A Study on the Attitude of Goan (India) Students towards Advertising
Journal Title: Saudi Journal of Business and Management Studies - Year 2016, Vol 1, Issue 3
Abstract
Abstract: The purpose of advertisements is to enhance buyer’s response to products or services offered by the firm, thus increasing its profitability. Attitude is a learned predisposition to respond in the consistently favorable or unfavorable manner to advertising in general” While the influence of advertising on consumer behavior is inevitable, consumers generally hold quite negative attitudes towards it. The main objective of the artical is to study the attitude of the students towards advertisements. By using the Likert scale modified suitably, the data was collected. In all 2108, students from all over Goa were surveyed. It was seen that the attitude of the students towards advertisements is positive and matured. The statistical tools such as Independent sample ‘t’ test and One way ANOVA were used to find out the validity of the statements and whether there is an association between the different categories of sample and the attributes. In spite of it being severely criticized, students still felt that advertisements should not be taken away from the T.V. Keywords: Attitude, Advertisements, Vulgarity, Utility, Exaggerated
Authors and Affiliations
Juao Costa
Keywords
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