CHAPTER: 1

INTRODUCTION

1
 1.1NTRODUCTION TO THE STUDY

KKR Group is mainly involved in the manufacturing and exporting of quality rice, rice
products, spices, pickles and other products, etc. The products are sold under the brand name
“NIRAPARA”. The distribution of Nirapara is spread in all major cities in India and outside India,
USA, UAE, Muscat, Bahrain, Oman, Qatar, Kuwait, Canada, UK, France, Australia, Singapore, etc
considering the demand for Nirapara products.

One of the major sectors responsible for tremendous growth is fast Moving Consumer
Goods (FMCG).This sector includes a large number of players; many of the major players are foreign
companies. For example, Proctor &Gamble Nestle, Coca –Cola, and Pepsi Co and so on, these
Companies together account for a major portion of the total industry size.

“A study on customer’s opinion on advertisements of Nirapara products, Okkal” is to

evaluate the effectiveness of advertisement that is given by the company. To evaluate the effectiveness
of advertisement it needs to conduct a survey within the customers of Nirapara. Advertisement is the art
of making products to the world in such a way that a desire for building that product is created in the
minds of people. Advertising is therefore essential for creating and maintaining demand for the
products.

The important objectives of an advertisement are,

 Building awareness about a new product.

 Generating lead
 Stimulating quick response.
 Helping customers in choosing a product over competitor’s product.
 Developing trust in brand.

Modern advertising developed with the rise of mass production in the late19thand early
20th centuries. Mass media can be defined as any media meant to reach a mass amount of people.
Different types of media can be used to deliver these messages, including traditional media such as
newspapers, television, radio, outdoor or direct mail; or new media such as websites and text messages.

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 1.2 OBJECTIVES OF THE STUDY

The current study on ‘Effectiveness of advertisements of Nirapara curry masala’ was conducted
at KKR group of company Ltd. with the following specific objectives.

1.3PRIMARY OBJECTIVES

 To study whether Nirapara curry masala advertisements are appealing and are able to create
attention by the customer.

1.4 SECONDARY OBJECTIVES

 To study whether the advertisements are appealing and motivate customers to buy the products.
 To analyze whether the customers are able to recall the advertisements.
 To study whether the advertisements are able to create brand awareness in the minds of
customers.
 To find out the most effective medium for the advertisements of Nirapara curry masala.

1.5 SCOPE OF THE STUDY

This study is done on topic ‘viewers’ opinion on advertisements of Nirapara Food products,
Okkal’. The study is done at KKR Group of company, Okkal. This study is only based on data collected
from 60 days starting from 15th December 2014.

1.6 LIMITATION OF THE STUDY

 There is no guarantee that the respondents give full and correct information, i.e. personal bias
may affect the study
 The answers will depend on the attitude opinion and sharing mentality of the respondents.
 The findings are only based on the data collected through survey.

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 CHAPTER: II

INDUSTRY PROFILE

4
 2 INDUSTRY PROFILE

RICE MILL INDUSTRY

India is an important centre of rice cultivation. The rice harvesting area in India is the world’s largest.
The two major rice varieties grown worldwide today are Orissa Sadiva, Japonica. According to research
studies, they owe their origin to two independent events of domestication thousands of years ago.

Rice is the staple food for almost 65% of the population in India. Paddy in its raw form cannot be
consumed by human beings. It needs to be suitably processed for obtaining rice. Rice milling is the
process which helps in removal of hulls and barns from paddy grains to produce polished rice. Rice
forms the basic primary processed for obtaining various secondary and tertiary products. The basic rice
milling process consists of the following process.

Rice Milling Process

Pre cleaning: Removing all impurities and unfilled grains from paddy.

De-stoning: Separating small stones from paddy.

Parboiling (optional): Helps in improving the nutritional quality by gelatinization of starch inside the
rice grain. It improves the milling recovery percent during de shelling and polishing/whitening
operation.

Husking: Removing husk from paddy.

Husk Aspiration: separating the husk from brown rice/un husked paddy.

Paddy separation: separating the un husked paddy from brown rice.

Whitening: removing all or part of the bran layer and germ from brown rice.

Polishing: improving the appearance of milled rice by removing the remaining bran particles and by
polishing the exterior of the milled kernel.

Length grading: separating small and large broken from head rice.

Blending: mixing head rice with predetermined amount of broken, as require by the customer.

Weighing and bagging: preparing the milled rice for transport to the customer.

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VARITIES OF RICE IN INDIA.

India is one of the richest countries in the world which produces tremendous variety in rice. There are
different varieties of rice depending on the weather, soil, structure, characteristics and purpose.

According to Dr. Richard, one of the most eminent rice scientist of the world 400000 varieties of rice
exist in India in vedic period. He estimated that, even today 200000 varieties of rice are exist in India
which in deeded an exceptionally high number. This means even if a person eats a new rice variety
every day a year he have to live for 100 years without reusing. The harvesting area of rice in India is the
world’s largest about 600 improved varieties of India rice have been released for cultivation since 1965.

From a nation depends on imports to feed its population. India today is self sufficient in grain
production and also has substantial reserve. The progress made by agriculture in the last four decades
has been one of the largest success stories of free India. Agriculture is the means of livelihood of about
2/3rd of the work force in the country.

India’s is the world’s second largest rice producer, followed by china. The demand for rice in India is
projected at 128 million tons for the year 2012 and will require a population 3000 kg per hector,
significantly greater than the present average yield of 1930 kg/hector. Government of India is targeting
to achieve production of 129 million tons of rice by 2012-2013 with the growth rate of 3.7% along with
other food grains.

STATUS OF RICE MILLING UNITS IN INDIA.

Rice milling is the oldest and the largest agro processing industry of the country. It has a turnover of
more than Rs.25, 500 crore per annum. It processes about 85 million tonnes of paddy per year and
provides staple food grain and other valuable products required by over 60% of the population. Paddy
grain is milled either in raw condition or after par-boiling, mostly by single hullers of which over 82,000
are registered in the country. Apart from it there are also a large number of unregistered single hulling
units in the country. A good number (60%) of these are also linked with par-boiling units and sun drying
yards. Most of the tiny hullers of about 250-300 kg/hr capacities are employed for customs milling of
paddy. Apart from it double hulling units number over 2,600 units, under run disc sellers cum cone
polishers numbering 5,000 units and rubber roll sellers cum friction polishers numbering over 10,000
units are also present in the country. Further over the years there has been a steady growth of improved
rice mills in the country. Most of these have capacities ranging from 2 tonnes/ hr to 10 tonnes/ hr.

