Impact of Advertisement on Consumer Purchase Decision: A Case Study of Cosmetic Industries in Mauritius


Dr. Masood Hassan , Mahatma Jam Mercedes ,

Download Full PDF Pages: 136-147 | Views: 317 | Downloads: 73 | DOI: 10.5281/zenodo.6907341

Volume 11 - March 2022 (03)


This study examines the impact of advertisement on consumer purchase decisions in the cosmetic industries of Mauritius. Most companies in Mauritius have very aggressive ways of advertising their products through effective promotional channels; this is due to the huge number of competitors in the market. Advertisements are helpful in creating perceptions among customers and it has been used for many years to influence consumer purchase decision both of these variables are combined to influence the consumer purchase decision. This study was conducted among 156 female and male individuals who use different cosmetic brands and are from different backgrounds. Both regression and correlation analyses were used. The results of this study are strong because all evidence mentions that advertising has a significant impact on consumer purchase decision.


Advertisement, Purchase decision, Consumers, Cosmetic products.


Abideen, Z. U., & Latif, A. (2011). Do brand extensions affect consumer attitude: an empirical experience-with reference to Pakistani consumers. Journal of Applied Business Research (JABR), 27(2),19-36

Adelaar, T., Chang, S., Lancendorfer, K. M., Lee, B., & Morimoto, M. (2003). Effects of media formats on emotions and impulse buying intent. Journal of Information Technology, 18(4), 247-266.

Agwa, E. (2012). Generation x and y adaption of internet and internet banking. International journal of online marketing, 68-81.

Ajzen, I., & Fishbein, M. (2005). The influence of attitudes on behavior. The handbook of attitudes. Red. D. Albarracin, BT Johnson & MP Zanna. Mahwah: Erlbaum, 173-221.

Ayanwale, A.B., Alimi, T. & Aya, M.A. (2005).The Influence of Advertising on Consumer Brand Preference, Journal of Social Sciences, 10(1), 9-16.

Bagwell, K. (2001). The economic analysis of advertising. American economic review. 2(81), 224-239.

Baheti, G., Jain, R. K., & Jain, N. (2012). The Impact of Advertising Appeals on Consumer Buying Behavior. International Journal of Research in commerce & Management.

Banerjee, B., & Bandyopadhyay, S. (2003). Advertising competition under consumer inertia. Marketing Science, 22(1), 131-144.

Dawson, T. (2002). Practical research methods: New Delhi: UBS. Publishers Distributors, India.

Diagne, S. & (2009). Consumptions of cosmetic attitude and motivations. Journal of consumer marketing,26, 97-109.

Hype-shin, J.J. (2008). The effects of facial image and cosmetic usage on the perception of brand personality. Journal of fashion marketing and management.

Kotwal, N., Gupta, N., & Devi, A. (2008). Impact of TV advertisements on buying pattern of adolescent girls. Journal of Social sciences, 16(1), 51-55.

Ozga, S. A. (1960). Imperfect markets through lack of knowledge. The quarterly journal of Economics, 29-52.

Pope, D. (2003). Making sense of advertisements. History matters: The US survey course on the Web.

Raju, D. D. (2013). The Role of Advertising in Consumer Decision Making. IOSR Journal of Business and Management. 14 (4).

Schiffman, L.G. (1993). Consumer Behavior, Prentice Hall International, London

Schramm, W. (1995). How Communication Works in the Process & Effect of Mass Communications (pp 3-26) Urban.

Sorina-Raula, G., Liviu, C., & Georgeta-Mădălina, M. (2012). The role of advertising in the purchase decision process. Analele Universitatii Din Oradea, 17(4), 897-1574.

Wells, W., B. and Moriarty S., (2003), “How Advertising Works”, Advertising Principles and Practice, Pearson Education, 6th Edition, 153-179.

Wells, W., Burnett, J., & Moriarty, S. (2000). Advertising principles and practice.5th edition. USA: Prentice Hall.

Cite this Article: