose, secure, and discard items, administrations, encounters, or thoughts
to fulfill needs and the effects that these procedures have on the purchaser and society (Malcolm).
Warner underlined the utilization related practices are frequently attempted on the whole. For instance,
a few exercises performed by people yet devoured by a family or gathering of individuals, comparative

26
association obtaining exercises for the most part taken after by cooperative choices. Close to this point,
the buyer conduct isn't simply buying, yet has use and transfer the merchandise, this sort of data
dependably be valuable for organization to settle on showcasing choices (Malcolm). It mixes
components from brain science, human science, social human sciences and financial matters, and
endeavors to comprehend the basic leadership procedures of purchasers, both separately and in
gatherings. It examines attributes of individual buyers, for example, socioeconomics and conduct
factors trying to comprehend individuals' needs, and furthermore attempts to survey effects on the
shopper from gatherings, for example, family, companions, reference gatherings, and society as a rule.

This definition obviously draws out that it isn't only the purchasing of products/benefits that gets
consideration in buyer conduct however, the procedure begins much before the merchandise have been
gained or purchased. A procedure of purchasing begins in the brains of the purchaser, which prompts
the finding of choices between items that can be gained with their relative points of interest and
disservices. This prompts inner and outer research. At that point takes after a procedure of basic
leadership for buy and utilizing the merchandise, and afterward the post buy conduct which is likewise
essential, since it provides some insight into the advertisers whether his item has been a win or not
(Malcom).

The discovery demonstrate demonstrates the cooperation of jolts, customer attributes, choice process
and purchaser reactions. It very well may be recognized relational jolts (between individuals) or
intrapersonal boosts (inside individuals). The discovery display is identified with the discovery
hypothesis of behaviorism, where the spotlight isn't determined to the procedures inside a customer,
however the connection between the jolts and the reaction of the purchaser. The advertising boosts are
arranged and handled by the organizations, though the natural jolt is given by social variables, in light
of the prudent, political and social conditions of a general public. The purchaser's black box contains
the purchaser qualities and the choice procedure, which decides the purchaser's reaction.

Estimating client conduct is a significant piece of any business. Comprehending what the shopper
needs and how he acts is crucial as far as item plan, and promoting

27
(Todd, 1997). Evaluation of customer conduct in particular circumstances, utilizing observational and
physiological techniques, is ending up progressively essential in understanding cognizant and
oblivious shopper conduct. An expanded comprehension of buyer conduct may result in the
advancement of enhanced customer items and in more solid dietary examples. A developing number of
procedures is accessible to help analysts in estimating different parts of customer conduct, for
example, strolling designs, item choice, supper piece, and eating/drinking. Because of advances in
computerized video, sensor innovation and PC speed, complex estimations of conduct and physiology
are presently conceivable. Coordination of these methods permits multimodal estimations. With the
developing number of systems, the test for the scientist to pick the correct arrangement winds up
bigger.

There are distinctive methods for estimating purchaser conduct, contingent upon the intrigue.
Routinely leading statistical surveying enables organizations to know their clients, and consider when
settling on business choices. This enormously enhances business execution, and benefits.

Regular estimations incorporates, directing an overview to decide customer conduct. There are two
primary sorts of customer study: subjective or quantitative. Subjective examinations include soliciting
a couple of buyers a great deal from top to bottom inquiries. Quantitative examinations include
soliciting parts from shoppers a couple of inquiries. The last would be better to determine the market
for an absolutely new item, since you just need to see whether individuals would get it. On the off
chance that you are changing an item, or making one comparative, a subjective report would enable
you to acquire point by point data.

Likewise, shopper conduct would be estimated by watching customers continuing on ahead inside
allowed stores or shopping centers. By watching shoppers, it is conceivable to recognize a lot of data
about their conduct. Data, for example, ideal tallness and area of an item and store format is altogether
gathered from observational purchaser conduct measures. Different strategies include utilizing crude
information to give an estimation device. For instance, discharging another item to the market, and
watching on the off chance that it is purchased frequently in conjunction with another

28
item. Provided that this is true, at that point a supposition can be made that it has a comparative
statistic to the second item. Utilizing the crude information to figure out what time of day, or climate,
or season individuals purchase an item gives data on shopper conduct. Utilizing separate target and
abstract information got from a meeting or study. The essential information from respondents is
utilized to make target judgements, which are free from predisposition.

