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IMPACT OF ONLINE ADVERTISING ON CONSUMER BEHAVIOUR WITH REFERENCE TO EMAIL

This is a research report on IMPACT OF ONLINE ADVERTISING ON CONSUMER BEHAVIOUR WITH REFERENCE TO EMAIL uploaded by ROB BHARGAV in category: All Documents »  Marketing »  Consumer Behaviour section of our research repository.
5964 views, 0 comments, Last Update: Jul 11, 2019.
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Tags: marketing , Consumer Behaviour , Advertising , email
Description:
A PROJECT REPORT ON
“IMPACT OF ONLINE ADVERTISING ON CONSUMER BEHAVIOUR WITH REFERENCE TO EMAIL”
With the rapid growth in technology, the internet is becoming an important one stop point for consumers in finding most of their needs. Many consumers are online every day for their personal work, but do they notice the ads, banners displayed on that web page and most important their recall value. The current study investigated the effectiveness of internet advertising on consumer behaviour by conducting a case study of Berhampur University Student. The study sought to determine the effectiveness of internet advertising on reach and creation of awareness; Impact of email on online advertising. Impact of online advertising over customers, Impact of email over consumer behaviour. The study used a case study research design. The study used stratified sampling technique .The primary data was collected using questionnaires. The data was presented through percentages, means, standard deviations and frequencies. 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 low compared to TV and email. Internet advertising has significant relationship with purchase decision of the consumers and therefore is a key determinant in influencing consumer behaviour. The study determined that there is a positive relationship between internet advertising and consumer purchase decision and further recommends that companies should conduct a market research on the different markets in various countries to ensure that the internet advertising initiatives being implemented suits the targeted markets to improve product purchases. 



 

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