A PROJECT ON

A STUDY EFFECTIVENESS OF ONLINE ADVERTISING ON

CONSUMER MIND

Submitted in partial fulfillment of the requirements for the award of

Bachelor of Business Administration

by

BAKKA RAKESH
6058-21-684-002

BY

TARA GOVERNMENT DEGREE COLLEGE

SANGAREDDY - 502001

(2021-2024)

1
 TARAGOVERNMENT DEGREE COLLEGE

(AUTONOMOUS)
District-Sangareddy

CERTIFICATE

This is certified that Mr B RAKESH student of BBA (BACHELOR

OF BUSSINESS ADMINISTRATION) bearing Roll No 605821684002
has done a project entitled A STUDY EFFECTIVENESS OF ONLINE
ADVERTISING ON CONSUMER MIND

This project is submitted by him in partial fulfilment of requirement

for the award of BBA from Tara Government Degree College,
Sangareddy. All the sources of information have been duly mentioned are
a record of project work carried out by him and as not been submitted to
any other University or institute for the award of any degree or diploma.

Faculty Signature Principal

2
 Student’s Declaration:

I hereby declare that this Project Report titled A STUDY

EFFECTIVENESS OF ONLINE ADVERTISING ON
CONSUMER MIND submitted by me to Department of
Management is a bonafide work undertaken by me and it is
not submitted to any other University or Institution for award
any degree diploma /certificate or published any time
before.

Name of the student Signature of the student

3
 Supervisor’s certificate:

This is to certify that the Project Report titled A STUDY

EFFECTIVENESS OF ONLINE ADVERTISING ON
CONSUMER MIND submitted in partial fulfilment for the
award of BBA program of Department of Management, was
carried out by BAKKA RAKESH undermy guidance. This
has not been submitted to any other University or Institution
for the award of any degree/diploma/certificate.

Name of the Guide Signature of Guide

4
KRISHNA PRIYA J K
 TABLE OF CONTENTS
P
A
G
E
CHAPTER TITLE
N
O
.
INTRODUCTION
1.1 Study of Introduction 1

1.2 Statement of the Problem 3

1.3 Objectives of theStudy 4

1 1.4 Scope of the Study 4

1.5 Need of the Study 4

1.6 Limitation of the Study 5

REVIEW OF LITERATURE
2
2.1 Introduction 6

RESEARCH METHODOLOGY

3.1Introduction 1
0
3 3.2 Research Design 1
0
3.3 Sources of Data 1
0
3.3.1 Primary Data 1
0
3.3.2 Secondary Data 1
0
3.4 Sampling Design 1
1
3.5 Sample size 1
1
3.6 Tool for Data Analysis 1
1
 4 DATA ANALYSIS AND INTERPRETATION
4.1 Data analysis and Interpretation 1
2
FINDINGS,SUGGESTIONS AND CONCLUSION

5 5.1 Findings of the Study 2

4
5.2 Suggestions 2
5
5.3 Conclusion 2
6

 REFERENCE
 ABSTRACT

With the rapid advancement of Technology, the internet is increasingly

becoming a one stop shop for consumers in order to meet the majority of their needs.
Many people go online every day for personal reasons, but do they notice the
advertisements, banners, and most importantly their memory values. The current study
looked on the impact of online advertising on consumer mind. The goal of the study
was to measure the efficiency of internet advertising in terms of reach and awareness
generation, as well as the reliability of online advertising. The data, which has been
obtained from the respondents showed an impact on the consumers’ perception about
the online advertising. A survey was conducted through structured questionnaire to
obtain the data from the respondents. A sample of 200 respondentswas gathered and
their responses were analyzed with the help of statistical techniques in order to know
the effectiveness of online advertising on consumer mind.
 LIST OF TABLES & CHARTS

