Vol. 8, Issue 2, Part A (2022)

Abstract
This study focuses on role of consumer attitude towards online advertising. Consumer’s attitudes are about an individual’s personal perception, feeling, behaviour and belief towards online advertising. The purpose of this project report is to study the factors that affect consumer’s attitude towards online advertising and their influence on consumer’s informational responses. The study followed the descriptive research and the population size chosen for the study is 150 respondents with convenience sampling method and the area chosen for the study is Idukki District, Kerala. The study concluded that it is a forced choice from the side of consumers, since the online commerce has become prevalent and user friendly so many customers are willing to go with online advertising for their product purchased and reliability also extended through the factors like reviews and star ratings.