( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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IMPACT OF ADVERTISEMENT ON CONSUMER BEHAVIOUR OF FMCG IN BANGALORE CITY: WITH A FOCUS ON CONSUMPTION OF DETERGENT POWDER

    2 Author(s):  PROF. MUDASIR AHAMED KHAN N,PROF. MAHAJABEEN

Vol -  9, Issue- 9 ,         Page(s) : 211 - 218  (2018 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

The study was conducted with an objective to find out the advertisement effectiveness on the behaviour of the consumers towards fast moving consumer goods in Bangalore city. The sample for study chosen was 200. A questionnaire was thoroughly prepared to measure the advertisement effectiveness. The study aimed to generate the perception and awareness of people about the (FMCG) detergent brands. 5 brands of detergent powders were selected in our present study. For a better analysis Chi-Square test was used. The results proposed that people change their brand for to try the new brand. Results are also proposed that consumer behaviour changed to the type of income and male were more receptive to advertisement in comparison to female. The behaviour of the consumer can be changed through advertisement.

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