A STUDY ON THE IMPACT OF ADVERTISEMENT

ON CONSUMER BEHAVIOUR

CAPSTONE PROJECT REPORT

SUBMITTED BY
PAVITHRAN S
(22MBA10005)

in partial fulfilment for the award of the degree of

MASTER IN BUSINESS ADMINISTRATION

VIT BHOPAL UNIVERSITY

Kotri Kalan, Ashta, Near, Indore Road, Bhopal,

Madhya Pradesh 466114

MAY 2024
 DECLARATION

I hereby declare that the thesis entitled “A STUDY ON THE IMPACT OF

ADVERTISEMENT ON CONSUMER BEHAVIOUR " submitted by me, for the
award of the degree of MASTER IN BUSINESS ADMINISTRATION to VIT is a
record of bonafide work carried out by me under the supervision of Dr. PRASAD
BEGDE. I further declare that the work reported in this thesis has not been submitted
and will not be submitted, either in part or in full, for the award of any other degree or
diploma in this institute or any other institute or university.

Place:

Date:

Signature of the Candidate

i|Page
 CERTIFICATE

Certified that this Capstone project report of title A STUDY ON THE

IMPACT OF ADVERTISEMENT ON CONSUMER BEHAVIOUR
is the bonafide work of PAVITHRAN S (22MBA10005), who carried
out the project work under my supervision.

Signature of the Guide

Internal Examiner External Examiner

ii | P a g e
 ACKNOWLEDGEMENT

We wish to express our sincere thanks to Almighty and the people who extended
their help during the course of our work.

We are greatly and profoundly thankful to our respected Dean Dr. Prasad Begde, VIT
Business School., for facilitating us with this opportunity.

We would like to express our special thanks to our Head of the Department and project
supervisor Programme Chair Dr. Pankaj Kumar, VIT Business School. for his moral
support by taking keen interest on our project work and guided us all along, till the
completion of our project work and also by providing with all the necessary information
required for developing a good system with successful completion of the same.

Further, the acknowledgement would be incomplete if we would not mention a word of

thanks to our most beloved Parents for their continuous support and encouragement all
the way through the course that has led us to pursue the degree and confidently complete
the project work.

( PAVITHRAN S )

iii | P a g e
 EXECUTIVE SUMMARY

This study examined the impact of advertising on consumer buying behavior.

Maximum industries in the globe invest a vast part in advertising their products and services
through effective advertising medium and this have given them a huge effect on their output in
terms of sales. They should know the need of spending part of their budget in advertisement their
products and services and influencing consumer buying behavior. With abundant growth in
technological development, effective advertising has become tremendously important to create a
great impact, so as the need for this study. This study adopted a survey research design. It involves
collection of data from respondents through questionnaire to test hypotheses. Percentage analysis
technique was used to test hypotheses. The research finding shows that there is important and
positive relationship between the independent variables emotional response, economic factor,
brand awareness, celebrity endorsement, advertisement medium and dependent variable consumer
buying behavior. Consumer buying behavior has an inseparable relationship with the independent
variables. It is also found the effective medium is a key aspect which changes the consumer’s
buying behavior. This result is also coincides with the literatures. This study recommends that for
effective advertising to take place, the target viewers must be widely reached to know their
consumption pattern and behavior toward products and services. And that effort should be focused
more on emotional related advertising and best medium which consumers prefer since their
patronage are highly induced through their emotion and what they see.

iv | P a g e
 CONTENTS

TITLE PAGE NO.

DECLARATION i

CERTIFICATE ii

ACKNOWLEDGEMENT iii

EXECUTIVE SUMMARY iv

CONTENTS v

LIST OF TABLES vi

LIST OF CHARTS vii

CHAPTER INTRODUCTION 1-6

I
CHAPTER REVIEW OF LITERATURE 7-14
II
CHAPTER RESEARCH METHODOLOGY 15-18
III
DATA ANALYSIS AND 19-37
CHAPTER
IV INTERPRETATIONS
CHAPTER FINDINGS, SUGGESTIONS AND 38-43
V CONCLUSION

REFERENCES 44-46

APPENDIX 47-50

v|Page
 LIST OF TABLES

TABLE NO. TITLE PAGE NO.

4.1 AGE OF THE RESPONDENTS 20

4.2 GENDER OF THE RESPONDENTS 21

4.3 MARITAL STATUS OF THE RESPONDENTS 22

4.4 SALARY OF THE RESPONDENTS 23

4.5 WHY DO YOU LIKE THE ADVERTISEMENT 24

4.6 WILL YOU BUY PRODUCT BY SEEING THE 25

ADVERTISEMENT
4.7 WHICH MEDIA IS THE BEST MEDIA FOR 26
ADVERTISEMENT
4.8 ADVERTISEMENT THROUGH ELECTRONIC MEDIA IS 27
BEST OPTION TO PROMOTE THE PRODUCT
4.9 ADVERTISEMENT THROUGH PRINT MEDIA IS BEST 28
OPTION TO PROMOTE THE PRODUCT
4.10 DO YOU THINK THE ADVERTISEMENT OF PRODUCT IS 29
4.11 DO YOU THINK THAT ADVERTISEMENT HAS FORCED 30
YOU TO BUY MORE PRODUCTS
4.12 DO YOU THINK ADVERTISEMENT IS NECESSARY FOR 31
THE PURCHASE OF A PRODUCT
4.13 DO YOU MOSTLY PURCHASE CONTINUOUSLY 32
ADVERTISED PRODUCT
4.14 DO YOU CHANGE YOUR THINKING OF A PRODUCT BY 33
JUST SEEING THE ADVERTISEMENT
4.15 WHAT IS THE FACTOR IN AN ADVERTISEMENT WHICH 34
WILL MAKE YOU CHANGE YOUR BRAND
4.16 DO YOU PREFER GOING TO ANY STORE JUST BY 35
SEEING THE ADVERTISEMENT
4.17 WHAT ARE THE THINGS THAT SHOULD BE 36
HIGHLIGHTED IN AN ADVERTISEMENT
4.18 IF YOU ARE SEARCHING FOR INFORMATION OF A 37
PRODUCT THAT YOU WANT TO PURCHASE WHICH
MEDIA WILL YOU PREFER

vi | P a g e
 CHAPTER-I

INTRODUCTION

1|Page
 INTRODUCTION

OBJECTIVE OF THE STUDY:

1. To know the effects of advertisement on the consumer’s buying behaviour.

2. To find out the most effective source of advertisement that consumer prefers.

INTRODUCTION:

The phrase advertising is derived from the Latin phrase viz, “advertere” “ad” meaning
towards, “verto” meaning “I turn”. Simply stated advertising is the art “says green.”
Advertising is a well-known term for and all varieties of publicity, from the cry of the road
boy promoting newspapers to the maximum celebrate attention attracts device. The object
continually is to carry to public notice some articles or service, to create a demand to
stimulate shopping for and in general to bring together the person with something to promote
and the person who has means or wants to buy.