Table No. Particulars P

a
g
e
N
o
.
4.1.1 Gender distribution 1
2

4.1.2 Purpose of internet 1

3

4.1.3 Various modes of advertising 1

4

4.1.4 Level of influence by online advertising 1

5

4.1.5 Hours spend on online 1

6

4.1.6 Movability of online advertisement 1

7

4.1.7 Type of online advertisement 1

8

4.1.8 Factors drawing your attention in online advertisement 1

9

4.1.9 Effectiveness of online ads 2

0

4.1.10 Purchase after seeing Online advertisement 2

1
 CHAPTER- I

STUDY OF
INTRODUCTION

1
STUDY OF INTRODUCTION

Consumer perception is a complex phenomenon. A well design persuasive

advertisement and a positive frame of mind of a consumer perception always
tempted the individual in influencing his / her buying behavior. Because of its
unique traits of flexibility, interactivity, and personalization, the internet has
developed immensely interms of both applications and users. It has proven to
be an extremely valuable instrument for communication ,education,
entertainment and electronic commerce.

Information technology’s revolutionary shift has a significant impact on

people’s dailylife. It has changed the way we conduct business by allowing
businesses to offer anendless selection of items and services to all
consumers worldwide at any time. TheInternet has become the most
important direct marketing medium for global market place, with enterprises
using it to sell their products and services.

The World Wide Web transformed the internet from a difficult-to-use tool for
academics and technologists to a simple tool for businesses and consumers to
discover information. Consumers now have more discretion over how they obtain
information about products and services thanks to the Internet. There are several
factors that influence consumers’ desire for online content. Consumers choose
when, where, what and how much commercial content they want to
watch.Consumers may now access and endless range of products and services
fromcompanies all over. world via the Internet, which has lowered the amount of
time and effort they spend shopping

2
Individual behaviors and responses to online information and advertisements are
influenced by the goal that consumers have in mind when searching for
information online. Because of the rapid progress of computer technology, many
businesses have used the internet in their advertising media mix to take
advantage of onlinecapabilities. Because marketers discovered that the internet
provides them with more flexibility and control overtheir advertising materials, it
has becomea popular advertising platforms.Because the internetcan be used to
effectively communicate marketing messages, both academic and practitioners
are interested in learning how to maximize the value of this communication
services.

A set of ideas that made sense a century ago shaped the modem perspective on
shopping.Some of these old-fashioned ideas are people shop for dollar value,
which shopping decisions make practical sense or that shopping is mostly about
acquiring needed goods and services.The new mode of thought in the shopping
environment is no longer sufficient to identify simple customer demand and try to
satisfythem.Modern shoppers buy things to reward themselves, to satisfy
psychological needs or to make themselves feel good. Modern shoppers buy
things because they are expensive.

They buy things to make a statement, to show off their personality or to boost
their self esteem, Purchased item have become an affirmation of the psyche.
Retailers need to change in order to suit the modern shopping behaviour. It is no
longer sufficed to see a shopper as a rational creature making decisions,It is no
longer enough to think that the shopper acts in a way that makes sense from an
economic of logical point of view.

3
 STATEMENT OF THE PROBLEM

Advertisers are likely to alter their focus and spend millions more on internet
advertising in the future yeats than on Tv, print ads, and other traditional media.
Company web sites, corporate logos, email messages, pop-ups, banner ads,
skyscraper ads, buttons, interstitials , hyperlinks, dynamic media, and interactive
games are all examples of internet advertising in general.

With the rapid advancement of technology, the internet is increasingly becoming

a one- stop shop for consumers in order to meet the majority of their
needs.Whether its for communication, entertainment, shopping, or finding
information, the internet is a one- stop shop for all their needs. As a result many
consumers use internet are glued to their computers and utilise it on a regular
basis. The issue is that a large number of consumers are online everyday for
personal reasons, but do they notice the advertisements, banners, and other
forms of advertising.

