Impact of Media context and Ad appeal on consumer response towards advertising of personal care products in FMCG sector

Priyanka Shah, Dr. R K Balyan


Advertisement effectiveness has been a debatable topic for years. The topic has been studied extensively but still many areas of it remain unexplored. The current study deals with the impact of advertisement appeal and media context on consumer response. The study has its foray into personal care product category of FMCG sector wherein the scope of study was limited to Ahmedabad region. The sample size of 66 consumers was chosen for socio economic classes of A1, A2, A3, B1 and B2. The data collected was analyzed using SPSS software wherein statistical tool like chi square, regression, ANOVA and mann whitney were used. The study generated the impact of media type and ad appeal on consumer response. Varied difference in the consumer response was shown by various socio economic classes but no significant difference in consumer response for varied ad appeal and media context was exhibited by different genders. Since the study was limited only for 66 respondents, therefore the pure generalization of study is not possible. The beneficiaries of the study includes the FMCG sector, ad industry, students and researchers as the study gives in depth analysis of impact of consumer response affected by ad appeal and media context for demographic variables like socio-economic class and gender.


Advertising effectiveness, emotional and rational ad appeals, emotional and rational media contexts, advertising in FMCG sector personal care products, consumer response to advertising

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