CHAPTER-1

INTRODUCTION

INTRODUCTION

Today, the word advertising is a very common term to us. It figures in each of our lives everyday. We see it on television, in the sky, on the match box, in the newspapers, on the trash containers, in the magazines, on our mail, on the vehicles, in the vehicles, on bill-boards, we hear it in radio, in the stores we visit and so on. It is part of our daily life and everyone is conscious of it. Yet we have failed to trace the exact meaning of the term advertising. This has two specific meanings. (1) It is a macro concept representing the entire advertising industry and is an institution. (2) It is a micro-managerial concept standing for the specific managerial function of any organization intending to send the information to other members of the society. The term advertising is derived from the original Latin word advertere which means to turn the attention. Every piece of advertising turns the attention of the readers or the listeners or the viewers or the onlookers towards a product or a
2

service or an idea. Therefore, it can be said that anything that turns the attention to an article or a service or an idea might well be called as advertising. It is the power-packed process pertaining to the dissemination of information concerning an idea, service or a product to impel an action in line with the intension of an advertiser . Advertising is salesmanship in print. It is the magnate that motivates the world of business. It is the mainstay of human civilization and the corner-stone of culture. It is a tantalizing technique of popularizing a product. It is that magic force which turns an instinct into acquisition, a desire into demand and a dream into reality by influencing the consumption, directing the production, diverting the distribution and affecting the very course of exchange. STANDARD DEFINITION According to Philip Kotler, Advertising is any paid form of non-personal presentation & promotion of ideas, goods, or services by an identified sponsor. In simple words, Advertising is a means of informing and communicating essential information. C.H. SANDGE AND V.FRYBURGER: Advertising is multi-dimensional; a powerful marketing tool; a component of economic system; a means of financing the mass media; a social institution; an art form; an instrument of business management; a field of employment and a paying profession.

OUTSTANDING ATTRIBUTES OF ADVERTISING:

1. It is Mass-Communication process: mass Every piece of advertising guarantees satisfaction of human wants and wants stem from needs and desires. Advertisers manufactures and dealers-use this
3

media to communicate the message to the target audience. Communication costs and hence, it is speedy and all pervasive as it is purely commercial. 2. It is Informative in Action: Each and every advertisement is piece of information to the listeners, readers, viewers and onlookers. An advertisement announces the arrival of a new product, talks about its special features and explains the best use of the product. Thus, today, CAMAY toilet soap is introduced by Godrej Soaps Limited of international quality in two varieties as classic and natural. 3. It is a Persuasive Act: Persuasion is the power of advertising. It is its stock or strength. Advertising in any form contains persuasion because, the major function of advertising copy and the art-work is to persuade the reader or the listener or the viewer. There is a kind of logical process of persuasion known as A-I-D-A formula. That is, an advertisement draws the ATTENTION, creates INTEREST, converts interest into DESIRE and DESIRE into ACTION. Thus, advertising is the greatest art of persuasion. 4. It is a Competitive Act: In todays world of business, competition is keen, acute and cut-throat. Competition is of two types namely, quality and price. In both the cases, the change in quality standards and price are to be brought to the notice of the target audience. 5. It is not the part of product: It is true that product price includes advertising cost but we do not consume advertising with the product or a service. It is to put this way, that advertising is the total benefit that the consumer derives through the use of a product or a service.It is because, each ad has a theme, a great selling idea, hints for better use and best results and so on.

6.

It is paid-for:

Advertising; as an activity, is not possibly free of cost. If it is not paid for, it is a publicity or a propaganda or a rumour where the person may or may not spend. Advertising as an act of persuasion is deliberate and planned one and the sender of the message has to foot the bill. Whatever may be the media, each medium and media vehicle costs the advertiser. 7. It has an Identified Sponsor: Each and every advertisement is sponsored by a manufacturer or dealers on behalf of manufacturers. His identity is known. That is, on each product package or advertisement copy in any form, we come to know about the name of the advertiser-may be the manufacturer or the marketer through the name, brand or logo. 8. It is Non-personal presentation: Advertising is an impersonal attempt to present the message regarding a product, or a service or an idea. That is, the advertiser makes use of convenient and viable media and media vehicle to pass on his ad message to the target audience or target market. That is why, it is called as salesmanship in print. In other words, the manufacturer and consumers are not in direct or personal contact with one another. Thus, no TATA, BATA, Bhagat Ram and so on comes personally to tell about their products, services and ideas.

ADVERTISING AS A TOOL OF MARKETING:

In the dynamic world of marketing, advertising becomes an integral part because the marketing mix which is the greatest weapon of which sub-mix is communication or promotion-mix. Advertising becomes a major marketing tool. Let us examine its key role as a tool of marketing management.

1.

Promotion Mix is the Strongest Component:

