FINAL PROJECT REPORT

ON
“ADVERTISEMENT STRATEGY FOR FAST MOVING CONSUMER GOODS”

Submitted to
Punjab Technical University Jalandhar In
Partial fulfillment of the requirement for
the award of the degree of Masters in
Business Administration
Submitted by: Project guide:
JATINDER KUMAR MR.DINESH
(94512236933)
MBA IV-A
(Session 2009-20011)

Gain Jyoti Institute

Of
Management & Technology
 ADVERTISEMENT
STRATEGY OF FAST
MOVING CONSUMER
GOODS
 DECLARATION

Hereby declare that the final project report entitled “ADVERTISEMENT STRATEGY
FOR FAST MOVING CONSUMER GOODS” submitted for the degree of Master of
Business Administration, is my original work and the project report has not formed the
basis for the award of any diploma, degree, associate ship, fellowship or similar other
titles. It has not been submitted to any other university or institution for the award of any
degree or diploma.
:

JATINDER KUMAR
94512236933
MBA-IV A
 CERTIFICATE

This is to certify that JATINDER KUMAR of MBA fourth semester of GJIMT,MOHALI

has completed his project report on the topic of “ADVERTISEMENT STRATEGY FOR
FAST MOVING CONSUMER GOODS” under the supervision of faculty member of
GJIMT MOHALI.

To best of my knowledge the report is original and has not been copied or submitted
anywhere else. It is an independent work done by him.

MR.DINESH
GJIMT
MOHALI
 ACKNOWLEDGEMENT

Survey is an excellent tool for learning and exploration. No classroom routine can
substitute which is possible while working in real situations. Application of theoretical
knowledge to practical situations is the bonanzas of this survey.

Without a proper combination of inspection and perspiration, it’s not easy to achieve
anything. There is always a sense of gratitude, which we express to others for the help and
the needy services they render during the different phases of our lives. I too would like to
do it as I really wish to express my gratitude toward all those who have been helpful to
me directly or indirectly during the development of this project.

First of all I wish to express my profound gratitude and sincere thanks to my esteemed
learned Director Dr.VIMAL AGGARWAL, who allowed me to conduct the survey.

I would like to thank my professor DINESH who was always there to help and guide
me when I needed help. His perceptive criticism kept me working to make this project
more full proof. I am thankful to him for his encouraging and valuable support. Working
under him was an extremely knowledgeable and enriching experience for me. I am very
thankful to him for all the value addition and enhancement done to me.

No words can adequately express my overriding debt of gratitude to my parents whose

support helps me in all the way. Above all I shall thank my friends who constantly
encouraged and blessed me so as to enable me to do this work successfully.

JATINDER KUMAR
MBA
 CONTENTS

Acknowledgement

Chapter-1: INTRODUCTION: FMCG INDUSTRY

. STRUCTURE OF INDIAN MARKET
CURRENT INDUSTRY POSITION
BUDGET PROPOSAL AND ITS IMPACT ON FMCG
MAJOR PLAYERS IN FMCG INDUSTRY
a. Hindustan Unilever ltd.
b. Procter and gamble hygiene & healthcare ltd
c. Dabur India ltd.
Chapter -2 RESEARCH DESIGN
REVIEW OF LITERATURE
NEED AND OBJECTIVE OF THE STUDY
RESEARCH METHODOLOGY
Chapter-3: DATA ANALYSIS & INTERPRETATION
Chapter-4: CONCLUSIONS & RECOMMENDATIONS
LIMITATIONS OF THE STUDY

BIBLIOGRAPHY
APPENDIX
QUESTIONNAIRES
ADVERTISEMENT EFFECT ON FAST MOVING CONSUMER
GOODS
In the mundane sense , the advertisement of fast moving consumer goods are the most
pertinent. The ads of like toiletries and the other items of daily use are most projected ads.
The major corporate giants like Hindustan lever ltd , dabur India ltd , procter and Gamble,
Hygiene & healthcare ltd coke & pepsi etc . are the major player in the market . the ads
are presented so that with their impact the consumer are inclined to buy the product . ads
by business firms are use to achieve its communication objectives with a target group.
The phase impact of ads and ad effevtiveness are synonymous . now what is ad
effectiveness ? effectiveness of ad cannot be measured with a mathematical or empirical
formula . ads alone cannot sell the product . There are many other factors- product quality
, price , packaging , product characteristics , easy availability etc . which contribute
toward the sale of the product.
Consumer ‘s decision to purchase the product is influenced by its ads . so ads are
projected in such a way that it makes the attitude of the people favorable toward the
product . so the selection of media , ad script , copy test are done by the producer very
carefully and effectively . pretestingof ads is done through various ways.
Paired comparison
Portfolio test
Trailer test etc
After all such things ads come in ti fore, how if effect the decision and how much the
decision are effected are judged after that . tests are made by the ad producer to know its
real effects . these tests are :
Penetration test
Error-in-recognition measurement
Triple association test etc.
Other way to judge ad effectiveness is through questionnaire survey.
Ad stimuli come in consumer mind and how consumer react to it depends upon consumer
black box . consumer decision to purchase is shaped by culture, sub culture , social
group , reference group , family , age , life cycle stage , occupation , learning , life style ,
economic condition etc . these effects are studied concentrating on :
Toothpaste
Shampoo
The study gives the knowledge about the fast moving consumer good industry, major
player in indian market and budget effect on FMCGs.

FAST MOVING CONSUMER GOODS INDUSTRY

The FMCG (Fast Moving Consumer Goods) Industry comprises

of goods, which are mass use goods directly consumable,
packaged and branded having significant demand in low to
middle income strata and above all highly price sensitive.

Fast-Moving-Consumer-Goods, commonly referred to as FMCG's,

are all those products that are on the shelf one minute and gone the
next. They are the types of products which the regular consumer, like
you or I, encounter on a daily basis. In the morning you clean your
teeth with toothpaste, you wash down you breakfast with orange juice,
and you race out the door grabbing your copy of the daily newspaper.
. . . You get the idea? There really are an infinite number of FMCG's in
today's market place, and if you blink for too long you will miss the
launch of another one (or a whole new range). Essentially, they are the
types of products found in retail outlets such as New World
Supermarkets, the rapidly sprouting Star-Mart convenience stores, and
the corner dairy. The FMCG (Fast Moving Consumer Goods) industry
comprises of goods, which are mass use goods directly consumable,
packaged and branded having significant demand in low to middle
income strata and above all highly price sensitive.
The FMCG Industry in India is the third largest Industry after
Textiles and Petroleum with a turnover of over Rs. 86,000 crores. Its
participant profile is extensive and includes food and related products
such as tea, salt, tobacco, oils, fats and processed foods, personal care
products such as soaps, detergents, hair oils, and toiletries and dental
products. Other goods include batteries, sanitary napkins, shoe polish,
insecticides and liquor. The Industry contributes to the exchequer by
way of Income Tax and Central Excise to the extent of 9% and 16%
respectively of the total collection. It provides large employment both,
direct and indirect and in terms of the 1994 data, it provided 6% of the
total 9.1 million. It directly provides employment with a multiplier of
5.5. Each manufacturing employee supports 7 people downstream. The
Industry has a significant rural bias and accounts for 56% of the total
rural demand.
Expenditure on consumer durables like washing machines,
refrigerators, and colour televisions has shown an impressive growth
during the 1990's. In 1993-94 households owned 586 million durable
goods, which increased to 705 million by the year 1995-96, Le. a rise of
about 20.3 percent in two years. Even allowing for increase in
population, the average ownership per household went up from 3.72
percent in 199394 to 4.27 percent in 1995-96.
The rural share of the market for durable goods has been
growing steadily over the last few years, from 54.24% in 1989-90 to
56.6% in 199293 and to 57.9% in 1995-96. This share went up to
59.3% in 1997-98. For some products, like bicycles, mechanical
wristwatches and radios, the rural share was in excess of 75%. In 1989-
90 only 6 products had a share of over 50%, in 1995-96, this jumped to
10 products.
During 1997-98, there were 11 products having more than 50% of
its market in rural areas.
 STRUCTURE OF THE INDIAN MARKET
Consumer group Household income Number (million)
The very rich Above rs 215000 1.2
The consuming class Rs 45,001-215,000 32.5
The climbers Rs 22,001-45,000 54.1
The aspirants Rs 16,001-22,000 44
The destitute Below rs 16,000 33

