Identifying Factors Influencing Negative Attitude of Indian Young Consumers towards Online Advertisements

Abstract

The motive of this study paper was to get the perception about the underlying factors responsible for forming negative attitude of Y generation towards online advertisements, thus distracting them to view internet ads in different online selling websites, causing a potential threat to the global ecommerce business as young online surfers are the biggest chunk in the international as well as Indian online selling and buying business domain. To interpret these factors an empirical survey was conducted among 150 youth using a well defined questionnaire containing 15 items, assessing Y generation's negative attitude toward internet ads. An exploratory and qualitative research was done on collected data ( collected thru random sampling using Kish Methodology ) and SPSS version 20.0 was used to analyze those data using Cluster analysis, five groups under 5 clusters were found: group1( annoyance ) group2 ( distaste and irritation ), group 3 ( non favourable objections ), group 4( liking for other media ads, group 5 ( repetitions and privacy concerns), regarding online advertisements were accountable to generate defeatist attitude of young generation towards online ads seen in different sites. Online marketers, designers and managers may use the results of this study to minimize the negative effects of the above mentioned factors and may be able to convert Y generation's negative attitude towards online ads into positive attitude to generate more traffic to those ads and selling sites and get the desired return on investment.