CHAPTER - 2 REVIEW OF LITERATURE 1.1 INTRODUCTION:

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1 CHAPTER - 2 REVIEW OF LITERATURE 1.1 INTRODUCTION: In this chapter an attempts is made to review the literature on the impact of the Persuasive Techniques in Advertising (A Case Study of Care Segment of Women Consumers). Numerous studies have examined the impact of advertising in the past decade. The common measures of advertising impact include advertisement recall, ad recognition, brand awareness, clicks or click through rate, attitude towards the advertisement and the brand, and purchase consideration. Of these common measures, attitudes toward the advertisement, clicks on advertisement, and ability to recall advertisement are the focus. The impact of these three measures was assessed by their ability to predict purchase decision. Advertising, sales promotion and public relations are mass-communication tools available to marketers. Therefore advertisement means a communication process, a marketing process, an economic and social process, a public relations process or information and persuasion process viewed from its functional perspectives, hence advertisement is said to be a paid, non-personal communication through various media by business firms, non-profit organization, and individuals who in some way identified in the advertising message and who hope to inform or persuade members of a particular audience, is of the opinion that advertising is used to establish a basic awareness of the product or service in the mind of the potential customer and to build up knowledge about it. Technology advancement had not given us new products and services, but they had changed the meaning of many words. With increase in mass media, advertising impact, as more traditional mass media, had reduced. Now advertisers are looking for new and presumably less cluttered media. The current age of digital media had given consumer choices to opt in and opt out of marketing messages and advertising. Consumers are getting more control of what they want and when they want. All these things 42

2 are moving toward the interactive marketing. As a promotional strategy, advertising provides a major tool in creating product awareness and condition the mind of a potential consumer to take final purchase decision. As advertiser s primary mission is to reach potential customers and influence their awareness, attitudes and buying behavior. 1] T. Ravi Kumar (21) ( December, 2012), studied the women consumer s preferences towards visual media in Chennai City. The objective of the study was to study about consumer preferences of women in Chennai city towards visual media indicating a willingness to tolerate the status quo or some less desirable option. For the study purpose the primary data through well structured questionnaire were used by the researcher. The sample size was 576. Data collected was analyzed using SPSS 17 version. Various statistical tools like mean, standard deviation, one way ANOVA, t-test and Regression analysis were used. The study concluded that the chi-square used for associations between demographic variables and consumer preference showed that consumer preferences are influenced by age, occupation, monthly income and marital status of sample women in most of the cases. Education does not influence women consumer s preferences. Therefore, the businessmen have to predict accurately the consumer responses and all the costs associated with it in order to lead to more successful products and to reduce the risk of failure. 2] C.S. Jayanthi Prasad (24) (September, 2013) studied the Brand endorsement by celebrities impacts towards customer satisfaction. The researcher had used a nine point semantic scale for each subject. The study showed that the consumer s perceive the endorsed or name brand to be of higher quality and are therefore willing to pay more. It appears that the selection of an endorser who is viewed positively by consumer s and who is known to possess attributes which match up with the attributes of the product, is critical in order for the indirect information to significantly impact the consumer's perception. Mismatched endorsers or endorsers who are not viewed positively will have a much smaller impact on consumers. On the other hand, an endorser who may not match up perfectly with the product, but who is 43

3 viewed positively may still have an effect on the consumer, although the effect will probably be smaller than with a properly matched endorser. Well liked endorsers can have positive effects on consumer perceptions even if they do not match up well with the product. When one endorser endorses many brands, then the recall of the endorsement depends entirely on the power of the brand. There are definitely some brands that go unnoticed and the recall for those stands is at a bare minimum. 3] Geeta Sonkusare (22) ( March, 2013), studied the Impact of television advertising on buying behaviour of women consumer s for FMCG Products in Chandrapur city. Sample size was 30 respondents. The study was focused on the study of impact of T.V. advertising on buying behaviour of women customers. The study revealed that before purchasing any product customers/ consumer s collects information for their proper purchasing decision making activities. Social, personal factors and word- of- mouth influence the buying behaviour of women consumer s. 4] Swarna Bakshi (17) ( September, 2012), studied that the consumer behaviour was the scientific study of the processes consumer s use to select, secure, use and dispose of products and services that satisfy their needs. She pointed out the differences at various levels of purchase decision. She also pointed out that there are various factors that influence the way people behave in a particular situation. She depicted that the Consumer characteristics include four major factors and these factors are majorly responsible for the different types of behaviors depicted by the consumer s. Following factors can influence the buying decision of the buyer: 1. Cultural: Culture is the fundamental determinant of a person s wants and behaviors acquired through socialization processes with family and other key institutions. 2. Social: Consumer Behaviour is also influenced by social factors like reference Groups, family, social Role and status. 44

