Casualty between advertising and consumption in India
Access Status
Fulltext not available
Authors
Philip, Abey
Date
2009Type
Journal Article
Metadata
Show full item recordCitation
Philip, Abey. 2009. Casualty between advertising and consumption in India. Journal of Marketing Trends. 1 (1): pp. 18-25.
Source Title
Journal of Marketing Trends
Faculty
Sarawak
School of Business
Miri Campus
School
CBS - Faculty Office
Collection
Abstract
This study makes use of co-integration methodology to validate the evidence of soundness of advertising and consumption pattern of India during the period of 1980-2006. Augmented Dickey-Fuller test, Philips- Peron Test, Cointegration technique and Error Correction Models have been employed to relate between advertising and consumption. The analysis reveals categorically that there is strong bi-directional relationship between advertising and consumption pattern in India. The consumption pattern in Indian economy is strongly influenced by advertising.
Related items
Showing items related by title, author, creator and subject.
-
Fielder, Lynda Jane (2011)The increasing level of alcohol consumption among youth and related harms is an issue of international public health concern (Hingson, Heeren, Winter, & Wechsler, 2005; Jernigan & Mosher, 2005; Jernigan, Ostroff, & Ross, ...
-
Wakefield, M.; Brennan, E.; Dunstone, K.; Durkin, S.; Dixon, H.; Pettigrew, Simone; Slater, M. (2018)© 2018 Society for the Study of Addiction Aims: To compare the immediate effects on drinkers of television advertisements focusing upon short- versus long-term harms with and without low-risk drinking guidelines. Design: ...
-
Philip, Abey (2011)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 ...