research final
TRANSCRIPT
DEPARTMENT OF BUSINESS AND INDUSTRIAL MANAGEMENT
A TERM PAPER
ON
“Impact of emotional marketing on customer purchase
decision”
IN
Subject of
RESEARCH METHODOLOGY
SUBMITTED BY
Dixita Chotalia Roll no. 12(sem 2-sec A)
Vibha Jatav Roll no. 23(sem 2-sec A)
SUBMITTED TO
Ms. Manisha Panwala
DATE
04-05-2011
DECLARATION
We, DIXITA CHOTALIA and VIBHA JATAV from department of business and industrial
management Surat, hear by declare that the research report has been undertaken as a part of 2nd
semester curriculum of MBA program of Veer Narmad South Gujarat University. We declare
that this report has not been submitted to any other subject or university for any other purpose.
DIXITA CHOTALIA
VIBHA JATAV
ACKNOWLEDGEMENT
We are greatly thankful to our subject faculty Ms. MANISHA PANWALA whose constant help
and support at all stages of this project has enabled us to complete it.
We are also thankful to all respondent who gave their valuable response regarding the research
subject.
Last but not least, I thank all those who have helped me directly or indirectly during the course
of this assignment.
DIXITA CHOTALIA
VIBHA JATAV
TABLE OF CONTENTS
NO. CHEPTERSPAGE
NO.
1. EXECUTIVE SUMMARY 1
2. INTRODUCTION 2
3. INDUSTRY AND COMPANY INFORMATION 2
4. LITERATURE REVIEW AND THEORETICAL FRAMEWORK 8
5. RESEARCH METHODOLOGY 9
6. DATA ANALYSIS AND INTERPERTATION 12
7. FINDINGS 19
8. CONCLUSION 20
9. BIBLIOGRAPHY 21
10. APENDIX 22
EXECUTIVE SUMMARY
This report is prepared on “Impact of emotional marketing on customers purchase decision”.
This topic has been selected to know whether customers purchasing decision is influenced by
emotional marketing strategy used by the marketer or not.
Major objectives of the research are,
To study the impact of emotional marketing on customer’s purchase decision.
To study the concept of emotional marketing.
To know the customer’s attitude towards an advertisement which include concept of
emotional marketing.
To study the factors affecting consumer’s purchasing decisions.
To study the reliability of advertisements of fairness creams.
To study these objectives the FMCG industry has been selected from FMCG industry personal
care product i.e. fairness cream has been selected. From the overall fairness creams 8 creams has
been selected as per the emotional marketing used in the promotion.
After the creams have been selected the instrument has been designed to know respondents
response towards emotional marketing and impact on their purchasing decision.
To conduct the research 120 respondent has been selected on the convenient judgmental bases
from the surat region. After collecting the data analysis has been performed by using SPSS
software.
From the analysis major findings are,
Following cream’s usage is influenced by emotional marketing strategy used in
advertisement
Fair and lovely
Fair one
Olay white
Ponds white beauty
Following cream’s usage is not influenced by emotional marketing strategy used in the
advertisement
Fair and handsome
Garnier menz
97 respondents emotionally involved in the advertisement of fairness cream to some
extent, in which majority use fair and lovely and ponds white beauty.
107 respondents agree that the result shown in the advertisement really works.
The research conclude that
From the creams which are selected for research following creams purchase decision is
influenced by emotional marketing
Fair and lovely
Fair one
Olay white
Ponds white beauty
Following creams purchase decision is not influenced by emotional marketing
Fair and handsome
Garnier menz
So, it conclude that emotional marketing strategy make impact on purchase decision of fairness
creams which are used by females, creams used by males are not influenced by the emotional
marketing.
Research also conclude that majority of respondents have positive attitude towards the emotional
advertisement. It also concludes that the result shown in the advertisement really works so the
advertisements are reliable.
INTRODUCTION
Emotional marketing is technique of associating product’s feature to the human emotions to
create bond with customers, foster loyalty and repeated purchase. Emotional marketing is tool
which connects product’s feature to consumer mind set and there by influence consumer’s
purchasing decision.
In this research paper, to know the impact of emotional marketing on purchasing decision of the
customer researchers has selected FMCG industry, in which the fairness cream is selected.
Creams are selected as per emotional marketing strategy is used in the advertisement some
creams are also selected which does not use emotional marketing concept at all.
