1

“To Study the Impact of Advertisement of consumer

durable goods on Consumer Brand Preference”

SYMBIOSIS CENTRE FOR MANAGEMENT

STUDIES, NOIDA

Under the Guidance of Mr. Prashant Yadav

Professor
SCMS, Noida

Submitted By-
Utkarsh Arya (PRN-18021021)
Yash Gupta (PRN- 18021021357)
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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.
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TABLE OF CONTENT

S. NO. TOPIC
1. ABSTRACT
2. OBJECTIVE OF THE STUDY
3. SCOPE OF THE STUDY
4. INTRODUCTION OF THE STUDY
5. INTRODUCTION OF CONSUMER PREFERENCE
6. IMPORTANCE OF ADVERTISEMENT
7. REVIEW OF LITERATURE
8. RESEARCH METHODOLOGY
9. DATA ANALYSIS
10. FINDING OF THE STUDY
11. CONCLUSION
12. RECOMMENDATION
13. LIMITATION
14. BIBIOLOGRAPHY REFRENCES
15. QUESTIONNAIRE
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OBJECTIVE OF THE STUDY

 To study the impact of the Advertisements on the brand preference of consumers.

 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 customer’s brand preference.

When the customer’s 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 a 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.

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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.

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.

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 consumer’s sovereignty
prevails. The manufacturers produce and the sellers sell whatever the consumer likes. In this
sense, “consumer is the supreme in the market”.

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.
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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.
This determines the way in which people evaluate companies’ or utilities’ performance. Only
when a consumer’s needs for a stated good or service are met, i.e. when the service provided
corresponds with their preferences, will they feel satisfied.

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.
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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
is a tremendous scope for development so that it may be productively used for the benefit of
producers, traders, consumers, and the country’s 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 person’s 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 subject’s attention. In
helping to achieve this, use of celebrity endorsers is a widely used marketing strategy.
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REVIEW OF LITERATURE

Miss Amanda Spry et al, (2011) This research examines the impact of celebrity credibility on
consumer-based equity of the endorsed brand. The mediating role of brand credibility and the
moderating role of the type of branding (parent versus sub-brand) employed by the endorsed
brand on the endorser credibility-brand equity relationship are also examined. The endorser
credibility-brand equity relationship was developed using associative learning principles whereas
the brand signalling theory was applied to examine the mediating role of brand credibility.
Results suggest endorser credibility has an indirect impact on brand equity when this relationship
is mediated by brand credibility. This mediating relationship was moderated by type of branding.
However, the ‘endorser credibility-brand credibility’ and ‘endorser credibility-brand equity’
relationships did not vary according to the type of branding employed.

Mark M. Moriart(2002) In this research paper addressed the question of how long the
carryover effect of advertising on sales persists. Appropriate cautions are included in the
conclusions reached by Clarke since the preponderance of studies that he reviewed involved
mature frequently purchased low-priced products. His conclusion is that, for such products, the
carryover effect of advertising lasts a matter of months rather than years. The current study
examines durable goods and provides preliminary evidence that for some durables, advertising
effects may have a duration interval that exceeds a year

Rajagopal, (2006) The identity of brand, from the perspective of consumers, is the foundation of
a good brand-building program. Effective brand management encompassing brand personality is
of paramount importance in reaching the overall company goals of satisfaction, loyalty, and
profitability. Advertising effectiveness can be measured by brand and advertising evaluations.
The purpose of this paper is to analyze the strategies of effective brand building and managing
the same with reference to acquiring optimum customer value for long-run competitive gains.
There are many psychographic variables like emotions associated with the brand image which
constitute the personality of a brand. In case typical product category advertisements are
associated with negative affect, the particular advertising functions act as a counter-attitudinal
message, which is more persuasive in the case of a mismatch rather than a match with the
category advertisements. However, a persuasive advertising may affect consumer preferences. It
will be of critical importance for future researchers and practitioners to understand the
increasingly complex variety of factors underlying and influencing the linkages between brands
and customer relationship.

Unnava & Brunkrant (1991) He did a study whose main objective was to compare the effects
of varied v/s same execution of advertisements on brand name memory when the number of
exposure to ads is held constant. They found out that varied advertisement executions enhance
memory for brand name over repeated same executions. In varied advertisement executions
learning was superior when execution remained same.

Fareena Sultan and Russell S. Winer, In this paper, consumers' time preferences for
technology-driven consumer durable innovations are examined. We calculate from survey data
rates of time preference for products and product attributes. Several propositions related to these
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constructs are empirically tested. The results show that, over subjects, the product rate is
different from the economic discount rate which captures time preferences for money that
product rates of time preference vary by individual, by product and over time, and that attribute
level rates of time preference may vary by attribute. .

