Internship Report on

A STUDY ON IMPACT OF ADVERTISING ON STUDENTS S BRAND

PREFERENCE
BY SARVABOTLA
SAISWAROOP
USN: 1AT13MBA35
Submitted to
VISVESVARAYA TECHNOLOGICAL UNIVERSITY, BELAGAVI
In partial fulfillment of the requirements for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION

Under the guidance of

INTERNAL GUIDE
EXTERNAL GUIDE
Mrs Archana R Motta
Mr Seshagiri Rao.P
Asst. professor
Creator of Statzone
Atria Institute of Technology
Satzone media
Bengaluru-24
Bengaluru-01

Department of MBA Atria

Institute of technology Anand
nagar, Bengaluru -560024
Batch 2013-2015

Table of Contents
Chapter Particulars Page no
Executive Summary
1. Introduction
1
2. Industry And Company Profile
9
3. Theoretical Background Of The Study
21
4. Data Analysis And Interpretation
37
5. Summary Of Findings, Suggestions And Conclusion
73
6. Bibliography
77
7. Annexure
78
LIST OF TABLES

Table No Particulars
Pg No
1 Gender 37
2 How the brands are preferred by the respondents 38
3 Information of the brands 39
4 A brand which media will you look for 40
5 Do you rely on advertisement 42
6 Perception of a product by just seeing the advertisement 44
7 Advertisement is necessary for your decision making 46
8 Factors which influence your decision making process 48
9 You look for in an advertisement 50
10 You purchase a product just because your favorite celebrity is endorsing it 5
2
11 You purchase a product just by getting attracted to the product 54

12 which will make you change your brand

Loyalty
55
13 Name of a brand through advertisement what do you recall 57
14 Things that should be highlighted in an advertisement 58
15 If there is a disparity in your view of the product & your friend 60
16 U prefer going to any store just by seeing the offers on hoardings and banner
62
17 After you experience any product do you convey the message to others 63
18 Response to repeated advertisement in TV\radio 65
19 Music in advertisement 67
20 You refer Google search before making purchasing decision 68
21 The internet advertisement in the website create brand awareness 70
22 You think internet is the most reliable source of information 71
23 You ever shopped online 72

LIST OF FIGURES CHARTS

Table No Particulars Pg No
1 Percentage of men and women 37
2 Criteria of brands 38
3 Information of brands 39
4 The respondents for information of a brand 41
5 Rely on advertisement 43
6 Whether customers change their perception due to advertisement 45
7 Necessary is advertisement in decision making 47
.8 Which influence decision making process 49
.9 What respondents look for in an advertisement 51
10
endorsing it.
53
11 Purchase by getting attracted to a product 54
12 Which change brand loyalty 56
13 Recall from advertisement 57
.14 Highlighted in advertisement
59
15 Will do if there is disparity 61
16 Go to stores by seeing the offers on hoardings and banners 62
17 A product is being experienced 64
18 Repated advertisement in media 66
19 Music in advertisement 67
20 Google search before purchasing 69
21 Create brand awareness 70
22 Internet is a reliable source 71
23 Online shopping 72

EXECUTIVE
SUMMARY
EXECUTIVE SUMMARY

Advertising is a mass communication tool adopted by the marketer to inform the g

eneral public
about their products and offers. It is meant for not only informing the target a
udience but also
persuading them to purchase. As a result of liberalization and changes happening
in the society.

STATZONE MEDIA was incorporated in 2010 by Mr Seshagiri Rao.P. The Statzone medi
a is a
private company. Statzone is a creative boutique agency oozing with ideas. T
hey help their
clients in designing & placing their print ads in various newspapers across the
south India.

The objective of the study is to study the impact of advertising on students b ra

nd preference.
The study also aims to analyze and compare the role of printed and visual media
in influencing
buying behavior. The researcher also aimed to study the reason behind preferring
any brand and
the influence of celebrity on brand choice.
This project helps the impact of advertisement on students b rand preference. It
also
tells how celebrity endorsement impact customers. The study is done only in Beng
aluru City.

The current research design adopted for study in Descriptive Research. The sourc
e of primary
data in this study is through structured questionnaire and personal visits. Seco
ndary data were
collected from Web, Magazines & Journals and Newspapers. Non probability samplin
g has been
chosen for the study. The sampling method adopted was convenient sampling and 15
0 was the
sample
size
.The data
collected
were edited
to
eliminate
errors
and
omissions.
The results of the collected data were summarized in the form of statistical tab
le. Simple
one way tabulation has been used. Simple percentage analysis has been used to an
alyze the
collected data. After analysis inferences were drawn.

The study found that brands are preferred because of its quality followed by
comfort/convenience. Television plays a very effective role in creating
brand awareness
followed by newspapers. Majority of the respondents look for price in an ad. It
is found that
almost 70% of respondents have been influenced to purchase a product because of
celebrity is
endorsing it. It is found that the respondents are ready to switch brand loyalty
if they find a
product which has better value for money and benefits. It is found tha
t advertising the
offers on banners and hoarding not only creates brand awareness but
also induces the
consumers to visit the store.

At the core of brand building is the inherent product quality. However great the
pricing or
promotion strategies are done, unless the brand delivers quality at a
reasonable price, a
successful brand cannot be built. Once a good brand is made it can be promoted t
hrough not
only advertising but all the supportive communication tools like interne
t & outdoor ads.
This can result in a successful brand.

Chapter 1

1
1. Introduction

1. Introduction about the Internship

Internship is an integral part of the academic curriculum of VTU MBA. It is an i

nitiative to bridge the
gap between knowledge and its application through a series of interventions that
will enables student
of VTU MBA program to gain insights and exposure to the industry.
The 10 weeks of Internship has been positioned during 4
th
semester of the MBA program as it services
the twin purpose of providing critical business insights to the students as well
as providing the industry
with graduates of a higher caliber who are ready to go ahead in the world from d
ay one.
Advertising is a mass communication tool adopted by the marketer to inform the g
eneral public about
their products and offers. It is meant for not only informing the target audienc
e but also persuading
them to purchase. As a result of liberalization and changes happening in the soc
iety.

Today, new zones are developing inside of publicizing like occasion administrati
on, picture
administration, web advertising and so forth. Occasion administration wherein oc
casions are advertised,
Image administration where in a specific profile of an individual or an associat
ion is anticipated. Web
showcasing has additionally realized a considerable measure of changes in
promoting as Internet
implies that one is indulging a select gathering of group of onlookers instead o
f a mass crowd.
2
Topic Chosen for Study

Current advertising developed with the boost of mass production in the late nine
teen and early twenty
centuries. Advertising does attempt to influence customers to buy or use more of
a brand of product or
service.

