MARKETING

SUMMER INTERNSHIP TRAINING
TO STUDY THE IMPACT OF ADVERTISEMENT ON CONSUMER

BUYING BEHAVIOUR FOR SYNERGY ADVERTISING COMPANY
SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE

AWARD OF THE DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION

TO
BANASTHALI VIDYAPEETH
Submitted by:
Name of Candidate: _________________
Registration No.: _______________
Under the supervision of
Dr. _________________
ASSOCIATE PROFESSOR
1
DECLARATION
I hereby declare that the entire work embodied in the project report entitled “To Study The
Impact Of Advertisement On Consumer Buying Behaviour For Synergy Advertising
Company” has been carried out under the advertising head and guidance of senior manager
(___________________-), department of Advertisement. The matter presented in this
report incorporates the results of independent investigation carried out by me. To the best
of my knowledge, no part of this report has been submitted for any degree or diploma to
the Banasthali Vidyapith University.
Date: -
Student name: ____________
2
ACKNOWLEDGEMENT
I would like to express my sincere gratitude to my advertisement Head Mr. _____________

for providing their invaluable guidance, comments and suggestions throughout the course
of the project. I would especially thanks to all members of Advertisement team for
constantly motivating me to work harder.
Also I would like to thanks my Advertisement team for his help during the preparation of
the report and providing me an overview of the all sales functions image processing.
I also want to appreciate the guidance given by our Mentor Dr. ______________ as well
as the panels especially in our project presentation that has improved my presentation skills
thanks to their comment and advices.
__________________
3
PREFACE
In the current era of information explosion and the world of media, advertisements play a
major role in changing the behavior and attitude of consumers towards the products shown
in the advertisements. The advertisements not only change the way of product is consumed
by user but alter the attitude with which they look at the product. All over the world,
advertisements have been used since ages for a wide variety of brands. For over the last
two decades, a sharp increase in advertisements per brand can be witnessed.
Advertisements have great influence in purchasing decision of customers for particular
brands. It is a ubiquitously accepted fact that advertisements can bestow special attributes
upon a product or service that it may have lacked otherwise. The present study focuses on
identifying the influence of advertisements on the consumer behavior and attitude. An
effective advertising plan is only one part of overall marketing plan. Effective advertising
and promotional materials are born from strong marketing plan. A business wants
everything integrated and working together.
The title of this project is “The impact of advertisement on consumer buying behavior
for Synergy Advertising Company ”. The main objective of this research is to identify the
impact of advertisement on customer buying behavior for goods. Researcher has used the
both primary and secondary data to accomplish all the research objectives. Primary data
was collected through questionnaire survey. Researcher has used the structured
questionnaire to gather the primary data. Researcher has also done hypothesis test as a
statistical tool.
4
CONTENTS
S.No. Topic Page No.

1 Certificate i
2 Acknowledgement 3
3 Preface 4
4 Contents 5
5 Introduction 6
6 Company Profile 18
7 Literature Review 28
8 Objectives of the study 45
9 Research Methodology 46
10 Analysis & Interpretation of data 47
11 Conclusion & Suggestion 58
12 Bibliography 62
13 Questionnaire 64
5
CHAPTER – 1
INTRODUCTION
Purpose of the Study
 To identify the factors affecting buying behavior of customer

 To analyze that brand name or price which is more important while buying?
Context of the Study
This study has been conducted to investigate the impact of advertisement on consumer
behavior. This paper aims to explore the role of advertisement on attitudes towards buying
behavior. A questionnaire has prepared to evaluate the impact of advertisement. An
Advertisement is one of the topical strategies of many brands for the promotion of their
product. The purpose of mass advertisements is to gain attention for the product, ensuring
prolonged association with consumers, or for the purpose of recall of their product in
customers’ mind. It proceeds to analyze the impact of advertisements in influencing the
consumer’s attitude to purchase the products. Today, most of the advertisements come with
‘celebrity endorsements’ which act as a credible means of spending money. This could be
for the reason of their social standing. People want to wear the “right” clothes, drink the
“right” beverages and use the “right” fragrances and buy “right” durables. Studying the
attitude of consumers, it can be stated that if a consumer observes messages for two
different firm’s products, one product’s message containing a better advertisement and the
other not, believes the better advertisement’s product will definitely have more features
and so be of higher value.
6
Significance of the Study
This research identifies the factors affecting buying behavior of customer. This research
analyzes that brand name or price which is more important while buying?
Theoretical framework
As particularly talking about Indian Market advertisements also have huge impact as
current market is focused on advertisements to increase their productivity. As the Second
Largest populated country in the world, India plays a huge role in global economical
market. Many companies have realized through extensive research on Indian economy that
Indian consumers are hugely influenced by different methods of advertisements. Indian
consumers mostly use to purchase the products, with only ads in mind.
Advertising is a growing business in India today. It has been gaining importance in its
economy. The significance of advertising continues to increase year by year. The host of
new products marketed, the expenses and the risks involved in launching them, and the low
cost of personal selling are among the conditions which have placed a heavy responsibility
on the advertising industry. In India, with its growing productive capacity and output, there
is a need for finding consumers for this growing output, and advertising plays an important
role in the process of moving the goods from the producers to the consumers. With mass
marketing to distribute the output of production, the GDP (gross national product) may
increase to a considerable extent. Advertising helps to increase mass marketing while
aiding the consumer to choices and preferences from amongst the variety of products
offered for his selection and option. It was only in the latter half of the 19th century, that
mass advertising, as we know it today, came into being. Mass production became a reality,
and channels of distribution had to be developed to cope with the physical movement of
goods, creating a need for mass communication to inform consumers of the choices
available to them. We are all influenced with advertisements in our day to day life. Its
forms and contents both are well liked amongst consumers.. In other words advertising is
simply an economic movement with only one objective behind to increase the consumer
demand of the product as well as to enhance the sales volumes. Many advertisers and
7
agencies believe that advertising creates “magic in the market place” (Russell & Lane,
1996).
It is marked that with reference to the definitions of advertisement that over a period of
time it has been changed the way advertising is perceived. However, in spite of all these
changes advertising has always been a very strong branch of marketing, which has
continued to influence. So basically advertising is an activity of creating consumer and
enhancing sales effectiveness as well as controlling the cost of products. Advertisement
plays a role in the marketing of products as it provides a buying power for various product
operations by affecting the behavior of consumers. Television however occupies an
important ingredient due to its extensive spread worldwide in general and particularly in
India.
Advertising is complex because many different advertisers try to reach many different
types of audiences and many types of consumers. That’s why there are many types of
advertising too, so that all types of consumers can be addressed. There is not just one kind
of advertising; in fact, advertising is a large and varied industry and all types of advertising
demand the creative, original messages that are strategically sound and well carried out.
Researchers are agreed on the following six fundamental principles on which advertising
campaigns
1. Secure attention
2. Increase interest
3. To develop and sustain that interest;
4. To create desire
5. To incite action
6. To create credibility and brand emotion.
8
Media is the vehicle that is used for the delivery of the message. Some important tools of
advertisement is newspapers, magazines, radio, television, direct mail and mail order,
outdoor display and transportation
Developing effective advertisements represent key ingredient marketing communications

efforts. The advertising team should define the objective of advertisement; the target
audience, the message theme used, the type of support needed, and any constraint apply.
Then a creative works within the context of key advertising theories in selecting the correct
media and designing a leverage point and message appeal that work effectively.
Advertising
Advertising is any paid form of nonpersonal presentation and Positioning of ideas, goods,
or services by an identified sponsor. Advertisers include not only business firms, but also
museums, charitable organizations, and government agencies that direct messages to target
publics. Ads are a cost-effective way to disseminate messages, whether to build brand
preference for Coca-Cola or to educate people to avoid hard drugs.
Advertising Objectives
The advertising objectives must flow from prior decisions on target market, market
positioning, and marketing mix.
Advertising objectives can be classified according to whether their aim is to inform,

