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TV Advertising for Non Durable Goods (Personal Care) in Rural - A Paradigmn Shift in Factors of Influence

Anisa Khanam, Abhay Verma


TV Advertising has made marketing race to put the brand on the top of the mind, creating
brand equity, maintaining the brand loyalty has extended its net to influence the rural
consumers. Marketers use different media vehicles to communicate with this target audience.
India is an agro-based economy and the growth of most of the other sectors of economy is
driven by rural demand. Consequently, television commercials appear to have a large impact
upon the brand preference and purchase behavior of Rural Consumers. Of all marketing
weapons TV advertising has the leading impact as its exposure is more, and is the most
attractive media for rural consumers. The purpose of this research paper is to study paradigm
shift in different factors of TV advertising for non durable goods (FMCG) which influences
rural consumer buying behavior. Rural marketing has become the latest mantra of most
corporate even MNCs are eyeing rural markets to capture the large Indian market. Increase in
purchasing power fuelled lot of interest, several companies are exploring attractive TV
advertising like HUL, ITC, P and G etc.


TV Advertisements, Rural market, Non durable Goods (FMCG)

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