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Authors
Affiliations
1 School of Mechanical Engineering, VIT University, Vellore, Tamil Nadu, IN
2 School of Social Sciences & Languages, VIT University, Vellore, Tamil Nadu, IN
Source
Asian Journal of Management, Vol 8, No 3 (2017), Pagination: 429-431
Abstract
The study examines the impact of advertisement on the buying behavior of customers towards fairness cream. Nowadays the fairness creams has a wider acceptance among the youth. A number of fairness creams are available in the Indian market and are widely advertised. The study has also taken an effort to understand the consumers’ perception towards the fairness cream and how advertisements influenced the brand choice of consumers. This study can be an eye opener for fairness cream producers for improving their prospective business in a better way.
Keywords
Advertisement, Behavior, Buyer. Consumer, Cream.
References
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- Rahbir Singh Pal, “Marketing and Consumer Behavior”, Deep and Deep Publications, New Delhi, 1989. 5. Philip Kotler, (2007), Marketing Management: Analysis, Planning and Control, Prentice Hall, New Delhi.