To study the impact that advertising has, the researcher has chosen the topic A
Study on Impact of on
Advertising on Student s Brand Preference

Need for the Study

The study aims to understand the impact advertisement creates on a Stu

dent s preference of a
brand. And how the advertisements in a television, radio, newspaper, hoardings a
nd banners attract a
student to go and purchase the product?
The people who purchase because of the benefits or because they liked the advert
isement.
3

Objectives of the Study

The main objective of the study is to study the impact of advertising on

students brand
preference.

To attain the primary objective, the following secondary objectives were set:

To investigate and study the part of printed and visual media in impacting purch
asing
conduct
To Study the factors that impact the purchase decision making

The cause behind preferring any brand

The influence of celebrity on brand choice

4
Scope of the Study

This project helps in forecast the impact of advertisement on students brand pre
ference. It tells
how celebrity endorsement impact customers. The study is done only in Bangalore
city. The
impact of ad will be different on different segments. This study deal
s only with students
b r a n d preference. The students were selected as youth form the major target
audience for any
advertisements.

Methodology Adopted

Research Design
Research Design is a method to solve the research problem systematically.And inv
olves gathering
data, with the use of statistical techniques. It is a blue print, which is follo
wed to complete the
study.
1. Interviews conducted, observations made, experiments conducted, data analysis
made.
2. Tools used to collect the data such as questionnaire.
3. The sampling method used

The current research design adopted for study in Descriptive Research

Descriptive research is a type of research, very widely used in marketing resear

ch. Survey method
has been used to carry out the study.
5

Data Collection

Data collection can be categorized as under

Primary data: Data collected by the investigator himself/ herself for a speci
fic purpose.

Secondary data: Data collected by other person for some other purpose

The source of Primary data in this study is through Structured Questionnaire and
Personal Visits

Secondary data were collected from Web, Magazines & Journals and Newspapers

Sampling Plan

A sample is a part of the target population which is carefully selected to repre

sent the population

Define the population

Elements: Advertisement

Sampling units: Colleges

Extent: Bangalore city

Time: January 15 to 30
6
Identify the sampling frame: Sampling frame consists of students from

Atria Institute of Technology

Rajiv Gandhi Institute of Technology
Presidency Business School

Sampling Unit: Students

Sampling Methods: Non probability sampling has been chosen for the study. The sa
mpling method
adopted was convenient sampling

Sample Size: 150

Data analysis

The Data collected were edited to eliminate errors and omissions. The results of
the collected data were
summarized in the form of statistical table. Simple one way tabulation has been
used. Simple percentage
analysis has been used to analyze the collected data. After analysis inferences
were drawn
7
Literature Review

A study on influence of advertisement in consumers brand preference miss. Vithye

s vivekananthans

So as to study the impact of Advertisement in Consumer Brand Preference, three f

undamental variables are
considered with proper measurements. They are; Information, Communication and Co
mprehension. The
organized poll was utilized to gather essential information from 200 respondents
. The study found that every
one of the three variables demonstrate high impact of Advertisement in customer
brand inclinat

LalithaBalakrishnan and C.Shalini

Advertisements on the

Kumasr: Effect

of

Celebrity Based

Purchase Attitude of Consumers towards Durable Products

VIP supports are more run of the mill for broadly promoted items than for neighb
orhood or corner business
items and for items, for example, running shoes, sodas and so forth for which th
e value cost edges are clear

John Deightons : The Effect of advertising on brand switching and repeat purchas
ing,
The advertising includes brand switching but does not affect the repeat purchase
rates of consumers
who already purchased the brand, The result consistent with usage dominance more
than framing.
They found that switching influence to be largely confined between the
current and previous
purchases
Thomas Michael: impact of media on consumers brand preference - a stud
y on carbonated
beverage market with reference to coca-cola
The study shows that advertisement is the main source of awareness of Coca-Cola
and Television is the most
effective medium said most of the respondents.
8

Limitations of the Study

1. Full depth study might not be done because due to time requirements

2. Study was conducted in Bangalore city only

3. In some case based information got from respondents

4. Sample size is small, accuracy is less

Chapter 2
9

Industry Profile

Advertising, as we comprehend it today, was not utilized until around 200 years
prior. The type of promoting
for the transmission of data goes back to old Greece and Rome. Proclaimers and s
igns were utilized to convey
data for promoting products and administrations well before the advancement of p
rinting
Amid the seventeenth century, when daily papers began showing up in different pa
rts of the world, daily
papers publicizing started to create. The innovation of printing altered the pro
moting yet daily papers gave it
the fundamental medium for its exceptionally fast development. The principal dai
ly paper had countless.
Toward the end of the seventeenth century, various business daily papers were di
stributed in England and
somewhere else. Prior advertisements in the daily papers were for books, marriag
e offers, new refreshments
and promotions for travel.
Be that as it may, most early daily paper notices were as declarations. Those ea
rly promoters were generally
shippers of items that were new to England. Case in point, the first advertiseme
nt offering espresso was made
in a daily paper in England in 1652. Chocolates and tea were initially presented
through daily paper promotions
in 1657and 1658, individually in England. This publicizing was basically

After the First World War, commercial got built up. Statistical surveying additi
onally came up to the scene.
Radio advertisements in the USA got to be normal. Publicizing movies likewise go
t to be noticeable.

After the Second World War, there was large scale manufacturing; publicizing mov
ement, in this way,
increased.TV
10
Evolution of Advertising in India:

Advertising in India was pioneered by Dattaram & Company in 1906 from Goregoane,
an area in bombay.
Advertising in 2006 completed hundred years of its existence in India. It has sh

aped and has been shaped by

the environment. In its long journey from the megaphone-wielding boys, street pe
ddlers and the sandwich
men to its present format on TV and internet, it has grown from being crude and
simplistic to suave and
sophisticated.

In India about 40 advertising agencies are handling about 82% of business which
stands at a staggering Rs
Ten thousand crore. The rest of the business is shared by about 710 advertising
agencies. There are more than
250000 registered publications out of which two hundred have respectable circula
tion. There are hundred plus
TV channels out of which around a dozen have significant presence. India has mor
e than 121 radio stations,
11
Growth of Advertising in India:

The Indian publicizing has had numerous evolving faces; the pre-freedom advertis
ements were for the
most part about women merchandise, gents garments, voyaging eating spots and st
imulation for the Britishers
in India. Engine autos, power and lift in houses were extravagances in those yea
rs. The maharajas and royal
families were the prized clients. These early advertisements were for
lodgings, four-wheelers, tea,
gramophones, cotton merchandise, customizing shops, and their intended interest
groups were the Britishers in
India, the royal families and the rich strata of society. It is when autonomy an
d the cancelation of the august
request that another conceived white collar class got the consideration of spons
ors.
Indian publicizing has developed to its development and turn out to be extremely
proficient. We have
publicizing clubs in each of the real metropolitan urban areas and have the same
number of as around five
hundred promoting offices competing with one another in charming expansive recor
ds. The promoting club of
Mumbai is the Mecca of Indian publicizing, contributing around 60 for each penny
of the aggregate
charging of the publicizing business.

