Effect of online advertising of FMCG a study of women IT professionals in three leading cities of Punjab

Abstract

The study focused primarily to investigate the factors which influence the shopping behaviour pattern of working women. It highlighted the need for a strong online presence for creating an effective brand conveyance. The study helped to understand how the internet has the ability to attract consumers from awareness to making the final purchase. With the new trends in technology, advertisers are shifting business online to get maximum results. Digital marketing involves the use of the internet, mobile devices, social media, social engines and other channels in order to reach consumers and promote their products and services. With a dozen of communication platforms, it becomes difficult to disseminate the message to the right audience using the right channels. The present study helped in identifying the suitable media platform that working women preferred while shopping online. A larger portion of contemporary online advertising research focuses on its effect of it on consumer purchase patterns. The present research explored the effect of online advertising on the purchasing behaviour of women. Results showed that video ads along with Facebook as the preferred media platform are preferred by working women to view an advertisement online with the fast-growing economy, Fast moving consumer goods sector is also thinking of ways to attract and retain its customers. The present study indicates that out of three segments -Food and beverages were the segments whose advertisements women were able to recall easily. The results further reflected that women would want to indulge in an ad when they are proactively looking for one, rather than involuntarily encountering it. The study also provided an insight into the impulsive buying of women. It was noted that women were already aware /interested in the product for which they made a purchase. This indicates that online advertisement of FMCG and the likelihood of impulsive buying are not associated with each other. newline