Project Work Report Final

nce of advertisement on Buying Behavior of soft drink i
I would like to take this opportunity to thank Pokhara University and Ace institute of
management for providing us with this Educational module named ‘Project work’. And also
our respected subject teacher Mrs. Sharmila Maharjan ma’am for supervising me throughout
the completion of my project “Influence of advertisement in buying behavior of soft drinks”
from which learnt and developed my personal skills. I chose this moment to acknowledge her
contribution gratefully.
I would also like to thank all the participants and the respondents, who have contributed their
time and effort in the completion of this report. This report would not have been a successful
one without their cooperation. I would also like to thank my friends and family for their
constant support. I perceive this opportunity as a big milestone in my career development. I
will strive to use gained skills and knowledge in the best possible way.
nce of advertisement on Buying Behavior of soft drink ii
Executive Summary
This business research report is prepared as per the partial fulfillment of the Bachelor in
Business Administration (BBA) under Pokhara University (PU). The topic of the research is
“Influence of advertisement on buying behavior of soft drinks ”. The data collected for this
research is primary which is collected from online questionnaire. Simple random sampling
method has been used to select the sample size. The questionnaire, were distributed to the
people of all age group and of all sectors. The secondary data were collected through books,
internet, journals and business magazines. The study was very precisely done so it covers
about 3 months of time. The data was analyzed and correlation test was run through SPSS
and Ms excel. .
The intention of this research is to examine how brand image, Ad persuasiveness, Ad recall
and advertisement effectiveness diverts or alter the customer attitude, purchase intention and
brand preference of soft drinks. The study explores that a creative and well-executed
advertisement has always a great impact on the buying trends or purchasing behaviors of the
consumers.
The drawn conclusions showed that along with other factors affecting human behavior,
advertising is a very useful tool to influence consumer behavior, on a large scale. There is
positive significant relationship among all the variables. However, consumers age,
occupation, qualification has no significant relationship with their buying behaviors. In
addition, there are very few price and quality sensitive customers in the market. Future
researcher must focus to the national characters to get actual results.
nce of advertisement on Buying Behavior of soft drink iii
Table of Figures
Figure 1: Pie chart presenting age of respondents……………………………………………9
Figure 2: Pie chart showing gender of respondents………………………………………….10
Figure 3: Pie chart representing educational status of the respondents………………………10
Figure 4: Pie chart presenting professional status of respondents……………………………11
Figure 5: Pie chart presenting consumption…………………………………………………11
Figure 6: Pie chart presenting how often soft drinks is consumed…………………………...12
Figure 7: Pie chart presenting preferred soft drink brands…………………………………...12
Figure 8: graph presenting factors which attracts the consumers……………………………13
Figure 9 : Pie chart presenting by hom much advertisement influences consumers………....14
Figure 10: Pie chart presenting brand which has good advertisement……………………….14
Figure 11: Pie chart presenting the best sources of advertisement…………………………..15
Figure 12: Graph representing ranking for different factors that make advertisement
attractive……………………………………………………………………………………...16
Figure 13 : graph representing the reasons for switching the brand…………………………17
Figure 14.: pie chart showing the most effective mode of advertisement for soft drinks…...18
nce of advertisement on Buying Behavior of soft drink iv
Table Of Content
CHAPTER 1...............................................................................................................................1
INTRODUCTION......................................................................................................................1
1.1 Background of Study........................................................................................................1
1.2 Objective of the Study......................................................................................................1
1.3 Need and scope of the Study............................................................................................2
1.4 Hypotheses of present research:.......................................................................................2
1.5 Variables of the Research.................................................................................................3
CHAPTER 2...............................................................................................................................4
LITERATURE REVIEW...........................................................................................................4
2.1 Review of Literature.........................................................................................................4
2.2 Conceptual Framework....................................................................................................6
CHAPTER 3...............................................................................................................................7
RESEARCH METHODOLOGY...............................................................................................7
3.1 Research Design...............................................................................................................7
3.2 Research Population.........................................................................................................7
3.3 Data Collection Tools.......................................................................................................7
3.4 Data Analysis and Interpretation......................................................................................8
3.5 Ethical Consideration.......................................................................................................8
CHAPTER 4...............................................................................................................................9
DATA ANALYSIS....................................................................................................................9
4.1 Introduction......................................................................................................................9
4.2 Data Analysis and Interpretation......................................................................................9
4.3 Findings and Discussion.................................................................................................19
CHAPTER 5.............................................................................................................................21
SUMMARY AND CONCLUSIONS......................................................................................21
5.1 Summary and findings....................................................................................................21
5 .2Conclusion22
5.3 Limitations and recommendation for future research....................................................22
ANNEX....................................................................................................................................24
nce of advertisement on Buying Behavior of soft drink v
Influence of advertisement on Buying Behavior of soft drink 1
CHAPTER 1
INTRODUCTION
1.1 Background of Study
Like in other countries soft drink companies in Nepal are pouring millions of rupees in
Advertisement for which they believe that it can reap massive profits. Since, huge amount of
money is devoted in advertising, understanding its impact is vital for organizations.
Advertisement is an effective tool to communicate specific message to the targeted audience.
Advertisement is not only a tool for marketing but it is a business, a creative process and a
social phenomenon. All businesses, non-government organizations and service institutions
advertise to outstand themselves in the market .Advertisement is visible to the customers and
is equally important for the organization as well as for the customers. Advertisements create
brand awareness in a new segment and educate the customers by providing them various
information regarding their products, their brands and about their organization.
Consumer behavior refers to the buying behavior, (or purchasing behavior) of the customers.
Consumer behavior involves decisions regarding purchase and consumption of goods or
services. Clear information on a specific consumer buying behavior helps to create new
market opportunities, target market selection, product positioning. This study will focus on
what aspects of networking make the customer’s willingness to seek out new
distribution channels, the effectiveness of marketing communications, and most
importantly the impact on consumers buying intentions and patterns of choosing the brand
with special reference to soft drinks
1.2 Objective of the Study
This particular research mainly focuses on the impact of advertisement on the consumer
buying behavior. The major objectives of conducting this research is to examining and
understanding the influences of information and comprehension of the advertisement in
deciding consumer brand preference. To Study critically the perception of quality, brand
awareness, and evaluate the extent towards which consumers are influenced by soft drink
advertisement in Nepal. Finally, to explore the impact of Design , or celebrity endorsement

