DISSERTATION REPORT

ON
“IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMER
BUYING BEHAVIOUR.”

SUBMITTED TO
SAVITRIBAI PHULE PUNE
UNIVERSITY

BY
ANKUSH WAMAN JADHAV
MBA-II (2017 -2019)

UNDER THE GUIDANCE OF

DR. RIPAL MADANI

THROUGH

DR. D.Y. PATIL UNITECH SOCIETY’S

DR. D. Y. PATIL INSTITUTE OF MANAGEMENT & RESEARCH,
PIMPRI
PUNE 411018

1
 UNDERTAKING

I, the undersigned, hereby declare that this project titled “The impact of television on consumer
buying behavior.” which has submitted by me Savitribai Phule Pune University, in fulfillment
of requirement for the award of degree of Master of Business Administration under the
guidance of Dr. Nitu Saxena, is an original work of the undersigned and has not been
reproduced from any other source. Project is based on actual work carried out by me as per the
norms. I have collected the necessary data and information from the concerned relevant and
genuine sources. I have validated all the data and carried out further analysis, interpretation
and other processes needed to obtain results. I have cited the necessary sources and references
in the project.

Date: Signature:
Place: Pune ANKUSH WAMAN JADHAV

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 ACKNOWLEDGEMENT

I am glad to acknowledge the numerous personalities involved in leading their help to make
my dissertation a successful one.
I would like to express my sincere gratitude to my internal guide Dr. Ripal Madani who took
a lot of personal interest in supervising this dissertation report and guiding me. She has been a
great source of inspiration in the task of completion of this project. Her profound advice, timely
guidance has been of immense value to me.
This project would not be completed without extending thanks to my Parents, friends who
helped me during this phase of learning and for extending their support to me during this period
of time.

ANKUSH WAMAN JADHAV

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Executive summary

Advertising is simply a creative form of communication; a friendly conversation requiring a

response, even with emotion from time to time which engage the consumer in the message. It
is a message, generally influential in nature, but not intended to be forceful or immediate.
Advertising is considered a positive institution, creating awareness about products and
services. While at the same time it is considered a key practice in encouraging consumers to
spend money on goods, they otherwise would not purchase, if they had not heard the
persistent message conveyed in the advertisement. Advertising plays a prominent role in
selling goods and services. Consumers sit in front of the television in the hope of catching
some of their favourite spots. Television is often called "king" of the advertising media, since
a majority of people spend more hours watching TV per day in comparison to any other
medium. Television uses the combination of sight, color, sound and motion to create an
effect. TV has proved its credible power in influencing human behavior repeatedly. The
Television Advertisement is a form of advertising in which goods, services, organizations,
ideas, etc. are promoted via the medium of television. Advertising on television can give a
product or service instant reliability and reputation.
Introduction

The impact of television is vital because of its enormous potential as an audio-visual

communicator. Television (T.V.) enables the creative man to communicate by combining
motion, sounds, words, color, personality and stage setting to express and demonstrate ideas to
large and widely distributed audience. T.V. advertisements usually play a role in either
introducing a product reinforcing the familiarity to the product and also convincing to purchase
the product. Advertisements are among the most visible of the marketing strategy and have
been the subject of a great deal of attention in the last ten to fifteen years. Advertisement cannot
only change emotions but give subliminal message. Advertising today seems to be everywhere
and ever present exerting a far reaching influence on the daily lives of people. Advertisements
develop self-concepts in order to induce purchase decisions. Television advertising employs
attention grabbing trick such as catchy and pleasing music, lyrics, Jingles, humor and repeated
messages. The impact of the advertisements is more on television than the print media or radio.
Rana (1995) undertook a study on T.V. advertisements and expressed that among the media,
the impact of television advertisement on social behavior, including purchasing behavior was
the greatest. The reason being that television has charm, instantaneous transmission capability
and universality of appeal. Dhillon et al. (1997) investigated the factors affecting consumer
behavior of durable goods and food items. Sample comprised of 100 youth The sources of
information, the rural respondents gave primary importance were, advertisements through

