CHAPTER -1

INTRODUCTION

1.1 INTRODUCTION

In the contemporary digital era, online advertising has become a ubiquitous presence, profoundly

influencing consumer behaviour across various demographics. Among these, college students

represent a particularly intriguing group due to their unique blend of tech-savviness, disposable

income, and susceptibility to marketing influences. This introduction aims to provide an overview of

the significant impact that online advertising exerts on the buying behaviour of college students

regarding FMCG products.

Firstly, it's essential to recognize the omnipresence of online advertising in the daily lives of college

students. With the rise of social media platforms, search engines, and targeted advertising algorithms,

students are constantly exposed to a plethora of promotional content tailored to their interests,

preferences, and online behaviour. Whether it's sponsored posts on Instagram, targeted ads on

Facebook, or product placements in YouTube videos, online advertising permeates every digital

interaction, shaping students' perceptions, preferences, and purchasing decisions.

One of the most compelling aspects of online advertising's influence on college students' buying

behaviour lies in its ability to create personalized and immersive brand experiences. Through advanced

targeting techniques and data analytics, advertisers can tailor their messages to resonate with the

aspirations, values, and lifestyle choices of college students, fostering a sense of connection and

relevance. Whether it's through interactive ads, personalized recommendations, or user-generated

content, online advertisements often craft compelling narratives that resonate with students on a

personal level, influencing their brand perceptions and purchase intentions.

Moreover, the convenience and accessibility of online shopping platforms have transformed the way

college students engage with consumer goods and services. With just a few clicks, students can browse

through a vast array of products, compare prices, read reviews, and make purchases— all from the

comfort of their dorm rooms or lecture halls. This seamless shopping experience not only fosters

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impulsive buying behaviour but also reinforces the notion of instant gratification, as students seek to

fulfil their desires and aspirations with the click of a button.

Furthermore, online advertising plays a pivotal role in shaping the way college students perceive

themselves and their social identities. Brands leverage various strategies, including influencer

marketing, aspirational messaging, and social proof, to create a sense of belonging and social

validation around their products or services. By associating their brands with desirable attributes such

as success, popularity, and social acceptance, advertisers appeal to students' innate desires for social

recognition and status, influencing their brand preferences and purchase behaviour in the process.

Online buying of FMCG (Fast Moving Consumer Goods) products offers convenience, extensive

variety, and time-saving benefits. Consumers can easily browse, compare prices, and order everyday

essentials from the comfort of their homes. However, it's crucial to be cautious about product quality,

check reviews, and ensure the credibility of the online platform to ensure a satisfying shopping

experience

In conclusion, the influence of online advertising on the buying behaviour of college students is

undeniable and multifaceted. From shaping brand perceptions and purchase intentions to redefining the

shopping experience itself, online advertising exerts a pervasive and transformative influence on this

demographic. As such, it is imperative for marketers, educators, policymakers, and researchers alike to

understand and address the implications of this phenomenon in order to promote responsible

consumption and empower college students to make informed buying decisions in the digital age.

1.2 STATEMENT OF THE PROBLEM

The pervasive influence of online advertising on the buying behaviour of college students regarding

FMCG products poses a multifaceted challenge that warrants careful examination. Firstly, the sheer

ubiquity of online advertisements across various digital platforms inundates college students with a

constant stream of promotional content, blurring the lines between authentic communication and

commercial persuasion. As students navigate social media feeds, search engine results, and e-

commerce websites, they are bombarded with targeted ads tailored to their interests, preferences, and

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online behaviour. This saturation of advertising raises concerns about the extent to which college

students are able to discern between informative content and persuasive messaging, as well as the

potential impact of repeated exposure to advertising on their purchasing decisions and consumer

preferences.

Furthermore, the personalized and immersive nature of online advertising presents ethical dilemmas

related to consumer autonomy, privacy, and vulnerability among college students. Advertisers leverage

sophisticated targeting techniques and data analytics to craft personalized brand experiences that

resonate with students on a personal level, often tapping into their aspirations, values, and social

identities. This raises questions about the extent to which students are aware of and able to critically

evaluate the persuasive tactics employed by online advertisers, as well as the implications of such

tactics on their financial well-being, social relationships, and overall consumer behaviour. As college

students navigate the digital landscape, it is imperative to understand the ethical dimensions of online

advertising and its impact on consumer welfare in order to promote responsible consumption and

empower students to make informed buying decisions in the digital age.

1.3 RESEARCH QUESTIONS

1. How does online advertising of FMCG products affects the buying behaviour of college

students?

2. What types of online advertisements are perceived as most influential by college students?

3. What factors influence college student’s decision-making process when purchasing FMCG

products influenced by online advertisements?

1.4 OBJECTIVES

1. To examine the influence of online advertisements on the buying behaviour of college

students.

2. To identify the types of online advertisements that college students find most influential.

3. To understand the factors that influence college students’ decision making process when

making FMCG purchases influenced by online advertisements.

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1.5 SIGNIFICANCE OF STUDY

The significance of the study lies in its potential to shed light on the profound impact of online

advertising on the buying behaviour of college students regarding the purchase of FMCG products, a

demographic known for its susceptibility to marketing influences and evolving consumer preferences.

By examining the influence of online advertisements on college students' buying behaviour, this study

aims to contribute valuable insights to academia, industry, and policymakers.

Firstly, understanding the influence of online advertisements on college students' buying behaviour can

provide marketers and advertisers with valuable insights into effective targeting strategies, messaging

tactics, and content formats that resonate with this demographic. By identifying the types of online

advertisements that college students find most influential, advertisers can optimize their marketing

efforts to better engage and connect with their target audience, ultimately leading to more effective

advertising campaigns and increased brand awareness.

Secondly, this study can inform educational institutions and policymakers about the potential

implications of online advertising on college students' consumer behaviour, financial literacy, and

digital citizenship. By understanding the factors that influence college students' decision-making

process when making purchases influenced by online advertisements, educators and policymakers can

develop initiatives and interventions to promote responsible consumption, critical media literacy, and

ethical advertising practices among college students, thereby empowering them to make informed

buying decisions in the digital age.

Overall, the significance of this study extends beyond the realm of marketing research to encompass

broader societal implications related to consumer welfare, digital literacy, and ethical advertising

practices. By addressing these critical issues, this study seeks to contribute to a more comprehensive

understanding of the influence of online advertising on college students' buying behaviour and pave

the way for future research and interventions aimed at promoting responsible consumer behaviour and

digital citizenship among college students.

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1.6 SCOPE OF THE STUDY

1. The study will encompass various types of online advertisements, including but not limited to

display ads, social media ads, influencer marketing, sponsored content, and targeted

promotions. By examining a broad range of advertising formats, the study aims to capture the

full spectrum of online advertising of FMCG products that influences on college students’

buying behaviour.

2. The study will investigate college students’ buying behaviour in the context of online

advertising, including their purchasing decisions, preferences, motivations, and patterns. This

will involve examining both online and offline purchase behaviours influenced by online

advertisements, as well as the factors that shape students’ decision-making processes.

