Impact of Advertisement and Brand Image on Consumer Buying Behaviour of Electronic Products Home Appliances Washing Machines Inverters And Microwave Ovens In National Capital Region

Abstract

This research work focuses on the factors that influence the consumer buying behaviour towards electronic home appliances in the National Capital Region (NCR) and the impact of advertisement and brand influence on electronic home appliances specific to washing machines, inverters, and microwave ovens. Furthermore, the term consumer buying behaviour in this thesis refers to consumer buying behaviour towards washing machines, inverters, and microwave ovens. Researcher has studied cities Delhi, Noida, Gurugram (Gurgaon), Ghaziabad, Sonipat and Greater Noida of NCR. newlineThe respondents were the consumers or households using electronic home appliances and the respondents were selected based on non-random sampling and convenience sampling which means that consumers who were willing to respond to the questionnaire were selected. The sample size of the study was 300. newlineThe purpose of this study was to examine the consumer buying behaviour and influence of advertisement and brand image on electronic home appliances specific to washing machines, inverters, and micro-ovens. Therefore, first, the consumer behaviour, advertisement influence, and brand influence were studied and reviewed in general by reviewing various articles, journals, textbooks, etc. Second, after reviewing various articles and papers, the core factors influencing consumer buying behaviour towards electronic home appliances products were identified. newlineThe main factors identified were consumer involvement, product features, service team behaviour, and peer references. These were the independent variables of this study. The mediating factors included in this study were advertisement influence and brand influence. Then, the effect of the influencing factors on the consumer buying behaviour and the mediating effect of advertisement influence and brand influence between the independent variables and the dependent variable - consumer buying behaviour were studied. newlineThe correlation analysis proved that consumer involvement, product features, service team behaviour, an