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Das, Mridusmita
- Viewers’ Understanding of the Marketing Communication Through Media Advertisements of FMCG Brands and its Impact on Buying Behaviour
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Authors
Affiliations
1 Centre for Management Studies, Dibrugarh University, Dibrugarh – 786004, IN
2 Department of Commerce, Dibrugarh University, Dibrugarh – 786004, IN
1 Centre for Management Studies, Dibrugarh University, Dibrugarh – 786004, IN
2 Department of Commerce, Dibrugarh University, Dibrugarh – 786004, IN
Source
Asian Journal of Management, Vol 8, No 4 (2017), Pagination: 1092-1102Abstract
Media advertisements are the major source of disseminating information regarding quality, product features, etc. to the consumers and thus posses a high level of brand awareness followed by a standardized decision making capacity. With the basis on a suitable impact index, this study aims to observe the communication content that the advertisers wish to project through the advertisements and the level of understanding of the viewers of a small district in India towards the communication content shown in media advertisements of Fast Moving Consumer Goods (FMCG) brands. First objective reveals that the advertising agencies maintain enough space while designing an advertisement in order to communicate the message to the viewers. An equal balance of the criteria’s like; advertising appeals, communication content and frequency results in a more attractive, entertaining and informative advertisement creating an optimistic attitude among the viewers’ towards the advertised brand. The second objective shows that, there exists a fair impact of marketing communication through media advertisements on the viewers. The results of third objective reveals that, there doesn’t exists a significant difference in the contribution of the communication content through media advertisements of the selected FMCG brands on the buying behaviour of the urban-rural matrix.Keywords
Television, Advertisements, Creative Advertising Agencies, FMCG, Brand Equity.
References
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- An Empirical Study on Brand Positioning and Consumer Perception towards Various Shampoo Brands
Abstract Views :104 |
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Authors
Affiliations
1 Assistant Professor, School of Entrepreneurship and Management, Assam Rajiv Gandhi University of Cooperative Management, Sivasagar, Assam, IN
1 Assistant Professor, School of Entrepreneurship and Management, Assam Rajiv Gandhi University of Cooperative Management, Sivasagar, Assam, IN
Source
International Journal of Marketing and Business Communication, Vol 9, No 1&2 (2020), Pagination: 13-21Abstract
Positioning is the mental space which every marketer craves to imprint in the consumer’s mind. A marketer always desires their consumers to imagine, when they come across with a brand name. In order to keep a hold in the market, the marketers strive to get the best positioning strategies by understanding how customers perceive their brand with respect to the available varieties. As Fast-moving consumer goods (FMCG) market is booming day by day, five shampoo brands were being considered as cases. With the technique of perceptual mapping, this study identified the effectiveness of the brand positioning strategies, the consumers’ perception and the attributes influencing the consumers’ buying behaviour towards the selected brands. The study investigated how consumers’ associate the attributes in different dimensions with reference to leading shampoo brands. The study revealed that the consumers perceive the selected brands equally and positively as far as their usage is considered. Positioning of these brands effectively influences the consumers’ and their buying behaviour and they plan and project the campaigns in accordance with the consumers’ perception.Keywords
Brand Positioning, Perceptual Mapping, Consumer Perception, Buyer Behaviour, Fast Moving Consumer GoodsReferences
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