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Asian Journal of Management
Year : 2017, Volume : 8, Issue : 3
First page : ( 429) Last page : ( 431)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2017.00068.3

Impact of advertisement on buying behavior of customers towards fairness cream

Dr. Shekhar Suraj Kushe1,*, Dr. Jose Tony. P.2,*

1Asst. Professor (Sr.), School of Mechanical Engineering, VIT University, Vellore, Tamil Nadu, India.

2Asst. Professor, School of Social Sciences & Languages, VIT University, Vellore, Tamil Nadu, India.

*Corresponding Author E-mail: surajk.shekhar@vit.ac.in, surajkushe@gmail.com

** tony.jose@vit.ac.in, tonyjtony@gmail.com

Online published on 22 September, 2017.


The study examines the impact of advertisement on the buying behavior of customers towards fairness cream. Nowadays the fairness creams has a wider acceptance among the youth. A number of fairness creams are available in the Indian market and are widely advertised. The study has also taken an effort to understand the consumers’ perception towards the fairness cream and how advertisements influenced the brand choice of consumers. This study can be an eye opener for fairness cream producers for improving their prospective business in a better way.



Advertisement, Behavior, Buyer. Consumer, Cream.


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