INFLUENCE OF ADVERTISING ON ATTITUDE OF YOUNG INDIAN CONSUMERS –AN EMPIRICAL STUDY

Abstract

Purpose-Due to the changing dynamics of India Business over the last nearly two decades and advances seen in the Internet technology, there is a tremendous growth in Advertising sector understanding the consumers attitude towards advertising is therefore is of great significance. However this paper is attempts to examine the consumer attitude towards Advertising.

 Methodology-The aim of this research was to investigate the determinants of consumer’s attitude towards advertising among300 faculty members of engineering/MCA colleges/Institutions. A total of 237 faculty members from private colleges in western U. P. India participated in this research .Six independent variables are determined to examine the influence for the study. The data were collected through personal administration and had 237 valid responses.

Findings-The statistical outcome shows that in formativeness, entertainment positively relates to consumer’s attitude towards advertisingwhileConsumer Psychology (CP) was found to be negatively related to attitude towards advertising. Furthermore, it was found that in general there is more positive attitude towards advertising and therefore the more the consumers likes searching for product information, the more positive the attitude towards advertising will be.