Volume : 11, Issue : 5, MAY 2025

EFFECT OF ADVERTISEMENT ON CONSUMER BEHAVIOR – WITH SPECIAL REFERENCE TO BEAUTY PRODUCTS

NISHA SACHDEVA, DR. NAMRATA GOLYAN

Abstract

This research paper investigates the impact of advertisement on consumer behavior, focusing specifically on beauty products. With the surge in digital and visual media platforms, advertising plays a crucial role in influencing consumer purchasing decisions. A structured questionnaire was used to collect data from 100 respondents, predominantly women aged 18–45. The study uses a hypothesis test (Chi-Square) to determine the relationship between frequency of advertisement exposure and purchase behavior. Findings reveal that advertisements significantly influence brand recall, product preference, and consumer buying decisions. The paper concludes with strategic recommendations for marketers.

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