Académique Documents
Professionnel Documents
Culture Documents
2013
In the current era of information explosion and the world of media, advertisements play a major
role in changing the behavior and attitude of consumers towards the products shown in the
advertisements. The advertisements not only change the way of product is consumed by user
but alter the attitude with which they look at the product. All over the world, advertisements have
been used since ages for a wide variety of brands. For over the last two decades, a sharp
increase in advertisements per brand can be witnessed. Advertisements have great influence in
purchasing decision of customers for particular brands. It is a ubiquitously accepted fact that
advertisements can bestow special attributes upon a product or service that it may have lacked
otherwise. The present study focuses on identifying the influence of advertisements on the
consumer behavior and attitude with special reference to consumer durables.
Keywords: Advertisements, Consumers, Behavior, Attitude, Product
INTRODUCTION
To score attention;
To arose interest;
To create desire;
is called ebi filet-o. Ebi means shrimp in Japanese. Since Ebihara is such a famous model,
and her name is actually a bit strange, including
the word ebi, anybody in Japan can easily relate
Ebihara to ebi filet-o, even without saying anything
about the ham burger. Consumers easily got influenced by this ad and productivity for McDonald
went high as compared to other brands with even
less or similar price. It reflects the behavioral change in consumers due to advertisements.
According to Readers Digest surveys, European Trusted Brands, (www.rdtrusted brands.
com) conducted annually since 2000 and asking
respondents which brands they trusted most for
several product categories. There are several
national brands that have remained strong in the
face of the power of the large multinationals.
These are national brands that are either old or
include important national values in their
advertising, or both. In France, the French car
brand Renault is most trusted; in Germany and
Austria it is the German brand Volkswagen; and
in the Czech Republic, it is Skoda, an originally
Czech car brand. The most trusted car brand in
India is the Indian brand Maruti. This show the
influence of advertisements as local ads changes
CONCLUSION
The findings of the present study are that
advertisement worldwide influence the behaviour
and attitude formation of consumers not only in
India but also worldwide. The consumers of
durables products have their motivational sources
which are advertisements and study revealed that
advertisement motivates them to materialize the
purchase of durables. The consumers are induced significantly by advertisements when the
target is on quality and price. Purchase attitude
and behavior is influenced by variety of advertisements which cover product evaluation and brand
recognition.
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REFERENCES
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