CONSUMER AWARENESS AND IMPACT OF ADVERTISEMENT IN PURCHASE OF CONSUMER GOODS

DR.SHUNMUGASUNDARAM; RAMYA.S

Volume : VI, Issue : IX, September - 2016

CONSUMER AWARENESS AND IMPACT OF ADVERTISEMENT IN PURCHASE OF CONSUMER GOODS

Dr. Shunmugasundaram, Ramya. S

Abstract :

An advertisement to reach people more effectively to the sellers and their agents, while advertising their products should adopt a discriminatory approach which means providing the message differently for different consumers becomes essential. Different kinds of advertising are used by various organizations to reach different market targets. In an effort to improve managing and gain audience attention, advertisers create anding moment that will resonate with target markets, and motivate audiences to purchase the advertised product or service. To understand the level of reach of advertisement for different types of consumer goods available in the market and evaluate whether the advertisement have significant effect in creating awareness among consumers in Coimbatore City and what is the level of perception among consumers about the advertisement for various attributes. The objectives are to analyze the level of awareness through advertisement having impact among respondents in purchase of consumer goods and to suggest measures for policy implications. The hypothesis is to find the significant variance between select demographic variables and opinion of the respondents towards level of awareness about the impact of advertisement for consumer goods. It is found that the level of awareness based on demographic variables is found to have significant effect on purchasing decision of consumer goods.