RURAL MARKET
Rural areas where nearly 70 percent of Indians live , have witnessed rapid market growth
in recent times , driven largely by agricultural growth , income distribution , and inroads
made by audio-visual media. The rural share of the market for durables goods has grown
steadily over the last few years , from 54.2 percent in 1980-90 to 57.9 percent in 1995-
1996 , while for a large variety of items such as bicycles , mechanical wrist watches ,
radio/transistors etc., the share of the rural market was in excess of 75 percent.

Products Sales in rural markets(in percent )

Radio/transistor 75.2
Bicycle 78.08
Mechanical watches 76.59
Sewing machine 64.34
Table fans 61.89
Quartz watches 54.00
Black & white TVs 62.65
Cassette recorder 55.03
Motorcycles 47.87
Pressure cookers 51.51
Ceiling fans 50.36
Electric iron 43.85
Tooth paste 39.98
Talcum powder 45.25

The economic liberalization has given enormous opportunities ti the fast moving
consumer goods than any other segment . the increased penetration of several brands to
the rural India has given a greater scope to the fast moving consumer good companies.

BUDGET PROPOSAL AND ITS IMPACT ON FMCG

 The rationalization in the duty structure in the fast moving consumer goods will provide
greater leeway to reduce the product prices and pep up the sluggish volume growth in
most FMCG categories . the objective of the proposed measure are to improve the
demand for these items and through which the recession can be countered. But the effect
of various tax measure particularly on the custom duty modification can have adverse
impact on domestic producers . due to reduction in custom duty on several items and raw
material , the impact will be manifold. For example as the basic custom duty on raw
material and finished goods attract the same duty and with applicable sales tax and other
state taxes , the raw material will suffer more tax incidence than finished goods import
and sale . to avoit this the mismatch a graded duty structure can be considered , under
which the duty on raw material should be kept at lower level (60%-70%) compared to the
finished goods.
The excise duty on FMCG items are levied largely based on MRP where the assessable
value is computed by allowing standard abatement covering only the taxes and trade
margins . the advertising cost and other similar post manufacturing cost will now suffer
double taxation i.e. service tax and excise duty as these are not given abatement . the 5%
service tax on th same element of cost would have a cascading effect.

CONSUMER DURABLES REVISED TARIFFS(%)

(percent) Customs Excise Abatement rate

2004-05 2005-06 2004-05 2005-06 2004-05 2005-06

B/W TVs 20.4 15.3 16.3 16.3 - -
Colour TVs 20.4 15.3 16.3 16.3 35.0 35.0
Refrigerators 20.4 15.3 16.3 16.3 40.0 40.0
Room ACs 35.2 30.0 24.5 16.3 35.0 35.0
Washing machines 20.4 15.3 16.3 16.3 40.0 40.0
Colour picture tube 20.4 15.3 16.3 16.3 - -
Glass parts for CPTs 20.4 15.3 16.3 16.3 - -
Thermostats, copper
15.3 15.3 16.3 16.3 - -
tubes
Compressors 15.3 15.3 16.3 16.3 - -
Alloy Steels 15.3 10.2 12.2 16.3 - -
CR steel sheets 5.1 5.1 12.2 16.3 - -
Polymers (ABS/HIPS) 15.3 10.2 16.3 16.3 - -
THE CURRENT INDUSTRY POSITION OF FMCG
INDUSTRY

The fast moving consumer goods (FMCG) industry is poised to achieve an overall growth
between 8%-8.5% in 2005-06, up 2-2.5% over the growth rate clocked in the previous year. This
optimistic prognosis is revealed by the Survey on the FMCG sector carried out by FICCI's
research division.

The survey released by FICCI president Onkar S Kanwar reveals that personal care products
continue to ride high with ’excellent’ (20% plus) to ’high growth’ (10%-20%) rates in 12 products.

The FICCI survey based on feedback from large FMCG companies and associations, shows that
the sectors which are projected to achieve excellent growth of 20% and above in 2005-06 are
deodorants (40%), hair dyes (30%), shaving cream, cleaners/repellents (22%) and anti-dandruff
shampoos (20%).

The ‘excellent-growth’ achievers are thus set to improve their growth rates this year compared to
their performance in 2004-05. In that year the growth rates were deodorant (40%), hair dyes
(26%), shaving cream (21%), cleaners/repellents (22%), anti-dandruff shampoos (20%).

The survey shows that in 2005-06, the sectors that are projected to achieve high growth between
10%-20% are: soap & toiletries (14 %), toilet soap (14%), tooth paste (10 %), personal health care
(12%), oral care (12%), skin care & cosmetics (11%), skin/ fairness cream (12%), branded
coconut oil (18 %), feminine hygiene (12%), and dish wash (10 %).

In comparative terms, in the previous year, the sectors that have recorded high growth between
10%-20% are: personal health care (10%), oral care (10%), skin care & cosmetics (10%), branded
coconut oil (15 %), shampoos (16 %), feminine hygiene (10%).

The 2005-06 projections of some sectors that are set to record moderate and single digit growth
are: washing powder (8.5 %), detergent cakes (7 %), liquid detergent (8.5%), laundry soaps/ bars
(3 %), personal wash (7 %), tooth powder (5 %), tooth brush (5 %), coconut oil (6.5 %). In 2004-
05, the comparable growth rates were: soap & toiletries (6.5 %), washing powder (8 %), detergent
cakes (7 %), liquid detergent (8 %), laundry soaps/ bars (2 %), dish wash (8.5 %) personal wash
(6 %), toilet soap (6 %), tooth paste (4.5 %), tooth powder (2 %), tooth brush (5 %), skin/ fairness
cream (7.5%), coconut oil (5.5 %), feminine hygiene (10 %).

