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ACKNOWLEDGEMENT
Upadhyaya,
Upadhyaya project guide, Apeejay institute of technology, school of
The nurturing and blossoming of this present work was mainly due to his
perfection. But for his overwhelming interest, the present work would not have
And last but not the least; I am thankful to all the helpful people who
were not even aware of the contribution they made towards the completion
Of this project.
PRADEEP GUPTA
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PREFACE
develop specific strategic and tactics, propose a budget and establish a set of
and market driven. Marketing must convince every one in the company and in
its larger network to create and deliver superior customer values. Marketing is
to a detailed marketing mix and action plan, evaluating the results, and making
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EXECUTIVE SUMMARY
The main purpose of this Study was to know the media awareness among
behavior of the people; and to identify the first source of information for
consumer products.
The study has been conducted to collect the information about the scope
and effectiveness of advertising media mix for a particular group, and the role
That’s why the study has been conducted by taking a special reference
almost in every home. How the consumers come across to know a particular
has been got from electronic media like television, radio, cinema, internet or
the electronic media or from elsewhere? Can the consumers recall any
advertisement? These are the basic questions, which have been focused to solve
this study.
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Table Of Contents
Industry history
Research Methodology
Conclusion
Bibliography
Annexure – A Questionnaire
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Industry History
The history of toothpaste goes back to 300-500 years before the birth of Christ
but toothpaste and powder first appeared in printed pots round the 1860's. By
the 1880's many chemists were making their own toothpaste, packaged in their
own printed pots. The date of the first manufactured toothpaste was 1873 but it
was not until 1896 that a product similar to that on the market today appeared in
Colgate dental cream was the first to be packaged in collapsible tubes similar to
those in use today. The number and varieties of toothpaste being manufactured
were able to supply such outlets with mass produce toothpaste sold in metal
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Objective Of The Study
The main purpose of this Study was to know the media awareness among
behavior of the people; and to identify the first source of information for
consumer products.
The study has been conducted to collect the information about the scope
and effectiveness of advertising media mix for a particular group, and the role
That’s why the study has been conducted by taking a special reference
almost in every home. How the consumers come across to know a particular
has been got from electronic media like television, radio, cinema, internet or
newspaper, then at what extent that information was effective? Are consumers
media or from elsewhere? Can the consumers recall any advertisement? These
are the basic questions, which have been focused to solve in this study.
Effective advertising and awareness is much more emphasis in this study. So,
in the summer forms we can illustrate have the main objectives of the study as
follows:
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To know the media awareness among the people.
media.
that this study would be above to expose many hidden facts of media
effectiveness in advertising.
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Scope of the Study
essence of lies in conveying the target audience the wants satisfying quantities
of a product or service. The business world has consistently been searching for
ways and means to improve the products or services that one buys, but the
pushing come from the advertising end of the business. It, infect, offers a quick
and effective way for any marketer to tell the people that he has designed a new
product or improved his product or that he deals in this product or provides that
service. It is a million tongued salesmanship and the very fact that it is carried
over mostly by mass media shows that it is likely to reach many people at some
time or the other. As a matter of fact, the success of the company’s product
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However, how much effective an electronic media has been or to what
extent the advertiser has been able to convey the meaning to the target audience
has been more a matter of conjecture. It is worth pointing out here that some
attempts have been made from time to time to measure the effectiveness of
electronic media. The present study is also a modest attempt in the same
direction.
of literature on media research. For the purpose of this study, however, it was
considered prudent to confine to only some aspects, since to cover all aspects
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Importance of the Study
Internet are being used increasingly by companies for sailing their products.
it is not certain whether the sale accrued due to an electronic media or because
of other reasons.
In order to know the media to which people are exposed, to know the
media about which they were aware, and to know the media which influence
electronic media was made to locate a particular product using all the media. It
was found that toothpaste was utilizing almost all the important media. Hence,
it was proposed to measure the effectiveness of different media among rural and
urban people in the content of this product. The selected electronic media for
this study were television, internet, radio, cinema etc. The major criterion for
selecting these media was that they were commonly used for advertising
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Overview Of Indian Toothpaste Market
Toothpaste
Toothpowder and
Toothbrush
Prior to the 80's Colgate was the dominant player in the Indian toothpaste
market with its leading brand namely Colgate dental cream. The rest of the
market was fragmented and some of the better known brands at that time were
Dabur's Lal Dant manjan red toothpowder and Bandar Chaap Black
known brands.
