Impact of Brand Image and Advertisement on Consumer Buying Behavior Comparative Study on Rural and Urban Consumers

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1 ISSN : (Online) International Journal of Research in Management & Impact of Brand Image and Advertisement on Consumer Buying Behavior Comparative Study on Rural and Urban Consumers Dr. R. Sivanesan Asst. Prof. in Commerce, St. Jerome s College, Anandhanadarkudy, Kanyakumari District, Tamilnadu, India Abstract Brand image and advertisement play a crucial role to boost up any business performance as brand image is an implied tool which can positively change people s buying behaviors and advertisement is behaving as a driving force for any business as it s an effective source to convey your message and stay in customer s mind. The purpose of this study is to examine the impact of brand image and advertisement on consumer buying behavior in the kanyakumari district of Tamilnadu. Interview schedule was used to collect the data by using judgmental sampling technique. A sample of 200 were selected (100 rural and 100 urban ). Findings show that brand image and advertisement have strong positive influence and significant relationship with Consumer buying behavior. People perceive the brand image with positive attitude. Study depicted that in kanyakumari district are more conscious about their social status so they prefer branded products and advertisement affects their Consumer Buying Behavior positively. In the last of article limitations of research, implications and suggestions for further research also included. Keywords Brand, Advertisement, Impact, Rural consumers, Urban Consumers. Introduction Advertising is any paid form of non-personal communication about an organization or its product to a target audience through a mass/ broadcast medium by an identified sponsor. It should be observed that for any promotional activity to be called advertisement it must be paid for. In the real sense, it is the method used by companies for creating awareness of their products, as well as making new products known to the new and potential consumers. This work will shed light on how advertising can really affect a consumer s buying decisions in a growing economy like that of Nigeria and how successful advertising can keep businesses going even in the midst a tough competition. More so, advertising as a promotional tool also tends to remind, reassure and influence the decisions of the consumers because an advertisement itself enlightens, educates, and persuades consumers on their acceptability of the product offering. Advertisement in such a media as print (newspaper, magazines, billboards, flyers) or broadcast (radio, television) typically consist of pictures, headlines, information about the product and occasionally a response coupon. Broadcast advertisement on the other hand consists of an audio or video narrative that can range from 15 seconds spots to longer segments known as infomercials, which generally last 30 to 60 minutes. Advertisements can also be seen on the seats of grocery carts, on the wall of airport walkways, on the sides of buses, airplane and train. Advertisements are usually placed anywhere an audience can easily and/or frequently an access visual and/or video. (Busari 2002) There was a time in 60s and 70s when the main target audience of advertisers were house-wives but this gave way to youth being the target of the ads. The focus then shifted to children, which continues even today. Today, rural and urban people can be seen in ads which are not at all FMCG products. Advertisements do have great impact on rural and urban consumers whether it is decision of purchasing the products. Advertising and Consumer Behavior Relationship consumer behavior is influenced by various factors, ranging from personal motivation, needs attitude and values, personality characteristics, socio-economic and cultural background, age, sex, professional status to social influence of various kinds exerted by family, friends colleagues and society as a whole. Each person has his / her own standards of judgments and distinct behavior in every aspects of his/ her role as a consumer. But, at the same time, underlying the individual differences there are similarities which make it possible to explain behavior of specific types or groups of people. A careful study of consumer behavior provides the advertiser with deeper insight of his target segments, which in turn proves to be very valuable in strategic advertising decisions, especially in defining the target markets and creating the advertising appeal and message. Consumer and Brand Preferences Consumer preferences towards brand indicate the following 1. Brand Unawareness- A buyer has no knowledge of the existence of the brand. 2. Brand Awareness- A buyer is aware of the existence of the brand but the knowledge about it is limited and obviously has no particular emotional attachment to it as a result he may or may not think of purchasing the brand. 3. Brand Acceptance- A buyer can buy the brand as he has no negative feeling about the brand but he has open mind to try another brand. 4. Brand Preference- The buyer favours a particular Brand but he can think for other brand which is next in his preference schedule. 5. Brand Loyalty-The attachment towards a particular Brand is very strong and if the brand is unavailable, only then, he can think of buying another brand. 6. Brand Insistence- A buyer insists on purchasing and one brand only and will not at all accept a substitute. 7. Brand Equity- In the 80s much of the growth of the giant 73 All Rights Reserved, IJRMBS 2014

