Influence of stealth marketing in

movies on consumer behavior &

brand identity

Presented by:
Madhav Reddy
Ravit Gupta
 INTRODUCTION
Stealth marketing is advertising something to a
person, without them realizing they're being
marketed to. It's a low cost strategy that can be
really valuable to a business, but the issue
with stealth marketing is one of ethics.
 ABSTRACT
Purpose:
• Stealth marketing (Buzz marketing) is becoming recognized as important form of promotion and
important source of information influences consumer attitude (movie viewers) and purchase
behavior. The main purpose of this study is to create immediate sales and also to create interest
and excitement that will make consumer more open minded to direct advertising later. The purpose
of this research is to survey the effect of stealth marketing on consumer(Movie viewers) decision.

Methodology:
• The study obtains the exploratory purpose through qualitative by asking consumers (Movie
audience) about their perceptions few stealth marketing advertisements in the questionnaires. In
total, 300 students from various university colleges in India. The study was done with through
structured questionnaire used for sampling with IBS statistics SPSS 25 as a tool to analyze.
Findings:
• It is an exploratory study aimed at understanding the way marketers work to hold consumer. This
paper is useful for marketers to take decisions. And also used to predict the future sales like market
potential and sales potential

Application:
• Managers should develop complete understanding of stealth marketing and try to stimulate stealth
marketing about destinations among consumers, because most of consumers are influenced by
information from informal sources.
Novelty:
• The study supports the influence of stealth marketing (Buzz Marketing) mostly focus on consumers,
where the possible impacts on brands indirectly.
 OBJECTIVES
• To determine the influence of consumer
behaviour on stealth marketing.
• To study effect of applying buzz marketing to
purchasing decisions made by students.