International Journal of Contemporary Research and Review
CrossRef DOI: http://dx.doi.org/10.15520/ijcrr/2017/8/04/146
ISSN: 0976-4852
Influence of Advertising on Attitude of Young Indian Consumers –
An Empirical Study
Dr. Rajul Dutt1, Dr. Asma Zaheer2, Dr. Mairaj Salim3
Professor and Director, Faculty of Commerce and Management, Rama University, India.1
Assistant Professor (Marketing), Faculty of Economics and Business Administration King Abdul Aziz University,
Jeddah. KSA2.
Assistant Professor (e-Marketing), King Abdul Aziz University, Jeddah. KSA3.
Accepted 2017-03-16-; Published 2017-04-10
Abstract:
Purpose: Due to the changing dynamics of India Business over the last nearly two decades and advances
seen in the Internet technology, there is a tremendous growth in Advertising sector understanding the
consumers attitude towards advertising is therefore is of great significance. However this paper is attempts
to examine the consumer attitude towards Advertising.
Methodology: The aim of this research was to investigate the determinants of consumer‟s attitude towards
advertising among300 faculty members of engineering/MCA colleges/Institutions. A total of 237 faculty
members from private colleges in western U. P. India participated in this research .Six independent variables
are determined to examine the influence for the study. The data were collected through personal
administration and had 237 valid responses.
Findings: The statistical outcome shows that in formativeness, entertainment positively relates to
consumer‟s attitude towards advertising while Consumer Psychology (CP) was found to be negatively
related to attitude towards advertising. Furthermore, it was found that in general there is more positive
attitude towards advertising and therefore the more the consumers likes searching for product information,
the more positive the attitude towards advertising will be.
Key Words: Advertising, Attitude, Promotions, Media
1. Introduction:
In a competitive and dynamic business world,
advertisement is playing an important role and is
now considered to be of great importance.
Advertising does help in attracting large audience
if it is carried out in a proper way and thereby
helps organizations to make their product/brand
popular. Internationally, advertisement is now
considered as one of the key factors for the
success of any business and large amount of
investment is done on advertisement. Thus, it has
become inevitable for organizations to know and
understand the consumer‟s attitude towards the
advertising because a positive attitude towards
any advertisement for a product /brand will result
in positive attitude towards the product which
ultimately strengthen the purchase intention of the
consumers.
While economic development has a tremendous
impact on consumer attitudes and sophistication,
researchers have studied the effect of other factors
that may account for the difference in the
consumer‟s attitude towards marketing. Chan,
Yau and Chan (1990) found that demographic
variables significantly affect consumer‟s attitude
in the same way across tow samples. Crellin
(1998) found a significant generational split
between those respective and unreceptive to
advertising from an audience study in China.
However, it is very difficult to say as to which
aspects of advertising have the greatest influence
on the consumer‟s attitude followed by purchase
decision. In today‟s business world, advertisement
is considered as the most imperative tool to
market any product. Marketers over the period of
time have become more and more responsive
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Dr. Mairaj Salim, et al, Influence of Advertising on Attitude of Young Indian Consumers –An Empirical Study
towards the medium of advertisement ie
newspapers, magazines, radio, television etc
because by using different medium of
advertisement and thereby developing positive
attitude, the customers are made to believe in the
product/brand and helps ultimately to build
confidence towards the product thereby improving
the buying behavior. Thus, attitude leads to the
formation of thinking based on either acceptance
or rejection. Attitude change means that the
individual assessment manner changes from one
value to the other. Nonetheless, there is huge
impact on the attitude of Indian consumers due to
rapid economic development the earlier researches
have also been done to study the effect of the
other factors too that may be accorded for the
difference in consumer‟s attitude.
Varadarajan and Thirunarayana (1990) examined
consumer‟s attitude towards marketing practices,
consumerism, and government regulations. They
found a high level of consumer skepticism
regarding the operating philosophy of business,
discontent with marketing practice, and support
for consumer movement and greater government
regulation. To provide additional empirical insight
into the validity of consumerism life cycle
concept, Thus, Varadarajan and Thirunarayana
(1990) concluded that despite wide variations in
the volume of advertising and different levels of
government regulation of advertising from one
country to another, negative views about
advertising seem to be a universal phenomenon,
and perhaps more so in developing economics.