2 International Journal of Research in Management & ISSN : (Online) consumer product corporation was achieved by a strategy of acquiring valuable brand names from other companies, often the price paid for such transaction is huge. This is quite obvious that brand names that are well known and we liked by the consumer have greater equity hence are worth more. Brands have equity because they have high awareness, many loyal consumers, and a high reputation for perceived quality. 8. Rural Consumers The person who resides in the rural area and consumes the product is called rural consumers. 9. Urban Consumers The person who resides in the urban area and consumes the product is called urban consumers. Review of Literature Kaur and Kaur (2002) explored fashion awareness among rural and urban adolescents. The study was conducted in three villages and three localities of Ludhiana city (Punjab). A sample comprising 100 rural and 100 urban adolescents were selected purposively and interview schedule method was employed. They observed that Television was the most important media of information regarding fashion awareness among rural and urban while friends were the next important source of information for these. Boutiques were the major source of information for urban adolescents. It was also evidenced that income and society were the main factors affecting the clothing Television advertising can have a powerful influence on adolescents, food preferences, consumption and behavior. Advertising seen is measured by looking at impacts. Impacts provide a measure of advertising exposure. One impact is equivalent to one member of the target audience viewing one commercial spot. Around one in five of all of the T.V. advertisement seen by adolescents is for a core category product. The National Readership Survey IV and V estimated that 77percent of urban population and 30 percent of rural population has access to TV sets. The rural viewership is expected to go up to percent by As the number of TV sets increases, the appetite for entertainment of Indian viewers has increased dramatically but there is fragmentation of viewership due to availability of variety of channel/programme options. These programmes reach to nearly 90percent population of which 500 million Indians (nearly fifty percent of population) watch television regularly as per Statistics of Doordarshan and other researchers (Saxena, 2005). Saksena (1990) found that teenagers were influenced by TV advertisement and mostly purchased those brands and products which are advertised more on television. Advertisers target teenagers because of their high disposable income, their influence on parental purchases, their early establishment of loyalty to certain brands, and a conventional wisdom that they buy products on impulse (Fox 1996; Mc Neal, 1999). A teenager possessing greater financial resources would have more money to spend on discretionary items for her/himself and may also exert greater influence on family purchases (Beatty & Talpade, 1994). The girl teenagers are more attracted toward TV advertisements featuring celebrities, children or jingles (Dubey & Patel, 2004). While purchasing cosmetics, toiletries, stationary, gifts and cards, the girls give importance to informational input by the TV advertisements into their decision to buy. It was also found that girls had positive attitude towards TV commercials (Kotwal et al, 2008). The reason for higher response rate among females for products could be the higher number of advertisements is targeted at them (Dubey & Patel, 2004). In the recent past rural India has been witnessing a sea change particularly in the standard of living and life styles. With the population of over one billion, India is on the threshold of becoming one of the world s foremost consumer markets. About a quarter of this huge mass of consumers is urbanized and about three-quarter are rural (Sehrawet & Kundu, 2007). Ramana Rao (1997) observed that the boom in rural areas is caused by factors such as increased discretionary income, rural development schemes, improved infrastructure, increased awareness, expanding private TV channel coverage and emphasis on rural market by companies. North and Kotze (2001) observed that parents can use television advertisements in various ways as a means of communicating and educating their children on consumer matters. According to Liebeck (1998) teenagers are now more knowledgeable. They are