PROJECT

University of Mumbai
GNVS Institute of Management

GTB Nagar, Sion-Koliwada (E), Mumbai-400037
Final Year Project Report A.Y.

2019-20
Submitted in Partial Fulfillment of
Masters in Management Studies
Specialization: Marketing
Topic I: A Study on Consumer Purchase Intension towards low
Involvement Products in the region Mumbai with
special reference to toiletries products
i.e. toothpaste, soap& shampoo
Topic II:
Submitted by:
Name: Priyanka Ghanshyam Gupta
Roll No: 201811
Under the Guidance of
Professor Name: Dr. Sneha Amre
DECLARATION
I hereby declare that the Final Year Project Report submitted for the MMS Degree
programme at GNVS Institute of Management (Affiliated to University of
Mumbai) is my original work and is conducted in under the guidance of Dr. Sneha
Amre).
Place: Mumbai
Date:
(Priyanka Ghanshyam Gupta)

Signature of the Student
Certificate
This is to certify that the Final Year Report is the bonafide work, carried out by
Ms. Priyanka Ghanshyam Gupta, student of MMS programme, at GNVS Institute
of Management (Affiliated to University of Mumbai) during the period of
December 2019 to April 2020, in partial fulfillment of the requirements for the
award of the Degree of Master in Management Studies.
Place: Mumbai
Signature of Student
Date:
Signature of Internal Guide Signature of External Examiner
College seal Signature of Director

ACKNOWLEDGEMENTS
I am grateful to GNVS Institute of Management for giving me an opportunity to

pursue MMS programme. I wish to thank Dr. R. K. Saily, Director, GNVS Institute
of Management who has been a perpetual source of inspiration and offered
valuable suggestions.
I am indebted to my Guide (Dr. Sneha Amre), GNVS Institute of Management, for

providing guidance, support, and encouragement throughout my study.
Place: Mumbai Date:
Signature of the student
(Priyanka Ghanshyam Gupta)

Topic I: A Study on Consumer Purchase Intension towards low
Involvement Products in the region Mumbai with
special reference to toiletries products
i.e. toothpaste, soap& shampoo
Table of Contents
Chapters Topics Pg. No.
1. Introduction
1.1 About involvement
1.2 Low involvement
1.3 Brand image and consumer behavior
1.4 Factor affecting consumer’s purchasing decision
1.5 Brand attitude towards advertising
1.6 Brand recognition
2 Literature Review
3 Research Methodology
4 Analysis
5 Findings
6 Conclusion
7 Recommendation
8 Bibliography
9 Annexure
Introduction
1. ABOUT involvement:
Customer involvement is, when a customer takes considerable interest in a brand; to evaluate, compare
or purchase that particular brand.
The involvement theory holds that there are low and high involvement purchases. Consumers’
involvement depends on the degree of involvement of purchase to a consumer. For example, while buying
a loaf of bread, the consumer does not feel very much involved. It is because the life of the product is very
short. Once it is consumed, it gets exhausted. If the consumer is not satisfied with the particular bread
brand, he will purchase some other brand next time.
In the case of purchase of consumer durable (Laptop, refrigerator, household furniture, two wheeler etc.),
the involvement of the consumer in making the purchase decision is high. Consumers take a decision after
many deliberations. These products have long-term consequences. Consumers make a lot of inquiries
before they purchase the products which have a high degree of involvement. The following table shows
various degrees of involvement depending upon the nature of the product or service.
Degree Product or Examples

service
Low involvement Short life Fast moving consumer goods.
Medium involvement Medium Furniture, crockery, ordinary medical

