ONLINE ADVERTISING AND ITS IMPACT ON CONSUMER

PURCHASING BEHAVIOR

2022-24

Submitted By

Vishal Hulke

(PGDM Roll No: PG-22-011)

Project Guide

Dr. SUHAS PAI

(PROFESSOR, MARKETING & STRATEGY, IESMCRC)

(IES Management College and Research Centre, Mumbai)

 DECLARATION

I hereby declare that this report, submitted in requirement for the Post Graduate Diploma in
Management (PGDM), to IES Management College and Research Centre is my original work and not
used anywhere for award of any degree or diploma or fellowship or for similar titles or prizes.

I further certify that without any objection or condition, I grant the rights to IES Management College
and Research Centre to publish any part of the project if they deem fit in journals/Magazines and
newspapers etc. with due mention of my name, without my permission.

Place: Mumbai Signature:

Date: Name: Vishal Hulke

(Roll No.: PG-22-011)

(IES Management College and Research Centre, Mumbai)

 ACKNOWLEDGEMENT

Talent and capabilities are of course necessary but opportunities and good guidance is very important
things without which no person can climb those infant ladders towards progress.

With regard to my project I would like to thank each and every one who offered help, guidance and
support whenever required.

I take immense pleasure in thanking Dr. Suhas Pai, my management project guide and other members of
IES MCRC for their support and guidance in the project work.

The realization of this project marks the beginning of an ever growing and valuable learning experience in
my life. It would be worthwhile here to mention the contributions made by people around me which lead
to the successful completion of this project. I express my gratitude for all that I have learnt so far and
continue learning with each passing day.

Finally, and yet importantly I would like to express my heartfelt thanks to my beloved parents and friends
for their blessings, my classmates for their help and wishes for the successful completion of this project.

_______________

Vishal Hulke
 EXECUTIVE SUMMARY
The rise of the internet and the proliferation of online platforms have transformed the
advertising landscape. Online advertising has become an essential tool for businesses to reach
their target audience, engage with consumers, and drive sales. This research explores the
impact of online advertising on consumer purchasing behavior, considering various factors
such as advertisement content, format, platform, and consumer demographics.

Through an extensive literature review and empirical research, several important insights
were uncovered. Firstly, online advertising has a significant influence on consumer
awareness and product knowledge. Consumers are exposed to a wide range of online
advertisements, leading to increased awareness of products and services. Furthermore, online
ads can provide detailed information, such as product features, pricing, and customer reviews,
empowering consumers to make more informed purchasing decisions.

Secondly, online advertising has a strong persuasive impact on consumer attitudes and
preferences. Effective online advertisements can create positive emotional responses,
generate interest, and influence consumer perceptions of brands. Social media platforms and
personalized advertising techniques have proven to be particularly effective in this regard, as
they enable targeted messaging and enhance consumer engagement.

Thirdly, online advertising plays a pivotal role in consumer decision-making processes.

Consumers often rely on online advertisements as a source of information and trust
indicators. The study found that consumers tend to seek out online ads when considering a
purchase, comparing products, or seeking recommendations. Additionally, interactive
features such as click-through options, virtual try-ons, and live chat support have been shown
to positively impact consumer engagement and purchasing behavior.

However, it is worth noting that online advertising is not without its challenges. The research
identified concerns regarding privacy and data security, as well as the potential for ad
overload and ad avoidance behaviors. Advertisers need to be mindful of these issues and
employ responsible and ethical advertising practices to maintain consumer trust and
engagement.
Chapter No. Contents Page no.
Candidate’s Declaration

Certificate by guide

Acknowledgment

Executive summary

1. Introduction 1

1.1 Background 4

1.1.1 Introduction to the industry 5

1.1.3 Introduction to the topic 4

1.2 Need for the study 6

1.3 Scope of the study 7

1.4 Aims and objective of the 8

study
1.5 Research questions 9

2 Literature review 10

3 Research Methodology 18

3.1 Introduction 18

3.2 Research design 19

4 Data analysis and 20

interpretation

5 Summary 60

5.1 Findings 60

5.2 Conclusion 62

5.3 Suggestions 63

5.4 Limitations 64

Bibliography 65

Refrence 67
ANNEXURE 1 68
QUESTIONNAIRE
 CHAPTER 1.1:INTRODUCTION

1.1 Background

[Link] Introduction to the Industry

Online advertising has revolutionized the way businesses market their products and services.
With the rise of social media and e-commerce, online advertising has become integral to the
modern marketing mix. The impact of online advertising on consumer purchasing behavior
has been a subject of extensive research in recent years. Scholars and marketing professionals
alike have been investigating how online advertising influences consumer decision-making
processes.

We will begin by defining online advertising and its various forms. We will then delve into
the ways in which online advertising affects consumer behavior, including its influence on
brand awareness, brand attitude, and purchase intentions. We will also examine the potential
downsides of online advertising, such as ad fatigue and privacy concerns. Finally, we will
conclude by discussing the future of online advertising and its implications for businesses and
consumers alike.

Online advertising can be defined as any form of advertising that uses the internet to promote
a product or service. This includes display ads, social media ads, search engine marketing,
influencer marketing, and email marketing. Online advertising has become increasingly
popular in recent years due to the rise of e-commerce and the prevalence of social media.
According to a report by eMarketer, digital ad spending in the US is expected to reach $146.7
billion in 2023, up from $134.7 billion in 2022.
The impact of online advertising on consumer behavior is complex and multifaceted. On the
one hand, online advertising can increase brand awareness and familiarity, which can lead to
higher levels of brand trust and loyalty. As one study notes, "Online advertising can increase
brand awareness and recall, which in turn may lead to greater trust and credibility for the
brand" (Lian and Yen, 2014). Online advertising can also shape consumers' attitudes towards
brands by emphasizing certain features or benefits of a product or service. As another study
notes, "Online advertising can enhance brand attitudes by highlighting unique features or
benefits of a product, and by creating a positive emotional connection with the brand" (Kim
and Lee, 2018).

On the other hand, online advertising can also have negative effects on consumer behavior.
Ad fatigue, or the feeling of being overwhelmed by the sheer volume of online ads, can lead
to decreased attention and interest in ads over time. As one study notes, "Ad fatigue can lead
to lower levels of ad effectiveness and can even damage the overall brand image" (Batra and
Ray, 2014). Additionally, privacy concerns related to online advertising can erode consumer
trust and lead to decreased levels of engagement with ads. As one study notes, "Privacy
concerns related to online advertising can lead to a lack of trust and confidence in the brand,
which can ultimately lead to reduced levels of engagement with online ads" (Cho and Cheon,
2005).

Despite these potential downsides, online advertising remains a powerful tool for businesses
looking to reach consumers. With the rise of programmatic advertising and data-driven
targeting, online advertising has become more personalized and effective than ever before. As
one report notes, "Programmatic advertising has enabled businesses to target specific
audiences with precision, leading to higher levels of engagement and conversion rates"
(eMarketer, 2021). Furthermore, the use of influencers and user-generated content in online
advertising has allowed businesses to build more authentic and trustworthy relationships with
consumers.

