An Empirical Study on the Impact of Advertising on Buying Behaviour

Abstract

Advertising plays a vital role in a competitive era. With all major and minor players in the market trying to impress the „lord of the market‟, the consumer, advertising becomes an important tool among others in trying to persuade the consumer to buy a particular brand. Whether new or old, market leader or new entrant, everyone has an advertising strategy. However, over the years, doubts have been raised on the effectiveness of advertising and its impact on consumers. In a lot of cases, the impact of advertising has found to be negligible and also to an extent negative since, people believe that advertisements is all about half-truth and full lies. Also, the lack of legal enforcements meant that advertisers could exaggerate the features and performance of their offering to such an extent that people lost faith in message. However, there are some messages, which are still valued. This research paper intends to study the impact of advertisements on peoples‟ buying behavior. How much belief is there in the advertisements, what is the attitude towards advertisements and overall impact of advertisements? For this purpose a sample size of 500 respondents from across Gujarat was targeted and data was collected through a structured questionnaire.