Future of Advertising in India:

The fate of Indian publicizing is splendid, given that those in the calling reco
gnize the social obligation of
promoting and behave so as to be seen as a vital piece of the financial improvem
ent exertion of the nation.
India s social differing qualities represents a colossal correspondence challeng
e, however this ought not be
utilized as a reason to play to the exhibition.
12
Diverse Phases of Advertising in India:

To start with stage (1900-1947)

Promoting of items started abroad. Indian generation was insignificant. In the i

nitial 50 years of a century ago,
financial development was immaterial. Horticulture developed at a normal rate of
0.01per penny between
Second stage (1947-1977)

India began on the way of confidence and by 1979 she turn out to be pretty much
independent. Right now,
volume of promoting as far as print media was not more than Rs4.5 crore. The mos
t noticeable notice
organizations were JWT, lintas and terrific. By 1979, India turned into a countr
y with the third biggest pool of
specialized labor.

Third stage (1977-2000)

1983 was a point of interest year in light of the fact that TV came in, changing
the Indian lives totally. Inside of
a year, it changed ways of life. Absence of education was no bar for its span. I
t came to almost 71% of the

Indian individuals. Television exhibited the item extremely well and took away t
he dialect boundaries
13
Company Profile

Promoters
STATZONE MEDIA was incorporated in 2010 by Mr Seshagiri Rao. Mr Rao after retiri
ng from Times of
India ventured into ad agency business. They make every effort to achieve Exce
llence Involvement and
Collaboration in their business solutions to the clients.

They strongly believe in

Delivering Business Standards

Commitment to Quality
Market focused progress
Simple Communication

Key people
Mrs Lavanya Mantarala (Creator of Statzone)
Mr Seshagiri Rao (Creator of Statzone Media)
Mr Deepak (Chief Operating Officer)

The Statzone media is a private limited company. They won t Allow shares to the g
eneral public
through the company. The shares are privately held by close family members.
16
Vision & Mission
Vision:

To be the
est quality

most

successful company in

zone of sectors

through b

Mission:

To reach the customer expectations in a easy and different approach.

Statzone takes communication seriously, and they like to listen and they like to
provide best
solutions,

Values:

Respect

Integrity

Diversity

Passionate

17
Services
Today, they had spread their wings to contact more customers the country over to
help their
demographic interface with their purchasers and make corner markets for them. Al

l things
considered, Statzone Ads has concoct an Ad office in Bangalore, a city which is
known as Silicon
Valley of India.
A. TEXT CLASSIFIED ADS

These are minimal effort content promotions where charges are figured
on a for each
word/line premise. These advertisements frequently have a tick imprint,

B.DISPLAY CLASSIFIED ADS

These are high perceivability advertisements which can be occupied with logos/pi
cture if needed.
These Ads are more costly than content advertisements,

C. DISPLAY ADS
These sorts of commercials are the high impact and the costliest kind of promoti
ons. These
notices can be of any size in width/tallness yet ought not be under 3 centimeter
.

D. DOUBLE SPREAD ADS

An advertisement that covers two facing pages (as in a newspaper) , called also
double-page
spread
18
Area of Operations

Being a local agency their area of operations is limited to Bangalore city. They
are located in
Rajajinagar 4
th
block and cater to the classified requirements of their clients anywhere in Indi
a in
any Print Media.

Infrastructure
Agency uses legal softwares (CorelDraw & Photoshop) for its designing requiremen
ts and for
agency management (MS Office).

Competitors of Statzone media

IB&W communication Pvt. Ltd.

Phantom Ideas Pvt. Ltd.
Aspiration Advertising Pvt. Ltd.
Asta Communication Pvt. Ltd.
Enterprise nexus communication Pvt, Ltd
20
SWOT ANALYSIS
STRENGTHS:
Manpower
Experience
Creativity
Brand Equity

WEAKNESS:
Pricing Strategy

OPPORTUNITIES:
Using old clients
Untapped areas like web
Marketing

THREATS:
Tough competition
Changes in the preferences of clients.

Future Growth
Statzone media has plans to venture into online digital marketing
Financial Statement
The companys financial statement could not be included as it was confidential.

Chapter 3
21
Origin and development of advertising
It has been wrongly expected that the advertising capacity is of late
starting point. Proofs
recommend that the Romans working on promoting; yet the soonest sign of its util
ization in this
nation goes back to the medieval times, when the utilization of the surname s
howed a man s
occupation. The following stage in the development of publicizing was the utiliz
ation of signs as a
visual articulation of the tradesman s capacity and a method for finding the wel
lspring of
merchandise. This technique is still in like manner utilization. The vender in p
rimitive times

depended upon his boisterous voice to pull in consideration and illumi

nate buyers of the
accessibility of his administrations. On the off chance that there were numerous
contenders, he
depended upon his own attraction to pull in consideration regarding his stock. F
requently it got to be
fundamental for him to fall back on influence to pinpoint the upsides of this it
ems. Consequently,
the dealer was doing the complete advancement work himself. Improvement of retai
l locations,
made the merchants to be more worried about drawing in business.

As the businesses became bigger and the quantity of clients expanded, the signif
icance of pulling in
them additionally developed. Expanding dependence was set on publicizing strateg
ies for educating
about the accessibility of the items. These publicizing routines were more effic
ient in coming to
expansive quantities of customers. While these publicizing techniques were helpf
ul for educating
and reminding, they couldn t do the entire special occupation.
22
Media of Advertising
Print Media Electronic Media Other Media
Newspaper Radio Hoardings
Periodicals Television Posters
.
Print Media

Print media is a generally utilized medium of promoting by businessperson. It in

corporates
publicizing through daily paper, magazines, diaries, and so forth and is likewis
e called press
promoting.

a) Newspapers

You more likely than not read Newspapers. In our nation daily papers are distrib
uted in English, and
every single local dialect. These are the wellsprings of news, suppositions and
current occasions.
Likewise, Newspapers are additionally an exceptionally basic medium of promoting
. The publicist
conveys his message through daily paper which reaches to a great many individual
s.
23

Advantages

Newspapers ordinarily have wide dissemination and a solitary notice in

the daily paper can
rapidly reach to countless. The expense of promoting is generally low as a resul
t of wide production.

