EFFECTS OF ADVERTISING APPEALS ON CONSUMER PURCHASE DECISION WITH RESPECT TO COSMETIC BRAND IN AMRAVATI

This study explores the impact of advertising appeals on consumer purchase decisions for cosmetic brands in Amravati. It focuses on how emotional, rational, and women empowerment-based advertisements influence consumer perceptions, trust, and buying behaviour. The research follows a descriptive design and is based on responses collected from 100 consumers through a structured questionnaire. The findings show that emotional storytelling creates stronger brand connection, rational information such as product quality builds trust, and empowerment-focused messages positively inspire purchase intention. The study concludes that well-designed advertising appeals play an important role in shaping consumer decisions and strengthening long-term brand loyalty in the cosmetic market.