Impact of Fashion Advertisements on Indian Youth

Advertisementis impressionable. Researchers have proved in past, that advertisement can have a significant impact on the consumers. In this challenging environment a company needs to promote its merchandise or the product in such a way that customers can distinguish between that product and the competitors and also get attracted towards it in order to buy it. This study evaluates the impact of fashion advertisement on youth. A majority of merchandise that we buy in routine are primarily fashion merchandise, be it clothing, accessories, foot-ware or handbags. This study specifically aims to find the gender preferences towards particular T.V advertisement and to find out the mean variables that tells us about youth's buying behaviour. A sample pool of 60 students was drawn from the colleges of Chandigarh affiliated to Panjab University. A structured questionnaire of 30 items focussing on the impact of advertisement on youth was developed by the investigator. This was further divided into two sections. In accordance with the nature of data and the need of the study to test the research questions, percentages, chi-square and f-test was used to calculate the data. In this study it was concluded that males and females watch TV advertisements in equal proportions. Both males and females spend equal time on watching TV advertisements. There is a significant difference between the fashion advertisement strategy and youth buying behaviour.