3. The study will explore the factors that influence college students’ decision-making process

when making purchases influenced by online advertisements. This may include factors such as

perceived brand trustworthiness, product relevance, social influence, perceived value, and

personal preferences of various FMCG products.

4. While the study’s findings may be applicable to college students in various geographic

locations, the primary focus will be on students enrolled in colleges or universities within a

specific region or country. This may allow for a more targeted analysis of cultural, economic,

and regulatory factors that could influence the impact of online advertising on buying

behaviour.

5. The study will focus on the influence of online advertising on college students’ buying

behaviour within a defined time frame. This may include recent trends and developments in

online advertising practices, consumer behaviour, and digital technology, with a view to

providing timely and relevant insights for stakeholders.

6. The study may employ a combination of qualitative and quantitative research methods,

including surveys and data analysis. This interdisciplinary approach will allow for a

comprehensive exploration of the influence of online advertising on college students’ buying

behaviour from multiple perspectives

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 Overall, the scope of the study will encompass a focused investigation into the influence of

online advertisement on buying behaviour among college students, aiming to provide valuable insights

and recommendations for marketers, educators, policymakers, and researchers in the field.

1.7 RESEARCH METHODOLOGY

The study is analytical and descriptive. The primary data collection was conducted through survey

method using online Questionnaire. The secondary data was collected through journals, books, articles,

internet and previously published works of same nature.

1.7.1 SOURCE OF DATA

Primary data- The primary data were collected through organised questionnaire from the people

residing in various parts of Thrissur.

Secondary data- The secondary data is collected through various journals, books, articles, internet and

previously published works of same nature,

1.7.2 SAMPLING TECHNIQUES

The population of the study includes UG and PG students from various Arts and Science Colleges in

Thrissur District. It means that the research or investigation is focused on individuals who are currently

enrolled in colleges. This population could vary in terms of age, background and academic interests,

but they share the commonality of being students pursuing a higher education at the college level.

The sample size for our study is 50. A sample size of 50 can provide a reasonable estimate of

population parameters, assuming the sample is selected randomly and is representative of the

population. It's important to consider the potential for sampling bias and ensure that the sample

adequately captures the variability present in the population to ensure the validity of any statistical

analyses or conclusions drawn from the data.

Convenience sampling is the sampling method used here. Convenience sampling is a non-probability

sampling method where participants are selected based on their availability and accessibility to the

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researcher, rather than through random selection. It's convenient for the researcher but may not

represent

the population accurately.

1.8 LIMITATIONS OF THE STUDY

1. Since participants are chosen based on their convenience, the sample may not be representative of

the population, leading to sampling bias.

2. Results obtained from convenience samples may not be generalizable to the broader population, as

certain groups may be overrepresented or underrepresented.

3. Since the sample is not randomly selected, it may be difficult for other researchers to replicate the

study and verify its findings.

4. There may be ethical concerns if certain groups are systematically excluded or included in

convenience sampling, leading to potential biases or unfair treatment.

5. Convenience sampling lacks the randomness of other sampling methods, which can undermine the

validity and reliability of the study's findings

6. It can be challenging to draw accurate conclusions about the population when using convenience

sampling, as the sample may not accurately reflect the characteristics of the population.

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 CHAPTER 2

REVIEW OF LITERATURE

Lot of study has been conducted in the area of influence of online advertisement in buying. The study

of Online Buying Behaviour has been one of the major research agendas in both Marketing Sciences

and Information Systems with the rapidly growing e-business. Out of the many researches in the

aforesaid related area, some of the pertinent literature related to this study is discussed here.

1. Monroe, K.B. (1990). Pricing: Making Profitable Decisions. New York: It is a valuable

resource that offers a comprehensive exploration of pricing strategies and techniques

employed by businesses. The book delves into various aspects of pricing, beginning with the

establishment of pricing objectives. Monroe emphasizes the importance of setting clear and

measurable pricing goals that align with the overall business strategy. By defining pricing

objectives, organizations can develop effective pricing strategies that drive profitability and

market success. An essential component of pricing is understanding consumer behavior, and

Monroe devotes considerable attention to this topic. The book delves into consumer

psychology, decision-making processes, and the factors that influence customer perceptions of

value. By comprehending consumer behavior, businesses can tailor their pricing strategies to

meet customer expectations and maximize revenue.

2. Nagle, T.T., Hogan, J.E., & Zale, J. (2016). The Strategy and Tactics of Pricing: A Guide to

Growing More Profitably. New York: Routledge. This book offers a practical guide to pricing

strategies and tactics. It covers areas such as pricing research, value-based pricing, price

discrimination, and pricing in competitive markets. One of the key areas covered in the book is

pricing research. Nagle, Hogan, and Zale emphasize the importance of conducting thorough

market research to understand customer preferences, perceptions of value, and price

sensitivity. The book explores various research methods and techniques that can be employed

to gather valuable insights, such as surveys, interviews, and conjoint analysis. By leveraging

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 pricing research, businesses can make informed decisions and develop pricing strategies that

resonate with their target market.

3. Simonson, I., & Tversky, A. (1992). Choice in context: Trade off contrast and extremeness

aversion. Journal of Marketing Research, 29(3), 281-295. This study examines how consumers

make choices in the context of pricing. It explores the influence of price presentation,

reference points, and the framing of options on consumer decision making. One key aspect

explored in the study is the influence of price presentation on consumer choices. Simonson

and Tversky examine how the way prices are presented can affect consumers' perceptions and

decisions. They investigate the phenomenon of trade-off contrast, which refers to the tendency

of consumers to evaluate prices relative to other available options. The study demonstrates that

when consumers are presented with a set of options with different prices, their choices are

influenced by the relative differences in prices rather than the absolute prices themselves. For

example, consumers are more likely to choose a higher-priced option when it is presented

alongside even higher-priced alternatives, as it appears relatively more attractive in

comparison.

4. 4. Rao, A.R., Qu, L., & Ruekert, R.W. (1999). Signalling unobservable product quality

through a brand ally. Journal of Marketing Research, 36(2), 258-268. This research

investigates how price can serve as a signal of product quality. It explores how consumers use

price information to infer the quality of a product or service. One of the key areas examined in

the research is the concept of signaling. Signaling theory suggests that firms can use

observable cues or signals to convey information about their products or services, especially

when the quality of a product is difficult for consumers to assess directly. In the context of

pricing, the study investigates how consumers interpret and use price as a signal of product

quality.

5. Broniarczyk, S.M., Hoyer, W.D., & McAlister, L. (1998). Consumers' perceptions of the

assortment offered in a grocery category: The impact of item reduction. Journal of Marketing

Research, 35(2), 166-176. This study examines the impact of price and assortment size on

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 consumer perceptions. It investigates how consumers evaluate the value and attractiveness of a

product category based on the available assortment and price range. One of the primary areas

examined in the study is the impact of assortment size on consumer perceptions. Assortment

size refers to the number of different product options available within a specific category. The

research findings suggest that consumers tend to associate larger assortment sizes with

increased value and attractiveness. A larger assortment is often perceived as offering greater

choice, variety, and the potential for finding products that better match individual preferences

and needs.

