DEPARTMENT OF MANAGEMENT

STUDIES

MALWA INSTITUTE OF TECHNOLOGY, INDORE

Major Research Project Report

On

“IMPACT OF E-ADVERTISING ON CUSTOMER PURCHASE

DECISION: AUTOMOBILE INDUSTRY"

Submitted for the Partial Fulfillment of the Requirements of the Degree of

Master of Business Administration (Full Time) Session

(2023-2025)

Guided By: Prof. Himanshu Matre Submitted By: Students Name Shubham
ChandrawalMBA
(Marketing and HR ) 3rd Sem
ROLL NO. 232130059
MIT Indore
 CERTIFICATE

This is to certify that Shubham Chandrawal, student of M.B.A. (Marketing &

HR) Third semester from Malwa Institute of Technology, Indore has
successfully completed the Major Research Project titled as " IMPACT OF E-
ADVERTISING ON CUSTOMER PURCHASE
DECISION: AUTOMOBILE INDUSTRY " during the course of his study and
has submitted the project report towards partial fulfillments of the degree of
Master of Business Administration of DAVV, Indore.

Dr. Kranti Pandey

PRINCIPAL

Malwa Institute of Technology, Indore

 CERTIFICATE

This is to certify that Shubham Chandrawal , student of M.B.A. (Marketing &

HR)Third semester from Malwa Institute of Technology, Indore has
successfully completed the major research project titled as “IMPACT OF
E-ADVERTISING ON CUSTOMER PURCHASE
DECISION: AUTOMOBILE INDUSTRY during the course of his study and
has submitted the project report towards partial fulfillments of the degree of
Master of Business Administration of Devi Ahilya Vishwa Vidyalaya, Indore.

INTERNAL EXAMINER EXTERNAL EXAMINER

 ACKNOWLEDGEMENT

I would like to convey my sincere gratefulness to all those who gave me

the opportunity to complete this project. I acknowledge the huge importance of
this research and especially of this project undertaken.

At the outset I would take the opportunity to express my sincere thanks

to Dr. Kranti Pandey for providing me the opportunity to undertake and
accomplish this research work.

I’m highly obliged to Himanshu Matre sir for her untiring help, valuable
guidance and kind supervision which were the main stream to bring this work in
present shape. I wish to thank her for her constant guidance and support in the
successful completion of this research work.

I shall be failing in my duty if I do not express my sincere gratitude to my

family and friends for their moral support and encouragement throughout the
study.

Without the co-operation of the above personnel, it would not have been
possible for me to understand the dynamics of the research work. Their help and
support can be defined as an inspiration and morale booster that guided me all
along the course of my research.

Shubham Chandrawal

MBA (Marketing & HR)

 DECLARATION

I, declare that the Major Research project entitled “IMPACT OF E-

ADVERTISING ON CUSTOMER PURCHASE DECISION:
AUTOMOBILE INDUSTRY “is my own research work conducted under the
guidance of Dr. Kranti Pandey Principal Malwa Institute of Technology,
Indore.

Shubham Chandrawal

232130059
 Table of Contents

CHAPTER 1
1 Introduction
1.1 Conceptual Framework
1.2 Literature Review
1.3 Rationale of The Study
1.4 Objective of The Study
1.5 Hypothesis
1.6 Study Model

CHAPTER 2
2 Research Methodology
2.1 The Study
2.2 The Sample Study
2.3 Population
2.4 Sample Size
2.5 Sample Location
2.6 Sample Element
2.7 Sample Technique
2.8 Tools to be used for Data collection
2.9 Tools for Data Analysis
CHAPTER 3
3 Results & Discussion

CHAPTER 4
4 Findings & Suggestions

CHAPTER 5
5 Summary

CHAPTER 6
Conclusion

References

Annexure
CHAPTER-1
1 INTRODUCTION

E-advertising is a stage for vendors to generate alertness & impact the

purchase decision of the customers. Purchase decision is a decision
making process which is performed by the customers with regards to
probable market deal before, during or after the purchase happens of
any product / service. The study focuses on the use of e-advertising in
online purchasing.