4
radio, followed by posters to some extent but were least affected by magazines. Urban
respondents were affected the maximum by television and magazines. Mahajan and Singh
(1997) studied the impact of media on lifestyle of a youth in the age group of 12-18 years of
age and found that media especially television and satellite channels certainly affected the
lifestyle of individuals. They tend to buy the product advertised by media, irrespective of its
cost. The way of presentation mattered in case of food items whereas in case of clothing,
designer label mattered. The study was conducted in Pimpri, Pune.
Television advertising can have a powerful influence on youth, food preferences,
consumption and behavior. ‘Advertising seen is measured by looking at ‘impacts.’ Impacts
provide a measure of advertising exposure. One impact is equivalent to one member of the
target audience viewing one commercial spot. Around one in five of all of the T.V.
advertisement seen by youth is for a core category product. Having realized the stupendous
effect T.V. advertising has not only on the purchasing pattern but also on the total lifestyle of
youth a need was felt to study the impact of T.V. advertisements on the buying pattern of the
youth provide more information at the information stage. It might still be a different source
influencing at the application stage when the purchase is made. The results of the study
revealed that the youth viewed T.V advertisements with interest and found them entertaining
and informative. The main reasons for liking an advertisement was the information it
provided regarding the discount, special gifts attached, brands and quality of the product. The
non-informative factors like celebrities, Catchy slogans, visual effects funny advertisements,
good music and action were also the reasons for liking an advertisement, in order of priority.

5
 INTRODUCTION
The impact of television is vital because of its enormous potential as an audio-visual
communicator. Television (T.V.) enables the creative man to communicate by combining
motion, sounds, words, color, personality and stage setting to express and demonstrate ideas to
large and widely distributed audience. T.V. advertisements usually play a role in either
introducing a product reinforcing the familiarity to the product and also convincing to purchase
the product. Advertisements are among the most visible of the marketing strategy and have
been the subject of a great deal of attention in the last ten to fifteen years. Advertisement cannot
only change emotions but give subliminal message. Advertising today seems to be everywhere
and ever present exerting a far reaching influence on the daily lives of people. Advertisements
develop self-concepts in order to induce purchase decisions. Television advertising employs
attention grabbing trick such as catchy and pleasing music, lyrics, Jingles, humor and repeated
messages. The impact of the advertisements is more on television than the print media or radio.
Rana (1995) undertook a study on T.V. advertisements and expressed that among the media,
the impact of television advertisement on social behavior, including purchasing behavior was
the greatest. The reason being that television has charm, instantaneous transmission capability
and universality of appeal. Dhillon et al. (1997) investigated the factors affecting consumer
behavior of durable goods and food items. Sample comprised of 100 youth The sources of
information, the rural respondents gave primary importance were, advertisements through
radio, followed by posters to some extent but were least affected by magazines. Urban
respondents were affected the maximum by television and magazines. Mahajan and Singh
(1997) studied the impact of media on lifestyle of a youth in the age group of 12-18 years of
age and found that media especially television and satellite channels certainly affected the
lifestyle of individuals. They tend to buy the product advertised by media, irrespective of its
cost. The way of presentation mattered in case of food items whereas in case of clothing,
designer label mattered. The study was conducted in Pimpri, Pune.
Television advertising can have a powerful influence on youth, food preferences,
consumption and behavior. ‘Advertising seen is measured by looking at ‘impacts.’ Impacts
provide a measure of advertising exposure. One impact is equivalent to one member of the
target audience viewing one commercial spot. Around one in five of all of the T.V.
advertisement seen by youth is for a core category product. Having realized the stupendous
effect T.V. advertising has not only on the purchasing pattern but also on the total lifestyle of
youth a need was felt to study the impact of T.V. advertisements on the buying pattern of the

6
youth provide more information at the information stage. It might still be a different source
influencing at the application stage when the purchase is made. The results of the study
revealed that the youth viewed T.V advertisements with interest and found them entertaining
and informative. The main reasons for liking an advertisement was the information it
provided regarding the discount, special gifts attached, brands and quality of the product. The
non-informative factors like celebrities, Catchy slogans, visual effects funny advertisements,
good music and action were also the reasons for liking an advertisement, in order of priority.

