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International Research Journal of Advanced Engineering and Technology

Open Access Peer Review International
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SHAPING CONSUMER CHOICES: THE ROLE OF ADVERTISEMENTS IN FMCG PURCHASES IN THANJAVUR TOWN

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Dr. Rajni Ayer 1 ,
4 Assistant Professor, Department of Commerce, M.R. Government Arts College, Mannargudi, Tamil Nadu, India

Abstract

This study investigates the influence of advertisements on consumer purchasing behavior in the Fast-Moving Consumer Goods (FMCG) sector within Thanjavur Town. As the FMCG industry is highly competitive, businesses often rely on advertising to sway consumer preferences and increase market share. The research explores various advertising mediums, including television, print, and digital, and their impact on the decision-making processes of consumers. By surveying a diverse sample of consumers, the study examines how factors like brand awareness, emotional appeal, and product perception driven by advertisements contribute to purchasing decisions. The findings reveal significant correlations between targeted advertising strategies and consumer behavior, offering valuable insights for marketers aiming to enhance the effectiveness of their advertising campaigns in the FMCG sector.

Keywords

Consumer Behavior, Advertisements, FMCG Purchases, Thanjavur Town, Brand Awareness

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