ss

Final Year Project

ON

IMPACT OF JINGLES ON CONSUMER BUYING BEHAVIOR IN COOKING OIL INDUSTRY SUBMITTED BY

SAAD SALEEM
REGISTRATION # 3959 SUPERVISOR NAME Mr. EBAD-UR-REHMAN DATE MAY 5TH, 2011 PAKISTAN AIR FORCE
KARACHI INSTITUTE OF ECONOMICS & TECHNOLOGY

LETTER OF APPROVAL
Project Title

Impact of jingles on consumer buying behavior in cooking oil industry

Submitted by: Project Supervisor:

Saad Saleem(BB-03-07-3959) Mr. EBAD-UR-REHMAN

Academic Year:

2011

The board of Advanced Studies at PAF-KIET has approved this project, submitted in partial fulfillment of the requirement for the degree of Bachelor of Business Administration.

Approval committee:

___________________ Mr. EBAD-UR-REHMAN (Supervisor)

__________________ Sir. Adnan Anwar (Director Academic)

LETTER OF TRANSMITTAL
May 5th, 2011 Mr. Ebad-ur-Rehman Project Supervisor PAF-Karachi Institute of Economics and Technology

Dear Sir,

I am submitting the final project report on Impact of jingles on consumer buying behavior in cooking oil industry. The report includes hypothesis and a brief literature survey. The theoretical framework was based on literature review and other studies. Three different hypotheses were developed and tested based on inferential statistics.

I am grateful for your guidance and supervision without which this project could have not been completed.

Yours Sincerely, SAAD SALEEM

LETTER OF AUTHORIZATION

5th May 2011 Saad Saleem BB-03-07-3959 PAF-KIET

Dear Fellow, Please refer to your initial proposal for undertaking the study on Impact of jingles on consumer buying behavior in cooking oil industry. In the view of subsequent meetings, discussions, chances of availability of data, and scope and interest of this study, the initial proposal was finalized. Kindly initiate the study on the finalized Terms of Reference (TOR).

Mr. EBAD-UR-REHMAN Supervisor

ACKNOWLEDGEMENT
First of all I would thank Almighty ALLAH who has guided me the way for accomplishing this project. I would like to acknowledge the help provided by my teacher to make this project a success. My teacher Mr. EBAD-UR-REHMAN provided guidance and learning at every step of the project, which helped me, a lot in the questioning, data collection and preparation of this report. Without his help & guidance this research study would not have been possible. Further, the respondents are also equally thanked for their support in carrying out this research. I am also thankful to my parents who accommodated me during those long hours of work in my project development and all the friends and colleagues who directly & indirectly cooperated with me throughout my research.

TABLE OF CONTENT
FINAL YEAR PROJECT. 01 Abstract.. 07 CHAPTER # 01 The Problems. 08 Introduction. 08 Background to the problem. 10 Rationale the, theoretical or conceptual background.. 11 Statement of problem.. 12 Purpose of the research project. 13 Research Questions13 Statement of hypothesis 14 Significance of research project 14 Assumptions. 15 Limitations.... 15 Delimitations. 16 Definition of terms 16 CHAPTER # 02 Introduction.. 18 Literature Review. 19 CHAPTER # 03 Research design and methodology. 26 Introduction 26

Variables of study.. 26 Dependent Variables.. 26 Independent Variables........ 26 Research design.. 27 Population of the Research Project 27 Sampling procedures..... 28 The Samples.. 28 Instrumentation 29 CHAPTER # 04 Analysis of data and interpretation of results.. 30 Results of Questionnaire..... 31 Cross Tabulation.. 51 Hypothesis 01 51 Interpretation . 53 Result......... 54 Hypothesis 02.... 55 Interpretation .... 57 Result..... 57 Hypothesis 03... 58 Interpretation.... 60 Result.................... 61 Conclusion... 62 Bibliography.................... 63 Appendix 65

ABSTRACT
The focus in this research is in on jingles used in advertising. Impact of jingles on consumer behavior in cooking oil industry. The research aims at finding out the impact of jingle & music used in the advertisement of cooking oil industry on consumer behavior. In this research, five variables were selected & examined through SPSS with technique known as cross tab procedure. Following variables were examined through this technique i.e. melody of jingle, lyrics of jingle, language of jingle, visuals & symbols shown in jingles, attitude towards advertisement, attitude towards brand, brand recall & consumer purchasing behavior. Convenience sampling was used for the research & questionnaire was filled by the respondents belonging to Metropolis of Karach

CHAPTER 01
THE PROBLEM
INTRODUCTION
Today in the age of commercialization where everything is being sold through its effective presentation, it is hard to find advertisement having no music or jingles. Whenever we go for shopping, turn on the television or radio, or doing browsing on internet it is most likely that we are exposed with music created with the purpose of encouraging & supporting sales (Jantzen and Graakjaer, 2009). The commercial use of music in marketing & advertising accounts for billions of dollars. Music in advertising is used to help consumers remember information about the target product in the advertisement. Music is considered to be the most commonly studied stimulus variable (Turley & Milliman, 2000) Advertisers enhance the memorization power of their advertising slogans by presenting them in the form of musical jingles. Musical jingles are simply music with lyrics. The musical lyrics and melodies in jingles interact and help listeners retain lyrical information about the advertised product in their long-term memory. Therefore, songs are an effective way to communicate a concept or idea in a memorable way. Jingles have been used in advertising since it started. Advertising jingles are probably the most important components of any ad campaign and ad makers have always suggested that jingles should be added in advertisements to make them more attractive. Music is also considered to be the most used executional cue in commercials (Yalch, 1991). Jingles are nothing but short clips of music added to the advertisement films to make them more catchy and memorable. Most retailers would agree that music is one of their most important considerations & expenses (Yalch & Spangenberg, 1993). Jingles can either be added to television ads, films or to radio advertisements. Sometimes the same jingles have been used in television, as well as radio advertisements. Since jingles are important components of the ad campaign, a lot of care is taken to ensure that only a very high quality advertising jingle is produced. We are presently in the era of globalization and high speed communications. Everything in todays world is getting so fast paced that an invention of past days becomes obsolete in next few days. Similarly, the pace of life is changing not only changing our lifestyles but also impacting our eating habits. The methods and ways of cooking are changing day by day. Preservation of

food and frozen foods has now become important part of our culture. Similarly, consumers are also getting health conscious in their food and diet and that is directly linked to the cooking oil they used, so the cooking oil industry is now targeting this thing and we are increasingly seeing jingles which have lyrics regarding the health and low cholesterol etc. So, the companies that were fighting for increased individual customer base some couple of years ago, they are slowly realizing that the market is already hitting the saturation line and thats why they are now more against of each other than ever before. Therefore every cooking oil ad needs distinctive and appealing jingles that can grasp the attention of consumer.

BACKGROUND TO THE PROBLEM

Advertisers give much importance to jingles and background music in advertisement because it is a major component that influences audience responses. The role of music in advertising has recently attracted considerable interest in marketing and consumer psychology. Currently every advertisement has a background music or jingle because it is believed to improve recall of the advertised product. Jingles have been used in advertisement because every business wants instant recognition, but few know how to get it. When youre planning a budget for advertising you should always try to invest a portion into getting something noticeable produced. Music has a way of getting into our heads and triggering emotions on a sub-conscious level. The concept of a jingle, a short message in the form of a tune backed by music, was developed in the 1920s and today continues to be one of the preferred methods for advertisers around the globe. The reason why it is important to focus on this issue is that companies are more focused on making catchy and effective advertisements by using jingles or adding music just to change the consumer behavior or mold their attention towards their product. So in my research I want to examine at what extent jingles are helpful in changing the consumers buying decision in cooking oil industry.

