ISSN : 2348-6503 (Online) International Journal of Research in Management &

ISSN : 2348-893X (Print)

Vol. 1 Issue 2 April - June 2014 Business Studies (IJRMBS 2014)

Impact of Brand Image and Advertisement on Consumer

Buying Behavior – Comparative Study on Rural and
Urban Consumers
Dr. R. Sivanesan
Asst. Prof. in Commerce, St. Jerome’s College, Anandhanadarkudy,
Kanyakumari District, Tamilnadu, India

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.

Keywords
Brand, Advertisement, Impact, Rural consumers, Urban Consumers.

Introduction Advertising and Consumer Behavior

Advertising is any paid form of non-personal communication about
an organization or its product to a target audience through a mass/
broadcast medium by an identified sponsor. It should be observed
that for any promotional activity to be called advertisement it must
be paid for. In the real sense, it is the method used by companies
for creating awareness of their products, as well as making new
products known to the new and potential consumers. This work
will shed light on how advertising can really affect a consumer’s
buying decisions in a growing economy like that of Nigeria and
how successful advertising can keep businesses going even in the
midst a tough competition. More so, advertising as a promotional
tool also tends to remind, reassure and influence the decisions
of the consumers because an advertisement itself enlightens,
educates, and persuades consumers on their acceptability of the
product offering.
Advertisement in such a media as print (newspaper, magazines,
billboards, flyers) or broadcast (radio, television) typically
consist of pictures, headlines, information about the product and
occasionally a response coupon. Broadcast advertisement on the
other hand consists of an audio or video narrative that can range
from 15 seconds spots to longer segments known as infomercials,
which generally last 30 to 60 minutes. Advertisements can also be
seen on the seats of grocery carts, on the wall of airport walkways,
on the sides of buses, airplane and train. Advertisements are
usually placed anywhere an audience can easily and/or frequently
an access visual and/or video. (Busari 2002)
There was a time in 60s and 70s when the main target audience
of advertisers were house-wives but this gave way to youth being
the target of the ads. The focus then shifted to children, which
continues even today. Today, rural and urban people can be seen
in ads which are not at all FMCG products. Advertisements do
have great impact on rural and urban consumers whether it is
decision of purchasing the products.
Relationship consumer behavior is influenced by various
factors, ranging from personal motivation, needs attitude and
values, personality characteristics, socio-economic and cultural
background, age, sex, professional status to social influence of
various kinds exerted by family, friends’ colleagues and society as
a whole. Each person has his / her own standards of judgments and
distinct behavior in every aspects of his/ her role as a consumer.
But, at the same time, underlying the individual differences there
are similarities which make it possible to explain behavior of
specific types or groups of people. A careful study of consumer
behavior provides the advertiser with deeper insight of his target
segments, which in turn proves to be very valuable in strategic
advertising decisions, especially in defining the target markets
and creating the advertising appeal and message.
Consumer and Brand Preferences
Consumer preferences towards brand indicate the following
1. Brand Unawareness- A buyer has no knowledge of the
existence of the brand.
2. Brand Awareness- A buyer is aware of the existence of the
brand but the knowledge about it is limited and obviously
has no particular emotional attachment to it as a result he
may or may not think of purchasing the brand.
3. Brand Acceptance- A buyer can buy the brand as he has no
negative feeling about the brand but he has open mind to try
another brand.
4. Brand Preference- The buyer favours a particular Brand but
he can think for other brand which is next in his preference
schedule.
5. Brand Loyalty-The attachment towards a particular Brand
is very strong and if the brand is unavailable, only then, he
can think of buying another brand.
6. Brand Insistence- A buyer insists on purchasing and one
brand only and will not at all accept a substitute.
7. Brand Equity- In the 80s much of the growth of the giant

