INFLUENCE OF CUSTOMIZED ADVERTISEMENTS ON CONSUMER PERCEPTION AND PURCHASE INTENT

Abstract

The worldwide advertising industry has undergone a change thanks to the growing usage of technology and digital platforms. Nowadays, advertisements are not just seen in newspapers or on television; they can also be seen on websites, apps, and social media. The capacity to customise the material for a particular target is one of the most important advantages of digital advertising. To develop personalised adverts for users, advertisers employ a variety of strategies and methods, including tracking cookies, browser history, location data, and other private information. One of the world's biggest and most rapidly expanding marketplaces for digital advertising is India. The amount spent on digital advertising in India is anticipated to reach $5.85 billion in 2021, according to a research by Dentsu Aegis Network. Given the quick development of digital advertising in India, it is critical to comprehend how tailored advertising affects customer behaviour. This study proposal's main goal is to find out how customised advertising affects Indian consumers' purchasing decisions. The study will pay particular attention to how customised advertisements impact customer choice, purchasing patterns, and brand loyalty. This study will employ a mixed-methods strategy that blends quantitative and qualitative research techniques. A sample of Indian customers will be surveyed online and in focus groups for the purpose of gathering data for the study. Focus groups will be utilised to get qualitative data, while the online survey will be used to gather quantitative data. Indian consumers who have been exposed to personalised marketing on digital platforms would be the study's target group. With the aid of random sampling methods, 500 customers will make up the sample size. Statistical software like SPSS will be used to analyse the quantitative data gathered through online questionnaires. Descriptive statistics like mean, standard deviation, frequency, and percentage will be used to analyse the data. Regression analysis and other inferential statistics will be used to evaluate the hypothesis that customised advertising and customer behaviour are related. The data will be analysed utilising content analysis methods. The collected information will be classified and organised into themes and patterns.