The survey notes that growth in urban markets has been much faster at about 7% and there has
been revival in rural markets, though at a relatively slower rate of about 4 %.
Higher growth rates in the companies like Dabur, Marico, Parle, Johnson & Johnson, Godrej
Consumer, Procter & Gamble, Gillette and others have been achieved by innovation and well-
planned distribution strategies adopted by the companies.

Innovation and launching of new brands are being adopted by the companies to grab the market.
For example, Godrej Consumer Products is focusing on product innovations and extensive
advertising campaigns to popularize its soap brands.
 MAJOR PLAYERS
IN
FAST MOVING CONSUMER GOOD MARKET

HINDUSTAN UNILEVER LTD.

Executive Summary
Hindustan unilever Limited, 51.6% subsidiary of Unilever Plc,
is the largest FMCG Company in the country, with a turnover of Rs.
114bn. The company's business sprawls from personal and household
care products to foods, beverages, specialty chemicals and animal
feeds. The company has a dominating market share in most categories
that it operates in such at toilet soaps, detergent, skincare, hair care,
color cosmetics, etc. It is also the leading player in food products such
as branded packaged tea, coffee, ice cream and other culinary
products.
HUL grew at a fast pace in the mid 90's driven by its
aggressive acquisition spree. From a Rs. 38bn turnover (contributed
70% by soaps, detergents and personal products), HUL's turnover has
now grown to Rs. 114bn, with personal products contributing to 56% to
turnover and beverages and food products contributing to 36% to
turnover. While growth during the last five years was being driven by
fast growing personal products business, the pace has slackened
significantly since 2005.
In F12/00, soaps business de-grew by 3%, detergents grew by
8%, while other personal products (household care, oral acre, skin care,
hair care, color cosmetics0 grew by only 4%. Expansion of the foods
business, which has been identified as a major growth area, has not
been as fast as anticipated. beverage sales move largely with
commodity price trends, which have not been too encouraging.
Branded tea business grew by 5% in F12/00 while the ice-cream
business has failed to takeoff registering a 4.3% degrwoth. The Rs.
2.7bn staple food business grew by 23.6% on the small base.
 The fast moving consumer goods business is characterized
by tow pillars - strong brand equity and a wide distribution network.
Brand equities are built over a period of time by technological
innovations, consistent high quality, aggressive advertisement and
marketing. Availability near the consumer through a wide distribution
network is another crucial success factor, as products are of small
value, frequently purchased, daily use items. HUL is strong on both
these fronts with 110 brands and a 1mn strong direct retail reach. A
slowdown in industrial growth and erratic monsoon in several parts of
the country has led to a slowdown in consumer demand during the last.
Competitive position: HUL is the market leader in the
detergent and soap industry. Nirma is a close competitor in detergents
and has been slowly gaining ground in toilet soaps too. The other
significant competitor in detergents is P&G. Despite being the global
leader in this segment, has been unable toachieve a critical mass in
India due to premium pricing strategy. In oral care segment, HUL has
emerged as a strong No. 2 player, giving stiff competition to the
market leader Colgate. In the hair care segment, HUL dominates the
shampoo market and is the No. 2 player in hair oils. In the skin care
market, besides competition from leading global players, HUL has also
been losing share to south based player Cavincare Ltd. In the foods
business, Tata Tea in packet tea, Nestle in Coffee and culinary
products, GCMMF (Amul) in ice creams, and Godrej Pillsbury in staple
food are the main competitors.
 HUL MARKET SHARE IN VARIOUS PRODUCT SEGMENTS

Personal Products Foods & Beverages

Toilet Soaps 59% Tea 36%
Detergents 39% Instant Coffee 32%
Detergent cakes/Bars 47% Roast & Ground coffee 54%
Scourers 59% Ice cream 25%
Oral care 36% Ketchup 41%
Shampoo 64% Jams & Squashes 74%
Hair oil 15% Atta 18%
Skin care 55% Salt 17%
Talcum Powder 62% Edible oil & fats 27%

Profitable growth is the new mantra of the FMCG major's new

Chairman Vindi Banga, who took over the reins from Keki Dadiseth last
year. In contrast to Dadiseth's strategy of expansion through
acquisition, Mr. Banga's strategy revolves around rationalization. A
focus on 30 power brands, which are major contributors to profitability,
seeking new avenues of expanding distribution reach, improving
profitability of Foods businesses, which is in the investment phase are
the thrust areas outlined by him. The non-FMCG businesses are either
being are hived off or are being strengthened by partnerships with
players who have the technological expertise in tose bossiness.
Business
HUL's core business comprises of soaps (18%), detergents (16%),
personal products (19%), Tea (16%), coffee (2%), Ice-cream (1%),
culinary products (1%). Animal Feed, specialty chemicals and other
small business contribute to the balance 18% of HLL's turnover.
PROCTER AND GAMBLE HYGIENE & HEALTHCARE LTD

Executive Summary

PGHH, 65% subsidiary of P&G USA (P&G), is mainly engaged in

the business of health care and feminine hygiene. The parent has
identified anti-cold products (Vicks range) and feminine sanitary
products (Whisper) as the focus area for its listed Indian subsidiary. The
company also manufactures detergent for the parent's 100%
subsidiary, Procter and Gamble Home Products (PGHP). Other
businesses include men's toiletries and skin care products
Vicks is the dominant leader in the anti cold OTC segment Main
competition is from domestic local brands like Amrutanjan, Aandu etc.
in rubs and balms and from MNC brands such as Halls, Strepsils in
cough lozenges segment. A recent entrant Paras Products has been
giving stiff competition to Vicks Vaporub, by aggressive advertising and
competitive pricing of its products. Sale of Vicks 500 range was also
adversely affected by a surge in counterfeit products. The company has
been able to stem counterfeit sales through new packaging and joint
industry efforts in controlling sale of fakes through Brand Protection
Committee.
The parent, Proctor & Gamble, USA operates in India through
three entities. 65% subsidiary - Procter & Gabmle Hygiene &
Healthcare (PGHH), which is focused on Anticold (Vicks), and Feminine
Hygience (Whisper). This subsidiary also manufactures detergents and
Men's Toiletries products (Old Spice). 100% subsidiary - Procter &
Gamble Home Products (PGHP) is focused on the Detergent (Ariel,
Tide), Hair Care (Pantene, Head & Shoulders), Baby care (Pampers),
Snack Food (Pringles) business. Distribution of products is carried out
by another subsidiary Procter & Gamble Distribution Company, which is
jointly owned by PGHH and PGHP. The management is highly opaque
and does not share any of its growth plans or strategic decisions. The
company declared a whopping 400% dividend in F6/99 and in F6/01,
the largest beneficiary of which besides the small investors has been
the parent company. Also venture into new product segments, where
P&G has a technology dg (shampoos, detergents, toothpaste) are
undertaken through the 100% subsidiary PGHP

Business
PGHH's core business consists of anit-cold and feminine hygiene
products. Detergents and shampoos are manufactured for parents
100% subsidiary. The shampoo manufacturing arrangment has been
terminated w.e.f. H2 FY2000. Skin care and men toiletry products from
a small part of turnover and are not the main focus areas for P&G.
The following is the estimated turnover breakup from various
product segment.
Category Brand % Share in T/0
Cosmetics, Personal Products/Whisper 26
& Toiletries Clearasil 4
Soaps & Detergents Ariel, Tide, Camay 27
Vicks Vaporub 18
Ointments & Creams Old Spice Shaving Cream 3
Lozenges Vicks Lozenges 9
Tablets Vicks 500 9
Liquids Old Spice 2

DABUR INDIA LTD.

