4 the impact of tv advertisement on.pdf

3

Click here to load reader

Upload: puny-ram

Post on 25-Dec-2015

7 views

Category:

Documents


0 download

TRANSCRIPT

Page 1: 4 THE IMPACT OF TV ADVERTISEMENT ON.pdf

Research Explorer July - December 201417

Vol. III : Issue 9 ISSN : 2250-1940 (Print), 2349 - 1647 (Online)

Introduction

With growing competition and the consumersbeing offered a wide range of choices in terms ofchoosing a range of products across different brandsthe role played by advertising has become very significantand the impact it creates in the minds of the consumersis for more effective compared to other forms ofcommunication. Advertisements is an admirable pieceof work needless to say, the best advertisement obviouslyleaves an indelible impact on consumers to use theproduct or services.

Scope of the Study

Present study was carried out from the pointsof view of the consumers regarding purchase of fastmoving consumer goods by all strata of the people ofBangalore.

Objectives of the Study

To analyze the influence of advertising on thefast moving consumer goods in Bangalore.

To analyze the attitudes of consumers towardsTV commercials and analyze the reasons behind thepurchase of FMCGs.

THE IMPACT OF TV ADVERTISEMENT ONFAST MOVING CONSUMER GOODS CONSUMPTION

Hariharan,National College Trichy, Tamilnadu

A. Thanapackiam,Lecturer in Commerce, Don Bosco College, Bangalore

ABSTRACT

The research was conducted in Bangalore city during the year 2013-14. This is a study based onempirical research. The data were collected from both primary and secondary sources. Importance is given only toprimary data. ANOVA was used to find factors determining the customers’ preference for products using SPSSPackage. The present study is focused on important factors and sources of information in purchase of FMCGs.This is an exploratory study using primary data collected through purposive sampling method with an adequatesample size of 60 respondents of Bangalore city. This research work helps to understand how different variablesinfluence the purchase decision of individual customers towards FMCGs products.

Key words: Advertisement Effectiveness, Attitude, impact of advertisement, Preference, Purchase Decision

Research methodology:

The research design for the study is descriptive.The methodology of the study is based on the primarydata as well as secondary data. The study depends mainlyon the primary data collected through well framed andstructured questionnaire to obtain the opinions of therespondents. The study is confined to Bangalore town.Convenient sampling method was used in the study toselect the sample. The total of 100 questionnaires hasbeen distributed and out of which 85 were received. Afterthe scrutiny of this questionnaire, 25 were rejected andfinally, 60 completed questionnaires were used for thepresent study.

Primary data

Present study is empirical. It is based on primarydata collected directly by the researcher. It includesindividuals, both male and female in different age groupsbelonging to different sections in society such asstudent, teacher, business people, Homemakers etc. inthe selected regions of Bangalore by means of structuredschedules.

Available online @ www.selptrust.orgResearch Explorer

ISSN : 2250-1940 (Print), 2349 - 1647 (Online)Impact Factor : 0.389, Vol. III : Issue. 9

July - December 2014

Page 2: 4 THE IMPACT OF TV ADVERTISEMENT ON.pdf

Research Explorer July - December 201418

Vol. III : Issue 9 ISSN : 2250-1940 (Print), 2349 - 1647 (Online)

Secondary data:

The relevant secondary data for the study wascollected mainly from various books, thesis, reports,journals and Periodicals relating to the subject.

Sample Plan

As it is not practical to attempt a survey of theentire population of the city, a limited number of peoplewere surveyed.

Sample Size: The sample size for the study is 60customers.

Sample Unit: The sampling unit consists of thecustomers of Bangalore

Research Design: The research is descriptive in nature.

Table-1 Personal experience of Respondents

Aspects Yes No Believe in advertisement 45 15 Ads are important 57 3 Influence of advt. on shopping trend 42 18 Preference towards branded items 47 13 Awareness about FMGC 34 26 Purchase of goods based on advt. 35 25 Is advt. appealing 34 26 Is advt. fun to watch 40 20 Would you share your views 38 22 Positive reaction to the ads. 42 18 Liking of similar ads. 35 25 Promotional activities affects your purchase 44 16 Purchase of FMCG because of ads. 32 28

Source: Primary Data

The above table 1 is created based on the datacollected through the primary source of questionnaire.The researcher has collected the respondents’ personalexperience towards ads with the help of above questions.Out of 60 respondents, 45 persons have strong belief inadvt. 57 persons said that advertisements are importantfor making purchase decision. The question was askedto the respondents, regarding the influence ofadvertisement on their shopping trend nearly 70% ofrespondents have given positive response. Only 30% ofthe respondents said that their shopping do not getaffected because of ads. 47 persons said that they willprefer only branded items and the rest would go forunbranded things. The researcher was interested infinding out whether respondents know the expansion ofFMCG .In this regard 78% of the respondents havefavourable answers. 56% and 66% of the respondentshave answered “Yes” for the questions was add appealingand the ads was fun to watch respectively. 70% of therespondents have positive reaction towards add and 58%of the respondent would like to see similar add in future

also. 73% of the respondents have agreed that promotionalschemes affect their purchase plans and 53% out of 60respondent s taken for the study have said that theirpurchasing of Fast Moving Consumer Goods are becauseof add.

