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@article{176078,
        author = {Shrey Saurabh Shah},
        title = {Understanding the Impact of Targeted Advertising on Consumer Behaviour in Bengaluru},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {11},
        pages = {6996-7005},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=176078},
        abstract = {The research illustrates how targeted advertisements impact consumer buying behaviour among students aged 11 to 18 in a self-contained boarding school environment. The research conducted a field experiment to analyze purchasing patterns before and after the implementation of 4 printed media advertisements (PMA). Specific factors investigated include the effectiveness of PMA, consumer perception on pricing, and daily and weekly purchasing frequency. The sample for the experiment consisted of 131 participants, 81 male and 50 female. With over 430,000 advertising agencies globally [1], understanding consumer behaviour for creating effective advertisements is important. Theoretical frameworks including Pavlovian conditioning, Veblen’s conspicuous consumption, Maslow’s hierarchy of needs, and other related theories and models, serves as a foundation for understanding mechanisms that influence consumer decisions. These frameworks were also the basis of the 4 advertisements placed in the tuck shop. Results indicate a significant increase in sales of advertised products, products with higher prices are more popular and consumers often purchase products after repeatedly viewing the same advertisements. The research offers insights on advertising effectiveness in school settings which emphasizes how market strategies need to be tailored to specific consumer segments.},
        keywords = {},
        month = {April},
        }