THE CUSTOMER BUYING BEHAVIOR TOWARDS THE ONLINE ADVERTISEMENTS

Abstract

The rise of digital platforms has significantly transformed customer buying behaviour, with online advertisements playing a pivotal role in influencing purchasing decisions. This study explores the relationship between online advertising and consumer buying patterns focusing on factors such as ad content, credibility, personalization, and frequency. It highlights how engaging and targeted advertisements can enhance brand awareness, shape consumer attitudes, and ultimately drive purchases. However, it also highlights the challenges faced by marketers, such as ad fatigue, banner blindness, privacy concerns, and the growing use of ad-blockers, which can diminish the effectiveness of online advertising. Additionally, the paper discusses how demographic variables, consumer psychology, and technological literacy influence buying behaviour in response to digital ads. Advertisers are expected to shift and spend millions in internet advertising in the coming years than TV, print ads and other traditional advertising media. With the rapid growth in technology, the internet is becoming an important one stop point for consumers in finding most of their needs. Be it communication, entertainment, shopping, information search, internet serves as a panacea for all their requirements. Many consumers are online every day for their personal work, but do they notice the ads, banners displayed on that webpage, and most important their recall value. The current study investigated the effectiveness of internet advertising on consumer. The study sought to determine the effectiveness of internet advertising on reach and creation of awareness; to establish the reliability of internet advertising through recall; and to determine the relationship between internet advertising and purchase decision. The study used a case study research design. The study used stratified sampling technique. The primary data was collected using questions. Content analysis was used to analyse qualitative data while the quantitative data was analysed using descriptive statistics using SPSS. Regression and Correlation analysis was used to show the relationships among the variables. The data was presented through percentages, means, standard deviations and frequencies. The study found that internet advertising was effective on reach and creation of awareness due to diverse usage, and established that its reliability as an vi advertising media was low compared to TV. Internet advertising has significant relationship with purchase decision of the consumers and therefore is a key determinant in influencing consumer behaviour. The study determined that there is a positive relationship between internet advertising and consumer purchase decision and further recommends that companies should conduct market research on the different markets in various countries to ensure that the internet advertising initiatives being implemented suits the targeted markets to improve product purchases.