Determinants of Personal Care Products Advertisement Effectiveness – A Study with Special Reference to Male Consumers of Chennai

This marketing research was conducted to understand the male consumer behavior in Personal Care Products (PCP) industry with the primary objective to explore the underlying dominant dimensions of PCP advertisement factors such as mode of PCP purchase, types of PCP advertisement and advertisement emphasis factors and its impact on PCP advertisement effectiveness. This study was conducted among 500 male PCP consumers residing in Chennai city by using analytical and exploratory research design by adopting convenient non-random sampling. The results reveal that, preferential purchase factor and convenience purchase factor are the dominant dimensions of mode of purchase variables. Media advertisement factor, personal advertisement factor and virtual advertisement factor are the independent factors of types of advertisement variables and innovativeness factor and portraying factor are the factors emerged out of advertisement emphasis variables. This study concluded that, advertisement factors such as innovativeness factor, preferential purchase factor, personal advertisement factor and portraying factor are significantly and positively influencing the PCP advertisement effectiveness. Finally, the advertisers are suggested to nurture their advertisement with innovation and novelty along with modernity for the effective utilization of audio/visual communication, creativity and culture to induce the PCP customers purchase decision.