This document provides a synopsis for a research study on the impact of digital advertisement on the purchasing behavior of youth in India. It includes an introduction to digital advertising and outlines factors that influence consumer purchasing behavior, such as cultural, social, personal, and psychological factors. It also reviews relevant literature on topics like online shopping behavior, word-of-mouth marketing, and the role of social networking sites in developing effective marketing strategies. The synopsis was submitted to a university for a Doctor of Philosophy degree in management.

1. RESEARCH GUIDE
DR. HARISH PUROHIT
REGISTRATION NO. : JJT/2K9/CMG/1184
SHRI JAGDISHPRASAD JHABARMAL TIBREWALA UNIVERSITY,
JHUNJHUNU , RAJASTHAN – 333001
A STUDY ON THE IMPACT OF DIGITAL ADVERTISEMENT ON PURCHASING
BEHAVIOR OF YOUTH IN INDIA
A
SYNOPSIS PRESENTATION
Submitted to
For the Degree of
DOCTOR OF PHILOSOPHY
IN
MANAGEMENT

3. Introduction
Nowadays, everyone seems to talking about Digital
Advertising services and it was creating a buzz in the
market and there are some people who know about it
and now they want to know more about it but the thing is
why it is creating buzz and how does it work?

4. Digital Advertising is marketing that makes use of electronic
devices such as computer, tablets, smart phones, cell phones,
digital billboards and games consoles to engage with consumer
and other business partners. While the internet is the channel
which is mostly closely associated with Digital Advertising others
are wireless text messaging, mobile instant messaging, mobile
apps, podcast, electronic billboards, digital television and radio
channels. Digital Advertising can be defined as promoting of
brands or products and services using all forms of digital
advertising. Digital Advertising uses Television, Radio, Internet,
mobile and any form of digital media to reach customers in a
timely, relevant, personal and cost-effective manner.

5. In pull Digital Advertising, the consumer actively seeks the
marketing content, often via web searches or opening an email, text
message or web feed. Websites, blogs and streaming media (audio
and video) are examples of pull Digital Advertising.
In push Digital Advertising the marketer sends a message without
the consent of the recipients, such as display advertising on
websites and news blogs. Email, text message and web feed can
also be classed as push Digital Advertising when the recipient has
not given permission to receive the marketing message
Digital Advertising includes
Online Marketing (Web Optimization, Search Engine
Marketing(SEM), Social Media Optimization (SMO), Online Display
Advertising and Email Marketing)
Mobile Marketing (Message (SMS/MMS), Mobile Internet, Mobile
Apps, App Advertising)
Radio Marketing (Radio Advertising, Podcasts, Interviews,
Sponsorship)
TV Marketing (TV Adverting, Sponsorship, Product Placement,
Interview)

7. Consumer Purchasing
behavior
Buying Behaviour of Youth
Buying behaviour of an individual plays a predominant role in the consumer behavior in
general and among the youth in particular. Buying behaviour marketing is a process of
establishing relationships between products offered in the market and targeted buying
behaviour groups. It involves segmenting the market on the basis of buying behaviour
dimensions, positioning the product in a way that appeals to the activities, interests and
opinions of the targeted market and undertaking specific promotional campaigns
Business Studies (IJRMBS 2017) which exploit buying behaviour appeals to enhance
the market value of the offered product. In India internet is around 20 years old. India is
among the top 3 population of internet users with 145 million consumers. The digital
marketing is having just 3-4% of organised retailing. This reveals that some elements
are the hindrance in the prosperity of online marketing in India. The risk perceived by the
youth in India is one of them. The prosperity of online shopping in India is huge because
of its big size of youth population. The government is investing a lot in internet
infrastructure. The organized retailing can’t reach to the rural part of India easily whereas
online retailers are finding their buyers in cities including villages of across India.

8. Customer behaviors study a based on consumer buying
behavior, with the customer playing the three distinct
roles of user, payer and buyer.
Factors which influence Consumer Purchasing behavior
Internal influences
Consumer Purchasing behavior is influenced by
demographic, psychographics (lifestyle), Personality,
motivation , knowledge, attitudes, beliefs and feelings.
Consumer Purchasing behavior concern with consumer
need ,consumer actions in the direction of satisfying
needs leads to behavior of every individual depend on
thinking.
External influences
Consumer Purchasing behavior is influenced by culture,
sub-culture, locality, royalty, ethnicity, family, social
class, reference, group, lifestyle, and marketing mix
factor.

