The Role of Advertising as a Catalyst in Boosting Sales and Market Penetration of Durable Goods: A case Study in Karnal District

The Role of Advertising as a Catalyst in Boosting Sales and Market Penetration of Durable Goods: A case Study in Karnal District”

Ms. Ashu

Research Scholar, Department of Management and Commerce, DBU, Mandi Gobindgarh

Dr. Manoj Kumar

Assistant Professor, Department of Management and Commerce, DBU, Mandi Gobindgarh

Abstract

Advertising plays a crucial role in shaping consumer behavior and expanding market reach, especially in the context of durable goods. In today's competitive market, producers heavily invest in advertising as it serves as a powerful tool for promoting products, services, and ideas. This study aims to examine the impact of advertising on boosting sales and market penetration of durable goods in Karnal district, Haryana. The primary objective of this research is to analyze how advertisements influence consumer purchasing decisions and brand preferences. Primary data was collected, systematically coded, classified, and analyzed to draw meaningful conclusions. The study reveals that a significant number of respondents were influenced by advertisements when purchasing durable goods, with television being recognized as the most influential medium. The findings of this study are expected to provide useful insights for marketers to develop effective advertising strategies to enhance sales and market reach of durable goods in the region.

Keywords: Advertisement, Durable Goods, Consumer Behavior, Market Penetration, Sales Promotion, Marketing