THE EFFECTIVENESS OF

INTERNET ADVERTISING
ON CONSUMER BEHAVIOUR

Submitted by:
Charles William Padamadan
Amrutha A. M.
Berlin William
Internet Advertising
Problem Statement
To what extent online
advertisement effects the
consumer behaviour
 Research Objectives

• Determine the effectiveness of internet

advertising on reach and creation of
awareness.

• Establish the reliability of internet

advertising through recall.

• Determine the relationship between

internet advertising and purchase
decision.
Theoretical Framework

Online Consumer
advertisement behaviour
Instrument
Secondary research

Available literature

E-Journals

Internet
Online
Books
RESEARCH METHODOLOGY

• Research Design
• Sample Design
• Data Collection
• Data Analysis
DATA COLLECTION

Quantitative
Research

The
questionnaires
were designed
to collect
secondary data
Limitations

Confined to
urban area

Not sure, its

applicable in
whole country
Respondents
above 18 years of
age.
Discussion of findings

Informative

Irritating

Quality Websites
Attitude towards advertisements

91% 9%
Positive Negative
attitude attitude
Recommendations
• Media should be selected
according to the choice of
the customers.
• Price should be reduced so
as to attract the customers
to use product mire.
• Misleading and fraudulent
advertising should be
banned.