9. Consumer purchases are influenced strongly by four factors.
There are certain factors which influence the Consumer
Purchasing behavior
1. Cultural factor- It is divided into three sub factors
 Culture
 Sub-Culture
 Social Class
Culture- Culture is the most basic cause of a person’s wants
and behavior. Every group or society has a culture and
cultural influence on buying behavior may very greatly from
country to country.
Sub-Culture- A group of people with shared value system
based on common life experience and situation. Each culture
contain smaller sub culture a group of people with shared
value system based on common life experience and situation.
Sub-culture include nationalities, religions, social group and
geographic regions. Many sub culture make up important
market segments and marketers often design products.
Social Class- Almost every society has some form of social
structure, social class are society’s relatively permanent and
ordered division whose members share similar values,
interest and behaviors.

11. 2. Social Factors- A Consumer Purchasing behavior also
influenced by social factors such
Groups
Family
Role & Status
Group- Two or more people who interact to accomplish
individual or mutual goals. A person’s behavior is influenced
by many small groups that have a direct influence and to
which a person belongs are called membership groups.
Some are primary group include family, friends, neighbors
and coworkers. Some are secondary group which are more
formal and have less regular interaction. These includes
organization like religious group, professional association and
trade unions.
Family- Family members can strongly influence buying
behavior. The family is the most important consumer buying
organization society and it has been researched extensively
marketers are interested in the roles and influence of the
husband, wife and children on the purchase of different
product and services.
Role and Status-A person belong to many groups, family,
clubs, organization and the person’s position in each group
can be defined in terms of both role and status.

12.  Personal Factors- Personal factors include
 Age & lifestyle cycle stage
 Occupation
 Economic situation
 Lifestyle
 Personality & Self Concept
 Age & lifestyle cycle stage- People changes the goods and services they buy
over their lifetimes. Tastes in food, clothes, furniture and recreation are often age
relate. Buying is also shaped by the stage of the family life cycle.
 Occupation- A person’s occupation affects the goods and services bought. Blue
collar worker tends to buy more rugged work clothes, whereas white collar
workers buy more business suits. A Co. can even specialize in making products
needed by a given occupational group. Thus computer software companies will
design different products for brand managers, accountants, engineers, lawyers,
and doctors.
 Economic Situation- A person’s economic situation will affect product choice.
 Lifestyle- It’s a person’s pattern of living under-standing these forces involves
measuring consumers major AIO dimension ie Activities (Work, Hobbies,
Shopping) Interest (Food, Fashion, Family recreation) & Opinion (about
themselves, Business products).
 Personality & Self Concept- Each person’s distinct personality influence his or
her buying behavior. Personality refers to one’s own environment.
 Psycholological Factors- It include these factors
 Motivation
 Perception
 Learning
 Beliefs and Attitude

13.  Motivation- Motive (drive) is a need that
is sufficiently pressing to direct the
person’s to seek satisfaction of the need.
 Perception- The process by which
people select, organize and interpret
information to form a meaningful picture
of the world.
 Learning- Changes in an individual
behavior arising from experience.
 Beliefs & Attitude- Beliefs is a
descriptive thought that a person holds
and something. Attitude- person’s
consistently favorable or unfavorable
evalution, feeling and tendency towards
an object or idea.

14. Review of Literature
 The Review of literature in India and abroad has been taken from books and
Journals.
 Chang (2005) has studied the way in which variables which drives online
shopping activity. The study reveals that the features of online shopping are
classified into three categories. The perceived characteristic of the web sale
channel is the first category. It includes risk, advantage, online shopping
experience, service quality and trust. Website and product category is the second
one which includes risk reduction measures, features of website and
characteristics that the product has. The third category is the characteristics that
consumer possess. These characteristics are driven by the features like consumer
shopping orientation, demographic variables, knowledge and usage of computer
and internet, innovativeness of consumers and also the psychological variables of
consumers.

