..

The Impact of Online Advertising on

Consumer Buying Behaviour

Research Project Submitted in Partial Fulfilment of the Requirements

for the Degree of

BCOM Honours
by
Ashish Kumar Dandpat

to the

DEPARTMENT OF COMMERCE
BHOPAL SCHOOL OF SOCIAL SCIENCES

April, 2021
Submitted by Guided by
Ashish Kumar Dandpat Dr Smitha Pillai
BCOM Honours 3rd Year ‘A’ Associate Professor
Department of Commerce
 CERTIFICATE

It is certified that the work contained in the project report titled “The Impact of Online
Advertising on Consumer Buying Behaviour,” by Ashish Kumar Dandpat, has been carried
out under my supervision and that this work has not been submitted elsewhere for a degree*

Signature of Supervisor: …………….

Name : Dr Smitha Pillai, Associate Professor

Department : Commerce

Bhopal School of Social Sciences

April, 2021

ii
 DECLARATION

I hereby declare that this project report entitled “The Impact of Online Advertising on
Consumer Buying Behaviour” was carried out by me for the degree of BCOM Honours under
the guidance and supervision of Dr. Smitha Pillai, Associate Professor of Department of
Commerce, BSSS College. The interpretations put forth are based on my reading and
understanding of the original texts and they are not published anywhere in any form. The
other books, articles and websites, which I have made use of are acknowledged at the
respective place in the text. This research report is not submitted for any other degree or
diploma in any other University.

Bhopal, M.P

Ashish Kumar Dandpat

BCOM Honours 3rd Year ‘A’

Date: 30/04/2021

iii
 ACKNOWLEDGEMENT

I would like to thank our Principal Dr. Fr. John P.J. and Vice Principal Dr Sr Sonia Kurien
for their immense support and blessings. I thank our HOD Dr Amit Kumar Nag for his
support. I would like to express my special thanks of gratitude to my research guide Dr.
Smitha Pillai, Associate Professor of Department of Commerce for her valuable suggestions
and guidance and for giving me the golden opportunity to do this wonderful research project
on the topic: - The Impact of Online Advertising on Consumer Buying Behaviour, Without
her help it would have been difficult for me to have reached this state of completion of my
project report. Also, I would like to thank my parents and friends who helped me a lot in the
preparation of this project.

I wish to acknowledge the help of all those who have provided me information, guidance and
other help during my research period.

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 Table of Content

Sr Particulars Page No.

No.
1. Abstract 1

2. Chapter I: Introduction of the Topic 2

1.1 Rationale of the Study 3
1.2 Introduction to the online advertising industry 4
1.3 Justification of the topic 4

3. Chapter 2: Review of Literature 5

2.1 National Reviews 6-8
2.2 International Reviews 8-10

4. Chapter 3: Research Methodology 11

3.1 Research Design 12
3.2 Data Collection 12
3.3 Objectives of the Study 12
3.4 Research Hypothesis 13
3.5 Scope of the Study 13
3.6 The Core Concept of Online Advertising 13
Types of Online advertisement 13
3.7 Impact on Consumers 14
3.8 Limitation of the Study 15

5. Chapter 4: Data representation & Analysis 16

4.1 Data representation & Interpretation 17
4.2 Primary Data Analysis 17-23
4.3 Hypothesis Testing 23-25

6. Chapter 5: Results & Discussion 26

5.1 Major Findings & Data Analysis 27
5.2 Conclusion & Suggestions 27

7. References 28-29

8. ANNEXURE (Questionnaire) 30-32

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 ABSTRACT

The present research report is focused on measuring the impact of online advertising
on consumer buying behaviour, which increases the consumers' intentions towards the
product and buying behaviours. The purchasing behaviour is strongly influenced by the icon
of the product which is made by the promoters. The primary data are collected through
questionnaires and secondary data were collected through internet. This research study was
conducted in March, 2021 in Bhopal M.P. A sample of 100 respondents was taken, out of
which 10 were in government or semi-government services, while 10 were taken from
business & profession, 10 were taken from my colleague and the rest 70 were undergraduates
of our college. The sampling method we use is random sampling method. The written report
that online advertisement has always a great impact on the buying trends or purchasing
behaviours of the consumers. At the same period ROI of the produce and best are also
acknowledged with their significant impact on buying behaviour of consumers. Likewise, to
some extent the online celebrity endorsement also substances in the purchasing behaviour.
Thus, the study concludes that the helpful shock of all these aspects, on the buying behaviour
of the purchaser improves the reliability of consumers towards brand which helps in
progressing of the advertised produce.