in the advertisement on consumer brand preference and brand loyalty. This study will help to
analyze the various media options available for the advertisement and which media are the
most effective and influential ones. This research will even help the soft drink companies to
understand the effectiveness of their advertisements so far and what new changes they should
bring in order to outshine n the market and sell their product more fittingly.
1.3 Need and scope of the Study
Nearly everyone in the modern era is influenced to some degree by advertisement programs.
Advertising is highly visible to the customers. It persuades customers to target the brand and
buy the product. Advertisement creates brand awareness and educate the customers regarding
various information regarding the product, organization etc .Advertisement is important in
the survival of any business so it should be placed in the mind of consumer in the right place,
right time and in the right way. For this the advertiser needs to put in a lot of effort in
planning and executing an exciting advertisement. In this era of industrialization the digital
advertising is on the bloom which is the common interest for the advertisers as well as the
consumers. Nowadays people perceive the product through its advertisement. A good
advertisement is a good marketing stratergy and vice versa. So understanding the
advertisement is crucial while selling or buying the product as it can make or break the game.
People today of all age group are very much involved in drinking soft drinks so the soft
drinks companies adopt various new ideas in advertising their products which interest people.
Through the research advertisers can know what interests the consumers and what type of
strategies should they opt for.
Purpose
This research is conducted to fulfill requirement of course completion of the course Project
Work.
1.4 Hypotheses of present research:

1. Null Hypothesis (H0): Attractive ads do not have a significant influence on

consumers purchasing decision.
Alternative Hypothesis (H1): Attractive Ads have a significant influence on

consumer purchasing decision.
2. Null Hypothesis (H0): There is no relationship between the perceived value of

product and consumer purchasing decision.
Alternative Hypothesis (H1): There is relationship between the perceived value of

product and consumer purchasing decision.
3. Null Hypothesis (H0): Source of Advertising Media does not influence Consumer
purchasing decision.
Alternative Hypothesis (H1): Source of Advertising Media influences consumer

