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To Study the Impact of Advertisement of consumer durable goods on Consumer Brand Preference

Submitted to IMED, Pune

Submitted by: Manish Aggarwal Mayank Chaubey

roll no. 80 roll no. 83

Supervisor: Mr. M.D.Kakde

Abstract
It is well known fact that people in India do not just watch their favorite sport, film or serial, many are watching to see the commercials. Regardless of how good the game was, there are usually a few ads that people talk about the next day. But one thing that people may not think about is how trustworthy an advertisement may be and, at a higher level, how much trust one can, or cannot, place in an industry's advertisements. In Indian scenario it is proved that advertisements from Consumer Durables are most effective. As we know these days Durables companies are advertising their product so much on televisions and are spending so much money on the celebrities to endorse their products. For increasing the sale of their product they are taking film stars, cricket stars in their advertisements of their products which are again very costly. Therefore we took this as opportunity to study different aspects of Advertisements, their impact on consumer perception etc. Advertising is a form of communication used to help sell products and services. Typically it communicates a message including the name of the product or service and how that product or service could potentially benefit the consumer. However, Advertising does typically attempt to persuade potential customers to purchase or to consume more of a particular brand of product or service. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. The crescendo of celebrities endorsing brands has been steadily increasing over the past 20 years or so. Marketers overtly acknowledge the power of celebrity in influencing buyer's purchase decision. They have firm believe that likeability or a favorable attitude towards a brand is created by the use of a celebrity. The crore of rupees spent per year on celebrity endorsement contracts show that celebrities like Amitabh Bachchan, Sharukh khan and Sachin Tendulkar play an important role for the advertising industry. It is an established fact that celebrity endorsement can bestow unique features or special attributes upon a product that it may have lacked otherwise.

Acknowledgement
This Study To Study the Impact of Advertisement of

consumer durable goods on Consumer Brand Preference would not be possible without the valuable
contribution of Prof: M.D.Kakade. I am very thankful to those who helped me out in doing this study. The objective of the study is:
To study the impact of the Advertisements on the brand preference of consumers. To find out the consumer preference regarding the most effective media for Advertisements. To study the impact of the celebrity endorsement on the consumer buying behaviour.

Certificate
This is to certify that Mr. Manish Aggarwal is a bonafide student of Master of Business Administration, programme of IMED, BVU for the year 2010-12 has successfully completed to do his study. As a part of the Marketing Management curriculum, I have undergone this on the topic for study: To Study the Impact of Advertisement of consumer durable goods on Consumer Brand Preference

Teacher Guide: prof. M.D.Kakade Date: 17-sep.-2011 Place: pune

TABLE OF CONTENT
S. NO. TOPIC
1 2 3 4 5 6 7 8 9
11 12 13 14 15 16 17 18 ABSTRACT ACKNOWLEDGEMENT CERTIFICATE OBJECTIVE OF THE STUDY SCOPE OF THE STUDY NEED OF THE STUDY INTRODUCTION OF THE STUDY INTRODUCTION OF CONSUMER PREFERENCE IMPORTANCE OF ADVERTISEMENT RESEARCH METHODOLOGY DATA ANALYSIS FINDING OF THE STUDY CONCLUSION RECOMMENDATION LIMITATION BIBIOLOGRAPHY REFRENCES QUESTIONNAIRE

Page NO.
02 03 04 04 04 04 05 06 06
14 16 40 41 42 43 44 46

OBJECTIVE OF THE STUDY

To study the impact of the Advertisements on the brand preference of consumers. To find out the consumer preference regarding the most effective media for Advertisements. To study the impact of the celebrity endorsement on the consumer buying behaviour.

SCOPE OF THE STUDY

This project helps in projecting the impact of advertisement on customers brand preference. When the customers while selecting a product or service what is the role play by advertisement. We very well know that advertisement is not only use for awareness it also play an important role in brand preference. It also shows how celebrity endorsement impact customers. The scope of study for management student gets to apply all their theoretical knowledge in the market. During study they solve the particular problem given by the market and come to know the various things practically.

