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Effect of Advertisement on Consumer Buying Behaviour towards Bathing Soap

with Special Reference to Consumers in Kottayam District Kerala

Chapter · January 2016

DOI: 10.13140/RG.2.1.4653.5761

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Ajai Krishnan G.
Christ University, Bangalore
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Inter-Disciplinary Issues for Empowering TRADE, INDUSTRY
AND SOCIETY
ISBN: 978-93-85777-06-6

First Impression: 2016

Published by

EXCEL INDIA PUBLISHERS, New Delhi

 EFFECT OF ADVERTISEMENT ON CONSUMERS
BUYING BEHAVIOUR TOWARDS BATHING SOAP WITH SPECIAL
REFERENCE TO CONSUMERS IN KOTTAYAM DISTRICT KERALA

Ajai Krishnan G.1 and M. Nandhini2

1
Research Scholar, Karpagam Academy of Higher Eucation, Coimbatore, Tamilnadu
2
Research Guide, Karpagam Academy of Higher Eucation, Coimbatore, Tamilnadu
Email: 1ajaikgnair82@gmail.com, 2nandhini1817@gmail.com

ABSTRACT:
In today’s competitive world it is very much significant to know the mindset of consumers and
their intentions while choosing a product. Researches on advertisement effectiveness will help
the companies to know more about their advertisements impact on the consumers buying
behaviour. From the previous researches it is evident that bathing soap is among the highest
penetrated category within FMCG sector. So the industry is facing severe competition and high
level of brand proliferation. Prior to this research many researchers have established that
advertisement has an impact on the purchase behavior. The present study tries to evaluate the
influence of advertisement on consumers buying behavior while purchasing bathing soaps with
special reference to Kottayam District in Kerala. The study made use of primary and secondary
data. A well structured questionnaire was prepared to collect the data from the respondents. A
sample of 150 customers from Kottayam city of Kerala is collected from three residential areas
by using simple random sampling. Overall trend from the study is that advertisement was found
to be influencing the purchasing behaviour of consumers. The results elucidate that customers
are aggravated to purchase bathing soap because of the, advertisement, TOMA, word of mouth
publicity, personality, quality, price etc.

Key words: JEL Code-M31, Consumer Buying Behaviour, Advertisement Effectiveness, Top
of the Mind Awareness, Bathing Soap Purchasing.

Page: 260-271

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