Influence of advertising and promotion on consumer behaviour in India

Shubham Prakash

Master's thesis

Abstract:

Consumer behaviour analysis is a prominent field of study in the marketing world to study the reasons why consumers act in a particular manner in a certain set of circumstances. This study gives the marketers an idea about the triggers that influence product purchases and ultimately the bottom lines of the company. Advertising and sales promotions activities of the organisations are the elements of the marketing mix which aid in the purchase process either directly or indirectly. This thesis identified two popular sectors of the Indian economy, namely FMCG and Automobile to study the Influence of advertising and sales promotions on the consumer behaviour. The research was divided into two parts. The first part studied the existing literature on the subject and the second part completed an empirical analysis to study the effects of promotions on consumer behaviour. There is a very limited literature available which shows the comparison of the consumer preferences across two sectors. The empirical results were presented after analysing the data from the survey of about 85 candidates across India. The results revealed that digital is the most popular medium among the respondents followed by television ads. Discounts and percentages off are the preferred sales promotions tactics in the FMCG as well as the Automobile sector. The most important reason for buying a product across both the categories was product satisfaction, followed by value for money, advertising and lastly sales promotions.

Keywords

consumer behavior, Influence, Effect, Fmcg sector, Advertising, sales promotion, Automobile sector

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 6. 4. 2020

Obhajoba závěrečné práce

• Vedúci: Ing. Richard Selby, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / odbor:
Economics Policy and Administration / Business Administration