advertisement effect on fast moving consumer goods

8/3/2019 Advertisement Effect on Fast Moving Consumer Goods

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ON

ADVERTISEMENT EFFECT ON FAST MOVING

CONSUMER GOODS

SUBMITTED TO

PUNJAB TECHNICAL UNIVERSITY, JALANDHAR

In the partial Fulfillment

for the degree of

MASTER OF BUSINESS ADMINISTRATION (M.B.A.)

Submitted By-

Randeep Baweja

University Roll no.-618221298

DEPARTMENT OF BUSINESS MANAGEMENT

Guru Nanak Institute of Management & Technology

Model Town, Ludhiana 141 002

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ACKNOWLEDGEMENT

The big task of undertaking such a work is not singly possible,

m y p ro je ct r ep or t o n a dv er ti se me nt e ff ec t o n f as t m ov in g

consumer goods is a result of contribution of lot of persons who

provided me with their indispensable guidance, to all those who

were connected wi th the p repara t ions o f th is p ro ject repor t.

Witho ut the ir o verwhe lmin g s up po rt and co-op erat io n the

presentation of this report would not have been possible.

I extend my sincere and whole hearted thanks to

MR. L.DEV RAJAN(Company Head),ING VASAYA BANKand

for the encouragement, guidance and co-operat ing self less ly at

all times for many valuable discussion.

RANDEEP BAWEJA

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PREFACE

MBA is stepping stone to management career. In order to achieve practical,

positive and concrete results, the classroom learning need to be effectively fed

to the realities of the situation existing outside the classroom. This is practical

true for manage.

To develop healthy managerial and administrative skills in the potential

managers it is necessary that theoretical knowledge must be supplemented

with exposure of real environment. Actually it is very vital for the

management and it is in the practical training that the measuring of

management is itself realized.

I took summer training in well-managed organization and was fortunate to get

a good exposure. In this project report an attempt has been made to cover

different aspects of my training.

RANDEEP BAWEJA

618221298

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Certificate I

This is to certify entitled

A study of

ADVERTISEMENT EFFECT ON FAST MOVING

CONSUMER GOODS

Submitted in partial fulfillment of the requirement

For the degree of

Master of Business Administration (M.B.A.) of

Punjab Technical University, Jalandhar

By

RANDEEP BAWEJA

University Roll No. 618221298

Has been prepared under my supervision and guidance and no part of it has

been submitted for the awarded of the any other degree and that the work has

not been published in any journal, magazine or book.

Faculty Signature

Mrs. Inderpreet Kaur

Sen. Lecturer

GNIMT

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CONTENTS

I ADVERTISEMENT EFFECT ON FMCG : AN INTRODUCTION

II. FMCG INDUSTRYIII. STRUCTURE OF INDIAN MARKET

IV. BUDGET PROPOSAL AND ITS IMPACT ON FMCG

V. CURRENT INDUSTRY POSITION

VI. MAJOR PLAYERS IN FMCG INDUSTRY

a. Hindustan lever ltd.

b. Dabur India ltd.

VII. RESEARCH METHODOLOGY

VIII. NEED AND IMPORTANCE OF THE RESEARCH

IX. TOOTHPASTE MARKET

a. analysis of data

b. finding of study

X. SHAMPOO MARKET

a. analysis of data

b. finding of study

XI. LIMITATIONS OF THE STUDY

XII. CONCLUSION

XIII. QUESTIONNAIRES

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Penetration test

Error-in-recognition measurement

Triple association test etc.

Other way to judge ad effectiveness is through questionnaire survey.

Ad stimuli come in consumer mind and how consumer react to it depends

upon consumer black box. consumer decision to purchase is shaped by culture,

sub culture , social group , reference group , family , age , life cycle stage ,

occupation , learning , life style , economic condition etc . These effects are

studied concentrating on:

Toothpaste

Shampoo

The study gives the knowledge about the fast moving consumer good industry,

major player in Indian market and budget effect on FMCGs.

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FAST MOVING CONSUMER GOODS INDUSTRY

The FMCG (Fast Moving Consumer Goods) Industry comprises of goods,

which are mass use goods directly consumable, packaged and branded

having significant demand in low to middle income strata and above all

highly price sensitive.

Fast-Moving-Consumer-Goods, commonly referred to as FMCG's, are all

those products that are on the shelf one minute and gone the next. They are the

types of products which the regular consumer, like you or I, encounter on a

daily basis. In the morning you clean your teeth with toothpaste, you wash

down you breakfast with orange juice, and you race out the door grabbing

your copy of the daily newspaper. . . . You get the idea? There really are an

infinite number of FMCG's in today's market place, and if you blink for too

long you will miss the launch of another one (or a whole new range).

Essentially, they are the types of products found in retail outlets such as New

World Supermarkets, the rapidly sprouting Star-Mart convenience stores, and

the corner dairy. The FMCG (Fast Moving Consumer Goods) industry

comprises of goods, which are mass use goods directly consumable, packaged

and branded having significant demand in low to middle income strata and

above all highly price sensitive.

The FMCG Industry in India is the third largest Industry after Textiles and

Petroleum with a turnover of over Rs. 86,000 cores. Its participant profile is

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extensive and includes food and related products such as tea, salt, tobacco,

oils, fats and processed foods, personal care products such as soaps,

detergents, hair oils, and toiletries and dental products. Other goods include

batteries, sanitary napkins, shoe polish, insecticides and liquor. The Industry

contributes to the exchequer by way of Income Tax and Central Excise to the

extent of 9% and 16% respectively of the total collection. It provides large

employment both, direct and indirect and in terms of the 1994 data, it provided

6% of the total 9.1 million. It directly provides employment with a multiplier

of 5.5. Each manufacturing employee supports 7 people downstream. The

Industry has a significant rural bias and accounts for 56% of the total rural

demand.

Expenditure on consumer durables like washing machines, refrigerators, and

color televisions has shown an impressive growth during the 1990's. In 1993-

94 households owned 586 million durable goods, which increased to 705

million by the year 1995-96, Le. a rise of about 20.3 percent in two years.

Even allowing for increase in population, the average ownership per

household went up from 3.72 percent in 199394 to 4.27 percent in 1995-96.

The rural share of the market for durable goods has been growing steadily

over the last few years, from 54.24% in 1989-90 to 56.6% in 199293 and to

57.9% in 1995-96. This share went up to 59.3% in 1997-98. For some

products, like bicycles, mechanical wristwatches and radios, the rural share

was in excess of 75%. In 1989-90 only 6 products had a share of over 50%, in

1995-96, this jumped to 10 products.

