Effects of Advertising on Consumer Buying Behaviour: With Reference to Demand for Cosmetic Products in Bangalore, India

Abstract

The study seeks to examine the effects of advertising on consumer buying behaviour considering demand for cosmetic products by residents in and around Nagarabhavi, Bangalore. Using a sample of 100 respondents of mostly the young, we ran regressions and found that advertising does influence expenses incurred on cosmetics products but much influence on the purchase of cosmetic products results from one’s income or pocket money available, and other factors like price of the product, the brand and other people’s recommendation concerning the product. We concluded that, advertising satisfies the needs of the firm and the wishes of consumers. Its role cannot be replaced by any other means. Therefore firms must strategize and know when and where they should advertise. The consumers need to be informed about products and until that is done, the products of firms will still be in stores with no demand for them.

JEL Classification: M37, D12

Keywords: Advertising--impact, Consumer behaviour--Bangalore, Cosmetic products—demand, Cosmetics demand—Bangalore