Impact of Advertisement on Consumer Preference towards Textile in Chennai

Abstract

These days, ads which rise as a standout amongst the most huge promoting exercises are utilized proficiently by the endeavors. Promotion is a fruitful technique for pulling in buyer's consideration and expanding deals. Other than it gives an expansion in brand esteem and brand mindfulness which give a noteworthy commitment to big business execution. Advertisement can be done through various communication medium such as television, radio, newspaper, magazine, social media. Advertisement plays a major role in consumer preference towards textile in Chennai. This main objective of this study is to understand the impact of advertisement on consumer preference towards textile in Chennai and interpret the significant difference between the advertising medium and gender of the respondents. For the purpose of this study descriptive research is used to portray accurately the public opinion on impact of advertisement on consumer preference towards textile in chennai. Convenient sampling method is used to collect the samples. 1830 samples - sample size. Independent variables are gender, educational qualification and age. Dependent variables are significant impact of advertisement, advertising medium, celebrity, intensity, discounts, brand name and latest collections. Independent sample t test, chi square and ANOVA are the research tools used in this research. The findings of this study suggest that advertising plays a key role on consumer preference towards textile in Chennai. A powerful advertisement would actuate the purchasing want by methods for pulling in the buyer's consideration. Consequently, prompted purchasing want would furnish the endeavors with expanded brand esteem, turnover and productivity. The industry, which need to impact the purchasing choices of buyers and increment their deals, should utilize the TV, magazine and bulletin ads as an earlier, noteworthy and successful introduction apparatus. The exploration results additionally demonstrate that, the continuous and periodical television ads trigger the purchasing wants of the Chennai apparel shoppers.