INDUSTRY AND COMPANY INTRODUCTION
PERSONAL CARE INDUSTRY
Personal care or toiletries is the industry which manufactures consumer products used for
beautification and in personal hygiene. Subsectors of personal care include cosmetics and
feminin hygiene.There is some small distinction between personal hygienic items and cosmetics,
which are luxury goods solely used for beautification, but in practice such sundries are most
often intermixed in retail store aisles.
Personal care includes products as diverse as chapstick, cleansing pads and wipes, colognes,
cotton swabs, deodorant, eye liner, facial tissue, hair clippers, lip gloss, lipstick, lotion, makeup,
mouthwash, nail files, pomade, perfumes, personal lubricant, razors, shampoo, talcum powder,
shaving cream, skin cream, toilet paper, toothbrushes, and toothpaste. Some of the import at
names in this arena are - Unilever, Colgate Palmolive, Kimberley-Clark, Revlon, Alberto-Culver,
Avon etc.
In 2005, the household and personal product industry grew by 3.1% to reach a value of $227.2
billion, representing a compound annual growth rate (CAGR) of 2.9% for the 2001-2005 period.
Year-on-year growth rates were very steady. Consumption volumes increased with a CAGR of
2.5% to reach 70.9 billion units in 2005. The personal care market in India is estimated to be
worth ~$ 4-bn. The relatively modest growth rates reflect the maturity of the industry in most
developed economies.
fair & lovely
Hindustan Unilever's "Fair and Lovely" is the leading skin-lightening cream for women in India.
Fair & Lovely’s unique patented formula with its fairness vitamin B3, combined with its triple
sunscreen system makes your skin noticeably fairer while giving it nourishment. All the active
ingredients in the Fair & Lovely formulation function synergistically to lighten skin color
through a process that is natural, reversible and totally safe.
Fair & Lovely, is one of the most trusted brand for young women in India (ranked 4. in
Economic Times survey of 180 top brands in 2001 and 2002 & ranked 7. in the Economic Times
survey in 2004).
Ponds white beauty
Pond’s is a part of Unilever group since 1986, they launch the ‘Pond’s White Beauty Detox’
products that provides a clearly enlighten pink glow. Ponds is a worldwide expert for the face
care which has its occurrence in 58 countries with top 3 countries- Japan, Korea and the Us as a
strong brand to be used for the face & skin care to consider with. It has detoxifying vitamins B6,
vitamin E, and vitamin B3, vitamin C, which reduces the result of the impurities in the
surroundings which causes darkness and reduces melanin in the skin; therefore it gives a pure,
smooth and glowing skin.
Neutrogena fine fairness cream
It helps to prevent appearance of brown spots and skin darkening due to sun exposure, as well as
dark spots from forming. Also enriched with protective multi-vitamin complex with antioxidants
to help prevent environmental damage and signs of accelerated aging. Super lightweight liquid
texture is oil-free and non-sticky for a clean, smooth feeling.
Garnier
Garnier Light Complete is a multi-action whitening cream that acts on dullness, dark spots,
excess oil and acne marks. Enriched with derivative salicylic acid with anti-bacterial
properties,its oil-trapping formula visibly reduces excess oil and shine for a 6 hour shine-free.
Fair and handsome
Emami in collaboration with Activor corp,USA, herbalists and dermatologists from India has
created a unique fairness cream for men with a breakthrough. Five power fairness system to
make skin fair and handsome. It used peptide molecule which works on the collagen structure of
male skin and improves skin texture .it also give pleasant after shave effect.
Olay white
Its lightweight SPF 30 formula with triple vitamin system protects your skin from long exposure
to the sun’s UVA & UVB rays. Refers to Niacinimide in formulation
Fair one
It has a unique blend of herbal ingredients created by Shenaaz Husain.It contains honey a natural
moisturizer and it refers to the epidermal layer of the skin.
Garnier menz
Garnier MEN Power light Fairness Moisturiser with SPF15. The first fairness cream for men.
Formula with SPF15 to protect skin from harmful sunrays and prevent further skin darkening.
LITERATURE REVIEW AND THEORETICAL FRAMEWORK
Literature review
K sangeetha in her paper “emotional marketing” explained the concept of emotional
marketing and how any company can use this concept in positioning of its product in the
consumer mind by associating features of the product with human emotion. She also stat
marketing strategy to make customer loyal to the brand and make then indulge in repeat
purchase of the product.