treatment
High involvement Long Automobiles, surgery, purchase of

immovable assets, insurance policy etc.
1.2 Types of Customer Involvement
Customer involvement can be primarily divided into three types
1. Enduring Involvement
2. Situational Involvement
3. Response Involvement
1.3 Enduring involvement
When a customer takes interest in your brand, product/service because of his/her past experience with
your brand.
1.4 Situational Involvement
When a customer takes interest in your brand due to situation fit.
Situation fit means: where product/service fits a situation in which a customer finds him/herself in.
For instance I am thirsty and so I am looking for something to drink (situation) and I buy a specific
brand to quench my thirst (situation fit).
1.5 Response Involvement
This third type of involvement in simple words means the level of complexity or extensiveness a
customer pursues in collecting information about a brand (product/service) and the cognitive processing
of that information to take decisions regarding that brand.
For instance I want to buy an automobile of a specific brand, company and so I carry out extensive
search for information pertaining to that brand and then carefully consider all that information to make a
purchase or no purchase decision.
2. Low Involvement
There are many different types of purchases which a consumer might make. But if we measure the
purchasing behavior of the customer on the basis of his involvement in the purchase, then the two most
common types of purchase is Low involvement purchase of a Low involvement product or a high
involvement purchase.
Low involvement products, as the name suggests, are products where the consumer does not need to think
too much before purchasing the product. There is not much risk involved in low involvement purchase,
as a result of which decision making is much faster. Most FMCG products can be classified as a low
involvement product.
Here are some