Generally daily papers are distributed day by day. In this way, the sam
e promotion can be
rehashed much of the time and remind peruser consistently.

Limitations

Daily papers are read not long after they are gotten and after that are kept by
and large in some
side of the house following 24 hours we get a crisp daily paper and this makes t
he life of the daily

paper short.
People read daily paper for the most part for news and give careful consideratio
n to notice.

Illiterate persons can t read and consequently, daily paper publicizing does not
advantage
24

b) Periodicals
Periodicals are distributions which turn out consistently yet not every day. The
se may be distributed
on a week by week, fortnightly, month to month, bimonthly, quarterly or even yea
rly premise. For
instance you probably go over magazines and diaries like India Today, Femina, an
d so forth. All
These periodicals have an extensive number of perusers and in this way, notices
distributed in them
achieve various individuals.
.

Advantages

Periodicals have a chosen readership thus publicists can think about their objec
tive clients and as
needs be specific promotions are given.

Limitations

 Adv ertising in periodicals is costlier.

The quantities of individuals to whom the promotion achieve are little in correla
tion to daily
25
Electronic Media

This is an extremely prevalent type of publicizing in the current showcasing. Th

is incorporates
Radio, TV and Web.

Radio Advertising

Every one of us are mindful around a radio and more likely than not heard notice
for different items
in it. In radio there are short breaks amid transmission of any project which is
filled by notices of
items and administrations.
Advantages
It is more viable as individuals hear it all the time.

It is additionally valuable to uneducated people, who can t read and compose.

Th ere are spots where daily papers perusing may impractical, however you can he
ar

Limitations
A standard audience may recall what he has listened. Be that as it may, intermit
tent audience

members have a tendency to overlook what they have heard in Radio.

In examination to Television, Radio is less powerful as it needs visual e

26

Television Advertising

With quick development of data innovation and electronic media, TV has topped th
e rundown
among the media of promoting. Television has the best effect as it engages
both eye and the ear.

Advantages
It is best as it has a varying media sway.

With infectious mottos, melody and move arrangements, well known identi
ties showing
items, TV publicizing has an enduring effect.

Limitations
TV notices are typically costly to plan and to broadcast.

With each producer attempting to impart their message through TV publicizing the
effect among
the viewers is likewise decreasing.
27

Internet
It is the most recent technique for correspondence and social affair data. On th
e off chance that you
have a PC and with an entrance to web you can have data from everywhere througho
ut the world
inside of a small amount of second. Through web you can go to the site of any pr
oducer or
administration supplier and accumulate data.

Advantages
Information from everywhere throughout the world is made accessible at the doors
teps.
Us er can see the ad at their own time and according to their necess

Limitations
It is not open without a PC.
It is not exceptionally suitable for overall populat

Other Media
All the media of promoting talked about above are for the most part utilized by
customers while
they are at home or inside any room, aside from radio and daily papers or magazi
nes to some
degree.

Hoardings
While proceeding onward streets you more likely than not seen extensive hoarding
s set on iron
edges or rooftop tops or dividers. These are regularly sheets on which ads are p
ainted or

electronically outlined with the goal that they are unmistakable amid day or nig
ht.
28

Posters
Publication are printed and posted on dividers, structures, spans and
so on to draw in the
consideration of clients. Blurbs of movies which are screened on film corridors
are a typical sight in
our nation.

Vehicular displays
You more likely than not seen ads on the general population transport like trans
ports, trains, and so
forth. Not at all like hoardings these vehicles offer portability to commercials
and spread a
substantial number of individuals.

What is Advertisement?
Commercial is a mass specialized apparatus expected to influence purchasers to p
urchase items with
a perspective to boosting an organization s benefits.

The elements of advertising are:

It is a mass correspondence coming to an expansive gathering of shoppers.

 It makes large scale manufacturing conceivable.

It is non-individual correspondence, for it is not conveyed by a genuine individ

ual, nor is it tended
to a particular individual.
29

Advertising Objectives

Every promotion is a particular correspondence that must be powerful for one cli
ent, as well as for
some objective purchasers. This implies that particular targets ought to be set
for every specific
notice crusade. Publicizing is a type of advancement and like an advancement; th
e destinations of
promoting ought to be particular. This obliges that the objective buyers ought t
o be particularly
recognized and that the impact which publicizing is proposed to have upon the pu
rchaser ought to be
unmistakably shown. The targets of publicizing were generally expressed as far a
s immediate deals.
Presently, it is to view publicizing as having correspondence targets that look
to advise influence
and help potential clients to remember the value of the item.

The basic objectives of an advertising program may be listed as below:

To empower deals amongst present, previous and future purchasers.

To correspond with shoppers. This includes choice with respect to duplicate;

To hold the dependability of present and previous shoppers. Publicizing may be u

tilized to promise
purchasers that they have made the best buy
30

Objections to advertising

Is it more disturbing than exciting?

Is an interruption into an as of now too much dirtied environment?

Adv ertising coordinated at kids.

Importance of Advertising

Whether it is a serial in a provincial satellite station or an One Day Internati

onal cricket match, there
is a relentless stream of promotions, which mess the business break. Entrenched
brands endeavor to
support brand review while new ones have a go at speaking to planned buyers to g
et into their

consideration set. There are promotions for kids, housewives and yout
h.
there is an in
number need to consider the viability of these notices. The thought is not to st
op promoting but
rather to consider how choices would need to be considered with non-publiciz
ing options.
These non-publicizing options might likewise empower a brand to make and mai
ntain reliable
affiliations, which may be alluring regarding long haul suggestions.
31

Brand Awareness
Brand mindfulness measures the openness of the brand in memory. Brand mindfulnes
s can be
measured through brand review or brand acknowledgment. Brand review mirrors the
capacity of
buyers to recover the brand from memory when given the item classification, the
needs satisfied by
the class, or some other sort of test as a prompt

Brand Knowledge
Brand learning alludes to brand mindfulness (whether and when shoppers know the
brand) and
brand picture With every lower-level component gives the establishments of the m
ore elevated
amount component. As it were, brand connection comes from reasonable and passion
ate brand
assessments, which get from useful and enthusiastic brand affiliations, which ob
lige brand
mindfulness. Brand learning measures are in some cases called customer mindset