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International Journal of Research in Management &
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consumer product corporation was achieved by a strategy
of acquiring valuable brand names from other companies,
often the price paid for such transaction is huge. This is
quite obvious that brand names that are well known and we
liked by the consumer have greater equity hence are worth
more. Brands have equity because they have high awareness,
many loyal consumers, and a high reputation for perceived
quality.
8. Rural Consumers
The person who resides in the rural area and consumes the
product is called rural consumers.
9. Urban Consumers
The person who resides in the urban area and consumes the
product is called urban consumers.
Review of Literature
Kaur and Kaur (2002) explored fashion awareness among rural and
urban adolescents. The study was conducted in three villages and
three localities of Ludhiana city (Punjab). A sample comprising
100 rural and 100 urban adolescents were selected purposively
and interview schedule method was employed. They observed
that Television was the most important media of information
regarding fashion awareness among rural and urban respondents
while friends were the next important source of information for
these respondents. Boutiques were the major source of information
for urban adolescents. It was also evidenced that income and
society were the main factors affecting the clothing Television
advertising can have a powerful influence on adolescents, food
preferences, consumption and behavior. ‘Advertising seen is
measured by looking at ‘impacts.’ Impacts provide a measure of
advertising exposure. One impact is equivalent to one member
of the target audience viewing one commercial spot. Around one
in five of all of the T.V. advertisement seen by adolescents is for
a core category product. The National Readership Survey IV and
V estimated that 77percent of urban population and 30 percent
of rural population has access to TV sets. The rural viewership
is expected to go up to 45-48 percent by 2020. As the number
of TV sets increases, the appetite for entertainment of Indian
viewers has increased dramatically but there is ‘fragmentation’ of
viewership due to availability of variety of channel/programme
options. These programmes reach to nearly 90percent population
of which 500 million Indians (nearly fifty percent of population)
watch television regularly as per Statistics of Doordarshan and
other researchers (Saxena, 2005). Saksena (1990) found that
teenagers were influenced by TV advertisement and mostly
purchased those brands and products which are advertised more
on television. Advertisers target teenagers because of their high
disposable income, their influence on parental purchases, their
early establishment of loyalty to certain brands, and a conventional
wisdom that they buy products on impulse (Fox 1996; Mc Neal,
1999). A teenager possessing greater financial resources would
have more money to spend on discretionary items for her/himself
and may also exert greater influence on family purchases (Beatty
& Talpade, 1994). The girl teenagers are more attracted toward TV
advertisements featuring celebrities, children or jingles (Dubey &
Patel, 2004). While purchasing cosmetics, toiletries, stationary,
gifts and cards, the girls give importance to informational input
by the TV advertisements into their decision to buy. It was also
found that girls had positive attitude towards TV commercials
(Kotwal et al, 2008). The reason for higher response rate among
females for products could be the higher number of advertisements
© 2014 IJRMBS, All Rights Reserved
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Vol. 1 Issue 2 April - June 2014 ISSN : 2348-893X (Print)
is targeted at them (Dubey & Patel, 2004). In the recent past
rural India has been witnessing a sea change particularly in the
standard of living and life styles. With the population of over one
billion, India is on the threshold of becoming one of the world’s
foremost consumer markets. About a quarter of this huge mass of
consumers is urbanized and about three-quarter are rural (Sehrawet
& Kundu, 2007). Ramana Rao (1997) observed that the boom in
rural areas is caused by factors such as increased discretionary
income, rural development schemes, improved infrastructure,
increased awareness, expanding private TV channel coverage
and emphasis on rural market by companies. North and Kotze
(2001) observed that parents can use television advertisements
in various ways as a means of communicating and educating
their children on consumer matters. According to Liebeck (1998)
teenagers are now more knowledgeable. They are truly the internet
generation, and get their news and information primarily from
television. Atkin (1978) observed that children or adolescents
are most influential when they are primary customers. There is
a substantial variation in the amount of teenagers’ influence in
purchase decision for products for their own use and for their
family (Cotte & Wood, 2004).
Objectives of The Study
The study was focused on the following broad objectives:
• To examine the impact of brand image and advertisement on
consumer buying behavior
• To analyze the factor influencing buying behavior of
consumers.
• To give suggestions to improve the advertisement
techniques.
Hypothesis of The Study
In the present study the researcher frame ten hypotheses to test the
goodness of fitness. In this regard the following null hypotheses
are framed:
H1 = There is no significant difference between age of the rural
respondents and level of satisfaction.
H2 = There is no significant difference between age of the urban
respondents and level of satisfaction.
H3 = There is no significant difference between education of the
rural respondents and level of satisfaction.
H4 = There is no significant difference between education of the
urban respondents and level of satisfaction.
H5 = There is no significant difference between Marital status of
the rural respondents and level of satisfaction.
H6 = There is no significant difference between Marital status of
the urban respondents and level of satisfaction.
H7 = There is no significant difference between occupation of the
rural respondents and level of satisfaction.
H8 = There is no significant difference between occupation of the
urban respondents and level of satisfaction.
H9 = There is no significant difference between gender of the
rural respondents and level of satisfaction.
H10 = There is no significant difference between gender of the
urban respondents and level of satisfaction.
Research Methodology
Research Methodology Conducted here is descriptive technique
in nature. The technique of sampling used Judgmental sampling
and interview schedule designed with help of secondary data and
respondents’ interview and opinion. The primary data collected
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Vol. 1 Issue 2 April - June 2014 Business Studies (IJRMBS 2014)

