*Associate Professor, Srikalahastiswara Institute of Information and Management Sciences, Kapuganneri (village), Srikalahasti(Mandal), Chitoor (District), Andhrapradesh, India
**Associate Professor, Arora School of Business, Hyderabad, Andhrapradesh, India. Email:arvindjambulla@rediffmail.com, Contact number: 919347849134
***Associate Professor, Annamacharya Institute of Technology and Sciences, Rajampeta, Kadapa (District), Andhrapradesh, India
Online published on 13 June, 2013.
The present study was conducted to find out the impact of advertisements on consumer behaviour. A self-explanatory questionnaire was used to measure the impact of advertisements. Sample comprising of both male and female consumers who were residing in Srikalahasti and Tirupati revenue divisions. The enquiries were made with relevance to HUL FMCG advertisements and their influence on consumers buying. For formulating results chi-square, frequency and percentage analysis were used and presented in tabular form. The results revealed that advertisement persuades the consumer to at least buy the product once in a lifetime. Personality used in commercial influenced the consumers more as compare to keyword/caption. Results also revealed that consumers considered advertisement as a reliable source of knowledge as compare to others (friend, neighbours, reference group) opinions. Advertisement can affect any income group, but expensive product and repetition of advertisement did not affect the purchasing attitude. Consumers were influenced by the appeal and personality used in the specific brand advertisements.
Advertisements, Consumer Behaviour, Consumers Buying, Specific Brand Advertisements
