Name: Mohsin Rais ID No: 3952

Impact of advertisement on consumer durable goods on consumer brand preference at jalandhar

Authors: Rohit ranjan, Chandan kumar singh, devesh chauhan and imran hussain.

Abstract:
People in India do not just watch their favorite sport, film or serial but many are watching to see the commercials. Regardless of how good the game was. There are usually few ads that people talk about the next day. But one thing that people may not think bout is how trustworthy an advertisement may be. In Indian scenario it is proved that advertisement from consumer durables are most effective. Durables companies are advertising their product so much on TV and are spending so much money on the celebrities to endorse their products.

Introduction:
The study of consumer preference not only focuses on how and why consumers make buying decisions. But also focuses on how and why consumers make choice of the goods they buy. According to statement by Mahatma Gandhi, Consumers refers to the following: A consumer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an outsider to our business. He is apart of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so. Consumer durables involves any type of products purchased by consumers that are manufactured for long-term use.

Objective of the study:

To study the impact of the advertisement on the brand preference of consumer. To find out the consumer preference regarding the most effective media for advertisements. To study the impact of the celebrity endorsement on the consumer buying behavior.

Literature review:

(Dillon: 1997) Investigated the factors affecting the consumer behavior on durable goods. Sample consisted 150 females, 75 from rural and 75 from urban areas. The information about this study pointed that rural respondents given the advertisement through radio primary importance and other media like posters and magazines were least affected. Where as the urban respondents were affected more by TV and magazines.

Research methodology:
We frame questionnaire to find out the various dimension which influencing consumer preference. Data was collected from 100 respondents from jalandhar city. In the third stage data was classified and tabulated in order to get information in a fruitful manner.

Finding of the study:

Study included 3 dimensions for the research that is consumer preference, consumer buying behavior and celebrity impact on consumer while selection the durable goods. The analysis of data gives that LG is most preferred brand followed by samsung and sony. The most like medium of advertisements is TV followed by internet and radio media. The remembered aspect of respondents is celebrity .

Conclusion:

As we know that today market is very competitive. There is cut throat competition in the consumer durables industry mainly between the 3 big giants i.e. LG, SAMSUNG, and SONY. Three of them are striving very hard for their market share. Therefore it becomes very hard for the companies to retain their customers. So companies spend a huge amount on advertisements. Therefore advertisements are the backbone for this industry.

Recommendation:
1: Companies should aggressively go for internet marketing as there is a great scope for it because youngsters are in close contact round the clock with internet. 2: Companies should promote their product on FM radio stations in Jalandhar and almost everybody listen to FM radio stations on their cell phones so there is a great scope for this. 3: Personal contacts with the customer is best possible way to attend the customer. So the company try to make relation with the customers after sales service.

Limitations of the study:

Limitations are always accomplished with any work. So this study have also some limitations. 1: The study has been conducted in the city Jalandhar. Opinion of people of other places may be different. 2: The respondent for this study were well educated. Illiterate and less literate people might have different views. 3: As all the primary data has been collected by discussion and interviews, there is a chance of error as people hesitate in granting correct data.