AN INVESTIGATION INTO THE IMPACT OF ADVERTISING ON MALE AND FEMALE CONSUMER PURCHASE DECISIONS IN THE COSMETIC INDUSTRY OF MAURITIUS

Abstract

The purpose of this study is to examine the impact of advertising on consumer purchase decisions in the cosmetic industry of Mauritius. The cosmetic industry in Mauritius is rapidly growing due to the competitive nature of the market and the prevalence of multinational brands. To capture the influence of advertising on consumer purchase decisions, this study was conducted among 156 male and female consumers from different backgrounds who use different cosmetic brands. Regression and correlation analyses were used to analyze the data collected. The results indicate that advertising has a significant impact on consumer purchase decisions. This finding highlights the importance of advertising in creating perceptions among customers and influencing consumer purchase decisions in the cosmetic industry of Mauritius.The literature review reveals that advertising is a vital component of many marketers' promotional mix, as it helps to inform customers when goods and services are available for purchase and encourage them to acquire a product. Kumar (2014) found that ad memory, understandability, believability, and relevancy of commercials were markers of the effect on customer behavior. However, assessing the impact of advertising is problematic, and indirect metrics focusing on customer awareness might be employed. The study also reveals that consumer purchasing behavior is evolving at a fast rate, and firms must consider their customers' interests and preferences. The results of this study have important implications for marketers and policymakers in the cosmetic industry of Mauritius. Marketers must focus on creating advertisements that are impressive, understandable, memorable, creative, and honest to appeal to their customers. Policymakers must consider the impact of advertising on society and address concerns regarding the ethical and moral issues associated with advertising. In conclusion, advertising is a crucial tool for marketers in the cosmetic industry of Mauritius, and this study highlights its impact on consumer purchase decisions.