The Indian media and Entertainment (M&E)
industry has a massive reach. The industry in
largely driven by increased digitization‟s, growth
of regional media, robust film industry and
emergence of new media for content delivery. The
Indian M&E industry is projected to grow 11.8
percent to clock revenues worth Rs 91,700 crores
(US$ 16 billion) in 2013 according to an industry
report. While conventional media such as
television (TV) print and radio continue to be
dominant segments, animation, visual effects,
films and music are also posting strong progress
owing to content and the benefits of digitization.
Moreover, the governments drive towards
digitalization and addressability for cable
television by 2014 is expected to provide a boost
to direct-to-home (DTH) and digital cable growth.
In, Indian context, all the young consumers within
the age of 35 yrs felt positive about advertising
and appreciate the benefits of advertising for
providing information and educating the masses
however, there is not much appreciation by the
elderly consumers, considering the importance of
consumer‟s attitude in consumer buying behavior,
and companies are focusing on conducting
research to study.
2. Literature Review:
B.N. Anand & R.Shachar (2009), mentioned that
market opportunities and economic transformation
are the main reasons for the change in life style
and behavioral pattern of an individual. According
to Byzalov et al (2004), when the consumer is
exposed to advertisement, he becomes more
informed and educated about the product and thus
this lessens the risk associated with the product.
Richens (1991), stated that the support to enhance
consumers self image is through advertising.
Rossiter(1977) said that positive attitude of a
person towards advertising leads to brand
awareness among the consumers. Attitude is
considered to be one of the major determinants
towards any advertisement and is considered as
core concept. Lutz (1985).
According to Sicilla,Ruiz & Reynolds (2006),
when an advertisement is likely to hold the
attention and enjoyed by the consumer generally
forms positive attitude towards the product or
brand. Solomon (2003) listed important
determinants which results in affecting the
advertisement attitude such as the consumer‟s
mood, feelings evoked by advertisement, reaction
triggered by advertisement on the part of
consumers. Hamilton et.al.(2009) stated that when
a company participates in advertisement
programs, the impact of organization‟s
performance is highlighted.Hanif et al (2009)
revealed that the basic reason for consumer
satisfaction is when his needs and desires are met
followed by reasonable pricing, better services
provided. According to De Mooij,M (2003) ,the
cultural differences that leads to variation in
consumer choices which results in different
consumption pattern is due to the divergence in
consumer behavior.
Barroso,A.(2008), the increase in sales of any
product is due to the awareness of product‟s value
which is the result of an efficient advertisement.
Kacen et al (2002) mentioned that emerging ecommerce has opened doors to the consumers for
impulsive purchasing opportunities but cultural
aspects are deterrent to consumer‟s impulsive
purchasing attitude. Raj,S.P.(1982) examined that
when the advertisement for the product increases,
the consumer purchase also increases and this
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Dr. Mairaj Salim, et al, Influence of Advertising on Attitude of Young Indian Consumers –An Empirical Study
happens due to high loyalty. According to Sirgy et
al (1982), the important predictor for the self
concept of consumer about the product is
consumer attitude and preference about the
product. Ackerbergm,D.A.(2003), also revealed
that the great source for product learning is
advertising and this process is the result of either
informative advertisement, prestige or image.
Brackett and Carr (2001) clarifies that media and
advertising are separate. Ducoffe (1996) argues
that the value of advertising has important
influence of the media context. (Kanso & Nelson,
2007),due to globalization, more and more
emphasis should be put on further researches to
explore the significance of advertising in products
including consumer‟s attitude.
(Bauer and
Geryser, 1968; Becker, Martino and Towners,
1976; Larkin, 1979)
has emphasized that the
advertisement which are telecasted on television
are considered to be less informative as television
has low credibility as per the earlier studies done
also .According to Tai (2007), mentioned that due
to technological advancement, more information
cn be gathered of the competitors which helps in
developing a strong brand name of organizations
/products
3. Objective of the Study:
The objective of the study is to examine the
influence of advertising on the attitude of the
consumers towards psychology of consumers,
entertainment, message information, interactivity
with the advertisement.
