Impact of Advertisements on Gold Ornaments among Housewives A study with reference to Madurai Region

Abstract

Advertising is an activity by which visual and oral messages are addressed to the general public. Its purpose is to inform or influence them in order to increase the sales of the advertised products. It is done with a view to sell the goods or services, offered by the advertiser. Women have achieved the status as consumers, deciders, influencers, buyers and users in consumer society. Investment in gold is an investment for ever. The most common form of investment in gold is ornaments. To assess the influence of advertisement on the attitudes of housewives attitude and also to know the advertisement newlineconcept fundamentally. In this study the researcher made an attempt to assess the influences of advertisements by analyzing the different stages of decision-making process according to the women for purchase of gold products and to focus which mode of advertisement is more informative to women and through whom they are more convinced about the products. For this analysis the researcher has applied various statistical tools such as Student t test, KW test, chi square test, ANOVA etc. newline newline