persuade, remind, or reinforce. They aim at different stages in the hierarchy of effects.
 Informative advertising aims to create awareness and knowledge of new products or

new features of existing products.
 Persuasive advertising aims to create liking, preference, conviction, and purchase of

a product or service. Some persuasive advertising uses comparative advertising, which
makes an explicit comparison of the attributes of two or more brands.
 Reminder advertising aims to stimulate repeat purchase of products and services.
9
 Reinforcement advertising aims to convince current purchasers that they made the
right choice. Auto Denim ads often depict satisfied customers enjoying special features
of their new cars.
The following qualities about advertising can be noted:
 Public presentation:
Advertising’s public nature confers a kind of legitimacy on the product and also suggests
a standardized offering.
 Pervasiveness:
Advertising permits the seller to repeat a message many times. It also allows the buyer to
receive and compare the messages of various competitors. Large-scale advertising says
something positive about the seller’s size, power, and success.
 Amplified expressiveness:
Advertising provides opportunities for dramatizing the Synergy Advertising Company

and its products through the artful use of print, sound, and colour.
 Impersonality:
The audience does not feel obligated to pay attention or respond to advertising. Advertising
is a monologue in front of, not a dialogue with, the audience.
Advertising can be used to build up a long-term image for a product or trigger quick sales.
Advertising can efficiently reach geographically dispersed buyers. Certain forms of
advertising (TV advertising) can require a large budget, whereas other forms (newspaper
advertising) do not. Just the presence of advertising might have an effect on sales:
consumers might believe that a heavily advertised brand must offer “good value.”
Public relations and Publicity
 Public Relations
10
Public relations efforts can be used to promote people, places, ideas, activities, and even
countries. Public relations focus on enhancing the image of the total organization.
Assessing public attitudes and creating a favorable image are no less important than direct
Positioning of an organization’s products. Because the public’s attitudes towards a firm are
likely to affect the sales of its products, it is very important for firms to maintain positive
public perceptions. In addition, employee morale is strengthened if the firm is perceived
positively by the public. Although public relations can make people aware of a Synergy
Advertising Company products, brands, or activities, it can also create specific Synergy
Advertising Company images, such as innovativeness or dependability. By getting the
media to report on a firm’s accomplishments, public relations also helps a Synergy
Advertising Company maintain positive public visibility. Some firms use public relations
for a single purpose and others for several purposes.
Public Relations Tools
Companies use a variety of public relations tools to convey messages and to create images.
Public relations professionals prepare written materials, such as brochures, newsletters,
Synergy Advertising Company magazines, news releases, and annual reports that reach
and influence their various publics. Public relations personnel also create corporate identity
materials, such as logos, business cards, stationery, and signs that make firms immediately
recognizable. Speeches are another public relations tool. Because what a Synergy
Advertising Company executive says publicly at meetings or to the media can affect the
organization’s image, his or her speech must convey the desired message clearly.
Event sponsorship, in which Synergy Advertising Company pays for part or all of a
special event, such as a benefit concert or a tennis tournament, is another public relations
tool. Sponsoring special events is an effective means of increasing brand recognition with
relatively minimal investment. Except for the initial underwriting cost, event sponsorship
can provide companies with considerable amounts of free media coverage. Organizations
try to make sure that their products and the sponsored event target a consistent audience.
Public relations personnel can also organize unique events to “create news” about the
11
Synergy Advertising Company. These can include grand openings with celebrities, prizes,
hot-air balloon rides, and other attractions that appeal to their publics.
Certain public relations tools have traditionally been associated specifically with publicity,
which is a part of public relations.
 Publicity
Publicity is communicated in news story form, about an organization, its products, or both,
that is transmitted through a mass medium at no charge. Although public relations has a
large, more comprehensive communication function than publicity, publicity is a very
important aspect of public relations. Publicity can be used to provide information about
goods or services, to announce expansions, acquisitions, research, or new-product
launches, or to enhance a Synergy Advertising Company image.
The most common publicity-based public relations tool is the news release, some-times
called a press release, which is usually a single page of typewritten copy containing fewer
than 300 words. A news release also gives the firm’s or agency’s name, address, phone
number, and contact person. News release tackle a multitude of specific issues. A feature
article is a longer manuscript (up to 3,000 words) prepared for a specific publication. A
captioned photograph is a photograph with a brief description explaining the picture’s
content. Captioned photographs are effective for illustrating new or improved products
with highly visible features.
There are several other kinds of publicity-based public relations tools. A press conference
is a meeting called to announce major news events. Media personnel are invited to a press
conference and are usually supplied with written materials and photographs. Letters to the
editor and editorials are sometimes prepared and sent to newspaper and magazines. Video-
and audiotapes may be distributed to broadcast stations in the hope that they will be aired.
Advantages of Publicity-based public relations tools
The use of publicity-based public relations tools gas several advantages including
credibility, news value, significant word-of-mouth communications, and a perception of
12
being endorsed by the media. The public may consider the news more truthful and credible
than an advertisement because the media is not paid to provide the information. In addition,
stories regarding a new-product introduction or a new items and are likely to receive notice.
Finally, the cost of publicity is low compared to the cost of advertising.
Limitations of Publicity-based public relations tools
Publicity-based public relations tools do have some limitations. Media personnel must
judge Synergy Advertising Company messages to be newsworthy if they are to be
published or broadcast at all. Consequently, messages must be timely, interesting, accurate,
and in the public interest. Many communications do not qualify. It may take a great deal
of time and effort to convince media personnel of the news value of publicity releases.
Although public relations personnel usually encourage the media to air publicity releases
at certain times, they control neither the content nor the timing of the communications.
Media personnel alter length and content of publicity releases to fit publishers’ or
broadcasters’ requirements and may even delete parts of messages that Synergy
Advertising Company personnel view as most important. Furthermore, media personnel
use publicity releases in time slots or positions most convenient for them. Thus messages
sometimes appear in locations or at times that may not reach the firm’s target audiences.
Although these limitations can be frustrating, properly managed publicity-based public
relations tools offer an Synergy Advertising Company substantial benefits.
The appeal of public relations and publicity is based on three distinctive qualities:
1) High credibility: news stories and features are more authentic credible to readers than
ads.
2) Ability to catch buyers off guard: public relations can reach prospects who prefer to
avoid sales-people and advertisements.
3) Dramatization: Public relations have the potential for dramatizing a Synergy

Advertising Company or product.
13
Marketers tend to under use public relations, yet a well-thought-out program coordinated
with the other Positioning -mix elements can be extremely effective.
Personal selling
It means face-to-face interaction with one or more prospective purchasers for the purpose
of making presentations, answering questions, and procuring orders. Personal selling is the
most effective tool at later stages of the buying process, particularly in building up buyer
preference, conviction, and action. Personal selling has three distinctive qualities:
1) Personal confrontation: personal selling involves an immediate and interactive

relationship between two or more persons. Each party is able to observe the other’s
reaction.
2) Cultivation: personal selling permits all kinds of relationship to spring up, ranging
from a matter-of-fact selling relationship to a deep personal friendship.
3) Response: personal selling makes the buyer feel under some obligation for having
listened to the sales talk.
Direct marketing
It refers to use of mail, telephone, fax, e-mail, or internet to communicate directly with or
solicit response or dialogue from specific customers and prospects. The many forms of
direct marketing — direct mails, telemarketing, internet marketing – share four distinctive
characteristics. Direct marketing is:
1) Nonpublic: the message is normally addressed to a specific person.
2) Customized: the message can be prepared to appear to the addressed individual.
3) Up-to-date: a message can be prepared very quickly.
4) Interactive: the message can be changed depending on the person’s response.
14
 To identify the factors affecting buying behaviour of customer

