International Journal of Applied Research
Vol. 2, Issue 1, Part B (2016)
A study of measuring effectiveness of advertising in influencing consumer buying behaviour
Advertising is the activity or profession of producing information for promoting the sale of commercial products or services by influencing consumer buying behavior. This study is undertaken to know how effectively advertising influence the buying behavior of consumers. For the purpose of this study a sample of 60 respondents is taken through convenience sampling. After analyzing their responses it is found that majority of consumers are affected by advertising while taking their buying decisions. However there is no association between gender and appeal used in advertising and presence of celebrity in advertising makes advertising more influential.
How to cite this article:
Shaina Tehria. A study of measuring effectiveness of advertising in influencing consumer buying behaviour. International Journal of Applied Research. 2016; 2(1): 115-120.