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. 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. Radio advertisements penetrate fast and drive positive effect on listeners
towards determining store choice and buying probabilities.