Impact of Electronic Media on Purchasing Decision among Youths with Special Reference to Fairness Cream

A rapid advancement in the Electronic Technology in sharing the information and its wide reach in Lucknow city helps in promoting the products and making buying decision. Electronic media such as Television (TV), Radio, Internet are providing the innovative ways to approach customers. Television and Radio being the mass media instruments for promoting the product not only for literates but illiterates as well. Youths are now accessing internet through different medium such as laptop, personal computer, mobile, tablets which provides marketers an easy way to approach them. A sample of 180 youths was selected for the study from Lucknow city. On the basis of collected data, we examined the impact of electronic media for fairness cream on the youths since they are more concerned about their skin complexion. The study also examines the gender wise opinion for electronic media in their buying decision and the perceived credibility of electronic media.