IMPACT OF ADVERTISEMENTS EFFECTIVENESS ON CONSUMERS BUYING PERCEPTION TOWARDS RETAIL OUTLETS IN GWALIOR CITY

Chandra Prakash Verma

Abstract


In current scenario, consumers have many options of a single product that is available in the market. Now, purchasing behavior of consumers are influencing by the different marketing techniques such as sales promotion, publicity, advertisement etc. He can choose any one of them among all. The form of advertisement has been using for the transmission of information dates back to ancient Greece and Rome. The invention of printing revolutionized the advertising but newspaper gave it the necessary medium for its rapid growth. Consumers? buying perception attempts to understand the decision-making process of buyers, both individually and in-group. It is necessary to examine consumer behavioral attributes, needs, lifestyles and purchasing behavior to devise good marketing plans and then make proper marketing- mix decisions. Online advertisement is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. The present research paper tells us about an impact of advertisements effectiveness on consumers? buying perception towards retail outlets in Gwalior city.

Keywords


Advertisement, Perception, Consumer Buying Behavior

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DOI: https://doi.org/10.20994/jmve.v7i1.7365

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