Volume : 6, Issue : 9, September - 2017

Evaluating the impact of media context strategy and advertising effectiveness on consumer response towards FMCG Sector. A Study

Rambabu Lavuri

Abstract :

<p>&nbsp;<span style="font-family: &quot;Times New Roman&quot;, serif; font-size: 12pt; text-align: justify;">The present study was conducted to find out Media context strategy and different types Advertisement appeals on response of users towards FMCG sector where</span><span style="font-family: &quot;Times New Roman&quot;, serif; font-size: 12pt; text-align: justify;">&nbsp; </span><span style="font-family: &quot;Times New Roman&quot;, serif; font-size: 12pt; text-align: justify;">in scope of study limited to Hyderabad</span><span style="font-family: &quot;Times New Roman&quot;, serif; font-size: 12pt; text-align: justify;">&nbsp; </span><span style="font-family: &quot;Times New Roman&quot;, serif; font-size: 12pt; text-align: justify;">city. The primary data collected through structured</span><span style="font-family: &quot;Times New Roman&quot;, serif; font-size: 12pt; text-align: justify;">&nbsp; </span><span style="font-family: &quot;Times New Roman&quot;, serif; font-size: 12pt; text-align: justify;">questionnaire with sample size 60 consumer chosen. For that, statistical analysis tools like Chi-square, Regression, ANOVA, and Mann Whitney were used and analysed by SPSS software. The research shown</span><span style="font-family: &quot;Times New Roman&quot;, serif; font-size: 12pt; text-align: justify;">&nbsp; </span><span style="font-family: &quot;Times New Roman&quot;, serif; font-size: 12pt; text-align: justify;">the influence of different type of media and Advertisement appeal on the response of consumer. The difference in the response of consumer was shown by various socio economical groups, but no significant difference in response of consumer for varied Ad appeal and media context strategy was exhibited by different genders.</span></p> <p class="MsoNormal" style="text-align:justify"><span lang="EN-IN" style="font-size:12.0pt;line-height:115%;font-family:&quot;Times New Roman&quot;,&quot;serif&quot;"><o:p></o:p></span></p>