1
 Chapter 1
Introduction

Contents
1.1 Rationale of the Study
1.2 Introduction to the online advertising industry
1.3 Justification of the topic

2
 Chapter I: Introduction of the Topic

1.1 Rationale of the Study

Consumer buying behaviour is the subject area of internal and external factors acting in the
decision-making process and Consumer behaviour is the study “of the processes involved
when individuals or groups select, purchase, use, or dispose of merchandise, services, ideas,
or experiences to satisfy needs and desires” (Solomon, 1995). Advertising is a form of
communication which is utilized to persuade a specific group of people to take some new
action. Advertising is well-thought-out as a main and important element in the economic
growth of the dealers and different businesses in competition (Ryans, 1996). Advertising is
usually a paid form of promotional material by some sponsor and reached through various
traditional media such as television, commercial, radio ad, outside advertising, newspaper
editor, magazine mail or modern media such as blogs, websites and text message. Moreover,
the developments and technological improvements have turned advertising to a more
pervasive and stronger in its impact and effect (Allen, 2001). Early advertisers assumed that
advertising could be very powerful what is read “comes via and strongly achieves the
supposed and persuasive goals as “the early bullet or “hypodermic needle” modes of
conversation which has given upward push to the earliest idea of verbal exchange results,
“who tells what to whom through what medium with what impact” outcomes of track on
advertising effectiveness became studied via gorn g j in 1982. The subculture of wall painting
and wall chocking is observed inside the historic subculture of greece and romans and as
nicely in India, which could be now visible in many, parts of the universe as properly (Kotler).
Present advertising is advanced with the development of mass production inside the overdue
19th and early twentieth centuries. After the fulfilment of print advertising, the concept of
radio advertising and marketing prevailed this turned into then exceeded out by way of the
video marketing. Within the late Nineties the private television network initiated the trend of
having provides. With the approaching of the 21st century the web marketing has dominated
the sector market location and consumer community as properly. These days the add has
proved its outcomes and impact on customers' shopping for behaviours and marketer wishes
all around the international. Customers shopping for behaviour has constantly been fed so
much importance and area inside the literature look at of the effect of advertising concerning
its effectiveness. Most of the time clients shopping for behaviour is stimulated through liking
or disliking of the purchaser closer to the commercial of the product, marketed. Based totally
on the evaluation of the literature, some key signs have been selected for the study of the
effect of marketing on customers' shopping for behaviour. (Suryawanshi, 2016)

3
1.2 Introduction to the online advertising industry
Online advertising, also known as online marketing, Internet advertising, digital advertising
or web advertising, is a form of marketing and advertising which uses the Internet to deliver
promotional marketing messages to customers. Many consumers find online advertising
disruptive and have increasingly turned to ad blocking for a variety of reasons.

1.3 Justification of the topic: -

The present research report is focusing on quantifying the impact of online advertising on
consumer buying behaviour, which raises the consumers' intentions towards the product and
buying behaviours. The buying behaviour is strongly inspired by using the icon of the
product that is constructed by way of the advertisers. The number one statistic on the sector
are collected thru questionnaires and secondary information were gathered via internet.
The fast increase of statistics generation has enhanced the importance of online advertising.
Out of the innovations of the data technology, internet is by way of a ways the maximum
attracting extensive media. Moreover, the net is rising as the most crucial source of facts due
to its ease wealth of records. Furthermore, consumers purchasing on line may additionally
alter or alternate the way they look for records to take advantage of sure characteristics of
the internet. (Merino, 2003)

4
 Chapter 2
Review of Literature

Contents

2.1 National Reviews

2.2 International Reviews

5
 Chapter 2: Review of Literature

2.1 National Reviews:

The researcher has done literature review on various National Publications, Articles, Journals
which are described below:

