brm project finalavik

8/6/2019 BRM Project Finalavik

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A STUDY ON IMPACT OF

ADVERTISEMENTS ONCONSUMERS

UNDER THE GUIDANCE OF PROFESSOR R.N. SUBUDHI

KIIT SCHOOL OF MANAGEMENT

SUBMITTED BY:

AVIK SARKAR; 10202134BIMLA ACHARYA; 10202165ABHIRUP CHAKRABORTY; 10202183


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Table of ContentsACKNOWLEDGEMENT............................................................................................4CERTIFICATE..........................................................................................................5

EXECUTIVE SUMMARY:..........................................................................................6

Chapter 2..............................................................................................................7

INTRODUCTION.....................................................................................................7

2.1 STATEMENT OF THE PROBLEM.....................................................................7

2.2 OBJECTIVES OF THE STUDY:.........................................................................7

2.3 SCOPE OF THE STUDY:.................................................................................7

Chapter 3..............................................................................................................8REVIEW OF THE LITERATURE.................................................................................8

3.1 LITERATURE SURVEY....................................................................................8

3.2 REVIEW OF LITERATURE...............................................................................8

ADVERTISING:.................................................................................................8

3.3 FIVE MS OF ADVERTISING...........................................................................9

3.4 STRENGTHS OF ADVERTISING AS A PROMOTIONAL TOOL............................9

3.5 WEAKNESS OF ADVERTISING AS A PROMOTIONAL TOOL.............................9

3.6 IMPORTANCE OF ADVERTISING..................................................................10

3.7 COMMUNICATION GOALS OF ADVERTISING...............................................10

3.8 CHOOSING AMONG MAJOR MEDIA TYPES:..................................................11

3.9 ADVERTISING IN INDIA...............................................................................11

18th Century : ................................................................................................11

3.10 ESSENTIALS OF GOOD ADVERTISEMENT..................................................12

ATTENTION...................................................................................................12

3.11 CREATING ADVERTIEMENTS THAT ATTRACTS ATTENTION.......................12

3.12 ADVERTISING EFFECTIVENESS:................................................................13

3.13 ADVERTISING STRATEGIES:......................................................................133.14 BRAND PATRONAGE:................................................................................13

Chapter 4............................................................................................................14

RESEARCH METHODOLOGY.................................................................................14

4.1 RESEARCH APPROACH...............................................................................14

1. Secondary Data:.......................................................................................14

2. Primary Data:............................................................................................14

4.2 TOOLS FOR DATA COLLECTION:.................................................................14

4.3 SAMPLING PLAN:........................................................................................14

4.4 CROSS SECTIONAL STUDY:........................................................................15


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SIMPLE RANDOM SAMPLING:.........................................................................15

STRATIFIED RANDOM SAMPLING:..................................................................15

ULTIMATE CONSUMER:..................................................................................15

DATA ANALYSIS:............................................................................................15

4.5 DURATION OF THE STUDY:.........................................................................154.6 LIMITATIONS OF THE STUDY:.....................................................................15

Chapter 5............................................................................................................16

DATA ANALYSIS AND INTERPRETATION...............................................................16

5.1 DATA ANALYSIS AND INTERPRETATION......................................................16

Chapter 6............................................................................................................36

CONCLUSION.......................................................................................................36

Chapter 7............................................................................................................37

ANNEXURE..........................................................................................................371.1 Questionnaire:........................................................................................37

7.2 BIBLIOGRAPHY..............................................................................................41

BOOKS:............................................................................................................41

ON THE WEB:...................................................................................................41

ON THE WEB:

ACKNOWLEDGEMENTWe sincerely thank all the faculty members of KIIT School of Management (our Almamatter), Bhubaneswar for encouraging us to carry out some creative work.


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Our special thanks to Dr Rabi N Subudhi, a person whom we would treasure all our life for instilling a sense of responsibility in us and for being a best faculty and patiently listening toour unending ideas.We extend our deep sense of gratitude to all our family members and everyone, those whohave directly or indirectly encouraged and helped us to complete our project successfully.

We would like to extend our thanks to all the unseen hands that have made this project possible. Thank you God!

Place: BhubaneswarDate: 24 th April 2011Avik SarkarBimla AcharyaAbhirup Chakraborty

CERTIFICATE

This is to certify that the research report entitled Study on impact

of advertisements on consumers submitted by Mr. Avik Sarkar, Mr. Bimla


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Acharya, Mr. Abhirup Chakraborty in fulfillment of the research, is a bonafide

work carried out by them under the supervision and guidance of Prof.

R.N.Subudhi & Prof. Sasmita Mishra during the 2nd semester of the

academic session 2010-2012 of MBA..

Guide: - Prof. R.N.Subudhi

EXECUTIVE SUMMARY:

This report titled IMPACT OF ADVERTISEMENTS ON CONSUMERS is aresearch paper in which statistical data are used according to the results drawn on asurvey. This study is an attempt to understand the impact of advertisement onconsumers. It also tries to evaluate the advertising effectiveness in establishing brand

Patronage among the respondents.


