IITM Journal of management and IT
Year : 2013, Volume : 4, Issue : 2
First page : ( 3) Last page : ( 10)
Print ISSN : 0976-8629. Online ISSN : 2349-9826.

Advertisement Liking Pattern of Youngsters and its Influence on Their Purchasing Behavior

Kumar Sanjeev*, Garg Radha*, Sabharwal Ankur**

*Haryana School of Business, Guru Jambheshwar University of Science and Technology, Hisar

**Deptt. of Commerce, Vaish PG College, Bhiwani Science and Technology, Hisar

Online published on 27 July, 2015.

Abstract

The present paper attempts to see as to how youth perceived the TV advertisement and what kind of advertisements falls in their liking zones with the reason thereof. The researchers also analyzed as to how the advertisement liking pattern influenced the purchase intention of youngsters. The present paper targets the young generation in the age group of 18–30 living in the NCR areas. In all 775 respondents were contacted either personally or through mail, only 230 responded. The results revealed that youngsters perceived advertisement as an interesting and enjoyable thing which helps them to gather knowledge about new products and creating brands awareness. Majority of advertisement which were liked by youngsters and had a strong influence were from the category of cold-drinks, mobile service providers and some other food items. Unique and interesting presentation, right information and right endorser were most important reason that youngsters cited for reason of liking advertisements. It was observed that the advertisement which fell in the liking zones had a big influence on purchase intention with 13% purchased the product and another 46% have a desire to try the products. Hence, marketers needs to keep innovating and designing new methods of communication (Advertisements) for occupying a desired space in the mind of consumers. The research calls for product positioning and building brand awareness around creative and interesting presentation of idea and careful selection of celebrity whose appeals matches with the brand personality.

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Keywords

Advertisement, Youngster, Product, Behavior.

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