surrogates advertisement

7/30/2019 surrogates advertisement

1/5

CONSUMER PERCEPTION TOWARDS SURROGATE ADVERTISEMENT

TABLE OF CONTENTS

TITLE PAGE. i

TO WHOME IT MAY CONCERN .ii

DECLARATION.. iii

ACKNOWLEDGEMENT.iv

EXECUTIVE SUMMARY... v

TABLE OF CONTENTS .vii

LIST OF TABLES AND FIGURES. x

Page No.

Chapter 1:Introduction ..............................................................................................1

1.1Surrogate Advertisements .

..3

1.2 Surrogated advertisement promoted by liquor

companies...5

1.3The Corporate

Standpoint

..6

1.4Surrogate Advertising: Emerging

Trend7

1.5Consumer Psychographics and Surrogate

Advertising..9

1.6Impact of surrogated advertisement on

children.10


2/5


1.7Issues for

concern

11

1.8Consumer reaction toward surrogated

advertisement11

Chapter 2: Legislative Measures .....13

2.1 Legislative

Measures

.14

2.2 Advertising Standard Council of India (ASCI)

code..15

Chapter 3 : Literature Review .....20

3.1 Introduction.............................................................................................................21

Chapter 4 : Objectives and Need of Study ...24

4.1 Objective of study...25

Page No.

4.2 Need of the study25

Chapter 5 : Research Methodology .26

5.1 Nature of the Research Design .27

5.2 Data Collection..27

5.2.1 Primary Data .27

5.2.2 Secondary Data..27

5.3 Sampling Method.27

5.4 Sample Type ...27

5.5 Sample Size.27

5.6 Sample Area27


3/5


5.7 Tools Uses for Analysis .27

Chapter 6: Data Analysis ...28

6.1 Factor Analysis Results .29

6.1.1 KMO and Bartlett's Test..29

6.1.2 Total Variance Explained30

6.1.3 Component Matrix...31

6.1.4 Rotated Component Matrix.32

6.1.4.1 Analysis on Rotated component Matrix...32

6.2 Analysis on the questionnaire...34

6.2.1 Consumer consumption patter on following factors34

6.2.1.1 Consumption in six months.34

6.2.1.2 Consumption rate in month 35

Page No.

6.2.1.3 Timing preferred for consumption..35

6.2.2 Parameter influence to buy alcoholic product.36

6.2.2.1 Due to monthly income...36

6.2.2.2 Money spend on alcoholic product 36

6.2.2.3 Influence due to watching surrogated ads in day37

6.2.2.4 Influencer to buy alcoholic product37

6.2.3 Consumers perception toward legislative measure on surrogate38

6.2.3.1 Perception on necessity of advertisement38

6.2.3.2 Tax and other legal barrier on alcoholic products38

6.2.3.3 Opinion about banning.39


4/5


6.3 Findings.....40

Chapter 7: Conclusion & Suggestions..41

7.1 Conclusion.42

7.2 Suggestions....43

7.3 Limitations of the study44

8. References/Bibliography.

45

Annexure47Annexure A: Sample of Questionnaire .48

LIST OF TABLES ....Page No:

Table 1.1: Companies following surrogated advertisement..

.................4

Table 6.1.1: KMO and Bartletts Test.29

Table6.1.2:TotalVariance explained...30

Table 6.1.3: Component Matrix..31

Table 6.1.4: Rotated Component Matrix.32

LIST OF FIGURES. ...Page No:

Figure 1.4: Surrogated ads. :Print advertisements

..8


5/5


Figure 1.8: Consumer attraction created by surrogated

advertisement..12

Figure 2.2(a): Kingfisher brand promotionaladvertisement.17

Figure 2.2(b): Brand promotional advertisement by different

groups..18

Figure 6.1.2: Scree plot showing factors

variables...31

Figure 6.2.1.1:Consumption in six months

.34

Figure 6.2.1.2:Consumption rate in

month.35

Figure 6.2.1.3: Timing preferred for

consumption.35

Figure 6.2.2.1:Monthly

Income..36

Figure 6.2.2.2: Money spend on alcoholic

product..36

Figure 6.2.2.3:Influence due to watching surrogated advertisements in

day..37

Figure 6.2.2.4: Influencer to buy alcoholic

product.37

Figure 6.2.3.1 Perception on necessity of

advertisement.38

Figure 6.2.3.3: Opinion about

banning.39

surrogates advertisement

Documents

Transcript of surrogates advertisement