CHAPTER-IV

SOCIO-ECONOMIC PROFILE

4.1 INTRODUCTION:

In this chapter, an effort has been made to examine and interpret the data relating to the
socio-economic profile of sample respondents and also effectiveness of advertisement among
viewers.

FORMULA:

No. of Respondents

Simple percentage =__________________________ * 100

Total No. of respondents

4.2 SOCIO-ECONOMIC PROFILE OF SAMPLE RESPONDENTS

This chapter deals with the socio-economic profile of the respondents. The sample
respondents are classified on the basis of age, gender, marital status type of family occupation
number of earning member, number of non-earning member and as on.

4.2.1 AGE

TABLE 3.2.1 AGE WISE CLASSIFICATION

Particulars No of respondents Percentage

Below 20 years 13 26%
20-30 years 21 42%
30-40 years 11 22%
40-50 years 5 10%
TOTAL 50 100%
Source: Primary data

Out of 50 (100%) respondents, 13 (26%) are in the group of Below 20 years, 21 (42%) are in
between 20-30 years, and 11(22%) are 30-40 years, and remaining are 5 (10%) in between

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40-50 years. Hence, it could be inferred that majority respondents are in the age group
between 20-30 years.21 responders

Chart Title
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50

40

30

20

10

0
Below 20 years 20-30 years 30-40 years 40-50 years TOTAL

No of respondents Percentage

4.2.2 GENDER

TABLE 3.2.2 GENDER WISE CLASSIFICATION

Particulars No of respondents Percentage

Male 19 38%
Female 31 62%
TOTAL 50 100%
Source: Primary data

Out of 50 (100%) respondents 19(38%) are in the male and 31(62%) are in the
female. Hence, it could be inferred that majority respondents are female.

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 Chart Title
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50

40

30

20

10

0
Male Female TOTAL

No of respondents Percentage

4.2.3 AREA OF RESIDENCE

TABLE3.2.3 AREA WISE CLASSIFICATION

Particulars No of respondents Percentage

Urban 10 20%
Semi-urban 17 34%
Rural 23 46%
TOTAL 50 100%
Source: Primary data

Out of 50 (100%) respondents, 10(20%) of them resides in urban area,17(34%) of them

resides in semi-urban area, and remaining 23(46%) of them resides in rural area. Hence it
could be inferred that majority of respondents resides in rural area.

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 Chart Title
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50

40

30

20

10

0
Urban Semi-urban Rural TOTAL

No of respondents Percentage

4.2.4 EDUCATIONAL QUALIFICATION

TABLE3.2.4 LEVEL OF EDUCATION WISE CLASSIFICATION

Particulars No of respondents Percentage

UG 35 70%
PG 10 20%
M.phill 4 8%
Ph.d 1 2%
TOTAL 50 100%
Source: Primary data

Out of 50(100%) respondents, 35(70%) are ug, 10(20%) have studied up to pg, 4(8%) have
studied up to M.phill, 1(2%) have studied up to ph.d. Hence it could be inferred that
majority of respondents resides in ug degree holders.

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 Chart Title
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50

40

30

20

10

0
UG PG M.phill Ph.d TOTAL

No of respondents Percentage

4.2.5 MARITAL STATUS

TABLE3.2.5 MARITAL STATUS WISE CLASSIFICATION

Particulars No of respondents Percentage

Married 18 36%
Unmarried 32 64%
TOTAL 50 100%
Source: Primary data

Out of 50(100%) respondents, 18(36%) them are married, 32(64%) of them are unmarried.
Hence it could be inferred that majority of respondents are unmarried.

Chart Title
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50

40

30

20

10

0
Married Unmarried TOTAL

No of respondents Percentage

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4.2.6 TYPE OF FAMILY

TABLE3.2.6. TYPE OF FAMILY WISE CLASSIFICATION

Particulars No of respondents Percentage

Nuclear 22 44%
Joint 28 56%
TOTAL 50 100%
Source: Primary data

Out of 50(100%) respondents, 22(44%) of them are from Nuclear family , 28(56%)
of them are from joint family. Hence it could be inferred that majority of respondents from
nuclear family.