1. Bikhchandani (1998)

In their research describes whether or not shoppers shall purchase a product and whether or
not they suggest product to others. These are generally used as parameters for buy aim. The
take a look at moreover reveals the end result of understanding cascades on social media
through exceptional product attributes is unconditional with special involvement strengths by
buyers. It concludes that the buyers try to reveal definitely specific tiers of involvement in
special situations anywhere they face with logo buying and recommending to others. (Welch
I, 1998)

2. Manju Ahuja (2003)

In their article, centred on investigating the elements that influence the buying behaviour and
surfing behaviour of consumers in the course of on line buy mainly, the look at has been
performed about the consumers using enterprise-to-client web sites. The researchers
additionally investigated buying options of consumers with varied demographic profiles
which may reveal distinctive shopping for procedures and client behaviours for a particular
elegance of products and services. Social media is the handiest elements that have an impact
on buying behaviour of clients. (Raman, 2003)

3. Muhammad Shafiq Gul (2004)

In the evaluation, the researchers targeting finding the connection of social media and buying
behaviour of consumer. The observe concerned the scholars of academic institutes of Karachi.
Round hundred and sixty questionnaires were replied by the scholars. The examine reveals
that there is no sturdy relationship between purchaser shopping for behaviour and social
media. (Muhammad Imran Khan Muhammad Shafiq Gul, 2004)

4. Ram sunder (2011)

In their look at says that shoppers‟ selections are stimulated closely by way of on-line
manufacturers. Opinion of purchasers will have an effect on each other. This form of opinion
via other purchasers influences the repurchases. So, customers are moving to internet to get
extra information for his or her buying choice. (BHOME, 2016)

6
5. Dehghani (2013)

Their study analyses the understanding inheritance on consumer’s motion and reputation of
emblem. Information inheritance on the social media take place once someone observes
behaviour of others and make a comparable choice that different humans have already made.
The expertise cascade is frequently used for one among 2 outcomes on shoppers,
understanding cascading reasons the brand to appear high or low in consumer purpose on
shopping and additionally might also have an impact on consumers believe on logo. The study
targets at customers who have trust on brand photograph. These types of customers are
prompted by selection taken through others. (H. Choubtarash Dehghani, 2013)

6. Teena Bagga (2013)

The have a look at analyses the inner and outer elements of client’s online buying behaviour.
An established shape was used and a survey was carried out with hundred samples.
Questionnaires were sent through the mail and additionally posted thru on line net pages and
have been replied by way of the respondents themselves. The statistical evaluation observed
seven important elements that govern the purchaser’s buying behaviour. These seven factors
had been: would love for social conversation, internet site attributes, online advertising,
undertaking, comfort, privateness problems and data search. (Bhatt, 2013)

7. Garima Gupta (2013)

In her paper analysed the have an impact on of social media on product buying. The
consequences proved of the real fact that social media have an effect on product shopping for
intentions. Mainly, there's a powerful effect of 3 factors known as records about product, peer
verbal exchange and the level of product involvement on client’s buy intentions with
appreciate to social media. The writer infers that, due to the fact the product is sold thru on-
line, it can not be tested; perceived records shared approximately the product on social media
and data sharing among peer groups helps consumer’s evaluation at the product and makes
choices for that reason. (Garima, 2013)

8. Geetanjali Naidu (2013)

In their look at analyses the have an impact on of social media in shopping behaviour of
purchaser in Raipur. In keeping with the survey end result seventy-five% of Indian young
people makes use of net for sharing their opinion, views and comment in numerous websites.
The analysis concludes that people use social media widely for amassing records concerning
product. (Agrawal, 2013)

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9. Balakrishnan (2014)

This look at finds the have an effect on of social media towards emblem photograph and
shopping for opinion of younger generation. Two hundred questionnaires have been disbursed
to undergraduate college students of universities in Malaysia. The reaction charge turned into
75 percentage. Three hypotheses and a couple of propositions have been examined using
multivariate evaluation and imply. The end result showed that the internet communications,
on line groups, digital phrase of mouth, and online exposure are successful in promoting the
emblem picture and shopping for goal of consumers through social media platforms. Those
findings notify the managers to reach the more youthful technology customers social media
is the quality-selling device. This analysis offers data to international sellers in applying social
media activities to market their product. (W. J. and Balakrishnan, 2014)

