07vwcm6007 anokhee amin

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DISSERTATION REPORT

ON

INFLUENCE OF COMPARATIVE ADVERTISING ON CONSUMER BUYING BEHAVIOUR ANDAWARENESS IN THE FMCG SECTOR

This Dissertation is being submitted in partial fulfillment of the requirements for the award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

of

BANGALORE UNIVERSITY

This study has been undertaken by

ANOKHEE AMIN

Reg. No. 07VWCM6007

Under the guidance of

Prof. M. A. Raja Sekhar

Alliance Business Academy

ALLIANCE BUSINESS ACADEMY

BANGALORE-560076

Batch 2007-2009


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Order of the Presentation

1.1 The Background

2.1 Statement of Problem

3.1 Objectives

3.2 Scope of the Study

4.1 Research Methodology

4.2 Type of research

4.3 Tools for data collection

4.4 Type of data4.5 Sampling plan

4.6 Limitations

5.1 Industry Profile

6.1 Analysis & Interpretation


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1.1 The Background

Comparative advertising


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2.1 Statement of Problem

3.1 Objectives

To identify how aware the customers are about a product which is

advertised in comparison to another product.

To identify the impact of comparative advertising on consumer buying

behavior.

To identify if comparative advertising is more attention getting and

memorable than other kind of advertising.

To identify how is comparative advertising perceived consumers.


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To identify the awareness level of products not advertised in a comparative

manner.

To identify if comparative advertising makes the product more desirable or

enhances perceptions of quality.

To identify if the consumers perceive a relation between the name of a

company and the amount of credibility they place in the comparative ad

portrayed by it.

To compute the general attitude of customers towards comparative

advertisements.


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3.2 Scope of the study

Consumers in Bangalore

Special reference to the fast moving consumer goods (FMCG)

sector.

Print & television advertisements would be considered.


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4.1 Research methodology

4.2 Type of research: Descriptive Study

4.3 Tools for data collection: Questionnaire

4.4 Type of data: Primary data which was collected through questionnaires.

Secondary data-which was collected by referring to various studies, articles,

books and websites.

4.5 Sampling plan

Sample size: The Sample Size undertaken for the purpose of research was

100 consumers of FMCG products, in Bangalore.

Sample procedure: non probability judgment sampling


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4.6 Limitation of the study

pQuestionnaire

pNumber of Comparative Ads are less

5.1 Industry profile

ADVERTISING

INDUSTRY

MEDIA

TOP COMPANIES

GOALS

MEDIA

TOP COMPANIES

GOALS

FMCG

FOOD & BEVERAGE

PERSONAL CARE

HOUSEHOLD CARE

FOOD & BEVERAGE

PERSONAL CARE

HOUSEHOLD CARE


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6.1 Analysis & Interpretation

20%

20%

17%

13%

10%

10%10%

PROFILE OF RESPONDENTS (AGE

WISE)

20 - 24 YRS.

25 - 29 YRS.

30 - 34 YRS.

35 - 39 YRS.

1. Profile of Respondents

49%51%

PROFILE OF RESPONDENTS

(GENDER WISE)

MEN

WOMEN

21%

32%23%

24%

PROFILE OF RESPONDENTS(OCCUPATION WISE)

SELF-EMPLOYED

SERVICE

HOMEMAKER

STUDENT


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2. Awareness level of Comparative ads

Pepsi co Coca Cola ltd

Horlicks- Complan

Kingfisher Jet Airways Go Air

Duracell

Mountain Dew Sprite


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66%

14%

18% 2%

WHY IS DOVE BETTER THAN SOAP?1/4TH MOISTURIZER

NOT BETTER

RECOMMENDED BYDERMATOLOGISTS

OTHER REASONS

OPTIONS Frequency

GIVES YOU INFORMATION 41

CONFUSES YOU 11

MAKES PURCHASE DECISION EASY 10

IS NOT CREDIBLE 36

OTHERS 2

3. Impact of comparative advertising on

consumer buying behavior.

A comparativead-


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4. Identify if comparative advertising is more

attention getting and memorable than other kind

of advertising. 48% agreed that comparative ads help in easier recall.

5. Perception of consumers on Comparative ads

Comparative ads give right information

Option Frequency

Yes 42

No 27

Cant say 31


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What should comparative ads compare in an ad?

Options Yes No

Quality 53 47

Price 29 71

Features 64 36

18%

49%

16%

2% 8%7%

A COMPARATIVE AD ACCORDING TO YOU IS-

FAIR

SHOULD BE ALLOWED TOANEXTENT

UNFAIR

SHOULD BE BANNED

UNETHICAL

YOUARE INDIFFERENT


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Should companies resort to comparative advertisement to

increase awareness of their product?

Options Yes No Cant Say

Frequency 38 42 20

6. Relationship between comparativeadvertising and a preferred brand.

(between Pepsi & Coke)

My preferred beverage-

Options Coke Pepsi Others

Frequency 61 32 7


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After viewing a comparative ad of my preferred beverage

against its competitors i develop

The reliability of a comparative advertisement depends on:

Options Positive

Association

with

preferred

beverage

Positive

Association

with

Competitors

beverage

Negative

Association

with

preferred

beverage

Negative

Association

with

Competitors

beverage

I am

Indifferent

Frequency 20 25 10 6 39

Options The Company Experience

with the

product

The Brand Others

Frequency 6 51 36 5


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7. Awareness level of products not advertised in

a comparative manner.

Most consumers believe that it is better if advertisers advertise

their products against unnamed competitors rather than spelling

out their names


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Thank you!!!Thank you!!!

07vwcm6007 anokhee amin

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