THE INFLUENCE OF HUMOUR

ADVERTISING ON CONSUMER

BEHAVIOUR AND BRAND LOYALTY

Project Report submitted in partial fulfillment of the requirement for

the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION (BBA)

SUBMITTED BY

TANNISHTHA VENKATESAN

Reg. No. 18CBBAD113

Under the guidance of

Dr. Om Prakash

CMR UNIVERSITY

SCHOOL OF MANAGEMENT

MAY 2021

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 DECLARATION BY THE STUDENT

I, Tannishtha Venkatesan, bearing Reg. No. 18CBBAD113, hereby declare

that this project entitled “The Influence of Humour Advertising on

Consumer Behaviour and Brand Loyalty” has been prepared by me towards

the partial fulfillment of the requirements for the award of the Bachelor of

Business Administration (BBA) Degree under the guidance of Dr. Om

Prakash.

I also declare that this project is my original work and has not been

previously submitted for the award of any degree, diploma, fellowship, or

other similar titles.

SIGNATURE: DATE:

TANNISHTHA VENKATESAN

Reg. No. : 18CBBAD113 PLACE: BENGALURU

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 CERTIFICATE

Certified for this project report titled “The Influence of Humour

Advertising on Consumer” is the bonafide work of Tannishtha

Venkatesan who carried out the project under my supervision in the

partial fulfillment of the requirements for the award of BBA degree.

SIGNATURE:

DR. OM PRAKASH

Guide Reg. No.:

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 ACKNOWLEDGEMENT

I would like to say thanks to my University Dean, the Director of the School

of Management, my guide Dr. Om Prakash and the other faculties of CMR

University that have time and time again supported me with many of my

needs.

The completion of this research paper would not have been possible without

the participation of so many people especially that of Vidya Santhanam and

Bensen Alex. I have had the pleasure to receive the assistance of so many

people who took part in the survey that greatly helped me put my research

to the test. Their contributions are sincerely appreciated and gratefully

acknowledged.

Finally, to my friends and family, I thank you for your moral, physical and

financial support.

Without the help of all the above-mentioned individuals, this research paper

would have merely been thought of and nothing more.

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 ABSTRACT

This research aimed to study if humor advertisements influence consumer

behavior and further understand the concept of humor in advertisements and

see if customer loyalty affects this.

The information for the theory was collected from books, websites, articles,

and previous research papers. Marketing, advertising, the impact of humor,

purchase decisions, buying behaviour, etc., are described here. Primary data

is collected through the use of questionnaires to further expand on the

objectives of the study. This research states supportive theory that helps in

the better understanding of the survey and the analysis. It tests three

different hypotheses to check the relationships between age, appreciation of

humor, brand loyalty, and purchase decision.

Finally the research finds that there is no significant association between age

and consumer purchase decisions based on humorous advertisements, there

is no significant association between appreciation of humor and consumer

purchase decisions based on humorous advertisements, there is a significant

association between brand loyalty and consumer purchase decision based on

humorous advertisements, the respondents who are not brand loyal have

higher chances of making a purchase decision based on humorous

advertisement, respondents who are brand loyal have higher chances of not

making a purchase decision based on humorous advertisement and it is

found that although a certain number of respondents may choose to buy a

product due to liking the advertisement, more of respondents would buy a

product in response to a funny advertisement.

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 TABLE OF CONTENTS

CHAPTER 1 INTRODUCTION PAGE: 7

1.1 Introduction

CHAPTER 2 LITERATURE REVIEW PAGE: 21

2.1 Introduction

CHAPTER 3 RESEARCH METHODOLOGY PAGE: 33

3.1 Research Method

3.2 Sampling

3.3 Data Collection

3.3.1 Types of Data Collection

3.3.2 Methods of Data

CHAPTER 4 DATA ANALYSIS & INTERPRETATION PAGE: 40

CHAPTER 5 FINDINGS, CONCLUSIONS & PAGE: 55

RECOMMENDATIONS

5.1 Findings

5.2 Conclusions

5.3 Recommendations

CHAPTER 6 LIMITATIONS AND SCOPE OF FUTURE PAGE: 58

RESEARCH

6.1 Limitations

6.2 Scope of Future Research

BIBLIOGRAPHY PAGE: 59

APPENDIX PAGE: 61

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 CHAPTER ONE:

INTRODUCTION

1.1 Introduction:

Often we require help with making Purchase Decisions, especially when

more than two similar products exist in the market. Nowadays businesses

are recruiting a chief marketing officer(CMO) to assist with marketing

needs. (S)He comes up with strategies to monitor customers and competitors

among other tasks. Such activities performed by the marketing department

provide customers with the basis upon which they can make an informed

decision.

Activities undertaken by a company to promote sales of goods or services

company marketing full stop marketing is an umbrella term that includes

advertising selling and product distribution to consumers.

Famous definitions of marketing are as follows:

1. American Marketing Association(AMA): “ marketing the activity, set of

institutions, and processes for creating, communicating, delivering, and

exchanging offerings that have value for customers, clients, partners, and Society

at large .”

2. Philip Kotler: “ the science and art of exploring, creating, and delivering

value to satisfy the needs of the target market at a profit. marketing identifies

unfulfilled needs and Desires. it defines, measures and quantifies the size of the

identified market and the profit potential.”

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3. Jay Baer: “ marketing is the messages and/or actions that cause messages

and/or actions.”

The point of marketing is not the need for making a sale. rather marketing

AIMS at making selling unnecessary, by focusing on understanding

customers so well that the product sells itself.

marketing is not only for products. services, ideas, info, events, places,

properties, and even people can be marketed.

Marketing answers questions related to customers such as what the

customers need or want do the customers like or dislike the product among

other questions. the success of the business is determined by how it is

marketed, some of the needs of marketing are listed below:

1. Any business needs to engage with its customers. True marketing

organizations engage with their customers effectively using social media as

the most popular way to engage customers. Organizations use creative short

videos, music, and/or humorous tactics to engage customers.

2. The reputation of a business determines its brand equity. A big part of

marketing works towards building brand equity and maintaining the

reputation of the company.

3. Market research different segments are studied that meet the needs of

customers. marketing helps to build a relationship between a business and

its customers.

4. Customers get to know product value and any other related

information about true marketing. This creates brand awareness.

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5. Marketing uses different ways to advertise a product that triggers a

Purchase Decision in the customer best helping to boost sales.

