Factors affecting consumer behaviour in advertisement

Pages: 67-70
Amit Sindhu (Independent Scholar, Management, Bahadurgarh, Haryana)

The behaviour that a consumer displays in searching for, purchasing, using, evaluating and disposing of products and services that they expect shall satisfy their needs is at the centre of the concept of consumer behaviour in the context of marketing (Leon et al., 2008). The product and the brand which can stand firmly and mitigate all the challenges posed by these market forces and can effectively deal with such situations using modern day tools of marketing, can only create its own place and space in the minds and hearts of consumers and there by establish itself in the market. The present paper reviews factors affecting consumer behaviour in advertisement.