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Effects of advertisement on consumer's buying behavior with references to FMCGs in kathmandu valley / Nitesh Raj Shakya
Title : Effects of advertisement on consumer's buying behavior with references to FMCGs in kathmandu valley Material Type: printed text Authors: Nitesh Raj Shakya, Author Publication Date: 2019 Pagination: 92p. Size: GRP/Thesis Accompanying material: 10/B Languages : English Abstract: Over the years, the advertisement market has grown significantly. As business activities have increased notably and the media’s penetration has increased dramatically, advertisements have also surged quantity wise. Nevertheless, in terms of creativity and branding we lag behind. The term FMCG (fast moving consumer goods), although popular and frequently used does not have a standard definition and is generally used in India to refer to products of everyday use. Conceptually, however, the term refers to relatively fast moving items that are used directly by the consumer.
Advertisements won’t be creative if the objectives are not clear. There is a communication gap between the advertisement agencies and advertisers. The clients do not properly brief their agencies about the products and services they launch or introduce into the market. Similarly, the agencies do not usually go to their clients with proper homework. If we want advertisements to be effective, the briefing and outline must be clear. Similarly, the definition of creativity is not clear in our context. The agencies and their clients see creativity differently. All these factors ultimately lead to ineffective outputs. Brand management is an integral part of any marketing campaign. If we can handle the brand management side effectively, advertisements will become more efficient. The agencies as well as the advertisers should have the knowledge about fundamentals of advertisement. It is essential to know the brand management before agencies and their clients embark on advertisement campaigns of products and services. Most of the companies in the Nepali advertising sector are media agencies. They are not advertising agencies. We do not have brand management and consulting agencies. It is high time for us to have brand management, consulting and boutique design agencies that can cater to the needs of the clients properly. Globally, such verticals have more hold on the brand management of clients.
The main purpose of this study is to examine advertising factors affecting consumer buying behavior of FMCGs product in context of Kathmandu valley. Other specific objectives are to analyze the perception of consumers on the level of advertisement specific factors (Necessity, Pleasure, Dominance, Brand Recall and Stimulation) of FMCGs product in Kathmandu valley, to determine the relationship of advertisement specific factors and consumer buying behavior of FMCGs product, to find out the most important advertisement specific factors affecting consumer buying behavior of FMCGs product, to examine the impact of advertisement specific factors affecting consumer buying behavior of FMCGs product.
The study is based on primary sources of data and designed to measure the factors effecting advertisement on consumer’s buying behavior of FMCGs in Kathmandu valley. Total observation for the study consists of 120 respondents. The following model is estimated for analyzing factor effecting advertisement on consumer’s buying behavior of FMCGs in Kathmandu valley. The instruments are descriptive statistics and inferential statistics. To analyze the reliability and validity of the data, Cronbach’s alpha (α) is used. Frequencies, percent, mean, correlation and test of significance are used in this study to measure the determinants of customer satisfaction. This study has employed descriptive research design and casual comparative research design. In order to achieve the objectives questionnaire was made and distributed to different consumers of Kathmandu valley. The questions were asked in the form of multiple choice, ranking, and five point likert scale questions. The likert scale questions of different variables were measured in 5-point likert scale.
The study concluded that advertisements have significant impact on the consumer’s buying behavior and widen their choices. The study concludes that the advertisement has huge effect on the sale of FMCG product regarding on the variable analysis (necessity, pleasure, dominance, brand recall and stimulation). The study also concludes that pleasure of advertisement, dominance, brand recall and stimulation are the most dominant factors that influence the consumer’s buying behavior on fast moving consumer goods in Kathmandu valley
Recommendations are given on the basis of the findings of the study. The study found that pleasure, dominance, brand recall and stimulation are the 4 major factors, whereas necessity as least factor influencing the effect of advertisement on consumer’s buying behaviour of fast moving consumer goods in Kathmandu valley. The result shows that necessity, pleasure, dominance, brand recall and stimulation are positively related to the consumer’s buying behavior.