from rural and urban consumers in kanyakumari district. The
researcher select 100 sample consumers from urban area and 100
sample respondents from rural area.
Sources of Data
The following are the sources of data used by the researcher
1. Primary Data: The Primary data will be collected using survey
as a mode of data collection. To conduct surveys separate
sets of structured interview schedule would be prepared for
rural and urban respondents.
2. Secondary Data: The secondary data shall be collected from
various Books, Journals, Magazines and websites.
Sample Size
The primary data collected from rural and urban consumers would
be quantified and collecting interview schedule, 100 rural and 100
urban customers in kanyakumari district of Tamilnadu.
Limitations of The Study
1. The present study is mainly focused in Kanyakumari District.
Since, India is a land of diversity so the sample results may
not be a representative of entire population. Further the
research needs to cover diverse regions.
2. It is not possible to study the entire universe due to lack
of time and resources. So, the study is based only on the
information obtained from 100 respondents from rural areas
and 100 respondents from urban areas.
3. All the respondents might not give the accurate information
because there is lot of difference in what they say and what
they do.
Framework of Analysis
The consumer survey would be conducted using Judgmental
sampling method and various questions designed.
The sampling type for the consumer survey data was collected
using a standardized interview schedule.
The present study the researcher used simple percentage analysis,
t test, ANOVA and hypothesis analysis.

Data Analysis and Discussions

Demographic profile is playing very important role of brand image and advertisement on consumer behavior. The Table 1 shows the
demographic profile of retail outlets and customers.
Table 1 : Domographic Profile
Demographic Factor Characteristics Rural Consumers (N=100) Urban Customers (N=100) Total (N=200)
Resp. Perc. Resp. Perc. Resp. Perc.
Below 20 10 10 25 25 35 17.50
20-30 15 15 30 30 45 22.50
Age 30-40 20 20 21 21 41 20.50
40-50 38 38 12 12 50 25.00
Above 50 17 17 12 12 29 14.50
Total 100 100 100 100 200 100
Male 60 60 40 40 100 50.00
Gender Female 40 40 60 60 100 50.00
Total 100 100 100 100 200 100
Married 82 82 60 60 142 71.00
Marital Status Un-Married 18 18 40 40 058 19.00
Total 100 100 100 100 200 100
Up-to HSC 43 43 20 20 63 31.50
Degree 26 26 33 33 59 29.50
Education PG Degree 15 15 25 25 40 20.00
Professional 11 11 21 21 32 16.00
Illiterate 05 05 01 01 06 03.00
Total 100 100 100 100 200 100
Dependent 24 24 24 24 48 24.00
Govt. Employee 10 10 14 14 24 12.00
Occupation Private Employee 16 16 30 30 46 23.00
Businessman 12 12 24 24 36 18.00
Coolie/Farmer 38 38 08 08 46 23.00
Total 100 100 100 100 200 100
Three 50 50 58 58 108 54.00
Four to Five 23 23 20 20 43 21.50
Size of Family Six to Seven 15 15 12 12 27 13.50
Eight to Nine 08 08 06 06 14 07.00
Above Nine 04 04 04 04 08 04.00
Total 100 100 100 100 200 100
Below Rs.20000 42 42 10 10 52 26.00
Rs.20000 to Rs.40000 30 30 40 40 70 35.00
Annual Income Rs.40000 to Rs.60000 16 16 20 20 36 13.00
Rs.60000 to Rs.80000 10 10 20 20 30 15.00
Above Rs.80000 02 02 10 10 12 06.00
Total 100 100 100 100 200 100

