Impact of role portrayed by women in indian television commercials on buying behavior of fast moving consumer goods

Advertising plays an important role in carrying the message to the consumers about the product very effectively. The role of women in the recent era is changing and decision making power of women is also increasing. This is the reason which is making the advertisers to depict women as central figures in the advertisements. The present paper tried to explore the influence of women portrayal on consumer buying behavior by considering gender and age as variables. The paper also tried to find the role perceived by consumers and the role which influences the consumers to buy different categories of fast moving consumer goods. A sample size of 384 from Rangareddy and Hyderabad districts of age 15 and above were selected by using simple stratified random sampling.The results say that women buying behavior was more influenced than men buying behavior. Most of the respondents perceive that women were portrayed in beauty roles in television commercials for FMCG. Consumers were influenced by different roles for each category of FMCG. The results of the study serve as a guideline for the advertisers by suggesting them to portray women in particular role for a particular FMCG category, so that the buying behavior will be influenced in a positive way.