Internet advertsing is a vital instrument for stimulating consumer mind by

informing or reminding them about things, but it must also encourage them to buy
those products.In marketing,this is crucial.Further companies may utilise social
media to advertise their products, create relationships with customers, and better
understand their needs.The study and research on social media and
entrepreneurship growth indicated that social media tools serve a variety of
functions for SMEs and that the tools can be implemented innto a variety of
operational responsibilities.There have been a number of studies on internet
advertising, but there have been fewer on online advertising and its
consequences on consumer behaviour. The goal was to fill a knowledge gap by
determining the impact of online advertising on consumer mind.

4
 OBJECTIVES OF STUDY
The following goals are part of the study’s design:

1. To measure the effectiveness of online advertising to generating buying

consumer’s mind.
2. To measure the effectiveness of online advertisement in socio economic
variables in generating consumer’s mind.
3. To identify the factors influencing most preferred by consumers.

SCOPE OF THE STUDY

With introduction of internet in our daily life, it has evolved into a must for
everyone.People utilize the internet for a variety of purposes. The internet is no
longer only a wayfor individuals to access information. It has now evolved into the
most powerful mediumfor people to communicate, entertain themselves and
shop. Everyday, several newwebsites are launched in various categories such as
news, e-commerce, information,communicationand entertainment.

NEED OF THE STUDY

Advertising on the internet is almost a necessity for modern businesses,
especiallythose that do business outside of their local community, internet
advertisingis nearly arequirement. As with radio, television, periodicals and
newspaper, consumers utilize the internet for more than just amusement or
information.

5
 LIMITATIONS OF THE STUDY

 The study is based on effectiveness of online advertisement on consumer

mind.
 Few of respondent do not co-operate in furnishing the information.
 Time is very short; just one hundred and nineteenth respondents are taken.

6
CHAPTER- II

REVIEW OF

LITERATURE

7
 2.1 INTRODUCTION

Fareena et al.(2002) investigated the factors that influence buyer trust in e-

commerce.According to the findings website attributes do have a considerable
impact on trustperceptions. They discovered that buyer characteristics such as
previous participationwith the company were important. The internet ,as well as a
single website ,have animpact on trust ratings .The pivotal trust is an intervening
variables between site,shopper attributes, and the study’s findings that trust is an
intervening variablesbetween site, shopper qualities , and the study’s findings that
trust is an the intention ofthe customer is to act in a certain way.The focus also
aids in the comprehension of the measures of faith.

According to SaikatGuha et al. (2012),web advertising supports a variety of

internet administrations such as search, email ,and social media. There are
numerous concerns about the security risks associated with client focused on
.However, nearly no freeconsiders how advertising systems work,notably in the
United states, Advertising –related systems it proposed new, more powerful
metrics. Enormous amountsofagitation ,which is inevitable in the appropriation of
advertisements,recognizes estimation moderating methods , as well as hazards
and ancient rarities.

8
Banner advertising were studied by Newman et al.(2004).Their purpose was to
focus on the impact of banner advertising and website consistency on customer
perception of a brand’s website. They reasoned that standard advertisements
should be consistent.Certain buyer characteristics as well as the website brand,
should be evaluated .Those who created it have contributed to the successful
management of brands and the promotion of them on the internet.

According to Korgaonar et al. (2001), person involved in web promotion saw it as

offering valuable product knowledge, boosting their social role and image,
upgrading their pleasure, and not being deceptive They also discovered that
participants whowere interested in web advertising had a good opinion regarding it
and a lower income level Those who are actively involved are more likely to notice
web advertising.

The internet is often offered to as the network of a communication medium made

possible by computers and networks. People exchange all kinds of information in
inumerable social contexts on the Internet.The internet is a communication system
that ulitize a computerand a modem to gather information from all over the world. It
is composed of tens of millions of computers all connected allowing a person to
get information that previously was in accessible or took a long time to access.
The internet is a fluid and dynamic environment, that it has no definite
boundaries.Its limitation are imposed only by available software and hardware
technology.

