IDENTIFYING THE IMPACT OF ELECTRONIC ADVERTISEMENTS ON CONSUMER BUYING BEHAVIOR OF FAST MOVING CONSUMER GOODS

Abstract

Purpose of the study This research aims to find the impact of electronic advertisements on consumer buying behavior of fast moving consumer goods.Evaluating effectiveness of an advertisement is difficult to analyze because there are numerous other factors that affect the increase or decrease in sales of a company’s brand; how much a company needs to invest in electronic advertisement to have the desired results and what are the factors that mostly appeals to the target customers in an electronic ad Introduction Electronic media include television, radio and internet technology. There are number of FMCGs companies operating in Pakistan .Some of them are Procter & Gamble, Unilever Pakistan, Reckitt Benckiser Pakistan, National foods, Nestle Pakistan and many more and FMCG sector in Pakistan is one of the fastest growing sector and is expected to grow in the future Research Methodology The study is conducted in Karachi region but through online data collection efforts are made to have insights in other cities as well like Lahore and Hyderabad, in non contrived environment using random and convenient sampling with a sample size of 100.The research instrument used for collecting data is ‘questionnaire’. Primary sources of data were used for collecting information required for the research. The results that were collected through questionnaire were analyzed and then represented quantitatively through tables and percentages, and then graphically through charts Findings This research reveals interesting facts regarding the impact of electronic ads specifically radio and TV advertisements on purchasedecisions. Television as a medium has maximum reach, people come to know about FMCG products through TV and word of mouth, radio is not a popular medium.Generally consumers do agree that an advertisement helps in recalling the brand name at the time of purchase. Some people do purchase products for the first time because of advertising, but others do not think they have purchased products merely because of advertisements.