IGNOU CPIP-104 Project – Consumer Buying Behavior Towards Internet Advertisement

Consumer behavior with consumer purchasing activities is at the centre of different research. The study of consumer behavior investigates questionable to define who the customer is, to explore what are his preferences and explain the factors that influence his action and decision. Consumer behavior has attracted the interest from different discipline, particularly economics, management and corporate marketers. It is one of the most researched areas of academic and professional studies all over the world. Researchers and scholars have formulated different methods, approaches and theories to understand consumer behavior.

Objectives

• To gain an understanding of the impact on consumer buying behavior in case products like life insurance;
• To study the perception of customer towards internet advertisement in this internet era;
• To find out through empirical evidence if internet advertising has an impact on buying behavior of life insurance products;
• To find out through empirical evidence if internet advertising has an impact on factors like product classification, segmentation of life insurance products.

Topic Covered

• Introduction
• Review of Related Literatures
• Research Methodology
• Data Analysis and Interpretation
• Conclusions and Suggestions
• References
• Annexure