Executive Summary
Dabur India is into business of manufacturing and selling of
ayurvedic medicines, ayurvedic, natural and herbal personal & health
products and processes foods either directly or indirectly through its
subsidiaries. The company is among top FMCG companies in the
country. It its presence in Indian market for past 115 years. Most of its
ayurvedic/OTC brands are the market leaders in their respective
segments. Dabur has developed considerable expertise in these
traditional areas and has well developed considerable expertise in
these traditional areas and has well understood the consumer
preferences for the traditional ayurvedic remedial measures. The
company hitherto had been a family run business but with increasing
competition the company has undertaken massive restructuring over
past 2 years and has exited form a number of low margin businesses.
The company has hived off its foods business into a 100% subsidiary. In
FY00 the company sold off its entire stake in Excelsia JV with Nestle for
manufacturing biscuits for a nominal value of Rs. 10. The company has
also decided to wind up its finance businesses.
Though the company exited form beauty products business but
with increasing market size and higher margins the company has
revived its interests in reentering the business. The company recently
decided to venture into Insurance sector in a tie up with Allstate.
In Q1 FY01 the company's sales grew 6.1% yoy growth to Rs.
2.5bn. On a comparable basis (i.e. excluding sales from foods business)
yoy growth in sales would have been higher at 10%. Operating profit
margin excluding other income has recorded a 0.7% point gain from
6.5% to 7.2% mainly aided by lower raw material cost. Net profit in the
previous corresponding quarter was inflated due to a non-recuring
income of Rs. 211mn from sale of stake in confectionery joint venture
General de Confeteria (now Joyco India). Adjusted net profit after
including this non-recurring income therefore displays a 73% yoy
decline of Rs. 72mn.
Business
Ayurvedic products, based on natural elements/herbal extracts,
originated in India. Have become popular in the OTC segment, wherein
significant advertising and promotional expenses have to be incurred in
order to increase consumer awareness. But, in the absence of price
controls margins are attractive once a brand is established. Most large
ayurvedic players such as Dabur, Zandu, Baidyanath etc. leverage on
brand equity, new product launches and established distribution
network to drive sales. Exports are also limited to mainly OTC products
promoted as tonics/food supplements etc.
The company has also established strong brand equity in
personal products like hair oils, shampoo, etc. The company has
diversified into the foods business, directly and throughjoint ventures.
Dabur's key growth driving brands are Chyawanprash, PudinHara,
Hajmola, Dabur Amla, Dabur Vatika and Lal Dant Manjan.
Based on the products manufactured by the company entire
business can be divided into 5 divisions, namely Family Products
Division, Health Care Division, Ayurvedic Specialities Division,
Pharmaceutical division and Exports division. Each of these divisions
performed well during FY00. The family products division grew by 16%
you while Health Care products division recorded a growth of 12%.
Ayurvedic specialties division grew by 27% yoy while pharmaceutical
division grew by 20% yoy.

RESEARCH DESIGN

1. Desk research : familiarity with the topic and the market were gained through

2. Pilot study : the main objectives was to finalise the method of measuring effects
of advertisement on purchase decision ( including testing its validity ). It proved
beneficial even for finalizing the research objectives , hypothesis and questinne .
for the pilot study a sample size of 100 was randomly selected from the city of
patiala and near by places.

3. Questionnaire :b care was taken to see that the question asked were neither in
exces of nor short of what was required by the research objectives anb
hypothesis . the coding plan for data entry was incorporated into the design of the
questionnaire thus making the subsequent task of data entry . numbers of
questionnaire used are two one for survey on shampoo or other for survey made
on toothpaste .

4. Sampling : data was collected from patiala city . this city was selected because of
the different profile of house hold offered by them . some care to include to the
people of different age group , income group , and occupation . within the town
 the localities and household were selected randomly . the totakl sample size was
100 respondants 50 for survey made on shampoo and other for survey made on
toothpaste . respondents include both male and female .

5. Sources of data : data is collected both through

secondary sources
Media- from where the knowledge about different brands and theid ads.
Journals etc.
Primary sources
Field survey through filling of questionnaire .

6. Data checking validation and analysis : was done with the help of a computer .
given the nature of hypothesis and data, some assumption are used .

7. Some assumption in the questionnaire :

Monthly income of the students who taken the money from ther homes are taken of
their parents.

Non-service class income are taken as annual income divides by 12 months

Unmarried boy are ask to tick husband alone while on the question as who influence
the purchase decision or as same in case of girls.

Children are taken between the age group of 13-20.

OBJECTIVE OF THE STUDY :

• To study the target groups of various product ads

• To study the target groups of various products are reached through ad
• To study about the consumer decision are effected by the ads
• To study the consumer view about ads , are they think that ad deceives them or
wastage of money
NEED / IMPORTANCE OF THIS RESEARCH

Every day each of us makes numerous decisions concerning every aspect of our daily
lives . these decision includes big decision and small decision about purchase of daily
consumable goods and our decision on these daily consumable goods are effected by our
level of knowledge because we generally not make a search for data to make such
decision . so we are more dependent on the knowledge we get easily from external
environment. Advertisement are the best source to get that knowledge. So advertisement
has effect on our purchasing decision . study is important to know how the advertisement
effects the decision while making the purchase .
From the company point of view, brands are expensive to create and have a high mortality
rate. It is in the interest of business to ensure that they stay strong and healthy. Only
advertisement can do this task more efficiently . given the importance of advertisement ,
marketing managers must know which element of m,arketing strategy can be used to
increase brand name through advertisement . study is important to know how the target
groups are given the advertisement and how the companies give the advertisement in that
competitive environment.
TOOTHPASTE MARKET

 Many people in indfia still clean their teeth with traditional products like neem
twings , salt , ash , tobacoo or other herbal ingredients .
 Average all India per capita consumption of toothpaste is a DISMAL 82 GMS
 The dentist to population ratio is a critically low 1:35000 in the country . this
result in low oral hygiene consciousness and widespread dental disease.
 Less than 15% of the Indian toothpaste users brush twice a day.
 The toothpaste market grew at a CAGR of 7-8% between 1995-2000 but in 2005
the market grew by only 6%
ANALYSIS OF DATA

Age Group No. of People %age

15-20 5 10
20-25 20 40
25-35 15 30
Above 35 10 20

40
35

30

25 15-20
20 20-25

15 25-35
Above 35
10

5
0
%age

Survey was made on the people who use toothpaste. Survey

includes the people of different groups such as 13-20, 20-25, 25-35 and
above 35. Mostly are the young mature people, as 20 are in age group
of 20-25 and 15 in age group of 25-25. Mostly are the married people
and single earner in their family. Students are more in the age group of
20-25 and 13-20 all are students. Old age people are less included in
the survey. people between the age group old 25-35 are mostly the
serviceman and having both the couple working.
Monthly Income No. of People %age
5000-10000 12 24
10000-15000 18 36
15000-20000 12 24
Above 20000 8 16
 40
35
30
25 5000-10000
20 10000-15000
15000-20000
15
Above 20000
10
5
0
%age

Mostly incomes of the most of the people are between 10000-

15000, as out of 50, 18 have the income in this group and 12 each
come under 5000-10000 and 15000-20000 income group. A person
belongs to lower middle class; milled class and upper middle class are
included in the survey. Only 1 has the income more than 20000. Some
family have the combine income of both the husband and wife but the
income is taken of one who included in the survey. If their combined
income is also taken mostly come in income group between 15000-
20000.