4 3. Personal: A buyer s decisions are majorly influenced by personal characteristics like gender, age, stage in lifecycle, occupation, income, and lifestyle. 4. Psychological: Psychological factors like motivation, perception, beliefs & attitudes of consumer s also have a deep impact on the buyer decision. 5] Anjali Sharma and et al., (25) studied the buying behavior of consumer in relation to beauty products, because women are the ones who are engrossed in purchasing beauty care products. Sample of 121 respondents by women consumers of beauty care products were taken by the researcher to discern the role of women consumer buying behavior of beauty care products. Sample unit considered for this study were housewives, self-employed females, students and service-class. The researcher had used Non-Probability sampling, Convenience sampling method under this survey. Responses from respondents were gathered using quantitative approach. The researcher had acquired the data from primary sources & secondary sources. The researcher had used close ended questions, mainly of multiple-choice. Likert scales were used for scaling the questions. The objectives of the study were: 1. To probe the factors which affects women buying behavior 2. To investigate the overall contribution of brand loyalty for women buying behavior of beauty care products. 3. To investigate the aspect which women consider while purchasing beauty care product. 4. To study the brand switching behavior of women. The findings of this study indicated that quality and price are the two main parameters for which women may switch from one brand to another brand. Brand image is the major cause, which women choose while purchasing beauty product. Friends are the most powerful reference group when women go for beauty care products. 45

5 6] Muruganantham. G, (8) (2009) investigate the brand positioning strategies of selected personal care brands and to know the role of celebrities in positioning the brands in the minds of the respective target audience. For this purpose the researcher had taken, the two female personal care products that were advertised, most frequently on television during the first half of 2007: Lux soap and Pantene Pro -V shampoo. The area of study was in Chennai City. The actual sample size was 288 female respondents and Purposive sampling was used to select the sample from the target population of females ages 18 to 35. The findings indicated that although 25 % of the respondents strongly agreed that Lux is beauty soap, 26.4 % strongly disagreed with the positioning meaning. The majority 92.4 % of the respondents indicated that they were the regular users of shampoo. Of the 266 shampoo users, 28.9 % use Pantene Pro V shampoo. It was the most used shampoo, followed by Clinic Plus and Sunsilk. The quality of the shampoo, the desire for shiny hair, and the influence of TV advertisements were the major reasons given by the respondents for using a particular brand of shampoo. The satisfaction level of celebrity attractiveness and the recall of Sushmita Sen in the Pantene Pro V advertisements were comparatively higher than the Lux soap. The findings indicated that product quality, brand name, and influence of friends and family members were identified by the female respondents as the top three factors influencing their purchase of personal care products. 7] Sandra Jakštien and et al., (4) (2008) pointed out in its study the main goal of advertising a certain product is to attract the customer s attention and analyze the impact of advertising on customer behaviour, which is determined by a multitude of aspects, although the psychological- cognitive, emotional and behavioural-ones. The main objective of the study was to find out how the customers learn about the enterprise, to reveal how the customer accepted the advertising information in the cognitive aspect; determine if the advertising information makes any impact on the customer behaviour. For this purpose the contingent under research was made up of 155 respondents. The descriptive 46

6 quantitative survey method was used.finally the study revealed that advertising influences the customer through the customer cognitive aspects. Cognition is related to the fact that an individual perceives the information advertised through senses, perception, attention, memory, reasoning, language, etc. It is possible to state that one of the most important tasks advertising performs is to distinguish the item is to attract the customer s attention and sustain his/her attention. On the basis of theoretical analysis three aspects - cognitive, emotional and behavioural were identified and evaluated during the survey. It can be concluded that the final aim of advertising (behavioural aspect) was achieved adverts make a psychological impact on the customer. 8] Prof. Mitesh Jayswal and et al., (15) (2012) carried out a study to know how advertisements are used to create an image and/or symbolic appeal for a company s products. Different appeals help to enhance effectiveness of advertisements that evokes some emotional reaction in viewer s mind. The researcher tried to measure the effect of some selected T.V. advertisements for the products namely Rexona and Ayurvedic fair and lovely (AFL). with commonly used negative emotional appeals on cognitive message processing style of Indian house wives. Ninety-six respondents was considered from Ahmadabad city in Gujarat, India. The basic objective of the study was to study the effect of television advertised products with negative emotional appeals on cognitive message processing style of Indian house wives and to understand its effect on their purchase intention. The quasi experimental (X O1) research design was used by the researcher. The study concluded that the negative emotional advertising appeal makes the cognitive response positive, it helps to form positive attitude and this increases the customer intention to buy the brand. The different advertising themes have difference in their effect on individual perception. It is equally important to use negative emotional advertising appeals as positive emotional advertising appeals. It is up to the market circumstances that which appeals/appeal should be chosen and which one should be dropped. 47