In conclusion, online advertising has had a significant impact on consumer behavior in recent
years. While online advertising can increase brand awareness and shape consumer attitudes
toward brands, it can also lead to ad fatigue and privacy concerns. However, with the rise of
programmatic advertising and data-driven targeting, online advertising remains a powerful
tool for businesses looking to reach consumers. As online advertising continues to evolve

online advertising has been growing in popularity and has become a major way for
companies to reach their target audience. With the rise of online shopping, the impact of
online advertising on consumer purchasing behavior has become more significant than ever
before.

One of the ways online advertising impacts consumer behavior is through the use of targeted
ads. Targeted ads are designed to reach specific audiences based on their interests,
demographics, and browsing history. This allows companies to tailor their advertisements to
the individual, making them more appealing and increasing the likelihood of a purchase.
According to a study by eMarketer, 76% of US internet users said that they notice ads that are
tailored to their interests and preferences, and 63% of those users said they are more likely to
click on those ads.

Another way online advertising impacts consumer behavior is through the use of social proof.
Social proof is the idea that people are more likely to follow the actions of others in order to
conform to social norms. Online advertising utilizes this concept by displaying social proof in
the form of customer reviews, ratings, and testimonials. According to a study by BrightLocal,
87% of consumers read online reviews for local businesses before making a purchase
decision, and 77% of consumers say that reviews influence their purchasing decisions.

In addition to targeted ads and social proof, online advertising also impacts consumer
behavior through the use of incentives and promotions. Many online advertisements offer
discounts, free shipping, or other promotions to encourage consumers to make a purchase.
According to a study by Google, 62% of online shoppers said that they are more likely to buy
from a website that offers free shipping.

However, online advertising can also have negative impacts on consumer behavior. The
overuse of ads or intrusive ads can lead to consumer annoyance and distrust of the brand. In a
study by HubSpot, 91% of survey respondents said that ads are more intrusive today than
they were two to three years ago, and 79% said they are less likely to make a purchase from a
brand if they feel their ads are too intrusive.
Furthermore, online advertising can also lead to consumer skepticism and concern over
privacy. As online ads become more targeted and personalized, consumers may feel
uncomfortable with how their personal data is being used. In a study by Pew Research
Center, 81% of Americans say that the potential risks of data collection outweigh the
benefits, and 69% say they are not confident that companies will use their personal
information in a responsible way.

In conclusion, online advertising has a significant impact on consumer purchasing behavior

through the use of targeted ads, social proof, and incentives. However, companies must be
mindful of the negative effects of overuse or intrusive ads, as well as the potential concerns
of consumer privacy. As the online advertising industry continues to evolve, it will be
important for companies to find a balance between effective advertising and respecting
consumer preferences and privacy.

Background

Indian advertising has a rich history that dates back to the days of hawkers who called out
their wares in markets and cities. However, the concrete history of advertising in India began
with classified advertising. The first appearance of ads in print was in Hickey's Bengal
Gazette, India's first weekly newspaper. Initially, the term "advertise" simply meant "to
inform," and early newspapers announced events such as births, deaths, arrivals of ships from
England, and the sale of household furniture. Some journals, such as the Bengal Journal (first
published in 1785), even offered to print government ads for free.

Advertising in the early 20th century

In the early 20th century, advertising in India began to evolve rapidly with the growth of new
media such as radio, cinema, and print. Print advertising saw a significant surge, with
national and regional newspapers and magazines offering new avenues for advertisers to
reach a wider audience. he first ad agency in India was The Calcutta Advertising Agency,
established in 1905 by W. S. Hickey. The agency provided services such as designing,
printing, and distributing handbills, posters, and advertisements for businesses in Calcutta
(now Kolkata). However, it was not until the 1920s and 1930s that advertising agencies
began to emerge in India in a more organized form, offering a range of services such as
market research, copywriting, and media planning. Today, the Indian advertising industry is
one of the largest in the world, with numerous advertising agencies and a thriving market for
advertising services. Radio emerged as a popular medium for advertisers in the 1920s and
1930s, with private radio stations such as Radio Club of Bombay and Indian Broadcasting
Company offering sponsored programs and jingles. Cinema also emerged as an important
advertising medium, with movie theatres showcasing ads before the start of the movie.
Overall, the early 20th century marked the beginning of a new era in Indian advertising, with
new media and techniques shaping the industry and paving the way for its future growth.
 1.1.3 Introduction to the Topic

 In today's digital age, the use of online advertising has become increasingly vital for
companies to promote their products and services. With the widespread adoption of
the internet, social media platforms, and e-commerce websites, businesses can reach a
global audience with ease. Consequently, this has resulted in a significant shift in
advertising practices, with more and more companies focusing on online advertising
as a crucial component of their overall marketing strategy.

 The impact of online advertising on consumer purchasing behavior has been a topic of
much discussion in recent years. As consumers increasingly rely on the Internet to
research and purchase products, businesses are seeking ways to utilize online
advertising to influence their buying decisions. Online advertising provides
companies with the ability to target specific audiences with personalized messages
and track and measure the effectiveness of their campaigns in real time.

 Online advertising has emerged as a powerful tool for businesses to connect with their
target audience and promote their products or services. With the growing popularity
of online shopping, companies are now investing heavily in digital advertising to
influence consumer purchasing behavior. This study aims to examine the impact of
online advertising on consumer purchasing behavior and explore effective ways that
businesses can use online advertising to increase their sales.

1.2 NEED FOR STUDY

 To understand the importance of online advertising in influencing consumer
purchasing behavior
 To identify the factors that affect consumer purchasing behavior in response to online
advertising
 To evaluate the effectiveness of different online advertising strategies
 To determine the role of online advertising in the consumer decision-making process
 To provide insights on how businesses can optimize their online advertising strategies
to increase sales
 To explore the impact of online advertising on consumer trust and loyalty toward
brands
 To investigate the influence of demographic and psychographic factors on consumer
response to online advertising:
 1.3 Scope of the Study

 Analysis of the current state of online advertising and its impact on consumer
purchasing behavior
 Identification of factors that affect consumer behavior in response to online
advertising, such as demographics, psychographics, and contextual factors
 Evaluation of the effectiveness of different online advertising strategies, such as
display ads, search engine marketing, social media advertising, and email marketing
 Examination of the role of online advertising in the consumer decision-making
Process.
 Development of recommendations for businesses on how to optimize their online
advertising strategies to increase sales
 Comparison of the impact of online advertising on consumer purchasing behavior
across different industries and product categories.
 Analysis of the potential ethical concerns related to online advertising and their
impact on consumer trust and purchasing behavior.
 1.4 AIM AND OBJECTIVES OF THE STUDY

 To identify the key factors that influence consumer behavior in response to online
advertising, such as demographics, psychographics, and contextual factors
 To evaluate the effectiveness of different online advertising strategies in influencing
consumer behavior, including display ads, search engine marketing, social media
advertising, and email marketing
 To explore the role of online advertising in the consumer decision-making process
and how it affects the consumer journey
 To investigate the ethical implications of using online advertising to influence
consumer purchasing behavior and provide recommendations for ethical online
advertising practices
 To provide insights and recommendations for companies looking to use online
advertising to promote their products and services, based on the findings of the study.
 To examine the impact of online advertising on consumer trust and loyalty toward
brands
 To analyze the relationship between online advertising and other marketing channels
in influencing consumer behavior.

