The Influence of Various Advertising Media (advertisements) on Buying Decisions (consumption pattern) among Young Women .

INTRODUCTION We can see and hear advertising everywhere: in store

windows, on the bill boards, through the radio, on the television, the internet, in our mail-box etc...!

Its situation is becoming more and more important. Advertising helps customer to choose which product is best or better than other product of the same kind. It also provides the customers information about their products, the cost, the version, the qualities, etc...

Instead of going out to the machine, where the products are made, people only have to stay at home, turn on the TV or radio or connect to the internet and take a look at the advertising channel .

Every year, billions of dollars are spent on advertising. But how these advertisements are affecting the buying decisions of consumers (in special reference to young women) is what we going to study here.

Research Objective

Here the research objective is to measure the influence of various advertisements and advertising media on buying decisions among young women in India. Young Women have become more health and beauty conscious,with more and more girls hitting the gym unlike earlier. This change has lead to maximum profits for the companies offering beauty and health products. They are making no stone unturned to grab the attention of young women and the tool available with them is ADVERTISING.

The use of social media with sites like Facebook and Twitter is impacting people fashion choices.

It is use to be that you watch department store commercials on television or see your favorite actor or actress in a movie wearing the latest fashions. These images often make the biggest impact on fashion choices and the impetus to run out to buy the latest trends in shoes, handbags, clothing and jewellery. Even, you are likely to be impacted by the images and comments made via social media.

Shilpa Shetty Endorsing Yoga as her fitness regime or Katrina Kaif endorsing beauty products has become quite popular among young women just due to various advertising media.

Apart from beauty and health products,other products also have considerable impact on buying decisions of young women. Just for an example it was observed that Sony Vaio laptops became quite popular among young girls just after an advertisement hit the television (where Kareena Kapoor was shown flaunting them in her own trendy and unique style).

Research Methodology Methods Used To Measure

Effectiveness of Advertisements : Types of Qualitative Research

Participant Observation In-depth interviews Focus groups

Methods Used To Measure Effectiveness of Advertisements : Types of Quantitative Research

Correlational Study Survey Ex-post Facto Study

Sample Questionnaire1. Your age o 16-21 o 21-26 o 26-31o 31-36o 36 and above

2. Which media gets your attention?o Printo Radioo Televisiono Word of mouth

3. how does an advertisement affect you? o recall o positive impression o interest o desire to purchase/explore

4. Does an advertisement urge you to try a new brand?

o yes o No

5. How often do you buy the same article/garment design as you see in the ad?

o always o most of the time o sometimes o Never

6. Does the picture of a famous personality in the tv ad make you think that?

o the product is of high quality o it must be expensive o the company must be big o the brand is facing intense competition o it does not affect you

7. Are you aware of the brand ‘MADAME’? o yes o No

8. which aspect of television ad is important to you? o models o background o theme o punch line o caption o Photography

9. Do you find radio ads attractive? o yes o no

DATA SUMMARY

Young girls are being deluged by media images of skinny models:

Girls are becoming weight conscious as young as 8 years old 80% of 9 year olds are on diets . Eating disorders have grown 400% since 1970 In a recent survey by Teen People magazine, 27% of the girls

felt that the media pressures them to have a perfect body. A 1996 poll conducted by Saatchi and Saatchi found that ads

made women fear being unattractive or old. By the time a young person is 17 years old, they have received

over 250,000 commercial messages through the media. 69% of girls in one study said that magazine models influence

their idea of a perfect body shape. Researchers are seeing an alarming increase in obsessive

weight training and the use of anabolic steroids & dietary supplements that promise bigger muscles and more stamina for lifting.

Studies are finding that boys, like girls, may turn to smoking to lose weight

Thus, it can be seen that Media Influence on Youth is affecting their buying decisions to considerable extent !!!!

Many young women say they get a lot of their information on health from the media, including magazines and entertainment TV. However, editorial content in magazines can be influenced by what the magazines advertisers like, so it’s hard to know whether what’s written (or not written) about health is really in the best interests of girls and women, or whether it’s influenced by advertisers' profit motives.)

While teen girls account for a large part of smokers and new smokers, movies starring teen idols and aimed at teens often show "cool characters" smoking. Today majority of movies show characters smoking. And it’s very rare that a movie will show any negative consequences for smoking

The stakes are huge. On the one hand, women who are insecure about their bodies are more likely to buy beauty products, new clothes, and diet aids. It is estimated that the diet industry alone is worth anywhere between 40 to 100 billion (U.S.) a year selling temporary weight loss (90 to 95% of dieters regain the lost weight). On the other hand, research indicates that exposure to images of thin, young, air-brushed female bodies is linked to depression, loss of self-esteem and the development of unhealthy eating habits in women and girls.

Advertising, it can be said, has a similar effect on our purchasing habits as our peer group does. Though nobody jumps in to say “I need that thing” just because the ad that had just been aired on TV is extremely attractive, but yes, sometimes, we may say “let’s try this brand, the ad on TV looks good.”

Conclusion Measuring the effectiveness of an ad is a really

complicated process. You should never rely on one data gathered through one method. Quantitative and Qualitative methods work hand in hand.

Unless you are a researcher, never rely on your own interpretation of the data. Specialists studied how to spot the relationship between data. If you refuse to get the help of a specialist, you might miss important points.

But from the study conducted ,we can conclude that advertisements have great influence on buying decisions among young women in India no matter what advertising media they use. Young Women do change their buying and consumption habits after getting to know about any new product which grab their attention.

BIBLIOGRAPHY WIKIPEDIA Naresh.K.Malhotra www.crisisconnectioninc.org http://my3q.com/survey/283/

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