Impact of Digital Advertisements on Consumer Purchasing Behavior

This report examines the significant influence of digital advertisements on consumer purchasing behavior, particularly within the Indian market. It explores the role of various digital marketing techniques, including social media and online platforms, in shaping consumer decisions. The research anal...Read More

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Effect of Digital Advertisements on Indian Consumers Purchasing Behaviour
Mayank Choubey
Webster University

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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?

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● What are the necessary measures recommended for improving the digital marketing
efficiency and generate huge numbers of customers by influencing their purchasing
habits largely?
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

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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).
Buil et al. (2013), on the other hand, argued about the demographic profiles of customers
and their buying preferences, which have often changed from time to time and with multiple
companies in the business environment, they can switch on to some other company other than
their preferred brand any time. The marketing methods and techniques are managed by
businesses with the priority, being the focus on the targeted customers in the market segments
and how their buying behaviours are to be influenced (Buil et al., 2013). The digital
marketing activities via promotions and advertisements have not only helped in
understanding the needs of customers, but has also strengthened the relationship between the
brand and its customers, which are associated with influence of customers behaviours
regarding purchase of products and services. With the advancement of technology and
communication processes, the Internet has played a major role is managing these kinds of
advertisements’ that can easily grab the attention of customers and more likely, allow them to
gain access to the company products quite easily (Kim & Johnson, 2016).
The introduction of e-commerce and online purchases made by the customers has further
boosted the marketing performance with the engagement of email marketing and also with
the help of social media marketing. Solomon et al. (2014) also stated that with the rapid usage
of social networks such as Facebook, Twitter and Instagram, the companies in India have
shaped the marketing stricture and activities by integrating those with the online platforms
which has allowed for better exchange and sharing of information about the products and
services to the customers. The digital marketing techniques supported two way
communication process, i.e., between the business and its customers, which also strengthened

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the relationships between the two and resulted in influencing their purchasing behaviours and
decision largely (Solomon et al., 2014). Thus, a positive impact has been created on the
business through acquisition of more customers, enhancement of brand visibility and creating
awareness among the clients for ensuring higher sales revenue and attainment of competitive
advantage as well.
2.1 Importance of advertisements concept
According to Buil et al., (2013), the advertising concept in general is an effective
form of marketing communication that allows for transferring messages and information
about the kind of products and services delivered by a brand to the customers and make sure
to influence their buying habits and purchasing decisions. This has helped in the creation of
awareness among the people, thereby, assisted in concentrating on different target markets for
influencing the buying behaviours of people. The aim of the advertisements and promotions
in general is to transfer the right messages and information to the clients, furthermore, suit the
cultural requirements by informing the customers about the products and services to be
delivered (Buil et al., 2013). This has helped in attracting new customer as well as acquire the
existing customers for the purpose of influencing their buying behaviours and encourage
them to make decisions regarding purchases of products and services effectively. Considering
the theory of Mediation of reality, it has been found that the advertisements are successful
once these have been integrated with some forms of media, especially the online platforms,
which has the ability to ensure that the content of the advertisement is persuasive (De Mooij,
2019). Following the theory, the digital advertisements are likely to bring expansion of
outreach to the customers, thereby, influence their buying behaviours too.

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The introduction of a new product by a brand requires proper marketing approaches
for the management of promotions and advertisements done with the help of mass media
including televisions, newspapers, magazines and radio broadcast. This has the ability to
increase the reach of marketing messages and information to the clients perfectly and at the
same time, facilitate the brand promotions and market outreach much comprehensively. The
purpose of advertisements, in general, has also been to develop familiarity among the clients
with the brand which has the potential to save a significant amount of cost as well as ensure
that the customers aware of the products and services offered by the brand. The advertising is
somewhat different from the personal selling, which has enabled communication of messages
and information that the advertiser has control over and even has paid for to ensure awareness
among the clients largely (Godey et al., 2016). Not only does the advertisements and
promotional activities involve use of magazines, newspapers, television and radio, but also
the outdoor advertising, direct mail, social media platforms and websites have promoted the
products and services effectively in the market for influencing the consumers’ buying
behaviours.
As stated by Goh et al.(2013), the commercial advertisements are aimed at enhancing
the consumption of products and services through the management of branding concepts and
by aligning the brand image and identity with the features and qualities of the products
formed in the minds of the consumers (Goh et al., 2013). The non-profit organisations have
also used the free modes of persuasion such as making public service announcement and
according to Kim & Johnson (2016), the advertising activities have assured the shareholders
or investors to gain good amount of return on investments made. The digital advertisements
have slowly gained pace in facilitating the online marketing and at the same time, encouraged

