Impact of Advertisements on Consumer Buying Behaviour for Jewellery Purchase

Abstract

Advertising is that marketing phenomenon which is omnipresent. Everyone without even realising gets influenced by advertisements. It became a necessity for survival in today’s highly competitive market. The pressure of advertising is increasing day by day so does its expenses. Companies started to investhuge sum to create no. of advertisements to make people aware about their product/services offerings. So, it becomes mandatory to study its effectiveness and its impact on the consumer mind. Thereby, present study endeavours to examine the advertisement’s impact on consumer buying behaviour for jewellery. The people who are having the resources for buying jewellery are selected randomly for this survey. The total sample size taken for this study is 400. The data analysis is donewith Structural Equation Modeling (SEM) technique. The level of significance is taken as 5% for hypotheses testing. The results shows that there exists a positive significant relationship of customer ad perception with customer convenience, brand loyalty and customer loyalty; product placement found to have negative significant relationship with customer convenience and positive significant relationship with customer loyalty but negative insignificant relationship with brand loyalty. Another construct taken for advertisements i.e. celebrity endorsement has positive significant relationships with customer convenience and brand loyalty but negative insignificant relationship with customer loyalty.