NEED OF THE STUDY

As we know that every company spend a lot of money on Advertisements, Celebrities etc. Therefore Advertising is an important aspect of the companies to promote their product, and generate sales. It is also important for the companies to know whether their advertisements are effective or not, In order to check the impact of the advertisements, we have taken this as our research problem.

INTRODUCTION OF THE STUDY

CONSUMER
A consumer is an individual who purchase or has the capacity to purchase goods and services offered for sale by marketing institutions in order to satisfy personal or household needs, wants or desires. According to a statement made by Mahatma Gandhi, consumer refers to the following, A consumer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an outsider to our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so. So consumer is like the blood of our business and also a satisfied customer is a word of mouth advertisement of a product / services.

Consumer Durables goods:

Consumer durables involve any type of products purchased by consumers that are manufactured for long-term use. As opposed to many goods that are intended for consumption in the short term, consumer durable are intended to endure regular usage for several years or longer before replacement of the consumer product is required. Just about every household will contain at least a few items that may be properly considered to be of a consumer durable nature. One of the most common of all consumer durables would be the furniture found in the home. This would include items such as sofas, chairs, tables, bed frames, and storage pieces such as chests of drawers and bookshelf units. While once thought to be limited to only items made of sturdy metal or wood, any type of furniture today that is intended for use over the period of at least a few years can rightly be classified as consumer durables. Another common example of customer durables in the possession of most households is appliances. These items may include ovens, refrigerators, toasters, and gas or electric water heaters. Consumer durables of this type are intended for use on a continuing basis, and often are sold with some type of warranty or service contract that helps to ensure the appliance will continue working for an appreciable period of time. The family car is also understood to be among the various consumer durables owned by many households. Considered a major investment by many consumers, the expectation is that the vehicle will remain operational for at least the amount of time it takes for the consumer to pay

7 off any loans associated with the acquisition. Further, consumers anticipate that the vehicle can be utilized on a regular basis without fear of being destroyed by the frequent usage.

CONSUMER PREFERENCE
All marketing starts with the consumer. So consumer is a very important person to a marketer. Consumer decides what to purchase, for whom to purchase, why to purchase, from where to purchase, and how much to purchase. In order to become a successful marketer, he must know the liking or disliking of the customers. He must also know the time and the quantity of goods and services, a consumer may purchase, so that he may store the goods or provide the services according to the likings of the consumers. Now the whole concept of consumers sovereignty prevails. The manufacturers produce and the sellers sell whatever the consumer likes. In this sense, consumer is the supreme in the market. As consumers, we play a very vital role in the health of the economy local, national or international. The decision we make concerning our consumption behavior affect the demand for the basic raw materials, for the transportation, for the banking, for the production; they affect the employment of workers and deployment of resources and success of some industries and failures of others. Thus marketer must understand this. Preference (or "taste") is a concept, used in the social sciences, particularly economics. It assumes a real or imagined "choice" between alternatives and the possibility of rank ordering of these alternatives, based on happiness, satisfaction, gratification, enjoyment, utility they provide. More generally, it can be seen as a source of motivation. In cognitive sciences, individual preferences enable choice of objectives/goals. The study of the consumer preference not only focuses on how and why consumers make buying decision, but also focuses on how and why consumers make choice of the goods they buy and their evaluation of these goods after use. So for success of any company or product promotion it is very necessary to depart its concentration towards consumer preference.

Consumer Acceptance
Acceptance describes consumer willingness to receive and/ to tolerate. For example, a customer might accept the occurrence of a certain number of yearly supply interruptions given a certain price. Weighing needs or preferences against provided product or service attributes results in the balance of satisfaction pointing in a negative or positive direction, depending on whether interests are conflicting or corresponding.

8 This determines the way in which people evaluate companies or utilities performance. Only when a consumers needs for a stated good or service are met, i.e. when the service provided corresponds with their preferences, will they feel satisfied. Acceptance is also used in the literature to mean an affirmative answer to a proposal. The distinction is subtle but there are occasions where consumers might not agree to a proposal yet accept the subsequent service in the sense of tolerating it.

