A STUDY ON THE IMPACT OF ADVERTISEMENT ON BUYING BEHAVIOR OF CONSUMERS IN KORAMANGALA, BENGALURU

Consumer, as the King, really decides what should be manufactured by a firm. To satisfy the consumers as well as to sustain in the cut-throat competitive world, it is necessary for the firm to fulfil the expectations of buyers. Consumers differ from each other in their cultural and socio-economic status so there is no option for the manufacturers to know which marketing strategies attract more consumers, what efforts make the consumers preventing from switching over to other brands etc. According to the researcher, knowing the changing attitude of consumers towards the effectiveness of advertisements in various media is always an attractive topic to be discussed. For this research work, to test the impact of advertisement on buying behaviour of consumers in Koramangala, Bangalore district total of 87 samples were collected by using a convenient sampling method through a well-framed questionnaire. Hope, the findings and suggestions would be useful for advertisers to frame their advertisement campaigns effectively in the future. The data has been analysed by using Mean, Percentage analysis, Chi-Square Test, and Henry Garrett Ranking method tools to find out the results with the help of Statistical Package for Social Science (SPSS) software.