Perception of rural millennial towards humorous advertisements and its effect on their purchase intent: A study of village of Patna District of Bihar

Millennial population both in rural and urban as well continues to grow, and so does its importance for the marketers. In developing countries like India, it is imperative to target rural market as still a large chunk of potential customers resides in villages because of ever increasing buying capacity. There is an increased demand for effective marketing communication with various creative appeals and humor is one of the most sought advertising appeals besides fear. The present study offering insights both for marketer and researchers of this field investigates the comprehension effect and pre purchase intent of products using humorous advertising appeals on rural millennial. The sample consisted of a total 100 villagers between 24 to 39 years of age from Bikram Block of Patna District. Random sampling technique was used to collect data using likert scale questionnaire. The collected responses were put to Student's t-test, ANOVA and ordinary least square regression method with the help of SPSS 22.0. The results showed that humorous advertisements increase audience comprehension among rural millennial. Also there is a significant difference between various audiences regarding comprehension of such humorous advertisements. A significant relationship between humorous ads and purchase intent of various products was also found in the study.