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Full Screen- Title
- Declaration
- Certificate
- Acknowledgement
- Contents
- List of Tables
- List of Figures
- List of Abbreviations
- Introduction
- 1. Advertising – A behavioural perspective
- 2. Advertising and consumer durables industry –An overview
- 2.1. Advertising Industry – An Overview
- 2.1.1 History of advertising in India
- 2.1.2 Advertising growth in India
- 2.1.3 History of advertisements in Kerala
- 2.2 Consumer Durables Industry – An overview
- 3. Effect of advertisement on consumer behaviour and brand preference in consumer durables –An analysis
- 4. Findings of The study
- 5. Conclusion, Suggestions and Recommendations of the study
- Bibliography
- Appendices