10. Aindrila Biswas (2014)12

In her paper, goals to look the have an impact on of social media on client choice behaviour.
Technology popularity version was adopted to discover the social media usage perceptions.
The personnel of the multinational companies in India are the samples for the have a look at.
An equation modelling become used to check the eligibility of the version. The results state
that customers of social media willing to have greater buy aim than the occasional customers.
(Biswas, 2014)

2.2 International Reviews:

The researcher has done literature review on various International Publications, Articles, and
Journals which are described below:

1. Williams (2000)

In his take a look at screen that social media marketing affects belief, shopper selection
behaviour, shopping for-choice and attitude from pre-purchase facts segment to post-buy
behaviour. (L, 2000)

2. Belch and Belch (2003, p120-122)

Described of their have a look at that at a few states of affairs in the course of the buying
method, customers forestall searching out and comparing statistics before going to the next
stage. At this stage, buyers determine whether or not or not they are able to reap merchandise
or no longer. The buying choice depends at the motivation and impact of other buyers thru
opinions and recommendation. (Belch, 2003)

8
3. Young Ae Kim et (2007)

Explains in their study that shopping for selections are powerfully tormented by people who
the client knows and believes. Several net buyers ask for the critiques earlier than shopping
for a brand-new product. Internet social groups allow chatting among trusting contributors,
allow customers to share their stories by means of writing reviews and score others‟ opinions.
E-commerce websites have commenced to reap statistics on the interaction among customers
of their web sites, to recognize and look at social have an effect on on purchase procedure, to
boost CRM and enhance sales. (BHOME, 2016)

4. Achille (2008)

This observe suggests that due to evaluations and hints published in diverse social media web
sites through the web buyers has expanded the range of on-line shoppers to 40 percentage
within the past two years. As an effect of social media, through online forty one percent of
customers purchased books, thirty six percentage consumers bought clothes and footwear,
twenty 4 percent consumers purchased video video games and DVDs, twenty 4 percent clients
purchased airline tickets and twenty three percentage purchasers bought gadget. (j, 2008)

5. OTX analysis DEI Worldwide (2008)

In their observe, analysed the impact of social media on buying behaviour of clients and a
survey turned into performed amongst us populace, which indicates that customers currently
use social media as excessive information useful resource for brands, businesses, or product.
It additionally concludes that social media outreach with the aid of brands and firms,
specifically if a non-public online representative will make this outreach, are frequently some
distance extra vital on consumer behaviour than commercials or extraordinary promotional
devices. In fact, thirds of consumers are doubtless to bypass the knowledge they obtain to
others and over half of are doubtless to require movement on these facts. There may be a big
stronger effect on consumer behaviour when the social media is used as a tremendous
outreach to share statistics. (DEI Worldwide OTX Research, 2008)

6. Gursakal (2009)

This observe analyses the influence of media society and the amount of time that clients spent
at the internet and social media. In recent times, consumption tendencies have modified. The
usage of magazines, interviews and catalogues through consumers and dealers are altered by
means of searching on e-mails, net sites and sharing statistics in social media. Due to the
effective position of social media, the time ate up on the internet increases, and clients‟
withdraw from traditional looking strategies. Social media have end up a crucial place in

9
which opportunities are stated, products are marketed and products are commented.
(Gursakal, 2009)

7. Miller (2010)

In his examine found out that over eleven million buyers use 70% of social networking to buy
various product and offerings. The consumers provide beneficial information regarding the
product and proportion remarks with exclusive clients over social media. (Lammas, 2010)

8. Penn Schoen and Berland Associates LLC (2010)

In their take a look at explains how the social media can impact purchaser electronics. The
study changed into conducted by way of 1012 internet interviews with U.S. General
population aged above eighteen. The consequences determined that social media community
has grow to be included into humans’ lives. Social media facilitates to shape consumer
behaviour. About 30% of social media users made purchases supported via social media
critiques and recommendations from pals and unknown net customers, almost sixty-eight
percentage of respondents consider that those pointers are greater or much less close to
conventional guidelines. About, 33% accept as true with that social media critiques and hints
they get hold of are far higher than they get hold of thru other approach. (Schoen, 2010)

9. Pookulangaran (2011)

In his article states that buying is continually an experience and social media allows the
consumers to connect to folks that are in general strangers. Cultural characteristics influences
on consumers‟ utilization of social media and a wonderful effect on the net shopping for
conduct. (Pookulangaran)