7
 OBJECTIVES OF THE STUDY

• To study the Perception of youth regarding the role of T.V advertisement on their
buying behaviour.

• To identify the overall impact of T.V advertisement on youth.

• To study there is significant difference of t.v ads on patricular age groups

• To examine that whether it is successful by their fancy and glamorous TV

advertisement in attracting the attention of customers of both genders and both
residences i.e. rural and urban or not?

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 Scope of the study

The study examined the impact of product advertising on consumer buying behaviours.
The scope of this study would delimit all consumers in Enugu metropolis. The
consumers are located at five popular existing markets in the metropolis (which are
Ogbete market, twenty super markets including Shoprite and ten high traffic points
across the metropolis. Therefore, the population of the study cut across the markets in
Enugu State and environs. The study adopted a survey research design through the
administration of structured questionnaire raised on a five point likert scale to the
sampled respondents for the study.

Similar types of studies have been conducted to determine the impact of TV

advertisement on buying pattern of consumers in different countries but there is no
research regarding this problem in our country. The study relates to the buying pattern of
women in Pimpri, Pune City for convenience products such as food, clothing, cosmetics,
gift cards, stationary, toiletries and so on.

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 REVIEW OF LITERATURE

Vivica Kraak, David L. Pelletier (1998). Striving to achieve optimal nutritional well-being
among children is a high priority, given our knowledge relating nutrition to disease risks and
the importance of early childhood experiences in forming lifetime behavioral patterns. The
eating patterns of children and teenagers have changed significantly over the past two
decades. Children and teenage youth are eating more frequently, getting a greater proportion
of their nutrient intake from snacks, eating more meals away from home, and consuming
more fast food (4,16). Nationwide surveys show that food consumption patterns of most
American children do not meet the Dietary Guidelines. The average diet of American
children exceeds the recommendations for rat, saturated fat, and sodium, and childhood
obesity is a growing problem across all income strata (16). Thus, it appears unlikely that the
goals for children's diets for fat and saturated fat set forth in the Healthy People Objectives
2000 will be reached by the year 2000.

Larry K. Brown, M.D., Kevin J. Lourie, Ph.D., Caron Zlotnick, Ph.D., and Jennifer Cohn,
B.S. (2000). This study compared the HIV-risk-related behaviors and attitudes of adolescents
with and without a history of sexual abuse who were in intensive psychiatric treatment.
Adolescent patients (N=208) completed measures of psychological functioning and HIV-
related knowledge, attitudes, and behaviors. Among sexually active adolescents in psychiatric
treatment (N=116), those with a history of abuse reported significantly less condom self-
efficacy (emotional ability to use condoms), less knowledge of HIV, less impulse control, less
frequent use and purchase of condoms, and significantly higher rates of sexually transmitted
diseases than their peers. Multiple logistic regression indicated that a history of sexual abuse
was strongly associated with inconsistent condom use. Sexual abuse was associated with
HIV-risk-related attitudes and behaviors among adolescents in psychiatric treatment.
Clinicians should thus view a history of sexual abuse as a marker for sexual behavior that
puts adolescents at risk for HIV.

Sherry Emrey and Melanie A. Wakefield (2000). Recent state budget crises have
dramatically reduced funding for state-sponsored antitobacco media campaigns. If campaigns
are associated with reduced smoking, such cuts could result in long-term increases in state
health care costs. Commercial ratings data on mean audience exposure to antitobacco

10
advertising that appeared on network and cable television across the largest 75 media markets
in the United States for 1999 through 2000 were combined with nationally representative
survey data from school-based samples of youth in the contiguous 48 states. Multivariate
regression models were used to analyze associations between mean exposure to state
antitobacco advertising and youth smoking-related beliefs and behaviors, controlling for
individual and environmental factors usually associated with youth smoking and other
televised tobacco-related advertising.

