INFLUENCE OF ADVERTISEMENT ON BUYING BEHAVIOUR OF YOUNGSTERS IN DELHI NCR

Abstract

This project studies how the modern ads affect the buying behaviour of teenagers (mostly 16 and 25 years old) living in Delhi/NCR, based on a primary survey of 166 respondents. Using a descriptive research design, it looks at how advertising affects ad recall, brand perception, and what pushes young people to switch brands. The key finding from my analysis was that social media platforms capture the most attention among people, at around 67%, while more conventional channels like TV and print lag far behind. The analysis also revealed that for the majority of people, around 86%, the ads running currently are either unrealistic or exaggerated, which does not sit well with them. At the same time, creative or artistic ads did help around 68% in changing people's perception of a particular brand. The research highlights that perceived product quality is what drives long term loyalty (82.5%), rather than celebrity endorsements, which failed to sway the purchase intent of nearly 47.6% of people. The study also concludes that the impact of a single ad in this fast-paced environment lasts only a few hours for around 36% of youth. Therefore, there is a clear direction for marketing managers using this project, just go away from being too loud or flashy advertising towards the more consistent, honest, ads. Because if the brands focus on being really honest in their marketing and helping people to actually understand what the product really is they can then build the lasting relationships with today's young, techy consumers.