We'Ken- International Journal of Basic and Applied Sciences

A. U. Khandare ¹, P. B. Suryawanshi ¹

Affiliations
1 PDVVPF's IBMRD-MBA College, Savitribai Phule Pune University, Pune, IN

Abstract

The present research report is focusing on quantifying the impact of internet advertising on consumer buying behavior, which raises the consumers' intentions towards the product and buying behaviors. The purchasing behavior is strongly influenced by the icon of the product which is built by the advertisers. The primary data on the field are collected through questionnaires and secondary data were collected through internet, journals and business magazines. This survey study was conducted in November, 2015. A sample of 100 respondents was taken, out of which 30 were in government or semi-government services, while 20 were taken from business class and the rest 50 were private sector employees. The written report reports that creative online advertisement has always a great impact on the buying trends or purchasing behaviors of the consumers. At the same time ROI of the merchandise and premium are also admitted with their substantial impact on buying behavior of consumers. Likewise to some extent the online celebrity endorsement also matters in the buying behavior. Thus the study concludes that the positive shock of all these factors, on the buying behavior of the consumer improves the loyalty of consumers towards brand which helps in forwarding of the advertised merchandise.

Keywords

Internet Advertising, Buying Behavior, Benefits of Online Advertisement, ROI.

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