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IMPACT OF TELEVISION
ADVERTISEMENT ON THE BUYING
BEHAVIOUR OF FMCG CUSTOMERS
IN COIMBATORE DISTRICT: A STUDY
T VASUMATHI1
Dr P B BANUDEVI2
ABSTRACT

Television advertisement is considered one of the most effective medium to influence the
purchase decision of consumers. This study aims to analysis the impact of television
advertisements on the buying behavior of FMCG customers. The data was obtained from the
general public Coimbatore district. A sample of 150 questionnaires were circulated,
recorded and compared. Results indicate that most of the respondents felt that they were
influenced by food items and hair care products advertisements were influence to buy those
products. It is noticed that most of the respondents expressed that advertisement are
entertaining and call to mind. The findings from the study depict that FMCG advertisements
are successful in creating impact on buying behavior of the FMCG products, particularly
about the food items and skin care products. The customers are expecting much information
from the short advertisements. It is suggested that the advertisement need to be more
informative. It can be inferred that advertisements lead to the digital money transactions
and created more awareness.

Keywords: Advertisements, Buying Behavior, FMCG

INTRODUCTION

FMCG (Fast Moving Consumer Goods) may be defined as products that have a quick
turnover and relatively low cost. These are non-durable goods that are frequently purchased
by customers. It is also known as Consumer Packaged Goods (CPGs). Consumers spend only
minimum time and effort to purchase these products. On the profit scale, the margin for these

1
Research Scholar, Department of Commerce, Dr.N.G.P.Arts and Science College (Autonomous) &
Assistant Professor, Department of International Business, Sree Narayana Guru College, Coimbatore,
India
2
Professor and Head Department of Commerce – Finance, Dr. N. G. P. Arts and Science College
(Autonomous), Coimbatore, India

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types of products is very low but they are sold in greater quantities which is the reason for
outbreak of numerous brands for each type of FMCG product leading to competition in the
market. To be successful in the market, each producer/supplier works out various business
strategies for these products. On such tactics of business, the advertising encourages
consumers to try a new brand or a brand they have not tried before. If these advertisements
can create response among the customers, then the producers can grab the market.

Albert Lasker, the father of advertising expressed that "Advertising is salesmanship in print".
But he offered this definition long before television and internet, at a time when the nature
and scope of advertising were quite limited. The London Institute of Practitioners in
Advertising has given a definition which very closely approximates the following points:
"Advertising presents the most persuasive possible selling message to right prospect for the
product or service at the lowest possible cost". Consumer buying behavior is the sum total
of a consumer's attitudes, preferences, intentions, and decisions regarding the consumer's
behavior in the marketplace when purchasing a product or service. The study of consumer
behavior draws upon social science disciplines of anthropology, psychology, sociology, and
economics.

REVIEW OF LITERATURE

Chang, Angela Ya-Ping (2017) studied the Effects of Sales Promotion on Consumer
Involvement and Purchase Intention in Tourism Industry. The study results present the
significant correlations between Sales Promotion and Consumer Involvement, Consumer
Involvement and Purchase Intention, and Sales Promotion and Purchase Intention. Gopisetti,
Rambabu (2017) attempted to study the factors affecting the Consumer Buying Behaviour
towards selected Personal Care Products. The researcher collected from 200 respondents of
Nizamabad District with structured questionnaires. In this regards Television, Quality and
Brand loyalty are the powerful factors to influence the consumer buying behaviour.
Television is the powerful tool for spreading the information of brands to the final
consumers.

