Advertising has played a pivotal role in influencing the consumer behavior. It impacts the top of mind awareness of people and acts as an effective way in promoting the sales of any product or service. This paper will analyze the influence of advertising on consumer behavior and would help us in understanding the role of advertising in the decision making process of buying any product. Any new product or service needs promotion to make people aware about the features and characteristics of the new launch. The paper would study the impact of advertising in the overall sales of a product or service. The study would also include whether advertising is solely responsible for consumer behavior or the worth of product or service also impacts the purchasing decision made by the consumer. This will help us in understanding the individual contribution of advertising on consumer behavior and would also help us in identifying if consumer is biased by any other factors. The detailed study in this research would determine the level of influence of advertising on consumer behavior along with other factors biasing the consumer buying decision making process.
