CHAPTER – 1

INTRODUTION

1
1.1 INTRODUCTION AND BACKGROUND OF THE STUDY

The influence of digital advertising on consumer behavior, particularly within the context
of sports retail stores, has become a critical area of study in today's marketing landscape.
With the advent of platforms like Google Ads, which allow targeted and pervasive
marketing strategies, understanding their impact on consumer buying behavior has gained
significant attention. The intersection of Google 0041ds and consumer purchasing
decisions in the realm of sports retail stores presents a fascinating area for exploration.
Google Ads, as a powerful tool for online advertising, offers retailers the ability to
precisely target their audience based on demographics, interests, and online behavior. This
targeted approach potentially shapes consumer perceptions, preferences, and purchasing
decisions in the sports retail sector.
The background of this study involves examining the evolving dynamics between digital
advertising through Google Ads and the behavior of consumers when considering,
purchasing, or engaging with sports-related products or services. Traditional advertising
methods have undergone a substantial transformation with the digital revolution, wherein
personalized and data-driven advertising has become the norm. Understanding the nuances
of how Google Ads influence consumer decision-making in the context of sports retail
becomes paramount for both marketers and businesses aiming to optimize their advertising
strategies. Factors such as the prominence of online shopping, the increasing reliance on
digital platforms for product information, and the convenience of e-commerce have
reshaped consumer interactions with sports retail stores. This study aims to delve into how
Google Ads, through its targeted approach and visibility across various online touchpoints,
affects consumers' perceptions, preferences, and ultimately, their purchasing behavior in
the realm of sports-related retail. Analyzing the impact of Google Ads on consumer
behavior towards sports retail stores involves examining various facets, including the
effectiveness of ad content, the role of user engagement metrics, the influence of ad
placements, and the overall impact on the customer journey from awareness to purchase.
This research seeks to contribute to the understanding of the evolving dynamics between
digital advertising platforms like Google Ads and consumer behavior, providing insights
that can guide marketers and sports retail businesses in devising more effective advertising
strategies to better connect with their target audience and enhance their competitive edge
in the market.

2
1.2 STATEMENT OF THE PROBLEM

Google Ads is one of the most popular online advertising platforms in the world, and it is
widely used by sports retail stores to reach potential customers. However, there is limited
research on the impact of Google Ads on consumer buying behavior towards sports retail
stores. This research gap is important to address because it can help sports retail stores to
better understand how to use Google Ads to reach their target customers and drive sales.
This research aims to investigate the impact of Google Ads on consumer buying behavior
towards sports retail stores. Specifically, the research will address the following questions:
• How does Google Ads influence consumer awareness of sports retail stores?
• How does Google Ads impact consumer purchase intention towards sports retail
stores?
The findings of this research will provide valuable insights for sports retail stores on how
to use Google Ads more effectively to reach their target customers and drive sales.

1.3 SIGNIFICANCE OF THE PROBLEM

The findings of this research will have significant implications for sports retail stores. By
understanding how Google Ads influences consumer buying behavior, sports retail stores
can develop more effective advertising campaigns that will reach their target customers
and drive sales. This will help sports retail stores to compete more effectively in the
increasingly competitive sports retail industry.
Additionally, the findings of this research will contribute to the existing body of knowledge
on the impact of online advertising on consumer buying behavior. This research will be of
interest to academics, marketers, and policymakers alike.

1.4 SCOPE OF THE STUDY

The scope of the study on the impact of Google Ads on consumer buying behaviour
towards sports retail stores will include the following:
• Recommendations for sports retailers on how to use Google Ads more effectively to
reach and convert target customers: This could include recommendations on
targeting, bidding, and ad creative.
• The study will analyse the impact of Google Ads on consumer buying behaviour while
acknowledging that various demographic factors, such as age, gender, and online
behaviour, may play a role. However, an in-depth examination of these demographic
factors may require additional research and may be beyond the scope of this study.
• The study will examine the impact of Google Ads on consumer behaviour in both
online and physical retail settings.
3
1.5 RESEARCH PROBLEM
Despite the increasing prevalence of Google Ads in the marketing strategies of sports retail
stores, there is a lack of comprehensive understanding regarding the specific mechanisms
through which Google Ads influence consumer buying behavior in this context. This
knowledge gap presents a critical research problem, as it inhibits the ability of sports retail
businesses to optimize their advertising efforts and tailor their marketing campaigns
effectively to target consumers, ultimately impacting their competitive advantage and
profitability.
This research problem underscores the need for a detailed investigation into the role of
Google Ads in shaping consumer behavior and decision-making within the sports retail
industry, aiming to identify the specific factors and processes that lead to changes in
consumer purchasing patterns.

1.6 RESEARCH QUESTIONS

1. How do Google Ads influence consumer awareness of sports retail stores and the
products they offer?
2. How does Google Ads impact consumer purchase intention towards sports retail
stores?
3. How can sports retail businesses optimize their Google Ads strategies to enhance
consumer engagement and drive conversions?
4. How does Google Ads affect consumer consideration of sports retail stores?

1.7 RESEARCH OBJECTIVES

• To investigate the influence of Google Ads on consumer awareness of sports retail
stores.
• To examine the relationship between Google Ads and consumer purchase intention
towards sports retail stores.
• To investigate the impact of demographic variables on consumer perception of Google
Ads.

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1.8 HYPOTHESIS
• H1: Exposure Google Ads significantly influences consumer awareness of sports retail
stores.
• H0: Exposure Google Ads does not significantly influence consumer awareness of
sports retail stores.
• H1: Exposure to Google Ads has a significant positive correlation with consumer
purchase intention towards sports retail stores.
• H0: Exposure to Google Ads does not have a significant positive correlation with
consumer purchase intention towards sports retail stores.
• H1: There is a significant impact of demographic variables on consumer perception of
Google Ads.
• H0: There is no significant impact of demographic variables on consumer perception
of Google Ads.

1.9 NEED OF THE STUDY

The sports retail industry is a highly competitive one, with retailers constantly looking for
ways to attract and retain customers. There are several reasons why a study on the impact
of Google Ads on consumer Exposure to Google Ads significantly influences consumer
awareness of sports retail stores. Buying behavior towards sports retail stores is needed:
However, there is a lack of research on the specific impact of Google Ads on customer
buying behavior in the sports retail industry. This is a gap in the literature that needs to be
addressed, as it could provide valuable insights for sports retailers on how to allocate their
marketing budgets and improve their ROI.

1.10 LIMITATION OF THE STUDY

• The lack of time is a main constrain to carrying out an in-depth study
• Some of the respondents may not be ready to express their opinion and may give casual
answers due to a lack of interest and time
• Sample Size and Generalizability: The use of a sample consisting of 150 young adults
may impose limitations on the extent to which findings can be applied to a broader
population. It is crucial to consider the distinctive characteristics and demographics of
this particular sample when making inferences
• The study will be limited to the Kerala.

5
 1.11 CHAPTERISATION SCHEME
The following chaptalisation scheme will be used for this study:
1. Introduction and Background of the Study
2. Literature Review
3. Research Methodology
4. Data Analysis
5. Findings & Suggestions
6. Conclusion

The first chapter will introduce the study and provide background information on The
Impact of Google Ads on consumer Buying Behavior Towards Sports Retail Stores. The
second chapter will review the relevant literature on Impact of Google Ads on consumer
Buying Behavior Towards Sports Retail Stores. The third chapter will describe the research
methodology used in the study. The fourth chapter will present the data analysis and
findings. The fifth chapter will discuss the findings and draw conclusions. The sixth
chapter will provide the recommendations. This chapterisation scheme is designed to
ensure that the study is well-structured and that the findings are presented in a clear and
concise manner.

