A STUDY ON IMPACT OF POP-UP ADVERTISEMENTS IN CONSUMER BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO NEW HOPE FOOD INDUSTRIES PRIVATE LIMITED

A STUDY ON IMPACT OF POP-UP ADVERTISEMENTS IN CONSUMER BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO NEW HOPE FOOD INDUSTRIES PRIVATE LIMITED

1. Hariharan G (Student, School of Management Studies, Sathyabama Institute of Science and Technology), 2. Shetty Deepa Thangam Geeta (Assistant Professor, School of Management Studies, Sathyabama Institute of Science and Technology)

ABSTRACT

Advertisements have been used for many years to influence the buying behaviours of the consumers. In today’s liberalized and globalized Indian economy, the utmost concern of advertisers is that of making advertising effective. Knowing about advertising effectiveness is very important for the marketers as large sums of money are poured into advertising. Now-a-days social media has created a huge buzz. On professional front, it has been widely used for acquiring markets by new business ventures. Many established organizations are undergoing operational change in their traditional practices in order to adapt to this online environment for promoting their products and services globally. The purpose of this research is to construct a scale to assess the efficacy of advertising effectiveness by pop ups in Indian market. The study therefore explores the influence of online advertising, especially popup ads on the purchase behaviour of social media users. This particular research was conducted on the unknown people to check the influence of pop ups while accessing internet on their buying behaviour while creating the awareness and building the perceptions. Both of these variables such as consumer awareness and consumer perceptions will motivate the consumer to buy a certain product, as there is a positive relationship present in between them.

Keywords: Pop-Up Advertisement, Consumer Buying Behaviour, Effective Advertising, Online Advertising