• Smarika Ohri
• Dr. Jaya Yadav
• Thanesa Iyer

Surrogate advertising is one of the major emerging ethical issue of the advertisement industry in India as it is used as a strategy to promote injurious products like liquor or alcohol whose advertisement is banned in our country. Whenever a consumer looks at the advertisement they get reminded of these banned products and develop an urge to consume them. Since surrogate advertising takes away the very purpose of banning liquor / alcoholic product advertisement the objective of the research is to understand the impact of surrogate advertisement on consumer buying behavior and whether these advertisement help the firm to reach its final consumer. Thus a pilot study was undertaken via snowball sampling method with a sample size of 100 using Descriptive and Qualitative type of research. The analysis reveals that surrogate advertising is not positively perceived by various section of consumers in the society and major response of the consumer is negative towards surrogate advertising as majority of the consumer consider surrogate advertising as immoral and unethical practice therefore leaving the advertisers to work and modify their advertising strategies and not resort to surrogate advertising to market their products. Also analysis indicates that majority of respondents believe that there are loop-holes in the law abiding surrogate advertising thus transparent laws for different products to ban surrogate advertising under same brand should be made. In future further researches should be undertaken to understand socio economic effects of alcohol abuse and study the impact of interaction between governments and different consumers like youths, society and civil formation to reduce harmful effects of alcohol.

: surrogate advertisement, brand, alcohol, cigarette, tobacco

"Surrogate Advertisement and Consumer Buying Behaviour", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 4, page no.382-392, April-2019, Available :http://www.jetir.org/papers/JETIR1904559.pdf

"Surrogate Advertisement and Consumer Buying Behaviour", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 4, page no. pp382-392, April-2019, Available at : http://www.jetir.org/papers/JETIR1904559.pdf