American marketing association has defined advertising as "any paid form of non-personal
presentation and promotion of ideas, goods or services by an identified sponsor. The medium
used are print broad cast and direct. Stanton deserves that "Advertising consists of all the
activities involved in presenting to a group a non- personal, oral or visual openly, sponsored
message regarding a product, service, or idea. This message called an advertisement is
disseminated through one or more media and is paid for by the identified sponsor.

Advertising is any paid form of non – personal paid of presentation of ideas items or services
by an identified sponsor. Advertising is a non- personal paid message of commercial
significance approximately a product, service or company made to a market by an identified
sponsor.

In developing an advertising programme, one have to constantly start via figuring out the
market wishes and buyer motives and ought to make five main decisions generally referred as
5M (mission, money message, media and measurement) of advertising.

2|Page
BASIC FEATURES OF ADVERTISING

On the basis of diverse definitions it has certain basic features such as:

1. It is a mass non-personal communication.

2. It is a matter of record.

3. It persuades buyers to purchase the goods advertised.

4. It is a mass paid communication.

5. The communication media is diverse such as print (newspapers and magazines)

It is also called printed salesmanship because information is spread by means of the written
and printed work and pictures so that people may be induced to act upon it.

For many companies advertising and marketing is the dominant element of the promotional
mix– particulars for those producers who produce convenience goods consisting of detergent,
non – prescription drugs, cosmetics, soft drinks and grocery products. Advertising is likewise
used extensively via maters of automobiles, domestic appliances, etc., to introduce new
product and new product features it uses its attributes, availability etc.

Advertising can also assist to convince capacity shoppers that a company’s product or service
is advanced to competitor’s product in make in quality, in price etc. it may create brand
image and reduce the likelihood of brand switching even if competitors lower their costs or
provide some appealing incentives.

MARKETING MIX:

The marketing mix has been the key concept to advertising. The advertising and marketing
mix was suggested through Professor E. Jerome McCarthy in the 1960s. The advertising mix
consists of four basic elements called the four P’s. Product is the first P representing the real
product. Price represents the process of determining the cost of a product. Place represents
the variables of getting the product to the purchaser like distribution channels, market
coverge and movement organization. The final P stands for Promotion that's the system of
accomplishing the target marketplace and convincing them to come out and buy the product
of the promoter.

3|Page
MEDIUMS OF ADVERTISEMENT:

Print Media:

Print media is a commonly used medium of advertising by businessperson. It includes

advertising thru every day paper, magazines, diaries, and so forth and is also referred to as
press advertising and marketing.

A) Newspapers:

You must have read Newspapers. In our nation every day papers are sold in English and
Tamil. These are the well sources of news, opinions and modern-day occasions. Also,
Newspapers are very commonplace medium of advertisement. The publicist conveys his
message via newspaper which reaches to an extremely huge number of individuals.

B) Magazine Advertising:

Magazine advertising includes advertising in regional and country wide magazines.

Magazines present an effective manner to market the brand of your enterprise. These whole
Magazines have a big range of readers and so, commercials published in them reach a
number of individuals.

Electronic Media:

This is a totally popular shape of advertising within the present day marketing. This includes
television, Internet and Radio.

A) Radio Advertising:

Everyone knows about radio and must have heard classified ads for extraordinary items in it.
In radio there are short breaks during transmission of any machine that's filled via classified
ads of products and services. Advertisers also sponsored the popular programs with the aid of
advertisement.

B) TV Advertising:

With fast improvement of data technology and digital media, TV is first inside the list among
the media of commercial. Television has maximum effective impact as it engages both eye
and the ear.

4|Page
C) Internet:

It is the maximum recent method for communication and collect data. If you've got a
computer and an access to internet you can have facts from everywhere throughout the globe
within seconds. Through net you can move to the website online of any producer or provider
and collect records. Sometimes when you don’t have internet site addresses you take help of
search engines like Google or portals. Almost all of the search engines or portals of different
manufactures or service providers promote their products.

Other Media:

All the media of advertisement discussed above are ordinarily used via consumers while they
may be at home or under a roof of any room, with the exception of radio and newspapers or
magazines to somewhat. Furthermore in all these media, the customer has to apply some
coins to get to the commercial. However, there are some exclusive forms of media available,
in which the consumer has to spend 0 and he can see such advertisements even as expressive
outside. There are such advertisements are gift items, posters, vehicular back displays,
hoardings, etc.

IMPORTANCE OF ADVERTISEMENT:

Advertisement is very crucial nowadays for each product within the world. Generally,
advertising and marketing is a low-cost technique of conveying selling messages to diverse
prospective buyers. It can secure leads for business persons and middlemen by convincing
readers to demand greater information and by means of recognizing outlets looking after the
item.

It can force middlemen to stock the product by means of building customer interest. It can
help attribute dealer’s sales people in item uses and functions. It can build dealer and
purchaser confidence in the company and its merchandise with the aid of building familiarity.
Advertising is to create market demand. It’s created demand of product for prospective
customers and encourages using the respected merchandise.

5|Page
Advertisement is effectively used one-of-a-kind technique for the sales of product like door
to door selling, personal selling or franchised based promoting of product. Advertisement has
turn out to be extra essential to business enterprises for both small and massive.

Advertisement is actual financial significance too. Advertisement techniques that increase the
quantity of devices sold stimulate economies within the production process. The
manufacturing fee in step with unit of output is decrease. It in turn ends in decrease fees.
Decreasing purchaser expenses then permit these products to grow to be to be had to more
human beings. Furthermore, the rate of newspapers, professional sports radio, TV programs
and professional sports, and the like is probably highly-priced without advertisement.

