Media Advertisements and Consumer Purchase Decisions : A Study on FMCG [629323]

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Media Advertisements and Consumer Purchase Decisions : A Study on FMCG
Products
ABSTRAT
Media advertising is the play a vital role in persuading, informing and reminding both potential and
existing customer towards making a purchase decisions of products and services. Media is one of the
promoting channel to create awareness about companies products and service. It is also helps in
creating top the mind awareness of a on a products and service and aims at facilitating product recall.
The present research paper study focuses on the assessment of the impact of media ads on purchase
decision of consumers with reference FMCG products, where in the scope of study was limited to
Hyderabad city. A structure questionnaire was used to measure the impact of media advertisements
and every age of the person was targeted in this research study for to get the purchase behaviour of
consumer towards FMCG with selected products, with sample size 1067 respondents and tested via
descriptive statistics, percentages, ANOVA, correlation and multiple regre ssion analysis by using
SPSS 20.0 Version. The result of the stu dy showed that media strategies, diff. media vehicles, and
media ads appeals have positive effect on consumer purchase decisions , while purchasing FMCG
products, Correlations results showed th at there is a strong correlation between media ads appeals and
media strategy, occupation and media strategy, multiple regression results indicated that media ads,
media vehicles and media strategy having significant impact on consumer purchase decisions
Keywords : Advertising, Consumer, FMCG, Media, Promotion, Products, Services,
1. INTRODUCTION
Organizations have always deployed strategies for their various operations in business. Strategic
positioning is a favoured technique that is portrayed as releva nt in order to achieve a sustainable
competitive advantage (Porter, 1996). Media were added to the pool of strategic activities in the last
decade. Companies are now rethinking their business strategies due to the rise of media (Fraser &
Dutta, 2008; Peter s et al., 2013). It is a powerful phenomenon that changed the social interaction
globally. Therefore, Media strategy is crucial for companies today to engage in social networks in
order to be competitive on the market towards products and services (Burkhal ter et al., 2014; Othman
et al., 2013; Kaplan & Haenlein, 2010; Larson & Watson, 2011). The usage of media for
communication with customers is inevitable nowadays, whether it is for advertising products or
services, answering consumer questions and complai nts or for information purposes. Media strategy is
changing the way businesses are conducted with representing a low -cost platform for personal
branding (Dutta, 2010), and regardless of the company size or industry, media marketing has become
a mandatory e lement of a company‟s marketing strategy (Hanna et al., 2011). Media strategy must be
coordinated with marketing strategy and with other aspects of advertising strategy. media strategy
involves selecting the media that is appropriate for the message and pr oduct requirements to reach the
audience that the advertiser desires, in appropriate numbers, in a receptive frame of mind, at the
correct time and at an economical cost. In planning media, strategic statement is very important, as it
enables the analyzing of the logic and consistency of the overall media schedule that is recommended.
2. REVIEW OF LITERATURE
Dougles A Galbi (2009) emphasize that advertising growing rapidly with creating new consumer
vision and aspiration building brands towards collaborative market and building to develop user
routine, comport and trust. Thales Teixina (2003), says that the effective utiliza tion of advertising
with proper media planning helps to increase the profit of organization and it also influence on
consumer products by educating them with proper media information. Jerry W. Thamos(1999)
demonstrate by the preparing excellent, creative a nd well -designed advertising always play vital role
in business to capturing market era, without any market myopia. Kirmani and Wrights (1989,
Experiments 3&4) subjects identified celebrities, large audience media vehicles, high frequency and
elaborate st aging as expensive Ad elements. It‟s proposed that consumers perceive advertising costs
as deviation from expectation about typical spending levels for product category.

