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-up/pop-under windows (McCoy et at., 2007). The universe of the study consists of online
In a study on the effects of on-line transactional consumers as well as online marketers from different
advertising on purchasing behavior, (Kimelfeld & sub-geographical urban areas of Gujarat state, India.
Watt, 2001) found a strong impact for pragmatic It is beyond the capacity of researchers to pursue the
value of advertising in predicting purchase research study on enumerative basis completely
intention.Moreover their study revealed an effect for because of numerous online buyers and online
the Web medium itself in producing promotional marketers throughout the Gujarat state.
acceptance behavior and increasing purchasing
intention. The research study (Palanisamy, 2004) Hence the study has been carried out on the basis of
entitled “Impact of gender differences on online an adequate size of sampled online consumers and
consumer characteristics on Web-Based banner online firms in selected areas of the Gujarat State.It is
advertising effectiveness”, found that in the context decided rationally for an appropriate number of
of web-based banner advertisements, gender was an respondents to be surveyed for research work. Hence,
influential factor towards banner advertisement. As research work has been conducted on finite
well, another study (Korgaonkar, 2003) revealed population of respondents of Gujarat.
gender differences with males exhibiting more
positive beliefs about Web advertising.In a relevant Sample Design
study on measuring the effectiveness of banner
advertising, (Manchanda, et al, 2002) found temporal Research design constitutes the blueprint for the data
separation between advertising exposure and collection, measurement and analysis of data. In this
subsequent purchase behavior, where advertising study the researchers measured the impact of online
weight, copy, and timing affect consumers’ decision advertising on the buying behavior of consumers of
to revisit websites and make purchases. Moreover, Gujarat state. This is a descriptive research study.
this study reveals heterogeneity across consumers in
response to advertising. Research study describes the buying patterns of
Many scholars have looked into diverse aspects of online consumers who are affected by online
online advertisement and their effect on consumer’s advertising. Descriptive research includes surveys as
intention to purchase. Wu (2003) found out that the well as fact-finding enquiries of sampled
quality of on-line reviews has a positive effect on respondents. The main characteristic of this research
consumers’ purchasing motive and purchasing study is that the researchers have no control over the
behavior increases as the number of reviews variables; they can only report what has happened or
increases. what is happening.
Research Methodology
Researchers are mainly focused to measure an impact Sampling Units
of online advertising in consumer behavioral patterns.
Universe of the Study The Gujarat state is considered as a population size in
this descriptive research study. Sampling units are the
main sub geographical regions of the Gujarat state
like Ahmedabad, Baroda, Surat and Rajkot.
78
In a study on the effects of on-line transactional consumers as well as online marketers from different
advertising on purchasing behavior, (Kimelfeld & sub-geographical urban areas of Gujarat state, India.
Watt, 2001) found a strong impact for pragmatic It is beyond the capacity of researchers to pursue the
value of advertising in predicting purchase research study on enumerative basis completely
intention.Moreover their study revealed an effect for because of numerous online buyers and online
the Web medium itself in producing promotional marketers throughout the Gujarat state.
acceptance behavior and increasing purchasing
intention. The research study (Palanisamy, 2004) Hence the study has been carried out on the basis of
entitled “Impact of gender differences on online an adequate size of sampled online consumers and
consumer characteristics on Web-Based banner online firms in selected areas of the Gujarat State.It is
advertising effectiveness”, found that in the context decided rationally for an appropriate number of
of web-based banner advertisements, gender was an respondents to be surveyed for research work. Hence,
influential factor towards banner advertisement. As research work has been conducted on finite
well, another study (Korgaonkar, 2003) revealed population of respondents of Gujarat.
gender differences with males exhibiting more
positive beliefs about Web advertising.In a relevant Sample Design
study on measuring the effectiveness of banner
advertising, (Manchanda, et al, 2002) found temporal Research design constitutes the blueprint for the data
separation between advertising exposure and collection, measurement and analysis of data. In this
subsequent purchase behavior, where advertising study the researchers measured the impact of online
weight, copy, and timing affect consumers’ decision advertising on the buying behavior of consumers of
to revisit websites and make purchases. Moreover, Gujarat state. This is a descriptive research study.
this study reveals heterogeneity across consumers in
response to advertising. Research study describes the buying patterns of
Many scholars have looked into diverse aspects of online consumers who are affected by online
online advertisement and their effect on consumer’s advertising. Descriptive research includes surveys as
intention to purchase. Wu (2003) found out that the well as fact-finding enquiries of sampled
quality of on-line reviews has a positive effect on respondents. The main characteristic of this research
consumers’ purchasing motive and purchasing study is that the researchers have no control over the
behavior increases as the number of reviews variables; they can only report what has happened or
increases. what is happening.
Research Methodology
Researchers are mainly focused to measure an impact Sampling Units
of online advertising in consumer behavioral patterns.
Universe of the Study The Gujarat state is considered as a population size in
this descriptive research study. Sampling units are the
main sub geographical regions of the Gujarat state
like Ahmedabad, Baroda, Surat and Rajkot.
78
