A Study on Impact of Advertising on Consumer Behaviour with Specific Reference to Consumer Durables

IntroductionAdvertising can be defined as any paid form of non-personal promotion transmitted through a mass medium. The sponsor should be clearly identified and the advertisement may relate to an organization, a product or a service. The key difference, therefore between advertising and other forms of proportion is that it is impersonal and communicates with large numbers of people through paid media channels. Buying Behavior is the decision processes and acts of people involved in buying and using products . study of consumer buying pattern helps us to know the behaviour that consumer display in searching for, purchasing using, evaluating and disposing of products and services that they expect will satisfy their needs. Consumer behaviour focuses on how individuals make decisions to spend their available resources (time, money, effort) on consumption-related items that includes what they buy, why they buy, when they buy it, where they buy it, how often they buy it, how often they use it, how they evaluate it after the purchase and the impact of such evaluations on future purchases, and how they dispose of it.Durable goods are those which don't wear out quickly, yielding utility over time rather than at once. Examples of consumer durable goods include electronic equipment, home furnishings and fixtures, photographic equipment, leisure equipment and kitchen appliances. They can be further classified aswhite goods: such as refrigerators, washing machines and air conditioners, audio equipments &speakers. Brown goods: This kind of consumer durables mostly include kitchen appliances like chimneys, electric fans, grinders, iron, microwave ovens, mixers and varied other cooking ranges. Consumer Electronics: Some of the mostly used consumer electronic goods are DVD players, MP3 players, mobile telephones, telephones, VCD players etc.Different consumer brands in India Many of the national as well as multi-national brands are involved in the business of consumer durables in India. Apart from the famous brands, some portion of this market in the nation has even been captured by some unbranded consumer products. However, to name a few of the top consumer durables brands in India are: LG, Samsung, Sony, Whirlpool, Philips, Haier, Godrej, Tata,Objective:· To find out the factors that influence consumer buying behaviour· The degree of relationship between brand and sale of the product· To find out effectiveness of advertisements in creating brand awareness for customers· The extent to which advertising can influence the purchase decision of consumersScope of the Study:This research is based on consumers of different age group as well as different background in Bangalore. This will mainly concentrate on products like refrigerator, washing machine or in other words, consumer durable products.Research Methodology:The data collected from both Primary and secondary sources.The study is mainly based on primary data . the data for the study are drawn from respondents through questionnaires and also secondary data from sources like text books ,newspapers, magazines ,internetSampling method: Random sampling Sample size: 125There were 125 questionnaires distributed out of which only 100 consumers responded. The research design is purely descriptive and simple random samplings have been used for primary data collectionsPlan of Analysis:Using a simple percentage method for statistical interpretation supported by tables, graphsLimitation of Study· The study is confined to extent of interpreting data which is collected only from 100 respondents . as sample was chosen randomly it may not be the actual representation of total population· Only selected durables which were normally used by consumers were considered· Time & location is a constraint as study was conducted in Bangalore. …