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WORLD TOP 10 RICE PRODUCING COUNTRIES

 China
 India
 Indonesia
 Bangladesh
 Vietnam
 Thailand
 Myanmar
 Japan
 Philippines
 Brazil

SOME OTHER RICE PRODUCING COUNTRIES

 Afghanistan, Argentina, Australia

 Bhutan, Bolivia
 Cambodia, Cameroon, Colombia, Cuba
 Ecuador, Egypt
 France
 Gambia, Republic of Ghana, Greece
 Iran, Italy
 Republic of Korea
 Liberia
 Madagascar, Malaysia, Mali, Mexico
 Nepal, Nigeria
 Pakistan, Paraguay, Peru, portugal

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 CHAPTER: III

COMPANY PROFILE

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 3.1 COMPANY PROFILE

The K.K.R group was set up in 1976 by Mr. K.K.Karnan, man who set out with the vision to
bring quality rice into the traditional homes of Kerala in South India. Venture which started out with
traditional method of boiling, sun-drying and milling, grew in to one of the most modern rice processing
houses in India with the latest world – class technology. The K.K.R group is now all set to become
name to reckon within foods. The group has plans to setup a food park with facilities to process and
manufacture a wide range of food products like spices, pickles and other products for world markets.

The factory of KKR Mills is located in the green, pollution –free Okkal Township, near Kochi in
Kerala in South India. This facility is equipped with the latest technology in the world for every aspect
of processing of paddy-right from destining, cleaning, drying, bran-removal, polishing and finally
sorting. This infrastructure of around 25 crore rupees is one of the largest in India. KKR Mills is the
only rice milling South India to use the Z-sortex machine capable of optical inspection for quality
control This machine scans every grain of rice and removes discolored, broken and immature rice,
ensuring that only rice that meets the specification calibrated in the computer is selected for packaging,
The result- beautiful rice of even size, color and bran that is a feast for the eyes and a wholesome meal.

Nirapara- The brand name, in which KKR Mills markets rice is today the largest selling brand in
Kerala and has become a household name.

3.2 PRESENT STATUS OF ORGANISATION

KKR Group is mainly involved in the manufacture of quality Rice and Rice Products. The
Products are sold under the brand name “NIRAPARA.” The KKR Group is now all set to become a
name to reckon within foods. The group has plan to setup a food park with facilities to process and
manufacture a wide range of food products like spices, pickles and other products for work markets.
The capacity of the plants of the KKR Group is 225 TPD.

In the present situation the company is directly selling all the products through all retail
outlets. The distribution of Nirapara is spread in the major cities in India and outside India. And
Nirapara rice and rice products are exported to UAE, Muscat, Bahrain, Oman, Qatar, Kuwait, USA,
Canada, UK, Switzerland, France, Australia, Newzeland, Singapore etc.

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 3.3 KKR GROUP OF COMPANIES

 S.N. Rice Mills

 KKR Mills
 KKR Flour Mills
 KKR Agro Mills Pvt Ltd.
 KKR Food Products
 S.N. Agro Products
 S.N.Tile Works
 Five star Metals Pvt.Ltd.
 KKR Products & Marketing Pvt Ltd.
 Lotus Rural Development Society
 KKB Fencing Coe LLC, Dubai, UAE
 Bik-Mark International Marketing (P) Ltd,
 Bik-Mark Builders & Realtors (P) Ltd.

MANAGING DIRECTOR: Mr. K.K Karnan

BOARD OF DIRECTORS

Mr. K.K Karnan

Mr. Biju Karnan

Mrs. Ammini Karnan

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 Nirapara Mission Statement:

“Quality food Products for Modern living”

3.4 PRODUCTION UNIT

 KKR Food Products

 KKR Flour Mills
 S.N. Rice Mills
 KKR Agro Mills
 KKR Mills

3.5 PRODUCT MIX

 Rice
 Rice Flour
 Wheat Products
 Spices
 Pickles
 Curry Powder

3.6 PRODUCT LINE

RICE

Nirapara rice is available in wide range of varieties that suit various tastes-brown rice and white
rice in round –grained and long grained varieties, besides these, there are specialty rice varieties for the
varied traditional users of rice in kitchens all over the world.

Rice being the staple food from breakfast to dinner , Nirapara’s range of rice caters to every
application of rice in the lives of the people especially of south India. Nirapara rice is the only rice
processed using the nutria-select process which ensures that only the best quality rice with the optimum
value of vitamin B is selected by the Z sortex machine and packed. Nirapara rice comes in net porous

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traditional jute-bags that help air circulation that is essential to enhancing shelf life, keeping it fungus
free.

Single Matta Rice Idli Rice

Rose Matta Rice Jyothi Rice

Payasam Rice Jaya Rice

Matta Broken Rice Cherumani Rice

Ponni Rice Vita Rice.

RICE FLOURS

Breakfast is very important meal in the every home. A wide range of exotic, traditional rice
breakfast items are every popular in even modern homes.

Gone are the days when women would painstakingly powder and grind rice make the batter for
breakfast items like Idlis Dosa, Appam etc. Today Nirapara readymade rice powders have found a firm
place in kitchen shelves across world.

Nirapara has rice flour suitable for a wide range of breakfast items

 Idli Powder
 Appam/Idiyappam Powder
 Dosa Powder
 Chemba Puttu powder
 puttu Powder (white)
 Pathiri Powder

WHEAT PRODUCTS

KKR Mills also processes and markets wheat products for household use under the brand name
“Nirapara”.All Nirapara products carry with it the assurance of quality.

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Wheat Flours

Broken Wheat

Rava (Sooji)

Wheat based traditional foods are also popular in Kerala broken Wheat is used to make
nutritious wheat porridge, Fine wheat (Sooji Rava) is used to make a delicious breakfast item called
‘Upma’ which is very popular in the southern states of India. Nirapara also has wheat flour which is
used to make soft ‘chapattis’, popular Indian bread.

SPICES

KKR Food products, a company set up in October 2002 is all set to bring out wide range of food
products into the market under the Nirapara brand Umbrella. The first set of products to enter the
market is spices and pickles under the brand name Nirapara Silky.

Nirapara Silky spice powders are made from the best quality spices sourced from all over the
country and processed and packed in a state- of the- art facility that meets the highest standards of
hygiene. The spices are available as both pure spices and ready mixes that are used.

NIRAPARA SILKY CURRY POWDER RANGE

Red Chilli powder Chicken Masala
Coriander Powder Fish Masala
Turmeric powder Meat Masala
Sambar Powder Curry Powder
Rasam Powder Pickle Powder
Black Pepper Powder Gram Masala

Pickles: Pickles are important item in practically every Indian meal. Traditional pickle recipes using
unique spice mixes and vegetable oils are made with a wide variety of vegetables. Nirapara Silky
pickles are delicious, mouth watering and are the Perfect appetizer in every meal. These pickles are
manufactured in a state –of –the-art facility meeting international standards of hygiene and purity. Only
the best quality materials are sourced. The pickles are made under the supervision of experts.

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 3.7 MARKETING DEPARTMENT

The marketing department works as a separate company within the business enterprise and
deals with all the sales and marketing related activities. The KKR Group markets a number of
diversified brands of products in the competitive markets.

