PROJECT REPORT

ON

IMPACT OF ADVERTISING ON URBAN AND RURAL

TEENAGERS BUYING BEHAVIOUR IN LUDHIANA

Submitted by:
Biranpal Singh
(1173364)

In partial fulfillment for the award of the degree

Of
Master of Business Administration

Submitted to:

Gujranwala Guru Nanak Institute Of Management and

Technology, Civil Lines, Ludhiana.
Punjab Technical University
Jalandhar
2012-2013
 PREFACE

This report presents the research, findings and suggestions resulting from the
project, “Impact of Advertising on Urban and Rural Teenagers Buying
Behaviour in Ludhiana”. The objective was to compile and synthesize
information on the teenagers preferences among advertisement.
The work is essentially the result of final year project, which is
mandatory to be undertaken on the partial fulfillment of the B.B.A. course. The
topic selected is:

“Impact of Advertising on Urban and Rural Teenagers Buying

Behaviour in Ludhiana”.

Selecting Ludhiana city, the project was made after analyzing the
responses of the teenagers. Despite the best endeavors, the report is not a work of
excellence as it is a student’s research work done with the help of the application
of theoretical knowledge and concepts.
 ACKNOWLEDGEMENT

The project report concept in M.B.A. curriculum is of immense utility to the

teenagers. Projects help to assess the teenagers ability to individually conceive,
conceptualize, execute and present a life-like project by making of the skills
acquired during the course of study.
First, I am indebted to my supervisor Mrs. Karandeep Kaur, who
put forward the idea of this project work. All the inspiration and motivation
behind this work is due to her. She proved to be an ideal supervisor during my
project work.
Special thanks to my friends who helped me a lot all through my
work. Their feedback during my work and encouragement is really appreciable.
The words are simply not enough to express my gratitude for them. Thanks to
Google for answering my countless questions every day.

Biranpal Singh
 Student Declaration

I hereby declare that the Project entitled “Impact of Advertising of Urban and
Rural Teenager Buying Behaviour” submitted for the practical fulfillment of
degree of Master of Business Administration of GGNIMT Civil Lines, Ludhiana
affiliated to Punjab Technical University Jalandhar is original work and not
submitted for award of any other degree, fellowship or other similar titled or
Prize.

Biranpal Singh
 TABLE OF CONTENTS

CHAPTER CHAPTER TITLE PAGE NO.

NO.
1. INTRODUCTION 1-16

2. OBJECTIVES 17-18

3. RESEARCH METHODOLOGY 19-22

4. DATA ANLAYSIS AND INTERPRETATION 23-40

5. FINDINGS 41-45

6. SCOPE AND LIMITATIONS OF THE STUDY 46-47

7. CONCLUSION 48-49

8. SUGGESTIONS 50-51

9. BIBLIOGRAPHY 52-53

10. ANNEXURES 54-57

 CHAPTER-1

INTRODUCTION
 INTRODUCTION

Today, the word ‘advertising’ is a very common term to us. It figures in each of
our lives everyday. We see it on television, in the sky, on the match box, in the
newspapers, on the trash containers, in the magazines, on our mail, on the vehicles,
in the vehicles, on bill-boards, we hear it in radio, in the stores we visit and so on.
It is part of our daily life and everyone is conscious of it. Yet we have failed to
trace the exact meaning of the term ‘advertising’. This has two specific meanings.
(1) It is a macro concept representing the entire advertising industry and is an
institution. (2) It is a micro-managerial concept standing for the specific
managerial function of any organization intending to send the information to other
members of the society.
The term ‘advertising’ is derived from the original Latin word ‘advertere’ which
means ‘to turn’ the attention. Every piece of advertising turns the attention of the
readers or the listeners or the viewers or the onlookers towards a product or a
service or an idea. Therefore, it can be said that anything that turns the attention to
an article or a service or an idea might well be called as advertising. It is the
power-packed process pertaining to the dissemination of information concerning
an idea, service or a product to impel an action in line with the intension of an
advertiser . Advertising is salesmanship in print. It is the magnate that motivates
the world of business. It is the mainstay of human civilization and the corner-stone
of culture. It is a tantalizing technique of popularizing a product. It is that magic
force which turns an instinct into acquisition, a desire into demand and a dream
into reality by influencing the consumption, directing the production, diverting the
distribution and affecting the very course of exchange.

STANDARD DEFINITION
According to Philip Kotler,
“Advertising is any paid form of non-personal presentation & promotion of ideas,
goods, or services by an identified sponsor.”
In simple words,
“Advertising is a means of informing and communicating essential information.”
C.H. SANDGE AND V.FRYBURGER:
Advertising is “multi-dimensional; a powerful marketing tool; a component of
economic system; a means of financing the mass media; a social institution; an art
form; an instrument of business management; a field of employment and a paying
profession”.

OUTSTANDING ATTRIBUTES OF ADVERTISING:

