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Budhia, Aditi (2008) The Effects of TV Advertising on Brand Switching with respect to Skin care products among the Indian youth. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

Abstract

Beauty and elegance is what everyone desires. People have different perceptions regarding what is beautiful and what is not. In recent years, the market has been bombarded with all sorts of different

products which help people look good. Skin conscious consumers mostly tend to be very loyal and satisfied with their facial products. But even satisfied consumers switch brands and try alternatives for

further satisfaction and for other reasons like price rise in the current brand, or promotional offers in other brands, or may be by suggestions from families, beauticians or friends. Here comes the big role of advertising. This project attempts to identify the role played by TV commercials on brand switching with respect to skin care products among the young Indians. In this paper firstly, the research context is

broadly discussed describing the present Indian scenario, providing figures of current demographical and illiteracy levels. The various FMCG companies with their varied skin care products and market share

have also been discussed. The literature review then provides theories as propounded by various authors and shares the findings researched in this subject. The research process being qualitative in nature helped

in interacting closely with the participants. The results indicated that TV commercials help in educating the mass about the product available in the market. Though it does not help the majority to switch and try other brands immediately, also because people are conscious with using different products on their skin, but it helps in recalling the brand when people want to switch and try others. Also, among other mediums, most people preferred watching TV commercials as it was considered to be most impactful. But, most of the educated participants also identified the influensive nature of TV commercials and hence chose to take opinion from their close ones too before buying anything new.

Item Type:	Dissertation (University of Nottingham only)
Keywords:	Advertising, Brand Switching, Indian youth, Skin care
Depositing User:	EP, Services
Date Deposited:	03 Feb 2009
Last Modified:	23 Jan 2018 17:37
URI:	https://eprints.nottingham.ac.uk/id/eprint/22394

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