• Dr Carolyn Vanlalhriati
• Prof. E. Nixon Singh

The reasons for the growth of two-wheeler population in Mizoram remain unanswered questions, which encourage researchers to analyze the market as well as consumer behavior. However, two-wheeler companies encourage their products in the market through advertising by using different forms of media. Thus, to answer the research questions, it can be assumed that advertising is influencing more purchases of two-wheeler and that can be the valid reason for examining the effects of advertising characteristics on College youths buying behavior. Self-employed questionnaire survey method is used for the research. Primary data was collected by using structured questionnaires, which were straightforwardly disseminated to the respondents and gathered from them at the time of their convenience. *Five-point interval Likert scale was employed to scale the questions because this scaling technique is suitable for self-administered survey method. The samples were collected from selected five colleges in Aizawl. Sums of fifty questionnaires were gathered from each of the five Undergraduates Colleges (constituting 250 samples) based on simple random sampling. The buying behavior of college youths is highly influenced by the advertising characteristics such as its design, content, quality and duration. They believed that these advertising characteristics are helpful, persuasive and satisfactory enough to arouse their desire to purchase the two-wheeler. The present paper is one of its first attempts in Aizawl, the capital city of Mizoram. The researchers had used raw data for its analysis and draw implications accordingly.

Advertisement, design, quality, content,duration, buying behavior, two-wheelers

"Advertising: A study on how its characteristics affect College Youths' Buying Behavior", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 4, page no.403-408, April-2019, Available :http://www.jetir.org/papers/JETIR1904057.pdf

"Advertising: A study on how its characteristics affect College Youths' Buying Behavior", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 4, page no. pp403-408, April-2019, Available at : http://www.jetir.org/papers/JETIR1904057.pdf