1. It is Mass-Communication process:
Every piece of advertising guarantees satisfaction of human wants and wants stem
from needs and desires. Advertisers –manufactures and dealers-use this mass
media to communicate the message to the target audience. Communication costs
and hence, it is speedy and all pervasive as it is purely commercial.
2. It is Informative in Action:
Each and every advertisement is piece of information to the listeners, readers,
viewers and onlookers. An advertisement announces the arrival of a new product,
talks about its special features and explains the best use of the product. Thus,
today, “CAMAY” toilet soap is introduced by Godrej Soaps Limited of
international quality in two varieties as “classic” and “natural”.
3. It is a Persuasive Act:
Persuasion is the power of advertising. It is its stock or strength. Advertising in any
form contains persuasion because, the major function of advertising copy and the
art-work is to persuade the reader or the listener or the viewer. There is a kind of
logical process of persuasion known as A-I-D-A formula. That is, an advertisement
draws the ATTENTION, creates INTEREST, converts interest into DESIRE and
DESIRE into ACTION. Thus, advertising is the greatest art of persuasion.
4. It is a Competitive Act:
In today’s world of business, competition is keen, acute and cut-throat.
Competition is of two types namely, quality and price. In both the cases, the
change in quality standards and price are to be brought to the notice of the target
audience.
5. It is not the part of product:
It is true that product price includes advertising cost but we do not consume
advertising with the product or a service. It is to put this way, that advertising
is the total benefit that the consumer derives through the use of a product or a
service.It is because, each “ad” has a theme, a great selling idea, hints for better use
and best results and so on.
6. It is paid-for:
Advertising; as an activity, is not possibly free of cost. If it is not paid for, it is a
“publicity” or a “propaganda” or a “rumour” where the person may or may not
spend. Advertising as an act of persuasion is deliberate and planned one and the
sender of the message has to foot the bill. Whatever may be the media, each
medium and media vehicle costs the advertiser.
7. It has an Identified Sponsor:
Each and every advertisement is sponsored by a manufacturer or dealers on behalf
of manufacturers. His identity is known. That is, on each product package or
advertisement copy in any form, we come to know about the name of the
advertiser-may be the manufacturer or the marketer through the name, brand or
logo.
8. It is Non-personal presentation:
Advertising is an impersonal attempt to present the message regarding a product,
or a service or an idea. That is, the advertiser makes use of convenient and viable
media and media vehicle to pass on his ‘ad’ message to the target audience or
target market. That is why, it is called as salesmanship in print. In other words, the
manufacturer and consumers are not in direct or personal contact with one another.
Thus, no TATA, BATA, Bhagat Ram and so on comes personally to tell about
their products, services and ideas.

ADVERTISING AS A TOOL OF MARKETING:

In the dynamic world of marketing, advertising becomes an integral part because
the marketing mix which is the greatest weapon of which sub-mix is
communication or promotion-mix. Advertising becomes a major marketing tool.
Let us examine its key role as a tool of marketing management.
1. Promotion Mix is the Strongest Component:
Marketing mix as a part of internal environment is an attempt to meet the needs of
the consumers who are unique. This marketing mix basically deals with four ‘P’s
namely- Product, Price, Place and Promotion. Product mix tries to meet product
variables of target market ; Price variable attempt to match price expectations of
consumers ; Place variables speak of meeting the geography, adequacy and time
dimensions of consumers. However, communication or promotion mix does a lot
more.
Advertising is the strongest tool because it is an informer, educator,entertainer,
persuader, and a cheat above all.
2. It has the capacity of Generating Sales Turnover:
Advertising wars are going on very vehementally in the area of marketing of
products, services and ideas. Take the case of “COCACOLA” and “PEPSI” aerated
coloured water where each company has a budget of 4000 crores of rupees. The
slogans change, the product remains the same, the packings or size of bottles
change, but ad expenditure has not changed. We see cocacola recently had slogan
“Life ho to Aisi”. Pepsi says “Dil Maange More.”
3. It builds a loyal customer:
Customer creation is one thing and retaining him is another. Retaining a customer
warrants value creation that is the customer should feel that he is really paying
much less than what he is supposed to. This results in creating not only customer
creation but also satisfied or even delighted customer.
4. It helps in building the future edifice of business empire:
Advertising as a creative activity, involves research and different dimensions of
research will pave the way for understanding the future needs of changing
customer needs and behavior. As a result, the marketing mix undergoes a change,
target markets change and accordingly product portfolio undergoes a change.
ADVERTISING COVERAGE:
Advertising Coverage stands for the classification of advertising on the basis of
differing levels of coverage or its impact on the prospects. Advertising Coverage is
seen from different angles by different people engaged in this vast vista of
advertising. The most common ways of classification bases are- GEOGRAPHIC—
National, Regional and Local ; AUDIENCE—Consumer, industrial, tradeand
professional ; DEMAND—Primary and Secondary ; Action—Direct and Indirect ;
TARGET—Product, Service and Institution ; Medium—Indoor, Outdoor, Direct
and Promotional.

This classification is likely to be more clear with a brief description of each

category.
1. GEOGRAPHIC COVERAGE:
Advertising reaches the people, may be prospects or the consumers, through
different media which are classified on the basis of geographic coverage as
International, National, Regional and Local.
International advertising is known as global, worldwide advertising that
communicates the target group ad message all over the world about products,
services and ideas.
National advertising is known by other names as ‘general’ or ‘foreign’ signifies
that type of advertising done by the manufacturers on a nation-wide scale to
stimulate the demand for his products among the final users.
Regional advertising is confined to a particular region of the country that is, or
the consumers of a specific part as their needs differ from others both
geographically and seasonally.
Local advertising otherwise known as ‘retail’ advertising is confined to a
particular trading area, a city or a town. It is known as retail advertising as it is
undertaken by the retailers.

FIG1: INTERNATIONAL ADVERTISING COPY

FIG 2: NATIONAL ADVERTISING COPY

2. AUDIENCE COVERAGE:
From the stand-point view of the group which the advertising is designed to
influence, four types of audiences can be possible—Consumer, Industrial, Trade
and Professional.
Consumer advertising is usually restricted to that of advertising which is directed
at the ultimate consumers—manufacturer or a retailer. It is directed at the ultimate
individual who buys the product for himself or for the use of his households.
Industrial advertising is that advertising done by the manufacturers of the
distributors of the industrial goods to stimulate the demand among the industrial
users.
Trade advertising is one which is undertaken by the manufacturers and producers
to stimulate the wholesalers and the retailers to stock and sell the goods of those
manufacturers and producers only.
Professional advertising is one that is done by the producers and the distributors
who are depending on the professional people to recommend, specify and prescribe
their products to the ultimate users.