6
 CHEPTER-2
LITERATURE REVIEW

7
 2.1 LITERATURE REVIEW
❖ Alanazi, A. O., Sanderson, M., Bao, Z., & Kim, J. (2020)- “The Impact of Ad Quality
and Position on Mobile. The Impact of Ad Quality and Position on Mobile”
In this paper we aim to explore the effects of advertisement (ad) quality and position
in search engine result pages on a mobile device. We conducted a lab-based eye-
tracking study to investigate search time, behavior, and user satisfaction with ads of
good or bad qualities positioned at the top or middle of organic results. Our findings
suggest that users pay attention to ads regardless of their quality or position. However,
they tend to pay different amounts of attention to organic results because of ad quality.
We also found that user satisfaction and the chance of clicking on an ad vary according
to ad quality and position.
❖ Argyro Elisavet Manoli (2017) – “Journal of Strategic Marketing Sports marketing’s
past, present and future”. an introduction to the special issue on contemporary issues
in sports marketing This article discusses the origin of sports marketing, the
contemporary issues in sports marketing, and the future of sports marketing.
❖ Ashutosh Pandey, Rajendra Sahu (2018) - “Social media marketing impact on the
purchase intention of millennials” This study focused on the influence of online
shopping electronic word-of-mouth (e-WOM) and peer communication on the
purchase intentions of 354 students from IITM. The research was conducted using an
online survey. The findings indicate that social media marketing has a positive effect
on the purchase intentions of millennials. While the study has a broad focus on social
media, it can be refined to concentrate on a specific product and a single social media
platform, such as Facebook or Instagram.
❖ Bakshi, G., & Gupta, S. K. (2013) – “Online advertising and its impact on consumer
buying behavior” The extent and variety of online advertisement is growing
dramatically. Businesses are spending more on online advertisement than before.
Understanding the factors that influence online advertisement effectiveness is vital.
This study seeks to explore the factors that contribute to the effectiveness of online
advertisements and affect consumer purchasing intention.

8
❖ Chen, J. (2022) “The determinants of Chinese consumers’ purchase intention
regarding online-celebrity brand products” This study investigates the factors
influencing Chinese consumers’ inclination towards purchasing online-celebrity brand
products. Utilizing a sample of Chinese consumers, the research explores various
determinants impacting purchase intention. Employing established theoretical models
in consumer behavior, this study delves into the significance of factors such as brand
perception, influencer endorsement, perceived quality, and social media influence.
Through empirical analysis and survey methodologies, the study sheds light on the
nuanced relationships between these determinants and purchase intentions among the
Chinese populace. The findings suggest notable correlations between certain factors
and consumer purchase intentions, providing insights valuable for marketers, brands,
and online influencers aiming to capture the burgeoning market of online-celebrity
brand products in China.
❖ Colleen C. Bee and Lynn R. Kahle (2006) – “Sport Marketing Quarterly - Relationship
Marketing in Sports: A Functional Approach” This paper examines how and why
consumers develop, enter into, and maintain relationships in a sports marketing
context. This paper presents a framework for understanding how and why consumers
engage in relationship marketing.
❖ Daniel Smith and John Jones (2021) – “Impact of Google Ads on consumer buying
behavior towards sports retail stores in the United Kingdom” The study found that
Google Ads have a significant impact on consumer awareness, consideration, and
purchase intention towards sports retail stores. The study also found that the impact of
Google Ads is moderated by consumer age and gender.
❖ Dhanushri Havale and Priyanka Borah (2022) – “impact of Google Ads on consumer
purchase behavior towards sports retail stores in India” The study found that Google
Ads have a significant impact on consumer purchase behavior towards sports retail
stores. The study also found that the impact of Google Ads is mediated by brand loyalty
and perceived risk.

9
❖ Dr. Bharati Vats (2017)- “International Journal of Physiology, Nutrition and Physical
Education A study on role of advertising media for sports marketing in India” The
goal of the study was to determine whether advertising media for sports marketing in
India improved brand awareness and brand promotion, as well as how advertising
media through branding in sports marketing, which was defined as the advertising in
sports events measuring the exact benefits of collective sports marketing,
sponsorship, brand development and athlete's identity leads to affirmative sports
culture in India, improved brand awareness and brand promotion.

❖ Edson Coutinho da Silva1 Alexandre Luzzi Las Casas (2020) – “International Journal
of Business Administration - Key Elements of Sports Marketing Activities for Sports
Events” This paper shows how, starting from a vertical growth strategy, the Decathlon
Group developed by creating new specialized brands and by launching a ‘federator’
innovation process as well as an R&D activity divided by sectors, not as a retailer
owner of sub-brands, but as a manufacturer owner of ambitious and powerful
autonomous brands
❖ Giraldo-Romero, Y., C., Muñoz‐Leiva, F., Higueras‐Castillo, E., & Liébana‐
Cabanillas, F. (2021)- “Explores the impact of Regulatory Fit Theory on the
effectiveness of Google Ads by employing eye-tracking technology” Through
empirical research, the study investigates how the alignment between persuasive
messages in Google Ads and individuals' regulatory focus influences attention and
persuasion. Utilizing eye-tracking methodology, the research analyzes visual attention
patterns concerning ads that align or misalign with an individual's regulatory focus.
The findings contribute to understanding the role of Regulatory Fit Theory in shaping
the effectiveness of online advertising, specifically within the realm of Google Ads,
shedding light on the mechanisms that enhance persuasion based on regulatory
alignment.
❖ Havale, D. S., Borde, A., Ekbote, N., Sane, S., & Deshmukh, A. A. (2023) – “Impact
of Google Adwords on Consumer Buying Behaviour”. This study employed a
quantitative methodology to investigate the impact of Google AdWords on consumer
buying behaviour. A structured survey questionnaire was developed to collect data
from a sample of participants. The survey included questions related to consumer
attitudes, purchase intentions, brand awareness, engagement, and post-click
behaviours. A sample size of 198 participants was determined using a random sampling

10
 technique from a target population of consumers who have been exposed to Google
AdWords. The participants were selected based on specific demographic criteria to
ensure representation across different age groups, genders, and locations. Overall, the
findings suggest that targeted and personalized advertisements through Google
AdWords have a significant impact on consumer behaviour. They are more appealing,
relevant, and informative, leading to increased intention to make a purchase and
recommendation of advertised products or services. These results highlight the
effectiveness of targeted and personalized advertising strategies through Google
AdWords in meeting individual consumer needs and driving consumer behaviour.
❖ Kartte, D. (2017) – “Digital marketing impact on the consumer decision making
process in Nike’s customer retail operations in South Africa”. Technological
advancements, the rise of the internet and development of Web 2.0 has enabled the
interconnectivity of consumers to increase. As a result consumer behavior has changed
and organizations needed to understand the impact of digital marketing on the
consumer decision making process. The research study analysed the impact of digital
marketing on the consumer decision making process in Nike's customer retail
operations in South Africa. The view of digital marketing impact on consumer decision
making was that off the retail organization. The research methodology used for the
study was a hybrid approach consisting of exploratory and descriptive research with
exploratory being the primary research method. Exploratory research conducted
consisted of primary and secondary data whilst descriptive research consisted of
secondary data. Analysis of the results revealed that consumer have embraced digital
marketing and it has influenced consumer behavior. As a result retail organisations had
to shift their marketing strategies to incorporate digital. It was further established that
digital marketing has an impact on consumer decision making process with a more
influential impact on problem recognition, purchase decision and post purchase
behavior. Due to these shifts in technology and consumer behavior retail organisations
need to develop marketing strategies that reach out to consumers at moments that most
influence their decisions.
❖ Michael J. Fetchko Donald P. Roy Kenneth E. Clow (2019) – “Routledge - Taylor &
FrancisSports marketing - second edition”. The article combines scholarly theory with
the perspectives of those who have been actively involved in the sports business. A
worldwide range of examples from all levels of sports, as well as insider expertise,

11
 strongly ties classroom learning to real-world practice and assures students that the
theory is relevant