During 1997-98, there were 11 products having more than 50% of its market

in rural areas.

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STRUCTURE OF THE INDIAN MARKET

Consumer group Household income Number (million)

The very rich Above rs 215000 1.2The consuming class Rs 45,001-215,000 32.5

The climbers Rs 22,001-45,000 54.1

The aspirants Rs 16,001-22,000 44

The destitute Below rs 16,000 33

RURAL MARKET

Rural areas where nearly 70 percent of Indians live , have witnessed rapid

market growth in recent times , driven largely by agricultural growth , income

distribution , and inroads made by audio-visual media. The rural share of the

market for durables goods has grown steadily over the last few years , from

54.2 percent in 1980-90 to 57.9 percent in 1995-1996 , while for a large

variety of items such as bicycles , mechanical wrist watches , radio/transistors

etc., the share of the rural market was in excess of 75 per.

products Sales in rural markets(in percent )

Radio/transistor 75.2

Bicycle 78.08

Mechanical watches 76.59Sewing machine 64.34

Table fans 61.89

Quartz watches 54.00

Black & white TVs 62.65

Cassette recorder 55.03

Motorcycles 47.87

Pressure cookers 51.51

Ceiling fans 50.36

Electric iron 43.85

Tooth paste 39.98Talcum powder 45.25

The economic liberalization has given enormous opportunities it the fast

moving consumer goods than any other segment. the increased penetration of

several brands to the rural India has given a greater scope to the fast moving

consumer good companies.

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THE CURRENT INDUSTRY POSITION OF FMCG

INDUSTRY

The fast moving consumer goods (FMCG) industry is poised to achieve an

overall growth between 8%-8.5% in 2005-06, up 2-2.5% over the growth rate

clocked in the previous year. This optimistic prognosis is revealed by the

Survey on the FMCG sector carried out by Focis research division.

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The survey released by FICCI president Onkar S Kanwar reveals that personal

care products continue to ride high with excellent (20% plus) to high

growth (10%-20%) rates in 12 products.

The FICCI survey based on feedback from large FMCG companies and

associations, shows that the sectors which are projected to achieve excellent

growth of 20% and above in 2005-06 are deodorants (40%), hair dyes (30%),

shaving cream, cleaners/repellents (22%) and anti-dandruff shampoos (20%).

The excellent-growth achievers are thus set to improve their growth rates

this year compared to their performance in 2004-05. In that year the growth

rates were deodorant (40%), hair dyes (26%), shaving cream (21%),cleaners/repellents (22%), anti-dandruff shampoos (20%).

The survey shows that in 2005-06, the sectors that are projected to achieve

high growth between 10%-20% are: soap & toiletries (14 %), toilet soap

(14%), tooth paste (10 %), personal health care (12%), oral care (12%), skin

care & cosmetics (11%), skin/ fairness cream (12%), branded coconut oil (18

%), feminine hygiene (12%), and dish wash (10 %).

In comparative terms, in the previous year, the sectors that have recorded high

growth between 10%-20% are: personal health care (10%), oral care (10%),

skin care & cosmetics (10%), branded coconut oil (15 %), shampoos (16 %),

feminine hygiene (10%).

The 2005-06 projections of some sectors that are set to record moderate and

single digit growth are: washing powder (8.5 %), detergent cakes (7 %), liquid

detergent (8.5%), laundry soaps/ bars (3 %), personal wash (7 %), tooth

powder (5 %), tooth brush (5 %), coconut oil (6.5 %). In 2004-05, the

comparable growth rates were: soap & toiletries (6.5 %), washing powder (8

%), detergent cakes (7 %), liquid detergent (8 %), laundry soaps/ bars (2 %),

dish wash (8.5 %) personal wash (6 %), toilet soap (6 %), tooth paste (4.5 %),

tooth powder (2 %), tooth brush (5 %), skin/ fairness cream (7.5%), coconut

oil (5.5 %), feminine hygiene (10 %).

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The survey notes that growth in urban markets has been much faster at about

7% and there has been revival in rural markets, though at a relatively slower

rate of about 4 %.

Higher growth rates in the companies like Dabur, Marico, Parle, Johnson &

Johnson, Godrej Consumer, Procter & Gamble, Gillette and others have been

achieved by innovationand well-planneddistribution strategies adopted by the

companies.Innovation and launching of new brands are being adopted by the

companies to grab the market. For example, Godrej Consumer Products is

focusing on product innovations and extensive advertising campaigns to

popularize its soap brands.

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MAJOR PLAYERS

IN

FAST MOVING CONSUMER GOOD MARKET

HINDUSTAN LIVER LTD.

EXECUTIVE SUMMARY

Hindustan Lever Limited, 51.6% subsidiary of Unilever Plc, is the largest

FMCG Company in the country, with a turnover of Rs. 114bn. The company's

business sprawls from personal and household care products to foods,

beverages, specialty chemicals and animal feeds. The company has a

dominating market share in most categories that it operates in such at toilet

soaps, detergent, skincare, hair care, color cosmetics, etc. It is also the leading

player in food products such as branded packaged tea, coffee, ice cream and

other culinary products.

HLL grew at a fast pace in the mid 90's driven by its aggressive acquisition

spree. From a Rs. 38bn turnover (contributed 70% by soaps, detergents and

personal products), HLL's turnover has now grown to Rs. 114bn, with

personal products contributing to 56% to turnover and beverages and food

products contributing to 36% to turnover. While growth during the last five

years was being driven by fast growing personal products business, the pace

has slackened significantly since 2005.

In F12/00, soaps business de-grew by 3%, detergents grew by 8%, while

other personal products (household care, oral acre, skin care, hair care, color

cosmetics0 grew by only 4%. Expansion of the foods business, which has been

identified as a major growth area, has not been as fast as anticipated. beverage

sales move largely with commodity price trends, which have not been too

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encouraging. Branded tea business grew by 5% in F12/00 while the ice-cream

business has failed to takeoff registering a 4.3% degrwoth. The Rs. 2.7bn

staple food business grew by 23.6% on the small base.

The fast moving consumer goods business is characterized by two pillars -

strong brand equity and a wide distribution network. Brand equities are built

over a period of time by technological innovations, consistent high quality,

aggressive advertisement and marketing. Availability near the consumer

through a wide distribution network is another crucial success factor, as

products are of small value, frequently purchased, daily use items. HLL is

strong on both these fronts with 110 brands and a 1mn strong direct retail

reach. A slowdown in industrial growth and erratic monsoon in several parts

of the country has led to a slowdown in consumer demand during the last.

