Volume : 11, Issue : 9, SEP 2025

IMPACT OF ADVERTISING ON CONSUMER PURCHASE DECISIONS: A COMPARATIVE STUDY OF TRADITIONAL AND DIGITAL MEDIA WITH SPECIAL REFERENCE TO BEAUTY PRODUCTS

NISHA SACHDEVA, DR. NAMRATA GOLYAN

Abstract

The role of advertisement in shaping consumer behavior has been widely recognized across industries, but its impact is particularly significant in the beauty and personal care sector. This study investigates how various forms of advertising—print, television, and digital platforms—affect consumer purchase decisions with reference to beauty products. A structured questionnaire was administered to 120 respondents from Sri Ganganagar District. The data was analyzed using descriptive statistics and hypothesis testing. The results indicate that digital advertisements have a stronger influence on purchase decisions than traditional media. The study highlights the importance of engaging content, celebrity endorsements, and perceived quality in enhancing consumer trust and buying behavior. The findings are useful for marketers, advertisers, and policymakers seeking to understand consumer psychology in the beauty products market.

Keywords

ADVERTISEMENT, CONSUMER BEHAVIOR, BEAUTY PRODUCTS, DIGITAL MARKETING, HYPOTHESIS TESTING.

Article : Download PDF

Cite This Article

IESRJ

International Educational Scientific Research Journal

E-ISSN: 2455-295X

International Indexed Journal | Multi-Disciplinary Refereed Research Journal

ISSN: 2455-295X

Peer-Reviewed Journal - Equivalent to UGC Approved Journal

Peer-Reviewed Journal

Article No : 19

Number of Downloads : 401

References

  1. Kotler, P. (2015). Marketing Management. Pearson Education.
  2. Belch, G. E., & Belch, M. A. (2016). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill.
  3. Kumar, R., & Rani, S. (2018). Influence of Advertising Appeals on Consumer Behavior. Indian Journal of Marketing, 48(2), 22–35.
  4. Sharma, V. (2020). Digital Advertising and Consumer Buying Behavior. Journal of Business Studies, 12(1), 67–78.
  5. Patel, H., & Mehta, R. (2022). Celebrity Endorsement and Consumer Decision Making. Global Journal of Management and Business Research, 18(5), 45–59.
  6. Gupta, A., & Arora, N. (2019). Traditional vs. Digital Advertising: A Study of Indian Consumers. International Journal of Marketing Research, 11(3), 55–70.
  7. Chaudhary, P. (2021). Impact of Advertising Messages on Consumer Aspirations. Asian Journal of Management Research, 13(2), 101–115.
  8. Nielsen. (2022). Consumer Insights Report on Digital Advertising in India. Nielsen India.
  9. Smith, P. R., & Taylor, J. (2017). Marketing Communications: A Brand Narrative Approach. Kogan Page.
  10. Bansal, K., & Kaur, J. (2023). Cultural Appeals in Beauty Product Advertising and Consumer Response in India. Indian Journal of Commerce and Management Studies, 14(1), 88–97.