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RATIONALE, THEORETICAL OR CONCEPTUAL BACKGROUND/FOUNDATION

Jingles have been around since the advent of commercial radio in the early 1920s, when advertisers used musical, flowery language in their ads. But it was on Christmas Eve, 1926 in Minneapolis, Minn., that the modern commercial jingle was born when an a cappella group called the Wheaties Quartet sang out in praise of a General Mills breakfast cereal. Executives at General Mills were actually about to discontinue Wheaties when they noticed a spike in its popularity in the regions where the jingle aired. So the company decided to air the jingle nationally, and sales went through the roof. Eighty years later, Wheaties is a staple in kitchens across the globe. World has been changed into the global village and electronic media has one of big role in this game. Jingles are one of necessary component when we talk about any advertisement via the electronic media. It was the time when we were having the silent electronic media, but we had an improvement in electronic media regarding silent to voice. We came to know that there should be also some music effects with the plays, and advertisements on the electronic media. So there came the concept of Jingles to add with the advertisements and commercial plays. Now days we can see that Jingles are one of the important component of any kind advertisement and commercial play. (Jones, 2009) There is something about the right song that can bring you back to a time in your life that you remember fondly. It is little wonder why music, whether it is jingles or otherwise, have been used in advertising campaigns for decades. Jingles are great but ad agencies are finding ways to give a hipper, fresher feel to their client products and services, so they are turning to music from the most popular singers and musicians of today. But in this struggling economy, there is only one way to get the consumer-attracting advertisements that will get your campaigns noticed on a shoe string budget, and that is with royalty free music. (Wallance, 1991) Nearly everyone in the modern world is influenced to some degree by jingles and other forms of communication. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audiences is critical to their success. In addition to redefining the role and nature of their advertising agencies, marketers are changing the way they communicate with consumers. They know they are operating in an environment

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where advertising messages are everywhere, consumers channel-surf past most commercials, and brands promoted in traditional ways often fail. New-age advertisers are redefining the notion of what an ad is and where it runs. Stealth messages are being woven into the culture and embedded into movies and TV shows or made into their own form of entertainment. Many experts argue that branded content is the wave of the future, and there is a growing movement to reinvent advertising and other forms of marketing communication to be more akin to entertainment. Companies such as BMW, Levi Straus & Co., Nike, and Spirits are among the marketers using entertainment as a way of reaching consumers: They create short films or commercials that are shown on their websites. So the companies should do something like this for instance, they can differentiate themselves by producing catchy and relevant jingles. Jingles will not change the perception of audience it is just the style of execution that is used. The basic thing in an advertisement, its aim, its content its message, changes the way people look or feel about the product. Jingle is a choice and for an advertisement to be effective, it has to have, the right ingredients, be it jingle or comedy or just simple matter of fact approach. The competition in the cooking oil industry and the massive budgets that the brands can call upon has led to an immense clutter of noise in the media. The result has been an increase in random noise advertising, as brands launch campaigns with elaborate song and dance TV ads.

STATEMENT OF THE PROBLEM

Music in advertisement has influence on the attitude and behavior of consumer. As the competition has increased and advertisers are accountable for their actions so as an advertiser have to create awareness regarding the product as well as attract consumer towards the product through their advertisement and it is only possible when advertisements are appealing, attractive and effective. One of the important components of an advertisement is its background music or jingle that can easily attract consumer attention and help in changing their buying behavior. The aim of this study is to examine the importance of jingles in advertisement for cooking oil industry.

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PURPOSE OF THE RESEARCH PROJECT

The purpose of my research report is to analyze the importance of jingles and background music in advertisement and also examine whether it has an impact on buying behavior of consumer. The specific objectives of the study are to, 1) To determine the elements of music in the surrounding context of an advertisement and its interaction with the consumer. 2) To examine whether background music can influence moods and common measures of advertising effectiveness. 3) To determine the impact of jingles on consumers in cooking oil industry. 4) To determine the elements of jingles that contributes to change in perception of consumers.

RESEARCH QUESTIONS
1. Does music in advertisement change consumer behavior?

2. Does the jingle add value to the brand image? 3. Does it increase brand loyalty? 4. Can jingles be the reason for consumers to switch from one brand to another? 5. Does jingles helpful in retaining the consumer? 6. Why advertisers give more importance to jingles even though it increases the cost of advertisement? 7. Jingles have been largely supplanted in advertising by pop songs; do they still have a future?
8. Why might music aid or improve memory for an ad? 9. Does jingles helps in differentiating you from competitors?

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STATEMENT OF HYPOTHESES
H1: Consumer attitude about the cooking oil changes due to visuals & symbols shown in advertisement. H2: Consumer attitude about the cooking oil changes due to lyrics and melody used in jingle. H3: Consumer attitude about the cooking oil changes due lyrics and language used in advertisement.

SIGNIFICANCE OF THE RESEARCH PROJECT

The contribution of the study is threefold. First, this study tests the importance of jingles and background music in advertisement. Second, this project is a study about whether the jingles and music that are used in the advertisement have any place in consumer mind while purchasing a product. This research is important because this can increase the sale of a product and ultimately the profitability of a firm. Third, this present study will also provide some helpful information for advertiser of cooking oil industry. It will also assist advertisers in determining whether the jingles in advertisement worth the investment. With the results of this study, advertiser can make an effective jingle in their advertisement that have long lasting effects on consumers mind as well as changing their buying behavior and also help to attract new customer.

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ASSUMPTIONS
The entire research is based on the certain assumptions like 1. I assume that creative and effective jingle bring positive responses and feedback on consumers mind. 2. I assume that good & effective jingle increases brand recall & affects purchasing behavior.

LIMITATIONS
This research has several limiting factors. First, the secondary data is based on information gathered from different sources targeted for different research studies according to their suitability and convenience. When the questions come for the credibility then there can be some problems with the source. As I am using internet as secondary source and we all know that the most convenient, cheap and quick today is internet. Internet is good to access necessary information but we have to evaluate the information and then can be use but the reliability is still challenging. Secondly the primary data is collected through questionnaire and observation. The respondents may hide some information and can be hesitant to share, and then the gap can remain in the responses. It is possible in the same way that everybody observes the things differently as they have different approaches to different things. It is difficult to identify those types of consumers who have full awareness and knowledge about the importance of jingles in buying decision process. Finally, this study is limited to describing, explaining, and predicting relationships between jingles and consumer mood, attitude and behavior. No cause and effect type of relationship was sought. But a causal relationship between jingles and consumer mood, attitude and behavior in a cooking oil industry might exist in the real.

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DELIMITATIONS
This study was delimited to examining only the changing in consumer buying behavior due to jingles in advertisement, other elements of advertisement that might be a reason of consumer buying decision are not included in this study. And I also limited my research to cooking oil industry. One of the limiting factors is time; I have to complete my research report in 6 months so there is a chance that I may overlook some important factors.

