Effects of Advertisements on Brand Awareness And Consumer Decision Making- A study of Consumer Durable Goods in Punjab

Abstract

The purpose of this paper is to investigate the influencing factors of advertising on brand awareness and its effect on consumer decision making process with special reference to electronic durable products. The study also analyzes the most effective source of information to increase brand awareness. In order to accomplish the objectives of the study, a sample of 505 respondents was collected by using random sampling technique from the selected areas of Punjab state.