In the early 80's, Balsara Hygiene's Promised was able to achieve a product
break through with it's positioning of the product on clove oil ingredient.
Indians have been traditionally using clove as a household remedy for cavity
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The late 80's witnessed a significant shift in industry structure and positioning
platforms. In 1987, Hindustan Lever was a minor player who had launched
close UP. Forhans was withdrawn from the Indian market in 1987 due to
problems with fluoride formulations. Close up was re launched in 1988 with the
while consumer in India used only 107 grams of toothpaste annually. The
average annual per capital consumption of toothpaste in India is lower than the
worldwide average due to a lower than the worldwide average due to a lower
Also, recent studies have indicated a high price elasticity of almost 300% for
certain mass consumer products: i.e. a10% drops in prices could lead to a 30%
increase in consumption.
13
The major player and their market shares in the 90,000 tons
HLL 32.90%
Others 9.70%
Source:CPIL
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The following shows the percentage of population who use toothpaste,
Mode
Usage(%) of total Population
Toothpaste
47%
Toothpowder
23%
Conventional Methods
30%
Source: A & M
15
Toothpaste has been primarily perceived as an urban product. Also, it is titled
URBAN 73.0%
RURAL 35.0%
Consumers in the lower end of the market in rural/semi urban areas use
toothpowder and natural products such as neem, tobacco, and black powder for
sector. Form a recent survey it has been found that the upper class consumers in
urban areas are looking for specialized product with cosmetic promises like
preventing cavity etc. Among toothpaste users about 15% of consumers brush
twice a day.
factors. Perhaps the two most important are rising penetration higher intensity
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and also price. Growth in rural areas is driven by conversion of non users.
Various initiatives such as distribution of free samples, low unit price packs in
small sizes and conducting oral care education in the rural areas are being
and new value proposition introduced by the players in the market. The
Segmentation
The Toothpaste market in India can also be segmented on the basis of benefits
sought from the product. They are broadly classified into four segments. for
Protection
The value proposition offered to this segment is protection of teeth & gums
from germs, preventing cavity and controlling plaque. This segment largely
comprises of family. The brands, which are sold under this proposition, are
Colgate dental cream, Pepsodent, Aqua fresh, Forhans,(recently this brand was
Social Interaction
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The sale is on proposition of fresh breath and White teeth. This segment is
dominated by gel toothpaste. Particularly teens and young adults seek these
benefits. Gels which are marketed on parameters of freshness and energy are
estimated to have market share of 20 - 35% of the total market. The brand
which are very prominent in this segment are Close up gel, Colgate gel and
Economic
The toothpaste sale is on "Value for Money" proposition for families with low
segment. Promise, Babool etc are the toothpastes sold in this segment. Brands
like Anchor, Aqua-Fresh, Ajanta and Babool are capturing volumes on the value
for money platform, with equal spending promotions and better trade margins
Therapeutic
They offer protection from aliments like bleeding of gums, prevention of tooth
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Protection & Economy 65%
Therapeutics 5%
Source: Indiainfoline.com
Product
from bad breath, cavity, and plaque etc. Toothpaste is marketed as squeeze
tubes manufactured using HDPE, LLDPE and PP polymers. Over the years, the
All the players in the market offer toothpaste in various sizes designed for
plaque control, cavity prevention. For the brands switchers, the size and prices
of toothpaste were important attributes. In a recent study it has been found that
80% of the families share the same toothpaste for all the members of the family.
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The packaging size and prices vary for different brands. widely. Annexure a
Demand
With a population of 1.02 billion and population growth rate of 1-2%, India
provides a huge potential market for toothpaste. Estimate for the rate of future
growth of toothpaste vary but all observers agree that growth penetration, and
The toothpaste market has recorded an 8% CAGR in the last five Years.
Demand for toothpaste in urban area has been growing at 2-3% p.a. whereas in
Competition
Profiles of some leading competitors in the toothpaste industry are given below.
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COLGATE PALMOLIVE (I) LTD
category for over 5 decades in India with sales of 9.9B and net income of
$1.42B in FY03.
