effect of advertisements on consumer behaviour

8/7/2019 effect of advertisements on consumer behaviour

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EFFECT OF ADVERTISEMENT

ON CONSUMER BUYING

BEHAVIOUR


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BY:-

ALPANA GANGULY(BM-01001

ANUKRITI(BM-010028)ANUREET KALRA (BM-010029

ARPITA JAISWAL (BM-010037)

DEEPALI DIXIT (BM-010047)

Presented To:-

Dr S.K.DASH

Prof. Sanjay kumar Mangla


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INTRODUCTION

Advertising is the presentation of a product, idea, or

organization, in order to induce individuals to buy, support, or

approve of it.

Any paid form of non-personal presentation and promotionof ideas, goods or services by an identified sponsor.

Non-Personal means that advertising messages are directed

at a mass audience and not directly at individuals.


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NEED OF ADVERTISING

To build primary demand.

To introduce a price deal.

To inform about a product's availability.

To build brand recognition or brand preference or brandinsistence.

To inform about a new product's availability or features or

price.


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NEED (CONTINUED)

To help salesmen by building an awareness of a

product among retailers.

To create a reputation for service, reliability or

research strength.

To increase market share.

To modify existing product appeals and buyingmotives.

To increase frequency of use of a product.


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BENEFITS OF ADVERTISING

TO CONSUMERS

Information and guidance

Acts as reminder

Special attraction to consumers

Raises living standards

Effective product use

Removes misunderstanding


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BENEFITS (CONTINUED)

TO MANUFACTURERS

Large scale production and marketing

Introduction of new products

Creates new demand

Facilitates effective personal selling

Builds brand image


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CONSUMER BEHAVIOUR

The study of individuals, groups, or organizations and theprocesses they use to select, secure and dispose of products,

services, experiences, or ideas to satisfy needs and the

impacts that these processes have on the consumer and

society."


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NEED TO STUDY CONSUMER

B

EHAVIOUR The study of consumers helps firms and organizationsimprove their marketing strategies by understanding issues

such as how:

The psychology of how consumers think, feel, reason, andselect between different alternatives (e.g., brands,

products, and retailers).

The psychology of how the consumer is influenced by his or

her environment (e.g., culture, family, signs, media).

The behavior of consumers while shopping or making other

marketing decisions.


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NEED(CONTINUED)

Limitations in consumer knowledge or information processing

abilities influence decisions and marketing outcome.

How consumer motivation and decision strategies differ

between products that differ in their level of importance orinterest that they entail for the consumer.

How marketers can adapt and improve their marketing

campaigns and marketing strategies to more effectively reach

the consumer.


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FACTORS AFFECTING CONSUMER BUYING

BEHAVIOUR

Consumer purchases are influenced strongly by the following

factors:

CULTURAL FACTOR

SOCIAL FACTOR

PERSONAL FACTOR

PSYCHOLOGICAL FACTOR


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FACTORS(CONTINUED)

1. CULTURAL FACTORS

(i) Culture

(ii) Sub Culture

(iii) Social Class

2. SOCIAL FACTORS

(i) Groups

(ii) Family

(iii) Roles and status


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FACTORS(CONTINUED)

3. PERSONAL FACTORS

i) Age and life cycle stage

(ii) Occupation

(iii) Economic situation

(iv) Life Style

(v) Personality and self concept


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FACTORS(CONTINUED)

4. PSYCHOLOGICAL FACTORS

i) Motivation

(ii) Perception

(iii) Learning

(iv) Beliefs and attitudes


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OBJECTIVES

To understand the demand pattern of in the city.

To know the amount of household income spent on

the consumption of products.

To understand the image of the products in the eyesof the consumers.

To find how advertisements are effective in making a

consumer prefer a particular brand. To verify recall of advertisement /brands.

To analyze the justification of advertising

expenditure.


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LITERATURE REVIEW

Jethwaney, J.; Jain, S.: Advertising Management (pp. 7)

Advertising is one of the largest generators of revenue in the

world economy. It gene-rates employment directly and

indirectly and influences a large section of people. An

advertisement interest, entices, intrigues, and entertains;

and creates life style.


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S. A. Chunawalla; K. C. Sethia: Foundation of

Advertising (pp15)

John E. Kennedy (1904) described advertisement as

salesmanship in print. Till the term

salesmanship in print was coined, advertising was

viewed as information dissemination.

AAEC 3100 Food and fibre marketing

Dr Steven c.turner ch-6 Analyzing Consumer marketand buying behavior


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RESEARCH METHODOLOGY

SAMPLE UNIT :

Working people

College students

Senior citizens

SAMPLING REGION :

Ghaziabad as the area of study

Rajnagar and Anand vihar as the area of research


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SAMPLING PROCEDURE :

Stratified method of sampling

Primary Data through questionnaire

Non comparative scaling techniques and

Likert scale


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Do you think advertisements are necessary for the launch of the new

products?

strongly disagree

27%

disagree

4

13%

no opinion

6

20%agree

13

43%

strongly agree

517%

strongly disagree

disagree

no opinion

agree

strongly agree

Advertisements are very important for the launch of the new pro

as it is through Advertisements only that people get to know abothe new product.