IMPORTANCE OF ADVERTISEMENT
Generally, advertising is a relatively low-cost method of conveying selling messages to numerous prospective customers. It can secure leads for salesmen and middlemen by convincing readers to request more information and by identifying outlets handling the product. It can force middlemen to stock the product by building consumer interest. It can help trait dealers salesmen in product uses and applications. It can build dealer and consumer confidence in the company and its products by building familiarity. Advertising is to stimulate market demand. While sometimes advertising alone may succeed in achieving buyer acceptance, preference, or even demand for the product, it is seldom solely relied upon. Advertising is efficiently used with at least one other sales method, such as personal selling or point-of-purchase display, to directly move customers to buying action. Advertising has become increasingly important to business enterprises both large and small. Outlay on advertising certainly is the voucher. Non-business enterprises have also recognized the importance of advertising. The attempt by army recruitment is bases on a substantial advertising campaign, stressing the advantages of a military career. The health department popularizes family planning through advertising Labour organizations have also used advertising to make their viewpoints known to the public at large. Advertising assumes real economic importance too. Advertising strategies that increase the number of units sold stimulate economies in the production process. The production cost per unit of output is lowered. It in turn leads to lower prices. Lower consumer prices then allow these products to become available to more people. Similarly, the price of newspapers, professional sports, radio and TV programmes, and the like might be prohibitive without advertising. In short, advertising pays for many of the enjoyable entertainment and educational aspects of contemporary life. Advertising has become an important factor in the campaigns to achieve such societal-oriented objectives such as the discontinuance of smoking, family planning, physical fitness, and the elimination of drug abuse. Though in India, advertising was accepted as a potent and recognized means of promotion only 25 years ago, its growing productive capacity and output necessitates the finding of consumers and advertising plays an important role in this process. Advertising helps to increase mass marketing while helping the consumer to choose from amongst the variety of products offered for his selection. In India, advertising as a profession is in its infancy. Because of this fact, there

9 is a tremendous scope for development so that it may be productively used for the benefit of producers, traders, consumers, and the countrys economy. Everyday consumers are exposed to thousands of voices and images in magazines, newspapers, and on billboards, websites, radio and television. Every brand attempts to steal at least a fraction of a persons time to inform him or her of the amazing and different attributes of the product at hand. The challenge of the marketer is to find a hook that will hold the subjects attention. In helping to achieve this, use of celebrity endorsers is a widely used marketing strategy.

RESEARCH METHODOLOGY
Before examining types of research designs it is important to be clear about the role and purpose of research design. We need to understand what research design is and what it is not. We need to know where design into the whole research process from framing a question to finally analyzing and reporting data.

Research design The purpose of the study to To Study the Impact of Advertisement of consumer durable goods on Consumer Brand Preference. Hence descriptive research design used for this study. A survey was conducted through which an analysis was drowned.

Sample size A sample of 100 sample was taken for the purpose of study and analysis. Sampling unit: Sampling unit consists of all customers having consumer durable goods. Sampling technique Convenience sampling technique (non probability sampling) was used for the survey. Questionnaire filled by the selected customers. Data collection: data was collected through primary and secondary sources.

(1)Primary data: primary data was collected with the help of structured questionnaire and
personal interview.

(2)Secondary data:

Source of secondary data was collected with help of published reports, magazines, newspapers and the websites.

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DATA INTERPETATION TOOLS

The most often tools used to examine are: Percentage. Pie Charts.

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Data Analysis:
Gender Cumulative Frequency Valid Male Female Total 68 32 100 Percent 68.0 32.0 100.0 Valid Percent 68.0 32.0 100.0 Percent 68.0 100.0

ANALYSIS: The above data shows that the Gender of the respondent. Here 68% of respondent are male and rest 32% are female.

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Age
Cumulative Frequency Valid 20 to 25 25 to 30 30 to 35 35+ Total 55 13 18 14 100 Percent 55.0 13.0 18.0 14.0 100.0 Valid Percent 55.0 13.0 18.0 14.0 100.0 Percent 55.0 68.0 86.0 100.0

ANALYSIS: The above data show that the age difference of the respondent. 8% of the respondent belongs to 20 to 30 year. 56% people belong to 30 to 40. 24% belong to 40 to 50 and rests of the respondent belong to 50+age category.