The report is targeted on the impact of e- advertisement in relation to

the customer purchase decision which influences customer to
purchase of vehicles. The symbol of the product and its
advertisement created by the advertising team powerfully creates the
customers intentions to buy the vehicles. The data will be composed
through questionnaires first and secondly it will be collected through
Internet & other research papers

The goal of the paper is to see the impact of e-advertising on buying

decision. This analysis will be based on a study which will involve
200 respondents.
1.1 CONCEPTUAL FRAMEWORK

E- Advertising –

E-advertisement is also known as Internet advertising, which uses the

internet to bring promotional marketing communications to the
consumers. It consists of email marketing, media marketing, social
media marketing, search engine marketing and other kinds of display
advertisement such as web banner advertising, & mobile advertising.
Online advertisement commonly involves the publisher as well as
who assimilates advertisements to the online content & the advertiser
who give the advertisements to be shown on the publisher’s content

The marketing & advertising which routines the internet to give

promotional marketing communications to the customers are Online
Marketing, Internet Marketing, Digital Advertising & Web
Advertising.

The different types of internet marketing are

 Search Engine Marketing (SEM)

 Pay per click or pay per cell (PPC)
 Influencer Marketing
  Social Media Marketing
 E-mail Marketing
 Content Marketing

These are the huge ways on the internet to fascinate the clients& to
deliver the communication& to hold the extreme attention from the
clients because the online advertising is influencing clients from
different ways so they can’t escape every way.
Purchasing Decision

There are three ways of analyzing customer purchase decision as

studied by Prof. Srishti Joshi 2012 in her research paper.

Economical Model–These models are mostly quantitative in nature

& are created on the expectations of wisdom and seamless
knowledge. The consumer is observed to increase their consumption
of the products.

Psychological Model- These models are concentrated on cognitive &

psychological processes like need recognition& motivation. These are
qualitative in nature unlike quantitative &shape sociological factors
like cultural effects and family effects.

Consumer Behavioral Model- These are everyday models used by

marketers. It is the combination of both economical and psychological
models.

E-Advertisements have played a dynamic role in purchasing decision.

From e-advertisement, customers got to know about the product, its
uses, advantages, accessibility, and brand name of products. At the
phase of purchasing a product, they keep in mind the advertisement &
then they make their decisions to purchase.
1.2 LITERATURE REVIEW

Ramzan Asama(2019), research findings show that there is a

significant connection between printed advertisements and consumer
purchase decision as she conducted her researchon “Impact of Media
Advertisements on Consumer Behavior” Hence, it's recommended
that one decent advertisement is enough to attract consumers .

In her study, she states that TV and Internet Advertisements affects

AWR,INT,CON stages of consumer behavior . To influence the
buyer, it's important that advertisement to be clear, truthful assist the
relevant knowledge to the customers. Her research paper was
published by Journal of Creative communications.
B. A. Chukwu, E. C. Kanu& A.N. Azalogue (2019), according to
its result, it shows overall positive result. Positive relationship also
exists amongst the experimental variable environmental answers
towards the variable which is consumer buying behavior. These 3
researchers conducted their study on “The Impact of Advertising on
Consumers Buying Behavior”. In their research they found positive
relationship amongst the dependent & independent variables. Further,
their study suggest that environmental aspect is equally to blame for
consumer’s purchase decision

Rajeswari Neupane(2019), this research was done on “Advertising

and its effects on Consumer behavior in Kathmandu valley” mainly
done to know the purchasing decisions of consumer in Kathmandu
valley. In this study he considered various factors like advertisement,
consumer behavior, radio, television & newspaper. And it further
states that mostly customers like to prefer TV advertisements & are
found more popular comparatively to radio, print &other media. This
research paper was published by NCC Journal., Vol 4.
R. Sunderaraj (2018), results suggests that there's no significant
relationship between age and level of impact, it shows that impact of
advertisements is same at the numerous age level of the scholars.
Hence, it's recommended that one good advertisement is enough to
attract customers in their people. In his study, he states that the part
of advertisement is extremely much significant in employing the
buying behavior of the consumers, because it is that the source
through which company saves time & cost. It brings form of products
at one platform so, those customers can have number of choices of
their desired product & can make purchase decision accordingly. To
influence the buyer, it's important that advertisement should be
honest, truthful and serve the psychological knowledgeable needs of
the consumers.
Amandeep , Dr. Seema Varshney, Syed A ulia, .(2017) these
researchers conducted their study on “The Impact Advertising on
Consumer Purchase Decision with reference to Consumer Durable
Goods in Oman”. In there research they found a positive relationship
between the attractive advertisement & purchase decision of
consumer and purchase decision and ad persuasiveness. In there study
further they also found that , four factors that are Ad recall, Ad
persuasiveness,assertivenessto ad and Ad appeal contribute
expressively to Ad efficiency and other is Ad persuasiveness and Ad
Appeal contribute deeply to purchase decision. There research paper
is published by International Journal of Managerial Studies and
Research, Volume 5.

