Title: A STUDY ON ADVERTISEMENT LOYALTY AND ITS EFFECT ON
BUYING BEHAVIOUR IN CASE OF SELECTED COSMETICS
PRODUCTS IN THE STATE OF TAMIL NADU
Authors: Mr. S. LAVAKUMAR,
1Mr. S. LAVAKUMAR,
2DR.M.MOHAMED SIDDIK 1. RESEARCH SCHOLAR, DEPT. OF MANAGEMENT STUDIES,
RAJAGIRI DAWOOD BATCHA COLLEGE OF ARTS & SCIENCE 2. ASSISTANT PROFESSOR PG & RESEARCH DEPT.OF COMMERCE,
MLA 8 LAVAKUMAR, Mr. S., and DR.M.MOHAMED SIDDIK. "A STUDY ON ADVERTISEMENT LOYALTY AND ITS EFFECT ON BUYING BEHAVIOUR IN CASE OF SELECTED COSMETICS PRODUCTS IN THE STATE OF TAMIL NADU." Int. j. of Social Science and Economic Research, vol. 3, no. 12, Dec. 2018, pp. 6755-6765, ijsser.org/more2018.php?id=476. Accessed Dec. 2018.
APA LAVAKUMAR, M., & SIDDIK, D. (2018, December). A STUDY ON ADVERTISEMENT LOYALTY AND ITS EFFECT ON BUYING BEHAVIOUR IN CASE OF SELECTED COSMETICS PRODUCTS IN THE STATE OF TAMIL NADU. Int. j. of Social Science and Economic Research, 3(12), 6755-6765. Retrieved from ijsser.org/more2018.php?id=476
Chicago LAVAKUMAR, Mr. S., and DR.M.MOHAMED SIDDIK. "A STUDY ON ADVERTISEMENT LOYALTY AND ITS EFFECT ON BUYING BEHAVIOUR IN CASE OF SELECTED COSMETICS PRODUCTS IN THE STATE OF TAMIL NADU." Int. j. of Social Science and Economic Research 3, no. 12 (December 2018), 6755-6765. Accessed December, 2018. ijsser.org/more2018.php?id=476.
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Abstract: In the modern marketing environment consumers are becoming more and more demanding since
the market is glutted with endless product advertisements and their countless brands and offering
them rich choices. The purchase behaviour of the consumers for such advertisements is of
special interest to the marketer since these items are purchased repeatedly and it is this purchase
that results in generating volumes and profits. Advertisements loyal consumers as a matter of
fact, provide the basis for a stable and growing market share of a company. Therefore, interest of
marketers hover around the ways and means to develop and sustain advertisement allegiance for
their products and services. Creating advertisement loyalty in an overcrowded category is an
onerous task. However, in the Indian market it is not altogether impossible, if the success of
Hindustan Unilever, Titan, Amul, Maruti- Suzuki , Nirma, Airtel and many others is of any
indication. Against such a backdrop, the researcher has decided to undertake a study entailing a
comprehensive examination of the advertisement loyalty behavioural pattern of the women
skincare cosmetics consumers in the state of Tamilnadu.
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