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people to adopt online behaviours while making purchase if the products and services (Kim
& Johnson, 2016).
2.2 Advertising in India
According to Kim & Johnson (2016), the advertising in India has been vastly
influenced by mobile marketing activities, which has further been supported by the
widespread mobile usage by the Generation Y individuals. In India, the use of smart phones
has resulted in making people use various mobile based applications and form interaction
with the brand and its products furthermore. Jin & Phua (2014) also argued the fact that the
targeted group of audiences are basically the GenY customers, who have been habituated
with the usage of smart phones and this has influenced the behaviours of customers towards
in-app advertising and branded applications too. Considering the impact of advertisements on
the buying behaviours of the consumers, the mobile marketing has gained popularity with the
mobile market expected to gain an increase in the subscriptions made with the use of
smartphones (Jin & Phua, 2014).
From the statements of Kumar & Raju (2013), it has also been found that the use of
these smartphones has increased in India, which has also enabled the marketers to
communicate with the customers consistently and determine their behaviours regarding
purchases made. The theory of Shifting loyalties has been considered by the companies as
well for the purpose of developing higher brand loyalty among the customers, thereby, enable
the customers to shift their loyalties and preferences towards a specific brand in the
marketplace (Kumar & Raju, 2013). With the management of digital advertisements, it has
also become much easier for the companies to present the brand messages and information
about the products properly, furthermore, ensure extensive distribution and promotions of the

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products and services to encourage consumers make their decisions regarding purchase.
Moreover, it has also been found that the digital advertisements have encompassed the local
culture and adopted to the status quo and capital interests to adjust with the areas of interests
and preferences of the consumers. The companies have also explored the attitudes and
behaviours of customers towards the in-app advertising and thereby allowed them to gain
access to the brand and its products without any need to make purchase by visiting the
physical stores too (Malik et al., 2013). The advertisements managed by the companies in
India have been done through mobile marketing, SMS marketing, email marketing and also
with the help of In-app advertising.
The widespread use of smartphones has further helped in promoting the products via
these online platforms, which not only grabbed the attention of customers effectively, but
also has the ability to influence the buying behaviours and purchasing decisions made by the
customers. The Indian customers, who are not tech savvy are also the targeted audiences of
many business organisations and thus, the traditional marketing approaches have been
supported by advertisements and promotions on televisions, newspapers and during radio
broadcasts, which further influenced a mass number of people and influenced their buying
behaviours largely too.
2.3 Digital advertisements
As per the arguments made by Pate & Adams (2013), it has been believed that the
rapid usage of internet technologies has facilitated the digital advertising procedures and
facilitated the buying behaviours of consumers regarding purchases of products and services
made online. Most of the people, nowadays, are accustomed with the use of smart phones that
supported the targeting of different groups of audiences, which also enhanced the level of