Mary Story and SIMONE FRENCH (2004). In recent years, the food and beverage industry
in the US has viewed children and adolescents as a major market force. As a result, children
and adolescents are now the target of intense and specialized food marketing and advertising
efforts. Food marketers are interested in youth as consumers because of their spending power,
their purchasing influence, and as future adult consumers. Multiple techniques and channels
are used to reach youth, beginning when they are toddlers, to foster brand-building and
influence food product purchase behavior. These food marketing channels include television
advertising, in-school marketing, product placements, kids clubs, the Internet, toys and
products with brand logos, and youth-targeted promotions, such as cross-selling and tie-ins.
Foods marketed to children are predominantly high in sugar and fat, and as such are
inconsistent with national dietary recommendations. The purpose of this article is to examine
the food advertising and marketing channels used to target children and adolescents in the
US, the impact of food advertising on eating behavior, and current regulation and policies.

Janine Paynter and Richard Edwards (2009). Tobacco promotion increases the likelihood that
adolescents will start smoking. Much of the tobacco industry's promotional budget is spent on
point of sale (PoS) promotion in many jurisdictions. Consequently, tobacco is an eye-
catching feature at the PoS in many places.
We reviewed the evidence that PoS tobacco promotion influences key smoking-related
behaviors and beliefs, increases susceptibility to smoking in youth, undermines smokers’ quit
attempts, and promotes relapse among ex-smokers.
In Jerome D. Scott's (1943) opinion the effects on advertising outlays upon profit and
liquidity are important considerations in setting outer limits for advertising. He also describes

11
that normally a time lag occurs between advertising outlay and sale results. In his opinion the
firm's resources set a real limit on advertising outlay. Analyzing the maximum extent up to
which a firm can spend on advertising,
Joel Dean (1951), observes that the advertising expenditures for each product should be
pushed to the point where the additional outlay equals the profit from the added sales caused
by the outlay.
Martin Mayer (1958) puts forward three basic concepts with regard to a good advertisement.
In his opinion an advertisement must basically be a believable one. Simple techniques, such
as the use of pictures or diagrams also increase the believability of the advertisement.
Repetition is another key concept in the case of advertising

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 Theoretical framework

Research Hypothesis

There are five hypothesis regarding this study.

H1 : There is an influence between credibility, interactivity, entertainment, in-formativeness and

consumer buying behaviour.

H2 : There is an influence between credibility and consumer buying behaviour.

H3 : There is an influence between interactivity and consumer buying behaviour.

H4 : There is an influence between entertainment and consumer buying behaviour.

H5 : There is an influence between in-formativeness and consumer buying behaviour.