Asha K (2016) focused the impact of advertisement on buying behaviour of rural consumer
towards FMCG in Kanyakumari District . The marketers have realized the prospective in the
rural market, which has become serious for them, be it for a branded shampoo or an
automobile. Today, television has made the customer in a rural area quite literate about
countless products that are on offer in the market place. Media plays a pivotal role in the

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www.zenonpub.com Apr-Jun 2018 ISSN 2455-7331 - Vol III – Issue II

penetration of goods like cosmetics, mobile phones, and other FMCG products etc. in the
rural areas. Awan, Abdul Ghafoor (2016) attempted to find out how much advertisement
bring effect on the consumer’s buying behavior with reference to FMCGs. With the help of
Kirkpatrick model that contain one dependent and five independent variables, a conceptual
framework was developed. The study indicated that robust because the evidence shows that
advertisements have significant impact on consumers’ buying behavior and their choices.
Nabi, Kamalun (2016) studied the advertisement effectiveness on the behavior of the
consumers towards fast moving consumer goods in Bhadrak district and aimed to generate
the perception and awareness of people about the (FMCG) detergent brands. The results
proposed that people change their brand for to try the new brand and also proposed that
consumer behavior changed to the type of income and male were more receptive to
advertisement in comparison to female.

Malik, Garima (2015) attempted to study the Advertisement and Sales Promotion impact on
FMCG Sector in rural India and the overall potential of the rural market. Due to the social
and backward condition the personal selling efforts have a challenging role to play in this
regard. The word of mouth is an important message carrier in rural areas. The low rate
finance availability has also increased the affordability of purchasing the costly products by
the rural people. Marketer should understand the price sensitivity of a consumer in a rural
area. Punniyamoorthy, R (2015) explored the role of advertisement on attitudes towards
buying behavior. These study exposed that advertisement attracts towards the preference and
choices to influence the consumer buying behavior and to know the impact of advertisements
on consumer behavior in fast moving consumer goods especially packed foods. The study
also aimed to find out the effective media of advertisement. Kejriwal, Rachana (2014)
aimed to explore the role of advertisement expenses by the company which leads to increase
the sale of the company and the profit of the company which in turn increases the overall
growth of the company. The study results exposed that advertisement attracts towards the
preference and choices to influence the consumer buying behavior and ultimately leads the
sales of the company to grow. Advertisement expenses influenced the consumers and
increases the sales of the company.

Sonkusare, Geeta (2013) studied the different factors which influenced on buying behavior,
their satisfaction with advertising strategies in FMCG products, their monthly expenditure etc
of women. Though the different media spread awareness but television advertising plays a
vital role in buying behavior of women consumers. Rasool, Muhammad Sajid (2012)

International Journal of Research in Applied Management, Science & Technology

www.zenonpub.com Apr-Jun 2018 ISSN 2455-7331 - Vol III – Issue II

conducted to find out the effects of advertisements on user behavior in Lahore city and aimed
to get the perception and awareness of people about the (FMCG) toothpaste brands. The
study proposed that people change their brand for to try the new brand and also proposed that
consumer behavior changed by the income and male are more like the advertisement rather
than the female. The behavior of the consumer could be changed by the advertisement but
expensive products and repetition of advertisement cannot be changed the purchase decision.

STATEMENT OF THE PROBLEM

The present study is an attempt to explore the impact of television advertisements on the
buying behavior of FMCG customers in Coimbatore district. There is no doubt FMCG
marketers face unique challenges in trying marketing efforts to sales results. Unlike verticals
as distinct as apparel, electronics, and financial services, FMCG product purchases still
largely occur offline, where store placement and attractive product packaging matter as much
than advertising. Hence the study attempted to study the buying behavior of the FMCG
customers and the advertisement impact on their buying behavior.

OBJECTIVES

1. To study the buying behavior of FMCG customers

2. To analysis the impact of advertisements on FMCG buying behavior

METHODOLOGY

The present study is descriptive and analytical in nature. The study has made use of both
primary and secondary data. Questionnaire used to collect the data. For the study the
researcher distributed and collected data from 150 participated from various places of
Coimbatore city. After collecting the data, SPSS used to analyze the data. The results were
presented in tables with percentage. Some of the data were analyzed with mean and standard
deviation values. Using the chi-square and regression, the study hypothesis was proved.