9
According to Novak and Hoffman, the Internet uses a model of distributed
computing that facilitates interactive multimedia many-to-many communications.
The internet supports discussion groups, multi- players and communications
systems chat, file transfer, electronic mail and global information access and
retrieval systems.

Firms communicate with their customers through media. Traditionally, these media
follows a passive one-to-many communication model, through marketing efforts
that allow limited forms of feedback from the consumers. TheInternet revolution
has dramatically altered advertising and communication media. According to
Wang the Internet as a marketing media has the potentials to radically change the
way firms do business with their consumers.

Mendez and Leiva(2015) decided the adequacy of web pulicizing on various

locals under the web reasoning in the cordiality and tourism industry. Study is
directed of the sort of components contained ina standard utilizes as a part of
various e tourism device have a more noteworthy influence on the consideration of
potential more.In addition, these distinctions have been surveyed by variables for
arranging potential sightseers. With a specific end goal to accomplish this goal, a
blended trial configuration was delivered, taking after an eye following technique
and a self regulated poll. Some outstandimg results uncovered that visitors take
longer periods and higher earlier fixations to see the content than the picture. It
was found that members fixate first on the static standard.

Punnet Manchanda et al; inspected this article concentrates on whether standard

publicizing influences obtaining designs on the internet. Utilizing a behavioral
databases that comprises of client buys at a web sites along side individual
promoting presentation, the creators measure the effect of standard publicizing on

10
Current client’s probabilities of repurchase , while representing length reliance.
The probability model of a present customer making a purchase in any given week
with a survival model that uses an adaptable, piecewise expontential hazard
function. The outcome demonstrated that the quantity of exposure, number of web
destinations, and number of pages all positively affect rehash buy probabilities,
through the quantity of one of a kind imaginative has a negative impact.

James Mathew et al; opined that web advertising is an innovative type of

promoting that numerous organizations everywhere throughout the world are
wandering into, with the end goal of informing shoppers of their items and
administrations. Studies have demonstrated that web have impact on customers
than whether oher broad communications with regard to settling on buy choices.
As per Dever “ the web is the most peruassive in the shopper acquiring choice
procedure than exhortion from companies and whatever other medium for
example, television, newspaper…66% of online buyers consider the web helping
them settle on obtaining choice contracted with 61% from computers,family and
42%fromtelevision.

11
CHAPTER- III

RESEARCH
METHODOLOGY

12
 INTRODUCTION

Research in common refers to search for knowledge .One can also define research as a
scientific and systematic research for pertinent information on a specific topic. In fact,
research is an art of scientific investigation.

RESEARCH DESIGN

The combination of both descriptive and exploratory research design has used for this
study

Source of Data

The research uses both primary and secondary data.

Primary Data

Primary data are generally information generated by the researcher for the purposes of
the project immediately at hand. When the data are collected for the first time, the
responsibility for their processing also rests with the original investigator.

Secondary Data

Secondary data refers to the information that has been collected by someone other
than there searcher for the purposes otherthan those involved in the research project
at hand.

13
Sampling Design

Sampling design is a definite plan for obtaining a sample from given

population. The sampling technique was convenience sampling method.

Sampling Size

Universe is the population whose properties are studied gain information

about whole. Here in these study 200 consumers were taken as sample.

Tools for Data Analysis

Questionnaire is used for data collection.It contains the objective of the study.

Percentage Analysis is a method which is used for findings the average of collected

Information, it can be calculated as follows

Percentage= No.of respondents ÷ Total no. of respondents × 100

14
CHAPTER – IV

DATA ANALYSIS
AND
INTERPRETATION

15
 4.1 DATA ANALYSIS & INTERPRETATION

Gender distribution

Table 4.1.1

Gender Respondents Percentage

Male 86 72%
Female 33 28%
Total 119 100%
(source:primary data)

Fig.4.1.1

Percentage
80%

70%

60%

50%
Percentage
30%

20%

10%
86 33

Interpretation

The respondents consisted of significantly more males than females.