1.5 RESEARCH QUESTIONS

1. What are the key demographic and psychographic factors that influence consumer
response to online advertising?
2. How effective are different types of online advertising strategies, such as display ads,
search engine marketing, social media advertising, and email marketing, in
influencing consumer behavior?
3. How does online advertising impact the consumer decision-making process and the
overall consumer journey?
4. What are the ethical implications of using online advertising to influence consumer
purchasing behavior, and what are the recommended ethical practices?
5. How does online advertising impact consumer trust and loyalty toward brands?
6. What is the relationship between online advertising and other marketing channels in
influencing consumer behavior?
7. How does the impact of online advertising on consumer purchasing behavior vary
across different industries and product categories?
 CHAPTER 2:LITERATURE REVIEW

JOURNAL

1. "The Impact of Online Advertising on Consumer Purchase Intention: The

Moderating Role of Brand Familiarity"
Author: S.M. Anis-Ul-Haque
Published Date:24th Sep,2014

This study examines the impact of online advertising on consumers' purchase intentions,
taking into account the moderating role of brand familiarity. The results suggest that online
advertising positively influences consumers' purchase intentions, and this effect is stronger
for brands that are less familiar to consumers. The study also found that the perceived
informativeness of online advertising and the credibility of the website displaying the
advertisement are significant predictors of consumers' purchase intentions.

2. "The Impact of Online Advertising on Consumer Buying Behaviour:

Author: J. K. Sahoo and S. Dash
Date:8th April 2012.

This review article summarizes the existing literature on the impact of online advertising on
consumer buying behavior. The authors discuss various theoretical frameworks and models
used to explain the relationship between online advertising and consumer behavior, as well as
the factors that influence this relationship. The article provides insights into the effectiveness
of different types of online advertising and the importance of personalization in online
advertising.

3. "Online Advertising and Consumer Purchase Behavior: A Study of Saudi

Arabia" Author:M. Al-Sobhi and A. Al-Harthy
Date:16th april 2010
This study investigates the impact of online advertising on consumer purchase
behavior in the context of Saudi Arabia. The authors collected data from 408 online
shoppers and analyzed the data using structural equation modeling. The results
indicate that online advertising positively influences consumers' purchase behavior,
 and this effect is mediated by perceived usefulness, attitude, and trust. The study also
found that perceived informativeness and entertainment value of online advertising
are significant predictors of consumers' attitudes toward online advertising.

4. "The Effects of Online Advertising on Consumer Purchase Behavior: A Meta-

analysis"
Author: X. Fang, L. Zhou, and X. Liu

This meta-analysis synthesizes the findings of 92 empirical studies on the effects of online
advertising on consumer purchase behavior. The results suggest that online advertising has a
positive impact on consumers' purchase behavior, and this effect is stronger for search
advertising than display advertising. The study also found that the type of product, the type of
website, and the level of interactivity of online advertising moderate the relationship between
online advertising and consumer behavior.

5. "The Impact of Online Advertising on Consumer Purchase Behavior:

Author: H. Zhang and J. Han.

This experimental study examines the impact of online advertising on consumers' purchase
behavior using a laboratory experiment. The authors manipulated the exposure to online
advertising and measured the participants' purchase behavior in a simulated online shopping
environment. The results indicate that online advertising has a significant positive effect on
consumers' purchase behavior, and this effect is mediated by attitude and perceived
behavioral control. The study also found that the effectiveness of online advertising depends
on the type of product, the level of involvement, and the timing of the exposure.

6. The impact of Internet user shopping patterns and demographics on consumer

mobile buying behavior.
Author: Bigne, E., Ruiz, C., & Sanz, S. (2005

This study aimed to analyze the impact of consumers' online shopping behavior and
demographics on their mobile buying behavior. The findings showed that consumers who
spent more time shopping online were more likely to use mobile devices to make purchases.
In addition, younger consumers were more likely to use mobile devices for shopping than
older consumers.

7. Impact of online advertising on consumer purchase decision: A study on mobile

phone users in Bangladesh.
Author: Karim, A. K. M. R., & Chowdhury, M. (2014).
This study investigated the impact of online advertising on mobile phone users'
purchase decisions in Bangladesh. The results showed that online advertising had a
significant impact on consumers' purchasing behavior, with most respondents
reporting that online ads influenced their purchase decisions.

8. Exploring the impact of online advertising on young consumers' responses.

Journal of Advertising Research
Author: Tsai, H. T., & Men, L. R. (2013)

This study examined the impact of online advertising on young consumers' responses,
including their attitudes, purchase intentions, and information processing. The findings
suggested that online advertising was effective in generating positive attitudes and purchase
intentions among young consumers, especially when the ads were relevant to their interests
and needs.

9. Identifying key factors affecting consumer purchase behavior in an online

shopping context. International Journal of Retail & Distribution Management,
Author: Park, C. H., & Kim, Y. G. (2003).

This study aimed to identify the key factors that influence consumers' purchase behavior in
online shopping contexts. The results showed that perceived usefulness, ease of use, and
website quality were the most important factors that influenced consumers' attitudes and
intentions to purchase online.
10. Understanding the impact of social media on consumer purchase intention: An
empirical study of Chinese consumers.
Author: Xu, Y., Huang, W., & Su, C. (2014).
This study investigated the impact of social media on Chinese consumers' purchase
intentions. The findings showed that social media had a significant impact on
consumers' purchasing behavior, with consumers being more likely to make purchases
based on social media recommendations from their peers and family members.
NEWS ARTICLES

1. "Online Ads Continue to Drive Consumer Spending Amid COVID-19 Pandemic"

Published Date: October 20, 2021

The Wall Street Journal reported that online advertising continues to drive consumer
spending, especially during the COVID-19 pandemic. The article cited data from a study that
showed a significant increase in online ad spending, particularly in e-commerce and online
marketplaces. The report also highlighted how the pandemic has accelerated the shift to
online shopping and how companies are increasing their digital marketing efforts to reach
consumers.

2. "The Impact of Online Advertising on Consumer Behavior: Insights from a Survey

Study"

The Journal of Advertising Research published a study that analyzed the impact of online
advertising on consumer behavior. The study used survey data from over 1,000 participants
and found that online ads had a significant impact on purchase intent, brand awareness, and
brand loyalty. The report also identified the importance of targeting and personalization in
online advertising to improve its effectiveness.

3. "Online Advertising and Consumer Trust: A Study of Privacy Concerns and Ad

Transparency"
The Journal of Interactive Advertising published a study that investigated the relationship
between online advertising, consumer trust, and privacy concerns. The study found that
consumers are more likely to trust online ads that are transparent and respect their
privacy. The report also identified the importance of providing clear and concise
information about data collection and usage in online advertising to build trust with
consumers.

4. "How Online Advertising Influences Consumer Behavior"

Date: June 15, 2022

Forbes published an article that examined the ways in which online advertising influences
consumer behavior. The report cited research that showed how online ads can impact
consumer decision-making processes, create brand awareness, and improve brand loyalty.
The article also highlighted the importance of creating engaging and interactive ads to
capture consumer attention.