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The objective of this study is to analyse the advertising effectiveness on consumers,to analyse the different medium through which the advertisement reaches maximumnumber of people in the market, to analyse the strategies that the Company shouldadopt such that the viewers turn into consumers. The survey was conducted amongthe college students because they are most affected by the advertisement shown on

television and are the biggest viewers of television. Questionnaire were prepared anddistributed to get the suggestions about the effectiveness of advertisement. By thesurvey, we came to know about that TV is the most effective media than any other media to affect the lifestyle of people. From the conclusion of this study we can cometo the know what strategies can be adopted such that the TV advertisement can bemade more efficient .Like the creativity factor and humour attracts more viewers .Themedium of advertisement that has to hire through which we can reach maximumnumber of people. And TV is one of the most efficient medium. The style, word andtone that has to be used in the advertisement that attracts more number of people. Thetype of feeling that is created by the advertisement and the strategies to adopt thatattract the people toward those feelings.

In research project the case study approach was taken. The products were carefullyhand picked after countless discussions with professionals from the advertisingfraternity.

Chapter 2

INTRODUCTION

2.1 STATEMENT OF THE PROBLEM


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ADVERTISEMENTS AND THEIR IMPACT ON CONSUMERS.

2.2 OBJECTIVES OF THE STUDY:

To know whether TV ads are more `liked or not liked' than any other media. To know whether TV ads influence buyer to purchase, affect their lifestyle and

increase materialism. To know the best time to put the TV ads to get the maximum reach. To infer whether TV ads are able to convey the message they are intended to. To infer whether the information given in TV ads are reliable or not. To infer whether the advertisement play an important role in buyers purchase

decision of any product.

2.3 SCOPE OF THE STUDY:

The study was conducted to know impact on consumers of advertisements. Due to time andresource constraints, this study is focused on college students. This study helps us to knowwhat are the consumer expectations towards advertising and their subsequent consumer

behaviour in response to the advertisements.

Chapter 3

REVIEW OF THE LITERATURE

3.1 LITERATURE SURVEY


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Advertising on television was introduced in January 1976 in our country. Most of theresearch is what is apply termed, `Market Research'. The primary objective of marketresearch is to provide advertisers and advertising agencies with purely qualitative data aboutthe access of exposure of selected audiences to the various mass media or to their variouscomponents.

Marketing to children/youth is a delicate issue. Children and youth are heavy viewers of television. "Today's youths are no fools and are far more sophisticated than they were 20years ago when many of today's advertising guidelines were written" said Jerry Mc Gee who

perhaps managed the largest advertising agency.In addition, research has shown that more people switch channels during commercial breaks.The challenge is to create advertising which people would want to watch or to follow themwhere they go (to other media).

3.2 REVIEW OF LITERATURE

ADVERTISING:

Advertising is any paid form of non-personal presentation and promotion of ideas, Goods or services by an identified sponsor. It is paid communication because the advertiser has to payfor the space or time in which his advertisement appears.

"Advertising is, actually, a simple phenomenon in terms of economics. It is merely asubstitute for a personal sales force -an extension, if you will, of the merchant who criesaloud his wares."-Rosser Reeves, Reality in Advertising (1986), New York: Alfred A. Knopf, Inc., p. 145.

"Advertising is the ability to sense, interpret . . . to put the very heart throbs of a businessinto type, paper and ink."-Leo Burnett, quoted by Joan Kufrin, Leo Burnett: Star Reacher (1995), Chicago, IL: Leo

Burnett Company, Inc., p. 54.

"Advertising -a judicious mixture of flattery and threats."-Northrop Frye, quoted in Robert I. Fitzhenry, The Fitzhenry & Whiteside Book of Quotations , 1993, Canada: Fitzhenry & Whiteside Limited, p. 18.

"Advertising may be described as the science of arresting the human intelligence longenough to get money from it."-Stephen Butler Leacock, quoted in Michael Jackman, Crown's Book of Political Quotations ,

1982, New York: Crown Publishing Inc., p. 1.

Advertisers include business firms but also museums, charitable organizations, andgovernment agencies that advertise to various target publics. Advertisements are a costeffective way to disseminate messages, whether to build brand preference or to educate anations people. Organizations handle their advertising in different ways. In smallcompanies, someone handles advertising in the sales or marketing departments, who workswith an advertising agency. A large company will often set up its own advertisingdepartment, whose manager reports to the Vice President of marketing. The advertisingdepartments job is to develop the total budget, and handle direct-mail advertising, dealer displays and other forms of advertising not ordinarily performed by the agency. Most

companies use an outside advertising agency to help them create advertising campaigns andto select and purchase media. Global companies that use a large number of ad agencies


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located in different countries and serving different divisions have suffered fromuncoordinated advertising and image diffusion. Advertising agencies need to redefinethemselves as communication companies and assist clients in improving their overallcommunication effectiveness.

3.3 FIVE MS OF ADVERTISING

MISSION: What are the advertising objectives?MONEY: How much can be spent?MESSAGE: What message should be sent?MEDIA: What media should be used?MEASUREMENT: How should the results is evaluated?