Colgate is the dominant player in the oral care market with a market share of
economy segment
CPIL drives around 85% of its revenues from the oral care category. Colgate
has the market share of about of 65% till the late 80’s with the increased
competition, Colgate’s market share was considerably hit in the early 90’s and
so to salvage it’s position Colgate took over ciba Geigy’s, Cibaca brand
(4%share) oral care business .but Colgate’s market share continued to fall and
currently stands at around 50.6% from a high of 65% in 1995. In its successful
drive the new “Social interaction” segment and this segment recorded strong
advertising but its bottom line got hilt in the process and it reverted back to its
lower ad spend regime. But still Colgate continues to be the numero-uno in this
sector and its brand Colgate was adjusted as India’s #1 brand across all
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categories in seven out of the last eight years by A&M Magazine’s annual
encouragement of the habit of brushing twice a day and meeting the evolving
offering unique benefits. Its traditional strategy of targeting non users in rural
India and converting them into consumers of toothpaste has been one of
Colgate’s strong points. The company has novel ways to enhance awareness of
oral hygiene in the interior areas of the country. The campaign will include wall
paintings, rural van operations, puppet shows. Colgate spends Rs. 4 crore every
year to preach the value of using branded oral care products to villagers, using
usages.
the consumption bracket and Colgate has also launches toothpaste and
toothpowder in sachets with a free toothbrush thrown into offer an entry pricing
This thrust has brought Colgate dental cream a distribution reach of 46 percent
Trouble is, it is losing a larger proportion of consumers at the upper end than it
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is adding at the entry-level. Thus, Colgate’s rural market share has fallen from
May 1998 with its alternating red and white stripes with red gel containing
actirinse fort fresh breathe and white stripes containing actiwhilte to lend
sparkle to teeth. Colgate Palmolive India then decided to withdraw four sub
brands of its toothpaste, Colgate double protection calciguard. Fresh mint and
fresh stripes due to poor market share and introduce new variants. The company
had invested Rs 20-25 crore in these four brands Colgate dental cream and
Colgate herbal.
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PRODUCTS OF COLGATE
Based on their positioning the products can be classified into the following
segments.
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Hindustan Lever Limited, 51.6% subsidiary of Unilever Plc, is the largest
sprawls from personal and household care products to foods, beverages and
care ,color cosmetics,etc. it is also the leading player in food products such as
Two pillars strong brand equity and a wide distribution network characterize the
fast moving consumer goods business. Brand equities are built over a period of
value ,frequently purchased ,daily use items. HLL is strong on both these fronts
with leading brands, which are market leaders in their respective categories, and
a1 m n strong direct retail reach. The leading business magazine, Forbes Global
lever limited at the top among the best consumer household products companies
The oral care segment contribution about 4%to its revenues buts its bottom line
has been hit due to the heavy adverting costs and sales promotions.
In 1987, Hindustan lever was a minor player who had launched with 5%market
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HLL’s other brand signal had a negligible share and was later withdrawn with a
65%share. HLL has been a small player in the oral care sector untill1987when it
HLL has been consistently gaining market and in oral care segment, HLL has
HLL has about 100 manufacturing facilities all over India and also has
manufacturing arrangement with third parties. HLL has strong presence in all
other strong brands are close up super fresh close up oxy fresh, Pepsodent etc.
PRODUCTS OF HLL
product Colgate dental cream. But Pepsodent could achieve only 4-5% market
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share. In 1995 pepsodent’s proposition was changed to ‘Germicheck protection’
August 97, HLL added an anti-bacterial agent triclosan to its Pepsodent brand.
102% superiority to any other ordinary toothpaste, based on the 0.2% content of
which was also used by Colgate in its costller Colgate total brand. The
marketing war between the two. Colgate questioned the claim of pepsodent’s
superiority and the matter was referred to MRTP commission to determine the
share (by over 5-6% points) during this period Pepsodent on the other hand has
germs even hours after brushing. It was the first toothpaste with a unique
Pepsodent 2in1 is a unique combination of paste and gel in one toothpaste .it
provide long lasting protection from germs as well as long lasting fresh breath
‘toothpaste .with attractive golden stripes, this gum protecting variant is now
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available in contemporary new packaging, clearly outlining the benefits it
the HLL oral care portfolio known for its enhanced protection against gum
problems. It is targeted at all health conscious adults who either suffer from or
oral care and hygiene amongst its customers and the community. Pepsodent
rural areas. A poster on brushing technique, which was translated into local
Chikitsa for the rural areas. A poster on proper brushing technique, which was
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Close-up, the youth brand, was the first gel toothpaste to be launched in India
in1975 and has remained the category leader ever since. The brand arose out of
a universal need for confidence in asocial situation, starting with fresh breath.
