IMPACT OF INTERNET ADVERTISING IN CONSUMER PURCHASE DECISION MAKING PROCESS

Abstract

With the advent of globalization and access of technology to masses, there is an exponential growth in the number of internet users and the time people spend on internet. As a result, internet advertisement has emerged as major form of advertisement for companies. No doubt, traditional forms of advertisements still continue to hold their place, but internet marketing is something that no company can afford to ignore it. The main objective of the project is to “Impact Of Internet Advertising In Consumer Purchase Decision Making Process”.For this, I have collected the primary data and secondary data. The primary data has been collected with the help of questionnaire. I have prepared the questionnaire for the respondents and emailed it to their ids and also floated the link of questionnaire on various social networking sites to collect the data. After conducting the survey I have analysed and interpreted the results of the survey. For analysis purpose I have used correlation, regression analysis and chi-square test. It was found that, while advertisements from newspapers, TV and word of mouth still continue to be more popular modes of advertisements, internet is also catching up fast and has already surpassed radio and Ads before movies and also women trust advertisements more than the men.