Chart Title
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50

40

30

20

10

0
Nuclear Joint TOTAL

No of respondents Percentage

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4.2.7 OCCUPATION

TABLE3.2.7. OCCUPATION WISE CLASSIFICATION

Particulars No of respondents Percentage

Agriculture 4 8%
Business 10 20%
Employee 14 28%
students 10 20%
others 12 24%
TOTAL 50 100%
Source: Primary data

Out of 50(100%) respondents, 4(8%) of them are agriculture, 10(20%) of them are
business, 14(28%) of them are Employee, 10(20%) of them are students and 12(24%) of them
are students, Hence it could be inferred that majority of the respondents are agriculture.

Chart Title
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50

40

30

20

10

0
Agriculture Business Employee students others TOTAL

No of respondents Percentage

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4.2.8 EARNING MEMBERS IN THE FAMILY

TABLE3.2.8 EARNING MEMBERS IN THE FAMILY WISE CLASSIFICATION

Particulars No of respondents Percentage

1 8 16%
2 9 18%
3 5 10%
4 2 04%
5 3 6%
TOTAL 50 54%
Source: Primary data

Out of 50(100%) respondents, 8(16%) of family have 1 members in family, 9(18%) of them
2 members in family, 5(10%) of have 3 members. 2(4%) of them 4 members. 3(6%) of them
5 members. Hence it could be inferred that majority of respondents have 2member in their
family.

Chart Title
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50

40

30

20

10

0
1 2 3 4 5 TOTAL

No of respondents Percentage

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4.2.9 NON-EARNING MEMBERS

TABLE3.2.9. NON-EARNING MEMBERS IN FAMILY WISE CLASSIFICATION

Particulars No of respondents Percentage

1 12 24%
2 8 16%
3 3 6%
4 0 0%
TOTAL 50 46%
Source: Primary data

Out of 50(100) respondents, 12(24%) of them resides in 1 nonearning members, and

8(16%) of them resides in 2 nonearning members. 3(6%) of them resides in 3 nonearning
members. remaining 0(0%) of have above 4 nonearning members. Hence it could be inferred
that majority of respondents have only 1 nonearning member in their family.

Chart Title
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50

40

30

20

10

0
1 2 3 4 TOTAL

No of respondents Percentage

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4.2.9 INCOME PER MONTH

TABLE3.2. 9 INCOME PER MONTH WISE CLASSIFICATION

Particular No of respondent Percentage

up to 10000 4 8%
10001 – 20000 27 54%
20001 – 30000 13 26%
30001 – 40000 5 10%
Above 40000 1 2%
Total 50 100

Source: Primary data

Out of 50(100%) respondents, 4(8%) of them are upto 10000, 27(54%) of them are 10001-
20000, 13(26%) of them are 20001 - 30000, 5(10%) of them are 30001 – 40000 and 1(2%)
of them are 30001 – 40000, 1(2%) of them are 30001 – 40000 Hence it could be inferred
that majority of the respondents are 10001 - 20000.

Chart Title
120

100

80

60

40

20

0
up to 10000 10001 – 20001 – 30001 – Above 40000 Total
20000 30000 40000

No of respondent Percentage

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4.3MEDIA USAGE BEHAVIOUR

4.3.1 MEDIA VIEW REGULARLY

TABLE3.3.1 MEDIA VIEW REGULARLY WISE CLASSIFICATION

Particulars No of respondents Percentage

TV 29 58%
Radio 6 12%
News paper 11 22%
Internet 4 8%
TOTAL 50 100%
Source: Primary data

Out of 50(100) respondents, 29(58%) of viewers on tv, 6(12%) of viewers on radio,

and 11(22%) of them viewers on news paper, 4(8%) of them viewers on internet. Hence it
could be inferred that majority of respondents have on tv.