4. Null Hypothesis (H0): There is no relationship between Brand loyalty and consumer
Alternative Hypothesis (H1): There is relationship between brand loyalty and

consumer purchasing decision.
Research question
RQ1: How does advertisement create awareness in consumers?
RQ2: Do advertisement build perception in the mind of consumers?
RQ3: Does the consumer awareness and perception affect their buying behavior?
1.5 Variables of the Research
In the research the dependent variable was Consumer buying Behavior and the independent
variables which affect the dependent variable was Source of Adv Media, Brand loyalty,
Advertisement attractiveness, Perceived Value.
CHAPTER 2
LITERATURE REVIEW
2.1 Review of Literature
Article1
(Ramesh Babu Kakumanu, Vignana Bharathi Institute of Technology, 2015 ) states that soft
drink advertisement are more possessive about their customers and use various innovative
concepts to reach out to them. The growth of soft drinks has enormously stood out in the
Indian market but the consumption rate is still low compared to other parts of the world. Soft
drinks have emerged as crucial part of meal take in the modern era and have greater impact
on youth drinks. Youth have been mulling out beverages during parties and functions
extensively .Especially during summers the TV channels is busy airing soft drink campaigns
and advertisement. They try to target young group with youthful ad and celebrity pulled 360
degree campaigns.
The researcher has used structured questionnaire for data collection and the samples are
drawn from the soft drinks consumers in Telangana state through simple randomized
sampling technique among the sample size 573. From the study it was well observed that
brands are using beautiful jingles in their campaigns.
It resulted that today’s youth prefers brand ambassadors of their choices in the advertisement.
Young and middle aged customers prefer adventurous advertisement whereas aged customers
prefer sentimental advertisement. It was also recorded that women prefer melodious jingles in
advertisement in comparison to men. The researcher has revealed in his research that age is
found as a significant factor in choosing favourite brand advertisement and it is strongly
proved that age can help in predicting the soft drink product preferences. demographic factors
are strong determinant of liking the advertisement The study also has revealed that the
relationship intensity is strong in case of age to factors and moderate in case of gender to
factors and moderately strong in case of educational profiles.
Article 2
The study entitled “Impact of Celebrity Endorsers towards the Buying Behaviour of Soft
Drinks among the Consumers: A Study with Special Reference to Chennai City – L.
Venkatasubramanian – Dr. G.Vijaya Kumar(2015) ” states that celebrity endorsement has
always been in the debate that whether it actually helps in the brand building process or it is
just a lazy tool to make the brand visible to the consumers. The major challenge for the
present scenario is to create a very different strategy by using the correct marketing mix. So,
in this modern era it is very difficult to sell a product without a celebrity endorsing it. Both
the brand ambassador and the companies credibility helps in the selling of the project but
sometime the over popularity of the ambassador can create a challenge. Ambassadors
involving in multiple brands can create confusion for consumers.
The data for this study was collected by both primary and secondary sources. The total of
sample size is of 200 consumers of soft drinks. The data taken for study is a convenient
sample representing the youth of soft drinks consumers, so that a proper conclusion can be
reached. According to the findings it was reported that 63.5% of the respondents believed that
brand ambassadors are very significant in the advertisement of soft drinks.
It can be concluded that celebrity endorsement makes the advertisement effective and can
trigger the instant recall in consumer. Also up till when a celebrity is associated with a
product we can see that the consumer is also loyal to the product. Advertising in a proper
manner can provide the enormous momentum the brand requires. Finally, it can be concluded
that advertisement can create Brand awareness, brand image and brand recall among the
consumers.
Article 3
(GourangaPatra, ChinmayaKumar Dash,2017) have stated that in the present era the market
has become wider and as a result there are huge numbers of offerings and offer makers. In
this context the sellers find a way or different media routes to reach the customers faster than
the competitors. The study is done to find out the way in which television advertisement is
changing the mindset of consumers. Television advertisement helps to demonstrate benefits
of ownership. It appeals to the literate as well as illiterate which make it different from other
mediums. The majority of teenagers find this advertisement informative and respond to them
favourably. Data have been collected from the students of three universities, situated at
Barasat city in Kolkata.
The information has been collected by the category from. High level stands 5,
mediumlevelstands-2 and low level stands. Total 400 data have collected. Total 210 samples
have been considered for final analysis. The study resulted that the teenagers who spent more
time on television advertisement generates more awareness.lso that the awareness and market
exposure among teenagers is strongly associated.Televison advertisement make a stand to
develop a strong persuasion and bargaining power among consumers. Also packaging is
another important factor appeals a good direction for the marketer to get desired response.
This medium of advertisement generated interest and more involvement due to which
consumer tries to find out more.
The Brand gets more exposure from advertisement be it on television, social media etc .It
can be concluded that digital advertisement and promotion has a impact on young consumers.
More facilitating instruments should be use for the marketers to get more success, in term of
business prospective, consumer retention perspective and return perspective and finally to
develop the competitive advantage in the market.
2.2 Conceptual Framework
Demographic Factor
Source of Ad Media
Brand Loyalty Advertisement Consumer Buying

