Impact of Mass Media on College Girls towards Hedonic Shopping with Special Reference to Sivakasi, Tamil Nadu

Abstract

Hedonism is among the oldest, simplest, and most widely discussed theories of value theories that tell us what makes the world better or what makes a person’s life go better. Hedonism, in a word, is the view that “pleasure is the good.” In its most comprehensive form, hedonism about value holds that the only thing that ultimately ever makes the world, or a life, better is its containing more pleasure or less pain. Nowadays the consumer attributes are changing very frequently, so to maintain the profit level or to be in stable position in the market is very important. This study is an attempt to identify the impact on mass media on college going girls towards indulgent shopping. This research gives explanation on how individuals are attending, processing, and selecting the information on mass media before a purchase. To satisfy the research data has been collected from both the primary and the secondary sources. Secondary sources of data have been collected through use of internet, consulting past studies on the subject and also books have been used, primary data has been collected from 180 respondents through questionnaire by stratified random sampling technique. The findings of the study can be used by marketers and media planners for effective marketing results.