Rekha Dahiya & Gayatri (2017), the researchers conducted their

study on “Digital marketing communication and consumer buying
decision process: An empirical study in the Indian passenger car
market. In their research they found that digital marketing
communication is skilled to triggerthe need credit in huge
participation product categories like car. Consumer feel confident
towards digital communication, get affected from different customer
reviews and express their after purchase feeling over digital platforms.
There research paper is published in Journal of Global marketing.
Tashrifa Haider &Shadman Shakib (2017),study suggests that
there's positive influence of all variables on consumer purchasing
behavior. It suggests that advertisement of course affect the
purchasing behavior of customers. Advertisement is seen to possess
the smallest amount impact. It implies that people’s want to belong to
a particular group occasionally makes people purchase a product.
Their research was a study on the “impact of advertisement on
consumer buying behavior”.

Kunal Kumar Sinha, Sandeep Nath Sadao &Abhay Ranjan

Shrivastava (2016).These researchers conducted their study on
“Effect of Digital Advertising and Marketing on Consumers Attitude
in Automobile Sector”. Based on their study their findings were
Digital channel offer contents to consumers and specialists reviews,
Customer trust that digital advertising is receptive and eye-catching
in nature,
Consumers are able to take

knowledgeable decisionsby the digital advertising& marketing.

Their paper was published in International Journal of Marketing and
Business Communication volume 5, Issue 1.
Prof. A. U. Khandare& Prof. P. B. Suryavanshi (2016), in their
research, they said that e-advertisement had inclined purchase
decision of the consumers to a common extent. Instead of that, they
declared E- advertisement is a main factor for the acquisition decision
of customers. They also consider that there would be a communication
between the consumers & the intermediaries from whom they buy the
products. The conclusion of the survey says that there's a big
relationship between the acquisition decision of the consumer & e-
advertisement. It's important to identify the buyer behavior. Their
survey also concludes that E- advertisement has important
relationship with purchase decision of the buyer. They more add that
E- advertisement underwrites most to the buyer behavior.

Sumathi& Dr. Mustier Begum (2016), the two researchers in their

study found that customers demand for various commodities are
supported their tastes and preferences. Awareness a few products is
that the key factor to influence consumer’s purchase of the identical to
a good extent. Other factors that influences one’s taste and preference
for a product are psychological and environmental aspects.
Advertisements, hence, play a major role in influencing the taste and
preference of consumers’ choice. Consumers are known to be rational
with reference to their purchases, desirous to maximize their
satisfaction when it involves goods. A consumer will therefore not
purchase a commodity whose price is above the extra satisfaction that
he derives from the nice.
 Mrs. K.R. Mahalaxmi and P. Ranjith(2016), they have done their
study on “ A study onimpact of Digital marketing in customer
purchase decision in Trichy’’ to find out the digital advertisement
impact on customer behavior of Trichy. They have taken various
factors like customer purchase behavior, digital channels, digital
marketing and analyze them. They found that people are aware of
digital channels in spite of their educational qualification and the
customer prefer digital channels to buy any sort of products. It also
states that digital channel always do not change opinion of customer
towards purchasing a product. There
research paper was published by International Journal for Innovative
Research in Science & Technology. Vol 2
Jeny Gabriel K.(PHD), Soyoy Kolapo M.(2015), these two
researchers have done their study and found that there is a significant
relationship between online marketing and consumer purchase
decision in Nigerian firms. They conducted there study on “Online
Marketing And Consumer Purchase Behavior: A Study Of Nigerian
Firms’ ‘mainly done on Nigerian firms. In there further study they
found that there is significant relationship between consumer purchase
decision and infrastructure for internet. They also states that there is
significant relationship between consumer purchase decision and
internet security. They basically done there study to know the impact
of online marketing on consumer purchase decision or consumer
behavior. There research papers have been published by European
Centre for Research Training And Development., Vol 3.
Ebru Tenginkai, Dilys Canard (2014),In their research, they said
that due to increase in digital advertisement are not like in keeping
with them newspaper & television advertisements are wont to be the
most powerful mediums to reach consumer but in this new era of
internet and digitalization changes mediums to influence consumers
and increase their purchase intention. They also states that digital
advertising is that the important tool which can be easily reach to
consumers and also provide information anytime & anywhere.