Functions of Marketing Department

 Local area sales

 Rural marketing
 Interstate( Bangalore, Mumbai, Chennai, Delhi, Goa, Pune) Marketing
 Exports (UK, Europe, USA & all the Middle East Countries)

3.8 FINANCE DEPARTMENT

The function of financial management is to make intensive and economic use of capital
resources of the organization. Since business firms are profit seeking organization, there functions are
to maximize the company’s wealth. The Nirapara mill maintains a clear and perfect accounting system.
The main activity of the finance department is working capital management, Preparation of financial
statements such as balance sheet, profit and loss account etc. The finance department carries out all the
activities pertaining to long term and short term requirements of the operation using purchase bill,
maintaining the accounts of contacts, Sub- contracts and income tax deductions. The auditor manages
the matters relating to tax. The company sells the products both for cash and credit and period is for
three months.

Functions of Finance Department

 Sourcing finance
 Financial accounting
 Cash management
 Taxation
 Management of costing control
 Preparation of financial reports
 Expense analysis
 Determining the source of funds

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 3.9 ACCOUNTS DEPARTMENT

Accounts department deals with analyzing recording and summarizing the business
transactions, which are in financial character and are expressed in terms of money. The companies Act
1956 lay down certain principles regarding the accounting of the company. Every company of india has
to keep an accounts department to maintain the correct and adequate accounts of the company.
Accounts department usually is a part of financial operators of the company.

3.10 HUMAN RESOURCE DEPARTMENT

The development of the organization can be achieved only through the development of the
people of the organization. So we say that the workers are the back bone of the organization. The
impressive level of productivity is a hallmark of KKR Group of companies and today the company has
highly committed and disciplined workforce which leads a high degree of productivity with impressive
levels of quality. The company gives importance for the employee welfare and individual development.
The organization promotes the concept of participative management, especially in quality circles,
employee suggestion schemes etc.

Functions of HR Department

 Estimating manpower needs

 Recruitment and selection of staffs
 Training and development
 Promotion and Appraisal
 Remuneration fixing
 Financial and non financial incentives
 Ensuring job satisfaction
 Placement of manpower

3.11 QUALITY CONTROL DEPARTMENT

Improving quality is one of the important ways to maintain a competitive position in today’s
markets. Quality can be promoted to customers and employees. Customers want quality products and
services and employees at all levels in the organization like to be associated with a winner. Most
people associate high quality with a winning competitive position.

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 The KKR Mills is the only rice mills in the south India to use the Z- sortex machine capable of optical
inspection for quality control .This machine scans every grain of the rice and removes discolored,
broken and immature rice ensuring only rice that meets the specification calibrated in the computer is
selected for packing. The quality section is headed by a Quality controller. He has assistants to assist
him in quality checking.

3.12 RESEARCH AND DEVELOPMENT DEPARTMENT

In KKR Group of companies research is mainly conducted in the field of production. This
department consists of lab assistant, chemist and microbiologist It leads with development of a new
product and quality inspection etc..The R&D department of KKR group is situated at Chelamattom
unit.

3.13 FUTURE SCOPE OF THE ORGANISATION

The future scope of the company is that they are intended to making new nutritious food for
children and old age people and also special healthy food product for youth. Their motive is sale of
these products in and out of India hence they are prepared to export these items in all countries. For
producing the food products, the company collected raw materials or items from the selected farms only,
that farms always kept the quality of products and retain the standard of them moreover they intended to
establish one park food things means all types food grains is stored themselves and cultivated them in
wide area in various type of agriculture.

New Technology

The KKR Group is all set to enter the food processing industry on large scale bringing in the
world latest technology and machines. In every new area of achieving attention to purring and hygiene
that meet the highest world requirements is the focus of the group.

New Product

The KKR Group is looking at venture in food processing and presenting with a large scale
investment on a food technology park. The group has plans to manufacture an international product
range like past presents source squashes, fruits based foods, pickles, juices, coconut based food etc.

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New Market

Today Nirapara group has entered the Middle East markets and Far East America and Europe.
The day is not far because the KKR Group makes food in the international markets and with the
presence and commitment of the group it needs a dream that will be true before long.

The Main Competition of KKR Group are:

 Double Horse
 Periyar
 Eastern
 Pavizham (Only in rice)
 Gayathri (Only in rice)
 Marias
 Saras
 Melam
 Taste buds (in foreign market)
 Priyam massala
 Brahmins
 Ann’s Curry powder
 Achi Massala (outside Kerala)
 Sakthi Masala (outside Kerala)

17
 CHAPTER: IV

LITERATURE REVIEW

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 4.1 THEORETICAL BACKGROUND

“The caterpillar does all the work but the butterfly gets all the publicity”

George Carlin

Advertising is a form of communication used to influence individuals to

purchase products or services or support political candidates or ideas. Frequently it communicates a
message that includes the name of the product or service and how that product or service could
potentially benefit the consumer. Advertising often attempts to persuade potential customers to purchase
or to consume a particular brand of product or services. Modern advertising developed with the rise of
mass production in the late 19th and early 20th centuries. Commercial advertisers often seek to generate
increased consumption of their products or services through branding, which involves the repetition of
an image or product name in an effort to associate related qualities with the brand in the minds of
consumers.

4.2 MEANING AND DEFINITIONS OF ADVERTISING

Advertising is nothing but a paid from of non – personal presentation or promotion of

ideas, goods or services by an identified sponsor with a view to disseminate information concerning an
idea, product or service. The message which is presented or disseminated is called advertisement. In the
preset day marketing activities hardly is there any business in the modern world which does not
advertise. However, the form of advertisement differs from business to business.

Advertisement has been defined differently by different persons; A few definitions are being
reproduced below:

 According to wood “Advertising is causing to know to remember, to do.”

 According to wheeler, “Advertising is any form of paid non- personal presentation of ideas,
goods or services for the purpose of inducting people to buy.”

 According to Richard Buskirk, “Advertising is a paid non- personal presentation of ideas,

goods or services by an identified sponsor”.

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  According to William J. Stanton “Advertising consists of all the activities involves in presenting
to a group, a non-persona, oral or visual, openly sponsored message regarding disseminated
through one or more media and is paid for by an identified sponsor.”

 The above definition clearly reveals the nature of advertisement. This is a powerful element of
the promotion mix. Essentially advertising means spreading of information about the
characteristics of the product to the prospective customers with a view to sell the product or
increase the scales volume.

The main features of advertise are as under:

 It is directed towards increasing the sales of business,

 Advertising is a paid form of publicity
 It is non –personal. They are directed at a mass audience and nor at the individual as is in the
case of personal selling. >> Advertisements are identifiable with their sponsor or originator which is
not always the case with publicity or propaganda.

4.3 OBJECTIVE / FUNCTIONS OF ADVERTISING

The purpose of advertising is nothing but to sell something –a product, a service or an idea. The real
objective of advertising is communication between producers and consumers. The following are the
main objectives of advertising;

Preparing Ground for New Product

New product needs introduction because potential customers have never used such product
earlier and the advertisements prepare a ground for that new product.

