Abstract

This study investigates the impact of advertising on customer preferences for steel bars,. The research objectives include examining how advertising influences purchase decisions, determining the necessary frequency of advertisements to maintain customer awareness, and assessing the effectiveness of different advertising mediums (digital, print, and outdoor). A sample of 411 responses was collected through physical forms. Various analytical tools, including Chi-Square tests, Cross-tabulations, regression, and frequency to analyze the data. Key findings reveal that advertisements significantly shape customer perceptions by accurately portraying product quality, enhancing brand image, and highlighting unique features. The frequency of advertisements is crucial for maintaining customer awareness, with frequent viewers showing a tendency to encounter regularly. The effectiveness of advertising mediums varies, with digital advertisements particularly resonating with younger audiences. The study concludes that targeted and frequent advertising strategies have substantially contributed to increased sales, expanded dealer networks, and overall business growth for the Steel Bars.

Authors

L. Ivan Kenny Raj, S. Ramesh Babu, T. Nandhini
Mepco Schlenk Engineering College, India

Keywords

Advertisement, Customer Purchase, Frequency of Advertisement, Advertisement Medium