Article Details

To Evaluate the Influence of Demographic Factors on Purchase Behaviour | Original Article

Vishal Gaur*, Arvind Kumar Saxena, in International Journal of Information Technology and Management | IT & Management


Advertising in the media has become increasingly important in today's competitive marketing environment. The purpose of this research is to investigate the numerous ways in which advertising in the media influences consumers' choice of product across different markets. The research takes a holistic tack, utilizing quantitative and qualitative methods to present a whole picture of the topic under study. Theoretical foundations of consumer behavior and the function of media advertising within this context are explored initially. The study builds on well-established theories like the Elaboration Likelihood Model and the Theory of Planned Behavior to examine the complex link between advertising and consumer behavior. The influence of media advertising on consumers' purchasing decisions is measured using quantitative research methodologies. In order to gather a good cross-section of the population, a largescale survey is done. Information about commercial memory, attitude development, buy intent, and actual purchasing behavior is collected in this study.