• R.Krishnaveni
• Dr.C.Moorthy

After globalisation the competition for each and every product is comparatively high. Durable products are expensive and the purchase is not taking place often. The consumers are motivated to purchase the durable goods from need and product utility. If a brand is endorsed by the celebrity it will induce the consumer towards the product recognition and helps the consumers to recall the brand. The celebrity convincing endorsement motivates them to materialise the purchase of durables. Interesting advertisements help the consumers to recall the brand. Giving true information about the brand in the advertisement will help to maintain goodwill about the brand in the market. The quality of the product determines the repeat purchases and brand loyalty of consumer durables.

Advertisement, durable goods, consumer brand preference

"THE IMPACT OF ADVERTISEMENT ON CONSUMER DURABLE GOODS AND CONSUMER BRAND PREFERENCE AT “CHENNAI”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.173-177, May-2019, Available :http://www.jetir.org/papers/JETIR1905F25.pdf

"THE IMPACT OF ADVERTISEMENT ON CONSUMER DURABLE GOODS AND CONSUMER BRAND PREFERENCE AT “CHENNAI”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp173-177, May-2019, Available at : http://www.jetir.org/papers/JETIR1905F25.pdf