Creation of demand

The main objective of the advertisement is to create a favorable climate for maintaining of
improving sales. Customers are to be remained about the product and the brand. It may induce new
customers to buy the product by informing them its qualities since it is possible that some of the
customers may change their brands.

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Brand building

Enhancing brand equity directly through advertising campaigns and indirectly through promotions such
as cause championing or event sponsorship.

Facing the Competition

Another important objective of the advertisement is to face to competition. Under competitive

conditions; advertisement helps to build up brand image and brand loyalty and when customers have
developed brand loyalty, becomes difficult for the middlemen to change it.

Creating or enhancing goodwill

Large scale advertising is often undertaken with the objective of creating or enhancing the good
will of the advertising company. This in, turn increasing the market receptiveness of the company
products and helps the sales men to win customers easily.

Informing the change to the customers

Whenever changes are made in prices, channels of distribution or in the product by way of any
improvement in quality, size, weight, brand, packing etc., they must be informed to the public by the
producer through advertisement.

Neutralizing competitor’s advertising

Advertising in unavoidable to complete with or neutralize competitor’s advertising. When

competitors are adopting intensive advertising as their promotional strategy, it is reasonable to follow
similar practices to neutralize their effects. In such cases, it is essential for the manufacturer to create a
different image of his product.

Baring New Entrants

From the advertiser’s point of view, a strongly built image through long advertising helps to
keep new entrants away. The advertisement builds up a certain monopoly are for the product in which
new entrants find it difficult to enter.

In short, advertising aims at benefiting the producer, educating the consumer and supplementing
the salesman Above all it is link between the producer and the customer.

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 4.4 BENEFITS OR IMPORTANCE OF ADVERTISEMENT

Advertising broadens the knowledge of the consumers. With the aid of advertising, consumers find and
buy necessary products without much waste of time. This speeds up the sales of commodities, increases
the efficiency of labor in distribution, and diminishes the costs of selling. It is an accepted fact that
without market stimulus of heavy advertising, consumers might have waited another sixty years for the
product evaluation that took place in less than ten years- it took after all over sixty years from the
invention of the safety razor before the first acceptable stainless steel blades appeared in the market.
These words are more than enough to testify the potentialities of advertising in the field of modern
marketing system. The main benefits of advertising may be narrated as follows:

Benefits to manufacturers

 It increases sales volume by creating attraction towards the product.

 It helps easy introduction of new products into the markets by the same manufacturer.
 It helps to create an image and reputation for the products. In this way, it creates goodwill for the
manufacturer.
 Retail price maintence is also possible by advertising where price appeal is the promotional
strategy.
 It helps to establish a direct contact between manufacturers and consumers.
 It leads to smoothen the demand of the product. It saves the product from seasonal fluctuations
by discovering new and new usage of the product.
 It creates a highly responsive market and thereby quickens in the turnover that results in lower
inventory.
 Selling cost per unit is reduced because of increased sale volume. Consequently, product
overheads are also reduced due to mass production and sale.
 Advertising gives the employees a feeling of pride in their jobs and to be in the service of such a
concern of repute. It thus inspires the executives and worker to improve their efficiency.

Benefits to Wholesalers and Retailers

 Easy sale of the products is possible since consumers are aware of the product and its quality.
 It increases the rate of the turnover of the stock because demand is already created by
advertisement.
22
 It supplements the selling activities.
 The reputation created is shared by the wholesalers and retailers alike because they need not
spend anything for the advertising of already a well advertised product.
 It ensures more economical selling because selling overheads are reduced.
 It enables them to have product information.
 Educating
 Awareness
 Brand building

Benefits to consumers

 Advertising stresses quality and very often prices. This forms an indirect guarantee to the
consumers of the quality and price. Further large scale production assumed by advertising enables
the seller to seller product at a lower cost .
 Advertising helps in eliminating the middlemen by establishing
 It helps them to know where and when the products are available. This reduces their shopping
time.
 It provides an opportunity to the customers to compare the merits and demerits of various
substitute products,
 This is perhaps the only medium through which consumers could know the varied and new uses of
products.
 Modern advertisements are highly informative.
 Credibility

Benefits to Salesmen

Salesmanship is incomplete without advertising serves as the forerunner of a salesman in the

distribution of goods. Sales are benefited the advertisement in following ways:

 Introducing the product becomes guite easy and convenient because manufacturer has
already advertised the goods informing the consumers about the product and its quality.
 Advertising prepares necessary ground for a salesman to begin his work effectively. Hence
sale efforts are reduced.
 The contact established with the customer by a salesman is made permanent through
effective advertising because a customer is assumed of the quality and price of the product.

23
  The salesman can weigh the effectiveness of advertising when he makes direct contact with
the consumers.
 Easy access to sales outlets.

Benefits to Community or Society

 Advertising, in general, is educative in nature. In the words of the late president Roosevelt of
the U.S.A; “Advertising brings to the greatest number of people actual knowledge
concerning useful things: It is essentially a form of education and the progress of civilization
depends on education”.
 Advertising leads to a large –scale production creating more employment opportunities to the
public in various jobs directly or indirectly.
 It initiates a process of creating more wants and their satisfaction higher standard of living.
For example, advertising has more popular and universal the uses of such inventions as the
automobiles, radios, and various household appliances.
 Newspapers would not have become so popular and so cheap if had been no advertisements.
The cheap production of newspapers is possible only through the publication of
advertisements in them. It sustains the press.
 It assures employment opportunities for the professional men and artist.
 Advertising does provide a glimpse of a country’s way of life. It is, in fact a running
commentary on the way of living and the behavior of the people and is also an indicator of
some of the future in this regard.


4.5 DIFFERENT TYPES OF ADVERTISING

Advertising is the promotion of a company’s products and carried out primarily to drive up
sales of the products and services. It is also done to build a brand identity and communicate changes in
old products or introduce new product/ services to the customers. Advertising has become an essential
element of the corporate world and hence companies allot a considerable amount of resources towards
their advertising budget. There are several reasons for advertising, some of which are as follow:

 Increasing the sales of the product/service.

 Creating and maintaining a brand identity or brand image.
 Communicating a change in the existing product line.

24
 Introduction of a new product or service.
 Increasing the buzz-value of the brand or the company.

Thus, there are several reasons for advertising .Similarly, there exist various media which can be
effectively used for advertising. Mentioned below are the various categories or types of advertising.
Have a book.

Print Media –Newspapers, Magazines, Brochures. Fliers

Print media has always been a popular advertising option. Advertising products via
newspapers or magazines is a common practice. In addition to this, the print media also offers options
like promotional brochures and fliers for advertising purposes. Often, newspapers and Magazines sell
the advertising space according to the area occupied by the advertisement, the position of the
advertisement in the publication (front page/middle page, above^ below the fold), as well as the
readership of the publications. For instance, an advertisement in an established newspaper that has a
high readership. The price of print ads may also depend on quality of the paper and the supplement in
which they appear. For example, an advertisement in the glossy (and popular) supplement of a
newspaper costs than one in supplement which uses mediocre quality paper.