7 9] Ankita Shrivastava and et al., (29) studied that the Consumer s or the Customers are valuable assets for any organization as they are the ultimate destination of any products or services. Since, they are the ultimate end users of any product or services, thus, the success of any organization depends upon the satisfaction of the consumer s, if not they will switch to other brands. Due to this reason, the satisfaction of the consumer s becomes priority for any organizations. For satisfying the consumer s, one has to know about what consumer buy, why they buy it, when they buy it, how and how often they buy it and what made them to switch to other brands. In this study the researcher had examined the various factors specially advertisement, which influences the consumer s to buy a shampoo of particular brand and reasons for their switching to other brands. The researcher had conducted the study among college girls, who lived in hostel. These respondents had been chosen by the researcher for the study, as it is one of common place where girls from different regional and cultural background prevailed. This study evaluated the attitude of the select boarders of the hostel towards usage of shampoo. Also, various reasons for consumer switching to other brands have been studied. For the purpose of the given study primary as well as secondary data has been used. The Secondary data has been collected from various books, journals, published research papers, websites etc. The primary data was collected by means of a questionnaire. Copies of the questionnaire were given personally to respondents in the university hostel. The respondents are randomly selected and 80 respondents were personally selected by the researcher to give their responses. The data collected was mainly primary in nature. The objectives of this study were: 1. To examine the consumer awareness of shampoo usage. 2. To analyze the relationship between a specific brand and its buying behavior. 3. To assess whether advertising is influencing the buying behavior and switching behavior of the consumer s. 48

8 The results revealed that advertisement has significant impact on consumer s mind, when they buy any particular product. Results also says that consumer s switch to other brands after watching endorsements, consumer s buying pattern was also studied with special reference to different shampoo brand. In this study the researcher had also measured the brand awareness. Advertisement impact was also seen as major reason for switching to other brand. It was also seen that consumer s often switch to other brands occasionally. 10] Debiprasad Mukherjee (6) (2009) had pointed out that Celebrity endorsement has been established as one of the most popular tools of advertising. It has become a trend and perceived as a winning formula for product marketing and brand building. The objective of this study was to reveal and re-establish the positive impact of celebrity endorsement on brand image and find out the most prominent factors those play the key role in the success of an endorsement. The researcher had proposed a 20 point model for finding out the impact of celebrity endorsement. The researcher had used a questionnaire designed to understand consumer s views on celebrity endorsement, measuring their attitude toward ad, attitude toward brand and their intentions to purchase the given product. The study revealed that celebrity endorsement strategy has become an important component of marketing communications strategy for firms in today s competitive environment. The celebrities' acceptability, availability, regional appeal factors, popularity, attractiveness, image, belief system are some other important factors on the impact of celebrity endorsement on brands. Further, it was studied that the customer wants a variety of aspects from the endorsement like the credibility and acceptability of the endorser. In case of multiple endorsements by a celebrity, the success of celebrity endorsement for a particular brand depends entirely on the power of the brand. Apart from financial gains from the endorsements, brand and own image matching is also vital from celebrity s point of view. Professional & planned performance of the endorser is important in deciding the success of the endorsement. A celebrity 49

9 endorsement is useful in the Indian scenario. The amount of impact of the effect varies with the celebrity and the product profile. 11] Kiran.G and et al., (32) (2014) studied the role of advertisement on attitudes towards buying behavior of consumers in Bangalore City. The purpose of this study was to investigate the impact of advertisement on consumer behavior on college students.sample size taken by the researcher was 100 college students as respondents, between age groups. Sampling unit consists of all consumers having interest in FMCG goods in Bangalore City, Karnataka. The findings of the study were: 1. That the advertisements might be persuasive because firstly it had exposure to the audience; secondly once the audience had been exposed to the message, they became attentive towards it. 2. For the purpose making ads persuasive, advertisers designed intrusive ads, used loud and bold effects to attract viewers. 3. It can be said that in order to be more effective and persuasive, ads of specific brands carried all the characteristics of a great ad, which are strategy, creativity and execution. 4. The results indicated that the personality used in commercials of particular brands of soap had the greater impact on consumers. In the category of body soaps, personality used plays a very important role in persuasion of buyers at least once to buy a product. Almost all body soaps commercial use personalities/ celebrities like Hema Malini and Madhuri Dixit endorsed Lux soap. For this, Lux used Tagline Beauty soap of film stars 5. It was also clear from results that there was a significant relationship between persuasion and keyword / caption of commercial. So it means that in order to fulfill the needs of innovations of consumers, advertisers repeat the same brands with the effective captions. 50