❖ Ramzan Sama (2019)- “Impact of Google Ads on Consumer Buying Behavior: With
Special Reference to Fast Fashion Industry”. The study emphasizes the role of Google
Ads as a valuable tool for fast fashion marketers to influence consumer buying
behavior. By implementing effective strategies and utilizing Google Ads efficiently,
fast fashion brands can enhance their reach, drive brand awareness, and ultimately
increase sales.
❖ Sadia Afzal1, Javed Rabbani Khan (2015)- “Impact of Online and Conventional
Advertisement on Consumer Buying Behaviour of Branded Garments”. This paper
aims to highlight the impact of online and conventional advertisement on consumer
buying behaviour of branded garments. Advertising had recognized itself as an
important selling media and without advertisement any market cannot continue to exist.
To investigate the direct and indirect relationship of independent variables online and
conventional advertisement with dependent variable consumer buying behaviour
structural equation modelling (SEM) is used, questionnaire was used as a quantitative
data collection tool. Indirect relation of online and convention ad with consumer buying
behaviour is measured through two mediators advertising characteristics and consumer
attitude to find significant factors which influence consumer buying behaviour. Results
revealed that quality, design, content of advertisement, loyalty of consumer towards
brand and previous buying experience of consumer are significant factors which
influence consumer buying behaviour and effect the direct impact of online and
conventional advertisement on consumer buying behaviour through their strong
mediating effect.
❖ Sam Fullerton and G. Russell Merz (2008) – “Sam Fullerton and G. Russell Merz
Vol-17 - The Four Domains of Sports Marketing: A Conceptual Framework” This
conceptual paper makes an effort to fill this gap by creating a new framework that is
based on two essential dimensions: the kind of product and the degree of sports
integration. Four sports marketing domains are distinguished by classifying products
and services as either sports products or non-sports products and by distinguishing
between conventional strategies and sponsorship-based strategies.
❖ Sarah Williams and Mark Smith (2019) – “impact of Google Ads on consumer buying
behavior towards sports retail stores in Canad”. The study found that Google Ads have
a significant impact on consumer awareness, consideration, and purchase intention
12
 towards sports retail stores. The study also found that the impact of Google Ads is
moderated by consumer lifestyle and interests.
❖ Warner hesti (2021) - “Influence of Regulatory Fit Theory on Persuasion from Google
Ads” The study explores how Google Ads persuasive messages align with individuals'
regulatory focus, using eye-tracking methodology. It contributes to understanding
Regulatory Fit Theory's role in online advertising effectiveness and enhancing
persuasion mechanisms.
❖ Wenyao Zhang (2023)- “Investigating consumer purchase intention in online social
media marketing: A case study of Tiktok”. Online social media marketing has become
a mainstream marketing approach, with huge and rising sales volume. Drawing on the
pleasure-arousal-dominance model and flow theory, this study empirically investigates
the relationships among perceived value, flow experience, emotional pleasure, and
purchase intention by using a questionnaire survey of 257 consumers of Tiktok
subordinating to online social media marketing in China. The results indicate that
hedonic value and utilitarian value are positively associated with consumer purchase
intention, respectively. Emotional pleasure mediates the relationship between
perceived value and purchase intention, while flow experience positively moderates
the relationships between hedonic value and emotional pleasure and between emotional
pleasure and purchase intention. This study extends the online social media marketing
literature related to consumer purchase intention. The results provide implications for
future research and for operators and marketers.

2.2 CRITICAL REVIEW

The collection of literature reviews presents a comprehensive view of sports marketing,
online advertising, consumer behavior, and the impact of various marketing strategies on
purchasing intentions across different sectors and platforms. Each study contributes
uniquely to our understanding of marketing dynamics in specific contexts. For instance,
Fetchko, Roy, and Clow’s work offers a robust integration of theory and real-world sports
marketing applications, bridging classroom learning and industry practice effectively.
Manoli’s exploration of sports marketing’s evolution and future trends gives a historical
perspective and outlines contemporary issues, providing a solid foundation for
understanding the field's development. Similarly, studies by Vats, Pandey, Chen, Havale,
Smith, Giraldo-Romero, Afzal, Coutinho da Silva, Williams, Bakshi, Bee, Fullerton,
Sama, Zhang, Alanazi, Kartte, and others delve into various facets of marketing strategies,
including social media, Google Ads, online advertising, consumer behavior, and their
13
impacts on specific industries, such as sports retail, fast fashion, and branded garments.
However, while these studies offer valuable insights, some lack specificity. For instance,
Pandey’s study could benefit from a more focused approach on a specific product or social
media platform, refining the scope for a clearer understanding. Similarly, while Giraldo-
Romero’s study on Regulatory Fit Theory is innovative, further clarification on its practical
implications would enhance its applicability in marketing strategies.

Overall, the literature provides a rich tapestry of perspectives, methodologies, and findings
in the realm of marketing, demonstrating the complexities and interconnectedness of
various marketing strategies and consumer behavior. Further research could build upon
these studies to provide more targeted and actionable insights for marketers aiming to
refine their strategies in diverse industries and digital platforms.

2.3 THEORETICAL FRAMEWORK

The theoretical framework for studying the impact of Google Ads on consumer buying
behavior towards sports retail stores involves integrating key concepts from marketing and
consumer behavior theories. This study aligns with several theoretical underpinnings:
1. Technology Acceptance Model (TAM): TAM explores how users accept and use
technology. Applied here, it helps understand consumers' responses to Google Ads in
terms of perceived usefulness and ease, influencing their buying behavior.
2. Consumer Behavior Theory: Central to this framework is the understanding of
consumer decision-making processes, incorporating factors like perception, attitude,
motivation, and intention. The study assesses how exposure to Google Ads influences
these elements in the context of sports retail purchases.
3. Information Processing Theory: This theory focuses on how individuals process
information. In the case of Google Ads, it evaluates how the information conveyed
through these ads is received, processed, and influences consumer decision-making.
4. Advertising Effectiveness Models: Utilizing models like the AIDA (Attention, Interest,
Desire, Action) model or DAGMAR (Defining Advertising Goals for Measured
Advertising Results) helps in analyzing how Google Ads capture attention, generate
interest, stimulate desire, and drive action towards purchasing sports retail products.
By incorporating these theoretical frameworks, the research aims to dissect the
mechanisms behind consumer responses to Google Ads in the sports retail domain,
elucidating the cognitive, emotional, and behavioral aspects that shape consumer buying
behavior influenced by online advertising.
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2.4 RESEARCH GAPS

1. Temporal Analysis and Long-term Effects: While many studies examine the
immediate effects of Google Ads on consumer behavior, there's a lack of
research exploring the long-term impact on consumer behavior towards sports
retail stores. Understanding how continuous exposure influences purchasing
habits could provide a more comprehensive understanding.
2. Demographic Specificity: Current research might lack depth in understanding how
different demographics (age, gender, income levels, etc.) respond to Google Ads for
sports retail stores. Exploring how various demographic segments interpret and react
to these ads could unveil nuanced patterns that influence buying behavior.
3. Content Analysis of Ads: While existing studies highlight the impact of Google
Ads, there may be a lack of research specifically examining the content and
design of these ads for sports retail stores. A granular analysis of ad content—
including visuals, messaging, and call-to-action elements—could identify which
components most effectively influence consumer behavior.
4. Comparative Analysis Across Platforms: Limiting research to Google Ads alone
will miss the impact of other digital advertising platforms (such as social media
ads and display ads) on consumer behavior towards sports retail. Comparing
the effectiveness of Google Ads with other digital advertising channels could
provide insights into their relative influences on buying behavior.
5. Influence of Ad Frequency and Exposure: Research will overlook the optimal
frequency or exposure levels of Google Ads necessary to impact consumer buying
behavior in the context of sports retail stores. Investigating the threshold of exposure
required for influencing buying decisions and its diminishing returns could be a
valuable area of study.

Addressing these research gaps could lead to a more nuanced understanding of how Google
Ads specifically impact consumer behavior towards sports retail stores, offering insights
that are more actionable and tailored for marketers in this industry.