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Source: Primary data
It is clear from Table 1 that, 38 percent (38 respondents) of the
rural respondents are in the age group of 40 – 50, 20 percent (10
respondents) of them are lies in the age group of 30 – 40, 17
percent (17 respondents) are lies in the age group of above 50
and only 10 percent (10 respondents) are lies in the age group
of 20 – 30. At the same time 30 percent (30 respondents) of the
urban consumers are lies in the age group of 20 -30, 25 percent
(25 respondents) are lies in the age group of below 20, 21 percent
(21 respondents) are lies in the age group of 30 – 40 and only 12
percent (12 respondents) are lies in the age group of above 50.
Gender is the important factor to determine the brand image of
rural and urban consumer behaviour. 60 percent (60 respondents)
of the rural consumers are male and the remaining 40 percent
(40 respondents) are female. At the same time 60 percent (60
respondents) of the urban consumers are female and the remaining
40 percent (40 respondents) are male.
Marital Status is the important factor for impact of brand image
and advertisement on consumer behavior, 82 percent of the rural
consumers (82 respondents) are married and only 18 percent
of them (18 respondents) are unmarried. At the same time, 60
urban consumers (60 percent) are married and the remaining 40
consumers (40 percent) are unmarried.
Education is an important factor in impact of brand image and
advertisement on consumer behavior, 43 rural consumers (43
percent) are qualified with Up-to HSC, 26 consumers (26 percent)
are qualified with Degree, 15 respondents (15 percent) are qualified
with Post Graduate Degree and only five respondents (5 percent)
are illiterate. At the same time, 33 urban customers (33 percent)
are qualified with Degree, 25 customers (25 percent) are qualified
with P. G. Degree, 21 customers (21 percent) are qualified with
Professional and only 20 customers (20 percent) are qualified
with HSC.
Occupation is an important factor in impact of brand image and
advertisement on consumer behavior, 38 rural consumers (38
percent) are coolie, 24 consumers (24 percent) are dependent,
16 consumers (16 percenet) are private employee, 12 consumers
(12 percent) are business and only 10 consumers (10 percent) are
Govt. employee. At the same time 30 urban consumers (30 percent)
are private employee, 24 consumers (24 percent) are dependent,
14 consumers (14 percenet) are Govt. employee, and only eight
consumers (8 percent) are coolie.
Size of Family is an important factor in impact of brand image
and advertisement on consumer behavior, 50 percent of the rural
consumers (50 percent) have three family members, 23 of them
(23 percent) have four to five family members, 15 percent of them
(15 consumers) have six to seven family members, eight percent
of them (8 consumers) have eight to nine family members and
only four percent of them (4 consumers) have above nine family
members. At the same time, 58 percent of the urban customers (58
percent) have three family members, 28 customers (28 percent)
have four to five family members, 12 consumers (12 percent) have
six to seven family members, six consumers (6 percent) have eight
to nine family members and only four customers (4 percent) have
above nine family members.
Annual Income is an important factor in impact of brand image
and advertisement on consumer behavior, 42 rural consumers
(42 percent) earn below Rs.20000, 30 of them (30 percent) earn
Rs.20000 to Rs.40000, 16 of them (16 percnet) earn Rs.40000 to
Rs.60000, 10 of them (10 percent) earn Rs.60000 to Rs.80000
and only two of them (2 percent) are earned above Rs.80000.
At the same time, 40 urban customers (40 percent) are earned
Rs.20000 to Rs.40000, 20 customers (20 percent) are earned
Rs.60000 to Rs.80000, 10 customers (10 percent) are earned
above Rs.80000 and only 10 consumers (10 percent) are earned
below Rs.20000.