10 6. People prefer Dove and pears due to good quality first and then due to advertisement, Dettol with its medicated characters Lux and Fiama D' Wills comes are preferred after then. 12] Jayanthi Grace Ruby (30) (2014 ) conducted the research to identify the brand Preference of youngsters towards fairness creams. The research also examined the factors influencing consumers in preferring various brands of fairness creams. Fairness creams had become a vital product for the Indian FMCG companies in increasing their overall sales due to the importance given by Indian consumers towards fairness. India is a country known for its diversity in culture, religion, race, language and skin color. In recent years more importance is given to the outward personality of a person to come out with flying colors in their studies or work life or in getting the right partner which is evident from the advertisements that is being shown. The marketing strategies for achieving sales of the concerned product give the strongest possible competitive advantage. The major sector using fairness cream is youth or teenagers. There are so many brands available in fairness cream market in India. Hence, this research objective was to identify the brand preference of youngsters towards fairness creams. 13] Pradeep Agrawal and et al., (20) (2012) studied the insight of the effect of celebrity endorsement on the buying behaviour of the consumers. The objective of this study was to analyze the customer s perception regarding celebrity endorsement. The researcher had taken a sample size of 400 respondents. The primary research was conducted by the researcher by communicating with the respondents through a self designed questionnaire. Chi square test was used by the researcher to analyze the relationship between independent attribute and the level of impact of celebrity endorsement. The test of goodness of fit was conducted by setting up null and alternative Hypothesis. The finding extracted from the chi square statistics was that the celebrity 51

11 endorsement is an effective tool to affect positively the consumer s decision towards a product. Bollywood stars are still the rulers of the advertisement domain in India. Celebrity provides a higher degree of appeal, attention, recall and possibly purchase compared to those without celebrities. Celebrity endorsement decisively gives more visibility to the product endorsed. The masses still try to imbibe a style imitating the celebrities. The Brands, taking into consideration all the related factors, can make best use of either the Bollywood stars or Sports star to endorse their product. Endorsement may prove to be a landmine having a devastating impact on the profitability, product s future prospects and brand image. 14] G. Kavitha (3) (2006), the main purpose of the study was to analyze various techniques and the effectiveness of these techniques on women in the personal care products. The researcher has taken the total sample size of 300. The researcher had conducted an empirical study of students from Goa between the age group of years. The soap, shampoo and the cosmetics product were selected by the researcher. The study revealed the following findings: 1. The advertisements which had the highest recall were considered to be the best brand. 2. The technique of fear appeal works more effective than any other technique incase of soaps. As Hamam had the highest recall and was rated the best brand. 3. In case of shampoo, an emotional appeal played a greater role than celebrity endorsement as seen in case of Sunsilk. 4. In cosmetics segment, the feel good factor played an important role in the advertisements. As seem from the Lakme advertisements. 5. It was found that the ads which had the highest recall were not necessarily the ads that were best liked. 6. The study also revealed that in the soap category both the models and concept of advertisements were important. In the shampoo segment, the concepts of the advertisements were important. In the cosmetics 52

12 segment, more that the concept, respondents wanted good looking models and the advertisements to be attractive and appealing. 15] Ms. Shallu and et.al, (27) (2013 ) studied the Impact of Promotional Activities on Consumer Buying Behavior: A Study of Cosmetic Industry. The objective of the study was to identify the various factors that influence consumer buying behavior and purchase decision and to identify the various promotional activities and their importance used by the sellers in order to motivate the consumer buying behavior and purchase decision on cosmetic industry. Cosmetics are mixtures of surfactants, oils and other ingredients. The cosmetics industry in the world is a multi-billion dollar industry. This study was exploratory as well as descriptive in nature; findings were made through snap survey analysis of 200 consumers in the market, Purposive sampling was used by the researcher. It was analyzed from the study that promotional activities had positive effects on consumers, purchasing behavior or brand choice in cosmetic industry. The study also attempted to provide an in-depth analysis into the way different promotional factors that influenced the consumers decision-making processes. It was further revealed that the consumers do give importance to advertisement be it T.V or newspaper while choosing their brands. But reference group influence was also observed to be dominating; word of Mouth. The usage of celebrity endorsements had been confirmed to result in more favorable advertisement ratings and positive product evolutions. Marketers had heavily relied on different forms of promotional activities like celebrity endorsement, because they believed in its positive impact of assisting in improvement of brand awareness, brand equity, and even financial returns. 16] Michael Menasco and et al., (1) (1982 ) attempted to determine the persuasive impact of desirable and undesirable consequences of physical and social advertising appeals. A 2 x 2 x 2 factorial experiment involving 160 college students varied two products, deodorant vs. shampoo; desirability of the consequences of their use, promise of good outcomes for using the product vs. threat of bad outcomes for not using the product; and type of consequence, 53

