Rajashri Ramesh Chavan / Impact of Advt of Fair and Lovely on Student Customers in Satara IMPACT OF ADVT OF FAIR AND LOVELY ON STUDENT CUSTOMERS IN SATARA
Objectives: Fair and Lovely is a well-known brand of HUL, popular among the young generation in cosmetics. The company regularly emphasizes on the advertisement to attract the customer and to survive in changing competition. Earlier, it was a first popular established brand in cosmetics in fairness cream. Now a number of brands Nivea, Fairever, Olay, Vicco, Himani, Ponds etc. are competing with them. Therefore, there is need to assess the ad impact on the customers and to know their perception
... w their perception towards the product. Design/Methodology/Approach-The present research paper is field survey and based on primary data as well as secondary data. Primary data collected through the instrument schedule and other information availed from the internet. It was executed on 300 students at a college campus. Collected data analyzed with simple statistical tools viz. percentage, mean and standard deviation and presented with tabulation. Two hypotheses were set to test viz. H01: Gender and respondents' opinion are not significantly correlated. H 02: Gender and respondent' perception towards the product features' importance are not significantly correlated. Findings-Majority respondents were below 25 age, female respondents have a more positive reaction towards ad compare to male, female respondents are more like to purchase offered product in the advertisement. Respondents' television watching frequency is less than 2 hours in a week. Female watching frequency is more compared to male respondents. Respondents felt almost all product features important which are shown in the advertisement. Majority i.e. 76.67% opined that advertisement appeal to them and there is no gender difference in their opinion. They showed their interest to see the ad in near future. The null hypotheses are rejected and alternative hypotheses are accepted as. Gender and respondents' opinion are significantly correlated and gender and perception towards the product features' importance are significantly correlated. Limitations: The responses collected during 2014-15, responses were nothing but the perception of students, and it may change in future. The result which is obtained in selected area i.e. Satara may not be similar in other metro towns and small cities.