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.
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 language | English |
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Article number | 522 |
Pages (from-to) | 249-254 |
Number of pages | 6 |
Journal | International Journal of Innovation, Management and Technology |
Volume | 5 |
Issue number | 4 |
DOIs | |
Publication status | Published - 1 Aug 2014 |
Keywords
- FMCG
- advertisements
- responsiveness
- consumer
- effectiveness