This paper aims to evaluate the impact of advertisement on customer buying behaviour of FMCG product in Surat city. A questionnaire was prepared to assess the impact of advertisements on FMCG with selected products, with the sample of 110, the sample data has been collected from Surat city. Data analysis was tested frequency analysis, cross tabulation and chi-square test by using SPSS 22.0 Version. Based on the analysis of data collected from respondents, it can be concluded that Internet and Television are most preferred media while Music and melody is most preferred advertisement appeal considered by customers nowadays for FMCG Product. The study also found that customer prefer to purchase FMCG products based on its advertisement and quality of products. One interesting thing identify form the study that those customer who makes repurchase decision based on repeated advertisement were attracted by two elements of advertisement i.e. usage information and attractive of advertisement.
Tanvi Bhalala
Prof. V.B. Shah Institute of Management, India
Advertisements, Ads Appeals, Consumers, FMCG
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| Published By :
ICTACT
Published In :
ICTACT Journal on Management Studies
( Volume: 9 , Issue: 3 , Pages: 1790 - 1795 )
Date of Publication :
August 2023
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198
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