Dr. Deepa Inga vale (2013), in her study she concluded that, the
youth get information about different products mainly from television,
newspapers & advertisements. As these are the visual media, people
are likely to believe more on these. Majority of the youth make
purchases after watching television advertisement, as they easily
believe on that & are influenced also. She also found significant
relationship between the exposure to the media and recall of
advertisement at the time of purchase. As advertisement provides the
data to the shoppers, it helps to require better decisions and helps to
enhance standards of living. Thus from the research study it may be
concluded that advertisement influence on the acquisition decision
of youth for commodity.
Shahram Giannina, Dr. Mohammad Taleghani, HoumanKarimi
(2013). In their study on “Internet Advertising and Consumer
Behavior in the Purchase of Products” they found that evolvement of
commercial advertising which attract the audience to buy the product
with different ways. Successful advertising and marketing strategies is
an understanding of consumer behavior. There Paper was published in
Journal of Research and Development Vol 1. No. 1.

Prof. Srishti Joshi (2012),according to Prof. Srishti Joshi, in her

research she found that ‘awareness’ is the important factor that
influences the “impact of e-advertising on purchasing decision”.
Fashion, variety, impulse buying & suitability are the opposite factors
where awareness can be made through e-advertising. E-advertising
will increase the chances of buying the product by the customer.
Further in their study she found that olie advertisementsshould be
more promoted. Some discounts and allowances are forms of sales
promotion which helps in increasing the sale of a product. In addition,
she also states that more tie-ups with the social networking sites are
should be done as online advertisement thought to be much effective
promotional tool.
Yet M. Lim &Teck-Chai Lau (2011), says in their study that, they
focused to look at what may be the possible effect of online
advertising on purchase decision of the consumer behavior. They
were examining what will be the relationship between both the
variable of the study and, soon they got the results of their experiment
done by them & they found there's a positive relationship between the
net advertising & consumer’s purchase decision. Further the also
tested there experiment on Malaysian consumers & find that they're
quite reactive to Internet advertising and have a positive attitude
towards it.
1.3 RATIONALE OF THE STUDY

The study’s purpose is to know impact of e-advertising on customer

purchase decision for Automobile products. Another reason is to
understand whether it is a positive or negative impact of e-advertising
on customer purchase decision. Many researchers have shown in their
study, that e-advertising might be a source to influence consumers
purchase decision. This

study will allow us to know the behavior of costumer’s purchase on

automobile products after watching online advertisements.
1.4OBJECTIVE OF THE STUDY

To find the impact of e-advertising on consumer purchase decision.

1.5HYPOTHESIS OF THE STUDY

H01- There is no significant impact of e-advertisement on consumer purchase
decision.

1.6STUDY MODEL
Independent VariableDependent Variable

E-ADVERTISING PURCHASE DECISION

CHAPTER-2
2. RESEARCH METHODOLOGY

The Study: The study was Exploratory in nature.

THE SAMPLE DESIGN

1. POPULATION: Population using online platform

2. SAMPLE SIZE:200 Respondents.

3. SAMPLE LOCATION: Gwalior

4. SAMPLING ELEMENTS: Students, Teachers, Businessmen,

Employees

5. SAMPLING TECHNIQUE: Non-probability technique will

be used
 2.1 TOOLS FOR DATA COLLECTION

Standardized questionnaire on “Impact of E-Advertising on Consumer

Decision: Cosmetic Purchase” based upon Srishti Joshi (2012) was
used for data collection. Data was collected on a scale of 1-5, where 1
indicate strongly disagree & 5 indicate strongly agree.

2.2 TOOLS FOR DATA ANALYSIS

Reliability- Cronbach’s alpha reliability test was accustomed analyze

the reliability of the questionnaire. Item to item correlation &
questionnaire having low correlation with other questionnaire were
dropped from further study.

Factor Analysis- Principal Component correlational analysis with

Varimax Rotation was applied to spot the underlying factors of the
questionnaire.

Regression- Linear regression was applied to live the impact of e-

advertisement dimensions on purchase decision.
CHAPTER-3
RESULT AND DISCUSSION

1) Factor Analysis
Factor Analysis was carried out by using SPSS software and the
factor test measures are given below. Factor analysis is a technique
that is used to reduce a large number of variables into fewer numbers
of factors. This technique extracts maximum common variance from
all variables and puts them into a common score. As an index of all
variables, we can use this score for further analysis.

