A Study on Consumer Buying Behaviour Towards FMCG Products in Kanpur

Abstract

This study investigates the impact of advertising on consumer buying behaviour within the FMCG sector, with a specific focus on how different advertising mediums influence awareness, perception, and purchase intentions. The research is based on primary data collected from 120 respondents through a structured questionnaire, capturing their exposure to advertisements, preferences for media channels, and actual buying responses. The findings indicate that advertising plays a significant role in shaping consumer attitudes, particularly in highly competitive FMCG markets where product differentiation is limited. Digital advertising platforms—such as social media, online videos, and mobile applications—emerge as more influential than traditional media like television and print, especially among younger consumers. Emotional appeal, visual content, and repetition of advertisements are found to enhance brand recall and influence trial purchases. However, the study also reveals that while advertising can trigger initial interest and impulse buying, long-term consumer loyalty depends on product quality and satisfaction. The research highlights the growing importance of integrated marketing communication strategies that combine creativity with targeted outreach. These insights are valuable for marketers aiming to optimize advertising investments and effectively engage modern consumers in an increasingly digital environment.