Web Advertising and Consumer Behavior

The development of the Internet as a worldwide correspondence framework (Cae, 2000) has made
another publicizing channel for sponsors and promoting organizations to use and will furnish publicists
with the way to more cost adequately focus on their special messages to purchasers. Mental factors, for
example, considering, feeling, sensation, and instinct specifically correspond with clients' web based
publicizing background. Organizations should intend to reinforce client cooperations with
commercials on the Web, remembering both setting and perception. Shockingly, most organizations
give a bland ordeal to all clients as opposed to depending on client investigation to convey a
customized involvement. They've neglected to develop and convey the internet promoting knowledge
to an unheard of level of association and mix that would genuinely give them a chance to accomplish
viable correspondence.

As buyers experience and react to boosts around them, feelings emerge. Their responses show
themselves as physiological changes they encounter as emotions. In like manner, as individuals
respond to jolts on the web—for instance, to an online commercial—they have enthusiastic reactions
that are straightforwardly corresponding to their responses to these boosts. Then again, when clients
over and again encounter similar boosts, they may not bring on any enthusiastic reaction. Individuals
wind up molded to overlook the ever-introduce promotions on Web locales, which is called
advertisement visual deficiency (Wolhandler, 1999).

Publicizing and advancement offer a news capacity to buyers. As Yoo W., Suh K. what's more, Lee M.
(2002) said in their report, individual connections with different clients and specialist organizations
assume a vital part while shopping on the web. Watchers of advertisements find out about new items
and administrations accessible to them, much like

29
they learn about events in the news. This information function has a neutral role. It
provides facts without approval or disapproval from consumers. Customer behavior at
this stage encompasses expressions of curiosity. Consumers have a rational response
to advertising when they look at the features of a product or service. This response
focuses on a logical listing of all the functional aspects of the offering. This is an
intellectual response, rather than an emotional one (Lee, 2002).

When customers weigh benefits, they become emotionally involved with advertising
and promotion. Consumers identify ways the product or service can make them
happier, improve their lives or give them pleasure. This part of the consumer response
is irrational and can lead to impulse buying and competition to obtain the product.
Repeated advertising messages affect consumer behavior. This repetition serves as a
reminder to the consumer. Behavior that stems from reminders includes suddenly
thinking of a product while shopping and making a decision to buy it, as if it had been
on the consumer’s "to-do" list (Lee 2002).

Consumer behavior splits between loyalty and alienation depending on how well the
product lives up to its advertised benefits (Thorson, 2000). Corporate behavior – such
as scandals or charity work – can also affect alienation and loyalty responses. Once
the consumer makes this choice, advertising and promotion are not likely to undo that
decision. The Cannon-Bard Theory that Walter Cannon and Philip Bard advocated
suggests human beings feel emotions first, and then act upon them. When customers
visit a Web site, the ads they encounter evoke an emotional response—before they
even decide what their next step should be. If ads don’t trigger customers’ emotions,
they may not take any action in response.

Based on the review of the research studies mentioned above, it is clear that Internet
advertising is gaining much attention and should be an essential part of a marketer’s
advertising media mix. The inconclusive findings call for further studies on Internet
advertising to gain more insight into consumers’ response and perception of the
Internet as an advertising medium. Hence, this study determined the effectiveness of
internet advertising as an ad medium, and its relationship to consumers’ response e.g.
online purchase decision.

30
 CHAPTER THREE

RESEARCH METHODOLOGY

Introduction
This chapter focuses on research methodology that was used in the study. It provides
a detailed description of the research approach adopted in this study. Research design,
target population, research instruments, data collection and analysis methods used
were presented in the subsequent sections.

Research Design
This study used descriptive research. Descriptive research involves gathering data that
describe events and then organizes, tabulates, depicts, and describes the data
collection (Glass & Hopkins, 1984). It often uses visual aids such as graphs and charts
to aid the reader in understanding the data distribution and therefore offered a better
clarification on online advertising, and ultimately give a clear picture on the
effectiveness and reliability of online advertising and its relationship to purchase
decision.

Population of the Study

This study targeted Random customers because of their background diversity and
exposure to advertising with a larger percentage using the internet. Customers of the
company using Internet for their communication towards company, and therefore, the
chances for them accessing online advertising via social media are very high. On the
same basis of their diverse background, Customers from the different locality were
chosen for this study.

Sample size
Random sampling technique was used to select the units for study. 100.

Objectives
The objectives oftthe study were to;
i. Determine the effectiveness of internet advertising on reach and creation
oftawareness.
ii. Establish the reliability oftinternet advertising through social media and other
31
 sources.
iii. Determine the relationship between internet advertising and purchase
decision

Sample Design
This sample was stratified into each of the four years of study and respondents were
randomly selected from each stratum to come up with the representative sample of
100 for the entire population. This was a viable sampling technique since it gave the
advantages of focusing on important subpopulations and allowed the use of different
sampling technique for different subpopulations in improving the accuracy of
estimation.