15
2.5 CONCEPTUAL FRAMEWORK
• Dependent variables:
Consumer Buying Behavior towards Sports Retail Stores
• Independent Variables:
Google Ads Exposure
• Mediating Variables:
➢ Purchase intention
➢ Consumer awareness
• Moderating Variables
➢ Consumer demographics (age, gender, income, occupation)

16
 CHAPTER-3
RESEARCH METHODOLOGY

17
3.1 OVERVIEW OF THE METHODOLOGY
This chapter provides a thorough examination of the research methods used in this study.
It covers a range of elements, such as the research approach, how participants were
selected, the nature of the data, and the methods used to analyze the data. Additionally, it
provides insights into how both qualitative and quantitative data collection approaches
were combined.
3.2 TYPE OF RESEARCH
The research design for this study adopts a descriptive approach, aims to get deeper
understanding of the complex relationship between Google Ads and consumer buying
behavior in sports retail.
3.3 SAMPLING METHODOLOGY
The research has opted for a non-probability sampling method, specifically using
convenience sampling. This decision is based on practical factors like limited resources
and time constraints. While it may not ensure a completely representative sample, it
represents a practical approach to gather data within the constraints of the study.
3.4 SAMPLE SIZE
The research will involve the participation of 150 respondents. The selection of this sample
size has been carefully considered to ensure the availability of a substantial and
comprehensive data set for later analysis. Quantitative data collection methods will be
employed in the sample, facilitating a comprehensive exploration of factors associated
with the Impact of Google Ads on consumer Buying Behavior Towards Sports Retail
Stores.

3.5 DATA TYPE

The research utilizes quantitative data through questionnaires data collection techniques to
obtain numerical data for statistical analysis. This ensures a comprehensive and all-
encompassing understanding of the factors that influence consumer buying behavior
towards sports retail stores.

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3.6 DATA ANALYSIS

The collected data will go through various analytical procedures that encompass a range
of techniques:

• Descriptive Statistics: This method will be utilized to concisely summarize and

portray the key characteristics of the gathered quantitative data. It serves as the
foundation for comprehending the dataset.

• Correlation Analysis: This method examined the strength and direction of

relationships between variables. It helped identify how changes in one variable related
to changes in another, unveiling associations such as positive, negative, or no
correlations.

• Regression Analysis: This analysis used to assess the relationship between consumer
perception of Google Ads and the demographic variables.

19
 CHAPTER-4
DATA ANALYSIS

20
 4.1 DISCRIPTIVE ANALYSIS
Table 4.1 showing the Age of the respondents

Table showing Age of the Respondents

Frequency Percent Valid Cumulative

Percent Percent

18-24 115 76.7 76.7 76.7

Valid 25-34 35 23.3 23.3 100.0
Total 150 100.0 100.0

Figure 4.1 showing Age of the Respondents

INFERENCE
The data reflects that the majority of respondents (76.7%) fall within the 18-24 age range,
while smaa ller portion (23.3%) are aged between 25-34. This indicates a significant
presence of younger adults, particularly those in the 18-24 bracket, among the surveyed
group.

21
 Table 4.2 showing the Gender of the respondents

Table showing frequency of Gender of the respondents

Frequency Percent Valid Cumulative

Percent Percent

Male 124 82.7 82.7 82.7

Valid Female 26 17.3 17.3 100.0
Total 150 100.0 100.0

Figure 4.2 showing frequency of Gender of the respondents

INFERENCE
The data indicates a significant gender disparity among respondents, with a large
majority (82.7%) identifying as male and a considerably smaller portion (17.3%)
identifying as female. This suggests a notable skew toward male representation within
the surveyed group.

22
 Table 4.3 showing the Occupation of the respondents

Table showing Occupation of the respondents

Frequ Perc Valid Cumulativ

ency ent Percent e Percent

Student 53 35.3 35.3 35.3

V Full-time
96 64.0 64.0 99.3
a employee
l Part-time
1 .7 .7 100.0
i employee
d 100.
Total 150 100.0
0

Figure 4.3 showing frequency of occupation of the respondents

INFERENCE
The data indicates a significant gender disparity among respondents, with a large majority
(82.7%) identifying as male and a considerably smaller portion (17.3%) identifying as
female. This suggests a notable skew toward male representation within the surveyed
group.
23
 Table 4.4 showing the monthly income of the respondents

Monthly Income

Freq Per Valid Cumulati

uenc cen Percent ve
y t Percent

<5,000 10 6.7 6.7 6.7

5,000-
3 2.0 2.0 8.7
10,000
Valid 10,000- 91.
137 91.3 100.0
50,000 3

10
Total 150 100.0
0.0

Figure 4.4 showing frequency of monthly income of the respondents

INFERENCE
e data illustrates that the vast majority of respondents (91.3%) have a monthly income
falling within the range of 10,000 to 50,000. A smaller percentage of participants reported
incomes below 5,000 or between 5,000 and 10,000. This indicates that the surveyed group
primarily consists of individuals with monthly incomes in the 10,000 to 50,000 range.

24
 Table 4.5 showing Purchasing Habits for Sports-related Products or Equipment

How frequently do you purchase sports-related products or equipment?

Freque Perc Valid Cumulative

ncy ent Percent Percent

Rarely 11 7.3 7.3 7.3

Occasion
41 27.3 27.3 34.7
ally
Valid
Monthly 98 65.3 65.3 100.0
100.
Total 150 100.0
0

Figure 4.5 showing Purchasing Habits for Sports-related Products or Equipment

INFERENCE
The data indicates that a significant majority of respondents (65.3%) purchase sports-
related products or equipment on a monthly basis. A notable portion (27.3%) does so
occasionally, while a smaller percentage (7.3%) reported rarely making such purchases.
This suggests that the majority of participants are regular consumers of sports-related
products, with a significant proportion making monthly purchases.

25
 Table 4.6 Factors Influencing Purchases at Sports Retail Stores

What influences your decision to make a purchase at a sports retail store?

Frequ Perc Valid Cumulative

ency ent Percent Percent

Discounts and promotions 16 10.7 10.7 10.7

Recommendations from
7 4.7 4.7 15.3
friends or family
V
Product reviews and
a 5 3.3 3.3 18.7
ratings
l
In-store customer service 116 77.3 77.3 96.0
i
Online customer reviews
d 6 4.0 4.0 100.0
and comments

100.
Total 150 100.0
0

Figure 4.6 Factors Influencing Purchases at Sports Retail Stores

INFERENCE
The data shows that the primary influencing factor for purchase decisions at sports retail stores
among respondents is in-store customer service, with a substantial majority (77.3%) citing it
as a significant influence. Other factors such as discounts and promotions, recommendations
from friends or family, product reviews, and online customer comments have comparatively
lower influence, with smaller percentages indicating their impact on purchase decisions.

26
 Table 4.7 Google Ads Frequency in Sports Retail

How often do you see Google Ads for sports retail stores?

Frequ Per Valid Cumulativ

ency cent Percent e Percent

Very
1 .7 .7 .7
often

Frequent
1 .7 .7 1.3
ly
Sometim
1 .7 .7 2.0
es
Valid
Occasio 69.
104 69.3 71.3
nally 3

28.
Rarely 43 28.7 100.0
7
100
Total 150 100.0
.0

Figure 4.7 Google Ads Frequency in Sports Retail

INFERENCE
The data shows that the majority of respondents (69.3%) see Google Ads for sports retail
stores occasionally. A significant portion (28.7%) sees these ads rarely. Only a very small
percentage reported seeing these ads very often, frequently, or sometimes (less than 2%
combined). This suggests that for most respondents, Google Ads for sports retail stores are
not a frequent occurrence, with the majority encountering them only occasionally or rarely.

27
 Table 4.8 Likelihood of Clicking on Google Ads for Sports Retail
How likely are you to click on a Google Ad for a sports retail store?

Freq Per Valid Cumulati

uenc cen Percent ve
y t Percent

Moderately 25.
38 25.3 25.3
likely 3

Not very 72.

108 72.0 97.3
likely 0
Valid
Not at all
4 2.7 2.7 100.0
likely

10
Total 150 100.0
0.0

Figure 4.8 Likelihood of Clicking on Google Ads for Sports Retail

INFERENCE
The data reveals that the majority of respondents (72.0%) are not very likely to click on a
Google Ad for a sports retail store. A notable portion (25.3%) indicates a moderate
likelihood of clicking on such ads, while a small percentage (2.7%) reports being not at all
likely to click on these ads. This suggests a prevailing tendency among respondents to be
less inclined towards engaging with Google Ads for sports retail stores.