characteristics
of Low involvement product or Low involvement purchase
1. Low price
One of the first characteristics is that the price of the product is generally lower. As the price is lower, the
consumer does not think twice before making the purchase. Example – Soaps. A soap has a very less price
and mostly all soaps perform the same function. Hence, Soaps are a low involvement purchase.
2. Low risk factor
As the price is lesser, there is no risk involved in the purchase of the product. The product can easily be
returned or replaced. And hence, a consumer does not get heavily involved in the purchase of such a
product. Example – A consumer will think very less when purchasing chips or chocolates for himself but
he might think longer and in depth when purchasing a watch for himself or his loved ones.
3. Not much differentiation
Differentiation of low involvement products is very difficult. Take the competition between Coca Cola or
Pepsi or Bisleri and Aquafina. If Bisleri is not available, the customer will buy Aquafina or any other
mineral water brand that is available. Differentiation between the products is not so easy, thereby making
the product a low involvement product.
4. Brand switching
Because there is not much differentiation and as the risk in the purchase is minimal, there is heavy brand
switching wherever Low involvement purchases are involved. Customers might not stick to one single
brand and the innovators and adopters will keep checking out new brands in the market.
5. Availability and distribution
A characteristic which can make a Low involvement product a success is its distribution. That is why
Pepsi and Coca cola are always at loggerheads. We see similar behavior from other brands in the FMCG
sector. Availability of the product is a major criteria for decision making.
Example – A customer wants to have ice cream but his favorite brand is not available at the store. He will
easily buy another brand. He might not like it as much as the first one, but it will be ice cream and he will
enjoy it. The customer will not wait for the availability of the branded ice cream only. Thus, the better the
distribution of a low involvement product, the more is the sale.
6. Repeat purchase
Another factor which makes a product as a low involvement product is repeat purchase of the same
product. For example – I have always used head and shoulders as a shampoo. So I always purchase the
same. Purchasing a shampoo from the market is a no brainer for me. But if I am going to purchase
something new for the first time, I might think a bit more. Still I won't think of purchasing a shampoo as
much as purchasing a new laptop or a new car.
7. Impulse buying
Impulse buying is a feature found only in Low involvement purchase. You don’t buy high involvement
products on impulse. This is because after sales, features and differentiated characteristics play a major
role in high involvement purchases. Whereas in low involvement purchase, the consumption of the
product is very fast. Hence impulse buying is commonly used for low involvement purchase.
Examples – Chocolates are kept at the checkout counter in FMCG stores. Similarly accessories are kept
at checkout counters in Mobile stores or in stores of consumer durables. If you need the accessory, you
might buy it on impulse, because many accessories can also be characterized as low involvement purchase.
Consumer Purchase intention on low involvement products often involves very little thought process,
information gathering and proper decision making. For example, buying a pack of chewing gum or
chocolate while checking out in a retail store barely takes more than a few seconds as these products are
low involvement and consumers buy these products on their impulses. This is primarily because low
involvement products are often low priced and carry low cost of failure. Information available to take a
buying decision of such products may not strongly guide a purchaser while taking buying decisions.
Previous researches suggested multiple approaches in modelling consumer purchase behavior of low
involvement products. Along with uncertainties, in many situations, particularly in low involvement
products and frequently purchased consumer packaged goods, little conscious decision making takes
place. In such situations stochastic models―concentrating on random nature of choice becomes more
appropriate than a deterministic approach. Another reason that stochastic choice models are suitable for
such goods is availability of large volumes of brand switching data with market researchers.
We assume that stochastic purchase behavior observed in the consumers is due to some kind of agitation
within the consumers before or during the purchase. Due to such agitation in the mind of the consumers,
purchase decisions of above products experience several internal forces in different directions.
Consequently, these forces imbalance consumers’ mind and purchase decisions become random. Since
these forces are haphazard, the resultant force that influences the purchase decision is also haphazard. The
smaller the involvement, the larger is the resultant force and consequently more irregular the movements
are.
This study contributes to marketing literature by modelling consumer’s choice behaviour of low
involvement product mapping consumer’s mind with movement of gaseous molecules. There is no study
available in consumer behaviour literature that has conceived movement of consumer mind with respect
to stochastic agitation and consequently their decision making.
Nowadays companies are very excited to differentiate their products by offering consumers with various
types of products in one product category. Companies believe that by offering many choices to the market,
they can have an advantage to compete with their competitors. However, is it really true that this is an
advantage for companies and also consumers? For example like toothpaste, in Carrefour or other
supermarkets it can be seen that there are lots of brands of toothpaste, for instance Pepsodent, Ciptadent,
Close Up, and so on. To be more specific, all of these brands offer various types and benefits for every
single type of product such as expert protection, sensitive care, whitening, fresh mint, and gum protection.
No wonder that consumers today feel confused about which choice to make. Some people might say it is
good to have many options while others get confused with so many options available. For instance, what
if they do not have any problems with their teeth, which one they have to choose: toothpaste with
whitening formula, toothpaste with sensitive expert formula or toothpaste with gum protector. Usually
companies will not offer all-in-one benefits in one single product, having many options is not always a
good thing to have, mostly it will make consumers confused.