truly the internet generation, and get their news and information primarily from television. Atkin (1978) observed that children or adolescents are most influential when they are primary customers. There is a substantial variation in the amount of teenagers influence in purchase decision for products for their own use and for their family (Cotte & Wood, 2004). Objectives of The Study The study was focused on the following broad objectives: To examine the impact of brand image and advertisement on consumer buying behavior To analyze the factor influencing buying behavior of consumers. To give suggestions to improve the advertisement techniques. Hypothesis of The Study In the present study the researcher frame ten hypotheses to test the goodness of fitness. In this regard the following null hypotheses are framed: H1 = There is no significant difference between age of the rural and level of satisfaction. H2 = There is no significant difference between age of the urban and level of satisfaction. H3 = There is no significant difference between education of the rural and level of satisfaction. H4 = There is no significant difference between education of the urban and level of satisfaction. H5 = There is no significant difference between Marital status of the rural and level of satisfaction. H6 = There is no significant difference between Marital status of the urban and level of satisfaction. H7 = There is no significant difference between occupation of the rural and level of satisfaction. H8 = There is no significant difference between occupation of the urban and level of satisfaction. H9 = There is no significant difference between gender of the rural and level of satisfaction. H10 = There is no significant difference between gender of the urban and level of satisfaction. Research Methodology Research Methodology Conducted here is descriptive technique in nature. The technique of sampling used Judgmental sampling and interview schedule designed with help of secondary data and interview and opinion. The primary data collected 2014 IJRMBS, All Rights Reserved 74

3 ISSN : (Online) International Journal of Research in Management & from rural and urban consumers in kanyakumari district. The researcher select 100 sample consumers from urban area and 100 sample from rural area. Sources of Data The following are the sources of data used by the researcher 1. Primary Data: The Primary data will be collected using survey as a mode of data collection. To conduct surveys separate sets of structured interview schedule would be prepared for rural and urban. 2. Secondary Data: The secondary data shall be collected from various Books, Journals, Magazines and websites. Sample Size The primary data collected from rural and urban consumers would be quantified and collecting interview schedule, 100 rural and 100 urban customers in kanyakumari district of Tamilnadu. Limitations of The Study 1. The present study is mainly focused in Kanyakumari District. Since, India is a land of diversity so the sample results may not be a representative of entire population. Further the research needs to cover diverse regions. 2. It is not possible to study the entire universe due to lack of time and resources. So, the study is based only on the information obtained from 100 from rural areas and 100 from urban areas. 3. All the might not give the accurate information because there is lot of difference in what they say and what they do. Framework of Analysis The consumer survey would be conducted using Judgmental sampling method and various questions designed. The sampling type for the consumer survey data was collected using a standardized interview schedule. The present study the researcher used simple percentage analysis, t test, ANOVA and hypothesis analysis. Data Analysis and Discussions Demographic profile is playing very important role of brand image and advertisement on consumer behavior. The Table 1 shows the demographic profile of retail outlets and customers. Table 1 : Domographic Profile Demographic Factor Characteristics Rural Consumers (N=100) Urban Customers (N=100) Total (N=200) Resp. Perc. Resp. Perc. Resp. Perc. Below Age Above Male Gender Female Married Marital Status Un-Married Up-to HSC Degree Education PG Degree Professional Illiterate Dependent Govt. Employee Occupation Private Employee Businessman Coolie/Farmer Three Four to Five Size of Family Six to Seven Eight to Nine Above Nine Below Rs Rs to Rs Annual Income Rs to Rs Rs to Rs Above Rs All Rights Reserved, IJRMBS 2014

