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A Study of Factors Influencing the Choices of the Consumers for the Portrayal of Women in Advertising

Author

Listed:
  • Dr. Sana Beg

    (Assistant Professor, Department of Management, Jamia Hamdard, New Delhi.)

  • Nandita Joshi

    (Student, Department of Management, Jamia Hamdard, New Delhi.)

Abstract

Demonetization is the act of stripping a currency unit of its status as legal tender which occurs whenever there is a change of national currency. On the eve of 8th November 2016, the Prime Minister of India announced the demonetization of the Rs. 500 and Rs. 1000 currency notes with immediate effect, with a very few exceptions. This was a surprise move by the government to curb and control black marketing. However, no single person was left unaffected by this. It affected different people differently. It is believed to have specially hit the poor and people living in the remote areas of India. This paper was conducted in January-February and is an attempt to assess the perception of the people about the impact of demonetization. This study is useful for determining the perception of the people towards the recent event of demonetization in India. It can help the government to know about what people feel about the demonetization, what were its effects on them and what steps can the government take to improve the situation. It is to be noted that the study was undertaken in January-February 2017. Though the situation is under control now, people who do not have any bank accounts and even those who have accounts in cooperative banks are still recovering from the negative effects of the note ban.

Suggested Citation

  • Dr. Sana Beg & Nandita Joshi, 2017. "A Study of Factors Influencing the Choices of the Consumers for the Portrayal of Women in Advertising," Journal of Commerce and Trade, Society for Advanced Management Studies, vol. 12(2), pages 68-75, October.
    • Handle: RePEc:jct:journl:v:12:y:2017:i:2:p:68-75
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    More about this item

    Keywords

    Demonetisation; India; national capital region; public perception;
    All these keywords.

    JEL classification:

    • A10 - General Economics and Teaching - - General Economics - - - General
    • E41 - Macroeconomics and Monetary Economics - - Money and Interest Rates - - - Demand for Money
    • E42 - Macroeconomics and Monetary Economics - - Money and Interest Rates - - - Monetary Sytsems; Standards; Regimes; Government and the Monetary System
    • E52 - Macroeconomics and Monetary Economics - - Monetary Policy, Central Banking, and the Supply of Money and Credit - - - Monetary Policy

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