32
 Data Collection
The research made use of primary data, which was collected using structured
questionnaire distributed to the 100 respondents sampled from the different
customers. The administered questionnaires were collected after completion by the
respondents on the same day and their responses used for analysis. The questionnaire
had both open ended questions to enable guide the respondent through filling of the
questionnaire as well as probe them for more information.

Validity and Reliability

Content legitimacy alludes to the degree to which an instrument speaks to the components under
examination. To accomplish content legitimacy, polls incorporated an assortment of inquiries on the
learning of understudies on web promoting and purchaser conduct. Every one of the subjects finished
the surveys within the sight of the scientist. This was done to keep subjects from offering polls to other
individuals to finish for their sake.

Unwavering quality can be guaranteed by limiting wellsprings of estimation mistake like information
gatherer inclination. Information gatherer predisposition was limited by the scientist's being the just a
single to manage the polls, and institutionalizing conditions, for example, displaying comparable
individual ascribes to all respondents, e.g., kind disposition and support. Pilot testing was done by the
specialist to recognize any imperfections on the survey to decrease blunders of estimation and test for
consistency.

33
 Data Analysis
The study applied both nominal and ordinal scale to measure a range of factors
establishing the effectiveness of internet advertising on consumer behaviour and an
interval scale in determining the relationship between internet advertising and
consumer behaviour. Descriptive statistics was used to analyze this data. The mean
responses, standard deviation and other relevant statistics were computed to better
understand the data. The data collected was compiled and edited to check for logical
inconsistencies. The data was then coded according to the responses. Relationships
between responses was assessed and presented using tables and graphs and analysis
was done using SPSS. Regression and Correlation analysis was applied in this study
to reveal relationships among variables in the findings from the data.

34
 CHAPTER FOUR
DATA ANALYSIS, RESULTS AND DISCUSSION
Introduction
This chapter presents analysis and findings of the study as set out in the research
methodology. The results were presented on the effectiveness of internet advertising
on consumer behaviour:. The study objectives were; to determine the effectiveness of
internet advertising on reach and creation of awareness; to establish the reliability of
internet advertising through recall; and to determine the relationship between internet
advertising and purchase decision. The study targeted 100 respondents out of which
all the 100 respondents responded and returned their questionnaires contributing to a
response rate of 100%. This response rate was sufficient and representative and
conforms to Mugenda and Mugenda (2003) stipulation that a response rate of 50% is
adequate for analysis and reporting; a rate of 60% is good while a response rate of
70% and over is excellent. This commendable response rate was due to extra efforts
that were made via courtesy calls made to remind the respondents to fill-in and return
the questionnaires. The chapter covers the demographic information, and the findings
based on the objectives. The findings were then presented in tables, graphs and charts
as appropriate with explanations being given in prose thereafter.

Background information
The study initially sought to ascertain the general information on the respondents
involved in the study with regards to the year of study, age, and gender. The
demographic information points at the respondents’ suitability in answering the
questions on the effectiveness of internet advertising on consumer behaviour: the case
of customers.
The respondents were asked to indicate their year of study. The study findings are
illustrated in Table 4.1.

35
Table 4.1 Age Group
No. of respondents
15 13
16-25 29
26-30 33
31-35 18
Total 100.0

Source: Field data.

15 Y
16-25 y
26-30 y
31-35 y

Interpretation: As shown in table 4.1, the study sample was representative of all the
customers of different age groups and it showed that most of the age groups are using
internet.

36
Table 4.2 Maximum uses of internet users

Age bracket No. respondents Percentage

15-25 years 42 42%
26-35 years 58 58 %
Total 100 100 %

Source: Field data.

15-25 years
26-35 years

Interpretation: The findings indicate that 26-35 years of the customers are using
Internet mostly.

The study sought to establish the gender of the respondents and the findings are as
shown in Table 4.3.

37
Table 4.3 Gender distribution of the respondents
No. of Respondents Percentage
Male 51 51%
Female 49 49%
Total 100 100%

Source: Field data.

Male
Female

From Table 4.3,

Interpretation: The study recorded a slightly higher response rate from males than
females.