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Upadhya, Indu Bal Krishna , Makhanlal Chaturvedi stated that the nature of influenc e media has on
day decisions of people and compare the effects of Print and Electronic Media on peoples life. Komal
Nagar demonstrates focusing on a comparison between the effectiveness of Advertising into different
media, it reveals that the Web is excell ent medium for conveying information and Advertisements on
the Web are not considered to be deceptive, television Ad catches viewers‟ attention, increasing
purchase possibilities, and in changing and maintaining attitudes towards the advertised products.
Mihir Dash and Prithvi Belgaonkar noted that to compare the effectiveness of radio, print and web
advertising over and above TV advertising. It is indeed the most effective medium of advertising and
that the potential of internet and radio as effective adve rtising medium can no longer be overlooked.
Lisa R.Klein research that attempts to measure the impact of advertising in the new media, utilizing
traditional advertising measurement methods. this model will facilitate a greater understanding by
marketer an d academic of how a medium can influence consumer information search through its
impact on the critical information consumer have access to prior to product usage.
Laband (1986) and Norton and Norton (1988) examined the content of Advertising in the Yello w
Pages in terms of specific types of informational cues to test the differences in advertising information
content between search and Experience goods. Saxena, S.S.,in his book “ Advertising and Publicity in
India” makes an exhaustive study of advertising and Publicity. The Author Surveys the prevalent
practises and methods in India and appraises the contribution made by Advertising and publicity to
business and socio -cultural enlightenment of the general public. Patel, V.P., “Marketing of Consumer
Goods”, Indian Management, 3(6) November – December 1964, Says “Efficient Media advertising
pushes the economy of the industry which in turns pushes the economy of the Country. Advertising is
a link between production and consumption and yet it is integral part of marketing. The stagnation in
the consumer goods industries is due to untapped marketing potential and inefficient trading. Modern
marketing techniques, increase in production, technological progress and economic growth are all
conceptually correlated". a. Wells, Burnett, and Moriaty (2000) claim that Advertising is no personal
since it is a form of Mass communication and defines advertising as no personal communication from
an identified sponsor using mass Media to persuade or influence an Audience.
Kotler and Armstrong (2001) “Principles of Marketing”, the authors demonstrate that selecting
specific effective media and media vehicles always creates advantages towards products sales through
effective information about products or services to target Audien ces. De Pelsmacker et al., (1998) the
emotional appeals lead to more positive responses to media advertisement , although cognitive
reaction to advertisements are more positively affected by rational advertising appeal than by
emotional ones found that so me types of media context can be more supportive for some
advertisements . De Pelsmacker , Maggie Geuens and Anckaert (2002) research suggested that media
context from both academic as well as managerial point of view , media context effects are key part
of media planning and Ad pre – testing .the effectiveness of advertising might improve greatly by
embedding it in the appropriate media context. Nilson (1995) states that the medias influence and
ability to change perception and behaviour is so strong that traditional analytical tools for studying
the market are insufficient .it studied the process of consumer perception , and influence of media on
consumer perception. Kotler ,P.,(1996) media has directly or in directly played its role by spreading
the news ,media communication in general to be a positive one, using managerial tools for effecting
positive changes in the perception of the consumer.
3. OBJECTIVE OF THE STUDY
The objective s of the study are to realise the following
 To study the influence of media advertisements on demographic variables.
 To examine the influence of media vehicles on purchase decision of consumer on FMCG
products .
 To examine the impact of media advertisements on consumer purchasing decision towards
FMCG products.
 To assess the media strategy frequency reaching consumer in relation to FMCG products .

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4. TESTING HYPOTHESE S
The following are the hypothesis designed with above objective
 HO1: There is no Significant Impact of Media Advertisements on Demographical Variables
of Respondents
 HO2: There is no significant influence of media vehicles on consumer purchase decision
FMCG products.
 HO3: There is no significant influence of Media ads appeals on consumer purchase decision
towards FMCG products.
 HO4: There is no significant impact of Media strategy towards consumer purchase decision .
5. RESEARCH DESIGN
 Research Design: Descriptive research
 Sources of data: The study is concerned with the media advertisements and consumer
purchase decision based on that source of the data collected from Primary source of data is
collected from the respondents through structured questionnaire and interviews. it was in
order to collect data on the media factors which affect on consumer purchase decision .
Secondary data is collected from various Journals, Periodicals such as Magazines, Business
newspapers, and from subject related books and websites. Selection of the FMCG Produ cts:
Toothpaste, Ice creams, Cool drinks, Health drinks, Instant Foods, Snacks, Chocolates and
Biscuits.
 Sample Size: 1067 Respondents From Hyderabad City
 Data collections methods: Data has been collected using structure questionnaire through
customer sur vey method and personal interview of consumers
 Sampling area: Hyderabad city
 Sampling Method: Convenience sampling method has been used .
 Statistical tools used: ANOVAs, Correlation and Multiple Regression using SPSS 20 .0.
6. RESULTS AND DISCUSSIONS
To test the reliability of the data, Cronbach‟s alpha test is conducted .

