LBEF RESEARCH JOURNAL OF SCIENCE, TECHNOLOGY AND MANAGEMENT(LRJSTM) | ||
| E-ISSN: 2705-4748 P-ISSN: 2705-4683 | ||
Vol. 2, Issue 1 (Mar-2020)
EFFECTIVENESS OF ONLINE ADVERTISEMENT ON CONSUMER BUYING BEHAVIOUR OF CLOTHING AND ELECTRONICS PRODUCTS IN KATHMANDU VALLEY
Author(s):Sandeep Yadav, Dr. Deepmala Singh
Abstract:With the rapid growth of technology, internet has become wide market where consumer can fulfil their needs and wants. People has become familiar with the internet and it has become necessity in their lives. The main objective of the study is to determine the effectiveness of online advertisement in buying behavior of the consumer. The targeted consumer is the one who purchase clothes and electronic products. As these consist of diverse consumers, they are the targeted population. The time spent on online advertisement, impact of online advertisement and factors that influence consumer to buy the product is studied.
A descriptive research design is used in the study to determine the variables. Deductive approach is applied where the hypotheses are set and tested using various tools. The sample size for the study is 203 and the convenience sampling is used. The primary data was collected through set of structured questionnaires. Filled questionnaires from the respondents are checked to remove errors if there is any. Microsoft Excel and SPSS are used to record and process the collected data and information. The multiple linear regression is used to determine the relationship between the variables.
The results of the study revealed that there is relationship between time spent on online advertisement and consumer buying behavior. However, most respondents are neutral on the statement on the impact of online advertisement and factors that influence them to buy the product. This may be due to consumers are still not sure about the reliability of the online advertisements as it is still growing. Therefore, the study suggests that there should be reliability and insurance of the product that is displayed online. The quality must be maintained as displayed online so that people can believe that online advertisement is effective as it seems. Similarly, proper marketing must be done so understand the needs and demand of the consumer.
A descriptive research design is used in the study to determine the variables. Deductive approach is applied where the hypotheses are set and tested using various tools. The sample size for the study is 203 and the convenience sampling is used. The primary data was collected through set of structured questionnaires. Filled questionnaires from the respondents are checked to remove errors if there is any. Microsoft Excel and SPSS are used to record and process the collected data and information. The multiple linear regression is used to determine the relationship between the variables.
The results of the study revealed that there is relationship between time spent on online advertisement and consumer buying behavior. However, most respondents are neutral on the statement on the impact of online advertisement and factors that influence them to buy the product. This may be due to consumers are still not sure about the reliability of the online advertisements as it is still growing. Therefore, the study suggests that there should be reliability and insurance of the product that is displayed online. The quality must be maintained as displayed online so that people can believe that online advertisement is effective as it seems. Similarly, proper marketing must be done so understand the needs and demand of the consumer.
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Pages: 59-72
