COMPARING THE EFFECTIVENESS OF TRADITIONAL AND DIGITAL MEDIA ON CONSUMER BUYING BEHAVIOR

Abstract

The objective of the study is to understand & compare the relative effectiveness of traditional and digital types of media on consumer buying behavior. The purchase decision-making for mobile hand-sets & shampoo is studied and the influence of television advertisements and newspaper ads (traditional media) is compared with phone, internet and mail (digital media). To understand the effectiveness of different types of media on the purchase of these two products, these have been judged on different attributes which include trustworthiness, convenience, informative-ness and reliability. An analysis is conducted on the basis of data-collection and analyzed by descriptive research methodology using a questionnaire-based survey conducted in Delhi. The demographics selected are highly literate and high on technical education. Most of them have cell phone, and are in between the age group of 18-30. The findings of the study are that ⦁ Gender has an effect in terms of which media annoys the most ⦁ Consumers are willing to buy a mobile phone when they receive information about mobile phone from internet blogs and peer groups. ⦁ In order to buy a shampoo, people depend upon the newspaper advertisements to make their choice. The limitations of the study are that the sample space size is small, convenience sampling causes sampling bias. Also, only few media channels are examined hence it is not comprehensive. Also while filling the questionnaires for the field experiment; the seriousness of the individual could not be assessed.