Role of mass media advertisements on the purchase behaviour of Urban homemakers

Present study was taken up on randomly selected 160 respondents (80 each from high and middle income groups) from four localities of Ludhiana City. The findings of the study revealed that respondents from both the income group categories were influenced to a great extent by the information about sales, discounts and new products given in the newspaper advertisements. The respondents gave I rank to the factor that magazine advertisements were “informative” and II rank to the factor that these advertisements were “attractive”. Information about local products obtained 1^st rank in case of pamphlets and leaflets by both the income groups. Both the income groups gave I rank to the factor “outdoor displays catch attention”. Overall I rank was awarded to the factor that direct mails were attractive, interesting and convincing. The factor that brochures and TV advertisements give lasting impression was ranked I by high as well as middle-income group respondents. In exhibitions and fairs, the factor that one can see the product and its working gained overall I rank.