BUSINESS RESEARCH METHODS

NOMAN GHALIB 11-ARID-2876

REHAN NAWAZ 11-ARID-2879

AZAM JAHANGIR 11-ARID-2858

Impact of online advertisement on consumer behavior

OBJECTIVES

Consumer attitude

Consumer perception

Consumer responses

PROBLEM STATEMENT

To what extent online advertisement effects the consumer behavior

THEORETICAL FRAMEWORK

ONLINEADVERTISEMENT

CONSUMER BEHAVIOR

LITERATURERIVIEW

HYPOTHESIS

Ho: “online advertisement effects consumer behavior”

H1: “online advertisement does not effect consumer behavior”

METHOD AND MATERIAL

RESEARCH DESIGN

descriptive causal

Field experiment students

Cross sectional

SAMPLING DETAIL

target• RWP universities • students

sample •Sample size 300•Respondents 56

type •Probability sampling•Stratified random sampling

Sampling frame

• Lists of students enrolled

INSTRUMENT

SECONDRY RESEARCH:

E-journals

Internet

Online books

QUANTITATIVE RESEARCH:

RESULTS

56 respondents

35 males

21 females

Online advertisement

Mean = 3.96 (min= 3 max=5)

S.D = .465

Consumer behavior

Mean = 4.35 (min=2 max=5)

S.D= .439

Online advertisement

Reliability= .702

Consumer behavior

Reliability = .715

Beta =.621 Correlation=.672 which is almost 7 So online advertisement has strong

relationship with consumer behavior Thus we accept Ho

Ho= “online advertisement effects consumer behavior”

FINDINGS

Informative

Irritating

Quality websites

LIMITATIONS

Confined to urban area

IMPLICATIONS

Marketers

advertisers