THE IMPACT OF RADIO ADVERTISEMENT ON CONSUMER PATRONAGE
ABSTRACT
Radio is an ideal media for marketing fast moving consumer goods because it can reach wide targeted listener demographics in urban habitat. A large number of people listen to radio while commuting in urban areas and respond to the broadcast of various commercial messages. This study aims at analyzing the impact of radio advertisements on consumer patronage and attempts to determine the role of radio advertising on dissemination of information on the sales promotions. The impact of radio advertisements on the store choice and buying preferences are analyzed based on empirical investigation. The study reveals that shopping behavior of urban consumer at retail stores in response to radio advertisements is highly influenced by the physical, cognitive and economic variables.