Table -1: Reliability Statistics
Cronbach's Alpha Cronbach's Alpha Based on
Standardized Items N of Items
.729 .760 57
Source: Author findings
From the Table 1, it shown that the questionnaire is tested for its reliability and presented the results
here under. The questionnaire developed is pretested and validated through face validity as it was sent
to a carefully selected sample of experts and it also has a sufficiently good reliability score. The result
given the value of the as 0.729. It indicates that, the data has a high reliability and validity.
Summary Item Statistics: It is evident that the summary of the means, variances, covariance and inter-
item correlations are presented in the following table .

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Table -2: Summary Item Statistics
Mea
n Minimu
m Maximu
m Range Maximum /
Minimum Varian
ce N of
Items
Item Means 3.57
8 2.227 4.430 2.203 1.989 .285 57
Item
Variances .524 .091 1.554 1.463 17.073 .089 57
Inter -Item
Covariances .024 -.582 .645 1.227 -1.109 .015 57
Inter -Item
Correlations .053 -.661 .696 1.357 -1.053 .057 57
Source: Authors finding
It is obvious the minimum and maximum mean, Range, and variance values for item means, item
variances are positive. Maximum mean is witnessed for Item means is 4.430. Maximum variance is
1.554 , maximum inter item covariance is witnessed is .645 and maximum inter-item covariance is
found to be .696.
In order to understand relationship between the different demographic variables like Age, Gender,
Education, Occupation, Income (in rupees), Media exposure, media vehicles, media ads appeal and
media strategy, mean, standard deviation, skewness and kurtosis are calculated and presented in the
following table.
Table -3: Descriptive Statistics
N Minimum Maximum Mean Std.
Deviation Skewness Kurtosis
Statistic Statistic Statistic Statistic Statistic Statistic Std.
Error Statistic Std.
Error
Age In
Years 1067 1 5 2.58 1.186 .270 .075 -.867 .150
Gender 1067 1 2 1.30 .457 .889 .075 -1.211 .150
Education 1067 1 5 3.38 1.143 -.437 .075 -.491 .150
Occupation 1067 1 5 2.33 1.302 .823 .075 -.458 .150
Income in
rupees 1067 1 5 3.15 1.097 -.210 .075 -.418 .150
Media ads
appeals 1067 2.80 4.80 3.4109 .46960 .719 .075 .145 .150
Media
exposure 1067 2.80 4.60 3.4913 .40442 .372 .075 .281 .150
Media
vehicles 1067 1.67 4.67 3.1237 .55159 -.313 .075 -.556 .150
Media
strategy 1067 3.40 5.00 3.9057 .31616 1.027 .075 1.558 .150
Valid N
(list wise) 1067

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Source: Author findings
The mean values for Age, Gender, Education, Occupation, Income (in rupees), Media ads appeals ,
media exposure, media vehicles, and media strategy are found to be 2.5 8, 1.30, 3. 38, 2.3 3, 3.15,
3.4109 , 3.4913 , 3.1237 and 3.9057 , followed by Std. Deviation values are 1.186 , .457, 1.14 3, 1.302,
1.097 , .46960 , .40442 , .55159 and .31616 respectively.
Demographic Variables: The frequency distribution of demographic variables is presented in the
following table.
Table 4: Demographical Variables
Particulars Classification No of Responses Percentage
Age 20-25 years 238 22.3
26-30 years 291 27.8
31-35 years 284 26.6
36-40 years 190 17.0
41 and above 49 6.0
Gender Male 750 70.3
Female 261 29.7
Education SSC 87 8.2
Intermediate 131 12.3
Degree 316 29.6
Pg degree 354 33.2
PhD and above 179 16.8
Occupation Govt employee 333 31.2
Private employee 385 36.1
Business 128 12.0
Home maker 105 9.8
Other 116 10.9
Monthly
income (in
rupees) below 20,000 101 9.5
20,001 -30,000 150 14.1
30.001 – 40,000 427 40.0
40,001 -50,000 268 25.1
50,001 and above 98 11.3
Total n = 1067 100%
Source: Primary data
The descriptive analysis of all the demographical variables is shown in the above Table , from that
more than 2 7.8% of respondents in the group of 26 -30 years and 2 6.6% of respondents in the group of
31-35 years, followed by 70 .3% of the respondents belonged male and 29.7% of respondents
belonged female, and 3 3.2% of respondents studied PG and with followed 29.7% of respondents
studied degree, 36 .1% of respondents working as a Private Employees, 3 1.2% are the Govt.
employees and 40% of respondents earned Rs.30,001 -40,000 for month and 25 .1% of responden ts
earned Rs.40,001 -50,000 respectively.
(a) ANOVA: The analysis of variance (ANOVA) is used to determine whether there are any
statistically significant differences between the means of two or more independent (unrelated) groups .

