Gunasundari, K CASE STUDY ON INDIA’S TELESHOPPING MARKET. CASE STUDY ON INDIA’S TELESHOPPING MARKET, 6 (7). pp. 3076-3086. ISSN 2663-2187

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Abstract

Teleshopping networks emerged in India during the mid-1990s but gained significant traction in
the early 2000s. These networks introduced products through infomercials, often featuring
exaggerated claims and testimonials. Despite initial skepticism, teleshopping gained popularity as
consumers showed interest in innovative products. However, what attracted the most attention was
the nature of the products offered by these networks. Most of the infomercials featured products
that claimed to provide miraculous results. There were products that could help you lose weight
and get in shape without exercise or dieting. There were other products that promised to make
people quit smoking and improve posture. The product range included creams, potions, solutions,
toys, etc. Analysts questioned the reliability of such personal care products that claimed to beautify
and tone the body within days. They considered these infomercials, which show ordinary people
using the product and explaining its effectiveness, farcical. They claimed that these people were
paid to speak well of the products. Analysts have criticized teleshopping networks for trying to
trick viewers into buying products they believe they have actually used. Despite these allegations,

Item Type: Article
Divisions: PSG College of Arts and Science > Department of Management Sciences
Depositing User: Mr Team Mosys
Date Deposited: 26 Oct 2024 09:51
Last Modified: 26 Oct 2024 09:51
URI: https://ir.psgcas.ac.in/id/eprint/2337

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