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Volume 5, Issue 2

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Volume ,5 Issue 2

Influence of Advertisement Appeals on the Investment Decisions of Investors in India

Author(s)

Pallavi and Dr Rishi Raj Sharma

Affiliations
  1. Assistant Professor, Institute of Business Management, GLA University, Mathura(Research Scholar, University Business School, Guru Nanak Dev University, Amritsar)
  2. Professor, Department of Management Studies, Regional Campus-Gurdaspur Guru Nanak Dev University, Amritsar
Abstract

Purpose: The study attempts to understand the impact of the mutual funds advertisement appeals on purchase decisions of customers. The study compares the effect of two types of appeals, i.e. emotional and rational advertisement appeals on the consumer attitude and product purchase decision.

Methodology: The present study is experimental in nature. The sample selected for the survey consists of 116 respondents belonging to the age group of the 18-21yrs. The data had been collected from undergraduate and graduate student studying in Private University in Mathura region. The questionnaire was distributed to the respondents which consist of 20 statements on a -five-point Likert scale, which judge the advertisement influence on the respondents.

Findings: The study reveals that advertisement appeal, i.e. (emotional and rational) has a significant effect on the mindset of the respondents. The rational advertisement creates a feeling of fear and insecurity whereas the positive emotional advertisement gives them motivation and encouragement.

Limitations/Future Research: The study consists of respondents only confined to private university situated in Mathura region only. Therefore the results cannot be generalized.

Value/Contribution: The present research contributes to the advertisement literature. The results of the study are helpful for the marketers, policy makers, researchers, and advertisers.

Keywords

Investment decisions, mutual funds, promotional activities, advertisement.

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