South Asian Journal of Management

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Do Consumers Respond Differently to Advertising Stimuli:An Empirical Study


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1 National Institute of Industrial Engineering (NITIE), PO NITIE, Vihar Lake, Mumbai, India
     

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The intensifying market competition has led companies to struggle more for attracting and retaining customers. The customers are bombarded with increased number of commercials through different channels. But the customer’s capacity to process information is limited and they can’t pay equal attention to all advertisements. The demographic factors also make the differential attention and attitude towards the advertisements shown. This study is an attempt to understand the differences in response that consumers show towards advertising stimuli.
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  • Do Consumers Respond Differently to Advertising Stimuli:An Empirical Study

Abstract Views: 139  |  PDF Views: 0

Authors

Sanjeev Verma
National Institute of Industrial Engineering (NITIE), PO NITIE, Vihar Lake, Mumbai, India

Abstract


The intensifying market competition has led companies to struggle more for attracting and retaining customers. The customers are bombarded with increased number of commercials through different channels. But the customer’s capacity to process information is limited and they can’t pay equal attention to all advertisements. The demographic factors also make the differential attention and attitude towards the advertisements shown. This study is an attempt to understand the differences in response that consumers show towards advertising stimuli.