ABSTRACT:
Women strengthening is a central philosophy among women’s activist to accomplish orientation equality. Marketing research group has arranged commercials enabling women as those notices who advances messages on orientation equality, love and body positivity. The thought of femvertising began in 2004 with Dove “Real beauty campaign”. Femvertising depends on rousing women to assume control and liability for their personality and decision. The purpose of this study is to investigate the millennial perception towards femvertising. The main aim of this study is (1) To examine the millennials attitudes towards advertisement. (2) To find out the television viewing habit of millennials. (3) To evaluate the millennials perception towards femvertising. Research design adopted in this study is empirical. Both primary and secondary data has been used. Primary data has been collected using stratified random sampling method. Sample chosen for this study is 100 millennial. Frequency and regression analysis has been used to analyze the data collected. The findings of this study concludes that Regression result indicates, out of 10 variables tested Age, individual earnings, attitude towards advertisement influence the millennials perception towards femvertising.
Cite this article:
P. Anu Shruthi, B. Indirapriyadharshini. Millennials Perception towards Femvertising. Research Journal of Humanities and Social Sciences. 2023; 14(4):165-8. doi: 10.52711/2321-5828.2023.00034
Cite(Electronic):
P. Anu Shruthi, B. Indirapriyadharshini. Millennials Perception towards Femvertising. Research Journal of Humanities and Social Sciences. 2023; 14(4):165-8. doi: 10.52711/2321-5828.2023.00034 Available on: https://www.rjhssonline.com/AbstractView.aspx?PID=2023-14-4-1
REFERENCES:
1. Anushu Raina. Representation of Indian women in advertisement. Journal of Research in Humanities and Social Science. 2014; 2 (12): 44-48.
2. Astha Joshi, Geeta Nema. Marketing Strategies in Creating Brand Image of FMCG in India with Special Reference to Store Promotion. Asian J. Management. 2017; 8(4):975-982.
3. Monika Sethi, Sourabh Guha, Anuraag Agarwal. Innovative Marketing Channels in India: Utilizing the Brand Image of Mumbai Dabbawala and Indian Premier League. Asian J. Management. 2014; 5(2): 162-165.
4. Nitin Kumar Saxena, Upinder Dhar. Brand Image: A Seasoned Review. Asian J. Management. 2017; 8(1):103-106.
5. Pranav Sharma, Pradeep Kumar Singh, Akash Verma. The Challenges faced by EV Industry in India: An Analysis of Consumer Perception. Research Journal of Humanities and Social Sciences. 2022; 13(3): 162-8.
6. G. Rajini, G. Madhumita. Vital Factors Influencing Purchase of Over the Counter (Otc) Medicines: Brand Experiences of Gen X and new age Indian women. Research J. Pharm. and Tech. 2019; 12(6): 2682-2686.
7. Ridhima Bhanot Sharma, Marshal Mukesh Sahni. Construing purchase of fashion through Brand’s Image, Attitude and Experience-Mediating effect of Brand Loyalty. Asian J. Management. 2017; 8(4): 1136-1144.
8. Shiv Kumar Sharma, Anuja Shukla. Impact of Electronic Word on Mouth on Consumer Behaviour and Brand Image. Asian J. Management. 2017; 8(3): 501-506.
9. Shyama Kumari. Female portrayals in advertising and its impact on Marketing Communication. 2015; 39(4): 1-11.
10. Shyama Kumara and Shraddha Shivani. A study on gender portrayals in advertising through the years. Journal of Research in Gender Studies. 2012; 2: 54-63.
11. Vyshak P K, Jayarajan T K, Vishnu P K. Why Do Consumers make Purchase Decisions? Exploring Fast Moving Consumer Goods as an Emerging Market. Asian Journal of Management. 2022; 13(4): 351-7.