SVKM’S NMIMS

MUKESH PATEL SCHOOL OF TECHNOLOGY MANAGEMENT AND ENGINEERING

A Study on Impact of Advertising to Consumer Purchase

and Behavior

Capstone Project submitted in partial

fulfilment of the requirements for the
degree of

MBA (Tech.)
Chirag Singh (K233)
Mohammad Zaid (K238)
Sarthak Saraswat (K262)
Deeksha Vikram (K264)
Muskan Ranka (N259)

Under the Supervision of

Prof. Ramanan Balakrishnan

1.0 INTRODUCTION
Advertising is a method of correspondence to urge a crowd of people to settle on buying choices
about an item or support and pass on data to watchers. It is considered as a crucial and
fundamental component for the financial development of the advertisers and organizations.
Publicizing is typically a paid type of openness or advancement by some support that ranges
through different conventional media like TV, paper, business radio commercial, magazine mail,
outside promoting or current media like online journals, sites, and instant message.
The significant point of advertising is to affect purchasing conduct; nonetheless, this effect about
the brand is changed or reinforced every now and again through individuals' recollections.
Recollections about the brand are framed by affiliations that are identified with brand name in the
buyer's mind. These brands constantly impact thought, assessment and lastly buys. Customers'
purchasing conduct has consistently been given such a lot of significance and space in the writing
investigation of the effect of promoting regarding its viability. Often shoppers' purchasing conduct
relies upon loving or disdaining the buyer towards the commercial of the item publicized. A decent
quality promotion is probably going to impact customers into purchasing that item while a low-
quality commercial will do the inverse. Mental effect and insight are significant perspectives found
to influence shopper conduct. The commercials utilized for the review went from different items
to administrations.

2.0 REVIEW OF LITERATURE

One of the recent studies by M.S Siddiqui. et al. (2021) on advertising influencing factors
aim to evaluate the effect of commercials on consumer purchase. Different strategies which
marketers can adopt to make their advertising progressively successful. The study asserted
that depending on demographical components of respondents are having a critical mean
contrast with the purchasing of individual consideration items and item factors and choice
influencers were altogether affecting purchasing conduct of male respondents [1]. Another
recent study by Virender & Rakesh (2014) studied consumer preferences, usage pattern and
satisfaction towards washing products i.e. Nirma, Tide, Surf eXcel, and Rin and examined
that Surf Excel was the most popular and its advertisement could be easily recalled. The
collected data has been analyzed with the help of a percentage method. Most of the
respondents felt that advertisement is a source of information and watching advertisements
on TV is a main source of information. They also reasoned that the present market is more
client-organized in the sense all the business activities revolve around understanding their
conduct and purchasing behavior [2].
A study by Mohit Bansal and Shubham Gupta (2014) focuses on the impact of informational
content on consumer behavior. It highlights the fact that advertisements with more
informational content were found to influence more customers than advertisements with less
informational content. The impact of informational content and its probability of being liked
by a consumer were greatest for electronics and durable goods. It was found to be the least
for apparels where people were more influenced by its emotional appeal. The amount of
information present was found to be independent of the size of the advertisement. It was
found that advertisements related to electronic items were more factual than advertisements
related to apparels that were mainly transformational. It can be understood that commercials
of different products employ different strategies to influence their customers and such data
can be helpful in obtaining its impact on the customers not only for newspaper
advertisement but for all other forms of advertisements [3].

A study by Naveen Rai (2013) shows that advertisements influence the behaviour and
attitude formation of consumers not only in India but also worldwide. The consumers of
durables products have their motivational sources which are advertisements and study
revealed that advertisement motivates them to materialize the purchase of durables. The
consumers are influenced significantly by advertisements when quality and price play a
significant role. Purchase attitude and behavior is influenced by a variety of advertisements
which cover product evaluation and brand recognition [4].