TABLE NO: 1 - SOCIAL DEMOGRAPHIC PROFILE

Category No of Respondents Percentage

Male 84 56
Gender Female 66 44
Total 150 100
Below 25 21 14
26-30 85 56.7
Age
31-35 5 3.3
Above 35 39 26

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www.zenonpub.com Apr-Jun 2018 ISSN 2455-7331 - Vol III – Issue II

Total 150 100

Professional 8 5.3
Post Graduate 44 29.3
Educational
Graduate 85 56.7
Qualification
Other 13 8.7
Total 150 100
Self Employment 56 37.3
Occupational Home Maker 44 29.3
Status Professional 50 33.3
Total 150 100
Below 15000 6 4
15001-20000 62 41.3
Monthly
20001-25000 74 49.3
Income
Above 25000 8 5.3
Total 150 100
The table no 1 shows the social demographic profile of the respondents. It is clear from the
table that 56% of the respondents were male and 44% of the respondents were female. It is
noticed that 57% of the respondents were belong to 26-30 age and 26% of the respondents
were belong to above 35. Around 14% of the respondents were below 25 age and 3% of the
respondents were aged 31-35. It is clear from the table that 57% of the respondents were
graduated and 29% of the respondents were post graduated. Around 5% of the respondents
had professional educational qualification and 9% of the respondents other educational
qualifications. It is noticed from the table that 38% of the respondents had self employment
and 33% of the respondents had professional job. Around 29% of the respondents were home
makers. It is clear that 49% of the respondents had Rs. 20001 to 25000 of monthly income
and 41% of the respondents had Rs. 15001 to 20000. Around 5% of the respondents had
above 25000 as monthly income and remaining 4% of the respondents had below Rs. 15000
as monthly income.

TABLE NO: 2 - PROMOTIONAL FACTORS INFLUENCE TO BUY A PRODUCT

Sl. No
Factors No of Respondents Percentage
1
Advertising 59 39.3
2
Shop Display 21 14
3
Word Of Mouth 27 18
4
Family Friends 9 6
5
Dealer 13 8.7
6
Relatives 21 14
Total 150 100
The table no 2 shows the respondents’ opinion about the various promotional factors which
influence to buy a product. It is noticed that 39% of the respondents expressed that
advertisement influenced them to buy the product. 18% of respondents told word of mouth

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www.zenonpub.com Apr-Jun 2018 ISSN 2455-7331 - Vol III – Issue II

influenced to buy a product and around 14% of the respondents said shop display influenced
and another 14% of the respondents told the relatives opinions to buy a product. 9% of the
respondents told dealers and 6% of the respondents expressed the opinion of family friends
influenced to buy a product.

TABLE NO: 3 - REASON FOR MAKING TO PURCHASE A PRODUCT

Sl. No
Factors No of Respondents Percentage
1 Discount 61 40.7
2 Variety 74 49.3
3 Services 11 7.3
4 Ambience 4 2.7
Total 150 100
The table no 3 shows the reasons which induced them to purchase a product. It is noticed that
49% of the respondents preferred a product for variety and 41% of the respondents preferred
for discount for a product. Around 7% of the respondents preferred for service and 3% of the
respondents preferred for ambience of the product.

TABLE NO: 4 - INFLUENCE OF ADVERTISEMENT TO BUY FMCG PRODUCTS

Sl. No Category Mean Std Div Rank

1 Washing Power 2.49 0.757 5
2 Skin Care products 1.89 0.935 3
3 Bath soap items 2.37 0.523 4
4 Hair care products 1.87 0.522 2
5 Food items 1.17 0.38 1
The table no 4 shows the respondents opinion on influence of advertisement to buy FMCG
products. Five Likert scale used to collect the opinion from the respondents. Based on
respondents’ opinion Mean and standard deviation, the results are presented in the ranking.
Among the top most five FMCG product, Food items advertisements (M:1.17; SD: 0.38)
ranked first, hair care products advertisements (M:1.87; 4SD:0.522) ranked second, Skin care
products advertisements (M:1.89; SD:0.935) ranked third, bath soap advertisements (M:2.37;
SD:0.523) ranked fourth and washing power advertisement (M:2.49; SD:0.757) ranked fifth.

