The Role of Advertising in Consumer Decision Making

Abstract

Advertising is a form of communication intended to convince an audience (viewers, readers or listeners) to purchase or take some action upon products, information or services etc. The purchase process is a decision – making process under risk. This paper investigates the relationship between independent variables which are emotional response with attitudinal and behavioral aspect of consumer buying behavior, by tapping the responses of 110 respondents. The basic objective of this research is to assess the influence of advertising through attitudinal buying behavior of consumer (male & female) and analyze the influence of Advertising between male and female.