6. Grewal, D., Monroe, K.B., & Krishnan, R. (1998). The effects of price-comparison advertising

on buyers' perceptions of acquisition value, transaction value, and behavioural intentions.

Journal of Marketing, 62(2), 46-59. This research explores the effects of price-comparison

advertising on consumer perceptions and purchase intentions. It examines how consumers

evaluate the value of a product or service based on price comparisons with competitors. One of

the main areas examined in the research is the concept of price-comparison advertising. Price-

comparison advertising involves direct or indirect comparisons of a product's price with

competing offerings. The study explores how such advertising influences consumer

perceptions and decision-making processes.

7. 7. Winer, R.S. (1986). A reference price model of brand choice for frequently purchased

products. Journal of Consumer Research, 13(2), 250-256. This study proposes a reference

price model that explains how consumers make brand choices based on their reference prices.

It explores how consumers' perceptions of price fairness and value influence their brand

preferences. The study focuses on frequently purchased products, where consumers have prior

experience and knowledge about the price range of the product category. The reference price

is defined as the price that consumers consider reasonable or expected for a particular product.

According to the reference price model proposed by Winer, consumers evaluate the

attractiveness of a brand based on its price relative to their reference price.

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8. Huang, Y., & Sarigöllü, E. (2012). How brand awareness relates to market outcome, brand

equity, and the marketing mix. Journal of Business Research, 65(1), 92-99. This research

examines the relationship between brand awareness, price, and market outcomes. It

investigates how brand awareness influences consumers' price perceptions and purchase

behaviours. The research examines the impact of brand awareness on consumers' price

perceptions. Brand awareness refers to the extent to which consumers are familiar with a

particular brand and can recognize it when presented with various stimuli. The study

investigates how brand awareness affects consumers' perceptions of a brand's pricing strategy.

It suggests that higher levels of brand awareness can lead to more favorable price perceptions

among consumers. When consumers are more aware of a brand, they may perceive its prices

as more justified or reasonable compared to less-known brands.

9. Source et al. (2005) found that in the US, younger consumers conducted more online product

searches compared to older consumers, although they did not make more online purchases.

Younger consumers perceived online shopping as more convenient than older consumers.

Additionally, older consumers were more likely to purchase products online if they had

searched for them online. The study also noted that older consumers were more likely to make

online purchases if they had previously conducted online searches for the products they were

interested in. This suggests that online research plays a crucial role in influencing purchase

decisions among older demographics, possibly due to factors such as comparison shopping,

product information gathering, or trust-building through online reviews.

10. Xu and Paulins (2005) conducted a study in the US and discovered a strong relationship

between students' attitudes and intentions towards online shopping for apparel products. They

found that demographic variables such as internet usage, employment status, and car access

significantly influenced students' attitudes towards online apparel shopping. Furthermore,

students who browsed the internet more frequently had more favourable attitudes towards

online apparel shopping, and past online shopping experiences also influenced their attitudes.

One key observation was that students who engaged in more frequent internet browsing tended

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 to harbor more favorable attitudes towards online apparel shopping. This correlation suggests

that familiarity and comfort with online platforms play a crucial role in shaping individuals'

perceptions of online shopping, particularly among younger demographics such as students.

11. Lester et al. (2005) conducted a study in the US and identified several important reasons for

purchasing merchandise online, including the ability to find hard-to-find items, convenience of

shopping any time, competitive prices, ability to compare prices, secure sites, broad

assortment of merchandise, and privacy. Conversely, factors of least importance included

avoiding salespeople, tax-free items, and fun. The study also highlighted disadvantages such

as lack of security in transmitting credit card information, inability to try on merchandise,

hassle of returning merchandise, inability to see merchandise, high shipping costs, and slow

delivery times.

12. Cowart and Goldsmith (2007) conducted a study with 357 US college students and found

positive correlations between quality consciousness, brand consciousness, fashion

consciousness, hedonistic shopping, impulsiveness, brand loyalty, and online apparel

shopping. Price sensitivity, however, was negatively correlated with online spending. Quality

consciousness implies a preference for high-quality products, which may align with the

convenience and accessibility of online shopping for discerning consumers. Similarly, brand

consciousness and fashion consciousness indicate a strong affinity for branded and trendy

apparel, which can often be easily accessed and explored online.

13. Seock and Norton (2007) conducted a study in the US and discovered that product

information, customer service, and navigation factors were closely related and formed a well-

defined dimension representing students' perceptions of their favourite clothing websites.

These dimensions were predicted by the product information, navigation, and customer service

factors of general clothing website attributes. These dimensions were found to be influenced

by specific attributes related to general clothing website features, namely product information,

navigation, and customer service. This suggests that students' perceptions of their favorite

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 clothing websites are shaped by the effectiveness and quality of these fundamental website

elements.

14. Sinha (2010) conducted a study in India and indicated that socio-psychological factors and

infrastructure were influential factors in online shopping behaviour. Surprisingly, perceived

risk was not significant overall, but there was a significant difference at the gender level,

affecting male and female online behaviour differently. Socio-psychological factors

encompass aspects such as attitudes, beliefs, and perceptions that individuals hold towards

online shopping. These factors, influenced by cultural norms and personal experiences, play a

pivotal role in shaping consumer behavior in the digital marketplace.

15. Kiran et al. (2008) analysed trends in online shopping in India and noted a growing awareness

of obtaining more information through websites. While there is an increasing trend in using

the internet for booking tickets, purchasing books, and music, the transformation in India's

online shopping scene has been slow. However, there is a visible transition in the younger age

group (21-35 years) towards more responsive and interactive websites, providing opportunities

for customized products. Although the majority of internet users search for information on

various product categories online, a relatively smaller portion of them actually make purchases

online.

16. Mummalaneni and Meng (2009) conducted an exploratory study on young Chinese customers'

online shopping behaviours and service quality perceptions in China. They found that young

online consumers could be segmented based on their self-rated internet skills and perception of

challenges in online shopping. Among the dimensions of E-SQUAL (electronic service

quality), statistically significant differences were found in efficiency, system availability, and

fulfilment , but not in privacy. One of the key findings of the study was the identification of

different segments of young online consumers based on their self-rated internet skills and

perception of challenges in online shopping. This segmentation approach allowed the

researchers to gain insights into the diverse behaviors and attitudes of young Chinese

customers in the online shopping context.

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 CHAPTER 3

THEORETICAL FRAMEWORK

INTRODUCTION

3.1 ONLINE ADVERTISEMENT; AN OVERVIEW

Online advertising, also called online marketing or Internet advertising or web advertising, is a form of

marketing and advertising which uses the Internet to deliver promotional marketing messages to

consumers. Consumers view online advertising as an unwanted distraction with few benefits and have

increasingly turned to ad blocking for a variety of reasons. It includes email marketing, search engine

marketing (SEM), social media marketing, many types of display advertising (including web. banner

advertising), and mobile advertising.