Marketing mix as a part of internal environment is an attempt to meet the needs of the consumers who are unique. This marketing mix basically deals with four Ps namely- Product, Price, Place and Promotion. Product mix tries to meet product variables of target market ; Price variable attempt to match price expectations of consumers ; Place variables speak of meeting the geography, adequacy and time dimensions of consumers. However, communication or promotion mix does a lot more. Advertising is the strongest tool because it is an informer, educator,entertainer, persuader, and a cheat above all. 2. It has the capacity of Generating Sales Turnover: Advertising wars are going on very vehementally in the area of marketing of products, services and ideas. Take the case of COCACOLA and PEPSI aerated coloured water where each company has a budget of 4000 crores of rupees. The slogans change, the product remains the same, the packings or size of bottles change, but ad expenditure has not changed. We see cocacola recently had slogan Life ho to Aisi. Pepsi says Dil Maange More. 3. It builds a loyal customer: Customer creation is one thing and retaining him is another. Retaining a customer warrants value creation that is the customer should feel that he is really paying much less than what he is supposed to. This results in creating not only customer creation but also satisfied or even delighted customer. 4. It helps in building the future edifice of business empire: Advertising as a creative activity, involves research and different dimensions of research will pave the way for understanding the future needs of changing customer needs and behavior. As a result, the marketing mix undergoes a change, target markets change and accordingly product portfolio undergoes a change.
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ADVERTISING COVERAGE:
Advertising Coverage stands for the classification of advertising on the basis of differing levels of coverage or its impact on the prospects. Advertising Coverage is seen from different angles by different people engaged in this vast vista of advertising. The most common ways of classification bases are- GEOGRAPHIC National, Regional and Local ; AUDIENCEConsumer, industrial, tradeand professional ; DEMANDPrimary and Secondary ; ActionDirect and Indirect ; TARGETProduct, Service and Institution ; MediumIndoor, Outdoor, Direct and Promotional. This classification is likely to be more clear with a brief description of each category. 1. GEOGRAPHIC COVERAGE: Advertising reaches the people, may be prospects or the consumers, through different media which are classified on the basis of geographic coverage as International, National, Regional and Local. International advertising is known as global, worldwide advertising that communicates the target group ad message all over the world about products, services and ideas. National advertising is known by other names as general or foreign signifies that type of advertising done by the manufacturers on a nation-wide scale to stimulate the demand for his products among the final users. Regional advertising is confined to a particular region of the country that is, or the consumers of a specific part as their needs differ from others both geographically and seasonally.

Local advertising otherwise known as retail advertising is confined to a particular trading area, a city or a town. It is known as retail advertising as it is undertaken by the retailers. FIG1: INTERNATIONAL ADVERTISING COPY

FIG 2: NATIONAL ADVERTISING COPY

2.

AUDIENCE COVERAGE:

From the stand-point view of the group which the advertising is designed to influence, four types of audiences can be possibleConsumer, Industrial, Trade and Professional. Consumer advertising is usually restricted to that of advertising which is directed at the ultimate consumersmanufacturer or a retailer. It is directed at the ultimate individual who buys the product for himself or for the use of his households. Industrial advertising is that advertising done by the manufacturers of the distributors of the industrial goods to stimulate the demand among the industrial users. Trade advertising is one which is undertaken by the manufacturers and producers to stimulate the wholesalers and the retailers to stock and sell the goods of those manufacturers and producers only. Professional advertising is one that is done by the producers and the distributors who are depending on the professional people to recommend, specify and prescribe their products to the ultimate users. 3. DEMAND COVERAGE:

The demand for a given product can be classified as primary and secondary. Primary or general demand advertising is designed to increase the sales or a demand for a type or class of productsmay be consumer durable like television sets, furniture items, clothing or non-durable like tea, coffee, cigarettes, foodproducts as a whole. The aim is to get the initial or the starting demand for the products for the group as a whole so as to get established in the market or markets. With this common advertising, once the demand starts picking up, the producers move over to secondary or specific demand advertising to stimulate the

demand for a particular brand or brands of a specific producer or a manufacturer. Thus, Brooke Bond India Limited advertises about its brands like Taj Mahaletc. 4. ACTION COVERAGE:

One of the major aims of advertising is to get desired action from the interested persons. The action so covered can be Direct or Indirect. That is why, the advertising can also be DIRECT OR INDIRECT ACTION ORIENTED. Direct action advertising is one which is designed to obtain some immediate response from the reader or the listener. Practically, all the mail or speciality advertising is of this type. It attempts to induce the reader to order the merchandise quite immediately. Indirect action advertising is designed to influence the reader or the listener to have a favourable impression or image of a brand so that when the prospect decides to buy that brand, he or she will determine to buy that advertised brand than those of rivals. 5. TARGET OR ITEM COVERAGE:

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

10

FIG3: CONSUMER ADVERTISING COPY

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

11

FIG 4: INDUSTRIAL ADVERTISING COPY

ADVERTISING PLANNING AND ITS IMPORTANCE:

Advertising planning is managerial responsibility of giving and advertising plan. An advertising plan is a statement about advertising for a particular product or a service or an institution for the future. The plan states the goals and describes in full the details and the nature of advertising programme of a company. Though it is for the period of one year, may stretch over five years. Advertising plan and planning fall within the corporate plans and planning process because advertising is a specific activity of marketing efforts which is only an integral part of total corporate activities. A successful advertising plan touches five ingredients namely 1. 2. 3. 4. 5. The goals of the advertiser ; The strategies to accomplish the spell out goals; Specific tactics that will be followed in carrying out the creative and media strategies of the advertiser; Description of the kinds of tastes; and Description of advertising research.
12

The advertising planning process imposes a discipline upon the creation and implementation of advertising programmes of the undertaking. Therefore, it warrants vital decisions in five areas namelyfinance, frequency, media, creative strategy and testing.

THE STEPS IN ADVERTISING PLANNING PROCESS:

An advertising plan for any unit integrates the creative function of advertising with other functional areas of business management. It is because, advertising planning is only an element or component of overall company plan. The process of planning an advertising compaign is systematic and logical and, therefore, establishes clear linkages between the advertising and other components of the marketing-mix. Planning of an advertising program calls for the use of funnel approach beginning with macro and micro environmental determinants to arrive at marketing strategy leading to the shaping of advertising goals. TWELVE STEPS are involved in successful advertising planning. These are: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. Indepth study of macro and micro environmental factors. Determining organizational goals. Defining target market. Conducting of marketing research. Defining marketing objectives. Defining the marketing plan. Determining the advertising strategy. Determining advertising goals. Preparation of advertising budget. Testing the advertising plan. Executing the advertising plan.

