EXPLORING THE PROMINENT FACTORS OF ONLINE ADVERTISING THAT INFLUENCES THE CONSUMER BEHAVIOUR AND SHOPPING TRENDS

Abstract

Purpose - The Internet fills in as a significant promoting, communication and marketing platform in a business, predominantly for sales and advertising purposes. It is, along these lines, not an unexpected scenario that there have been a large number of conversation and theories of the basic connection between consumer attitude, shopping trends and Internet-based marketing or advertising. This study is based on breaking down a few angles impacting the purchasing choice and buying patterns of customers because of online commercials. It makes an endeavor to contemplate impacts of online ads on buyer attitude and shopping trends. It plans to dissect the components that brief a buyer to purchase a specific item/ product or service when they go over an online ad related to it. Design/Methodology – Type of research used is Descriptive Research. For Quantitative analysis data was collected by floating questionnaire in the online mode. Questionnaire was created on google form. The questionnaire was divided into 4 sections capturing demographics, attention towards internet advertising, attitude towards internet advertising and effect of internet advertising on consumer. Findings – In this study we developed 5 hypothesis and the hypothesis were: H1: As there is increase in the frequency of internet ads, consumer develop positive attitude towards the ads. H2: The Characteristics of ads shown in the internet is proportional to consumer's positive attitude towards internet ad.H3: Consumer attitude is positively related to consumer intention of sharing of ads. H4: Consumer intention of sharing ads is positively related to intention of purchase. H5: The more positive a consumer's attitude towards internet ads, the greater the intention of purchase. The relationship between the variables of the hypothesis is found to be positive. Limitations - This research is limited to the people of India and is mainly concentrated in the national capital region of Delhi. Therefore, the results cannot be generalized.

Originality/value – The thesis fulfills an identified need to study the prominent factor of internet advertising that influence the consumer behavior.