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Emotional Response One of the effective tools of integrated marketing communication that
emotionally motivate consumers to buy products is advertising (Moore, 2004). The essence of
advertising is to create brand awareness, Preference and selection of products or services.
Attitudes towards the advert is the most influencing theory in marketing and advertising
research. The attitudes that is formed towards advert help in influencing consumer’s attitudes
toward brand until the purchasing intention (Goldsmith & Lafferty, 2002). Since the goal of
advertising is to form positive attitude towards advertising and the brand, then a positive
emotional response to an advert may be the best indicator of effective advertising (Goldsmith
& Lafferty, 2002). That is the reason why the basic aim of advertising is to encourage people
to buy product and create awareness (Bymolt, Claasen, & Brus, 1998). The consumer ability
to recall the brand advert is another component of effective advertisement that creates
emotional response (Goldsmith & Lafferty, 2002). The extent to which consumer make
products related decisions depend on the relative importance of brand recall, which can lead to
the brand awareness. (Goldsmith & Lafferly, 2002) Brand awareness help in ensuring recall
advert, which has the competitive advantage over those brands that are not easily recalled.
Positive attitudes towards advert have more ability to recall adverts than negative attitude
towards brand (Goldsmith & Lafferty, 2002). Cue has been found suitable in different buying
situation for recalling the brand advert and greater chance of brand to be retrieved of any buyer,
when different attributes are attached to brand, which creates brand association (Romanuik &
Sharp, 2004). The most effective tool in advertising is emotional advertising because it enable
consumers give emotional response to product (Brassington & Petitt, 2001). Environmental
Response Environmental response provides certain types of experience for consumers, which
are used for promotion and selling products and services (Adelaar et al, 2003). Business offer
consumers specific types of media experiences, which are used for setting the stage that
promotes selling of related products or services (Adelaar et al, 2003). Special marketing
research has attempted to explain the effects of different environmental condition like
atmosphere in retailing stores, and background music at the time of purchasing. (Morris &
Borne, 1998). Sense modalities such as sound, sight, and touch can affect user experience. The
formation rate can affect user experience. The formation rate can affect user for gaining
information for advertisement (Morris & Borne, 1998). The environmental psychological
model depict these. The model is applicable to music, test lyrics, image and music video, which
are strongly related to each other and are shown in advertisement. (Morris & Borne, 1998).
Morris and Borne (1998) posits that environmental psychology model provides better concept
of emotional response rather than traditional marketing research. The environmental
psychology model proposes an environmental such as retailing store that produces an
emotional state in an individual that can categorize into pleasure, arousal, dominance or buying
situation (Adelaar et al, 2003). This model according to Adelaar et al, (2003) defines media
which provides information that is represented by the combination of sound, sight and touch
sources. It covers various areas of visual and verbal media messages, through which people
gets information. The verbal and visual information affects consumers perception of the
environmental stimuli (Adelaar et al, 2003).

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 RESEARCH METHODOLOGY
Type of Research

This research is a causal type of research. A cause study is focused on finding causal
relationships between variables. It finds the cause and effect relationship between variables.
It seeks to determine how the dependent variable changes with variations in the independent
variable.

Place and Time of Research

This research is conducted in Pimpri, Pune.

Population and Sample

The sampling technique of this research is Convenience Sampling that is considered as the
best way to getting some information quickly and efficient. The sample size of this research
is 80 respondents.

Source of Data

Primary data in this study is the result of a questionnaire on TV advertising that impact consumer
buying behavior. Secondary data in this study is about the various theories and related data. The data
is taken from books, journals, and relevant literature from library and internet.

Data Analysis Method

This research uses causal quantitative method that uses ratio calculation and regression analysis.
Ordinal regression analysis is used in this research.

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Q1. Do you watch Television?

Answer NO: of Respondent

Yes 100%
No 0

TELEVISION

YES NO

INTERPETATION:

When the respondents were asked whether they watch television, it was found that all the
respondents watch television. Thus it is evident that the T.V is very popular.

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Q2: On an average how much time you spend on watching T.V daily?

TIME No: of Respondent

2 Hours 70
4 Hours 15
6 Hours 10
More Than 6 Hours 5

INTERPETATION:
When the respondents were asked how much time you spend on T.V then it was
found that 70% respondent spend two hour 15% respondent spend four hour 10% spend
six hour and 5% respondent spend more than six hour.

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Q3:Have you ever been motivated to purchase a product after seeing T.V advertisement?

PRODUCT PURCHASE No: of Respondents

Sometimes 50
Rarely 40
Always 8
Never 2

INTERPETATION:
As per analysis the 50% respondents are motivated to purchase a product
after seeing the T.V advertisement

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Q4: What is your reaction when you watch a T.V commercial ?

REACTION No: of Respondents

Watch with Interest 40
Switch with other Channel 35
Indifferent 25

INTERPETATION:
From the analysis it can be concluded that 40% respondents watch with interest
35% respondent switch the other channel and 25% respondent use the indifferent way to watch
the T.V

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Q5: Do you think that T.V advertisement effect the buying behavior of youth?

ANSWER No: of Respondents

YES 90
NO 10

INTERPETATION:
When the respondents were asked weather they found T.V advertisement effect the
buying behavior, it was found that 90% of respondent say yes and only 10% respondents say
no.

