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Influence of direct marketing and conventional advertisement on buying behaviour of customers of electronic home appliances

Author

Listed:
  • Pooja Bai Kewat
  • Priyabrata Panda
  • Arjuna Kumar Maharana

Abstract

The study aims at establishing the effect of direct marketing, conventional advertisement, and online advertisement on consumer buying behaviour with mediating effect of consumer satisfaction and advertisement characteristics. For the purpose of the study, 525 responses have been collected through a questionnaire. A partial least square model has been developed and tested. The findings of the study demonstrate that direct marketing has a greater direct influence on buying behaviour as customers find direct marketing easy and convenient. At the same time, conventional advertisement has a more indirect influence on buying behaviour through advertisement characteristics. It specifies that respondents are more attentive to the conventional form of advertisement.

Suggested Citation

  • Pooja Bai Kewat & Priyabrata Panda & Arjuna Kumar Maharana, 2023. "Influence of direct marketing and conventional advertisement on buying behaviour of customers of electronic home appliances," International Journal of Business and Emerging Markets, Inderscience Enterprises Ltd, vol. 15(3), pages 287-306.
    • Handle: RePEc:ids:ijbema:v:15:y:2023:i:3:p:287-306
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