12. Evaluating the advertising plan.

13

FOLLOWING ARE THE EXPLANATION OF THE STEPS IN ADVERTISING PLANNING PROCESS:

STEP ONE: STUDY OF MACRO AND MICRO ENVIRONMENT: Advertising plan or planning cannot exist in vacuum. Hence, it must study in details in the first the external environmental factors that surround the organization. These are macro environmental factors which are external to the firm such as social, economical, ethical, political, physical and technological including ecological. On the other hand, micro environmental factors re those which are internal to the organization. STEP TWO: SETTING OF ORGANISATIONAL GOALS: In this, the organization is to set goals in which direction or directions are to move. There cannot be any organization without the organizational goals as they provide direction. STEP THREE: DEFINING THE TARGET MARKET: Market stands for people with purchasing power and willing to accept your products and services or ideas. Here the target market is one on which the company wants to concentrate. It is a group of customers it wants to serve. STEP FOUR: CONDUCTING MARKETING RESEARCH: It is the beginning of real work of market planning and hence advertisement or advertisement planning. Marketing research is the radar to a navigator or a dictionary to a writer. Its scope is vast and covers all the four Ps of marketing-mix, namely, Product, Price, Promotion and Place.

14

STEP FIVE: DEFINING MARKETING OBJECTIVES: The marketing goals cannot be repugnant to the corporate goals because marketing is a division of any organization where other divisions do have to co-exist to support each other. STEP SIX: DESIGNING A MARKETING PLAN: It is the instrument to implement the marketing concept. It is one which links the firm and the markets. It is the foundation for all corporate planning. STEP SEVEN: DETERMINING MARKETING STRATEGIES: The marketing objectives, goals and targets give birth to policies and strategies. That is to achieve goals, the firm must have a set of policies and strategies. A policy is a broad guideline for thinking and action. A strategy is that consistent body of policies, objectives and programmes that enable the manager to get best results by optimizing capabilities, resources and opportunities. STEP EIGHT: DETERMINING ADVERTISING GOALS: These goals are the objectives which stem from the give and take across the table. It is essentially a compromise over the basic objectives spelled out by the team of experts and authorities by top level. STEP NINE: PREARATION OF ADVERTISING BUDGET: Any advertising plan covers the areas of media selection, their share in total outlay, scheduling and the like. Once, media selection is done, its preparation or designing takes place. STEP TEN: TESTING THE ADVERTISING PLAN: The advertising plan which has sought the approval and financial sanction is to be implemented as to its
15

content, in terms of amount, time, media-mix and so on. Planning of advertisement activity is really creative but implementing it is equally challenging. Advertising testing, here stands for pre-testing. That is for seeing any snags in the plan before implementing. STEP ELEVEN: EXECUTING THE ADVERTISING PLAN: The advertising plan setting appropriate goals, planning the operation and putting the pla1n into action and monitoring the implementation are continuous and logical activities. An advertising budget is a plan that sets the limits on the advertising expenditure, states how expenses will be allocated and controls the disbursement of funds earmarked over period of time, normally one year. STEP TWELVE: EVALUATING THE ADVERTISING PLAN: Evaluation of advertising effectiveness refers to the managerial exercise aimed at relating the advertising results to the established standards of performance and objectives so as to assess the real value of advertising performance. This evaluation exercise is also known as advertising research.

16

CHAPTER-2

17

OBJECTIVES OF THE STUDY

This research is conducted with a view to study the Impact of advertisement on the buying behaviour of urban and rural teenagers in Ludhiana city.

To determine the awareness of advertisements among the urban and rural teenagers in Ludhiana city.

To compare out the influence of advertisements on consumption between urban and rural teenagers in Ludhiana city.

To analyse various attributes of advertisements leading to purchase behaviour among urban and rural teenagers in Ludhiana city.

To study the post purchase behaviour towards advertisements among urban and rural teenagers in Ludhiana city.

18

CHAPTER-3 RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
19

RESEARCH It is regarded as systematic process is any form of systematic and arranged investigation to organize facts or gather data, and is often related to a problem that has to be solved. Research is the study of materials, sources and data in order to get conclusions. This project describes the methodology adopted for conducting the comparative study on various urban and rural teenagers. RESEARCH METHODOLOGY It enumerates the description of the sampling plan, research instruments used for the collection of data, pre-testing of questionnaires, the use of statistical tools and the techniques for the analysis of the collected data. RESEARCH PLAN To meet the objectives of the study undertaken, descriptive research type was adopted. DISCRIPTIVE RESEARCH DESIGN It is an arrangement of plan, which guides the collection of data and analysis of data. The purpose of research design is to ensure that the data collected is accurate and relevant. Any research work requires clarity of objectives to be achieved effectively. Research design is so chosen that the analysis is accurate. SELECTION OF POPULATION Due to constraints, the study has been conducted in the city of Ludhiana. The population for the research were the urban and rural teenagers. SELECTION OF SAMPLE

Sampling unit: consisted of teenagers (13-19 Yrs.)

20

Sampling size: The sample for this research was 50 respondents.

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

The questionnaire included different type of questions which were aimed at knowing the instant and unbiased response of the respondents.

