Impact of Billboards Advertisements on Consumers' Beliefs: A Study
Mr. Anil Kumar
Asst. Prof. CBS Group of Institutions Fetehpuri, Jhajjar (Haryana)
Download PDFAbstract
The purpose of this study was to determine the influence ratio of billboard advertisements on survey
participants (consumers) who are living in Jhajjar & Rohtak cities (Haryana) and to measure the
effects on participants' purchasing behavior. The research also attempted to specify the different
characteristics of billboard advertisements in comparison to other advertising instruments. The other
research aims are to designate the status of billboard advertisements among the advertisement
instruments which are thought to have an effect on the purchasing behavior of consumers and to
determine the effects and dimensions of billboard advertisements. A face-to-face interview survey is
conducted on 150 people who live in Jhajjar & Rohtak cities and who are selected with random
sampling. Data were analyzed by using Multivariate Factor analysis. SPSS 17.0 for Windows was
employed for the scale measurement. The result of the analysis shows that people generally have
positive opinions about advertisements. They think that billboard advertisements have more effective
visual impact. Respondents also stated that billboard advertisements contribute to the cityscape in
terms of variety and beauty, and they do not pollute the environment. However, awareness of
billboard advertisement amongst some people is relatively low. The results of the study indicate that
billboard advertisements which create different ideas, which are effective in informing and
persuading people and which are sensitive to the environment can be viewed positively by consumers.
In particular, amongst consumers with higher educational and income levels, billboard
advertisements are becoming striking and their visibility is increasing.
Keywords: Billboards Advertisement; Customer Behavior; Multivariate; Sampling
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