16
Internet uses
Table 4.1.2

Purpose Respondents Percentage

Chattingandsocial 48 40%
Networking
Email 8 7%
Information 38 32%
E-Commerce 10 8%
Entertainment 15 13%
Downloading - -
Total 119 100%
(source:primary data)

Fig.4.1.2

60
50

40

30
Respondents

Interpretation

From the following data 40% of people use internet for catting and social networking,
32% of respondents use internet for information, 13% of respondents use internet for
entertainment.

17
Various modes of Advertising
Table 4.1.3

Modes Respondents Percentage

T.V., Movies 43 36%
Newspaper,Magazines 9 8%
Internet 67 56%
Total 119 100%
(Source:primary data)

Fig.4.1.3

140

120

100

80
Respondents
60
Percentage

40

20

0
T.V.,Movies Newspaper, Internet Total
Magazines

Interpretation

According to the table, a person spends more time on the Internet during his free
time than that of T.V. and Movies, Newspapers and Magazines.

18
Level of influence by online Advertising

Table 4.1.4

Level Respondent Percentage

Largelevel 40 34%
Mediumlevel 49 41%
Smalllevel 30 35%
Total 119 100%

(source:primary data)

Fig. 4.1.4

60

50

40

30 Respodent
Percentag
20

10

0
largelevel mediumleve Smallleve

Interpretation

It can be learned there is majority of the respondent have medium level of influence by
online advertisements. Only 41% of respondent have large influence by the
advertisement but it should be noticed that 35% of resopondents have only small level of
influence.

19
Hours spend on Online

Table 4.1.5
Hours spent Respondents Percentage
<1hr 10 8%
1hr to3 hrs 38 32%
3 hrs to 4hrs 40 34%
4 hrs to 5hrs 12 10%
>5hrs 19 16%
Total 119 100%
(source:primary data)

Fig.4.1.5

45

40

35

30

25 Respondents
Percentage
15

10

<1hr 1hr to3hrs 3hrsto4 hrs 4hrsto 5hrs >5hrs

Interpretation

The above graph shows how many hours spent by the respondents daily on the
internet.

20
 Movability of online Ads

Table 4.1.6
Type Respondent Percentage
Movablea dvertisement 79 66%
Immovable advertisement 40 34%
Total 119 100%
(Source:primary data)

Fig 4.1.6

90

80

70

60
Respondent

30

20

10
Movableads. Immovableads.

Interpretation

The chart about movable of advertisement shows that majority of respondents that
means 66% of respondents like movable advertisement than the movable respondents.

21
Type of online Ads

Table 4.1.7
Types Respondent Percentage
Pop-upads 9 8%
Bannerads 35 29%
Backgroundvideowith 53 45%
sound
Backgroundvideowithout 22 18%
sound
Total 119 100%

(Source:primary data)

Fig.4.1.7

60

50

40

30 Respoonden
t
20

10

0
Pop-upads Bannerads BackgroundvideoBackgroundvideo
withsound

Interpretation

45% of respondent lie to see that online video advertisements in the format back
ground with sound.only 8% of respondent have positive attitude towards pop-up ads
next type of advertisement is banner ads which 29% of respondents like to see.We can
understand that the advertisement with more visual treat and sound can attract large
number of respondents.

22
Factors drawing your attention in online Ads

Table 4.1.8
Particulars Respondents Percentage
Product 42 34%
Visualdesigns 17 14%
Price 50 42%
Amount of information 9 8%
Others 2 2%
(Source:primary data)

Fig.4.1.8

60

50

40

30 Respondent
s
20

10

0
Product Price Amountof Other

Interpretation

This table reveals that rice is the most important factors which draws the attention of
respondents.These cond factor is product which draws the attention of respondents.