6|Page
 CHAPTER-2

REVIEW OF LITERATURE

7|Page
 REVIEW OF LITERATURE

Owolabi Akeem Usman and Jacob Olubukola Oladipo (2019) Organizational focus is
primarily on the way to get the attention of the possible customers and customers with
insinuation that a lot of factors influence consumer’s selections since consumers’ desires are
insatiable, multi-variant and divergent. This study examined the impact of advertising on
shopper programmes shopping for Behaviour. This study covers annual reports of elect firms
for an amount of ten years (2006 to 2016). Random sampling technique was accustomed
choose 10 foods and beverages companies in Nigeria. Panel knowledge analysis was used to
examine the out there knowledge whereas the result revealed that advertising features a
positive vital impact on programmed shopping for behaviour at zero. 05% level of
significance. Hausman check conjointly valid the random result. Therefore, a company ought
to implement the most effective strategy as a competitive advantage in presenting their
giving.

Fatima Ferreira & Belem Barbosa (2017) According to the results of this study, the users
who pay longer on Facebook are those finding Facebook advertising a lot of annoying. These
users are a lot of exposed and have accumulated opportunities for interaction with branded
content, however this accumulated exposure is related to a lot of negative perspective toward
Facebook advertising and with a lower propensity to move with the ads, together with
passing viva-voice communication to different customers. Similar proof was rumoured who
found that the longer users spent on the net the less positive their attitudes toward internet
advertising would be. Considering the necessity to leverage posts’ visibility with advertising,
it's suggested the adoption of a lot of subtle targeting techniques, in order to extend the
effectiveness of the ad. Moreover, social media campaigns ought to invest in inventive and
innovative content and target making price for social network users, specifically enhancing
the informative and recreation elements of ads.

Dr. P. Sadhasivam & Nithya Priya (2015) various studies have been made to examine the
impact of TV commercials and Online Advertisements and their effectiveness to find the
Perception, buying behaviour, attitude, and cultural impact of various target population. From
the results it could be concluded that classified ads play a essential function in influencing the
purchasers in choice making. Both TV classified ads and online classified ads have a positive
effect on consumers.

8|Page
Though TV and Online have prompted customers, TV is in advance of online ads as they
have got few drawbacks like physical technique towards products and safety concerns.

Kapoor and si (2014) studied impact of advertising and its impact on insurance industry
among 50 respondents in Delhi. The study concludes that public use Television for
information gathering and they mainly go by brand name but it is found that advertisements
do not guarantee the sale of Insurance policy product and only few respond to ads for buying
insurance policy.

Newspaper Association of America (2014), says 80% sales for newspapers comes from
advertisements. The advertising commercial enterprise is also a very profitable and efficient
one. It is anticipated that between the year 2016 – 2021 Nigeria attain a USD 2.8 billion as a
revenue from television and internet advertising alone (PWC, 2016). Businesses engage in
commercial as it brings them blessings which include prevailing new clients for the brand.
The advertisement that educates potential clients approximately its product in a convincing
manner wins new customers. Advertisement creates awareness for a product that otherwise
be unknown to people if commercial wasn’t in play.

Numan Arif Dar et al (2014) examined the perception of the worth of advertising on
Facebook and TV, among each male and woman students of University of Gujarat. A form
was distributed among three hundred students of the VI major departments of University of
Gujarat. Structural equation modelling was used in this study. The findings show that
Ducoffe’s packaging price wasn't suited both Facebook and TV. Irritation was additionally an
element that directly affects the attitude toward packaging. Diversion and irritation have
direct impact on attitude toward advertising.

Hemamalini.K.S. and Kurup (2014) in their studies focused to examine the effectiveness of
TV commercials in teenager’s perspectives and in addition to analyse the substantial courting
of involvement, message and movie star with the TV commercial in connection with the
purchasing intention to the teenagers. Primary information from 50 respondents were
collected the use of questionnaire. Secondary records from books, journals, information
papers and web sites had been additionally used. With the utility of Statistical gear like
weighted common method, Chi-square and issue analysis it turned into concluded that the
angle of the teenagers regarding TV commercial are effective in their purchase appeals and
the take a look at predicts the positive effect of television advertisement on customer
attention and without delay influences their interest for purchasing or to the desire for getting.

9|Page
The 3 descriptive factors-Involvement, Celebrity and Message has a sizable courting and
importance with the effectiveness of TV commercial in the direction of buying aim and has
proved these 3 factors has a privilege to get entry to a large target market in an effective
manner.

Yousaf and Shehzad (2013) studied the effect and impact of TV classified ads over illiterate
and literate humans of Pakistan. Findings indicate that illiterate spend greater than 2hrs
according to day of TV advertisements and literate watch less than 2hrs in keeping with day.
With regard to content material watching 70% of literates pick content in TV advertisements
and 68% of illiterates likes content. It is discovered that illiterates are behaviourally inspired
whereas literates are psychologically motivated. Not all the literates believe in the message
conveyed inside the commercials are proper so that they don’t attempt all merchandise
indexed in TV. But illiterates believe in the content material and strive to shop for those
products.

Devadas and Ravi (2013) made an effort to trace the cultural implication of T.V. on urban
youth in Karnataka state. Further they extended their study in understanding the television
viewing habit of urban youth and to compare the cultural impact of Television between urban
male and female youth. Primary data was collected from 800 respondents using
questionnaire. The data analysis depicts that television has profound influence on its viewers
especially on younger generations. The study also supports the argument that men and
women generally differ in their reaction to television programmes. It is also observed that
females discussed more about TV programmes than males. Finally it is observed from the
study that there is no significant difference between young male and female viewers, in
accepting cultural norms from television. Both male and female viewers are equally
susceptible to cultural implications from television.

Karthik.S (2013) studied approximately the impact of advertisements on social community

and how far they create information. These sites are used as advertising gear as they reach big
target market; cost effective, target advertising and time spend through human beings online.
Social networks help advertisers to recognise the demographic facts from the profile and
target classified ads without delay on customers. It is one of the easiest modes to unfold
content and accessibility tiers are high and connects user easily. Business on social network is
believed to be relied on when in addition will increase recommendation leading to sales.
Social networks are visible as a possibility for goal marketing.

10
 CHAPTER-III

RESEARCH METHODOLOGY

11
12
 RESEARCH METHODOLOGY

SCOPE OF RESEARCH:

This undertaking enables in projecting the impact of advertisement on customer behaviour.

It’s also display different kinds of commercials impact on consumer behaviour. My study is
constrained with small geographical location due to lack of time and parallel academic
conduct.

SIGNIFICANCE OF RESEARCH:

As the trend going, now days clients are greater brand conscious. Due to the fast media, the
choice of brand is essentially have an effect on with the aid of the impact of advertisement.
The significance of the study is to see the impact of different mode of commercials
endorsement on the consumer behaviour . The study facilitates the distributor or
manufacturer to pay attention on those elements that would virtually assist them to boom the
brand recognition, which ultimately hit consumer’s choice to choose them.

