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

Abstract

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.