Article Title

Impact of Advertisement on Customer Buying Behavior - A Case Study of District Kangra, Himachal Pradesh, India

Authors

Hem Raj, Sri Sai University Palampur (H.P), IndiaFollow
K.K. Parmar, Sri Sai University Palampur (H.P), IndiaFollow
O.C. Rana, Sri Sai University Palampur (H.P), IndiaFollow
Vikas Kumar, Sri Sai University Palampur (H.P), IndiaFollow

Abstract

The present study is related to find out the effective of various advertisements on customer buying behavior in Himachal Pradesh. For the evaluation and measurement of advertisement impact on customer buying behavior, the sample taken from the entire Kangra district of Himachal Pradesh. The present study helps the strategy makers and marketers to identify the potential customers with help of effective advertisement in the market.

Research Methodology - For this purpose a self structured questionnaire has been used to collect the data from 200 respondents from entire district Kangra of Himachal Pradesh. In the present study, chi square test has been used to measure the impact of advertisement on customer buying behavior with the help of SPSS version 16.0 (statistical package of social sciences software).

Results - It is observed that advertisement have a significant impact and positive correlation with consumer buying behavior. In this study age and gender variables also found to be significant

Recommended Citation

Raj, Hem; Parmar, K.K.; Rana, O.C.; and Kumar, Vikas (2014) "Impact of Advertisement on Customer Buying Behavior - A Case Study of District Kangra, Himachal Pradesh, India," Interscience Management Review: Vol. 4: Iss. 2, Article 8.
DOI: 10.47893/IMR.2011.1090
Available at: https://www.interscience.in/imr/vol4/iss2/8

DOI

10.47893/IMR.2011.1090