4 International Journal of Research in Management & ISSN : (Online) Source: Primary data It is clear from Table 1 that, 38 percent (38 ) of the rural are in the age group of 40 50, 20 percent (10 ) of them are lies in the age group of 30 40, 17 percent (17 ) are lies in the age group of above 50 and only 10 percent (10 ) are lies in the age group of At the same time 30 percent (30 ) of the urban consumers are lies in the age group of 20-30, 25 percent (25 ) are lies in the age group of below 20, 21 percent (21 ) are lies in the age group of and only 12 percent (12 ) are lies in the age group of above 50. Gender is the important factor to determine the brand image of rural and urban consumer behaviour. 60 percent (60 ) of the rural consumers are male and the remaining 40 percent (40 ) are female. At the same time 60 percent (60 ) of the urban consumers are female and the remaining 40 percent (40 ) are male. Marital Status is the important factor for impact of brand image and advertisement on consumer behavior, 82 percent of the rural consumers (82 ) are married and only 18 percent of them (18 ) are unmarried. At the same time, 60 urban consumers (60 percent) are married and the remaining 40 consumers (40 percent) are unmarried. Education is an important factor in impact of brand image and advertisement on consumer behavior, 43 rural consumers (43 percent) are qualified with Up-to HSC, 26 consumers (26 percent) are qualified with Degree, 15 (15 percent) are qualified with Post Graduate Degree and only five (5 percent) are illiterate. At the same time, 33 urban customers (33 percent) are qualified with Degree, 25 customers (25 percent) are qualified with P. G. Degree, 21 customers (21 percent) are qualified with Professional and only 20 customers (20 percent) are qualified with HSC. Occupation is an important factor in impact of brand image and advertisement on consumer behavior, 38 rural consumers (38 percent) are coolie, 24 consumers (24 percent) are dependent, 16 consumers (16 percenet) are private employee, 12 consumers (12 percent) are business and only 10 consumers (10 percent) are Govt. employee. At the same time 30 urban consumers (30 percent) are private employee, 24 consumers (24 percent) are dependent, 14 consumers (14 percenet) are Govt. employee, and only eight consumers (8 percent) are coolie. Size of Family is an important factor in impact of brand image and advertisement on consumer behavior, 50 percent of the rural consumers (50 percent) have three family members, 23 of them (23 percent) have four to five family members, 15 percent of them (15 consumers) have six to seven family members, eight percent of them (8 consumers) have eight to nine family members and only four percent of them (4 consumers) have above nine family members. At the same time, 58 percent of the urban customers (58 percent) have three family members, 28 customers (28 percent) have four to five family members, 12 consumers (12 percent) have six to seven family members, six consumers (6 percent) have eight to nine family members and only four customers (4 percent) have above nine family members. Annual Income is an important factor in impact of brand image and advertisement on consumer behavior, 42 rural consumers (42 percent) earn below Rs.20000, 30 of them (30 percent) earn Rs to Rs.40000, 16 of them (16 percnet) earn Rs to Rs.60000, 10 of them (10 percent) earn Rs to Rs and only two of them (2 percent) are earned above Rs At the same time, 40 urban customers (40 percent) are earned Rs to Rs.40000, 20 customers (20 percent) are earned Rs to Rs.80000, 10 customers (10 percent) are earned above Rs and only 10 consumers (10 percent) are earned below Rs Impact of Brand Image and Advertisement on Consumer Buying Behavior The following are the variable adopted by the researcher for the present study to analyze the impact of brand image and advertisement on consumer behavior. Table 2 : Consumers Opinion Regarding Impact Of Brand Image And Advertisement On Consumer Behaviour VARIABLES MEAN F- VALUE SIG. RURAL URBAN I like advertisements I often want products seen in Advertisement No doubt, advertisement increases the frequency of purchase I feel that exposure to ads has enhanced my involvement in purchasing I mostly purchase products shown in ads I feel ads make the purchase of the products easier Due to ads exposure I have started experimenting new products I engage in the process of buying advertised products I feel my demand for products purchase is influenced by ads I feel good when I watch the ads of the products I am already using Ads help me to find the best products Ads induce me to buy products for enjoyment even though I do not require them Due to ads exposure, my family members collectively decide products to be purchased Quality of product is as good as expected from ads Ads impact the brand image Purchase the product on the basis of brand name No product can survive competition without intensive advertisement Advertising justifies the existence when it is used in the interest of public Effect/impact of advertising can change as brand grows older Advertising gives room for brand/product comparison IJRMBS, All Rights Reserved 76

