Attitude Towards Cosmetic Products Advertisements in Television Among Youth

Abstract

Television has held the title of the largest mass medium used for advertising for more than 60 years, and that designation has not been overtaken even with the growth of the internet. Television is an important component of a media plan because of its pervasiveness, impact and targeting abilities. Television and advertising together present a lethal combination and has become an integral part of modern society. It is the most convenient route to reach to youth consumers. These categories of consumers are manipulated by advertisement promise that the product will do something special for them which will transform their life. The present study was conducted on 100 youth customers, within the age group of 15 to 29, to know the impact of T.V. advertisement on their buying behaviour. The results revealed the importance of TV advertisement on the buying behaviour of youth. The results of the study indicate that the respondents consider TV advertisements as extremely important, there is no significant difference among the gender and the preferred medium of advertisements, there is no significant difference in the influence of television advertisements among the various age groups of respondents, that there is no significant difference in the influence of television advertisements among the various income groups of respondents, a significant difference the influence of TV Advertisements among gender.

Keywords: Television, Advertisements, Buying Behaviour, Youth, Cosmetics

JEL Classification: M30