Impact Of Advertising On Consumer Buying Behaviour During Pandemic Period

Abstract

This study examined the impact of advertising on consumer buying behaviour during the pandemic situation. Before the pandemic situation advertisement plays an important role in market. Spending on advertisement is an investment which builds up an intangible asset in the form of brand equity to the organization and most of the this organization shave an attitude in advertising their products and services through effective advertising medium like Banners ad, Pop-up Ad, Interstitial Ad, etc. and this have adverse effect on their output in terms of sales. But now the coronavirus has forced a rethink the pandemic has led to an immediate drop in advertising spending. The advertisers do not see the need of spending more of their budget in media advertisement to promote their products and services that have no audience. In many countries, governments have emerged as advertising buyers to promote public health messages or support journalism. As confinement measures were introduced around the world, out-of-home and cinema advertising shrank almost instantly; print advertising also fell. Hence the need for this study, to know the medium which places major role in consumer buying behaviour in this pandemic situation. It involves collection of data through primary and secondary data. Questionnaires were distributed to a sample of 100 respondents through Google form.  The finding of the study indicates that television is most preferable and influential media for advertisement, it has always a great impact on the buying behaviours of the consumers and also complete information are given in these advertisement.