Consumer Enagagement with Various Media and its Efffects on Consumer Behaviour in Gujarat

Abstract

In today s dynamic media consumption environment, it is hard for advertiser to deliver right message, to the right person at the right time. In the recent past, it has become more difficult for advertisers to send across a message that is both engaging and memorable. This research is undertaken in the above context, in order to understand which media (TV, Radio, Newspaper, Magazines, and Internet) are preferred by the consumers at various consumer buying stages for ORAL CARE PRODUCTS such as toothpaste, toothbrush, and mouthwash in Gujarat. There is no conclusive research has been conducted in order to understand the consumer engagement (time spent, preferred time slot and utility) and its impact with reference to various mediums in the above mentioned product category. Media engagement and advertising have significant impact on purchase decision of oral care products. This study tries to answer several recurring questions on media engagement, advertising effectiveness at various stages of consumer buying behaviour (i.e. Awareness-Interest-Conviction-Action and Post Purchase), being in area of Marketing Management.The study has deployed quantative research design of 500 respondents from major five cities of Gujarat. The statistical software SPSS is used to analyze the data and for finding relationship among various variables. The study attempts to find and ascertain relationship to provide relevant clues in adding value to business processes in optimizing the selection of media for advertising of ORAL CARE products.This study, in addition to having an academic interest may be of interest to advertisers and advertising agencies to improve consumer engagement and for optimum communication impact. It can contribute important insights to the entire media planning strategy of the ORAL CARE firms for achieving greater returns on marketing expenditure. It has great relevance to marketing managers of companies engaged in consumer goods in general and oral care products on particular, as findings are useful to them for desig