Exploring the Effectiveness of Advertisements on Women's Consumer Behaviour – A Special Reference to Tanishq Jewellery

Manisha Gupta; Baljeet Saw1

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Publication Date: 2024/05/14

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.

DOI: https://doi.org/10.38124/ijisrt/IJISRT24APR2196

PDF: https://ijirst.demo4.arinfotech.co/assets/upload/files/IJISRT24APR2196.pdf

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