Outdoor Advertising – Billboards kiosks9 Trade- shows and Events

It makes use of several tools and techniques to attract the customers outdoors. The most common
examples of outdoor advertising are billboards, kiosks and also events and trade shows organized by the
company. Billboard advertising is very popular however it has to be really terse and catchy in order to grab the
attention of the passersby .Kiosks not only provide an easy outlet for the company‘s products but also make for
an effective advertising tool to promote the company’s products . Organizing special events or sponsoring those
makes for an excellent advertising opportunity and strategy .The company can organized trade fairs or even
exhibitions for advertizing their products .If not this, the company can organize several events that are closely
associated with their field .For instance a company that manufactures sports utilities can sponsor a sports
tournament to advertise its products .

Channel Advertising –Television, Radio and the Internet

Channel Advertising is a very popular advertising medium that constitutes several branches like
television, radio or the internet. Television advertisements have been very popular ever since they were
introduced .The cost of television advertising often depends on the duration of the advertisement ,the time of

25
broadcast (prime time/lull time) , sometimes the show on which it will be broadcast, and of course, the
popularity of the television channel itself. The radio might have lost its charm owing to new age media.
However it remains the choice of small- scale advertisers. Radio jingles have been very a popular advertising
medium and have a large impact on the audience, which is evident in the fact that many people still remember
and enjoy old popular radio jingles.

Covert Advertising- Advertising in movies

Covert Advertising is a unique kind of Advertising in which a product or a particular brand is

incorporated in some entrainment and media channels like movies, television shows or even sports.
There is no commercial advertising as such in the entertainment but the brand or the product is subtly
(or sometimes evidently) showcased in the entertainment show .some of the famous examples for this
sort of advertising have to be the appearance of brand Nokia which is displayed on Tom Cruise‘s
phone in the movie Minority Report.

Surrogate advertising-advertising indirectly

Surrogate advertising is prominently seen in cases where advertising a particular product is banned by low.
Advertisements for products like cigarettes or alcohol which are injurious to health are prohibited by law in
several countries .Hence these companies come up with several other products that have the same brand name
and indirectly remind people of the cigarettes or alcohol of the same brand by advertising the other products.
Common examples include Fosters and Kingfisher beer brands, which are often seen to promote their brand with
the help of surrogate advertising. Eg. Club soda, drinking water..

Public service advertising-Advertising for social Causes

Public service advertising is a technique that make use of advertising as an effective communication
medium to convey socially relevant messages about important matters and social causes like AIDS, energy
conversation, political integrity, deforestation, illiteracy, poverty and so on .David Ogilvy who is considered to
be one of the pioneers of advertising and marketing concepts had reportedly encouraged the use of the
advertising

Field for a social cause: Ogilvy once said, “Advertising justifies its existence when used in the public interest-it
is much too powerful a tool to use solely for commercial purposes.”’ Today, public service advertising had been
increasingly used in anon- commercial fashion in several countries across the world in order to promote various

26
social causes. In the United States, radio and television stations are granted to bidders on the basis of a fixed
amount of public service advertisement aired by channel.

Celebrity Advertising

Although the audience is getting smarter and smarter and smarter and the modern-by
consumer is getting immune to the exaggerated claims made in a majority of advertisements, there
exists a section of advertisers that still bank upon celebrities and their popularity for advertising their
products .using celebrities for advertising involves signing up celebrities for campaigns, which consist
of all sorts of all of advertising including ads or even print advertisements. How effective these ads are,
is something that each consumer himself can determine.

Each of the advertisement type mentioned has its own- types and rates of effectiveness. It is the job for
advertising department to figure out which type of which medium is the best and the most feasible for
the company.

4.6 ADVANTAGES AND DISADVANTAGES OF ADVERTISEMENT

 The advertisement informs the consumer about qualities and price of goods and this makes
purchasing easy for the consumers.
 As the prices are already advertised, the consumers cannot be over charged.
 By regular advertisement, the manufacturer can sell the goods directly to the consumers without
depending on middlemen this eliminates the Middleman’s charges and profit. It means higher
profit to the manufacturer and lower prices to the consumers.
 It helps in improvement of the quality of the goods.
 The consumers are attracted by the quality of the products that are advertised. If the consumers
are convinced that the quality is the same that is advertised, they continue buying.
 It –provides knowledge about the new designs of the commodities to consumers and thus
consumers consume those commodities and increase their living standard.
 Too much advertisement gives the impression that the product is not moving.

27
 4.7 DEFINITION OF TERMS

Advertisement

The non –personal communication of information usually paid for & usually persuasive in
nature, about products (goods & services) or ideas by identified sponsor through various media.

Any paid from of non-personal communication about an organization, product, service, or idea
from an identified sponsor.

Information

Data that has been verified to be accurate and timely, is specific and organized for a purpose, is
presented within a context that gives it meaning and relevance, and that can lead to an increase in
understanding and decrease in uncertainty.

The value of information lies soley in its ability to affect a behavior, decision, or outcome. A
piece of information is considered valueless if, after receiving it, things remain unchanged. For a
technical definition of information see information theory.

Media

In general, “media” refers to various means of communication. For example; television, radio,
and the newspaper are different types of media. The term can also be used as a collective noun for the
press or news reporting agencies. In the computer world, “media” is also used as a collective noun, but
refers to different types of data storage option.

Motivation

Motivation is defined as the process that initiates, guides and maintains goal-oriented behaviors.
Motivation is what causes us to act, whether it is getting a glass of wafer to reduce thirst or reading ma
book to gain knowledge.

It involves the biological, emotional, social and cognitive forces that activate behavior. In
everyday usage, the tern motivation is frequently used to describe why a person does something.

Celebrity Advertising

28
 Celebrity advertising is the use of a public figure’s by paid form likeness for the purpose of
selling a product or service. Celebrity advertising can be accomplished through celebrity endorsements,
whereby the celebrity consents for his or her likeness to be used in advertisements for a certain brand.

Attraction

An invisible power in a body by which it draws anything to itself, the power in nature acting
mutually between bodies or ultimate particles, tending to draw them together, or to produce their
cohesion or combination, and conversely resisting separation.

Brand Image

Brand Image is the current view of the customers about a brand. It can be defined as a unique
bundle of association s within the minds of target customers It signifies what the brand presently stands
for. It is asset of beliefs held about a specific brand. In short, it is nothing but the customers’ perception
about the product.

Creativity

Creativity refers to the phenomenon whereby a person creates something new (a product, solution,
literary work, joke, etc.) that has some kind of value. What counts as “new” may be in reference to
the individual creator, or to the society or domain within which the novelty occurs. What counts as
“valuable” is similarly defined in a variety of ways.

Ethics

The basic concepts are fundamental principles of right human conduct. It includes study of
universal values such as the essential equality of all men and women, human or natural rights,
Obedience to the law of land, concern for health and safety, humility, respect for others, transparency
and also for the natural environment.

