IMPACT OF HUMOR ADVERTISING ON BUYING BEHAVIOR OF CONSUMER

Abstract

This project is carried out to analyze the „Impact of Humor Advertising‟ and the perception of customer for such an advertisement campaign by the companies. The Project Report will also go through the various steps to analyze the behavior and perception of the customers through a primary research by linking it to the existing running campaigns using humor as a prime basis to advertise and understand how they affect the consumer buying behavior process. The project report will also try to find out if there is a scope for improvement and suggest the same. The project consists of the study of various appeals used in the modern advertisements, Impact of Humor in advertisement on the purchase decision of customer, how the humor advertisement affects the brand image of a product, and study to analyze the traction gained by humor advertising. Also a study of affectionate or resentment towards the product showing offending humor or interesting likable humor is taken out in this project. In this project work, the sample of around 101 students and individuals is taken. Some advertisements with the humor content were shown to them through survey questionnaire and relevant questions were asked about the advertisement, product, consumer behavior towards the product and the impact of humor on customer‟s approach toward the product. Then the data is segregated on the basis of gender, age, the mode of preference to watch advertisement, and how the consumer gets affected by the humor in advertisement. Analysis on data is done to gauge the impact of humor appeals working in advertisement to judge the Level of brand recall, the effect of it on actual buying process, the purchase decision and the effect of medium in which the appeal work to the full potential. The result and conclusion based on the data analysis and study in this project shows the majority of audience watch advertisements online and on television and gets affected by the online content more than any other medium. Also there is a high impact of humor appeal in advertisement to change the perception of consumer towards the product and services. The result shows the majority of people gives importance to humor in their day to day life and like to share the humorous content with their peers which makes the popularity of the advertisement easy and thus the brand image of the company and product increases as more and more people like to try the things they find interesting in advertisement.