Impact of Advertisements on Demand for Fairness Products Among University Students in Pakistan

Abstract

One of the most important functions of TV advertisements is to create demand for products. TV advertisements influence youth towards buying behavior. The demand of beauty care products is rising in Pakistan and is experiencing high industrial market growth rate. In contemporary era, majority of fairness TV ads exaggerate the product benefits, which often results in rousing an inappropriate demand within the respective market. The repeated exposure (frequency) of advertisement helps to boost demand of products. This research, intended to study the impact of two respective factors, namely, the product claim and the extent of frequency of fairness TV ads. It also finds out which factor has a much stronger influence on demand for fairness products. The major findings of the study revealed that there is a strong impact of fairness TV ads on their demand among university students in Karachi (Pakistan). The TV ads for fairness products holds a lasting impact on the minds of consumers and consequently leads to stimulate their demand.