COMPETITIVE POSITION

HLL is the market leader in the detergent and soap industry. Nirma is a close

competitor in detergents and has been slowly gaining ground in toilet soaps

too. The other significant competitor in detergents is P&G. Despite being the

global leader in this segment, has been unable to achieve a critical mass in

India due to premium pricing strategy. In oral care segment, HLL has emerged

as a strong No. 2 player, giving stiff competition to the market leader Colgate.

In the hair care segment, HLL dominates the shampoo market and is the No. 2

player in hair oils. In the skin care market, besides competition from leading

global players, HLL has also been losing share to south based player

Cavincare Ltd. In the foods business, Tata Tea in packet tea, Nestle in Coffee

and culinary products, GCMMF (Amul) in ice creams, and Godrej Pillsbury in

staple food are the main competitors.

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HLL MARKET SHARE IN VARIOUS PRODUCT

SEGMENTS

Personal Products Foods & BeveragesToilet Soaps 59% Tea 36%

Detergents 39% Instant Coffee 32%

Detergent cakes/Bars 47% Roast & Ground coffee 54%

Scourers 59% Ice cream 25%

Oral care 36% Ketchup 41%

Shampoo 64% Jams & Squashes 74%

Hair oil 15% Atta 18%

Skin care 55% Salt 17%

Talcum Powder 62% Edible oil & fats 27%

Profitable growth is the new mantra of the FMCG major's new Chairman

Vindi Banga, who took over the reins from Keki Dadiseth last year. In contrast

to Dadiseth's strategy of expansion through acquisition, Mr. Banga's strategy

revolves around rationalization. A focus on 30 power brands, which are major

contributors to profitability, seeking new avenues of expanding distribution

reach, improving profitability of Foods businesses, which is in the investment

phase are the thrust areas outlined by him. The non-FMCG businesses are

either being are hived off or are being strengthened by

Partnerships with players who have the technological expertise in tose

bossiness.

BUSINESS

HLL's core business comprises of soaps (18%), detergents (16%), personal

products (19%), Tea (16%), coffee (2%), Ice-cream (1%), culinary products

(1%). Animal Feed, specialty chemicals and other small business contribute to

the balance 18% of HLL's turnover.

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DABUR INDIA LTD.

EXECUTIVE SUMMARY

Dabur India is into business of manufacturing and selling of ayurvedic

medicines, ayurvedic, natural and herbal personal & health products and

processes foods either directly or indirectly through its subsidiaries. The

company is among top FMCG companies in the country. It its presence in

Indian market for past 115 years. Most of its ayurvedic/OTC brands are the

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market leaders in their respective segments. Dabur has developed considerable

expertise in these

Traditional areas and has well developed considerable expertise in these

traditional areas and has well understood the consumer preferences for the

traditional ayurvedic remedial measures. The company hitherto had been a

family run business but with increasing competition the company has

undertaken massive restructuring over past 2 years and has exited form a

number of low margin businesses. The company has hived off its foods

business into a 100% subsidiary. In FY00 the company sold off its entire stake

in Excelsia JV with Nestle for manufacturing biscuits for a nominal value of

Rs. 10. The company has also decided to wind up its finance businesses.

Though the company exited form beauty products business but with increasing

market size and higher margins the company has revived its interests in

reentering the business. The company recently decided to venture into

Insurance sector in a tie up with Allstate.

In Q1 FY01 the company's sales grew 6.1% yoy growth to Rs. 2.5bn. On a

comparable basis (i.e. excluding sales from foods business) yoy growth in

sales would have been higher at 10%. Operating profit margin excluding other

income has recorded a 0.7% point gain from 6.5% to 7.2% mainly aided by

lower raw material cost. Net profit in the previous corresponding quarter was

inflated due to a non-recuring income of Rs. 211mn from sale of stake in

confectionery joint venture General de Confeteria (now Joyco India). Adjusted

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testing its validity). It proved beneficial even for finalizing the research

objectives, hypothesis and questionnaire. For the pilot study a sample

size of 100 was randomly select from college and near by places.

3. Questionnaire: Care was taken to see that the question asked were

neither in excess of nor short of what was required by the research

objectives and hypothesis. The coding plan for data entry was

incorporated into the design of the questionnaire thus making the

subsequent task of data entry. Numbers of questionnaire used are two

one for survey on shampoo or other for survey made on toothpaste.

4. Sampling: data was collected from college campus. It was selected

because of the different profile of house hold offered by them. Some

care to include to the people of different age group, income group, and

occupation. Within the town the localities and household were selected

randomly. The total sample size was 100 respondents 50 for survey

made on shampoo and other for survey made on toothpaste.

Respondents include both male and female.

5. sources of data : data is collected both through

Secondary sources - Media- from where the knowledge about different brands

and their ads, Journals etc.

Primary sources - Field survey through filling of questionnaire.

6. Data checking validation and analysis: was done with the help of a

computer . given the nature of hypothesis and data, some assumption

are used.

7. some assumption in the questionnaire :

Monthly income of the students was the money taken from their parents

OBJECTIVE OF THE STUDY

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What are the target groups of various product ads?

How the target groups of various products are reached through ad?

How much and how the consumer decision are effected by the ads?

Where the ads are lacking the target?

What the consumer view about ads, are they think that ad deceives them or

wastage of money?

NEED / IMPORTANCE OF THIS RESEARCH

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Every day each of us makes numerous decisions concerning every aspect of

our daily lives. This decision includes big decision and small decision about

purchase of daily consumable goods and our decision on these daily

consumable goods are effected by our level of knowledge because we

generally not make a search for data to make such decision. So we are more

dependent on the knowledge we get easily from external environment.

Advertisement is the best source to get that knowledge

So advertisement has effect on our purchasing decision. Study is important to

know how the advertisement effects the decision while making the purchase.

From the company point of view, brands are expensive to create and have a

high mortality rate. It is in the interest of business to ensure that they stay

strong and healthy. Only advertisement can do this task more efficiently.

Given the importance of advertisement, marketing managers must know which

element of marketing strategy can be used to increase brand name through

advertisement.

Study is important to know how the target groups are given the advertisement

and how the companies give the advertisement in that competitive

environment.

TOOTHPASTE MARKET

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Many people in India still clean their teeth with traditional products

like neem twings, salt, ash, tobacco or other herbal ingredients.

