Impact of media on consumer buying behaviour: A study of herbal products of skin care and hair care

Understanding the relative effectiveness of different media for marketing communications has always been challenging. However, the recent emergence of the internet has further complicated decisions about how to allocate resources across media. In this study we examined four media, including traditional mass media like television, mail and radio, as well as new digital media such as the internet. Using a designed experiment, we judged the relative effectiveness of the four media in eliciting a response to two segments of herbal cosmetics (Skin care and Herbal care). ANOVA test and KMO and Bartlett's Test had been used in the study. Our results showed that Television continues to be most receptive to traditional media. The internet is much less effective as channels for generating a response to a marketing communication in Chandigarh and Mohali Region of India.