10. Mehmood Rehmani (2011)

Of their analysis, investigated the various social media parameters that substantially affected
the shopping selection of clients. The evaluation gave significance to locate the affect of social
media on the customers buying decision. The authors outlined the targets of the studies, so
that you can comprehend the objectives, a suitable research model is predicted and studies
hypotheses were examined at the model. (BHOME, 2016)

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 Chapter 3
Research Methodology

Contents

3.1 Research Design

3.2 Data Collection
3.3 Objectives of the Study
3.4 Research Hypothesis
3.5 Scope of the Study
3.6 The Core Concept of Online Advertising
3.7 IMPACT ON CONSUMERS
3.8 Limitation of the study

11
 Chapter 3: Research Methodology

This chapter focuses on research methodology that was used in the study. It provides a detailed
description of the research approach adopted in the study. Research Design, target population,
research instruments, data collection & analysis method used were presented in the
subsequent section.

3.1 Research Design

This study used descriptive research. Descriptive research involves collecting data that define
events & then organizes, tabulates, depicts, and defines the data collection. It frequently uses
visual aids such as graphs and pie charts to help the reader in understanding the data
distribution and therefore presented a better clarification on online advertising & ultimately
gives a clear picture on the efficiency & reliability of online advertising & its relationship to
purchase decision. (Kothari, Research Design)

3.2 Data Collection

The research made use of primary data & secondary data, which was collected using
structured questionnaire distributed to the 100 respondents. This research study was
conducted in March, 2021. A sample of 100 respondents was taken, out of which 10 were in
government or semi-government services, while 10 were taken from business & profession,
10 were taken from my colleague and the rest 70 were undergraduates of our college. The
administered questionnaire was collected after completion by the respondents on the same
day & then responses used for analysis. The secondary data was collected from articles.
(Kothari, Data Collection)

3.3 Objectives of the Study

1. To Know the core concept of Online Advertising.

2. To find out the factor influencing consumer’s buying decision.

3. To study the impact of online advertisement on the Consumer Behaviour.

12
3.4 Research Hypothesis

 H0 There is not significance relationship between impact of online advertisement on

buying behaviour of consumer.
 H1 There is significant relationship between impact of online advertisement on buying
behaviour of consumer.

3.5 Scope of the Study

A sample of about 100 people selected from the target population. This research conducted

within the geographical boundaries of Bhopal, M.P.

3.6 The Core Concept of Online Advertising

Online advertising is a sort of mass communique which is primarily based on conventional

shape of advertising but develops its own conversation techniques in correlation with the new
technical and medium based necessities. Widely, on line advertising and marketing is set
handing over advertisements to internet/on-line users thru internet web sites, e-mail, advert-
supported software program and internet-enabled smart phones examples of online
advertising consist of contextual commercials on seek engine end result pages, banner
advertisements, rich media ads, social network advertising, interstitial advertisements, online
labelled advertising and marketing, marketing networks and e-mail marketing, which includes
electronic mail unsolicited mail and so forth. (Deshwal)

Types of Online advertisement

 Floating ads: A floating advert is a kind of wealthy media internet commercial that
appears uninitiated, superimposed over a person-asked web page, and disappears or will
become unobtrusive after a selected time period (commonly 5-30 seconds). The maximum
fundamental floating commercials virtually appear over the internet page, either complete
display or in a smaller rectangular window. They may or might not provide a way of get
away, together with a near button. Greater state-of-the-art variations can be available in
any shape or length and include sound, animation, and interactive components. (Deshwal)
 Expanding ads: These are ads that enlarge whilst customers click on on them. The ads do
now not amplify just from moussing over links, that's a method utilized by a few other
advertisers. They often take a long time to down load, which in flip can negatively affect
the tourist's revel in on that web page. Well mannered ad codecs have been advanced to

13
 deal with this venture through allowing advertisers to serve large file formats with out
demanding the weight time for the relaxation of the pictures at the web page. (Deshwal)
 Phase One: The initial load is a compact photograph or SWF file that is smaller in size,
so there's no put off in loading different contents at the page. This could be the first few
frames of the advert, or a teaser. (Deshwal)
 Phase Two: The primary load is the whole version of the advert. The overall advert will
have a bigger document length. It is loaded most effective after the entire internet web page
has completed loading into the vacationer's browser. (Deshwal)
 Wallpaper ads: An ad which changes the history of the page being considered.

