Power of Advertising among Customers in Eastern Mumbai: A Research With Reference To Fashion and Cosmetics

Mr. Bhuvanesh. M, M. Arunkumar

Awareness, Appealing, Qualities, Advertising Strategies, Aesthetics.

Advertisements have been utilized for numerous years to sway the purchasing habits of consumers. Advertisements play a crucial role in generating awareness and perceptions among customers regarding cosmetic products; both of these factors form a potent combination to affect the purchasing habits of consumers. This specific study was carried out on 200 young males or females who use various cosmetic brands to examine the effect of advertisements on their purchasing behaviours while generating awareness and shaping perceptions. Correlation and regression analyses were employed to determine the connection between these factors. The results uncovered offer a new approach for managers to formulate effective strategies for marketing cosmetic products. These findings indicate that advertisements are highly effective in raising awareness among individuals, yet they fail to establish strong perceptions in the minds of consumers. Both of these factors, namely consumer awareness and consumer perceptions, will drive consumers to purchase a particular product, as there exists a positive relationship between them. The research domains were Eastern Mumbai (Kurla, Ghatkopar, Bhandup, Mulund, Vikhroli, Kanjurmarg, Powai, Chembur, Govandi, Mankhurd, and Trombay.)

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