Close-up was relaunched in1988 with the proposition of gel and mouthwash.
The new look close-up was positioned as the toothpaste ,enhancing social
interaction ,offering value propositions like good breath ,white teeth etc and was
In 2002 close up was relaunched in two variant- close up tingly red and close up
superior cleaning, enhanced flavor and a freshness that extends from nose to
throat. The communication for close up focuses on the base line, ‘Jee Ke Dekho
The new flavours are in line with HLL’s endeavour to continuously innovate
and offer new advance products to the consumers these flavours have been
unique self check device called ‘’shade-card’’. This helps consumers identify
how ‘’yellow’’ their teeth really are also to track the improvement in teeth
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colour as use the paste. The toothpaste helps teeth get whiter in 4 weeks of
regular use. This tooth-whitening segment is having total market share of 6%of
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Dabur India ltd is the fourth largest FMCG Company in India with interests in
healthcare, personal care and food products. building on a legacy of quality and
experience for over 100years, today Dabur has a turnover of Rs.1232 crore with
crore and net income of 77.6 crore .the oral care contribution about 12% to the
revenue of Dabur in 99. in 1970 ,Dabur expanded its personal care portfolio by
adding oral care products. Dabur Lal Dant manjan was relaunched and its
captured the Indian rural market. Sales in 1999 recovered a sharp 19%yoy
countries around the globe. The quality of Dabur products has been its greatest
PRODUCTS OF DABUR
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Dabur red toothpaste is positioned as toothpaste, which has lavang (clove) that
helps prevent toothache, pudina, which helps prevent bad breath, and tomar,
which kills harmful germs. It is therefore the first ever toothpaste which keeps
all your dental problems away, thereby providing you strong teeth.
Dabur Lal Dant manjan, the red tooth powder contains laung ka tail, kali mirch,
pudina satva, pippali, Sunthi, Kapoor and Tomer Seed, Sugandhi Dravya,
It is being advertised as start your day with the freshness of cool, cool mint. Use
tangy daylong fresh breath. That’s the coolest way to add zing to your day. It
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Balsara Hygiene Products limited founded in 1925, operated as a family owned
and controlled private enterprise till 1980. The business was transferred to
Balsara Hygiene Products Ltd. in July ’80. The company has a domestic annual
company has a national sales and distribution network of 600,000 retail outlets.
Balsara derives 60% of the sales from its oral care products. In the international
market, Balsara supplies a wide range of personal and household care products
The Balsara group has a toothpaste manufacturing capacity of 38,000 tons pa,
the largest in India. It is one of the lowest cost producers of toothpaste and
formulations such as natural, herbal. Fluoride, baking soda, tartar control, and
gel and for sensitive teeth. High volumes and low input costs due to in house
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competitive rates. Balsara groups have presence in economy and protection
promise , Balsara hygiene quickly garnered 12% market share. Promise and
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PRODUCTS OF BALSARA HYGIENE:
Promise toothpaste
oil. The scientifically proven antiseptic and bactericidal properties of clove oil
help keep teeth strong and gums healthy. Promise toothpaste was awarded le
monde world selection gold medals in London and Amsterdam for superiority in
product quality.
Recently. Promise became the world’s first and only toothpaste to receive
Promise Gel
Promise gel comes packed with all the natural and time tested goodness of
clone, traditionally known for its beneficial oral care properties and trusted by
dentist’s the world over. The product’s natural antiseptic and germ killing
properties protect teeth and gums from harmful bacteria promise gel’s sweet and
Promise ‘just for kids’ is sparkling gel toothpaste for children available in two
exciting flavours- ‘Tooty-Fruity’ and ‘fruit & mint’. This toothpaste is specially
children. Promise ‘just for kids ‘toothpaste has been awarded accreditation by
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Meswak toothpaste is scientifically formulated from pure extract of the
Meswak plant, ‘salvadore persica’- the famous; toothbrush tree’ used for
Babool
benefits of the Babool tree,’ Acacia Arabica’ the Babool herbal extract in super
Babool toothpaste helps prevent swelling & bleeding of gums ,keeping healthy
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OTHER PLAYERS
Shri Niranjan Ayurved Bhavan Limited a rural tooth powder marketing outfit
country (an estimated 1/5 of the total population). Aimed garnering 15% of this
audience.