3.4 STRENGTHS OF ADVERTISING AS A PROMOTIONAL TOOL

It offers planned and controlled message. It can contact and influence numerous people simultaneously, quickly, and at a low

cost per prospect. Hence, it is called Mass Means of Communication. It has the ability to deliver messages to audiences with particular demographic and

Socioeconomic features. It can deliver the same message consistently in a variety of contexts. It can reach prospects that cannot be approached by sales man. It helps to presale goods and pulls the buyers to retailers. It offers a wide choice of channels for transmission of messages such as visual (by

Sights), aural, (by ear) aural and visual. It is very useful to create maximum interest and offer adequate knowledge

of the new product when the innovation is being introduced in the market.

3.5 WEAKNESS OF ADVERTISING AS A PROMOTIONAL TOOL

It is much less effective than personal selling and sales promotion at later stages inthe buying process, e.g.: in convincing and securing action.

It is less flexible than personal communication. It cannot answer objections raised by prospects.

It is essentially one-way means of communication. It cannot obtain quick and

accurate feedback in order to evaluate message effectiveness. It is most efficient communication (very low cost per prospect) but it is least effective

as a tool of a communication. It is unable to reach prospects when they are in a buying mood. Hence advertisements

have to be repeated and repetition involves additional cost. Advertising, many a time lacks credibility and trustworthiness.

3.6 IMPORTANCE OF ADVERTISING

To create widespread visibility in the market and access those pockets which are not

approachable by the sales force. Quoting a customer, Make the customers come toyou rather than trying to approach all the potential customers.


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As a symbol of sound financial position of the company and also to make thestatement that the company is here to stay.

To aid in easy brand recall and also create a top of mind awareness of the brand. To make maximum potential customers aware of the new offerings and schemes of

the company and initiate enquiries about the same.

To establish a strong brand image in the market so as to give the company an edgeover its competitors.

3.7 COMMUNICATION GOALS OF ADVERTISING

Advertising should concentrate on clear and measurable communication objectives known asDAGMAR (Defining Advertising Goals, Measuring Advertising Results). Advertisingobjectives must be oriented around the process of communication. Communication tasks are,

Developing brand awareness.

Changing consumer attitudes. Associating desirable themes with products, To create demand for a new product by explaining its utility. To maintain existing demand by fighting competition. To increase sales by attracting new consumers. To enhance the goodwill of the firm. Informing consumers about product attributes.

The ultimate purpose of most advertising is to help the probability of the sale of the Productor a service. Advertising as a mode of promotion increases propensity to purchase-movingthe prospect steadily, inch-by-inch, closer to a purchase decision. Of course, advertising isonly one of several communication forces. It moves the consumer through successive levelssuch as unawareness, awareness, comprehension or recognition, conviction (intention to buy)and action purchase.Advertising goals may be divided into four stages of commercial communication as follows:

Awareness: the prospects must become aware of the existence of the brand or company. Awareness is the bare minimum goal of advertising.

Comprehension : the prospect must understand what the product is and what it will dofor him. Comprehension level indicates that people are not only aware of the brand or company that they know the brand name and can recognize the package or trademarket. But they are not yet convinced that they must want to buy.

Conviction: the prospect must be mentally convinced to buy the brand or the product.The conviction level shows brand preference and intention to buy the product in thenear future.

Action: the prospect takes meaningful action. Purchase decision is duly taken.

3.8 CHOOSING AMONG MAJOR MEDIA TYPES:

The media planner has to know the capacity of the major media types to deliver reach,frequency , and impact. Media planners make their choice among media categories byconsidering the following variables:

Target-Audience Media habits : for example radio and television are the mosteffective media for reaching teenagers.


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Product Characteristics: Media types have different potentials for demonstration,visualization, explanation, believability and color. Womens dresses are best shownin color magazines, and Polaroid cameras are best demonstrated on television.

Message characteristics: Timeliness and information content will influence mediachoice. A message announcing a major sale tomorrow will require specialized

magazines or mailings. Cost: Television is very expensive, whereas newspaper advertising is relatively

inexpensive. What counts is the cost-per-thousand exposures.

3.9 ADVERTISING IN INDIA

Indian Advertising starts with the hawkers calling out their wares right from the days whencities and markets first began Shop front signages. From street side sellers to press ads

The first trademarks Handbills distributed separately from the products

18th Century :

Concrete advertising history begins with classified advertising. Ads appear for the first timein print in Hickey's Bengal Gazette. India's first newspaper (weekly). Studios mark the

beginning of advertising created in India (as opposed to imported from England) Studios setup for bold type, ornate fonts, more fancy, larger ads. Newspaper studios train the firstgeneration of visualizers & illustrators. Ads appear in newspapers in the form of lists of thelatest merchandise from England.Since 1980, advertising in India has demonstrated phenomenal growth growth in size,quality, and range of services, in the total expenditure in advertising per year. In 1950advertising expenditure was hardly Rs. 5 Crores. By 1988, it rose to Rs. 900 Crores. It may

be around by Rs. 2200 Crores by 2001 A.D.There are now over 400 advertising Agencies as against just 100 advertising agencies around1970. In the Indian market, we have more than 11,000 branded products extensivelyadvertised in all languages. Press advertisement account for about 50 percent and account for about 18 percent of the total advertising costs. In the media sector we have at present 20intense competition, e.g., TV / Radio, Newspaper each attempting an increasing marketshare. In the press segment we are witnessing regular media war. In the case of the press,competition is total. However, media owners are expected to adopt now customer-oriented

approach to get rid of such unhealthy competition.