 Michael Truso et al (2009) developed and estimated a model that captures the
dynamic relationships among new member acquisition, WOM referrals and
traditional marketing activities. Word of mouth marketing has become an
important area to study and has attracted attention of many practitioners. Word of
mouth communication is appealing as they combine the prospect of overcoming
consumer resistance with significantly lower costs and fast delivery through
internet technology. Research shows that consumers today are more attracted to
WOM communication as compared to advertisement. Social networking sites
have helped to develop effective WOM marketing strategies. The study reveals
that WOM referrals have a strong impact on acquiring new customers.


16. Scope of the Research
The Digital Advertising in India is at growing stage. If we see the growth in past few years it is tremendous but not as
impressive as we except in a developing and potential market like India. If we go by the figures of the survey of
International Telecommunication Union 2012 out of the total population less than 20% uses internet which is far less
then the developing countries like US where the rate is in between 80 to 100%. This data clearly shows that efforts
need to be raised in the direction of increasing awareness of internet so that the remaining 80% population can get
exposure to the internet and target accordingly.
The biggest issue in online business is the issue of privacy and security, despite development in security measures
the practice of hacking has always been an issue. Once you feed in your personal data there is always a chance that
another person can hack into your account and access information.
The problem of hacking leads to trust issues in the mind of buyer and makes him skeptical about the whole
procedure.
The virtue in online rating system can become a vice too in case your product is not rated properly there is a huge
chance of developing bad name online. Due to this buyers will not even look at the product and the potential of your
product will be unrealized.
There is also a great risk in creating an alliance with Search Engine Operations firm, the risk here is that if you blindly
trust any firm they might promise you number one spot in google search but the glory is short lived and you might be
defrauded in the process thereby losing your money as well as reputation. Hence investment in this areas should be
done after looking into all the SEO firms.

17. Research Methodology
Research Methodology is a careful investigation for inquiring
in a systematic method and finding solution of a problem. It
comprises the defining and redefining of the problem
formulating hypothesis, collection and evaluating data,
making detection and reaching conclusion in the form of
solution towards the concerned problem or in certain
generalizations for some theoretical formulation.
Research design is a plan, structure and strategy of
investigation conceived so as to obtain answers to research
questions. A detailed outline of how an investigation will take
place. A research design will typically include how data is to
be collected, what instruments will be employed, how the
instruments will be used and the intended means for
analyzing data collected.
Respondent includes youths in the age group of 20 to 45
years will be selected in order to measure the purchase
intention of consumers,

18.  Sample Design- A sample is a representative part of
the population. In sampling technique information is
collected only from a representative part of the universe
and conclusions are drawn on the basis for the entire
universe. A random sampling technique was used to
collect data from the respondents. A random sampling
is a sample selected from a population in such a way
that every member of the population has a equal
chance of being selected and the selection of any
individual does not influence the selection of any other.
A sample of 400 youths will be derived by using
convenient sampling in selected cities (Lucknow, Delhi,
Bangalore, Mumbai, Rajasthan) in India.
 Source of Data- There are two source of data ie
Primary source of data and Secondary source of data.
Primary source of data are those collected by the
investigator himself for the first time and thus they are
original in character, they are collected for a particular
purpose. A well structured questionnaire was personally
administrated to the selected sample to collect the
primary data. Whereas Secondary source of data are
those which have already been collected by some other
person’s for their purpose and published.

19. Sample Size- The sample size denotes the number of
elements selected for the study. The sample of 400 will
be drawn.
Sample Technique- A structured Questionnaire will be
given to the consumers and the basic technique which
will be used in this research. Observation method,
Survey method and convenience sampling method will
be followed for collecting response from the
respondents..

20. Research Area-
Amazon, Snapdeal, Myntra, Flipkart,
ebay
Research City-
Lucknow, Delhi, Rajasthan,
Bangalore, Mumbai

22. Objective of present research
 To study the impact of digital
advertisement on the youth purchasing
behavior.
 To study the effectiveness of digital
media for purchasing habits of youth.
 To study the consumption patterns of
youth for selected goods & services.
 To study the influence of recent trends in
digital advertisement on youth
purchasing behavior.
 To give suggestion if any;

23. Testing of Hypothesis-
 The test of hypothesis begins with an assumption about the
population from which the sample is drawn.
 “A hypothesis is a simply a quantitative statement about the
population. Hypothesis testing deals with a procedure, which
accepts or rejects the hypothesis.”
 Hypotheses are of two types
 Null Hypotheses- It is very useful tool in testing the
significance of difference. It states that there is no real
difference in the sample value and population value in the
particular value under consideration. This means that the
obsevered difference is due to the random fluctuation. The
null hypothesis is denoted by Ho.
 Alternative Hypotheses- As against the null hypothesis the
alternative hypothesis specify those values that the
researcher believes hold true and hope that the sample data
lead to acceptance of this hypothesis as true.

