MASS MEDIA AND CONSUMER PURCHASING BEHAVIOUR: A CASE STUDY OF LAHORE, PAKISTAN

The present study aims at understanding the individual’s exposure towards multinational products advertisement by Indian film stars and its effects on consumer purchasing behaviors in Allama Iqbal Town, Lahore. In this competitive age where different kinds of fashion brands are fighting with each other to get number one position in consumer’s mind, while stars is big support in sustaining brand's image. For present study 185 family members were sampled from 5 blocks of Allama Iqbal Town Lahore. The results mentioned below showed an association between advertisements of multinational products and consumer purchasing behavior. Multinational advertisers highlight the product feature in a better way and in return get more attention and convince more and more people towards product.