Volume : 11, Issue : 3, MAR 2025
CAPITALIZING ON BUSINESS DEVELOPMENT AND CHALLENGES IN THE DIGITAL ERA RESEARCHED BY STUDENTS, PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE MADURAI.
A STUDY ON IMPACT OF ADVERTISING ON CONSUMER'S ACCEPTABILITY OF NEW PRODUCT IN MADURAI CITY
SIVAPRIYA.V, DR.ISWARYALAKSHMI.P.
Abstract
Advertising plays a pivotal role in influencing consumer behavior, especially in the acceptance of new products. This study explores the impact of advertising on consumer's acceptability of new products in Madurai city, a region known for its rich cultural heritage and evolving market landscape. The paper aims to assess how different advertising strategies, including message content, media channels, emotional appeal, and frequency, affect consumer awareness and purchasing decisions. The study adopts a descriptive research design, utilizing both primary and secondary data. Primary data is collected through structured questionnaires from a stratified sample of consumers across various demographic categories such as age, gender, income, and education. Thispaper also highlights the effectiveness of traditional advertising methods like television and print media compared to digital platforms such as social media and online advertisements. The study provides valuable insights for businesses and marketers to develop targeted advertising campaigns that align with the preferences and expectations of consumers in Madurai city. The research contributes to a deeper understanding of how advertising impacts consumer behavior in a semi-urban market, offering recommendations for enhancing the success rate of new product launches.
Keywords
ADVERTISING, CONSUMER ACCEPTABILITY, NEW PRODUCT, CONSUMER BEHAVIOR, MARKETING STRATEGIES.
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References
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