THE IMPACT OF THE CUSTOMER ADVERTISNG VALUE   AND PURCHASE    INTENTION TOWARDS THE TELEVISION ADVERTISMENT OF THE BEAUTY CARE PRODUCT IN UDUMALPET CITY

T. Muthaian, Dr. A. Malarvannan

Abstract In today the television advertisement plays a decisive role among consumers in the turnover of the sales to the company. Every company invests heavily in television advertisement to improve quick response to sales. The beauty and personal care product are very important usage things of the customer in day today life in the modern life style. This study was carried out to estimate advertisement value and purchase intention to suggest methods for improving the same. In this process, the socio economic stratum of men and women consumers was identified using socio economic classification grid during personal interview at individual households. The primary data was collected from the target audience of 15-55 years age at udumalpet city in target population through questionnaire. By random sampling method from 294 respondent. Correlation analysis and structural equation method was used to know the relation from advertising value and purchase intention between customer demographic profile toward television advertisement on purchase intention for the beauty care product . Keyword: advertising value, correlation structural equation method

Title:	THE IMPACT OF THE CUSTOMER ADVERTISNG VALUE AND PURCHASE INTENTION TOWARDS THE TELEVISION ADVERTISMENT OF THE BEAUTY CARE PRODUCT IN UDUMALPET CITY
Author Name:	T. Muthaian, Dr. A. Malarvannan
Abstract:	Abstract In today the television advertisement plays a decisive role among consumers in the turnover of the sales to the company. Every company invests heavily in television advertisement to improve quick response to sales. The beauty and personal care product are very important usage things of the customer in day today life in the modern life style. This study was carried out to estimate advertisement value and purchase intention to suggest methods for improving the same. In this process, the socio economic stratum of men and women consumers was identified using socio economic classification grid during personal interview at individual households. The primary data was collected from the target audience of 15-55 years age at udumalpet city in target population through questionnaire. By random sampling method from 294 respondent. Correlation analysis and structural equation method was used to know the relation from advertising value and purchase intention between customer demographic profile toward television advertisement on purchase intention for the beauty care product . Keyword: advertising value, correlation structural equation method
Cite this article:	T. Muthaian, Dr. A. Malarvannan , " THE IMPACT OF THE CUSTOMER ADVERTISNG VALUE AND PURCHASE INTENTION TOWARDS THE TELEVISION ADVERTISMENT OF THE BEAUTY CARE PRODUCT IN UDUMALPET CITY " , International Journal of Application or Innovation in Engineering & Management (IJAIEM), Volume 9, Issue 2, February 2020 , pp. 014-023 , ISSN 2319 - 4847.
Full Text [PDF] Home