Average all India per capita consumption of toothpaste is a DISMAL82 GMS

The dentist to population ratio is a critically low 1:35000 in the

country. This result in low oral hygiene consciousness and widespread

dental disease.

Less than 15% of the Indian toothpaste users brush twice a day.

The toothpaste market grew at a CAGR of 7-8% between 1995-2000

but in 2005 the market grew by only 6%

Colgate and Hindustan lever together account for over 85% of the

organized toothpaste market.

Red and black toothpowder still accounts for 35% of the toothpowder

market.

In toothpowders , Colgate and dabur are the leading players sharing

between them 75% of the market

Penetration of toothpaste in the urban areas has been declining, as

more and more consumes switch from powder to paste.

Brand loyalty is quite high for toothpaste, but is extremely low for

Toothbrushes.

10 years ago the most expensive toothbrush was priced at Rs 4. today

one can also buy a toothbrush priced at Rs.999

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ANALYSIS OF DATA

Age Group No. of People %age

15-20 5 10

20-25 20 40

25-35 15 30

Above 35 10 20

0

5

10

15

20

25

30

35

40

%age

15-20

20-25

25-35

Above 35

Survey was made on the people who use toothpaste. Survey includes the

people of different groups such as 13-20, 20-25, 25-35 and above 35. Mostly

are the young mature people, as 20 are in age group of 20-25 and 15 in age

group of 25-25. Mostly are the married people and single earner in their

family. Students are more in the age group of 20-25 and 13-20 all are students.

Old age people are less included in the survey. People between the age group

old 25-35 are mostly the serviceman and having both the couple working.

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Monthly Income No. of People %age

5000-10000 12 24

10000-15000 18 36

15000-20000 12 24

Above 20000 8 16

0

5

10

15

20

25

30

35

40

%age

5000-10000

10000-15000

15000-20000

Above 20000

Mostly incomes of the most of the people are between 10000-15000, as out of

50, 18 have the income in this group and 12 each come under 5000-10000 and

15000-20000 income groups. A person belongs to lower middle class; milled

class and upper middle class are included in the survey. Only 1 has the income

more than 20000. Some family have the combine income of both the husband

and wife but the income is taken of one who included in the survey. If their

Occupation No. of People %age

Serviceman 18 36

Farmer 4 8

Self employed 6 12

Businessman 12 24

Student 10 20

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0

5

10

15

20

25

30

35

40

Serviceman

Farmer

Self employed

Businessman

Student

Respondents are tried to include of different occupation such as Serviceman,

Farmer, Self-employed, Businessman and Students. Numbers of serviceman

are more as survey includes 18 out of 50. Servicemen mostly have two earners

in their family as both the husband and wife are working. Students are also

part of the survey mostly the university student who doesn't earn him or her;

they get the money from their parents. But student are the most important

segment as they are more targeted by most of the advertisement.

Sex No. of People %age

Male 28 56Female 22 44

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0

10

20

30

40

50

60

Male

Female

Survey is not restricted to either the male or female respondent only. Both the

sexes are included in the survey. Numbers of males are more as 28 out of 50

or 56%, is not makes a big difference. No female farmer of businessman found

in the survey. I do the survey in district court here I found some professional

ladies. Some girls of university are also in the survey and the service staff in

government offices. Male respondents are almost equal from all occupation.

Use Toothpaste No. of People %age

Yes 48 96

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No 2 4

0

20

40

60

80

100

Yes

No

A survey try to include those people only, who are using toothpaste as 48 out

of 50 use toothpaste and only 2 who are (Datoon) only. Some other also use

(Datoon) sometime but mostly uses toothpaste. One person who use D Student

Datton only are the age of 62 years and a retired retirement and the other a

student how believe in using natural things provided by nature. These two

never use brush and toothpaste and he believes that his teeth are stronger than

other. But normally people use toothpaste only.

Brand Preference No. of People %age

Close up 14 29

Colgate 10 21

Pepsodent 14 29

Babool 4 8

Others 6 13

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0

5

10

15

20

25

30

Close up

Colgate

Pepsodent

Babool

Others

For the question of brand preference, some selected brands are chosen only.

These are Closeup, Colgate, the Pepsodent, Babool and other if any. Out of all

there brand Closeup and Papsodent are of Hindustan Lever Limited and have

limited and have more sale than other. Both combine have 28 respondents out

of 48 whom use Closeup and Pepsodent 14 each and 10 who use Colgate and

4 who use Babool, 6 are those who use other brands. There day HLL doing the

more aggrieve marketing and give more advertisement on T.V. so they

Seen Product AD No. of People %age

Yes 48 100

No 0 0

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0

20

40

60

80

100

Yes

No

When the people are asked that have they been seen the advertisement

of the product they are using> the results were 100% all the 48 responded in

yes. At because of fast growing use of television and more number of

channels, people are more aware of the product through its advertisement.

People now have more information about the new brands come in the market

and which brand is giving more advertisement.

Where seen the AD No. of People %age

T.V. 48 70

Magazines 4 6

Newspapers 6 9

Others 10 15

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0

10

20

30

40

50

60

70

T.V.

MagzineNewspapers

Others

Where the people seen the advertisement of the product they are using? One

more result, which comes in 100% that all the people seen the advertisement

on T.V. They have seen the advertisement on some other places also such as

retailer shop, magazines and newspaper. Much of the information about the

product in taken by the people from advertisement on T.V. There day people

are more rational in their decision or they know every thing about the product

and its attributes. They need not to make much reach of additional data for

taking their decision because advertisement already increase their knowledge.

When seen the AD No. of People %age7.00A.M. to 10.00A.M. 4 8

12.00P.M. to 4.00 P.M. 16 33

7.00 P.M. to 10.00 P.M. 24 51

After 10.00 P.M. 4 8

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0

10

20

30

40

50

60

7.00A.M. to

10.00A.M.

12.00P.M. to4.00 P.M.

7.00 P.M. to

10.00 P.M.

After 10.00 P.M.

As the people usually watch T.V. but that time it is also more important the

time when they see the toothpaste advertisement more and when their decision

is more effected. Mostly people watch the product advertisement at prime time

of T.V. between 7.00 P.M. to 10.00P.M. as 24 out of 48 mean 50% and other

higher number in 18 out of 48 means 33% seen the advertisement between

12.00 P.M. to 4.00 P.M. when the house ladies are at their home and watch the

family dramas of serials. Only 4 were seen the product advertisement.

Morning time between 7.00A.M. to 10.00 A.M. and 4 who seen the

advertisement after 10.00 P.M. at night.

