A Study on Impact of Advertising on Consumers Buying Behavior with Reference to FMCG's in Urban Bengaluru

Abstract

The advertisement differs from all other marketing strategies and has a longer lasting impression on the audience's thinking. Advertising (ad) is a marketing approach that promotes products, services, and innovations in a way that is both accessible and effective. A customer's proclivity to purchase products and services without preparing is referred to as an impulsive purchase. FMCG has an enormous customer base because the products are daily needs. The selection of products would assist in the selection of different age groups since each segment of society and age groups uses one or more FMCG brand products. This sample of customers can aid in a better understanding of the effects of advertising on customer behavior. Every day, a large number of advertisements are displayed to customers on various channels. Targeted advertisements with coupons and rebates can give consumers impulsive purchases. There were many pieces of research which were conducted in this area but no research was conducted in Bangalore on buying behavior of customer due to advertisement. Here the impulsive buying behavior due to advertisement and loneliness leading to impulsive buying is researched on where previous research does not cover the loneliness and the impulsive behavior due to advertisement were not studied. The research is conducted in urban Bangalore. The reason for the study is to know whether the customers getting influenced by advertisements The main objective is to identify if advertisement causes impulsive buying of FMCG products. The second objective is to identify how loneliness leads to impulsive online shopping of FMCG products. The third objective is to identify the level of satisfaction of purchase of FMCG goods due to social media advertisement and the fourth objective is to analyze the demographic profile of respondents who buy FMCG products seeing the advertisement. To test the hypothesis SPSS 25th version is used. The data was primary data and 151 responses were collected from the citizen of urban Bengaluru by using simple random sampling. And secondary data was collected from websites, and magazines. For the analysis Independent T-test and ANOVA is used. The study result shows that there is a significant relationship between social media advertisement and buying behavior. There is also a significant association between the impulsiveness of the consumer and the buying behavior. The loneliness also leads to impulsive shopping. It also showed that there is no significant association between age, gender, marital status, occupation, and buying behavior.