Significance of study

The companies that are operating in the FMCG industry focus on increasing their sales through
identifying their customer expectations. Today almost all the organization around the world,
use TV advertisements as a way of conveying the message about their product to the target
market. Therefore it is important for marketers to identify the consumer perception about
ethical and unethical TV advertisements and its impact on the company sales. Most of the
companies do not analyze their customer expectations before they telecast their
advertisements on TV. This has created a contradictory situation in the society which may result
in negative perceptions about the product which is promoted through the advertisement.

R.C. Earnest (2007), who conducted a research on ethnically targeted advertising, has found
that “there were negative attitudinal, emotional, and behavioral reactions by those who are not
targeted, which may result in a drop of sales.”

With the arising competition, it’s important for organizations to find out the ways and means of
satisfying customers in order to make the existing customer retain with the company and
attract new customers through vast promotions.

The level of understanding of what local customer expect from the marketers when they are
doing their promotions through television is, questionable. It is important for organizations to
understand and examine the impact of TV advertisements on consumer buying behavior in
order to be successful in the future.