Uniqueness

Being the only one of its kind, without an equal or equivalent; unparalleled.

29
 CHAPTER: V

RESEARCH METHODOLOGY

30
 5 RESEARCH METHODOLOGY

RESEARCH

Research is a systematic and scientific search for pertinent information on a specific topic. It
can be termed as an art of scientific investigation too. It includes testing, verification, definition,
Classification, Organization and orientation which include prediction and application.

The advanced learners dictionary of current English and defines research as “a careful investigation of
inquiry especially through search for new facts in any branch of knowledge.”Research, according to the
perception of Redmen and Mary is a “systematized effort to gain new knowledge.” In short research is a
hunt for knowledge with the additional effort of exploring into unexplored.

RESEARCH DESIGN

Research design is the plan of action, and the structure of the overall procedure by which we
intend to gain more knowledge of a specific problem or a specific aspect of the subject.

It is an arrangement of conditions for collection and analysis of data in a manner that aims to
combine relevance to the research purpose with economy in procedure. Research design is the
conceptual structure with which research is conducted.

The researcher has made use of DESCRIPTIVE RESEARCH for this study. Descriptive research
studies are those studies which are concerned with describing the characteristics of a particular
individual or group. Descriptive study includes concerned with specific predictions, with narration of
facts and characteristics concerning individual, group or situation etc

31
 5.1 NATURE OF DATA

PRIMARY DATA: STRUCTURED QUESTIONNAIRE

SECONDARY DATA: COMPANY PROFILE, BOOKS, JOURNALS, WEBSITES, NEWS PAPERS

ETC...

5.2 METHOD OF DATA COLLECTION

The researcher used a structured questionnaire for data collection. The questionnaire
comprised of questions related to various aspects of Effectiveness of advertisement at K.K.R Group of
Industries.

5.3 AREA OF STUDY

Area of study is confined to OKKAL

5.4 PERIOD OF STUDY

The research was conducted for a period of 60 days starting from 15th December 2014.

5.5 SAMPLING DESIGN

A sample design is a definite plan before obtaining a sample from a given population. It refers to the
technique or procedure the researcher adopt in selecting items for the sample. In the study simple
random sampling has been adopted by the researcher to select samples in consideration with personal
judgment. Sample size thus consists of 100.

5.6 TOOLS FOR ANALYSIS

Statistical tools were used like percentage analysis in order to analys the data.

32
 CHAPTER: vI
ANALYSIS AND INTERPRETATION

33
 1. Do you purchase branded curry masala?

Table: 1

SI .NO. Opinion No. of respondents % of respondents

1 Yes 65 65%
2 No 35 35%
TOTAL 100

Interpretation: The table shows that 65% of the respondents purchasing branded curry masala and 35%
respondents are not purchasing branded curry masal

Graph: 1

70

60

50

40
65
30

20 35

10

0
Yes No

34
2. Why do you Purchase Nirapra Curry masala?

Table: 2

SI .NO. Opinion No. of respondents % of respondents

1 Quality 22 22%
2 Easy availability 28 28%
3 Advertisement 30 30%
4 Low price 10 10%
5 Others 10 10%
TOTAL 100

Interpretation: The table shows that 22% of the respondents purchase Nirapara curry masala because
of the quality 28% purchase on the basis of easy availability 30% chooses on the basis of advertisement
10% on the basis of price and 10% basis of other reasons.

Graph: 2

30

25

20
28 30
15
22
10
10 10
5

0
Quality Easy availability Advertisement Low price others

35
3. Have you ever seen the advertisement of Nirapara curry masala?

Table: 3

SI .NO. Opinion No. of respondents % of respondents

1 Yes 82 82%
2 No 18 18%
TOTAL 100

Interpretation: The table shows that 82% respondents have seen the advertisement of Nirapara curry
masala and 18% have not seen the advertisement.

Graph: 3

90

80

70

60

50
82
40

30

20

10 18

0
Yes No

36
4. Through which media you have seen Nirapara Advertisement?

Table: 4

SI .NO. Opinion No. of respondents % of respondents

1 TV 45 45%
2 Radio 10 10%
3 News Paper 30 30%
4 Magazines 10 10%
5 Bill boards 5 5%
6 Others 5 5%
TOTAL 100

Interpretation: The table shows that 45% of respondents have seen the advertisement through TV,
30% respondents through newspaper, 10% through magazine, 5% through bill boards and 10%
respondent have seen it through other media.

Graph: 4

45
40
35
30
25
45
20
15 30

10
5 10 10
5 5
0
TV Radio Newspapers Magazines Bil board others

37
5. Can you rank the medium Used for Nirapara advertisement based on the effectiveness?

Table: 5

SI .NO. Opinion No. of respondents % of respondents

1 TV 63 63%
2 Radio 0 0%
3 Newspaper 28 28%
4 Magazines 7 7%
5 Bill boards 0 0%
6 Others 2 2%
TOTAL 100

Interpretation: The table shows that 63% of respondents choose TV as the most effective
advertisement medium 28% choose news paper 7% choose magazines 2% choose other medium.

Graph: 5

70

60

50

40

63
30

20
28
10
7
0 0 2
0
TV Radio Newspapers magazines Bill board Others

38
6. Do you like to read /watch Nirapara advertisement?

Table: 6

SI .NO. Opinion No. of respondents % of respondents

1 Strongly disagree 5 5%
2 Disagree 8 8%
3 Neutral 10 10%
4 Agree 45 45%
5 Strongly agree 32 32%
TOTAL 100

Interpretation: The above table shows that 45% of the respondents agree to the fact that they like to
read/ watch Nirapara advertisement 32% strongly agrees to their fact and 8% of the respondents
disagree to their fact.

Graph: 6

45%
40%
35%
30%
25% 45%
20%
32%
15%
10%
8% 10%
5% 5%
0%
Strongly Disagree Neutral Agree Strongly agree

39
7. Do you agree that you always find time to read/ watch Nirapara curry masala advertisement?

Table: 7

SI .NO. Opinion No. of respondents % of respondents

1 Strongly disagree 10 10%
2 Disagree 22 22%
3 Neutral 14 14%
4 Agree 38 38%
5 Strongly agree 16 16%
TOTAL 100

Interpretation: The above table shows that38% of the respondents agree to the fact that they find
time to read/ watch Nirapara curry masala advertisement 16% strongly agrees to this fact and 22% of
it respondents disagree to this fact.

Graph: 7

40%

35%

30%

25%

20% 38%

15%
22%
10% 16%
14%
10%
5%

0%
stongly Disagree Neutral Agree Stongly agree
disagree

40
 8. Do you agree that Advertisement presentation of Nirapara curry masala always attracts you?

Table: 8

SI .NO. Opinion No. of respondents % of respondents

1 Strongly disagree 10 10%
2 Disagree 15 15%
3 Neutral 5 5%
4 Agree 25 25%
5 Strongly agree 45 45%
TOTAL 100

Interpretation: The above table shows that 45% of the respondents strongly agree to the fact that
advertisement presentation of Nirapara curry masala attracts them. 25% agree to this fact and 10%
strongly disagree to this fact.

