| Pub. Date | : Jan, 2024 |
|---|---|
| Product Name | : The IUP Journal of Management Research |
| Product Type | : Article |
| Product Code | : IJMR030124 |
| Author Name | : Naveen Pol, Sachin K Parappagoudar, Supriya Rai and Urbashi Agrawalla |
| Availability | : YES |
| Subject/Domain | : Arts & Humanities |
| Download Format | : PDF Format |
| No. of Pages | : 16 |
The study seeks to understand the influence of various advertising media selected by branded jewelers on consumer perception and buying behavior in Hubballi, Karnataka, India. The study also examines the advertising preferences of consumers in this regard. The study used analysis of variance (ANOVA) and correlation test, and SPSS for analysis of data. Interaction effect of messages, as perceived by consumers, is assessed through mediation analysis using R Programming. The findings indicate that newspaper ads, handbills and phone calls to consumers have a greater influence on their buying behavior. Based on the findings, the study also makes a few recommendations to branded jewelers.
Advertising is predominantly inclined towards 'public announcement' wherein the intention is merely to inform or announce. Over a period of time, with the advent of free market economy, in order to facilitate public with intelligent choices, advertising has become a mode of persuasive communication. Advertising has also been tagged as 'salesmanship in print' by the forefathers of modern advertising such as John E Kennedy from Canada and Daniel Lord and Ambrose Thomas from the United States.