DEFINITION OF TERMS
In order to provide clarity in this study, the following definitions were established for major terms used in this study:

Advertisement: The act of advertising. Or a public announcement by a company in a newspaper, on television or radio, or over the Internet, intended to attract buyers for a product or service. (Business Dictionary) Advertising: Advertising is the non personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."(Bovee, 1992, p. 7) Consumer advertising: Advertising directed at a person who will actually use the product for their own benefit, rather than to a business or dealer. Jingle: Unique, novel lyrics written for a particular advertisement Wallace (1991). Lyrics: Relating to a category of poetry that expresses subjective thoughts and feelings, often in a songlike style or form. (Answers.com) Recognition v/s recall: Recognition involves a process of comparison of info with memory. Recall involves a search of memory and then the comparison process once something is found. (Marketing & web Definition)

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Consumer: One that consumes, especially one that acquires goods or services for direct use or ownership rather than for resale or use in production and manufacturing. (Business dictionary) Consumer behavior: In marketing, understanding how and why consumers behave. An appropriate marketing stimulus is formulated based on customer personality and needs to prompt sales. Consumers adjust behavior to the marketplace based on internal needs and interpersonal factors. (Answers.com) Consumer buying behavior: Process by which individuals search for, select, purchase, use

and dispose of goods and services, in satisfaction of their needs and wants. (Business Dictionary.com) Consumer choice: The act of choosing; selection, A number or variety from which to choose: a wide choice of styles and colors, The best or most preferable part or An alternative. (Answers.com) Consumer perception: The way in which individuals or consumer analyze and interpret incoming information and make sense of it. (Marketing & web Definition) Attitude: An attitude is a relatively enduring feeling, belief, and behavioral tendency directed toward specific individuals, groups of individuals, ideas, philosophies, issues, or objects (Ajzen and Fishbein, 1980). Mood: Mood is a fleeting, temporary feeling state, usually not intense, and not tied to a specifiable behavior. (Gardner, 1985),

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CHAPTER# 02
LITERATURE REVIEW

INTRODUCTION
The role of music in marketing and consumer behavior research has been addressed in education, psychology, communication, and other fields to determine its effects on behavior, mood, and preferences. As a result of this body of work, we know that in some instances music appears to increase communication effectiveness in the context of advertisements. In other circumstances, music may decrease effectiveness, for reasons that are not self-evident (e.g, "When is 'popular' music an inappropriate background?") Discussing how, when, and why music works seems to be appropriate to understanding the role of music in communications. The focus is on how a jingle influences the evaluation of brand alternatives. As Human beings have a remarkable capacity for seeing things in different ways. The same physical stimulus, the same product or service, can be seen in more than one way. When we are asked what message an ad is trying to communicate to us, the result is an index more than anything else of the success of the verbal communication in the ad However; words are not the only way that we experience ads. What does a television commercial communicate to you? Is it Pictures, words or feelings? When you listen to a radio commercial, what goes on inside your head? Do you experience pictures or words? Or do you just experience the overall feeling of the commercial message?

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LITERATURE REVIEW
Advertising and music have been investigated through many variables with a wide range of outcomes. An analysis of these studies begins with a discussion of the most relevant theories and models. These theories and models provide the foundation of music in advertising experimentation and include attitude theory, classical conditioning theory, involvement theory especially the elaboration likelihood model (ELM), and music theory. ATTITUDE TOWARD THE ADVERTISEMENT AND CLASSICAL CONDITIONING Interest in music increased dramatically in the early 1980s as a result of a series of studies focusing on the concept of attitude toward the ad (AAD). Several studies showed that the affective consequences of being exposed to an advertisement were themselves important mediators of consumer behavior (e.g., Mitchell & Olson, 1981; Moore & Hutchinson, 1983; see review by Brown & Stayman, 1992). Consequently, the AAD approach emphasizes that advertising should leave the consumer with a positive feeling about the brand. A persons attitude is a function of his salient beliefs activated from memory at a point in time in a given situation, is the primary consideration with all research dealing with attitude toward the ad and attitude toward the brand. (Fishbeins, 1963) As will be apparent in the results section, many researchers have studied musics effect on attitude toward the brand in regard to product preference (Allen & Madden, 1985; Gorn, 1982; Kellaris & Cox, 1989; Middlestadt et al., 1994; Park & Young, 1986; Pitt & Abratt, 1988; Zhu, 2005) and purchase intention (Brooker & Wheatley, 1994; Morris & Boone, 1998). Others have also considered attitude toward the ad and product preference (Macklin, 1988; Shen et al., 2006) and purchase intention (Morris & Boone, 1998; North et al., 2004). The music variables with regard to attitude toward the brand and the ad that have been most studied are indexicality, or the extent to which the music arouses emotionladen memories, and fit, or the musics relevance or appropriateness to the central ad message, and its effect on the processing of the commercial. Ad music may bring about such feelings, and this has been investigated most frequently in terms of the well-known classical conditioning paradigm. (MacInnis & Park, 1991) Pavlovs classical conditioning, as it relates to advertising, suggests that positive attitudes towards an advertised product or a conditioned stimulus, usually the brand, might develop

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through its association in a commercial with stimuli that are reacted to positively, such as music, celebrities, or color. But, research has produced conflicting results (Gorn, 1982) concluded that positive attitudes towards an advertised product, in this case colored pens, might develop through its association in a commercial with other stimuli like music (he used the theme from Grease and classical Indian music). The results of two experiments supported the notion that the simple association between a product and another stimulus such as music can affect product preferences as measured by product choice. Furthermore, an individual who is in a decision-making mode when exposed to a commercial is more affected by the information therein than an individual who is not in a decision-making mode. Many researchers have attempted to extend Gorns study but have been unable to replicate his findings as it stands, classical conditioning appears to occur unreliably and then only in case of low involvement consumers. (Kellaris & Cox, 1989) ELABORATION LIKELIHOOD AND INVOLVEMENT THEORY While the classical conditioning approach may not provide a comprehensive explanation of musical effects in advertising, it has made a clear contribution to the more detailed elaboration likelihood model (ELM). The ELM states that there are two routes to persuasion: central and peripheral. In the central route, attitudes are formed by careful consideration of information relevant to the attitude object (e.g., Does this pen smudge?). In the peripheral route, attitudes are formed without active thinking about the object and its attributes, but rather by associating the object with positive or negative cues, such as liked or disliked music; in other words, by some form of conditioning mechanism. Persuasion occurs via the central route when elaboration likelihood is high; that is, the person has the motivation, opportunity, and ability to process (or elaborate on) information about the brand. This has been termed high involvement with the advertisement. Persuasion occurs via the peripheral route when people are in a state of low involvement with the advertisement, and do not have the motivation, opportunity, or ability to elaborate on the information they have regarding the attitude object. Conditioning may influence such processing because lower motivation, opportunity, or ability to process the ad may invoke simpler cues and heuristics in the process of attitude formation. (MacInnis & Park, 1991) Consequently, advertising cues such as liked music should be more important in persuasion when the viewer is unwilling or unable to evaluate overt commercial messages concerning the advertised brand. Several studies have investigated the ELM with nonmusical peripheral cues,

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such as pictures (e.g., Miniard, Bhatla, Lord, Dickson, & Unnava, 1991; Mitchell, 1986; Stuart, Shimp, & Engle, 1987), source expertise (e.g., Ratneshwar & Chaiken, 1991; Yalch & ElmoreYalch, 1984), and the celebrity status of a brand endorser (e.g., Petty et al., 1983; Sanbonmatsu & Kardes, 1988), although (Park and Young, 1986) also supported the predictions of the ELM in hair shampoo ads employing music. (Winston, 2004)

