“TO STUDY THE INFLUENCE OF ATTRACTIVE ADVERTISEMENT ON BUYING BEHAVIOR OF YOUNG GIRL STUDENTS OF MANAGEMENT INSTITUTES WITH SPECIAL REFERENCE TO COSMETIC IN PUNE CITY”

Abstract

This study is focused on the buying behavior of the young girl students which is been influence by the advertisement. Television advertising presents a high effect the young girls whereas television advertising has become an essential part of modern society. Advertisements are the influencing factor for the buying behaviors of the consumers from last many years. Advertisements helps in creating cosmetics fashion awareness and perception among the customers of cosmetic products. This all ultimately influence the buying behaviors of the consumers. This particular piece of research was conducted on the 150 young girl student from different Management Institutes in Pune city who use different brands of cosmetics and how advertisements influence on their buying pattern while creating the awareness and building the perceptions. It was seen that advertisement plays a very important role in introducing a new product or brand in to the market, which helps the customers to buy the better choice product during shopping. It was found the market for the cosmetic products are highly competitive. People can perceive the quality of the products by gathering the information which they usually get through advertisements. The perception of the quality, awareness of the product and consumer opinion drives the consumer buying decision. Study critically evaluates these factors which shape the buying behavior and provides the deep insights towards the role of advertisements shaping the consumer behavior.