Advertisement

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling
Adequacy. .748

Bartlett's Test of Approx. Chi-Square 431.065

Sphericity
Df 36

Sig. .000

The table shows two tests that indicates the suitability of our data for
structure detection. The KMO (Kaiser-Meyer-Olkin) measure of
sampling Adequacy is a statistic that indicates the proportion of
variance caused by underlying factor. High value (close to 1.0)
generally indicates that a factor analysis may be useful with our data.
The result of the factor analysis is not more than 0.70 so this is not
acceptable. The value here is 0.748 which is above than the standard
value.

Description of Factor
Statements in Variable emerged as univariate factor; therefore, the
description is not presented for the sake of repetition.
Purchase Decision

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .849

Bartlett's Test of Approx. Chi-Square 802.671

Sphericity
Df 45

Sig. .000

The table show to test that indicates the suitability of our data for
structure detection. The KMO (Kaiser-Meyer-Olkin) measure of
sampling Adequacy is a statistic that indicates the proportion of
variance caused by underlying factor. High value (closed to 1.0)
generally indicates that a factor analysis may be useful with our data.
The result of the factor analysis is not more than 0.80 so this is not
acceptable. The value here is 0.849 which is above than the standard
value.

Description of factor
Statements in Variable emerged as univariate factor; therefore, the
description is not presented for the sake of repetition.
 3.3Regression Analysis

 Linear Regression: Impact of E-Advertising on Consumer

Purchase Decision: Automobile Industry
Linear regression was applied taken E-Advertisement as an
independent variable and Purchase Decision as a dependent variable.

Where y = Purchase Decision which was taken as

dependent variable X= E-Advertisement was taken as

independent variable
 Model Summary
Adjusted R Std. Error of
Model R R Square Square the Durbin-
Estimate Watson
1 .819 .671 .669 4.4323 1.815
a
3
a. Predictors: (Constant), E-Advertisement
b. Dependent Variable: Purchase Decision

a. Predictors: (Constant), E-Advertisement

b. Depandent Variable: Purchase Decision

The above obtained results show that the model is a relatively

good one having 70% (Adjusted R2) of the data being explained by
the regression equation.
 ANOVAa
Model Sum df Mean F Sig.
of Square
Square
s
1 Regression 8854.277 1 8854.277 450.7 .000
0 b
2
Residual 4341.661 221 19.646
Total 13195.937 222
a. Dependent Variable: Purchase Decision
b. Predictors: (Constant), E-Advertisement

Model having E-Advertisement as independent variable and Purchase

Decision as dependent variable was having good fit checked through
F
-test value from table which was 450.702 significant at 0.000. Since
the result shows that the significance level of 5%, the null hypothesis
is rejected and the alternate hypothesis is accepted.

Coefficients
Model Standardiz
Unstandardized e
Coefficients d
Coefficien t Sig.
ts
B Std. Error Beta
1 (Constant 2.708 1.446 1.873 .062
)
.819
ETOTAL .922 .043 21.230 .000
a. Dependent Variable: Purchase decision

Y= a+bx

Y= 2.708+.922(0.43)

The coefficient table indicated that there was significant effect of e-

advertisement on consumer purchase decision beta having value 0.840
tested through t test value 21.230 which significant at 0.000.
Therefore, the null hypothesis H01 is rejected.
.
.

4. Findings

The study found that the advantage of E- advertisements spread the

awareness made up our minds by providing the information about the
present platforms of advertisements and time spend on these media.
On average, if we calculate no of hour spent by an individual is
nearby four hours on the net during his free time than that of TV and
flicks and print medium and thus the reach of internet medium is way
better than that of other media. The growing percentage indicates that
they were made aware of existence of different products through e-
advertisements and it absolutely was effective in creating awareness.
The study also confirmed that e-advertisement has substantial
relationship with purchasing decision & has a positive relationship
between e-advertisement and purchase decision.
CHAPTER-4
 [Link] & Suggestions

