Impact of Media Effects on Advertising Products

An Investigation into the Impact of Media Effects on Consumer Buying Behavior in Indian Markets

Abstract

Advertising is a form of communication intended to convince an audience (viewers, readers or listeners) to buying or take some action upon products, information, or services etc. This paper investigates the relationship between independent variables, which are environmental response, and emotional response with attitudinal and behavioral aspect of consumer buying behavior from Gulbarga (cities of India) Karnataka. The major findings of the study demonstrate an overall normal association between the variables but in-depth analysis found that response of consumer buying behavior is the variable that results into strong association with the consumer buying behavior. It is true that people buying those brands with which they are emotionally attached. This study reports new evidences in the field of consumer buying behavior of consumers pertaining to the local markets of these cities of India.