3. DEMAND COVERAGE:
The demand for a given product can be classified as primary and secondary.
Primary or ‘general’ demand advertising is designed to increase the sales or a
demand for a type or class of products—may be consumer durable like television
sets, furniture items, clothing or non-durable like tea, coffee, cigarettes, food-
products as a whole. The aim is to get the initial or the starting demand for the
products for the group as a whole so as to get established in the market or markets.
With this common advertising, once the demand starts picking up, the producers
move over to ‘secondary’ or specific’ demand advertising to stimulate the
demand for a particular brand or brands of a specific producer or a manufacturer.
Thus, Brooke Bond India Limited advertises about its brands like ‘Taj Mahal’etc.

4. ACTION COVERAGE:
One of the major aims of advertising is to get desired action from the interested
persons. The action so covered can be Direct or Indirect. That is why, the
advertising can also be DIRECT OR INDIRECT ACTION ORIENTED.
‘Direct action’ advertising is one which is designed to obtain some immediate
response from the reader or the listener. Practically, all the mail or speciality
advertising is of this type. It attempts to induce the reader to order the merchandise
quite immediately.
‘Indirect action’ advertising is designed to influence the reader or the listener to
have a favourable impression or image of a brand so that when the prospect
decides to buy that brand, he or she will determine to buy that advertised brand
than those of rivals.

5. TARGET OR ITEM COVERAGE:

It Implies the item of which the advertising is done. This item may be a—Product,
Service or an Institution.
Most advertising done today—whether by the manufacturers of consumer or
industrial goods is ‘Product’ advertising. The aim is to popularize and sell a
product or a specific brand of a product. The market of today, presents not only
the products or the merchandise for sale. Banks, hotels, beauty parlours and so on
that do advertise their services. This can be called as ‘Service’ advertising. On
several occasions, such ‘Institutional’ advertising is fruitfully employed to dispel
the prejudices prevailing in the minds of public, about the firm, if any.
 FIG3: CONSUMER ADVERTISING COPY

6. MEDIA COVERAGE:
The products, services or the institutions covered for advertising are brought to the
notice of the consumers—both actual and the potential –through four major
media namely—Indoor, Outdoor, Direct and Promotional. Hence the advertising
can be based on the technology used.
‘Indoor’ medium has a wide range of sub-media like press consisting of
newspapers and magazines, radio, television and film. ‘Outdoor’ medium is made
up of posters, painted displays, travelling displays, electrical signs, sky-writing and
sandwichmen. ‘Direct’ medium is covering sales-letters, envelope enclosures,
broad-sides, booklets and catalogues, gift-novelties, store publications and package
inserts. ‘Promotional’ medium is having the sub-media like window-display,
counter-display, showrooms and exhibitions.
 FIG 4: INDUSTRIAL ADVERTISING COPY

ADVERTISING PLANNING AND ITS IMPORTANCE:

Advertising planning is managerial responsibility of giving and advertising plan.
An advertising plan is a statement about advertising for a particular product or a
service or an institution for the future. The plan states the goals and describes in
full the details and the nature of advertising programme of a company. Though it is
for the period of one year, may stretch over five years. Advertising plan and
planning fall within the corporate plans and planning process because advertising
is a specific activity of marketing efforts which is only an integral part of total
corporate activities.
A successful advertising plan touches five ingredients namely—
1. The goals of the advertiser ;
2. The strategies to accomplish the spell out goals;
3. Specific tactics that will be followed in carrying out the creative and media
strategies of the advertiser;
4. Description of the kinds of tastes; and
5. Description of advertising research.
The advertising planning process imposes a discipline upon the creation and
implementation of advertising programmes of the undertaking. Therefore, it
warrants vital decisions in five areas namely—finance, frequency, media,
creative strategy and testing.

THE STEPS IN ADVERTISING PLANNING PROCESS:

An advertising plan for any unit integrates the creative function of advertising with
other functional areas of business management. It is because, advertising planning
is only an element or component of overall company plan. The process of planning
an advertising compaign is systematic and logical and, therefore, establishes clear
linkages between the advertising and other components of the marketing-mix.
Planning of an advertising program calls for the use of “funnel approach”
beginning with “macro” and “micro” environmental determinants to arrive at
marketing strategy leading to the shaping of advertising goals.
TWELVE STEPS are involved in successful advertising planning. These are:
1. Indepth study of ‘macro’ and ‘micro’ environmental factors.
2. Determining organizational goals.
3. Defining target market.
4. Conducting of marketing research.
5. Defining marketing objectives.
6. Defining the marketing plan.
7. Determining the advertising strategy.
8. Determining advertising goals.
9. Preparation of advertising budget.
10. Testing the advertising plan.
11. Executing the advertising plan.
12. Evaluating the advertising plan.
FOLLOWING ARE THE EXPLANATION OF THE STEPS IN
ADVERTISING PLANNING PROCESS:
STEP ONE: STUDY OF MACRO AND MICRO ENVIRONMENT:
Advertising plan or planning cannot exist in vacuum. Hence, it must study in
details in the first the external environmental factors that surround the
organization. These are macro environmental factors which are external to the firm
such as social, economical, ethical, political, physical and technological including
ecological. On the other hand, micro environmental factors re those which are
internal to the organization.

STEP TWO: SETTING OF ORGANISATIONAL GOALS:

In this, the organization is to set goals in which direction or directions are to move.
There cannot be any organization without the organizational goals as they provide
direction.

STEP THREE: DEFINING THE TARGET MARKET: Market stands for

people with purchasing power and willing to accept your products and services or
ideas. Here the target market is one on which the company wants to concentrate. It
is a group of customers it wants to serve.

