In the present era of competition the very existence of any business is depends upon its customer bank (Kotler, 1983). Customer is the king in the present business world. So in order to make them aware about the product and induce them to purchase that product, advertisement is the best way (Kotler, 2007).It acts as a backbone of commerce and industry .It is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action (Gupta,1997).

Fairness creams have a huge market in India, both urban and rural (Rahbir,1989). As of mid-2006, FMCG major Hindustan Lever Ltd (HLL) launched its flagship brands Fair and Lovely anti-marks and ayurvedic creams in domestic markets, Emami Ltd and Cavin Kare geared up to export their fairness brands to African and Asian countries. Godrej Consumer Products Ltd (GCPL) is extending the global reach of its brand Fair Glow to the UK and the Middle East. In the Rs 950-crore market for fairness products, the colour of competition is intensifying as major players are chalking out fresh game plans to woo complexion-conscious consumers across the globe. According to industry analysts, Indian FMCG majors are now eyeing global markets after establishing their fairness brands in domestic markets. Cashing in on the craze for fair skin, FMCG majors are now extending their global reach to Asian and African markets. In India, the sector had registered 42% growth in 2016, say analysts. As part of its export strategy, swadeshi major Emami Ltd is gearing up to take its fairness brand Fair and Handsome to Asian and African markets. Fair and Lovely fairness cream, with a penetration of 75%, accounts for 60% of the skin care market in rural India. It also enjoys the undistinguished patronage of 58% of its user households. Both Pond’s and Fair and Lovely are enjoying a monopoly in the rural markets in their respective categories. This study tries to find out the impact of advertisement on the buying behavior of customers towards fairness cream. Nowadays the fairness creams has a wider acceptance among the youth. A number of fairness creams are available in the Indian market and are widely advertised. The study has also taken an effort to understand the consumers’ perception towards the fairness cream and how advertisements influenced the brand choice of consumers. This study can be an eye opener for fairness cream producers for improving their prospective business in a better way.

SCOPE OF THE STUDY:

The scopes of this study It covers almost all fairness creams in the Indian market. It shows the extent to which the advertisements influence the buying behavior.

SIGNIFICANCE OF THE STUDY:

This study is significant in the fact that advertisements have a great role in persuading the customers to purchase the product. Further, fairness creams have a wider acceptance among the youth.

METHODOLOGY:

OBJECTIVES:

· To identify the impact of advertisement on consumer buying behavior towards fairness creams.

· To know about the consumer perception towards fairness cream.

· To study the impact of advertisement on brands choice of fairness cream.

HYPOTHESES:

H1: Advertisements have no effect towards purchase behavior of fairness creams.

H2: There is no significant difference in consumers perception of ‘advertisements attracting a brand’ as far as the gender of the respondents is considered.

RESEARCH DESIGN:

This study used a descriptive type of research design (Kothari,2007). A University campus was purposively selected for this study as the target audience was youths. Out of total population of the students, 25 respondent where chosen conveniently for conducting the study. The respondents were provided with well-structured questionnaires. Questionnaire was developed by searching different questionnaires relating to the topic of the study. Questionnaires were given to 12 males and 13 females. The data collected were quantified and tabulated for statistical analysis by using SPSS. Statistical tool Chi Square was used to interpret the hypotheses.

DATA ANALYSIS AND INTERPRETATION:

Data analysis was carried out by Chi Square tests. The first hypothesis was rejected since the p value was =.000 which was less than the expected value of 0.05. Hence it was concluded that advertisements had positive effect towards purchase behavior of fairness creams. In the second case the p value was found to be 0.327 which was greater than the expected value of 0.05. Hence H2 was accepted. Hence it was concluded that there was no significant difference in consumer’s perception of ‘advertisements attracting a brand’ as far as the gender of the respondents is considered.

FINDINGS:

• Most of the consumers had an opinion that fairness cream helped to add their beauty.

• Most of the consumers bought the fairness cream as the result of advertisement and keeping in mind the factors like price and quality.

• Most of the respondent gave first rank to the quality rather than advertisement.

• Friends and media played an important role in making customer awareness about fairness cream.

• This study also found out that men were also using fairness cream at large.

• Advertisement attracted consumers to try out new brands. In advertisement, celebrities influenced the consumers’ the most.

• Most of the respondent bought the fairness cream if it was endorsed by their favorite actor.

• Most of the people didn’t know how much time the impact of advertisement lasted on them.

• Most of the customers were not ready to buy the product if there was no advertisement.

CONCLUSION:

This study was conducted to find out the impact of advertisement on consumer buying behavior of fairness cream. It was concluded that there was a positive relationship between advertisement and buying behavior of fairness cream.

LIMITATIONS:

• Sample size was small.

• Included only youths

• Study was limited only to a University.

• Time constraints

RECOMMENDATIONS:

• Marketers to give more importance to advertisements since advertisements have greater role in attracting the customers towards a particular product. This will help in quicker sales and generating profit.

• Quality must be enlightened along with the advertisement.

FUTURE SCOPE OF STUDY:

• Engaging larger samples

• Including diverse age groups

• Expanding the area of study

REFERENCE:

1. Gupta, S.P., “Statistical Method”, Sultan Chand and Sons, 1997.

2. Kothari, C. R., “Research Methodology, Methods and Techniques”, Second Edition, Wiashwa Prakasham New Age International Publications(P) Ltd., New Delhi, 2000.

3. Philip Kotler, ”Principles of Marketing”, Prentice Hall of India Private Limited, New Delhi, 1983.

4. Rahbir Singh Pal, “Marketing and Consumer Behavior”, Deep and Deep Publications, New Delhi, 1989. 5. Philip Kotler, (2007), Marketing Management: Analysis, Planning and Control, Prentice Hall, New Delhi.

Received on 18.04.2017 Modified on 29.04.2017

Asian J. Management; 2017; 8(3):429-431.

DOI: 10.5958/2321-5763.2017.00068.3