COMPARATIVE STUDY OF ADVERTISEMENTS OF JEWELLERY BRANDS AND ITS IMPACT ON CUSTOMERS IN MUMBAI

The main purpose of conducting this research is to study the impact of jewellery advertisements on the consumer buying behavior with special reference to Mumbai city. The objective of the study is to do a brand comparison on basis of their advertisements and to get an insight about the preference given to different elements of a jewellery advertisement on a rating scale by the consumers. Also, to analysis which media is most effective when it comes to reach the target audience. The primary data was collected through questionnaire and personal contact from around 145 customers. Mainlythe top five jewellery brands of the city have been taken into consideration for this research. The study was restricted only to Mumbai city. This study will help jewellery retailers to understand about whatconsumers notice in a jewellery advertisement and accordingly frame their promotional strategies.