Jay Conrad levison in his book, “the way of the guervilla” gave 10 emotions to be
incorporated in to the design, content and advertising, which generate more sales from the
promotional efforts.
Achievement
Pride of ownership
Self improvement
Security
Status
Style
Conformity
Ambition
Power
Love
In a recent article, Spence Kramer, VP of Marketing and Communications for Virgin
America in the United States spoke about emotional marketing. He said, "Emotional
marketing doesn't mean much if the company's people, products and services don't back it
up. Nike doesn't succeed because Wieden and Kennedy make great commercials. Rather,
Nike succeeds because its core belief-its brand promise, its love of the potential for the
athlete inside everyone lives inside the people in Beaverton. When that love is manifested in
their gear, consumers manifest it in their own lives." The result is not only an emotional
connection but an individual one. Having a one-to-one relationship in today's marketplace is
essential for market dominence.
Theoretical framework
Brands that don't make emotional connections with their prospects and customers will eventually
lose out to those that do. Producers realized that there was a strong emotional connect between
consumers / customers and the products they use. They understood if the consumers’ emotions
are addressed in the right way they could get more loyal customers. This unlashed the new
approach to marketing which was termed as “Emotional Marketing”.
Emotional marketing is technique of associating product’s feature to the human emotions to
create bond with customers, foster loyalty and repeated purchase. Simply put, positioning of the
product can be done in the mind of customer through emotional marketing. adding an emotional
appeal helps a company sell its product more; and marketers are increasingly restoring to this
measure. Emotion acts as a catalyst in the engine of the purchase decision process. Rational
only generates interest in the product the ultimate driver is emotion. Customers are not
much interested in the attributes of the product; they want to know that how that product is going
to suit their personality. Customers purchase their products emotionally and rationalize their
choices intellectually.
Marketers therefore follow the concept of emotional marketing. They endeavour more emotions,
as emotional marketing helps in getting share of wallet. If strategically developed emotional
marketing can minimize the impact of rational factors, which may otherwise take away the
customer to the competitors.
RESEARCH METHODOLOGY
Problem statement
“Impact of emotional marketing on costumer’s purchase decision”
Research question
1) Do customers consider that it is an emotional appeal in advertisement?
2) Is consumer’s purchasing decision influenced by emotional concept used in advertisement?
Research objective
Primary objective
To study the impact of emotional marketing on customer’s purchase decision.
Secondary objective
To study the concept of emotional marketing.
To know the customer’s attitude towards an advertisement which include concept of
emotional marketing?
To know the consumer’s using habit of fairness creams.
To study the factors affecting consumer’s purchasing decisions.
To study the reliability of advertisements of fairness creams.
List of information needed
1. Are consumers familiar with fair and lovely advertisement?
2. What are consumer’s thinking regarding emotional advertisements?
3. How emotional strategies affect purchase decision?
Variables under study
1. Demographic variables
2. Usage
3. Attitude towards advertisement
4. Reference for product
5. Actual result of product
Hypothesis
H0: There is no significant impact of emotional marketing on consumer’s purchase decision.
H1: There is a significant impact of emotional marketing on consumer’s purchase decision.
Data collection plan
Data can be collected by two methods
Primary data
Secondary data
The primary data is being used in this research. Primary data is the data which is collected by
researcher for the purpose of research on hand for the first time.
Sampling Plan
Population : Fairness Cream consumersSample technique : Judgmental convenient samplingSample size : 120 consumersUnit of analysis : fairness cream users
Software package used
Researcher has used “IBM SPSS Statistics 17”.
Limitations of the study
1. This research study the impact of emotional marketing of only specified sector of product
(fairness creams).
2. This research work is confined to Surat city only.
Benefits of study
1. This research can be used by companies to judge the impact of emotional marketing
strategy.
2. This research paper will help regional companies in decision of investing in emotional
marketing concept.
DATA ANALYSIS AND INTERPERTATION
Frequency table of usage of fairness cream
Responses
Usage N Percent
fair_n_lovely_use 60 33.3%
fair_one_use 12 6.7%
garnier_light_use 27 15.0%
olay_white_use 14 7.8%
fair_n_handsome_use 12 6.7%
garnier_menz_use 3 1.7%
ponds_whitebeauty_use 52 28.9%
Total 180 100.0%
It shows how many respondents use which fairness cream. According to the frequency table 60
respondents use fair and lovely, 12 use fair one, 27 uses garnier light, 14 use Olay white, 12 use
fair and handsome, 3 use garnier menz and 52 use ponds white beauty cream.