The study found that the authenticity of e-advertisement is low

and thus gives the suggestion that the management of
organizations using internet advertisements should provide unique
and better experience to their customers, regular customer analysis to
deliver their personal experience to the company. The study ascertain
that there's positive relationship between e-advertisement and
consumer purchase decision and further suggested that organization
should conduct a research on different markets in various countries in
order to ensure that the net advertisement initiatives being executed
suits the targeted market to increase the sale of product. The study
found that e-advertisement is effective in reach and creation of
awareness and also endorse that the businesses should invest more in
E- advertisement to enlarge their market share and also supply
product information.
Chapter 5
5. Summary

The study has been divided in sixth chapters; the first chapter of the
study is Introduction, which divided into four sub-parts Conceptual
framework, Review of literature, Rationale and Objectives. In
conceptual framework all definitions and introduction about the topic
and its variables are written. In review of literature, all research
related to the study is written which is done previously. Rationale
helps to understand the need and importance of the study. Then next
part is Objectives which includes all the objectives of this research.

Second chapter is Research methodology, which includes the

framework in which the research is being conducted. This part
included the nature of the research population, sample design, tools
used for data collection and tools used for data evaluation.

Third chapter is Results and Discussions in this chapter the results of

different tests are included. Different tests were applied on the data
which was collected through questionnaire such as factor analysis was
applied to find out the underlying factors of the questionnaire. Simple
linear regression was applied to find the impact of independent
variables i.e. E- Advertisement on dependent variable i.e. Purchase
Decision. Then the results were interpreted.

Fourth chapter of study is Implications and Suggestions. The

implication part includes the applicability part of the study and
suggestions include suggestion regarding further improvements in the
study that can be made to improve the study further.
Fifth chapter includes the Summary of report. And sixth chapter
includes the Conclusions and in the end References and Annexure
CHAPTER-6
. Conclusion

The objective of the study was to work out the “Impact Of E-

Advertisement On Consumer Purchase Decision” by employing a
sample of varied on line users. E-Advertisement was effective in
providing higher reach and creation of awareness. After analysis of
the study findings, it can be conclude that the impact of e-
advertisement on reach and creation of awareness was determine by
the amount of information about the prevailing platform of e-
advertisement adopted by various company in India and time spend
and on various media. Internet ad was effective in providing higher
reach and creation of awareness. The study concludes that e-
advertising influenced purchase decision of the consumers to a
greater extent.
CHAPTER-7
REFERENCES

 Sama R. (2019). Impact of Media Advertisements on

Connsumer Behavior. Journal of creative communications.

 Chukwu, B. A., Kanu, E. C., &Ezeabogu, A. N. (2018). THE

IMPACT OF ADVERTISING ON CONSUMERS BUYING
BEHAVIOUR. International Journal of Arts and Commerce,
8(1), 1-15.

 Nepuane R. (2019). Advertising and its effects on consumer

behavior in Kathmandu Valley. NCC Journal volume 4.

 Sunderaraj, R.(2018). Impact Of Advertisement On Buying

Behavior Of Consumers In Sivakasi.

 Amandeep, Varshney S., Aulia S. (2017). The Impact of

Advertising on Consumer Purchase Decision with Reference to
Consumer Durable Goods in Oman. International Journal of
Managerial Studies and Research(IJMSR)Vol.5

 Haider, T., &Shakib, S. (2018). A Study On The Influences of

Advertisement On Consumer Buying Behavior. Business
Studies Journal.

 Dahiya R., Gayatri. (2017). Digital marketing communication

and consumer buying decision process : An empirical study in
the indian passenger car market. Journal of Global Marketing.
 Sinha K.K., Shrivastava A. R., Sahdeo S.N. (2016). Effect of
Digital Advertising and Marketing on Consumers Attitude in
Automobile Sector. International Journal of Marketing and
Business Communication volume 5, Issue 1.

 Khandare, A. U., &Suryawanshi, P. B. (2016). Studying the

Impact of Internet Advertising On Consumer Buying Behavior.
We'Ken-International Journal of Basic and Applied Sciences,
28- 33.
 Sumathi& Begum, M., D. (2016) Impact Of Advertisements On
Consumer Behaviour Of Cosmetic Products. International
Journal of Scientific Research and Modern Education (IJSRME)
ISSN (Online): 2455 – 5630 ([Link])
Volume I, Issue I, 2016.

 Mahalaxmi K.R., Ranjith P. (2016). A Study on Impact of

Digital Marketing in Customer Purchase Decision in Trichy.
International Journal for Innovative Research in Science and
Technology, Vol 2.

 Gabriel J., Soyoye K., M. Kolapo. (2015). Online Marketing

And Consumer Purchase Behavior: A study Of Nigerian Firms.
European Centre For Research Training and Development UK .
VOL 3.