Company used calcium rich pipal as a substitute for bone ash, which gives the
paste its consistency and uses its abrasive power to clean teeth.
homeo based products-the most famous being arnica shampoo has launched
dental clean toothpaste with 100 gm for Rs.22 and 50 gm for Rs 12. It was the
lemon flavored toothpaste but failed in the market place. Dental cleaner
as bleeding gums, bad breath and toothaches. The other players in this segment
are lordent from lord homeopharmacy and homeo dent from sharda bioron.
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About Electronic Media
The electronic media would include radio and the television. The advent
of the radio allowed the advertisers the liberty of using certain ‘jingles’ and
music, which could be associated with their brand and product. Whereas the
television brought the visuals along with the audio effects. This was a
revolution and the print media found it being sidelined as far as advertising
went. Talking of India, the Cable TV boom in the early nineties added to the
television, where mainstream consumers account for roughly half audience. But
companies that want to avoid the high cost of national advertising can find other
supplier, this company must appeal to high-income pessimists. Yet every article
includes a shopping list, an 800 number (free calling system available in USA)
and the web site address where consumers can buy the plants and tools they see.
dynamic than they were in the past. In this harsh environment, the companies
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that intend to thrive in the long run must build a defendable strategic position.
In other word, the companies need to build an advantage that other companies
do not have in the marketplace. Cutting prices by 50 per cent and running
Super Bowl advertisements create huge short-term growth, but it does nothing
to secure the future of the company. Having a hot IPO or a high stock price
may help, but it won’t suffice. The companies that ultimately will win the battle
for Internet consumers see now that profitable growth can not go on forever and
Dynamic Trade, where the apparent supply to consumers rises and companies
must heed the signals of current demand, what companies want now? Dynamic
Trade will make consumer industries more efficient and on the whole less
profitable than they were in the past. They must build a unique value. One way
image, even one that has millions of dollars in marketing budget behind it, will
not stand up unless the every day experience of the consumers on the internet
reinforce the brand. Companies that ignore this truth will find that they are not
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Research Methodology
plan for a study that guides the collection & analysis of data .
present situation .
In order to know the media to which people are exposed, to know the media
about which they were aware, and to know the media which influence
through electronic media was made to locate a particular product using all
the media. It was found that toothpaste was utilizing almost all the
different media among rural and urban people in the context of this product.
The selected electronic media for this study were television, internet, radio,
cinema etc. The major criterion for selecting these media was that they were
40
GREATER NOIDA in NCR because it included all types of socio
this study. One individual (not less than 16 years of age) in each home was
The ratio of respondents between urban and rural areas was 1:3 as the
an urban area. People in the village use relatively less toothpaste as other
ratio was decided upon judgment and experience, yet every effort was made
Type of data- primary data &secondary data are used in the present
research .
Primary data- primary data collected from field survey I collected primary
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Formulation of Questionnaire:
prepared to seek information both urban and rural people regarding the first
using, the advertisements which they had come across about the same brand
or any other, their reading and listening habits of electronic media, influence
factor, added recall and unpadded recall were given due place in the
factors and directly related were excluded to solicit better response. A non-
used at present and brand he was using before. This was asked mainly to
know the brand in which the respondent was taking more interest.
They were asked to mention the names of media from which they read pr
were given restricted choice to specify that media which influenced their
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Interview Procedure:
various electronic media. But for recalling the source of media which
influenced the buying behavior, unaided recall method was used. One
question was asked purposely (not get forced choice) to name one electronic
media only. Further the respondent was given add only when it was clear
that the respondent knew the answer, but because of insufficient knowledge
express his views. Aided recalls also helped in getting the pointed reply
firm the respondent for a particular question. The role of unaided recall was
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Analysis and Discussion
Profile of respondent:
There are 53% male and 47% female, among which the research has
rural areas, 30% respondents are age group of above 30 years, 40% belong
to the age group of 26 – 30 years, 20% respondents belong to the age group
There is a great impact of electronic media over the age and sex and
44
Table 1: Distribution of the respondents according to their age
and sex.
16-20 6 4 10
21-25 13 7 20
26-30 18 22 40
Above 30 16 14 30
Total 53 47 100
45
Marital status of the respondents:
65% of the total respondents among males and females are married while
35% of the total respondents are unmarried. The percentage of married male
status
Unmarried 35
Total 100
while 12% respondents have the intermediate level education. Exposure and
educated and urban based are much exposed than that of rural and low
qualified respondents.
