A Study on Effect of Internet Advertising on Consumer Behaviourwith special reference to Coimbatore
Journal Title: International Journal of Marketing and Technology - Year 2017, Vol 7, Issue 6
Abstract
The project work has been undertaken with a view to study on the Internet advertising effectiveness on consumer. With the fast growth in technical know-how, the internet is becoming an important one stop point for consumers in finding most of their needs. Be it communication, entertainment, shopping, information search, it serves as a key for all the requirements. Many consumers are online every day for their personal work, but do they notice the ads, banners displayed on that webpage and most important their recall value. The current study investigated the effectiveness of internet advertising on consumer behaviour. The study determines the effectiveness of internet advertising on reach and creation of awareness; to establish the reliability of internet advertising through recall; and to determine the relationship between internet advertising and consumers. The study found that internet advertising was effective on reach and creation of awareness due to diverse usage, and established that its reliability as an advertising media was little compared to TV. Internet advertising has significant relationship with purchase decision of the consumers and therefore is a key determinant in influencing consumer behaviour.
Authors and Affiliations
Dr. Priya Kalyanasundaram
Keywords
Related Articles
- EP ID EP19657
- DOI -
- Views 336
- Downloads 19
Value Chain Analysis of Banana at Kediri after the Eruption of Mount Kelud
Kediri is one of the most severely affected areas of the eruption of Kelud. On the other hand a banana agribusiness potential is very promising. In this district there are 13 varieties of banana :Ambon Kuning, Ambon TW...
KNOWLEDGE MANAGEMENT ANALYSIS FOR BUSINESS STRATEGY
The new organisations put more premiums on understanding, adapting and managing changes and competing on the basis of capturing and utilising knowledge to serve better to their customers, improve the operations or to s...
CLUSTER BASED MUTATION TESTING USING HOMOGENEOUS AND HETEROGENEOUS N-MUTANTS
Mutation testing is to check the quality of test cases by changing code. The proposal examines mutation testing based on clusters.Clusters contains homogeneous and heterogeneous mutants. It consists two mutagens in it...
REWARDS AND RISKS IN STOCK MARKETS: A CASE OF EMERGING ECONOMIES
This paper analyzesthe study of the risk-return patterns of the 10 emerging stock markets economies-Taiwan, Brazil, South Korea, China, India, Malaysia, Mexico, Philippines, Indonesia, Russia and 2 developed economies-...
E-COMMERCE AND M-COMMERCE: ISSUES AND RECOMMENDED SCREENING
The increase of the demand, flexibility and power of wireless deals provides proper opportunities for rising up services to customers. In fact, this could mean the real services providing in all times (Despite the pers...