Global Journal of Research in Management

Radha Vyas ¹, Gautam Parmar ²

Affiliations
1 Assistant Professor, D. R. Patel & R. B. Patel Commerce College and Bhaniben Chhimkabhai Patel BBA College, Surat, IN
2 Assistant Professor, ASPEE Agribusiness Management Institute, Navsari Agricultural University, Navsari, IN

Abstract

Television advertisements are the one of the important source for product promotion, with increase in the penetration of television and DTH (direct to home), it is become easy tool to reach to large number of population. Television advertising in India is the most popular advertising option. The present study was conducted to investigate role of television advertisement on cosmetic purchase among youth. The convenient sampling technique was used for the present study. To achieve objectives the 108 respondents were surveyed. The respondent’s average age was found 20.87 years ranging from 17 years to 40 years. The exploratory factor analysis was also carried out to know role of television advertisement on cosmetic purchase among youth. The factor analysis yielded three factors namely Psychological Impact of Advertising, Message Content and Perceived Influence power which explain 68.638 percent of total variance. The study will help out to marketers in designing promotional strategies for the cosmetic products.

Keywords

TV Advertisements, Ads, Cosmetic Purchase, Psychological Impact of Advertising.

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Gautam Parmar ¹, Raju M. Rathod ²

Affiliations
1 Assistant Professor, ASPEE Agribusiness Management Institute, Navsari Agricultural University, Navsari
2 Professor, G.H. Patel Institute of Business Management, Sardar Patel University, Vallabh Vidyanagar, IN

Abstract

Food is essential part of life and day to day need. It is basic need of human being. A country can be divided into rural and urban, and based on the orientation of rural and urban the living practices and lifestyle differs more or less extent. Being basic need food consumption is an important aspect on day to day life and how consumers of rural and urban differ? The present study aims to investigate the food consumption pattern in south Gujarat, to fulfill the objectives, the structured questionnaire was used. The data collected from the Surat and Valsad district of south Gujarat. The quota sampling technique was used and 100 respondents were surveyed. Out of 100 respondents surveyed 63 percent were male and 37 percent were female. Out of surveyed 100 respondents 29 percent were studied up to SSC/ITI level. Out of 100 respondents 31 percent were students whereas 29 percent were engaged in private job. Majority of respondents (65 percent) have monthly income below Rs 25000/- . The study found that food consumption pattern is independent of Gender. The significant difference found between rural and urban in case of consumption pattern for Beverages, Refreshments and fresh juice, pulses and green vegetables in the study area.

Keywords

Food Consumption Pattern, Rural and Urban India, Food Consumption Practices.

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