Occupation No. of People %age

Serviceman 18 36
Farmer 4 8
Self employed 6 12
Businessman 12 24
Student 10 20
 40
35
30
Serviceman
25 Farmer
20 Self employed
15 Businessman
10 Student

5
0

Respondents are tried to include of different occupation such as

Serviceman, Farmer, Self-employed, Businessman and Students.
Numbers of serviceman are more as survey includes 18 out of 50.
Servicemen mostly have two earners in their family as both the
husband and wife are working. Students are also part of the survey
mostly the university student who doesn't earn him or her; they get the
money from their parents. But student are the most important segment
as they are more targeted by most of the advertisement.

Sex No. of People %age

Male 28 56
Female 22 44

60

50

40
Male
30
Female
20

10

0
 Survey is not restricted to either the male or female respondent
only. Both the sexes are included in the survey. Numbers of males are
more as 28 out of 50 or 56%, is not makes a big difference. No female
farmer of businessman found in the survey. I do the survey in district
court here I found some professional ladies. Some girls of university are
also in the survey and the service staff in government offices. Male
respondents are almost equal from all occupation.
Use Toothpaste No. of People %age
Yes 48 96
No 2 4

100

80

60 Yes
No
40

20

A survey try to include those people only, who are using

toothpaste as 48 out of 50 use toothpaste and only 2 who are (Datoon)
only. Some other also use (Datoon) sometime but mostly uses
toothpaste. One person who use D Student Datton only are the age of
62 years and a retired retirement and the other a student how believe
in using natural things provided by nature. These two never use brush
and toothpaste and he believes that his teeth are stronger than other.
But normally people use toothpaste only.

Brand Preference No. of People %age

Close up 14 29
Colgate 11 21
Pepsodent 14 29
Babool 5 8
Others 6 13
 30

25
Close up
20
Colgate
15 Pepsodent
Babool
10
Others
5

For the question of brand preference, some selected brands are chosen
only. These are Closeup, Colgate, the Pepsodent, Babool and other if
any. Out of all there brand Closeup and Papsodent are of Hindustan
Lever Limited and have Limited and have more sale than other. Both
combine have 28 respondent out of 48 who use Closeup and Pepsodent
14 each and 10 who use Colgate and 4 who use Babool, 6 are those
who use other brands. There day HLL doing the more aggrieve
marketing and give more advertisement on T.V. so they naturally
acquire major share. Colgate, which was the main competitor of
Closeup, has now decreasing its market share.
Seen Product AD No. of People %age
Yes 50 100
No 0 0

100

80

60 Yes
No
40

20

0
 When the people are asked that have they been seen the
advertisement of the product they are using> the results were 100% all
the 48 responded in yes. At because of fast growing use of television
and more number of channels, people are more aware of the product
through its advertisement. People now have more information about
the new brands come in the market and which brand is giving more
advertisement.

Where seen the AD No. of People %age

T.V. 36 72
Magzine 4 8
Newspapers 4 8
Others 6 12

others
Newspaper 12%
8%
TV
Magazine
Newspaper
TV others
Magazine
72%
8%

Where the people seen the advertisement of the product they are
using? One more result, which comes in 100% that all the people seen
the advertisement on T.V. They have seen the advertisement on some
other places also such as retailer shop, magazines and newspaper.
Much of the information about the product in taken by the people from
advertisement on T.V. There day people are more rational in their
decision or they know every thing about the product and its attributes.
They need not to make much reach of additional data for taking their
decision because advertisement already increase their knowledge.
When seen the AD No. of People %age
7.00A.M. to 10.00A.M. 4 8
12.00P.M. to 4.00 P.M. 17 33
7.00 P.M. to 10.00 P.M. 25 51
After 10.00 P.M. 4 8

60

50
7.00A.M. to
10.00A.M.
40
12.00P.M. to
4.00 P.M.
30
7.00 P.M. to
10.00 P.M.
20
After 10.00 P.M.
10

As the people usually watch T.V. but that time it is alos more
important the time when they see the toothpaste advertisement more
and when their decision is more effected. Mostly people watch the
product advertisement at prime time of T.V. between 7.00 P.M. to
10.00P.M. as 24 out of 48 mean 50% and other higher number in 18
out of 48 means 33% seen the advertisement between 12.00 P.M. to
4.00 P.M. when the house ladies are at their home and watch the family
dramas of serials. Only 4 were seen the product advertisement at
morning time between 7.00A.M. to 10.00 A.M. and 4 who seen the
advertisement after 10.00 P.M. at night.

Who influence No. of People %age

Purchase
Husband/Alone 19 38
Wife/Alone 25 49
Children 6 13
 50

40

30 Husband/Alone
Wife/Alone
20 Children

10

Purchase decision about the product or brand to be purchased is

most important. In most of the families the housewives and ladies take
the decision about daily usage small goods. Some in the case of
toothpaste, wife's generally tell their husband about brand to be
purchased or sometime they herself purchased the product from the
market as 24 out of 48 are wife/alone. Husband/alone are 18 including
hostlers those who take the money from his father, but the decisions
about the purchase of brand is their own. Children who came between
the ages of 13.20 are purchase the toothpaste mostly after seeing the
advertisement on T.V.
How long have you No. of People %age
been using
3 Months 9 17
6 Months 10 21
1 Year 21 41
More than 1 Year 10 21

50

40
3 Months
30
6 Months

20 1 Year
More than 1 Year
10

0
 The use of toothpaste is more sable than in case of shampoo as
the toothpaste once purchase used for one month and next month
usually person purchase the same brand. Trail ability is more in case of
toothpaste also, as 50 gm. tube is also available. How long the
respondent are using the product, is 1 year or more than 1 year as 30
out of 48 use it 1 year or more than 1 year. But still some shift in also
there as some use it from 3 months and 6 months only mean there is
shift to the other brand. After some time companies come with new
and better in the product and knowledge about that they come to know
through T.V. advertisement.

