Developing Interpretive Structural Model of Consumer Responsiveness Towards Advertisement

Abstract

Consumer responsiveness is highly dynamic and volatile in nature. In past studies, there have been numerous variables identified however soon it was understood that the final implication of communication on responsiveness is consequence of interaction and connection between these elements. Marketers in present world have been facing challenges in terms of understanding the relationship between these elements. This study will focus, explore and explain how the marketing of the product can be made more effective and efficient. This study becomes more important because it categorise the critical factors thus making things easier to plan for better marketing of the product. This study explains the sequential approach of marketing with relevance of each of the factor. This study will quantify level of exposure of advertisement that compel consumer to buy product. The methodology focuses on ISM modelling to identify and summarizing relationship between various specific variables, defining the problem. This technique is best suited to deal with the complex situation and finding out their solution. In the present study, main focus would be on the different factors that are responsible for change in responsiveness of customer towards any advertisement. After review of various studies and customer opinion on the survey various factors will be identified and ISM modelling is done to predict relationship between various variables.

Keywords: Consumer Responsiveness, Structural Self-Interaction Matrix, Level Partition, Interpretive Structural Modelling, MICMAC Analysis

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