THE IMPACT OF ONLINE ADVERTISING ON

CONSUMER BEHAVIOUR

A Project
submitted in partial fulfilment of the requirements for
the award of the Degree of

BACHELOR OF BUSINESS ADMINISTRATION

By

AYUSH SINGH
BBA/60010/20

DEPARTMENT OF MANAGEMENT
BIRLA INSTITUTE OF TECHNOLOGY
OFF CAMPUS DEOGHAR
2023

DECLARATION CERTIFICATE
1
This is to certify that the work presented in the project entitled “The Impact of
Online Advertising on Consumer Buying Behaviour” in partial
fulfillment of the requirement for the award of Degree of Bachelor of Business
Administration of Birla Institute of Technology Mesra, is an authentic work carried
out under my supervision and guidance.

To the best of my knowledge, the content of this project does not form a
basis for the award of any previous Degree to anyone else.

Date : (Dr. Sandip Ghosh Hazra)

Department of Management
Birla Institute of Technology
Off campus Deoghar

CERTIFICATE OF APPROVAL
2
The foregoing project entitled “The Impact of Online Advertising on
Consumer Buying Behaviour”, is hereby approved as a creditable study of
research topic and has been presented in satisfactory manner to warrant its
acceptance as prerequisite to the degree for which it has been submitted.

It is understood that by this approval, the undersigned do not necessarily endorse

any conclusion drawn or opinion expressed therein, but approve the project for the
purpose for which it is submitted.

(Internal Examiner) (External Examiner)

ACKNOWLEDGMENTS
3
I would like to thank our Director for their immense support and blessings. I would
like to express my special thanks of gratitude to our HOD .. and of all there
valuable suggestions and guidance and for giving me the golden opportunity to do
this wonderful research project on the topic : - The Impact of Online Advertising on
Consumer Buying Behaviour , Without his help it would have been difficult for me
to have reached this state of completion of my project report.

I would be failing in my duty if I do not express my deep sense of gratitude to those

who have been kind enough to help me in preparation of this report.

Last but not the least; I would also like to thank my family and friends for their
support and encouragement throughout the project.

I wish to acknowledge the help of all those who have provided me information,
guidance and other help during my research period.

ABSTRACT
4
The present research report is focused on measuring the impact of online
advertising on consumer buying behaviour, which increases the consumers'
intentions towards the product and buying behaviours. The purchasing behaviour
is strongly influenced by the icon of the product which is made by the promoters.

The primary data are collected through questionnaires and secondary data were
collected through internet. This research study was conducted in March, 2023. A
sample of 100 respondents was taken. The sampling method we use is random
sampling method. The method of sampling used is convenience sampling. It is a
type of nonprobability sampling that involves the sample being drawn from that
part of population that is close to hand.The written report that online advertisement
has always a great impact on the buying trends or purchasing behaviours of the
consumers.

Thus, the study concludes that the helpful shock of all these aspects, on the
buying behaviour of the purchaser improves the reliability of consumers towards
brand which helps in progressing of the advertised produce.

Table of Content

5
Sr. No. Particulars Page
No.

1. Chapter I: Introduction of the Topic

1.1 Introduction
1.2 Rationale of the Study
1.3 Introduction to the online advertising industry
1.4 Justification of the topic

2. Chapter 2: Review of Literature

2.1 National Reviews
2.2 International Reviews

3. Chapter 3: Research Methodology

3.1 Research Design
3.2 Data Collection
3.3 Objectives of the Study
3.4 The Core Concept of Online Advertising
3.5 Types of Online advertisement
3.6 Impact on Consumers
3.7 Limitation of the Study

4. Chapter 4: Data representation & Analysis

4.1 Data representation & Interpretation
4.2 Primary Data Analysis

5. Chapter 5: Results & Discussion

5.1 Major Findings & Data Analysis
5.2 Conclusion & Suggestions

6. References

7. ANNEXURE (Questionnaire)
6
Chapter 1 Introduction:
Contents

1.1 Introduction
1.2 Rationale of the Study
1.3 Introduction to the online advertising industry
1.4 Justification of the topic

7
 Chapter I: Introduction of the Topic

1.1 Introduction

In a competitive market, it is important for advertising managers to grab the

consumers attention through advertisements and sales promotion. A sizable
marketing budget is spent on advertising. The trend of using digital media
platforms for advertising is fast growing. This study intends to explore the
importance of internet advertising on different consumer behaviour stages.