13 physical outcomes vs. social outcomes were studied. Desirability of the consequences and type of consequence were between subject variables. Product was a within subject variable. When the participants arrived at the testing room, they were informed of the procedures involved and signed standard informed consent agreements. Each participant was then randomly assigned to watch one of the 4 video tapes on a monitor in a viewing booth. Immediately after viewing the tape, the participant s filled the questionnaire, were debriefed, paid their $1 and given a card entitling them to a free sample of either of the advertised products. There were 4 monitors in 4 separate booths allowing all four conditions to be run at each experimental session. Similar efforts were made to counter counterbalance for measured levels of self-esteem and social and physical fear. The experiment was run during a single week prior to the products advertised being widely available in the local market.to cut final production costs, four final tapes were produced, each containing 4 ads appropriate to each condition in fixed order, ad situations 1-4 for the physical consequences conditions and ad situations 5-8 for the social consequence condition. The principle dependent variables were measured with 10 point semantic differential type scales. Responses were coded from 0 to 9. The principal dependent variables measures for each product were: (1) preference for the advertised brand in comparison to other brands; (2) intentions to buy the brand; (3) how well the brand compares to other brands; (4) how believable the ads were; (5) how interested subjects were in more -information about the brand; (6) importance of product use; (7) likeliho od of experiencing usage situations seen in the advertisements; (8) how interesting the ads were; and (9) how comfortable subjects felt while viewing the advertisements. Several manipulation checks were obtained: (a) ratings of how the people in the commercials felt on a 10 point scale; (b) four recall measures of message content; (c) the subject's rating of the quality of results experienced by the people in the advertisements on a 5 point scale, from 1 equaling terrible to 5 54

14 equaling excellent and a similar rating of how the sponsor of the ad would evaluate the results experienced. These measures were obtained separately for the shampoo ads and the deodorant ads. The results for the two types of chronic fear were unexpected. Differences in social fear interacted with desirability of consequences, positive or negative, but not with type of consequence. The form of the interaction, however, was consistent across dependent measures. Those high in social fear were more persuaded by positive consequences than by negative ones, i.e., promises worked better than threats, while people low in social fear seemed to be more persuaded by negative consequences. For physical fear only type of consequences, physical or social produced differential responses. In the physical consequences condition, both physical fear groups responded somewhat similar while in the social consequences condition, preference and buying intention ratings were definitely lower among the high physical fear people. The findings, overall, suggest that segmentation of the potential audience by such personality characteristics may be worth considering when trying achieving optimal persuasive impact across the total audience. It also suggests that, within the range of the independent variables included in the experiment, the best appeal may depend on these audience characteristics. Since this range is not likely to be greatly exceeded in actual commercial advertising situations, these results have applied implications. Choosing the best appeal may require assessment of the predominant personality characteristics of the intended audience. From an applied perspective, the appeal which produces the best response is not always intuitively obvious. For instance, greater differences in response among those measured high and low in physical fear occurred in the social consequences conditions in comparison to the physical consequence conditions. 17] Dr. S. Saiganesh and et al., (23) (2013) pointed out the ways of engaging the audience in watching the advertisements and influencing them in reacting 55

15 to the communication. According to the researcher immense efforts and money is invested in attracting the audience. If the advertisements get unnoticed by the audience the efforts and investment becomes a vain. Therefore the researcher had pointed to exhibit the methods of engaging the audience and influencing them in purchasing the products. The objective of the research was to understand the behaviour of the audience and their preferences in watching television advertisements and to examine various features of television advertisements that engage the audiences and to position the selected television advertisements based on the attributes measured. The researcher had adopted convenience sampling method. The sample size for the study was 370 and the population was above 18 years of age. The researcher had taken ten television advertisements of the regional language (i.e. Tamil) and was shown to the res pondents and their opinion on those advertisements was drawn from them. The advertisements were on Fair & Lovely, Hamam, Lakme, Power soap, The researcher had selected from 20 popular regional ads and the respondents participated in the pilot study were asked to rank them. The questionnaire was distributed to 20 respondents for pretesting and pilot study was also conducted. Pretesting was done to ensure reliability and validity of the questionnaire. The research study was of descriptive type. Factor analysis was performed to extract the major factors influencing in viewing a television advertisement. In this research, to understand the perception of the audience on attributes of television advertisements, the sample respondents were interviewed with a set of 14 attributes. They were asked to rate the attributes in a five point scale from 1 to 5, (1 = strongly agree, 2 = agree, 3 = neutral, 4 = disagree and 5 = strongly disagree). From the results it was revealed Fair & Lovely had the combination of celebrity and effective visuals. The advertisements were positioned based on the strength of the dimensions were decided from the scores of group centroid functions. The study indicated that attractive advertisements were welcomed by the respondents. If the advertisements have likeable elements in it, they engage 56