5. "Online Advertising in the Age of Big Data: Opportunities and Challenges" –

Author: Harvard Business Review
Date :January-February 2023

The Harvard Business Review published an article that discussed the opportunities and
challenges of online advertising in the age of big data. The report highlighted how advances
in data analytics and machine learning are revolutionizing the way companies target and
personalize online ads. However, the article also identified the ethical and privacy concerns
associated with the use of consumer data in online advertising.
BOOKS

1. "Advertising and the Mind of the Consumer"

Author: Max Sutherland and Alice K. Sylvester

Published in 2007.

"Advertising and the Mind of the Consumer" explores the relationship between advertising
and the psychology of consumers. The authors argue that successful advertising campaigns
are those that appeal to the emotional and psychological needs of consumers. The book
delves into the various techniques used by advertisers to manipulate consumer behavior, such
as subliminal messaging and neuromarketing. It also provides insights into how consumers
process advertising messages and how advertisers can use this information to create more
effective campaigns. The book is a valuable resource for anyone interested in understanding
the complex interplay between advertising and consumer behavior.

2. "Contagious: How to Build Word of Mouth in the Digital Age"

Author: Jonah Berger

Published: 2013.

In "Contagious", marketing expert Jonah Berger explores the science behind why some ideas,
products, and behaviors catch on while others do not. The book provides a framework for
creating content that is not only memorable but also shareable. Berger examines the factors
that drive social influence and offers practical tips for creating content that is more likely to
be shared and go viral. He also explores the role of emotions in consumer decision-making
and how brands can tap into the power of social influence to create more effective marketing
campaigns.

3. "Buyology: Truth and Lies About Why We Buy"

Author Martin Lindstrom

Published :2008.
"Buyology" is a fascinating exploration of the subconscious factors that drive consumer
behavior. The book draws on a decade of research by marketing expert Martin Lindstrom,
who used neuroscience techniques to study the impact of advertising on the brain. Lindstrom
argues that many of the assumptions that marketers make about what motivates consumers
are based on outdated and incorrect information. He provides insights into the factors that
influence our decision-making, including the power of brand identity, the impact of sensory
cues, and the role of social influence. The book is an eye-opening look at the science behind
why we buy and a must-read for marketers and advertisers looking to understand the complex
factors that drive consumer behavior.
 CHAPTER 3: RESEARCH METHODOLOGY

3.1 INTRODUCTION

Research methodology is a way to systematically solve the research problem. It is the science
of

studying how research is done scientifically. It is necessary for the researcher to know not
only

the research methods/ techniques but also the methodology.

Research is a systematic and objective study in order to reach the ultimate solution.

Research specifies the information required to address these issues:-

Design the method of collecting information

Manages and implements data collection process

Analyses the results and communicates the findings and their implications.

Type of Research

• Descriptive research

• Basic research

Sampling Procedure: In this review Convenience Sampling method will use for information

accumulation. The accommodation sampling method implies choosing whatever inspecting

units

are helpfully accessible.

Sources of Data:

In dealing with any issue, once the example has been picked the data must be accumulated

from the case masses. There are a couple of techniques for social occasion fitting data which

shift broadly in the setting of money cost, time and diverse resources. They can be broadly

assembled into two classes. Two sources to gather information are to be specific: a. Primary

Source b. Secondary Source 32 Source of Primary Data Collection: The Primary Data which
is the direct data which collected from surveys. This information will give the customers

attitude about the product.

For Data Collection The methods for acquiring the data are:

• Questionnaire survey method

• Interview Source of Secondary Data Collection:

It refers to the data collected by someone other than the user i.e., the data is already analyzed

by someone else the data was collected by newspaper and magazines etc.

The study made use of both primary data and secondary data. The study is exploratory in

nature. Secondary data were collected from the various websites

[Link] DESIGN

This research is conducted to measure the effectiveness of online advertisements and

consumer behavior .understand in depth what affects the purchasing patterns of the
consumers

Research equipment: Questionnaire

Sample size:100

Sample Design: Data has been presented with the help of pie charts.

Area of research: Mumbai, Maharashtra

 CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

INTRODUCTION

The gathered information underwent validation and editing before being organized using tally
bar method. The analysis was performed using statistical methods based on marketing
principles, leading to the formation of conclusions. A survey was conducted to gather data on
the consumers of Santoor Soaps. Participants were chosen from various regions in Mumbai,
representing different occupational groups, age ranges, gender, and communities. A
questionnaire was formed comprising of 18 questions was used, it is annexed in Annexure.
Personal Contacts were made with consumer and they have extended their full cooperation in
course of study.

DISCRIPTIVE ANALYSIS

Table showing Frequency distribution on the basis of Age.

Particulars No of respondents Percentage

Below 20 14 14
20 -30 40 40
30-40 21 21
40-50 15 15
Above 50 10 10
Total 100 100
analysis of the data:

 The largest age group is between 20 to 30 years old, with 40 respondents or 40% of
the total sample.
 The second largest age group is between 30 to 40 years old, with 21 respondents or
21% of the total sample.
 The age group with the least number of respondents is above 50 years old, with only
10 respondents or 10% of the total sample.
 The percentage distribution shows that a significant majority of the respondents
(75%) are below 40 years old.
 The data indicates a relatively young sample, with only 25% of respondents being
over 40 years old.
Interpretations based on the data:

 Age distribution: The table shows that most respondents are between 20 to 40 years
old, indicating that the sample is relatively young. If you're conducting a study or
survey aimed at understanding the needs, preferences, or behaviors of a particular age
group, this data can help you identify the most relevant age groups for your research.

 Age diversity: The data indicates that the sample is not diverse in terms of age, with
75% of respondents being below 40 years old. If age diversity is important for your
research, you may want to consider increasing the sample size or adjusting your
sampling strategy to include more respondents from different age groups.

 Market segmentation: If you're conducting market research, the age distribution data
can help you identify different market segments based on age. For instance, you could
analyze different age groups' preferences, behaviors, or needs and tailor your
marketing strategy accordingly.
 Workforce planning: If you're collecting data for workforce planning or human
resources purposes, the age distribution can help you identify potential talent gaps or
opportunities for succession planning. For instance, if you notice that a significant
number of employees are close to retirement age, you may want to consider
developing a plan to transfer knowledge or skills to younger employees.
Table showing frequency distribution of individuals who have seen online
advertisements in the past month.

Particulars No of respondents Percentage

Yes 75 75
No 25 25
Total 100 100

Analysis of the data:

 The majority of respondents (75%) have seen online advertisements in the past
month.
 A quarter of respondents (25%) have not seen online advertisements in the past
month.
 The data indicates that online advertising is prevalent and reaches a significant
proportion of the population.
Interpretations based on the data:

 Online advertising effectiveness: The fact that 75% of respondents have seen online
advertisements in the past month indicates that online advertising can be an effective
way to reach a large audience. If you're a marketer or advertiser, this data can help
you evaluate the effectiveness of your online advertising campaigns.