STEP FOUR: CONDUCTING MARKETING RESEARCH:

It is the beginning of real work of market planning and hence advertisement or
advertisement planning. Marketing research is the “radar” to a navigator or a
“dictionary” to a writer. It’s scope is vast and covers all the four “Ps” of
marketing-mix, namely, Product, Price, Promotion and Place.
STEP FIVE: DEFINING MARKETING OBJECTIVES:
The marketing goals cannot be repugnant to the corporate goals because marketing
is a division of any organization where other divisions do have to co-exist to
support each other.

STEP SIX: DESIGNING A MARKETING PLAN:

It is the instrument to implement the marketing concept. It is one which links the
firm and the markets. It is the foundation for all corporate planning.

STEP SEVEN: DETERMINING MARKETING STRATEGIES:

The marketing objectives, goals and targets give birth to policies and strategies.
That is to achieve goals, the firm must have a set of policies and strategies. A
policy is a broad guideline for thinking and action. A strategy is that consistent
body of policies, objectives and programmes that enable the manager to get best
results by optimizing capabilities, resources and opportunities.

STEP EIGHT: DETERMINING ADVERTISING GOALS:

These goals are the objectives which stem from the give and take across the table.
It is essentially a compromise over the basic objectives spelled out by the team of
experts and authorities by top level.

STEP NINE: PREARATION OF ADVERTISING BUDGET:

Any advertising plan covers the areas of media selection, their share in total outlay,
scheduling and the like. Once, media selection is done, its preparation or designing
takes place.

STEP TEN: TESTING THE ADVERTISING PLAN: The advertising plan

which has sought the approval and financial sanction is to be implemented as to its
content, in terms of amount, time, media-mix and so on. Planning of
advertisement activity is really creative but implementing it is equally challenging.
Advertising testing, here stands for pre-testing. That is for seeing any snags in the
plan before implementing.

STEP ELEVEN: EXECUTING THE ADVERTISING PLAN:

The advertising plan setting appropriate goals, planning the operation and putting
the pla1n into action and monitoring the implementation are continuous and logical
activities. An advertising budget is a plan that sets the limits on the advertising
expenditure, states how expenses will be allocated and controls the disbursement
of funds earmarked over period of time, normally one year.

STEP TWELVE: EVALUATING THE ADVERTISING PLAN:

Evaluation of advertising effectiveness refers to the managerial exercise aimed at
relating the advertising results to the established standards of performance and
objectives so as to assess the real value of advertising performance. This evaluation
exercise is also known as advertising research.
CHAPTER-2
 OBJECTIVES OF THE STUDY

This research is conducted with a view to study the Impact of

advertisement on the buying behaviour of urban and rural teenagers in Ludhiana

city.

 To determine the awareness of advertisements among the urban and rural

teenagers in Ludhiana city.

 To compare out the influence of advertisements on consumption between

urban and rural teenagers in Ludhiana city.

 To analyse various attributes of advertisements leading to purchase

behaviour among urban and rural teenagers in Ludhiana city.

 To study the post purchase behaviour towards advertisements among urban

and rural teenagers in Ludhiana city.

 CHAPTER-3

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
RESEARCH
It is regarded as systematic process is any form of systematic and arranged
investigation to organize facts or gather data, and is often related to a problem that
has to be solved. Research is the study of materials, sources and data in order to
get conclusions. This project describes the methodology adopted for conducting
the comparative study on various urban and rural teenagers.

RESEARCH METHODOLOGY
It enumerates the description of the sampling plan, research instruments used for
the collection of data, pre-testing of questionnaires, the use of statistical tools and
the techniques for the analysis of the collected data.

RESEARCH PLAN
To meet the objectives of the study undertaken, descriptive research type was
adopted.

DISCRIPTIVE RESEARCH DESIGN

It is an arrangement of plan, which guides the collection of data and analysis of
data. The purpose of research design is to ensure that the data collected is accurate
and relevant. Any research work requires clarity of objectives to be achieved
effectively. Research design is so chosen that the analysis is accurate.

SELECTION OF POPULATION
Due to constraints, the study has been conducted in the city of Ludhiana. The
population for the research were the urban and rural teenagers.
SELECTION OF SAMPLE
• Sampling unit: consisted of teenagers (13-19 Yrs.)
 • Sampling size: The sample for this research was 50 respondents.

SAMPLING TECHNIQUE
Random convenient sampling technique was adopted.

RESEARCH TOOL / INSTRUEMENT

For the purpose of research, questionnaires were used to interview the respondents.
The questionnaires were developed so as to obtain responses relevant to the
objectives of the research. While designing the questionnaires every attempt was
made to make it precise so that the purpose of filling up the responses does not
consume time.
To find the general attitude, perception, beliefs and intentions of teenagers towards
advertising, a questionnaire was developed.
• The questionnaire, which was administrated to the respondents for the
purpose of collecting primary data, was a structured one.

• The questionnaire included different type of questions which were aimed at

knowing the instant and unbiased response of the respondents.

DATA COLLECTION METHOD

• Primary data: in this study, I have used the unbiased structured
questionnaires and personal interviews as the method for receiving primary
data.

• Secondary data: in this study, I have acquired the information from various
websites.

DATA ANALYSIS AND INTERPRETATION TECHNIQUES

For data analysis and interpretation, the data was processed with various tools of
percentages. For interpretation, various tools have been used and they are as
follows:
• Tables
• Graphs
• Pie charts
 CHAPTER-4

DATA ANALYSIS AND INTERPRETATION

 DATA ANALYSIS AND INTERPRETATION

Q.1 Do you watch advertisement on Television?

Particulars No. of Respondents Percentage of

Respondents (%)
Urban 30 60
Rural 20 40
Total 50 100

40%
Urban
Rural
60%

ANALYSIS: Out of 50 respondents, 60% urban people prefers advertisement on

Television and 40% rural people prefers watching advertisement on Television.

