Scribd
Upload
19 views

BRM Introduction

Uploaded by

Tilak Lakhani
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
19 views

BRM Introduction

Uploaded by

Tilak Lakhani
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 2

Chapter I: Introduction of the Topich

1.1 Rationale of the Study:

Consumer buying behavior encompasses the internal and external factors influencing the
decision-making process. It involves studying the processes through which individuals or
groups select, purchase, use, or dispose of goods, services, ideas, or experiences to meet
their needs and desires (Solomon, 1995). Advertising is a communication tool used to
persuade a targeted audience to take specific actions. It plays a crucial role in the economic
growth of businesses and competition (Ryans, 1996). Typically, advertising is a paid
promotional effort by a sponsor, disseminated through various traditional media such as
television, radio, outdoor advertising, newspapers, magazines, and modern media like blogs,
websites, and text messages. Technological advancements have made advertising more
pervasive and impactful (Allen, 2001).

Early advertisers believed in the strong influence of advertising, aligning with the "bullet" or
"hypodermic needle" models of communication, which emphasized the direct and potent
effects of media messages on audiences. This concept, which considers who communicates
what to whom and through what medium with what impact, was studied by Gorn G. J. in
1982. The tradition of wall painting and wall chalking dates back to ancient Greece, Rome,
and India, and is now observed worldwide (Kotler).

Modern advertising evolved with the advent of mass production in the late 19th and early
20th centuries. Following the success of print advertising, radio advertising emerged, which
was later surpassed by video marketing. The late 1990s saw the rise of private television
networks and the trend of sponsored content. With the 21st century, online marketing has
dominated the global marketplace and consumer network. Advertising has proven its
effectiveness in influencing consumer buying behavior, which has been a significant focus in
literature studying advertising's impact. Consumer buying behavior is often affected by their
preferences towards advertisements of products. Based on literature analysis, several key
indicators have been identified to study the impact of advertising on consumer buying
behavior (Suryawanshi, 2016).
1.2 Introduction to the online advertising industry:

Online advertising, also referred to as online marketing, internet advertising, digital


advertising, or web advertising, is a marketing strategy that utilizes the Internet to deliver
promotional messages to consumers. Many consumers find online ads intrusive and have
increasingly adopted ad-blocking tools for various reasons.

1.3 Justification of the topic:

This research report focuses on quantifying the impact of online advertising on consumer
buying behavior, examining how it influences consumers' intentions toward products and
their purchasing decisions. Consumer behavior is significantly shaped by the product's image
created by advertisers. Primary data were collected through questionnaires, while secondary
data were gathered from the internet. The rapid growth of information technology has
heightened the significance of online advertising. Among the innovations in information
technology, the internet stands out as the most appealing and comprehensive medium. It is
becoming an essential information source due to its ease of access and abundance of data.
Additionally, online shopping may change the way consumers search for information,
allowing them to leverage specific features of the internet (Merino, 2003).

You might also like