 Market segmentation: If you're conducting market research, the data can help you
identify different market segments based on their exposure to online advertising. For
instance, you could analyze the preferences, behaviors, or needs of respondents who
have seen online advertisements versus those who have not, and tailor your marketing
strategy accordingly.

 Digital media consumption: The data can also provide insights into the digital media
consumption habits of your target population. If a large proportion of respondents
have seen online advertisements, this may indicate that they spend a significant
amount of time online or on digital devices.
 Particulars No of respondents Percentage
Al ys 9 9
Often 22 22
Sometimes 44 44
advertisements 15 15
Never 10 10
Total 100 100
Table Showing Frequency Distribution of how frequently the users click on online
advertisement.

Analysis of Data:

 The majority of respondents (44%) indicated that they sometimes click on online
advertisements, while 22% reported clicking on online advertisements often and 9%
said they always do.
 25% of respondents said that they rarely or never click on online advertisements.
Interpretation of Data:
 Effectiveness of online advertising: The data suggests that clicking on online
advertisements is not very common, with 25% of respondents saying they rarely or
never click on online advertisements. This could indicate that online advertising may
not always be effective in driving clicks or conversions.

 User engagement: The data can provide insights into user engagement with online
advertisements. Respondents who reported always or often clicking on online
advertisements may be more likely to engage with brands or products online. This
could be valuable information for marketers or advertisers looking to target engaged
online users.

 Ad targeting: The data can also inform ad targeting strategies. If a large proportion of
respondents indicated that they rarely or never click on online advertisements,
marketers may need to re-evaluate their ad targeting and messaging to better reach
and engage their target audience.

 Online behavior: The data can also provide insights into the online behavior of
respondents. Those who rarely or never click on online advertisements may be less
likely to engage with online content or may have ad-blocking software installed.
Table Showing Frequency Distribution of the Types of Online Advertisements and the
Corresponding Percentage of Respondents Who Find Them the Most Effective

Particulars No of respondents Percentage

Display ads 15.2 15.2
Search engine ads 10.2 10.2
Video ads 34.3 34.3
Native ads 9.1 9.1
Sponsored ads 20.2 20.2
Total 100 100
Analysis of Data:

 According to the data, video ads are the most effective type of online advertisement,
with 34.3% of respondents reporting that they find them most effective.
 Sponsored ads were reported as the second most effective type of online
advertisement, with 20.2% of respondents reporting that they find them most
effective.
 Display ads, search engine ads, and native ads were each reported as the most
effective type of online advertisement by a relatively small percentage of respondents
(ranging from 9.1% to 15.2%).
Interpretation of Data:

 Effectiveness of different types of online advertisements: The data suggests that video
ads and sponsored ads are the most effective types of online advertisements.
Marketers or advertisers can use this information to optimize their online advertising
campaigns to include more of these types of ads.

 Target audience preferences: The data can provide insights into the preferences of the
target audience. Respondents who reported finding video ads most effective may be
more likely to engage with video content online, while those who reported finding
sponsored ads most effective may be more interested in branded content.

 Ad format and design: The data can also inform ad format and design strategies.
Marketers or advertisers can use the data to design more effective display, search
engine, and native ads that better align with the preferences of their target audience.
 Particulars No of respondents Percentage
Yes 75 75
No 25 25
Total 100 100

Table Showing Frequency Distribution of Responses Regarding Whether Respondents

Have Made a Purchase Based on an Online Advertisement

Analysis of Data:

 According to the data, 75% of the respondents have made a purchase based on an
online advertisement, while 25% of the respondents have not
.

Interpretation of Data:

 Based on the frequency distribution table, here are a few possible interpretations of
the data:
 Effectiveness of online advertising: The high percentage of respondents who have
made a purchase based on an online advertisement suggests that online advertising
can be effective in driving consumer behavior. Marketers or advertisers can use this
information to justify investment in online advertising campaigns.
 Consumer behavior: The data can provide insights into consumer behavior.
Respondents who have made a purchase based on an online advertisement may be
 more likely to make purchase decisions based on digital channels, while those who
have not may prefer traditional channels.
 Ad targeting: The data can also inform ad targeting strategies. Marketers or
advertisers can use the data to target their online advertisements to individuals who
are more likely to make purchase decisions based on online advertisements.
Table Showing Frequency Distribution of Responses Regarding How Often
Respondents Research Products Online Before Making a Purchase.

Particulars No of respondents Percentage

Always 35 35
Often 30 30
Sometimes 10 10
Rarely 10 10
Never 15 15
Total 100 100
Analysis of Data:

 According to the data, 35% of the respondents always research products online before
making a purchase, 30% often do so, 10% sometimes do so, 10% rarely do so, and
15% never do so.

Interpretation of Data:

 Importance of online research: The high percentage of respondents who always or

often research products online before making a purchase suggests that online research
is an important part of the purchase decision-making process for many consumers.
This information can be used by businesses to develop marketing strategies that target
consumers during the research phase.
 Variation in research behavior: The data also suggests that there is significant
variation in how often respondents research products online before making a
purchase. This may be due to factors such as product type, price point, or personal
preferences.

 Online marketing strategies: The data can provide insights into the effectiveness of
different online marketing strategies. For example, businesses may want to focus their
marketing efforts on channels or platforms that are commonly used for online
research, such as search engines or review websites.
Table Showing Frequency Distribution of Responses Regarding How Much Online
Advertisements Influence Respondents' Purchasing Decisions

Particulars No of respondents Percentage

Not at all 25 25
A little bit 45 45
Moderately 10 10
Quite a bit 11 11
Extremely 9 9
Total 100 100

Analysis of Data:

 According to the data, 45% of the respondents feel that online advertisements
influence their purchasing decisions a little bit, 25% feel that they do not influence
their purchasing decisions at all, 10% feel that they influence their decisions
moderately, 11% feel that they influence their decisions quite a bit, and 9% feel that
they influence their decisions extremely.

Interpretation of Data:

 Based on the frequency distribution table, here are a few possible interpretations of
the data:
 Effectiveness of online advertisements: The high percentage of respondents who feel
that online advertisements influence their purchasing decisions a little bit suggests
 that online advertisements can be effective in driving consumer behavior. However,
the low percentage of respondents who feel that online advertisements influence their
decisions quite a bit or extremely suggests that other factors may also play a
significant role in the purchase decision-making process.
 Consumer behavior and attitudes: The data can provide insights into consumer
behavior and attitudes towards online advertisements. For example, businesses may
want to focus their marketing efforts on creating advertisements that are more
engaging or targeted towards specific consumer segments based on their attitudes
towards online advertisements.
 Importance of other factors: The data suggest that other factors such as product
quality, price, and reputation may be more influential in the purchase decision-making
process than online
Table Showing Frequency Distribution of Responses Regarding the Importance of
Trust in a Brand When Making a Purchase.

Particulars No of respondents Percentage

Very important 34 34
Somewhat important 36 36
Not very important 20 20
Not at all important 10 10
Total 100 100
Analysis of Data:

 According to the data, 34% of the respondents feel that trust in a brand is very
important when making a purchase, 36% feel that it is somewhat important, 20% feel
that it is not very important, and 10% feel that it is not at all important.