6. Businesses depend upon marketing to make managerial decisions.

marketing reports help top management to make informed decisions.

“A marketer is someone who seeks a response such as attention, purchase, a

vote, a donation from another party called the prospect they are skilled at

stimulating demand for the products, they also seek to influence the level,

timing, and composition of demand to meet the organization’s objectives.”

Marketers analyze such demand and their underlying causes and come up

with an action plan to shift the demand curve to a more favorable position.

There are several ways through which a marketer tries to appeal to the

customers that are by using different marketing strategies (marketing

mix):

1. Product: the goods/services offered by the company to its customers.

2. Price: the amount of money paid by customers to purchase the

product.

3. Place: the activities that make the product available to customers.

4. Promotion: The activities that communicate the product features and

benefits and persuade customers to purchase the product.

Marketing brings to the table a wide set of merits along with

assisting consumers with Their Purchase Decision.

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Some of these merits are as follows:

● Marketing promotes the brand or products. It shows all the positive

attributes of the brand/product in an attractive light.

● Marketing provides relevant information to consumers regarding

products and the company itself.

● Marketing creates employment opportunities.

● Marketing assists in the transfer, exchange, and movements of

products.

● Marketing builds lasting connections with customers.

● Marketing helps in the growth of an economy.

● True marketing, Standard of living can be raised and maintained.

Some advantages of marketing for the company itself:

● Marketing studies the needs, demands, and wants of the customers.

● Continuous ideas are generated for product improvements, maybe

even new products. marketing keeps bringing fresh ideas to the table.

● Urges all departments to be consumer-centric.

● Marketing continuously maintains Company image and consumer

satisfaction.

Brand Loyalty:

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Brand loyalty is a set of feelings that urges the consumers to form a habit of

continuously purchasing a certain product(s) from the same brand. The

brand builds trust in the consumer thus urging him/her to constantly keep

buying products from that brand only. Such exchanges create a consumer

behavior pattern that shows the trust formed over some time in response to

customers buy products from the same brand irrespective of the cost of

goods or the existence of alternatives in the markets. It is the faithfulness

that a customer develops for a brand.

Types of Brand Loyalty:

1. Hard-Core Loyals: These types of consumers purchase the same

product(s) from the same brand again and again.

2. Spilt Loyals: Consumers loyal to only 2-3 products.

3. Shifting Loyals: These types of consumers like to experiment and keep

shifting from one brand to another.

4. Switchers: Consumers who are not brand loyal at all and prefer their

products based on whichever is the cheapest or the most appropriate to their

needs.

Consumer Behaviour:

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It is the study of how consumers (or firms) choose the products they want to

purchase and how they use them. Consumer behaviour is a broad category

that consists of purchase decision, buying behaviour, motivations, etc.,

Purchase Decision:

The purchase decision is a process that involves the consumer recognizing a

problem that needs solving or a need/desire that arises. After this, the

consumer seeks information regarding the options he has to solve his needs,

once he is aware of all the different products he can buy he will need to

analyze each option and pick one product. After a choice is made (s)he

decides to purchase the product. Once the purchase is made, the consumer

analyses whether the choice he made was the right one for him.

Consumer Buying Behavior:

Consumer Buying Behavior refers to the actions taken (both on and offline)

by consumers before buying a product or service. This process may include

consulting search engines, looking at social media posts, or a bunch of other

actions. It is valuable for businesses to understand this process because it

helps businesses better shape their marketing measures to the marketing

efforts that enabled customers to successfully purchase a product.

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Major factors that influence consumer buyer behavior:

A variety of factors go into the consumer buyer behavior process, but here

we offer just a few. Taken separately, they may not result in a purchase.

When put together in any number of combinations, the likelihood increases

that someone will connect with a brand and make a purchase. Four factors

influencing consumer buying behavior are:

● Cultural Factors - Culture is not always defined by a person's

nationality. It can also be defined by their associations, their religious

beliefs, or even their location.

● Social Factors - Elements in a person's environment that impact the

way they see products.

● Personal Factors - These may include someone's age, marital status,

budget, personal beliefs, values, and morals.

● Psychological Factors - A person's state of mind when they are

approached with a product will often determine how they feel not only

about the item itself but the brand as a whole.

The four types of buyers:

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1. The Analytical Buyer - Motivated by logic and information, this buyer

will look at all the data on competing brands and products before making an

informed decision.

2. The Amiable Buyer - Warm and friendly, this buyer just wants everyone

to be happy. That is why they are often paralyzed by big decisions when

there is the perception of a win/lose outcome.

3. The Driver Buyer - Drivers are most concerned with how others view

them and whether they follow. The trendsetters, Drivers are most concerned

with their appearance rather than the relationships that are formed during a

transaction.

4. The Expressive Buyer - Relationships are key to the Expressive Buyer.

They cannot stand feeling isolated or ignored during a transaction. Instead,

they want to feel like your most important asset.

It's hard to distill something as complex as consumer buying behavior into

four neat and tidy categories. Most people will find they are a combination

of these types of consumer buying behavior.

HUMOUR:

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Humour is anything that is meant to incite laughter and amusement,

particularly in theatre, television, film, stand-up comedy, or the opposite

diversion medium. It dates back to the standard Greeks, originating from the

comedy literary definition that refers to a medieval story or narrative

involving an associate degree amusing character that triumphs over poor

circumstances, making comic effects. The tone here is light-weight and

satiric and thus the story continually ends well.

Regarding screenland, the comedy genre definition has films or shows that

create individuals laugh and have positive endings. Ultimately, comedy

makes individuals laugh. Even supposing humor is subjective, there square

measure a few of things that comedy should succeed.

Types of humor:

● Slapstick — physical gags (e.g., Chaplin or a pie on the face)

● Parody — deliberately mimics or ridicules another

● Spoof — a light-weight parody, less targeted on ridiculing

● Satire — mocking a region of society or politics

● Irony — once the alternative of what’s expected happens

● Sarcasm — scornful response, typically ironic

● Farce — extreme exaggeration of characters and circumstance

● Dark comedy — wherever humor touches even serious subjects

● Surrealism — abstract things, juxtapositions, or nonsensical humor

Everyone loves an honest laugh. It's scientifically tested that humor, and

laughter, will improve our health; in step with Mayo Clinic, happiness will

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hamper someone's pulse, relieve tension, increase endorphins at intervals the

brain, and might "actually unharness neuropeptides that facilitate fight

stress and doubtless more-serious illnesses."