3.2 HISTORY

Online advertising has evolved significantly since its inception. In the early 1990s, the first banner ads

appeared on websites. Over time, the introduction of search engine advertising, like Google AdWords,

revolutionized targeted marketing. Social media platforms, such as Facebook and Twitter, further

expanded advertising opportunities. The rise of programmatic advertising in the 2010s allowed for

automated, data-driven ad placements. Today, online advertising encompasses a wide range of

formats, including video, native ads, and influencer marketing, shaping the digital marketing

landscape.

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3.3 TYPES OF ONLINE ADVERTISING

3.3.1 EMAIL ADS

Email ads, also known as email marketing, involve sending promotional messages to a targeted

audience through email. This form of advertising has been a staple in digital marketing for years.

Marketers use email campaigns to reach customers, promote products, and build brand awareness.

Effective email ads often employ personalized content, compelling visuals, and clear calls-to-action.

While email marketing can be a powerful tool for engagement, it's essential to balance frequency to

avoid overwhelming recipients and ensure compliance with privacy regulations like GDPR. Successful

email ads focus on delivering value to recipients, fostering customer relationships, and driving desired

actions.

3.3.2 DISPLAY ADS

Display ads are graphical advertisements that appear on websites, apps, or social media platforms.

They can take various forms, including banners, images, videos, or interactive elements. Display ads

aim to capture the attention of users and promote a product, service, or brand. These ads often leverage

visual appeal and creative design to convey a message effectively. Display advertising allows for

precise targeting based on demographics, interests, and online behaviour, increasing the likelihood of

reaching a relevant audience. Advertisers use platforms like Google Display Network or social media

ad networks to deploy and manage display ad campaigns, contributing to a diverse and dynamic online

advertising landscape.

3.3.3 SEARCH ADS

Search ads are a type of online advertising that appears on search engine results pages (SERPs) when

users enter relevant queries. Google Ads is a prominent platform for search advertising. These ads

typically appear at the top or bottom of search results and are marked as "sponsored" or "ad."

Advertisers bid on specific keywords, and their ads are displayed when users search for those terms.

Search ads are effective for reaching users actively seeking information or intending to make a

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purchase. The pay-per-click (PPC) model ensures advertisers only pay when users click on their ads.

With precise targeting and real-time performance tracking, search ads offer a strategic way for

businesses to connect with potential customers at the right moment in their buying journey.

3.3.4 RECENT ADS

Recent trends in advertising suggest a growing emphasis on authenticity, inclusivity, and storytelling.

Many brands are incorporating social issues and environmental sustainability into their ad narratives to

resonate with socially conscious consumers. Video content continues to dominate, with short-form

videos gaining popularity on platforms like TikTok. Additionally, personalized and interactive ads are

becoming more prevalent, leveraging data to create targeted and engaging experiences for users. The

landscape is dynamic, with technological advancements influencing the way advertisers connect with

audiences in innovative and creative ways.

3.3.5 BANNER ADVERTISEMENT

Banner advertisements are a form of online display advertising that typically appears as a rectangular

graphic at the top, bottom, or sides of a webpage. These visually prominent ads aim to attract the

attention of website visitors and can be static images or animated graphics. Banner ads often serve as

clickable links, directing users to the advertiser's website or a specific landing page.

While banner ads have been a staple in digital marketing for decades, their effectiveness has evolved

with changing consumer behaviours. Advertisers now focus on creating visually appealing and

contextually relevant banners to improve engagement. However, the challenge lies in balancing

creativity with user experience, as some users may find intrusive or irrelevant banner ads disruptive to

their online activities.

3.3.6 SOCIALMEDIA ADVERTISEMENTS

Social media advertisements have become integral to digital marketing strategies, leveraging the vast

user bases of platforms like Facebook, Instagram, Twitter, and LinkedIn. These ads can take various

forms, including image and video posts, carousel ads, and sponsored stories.

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One of the strengths of social media ads lies in their ability to target specific demographics and

interests, allowing advertisers to reach highly relevant audiences. Advertisers can also engage users

through interactive content, polls, and direct response features. The visual nature of social media

platforms enhances the impact of creative elements, encouraging brands to craft visually appealing and

compelling content.

Moreover, social media ads facilitate two-way communication, enabling users to like, share, comment,

and even make purchases directly within the platform. This interaction builds brand awareness, fosters

customer engagement, and helps advertisers understand and respond to consumer preferences.

As social media platforms continue to evolve, advertisers adapt their strategies to leverage new

features and emerging trends, ensuring that social media advertisements remain a dynamic and

effective component of modern digital marketing campaigns.

3.3.7 MOBILE ADVERTISEMENTS

Mobile advertisements play a crucial role in the ever-expanding landscape of digital marketing. With

the widespread use of smartphones and tablets, advertisers have a direct channel to reach consumers on

the go. Mobile ads come in various formats, including display banners, interstitials, native ads, and in-

app advertisements.

The unique capabilities of mobile devices, such as location services and device orientation, enable

highly targeted and personalized advertising. Advertisers can leverage this data to deliver contextually

relevant content, enhancing the user experience. Mobile advertising is particularly effective in

capturing users' attention during moments of leisure or while engaging with apps and mobile websites.

App-based advertising is prevalent, where brands promote their products or services within popular

mobile applications. Additionally, mobile ads often integrate seamlessly into social media platforms,

offering a non-intrusive way to connect with users.

As technology continues to advance, mobile advertising trends include the rise of augmented reality

(AR) and virtual reality (VR) experiences, further blurring the lines between digital and physical

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spaces. Advertisers continue to explore innovative ways to captivate mobile users, ensuring that

mobile advertisements remain a dynamic and influential aspect of the digital marketing landscape.

3.4 FACTORS INFLUENCING THE PURCHASE DECISIONS OF ONLINE

PRODUCTS

1. Targeting and Relevance: Ads that are highly targeted to a specific audience and are relevant to

their interests or needs tend to be more effective. Personalized content increases the likelihood of

capturing attention and driving conversions.

2. Visual Appeal and Creativity: Visually appealing and creatively designed ads tend to stand out.

Engaging graphics, videos, and compelling storytelling can make an advertisement memorable and

increase its impact.

3. User Experience: Seamless integration of ads into the overall user experience is crucial. Disruptive

or intrusive ads may lead to a negative perception, while ads that enhance the user experience are more

likely to be well-received.

4. Trust and credibility: Consumers are more likely to engage with ads from trusted and credible

brands. Factors such as online reviews, brand reputation, and transparency in advertising contribute to

building trust.

5. Social Proof and User Feedback: Positive reviews, testimonials, or social proof can influence

purchase decisions. Consumers often rely on the experiences of others to inform their choices.

6. Call-to-Action (CTA): Clear and compelling calls-to-action prompt users to take the desired action,

whether it's making a purchase, signing up for a newsletter, or visiting a website.

7. Mobile Optimization: Given the prevalence of mobile usage, ads optimized for mobile platforms

are essential. Mobile-friendly ads ensure a smooth user experience, increasing the chances of

conversions.

