impact of advertising of urban and rural teenager buying behaviour..... finals

7/29/2019 Impact of Advertising of Urban and Rural Teenager Buying Behaviour..... Finals

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CHAPTER-1

INTRODUCTION

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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:

Every piece of advertising guarantees satisfaction of human wants and wants stem

from needs and desires. Advertisers manufactures and dealers-use this mass

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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.

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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.

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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, orthe consumers of a specific part as their needs differ from others both

geographically and seasonally.

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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

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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 demandadvertising 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, food-

products as a whole. The aim is to get the initial or the starting demand for theproducts 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

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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.

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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.

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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. The goals of the advertiser ;

2. The strategies to accomplish the spell out goals;

3. Specific tactics that will be followed in carrying out the creative and media

strategies of the advertiser;

4. Description of the kinds of tastes; and

5. Description of advertising research.

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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. Indepth study of macro and micro environmental factors.

2. Determining organizational goals.

3. Defining target market.

4. Conducting of marketing research.

5. Defining marketing objectives.

6. Defining the marketing plan.

7. Determining the advertising strategy.

8. Determining advertising goals.

9. Preparation of advertising budget.

10. Testing the advertising plan.

11. Executing the advertising plan.

12. Evaluating the advertising plan.

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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.

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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: DETERMININGMARKETING 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 designingtakes 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

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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.

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CHAPTER-2

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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.

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CHAPTER-3

RESEARCH METHODOLOGY


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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.


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.)

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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

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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

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CHAPTER-4

DATA ANALYSIS AND INTERPRETATION

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DATA ANALYSIS AND INTERPRETATION

Q.1 Do you watch advertisement on Television?

Particulars No. of Respondents Percentage of Respondents (%)

Urban 30 60

Rural 20 40

Total 50 100

60%

40%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.

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Q.2 What type of advertisement preferred by you?

Preferences No. of Respondents Total

No. of resp.

Percentage of

Respondents (%) Total %

Urban Rural Urban RuralT.V. Advt. 15 5 20 30 10 40

Newspaper adv. 10 5 15 20 10 30

Magazine advt. 10 0 10 20 0 20

Others 5 0 5 10 0 10

Total 50 80 20 100

30

10

20

10

20

0

10

00

5

10

15

20

25

30

No.o

fRespondents

T.V. Advt. Newspaper

adv.

Magazine

advt.

Others

Preference

Urban

Rural

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.

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Q.3 For how many hours do you watch Television daily?

Time Period No. of

Respondents

Total

No. of

respondents

Percentage of


Urban Rural Urban Rural

Less than 1 hour 10 5 15 20 10 30

1-2 hours 15 5 20 30 10 40

More than 3 hours 10 5 15 20 10 30

Total 50 70 30 100

20

10

30

10

20

10

0

5

10

15

20

25

30

No.ofResponden

ts

Less than 1 hour 1-2 hours More than 3

hours

Time Period

Urban

Rural


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.

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

Time

No. of Respondents Total

No. ofrespondents

Percentage of

Respondents (%) Total %Urban Rural Urban Rural

7am-10am 4 1 5 8 2 10

10am-1pm 5 5 10 10 10 20

1pm-4pm 10 5 15 20 10 30

4pm-7pm 4 1 5 8 2 10

7pm-10pm 5 5 10 10 10 20

After 10pm 5 0 5 10 0 10

Total 50 66 34 100

8

2

10 10

20

10

8

2

10 10 10

00

2

4

6

8

10

12

14

16

18

20

No.

ofRespondents

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

Time

Urban

Rural


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.

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Interpretation: Majority prefers to watch TV at 1pm 4 pm.

Q.5 What are your favourite entertainment channels?

Channels No. of Respondents Total

No. of

respondents

Percentage of

Respondents (%)

Total

%

Urban Rural Urban RuralZee TV 5 0 5 10 0 10

SAB TV 4 1 5 8 2 10

Star Plus 10 5 15 20 10 30

Sahara TV 3 2 5 6 4 10

Sony TV 10 5 15 20 10 30

DD National 3 2 5 6 4 10

Total 50 70 30 100

10

0

8

2

20

10

6

4

20

10

6

4

0

2

4

6

8

10

12

14

16

1820

No.o

fRespondents

Zee TV SAB TV Star Plus Sahara

TV

Sony TV DD

National

Channels

Urban

Rural

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

No. of

Respondents

Total

No. of

respondents

Percentage of

Respondents (%)

Total %


Only for watching TV 10 5 15 20 10 30

Obtain information

about product

15 5 20 30 10 40

There is no alt so you

watch them

3 2 5 6 4 10

Others 5 5 10 10 10 20

Total 50 66 34 100

20

10

30

10

6

4

10 10

0

5

10

15

20

25

30

No.ofRespondents

Only for

watching TV

Obtain into

about ppt

There is no

alt so you

watch them

Others

Particulars

Urban

Rural


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 onTV 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 No. of respondents Percentage of respondentsUrban 40 80

Rural 10 20

Total 50 100

80

20

0

10

20

30

40

50

60

70

80

No.ofrespondents

Urban Rural

Particulars


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.