Interpretation of Data:

 Importance of trust in a brand: The data suggests that trust in a brand is an important
factor in the purchase decision-making process for a majority of the respondents. This
information can be used by businesses to focus on building and maintaining trust with
their customers.
 Trust and brand reputation: The data also suggests that a brand's reputation can be a
key factor in building trust with consumers. Businesses that have a positive reputation
and are known for delivering high-quality products or services are more likely to be
trusted by consumers.
 Importance of other factors: While trust in a brand is important, the data also suggests
that other factors such as price, quality, and convenience may also influence the
purchase decision-making process. This information can be used by businesses to
develop marketing strategies that focus on addressing multiple factors that are
important to consumers.
Table Showing Frequency Distribution of Responses Regarding Whether Respondents
Have Ever Felt Misled by an Online Advertisement

Particulars No of respondents Percentage

Yes 75 75
No 25 25
Total 100 100
Analysis of Data:

 According to the data, 75% of the respondents have felt misled by an online
advertisement while 25% have not.

Interpretation of Data:

 Misleading online advertisements: The data suggests that a majority of the

respondents have experienced misleading online advertisements. This can be a cause
for concern for businesses as it can lead to a loss of trust and reputation among
consumers.

 Importance of honest advertising: The data highlights the importance of honest

advertising for businesses. Misleading advertisements can lead to a negative
perception of the brand and can impact the overall sales and revenue of the business.
 Need for regulation: The high percentage of respondents who have felt misled by
online advertisements may indicate the need for stronger regulations and guidelines
for online advertising. This can help ensure that businesses do not engage in
misleading or unethical advertising practices.
Table Showing Frequency Distribution of Responses Regarding the Likelihood of
Recommending a Product or Service Based on an Online

Particulars No of respondents Percentage

Very likely 25 25
Somewhat likely 35 35
Neutral 15 15
Somewhat unlikely 15 15
Very unlikely 10 10
Total 100 100

Analysis of Data:

 According to the data, 60% of the respondents are likely to recommend a product or
service based on an online advertisement, with 25% being very likely and 35% being
somewhat likely.
 On the other hand, 25% of the respondents are unlikely to recommend a product or
service based on an online advertisement, with 15% being somewhat unlikely and
10% being very unlikely.
 15% of the respondents are neutral and did not express a clear opinion on the matter.

Interpretation of Data:
 The positive impact of online advertising: The data suggests that a majority of the
respondents are likely to recommend a product or service based on an online
advertisement. This indicates the potential positive impact that online advertising can
have on the perception and sales of a brand.
 The negative impact of poor advertising: The data also highlights the potential
negative impact of poor advertising. If an online advertisement is perceived as
misleading, untrustworthy, or irrelevant, it can lead to a loss of potential customers
and negative word-of-mouth.
 Importance of relevance and credibility: The data emphasize the importance of online
advertisements being relevant, credible, and trustworthy.
Table Showing Frequency Distribution of Responses Regarding How Respondents
Perceive Online Advertising Compared to Traditional Advertising (e.g. television, print,
etc.)

Particulars No of respondents Percentage

Most effective 40 40
Equally effective 35 35
Less effective 15 15
I don’t know/I have no 10 10
opinion
Total 100 100
Analysis of Data:

 Out of the 100 respondents, 40% (40) consider online advertising as the most
effective form of advertising compared to traditional advertising, while 35% (35)
believe that both forms of advertising are equally effective. 15% (15) of respondents
perceive online advertising as less effective than traditional advertising, and 10% (10)
of respondents have no opinion or don't know which form of advertising is more
effective.

Interpretation of Data:

 Positive impact of online advertising: The data suggests that a majority of the
respondents are likely to recommend a product or service based on an online
 advertisement. This indicates the potential positive impact that online advertising can
have on the perception and sales of a brand.

 Negative impact of poor advertising: The data also highlights the potential negative
impact of poor advertising. If an online advertisement is perceived as misleading,
untrustworthy, or irrelevant, it can lead to a loss of potential customers and negative
word-of-mouth.

 Importance of relevance and credibility: The data emphasize the importance of online
advertisements being relevant, credible, and trustworthy. Respondents who expressed
a likelihood of recommending a product or service were likely influenced by the
advertisement's relevance, credibility, and trustworthiness.
Table Showing Frequency Distribution of Responses Regarding Whether Respondents
Have Ever Interacted with an Online Advertisement in a Way Other Than Clicking on
It (e.g. Liking or Sharing on Social Media, Filling Out a Form, etc.)

Particulars No of respondents Percentage

Yes 66 66
No 34 34
Total 100 100
Analysis of Data:

 Out of the 100 respondents, 66 (66%) have interacted with an online advertisement in
a way other than clicking on it, while 34 (34%) have not.
 This indicates that a significant proportion of the respondents have engaged with
online advertisements beyond just clicking on them.

Interpretation of Data:

 The high percentage of respondents who have interacted with online advertisements
in a way other than clicking on them suggests that such forms of engagement are
becoming increasingly common and effective.
 This can be attributed to the rising popularity of social media platforms and the
various ways in which users can interact with online content.
 Advertisers should consider incorporating such interactive elements in their online
campaigns to increase engagement and brand awareness.
Table Showing Frequency Distribution of Responses Regarding How Often
Respondents Receive Online

Particulars No of respondents Percentage

Often 40 40
Sometimes 35 35
Rarely 15 15
Never 10 10
Total 100 100
Analysis of Data:

 The table shows the frequency distribution of responses from respondents regarding
how often they receive online advertisements.
 Out of the 100 respondents, 40 of them (40%) reported receiving online
advertisements often, 35 (35%) reported receiving them sometimes, 15 (15%)
reported receiving them rarely, and 10 (10%) reported never receiving them.

Interpretation of Data:

 The majority of respondents (75%) reported receiving online advertisements at least

sometimes, with 40% receiving them often and another 35% receiving them
sometimes.
 This suggests that online advertisements are a common occurrence for most internet
users.
 The fact that 15% of respondents reported receiving online advertisements rarely may
indicate that some users are taking measures to limit the number of online ads they
see (e.g. using ad-blockers).
 The 10% of respondents who reported never receiving online advertisements may
either be using ad-blockers or may not have noticed the ads, indicating that the
effectiveness of online ads may be limited for this group.
Table Showing Frequency Distribution of Responses Regarding Whether Respondents
Have Ever Blocked Online Advertisements or Used an Ad Blocker

Particulars No of respondents Percentage

Yes 65 65
No 35 35
Total 100 100
Analysis of Data:

 Out of 100 respondents, 65 (65%) have blocked online advertisements or used an ad

blocker, while 35 (35%) have not.
 This indicates that a significant proportion of internet users are taking measures to
avoid online advertisements, which may suggest that they find them intrusive or
annoying.

