Impact of Utilitarian Appeal on Consumer Perception and Purchase Intention for Convenience Goods

This thesis investigates the effects of utilitarian appeal on consumer purchase intentions and consumer perception for convenience goods. This includes the behavior of the consumer reacting to buy a product immediately after getting impressed from the attributes of the product visualized in advertisements. For this research one Independent variable was considered as utilitarian appeal, whereas Consumer Purchase Intention and Consumer Perception are used as Dependent Variable. The crux of the study claims that there is an impact of utilitarian appeal on consumer perception for advertised brand and there is an impact of utilitarian appeal on consumer purchase intention for convenience goods. Moreover, Experimental method of data collection is done to gather the data about the study and 230 consumers were been surveyed by showing them TVCs (Television Commercials). The result for the study shows that there is an impact of Utilitarian appeal on consumer purchase intention for convenience goods. This shows that ads containing utilitarian appeal attract the customers to go for the particular product.