Context of the Study
Significance of the Study
This research identifies the factors affecting buying behavior of customer. This research
analyzes that brand name or price which is more important while buying?
Theoretical framework
As particularly talking about Indian Market advertisements also have huge impact as
current market is focused on advertisements to increase their productivity. As the Second
Largest populated country in the world, India plays a huge role in global economical
market. Many companies have realized through extensive research on Indian economy that
15
Indian consumers are hugely influenced by different methods of advertisements. Indian
consumers mostly use to purchase the products, with only ads in mind.
Advertising is a growing business in India today. It has been gaining importance in its
economy. The significance of advertising continues to increase year by year. The host of
new products marketed, the expenses and the risks involved in launching them, and the low
cost of personal selling are among the conditions which have placed a heavy responsibility
on the advertising industry. In India, with its growing productive capacity and output, there
is a need for finding consumers for this growing output, and advertising plays an important
role in the process of moving the goods from the producers to the consumers. With mass
marketing to distribute the output of production, the GDP (gross national product) may
increase to a considerable extent. Advertising helps to increase mass marketing while
aiding the consumer to choices and preferences from amongst the variety of products
offered for his selection and option. It was only in the latter half of the 19th century, that
mass advertising, as we know it today, came into being. Mass production became a reality,
and channels of distribution had to be developed to cope with the physical movement of
goods, creating a need for mass communication to inform consumers of the choices
available to them. We are all influenced with advertisements in our day to day life. Its
forms and contents both are well liked amongst consumers.. In other words advertising is
simply an economic movement with only one objective behind to increase the consumer
demand of the product as well as to enhance the sales volumes. Many advertisers and
agencies believe that advertising creates “magic in the market place” (Russell & Lane,
1996).
It is marked that with reference to the definitions of advertisement that over a period of
time it has been changed the way advertising is perceived. However, in spite of all these
changes advertising has always been a very strong branch of marketing, which has
continued to influence. So basically advertising is an activity of creating consumer and
enhancing sales effectiveness as well as controlling the cost of products. Advertisement
plays a role in the marketing of products as it provides a buying power for various product
operations by affecting the behavior of consumers. Television however occupies an
16
important ingredient due to its extensive spread worldwide in general and particularly in
India.
Advertising is complex because many different advertisers try to reach many different
types of audiences and many types of consumers. That’s why there are many types of
advertising too, so that all types of consumers can be addressed. There is not just one kind
of advertising; in fact, advertising is a large and varied industry and all types of advertising
demand the creative, original messages that are strategically sound and well carried out.
Researchers are agreed on the following six fundamental principles on which advertising
campaigns
1. Secure attention
2. Increase interest
3. To develop and sustain that interest;
4. To create desire
5. To incite action
6. To create credibility and brand emotion.
Media is the vehicle that is used for the delivery of the message. Some important tools of
advertisement is newspapers, magazines, radio, television, direct mail and mail order,
outdoor display and transportation
Developing effective advertisements represent key ingredient marketing communications

efforts. The advertising team should define the objective of advertisement; the target
audience, the message theme used, the type of support needed, and any constraint apply.
Then a creative works within the context of key advertising theories in selecting the correct
media and designing a leverage point and message appeal that work effectively.
17
CHAPTER 2
COMPANY PROFILE
Synergy is in the profession of providing Total Solutions for OOH Media and Branding
from 2006 in all upcountry towns, Mini-Metros & Metros to its numerous Clients,
Advertising / Media Buying Agencies all over India. Synergy is a progressive full service
providing comprehensive range of services to OOH Advertising and Branding needs of its
various clients, and is managed by the professionals in the field past over 12 years. Synergy
Advertising is serving various PSUs, Banks, Multinational & International clients in
private sector and several leading Media Buying/Advertising Agencies as Outdoor Media
Partner. Synergy takes pride in the diversity of its clients and our ability to meet their varied
OOH Media requirements. Synergy Advertising is managed through its own registered
office at Jaipur and associated partners at major cities of India.
18
Services
OOH
Event & Promotion
19
Digital Marketing
Retail
20
Skill Development
Movie Production
21
Fabrication Production
Mall Activation
22
Road Show
Innovation
23
Brand Consultancy
Corporate Gifting
24
PARENT COMPANY / ASSOCIATE PARTNER
Hugh Technolabs is a well established Website development company

delivering Web development and IT services to clients worldwide. With more
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Technolabs provides all types of Web services from custom website design to
development of complex business Web applications or Portals. We offer best
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clients business together with our technology experience. Our aim is to deliver
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Every client needs different and eye catching website designs, according to
their business, or complex multi-tier web application or complex programming;
using latest technology and trends. We support a step by step development
process, from requirements definition, specification, architecture design,
coding, and testing. We have marked about 5 years of experience in providing
Web app development services and their solutions. We have completed
25
hundreds of projects in different domains. We deliver a high quality web
product to fulfill the client’s requirements. Our Professionals are fully
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We are committed to delivering maximum value to our clients to help them

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confidence through personal services which we provide with our full dedication
26
and passion .We will go to that extent with our extra skills and competency by
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We never stop improving our services, including development methodologies,

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We have established a thorough personnel selection process, and we maintain a
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Our creative process
IDEA & CONCEPTS

PLANNING
ORGANIZE & CREATE
SUCCESS
27
CHAPTER – 3
REVIEW OF LITERATURE
NAVEEN RAI
Impact of advertising on consumer Behavior and attitude with reference To consumer

