Title:
CONSUMERS’ PERCEPTION TOWARDS BANK ADVERTISING AND ITS’ IMPACT ON CONSUMER DECISION MAKING

Authors:
Dr Vijetha Jadda

Abstract:
This paper aims to find out the consumers’ perception towards bank advertising & advertisements and its impact on consumer purchase decision. Study is based on exploratory and descriptive research. A structured questionnaire is administered to know the perception of consumers towards bank advertisements. A total of 289 respondents participated in the study. The results show that the respondents consider advertisements as a valuable source of information. The findings suggest that advertisements create a positive impression on the minds of customers and are necessary for the bank to market its services. Consumers ‘perception towards bank advertising is fairly positive and agreed to the role & importance of advertising for consumers’ and the economy. The study revealed that advertising is not the only factor which influences a consumer in selecting a bank.

Keywords:
Advertising, banking, consumer perception, intangibility, Consumer decision