Effects of advertisements on consumers an empirical study of Natural spin and consumer perception in the FMCG industry

Abstract

Over the years there has been a tremendous growth in the levels of awareness among consumers about what they are consuming. People are getting conscious these days and are keeping a check on the ingredients of the products that they use. This trend is not only limited to any one segment of the products but to overall markets. One segment that has seen this change in the consumer perception is the FMCG segment. FMCG segment comprises of four different sub categories which are Food and Beverages, Healthcare, Skin care and Household products. As per the market trends all of the four segments are experiencing similar change. It is not new for the Indian markets to focus on the products made of nature-based ingredients. If we study the history, it is well known that using natural products is something that is imbibed in our culture. Initially, it was just the Asian countries that used natural products but due to westernization and need of immediate results, people started drifting towards the products that had chemical composition. But since the last 2 decades the scenario in the markets has changed and this change is so drastic that even the companies that are based out of India have now entered the markets with products of natural composition. This is done because of the demand among the consumers. For such a drastic change in consumer perception to happen, there has to be certain reasons behind them. This research focuses on these reasons. newline newlineTo carry out the research, certain objectives were set which basically talked about the awareness of nature-based products among the consumers, To understand why the consumers are shifting towards the natural products, to find out if there is any corelation among the products that are naturally made and the chemical based products. Another objective was to understand if it is because of the advertisements that this shift is taking place and lastly whether consumers feel that using the nature-based products will make them contribute to the environment. To fulfill the objectives.