Gupta&Devi(2008) studied It will be around the impact of TV advertisements on buying pattern

of adolescent girls. He found that the advertisement played a vital role in introducing a new
product in the family list and making better choice during shopping. The girls’ utilized pocket
money received every month for shopping. The adolescent girl is influenced by T.V
advertisement when he purchases clothing they were guided by fashion, friend and boutiques.
The respondents preferred to buy branded and standardized product which are more advertised
on television.

Enwalled, et al (2005). The influence of advertising on consumer brand preference. Re

examined the role played by advertising influencing consumer’s preference for Bourn vita which
is one of lading food drinks in the food and Beverage industry in Nigeria. Results revealed that
both male and female and different age groups were equally.

Dillon ,et al.(1997). Investigated the factors affecting the consumer behavior on durable goods
and foot items. The sample consisted 150 females 75 from rural and the anther 75 urban areas
from. The information about this study pointed the rural respondents given the advertisement
through radio primary importance and the other media like posters and magazines were least
affected, where as the urban respondents were affected more by television and magazines.
Various studies have been conducted on the effects of television advertisement on the Marketing
operations and consumer behavior.

Muneer (1995) studied the social and economical effects of advertisement on the Saudi
consumer. He found that the advertisement provides the knowledge about new products and it
helps them select the best products. However, some of the study sample indicated an adverse
effect of the television advertisement through encouraging the consumer to buy unneeded
products .
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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 at Jalandhar”. 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 in Jalandhar city.

Sampling technique
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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.

DATA INTERPETATION TOOLS

The most often tools used to Examine are SPSS.

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 Percentage.

 Pie Charts.

 Chi square test.

HYPOTHESIS FORMULATION

It is basically a presumption which Researcher uses when they do research.

For objective one:

 Null: - There is a no significant effect of the Advertisements on the brand preference of

consumers.

 Alternative:- There is a significant effect of the Advertisements on the brand preference of

consumers.

For objective two:

 Null: - There is no difference in the consumer preference regarding the most effective media

for Advertisements.
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 Alternative: - There is a difference in the consumer preference regarding the most effective

media for Advertisements.

For objective three:

 Null: - There is no significant effect of the celebrity endorsement on the consumer buying

behaviour.

 Alternative: - There is a significant effect of the celebrity endorsement on the consumer

buying behaviour.

Data Analysis:

Gender
Cumulative

Frequency Percent Valid Percent Percent

Valid Male 68 68.0 68.0 68.0
Female 32 32.0 32.0 100.0
Total 100 100.0 100.0
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ANALYSIS: The above data shows that the Gender of the respondent. Here 68% of respondent

are male and rest 32% are female.

Age
Cumulative

Frequency Percent Valid Percent Percent

Valid 20 to 30 8 8.0 8.0 8.0
30 to 40 56 56.0 56.0 64.0
40 to 50 24 24.0 24.0 88.0
50+ 12 12.0 12.0 100.0
Total 100 100.0 100.0
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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.

Which is your favorite Brand?

Cumulative

Frequency Percent Valid Percent Percent

Valid LG 30 30.0 30.0 30.0
SAMSUNG 26 26.0 26.0 56.0
ONIDIA 15 15.0 15.0 71.0
SONY 25 25.0 25.0 96.0
PHILIPS 4 4.0 4.0 100.0
Total 100 100.0 100.0
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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.

Why you have chosen this Brand?

Cumulative

Frequency Percent Valid Percent Percent

Valid PRICE 20 20.0 20.0 20.0
QUALITY 8 8.0 8.0 28.0
ADVERTISEMENTS 12 12.0 12.0 40.0
BRAND NAME 48 48.0 48.0 88.0
CELEBRITY 12 12.0 12.0 100.0
Total 100 100.0 100.0
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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.

Does Advertisement affects the choice of your brand?

Cumulative

Frequency Percent Valid Percent Percent

Valid STRONGLY AGREE 16 16.0 16.0 16.0
AGREE 38 38.0 38.0 54.0
NEUTRAL 22 22.0 22.0 76.0
DISAGREE 18 18.0 18.0 94.0
STRONGLY DISAGREE 6 6.0 6.0 100.0
Total 100 100.0 100.0
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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 Percent Valid Percent Percent

Valid TV 30 30.0 30.0 30.0
RADIO 26 26.0 26.0 56.0
NEWSPAPERS 9 9.0 9.0 65.0
MAGAZINE 14 14.0 14.0 79.0
INTERNET 18 18.0 18.0 97.0
OUT DOOR MEDIA 3 3.0 3.0 100.0
Total 100 100.0 100.0
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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.