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

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

DATA ANALYSIS AND INTERPRETATION TECHNIQUES

21

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

22

CHAPTER-4
DATA ANALYSIS AND INTERPRETATION

23

DATA ANALYSIS AND INTERPRETATION

Q.1 Do you watch advertisement on Television? Particulars Urban Rural Total No. of Respondents 30 20 50 Percentage of Respondents (%) 60 40 100

40% 60%

Urban Rural

ANALYSIS: Out of 50 respondents, 60% urban people prefers advertisement on Television and 40% rural people prefers watching advertisement on Television. Interpretation: Majority urban people prefers watching advertisement on Television.

24

Q.2

What type of advertisement preferred by you? No. of Respondents Urban 15 10 10 5 Rural 5 5 0 0 Total No. of resp. 20 15 10 5 50 Percentage of Respondents (%) Urban Rural 30 10 20 10 20 0 10 0 80 20

Preferences T.V. Advt. Newspaper adv. Magazine advt. Others Total

Total % 40 30 20 10 100

30 25 No.of Respondents 20 15 10 5 0

30

20

20

10

10

10

Urban Rural

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

0 Others

Analysis: Out of 50 respondents, 30% urban people & 10% rural people prefers TV Advertisement. 20% urban people & 10% rural people prefers newspapers advertisement. 20% urban people prefers magazine advertisement. 10% urban people prefers other advertisement. Interpretation: Majority prefers T.V. Advertisements.

25

Q.3

For how many hours do you watch Television daily? Time Period No. of Respondents Urban Rural 10 5 15 5 10 5 Total No. of respondents 15 20 15 50 Percentage of Respondents (%) Urban Rural 20 10 30 10 20 10 70 30

Total % 30 40 30 100

Less than 1 hour 1-2 hours More than 3 hours Total

30 No. of Respondents 25 20 15 10 5 0 Less than 1 hour 10 20

30

20

10

10

Urban Rural

1-2 hours Time Period

More than 3 hours

Analysis: Out of 50 respondents, 20% urban people and 10% rural people prefer watching T.V. less than 1 hr. daily. 30% urban people & 10% rural people prefers watching TV. 1-2 hrs daily. 20% urban people & 10% rural people prefers watching TV more than 3 hrs. daily. Interpretation: Majority prefers to watch T.V. 1-2 hrs. daily.

26

Q.4

At what time do you watch television the most? No. of Respondents Time Total No. of respondents 5 10 15 5 10 5 50 Percentage of Respondents (%) Urban Rural 8 2 10 10 20 10 8 2 10 10 10 0 66 34

Total % 10 20 30 10 20 10 100

7am-10am 10am-1pm 1pm-4pm 4pm-7pm 7pm-10pm After 10pm Total

Urban 4 5 10 4 5 5

Rural 1 5 5 1 5 0

20 18 No. of Respondents 16 14 12 10 8 6 4 2 0 2
8 10 10

20

10
8

10 10

10

Urban Rural

2 0

7am-10am 10am-1pm 1pm-4pm 4pm-7pm 7pm-10pm After 10pm

Time

Analysis: Out of 50 respondents, 8% urban people and 2% rural people prefers to watch TV at 7am-10am. 10% urban people and 10% rural people prefers to watch TV at 10am-1pm. 20% urban people & 10% rural people prefers to watch TV at 1pm-4pm. 8% urban people and 2% rural people prefers to watch TV at 4pm -7pm. 10% urban people & 10% urban people prefers to watch TV after 10pm.

27

Interpretation: Majority prefers to watch TV at 1pm 4 pm. Q.5 What are your favourite entertainment channels? Channels Zee TV SAB TV Star Plus Sahara TV Sony TV DD National Total
20 18 16 14 12 10 8 6 4 2 0 No.of Respondents

No. of Respondents Urban 5 4 10 3 10 3 Rural 0 1 5 2 5 2

Total No. of respondents 5 5 15 5 15 5 50

20

Percentage of Respondents (%) Urban Rural 10 0 8 2 20 10 6 4 20 10 6 4 70 30

Total % 10 10 30 10 30 10 100

20

10 8

10 6 4 2 0

10

Urban
6 4

Rural

Zee TV

SAB TV Star Plus Sahara Sony TV DD TV National

Channels

Analysis: Out of 50 respondent, 10% of urban people prefers Zee TV as their favourite entertainment channel. 8% urban people and 2% rural people prefers SAB TV as their favourite channel. 20% urban people & 10% rural people prefers STAR PLUS as their favourite channel. 6% urban people and 4% rural people prefers Sahara TV channel as their favourite one. 20% urban people and 10%rural people prefers Sony TV as their favourite channel. 6%urban people and 4%rural people prefers DD national channel as their favourite channel.
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Interpretation: Majority prefers STARPLUS and SONY TV as their favourite channels. Q.6 Why do you watch advertisement on Television? Particulars Only for watching TV Obtain information about product There is no alt so you watch them Others Total
30

No. of Respondents Urban Rural 10 5 15 5 3 5 2 5

Total No. of respondents 15 20 5 10 50

Percentage of Respondents (%) Urban Rural 20 10 30 10 6 10 66 4 10 34

Total % 30 40 10 20 100

30

No. of Respondents

25 20 15 10 5 0 Only for Obtain into watching TV about ppt There is no alt so you watch them Others 20

10

10
6

10

10

Urban Rural

Particulars

Analysis: Out of 50 respondent, 20% of urban people and 10% of rural people prefers watching advertisement on TV only for watching TV, 30% of urban people and 10% of rural people prefers watching advertisement on TV to obtain information about product, 6% urban people & 4% rural people prefers watching advertisement on TV as there is no other alternative. 10% urban people and 10% rural people prefers watching advertisement on TV just to entertain.
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Interpretation: Majority prefers to watch advertisement on TV so as to obtain information about a product. Q.7 Do you like to see the advertisement in between the programme you watch? Particulars Urban Rural Total No. of respondents 40 10 50
80 80 70 No. of respondents 60 50 40 30 20 10 0 Urban Particulars Rural 20

Percentage of respondents 80 20 100

Analysis: Out of 50 respondents, 80% urban people & 20% rural people prefers to see the advertisement in between the programme they watch. Interpretation: Majority urban people prefers to see the advertisement in between the programme they watch.