For brands, utilizing humor as the way to connect with shoppers in an

authentic, and light-hearted, approach is typically an enormous part of the

inventive strategy. However, in times of crisis, specifically during COVID-

19, is humor still appropriate! Several brands square measure questioning

whether or not humor, albeit legitimate due to combat stress and depression,

is effective. May or not it's seen as thoughtless and insensitive.

According to Kantar in a study conducted in 2020, solely twenty-nine

percent (29%) of shoppers believe brands ought to avoid humor. Of course,

whereas shoppers welcome humor, it should be even and well-placed

contextually, as Kantar went on to note that, "consumers do feel that brands

ought to be adapting their advertising to acknowledge and respect truth and

to indicate what relevant factor they will be doing to assist shoppers in their

daily life. The key's being relevant; brands should beware to not force

themselves into a position that doesn't align with their identity and

merchandise."

Humor is such a strong tool that may become a section of any selling

strategy. Continue reading to be told however specifically will the humor

affect the prospects?

The humor stimulates the amount of cooperation. Most folks love happiness

and, as you may have guessed, it's contagious. A joke that doesn’t offend

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anyone’s feelings may be powerful suggests that it increases trust and

friendly relations. If information is combined with one thing funny it

becomes a lot contentious because it demonstrates a high rate of confidence.

Good humor stimulates the elements of the brain that are accountable for

memorizing the data.

Humor assists in creating the concept of an infectious agent. folks tend to

recollect funny jokes and retell them to people. If the humor level is sweet

enough it'll be quoted by a bigger type of folks. simply bear in mind that

videos have the biggest quantity of likes – the funny ones of course!

It’s this factor referred to as dopamine… the neurochemical in our brain that

sends signals that manage movement, emotions, and our talents to expertise

pleasure and pain.

According to Dr. Matt Bellace at Lynn University in Everglade State,

“laughter releases the neurochemical dopamine, that is a reward for the

brain, creates a way of high spirits, and plays a polar role in our motivation

to continue the behavior.” Dr. Bellace notes that the advantages of laughter

embrace improved immune functioning, stress relief, accrued tolerance for

pain, improved cardiovascular health, reduced anxiety, and improved mood.

“For all of you consummate learners out there (I’m one among them), did

you recognize that each time we’re interested and engaged during a subject,

our brain gets an effort of dopamine. It makes America wish to stay

learning and pushing ourselves. That’s very exciting for those folks within

the coaching business. we tend to adore it when our participants are

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engaged and inspired… and trust me, as a trainer and speaker, I’m tuned in

to look for dopamine surges!”

Humour is best characterized as what tickles one’s fancy, reciprocated with

a sputtered burst, chuckle, or uncontrollable laughter. Capable of turning

any frown upside down, humor can lighten one’s spirits up. It’s like the

comfort food our souls crave.

When a joke’s perceived as humorous, it’s hard to neglect the natural

consequence of laughter. A well-executed joke is like a balanced walk on a

tightrope. It relies on a steady build-up, which becomes gratifying as

expectations are violated. Ingenuity is the producer of these safe yet

pleasurable surprises, causing a spectacle of contagious, positive energy.

Humor’s secrets are worn on people’s sleeves, or in this case, expressions.

What may seem like amusement in disguise, has the potency to sway

without a warning. It makes for easier communication, pacifying any

uneasiness lingering in the air. Or better yet, posing as a placebo drug.

As we’ll see, humor can persuade aside from being a stress reliever. How is

it that dad jokes, silly puns, or sarcasm affect consumer behavior? Let’s first

dive into the psychology of humor.

Humor in Advertising:

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Advertising is a part of marketing where a certain brand, product, service,

even people and places are promoted. There are several types of

advertisements; video advertising like television commercials, radio

advertisements, newspapers or magazine advertisements etc.,

Some of the most memorable advertisements have incorporated humour into

their marketing endeavours. A 1993 study says that ‘humor is more likely to

enhance recall, evaluation, and purchase intention when the humorous

message coincides with ad objectives, is well-integrated with those

objectives, and is viewed as appropriate for the product category. Under

such circumstances, humorous advertising is more likely to secure audience

attention, increase memorabilia, overcome sales resistance, and enhance

message persuasiveness.’

When an advertisement executes humor in the right way, their

brand/product/service stands out to the consumers amongst the generic ones.

It makes a difference, it is remembered and it will create an emotional

connection with the viewers.

Usage of humor in advertising causes the consumers to have a laugh, it

keeps them engaged, such advertisements will be recalled by consumers due

to their humorous element and finally triggers a dopamine release every

time the same advertisement is viewed by the consumer or if they even think

of it.

Statement of Research Problem:

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Humour is an increasingly popular tool these days. Many more people

especially in this time and age are inclined to buy products based on

advertisements, products are marketed to present generation needs for

example social media marketing, To make the advertisements more

engaging, particularly to cater to the needs of young adults, a marketer will

have to equip newer and creative ways. By doing so, over considerable time,

a loyal customer base can be formed. This study helps to see if humor

impacts the above requirements. The results of this study can help marketers

to use humor as an active tactic in their marketing endeavors to woo

potential customers.

Significance of the Study:

Humour is a powerful psychological tool that one can use to entice another.

Marketers can use humor as a tool in making the advertisements appealing.

More number of times a potential customer views an advertisement, the

same number of times dopamine is secreted as a response to the humor

element, thus directly linking the brand to a sense of joy. This sense of joy

will affect consumer choices and impact buying behavior overall. This

research helps to see if humor impacts a customer enough to lure them into

buying a product. This further influences consumer buying behavior. And

finally may lead to a brand loyal customer following.

CHAPTER TWO:

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REVIEW OF LITERATURE

2.1 Introduction:

Articles and research papers under the same/ similar topics are studied to

see if any gaps are present:

1. Anh Thuc Hoang’s study on “Impact of humor on consumer

purchase decision(2013).” Saimaa University of Applied Sciences,

Finland. :

The purpose of this study was to study the consumer decision process and

its determinants, explore the concept and usage of humor in advertising to

find out its impacts on consumer’s purchase decisions.

The methodologies used in this research are qualitative and quantitative.

This choice of methodologies is called “multiple methods” research. The

questionnaires were available at the convenience store for one day. At the

end of the day, 35 responses were collected, and no disqualified response.

