Consumers’ attitude and behaviour towards internet advertising

Internet has become an ongoing emerging source that tends to spread out more and more. The growth of this particular media attracts the minds of advertisers as a more dynamic source to bring in consumers. Internet advertising is highly suitable for ‘consumer-segmentation’, a process that helps in creating well defined consumer groups making it easier for advertisers to create specially designed messages for specific consumer-segments. Today people often use internet to gain knowledge and information but now a day's most of the people like to purchase through internet with the help of internet advertising. It makes the consumer to easy shopping at their place. The main scope of the research was to identify the purchase behaviour of the consumer and problems faced by the consumer. A sample of 200 respondents has been selected from Coimbatore city using random sampling technique. The result test shows that the attitude on internet advertising makes the respondents to help in purchase decision and important attribute on internet advertising among the respondent is visual appeal.