a. Trick Banner: A banner ad that attempts to trick people into clicking, often by imitating an
operating system message.

b. Pop-up: A new window which opens in the front of the current one, displaying a
commercial, or complete webpage.

c. Pop-under: Just like a pop-up besides that the window is loaded or despatched in the back
of the present-day window in order that the person does no longer see it until they close one
or extra lively home windows. (Deshwal)

3.7 IMPACT ON CONSUMERS

Advertising at the net is nearly a need for cutting-edge groups, in particular those who do
business outside of their local community. Purchasers use the internet for more than sincerely
leisure or statistics, as they do with radio, tv, magazines and newspapers. Clients use the
internet to help them in nearly every factor of existence, creating endless opportunities to
vicinity relevant, targeted advert messages.

Fundamental blessings of advertising and marketing to consumer are as follows:

The net's significant reach can allow advertisers to reach drastically extra human beings than
conventional marketing media at a fraction of the fee. Internet advertising is ideal for
businesses with a country wide or international goal market and huge-scale distribution
abilities. Most of the time, the greater human beings a commercial enterprise serves, the most
cost-efficient net advertising may be. Internet marketing also can be more targeted than a few
traditional media, ensuring that the messages are seen with the aid of the maximum applicable
audiences. (MAMTA, 2017)

The manufacturer is compelled to preserve the high-quality of the goods advertised. Cash
spent on advertising being an investment the manufacturer evidently expects returns on such
investment. This interest may be approaching so long as the producer maintains the great and
14
there via the popularity of the goods so marketed. As soon because the pleasant of the article
drops the sale of the item may also decline.

Well-advertised goods are typically higher in pleasant thus justifying advertising and
marketing although it cannot be denied that positive corporations might also advertise
worthless goods. Within the latter case, however, the advertising cost will be wasted in the
long run.

Marketing additionally acts as a records service and educates the client. It permits customers
to recognise precisely what he wants and where to get it. Marketing as a consequence makes
it viable for entertainment of recent services and make the lifestyles of the purchaser less
difficult, comfier and more exceptional. (MAMTA, 2017)

Advertising stimulates manufacturing and decreases the price in line with unit. This discount
in the fee is commonly passed directly to the patron and this is why fee of properly-marketed
items are found to be commonly lower than different goods of the same fine which are not so
properly marketed. (MAMTA, 2017)

Advertising also makes it viable to sell direct to the consumer with the aid of mail order
business. As a result, gets rid of the role of mediators. Clients out-of-the way areas also can
revel in the comforts and luxuries available simplest within the towns or cities. On this way
advertising improves social welfare. (MAMTA, 2017)

As producers manage the pride of properly-advertised items charge- reducing is not to be had
to the outlets and the shopkeeper attempts to attract customers by way of giving higher and
greater exceptional carrier. This is also an additional gain to the consumer added about by
way of advertising. (MAMTA, 2017).

3.8 Limitation of the study

 The study is restricted only to online questionnaire

 The conclusion of the study is based on the information provided by the respondent.

15
 Chapter 4
Data Representation
& Analysis
Contents

4.1 Data representation & Interpretation

4.2 Primary Data Analysis
4.3 Hypothesis Testing

16
 Chapter 4: Data Representation & Analysis
4.1 Data representation & Interpretation

This chapter present analysis & findings of the study as set out in the research methodology.
The result was presented on the impact of online advertising on consumer buying behaviour.
The study objective was:

1. To Know the core concept of Online Advertising.

2. To study the impact of online advertisement on the Consumer Behaviour.

3. To find out the factor influencing consumer’s buying decision.

Buyers decision process study targeted 100 respondents out of which all the 100 respondents
respond & return their questionnaire contributing to a response rate of 100%.

This commendable response rate was due to extra efforts that were made via courtesy calls
made to remind the respondents to fill in & return the questionnaire. The chapter covers the
demographic information, and the results based on the objectives. The findings were then
presented in graphs & pie charts as appropriate with explanations being given in prose
thereafter.

4.2 Primary Data Analysis:

1.