effectiveness Behavior (Soft
drinks)
Ad attractiveness
Perceived Value
CHAPTER 3
RESEARCH METHODOLOGY
3.1 Research Design
The study was to find the effect of advertising on consumer buying behavior of all age group
people with a special case of consumers of soft drinks in and around the Kathmandu valley.
Due to the time constraints and inability to survey the whole population, a simple random
sample technique was adopted to collect the primary data and a sample of 100 respondents
were used. This research study was a descriptive study using the primary data collection
through a structured and undisguised questionnaire. The questionnaire mostly consisted of
closed ended questions with some open ended questions to obtain a better response.
3.2 Research Population
Population refers to a group who have common characteristics. The population of this
research was people from various age groups. Majority of them belonging to the age group
20-30 years.
3.3 Data Collection Tools
Data was collected using questionnaire survey. A set of 17 questions were prepared to
understand the influence of advertisement on consumers .The respondents were asked to fill
the questionnaire. The questionnaire consisted of single response questions, ranking scale
questions, multiple response questions and one open ended question. All the data was
collected in online setting. Simple statistical tool and Google forms were used to analyze the
collected data.
3.4 Data Analysis and Interpretation

The data analysis had the objective of achieving validity and reliability. So, the data was
analyzed quantitatively. The collected information was gathered and processed and then
presented and analyzed using quantitative methodology. The purpose of the analysis and
interpretation of data was to see that if influence of good Advertisement can provide an
extensive impulse to the soft drink brand.
3.5 Ethical Consideration
This research followed all the ethics statements during the collection of data. The right to
privacy of the respondents was maintained and the data collected is not manipulated in
anyway. The data is actual, accurate and presented truly. The credits for work done by others
are given by citing them.
CHAPTER 4
DATA ANALYSIS
4.1 Introduction
This chapter incorporates data presentation and analysis. The data and information collected
from the consumers have been presented, analyzed and interpreted in this chapter for
attaining the stated objectives of the study. This chapter typically presents the consumer level
survey. After analysis and interpretation, the major findings of the study are included at the
end of this chapter.
The data is collected from 100 respondents. The attempt was to collect the data from a
diverse group of individuals to get more valid and different opinions.The collected data is
analyzed using SPSS and MS Excel and is presented and analyzed using tools like pie charts,
Bar graphs etc.
4.2 Data Analysis and Interpretation
The questionnaire were tabulated, analyzed, interpreted and presented as follows:
Q.NO: 1 Age of the respondents
AGE
Figure 1: Pie chart presenting age of respondents

