In the backdrop of emerging significance of multiple media options, the current research paper is an attempt to know the influence of media on the buying behavior of the consumers. Undoubtedly the impact of media on the consumption pattern can be one of the strongest tools for the marketers for their promotional strategies as media has always influenced the consumers in almost every aspect of their life, be it at religious or regional, traditional or latest, cultural or social or any other aspect. There being a technical challenge of reaching to wide geographical area, as the rural customer has his own preferences and prejudices. In the backdrop of these facts, the major objectives of the current research paper are to find factors affecting the choice & the preferences of media vehicles. The Paper also focuses on to find out the role of media as a buying guide and it is an effort to find out the perception people towards various media options. For this research paper, a sample in Delhi, NCR region has been chosen to explore all the factors regarding preferences of media vehicles. The primary data has been analyzed using statistical tools like Factor Analysis and Multi Dimensional Sealing (Scatter Plots). The significance of the current paper lies in the fact that it is expected to: Help the marketers to focus attention to the diverse media vehicles which are keys as buying guide to the customer. Provide insight in formulation of the further media strategies by the marketers enabling them to focus on right media choices.