Table-2 Functions of AdvertisementAspects Number of Respondents Percentage Information 35 58 Entertainment 2 3 Influence 17 28 Values to society 6 10

Total 60 100

Source: Primary Data

The above table 2 shows that out of totalrespondents taken for the study, 58% of the respondentshave said that function of advertisement is givinginformation about the product, and only 3% of therespondents said that it gives values to the society.

Table-3 Means of AdvertisementAspects Number of Respondents Percentage Newspaper 9 15 Magazines 2 3 TV 42 70 Internet 7 12 Total 60 100

Source: Primary DataFrom the above table 5, it is clear that out of 60

respondents, 70% are accepted that TV is the moststriking media to advertise for FMCG products.

Table 4 Purchase decisionsAspects Number of Respondents Percentage Print Ads 15 25 TV Ads 32 53 Outdoor Ads 13 22 Total 60 100

Source: Primary DataIt’s very clear from the above graph 53% of the

respondents make their purchase decision based on TVads. They are accepting the fact that TV ads influencetheir purchase. 25% believe print ads also helps in makingpurchase decisions. Remaining 22% make their purchaseon the basis of outdoor ads.H0: There is no significant difference betweenrespondent‘s age and their belief in advertisement.

The ANOVA output for comparing the mean fordifferent age- groups shows in table 10 that which ismore than significant value (sig 0.388>0.05) this impliesthat there is no association between difference age groupand their belief in advertisement. This leads to acceptanceof null hypothesis.

Page 3: 4 THE IMPACT OF TV ADVERTISEMENT ON.pdf

Research Explorer July - December 201419

Vol. III : Issue 9 ISSN : 2250-1940 (Print), 2349 - 1647 (Online)

Table 5ANOVA table output for belief in advertisement with respect to age

Sum of squares

df Mean square

f Sig

Between groups .481 3 .160 1.028 .388 With in groups 7.633 49 .156

Findings and Conclusion:

Television is often called “The King” of theadvertising media, since a majority of the people spendsmore hours in watching TV per day than any othermedium. TV has proved its persuasive power ininfluencing human behavior from time to time because itcombines the use of sight, color, sound and motion.

It has been concluded that T.V. advertising havegreat impact on buying behavior of customers. Beforepurchasing any product customers/ consumers collectinformation for their proper purchasing decision makingactivities. Hence advertising is mostly adopted to getinformation about FMCG products. There are differentfactors influenced on buying behavior of consumers inthat it has been found that 70% of the respondents haveagreed that their shopping of fast moving consumergoods is based on advertisement. 58% of the respondentsagreed the fact that they watch advertisement for gettinginformation and 70% agreed that TV is the most strikingmedia for advertisement. It can be presumed that repeated

advertisement on Selected TV channels on prim time willunknowingly influence the purchase decision.

It has been also concluded that maximum no.of consumers are attracted towards the advertising onpurchasing of FMCG products. In this way Televisionadvertising plays a vital role in buying behavior ofconsumers in Bangalore city.

References:

1. K. and Bharti (2008). “Awareness and ConsumptionPattern Of Rural Consumers Towards Home And PersonalCare Products.” Rural Marketing, Volume 60, pp. 03.

2. Libert D. E(1979) Television advertising and values

3. . J. and Kotze, T. (2001) “Parents and televisionadvertisement as Consumer Socialisation Agents forAdolescents: An Exploratory Study”. Journal of FamilyEcology and Consumer Science, Vol. 29, pp. 91-98.

4. Patricia (8 May, 1989). “The ABC’s of Marketing to Kids”.Fortune, pp.114-120.

5. Hemlataj. Patel (2012).”A study on consumer Awarenessregarding house hold goods:vol. VII, Issue III May-June2012,pp.34-40.

6. M.Nasrin Silthana(2011)”Factors influencing purchaseBehavoiur of consumers of home appliances. Vol.50.No.2.pp.45-50.

7. Journal of Indian Marketing.Vol 7 ,issue 2(2011)” Impactof celebrity advertisement, pp.4-11.

8. Hitesh D.Vyas(2011)”consumer Purchase of consumerdurables: A Factorial Study, pp.38-44.

NEWS AND EVENTS You may send information which you want to share witall.

If your institution is going to organize or had organized a Conference,Workshop or Symposia related to Social Sciences (Commerce, Economics,Management, also)

If you have written a book and want it to be reviewed, Please send a copy to us.It will be reviewed in SELP JOURNAL OF SOCIAL SCIENCE / RESEARCHEXPLORER.

This journal is a platform for the Social Scientist and explore the knowledge inthne field of Social Science, through research, innovative concept frame work,new idiology and the current trends.

Frame News of the event and send us in E-mail : [email protected]