Consumer Attitude towards Internet Advertising in Kurnool City
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Abstract
The internet advertising is emerging as an important advertising media which has wide coverage and is accessed by customers spread all over the Globe. As a new media of advertising, it is very important to the marketers, to know the attitude towards Internet Advertising. The study was undertaken with the objectives like to find the demographic variables using the internet and to know the place and purpose of using the internet and to examine the attitude of customers towards internet advertising. The survey was conducted in Kurnool city. Both primary and secondary dates are used for the study. The Sample size is 100 internet users. Questionnaire is used as a research instrument and convenience Random Sampling is adopted for the study. Chi – Square test is used to test the relationship between demographic factors and attitude towards internet Advertising. The Data collected reveals that only matured customers are using the internet and majority of them are using the internet in internet cafes and mainly for the purpose of checking E-mails and searching for information. And majority of respondents like Internet Advertising and agree that Internet Advertising is informative and are very frequently exposed to Internet Advertising. Most of them never felt misled by I.A and use I.A to make purchase Decisions. In General, it shows the Positive Attitude towards IA. The chi-square test also shows the significant relationship between Demographic variables and Attitude toward I.A. (I.A = Internet Advertising)