durables, 2012
Conclusion & Findings
The advertisements not only change the way of product is consumed by user but alter the
attitude with which they look at the product. All over the world, advertisements have been
used since ages for a wide variety of brands. For over the last two decades, a sharp increase
in advertisements per brand can be witnessed. Advertisements have great influence in
purchasing decision of customers for particular brands. It is a ubiquitously accepted fact
that advertisements can bestow special attributes upon a product or service that it may have
lacked otherwise. The present study focuses on identifying the influence of advertisements
on the consumer behavior and attitude with special reference to consumer durables. The
findings of the present study are that advertisement worldwide influence the behavior and
attitude formation of consumers not only in India but also worldwide. The consumers of
durables products have their motivational sources which are advertisements and study
revealed that advertisement motivates them to materialize the purchase of durables. The
consumers are induced significantly by advertisements when the target is on quality and
price. Purchase attitude and behavior is influenced by variety of advertisements which
cover product evaluation and brand recognition.
28
DR. MOHAMMAD NAQUIBUR RAHMAN
Impact of Advertisement: An Empirical Study of Products, 2012
The purpose of present study has been conducted to investigate the impact of advertisement
on consumer behavior of university students (N = 150). This paper aims to explore the role
of advertisement on attitudes towards buying behavior. A questionnaire has prepared to
evaluate the impact of advertisement. The sample data has been collected from of college
students of Umm Al-Qura University, Makkah between 18-24 age group. As a whole six
brands has been taken into consideration as brand eg. Al-Safi, Al-Marai, Nadec, Jamjoum
,Nada and Saudia. Interviews were made in respect of their co-relations with
advertisements. As a result, formulation of chi-square, frequency and binomial test analysis
were used and presented in tabular, bar graph, and pie chart format. These results exposed
that advertisement attracts towards the preference and choices to influence the consumer
buying behavior. The model used therein influenced the consumers more as compared to
traditional mode of advertisement. Results also revealed that consumers considered
advertisement as a reliable source of knowledge as compared to others, (friend, neighbors,
reference group) opinions. Advertisement play a very important role to affect any high or
low income group, but expensive products and the repetition of advertisement did not affect
the consumer buying behavior. The most preferred brand is Al Safi Milk and second
preferred brand is Al- Marai Milk. Consumers were attracted and influenced by the flash
of advertisement on the silver screen.
Although the environmental factors are important in decision making and getting
information but the most reliable and trustworthy source is the ad of particular brand.
Opinion leaders (models) work as the informative agent, so advertisement becomes a
reliable source. All these issues covering appeal phenomena including attractive
personality, keyword / caption and source of information concluded that advertisement had
a positive impact on consumers. In order to be more effective and influential in a positive
manner, the ad of particular brand must have all the qualities of a good ad. In a nutshell it
was concluded that advertisement appeal and its effectiveness was positively related. It was
29
also found out that people form attitudes towards objects on the basis of their beliefs,
perception and knowledge about these objects. According to value expressive function of
attitudes consumers preferred brand was Al-Safi Milk and these findings explained that
consumers purchased that particular brand because it seemed satisfactory to them.
ANEEZA BASHIR
Effects of Advertisement on Consumer Behavior, 2011
Advertising is almost everywhere in our daily life. Its forms and roles are both contested
and admired. Some see advertising both as the mirror and the maker of culture. Even when
advertisements contribute new sounds and the symbols that shape feature, its words and
images reflect the present and the past. Others say advertising is purely an economic
activity with one purpose i.e., to sell. Many advertisers and agencies believe that
advertising creates “magic in the market place”.
It is evident from definitions of advertisement that with the change in times there have been
changes in the way advertising is perceived. However, in spite of all these changes
advertising has always been a very strong institution, which has continued to influence our
lives since the beginning of time. So advertising is a way of gaining sales effectiveness and
of keeping selling expenses low. Advertiser wants to be certain that he, his store, and his
product are identified in the advertisement and he is gaining benefit from it, even when he
cannot be there to deliver the message in person. And also because the advertisement must
be carried by newspapers or magazines or television or radio or billboards, or by some
other mass medium, the advertiser must pay the owner of those media for the space or time
he used for the advertisement.
Researchers are agreed on these six fundamental principles on which advertising campaign
run: to scure attention; to arose interest; to develop and sustain that interest; to create desire;
to incite action and to create good will. After choosing an appropriate strategy and deciding
upon the advertising objectives, media selection is the next important consideration. Media
is the vehicle that is used for the delivery of the message. Some important tools of
30
advertisement are newspapers, magazines, radio, television, direct mail and mail order,
outdoor display and transportation.
As it become clear from above literature that all the efforts to make an advertisement so
effective and persuasive in nature works on a sole motto to met the consumer psyche in a
positive manner. Every human community develops a system by which it provides and
distributes goods and services. In today’s advanced societies as the development goes on
this system becomes very complex because of wide range of available goods. To
understand this system fully what is required is the study of a person’s entire lifetime
experiences since the consumption of economic goods because it prevails almost every
activity in which humans are involved. From this point of view, consumer behavior appears
to be subsets of human behavior for the factors, which affect individuals in their daily lives,
also influence their purchase activities. Internal influences, such as social class, society,
family, reference group, opinion leaders and culture also affects us in our roles as
consumer. Wilkie (1994) defined consumer behavior as “the mental, emotional, and
physical activities that people engage in when selecting, purchasing, using, and disposing
of products and services so as to satisfy needs and desires”.
Although the environmental factors are important in decision making and getting
information but the most reliable and trustworthy source is the ad of particular brand.
Opinion leaders (models) work as the informative agent, so advertisement becomes a
reliable source. All these issues covering appeal phenomena including attractive
personality, keyword / caption and source of information concluded that advertisement had
a positive impact on consumers. Consumers want new and novel things, so in order to
fulfill their needs, advertisers and marketers designed novel ads just to gain their attention.
In order to be more effective and influential in a positive manner, the ad of particular brand
must have all the qualities of a good ad.
31
AMOL TALANKAR
Advertising Strategy for Product: Analysis Using Interpretive Structural Modeling, 2012
The study attempts to analyze the impact of advertising on consumer buying behavior.
Market provides a key to gain actual success only to those brands which can be delivered
what are the people needs and they are ready to buy at the right time without any delay.
The major reasons for this preference are its attractive advertising policy and rich quality.
In this reference, the survey reveals that TV advertisements of Surf Excel influence the
buying of consumers the most. The creative presentation and language of TV
advertisements of Surf Excel are successful to convey Message, Emotion, Value system
regarding the product. The study clearly reveals that the advertisement has its impact on
buying behavior of consumers. Therefore, it is advisable to companies to emphasize their
advertisement campaign not only to retain their market but to height it also.
Literature in advertising and information systems suggests that advertising in both

traditional media and the Internet is either easily ignored by the audience or is perceived
with little value. Today 'Celebrity Endorsement' has attracted immense debate on whether
it really contributes to the brand building process or whether it is just another lazy tool to
make the brand more visible in the minds of the consumers. Surf Excel proved that celebrity
endorsement is not the only tool to attract the consumer but it is necessary to understand
the psychology of consumer and source of need generation.
The present research includes the literature survey of advertising theories, models of
consumer behavior, Advertising communication models, theories of advertising creativity.
Advertising drivers are identified from these model are further analyzed using interpretive
structural modeling and are mapped for Surf excel.
Quantitative research examines numerical relations between two or more measurable

qualities. Such an approach is usually associated with large-scale studies and is related to
the objectivity of the researcher. Qualitative research on the other hand relies on
32
transforming the observed phenomena to written words instead of numbers. A combination
of a holistic perspective and specific perspective is ideal in this study in order to measure
the respondents purchasing behavior and understanding their attitudes.
Advertising is about striking the right note on those chords of the brain that most often are
in sync with the heart. When this happens, a need is generated and brain directs to buy, be
it a product or a service or an idea. Indian advertising too follows this rule but here age-old
advertising trends are still thriving along with the latest innovative trends.
Advertising started with the need to sell, and word-of-mouth advertising was the oldest
mode to advertise; with the advent of social media it again has become a focal point of
advertising. Social media has also altered the trend of one-way flow of information to
interactive sessions where consumers have also become a part of the process. So instead of
being force-fed advertisements, users are now getting empowered to choose.
Ehrenberg, even in 1974, tried to postulate Awareness-Trial- Reinforcement model of

consumer response to advertising and according to him the main purpose of advertising for
established brands is its defensive role in maintaining repeat buyers. In answer to how ad
works, one model that applies to certain advertising categories is "Advertising offers a
stimulus to a potential user of a product, which it is hoped will produce the response of an
increased predisposition to buy the advertised brand." Based on the relevant literature, the
developing view about theories in advertising seems to be that no single theory will do for
all cases of consumer-advertising interaction. In some situations, one theoretical approach
may be appropriate, whereas in another situation, an alternative formulation may better fit
reality.
The levels of enablers are important in the advertisement implementation process. It can
also be observed from Fig. 6.1 that three enablers, namely source of communication
(enablers 1), Informativeness (enablers 3), Time of advertisement (enablers 4) have high
driving power and less dependence power. Therefore, these enablers can be treated as key
advertisement enablers. On the basis of above discussion, we can conclude that all the nine
enablers are important (although in varying degrees) for the purpose of successful
advertisement of product. In this research only nine advertisement enablers have been used
33
to develop the ISM model, but more enablers can be included to develop the relationship
among them using the ISM methodology.
GEETA SONKUSARE
Impact of television advertising on buying behavior of women consumers’, Chandrapur

city, 2012
Television advertising is a very effective tools of communicating message to its target