Now comes, how much the advertisement effects the purchased

decision. The questionnaire includes the liker scale question to tick the
point according to their level of agreement of disagreement. Mostly
people agree with the statement that their decisions are effected by
advertisement. 28 out of 48 are either agree or strongly agree with the
statement and 132 were neutral, 6 other were disagree with the
statement and 2 was strongly disagree. But the majority agrees that
when the new product advertisement or new advertisement of old
product in new style come regularly on the T.V. it definitely have the
effect on the purchase decision.
What appeal in AD No. of People %age
AD Script 17 28
Projected Celebrities 12 21
Voice 12 21
Spotting Action 19 30

30

25 AD Script

20 Projected
Celebrities
15
Voice
10
Spotting Action
5

So, what appeal more in the advertisement? Ad script, projected

celebrities, voice of music, spotting action. The respondents are asked
to tick one or more than one answer. The maximum are agree with the
spotting action such as comedy, romance etc. Other more number are
in favour of Ad script. 18 says about spotting action and 16 says about
Ad script, 12 each are in favour of projected celebrities such as famous
models, kids etc. or voice and background music. If the advertisement
appeals more to the customer then he/she will definitely go for the
purchase of that brand.

One more statement with likert scale given the questionnaire so

that, how much the people are agreed with the statement that
advertisement deceives of cheats customers. People have equal
thinking about both the views or mostly never think about it. Some
respondents first disagree with the statement but after some time they
shift to the neutral or disagreement side. Maximum 14 are neither
agreed nor disagree with the statement, 18 was agree or strongly
agree, 16 was disagree or strongly disagree with the statement. People
normally don't think about that they are not aware about the think is
that their decision change because of advertisement effect.

What the people think about money spend by companies on

advertisement? As we know that expenditure on advertisement add to
the product cost, what the people think about? Do they agree with the
statement that advertisements are the wastage of money? People are
disagreeing with the statement. Some who responses that
advertisements deceive or cheat customer are also disagree with the
statement because they believe that advertisement give the
knowledge of products or brand which satisfied their need or desire in
the better way. 20 out of 48 was disagree with the statement, 8 neither
agree nor disagree, 10 was agree and 2 was strongly agree with the
statement. He told that more than 50% of cost of the product increases
due to the expenditure on advertisement.
Reaction to the AD No. of People %age
Immediate Purchase 9 17
Purchase After Sometime 37 75
No Reaction at all 4 8

80
70
60 Immediate
50 Purchase

40 Purchase After
Sometime
30
No Reaction at
20 all
10
0

Now the last question in the toothpaste survey is the reaction of

people to the particular advertisement, means after how much times
they take to go for the purchase of product. Either they do immediate
purchase or purchase after the product get some market share or not
react at all. 36 out of 48 says that they purchase the product only after
the product gets some good reputation in the market. Some purchase
product satisfied their need or desire in the better way as compared to
the previous product, they shift to that brand otherwise go back to their
old product. Trail ability make the shampoo market more fluctuating,
so the common point of view is that the decisions are taken on
advertisement basis but only after the product gets some reputation in
the market.

FINDINGS IN TOOTHPASTE SURVEY

Target Group
Toothpaste industry is now more targeted to the particulars
segment with their targeted consumer. Market for toothpaste is mainly
divided in four groups.
• People who prefer for Whitening teeth
• People who prefer for Gum Care
• People who prefer for Breath Freshness
• People who prefer Herbal Content
There are separate target group of customers but some
advertisement as brand try to target two or more groups also. The first
three groups have all most equal share and Herbal toothpaste have
fewer roles because of less advertisement.
How Target Groups Given AD
• Targeted segment are given the advertisement as the
product can solve their problem in the better way than by only
other brand.
• Projected celebrations are use, as models or young age
college-going students are shown. As the Colseup advertisement
show the young boy and girl come close because of breath
freshness.
• Time are most important as the advertisement are given mostly
on prime time between 7.00 p.m. to 10.00 p.m. to target the
most extent customers as possible.
 • Advertisements are given on famous channels such Start
Plus, Zee T.V., Sports & Music Channel.
How the Decision Effected By ADS
• As the toothpaste don't have as much trainability as the
shampoo have but have some trainability with small size of
tubes which effect the purchase decision as the people can
try new product as product with new characteristics with
small size of tubes.
• Decision of the purchase in more effected by advertisement
if the customer face only problem and advertisement give
the solution to that problem.
• Price is not given much consideration as the Babool have
fewer sales instead of having less price.
• Decision in effected by advertisement and also by
availability of product in the market sometime you select
the brand but don't find with the retail and purchase some
other.
• Some people are of the view that we should change the
brand after some time, as it is being prescribe by doctors.
• More regular advertisement built more positive attitude of
the people towards a particular brand as these day Closeup
come with new slogan “Talk to me” which help them to
increase their role in market.

What is lacking Through ADS

• Survey shows that mostly house ladies are purchase or
decide about which brand to be purchased by
advertisement of toothpastes target them less. As mostly
youngster are targeted with advertisement.
 • Herbal contents shown by many product advertisements,
which can in the effect of the purchase decision more. But
still not shown to the much extent, which can be a good
market.
• Old age people never targeted by advertisement, which
can be a good segment for toothpaste market.
• Sometime advertisement tries to show something more
than the actual product, which increase the people's
expectation, and later on cause the bad reputation of
product.
• Advertisement should not show obscene or vulgar scene,
which are not come under ethical code of conduct.

Consumers view about ADS

• People are agreeing with the statement that
advertisements change their decision sometime in wrong
direction. It creates the feeling of sometime missing which
is very essential.
• Advertisements are not taken as the wastage of
expenditure as it increases the knowledge more than its
disadvantage. Only quality product service in the market.
• This advertisement leads to the monopoly in the market as
HLL enjoy the maximum share in daily consumable. So
there are the chances or raising prices.
SHAMPOO MARKET
The frequency of shampoo usage is very low. Most consumers
use shampoos only once or twice a week. In many cases, these
products are used on special occasions such as weddings, parties etc.
Some consumers use shampoo only to address a specific problem such
as dandruff or when they need to condition their hair.
Use of conditioners is not common. It is restricted to the super
premium segment or those are very involved with their hair care About
50% of consumers use ordinary toilet soaps to wash their hair. About
15% of consumers use toilet soaps as well as shampoo for cleaning
their hair. Brand loyalties in shampoos are not very strong. Consumers
frequently look for a change, particularly in fragrances. Consumers
attribute lathering to the act of cleaning. Major expectations from the
product are improvement in texture and manageability, giving softness
and bounce to hair, curing and avoiding damage to the hair.An Indian
needs more shampoo for a proper wash (average 6 ml) compared to 4
ml needed in Western countries as most Indian women have long hair.
Most consumers do not use shampoo daily. Regular users would need
smaller quantity of shampoo per bath. Southern market is
predominately a sachet market, accounting for 70% of sachet,
volumes. In sharp contrast, shampoo bottles are sold in the Northern
region alone. In the North, local brands such as Ayur have strong
equities and these products being low priced dilute sachet's USP of low
price.

