Authors :
Manisha Gupta; Baljeet Saw
Volume/Issue :
Volume 9 - 2024, Issue 4 - April
Google Scholar :
https://tinyurl.com/3cujn8v9
Scribd :
https://tinyurl.com/2usvr4ju
DOI :
https://doi.org/10.38124/ijisrt/IJISRT24APR2196
Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.
Abstract :
This study investigates the effectiveness of
Tanishq Jewellery advertisements in influencing female
consumer behaviour. The research focuses on
understanding the impact of advertisements on women's
perceptions and purchasing decisions regarding Tanishq
Jewellery. A mixed-methods approach was employed,
combining qualitative and quantitative data collection
method.
Primary data was gathered through structured
questionnaires administered to a sample of female
consumers who have purchased Tanishq Jewellery.
Additionally, secondary data sources were utilized to
supplement the analysis.
Furthermore, the study reveals that while a
significant proportion of respondents believe that
Tanishq advertisements reflect the brand's values and
ethos, there is an opportunity to enhance consumer
connection by emphasizing these aspects further.
Overall, this study provides valuable insights into the
effectiveness of Tanishq Jewellery advertisements in
influencing female consumer behaviour and offers
actionable recommendations for enhancing advertising
strategies to drive brand growth and consumer
engagement.
Keywords :
Customer Perception, Tanishq Advertisement, Jewellery.
References :
- Mahsa Abayia and Behnaz Khoshtinat, “Study of the Impact of Advertising on Online Shopping Tendency for Airline Tickets by Considering Motivational Factors and Emotional Factors”, Procedia Economics and Finance, Vol. 36, pp. 532-539, 2004.
- Divya Bharathi and Dr. G.P. Ganesh, “Female Shopping Behaviour With Reference To The Branded Jewelleries: A Critical Analysis” 2018 JETIR August 2018, Volume 5, Issue 8 www.jetir.org (ISSN-2349-5162)
- Vijay Durga Prasad(May 2010), “A Study On Luxury Products Of Jewellery” Hallmarking in India: A Major Quality Initiative in the Largest Gold Jewellery Market in the World. International Journal of Marketing Studies Vol. 2, No. 1.
- R SUNDERARAJ: Impact of advertisement on buying behaviour of consumers in Sivakasi DOI: 10.21917/ijms.2018.0108
- Ashish Kumar and Poonam Gupta, “To Analyze Consumer Buying Behaviour and Preferences in the Home Appliances Market of Hailer”, International Journal of Engineering and Technical Research, Vol. 3, No. 4, pp. 132-140, 2015
This study investigates the effectiveness of
Tanishq Jewellery advertisements in influencing female
consumer behaviour. The research focuses on
understanding the impact of advertisements on women's
perceptions and purchasing decisions regarding Tanishq
Jewellery. A mixed-methods approach was employed,
combining qualitative and quantitative data collection
method.
Primary data was gathered through structured
questionnaires administered to a sample of female
consumers who have purchased Tanishq Jewellery.
Additionally, secondary data sources were utilized to
supplement the analysis.
Furthermore, the study reveals that while a
significant proportion of respondents believe that
Tanishq advertisements reflect the brand's values and
ethos, there is an opportunity to enhance consumer
connection by emphasizing these aspects further.
Overall, this study provides valuable insights into the
effectiveness of Tanishq Jewellery advertisements in
influencing female consumer behaviour and offers
actionable recommendations for enhancing advertising
strategies to drive brand growth and consumer
engagement.
Keywords :
Customer Perception, Tanishq Advertisement, Jewellery.
