Soft Drink Industry

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I SSN-L: 2223-9553, ISSN: 2223-9944

Academic Research International

Vol. 2, No. 3, May 2012

IMPACT OF ADVERTISEMENT ON CONSUMER BEHAVIOR OF

FMCG IN LAHORE CITY

Muhammad Sajid Rasool

The University of Lahore

PAKISTAN.

Sajidmba_uol@yahoo.com

Yasir Rafique

The University of Lahore

PAKISTAN.

Muhammad Akram Naseem

The University of Lahore

PAKISTAN.

iqra4ever@gmail.com

Sana Javaid

The University of Lahore

PAKISTAN.

Muhammad Najeeb

The University of Lahore

PAKISTAN.

Muhammad Hannan

The University of Lahore

PAKISTAN.

ABSTRACT

The present study was conducted to find out the effects of advertisements on user behavior in

Lahore city (N=150). A questionnaire was used to measure the effects of advertisements and every

age person was targeted in our study for to get the perception and awareness of people about the

(FMCG) toothpaste brands. 5 brands of toothpaste were selected in our present study. For

analysis Chi-Square, Z test and descriptive analysis were used and presented in bar chart and pai

chart form. The results proposed that people change their brand for to try the new brand. Results

are 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 can be changed by the

advertisement but expensive products and repetition of advertisement cannot be changed the

purchase decision.

Keywords: Advertisement, FMCG, Brand

INTRODUCTION

Each and every product delivers the different meaning to each user. User behavior is not related what

consumer buy, but also with what they buy it. It depends on those factors which inclined the behavior

of user or buyer. Culture, family and brand image these all factors influenced the buying behavior.

Market share of the product depend on the awareness of consumer. That’s why the organizations and

agencies advertise their product via media either electronic or print or both. The repetition of...