4. Significance of Study:
This research will help marketers to their products
keeping in mind the culture of the area ie local,
domestic or international and thus becomes
important for them to determine the factors which
are responsible to affect the attitude of the
consumers in order to exploit the behavior of the
consumers towards advertisement which in turn
will influence their buying patterns.
5. Conceptual Framework:
Based on the conceptual framework, six
independent variables were developed, and
presented in the subsequent section. The
conceptual framework was designed with the
dependent variable - attitude towards advertising
– being influenced positively or negatively by the
independent variables, based on these conjectures
and the arguments to support the conjectures. The
independent
variables
include
consumer
manipulation,
product
information,
hedonic/pleasure, economic condition, social
integration and materialism (see Figure 1). These
were developed based on the review of relevant
literature.
Consumer
Psychology
In formativeness
Motiv
e
Attitude
Entertainment
Income Status
Public
Interactivity
Materialism
Figure 1. Conceptual framework
3. Research Ques:
How does the advertising influence the attitude of
consumers in India What attributes in advertising
do consumers perceive as valuable How do
consumer –based factors influence the Indian
consumers‟ attitude towards advertising
4. Hypotheses:
H1: Consumer Psychology will have a negative
influence on attitude towards advertising
H2: Informativeness will have a positive influence
on attitude towards advertising
H3: Entertainment will have a positive influence
on attitude towards advertising
H4: Good Income Status will have a positive
influence on attitude towards advertising
H5: Public Interactivity will have a positive
influence on attitude towards advertising.
H6: Materialism will have positive Influence
towards Advertising.
5. Research Methodology:
The questionnaire was divided into two parts: Part
A and Part B. Part A solicited responses on
participants‟ background and overall knowledge
on the subject matter. Part B of the questionnaire
consisted of questions on the conceptual variables.
Each variable comprised about two to five
questions/statements. We used a five-point Likert
scale that ranges from 1 = “Strongly Disagree” to
5 = “Strongly Agree”. Prior research employed
similar measurement (see Haque et al., 2007;
Kwek, Tan & Lau, 2010; Lee, 2009; Eze, Tan &
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Dr. Mairaj Salim, et al, Influence of Advertising on Attitude of Young Indian Consumers –An Empirical Study
Yeo, 2012; Eze, Chin & Lee, 2011). We
employed convenience-sampling method to select
300 participants in this study because there was no
population frame for the prospective participants
(Sekaran, 2003). Munusamy and Wong (2007)
used similar method in their research.
Subsequently, we distributed the questionnaire to
young faculty members, who were between 22-40
years old. We used personal administration
method to collect the data. We chose personal
administration method for data collection because
it is widely used in surveys of this nature and,
particularly it helps in achieving the objectives of
this paper (Lee, Eze & Ndubisi, 2011; Eze &
Kam, 2001).
6. Data Analysis and Findings:
Out of 300 questionnaires 81% i.e. 242 were
returned out of which 5 were incomplete
amounting to 79% valid responses. We used
Statistical Package for Social Sciences (SPSS)
program to process the data for this study. The
next section presents the descriptive and the
inferential analysis and results.
Table 1. Respondents’ demographic profile
Frequency
Percent
Cumulative (%)
Gender:
Male
94
39.66
39.66
Female
143
60.34
100
Age:
22-25
47
19.93
19.93
25-29
170
71.73
91.66
30-34
18
7.60
99.26
35-39
1
0.42
99.68
40 and above
1
0.42
100
55
78.06
94.51
Education level :
Diploma /
Undergraduate
Graduate
161
5.06
99.57
21
0.42
100
Rs5000-10000
181
76.37
76.37
Rs 100001-20000
31
13.08
89.45
Rs 20001-30000
12
5.06
94.51
Postgraduate (MBA / M.Sc. / M. Phil. /
PhD)
Income Level:
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Rs 30001-40000
6
2.53
97.04
Rs 40001and above
7
2.95
100
Television
135
56.96
56.96
Newspaper
33
13.08
70.88
Magazine
19
8.01
78.89
Billboard
7
2.95
81.84
Radio
5
2.10
83.94
38
16.03
100
45
18.99
18.99
85
35.86
54.85
42
17.72
72.57
65
27.43
100
Positive response
52
21.94
21.94
Neutral
147
62.03
83.97
Negative response
38
16.03
100
Types of effective advertisement:
Internet
Number of times to encounter
advertisement:
0-2 times
3-5 times
6-8 times
8 times and above
Response towards advertisement:
Table 1 illustrates the demographic profile of the
respondents, who participated in this study. Based
on the figures in the table, majority of the
respondents were female (60.3%) compared with
the male respondents, which was 39.66%. In
addition, respondents within the age group of 25
to 29 years old emerged with the highest number
of participants at 71.73%. The highest number of
respondents in terms of education level came from
the undergraduates or diploma level category at
78.06%. In addition, most of the respondents
(76.37%) earn Rs 5001 to Rs 10,000, monthly, .
