Abstract

This empirical study targets to identify the female consumer demeanours in Personal Care Products (PCP) business with the main persistence is to discover the role of Television/Radio/Social media advertisement effectiveness for indoctrinating the usage purposes of female consumers in the Kanchipuram Dt.area. The empirical research plan presumed by engaging a scrutiny technique to gather responses from the population throughout a suitable non-probability sampling process. The primary data obtained were subject to scrutiny using free statistical software PSPP and the statistical techniques namely percentage, and descriptive statistics, factor analysis, and multiple regression analysis used to prove significant reply to research objectives. The empirical indication reveal that the underlying dominant dimensions of PCP advertisement effectiveness are Betterment Factor, Sophistication Factor, Negligence Factor, Enrichment Factor, and Deliberation Factor whereas, Personal Care Product Usage Purposes (PCPUP) variables are pointedly gathered into two dimensions such as, Social Acceptance Factor and Recommendation Factor in their direct of predominance. Findings of this study indicates that Deliberation Factor, Sophistication Factor, and Betterment Factor are significantly and positively influence the PCP practice purposes of female consumers. This study determined that PCP promoting companies are advised to nurture the PCP Advertisements with culture, and they should assure their consumers that their PCP is of high quality and the price increase due to advertisement is insignificant when compared to positive value promoted by them. Finally, the advertisers are advised to efficiently follow the commendation of the self-governing body, such as the Advertising Standard Council of India (ASCI) to benefit the customer’s society.

Key words: female consumer, Personal Care Products (PCP), Advertising Standard Council of India (ASCI)