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

Pooja Bai Kewat, Priyabrata Panda and Arjuna Kumar Maharana

International Journal of Business and Emerging Markets, 2023, vol. 15, issue 3, 287-306

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.

Keywords: customer buying behaviour; conventional advertisement; direct marketing. (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=132182 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbema:v:15:y:2023:i:3:p:287-306

Access Statistics for this article

More articles in International Journal of Business and Emerging Markets from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().