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Q.8 Do you always pay attention on Television Advertisement?

Particulars

No. of

Respondents

Total

No. of

respondents

Percentage of



Always 10 5 15 20 10 30

Mostly 5 0 5 10 0 10

Sometime 10 10 20 20 20 40

Rarely 4 1 5 8 2 10

Never 2 3 5 4 6 10

Total 50 62 38 100

20

10 10

0

20 20

8

2

4

6

0

2

4

6

8

10

12

14

16

18

20

No.ofrespondent

Always Mostly Sometime Rarely Never

Particulars

Urban

Rural


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.

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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 No. of respondents Percentage of respondents

Urban 40 80

Rural 10 20

Total 50 100

80

20

0

10

20

30

40

50

60

70

80

No.ofrespondents

Urban Rural

Particulars


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 No. of

Respondents

Total

No. ofrespondents

Percentage of

Respondents (%)

Total %


Fully satisfied 10 5 15 20 10 30

Satisfied 5 0 5 10 0 10

Neutral 10 10 20 20 20 40

Dissatisfied 4 1 5 8 2 10

Fully dissatisfied 2 3 5 4 6 10

Total 50 62 38 100

20

10 10

0

20 20

8

2

4

6

0

2

4

6

8

10

12

14

16

18

20

No.ofrespondents

Fully

satisfied

Satisfied Neutral Dissatisfied Fully

dissatisfied

Level of satisfaction

Urban

Rural


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?

Particulars


No. of

respondent

Percentage of



Always 15 5 20 30 10 40

Mostly 10 5 15 20 10 30

Sometime 3 2 5 6 4 10

Rarely 4 1 5 8 2 10

Never 3 2 5 6 4 10

Total 50 62 38 100

3010

2010

64

82

64

0 5 10 15 20 25 30

No. of Respondents

Always

Mostly

Sometime

Rarely

Never

Particulars


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.

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Q.12 Which promotional offers attract you most?

Offers


No. of

respondents

Percentage of

Respondents (%)

Total %


Free gifts 15 5 20 30 10 40

Price offers 10 10 20 20 20 40

Any other 3 2 5 6 4 10

None 1 4 5 2 8 10

Total 50 58 42 100

30

10

20

20

6

4

2

8

0

5

10

15

20

25

30

35

40

No.ofRespondents

Free gifts Price offers Any other None

Offers

Rural

Urban


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.

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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

No. of

Respondents

Total

No. ofrespondents

Percentage of Respondents

(%)Urban Rural Urban Rural Total

Yes 20 10 30 40 20 60

Not completely 10 5 15 20 10 30

No 3 2 5 6 4 10

Total 50 66 34 100


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 personalityparticipation 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.

36

40

20 20

10

64

0

5

10

15

20

25

30

35

40

No.ofrespondents

Yes Not completely No

Influence

Urban

Rural


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Q.14 What do you watch on Television?

Particulars

No. of

Respondents

Total

No. of

respondents

Percentage of

Respondents (%)

Urban Rural Urban Rural Total

News & Talk shows 10 5 15 20 10 30

quiz game or cartoon 5 0 5 10 0 10

Music shows 3 2 5 6 4 10

Dramas & movies 10 5 15 20 10 30

Religious programme 3 2 5 6 4 10

Beauty tips & cooking 5 0 5 10 0 10

Total 50 72 28 100

20

10 10

0

6

4

20

10

6

4

10

00

2

4

6

8

10

12

14

16

18

20

No.ofrespondents

News & Talk

shows

quiz game or

cartoon

Music

shows

Dramas &

movies

Religious

programme

Beauty tips

& cooking

Particulars

Urban

Rural


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.

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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?

Particulars

No. of

Respondents

Total

No. of

respondents

Percentage of

Respondents (%)


Doing clg work 10 5 15 20 10 30

Watching TV 15 5 20 30 10 40

Listening Music 3 2 5 6 4 10

Gossiping with friend 4 1 5 8 2 10

Doing household

chores

2 3 5 4 6 10

Total 50 68 32 100

20

10

30

10

6

4

8

2 4

6

0

5

10

15

20

25

30

No.ofrespondents

Doing clg

work

Watching TV Listening

Music

Gossiping

with friend

Doing

household

chores

Particulars

Urban

Rural


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 bywatching 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.

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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?

Particulars

No. of

Respondents

Total

No. of

respondents

Percentage of

Respondents (%)


Yes 15 5 20 30 10 40

To some extent 10 5 15 20 10 30

No 5 10 15 10 20 30

Total 60 60 40 100

30

10

20

10 10

20

0

5

10

15

20

25

30

N

o.ofrespondents

Yes To some extent No

Particulars

Urban

Rural


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.

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Interpretation: Majority prefers free to purchase dress of their own choice.