Interpretation: Majority urban people prefers watching advertisement on Television.

Q.2 What type of advertisement preferred by you?

Preferences No. of Respondents Total Percentage of

No. of resp. Respondents (%) Total %
Urban Rural Urban Rural
T.V. Advt. 15 5 20 30 10 40
Newspaper adv. 10 5 15 20 10 30
Magazine advt. 10 0 10 20 0 20
Others 5 0 5 10 0 10
Total 50 80 20 100

30
30

25
No.of Respondents

20 20
20

15
Urban
10 10 10
10 Rural

0 0
0
T.V. Advt. Newspaper Magazine Others
adv. advt.
Preference

Analysis: Out of 50 respondents,

 30% urban people & 10% rural people prefers TV Advertisement.
 20% urban people & 10% rural people prefers newspapers advertisement.
 20% urban people prefers magazine advertisement.
 10% urban people prefers other advertisement.

Interpretation: Majority prefers T.V. Advertisements.

Q.3 For how many hours do you watch Television daily?

Time Period No. of Total Percentage of

Respondents No. of Respondents (%) Total %
Urban Rural respondents Urban Rural
Less than 1 hour 10 5 15 20 10 30
1-2 hours 15 5 20 30 10 40
More than 3 hours 10 5 15 20 10 30
Total 50 70 30 100

30
30

25
No. of Respondents

20 20
20

15
10 10 10 Urban
10 Rural

0
Less than 1 hour 1-2 hours More than 3
hours
Time Period

Analysis: Out of 50 respondents,

 20% urban people and 10% rural people prefer watching T.V. less than 1 hr.
daily.
 30% urban people & 10% rural people prefers watching TV. 1-2 hrs daily.
 20% urban people & 10% rural people prefers watching TV more than 3 hrs.
daily.

Interpretation: Majority prefers to watch T.V. 1-2 hrs. daily.

Q.4 At what time do you watch television the most?

No. of Respondents Total Percentage of

Time No. of Respondents (%) Total %
Urban Rural respondents Urban Rural
7am-10am 4 1 5 8 2 10
10am-1pm 5 5 10 10 10 20
1pm-4pm 10 5 15 20 10 30
4pm-7pm 4 1 5 8 2 10
7pm-10pm 5 5 10 10 10 20
After 10pm 5 0 5 10 0 10
Total 50 66 34 100

20
20
18
16
No. of Respondents

14
12
10 10 10 10 10 10
10
8 8 Urban
8
Rural
6
4
2 2
2
0
0
7am-10am 10am-1pm 1pm-4pm 4pm-7pm 7pm-10pm After 10pm
Time

Analysis: Out of 50 respondents,

 8% urban people and 2% rural people prefers to watch TV at 7am-10am.
 10% urban people and 10% rural people prefers to watch TV at 10am-1pm.
 20% urban people & 10% rural people prefers to watch TV at 1pm-4pm.
 8% urban people and 2% rural people prefers to watch TV at 4pm -7pm.
 10% urban people & 10% urban people prefers to watch TV after 10pm.

Interpretation: Majority prefers to watch TV at 1pm – 4 pm.

Q.5 What are your favourite entertainment channels?
Channels No. of Respondents Total Percentage of Total
No. of Respondents (%) %
Urban Rural respondents Urban Rural
Zee TV 5 0 5 10 0 10
SAB TV 4 1 5 8 2 10
Star Plus 10 5 15 20 10 30
Sony Max 3 2 5 6 4 10
Sony TV 10 5 15 20 10 30
Discovery 3 2 5 6 4 10
Total 50 70 30 100

20 20
20
18
16
14
12
10 10 10
10
8
8
No.of Respondents Urban
6 6
6 Rural
4 4
4
2
2
0
0
Zee TV SAB TV Star Plus Sony Sony TV Discovery
Max

Channels

Analysis: Out of 50 respondent,

 10% of urban people prefers Zee TV as their favourite entertainment channel.
 8% urban people and 2% rural people prefers SAB TV as their favourite channel.
 20% urban people & 10% rural people prefers STAR PLUS as their favourite
channel.
 6% urban people and 4% rural people prefers Sony Max channel as their
favourite one.
 20% urban people and 10%rural people prefers Sony TV as their favourite
channel.
 6%urban people and 4%rural people prefers Discovery channel as their favourite
channel.
Interpretation: Majority prefers STARPLUS and SONY TV as their favourite channels.
Q.6 Why do you watch advertisement on Television?

No. of Total Percentage of Total %

Particulars Respondents No. of Respondents (%)
Urban Rural respondents Urban Rural
Only for watching TV 10 5 15 20 10 30
Obtain information 15 5 20 30 10 40
about product
There is no alt so you 3 2 5 6 4 10
watch them
Others 5 5 10 10 10 20
Total 50 66 34 100

30
30

25
No. of Respondents

20
20

15

10 10 10 10 Urban
10
6 Rural
5 4

0
Only for Obtain into There is no Others
watching TV about ppt alt so you
watch them

Particulars

Analysis: Out of 50 respondent,

 20% of urban people and 10% of rural people prefers watching advertisement on TV
only for watching TV,
 30% of urban people and 10% of rural people prefers watching advertisement on TV
to obtain information about product,
 6% urban people & 4% rural people prefers watching advertisement on TV as there is
no other alternative.
 10% urban people and 10% rural people prefers watching advertisement on TV just to
entertain.
Interpretation: Majority prefers to watch advertisement on TV so as to obtain
information about a product.
Q.7 Do you like to see the advertisement in between the programme you watch?