The age of the respondent that participated in the research was according to this graph above.
The information shows that 84% of the people were from the age group of 18-30 years, 12%
were from the age group of 18 or under, 2% were from the age group of 30-50 & 1% hade
age that was above 50 or 21-30 year. The information shows that people from different age
17
 group where able to share their views & ideas that was allowing us to get assorted information
from the several people participating in the research.

2.

This pie chart showing the interest towards online advertisement, 44% people likes online
advertisement, 37% doesn’t like & 19% don’t pay attention.

3.

This chart depict that peoples watch online advertisement Daily or not we can see that 43.4%
don’t watch online advertisement daily 39.4% watch advertisement daily & 17.2% vote for
Maybe they watch.

18
4.

According to 63% peoples the best media for advertisement is online platform, 20% thinks
televisions, 11% thinks newspapers, 5% think other & 1% think radio.

5.

The graph shows 63% peoples are highly influenced towards online platforms where as 23%
think television is effective mode of advertisement, 12% think news paper & the rest 2% think
other mode of advertisement is effective according to them.

19
6.

The graph shows 48% people have medium influence where as 27% are highly influenced &
25% are not sure that how online advertisement influence their buying behaviour.

7.

The first bar graph shows 50 peoples are agree that they bought item after being influenced
by online advertisement & that item has met their needs whereas 16 peoples strongly agree
with this, 27 peoples give neutral statement & only 5 people disagree with this statement. The
rest 2 are disagree. (In the case of Online Advertisement)

The second bar graph shows 39 peoples are agree that they bought item after being influenced
by other advertisement platforms & that item has met their needs whereas 14 peoples strongly
agree with this, 39 peoples give neutral statement & only 6 people disagree with this
statement. The rest 2 are disagree. (In the case of other Advertising platform)

20
8.

The pie chart shows 24% people buy products because it was a familiar product or brand
where as 23% make purchase depends on how advertisement was interesting, 20% said, they
was already planning on the purchase of that particular product & 19% and 14% people make
purchase decision depending upon the price discount they offered & they are curious about
the product.

9.

The graph depicts 51% of people recently change their mind after seeing an online
advertisement & they have decided that they should buy it where as 45% think they not change
their mind after seeing any online advertisement. The rest 4% always change their mind set.

21
10.

The bar graph shows around 57% of people purchase clothing items by influenced online
advertisement where as 50% made purchase electronics products, 19% & 12% make purchase
other house hold items & grocery products.

11.

We can see that in this bar graph level of satisfaction regarding the purchase of product by
seeing online advertisement. People votes 51% for 3 Stars where as 25% t 4 stars, 12% for 2
Stars & 6% for both 1 & 5 Star.

22
12.

The pie chart shows 78% peoples think advertisement is an effective decisive factor for online
shopping where as 15% & 7% maybe & not think that advertisement is effective way for
online shopping.

4.3 Hypothesis Testing

 H0 There is not significance relationship between impact of online advertisement on

buying behaviour of consumer.
 H1 There is significant relationship between impact of online advertisement on buying
behaviour of consumer.
The results of this study with the hypothesis testing can be summarized with the help of
Chi-Square Test. (Kothari, Chi-Square Test)
So, the following are the tables shows our hypothesis testing which was done with the
help of IBM SPSS Statistics software: -

23
1.

2.

24
 3.

So, this is our output for chi square test. The first table shows the sample size & missing
values in this table we can see that the sample size is 100 so that for N=100 & there is no
missing cases so in missing column N=0.

The second table that is cross tabulation is the contingency table, in contingency table each
row shows the category of one nominal variable so here level of satisfaction regarding the
purchase of product by seeing online advertisement major in rows & here is 5 category’s 1
stars to 5 stars. Similar column majors another nominal variable that is opinion about people
bought an item after being influenced by online advertisement & that item has met their needs
so again, we have 5 category first column shows people strongly agree for the statement that
they purchase item after being influenced by online advertisement & that item has met their
needs and second column shows agree, third shows neutral, fourth column shows disagree &
fifth column shows strongly disagree with the above statement.

The final table shows Chi-Squire Statistics so here the Pearson Chi-Square is 38.149 & the
associated significance level or ‘P’ value is 0.001. Now since this ‘P’ value is less then 0.05
so we reject the null hypothesis.

