Advertising plays a crucial role in shaping consumer buying behavior in the FMCG sector, where brand loyalty is strongly influenced by emotional appeal, product image, brand recall, and promotional strategies. Nestlé KitKat, one of the world's most iconic chocolate brands, is widely known for its catchy tagline "Have a Break, Have a KitKat" and engaging advertisement strategies. This study explores the impact of advertisement strategies—such as television commercials, digital marketing, celebrity endorsements, social media campaigns, packaging appeal, and promotional offers—on customer buying behavior towards Nestlé KitKat. The study uses primary and secondary data to identify how advertisements influence consumer perception, brand recall, purchase frequency, emotional attachment, and impulse buying. Results indicate that emotional advertising, attractive packaging, and social media campaigns significantly influence young consumers, while brand trust and product quality influence older buyers. The paper concludes that Nestlé's integrated ad strategies have enhanced KitKat's strong market presence and customer loyalty. Suggestions for improving future advertisements are also provided.
Verma et al. (Thu,) studied this question.