TABLE NO: 5 - MODE OF PURCHASE THE FMCG PRODUCTS

Sl. No Factors No of Respondents Percentage

1 Online 8 5.3
2 Retail Shop 43 28.7
3 Super Market 74 49.3
4 Shopping Malls 22 14.7
5 Others 3 2
Total 150 100

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The table no 5 shows the mode of purchasing the FMCG products. It is noticed that 49% of
the respondents were purchasing the FMCG products in Super Markets and 29% of the
respondents were purchasing the FMCG products in retail shops. Around 15% of the
respondents were purchasing the FMCG products in shopping Malls and 5% of the
respondents were purchasing some FMCG products through online shopping.

TABLE NO: 5 - MODE OF PAYMENT

Sl. No
Factors No of Respondents Percentage
1 Cash 64 42.7
2 Online Payment 33 22
3 Debit Card 35 23.3
4 Credit Card 18 12
Total 150 100
The table no 5 shows the mode of payment for purchasing of FMCG products. It is clear from
the table that 43% of the respondents were paying cash for the purchase and 23% of the
respondents were paying through debit cards. Around 22% of the respondents were paying
through online payment such as paytm apps and 12% the respondents were using the credit
cards for purchasing of FMCG products.

TABLE NO: 6 - EXPECTATION FROM AN ADVERTISEMENT ABOUT THE

PRODUCT

Sl. NoFactors No of Respondents Percentage

1 Brand 25 16.7
2 Product Info 48 32
3 Price Info 20 13.3
4 Celebrity 48 32
5 Discount 9 6
Total 150 100
The table no 6 shows the respondents expectation from an advertisement about the product. It
is noticed that 32% of the respondents were expecting the product information from the
advertisement and another 32% of the respondents were expecting about the celebrity
endorsement. Around 17% of the respondents were expecting brand information about the
products and 13% of the respondents were expecting the price information from the
advertisement. Only 6% of the respondents were expecting the discount information of a
product from the advertisements.

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www.zenonpub.com Apr-Jun 2018 ISSN 2455-7331 - Vol III – Issue II

TABLE NO: 7 - OPINIONS ABOUT IMPACT OF ADVERTISEMENT ON BUYING

BEHAVIOUR OF FMCG PRODUCTS

Sl. No Factors Mean Std. Div

Advertisements are entertaining and
1 1.56 0.65
call to mind
Watched and influenced to buy the
2 1.93 1.011
products
Watch advertisements and choose
3 3.11 0.994
things for themselves
Easily be influenced by them to buy
4 3.93 1.133
certain things
The table no 7 shows the opinion about the impact of advertisement on buying behaviour of
FMCG products. It is noticed that most of the respondents expressed that advertisement are
entertaining and call to mind. Many respondents stated that they watch the advertisements
and are influenced the products for their family members. Some of the respondents shared
that they watched the advertisements and choose the products for themselves. Less number of
respondents reported that they can easily be influenced by them to buy certain things.

TABLE NO: 7 - CHI-SQUARE TEST BETWEEN EXPECTATIONS OF AN

ADVERTISEMENT AND THE PROMOTIONAL FACTORS

Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
a
Pearson Chi-Square 61.878 20 .000
Likelihood Ratio 56.128 20 .000
Linear-by-Linear
6.776 1 .009
Association
N of Valid Cases 150
a. 20 cells (66.7%) have expected count less than 5. The
minimum expected count is .54.
The table no 7 shows the chi squire test between expectations of an advertisement on a
product and the promotional factors to influence to buy that product. It is inferred that the P
value is lesser than the table value and the significance value is 0.000 at the significant level
of 95%. Hence the null hypothesis is rejected and alternative hypothesis is being accepted.
The Alternative hypothesis is “There is a significant relationship between expectations of
an advertisement on a product and the promotional factors to influence to buy that
product”

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www.zenonpub.com Apr-Jun 2018 ISSN 2455-7331 - Vol III – Issue II

