ROLE OF ADVERTISEMENTS ON BUYERS’ BUYING BEHAVIOUR IN CHHATTISGARH: ANALYTICAL STUDY
Abstract
This paper focuses on the position and effect of publicity on buyers' purchasing behaviour in Chhattisgarh. Many Chhattisgarh-based companies pay full attention to ads and their goods and services through compelling media, which has adverse effects on their sales volume performance. They are not giving too much attention to a lot amount for advertisement in their annual budget for proper marketing and attracting or/and influencing targeted buyers’. With the help of advanced technological support, advertisements play a prime role in this competitive environment, that’s the key requirement of the study. Survey research design to be adopted and involves a structured questionnaire for data collection and multiple correlation statistical tools to be applied. There is an excellent/meaningful and optimistic relationship between “independent variables' emotional response, the environmental response to the brand, brand” recognition and stimulating advertisement, and buyers' behaviour variable. The statistically significant proportion of all the independent variables has a favourable relationship with the buyer's purchase behaviour. According to the literature, the consumer must be thoroughly reached to understand their consumption pattern and actions towards goods and services if a successful advertisement needs a location. Their emotions strongly influence efforts that contribute directly to publicity, such as the support of consumers.
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