 Enginkayaa, E., &Cinarb, D. (2014, July). The Impact of Digital

Advertising on Consumer Purchase Decisions. In Business and
Economics Conference: Volume 2.

 Ingavale, D. (2013). An impact of advertisements on purchase

decision of youth with reference to consumer goods. Advances
in management, 3(1), 18-22.

 Gilanina S., Taleghani M., Karimi H. (2013). Internet

Advertising and Consumer Behavior in the Purchase of
Products. Journal of Research and Development Vol 1. No. 1.

 Joshi, S. (2012). Impact of E-Advertising on Customer

Purchase Decision. International Journal of Management
Prudence, 4(2), 7.
 Lim, Y., & Lau, T. (2011). The effectiveness of online
advertising in purchase decision: Liking, recall and click.
Australian Journal of Basic and Applied Sciences, 5(9),
1517-152
ANNEXURES
 QUESTIONNAIRE

1. Name:
2. Age:
3. Occupation:
4. Gender:

Scale: - 5-Strongly Agree 4-Agree 3-Uncertain 2-Disagree 1-Strongly

Disagree

S. Questions Response
No

Section A: - E-advertising 1 2 3 4 5

1 E-advertising provides useful information.

2 In E-advertising, I care more about the
information that ad provides the size of ads
does not matter.
3 E-advertising, I think the advertisements are
true.
4 By E-advertising, I can get idea about products
that suites me from ads.
5 Web advertisements make me feel good.
6 I usually pay attention on web ads.
7 Many hours do you spend on browsing?
8 You are aware of E-Advertising.
9 Does E-Advertising interfere in your work
while browsing?
10 Have you made any purchases after seeing
these advertisements?
 1 2 3 4 5
SECTION B: - PURCHASE DECISION
I prefer browsing picture web ads rather than text product
Discretion.
Big banner advertising attracts more me than small size
Banner
I prefer web ad that use real life picture to get my
attention.
When I see something new promoted on the website by
my frequently visit, I prefer to buy it to see what it is like.
I often purchase products suggested online.

I prefer web ads that directly lead me to products that are

on sale.
E-advertising assists me to make purchase decision.

I buy products that are advertised online.

E-advertising encouraged me to buy a new product that

had not planned earlier.
I can make my own purchase decision while I purchase
online.
. Factor Analysis
Scale: Individual Variable

a.) E-Advertisement

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .748

Bartlett's Test of Approx. Chi-Square 431.065
Sphericity
Df 36
Sig. .000

Total Variance Explained

Compon Extraction Sums of Rotation Sums of

e nt Initial Eigenvalues Squared Squared
Loadings Loadings
% of Cumulativ % of Cumulativ % of Cumulativ
e e e
Total Variance Total Variance Total Variance
% % %
1 3.049 33.876 33.876 3.049 33.876 33.876 2.278 25.311 25.311
2 1.416 15.728 49.605 1.416 15.728 49.605 1.884 20.928 46.239

3 1.056 11.732 61.337 1.056 11.732 61.337 1.359 15.098 61.337

4 .842 9.354 70.690

.706 7.840 78.530

dim ension0

5
6 .591 6.566 85.096

7 .530 5.890 90.986

8 .438 4.863 95.849
9 .374 4.151 100.000

Extraction Method: Principal Component Analysis.

 Rotated Component Matrixa

Component

1 2 3

VAR00009 .771 .229 .072

VAR00007 .758 .157 -.185
VAR00010 .744 .023 .278
VAR00011 .576 .083 .166
VAR00013 -.022 .808 -.025
VAR00008 .280 .712 .088
VAR00006 .307 .556 .135
VAR00014 .219 .005 .878
VAR00012 -.051 .573 .646

Extraction Method: Principal

Component Analysis. Rotation
Method: Varimax with Kaiser
Normalization.
a. Rotation converged in 5 iterations.
 Component Matrixa

Component

1 2 3

VAR00009 .721 -.356 -.081

VAR00010 .655 -.402 .201
VAR00008 .651 .298 -.285
VAR00006 .597 .194 -.168
VAR00007 .575 -.480 -.268
VAR00011 .527 -.286 .080
VAR00012 .531 .622 .281
VAR00013 .446 .529 -.419
VAR00014 .481 .147 .753

Extraction Method: Principal Component Analysis.

