A Study On the Impact of Internet Advertising On Purchasing Behavior of Consumers with Reference to Chennai City

Abstract

The purpose of this research is to study the impact of internet advertising on purchasing behavior of consumers. The objectives of the study have been to identify the perception of consumers towards internet advertisement; To understand the purchase pattern of the consumers; To study the overall satisfaction of consumers and identify the problems and suggest measures. The study has been conducted with a sample size of 120 respondents using both primary data and secondary data. Convenience sampling technique has been applied. The geographical area covered for the study is Chennai City.

The primary data has been collected through questionnaire. The data collected is represented through percentage analysis, graphical representation, cross tabulation and Chi square test. Appropriate statistical tools namely simple percentage and chi square test were used to analyze the data collected.  Hypothesis is tested using SPSS. The findings states that customer’s purchase decision is sometimes influenced by internet advertising and a satisfied customer possesses an intention to repeat purchase. The study suggests that through enhanced targeting of customers, the problems faced by customers through internet advertising can be reduced. The study concludes that internet advertising plays a major role in promoting a product and creating an impact in the purchasing behaviour of consumers.