Most respondents in the survey were women (24 in 35). With the marital

status question, 62% of the respondents (22) are married (with or without

children). No respondents marked “Other” in this question. The majority of

the women who took part in the survey are married (71%) while there was

more single than married male respondents (54% and 46%). There were no

respondents who are single and have children.

It focuses on Vietnamese people and further on “yellow products” i.e.,

packaged food and beverages, in particular, Vinamilk. These kinds of

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product purchases require nominal decision making which means that there

will be limited risk involved in buying them.

Findings:

It is found that the company had to use humor to build a strong image of the

brand as people usually stick to their choice of milk. Such advertisements

successfully achieve audience attention, make the message viral, the

production memorable, and differentiate from many competitor brands.

Gaps found in research:

● The study was only about Vietnamese people.

● The focus was only on the brand Vinamilk.

● Further, the focus was only on “yellow goods”.

2. Sashi Kumar Kovindaswamy and Emmanuel Abiodun Ogundare

conducted a study of “humor advertisement and its influence on

consumer purchasing decision (2017)”, Malaysia:

The main aim of the study is to analyze the impact of humorous

advertisements on the purchasing decision of Malaysian consumers. It

explains the concept of humor advertisement and explores the process of

consumer purchase decisions.

The three types of research designs are explanatory, exploratory, and

descriptive. The qualitative tools of data collection include in-depth

interviews from the respondents using open-ended questionnaires, online

forums, where an open debate is held between the respondents, focus group

analysis, under which the actions, views, reactions, and comments of the

respondents are judged. Likewise, the tools used in quantitative studies

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include face-to-face surveys, where the respondent is given a survey

questionnaire – A five-point Likert scale and is asked to fill it.

We observe that there were more female participants than male according to

the demographic analysis - 52.22% of the respondents were female, while

47.78% were males.

It can be seen that 28% of the respondents belong to the age group of 36%

belongs to the age group of 25-31, while 36% of the respondents belong to

the age group of 32-38 years. Therefore, it can be concluded that most of the

respondents belong to the mature age group, i.e. in between 25-38

The findings of this study helped to identify that the purchasing decision of

the consumer's plays is largely dependent upon their willingness to purchase

particular products.

Gaps found in research:

● Study limited only to Malaysian natives

3. “The effects of humorous and irritating advertising on brand

perception in the food industry” by Holly-Laura Myllyoja, Nika Bejo Čeh,

and Yacoub Said (2020):

The purpose of this study is to see how food advertising that is considered

humorous and irritating is perceived by consumers and how this affects their

brand perception

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This study uses a quantitative approach by using a survey method. The data

collected was analyzed by the use of a descriptive method.

This study was conducted by the use of a survey of 300 respondents from

different countries around the world. The respondents were mainly women

(66.3%), following men (33.3%), and a small percent of those who did not

want to disclose their gender (0.3%).

According to the findings of the authors, an advertisement conducted

entirely with humor, is the easiest way for consumers to understand the

message, which leads to shaping the consumers’ brand perception to the

direction the company intended. On the other hand, an advertisement that

gets incorrectly understood is not able to send the intended message and

wrongly affects brand perception. The small line between a joke and

irritation is as thin as ice.

Gaps found:

● Convenience sampling was used which can create bias, sample errors,

and little credibility.

● The authors chose neutral based gender advertisements to avoid bias

responses

● The pandemic made the authors use the most convenient routes as

meeting people was not an option during this time

● The different countries do not include India.

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4. Mudadi Mercy studied the “Impact of Celebrity Endorsement

advertisement on Brand Awareness in Zimbabwe, case of Nash paints

(2018)”.

The study was prompted by extreme competition that Nash Paints faced

from cheap imports and brand imitations which led to a decline in market

share and revenues. The study sought to establish the effect of celebrity

endorsement advertisement on brand recall, brand recognition, and brand

association

The study adopted the quantitative approach and employed a cross-sectional

causal research design. A sample size of 44 made up of Nash Paints

employees and customers, selected using stratified random sampling and

convenience sampling respectively, was used.

The study made use of structured questionnaires to collect data from the

targeted respondents. 70.4% of the respondents highlighted that they were

able to recall brands if their favorite celebrities were included in the

advertisements. A total of 68.2% of the respondents were in agreement that

celebrity attractiveness plays a critical role in remembering the Nash Paints

brands.

The findings of the study concluded that there is a relationship between

celebrity endorsement advertisement and brand

recall/association/recognition.

Gaps found in this study:

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● Due to economic challenges faced in Zimbabwe, the findings of this

research might not be applicable in the next 5 years.

● This study was also conducted within a very short period of not more

than 3 months.

● The researcher also faced financial constraints which limited the

sample size to 44 respondents and also restricted the study to Mutare.

5. Fanny Fong Yee Chan studied “the placing products in humorous

scenes: it impacts on brand perceptions (2020)”

This study aims to extend the literature on marketing communications by

exploring the effect of placing products in humorous scenes.

The study used a two-phase research process. A content analysis of prime-

time television programming was conducted to map the relative prevalence

of brands placed in humorous contexts and for the selection of research

stimuli. This was followed by a large-scale experimental study of 1,100

television viewers in Hong Kong with real stimuli that had been digitally

manipulated.

The study found that a humorous context did enhance recall of placed

brands but its effect on brand attitudes was mediated by audience

involvement in the viewing and moderated by psychological trait reactance.

Individuals with low trait reactance were more positive toward brands

placed in a non-humorous context than individuals with high trait reactance

while individuals with high trait reactance were more positive toward

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brands placed in a humorous context, though the difference was less

prominent.

The results also facilitate marketers and program producers to choose the

best placement context and design more effective placement strategies.

6. Martin Eisend (2010) studied “how humor in advertising works: A

meta-analytic test of alternative models”:

Research shows how humor works in the advertisement and its effect on the

attitude of the consumers towards the brand. The variables that were used in

the study were humorous advertisement and impact on consumer attitude.

The sample size which was adopted was 601. Quantitative methodology was

adopted to derive the desired outcomes of the study. Tests such as structural

equation model and meta-analysis correlation were applied to analyze the

data which was obtained from the respondents.

The findings further illustrated that humor enforces a strong impact on

generating the positive attitude of the consumers towards the advertisement

of a particular product or service.

The results of a recent meta-analysis show that humor enhances attitudes

towards the ad, attitudes toward the brand, and positive affect and reduces

negative affect. The meta-analysis, therefore, concludes that humor effects

are primarily based on affective processes.