30

Q.8

Do you always pay attention on Television Advertisement? No. of Respondents Urban Rural 10 5 5 0 10 10 4 1 2 3 Total No. of respondents 15 5 20 5 5 50
20 20

Particulars Always Mostly Sometime Rarely Never Total

20

Percentage of Respondents (%) Urban Rural 20 10 10 0 20 20 8 2 4 6 62 38

Total % 30 10 40 10 10 100

20 18 16 14 No. of respondent 12 10 8 6 4 2 0

10

10 8 6 4 2 0 Urban Rural

Always

Mostly

Sometime Particulars

Rarely

Never

Analysis: Out of 50 respondents, 20% urban people and 10% rural people prefers always to pay attention on TV advertisement. 10% urban people mostly prefers to pay attention on TV advt. 20% urban people and 20% rural people sometimes prefers to pay attention on TV advt. 8% urban people and 2% rural people rarely prefers to pay attention on TV advt. 4% urban people and 6% rural people never prefers to pay attention on TV.
31

 Interpretation:

Majority prefers sometimes to pay attention on T.V.

advertisement. Q.9 Have you purchased any product after watching the advertisement on Television? Particulars Urban Rural Total No. of respondents 40 10 50
80 80 70 No. of respondents 60 50 40 30 20 10 0 Urban Particulars Rural 20

Percentage of respondents 80 20 100

Analysis: Out of 50 respondents, 80% urban people and 20% rural prefers to purchase product after watching the advertisement on TV. Interpretation: Majority urban people prefers to purchase the product after watching the advt. on TV.

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Q.10 What is your satisfaction level about those product which you have purchased after watching the advertisement on Television? Level of satisfaction Fully satisfied Satisfied Neutral Dissatisfied Fully dissatisfied Total
20 18 16 20

No. of Respondents Urban Rural 10 5 5 0 10 10 4 1 2 3

Total No. of respondents 15 5 20 5 5 50

Percentage of Respondents (%) Urban Rural 20 10 10 0 20 20 8 2 4 6 62 38

Total % 30 10 40 10 10 100

20 20

No. of respondents

14 12 10 8 6 4 2 0 Fully satisfied 0 Satisfied Neutral Dissatisfied Fully dissatisfied 2 4 10 10 8 6 Urban Rural

Level of satisfaction

Analysis: Out of 50 respondents,

20% urban people and 10% rural people prefers fully satisfaction level about those

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

Total % 40 30 10 10 10 100

Never Rarely Sometime Mostly Always 0

6 8 6 10 10 20 30 15 20 25 30

Particulars

10

No. of Respondents

Analysis: Out of 50 respondents, 30% urban people and 10% rural people always think that advertisement increases the sale of a product. 20% urban people and 10% rural people mostly think that advertisement increases the sale of a product. 6% urban people and 4% rural people sometimes think that advertisement increases the sale of the product. 8% urban people and 2% rural people rarely thinks that advertisement increase the sale of a product. 6% urban people and 4% rural people never thinks that advertisement increase the sole of a product. Interpretation: Majority always think that advertisement increase the sale of a product.
34

Q.12 Which promotional offers attract you most? No. of Respondents Offers Free gifts Price offers Any other None Total Urban 15 10 3 1 Rural 5 10 2 4 Total No. of respondents 20 20 5 5 50 Percentage of Respondents (%) Urban Rural 30 10 20 20 6 4 2 8 58 42 Total % 40 40 10 10 100

40 35 No. of Respondents 30 25 20 15 10 5 0 Free gifts Price offers Any other Offers 30 20 4 6 Rural Urban 10 20

8 2 None

Analysis: Out of 50 respondents, 30% urban people and 10% rural people prefers free gifts as promotional offers attract them the most. 20% urban people and 20% rural people prefers price offer. 6% urban people and 4% rural people prefers any other promotional offer which about them the most. 2%urban people and 8%rural people prefers no promotional offer. Interpretation: Majority prefers free gifts or price offers as promotional offers which attract them the most.
35

Q.13 Does a personalitys (like AMITABH BACCHAN, AKSHAY KUMAR OR KATRINA KAIF) participation in advertisement of a brand influence your decision of buying a particular product? Influence Yes Not completely No Total
40

No. of Respondents Urban Rural 20 10 10 5 3 2

Total No. of respondents 30 15 5 50

Percentage of Respondents (%) Urban Rural Total 40 20 60 20 10 30 6 4 10 66 34 100

40 35 30 25 20 15 10 5 0

20

20 Urban Rural 10 6 4

Analysis: Out of 50 respondents, 40% urban people and 20% rural people prefers that a personality participation in advertisement of a brand influence their decision of buying a particular product. 20% urban people and 10% rural people do not completely prefers that a personality participation in advertisement of a brand influence their decision of buying a particular product . 6% urban people and 4% rural people do not prefers that personality participation in advts. of a brand influence their decision of buying a particular brand of a product. Interpretation: Majority people prefers that a personalitys participation in advertisements of a brand influence their decision of buying a particular brand of a product.
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No.of respondents Yes