Graph: 8

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
stronly Disagree Neutral Agree Strongly agree
disagree

41
9. Do you agree that the visuals and songs used in the Nirapara curry masala advertisements are close
to your heart?

Table: 9

SI .NO. Opinion No. of respondents % of respondents

1 Strongly disagree 5 5%
2 Disagree 8 8%
3 Neutral 6 6%
4 Agree 45 45%
5 Strongly agree 36 36%
TOTAL 100

Interpretation: 45% of the respondents agree that the visuals and songs used in the Nirapara curry
masala advertisement close to their heart, 36% strongly agrees to this fact and more than 8% disagree
to this fact

Graph: 9

45%

40%

35%

30%

25% 45%
20% 36%
15%

10%

5% 8% 6%
5%
0%
strongly Disagree Neutral Agree Strongly agree
disagree

42
 10. Do you agree that Nirapara curry masala advertisement refreshes the mind of the customers?

Table: 10

SI .NO. Opinion No. of respondents % of respondents

1 Strongly disagree 3 3%
2 Disagree 8 8%
3 Neutral 9 9%
4 Agree 40 40%
5 Strongly agree 40 40%
TOTAL 100

Interpretation: The above table shows that 40% of respondents agree to the Nirapara advertisement
refreshes their mind and40% respondent strongly agrees to this fact more that 8% disagree to this
fact.

Graph: 10

40%

35%

30%

25%

20%

15%

10%

5%

0%
strongly Disagree Neutral Agree Strongly sagree
disagree

43
11. Can you differentiate Nirapara curry masala advertisement from other advertisement?

Table: 11

SI .NO. Opinion No. of respondents % of respondents

1 Strongly disagree 3 3%
2 Disagree 11 11%
3 Neutral 7 7%
4 Agree 43 43%
5 Strongly agree 36 36%
TOTAL 100

Interpretation: The above table shows that 36% of the respondents strongly agree that Nirapara
curry masala advertisements are differentiable from other advertisement 43% agree to this fact and
more that 11% disagree to this fact.

Graph: 11

45%

40%

35%

30%

25%
43%
20% 36%
15%

10%
11%
5% 7%
3%
0%
strongly Disagreee Neutral Agree Strongaly agree
disagree

44
12. Do you agree that Nirapara curry masala advertisements are simple and easy to understand?

Table: 12

SI .NO. Opinion No. of respondents % of respondents

1 Strongly disagree 0 0%
2 Disagree 2 2%
3 Neutral 7 7%
4 Agree 41 41%
5 Strongly agree 50 50%
TOTAL 100

Interpretation: The above table shows that 50% of the respondents strongly agree that Nirapara
curry masala advertisement are simple and easy to understand, 41% agrees to this fact and 2%
disagree to this fact.

Graph: 12

50%
45%
40%
35%
30%
50%
25%
41%
20%
15%
10%
5% 7%
0% 2%
0%
strongly Disagree Neutral Agree strongly agree
disagree

45
13. Do you agree that the advertisements are real and you can understand the product being advertised?

Table: 13

SI .NO. Opinion No. of respondents % of respondents

1 Strongly disagree 4 4%
2 Disagree 12 12%
3 Neutral 4 4%
4 Agree 54 54%
5 Strongly agree 26 26%
TOTAL 100

Interpretation: The above table shows that 54% of the respondent agrees that the advertisement are
original and they can understand the product being advertised 26% strongly agrees to this fact 12% of
the respondents disagree to this fact.

Graph: 13

60%

50%

40%

30% 54%

20%
26%
10%
12%
4% 4%
0%
strongly Disagree Neutral Agree strongly agree
disagree

46
14. Do you agree that various aspects like flavors used and specialties can be identified from their
advertisements?

Table: 14

SI .NO. Opinion No. of respondents % of respondents

1 Strongly disagree 6 6%
2 Disagree 12 12%
3 Neutral 10 10%
4 Agree 49 49%
5 Strongly agree 23 23%
TOTAL 100

Interpretation: The above table shows that 49% of the respondent agrees that various aspect like
flavor used and specialties can be identified from their advertisements, 23% strongly agrees to this
fact and more than 12% disagree to this fact.

Graph: 14

50%
45%
40%
35%
30%
25% 49%

20%
15%
23%
10%
12% 10%
5% 6%
0%
strongly Disagree Neutral Agree Strongly agree
disagree

47
 15. Do you agree that you can always recollect the theme of the Nirapara curry masala
advertisement?

Table: 15

SI .NO. Opinion No. of respondents % of respondents

1 Strongly disagree 0 0%
2 Disagree 2 2%
3 Neutral 5 5%
4 Agree 68 68%
5 Strongly agree 25 25%
TOTAL 100

Interpretation: The table shows that 68% of the respondents agree to this fact that they can
recollect the theme of the Nirapara curry masala advertisement 25% strongly agree to this fact, and
2% disagree to this fact.

Graph: 15

70%

60%

50%

40%
68%
30%

20%
25%
10%
2% 5%
0%
0%
strongly Disagree Neutral Agree Strongly agree
disagree

48
16. Do you agree that you started buying Nirapara products after seeing the Nirapara advertisements?

Table: 16

SI .NO. Opinion No. of respondents % of respondents

1 Strongly disagree 4 4%
2 Disagree 8 8%
3 Neutral 10 10%
4 Agree 60 60%
5 Strongly agree 18 18%
TOTAL 100

Interpretation: The table shows that 60% of respondents agree that they started buying Nirapara
products after seeing the Nirapara advertisements, 18% strongly agree to this fact, and more than
8% disagree to this fact.

Graph: 16

70%

60%

50%

40%

60%
30%

20%

10% 18%
8% 10%
4%
0%
strongly Disagree Neutral Agree strongly agree
disagree

49
17. Do you agree that you can easily differentiate nirapara curry masala from competitor’s product?

Table: 17

SI .NO. Opinion No. of respondents % of respondents

1 Strongly disagree 6 6%
2 Disagree 8 8%
3 Neutral 5 5%
4 Agree 61 61%
5 Strongly agree 20 20%
TOTAL 100

Interpretation: The table shows that 61% of respondents agree that they can easily differentiate
nirapara curry masala from competitor’s product 18% strongly agree to this fact, and more than 8%
disagree to this fact.

Graph: 17

70%

60%

50%

40%

30%

20%

10%

0%
strongly Disagree Neutral agree strongaly agree
disagree

50
18. Do you agree that you came to know the different product under Nirapara group of company
through advertisement?

Table: 18

SI .NO. Opinion No. of respondents % of respondents

1 Strongly disagree 2 2%
2 Disagree 4 4%
3 Neutral 9 9%
4 Agree 66 66%
5 Strongly agree 19 19%
TOTAL 100

Interpretation: The table shows that 66% of respondents say that they came to know the different
product under Nirapara group of company through advertisement, 19% strongly agree to this fact
and more than 4% disagree to this fact.

