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A Study on Role of Television Advertisement on Cosmetic Purchase among Youth

Global Journal of Research in Management

Volume 9 Issue 1

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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