A study on the Influence and Impact of Advertising to Consumer Purchase Motive among student teachers

Abstract

The study aims to investigate and evaluate the impact of advertising on the consumer preferences and loyalty in regards to the product/service promotion of different products among student teachers of Kerala. This study is significant in promoting advertising awareness among the future citizens through teachers of tomorrow. Survey method was used for the study which is supported by interview on a sample of 200 student teachers selected from two colleges in rural and urban based. The study reveals that the level of awareness of the effect of advertisement is comparatively better than expected among the student teachers. Many of them are active listeners of the media for gathering information regarding the new products, trend in the market and make a comparison with the products of other firms. The consumer culture is more prevalent in rural students than in urban students. Majority of female students are interested in cosmetics and jewellery while the male students are more concerned with automobiles and electronic equipments.