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Advertising Strategy for FMCG Product : Analysis Using Interpretive Structural Modeling


Advertising Strategy for FMCG Product : Analysis Using Interpretive  Structural Modeling
Authors : Arpit Shukla, Amol Talankar, Dr. Ashish Mishra
Publication Date: 29-10-2012

Authors

Author(s):  Arpit Shukla, Amol Talankar, Dr. Ashish Mishra

Published in:   International Journal of Engineering Research & Technology

License:  This work is licensed under a Creative Commons Attribution 4.0 International License.

Website: www.ijert.org

Volume/Issue:   Vol.1 - Issue 8 (October - 2012)

e-ISSN:   2278-0181

Abstract

The study attempts to analyze the impact of advertising on consumer buying behavior. Market provides a key to gain actual success only to those brands which can be delivered what are the people needs and they are ready to buy at the right time without any delay. The major reasons for this preference are its attractive advertising policy and rich quality. In this reference, the survey reveals that TV advertisements of Surf Excel influence the buying of consumers the most. The creative presentation and language of TV advertisements of Surf Excel are successful to convey Message, Emotion, Value system regarding the product. The study clearly reveals that the advertisement has its impact on buying behavior of consumers. Therefore, it is advisable to companies to emphasize their advertisement campaign not only to retain their market but to height it also. Literature in advertising and information systems suggests that advertising in both traditional media and the Internet is either easily ignored by the audience or is perceived with little value. Today 'Celebrity Endorsement' has attracted immense debate on whether it really contributes to the brand building process or whether it is just another lazy tool to make the brand more visible in the minds of the consumers. Surf Excel proved that celebrity endorsement is not the only tool to attract the consumer but it is necessary to understand the psychology of consumer and source of need generation. The present research includes the literature survey of advertising theories, models of consumer behavior, Advertising communication models, theories of advertising creativity. Advertising drivers are identified from these model are further analyzed using interpretive structural modeling and are mapped for Surf excel. Quantitative research examines numerical relations between two or more measurable qualities. Such an approach is usually associated with large-scale studies and is related to the objectivity of the researcher. Qualitative research on the other hand relies on transforming the observed phenomena to written words instead of numbers. A combination of a holistic perspective and specific perspective is ideal in this study in order to measure the respondents purchasing behavior and understanding their attitudes.

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