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@article{200720,
        author = {DR.K.CHELLADURAI and Dr S Amutha},
        title = {A STUDY ON CONSUMERS’ PERCEPTION TOWARDS ADVERTISEMENTS OF HEALTH CARE DRINKS IN TIRUPPUR DISTRICT},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {12},
        pages = {2802-2808},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=200720},
        abstract = {The present study examines consumers’ perception towards advertisements of health care drinks in Tiruppur District. In the context of increasing health awareness and growing demand for nutritional beverages, advertisements play a significant role in influencing consumer attitudes and purchase decisions. The study adopts a descriptive and analytical research design, collecting primary data from 660 respondents across various taluks using a structured questionnaire . Structural Equation Modelling (SEM) is employed to analyze the relationship between key factors influencing perception, namely informational literacy, visual literacy, rhetorical literacy, and promotional literacy.
The findings reveal that all four factors have a significant and positive impact on consumer perception towards advertisements. Among these, visual literacy and promotional literacy exhibit a comparatively stronger influence, indicating the importance of appealing visuals and effective promotional strategies. Informational literacy enhances consumer understanding through accurate and transparent information, while rhetorical literacy contributes through persuasive communication. The model fit indices confirm that the proposed model is statistically sound and well-fitted. The study concludes that effective advertisements must balance informative content, visual appeal, ethical persuasion, and credible promotional techniques to build consumer trust and influence buying behaviour in the competitive health care drinks market.},
        keywords = {Consumer Perception, Health Care Drinks, Advertisement Effectiveness, Structural Equation Modelling (SEM), Informational Literacy, Visual Literacy, Rhetorical Literacy, Promotional Literacy, Buying Behaviour, Tiruppur District},
        month = {May},
        }