MEDIA STRATEGIES ON CONSUMER PURCHASE BEHAVIOUR IN THE EMERGING MARKET

Authors

  • B. Rajasekhar Principal, Jaya Institute of Business Management, Bhadraadri Kothagudem Telanagna

Keywords:

Media ads appeals, Consumer behaviour, media channels, print media, electronic media

Abstract

The current paper examines the effect of media strategies on consumer purchasing behaviour in developing markets. The researcher utilised a variety of media channels, including newspapers, magazines, posters and billboards, television, radio, the internet, and mobile media. For studying consumer behaviour, the researcher analysed several sorts of factors such as media channels, media ad appeals, different types of media advertising, and media tactics. The convenience sample approach was used to gather data from 322 respondents in the Telanagna state, and the data was analysed using ANOVAs in SPSS 23 Version. The findings revealed that media techniques had a considerable influence on sample demographic characteristics as well as consumer buying behavior.

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Published

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How to Cite

B. Rajasekhar. (2022). MEDIA STRATEGIES ON CONSUMER PURCHASE BEHAVIOUR IN THE EMERGING MARKET. EPRA International Journal of Research and Development (IJRD), 7(1), 1–5. Retrieved from http://www.eprajournals.net/index.php/IJRD/article/view/2

Issue

Vol. 7 No. 1 (2022): EPRA International Journal of Research and Development (IJRD)

Section

Articles