IMPACT OF ADVERTISEMENT ON CONSUMER BEHAVIOUR FOR FMCG PRODUCTS

Abstract

In this modern time of information, technology and the media is drastically changing the behaviour of the consumer and their response towards the message deliver in advertisements. The advertisements are not only impacting the way products are consumed by the consumer but also change their perspective of looking at the products. Almost everywhere in the world, advertising is used for wide variety of brands. It can be seen that there is significance rise in advertisements per brand for the last two decades. Advertisements are influencing the purchasing behaviour of the customer for every brand. Advertisement can provide that information about the product in a simple manner which a company wants to convey. This study is focused on identifying the impact of advertising on behaviour of consumer for FMCG products. FMCG products are those which are durable in nature and come in the daily use of the Consumer. Some categories of FMCG products are food products, Household, Personal care. FMCG sector is considered to be the fourth largest contributing sector of overall GDP of the country. Advertising in this sector is considered as one of the effective tool to increase sale by influencing the consumer behaviour. An effective advertisement is done through adopting various advertising strategy and promoting advertisement by using the proper channel is the key decision to take into consideration. Business need to consider this fact while running any ad campaign for their product. This research is based on finding out “The impact of advertisement on consumer buying behaviour for FMCG goods”. What are the main reasons which encourage the buyer to purchase? To accomplish the data both primary and secondary data is used.