Impact of Brand Image and Advertisement on Consumer Buying Behavior - Comparative Study on Rural and Urban Consumers

Abstract

Brand image and advertisement play a crucial role to boost up any business performance as brand image is an implied tool which can positively change people’s buying behaviors and advertisement is behaving as a driving force for any business as it’s an effective source to convey your message and stay in customer’s mind. The purpose of this study is to examine the impact of brand image and advertisement on consumer buying behavior in the kanyakumari district of Tamilnadu. Interview schedule was used to collect the data by using judgmental sampling technique. A sample of 200 respondents were selected (100 rural respondents and 100 urban respondents). Findings show that brand image and advertisement have strong positive influence and significant relationship with Consumer buying behavior. People perceive the brand image with positive attitude. Study depicted that respondents in kanyakumari district are more conscious about their social status so they prefer branded products and advertisement affects their Consumer Buying Behavior positively. In the last of article limitations of research, implications and suggestions for further research also included.

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