16 the audience and had created the desired results. Animated advertisements, humorous advertisements and advertisements endorsed by celebrities created impact on audience and influenced them towards purchasing. 18] Kavita Karan (5) (2008 ) conducted the research to analyze the commercials that had created the enormous phenomenon and to find out how contemporary Indian women viewed them. For the advertising analysis, the researcher had recorded more than 30 television commercials from the national channel Doordarshan and two cable channels, Star Plus and Zee TV. The researcher had identified themes, examined the roles of women in the advertisements, looked at the physical settings for the product's use, and noted the results shown in the advertisements due to the use of the product. The results showed that the advertisements promised lighter skin, but also additional physical benefits, such as prevention of skin dryness, clearer skin, "natural" beauty, sunscreen protection, more radiant skin, and an "unbelievable glow to the skin." Almost all the creams affirmed that users would achieve "fairness" in four to six weeks. Nearly all the ads also promised social benefits. A majority featured courtship, engagement, or wedding scenes, but some promised jobs, family approval, and other positive outcomes. The Focus groups were conducted by the researcher in Hyderabad, Andhra Pradesh, a southern Indian state. Fairness cream advertising and usage were focused on southern Indians, as southern Indians have darker skin tones than northern Indians. The respondents were 35 young women living in urban areas. The researcher had selected two groups comprised of eight students each from junior and undergraduate colleges. The other two groups were comprised of 19 older working and non-working women. A majority of the respondents were from the middle class. The researcher had conducted the interviews to examine six major areas of interest: general opinions on fairness, problems associated with having dark skin, fairness as it relates to marriage prospects and careers, fairness as it relates to self-confidence and social status, recall of specific advertising for fairness creams, and belief in and use of the products. 57

17 All interviews were recorded but not videotaped by the researcher. The results revealed that with an admittedly limited group, women in India seem to be aware of an existing Indian belief that "fair is beautiful." The theme of the advertisements echoes the cultural message that: fairness is associated with increased marriage eligibility, greater physical attraction to men, career achievement, and an increase in status and confidence. There exists dissonance among the educated young women, who realize that beauty can be only skin deep and had examples of many successful women who are not fair, but who, in the end, cannot dismiss or change the societal expectations of the "white culture of India,". The fairness prejudices manifests itself from early childhood where there is discrimination at home, at school, college or in offices. Women agree to the fortune of being fair and advertising exploits this weakness., it is not the case that women are blindly using these products from complete gullibility. Instead, due to their own socially-constructed desire to look fair, many woman who claim to "know better" nevertheless buy these products. 19] Dr. D.Prasanna Kumar (26) (2013) pointed out the relationship between independent variables which are emotional response with attitudinal and behavioral aspect of consumer buying behaviour, by tapping the responses of 110 respondents. The basic objective of the study was to assess the advertising through attitudinal buying behavior of consumer and analyze the influence of advertising through buying behaviour on consumer. The objectives of the study were: 1. To study the impact of advertisements on the consumer segment. 2. To evaluate the role of advertisements in the common man s life. 3. To study factors affecting the consumer buying process with respect to advertisements. The convenient sampling method was used by the researcher. The data was collected by well developed, structured five point Likert Scale. The responses were fed into the Statistical Package for Social Science (SPSS) version 20.0 of IBM for analysis and evaluation. The questionnaire had been classified into two parts such as part I and part II. Part I explains the awareness 58

18 about the advertisements and the part two describes the recent purchase the customers had done with the help of the advertisements they had seen. The Likert scale had been considered which consisted of 5 point scale where 5 as strongly disagree and 1 as strongly agrees. Frequencies and cross tabulation had been calculated for the responses of the respondents. Chi Square test analysis was conducted on the data of part II in questionnaire. The result revealed that: 1. Ads will be able to change the opinion of the customers about the product. 2. Customers are likely to watch more of the ads which affect their opinion. 3. Advertisement will easily convince the customer for the product 4. Advertisements are the strong means of communication media to convey the intended message to the target group of customers 5. The ads should neither be long nor be too short. 6. They should be appealing and engaging the customers to involve in the advertisement. A purchase decision can be considered as an optimization process through which buyers seek the product or the brand that will yield the greatest satisfaction. The choice process can be considered as the search for the most satisfying trade-off among brands that possess desirable attributes at different levels. This view of the role of additional information in consumer purchase decision has implications for advertising. An advertisement reaching a potential buyer while the buyer is seeking information will have a greater impact, since the buyer is spared the time and effort needed to seek out this information himself and is less likely to turn to competing brand advertisements to obtain the additional information. In other words, buyers are generally more responsive to different brand advertisements while they are seeking information on these brands. 20] Syed Usman Izhar and et al., (10) (2011) conducted the research in order to measure the correlation and impact of deceptive beauty advertising with and 59

