A Micro Level Study on the Impact of Advertisement on Consumer Behaviour in Kerala

Abstract

The main aim of any business is to produce goods and services for sales and profit maximization. Businesses need to have adequate sales in order to cover all the cost and to get abnormal profit. For generating greater sales, business needs to market their product, price, place and promotion. Promotion is one of the factors that pressure sales advertising comes under the promotional mix. It is believed that through good support, businesses can generate greater sales by influencing consumer buying decision. Advertising plays an essential role in the modern society. Without advertising, an average consumer would not get product and market connected information. Advertising is a device of communication in market. It communicates all significant information about a product, its features and benefits to the targeted consumers. Without advertising, communication with customers is not possible. It is through advertising; customers are well informed about the special offers, price discounts, and gift vouchers of a product. Advertising is a means of informing as well as influencing people to purchase products and services through visual or oral message.