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Which is your favorite Brand? Cumulative Frequency Valid LG SAMSUNG ONIDIA SONY PHILIPS Total 30 26 15 25 4 100 Percent 30.0 26.0 15.0 25.0 4.0 100.0 Valid Percent 30.0 26.0 15.0 25.0 4.0 100.0 Percent 30.0 56.0 71.0 96.0 100.0

ANALYSIS: The above table show that the consumer preference regarding the durable goods. 30% people like to LG, 26% Samsung and 25% people like Sony products. It shows that these three are the most preferable brands in the market.

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Why you have chosen this Brand? Cumulative Frequency Valid PRICE QUALITY ADVERTISEMENTS BRAND NAME CELEBRITY Total 20 8 12 48 12 100 Percent 20.0 8.0 12.0 48.0 12.0 100.0 Valid Percent 20.0 8.0 12.0 48.0 12.0 100.0 Percent 20.0 28.0 40.0 88.0 100.0

ANALYSIS: When we ask to them why you chose these brands then 48% people said that they choose these brands due to Brand Name. 20% people concern with the price and 12% said that celebrity and quality is most important for his brand preference.

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Does Advertisement affects the choice of your brand? Cumulative Frequency Valid STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY DISAGREE Total 16 38 22 18 6 100 Percent 16.0 38.0 22.0 18.0 6.0 100.0 Valid Percent 16.0 38.0 22.0 18.0 6.0 100.0 Percent 16.0 54.0 76.0 94.0 100.0

ANALYSIS: 38% people agree that advertisement affect his choice. It show that advertisement play a important role in brand preference. 22 %people are neutral and 16% people disagree he said that advertisements not affect his choice.

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Which medium of Advertisement you like the most? Cumulative Frequency Valid TV RADIO NEWSPAPERS MAGAZINE INTERNET OUT DOOR MEDIA Total 30 26 9 14 18 3 100 Percent 30.0 26.0 9.0 14.0 18.0 3.0 100.0 Valid Percent 30.0 26.0 9.0 14.0 18.0 3.0 100.0 Percent 30.0 56.0 65.0 79.0 97.0 100.0

ANALYSIS: 30% people said that TV is a good medium for advertisement. So we say that if company wants to communicate their customers then they choose the TV for Advertisement. 26% people said that radio is good medium and 18% people said that internet is good medium for advertisement.

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Can you recall any advertisement of your Brand? Cumulative Frequency Valid YES NO Total 68 32 100 Percent 68.0 32.0 100.0 Valid Percent 68.0 32.0 100.0 Percent 68.0 100.0

ANALYSIS: When we ask to the respondent can you recall any of the advertisement then 68% respondent can recall the past or present add. It shows that the advertisement play an important role in consumer sensory.

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Which of the following aspect of the advertisement you remember most? Cumulative Frequency Valid COLOR SLOGAN THEME PUNCH LINE CELEBRITY Total 4 8 20 32 36 100 Percent 4.0 8.0 20.0 32.0 36.0 100.0 Valid Percent 4.0 8.0 20.0 32.0 36.0 100.0 Percent 4.0 12.0 32.0 64.0 100.0

ANALYSIS: The above table show that the aspect of advertisement which the most remember able to the customer. It show that 36% of people said that celebrity is most remember able and 32% said that Punch line is the most remember able and 20% people said that Theme is most remember able.

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Do you rely on advertisement? Cumulative Frequency Valid YES NO SOMETIMES Total 36 21 43 100 Percent 36.0 21.0 43.0 100.0 Valid Percent 36.0 21.0 43.0 100.0 Percent 36.0 57.0 100.0

ANALYSIS: The above Graph show that the reliability of the customer to advertisement. 36% of the people rely on the advertisement. 43% said that they are relying sometime. Only 21% people said that they not rely on the advertisement.

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Do you change your preference of a product by just seeing celebrity in advertisement? Cumulative Frequency Valid YES NO SOMETIMES Total 32 26 42 100 Percent 32.0 26.0 42.0 100.0 Valid Percent 32.0 26.0 42.0 100.0 Percent 32.0 58.0 100.0

ANALYSIS: 32% of people said that they change his perception towards the product if the advertisement tries to promote the product in a better way. 26% people said that they not change his perception just seen an advertisement. And 42% people said that they sometimes change his perception.

