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The Effectiveness of Internet Adverting On Consumer Behavior
The Effectiveness of Internet Adverting On Consumer Behavior
INTERNET ADVERTING ON
CONSUMER BEHAVIOR
Research Problem
• Advertisers are expected to shift and spend millions in internet advertising in the coming years than TV,
print ads and other traditional advertising media. Internet advertising broadly consists of various
commercial content for mats delivered by video clip, print, and audio, either solicited or unsolicited and
includes company web sites, corporate logos, e-mail messages, pop-ups, banner ads, skyscraper ads,
buttons, interstitials, hyperlinks, dynamic media, and interactive games.
Research Objectives
i. Determinetheeffectivenessofinternetadvertisingonreachandcreationof awareness.
ii. Establish the reliability of internet advertising through recall.
iii. Determine the relationship between internet advertising and purchase decision.
RESEARCH METHODOLOGY
Research design
• This study used descriptive research. Descriptive research involves gathering data that describe events and
then organizes, tabulates, depicts, and describes the data collection. It often uses visual aids such as graphs
and charts to aid there ads in understanding the data distribution and therefore offered a better clarification
on online advertising, and ultimately give a clear picture on the effectiveness and reliability of online
advertising and its relationship to purchase decision.
• Amity University has over 63,000 registered students. This study targeted under graduate students of the
Amity University because of their background diversity and exposure to advertising with a larger
percentage using the internet. Students of the Amity University are provided with the Internet access
through wire less connection, and therefore, the chances for them accessing online advertising via social
media are very high. On the same basis of their diverse background, only undergraduate students from
the Main campus were chosen for this study.
Sample design
• Stratified sampling technique was used to select the units for study. 100, module and II undergraduate
students of the Amity University Main campus was used as a study sample to represent the population of
consumers. This sample was stratified into each of the four years of study and respondents were randomly
selected from each stratum to come up with there preventative sample of 100 for the entire population.
This was available sampling technique since it gave the advantages of focusing on important sub
populations and allowed the use of different sampling technique for different subpopulations in improving
the accuracy of estimation.
Data Collection
• The research made use of primary data, which was collected using structured questionnaire distributed to
the100 respondents sampled from the Amity University main campus, found out side the library, from
classes, within the university square and within the hostels. The administered questionnaires were collected
after completion by the respondents on the same day and their responses used for analysis. The
questionnaire had both open ended questions to enable guide there spending through filling of the
questionnaire as well as probe them for more information.
DATA ANALYIS
• The results were presented on the effectiveness of internet advertising on consumer behavior: the case of
Amity University Students. The study objectives were to determine the effectiveness of internet advertising
on reach and creation of awareness; to establish there liability of internet advertising through recall; and to
determine the relationship between internet advertising and purchase decision. The study targeted 100
respondents out of which all the 100 respondents responded and returned their questionnaires contributing
to a response rate of 100%. This response rate was sufficient and representative and conforms to Mugenda
and Mugenda(2003) stipulation that are response rate of 50% is adequate for analysis and reporting; a rate
of 60% is good while a response rate of 70% and over is excellent. This commendable response rate was
due to extra efforts that were made via courtesy calls made to remind the respondents to fill-in and return
the questionnaires.
RESULTS
Frequency Percentage
First year 20 20
Second year 29 29
Third year 33 33
Fourth year 18 18
Total 100 100
Distribution of the respondents by age bracket
Frequency Percentage
Informative 35 35
Creative awareness 31 31
Entertaining 25 25
Irritating 3 3
Annoying 3 3
Waste of time 3 3
Total 100 100
frequency percent
Yes 70 70
No 30 30
Total 100 100
frequency percent
Yes 21 21
No 79 79
Total 100 100
Internet usage
Ad recall
Recall
Frequency Percent
TV Yes 84 84
No 16 16
Online Yes 30 30
ads No 70 70
Total 100 100
Squares
1 Regression 2.534 50 1.267 9.475 .000a
Residual 9.307 200 2.327
Total 11.841 250
Coefficient of determination
Model Unstandardized Standardized t Sig.
Coefficients Coefficients