BUSINESS RESEARCH METHODS

MBA SEM I
BATCH -2020-2022
 
TOPIC – IMPACT OF ADVERTISEMENT ON CONSUMER
BEHAVIOUR 
INTRODUCTION

• This research was to study how different factors of

consumer behavior effect on decision-making.
• Consumer behavior should be analyzed for effective
advertising, to know why consumers behave in
particular ways under certain circumstances.
• Advertising is a way of communication to
encourage an audience for making purchase
decision about a product or service and conveying
information to viewers.
Research problem and objective of the study

Research Problem:

Advertising is a very important tool use to stimulate consumer buying behaviors by ways of getting them
informed or remind them about a product. The companies still going on search that does advertisement affects
the decision of consumer in buying process.

Objective of the Study :

• To know the impact of various media on different age group people.
• To study the buying behavior affected due to advertisement.
• To study the impact of consumer awareness and perception on buying behavior.
IDENTIFICATION OF VARIABLES AND MEASURING SCALES 

QUESTION NO. VARIABLES SCALE

1 Age Interval scale
2 Gender Nominal scale
3 Media of advertisement Nominal scale
4 Frequency of buying product Ordinal scale
5 Awareness Ordinal scale
6 Purchase preference Ordinal scale
7 Attitude Nominal scale
8 Influence to try new product Ordinal scale
9 Convincing power of advertisement Ordinal scale
10 Effect on buying decision Ordinal scale
SCOPE OF STUDY

The Scope of Study cover the impact of advertisement on

consumer behavior.
This study will be helpful in getting an insight into the
perception of consumers on advertisements and its
impacts on changing the buying behavior of consumers. 
The study is limited to the influence of advertisement on
consumer behavior and consumer preference in Pune
city, using selected consumers as a focus point. 
 RESEARCH METHODOLOGY
 Research design -
• This research is based on explanatory approach.
• This study required a structured and definite plan to identify the relationship between different variables.
• To collect the information, a structured questionnaire is distributed through online platform to recipients.
• We have also used Likert Scale in a question so that the option given to the respondent are not unbalanced.

Data Collection-
 Primary data – Primary data is collected by preparing a questionary and it is filled
by respondents.
 Secondary data – Secondary data relevant to study is gathered from published
sources such as internets and research paper.
 Data analysis and discussion

1.  Age 
More than 35 3

31-35 1

25-30 25

18-24 71

60

50

40
2. Gender  30

20

10

0
Male Female Other
 3. Which media of advertising impress
you more?
64

23

7 5
1

S o c i al Med i a N ew sp ap er Tel ev i si o n Hoardi ng o t h er

4. Based on advertisement how likely

you buy product? 3%3% 13%

34% Very Likely

Likely
Neutral
Unlikely
47%
Very unLikely
 Chart Title

Strongly disgree
5. Do you get awareness of new product through
Disagree advertisement?
 
Neutral

Agree

Strongly Agree

0 10 20 30 40 50 60

Chart Title

83
6. Do you change your initial purchase preference
after watching the advertisement?

12
5

Always Sometimes Never

 90
80
70 7. Do you change your attitude towards a certain
60
brands/products/services after watching their
50
40 advertisement?
30  
20
10
0
Yes

No

8. Does advertisement influence you to try new Strongly Disagree

brands/products/services?
Disgree

Neutral

Agree

Strongly agree

0 10 20 30 40 50 60
 Very un... 9. Do you find advertising convincing?
60
Unlikely  
50
40 Neutral
30
20 Likely

10
Very Likely
0

Chart Title
60

10. Does advertising affects your buying decision?

21

14

4
1

1
 FINDINGS
 People who are in the age group of 18-30 they find social
media mode of advertising more impactful as compare to other
mode of advertisement.
 There are 60% of people whose buying behaviour get affected
due to the advertisement
 There are more than 50% of people who get awareness of new
product through advertisement.
LIMITATIONS

Considering the population of the Pune city, we are not able to cover the whole
population for our research study.
It would have been more desirable if we could get hold of people from a
diversified age group especially, group of above 45 year.
There are some people who are not aware about the particular brands, products so
due to which the study of our research were limited.
CONCLUSION

The advertisement has a significant impact on consumer buying behaviour.

This study is also helpful for marketer to understand that how consumer buying
behaviour change through the advertisement.
The companies should use attractive and informative content to create the
awareness in the minds of the consumers.
The quality of advertisements should be attractive and good because it keeps great
impression on mind of the consumers. 
THANKYOU!!!
REFERENCES

 https://www.researchgate.net/publication/344692582_IMPACT_OF_ADVERTISEMENT_ON_CONSUMER_BUY
ING_BEHAVIOUR
 https://www.google.com/url?
sa=t&source=web&rct=j&url=http://ictactjournals.in/paper/IJMS_Vol4_Iss3_Paper4_800_808.pdf&ved=2ahUKEwi
ipZnt8JjwAhWc4nMBHYzqCaUQFjAYegQIHxAC&usg=AOvVaw3MnD9jLI63T1Z10BdH3KLk&cshid=1619336
074168
 https://www.abacademies.org/articles/a-study-on-the-influences-ofadvertisement-on-consumer-buying-behavior-
7177.html
 https://scholar.google.co.in/scholar?
q=impact+of+advertising+on+consumer+buying+behaviour+research+paper&hl=en&as_sdt=0&as_vis=1&oi=schol
art
 https://journals.sagepub.com/doi/abs/10.1177/0973258618822624
 https://ijac.org.uk/the-impact-of-advertising-on-consumers-buyingbehaviour/