As shown in the figure , among the sample selected for the study, 24% of consumer
of cold drinks lie in below of 20 years age group,73% of consumer lie in between 20-40
years age group, and 3% are from the age group between 30-40 years. From this table it can
be inferred that users of cold drinks can be found across the different age group.
Q.NO: 2 Gender of the respondents
GENDER
Figure 2: Pie chart showing gender of respondents
Based on survey carried out, 55% of the respondents were male, 45% of the respondents were
female .Therefore, highest no. of respondents was male.
Q.NO: 3 Education
Here, the piechart represents the educational status of the respondents .
EDUCATION
Figure 3: Pie chart representing educational status of the respondents
Q.NO: 4 Occupation
OCCUPATION
Figure 4: Pie chart presenting professional status of respondents.
Out of 100 respondents surveyed, 13% of the respondents were businessmen while 68%of
the respondents were students and the remaining were housewives or had other jobs. So, from
the figure it can be conclude that the highest number of respondents were students.
Q.NO: 5. Consumption of Soft Drinks.
Figure 5: Pie chart presenting consumption.
From the figure we can conclude that majority of the respondents consume softdrinks
whereas only 6% of them do not intake soft drinks.
Q.NO: 6 How often do you consume soft drinks?
Figure 6: Pie chart presenting how often soft drinks is consumed.
As presented in the figure , 59% people prefer having soft drinks occasionally , 36%
of the respondents drink it often and 2% prefer having it everyday whereas the others do not
consume it.
Q.NO: 7.When you think of soft drinks, which in particular comes to your mind?
Figure 7: Pie chart presenting preferred soft drink brands.
As shown in the table and figure, highest number of respondents respondents (70%) choose
the coke closely followed by sprite (20%). 3% respondents selected pepsi . and some people
chose different brands like fanta, dew, mazza etc. However, the least no of respondents
choose the other brand, which represents only 7%.So, it can be conclude that coke and sprite
are the most preferred brand by the consumers.
Q.NO.8. What attracts you to buy a soft drink?
Figure 8: graph presenting factors which attracts the consumers.
Based on the above figure, majority of people consume soft drink brand because of its
taste i.e. 4689% closely followed by quality(28%) and brand names(24%) . However, tonly
14% consume soft drinks because of advertisement. Some people had their own reasons for
consumption.. Consumer consumes soft drinks because of its quality.so it can be concluded
that consumer gives more priority to the product taste and flavor before they consume it.
Q.NO: 9. How much does Advertisement influence your choice on the soft drink product?
Figure 9 : Pie chart presenting by hom much advertisement influences consumers.
As shown in the figure 56% of the respondents believe that advertisement influences the
choice of soft drink by a little. However 21% of them feel that advertisement has no role in
influencing their choice of soft drink.
Q.NO: 10. Which soft drink brand do you think has a good advertisement?
Figure 10: Pie chart presenting brand which has good advertisement.
From the figure we can conclude that majority of the respondents i.e 68% feel that coke has
the best advertisement followed by Pepsi (19%) and then sprite (11%).
Q.NO:11. Which source of advertisement influences your decision the most?
Figure 11: Pie chart presenting the best sources of advertisement
The above figure represents the form of advertisement. From this, it can be conclude that
television is the best form of advertisement. Highest level of respondents I.e. 44 % believes
television advertisement is the best form of advertisement. Also 44% people believe that
social media is also an important fmedium for advertisement. for soft drinks. Therefore, from
this it can be say that in this 21 st century in which social media and internet made the whole
world a barrier less single marketplace.People in Nepal also believe the same.
Q.NO: 12. factors which you think makes an advertisement attractive.