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It is conducted in order in order to understand whether there is any significant difference in opinions
of respondents on media exposure, media vehicles, media ads appeals and media strategy and the
results are presented in the following table.
Table -5: ANOVA
Factors Dimensions F Sig
Demographical
Variables Age in years 25.605 .000
Gender 13.274 .000
Education 13.727 .000
Occupation 10.185 .000
Income in rupees 47.718 .000
Media Vehicles TV 28.770 .000
Radio 5.691 .121
Newspaper & Magazine 13.200 .000
Outdoor 6.484 .000
Internet 9.635 .000
Media ads appeals Emotional 13.674 .000
Action 18.487 .000
Family Drama 31.357 .000
Music & Melody 29.012 .000
Rational 16.222 .000
Media Strategy Celebrity Endorsement 36.668 .000
Media vehicles 28.704 .000
Media ads appeals 17.363 .000
Diff. Media ads 21.386 .000
Source: Author findings
It is evident that all 4 dimensions like media exposure, media vehicles, media ads appeals and media
strategy of the F value is found to be significant, meaning there by there is significant influenced of
the demographical variables like age, education, occupation and income, followed with dimensions
like media vehicles and media strategy are not significant by the gender except media exposure and
media ads appeals.
(b) CORRELATIONS
correlation tends to be used measures the strength and direction of the linear relationship between
demographical variable and with dimensions. The Pearson correlation coefficient measures the
strength of the linear association between demographical variable and four major dimensions .
Table -6: Descriptive Statistics
Mean Std. Deviation N
Age in years 2.58 1.186 1067
Gender 1.30 .457 1067
Education 3.38 1.143 1067
Occupation 2.33 1.302 1067
Income in rupees 3.15 1.097 1067
Media vehicles 3.9057 .31616 1067
Media ads appeals 3.4913 .40442 1067
Media strategy 3.7416 .39170 1067
Source: Author findings

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The mean values for age, gender, education, occupation, Income in rupees and Media vehicles , Media
ads appeals , Media strategy are found to be 2.5 8, 1.30, 3. 38, 2.33, 3.15, 3.9057, 3.4913 and 3.716
with standard deviations of 1.1 86, 0.4 57, 1.143, 1.302, 1.097, 0.31616, .40442 and 0.39170
respectively.
Table -7: Pearson correlation

Age Gender Educational Occupation Income in
rupees Media
vehicles Media
ads
appeals Media
strategy
age in
years 1 -.214** .224** -.311** .149** .238 .189** .224
Gender -.214** 1 -.322** -.120** -.163** .208** .145 .211
education .224** -.322** 1 -.130** -.143** .218** .145 .119
Occupation -.311** -.120** -.130** 1 .132** .134 .203** .286**
Income in
rupees .149** -.163** -.143** .132** 1 .152** .119 .117**
Media
vehicles .238 .208** .218** .134 .152** 1 .199** .196**
Media ads
appeals .189** .145 .145 .203** .119 .199** 1 .378**
Media
strategy .224 .211 .119 .286** .117** .196** .378** 1
**. Correlation is significant at the 0.01 level (2 -tailed).
*. Correlation is significant at the 0.05 level (2 -tailed).
From above t able, In order to develop further understanding of relationship among Demographical
variables , media vehicles, media ads appeal and media strategy with all the demographical variables,
so the correlation results show that there is a strong correlation between Media ads appeals and Media
strategy (r = 0.378**) at the 1 per cent significance level , and between Occupation and Media strategy
(r = 0.286**).
(c) MULTIPLE REGRESSIONS
Multiple regression analysis is a set of statistical processes for estimating the relationships among
variables. It includes many techniques for modelling and analyzing several variables, when the focus
is on the relationship between a dependent variables and one or more independent variables (or
'predictors'). it helps to understand how the typical value of the dependent variable (or 'criterion
variable') changes when any one of the independent variables is varied, while the other independent
variables are held fixed. It also helps to determine the overall fit (variance explained) of the model
and the relative contribution of each of the predictors to the total variance explained.
 HO1: There is no Significant Impact of Media Advertisements on Demographical Variables of
Respondents
Table -8: Model Summary
Model R R Square Adjusted R Square Std. Error of the
Estimate
1 .265a .070 .066 .39089
ANOVAa
Model Sum of
Squares df Mean Square F Sig.
1 Regression 12.231 5 2.446 16.009 .000b
Residual 162.118 1061 .153

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Total 174.349 1066
a. Dependent Variable: Media advertisements
b. Predictors: (Constant), in come in rupees, Occupation, Gender, Age in years, Education
Source: Author findings
R2 value is found to be 0.0 70, meaning there by that 70% of the variation in dependent variable is
explained by predictors. Since the F value is found to be significant , the null hypothesis is rejected
and alternative hypothesis accepted , meaning there by that there is a significant difference in the
variation caused by predictor s.

