STUDY AND ADVERTISEMENT ON CONSUMER SOAP BUYING BEHAVIOUR OF HINDUSTAN UNILEVER LIMITED IN BHOPAL CITY

Abstract

Advertising is a means of communication between businesses and consumers. Advertising is a message that provides customers with more information about a brand in the market and various products that may be useful to them. In today's competitive era, advertising plays a vital role and has become a necessity in the lives of producers, traders and even consumers. The impact of advertising on consumer behavior is manifested in many ways and paradigms such as; awareness of products, attitudes towards brands, spreading useful information, and encouraging repeat purchases. Therefore, in this study, Hindustan Unilever Limited (HUL) is considered as the case companies studied. This research is being done to find out the relationship between advertising and consumers in terms of its impact, scenario of soap industry, market and corporate, factors affecting the rural consumer buying behaviour, and consumers’ buying and switching behaviour due to advertisement. Also the present study tries to investigate, the factors behind consumers' buying behavior of body soap with particular reference to Bhopal city. The study used primary and secondary data. A sample of 110 customers from Bhopal city was collected from four supermarkets using judgmental sampling. The results show that customers are motivated to buy body soap due to factors such as popularity, brand image, word of mouth, advertising, celebrity, and price.