Figure 12: Graph representing ranking for different factors that make advertisement
attractive.
In the above figure 1 is the most important and 5 is the least important . so, we can conclude
that celebrity endorsement, unique selling proposition , powerful headline, exciting graphics,
design, Familiarity are very crucial components which are necessary for the
advertisement.These together help to make a good advertisement.
Q.NO: 13. Do you change brand? If you do, what are the reasons?
Figure 13 : graph representing the reasons for switching the brand
From the above figure we can conclude that majority of consumer (52%) change their brand
in order to try something new followed by non- availability of their brand( 47%).
Q.NO: 14. In this competitive market, any product cannot survive without advertisement.
As shown in the figure 45% of the respondents strongly believe that any product cannot
survive without advertisement in the market.
Q.NO: 15. Advertisement build perception in the mind of consumers.
As shown in the figure 40% of the respondents agree that advertisement builds a perception
about the product in the mind of consumers. And eventually helps them to make a choice
among various alternatives.
Q.NO: 16. Which form of advertisement do you think is more effective for soft drinks?
Figure 14.: pie chart showing the most effective mode of advertisement for soft drinks.
As shown in the figure 46% believe that television advertisement is good for soft drinks
whereas 46% believed that social media advertisement is more effective. Other people had
different opinions aboit it.
Q.NO: 17. Suggestions for Soft Drinks Companies to make their Advertising more
effective .
Among 100 respondents some gave few suggestions on how soft drinks companies can
improve their advertisements and reach out to a wider scale of audience.
People suggested that the companies should focus on the quality of the drinks and should be
concerned more abourt the consumers health. So they should come out with some
advertisements which can showcase that the product is not harmful for their well being.
Today people are becoming more aware about the surrounding and their planet. So, it is
suggested that the softdrinks companies can promote their product by going plastic free.The
companies can also collaborate with local distributors which will be beneficial to reach out
more people. Companies should use familiar faces or even influencers who are ruling the
digital world today. This will help to attract the young ones and the target audience.
Therefore the companies should not focus on making their advertisement cool but should
make simple yet relevant advertisements.
4.3 Findings and Discussion
After analyzing, the data collected from 100 respondents out of which 55 were male and the
remaining 45 were female respondents. Majority of the total respondents were in the age
group of 20-30 years. Some major findings may be summed up as advertisement is a very
vital component when it comes to selling your product . It is revealed many people consume
soft drink (94%) and the most preferred brand is Coca Cola competitively followed by the
Sprite.. Majority of the respondents consumes their respective brands because of its taste and
flavor as it is clear from the analysis of table 2.1.4. People’s attitude towards soft drinks is
very positive This might be the reason that is why the soft drink market has been doing good
for years. . Moreover, it is found that there is no significant relationship between the
consumer’s choice of brand and quality of the product because the research showed that there
are only few price sensitive consumers .There is an impact of advertisements on the
consumers regarding the choice of their particular brand, i.e. there is a significant relationship
between advertisements and the choice of the brand. The most liked forms of advertisements
is television (44% ) followed by the social media (42%). and hoardings (7% and Newspapers
(3%)) has the low rating as compared to other forms of advertisements.
From this, it should be inferred that although consumers buy cold drink, when the
need arises, advertisements have played a very strong role in the choice of cold drink brand.
Consumers are found to often try other brands as 52% respondents change their brand to find
new taste. While 47% respondents change their brand when they are most preferred brand is
not available. Another 21% of respondents change their brand due to quality and only less
no. respondents are found to change their brand due to advertisement. Thus it concludes that
a large number of respondents change their brand to find the new taste.
People strongly believe that advertisement builds a perception about the product in the
mind of the consumer and in this competitive eera any product cannot survive without
advertisement.
CHAPTER 5
SUMMARY AND CONCLUSIONS
5.1 Summary and findings
This study aims to highlight the influence of advertisement on the buying beahviour of soft
drinks. A research on this topic has helped the companies to know how well advertisement
influences the consumers in buying their product. It also provides various data referring to
the topic which can help the companies to bring chances their ways of promoting their
product.
Research design des in this research was descriptive research design and the sample of 100
respondents was taken. The data was generated by the primary sources with the help of
questionnaire. The statistical tools were used to know the frequency, mean and standard
value of the given sample. Data was organized properly and For easy understanding of the
data different diagrams and charts were use. the data was converted into tabular and
graphical form with the help of SPSS, Google forms and Ms Excel.
The data has clearly indicated that advertisement influences the buying behavior of
soft drinks. Thus, from this it can be clearly understand that the companies should not only
focus on good taste but should find new and different ways to promote their product so that
it can capture the major part of the market . In today’s scenario, customers are the king of
the market because customers have various choices around them. If one brand will not
fulfill their requirements the other will so it is very easy for them to switch. If you are not
capable of providing them the desired product with the best taste, flavor, with reasonable
price and best quality, they will definitely switch over to another brand. Therefore, to
survive in this competitive market it is essential for one to place the product in the mind of
the consumer and this is possible with the help of advertisement.
5 .2 Conclusion
This research provides useful insights regarding the relationship between the advertisement
and purchase decision of consumer in Kathmandu for soft drinks. A part from these it also
shows a relationship between the independent variables namely source of media,
attractiveness, loyalty, perceived value along with moderating variables namely occupation,
Age ,Eductaion with the buying behavior of soft drinks.
 It can be concluded that out of 4 people 3 people consume soft drinks .

 The young age group mostly people aged between 20- 30 consume soft drinks the
most.
 People consume soft drinks more often occasionally than regularly.
 Advertisement are the important factor that builds a perception about a product in the
mind of consumers so that consumers believes in investing in it.
 The research shows that the respondents look at the quality and taste of the soft drinks
compared to other factors like advertisements.
 Respondents believe that in an advertisement exciting graphics, Unique selling
proportion ,Design are more important factors than celebrity endorsement and
healdlines.
 Coco cola advertisement are considered to have the most unique and praise worthy
advertisements among all other brands.
 In a long run with a competitive market which is constantly changing a product
cannot survive without a good advertisement and promotion.
 Social Media and television are two great mediums through which a soft drink brand
can be promoted by advertisements.
 Surprisingly in this digital era respondents do not consider newspapers and
magazines a good source for brand advertisements.
 Majority of people opt for a new brand in order to try something new and due to the
non availability of their existing favourite brand.
 Advertisement can create brand awareness, brand recall, and brand image among the
consumers.
 Brand awareness and consumer perception influences the buying behaviour of the
consumer.
 We understood the importance of knowing the perspective of consumers to further