23
Effectiveness of online ads on Purchase decision

Table 4.1.9
Particulars Respondents Percentage
Definitely 78 66%
ToanExtent 36 30%
Notmuch 5 4%
Total 119 100%
(source:primary data)

Fig.4.1.9

90

80

70

60

50 Respondent
Percentage
3
0

20

10
Definitel Toan extent Notmuch

Interpretation

From the following data,66 percentageof the respondents purchased a product based
on information provided by internet advertisements. 4 percentage respondents weren’t
much influcened by internet advertising and didn’t make any actual purchases after
advertising.This indicates that internet advertising is a major influcencer behind
purchase decision making.

24
Purchase after seeing online Advertisement

Table 4.1.10
Answer Respondents Percentage
Yes 80 67%
No 39 33%
Total 119 100%
(source:primary data)

Fig.4.1.10

9
0

8
0

7
0 Responden
t
3
0

2
0
Ye N

Interpretation

From the following data, resercher interpreted that 67% of respondent purchase after seeing
ads online.

25
HYPOTHESIS

H0: There is no significant difference between:

Test 1

Hypothesis 1

Responses

Age of the Valid Missing Total

respondents

number % number % number %

119 99.0% 1 1.0% 119 100%

Result:

There is no significant between age of respondents.

26
H0: There is significant between:

Test 2

Hypothesis 2

Options No.ofrespondents Percentage

Student 75 63%
Others 44 37%
Total 119 100%

Result:

There is significant between respondent.

27
CHAPTER–V

FINDINGS,
SUGGESTION
AND
CONCLUSION

28
FINDINGS OF THE STUDY:
1. Out of 100%,it is conducted that 72% of male and 28% of female, majority of the
respondents are male in category of gender.
2. Majority of the respondent indicated that they mostly used the internet for
Chatting and Social Networking.
3. A few of the respondents use Newspaper and Magazine for their modes of
advertising.
4. Majority of the respondent ( 41%) have medium level of influence by
advertisement. 34% of the respondents have large influenced by the
advertisement but it should be noted that 35% of the respondent have only
small level of online advertisement.
5. Majority of the respondents spends 3 to 4 hours on the internet daily.
6. The movable advertisement are more noticeable than immovable
advertisement.66%of respondents like movable advertisement.
7. Majority of the respondents(45%) used online advertising for background video
with sound.
8. Price is the most important factors which draws the attention of
respondents.42% of respondents have influenced by price.34% of
respondents were influenced by products.
9. 66% of the respondents’ purchased decision was definitely influenced by online
advertising. 4% of the respondent’s purchased decision was not much influenced
by online advertisement.
10. Majority of the respondent 67% to purchase after seeing online advertisement.

29
SUGGESTION OF THE STUDY

This study looked at the impact of internet advertising on people’s mind, it

suggests that a similar study be conducted in a specific class of students, staff or
other group for comparison and to allow for generalization of the findings on the
impact of online advertising on consumer minds. “Future studies might look into
the influence of web advertising across different countries and cultures to expand
the worldwide outstanding of web advertising effectiveness”.

30
CONCLUSION

The objective of the study was to determine the effectiveness of advertising on

consumer mind using a sample of people.After analysis of the study findings , that
study concludes that the effectiveness of internet advertising on reach and creation
of awareness was determined by the level of knowledge about the existing plat forms
of advertising adopted by various people and time spent on various media. Internet
advertising was effective in providing higher reach and creation of awareness.Inspite
of the diverse usage of internet and wide interaction with various internet
advertisements , some people were able to recall. The internet ads they had seen
This implies that the reliability of internet advertising is quite low. According to the
findings, internet advertising has the greatest impact on consumer’s mind, and it is a
key component in forecasting Consumer’s mind. The pleasant association that
exists between the mind of the Consumer and online advertising. This means that
businesses should spent more money on internet advertising to increase their
market share, as well as conduct market research on different markets in different
countries to ensure that the internet advertising initiates in place are
appropriate for the targeted markets, resulting in increased product purchases.

31
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