The consumer expectations of information from various media such as TV, radio,
newspapers, magazines and the internet are entirely different. The characteristics
of different media and its immediate and long-term effects on consumers are also
varied. For instance, TV allows high quality audio-visual content that is more
suitable for product categories, which require physical demonstration. Radio offers
audio content and is most suitable for businesses catering to the local markets.
Internet had grown tremendously in both its applications and number of users due
to its unique characteristics of flexibility, interactivity and personalization.

It has been a very useful tool of communication, entertainment, education and

electronic trade. Many companies have turned to the internet to advertise their
products and services and the internet is deemed to be the most significant direct
marketing channel for the global marketplace. Companies are pouring billions of
dollars into internet advertising to obtain greater return on investment on ads. The
internet has given consumers more control in accessing more information on
products and services. There are several factors that contribute to consumers pull
for online content. Now consumers are able to shop from companies around the
world, and it has reduced the time and effort they spend on shopping.

1.2 Rationale of the Study

Consumer buying behaviour is the subject area of internal and external factors
acting in the decision-making process and Consumer behaviour is the study “of the
processes involved when individuals or groups select, purchase, use, or dispose of
merchandise, services, ideas, or experiences to satisfy needs and desires”
(Solomon, 1995).

Advertising is a form of communication which is utilized to persuade a specific

group of people to take some new action. Advertising is well-thought-out as a main
and important element in the economic growth of the dealers and different
businesses in competition (Ryans, 1996).
8
Advertising is usually a paid form of promotional material by some sponsor and
reached through various traditional media such as television, commercial, radio
ad, outside advertising, newspaper editor, magazine mail or modern media such
as blogs, websites and text message. Moreover, the developments and
technological improvements have turned advertising to a more pervasive and
stronger in its impact and effect (Allen, 2001).

Early advertisers assumed that advertising could be very powerful what is read
“comes via and strongly achieves the supposed and persuasive goals as “the early
bullet or “hypodermic needle” modes of conversation which has given upward
push to the earliest idea of verbal exchange results, “who tells what to whom
through what medium with what impact” outcomes of track on advertising
effectiveness became studied via gorn g j in 1982.

The subculture of wall painting and wall chocking is observed inside the historic
subculture of Greece and romans and as nicely in India, which could be now
visible in many, parts of the universe as properly (Kotler).

Present advertising is advanced with the development of mass production inside

the overdue 19th and early twentieth centuries. After the fulfilment of print
advertising, the concept of radio advertising and marketing prevailed this turned
into then exceeded out by way of the video marketing. Within the late Nineties the
private television network initiated the trend of having provides. With the
approaching of the 21st century the web marketing has dominated the sector
market location and consumer community as properly. These days the add has
proved its outcomes and impact on customers' shopping for behaviours and
marketer wishes all around the international.

Customers shopping for behaviour has constantly been fed so much importance
and area inside the literature look at of the effect of advertising concerning its
effectiveness. Most of the time clients shopping for behaviour is stimulated through
liking or disliking of the purchaser closer to the commercial of the product,
marketed. Based totally on the evaluation of the literature, some key signs have
been selected for the study of the effect of marketing on customers' shopping for
behaviour.

1.2 Introduction to the online advertising industry.

Online advertising, also known as online marketing, Internet advertising, digital

advertising or web advertising, is a form of marketing and advertising which uses
the Internet to deliver promotional marketing messages to customers. Many
9
consumers find online advertising disruptive and have increasingly turned to ad
blocking for a variety of reasons.