H ≠ x̄

So, what is null hypothesis, there is no significance relationship between impact of online
advertisement on buying behaviour of consumer & we are going to reject our null hypothesis
and therefore, we conclude that there is a significance relationship between impact of online
advertisement on buying behaviour of consumer.

25
 Chapter 5

Results & Discussion

Contents

5.1 Major Findings & Data Analysis

5.2 Conclusion

26
 Chapter 5: Results & Discussion

5.1 Major Findings & Data Analysis

Basic statistical methods are employed for data analysis, like frequency and
percentages of replies in favour and against the online advertisement. After evaluating,
tabulation and interpreting data, the conclusions will be carried away. So, these are some
following factor that influencing consumer’s buying decisions: -

Roughly 24% of the total respondents propose that they they purchase product because it was
a familiar product or brand, according to 23% advertisement was interesting and 20% told
that they was already planning on the purchase of that particular product, while roughly 19%
of the total respondent's have third priority that the price discount they offered & 14% are
curious about the product. In this Roughly 19 % of the total respondents are of opinion that
prize scheme has impacted on the sale of the products to some extent.

According to Fig no. 7 it show’s the impact of online advertisement on the consumer
behaviour, approximately 50 peoples are agreed that they bought item after being influenced
by online advertisement & that item has met their needs whereas 16 peoples strongly agree
with this, 27 peoples give neutral statement & only 5 people disagree with this statement. The
rest 2 are disagree.

Chart no. 11 is about the level of satisfaction regarding the purchase of product by seeing
online advertisement. People votes 51% for 3 Stars where as 25% to 4 stars, 12% for 2 Stars
& 6% for both 1 & 5 Star.

5.2 Conclusion

The study concludes that Internet advertising offers increased awareness of companies, an
easy method to allocate information, advanced procedures of targeting consumers, an instant
and direct line to the consumers. Online advertisement pampers sellers directly with targeted
consumers. The advertisement should not be invasive and distractive in nature. Such
advertisement should be innovative to attract more and more customers. With the improved
adoption ad fission of the Internet, World Wide Web is becoming gradually a standard
advertisement platform. The necessity is to understand the target consumers and then plan
prudently in order to gain maximum out of this new medium.

27
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 ANNEXURE

Questionnaires on the Impact of online Advertisement

on Consumer Buying Behaviour
Hello friends I'm Ashish Kumar Dandpat pursuing B. Com (Honours) 3rd year from Bhopal School of Social
Science & presently doing a project on "Impact of online advertisement on consumer buying behaviour". I
request you to kindly co-operate by giving your true response. ☺

1. Personal Details: Name (Optional)

Your answer .

2. Age

 18 or under

 18-30

 30-50

 Above 50

3. Do you like Online Advertisements?

 Yes

 No

 Maybe

4. Do you watch online Advertisement Daily?

 Yes

 No

 Maybe

5. The best media for advertisement according to you?

 ONLINE PLATFORMS
 News papers
 Televisions
 Radio
 Other

30
6. Which mode of advertisement is effective according to you or influence you?

 ONLINE PLATFORM

 News papers

 Televisions

 Radio

 Others

7. How much influence do you feel advertisement have over your buying behaviour?

 Large influence

 Medium influence

 Not sure

8. If you have even bought an item after being influenced by online advertisement and
that item has met your need?

Strongly Agree Neutral Disagree Strongly

agree disagree

By Online advertising     

By other advertising     
Platforms

9. Which of these factors influenced your purchasing?

 The Advertisement was interesting

 Curious about the product

 It was a familiar product or brand

 The price discount they offered

 Was already planning on the purchase of that particular product

31
10. Have you recently changed your mind after seeing an online advertisement and
have decided that I should buy it!

 Yes

 No

 Always

11. What kind of goods do you purchase by influenced by online advertising?

 Electronics products
 Clothing items
 Grocery products
 Other house hold items

12. Level of satisfaction regarding the purchase of any product by seeing online
advertisement?

1 2 3 4 5

Highly Unsatisfied      Highly Satisfied

13. Do you think advertisement is an effective decisive factor for online shopping?

 Yes

 No

 Maybe

14. Any Suggestion Please!

Your answer .

32