Channel No. of People %age

Zee T.V. 22 24

Star Plus 30 32

Movies 14 15

Sports 10 11

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0

5

10

15

20

25

30

35

Zee T.V.

Star Plus

Movies

Sports

Channel where the advertisement is shown is very important. Marketer tires to

give the advertisement on those channels, which is watched by the majority of

the people. Respondent are given four options only. The results are more in

favour of Star PLUS as 30 respondent watches the advertisement on the

channel. Another important channel is ZEE TV. Less of the respondents see

toothpastes advertisement on movies or sports channels. But big problem faces

by the advertiser is that the people shift to the other channel when the

advertisement come on one channel.

Who influence

Purchase

No. of People %age

Husband/Alone 18 38

Wife/Alone 24 49

Children 6 13

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0

10

20

30

40

50

Husband/AloneWife/Alone

Children

Purchase decision about the product or brand to be purchased is most

important. In most of the families the housewives and ladies take the decision

about daily usage small goods. Some in the case of toothpaste, wife's generally

tell their husband about brand to be purchased or sometime they herself

purchased the product from the market as 24 out of 48 are wife/alone.

Husband/alone are 18 including hostlers those who take the money from his

father, but the decisions about the purchase of brand is their own. Children

who came between the ages of 13.20 are purchase the toothpaste mostly after

seeing the advertisement on T.V.

How long have you

been using

No. of People %age

3 Months 8 17

6 Months 10 21

1 Year 20 41

More than 1 Year 10 21

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0

10

20

30

40

50

3 Months

6 Months

1 Year

More than 1 Year

The use of toothpaste is more sable than in case of shampoo as the toothpaste

once purchase used for one month and next month usually person purchase the

same brand. Trail ability is more in case of toothpaste also, as 50 gm. tube is

also available. How long the respondent are using the product, is 1 year or

more than 1 year as 30 out of 48 use it 1 year or more than 1 year. But still

some shift in also there as some use it from 3 months and 6 months only mean

there is shift to the other brand. After some time companies come with new

and better in the product and knowledge about that they come to know through

T.V. advertisement.

Influences Purchase

Decision

No. of People %age

Cost 16 22

Loyal Customer 12 17

Availability 14 19

Product Characteristics 22 31

Other 8 11

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0

5

10

15

20

25

30

35Cost

Loyal Customer

Availability

Product

Characteristics

Other

Now comes the influences on purchase decision, which factor out of cost,

loyalty, availability, product characteristics influence the purchase decision.

Respondents are asked to tick one or more. So the maximum people purchase

toothpaste because of product characteristics or its attributes. Then the second

more importance is given to the cost. Here one surprising fact is that people

give the importance to price but the percentage of people who use Babool

toothpaste are less instead of heaving less price. Then comes the availability of

products in the particular market. Some time we decide to purchase a

particular brand but purchase some other because that brand was not available

in the market at the time. This is also one of the strong point which influence

the purchase decision.

Why this brand only No. of People %ageWhitening teeth 26 33

Gum care 24 32

Breath freshness 18 24

Herbal Contents 8 11

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0

5

10

15

20

25

30

35

Whitening

teeth

Gum care

Breath

freshness

Herbal

Contents

Question arises here is that, if the entire brands are usually having the equal

price, why the people purchase a particular brand? As I find out earlier that

people purchase particular brand because of product characteristics so their

decision is more influence by the problem which they face, and the product,

which satisfied their need in the better way. Mostly people purchase the

product for whitening their teeth, as 26 out of 48 given this reason. 12

purchase from gum Care, 18 for breath freshness and some because of herbal

contents. So the toothpaste market is more targeted to a particular segment.

What appeal in AD No. of People %age

AD Script 16 28

Projected Celebrities 12 21

Voice 12 21

Spotting Action 18 30

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0

5

10

15

20

25

30

AD Script

Projected

CelebritiesVoice

Spotting Action

So, what appeal more in the advertisement? Ad script, projected celebrities,

voice of music, spotting action. The respondents are asked to tick one or more

than one answer. The maximum are agree with the spotting action such as

comedy, romance etc. Other more number are in favour of Ad script. 18 says

about spotting action and 16 says about Ad script, 12 each are in favour of

projected celebrities such as famous models, kids etc. or voice and background

music. If the advertisement appeals more to the customer then he/she will

definitely go for the purchase of that brand.

One more statement with likert scale given the questionnaire so that,

how much the people are agreed with the statement that advertisement

deceives of cheats customers. People have equal thinking about both the views

or mostly never think about it. Some respondents first disagree with the

statement but after some time they shift to the neutral or disagreement side.

Maximum 14 are neither agreed nor disagree with the statement, 18 was agree

or strongly agree, 16 was disagree or strongly disagree with the statement.

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People normally don't think about that they are not aware about the think is

that their decision change because of advertisement effect.

What the people think about money spend by companies on

advertisement? As we know that expenditure on advertisement add to the

product cost, what the people think about? Do they agree with the statement

that advertisements are the wastage of money? People are disagreeing with the

statement. Some who responses that advertisements deceive or cheat customer

are also disagree with the statement because they believe that advertisement

give the knowledge of products or brand which satisfied their need or desire in

the better way. 20 out of 48 was disagree with the statement, 8 neither agree

nor disagree, 10 was agree and 2 was strongly agree with the statement. He

told that more than 50% of cost of the product increases due to the expenditure

on advertisement.

Reaction to the AD No. of People %age

Immediate Purchase 8 17

Purchase After Sometime 36 75

No Reaction at all 4 8

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0

10

20

30

40

50

60

70

80

Immediate

Purchase

Purchase AfterSometime

No Reaction at

all

Now the last question in the toothpaste survey is the reaction of people to the

particular advertisement, means after how much time they take to go for the

purchase of product. Either they do immediate purchase or purchase after the

products get some market share or not react at all. 36 out of 48 say that they

purchase the product only after the product gets some good reputation in the

market. Some purchase product satisfied their need or desire in the better way

as compared to the previous product; they shift to that brand otherwise go

back to their old product. Trail ability make the shampoo market more

fluctuating, so the common point of view is that the decisions are taken on

advertisement basis but only after the product gets some reputation in the

market.

FINDINGS IN TOOTHPASTE SURVEY

Target Group

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Toothpaste industry is now more targeted to the particulars segment

with their targeted consumer. Market for toothpaste is mainly divided in four

groups.