Table -9: Coefficientsa
Model Unstandardized
Coefficients Standardize
d
Coefficients t Sig.
B Std. Error Beta
1 (Constant) 3.239 .078 41.654 .000
Age in years .141 .021 .117 3.558 .000
Gender .199 .029 .225 6.904 .000
Education .051 .013 .031 .822 .411
Occupation .045 .020 .050 1.534 .125
Income in rupees -.058 .023 -.157 -4.328 .000
a. Dependent Variable: Media advertisements
Source: Author findings
Interpretation: From the above table, it is evident that gender (0.199) is emerged as the most
important demographical variables which is influence by Media advertisements , and its significantly
different from 0 because its p -value is less than 0.000, which is smaller than 0.05. Followed by the
Age (.141),education (0.051) hav ing high influenced by the M edia advertisements and age is
significantly different from 0 because its p -value is 0.00 0, whereas education is not statistically
significant because its p – value(0. 411) is more than 0.05. And also results shown that there is a low/
negative influence media advertisements on demographical variables i.e. Income in rupees ( -0.58),
but is significantly different, because its p -value(0.00) is less than 0.05 .
 HO2: There is no significant influence of media vehicles on consumer pur chase decision
FMCG products .
Table -10: Model Summary
Model R R Square Adjusted R Square Std. Error of the
Estimate
1 .391a .553 .149 .43320
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 35.960 5 7.192
38.323 .000b Residual 199.114 1061 .188
Total 235.074 1066
a. Dependent Variable: consumer purchase decision
b. Predictors: (Constant), TV, Radio, Newspaper & Magazine, Outdoor, Internet

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Source: Author findings
R2 value is found to be 0. 553, meaning there by that 55.3% of the variation in dependent
variable is explained by predictors. Since the F value is found to be significant , the null
hypothesis is rejected and alternative hypothesis accepted , meaning there by that there is a
significant difference in the var iation caused by predictors.
Table -11: Coefficientsa
Model Unstandardized
Coefficients Standardized
Coefficients t Sig.
B Std. Error Beta
1 (Constant) 3.965 .086 46.019 .000
TV .140 .042 .352 -11.189 .000
Radio -.109 .032 -.106 -3.418 .062
Newspaper & Magazine .159 .035 .142 3.924 .000
Outdoor .061 .061 .329 -10.656 .000
Internet .086 .025 .019 .548 .004
a. Dependent Variable: Consumer purchase decision
Source: Author findings
Interpretation: From the above table, it is evident that TV (0.140) is emerged as the most
important Media vehicle which is influence on Consumer purchase decision , and its
significantly different from 0 because its p -value is less than 0.000, which is smaller than
0.05. Followed by the Newspaper & Magazine(.159 ), Internet (0.086) having high influenced
on Consumer purchase decision and Newspaper & Magazine(0.00) and internet(0.004) is
significantly different from 0 because its p -value is less than 0.005 . And also results shown
that there is a low/ negative influence media vehicles on consumer purchase decision i.e.
Radio (-0.109), but is significantly different, because its p -value(0.00) is less than 0.05.
 HO3: There is no significant influence of Media ads appeals on consumer purchase
decision towards FMCG p roducts.
Table -12: Model Summary
Model R R Square Adjusted R Square Std. Error of the
Estimate
1 .320a .419 .098 .30020
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 10.941 5 2.188
24.281 .000b Residual 95.614 1061 .090
Total 106.555 1066
a. Dependent Variable: Consumer purchase decision
b. Predictors: (Constant), Emotional , Action , Family Drama , Music & Melody , Rational
Source: Author findings
R2 value is found to be 0. 419, meaning there by that 41.9% of the variation in dependent
variable is explained by predictors. Since the F value is found to be significant , the null

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hypothesis is rejected and alternative hypothesis accepted , meaning there by that there is a
significant difference in the variation caused by predic tors.

