Influence of advertisement on customers based on AIDA model
The paper is based on information which is a combination of store advertisement and consumers’ path inside the store along with product information. With this information, the authors find how advertisement affects the behavior of consumers when making the decision. The findings suggest that adverti...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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LLC "CPC "Business Perspectives"
2018-12-01
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| Series: | Problems and Perspectives in Management |
| Subjects: | |
| Online Access: | https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/11259/PPM_2018_04_Ullal.pdf |
| _version_ | 1818311329294843904 |
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| author | Mithun S. Ullal Iqbal Thonse Hawaldar |
| author_facet | Mithun S. Ullal Iqbal Thonse Hawaldar |
| author_sort | Mithun S. Ullal |
| collection | DOAJ |
| description | The paper is based on information which is a combination of store advertisement and consumers’ path inside the store along with product information. With this information, the authors find how advertisement affects the behavior of consumers when making the decision. The findings suggest that advertisement has a small impact on customers inside the stores. Null effect is determined, and one standard deviation in advertising has an impact on store traffic by 1.2%. But the impact at a lower end of the model is observed. One standard deviation in advertisement has impacted the store sales by 8.4%. Based on further data mining, the research has found that there is no significant improvement in the number of customers, but the increase in sales is because of the higher quantity of purchases by the existing consumers. However, the effect of advertisement on products placed in the same or nearby shelf is not found, the impact on product varieties in the same segment is also not found. Based on these research findings, the authors find the right approach towards advertisement.The research is limited to consumers of retail industry in a Tier 3 Indian city of a developing geographic segment only. |
| first_indexed | 2024-12-13T08:00:13Z |
| format | Article |
| id | doaj.art-62f46e11a4104f628637f4dd3dc9cdb6 |
| institution | Directory Open Access Journal |
| issn | 1727-7051 1810-5467 |
| language | English |
| last_indexed | 2024-12-13T08:00:13Z |
| publishDate | 2018-12-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Problems and Perspectives in Management |
| spelling | doaj.art-62f46e11a4104f628637f4dd3dc9cdb62022-12-21T23:54:26ZengLLC "CPC "Business Perspectives"Problems and Perspectives in Management1727-70511810-54672018-12-0116428529810.21511/ppm.16(4).2018.2411259Influence of advertisement on customers based on AIDA modelMithun S. Ullal0Iqbal Thonse Hawaldar 1Assistant Professor, Sahyadri College of Engineering and ManagementProfessor, Department of Accounting and Finance, College of Business Administration, Kingdom UniversityThe paper is based on information which is a combination of store advertisement and consumers’ path inside the store along with product information. With this information, the authors find how advertisement affects the behavior of consumers when making the decision. The findings suggest that advertisement has a small impact on customers inside the stores. Null effect is determined, and one standard deviation in advertising has an impact on store traffic by 1.2%. But the impact at a lower end of the model is observed. One standard deviation in advertisement has impacted the store sales by 8.4%. Based on further data mining, the research has found that there is no significant improvement in the number of customers, but the increase in sales is because of the higher quantity of purchases by the existing consumers. However, the effect of advertisement on products placed in the same or nearby shelf is not found, the impact on product varieties in the same segment is also not found. Based on these research findings, the authors find the right approach towards advertisement.The research is limited to consumers of retail industry in a Tier 3 Indian city of a developing geographic segment only.https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/11259/PPM_2018_04_Ullal.pdfadvertisingAIDA modelpath tracking |
| spellingShingle | Mithun S. Ullal Iqbal Thonse Hawaldar Influence of advertisement on customers based on AIDA model Problems and Perspectives in Management advertising AIDA model path tracking |
| title | Influence of advertisement on customers based on AIDA model |
| title_full | Influence of advertisement on customers based on AIDA model |
| title_fullStr | Influence of advertisement on customers based on AIDA model |
| title_full_unstemmed | Influence of advertisement on customers based on AIDA model |
| title_short | Influence of advertisement on customers based on AIDA model |
| title_sort | influence of advertisement on customers based on aida model |
| topic | advertising AIDA model path tracking |
| url | https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/11259/PPM_2018_04_Ullal.pdf |
| work_keys_str_mv | AT mithunsullal influenceofadvertisementoncustomersbasedonaidamodel AT iqbalthonsehawaldar influenceofadvertisementoncustomersbasedonaidamodel |