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interaction between the business and its clients largely (Pate & Adams¸ 2013). The internet
usage has helped the marketers to provide greater scopes and opportunities for reaching the
targeted audience groups and at the same time, facilitated the marketing campaign to ensure
that the higher interactivity between the business and its customers is managed. The digital
advertising has also experienced a major shift towards the utilisation of smart phones by the
customers and this has also created convenience for the clients to gain access to the brand
products and services much comprehensively (Raheem et al., 2014).
The approaches to digital marketing have allowed the businesses to attain the desired
level of positive brand identity and image, which even allowed the customers to gain control
over the advertisements in terms of measurability, personalisation, better way of targeting the
audiences, customisation and high level of precision too. In India, the consumers are highly
engaged with the digital platforms and online media, due to which, the e-commerce activities
are managed effectively too (Romaniuk & Nenycz-Thiel¸2013). With the growing e-
commerce and enhanced numbers of online purchases nowadays, the digital advertisements
have created an interactive way for the businesses to communicate with the customers and
deliver the right messages and information required to make people aware and influence their
buying behaviours too.
The digital advertisements in India are very much common and this approach to
marketing has encouraged huge numbers of people all over India prior to their purchasing
decisions made. It has often been found that the digital advertisements have been integrated
with the business objectives considering the major components of marketing mix including
the product, price and place components too required to ensure influence of consumers
buying behaviours largely. Not only does the advertisements managed by the Indian
companies aim at spreading awareness among the customers regarding the brand and its

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products and services, but also it has helped in aligning with the business strategies required
to manage better communication with the customers and at the same time, deliver the right
messages and information to the clients for influencing their buying behaviours largely. The
Indian consumers are tech savvy and thus they are habituated with the use of internet and
social media platforms, which has further assisted the companies to market the products via
social networks (Wei & Lu, 2013). This has also helped in interacting with the clients
through comments and feedbacks provided by the clients regarding the products and services
advertised, which ensured higher level of awareness and greater influence on the perceptions
of consumers regarding their purchase of the products and services.
With the digital advertisements managed, the companies have also adopted the local
culture to suit the needs of people and also ensure that the positive messages about the brand
and its products are circulated among the targeted market segments for the encouragement of
decision making by the customers regarding purchase of products and services. The digital
advertising, being considered as a major form of marketing approach, has allowed the
companies to extend its reach to more market segments, thereby, ensured digital
transformation at a substantial scale to keep up pace with the latest trends within the
marketing and promotional aspects (Solomon et al., 2014). Spending in digital advertising
have further boosted the marketing efficiency and encouraged more customers to make
choice of their preferred brand rather than switching any time to some other brand.
The digital advertisements have also been carried out by the businesses with the help
of video content representing the brand products and services, ads on mobile based platforms
and also voice based interactions, which have transformed the entire marketing procedure and
improved the engagement of digital media channels associated with the brand exposure. For
many of the Indian companies, the social media campaigns have also helped in setting

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competitive prices for the products and prioritised on the innovation of marketing efforts put
by the marketers for influencing the buying behaviours of the consumers, though with proper
consideration of the management of price and quality of the brand products (Stephen, 2016).
2.4 Impact of Digital advertisements on the Indian consumers’ buying behaviours
According to Solomon et al. (2014), the digital advertisements managed by the
businesses in India have presented the information and data about the products and services
to the customers, which not only created awareness among the clients, but also facilitated
their buying behaviours largely. For example, a number of businesses including the Flipkart,
Red Chillies Entertainment, Bajaj and Reliance Jio India have made sure to facilitate the
branding and marketing with the help of these digital marketing tactics (Solomon et al.,
2014).
Based on the shifting loyalties theory, Wei & Lu (2013), stated that the integration of
the digital advertisements in the brand values and beliefs have also helped in developing
brand loyalty and at the same time, made the customers shift towards the specific brand.
Based on the case study analysis involving different companies, it has been found that the
Red Chillies company, which is known for its extensive digital marketing activities and
efforts put to improve the animation and graphics through CGI integration (Wei & Lu, 2013).
The company has put efforts to facilitate digital marketing, promotions and advertisements
with the help of promoting video representing few major works of the company including
VFX transformation in RaOne, Krrish and other VFX loaded films. The digital marketing
campaigns have allowed the company to remain connected with other film production houses
and movie making companies, which also influenced those companies to avail the services
provided by Red Chillies Entertainment, owned by Shahrukh Khan (Redchillies.com, 2020).