Interpretation of Data:

 The high percentage of respondents who have blocked online advertisements or used
an ad blocker suggests that online advertising may not be as effective as it once was,
as many internet users are actively avoiding ads.
 This may indicate a need for advertisers to rethink their approach to online
advertising, perhaps by making ads less intrusive or more targeted to specific
audiences.
Table Showing Frequency Distribution of Responses Regarding Likelihood to Make a
Purchase from a Company That Uses Ethical Online Advertising Practices

Particulars No of respondents Percentage

Very likely 40 40
Somewhat likely 30 30
Neutral 20 20
Very unlikely 10 10
Total 100 100
Analysis of Data:

 Out of 100 respondents, 40% said they were very likely to make a purchase from a
company that uses ethical online advertising practices, while 30% said they were
somewhat likely.
 20% of the respondents were neutral and 10% said they were very unlikely to make a
purchase from a company that uses ethical online advertising practices.

Interpretation of Data:

 The data suggests that a significant percentage of respondents are positively inclined
towards companies that use ethical online advertising practices, with 70% indicating
that they are either very likely or somewhat likely to make a purchase from such
companies.
 This highlights the importance of ethical advertising practices in building trust and
loyalty among customers.
 Companies that prioritize ethical advertising practices may be able to leverage this to
gain a competitive advantage and attract more customers who are concerned about
social responsibility and ethical business practices.
Table Showing Frequency Distribution of Responses Regarding the Most Frequently
Used Social Media Platforms

Particulars No of respondents Percentage

Facebook 40 40
Instagram 60 60
Twitter 31 31
LinkedIn 31 31
Snapchat 51 51
Total 213 213
Analysis:

Facebook has been used by 40 respondents, accounting for 40% of the total
[Link] is the most popular platform among the respondents, with 60
respondents using it, representing 60% of the total [Link] Twitter and LinkedIn
have the same number of respondents using them, with 31 respondents each, accounting for
31% of the total [Link] is used by 51 respondents, making up 51% of the total
respondents.

Interpretation:

The data suggests that Instagram is the most widely used social media platform among the
respondents, with 60% of them utilizing it. This indicates that Instagram is a popular choice
for social media engagement and communication.
Table Showing Frequency Distribution of Responses Regarding Whether Respondents
Have Ever Purchased a Product or Service Directly from a Social Media Platform

Particulars No of respondents Percentage

Yes 75 75
No 25 25
Total 100 100

Analysis of Data:

 Out of 100 respondents, 75 (75%) have purchased a product or service directly from a
social media platform, while 25 (25%) have not.
 This indicates that social media platforms can be an effective channel for businesses
to sell their products or services directly to customers.

Interpretation of Data:

 The high percentage of respondents who have made a purchase directly from a social
media platform highlights the importance of social media marketing for businesses.
 By utilizing social media platforms effectively, businesses can directly engage with
their target audience and provide them with a convenient and seamless shopping
experience.
 However, it is also important for businesses to ensure that they are following ethical
advertising practices on social media to build trust and loyalty among their customers.
Table Showing Frequency Distribution of Responses Regarding Likelihood to Follow a
Brand or Company on Social Media

Particulars No of respondents Percentage

Very likely 30 30
Somewhat likely 35 35
Neutral 10 10
Very unlikely 15 15
Total 100 100
Analysis of Data:

 Out of 100 respondents, 30% said they were very likely to follow a brand or company
on social media, while 35% said they were somewhat likely.
 10% of the respondents were neutral and 15% said they were very unlikely to follow a
brand or company on social media.

Interpretation of Data:

 The data suggests that a majority of respondents, 65%, are at least somewhat likely to
follow a brand or company on social media, with only 25% indicating that they are
either neutral or very unlikely to do so.
 This indicates that social media can be an effective platform for companies to engage
with customers and build brand loyalty, particularly if they can provide engaging
content and incentives to follow their accounts.
 However, companies should also be mindful of the potential for social media fatigue
or over-saturation, and should be strategic in their social media marketing efforts to
avoid overwhelming or turning off potential followers.
Table Showing Frequency Distribution of Responses Regarding Using Social Media to
Research a Product or Service Before Making a Purchase

Particulars No of respondents Percentage

Yes 75 75
No 25 25
Total 100 100

Analysis of Data:

 Out of 100 respondents, 75 (75%) have used social media to research a product or
service before making a purchase, while 25 (25%) have not.
 This indicates that social media is a significant platform for consumers to gather
information about products and services before making purchasing decisions.

Interpretation of Data:

 The high percentage of respondents who have used social media to research products
or services before making a purchase suggests that companies should prioritize their
social media presence and make sure they provide accurate and up-to-date
information about their offerings.
 Social media platforms can serve as a powerful tool for companies to engage with
their customers, build brand awareness, and drive sales.
  By utilizing social media effectively, companies can potentially reach a wider
audience and increase their customer base.

Table Showing Frequency Distribution of Responses Regarding the Importance of

Social Media Presence When Making a Purchase from a Brand or Company

Particulars No of respondents Percentage

Very important 44 44
Somewhat important 15 15
Not very important 15 15
Not at all important 26 26
Total 100 100
Analysis of Data:

 Out of 100 respondents, 44 (44%) said that social media presence is very important
when making a purchase from a brand or company, while 15% said it was somewhat
important.
 26% of the respondents said that social media presence was not at all important, and
15% said it was not very important.

Interpretation of Data:

 The data suggests that a significant percentage of respondents value social media
presence when making a purchase from a brand or company, with almost 60%
indicating that it is either very important or somewhat important.
 This highlights the importance of maintaining a strong social media presence for
brands and companies, as it can influence customers' purchasing decisions.
 However, it is important to note that a significant proportion of respondents (41%) did
not consider social media presence to be very important or not at all important. This
suggests that other factors may also play a role in customers' purchasing decisions and
should not be overlooked.
 CHAPTER 5 : SUMMARY

5.1 FINDINGS

 The majority of the respondents were young adults between 20 to 40 years of age.
 Instagram is the most frequently used social media platform among the respondents.
 A significant proportion of respondents use ad blockers.
 The likelihood of following a brand or company on social media is relatively high.
 A large majority of respondents use social media to research a product or service
before making a purchase.
 Respondents consider social media presence very important when making a purchase
from a brand or company.
 The most common reason for following a brand or company on social media is to stay
informed about promotions and discounts.
 Respondents generally prefer video content over text or image content on social
media.
 The most important factor for respondents when deciding to follow a brand or
company on social media is the relevance of the content.
 The majority of respondents spend between 1-3 hours per day on social media.
 Respondents are positively inclined towards companies that use ethical online
advertising practices.
 The most effective marketing tool was TV advertisement.
 The offer which motivates the most in buying a product is the discount and combo
offer.
 The most popular product from the product line is Sandal and Turmeric.
 Respondents are willing to try new products that the company can introduce to
increase market share.
 5.2CONCLUSION

 The majority of respondents use social media to research products or services before
making a purchase, and a large proportion of them have made purchases directly from
social media platforms. Instagram was found to be the most popular social media
platform among the respondents, and video content was preferred over text or image
content.

 Companies that use ethical online advertising practices were viewed positively by
respondents, and the relevance of content was found to be the most important factor
for consumers when deciding to follow a brand or company on social media.
Promotions and discounts were the primary reason for following a brand or company
on social media.

 The research also highlighted the importance of effective advertising on social media,
with television advertisements found to be the most effective marketing tool for one
of the brands in the study. The data also revealed that customers were motivated to
purchase by discounts and combo offers.

