EFFECTIVENESS OF TELEVISION ADVERTISING ON CONSUMER PERCEPTION OF PACKAGED MILK (FCLM)

Abstract

Purpose: The major aim of this study was to investigate the effectiveness of television advertising on consumer perception for packaged milk products (FCLM) category. The study further also determines the role of television advertising towards consumer imagery of packaging attributes. The slight shift in consumption pattern of middle class families towards packaged products is observed which encouraged in studying the basis of this study. Methodology: The study involved the use of questionnaires filled by 386 respondents. The respondents belonged to different age groups, different income level and residing in different areas. The integration of data was conducted by using SPSS which further was analyzed by applying Regr ession and Correlation tests. Findings: The complete analysis of the data reveals positive relationship between television advertising and consumer perception towards packaged milk consumption. It was concluded that packaging attributes also corresponds to major importance when it comes to perception therefore the role of television advertising is of significance in building perception. Practical Implications: The outcomes of this research will might help the marketers and advertisers and milk products manufacturers to understand the impact and effectiveness of rising income level and shift in household patterns of consumers and to understand the overalldynamics of constructive perception towards packaged milk products especially (FCLM).