A Study of Cross Cultural Impact of Western Advertisement on Representative Indian Youth With Reference to Select Product Categories

Abstract

Thesis Summary newlineThis thesis discusses the impact of cross-cultural western advertisement on Indian youth. In the first chapter of this thesis the researcher has comprehensibly troduced the topic with the explanation of all elated constructs. The general background, research problem, objective, rationale of the study, central motivational issues of the study, snapshot of methodology and newlinethe scope of research have been mentioned. newlineIn the second chapter, researcher has reviewed various literature on different issues covered in the research. The conceptual framework of the study is explained, detail about the newlineproduct category and critical appraisal of the study is mentioned, some key findings of literature review and research gap is also discussed. Further, in third chapter of the research detail of the industry on which the research is done, is covered. Industry overview, global industry overview, size of the industry, total newlinecontribution to the economy is elaborated. newlineChapter four includes the research methodology of the study where complete description of research design is given. This includes research approach, scales used for measurement of variables, Population of sample size, population determination and sampling method. Besides newlinethe two data collection method has also been included in this chapter. newlineChapter five describes the data analysis and interpretation. This chapter includes the diagrammatic representation and analysis of demographic profiling of respondents, reliability testing, validity testing, factor analysis for data reduction, regression analysis of variables and hypothesis testing is done. newlineFurthermore, chapter six comprise of findings and conclusion based on the study, suggestions given to the managers and the society and also researcher has highlighted the significance of the study. newlineThis study will help the advertisers to understand the attitude of Indian youth for the personal care products. Further, this study aids the advertisers in understanding the likeability newlinexvii newlineof Indian youth in the age