audience as it has the ability to combine visual & audio communication and thus this makes
advertisements is an important medium to make people aware of any products. There are
different products which the women consumers used, in that the products they select after
getting information about those particular products. This paper presents the results of a
study designed to test the Impact of television advertising and on women consumers’
buying behavior. Unlike previous studies, however, the effects of such communication
processes on womens’ are evaluated in the context of household decision making but in
this research paper the purpose is to study on different factors which influenced on buying
behavior, their satisfaction with advertising strategies, their monthly expenditure etc. The
Primary data has been collected from 30 respondents from Chandrapur City. Stuctured
questionnaires have been framed contained 10 questions which has been asked to women
consumers. The secondary data has been collected from books, websites, articles, television
etc. Finally some Finding , limitations , conclusions & suggestion has been written in this
paper. Though the different media spread awareness but television advertising plays a vital
role in buying behavior of women consumers.
Consumer is one who consumes the goods & services product. The aim of marketing is to
meet and satisfy target customers needs & wants. The modern marketing concept makes
customers the center stage of organization efforts. The focus, within the marketing
concepts is to reach target and largest customers, sets the ball rolling for analyzing each of
the conditions of the target market. As per the topic, the focus is on, Impact of television
advertising on women consumers buying behavior. Television advertising is a very
34
effective tools of communicating message to its target audience as it has the ability to
combine visual & audio communication and thus this makes advertisements is an important
medium to make people aware of any products. There are different products which the
women consumers used, in that the products they select after getting information about
those particular products.
It has been concluded that T.V. advertising have great impact on buying behavior of
women customers. Before purchasing any product customers/ consumers collects
information for their proper purchasing decision making activites hence Advertising is
mostly adopted to get information about products. There are different factors influenced
on buying behavior of women consumers in that it has been found that Social and personal
factors have more influenced. Maximum women consumers influenced by word-of-mouth
in chandrapur city. It has been also concluded that Maximum no. of women consumers are
attracted towards the marketing strategy through advertising and Maximum no. of
consumers from Chandrapur city spends monthly more than 2000 rupees on purchasing
products. In this way Television advertising palys a vital role in buying behavior of
womens consumer in Chandrapur city.
BAL CHANSARKAR
Consumer Behavior of Luxury Automobiles, 2010
Abstract:
Total worldwide sales of premium luxury and entry luxury saloons and sports cars are of
the order of 1.5 million units a year (Scheele, 1995: 190). The major luxury markets today
are the USA, Germany, UK and Japan. The £21.1 billion UK new car market competes
with France and Italy, to be the second biggest in Europe behind Germany (Harbour, 1997:
7,22). The new registration of luxury marques’ cars in 1997 in UK alone was 154,506 units
(MAVEL, 1997: 59). In other markets, especially in South East Asia there are, of course,
significant sales of luxury cars. However, these are limited to total volume either by the
overall industry size or by local market conditions and preferences. Accordingly, the luxury
car market overall is currently undertaking a social change with luxury brands seeming less
35
remote, less different, and less exclusive with the quality of life improving. As a result,
increasing competition between makes has intensified the importance of brand identity. As
product standards continue to rise, the perceived image of a car make plays a key role in
the buying decision. The premium marques such as BMW, Lexus, and Mercedes-Benz
must develop attributes and values that reflect changing social values which influence
buyers emotionally, in order to maintain their positions in different regions of the global
market.
CHRISTIAN BENETTON
A consumer behavior perspective, 2011
Abstract:
Brand name, brand equity, brand image and brand awareness are the 4B's of the automobile
industry from a marketer's perspective. The success of a new product introduction is
dependent on the ability of a company to capitalize on these four factors. Competitors in
the car industry realize the importance of being able to secure positive images not only
about their specific product lines, but also about their company's brand, in the consumer's
memory. Positive images are not often easy to achieve and they do indeed have their price.
Companies begin by allocating millions of dollars into research and development in order
to determine what qualities and attributes consumers are looking for when they are in the
market to purchase an automobile. Additional millions of dollars are then dedicated to the
design of creative marketing and advertising campaigns focused solely on highlighting
those specific qualities and attributes; thereby enabling a company to create a highly
reputable, highly recognizable brand name for itself.
Creating strong brand awareness serves as an effective opportunity for a company to gain
entry into a consumer's consideration set, or set of alternatives from which they actively
consider during the decision making process. If done correctly, brand name can serve to be
a company's most valuable asset, while failure may result in disastrous consequences.
36
In today's market, consumers are constantly bombarded with phrases such as 'new and
improved', 'more added value' or 'changed edition'- words that indicate an automatic need
to activate changes in the current perceptions or memories one may have about a certain
stimulus. It appears as if these changes, or alterations in the associative network (if
positive), are desirable. However, if the new product fails or if the new associations are
negative, it could lead to a damaged brand name.
Individual automobile manufacturers long to create series of positive images that are
strongly embedded in the consumer's memory in the form of an associated network, or
structure of knowledge in a particular domain. However, when any company introduces a
new product to the market, whether it be a brand extension or a line extension, a substantial
risk is involved. In particular, if this new product is significantly different than the norm of
what consumers have learned to expect from the company, serious damage may be inflicted
upon the images and associations it has worked so hard to establish.
In the highly competitive automobile industry, Mercedes has undeniably created a firm
position for itself. However, what makes this study so interesting is the extensive
skepticism the introduction of the A-Class is receiving from critics. They do not appear to
have confidence in Mercedes' ability to accomplish such a feat, although it has proven itself
as perhaps the most successful automobile manufacturer ever. For this reason, the study of
the A-Class is fascinating to all students of consumer behavior.
PUNEET MOHAN
Impact of Advertisement on Consumer Buying Behavior, 2012
Abstract:
As being incorporated or associated with the marketing process, advertising finds its
position in every organization. Advertising can be defined as another strategy as an
approach towards competitive advantage. Various advertising concepts are in the stream
of the media and papers but still there is a little evidence that advertising can significantly
help the organization boosts its performance. In terms of sales, it is true that the application
of the marketing and its associate strategies can gain the consumers’ trust and loyalty, and
37
in return, can enjoy the benefits of the market share. Many businesses explore various
options in order to achieve the success. From the traditional research and development, to
the training of the people, and the intervention of the various technologies, there is no doubt
that organizations are trying make a difference against the other. Obviously, the
organizations’ actions towards the threats and challenges in globalization enable the
propellers and the people to work to meet their corporate objectives and long-term goal.
However, the simple marketing concept is viewed by the business analysts as an effective
strategy if the organization is planning to gather and/or keep the loyalty of the consumer.
The use of the advertising within an organization is interestingly growing and various
researches value its importance as an important factor that can influence the buying
behavior of the consumers. The interest paid by the past researchers on the function of the
advertising in the organization is considered as one reason of the study. In addition,
maintaining and extending the purpose of the advertising from the simple operation of the
organization creates the similar interest.
GAO LING
Understanding Consumer Purchasing Behavior Regarding Products, 2011
Abstract:
Throughout most of human history, luxury goods consumption has been an important
practice. Over recent decades, the global luxury goods market has grown dramatically;
however, information on luxury goods consumption is limited in both the business press
and research literature. Little, if any, research has addressed consumer behavior regarding
luxury goods in emerging markets, although many luxury goods companies have already
set up businesses in these booming markets like China. This calls for more research to
develop an analytical framework to help advance scholars understanding of luxury goods
consumption in emerging markets like China and to help practitioners develop marketing
strategies suitable for these markets. The need for such research inspired the present study
to explore consumer behavior regarding luxury goods in China. The primary goals of this
study are to examine whether Chinese consumers have a multidimensional cultural
orientation, and evaluate how cultural orientation influence Chinese consumers intentions
38
to purchase luxury goods, with the aim of developing a behavioral framework for analyzing
and explaining consumer behavior regarding luxury goods within a specific cultural
context. The literature shows agreement that luxury goods provide private value for
consumers and symbolize social codes. Consumer behavior regarding luxury goods is thus
the result of social and self-expression motivations; therefore, research on consumer
purchasing behavior regarding luxury goods should be conducted under the assumption
that consumers can gain both “inner” experience value and “external” social status by
purchasing luxury goods. In order to analyze and explain purchasing behavior regarding
luxury goods, this thesis draws upon a social psychological theory, specifically the theory
of planned behavior, as the theoretical basis of the research. This model takes into account
both personal factors and social influence. The literature indicates that luxury goods
consumption pattern can also be understood from a culture perspective and that, from this
perspective, cultural orientation can best explain behavioral similarities and differences. A
number of researchers point out that the conception of cultural orientation as uni-
dimensional or bi-dimensional is inadequate, and researchers further propose that both
individualist and collectivist may be either horizontal or vertical. One aim of this research
was thus to test the application of multidimensional model to explain Chinese consumers
cultural orientation. The present research therefore further includes investigation of the
impact of cultural orientation on Chinese consumers intention to purchase luxury goods. A
survey with an online questionnaire was conducted to collect data. The target population
in this research is affluent Chinese urban residents. Structural equations modeling (SEM)
was employed to test the proposed hypotheses. Results show that the cultural orientations
of consumers of this group include various combinations of the horizontal versus vertical
dimension and the collectivist versus individualist dimension. That is, the structure of
cultural orientation for Chinese consumers is best represented by a multidimensional
model. The findings also confirm the proposition that both individual motives and social
pressure can influence consumer’s intentions to purchase luxury goods. The empirical
results indicate that attitudes, subjective norms and perceived behavioral control contribute
to predicting intentions to purchase luxury goods; however, the results do not support the
traditional view that the behavior of consumers in a collectivist culture is more influenced
by subjective norms than by attitudes. In addition, the findings suggest cultural orientation
39
has indirect effect on consumer’s intention to purchase luxury goods by influencing
consumer’s beliefs. This research is the first to employ consumer behavior theories to
analyze luxury goods consumer behavior in the context of the Chinese market. The
research focuses on testing and interpreting a theoretical model of consumer behavior that
scholars can apply in related empirical work. In addition, the research findings can be
compared to those from research on luxury goods consumption in other emerging markets
and in traditional ones. The project therefore has potentially significant value in the area of
research and implications for the global marketing of luxury goods.
LEVRES D. COSTA
Consumer Behavior & Advertising, 2011
Abstract:
Consumer behavior is extremely complex ever changing matter that is based on many
aspects such as culture, social class, life style, gender, locations and many other things.
Either purchasing for a need or a want Motives for purchasing or owning something is
different. Automotive industry for instance, individuals can buy car because it will save
them time, effort to go to work. Others can buy a car while already having another one for
the “fun, joy” of having it.
Information process model points out the consumer as a an individual that is capable of
reflecting the capability for correct and valid reasoning who find a solution to concerns or
problems to make purchasing decisions (HOLBROOK and HIRSCHMAN, 1982). This
model is questionable in terms of that it has a lack of attention towards the consumption
phenomena where feelings effect the consumers behavior.
If we would consider the “consumption” of a luxury car, could we consider it from a