Impact of Brand Image and Advertisement on Consumer Buying Behavior

The following are the variable adopted by the researcher for the present study to analyze the impact of brand image and advertisement
on consumer behavior.
Table 2 : Consumers Opinion Regarding Impact Of Brand Image And Advertisement On Consumer Behaviour
VARIABLES MEAN F- VALUE SIG.
RURAL URBAN
I like advertisements 0.82 0.80 0.38 0.10
I often want products seen in Advertisement 0.71 0.95 0.58 0.12
No doubt, advertisement increases the frequency of purchase 0.76 0.88 1.21 0.00
I feel that exposure to ads has enhanced my involvement in purchasing 0.65 0.68 0.43 0.00
I mostly purchase products shown in ads 0.51 0.90 0.34 0.00
I feel ads make the purchase of the products easier 0.94 0.56 1.92 0.00
Due to ads exposure I have started experimenting new products 0.44 0.27 1.60 0.00
I engage in the process of buying advertised products 0.79 0.22 1.87 0.00
I feel my demand for products purchase is influenced by ads 0.92 0.21 1.09 0.00
I feel good when I watch the ads of the products I am already using 0.87 0.98 1.71 0.00
Ads help me to find the best products 0.35 0.31 0.08 0.00
Ads induce me to buy products for enjoyment even though I do not require them 0.78 0.32 0.64 0.00
Due to ads exposure, my family members collectively decide products to be purchased 0.53 0.89 0.56 0.00
Quality of product is as good as expected from ads 0.68 0.60 0.08 0.00
Ads impact the brand image 0.97 0.92 0.43 0.00
Purchase the product on the basis of brand name 0.55 0.87 1.32 0.01
No product can survive competition without intensive advertisement 0.54 0.99 1.05 0.00
Advertising justifies the existence when it is used in the interest of public 0.60 0.65 1.00 0.02
Effect/impact of advertising can change as brand grows older 0.43 0.98 0.87 0.00
Advertising gives room for brand/product comparison 0.67 0.96 0.77 0.00

