Abstract
College students represent an important segment of consumers. They have the capability of influencing purchasing decisions of near ones and establishing brand loyalties. The study aims to determine the attitude of students from diverse fields of education towards advertisements. Keeping the study ‘A Factor Analysis of College Student Attitudes toward Advertising’ by Larkin in 1977 as the main article, the research focuses on the empirical findings related to students’ attitude in the Indian context in present times. A sample of 100 undergraduate and post graduate students, drawn across the country, enhanced the generalizability of overall survey findings. This allowed comparison between different demographic segments. The findings of the study would be beneficial for the advertising industry in India.