Brand Image

Brand picture is characterized as buyer impression of a brand and is measured as

the brand
affiliations held in purchasers memory. To gauge brand picture, you can either
utilize and adjust a
current rundown of brand affiliations or begin without any preparation by inspir
ing brand affiliations
and after that measuring the quality of these affiliations. The result of this a
ctivity is normally a
short rundown of the positive and negative affiliations shoppers have with the b
rand, positioned by
quality. For examination purposes, it is helpful to report the normal quality of
every relationship
with the brand and the quality of the relationship with contending brands, and t
o do this for every
objective.
32
Brand Recognition

Brand acknowledgment mirrors the capacity of shoppers to affirm former introduct

ion to the brand
In an acknowledgment assignment, shoppers see a boost

It is critical to make the assignment as reasonable as could be expected under t

he circumstances by
permitting just a short measure of time to answer the acknowledgment question an
d by utilizing
sensible boosts and setting. On the off chance that you need to utilize acknowle
dgment as a
measure of the execution of distinctive advertising choices (say, diverse logos
or advertisements),
you ought to open one gathering to one rendition of the objective boost and anot
her gathering to the
next form of the objective jolt. On the other hand, to make the assignment more
practical,

Brand preference

Individuals start to create inclinations at an early age. Inside of any item cla
ss, most buyers have a
gathering of brands that embody their inclination set. These are the four or fiv
e up business sector
marks the customer will consider when making a buy. At the point when building i
nclination, the
objective is to first get on the customer s inclination sets, and after that to
climb the set s chain of
command to turn into the brand buyers lean toward the most their up business bra
nd. Picking up
and keeping up purchaser inclination is a fight that is never truly won.

Brand inclination is the Selective interest for an organization s image as oppos

ed to an item; the
extent to which customers lean toward one brand over another. While trying to co
nstruct brand
inclination promoting, the publicizing must convince an intended interest group
to consider the
benefits of a brand, frequently by building its notoriety for being a since quit
e a while ago settled
and trusted name in the business.

33
Brand Endorsement by Celebrities
The rationale behind aggregate marking may be decocted as an endeavor to amalgam
ate differing
exercises to win client inclination. The crescendo of big names underwriting bra
nds has
.
A VIP steady with the right brand, to the right degree, at the correct time, for
the right reason and in
the right way that is difficult." Celebrity supports are affected by uprightness
of the accompanying
thought processes
1.Instant Brand Awareness and Recall

2 Celebrity qualities characterize, and revive the brand picture

3 Celebrity adds new measurements to the brand picture

4 Instant validity or desire PR scope

5 Convincing the customers

6. absence of thought s
34
Advantages of a Celebrity Endorsing a Brand

Foundation of Credibility: Approval of a brand by a star cultivates a feeling of

trust for that brand
among the intended interest group - this is particularly valid if there should b
e an occurrence of
new items
Guaranteed Attention: Celebrities guarantee consideration of the objective gathe
ring by breaking
the mess of promotions and making the notice and the brand more perceptible.
PR Coverage: This is another purpose behind utilizing big names. Chiefs see big

names as topical,
which make high PR scope.
Higher Degree of Recall: People tend to proportionate the identities of the VIP
with the brand, in
this manner, expanding the review esteem.

Psychographic Connect: Celebrities are cherished and loved by their fans and pub
licists utilization
stars to benefit from these sentiments to influence the fans towards their image
.

Demographic Connect: Different stars bid diversely to different demographic sect

ions
35
Disadvantages of a Celebrity Endorsing a Brand

The Vampire Effects: This wording relates to the issue of a big name eclipsing t
he brand. On the off
chance that there is no congruency between the superstar and the brand, then the
gathering of
people will recollect the VIP and not the brand.
Irregularity in the Professional Popularity of the Celebrity: The big name may l
ose his or her
prominence because of some breach in expert exhibitions.
Multi Brand Endorsements by the Same Celebrity would Lead to Over-presentation:
The oddity of
a big name underwriting gets weakened in the event that he does an excess of sup
ports
36

Influence of advertising on consumers brand preference

The quintessence of being ready to go by any business outfits is to deliver for

deals and benefits.

Keeping in mind the end goal to stay in business an association must create enou
gh deals from its
items to take care of working expenses and post sensible benefits. For some asso
ciations, deals
assessment is the beginning stage in planning or benefit arranging.
It is so in light of the fact that it must be resolved, as a rule, before creati
on units could be touched
base at while generation units will thusly influence material buys. On the other
hand, taking choice
on deals is the most troublesome assignments confronting numerous business offic
ials.
This is on the grounds that it is hard to foresee, appraise or focus with exactn
ess, potential clients
requests as they are wild variables outside to an association. Considering, alon
g these lines, the
significance of offers on business survival and the association in the middle of
clients and deals, it
is convenient for associations to take part in program that can impact shoppers
choice to buy its
items. This is the place publicizing and brand administration are pertinent. Pub
licizing is a subset of
advancement blend which is one of the 4ps in the advertising blend i.e. item, va
lue, spot and
advancement

Chapter 4
37

1: Gender of Respondents

Gender
No of respondents
Percentage
Male 86
57
Female 64
43
TOTAL 150
100

The percentage of men and women

64
43%
86
57%
Male
Female

Inference

It can be inferred that majority of the respondents are men.

38
2: Why the brands are favored by the respondents?
Preference criteria No. of Respondents Percentage
Quality 62 41
Comfort/Convenience 42 28
Style 23 15
Reliable 16 11
Features 7 5
Total 150 100

The preference criteria of brands.

23
15%
7
16
5%
11%

42
28 %

62
41%

Quality
Comfort
Style
Reliable
Features

Inference
The major reason for preferring any brand is found to be Quality. Thus it can be
inferred that
quality is at the core of brand preference. Comfort is the second most preferred
criteria which
mean
respondents
looks
for
comfort/convenience
in
adopting
a
brand.

39
3: What is the source of information of the brands?

Information Source No. of Respondents Percentage

Newspapers 32 21
Television 66 44
Radio 6 4
Internet 10 7
Hoardings 11 7
Word of mouth 25 17
Total 150 100

3 The source of information of

brands
25
17%
10
7%
11
7%
6
4%
32
21%

66
44%
Newspapers
Television
Radio
Internet
Hoardings
Word of mouth

Inference
The most vital wellspring of data is TV trailed by news papers and informal. TV
and daily paper
being broad communications are discovered to be extremely compelling in making b
rand
mindfulness.
Verbal
exchange
is
additionally
a
well
known
wellspring
of
data

40
4: If you are searching for information of a brand which media will you look for
?

Media Preference No. of Respondents Percentage

Print media 25 17
Electronic media 79 53
Other media 17 11
Word of mouth 29 19
Total 150 100

The media used by the respondents for

information of a brand
29
19%
25
17%
17
11%

79
53%
Print media
Electronic media
Other media
Word of mouth

41

Data analysis :
In this outline the respondents have said in regards to their inclination of med
ia to get data about
their brands. 53% have said that they lean toward electronic media like TV, web
17% have voted
in favor of print media like daily paper, magazines, and 19% said that they run
with verbal
exchange from companions, family, relatives, and so forth and 11% picked other m
edia.