Consumers provide less time and collect less information in buying decisions of low involvement
products. Consequently, they engage little thought processes in their purchase decision. This is primarily
because low involvement products are often low priced and carry low cost of failure. Along with
uncertainties, in many situations, particularly in low involvement products and frequently purchased
consumer packaged goods, little conscious decision making takes place. In such situations the stochastic
model—concentrating on the random nature of choice becomes more appropriate than a deterministic
approach. In this research, we develop a stochastic model for consumer buying decisions of low
involvement products. We have considered agitations a buyer experience during their purchase occasion.
These agitations create internal force that stimulates the consumer mind. These forces are chaotic, and so
the resultant force which makes purchase decisions random.
Consumer involvement is a source to explain the differences in the degree of both mental and physical
effort of a consumer and his decision making (Beharrell and Denison 1995; Laaksonen 1994). During the
past five decades, consumer involvement received notable attention among academicians as it is
considered to have paradigmatic implications on the consumer decision making. There has been an
overabundance of research since its origin through the decade of 1980 till 1990's. However, since then,
there has been a decelerating number of research studies on the construct. One wonders if the construct
has lost its charm or if there is a fatigue to conduct studies on the construct. The fact remains that during
the past few years, there is hardly any study that empirically tested and validated the construct.
Most of the studies on consumer involvement have been conducted in developed economies and more
specifically in the US (O'Cass 1998). If the construct has to receive wider acknowledgement and
generalizability, there is a need for studies on consumer involvement spanning over varied cultures and
contexts. In India, studies on consumer involvement received little attention except for a few studies
conducted by Avinandan and Anirban (1996), Sadarangani and Sanjaya (1998), Sharma, (2000), Jain and
Sharma, (2000, 2002). Consumer involvement is conceptualized and broadly categorized into four
dimensions viz. antecedents, moderating factors, involvement properties and consequences (Antil -1984;
Zaichkowsky 1985; Andrews et al 1990; Loudon and Della Bitta 2002). Many scholars have followed the
advice of Cohen (1982) and Andrews (1988) who argued that involvement has to be kept separate from
its antecedents and its consequences; otherwise an overly broad construct would result in making
investigation of relationships imprecise. Among such studies, there are a very few which attempted to
examine the relationship between the demographics and the consumer involvement.
2.1. Brand Image and Consumer Behavior
Brand image has been studied extensively since the 20th century due to its importance in building brand
equity. In the increasingly competitive world marketplace, companies need to have a deeper insight into
consumer behavior and educate consumers about the brand in order to develop effective marketing
strategies. In the following paragraph, we will discuss the relationship between consumers’ cognition of
brand image and consumer behavior. 3.1. Impact of Brand Image on Customer’s Attitude toward the Brand
Keller came up with the concept “customer-based brand equity (CBBE)” in 1993, which refers to the
various reactions to the branding campaign from consumers who have knowledge of the brand in varying
degrees. In other words, brand image and brand awareness are the basis and sources of brand equity.
According to Keller (1993), positive brand image could be established by connecting the unique and strong
brand association with
Consumers’ memories about the brand through marketing campaigns. In this regard, the brand knowledge
should be built and understood before the consumers could respond positively to the branding campaign.
If consumers have knowledge of a brand, the company could spend less on brand extension while
achieving higher sales. Following Keller (1993), Lassar et al. (1995) held the opinion that brand equity
came from the customers’ confidence in a brand. The greater the confidence they place in the brand, the
more likely they are willing to pay a high price for it [18]. Specifically, this confidence stems from five
important considerations: first, the brand performs its functions as designed; second, the social image is
associated with purchasing or owning the brand; third, consumers’ recognition and sentimental attachment
with brand; fourth, the balance between the brand’s value and its functionalities; fifth, consumers trust in
the brand. Netemeyer et al. (2004) also approved the dominant impact of brand equity on customer
response toward the branding campaign. With the proliferation of brands in the market, consumers make
their purchase decisions largely depending on the brand image rather than the product itself. Moreover,
when the brand image is consistent with the consumers’ self-concept, the consumers would give a
preference to it. According to the self-concept theory, one’s self- concept is a collection of perception
about himself that includes elements such as capabilities, characteristics, shortcomings, appearance and
personality. For marketers, examining the consistency between the brand image and consumers’ self-
concept is very important, because consumers might display various self-concepts in different social
contexts. But whatever the context is, consumers would think better of the brand as long as the brand
image is in line with their self-concept.
2.2. Impact of Brand Image on Consumer’s Behavioral Intention
Looking through extant research, the most widely used predictors of consumer’s behavioral intention are
customer satisfaction and customer loyalty. Customer satisfaction refers to customers’ general evaluation
of the overall shopping experience of some specific product or service. According to Oliver (1980),
customers’ performance-specific expectation and expectation disconfirmation are the key indicators of
customer satisfaction. Specifically, when the product performance exceeds expectation, customer
satisfaction increases; when expectation exceeds the product performance, customer satisfaction
decreases. Since product performance is an important component of brand image, companies could infer
the potential influence of brand image on customer satisfaction by identifying the perceptual difference
toward a brand between the existing customers and non-users of the brand. Brand image has a significant
