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NOMAN GHALIB 11-ARID-2876
REHAN NAWAZ 11-ARID-2879
AZAM JAHANGIR 11-ARID-2858
Impact of online advertisement on
consumer behavior
OBJECTIVES
Consumer attitude

Consumer perception

Consumer responses
PROBLEM STATEMENT

To what extent online advertisement
effects the consumer behavior
THEORETICAL FRAMEWORK

ONLINE
ADVERTISEMENT

CONSUMER
BEHAVIOR
Effect of online advertisement on consumer behaviour
Effect of online advertisement on consumer behaviour
Effect of online advertisement on consumer behaviour
HYPOTHESIS




Ho: “online advertisement effects
consumer behavior”

H1: “online advertisement does not
effect consumer behavior”
Effect of online advertisement on consumer behaviour
RESEARCH DESIGN

descriptive

causal

students

Field
experiment

Cross
sectional
SAMPLING DETAIL
• RWP universities
target • students
• Sample size 300
sample • Respondents 56

type

• Probability sampling
• Stratified random sampling
Sampling
frame

• Lists of students enrolled
INSTRUMENT
SECONDRY RESEARCH:
Available literatures

E-journals
Internet
Online books
QUANTITATIVE
RESEARCH:
The questionnaires
were designed to
collect secondary data
RESULTS
56
respondents
35 males

21 females


Online advertisement

Mean = 3.96 (min= 3 max=5)

S.D = .465


Consumer behavior

Mean = 4.35 (min=2 max=5)

S.D= .439


Online advertisement

Reliability= .702


Consumer behavior

Reliability = .715
Beta =.621
 Correlation=.672 which is almost 7
 So online advertisement has strong
relationship with consumer behavior
 Thus we accept Ho


Ho= “online advertisement effects
consumer behavior”
FINDINGS
Informative

Irritating
Quality websites
LIMITATIONS
Confined to urban area
Not sure, it’s applicable
in whole country
Respondents above 18
year of age
IMPLICATIONS

Marketers
advertisers

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