5 ISSN : (Online) International Journal of Research in Management & Source: Primary data and calculated data (5% level of significance) It is clear from Table 2 that discriminate their views on the variable that advertisements make the purchase of the products easier. A perusal of mean scores in Table 2 shows that the rural (x = 0.71) often want products seen in Advertisement, at the same time urban consumers (x =0.95) often want products seen in advertisement (t-value is 0.58). Further, the rural consumers (x = 0.76) feels advertisement increases the frequency of purchase, at the same time urban consumers (x =0.88) feels advertisement increases the frequency of purchase (t-value is 1.21). Further, the rural consumers (x = 0.51) feels mostly purchase products on the basis of advertisement, at the same time urban consumers (x =0.90) feels mostly purchase products on the basis of advertisement (t-value is 0.34). Further, the rural consumers (x = 0.94) feels ads make the purchase of the products easier, at the same time urban consumers (x =0.56) feels ads make the purchase of the products easier (t-value is 1.92). Further, the rural consumers (x = 0.44) feels due to ads exposure they are started experimenting new products, at the same time urban consumers (x =0.27) feels due to ads exposure they are started experimenting new products (t-value is 1.60). Further, the rural consumers (x = 0.79) feels they engaged in the process of buying advertised products, at the same time urban consumers (x =0.22) feels they engaged in the process of buying advertised products (t-value is 1.87). Further, the rural consumers (x = 0.92) feels the demand for products purchase is influenced by ads, at the same time urban consumers (x =0.21) feels the demand for products purchase is influenced by ads (t-value is 1.09). Further, the rural consumers (x = 0.35) feels ad helps to find the best products, at the same time urban consumers (x =0.31) feels ad helps to find the best products (t-value is 0.08). Further, the rural consumers (x = 0.78) feels Ads induce to buy products for enjoyment even though do not require it, at the same time urban consumers (x =0.32) feels Ads induce to buy products for enjoyment even though do not require it (t-value is 0.54). Further, the rural consumers (x = 0.53) feels due to ads exposure family members collectively decide products to be purchased, at the same time urban consumers (x =0.89) feels due to ads exposure family members collectively decide products to be purchased (t-value is 0.56). Further, the rural consumers (x = 0.68) feels quality of product is as good as expected from ads, at the same time urban consumers (x =0.60) feels quality of product is as good as expected from ads (t-value is 0.08). Further, the rural consumers (x = 0.97) feels ads impact the brand image, at the same time urban consumers (x =0.92) feels ads impact the brand image (t-value is 0.43). Further, the rural consumers (x = 0.55) purchase the product on the basis of brand name, at the same time urban consumers (x =0.87) feels purchase the product on the basis of brand name (t-value is 1.32). Analysis Of Hypotheses The primary data were collected from the tabulated for analysis and interpretation. The data analyzed and interpreted are tested by using the chi-square test. In the present study the researcher frame three hypotheses to test the goodness of fitness. In this regard the following null hypotheses are framed: H1 = There is no significant difference between age of the rural and level of satisfaction. H2 = There is no significant difference between age of the urban and level of satisfaction. H3 = There is no significant difference between education of the rural and level of satisfaction. H4 = There is no significant difference between education of the urban and level of satisfaction. H5 = There is no significant difference between Marital status of the rural and level of satisfaction. H6 = There is no significant difference between Marital status of the urban and level of satisfaction. H7 = There is no significant difference between occupation of the rural and level of satisfaction. H8 = There is no significant difference between occupation of the urban and level of satisfaction. H9 = There is no significant difference between gender of the rural and level of satisfaction. H10 = There is no significant difference between gender of the urban and level of satisfaction. The chi-square test is applied in statistics to test the goodness of fitness to verify the distribution of observed data with assumed theoretical distribution. It is defined as (O-E)2 χ2 = E Where, O = Observed Frequency E = Expected frequency Hypt. No. Factor Area of Residence H1 Age and Level of Satisfaction Table value Calculated value Degrees of Freedom Result Rural Accepted H2 Urban Accepted H3 Education and Level of Rural Rejected H4 Satisfaction Urban Rejected H5 Marital status and Level of Rural Accepted H6 satisfaction Urban Accepted H7 Occupation and Level of Rural Accepted H8 satisfaction Urban Rejected H9 Gender and Level of Rural Accepted H10 satisfaction Urban Accepted 77 All Rights Reserved, IJRMBS 2014