Graph: 18

70%

60%

50%

40%

30%

20%

10%

0%
strongly Disagree Neutral Agree strongly agree
disagree

51
19. Do you agree that their advertisement is enough to promote the product brand and the company?

Table: 19

SI .NO. Opinion No. of respondents % of respondents

1 Strongly disagree 8 8%
2 Disagree 18 18%
3 Neutral 5 5%
4 Agree 60 60%
5 Strongly agree 9 9%
TOTAL 100

Interpretation: The above table shows that 60% of the respondents agree that their advertisement is
enough to promote the product brand and the company, 9% strongly agree to this fact and more than
18% disagree to this fact.

Graph: 19

70%

60%

50%

40%

60%
30%

20%

10% 18%
8% 9%
5%
0%
Strongly Disagree Neutral Agree Strongly agree
disagree

52
20. Rank the following brands according to your choice?

Table: 20

SI .NO. Opinion No. of respondents % of respondents

1 Nirapara 42 42%
2 Melam 12 12%
3 Priyam 8 8%
4 Brahmins 6 6%
5 Saras 8 8%
6 Eastern 20 20%
7 Other 4 4%
TOTAL 100

Interpretation: The above table shows that 42% of the respondents are using Nirapara products.
12% of the respondents are using melam products, 8% of the respondents are using priyam products,
6% of the respondents are using Brahmins products 8% of the respondents are using Saras products,
20% of the respondents are using Eastern product and 4% of the respondents are using other
products.

Graph: 20

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
Nirapara Melam Priyam Brahmins Saras Eastern Others

53
CHAPTER VII

FINDINGS

54
 FINDINGS

 Majority of the respondents state that they purchase Nirapara curry Masala due to its easily
availability and advertisement.
 63% 0f the respondents state that Television is the most effective media for Nirapara
advertisement.
 80% of respondents say that Nirapara Curry masala advertisement refreshes the mind of the
consumers.
 79% of respondents say that they can differentiate Nirapara advertisement for curry Masala
from other advertisements.
 91% of the respondents say that Nirapara Curry masala advertisements are simple and easy to
understand.
 80% of respondents say that the advertisements are original and they can understand the
product being advertised.
 93% of the respondents say that they can always recollect the theme of the Nirapara curry
masala advertisement
 78% of respondents state that they started buying Nirapara product after seeing the Nirapara
advertisements
 81% of the respondents state that they can easily differentiate Nirapara curry masala from
competitors’ product.

55
CHAPTER VIII

SUGGESTIONS

56
 SUGGESTIONS

 The advertisement through television media can be improved by sponsoring prime time
programmes, Reality shows, events, stage shows so that people can easily recollect the name
Nirapara when they are purchasing curry masala
 Through majority of the respondents purchase branded curry masala, there are large numbers of
people who still make them at home. K.K.R. Group of company can make the consumers aware
that their products quality is almost the same as that is made at home.
 Majority of the respondents know about the Nirapara brand and still there are some who don’t
purchase Nirapara curry masala. There may be various reasons for that the company should
identify these reasons through a Market Research and can make them aware through
advertisement and switch over.
 Nirapara curry masala advertisement can be included during peak times in TV and Radio.
Though they have advertisement in radio many people are unaware about it. Advertisement can
be given in other Medias such as social network sites and other sites which are viewed by people
and make more and more people aware about Nirapara products and its quality.

57
CHAPTER: IX

CONCLUSION

58
 CONCLUSION

As per the response from the customers, advertisement is one of the main factors for purchasing
Nirapara curry masala.From the study we found out that the advertisement of Nirapara curry masala are
authentic and motivating for the customers and the advertisement are able to create brand awareness in
the mind of customers credibility. As per the study more effective medium for the advertisement of
Nirapara curry masala is Television and Majority of the customers is able to retain the advertisement.

59
BIBLIOGRAPHY

60
 BIBLIOGRAPHY

 Rajeev Batra, John G. Myers, David A.Aaker (1996) : Advertising Management, Ashoke K
Ghosh, Newdelhi
 Rajan Saxena, “Marketing Management” Tata Mcgravv Hill, Second Edition 2002

 www.nirapara.in

61
 APPENDIX

QUESTIONNAIRE

62
1. Name :
2. Gender : Male Female
3. Age : 25-40 40-55 Above 55
4. Qualification : Below matriculation Matriculation

Predegree (plus two) Degree

Post-graduation above PG

5. Profession : Business Govt.employee

Home maker/ agriculture others

6. Do you purchase branded curry masala?

Yes No

7. Why do you purchase Nirapara curry masala?

Quality Easy availability

Advertisement Low price

Others

8. Have you ever seen advertisement of Nirapara curry masala?

Yes No

9. Through which media you have seen Nirapara advertisement?

T.V Radio Billboards

News paper Magazines Others

10. Can you rank the medium used for Nirapara advertisement based on their effectiveness?

T.V Radio

Newspaper Magazines

Billboards Others

63
11. Do you like to watch/read Nirapara advertisement?

Strongly Disagree Disagree

Neutral Agree

Strongly agree

12. I always find time to watch/read Nirapara curry masala advertisement?

Strongly disagree Disagree

Neutral Agree

Strongly agree

13. Adertisement presentation of Nirapara curry masala always attracts me?

Strongly disagree Disagree

Neutral Agree

Strongly agree

14. The Visual songs used in the Nirapara curry masala advertisement are close to my heart?

Strongly disagree Disagree

Neutral Agree

Strongly agree

15. Nirapara curry masala advertisement refreshes the mind of the customer?

Strongly disagree Disagree

Neutral Agree

Strongly agree

16. I can differentiate Nirapara advertisement for curry masala from other advertisement?

Strongly disagree Disagree

Neutral Agree

Strongly agree

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17. Nirapara curry masala advertisements are simple and easy to understand

Strongly disagree Disagree

Neutral Neutral

Strongly agree

18. The Ads are original and I can understand the product being advertised

Strongly disagree Disagree

Neutral Agree

Strongly agree

19. Various aspects like flavors used and specialties can be identified from their advertisement

Strongly disagree Disgree

Neutral Agree

Strongly agree

20. I can always recollect the theme of the Nirapara curry masala advertisement

Strongly disagree Disgree

Neutral Agree

Strongly agree

21. I started buying Nirapara products after seeing the Nirapara advertisement.

Strongly disagree Disagree

Neutral Agree

Strongly agree

22. I can easily differentiate Nirapara curry masala from competitor’s product.

Strongly disagree Disagree

Neutral Agree

Strongly agree

23. I came to know the defferent product under Nirapara group of companies through advertisement.

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 Strongly disagree Disagree

Neutral Agree

Strongly agree

24. I think the advertisement is enough to promote the product brand and the company.

Strongly disagree Disagree

Neutral Agree

Strongly agree

25. Rank the following brands according to your choice.

Niapara Melam

Priyam Brahmins

Saras Eastern

Others

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