Amaravathi, M (2014) IMPACT OF ADVERTISEMENTS ON PURCHASE DECISION: AN EMPERICAL ANALYSIS. ZENITH International Journal of Multidisciplinary Research, 4 (12). pp. 288-295. ISSN 2231-5780

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Abstract

The field of communication is ever changing. Brand managers continually attempt to gain advantage over competitors and endeavour to achieve larger market shares and profits
for the brands they manage. Advertising has very much become a part of our lives, with the market glutted with endless brands of products and huge product lines. Customers are
influenced largely by advertisements in the purchase decision process. The industry leans very largely on advertisements to survive in the ruthlessly competitive market to persuade prospective buyers to buy a product or service. People never like to spend too much of money
in buying new products until and unless they are over-influenced by the product itself or factors motivating them to purchase a particular product. Purchase may take place only when the customers are influenced or they may keep quiet and consume some strange product which has no added values. This study aims at determining the influence of advertisements on the buying decisions and analysing the pre-purchase and post-purchase behaviour with
relation to impact of advertisements with a special clandestine FMCG product termed to be X.

Item Type: Article
Uncontrolled Keywords: Advertisement, Influence, Persuade, Buying behaviour, Purchase decision process
Divisions: PSG College of Arts and Science > Department of Management Sciences
Depositing User: Users 1 not found.
Date Deposited: 20 Dec 2021 09:30
Last Modified: 20 Dec 2021 09:30
URI: http://ir.psgcas.ac.in/id/eprint/198

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