1PhD Scholar, Department of Agricultural Communication, Govind Ballabh Pant University of Agriculture & Technology, Pantnagar, Uttarakhand
2Professor, Department of Agricultural Communication, Govind Ballabh Pant University of Agriculture & Technology, Pantnagar, Uttarakhand
3Principal Scientist, Division of Agricultural Extension, ICAR-IARI-110012
4Scientist, Agricultural Extension, ICAR-Central Citrus Research Institute, Nagpur-440033
Online published on 4 October, 2019.
In today's business sphere, advertising is a special marketing tool that provides information to its viewers and encourages them to take decisions regarding purchasing of any product. The present study seeks to examine how advertisements influence consumers to purchase different goods, services: how people perceive advertisements and consumers preference of different advertising media. A sample of 80 university students were taken and a self-explanatory questionnaire was used for collecting data. The study explored how advertisements influenced respondents to a large extent to purchase convenience goods(Mean Score = 65.51) and it had a minimal influence on their purchase of luxury goods(MS= 33.87). It also revealed that advertisements displayed over internet (MS= 72.06), on television (MS= 59.66) & outdoor displays are having more influence on consumers buying behaviour as compared to those broadcasted over radio (MS= 24.95). Besides these, along with the positive aspects of advertisements, respondents also perceived some negative effects like misleading consumers and creating unrealistic expectations. It can be concluded that advertisements specially related to foods and cosmetics on internet had significantly affected the buying behaviour of university students.
Advertisements, advertising media, buying behaviour, consumers