3.10 ESSENTIALS OF GOOD ADVERTISEMENT

A good advertisement must have the right message communicated through a right media. Itmust reach the right people and prospects and that too at a right time and at the right cost.Right timing of an advertisement needs no emphasis. It should fulfill its sole purpose, viz.,gain sale or action from the prospects and the cost of communication should be reasonable.The task assigned to the advertisement can be successfully fulfilled when:

It is seen by the desired prospects.

It is read by them with interest. It is properly understood by them exactly as the advertiser wants.


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It is believed by them and it wins their confidence and trust and above allIt succeeds in igniting their desire to purchase the product or service offered or sale. Aneffective advertisement takes the prospect near about the point of closing the sale so thatactual sale may be easily completed by the sales force. Each advertisement must be a uniqueselling proposition, invoking maximum force of persuasion to convert a prospect into a

customer.

ATTENTIONIt can be viewed as an information filter a screening mechanism that controls the quantityand nature of information any individual receives. Getting a consumers attention is not easy.An individual, overtly or accidentally, avoids exposure to stimuli. The advertisingenvironment is truly cluttered; most major magazines have almost one - half of their pagescarrying advertisements, the other half carrying editorial matter. Although 21 all thisadvertising, it is not easy to create an advertisement that stands out enough to get noticed,

processed, and remembered. The effectiveness of ads is reduced not only by the higher levelsof clutter in general, but even more significantly by the proximity of ads for competing

brands from the same product category.The situation is made worse in the broadcast media, especially television. Viewers havealways had the freedom to do things while a program is being shown; including leaving theroom mentally and physically, but the use of remote control devices has made channelswitching endemic. Television advertisers today have to cope with the phenomena of zapping and zipping.

3.11 CREATING ADVERTIEMENTS THAT ATTRACTSATTENTION

The attention filter operates at various levels of effort and consciousness. At one extreme isthe process of active search wherein a receiver actually seeks information. He or she mightsolicit opinions of friends or search through magazines not normally read. Another levelcould be termed passive search. A receiver searches for information only from sources towhich he or she is exposed during the normal course of events. The final level might becalled passive attention. Here a receiver has little immediate need for the information andmakes no conscious effort to obtain it, but some information may nevertheless enter thesystem. At all three levels, it is appropriate to discuss why a person obtains information sothat ads can be designed to maximize attention. There are, of course, as many reasons asthere are situations and individuals. However, it is instructive to examine four generalmotives for attending to informative stimuli.A first motive is to obtain information that will have a high level of utility for a person. In anadvertising context, an individual will obtain product information that will help make better 22 purchase decisions. Second, people may be motivated to expose themselves toinformation that supports their opinions- supportive exposure-and to avoid discrepantinformation. Third, there is a desire to be exposed to information that stimulates. Finally,

people are motivated to find stimuli that are interesting to them. These motives will beexamined in turn.

3.12 ADVERTISING EFFECTIVENESS:


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Advertising effectiveness consists in the degree of achievement of the objectives set by anadvertiser in consultation with advertising agency working on the account. It may also takethe form of an increase in the sales of market share or penetration into a new marketsegment.

3.13 ADVERTISING STRATEGIES:

Strategy provides the link between advertising objectives and plans and paves the ground for their implementation. It can be instrumental in prioritizing various objectives, taking intoaccount the attitudinal framework as well as corporate and marketing goals, and the marketsituations and characteristics. Advertising strategy is based on consideration such as thefollowing: Advertising objectives. Advertising budgets. Selection of target audiences.

Advertising message. Media decision. Media space decisions. Companys standing and it s strength and weaknesses. Product history and its life cycle stage. Positioning of the product as indicated by perceptual mapping. Existing and anticipated competition.

3.14 BRAND PATRONAGE:

Most of the time, an advertisers (seller) tries to build a brand privilege or patronage for his products or service. A seller has a brand privilege if buyers exhibit brand insistence, brandloyalty, or brand preference towards his product or service. By means of advertising or

persuasive mass communication, seller tries to move prospective buyers and existing buyer from lower level to higher level of brand attitude of customers from brand ignorance to

brand awareness, or from brand acceptance to brand Preference, loyalty, and insistence.

Chapter 4

RESEARCH METHODOLOGY

4.1 RESEARCH APPROACH

The research for this study is a Descriptive Research. A Descriptive Research is a type of conclusive research, which has its major objective. As the description or something, usuallymarket characteristics or functions. It is preplanned and structured.