MUSIC ALSO AFFECTS IMPORTANT MOOD STATES Music not only enhances recall for a product or an ad through an evoked image, but it may evoke moods, feelings, emotions, and behaviors. Consumer behavior theorists have conceptualized how consumers attitudes, affective states, and behaviors have been impacted by moods under central and peripheral processing, as well as affect and behavior conditioning. The association between mood states and affective responses, judgments, and behavior can be seen as both direct and indirect. A direct affective reaction may be viewed as a conditioned response when there are direct linkages in associations in memory between mood states and affective reactions and between mood states and behavior. Indirect associations between feeling states and affective responses and/or behavior include the influence of information processing or cognitive activity. (Griffitt & Guay, 1969) Mood may affect evaluations by evoking mood congruent thoughts and affect the performance of the behavior by increasing the accessibility of positive associations to the behavior (Clark, Margaret, & Isen, 1982). To the extent that associations are direct and involve little conscious information processing, moods effects may be seen as via the peripheral route. Indirect associations may operate via the central route when other salient cues are processed to yield attitudes in a manner affected by mood. (Gardner, 1985). In view of the fact that music is a common element in commercials and one that has a long history of mood inducement in a variety of contexts. (Isen, 1984)

EFFECTS OF BACKGROUND MUSIC ON CONSUMER BEHAVIOR Music has been used in consumer behavior research, as well as communications, psychology and music therapy research to determine its effects on behavior, preference, and mood. Research investigating music effects may be divided into those which analyzed and/or manipulated the

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structural and the sound elements of music and those which did not. Structural elements refer to the properties making up musical sound such as melody, rhythm, harmony, major or minor modality, dynamics, and tempo. (Judy I & Mark I, 1989) Peripheral influences such as background music used in commercials may become associated with the advertised product (in memory even if not consciously), and influence product choice through classical conditioning. Mere exposure did not lead to liking, which apparently depended on whether the target product was presented with liked vs. disliked music. Gorn's second experiment supported his hypothesis that when subjects were not in a decision making mode, the commercial's impact appeared to be more influential in its appeal when presented with musical background as opposed to product information. He concluded that through classical conditioning, the product becomes associated with the positive feelings of liked music. (Gorn, 1982) Park and Young (1986) extended this work by examining the impact of music vs. no music on attitude toward the brand, the ad, and behavioral intention under conditions of high cognitive, high affective and low involvement towards the advertising situation. Under high cognitive involvement, they found music to be a distraction, lowering these dependent variable scores, because it was unrelated to attribute-based message contents. In the low involvement condition, they found that music (which had been preselected as popular and liked) was associated with more positive attitudes towards the brand than was no music. Under high affective involvement, the expected positive effect of music on brand attitude was not found, probably because the music selected did not really fit the image of the product and affective theme. (Park & Young, 1986) Since many commercials are viewed in situations which involve consumers who are interested in the programs, and not in the commercials, the audience may be largely comprised of potentially uninvolved, non-decision making consumers rather than cognitively active problem solvers. In this context, emotionally arousing components such as music, colors, or lighting may exert strong but subtle influence on viewers' product attitudes and choices. Some of this impact may come via associations conditioned and linked to the advertised products. Others may come

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through an indirect route resulting from music's influence (for example) on respondents' mood and other emotional responses, which in turn affect information processing. (Judy I & Mark I, 1989) THE IMPORTANCE OF THE ROLE ASSIGNED TO MUSIC IN AN AD How music is actually used in an ad and under what conditions music will assume a salient role in advertising executions influences communication effectiveness. Stewart and Furse (1986) examined the relationship of many executional variables, and performance measures of recall, comprehension and persuasion scores. They found that the brand-differentiating message was the single most important executional factor for explaining both ad recall and persuasion for an established product. (Stewart & Furse, 1986) Stout & Leckenby (1988) studied the relationship of emotional and cognitive viewer responses to specific musical variables. They found that the roles music plays in ads can influence information retrieved by consumers from the ads. Also, purchase intent was higher with ads that had music in it, and generally, subjects had more negative attitudes toward ads without music. (Stout & Leckenby, 1988) . THE FUNCTION OF MUSIC IN ADVERTISING Music can fulfill several tasks when it is used in advertisements. Music can serve the overall promotional goals in one or more of several capacities. Six basic ways are identified in which music can contribute to an effective broadcast advertisement: 1) entertainment, 2) structure/continuity, 3) memorability, 4) lyrical language, 5) targeting, and 6) authority establishment (Huron, 1989) 1. Entertainment The entertainment aspect of music helps making an advertisement more appealing to the viewer by simply making it more attractive respectively more aesthetic. By this increase in attractiveness an advertisement is able to engage more attention. From this point of view music need not necessarily manifest any special affinity with a particular product or service in order to

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play an effective and useful function. The music functions more as bridge between viewer and advertisement in this case. (Huron, 1989) 2. Structure and Continuity Another basic attribute of music is to support an advertisements structure and continuity. Therefore music is used to mediate between disjoint images Also it can emphasize dramatic moments within the advertisement. Accompanying i.e. a TV commercial music structures the told narrative, can tell a narrative itself or function as anchor which completes the overall meaning. It can create antagonist and protagonist within this narrative by giving them typical musical figures, harmonies or melodies. (Huron, 1989) 3. Memorability It is far more likely to memorize a piece of music than spoken language or images because music tends to linger in the listeners mind. Early advertising music also had different aims. Music then was primarily used as a mnemonic device. Rhyme and reception were enlisted to keep a brand name in mind. Singing commercials or jingles made up a self-contained genre. Jingle is the most common musical technique for aiding memorability and hence product recall. Companies use these for example to make the customers remember their phone number, webpage, their company name or at least a catchy slogan linked to the brand. But also non-jingle music can perform this task and stick in the customers mind. (Huron, 1989) 4. Lyrical Language Advertisers favor mostly poetic, emotional appeals over logical, informational appeals due to the shift from modern to postmodern advertisement music turned out to be a perfect tool to reach this goal. Music can provide a message without the customer consciously noticing it. For providing rational facts in the same time mixtures of speech and song provide advertisers with opportunities for both logical, factual appeals through spoken and written language and emotive, poetic appeals through music. (Huron, 1989) 5. Targeting

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The importance of targeting is dependent upon the product itself. Very specialized products, such as surgical instruments, will necessitate heavy targeting: it is more sensible to advertise in medical journals than on national television -- although this does not mean that surgeons do not watch television. Shampoo, by contrast, is a typical product which does not (usually) require heavy targeting; most people are purchasers of it. But it is not generally advertised in medical journals even though doctors are consumers of shampoo. The most suitable targeting strategy, then, is one which optimizes access to the largest market segment, balanced against the incurred cost of the medium. Frequently, a mixed strategy which involves the coordination of several media may be optimum. Once an appropriate medium is chosen, a second consideration of targeting is to engage or captivate those viewers who constitute the target demographic group. Musical styles have long been identified with various social and demographic groups. Musical style might therefore assist in targeting a specific market. The style may function as a socioeconomic identifier -- a device for addressing a specific audience. (Huron, 1989) 6. Authority Establishment Closely related to the targeting function is the use of music to enhance an ad's credibility, to establish its authority. Indeed, it may be the case that effective targeting is merely the result of proper authority establishment. A simple way of establishing authority is through expert

testimony. In addition to credence established by personal authority, advertisers may employ actors and actresses on the basis of group authority, the most important groups being those associated with race, sex, age, and social class or status. Since differences in musical taste have close correspondences to such groups, musical style may be used as a very effective nonverbal identifier. (Huron, 1989)

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CHAPTER# 03
RESEARCH DESIGN AND METHODOLOGY
INTRODUCTION
Do the Jingles used in advertisement of cooking oil help to change the attitude of the consumer towards the product? Jingles used in the advertisements of a product are use to attract consumers and to alter the perception of the product towards the product. Researchers claim that words and other symbols influence the part of brain which is responsible for making the perception. Marketers use it as a strategy nowadays, they use such words in their ads which attract the consumer or at least make them to see the advertisement. Good perception towards a product make a consumer to take decision about the product while consumer is shopping and the product comes in front of once sight.

