• Narendra Pratap Singh Thakur
• Neeraj Varma
• Jaiprakash Lamoriya

Advertisement is generally use for creating awareness, comprehension, conviction, action and promoting products. It is controversial to measure how much advertisement attract the customers. The objective of this paper is to find out how much advertisement bring effect on the consumer’s buying behaviour with reference to FMCG products (Convenience Goods) By using 5-point Likert scale with cross sectional data, 150 questionnaires were distributed in Vadodara city as a sample, and received 120 complete questionnaires from respondents after online survey. DAGMAR is a concept used in advertising to set advertising objectives and goals. Data was analysed by using different statistical techniques such as descriptive statistic. Our findings are strong as data show that advertising significantly influences consumer purchasing behaviour and choices. This study helps to critically evaluate consumers' buying patterns and behaviours in the FMCG sector.

FMCG products, DAGMAR, Advertisements, Buying behaviour, Brands, Convenience goods.

"“A study on Impact of advertisement on the buying behaviour of consumers of Gujarat with special reference to FMCG products (convenience goods) in Vadodara city” ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 2, page no.c456-c464, February-2023, Available :http://www.jetir.org/papers/JETIR2302261.pdf

"“A study on Impact of advertisement on the buying behaviour of consumers of Gujarat with special reference to FMCG products (convenience goods) in Vadodara city” ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 2, page no. ppc456-c464, February-2023, Available at : http://www.jetir.org/papers/JETIR2302261.pdf