1.3 Justification of the topic: -

The present research report is focusing on quantifying the impact of online

advertising on consumer buying behaviour, which raises the consumers' intentions
towards the product and buying behaviour . The buying behaviour is strongly
inspired by using the icon of the product that is constructed by way of the
advertisers. The number one statistic on the sector are collected through
questionnaires and secondary information were gathered via internet.
The fast increase of statistics generation has enhanced the importance of online
advertising. Out of the innovations of the data technology, internet is by way of a
ways the maximum attracting extensive media. Moreover, the net is rising as the
most crucial source of facts due to its ease wealth of records. Furthermore,
consumers purchasing on line may additionally alter or alternate the way they look
for records to take advantage of sure characteristics of the internet.

1
0
Chapter 2 Review of Literature

Contents
2.1 National Reviews
2.2 International Reviews

11
 Chapter - 2 Review of Literature

2.1 National Reviews:

The researcher has done literature review on various National Publications,

Articles, Journals which are described below:

1. Bikhchandani (1998)

In their research describes whether or not shoppers shall purchase a product and
whether or not they suggest product to others. These are generally used as
parameters for buy aim. The take a look at moreover reveals the end result of
understanding cascades on social media through exceptional product attributes is
unconditional with special involvement strengths by buyers. It concludes that the
buyers try to reveal definitely specific tiers of involvement in special situations
anywhere they face with logo buying and recommending to others. (Welch I, 1998)

2. Manju Ahuja (2003)

In their article, centred on investigating the elements that influence the buying
behaviour and surfing behaviour of consumers in the course of on line buy mainly,
the look at has been performed about the consumers using enterprise-to-client
web sites. The researchers additionally investigated buying options of consumers
with varied demographic profiles which may reveal distinctive shopping for
procedures and client behaviours for a particular elegance of products and
services. Social media is the handiest elements that have an impact on buying
behaviour of clients. (Raman, 2003)

3.Muhammad Shafiq Gul (2004)

In the evaluation, the researchers targeting finding the connection of social media
and buying behaviour of consumer. The observe concerned the scholars of
academic institutes of Karachi. Round hundred and sixty questionnaires were
replied by the scholars. The examine reveals that there is no sturdy relationship
between purchaser shopping for behaviour and social media. (Muhammad Imran
Khan Muhammad Shafiq Gul, 2004)Ram sunder (2011)

In their look at says that shoppers‟ selections are stimulated closely by way of on-
line manufacturers. Opinion of purchasers will have an effect on each other. This
12
form of opinion via other purchasers influences the repurchases. So, customers
are moving to internet to get extra information for his or her buying choice.
(BHOME, 2016)

5.Dehghani (2013)

Their study analyses the understanding inheritance on consumer’s motion and

reputation of emblem. Information inheritance on the social media take place once
someone observes behaviour of others and make a comparable choice that
different humans have already made. The expertise cascade is frequently used for
one among 2 outcomes on shoppers, understanding cascading reasons the brand
to appear high or low in consumer purpose on shopping and additionally might
also have an impact on consumers believe on logo. The study targets at
customers who have trust on brand photograph. These types of customers are
prompted by selection taken through others. (H. Choubtarash Dehghani, 2013)

6.Teena Bagga (2013)

The have a look at analyses the inner and outer elements of client’s online buying
behaviour. An established shape was used and a survey was carried out with
hundred samples. Questionnaires were sent through the mail and additionally
posted thru on line net pages and have been replied by way of the respondents
themselves. The statistical evaluation observed seven important elements that
govern the purchaser’s buying behaviour. These seven factors had been: would
love for social conversation, internet site attributes, online advertising, undertaking,
comfort, privateness problems and data search. (Bhatt, 2013)

