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A Study On The Impact of Advertisement in Taking Buying Decision by Consumer
A Study On The Impact of Advertisement in Taking Buying Decision by Consumer
PROLOGUE
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1.1 INTRODUCTION
one element in corporate strategies to create, organize and where possible control
markets, especially for mass produced consumer goods. One element in corporate
strategies to create, organize and where possible control markets, especially for mass
consumption of those products and services through the creation and reinvention of the
"brand image”. Every major medium is used to deliver these messages, including
television, radio, cinema, magazines, newspapers, video games, the Internet, carrier bags
and billboards.
Consumers are come to know about the product, its uses, benefits, availability, and
brand name of products. At the time of buying a product, they recall the advertisement
Buying decision is a critical stage fro m the point of view of both the customer and marketer
specifically in case of durable product. while taking a buying decision by a consumer he/she
consider many aspects related to a product ,price, warranty etc.refrigerator is a common
durable essential house product required by each and every family. It is impossible to think
about any family without a refrigerator specifically in the urban counterpart. In selecting
house hold products the house maker invariably influences on the buying decision and
buying behavior of the head of the family is also affected in many cases.
Of course advertisements always work in influencing the customer in taking their buying
decision. It is very difficult to measure properly the impact of advertisement in taking
buying decision by consumer bit some indication may be find out to know the implication of
advertisement through some questions.
In our study area advertisement and buying decision of house maker in relating to
refrigerator has also been giving us an opportunity to consider the term consumer behavior
and decision making process in general.
Consumer behavior is the study of when, why, how, and where people do or do not buy
economics. It attempts to understand the buyer decision making process, both individually
influences on the consumer from groups such as family, friends, reference groups, and
society in general.
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Customer behaviour study is based on consumer buying behaviour, with the customer
playing the three distinct roles of user, payer and buyer. Relationship marketing is an
influential asset for customer behaviour analysis as it has a keen interest in the re-discovery
of the true meaning of marketing through the re-affirmation of the importance of the
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*Adopted from
This model is important for anyone making marketing decisions. It forces the marketer to
consider the whole buying process rather than just the purchase decision (when it may be
The model implies that customers pass through all stages in every purchase. However, in
more routine purchases, customers often skip or reverse some of the stages.
For example, a student buying a favourite hamburger would recognize the need (hunger)
and go right to the purchase decision, skipping information search and evaluation. However,
the model is very useful when it comes to understanding any purchase that requires some
The buying process starts with need recognition. At this stage, the buyer recognizes a
problem or need (e.g. I am hungry, we need a new sofa, I have a headache) or responds to a
marketing stimulus (e.g. you pass Starbucks and are attracted by the aroma of coffee and
chocolate muffins).
An “aroused” customer then needs to decide how much information (if any) is required. If
the need is strong and there is a product or service that meets the need close to hand, then a
purchase decision is likely to be made there and then. If not, then the process of information
search begins.
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• Personal sources: family, friends, neighbors etc
displays
magazines
The usefulness and influence of these sources of information will vary by product and by
customer. Research suggests that customer’s value and respect personal sources more than
commercial sources (the influence of “word of mouth”). The challenge for the marketing
team is to identify which information sources are most influential in their target markets.
In the evaluation stage, the customer must choose between the alternative brands, products
and services.
“involved” in the product. By involvement, we mean the degree of perceived relevance and
Where a purchase is “highly involving”, the customer is likely to carry out extensive
evaluation.
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Low involvement purchases (e.g. buying a soft drink, choosing some breakfast cereals in
The answer lies in the kind of information that the marketing team needs to provide
about the positive consequences of buying. The sales force may need to stress the important
attributes of the product, the advantages compared with the competition; and maybe even
encourage “trial” or “sampling” of the product in the hope of securing the sale.
The final stage is the post-purchase evaluation of the decision. It is common for customers
to experience concerns after making a purchase decision. This arises from a concept that is
known as “cognitive dissonance”. The customer, having bought a product, may feel that an
alternative would have been preferable. In these circumstances that customer will not
To manage the post-purchase stage, it is the job of the marketing team to persuade the
potential customer that the product will satisfy his or her needs. Then after having made a
purchase, the customer should be encouraged that he or she has made the right decision.
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CHAPTER- 2
ABOUT THE
STUDY
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2.1 OBJECTIVES OF THE STUDY
To understand the impact of advertisement in taking buying decision by consumers
of the study area.
product. How much it can influence to the homemaker in taking their buying
decision relating to the refrigerator or has advertisement any impact on the study
Dibrugarh Town.
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3. The study focuses the comparative advantages of advertisements among the home
makers.
brands of refrigerator.
Town.
Sampling:
1. Method: - The type of research is explorative. The respondents are selected by
adopting a method of random sampling.
2. Size: - The sample size is 100 respondents.
3. Area: - The questionnaires have been distributed among consumers in various area of
Dibrugarh town.
