A Descriptive Study of the Effectiveness of Internet Advertising on Consumer Buying Behavior in Nagpur City

Abstract

The present research report emphases on studying the impact of internet advertising on consumer buying behaviour, which raises the consumers' intentions towards the product and buying behaviours. The purchasing behaviour is strongly influenced by the image of the product which is built by the advertisers. Advertisers are expected to shift their focus and spend millions in internet advertising in the coming years than TV, print ads and another traditional advertising media. Online shopping is a growing trend in India and the numbers of both sellers and buyers are increasing daily by whopping percentages. India’s total online sales figure is estimated to reach the US $100 billion by 2020. With the rapid growth in technology, the internet is becoming an important one stop point for consumers in finding most of their needs. Be it communication, entertainment, information search or shopping, internet serves as a panacea for all their requirements. According to the global networking giant Cisco, Digital transformation will take India's internet users from 373 million (28 percent of population) in 2016 to 829 million (59 percent of the Indian population) in 2021. This clearly demonstrates that India is growing fast and people are becoming habitual of using the Internet as the evolution of human society, the improvement in Communication processes and Digital Convergence open up innovative opportunities and challenges for Marketing. Subsequently, the Internet has moved ahead to play a significant role in the Consumer Decision Making Process. Many consumers are online every day for their personal & official work, but do they notice the ads, banners displayed on that webpage and most important thing is to check what their recall value is. The current study investigated the impact of internet advertising on consumer buying behaviour by conducting a survey.