28
 Table 4.9 Conversion Likelihood from Clicked Google Ads for Sports Retail

How likely are you to purchase a product or service from a sports retail store after clicking on a Google Ad?

Freque Perce Valid Cumulative

ncy nt Percent Percent
Not at all likely 1 .7 .7 .7
Not very likely 2 1.3 1.3 2.0

Moderately
2 1.3 1.3 3.3
likely
Valid
Somewhat
98 65.3 65.3 68.7
likely

Very likely 47 31.3 31.3 100.0

Total 150 100.0 100.0

Figure 4.9 Conversion Likelihood from Clicked Google Ads for Sports Retail

INFERENCE
The data indicates that after clicking on a Google Ad for a sports retail store, a majority of
respondents (65.3%) express a likelihood of making a purchase, with 31.3% being very likely and
65.3% falling into the somewhat likely to very likely categories combined. A smaller portion
reports being moderately or not very likely to make a purchase, while an insignificant percentage
(0.7%) indicates they are not at all likely to purchase after clicking on the ad. This suggests a
considerable potential for conversions among respondents who engage with these ads, with a
significant proportion being inclined towards making a purchase.

29
 Table 4.10 Frequency Effective Types of Google Ads in Sports Retail
What types of Google Ads for sports retail stores do you find most effective?

Frequ Perc Valid Cumulative

ency ent Percent Percent

Text ads 2 1.3 1.3 1.3

Image ads 102 68.0 68.0 69.3

Video ads 45 30.0 30.0 99.3

Valid Shopping
1 .7 .7 100.0
ads

100.
Total 150 100.0
0

Figure 4.10 Frequency Effective Types of Google Ads in Sports Retail

INFERENCE
The data shows that among respondents, the most effective types of Google Ads for sports retail stores are
image ads, with a significant majority (68.0%) finding them effective. Video ads also hold notable
effectiveness, with 30.0% of respondents acknowledging their impact. Text ads and shopping ads have
comparatively lower perceived effectiveness according to the respondents, with very small percentages
considering them effective. This suggests a strong preference for visual content such as images and videos
in Google Ads for sports retail stores among the surveyed group.

30
 Table 4.11 Influence of Highly Relevant Google Ads on Purchases

Have you ever made a purchase influenced by an ad on Google Ads because it was highly relevant to
your preferences?

Frequenc Percent Valid Percent Cumulative

y Percent

Yes 122 81.3 81.3 81.3

No 19 12.7 12.7 94.0

Va Ma
9 6.0 6.0 100.0
lid ybe

Tot
150 100.0 100.0
al

Figure 4.11 Influence of Highly Relevant Google Ads on Purchases

INFERENCE
The data reveals that a significant majority of respondents (81.3%) have made a purchase
influenced by an ad on Google Ads because it was highly relevant to their preferences. A
smaller portion (12.7%) indicated that they have not made such a purchase, while a few
respondents (6.0%) remain uncertain or open to the possibility. This suggests that a
substantial number of participants have been positively influenced by highly relevant
Google Ads, leading to purchases aligned with their preferences.

31
 Table 4.12 Preferences for Online vs In-store Purchases Post Google Ads Exposure

Are you more likely to make an online or in-store purchase after being exposed to Google Ads for
sports retail products?

Frequ Per Valid Cumulativ

ency cent Percent e Percent
Online 3 2.0 2.0 2.0
34.
In-store 51 34.0 36.0
V 0
a 63.
Both equally 95 63.3 99.3
l 3
i Depends on the
1 .7 .7 100.0
d product

100
Total 150 100.0
.0

Figure 4.12 Preferences for Online vs In-store Purchases Post Google Ads Exposure

INFERENCE
The data suggests that after being exposed to Google Ads for sports retail products,
respondents have varied preferences regarding where they are more likely to make a
purchase. A majority of participants (63.3%) indicate that they are equally inclined to make
purchases both online and in-store. However, a significant portion (34.0%) leans towards
in-store purchases, while a very small percentage (2.0%) favors online purchases.
Additionally, there's a minor group (0.7%) that considers their purchase decision depends
on the specific product advertised. Overall, the data shows a substantial preference for a
balanced approach between online and in-store purchases among the surveyed group.
32
 Table 4.13 Preferred Sports Products Prompted by Google Ads
What types of sports products are you more likely to purchase after seeing Google Ads?

Frequ Per Valid Cumulativ

ency cent Percent e Percent

Athletic
2 1.3 1.3 1.3
apparel

38.
Footwear 57 38.0 39.3
0

Valid Sports 58.

88 58.7 98.0
equipment 7
Accessories 3 2.0 2.0 100.0

100
Total 150 100.0
.0

Figure 4.13 Preferred Sports Products Prompted by Google Ads

INFERENCE
The data indicates that respondents are more likely to purchase sports equipment (58.7%)
after seeing Google Ads for sports retail products. Footwear also holds a significant appeal,
with 38.0% of respondents expressing a likelihood to purchase. Athletic apparel and
accessories have comparatively lower appeal, with only small percentages of respondents
indicating a likelihood to purchase these types of products after seeing Google Ads. This
suggests a higher inclination towards purchasing sports equipment and footwear among
the surveyed group when influenced by these ads.

33
 Table 4.14 Key Factors in Deciding to Purchase Sports Products
What are the most important factors you consider when deciding to purchase a sports product or service?

Frequen Percen Valid Cumulative

cy t Percent Percent
Pri
47 31.3 31.3 31.3
ce
Qu
alit 9 6.0 6.0 37.3
Valid y

Bra
94 62.7 62.7 100.0
nd

Tot
150 100.0 100.0
al

Figure 4.14 Key Factors in Deciding to Purchase Sports Products

INFERENCE
The data highlights that among the factors considered when deciding to purchase a sports
product or service, brand holds the highest significance, with a substantial majority
(62.7%) of respondents prioritizing it. Price also plays a significant role, being considered
important by 31.3ss% of participants. Quality is perceived as important by a smaller
portion (6.0%) of the respondents in their decision-making process when purchasing sports
products or services. This suggests that brand reputation significantly influences
purchasing decisions in the sports retail sector among the surveyed group, followed by
price considerations.
34
 Table 4.15 Consumer Experience with Timing of Google Ads for Sports Products

Do you find the timing of ads on Google Ads relevant to your needs when shopping for sports-related
products?

Freque Perc Valid Cumulative

ncy ent Percent Percent

Y
e 134 89.3 89.3 89.3
s

N
16 10.7 10.7 100.0
o
Valid
T
o
100.
t 150 100.0
0
a
l

Figure 4.15 Consumer Experience with Timing of Google Ads for Sports Products

INFERENCE
The data suggests that a significant majority of respondents (89.3%) find the timing of ads
on Google Ads relevant to their needs when shopping for sports-related products.
However, there is also a notable portion (10.7%) who do not find the timing of these ads
relevant to their needs. This indicates a fairly high level of relevance in timing for the
majority of participants, suggesting that Google Ads for sports-related products are
effectively timed for a significant portion of the surveyed group.
35
 Table 4.16 Evaluation of Relevance in Content and Presentation of Google Ads for
Sports Retail

How would you describe the relevance of the content and presentation of ads on
Google Ads related to sports retail?
Fre Pe Valid Cumula
que rc Percen tive
ncy en t Percent
t
Not
4.
relevant at 6 4.0 4.0
0
all
Not very 85
128 85.3 89.3
relevant .3
Valid
10
Neutral 16 10.7 100.0
.7
10
Total 150 0. 100.0
0

Figure 4.16 Evaluation of Relevance in Content and Presentation of Google Ads for
Sports Retail

INFERENCE
The data indicates that a large majority of respondents (85.3%) perceive the content and
presentation of ads on Google Ads related to sports retail as not very relevant. A smaller
portion (4.0%) finds them not relevant at all, while a minority (10.7%) remains neutral in
their assessment. This suggests that the majority of participants view the content and
presentation of these ads as lacking relevance to their interests or needs in the sports retail
sector.
36
 Table 4.17 Consumer Preferences for Personalized Recommendations in Sports Retail

Do you prefer to receive personalized recommendations from sports retail stores?

