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Vol.

III : Issue 9

ISSN : 2250-1940 (Print), 2349 - 1647 (Online)


Available online @ www.selptrust.org
Research Explorer
ISSN : 2250-1940 (Print), 2349 - 1647 (Online)
Impact Factor : 0.389, Vol. III : Issue. 9
July - December 2014

THE IMPACT OF TV ADVERTISEMENT ON


FAST MOVING CONSUMER GOODS CONSUMPTION
Hariharan,
National College Trichy, Tamilnadu

A. Thanapackiam,
Lecturer in Commerce, Don Bosco College, Bangalore
ABSTRACT
The research was conducted in Bangalore city during the year 2013-14. This is a study based on
empirical research. The data were collected from both primary and secondary sources. Importance is given only to
primary data. ANOVA was used to find factors determining the customers preference for products using SPSS
Package. The present study is focused on important factors and sources of information in purchase of FMCGs.
This is an exploratory study using primary data collected through purposive sampling method with an adequate
sample size of 60 respondents of Bangalore city. This research work helps to understand how different variables
influence the purchase decision of individual customers towards FMCGs products.
Key words: Advertisement Effectiveness, Attitude, impact of advertisement, Preference, Purchase Decision

Introduction

Research methodology:

With growing competition and the consumers


being offered a wide range of choices in terms of
choosing a range of products across different brands
the role played by advertising has become very significant
and the impact it creates in the minds of the consumers
is for more effective compared to other forms of
communication. Advertisements is an admirable piece
of work needless to say, the best advertisement obviously
leaves an indelible impact on consumers to use the
product or services.

The research design for the study is descriptive.


The methodology of the study is based on the primary
data as well as secondary data. The study depends mainly
on the primary data collected through well framed and
structured questionnaire to obtain the opinions of the
respondents. The study is confined to Bangalore town.
Convenient sampling method was used in the study to
select the sample. The total of 100 questionnaires has
been distributed and out of which 85 were received. After
the scrutiny of this questionnaire, 25 were rejected and
finally, 60 completed questionnaires were used for the
present study.

Scope of the Study


Present study was carried out from the points
of view of the consumers regarding purchase of fast
moving consumer goods by all strata of the people of
Bangalore.

Primary data
Present study is empirical. It is based on primary
data collected directly by the researcher. It includes
individuals, both male and female in different age groups
belonging to different sections in society such as
student, teacher, business people, Homemakers etc. in
the selected regions of Bangalore by means of structured
schedules.

Objectives of the Study


To analyze the influence of advertising on the
fast moving consumer goods in Bangalore.
To analyze the attitudes of consumers towards
TV commercials and analyze the reasons behind the
purchase of FMCGs.
Research Explorer

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July - December 2014

Vol. III : Issue 9

ISSN : 2250-1940 (Print), 2349 - 1647 (Online)

Secondary data:

also. 73% of the respondents have agreed that promotional


schemes affect their purchase plans and 53% out of 60
respondent s taken for the study have said that their
purchasing of Fast Moving Consumer Goods are because
of add.

The relevant secondary data for the study was


collected mainly from various books, thesis, reports,
journals and Periodicals relating to the subject.
Sample Plan

Table-2 Functions of Advertisement

As it is not practical to attempt a survey of the


entire population of the city, a limited number of people
were surveyed.

Aspects
Number of Respondents Percentage
Information
35
58
Entertainment
2
3
Influence
17
28
Values to society
6
10
Total
60
100

Sample Size: The sample size for the study is 60


customers.
Sample Unit: The sampling unit consists of the
customers of Bangalore

Source: Primary Data


The above table 2 shows that out of total
respondents taken for the study, 58% of the respondents
have said that function of advertisement is giving
information about the product, and only 3% of the
respondents said that it gives values to the society.

Research Design: The research is descriptive in nature.


Table-1 Personal experience of Respondents
Aspects
Believe in advertisement
Ads are important
Influence of advt. on shopping trend
Preference towards branded items
Awareness about FMGC
Purchase of goods based on advt.
Is advt. appealing
Is advt. fun to watch
Would you share your views
Positive reaction to the ads.
Liking of similar ads.
Promotional activities affects your purchase
Purchase of FMCG because of ads.