INTRODUCTION:

In this chapter, researcher discuss the research design, area of study, population, sample of
the population, instrument for data collection and method of data analysis.

Research is a technique of logical and systematic utility of the basics of technological know-
how to the general and usual questions of a study and scientific method which provide
specific tools, particular method and technical rather than philosophical means for buying and
ordering the information previous to their logical analysis and manipulation. Different type of
research designs is available depending upon the character of studies project, availability of
capable manpower and circumstances.

RESEARCH DESIGN:

The research design is the blueprint for the arrival of objectives and answering questions. It is
a master plan specifying the method and procedures for collecting and analysing needed

13
information. It is the framework of research methods and techniques chosen by a researcher.
The design allows researchers to hone in on research methods that are suitable for the subject
matter and set up their studies up for success.

 Descriptive Research is used in this study as the principle goal is to describe

characters of the phenomenon or a situation.
 Percentage analysis is used to analyse the data collected from survey.

DATA COLLECTION METHODS:

Data collection is one of the most important aspects of research. For the success of any
project accurate data is very important and necessary. The information collected through
research methodology must be accurate and relevant. The source of data includes primary and
secondary data sources.

Primary Sources: Primary data is data that is collected by a researcher from first-hand
sources, using methods like surveys . It is collected with the research project in mind, directly
from primary sources. Primary information has been collected directly from sample
respondents through questionnaire.

Secondary Sources: Secondary data is data gathered from studies, surveys, or experiments
that have been run by other people or for other research. Secondary statistics has been
collected from textbooks, Newspapers & Internet that facilitates my study on the impact of
advertisement on consumers.

SAMPLE DESIGN:

Sample design is definite plan determine before any data is actually obtaining for a sample
from a given population. The researcher must decide the way of selecting a sample. Samples
can be either probability samples or non-probability samples.

Sample Size: 100 Respondents.

14
RESEARCH APPROACH:

The research approach that the study follows was an inductive one. According to this
approach researcher began with specific observation that was used to produce generalized
suggestions, perceptions and conclusions drawn from the research. The reasons for choosing
inductive approach is it gives the context were research effort is active. While it’s almost
appropriate for small samples that provides quantitative. Survey Method is used in this
research.

Research instrument: Questionnaire

Respondents: The population for this research observe consists of the residence. The
respondents were selected because the study is focused on their preferences as consumer that
is affected by advertisements.

PROJECT METHODLOGY:

Considering the research objectives, descriptive research design is adopted to have more
accuracy and rigorous analysis of research study. Available secondary data was extensively
used for the study.

TOOLS USED FOR DATA ANALYSIS:

This research was done with the help of percentage analysis and descriptive statistics.

15
 CHAPTER-IV

DATA ANALYSIS AND INTERPRETATIONS

16
17
 DATA ANALYSIS AND INTERPRETATION

This chapter attempts to analyse and interpret the data so as to achieve the objectives of the
study with the help of percentage analysis.

DEMOGRAPHIC QUESTIONS:

AGE OF THE RESPONDENTS

TABLE 4.1

PERCENTAGE OF
AGE
RESPONDENTS
BELOW 20 YEARS 16%
20-30 YEARS 40%
30-40 YEARS 26%
40 & ABOVE 18%

INFERENCE:

The table 4.1 shows that out of 100 respondents 16% of the respondents belong to the age
group of Below 20 years, 40% of the respondents belong to the age group of 20-30 years,
26% of the respondents belong to the age group of 30-40 years, and 18% of the respondents
belong to the age group of 40 years & above. It is further illustrated in Chart 4.1

CHART 4.1

18
GENDER OF THE RESPONDENTS

TABLE 4.2

PERCENTAGE OF
GENDER
RESPONDENTS

MALE 45%

FEMALE 55%

INFERENCE:

The table 4.2 shows that out of 100 respondents 45% of the respondents are male and 55% of
the respondents are female. It is further illustrated in Chart 4.2

CHART 4.2

19
MARITAL STATUS OF THE RESPONDENTS

TABLE 4.3

PERCENTAGE OF
MARITAL STATUS
RESPONDENTS
MARRIED 48%
UNMARRIED 52%

INFERENCE:

The table 4.3 shows that out of 100 respondents 48% of the respondents are married and 52%
of the respondents are unmarried. It is further illustrated in Chart 4.3.

CHART 4.3

20
SALARY OF THE RESPONDENTS

TABLE 4.4

PERCENTAGE OF
SALARY
RESPONDENTS
10000-15000 33%
15000-30000 39%
30000-50000 18%
50000 AND ABOVE 10%

INFERENCE:

The table 4.4 shows that out of 100 respondents 33 % respondents earn in the income bracket
of 10000-15000 per annum, 39% respondents earn in the income bracket of 15000-30000 per
annum, 18 % respondents earn in the income bracket of 30000-50000 per annum and 10 %
respondents earn in the income bracket of 50000 and above per annum. It is further illustrated
in Chart 4.4

CHART 4.4

21
MULYIPLE CHOICE QUESTIONS

WHY DO YOU LIKE THE ADVERTISEMENT

TABLE 4.5

WHY DO YOU LIKE THE PERCENTAGE OF

ADVERTISEMENT RESPONDENTS
A] ITS THEME 32%
B] IT HAS FILM STARS 29%
C] BECAUSE OF GOOD MUSIC 21%
D] OTHER REASONS 18%

INFERENCE:

The table 4.5 shows that out of 100 respondents 32% of the respondents said that they like the
advertisement because of its theme, 29% of the respondents said that they like the
advertisement because it has film stars, 21% of the respondents said that they like the
advertisement because of good music and 18% of the respondents said that they like the
advertisement because of other reasons. It is further illustrated in Chart 4.5

CHART 4.5

22
WILL YOU BUY PRODUCT BY SEEING THE ADVERTISEMENT

TABLE 4.6

WILL YOU BUY

PERCENTAGE OF
PRODUCT BY SEEING
RESPONDENTS
THE ADVERTISEMENT
A] YES 45%
B] NO 24%
C] MOST RARELY 31%

INFERENCE:

The table 4.6 shows that out of 100 respondents 45% of the respondents said that yes they
will buy products by seeing the advertisement, 24% of the respondents said that no they will
not buy products by seeing the advertisement and 31% of the respondents said that most
rarely they will buy products by seeing the advertisement. It is further illustrated in chart
4.6

