Study of Awareness and Perception of Rural Women towards Advertisement

Perceptions of rural women towards advertising in general were expected to influence the success of any particular advertising. It seemed reasonable to anticipate a person's predisposition to respond consistently towards advertising in general, either favorably or unfavorably, would mediate the effectiveness of any given advertisement. A significant fact about India is that it is getting literate and at the same time richer. With this as the background the study on “Awareness and Perception of rural women towards advertisement” was organized. The research found that perception of rural women towards advertisement is favorable. The report states that there is no personal confidence among rural women towards advertisement. Which we can identify by the source of information, view on advertisement, most preferred media, preferred time to watch TV, the ideal celebrity from sports, film industry etc. A detail analysis is done in this report and has led to outcome of suggestions, findings for advertisement agencies and marketer in designing the advertisements for the women consumers in rural areas. Some of the findings are as a source of information for the rural women consumers who rely more on advertisements and family and friends also play a major role in decision making. Most reliable media is television in rural areas. In rural area women's prefer to watch TV for 1 to 2 hours, which is sufficient for the advertisers to make an impact in the minds of the women consumers.