The influence of traditional advertising determinants on young consumers' purchase decision Online publication date: Thu, 10-Mar-2022
by Vaibhav Misra; Sunita Dwivedi
Middle East J. of Management (MEJM), Vol. 9, No. 2, 2022
Abstract: There is an important role of advertising in influencing consumers to purchase the products, but there are certain determinants of advertising that make it influential and an important predictor for impressing the consumers. This study focus on those determinants of traditional advertising that influences the consumers' purchase decision. This study found nine factors through past literatures that had 29 influencing variables. The principal component analysis (PCA) was conducted on 162 respondents who were in the age group of 18 years to 35 years from different universities of Lucknow City. The data was collected using snowball sampling. The PCA resulted in six determinants with 21 variables that influence consumers' purchase decision-making. These determinants were design elements, entertainment, celebrity, spokesperson traits, credibility and creativity, and information. This study may help advertisers to understand the importance of these determinants and their impact on consumer purchase decisions.
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