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Do you purchase a product just because your favorite celebrity is endorsing it? Cumulative Frequency Valid YES NO SOMETIMES Total 34 21 45 100 Percent 34.0 21.0 45.0 100.0 Valid Percent 34.0 21.0 45.0 100.0 Percent 34.0 55.0 100.0

ANALYSIS: The above data show that if the favourite celebrity is endorsing a product. Then the image of the product is improved and people try to adopt these product. Because they believe that product is good. 34% people said yes. 21% said no and rest said they purchase sometime due to celebrity is endorsing it.

22 Q10 1 Factors influenced when you see an Advertisement. Price of the product

Cumulative Frequency Percent Valid Percent Percent Valid STRONGLY AGREE AGREE SOME WHAT AGREE DISAGREE STRONGLY DISAGREE Total 22 33 18 15 12 100 22.0 33.0 18.0 15.0 12.0 100.0 22.0 33.0 18.0 15.0 12.0 100.0 22.0 55.0 73.0 88.0 100.0

Analysis:- Price of the product is the most influencing while seeing advertisement and this is proved by the above graph which shows that 22% respondent strongly agree and 33% respondents are agree with that price of the product influence them while seeing advertisement. 18% respondent says that they are neutral or somewhat agree with the statement. Only 15% and 12% of the respondent are disagree with this particular variable.

23 2.) Factors influenced when you see an Advertisement. Benefits of the product

Frequency Percent Valid STRONGLY AGREE AGREE SOME WHAT AGREE DISAGREE STRONGLY DISAGREE Total 17 43 13 18 9 100 17.0 43.0 13.0 18.0 9.0 100.0

Valid Percent 17.0 43.0 13.0 18.0 9.0 100.0

Cumulative Percent 17.0 60.0 73.0 91.0 100.0

Analysis:- According to the above graph most of the respondent 43% of the respondent says that Benefits of the product influenced them while seeing an advertisement. Least respondent as only 9% says that they do not consider benefits of the product while seeing an advertisement.

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3.) Factors influenced when you see an Advertisement. Brand endorsers

Frequency Valid STRONG AGREE AGREE SOMEWHAT AGREE DISAGREE STRONGLY DISAGREE Total 24 28 18 19 11 100

Percent Valid Percent 24.0 28.0 18.0 19.0 11.0 100.0 24.0 28.0 18.0 19.0 11.0 100.0

Cumulative Percent 24.0 52.0 70.0 89.0 100.0

Analysis:- brand endorsers is the most considerable factor while seeing an advertisement. As we know brand endorser play a important role in attracting consumer attention so our study also prove this point. 24% and 28% respondent are agree with the statement that brand endorser influence them. Only 19% (disagree) and 11% (strongly disagree) with this point.

25 4.) Factors influenced when you see an Advertisement. Offers

Frequency Percent Valid STRONGLY AGREE AGREE SOME WHAT AGREE DISAGREE STRONGLY DISAGREE Total 28 37 16 12 7 100 28.0 37.0 16.0 12.0 7.0 100.0

Valid Percent 28.0 37.0 16.0 12.0 7.0 100.0

Cumulative Percent 28.0 65.0 81.0 93.0 100.0

Analysis:- Promotional offer influence consumer brand preference and liking. So an advertisement having promotional offers also influence consumer brand preference and perception and this is proved by the graph. Mostly respondent 37% agree with the statement. Only 7% respondents strongly disagree with the statement.

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5.) Factors influenced when you see an Advertisement. Quality of the product

Frequency Percent Valid STRONGLY AGREE AGREE SOME WHAT AGREE DIS AGREE STRONGLY DISAGREE Total 16 41 32 4 7 100 16.0 41.0 32.0 4.0 7.0 100.0

Valid Percent 16.0 41.0 32.0 4.0 7.0 100.0

Cumulative Percent 16.0 57.0 89.0 93.0 100.0

Analysis:- 41% of the respondent says that they are agree with quality of the product influence them while seeing the advertisement. 32% of the respondents are somewhat agree. But only 11% are disagree (7% strongly disagree) with this point. So on the basis of the result we can say that quality of the product influence consumers while seeing advertisement.

