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Impact of Online Advertisements on Students and Professional Employees: A Research on Consumer Behaviour

International Journal on Customer Relations

Volume 1 Issue 2

Published: 2013
Author(s) Name: Ramesh Babu Kakumanu | Author(s) Affiliation: Associate Professor, MBA Department, Vignana Bharathi Institute of Technology, Andhra Pradesh, India
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Online advertisements play a major role in Indian advertising industry and in the present generation, advertisers are looking for major break to go beyond traditional offline advertisements. The present literate Indian customers paved a road map for the online advertisers and they are using Internet excessively. This study is about impact of online advertisements on students and professional employees and their purchasing behaviour. This analysis is carried out to examine customer recalls of different online advertisements like size, type, layout, behaviour and product categories. The study is done by dividing the samples into two categories of Male and Female and two sub categories of Students and Working Group., This working group is again subdivided into ‘Married and Unmarried’. The total sample size is 275. The data is converted into contingency table and applied cell chi-square test.

Keywords: Banners, Buttons, Scrappers, Layout, Flash, Popup, Static

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