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Under this approach a cross-sectional study is conducted in which one sample of respondentsis drawn from the target population and information is obtained from this sample one. Thisstudy is based on descriptive research approach comprises the following methods;

1. Secondary Data:Secondary data refers to that which is compiled by some other than the other researcher for

purpose not directly related to the research. These are readily available for processing. Thistype of data relate to past period.The sources used for such data types are as follows: Published materials such as periodicals and books like business periodicals, marketing

journals, general business and trade magazines, 4ps, pitch etc. Computerized databases such as internet databases and off-line databases (informationavailable on diskettes and CD-ROM disks).

2. Primary Data:

Primary data refers to the data gathered for a specific purpose or for a specific research project. These data gives latest information. This type of data is obtained from originalsources. In this study, primary data is collected through Questionnaire Method.

4.2 TOOLS FOR DATA COLLECTION:

The approved questionnaire is the main tool used for data collection in this study. Thequestionnaire consists of structured and unstructured questions.

The questionnaire tool is mainly used because: Both qualitative and quantitative information can be gathered. Factual survey can be done. Opinion survey in order to secure personal opinions or on a particular matter can be doneeffectively. This tool is administered through personal interview with the target population.

4.3 SAMPLING PLAN:

1. Sampling Unit The sampling unit consists of college students for analyzing the advertising effectiveness onconsumers.2. Sampling Procedure How should the respondents be chosen?The sampling technique chosen are Simple Random Sampling and Stratified RandomSampling, in which a sample is drawn probabilistically from each group.3. Sample Size How many respondents to be surveyed?Due to time and other constraints, the size is 150 respondents. These samples of respondentsare chosen randomly.

4.4 CROSS SECTIONAL STUDY:


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A cross sectional study is a type of research design involving the collection of informationfrom any given sample of population elements only once.

SIMPLE RANDOM SAMPLING:

A probability sampling technique in which each element in the population has a known andequal probability of selection. Every element is selected independently of every other element and the sample is drawn by a random procedure from sampling frame.

STRATIFIED RANDOM SAMPLING:

A probability sampling technique that uses a two-step process to partition the population intosub populations, or strata. Elements are selected from each stratum by a random procedure.

ULTIMATE CONSUMER:

Ultimate Consumers refers to those individuals who buy goods and services for final use or consumption.

DATA ANALYSIS:

The data collected are tabulated and classified as required. Statistical techniques such asfrequency distribution, central tendency, percentages, etc., are used for analysis of primarydata. Conclusions are drawn based on the analysis and findings of primary data.

4.5 DURATION OF THE STUDY:

The duration of the study is four weeks.

4.6 LIMITATIONS OF THE STUDY:

Due to time and resource constraints, only college students are selected for the study for making an analysis for the advertising strategies. Due to resource and time constraints, a randomly selected sample has been chosenrespondents for making an analysis of advertising effectiveness on consumers.

Chapter 5

DATA ANALYSIS AND INTERPRETATION

5.1 DATA ANALYSIS AND INTERPRETATION

1. Advertisements on which media grab your attention the most? Highest=1, Lowest=4


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Media TV Radio Newspaper

Hoardings

Average 1.30 2.70 2.30 2.64

Interpretation: From the perceptual map we can say that the media which grbas most of theattention is Television advertisements.

2. Which advertisements do you frequently come across?

Sector Fmcg

Automobile

s

Electronic

s

Insuranc

e

Retail

Sector Average 1.71 2.34 2.69 3.49 4.45

Interpretation: From the perceptual map that FMCG advertisement the customers do comeacross frequently.

3. Do advertisements confuse you about the products?

q3

Frequenc

y PercentValid

PercentCumulative

PercentValid YES 19 21.6 28.4 28.4

NO 47 53.4 70.1 98.55 1 1.1 1.5 100.0Total 67 76.1 100.0

Missing

System 21 23.9

Total 88 100.0


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Interpretation: From the above results and pie-chart we can say that advertisements do notconfuse customers about the products.

4. Do you sometimes sing songs from commercials? Do you think it is good?q4

Frequency PercentValid

PercentCumulative


NO 14 15.9 20.9 100.0Total 67 76.1 100.0

Missing System 21 23.9Total 88 100.0


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Interpretation: From the above results and pie-chart we can say that use of popular songs inadvertisements grabs the customers attention which can very well affect sales of a company.

5. Do you buy a product if it is endorsed by your favourite celebrities?

q5

Frequenc

y Percent

Valid

Percent

Cumulative


NO 46 52.3 68.7 100.0Total 67 76.1 100.0

Missing System 21 23.9Total 88 100.0


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Interpretation: From the above results and pie-chart we can say that a celebrityendorsement does not affect customers.

6. Which product will you choose, Company A, practicing CSR, and Company B, not practicing CSR?

q6

Frequenc

y PercentMissing

YES 63 71.6 NO 4 4.5System 21 23.9Total 88 100.0

7. Do discounts shown in advertisements provoke you to buy products?q7

Frequenc

y Percent

Valid

Percent

Cumulative

PercentValid YES 56 63.6 83.6 83.6 NO 11 12.5 16.4 100.0Total 67 76.1 100.0

Missing

System 21 23.9

Total 88 100.0


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Interpretation: From the above results and pie-chart we can say that discount offersshown in advertisements provoke customers for purchases.

