A Study on Preference of Women Consumers towards Online Advertisements with Special Reference to Kerala

Advertisements are the strongest tool used by marketers to promote their products in the market. Online advertising is a marketing strategy that involves the use of Internet as a medium to get connected with customers through websites and target and deliver marketing messages to the right customers. Since the early 1990s there has been an exponential increase in the growth of Internet and online advertising, which has evolved into a standard for small and large organizations. Online advertising is otherwise known as Internet advertising, Digital advertising, etc. 100 women consumers were selected as sample in this study. Data was collected through structured questionnaire. Major findings of this study includes women irrespective of their age difference prefer online advertisements; online advertisements are more attractive than offline; women prefer both online and offline mode for their regular purchase; etc. It is concluded in the study that marketer should create online advertisements inline with the preference of women consumers also as they play a vital role in purchase decision making in every family and their purchase are largely influenced by both online and offline advertisements.