A STUDY ON THE EFFECTIVENESS OF INTERNET ADVERTISING ON CONSUMER BUYING BEHAVIOUR TOWARDS MOBILE PHONES
Journal Title: IJAR-Indian Journal of Applied Research - Year 2018, Vol 8, Issue 3
Abstract
With the technological growth internet is an important point for customers in finding most of their needs .Be it communication, shopping, information search, internet is being used. Even if the customers are online for their personal work they do not notice the ads, banners displayed on the web page. The current study investigated the effectiveness of internet advertising on customer behavior towards mobile phones. This study is based on primary data collected from internet users by using a structured questionnaire. Data collected for the study is tested using T test and ANOVA. It was found out from the study that male and female are influenced by internet advertising but females are not more influenced than male. Similarly the age group and income group are not factors that determine how much internet advertisement is able to influence the consumer buying behaviour.
Authors and Affiliations
Athma Jayaprakash, Dr. M. A Joseph
Keywords
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