Title: Influence of direct marketing and conventional advertisement on buying behaviour of customers of electronic home appliances

Authors: Pooja Bai Kewat; Priyabrata Panda; Arjuna Kumar Maharana

Addresses: Gangadhar Meher University, Amruta Vihar, Sambalpur, Odisha, India ' Gangadhar Meher University, Amruta Vihar, Sambalpur, Odisha, India ' Gangadhar Meher University, Amruta Vihar, Sambalpur, Odisha, India

Abstract: The study aims at establishing the effect of direct marketing, conventional advertisement, and online advertisement on consumer buying behaviour with mediating effect of consumer satisfaction and advertisement characteristics. For the purpose of the study, 525 responses have been collected through a questionnaire. A partial least square model has been developed and tested. The findings of the study demonstrate that direct marketing has a greater direct influence on buying behaviour as customers find direct marketing easy and convenient. At the same time, conventional advertisement has a more indirect influence on buying behaviour through advertisement characteristics. It specifies that respondents are more attentive to the conventional form of advertisement.

Keywords: customer buying behaviour; conventional advertisement; direct marketing.

DOI: 10.1504/IJBEM.2023.132182

International Journal of Business and Emerging Markets, 2023 Vol.15 No.3, pp.287 - 306

Received: 02 Jul 2022
Accepted: 04 Feb 2023
Published online: 12 Jul 2023 *

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