a. 3 components extracted.

b.) Purchase Decision

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .849

Bartlett's Test of Approx. Chi-Square 802.671
Sphericity
df 45
Sig. .000

Total Variance Explained

Componen Rotation Sums of Squared

t Initial Eigenvalues Extraction Sums of Squared Loadings
Loadings

% of % of % of Cumul
Total Variance Cumulative % Total Variance Cumulative % Total Variance a tive
%
1 4.391 43.909 43.909 4.391 43.909 43.909 2.991 29.911 29.911
2 1.304 13.039 56.948 1.304 13.039 56.948 2.704 27.037 56.948
3 .872 8.724 65.672

4 .737 7.373 73.045

5 .624 6.239 79.284

6 .582 5.821 85.105

7 .423 4.235 89.340

8 .387 3.865 93.205

9 .367 3.675 96.880
10 .312 3.120 100.000
 Total Variance Explained
Componen Rotation Sums of Squared
t Initial Eigenvalues Extraction Sums of Squared Loadings
Loadings
% of % of % of Cumul
a
Total Variance Cumulative % Total Variance Cumulative % Total Variance
tive
%
1 4.391 43.909 43.909 4.391 43.909 43.909 2.991 29.911 29.911
2 1.304 13.039 56.948 1.304 13.039 56.948 2.704 27.037 56.948

3 .872 8.724 65.672

4 .737 7.373 73.045

5 .624 6.239 79.284

6 .582 5.821 85.105

7 .423 4.235 89.340

8 .387 3.865 93.205

9 .367 3.675 96.880

10 .312 3.120 100.000

Extraction Method: Principal Component Analysis.

 Component Matrixa

Component

1 2

VAR00022 .770 -.096

VAR00024 .757 -.243
VAR00021 .690 .298
VAR00017 .684 -.265
VAR00018 .678 -.363
VAR00020 .661 .392
VAR00023 .640 .394
VAR00019 .596 .551
VAR00016 .552 -.071
VAR00025 .560 -.572

Extraction Method: Principal

Component Analysis.
a. 2 components extracted.

Rotated Component Matrixa

Component

1 2

VAR00025 .799 -.046

VAR00018 .746 .188
VAR00024 .723 .330
VAR00017 .684 .265
VAR00022 .634 .447
VAR00016 .456 .320
VAR00019 .069 .809
VAR00020 .225 .735
VAR00023 .208 .722
VAR00021 .310 .685

Extraction Method: Principal

Component Analysis.
Rotation Method: Varimax with Kaiser
Normalization.
a. Rotation converged in 3 iterations.
 Regression
Scale: All Variables

Variables Entered/Removedb

Model Variable Variable

s s Method
Entere Remove
d d

1 ETOTALa Enter
.

a. All requested variables entered.

b. Dependent Variable: PTOTAL

Model Summaryb

Model Change Statistics Durbin

-
Adjusted Std. Error R Sig. F Watso
R R Square R of the Square F Change df1 df2 Chang n
Square Estimate Chang e
e

1 .819a .671 .669 4.43233 .671 450.702 1 221 .000 1.815

a. Predictors: (Constant), ETOTAL

 Model Summaryb

Model Change Statistics Durbin

-
Adjusted Std. Error R Sig. F Watso n
R R Square R of the Square F Change df1 df2 Chang
Square Estimate Chang e
e
1 .819a .671 .669 4.43233 .671 450.702 1 221 .000 1.815

a. Predictors: (Constant), ETOTAL

b. Dependent Variable: PTOTAL

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 8854.277 1 8854.277 450.702 .000a

Residual 4341.661 221 19.646
Total 13195.937 222
a. Predictors: (Constant), ETOTAL
b. Dependent Variable: PTOTAL

Coefficientsa

Model Standardiz
Unstandardized Coefficients ed
Coefficien t Sig.
ts
B Std. Error Beta
1 (Constant) 2.708 1.446 1.873 .062
ETOTAL .922 .043 .819 21.230 .000

a. Dependent Variable: PTOTAL

 Residuals Statisticsa

Minimum Maximum Mean Std. Deviation N

Predicted Value 13.7687 48.7944 32.7489 6.31539 223

Residual -16.67290 10.56191 .00000 4.42233 223
Std. Predicted Value -3.005 2.541 .000 1.000 223
Std. Residual -3.762 2.383 .000 .998 223

a. Dependent Variable: PTOTAL

Charts