Data collection:
Collection of data is done through primary as well as secondary sources.
Primary Data is collected through the structured questionnaires and interviews and
Secondary Data are collected through internet and other published information.
Period of study:
The study is conducted over a period of two months. (January and February)
Analysis Techniques:
Analyses have been made on the basis of the responses of the respondents and the
results of the interviews.
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To arrive at the objectives statistical tools is used for analyzing the data and information
that are percentage, average, Charts, tables, bar diagram, etc.
1. It was difficult to collect proper data and information because the Home makers
2. The time period is too small to carry out such a topic and to draw a meaningful
conclusion.
3. The study is for limited period of two months and market scenario may change after
4. The information collected and analyzed are limited which may not fully represents
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CHAPTER – 3
ANALYSES OF
DATA
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ANALYSES OF DATA
As the study is of empirical in nature, the data has been collected from the respondents
through structured questionnaires and interviews and these were tabulated and accordingly
the analyses were done:
OPTIONS IN %
YES 70
NO 30
Source:Field survey
(Fig.1)
From the above figure,it has been observed that 70% of respondents have refrigerator and
30% of respondents donot have refrigerator.
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OPTIONS IN %
Whirlpool 35
LG 32
Videocon 20
Samsung 23
Other 10
Source:Field survey
( Fig.2)
Above figure shows the indication of brand name given by respondents that 35% have
whirlpool refrigerator, 32% have LG, 20% have Videocon, 23% have Samsung and 10% of
respondents have other refrigerator brand.
3. Media Of Advertisement
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OPTIONS IN %
Billboards 10
TV advertisement 70
Newspaper 15
Others 5
Source:Field survey
( Fig.3)
From the above graph, it has been observed that advertisement is more influenced by TV i.e.
70%, newspaper is 15%, billboards is 10% and other media of advertisement is 5%.
OPTIONS IN %
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Once 15
Twice 22
Thrice 28
Many Times 35
From the above graph, it has been observed that 15% of respondents watch advertisement
once in a day, 22% respondents watch twice in day, 28% respondents watch thrice times in a
day and 35% of respondents watch advertisement many times in a day.
OPTIONS IN %
YES 85
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NO 15
Source:Field survey
( Fig.5)
From the above chart , it is found that 85% of respondents are satisfied with the service of
refrigerator purchased by them whereas, 15% are not satisfied with the service of
refrigerator purchased.
6. Deviation in between the facilities being advertised and in using the product
OPTIONS IN %
YES 10
NO 90
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Source:Field survey
( Fig.6)
From the above figure, it has been observed that 90% of respondents said No about
the facilities being advertised and in using the product and 10 % of respondents said
Yes.
OPTIONS IN %
LG 32
Whirlpool 25
Videocon 18
19
Samsung 20
Others 05
Source:Field survey
( Fig.7)
From the above graph, it is found that 32% of respondents said LG’s advertisement is more
attractive , 25% said Whirpool, 18% said Videocon, 20% said samsung and 5% said others
advertisement is more attractive.
OPTIONS IN %
LG 25
Whirlpool 30
Videocon 15
20
Samsung 20
Others 10
Source:Field survey
( Fig.8)
Above figure shows that, which company’s advertisement seen in recent days, 25% of
respondents said LG, 30% said Whirlpool, 15% said Videocon, 20% said Samsung and 10%
said about other company’s advertisement.
OPTIONS IN %
LG 28
Whirlpool 40
Videocon 12
Samsung 15
Others 5
Source:Field survey
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( Fig.9)
From the above graph, it has been observed that 40% of respondents said
Whirlpool’s advertisement is most memorable whereas, LG’s is 28%, Videocon’s is
12%, Samsung’s is 15% and other company’s advertisement is only 5%.
10. Which company’s advertisement respondents can rely upon and take purchase
decision
OPTIONS IN %
LG 28
Whirlpool 40
Videocon 12
Samsung 15
Others 5
Source:Field survey
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( Fig.10)
From the above figure, it is found that 40% respondents can rely upon the
Whirlpool’s advertisement,28% can rely upon LG, 12% can rely upon Videocon,
15% can rely upon Samsung and 5% can rely upon other refrigerator’s
advertisement.
OPTIONS IN %
Service 20
Availability of parts 20
Design 30
All the above 30
Source:Field survey
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( Fig.11)
Above graph shows the reasons for selecting a brand, 20% of respondents select brand for
service, 20% respondents for availability of parts, 30% respondents for design and 30%
respondents are for all the above.
OPTIONS IN %
YES 90
NO 10
Source:Field survey
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( Fig.12)
From the above figure , it has been observed that 90% of respondents said the
advertisement is helpful to become familiar with the brand whereas, 10% of
respondents said No.
