Volume : 3, Issue : 3, March - 2014

The Impact of Advertisement on Buying Behaviour of Women Consumer in Chennai City

S. Chandra Vathana Nila

Abstract :

 The purpose of this research is to investigate the impact of advertising on advertising attitudes and buying behavior of women consumer’s. This study is also focus on women consumer’s purchase intention towards advertisement based on age levels, gender and education levels The primary data for the study was collected through well structured questionnaire The target population was women consumer’s in the city of Chennai, 18 to 60 years old considered to be potential buyers of advertisement. The data was collected from 100 women consumer’s in Chennai city only. The results show a positive attitude towards advertisement which highly influenced their purchase intention. Data collected was analysed using SPSS 17 version. Various statistical tools like mean, standard deviation, t test and factor analysis were employed. The major findings are: (1) advertising have a significantly positive influence on advertising attitudes, and advertising attitudes have a significantly positive influence on buying behavior of women consumers.