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# Effects of advertising on consumer buying behaviour with reference to demand for cosmetic products in bangalore, india

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The International Institute for Science, Technology and Education (IISTE). Science, Technology and Medicine Journals Call for Academic Manuscripts

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### Effects of advertising on consumer buying behaviour with reference to demand for cosmetic products in bangalore, india

9. 9. New Media and Mass Communication www.iiste.org ISSN 2224-3267 (Paper) ISSN 2224-3275 (Online) Vol.27, 2014 56 Output 4.1 Output 4.2 Test of heteroskedasticity Output 4.3 Fitting the regression showed that, a consumer’s income was positively related to the expenses made on cosmetic products. The slope coefficient of income means that, an increase in income by 1% will increase the expenses on cosmetic products by Rs. 0.77( 2*0.01). This shows that a consumer will increase his or her expenses on cosmetic products by Rs. 0.5( 2* ) for a Rs. 100 increase in income. This shows a relatively smaller increase in expenses on cosmetic products for a larger increase in income. Thus a 1% change in income will increase expenditure on cosmetic products by 0.11%. Notwithstanding this, the slope coefficient of income was statistically significant at 5% and it therefore plays an important role when one considers spending on cosmetic products. _cons -592.2451 444.6135 -1.33 0.186 -1475.036 290.5453 Dr 224.1852 111.7674 2.01 0.048 2.268537 446.1019 Dp 205.5358 137.7003 1.49 0.139 -67.87151 478.943 Db -118.1303 217.0312 -0.54 0.588 -549.0509 312.7904 Da 409.7348 117.7648 3.48 0.001 175.9099 643.5596 lnincome 77.12331 41.99456 1.84 0.069 -6.257877 160.5045 Expense Coef. Std. Err. t P>|t| [95% Conf. Interval] Total 23430275 99 236669.444 Root MSE = 445.49 Adj R-squared = 0.1614 Residual 18655458.6 94 198462.325 R-squared = 0.2038 Model 4774816.42 5 954963.285 Prob > F = 0.0006 F( 5, 94) = 4.81 Source SS df MS Number of obs = 100 . reg Expense lnincome Da Db Dp Dr Prob > chi2 = 0.0041 chi2(1) = 8.24 Variables: resid Ho: Constant variance Breusch-Pagan / Cook-Weisberg test for heteroskedasticity . hettest resid _cons -592.2451 373.8965 -1.58 0.117 -1334.625 150.1351 Dr 224.1852 103.7664 2.16 0.033 18.15466 430.2158 Db -118.1303 111.9414 -1.06 0.294 -340.3926 104.1321 Dp 205.5358 114.3759 1.80 0.076 -21.5603 432.6318 Da 409.7348 82.48144 4.97 0.000 245.9659 573.5036 lnincome 77.12331 38.35454 2.01 0.047 .9694786 153.2771 Expense Coef. Std. Err. t P>|t| [95% Conf. Interval] Robust Root MSE = 445.49 R-squared = 0.2038 Prob > F = 0.0000 F( 5, 94) = 7.43 Linear regression Number of obs = 100