7. Garima Gupta (2013)

In her paper analysed the have an impact on of social media on product buying.
The consequences proved of the real fact that social media have an effect on
product shopping for intentions. Mainly, there's a powerful effect of 3 factors
known as records about product, peer verbal exchange and the level of product
involvement on client’s buy intentions with appreciate to social media. The writer
infers that, due to the fact the product is sold thru on- line, it can not be tested;
perceived records shared approximately the product on social media and data
sharing among peer groups helps consumer’s evaluation at the product and
makes choices for that reason. (Garima, 2013)

8. Geetanjali Naidu (2013)

In their look at analyses the have an impact on of social media in shopping

behaviour of purchaser in DEOGHAR. In keeping with the survey end result
seventy-five% of Indian young people makes use of net for sharing their opinion,
13
views and comment in numerous websites. The analysis concludes that people
use social media widely for amassing records concerning product. (Agrawal, 2013)

9. Balakrishnan (2014)

This look at finds the have an effect on of social media towards emblem
photograph and shopping for opinion of younger generation. Two hundred
questionnaires have been disbursed to undergraduate college students of
universities in Malaysia. The reaction charge turned into 75 percentage. Three
hypotheses and a couple of propositions have been examined using multivariate
evaluation and imply. The end result showed that the internet communications, on
line groups, digital phrase of mouth, and online exposure are successful in
promoting the emblem picture and shopping for goal of consumers through social
media platforms. Those findings notify the managers to reach the more youthful
technology customers social media is the quality-selling device. This analysis
offers data to international sellers in applying social media activities to market their
product. (W. J. and Balakrishnan, 2014)

10. Aindrila Biswas (2014)

In her paper, goals to look the have an impact on of social media on client choice
behaviour. Technology popularity version was adopted to discover the social
media usage perceptions. The personnel of the multinational companies in India
are the samples for the have a look at. An equation modelling become used to
check the eligibility of the version. The results state that customers of social media
willing to have greater buy aim than the occasional customers. (Biswas, 2014)

2.2 International Reviews:

The researcher has done literature review on various International Publications,

Articles, and Journals which are described below:

1. Williams (2000)

In his take a look at screen that social media marketing affects belief, shopper
selection behaviour, shopping for-choice and attitude from pre-purchase facts
segment to post-buy behaviour. (L, 2000)

2. Belch and Belch (2003)

Described of their have a look at that at a few states of affairs in the course of the
buying method, customers forestall searching out and comparing statistics before
going to the next stage. At this stage, buyers determine whether or not or not they
14
are able to reap merchandise or no longer. The buying choice depends at the
motivation and impact of other buyers thru opinions and recommendation. (Belch,
2003)

3. Young Ae Kim et (2007)

Explains in their study that shopping for selections are powerfully tormented by
people who the client knows and believes. Several net buyers ask for the critiques
earlier than shopping for a brand-new product. Internet social groups allow
chatting among trusting contributors, allow customers to share their stories by
means of writing reviews and score others‟ opinions. E-commerce websites have
commenced to reap statistics on the interaction among customers of their web
sites, to recognize and look at social have an effect on on purchase procedure, to
boost CRM and enhance sales. (BHOME, 2016)

4. Achille (2008)

This observe suggests that due to evaluations and hints published in diverse social
media web sites through the web buyers has expanded the range of on-line
shoppers to 40 percentage within the past two years. As an effect of social media,
through online forty one percent of customers purchased books, thirty six
percentage consumers bought clothes and footwear, twenty 4 percent consumers
purchased video video games and DVDs, twenty 4 percent clients purchased
airline tickets and twenty three percentage purchasers bought gadget. (j, 2008)

5. OTX analysis DEI Worldwide (2008)

In their observe, analysed the impact of social media on buying behaviour of

clients and a survey turned into performed amongst us populace, which indicates
that customers currently use social media as excessive information useful
resource for brands, businesses, or product. It additionally concludes that social
media outreach with the aid of brands and firms, specifically if a non-public online
representative will make this outreach, are frequently some distance extra vital on
consumer behaviour than commercials or extraordinary promotional devices. In
fact, thirds of consumers are doubtless to bypass the knowledge they obtain to
others and over half of are doubtless to require movement on these facts. There
may be a big stronger effect on consumer behaviour when the social media is
used as a tremendous outreach to share statistics. (DEI Worldwide OTX
Research, 2008)

