A STUDY ON THE IMPACT OF TELEVISION ADVERTISEMENT ON THE CUSTOMER BUYING BEHAVIOUR OF FMCG PRODUCT

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

The Fast-Moving Consumer Goods (FMCG) sector has evolved significantly over the past two centuries. Globally, its origins can be traced to the Industrial Revolution of the 18th and 19th centuries, which enabled the mass production of essential consumer products such as soap, detergents, and packaged foods, leading to the emergence of multinational corporations like Procter & Gamble and Unilever. In India, the FMCG sector began developing during the British colonial period with the introduction of products such as tea, soap, and tobacco by foreign companies, among which Lever Brothers—later known as Hindustan Unilever Limited—played a key role. After independence in 1947, the sector remained relatively limited due to a closed economy and restricted competition. A major transformation occurred during the economic liberalization of the 1990s, when reduced trade barriers and increased foreign investment allowed global brands such as Nestlé, Colgate-Palmolive, PepsiCo, and Coca-Cola to expand, while domestic companies like ITC, Dabur, Godrej, and Amul grew significantly. During the 2000s and 2010s, advancements in technology, improved distribution networks, rural market expansion, modern retail formats, and the rise of e-commerce accelerated growth. Today, the FMCG sector is one of India’s largest and most dynamic industries, contributing substantially to GDP, employment, and exports, while serving both urban and rural consumers with affordable essential products and a strong focus on branding, sustainability, and innovation. Keywords: FMCG, Industrial Revolution, liberalization, multinational companies, Indian market, innovation.

References

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Keywords

Fast-Moving Consumer Goods (FMCG) , FMCG sector