A Study on Role of Television Advertisement on Cosmetic Purchase among Youth
Published: 2019
Author(s) Name: Radha Vyas and Gautam Parmar |
Author(s) Affiliation: Assist. Prof., D. R. Patel & R. B. Patel Commer. Collg & Bhaniben Chhimkabhai Patel BBA Collg, Surat
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Abstract
Television advertisements are the one of the important source for product
promotion, with increase in the penetration of television and DTH (direct to
home), it is become easy tool to reach to large number of population. Television
advertising in India is the most popular advertising option. The present study
was conducted to investigate role of television advertisement on cosmetic
purchase among youth. The convenient sampling technique was used for the
present study. To achieve objectives the 108 respondents were surveyed. The
respondent’s average age was found 20.87 years ranging from 17 years to 40
years. The exploratory factor analysis was also carried out to know role of
television advertisement on cosmetic purchase among youth. The factor analysis
yielded three factors namely Psychological Impact of Advertising, Message
Content and Perceived Influence power which explain 68.638 percent of total
variance. The study will help out to marketers in designing promotional
strategies for the cosmetic products.
Keywords: TV Advertisements, Ads, Cosmetic Purchase, Psychological Impact of Advertising
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