Do advertisements for fast moving consumer goods create response among the consumers? an analytical assessment with reference to India

K Pongiannan, Jayakumar Chinnasamy

Research output: Contribution to journalArticlepeer-review

Abstract

Fast Moving Consumer Goods (FMCG) are products that are required by almost all users in their day today life. The advertisements for these products need more attention in terms of creating responsiveness among the consumers for their purchase decision. Hence, the present work intends to study whether the advertisements for FMCG products are effective in creating responsiveness. For this purpose, primary data was collected from sample respondents from Coimbatore District of Tamil Nadu, India using a well-structured questionnaire and random/snow ball sampling technique. Appropriate statistical analysis tools such as
frequency analysis, Chi-Square test, One-Sample ‘t’test, Kruskal Wallis test and descriptive statistics were used and it is found that reachability, understandability and viability of the FMCG advertisements have significant influence in creating responsiveness among the consumers. Further, the quality of FMCG advertisements should be enhanced in terms of its message content, attracting the attention level of the audience, high level of creativity and frequent changes/updation of presentation style of the advertisements.
Original languageEnglish
Article number522
Pages (from-to)249-254
Number of pages6
JournalInternational Journal of Innovation, Management and Technology
Volume5
Issue number4
DOIs
Publication statusPublished - 1 Aug 2014
Externally publishedYes

Keywords

  • FMCG
  • advertisements
  • responsiveness
  • consumer
  • effectiveness

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