Yes
45
57
42
47
34
35
34
40
38
42
35
44
32

No
15
3
18
13
26
25
26
20
22
18
25
16
28

Table-3 Means of Advertisement

Aspects
Number of Respondents Percentage
Newspaper
9
15
Magazines
2
3
TV
42
70
Internet
7
12
Total
60
100
Source: Primary Data
From the above table 5, it is clear that out of 60
respondents, 70% are accepted that TV is the most
striking media to advertise for FMCG products.

Source: Primary Data

Table 4 Purchase decisions


Aspects
Number of Respondents Percentage
Print Ads
15
25
TV Ads
32
53
Outdoor Ads
13
22
Total
60
100
Source: Primary Data

The above table 1 is created based on the data


collected through the primary source of questionnaire.
The researcher has collected the respondents personal
experience towards ads with the help of above questions.
Out of 60 respondents, 45 persons have strong belief in
advt. 57 persons said that advertisements are important
for making purchase decision. The question was asked
to the respondents, regarding the influence of
advertisement on their shopping trend nearly 70% of
respondents have given positive response. Only 30% of
the respondents said that their shopping do not get
affected because of ads. 47 persons said that they will
prefer only branded items and the rest would go for
unbranded things. The researcher was interested in
finding out whether respondents know the expansion of
FMCG .In this regard 78% of the respondents have
favourable answers. 56% and 66% of the respondents
have answered Yes for the questions was add appealing
and the ads was fun to watch respectively. 70% of the
respondents have positive reaction towards add and 58%
of the respondent would like to see similar add in future
Research Explorer

Its very clear from the above graph 53% of the


respondents make their purchase decision based on TV
ads. They are accepting the fact that TV ads influence
their purchase. 25% believe print ads also helps in making
purchase decisions. Remaining 22% make their purchase
on the basis of outdoor ads.
H0: There is no significant difference between
respondents age and their belief in advertisement.
The ANOVA output for comparing the mean for
different age- groups shows in table 10 that which is
more than significant value (sig 0.388>0.05) this implies
that there is no association between difference age group
and their belief in advertisement. This leads to acceptance
of null hypothesis.
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July - December 2014

Vol. III : Issue 9

ISSN : 2250-1940 (Print), 2349 - 1647 (Online)

Table 5
ANOVA table output for belief in
advertisement with respect to age
Sum of df Mean
f
Sig
squares
square
Between
.481
3
.160
1.028 .388
groups
With in
7.633
49
.156
groups

advertisement on Selected TV channels on prim time will


unknowingly influence the purchase decision.
It has been also concluded that maximum no.
of consumers are attracted towards the advertising on
purchasing of FMCG products. In this way Television
advertising plays a vital role in buying behavior of
consumers in Bangalore city.
References:
1. K. and Bharti (2008). Awareness and Consumption
Pattern Of Rural Consumers Towards Home And Personal
Care Products. Rural Marketing, Volume 60, pp. 03.

Findings and Conclusion:


Television is often called The King of the
advertising media, since a majority of the people spends
more hours in watching TV per day than any other
medium. TV has proved its persuasive power in
influencing human behavior from time to time because it
combines the use of sight, color, sound and motion.

2. Libert D. E(1979) Television advertising and values


3. . J. and Kotze, T. (2001) Parents and television
advertisement as Consumer Socialisation Agents for
Adolescents: An Exploratory Study. Journal of Family
Ecology and Consumer Science, Vol. 29, pp. 91-98.

It has been concluded that T.V. advertising have


great impact on buying behavior of customers. Before
purchasing any product customers/ consumers collect
information for their proper purchasing decision making
activities. Hence advertising is mostly adopted to get
information about FMCG products. There are different
factors influenced on buying behavior of consumers in
that it has been found that 70% of the respondents have
agreed that their shopping of fast moving consumer
goods is based on advertisement. 58% of the respondents
agreed the fact that they watch advertisement for getting
information and 70% agreed that TV is the most striking
media for advertisement. It can be presumed that repeated

4. Patricia (8 May, 1989). The ABCs of Marketing to Kids.


Fortune, pp.114-120.
5. Hemlataj. Patel (2012).A study on consumer Awareness
regarding house hold goods:vol. VII, Issue III May-June
2012,pp.34-40.
6. M.Nasrin Silthana(2011)Factors influencing purchase
Behavoiur of consumers of home appliances. Vol.50.No.2.
pp.45-50.
7. Journal of Indian Marketing.Vol 7 ,issue 2(2011) Impact
of celebrity advertisement, pp.4-11.
8. Hitesh D.Vyas(2011)consumer Purchase of consumer
durables: A Factorial Study, pp.38-44.

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