Inference

It can be deduced that TV is the most favored media by the respondents for data
about the
brands took after by overhearing people s conversations.

42
5: Do you rely on advertisement?
Do you rely on
Advertisement
No. of Respondents Percentage
Yes 58 39
No 24 37
Sometimes 56 16
Rarely 12 8
Total 150 100

whether the respondents rely on

advertisement

56
37%
12
8%

24
16%
58
39%
Yes No
Sometimes
Rarely
43

Inference
The respondents were asked whether they put stock in commercials. 39% said that
they depend
on ads and use the data given. 37% said that they don t accept, 16% said that th
ey here and there
accept on the off chance that they discover the data reasonable, and 8% once in
a while accept.
Subsequently it can be deduced that more than 60% of the respondents depend on p
romotions
hence commercial s unwavering quality is high.

44
6: Do you change your perception of a product by just seeing the advertisement?

Change of perception
due to advertisement
No. of Respondents Percentage
No 21 14
Rarely 18 12
Sometimes 59 39
Yes 52 35
Total 150 100

whether customers change their perception

due to advertisement

21
14%
No
52
35%

18

59
39%
12%
Rarely
Sometimes
Yes

Inference
In this chart respondents were asked if they change their thinking about a produ
ct after seeing
advertisement. 14% said that they never change their perception after seeing an
advertisement
whereas the remaining 86% were of the opinion that ads had made them change thei
r perception
of the brand. Thus it can be inferred that advertisements play an important role
in changing
perception of the people.

7: Do you think advertisement is necessary for your decision making?

Necessity of Advertisement In
Decision Making

No. of Respondents Percentage

Not Necessary 34 23
Sometimes Necessary 30 20
Necessary 26 17
Always 60 40
Total 150 100

How necessary is advertisement in

decision making

60
40%

26
17%
34
23%
30
20%
Not Necessary
Sometimes Necessary
Necessary
Always

46

Inference
In the overview respondents were asked the amount they feel ad is essential in t
heir choice
making. 40% said that it is constantly vital in choice making, 20% said that not
ice now and again
has essential impact when they take a choice, 17% said that it is fundamental an
d 23% said that
promotion is a bit much in choice making. In this way it is seen that very nearl
y 77% of the
respondents were of the sentiment that promotion is important for thei
r choice making.

47
8: What are the factors which influence your decision making process?

Factors Influence Decision Making Process No. of Respondents Percentage

Product utility 50 34
Features 29 19
Advertisement 37 25
Cost 20 13
Opinion of friends 9 6
Other 5 3
Total 150 100
The factors which influence decision
making proces
9
5
Product utilize
20
6%
3%
50
13%
34%
Features
Advertisement
Cost
37
25%
29
Opinion of friends
19%
Other

48
49

Data analysis

This graph demonstrates the components which a respondent will be impacted by to

choose to
purchase an item. 34% of the respondents said that item utility impact their cho
ice making
process, 19% said that the elements of the item will impact them, 25% said that
ad will impact
them to choose as they will get heaps of data about the item, 13% said that the
expense of the
item makes them choose to purchase an item, 6% said that they will pass by the f
eeling of
companions and rest 3% said that there may be different elements which will impa
ct them to
choose.

Inference

It is found that item utility is an essential consider choice making procedure t

ook after by
commercial. Hence the advertiser needs to impart on pro duct ut
ility
through ads
50
9: What do you look for in an advertisement?

Advertisement
respondents Percentage
Price 59 40
Product 32 21
Brand image 20 13
Endorsers 18 12
Offers 10 7
Quality 11 7
Total 150 100

what respondents look for

in an advertisement
10
11
7%
7%
18
12%
20
13%
21%

59
40%

32

Price
Product
Brand image
Endorsers
Offers
Quality

Inference
In the overview the respondents were asked what are the viewpoints that they fin
d in a notice
40% said that they see the value, 21% said that they see the item advantages dem
onstrated in the
commercial, 13% see the brand picture, 12% see the endorsers, 7% see the offers
given and 7%
see the nature of the item indicated in the advertisement. Along these lines Pri
ce assumes a
critical part for the customers and subsequently lion s share of them search for
cost in a notice

51
10: Do you purchase a product just because your favorite celebrity is endorsing
it?

Endorsing
Respondents Percentage
Yes 72 48
No 50 33
Sometimes 28 19
Total 150 100

Respondents purchase a product because their

favourite celebrity is endorsing it.

50
33%
28
19%
72
48%
No
Sometimes

Yes

52

Inference
In this graph the inquiry to the respondents was whether they buy an item on the
grounds that
their most loved big name is underwriting a specific item. It is found that righ
t around 70% of
respondents have been impacted to buy an item in light of the fact that their mo
st loved big name
is supporting it. Hence it can be finished up from this that big name supports a
re valuable in not
just pulling in the group of onlookers towards the advertisements and
break the disarray
additionally in impacting the buys.

53
54
11: Do you purchase a product just by getting attracted to the product?

The Product
Respondents
Percentage
No 45 40
Rarely 29 19
Sometimes 60 30
Yes 16 11
Total 150 100

Purchase by getting attracted to a product

45
40%
16
11%
60
30%

29
19%

No Rarely
Sometimes
Yes

Inference
As indicated by the review 11% respondent said that they purchase an item by get
ting pulled in to
it,40% said that they don t purchase by getting pulled in, 30% said that occasio
nally by getting
pulled in they purchase the item and 19% said that once in a while they get pull
ed in and buy an
item. Item fascination is a central point in making the individuals to purchase
an item. Bundling
is one of the courses in making the item
appealing.
55
12: Which are the factors in an advertisement which will make you change your br
and
loyalty?

Loyalty Respondents Percentage

Benefits 35 23
Value For Money 50 33
New Features 28 19
Discount 19 13
Word Of Mouth 18 12
Total 150 100

which change brand loyalty.

19
13%

28
19%
18
12%
35
23%

50
33%

Benefits
Value For Money
New Features
Discount
Word Of Mouth

Data analysis
The respondents were asked what are the reasons which will roll out them improve
ment their
image devotion. 23% said that the advantages of another item may roll out them i
mprovement
their image unwaveringness,33% said that the worth for cash may roll out them im
provement,
19% said that new components in another item may propel them, 13% said rebates o
ffered by
another brands may make them switchers,.