Another study by R Sivakasi studied the impact of advertising on buying behavior of

consumers (2013) shows that The Advertising should be certified, right and serve the
educational requirements of the buyers. The organizations should utilize alluring and
educational substance to promote mindfulness in the customers and they ought not depend
on the ad for changing the view of the purchasers, rather they should utilize better
approaches for deals advancement or different mechanisms for changing the impression of
individuals. It will be simple for any organization to change the purchasing conduct of
purchasers by making mindfulness and building solid discernment in the brain of their
clients. [5]

A study by Tashrifa Haider studied the Influences of Advertisement On Consumer Buying

Behavior (2017) that Advertising is a method of correspondence to empower a crowd of
people for settling on buy choice with regards to an item or administration and passing on data
to watchers. It is considered as an indispensable and fundamental component for the financial
development of the advertisers and organizations. advertising is normally a paid type of
openness or advancement by some support that spans through different customary media like
TV, paper, business radio ad, magazine mail, open air promoting or present day media like
sites, sites and instant messages, The four factors, Entertainment in Advertisement, Familiarit y
of Advertisement, Social Imaging in Advertising and Advertisement Spending were thought
of. In view of the examination, it very well may be inferred that promotion essentially affects
customer purchasing conduct. This review can be useful for advertisers to get what triggers a
 buyer's expectation to buy. They can figure out which component in promoting is best and
which has a nearly lower sway. [6]

One study conducted by B.A. Chukwu in 2019 examined how advertising impact consumer
buying behavior. Thanks to significant advances in technology, effective advertising is
critical to gaining a competitive edge, so this study is needed. In this study, a study design
was adopted. This involves collecting data from respondents using hypothesis testing
questionnaires. Hypotheses were tested using multiple regression methods. The study found
that significant and positive relationships lie between the independent variables (emotional
response, environmental response to brand, brand awareness, and sensory stimulus
advertising and the dependent variables of purchasing behavior. [7]

A recent study by Ramzan Sama done in 2019 explore the importance of various media
advertisements on consumer behavior (CB) stages such as awareness (AWR), interest
(INT), conviction (CON), purchase (PUR) and post-purchase (PPUR). Consumers'
expectations of information from various media such as television, radio, newspapers,
magazines, and the Internet are completely different. In this study, the researchers attempted
to investigate the different advertising media that influence CB at each stage. This study is
of paramount importance in the current advertising market as it will provide important
insights into the balance between traditional and digital media. [8]
Another study by J Josephine Lalitha in December 2013, primarily focuses on the impact of
TV advertisements on the buying behavior of rural people. Television allows marketers to
show and tell a wide audience your business, product, or service. In this study, a survey was
conducted on 60 respondents chosen from Annur village in Coimbatore district. The results
indicate that the advertisements provide much knowledge to the consumers about the
products and influence them in purchasing the product. Marketers need to understand that
advertisements have been able to change the way consumers look upon the products and
brands thereby building an association which goes to an extent of giving rural consumers an
expression of getting identified with the product. [9]

3.0 RATIONAL OF THE PROPOSAL RESEARCH STUDY

The proposed research study focuses on consumers’ expectations, buying behavior, attitude and
perception of brand influenced by brand advertising and its impact on them.

4.0 SCOPE AND COVERAGE OF THE PROPOSED RESEARCH STUDY

The research study is mainly undertaken to examine the impact of advertising to consumer
purchase and behavior buying. The researcher will collect the primary and secondary to measure
and evaluate the current scenario of buying behavior of consumers influenced by different rand
advertisements. The geographical coverage of this study is based on different tier cities of India
only. We will be taking data from who’s age group will be between 13-60+. This will help us
knowing the buying behavior, brand awareness, likes, disliked and its impact through different
brand advertisements.
5.0 OBJECTIVES OF RESEARCH STUDY
 The study identifies the relationship between different variables and test hypotheses. The
advertisements used for the study range from a varied variety of products and services.
 This paper aims to determine which of these variables carries the most importance in
terms of affecting consumer behavior and which of these variables carries less significant
impact.
 The study will highlight the buying behavior of consumers towards different brands. The
significance of the proposed study is to know the different strategies for the satisfying
consumers of Himalaya products

6.0 RESEARCH DESIGN OF THE PROPOSED RESEARCH STUDY

Research Design of the Proposed Project Work, considering its objectives, scope and coverage
will be exploratory and descriptive in nature.

