INFLUENCE OF ADVERTISING ON CONSUMER PURCHASING BEHAVIOR OF TOOTHPASTE BRANDS
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- NGN 3000
ABSTRACT
A television commercial, ad or TV spot is a compact short-term visual used by advertising to convey their messages to an audience through the electronic medium known as television. There is a hugely popular advertising medium in India. The purpose of the present study is to examine the effects of advertisement on consumer behavior on college students (N = 60).In addition to this consumer purchasing behavior towards toothpaste brands wre also checked our. These students are from PNBIIT, Gomti Nagar, Lucknow. This paper examines the role of advertisement towards purchasing behavior. A questionnaire has prepared to evaluate the effects of advertisement. The sample data has been collected from students, between 23-26 age group. As a whole five brands of toothpaste have been taken for the study, they are Colgate, Pepsodent, Oral-B, Sensodyne and Babool. Data collection were made in respect of how people connected with their advertisements. For result, frequency and percentage were used and presented in tabular format. These results exposed that advertisements help in choosing any particular brand and fluctuate consumers buying behavior. Results also revealed that consumers considered advertisement as a reliable source of knowledge as compared to others, (friend, neighbors, reference group) opinions. The most preferred brand’s ad is Colgate’s and second preferred brand’s ad is Pepsodent. Further, Oral-B’s ad effects more consumers than Sensodyne. Babool’s ad comes last
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