The Effects of Advertising on Consumer Buying Behavior with Special Reference to FMCG Industry

Abstract

Purpose: This research is being carried out to fully understand the impact of advertising on the buying behavior of FMCG (Fast-Moving Consumer Goods) customers, as well as the factors that influence the consumer’s behavior. A total of 213 respondents largely belongs to Gen Z were surveyed for this study, the majority of them were residents of Bhopal, Madhya Pradesh, India. This research will provide inputs to marketing companies about the consumer purchasing behavior which will help them to place their product on the most appropriate platform in an efficient manner that will influence their target customers. Design/ Methodology/Approach: This study used an exploratory descriptive research methodology to explore the relationship between the advertisement and consumer buying behavior. Structured questionnaires were used to collect data for the study. An online survey was used to collect data from individuals above the age of 12. G* Power was used to calculate the needed sample size for the research. To examine the study's structural model, SmartPLS software with SEM was employed. Findings: Findings of the study reveals that Social media and Television are the two most popular types of advertising platforms. Brand Ambassadors, Sports Personalities, Attractiveness of the product, Tag lines, Jingles followed by the price were the factor which influences the buying behavior of consumers. Practical Implication: The findings of the study suggested, social media and television are the two most popular media. Actors and sports personalities influence the consumers most, these factors should be considered while creating advertisements for FMCG products. Original Value: This research would assist the FMCG industry and advertising agencies to understand the consumer likes and dislikes and the impact of advertisement on it. It will help them in designing the advertisements effectively which will help in the better product   promotion.