People who prefer for Whitening teeth

People who prefer for Gum Care

People who prefer for Breath Freshness

People who prefer Herbal Content

There is separate target group of customers but some advertisement as brand

try to target two or more groups also. The first three groups have all most

equal share and Herbal toothpaste have fewer roles because of less

advertisement.

HOW TARGET GROUPS GIVEN AD

Targeted segment are given the advertisement as the product can solve their

problem in the better way than by only other brand.

Projected celebrations are use, as models or young age college-going students

are shown. As the Close-up advertisement show the young boy and girl come

close because of breath freshness.

Time is most important as the advertisement is given mostly on prime time

between 7.00 p.m. to 10.00 p.m. to target the most extent customers as

possible.

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Advertisements are given on famous channels such Start Plus, Zee T.V.,

Sports & Music Channel.

HOW THE DECISION EFFECTED BY ADS

As the toothpaste don't have as much trainability as the shampoo have but

have some trainability with small size of tubes which effect the purchase

decision as the people can try new product as product with new characteristics

with small size of tubes.

Decision of the purchase in more effected by advertisement if the customer

face only problem and advertisement give the solution to that problem.

Price is not given much consideration as the Babul have fewer sales instead of

having less price.

Decision in effected by advertisement and also by availability of product in the

market sometime you select the brand but don't find with the retail and

purchase some other.

Some people are of the view that we should change the brand after some time,

as it is being prescribed by doctors.

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More regular advertisement built more positive attitude of the people towards

a particular brand as these day.

Close-up come with new slogan Talk to me which help them to increase

their role in market.

WHAT IS LACKING THROUGH ADS

Survey shows that mostly house ladies are purchase or decide about which

brand to be purchased by advertisement of toothpastes target them less. As

mostly youngster are targeted with advertisement.

Herbal contents shown by many product advertisements, which can in the

effect of the purchase decision more. But still not shown to the much extent,

which can be a good market.

Old age people never targeted by advertisement, which can be a good segment

for toothpaste market.

Sometime advertisement tries to show something more than the actual

product, which increase the people's expectation, and later on cause the bad

reputation of product.

Advertisement should not show obscene or vulgar scene, which are not come

under ethical code of conduct.

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CONSUMERS VIEW ABOUT ADS

People are agreeing with the statement that advertisements change their

decision sometime in wrong direction. It creates the feeling of sometime

missing which is very essential.

Advertisements are not taken as the wastage of expenditure as it increases the

knowledge more than its disadvantage. Only quality product service in the

market.

This advertisement leads to the monopoly in the market as HLL enjoy the

maximum share in daily consumable. So there are the chances or raising

prices.

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SHAMPOO MARKET

The frequency of shampoo usage is very low. Most consumers use shampoos

only once or twice a week. In many cases, these products are used on special

occasions such as weddings, parties etc. Some consumers use shampoo only to

address a specific problem such as dandruff or when they need to condition

their hair.

Use of conditioners is not common. It is restricted to the super premium

segment or those are very involved with their hair care About 50% of

consumers use ordinary toilet soaps to wash their hair. About 15% of

consumers use toilet soaps as well as shampoo for cleaning their hair. Brand

loyalties in shampoos are not very strong. Consumers frequently look for a

change, particularly in fragrances. Consumers attribute lathering to the act of

cleaning. Major expectations from the product are improvement in texture and

manageability, giving softness and bounce to hair, curing and avoiding

damage to the hair. An Indian needs more shampoo for a proper wash (average

6 ml) compared to 4 ml needed in Western countries as most Indian women

have long hair. Most consumers do not use shampoo daily. Regular users

would need smaller quantity of shampoo per bath. Southern market is

predominately a sachet market, accounting for 70% of sachet, volumes. In

sharp contrast, shampoo bottles are sold in the Northern region alone. In the

North, local brands such as Ayur have strong equities and these products being

low priced dilute sachet's USP of low price.

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ANALYSIS OF DATA

Age Group No. of People %age13-20 6 12

20-25 14 28

25-35 18 36

Above 35 12 24

0

5

10

15

20

25

30

35

40

13-20

20-25

25-35

Above 35

Survey includes the people between the age of 15-20, 20-25,k 25-30,

above 35. More people were in age group of 25-35 as 18 or 36%, followed by

20-25 as 14 and above 35 as 12. Survey tries to include those people who

usually purchase the shampoo in their family. Survey includes mostly the

young age respondent with the income group of 10000-15000. They are

mostly the servicemen and some have two earners in their family. Students are

more in age group of 13-20 and 20-25. Ladies are almost equally included in

al age group.

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Monthly income No. of People %age

5000-10000 14 28

10000-15000 20 40

15000-20000 14 28

Above 2000 2 4

0

5

10

15

20

25

30

35

40

5000-10000

10000-15000

15000-20000

Above 2000

Monthly incomes of people who are included in the survey have

monthly income between 5000-20000. Only two respondents have ranging

above 20000. 20 out of 50 had the monthly income 10000-15000 followed by

14 people each in the group of 5000-10000 and 15000-20000. Middle class

families are included as they are more aware of brands and prices. Income of

those who don't have fixed monthly income like farmers, businessmen are

taken annual income divide by 12.

Sex No. of People %age

Male 30 60

Female 20 40

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0

10

20

30

40

50

60

MaleFemale

Survey includes both the genders. Out of 50, 30 were male and 20

were female, means almost an equal number. As the shampoo is consume by

both the male and female but the consumption by females is more and they

even purchase shampoo for her. Male consumption is also more in Punjab

because males here usually have long hair. Females are mostly the students

and servicemen/service women and males are mostly the farmers,

businessmen and self-employed. Both the sexes are almost in all age group

and income group.

48

Use Shampoo No. of People %age

Yes 45 90

No 5 10


49/71

0

10

20

30

40

50

60

70

80

90

Yes

No

Out of 50 people include in the survey only 2 are the non-user of

shampoo and person use Kashnikhar soap. Some other people also use soap

and other things but they use soap and other things but they use soap and other

things but they use shampoo also. As the people are more careful about their

hairs usage of shampoo is now increasing. Only few remain on the old ways or

using soap. The entire student, servicemen use shampoo only. Some other also

uses soap and other

Brand Preference No. of People %age

Clinic Plus 12 25

Head & Shoulders 18 38

Pantine 8 17

Vatika 4 8

Lux 4 8

Others 2 4

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0

5

10

15

20

25

30

35

40

Clinic Plus

Head & Shoulders

PantineVatika

Lux

Others

There are different brands available in the market. Survey includes

Clinic Plus, Heads and shoulders, Pentene, Lux and Vatika and other comes

under if any other. Most of the people use Head & Shoulders instead of having

higher price, as 18 out of 48 and 12 uses Clinic Plus. One thing must be noted

here is that, these days more advertisement of Head & Shoulder are coming on

the T.V. Lux which the company targeted to those who like glossy hairs have

only 4 user.