8. Which kind of media do you consider as more believable for different categories of products?

q8.1a

Frequenc

y Percent

Valid

Percent

Cumulative

PercentValid No 32 36.4 100.0 100.0Missing

YES 35 39.8System 21 23.9Total 56 63.6

Total 88 100.0

q8.1b

Frequenc

y PercentValid

PercentCumulative

Percent

Valid No 58 65.9 100.0 100.0Missing

YES 9 10.2System 21 23.9Total 30 34.1

Total 88 100.0

q8.1c


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Frequenc

y PercentValid

PercentCumulative

PercentValid No 46 52.3 100.0 100.0Missin

g

YES 21 23.9

System 21 23.9Total 42 47.7

Total 88 100.0

q8.1d

Frequenc

y PercentValid

PercentCumulative


System 21 23.9

Total 88 100.0

q8.1e

Frequenc

y PercentValid

PercentCumulative


YES 8 9.1System 21 23.9Total 29 33.0

Total 88 100.0

q8.1f

Frequenc

y PercentValid

PercentCumulative


YES 1 1.1System 21 23.9Total 22 25.0

Total 88 100.0

q8.1g

Frequenc

y PercentValid

PercentCumulative


YES 13 14.8System 21 23.9Total 34 38.6

Total 88 100.0

Interpretation: From the above result it can be said that in auto mobile sector TV is themost trusted media.


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q8.2a

Frequenc

y PercentValid

PercentCumulative

PercentValid No 20 22.7 100.0 100.0

Missing

YES 45 51.1System 23 26.1Total 68 77.3

Total 88 100.0

q8.2b

Frequenc

y PercentValid

PercentCumulative


YES 15 17.0System 21 23.9Total 36 40.9

Total 88 100.0

q8.2c

Frequenc

y PercentValid

PercentCumulative


YES 4 4.5System 21 23.9Total 25 28.4

Total 88 100.0

q8.2d

Frequenc

y PercentValid

PercentCumulative


YES 2 2.3System 21 23.9

Total 23 26.1Total 88 100.0

q8.2e

Frequency Percent ValidPercent CumulativePercent


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Valid No 65 73.9 100.0 100.0Missing

YES 1 1.1System 22 25.0Total 23 26.1

Total 88 100.0

q8.2f

Frequenc

y PercentValid

PercentCumulative


YES 7 8.0System 21 23.9Total 28 31.8

Total 88 100.0

q8.2g

Frequenc

y PercentValid

PercentCumulative

PercentValid 0 1 1.1 1.6 1.6

No 63 71.6 98.4 100.0Total 64 72.7 100.0

Missing

YES 3 3.4System 21 23.9Total 24 27.3

Total 88 100.0

Interpretation: From the above result it can be said that in FMCG sector TV is the mosttrusted media.

q8.3a

Frequenc

y PercentValid

PercentCumulative


YES 13 14.8System 21 23.9Total 34 38.6

Total 88 100.0

q8.3b

Frequenc

y Percent

Valid

Percent

Cumulative

PercentValid No 40 45.5 100.0 100.0


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Missing

YES 27 30.7System 21 23.9Total 48 54.5

Total 88 100.0

q8.3c

Frequenc

y PercentValid

PercentCumulative


YES 7 8.0System 21 23.9Total 28 31.8

Total 88 100.0

q8.3d

Frequenc

y PercentValid

PercentCumulative


YES 3 3.4System 21 23.9Total 24 27.3

Total 88 100.0

q8.3e

Frequenc

y PercentValid

PercentCumulative


YES 10 11.4System 21 23.9Total 31 35.2

Total 88 100.0

q8.3f

Frequenc

y PercentValid

PercentCumulative

PercentValid No 66 75.0 100.0 100.0Missin YES 1 1.1


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g System 21 23.9Total 22 25.0

Total 88 100.0

q8.3g

Frequenc

y PercentValid

PercentCumulative


YES 15 17.0System 21 23.9Total 36 40.9

Total 88 100.0

Interpretation: From the above result it can be said that in Insurance sector Newspaper isthe most trusted media.

q8.4a

Frequenc

y PercentValid

PercentCumulative


YES 35 39.8System 21 23.9Total 56 63.6

Total 88 100.0

q8.4b

Frequenc

y PercentValid

PercentCumulative


YES 13 14.8System 21 23.9Total 34 38.6

Total 88 100.0

q8.4c

Frequenc

y PercentValid

PercentCumulative


YES 6 6.8System 21 23.9


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Total 27 30.7Total 88 100.0

q8.4d

Frequency Percent

ValidPercent

CumulativePercent

Valid No 62 70.5 100.0 100.0Missin

gYES 5 5.7


Total 88 100.0

q8.4e

Frequency Percent

ValidPercent

CumulativePercent

Valid No 55 62.5 100.0 100.0Missin

gYES 12 13.6


Total 88 100.0

q8.4f

Frequency Percent

ValidPercent

CumulativePercent

Valid 0 3 3.4 4.5 4.5 No 63 71.6 95.5 100.0Total 66 75.0 100.0

Missing

YES 1 1.1System 21 23.9Total 22 25.0

Total 88 100.0

q8.4g

Frequency Percent

ValidPercent

CumulativePercent

Valid 0 3 3.4 5.2 5.2 No 55 62.5 94.8 100.0

Total 58 65.9 100.0Missin YES 9 10.2


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g System 21 23.9Total 30 34.1

Total 88 100.0

Interpretation: From the above result it can be said that in Electronics sector TV is the most

trusted media.