Result of chi square test
H0: there is no relation between advertisement preference given by respondent to fairness cream
and usage of cream.
Chi square of fair and lovely usage and preference.
fair_n_lovely * fair_n_lovely_use Crosstabulation
Count
fair_n_lovely_use
Totalno yes
fair_n_lovely 1st priority 20 43 63
2nd priority 17 0 17
3rd priority 19 12 31
4th priority 2 5 7
8th priority 1 0 1
Total 59 60 119
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 29.257a 4 .000
Likelihood Ratio 36.462 4 .000
Linear-by-Linear Association 5.654 1 .017
N of Valid Cases 119
Interpretation
Table shows the chi square between usage of fair and lovely and preference given to fair and
lovely. In the chi square result shows that the significant Pearson values is less than 0.05. So the
null hypothesis is rejected and that proves that there is a significant relation between
advertisement preference and usage of fair and lovely.
Chi square of fair one usage and preference.
fair_one * fair_one_use Crosstabulation
Count
fair_one_use
Totalno yes
fair_one 1st priority 2 0 2
2nd priority 29 1 30
3rd priority 32 1 33
4th priority 14 5 19
5th priority 0 1 1
6th priority 2 0 2
7th priority 28 4 32
Total 107 12 119
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 18.411a 6 .005
Likelihood Ratio 14.063 6 .029
Linear-by-Linear Association 2.244 1 .134
N of Valid Cases 119
.
Interpretation
Table shows the chi square between usage of fair one and preference given to fair one. In the chi
square result shows that the significant Pearson value is 0.05. So researchers fail to reject null
hypothesis it shows that there is no relation between advertisement preference and usage of fair
one.
Chi square of garnier light usage and preference.
garnier_light * garnier_light_use Crosstabulation
Count
garnier_light_use
Totalno yes
garnier_light 1st priority 1 0 1
2nd priority 6 0 6
3rd priority 5 26 31
4th priority 30 1 31
5th priority 1 0 1
6th priority 19 0 19
7th priority 28 0 28
8th priority 2 0 2
Total 92 27 119
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 89.576a 7 .000
Likelihood Ratio 91.220 7 .000
Linear-by-Linear Association 31.824 1 .000
N of Valid Cases 119
Interpretation
Table shows the chi square between usage of garnier light and preference given to fair and
lovely. In the chi square result shows that the significant Pearson values is less than 0.05. So the
null hypothesis is rejected and that proves that there is a significant relation between
advertisement preference and usage of garnier white.
Chi square of Olay white usage and preference
olay_white * olay_white_use Crosstabulation
Count
olay_white_use
Totalno yes
olay_white 1st priority 1 4 5
2nd priority 0 2 2
3rd priority 20 1 21
4th priority 2 0 2
6th priority 22 5 27
7th priority 31 1 32
8th priority 29 1 30
Total 105 14 119
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 44.227a 6 .000
Likelihood Ratio 29.618 6 .000
Linear-by-Linear Association 13.837 1 .000
N of Valid Cases 119
Interpretation
Table shows the chi square between usage of Olay white and preference given to fair and lovely.
In the chi square result shows that the significant Pearson values is less than 0.05. So the null
hypothesis is rejected and that proves that there is a significant relation between advertisement
preference and usage of Olay white.
Chi square of fair and handsome usage and preference
fair_n_handsome * fair_n_handsome_use Crosstabulation
Count
fair_n_handsome_use
Totalno yes
fair_n_handsome 1st priority 1 1 2
3rd priority 1 0 1
4th priority 28 0 28
5th priority 42 4 46
6th priority 1 0 1
7th priority 6 0 6
8th priority 28 7 35
Total 107 12 119
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 11.445a 6 .076
Likelihood Ratio 12.827 6 .046
Linear-by-Linear Association 2.492 1 .114
N of Valid Cases 119
Interpretation
Table shows the chi square between usage of fair and handsome and preference given to fair one.
In the chi square result shows that the significant Pearson value is more than 0.05. So researchers
fail to reject null hypothesis it shows that there is no relation between advertisement preference
and usage of fair and handsome.
