• J. ANURAG
• Dr. A. PRABHU KUMAR

This study has been undertaken to know the role of surrogate advertising in the sales of the company and also to know the buying behaviour of the consumers in the city of Hyderabad. Both Primary and Secondary data are used to draw conclusions. The primary data is collected with structured questionnaire with five – point scale and the data analysis is done with SPSS 24 version, Cronbach Alpha test is used as a reliability test, KMO test for Factor analysis and Chi Square test for finding the association between two variables.

A COMPREHENSIVE STUDY ON SURROGATE ADVERTISING AND CONSUMER BUYING BEHAVIOUR IN HYDERABAD.

"A COMPREHENSIVE STUDY ON SURROGATE ADVERTISING AND CONSUMER BUYING BEHAVIOUR IN HYDERABAD.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.24-29, June-2019, Available :http://www.jetir.org/papers/JETIR1906A06.pdf

"A COMPREHENSIVE STUDY ON SURROGATE ADVERTISING AND CONSUMER BUYING BEHAVIOUR IN HYDERABAD.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp24-29, June-2019, Available at : http://www.jetir.org/papers/JETIR1906A06.pdf