19 on the buying behaviour of the Punjab university students toward beauty products. The researcher had developed instrument which contained nineteen questions12 questions out of twenty one were the part of dependent variable and seven questions out of twenty one were the part of independent variable. Five point Likert scale was used and the response rate was %. Two variables were computed; buying behavior of university students towards beauty products was dependent variable; and deceptive beauty advertisements were independent variable. Descriptive statistics analysis was used in order to show the consequences and impact of descriptive beauty advertisements on the buying behavior of university students towards beauty products. The mean and standard deviations of each factor was calculated. Pearson s correlation technique was used to know the relationship between the deceptive beauty advertising and the buying behavior of university students towards beauty products. In the last, while determining the impact of deceptive beauty advertisements on the buying behavior of university students towards beauty products, model of linear regression was used. SPSS 16 was used for analyses and 5% level of significance was maintained in all the tests by the researcher. Positive and significant correlation and impact was found with and on the buying behavior of university students toward beauty products which means that the use of beauty products increases with the increase in deception in beauty products advertisements. 21] Whan Park and et al., (2) (1986) studied effect of the audience involvement with Television programs on their involvement with the commercials. Two different types of Television program, cognitive and affective, were experimentally created with three different levels of involvement. One hundred two female subjects were recruited from the general population for the experiment by the researcher. Two factors are examined in this study for the effects of the subjects' program involvement on their commercial involvement: the specific type of program involvement, and the intensity (level) of program involvement. The experimental design for this research was a 2 X 3 fixed effects model employing two types of viewer 60

20 involvement with the television program at three levels of involvement intensity. The subjects were randomly assigned to one of the six treatment conditions. Three different television commercials, all represent different brands of hair shampoo, were inserted for each program. Subjects' level of interest in watching daytime soap operas, talk shows, television, movies, and business news were measured on a 7-point scale. At a high level of involvement with the program subjects, involvement with commercials was reduced, compared with subjects who were moderately involved with the program. The curvilinear relationship between program involvement and involvement with the commercial suggests that high involvement with the program has a mitigating effect on subjects' involvement with the commercials. The results strongly support the debilitating effect of a higher audience program involvement (both cognitive and affective) on their involvement with the commercials. 22] Dr. Lokesh Sharma (33) (2014) studied the impact of TV advertisements on the buying behaviour of adult consumers on the basis of certain demographic factors. The efforts had also been made to provide workable suggestions to the advertisers and the marketers viewers watch television for entertainment and keep themselves abreast of current happenings. During this period, advertisements are passively consumed by them. The objective of the study was to measure the impact of TV advertisements on consumer buying behaviour. For this the researcher had prepared the questionnaire containing 20 items in order to meet the objective. Responses were recorded by the researcher on a 5 point Likert scale. The sample size was 840 respondents, 500 each for rural and urban areas. The area of study was the Haryana state. In all total responses of 840, 425 were from rural area and 415 were from urban area. Parametric tests like t- test and ANOVA had been used for data analysis, The data was analyzed through SPSS 20.0.The results revealed that adults strongly believe that the TV advertisements have considerably influenced their buying process. Data analysis reveals that rural respondents are found more influenced by advertisements in their product purchase decisions in comparison to the 61

21 urbanites. An interesting finding had been that most of the respondents are fond of watching TV advertisements, females being dominant. Another finding of the study was that the adults irrespective of their gender and area of residence strongly consider that TV advertisements had impact on their mind and the exposure to TV advertisements had not only enhanced their involvement in purchasing but had also resulted in increasing their frequency of purchase. 23] Vinod Kumar Bishnoi and et al., (9) (2009) aimed to establish whether the residential background of consumers had a varying influence on their buying decisions due to the influence of TV advertising. The study was conducted on 866 teenagers of Haryana of which 440 were rural and 426 were urban. The data was analyzed by applying counts, percentages, means and ANOVA. A multistage sampling method was adopted by the researcher. The study comprised of four districts of Haryana i.e. Hisar Administrative division, Rohtak Administrative division, Ambala Administrative division, Gurgaon Administrative division which were selected at random from all the administrative divisions. The data for urban respondents was collected from these districts. Further, two villages from each district were selected in such a manner that one village lies near to the city and the other lies far away from the city and also having senior secondary school. The nearness was considered up to 20 kilometers from the district. The researcher had collected the data from the respondents belonging to different walks of life, i.e. different gender, area of residence, educational standards, economic backgrounds and age groups. The study suggested that rural teenagers like television advertising more than their urban counterparts. TV advertising has enhanced their involvement in product selection and purchase, they prefer to buy TV advertised products and it is helpful in buying the new products. The urban teenagers do not buy TV advertised products if they do not require those brands. They also like the advertisements of the products that they are using and believe that products are as good as expected from TV advertisements. 62