Chi square of garnier menz usage and preference
garnier_menz * garnier_menz_use Crosstabulation
Count
garnier_menz_use
Totalno yes
garnier_menz 2nd priority 31 1 32
4th priority 28 2 30
5th priority 7 0 7
6th priority 1 0 1
7th priority 4 0 4
8th priority 45 0 45
Total 116 3 119
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 3.620a 5 .605
Likelihood Ratio 4.411 5 .492
Linear-by-Linear Association 1.628 1 .202
N of Valid Cases 119
Interpretation
Table shows the chi square between usage of garnier menz and preference given to fair one. In
the chi square result shows that the significant Pearson value is more than 0.05. So researchers
fail to reject null hypothesis it shows that there is no relation between advertisement preference
and usage of garnier menz.
Chi square of Neutrogena usage and preference
No measures of association are computed for the cross tabulation of neutrogena_use *
neutrogena. At least one variable in each 2-way table upon which measures of association are
computed is a constant. So here chi square cannot be applied
Chi square of ponds white beauty usage and preference
ponds_wtbeauty * ponds_whitebeauty_use Crosstabulation
Count
ponds_whitebeauty_use
Totalno yes
ponds_wtbeauty 1st priority 14 36 50
2nd priority 33 9 42
3rd priority 1 4 5
4th priority 5 1 6
5th priority 3 1 4
6th priority 9 1 10
7th priority 1 0 1
8th priortiy 1 0 1
Total 67 52 119
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 45.666a 8 .000
Likelihood Ratio 56.277 8 .000
Linear-by-Linear Association 19.043 1 .000
N of Valid Cases 119
Interpretation
Table shows the chi square between usage of ponds white beauty and preference given to fair
and lovely. In the chi square result shows that the significant Pearson values is less than 0.05. So
the null hypothesis is rejected and that proves that there is a significant relation between
advertisement preference and usage of ponds white beauty.
Cross tabulation of usage and influence
influencea
Totalinfluence_ads
influence_family
usage influence_friends
usagea fair_n_lovely_use 58 13 0 59
fair_one_use 11 6 0 12
garnier_light_use 26 0 0 26
olay_white_use 14 1 0 14
fair_n_handsome_use 12 3 0 12
garnier_menz_use 3 0 0 3
ponds_whitebeauty_use 51 19 1 52
Total 115 34 1 118
Interpretation
The table shows cross tabulation of usage and influence. It shows that majority i.e.155 of
respondents are influenced by the advertisement, 34 are influenced by family usage and 1 is
influenced by friend’s recommendation.
Cross tabulation of usage and purchase decision influenced by advertisement
$usage*purchase_decision Crosstabulation
purchase_decision
Total20-40% 40-60% 60-80% 80-100%
usagea fair_n_lovely_use Count 15 6 0 39 60
fair_one_use Count 3 1 5 3 12
garnier_light_use Count 15 0 0 12 27
olay_white_use Count 2 5 1 6 14
fair_n_handsome_use Count 6 0 1 5 12
garnier_menz_use Count 1 1 0 1 3
ponds_whitebeauty_use Count 23 2 16 11 52
Total Count 41 10 16 52 119
Percentages and totals are based on respondents.
a. Dichotomy group tabulated at value 1.
Interpretation
The table shows the cross tabulation between usage of fairness cram and purchased decision
influenced by advertisement. Table shows there are 52 respondents whose purchase decision is
influenced by advertisement among which 39 use fair and lovely, 3 use fir one, 12 use garnier
light, 6 use Olay white, 5 use fair and handsome, 1 use garnier menz and 11 use ponds white
beauty.
Cross tabulation of usage and emotional involvement in advertisement
$usage*emotional_involve Crosstabulation
emotional_involve
Totalsome extent neutral
usagea fair_n_lovely_use 48 12 60
fair_one_use 8 4 12
garnier_light_use 25 2 27
olay_white_use 11 3 14
fair_n_handsome_use 12 0 12
garnier_menz_use 2 1 3
ponds_whitebeauty_use 46 6 52
Total 97 22 119
Percentages and totals are based on respondents.
a. Dichotomy group tabulated at value 1.
Interpretation
Table shows cross tabulation of usage and emotional involvement in the advertisement of each
cream. It shows that 97 respondent emotionally involved in the advertisement of particular cream
and out of which 48 respondent use fair and lovely and 46 respondents use ponds white beauty.
Whereas 22 respondents are neutral in the emotional involvement.
Frequency table of reliability of result shown in advertisement.