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7. Khattak, M. A., & Baig, M. (2016) researched “Impact Of Humor

In Advertising Marketing, On Purchase Intent A Study To Investigate

The Effectiveness Of Humor When Introduced In Marketing

Communication As Advertisement.”:

The purpose of this paper is to investigate the overall impact of using humor

in advertising marketing on purchase intention keeping in view the

moderating effect of informativeness of advertisement and attitude towards

media as a channel of communication.

A survey method was employed. A self-administered questionnaire was

used for this purpose. A sample of 200 students was chosen. The convenient

sampling technique was to collect the data from individual respondents,

which brought back 179 useable responses.

The hypothesis was built around the observation that purchases increase if

humor is used in advertisements and that relationship of humor in

advertising and purchase intention is moderated by attitude towards

advertisement.

These findings will enable advertisers to grab the attention of a consumer,

change purchase intention and decide whether or not to use the tool of

humor in commercials. This paper adds value to research by testing the role

of informativeness & attitude towards advertisement, on consumer’s choice.

Implication of research into the theoretical framework proved humor to be

one of the strong tools to advertisers in grabbing the attention of consumers.

Mediation of interacting variables; informativeness and attitude towards

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advertisement, was found to strongly influence the relationship between

humor in advertisement and buying decisions.

8. Impact of Humor in Advertising on Consumer Purchase Intention:

A Study on Ufone Network from Telecommunication Sector in Pakistan

conducted by Mehmood, H. A. M. I. D. & Masood, S. A. A. D. (2016):

This study aims to find out the impact of humor in advertising on consumer

purchase intentions in the Ufone network out of the telecommunication

sector of Pakistan. The purpose of this research is to determine the impact of

humor in advertising on consumer purchase intention.

Data was collected through questionnaires on a five-point Likert scale from

200 respondents conveniently from the users of the telecommunication

sector of Pakistan. This is a descriptive study. The researcher uses

probability and convenience sampling techniques for the collection of data.

Correlation and regression were used as statistical tests of data. SPSS is

used to analyze the data.

Researchers find out that humor increases consumer perception about

products. It is very important to say that humor can be very effective in

changing the mind of consumers for a specific product. It is found that the

humorous nature of ads enhanced attention against non-humorous ads.

Gaps:

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● The researcher collected data only from Okara city that is a small city

in Pakistan

● The study has the limited resources

● Most of the data were collected from university students. Data should

also have been collected from businessmen, housewives, etc.

9. Impact of Humor Advertising on Brand Purchase Strategy studied

by Amin Palikhe (2019):

The main aim of the study is to analyze the impact of humor advertisements

on the brand purchasing strategy of consumers. It is a study of consumer

behavior is important to create brand purchase strategy and spending nature

of consumer towards advertised products.

This study used a descriptive research design by testing the hypothesis with

dependent and independent variables. The questionnaire-based survey has

been undertaken upon the sample of 136 respondents.

The results reveal that there is no significant relationship exists between the

independent variable (humor advertisement) and the dependent variables

(brand attitude, brand memories, purchase intention). There is a low

correlation between humor advertisement and brand attitude that shows

p<0.1.

PAGE: 30
10. A study by Qaswa Kamran and Dr. Danish Ahmed Siddiqui on”

The Impact of Emotional Advertising on Consumer Buying Behaviour for

Home Appliance Products in Pakistan” (2019):

This study was conducted to identify the impact of emotional advertising on

consumer buying behaviour. The main focus of this study is to assess the

significance of emotional advertisement on customer buying behavior for

Home appliances products in Pakistan

A quantitative approach was used, and the questionnaire-based survey was

conducted using a sample size of 200 respondents and their responses to

different appeals like love, humor, happiness, and excitement were

recorded. The hypothesized model has been tested using factor analysis and

structural equation modeling (SEM).

The results show a positive impact of emotions like love, humor, and

happiness in influencing the purchase intention of the consumers.

Gaps:

The research is limited to high involvement products specifically home

appliance brands.

As this study is related for academic purposes, therefore we don’t have

enough time to gather a large sample size, and the specified time allows us

to incorporate a small size which may slightly differ the findings of the

study. Besides only Home appliance products were selected from a high

involvement product category to determine the impact of emotional

PAGE: 31
advertisement on buying behavior, which may again limit the results in

terms of implications.

The research is limited to high involvement products specifically home

appliance brands.

PAGE: 32
CHAPTER THREE :

RESEARCH METHODOLOGY

Research Title: “THE INFLUENCE OF HUMOUR ADVERTISING ON

CONSUMER BEHAVIOUR.”

Aim: TO CHECK HOW HUMOUR INFLUENCES CONSUMER

BEHAVIOUR.

3.1 Research Methodology:

Particular tools are used to analyze information that is obtained through

different means ( maybe surveys, telephonic conversations, etc.,). The

column of research methodology shows the reliability of a paper. The

details provided here validate this research.

Types of Research Methodology:

● Quantitative Research: This refers to the data collected that is based

on numbers. These numbers are then condensed into tables or graphs.

Example: Age.

● Qualitative Research: Aspects of the research that are mom numerical

in nature. Qualitative research is used in places where numerical

information does not make sense or if it is not sufficient. Qualitative data

provides a denser summary however, numerical information is more

accurate.

PAGE: 33
● Descriptive Research: Under descriptive research, facts are made use.

Case studies and surveys are undertaken to verify these facts.

● Analytic Research: Here the facts that have been verified are made

use of to critically evaluate the research.

● Applied Research: Here usually, only one field is studied and all the

facts within are standardized. This is used based on technical facts.

● Case Studies: A previously occurred situation with a company is

studied and analyzed to avoid or solve a similar situation.

● Fundamental Research: The most basic research that is conducted to

test a concept that is entirely new to the world.

● Exploratory Research: Such researches do not provide any

conclusions for the topic. These are all based on pre-existing theories. The

exploratory type of research provides flexibility and usually has an improper

structure. Findings of such research only help advance the research more

and will not help the public.

● Conclusive Research This is a well-structured method of research that

provides ample help to the general public.

● Surveys: Through surveys, large amounts of data can be obtained,

accurately and for less cost. Surveys are both qualitative and quantitative.

Research methodologies are an important part of any research paper. It

approves the research to a reader. It also critically evaluates and analyses to

prove data. Thus, helping researchers understand the research from different

perspectives and derive useful conclusions.