Not completely Influence

No

Q.14 What do you watch on Television? No. of Respondents Urban Rural 10 5 5 0 3 2 10 5 3 2 5 0 Total No. of respondents 15 5 5 15 5 5 50
20

Particulars News & Talk shows quiz game or cartoon Music shows Dramas & movies Religious programme Beauty tips & cooking Total
20 18 16 No. of respondents 14 12 10 8 6 4 2 0 10 20

Percentage of Respondents (%) Urban Rural Total 20 10 30 10 0 10 6 4 10 20 10 30 6 4 10 10 0 10 72 28 100

10 6 4 0

10 6 4

10 Urban Rural

0
Music shows Dramas & movies Religious programme Beauty tips & cooking

News & Talk quiz game or shows cartoon

Particulars

Analysis: Out of 50 respondent, 20% urban people and 10% rural people prefer to watch news and talk shows on TV. 10% urban people prefers to watch quiz game and cartoons on TV. 6% urban and 4% rural people prefers to watch music shows on TV. 20% urban people and 10% rural people prefers to watch dramas and movies on TV. 6% urban people and 4% rural people prefers to watch religious programmes. 10% urban people prefers to watch beauty tips and cooking on TV.

37

Interpretation: Majority prefers to watch news and talk shows and dramas and movies on T.V. Q.15 How do you spend your free time? No. of Respondents Urban Rural 10 5 15 5 3 2 4 1 2 3 Total No. of respondents 15 20 5 5 5 50
30

Particulars Doing clg work Watching TV Listening Music Gossiping with friend Doing household chores Total
30 25 No. of respondents 20 15 10 5 0 10 20

Percentage of Respondents (%) Urban Rural Total 20 10 30 30 10 40 6 4 10 8 2 10 4 6 10 68 32 100

10 6 4

8 4 2

Urban 6 Rural

Doing clg Watching TV Listening work Music Particulars

Gossiping with friend

Doing household chores

Analysis: Out of 50 respondents, 20% urban people and 10% rural people prefers to spend their free time by doing dg. Work. 30% urban people and 10% rural people prefers to spend their free time by watching T.V. 6% urban people and 4% rural people prefers to spend their free time by listening music. 8% urban people and 2% rural people prefer to spend their free time by gossiping with friends.
38

 4% urban people and 6% rural people prefers to spend their free time by doing

household chores . Interpretation: Majority prefers to spend their free time by watching T.V. Q.16 Are you free to purchase dress of your choice? No. of Respondents Urban Rural 15 5 10 5 5 10 Total No. of respondents 20 15 15 60 Percentage of Respondents (%) Urban Rural Total 30 10 40 20 10 30 10 20 30 60 40 100

Particulars Yes To some extent No Total

30

30 25 No. of respondents 20 15 10 5 0

20

20

10

10

10

Urban Rural

Yes

To some extent Particulars

No

Analysis: Out of 50 respondent, 30% urban people and 10% rural people are free to purchase dress of their own choice. 20% urban people and 10% rural people prefers to purchase dress of their own choice to some extent. 10% urban people and 20% rural people do not feel free to purchase dress of their own choice.
39

Interpretation: Majority prefers free to purchase dress of their own choice. Q.17 The reasons for choosing a particular brand of product are: No. of Total Percentage of Particulars Respondents No. of Respondents (%) respondents Urban Rural Urban Rural Total Trust in that brand 15 5 20 30 10 40 T.V. Commercials 10 5 15 20 10 30 Any other reason 10 5 15 20 10 30 Total 50 70 30 100
30

30 25 No. of respondents 20 15 10 5 0

20

20

10

10

10

Urban Rural

Trust in that brand

T.V. Commercials

Any other reason

Particulars

Analysis: Out of 50 respondent, 30% urban people 10% rural people prefers that they have trust in the brand of that product 20% urban people and 10% rural people prefers T.V. commercials helps in choosing a particular brand of a product. 20% urban people and 10% rural people prefers that there is any other reason in choosing product.
40

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

CHAPTER-5

41

FINDINGS

60% Urban people and 40%rural people prefers advertisement on TV. 30% urban people and 10%rural people prefers TV advertisement. 20% urban people and 10%rural people prefers newspaper advertisement. 20% urban people prefers magazine Advertisement. 10%urban people prefers other advertisement. 20%urban people and 10%rural people prefers watching TV less than 1 hr 30%urban people and 10%ruarl people prefers watching TV 1-2 hrs. daily. 20%urban people and 10%rural people prefers watching TV more than 3 8%urban people and 2%rural people prefers to watch TV at 7am-10am. 10%urban people and 10%rural people prefers to watch TV at 10am-1pm. 20%urban people and 10%rural people prefers to watch TV at1pm-4pm. 8%urban people and 2%rural people prefers to watch TV at 4pm-7pm 10%urban people prefers to watch TV after 10 pm. 10%urban people prefers ZEE TV as their favourite channels. 8%urban people and 2%rural people prefers SAB TV as their favourite ,20%urban people 10%rural people prefers STAR PLUS as their favourite 6%urban people 4%rural people prefers SAHARA TV as their favourite 20%urban people and 10%rural people prefers SONY TV as their favourite

daily.

hrs. daily.

channels.

channels.

channels.

channels.

