AN ANALYSIS OF INTERNET ADVERTISEMENT EFFECTS ON CONSUMER PURCHASING BEHAVIOR. AN EMPIRICAL STUDY OF KHAIRPUR DISTRICT

Abstract

Nowadays, advertisers anticipate to change and consume billion in internet advertisement in the upcoming years than TV, print media and other conventional advertisement. With the fast growth in technology, the internet is seemly an essential one stop stage for consumers in outcome most of their desires. Internet advertisement encourages in communication, amusement, shopping, exploration of information, internet promote as a remedy for all their requirements. The existing research examined the effectiveness of internet advertisement on consumer purchasing behaviour by directing a case study of Khairpur district, Sindh. The research pursued to define the effectiveness of internet advertisement on extent and design of awareness; to establish the consistency of internet advertisement through recall; and to analyse the relationship between internet advertisement and buying decision. The research is conducted as a case study research design. The target population was the respondents of Khairpur district. The research focus on convenient sampling technique to select 400 respondents in the Khairpur district. The primary data was gathered through questionnaires. Qualitative data was evaluated through content analysis although the quantitative data was evaluated using descriptive statistics with the help of SPSS. Regression analysis was conducted to measure the relationships among the variables. The data was arranged in tables and graphs and also in percentages, means, standard deviations & frequencies. The research showed that internet advertisement was effective on reach and formation of awareness because of multiform usage. Internet advertisement has important relationship with purchase decision of the consumers and hence is an essential determinant in impelling consumer purchasing behaviour.