• Avadhesh Vyas
• Dr. Gaurav Bissa

Purpose of this paper is to check the efficacy of surrogate advertising effectiveness on consumers purchase Intention. Surrogate advertising effectiveness is basically a strategy through which advertisers fulfill their advertising goals and creates strong image in the minds of customersabout their core product. Research being conducted which includes the answers of 279 respondents regarding the impact of surrogate advertisement on consumers purchase Intention. Basically the participants of the research were adults and alcoholic. This research includes 2 variables out of which Purchase Intention is the dependent Variable and surrogate advertising is Independent. Main theme behind this study was to check either surrogate advertisement has positive or negative impact on the purchase intention. According to findings surrogate advertisement has positive and strong relationship to purchase intention. This simply means surrogate advertisement has positive influence the consumers’ purchase intention.

Surrogate advertisement, Purchase Intention, Consumer Behavior

"EFFECTIVENESS AND INFLUENCE OF SURROGATE ADVERTISEMENT ON CONSUMER BEHAVIOR: AN EMPIRICAL STUDY OF BIKANER AND AJMER", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 7, page no.151-160, July-2018, Available :http://www.jetir.org/papers/JETIRA006026.pdf

"EFFECTIVENESS AND INFLUENCE OF SURROGATE ADVERTISEMENT ON CONSUMER BEHAVIOR: AN EMPIRICAL STUDY OF BIKANER AND AJMER", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 7, page no. pp151-160, July-2018, Available at : http://www.jetir.org/papers/JETIRA006026.pdf