38
 Effectiveness of internet advertising on reach and creation of
awareness
The first objective of the study was to determine the effectiveness of internet
advertising on reach and creation of awareness.
The respondents were asked to indicate their attitude towards advertisements. Table
illustrates the study findings and pie chart indicates the graphical representation of the
study for clear vision

39
 Table 4.4 Attitude towards Advertisements
Percentage No. of respondents
Informative 35% 35
Creates awareness 31% 31
Entertaining 25% 25
Irritating 3% 3
Annoying 3% 3
Waste of time 3% 3
Total 100% 100

Source: Field data.

Informative
Creates awareness
Entertaining
Irritating
Annoying
Waste of time

As shown in Table 4.4,

Interpretation: Most of the respondents (35%) indicated that advertising was informative,
with a closer percentage indicating creation of awareness. 3% indicated that advertising
was either irritating, annoying or a waste of time. These findings mean that most of the
respondents had a positive attitude towards advertising as illustrated by their various
perceptions about the use of advertising. This clearly shows a positive attitude toward
advertising and hence is a good indication for marketers.

40
.
Table 4.5 Time spent on various platforms of advertising
Percentage No. of
respondents
TV, Movies 33% 33
Newspaper, Mags 20% 20
Radio 2% 2
Internet 45% 45

Source: Field data.

TV,Movies
Newspapers,Mags
Radio
Internet

Interpretation: According to the findings in Table 4.5, on an average, a person spends

more than 4 hours on the internet during his free time which is more than that of TV
and movies, radio and print medium. Hence, on an average the exposure of internet to
an individual is around 45% more than that of other mediums i.e. the reach of medium
internet is much better than that of others.
The study sought to establish whether the respondents watched the TV/ or listened to
Radio commercials during commercial break. The findings are as shown in Table 4.6.

41
Table 4.6 Watching the TV commercials during commercial break
No. of respondents Percent
Yes 70 70%
No 30 30%
Total 100 100%

Source: Field data.

Yes
No

Interpretation: According to the findings, the majority of the respondents attested to

watching the TV/ commercials during commercial break. This implies that for
television commercials, around 70% of consumers had a positive perception towards
advertising on TV.

42
 Table 4.7 Change the channel during commercial breaks
Percentage No.of
respondents
Never 26% 26
sometimes 17% 17
depends on ad 33% 33
Often 13% 13
every time 11% 11
Total 100% 100

Source: Field data.

Never
sometimes
depends on ad
Often
every time

Interpretation: Respondents were asked to indicate if they changed channels during

commercial and the results were tabulated. Table 4.7 shows that the degree of
attractiveness of the advert and its relevance to the respondents determined their attention
to the advert. The viewers would see the advertisement if the ad is attractive and appealing.
Hence there is a probability of 0.75 of a consumer viewing the particular advertisement
(for creating awareness and information) on television making it an effective mode of
communication.

43
 Reliability of internet advertising through recall
The second objective of the study was to establish the reliability of internet
advertising through recall. First, the respondents were asked whether they would
check an online advertise and the findings presented in the Table 4.9.

Table 4.8 Checking an online advertise on our social media account

Percentage No. of respondents
Yes 21% 21
No 79% 79
Total 100% 100

Source: Field data.

Yes
No

Interpretation: In case of online advertising, majority (79%) of consumers ignored the

advert completely while 21% indicated that they would check an online advert.
Further the study found out that, out of the 21%respondents, 15% said that the
intention was not to see the ads, but they didn’t have any option but to see them as
they were Interstitial

44
Adverts, Pop – up ads or Floating ads. These ads either block the view of the content,
or appear right in the middle of the page, or keeps on floating (moving) around which
is considered to be very irritating for the consumers. Checking the ads determined the
level of interaction with the online ads. Therefore, even though the reach of internet is
much higher than that of other modes, its ability to attract consumers for awareness
creation is very low.

The respondents were further asked to indicate their purpose of using internet. The
study findings are illustrated in Figure 4.1.

Figure 4.1 Internet usage

Source: Field data.

As shown in Figure 4.1, 30% of the respondents used internet for E-mail, 25% for
information, and others for chatting and social networking, indicating that
communications has been the fundamental value of the internet to consumers. There
was a higher chance of interaction with various online ads as reflected by the diverse
usage of internet.
To establish the reliability of internet advertising through recall, the respondents were
asked to indicate whether they would recall the last three TV and online ads.

45
Table 4.9 Ad recall
Recall

Percent No. of Respondents

TV Yes 84% 84
No 16% 16
Online Yes 30% 30
ads
No 70% 70
Total 100% 100

Source: Field data.