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Q6: What according to you is the role of T.V advertisement on buying behavior?

ROLE No: of Respondents

Giving Information of the product 52
Convincing The Buyer 38
Time Saver 10

INTERPETATION:
It was found that out of 100 respondents(52%) said T.V giving information of the
product, (38%) said T.V conceiving to buyer the product and only (10%) said T.V help in time
saver.

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Q7: What types of T.V advertisement attract you the most?

ADVERTISEMENTS No: of Respondents

Ads Showing Stunts/Action Orient 33
Ads Showing Vulgarity of any Kind 14
Ads Showing Female Models 26
Ads Showing Celebrities 20
Any Other 7

INTERPETATION:
When the respondents were asked whether they attract to purchase a product after seeing
its T.V advertisements, it was found that 33% respondents were attract by stunt/action
oriented,14% by vulgarity,26% by female models, 20% by celebrities(male) and 7% by any
other.

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Q8: T.V advertisement of which product attract you the most?

PRODUCT TYPE No: of Respondents

Durable Goods 40
Non-Durable Goods 30
Services 30

INTERPETATION:
When the respondents were asked which product you attract the most. Most of the
consumers said that non durable goods attracted them the most.

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Q10: Do you carry out any kind of discussions with your family before buying the product?

ANSWER No: of Respondents

YES 76%
NO 24%

INTERPETATION:

When the respondents were asked when you go to market to buy the product, you
discuss with family or not then the 76% say yes and 24% say no.

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Q11: Do you think T.V advertisement for product meant for adults should be banned?

ANSWER No: of Respondents

YES 36%
NO 64%

INTERPETATION:
Majority of the respondents (64%) were against banning advertisement of adult
products while 36% respondents were in favor of banning.

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Q12: Do you think product can be sold without T.V advertisement?

RESPONSE PERCENTAGE
YES 10%
NO 90%

INTERPETATION:

It was found that out of 100 respondents,10% say product can be sold without
advertisement and 90% say product can not sold without advertisement

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 FINDINGS

• Mostly youth are influenced from T.V advertisements

• T.V advertisements change the behaviour of youth by attracting them.

• Mostly youth believes that T.V advertisements are good source of information regarding
the product.

• Youth believes that T.V advertisements help them to make a choice between various
alternative products.

• Mostly respondents recall the advertisements of the telecom products.

• These days advertisements are shown in interesting manner and youth show interest in
watching ads rather switching to other channels.

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 SUGGESTIONS

• It is recommended that T.V advertisements should be as informative as possible.

• Normally youth are attracted towards T.V media so advertiser should concentrate more
on T.V media for effectiveness.

• Advertisements should be attractive as well as creative enough to hold the viewer’s

attention.

• Advertisements should be such that one can watch these sitting along with family
members.

• T.V advertisements should not be presented in such a way that it promotes the
aggression among youth.

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 LIMITATIONS OF THE STUDY

• Due to time and resource constraints the survey was conducted within the city of Ludhiana
and as such the study might not present a true picture of youth attitude towards advertising
per se.

• A small sample size of 100 respondents may not be representative of the universe.

• The respondent’s bias might have crept in while filling the questionnaire.

• Due to dynamic nature of youth there is every possibility that the findings of today may
become invalid tomorrow.

CONCLUSION

The research project titled ‘Impact of T.V advertising on purchase behavior of youth.’ Is based
on primary data that was collected through the survey method in order to know impact of
advertisements of T.V media on youth. The sample size was 100. The instruments used for
survey was structured questionnaire containing 14 questions.

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While conducting survey we found following facts:-

The study shows that the majority of youth are regular television viewer. And this change their
behavior after attract from this media.

So we can conclude that majority of youth believe that T.V ads are good source of information
and help them to make a choice between various alternative products.

References and Bibliography

Books and websites :

• Advertising by Sontaki

• Marketing management by Philip Kotler

• Fundamentals of marketing by William. J. Stanton

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 • Advertising by Frank Jefkin

• www. Google.com

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