Frequency Percent
Valid agree 107 89.2
can't say 11 9.2
disagree 2 1.7
Total 120 100.0
Interpretation
Table shows the frequency regarding reliability of the result shown in advertisement, it shows
that 107 respondent agrees that result shown in advertisement works whereas 11 respondents
can’t say anything regarding result and 2 respondents are disagree with the statement.
FINDINGS
60 respondents use fair and lovely, 12 fair one, 27 garnier light, 14 Olay white, 12 fair
and handsome, 8 garnier menz and 52 respondents use ponds white beauty fairness
cream.
Following cream’s usage is influenced by emotional marketing strategy used in
advertisement
Fair and lovely
Fair one
Olay white
Ponds white beauty
Following cream’s usage is not influenced by emotional marketing strategy used in the
advertisement
Fair and handsome
Garnieg menz
115 respondents are influenced by the advertisement amongst which majority use fair and
lovely (58) and ponds white beauty (51).
34 respondents are influenced by family usage and 1 respondent is influenced by friend’s
recommendation.
52 respondent’s purchase decision is 80-100% influenced by the advertisement amongst
which 39 use fair and lovely and 11 use ponds white beauty.
97 respondents emotionally involved in the advertisement of fairness cream to some
extent, in which majority use fair and lovely and ponds white beauty.
107 respondents agree that the result shown in the advertisement really works.
CONCLUSION
The result of analysis shows that majority respondents use fair and lovely and ponds white
beauty. From the creams which are selected for research following creams purchase decision is
influenced by emotional marketing
Fair and lovely
Fair one
Olay white
Ponds white beauty
Following creams purchase decision is not influenced by emotional marketing
Fair and handsome
Garnieg menz
So, it conclude that emotional marketing strategy make impact on purchase decision of fairness
creams which are used by females, creams used by males are not influenced by the emotional
marketing.
Research also conclude that majority of respondents have positive attitude towards the emotional
advertisement. It also concludes that the result shown in the advertisement really works so the
advertisements are reliable.
BIBLIOGRAPHY
BOOKS:
R.Cooper & P. Schindler “Business Research Method” TATA Mc Graw
publication 9th edition
JOURNAL:
Advertisement express, September_2006.”Emotional marketing” by K.
Sangeetha
WEB SITES:
http://en.wikipedia.org/wiki/Personal_care
http://www.wipro.com/resource-center/library/pdf/cpg/home-personal-care-
industry.pdf
http://www.tsmg.com/download/article/Personal_Care_Chemicals.pdf
http://www.living.pushpi.com/ponds-white-beauty-cream.htm
http://www.finefairness.com.sg/range_moisture.aspx
http://www.fairandhandsome.net/
APENDIX
QUESTIONNAIRE
We, Dixita Chotalia and Vibha Jatav, students of Veer Narmad South Gujarat University, MBA program are conducting a research on “Impact of emotional marketing on customer Purchase decision”. Information given by you will be use for this purpose only and it will remain confidential. So you are kindly requested to give your valuable response.
1. Do you use any fairness cream?
Yes No
2. When do you use fairness cream?
Regularly
Special occasion
Rarely
3. Which fairness cream do you use?
Fair & lovely Fair & handsome
Fair one Garnier menz
Gainer light Neutrogena
Olay white Ponds white beauty
4. Have you seen the advertisement of above selected product?
Yes No
5. Give ranks to below products as per their advertisement effectiveness.
Fair & lovely Fair & handsome
Fair one Garnier menz
Gainer light Neutrogena
Olay white Ponds white beauty
6. From where do you get influence to use this product?
Advertisement
Family usage
Friend’s recommendation
7. To what extent advertisement affects your purchasing decision?
0-20% 60-80%
20-40% 80-100%
40-60%
8. Which part of the advertisement makes you consider that it is interesting
Theme Jingle
Celebrity emotion
9. How much you are emotionally involved in watching advertisement of any fairness cream?
Very much
Some extent
Natural
Low
Very low
10. Do you think result shown in this advertisement really works?
Strongly agree
Agree
Can’t say
Disagree
Strongly disagree
11. Whether you have experienced any such emotional phase after using this product?
Yes No
12. What kind of appeal according to you is approximate for fairness cream?
Emotional
Informative
Funny
13. Age
15-25 25-35 35-45 Above 45
14. Occupation: ______________
15. Income(monthly, in thousands)
15-25 25-35 35-45 45-55 Above 55