Impact of Television Advertising on Buying Behavior of Women Consumers’ with Special Reference to FMCG Products – Salem City

Abstract

Television advertising is one of the effective tools of communicating message to its target audience. It has the ability to combine visual & audio communication which makes advertisements an important medium to make people aware of any products. Generally, there are different products which the women consumers used on day to day basis, in that FMCG products are one among. This paper presents the results of a study designed to test the Impact of television advertising and on women consumers’ buying behavior. As like, previous studies, the effects of such communication processes on women’s’ are evaluated in the context of household decision making but in this research paper the purpose is to study is on different factors which is influenced on buying behavior and met their satisfaction with advertising in FMCG products, their monthly expenditure etc. The Primary data has been collected from 50 respondents from Salem City. Structured questionnaires have been framed contained 15 questions which have been asked to women consumers. The secondary data has been collected from books, websites, articles, television etc. Finally, Finding,limitations, conclusions & suggestion has been given in this paper. Though the different media spread awareness but television advertising plays a vital role in buying behavior of women Consumers.