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6% urban people and 4%rural people prefers DD NATIONAL as their 20%urban people and 10%rural people prefers watching advertisement on 30%urban people and 10%rural people prefers watching advt.on TV to 6%urban people and 4%rural people prefers watching advt.on TV as there is 10%urban people and 10%rural people prefers watching advt .on TV just to 80%urban people and 20%rural people prefers to see the advt.in between 20%urban people and 10%rural people prefers always to pay attention on 10%urban people mostly prefers to pay attention on TV advt.

favourite channels.

TV only for watching TV.

obtain information about product.

no other alternative .

entertain.

the programme they watch.

TV advt.

20%urban people and 20%rural people sometimes prefers to pay attention on TV advt.

8%urban people and 2%rural people rarely prefers to pay attention on TV

advt. 4%urban people and 6%rural people never prefers to pay attention on TV advt. 80%urban people and 20%rural people prefers to purchase product after watching the advt. on TV.

20%urban people and 10%rural people feel full satisfied about those product 10%urban people feel satisfied about those products which they purchased
43

which they purchased after watching the advt.on TV.

after watching the advt.on TV.

20%urban people and 20%rural people prefers neutral satisfaction level. 8%urban people and 2%rural people feel dissatisfied. 4%urban people and 6%rural people feel fully dissatisfied. 30%urban people and 10%rural people always think that advt. increases the 20%urban people and 10%rural people mostly think that advt. increases the 6%urban people and 4%rural people sometimes think that advt. increases the 8%urban people and 2%rural people rarely thinks that advt. increases the 6%urban people and 4%rural people never thinks that advt. increases the 30%urban people and 10%rural people prefers free gifts as promotional 20%urban people and 20%rural people prefers price offers as promotional 6%urban people and 4%rural people prefers any other promotional offer. 2%urban people and 8%rural people prefers no promotional offers. 40%urban people 20%rural people prefers that a personalitys participation 20%urban people and 10%rural people do not completely prefers that a

sale of a product.

sale of a product.

sale of a product.

sale of a product.

sale of a product.

offers .

offers.

in advt. of a brand influence their decision of buying a particular product.

personalitys participation in advt. of a brand influence their decision of buying a particular product.

6%urban people and 4%rural people do not prefers that a personalitys

participation in advt .of a brand influence their decision of buying a particular product.
44

20%urban people and 10%rural people prefer to watch news and talk shows 10%urban people prefers to watch quiz game and cartoons on TV. 6%urban people and 4%rural people prefers to watch music shows on TV. 20%urban people and 10%rural people prefers to watch dramas and movies 6%urban people and 4%rural people prefers to watch religious programme

on TV .

on TV.

on TV. 10%urban people prefers to watch beauty tips and cooking on TV.

20%urban people and 10%rural people prefers to spend their free time by 30%urban people and 10%rural people prefers to spend their free time by 6%urban people and 4%rural people prefers to spend their free time by 8%urban people and 2%rural people prefers to spend their free time by 4%urban people and 6%rural people by doing household chores. 30%urban people and 10%rural people are free to purchase dress of their 20%urban people and10%rural people prefers to purchase dress of their own 10%urban people and 20%rural people do not feel free to purchase dress of 30%urban people and 10%rural people prefers that they have trust in the

doing college work.

watching TV.

listening music.

gossiping with friends.

own choice.

choice to some extent.

their own choice.

brand of that product .

45

20%urban people and 10%rural people prefers TV commercials helps in 20%urban people and 10%rural people prefers that there is any other reason

choosing a particular brand of a product.

in choosing a product.

CHAPTER-6

SCOPE AND LIMITATION OF THE STUDY

46

SCOPE AND LIMITATION OF THE STUDY SCOPE

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

LIMITATION OF THE STUDY

Due to resources and time constraints the study was limited to the Ludhiana city. Sample was chosen according to the convenience and such sample might not be representative of the universe. Being an opinion survey the personal biases of the respondents might have entered in their responses. As this study and its result are based on primary data, the probability of personal bias cannot be overruled.

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

It cannot be accepted as a piece of excellence and is limited to the knowledge and experience of a teenager.

47

CHAPTER-7

48

CONCLUSION
The study suggests that urban teenagers like television advertising more than their rural counterparts. TV advertising has enhanced their involvement in product selection and purchase. They prefer to buy and experiment with the new products. Urban teenagers collectively decide with their family members, products to be purchased due to exposure to TV advertisements while it is not so with their rural counterparts. The rural teenagers do not agree to buy the advertised products if they do not require them. They like the advertisements of the products they are already using and believe that the quality of the product is as good as expected from TV advertisements. It can also be concluded that there is a considerable variation in the perception of both rural and urban teenagers on the issue that demand for product purchase is influenced by TV advertisements. Further, the study also revealed that the buying behaviour of male teenagers is more influenced by television advertisements than their female counterparts.

49

CHAPTER-8

50

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

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CHAPTER-9

52

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

Website: www.google.com www.docstoc.com www.slideshare.com www.ask.com

53

CHAPTER-10
ANNEXURE

54

QUESTIONNAIRE
Dear Respondents, I, Neha Jain, student of BBA IIIrd of KHALSA COLLEGE FOR WOMEN. I am conducting a Survey on Impact of Advertising on Urban and Rural Teenagers Buying Behaviour. Kindly help me in filling the questionnaire completely.

Name Address Phone No.

: : :

.................................................................................... .................................................................................... ...........................................................................................

