South Asian Journal of Management

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

Do Consumers Respond Differently to Advertising Stimuli:An Empirical Study


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

   Subscribe/Renew Journal


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.
User
Subscription Login to verify subscription
Notifications
Font Size

Abstract Views: 179

PDF Views: 0




  • Do Consumers Respond Differently to Advertising Stimuli:An Empirical Study

Abstract Views: 179  |  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.