A Study On The Effectiveness Of Regional Language Advertising In Driving Consumer Purchase Decisions

• Author(s):

  Mrs. R. Janani | Ms. R. Rupa Sri

• Keywords:

  Consumer Purchase Decision, Linguistic Influence, Cultural Relevance

• Abstract:

  In Today’s Highly Competitive And Dynamic Marketplace, Advertising Plays A Crucial Role In Influencing Consumer Awareness, Attitudes, And Purchase Decisions. With The Rapid Expansion Of Markets And Increasing Diversity In Consumer Profiles, Businesses Are Constantly Seeking Innovative Ways To Communicate Effectively With Their Target Audiences. One Such Powerful And Increasingly Significant Approach Is Regional Language Advertising, Which Focuses On Delivering Marketing Messages In The Local Language Of Consumers. This Strategy Has Gained Substantial Importance, Particularly In Countries Like India, Where Linguistic Diversity Is Deeply Embedded In Cultural Identity And Daily Communication. India Is A Multilingual Nation With Over 22 Officially Recognized Languages And Hundreds Of Regional Dialects. While English And Hindi Have Traditionally Dominated Mass Media Advertising, A Growing Number Of Brands Are Now Embracing Regional Languages Such As Tamil, Telugu, Malayalam, Kannada, Marathi, Bengali, And Others To Connect More Meaningfully With Consumers. Regional Language Advertising Enables Brands To Communicate In A Language That Consumers Are Emotionally Attached To, Thereby Enhancing Comprehension, Trust, And Relatability.

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Other Details

• Paper id:

  IJSARTV12I3104651

• Published in:

  Volume: 12 Issue: 3 March 2026

• Publication Date:

  2026-03-06

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