Can you recall any advertisement of your Brand?

Cumulative

Frequency Percent Valid Percent Percent

Valid YES 68 68.0 68.0 68.0
NO 32 32.0 32.0 100.0
Total 100 100.0 100.0
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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.

Which of the following aspect of the advertisement you remember most?

Cumulative

Frequency Percent Valid Percent Percent

Valid COLOR 4 4.0 4.0 4.0
SLOGAN 8 8.0 8.0 12.0
THEME 20 20.0 20.0 32.0
PUNCH LINE 32 32.0 32.0 64.0
CELEBRITY 36 36.0 36.0 100.0
Total 100 100.0 100.0
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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.

Do you rely on advertisement?

Cumulative

Frequency Percent Valid Percent Percent

Valid YES 36 36.0 36.0 36.0
NO 21 21.0 21.0 57.0
SOMETIMES 43 43.0 43.0 100.0
Total 100 100.0 100.0
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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.

Do you change your preference of a product by just seeing celebrity in advertisement?

Cumulative

Frequency Percent Valid Percent Percent

Valid YES 32 32.0 32.0 32.0
NO 26 26.0 26.0 58.0
SOMETIMES 42 42.0 42.0 100.0
Total 100 100.0 100.0
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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 a advertisement. And 42% people said that they sometimes change his

perception.

Do you purchase a product just because your favorite celebrity is endorsing it?
Cumulative

Frequency Percent Valid Percent Percent

Valid YES 34 34.0 34.0 34.0
NO 21 21.0 21.0 55.0
SOMETIMES 45 45.0 45.0 100.0
Total 100 100.0 100.0
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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
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that product is good. 34% people said yes. 21% said no and rest said they purchase sometime due

to celebrity is endorsing it.

Chi Square Test

Hypothesis 1:

H0: There is no significant relationship between the advertisement(s) and the brand preference

of consumers.

H1: There is significant relationship between the advertisement(s) and the brand preference of

consumers.

For testing the above hypothesis we have used Chi Square test .The variables used are Age and

Advertisement affect your choice of Brand

Case Processing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
age * Advertise_effect 100 100.0% 0 .0% 100 100.0%
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ANALYSIS: According to chi-square test rules if the assumption. Significant value comes out to

be less than 0.05 then we reject null hypothesis, and we accept alternative hypothesis. And in our

case assumption. Sig. value comes out to be .045, which is less than 0.05 significance level. So,

we reject the null hypothesis and accept the alternative hypothesis .This means there is a

significant relationship between advertisements and the brand preference of consumers. In other

words we can say advertisement affect the choice of brands among the consumers.

Hypothesis 2:

H0: There is no impact of the celebrity endorsement on the consumer buying behavior.

H1: There is impact of the celebrity endorsement on the consumer buying behavior.
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For testing the above hypothesis we have used Chi Square test .The variables used are Gender

and Celebrity affect your choice of Brand.

Case Processing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
Gender * Advertise_effect 100 100.0% 0 .0% 100 100.0%

ANALYSIS: From the above Chi square test it is clear that assumption. Significant value i.e. .

036 is less than significance level .05 therefore we reject our Null hypothesis. Therefore we

accept our Alternate hypothesis, i.e. there is impact of the celebrity endorsement on the

consumer buying behaviour.

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

product

Frequency Percent Valid Percent Cumulative

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

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

Valid Cumulative

Frequency Percent Percent Percent

Valid STRONGLY AGREE 17 17.0 17.0 17.0
AGREE 43 43.0 43.0 60.0
SOME WHAT
13 13.0 13.0 73.0
AGREE
DISAGREE 18 18.0 18.0 91.0
STRONGLY
9 9.0 9.0 100.0
DISAGREE
Total 100 100.0 100.0
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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

Cumulative

Frequency Percent Valid Percent Percent

Valid STRONG AGREE 24 24.0 24.0 24.0
AGREE 28 28.0 28.0 52.0
SOMEWHAT AGREE 18 18.0 18.0 70.0
DISAGREE 19 19.0 19.0 89.0
STRONGLY
11 11.0 11.0 100.0
DISAGREE
Total 100 100.0 100.0

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
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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.