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8. Value Proposition: Communicating a clear value proposition is critical. Consumers need to

understand the benefits of a product or service quickly and easily to make informed decisions.

9. Timing and Frequency: Displaying ads at the right time and managing ad frequency is important.

Too many exposures to the same ad can lead to ad fatigue, while timely and well-timed ads can

capitalize on specific consumer needs or trends.

10. Data Privacy and Security: Concerns about data privacy and online security influence consumer

trust. Advertisers need to be transparent about data usage and ensure compliance with privacy

regulations to build and maintain trust.

3.5 TYPES OF ONLINE SHOPPING SITES

There are various types of online shopping sites catering to diverse consumer needs. Here are some

common types:

1. General Retailers: Websites like Amazon, Walmart, and Target offer a wide range of products,

from electronics to clothing, appealing to a broad audience.

2. Specialty Stores: These sites focus on specific product categories, such as electronics (Best Buy),

fashion (ASOS), or beauty products (Sephora).

3. Marketplaces: Platforms like eBay and Etsy connect buyers and sellers, offering a diverse array of

products, often including unique or handmade items.

4. Auction Sites: Websites like eBay also function as auction platforms, allowing users to bid on

items, with the highest bidder winning the right to purchase the product.

5. Flash Sale Sites: Platforms like Gilt and Zulily offer limited-time sales on specific items or brands,

encouraging a sense of urgency for shoppers.

6. Daily Deals Sites: Websites like Groupon provide discounted deals on various products and

services, often based on location.

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7. Subscription Box Services: Companies like Birchbox and Blue Apron send curated products or

services to subscribers on a regular basis.

8. Peer-to-Peer Marketplaces: Platforms like Airbnb (for accommodations) and Uber (for

transportation) connect individuals offering services directly with consumers.

9. Outlet Stores: Many traditional brick-and-mortar outlets have online platforms, offering discounted

or clearance items. Examples include the online outlets of Nike or Coach.

10. Used Goods Platforms: Websites like Craigslist and Facebook Marketplace facilitate the buying

and selling of second-hand items locally.

11. Online Grocery Stores: Services like Instacart or Amazon Fresh allow users to order groceries

and have them delivered to their doorstep.

12. Niche and Specialty Shops: These cater to specific interests or hobbies, offering unique and

specialized products. Examples include ThinkGeek for geek culture merchandise.

13. Rental Services: Platforms like Rent the Runway allow users to rent clothing and accessories for

special occasions.

Understanding the different types of online shopping sites can help consumers find the platforms that

best suit their preferences and needs. Each type offers a unique shopping experience and product

selection.

20
 CHAPTER 4

DATA ANALYSES

4.1 INTRODUCTION

Data analysis is the process of inspecting, cleaning, transforming, and modelling data with the goal of

discovering useful information, drawing conclusions, and supporting decision-making. It involves

applying statistical and computational techniques to raw data, uncovering patterns, trends, and insights

that can inform business strategies, scientific research, or other decision-making processes.

The important tools used in this study are

 Bar diagram

 Pie diagram

 Percentages

21
4.2 DEMOGRAPHIC PROFILE OF RESPONDENTS

TABLE NO 4.2.1 GENDER-WISE CLASSIFICATION OF THE RESPONDENTS

GENDER NO OF RESPONDENTS PERCENTAGE

Male 36 72

Female 14 28

Total 50 100

SOURCE: PRIMARY DATA

CHART NO 4.2.1 CHART SHOWING GENDER WISE CLASSIFICATION OF

THE RESPONDENTS

22
 28%

72%

MALE FEMALE

SOURCE: PRIMARY DATA

The above data represents the gender of the respondents. It can be seen that the number of respondents

are mostly males and females represents 28% of total respondents.

TABLE NO 4.2.2 AGE WISE CLASSIFICATION OF RESPONDENTS

AGE NO OF RESPONDENTS PERCENTAGE

Below 20 11 22

20 - 25 39 78

Above 25 0 0

Total 50 100

SOURCE: PRIMARY DATA

CHART NO 4.2.2 CHART SHOWING AGE WISE CLASSIFICATION OF

RESPONDENTS

23
 Percentage

22%

78%

Below 20 20 - 25 Above 25

The above table shows the age of respondents. Here , 78% of the students belong to the age group of

20 – 25 and 22% of the students belong to the age below 20.

4.3 ANALYSIS AND INTERPRETATION ON THE INFLUENCE OF ONLINE

ADVERTISEMENTS ON THE BUYING BEHAVIOUR OF COLLEGE

STUDENTS REGARDING FMCG PRODUCTS

TABLE NO 4.3.1 COMPARIBILITY OF PRICES AMONG COLLEGE

STUDENTS BEFORE MAKING AN FMCG PURCHASE

OPTIONS NO OF RESPONDENTS PERCENTAGE

Very frequently 16 32

Frequently 24 48

Occasionally 7 14

Rarely 3 6

Total 50 100

24
SOURCE: PRIMARY DATA

CHART NO 4.3.1 CHART SHOWING COMPARABILITY OF PRICES

AMONG COLLEGE STUDENTS BEFORE MAKING AN FMCG PURCHASE

Chart Title

Rarely

Occasionally

Frequently

Very Frequently

0 5 10 15 20 25 30

NO OF RESPONDENTS

Above diagram shows that 32% of college students compare the prices very frequently before making

a purchase. 48% of the students compare frequently before buying, 14% compares occasionally and

6% compares rarely before making purchase.

TABLE NO 4.3.2 ONLINE PURCHASE DIRECTLY AFTER SEEING AN

ONLINE ADVERTISEMENT

OPTIONS NO OF RESPONDENTS PERCENTAGE

Very frequently 3 6

Frequently 14 28

Occasionally 16 32

Rarely 17 34

Total 50 100

SOURCE: PRIMARY DATA

25
 CHART NO 4.3.2 CHART SHOWING ONLINE PURCHASE DIRECTLY

AFTER SEEING AN ONLINE ADVERTISEMENT

Series 1

Rarely

Occasionally

Frequently

Very frequently

0 2 4 6 8 10 12 14 16 18

Series 1

From the above chart we can see that the number of people making purchase decision after seeing an

online advertisement is very low (6%).Around 34% of the people very rarely makes the purchase

decision and 32% occasionally makes the purchase decision.

TABLE NO 4.3.3THE LIKELINESS OF AN ONLINE ADVERTISEMENT TO

BE SELECTED

OPTIONS NO OF RESPONDENTS PERCENTAGE

Very frequently 3 6

Frequently 14 28

Occasionally 16 32

Rarely 17 34

Total 50 100

SOURCE: PRIMARY DATA

26
 CHART 4.3.3 CHART SHOWING THE LIKELINESS OF AN ONLINE

ADVERTISEMENT TO BE SELECTED

No of respondents

Rarely

Occasionally

Frequently

very frequently

0 2 4 6 8 10 12 14 16 18

No of respondents

From the above table and diagram we can see that only 6% of college students are very likely to select

an online advertisement after seeing it. 28% of students select frequently, 32% of students select

occasionally and 34% of students choose to select them rarely.