6. Gursakal (2009)

This observe analyses the influence of media society and the amount of time that
clients spent at the internet and social media. In recent times, consumption
15
tendencies have modified. The usage of magazines, interviews and catalogues
through consumers and dealers are altered by means of searching on e-mails, net
sites and sharing statistics in social media. Due to the effective position of social
media, the time ate up on the internet increases, and clients‟ withdraw from
traditional looking strategies. Social media have end up a crucial place in which
opportunities are stated, products are marketed and products are commented.
(Gursakal, 2009)

7. Miller (2010)

In his examine found out that over eleven million buyers use 70% of social
networking to buy various product and offerings. The consumers provide beneficial
information regarding the product and proportion remarks with exclusive clients
over social media. (Lammas, 2010)

8. Penn Schoen and Berland Associates LLC (2010)

In their take a look at explains how the social media can impact purchaser
electronics. The study changed into conducted by way of 1012 internet interviews
with U.S. General population aged above eighteen. The consequences determined
that social media community has grow to be included into humans’ lives. Social
media facilitates to shape consumer behaviour. About 30% of social media users
made purchases supported via social media critiques and recommendations from
pals and unknown net customers, almost sixty-eight percentage of respondents
consider that those pointers are greater or much less close to conventional
guidelines. About, 33% accept as true with that social media critiques and hints
they get hold of are far higher than they get hold of thru other approach. (Schoen,
2010)

9. Pookulangaran (2011)

In his article states that buying is continually an experience and social media
allows the consumers to connect to folks that are in general strangers. Cultural
characteristics influences on consumers‟ utilization of social media and a
wonderful effect on the net shopping for conduct. (Pookulangaran)

10 . Mehmood Rehmani (2011)

Of their analysis, investigated the various social media parameters that

substantially affected the shopping selection of clients. The evaluation gave
significance to locate the affect of social media on the customers buying decision.
The authors outlined the targets of the studies, so that you can comprehend the
objectives, a suitable research model is predicted .

16
Chapter 3 Research Methodology
Contents

3.1 Research Design

3.2 Data Collection
3.3 Objectives of the Study
3.4 Research Hypothesis
3.5 Scope of the Study
3.6 The Core Concept of Online Advertising
3.7 IMPACT ON CONSUMERS
3.8 Limitation of the study

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 Chapter 3: Research Methodology

This chapter focuses on research methodology that was used in the study. It
provides a detailed description of the research approach adopted in the study.
Research Design, target population, research instruments, data collection &
analysis method used were presented in the subsequent section.

3.1 Research Design

This study used descriptive research. Descriptive research involves collecting data
that define events & then organizes, tabulates, depicts, and defines the data
collection. It frequently uses visual aids such as graphs and pie charts to help the
reader in understanding the data distribution and therefore presented a better
clarification on online advertising & ultimately gives a clear picture on the efficiency
& reliability of online advertising & its relationship to purchase decision.

3.2 Data Collection

The research made use of primary data & secondary data, which was collected
using structured questionnaire distributed to the 100 respondents. This research
study was conducted in March, 2023. A sample of 100 respondents was taken.
The administered questionnaire was collected after completion by the respondents
on the same day & then responses used for analysis. The secondary data was
collected from articles. The method of sampling used is convenience sampling. It
is a type of nonprobability sampling that involves the sample being drawn from that
part of population that is close to hand.

3.3 Objectives of the Study

To Know the core concept of Online Advertising.

To find out the factor influencing consumer’s buying decision.

To study the impact of online advertisement on the Consumer Behaviour.

12
3.4 The Core Concept of Online Advertising.