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Source: Primary data and calculated data
(5% level of significance)
It is clear from Table 2 that discriminate their views on the variable
that advertisements make the purchase of the products easier. A
perusal of mean scores in Table 2 shows that the rural respondents
(x¯ = 0.71) often want products seen in Advertisement, at the
same time urban consumers (x¯ =0.95) often want products seen
in advertisement (t-value is 0.58). Further, the rural consumers (x¯
= 0.76) feels advertisement increases the frequency of purchase,
at the same time urban consumers (x¯ =0.88) feels advertisement
increases the frequency of purchase (t-value is 1.21). Further, the
rural consumers (x¯ = 0.51) feels mostly purchase products on
the basis of advertisement, at the same time urban consumers (x¯
=0.90) feels mostly purchase products on the basis of advertisement
(t-value is 0.34). Further, the rural consumers (x¯ = 0.94) feels
ads make the purchase of the products easier, at the same time
urban consumers (x¯ =0.56) feels ads make the purchase of the
products easier (t-value is 1.92). Further, the rural consumers (x¯
= 0.44) feels due to ads exposure they are started experimenting
new products, at the same time urban consumers (x¯ =0.27) feels
due to ads exposure they are started experimenting new products
(t-value is 1.60). Further, the rural consumers (x¯ = 0.79) feels
they engaged in the process of buying advertised products, at the
same time urban consumers (x¯ =0.22) feels they engaged in the
process of buying advertised products (t-value is 1.87). Further,
the rural consumers (x¯ = 0.92) feels the demand for products
purchase is influenced by ads, at the same time urban consumers
(x¯ =0.21) feels the demand for products purchase is influenced
by ads (t-value is 1.09). Further, the rural consumers (x¯ = 0.35)
feels ad helps to find the best products, at the same time urban
consumers (x¯ =0.31) feels ad helps to find the best products
(t-value is 0.08). Further, the rural consumers (x¯ = 0.78) feels
Ads induce to buy products for enjoyment even though do not
require it, at the same time urban consumers (x¯ =0.32) feels Ads
induce to buy products for enjoyment even though do not require
it (t-value is 0.54). Further, the rural consumers (x¯ = 0.53) feels
due to ads exposure family members collectively decide products
to be purchased, at the same time urban consumers (x¯ =0.89) feels
due to ads exposure family members collectively decide products
to be purchased (t-value is 0.56). Further, the rural consumers
(x¯ = 0.68) feels quality of product is as good as expected from
ads, at the same time urban consumers (x¯ =0.60) feels quality of
product is as good as expected from ads (t-value is 0.08). Further,
the rural consumers (x¯ = 0.97) feels ads impact the brand image,
at the same time urban consumers (x¯ =0.92) feels ads impact the
brand image (t-value is 0.43). Further, the rural consumers (x¯
= 0.55) purchase the product on the basis of brand name, at the
same time urban consumers (x¯ =0.87) feels purchase the product
on the basis of brand name (t-value is 1.32).
Analysis Of Hypotheses
The primary data were collected from the respondents tabulated
for analysis and interpretation. The data analyzed and interpreted
are tested by using the chi-square test.
In the present study the researcher frame three hypotheses
to test the goodness of fitness. In this regard the following null
hypotheses are framed:
H1 = There is no significant difference between age of the rural
respondents and level of satisfaction.
H2 = There is no significant difference between age of the urban
respondents and level of satisfaction.
H3 = There is no significant difference between education of the
rural respondents and level of satisfaction.
H4 = There is no significant difference between education of the
urban respondents and level of satisfaction.
H5 = There is no significant difference between Marital status of
the rural respondents and level of satisfaction.
H6 = There is no significant difference between Marital status of
the urban respondents and level of satisfaction.
H7 = There is no significant difference between occupation of the
rural respondents and level of satisfaction.
H8 = There is no significant difference between occupation of the
urban respondents and level of satisfaction.
H9 = There is no significant difference between gender of the
rural respondents and level of satisfaction.
H10 = There is no significant difference between gender of the
urban respondents and level of satisfaction.
The chi-square test is applied in statistics to test the goodness of
fitness to verify the distribution of observed data with assumed
theoretical distribution. It is defined as
(O-E)2
χ2 =∑ ----------
E
Where,
O = Observed Frequency
E = Expected frequency

Hypt. No. Factor Area of Table Calculated value Degrees of Result

Residence value Freedom
H1 Age and Level of Rural 9.49 05.34 4 Accepted
H2 Satisfaction Urban 9.49 04.67 4 Accepted
H3 Education and Level of Rural 9.49 11.58 4 Rejected
H4 Satisfaction Urban 9.49 12.56 4 Rejected
H5 Marital status and Level of Rural 5.99 03.11 2 Accepted
H6 satisfaction Urban 5.99 02.89 2 Accepted
H7 Occupation and Level of Rural 9.49 05.78 4 Accepted
H8 satisfaction Urban 9.49 09.67 4 Rejected
H9 Gender and Level of Rural 5.99 03.78 2 Accepted
H10 satisfaction Urban 5.99 03.51 2 Accepted

