快消品广告及促销活动对青少年的影响

Z. Rahman, S. Bute, D. Kishore
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引用次数: 0

摘要

这项研究是为了研究快速消费品市场的年轻人。收入的增加和青年人口的增长是该行业的主要增长动力。品牌意识也增加了需求。印度人口已经超过10亿,作为开拓新市场的机会之地,吸引了全球的跨国公司。这项研究的根本目的是研究广告和促销活动对青少年的影响。年轻人受到媒体广告的影响。通过媒体,他们可以接触到市场上各种各样的品牌。各种各样的产品品牌,包括时尚、食品和饮料、健康、旅游、小工具、人际关系、宠物、汽车等生活方式品牌,都是广告和促销活动的一部分。研究发现,18 - 35岁的年轻人受到媒体提供的各种品牌广告和促销活动的影响。他们认为这提高了他们的生活水平,也有助于提高他们的自信心。年轻人需要信息,他们通过各种媒体上的广告和促销活动获得信息。这让他们意识到各种品牌的存在,以及各种品牌下产品的属性。年轻人更容易做决定。
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Influence of Advertisements and Promotional Activities of Fast Moving Consumer Goods on Youth
The research was conducted to study the FMCG product market in terms of youth. Rising income and growing youth population have been key growth drivers of the sector. Brand consciousness has also added demand.With a population already in excess of 1 billion people, India has attracted multinational corporations across the globe as a place of opportunity for exploring new markets. The underlying aim of the research is to study the effect of advertisements and promotional activities on youth. The youth get influenced by media advertisements. Through media they are exposed to various brands that are available in the market. The various products’ brands which include lifestyle brands like fashion, food and beverages, health, travel, gadgets, relationships, pets, automobiles, etc are part of advertising and promotions. It is found out from the study that young adults from the age group of 18 to 35 years are influenced by the advertisements and promotional activities on various brands that media provides. They feel it enhancestheir living standard which also helps in developing their confidence level. The youth need information and they get it through the advertisements and promotional activities in various media. That makes them aware of the existence of various brands and the attributes of the products under various brands. It becomes easier for the youth in decision making.
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