Impact of advertising on consumer behaviour with special reference to four selected washing products in Shimla district of Himachal Pradesh

The study attempts to analyze the impact of advertising on consumer buying behaviour. Market provides a key to gain actual success only to those brands which match best to the current environment i.e." imperative" which can be delivered what are the people needs and they are ready to buy at the right time without any delay. The study, based on an analytical approach on a survey of 100 randomly selected consumers in Shimla city, examined the role played by advertising and media in influencing consumers buying behaviour for four selected washing products i.e Nirma, Tide, surf exel, and Rin. After analysis Results reveal that consumers are highly influenced by advertising in their preference for the brand. Out of these four detergents Surf Excel was the most popular and its advertisement could be easily recalled, remembered and understood by majority of respondents. Out of the media used for advertisement television was the most popular and effective method for promoting a particular brand. The major reasons for this preference are its attractive advertising policy and rich quality. But it was also seen that excess repetition of advertisements cause irritation in the minds of the consumer. The creative presentation and language of surf excel advertisements among selected washing product are successful to convey Message, Emotion, Value system regarding the product. The study clearly reveals that the advertisement has its impact on buying behaviour of consumers. Therefore, it is advisable to companies to emphasize their advertisement campaign not only to retain their market but to height it also.