50

Packing Preference No. of People %age

Bottle 14 29

Pouch 34 71


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0

10

20

30

4050

60

70

80

Bottle

Pouch

People who are using the shampoo prefer to use it in small pouch

available just in Rs. 2 or more. The 14 use shampoo in bottle and 34 prefer in

Pouch. Pouch increases the trainability of Shampoo as person can try different

brands if they are not satisfied with one. One more important thing is that

people like to pay small amount. They are ready to purchase quality product at

higher price but the payment in installment. That is why Head & Shoulder is

sold maximum instead of having more price, as Rs. 4 per Pouch. These days

packaging is one of the very important tool in the market work as the 5th P of

marketing mix.

Seen Product AD No. of People %age

Yes 44 92

No 4 8

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0

20

40

60

80

100

Yes

No

While talking about the product advertisement of the brand, which they

are presently using, 44 out of 48 see the advertisement either on T.V. or some

other place. As they come to know about the new brand from advertisement

only. Those who not the advertisements of the product they are using are

either the hostlers or come know about the product from retailer shop only.

One interesting thing told by the respondent that some brands are suggested by

the retailer as it a part of strategy use by the companies to give more

commission to the retailer.

Where seen the AD No. of People %age

T.V. 38 70

Magazines 6 11

Newspapers 0 0

Others 10 19

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0

10

20

3040

50

60

70

T.V.

MagazinesNewspapers

Others

As because of increasing channels and more people are watching T.V.

Mostly people see the advertisement only on T.V. because they don't have a

habit of reading newspaper or magazines. Only 6 out of 44 who see the

advertisement on magazine and 10 see it at retailer shop only. T.V. is the most

preferable mean used by the companies to give advertisement. Some

advertisement of toothpaste is give no newspaper or magazine but very less on

some selected newspapers or magazines.

When seen the AD No. of People %age

7.00A.M. to 10.00A.M. 4 9

12.00P.M. to 4.00 P.M. 12 27

7.00 P.M. to 10.00 P.M. 24 55

After 10.00 P.M. 4 9

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0

10

20

30

40

50

60

7.00A.M. to

10.00A.M.

12.00P.M. to 4.00

P.M.7.00 P.M. to

10.00 P.M.

After 10.00 P.M.

When they see the advertisement, mean that time when the people

mostly watch T.V. and watch the advertisement at that time. Most of the

people watch T.V. from 7.00 P.M. to 10.00 P.M. so they seen the

advertisement at that time as 20 out of 44 and followed by 12 from 12.00 P.M.

to 4.00 P.M. when the housewives are mostly in home and they watch family

drama and serial. Housewives are mainly deciding about these daily wage

products as what brand and what quantity so advertisement at that time

targeted to them only.

54

Channel No. of People %age

Zee T.V. 20 23

Star Plus 24 27

Movies 24 18

Sports 12 14

Other 16 18


55/71

0

5

10

15

20

25

30

Zee T.V.

Star Plus

Movies

Sports

Other

Channel use by the companies or advertisement agencies is those with strong

viewers. These days Star PLUS, Zee TV, Sony are the most popular channels

in India so mostly the advertisement targeted to households are given on these

channels. 24 out of 38 who had seen the advertisement see it on Star Plus, 20

on Zee TV, 16 on various movie channels, 12 on sports channels and 16 on

some other channels. Some are seen the advertisement on more then one

channels. Respondents was ask to tick one or two if some other channel.

Who influence

Purchase

No. of People %age

Husband 16 33

Wife 24 50

Children 8 17

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0

10

20

30

40

50

Husband

Wife

Children

Purchase of shampoo is mostly making by ladies as 24 out of 48

responses on flavor of ladies. Some men also told that there wives tell them

the shampoo to be purchased. Men are 16 who himself purchase the shampoo

or tell their wives to purchase the particular brand for him. Children are 8 only

who below the age of 20. As I told earlier that housewives mostly purchase

daily wage products, so the ladies are the more targeted group for fast moving

consumer goods by the advertisement companies. Men also have influence on

purchase but they usually take those decision where the big monetary

transactions are involves.

56

How long have you

been using

No. of People %age

3 Months 18 29

6 Months 14 42

1 Year 10 21

More than 1 Year 6 8


57/71

0

5

10

15

20

25

30

35

40

45

3 Months

6 Months

1 Year

More than 1

Year

As the people prefer to use the shampoo in pouches. They shift two

other brands after some time. Respondents mostly use the product from 6

months and 3 months. Only 14 are those who are using the product from 1

year and 6 those who use it from more than one year. It means they are not

stitch to the one brand for a long time. These days new and new shampoos are

rounding with additional attributes force or influence the customer to shift to

that brand. Trail

57

Influences Purchase

Decision

No. of People %age

Cost 14 21

Loyal Customer 10 15

Availability 15 22

Product Characteristics 19 29

Other 9 13


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0

5

10

15

20

25

30Cost

Loyal Customer

Availability

Product

Characteristics

Other

Purchase decision made by family on these types of daily usage

products is mainly effected by the price of the product, but this was not so true

in case of shampoo. 19 people out of 48 have the influence of product

characteristics on their decision. People purchase the shampoo because of

product characters and its availability in the particular market as some people

don't have fix brands they use any brand available in the market with the

product characteristics that satisfied their need.

Why this brand only No. of People %age

Dandruff 24 34

Glossy Hair 16 22

Preventing Hair Loss 18 25

Herbal Contents 14 19

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0

5

10

15

20

25

30

35

Dandruff

Glosy Hair

Preventing

Hair Loss

Herbal

Contents

Shampoo industries are growing very fast from part four to five years.

Products are coming targeted to particular segment. As the popular segments

are dandruff shampoo, for glossy hairs, for preventing hair lose and shampoo

with herbal content. Each enjoy good market share. More people prefer

dandruff shampoo as 24 out of 48, followed by 18 who purchase for

preventing hair. Dandruff problem is one of main reason the Head & Shoulder

are sold maximum Ludhiana because shampoo provide the better dandruff

solution.