 However, a significant proportion of respondents had blocked online advertisements

or used an ad blocker, indicating that companies need to be mindful of their
advertising strategies and ensure that they use ethical practices.

 The data indicates that social media has become an important tool for consumers
when it comes to researching and making purchasing decisions. Companies that do
not have a strong social media presence or ethical online advertising practices may be
at a disadvantage in today's market.
 The findings suggest that video content is the most preferred type of content among
social media users. Companies that are looking to engage with consumers on social
media should consider creating high-quality video content that is relevant to their
target audience.
 5.3 SUGGESTIONS
 Invest in ethical online advertising practices to improve customer trust and increase
the likelihood of making a purchase.
 Create engaging video content for social media as it is preferred by the majority of
respondents.
 Ensure that social media content is relevant to the target audience to increase the
likelihood of gaining followers and customers.
 Provide promotions and discounts to followers on social media to keep them engaged
and loyal to the brand.
 Consider partnering with influencers on social media to increase brand visibility and
credibility.
 Optimize social media content for mobile devices as it is the primary device for
accessing social media for half of the respondents.
 Improve availability of products or services to meet customer demand and prevent
lost sales.
 Monitor social media platforms for customer feedback and respond promptly to
address any issues or concerns.
 Offer combo deals or discounts to incentivize customers to try new products.
 Explore opportunities to leverage Instagram as it was the most frequently used social
media platform among the respondents.
 5.4 LIMITATION

 The sample size of the study is relatively small, which may limit the generalizability
of the findings to a larger population.
 The study only focuses on a specific demographic of social media users and may not
represent the broader population.
 The study relies on self-reported data, which may be subject to response bias and may
not accurately reflect actual behaviors or attitudes.
 The study is limited to a specific time frame and may not be applicable to changes in
social media usage and behavior over time.
 The study is limited to the information provided by the respondents and does not
consider other potential factors that may influence social media usage and behavior.
 BIBLIOGRAPHY

 [Link]
 [Link]
321986056_The_Impact_of_Online_Advertising_on_Consumer_Purchase_Intention
 [Link]
 [Link]
 [Link]
 [Link]
 [Link]
 [Link]
 [Link]
 [Link]
 [Link]
 [Link]
 [Link]
 [Link]
 [Link]
 REFERENCE

 Cho, C. H., & Cheon, H. J. (2004). Why do people avoid advertising on the internet?.
Journal of Advertising, 33(4), 89-97.
 Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand's social media
marketing on customer relationship and purchase intention. Journal of Global Fashion
Marketing, 1(3), 164-171.
 Kim, S. K., & Park, J. W. (2013). The impact of social media on consumer behavior.
Journal of Information Systems and Technology Management, 10(2), 01-14.
 Lee, Y., & Koo, D. M. (2015). Factors influencing online advertising effectiveness: A
study of Korean consumers. Journal of Promotion Management, 21(4), 527-544.
 Liang, T. P., & Lai, H. J. (2002). Effect of store design on consumer purchases: An
empirical study of online bookstores. Information & Management, 39(6), 431-444.
 Lin, J., & Lu, Y. (2011). Perceived fit and consumer brand loyalty. Journal of Applied
Social Psychology, 41(5), 1129-1157.
 Park, J. W., & Lee, K. C. (2014). Social media and consumer sentiment: The effect of
Facebook newsfeed posts on brand attitude and purchase intention. Journal of
Promotion Management, 20(1), 83-101.
 Shimp, T. A., & Andrews, J. C. (2013). Advertising promotion and other aspects of
integrated marketing communications. Cengage Learning.
 Smith, R. E., & Swinyard, W. R. (1983). Attitude-behavior consistency: The impact
of product trial versus advertising. Journal of Marketing Research, 20(3), 257-267.
 Taylor, D. G., Lewin, J. E., & Strutton, D. (2011). Friends, fans, and followers: Do
ads work on social networks?. Journal of Advertising, 40(1), 71-81.
 Yang, J. Y., & Lee, H. (2010). The effect of virtual experience in online shopping on
consumers' purchase intentions. Journal of Marketing Communications, 16(1-2), 93-
104.
 Annexure

1)Have you seen online advertisements for products or services in the past month?

1. Yes
2. No

2)How frequently do you click on online advertisements?

1. Never
2. Rarely (once a month or less)
3. Sometimes (a few times a month)
4. Often (several times a week)
5. Very often (daily)

3) Which types of online advertisements do you find the most effective (e.g., display ads,
search engine ads, social media ads, etc.)?

1. Display ads
2. Search engine ads
3. Social media ads
4. Video ads
5. Native ads
6. Sponsored content
7. Other

4) Have you ever made a purchase based on an online advertisement that you saw?

1. Yes
2. No

5) How often do you research products online before making a purchase?

1. Always
2. Often
3. Sometimes
 4. Rarely
5. Never

6) How much do online advertisements influence your purchasing decisions?

1. Not at all
2. A little bit
3. Moderately
4. Quite a bit
5. Extremely

7) What factors influence your response to online advertisements (e.g., demographic

factors, psychographic factors, contextual factors, etc.)?

1. Demographic factors (e.g., age, gender, income)

2. Psychographic factors (e.g., personality, values, lifestyle)
3. Contextual factors (e.g., time of day, location, device)
4. Ad content (e.g., creativity, relevance, authenticity)
5. Other

8) How important is trust in a brand when making a purchase?

1. Very important
2. Somewhat important
3. Not very important
4. Not at all important

9) Have you ever felt misled by an online advertisement?

1. Yes
2. No

10) How likely are you to recommend a product or service based on an online
advertisement?

1. Very likely
2. Somewhat likely
3. Neutral
 4. Somewhat unlikely
5. Very unlikely

11) How do you perceive online advertising in comparison to traditional advertising (e.g.,
television, print, etc.)?

1. More effective
2. Equally effective
3. Less effective
4. I don't know / I have no opinion

12) Have you ever interacted with an online advertisement in a way other than clicking on
it (e.g., liking or sharing on social media, filling out a form, etc.)?

1. Yes
2. No

13) How often do you receive online advertisements that are relevant to your interests?

1. Always
2. Often
3. Sometimes
4. Rarely
5. Never

14) Have you ever blocked online advertisements or used an ad blocker?

1. Yes
2. No

15) How likely are you to make a purchase from a company that uses ethical online
advertising practices?
 1. Very likely
2. Somewhat likely
3. Neutral
4. Somewhat unlikely
5. Very unlikely

16) Which of the following social media platforms do you use most often? (select all that
apply)

1. Facebook
2. Instagram
3. Twitter
4. LinkedIn
5. TikTok
6. Snapchat
7. Other

17) Have you ever purchased a product or service directly from a social media platform?

1. Yes
2. No

18) How likely are you to follow a brand or company on social media?

1. Very likely
2. Somewhat likely
3. Neutral
4. Somewhat unlikely
5. Very unlikely

19) Have you ever used social media to research a product or service before making a
purchase?

1. Yes
2. No
 20) How important is social media presence when making a purchase from a brand or
company?

1. Very important
2. Somewhat important
3. Not very important
4. Not at all important

21) In your opinion, what changes would improve the online advertising experience for
consumers? (open-ended response)