6 International Journal of Research in Management & ISSN : (Online) 1. Age and Level of Satisfaction of rural H1= There is no significant difference between Age and Level of Satisfaction of rural. Since the calculated value (5.34) is less than the table value (9.49). Hence the null hypothesis is accepted. So there is no significance difference between age and level of satisfaction of rural. 2. Age and Level of Satisfaction of urban H2= There is no significant difference between Age and Level of Satisfaction of urban. Since the calculated value (4.67) is less than the table value (9.49). Hence the null hypothesis is accepted. So there is no significance difference between age and level of satisfaction of urban. 3. Education and Level of Satisfaction of rural H3= There is no significant difference between education and Level of Satisfaction of rural. Since the calculated value (11.58) is more than the table value (9.49). Hence the null hypothesis is rejected. So there is significance difference between education and level of satisfaction of rural. 4. Education and Level of Satisfaction of urban H4= There is no significant difference between education and Level of Satisfaction of urban. Since the calculated value (03.11) is more than the table value (9.49). Hence the null hypothesis is rejected. So there is significance difference between education and level of satisfaction of urban. 5. Marital status and Level of Satisfaction of rural H5= There is no significant difference between marital status and Level of Satisfaction of rural. Since the calculated value (3.11) is less than the table value (5.99). Hence the null hypothesis is accepted. So there is no significance difference between marital status and level of satisfaction of rural. 6. Marital status and Level of Satisfaction of urban H6= There is no significant difference between marital status and Level of Satisfaction of urban. Since the calculated value (2.89) is less than the table value (5.99). Hence the null hypothesis is accepted. So there is no significance difference between marital status and level of satisfaction of urban. 7. Occupation and Level of Satisfaction of rural H7= There is no significant difference between occupation and Level of Satisfaction of rural. Since the calculated value (5.78) is less than the table value (9.49). Hence the null hypothesis is accepted. So there is no significance difference between occupation and level of satisfaction of rural. 8. Occupation and Level of Satisfaction of urban H8= There is no significant difference between occupation and Level of Satisfaction of urban. Since the calculated value (9.67) is more than the table value (9.49). Hence the null hypothesis is rejected. So there is significance difference between occupation and level of satisfaction of urban. 9. Gender and Level of Satisfaction of rural H9= There is no significant difference between gender and Level of Satisfaction of rural. Since the calculated value (3.78) is less than the table value (9.49). Hence the null hypothesis is accepted. So there is no significance difference between gender and level of satisfaction of rural. 10. Gender and Level of Satisfaction of urban H10= There is no significant difference between gender and Level of Satisfaction of urban. Since the calculated value (3.51) is less than the table value (9.49). Hence the null hypothesis is accepted. So there is no significance difference between gender and level of satisfaction of urban. Findings Of The Study The following are the important findings and suggestions of the present study. Advertising helps in that it carries the message far and wide to a scattered target audience that the advertiser or producer could not have reach it at once so easily. 38 percent (38 ) of the rural are in the age group of and 30 percent (30 ) of the urban consumers are lies in the age group of 20-30, 60 percent (60 ) of the rural consumers are male and 60 percent (60 ) of the urban consumers are female, 82 percent of the rural consumers (82 ) are married and 60 urban consumers (60 percent) are married, 43 rural consumers (43 percent) are qualified with Up-to HSC and 33 urban customers (33 percent) are qualified with Degree, 38 rural consumers (38 percent) are coolie and 30 urban consumers (30 percent) are private employee, 50 percent of the rural consumers (50 percent) have three family members and 58 percent of the urban customers (58 percent) have three family members, 42 rural consumers (42 percent) earn below Rs and 40 urban customers (40 percent) are earned Rs to Rs The rural consumers are like the advertisement very much comparing to urban consumers. Urban consumers are frequently seeing the advertisement comparing to rural consumers. Majority of urban consumers feels advertisement increases the frequency of purchase comparing to rural consumers. Majority of rural consumers feels ads make the purchase of the products easier comparing to urban consumers. Lot of rural consumers feels their demand for products purchase is influenced by ads comparing to urban consumers. Majority of rural consumers (x = 0.35) feels ad helps to find the best products. Majority of the rural consumers (x = 0.78) feels ads induce to buy products for enjoyment even though do not require it. Majority of urban consumers (x =0.89) feels due to ads exposure family members collectively decide products to be purchased. Majority of the rural consumers (x = 0.68) feels quality of product is as good as expected from ads. Majority of the urban consumers (x =0.92) feels ads impact the brand image. Majority of the urban consumers (x =0.87) feels purchase the product on the basis of brand name. Suggestions of The Study The study suggests that rural consumers mostly like the advertisement comparing to rural consumers but the urban 2014 IJRMBS, All Rights Reserved 78

