Impact of Media Vehicles and Consumer Behaviour: A Study on FMCG Products
- Author Rambabu Lavuri
- DOI
- Country : India
- Subject : Business Management
Keywords : Consumer Behaviour, Media Exposure, Media Vehicles, Media Ads Appeals, Media Strategy, FMCG.
Abstract
Media is a very effective tool of communicating target customers by the message, and it has ability to communicating target audience by the visual and audio communication, so this make effective media strategy is a vital medium to make audience aware of the company's products and services. This research paper study was conducted to find out the effect of media strategies on consumer purchase behaviour; where in the scope of study was limited to Hyderabad city. A structure questionnaire was used to measure the effect of media strategies and every age of the person was targeted in this research study for to get the purchase behaviour of consumer towards FMCG with selected products, with sample size 857 respondents and tested via descriptive statistics, percentages, ANOVA, correlation and multiple regression analysis by using SPSS 20.0 Version. The result of the study showed that media strategies like media exposure, diff. media vehicles, and media ads appeals have positive effect on consumer behaviour, while purchasing FMCG products.
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