*Assistant Professor, Shri Chimanbhai Patel Institute of Management and Research, Ahmedabad, India
**Director, St. Kabir Institute of Professional Studies, Ahmedabad, India
Online published on 6 October, 2014.
Today consumer is the king. Gone are the days when encashment of consumer was an easy task. Today its takes a lot of efforts for the company to keep consumer engaged and pursue them to buy their company's product. Advertisement is one of the mode by which the company can alter consumer perception. The paper is an attempt to measure consumer perception towards online advertisements. The study takes into consideration the effect of demographic variables on consumer perception with respect to FMCG sector. The sample of 200 online consumers is taken for study from Ahmadabad region. The paper measures the perception taking into consideration four aspects: preference for various features, utility, purchase intention and preference for online as well as offline advertisement. The foray of the research is into measuring of these variables taking into consideration the demographic factors like age, gender, monthly income, qualification and profession. Future research with larger sample size and in depth analysis of consumer perception is advocated.
Consumer, perception, utility, internet advertising