CHART 4.6

23
WHICH MEDIA IS THE BEST MEDIA FOR ADVERTISEMENT

TABLE 4.7

WHICH MEDIA IS THE BEST MEDIA PERCENTAGE OF

FOR ADVERTISEMENT RESPONDENTS
A] TV 33%
B] NEWSPAPER 24%
C] SOCIAL MEDIA 31%
D] OTHERS 12%

INFERENCE:

The table 4.7 shows that out of 100 respondents 33% of the respondents are saying TV is the
best media for advertisement, 24% of the respondents are saying newspaper is the best media
for advertisement, 31% of the respondents are saying social media is the best media for
advertisement and 12% of the respondents are saying other medias is the best media for
advertisement. It is further illustrated in chart 4.7

CHART 4.7

24
ADVERTISEMENT THROUGH ELECTRONIC MEDIA IS BEST OPTION TO
PROMOTE THE PRODUCT

TABLE 4.8

ADVERTISEMENT THROUGH
PERCENTAGE OF
ELECTRONIC MEDIA IS BEST OPTION TO
RESPONDENTS
PROMOTE THE PRODUCT
A] AGREE 52%
B] DISAGREE 26%
C] NOT SURE 22%

INFERENCE:

The table 4.8 shows that out of 100 respondents 52% of the respondents agree that
advertisement through electronic media is best option to promote the product, 26% of the
respondents disagree that advertisement through electronic media is best option to promote
the product and 22% of the respondents are not sure that advertisement through electronic
media is best option to promote the product. It is further illustrated in chart 4.8

CHART 4.8

25
ADVERTISEMENT THROUGH PRINT MEDIA IS BEST OPTION TO PROMOTE
THE PRODUCT

TABLE 4.9

ADVERTISEMENT THROUGH PRINT

PERCENTAGE OF
MEDIA IS BEST OPTION TO PROMOTE THE
RESPONDENTS
PRODUCT
A] AGREE 35%
B] DISAGREE 32%
C] NOT SURE 33%

INFERENCE:

The table 4.9 shows that out of 100 respondents 35% of the respondents agree that
advertisement through print media is best option to promote the product, 32% of the
respondents disagree that advertisement through print media is best option to promote the
product and 33% of the respondents are not sure that advertisement through print media is
best option to promote the product. It is further illustrated in chart 4.9

CHART 4.9

26
DO YOU THINK THE ADVERTISEMENT OF PRODUCT IS

TABLE 4.10

DO YOU THINK THE ADVERTISEMENT OF PERCENTAGE OF

PRODUCT IS RESPONDENTS
A] INFORMATIVE 32%
B] CREATE AWARENESS 38%
C] IRRITATING 18%
D] WASTE OF TIME 12%

INFERENCE:

The table 4.10 shows that out of 100 respondents 32% of the respondents say that
advertisement of product is informative, 38% of the respondents say that advertisement of
product create awareness, 18% of the respondents say that advertisement of product is
irritating and 12% of the respondents say that advertisement of product is waste of time. It is
further illustrated in chart 4.10

CHART 4.10

27
DO YOU THINK THAT ADVERTISEMENT HAS FORCED YOU TO BUY MORE
PRODUCTS

TABLE 4.11

DO YOU THINK THAT ADVERTISEMENT HAS FORCED YOU PERCENTAGE

OF
TO BUY MORE PRODUCTS RESPONDENTS
A] YES 46%
B] NO 25%
C] SOMETIMES 29%

INFERENCE:

The table 4.11 shows that out of 100 respondents 46% of the respondents think that
advertisement has forced them to buy more products, 26% of the respondents think that
advertisement has not forced them to buy more products, and 29% of the respondents think
that advertisement has sometimes forced them to buy more products,. It is further illustrated
in chart 4.11

CHART 4.11

28
DO YOU THINK ADVERTISEMENT IS NECESSARY FOR THE PURCHASE OF
A PRODUCT

TABLE 4.12

DO YOU THINK ADVERTISEMENT IS NECESSARY FOR THE PERCENTAGE

OF
PURCHASE OF A PRODUCT RESPONDENTS
A] ALWAYS NECESSARY 36%
B] SOMETIMES NECESSARY 41%
C] NOT NECESSARY 23%

INFERENCE:

The table 4.12 shows that out of 100 respondents 36% of the respondents think that
advertisement is always necessary for the purchase of a product, 41% of the respondents
think that advertisement is sometimes necessary for the purchase of a product and 23% of the
respondents think that advertisement is not necessary for the purchase of a product. It is
further illustrated in chart 4.12

CHART 4.12

29
DO YOU MOSTLY PURCHASE CONTINUOUSLY ADVERTISED PRODUCT

TABLE 4.13

DO YOU MOSTLY PURCHASE CONTINUOUSLY PERCENTAGE

OF
ADVERTISED PRODUCT RESPONDENTS
A] AGREE 37%
B] DISAGREE 32%
C] UNCERTAIN 31%

INFERENCE:

The table 4.13 shows that out of 100 respondents 37% of the respondents agree that they
mostly purchase continuously advertised product, 32% of the respondents disagree that they
mostly purchase continuously advertised product and 31% of the respondents are uncertain
that they mostly purchase continuously advertised product. It is further illustrated in chart
4.13

CHART 4.13

30
DO YOU CHANGE YOUR THINKING OF A PRODUCT BY JUST SEEING THE
ADVERTISEMENT

TABLE 4.14

DO YOU CHANGE YOUR THINKING OF A PRODUCT BY PERCENTAGE

OF
JUST SEEING THE ADVERTISEMENT RESPONDENTS
A] YES 45%
B] NO 18%
C] SOMETIMES 37%

INFERENCE:

The table 4.14 shows that out of 100 respondents 45% of the respondents say they change
their thinking of a product by just seeing the advertisement, 18% of the respondents say they
never change their thinking of a product by just seeing the advertisement and 37% of the
respondents say sometimes they change their thinking of a product by just seeing the
advertisement. It is further illustrated in chart 4.14

CHART 4.14

31
WHAT IS THE FACTOR IN AN ADVERTISEMENT WHICH WILL MAKE YOU
CHANGE YOUR BRAND

TABLE 4.15

WHAT IS THE FACTOR IN AN ADVERTISEMENT WHICH PERCENTAGE

OF
WILL MAKE YOU CHANGE YOUR BRAND RESPONDENTS
A] BENEFITS 19%
B] VALUE FOR MONEY 34%
C] NEW FEATURES 25%
D] DISCOUNT 22%

INFERENCE:

The table 4.15 shows that out of 100 respondents 19% of the respondents say benefits factor
in an advertisement will make them to change their brand, 34% of the respondents say value
for money factor in an advertisement will make them to change their brand, 25% of the
respondents say new features factor in an advertisement will make them to change their brand
and 22% of the respondents say discount factor in an advertisement will make them to change
their brand. It is further illustrated in chart 4.15

CHART 4.15

32
DO YOU PREFER GOING TO ANY STORE JUST BY SEEING THE
ADVERTISEMENT

TABLE 4.16

DO YOU PREFER GOING TO ANY STORE JUST BY SEEING PERCENTAGE

OF
THE ADVERTISEMENT RESPONDENTS
A] YES 46%
B] NO 17%
C] SOMETIMES 37%

INFERENCE:

The table 4.16 shows that out of 100 respondents 46% of the respondents say they prefer
going to any store just by seeing the advertisement, 17% of the respondents say they don’t
prefer going to any store just by seeing the advertisement and 37% of the respondents say
they sometimes prefer going to any store just by seeing the advertisement. It is further
illustrated in chart 4.16

CHART 4.16

33
WHAT ARE THE THINGS THAT SHOULD BE HIGHLIGHTED IN AN
ADVERTISEMENT

TABLE 4.17

WHAT ARE THE THINGS THAT SHOULD BE HIGHLIGHTED IN PERCENTAGE

OF
AN ADVERTISEMENT RESPONDENTS
A] BENEFITS 22%
B] TAGLINE 27%
C] BRAND NAME 27%
D] FEATURE 24%

INFERENCE:

The table 4.17 shows that out of 100 respondents 22% of the respondents say benefits should
be highlighted in an advertisement, 27% of the respondents say tagline should be highlighted
in an advertisement, 27% of the respondents say brand name should be highlighted in an
advertisement and 24% of the respondents say feature should be highlighted in an
advertisement. It is further illustrated in chart 4.17

CHART 4.17

34
IF YOU ARE SEARCHING FOR INFORMATION OF A PRODUCT THAT YOU
WANT TO PURCHASE WHICH MEDIA WILL YOU PREFER

TABLE 4.18

IF YOU ARE SEARCHING FOR INFORMATION OF A PRODUCT

PERCENTAGE
THAT YOU WANT TO PURCHASE WHICH MEDIA WILL OF
RESPONDENTS
YOU PREFER
A] TV 33%
B] NEWSPAPER 24%
C] SOCIAL MEDIA 31%
D] OTHERS 12%

INFERENCE:

The table 4.18 shows that out of 100 respondents 33% of the respondents say they will prefer
TV if they are searching for information of a product that they want to purchase, 24% of the
respondents say they will prefer newspaper if they are searching for information of a product
that they want to purchase, 31% of the respondents say they will prefer social media if they
are searching for information of a product that they want to purchase and 12% of the
respondents say they will prefer other ways if they are searching for information of a product
that they want to purchase. It is further illustrated in chart 4.18

35
CHART 4.18

36
 CHAPTER-V

FINDINGS, SUGGESTIONS AND CONCLUSION

37
38
39
SUMMARY OF FINDINGS:

From the survey conducted it is found out that most of the consumers like the advertisement
because of the theme it contains in it only. Also some consumers say that they like the
advertisements because of the celebrity they like are in the ads, because customer has
influenced with the celebrity. Nearly half of the respondents said they will buy products just
by seeing the advertisement, so advertisement has grown to be an essential factor which
impacts the consumers buying behaviour. The study also shows that the most preferred
medium of advertising was electronic media, said by the most of the respondents.
Specifically it is arrived that TV is the most effective media for advertisement of all other
sources as most of the population watch TV. So during advertising and marketing strategy,
focused should be on television advertising. Respondents also said advertising through print
media is less preferable than any other mediums as they are not interested in it. More equally
to advertising in TV, advertising in social media is preferred as they use it essentially these
days. According to the respondents advertisement creates awareness of the product that is
available in the market, also they say advertising the product gives information of the product
so it is useful when buying products, so for an advertisement to be effective the price, the
entertainments and the features should be highlighted. About half of the respondents are of
the view that advertisement forced them to consume more products and the rest of them have
a view that advertisement doesn’t force them to consume the product, but it is interpreted that
advertisement has forced most of the consumers to buy more product. Majority of
respondents are of the view that advertisement is very necessary for the purchase of a
product, as advertisements play a crucial role in choosing the brand preference. The survey
also shows that most of the consumers purchase product which is continuously advertised as
it created a great impact in their minds, also some do not buy most continuously advertised
product although it is found that continuously advertising as a great impact on the consumers
buying behaviour. Consumers said they change their minds on the products just by seeing the
advertisement, so it is known that advertisement changes the preferences of their choices. The
survey shows that the factor of value for money in an advertisement changes perspective of
the consumer of the brand they use. The survey shows us consumers go to store just by seeing
the advertisement in the media they use, so advertisement drives the consumers to its path.
Consumers equally like every aspect of the advertisement like brand name, tagline, features,
benefits, so every factor/aspect of the advertisement should be high lightened to create an
impact on the consumers.

40
FINDINGS:

 From the survey out of 100 respondents 32% of the respondents said that they like the
advertisement because of its theme, 18% of the respondents said that they like the
advertisement because of other reasons.
 From the survey out of 100 respondents 45% of the respondents said that yes they will
buy products by seeing the advertisement, 24% of the respondents said that no they
will not buy products by seeing the advertisement.
 From the survey out of 100 respondents 33% of the respondents are saying TV is the
best media for advertisement, 12% of the respondents are saying other medias is the
best media for advertisement.
 From the survey out of 100 respondents 52% of the respondents agree that
advertisement through electronic media is best option to promote the product, 22% of
the respondents are not sure that advertisement through electronic media is best option
to promote the product.
 From the survey out of 100 respondents 35% of the respondents agree that
advertisement through print media is best option to promote the product, 32% of the
respondents disagree that advertisement through print media is best option to promote
the product.
 From the survey out of 100 respondents 38% of the respondents say that
advertisement of product creates awareness, 12% of the respondents say that
advertisement of product is waste of time.
 From the survey out of 100 respondents 46% of the respondents think that
advertisement has forced them to buy more products, 26% of the respondents think
that advertisement has not forced them to buy more products.
 From the survey out of 100 respondents 41% of the respondents think that
advertisement is sometimes necessary for the purchase of a product and 23% of the
respondents think that advertisement is not necessary for the purchase of a product.
 From the survey out of 100 respondents 37% of the respondents agree that they
mostly purchase continuously advertised product, 31% of the respondents are
uncertain that they mostly purchase continuously advertised product.
 From the survey out of 100 respondents 45% of the respondents say they change their
thinking of a product by just seeing the advertisement, 18% of the respondents say
they never change their thinking of a product by just seeing the advertisement.