Online advertising is a sort of mass communique which is primarily based on

conventional shape of advertising but develops its own conversation techniques in
correlation with the new technical and medium based necessities. Widely, on line
advertising and marketing is set handing over advertisements to internet/on-line
users thru internet web sites, e-mail, advert- supported software program and
internet-enabled smart phones examples of online advertising consist of contextual
commercials on seek engine end result pages, banner advertisements, rich media
ads, social network advertising, interstitial advertisements, online labelled
advertising and marketing, marketing networks and e-mail marketing, which
includes electronic mail unsolicited mail and so forth.

3.5 Types of Online advertisement

Floating ads: A floating advert is a kind of wealthy media internet commercial that
appears uninitiated, superimposed over a person-asked web page, and
disappears or will become unobtrusive after a selected time period (commonly 5-
30 seconds). The maximum fundamental floating commercials virtually appear
over the internet page, either complete display or in a smaller rectangular window.
They may or might not provide a way of get away, together with a near button.
Greater state-of-the-art variations can be available in any shape or length and
include sound, animation, and interactive components.

Expanding ads: These are ads that enlarge whilst customers click on on them. The
ads do now not amplify just from moussing over links, that's a method utilized by a
few other advertisers. They often take a long time to down load, which in flip can
negatively affect the tourist's revel in on that web page. Well mannered ad code-cs
have been advanced to deal with this venture through allowing advertisers to serve
large file formats with out demanding the weight time for the relaxation of the
pictures at the web page.
Phase One: The initial load is a compact photograph or SWF file that is smaller in
size, so there's no put off in loading different contents at the page. This could be
the first few frames of the advert, or a teaser.
Phase Two: The primary load is the whole version of the advert. The overall advert
will have a bigger document length. It is loaded most effective after the entire
internet web page has completed loading into the vacationer's browser.

Wallpaper ads: An ad which changes the history of the page being considered.

Trick Banner: A banner ad that attempts to trick people into clicking, often by
imitating an operating system message.
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Pop-up: A new window which opens in the front of the current one, displaying a
commercial, or complete webpage.
Pop-under: Just like a pop-up besides that the window is loaded or despatched in
the back of the present-day window in order that the person does no longer see it
until they close one or extra lively home windows.

3.6 IMPACT ON CONSUMERS

Advertising at the net is nearly a need for cutting-edge groups, in particular those
who do business outside of their local community. Purchasers use the internet for
more than sincerely leisure or statistics, as they do with radio, tv, magazines and
newspapers. Clients use the internet to help them in nearly every factor of
existence, creating endless opportunities to vicinity relevant, targeted advert
messages.

Fundamental blessings of advertising and marketing to consumer are as follows:

The net's significant reach can allow advertisers to reach drastically extra human
beings than conventional marketing media at a fraction of the fee. Internet
advertising is ideal for businesses with a country wide or international goal market
and huge-scale distribution abilities. Most of the time, the greater human beings a
commercial enterprise serves, the most cost-efficient net advertising may be.
Internet marketing also can be more targeted than a few traditional media,
ensuring that the messages are seen with the aid of the maximum applicable
audiences.

The manufacturer is compelled to preserve the high-quality of the goods

advertised. Cash spent on advertising being an investment the manufacturer
evidently expects returns on such investment. This interest may be approaching so
long as the producer maintains the great and there via the popularity of the goods
so marketed. As soon because the pleasant of the article drops the sale of the
item may also decline.

Well-advertised goods are typically higher in pleasant thus justifying advertising

and marketing although it cannot be denied that positive corporations might also
advertise worthless goods. Within the latter case, however, the advertising cost will
be wasted in the long run.

Marketing additionally acts as a records service and educates the client. It permits
customers to recognize precisely what he wants and where to get it. Marketing as
a consequence makes it viable for entertainment of recent services and make the
lifestyles of the purchaser less difficult, comfier and more exceptional.

20
Advertising stimulates manufacturing and decreases the price in line with unit. This
discount in the fee is commonly passed directly to the patron and this is why fee of
properly-marketed items are found to be commonly lower than different goods of
the same fine which are not so properly marketed.