PAGE: 34
Research Methodology Used in This Study:

This research uses the Qualitative type of research. The qualitative elements

in this research are consumer buying behavior, brand loyalty, and humor

appreciation. These elements are studied and the responses are analyzed to

validate the research.

Scope of the study:

This research pertains to the influences humor has on consumer buying

behavior and brand loyalty. Here, the theoretical understanding of

marketing, humor, humor in advertisements, consumer buying behaviour,

purchase decision, and brand loyalty were explored. Ater, the research

discusses the various research methods and the methodology used, tools

used for data collections and assessment, the analysis of hypotheses, and the

obtained data. Finally, this research brings forth the results of the research,

the recommendations for organizations and marketing agencies. Finally, it

mentions the limitations faced by the researcher and provides any

suggestions for future research.

Objectives:

● To provide a theoretical understanding of consumer (buying)

behavior.

● To provide a theoretical understanding of humor in advertising.

PAGE: 35
 ● To analyze the influence of humor advertising and brand loyalty on

consumer behavior.

● To provide suggestions or recommendations if any.

Research Questions:

● Does humor advertising influence consumer behavior?

● Does brand loyalty influence consumer behavior?

Research Design:

This research follows a Qualitative Research design.

Hypotheses:

The following hypotheses are tested in the fourth chapter.

Hypothesis 1: Testing the association between age and consumer purchase

decision based on humorous advertisements.

● 1H0 – There is no significant association between age and consumer

purchase decision based on humorous advertisements

● 1H1 – There is a significant association between age and consumer

purchase decision based on humorous advertisements

Hypothesis 2: Testing the association between appreciation of humor and

consumer purchase decision based on humorous advertisements

PAGE: 36
● 2H0 – There is no significant association between appreciation of

humor and consumer purchase decision based on humorous advertisements

● 2H1 – There is a significant association between appreciation of

humor and consumer purchase decision based on humorous advertisements

Hypothesis 3: Testing the association between brand loyalty and consumer

purchase decision based on humorous advertisements

● 3H0 – There is no significant association between brand loyalty and

consumer purchase decision based on humorous advertisements

● 3H1 – There is a significant association between brand loyalty and

consumer purchase decision based on humorous advertisements

3.2 Sampling:

● Ethical considerations:

a) Consent was taken before the Google form questionnaires were sent.

b) Confidentiality will be strictly maintained the same was assured to the

participants.

c) The responses and data of the participants will be used for the sole

purpose of this research.

d) The type of sampling method used was the simple random sampling

method.

● Sample size: The sampling size of the research is 94

PAGE: 37
● Age range: The age for this research is 18 years and above, i.e., adults

only.

● Sampling procedure: The sampling was done through an online

platform; google forms where a questionnaire was prepared and sent for the

same purpose. With their consent, responses were recorded. The participants

were asked to answer honestly and were assured that their answers will

remain confidential and will be used for the sole purpose of this study.

● Variables:

a) Independent Variables: Age, appreciation of humor, and brand

loyalty.

b) Dependent Variables: Consumer buying behavior.

● Place: This study pertains to Bangalore only.

3.3 Data Collection:

It is the process of gathering, evaluating, and measuring information

obtained from different sources. The information is gathered on specific

variables and can be numeric or non-numeric. It helps to answer research

questions, but the hypotheses to test and weigh results.

3.3.1 Methods of data collection:

● Interviews

● Surveys/questionnaires

● Journals/records

● Documents

PAGE: 38
● Books

● Observations

3.3.2 Method of data collection:

● Questionnaire through google forms

PAGE: 39
CHAPTER FOUR :

DATA ANALYSIS AND INTERPRETATION

I. DEMOGRAPHICS:

All the participants of this survey belong to Bangalore, Karnataka, India.

The total number of participants was 94 people. They were categorized Chi-

Square into different age groups. All respondents are adults. The percentage

of people who answered this survey in comparison to the population of

Bangalore is 0.00109% of the population. The population of Bangalore

stands at 84.4 lakh people.

The following table shows the number of participants and the different age

groups they belong into:

PAGE: 40
 TABLE 1:

AGE GROUPS NUMBER OF PERCENTAGE PERCENTAGE OF

PARTICIPANT OF TOTAL PARTICIPANTS IN
S PARTICIPANTS COMPARISON TO
POPULATION OF
BANGALORE

18-30 63 67% 0.00074%

30-40 10 10.6% 0.00011%

40-50 9 9.6% 0.00010%

50 AND 12 12.8% 0.00014%

ABOVE

TOTAL 94 100% 0.00109%

PIE CHART REPRESENTATION:

II. ABOUT THE QUESTIONNAIRE:

PAGE: 41
The questionnaire as a whole consists of 10 questions out of which only

three questions were considered for the purpose of developing and testing

the hypotheses.

The remaining questions and their varied responses have been represented

below as graphs and tables for a better understanding.

1. Table and Pie chart showing the number of people who buy

only branded products:

TABLE 2:

ONLY DOES NOT ONLY BRAND

BUYS BUY LOYAL FOR
BRANDED BRANDED QUALITY
PRODUCTS PRODUCTS PRODUCTS

NUMBER OF 14 26 54
PARTICIPANTS

2. The following table and pie chart shows the number of

participants that will choose to buy from a new brand:

TABLE 3:

PAGE: 42
 WILL BUY WILL NOT BUY
FROM A FROM A NEW
NEW BRAND BRAND
NUMBER OF 79 15
PARTICIPANTS

3. The following table and bar graph shows how much the

participants appreciate humour using a Likert Scale, here 1

being least appreciated and 5 being really appreciated:

PAGE: 43
 TABLE 4:

1- BEING LEAST LIKELY AND 5- BEING MOST LIKELY

LIKERT SCALE 1 2 3 4 5

NO. OF PARTICIPANTS 0 1 7 13 73

4. The following bar graph shows how likely are participants to

buy a product because they liked the advertisement using

Likert Scale:

TABLE 5:

1- BEING LEAST LIKELY AND 5- BEING MOST LIKELY

PAGE: 44
 LIKERT SCALE 1 2 3 4 5

NO. OF PARTICIPANTS 8 15 32 24 15

5. The following bar graph shows how likely are participants to

buy a product because it had a funny advertisement:

TABLE 6:

1- BEING LEAST LIKELY AND 5- BEING MOST LIKELY

LIKERT SCALE 1 2 3 4 5

PAGE: 45
 NO. OF PARTICIPANTS 6 12 29 25 22

NOTE: Studying the responses of the participants for the above two graphs

(TABLES 5 & 6) it can be derived that a certain number of participants(15)

are highly likely to purchase a product because they liked the advertisement

in TABLE 5. In TABLE 6, 22 respondents are highly likely to buy a product

because of a humorous advertisement. It is clear that more people would

buy a product if the advertisement is funny. These numbers are even more

so than participants who would buy products because they liked an

advertisement. Thus we can conclude that people are more inclined to

buying a product whether they like the advertisement or not.

