Impact of Advertising on Working and Non-Working Women With Refrence to Their Purchasing Behaviour

Abstract

Almost every one grows up in the world which is flooded with the mass media e.g. television, advertising, films, videos, billboards, magazines, movies, music, newspaper, and internet. Of all marketing weapons, advertising is renowned for its long lasting impact on viewer's mind, as its exposure is much broader. The increasing number of women entering the workforce, this study compares employed and nonemployedwomen on the importance accorded to various aspects of advertising and its impact on their buying behavior. Results clearly indicate that the employment status of women makes a significant difference in this regard. Study also revealed the importance of quality for the selection of goods.