TABLE NO: 8 - CHI-SQUARE TEST BETWEEN EXPECTATIONS OF AN

ADVERTISEMENT ON A PRODUCT AND REASONS FOR MAKING DECISION
TO BUY THE FMCG PRODUCT

Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
a
Pearson Chi-Square 58.660 12 .000
Likelihood Ratio 44.095 12 .000
Linear-by-Linear
10.705 1 .001
Association
N of Valid Cases 150
a. 12 cells (60.0%) have expected count less than 5. The
minimum expected count is .24.
The table no 8 shows the chi squire test between expectation of an advertisement on a
product and reasons for making decision to buy the FMCG product. It is inferred that the P
value is lesser than the table value and the significant value is 0.000 at the significance level
of 95%. Hence the null hypothesis is rejected and alternative hypothesis is being accepted.
The Alternative hypothesis is “There is a significant relationship between expectations of
an advertisement on a product and reasons for making decision to buy the FMCG
product”

TABLE NO: 9 - CHI-SQUARE TEST BETWEEN EXPECTATION OF AN

ADVERTISEMENT AND INFLUENCE OF THE ADVERTISEMENT TO BUY SKIN
CARE PRODUCTS

Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 42.982a 8 .000
Likelihood Ratio 33.364 8 .000
Linear-by-Linear
4.201 1 .040
Association
N of Valid Cases 150
a. 7 cells (46.7%) have expected count less than 5. The
minimum expected count is .72.
The table no 9 shows the chi squire test expectation of an advertisement and influence of the
advertisement to buy skin care products. It is inferred that the P value is lesser than the table
value and the significant value is 0.000 at the significance level of 95%. Hence the null
hypothesis is rejected and alternative hypothesis is being accepted. The Alternative

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www.zenonpub.com Apr-Jun 2018 ISSN 2455-7331 - Vol III – Issue II

hypothesis is “There is a significant relationship between expectation of an advertisement

and influence of the advertisement to buy skin care products”

TABLE NO: 10 - REGRESSION BETWEEN GENDER AND INFLUENCE OF

ADVERTISEMENT TO BUY FMCG PRODUCTS

Model Summary
Adjusted R Std. Error of
Model R R Square Square the Estimate
1 .682a .465 .447 .370
a. Predictors: (Constant), Food items, Hair care products,
Washing Power, Bath soap items, Skin Care products

ANOVAb
Sum of
Model Squares df Mean Square F Sig.
1 Regression 17.199 5 3.440 25.067 .000a
Residual 19.761 144 .137
Total 36.960 149
a. Predictors: (Constant), Food items, Hair care products, Washing Power, Bath
soap items\, Skin Care products
b. Dependent Variable: gender
The table no 10 shows the chi squire test Gender and Influence of advertisement to buy
FMCG products. It is inferred that the P value is lesser than the table value and the
significant value is 0.000 at the significance level of 95%. Hence the null hypothesis is
rejected and alternative hypothesis is being accepted. The Alternative hypothesis is “There is
a significant difference between gender and Influence of advertisement to buy FMCG
products”

TABLE NO: 11 - REGRESSION BETWEEN MONTHLY INCOME AND

INFLUENCE OF ADVERTISEMENT TO BUY FMCG PRODUCTS

Model Summary
Adjusted R Std. Error of
Model R R Square Square the Estimate
a
1 .408 .167 .138 .613
a. Predictors: (Constant), Food items, Hair care products,
Washing Power, Bath soap items, Skin Care products

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ANOVAb
Sum of
Model Squares df Mean Square F Sig.
1 Regression 10.825 5 2.165 5.759 .000a
Residual 54.135 144 .376
Total 64.960 149
a. Predictors: (Constant), Food items, Hair care products, Washing Power, Bath
soap items, Skin Care products
b. Dependent Variable: monthly income
The table no 11 shows the chi squire test the monthly income and Influence of advertisement
to buy FMCG products. It is inferred that the P value is lesser than the table value and the
significant value is 0.000 at the significance level of 95%. Hence the null hypothesis is
rejected and alternative hypothesis is being accepted. The Alternative hypothesis is “There is
a significant difference between monthly income and Influence of advertisement to buy
FMCG products”

