Volume : V, Issue : VI, June - 2015

The impact of media strategy on consumer purchase behaviour with special reference FMCG products

Rambabu Lavuri

Abstract :

 Media Advertisement is a very effective tool of communicating message to its target audience, it is combination of visual and audio communication and this makes effective aware of products in target audience. This research paper studied that how the media influencing consumers decision making at purchase mode, towards FMCG products and also study on different factor which influence on buying behaviour. A questionnaire was used to measure the impact of media strategy, awareness and perception of FMCGproducts. For the analysis ChiSquare, Z test and descriptive analysis were used. The primary data has been collected from 150 respondents from Hyderabad city. The secondary data has been collected from books, websites, and articles. The results proposed that some of factors like income, economical and societal stators impact on consumer buying behaviour.

Keywords :

Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Rambabu Lavuri The Impact of Media Strategy on Consumer Purchase Behaviour With Special Reference FMCG Products Indian Journal of Applied Research, Vol.5, Issue : 6 June 2015

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