Knitwear Fashion Essay

IMPACT OF ADVERTISEMENT AND BUYING BEHEVIOUR OF YOUTH IN TIRUPUR CITY WITH SPECIAL REFERENCE TO GARMENT OUTFITS

T. Sreerekha*1 , P.Venkatesh*2
*1 Assistant Professor, Management, NIFT - Tea College of Knitwear Fashion,
Tirupur – 06, INDIA
*2B.Sc AMM 3rd year NIFT - Tea College of Knitwear Fashion, Tirupur – 06,
INDIA.
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ABSTRACT
Consumers are final end users of products. They keep the production cycle moving. Consumers do play a vital role in the economic system of any nation, thus, any nation will face crisis if consumers don’t have the effective demand for goods produced. The paradigm of economics is that consumers will maximize their own utility and will prefer low-costs, high quality products to high priced, added

How much of a good demanded, depends on the satisfaction the consumer gains from spending extra money on the good. Rational consumers will spend on a good till their gains equal the cost they pay for the product. Thus where MUP=MCP (Sloman and Wride, 2007) Advertising is the mass publicity of a product. It involves creating awareness of a product’s uses and benefits to others. Doing this makes a product available to those in need of them and this satisfies the needs of the advertiser; increasing sales. According to Cohen, advertising is a business activity that employs creative techniques to design persuasive communication in mass media that promote ideas, goods, and services in a manner consistent with the achievement of the advertiser‘s objective, the delivery of consumer satisfaction and the development of social and economic welfare. (Cohen, 1988) From Cohen’s definition, it can be found that advertising satisfies 3 objectives; to increase sales of the firms, to guarantee consumers a great deal of service and finally to ensure the social and economic welfare of society. Advertising is seen in various ways. One encounters them mostly while watching television, reading magazines and newspapers, surfing the internet, and on the radio or even simply while walking down the street (Sharma and Sharma, 2009). Advertising has thus, a stimulating influence on the purchasing behaviour of the consumers. Advertising are most effective on products that have intrinsic qualities. These qualities are not known at the time of purchase and it takes one to discover this upon using the product. Also, when there is a substantial chance of differentiating a product, it best suits to advertise on that product. Again, when there is a strong emotional purchasing motive such as to protect health or enhance social