IS ADVERTISEMENT USED TO CREATE BRAND BUILDING OR SALES? AN EMPIRICAL STUDY CONDUCTED AMONG PROFESSIONAL STUDENTS IN COIMBATORE CITY

The study focused on understanding the impact of advertisement on adult buying behavior towards fast moving consumer goods among professional students. FMCG industry is the highly competitive industry where advertisement plays a vital role. MBA, MCA and Engineering students were selected for the study. A questionnaire was developed, which carried questions related to the demographic variables, purchase factors, advertisement factors, product and brand attributes. The collected data were coded, analyzed and tabulated with at most care. From the findings and discussions of the study and also from the literature review we came to the conclusion that advertisement influences the purchase factors which influence the buying behavior of the customers. The study started with a theoretical framework as attitude towards advertising influence both purchase factors and buying behavior, but this model was disproved and a new model has been developed using Structural Equation Model. The new model explains that advertisement and purchase factors have relationship and purchase factors influence the buying behavior.