Particulars No. of respondents Percentage of respondents

Urban 40 80
Rural 10 20
Total 50 100

80
80
70
No. of respondents

60
50
40
30 20
20
10
0
Urban Rural
Particulars

Analysis: Out of 50 respondents,

 80% urban people & 20% rural people prefers to see the advertisement in between the
programme they watch.

Interpretation: Majority urban people prefers to see the advertisement in between the
programme they watch.
Q.8 Do you always pay attention on Television Advertisement?

No. of Total Percentage of

Particulars Respondents No. of Respondents (%) Total %
Urban Rural respondents Urban Rural
Always 10 5 15 20 10 30
Mostly 5 0 5 10 0 10
Sometime 10 10 20 20 20 40
Rarely 4 1 5 8 2 10
Never 2 3 5 4 6 10
Total 50 62 38 100

20 20 20
20

18

16

14
No. of respondent

12
10 10
10
Urban
8
8 Rural
6
6
4
4
2
2
0
0
Always Mostly Sometime Rarely Never
Particulars

Analysis: Out of 50 respondents,

 20% urban people and 10% rural people prefers always to pay attention on TV
advertisement.
 10% urban people mostly prefers to pay attention on TV advt.
 20% urban people and 20% rural people sometimes prefers to pay attention on TV
advt.
 8% urban people and 2% rural people rarely prefers to pay attention on TV advt.
 4% urban people and 6% rural people never prefers to pay attention on TV.
 Interpretation: Majority prefers sometimes to pay attention on T.V. advertisement.
Q.9 Have you purchased any product after watching the advertisement on
Television?

Particulars No. of respondents Percentage of respondents

Urban 40 80
Rural 10 20
Total 50 100

80
80
70
No. of respondents

60
50
40
30 20
20
10
0
Urban Rural
Particulars

Analysis: Out of 50 respondents,

 80% urban people and 20% rural prefers to purchase product after watching the
advertisement on TV.

Interpretation: Majority urban people prefers to purchase the product after watching the
advt. on TV.
Q.10 What is your satisfaction level about those product which you have purchased
after watching the advertisement on Television?

Level of satisfaction No. of Total Percentage of Total %

Respondents No. of Respondents (%)
Urban Rural respondents Urban Rural
Fully satisfied 10 5 15 20 10 30
Satisfied 5 0 5 10 0 10
Neutral 10 10 20 20 20 40
Dissatisfied 4 1 5 8 2 10
Fully dissatisfied 2 3 5 4 6 10
Total 50 62 38 100

20 20 20
20

18

16
No. of respondents

14

12
10 10
10
8 Urban
8
6 Rural
6
4
4
2
2
0
0
Fully Satisfied Neutral Dissatisfied Fully
satisfied dissatisfied
Level of satisfaction

Analysis: Out of 50 respondents,

 20% urban people and 10% rural people prefers fully satisfaction level about those
products which they have purchase after watching the advertisement on TV.
 10% urban people feels satisfied after watching the advertisement on T.V.
 20% urban people and 20% rural people prefers neutral satisfaction level .
 8% urban people and 2% rural people prefers dissatisfied satisfaction level.
 4% urban people and 6% rural people prefers fully dissatisfied level.
Interpretation: Majority prefers neutral satisfaction level about those products which
they have purchase after watching the advt. on T.V.
Q.11 Do you think advertisement increase the sale of product?
No. of Respondents Total Percentage of
Particulars No. of Respondents (%) Total %
Urban Rural respondent Urban Rural
Always 15 5 20 30 10 40
Mostly 10 5 15 20 10 30
Sometime 3 2 5 6 4 10
Rarely 4 1 5 8 2 10
Never 3 2 5 6 4 10
Total 50 62 38 100

4
Never 6

2
Rarely 8
Particulars

4
Sometime 6

10
Mostly 20

10
Always 30

0 5 10 15 20 25 30
No. of Respondents

Analysis: Out of 50 respondents,

 30% urban people and 10% rural people always think that advertisement increases
the sale of a product.
 20% urban people and 10% rural people mostly think that advertisement increases the
sale of a product.
 6% urban people and 4% rural people sometimes think that advertisement increases
the sale of the product.
 8% urban people and 2% rural people rarely thinks that advertisement increase the
sale of a product.
 6% urban people and 4% rural people never thinks that advertisement increase the
sole of a product.
Interpretation: Majority always think that advertisement increase the sale of a product.
Q.12 Which promotional offers attract you most?

No. of Respondents Total Percentage of Total %

Offers No. of Respondents (%)
Urban Rural respondents Urban Rural
Free gifts 15 5 20 30 10 40
Price offers 10 10 20 20 20 40
Any other 3 2 5 6 4 10
None 1 4 5 2 8 10
Total 50 58 42 100

40
10
35

30 20
No. of Respondents

25

20
Rural
15 30 Urban

10 20
4
8
5 6
2
0
Free gifts Price offers Any other None
Offers

Analysis: Out of 50 respondents,

 30% urban people and 10% rural people prefers free gifts as promotional offers attract
them the most.
 20% urban people and 20% rural people prefers price offer.
 6% urban people and 4% rural people prefers any other promotional offer which
about them the most.
 2%urban people and 8%rural people prefers no promotional offer.
Interpretation: Majority prefers free gifts or price offers as promotional offers which
attract them the most.
Q.13 Does a personality’s (like AMITABH BACCHAN, AKSHAY KUMAR OR
KATRINA KAIF) participation in advertisement of a brand influence your
decision of buying a particular product?
No. of Total Percentage of Respondents
Influence Respondents No. of (%)
Urban Rural respondents Urban Rural Total
Yes 20 10 30 40 20 60
Not completely 10 5 15 20 10 30
No 3 2 5 6 4 10
Total 50 66 34 100