9. Which product category advertisement influences you the most?

Sector FMCG AUTOMOBILES APPREALS ELECTRONICSAverage 1.9 2.31 2.82 2.82

Interpretation: From the above results and pie-chart we can say that FMCGadvertisements influences the consumers the most.

10. Which soft drink brand do you always prefer?

Brands Coca-cola PepsiThums

-up Sprite SliceAverag

e 2.86 2.91 2.46 3.09 3.68

Interpretation: From the above results and pie-chart we can say that Thumps-Up is the popular brand.

11. Which factor influence you most in your preferred soft drink brand to go for it?

Taste Advertisements Retailers Flavors

1.3 2.9 3.61 2.18

Interpretation: From the above results and pie-chart we can say that consumers get

influenced by the taste of the soft drink, followed by advertisements.

12. Which deodorant sprays brand you like most?

Axe Cinthol Zatak Park Avenue2 3.28 2.94 2.45

Interpretation: From the above results and pie-chart we can say that Axe is the most popular deodorant brand among consumers.


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13. Which attribute you like most about it?

Fragrance Advertisements Price

1.36 2.52 2.1

Interpretation: From the above results and pie-chart we can say that Axe is popular due to its fragrance followed by its price.

14. Which superstore you always prefer over others?q14

Frequenc

y Percent

Valid

Percent

Cumulative

PercentValid Bigbazaar 38 43.2 56.7 56.7

Westside 5 5.7 7.5 64.2VishalMegamart 2 2.3 3.0 67.2

Shoppers'Stop 18 20.5 26.9 94.0

GlobusLifestyle 4 4.5 6.0 100.0

Total 67 76.1 100.0Missing

System21 23.9

Total 88 100.0

Interpretation: From the above results and pie-chart we can say that most of theconsumers prefer shopping at Big Bazaar.


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15. What makes you to go for the mentioned superstore?

PriceVariet

yAdvertisemen

tsAmbienc

e1.82 2 3.16 2.88

Interpretation: From the above results and pie-chart we can say that consumers shopat Big Bazaar, due to its pricing strategy, which is always displayed in hoardings andT.V. advertisements.

16. How satisfiable and reliable were the claims made in the advertisement?q16

Frequenc

y PercentValid

PercentCumulative

PercentValid Highly Satisfied 9 10.2 13.4 13.4

Satisfied 50 56.8 74.6 88.1Dissatisfied 7 8.0 10.4 98.5HighlyDissatisfied 1 1.1 1.5 100.0


System 21 23.9

Total 88 100.0

Interpretation: From the above results and pie-chart we can say that most of theconsumers are satisfied with the claims shown in TV advertisements.

17. Do the advertisements displayed affect your lifestyle?q17


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Frequenc

y PercentValid

PercentCumulative


NO 24 27.3 35.8 100.0Total 67 76.1 100.0

Missing

System 21 23.9

Total 88 100.0

Interpretation: From the above results and pie-chart we can say that consumerslifestyle get affected by the advertisements they come across daily.

18. Did you ever want to try something because you saw its commercial on TV?q18

Frequency PercentValid

PercentCumulative


NO 22 25.0 32.8


System 21 23.9

Total 88 100.0


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Interpretation: From the above results and pie-chart we can say that people try to imitatewhatever is shown in TV advertisements or in any other media.

19. Did a product with a good advertisement, but poor quality, ever disappoint you?q19

Frequenc

y PercentValid

PercentCumulative


NO 12 13.6 17.9 100.0Total 67 76.1 100.0

Missing

System 21 23.9

Total 88 100.0


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Interpretation: From the above results and pie-chart we can say that most of theconsumers are also disappointed with poor products but good advertisements, whichimplies that good advertisements should always be complimented with good quality

products.

20. When I see an advertisementq20

Frequenc

y PercentValid

PercentCumulative

PercentValid get involved 10 11.4 14.9 14.9

like toobserve 51 58.0 76.1 91.0

does notaffect 6 6.8 9.0 100.0


System 21 23.9

Total 88 100.0


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Interpretation: From the above results and pie-chart we can say that most of theconsumers like to observe advertisements.


