Business research methods

Sec I Mustafa Rasheed

Advertisement effects on consumer behavior for Unileaver Report

Introduction Unilever is a British-Dutch multinational corporation that owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products. Unilever owns more than 400 brands but 13 are the major ones which they concentrate on advertising and selling most of which are also available in Pakistan. The brands fall almost entirely into two categories: Food and Beverages, and Home and Personal Care. I will concentrate on some that are more famous in Pakistan like the highlighted ones in the following list. Aviance , Axe/Lynx Ben & Jerry's Blue Band Dove Flora/Becel Heartbrand Hellmann's Knorr o Lipton o Lux / Radox o Omo/Surf (detergent) o Rexona/Sure o Wish-Bone o Sunsilk o TIGI (haircare) o TRESemm o VO5

Objective Advertisement has become one of the most important part of our lives and daily we are exposed to so many advertisements through different types of media. So from this research I want to know To study the impact and receptivity of electronic advertisement To determine impact of keyword caption on consumer behavior. How celebrity endorsement can attract consumer To understand how much worth is it that a company like unileaver spending so much of budget on advertisement.

Does an individuals ideal self-concept effect how s/he perceives the effects of advertising?

Variables Dependent Advertisement effectiveness

Independent variables Goal of the advertiser Time at which viewer is exposed to it Entertainment element in the advertisement Celebrity and personality Used Sales increase Changing market conditions

Methodology For this research financial statements of unileaver will be considered Observations will be made by comparing companys performance with competitors Questioners will be done to quantify the data. Focus groups will also be conducted to check consumer response on advertisement Interviews from employees will be conducted as well as the retailers

Summary Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services. This research will help us understand what ultimately the advertiser wants. Is it always just about increasing the sales and making more profits, we might think yes but in between there are many things involved and a very important one of that is a companys reputation. How unileaver goes to deferent schools for arts competition, what is that for, they want to be a part of consumers life, its like building relationship. Their competitor Areal has been doing social service like helping poor children in education by doing charity so unileaver has to come up with something different. People often act differently on advertisements and often heard on singing Adv jingles or repeating key words of adv so we must see that how much successful unileaver has been with it.