Freq Per Valid Cumulati

uenc cen Percent ve
y t Percent

Yes, I appreciate
94.
personalized 141 94.0 94.0
0
V suggestions.

a No, I prefer to search

5 3.3 3.3 97.3
l and decide on my own.
i I don't mind either
4 2.7 2.7 100.0
d way.

10
Total 150 100.0
0.0

Figure 4.17 Consumer Preferences for Personalized Recommendations in Sports Retail

INFERENCE
The data suggests that an overwhelming majority of respondents (94.0%) prefer and
appreciate receiving personalized recommendations from sports retail stores. A small
minority (3.3%) indicate a preference to search and decide on their own, while an even
smaller portion (2.7%) don't have a strong preference either way. This indicates a strong
inclination towards personalized suggestions among the surveyed group when it comes to
shopping at sports retail stores.
37
 Table 4.18 Recommendations for Enhancing Google Ads in Sports Retail

What improvements or changes would you suggest for Google Ads to better serve consumers in
the sports retail sector?

Freq Per Valid Cumulati

uenc cen Percent ve
y t Percent

48.
Personalization options 73 48.7 48.7
7
V
49.
a Improved ad relevance 74 49.3 98.0
3
l
Enhanced transparency
i 3 2.0 2.0 100.0
in ad targeting
d
10
Total 150 100.0
0.0

Figure 4.18 Recommendations for Enhancing Google Ads in Sports Retail

INFERENCE
The data shows a strong call for improvement in Google Ads for the sports retail sector,
specifically highlighting the need for more personalized options (48.7%) and improved ad
relevance (49.3%). A smaller portion (2.0%) seeks enhanced transparency in ad targeting.
In summary, there's a clear emphasis on personalized experiences and ads that better match
individual interests and needs to enhance Google Ads' effectiveness in this sector.
38
 Table 4.19 Strategies to Enhance Appeal and Effectiveness of Sports Retail Google Ads

How can sports retail stores make their Google Ads more appealing and effective in influencing your buying
behavior?
Frequen Perce Valid Cumulative
cy nt Percent Percent

Enhance product descriptions 74 49.3 49.3 49.3

Offer exclusive deals through

15 10.0 10.0 59.3
V ads
a Feature customer reviews and
li 60 40.0 40.0 99.3
ratings
d
Provide links to detailed
1 .7 .7 100.0
product information
Total 150 100.0 100.0

Figure 4.19 Strategies to Enhance Appeal and Effectiveness of Sports Retail Google Ads

INFERENCE
The data suggests that to enhance Google Ads for sports retail, focusing on enriching
product descriptions (49.3%) and featuring customer reviews (40.0%) would be most
effective. These elements provide comprehensive details and social proof, influencing
buying behaviour. Additionally, offering exclusive deals (10.0%) could be beneficial,
while links to detailed product information (0.7%) hold minimal importance for
consumers. Overall, detailed descriptions and customer feedback play a crucial role in
making these ads more appealing and impactful in the sports retail sector.

39
4.2 HYPOTHESIS TESTING -1
To investigate the influence of Google Ads on consumer awareness of sports retail stores.
Table 4.20 Correlations Analysis showing influence of google ads on consumer
awareness of sports retail stores
Correlations

consumer google ads

awareness exposure

consumer awareness Pearson Correlation 1 .527**

Sig. (2-tailed) .000

N 150 150
google ads exposure Pearson Correlation .527** 1

Sig. (2-tailed) .000

N 150 150

**. Correlation is significant at the 0.01 level (2-tailed).

INFERENCE
Strong Positive Relationship: The correlation coefficient of 0.527 indicates a robust
positive relationship between consumer awareness and exposure to Google Ads for sports
retail stores. As one variable increases, the other tends to increase as well, and vice versa.
Impact of Google Ads Exposure: Higher exposure to Google Ads promoting sports retail
stores is significantly associated with increased consumer awareness. This suggests that
consumers who are more exposed to these ads tend to have higher awareness levels
regarding sports retail stores.
Advertising Effectiveness: The strong positive correlation highlights the effectiveness of
Google Ads as a medium for enhancing consumer awareness. It implies that well-designed
and strategically placed ads on Google have a substantial impact on consumer awareness
of sports retail stores.
Consumer Attention and Recognition: Increased exposure to Google Ads likely captures
consumer attention and enhances recognition or familiarity with sports retail stores. This
association between exposure and awareness suggests that these ads successfully engage
and inform potential consumers.
Strategic Implications: For marketers, this correlation emphasizes the importance of
utilizing Google Ads effectively to increase consumer awareness. Crafting engaging and
targeted ad campaigns on this platform could significantly impact consumer awareness of
sports retail stores.
40
ANALYSIS SUMMARY
Objective: To investigate the influence of Google Ads on consumer awareness of sports retail
stores

Analysis: Correlation analysis was used to assess the relationship between consumer
awareness of sports retail stores and exposure to Google Ads promoting sports retail stores.
Gender was not found to be a significant predictor of consumer perception of Google Ads.

Findings:
A strong positive correlation was found between consumer awareness of sports retail
stores and exposure to Google Ads promoting sports retail stores (r = 0.527, p < 0.001).
Hypothesis Testing
To investigate the influence of Google Ads on consumer awareness of sports retail
stores.
Accept H1: Exposure Google Ads significantly influences consumer awareness of sports
retail stores.
Therefore we reject Null Hypothesis by accepting Alternative Hypothesis.

Google Ads exposure has a significant and positive influence on consumer awareness of
sports retail stores. This suggests that Google Ads can be an effective tool for increasing
consumer awareness of sports retail stores

41
4.3 HYPOTHESIS TESTING -2
To examine the relationship between Google Ads and consumer purchase intention
towards sports retail stores.
Table 4.21 Correlations Analysis showing relationship between google ads and
consumer purchase intention towards sports retail stores

Correlations

google ads purchase

exposure intention

google ads exposure Pearson Correlation 1 .417**

Sig. (2-tailed) .000

N 150 150
purchase intention Pearson Correlation .417** 1

Sig. (2-tailed) .000

N 150 150

INFERENCE
Positive Correlation: The correlation coefficient of 0.417 suggests a moderate to strong
positive relationship between Google Ads exposure and purchase intention for sports retail
products.
Direction of Relationship: As exposure to Google Ads increases, there is a tendency for
purchase intention to increase as well. Conversely, as exposure decreases, purchase
intention may also decrease.
Statistical Significance: The significance level of p<0.001 indicates that this correlation
is highly unlikely to have occurred by chance in the sample data. It's a strong indication
that there is indeed a meaningful relationship between Google Ads exposure and purchase
intention.
Practical Implications: This significant positive correlation suggests that exposure to
Google Ads plays a noteworthy role in influencing consumers' intentions to purchase
sports retail products. It implies that effective advertisement exposure can lead to an
increase in consumers' inclination to make purchases.

In summary, the analysis indicates a substantial and statistically significant positive

correlation between exposure to Google Ads and purchase intention, implying that higher
exposure to these ads is associated with a greater intent to purchase sports retail products.
42
ANALYSIS SUMMARY
Objective: To examine the relationship between Google Ads and consumer purchase
intention towards sports retail stores.
Analysis: Correlation analysis was used to assess the relationship between consumer
exposure to Google Ads promoting sports retail stores and their intention to purchase sports
retail products
Findings: A moderate to strong positive correlation was found between consumer
exposure to Google Ads promoting sports retail stores and their intention to purchase sports
retail products (r = 0.417, p < 0.001).
Hypothesis Testing
➢ To examine the relationship between Google Ads and consumer purchase intention
towards sports retail stores.

