ARCHIVES
VOL. 9, ISSUE 1 (2023)
Mapping the impact of print media while buying of consumer duarables: An empirical study
Authors
Mukaram Khan
Abstract
The basic AIDA model identified the impact of an advertisement on the
minds of the consumers. They were –Attention, Interest, Desire and Action. A
consumer response is the result of a number of factors. In the due course of an
advertising media related study it becomes important to locate the consumer
response to the communication undertaken by a marketer. Though marketers are
aware that a consumer response could be the result of anything including the
communication carried out by him it becomes inevitable, to measure response to
communication message. It is important to measure the basic AIDA model to know
the effect. Thus, mapping the effective role of print media while buying of
consumer duarables becomes inevitable. These AIDA elements of impacts were too
broad to empirically test them. Hence further literature review provided
different model which identified different elements of impact. In this paper
respondents with different educational background and occupation were found
agreeing on all the elements of impact except action. Respondents with
different occupation disagreed for ‘action’. Respondents with different
educational background agreed for the impact of print media on the purchase of
consumer durables, except the following elements of impact i.e. memorable and
action.
Download
Pages:68-71
How to cite this article:
Mukaram Khan "Mapping the impact of print media while buying of consumer duarables: An empirical study". International Journal of Commerce and Management Research, Vol 9, Issue 1, 2023, Pages 68-71
Download Author Certificate
Please enter the email address corresponding to this article submission to download your certificate.