ADVERTISEMENT AND ITS IMPACT ON CONSUMER BUYING BEHAVIOUR ON HEALTHCARE PRODUCTS IN BANGALORE CITY

Ms, Suganthi Pais
2016 International Journal of Pharmaceutical Sciences and Business Management   unpublished
Advertisement is a powerful medium of mass communication, particularly TV advertisement. The need and importance of advertisement is increasing day by day because of mass production. All the companies want their products to be at the top in the market so the companies spend maximum on advertising, marketing and promoting their products. This project deals with the study on "Advertisement and its impact on consumer buying behaviour on healthcare products in BANGALORE CITY". The objective of the
more » ... e objective of the study is to analyse the impact of TV advertisements on healthcare products and the factors influencing the customers buying behaviour on healthcare product. The research design undertaken for the study was descriptive research and convenience sampling method is used and the sample size consist of 100 respondents. Simple percentage method, chi-square analysis, weighted average method and Correlation method was used to analyze the data collected and the results of the study shows that the advertisements has both positive and negative impact on the customers buying behaviour and most of the time advertisements mislead the customers in choosing their products. Introduction:
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