40
40

35

30

25
20 20
20
Urban
15
No.of respondents Rural
10
10
6
4
5

0
Yes Not completely No
Influence

Analysis: Out of 50 respondents,

 40% urban people and 20% rural people prefers that a personality participation in
advertisement of a brand influence their decision of buying a particular product.
 20% urban people and 10% rural people do not completely prefers that a personality
participation in advertisement of a brand influence their decision of buying a particular
product .
 6% urban people and 4% rural people do not prefers that personality participation in advts. of
a brand influence their decision of buying a particular brand of a product.
Interpretation: Majority people prefers that a personality’s participation in advertisements of a
brand influence their decision of buying a particular brand of a product.
Q.14 The reasons for choosing a particular brand of product are:
No. of Total Percentage of
Particulars Respondents No. of Respondents (%)
Urban Rural respondents Urban Rural Total
Trust in that brand 15 5 20 30 10 40
T.V. Commercials 10 5 15 20 10 30
Any other reason 10 5 15 20 10 30
Total 50 70 30 100

30
30

25
No. of respondents

20 20
20

15
Urban
10 10 10
10 Rural

0
Trust in that T.V. Any other reason
brand Commercials
Particulars

Analysis: Out of 50 respondent,

 30% urban people 10% rural people prefers that they have trust in the brand of that
product
 20% urban people and 10% rural people prefers T.V. commercials helps in
choosing a particular brand of a product.
 20% urban people and 10% rural people prefers that there is any other reason in
choosing product.

Interpretation: Majority prefers that the reasons for choosing a particular brand of a
product is that they have trust in that brand.
CHAPTER-5
 FINDINGS

 60% Urban people and 40%rural people prefers advertisement on TV.

 30% urban people and 10%rural people prefers TV advertisement.
 20% urban people and 10%rural people prefers newspaper advertisement.
 20% urban people prefers magazine Advertisement.
 10%urban people prefers other advertisement.
 20%urban people and 10%rural people prefers watching TV less than 1 hr
daily.
 30%urban people and 10%ruarl people prefers watching TV 1-2 hrs. daily.
 20%urban people and 10%rural people prefers watching TV more than 3 hrs.
daily.
 8%urban people and 2%rural people prefers to watch TV at 7am-10am.
 10%urban people and 10%rural people prefers to watch TV at 10am-1pm.
 20%urban people and 10%rural people prefers to watch TV at1pm-4pm.
 8%urban people and 2%rural people prefers to watch TV at 4pm-7pm
 10%urban people prefers to watch TV after 10 pm.
 10%urban people prefers ZEE TV as their favourite channels.
 8%urban people and 2%rural people prefers SAB TV as their favourite
channels.
 ,20%urban people 10%rural people prefers STAR PLUS as their favourite
channels.
 6%urban people 4%rural people prefers SAHARA TV as their favourite
channels.
 20%urban people and 10%rural people prefers SONY TV as their favourite
channels.
 6% urban people and 4%rural people prefers DD NATIONAL as their
favourite channels.
 20%urban people and 10%rural people prefers watching advertisement on TV
only for watching TV.
 30%urban people and 10%rural people prefers watching advt.on TV to obtain
information about product.
 6%urban people and 4%rural people prefers watching advt.on TV as there is no
other alternative .
 10%urban people and 10%rural people prefers watching advt .on TV just to
entertain.
 80%urban people and 20%rural people prefers to see the advt.in between the
programme they watch.
 20%urban people and 10%rural people prefers always to pay attention on TV
advt.
 10%urban people mostly prefers to pay attention on TV advt.
 20%urban people and 20%rural people sometimes prefers to pay attention on
TV advt.
 8%urban people and 2%rural people rarely prefers to pay attention on TV advt.
 4%urban people and 6%rural people never prefers to pay attention on TV advt.
 80%urban people and 20%rural people prefers to purchase product after
watching the advt. on TV.
 20%urban people and 10%rural people feel full satisfied about those product
which they purchased after watching the advt.on TV.
 10%urban people feel satisfied about those products which they purchased after
watching the advt.on TV.
 20%urban people and 20%rural people prefers neutral satisfaction level.
 8%urban people and 2%rural people feel dissatisfied.
 4%urban people and 6%rural people feel fully dissatisfied.
 30%urban people and 10%rural people always think that advt. increases the sale
of a product.
 20%urban people and 10%rural people mostly think that advt. increases the sale
of a product.
 6%urban people and 4%rural people sometimes think that advt. increases the
sale of a product.
 8%urban people and 2%rural people rarely thinks that advt. increases the sale
of a product.
 6%urban people and 4%rural people never thinks that advt. increases the sale of
a product.
 30%urban people and 10%rural people prefers free gifts as promotional offers .
 20%urban people and 20%rural people prefers price offers as promotional
offers.
 6%urban people and 4%rural people prefers any other promotional offer.
 2%urban people and 8%rural people prefers no promotional offers.
 40%urban people 20%rural people prefers that a personality’s participation in
advt. of a brand influence their decision of buying a particular product.
 20%urban people and 10%rural people do not completely prefers that a
personality’s participation in advt. of a brand influence their decision of buying
a particular product.
 6%urban people and 4%rural people do not prefers that a personality’s
participation in advt .of a brand influence their decision of buying a particular
product.
 20%urban people and 10%rural people prefer to watch news and talk shows on
TV .
 10%urban people prefers to watch quiz game and cartoons on TV.
 6%urban people and 4%rural people prefers to watch music shows on TV.
 20%urban people and 10%rural people prefers to watch dramas and movies on
TV.
 6%urban people and 4%rural people prefers to watch religious programme on
TV.
 10%urban people prefers to watch beauty tips and cooking on TV.
 20%urban people and 10%rural people prefers to spend their free time by doing
college work.
 30%urban people and 10%rural people prefers to spend their free time by
watching TV.
 6%urban people and 4%rural people prefers to spend their free time by listening
music.
 8%urban people and 2%rural people prefers to spend their free time by
gossiping with friends.
 4%urban people and 6%rural people by doing household chores.
 30%urban people and 10%rural people are free to purchase dress of their own
choice.
 20%urban people and10%rural people prefers to purchase dress of their own
choice to some extent.
 10%urban people and 20%rural people do not feel free to purchase dress of
their own choice.
 30%urban people and 10%rural people prefers that they have trust in the brand
of that product .
 20%urban people and 10%rural people prefers TV commercials helps in
choosing a particular brand of a product.
 20%urban people and 10%rural people prefers that there is any other reason in
choosing a product.
 CHAPTER-6

