Advertising Effectiveness on Indian customer decision making
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Transcript of Advertising Effectiveness on Indian customer decision making
Introduction
The word advertising is derived from the Latin word viz, "advertero" "ad" meaning towards and "verto" meeting towards and "verto" meaning. "I turn" literally specific thing".
Advertising denotes a specific attempt to popularize a specific product or service at a certain cost.
The object always is to bring to public notice some articles or service, to create a demand to stimulate buying
Intro Cont’d
Advertising has been defined by different experts. Some of the quoted definition are:
American marketing association has defined advertising as -
“Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. The medium used are print broad cast and direct.
Objectives of the study
To know the awareness advertisements in Indian context.
To examine the effectiveness of Indian Ads. To check the brand influence through the Ads. To know the adverse effects of foreign ads influences
Indian ads & how consumers perceive and react to those ads.
Scope of the study
Graduates who can provide strategic inputs for brand and media planning.
Indians are multicultural where we learn at least two languages and that gives us a head start in understanding cultural diversity.
Provide an immediate link to global markets.
Literature Reviews
Titles Advertising effectiveness as a whole
How effective are mobile Ads at driving traffic?
An equation for effective ads: connecting emotions to sales
Advertising effects on distribution & to society
Competitive advertising effects in distribution channel
Author/Source Jerry.W.Thomas Eric Hammis Knowledge@Wharton D Vakratsas HG Grabowski
Research Methods adopted
RESEARCH TYPE: Descriptive research
SAMPLING PLAN:Sample size-15
SAMPLING METHOD: convenience sampling method
QUESTIONAIRE TYPE AND THE STRUCTURE: Questionnaire method
RESPONDENTS OF THE STUDY: Friends & Relatives
Cont’d
1.0.AgeAge
Frequenc
y
Percent Valid Percent Cumulative
Percent
Valid
20 to 25
years14 93.3 93.3 93.3
25 to 30
years1 6.7 6.7 100.0
Total 15 100.0 100.0
1.0.Graph
14
1
Age of the respondents
20 to 25 years 25 to 30 yearsInterpretation:
The above table and graph shows that out of 15 respondents, 14
respondents have age between 20 to 25 years and only 1 respondent have
age between age 25 to 30 years
Inference:
Majority of the respondents are in the age group of 20 to 25
years.
1.1.Convincing levelConvincing level
Frequency PercentValid
PercentCumulative
PercentValid disagree 5 33.3 33.3 33.3
neutral 7 46.7 46.7 80.0
agree 2 13.3 13.3 93.3
strongly agree
1 6.7 6.7 100.0
Total 15 100.0 100.0
1.1.Graph
disagree neutral agree strongly agree0
1
2
3
4
5
6
7
5
7
21
Chart Title
Interpretation:
The above table and graph shows that out of 15 respondents,1 respondent strongly agree,2 respondents agree,7 respondents are neutral ,5 respondent to the convincing level.
Inference: Majority of the respondents are neutral.
1.2.Kindkind
Frequency Percent Valid PercentCumulative
PercentValid funny 5 33.3 33.3 33.3
creative 2 13.3 13.3 46.7
unique 3 20.0 20.0 66.7
informative 2 13.3 13.3 80.0
meaningful 2 13.3 13.3 93.3
straightforward 1 6.7 6.7 100.0
Total 15 100.0 100.0
1.2.Graph
0
1
2
3
4
5
6
5
2
3
2 2
1
Chart Title
funny creative Linear (creative)
unique informative meaningful
straightforward
Interpretation:
The above table and graph shows that out of 15 respondents,5 respondents
prefer funny ads,2 respondents prefer to be creative,3 respondents shall be
unique,2 respondents shall be informative, 2 respondents prefer meaningful
ads,1 respondent shall be straightforward.
Inference: Majority of the respondents are prefer to be
funny ads.
Cross Tabulations
2.0.Income X GenderIncome * Gender Crosstabulation
Count
Gender
Totalmale FemaleIncome 5000 to 10000 2 0 2
10000 to 20000 4 0 4
20000 to 30000 4 0 4
30000 to 50000 2 0 2
50000 above 2 1 3
Total 14 1 15
Interpretation:
The above table shows 2 males have income from 5k to 10k,4 males have
income from 10k to 20k,4 males have income from 20k to 30k, 20k,2 males
have income from 30k to 50k, 20k,2 males have income above 50k
Inference: Majority of the respondents are males having
income between 10k to 30k
Cont’d
Gender * Foreign Ads Cross tabulation
Count
Foreign Ads
TotalYes NoGender male 8 6 14
Female 1 0 1
Total 9 6 15
2.1.Gender X Foreign Ads
Interpretation: The male respondents who
watches foreign ads are 8 & who doesn’t watch are
6 & the female respondents who watched foreign
ads is 1.
Inference: Majority of the respondents are males
who watches foreign ads.
Chi Square test
Chi-Square Tests
Value dfAsymp. Sig. (2-
sided)Exact Sig. (2-
sided)Exact Sig. (1-
sided)Pearson Chi-Square
.714a 1 .398
Continuity Correctionb
0.000 1 1.000
Likelihood Ratio 1.069 1 .301
Fisher's Exact Test
1.000 .600
Linear-by-Linear Association
.667 1 .414
N of Valid Cases 15
a. 2 cells (50.0%) have expected count less than 5. The minimum expected count is .40.
b. Computed only for a 2x2 table
3.0.Gender X Foreign Ads
Ho- The gender & foreign ads are independent
H1- The gender & foreign ads are dependent
If the sig.value is less than 0.05 then leads to
rejecting Ho, If the sig.value is more than 0.05 then it
leads to accepting Ho