Influence of Customised Advertisements of High-End Smartphones in OTT Platforms on the Consumer Buying Intentions of Millennial & Generation Z

Abstract

This study identifies and analyses the customized
advertisements in different OTT platforms, product
features/attributes of high-end smartphones, and
demographic factors that influence consumer purchase
decisions, owing to personalized/targeted ads specific to
the city of Delhi. It discusses the existing knowledge
pertaining to growing targeted ads by brands across OTT
platforms, and based on the literature review, and a
conceptual framework is developed. India's favorable
demographic profile, the growing middle class, high
disposable income and young population have helped the
brands to witness tremendous growth through the OTT
platforms in the last 2-3 years. The study examines what
influences Indian consumers' purchase decisions amidst
this growth by considering all aspects of a personalized
advertisement and analyzing how they differ based on
demographic variables such as gender, age, income,
personality traits, and other factors. The study seeks to
segment Indian Millennial and Generation Z consumers
on the basis of a model built on the major demographic
data identified. A questionnaire was administered to 246 respondents of Millennial and Generation Z within the
city of Delhi. The data obtained was analyzed using
Factor Analysis and One-way ANOVA in SPSS. It was
observed that previous purchase behavior, visual appeal,
and personalization are some of the major value factors
affecting the purchase decisions of Indian Millennial and
Generation Z consumers. Age and income have a
significant impact on consumer buying decisions. The
research was conducted within the city of Delhi alone,
which may not be generalized to the entire country.