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The recent Netflix series has also been produced by the company and then promoted on
televisions, magazines and also in the social networks to boost the sales with influence on
consumers buying behaviours too (Stake, 2013). The online website and strengthened
network formed due to many followers have also helped the businesses to remain aware of
the company and its efforts to integrate VFX technology with film making.
Bajaj is an Indian two wheeler manufacturing company that has also been involved in
digital marketing and advertising campaigns, just as seen from the campaigns promoting the
Bajaj brand and its bikes. The videos and images have often been found trending at social;
networks and YouTube channels, which have been impactful and effective for facilitating the
marketing efforts put by the company. Bajaj’s “Ride your independence” on the
Independence Day has been launched digitally and on the online platforms, which has
delivered powerful messages about the brand (Bajajauto.com, 2020). The social media
campaigns have grabbed the attention of tech savvy people easily on the social networks,
which further enhanced the brand and identity, therefore, created awareness among them and
influence their buying decisions and purchasing behaviours too (Houghton et al., 2013).
Thus, Bajaj has successfully managed the digital advertisements for the motorcycles to
ensure that the digital marketing is successful and noteworthy.
Moreover, Flipkart, which is a major ecommerce business in India has managed to
spend a huge amount of money in the online ads space, which has extended the efforts of the
company to reach out to the targeted audience groups. It has been found from various
evidences that Flipkart has experienced double increase in sales from the digital
advertisements and promotions, which has also attracted multiple advertisers to take help
from them to promote products and services (Flipkart.com, 2020). The huge transformation
on a positive note has been experienced due to the company’s efforts on digital ad spending

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with the likeliness of multiple people shifting from the desktop computer to the smart phone
usage (Lerch & Gotsch, 2015). The increase in sales of smartphones has further helped in
managing the advertisements by Flipkart while at the same time, advertise the products and
services in every online platforms to create ease for the customers to make purchases of those
online. The connection of advertisers with the consumers and the paid content ads have also
boosted the sales revenue largely and influenced the Indian consumers’ behaviours largely.
In India, the price sensitive customers are in large numbers, which has ensured
evolvement of business and allowed Reliance Jio India to work with the broadcasters and
advertisers to promoting the services via the online channels and make sure to increase the
followers and subscribers to the website owned and managed by the company (Jio.com,
2020). With the help of TV ads and videos featuring well known celebrities and by creating
alluring advertisements that are shown on websites and on the social media platforms, the
targeted audiences have been influenced easily, which also made more people subscribe to
the brand and its services. With the help of managing these digital advertisements, these
companies in India have made a good connection with the consumers and even kept the
expenses involved during the advertisements’’ management under control for ensuring that
the marketing activities are within the allocated budget and time frame.
Conceptual framework

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Fig: Conceptual framework
(Source: Created by the author)
Chapter 3: Research methodology
Case study
The case study research method has been followed to analyse the secondary sources of
data and information considering the different companies that have implemented the digital
advertising and marketing procedures for the creation of brand preferences and awareness
along with making people familiar with the brand and its products effectively. The research is
basically qualitative and thus focus has been mostly on the secondary sources of data and
information including the documents, journals, articles, newspapers, magazines, etc., that
constitute the literature review section. Based on the research study, the multi case study
design has been considered as the most suitable research method or design that has helped in
gaining in-depth information and at the same time, represented the basic nature or scope of
Use of digital
advertisments
Management
of better
content online
Creating
awareness
among clients
Influencing
consumers'
buying
behaviours

