Consumers’ perception towards e-advertising: A study beyond demographics

Internet as an advertising media is gaining importance and is an important element in the marketing mix of every advertiser’s marketing mix. It is therefore important to understand what consumers’ perceive of E-advertising. Demographic factors alone are not sufficient to understand the customers and their perception. Marketers need to understand their target customer groups based on their lifestyles and how it affects their perception of e-advertising to make effective e-advertising strategies. The present study is an attempt to investigate the effect of psychographic psychological factors on consumers’ perception of e- advertising. The authors have conducted a survey in Delhi NCR. Results of the study are based on regression analysis and found significant effect of psychographic factors on consumers’ perception of e-advertising.