IMPACT OF IN-STORE ADVERTISEMENT ON CONSUMER BUYING DECISIONS IN DEHRADUN CITY

In-store advertisement refers to the practice of promoting a product by communicating with the message to the consumer at the point of purchase. In-store advertising includes advertisements messages displayed on shopping carts, aisles or shelves. It also includes different in-store promotion options like live demonstrations through TV monitors, sampling, instant discount coupons etc. In this article the effect of in store advertising on buying decision is being studied. Therefore a sample of 120 was taken and the primary data was gathered through structured questionnaire. The data gathered from the respondents were put in the SPSS to analyze the various factors and dependability of the variables. Mean, Standard deviation and one sample t test are used in this study. Therefore the study stated that in Dehradun majority of the customers out of the sample find in-store advertisement relevant and motivating and it also affect their buying behaviour regarding purchasing the product