Inference
In this manner advertisers need to always rival different brands to convey estee
m for cash or they
will wind up losing their clients to their rivals.

56
57

13: When hear the name of a brand through advertisement what do you recall?
Recall Respondents Percentage
Music 56 43
Tag Line 27 21
Endorsers 21 16
Product 26 20
Total 150 100

what the respondents recall from

advertisement

21
16%
26
20%

27
21%
56
43%
Music Tag
Line
Endorsers
Product

Inference
The respondents were asked what they can review after they see or hear a commerc
ial. 43% of
the respondents said that they can review the music which was played in the comm
ercial, 21%
can recollect the zinger, 16% recall the brand endorser, 20% can review just the
item. This makes
it obviously apparent that music in a commercial makes it feasible for shoppers

to review the
specificbrand.
58
14: What are the things that should be highlighted in an advertisement?

Highlighted
Respondents Percentage
Benefits 30 20
Tag Line 40 27
Brand name 26 17
Company name 18 12
Endorsers 12 8
Product features 24 16
Total 150 100

advertisment
highlited in

12
8%
18
12%
24
16%
30
20%

40
Benefits Tag
Line Brand
name
Company name
26
17%
27%
Endorsers
Product features

Data analysis
Through this outline it is indicated what are the things that ought to be given
more need in a
notice.20% of the respondents said that the advantages of an item ought to be hi
ghlighted, 27%
said that the punch line ought to be highlighted so that the clients can review
and their image
inclination will expand, 17% said that the a brand name ought to be highlighted,
12% said that
organization name ought to be given more need, 8% said that endorsers ought to b
e gotten the
lime light, and rest 16% said that the elements of the item ought to be highligh
ted.

Inference

This ought to be trailed by item advantages since it has significant impact in b

uy.

59

15: What will you do if there is a disparity in your view of the product & your
friend?

disparity
Respondents Percentage
Believe My Friend 39 26
Go With My View 63 42
Refer Advertisements 29 19
Refer Internet 19 13
Total 150 100

There is disparity

29
19%
19
13%

63
42%
39
26%

Believe My Friend Go
With My View Refer
Advertisements Refer
Internet

60

Data analysis

The respondents were inquired as to whether they discover dissimilarity

between their
perspective of an item and perspective of others, what they will do. 26% said th
at they will accept
their companion and change their perspective, 42% said that they will investigat
e and run with
their own perspective, 19% said that they will allude to commercial and rest 13%
will allude web
to get the right data.

Inference

Very many
te
their

respondents
allude
perspective.

to

Ads

(or)

web

to

elucida

61
62
16: Are you prefer going to any store just by seeing the offers on hoardings
and banners?
hoardings
No 15 10
Rarely 22
Sometimes
Yes 75 50
Total 150

and banners Respondents Percentage

15
38 25
100

hoardings and banners

75
50%
15
10%

38
25%

22
15%

Banners
No
Rarely
Sometimes
Yes

Inference
The respondents were inquired as to whether they go to stores by seeing the offe
rs on hoardings
and flags. half of the respondents said that they visit the stores by seeing the
offers on flags and
accumulating, 25% said once in a while they do and 15% said that it once in a wh
ile happens that
they see and go to shop. Through this it can be inferred that promoting the offe
rs on standards
and accumulating makes brand mindfulness as well as actuates the buyers to visit
the store.
63
17: After your experience any product do you convey the message to o
thers ?

A
Product
Respondents Percentage
No 20 13
Rarely 40 27
Sometimes 20 13
Yes 70 47
Total 150 100

a product is being experienced

70
47%
20
13%

20
13%

40
27%

No Rarely
Sometimes
Yes

Inference
The respondents were inquired as to whether they pass on through verbal their ex
perience of
utilizing an item regardless of whether it was sure or negative. 47% of the resp
ondents said that
they pass on through informal exchange to their loved ones after they utilize an
item, 13% said
that they don t do as such, 13% said that occasionally they do it if the item ha
s some issue and
8%said that they infrequently spread verbal. It can be found that person are soc
ial creatures who
tend to impart their sentiments and encounters to others. Thus just about 90% of
respondents
have communicated their inclination to impart their experience of the item to th
eir companions
and others.
.

64
65

18: What is your response to repeated advertisement in TV\Radio?

Response to repeated Respondents Percentage

Get Irritated 80 53
Change the Channel 40 27
Enjoy the Advertisement 30 20
Total 150 100

advertisement in media

40
27%
30
20%

80
53%
Get Irritated
Change The Channel
Enjoy The Advertisement
66

Inference
In this question the respondents were requested that give an input about rehashe
d promotions
which are demonstrated in distinctive media particularly electronic media. 27% s
aid that they
change the channel when advertisements are rehashed, 53% said that they get dist
urbed and rest
20% said that they appreciate the promotions when they are rehashed.

Inference
Notice redundancy makes the viewer to get disturbed and change the channel.
67
19: How imperative is music in ad?
Music In
Advertisement
Respondents Percentage
Not Important 40 27
Sometimes Important 50 33
Very Important 60 40
Total 150 100

music in advertisement

60
40%

50
33%
40
27%

Not Important
Sometimes Important
Very Important

Inference
In this study the respondents were asked the amount they feel music is essential
in an
advertisement. 40% of the respondents said that music assumes a critical part in
ads, 33% said
that occasionally it is imperative and 27% said that music is not vital in adver
tisements. This
overview demonstrates that music in a commercial helps the nature of a notice fu
rthermore
68
20: Do you refer Google search before making purchasing decision ?

Before
Purchasing
Respondents Percentage
Never 30 20
Rarely 40 27
Sometimes 20 13
Always 60 40
Total 150 100

search before purchasing

60
40%
30
20%

40

Never

Rarely
Sometimes
20
13%
27%
Always

Data analysis

In the overview the respondents were inquired as to whether they allude google s
eek before
obtaining a product.13% said that they once in a while allude google pursuit to
discover about the
item before buying it. This likewise acquires light that now a day s kin are inn
ovatively mindful
and do look before they purchase. 20% said that they don t go for google seek, 4
0% said that
constantly whatever be the item they allude web before they buy, and 27% of the
respondents
once in a while do that if the item is of exceptionally significance.

Inference

Henceforth it can be said that before taking buy choice 80% respondents allude t
o google look for
steady data to approve their buy choice.

69
70
21: The internet advertisement in the website create brand awareness?