TV Yes
TV No
Online ads Yes
Online ads No

Interpretation: This is for the last three ads that they had seen consciously or
unconsciously. In case of TV ads, 84% remembered their last three ads which is a
very good score in terms of creating awareness. In case of Online ads, only 54% could
remember their last three interaction with the online ads. Therefore, one can easily
make out the reliability of online and TV ads recall values. The study found out that
TV ads are much reliable than internet advertising and other forms of advertising.

46
 Relationship between internet advertising and purchase decision
The third objective of the study was to determine the relationship between internet
advertising and purchase decision. Respondents were asked to indicate the mode
advertising that mostly influenced their decision to purchase a product. The results
were tabulated in Table 4.10.

Table 4.10 Using Internet for

Ranking

Chatting &social Networking 5

Email 3

Information 5

Entertainment 4

E-commerce 5

Downloading 5

In this ranking we get know that most of the people using Internet for their work
other purposes. So internet is the way by which people doing their work and they are
satisfied.

47
Table 4.11 Mode of advertising influencing intention to buy product about
Clantadon services
Percent No. of
respondents
Magazines and newspaper 17% 17
Friends and relatives 40% 40
TV Commercial 29% 29
Online advertisements 6% 6
Social Media – Blogs, forums, Social Networking sites 8% 8
Total 100% 100

Source: Field data.

Magazines and newspaper

Friends and relatives

TV Commercial

Online advertisements

Social Media – Blogs, forums,

Social Networking sites

48
Interpretation: Based on Table 4.10 above, the highest number of students, 40% of the
respondents were influenced to buy a product based on information provided by
friends and relatives, with TV commercials being second. Online advertisements was
least in influencing their decision at 6%. Therefore, friends and relatives were the
major influencers behind decision making. This depicts that traditional form of
advertising has an edge over internet advertising in terms of consumer preference to
mode of advertising. Traditional mode got over 86% preferences than that of internet
advertising which is a huge margin.

49
Table 4.12 Have You made any purchase after seeing internet ads (Clantadon website)

Percentage No. of
respondents
Yes 48% 48

No 52% 52

Source: Field Data

Yes
No

Interpretaion: The respondents were also asked to indicate whether the internet ads they came
across influenced their purchase decision. 52% of the respondents indicated that the internet
ads they came across never influenced their purchase decision while 48% posited that the
internet ads they came across influenced their purchase decision. This depicts that the internet
advertising influenced purchase decision of the customers to a moderate extent as only nearly
half of the respondents were influenced purchase decision.

50
Discussion of findings
The study established that the effectiveness of internet advertising on reach and
creation of awareness was determined by the level of knowledge about the existing
platforms of advertisements adopted by various companies in Kenya. Most of the
respondents had a positive attitude towards advertising as illustrated by their various
perceptions about the use of advertising. This clearly shows a positive attitude toward
advertising and hence is a good indication for marketers. The findings augment the
findings of Baltas (2003) who indicated that marketing is perceived by the internet
users as a major source of information on available product in the market as reflected
by their positive attitude in the world over. According to Calisir (2003) internet
advertising is an effective channel for marketing as the ad is attractive and appealing
which changes from time to time.

The study built up that the viability of internet advertising on reach and formation of
mindfulness was dictated by the level of learning about the current stages of ads
embraced by different organizations in Kenya. The greater part of the respondents had
an uplifting disposition towards advertising as outlined by their different discernments
about the utilization of advertising. This plainly demonstrates an uplifting demeanor
toward advertising and thus is a decent sign for advertisers. The discoveries enlarge
the discoveries of Baltas (2003) who demonstrated that advertising is seen by the
internet clients as a noteworthy wellspring of data on accessible item in the market as
reflected by their inspirational state of mind on the planet over. As indicated by
Calisir (2003) internet advertising is a powerful channel for showcasing as the
promotion is alluring and engaging which changes every once in a while.

51
The study built up that despite the fact that the compass of internet is considerably
higher than that of different modes, its capacity to draw in shoppers for mindfulness
creation is low. The investigation infers that the unwavering quality of internet
advertising through review was low as just a little level of the respondents could
review the online advertisements they had seen.. The investigation found that TV
promotions are much dependable than internet advertising and different types of
advertising. The discoveries are substantiated with Danaher and Mullarkey (2003)
who placed that TV promotions are much dependable than internet advertising.

The investigation built up that companions and relatives were the real influencers
behind basic leadership. This delineates conventional type of advertising has an edge
over internet advertising as far as purchaser inclination method of advertising.
Conventional mode got high inclinations than that of internet advertising which is a
gigantic edge. As per Cho (2003) in the creating economies the customary type of
advertising has a more noteworthy piece of the pie contrasted and the internet
advertising as far as buyer inclination method of advertising..