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

Valid Cumulative

Frequency Percent Percent Percent

Valid STRONGLY AGREE 28 28.0 28.0 28.0
AGREE 37 37.0 37.0 65.0
SOME WHAT
16 16.0 16.0 81.0
AGREE
DISAGREE 12 12.0 12.0 93.0
STRONGLY
7 7.0 7.0 100.0
DISAGREE
Total 100 100.0 100.0
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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.

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

Valid

Frequency Percent Percent Cumulative Percent

Valid STRONGLY AGREE 16 16.0 16.0 16.0
AGREE 41 41.0 41.0 57.0
SOME WHAT
32 32.0 32.0 89.0
AGREE
DIS AGREE 4 4.0 4.0 93.0
STRONGLY
7 7.0 7.0 100.0
DISAGREE
Total 100 100.0 100.0
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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.

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

Valid

Frequency Percent Percent Cumulative Percent

Valid STRONGLY
16 16.0 16.0 16.0
DISAGREE
AGREE 45 45.0 45.0 61.0
SOME WHAT
20 20.0 20.0 81.0
AGREE
DISAGREE 14 14.0 14.0 95.0
STRONGLY
5 5.0 5.0 100.0
DISAGREE
Total 100 100.0 100.0
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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.

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

Frequenc Valid Cumulative

y Percent Percent Percent

Vali STRONGLY AGREE 13 13.0 13.0 13.0
AGREE 44 44.0 44.0 57.0
d
SOMEWHAT AGREE 22 22.0 22.0 79.0
DISAGREE 15 15.0 15.0 94.0
STRONGLY DISAGREE 6 6.0 6.0 100.0
Total 100 100.0 100.0
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7.) Factors influenced when you see an Advertisement. Necessity of Product

Frequenc Valid Cumulative

y Percent Percent Percent

Vali STRONGLY AGREE 13 13.0 13.0 13.0
AGREE 44 44.0 44.0 57.0
d
SOMEWHAT AGREE 22 22.0 22.0 79.0
DISAGREE 15 15.0 15.0 94.0
STRONGLY DISAGREE 6 6.0 6.0 100.0

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.

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

Frequenc Valid Cumulative

y Percent Percent Percent

Vali STRONGLY AGREE 13 13.0 13.0 13.0
AGREE 44 44.0 44.0 57.0
d
SOMEWHAT AGREE 22 22.0 22.0 79.0
DISAGREE 15 15.0 15.0 94.0
STRONGLY DISAGREE 6 6.0 6.0 100.0
Frequenc Valid Cumulative

y Percent Percent Percent

Valid STRONGLY AGREE 28 28.0 28.0 28.0
AGREE 33 33.0 33.0 61.0
SOMEWHAT AGREE 21 21.0 21.0 82.0
DISAGREE 11 11.0 11.0 93.0
STRONGLY DISAGREE 7 7.0 7.0 100.0
Total
100 100.0 100.0
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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.
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9.) Factors influenced when you see an Advertisement. Celebrity

Valid Cumulative

Frequency Percent Percent Percent

Valid STRONGLY AGREE 12 12.0 12.0 12.0
AGREE 42 42.0 42.0 54.0
SOME WHAT
26 26.0 26.0 80.0
AGREE
DISAGREE 13 13.0 13.0 93.0
STRONGLY
7 7.0 7.0 100.0
DISAGREE
Total 100 100.0 100.0
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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.

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

Valid Cumulative

Frequency Percent Percent Percent

Valid STRONGLY AGREE 19 19.0 19.0 19.0
AGREE 43 43.0 43.0 62.0
SOME WHAT
14 14.0 14.0 76.0
AGREE
DISAGREE 15 15.0 15.0 91.0
STRONGLY
9 9.0 9.0 100.0
DISAGREE
Total 100 100.0 100.0
 45

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.

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.
 46

 Quality of the Product.

 Opinion of friends about the product.

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 giant’s i.e. LG, SAMSUNG
 47

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

consumer’s 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.
 48

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.

 49

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 Jalandhar 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 consumer’s 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.
 50

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 ‘Jalandhar’. Opinion of people of other

places may be different.