information processing perspective?“Consumption has begun to be seen as involving a
steady flow of fantasies, feelings, and fun encompassed by what we call the "experiential
view."” (HOLBROOK and HIRSCHMAN, 1982: 132) This is where consumers
“experience” by actual “consuming” the product (or service). There is a difference
between “purchase / buying” and consuming. Consuming is simply “experiencing the
40
product by actually consuming it” (HOLBROOK and HIRSCHMAN, 1982: 137). So the
term “consuming” in the perspective of “experiencing” something is something far away
from rationally thinking about something, information process is something that is far away
from “feeling”.
Information process model when it comes to purchasing/buying a luxury car would be

based on different aspects that effect the decision making process of the individual that
desires to buy that car. The access of information was never made easy. Now with
technology, individuals can access information where they can rationally think about what
they are buying. “information availability and the use of this information by consumers
has so profoundly affected consumer purchasing behaviour” (Clemons, 2008: 14).
While viewing the purchasing process model (Baines, P., Fill, C. & Page, K, 2011) in
terms of
Motive Development: Where supposedly there is a problem that needs solving by buying
such product. I can see from where I live in (Kuwait) the social class and lifestyle & social
grade totally effects the decision making of cars. Individuals from certain families must
have luxury cars. Actually Arabs compete with each other on how has a higher, more
luxurious life style. On a personal note, I have never seen such luxurious cars in Canada,
USA or Europe as much as I have seen them in Kuwait, Saudi Arabia & Dubai! Social
aspects would be a motive for such “Car”
VAIDYA PRAKASH
Changes in Consumer Behavior and Their Implications on Marketers, 2012
Abstract:
India has the youngest population profile among the numerically significant countries -
there are a lot of young people in different income segments and locations, who are
influencing their parents’ spending or spending their own money.
Possibly the most challenging concept in the marketing is to deal with understanding the
buyer behavior. The attitude of Indian consumers has undergone a major transformation
41
over the last few years. The Indian consumer today wants to lead a life full of luxury and
comfort. He wants to live in present and does not believe in savings for the future. An
important and recent development in India’s consumerism is the emergence of the rural
market for several basic consumer goods. The Indian middle class has provided a big boost
to the consumer culture during the recent past and it is hoped that their buying behavior
will continue to change in the coming future. Due to fast growth of the services sector per
capita income of people of India is also increasing. The number of middle class is
increasing due to another fact that people are fast shifting from agriculture to the services
and industry sector where growth prospects are reasonably high as compared to the
agriculture sector which is showing slow growth.
The consumption pattern of a country depends on liberalization of economic policies,

buying habits of the younger generation, financial independence at a young age, increase
in number of nuclear families and increase in media exposure of the people. The tastes and
preferences of the current generation are changing rapidly. The current generation does not
mind paying extra for better facilities and ambience. Another major factor that has led to
increased consumerism is the growth of credit culture in India. The Indian consumer does
not feel shy to purchase products on credit and pay tomorrow for what they use or buy
today. This tendency has led to a tremendous increase in purchase of homes, cars, two-
wheelers and consumer goods. The market for luxury products in India is also climbing at
an astonishing rate as compared to a decade ago when it was almost negligible. The reason
behind this is that the purchasing power of people of India is rising very steeply. The Indian
consumer today is highly aware about the product, price, quality and the options available
with him. The purchasing is done by keeping all these factors in mind. Today, price is not
the only consideration as it was a few years back when prices played a major role in
purchasing. Marketers are trying hard to capture this ever increasing Indian middle class
as they form the bulk of Indian consumers.
MITUL DELIYA
Consumer Behavior towards the New Packaging of Products, 2011
42
The importance of packaging design as a vehicle for communication and branding is
growing in competitive markets for packaged products. This research utilized a focus group
methodology to understand consumer behavior toward such products. The challenge for
researchers is to integrate packaging into an effective purchasing decision model, by
understanding Consumer’s behavior towards the packaging of products. When consumers
search for and process information in-store, the product's package can contain relevant and
useful information for the consumer. Product packaging forms the end of the 'promotion-
chain' and is close in time to the actual purchase and may therefore play an important role
in predicting consumer outcomes. Packages also deliver brand identification and label
information like usage instructions, contents, and list of ingredients or raw materials,
warnings for use and directives for care of product.
“Packaging is the container for a product – encompassing the physical appearance of the
container and including the design, color, shape, labeling and materials used” Packaging
has a huge role to play in the positioning of products. Package design shapes consumer
perceptions and can be the determining factor in point-of-purchase decisions which
characterize the majority of shopping occasions In recent years the marketing environment
has become increasingly complex and competitive. A product’s packaging is something
which all buyers experience and which has strong potential to engage the majority of the
target market. This makes it an extremely powerful and unique tool in the modern
marketing environment. In addition to its benefits in terms of reach, some marketers believe
that packaging is actually more influential than advertising in influencing consumers, as it
has a more direct impact on how they perceive and experience the product.
Package design shapes consumer perceptions and can be the determining factor in point-of
purchase decisions that’s why termed as a Silent Salesman. while study the consumers
behavior regarding packaging there are various attributes like Convenience, Brand name ,
Aesthetic components , Information it conveys (how to handle, use etc…) Packaging
influence consumer to buy a particular brand in our study we have taken skin care , oral
care , deodorants, hair care, cosmetics that is all home & personal care product we are taken
the consumers perception towards the packaging in preserved product and whether the
packaging influence customer to switch from one brand to other brand
43
SHALINI SRIVASTAVA
Factors Affecting Buying Behavior of Consumers in Unauthorized Colonies for Products,

