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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM64039
Volume:
10 |
5 |
May 2026
Pages:
1-11
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
MBA
RATHINAM TECHNICAL CAMPUS
MASTER OF BUSINESS ADMINSTARTION
RATHINAM TECHNICAL CAMPUS
Advertising has become one of the most influential tools in shaping consumer buying behavior, particularly in the Fast Moving Consumer Goods (FMCG) sector. The confectionery industry heavily depends on attractive advertisements, promotional campaigns, celebrity endorsements, and digital marketing strategies to influence customer preferences and increase brand awareness. The present study examines the impact of advertisements on confectionery products with special reference to consumers in Dindigul District. The research focuses on understanding how advertisements influence consumer perception, buying behavior, purchasing decisions, and brand preference. The study adopts a descriptive and analytical research design. Primary data were collected from 150 respondents using a structured questionnaire through the Snowball Sampling Technique. Secondary data were gathered from journals, books, websites, and previous research studies related to advertising and confectionery products. Statistical tools such as Percentage Analysis, Chi-Square Test, and ANOVA were used for data analysis and interpretation. The findings reveal that television advertisements, social media promotions, celebrity endorsements, and attractive packaging significantly influence consumers, especially youth and families. The study also identifies that emotional appeal, brand image, and promotional offers play a major role in increasing purchase intention toward confectionery products. The research concludes that advertisements strongly affect consumer behavior and purchasing decisions in the confectionery market. The study further suggests that companies should adopt ethical and consumer-oriented advertising strategies to ensure sustainable growth and consumer satisfaction.
KEYWORDS
Advertising plays a vital role in influencing consumer buying behavior in the confectionery industry. The present study analyzed the impact of advertisements on confectionery products among consumers in Dindigul District. The research findings reveal that advertisements significantly influence consumer awareness, brand preference, purchase intention, and buying behavior. Television advertisements, social media campaigns, celebrity endorsements, and promotional offers strongly affect consumer decisions. The study concludes that effective advertising strategies help confectionery companies improve market share, brand image, and customer loyalty. However, companies should adopt ethical and socially responsible advertising practices to ensure consumer satisfaction and long-term business sustainability. Overall, the research highlights the importance of advertisements in shaping consumer behavior in the confectionery market and provides useful insights for marketers, researchers, and policymakers.
1. Shaban, Afnan Mohammed. (2025). The Use of Influencer Advertisements on Television and the Extent of Consumer Response to Them. 2. Ukaj, F., Ramaj, V., Elezaj, S., Arapi, R., & Livoreka, R. (2024). The Impact of Digital Marketing on Brands and their Offers to Consumers in Confectionery Industry. 3. Abdul Aziz Zaiddi, S.Z., & Akmal Ismail, Z. (2023). Effectiveness of Color in Gen Z’s Decision-Making for Confectionery Brands on Social Media. 4. Pranjale, R., & Anute, N. (2022). Advertisement Strategies Adopted for Confectionery Products by FMCG Companies in India. 5. Lavanya. (2019). A Study on Consumer Preference towards Cadbury Products in Coimbatore City. 6. Sunderaraj. (2018). Impact of Advertisement on Buying Behaviour of Consumers in Sivakasi. 7. Jayasathya. (2019). A Study on Customer Preference towards Cadbury Chocolate with Special Reference to Coimbatore City. 8. Karthikeyan, B. (2016). Effects of Advertisement of Confectionery Products on School Children. 9. Raja Rajeswari & Kirthika. (2016). Consumer Behaviour towards Nestle Products with Special Reference to Coimbatore City. 10. Preeti Thakur. (2014). Influence of Kids on Purchasing Decision in Family Study of Households in Jalandhar.
Publication Date
5/27/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
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