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dc.contributor.authorPhilip, Abey
dc.contributor.editorFaculty of Economics
dc.contributor.editorBusiness
dc.date.accessioned2017-01-30T13:26:27Z
dc.date.available2017-01-30T13:26:27Z
dc.date.created2015-03-03T20:16:08Z
dc.date.issued2011
dc.identifier.citationPhilip, A. 2011. The Relationship between Advertising and Consumption in India: An Analysis of Causality, in Faculty of Economics and Business (ed), Asia Pacific Region in an Era of Global Uncertainties: Issues, Opportunities and Challenges, Nov 9 2011. KUCHING: Faculty of Economics and Business,Universiti Malaysia Sarawak, 94300 Kota Samarahan,Sarawak, Malaysia.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/31629
dc.description.abstract

As one of the largest growing economies in the world, India comprises an economic prospect of an immense scale, both as a global base and a domestic market. This article tries to find out whether advertising affect the consumption pattern of India. Advertising is of changing apprehension to companies, as channels burgeon and product offerings become more advanced and bigger and bigger part of the marketing mix. Measurement of advertising and promotional activities is the biggest challenge of companies with in limited time and money. In the marketing literature, the relationship between advertising and sales at the individual firm and industry level has been a hotly debated issue for decades. Existing literature shows that the advertising-sales relationship at the macro level has not gained much attention. This article extends cointegration methodology to validate the evidence of soundness of advertising and consumption pattern of India during the period of 1980-2009. Augmented Dickey-Fuller test, Philips- Peron Test cointegration technique and error correction models were employed to examine association between advertising and consumption. The analysis reveals that there is strong bi-directional relationship between advertising and consumption pattern in India. The increase in advertising expenditure can have a positive impact of consumption irrespective of its lag.

dc.publisherFaculty of Economics and Business,Universiti Malaysia Sarawak,94300 Kota Samarahan,Sarawak, Malaysia
dc.subjectUnit Root
dc.subjectP32
dc.subjectO53
dc.subjectCausality Test
dc.subjectJEL Classifications: M3
dc.subjectD12
dc.subjectConsumption
dc.subjectAdvertising
dc.subjectC01
dc.titleThe Relationship between Advertising and Consumption in India: An Analysis of Causality
dc.typeConference Paper
dcterms.source.titleAsia Pacific Marketing and ManagementConference 2011
dcterms.source.seriesAsia Pacific Marketing and Management Conference 2011
dcterms.source.isbn978-967-5527-25-8
dcterms.source.conferenceAsia Pacific Region in an Era of Global Uncertainties:Issues, Opportunities and Challenges
dcterms.source.conference-start-dateNov 9 2011
dcterms.source.conferencelocationKUCHING
dcterms.source.placeKUCHING
curtin.departmentCurtin Sarawak
curtin.accessStatusFulltext not available


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