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ADVERTISEMENT AND SUSTAINABLE CONSUMPTION: A CASE STUDY OF PASSENGER CAR MARKET IN KERALA

*Akhila P Nair, **Subbiah G, ***Sreeja J. P.

* Research Scholar, Manonmaniam Sundaranar University, Tirunelveli, Tamilnadu, India.

**Assistant Professor, Department of Economics, S.T.Hindu college, Nagarcoil, Tamilnadu, India.

*** Assistant Professor, Department  of Economics, Sree Devi Kumari Women’s College,  Kuzhithura , Tamilnadu, India.

Abstract


The present study mainly considers two important passenger car companies such as Maruti Suzuki and Tata Motors. More than 75% of sample respondents purchase Maruti Suzuki cars because of the preference of brand model. Maruti Suzuki car considerably influences the consumers through their fascinating offers as well as advertisement. The analysis points out that there is a strong positive correlation between advertisement expenditure and total sales growth in passenger car market in Kerala. The empirical analysis shows that the advertisement on electronic media is superior to other forms of advertisements in all the income groups and the social segments in the study area. The advertisement on electronic media and the level of education is directly correlated.

Keywords


advertisement, passenger – cars, innovation, consumption, sustainability, sales.

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To cite this article


Akhila P Nair, Subbiah, G., & Sreeja, J., P.  (2019). Advertisement and Sustainable Consumption: A Case Study of Passenger Car Market in Kerala. John Foundation Journal of EduSpark, 1(4), 29-43.

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