VARIABLES OF THE STUDY

Dependent variable Attitude of the consumer is the dependent variable in this study i.e. consumer attitude towards advertisement & brand, purchasing behavior, brand recall. Independent variables Visuals Melody Language Lyrics Symbols

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RESEARCH DESIGN
The research strategy used in this study is observational research strategy which is more suitable for this project. The research design contains the outline for collection, measurement and analysis of data. It is a plan which will help me in obtaining all the answers to the research questions which have been developed previously. I will collect the data through questionnaire that is base on the aim of the research and then test the hypothesis through statistic tools. The data will be collected from the people aging 20 years and above, from both the genders male and female. The level of class of the respondents would be middle class and above as they have more awareness of advertisements. The female and male respondents occupation would be working professionals, students and house wives are also included in it. The questionnaire will be filled by only those people who watch TV and specially watched advertisements so that there will be less chance of error. To prevent from the artifacts in this study I have very carefully chosen the sample size and conducted the research with the people who could respond well enough on this topic. The time is limited to six months.

POPULATION OF THE RESEARCH PROJECT

Our project would define the impact of jingle over the purchase decisions of the consumers and to reach on a clear conclusion we have, particularly, taken telecom industry under our research. We would experiment how much the customer give importance to jingles while choosing telecom product The population decided to gather the data to find out the impact of jingles in advertisements and how it changes the behavior, preferences and perception of the viewers/ consumers is: Geographical limits City: Karachi Area: Defence, Korangi, PECHS, Gulshan & Gulistan-e-Jauhar Demographic limits Age limits: 15 to 60 Gender: Male and Female

27

Occupation: Working personal, students, house wives Sociological limits Lifestyle: Middle Upper class Time limits Research will be conducted in six months.

SAMPLING PROCEDURE
I will be using the convince sampling in my project for this research study. Reason of using convenience sampling is because it would be very convenient for our research to grab the data from the easily available individuals from the already mentioned areas. As it would not be possible to reach whole Karachi city for finding people to fill the questionnaire thats why a number of areas have been selected.

THE SAMPLE
We are going to take the sample size of 100 respondents. Population of Karachi is around 18 Million, as per the current statistics. The areas I have chosen are Defence, Korangi, PECHS, Gulshan & Gulistan e Jauhar. I am going to use the convenience sampling procedure and use the sample of around 100 individuals that would be enough to give the desired results of the whole population or may be an idea.

28

INSTRUMENTATION
The instruments which I have decided to use to gather the data from the respondents for this research project will be questionnaire, which will be having several questions that will be in relation to each variable and the questions will be close ended questions with ordinal scale. Questionnaires will have the number of questions that would be very carefully prepared in order to make sure that they remain reliable. I am using this instrument because through the questionnaires I have placed all my required information deriving questions on a piece of paper which is quite easy to know the mindset of the respondents or the consumers of the products.

29

CHAPTER# 04
ANALYSIS OF DATA AND INTERPRETATION OF RESULTS
This chapter includes the analysis of data and interpretation of results. The research has been conducted in Defence, Korangi, PECHS, Gulshan & Gulistan e Jauhar. The data has been analyzed by frequency analysis and crosstabs by comparing two variables.

30

RESULTS OF QUESTIONNAIRE:
Q1: Visuals shown in advertising jingles affects your attitude towards the advertisement?
Cumulative Frequency Valid Highly Agree Just Agree Neither Agree Nor Disagree Disagree Highly Disagree Total 33 32 24 6 5 100 Percent 33.0 32.0 24.0 6.0 5.0 100.0 Valid Percent 33.0 32.0 24.0 6.0 5.0 100.0 Percent 33.0 65.0 89.0 95.0 100.0

Visuals
35 30 25 20 15 10 5 0 Highly agree Agree Neither agree nor disagree Disagree Highly Disagree

INTERPRETATION: It is evident from the above analysis that 33% respondents highly agree that visuals shown jingle influence the attitude towards advertisement

31

Q2. Visuals shown in advertising jingles affects your attitude towards the brand?

Cumulative Frequency Valid Highly Agree Just Agree Neither Agree Nor Disagree Disagree Highly Disagree Total 17 27 29 16 11 100 Percent 17.0 27.0 29.0 16.0 11.0 100.0 Valid Percent 17.0 27.0 29.0 16.0 11.0 100.0 Percent 17.0 44.0 73.0 89.0 100.0

Visuals
35 30 25 20 15 10 5 0 Highly agree Agree Neither agree nor disagree Disagree Highly Disagree

INTERPRETATION: It is evident from the above analysis that 29% respondents are not sure whether visuals shown jingle influence the attitude towards brand.

32

Q3. Visuals shown in advertising jingles affects your purchasing behavior?

Cumulative Frequency Valid Highly Agree Just Agree Neither Agree Nor Disagree Disagree Highly Disagree Total 11 29 28 21 11 100 Percent 11.0 29.0 28.0 21.0 11.0 100.0 Valid Percent 11.0 29.0 28.0 21.0 11.0 100.0 Percent 11.0 40.0 68.0 89.0 100.0

Visuals
35 30 25 20 15 10 5 0 Highly agree Agree Neither agree nor disagree Disagree Highly Disagree

INTERPRETATION: It is evident from the above analysis that 29% respondents agree visuals shown in jingle affects their purchasing behavior.

33

Q4. Visuals shown in advertising jingles makes you recall the brand?

Cumulative Frequency Valid Highly Agree Just Agree Neither Agree Nor Disagree Disagree Highly Disagree Total 22 24 28 21 5 100 Percent 22.0 24.0 28.0 21.0 5.0 100.0 Valid Percent 22.0 24.0 28.0 21.0 5.0 100.0 Percent 22.0 46.0 74.0 95.0 100.0

Visuals
30 25 20 15 10 5 0 Highly agree Agree Neither agree nor disagree Disagree Highly Disagree

INTERPRETATION: It is evident from the above analysis that 28% respondents are not sure whether visuals shown jingle increases their brand recall or not.

34

Q5. Lyrics of jingles affect your attitude towards the advertisement?

Cumulative Frequency Percent 29 21 Valid Percent 29 21 Percent 29 50

Valid Highly Agree Just Agree Neither Agree Nor Disagree Disagree Highly Disagree Total

29 21

16 19 15 100

16 19 15 100

16 19 15 100

66 85 100

Lyrics
35 30 25 20 15 10 5 0 Highly agree Agree Neither agree nor disagree Disagree Highly Disagree

INTERPRETATION: It is evident from the above analysis that 29% respondents highly agree that the lyrics of the jingle influence the attitude towards the advertisement.

35

Q6. Lyrics of jingles affect your attitude towards the brand?

Valid Percent 26 19 Cumulative Percent 26 45

Frequency Valid Highly Agree Just Agree Neither Agree Nor Disagree Disagree Highly Disagree Total 26 19

Percent 26 19

20 19 16 100

20 19 16 100

20 19 16 100

65 84 100

Lyrics
30 25 20 15 10 5 0 Highly agree Agree Neither agree nor disagree Disagree Highly Disagree

INTERPRETATION: It is evident from the above analysis that 26% respondents highly agree that the lyrics of the jingle influence the attitude towards the brand.

