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The intensifying market competition has led companies to struggle more for attracting and retaining customers. The customers are bombarded with increased number of commercials through different channeh. But the customer's capacity to process information is limited and they can't pay equal attention to all advertisements. The demographic factors also make the differential attention and attitude towards the advertisements shown. This study is an attempt to understand the differences in response that consumers show towards advertising stimuli.
INTRODUCTION
Demographics and product attributes are the mostly widely used variables for segmenting the market, with demographic categories used to match segments with media profiles, mainly because most media described their authences by demographics. Although recent research has identified new bases for segmentation, including lifestyles, benefits, etc., profiling of target authences by the media has changed very little. Media reach and pricing continue to be based on the demographic characteristics of the targets, and thus demographics continues to play an influential role. However, although the demographic profile of consumers in many markets has changed considerably over time, research into demographic factors appears to have waned in favor of more 'exotic' variables.
In everyday experiences, customers are exposed to a variety of advertising appeals. These appeals are aimed at influencing the customer's attitude towards a wide range of products and services. Through television, radio, and the Internet, they reach a large number of individuals who represent a wide range of cultural and ethnic backgrounds. But to what extent these appeals are able to influence consumers belonging to different demographic profiles is to be seen. Investigation of the literature identified some interesting imbalances. The majority of papers investigating demographic influences in advertising were found to focus on gender, and only a few considered other demographic variables. The present paper addresses the effect of different demographic profiles like gender, age, education and profession on differences in response to advertising stimuli.
LITERATURE REVIEW
In recent years, researchers (Abraham and Lodish, 1990; and Lodish et al, 1995) have found that much of the advertisements expenditure is getting wasted in ineffective campaigns. Various guiding advertising models like Attention[arrow right]Interest[arrow right]Desire[arrow right]Action (AIDA) (String, 1925), CEA (Cognition[arrow right]Experience[arrow right]Affect) framework (Vakratsas and Ambler, 1999) etc., are available but the real outcome of advertisement in terms...