Television advertising and buying behaviour of women consumers towards cosmetic products in Puducherry

  G Nirmala,  Dr. N. Panchanatham

The role of television advertising in cosmetics is invariable and induces especially women consumers towards cosmetics. Cosmetics play a very important role in the day to day life of women consumers. It helps to enhance one's personality and increases the confidence level of women consumers. Most of the women are working in society and they are very particular about their appearance. The rising awareness of beauty products, changes in consumption patterns and lifestyles has increased the purchasing power of women. The escalation of cosmetics usage in our habitual life has increased more demand for cosmetics product in the market. The study aims to find the impact of television advertising on buying behaviour of women consumer towards cosmetics. Primary and Secondary data were used to collect data and primary data were analysed by using Correlation, independent samples t-test and ANOVA. The data has been collected from 80 women consumers in Puducherry through questionnaire and SPSS software is used to do the analysis. The study aims to find the role of Television Advertising and the effect of culture, subculture, attitude and beliefs, social class and learning on buying cosmetic products. The findings revealed that there is a significant relationship between television advertising and buying behaviour of women consumers towards cosmetics and it was found that there is a significant difference between the age wise classification of the women consumers and the various factors influencing them to buy the cosmetic products. It was observed that from the study there was no significant difference between family type and the purpose of using cosmetics.

Keywords- Television advertising, cosmetics, women consumers, culture, subculture, confidence and buying behaviour

Unique Identification Number - IJEDR1903014
Page Number(s) - 73-78
Pubished in - Volume 7 | Issue 3 | July 2019
DOI (Digital Object Identifier) -   
Publisher - IJEDR (ISSN - 2321-9939)

  G Nirmala,  Dr. N. Panchanatham,   "Television advertising and buying behaviour of women consumers towards cosmetic products in Puducherry", International Journal of Engineering Development and Research (IJEDR), ISSN:2321-9939, Volume.7, Issue 3, pp.73-78, July 2019, Available at :http://www.ijedr.org/papers/IJEDR1903014.pdf