Advertisements on Consumer Purchasing Behavior case Study 2022

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ADVERTISEMENTS ON CONSUMER PURCHASING BEHAVIOUR
Effect of Digital Advertisements on Indian Consumers Purchasing Behaviour
Mayank Choubey
Webster University

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ADVERTISEMENTS ON CONSUMER PURCHASING BEHAVIOUR
Table of Contents
Chapter 1: Introduction 2
1.0 Research background 3
1.1 Problem statement 4
1.2 Aim of the research 5
1.3 Research objectives 6
1.4 Research questions 6
1.5 Research design and method 7
Chapter 2: Literature review 7
Chapter 3: Research methodology 17
Chapter 4: Analysis 19
Chapter 5: Conclusion 22
Recommendations 23
Conclusion 24
References 25

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Chapter 1: Introduction
The concept of managing digital advertisements is associated with the marketing
activities carried out by the business organisations for the purpose of influencing the
purchasing behaviours of consumers. Nowadays, with the advent of new technologies and
better communication processes, the business organisations have used different media
channels and managed digital advertising for the purpose of promoting the products and
services along with the development of new mediums for allowing the customers to gain
information and knowledge about the products and services delivered (Malik et al., 2013).
This will influence their purchasing behaviours and at the same time, encourage them to
make decisions regarding the purchase of these products and services. The increase in new
products available in the market has helped in various advertisements and promotions
managed by the businesses to motivate the people regarding their purchasing behaviours
(Solomon Dahl, White, Zaichkowsky & Polegato, 2014). This will also allow the customers
to gain deep insight about the company’s brand and products and then check whether their
needs and requirements will be fulfilled or not, based on which they will make purchase of
the products or services.
The multi case study design was used here considering the business organisations
named Flipkart, Red Chillies Entertainment, Bajaj, and Reliance Jio India. All these
companies have used digital marketing and promotional campaigns for the purpose of
exploiting the growth scopes and opportunities, which can assist in enhancing the level of
awareness among the customers, furthermore, gain unprecedented success within the
competitive business environment efficiently (Kumar & Raju, 2013).

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The research focuses on the digital advertisements managed with the help of using
digital platforms and even with the help of social media platforms for influencing the
consumer buying behaviour and at the same time, ensure that customers gain positive mind
set about the brand and its products, based on which, their purchasing behaviours will be
influenced. The perceptions’ of the brand and its products along with awareness about the
products and services are spread among the customers, which allow for gathering necessary
information and knowledge, furthermore, drive the buying behaviours of consumers to a
largest level possible (Pate & Adams, 2013). Therefore, the research study will highlight the
importance of digital advertisements that can shape the behaviours regarding purchases made
by the consumers and also provide deeper insight about the role of digital advertisements in
influencing the purchasing decisions effectively too. The engagement of social media
platforms can further boost the brand awareness with the help of promoting the products and
services, furthermore, enhance the level of awareness along with influencing their buying
behaviours too (Raheem, Vishnu & Ahmed 2014).
1.0 Research background
The background of research highlights the importance of managing digital
advertisements for promoting the products and services on online platforms as well as
through digital media for promoting the brand and make people believe how their needs and
requirements can be fulfilled by making purchases of the product (Wei & Lu, 2013). The
background of the study will also help in understanding the behaviours of consumers and
ensure that the companies prioritise on the implementation of the most suitable strategy for
advertising the products and services in an effective way.
Stephen, in the article “The role of digital and social media marketing in consumer
behaviour” stated that digital advertisements have radically influenced the buying behaviour

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and decisions about the effectiveness of digital advertisements and social media marketing
for positively influencing the buying behaviours of consumers effectively too (Stephen,
2016).
According to Goh, Heng, and Lin (2013), and the researcher’s title “Social media
brand community and consumer behaviour : Quantifying the relative impact of user-and
marketer-generated content”, it has been understood that the digital advertisements has been
further boosted with the engagement of social media platforms, which increased awareness
among the clients and at the same time, facilitate the purchasing behaviours of consumers,
thereby, resulted in presenting a positive brand image along with the products and services
delivered by the brand (Goh et al., 2013).
Considering the propositions of Jin and Phua (2014), the digital advertisements have
helped in electronic word of mouth promotions and at the same time, allowed the business
organisations to engage the tweets of celebrities about the products and services on the social
networks to create an impact on the perceptions of the consumers, ensured social
identification with the brand on which the tweet has been made, furthermore, influence the
purchasing behaviours of customers largely too (Jin & Phua, 2014).
The concept of digital advertisements and promotions has been a major driving factor
that affects the buying behaviours and decision making process from the perspectives of the
customers. (Wei & Lu, 2013).
1.1 Problem statement
The problem statement is the lack of awareness that has emerged due to the lack
of managing the digital advertisements properly. The advertisements and promotional
activities serve these purposes and can allow the business organisations to gain greater