Chart Title
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50

40

30

20

10

0
TV Radio News paper Internet TOTAL

No of respondents Percentage

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4.3.2 SPENDING TIME ON MEDIA

TABLE3.3.2.SPENDING TIME ON MEDIA WISE CLASSIFICATION

Particulars No of respondents Percentage

Less than one hour 17 34%
1- 2 hours 26 52%
More than 2 hours 7 14%
TOTAL 50 100%
Source: Primary data

Out of 50(100) respondents 17(34%) of viewers spent on media less than hour,
26(52%) of viewers spent on media 1-2 hours, and 7(14%) of viewers spent on media more
than two hours . Hence, it could be inferred that majority of respondents have on 1-2 hours
spending on media.

Chart Title
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50

40

30

20

10

0
Less than one hour 1- 2 hours More than 2 hours TOTAL

No of respondents Percentage

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4.3.4 SWITCHOVEROTHERCHANNELS DURING ADVERTISEMENT

TABLE3.3.4 SWITCH OVER OTHER CHANNELS DURING ADVERTISEMENT

WISE CLASSIFICATION

Particulars No of respondents Percentage

At all time 6 12%
Sometimes 40 80%
Never 4 08%
TOTAL 50 100%
Source: Primary data

Out of 50(100) respondents, 6(12%) of switch over at all time, 40(80%) of switchover
at sometimes, and 4(8%) of switch over at never. Hence it could be inferred that majority of
respondents have on sometimes switch over other channels.

Chart Title
60

50

40

30

20

10

0
At all time Sometimes Never TOTAL

No of respondents Percentage

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4.4ADVERTISEMENT WATCHING BEHAVIOUR

4.4.1 WATCHING ADVERTISEMENT

TABLE3.4.1 WATCHING ADVERTISEMENT WISE CLASSIFICATION

Particulars No of respondents Percentage

Yes 43 86%
No 7 14%
TOTAL 50 100%
Source: Primary data

Out of 50(100) respondents, 43(86%) of watching advertisement,

7(14%) of don’t watch advertisement. Hence it could be inferred that majority of

respondents are watching advertisement.

Chart Title
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50

40

30

20

10

0
Yes No TOTAL

No of respondents Percentage

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4.4.2 FEEL OF REPEATED ADVERTISEMENT

TABLE3.4.2 FEEL OF REPEATED ADVERTISEMENT WISE CLASSIFICATION

Particulars No of respondents Percentage

Interesting 13 26%
Irritating 9 18%
Normal 28 56%
TOTAL 50 100%
Source: Primary data

Out of 50(100) respondents, 13(46%) of interesting to watch repeated advertisement.

9(18%) of irritating to watch repeated advertisement, and 28(56%) of normal to watch
repeated advertisement. Hence it could be inferred that majority of respondents have normal
to see repeated advertisement.

Chart Title
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50

40

30

20

10

0
Interesting Irritating Normal TOTAL

No of respondents Percentage

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4.4.3 ATTRACTIVE ADVERTISEMENT

TABLE 16 ATTRACTIVE ADVERTISEMENT WISE CLASSIFICATION

Particulars No of respondents Percentage

Celebrity 9 18%
Brand 38 74%
Animated 3 6%
TOTAL 50 100%
Source: Primary data

Out of 50(100) respondents, 9(18%) are attracted by celebrity advertisement.

38(76%) are attracted by Brand advertisement, and 3(6%) are attracted by Animate
advertisement. Hence it could be inferred that majority of respondents have Brand
advertisement.

Chart Title
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50

40

30

20

10

0
Celebrity Brand Animated TOTAL

No of respondents Percentage

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4.4.5 HABIT OF VIEW ADVERTISEMENT USING ON SOCIAL MEDIA

TABLE 3.4.5 HABIT OF VIEW ADVERTISEMENT USING ON SOCIAL MEDIA

WISE CLASSIFICATION

Particulars No of respondents Percentage

Yes 37 74%
No 13 26%
TOTAL 50 100%
Source: Primary data

Out of 50(100) respondents, 37(74%) are viewing advertisement on social media.

13(26%) are not viewing advertisement on social media. Hence it could be inferred that
majority of respondents have watching advertisement on social media.

