• DR. SUSHIL RATURI

Abstract Indian market is filled with multiple brands in different product category. The brands have been making their strategies revolving around 7 Ps of Marketing, of which one of the P is promotion. Traditionally advertising has been a major force in Promotional activity of brands but the brands have realized that customers want something more than advertising The studies on buying perception and attitudes have found out that customers are looking for an emotional connect and experience with Brands Product placement which is the integration of brands in a content as background has been emerging as one of the promotional strategy for the brand .Multiple studies have been done in the area of Product placement as strategic tool. But their influence on customers purchase behaviour with reference to a particular demographic characteristics in Indian context have not been found.. The researcher realizing a gap of knowledge attempted to study and bring out the influence of Product placement on customers purchase behaviour. Through this paper, the author attempted to fill this knowledge gap by studying data of 1100 respondents interviewed during 2021. The data collected using scientific method of data collection and analysis concluded that the Product placement role was limited to creating awareness, giving information and knowledge to viewers about the brand but was not found to be influencing viewers emotional attitude, intent to purchase and actual purchase Keywords: Product placement, Buying attitude, Cognitive attitude, Emotive attitude, Conative attitude, Purchase intention.

Product placement, Buying attitude, Cognitive attitude, Emotive attitude, Conative attitude, Purchase intention.

"Product Placement and its role in customers purchase behaviour ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 1, page no.d564-d573, January-2022, Available :http://www.jetir.org/papers/JETIR2201370.pdf

"Product Placement and its role in customers purchase behaviour ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 1, page no. ppd564-d573, January-2022, Available at : http://www.jetir.org/papers/JETIR2201370.pdf