41
  From the survey out of 100 respondents 19% of the respondents say benefits factor in
an advertisement will make them to change their brand, 34% of the respondents say
value for money factor in an advertisement will make them to change their brand.
 From the survey out of 100 respondents 46% of the respondents say they prefer going
to any store just by seeing the advertisement, 17% of the respondents say they don’t
prefer going to any store just by seeing the advertisement.
 From the survey out of 100 respondents 22% of the respondents say benefits should
be highlighted in an advertisement, 27% of the respondents say brand name should be
highlighted in an advertisement.
 From the survey out of 100 respondents 33% of the respondents say they will prefer
TV if they are searching for information of a product that they want to purchase, 12%
of the respondents say they will prefer other ways if they are searching for
information of a product that they want to purchase.

LIMITATIONS OF THE STUDY:

 The study is totally based on the primary data.

 The time for the study was limited.

 The research is constrained with a small sample.

 It was also difficult to get proper information from the consumers due to the fact they
had been involved in some other activities.

 All the respondents couldn't fill the questionnaire on their own because of language
barrier and also trouble of time and absence of good behaviour.

 Respondent may give one way response due to some lack of knowledge about other
mediums of advertisement.

 Findings of the survey are primarily based on the indication that the respondents have
given right data.

42
43
SUGGESTIONS:

After analysing the data’s I came up with few suggestions.

 We can suggest to all marketers and managers in organizations, that advertisement

has a principal impact on consumer brand choice.

 Advertisement should be less in expense, because the cost of advertisement leads and
raise the cost of the product.

 The right media had to be selected that the consumers prefer to use.

 In rural areas media have to be according to the choice of the consumers.

 To provide greater interest in making the advertisement to make it powerful for the
sale.

 To have a great attention on the media of advertisement that is weak so that the
consumers come to recognize about the product.

 It has to be attractive one in order that consumers are attracted in the direction of the
advertisement.

 Develop more effective advertisement campaigns.

 Advertisement communication need to be both persuasive and reminder oriented.

 People prefer most entertainment ads, so advertisement should be developed with

entertainment of the product.

 Companies that use advertisement as a promotional instrument should be capable of

supplying the true advantages and standards of the products that they're promoting.

 We also recommend that they have to invite well-known celebrities to sell their
products to catch the eye of the consumers or viewers and have an interest to shop the
products.

44
45
  We suggest to the consumers that they must not be over excited with what they see on
advertisements. They must get extra information’s of the product earlier than buying.

CONCLUSION:

Advertising allows you to expose and tell a wide target audience your business, product, or
service. You can show how your product or service works and how it’s packaged so potential
customers will recognise what to look for at the time of purchase. In advertising, it often
takes a couple of touch factors to successfully have an impact on purchasers’ buying
behaviour. The study ended up with the findings that advertisement has grown to be an
essential factor which impact the consumers buying behaviour due to the fact they may be
curious to shop for what they had seen on the advertisement. The data collected from the
research display that there is positive impact of emotional reaction on consumers buying
behaviour. On the other hand environmental reaction significantly and negatively influences
the customer buying conduct. The customers purchase the goods from which they’re attached
emotionally. These attachments are may be because of the effect of advertisement which
attracts them to buy those products. It is also observed that digital media plays a very crucial
position to make a good brand and it affects the behaviour of consumer. It also impact on
consumer’s behaviour to change the preferences. Continuous advertisement keeps purchaser
retentions and additionally enhances the sales. Now a day’s consumers are typically more
connected with media both electronic and print media. Our findings confirm that exposure to
advertising is the principle motive force of purchaser's demand. So the companies have to
focus on advertising to increase of their product demand. The study at also indicates that the
most desired medium of advertising and marketing become electronic media. Our look at
observed that in purchasing, nutritional characteristics and word of mouth changed into
mostly now not taken into consideration.

46
47
 REFERENCES

 Karthik, S, (2013). Impact of advertisements in social networking sites. International

Journal of scientific research and management (IJSRM), Special Issue On e-
Marketing Road Ahead of India: 203-211.
 Dinu, G, (2012). The impact of advertising on consumer behaviour in the Resita city
population. Annals of DAAAM for 2012 & Proceedings of the 23rd International
DAAAM Symposium, ISSN 2304-1382: 23(1).
 Yousaf and Shehzad, (2013). Effects of Television Commercials on the Literate and
Illiterate People of Pakistan (A Case Study of Gujarat City). Open access scientific
reports: 2 (1).
 Hemamalini, K.S and Kurup, (2014). Effectiveness of Television Advertisement on
Purchase Intention. International Journal of Innovative Research in Science,
Engineering and technology, ISSN: 2319-8753: 3(2).
 Rai, (2013). Impact of advertising on consumer behaviour and attitude with reference
to consumer durables. International journal of management research and business
strategy, ISSN 2319-345X :2(2)
 Hooda and Aggarwal, (2012). Consumer behaviour towards E-Marketing: A study of
jaipur consumers. Journal of Arts, Science & Commerce: 3(2) (2).
 Priyanka, (2012). A study on impact of online advertising on consumer behaviour
(with special reference to E-Mails). International Journal of Engineering and
Management Sciences (I.J.E.M.S), ISSN 2229-600X: 3 (4), 461-465.
 Singh, (2012). Impact of advertisement on the brand preference of aerated drinks.
Asia Pacific Journal of Marketing & Management, ISSN 2319-2836: 2 (2).
 Kapoor and si, (2014). Advertising effectiveness on consumer decision making: study
of Insurance Industry. International Journal of Advancements in Research &
Technology, ISSN 2278-7763: 3(1).
 Siddiqui, A. N. (2014). TV ads impact on consumer purchase intention. In
International Conference on Marketing (pp. 1-20).
 Usman, O. A., & Oladipo, J. O. (2019). Case Study: Advertising and Programmed
Buying Behaviours in selected quoted food and beverage firms in Nigeria. Advances
in Management, 12(3), 43-47.
 Saxena, N., Shukla, S. and Gujar, C. (2013). Effective Advertising and Its Influence
on Consumer Buying Behaviour. Utthan–The Journal of Management Sciences, 1(1).

