The influence of media on consumer behavior is profound. The billions of dollars spent in advertising each year attest to the impact of media on consumer purchasing and buying preferences. The ability of media to shape consumer trends and tastes through media such as movies, television shows and music is all-pervasive. New media such as Internet sites accelerates consumer receptivity to products through comments made on websites and blogs. Media is such a part of our daily lives that we don’t even realize it's influencing us in big and small ways. Media use in advertising is purposely designed to elicit a change in consumer action, belief and perception. It unabashedly woos us to buy products we don’t need and trust wholly with product claims that are puffer or exaggerated.
In today’s dynamic world, it is almost impossible for advertisers to deliver advertising message and information to buyers without use of advertising. Certainly, this may be because of the globalization and accessibility of hundreds of channels for the viewers of this modern era. Now a day, due to globalized economy, this made available a bulk of marketing stimuli to the modern consumers. More often consumerism describes the way of equating personal happiness, with purchasing material possessions and consumption in excess of one’s need. The main purpose of media advertising itself is to persuade audience to take some action with respect to products, ideas, or services. The success of media advertisements can be determined by the consumer’s final decision to consume the said products or service, in oppose to the competitors. In correlation, consumer behavior indicates the act of acquiring, using and disposing of products, services, ideas, or experiences whilst includes the search for information and actual purchase. The outlets of mass media include, but not limited to billboards, Internet, magazine, television, and radio. Mass media advertising generally dwells on multiple outlets and tends to be consistent when it comes to visually branding their image. This serves the purpose of generating consumer’s association with specific value and concepts with the company’s products.
Table of Contents
1. Media: An Introduction
2. Media Strategies
3. Consumer Purchase Behaviour
4. FMCG Industry
5. Analysis of the effect of media strategies on consumer purchase behaviour with special reference to FMCG products
Research Objectives and Topics
The primary research objective is to analyze the relationship between various media strategies and their impact on consumer purchase behavior, with a specific focus on the Fast-Moving Consumer Goods (FMCG) industry. The study aims to determine how advertising channels influence consumer awareness, attitudes, and eventual purchase decisions.
- The role and effectiveness of diverse media vehicles in advertising.
- Impact of media planning and strategy on brand loyalty and consumer perception.
- Consumer buying behavior patterns within the Indian FMCG sector.
- Statistical correlation between demographic factors and media-influenced purchase decisions.
Excerpt from the Book
1.1 Media Advertisement as A Communication Process
The figure no: 1.1 is the basic model of communication process which starts from sender and ends with receiver which even include responses and feedback. In the same way media advertising is also a communication process in the sense that a marketer tries to communicate to the targeted audiences or the consumers.
Here the sender of the message is marketer. Whereas the receiver is the targeted audiences to whom the message is sent.
Sender: When advertising is viewed as a communication process the sender of the message is the marketer or advertisers who prepares the advertisement with a specific objective in mind.
Receiver: The receiver of the message in the case of advertisement is the consumer or the targeted audience for whose awareness all the effort of advertisement is undertaken.
Encoding: The sender i.e. a marketer or the advertiser prepares or encodes the message that he is desirous of passing to the targeted audience. He does this depending upon his understanding of the targeted audiences, what message he desires to pass on and amount of creativity he can use.
Decoding: The receiver decodes the message depending on his understanding level which is influenced by large number of factors such as education, perception, attitude, learning, past experience, etc.
Media: The marketer uses the media so that the message reaches the targeted audience at the right time and in the right frame. For the same a marketer uses media such as television, newspaper, magazines, radio, banner, mobiles and internet. It is very important here to know the actual media habits of the prospective customers so that accordingly the media related strategy can be framed.
Summary of Chapters
Media: An Introduction: This chapter provides an overview of media advertising as a communication process and introduces the AIDA model as a framework for understanding consumer responses to advertisements.
Media Strategies: This section explores the strategic planning of advertising, including the selection of media mix, geographic allocation, and the critical components of creating effective media plans.
Consumer Purchase Behaviour: This chapter examines the psychological and sociological factors influencing consumer decisions and explores the various traditional and contemporary models used to interpret buying behavior.
FMCG Industry: This chapter analyzes the FMCG landscape in India, highlighting the growth of the industry, the impact of rural market expansion, and current trends such as premiumisation.
Analysis of the effect of media strategies on consumer purchase behaviour with special reference to FMCG products: This concluding chapter presents the methodology and statistical analysis of research data, evaluating how media impacts consumer choices regarding FMCG products.
Keywords
Media Strategy, Consumer Behavior, FMCG, Advertising, Media Planning, AIDA Model, Consumer Purchase, Media Vehicles, Digital Media, Market Segmentation, Brand Loyalty, Communication Process, Consumer Awareness, Statistical Analysis, Indian FMCG Industry.
Frequently Asked Questions
What is the primary focus of this research?
The research focuses on evaluating the effectiveness of media strategies and their influence on consumer purchase behavior within the FMCG industry.
What are the core thematic fields covered?
The document covers media theory, advertising communication models, consumer decision-making processes, and the growth dynamics of the Indian FMCG sector.
What is the primary research goal?
The goal is to understand the correlation between various media exposure methods and the consumer's journey from awareness to the final purchase decision.
Which scientific methods are applied in the study?
The study utilizes descriptive research, survey methods for data collection, and statistical analysis tools including ANOVA, correlation analysis, and multiple regression.
What topics are discussed in the main body?
The main body addresses the communication process in advertising, the AIDA model, media strategies (concentration vs. dispersion), and detailed statistical analysis of demographic variables impacting consumer purchase behavior.
Which keywords define this work?
Key terms include Media Strategy, Consumer Behavior, FMCG, Advertising, and Market Segmentation.
How does the "sachet" trend impact the FMCG market?
The introduction of products in smaller, lower-priced package sizes (sachets) has been a significant innovation to reach new users and expand market share among price-sensitive consumers.
What is the significance of the "black box" model in consumer behavior?
The Stimulus-Response model treats the consumer's mind as a "black box" where various marketing and environmental stimuli are processed, resulting in observable purchase decisions.
How do demographic factors influence media exposure?
The research provides statistical evidence (ANOVA and correlation) showing how age, gender, education, and occupation influence an individual's engagement with different media types and their resulting purchase behavior.
- Citation du texte
- Rambabu Lavuri (Auteur), 2017, Media Strategy, Munich, GRIN Verlag, https://www.grin.com/document/435637
