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Top1. Introduction
Basically, the establishment of the powerful business environment is made possible by the marketers. They not only show their dignity towards getting new customers but also make an effort to maintain the current customers (Sudbury-Riley & Kohlbacher, 2016) (Platania et al., 2016) (Hajli, 2015) by affording the sustained quality and appropriate satisfaction of customers. It has been noted that the customer satisfaction is extremely connected with customer retention, in which customer satisfaction can preserve the existing customers, yet it shows the influence towards the company’s credit, stock cost and fund per share (Xiang et al., 2016) (Darrat et al., 2016) (Buaphiban & Truong, 2017). The behavior of customers depends on the choice, purchase, and utilization of products and services for the fulfillment of their requirements. In fact, the consumer behavior is associated with diverse processes. At first, it is essential to recognize the kind of preferred products by the consumers and further choose those goods that achieve maximum utility (Cartwright et al., 2016). To the next of the selection of required commodities, the consumer prepares to guess the total money that he can invest. Ultimately, the appropriate costs of products are analyzed by the consumers to take a decision regarding the selection of commodities (Vogt et al., 2015) (Vogt et al., 2014) (Badgaiyan & Verma, 2014). Moreover, Social, Cultural, Personal and Psychological factors highly influence the buyer behavior of consumers.
In the business field, one of the main forms of conveying the characteristics of products is through advertisements, which assure the people to take some new actions. In general, advertising helps to enhance the financial progression of the marketers as well as the various competitors (Dixon et al., 2016) (Karande, 2005) (Hwang et al., 2011) (Calasanti & King, 2007). Advertising is typically a paid mode of publicity by some promoters and arrived through diverse existing media like radio, newspaper, television, magazine and outdoor advertising and advanced media like websites, blogs and text messages 20] (Grenard et al., 2011) (Noll, 2004). Even more, the technological developments have turned advertising to a more prevalent and dynamic in its impact and affect. A significant position regarding the consumer buying behavior through a powerful form of advertising is provided in the literature review (Nettelhorst & Brannon, 2012) (Kumar, 2000) (Walton et al., 2009). It reveals the fact that, the consumers can take decision associated with the product purchase after viewing the respective advertisements, which in turn influences the consumer buying behavior.
The advertisements should be designed and presented in a powerful way to get a positive response from customers. In doing so, when women are acting in ads (Baumann & de Laat, 2012), it may stand as a significant role as the majority of viewers favors it. An abundant research work in these fields has been carried out extremely in West, whose culture is different from the Indian culture. In fact, the Indian culture is highly traditional, and value bound (Wonderlich-Tierney et al., 2013). However, the continuous western culture has been affected the Indian culture, which undergoes a hasty transformation, which has a bearing on the women roles played in the society and the way in which they are performed in ads. Therefore, it is necessary to make a detailed study regarding the impact of women in advertisements to enhance the consumer buying behavior.
This paper contributes a study associated with the women portrayal in TV commercials for the purpose of promoting FMCG. Accordingly, this paper prepares a questionnaire and obtains responses from 21 industries. With different responses, it goes through a valuable statistical study. The rest of the paper is organized as follows. Section II depicts the literature review with related works and corresponding problems statement. Section III illustrates the survey on FMCG industries. Section IV portrays the perceptive of women portrayal for FMCG products. Section V concludes the paper.