36

Q7. Lyrics of jingles affect your purchasing behavior?

Cumulative Frequency Valid Highly Agree 23 Percent 23 Valid Percent 23 Percent 23 49 62 79 100.

Just Agree Neither Agree Nor Disagree Disagree Highly Disagree Total

26 13 17 21 100

26 13 17 21 100

26 13 17 21 100

Lyrics
30 25 20 15 10 5 0 Highly agree Agree Neither agree nor disagree Disagree Highly Disagree

INTERPRETATION: It is evident from the above analysis that 26% respondents agree that the lyrics of the jingle affect their purchasing behavior.

37

Q8. Lyrics of jingles make you recall the brand?

Cumulative Frequency Valid Highly agree Just Agree Neither Agree Nor Disagree Disagree Highly Disagree Total 21 27 17 15 20 100 Percent 21 27 17 15 20 100.0 Valid Percent 21 27 17 15 20 100.0 Percent 21 48 65 80 100

Lyrics
30 25 20 15 10 5 0 Highly agree Agree Neither agree nor disagree Disagree Highly Disagree

INTERPRETATION: It is evident from the above analysis that 27% respondents agree that the lyrics of the jingle increases brand recall.

38

Q9. Melody of jingle affects your attitude towards the advertisement?

Frequency Valid Highly Agree Just Agree Neither Agree Nor Disagree Disagree Highly Disagree 15 32 21 12 20 Percent 15 32 21 12 20 Valid Percent 15 32 21 12 20 Cumulative Percent 15 47 68 80 100.0

Melody
35 30 25 20 15 10 5 0 Highly agree Agree Neither agree nor disagree Disagree Highly Disagree

INTERPRETATION: It is evident form the above analysis that 32% respondents agree that the jingle melody influence the attitude towards the advertisement.

39

Q10. Melody of jingle affects your attitude towards the brand?

Cumulative Frequency Valid Highly Agree Just Agree Neither Agree Nor Disagree Disagree Highly Disagree Total 26 22 17 19 16 100 Percent 26 22 17 19 16 100 Valid Percent 26 22 17 19 16 100 Percent 26 48 65 84 100.0

Melody
30 25 20 15 10 5 0 Highly agree Agree Neither agree nor disagree Disagree Highly Disagree

INTERPRETATION: It is evident form the above analysis that 25% respondents highly agree that the jingle melody influence the attitude towards the brand.

40

Q11. Melody of jingle affects your purchasing behavior?

Cumulative Frequency Valid Highly Agree Just Agree Neither Agree Nor Disagree Disagree Highly Disagree Total 15 23 22 21 19 100 Percent 15 23 22 21 19 100 Valid Percent 15 23 22 21 19 100 Percent 15 38 60 81 100.0

Melody
25 20 15 10 5 0 Highly agree Agree Neither agree nor disagree Disagree Highly Disagree

INTERPRETATION: It is evident form the above analysis that 23% respondents agree that the jingle melody affects their purchasing behavior.

41

Q12. Melody of jingle makes you recall the brand?

Cumulative Frequency Valid Highly Agree Just Agree Neither Agree Nor Disagree Disagree Highly Disagree Total 26 35 14 14 11 100 Percent 26 35 14 14 11 100 Valid Percent 26 35 14 14 11 100 Percent 26 61 75.0 89 100.0

Melody
40 35 30 25 20 15 10 5 0 Highly agree Agree Neither agree nor disagree Disagree Highly Disagree

INTERPRETATION: It is evident form the above analysis that 23% respondents agree that the jingle melody increases your brand recall.

42

Q13. Symbols used in jingles affect your attitude towards the advertisement?
Cumulative Frequency Valid Highly Agree Just Agree Neither Agree Nor Disagree Disagree Highly Disagree Total 22 35 20 19 4 100 Percent 22.0 35.0 20.0 19.0 4.0 100.0 Valid Percent 22.0 35.0 20.0 19.0 4.0 100.0 Percent 22.0 57.0 77.0 96.0 100.0

Symbols
40 35 30 25 20 15 10 5 0 Highly agree Agree Neither agree nor disagree Disagree Highly Disagree

INTERPRETATION: It is evident from the above analysis that 35% respondents agree that symbols shown in jingle influence the attitude towards advertisement..

43

Q14. Symbols used in jingles your attitude towards the brand?

Cumulative Frequency Valid Highly Agree Just Agree Neither Agree Nor Disagree Disagree Highly Disagree Total 8 26 20 26 20 100 Percent 8.0 26.0 20.0 26.0 20.0 100.0 Valid Percent 8.0 26.0 20.0 26.0 20.0 100.0 Percent 8.0 34.0 54.0 80.0 100.0

Symbols
30 25 20 15 10 5 0 Highly agree Agree Neither agree nor disagree Disagree Highly Disagree

INTERPRETATION: It is evident from the above analysis that 26% respondents agree & 26% disagree at the same time that symbols shown in jingle influence the attitude towards advertisement.

44

Q15. Symbols used in jingles affect your purchasing behavior?

Cumulative Frequency Valid Highly Agree Just Agree Neither Agree Nor Disagree Disagree Highly Disagree Total 8 13 20 21 38 100 Percent 8 13 20 21 38 100 Valid Percent 8 13 20 21 38 100 Percent 8.0 21 41 62 100.0

Symbols
35 30 25 20 15 10 5 0 Highly agree Agree Neither agree nor disagree Disagree Highly Disagree

INTERPRETATION: It is evident from the above analysis that 38% respondents highly disagree that symbols shown in jingle affects their purchasing behavior.

45

Q16. Symbols used in jingles make you recall the brand?

Cumulative Frequency Valid Highly Agree Just Agree Neither Agree Nor Disagree Disagree Highly Disagree Total 19 30 15 24 12 100 Percent 19 30 15 24 12 100 Valid Percent 19 30 15 24 12 100 Percent 19.0 49 64 88 100.0

Symbols
35 30 25 20 15 10 5 0 Highly agree Agree Neither agree nor disagree Disagree Highly Disagree

INTERPRETATION: It is evident from the above analysis that 30% respondents agree that symbols shown in jingle increases brand recall.

46

Q17. Language used in jingles affect your attitude towards the advertisement?
Cumulative Frequency Valid Highly Agree Just Agree Neither Agree Nor Disagree Disagree Highly Disagree Total 22 24 28 21 5 100 Percent 22.0 24.0 28.0 21.0 5.0 100.0 Valid Percent 22.0 24.0 28.0 21.0 5.0 100.0 Percent 22.0 46.0 74.0 95.0 100.0

Language
30 25 20 15 10 5 0 Highly agree Agree Neither agree nor disagree Disagree Highly Disagree

Interpretation: It is evident that 28% respondents are not sure whether language used in jingles affects their attitude towards advertisement or not.

47

Q18. Language used in jingles your attitude towards the brand?

Cumulative Frequency Valid Highly Agree Just Agree Neither Agree Nor Disagree Disagree Highly Disagree Total 4 18 23 31 24 100 Percent 4 18 23 31 24 100 Valid Percent 4 18 23 31 24 100 Percent 4 22 45 76 100.0

Language
35 30 25 20 15 10 5 0 Highly agree Agree Neither agree nor disagree Disagree Highly Disagree

Interpretation: It is evident 31% respondents disagree that language used in jingles affects their attitude towards brand.