22 24] P. Guru Ragavendran (7) (2009) carried out the study to estimate the current brand awareness and to suggest methods for improving the same. In this process, the socio economic stratum of women consumers was identified using socio economic classification grid during personal interview at individual households. The data was collected from the target audience of years age at 30 different places in target population through questionnaire. Pareto analysis was used by the researcher to know the quality problems of major attributes. Quality Function Deployment was deployed to relate the consumer voice and technical descriptors for quality improvements in the shampoo brand. The objectives of the study were: 1. To carry out the review of literature on brand, brand awareness and consumer behaviour. 2. To study the socio economic characteristics of women consumers in Bangalore. 3. To identify the factors influencing brand awareness of Chik and Chik Satin shampoo. 4. To identify and interpret the factors involved in quality and benefits offered in the shampoo product. 5. To know the impact of brand awareness in sales improvement of the shampoo product. The results revealed that, the major consumer expectations were quality, benefits offered and packaging of shampoo product. Based on the results obtained, measures were suggested to improve the brand awareness from 8% to 12.6% in target population. 25] Md. Ashaduzzaman (13) (2011) assessed the impact of Television advertisement on buying pattern of women as well as how it influenced to include the new product in the family list and also help to make better choice during shopping.the study was based on a survey of 460 randomly selected women from three places i.e. Dhanmondi R.A., Jhigatola, and Circular Road of Dhanmondi area in Dhaka City. Out of 460, 217, 161 and 82 respondents were interviewed respectively from Dhanmondi R.A., Jhigatola, and Circular Road 63

23 according to the population density. So the collected respondents by the researcher were from diverse age groups, marital status, education backgrounds, designations and professionalisms. The results revealed that advertisements play a vigorous role in familiarizing a new product in the family list and taking right decision during shopping. The study found that more frequency of television advertisement increases the product demand because when they observed an advertisement of a product or brand more and more, then they became inclined to purchase that product. They were of the opinion that Television advertisements helped women to make a better choice during shopping by providing enough information about the products or brands. The respondents also viewed that they preferred to buy the branded products shown in advertisement because they believed that branded products would offer the quality, benefits, ingredients and other facilities promised through advertisement messages. 74.3% of the respondents after watching Television advertisement want to buy the new brand introduced in the market and 66.3% are of the opinion that Television advertisements help them to make better choice during shopping. 26] Abdul Kader Nazmul (19) (2012) conducted a study in Dhaka city to point out that the beauty soaps are one of the popular consumable products in our regular life. The age of the respondents for the study was 18 years to 40 years and was from middle class and upper middle class of the society. Stage by stage sampling technique was used by the researcher for sample collection of data from 20 shops comprising of 12 local stationary shops, 6 mega shops and 2 shopping malls and above shops were selected at random. With the increase of demand of this product various marketers tried to invade the market by adding different features to formulate various market strategies to increase their own market share. The researcher tried to ascertain existing position in respect of some selected attributes of the different brands of beauty soaps in the market by using a five step process. The objectives of the study were: 64

24 1. To analysis of intensity of the product's current position in customers mind. 2. To collecting information from a sample of customers about their perception. 3. To give suggestions for formulating market strategy. 4. To understand product positioning approaches. 5. To identification of a set of determinant product attributes. 6. To judge the existing brands with their important attributes. 7. To determination of products current position in the product space. 8. To develop perceptual map on the basis of consumers perceptions. The study revealed that product position was the prior step of formulating market strategy for the product. According to the process the study first identified a set of 6 competitive brands via Lux, Lifebouy, Sandalina, Tibet, Keya and Camelia considering the demand of the brands. Ranking of die brands had been made on the basis of opinion of customers and traders. Moreover, influence of age in choosing the brand had been tested by the researcher by developing a contingency table and using X2 test. In the next step 6 attributes were selected by the researcher i.e. Size, Packaging, Price, Quality, Smell and Freshness to collect customer s perception of the brands. Then the study tried to ascertain the existing position of the brand perception in respect of selected attributes in the market. Findings of the study show that Lux occupied the best position in respect of all the attributes except the attribute price Sandalina and Lifebouy are in 2nd and 3 rd position in respect of most of the attributes. However to pinpoint the position of the brands in the market 6 perceptual maps were drawn by the researcher. These perceptual maps showed that some brands are in the position of head to head in respect of some particular attributes and some other attributes. Finally the study formulated some repositioning strategies for the brands on the basis perceptual maps. 27] Aniruddha Akarte and et al., (16) (2012) conducted study in Nagpur city to find out the behaviour of consumers, to analyze preference of consumers and consumers awareness. In this study the researcher had mainly focused on the 65