improve and maintain the brand.
 We understood that how advertisement and other factors influence a brand to become
strong and capture the market.
5 .3 Limitations and recommendation for future research
This study has a numbers of limitations that should be noted. Firstly, the sample size was
very small and there was limited time available for the study.
The second limitation of the study was that since this study is strictly limited to the
Kathmandu valley, so the results drawn from this study might not apply to the national
characters. Therefore, future studies should attempt to replicate the results in different
geographical locations, different cultures and consumers with different socioeconomic status.
The third limitation is that most of the respondents were students of age group 15-30
years. So, it indicates that if the questionnaires were distributed mostly to the old age group
people, there might be some fluctuations in the results. There might also be personal biases
from the respondents while answering the questions..
Future Direction of Research
Consumer’s buying behavior now moving from traditional advertisement to the latest
technology like digital and social media advertising by adding the new variable like
“information rates” that generally created by the environmental response. Because it will
explore the adoption process of the consumers. It will clearly give the idea about the
psychological behavior of the consumers to show: who are “Early adopters”, who are “early
majority’, who are “late majority” and finally who are the “laggards”. It will indicate how
products disseminate in the market. The digital market changes every second so it important
to understand the process thoroughly.
The future researcher should carry out research in other parts of the country for an in-
depth and more reliable study.
The study was directed in a restricted time, so more data might have been gathered
with augmentation of time.
References
Aaker, A. D., Batra, R., & Myers, G.J. (1996). Advertising management (5th ed.): New
Jersey: Prentice Hall.
Kotler, Philip. Armstrong, Gray(2009). Principle of Marketing: 8th edition, prentice hall of
India pvt. Ltd. New Delhi- India.
Joshi P.R.Research methodology, 2nd edition: Buddha Academic Enterprises Pvt. Ltd.
Kathmandu.
KoiralaDr.K.D. Marketing decision: M.K. publisher and distributors, Kathmandu.
Impact of advertising appeals on purchase intention: net publications, Kathmandu
Vol. 1, Page No.12 of 13, Pakistan Journal of Business & Management (PJBM)
Howard, J.A. 1989.Consumer behavior in marketing strategy: Prentice-Hall international,
United Kingdom.
Rai, N. (2013). Impact of advertising on consumer Behavior and attitude with reference to
consumer durables: International Journal of management research and business strategy
ISSN 2319-3451 vol. 2.
(2007) . ‘Coca-Cola’ in great shape: Wood grange Technologies Ltd.
ANNEX
Influence of advertisement on buying behaviour of soft

drinks
My name is Garima Hissaria. I am an undergraduate Student from Ace institute of

Management. I am conducting a research to fulfil the requirement of my research project for
the completion of my BBA.I will be highly obliged if you could answer some questions for
me.
1) AGE
 Below 20
 20-30
 30-40
 40 and more
2) Gender
 Female
 Male
 Other
3) Education
 SLC and below
 Intermediate
 Bachelors
 Masters
4) Occupation
 Student
 Businessman
 Housewife
 Other
5) Do you consume soft drinks?

 Yes
 No
6) How often do you consume soft drinks?

 Everyday
 Often
 Occasionally
 Never
7) When you think of soft drinks, Which in particular comes to your mind?
 Coke
 Sprite
 Pepsi
 Other ________
8) What attracts you to buy a soft drinks?

(You can choose more than one option)
 Taste
 Pacakaging
 Quality
 Advertisement
 Brand Names
 Other_________
9) How much does Advertisement influence your choice on the soft drinks product?
 A lot
 Little
 Not at all
10) Which soft drink brand do you think has a good advertisement?
 Coke
 Pepsi
 Sprite
 Other
11) Which source of advertisement influences your decision the most?