ANALYSIS OF DATA

Age Group No. of People %age

13-20 6 12
20-25 14 28
25-35 18 36
Above 35 12 24
 40
35
30
13-20
25
20-25
20
25-35
15
Above 35
10
5
0

Survey includes the people between the age of 15-20, 20-25,k

25-30, above 35. More people were in age group of 25-35 as 18 or
36%, followed by 20-25 as 14 and above 35 as 12. Survey tries to
include those people who usually purchase the shampoo in their family.
Survey includes mostly the young age respondent with the income
group of 10000-15000. They are mostly the servicemen and some have
two earners in their family. Students are more in age group of 13-20
and 20-25. Ladies are almost equally included in al age group.
Monthly income No. of People %age
5000-10000 14 28
10000-15000 20 40
15000-20000 14 28
Above 2000 2 4

40
35
30
5000-10000
25
10000-15000
20
15000-20000
15
Above 2000
10
5
0
 Monthly incomes of people who are included in the survey have
monthly income between 5000-20000. Only two respondent have
ranging above 20000. 20 out of 50 had the monthly income 10000-
15000 followed by 14 people each in the group of 5000-10000 and
15000-20000. Middle class families are included as they are more
aware of brands and prices. Income of those who don't have fixed
monthly income like farmers, businessmen are taken annual income
divide by 12.

Sex No. of People %age

Male 30 60
Female 20 40

60

50

40
Male
30
Female
20

10

Survey includes both the genders. Out of 50, 30 were male and
20 were female, means almost an equal number. As the shampoo is
consume by both the male and female but the consumption by females
is more and they even purchase shampoo for her. Male consumption is
also more in Punjab because males here usually have long hair.
Females are mostly the students and servicemen/service women and
males are mostly the farmers, businessmen and self-employed. Both
the sexes are almost in all age group and income group.
Use Shampoo No. of People %age
Yes 45 90
No 5 10

100

80

60 Yes
No
40

20

Out of 50 people include in the survey only 2 are the non-user of

shampoo and person use Kashnikhar soap. Some other people also use
soap and other things but they use soap and other things but they use
soap and other things but they use shampoo also. As the people are
more careful about their hairs usage of shampoo is now increasing.
Only few remain on the old ways or using soap. The entire student,
servicemen use shampoo only. Some other also uses soap and other
ways but preferably use shampoo. Use of other ways is very
occasionally.

Brand Preference No. of People %age

Clinic Plus 12 25
Head & Shoulders 18 38
Pantine 8 17
Vatika 5 8
Lux 5 8
Others 2 4
 40
35
30 Clinic Plus
Head & Shoulders
25
Pantine
20
Vatika
15
Lux
10
Others
5
0

There are different brands available in the market. Survey

includes Clinic Plus, Heads and shoulders, Pentine, Lux and Vatika and
other comes under if any other. Most of the people use Head &
Shoulders instead of having higher price, as 18 out of 48 and 12 use
Clinic Plus. One thing must be noted here is that, these days more
advertisement of Head & Shoulder are coming on the T.V. Lux which
the company targeted to those who like glossy hairs have only 4 user.
Packing No. of People %age
Preference
Bottle 15 29
Pouch 35 71

80
70
60
50
Bottle
40
Pouch
30
20
10
0
 People who are using the shampoo prefer to use it in small pouch
available just in Rs. 2 or more. The 14 use shampoo in bottle and 34
prefer in Pouch. Pouch increases the trailability of Shampoo as person
can try different brands if they are not satisfied with one. One more
important thing is that people like to pay small amount. They are ready
to purchase quality product at higher price but the payment in
installment. That is why Head & Shoulder is sold maximum instead of
having more price, as Rs. 4 per Pouch. These days packaging is one of
the very important tool in the market work as the 5th P of marketing
mix.
Seen Product AD No. of People %age
Yes 45 92
No 5 8

100

80

60 Yes
No
40

20

While talking about the product advertisement of the brand,

which they are presently using, 44 out of 48 see the advertisement
either on T.V. or some other place. As they come to know about the
new brand from advertisement only. Those who not the advertisement
of the product they are using are either the hostlers or come know
about the product from retailer shop only. One interesting thing told by
the respondent that some brands are suggested by the retailer as it a
part of strategy use by the companies to give more commission to the
retailer.
Where seen the AD No. of People %age
T.V. 36 70
Magazines 5 11
Newspapers 0 0
Others 9 19
 70
60
50
T.V.
40 Magazines
30 Newspapers
20 Others

10
0

As because of increasing channels and more people are watching

T.V. Mostly people see the advertisement only on T.V. because they
don't have a habit of reading newspaper or magazines. Only 6 out of 44
who see the advertisement on magazine and 10 see it at retailer shop
only. T.V. is the most preferable mean used by the companies to give
advertisement. Some advertisement of toothpaste is give no
newspaper or magazine but very less on some selected newspapers or
magazines.

Who influence No. of People %age

Purchase
Husband 16 33
Wife 25 50
Children 9 17
 50

40

30 Husband
Wife
20 Children

10

Purchase of shampoo is mostly making by ladies as 24 out of 48

response on favour of ladies. Some men also told that there wives tell
them the shampoo to be purchased. Men are 16 who himself purchase
the shampoo or tell their wives to purchase the particular brand for
him. Children are 8 only who below the age of 20. As I told earlier that
housewives mostly purchase daily wage products, so the ladies are the
more targeted group for fast moving consumer goods by the
advertisement companies. Men also have influence on purchase but
they usually take those decision where the big monetary transactions
are involves.

How long have you No. of People %age

been using
3 Months 19 29
6 Months 15 42
1 Year 10 21
More than 1 Year 6 8
 45
40
3 Months
35
30 6 Months
25
20 1 Year
15
10 M ore than 1
Year
5
0

. They shift two other brands after some time. Respondents

mostly use the product from 6 months and 3 months. Only 14 are those
who are using the product from 1 year and 6 those who use it from
more than one year. It means they are not stitch to the one brand for a
long time. These days new and new shampoos are rounding with
additional attributes force or influence the customer to shift to that
brand. Trail ability through the use of pouches more the market less
stable for one brand.

How much advertisement effective decision of individual while

making purchase decision? Questionnaire includes the close-ended.
Likert scale question in which respondent are asked to rate his or her
view in five different scales or strongly agree, agree, neither agree nor
disagree, disagree and strongly disagree. 20 out of 48 was agree with
the statement that ads actually effect their purchase decision and 16
are neither agree nor disagree or they actually don't how much
advertisement effects their decisions. 8 are those who disagree with
the statement as they told that it's on you how you take advertisement
massage.
What appeal in AD No. of People %age
AD Script 12 25
Projected Celebrities 15 30
Voice 7 20
Spotting Action 14 25

30

25 AD Script

20
Projected
Celebrities
15
Voice
10
Spotting Action
5

At the time of purchase decision the influence of advertisement is

there. What the people like most in the particular advertisement, which
affect most their decision. As maximum 18 out of 44 are influenced by
projected celebrities like any film star or sports star etc. Other thing
appeal more in the advertisement is advertisement script or sporting
action like comedy, romance etc. the success of the advertisement
decide the volume of sales and more liked advertisement have more
influence on purchase decision of the consumer.

What the people think about the advertisement either

advertisement deceives customers or not. Respondent have equal
number of agreement or disagreement as 12 were agree with the
statement and 8 were strongly agree, 14 were disagree or 4 were
strongly disagree, 19 were those were neither agree nor disagree with
the statement. As some think that advertisement force them to
purchase the product as advertisement create a feeling of something
missing in the life but other think that advertisement give the
knowledge and helps as in taking more rational decision, which
otherwise could be wrong.