2011
With changing profile and mindset of Indian consumers, this sector has a constructive
potential in the form of semi- urban, urban slums and emerging rural segment. In coming
years, with rapidly changing socio – economic landscape, bottom of pyramid will be the
fastest growing consumer market. The research work is an endeavor to study the factors
that affect the buying behavior of consumers residing in unauthorized- colonies in urban
India. The study was conducted with the help of semi – structured questionnaire employing
mixed method research approach using explanatory design with concurrent timing. The
study first examined the socio – economic factors, followed by product preferences –
generic or branded under various heads of product categories, reasons for such preferences
followed by factors affecting the buying behavior. There were twenty one such factors
placed under five broad categories. The findings of the study reveal that consumers in such
areas prefer brands over generic products. At the same time reliability, product features
and socio- economic factors have a large impact on buying behavior along with
promotional offers. Consumer behavior is defined as activities people undertake when
obtaining, consuming, and disposing of products and services (et al Blackwell, 2001). The
study of consumer behavior does not only include reasons for buying but also the
consumption process of the consumer at large. In the entire process of buying, consumers
get driven by influences such as feelings, motivation, income, lifestyle, opinions, culture,
personality etc.
44
CHAPTER – 4
OBJECTIVES OF THE STUDY
 To identify the factors affecting buying behavior of customer

45
CHAPTER – 5
RESEARCH METHODOLOGY
‘celebrity endorsements’ which act as a credible means of spending money.
Researcher design
The research design adopted in this research project is a descriptive research design.
Sample size: - In this project the sample size is 100 respondents
Area : - Jaipur, Rajasthan
Research Instrument
The research instrument used in this project is Questionnaires and surveys method.
Data Analysis and Techniques
Researcher has presented the data with the help of pie charts and bar graphs.
46
CHAPTER – 6
DATA ANALYSIS AND INTERPRETATION
Q1. Gender
90% respondents were male and rest were female
47
Q2. Age Group
35% respondents were from 31-38 age group and 19% respondents were from 15-22 age
group
48
Q3. Do you think that advertisement is good for brand image ?
95% respondents replied yes that advertisement is good for brand image
49
Q4. The importance in advertisement in case of attracts your attention?
88% respondents replied yes that advertisement is important in case of attract their attention
50
Q5. Do you know that advertisement is required for products?
Figure 9
89% respondents replied no that advertisement is not required for products
51
Q6. Is advertisement necessary for generating brand awareness?
92% respondents replied yes that advertisement is necessary for generating brand
awareness
52
Q7. What would you say about advertisement?
57% respondents replied that advertisement is a right step but 20% respondents replied that
there is no need of advertisement
53
Q8. How will you rank the present advertisement of products?
45% respondents replied that advertisement is entertaining but 29% respondents replied
that advertisement is informative
54
Q9. In your opinion, advertisement is good for product image?
77% respondents replied yes that advertisement is good for product image
55
Q11, The importance of advertising in case of improve the brand image?
49% respondents replied that the advertisement is very important in case of improve the
brand image but 25% respondents replied that the advertisement is not important in case of
improve the brand image.
56
Q12. Dose advertising affects your purchasing decision?
96% respondents replied yes that advertising affect their purchasing decision
57
CONCLUSION AND SUGGESTIONS
CONCLUSION
Advertising that distribute information to consumers that can help them make better
economic decisions than they would in absence of that information provides a positive
economic service. Of course, any advertising that, by deception or by any other means,
induces consumers to make sub optimal decisions provides a corresponding negative
economic service. Some advertising is of more value than others along this dimension. It
is unreasonable to separate the economic and social factors to increase the sale. It is clear
now that advertising enhances buyer decision-making by providing information and
supporting brand names. It provides and efficient means to firms to communicate with their
customers. By generating various product associations, advertising can add to the utility of
a buyer receives from a product. It supports the various media has the largely unrealized
potential to reduce extremes in the levels of consumer buying. Needs and motivations are
the starting points of purchase decisions. For a purchase to take place, buyers must
experience sufficiently positive attitudes toward the product and the brand and consciously
felt needs. When all the elements of the marketing program are properly designed, a buyer
will include the advertised brand in his or her evoked set of brands, which are all the brands
that are considered for purchase. These elements of the marketing program include
designing the product to have the attributes buyers seek, ensuring that the product is
available at stores, and setting a price that buyers perceive as reasonable. This article
describes the process buyers follow to select a brand from within their evoked set.
Emphasis is put on elements of the process that advertisers can influence through a well
designed communication program. Social scientists develop many sophisticated theories
of consumer behavior. They give a variety of theoretical models to explain the sequence of
behaviors involved in making a purchase decision. The first task in promoting any new
product is to create awareness – perception – that the product exists. The second is to
provide enough information – learning –about the product for the prospective customer to
make an informed decision. Finally, the Company wants to be persuasive enough to
stimulate the customer's desire – motivation – to satisfy his or her needs or wants by
58
purchasing and repurchasing the product. These three personal processes of consumer
behavior – perception, learning, and motivation – are extremely important to Midas Group.
This purchase decision process for vehicle includes:
1. A goal to be reached (i.e., lessening the tension created by an unsatisfied need or desire).
2. A number of alternatives (i.e., competing products and brands). Products and brands are
perceived, evaluated, and compared on the basis of their distinctive attributes and on their
ability to satisfy a set of needs. These alternatives also include the non-purchase decision.
3. Some evaluation criteria for choosing the “best” alternative.
4. A state of doubt, arising from the impossibility of possessing all relevant information on
the different products and brands. Buyers are also uncertain about how well a given Midas
Group will satisfy their needs and desires.
When they buy a Tata brand, buyers have expectations. This notion of expectation is
intimately related to any purchase decision. A consumer who buys Tata product has
developed definite expectations about the consumption of this product. Consumers buy a
certain brand because it is preferable to competing brands; they have implicitly or explicitly
anticipated that the selected brand will yield more satisfaction than the other brands and
that it will respond more appropriately to the relevant set of felt needs. Hence, the amount
of satisfaction consumers anticipate they will receive from a certain brand constitutes the
expectations raised by the selected brand. Depending on the extent of market information,
a buyer’s decision process has differing levels of complexity. A product’s characteristic in
relation to an individual’s past experience determines the level of complexity of the
decision process. Three possible cases can be identified: the consumer is familiar with a
product category and knows the characteristics of competing brands; the consumer knows
the product category well but not the particular brand (limited problem solving); the
consumer does not know either the product category or the brand (extensive problem
solving). The level of information already acquired is directly affected by the length of the
purchase cycle, because the rate of information forgetting depends on how frequently a
product is purchased. Learning is more likely to take place in short purchase cycle response
59
behaviour situations. During the short time lag between two consecutive purchase
occasions, only a fraction of information has been forgotten, and a substantial amount of
additional information has been gained through using the selected brand. At the next
purchase occasion, a buyer does not need and generally does not deliberately seek
additional information. If the previously selected brand resulted in a positive experience,
this buyer remains loyal to the brand with no further reassessment of purchase alternatives.
Otherwise, if the preceding purchase has led to a negative evaluation of the brand, or if the
buyer has been exposed to and accepted new information that changed the order of the
brands, then the conditions for brand switching are met. The buyer will try the new, most
positively evaluated brand at time of the next purchase. Because buyers must act on the
basis of incomplete information, they automatically and consciously incur a risk in every
purchase and non-purchase decision. The size of the risk buyers perceive depends on the
importance of the particular purchase and on the quantity of relevant information about the
product category and the competing brands. A purchase decision can be considered as an
optimization process through which buyers seek the product or the brand that will yield the
greatest satisfaction. The choice process can be considered as the search for the most
satisfying trade-off among brands that possess desirable attributes at different levels. Once
a purchase is completed, the buyer expects the products or services to provide the
satisfaction he or she was seeking and that motivated the purchase. For goods with a short
consumption cycle, consumers can judge if the product meets their expectations by using
it immediately. But with durable products with long consumption cycles, consumers cannot
tell immediately whether the product will meet their expectations. Therefore, a distinction
must be drawn between the post-purchase feelings, and the post usage feelings. Buyer
behaviour and the information acquisition process can be viewed as a continuous system.
Pre purchase information-seeking activities depend on four factors that have an important
time dimension: the urgency of the purchase situation; the level of information the buyer
has acquired; the length and regularity of the purchase cycle for a particular product type
and the risk perceived by consumers in the purchase situation.
60
RECOMMENDATION
 Develop a detailed marketing plan or have one developed for them.
 Make advertising decisions based upon research and a formal marketing plan.
 Plan advertising calendar several months in advance.
 Test copy and ads.
 Hire professionals to handle advertising.
 Learn how to develop and use creative briefs when dealing with agencies.
 Save copies of all of their ads, press releases, and printed collateral. Make sure to
provide as much information as possible to their agency.
 Make sure that their advertising message focuses on what is important for their
audience and not what is important to them.
 Avoid misleading or dishonest copy in hopes of converting duped readers into using
their products or services.
 Avoid using committees to approve their advertising.
61
REFERENCES
1. Adelina Broadbridge & Henry Morgan (2007), consumer buying behavior and
perception toward retail brand baby products.
2. Bytyqi Hysen*, Vegara Mensur (2008) , analysis of consumer behavior in regard to dairy
products in Kosovo, Agric. Res., 2008, 46(3)
3. H Ahasanul ,(K Ali 2009),Factors influencing buying behavior of piracy impact to

