International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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The influence of advertisement on the buying behavior of students at higher secondary level

Author(s) Mrs Neethu Satheesh
Country India
Abstract In the modern digital world, advertisements have a big impact on what people like, how they behave and what they buy, especially among younger people. Higher secondary school students are at an important point in their lives when they are finding out who they are and how they spend their money. They see a lot of advertisements on TV, the internet, and social media. This study seeks to examine the effect of advertisements on the purchasing behavior of higher secondary students, specifically emphasizing the role of gender differences in this effect.
A normative survey method was employed to gather data from 100 students (50 males and 50 females) in Kerala by using a structured interview schedule. We used statistical tools like percentage analysis, the arithmetic mean, the standard deviation, and Pearson's correlation coefficient to look at the data. The results show a positive correlation (r = 0.23) between advertisements and students' buying behavior, which means that advertisements do affect what they buy. Also, a gender-based analysis shows that girls are a little more likely than boys to be affected by advertisements.
In order to support students in making thoughtful and informed purchasing decisions, this study emphasizes the value of media literacy and consumer education in the curriculum. Additionally, it offers useful information for educators and policymakers to encourage critical thinking regarding media influence, as well as for marketers to target teenage consumers in an ethical manner.
Keywords advertisement, buying behaviour, higher secondary students, gender difference, media influences, consumer behaviour, marketing strategies.
Field Business Administration
Published In Volume 7, Issue 5, September-October 2025
Published On 2025-10-31
DOI https://doi.org/10.36948/ijfmr.2025.v07i05.59023
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E-ISSN 2582-2160
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