Chart Title
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50

40

30

20

10

0
Yes No TOTAL

No of respondents Percentage

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4.4.6ADVERTISEMENT CREATES BUYING DECISION

TABLE 3.4.6ADVERTISEMENT CREATE BUYING DECISION WISE

CLASSIFICATION

Particulars No of respondents Percentage

Yes 24 48%
No 26 52%
TOTAL 50 100%
Source: Primary data

Out of 50(100) respondents, 24(68%) are accept advertisement create buying

decision. 26(52%) accept that advertisement do not create buying decision. Hence it could be
inferred that majority of respondents have create buying decision.

Chart Title
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50

40

30

20

10

0
Yes No TOTAL

No of respondents Percentage

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4.5 Media preference towards advertisement wise classification.(Rank
Basis)

Products TV Radio Internet Journals Magazines

DOURBAL
GOODS

Tv 1 5 2 4 3

Refrigerator 1 5 3 2 4

Washing
1 5 4 3 2
Machine

Jewellery 1 4 5 2 3

Furniture
1 4 5 2 3

NON
DOURBAL
GOODS

Cosmetics 1 2 5 4 3

Garments 1 4 2 3 5

Soaps 1 5 4 2 3

Soft drinks 1 4 3 5 2

Energy drinks 1 3 5 2 4

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 Tv
6

0
TV Radio Internet Journals Magazines

Refrigerator
6

0
TV Radio Internet Journals Magazines
s

Wasinhg Machine
6

0
TV Radio Internet Journals Magazines

Washing

20
 Jewellery
6

0
TV Radio Internet Journals Magazines

Furniture
6

0
TV Radio Internet Journals Magazines

Furniture
s

21
 Cosmetics
6

0
TV Radio Internet Journals Magazines

Garments
6

Garments

22
 Soft drinks
6

0
TV Radio Internet Journals Magazines

Soaps
6

0
TV Radio Internet Journals Magazines

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 Energy drinks
6

0
TV Radio Internet Journals Magazines

DURABLE GOODS ADVERTISEMENT:

 From the above table most of respondents are watching TV advertisement on internet.
 Majority of respondents are watching Refrigerator advertisement watching TV
 Most of respondents are watching Washing machine advertisement on watching TV
 Most of respondents are watching Jewellery advertisement on watching TV
 Most of respondents are watching Furniture advertisement on watching TV

 NON-DURABLE GOODS
 Most of respondents are watching Cosmetics advertisement on watching TV.
 Most of respondents are watching Garments advertisement on watching TV.
 Most of respondents are watching Soaps advertisement on watching TV.
 Most of respondents are watching Soft drinks advertisement on watching TV.
 Most of respondents are watching Energy drinks advertisement on watchinfg TV.

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4.6 ATTITUDE ON ADVERTISEMENT

Neutral Dis Strongly

Opinion Strongly agree Agree Total
Agree Dis agree
I always interested to listen 8 5 1 17 19 50
advertisement (16%) (10%) (2%) (34%) (38%) (100%)
Advertisement don’t decide 2 8 1 30 9 50
my purchase (4%) (16%) (2%) (60%) (18) (100%)
Advertisement create 2 13 - 20 15 50
demand for product (4%) (26%) (40%) (30%) (100%)
I will skip channels when 6 31 - 11 2 50
advertisement come (12%) (62%) (22%) (4%) (100%)
Advertisement misleads 58 10 3 20 12 50
(10%) (20%) (6%) (40%) (24%) (100%)
I purchase my goods on 5 15 - 22 8 50
celebrity (10%) (30%) (44%) (16%) (100%)
Advertisement decide our 2 3 2 27 16 50
brand selection (4%) (6%) (4%) (54%) (32%) (100%)

2 6 - 21 21 50
Price clarity should be give
(4%) (12%) (42%) (42%) (100%)
Advertisement Create 4 12 2 24 8 50
positive feeling on product (8%) (26%) (4%) (48%) (16%) (100%)

Advertisement reinforce 2 20 - 16 18 50
your decision (4%) (40%) (32%) (36%) (100%)

Advertisement can promote 5 13 1 21 10 50

sales (10%) (26%) (2%) (42%) (20%) (100%)

Frequent advertisement can 5 22 - 13 10s 50

irritates (10%) (44%) (26%) (20%) (100%)
-
Advertisement increase 10 12 19 9 50
price of product (20%) (24%) (38%) (18%) (100%)