24. Research Hypotheses
 Ho1- There is no significance relationship between the impact of
Digital Advertisement and purchasing behavior of youth.
 Ha1 - There is significance relationship between the impact of Digital
Advertisement and purchasing behavior of youth.
 Ho2- There is no significance relationship between the digital media
effectiveness and the purchasing behavior of youth.
 Ha2- There is significance relationship between the digital media
effectiveness and purchasing behavior of youth.
 Ho3- There is no significance relationship between consumption
patterns of youth for selected goods and services and youth
purchasing behavior.
 Ha3- There is significance relationship between consumption
patterns of youth for selected goods and services and youth
purchasing behavior.
 Ho4- There is no significance relationship between recent trends in
advertisement and their impact on youth purchasing behavior.
 Ho4- There is significance relationship between recent trends in
advertisement and their impact on youth purchasing behavior.

25. Tools for Analysis -
 There are several ways of collecting the appropriate data which
differ considerably in context of cost, time and other resources at the
disposal of the researcher. Primary data can be collected either
through experiment or through survey. If the researcher conducts an
experiment, he observes some quantitative measurements, or the
data, with the help of which he examines the truth contained in his
hypothesis.
 The researcher selected methods of collecting the data taking into
consideration the nature of investigation, objective and scope of the
inquiry, financial resources, available time and the desired degree of
accuracy. Primary data was collected with the help of questionnaire
and for analyzing the primary data Statistical Tools and Techniques
were used in the study, which included the following:
 Frequency Tables
 Chi square test for hypothesis testing and finding relationship
between the variables.
 Histograms.

 The SPSS software package 22.0 version has been used for the
purpose of analysis.

26. Statement of the problem
Advertising has been criticized for embellishing the benefits of the
products advertised and obscures their limitations and drawbacks. It
has been blamed for manipulating people to buy things which they
do not want. Some critics have raised serious doubts about the
useful role of advertising and blamed it as a wasteful activity that
creates a false impression on the minds of the consumers. On the
contrary, others agreed that advertising plays an important role in
communicating the existences of the product to people who do need
such information. They believed that the gains and usefulness of
advertising vary widely from one product to another, market
situation, competition, and the economic milieu.

27. However, with the change in the 39 economic, social, cultural,
political and business environment of the country, the attitude of the
people towards advertising has also changed. It is being used not
only for economic and business gains but also for political, social,
cultural, religious and governmental motives and objectives. The
advertiser, the agency, the media and the consumer perceives
advertising according to their desires, expectations and
opportunities. The parameters for judging advertising have
witnessed a quick change and the quality and performance of
advertising agencies have also improved. This has influenced
significantly the psychology, sociology and economics of the
advertiser, the agency and the media. The goals of advertising have
been altered, customized, adjusted and re-defined over the years in
India.

28. WORK PLAN
 INTRODUCTION
◦ Introduction
◦ Significance & need of Digital Advertising
◦ Current scenario of Digital Advertising
◦ Emerging trends in Digital Advertising
◦ Introduction to Consumer Buying Behavior
◦ Buying Process
◦ Types of Buying Decision
◦ Factors influence the Buying Behavior of
youth


29.  RESEARCH METHODOLOGY AND
REVIEW OF LITERATURE
◦ Primary data Collection
◦ Secondary data collection
◦ Research Design Descriptive Research
Exploratory Research
◦ Research instruments used
◦ Sampling unit
◦ Sample size
◦ Sampling design
◦ Statistical tools used for data analysis
◦ Limitations of study

30.  Data Analysis and Interpretation
 Finding and Suggestions
 Finding
 Conclusion
 Suggestions
 Application of the Research and
scope for further Study Bibliography
 Webliography
 ANNEXURE