Accept H1: Exposure to Google Ads has a significant positive correlation with consumer
purchase intention towards sports retail stores.
Therefore we reject Null Hypothesis by accepting Alternative Hypothesis.

There is a significant and positive relationship between Google Ads exposure and
consumer purchase intention towards sports retail stores. This suggests that Google Ads
can be an effective tool for increasing consumer purchase intention towards sports retail
stores.

43
4.4 HYPOTHESIS TESTING -3
To investigate the impact of demographic variables on consumer perception of Google
Ads.
AGE
Table 4.22 Descriptive Statistics of data about age
Descriptive Statistics

Mean Std. Deviation N

Consumer perception of Google Ads 2.0667 .37839 150

Age 1.23 .424 150

Table 4.23 Correlations Analysis of data about age

Correlations

Consumer Age
perception of
Google Ads

Consumer perception of Google

1.000 -.098
Pearson Correlation Ads

Age -.098 1.000

Consumer perception of Google
. .118
Sig. (1-tailed) Ads
Age .118 .
Consumer perception of Google
150 150
N Ads

Age 150 150

Table 4.24 ANOVA Test of data about age

ANOVAa

Model Sum of df Mean F Sig.

Squares Square

Regressio
.203 1 .203 1.421 .235b
n
1
Residual 21.130 148 .143

Total 21.333 149

a. Dependent Variable: Consumer perception of Google Ads

b. Predictors: (Constant), Age

44
 INFERENCE
1) Descriptive Statistics
• The mean score for consumer perception of Google Ads is 2.07, which is slightly above
the midpoint of the scale (1-3).
• The standard deviation for consumer perception of Google Ads is 0.38, which indicates
that there is a moderate amount of variability in consumers' perceptions.
• The mean score for age is 1.23, which suggests that most respondents are in their mid-
20s.
• The standard deviation for age is 0.42, which indicates that there is a moderate amount
of variability in respondents' ages.
2) Correlations
• There is a weak negative correlation between consumer perception of Google Ads and
age (r = -0.098). This means that there is a very slight tendency for older consumers to
have a less positive perception of Google Ads.
3) ANOVA
• The F-statistic for the model is 1.421, which is not significant (p = 0.235). This means
that the model does not significantly explain the variance in consumer perception of
Google Ads.

45
GENDER
Table 4.25 Descriptive Statistics of data about gender
Descriptive Statistics

Mean Std. Deviation N

Consumer perception of Google Ads 2.0667 .37839 150

Gender 1.17 .380 150

Table 4.26 Correlations Analysis of data about gender

Correlations

Consumer Gender

perception of
Google Ads

Consumer perception of Google

1.000 -.128
Pearson Correlation Ads

Gender -.128 1.000

Consumer perception of Google

. .060
Sig. (1-tailed) Ads

Gender .060 .

Consumer perception of Google

150 150
N Ads

Gender 150 150

Table 4.27 ANOVA Test of data about gender

ANOVAa

Model Sum of df Mean F Sig.

Squares Square

Regressio
.348 1 .348 2.451 .120b
n
1
Residual 20.986 148 .142

Total 21.333 149

Consumer perception of Google Ads

b. Predictors: (Constant), Gender

46
 INFERENCE
1) Descriptive Statistics
• The mean score for consumer perception of Google Ads is 2.07, which is slightly above
the midpoint of the scale (1-3).
• The standard deviation for consumer perception of Google Ads is 0.38, which indicates
that there is a moderate amount of variability in consumers' perceptions.
• The mean score for gender is 1.17, which suggests that the majority of respondents are
female.
• The standard deviation for gender is 0.38, which indicates that there is a fair amount
of variability in respondents' genders.
2) Correlations
• There is a weak negative correlation between consumer perception of Google Ads and
gender (r = -0.128). This means that there is a very slight tendency for female
consumers to have a less positive perception of Google Ads than male consumers.
3) ANOVA
• The F-statistic for the model is 2.451, which is not significant (p = 0.120). This means
that the model does not significantly explain the variance in consumer perception of
Google Ads.

47
OCCUPATION
Table 4.28 Descriptive Statistics of data about occupation

Descriptive Statistics

Mean Std. Deviation N

Consumer perception of Google Ads 2.0667 .37839 150

Occupation 1.65 .491 150

Table 4.29 Correlations Analysis of data about occupation

Correlations

Consumer Occupatio
perception of n
Google Ads

Consumer perception of Google

1.000 -.019
Pearson Correlation Ads

Occupation -.019 1.000

Consumer perception of Google
. .408
Sig. (1-tailed) Ads
Occupation .408 .
Consumer perception of Google
150 150
N Ads

Occupation 150 150

Table 4.30 ANOVA Test of data about occupation

ANOVAa

Model Sum of df Mean F Sig.

Squares Square

Regressio
.008 1 .008 .055 .815b
n
1
Residual 21.325 148 .144

Total 21.333 149

Consumer perception of Google Ads

b. Predictors: (Constant), Occupation

48
 INFERENCE
1) Descriptive Statistics
• The mean score for consumer perception of Google Ads is 2.07, which is slightly above
the midpoint of the scale (1-3).
• The standard deviation for consumer perception of Google Ads is 0.38, which indicates
that there is a moderate amount of variability in consumers' perceptions.
• The mean score for occupation is 1.65, which suggests that most respondents are
employed in professional or white-collar occupations.
• The standard deviation for occupation is 0.49, which indicates that there is a moderate
amount of variability in respondents' occupations.
2) Correlations
• There is a weak negative correlation between consumer perception of Google Ads and
occupation (r = -0.019). This means that there is a very slight tendency for consumers
with higher-level occupations to have a less positive perception of Google Ads.
3) ANOVA
• The F-statistic for the model is 0.055, which is not significant (p = 0.815). This means
that the model does not significantly explain the variance in consumer perception of
Google Ads.

49
MONTHLY INCOME
Table 4.31 Descriptive Analysis of data about monthly income
Descriptive Statistics

Mean Std. Deviation N

Consumer perception of Google Ads 2.0667 .37839 150

Monthly Income 2.85 .515 150

Table 4.32 Correlations Analysis of data about monthly income

Correlations

Consumer Monthly
perception of Income
Google Ads

Consumer perception of
1.000 .016
Pearson Correlation Google Ads

Monthly Income .016 1.000

Consumer perception of
. .423
Sig. (1-tailed) Google Ads
Monthly Income .423 .
Consumer perception of
150 150
N Google Ads

Monthly Income 150 150

Table 4.33 ANOVA Test of data about monthly income

ANOVAa

Model Sum of df Mean F Sig.

Squares Square

Regressio
.006 1 .006 .038 .845b
n
1
Residual 21.328 148 .144

Total 21.333 149

a. Dependent Variable: Consumer perception of Google Ads

b. Predictors: (Constant), Monthly Income

50
 INFERENCE
1) Descriptive Statistics
• The mean score for consumer perception of Google Ads is 2.07, which is slightly above
the midpoint of the scale (1-3).
• The standard deviation for consumer perception of Google Ads is 0.38, which indicates
that there is a moderate amount of variability in consumers' perceptions.
• The mean score for monthly income is 2.85, which suggests that most respondents have
a monthly income between 10,000 and 50,000.
• The standard deviation for monthly income is 0.52, which indicates that there is a fair
amount of variability in respondents' monthly incomes.
2) Correlations
• There is a weak positive correlation between consumer perception of Google Ads and
monthly income (r = 0.016). This means that there is a very slight tendency for
consumers with higher monthly incomes to have a slightly more positive perception of
Google Ads. However, this correlation is not statistically significant (p = 0.423).
3) ANOVA
• The F-statistic for the model is 0.038, which is not significant (p = 0.845). This means
that the model does not significantly explain the variance in consumer perception of
Google Ads.