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International Journal of Research in Management &
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1. Age and Level of Satisfaction of rural respondents
H1= There is no significant difference between Age and Level of
Satisfaction of rural respondents. Since the calculated value (5.34)
is less than the table value (9.49). Hence the null hypothesis is
accepted. So there is no significance difference between age and
level of satisfaction of rural respondents.
2. Age and Level of Satisfaction of urban respondents
H2= There is no significant difference between Age and Level
of Satisfaction of urban respondents. Since the calculated value
(4.67) is less than the table value (9.49). Hence the null hypothesis
is accepted. So there is no significance difference between age
and level of satisfaction of urban respondents.
3. Education and Level of Satisfaction of rural
respondents
H3= There is no significant difference between education and
Level of Satisfaction of rural respondents. Since the calculated
value (11.58) is more than the table value (9.49). Hence the null
hypothesis is rejected. So there is significance difference between
education and level of satisfaction of rural respondents.
4. Education and Level of Satisfaction of urban
respondents
H4= There is no significant difference between education and
Level of Satisfaction of urban respondents.
Since the calculated value (03.11) is more than the table value
(9.49). Hence the null hypothesis is rejected. So there is significance
difference between education and level of satisfaction of urban
respondents.
5. Marital status and Level of Satisfaction of rural
respondents
H5= There is no significant difference between marital status and
Level of Satisfaction of rural respondents. Since the calculated value
(3.11) is less than the table value (5.99). Hence the null hypothesis
is accepted. So there is no significance difference between marital
status and level of satisfaction of rural respondents.
6. Marital status and Level of Satisfaction of urban
respondents
H6= There is no significant difference between marital status and
Level of Satisfaction of urban respondents. Since the calculated
value (2.89) is less than the table value (5.99). Hence the null
hypothesis is accepted. So there is no significance difference
between marital status and level of satisfaction of urban
respondents.
7. Occupation and Level of Satisfaction of rural
respondents
H7= There is no significant difference between occupation and
Level of Satisfaction of rural respondents. Since the calculated value
(5.78) is less than the table value (9.49). Hence the null hypothesis
is accepted. So there is no significance difference between
occupation and level of satisfaction of rural respondents.
8. Occupation and Level of Satisfaction of urban
respondents
H8= There is no significant difference between occupation and
Level of Satisfaction of urban respondents. Since the calculated
value (9.67) is more than the table value (9.49). Hence the null
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ISSN : 2348-6503 (Online)
Vol. 1 Issue 2 April - June 2014 ISSN : 2348-893X (Print)
hypothesis is rejected. So there is significance difference between
occupation and level of satisfaction of urban respondents.
9. Gender and Level of Satisfaction of rural
respondents
H9= There is no significant difference between gender and Level
of Satisfaction of rural respondents. Since the calculated value
(3.78) is less than the table value (9.49). Hence the null hypothesis
is accepted. So there is no significance difference between gender
and level of satisfaction of rural respondents.
10. Gender and Level of Satisfaction of urban
respondents
H10= There is no significant difference between gender and Level
of Satisfaction of urban respondents. Since the calculated value
(3.51) is less than the table value (9.49). Hence the null hypothesis
is accepted. So there is no significance difference between gender
and level of satisfaction of urban respondents.
Findings Of The Study
The following are the important findings and suggestions of the
present study.
Advertising helps in that it carries the message far and wide to a
scattered target audience that the advertiser or producer could not
have reach it at once so easily. 38 percent (38 respondents) of the
rural respondents are in the age group of 40 – 50 and 30 percent
(30 respondents) of the urban consumers are lies in the age group
of 20 -30, 60 percent (60 respondents) of the rural consumers are
male and 60 percent (60 respondents) of the urban consumers are
female, 82 percent of the rural consumers (82 respondents) are
married and 60 urban consumers (60 percent) are married, 43
rural consumers (43 percent) are qualified with Up-to HSC and 33
urban customers (33 percent) are qualified with Degree, 38 rural
consumers (38 percent) are coolie and 30 urban consumers (30
percent) are private employee, 50 percent of the rural consumers
(50 percent) have three family members and 58 percent of the
urban customers (58 percent) have three family members, 42
rural consumers (42 percent) earn below Rs.20000 and 40 urban
customers (40 percent) are earned Rs.20000 to Rs.40000.
The rural consumers are like the advertisement very much
comparing to urban consumers. Urban consumers are frequently
seeing the advertisement comparing to rural consumers. Majority