Table -13: Coefficientsa
Model Unstandardized
Coefficients Standardized
Coefficients t Sig.
B Std. Error Beta
1 (Constant) 4.320 .060 72.344 .000
Emotional .051 .009 .115 3.532 .000
Action .082 .022 .088 2.755 .006
Family Drama .115 .010 .018 -.493 .002
Music & Melody .179 .008 .324 10.215 .000
Rational .068 .010 .061 1.712 .087
a. Dependent Variable: Consumer purchase decision
Source: Primary data
Interpretation: From the above table, it is evident that Music & Melody (0.179) is emerged
as the most important Media ads appeals which is influence on Consumer purchase decision ,
and its significantly different from 0 because its p -value is 0.000 less than 0.005, Followed by
the Family Drama (.115), Action (0.08 2) having high influ enced on Consumer purchase
decision and Family Drama (0.00 2) and Action (0.00 6) is significantly different from 0
because its p -value are less than 0.005. And also results shown that there is a low influence
media ads appeals on consumer purchase decision i.e. Emotional (0.051 ), it is significantly
different, because its p -value (0.00) is less than 0.05.
 HO4: There is no significant impact of Media strategy towards consumer purchase
decision.

Table -14: Model Summary
Model R R Square Adjusted R Square Std. Error of the
Estimate
1 .386a .541 .145 .43332
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 34.811 4 6.962
37.078 .000b Residual 199.222 1062 .188
Total 234.033 1066
a. Dependent Variable: Consumer purchase decision
b. Predictors: (Constant), Celebrity Endorsement , Media vehicles , Media ads appeals , Diff.
Media ads
Source: Author findings
R2 value is found to be 0. 541, meaning there by that 54.1% of the variation in dependent
variable is explained by predictors. Since the F value is found to be significant , the null
hypothesis is rejected and alternative hypothesis accepted , meaning there by that there is a
significant difference in the variation caused by predictors.

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Table -15
: Coefficientsa
Model Unstandardized
Coefficients Standardized
Coefficients t Sig.
B Std. Error Beta
1 (Constant) 4.398 .086 51.030 .000
Celebrity
Endorsement .194 .082 .314 9.932 .000
Media vehicles .069 .035 .039 1.260 .008
Media ads appeals .127 .095 .134 3.694 .000
Diff. Media ads .091 .087 .212 6.119 .000
a. Dependent Variable: Consumer purchase decision
Source: Author findings
Interpretation: From the above table, it is evident that Celebrity Endorsement (0.194) is emerged as
the most important factor of Media strategy, which is influence on Consumer purchase decision , and
its significantly different from 0 because its p -value is 0.000 less than 0.005, Followed by the Media
ads appeals (.127), Diff. Media ads (0.091) having high influenced on Consumer purchase decision
and these are having significantly different from 0 because of its p -values are less than 0.05. And also
results shown that there is a low influence of media vehicles on consumer purchase decision (0.0 69),
it is significantly different, because its p -value (0.0 8) is less than 0.05.
7. CONCLUSION
The present research paper concluded that, impact of the media advertisements on consumer decision
making towards purchasing products. Media is a very important tool of communicating target
customers by the message, and it has a ability to communicating target audience by the visual and
audio communication, So every companies are concentrated on the ir media advertisements in
effective manner to attracting and retain ing customers towards their products and services by the best
media promotions . As for the results showed that 27.8% of respondents in the group of 26 -30 years
and 26.6% of respondents in the group of 31 -35 years, followed by 70.3% of the respondents
belonged m ale and 29.7% of respondents belonged female, and 33.2% of respondents studied PG
and with followed 29.7% of respondents studied degree, 36.1% of respondents working as a Private
Employees, 31.2% are the Govt. employees and 40% of respondents earned Rs. 30,001 -40,000 for
month and 25.1% of respondents earned Rs.40,001 -50,000 , and followed with the results of the
ANOVA s showed that all the respected dimensions F -values are found to be significant. Correlations
results showed that there is a strong correlat ion between media ads appeals and media strategy,
occupation and media strategy, multiple regression results indicated that media ads, media vehicles
and me dia strategy having significant impact on consumer purchase decisions.
8. LIMITATIONS
1. The study will be carried out to understand the impact of media advertisements on consumer
purchase decisons .
2. The sample selected may not represent the whole population. Hence, the limitation of
generalization will be there.
3. Since few categories in FMCG p roducts are considered, consumer preference in whole
FMCG sector cannot be measured.

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