What appeal in AD No. of People %age

AD Script 16 25

Projected Celebrities 18 30

Voice 10 20Spotting Action 16 25

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0

5

10

15

20

25

30

AD Script

ProjectedCelebrities

Voice

Spotting Action

At the time of purchase decision the influence of advertisement is

there. What the people like most in the particular advertisement, which affect

most their decision. As maximum 18 out of 44 are influenced by projected

celebrities like any film star or sports star etc. Other thing appeal more in the

advertisement is advertisement script or sporting action like comedy, romance

etc. the success of the advertisement decide the volume of sales and more

liked advertisement have more influence on purchase decision of the

consumer.

What the people think about the advertisement either advertisement

deceives customers or not. Respondent have equal number of agreement or

disagreement as 12 were agree with the statement and 8 were strongly agree,

14 were disagree or 4 were strongly disagree, 19 were those were neither agree

nor disagree with the statement. As some think that advertisement force them

to purchase the product as advertisement create a feeling of something missing

in the life but other think that advertisement give the knowledge and helps as

in taking more rational decision, which otherwise could be

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wrong.Advertisement is not the wastage of expenditure as most of the people

are disagree or strongly disagree with the statement. 18 out of 48 disagree with

the statement and only 12 are agreed or strongly agreed. Some of those who

think those advertisements deceive them also disagree with the statement

because the knowledge given by the advertisements are more useful. They

think that it advantages are more than its disadvantages.

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Reaction to the AD No. of People %age

Immediate Purchase 4 8Purchase After Sometime 40 84

No Reaction at all 4 8

0

10

2030

40

50

60

70

80

90

Immediate

Purchase

Purchase

After

Sometime

No Reaction

at all

The last question in the survey was the reaction to the particular

advertisement. Mostly people don't go for the product immediately after the

advertisement comes on T.V. or at other place. People are mostly follow

people when product gains some share or reputation in the market. In case of

shampoo some people shift to the new products immediately after the new

product come with some new product because of pouch available which make

more trainability for the product.

FINDING OF SURVEY SHAMPOO MARKET

Target Group

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Shampoo industry in India is divided into four major segments and

each segment targeted to the fix consumers their segments are:-

Shampoo for Dandruff Solution

Shampoo for Glossy Hair

Shampoo for prevent hair loss

Shampoo with herbal content.

Survey finds that dandruff solution shampoos have more strong market. So

Head & Shoulder and Clinic Plus enjoy more market share.

HOW TARGET GROUPS GIVEN AD

Advertisement to the target market is given as the solution of the problem such

as dandruff solution, preventing hair lost etc. Advertisement are targeted

mostly to the middle class which have the effect of projected celebrates on

their purchase decision, so the famous film star, sports starts, model and

personality are show in the advertisement.

Time of the advertisement is one of the most important factors. Some

advertisements are mostly give between 12.00P.M. to 4.00P.M. targeted to

housewives, and at prime time between 7.00 P.M. to 10.00 P.M. to reach the

advertisement to the maximum extant it can reach and maximum effect it can

make on purchase decision.

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Advertisements are mostly given on the T.V. in famous serials and on famous

channels such as Zee T.V. Star Plus and on movies channel and one sports

channels.

Advertisements have the much effect on the purchase decision of people show

the maximum sale of heads and shoulders because these day decisions more

advertisement of Head & Shoulder come on T.V.

HOW THE DECISION EFFECTED BY ADS

Product is put in the market more through pouches this increases the

trailability, mean people shift to new brand on trail basis and stand their until

new brand satisfied them more better way.

Product characteristic, mean if the product give the solution to the problem

they are facing they go for that product.

People frequently shift to other brand after six months or 1 year with the

decreasing in advertisement on T.V. and other brand start showing much

advertisements.

Purchase decision are effected by advertisement if the product have some

reputation in the market new product with more advertisement is purchase

only when the people come to know about its demand in the market and after

trail by himself or herself.

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Cost of the product effect the purchase decision but product characteristic has

more influence.

WHAT IS LACKING THROUGH ADS

Survey shows that mostly house ladies are purchase or decide to which brand

to be purchased but advertisement of shampoo never targeted to the segment.

Herbal contents are not shown by much the product advertisement, which can

in the effect of the purchase decisions more. As people have the perception is

that the herbal mean more natural with no harmful effect.

Old age people never targeted by advertisement, which can be a good segment

for shampoo market.

Sometime advertisement tries to show something more than the actual

product, which increase the people's expectation, and later on cause the bad

reputation of product in the market.

Advertisement should not shown obscene or vulgar seen which are not come

under ethical code of conduct.

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CONSUMERS VIEW ABOUT ADS

People are agreeing with the statement that advertisements change their

decision sometime in wrong direction. It creates the feeling of sometime

missing which is very essential.

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CONCLUSION

The project was based on the study of consumer behavior. How the consumer

decision for the purchase of daily consumable or durable goods are affected

through advertisement . companies or advertisement agencies are tries to give

the advertisement more targeted to give the advertisement more targeted to the

customers need or desires .

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QUESTIONNAIRE

Name______________________

Age group:

13-20 20-25

25-35 above 35

Monthly income

5000-10000 10000-15000

15000-20000 above 20000

Occupation

Self employed serviceman

Farmer businessman

Student

Sex

Male female

1. Do you use shampoo?

Yes no

2. Which brand you are using or preferring

clinic plus herbs & shoulders

Pentine vatika

Any other lux

3. Have you seen that product ad? You are using?

yes no

4. Where did you see that ad?

TV. Newspaper

Magazine

5. If t.v. when did you mostly see that ad

7.00-10.00 a.m 12.00-4.00 p.m

7.00-10.00 p.m after 10.00 p.m

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6. who purchase this product in your family

Husband wife

Children

7. Which channel you usually watch ? (One or more)

Zee t.v star plus movies

sports others

8. How long have you been using this brand ?

3 months 6 months

1 year more than 1 year

9. Which factor influencing you to making a purchase?

Less cost loyalty

Easy availability product characteristics

Any other

10. why you are using that brand only?

for dandruff solution glossing hair

preventing hair loss herbal content

11 you are using that brand because of ad. Effect?

strongly agree agree

Neither agree nor disagree disagree

strongly disagree

12. Which factor appeal you most in the ad ?( one or more)

ad script projected celedrities

Voice sporting action

13. Ads deceive customer?

strongly agree agree

neither agree nor disagree disagree strongly disagree

70


71/71

14. ads are wastage of resources ?

strongly agree agree neither agree nor disagree

disagree strongly disagree

15. How you reacted to the particular ad?

immediately purchase the product

Purchase after its reputation builds up

not react at all

advertisement effect on fast moving consumer goods

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