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Effect of advertising on sales – A study on 3 leading Indian two

wheeler companies
ABSTRACT
The primary point of advertisements is to make individuals mindful of the product delivered by the
company. The company produces the product primarily to address and fulfill the desires of the
customers. Advertising assumes an imperative job on changing the customer conduct and furthermore
gives new examples to obtaining or utilizing any sort of merchandise and enterprises. The advertiser, the
company, the media (printing and screen) the customers see promoting as per their wants, desire and
openings. Over the ongoing years, commercials remain the favored technique for deals advancement.
Thus, the challenge for an advertiser is to explore each conceivable road of making a notice increasingly
detectable, appealing and impellent for customers. This study brings the insights on the effect of
advertising on sales 3 Indian two-wheeler companies. In this way ad actuates individuals to choose buys
of a branded item.

Advertising helps the customers to know about the existence of various products and their prices. They
can choose from the various brands to satisfy their wants. It is very important for the customers to know
about the existence of the products available there in the market. An integral part of
marketing, advertisements are public notices designed to inform and motivate. Their objective is to
change the thinking pattern of consumer.

INTRODUCTION
Advertising and publicity is a factor which has always played a crucial role in success and growth of
companies, and has fueled the sales at a commensurate rate. It is a risk which holds very high return stake,
and is always a trump card any company owner can hold.

According to the article by Express Drive, for our project we have chosen three two-wheeler companies -
Bajaj, TVS and Hero since they have high attraction in the market and a huge popularity.

The 3 leading 2 wheeler companies of India- Bajaj, TVS and Hero; have had their sales grow exponentially
thanks to powerful advertising across the country. Bajaj Auto saw their sales go up tremendously after
the first ‘Hamara Bajaj’ ad aired in 1981; it created a sense of belonging among Indian families and soon
every Indian household had the famous Bajaj Chetak parked in their garage. The name of the scooter is
kept on famous horse of warrior Maharana Pratap of Mewar region. ‘Chetak’ depicts power and
commitment to its rider and its long lasting performance was surely one of its quality. Bajaj used this to
target the common man in India, and was successful at its attempt. Hero motors, previously known as
Hero Honda motocorp, became popular among army households, college going students and farmers
after their famous ‘Desh ki Dhadkan’ advertisement in 1990; the armed forces, in fact adopted hero honda
bikes as official logistics vehicles. Over the years we have seen TVS grow into a very established and
trustworthy brand. Since many of us have the first two wheelers from TVS A joint collaboration of TVS &
Suzuki created a machine named Fiero, which now has been discontinued by the company but its
advertisement showing the rough and tough side of the bike created a buzz at that time and made it
‘wanted’ by everyone. Whether it’s off road, dirt tracks or long highways, what we can see in the
advertisement is that the bike favors all the tricky conditions with a support of its power and technology.
CONCEPTUAL BACKGROUND
Advertising is a marketing communication that employs an openly sponsored, non-personal message to
promote or sell a product, service or idea. Sponsors of advertising are typically businesses wishing to
promote their products or services. Advertising is often gift, individuals might not remember of it. In
today's world, advertising uses each doable media to induce its message through. It will this via tv, print
(newspapers, magazines, journals etc), radio, press, internet, direct marketing, hoardings, mailers,
contests, sponsorships, posters, clothes, events, colours, sounds, visuals and
even individuals(endorsements).

The advertising trade is created of corporations that publicize, agencies that make the advertisements,
media that carries the ads, and a number of individuals like copy editors, visualizers, whole managers,
researchers, artistic heads and designers UN agency take it the walk to the client or receiver. An
organization that has to advertise itself Associate its product hires an agency. The corporate briefs the
agency on the whole, it’s representational process, the ideals and values behind it, the target
segments so on. The agencies convert the ideas and ideas to form the visuals, text, layouts and
themes to speak with the user. Once approval from the shopper, the ads continue air, as per the
bookings done by the agency's media shopping for unit.

Advertising and sales promotion are considered as the main tools of marketing communication which is
influential in attracting the attention of the customer and building brand equity. Advertising and
sales promotions are highly effective in affecting consumer purchase decisions of a particular brand.

Advertisement has proved to be a great help in brand/product awareness. People have been able to
become more aware of the products and services that are available to them. If you look back to 20-30
years from the now two wheeler companies in India relied mostly on print media or radio
advertisement. After all the advancement in technology and social media coming into picture the
advertisement have become very efficient. The Indian two wheeler brands that have been chosen for
the project i.e Hero, TVS, Bajaj they weren’t so well known in 1980’s as they weren’t able to spread their
brand awareness to the whole country. But as the media developed they gained popularity and now
they are the leaders in Indian market for two wheelers. The development of social media has bloomed
the advertising industry in different manner. This shows much of an effect advertisement had on the
growth of these companies and they just bloomed with the exposure. This is the short background of
the scenario of some good effects of advertising. There some negative effect in the beginning but all
those for later part of the project. They have manufactured many two wheelers that are now being sold
worldwide, all this recognition was made possible due to advertising their products to the general public
through mass media. Advertisement has been a boon to them in many ways. The effect on sales has
exponentially increased with this and they have only grown.

OBJECTIVES
1. To see the effects of advertisement on the purchase of two wheeler companies.
2. To compare the effect of advertisement of three Indian two-wheeler companies.
3. To find out whether the consumers lack of product knowledge contributes.
4. To identify the prime factors that influences on consumer decision after seeing
advertisement.
RESEARCH METHODOLOGY
The present study is consumer-oriented in nature, pertaining to the preference of the
consumers in India.
This study is based on survey method. The data will be collected through questionnaire
from the owners of two –wheelers and dealers in India. Other data will be collected from
the published reports, records, books, Journals, bulletins, magazines, internet and
newspapers.
SAMPLING DESIGN: Sampling Unit: It deals with the people to be surveyed the researcher
must define the target.
Sample size: The sample size for this study is 00.
Sample Procedure: Simple random sampling technique is employed for selection of 300
respondents from the total population pool.
Statistical Tools Used: Percentage method will be used for analysis of data. The result of the
research will be presented through tables
SUMMARY OF LITERATURE REVIEW

In the literature review we have observed how advertisements impact on the general crowd. The
various means of publishing advertisement has numerously increased as the years have passed by. From
radio ads we have seen the population of our country getting inclined towards television broadcasting
and print media. From previous research papers we found that they have concentrated towards
consumer behavior and the ways in which the advertisement influences the consumer market.

They have done chosen consumer behavior of the non-metropolitan towns which have less number of
people to survey on so as to get a more accurate results of the people surveyed in the process.

They have even observed that people are more inclined towards newspapers and materialistic products
like magazines, newspapers etc. the paper have also said how the paper advertisements which are
informative with price, discounts and colors attract consumers to by the bikes or the other kinds of two
wheelers.

We have observed in our reports that the consumers actually think twice when the advertisements are
containing cost of the actual product. Considering the enquiry about the product being a very crucial
part of buying a product as big as a two wheeler. We have also taken a larger group of population, to be
specific the crowd of the cities or the metropolitan crowd so that our survey has more number of people
and we gather more number of samples of how the consumer is behaving. We have also observed that
the consumer behavior is also inclined towards social media pop-up advertisements since the new
generation is into smart phone and its smart technologies.
All in all advertisement has a crucial role that plays in the consumer behavior in any business or product
sales is what we like to conclude after the whole research we have done in this project.

BY-

Snigdha Labh

Roop Sannigrahi

Ninad Berry

Siddhant Pandit

Shubham Tiwari

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