• Dr. L. Ramesh
• Mrs. A.Suhasini

Advertising has evolved to a great extent over the years. In today’s world a large gamete of choices are available to the Advertisers, of the medium, through which they can advertise their product or service. The technology revolution is having a major impact on advertising. With incomes rising in India, spending and consumption are also on the rise with an increasing number of people purchasing many more items, going beyond the basic necessities. As more areas get urbanized, the country will see the creation of many new markets and further expansion of the existing ones. Therefore, multinational companies marketing FMCG products in Indian market takes more advantage of all these aspects to prioritize the consumers through influence to buy their products available in the market. It becomes necessary to understand whether the advertisement have significant impact among consumers while opting for FMCG products? Did the advertisement impact influenced the consumers buying FMCG products? The objectives are to study the advertisement impact on the buying FMCG products and to find out the buying behaviour of consumers buying FMCG products. The area covered is only Nilgiris District and the areas concentrated for the study are Retail Outlets like Shopping Malls, Department Stores, Open Market and Kiranas to survey 225 consumers. To accomplish the study objective the researcher collected primary and secondary data. The sampling method was non-probability using convenience sampling technique. The collected data was analyzed with the help of statistical tools such as Simple Percentage Method, Garrett Ranking Method and Chi-Square Test. Advertisement and its impact on consumers buying FMCG products have significantly influenced the consumers in most of the aspects and therefore it is concluded that if the suggestions and recommendations are taken carefully into consideration by the policy makers to formulate appropriate methods to reach the minds of public may help them to establish their authority with safe and sound growth in the Indian market.

Advertisement Impact, Buying Behaviour, FMCG, etc.

"A STUDY ON ADVERTISEMENT AND ITS IMPACT ON BUYING BEHAVIOUR OF FMCG PRODUCTS IN THE NILGIRIS DISTRICT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 7, page no.647-653, July-2018, Available :http://www.jetir.org/papers/JETIR1807693.pdf

"A STUDY ON ADVERTISEMENT AND ITS IMPACT ON BUYING BEHAVIOUR OF FMCG PRODUCTS IN THE NILGIRIS DISTRICT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 7, page no. pp647-653, July-2018, Available at : http://www.jetir.org/papers/JETIR1807693.pdf