A Study on effect of multiple advertising media at various stages of purchasing residential houses
Dr. S Naveen Prasath
This research paper helps us to understand the impact of different advertisement media at various stages of purchasing residential house. The Hierarchy of Effects model of decision making was implemented in this study in which the respondent undergoes several stages before the final purchase decision of residential house. Descriptive research was applied in this study and convenience sampling: non-probability sampling; was adopted with a sample size 142 respondents. The findings were that most of the customer perceived Newspaper as an effective media in getting Awareness & Knowledge while Hoarding is found to be the most liked advertisement media whereas Facebook was found to be the most preferred media and helped in convicting the respondent’s opinion, lastly Newspaper was found to help in the final purchase decision. It is recommended to focus more on Newspaper media to seek awareness and give knowledge to customers, hence, more often newspaper release is beneficial to the organization and the organization has to pay more attention to the Hoarding as it is found to be the most liked ad media, therefore, hoarding can be placed in Bangalore’s CBD to gain more likeliness of the organization; posting more attractive images and run effective Facebook campaigns would be beneficial.