48

Q19. Language used in jingles affect your purchasing behavior?

Cumulative Frequency Valid Highly Agree Just Agree Neither Agree Nor Disagree Disagree Highly Disagree Total 5 16 28 21 30 100 Percent 5 16 28 21 30 100 Valid Percent 5 16 28 21 30 100 Percent 5 21 49 70 100.0

Language
35 30 25 20 15 10 5 0 Highly agree Agree Neither agree nor disagree Disagree Highly Disagree

Interpretation: It is evident that 28% respondents are not sure whether language used in jingles affect their purchasing behavior or not.

49

Q20. Language used in jingles makes you recall the brand?

Cumulative Frequency Valid Highly Agree Just Agree Neither Agree Nor Disagree Disagree Highly Disagree Total 25 30 14 27 4 100 Percent 25.0 30.0 14.0 27.0 4.0 100.0 Valid Percent 25.0 30.0 14.0 27.0 4.0 100.0 Percent 25.0 55.0 69.0 96.0 100.0

Language
35 30 25 20 15 10 5 0 Highly agree Agree Neither agree nor disagree Disagree Highly Disagree

Interpretation: It is evident that 30% respondents agree language used in jingles increase brand recall.

50

CROSS TABULATION
HYPOTHESIS: 01
H1: Consumer perception about the cooking oil changes due to visual message and symbols in

advertisement.

Case Processing Summary Cases Valid N Percent 100 100.0% N 0 Missing Percent .0% N 100 Total Percent 100.0%

2. Visuals shown in advertising jingles of cooking oil affects your attitude towards the brand. *15. Symbols used in jingles affect your purchasing behavior?

51

2. Visuals shown in advertising jingles of cooking oil affects your attitude towards the brand. *15. Symbols used in jingles affect your purchasing behavior. Cross tabulation. 15. Symbols used in jingles affect your purchasing behavior. 2. Visuals shown in advertising jingles of cooking oil affects your attitude towards the brand.
Highly Agree

Neither Highly Agree 8 6.3 8.0% Just Agree 5 6.1 5.0% Neither Agree Nor Disagree Disagree 4 4.6 4.0% 2 1.1 2.0% Highly Disagree 0 1.0 .0% Just Agree 10 11.2 10.0% 14 10.9 14.0% 7 8.2 7.0% 2 2.0 2.0% 1 1.7 1.0% 34 34.0 34.0% Agree Nor Disagree 6 6.9 6.0% 7 6.7 7.0% 5 5.0 5.0% 1 1.3 1.0% 2 1.1 2.0% 21 21.0 21.0% Disagree 4 4.6 4.0% 5 4.5 5.0% 3 3.4 3.0% 1 .8 1.0% 1 .7 1.0% 14 14.0 14.0% Highly Disagree 5 4.0 5.0% 1 3.8 1.0% 5 2.9 5.0% 0 .7 .0% 1 .6 1.0% 12 12.0 12.0% Total 33 33.0 33.0% 32 32.0 32.0% 24 24.0 24.0% 6 6.0 6.0% 5 5.0 5.0% 100 100.0 100.0%

Total

19 19.0 19.0%

52

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 10.130
a

Df 16 16 1

sided) .860 .744 .390

11.998 .738 100

a. 17 cells (68.0%) have expected count less than 5. The minimum expected count is .60.

Symmetric Measures Value Nominal by Nominal Phi Cramer's V N of Valid Cases .318 .159 100 Approx. Sig. .860 .860

INTERPRETATION:
The statistics discussed here are designed to analyze two nominal or dichotomous variables. Chisquare (2) or phi/Cramers V are good choices for statistics while analyzing two nominal variables. Chi-square requires a relatively large sample size because the expected counts in 80% cells should be greater than 5. Fishers exact test for 2x2 crosstabs should be reported instead of chisquare for small samples. Chi-square and the Fishers exact test provide similar information about relationships among variables; however, they only tell us whether the relationship is statistically significant. They do not tell the effect size (i.e. the strength of the relationship).

53

Phi and Cramers V provide a test of statistical significance and also provide information about the strength of the association between the two variables and can be used as a measure of the effect size. If there is a 2x2 cross tabulation, phi is the appropriate statistic. For larger crosstabs (larger than 2x2), Cramers V is used

RESULT:
Chi-square Tests table above is used to determine there is a statistically significant relationship between two dichotomous nominal variables. Pearson Chi-Square was used for small samples or Fishers Exact Test was used to interpret the results of the test. They are not statistically significant (p> 0.05), which indicates that the two variables under discussion are independent to each other and both of them are not correlated or have no influence to each other. The Symmetric Measures table as shown above provides the strength of relationship or effect size. The negative sign does not mean anything here because it shows the direction of the association or effect size of variable from variable to another. However, low values here indicate weak association. So, on the basis of above explanation and results output tables it is proven that that the association however among them is weak.

54

HYPOTHESIS: 02
H2 Consumer attitude about the cooking oil change due to lyrics and melody used in

jingle. CROSSTAB

Case Processing Summary Cases Valid N Percent 100.0% N 0 Missing Percent .0% N 100 Total Percent 100.0%

12. Melody of jingle makes you recall the brand. *8. Lyrics of jingles make you recall the brand.

100

12. Melody of jingle makes you recall the brand. *8. Lyrics of jingles make you recall the brand. Cross tabulation. 8. Lyrics of jingles make you recall the brand. Total
Highly Agree Just Agree Neither Agree Nor Disagree Disagree Highly Disagre e 0 1.2 2 1.7 24 24.0

12. Melody of jingle makes you recall the brand.

Highly Agree

Count Expected Count % of Total

5 9.1

12 8.9

5 3.1

5.0% 14 11.8

12.0% 11 11.5

5.0% 4 4.0

.0% 2 1.6

2.0% 0 2.2

24.0% 31 31.0

Just Agree

Count Expected Count % of Total

14.0% 11 8.7

11.0% 6 8.5

4.0% 3 3.0

2.0% 2 1.2

.0% 1 1.6

31.0% 23 23.0

Neither Agree Nor Disagree

Count Expected Count % of Total

11.0%

6.0%

3.0%

2.0%

1.0%

23.0%

55

Disagree

Count Expected Count % of Total

7 6.8

8 6.7

1 2.3

0 .9

2 1.3

18 18.0

7.0% 1 1.5

8.0% 0 1.5

1.0% 0 .5

.0% 1 .2

2.0% 2 .3

18.0% 4 4.0

Highly Disagree

Count Expected Count % of Total

1.0% 38 38.0

.0% 37 37.0

.0% 13 13.0

1.0% 5 5.0

2.0% 7 7.0

4.0% 100 100.0

Total

Count Expected Count % of Total

38.0%

37.0%

13.0%

5.0%

7.0%

100.0%

Chi-Square Tests Value

a

Df

Asymp. Sig. (2-sided)

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases

28.593

16 16 1

.027 .038 .404

27.301 .697

100

a. 17 cells (68.0%) have expected count less than 5. The minimum expected count is .20.