 Newspaper/magazines
 Social Media
 Television
 Hoardings/Banner
 Other___________
12) Rank the factors which you think makes an advertisement attractive.
Strongly Agree Neutral Disagree Strongly

Agree disagree
Celebrity
endorsement
USP
Powerful
Headlines
Design
Exciting
Graphics
Design
Familiarity
13) Do you Change brand? If you do, what are the reasons?
 Non – availability of your existing brand
 In order to try something new
 Due to Quality/Price
 Other _________
14) In this market any product cannot survive advertisement.

(tick in the box)

Agree disagree
15) Advertisement Builds perception in the mind of consumers.

Agree disagree
16) Which form of advertisement do you think is more effective for soft drinks?
 Newspaper/Magazine
 Social Media Advertisement
 Television
 Radio
 Other____________
17) Any suggestions for soft drinks Companies to make their Advertising more effective.
__________________________________________________________________

Project Work Report Final

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Project Work Report Final

Uploaded by

Copyright:

Available Formats

nce of advertisement on Buying Behavior of soft drink i

Figure 1: Pie chart presenting age of respondents……………………………………………9

Figure 2: Pie chart showing gender of respondents………………………………………….10

Figure 3: Pie chart representing educational status of the respondents………………………10

Figure 4: Pie chart presenting professional status of respondents……………………………11

Figure 5: Pie chart presenting consumption…………………………………………………11

Figure 6: Pie chart presenting how often soft drinks is consumed…………………………...12

Figure 7: Pie chart presenting preferred soft drink brands…………………………………...12

Figure 8: graph presenting factors which attracts the consumers……………………………13

Figure 9 : Pie chart presenting by hom much advertisement influences consumers………....14

Figure 11: Pie chart presenting the best sources of advertisement…………………………..15

Figure 13 : graph representing the reasons for switching the brand…………………………17

1.1 Background of Study

1.2 Objective of the Study

advertisement in Nepal. Finally, to explore the impact of Design , or celebrity endorsement

1.3 Need and scope of the Study

1.4 Hypotheses of present research:

1. Null Hypothesis (H0): Attractive ads do not have a significant influence on

Alternative Hypothesis (H1): Attractive Ads have a significant influence on

2. Null Hypothesis (H0): There is no relationship between the perceived value of

Alternative Hypothesis (H1): There is relationship between the perceived value of

Alternative Hypothesis (H1): Source of Advertising Media influences consumer

Alternative Hypothesis (H1): There is relationship between brand loyalty and

RQ1: How does advertisement create awareness in consumers?

RQ2: Do advertisement build perception in the mind of consumers?

1.5 Variables of the Research

2.1 Review of Literature

2.2 Conceptual Framework

Brand Loyalty Advertisement Consumer Buying

3.1 Research Design

3.2 Research Population

3.3 Data Collection Tools

3.4 Data Analysis and Interpretation

3.5 Ethical Consideration

4.2 Data Analysis and Interpretation

The questionnaire were tabulated, analyzed, interpreted and presented as follows:

Q.NO: 1 Age of the respondents

Figure 1: Pie chart presenting age of respondents

Q.NO: 2 Gender of the respondents

Figure 2: Pie chart showing gender of respondents

Here, the piechart represents the educational status of the respondents .

Figure 3: Pie chart representing educational status of the respondents

Figure 4: Pie chart presenting professional status of respondents.

Q.NO: 5. Consumption of Soft Drinks.

Figure 5: Pie chart presenting consumption.

Q.NO: 6 How often do you consume soft drinks?

Figure 6: Pie chart presenting how often soft drinks is consumed.

Figure 7: Pie chart presenting preferred soft drink brands.

Q.NO.8. What attracts you to buy a soft drink?

Figure 8: graph presenting factors which attracts the consumers.

Figure 9 : Pie chart presenting by hom much advertisement influences consumers.

Q.NO:11. Which source of advertisement influences your decision the most?

Figure 11: Pie chart presenting the best sources of advertisement

Q.NO: 12. factors which you think makes an advertisement attractive.

Figure 13 : graph representing the reasons for switching the brand

Q.NO: 15. Advertisement build perception in the mind of consumers.

4.3 Findings and Discussion

SUMMARY AND CONCLUSIONS

5.1 Summary and findings

 It can be concluded that out of 4 people 3 people consume soft drinks .

 We understood the importance of knowing the perspective of consumers to further

5 .3 Limitations and recommendation for future research

Future Direction of Research