Advertising also makes it viable to sell direct to the consumer with the aid of mail
order business. As a result, gets rid of the role of mediators. Clients out-of-the way
areas also can revel in the comforts and luxuries available simplest within the
towns or cities. On this way advertising improves social welfare.

As producers manage the pride of properly-advertised items charge- reducing is

not to be had to the outlets and the shopkeeper attempts to attract customers by
way of giving higher and greater exceptional carrier. This is also an additional gain
to the consumer added about by way of advertising.

3.7 Limitation of the study

The study is restricted only to online questionnaire

The conclusion of the study is based on the information provided by the
respondent.

21
Chapter 4 Data Representation
& Analysis

Contents
4.1 Data representation & Interpretation
4.2 Primary Data Analysis
 Chapter 4: Data Representation & Analysis

4.1 Data representation & Interpretation

This chapter present analysis & findings of the study as set out in the research
methodology. The result was presented on the impact of online advertising on
consumer buying behaviour.

The study objective was:

To Know the core concept of Online Advertising.

To study the impact of online advertisement on the Consumer Behaviour.

To find out the factor influencing consumer’s buying decision.

Buyers decision process study targeted 100 respondents out of which all the 100
respondents respond & return their questionnaire contributing to a response rate of
100%.

This commendable response rate was due to extra efforts that were made via
courtesy calls made to remind the respondents to fill in & return the questionnaire.
The chapter covers the demographic information, and the results based on the
objectives. The findings were then presented in graphs & pie charts as appropriate
with explanations being given in prose thereafter.

26
4.2 Primary Data Analysis:

1.

The age of the respondent that participated in the research was according to this
graph above. The information shows that
84% of the people were from the age group of 18-30 years
12% were from the age group of 18 or under,
2% were from the age group of 30-50 &
1% had age that was above 50 or 21-30 year.

The information shows that people from different age 17 group where able to
share their views & ideas that was allowing us to get assorted information from the
several people participating in the research.

26
2.

This pie chart showing the interest towards online advertisement, 44% people likes
online advertisement, 37% doesn’t like & 19% don’t pay attention.

3.

This chart depict that peoples watch online advertisement Daily or not we can see
that 43.4% don’t watch online advertisement daily 39.4% watch advertisement
daily & 17.2% vote for Maybe they watch.

26
4.

According to 63% peoples the best media for advertisement is online platform,
20% thinks televisions, 11% thinks newspapers, 5% think other & 1% think radio.

5.

The graph shows 63% peoples are highly influenced towards online platforms
where as 23% think television is effective mode of advertisement, 12% think news
paper & the rest 2% think other mode of advertisement is effective according to
them.

26
6.

The graph shows 48% people have medium influence where as 27% are highly
influenced & 25% are not sure that how online advertisement influence their
buying behaviour.

7.

The first bar graph shows 50 peoples are agree that they bought item after being
influenced by online advertisement & that item has met their needs whereas 16
peoples strongly agree with this, 27 peoples give neutral statement & only 5
people disagree with this statement. The rest 2 are disagree. (In the case of Online
Advertisement)

The second bar graph shows 39 peoples are agree that they bought item after
being influenced by other advertisement platforms & that item has met their needs
whereas 14 peoples strongly agree with this, 39 peoples give neutral statement &
only 6 people disagree with this statement. The rest 2 are disagree. (In the case of
other Advertising platform)

26
8.

The pie chart shows 24% people buy products because it was a familiar product or
brand where as 23% make purchase depends on how advertisement was
interesting, 20% said, they was already planning on the purchase of that particular
product & 19% and 14% people make purchase decision depending upon the
price discount they offered & they are curious about the product.

9.

The graph depicts 51% of people recently change their mind after seeing an online
advertisement & they have decided that they should buy it where as 45% think
they not change their mind after seeing any online advertisement. The rest 4%
always change their mind set.

26
10.

