Effectiveness of surrogate marketing on consumer behaviour in the Indian context

Abstract

The purpose of this paper is to ascertain the extend and effectiveness of surrogate marketing in the Indian context. With direct advertising of alcohol, narcotic and tobacco products being banned, we review the different methods along with their impact on consumer behavior, culture and social values. We analysed the correlation between surrogate advertising and its direct influence on purchase intention & brand recall. Advertisements across brands were considered and studied to ensure holistic and overall analysis output. Various statistical measures have been used to derive the results. All dependent and independent variables, limited to scale and scope of study, have been included in the study to ensure coherence. Research has been designed in a way to understand surrogate advertisement’s influence on Indian consumer, taking into consideration the diverse demographic profiles. Our findings do suffer from limitations and the same has been discussed towards the end. A survey was used to gain consumer responses and insights. The scope has been well defined as our study requirements.