International Journal of Marketing and Business Communication

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Consumer Perception and Opinion Towards Advertising: An Empirical Study on Consumer Behaviour in South Delhi


Affiliations
1 Department of Commerce, Kurukshetra University, Kurukshetra, Haryana, India
     

   Subscribe/Renew Journal


This research paper tries to explore and describe consumer's attitude and perception towards the advertising campaign. The literature review concentrates on key areas of attitude towards ads, the role of perception in communication and the role of different ad-components in advertising. We have used structured questionnaire and focus-groups to obtain and analyse the feedback and observations of people regarding advertisements. Following from these are the results and discussion that focus on key areas: perception towards advertising, attention, and interest. Results indicate that perception towards image of advertisements differed quite significantly among the respondents. The researcher came to the conclusion that these elements are the most effective in capturing attention and interest. The study concludes with a discussion of the main implications of the research and with forwarding of suggestions for further research.

Keywords

Perception, Opinion, Recall of Advertisements.
Subscription Login to verify subscription
User
Notifications
Font Size


  • AliefyaVahanvaty (2002). Road show. Business India, 642, 14-27.

  • Burke, M. C., & Edell, J. A. (1989). The impact of feelings on ad-based affect and cognition. Journal of Marketing Research, 26(1), 69-83.

  • Danaher, P. J., & Rossiter, J. R. (2011). Comparing perceptions of marketing communication channels. European Journal of Marketing, 45, 6-42

  • Ghoshal, S. (2003). The making of advertising-Gleanings from Subhash Ghosal, Macmillan lndia Ltd., New Delhi.p.56

  • Heath, R. (2004). Measuring affective advertising: Implication of low attention processing recall, (450), 36-38.

  • Jha, B. (1997). Change in scenario of advertising in India. The Management Accountant, 909-916.

  • Marnoria, C. V., & Joshi, R. L. (1968). Principles and Practices of Marketing in India. Kitab Mahal, Allahabad, pp. 391

  • Mayer, M. (1958). What is advertising good for?". Harper's Magazine, 25 - 31 Roose

  • Mittal, B. (1994). Public assessment of TV Advertising Faint praise and harscriticism. Journal of Advertising Research, 35-53

  • Panwar, J. S., & Agnihotri, M. (2006). Advertising message processing amongst urban children. An Indian experience with special reference to TV advertising. Asia Pacific Journal of Marketing and Logistics, 18(4), pp. 303-327.

  • Rubinson, J. (2005). ANA magazine, pp. 112-116 Rubinson, J. (2009). Empirical Evidence of TV Advertising Effectiveness. Journal of Advertising Research,49(2).

  • Ruchi Bhatia (2001). Press Dictates. A & M, 13(6).

  • Sathyasundrarm, I. (2001 ). Advertising industry bound to boom. Facts ForYou, pp. 14

  • Sutherland, M., & Sylvester, A. K. (2000)). Advertising and the mind of the consumer: What works, what doesn't, and why. Journal of Advertising Research,52-60.

  • Swamy, R. K. (1996)." The Visible Persuaders: An Overview of Advertising in lndia and U.Sn, Span, p.16.

  • Vakratsas, D., & Ambler, T. (1999). How advertising works: What do we really know?. Journal of Marketing, 63(1), 26-43.


Abstract Views: 317

PDF Views: 4




  • Consumer Perception and Opinion Towards Advertising: An Empirical Study on Consumer Behaviour in South Delhi

Abstract Views: 317  |  PDF Views: 4

Authors

Tejinder Sharma
Department of Commerce, Kurukshetra University, Kurukshetra, Haryana, India
Geetanjali Chawla
Department of Commerce, Kurukshetra University, Kurukshetra, Haryana, India

Abstract


This research paper tries to explore and describe consumer's attitude and perception towards the advertising campaign. The literature review concentrates on key areas of attitude towards ads, the role of perception in communication and the role of different ad-components in advertising. We have used structured questionnaire and focus-groups to obtain and analyse the feedback and observations of people regarding advertisements. Following from these are the results and discussion that focus on key areas: perception towards advertising, attention, and interest. Results indicate that perception towards image of advertisements differed quite significantly among the respondents. The researcher came to the conclusion that these elements are the most effective in capturing attention and interest. The study concludes with a discussion of the main implications of the research and with forwarding of suggestions for further research.

Keywords


Perception, Opinion, Recall of Advertisements.

References