Advertising plays a vital role in influencing consumer purchase decisions, particularly in the Fast-Moving Consumer Goods (FMCG) sector where intense competition and low product differentiation require brands to continuously engage consumers through effective communication strategies. This study examines the impact of advertising effectiveness on the purchase decisions of consumers for CavinKare products in Chennai. CavinKare Private Limited, a leading home-grown FMCG company headquartered in Chennai, has established strong brand recognition through innovative advertising campaigns for products such as Chik, Meera, Nyle, Indica, Fairever, and Spinz. The study focuses on understanding how various dimensions of advertising effectiveness influence consumer behaviour and buying decisions in the Chennai market.

The research adopts a descriptive and analytical research design using primary data collected from 120 respondents residing in Chennai metropolitan areas. A structured questionnaire was used to gather responses regarding advertising awareness, message clarity, celebrity endorsement effectiveness, emotional appeal, media reach, and purchase decision influence. Stratified random sampling was employed to ensure representation across different age groups and geographical zones of Chennai. Statistical tools such as percentage analysis, weighted average score analysis, correlation, ANOVA, and multiple regression analysis were used to interpret the data and examine the relationship between advertising effectiveness and consumer purchase decisions.