CONSUMER'S AWARENESS, PERCEPTION AND BEHAVIORAL STUDY TOWARDS ONLINE ADVERTISEMENTS IN DELHI/ NCR

Abstract

Online advertisement or Internet advertisements have become an important medium in reaching out to consumers globally. There are a huge number of internet users in India who spent major part of their time on internet to be on social media, education purpose or online shopping. For this reason, companies see online Advertisements as a vital medium in reaching out to consumers. Online advertisements can be of different types and can be seen on search engine results page, social websites, email box and other random websites. There are native websites that appear on your social media feed, which don’t appear to be an advertisements and camouflaged in the feed, so many times the reader is not even aware that they are reading an advertisement and misunderstand it to be a normal post. Others are display advertisements or which appear as pop-up on the webpage, sometimes the consumer is more attracted towards these and end up in a purchase. Therefore, it is essential to understand the consumer awareness, perception and attitude towards online advertisements, so that marketers can strategize the marketing plan and leverage the wide reach and targeting capabilities of online advertisements. This study is a cross sectional, questionnaire-based study to assess consumer’ awareness and behavioural outlook towards the online advertisements. The survey was conducted in Delhi/NCR. The study used detailed survey questionnaire which were administered to respondents over electronic medium. The consumer responded vi towards the statements in questionnaire. The data was collected and was analysed using descriptive statistics.