27 6.) Factors influenced when you see an Advertisement. Uses of the product

Frequency Percent Valid STRONGLY AGREE AGREE SOME WHAT AGREE DISAGREE STRONGLY DISAGREE Total 16 45 20 14 5 100 16.0 45.0 20.0 14.0 5.0 100.0

Valid Percent 16.0 45.0 20.0 14.0 5.0 100.0

Cumulative Percent 16.0 61.0 81.0 95.0 100.0

Analysis:- 45% of the respondents are agree on that uses of the product influence consumers while seeing an advertisement. Only 5% of the respondent strongly disagree with the above data and said that they do not consider uses of product while seeing an advertisement. In other word we can say that Use of Product influence consumer perception while seeing an advertisement.

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7.) Factors influenced when you see an Advertisement. Necessity of Product

Frequenc y Percent Valid STRONGLY AGREE AGREE SOMEWHAT AGREE DISAGREE STRONGLY DISAGREE Total 13 44 22 15 6 100 13.0 44.0 22.0 15.0 6.0 100.0

Valid Percent 13.0 44.0 22.0 15.0 6.0 100.0

Cumulative Percent 13.0 57.0 79.0 94.0 100.0

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Analysis:- 44% of the respondents are agree with that necessity of the product influence them, in other word only 6% of the respondent says that they are strongly disagree with this factor.

8.) Factors influenced when you see an Advertisement. Opinion of friends about products

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Frequenc y Percent Valid STRONGLY AGREE AGREE SOMEWHAT AGREE DISAGREE STRONGLY DISAGREE Total 100 100.0 28 33 21 11 7 28.0 33.0 21.0 11.0 7.0

Valid Percent 28.0 33.0 21.0 11.0 7.0 100.0

Cumulative Percent 28.0 61.0 82.0 93.0 100.0

Analysis:- Mostly respondent 33% are agree with that opinion of friend about product influenced by an advertisement. Only 7% of the respondents are against the above statement.

31 9.) Factors influenced when you see an Advertisement. Celebrity

Frequency Percent Valid STRONGLY AGREE AGREE SOME WHAT AGREE DISAGREE STRONGLY DISAGREE Total 12 42 26 13 7 100 12.0 42.0 26.0 13.0 7.0 100.0

Valid Percent 12.0 42.0 26.0 13.0 7.0 100.0

Cumulative Percent 12.0 54.0 80.0 93.0 100.0

Analysis:- Mostly respondents 42% are influenced by celebrity in an advertisement. Only 7% of the respondent strongly disagrees with this point. On this basis of this graph we can say that celebrity endorsement influence them while seeing an advertisement.

32 10.) Factors influenced when you see an Advertisement. Entertainment

Frequency Percent Valid STRONGLY AGREE AGREE SOME WHAT AGREE DISAGREE STRONGLY DISAGREE Total 19 43 14 15 9 100 19.0 43.0 14.0 15.0 9.0 100.0

Valid Percent 19.0 43.0 14.0 15.0 9.0 100.0

Cumulative Percent 19.0 62.0 76.0 91.0 100.0

Analysis:- As we know mostly advertisement are entertaining in nature. So, mostly respondent 43% says that entertainment influence them while seeing an advertisement. Only 9% of respondent strongly disagree with this point.

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Findings
1. LG is most preferred brand followed by Samsung and Sony. 2. There is an impact of the Advertisements on the consumers regarding the choice of their brand, i.e. there is a significant relationship between advertisements and the choice of the brand. 3. The most liked medium of Advertisements is television followed by Internet and Radio media. 4. There is a great impact of the advertisements on the consumers as 68% respondents replied they do recall the advertisements of their brands. This recall helps them in decision making while making a purchase. 5. People remember different aspects of the advertisements. The most remembered aspect by respondents is Celebrity, followed by Punch line and Theme. 6. The main four factors are most influencing the consumer preference while selecting the consumer durable goods. These are follow: Celebrity. Offers. Quality of the Product. Opinion of friends about the product.

