IJIMT 2014 Vol.5(4): 249-254 ISSN: 2010-0248
DOI: 10.7763/IJIMT.2014.V5.522

Do Advertisements for Fast Moving Consumer Goods Create Response among the Consumers? – An Analytical Assessment with Reference to India

K. Pongiannan and Jayakumar Chinnasamy
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 wellstructured 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.

Index Terms— FMCG, advertisements, responsiveness, consumer, effectiveness.

K. Pongiannan is with the Chikkanna Government Arts College, Tirupur–641 602, Tamil Nadu, India (tel.: +91 98943 89239; e-mail: mkpongiannan@gmail.com).
Jayakumar Chinnasamy is with the Strategy, Business & Innovation Division at SMART Academy, Luton, London, United Kingdom–LU1 3DU (tel.: +44-7405375968; e-mail: jchinnasamy@outlook.com).

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Cite: K. Pongiannan and Jayakumar Chinnasamy, " Do Advertisements for Fast Moving Consumer Goods Create Response among the Consumers? – An Analytical Assessment with Reference to India," International Journal of Innovation, Management and Technology vol. 5, no. 4, pp. 249-254页, 2014.

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