Research Article: 2021 Vol: 20 Issue: 5
Mohd Shuaib Siddiqui, Integral University
Amar Johri, Saudi Electronic University
Amima Shoeb, Axis Institute of Planning and Management
A.K. Saxena, Integral University
Jaziba Haroon Siddiqui, Aligarh Muslim University
Kainat Usmani, Integral University
Citation Information: Siddiqui, M.S., Johri, A., Shoeb, A., Saxena, A.K., Siddiqui, J.H., & Usmani, K. (2021). A study on the Influence and Impact of Advertising to Consumer Purchase Behaviour in Rural Areas of India. Academy of Strategic Management Journal, 20(5), 1-22.
This study investigates distinctive Influencing factors and among every one of those influencing factors, which factor influences the rural people for the purchase decision. The study also aims to evaluate the effect of commercials on consumer purchase trends and to find out which advertisement mode influenced the respondents' preference of rural consumers. For information inventories were used to gather observational figures from non-urban consumers. Factor inquiry and Chi-Square (χ2) was used for analyzing the impact of variables.
The result indicated that advertisement is the biggest influence with respect to all factors and it has been observed that social media, and other sources of advertisements are practiced by the marketer, but television is the most potent intermediary of advertisement to sway buying preferences of rural consumer.
This research paper is experiencing some impediments as the area of research is limited to the rural populace of thirty-two villages of Uttar Pradesh simply because of which the outcomes can't be summed up for other areas. A large portion of the rural respondents are men, so efforts should be carried out to get responses from women as well. This research paper provides an insight to the marketers. The marketers can measure how by using appropriate strategies they would be able to make their advertising progressively successful. It was recommended that marketers must use the appropriate strategies to make their products/brands progressively pertinent and important among rural consumers. This study represents a novel attempt to determine the factors that affect the buying behavior of rural consumers using factor analysis, and as per the authors’ knowledge, has not been attempted by prior researchers in this territory.
Keywords: Rural Marketing, Influencing Factors, Advertisement, Consumer Purchase Behavior, Customer Purchase Decision.