Q.1 : Do you watch advertisement on Television ? Yes [ ] No [ ] Q.2 : What type of advertisement preferred by you ? T.V. Advertisement [ ] Newspaper advertisement [ ] Magazine advertisements [ ] Any other (specify) _________________

Q.3

For how many hours do you watch Television daily ?

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

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

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

Q.5. Which is your favorite entertainment channels ?

1) 3) 5) Q.6. Zee T.V. Star plus Sony T.V. [ ] [ ] [ ] 2) SAB T.V. 4) Sahara T.V 6) DD National [ ] [ ] [ ]

Why do you watch advertisement on Television ?

55

Only for watching them Obtain information about product There is no alternative so you watch them Any other Q.7.

[ [ [ [

] ] ] ]

Do you like to see the advertisement in between the programme you watch? Yes [ ] No [ ] Do you always pay attention on Television advertisement ? Always [ ] Mostly [ ] Sometime [ ] Rarely [ ] Never [ ] Have you purchased any product after watching the advertisement on Television? Yes [ ] No [ ]

Q.8.

Q.9.

Q.10 What is your satisfaction level about those product which you have purchased after watching the advertisement on Television ? Fully satisfied Satisfied Neutral Dissatisfied Fully dissatisfied

Q.11. Do you think advertisement increase the sale of product ? Always Sometime Never [ [ [ ] ] ] Mostly Rarely [ [ ] ]

Q.12 Which promotional offers attract you most? Free gifts [ ] Price offer [ ] Any other [

Q.13 Does a personalitys (Like AMITABH BACCHAN, AKSHAY KUMAR or KATRINA KAIF) participation in advertisement of a brand influence your decision of buying a particular brand of a product?
56

Yes

Not completely

No

Q.14 What do you watch on Television? News & Talk Shows [ Quiz Game & Cartoons [ Music Shows [ Dramas and Movies [ Religious Programme [ Beauty Tips and Cooking [ Q.15 How do you spend your free time? Doing dg. work [ Watching TV [ Listening Music [ Gossiping with friends [ Doing household chores [

] ] ] ] ] ]

] ] ] ] ]

Q.16 Are you free to purchase dress your choice? Yes [ ] To some extent No [ ]

Q.17 The reasons for choosing a particular brand product are:Trust in that brand TV Commercials Any other reasons

PROJECT REPORT ON
57

IMPACT OF ADVERTISING ON URBAN AND RURAL TEENAGERS BUYING BEHAVIOUR IN LUDHIANA

Submitted to Panjab University, Chandigarh in partial fulfillment of the requirements for the degree of

BACHELOR OF BUSINESS ADMINISTRATION (SESSION: 2012-13)

Supervisor: Ms. Pooja Chatley (H.O.D)

Submitted By: Neha Jain B.B.A (3rd year) 14310000463

KHALSA COLLEGE FOR WOMEN LUDHIANA PREFACE

58

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

Impact of Advertising on Urban and Rural Teenagers Buying Behaviour in Ludhiana.

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

59

ACKNOWLEDGEMENT
The project report concept in B.B.A. curriculum is of immense utility to the teenagers. Projects help to assess the teenagers ability to individually conceive, conceptualize, execute and present a life-like project by making of the skills acquired during the course of study. First, I am indebted to my supervisor Ms. Pooja Chatley, (H.O.D), who put forward the idea of this project work. All the inspiration and motivation behind this work is due to her. She proved to be an ideal supervisor during my project work. Special thanks to my friends who helped me a lot all through my work. Their feedback during my work and encouragement is really appreciable. The words are simply not enough to express my gratitude for them. Thanks to Google for answering my countless questions every day. Finally, I am grateful to my family who gave me moral support during my journey towards higher studies. Special thanks to my mother Mrs. Anuradha Jain who always prays for my success. I want to confess one thing that I am nothing without all of you.

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CERTIFICATE-1
I certify that the project report, Impact of advertising on urban and rural teenagers buying behaviour in Ludhiana has been undertaken by Neha Jain, a student of Bachelor of Business Administration, Final Year, Khalsa college for Women, Ludhiana (Panjab University) for the partial fulfillment of requirement of degree of B.B.A. is an original piece of work done and that no part of this project has been submitted for any other degree, diploma, fellowship or similar title in the university or in any other university. I express my sincere gratitude to my supervisor Ms.Pooja Chatley (H.O.D.) for their valuable guidance, support and co-operation extended for completion of this project.

Neha Jain B.B.A.(3rd yr.) 14310000463

61

CERTIFICATE-2
This is to certify that the project work on Impact of Advertising on Urban and Rural Teenagers Buying Behaviour in Ludhiana is based on the view of the teenagers. This project is submitted by NEHA JAIN, a student of BACHELOR OF BUSSINESS ADMINISTRATION, Final year of Khalsa College for Women, Ludhiana (Panjab University), under the supervision of Ms. Pooja Chatley. It is further certified that this is bonafide work of the candidate and this matter embedded in this project hasnt been submitted to any other University earlier for the award of any degree to the best of my knowledge. The data sources have been duly acknowledged. Ms. Pooja Chatley (H.O.D) B.B.A. Department

62

TABLE OF CONTENTS
CHAPTER NO. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. CHAPTER TITLE INTRODUCTION OBJECTIVES RESEARCH METHODOLOGY DATA ANLAYSIS AND INTERPRETATION FINDINGS SCOPE AND LIMITATIONS OF THE STUDY CONCLUSION SUGGESTIONS BIBLIOGRAPHY ANNEXURES PAGE NO. 1-16 17-18 19-22 23-40 41-45 46-47 48-49 50-51 52-53 54-57

63