Consumer Perception of Advertising in Diverse and Inclusive Markets

Consumer Perception of Advertising in Diverse and Inclusive Markets

RAKESHYANAND N

43410166

M.B.A-MARKETING AND OPERATIONS

DR.R.THAMILSELVAN

ABSRACT:

This research delves into the nuanced landscape of consumer perception regarding advertising within diverse and inclusive markets. It examines how varying demographic factors, including but not limited to race, ethnicity, gender, sexual orientation, and disability, influence consumer responses to advertising content. The study investigates the extent to which inclusive representations and messaging resonate with diverse audiences, focusing on the impact of authenticity, cultural relevance, and the avoidance of stereotypical portrayals. By analyzing consumer attitudes, beliefs, and behaviors, this research aims to identify key factors that contribute to positive and negative perceptions of advertising in these increasingly crucial market segments.

Employing a mixed-methods approach, this study combines quantitative surveys with qualitative focus group discussions to gain a comprehensive understanding of consumer perceptions. The findings reveal that consumers in diverse markets highly value advertisements that reflect their own identities and experiences, emphasizing the importance of genuine representation. Furthermore, the research highlights the significant consequences of misrepresentation or tokenism, which can lead to consumer alienation and brand distrust. The insights generated from this study offer valuable implications for marketers and advertisers seeking to develop effective and ethical advertising strategies that foster inclusivity and resonate with a broad spectrum of consumers.

KEYWORDS:

Algorithmic Bias (Advertising), Predictive Analytics (Consumer Behavior), Data-Driven Advertising, Machine Learning (Marketing Personalization), Automation (Ad Targeting), AI (Consumer Sentiment Analysis), Candidate Experience (Brand Perception), Talent Sourcing (Audience Identification), Candidate Screening (Ad Relevance Filtering), Onboarding (Brand Integration), Recruitment (Audience Engagement), Talent Acquisition (Market Penetration), Consumer Perception (AI Influence), Diversity and Inclusion (Algorithmic Fairness), Consumer Behavior (Automated Targeting), Advertising Effectiveness (Predictive Models), Market Segmentation (Machine Learning Analysis), Brand Trust (AI Transparency), Social Representation (Data-Driven Insights), Cultural Sensitivity (Automated Content Analysis).