Majority of the respondents agree that TV is the
most effective source of advertising (56.96%). In
addition,
the
respondents
encounter
advertisements 3 to 5 times in a day (35.86%).
Lastly, majority of the respondents, (61.8%),
indicated neutral response to any encounter
advertisement.
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Table 2.Mean standard deviation and reliability value for variables
Std.
ID
Variable Name
Mean
N (items)
Cronbach‟s Alpha
2
5
5
2
4
5
6
0.55
0.73
0.75
0.53
0.77
0.79
0.70
Deviation
CP
P
E
IS
PI
M
ATA
Consumer Psychology
Informativeness
Entertainment
Income Status
Public Interactivity
Materialism
Attitudes towards Advertising
2.69
3.87
3.53
3.45
3.43
3.36
3.55
Table 2 presents the mean values, standard
deviation values, and the number of items for each
variable. For independent variables, In
formativeness yielded the highest mean (I=3.87),
followed by Entertainment (E=3.53), Income
Status (IS=3.45), Public Interactivity (PI=3.43),
Materialism (M=3.36), and Consumer Psychology
(CP=2.69). Since all variables (except CP) yielded
mean value more than 3, we can conclude that the
respondents agree with these factors are useful in
assessing consumers‟ attitude towards advertising.
In addition, consumer Psychology (CP) yielded a
mean value of 2.69, which indicates that the
respondents tend to be neutral on the variable.
Table 2 also depicts the Cranach‟s Alpha values
1.10
0.80
0.81
0.83
0.83
0.98
0.84
of the independent and dependent variables in this
study. Cronbach‟s Alpha was used to verify the
internal consistency of the variable item. Nunn
ally (1978) indicated that the value for Cranach‟s
Alpha of 0.7 or higher is considered acceptable. In
Table, all variables yielded value more than 0.70,
except Consumer Psychology and Income Status.
The results indicated that the Cronbach‟s Alpha
value for Consumer Psychology is 0.550 and for
Income Status is 0.53. Cronbach (1951) stated that
a value higher than 0.50 was a satisfactory level of
good internal consistency, Therefore, the
reliability analysis for all variables in this study
are still acceptable.
Table 3. Factor analysis for each item:
Component
CP1
CP2
I1
I2
I3
I4
I5
E1
E2
E3
E4
E5
IS1
IS2
1
0.841
0.841
2
3
4
5
6
0.579
0.684
0.699
0.822
0.738
0.692
0.646
0.754
0.757
0.713
0.835
0.835
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PI1
PI2
PI3
PI4
M1
M2
M3
M4
M5
0.823
0.833
0.748
0.700
0.697
0.790
0.820
0.689
0.740
In addition, during factor analysis, items were
retained according to the following criteria: (i)
factor loadings greater than 0.5 and (ii) no crossloading of items. In other words, items were
dropped where they have a loading of less than
0.5 or where their loadings are greater than 0.5 on
two or more factors (King & Teo, 1996; Eze,
2008). As shown in Table , the factor loading for
each item is greater than 0.50 and loads into its
intended construct.