TABLE NO 4.3.4 INFLUENCE OF ONLINE ADVERTISEMENT IN THE PAST

PURCHASE DECISION

OPTIONS NO OF RESPONDENTS PERCENTAGE

Very Frequently 2 4

Frequently 17 34

Occasionally 20 40

Rarely 11 22

Total 50 100

SOURCE: PRIMARY DATA

27
 CHART NO 4.3.4 CHART SHOWING THE INFLUENCE OF ONLINE

ADVERTISEMENT IN THE PAST PURCHASE DECISION

No of respondents

Rarely

Occasionally

Frequently

Very Frequently

0 5 10 15 20 25

No of respondents

From the above table and diagram the purchase decision of 4% of the respondents is influenced by

online advertisement. 34% of respondents are frequently influenced and 40% are occasionally

influenced and 22% are rarely influenced in the purchase decision.

TABLE NO 4.3.5 FREQUENCY OF MAKING ONLINE PURCHASES

OPTIONS NO OF RESPONDENTS PERCENTAGE

Very frequently 3 6

Frequently 17 34

Occasionally 19 38

Rarely 11 22

Total 50 100

SOURCE: PRIMARY DATA

28
 CHART 4.3.5 CHART SHOWING FREQUENCY OF MAKING ONLINE

PURCHASES

Chart Title

Rarely

Occasionally

Frequently

Very frequently3

0 2 4 6 8 10 12 14 16 18 20

No of respondents

Majority of the respondents occasionally make online purchases (38%). 34% of the respondents

frequently make online purchase and 22% make online purchase rarely. Only 6% make online

purchase very frequently.

TABLE 4.3.6 FREQUENCY OF RECOMMENDING A PRODUCT

PURCHASED BASED ON ONLINE ADVERTISEMENT

OPTIONS NO OF RESPONDENTS PERCENTAGE

Very frequently 5 10

Frequently 17 34

Occasionally 19 38

Rarely 9 18

Total 50 100

SOURCE: PRIMARY DATA

29
 CHART 4.3.6 CHART SHOWING FREQUENCY OF RECOMMENDING A

PRODUCT PURCHASED BASED ON ONLINE ADVERTISEMENT

No. of people

Rarely

Occasionally

Frequently

Very frequently

0 2 4 6 8 10 12 14 16 18 20

No. of people

Majority of college students recommend a product purchased based on advertisement occasionally

(38%). 34% of college students recommend frequently and 18% of students recommend rarely. Only

10% students recommend very frequently.

TABLE 4.3.7 FREQUENCY OF ONLINE ADVERTISEMENTS WHILE

BROWSING

OPTIONS NO OF RESPONDENTS PERCENTAGE

Very frequently 11 22

Frequently 18 36

Occasionally 14 28

Rarely 7 14

Total 50 100

SOURCE: PRIMARY DATA

30
 CHART 4.3.7 CHART SHOWING FREQUENCY OF ONLINE

ADVERTISEMENT WHILE BROWSING

Chart Title

Rarely

Occasionally

Frequently

Very frequently

0 2 4 6 8 10 12 14 16 18 20

No of respondents

Here majority of the respondents frequently come across online advertisements while browsing

through the internet (36%), 28% come across occasionally ,22 % come across very frequently. Only

14% have chosen the option rarely.

TABLE NO 4.3.8 IMPACT OF ONLINE ADVERTISEMENT IN THE BUYING

BEHAVIOUR

OPTION NO OF RESPONDENTS PERCENTAGE

Yes 32 64

No 18 36

SOURCE: PRIMARY DATA

CHART NO 4.3.8 CHART SHOWING IMPACT OF ONLINE

ADVERTISEMENTS IN THE BUYING BEHAVIOUR

31
 Chart Title

No

Yes

0 5 10 15 20 25 30 35

No of respondents

From the above graph it’s clear that more than half of the respondents (64%) agree that online

advertisements have a significant impact on their buying behaviour. Only 36% deny it.

4.4 ANALYSIS AND INTERPRETATION ON THE TYPES OF ONLINE

ADVERTISEMENTS THAT COLLEGE STUDENTS FIND MOST

INFLUENTIAL

TABLE NO 4.4.1 INFLUENCE OF SOCIAL MEDIA ADVERTISEMENTS IN

GUIDING PURCHASE DECISIONS

OPTIONS NO OF RESPONDENTS PERCENTAGE

Not influential 1 2

Slightly influential 15 30

Moderately influential 24 48

Very influential 8 16

32
 Extremely influential 2 4

Total 50 100

SOURCE: PRIMARY DATA

CHART NO 4.4.1 CHART SHOWING THE INFLUENCE OF SOCIAL MEDIA

ADVERTISEMENTS IN GUIDING PURCHASE DECISIONS

Percentage
4%2%

16%

30%

48%

Not influential Slightly influential Moderately influential

Very influential Extremely influential

It can be seen from the above graph that 48% are moderately influenced by the social media

advertisements whereas 30% are slightly influenced. 16% of the respondents are very much

influenced, 4% are extremely influenced and 2% of the respondents are not at all influenced.

TABLE NO 4.4.2 INFLUENCE OF DISPLAY/ BANNER ADVERTISEMENTS

ON WEBSITES

OPTIONS NO OF RESPONDENTS PERCENTAGE

Not influential 5 10

Slightly influential 20 40

Moderately influential 19 38

Very influential 6 12

Extremely influential 0 0

Total 50 100

SOURCE: PRIMARY DATA

33
 CHART NO 4.4.2 CHART SHOWING INFLUENCE OF DISPLAY/BANNER

ADVERTISEMENTS ON WEBSITES

Percentage
12% 10%

40%
38%

Not influential Slightly influential Moderately influential

Very influential Extremely influential

The above table represents that 40% of the respondents say that display/ banner advertisements slightly

influence them whereas 38% say that it is moderately influential. 12% tells that it is very influential

and 10% tells that it is extremely influential.

TABLE 4.4.3 INFLUENCE OF SEARCH ENGINE ADVERTISEMENTS IN

PURCHASE DECISIONS

OPTIONS NO OF RESPONDENTS PERCENTAGE

Not influential 8 16

Slightly influential 14 28

Moderately influential 18 36

Very influential 8 16

Extremely influential 2 4

Total 50 100

SOURCE: PRIMARY DATA

34
 CHART 4.4.3 CHART SHOWING INFLUENCE OF SEARCH ENGINE

ADVERTISEMENTS IN PURCHASE DECISIONS

percentage
4%
16%
16%

28%

36%

Not influential Slightly influential Moderately influential

Very influential Extremely influential

From the above table it can be seen that around 36% of the respondents are moderately influential in

search engine advertisements. 28% of the respondents are slightly influential. 16% are very influential

and not influential.4% are extremely influential.

