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Swapnil Jain Research Paper
Swapnil Jain Research Paper
CONSUMER.
1
Mr PRANSHUL BHARGAVA
1
PGDM Student at iFEEL College, Lonavala, pranshulb86@gmail.com, M 9479692005
Abstract:
This paper extends research linking advertisement factors which effecting consumer Preference
from one product to another product. aerated drinks companies are spending a lot of money on
their Advertisements, celebrities etc. About 35% of the total cost is Advertising cost for an
aerated drink company. Therefore Advertising is an important aspect of the companies to
promote their product, and generate sales. It is also important for the companies to know
whether their advertisements are effective or not, In order to check the impact of the
advertisements, we have taken this as our research problem. (Andersson, 2006)
KEYWORDS:
Advertisement, impact, brand. Consumer, television advertisement
INTRODUCTION
It is well known fact that people in India do not just watch their favorite sport, film or serial,
many are watching to see the commercials. Regardless of how good the game was, there are
usually a few ads that people talk about the next day. But one thing that people may not think
about is how trustworthy an advertisement may be and, at a higher level, how much trust one
can, or cannot, place in an industry’s advertisements. In Indian scenario it is proved that
advertisements from soft drink companies are most effective. (VinayagaMoorthy, 2014)
As we know these days soft drink companies are advertising their product so much on
televisions and are spending so much money on the celebrities to endorse their products.
In soft drink industry the cost of advertising is nearly 35 % of the total cost. For increasing the
sale of their product they are taking film stars, cricket stars in their advertisements of their
products which are again very costly. Therefore we took this as opportunity to
study different aspects of Advertisements, their impact on consumer perception etc. Each
advertisement is a specific communication that must be effective, not just for one customer, but
for many target buyers. This means that specific objectives should be set for each particular
advertisement campaign.
2. Literature Review
5. Research Methodology
5.3
Case Processing Summary
N %
Cases Valid 16 100.0
Excludeda 0 .0
Total 16 100.0
a. Listwise deletion based on all variables in the
procedure.
5.4
Reliability Statistics
Cronbach's
Alpha N of Items
.746 7
. Recommendations
The study used was exploratory with convenient sampling so author
does not claim the generalizability of the study and the results to be
100% accurate. As we know celerity endorsement is a very controversial
and multidimensional topic. So, it could not provide thorough findings
in a single research. there is always a room for further research. In future
this study can be conducted by using other different variables. A large,
diverse and representative sample size with various distinctive
demographics can be tested in order to make the study more generalized.
For further studies in future focus group can turn out to be supportive in
order to explore the each and every dimension of consumer’s thought,
belief and behavior. For further research in addition with the quantitative
analysis, qualitative approach can be used like interviews and focus
groups would allow a researcher to take thorough responses that would
enhance the understanding and knowledge of the research probes. There
could be a study in future with other different variables and there should
be more in-depth study in order to understand every variable more
appropriately. In a nutshell, celebrity endorsement is an active
promoting instrument. The companies should focus on selecting the
most appropriate celebrity endorser for their product in order to gain
more attention and provoke the concern of consumer.
References
Chaudhary, U., & Asthana, A. (2015). Impact of celebrity endorsements on consumer brand
loyalty: Does it really matter? International Journal of Scientific and Research
Publications, 220,221.
Lautiainen, T. (2015). Factors affecting consumers’ buying decision in. Lappeenranta: Saimaa
University of Applied Sciences.
Madhavan, D. (2015, April 01). India times. Retrieved from India times .com:
https://www.indiatimes.com/news/india/you-wont-believe-how-much-these-celebs-make-
just-for-a-days-work-231524.html
Marketing, P. (2008, 7 25). Generation Y: the biggest thing since 'baby boomers'. Precision
Marketing, pp. 2-2.
Mccracken, G. (1989). Who is the Celebrity Endorser. journal of consumer research, 310-320.
Sarwar, F., Muzamil, A., & Tahseen, M. I. (June 2014). The Impact of Branding on Consumer
Buying Behavior. Bahawalpur: Muhammad Tahseen Iqbal.
SEKERAN, U. (2003). Research methods for business. Joh Wiley & Sons.