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Analysis Study Research Paper | Marketing | India | Volume 12 Issue 7, July 2023 | Popularity: 5.6 / 10

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A Study on Impact of Advertising on Consumers Buying Behavior with Reference to FMCG Products

Dr. Patcha Bhujanga Rao, Dr. M. Vijaya Bhaskar Reddy, Preethi Inampudi

Abstract: For analysis in this study the research utilizes a quantitative approach, collecting data through a self-administered questionnaire. The questionnaire explores consumers' awareness and perception of advertising for FMCG products, as well as its impact on their attitudes towards buying behavior. Convenience sampling was used to distribute the questionnaire, targeting consumers within the age range of 18-45 years in Bangalore City. The sample size for this study was 178 participants. Data analysis involves descriptive statistics to examine the awareness and perception levels of consumers towards advertising. Furthermore, inferential statistics such as correlation analysis or regression analysis has been conducted to determine the relationship between advertising and consumers' buying behavior. The focus of this study is on five selected FMCG brands, aiming to gain insights into how advertising influences consumer attitudes towards purchasing these products. The findings of this research will contribute to understanding consumer behavior and the role of advertising in the FMCG industry, providing valuable insights for marketers and advertising professionals. By analyzing the impact of advertisement on consumer buying behavior, this study aims to uncover the significance of effective advertising strategies in influencing consumers' purchasing decisions. It is expected that the results will shed light on the importance of targeted advertising campaigns and relevant product information in driving consumer preferences for FMCG products. The study involved a survey of 178 consumers aged between 18-45 years in Bangalore City. The study considered FMCG products. Analysis of the data revealed that advertisement variables have a positive impact on consumer buying behavior in Bangalore City. The regression analysis showed that the brand of the product has a greater influence on consumer buying behavior compared to the label and environmental advertisement variables. These research findings indicate that advertisements have the ability to attract consumer preference and choices, thereby influencing their buying behavior.

Keywords: Buying Behavior, FMCG Products, Advertisement, Brands, Consumers, & Preferences

Edition: Volume 12 Issue 7, July 2023

Pages: 1114 - 1118

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