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qualitative research paradigm (Silverman, 2016). With the consideration of qualitative
methods or study, the theories have been developed, which also assisted in understanding the
research methods properly, thereby, helped in collection and analysis of data and information
efficiently too. The collection of data and information has been done with the help of analysis
multiple case studies involving the organisations named Red Chillies Entertainment, Flipkart,
Bajaj and Reliance Jio India (Ritchie et al., 2013). The selection of case studies from the
Indian companies would allow in developing knowledge on the manner in which the digital
advertisements might influence the purchasing behaviour among the Indian customers. Case
studies will be studied with the objective of improving cognition on the different issues that
are being faced by the organizations while operating in the different markets (Lindlof &
Taylor, 2017). The case studies involving the four different companies have been analysed
for drawing relevant information and data, furthermore, ensured deriving positive outcomes
related to the research. The literature review section also helped in identifying a hypothesis
and with the data and information collected from the various secondary sources including the
libraries, online sources, commercial databases, annual reports and statistical reports, good
amount of formation have been drawn here (Glaser & Strauss, 2017).
Chapter 4: Analysis
Introduction about digital advertisements impact on consumer buying behaviours
The analysis of the research is done for understanding the approaches, strategies and
procedures of data collection along with the analysis of data too for ensuring that the research
is conducted perfectly. The exploratory research design is found to be suitable for doing the
case study research and at the same time, also contributed to a large portion of the literature
research portion. This kind of research design has the ability to investigate a specific problem
of the research that was not properly defined and thus prepare necessary approaches to

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mitigate the existing issue or problem largely (Silverman, 2013). The case studies of Flipkart,
Bajaj, Red Chillies Entertainment and Reliance Jio contributed to the management of
effective data and information, which also represented how much customers had been
satisfied with the digital advertisements, which made them easily look into the content online
and look for the best options that they should avail. With the digital marketing content and
bringing some major differentiation in the form of uniqueness of content, the customers have
easily managed to access a wide range of options, which influenced their buying behaviours
largely too. Moreover, the digital content marketing also allows the businesses organizations
to save a significant amount of costs associated with the marketing activities. Thus, the
management of good digital content integrated in the marketing actions undertaken could be
beneficial for targeting the right audiences and make them influenced and motivated to make
purchases effectively too. The companies could influence the buying behaviours with the
help of determining the psychological factors personal factors as well as the social factors
that could encourage the consumers to make purchases. Based on the needs and preferences
understood with the help of Maslow’s hierarchy of needs theory, the companies could also
determine their needs ate different levels and then undertake approaches so as to influence
their buying behaviours, which could ensure meeting their needs largely.
Different types of digital marketing techniques used by companies
Digital Advertisements of Flipkart and Consumers Purchasing Behaviour in India
The digital advertisements do support an organization to influence or facilitate the
purchasing behaviour of the customers. The case of Flipkart’s Big Billion Sale of the year
2014 and their persistent attempts of influencing the purchasing behaviour has been reviewed
in this connection. It has been reported that the continuous efforts that were made by the
concerned organization in influencing the behaviour of the customers through the sale

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assisted the venture in accruing a business turnover of $300 million in gross merchandise
volumes (Kaliappan, 2015). It has been noted that the economic benefits that were portrayed
by the organization through the digital media platforms supported in gaining the attention of
the potential customers while increasing their sales volume.
The sales promotional strategy of the organization and careful digitalization of the
venture in the form of advertisements have improved the business position. The trust of the
customers is being reflected through the 2.2 million page views, as recorded as per a report
(Kaliappan, 2015). However, in this case, it has been noted that the loading time of the page,
the attractiveness of the offer and the brand image of the organization played a crucial role in
influencing the buying behaviour of the Indian customers. Therefore, it might be noted that
the digital advertisements made by the concerned business, Flipkart, allowed the venture in
increasing the amount of sales while maximizing the awareness among the customers.
Digital Advertisements of Bajaj and Consumers Purchasing Behaviour in India
The digital advertisements that were made by the concerned organization, Bajaj, for
its Pulsar is one of the most intriguing examples for influencing the buying behaviour of the
customers. It has been observed from the case that 53% of the consumers are within the age
group of 20-25 years of age and are mostly undergraduate (48%) (Patil and Ulle, 2018). The
performance of the bikes have been one of the major factors that influenced the buying
behaviour of the customers in India, along with the price of the propositions and the digital
advertisements that were made by the organization. From the case analysis it was found that
the promotional activities of the concerned organization did not only made the customers
aware of the uniqueness of the proposition that was made by the organization but also
increased the sales volume of the venture.