 51

 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.
 52

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

 Shah .K and D’Souza .A (2009) Advertising and Promotions :An IMC Perspective 11th

Ed, New Delhi ,TMH Publications, PP359-366

Journal:-

 Fareena Sultan and Russell S. Winer, Journal of Economic Psychology Volume 14,

Issue 4, December 1993, Pages 587-61

 Menon 1994: “Customers' Perception Advertisements An Analytical Study” , Journal of

Services Marketing, Vol. 5, No. 3, pp. 39-52, September 2007

 53

 Miss Amanda Spry, Dr. Ravi Pappu, Prof. Bettina T Cornwell, (2011) "Celebrity

Endorsement, Brand Credibility and Brand Equity", European Journal of Marketing,

Vol. 45 Iss: 6

 Zafar .B , (July 2008 ) “Advertisement and its effects : a literature review” Journal of

Marketing Management, ICFAI,Vol.2No.2, pp 27-35.

 Mark M. Moriarty(2002) Journal of Business Research Volume 11, Issue 1, March

2002, Pages 127-137

 Pamela L. Alreck et al(1999) JOURNAL OF PRODUCT & BRAND MANAGEMENT, VOL. 8

NO. 2 1999, pp. 130-144,

 Michelle Groene (2008) . “Adoption of Digital Video Recorders and Advertising: Threats or

Opportunities.” Journal of Interactive Advertising 6.1 (2008): 51 pars.

 Zafar .B , (July 2008 ) “Advertisement and its effects : a literature review” Journal of

Marketing Management, ICFAI,Vol.2No.2, pp 27-35.

 Erdogan(1999) "Celebrity Endorsement: A Literature Review", Journal of

Marketing Research,VOL.7No.3,pp 291-314)

 McCracken, Grant (1989), "Role of Advertisements and its effects?" Journal of

Consumer Research, Vol.5 No.4, pp 10-21.

 Unnava and Brunkrant (1991) George Doukidis,” Exploring Consumer Attitudes

towardsAdvertising ”, International Journal on Media Management, Vol. 5 No. 2, pp.27-

35.
 54

Internet

 http://business.enotes.com/business-finance-encyclopedia/advertising, 2006-04-08, 13.16

 http://en.mimi.hu/marketingweb/lowinvolvement_products.html 2006-04-25, 14.12

 http://encarta.msn.com/encyclopedia_761564279/Advertising.html 2006-04-04, 11.36

 http://geoff.cox.free.fr/Docs/Text7.pdf 2006-04-10, 10.00

 http://www.wisegeek.com/what-are-consumer-durables.html

 http://www.allbusiness.com/marketing-advertising/576118-1.html

 http://www.jstor.org/pss/30162315

Additional Reference:
 Rajagopal, (2006) "Brand excellence: measuring the impact of advertising and brand personality

on buying decisions", Measuring Business Excellence, Vol. 10 Iss: 3, pp.56 – 65

 Mukherjee D, AUG-2008,“Impact of Advertisements on the Brand Preference”

Available at:- http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1444814

 Hassan Muneer A (1995). Perspective of Saudi consumers a bout the Affect of economical and

social adv . Dirassat magazine, folder 22,No.4

 Kamins A M and Michael A.K, Celebrity Endorsements in Advertising, 11th JUN-

2006 Economic Times, At www.economictimes.com/11june2006/celebrityendorsement.

 Biswas S, Hussain M, O'Donnell K “ Advertisements and Consumer Perceptions: A

Cross-Cultural Study” (2009) ,www.chillibreeze.com/articles/Advertisement-

endorsement.asp.
 55

 Dnillon,etal (1997). The factors affecting on consumer behavior durable good and foot Items.

 Gvpta.N .K& Devi, A.(2008). Impact of T.V. advertisements on buying pattern of adolescent

girls. Government college for women, parade, Jammu and Kashmir, India

QUESTIONNAIRE

Dear Sir/Madam.

We are conducting this survey as a part of our MBA programme from Lovely Professional University.

The purpose of this survey is “To Study the Impact of Advertisement of consumer durable goods on

Consumer Brand Preference at Jalandhar”. 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

 56

Age:-…………………………………………………………………………………

Q1Which is your favorite Brand?

LG SAMSUNG ONIDA

SONY PHILIPS others

Q2 Why you have chosen this Brand?

Price Quality Advertisements Brand Name Celebrity

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 others

Q5 Can you recall any advertisement of your Brand?

Yes No

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
 57

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 a Advertisement? Which affect you preference toward the

brand? (Strong Agree-1, Agree-2, Somewhat Agree-3, and Disagree-4, Strongly Disagree-5)

S Factors Strongly Agree Somewhat Disagree Strongly

No. Agree Agree Disagree

1 Price of the product
2 Feature of the

product
3 Brand endorsers
4 Offers
5 Quality of the

product
6 Use of the product
7 Necessity of Product
 58

8 Opinion of expert

about product
9 Celebrity
10 Entertainment

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

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