Testing of the Hypotheses

In this chapter, the three hypotheses are put to test using Chi-square

analysis and they are further interpreted.

Hypothesis 1:

PAGE: 46
Testing the association between age and consumer purchase decision based

on humorous advertisements.

● 1H0 – There is no significant association between age and consumer

purchase decision based on humorous advertisements

● 1H1 – There is a significant association between age and consumer

purchase decision based on humorous advertisements

● Out of the respondents between the ages 18 to 30, a majority (30.2%)

have given a consumer purchase decision score of 3, followed by 28.6%

giving a score of 4, followed by 23.8% giving a score of 5.

● Out of the respondents between the ages 18 to 30, 9.5% have given a

consumer purchase decision score of 2 and a minority (7.9%) have given a

consumer purchase decision score of 1.

● Out of the respondents between the ages 30 to 40, a majority (30%)

have given a consumer purchase decision score of 5, followed by the scores

2, 3, and 4 being given by 20% of the respondents each.

PAGE: 47
● Out of the respondents between the ages 30 to 40, a minority (10%)

have given a consumer purchase decision score of 1.

● Out of the respondents between the ages 40 to 50, a majority (77.8%)

have given a consumer purchase decision score of 3, followed by the scores

2 and 4 being given by 11.1% of the respondents each.

● None of the respondents between the ages 40 to 50 have given a

consumer purchase decision score of 1 and none of them have given a

consumer purchase decision score of 5.

● Out of the respondents above the age 50, a majority (33.3%) have

given a consumer purchase decision score of 4 and 5 each respectively,

followed by 25% giving a score of 2.

● None of the respondents above the age of 50 have given a consumer

purchase decision score of 1.

● The Pearson Chi-Square Value is 17.001 with a 2-sided Asymptotic

Significance Value (p-value) of 0.150. However, since 80% of the cells

have an expected count less than 5, the Fisher’s Exact Test values are used

instead.

● The Fisher’s Exact Test Value is 15.106 with a 2-sided Exact

Significance (p-value) of 0.146, which is more than the alpha value of 0.05.

Therefore, we accept the Null Hypothesis (1H0).

PAGE: 48
● The test proves that there is no significant association between age

and consumer purchase decisions based on humorous advertisements.

Hypothesis 2:

Testing the association between appreciation of humor and consumer

purchase decision based on humorous advertisements.

● 2H0 – There is no significant association between appreciation of

humor and consumer purchase decision based on humorous advertisements

● 2H1 – There is a significant association between appreciation of

humor and consumer purchase decision based on humorous advertisements

PAGE: 49
● The Pearson Chi-Square Value is 15.187 with a 2-sided Asymptotic

Significance Value (p-value) of 0.511. However, since 72% of the cells

have an expected count less than 5, the Fisher’s Exact Test values are used

instead.

● The Fisher’s Exact Test Value is 15.484 with a 2-sided Exact

Significance (p-value) of 0.447, which is more than the alpha value of 0.05.

Therefore, we accept the Null Hypothesis (2H0).

PAGE: 50
● The test proves that there is no significant association between

appreciation of humor and consumer purchase decision based on humorous

advertisements.

Hypothesis 3:

Testing the association between brand loyalty and consumer purchase

decision based on humorous advertisements.

● 3H0 – There is no significant association between brand loyalty and

consumer purchase decision based on humorous advertisements

● 3H1 – There is a significant association between brand loyalty and

consumer purchase decision based on humorous advertisements

PAGE: 51
● Out of the respondents who are not brand loyal, those who have given

a consumer purchase decision score of 3 and those who have given a

consumer purchase decision score of 5 are 40.7% each respectively.

● Out of the respondents who are brand loyal, those who have given a

consumer purchase decision score of 1 and those who have given a

consumer purchase decision score of 2 are 3.7% each respectively.

● Out of the respondents who are not brand loyal, 11.1% have given a

consumer purchase decision score of 4.

● Out of the respondents who are brand loyal, a majority (32.8%) have

given a consumer purchase decision score of 4, followed by 26.9% giving a

consumer purchase decision score of 3.

● Out of the respondents who are brand loyal, those who have given a

consumer purchase decision score of 2 and those who have given a

consumer purchase decision score of 5 are 16.4% each respectively.

● Out of the brand-loyal respondents, a minority (7.5%) have given a

consumer purchase decision score of 1.

PAGE: 52
● The Pearson Chi-Square Value is 12.344 with a 2-sided Asymptotic

Significance Value (p-value) of 0.013. However, since 30% of the cells

have an expected count less than 5, the Fisher’s Exact Test values are used

instead.

● The Fisher’s Exact Test Value is 11.829 with a 2-sided Exact

Significance (p-value) of 0.014, which is less than the alpha value of 0.05.

Therefore, we reject the Null Hypothesis (3H0) and accept the Alternate

Hypothesis (3H1).

● The test proves that there is a significant association between brand

loyalty and consumer purchase decision based on humorous advertisements.

● Since there is a significant relationship, a post-hoc test has to be

conducted to determine where the significant relationship exists among the

different groups.

● For the purpose of this test, Adjusted Residuals have been calculated

for each of the groups. Adjusted Residuals are z-scores. Any z-score above

1.96 and below -1.96 are statistically significant.

PAGE: 53
● Out of the respondents who are not brand loyal, those who selected

the consumer purchase decision scores of 4 and 5 are statistically significant

with z-scores of -2.1570 and 2.5201 respectively.

● The sum of both these z-scores is a positive figure. This means that

the respondents who are not brand loyal have higher chances of making a

purchase decision based on humorous advertisement.

● Out of the brand-loyal respondents, those who selected the consumer

purchase decision scores of 4 and 5 are statistically significant with z-scores

of 2.1570 and -2.5201 respectively.

● The sum of both these z-scores is a negative figure. This means that

the respondents who are brand loyal have higher chances of not making a

purchase decision based on humorous advertisement.

