IMPACT OF ONLINE AND CONVENTIONAL ADVERTISEMENT ON CONSUMER BUYING BEHAVIOUR OF BRANDED GARMENTS

This paper aims to highlight the impact of online and conventional advertisement on consumer buying behaviour of branded garments. Advertising had recognized itself as an important selling media and without advertisement any market cannot continue to exist. To investigate the direct and indirect relationship of independent variables online and conventional advertisement with dependent variable consumer buying behaviour structural equation modelling (SEM) is used, questionnaire was used as a quantitative data collection tool. Indirect relation of online and convention ad with consumer buying behaviour is measured through two mediators advertising characteristics and consumer attitude to find significant factors which influence consumer buying behaviour. Results revealed that quality, design, content of advertisement, loyalty of consumer towards brand and previous buying experience of consumer are significant factors which influence consumer buying behaviour and effect the direct impact of online and conventional advertisement on consumer buying behaviour through their strong mediating effect. This research will help companies to know not only about today‘s consumer mindset that what they actually want to see in advertisement but also which advertising medium is better for the promotion of their product.