Table 4.Pearson correlation coefficient matrix
CP
I
E
IS
PI
M
ATA
CP
I
E
IS
PI
1.000
-0.030
-0.024
-0.072
0.054
-0.222**
-0.142*
-0.030
1.000
0.368**
0.331**
0.409**
0.176**
0.431**
-0.024
0.368**
1.000
0.146*
0.346**
0.106
0.403**
-0.072
0.331**
0.146*
1.000
0.325**
0.209**
0.391**
0.054
0.409**
0.346**
0.325**
1.000
0.316**
0.334**
M
ATA
-0.222**
0.176**
0.106
0.209**
0.316**
1.000
0.279**
-0.142*
0.431**
0.403**
0.391**
0.334**
0.279**
1.000
** Correlation is significant at the 0.01 level
* Correlation is significant at the 0.05 level
Table 4 reveals the correlation matrix of the
conceptual variables. A two-tail test at 0.05
significance level indicates that there are positive
relationships among the independent variables and
the dependent variable, except for consumer
Psychology (CP). Consumer Psychology (CP) was
found to be negatively related to attitude towards
advertising, which may have some implications
for the first hypothesis as the regression analysis
indicates.
Table 5. Multiple regression analysis (ANOVA Test)
Model
1 Regression
Residual
Total
Sum of Squares
21.517
39.607
61.124
According to Field (2009), a key purpose of
ANOVA test is to show whether the model is
df
6
210
216
Mean Square
3.586
0.189
F
19.014
Sig.
0.000a
significantly better at predicting the dependent
variable or using the means. In Table 5, the F20106
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value (19.014) is large with a small pvalue=0.000<0.05. Hence, it can conclude that at
least one of the six independent variables can be
used to model young adults attitude towards
advertising in this study.
Table 6. Multiple regression analysis (regression coefficients)
Unstandardized
Standardized
Coefficients
Coefficients
Collinearity Statistics
Model
B
1 (Constant)
CP
I
E
IS
PI
M
0.944
-0.050
0.205
0.242
0.183
0.036
0.097
Std. Error
0.292
0.034
0.062
0.057
0.047
0.056
0.045
T
Sig.
Beta
-0.086
0.215
0.259
0.234
0.043
0.132
Tolerance
3.233
-1.484
3.319
4.207
3.851
0.636
2.176
0.001
0.139
0.001
0.000
0.000
0.525
0.031
0.927
0.733
0.817
0.834
0.689
0.834
VIF
1.079
1.364
1.224
1.200
1.451
1.199
Attitude towards advertising = 0.944 + (-0.050 Consumer Psychology) + 0.205 (In formativeness) + 0.242
(Entertainment) + 0.183 (Income Status) + 0.036 (Public Interactivity) + 0.097 (Materialism).
7. Discussion:
Based on the findings in this study, consumer
psychology correlated negatively with attitudes
towards advertising, which indicates that negative
belief towards consumer Psychology would result
in an increase in negative attitudes towards
advertising. The results also indicate that there is a
positive effect of Informativeness about product
on attitudes towards advertising with a p-value of
0.001. Petrovici et al. (2007) arrived at similar
conclusion in their study on personal uses and
perceived social and economic effects of
advertising in Bulgaria and Romania. In addition,
hypothesis 3 was supported with a p -value of
0.000. This means, this variable is important in
designing adverting campaign for businesses,
because belief in Entertainment, tend to generate
positive attitudes towards advertising. Tsang and
Tse (2005) reached similar conclusion in their
study on a hedonic model for effective web
marketing: an examination.
Income had a positive influence on attitudes
towards advertising with a p-value of 0.000. This
Finding indicates that there is a significant effect
of economic situations in a particular society with
respect to consumers‟ attitude towards
advertising. Hence, hypothesis 4 is supported.
Based on the analysis, the hypothesis between
interactivity and attitude towards advertising
emerged insignificant with a p -value of 0.525.
Following this outcome, hypothesis 5, was not
supported. This finding is inconsistent with the
findings of Pollay and Mittal (1993), who reported
that public integration would have a positive
influence on attitude towards advertising. Finally,
materialism has a positive influence on attitude
towards Advertising with a p-value of 0.031.
The findings from this study would assist future
researches to obtain additional pieces of
information, which were unavailable in previous
studies. In addition, researchers who may be
interested in conducting similar studies would find
this paper useful as it would serve as a frame of
reference on the market trends, and market
conditions in India with respect to faculty
members.
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