52
The study established that internet advertising influenced purchase decision of the
customers to a moderate extent as only nearly half of the respondents were influenced
purchase decision. The study established that internet advertising is a key determinant of
purchase decision of the customers. The study also established that internet advertising has
significant relationship with purchase decision of the consumers. The findings augment
earlier findings of Goldsmith and Lafferty (2002) that internet advertising is a key
determinant of purchase decision by the customers and that internet advertising has an
association with purchase decision of the consumers.

53
 CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS

Introduction
This part introduces synopsis of discoveries, end and suggestions of the investigation in accordance
with the destinations of the examination.

Summary of the study

The examination found that the adequacy of web publicizing on reach and production of mindfulness
was controlled by the level of information about the current stages of promotions and time spent on
these media. By and large, a man spent over 4 hours on the web amid his extra time than that of TV
and motion pictures and print medium and in this manner the scope of web medium is vastly improved
than that of other media. A higher rate showed that they were made mindful of presence of different
items through web publicizing and in this manner it was successful in making mindfulness. The
investigation uncovered that the capacity of the respondents to review the web promotions was low
contrasted with TV, and accordingly despite the fact that the scope of web is considerably higher than
different structures, TV advertisements are significantly more solid than web publicizing Danaher and
Mullarkey (2003). Web promoting is a key determinant of procurement choice of the clients as they
view it as an association point amongst them and the organization from which they purchase their
items from. The investigation likewise settled that web promoting has critical association with buy
choice of the purchasers. From the Pearson's connections investigation, the examination built up that
there is a positive connection between shopper conduct and web promoting

conclusion

The goal of the project was to decide the viability of web publicizing on buyer conduct utilizing
irregular clients. After investigation of the examination discoveries, the investigation infers that the
viability of web promoting on reach and production of mindfulness was controlled by the level of
information about the current stages of ads received by different organizations in India and time spent
on different media. Web promoting was successful in giving higher reach and production of
mindfulness.

54
mindfulness. Be that as it may, regardless of the assorted utilization of web and wide connection with
different web notices, less respondents could review the web advertisements they had seen. This
suggests the dependability of web publicizing is very low. The examination set up that TV promoting
is more dependable than web publicizing in this manner acclimating with Danaher and Mullarkey
(2003), that TV advertisements are much solid than web promoting.

The examination infers that web promoting affected buy choice of the clients to a direct degree as just
about portion of the respondents were impacted buy choice. In any case, web promoting is a key
determinant of procurement choice of the clients as they view it as an association point amongst them
and the organization from which they purchase their items from. The examination likewise infers that
web publicizing has huge association with buy choice of the shoppers. The examination additionally
infers that web promoting contributes most to the buyer conduct and that web publicizing was a
critical factor in anticipating the shopper conduct. Moreover, there is a positive connection between
purchaser conduct and web publicizing. This infers organizations ought to put more in web promoting
to expand their piece of the pie and direct a statistical surveying on the diverse markets in different
nations to guarantee that the web publicizing activities being actualized suits the focused on business
sectors to enhance item buys.

Suggestions

The project built up that the unwavering quality of web publicizing is low and in this manner
prescribes that the administration of organizations utilizing web promoting ought to give extraordinary
experience to its clients in light of client investigation to convey a customized involvement to the
clients, Calisir (2003). The investigation additionally found that web publicizing is viable in reach and
making of mindfulness and suggests that the organizations ought to put more in web promoting to
expand their piece of the overall industry and give item data.

55
At last, the investigation verified that there is a positive connection between web
promoting and buyer buy choice and further prescribes that organizations should lead a
statistical surveying on the distinctive markets in different nations to ensure that the
internet advertising initiatives being implemented suits the targeted markets to improve
product purchases. This is because there exist different contextual realities between
different markets Wolin (2002).

Suggestions for further studies

Since this study explored the effectiveness of internet advertising on consumer
behaviour:, the study recommends that a similar study should be done in a pdifferent
universities for comparison purposes and to allow for generalization of findings on the
effectiveness of internet advertising on consumer behaviour. As as suggested by Gong
and Maddox (2003), “future research can look into the impact of web advertising
across different countries and cultures to enhance the global understanding of web
advertising effectiveness” (p: 44).