FINDINGS

 The study indicates that 56% of the respondents were male and 44% of the
respondents were female. It was noticed that 57% of the respondents belonged to 26-
30 age and 26% of the respondents were above 35.
 It is understood that 57% of the respondents were graduated and 29% of the
respondents were post graduated. It was noticed that 38% of the respondents were
self employment and 33% of the respondents were professional job. It is clear that
49% of the respondents earned between Rs. 20001 to 25000 of monthly income and
41% of the respondents earned between Rs. 15001 to 20000.
 The study indicated that 39% of the respondents expressed that advertisement and
18% of respondents told word of mouth influenced to buy a product.
 It was noticed that 49% of the respondents preferred a product for variety and 41% of
the respondents preferred for discount for a product.
 Most of the respondents felt that food items and hair care product advertisements
were influenced them to buy those products. Some of the respondents felt that skin
care advertisements and bath soap advertisements influenced to buy those products.
 It was noticed that 49% of the respondents purchased the FMCG products in Super
Markets and 29% of the respondents purchased the FMCG products in retail shops.
 It was clear that 43% of the respondents paid cash for the purchase and 23% of the
respondents paid through debit cards.

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www.zenonpub.com Apr-Jun 2018 ISSN 2455-7331 - Vol III – Issue II

 It was noticed that 32% of the respondents expected the product information from the
advertisement and another 32% of the respondents expected about the celebrity
endorsement. Around 17% of the respondents expected brand information about the
product.
 It was noticed that most of the respondents expressed that advertisement are
entertaining and call to mind. Many respondents stated that they watch the
advertisements and influenced to the products for their family members. Some of the
respondents shared that they watched the advertisements and choose the products for
themselves. Lesser respondents reported that they can easily be influenced by them to
buy certain things.
 The hypothesis proved that there was a significant relationship between expectation of
an advertisement on a product and the promotional factors to influence to buy that
product
 The hypothesis proved that there was a significant relationship between expectation of
an advertisement on a product and reasons for making decision to buy the FMCG
product
 The hypothesis proved that there was a significant difference between gender and
Influence of advertisement to buy FMCG products
 The hypothesis proved that there was a significant difference between monthly
income and Influence of advertisement to buy FMCG products

IMPLICATIONS

The following are the implications from the study:

 The findings from the study depict that FMCG Advertisements are successful in
creating impact on buying behavior of the FMCG products, particularly about the
food items and skin care products.
 As per the findings of the study, it is suggested that customers are expecting many
information from the short advertisements. Hence the advertisement agencies should
focus on that.
 From the study, it can be inferred that advertisements lead to the digital money
transactions and created more awareness.

International Journal of Research in Applied Management, Science & Technology

www.zenonpub.com Apr-Jun 2018 ISSN 2455-7331 - Vol III – Issue II

CONCLUSION

The FMCG products are Fast Moving Consumer Goods, but the advertisements for such
products are not fast moving in creating responses among its consumers. The present study
aimed at studying the impact of television advertisements on buying behavior of the FMCG
products. The study portrayed very interesting results and thus it is concluded from the study
that female customers are most attracted by the advertisement and influence to buy the
FMCG products. The study proved that there is a significant variation among gender and
income level on the issue that TV advertisements enhance the engagement process of buying.
It can also be concluded from the study that buying behaviour of female individuals is more
influenced by the television advertisements than their male.

REFERENCES

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2. Gopisetti, Rambabu (2017) Consumer Buying Behaviour towards Fast Moving

Consumer Goods (A Study of Selected Personal Care Products in Nizamabad District
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4. Awan, Abdul Ghafoor (2016), Effects of Advertisement on Consumer’s Buying

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5. Nabi, Kamalun (2016), Impact of Advertisement on Consumer Behavior of FMCG in

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6. Malik, Garima (2015) Impact of T. V. Advertisement and Sales Promotion on FMCG

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7. Punniyamoorthy, R (2015) An empirical study on impact of Advertisement with

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International Journal of Research in Applied Management, Science & Technology