Effectiveness Of Advertising Through Different Media On Purchase Behaviour Of Ayurvedic Products

Abstract

In the recent years, consumption of ayurvedic products among the people in Chenani city has rapidly increased. The market of ayurvedic product is highly influenced by advertising. But the effectiveness level of advertising on buying behaviour of the consumers of ayurvedic products vary based on different media in which advertisements are given. In this view, the researcher studied the effectiveness of advertising in different media on purchase behaviour of the consumers towards ayurvedic products. The area of the study is Chennai city. The sample size of the study is 536 consumers selected using simple random sampling method. Primary data were collected using a well-structured questionnaire. The researcher applied the statistical tools of percentage analysis, mean, standard deviation, coefficient of variation, and correlation analysis for analyzing the data. The study found that television, radio, Instagram, and YouTube are perceived as the most effective advertising media, likely due to their visual, auditory, and interactive appeal. In contrast, traditional print media, particularly English newspapers, show diminished influence, reflecting changing consumer media preferences. The effectiveness of digital media varies across platforms, with engagement and user experience playing a critical role in determining their impact. It was also evidenced that socio-economic variables such as age and gender, as well as socio-economic factors like education, occupation, and income, significantly shape perceptions of advertising effectiveness across different media. In contrast, marital status, family type, and family size do not have a statistically significant influence.