Advertisement is not the wastage of expenditure as most of the

people are disagree or strongly disagree with the statement. 18 out of
48 disagree with the statement and only 12 are agreed or strongly
agreed. Some of those who think those advertisements deceive them
also disagree with the statement because the knowledge given by the
advertisements are more useful. They think that it advantages are
more than its disadvantages.

Reaction to the AD No. of People %age

Immediate Purchase 5 8
Purchase After Sometime 40 84
No Reaction at all 5 8

90
80 Immediate
70 Purchase
60
50 Purchase
After
40
Sometime
30
No Reaction
20 at all
10
0
 The last question in the survey was the reaction to the particular
advertisement. Mostly people don't go for the product immediately
after the advertisement comes on T.V. or at other place. People are
mostly follow people when product gains some share or reputation in
the market. In case of shampoo some people shift to the new products
immediately after the new product come with some new product
because of pouch available which make more trainability for the
product.
FINDING OF SURVEY SHAMPOO MARKET

Target Group
Shampoo industry in India is divided into four major segments
and each segment targeted to the fix consumers their segments are:-
• Shampoo for Dandruff Solution
• Shampoo for Glossy Hair
• Shampoo for prevent hair loss
• Shampoo with herbal content.
Survey finds that dandruff solution shampoos have more strong
market. So Head & Shoulder and Clinic Plus enjoy more market share.
How target groups given AD
• Advertisement to the target market is given as the
solution of the problem such as dandruff solution, preventing hair
lost etc. Advertisement are targeted mostly to the middle class
which have the effect of projected celebrates on their purchase
decision, so the famous film star, sports starts, model and
personality are show in the advertisement.
• Time of the advertisement is one of the most
important factors. Some advertisements are mostly give between
12.00P.M. to 4.00P.M. targeted to housewives, and at prime time
between 7.00 P.M. to 10.00 P.M. to reach the advertisement to
the maximum extant it can reach and maximum effect it can
make on purchase decision.
• Advertisements are mostly given on the T.V. in
famous serials and on famous channels such as Zee T.V. Star Plus
and on movies channel and one sports channels.
• Advertisements have the much effect on the
purchase decision of people show the maximum sale of heads
and shoulders because these day decisions more advertisement
of Head & Shoulder come on T.V.
How the Decision effected by ADS
• Product is put in the market more through pouches
this increases the trailability, mean people shift to new brand on
trail basis and stand their until new brand satisfied them more
better way.
• Product characteristic, mean if the product give the
solution to the problem they are facing they go for that product.
• People frequently shift to other brand after six
months or 1 year with the decreasing in advertisement on T.V.
and other brand start showing much advertisements.
• Purchase decision are effected by advertisement if
the product have some reputation in the market new product
with more advertisement is purchase only when the people come
to know about its demand in the market and after trail by himself
or herself.
• Cost of the product effect the purchase decision but
product characteristic has more influence.
What is lacking through ADS
• Survey shows that mostly house ladies are purchase
or decide to which brand to be purchased but advertisement of
shampoo never targeted to the segment.
• Herbal contents are not shown by much the product
advertisement, which can in the effect of the purchase decisions
more. As people have the perception is that the herbal mean
more natural with no harmful effect.
• Old age people never targeted by advertisement,
which can be a good segment for shampoo market.
• Sometime advertisement tries to show something
more than the actual product, which increase the people's
expectation, and later on cause the bad reputation of product in
the market.
 • Advertisement should not shown obscene or vulgar
seen which are not come under ethical code of conduct.
Consumers View About ADS
• People are agreeing with the statement that
advertisements change their decision sometime in wrong
direction. It creates the feeling of sometime missing which is very
essential.
• Advertisements are not taken as the wastage of
expenditure as it increases the knowledge more than its
disadvantages. Only quality product service in the market.
• The advertisement leads to the monopoly in the
market as HLL enjoy the maximum share in daily consumable. So
there is the chance of raising prices.
 LIMITATIONS OF THE RESEARCH

• The findings of this research apply, at best, to

Punjab and the Union Territory of Chandigarh only. Even there,
the selection was not random and some could consider a sample
size of 100 respondents small.
• As all income groups were included in the scope of
the research the questions had to kept simple so that the
uneducated and the in articulate could also answer them. This
ruled out the use of sophisticated analytical techniques.
• Questionnaires don't have any question about what is
lacking in the advertisement, which was the part of objective.
• Error may occur due to calculation and tabulation.
• As human intelligence and perception are different
there may be chance that analysis, interpretation and conclusion
drawn out of the findings subject to error.
• Then, of course, there are those limitations that are
common to all empirical researchers and can arise at any stage
of the research process e.g. mistakes may have been made in
selecting respondents, in asking questions, while recording
answers, while entering data or while correcting it etc.
Respondents may have deliberately or inadvertently misled the
data collector.
 CONCLUSION

The project was based on the study of consumer behavior. How the
consumer decision for the purchase of daily consumable or durable
goods are affected through advertisement . companies or
advertisement agencies are tries to give the advertisement more
targeted to give the advertisement more targeted to the customer’s
need or desires . they first study the need or problem which the
 QUESTIONNAIRE

Name______________________
Age group:
13-20 20-25
25-35 Above 35
Monthly income
5000-10000 10000-15000
15000-20000 above 20000
Sex
Male Female
1. Do you use shampoo?
Yes No
2. Which brand you are using or preferring
Clinic plus Herbs & shoulders
Pentine Vatika
Lux Any other
3. Have you seen that product ad. You are using ?
Yes No
4. Where did you see that ad ?
T.V. Newspaper
Magazine
5. Who purchase this product in your family
Husband Wife
Children
6. How long have you been using this brand ?
3 Months 6 Months
1 Year More than 1 year
7. Which factor appeal you most in the ad ?( one or more)
Ad script Projected celedrities
Voice Sporting action
8.How you reacted to the particular ad?
Immediately purchase the product
Purcahse after its reputation builds up
Not react at all
 Questionnaire

Name______________________
Age group:
13-20 20-25
25-35 above 35
Monthly income
5000-10000 10000-15000
15000-20000 above 20000
Occupation
Self employed Serviceman
Farmer Businessman
Student
Sex
Male Female
1.Do you use toothpaste ?
Yes No
2.Which brand you are using or preferring
Colgate Close up
Babool Pepsodent
Any other
3. Have you seen that product ad. You are using ?
Yes No
4. Where did you see that ad ?
T.V. Newspaper
Magazine
5. If T.V when did you mostly see that ad
7.00-10.00 a.m 12.00-4.00 p.m
7.00-10.00 p.m After 10.00 p.m
6. Who purchase this product in your family
Husband Wife
Children
7. How long have you been using this brand ?
3 Months 6 Months
1 Year More than 1 year
8. Which factor appeal you most in the ad ?( one or more)
Ad script Projected celedrities
Voice Sporting action
9. Ads are wastage of resources ?
Strongly agree Agree neither agree nor disagree
Disagree Strongly disagree

10. How you reacted to the particular ad?

Immediately purchase the product
Purchase after its reputation builds up
Not react at all