A STUDY ON EFFECT OF HUMOROUS ADVERTISEMENT ON CONSUMER PURCHASE DECISION

1Lea Tony, Malavika C Warriar, Malavika Jayaraj

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Abstract:

In order to increase the sales of the product and face competition from similar products, the product is to be equipped to grab the attention of the consumers, persuade them to buy the product and retain the loyalty of the customers. Advertising plays a major role in grabbing the attention of consumers. Attractive attributes used in advertisements, increases the magnitude of grabbing the attention. Humour as an appeal in advertisement is used by many advertisers and businessmen to boost their sales. The present study was aimed to find the impact of humorous advertisement on the consumer purchase decision by selecting some advertisements with special reference to confectionery. Primary data was collected by employing questionnaire that was prepared in Google forms and send to people for their response. The study gave a good insight about the effect of humour in advertisements and how it influenced the consumer purchase decision.

Keywords:

Humorous advertisement, Recalling power, Consumer Purchase Decision

Paper Details
Month3
Year2020
Volume24
IssueIssue 3
Pages4189-4197