Impact of Advertisements on Consumer Behaviour Towards Cosmetics Products in Tiruchirappalli City

Abstract

Advertisement is a powerful instrument to reach the customers by the business. The advertisement makes the marketers easily to create awareness and also influence the audience to buy the products. The present study was aimed to establish the impact of advertisement on consumer behavior of the cosmetics products. The study was conducted at Tiruchirappalli city with 274 sample size using convenient sampling technique. The data collected through a structured questionnaire. The researcher used multiple regression, correlation, ANOVA and weighted average Rank for data analysis with the use of IBM SPSS 20 package. The result of the study has given good insights for marketers and advertisers of cosmetics products.