SCOPE AND LIMITATION OF THE STUDY

 SCOPE AND LIMITATION OF THE STUDY

SCOPE
Scope was limited to the geographical boundary of the Ludhiana city.

LIMITATION OF THE STUDY

• Due to resources and time constraints the study was limited to the Ludhiana
city.

• Sample was chosen according to the convenience and such sample might not
be representative of the universe.

• Being an opinion survey the personal biases of the respondents might have
entered in their responses.

• As this study and its result are based on primary data, the probability of
personal bias cannot be overruled.

• Since the sample size was 50, so the findings and conclusions of the study
are only suggestive not conclusive, in spite of the best and honest efforts.

• It cannot be accepted as a piece of excellence and is limited to the

knowledge and experience of a teenager.
CHAPTER-7
 CONCLUSION

The study suggests that urban teenagers like television advertising more than their
rural counterparts. TV advertising has enhanced their involvement in product
selection and purchase. They prefer to buy and experiment with the new products.
Urban teenagers collectively decide with their family members, products to be
purchased due to exposure to TV advertisements while it is not so with their rural
counterparts. The rural teenagers do not agree to buy the advertised products if
they do not require them. They like the advertisements of the products they are
already using and believe that the quality of the product is as good as expected
from TV advertisements.

It can also be concluded that there is a considerable variation in the perception of

both rural and urban teenagers on the issue that demand for product purchase is
influenced by TV advertisements. Further, the study also revealed that the buying
behaviour of male teenagers is more influenced by television advertisements than
their female counterparts.
CHAPTER-8
 SUGGESTIONS

 The company should advertise their products by the participation of a

personality’s like Amitabh Bacchan or Katrina Kaif by which rural people
get more influenced and purchase more products.
 Regional language must be used while advertising a particular product so as
to increase the company sales.
 The language must be easy, understandable and not complex.
 Good quality of a product is most important that scores highest in regards of
the satisfaction of the consumers.
 If the companies lay more stress on experimenting with the colour and the
shape of the products, the consumers would be more satisfied on these
grounds and hence increase the sales of the company.
CHAPTER-9
 BIBLIOGRAPHY

Books:
C.N.SONTAKKI - Marketing Management
C.R. KOTHARI - Research Methodology
PHILIP KOTLER – Marketing Management

Website:
 www.google.com
 www.docstoc.com
 www.slideshare.com
 www.ask.com
CHAPTER-10

ANNEXURE
 QUESTIONNAIRE
Dear Respondents,
I, Biranpal Singh, student of MBA (4th Sem) of GUJARANWALA GURU NANAK
INSTITUTE OF MANAGEMENT AND TECHNOLOGY. I am conducting a Survey on
“Impact of Advertising on Urban and Rural Teenagers Buying Behaviour”. Kindly help me
in filling the questionnaire completely.

Name : ....................................................................................
Address : ....................................................................................
Phone No. : ......................................................................... ..................

Q.1 : Do you watch advertisement on Television ?

Yes [ ] No [ ]

Q.2 : What type of advertisement preferred by you ?

T.V. Advertisement [ ]
Newspaper advertisement [ ]
Magazine advertisements [ ]
Any other (specify) _________________

Q.3 For how many hours do you watch Television daily ?

1) Less than 1 Hours [ ]
2) 1-2 hours [ ]
3) More than 3 hours [ ]

Q.4. At what time do you watch television the most ?

1) 7 am – 10 am 2) 10 am – 1 pm
3) 1 pm – 4 pm 4) 4 pm – 7 pm
5) 7 pm -10 pm 6) After 10 pm

Q.5. Which is your favorite entertainment channels ?

1) Zee T.V. [ ] 2) SAB T.V. [ ]
3) Star plus [ ] 4) Sony Max [ ]
 5) Sony T.V. [ ] 6) Discovery [ ]

Q.6. Why do you watch advertisement on Television ?

Only for watching them [ ]
Obtain information about product [ ]
There is no alternative so you watch them [ ]
Any other [ ]

Q.7. Do you always pay attention on Television advertisement ?

Always [ ] Mostly [ ]
Sometime [ ] Rarely [ ]
Never [ ]

Q.8. Have you purchased any product after watching the advertisement on Television?
Yes [ ] No [ ]

Q.9 What is your satisfaction level about those product which you have purchased
after watching the advertisement on Television ?

Fully Satisfied Neutral Dissatisfied Fully

satisfied dissatisfied

Q.10. Do you think advertisement increase the sale of product ?

Always [ ] Mostly [ ]
Sometime [ ] Rarely [ ]
Never [ ]

Q.11 Which promotional offers attract you most?

Free gifts [ ] Price offer [ ] Any other [ ]

Q.12 Does a personality’s (Like AMITABH BACCHAN, AKSHAY KUMAR or

KATRINA KAIF) participation in advertisement of a brand influence your
decision of buying a particular brand of a product?
 Yes [ ] Not completely [ ] No [ ]

Q.13 The reasons for choosing a particular brand product are:-

Trust in that brand
TV Commercials
Any other reasons