Q.17 The reasons for choosing a particular brand of product are:

ParticularsNo. of

RespondentsTotalNo. of

respondents

Percentage ofRespondents (%)


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

10

20

10

20

10

0

5

10

15

20

25

30

No.ofrespondents

Trust in that

brand

T.V.

Commercials

Any other reason

Particulars

Urban

Rural


30% urban people 10% rural people prefers that they have trust in the brand of thatproduct

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.

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Interpretation: Majority prefers that the reasons for choosing a particular brand of a

product is that they have trust in that brand.

CHAPTER-5

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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

daily.

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

hrs. daily.

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

channels.

,20%urban people 10%rural people prefers STAR PLUS as their favourite

channels.

6%urban people 4%rural people prefers SAHARA TV as their favouritechannels.

20%urban people and 10%rural people prefers SONY TV as their favourite

channels.

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6% urban people and 4%rural people prefers DD NATIONAL as their

favourite channels.

20%urban people and 10%rural people prefers watching advertisement on

TV only for watching TV.

30%urban people and 10%rural people prefers watching advt.on TV to

obtain information about product.

6%urban people and 4%rural people prefers watching advt.on TV as there is

no other alternative .

10%urban people and 10%rural people prefers watching advt .on TV just to

entertain.

80%urban people and 20%rural people prefers to see the advt.in between

the programme they watch.

20%urban people and 10%rural people prefers always to pay attention on

TV advt.

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

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

which they purchased after watching the advt.on TV.

10%urban people feel satisfied about those products which they purchased

after watching the advt.on TV.

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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

sale of a product.

20%urban people and 10%rural people mostly think that advt. increases the

sale of a product.

6%urban people and 4%rural people sometimes think that advt. increases the

sale of a product.

8%urban people and 2%rural people rarely thinks that advt. increases the

sale of a product.

6%urban people and 4%rural people never thinks that advt. increases the

sale of a product.

30%urban people and 10%rural people prefers free gifts as promotional

offers .

20%urban people and 20%rural people prefers price offers as promotional

offers.

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

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

20%urban people and 10%rural people do not completely prefers that a

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.

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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 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

on TV.

6%urban people and 4%rural people prefers to watch religious programme

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 bydoing college work.

30%urban people and 10%rural people prefers to spend their free time by

watching TV.


listening music.


gossiping with friends.

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

own choice.

20%urban people and10%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.

30%urban people and 10%rural people prefers that they have trust in the

brand of that product .

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20%urban people and 10%rural people prefers TV 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 a product.

CHAPTER-6

SCOPE AND LIMITATION OF THE STUDY

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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.

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CHAPTER-7

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CONCLUSION

The study suggests that urban teenagers like television advertising more than their

rural counterparts. TV advertising has enhanced their involvement in productselection 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.

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CHAPTER-8

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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

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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

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CHAPTER-10

ANNEXURE

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QUESTIONNAIREDear 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) Less than 1 Hours [ ]

2) 1-2 hours [ ]

3) More than 3 hours [ ]

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

1) 7 am 10 am 2) 10 am 1 pm

3) 1 pm 4 pm 4) 4 pm 7 pm

5) 7 pm -10 pm 6) After 10 pm

Q.5. Which is your favorite entertainment channels ?

1) Zee T.V. [ ] 2) SAB T.V. [ ]

3) Star plus [ ] 4) Sahara T.V [ ]

5) Sony T.V. [ ] 6) DD National [ ]

Q.6. Why do you watch advertisement on Television ?

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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 [ ]

Q.8. Do you always pay attention on Television advertisement ?

Always [ ] Mostly [ ]

Sometime [ ] Rarely [ ]

Never [ ]

Q.9. Have you purchased any product after watching the advertisement on Television?

Yes [ ] No [ ]

Q.10 What is your satisfaction level about those product which you have purchased

after watching the advertisement on Television ?

Fullysatisfied

Satisfied Neutral Dissatisfied Fullydissatisfied

Q.11. Do you think advertisement increase the sale of product ?

Always [ ] Mostly [ ]

Sometime [ ] Rarely [ ]

Never [ ]

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?

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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

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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: Submitted By:

Ms. Pooja Chatley Neha Jain

(H.O.D) B.B.A (3rd year)

14310000463

KHALSA COLLEGE FOR WOMEN

LUDHIANA

PREFACE

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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.

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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

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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

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TABLE OF CONTENTS

CHAPTER

NO.

CHAPTER TITLE PAGE NO.

1. INTRODUCTION 1-16

2. OBJECTIVES 17-18

3. RESEARCH METHODOLOGY 19-22

4. DATA ANLAYSIS AND INTERPRETATION 23-40

5. FINDINGS 41-45

6. SCOPE AND LIMITATIONS OF THE STUDY 46-47

7. CONCLUSION 48-49

8. SUGGESTIONS 50-51

9. BIBLIOGRAPHY 52-53

10. ANNEXURES 54-57

impact of advertising of urban and rural teenager buying behaviour..... finals

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