of urban consumers feels advertisement increases the frequency
of purchase comparing to rural consumers. Majority of rural
consumers feels ads make the purchase of the products easier
comparing to urban consumers. Lot of rural consumers feels their
demand for products purchase is influenced by ads comparing to
urban consumers. Majority of rural consumers (x¯ = 0.35) feels
ad helps to find the best products. Majority of the rural consumers
(x¯ = 0.78) feels ads induce to buy products for enjoyment even
though do not require it. Majority of urban consumers (x¯ =0.89)
feels due to ads exposure family members collectively decide
products to be purchased. Majority of the rural consumers (x¯ =
0.68) feels quality of product is as good as expected from ads.
Majority of the urban consumers (x¯ =0.92) feels ads impact the
brand image. Majority of the urban consumers (x¯ =0.87) feels
purchase the product on the basis of brand name.
Suggestions of The Study
The study suggests that rural consumers mostly like the
advertisement comparing to rural consumers but the urban
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ISSN : 2348-893X (Print)
Vol. 1 Issue 2 April - June 2014
consumers like to purchase the product directly not convinced
by the advertisement, so the producer or the advertiser to take
the necessary steps the attract the urban consumer’s through
advertisement. Advertising has enhanced their involvement in
product selection and purchase. They prefer to buy and experiment
with the new products. Urban consumers collectively decide with
their family members, products to be purchased due to exposure
of advertisements while it is not so with the rural counterparts.
The urban teenagers do not agree to buy the advertised products
if they do not require them. They like the advertisements of the
products they are already using and believe that the quality of
the product is as good as expected from advertisements. It can
also be concluded that there is a considerable variation in the
perception of both rural and urban consumers on the issue that
demand for product purchase is influenced by the advertisements.
Further, the study also revealed that the buying behaviour of
rural consumer is more influenced by the advertisements than
the urban consumers. Regular and consistent up-to-date training
on product information should be given to the advertising agency
so that they will have the current knowledge and skills to handle
the adverts and also to ensure that product information is being
emphasized so as to enlighten the customers. As advert campaigns
are relayed from different service providers, the adverts should be
used to aid the customers to identify the company’s products or
service when they are making a purchase decision. The company
should also ensure that advertising agencies place their product
adverts on stations and places where the consumers will easily
identify with them make a purchase. A good advert should be
effective, persuasive and contain the necessary information on
the products. In Kanyakumari district brand image has strong
positive impact on Consumer buying behavior as it’s an implied
device that can change people’s buying behaviors positively and
rural and urban consumers in kanyakumari district are becoming
more and more conscious for branded products to show off their
personality symbol. Advertisement also has positive impact on
consumer buying behavior. After these results and finding we
can summarize this research that if people will be well aware
about the brand and they have good brand perception, loyalty
and association then automatically brand image will be more and
stronger in their minds and that brand will become the part of
their buying behavior. In the light of this study we can say that
now day’s advertisement is a big marketing weapon to attract
your customers and to stay in customer’s mind. This research
provides the insight to the companies and business that how they
can make better their marketing and promotional tools to capture
their customers. With the help of this study Marketing Managers
of companies can understand that how important a brand image
and advertisement is to boost up any business. This is a real picture
of society that brand image and advertisement playing a crucial
role to change the people’s buying behavior.
Conclusion
It has been concluded that advertisement have great impact on
buying behavior of rural and urban customers. Before purchasing
any product customers/ consumers collects information for their
proper purchasing decision making activities, hence advertisement
is mostly adopted to get information about the products. There are
different factors influenced on buying behavior of rural and urban
consumers in that it has been found that Social and personal factors
have more influenced. Maximum rural consumers influenced by
word-of-mouth in kanyakumari district. It has been also concluded
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International Journal of Research in Management &
Business Studies (IJRMBS 2014)
that Maximum number of rural consumers are attracted towards
the marketing strategy through advertising and Maximum number
of consumers from kanyakumari district spends monthly more than
Rs.1500 rupees on purchasing products. In this way advertisement
plays a vital role in buying behavior of rural and urban consumer
in Kanyakumari district of Tamilnadu.
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