56
 REFERENCES
Alvin, J. S, Lisa R. K, and Ernst, R. B (2002), Intermedia Substitutability and Market
Demand by National Advertisers, (20:4)
Baltas, G., (2003), Determinants of Internet advertising effectiveness: An empirical
study. International Journal of Market Research, 45: 505-513.
Berthon, P.L., Pitt, F. and Watson, R.T.,(1996), The World Wide Web as an
advertising medium: Toward an understanding of conversion efficiency.
Journal of Advertising Research, 36: 43-54.
Bhat, S., Bevans, M. and Sengupta, S., (2002), Measuring users’ web activity to
evaluate and enhance advertising effectiveness. Journal of Advertising, 31:
97-106.
Bloch, P.H., Sherrell, D.L. and Ridgway, N.M., (1986), Consumer search: An
extended framework. Journal of Consumer Research, 13: 119-126.
Calisir, F., (2003), Web advertising vs. other media: young consumers’ view. Journal
of Internet Research: Electronic Networking Applications and Policy, 13(5):
356-363.
Cho, C.H., (2003), Factors influencing clicking of banner ads on the WWW.
CyberPsychology & Behavior, 6: 201-215.
Danaher, P.J. and Mullarkey, G.W., (2003), Factors affecting online advertising
recall: A study of students. Journal of Advertising Research, 43: 252-267.
Dreze, X. and Hussherr, F.X., (2003), Internet advertising: Is anybody watching?
Journal of Interactive Marketing, 17: 8-23.
Ducoffe, R.H. (1996), Advertising value and advertising on the web. Journal of
Advertising Research, 36: 21-35.
Edwards, J., (2005), Pharma formulates plans to move marketing from TV.
Brandweek, 46: 5.
Faber, R.J., Lee, M. and Nan, X., (2004), Advertising and the consumer information
environment online. American Behavioral Scientist, 48: 447-466.
Goldsmith, R.E. and Lafferty, B.A., (2002), Consumer response to Web site and their
influence on advertising effectiveness. Journal of Internet Research: Electronic
Networking Applications and Policy, 12: 318-328.
Gong, W. and Maddox, L.M., (2003), Measuring web advertising effectiveness,
Journal of Advertising Research, 43: 34-49.

57
Kent W., Ian, F., (2010), The Essential Guide to New Media & Digital Marketing
Ko, H., Jung, J.,Kim, J.Y. and Shim, S.W.,( 2004). Cross-cultural differences in
perceived risk of online shopping. Journal of Interactive Advertising.
Kotler, P., (2004), Marketing management, 11th International edition– Prentice-Hall,
pp 706.
Korgaonkar, P. and Wolin, L.D., (2002), Web usage, advertising, and shopping:
relationship patterns. Internet Research: Electronic Networking Applications
and Policy, 12: 191-204.
Koyuncu, C. and Lien, D., (2003), E-commerce and consumer’s purchasing
behaviour. Applied Economics, 35: 721-726.
Kurtz, D., (2010), Contemporary Marketing Mason, OH: South-Western Cengage
Learning.
Lee H., Cho D. and Lee S., (2002), Impact of e-Business initiatives on firm value.
Electronic Commerce Research and Applications, 1: 41-56.
Malcolm Warner, International Encyclopaedia of Business & Management, 2nd
Edition
Menon, S. and Soman, (2002), Managing the power of curiosity for effective web
advertising strategies. Journal of Advertising, 31: 1-14.
Metha, A., (2000), Advertising attitudes and advertising effectiveness. Journal of
Advertising Research, 40: 67-72.
Newman, E.J., Stem Jr . and Sprott, D.E., (2004), Banner advertisement and web site
congruity effects on consumer web site perceptions. Industrial Management &
data Systems, 104: 273-281.
Palanisamy, R., (2004), Impact of gender differences on online consumer
characteristics on web-based banner advertising effectiveness. Journal of
Services Research, 4: 45-74.
Robinson, W., (1991), Promotional Marketing on the web.
Rodgers, S. and Thorson, E., (2000), The interactive advertising model: How users
perceive and process online ads. Journal of Interactive Advertising.
Rowley, J., (2000), Product search in e-shopping: A review and research
propositions. Journal of Consumer Marketing, 17: 20-35.
Schlosser, A.E., Shavitt, S. and Kanfer, A., (1999), Survey of Internet users’ attitudes
towards Internet, Journal of Interactive Marketing, 13: 34-54.

