Main Article Content
Abstract
The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsor[1] and viewed via various traditional media; including mass media such as newspaper, magazines, television, commercial, radio, advertisement, outdoor advertising or direct mail; or new media such as blogs, websites or text messages. The main objective of the paper was to find out the factors influencing the purchase decision and features of advertisements influencing the purchase decisions regarding FMCGs in rural markets. The suitable statistical tools were used to analyse the data. It was found that rural buyers perceived that the advertisements of these FMCGs given by different media are informative and they agreed with the role of celebrity which attracts them for the purchase of the consumer goods.
[1] http://en.wikipedia.org/wiki/Advertising accessed on 26 July, 2012.