The bar graph shows around 57% of people purchase clothing items by influenced
online advertisement where as 50% made purchase electronics products, 19% &
12% make purchase other house hold items & grocery products.

11.

We can see that in this bar graph level of satisfaction regarding the purchase of
product by seeing online advertisement. People votes 51% for 3 Stars where as
25% for 4 stars, 12% for 2 Stars & 6% for both 1 & 5 Star.

26
12.

The pie chart shows 78% peoples think advertisement is an effective decisive
factor for online shopping where as 15% & 7% maybe & not think that
advertisement is effective way for online shopping.

26
Chapter 5 Results & Discussion

Contents

5.1 Major Findings & Data Analysis

5.2 Conclusion

26
 Chapter 5: Results & Discussion

5.1 Major Findings & Data Analysis

Basic statistical methods are employed for data analysis, like frequency and
percentages of replies in favour and against the online advertisement. After
evaluating, tabulation and interpreting data, the conclusions will be carried away.
So, these are some following factor that influencing consumer’s buying decisions: -

Roughly 24% of the total respondents propose that they they purchase product
because it was a familiar product or brand, according to 23% advertisement was
interesting and 20% told that they was already planning on the purchase of that
particular product, while roughly 19% of the total respondent's have third priority
that the price discount they offered & 14% are curious about the product. In this
Roughly 19 % of the total respondents are of opinion that prize scheme has
impacted on the sale of the products to some extent.

According to Fig no. 7 it show’s the impact of online advertisement on the

consumer behaviour, approximately 50 peoples are agreed that they bought item
after being influenced by online advertisement & that item has met their needs
whereas 16 peoples strongly agree with this, 27 peoples give neutral statement &
only 5 people disagree with this statement. The rest 2 are disagree.

Chart no. 11 is about the level of satisfaction regarding the purchase of product by
seeing online advertisement. People votes 51% for 3 Stars where as 25% to 4
stars, 12% for 2 Stars & 6% for both 1 & 5 Star.

27
5.2 Conclusion

The study concludes that Internet advertising offers increased awareness of

companies, an easy method to allocate information, advanced procedures of
targeting consumers, an instant and direct line to the consumers. Online
advertisement pampers sellers directly with targeted consumers. The
advertisement should not be invasive and distractive in nature. Such
advertisement should be innovative to attract more and more customers. With the
improved adoption ad fission of the Internet, World Wide Web is becoming
gradually a standard advertisement platform. The necessity is to understand the
target consumers and then plan prudently in order to gain maximum out of this
new medium.

28
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29
ANNEXURE.

Questionnaires on the Impact of online Advertisement on Consumer Buying

Behaviour-

Age
18 or under
18-30
30-50
Above 50

Do you like Online Advertisements?

Yes
No
Maybe

Do you watch online Advertisement Daily?

Yes
No
Maybe

The best media for advertisement according to you?

ONLINE PLATFORMS
News papers
Televisions
Radio
Other

30
Which mode of advertisement is effective according to you or influence you?
ONLINE PLATFORM
News papers
Televisions
Radio
Others

How much influence do you feel advertisement have over your buying
behaviour?
Large influence
Medium influence
Not sure

If you have even bought an item after being influenced by online advertisement
and that item has met your need?

Strongly Agree NeutralDisagree Strongly

agree disagree

o o o o o
By Online
advertising
By other o o o o o
advertising
Platforms

Which of these factors influenced your purchasing?

The Advertisement was interesting
Curious about the product
It was a familiar product or brand
The price discount they offered
Was already planning on the purchase of that particular product

31
Have you recently changed your mind after seeing an online advertisement and
have decided that I should buy it!
Yes
No
Always

What kind of goods do you purchase by influenced by online advertising?

Electronics products
Clothing items
Grocery products
Other house hold items

Level of satisfaction regarding the purchase of any product by seeing online

advertisement?

1 2 3 4 5
Highly Unsatisfied ooooo Highly Satisfied

Do you think advertisement is an effective decisive factor for online shopping?

Yes
No
Maybe

32