46
education level
Graduate 47
Post Graduate 41
Total 100
were also student for (19%) and it was followed by the businessperson
47
Govt.services 42
Business 12
House wife 27
Student 19
Total 100
Family income is considered as the basis for the purpose of making groups.
This group has been done keeping in the view the purchasing power on the
one hand and likely needs, desires and aspiration of the respondents on the
other hand.
55% respondents have the income more than Rs. 9000, 28% respondents
belong to the income group of Rs. 6000-9000 and 12% respondents belong
groups
48
9001 &above 55
6001 to 9000 28
3001 to 6000 12
below 3000 5
Total 100
After having established the fact that the respondents have been consuming
toothpaste for some period, they are also asked the name of present brand
used.
like Babool, Neem etc. This is the mix-up response from both rural and
urban areas.
This indicates that the premium brands having high exposure through
49
Toothpaste No. of respondents
brands
Pepsodent 30
Close-Up 15
Colgate 32
Cibaca 04
Anchor 03
Miswak 05
Other 11
Total 100
r
a
te
er
ho
-U
ac
de
ga
th
nc
se
ib
is
O
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C
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lo
Series1
ep
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P
50
Time Duration of the present brand used:
24% respondents have been using the present brand for less than six
months while 76% respondents have been using the present brand for the
are used very much than that of low exposure of toothpaste brand.
51
time duration of present brand used
24%
Less than6
months
More than6
76% months
Electronic media created a large gap between the prior brand used and
present brand used. Consumers are very much affected through the various
electronic media sources and change their decision on behalf of the different
aspect.
Colgate 48
Pepsodent 28
Close-up 14
Others 10
52
Total 100
external. In internal factors their come the taste, price, family and cultural
32% respondents say that they change the earlier brand because of
and 25% respondents say that there are other reasons for change like change
exposure of advertisement the consumer could know very easily about price,
53
taste and promotional schemes. In the whole discussion the effectiveness of
respondents
Price 06
Advertisement 30
Promotional Schemes 07
Others 25
Total 100
54
Factors affect the change in decision:
that by using the present brand of toothpaste they could maintain healthy
segment and 17% respondents are very much affected by this Statement. In
other factors 7% respondents the earning consumer are very affected by the
55
Factors affecting decision No. of respondents
Herbal ingredients 20
Reputed brand 17
Other 07
Total 100
Herbal
ingredients
Healthygum s&
Strongteeth
Reputedbrand
Other
56
First Source of Information:
Shopkeeper (5%) and the relatives (4%). In rural areas the most important
This indicates that most of the respondents are very much exposed to
the Television in rural as well as urban areas because of the cheapest source
information.
57
Table 11 Relative distribution of first source of information
Shopkeeper 05
Television 79
Newspaper 12
Relatives 04
Total 100
58
Exposure to the present brand:
the brand presently Being used by them because the advertisement appeals
the use of brand.62% respondents have seen the advertisement about the
toothpaste brand presently being used by them. 38%espodents have not seen
No 38
Total 100
59
In response to the question regarding the media of advertising the
respondents were asked about the media. In the electronic media there are
79% respondents say that they come across the advertisement of the present
media.
News papers 0
Radio 15
Cinema 6
Total 100
EFFECTIVENESS OF ADVERTISEMENTS ON
ELECTRONIC MEDIA
61
The advertisement, which appears on television, that may or may not be
effective to the consumer point of view. This effectiveness leads to the brand
selection.
the advertisements.
It is concluded that the advertisements are very much effective which appear
Average 24
Total 100
69% respondents say that there is great impact on brand preference because
62
of the effectiveness of the advertisement on Television. While 31%
media.
No 31
Total 100
Factors Appealed:
respondents faced difficulty in recalling the media as it was long time that
they had been using the present brand of toothpaste. Out of total
brand but 24% respondents can’t recall any advertisement of any toothpaste
brand.
frequently before the consumer and are interesting they could easily recall,
appeal are easily recalled because of this, the interesting advertisement are
easily recalled.