TABLE NO 4.4.4 INFLUENCE OF SPONSORED CONTENT IN PURCHASE

DECISION

OPTIONS NO OF RESPONDENTS PERCENTAGE

Not influential 4 8

Slightly influential 26 52

Moderately influential 17 34

Very influential 3 6

Extremely influential 0 0

Total 50 100

SOURCE: PRIMARY DATA

35
 CHART NO 4.4.4 CHART SHOWING THE INFLUENCE OF SPONSORED

CONTENT IN PURCHASE DECISION

Percentages
6% 8%

34%

52%

Not influential Slightly influential Moderately influential

Very influential Extremely influential

The above data shows that majority of the respondents (52%) says that sponsored content slightly

influence their purchase decisions. Around 34% of the respondents says they moderately influence

them. 8% of the respondents tells they are not influential at all and the remaining 6% says that they are

very influential.

TABLE 4.4.5 INFLUENCE OF VIDEO ADVERTISEMENTS IN PURCHASE

DECISIONS

OPTIONS NO OF RESPONDENTS PERCENTAGE

Not influential 10 20

Slightly influential 13 26

Moderately influential 19 38

Very influential 4 8

Extremely influential 4 8

Total 50 100

SOURCE: PRIMARY DATA

36
 CHART NO 4.4.5 CHART SHOWING INFLUENCE OF VIDEO

ADVERTISEMENTS IN PURCHASE DECISIONS

Percentages
8%
20%
8%

26%
38%

Not influential Slightly influential Moderately influential

Very influential Extremely influential

From the above table it can be seen that the respondents are mostly in the category of moderately

influential (38%) then the respondents are in the category slightly influential. 20% of the respondents

prefer that the video advertisements are not influential at all.8% of the respondents feel very influential

and extremely influential both.

4.5 ANALYSIS AND INTERPRETATION ON THE FACTORS THAT

INFLUENCE COLLEGE STUDENTS DECISION MAKING PROCESS WHEN

MAKING FMCG PURCHASES

TABLE NO 4.5.1 IMPORTANCE OF PRICE OF THE PRODUCT IN

PURCHASE

OPTIONS NO OF RESPONDENTS PERCENTAGES

Not important 2 2

Slightly important 8 16

Moderately important 20 40

Very important 15 30

Extremely important 6 12

37
 Total 50 100

SOURCE: PRIMARY DATA

CHART NO 4.5.1 CHART SHOWING IMPORTANCE OF PRICE OF THE

PRODUCT IN PURCHASE

Chart Title

Extremely important

Very important

Moderately important

Slightly important

Not important

0 5 10 15 20 25

No of respondents

It can be seen from the above data that 20 respondents selected price affects the purchase moderately

whereas 15 respondents consider it as an important factor. 8 people considers it as very important and

6 of them considers it as extremely important. And 2 of them considers it as not important at all.

TABLE NO 4.5.2 IMPORTANCE OF ONLINE REVIEWS AND RATINGS IN

DECISION MAKING

OPTIONS NO OF RESPONDENTS PERCENTAGE

Not important 1 2

Slightly important 11 22

Moderately important 13 26

Very important 15 30

Extremely important 10 20

Total 50 100

SOURCE: PRIMARY DATA

38
 CHART NO 4.5.2 CHART SHOWING IMPORTANCE OF ONLINE REVIEWS

AND RATINGS IN DECISION MAKING

Series 1

Extremely important

Very important

Moderately important

Slightly important

Not Important

0 2 4 6 8 10 12 14 16

Series 1

From the table we can see that 15 respondents consider online reviews and ratings very important in

decision making while making purchase influenced by online advertisement. 13 respondent consider it

as moderately important, 11 respondent consider it as slightly important and 10 respondent consider it

as extremely important. Only 1 respondent consider it as not important.

TABLE NO 4.5.3 IMPORTANCE OF BRAND REPUTATION WHILE MAKING

PURCHASE DECISION

Options No of respondents Percentage

Not important 0 0

Slightly important 9 18

Moderately important 15 30

Very important 20 40

Extremely important 6 12

Total 50 100

SOURCE: PRIMARY DATA

39
 CHART NO 4.5.3 CHART SHOWING IMPORTANCE OF BRAND

REPUTATION WHILE MAKING PURCHASE DECISION

No of respondents

Extremely important

Very important

Moderately important

Slightly important

Not important

0 5 10 15 20 25

No of respondents

The above data shows that majority of respondents consider reputation of brand very important while

making purchase decision(40%). 30% of respondents consider it as moderately important. 18% of

respondents consider it as slightly important and 12% consider it as extremely important. No one

consider it as not important at all.

TABLE NO 4.5.4 IMPORTANCE OF PROMOTIONAL OFFERS AND

DISCOUNTS IN PURCHASE DECISION.

OPTIONS NO OF RESPONDENTS PERCENTAGE

Not Important 4 8

Slightly important 6 12

Moderately important 27 54

Very important 11 22

Extremely important 2 4

Total 50 100

SOURCE: PRIMARY DATA

40
 CHART NO 4.5.4 CHART SHOWING IMPORTANCE OF PROMOTIONAL

OFFERS AND DISCOUNTS IN PURCHASE DECISION

Series 1

Extremely Important

Very Important

Moderately important

Slightly Important

Not important

0 5 10 15 20 25 30
Series 1

It can be seen from the above table that majority of the respondent consider promotional offers as

moderately important(54%). 22% consider it as very important. 12% consider it as slightly important

and 8% consider it as not important. Only 4% consider it as extremely important.

TABLE NO 4.5.5 IMPORTANCE OF QUALITY OF THE PRODUCT WHILE

MAKING PURCHASE DECISION

OPTIONS NO OF RESPONDENTS PERCENTAGE

Not important 2 4

Slightly important 10 20

Moderately important 13 26

Very important 15 30

Extremely important 10 20

Total 50 100

SOURCE: PRIMARY DATA

41
 CHART NO 4.5.5 CHART SHOWING IMPORTANCE OF QUALITY OF THE

PRODUCT WHILE MAKING PURCHASE DECISION

No of respondents

Extremely important

Very important

Moderately Important

slightly important

Not important

0 2 4 6 8 10 12 14 16

No of respondents

From the above table we can see that 15 respondents consider quality of the product very important

while making purchase decision. 13 respondents consider it as moderately important. Number of

respondent considering it as extremely important and slightly important are equal (10). Only 2

respondents consider it as not important.

CHAPTER 5

FINDINGS, SUGGESTIONS AND CONCLUSION

5.1 FINDINGS

For the study conducted on Influence of Online Advertisement in Buying Behaviour among

College Students regarding FMCG products, the data collected through primary sources;

Questionnaires has been analysed. The following are the findings for the data analysed.

42
 Most of the respondents compare the price before making a purchase decision.

 Majority of the respondents does not get influenced in the purchase decision after seeing an

online advertisement.

 Most of the respondents are not likely to click on an online advertisement after seeing it.

 Respondents exhibit equal levels of influence and non-influence subsequent to exposure to

online advertisements.

 The Respondents exhibit equal levels of likeliness and non-likeliness to share or recommend a

product that have been purchased based on online advertisements.

 Most of the respondents frequently encounter online advertisements while browsing the

internet.