Brand Awareness
Respondents Percentage
No 20 13
Rarely 22 15
Sometimes 28 19
Yes 80 53
Total 150 100

brand awareness

80
53%
20
13%

28
19%

22
15%

No Rarely
Sometimes
Yes

Inference
In this overview 53% of the respondents said that web makes brand mindfulness, 1
3% said that it
doesn t make brand mindfulness, 19% said that it once in a while makes brand awa
reness,15%
said that once in a while it does as such. This demonstrates that promotions on
web make brand
mindfulness.
71
22: Do you think internet is the most reliable source of information?
Reliable Respondents Percentage
No 30 20
Sometimes 40 27
Yes 80 53
Total 150 100

reliable source

80
53%
30
20%

40
No
Sometimes
Yes
27%

Inference
Almost 80% said that internet is a very reliable source. This means that custome
rs believe in
internet advertisement which will help in creating good brand preference.
72
23: Have you ever shopped online?

Shopping
respondents Percentage
No 10 7
Rarely 40 27
Sometimes 30 20
Yes 70 46
Total 150 100

online shopping
10
7%
70
46%
40
No Rarely
27%
Sometimes
Yes
30
20%

Inference

46% have said that they have done on line shopping. Almost 93% of the respondent
s have
shopped online sometimes or the other. This shows change in retailing scenario

Chapter 5
73
Findings
Brands are preferred because of its quality followed by comfort/convenience.
Television plays very effective role in creating brand awareness followed by
newspapers.
Electronic media create awareness about the brands where as word of mouth helps
in
creating brand comprehension.
Advertisings reliability is found to be high among the respondents
Advertisements play an important role in changing perception of the people.
77% of the respondents were of the opinion that advertisement is necessary for t
heir
decision making. This shows the importance of advertisements.
It is found that product utility is an important factor in decision making proce
ss followed
by advertisement.
Majority of the respondents look for price in an advertisement
It is found that almost 70% of respondents have been influenced to purchase a pr
oduct
because their favorite celebrity is endorsing it.
Product attraction is a major factor in making the people to buy a product.
It is found the respondents are ready to switch brand loyalty if they find a pro
duct which
has better value for money and benefits
Music in an ad makes it possible for consumers to recall the particular brand
.
It is found the tagline and product benefits should be highlighted in an adve
rtisement
In case there is a disparity in the view of the product with others, the respon
dents were
found to go with their own view rather than get influenced by others view.
It is found that advertising the offers on banners and hoarding not only creates
brand
awareness but also induces the consumers to visit the store.
Almost 90% of respondents have expressed their tendency to share their experienc
e of
the product with their friends and others.
Ad repetition makes the viewer to get irritated and change the channel.
Music in an ad boosts the quality of an ad and also it creates a positive impact
on brand

preference.
74
Before taking purchase decision 80% respondents refer to google search for suppo
rtive
information to validate their purchase decision.
Ads on internet are found to create brand awareness.
Almost 80% said that internet is a very reliable source of information.
Almost 93% of the respondents have shopped online sometimes or the other.
75
Suggestions

Companies should research continuously for quality improvement.

It is suggested that company should build inherent quality in their brands which
will lead to
brand preference.
As electronic media is found to be very effective in creating brand awareness. C
ompanies
should devote more of their promotions budget to advertising.
It is suggested that company should mention price in their advertisem
ent as most of
customers looks for it.
Celebrities could be used for endorsements as they not only attract the audience
but also
influence their purchases.
Companies can go for attractive packaging in order to get the product attracted
by the
customers.
It is suggested to provide value for money in the brands as respondents are foun
d to switch
brand loyalty for the reason.
It is suggested to highlight the tagline and product benefits in the advertiseme
nts as they have
a major influence in purchasing.
Companies can go for outdoor advertisements as it induces the customers to vi
sit the store.
Though ad repetition help in better recall of the brand, it leads to irritation
among the
respondents and hence care should be taken to avoid too much reputation
76

Conclusion

As indicated by this study it was found that individuals notice ads and the mi
ndfulness level of

the brand is great simply because of commercials.

Based on this study it can be said that TV & news paper notices have more reach
to the
individuals. Clients favor TV in examination to other media since they get both
the sound and
visual impact

At the core of brand building is the inherent product quality. However great the
pricing or
promotion strategies are done, unless the brand delivers quality at a reasonable
price, a successful
brand cannot be built

Once a good brand is made it can be promoted through not only advertising but al
l the supportive
communication tools like internet & outdoor ads. This can result in a successful
Brand.
77
BIBILOGRAPHY

Books
Foundations of Advertising - Chynawalla (&) Sethia.
Advertising Management - Rajeev Batra (&) Jhon G.myers.

Websites
www.wikipedia.com
www.Statzone.com
78
ANNEXURE

1. Gender
Male

Female

2. Why the brands are preferrad by the respondants?

Quality Comfort Style Reliability Features
3. What is source of informztion of the brands?
Newspapers Television Radio Internet Hoardings Word of mouth
4. u are searching for of a brand which media will you look for?
Print media Electronic media Other media Word of mouth
5. You rely on advertisement?
No Rarely Sometimes Yes
6. You change ur peraeption of a product by just seaing the advertisement?
No Rarely Sometimes Yes
7. Do You think advertisement is necaessary for your decisson making?
Not necessary Sometimes necessary Necessary Always
8. Which are the factors which influencs your decisson making process?
Product utility Features Advertisement Cost Opinion of friends Other
9. Do you look for in an advertisement?
Price Product Brand image Endorsers Offers Quality
10. Do you purchase a product just coz your favorite celebrity is endorsing it?
Yes No Sometimes
79
11. Do you purchase a product just by gettinf attracted to the product?
No Rarely sometimes Yes
12. Which are the factors in an advertisement which will make you change your br
and
loyalty?
Benefits Value for money New features Discount Word of mouth
13. If you hear the name of a brand grom advertisement what do you recall?
Music Tag Line Endorsers Product
14. What are the things that should be highlightg in an advertisement?
Benefits Tag line Brand name Company name Endorsers Product

 Features
15. What will you do if there is a disparies in your view of the product & your
friend?
Believe my Friend Go with my view Refer advertisement

Refer internet

16. Do you prefer going to any store just by seeing the offer on hoardings and b
anners?
No Rarely Sometime Yes
17. After you
ge to others
?

experience

any

product

do

you

convey

the

No Rarely Sometime Yes

18. What is your response to repeated advertisemants in TV\radio?
Get Irritated Change the channel Enjoy the advertisement
19. How important is songs in advertisement
Not important Sometimes important Very important
20. Do you refer Googla search before making purchasing decision?
Never Rarely Sometimes Always

21. Does the internet advertisement in the URL create brand awareness?
No Rarely Sometimes Yes
22. Do you think internet is the most reliablez source of information?
No Sometimes Yes
23. Have you ever shopped online?
No Rarely Sometimes Yes

messa

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