Casualty between advertising and consumption in India
This study makes use of co-integration methodology to validate the evidence of soundness of advertising and consumption pattern of India during the period of 1980-2006. Augmented Dickey-Fuller test, Philips- Peron Test, Cointegration technique and Error Correction Models have been employed to relate...
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| Format: | Journal Article |
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Institute of Public Enterprise
2009
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| Online Access: | http://hdl.handle.net/20.500.11937/42453 |
| Summary: | This study makes use of co-integration methodology to validate the evidence of soundness of advertising and consumption pattern of India during the period of 1980-2006. Augmented Dickey-Fuller test, Philips- Peron Test, Cointegration technique and Error Correction Models have been employed to relate between advertising and consumption. The analysis reveals categorically that there is strong bi-directional relationship between advertising and consumption pattern in India. The consumption pattern in Indian economy is strongly influenced by advertising. |
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