The Influence of Advertisements on Online Shopping Decisions among Household Women in East Godavari District, Andhra Pradesh

Author

Bhuvana Kruthi Gajula, Dr. Y Venkata Ramana

Abstract

 The growth of digital technology and e-commerce has transformed consumer purchasing behaviour, making online advertising an important influence on shopping decisions. This study examines how advertisements influence the online shopping decisions of household women in East Godavari District, Andhra Pradesh, focusing on five advertising factors: informational value, visual appeal, credibility through customer reviews, personalisation and relevance, and promotional appeal.

Primary data were collected through a structured questionnaire from 71 household women, and analysed with descriptive statistics, Cronbach's alpha, Pearson and Spearman correlation, multiple regression and Kruskal-Wallis tests. Respondents rated all advertising features significantly above neutral. Overall advertisement influence was significantly related to shopping decisions (r = 0.42), as were informativeness (r = 0.43), attractiveness (r = 0.30) and credibility (r = 0.47), while personalisation and promotional offers were not. In a regression explaining 28.9% of the variation in decisions, credibility was the only significant predictor. Decisions did not differ significantly by age, education or occupation.

The findings suggest that marketers should give priority to trust-building features such as customer reviews and clear product information, alongside offers. Results are indicative because of the small convenience sample.

Keywords

Online Advertising, Online Shopping Decisions, Household Women, Consumer Behaviour, Digital Marketing, E-commerce, East Godavari District.

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References

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