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This research paper explores the influence of advertising on consumer buying behavior. It examines how advertising strategies, including persuasive techniques and brand image building, impact consumer decisions. The paper also analyzes the role of personal preferences, buying power, and social influences in shaping consumer choices. It concludes that advertising plays a significant role in influencing consumer behavior, but it is not the sole determinant.
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Submitted by Aditya Chavan and Vansh Jain for the partial fulfilment for the Bachelor’s Degree in Arts and Bachelor’s Degree In Law to the Symbiosis Law School, Pune. Aditya Chavan (20010126809) Vansh Jain (20010126808) Division: B Year: 1st^ Year BBA LLB
Prof.
Advertising is a way of communication to incite an audience for making purchasing decisions about a product or service and bearing information to the viewers. It is considered as a very vital and essential constituent for the economic growth of marketers and businesses. The use of advertisement has augmented in the 20th century. The major aim of advertising is to influence the buying behavior of the consumers. OBJECTIVE In this paper we will elucidate how advertisement has become an essential part in persuading the consumers to buy products and how it has become one of the most imperative pillar of marketing. SOURCE OF DATA The primary sources of data are questionnaire and secondary sources of data are obtained through various authors, books and web articles. CONCLUSION Advertising has become an integral part in influencing consumers to buy products and with the help of advertising the brand can sets itself apart from the competition. By the end of this
research paper, we will provide a comprehensive timeline on how advertisement has evolved into becoming the pillar for influencing the buying behavior of the consumers.
Today advertisements play an essential role in the inducement of customers to purchase products and services. Every company wants to achieve the highest market share. Every company use different ways to attract customers and different segments of the market. In this challenging environment a company should promote its products in such a way that more and more customers get interest in its products. In todays business world marketing processes are based on interactions between a business and the consumer. Consumer is the central point in each business. Now-a-days, attracting and satisfying customer is tougher than manufacturing merchandise. For any product, several brands are accessible in the market. each company desires to extend its market. currently consumers dominate the market. thus sellers ought to build lot of efforts to draw in and to steer the persons to purchase his product and services. Advertising is a vital means to influence the potential customers. Moreover, customers have conjointly started giving importance to advertising while creating purchase selections. proof of accelerating importance of advertising is clearly reflected from the rise in advertisement expenditure of virtually all business units. Advertising influences consumer attitudes and buying behavior. Advertisements increase brand-image, develop brand-familiarities and facilitate the organization in increasing its market share.
(O.C.Ferrell, 2004). That relationship between a company and a consumer in the marketplace follows a simple process that allows each to understand the other well through necessary information from the consumer side and market analysis from the company side. Using the same images for different advertising campaigns can lead to failure and, more importantly, give the wrong understanding of the message (Anne M. Cronin, 2000). According to (Rai, 2013), there are a number of national and international brands that people are familiar with and have a strong mental image of. Because of their culture, lifestyle, and surroundings, these perceptions are pinched in their minds. (Tamizhjyothi, 2013) Attitudes are established via experience and knowledge, and they have an impact on purchasing behaviour. The brand's positioning is determined by the success or failure of the company. Consumer behaviour is influenced by social and cultural influences, which affect not just individual buying decisions but also the type of product purchased. (Arnould and Thompson 2005); Perault, Jerome, & Mccarthy, 2005)
As this paper made is theoretical in nature the secondary data is a major source of data for the research paper. The secondary data includes both primary and secondary findings from books and web articles. These findings have been taken from legitimate sources but from different countries so the results could be different. The primary data has been obtained through online survey. The survey was sent to people who circulated it among their friends and relatives. Data is collected from 56 individuals. OBJECTIVES OF THE STUDY TO STUDY THE IMPACT OF ADVERTISEMENT ON THE BUYING BEHAVIOR OF THE CONSUMERS. TO UNDERSTAND THE POWER OF PERSUASION IN ADVERTISEMENT IN BUYING OF A PRODUCT. TO IDENTIFY THE ROLE OF ADVERTISEMENT ON BUILDING CONSUMER PERCEPTION. RESEARCH METHOD The research is based on both Secondary as well as Primary Data. Primary data was collected from a sample of 56 (number) people from Mumbai and Pune city through a questionnaire survey and in depth interviews of the sample belonging to 15-60 Age Group.
4 Cluster Influence Cluster influence is additionally seen to have an effect on the choices created by a consumer. The primary influential cluster consisting of relations, classmates, immediate relatives and the secondary influential cluster consisting of neighbors and acquaintances are seen have bigger influence on the buying choices of a consumer. Say for instance, the mass liking for fast food over home cooked food or the craze for the SUV’s against little utility vehicle are evident samples of constant. 5 Buying Power Buying power of a consumer plays a very important role in influencing the consumer behavior. The shoppers usually analyze their buying capability before creating a choice to shop for and product or services. the merchandise is also wonderful, however if it fails to satisfy the patrons buying ability, it'll have high impact on it its sales. Segmenting consumers based on their shopping for capability would facilitate in determining eligible consumers to realize higher results.
Advertisement acts as a incentive in purchasing of products or services of the specific business. Advertisements are one of the vital tools employed by businesses to promote/to deliver the information regarding their products or services. Advertisements should not be dishonorable since it'd have negative impact on the customers. Effective advertisements additionally facilitate businesses to extend their sales numbers. the aim of this analysis was to review the impact of advertisements on consumer buying behavior. based on the analysis created by us, it will be concluded that advertisement has important impact on consumer buying behavior. This analysis paper are often useful to grasp the foremost preferred advertisement media, influence of advertisements on searching trends, most remembered aspects of advertisements and much more. RECCOMENDATIONS Advertising has evolved over the years and has become an integral part of the marketing industry. If this topic is studied properly we can see the success of advertising in the marketing industry. Academic research regarding this topic is scare and can be further researched by others. LIMITATIONS AND FUTURE SCOPE LIMITATIONS The project is theoretical based so the sources on the basis of which the paper is made is secondary in nature. The secondary data regarding this topic was scarce. The primary data is obtained for the purpose of supplementing the findings from the secondary data. Although for the primary data, we took survey of 198 people, a more accurate study could be drawn from a larger sample size. FUTURE SCOPE Future research regarding this topic was done using only the internet in which certain resources that could have been used were not available. The primary data in the future could also be done using a larger Sample size.
