Impact of Online Advertising on Consumer Buying Behaviour- An Empirical Study on Fast Moving Segment of Electronic Gadgets

The development of the internet and the emergence of the technology brought a new platform in which advertisers can make their goods and services known to a global audience. Most of the companies now realize that the best way to attract customers is to advertise online, and this is because advertising online is now the most effective way to bring in target customers and increase sales. The beginning of online advertising was in 1994 when Hot Wire sold first Banner on the company's own site, and later online advertising evolved to become a key factor in which companies achieve fair returns for their products and services.This paper aims to highlight the impact of online advertising on consumers buying behavior are the factors that influence the consumers buying behavior through online advertising while purchasing fast moving segment of electronic gadget. For this research, the personal factors were taken into account and the focus will be on the Age, Life cycle stage and Occupation, Economic situation, Life style, Personality and its association with satisfactions level of consumers towards fast moving electronic gadgets advertised on the various online ad forms. This research paper is the consolidated of both primary and Secondary data. Primary data is collected from residents of Puttur and Belthangady city between age group of 18-46 and above years through questionnaires and Secondary data was collected through internet, journals and business magazines. This survey study was conducted in April, 2015. A total usable sample of 90 respondents was taken, out of which 30 were in government, While 30 were taken from business class and professionals and the rest 30 were private employees. This study seeks to explore the factors that contribute to the effectiveness of online advertisements and its impact in making purchase decision. Details of analysis and findings are certificated in the main paper