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  From the above table most of 19(38%) respondents are strongly Disagree interested to
listen advertisement.
 Majority of 76(60%) respondents are disagree advertisement don’t decide my
purchase.
 Most of 20(40%) respondents are disagree advertisement create demand for product.
 Most of 31(62%) respondents are agree to skip the channels while advertisement
come.
 Majority of 20(40%) respondents are disagree advertisement can misleads.
 Majority of 22(44%) respondents are disagree purchase my goods on celebrity
advertisement.
 Majority of 27(54%) respondents are disagree advertisement decide our brand
selection..
 Majority of 53(42%) respondents are disagree advertisement show price clarity.
 Majority of 24(48%) respondents are disagree advertisement create positive feeling on
product.
 Majority of 20(40%) respondents are strongly disagree advertisement reinforce your
decision.
 Majority of 21(42%) respondents are disagree advertisement can promotes sales.
 Majority of 22(44%) respondents are Agree frequent advertisement can irritate.

Most of 19(38%) respondents are disagree advertisement increase price of product.

CONCLUSION

Thus the sample respondents are classified under different category based on their socio
economic profile. Some variables are selected to test their association with attitude and
preference of advertisement.

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 CHAPTER IV

CHAPTER V

SUMMARY OF FINDINGS AND SUGGESTION

5.1INTRODUCTION

The summery of findings and suggestions of the study is presented in this chapter

5.2 SOCIO ECONOMIC PROFILE

The findings of their study consist of namely socio-economic profile of samples responding
and work life balance among married working women employees.

 Most of the respondents 21(42%) are the age group of 20-30 years.
 Most of the respondents 31(62%) are female.
 Most of respondents 23(46%)are rural
 Majority of the respondents 35(70%) are UG
 Majority of the respondents 32(64%) unmarried.
 Most of the respondents 28(56%) join family.
 Majority of the respondents 14(28%) are employee.
 Majority of the respondents 27(54%) are earn between 10001-20000.
 Majority of the respondents 27(54%) upto 2 earning members in the famliy.
 Majority of the respondents 29(58%) are on tv.
 Most of the respondents 26(52%) are watching more than 2hourse.
 Most of the respondent 40(80%) are sometimes channels during advertisement
 Most of the respondents 43(86%) are watching advertisement.
 Most of the respondents 28(56%) are normal to see repeated advertisement.
 Most of the respondents 28(56%) are attractive on brand advertisement
 Most of the respondents 37(74%) are view advertisement while using on social media.
 Most of the respondents 26(52%) are say advertisement not create buying decision.

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5.3 SUGGESSTION

 Product quality is main so clearly define the product and price at advertisement.
 Attractive advertisement can give more impulse
 The image advertisement can easily understand by viewers
 Advertisement wants to develop more attractive and create buying decision.

5.4 CONCLUSION

From the above study it is concluded that most probably advertisement create buying
decision among buyers. The most of respondent give preference to celebrity advertisement.
When advertisement give clarity of product and increase by decision.

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 Bohdan pikas(2012), “The effectiveness of advertisement and consumer
perception of advertisement on Facebook ,twitter and Youtube, journal of
applied business and economics vol.16(4),pp70-81.
 Jen chieh cheng(1996) “ Maximizing advertisement effectiveness”,
European journal of business and social science,voi.3 no.9,pp147-159
 Ruchika sachdeva (2003) “ Advertisement effectiveness: A scale
validation exercise”, journal samvad vol.ix pp15-23
 Prateek maheshwari, nitin seth,annop kumar gupta(2007) “Advertisement
effectiveness: competition effectiveness measurement, international
journal of social management, economics and business engineering vol:8
no12, pp3601-3604
 A. pughazhendi(2012), “A study on influence of using celebrity
endorsement on consumer buying behaviour”vol.13,number3.
 Diano seno, bryan A.Lukas(2005),”The equity of product endorsement by
celebrity: A conceptual framework from a co-branding perspective”,
Europe journal of marketing, vol.41,issue1,121-134.

Website
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o www.reserchindia.com

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