64
Yes 76
No 24
Total 100
media. The advertisements which are passed before the consumer, the
65
Table 17 Brand of toothpaste (Out of 76 respondents)
Pepsodent 29
Close-up 11
Total 76
media.
them at radio while 4% respondents say that they have seen the
66
advertisement in the cinema. This mix-up response of the respondents
because Television is not available in almost every rural areas but rural
Radio 06
Cinema 04
Total 100
67
68
Media habits of the respondents:
To study the media habits, the respondents were asked to give their
were given free choice to indicate all those media to which they were
exposed. The response threw some light about hose respondents who were
exposed to some media but did not care the advertisement in those media.
Finally, when the respondents are asked about the media habits, how
much they exposed to the media which is available to that areas. One
respondent has multiple media habits and frequently passed through time to
time.
and easily available media. 44% surf the internet regularly. This is very
scare media which is not easily found in the rural areas. Second most
common media habit was radio and respondents of such type were 52%.
was surfing internet and followed by listening to radio and less effective
media habit was the cinema. In the media habit, a respondent has not passed
69
Table 19 Media habit of the respondents (Multiple Choice)
regularly 44
regularly 52
70
Limitation of the study
1. The present study was confined to Lucknow city and its adjoining
areas. The findings of this study may not applicable to other areas.
4. The study of electronic media effectiveness may not hold well over
electronic media.
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Conclusion
The main purpose of this study was to identify the first source of
behavior of the people, to study the media habit of the people to measure the
The brands which are much exposed before the people through
various electronic media are used at large. Some brands like Pepsodent and
Colgate are frequently exposed with good illustration, are very much used.
electronic media, they will definitely helpful in changing the attitudes of the
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Television and newspaper were important source of information in the
urban areas. Shopkeepers and relatives are other first source of information,
so they are also considered as integral part of the media. Now a days
television is much popular in rural areas as well as urban areas, that’s why
brands. Radio and cinema were also first source of information for a very
few people.
of the respondents was exposed with the television followed by the radio and
cinema. So, television is the best media exposure and was very effective to
were very much effective and such type of respondents are 62% and rest
consumer for impact on brand preference, because of this reason the brand is
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Recalling of the advertisement by the maximum number of
awareness.
had the media habit of watching television regularly were 100%. That’s
why television is the best media habit for the respondents. Surfing internet
and listening radio was the second and third media habit of the respondents
Cinema is the fourth effective media habit. Cinema and internet were
available only in the urban areas and because of this reason it is not effective
Newspaper, Cinema, and Internet. Out of these electronic media the most
effective media was television which is available almost in every home and
74
Bibliography
Books:
Advertising D. R. Singh,
R. M. Upadhaya,
R. K. Tandon,
75
Annexure
(A) Questionnaire
Name :…………………………………………………………..
Sex : Male / Female …………………………………
Address : …………………………………………………………
…………………………………………………………..
Marital Status : Married / Unmarried
Age Group : 16 – 20 yrs. ……………………
21 – 25 yrs. ……………………
26 – 30 yrs. ……………………
Above 30 yrs. ……………………
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Income Group : Below 3000 ……………………
3001 – 6000 ……………………
6001 – 9000 ……………………
9001 & Above ……………………
(II) Since when have you been using the present brand?
Less than 6 months
More than 6 months
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(IV) Why have you change the earliest Toothpaste brand?
Because of …………
Taste
Price
Advertisement
Promotional Schemes
Other (Specify) …………
(VI) What was the source of information for the present brand?
Friend
Shopkeepers
Television
Newspaper
Relatives
Other(Specify)
……………………………………………………………
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(VII/A) After collecting information from above sources did you
come across any advertisement about this brand?
Yes
No
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(X/A) Can you recall any advertisement about any another toothpaste brand
of electronic media?
Yes
No
(XII/A) Can you recall any advertisement about any toothpaste brand,
which you find more interesting?
Yes
No
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(B) If yes, name the toothpaste brand?
…………………………………………………………………
…………………………………………………………………
81
(B) List of the Table
sex.
status
Table 3 Distribution of the respondents according to their education
level
Table 4 Distribution of respondents according to their profession
Table 5 Distribution of the respondents according to their income
group
Table 6 Distribution of the respondents according to their present
brand used
Table 7 Distribution of the respondents according to their time
respondents
Table 10 Factors affect the change in decision
advertisement
Table 13 Relative distribution of media
Table 14 Effectiveness of advertisement according to the respondents
Table 15 Responses of the respondents regarding impact of
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Table 16 Responses of the respondents regarding recalling of
83