48
 Ferreira, F., & Barbosa, B. (2017). Consumers' attitude toward Facebook advertising.
International Journal of Electronic Marketing and Retailing, 8(1), 45-57.
 Ferreira, Carlos; Michaelidou, Nina; Moraes, Caroline; McGrath, Michelle Journal of
Customer Behaviour, Volume 16, Number 2, Summer 2017, pp. 183-201(19)
 Oladepo, O. I., & Abimbola, O. S. (2015). The influence of brand image and
promotional mix on consumer buying decision-a study of beverage consumers in
Lagos State, Nigeria. British journal of marketing studies, 3(4), 97-109.
 Galbraith‐Emami, S., & Lobstein, T. (2013). The impact of initiatives to limit the
advertising of food and beverage products to children: a systematic review. Obesity
reviews, 14(12), 960-974.
 Devadas, M.B and Ravi, B.K (2013). Cultural Impact of Television on Urban Youth -
An Empirical Study. International Journal of Humanities and Social Science
Invention ISSN (Online): 2319 – 7722:2(8).
 Malik, M. E., Ghafoor, M. M., Iqbal, H. K., Ali, Q., Hunbal, H., Noman, M. and
Ahmad, B. (2013). Impact of Brand Image and Advertisement on Consumer Buying
Behaviour. World Applied Sciences Journal, 21(1).

 https://onlinelibrary.wiley.com/doi/full/10.1002/hfm.20336
 https://www.sciencedirect.com/science/article/pii/S1570677X11000293
 https://www.slideshare.net/suryakanth984/advertising-effectiveness-on-consuption-
of-soft-drinks
 http://dspace.knust.edu.gh/bitstream/123456789/4335/1/George%20K.%20Nartey.pdf
 https://www.abacademies.org/articles/a-study-on-the-influences-of-advertisement-on-
consumer-buying-behaviour-7177.html
 https://journals.sagepub.com/doi/full/10.1177/0973258618822624
 https://www.google.com/url?
sa=t&source=web&rct=j&url=http://ictactjournals.in/paper/IJMS_Vol4_Iss3_Paper4_
800_808.pdf&ved=2ahUKEwjVvcKTvr3pAhXSdCsKHWtZAVAQFjAGegQIARAB
&usg=AOvVaw3MnD9jLI63T1Z10BdH3KLk&cshid=1589807536911
 http://www.academia.edu/download/36834005/dampak_iklan_dan_persepsi_konsume
n_terhadap_pembelian.pdf
 http://ugspace.ug.edu.gh/handle/123456789/32724
 http://www.indianjournals.com/ijor.aspx?
target=ijor:zijmr&volume=9&issue=6&article=051
49
 https://abc.us.org/ojs/index.php/abr/article/view/272
 http://rpmndim.org/index.php/ropmj/article/view/141021
 https://journals.sagepub.com/doi/abs/10.1177/0022243720910104
 https://books.google.co.in/books?
hl=en&lr=&id=c0yfDwAAQBAJ&oi=fnd&pg=PT321&dq=
%22advertising+effectiveness
%22+consumer+buying+decision&ots=SIsFABz9R7&sig=7RPnNMZ6tt9R3bMWCe
1GupYzvso
 http://search.ebscohost.com/login.aspx?
direct=true&profile=ehost&scope=site&authtype=crawler&jrnl=09732330&asa=Y&
AN=63618921&h=sfENcOvN4pCMvoI0wL2oNEePKh1gftMPPgL0j0nqRSMk9%2F
Q575hUREIfnlMGXSttJr5uR0tMZRkLCL2D4lcJ1Q%3D%3D&crl=c
 https://books.google.co.in/books?
hl=en&lr=&id=DOqaDwAAQBAJ&oi=fnd&pg=PP1&dq=books+and+journals+on+i
mpact+of+advertisement+on+consumer+behaviour&ots=aSxQzsoMep&sig=ClXrRU
XsDRC2jp9EwdmtJ1B132g
 http://www.indianjournals.com/ijor.aspx?
target=ijor:ajmr&volume=1&issue=4&article=001
 https://www.google.com/url?
sa=t&source=web&rct=j&url=http://ictactjournals.in/paper/IJMS_Vol4_Iss3_Paper4_
800_808.pdf&ved=2ahUKEwiuw6CHwL3pAhW4wTgGHShqB98QFjALegQIBRAB
&usg=AOvVaw3MnD9jLI63T1Z10BdH3KLk&cshid=1589808198030

50
51
APPENDIX

52
53
 THE EFFECT OF ADVERTISEMENT ON CONSUMER BEHAVIOUR

QUESTIONNAIRE

Name:

Age:
a) Below 20
b) 20-30
c) 30-40
d) Above 40

Gender:
a) Male
b) Female

Marital Status
a) Married
b) Unmarried

Family Annual Income

a) 10000-15000
b) 15000-30000
c) 30000-50000
d) 50000 and above

1. Why do you like the advertisement?

a) Its theme
b) It has film stars
c) Because of good music
d) Other reasons

2. Will you buy products by seeing the advertisement?

a) Yes
b) No
c) Most rarely

3. Which media is the best media for advertisement?

a) TV
b) Newspaper
c) Social media
d) Others

54
55
4. Advertisement through electronic media is best option to promote the product
a) Agree
b) Disagree
c) Not sure

5. Advertisement through print media is best option to promote the product

a) Agree
b) Disagree
c) Not sure

6. Do you think the advertisement of product is?

a) Informative
b) Create awareness
c) Irritating
d) Waste of time

7. Do you think that advertisement has forced you to buy more products?
a) Yes
b) No
c) Sometimes

8. Do you think advertisement is necessary for the purchase of a product?

a) Always necessary
b) Sometimes necessary
c) Not necessary

9. Do you mostly purchase continuously advertised product?

a) Agree
b) Disagree
c) Uncertain

10. Do you change your thinking of a product by just seeing the advertisement?
a) Yes
b) No
c) Sometimes
d) Rarely

56
57
11. What are the things that should be highlighted in an advertisement?
a) Benefits
b) Tagline
c) Brand name
d) Feature

12. What is the factor in an advertisement which will make you change your brand?
a) Benefits
b) Value for money
c) New features
d) Discount

13. Do you prefer going to any store just by seeing the advertisement?
a) Yes
b) No
c) Sometimes
d) Rarely

14. If you are searching for information of a product that you want to purchase which media
will you prefer?
a) TV
b) Newspaper
c) Social media
d) Others

58
59