58
Silk, A.J., Klein, L.R., and Berndt, E.R., (2001), The emerging position of the Internet
as an advertising medium. 3: 129-148.
Smith, S.M., (2002), Electronic commerce issues for consumers and marketers.
Todd P. A., (1997), Consumer reactions to electronic shopping on the
World Wide Web. International Journal of Electronic Commerce, 1 (2): 59-88.
Tom, D. (2008), Principals of Advertising and IMC
Wolin, L.D. and Korgaonkar, P., (2003), Web advertising: gender differences in
beliefs, attitudes, and behavior. Journal of Internet Research: Electronic
Networking Applications and Policy, 13: 375-385.
Wolhandler H., (1999), Real numbers behind Net Profits. (6th annual survey of
online commerce).
Yoon, S.J., (2003), An experimental approach to understanding banner advertsing
effectiveness. Journal of Targeting, Measurement and Analysis for
Marketing,11:255-272.

59
 APPENDICES
APPENDIX I: RESEARCH QUESTIONNAIRE
SECTION A – BACKROUND INFORMATION
1. Age Group (yrs): ☐ up to 15 ☐16 to 25 ☐26 to 30 ☐31 to 35
2.-------------------------------------------------------------------------------------
3. Gender: ☐ Male ☐ Female

SECTION B – ATTITUDES, REACH AND AWARENESS

4. Do you like Advertisements?
☐ Yes ☐ No
☐ Informative ☐ Irritating
☐ Entertaining ☐ Annoying
☐ Creates awareness ☐ Waste of time
5. How much time do you spend on?
TV, Movies ☐< 1hr ☐1 - 2hrs ☐ 2 - 4hrs ☐ 4 - 6hrs ☐> 6hrs
Newspaper, Mags ☐< 1hr ☐1 - 2hrs ☐ 2 - 4hrs ☐ 4 - 6hrs ☐> 6hrs
Radio ☐< 1hr ☐1 - 2hrs ☐ 2 - 4hrs ☐ 4 - 6hrs ☐> 6hrs
Internet ☐< 1hr ☐1 - 2hrs ☐ 2 - 4hrs ☐ 4 - 6hrs ☐> 6hrs
6. Do you watch the TV/ or listen to Radio commercials during commercial break?
☐ Yes ☐ No
☐ Informative ☐ Irritating
☐ Entertaining ☐ Annoying
☐ Creates awareness ☐ Waste of time
7.I change the channel during commercial breaks…
☐ Never ☐sometimes ☐depends on ad ☐often ☐every time

i
SECTION C: AD RECALL
Which is the last Newspaper/Magazine ad you remember? Which brand was it?

Which is the last TV commercial you remember? Which brand was it?

Name any three TV commercials you remember lately

1.
2. 3.

8. Do you see/check online ads/mails when you surf the internet?

☐ Never ☐ sometimes ☐depends on ad ☐ often ☐every time
Which is the last online ad you remember? Which brand was it?

9. Name any three online ads you remember lately

1.
2. 3.

SECTION D: INFLUENCERS, PREFERENCE AND PURCHASE DECISION

10. You use the internet for? (Rank them in order of your preference)
☐ Chatting and Social Networking ☐
☐ Email ☐
☐ Information ☐
☐ Entertainment ☐
☐ E -Commerce ☐
☐ Downloading ☐
11. What mode of advertising influences you to buy clantadon product?
☐ Magazines and newspaper
☐ Friends and relatives
☐ TV Commercial
☐ Online advertisements
☐ Social Media – Blogs, forums, Social Networking sites
10. Which mode of advertising would you prefer? (Rank in order of preference)
☐ TV Commercials ☐
☐ Print Ads: Newspaper, Magazines ☐
ii
 ☐ Baners, Posters ☐
☐ Online Ads: Banners, Emails, ☐
11. Have you made any purchases after seeing clantadon internet ads?
☐ Yes ☐ No

12. What is the relationship between internet advertising and purchase decision,
Please tick where appropriate: 5-To a very great extent, 4-To a great extent, 3-To a
moderate extent, 2-To a little extent, and 1-To no extent.

1 2 3 4 5
Statements on Internet advertising To no To a To a To a To a
and purchase decision Extent little moderate great very
extent extent extent great
extent
Internet advertising influences
customers’ purchase decision
duration of page viewing is a strong
determinant of the ability to recall
banner ads
Animation content, the shape of the
banner ad, and frequency of the ad
(repetition) leads to higher advertising
Recall
Companies should aim to strengthen
customer interactions with
advertisements on the Web
Most companies provide a generic
experience to all customers rather
than relying on customer analysis to
deliver a personalized experience.
When customers weigh benefits, they
become emotionally involved with
advertising and promotion.
Repeated advertising messages affect
consumer behavior. This repetition
serves as a reminder to the consumer.

iii