Impact of Advertising on Consumer Acceptability of New Products: An Empirical Study of the Telecommunication Sector - ijmserh.com

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Article

TITLE	Impact of Advertising on Consumer Acceptability of New Products: An Empirical Study of the Telecommunication Sector
ABSTRACT	Advertising plays a pivotal role in shaping consumer perceptions and influencing the acceptance of new products in competitive markets. The success of a new product largely depends on how effectively advertising communicates product value, builds trust, and motivates trial among consumers. This study examines the impact of advertising on consumer acceptability of new products with special reference to Reliance Communication. Using primary data collected from 100 respondents, the study analyzes consumer responses toward various advertising media, promotional tools, and product features. Statistical tools such as percentage analysis and chi-square tests were applied using SPSS to test the formulated hypotheses. The findings reveal that television and internet advertising significantly influence consumer acceptability, while promotional incentives such as discounts and loan facilities further enhance adoption. The study concludes that integrated advertising strategies are essential for improving consumer acceptance and sustaining market competitiveness.
AUTHOR	R. Ramesh, Dr P. Venkateswra Rao
PUBLICATION DATE	2026-03-30 21:56:51
VOLUME	12
ISSUE	1
PDF	pdf/2024/1/50_Impact of Advertising on Consumer Acceptability of New Products An Empirical Study of the Telecommunication Sector.pdf
KEYWORDS
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