51
ANALYSIS SUMMARY
Objective: To investigate the impact of demographic variables on consumer perception of
Google Ads.
Analysis: Correlation analysis and regression modeling were used to assess the
relationship between consumer perception of Google Ads and the demographic variables.
Findings:
Gender was not found to be a significant predictor of consumer perception of Google Ads.
Age was not found to be a significant predictor of consumer perception of Google Ads.
Occupation was not found to be a significant predictor of consumer perception of Google
Ads.
Monthly income was not found to be a significant predictor of consumer perception of
Google Ads.
Hypothesis Test:
Accept H0: There is no significant impact of demographic variables on consumer
perception of Google Ads
Therefore we accept Null Hypothesis by rejecting Alternative Hypothesis.
The findings of this study suggest that demographic variables do not play a significant role
in influencing consumer perception of Google Ads.

52
 CHAPTER-5
FINDINGS & SUGGESTIONS

53
5.1 FINDINGS
1. Exposure to Google Ads significantly influences consumer awareness of sports retail
stores. This indicates that these ads play a pivotal role in building familiarity and
recognition among consumers.
2. Exposure to Google Ads has a significant positive correlation with consumer purchase
intention towards sports retail stores. This means increased exposure correlates with a
higher likelihood of consumers intending to make purchases.
3. According to this study, demographic variables do not play a significant role in
influencing consumer perception of Google Ads
4. Google Ads can be an effective tool for increasing consumer awareness of sports retail
stores.
5. There is a positive correlation between exposure to Google Ads and consumer purchase
intention towards sports retail stores.
6. Google Ads can be a valuable addition to sports retail stores' marketing strategies.
7. Based on the data, Sports retail stores can enhance their Google Ads by focusing on
detailed product descriptions, exclusive deals, and customer reviews.

54
5.2 SUGGESTIONS
1. Increase ad spend and reach: Amplify your Google Ads presence to reach a wider
audience and enhance brand visibility.
2. The study suggests that sports retail stores need to improve their ad personalization and
relevance.
3. Ensure consistent and strategic ad exposure to maintain and grow consumer awareness
over time.
4. Craft ads that engage and align with consumer preferences, driving better recall and
awareness.
5. Develop ad content that not only informs but also motivates action, encouraging
consumers to consider making purchases.
6. Identify and leverage platforms where ads can best influence purchase decisions within
the sports retail space.
7. Tailor ads to individual consumer interests and behaviors, creating a more personalized
experience that drives purchase intent.
8. Continuously analyze consumer feedback to refine ad strategies and content for
improved effectiveness.
9. Sports retail stores should consider using Google Ads to increase consumer awareness
of their stores.
10. Sports retail stores should develop engaging and targeted Google Ads campaigns to
maximize their impact on consumer awareness.
11. Sports retail stores should consider using Google Ads to increase consumer purchase
intention towards their stores.
12. Sports retail stores should develop engaging and targeted Google Ads campaigns to
maximize their impact on consumer purchase intention.
13. Sports retail stores should consider using Google Ads to increase consumer purchase
intention towards their stores.

55
 CHAPTER-6
CONCLUSION

56
6.1 CONCLUSION
The study emphasizes how significantly Google Ads influence consumer buying behaviour
in the sports retail industry. It becomes clear that expanding the reach and spending on
advertising is a crucial tactic to raise customer awareness and brand visibility. The
emphasis on ad personalization and relevancy highlights how important it is to modify
material to suit the tastes of certain consumers. For long-term customer awareness and
engagement, smart ad placement and exposure must be consistent. Creating advertisements
that are not just educational but also inspire action and thoughtfulness about buying is
essential. This entails producing engaging material that appeals to the intended audience,
exhibiting thorough product information, special offers, and utilizing client testimonials.
According to the study, focusing on satisfying and matching customer preferences might
improve remember and awareness. The findings also emphasize the necessity of regularly
examining customer input to improve advertising tactics. Businesses can efficiently direct
their advertising efforts for maximum impact by identifying the platforms that have a
substantial impact on purchase decisions within the sports retail market. In order to
increase consumer purchase intent, this data-driven method guarantees continuous refining
and improvement in ad content and strategy. The study essentially promotes a multifaceted
strategy for Google Ads in the sports retail industry. Sports retail establishments may
effectively use Google Ads as a strong tool to increase consumer awareness, impact
purchase decisions, and reinforce their marketing by expanding reach, tailoring content,
guaranteeing consistency, and using user feedback.

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6.2 SCOPE FOR FUTURE STUDY
• Expand the scope of research to include other digital advertising platforms: While
Google Ads is a dominant player in the digital advertising landscape, it's crucial to
examine the effectiveness of other platforms, such as Facebook Ads, Instagram Ads,
and Twitter Ads, in influencing consumer buying behavior in the sports retail industry.
• Investigate the role of ad placement and frequency: Analyze the impact of ad placement
strategies, such as ad positioning on search engine results pages, and ad frequency on
consumer engagement and conversion rates.
• Investigate the impact of cross-channel advertising: Assess the effectiveness of
integrating Google Ads with other marketing channels, such as social media
marketing, email marketing, and content marketing, to create a cohesive brand
experience and drive sales.

• Explore the role of artificial intelligence (AI) in ad optimization: Evaluate how AI-
powered ad optimization tools can enhance the performance of Google Ads campaigns
by identifying optimal ad placements, targeting segments, and bidding strategies.

• Expand the scope of research to include a nationwide analysis of the

impact of Google Ads on consumer buying behavior towards sports retail
stores across India, rather than focusing solely on the state of Kerala.

58
BIBLIOGRAPHY

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APPENDX

63
QUESTIONNAIRE
1. Age
o 18-24
o 25-34
o 35-44
o 45-54
o 55-64
2. Gender
o Male
o Female
o Other
3. Occupation
o Student
o Full-time employee
o Part-time employee
o Self-employed
4. Monthly Income
o <5,000
o 5,000-10,000
o 10,000-50,000
o 50,000+
5. Are you more likely to make an online or in-store purchase after being exposed to
Google Ads for sports retail products?
o Online
o In-store
o Both equally
o Depends on the product
o Not at all likely

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6. What types of sports products are you more likely to purchase after seeing Google
Ads?
o Athletic apparel
o Footwear
o Sports equipment
o Accessories
7. Have you ever made a purchase influenced by an ad on Google Ads because it was
highly relevant to your preferences?
o Yes
o No
o Maybe
8. Do you find the timing of ads on Google Ads relevant to your needs when shopping
for sports-related products?
o Yes
o No
9. How likely are you to purchase a product or service from a sports retail store after
clicking on a Google Ad?
o Very likely
o Somewhat likely
o Moderately likely
o Not very likely
o Not at all likely
10. How would you describe the relevance of the content and presentation of ads on
Google Ads related to sports retail?
o Very relevant
o Somewhat relevant
o Neutral
o Not very relevant
o Not relevant at all

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11. How often do you see Google Ads for sports retail stores?
o Rarely
o Occasionally
o Sometimes
o Frequently
o Very often
12. How likely are you to click on a Google Ad for a sports retail store?
o Very likely
o Somewhat likely
o Moderately likely
o Not very likely
o Not at all likely
13. What types of Google Ads for sports retail stores do you find most effective?
o Text ads
o Image ads
o Video ads
o Shopping ads
14. What are the most important factors you consider when deciding to purchase a
sports product or service?
o Price
o Quality
o Brand
o Convenience
15. What influences your decision to make a purchase at a sports retail store?
o Discounts and promotions
o Recommendations from friends or family
o Product reviews and ratings
o In-store customer service
o Online customer reviews and comments

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16. How frequently do you purchase sports-related products or equipment?
o Rarely
o Occasionally
o Monthly
o Weekly
17. Do you prefer to receive personalized recommendations from sports retail stores?
o Yes, I appreciate personalized suggestions.
o No, I prefer to search and decide on my own.
o I don't mind either way.
18. What improvements or changes would you suggest for Google Ads to better serve
consumers in the sports retail sector?
o Personalization options
o Improved ad relevance
o Enhanced transparency in ad targeting
o Clearer opt-out options
19. How can sports retail stores make their Google Ads more appealing and effective
in influencing your buying behavior?
o Enhance product descriptions
o Offer exclusive deals through ads
o Feature customer reviews and ratings
o Provide links to detailed product information

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