Effects of advertisement on consumer's buying behavior with references to FMCGs in kathmandu valley [printed text] / Nitesh Raj Shakya, Author . - 2019 . - 92p. ; GRP/Thesis + 10/B.
Languages : English
Abstract: Over the years, the advertisement market has grown significantly. As business activities have increased notably and the media’s penetration has increased dramatically, advertisements have also surged quantity wise. Nevertheless, in terms of creativity and branding we lag behind. The term FMCG (fast moving consumer goods), although popular and frequently used does not have a standard definition and is generally used in India to refer to products of everyday use. Conceptually, however, the term refers to relatively fast moving items that are used directly by the consumer.
Advertisements won’t be creative if the objectives are not clear. There is a communication gap between the advertisement agencies and advertisers. The clients do not properly brief their agencies about the products and services they launch or introduce into the market. Similarly, the agencies do not usually go to their clients with proper homework. If we want advertisements to be effective, the briefing and outline must be clear. Similarly, the definition of creativity is not clear in our context. The agencies and their clients see creativity differently. All these factors ultimately lead to ineffective outputs. Brand management is an integral part of any marketing campaign. If we can handle the brand management side effectively, advertisements will become more efficient. The agencies as well as the advertisers should have the knowledge about fundamentals of advertisement. It is essential to know the brand management before agencies and their clients embark on advertisement campaigns of products and services. Most of the companies in the Nepali advertising sector are media agencies. They are not advertising agencies. We do not have brand management and consulting agencies. It is high time for us to have brand management, consulting and boutique design agencies that can cater to the needs of the clients properly. Globally, such verticals have more hold on the brand management of clients.
The main purpose of this study is to examine advertising factors affecting consumer buying behavior of FMCGs product in context of Kathmandu valley. Other specific objectives are to analyze the perception of consumers on the level of advertisement specific factors (Necessity, Pleasure, Dominance, Brand Recall and Stimulation) of FMCGs product in Kathmandu valley, to determine the relationship of advertisement specific factors and consumer buying behavior of FMCGs product, to find out the most important advertisement specific factors affecting consumer buying behavior of FMCGs product, to examine the impact of advertisement specific factors affecting consumer buying behavior of FMCGs product.
The study is based on primary sources of data and designed to measure the factors effecting advertisement on consumer’s buying behavior of FMCGs in Kathmandu valley. Total observation for the study consists of 120 respondents. The following model is estimated for analyzing factor effecting advertisement on consumer’s buying behavior of FMCGs in Kathmandu valley. The instruments are descriptive statistics and inferential statistics. To analyze the reliability and validity of the data, Cronbach’s alpha (α) is used. Frequencies, percent, mean, correlation and test of significance are used in this study to measure the determinants of customer satisfaction. This study has employed descriptive research design and casual comparative research design. In order to achieve the objectives questionnaire was made and distributed to different consumers of Kathmandu valley. The questions were asked in the form of multiple choice, ranking, and five point likert scale questions. The likert scale questions of different variables were measured in 5-point likert scale.
The study concluded that advertisements have significant impact on the consumer’s buying behavior and widen their choices. The study concludes that the advertisement has huge effect on the sale of FMCG product regarding on the variable analysis (necessity, pleasure, dominance, brand recall and stimulation). The study also concludes that pleasure of advertisement, dominance, brand recall and stimulation are the most dominant factors that influence the consumer’s buying behavior on fast moving consumer goods in Kathmandu valley
Recommendations are given on the basis of the findings of the study. The study found that pleasure, dominance, brand recall and stimulation are the 4 major factors, whereas necessity as least factor influencing the effect of advertisement on consumer’s buying behaviour of fast moving consumer goods in Kathmandu valley. The result shows that necessity, pleasure, dominance, brand recall and stimulation are positively related to the consumer’s buying behavior.
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Barcode Call number Media type Location Section Status 598/D NIT Thesis/Dissertation Uniglobe Library Philosophy & Psychology Available