Symmetric Measures Value Approx. Sig. Nominal by Nominal Phi Cramer's V N of Valid Cases .535 .267 100 .027 .027

56

INTERPRETATION:
The statistics discussed here are designed to analyze two nominal or dichotomous variables. Chisquare (2) or phi/Cramers V are good choices for statistics while analyzing two nominal variables. Chi-square requires a relatively large sample size because the expected counts in 80% cells should be greater than 5. Fishers exact test for 2x2 crosstabs should be reported instead of chisquare for small samples. Chi-square and the Fishers exact test provide similar information about relationships among variables; however, they only tell us whether the relationship is statistically significant. They do not tell the effect size (i.e. the strength of the relationship). Phi and Cramers V provide a test of statistical significance and also provide information about the strength of the association between the two variables and can be used as a measure of the effect size. If there is a 2x2 cross tabulation, phi is the appropriate statistic. For larger crosstabs (larger than 2x2), Cramers V is used

RESULT:
Chi-square Tests table above is used to determine there is a statistically significant relationship between two dichotomous nominal variables. Pearson Chi-Square was used for small samples or Fishers Exact Test was used to interpret the results of the test. They are statistically significant (p< 0.05), which indicates that the two variables under discussion are dependent to each other and both of them are correlated or have an influence to each other. The Symmetric Measures table as shown above provides the strength of relationship or effect size. The negative sign does not mean anything here because it shows the direction of the association or effect size of variable from variable to another. However, low values here indicate weak association.

57

So, on the basis of above explanation and results output tables it is proven that that the association however among them is weak.

HYPOTHESIS: 03
H3: Consumer attitude about the cooking oil changes due lyrics and language used in advertisement.

Case Processing Summary Cases Valid N Percent 100 100.0% N 0 Missing Percent .0% N 100 Total Percent 100.0%

5. Lyrics of jingles affect your attitude towards the advertisement. *17. Language used in jingles affect your attitude towards the advertisement.

58

5. Lyrics of jingles affect your attitude towards the advertisement. *17. Language used in jingles affect your attitude towards the advertisement. Cross tabulation. 17. Language used in jingles affect your attitude towards the advertisement
Neither Highly Agree Just Agree 13 5.9 6 6.5 Agree Nor Disagree 3 7.6 Disagree 5 5.7 Highly Disagree 0 1.4 Total 27 27.0

5. Lyrics of jingles affect your attitude towards the advertisement

Highly agree

Count Expected Count % of Total

13.0% 4 7.3

6.0% 12 7.9

3.0% 10 9.2

5.0% 6 6.9

.0% 1 1.7

27.0% 33 33.0

Just Agree Count Expected Count % of Total Neither Agree Nor Disagree Count Expected Count % of Total Disagree Count Expected Count % of Total Highly Disagree Count Expected Count % of Total Total Count Expected Count % of Total

4.0% 1 5.5

12.0% 2 6.0

10.0% 12 7.0

6.0% 7 5.3

1.0% 3 1.3

33.0% 25 25.0

1.0% 0 1.5

2.0% 2 1.7

12.0% 3 2.0

7.0% 2 1.5

3.0% 0 .4

25.0% 7 7.0

.0% 4 1.8

2.0% 2 1.9

3.0% 0 2.2

2.0% 1 1.7

.0% 1 .4

7.0% 8 8.0

4.0% 22 22.0

2.0% 24 24.0

.0% 28 28.0

1.0% 21 21.0

1.0% 5 5.0

8.0% 100 100.0

22.0%

24.0%

28.0%

21.0%

5.0%

100.0%

59

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 38.532
a

df 16 16 1

sided) .001 .000 .043

43.113 4.099 100

a. 13 cells (52.0%) have expected count less than 5. The minimum expected count is .35.

Symmetric Measures Value Nominal by Nominal Phi Cramer's V N of Valid Cases .621 .310 100 Approx. Sig. .001 .001

INTERPRETATION:
The statistics discussed here are designed to analyze two nominal or dichotomous variables. Chisquare (2) or phi/Cramers V are good choices for statistics while analyzing two nominal variables. Chi-square requires a relatively large sample size because the expected counts in 80% cells should be greater than 5. Fishers exact test for 2x2 crosstabs should be reported instead of chisquare for small samples. Chi-square and the Fishers exact test provide similar information about relationships among variables; however, they only tell us whether the relationship is statistically significant. They do not tell the effect size (i.e. the strength of the relationship). Phi and Cramers V provide a test of statistical significance and also provide information about the strength of the association between the two variables and can be used as a measure of the

60

effect size. If there is a 2x2 cross tabulation, phi is the appropriate statistic. For larger crosstabs (larger than 2x2), Cramers V is used.

RESULT:
Chi-square Tests table above is used to determine there is a statistically significant relationship between two dichotomous nominal variables. Pearson Chi-Square was used for small samples or Fishers Exact Test was used to interpret the results of the test. They are statistically significant (p< 0.05), which indicates that the two variables under discussion are dependent to each other and both of them are correlated or have an influence to each other. The Symmetric Measures table as shown above provides the strength of relationship or effect size. The negative sign does not mean anything here because it shows the direction of the association or effect size of variable from variable to another. However, low values here indicate weak association. So, on the basis of above explanation and results output tables it is proven that that the association however among them is weak.

61

CONCLUSION

To summarize the result of this research we can say that the visuals shown in advertisements of cooking oil not only affect the consumer attitude towards the brand but also increases brand recall. Advertisements that show good visuals make a lasting impression on consumers mind. However, symbols shown in advertisements of cooking oil has no influence on purchasing behavior. Similarly Jingle melody & jingle lyrics are interrelated & they help in increasing the brand recall. Jingles with strong melody & catchy tones are easy to memorize. They also affect the consumer attitude towards the brand. Lyrics of the jingle also influences consumer attitude towards the advertisement & it increases the memorization of the jingle. This also increases the brand recall, while language of the jingle does not much influence the consumer attitude & purchasing behavior.

62

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APPENDIX
RATING SCALE: 1 2 3 Neither agree nor disagree 4 5 Highly Disagree

Highly Agree

Just Agree

Disagree

Q1: Visuals shown in advertising jingles affects your attitude towards the advertisement? 1 2 3 4 5

Q2. Visuals shown in advertising jingles affects your attitude towards the brand? 1 2 3 4 5

Q3. Visuals shown in advertising jingles affects your purchasing behavior? 1 2 3 4 5

Q4. Visuals shown in advertising jingles makes you recall the brand? 1 2 3 4 5

Q5. Lyrics of jingles affect your attitude towards the advertisement? 1 2 3 4 5

Q6. Lyrics of jingles affect your attitude towards the brand? 1 2 3 4 5

Q7. Lyrics of jingles affect your purchasing behavior? 1 2 3 4 5

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Q8. Lyrics of jingles make you recall the brand? 1 2 3 4 5

Q9. Melody of jingle affects your attitude towards the advertisement? 1 2 3 4 5

Q10. Melody of jingle affects your attitude towards the brand? 1 2 3 4 5

Q11. Melody of jingle affects your purchasing behavior? 1 2 3 4 5

Q12. Melody of jingle makes you recall the brand? 1 2 3 4 5

Q13. Symbols used in jingles affect your attitude towards the advertisement? 1 2 3 4 5

Q14. Symbols used in jingles your attitude towards the brand? 1 2 3 4 5

Q15. Symbols used in jingles affect your purchasing behavior? 1 2 3 4 5

Q16. Symbols used in jingles make you recall the brand? 1 2 3 4 5

Q17. Language used in jingles affect your attitude towards the advertisement? 1 2 3 4 5

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Q18. Language used in jingles your attitude towards the brand? 1 2 3 4 5

Q19. Language used in jingles affect your purchasing behavior? 1 2 3 4 5

Q20. Language used in jingles makes you recall the brand? 1 2 3 4 5

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