7 ISSN : (Online) International Journal of Research in Management & consumers like to purchase the product directly not convinced by the advertisement, so the producer or the advertiser to take the necessary steps the attract the urban consumer s through advertisement. Advertising has enhanced their involvement in product selection and purchase. They prefer to buy and experiment with the new products. Urban consumers collectively decide with their family members, products to be purchased due to exposure of advertisements while it is not so with the rural counterparts. The urban teenagers do not agree to buy the advertised products if they do not require them. They like the advertisements of the products they are already using and believe that the quality of the product is as good as expected from advertisements. It can also be concluded that there is a considerable variation in the perception of both rural and urban consumers on the issue that demand for product purchase is influenced by the advertisements. Further, the study also revealed that the buying behaviour of rural consumer is more influenced by the advertisements than the urban consumers. Regular and consistent up-to-date training on product information should be given to the advertising agency so that they will have the current knowledge and skills to handle the adverts and also to ensure that product information is being emphasized so as to enlighten the customers. As advert campaigns are relayed from different service providers, the adverts should be used to aid the customers to identify the company s products or service when they are making a purchase decision. The company should also ensure that advertising agencies place their product adverts on stations and places where the consumers will easily identify with them make a purchase. A good advert should be effective, persuasive and contain the necessary information on the products. In Kanyakumari district brand image has strong positive impact on Consumer buying behavior as it s an implied device that can change people s buying behaviors positively and rural and urban consumers in kanyakumari district are becoming more and more conscious for branded products to show off their personality symbol. Advertisement also has positive impact on consumer buying behavior. After these results and finding we can summarize this research that if people will be well aware about the brand and they have good brand perception, loyalty and association then automatically brand image will be more and stronger in their minds and that brand will become the part of their buying behavior. In the light of this study we can say that now day s advertisement is a big marketing weapon to attract your customers and to stay in customer s mind. This research provides the insight to the companies and business that how they can make better their marketing and promotional tools to capture their customers. With the help of this study Marketing Managers of companies can understand that how important a brand image and advertisement is to boost up any business. This is a real picture of society that brand image and advertisement playing a crucial role to change the people s buying behavior. Conclusion It has been concluded that advertisement have great impact on buying behavior of rural and urban customers. Before purchasing any product customers/ consumers collects information for their proper purchasing decision making activities, hence advertisement is mostly adopted to get information about the products. There are different factors influenced on buying behavior of rural and urban consumers in that it has been found that Social and personal factors have more influenced. Maximum rural consumers influenced by word-of-mouth in kanyakumari district. It has been also concluded that Maximum number of rural consumers are attracted towards the marketing strategy through advertising and Maximum number of consumers from kanyakumari district spends monthly more than Rs.1500 rupees on purchasing products. In this way advertisement plays a vital role in buying behavior of rural and urban consumer in Kanyakumari district of Tamilnadu. References [1]. Atkin Charles K. (1978) Observation of Parent-child Interaction in Supermarket Decision -Making, Journal of Marketing, Vol. 42, No. 4, pp [2]. Beatty Sharon E. and Talpade Salil (1994) Adolescent Influence in Family Decision Making: A Replication with Extension, Journal of Consumer Research, Vol. 21, No. 2, pp [3]. 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