malaysian market international review of business research Papers Vol.5 N0. 2 March 2009
Pp. 383-401
4. John Th gersen (2000), The ethical consumer moral norms and packaging choice.
Journal of consumer policy Kluwer Academic Publishers. Printed in the Netherlands.
Journal of consumer marketing, 23/2, 2006, pp. 100-112.
5. K Rita (2009), impact of package elements on consumer purchase, Kauno technologijos

universities, Lietuva, ekonomika is vadyba.
6. Kriti Bardhan Gupta (2009), consumer behaviour for food products in India, 19th annual
world symposium Indian institute of management
7. Kuvykaite, R. (2001). Gaminio marketingas. Kaunas: Technologija. Madden, T. J.,

Hewett, K., & Roth, M. S. (2000). Managing images in different cultures: A crossnational
study of color meanings and preferences. Journal of International Marketing, 8(4), 90-107.
8. L Alice (2006), the power of packaging, united states of America, pp 186-216
9. L Renaud(2007), The influence of label on wine consumption : its effects on young

consumers’ perception of authenticity and purchasing behavior, Bologna, Italy.
10. Liang Lu (2008) Packaging as a strategic tool University of Halmstad school of

Business and Engineering
62
11. Mitul Deliya & Bhavesh Parmar (2012). “Role of Packaging on Consumer Buying
Behavior – Patan District” Global Journal of Management and Business Research, Volume
12 Issue 10 Version 1.0 June 2012.
12. Pires Gon¸calves, Ricardo (2008), product characteristics and quality perception,
university at Autonoma de Barcelona
13. Rita Kuvykaite1, Aiste Dovaliene2, Laura Navickiene3 (2009), Impact of package
elements on the consumer purchase decision economics & management
14. S Nuntasaree and Dr. E Barry (2008), a model of male consumer behavior in buying
skin care products in Thailand, ABAC Journal Vol. 29, No. 1
63
ANNEXURE
QUESTIONNAIRE
Q1. Gender
 Male  Female
Q2. Age Group

 15-22  23-30  31-38  39-46
Q3. Do you think that advertisement is good for brand image of products?
 Yes  No

 Yes  No
Q5. Do you know that advertisement is required for products?

 Yes  No
Q6. Is advertisement necessary generating brand awareness?

 Yes  No
Q7. What would you say about advertisement?

 Is a right step  No need of advertisement  No Comments
Q8. How will you rank the present advertisement of products?

 Entertaining  Boring and disturbing  Informative
 Misguiding  None of the above
Q9. In your opinion, advertisement is good for product image?

 Yes  No
64
 Very Importance  Somewhat Importance  Not important
Q11. The importance of advertising in case of improves the brand image?

 Very Importance  Somewhat Important  Not Important
Q12. Dose advertising affects your purchasing decision?

 Yes  No
65

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SUMMER INTERNSHIP TRAINING

TO STUDY THE IMPACT OF ADVERTISEMENT ON CONSUMER

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE

BACHELOR OF BUSINESS ADMINISTRATION

Under the supervision of

I would like to express my sincere gratitude to my advertisement Head Mr. _____________

S.No. Topic Page No.

Purpose of the Study

 To identify the factors affecting buying behavior of customer

Context of the Study

3. To develop and sustain that interest;

6. To create credibility and brand emotion.

Developing effective advertisements represent key ingredient marketing communications

Advertising objectives can be classified according to whether their aim is to inform,

 Informative advertising aims to create awareness and knowledge of new products or

 Persuasive advertising aims to create liking, preference, conviction, and purchase of

 Reminder advertising aims to stimulate repeat purchase of products and services.

The following qualities about advertising can be noted:

Advertising provides opportunities for dramatizing the Synergy Advertising Company

Public relations and Publicity

Public Relations Tools

Advantages of Publicity-based public relations tools

Limitations of Publicity-based public relations tools

3) Dramatization: Public relations have the potential for dramatizing a Synergy

1) Personal confrontation: personal selling involves an immediate and interactive

1) Nonpublic: the message is normally addressed to a specific person.

2) Customized: the message can be prepared to appear to the addressed individual.

3) Up-to-date: a message can be prepared very quickly.

4) Interactive: the message can be changed depending on the person’s response.

 To identify the factors affecting buying behaviour of customer

Context of the Study

Significance of the Study

3. To develop and sustain that interest;

6. To create credibility and brand emotion.

Developing effective advertisements represent key ingredient marketing communications

Event & Promotion

Hugh Technolabs is a well established Website development company

We are committed to delivering maximum value to our clients to help them

We never stop improving our services, including development methodologies,

Our creative process

IDEA & CONCEPTS

Impact of advertising on consumer Behavior and attitude with reference To consumer

Conclusion & Findings

Impact of Advertisement: An Empirical Study of Products, 2012

Conclusion & Findings

Effects of Advertisement on Consumer Behavior, 2011

Conclusion & Findings

Conclusion & Findings

Literature in advertising and information systems suggests that advertising in both

Quantitative research examines numerical relations between two or more measurable

Ehrenberg, even in 1974, tried to postulate Awareness-Trial- Reinforcement model of

Impact of television advertising on buying behavior of women consumers’, Chandrapur

Conclusion & Findings

Television advertising is a very effective tools of communicating message to its target

Consumer Behavior of Luxury Automobiles, 2010

A consumer behavior perspective, 2011

Impact of Advertisement on Consumer Buying Behavior, 2012

Understanding Consumer Purchasing Behavior Regarding Products, 2011

Consumer Behavior & Advertising, 2011

If we would consider the “consumption” of a luxury car, could we consider it from a

Information process model when it comes to purchasing/buying a luxury car would be

Changes in Consumer Behavior and Their Implications on Marketers, 2012

The consumption pattern of a country depends on liberalization of economic policies,