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Conclusion
As we know that today market is very competitive. There is cut throat competition in the Consumer Durables industry mainly between the three big giants i.e. LG, SAMSUNG and Sony. Both are striving very hard for their market share. Therefore it becomes very hard for the companies to retain their customers. It is also evident that companies spend a huge amount on Advertisements. Therefore Advertisements are the back bone for this Industry, they act as a glue to retain their consumers and target the prospectus. Also the consumers preferences and the attitudes change with the passage of the time and age. Mediums of Advertisements also play an important role in promoting the products among the masses. Advertisements play a pivotal role in changing the consumers preference .Television is an important and effective medium used for communication with the consumers, and Internet has emerged one of the strongest medium that youngsters use to gather the information. At last we can say that there is a direct relation between Advertisements and the consumer preference which has been proved by the tests also.

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Recommendations
1. Companies should aggressively go for Internet marketing as there is a great scope for it because youngsters are in close contact round the clock with Internet. 2. Companies should focus on creative advertisements, because people want something different, something new that will attract their attention. 3. Companies should make use different mediums of Advertisements to cover maximum population. 4. Companies should go for Sponsorships of different events at district levels. 5. Companies should select the celebrity that has greater credibility and fan following in the particular regions. 6. Companies should promote their product on FM Radio stations in Pune and almost everybody listen to FM radio Stations on their cell phones so there is a great scope for this. 7. Use of digital Billboards as images and videos change after 5 seconds on bill boards, they are attractive and they easily grab consumers attention. 8. Personal contract with the customer is best possible way to attend the customers. So the company try to make relation with the customers after sales service.

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Limitations of the Study

Limitations are always accompanied with any work. The present study has some limitations. The study has been conducted in the city Pune. Opinion of people of other places may be different. The respondent for this study were well educated. Illiterate and less literate people might have different views. As all the primary data has been collected by discussion and interviews, there is a choice of error as people hesitate in granting correct data and sometime exaggerate the information. I tried to convince the respondents that the study is only meant for academic purpose, some respondents were not ready to furnish other information like who is your favorite celebrity; you rely on advertisement, which factors influence you preference.

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BIBLIOGRAPHY & REFERENCE

BOOKS REFERED Kotler Philip (2008), Marketing Management 12th Ed, New Delhi, Pearson Education, PP34-42 Kotler, Philip and Pfoertsch (2006) Waldemar, 12th Ed, New Delhi, Pearson publication, PP 56-66

Internet
www.google.com www.ask.com www.scribd.com

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QUESTIONNAIRE
Dear Sir/Madam. We are conducting this survey as a part of our MBA programme from Bharti Vidyapeeth University. The purpose of this survey is To Study the Impact of Advertisement of consumer durable goods on Consumer Brand Preference. So we would be grateful if you could spend some of your precious time in filling up this Questionnaire. Name:-. Contact No:- Gender: (1) Male (2) Female

Age:- Q1Which is your favorite Brand? LG SONY SAMSUNG PHILIPS ONIDA others Brand Name Celebrity

Q2 Why you have chosen this Brand? Price Quality Advertisements Q3.Does Advertisement affects the choice of your brand? Strongly Agree Agree Neutral Disagree

Strongly Disagree

Q4.Which medium of Advertisement you like the most? TV Radio Newspapers Magazine Internet Out Door Media Q5 Can you recall any advertisement of your Brand? Yes No

others

Q6 which of the following aspect of the advertisement you remember most? Color Slogan Theme Punch Line Celebrity Q7 Do you rely on advertisement? Yes No

Sometimes

39 Q8 Do you change your preference of a product by just seeing celebrity in advertisement? Yes No Sometimes

Q9 Do you purchase a product just because your favorite celebrity is endorsing it? Yes No Sometimes

(10) What do you want to see in an Advertisement? Which affect you preference toward the brand? (Strong Agree-1, Agree-2, Somewhat Agree-3, and Disagree-4, Strongly Disagree-5)

S No. 1 2 3 4 5 6 7 8 9 10

Factors Price of the product Feature of the product Brand endorsers Offers Quality of the product Use of the product Necessity of Product Opinion of expert about product Celebrity Entertainment

Strongly Agree

Agree

Somewhat Agree

Disagree Strongly Disagree

(11)What is your valuable suggestion / opinion about favorite Brand Advertisement? ............................................................................................................................................................ ............................................................................................................................................................ ............................................................................................................................................................