CHAPTER FIVE :

FINDINGS, CONCLUSIONS &

RECOMMENDATIONS.

Findings:

PAGE: 54
● It is found that there is no significant association between age and

consumer purchase decisions based on humorous advertisements.

● It is found that there is no significant association between appreciation

of humor and consumer purchase decisions based on humorous

advertisements.

● It is found that there is a significant association between brand loyalty

and consumer purchase decision based on humorous advertisements.

● It is found that the respondents who are not brand loyal have higher

chances of making a purchase decision based on humorous advertisement.

● It is found that the respondents who are brand loyal have higher

chances of not making a purchase decision based on humorous

advertisement.

● Through the other questions it is found that although a certain number

of respondents may choose to buy a product due to liking the advertisement,

more of respondents would buy a product in response to a funny

advertisement.

Conclusion:

Through this study, the understanding of consumer behavior and its various

aspects has been made imperative. The meaning of humor, types, and how it

influences buying behavior has also been thoroughly studied. This study

entails a comprehensive theoretical understanding of all the above-

mentioned topics along with the research methodology and analysis. Three

PAGE: 55
hypotheses were tested in this research; Testing the association between age

and consumer purchase decision based on humorous advertisements, testing

the association between appreciation of humor and consumer purchase

decision based on humorous advertisements, and testing the association

between brand loyalty and consumer purchase decision based on humorous

advertisements. The first hypothesis shows that the age of the person is not

important when it comes to being influenced by a humorous advertisement,

one can say that it varies from person to person everyone responds

differently to different stimuli. The second hypothesis shows that there is no

significance between being influenced by a humorous advertisement and

enjoying the humor in everyday life i.e., the purchase decisions made upon

independent thought. Finally, the third hypothesis shows that there is a

significant association between brand loyalty and consumer purchase

decision based on humorous advertisements, loyal customers are not likely

to buy a product because of a funny advertisement.

Recommendations for future research:

● Recommendations for Organisation:

This study recommends that organizations must focus on retaining their

loyal customers at any cost.

The organizations must work on increasing brand loyalty, ways to do that

can include providing customer loyalty points, coupons, and discounts.

PAGE: 56
● Recommendations for Marketing Agencies:

It is seen that customers irrespective of age enjoy humor in their regular life.

Customers are more likely to buy a product due to a funny advertisement

irrespective of liking the advertisement. One way to appeal to them is to add

a humorous element to their marketing activities. It will help captivate the

consumers and keep their attention. Doing so will result in a loyal customer

base in the long run.

CHAPTER 6 :

LIMITATIONS AND SCOPE OF FUTURE

RESEARCH

Constraints of the study:

PAGE: 57
● Due to the COVID-19 pandemic, the use of other tools to gather

information for the study was not possible.

● The population only consists of 94 people in the city of Bangalore

only due to financial restrictions.

● Due to the choices made in conducting the study, obtaining varied

responses from people who belong to different backgrounds was not

possible.

Scope of future research:

There is much scope for future research. The researcher can broaden their

research area. They should preferably study all of India as one of the main

gaps that exist in all the previous studies to the similar topic is that none of

the studies are conducted in India, this would be the first but due to limited

resources, the study was only conducted in Bangalore. Further, the

researcher can gather responses from participants for each type of humor to

know how that influences consumer behavior.

BIBLIOGRAPHY

● Hoang, A. T. (2013). Impact of humor in advertising on the consumer

purchase decision. Lappeenranta: Saimaa University of Applied Sciences.

PAGE: 58
● Sashi. K.K. and Emmanuel A.O. (2017): A study of humor

advertisement and its influence on consumer purchasing decision: Evidence

from Malaysia

● Zhang, Y. (1996). The effect of humor in advertising: An individual‐

difference perspective. Psychology & Marketing, 13(6), 531-545.

● Myllyoja, H., Bejo Čeh, N., & Said, Y. (2020). The effects of

humorous and irritating advertising on brand perception in the food

industry.

● Mudadi, M. (2018). The impact of celebrity endorsement

advertisement on brand awareness in Zimbabwe (Doctoral dissertation,

BUSE).

● Chan, F.F.Y. and Lowe, B. (2021), "Placing products in humorous

scenes: its impact on brand perceptions", European Journal of Marketing,

Vol. 55 No. 3, pp. 649-670.

● Eisend, M. (2011). How humor in advertising works: A meta-analytic

test of alternative models. Marketing Letters, 22(2), 115-132.

● De Pelsmacker, P., & Geuens, M. (2015). The Advertising

Effectiveness of Different Levels of Humor and Warmth and the

Moderating Role of Affect Intensity. In Proceedings of the 1998 Academy

of Marketing Science (AMS) Annual Conference (pp. 11-16). Springer,

Cham.

● Khattak, M. A., & Baig, M. (2016). Impact Of Humor In Advertising

Marketing, On Purchase Intent A Study, the response page state The

Effectiveness Of Humor When Introduced In Marketing Communication As

Advertisement. SGBED wishes to recognize the following sponsors, 801.

PAGE: 59
● Mehmood, H. A. M. I. D., & Masood, S. A. A. D. (2016). Impact of

humor in advertising on consumer purchase intention: A Study on Ufone

network from telecommunication sector in Pakistan. International Review

of Management and Business Research, 5(3), 1232-1240.

● Kamran, Q., & Siddiqui, D. A. (2019). The Impact of Emotional

Advertising on Consumer Buying Behavior for Home Appliance Products in

Pakistan. Kamran, Q. and Siddiqui, DA (2019). The Impact of Emotional

Advertising on Consumer Buying Behavior for Home Appliance Products in

Pakistan. Business and Management Horizons, 7(1), 23-48.

● Palikhe, A. (2019). Impact of Humor Advertising on Brand Purchase

Strategy. Journal of Nepalese Business Studies, 12(1), 60-70.

APPENDIX

● Questionnaire:

The link along with the screenshots of the questionnaire has been

attached below.

PAGE: 60
https://docs.google.com/forms/d/e/

1FAIpQLScWHKjr8PijmyP1oM6csgxcEJ8q01y8r5EaXgDOowX

0p12dEg/viewform?usp=sf_link

PAGE: 61
PAGE: 62
PAGE: 63
PAGE: 64
● Data Analysis Sheet:

https://docs.google.com/spreadsheets/d/

1EndmIPFrG9OWWvCvml7CZn_n-MH0onSaiTpJ3b5rzQw/

edit?usp=sharing

PAGE: 65