 It is found that there is a strong impact of online advertisement in the buying behaviour of

college students.

 The respondents are moderately influenced by social media advertisements in their purchase

decisions.

 The majority of respondents perceive display and banner advertisements as having slight to

moderate influence on their purchasing decisions.

 The majority of respondents perceive search engine advertisements as having slight to

moderate influence on their purchasing decisions.

 Most of the respondents find endorsement or sponsored content slightly influential in making

purchase decision.

 The majority of respondents perceive video advertisements as having slight to moderate

influence on their purchasing decisions.

 A significant majority of respondents consider the price of a product to be moderately to highly

influential when making purchase decisions.

 Most of the respondents find online reviews and ratings important while making purchase

decision.

43
  Majority of respondents consider brand reputation very important while making purchase

decisions.

 Respondents find promotion offers and discounts in online advertisements moderately

important while making online purchase.

 The quality or performance of the product plays a vital importance when considering making a

purchase influenced by online advertisements.

5.2 SUGGESTIONS

For the study conducted on Influence of Online Advertisement in Buying Behaviour among

College Students regarding FMCG products, the data collected through primary sources;

Questionnaires has been analysed and major findings are mentioned above. The following are the

suggestions on the basis of major findings for the data analysed:

44
  Develop educational materials and workshops to raise awareness among college students about

the persuasive tactics used in online advertising. Equip them with critical thinking skills to

discern between informative content and promotional messages.

 Advocate for the implementation of ethical guidelines and regulations for online advertisers,

particularly regarding the targeting of vulnerable populations such as college students.

Encourage transparency and accountability in advertising practices.

 Integrate media literacy education into college curricula to help students develop the skills

needed to navigate the digital landscape responsibly. Teach them how to evaluate sources of

information and recognize persuasive techniques used in advertising.

 Encourage the use of ad blockers and privacy tools to give students more control over their

online experiences and protect their privacy from invasive advertising practices.

 Work with industry partners, including advertising agencies and digital platforms, to promote

responsible advertising practices that prioritize consumer welfare and respect user privacy.

 Conduct research to monitor the impact of online advertising on college students' buying

behaviour and consumer preferences. Use findings to inform policy recommendations and best

practices in advertising regulation.

 Support student-led initiatives and advocacy efforts to challenge unethical advertising practices

and promote consumer rights on college campuses.

5.3 CONCLUSION

The study aimed to examine the influence of online advertisements on the buying behaviour of college

students and to identify the types of online advertisements that they find most influential. Additionally,

it sought to understand the factors that influence college students' decision-making process when

making fast-moving consumer goods (FMCG) purchases influenced by online advertisements.

45
The findings of the study indicate that online advertisements have a significant influence on the buying

behaviour of college students. The majority of college students surveyed reported that they are

influenced by online advertisements when making purchasing decisions. This suggests that online

advertisements play a crucial role in shaping the consumer behaviour of this demographic.

Regarding the types of online advertisements that college students find most influential, the study

found that display or banner advertisements in websites tend to have a higher impact compared to

other advertisements. College students expressed a preference for ads that are tailored to their interests,

preferences, and needs. These display/banner were reported to be more attention-grabbing and

persuasive, leading to a higher likelihood of making a purchase.

Furthermore, the study identified several factors that influence college students' decision-making

process when making FMCG purchases influenced by online advertisements. These factors include the

perceived credibility of the advertisement, the attractiveness and relevance of the product or service

being advertised, the presence of positive reviews or testimonials, and the perceived value for money.

In conclusion, online advertisements have a significant influence on the buying behaviour of college

students. Display or banner advertisements are found to be more influential, and factors such as

credibility, attractiveness, relevance, reviews/testimonials, and value for money play important roles in

shaping their decision-making process. These findings have implications for marketers and advertisers

who target college students and can help inform strategies to effectively reach and engage this

demographic.

BIBLIOGRAPHY

WEBSITES

 [Link]

 [Link]

46
  [Link]

 [Link]

ARTICLES

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3. Simonson, I., & Tversky, A. (1992). Choice in context: Trade off contrast and extremeness

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assortment offered in a grocery category: The impact of item reduction. Journal of Marketing

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 12. Cowart, K. O., & Goldsmith, R. E. (2007). [Please provide complete information for this

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APPENDIX

Influence Of Online Advertisement In Buying Behaviour Among College Student

1. Name

2. Gender

48
  Male
 Female
 Other

3. College

4. Age

 Below 20
 20 -25
 Above 25

5. How likely are you to compare prices before making a purchase?

 Very frequently
 Frequently
 Occasionally
 Rarely

6. How often do you make a purchase directly after seeing an online advertisement?

 Very frequently
 Frequently
 Occasionally
 Rarely

7. When you see an online advertisement how likely are you to click on it?

 Very frequently
 Frequently
 Occasionally

49
  Rarely

8. How often online advertisements influenced your purchase decision in the past?

 Very frequently
 Frequently
 Occasionally
 Rarely

9. How often do you make online purchases?

 Very frequently
 Frequently
 Occasionally
 Rarely

10. How likely are you to share or recommend a product you have purchased based on online
advertisement?

 Very frequently
 Frequently
 Occasionally
 Rarely

11. How often do you encounter online advertisements while browsing the internet?

 Very frequently
 Frequently
 Occasionally
 Rarely

50
12. Would you say that online advertisement have a significant impact on your overall buying
behaviour?

 Yes
 No

13. How influential do you find social media advertisements in guiding your purchase decisions?

 Not influential
 Slightly influential
 Moderately Influential
 Very influential

14. How influential do you find display / banner advertisements on websites in guiding your purchase
decisions?

 Not influential
 Slightly influential
 Moderately influential
 Very influential
 Extremely influential

15. How influential do you find search engine advertisements (eg. Google ads) in guiding your
purchase decisions?

 Not influential
 Slightly influential
 Moderately influential
 Very influential
 Extremely influential

51
16. How influential do you find influences endorsements or sponsored content in guiding your
purchase decision?

 Not influential
 Slightly influential
 Moderately influential
 Very influential
 Extremely influential

17. How influential do you find video advertisements (eg. youtube ads) in guiding your purchase
decisions?

 Not influential
 Slightly influential
 Moderately influential
 Very influential
 Extremely influential

18. How important is the price of the product when considering making a purchase influenced by
online advertisements?

 Not important
 Slightly important
 Moderately important
 Very important
 Extremely important

19. How important are online reviews and ratings in your decision making process when making
purchase influenced by online advertisements?

 Not important
 Slightly important
 Moderately important

52
  Very important
 Extremely important

20. How important is the brand reputation when considering making a purchase influenced by online
advertisements?

 Not important
 Slightly important
 Moderately important
 Very important
 Extremely important

21. What is the importance of promotional offer or discounts in your decision making process when
making purchases influenced by online advertisements?

 Not important
 Slightly important
 Moderately important
 Very important
 Extremely important

22. How important is the quality or performance of the product when considering making a purchase
influenced by online advertisements?

 Not important
 Slightly important
 Moderately important
 Very important
 Extremely important

53
54