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Fig: Age group study of Bajaj Pulsar buyers
(Source: Patil and Ulle, 2018)
Fig: Monthly income

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(Source: Patil and Ulle, 2018)
The case study also portrayed that the sales of the concerned proposition of Bajaj has
increased and contributed to the growth of sales revenue by 39% every year (Patil and Ulle,
2018). The average sale of Pulsar in the year 2019 was recorded to be 45000-60000 units
which have contributed to the growth of the sales revenue of the concerned organization
(Patil and Ulle, 2018). The social and digital promotions that are made by the organization
supported the same in gaining a competitive edge over the existing players in the market. The
young generation, mostly employed, are studied to have an inclination towards the two-
wheeler offering made by Bajaj. In this connection, the different modifications in the digital
promotional efforts of the venture through social media integration and advertisements
allowed the venture in gaining a competitive edge over the existing market players in India.
Digital Advertisements of Red Chillies and Consumers Purchasing Behaviour in India
The digital advertisements that were made by the concerned organization, Red
Chilies, were based on the effective functioning of the different systems in accordance with
the needs of the venture. From the case analysis, it has been observed that the concerned
organization used a variety of digital media platforms for increasing the effectiveness of the
business operations in accordance with the needs of the customers. The promotions that were
made by the organization during the launch of Chennai Express, created a cumulative
impression of 1 billion in Twitter with tweets across all hashtags over 750 thousand in the 90-
day campaign (Bohra, Sinha & Ajit, 2016).
The organization also took the initiative of improving the rate of business operations
while operating in the different markets. The events and the press releases enabled the
organization in increasing the awareness among the target audience by 27% (Bohra, Sinha

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& Ajit, 2016). From the case analysis, it has been observed that the organization maintained
a steady use of promotional strategies through digital advertisements which assisted the same
in attracting the attention of the target audience.
Digital Advertisements of Reliance Jio and Consumers Purchasing Behaviour in India
The dynamic growth of Reliance Jio is specifically reliant on the competitive benefit
of the proposition while increasing its promotional potentiality. It has been noted that the
concerned organization introduced a 28 day cycle while offering unlimited voice calling
facilities with data packs. The promotional activities of the organization are specifically
based on the effectiveness of the promotional activities as per the needs of the venture. From
the case analysis, it has been observed that Jio was launched through different advertisement
campaigns including Instagram, Facebook, Twitter and YouTube which assisted the venture
in gaining a competitive edge over the existing market players like Vodafone, Airtel or Idea.
More than 57% of the total population in India have switched to the offerings that are being
made by Jio while assisting the venture in increasing the market position of the same (Rishi,
Kacker & Gupta, 2018).
The increasing market potentiality of the organization might be attributed to the
increased promotional activities. The promotional activities supported the organization in
maximizing the sales revenue of the venture while operating in the different markets. The net
sales of the organization has grown from INR 201.5 billion to INR 518.5 billion in years
2018 and 2020 respectively (Rishi, Kacker & Gupta, 2018). The increased sales volume of
the organization indicated the maximized involvement of the customers through increase
awareness. Therefore, the different changes in the organizational operations are based on the
effective functioning of the promotional campaigns. The promotional campaigns enabled the

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venture in gaining a competitive edge over the existing market player while expensing in the
Indian markets.
Fig: Net Sales of Jio In India (INR billions)
(Source: Rishi, Kacker & Gupta, 2018)
Assessment of demographic profiles
The assessment of demographic profiles of customers would assure understanding the
varied needs of people in different market segments. Considering the fact that most of the
customers are actually the business all over, so it would be essential for the company to
address the different needs and also determine the products and services that the companies
deliver at first. Based on this, the content should be developed in such a manner that it
supports the company’s vision and mission so as to achieve the goals with much ease and
effectiveness. Moreover, based on the analysis, it has also been understood that the B2B has
been prevalent here and thus, the digital marketing should serve as an effective medium to

