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Predictors of Attitude toward Advertising – An Empirical Study of North Indian Consumers
This study identifies the predictors of Indian consumers’ attitude-toward-advertising in-general, using an inventory of 28 belief statements developed by Pollay and Mittal (1993).The population for the study comprised the general public from 7 North Indian States (Punjab, Jammu & Kashmir, Himach...
| Κύριος συγγραφέας: | |
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| Μορφή: | Journal Article |
| Έκδοση: |
Abhigyan
2013
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| Θέματα: |
| LEADER | 01790nam a22001337a 4500 | ||
|---|---|---|---|
| 999 | |c 119872 |d 119872 | ||
| 100 | |a Sandeep Vij |9 46848 | ||
| 245 | |a Predictors of Attitude toward Advertising – An Empirical Study of North Indian Consumers | ||
| 260 | |b Abhigyan |c 2013 | ||
| 300 | |b Vol 31 No. 3 (October – December 2013) | ||
| 520 | |a This study identifies the predictors of Indian consumers’ attitude-toward-advertising in-general, using an inventory of 28 belief statements developed by Pollay and Mittal (1993).The population for the study comprised the general public from 7 North Indian States (Punjab, Jammu & Kashmir, Himachal Pradesh, Uttar Pradesh, Rajasthan, Haryana and Uttaranchal) plus Union Territory of Chandigarh and National Capital Territory of Delhi. A sample of 900 respondents comprising 100 from every State/U.T was selected on the basis of convenience sampling. Seven demographic and six psychographic variables related to and predicting the attitude-toward-advertising-in- general (Ag) have been studied. The study finds no significant relation between attitude-toward-advertising-in-general (Ag) and demographics of the respondents; whereas attitudetoward- advertising-in-general (Ag) is significantly dependent upon the psychographics of the respondents. The importance of psychographic variables in determining the attitude toward advertising has been brought to the fore by the study. The belief factors, as brought out by our study, necessitate that marketers should remain in touch with the expectations, attitudes, perceptions and opinions of the public for changing their attitude toward advertising in general. | ||
| 650 | |a MULTIPLE REGRESSION; |a DUMMY VARIABLES |9 46849 | ||
| 942 | |c JA | ||
| 952 | |0 0 |1 0 |4 0 |7 0 |9 116627 |a MGUL |b MGUL |c JA |d 2016-11-29 |l 0 |r 2016-11-29 |w 2016-11-29 |y JA | ||