Analyzing the impact of tv advertisements on buying behavior of cosmetics in Nagpur City

Advertisements in TV and the print media such as newspaper and magazines, especially women's magazines, are very common. Samples of toiletries products are distributed to individual households and products in sachet form are attached to magazines. Free gifts are given during promotion periods and are advertised in the local major newspapers and on the web. According to the industry, the market is saturated with many different types of products, and in the long run, established brands that emphasize quality and service will have the edge. This research has provided insights into consumer buying behavior of cosmetics in the Nagpur city. Marketers agree that developing an understanding of target customers and segments are important inputs in differentiating products and enhancing selling propensity. Age and source of brand information is statistically significant. Quality is the main criterion for purchase of cosmetics among all the age groups while some of the teenagers and upper middle aged were price conscious.