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Do ou t i rti t r t i r ons for t iff r nt onsumer

behavior

strongly disagree

4

13% disagree

2

7%

no opinion

2

7%

agree

517%

strongly agree17

56%

strongly disagree

disagree

no opinion

agree

strongly agree

Advertisements play an important role in altering the consumer

behaviour.


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Doadvertisements through elebrit endorsementshas impact onconsumer

behavior

strongly disagree

4

13%

disagree

3

10%

no opinion

15

50%

agree

%

strongly agree

6

0%

strongly disagree

disagree

no opinion

agree

strongly agree

Majority of the people feel that advertisements through

celebrity endorsements have an impact on consumer

behaviour.


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Doesadvertising brandnamehaspositive impact onconsumer behavior

strongly disagree

4

13%

disagree

2

7%

no opinion

3

10%

agree

14

47%

strongly agree7

23%

strongly disagree

disagree

no opinion

agree

strongly agree

Majority of respondents strongly agree to the fact that

advertising brand name has a positive impact on the

consumer.


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Does theadvertisementsemphasizingonproduct and itsdail usagehas

impact onconsumer behavior

disagree

1

3%

no opinion

5

17%

agree

5

17%

strongly agree

19

63%

strongly disagree

disagree

no opinion

agree

strongly agree

A major population of the people believe that

advertisements emphasizing on the daily usage of the

product impact Consumer Behavior.


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Whichmediumofadvertisement effects ourpurchase

decisions ?

, television

advertisements, 16, 53%

, online


radio


print advertisements

5

17%

televisionadvertisements

online

advertisements

radio advertisements

print advertisements

Television advertisements which contributes 53% to the

purchasing decision has a greater impact on the buying

behaviour


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Which t peofadvertisementscreatesagreater impact on ou?

Words with sound

6

20%

Words with visuals

10

33%

Just printed words

5

17%

Moving action, orientedadvertisements

5

17%

A pic depicting story/ scene

4

13%Words with sound

Words with visuals

Just printed words

Moving action, oriented

advertisements

A pic depicting story/

scene

Words with the visuals have greater impact on the

people.People are able to recall the advertisements havingwords and good visuals.


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Whichof the following four t pesofadvertisementseffects our buying

behavior?

informative17

57%persuasive

7

23%

reminder

4

13%

reinforcement

2

7%

informative

persuasive

reminder

reinforcement

57% of the peoples buying behavior is effected by the

informative advertisements


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Doesadvertisementscreateunnecessarydemands?

strongly disagree

4

13%

disagree

13

44%

no opinion

7

23%

agree

4

13%

strongly agree

2

7%

strongly disagree

disagree

no opinion

agree

strongly agree

On the whole we can say that majority of the people(57%) say

that the advertisements does not create the unnecessary need.

Out of 7 females 4 said that yes it does create the un necessar

needs


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Cross tabulationshowing thegenderwiseviewsabout the thought that

advertisementscreateunnecessaryneed

TABLE 1.10Gender * unnecessaryCrosstabulation

unnecessaryTotalyes no

Gender emale

Count 7 5 12

% withinGender

58.3% 41.7% 100.0%

male Count 13 5 18

% within

Gender72.2% 27.8% 100.0%

Total Count 20 10 30

% within

Gender66.7% 33.3% 100.0%

In the survey done there were 12 females out of 30 respondents.7 out of 12 females

say that the advertisements create unnecessary need and 5 says that

advertisements does not creates unnecessary needs.

18 male who were asked to fill the questionnaire out of which 13 says that yes

advertisements create unnecessary needs and 5 says that no it does not.

From the table we can conclude that the advertisements does not createunnecessary need.


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Cross tabulationshowing thegenderwiseviewsabout theadvertisements

arenecessary for the launchof thenewproducts.

TABLE 1.11Gender * necessary rosstabulation

necessaryTotalyes no

Genderfemale

Count 9 3 12

% within

Gender75.0% 25.0% 100.0%

male Count 16 2 18

% within

Gender

88.9% 11.1% 100.0%

Total Count 25 5 30

% withinGender

83.3% 16.7% 100.0%

Out of 12 females 9 says that yes advertisements are necessary for the

launch of the new products. Where as 3 said that no it is not.

From the given no. of males 16 said that yes it is important for the

launch of new products whereas 2 said that no its not.

Over all we can say that the majority of people think that the

advertisements are necessary for the launch of the new products.


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CONCLUSION

Advertisement has a major influence on the

consumers purchase behaviour and contributes to its

success.

In regard to the advertising media, the study revealed

that television is the most important of all media usedfor advertising the product.


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RECOMENDATIONS

More emphasizes on the advertising to create market

awareness and to make a brand image.

Make such strategies so as to cater each income group .

Provide the consumer with the true information about itsproduct in the advertisement as they effect the buying

decision of the consumer to a great extent.


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LIMITATIONS

We could not reach to the minimum sample size .

Lack of interaction between us and the participants of

this survey, due to which we could not get proper data.

Voluntary cooperation is low, as the participants were

expecting some kind of stimulus in exchange of the

information required by us .

Lack of computers with high speed connections due to

which difficulty was faced in forwarding and getting backof the questionnaire to the participants.


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effect of advertisements on consumer behaviour

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