Impact of advertising and its influence on Consumer buying Decision (original) (raw)

Advertising is a form of communication intended to convince an audience (viewers, readers or listeners) to purchase or take some action upon products, information, or services etc. This paper investigates the relationship between independent variables which are environmental response and emotional response with attitudinal and behavioral aspect of consumer buying behavior, by tapping the responses of 100 respondents using telecommunication services from Delhi, (cities of India). The major findings of the study demonstrate an overall normal association between the variables but in-depth analysis found that emotional response of consumer purchase behavior is the variable that results into strong association with the consumer buying behavior. It is true that people purchase those brands with which they are emotionally attached. Theories of attention, information processing, attitude formation, and decision making all have relevance to understanding how advertising affects consumers. Another important application of psychological principals is to develop an understanding of consumer needs so that products can be developed, designed, and communicated in a manner that reflects the relevant and important needs of consumers. This study reports new evidences in the field of consumer buying behavior of consumers pertaining to the local markets of these cities of India. Through this study contributes by evaluating the advertisements already available and assess the impact it has had on the customers, and based on this necessary recommendations can be provided.