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outreach to the clients, furthermore, encourage the customers to make purchases from the
organisation effectively as well (De Mooij, 2019). This has often been a major cause, due to
which, the businesses have failed to generate a positive brand image and identity, which also
resulted in poor loyalty among the customers towards the brand, thereby, weakened the
ability to draw in enough clients and influence their buying behaviours. It is also a true fact
that though there are multiple analytical sources, still every of these sources does not
determine the psychology of buying behaviours of customers and their purchases made
repetitively. Based on the statement of the problem, it has also been found that the different
types of digital advertising such as the banner advertisements, email marketing, social media
marketing, all are essential components of the digital marketing that have already the
companies such as Flipkart, Red Chillies Entertainment, Bajaj and Reliance Jio India to the
customers’ targeting methods or techniques (Romaniuk & Nenycz-Thiel, 2013). The digital
advertisements have also managed dual communication process between both the advertisers
as well as the customers, which has helped in grabbing the attention of the customers much
more comprehensively. The digital advertisements are quite easily transferrable as well as
deliver the right messages and information to the targeted audiences, which could also ensure
ease of influencing their behaviours regarding purchase and buying decisions too (Stephen,
2016).
1.2 Aim of the research
The research aims at determining the impact created with the use of digital
advertisements as part of the marketing approach to influence the buying behaviours and
purchasing decisions made by the customers considering the multi case study design of Red
Chillies Entertainment, Flipkart, Bajaj and Reliance Jio India.

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1.3 Research objectives
● To identify the probable impact of managing the digital advertisements by businesses
to influence the buying behaviours of customers in India and encourage purchasing
decisions as well
● To evaluate the various digital marketing approaches and techniques associated with
the businesses based on the demographic profiles of the Indian customers
● To assess the major effects caused with the implementation of this digital marketing
strategies on the transfer and exchange of information about the products between the
business and its clients
● To recommend necessary measures by which, the companies can facilitate the digital
marketing and promotional techniques for creating a larger customer base in India
1.4 Research questions
● How can the companies create a major impact on the buying behaviours of the
consumers with the help of digital advertisements and promotions in India?
● What are the different types of digital marketing techniques that can allow for transfer
of information and messages regarding the brand and its products to the customers for
influencing their buying behaviours?
● How could the assessment of demographic profile of customers help in better sharing
and exchange of information between the business and its clients in India?
● What are the necessary measures recommended for improving the digital marketing
efficiency and generate huge numbers of customers by influencing their purchasing
habits largely?

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1.5 Research design and method
Considering the fact that the research is based on the qualitative data, the exploratory
study has been followed here to draw information and data prior to conducting the research
on the effect of digital advertisements on the buying behaviours of the customers in India
(Malik et al., 2013). There is no need to collect primary data, rather the secondary data
collection has been the focus of the research, because of which, it is considered as a
qualitative study that can both determine the cause as well as the effect of these digital
marketing approaches adopted by the companies.
The data and information have been gathered from the secondary sources of data
including the journals, articles, newspapers, magazines as well as the websites containing
relevant information about the research study. Though there is no need to carry out the survey
process, in some cases, few of the people of the organisations can be interviewed for
collecting authentic data and information that can create new scopes and horizons for the
research to be conducted much more fruitfully (Jamshed, 2014).
Chapter 2: Literature review
According to Godey et al. (2016), it has been believed that the effects of digital
advertisements are immense and it has shifted the buying behaviours of consumers as well as
enhanced the effectiveness of marketing and promotions for specific brand products in the
competitive marketplace nowadays. The research study will be done on the basis of
qualitative data and secondary data, which can prove to be beneficial for determining how
these kinds of advertisements have helped in conveying the right messages and information
about the products to its customers and at the same time, met their demands and expectations
in the marketplace (Godey et al., 2016).