Effect and Role of Advertisement on FMCG Products in India

Abstract

To completely comprehend how advertising affects customers who purchase FMCG (Fast-Moving Consumer Goods), as well as the elements that affect the consumer's behaviour, this research is being conducted. 213 respondents in all, many of whom are members of Gen Z, were polled for this study; the bulk of them were citizens of Bhopal, Madhya Pradesh, India. This study will give marketing firms information on how consumers make purchases, enabling them to effectively position their goods on the platforms that will have the biggest impact on their target market. Existing literature has addressed the impact of advertising on a company's overall growth. The Fast Moving Consumer Goods (FMCG) sector in the Indian context is only briefly discussed in the current literature, though. According to the Lipstick Index business model, the FMCG industry is considered to be a recession-proof sector that may help revive the Indian economy in the wake of the current dire circumstances