OPTIONS IN %
YES 80
NO 15
No Idea 5
Source:Field survey
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( Fig.13)
From the above figure, it is found that 80% of respondents said advertisement is
substantially help in increasing the number the customers, 15% said No and 5% said No
idea.
OPTIONS IN %
LG 15
Whirlpool 10
Videocon 30
Samsung 20
Others 25
Source:Field survey
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( Fig.14)
From the above figure, it has been observed that 15% of respondents said about LG,
10% said about Whirlpool, 30% said about Videocon, 21% said about Samsung and
25% of respondents said about Other brands.
OPTIONS IN %
LG 28
Whirlpool 25
Videocon 22
Samsung 20
Others 5
Source:Field survey
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( Fig.15)
Above graph shows the purchase decision of respondents relying on different company’s
advertisement, 28% of respondents rely on LG’s advertisement, 25% of advertisement rely
on whirlpool, 22% of respondents rely on Videocon, 20% rely on Samsung and 5% of
respondents rely on Other brand’s advertisement.
CHAPTER- 4
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INTERPRETATION
OF DATA
INTERPRETATION OF DATA
1. From the survey, it has been observed that 70% of respondents have refrigerator and
30% of respondents donot have refrigerator.
2. The study shows the indication of brand name given by respondents that 35% have
whirlpool refrigerator, 32% have LG, 20% have Videocon, 23% have Samsung and
10% of respondents have other refrigerator brand.
3. From the study, it has been observed that TV advertisement is more influencial on
respondence i.e. 70%, newspaper is 15%, billboards is 10% and other media of
advertisement is 5%.
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4. From the survey, it has been observed that 15% of respondents watch advertisement
once in a day, 22% respondents watch twice in day, 28% respondents watch thrice
times in a day and 35% of respondents watch advertisement many times in a day.
5. From the survey , it has been found that 85% of respondents are satisfied with the
service of refrigerator purchased by them whereas, 15% are not satisfied with the
service of refrigerator purchased.
6. From the study, it has been observed that 90% of respondents said No about the
facilities being advertised and in using the product and 10 % of respondents said
Yes.
7. From the survey, it has been found that 32% of respondents said LG’s advertisement
is more attractive , 25% said Whirpool, 18% said Videocon, 20% said samsung and
5% said others advertisement is more attractive.
8. The study shows that, which company’s advertisement seen in recent days, 25% of
respondents said LG, 30% said Whirlpool, 15% said Videocon, 20% said Samsung
and 10% said about other company’s advertisement.
9. From the survey, it has been observed that 40% of respondents said Whirlpool’s
advertisement is most memorable whereas, LG’s is 28%, Videocon’s is 12%,
Samsung’s is 15% and other company’s advertisement is only 5%.
10. From the study, it has been found that 40% respondents can rely upon the
Whirlpool’s advertisement,28% can rely upon LG, 12% can rely upon Videocon,
15% can rely upon Samsung and 5% can rely upon other refrigerator’s
advertisement.
11. The study shows the reasons for selecting a brand, 20% of respondents select brand
for service, 20% respondents for availability of parts, 30% respondents for design
and 30% respondents are for all the above.
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12. From the survey, it has been observed that 90% of respondents said the
advertisement is helpful to become familiar with the brand whereas, 10% of
respondents said No.
13. From the survey, it has been found that 80% of respondents said advertisement is
substantially help in increasing the number the customers, 15% said No and 5% said
No idea.
14. From the study, it has been observed that 15% of respondents said about LG, 10%
said about Whirlpool, 30% said about Videocon, 21% said about Samsung and 25%
of respondents said about Other brands.
15. The study shows the purchase decision of respondents relying on different
company’s advertisement, 28% of respondents rely on LG’s advertisement, 25% of
advertisement rely on whirlpool, 22% of respondents rely on Videocon, 20% rely on
Samsung and 5% of respondents rely on Other brand’s advertisement.
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CHAPTER- 5
EPILOGUE
The study is carried out to identified the impact of advertisements in taking buying decision
by consumer. Buying of product is not an easy task, the consumer should have proper
knowledge and idea about the product. In taking buying decision advertisement can
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influence the buyer at different level with different results. More over advertisement can
highlight the facility,benifit, quality of a brand infront of the prospects which ultimately
help them to be a customer.
The present study is an attempt to understand the impact of advertisement on the home
maker and run with five chapter.The chAPTER ONE deals with………….
From the study we get some indigation on the impact of advertisent on the respondence of
the study area and they can be listed on the following findings.
5.2 FINDINGS
1. From the study, it has been observed that 70% of respondents have refrigerator and
30% of respondents donot have refrigerator.
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2. From the study, it has been found that most of the respondents are using Whirlpool
and LG refrigerator brand in comparision of other brands like Samsung and
Videocon.
4. From the study, it is found that most of the respondents are satisfied with the service
of refrigerator purchased .
