Role of advertising on consumer buying behavior-A non parametric test

Today the word advertising is common to all. It figures in each of our daily lives. We see it on television, in the news papers, in the magazines on bill boards etc. Advertising is an indispensable factor in modern society. It has been the driving force in the business process. Nobody can think of doing business without advertising. Advertising is a non personal communication of sales message. It has acquired great importance in the modern India, characterized by tough competition in the market and the fast changes in technology, and fashion and taste of customers. Advertising is used for communicating business information about the product qualities, place of availability of its products etc. The main focus of this research study is to find the effects of advertising on consumer buying behaviour. The paper also provides a more comprehensive statistical analysis of evaluating consumers’ decision making criteria while buying the product. The Participants were chosen randomly from cities ‘Cuttack’ and ‘Bhubaneswar’, Odisha, 270 agreed to participate in the survey but the data could be collected from 252 respondents only.