A study on impact of media on consumer behaviour in dindigul

Abstract

India is the second largest consumer market in the world with consumer spending in the country projected to more than double by 2025 and broadly categorized into urban and rural markets. The Government of India has also played a significant role in the growth of the Indian consumer segment. The consumer durables market is projected to expand at a Compound Annual Growth Rate (CAGR) of 14.8 per cent, from US$ 7.3 billion in FY12 to US$ 12.5 billion in FY15.The arrival of social media has transformed traditional one-way communication into multi-dimensional, two-way communication. Social media platforms offer an opportunity for customers to interact with other consumers; thus, companies are no longer the sole source of brand communication. Advertising helps to increase brand awareness, brand equity, sales and image enhancement, an information tool, and has the ability to increase consumer loyalty. The purpose of this research is to address the previously noted gaps in our knowledge regarding media influence on consumer behaviour. Big firms like Sony, TATA, Whirlpool and HP etc. are investing more in the Indian consumer markets. Thus, the need is to build a sense of attachment towards the advertisement, which goes beyond the inducements and directly links the customer to the product. The results of this study will provide pioneering insight into the study of media effectiveness in Dindigul. The main aim of media advertising is to impact on buying behavior. Hence, all companies are trying to retain their existing customers. This is possible only when the companies create a brand loyalty among the customers. The consumers are also using and buying the products at frequent interval. They are having so many alternatives, choices and brands. Hence, it is very difficult to establish the loyalty among customers in durable market. newline