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III : Issue 9
A. Thanapackiam,
Lecturer in Commerce, Don Bosco College, Bangalore
ABSTRACT
The research was conducted in Bangalore city during the year 2013-14. This is a study based on
empirical research. The data were collected from both primary and secondary sources. Importance is given only to
primary data. ANOVA was used to find factors determining the customers preference for products using SPSS
Package. The present study is focused on important factors and sources of information in purchase of FMCGs.
This is an exploratory study using primary data collected through purposive sampling method with an adequate
sample size of 60 respondents of Bangalore city. This research work helps to understand how different variables
influence the purchase decision of individual customers towards FMCGs products.
Key words: Advertisement Effectiveness, Attitude, impact of advertisement, Preference, Purchase Decision
Introduction
Research methodology:
Primary data
Present study is empirical. It is based on primary
data collected directly by the researcher. It includes
individuals, both male and female in different age groups
belonging to different sections in society such as
student, teacher, business people, Homemakers etc. in
the selected regions of Bangalore by means of structured
schedules.
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Secondary data:
Aspects
Number of Respondents Percentage
Information
35
58
Entertainment
2
3
Influence
17
28
Values to society
6
10
Total
60
100
Yes
45
57
42
47
34
35
34
40
38
42
35
44
32
No
15
3
18
13
26
25
26
20
22
18
25
16
28
Aspects
Number of Respondents Percentage
Newspaper
9
15
Magazines
2
3
TV
42
70
Internet
7
12
Total
60
100
Source: Primary Data
From the above table 5, it is clear that out of 60
respondents, 70% are accepted that TV is the most
striking media to advertise for FMCG products.
Table 5
ANOVA table output for belief in
advertisement with respect to age
Sum of df Mean
f
Sig
squares
square
Between
.481
3
.160
1.028 .388
groups
With in
7.633
49
.156
groups
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