Impact of cosmetic advertisements on customer perception: a study with reference to women in Bangalore city

In the current era of information explosion and the world of media, advertisements play a major role in changing the behavior and attitude of consumers towards the products shown in the advertisements. The advertisements not only change the way of product is consumed by user but alter the attitude with which they look at the product. All over the world, advertisements have been used since ages for a wide variety of brands.

For over the last two decades, a sharp increase in advertisements can be witnessed. Advertisements have great influence in purchasing decision of customers for particular brands. It is a ubiquitously accepted fact that advertisements can bestow special attributes upon a product or service that it may have lacked otherwise. The present study focuses on identifying the influence of advertisements on the consumer behavior and attitude with special reference to the cosmetic products on youth between 15 to 24 years of age.

In order to seek answers to the research problem a descriptive mode of research would be employed. The data base would be collected from primary and secondary sources. A two pronged approach is visualized for the study. The questionnaire would be tested through a pilot study. It is proposed to conduct the study in Bangalore District, Karnataka. A sample of 1000 respondents focusing on youth would be selected through a random sampling method. The data collected would be analysed using adequate statistical techniques. The recommendations of the research would help the companies and advertising firms to create healthier advertisements which would create a better cultural atmosphere in the country.