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Chapter 6

CONCLUSION

In today's marketing concept the focus is on the consumer, his needs and requirements, rather than on the product. Naturally all media of advertisements begin with the customer and endswith the consumer. In order to sell a product persuasive and pervasive communication isessential. Basically through television advertisements there is a promotion of informationwhich influences people. An advertisement gives the message about the product in a verynatural way. This research was conducted to see the impact of advertisements on the younggeneration. From the survey conducted, it was clearly found that television advertisementscreate a very strong impression on the youth. The advertisements, which are being flashed inthe television very often, are effective. Through the frequent flashing of advertisements, theadvertiser keeps in touch with consumers. The viewers also remember the product and buythem.The quality of advertisements and its social acceptance are the two sides of the same coin.Advertising has to reflect social norms, values and aspirations or else it will be irrelevant andwasteful. Imposition of such discipline is preferable. Another problem television advertisersconfront is the tendency of viewers to switch channels, called `zapping' or leave the roomduring commercial breaks. Because of television viewers' strong patterns of commercialavoidance, commercials have to be intriguing, intrusive and likable. Television advertising

professionals in developing countries have to be fully aware of the challenges and theresponsibility thrust upon them by virtue of a vast unexploited potential, on one hand, andthe resistance they encounter from various quarters on the other. This requires their looking

beyond their own narrow areas of operation. A great deal of cooperative endeavour isrequired in order to put advertising on a sound footing. This has to be backed by research, thelack of which is a major draw back for advertising.Advertisers should understand that improperly prepared advertisements can cause physical,mental or moral harm to the consumers. They should not exploit the credulity and lack of experience of consumers for a mere profit. In addition, parents must educate youngsters to

become responsible and informed consumers' says the American Academy of Paediatrics.As more and more parents spend more time producing income and less time tending their children, the burden of responsibility falls increasingly on the advertiser. Parents andteachers have a responsibility to teach youth about the realities of a commercial world, justas they teach how to cross a road safely.On the other hand, effective television commercials can achieve audience acceptance if they

are well done and they can minimize viewers' patterns of avoidance if they are intriguing aswell as intrusive. In short, youngsters are, without doubt, attracted to advertisements. So theonus is on the advertisers, not to produce any advertisement which will mislead theuninformed. Knowing the considerable impact of advertisements on youth, the advertisersmust create advertisements which are both realistic and moral.


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Chapter 7

ANNEXURE

1.1Questionnaire:

Name:

Gender: Male / Female

Age: 18-22 23-27 28-32 32-36

1. Advertisements on which media grab your attention the most? Highest=1, Lowest=4Media RanksTV

Radio Newspaper Hoardings

2. Which advertisements do you frequently come across?Types RanksFMCGAutomobilesElectronicsInsuranceRetail Stores

3. Do advertisements confuse you about the products?YESNO

4. Do you sometimes sing songs from commercials? Do you think it is good?YESNO

5. Do you buy a product if it is endorsed by your favorite celebrities?YES

NO


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6. Which product will you choose, Company A, practicing CSR, and Company B, not practicing CSR?AB

7. Do discounts shown in advertisements provoke you to buy products?YESNO

8. Which kind of media do you consider as more believable for different categories of products?

TV

Newspaper

Magazine

Radio

Internet

Billboards

Friends

AutomobilesFMCGInsuranceElectronics

9. Which product category advertisement influences you the most? Rank themaccording to their impact, Highest=1, Lowest=4.GoodsFMCGAutomobilesApparelsElectronics

10. Which soft drink brand do you always prefer? Highest=1, Lowest=7.Brands RanksCoca-colaPepsiThumps UpSpriteSliceOthers, please specify

11. Which factor influence you most in your preferred soft drink brand to go for it?

Highest=1, Lowest=4.Preferences RanksTasteAdvertisementsRetailersFlavours

12. Which deodorant sprays brand you like most?13.

Brands RanksAxeCinthol


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Zatak Park AvenueOthers, please specify

14. Which attribute you like most about it?

Preferences RanksFragrancesAdvertisementsPriceOthers, please specify

15. Which superstore you always prefer over others? Tick any oneMallsBig Bazaar WestSideVishal MegamartShoppers StopGlobus Lifestyle

16. What makes you to go for the mentioned superstore?Preferences RanksPriceVarietyAdvertisementsAmbienceIf others, please specify

17. How satisfiable and reliable were the claims made in the advertisement?Highly satisfactorySatisfactoryDissatisfactoryHighly dissatisfactory

18. Do the advertisements displayed affect your lifestyle?YESNO

19. Did you ever want to try something because you saw its commercial on TV?YESNO

20. Did a product with a good advertisement, but poor quality, ever disappoint you?YESNO

21. When I see an advertisement. Tick any one.I get Involved

I like to observeIt doesnt affect me


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7.2 BIBLIOGRAPHY

BOOKS:

Gupta C B (1990), Business Studies, Tata McGraw-Hill Publishing Company Ltd.Philip Kotler (1988), Principles of Marketing, Prentice Hall of India Private Ltd.Mass Media(TV,Magzines and Newspapers):


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NDTV Profit,4Ps of Marketing,Business Today,Both the pink papers(Business Standard & The Economic Times).

ON THE WEB:

www.google.co.inwww.wikipedia.comwww.Med.umich.eduwww.tmadvertisment.comwww.wacc.org.ok

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