The impact of Advertising on Consumer Brand choice

Abstract

The present research was conducted to study the impact of brand advertisement on the adoption of advertised brands of items of daily use by the consumers. A sample of Upper Middle class women mostly from the university hostel was drawn by following stratified sampling procedure. Interviewing schedule was used for the collection of data. In this study an attempt was made to test whether or not there was a relationship between the reinforcement and adoption of that advertised brand. Majority of the respondents a little less than one half of them were highly educated. Family income of Rs. 50000-120000 showing MIDDLE CLASS. Majority of respondents watched television for 1-2 hours. Majority of respondents watched it daily. According to this study peak times are 5:30-9:00 PM as majority of the respondents watch T.V at this time. When respondents were asked about commercials of cosmetics then majority of respondents named commercials of daily usable items which included cosmetic products. These were Lux, Dove Soap, Fair & Lovely Fairness cream, Pantene shampoo and Sunsilk shampoo respectively. It could be said that above mentioned commercials were popular among respondents. The following research hypothesis was formulated that the greater the reinforcement provided by advertisements of products the greater is their adoption. The hypothesis is tested by a percentage difference to data and it was accepted. A positive association between the level of reinforcement and the level of adoption was observed.