Book Title: Contemporary Research Across Disciplines
Editors: Dr. R. Saravana Selvakumar and Mr. R. Venkatesan
ISBN: 978-81-978738-1-2
Chapter: 14
DOI: https://doi.org/10.59646/crc14/278
Author: Mr. S. Sivasankar, Assistant Professor & Head, Department of Business Administration, G. Venkataswamy Naidu College (Autonomous), Kovilpatti, Tamil Nadu, India.
Abstract
Advertising is a strategic marketing tool designed to promote or sell products, services, or ideas through sponsored messages. Typically crafted by advertising agencies for brands, these messages are disseminated across various media platforms. The essence of advertising lies in its ability to influence purchasing decisions and relay information to a target audience. This research paper examines how advertising impacts consumer buying behaviour, particularly focusing on teachers as consumers. Conducted within educational institutions, the study gathered data from a sample of 300 respondents using a structured questionnaire. The research explores awareness levels regarding advertisements and evaluates how factors such as brand image, price, quality, entertainment, and celebrity endorsements affect teachers’ purchasing decisions. Additionally, it assesses consumer satisfaction post-purchase.
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