Impact Of Advertising On Brand Awareness

A Study On Advertising And Its Impact Of Brand Awareness On Fast Moving Consumer Goods With Reference To Personal Care Products In Chennai.

R.PUNNIYAMOORTHY.

Assistant Professor, Srinivasa Institute of Engineering & Technology, Chennai- India

E mail: [e-mail] Abstract:

Advertisement and Brand awareness plays an important role in brand building, brand recognition, brand loyalty and boost up the sales performance which is regarded as the foundation for brand development. To some degree advertisement and brand awareness can directly influence consumers’ buying behavior. The female consumers from IT industry have been taken as main consumers for the research purpose. The researcher seeks to inspect and investigate

The prescribed survey were conducted in the form of questionnaire and found valid and reliable for this research. After evaluating some questions, better questionnaires were developed. Then the questionnaires were distributed among 200 female consumers with a response rate of 100%. We found that advertising has constantly a significant positive effect on brand awareness and consumers perceive the brand awareness with positive attitude. Findings depicts that advertising and brand awareness have strong positive influence and considerable relationship with purchase intention of the consumer. This research highlights that female consumers of personal care products in IT industry are more brand conscious and aware about their personal

FMCG revenues

The FMCG market’s penetration level as well as per capita consumption in most product categories like toothpaste, skin care, hair wash etc is low, it indicates the untouched market potential. Rapid increasing in Indian population, particularly the middle class, especially teenagers and the rural segments, presents an opportunity to manufacturer of FMCG products.

Need and scope of the study

The main important purpose of the study is to examine the advertising and its impact of brand awareness in fast moving consumer goods, also to investigate the influence of advertising and to study the impact of media on advertising and brand awareness. The result of this research will be beneficial to marketers especially in Fast moving consumer goods industry to understand the target consumer whether advertising and brand affect their purchasing decision. To some extent brand awareness be positioned in consumer purchasing behavior will be inspected and it will help the personal care products marketer and manufacturer to see their strengths and weaknesses in their use of advertising and brand awareness can improve their performance consequently. The research can help out domestic marketers to become accustomed the knowledge of their marketing plan and actions to satisfy customers and provide the offerings based on the exact consumers’ needs. The research study was conducted in TIDEL park , Chennai. Personal care products are significantly