SYNOPSIS

OF
Project Report
On
“Impact of Advertisement on Consumer Behaviour”
“A case study on Coca Cola”

Internal Guide Submitted by

Mr. Pankaj Sachin Thakur
Assistant Professor BBA (6th Sem)
Deptt of BBA Roll No. 941
 ACKNOWLEDGEMENT

Many lives & destinies are destroyed due to lack of proper guidance direction
& opportunity. It is in this respect I feel that I am in much better position today
due to continuous process of motivation & focus provided by my parents &
teachers in general.

In this project my main focus is to know about the Impact of advertisement on

consumers. As we all know that the consumers got attracts towards any
product through advertisements. So in this I make the study of the impact
which are on that consumers due to advertisements & the study is made on
the advertisement of the product Coca Cola.
 PREFACE
The present era is undoubtedly a management era. Management is the
important function in any management or organization. A management is the
one of the most important fields which are widely and in every stage of life.
The effective management can only be achieved by effective management
training & developing skill to understand the organizational level. So this
project works is a part of the course of BBA & it will be done on IMPACT OF
ADVERTISEMENTS ON CONSUMERS.

 The project will be prepared on the basis of Impact of advertising on

consumers & understand the requirement of proper evidence to
customers.
 Now I am feeling the great pleasure in delivering this project because of
bolter skill of handling the situation & customer understandings.
 INTRODUCTION

The topic “Impact of advertisement on Consumer Behaviour” – A case study of

Coco Cola analysis the role of advertising in affecting the consumer behavior &
pursuing the consumers to buy product, especially a product like soft drinks.

Consumer orientation starts from the company’s adoption on implementation

of the marketing concept. Consumer behavior is the result of the interaction of
the consumer potential influences & the pressures execrated upon them
outside forces in the environment.

Advertisement is one of the most important external causes, which reinforces

the consumer. Advertising as other form of promotional activities should be
viewed as a means of implementing a communication strategy. Advertising is
only one element of promotion mix. But it often takes special prominence in
the overall marketing this design because of its visibility & pervasiveness.

The main advertising task is to get attention, to hold the interest, to arise the
desire & to obtain the action of the consumer. Obtaining attention is obviously
necessary if the potential consumer is to become aware of knowledge of the
company’s product. The advertising is also known as promotion of the product.
It is required to confirm the adoption an insure continuing in action.
 RELEVANCE OF THE STUDY

The Importance of the study of consumer behavior in regard to advertising can

be clearly seen in today’s world of competition. The study of consumer
behavior analysis interprets the outer changing consumer behavior. So that the
company can monitor such study for the purpose of making sounds decisions
in respect of the 4P’s of the marketing mix. It is consumer disposition that
makes or marks the profit position of the product.

This case study reveals that how much the consumer behavior is affected by
the advertising which in return helps to take decisions like as how much to
invest in advertising, formulating & designing the strategies so as to earn
profits and stand boldly against the rising competition in the market.
 NEED AND IMPORTANCE OF THE STUDY

The need and importance of this study is mainly thing in research because it is
essential to find out the advertisement of SOFT DRINKS for Coca – Cola, which
should be appealing to the customers.

The importance of the study is also essential because the role of advertisement
is to present beautifully & has good impact on consumers of the product.
 OBJECTIVES OF STUDY

The project report on “IMPACT OF ADVERTISEMENT ON CONSUMER

BEHAVIOUR” a case study of coca cola has been prepared with following
objectives:
 To analyze the effect of advertising on the consumer behavior.
 To find out the most popular slogan of advertisement regarding cold
drinks.
 To study the preference of advertisement by consumer.
 To make the recommendations and suggestions for the better sale of
soft drinks.

LIMITATIONS OF THE STUDY

 The study is restricted to Dharamshala only.

 Time constraint is one of the major limiting factor of study.
 Sample size is restricted to 100 respondents.
 RESEARCH METHODOLOGY
Research:
Research will be done by using the descriptive research method. In a
descriptive research method the main aim will be to provide actual snapshot of
some aspect of the market environment. Here in general, the relationship
studied will not be casual in Nature. Descriptive research includes surveys &
from them finding out facts of different types.

 Sample Technique:
Selected 100 respondents based in Dharamshala at RANDOM BASIS.

 Sample Size:
For analyzing this project 100 respondents were selected as sample size
from the population for survey.

 Sample Description:
Sample description constitutes all 100 respondents from different parts
of Dharamshala.
Instrumentation Technology:

To get the responses the questionnaire method will be used. In this study the
questionnaire will be distributed to the Respondents personally and were
asked to answer the questions to get the necessary data or information
required for the completion of survey.

 Actual Collection of Data:

The Source of data for this research study are mainly through two
sources:
i) Primary data
ii) Secondary data
iii) Graphical Representation

 Primary Data:
Primary data are those, which are collected fresh for the 1st time, thus
happen to be original in character. Primary data have been used to study
as the ‘ad’ campaign for coca cola. It has been used to analysis which
media will be preferred for coca cola. The questionnaire has been
prepared to study it and the sample size will be 100. In this 25% are of
14 age group, 25% are of 15-20 age group, 25% are of 21-35 age group
and at last 36 years and above.

 Secondary Data:
The secondary data are those which have already been collected by
someone else. Secondary data also had been used to get the
information from various journals, magazines, websites etc were
consulted to either the information.

 Graphical Representation:
Bar Charts & Pie Charts.
 BIBLIOGRAPHY

1. Advertising Management - By B.S. Rathore

2. Research Methodology - By Kothani

Websites:
 http://www.cocacola.com/consumerbehaviour_rshn.htm
 http://www.cocacola@bancharnet.in/PROFILE/PAPER.htm