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guide the companies in the right strategic direction, thereby, share and exchange information
and data, furthermore, ensure that he business and its clients, i.e., Reliance Jio, Red Chillies,
etc. remain connected with each other.
Recommendations
 Other than the normal digital advertisements and promotions, it is recommended to
manage audits and update the search engine optimisation or SEO consistently
 The blogging activities and keeping the content updated for enhancing the marketing
effectiveness could also bear fruitful results and drive generation of leads largely
 The use of social media platforms is recommended as well for engaging in more
clients, drive the website traffic and generate more revenue and competitive
advantage in business as well
 The marketing should be made mobile so as to make people access the company
managed website with the help of their smart phones, thereby, gain greater outreach to
customer and better level of profit too
Conclusion
Therefore, from the analysis of the chapter allowed in extending the scope of
research. The major problems, considering the research study, could also be the lack of
awareness among the customers due to lack of brand image, reputation and identity, which
also led to poor level of trust and loyalty towards the brand and made customers switch on to
some other brands too. However, the case study organizations have taken the initiative of
improving their promotional measures with the purpose of improving awareness among the
target audience. From the assessment, it is evident that the lack of brand awareness and
loyalty resulted in poor generation of revenue and affected the sales largely too. Due to this,

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the focus has been on the exploratory research design, which has defined the existing
problem and even allowed for gaining in-depth information on the research subject, as
acquired on the basis of interview sessions carried out with the managers of the companies
selected here as case studies.
Chapter 5: Conclusion
From the research study, it could be understood that the major problem experienced
here was associated with the lack of awareness about the brand and its products, which often
hindered the purchases made by customers due to poor influence on their purchasing
behaviours. Considering the buying behaviours of people in India, the four companies
selected here included Reliance Jio India, Flipkart, Bajaj and Red Chillies entertainment.
These companies considered here, helped in considering the multi case study analysis and
also the exploratory research design, which allowed for the collection of data and information
from online researches and also with the assessment of secondary sources like journals,
articles, websites and annual reports. The impacts of digital advertisements were noteworthy
as it not only helped in analysing the demographics of customers, but also enabled promoting
the products and services in such a manner that it could easily grab the attention of consumers
and ensured making them understand about how their need and requirements will be fulfilled.
Moreover, with the rise in smartphones usage and multiple online media channels, the
companies further managed to improve the marketing efficiency, which could easily
influence the customers in India to make purchases consistently.

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Recommendations
● It is recommended for the businesses to improve the marketing efficiency by aligning
the promotional activities and digital advertisements with the needs and expectations
of the customers based on the analysis of demographic profiles of the customers
● Not only the digital advertisements represent promotes on televisions and media
channels, but also the social media marketing and promotions must be prioritised
upon for drawing in enough customers and ensure influencing the buying behaviours
of customers too
● Considering the shifting loyalties theory, it is also recommended for the businesses to
prioritise on the marketing mix components as well as shift their behaviours towards
becoming loyal towards the brand, furthermore, secure a wider group of audience
● To facilitate brand awareness, the digital advertisements is recommended to integrate
with the green marketing efforts for ensuring management of supply chain activities
properly, furthermore, ensure better channels for distribution of products and services
in the marketplace
● The online website is recommended to be monitored and checked for traffic
generation in a consistent manner for ensuring that more followers are possible and
more subscriptions happen to create enhanced level of awareness and loyalty among
the clients towards the brands
Conclusion
The research assignment was presented here to understand the various aspects of a
research related to the impact of digital advertisements as a part of marketing, to influence the

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buying behaviours of the customers. The aims, objectives and hypothesis were presented
here, which showed how the researcher managed to conduct a brief literature review on the
basis of assessment of secondary sources such as the journals, articles, websites and the like.
All these various aspects constitute the research methodology section, which also helped in
ensuring that the variables were linked together and the gaps could be overcome as well. The
analysis and interpretation of data and information further helped in achieving the research
goals and objectives, which also maintained the accuracy and validity of information and
data. All these necessary information covered in this research proved the fact that the impact
of digital advertisements had been positive and it surely created a good impact on the way
customers make purchases through motivation, influence and encouragement.

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