AN EMPIRICAL STUDY ON IMPACT OF ADVERTISEMENT WITH REFERENCE TO FAST MOVING CONSUMER GOODS IN CHENNAI

This paper aims to explore the role of advertisement on attitudes towards buying behavior. questionnaire has prepared to evaluate the impact of advertisement. The sample data has been collected from one of the reputed engineering college in state capital region Chennai. The consumers are chosen between the age limit of 18-21. One of the important food segments in FMCG has been taken into account especially the packed foods. Five brands has been taken into consideration as FMCG's brand Lays, Kurkure, Bingo, Haldirams and Parle. Interviews were made in respect of their co-relations with advertisements. These results of this research exposed that advertisement attracts towards the preference and choices to influence the consumer buying behavior. The aim of this paper is, on one hand, to know the impact of advertisements on consumer behavior in fast moving consumer goods especially packed foods, On the other hand, to find out the effective media of advertisement. Prior to the formal survey, a survey was conducted in the form of questionnaires and interviews. After refining some questions, an improved questionnaire was developed. Then the questionnaire was distributed among 100 consumers with a response rate of 100%.