📄 Abstract
The proliferation of media has had much impact on consumer purchase decisions vis-a-vis television advertising. The study is to measure the impact of Television Advertisements on Consumer buying behaviour in Coimbatore (India) in connection with the Pick-up of FMCG. The study attempts to explore how frequency of advertisement, celebrity endorsement, emotional appeal and perceived product quality influence consumers? attitudes and purchase intentions. A structured questionnaire was used for interviewing 200 individuals with varied demographic characteristics. The results reveal that TVCs are a very important source on building a brand and establish a consumer preference. Emotional appeal and the celebrity endorsements were the two most important reasons to make people buy the product. However, advertising was not equally effective across age, income, and education levels of consumers. This study demonstrates the significance of FMCG sectors to develop emotionally driven TVCs and also align their products strategically in the market. The findings are useful for marketers with an interest in improving advertising efforts in an urban market such as Coimbatore.
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📚 How to Cite:
M.C.Soundarya, Mr.T.Sivagnana Selvakumar , EFFECT OF TELEVISION ADVERTISING ON CONSUMER BEHAVIOUR TOWARDS PURCHASE OF FMCG PRODUCTS A STUDY AT COIMBATORE, TAMILNADU , Volume 12 , Issue 5, may 2025, EPRA International Journal of Economics, Business and Management Studies (EBMS) ,