5. From the study, it has been observed that most of the respondents are satisfied with
the facilities being advertised and in using the product.
6. From the study, it is found that LG’s and Whirlpool’s advertisement is more
attractive than the other brand.
7. From the study, it has been observed that more advertisements of LG and Whirlpool
have seen in recent days.
8. From the study, it has been observed that Whirlpool’s and LG’s advertisement is
most memorable than other brand.
9. From the study, it is found that most of the respondents can rely upon the
Whirlpool’s and LG’s advertisement.
10. From the study, it has been observed that some of the respondents select brand
according to the design, some respondents select for service, some respondents
select for availability of parts and some respondents select for all these features .
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11. From the study, it has been observed that advertisement is helpful to become familiar
with the brand and also advertisement is substantially help in increasing the number
of customers.
12. From the study, it has been observed that Videocon’s and Other brands service and
advertisement is differ in comparision of LG, Whirlpool and Samsung.
13. From the study, it has been found that purchase decision of respondents relying on
different company’s advertisement like some respondents rely on LG’s
advertisement, some respondents rely on whirlpool, some respondents rely on
Videocon, some respondents rely on Samsung and some respondents rely on Other
brand’s advertisement.
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5.3 CONCLUSION
The results of this research study clearly indicate that there is an impact of advertisement in
taking buying decision by consumer of Dibrugarh town regarding the refrigerator.
Consumer’s buying decision depends upon the brand name, attractive overview of
advertisements, facilities and uses of the refrigerator. The consumers select their brand
according to the facilities, availability of parts, design and for good services. An
advertisement can definitely helps to take the buying decision regarding any product
because from advertisement they learn about the utility, its features and brand image.
Advertisements are closely linked to the consumer behavior. So it affects the personality to
the consumers, his concept of self, his attitudes beliefs and opinions, his life-cycle and life-
style etc. An advertisement makes it possible for the manufacturer to introduce new ideas
and new products. Had it not been for the advertising the consumers would not have
accepted many products. Advertising expands markets, builds up volumes, and gives a
market share and profitability and it is more influenced by TV.
So, the consumers easily take buying decision by relying upon their choosing brand and the
advertisements helps them to become more familiar with the brands of refrigerators. The
consumers of Dibrugarh town prefer the Whirlpool and LG brand’s refrigerator in large
volume.
From the study, it is concluded that there is an impact of advertisements in taking buying
decision by consumer amongst the home maker in relating to Refrigerator in Dibrugarh
town.
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ANNEXURE
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Questions asked to the consumers of Dibrugarh town
Dear Sir,
On the basis of my topic. I prepared a few question for getting the information. So, please
provide the correct information as per your experience & Convenience.
Thanking You
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QUESTIONNAIRE
Name: ___________________________
Age: ____________________
Income Status:
Below Rs. 3000
Rs. 3000 to Rs 5000
Rs. 5000 to Rs. 10000
Rs. 10000 to Rs. 20000
Above Rs. 20000
4. How many times in a day have you seen the advertisement of refrigerator?
a) Once b) Twice c) Thrice d) Many times
5. Are you satisfied with the service of refrigerator you purchased?
Yes No
6. Do you experience with any deviation in between the facilities being advertised
and in using?
Yes No
7. Which company’s advertisement is more attractive to you?
a) LG b) Whirlpool c) Videocon d) Samsung e) Others
8. Which company’s refrigerator advertisement you have seen in recent days?
a) LG b) Whirlpool c) Videocon d) Samsung
e) Others
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9. Which company’s advertisement is most memorable?
a) LG b) Whirlpool c) Videocon d) Samsung
e) Others
10. On which company’s advertisement you can rely upon and take purchase
decision?
a) LG b) Whirlpool c) Videocon d) Samsung e) Others
12. Do you think that advertisement is helpful in making you familiar with a brand
of Refrigerator?
Yes No
13. Do you believe that advertisement can substantially help in increasing number
of Customers?
Yes No No idea
15. You can take purchase decision relying on which company’s advertisement?
a) LG b) Whirlpool c) Videocon d) Samsung
e) Others
BIBLIOGRAPHY
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Babin, B. J. and Babin, L. (2001), “Seeking something different? A
model of schema typically, consumer affect. Purchase intentions
and perceived shopping value”, Journal of Business research, Vol.
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41
Han, Y. K., Morgan, G. A., Kotsiopulos, A. and Kang, P. J. (1991),
“Impulse buying behavior of apparel purchases”, Clothing and
Textile Research Journal, Vol.9 No. 3, pp. 15-21.
42
Rook, D. W., and Fisher, R. J. (1995), “Normative Influences on
Impulsive Buying Behavior,” Journal of Consumer Research, Vol. 22
(3), pp. 305-413. An Empirical Study of Consumer Impulse Buying
Behavior in Local Markets 531
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