7.0 RESEARCH METHODOLOGY OF THE PROPOSED RESEARCH

STUDY
The Research methodology mainly includes the following points:
7.1 SOURCES OF INFORMATION: The research would make the use of both primary
Data as well as Secondary Data sources of information the case may be.
7.1.1 PRIMARY DATA: The Primary data will be collected from the consumers of the
different brands.
7.1.2 SECONDARY DATA: The secondary data will be collected by search engine,
newspapers, books, magazines, journals, websites and other relevant information.
7.2 RESEARCH INSTRUMENT: The research will put to use structured non-designed
questionnaire to get the responses from the consumers of different products.

7.3 SAMPLING DECISONS:

7.3.1 REPRESENTATIVE SAMPLE: The primary data from the consumers who would
use products by different companies shall be collected and they shall be regarded as a
representative sample unit in this research study.
7.3.2 SAMPLE FRAME: The representative sampling unit in appropriate and justified size
would be conveniently drawn from different customer across various age-groups, occupation,
education, gender and income from the selected respondents .
7.3.3 SAMPLE SIZE: The sample size of data would be of 100 respondents.
7.3.4 SAMPLE DESIGN AND METHODS: Non-probability sampling design based on
judgmental sampling method will be used for the proposed research study.
7.3.5 SAMPLE MEDIA: Sample media would be taking personal interview and/or Google
forms for form of filling up of Questionnaire.
8.0 CONCLUSIONS, FINDINGS AND RECOMMENDATIONS
On the basis of analysis and interpretations of the data research findings will be drawn and
necessary recommendations / suggestions will be highlighted pertaining to study.

9.0 LIMITATIONS OF THE PROPOSED RESEARCH STUDY

 The research will be having monetary constraints.
 The possibility of biased responses can’t be ruled out.
 The time is limited to conduct this proposed study.

REFERENCES
1. Siddiqui, M.S., Johri, A., Shoeb, A., Saxena, A.K., Siddiqui, J.H., & Usmani, K. (2021). A
study on the Influence and Impact of Advertising to Consumer Purchase Behaviour in
Rural Areas of India. Academy of Strategic Management Journal, 20(5), 1-22.
2. Virender Kaushal & Rakesh Kumar. (2014). Impact of advertising on consumer behaviour
with special reference of our selected washing products in Shimla district of Himachal
Pradesh. SIT Journal of Management, Vol. 4. No. 2. December 2014. Pp.47-55.
3. Mohit Bansal & Shubham Gupta. (2014). Impact of Newspaper Advertisement on
Consumer Behavior. Global Journal of Finance and Management. ISSN 0975-6477
Volume 6, Number 7 (2014), pp. 669-674.
4. Naveen Rai. (2013). Impact of advertising on consumer behaviour and attitude with
reference consumer durables. International Journal of Management Research and
Business Strategy, Vol. 2, No. 2, April 2013.
5. R Sunderaraj: Impact of Advertising on buying behaviour of consumers sivakasi DOI:
10.21917/ijms.2018.0108
6. Tashrifa Haider, Shadman Shakib (2017)A Study On The Influences of Advertisement On
Consumer Buying Behavior Research Article: 2017 Vol: 9
7. B.A. Chukwu, E.C. Kanu and A.N. Ezeabogu. (2019). The Impact Of Advertising On
Consumers Buying Behaviour. International Journal of Arts and Commerce, Vol. 8 No. 1.
8(1), 1-15.
8. Ramzan Sama. (2019). Impact of Media Advertisements on Consumer Behaviour. Journal
of Creative Communications. 14(1) 54-68.
9. M. Natarajan and S. Manimaran (2016). Impact of Advertisement on Buying Behavior of
Rural Women Consumers. International Journal of u- and e- Service, Science and
Technology Vol.9, No. 6 (2016), pp.11-22