impact on customer satisfaction especially across the E-banking, landline, mobile phone, bank and
supermarket industries. Chang et al. (2005) identified store infrastructure, convenience, store service and
sales activities as the four components of store image, and they all impact customer satisfaction directly.
Chitty et al. (2007) also empirically proved the dominant role of brand image in predicting customer
satisfaction in the hospitality industry. Moreover, the congruence between the brand image and customers’
self-image would enhance customer satisfaction and customers’ preference for the brand. Customer
loyalty could be recognized as the extension of customer satisfaction. Earlier studies define customer
loyalty as repeated purchasing behaviors in a narrow sense. Generally, customer loyalty stems from
customers’ approval of a brand, which leads to their continuously purchasing behavior of the brand and
thus generates profits for the company. In the brand image literature, brand image is perceived as an
important driving force of customer loyalty. For the supermarket industry, a favorable store image is very
helpful to foster customer loyalty. Even in the virtual context, the impact of brand image on customer
loyalty remains significant, and Merrilees & Fry (2002) verified their relationship through surveys at e-
commerce companies.
3. Factors affecting consumers’ purchasing decision
Consumer behavior studies individuals and groups when they select, purchase, use and dispose of
products, ideas, services or experiences. There is a huge variety of consumers from a small child asking
mum to buy a new game to an international corporation executive making a huge investment deal.
Consumers seek items to satisfy their basic needs and desires. Consumer behavior is much more than
studying what consumers buy. It attempts to understand how the decision-making process goes and how
it affects consumers’ buying behavior. (Solomon 2004, pp. 6-8.) Marketers study consumers buying
patterns to solve where they buy, what they buy and why they buy. However, why consumers buy a
specific product is not easy to solve because the answer is locked deep within the consumers’ mind.
(Kardes et al. 2011, p. 8; Kotler&Armstrong 2010, p. 160.) Generally consumers can be categorized to
individual and organizational consumers. Individual consumers try to satisfy their own needs and wants
by purchasing for themselves or satisfy the needs of others by buying for them. These individual
consumers can come from different backgrounds, ages and life stages. (Kardes et al. 2011, p. 8.)
A consumer’s buying behavior is influenced by cultural, social, personal and psychological factors.
Consumer behavior is a part of human behavior and by studying previous buying behavior; marketers can
estimate how consumers might behave in the future when making purchasing decisions. (Kotler
&Armstrong 2010, p. 160.) The following chapters focus on the social, personal and psychological
characteristics of consumer behavior.
3.1 Consumer’s Purchase Intention:
“Any person or organization that uses any service or commodity.” Consumer plays a vital role in the
economic system as he pays to buy the goods or services produced. If consumer demand is not there
producers will lose the motivation to produce and it will affect the economic system. Purchase intention
means to plan to buy a good or attain a service. It refers to the desire of a customer to buy a particular
product of a certain brand. The most recognized consumer purchase intention model was presented by
Engel, Blackwell and Miniard, 1995.
This model describes the purchase process in five stages:
1. Identification of the problem
2. Searching Information
3. Evaluating the substitutes
4. Making Decision
5. Behavior after Purchase
Engel, et al. divides the purchase intention into “Unplanned buying, partially-Planned buying and Fully
Planned buying”. Consumers sometimes buy on their gut feelings and the decision is made at the store.
This type of decision can be categorized into an unplanned buying decision. Partially-planned buying
means that consumers decide the product category before going to the store, and decide about the brand
after arriving at the store. Then comes the fully planned buying decision, it means the consumer decides
about the product and the brand before entering the store.
3.2 Influences on the Consumer’s Purchase Intention: The Marketing Dictionary says that the
consumer’s purchase intention is influenced by different external or internal factors. Which are?
3.2.1 Trigger: means anything that stimulates a consumer to buy a product of a particular brand. It may
be an attractive TVC, some special packaging or any particular attribute of the product which attracts the
customer towards the product.
3.2.2 Outcome Expectation: consumer’s expected outcome from a particular product or service from a
certain brand also affects his purchase intention.
3.2.3 Recommendation: a recommendation from the side of a worthy and reliable source can help the
customer to purchase the brand
3.2.4 Personal Association: customer’s emotional and personal association also affects his purchase
intention of buying any certain brand. A consumer’s purchase intention depends very much on the level
of satisfaction he expects and receives. If the brand satisfies the consumer he will become a regular buyer
of that particular brand but if not the consumer might engage in the negative marketing of the brand. Judith
and Richard (2002) have indicated that anticipated quality and brand faithfulness are profoundly
connected to each other and certainly influence the purchase intention. Another important factor that
affects the purchase intention is the perceived cost to be paid for the product. Price sensitive consumers
are attracted more towards the cheaper products but the consumers who prefer quality over the price are
less likely to buy low cost products regardless of its quality. These consumers think that only expensive
products are high quality. An attractive package also attracts the consumers towards the product a well
packed and well-advertised brand will always be preferred over a poorly packed product. Risk perception
of a consumer also influences his buying intention. Normally consumers are reluctant to buy local or
private products as the risk level is high in them. Therefore, they prefer to go for well-known international
or national brands as the risk factor in these products is far less than the private products. Consumer
behavior not only affects the need and intention to produce it also encourages the producer to innovate the
production. Before introducing any product a producer must have sound information about his consumer
and their buying behavior. A consumer goes through many steps while buying any product. The
understanding of consumer behavior helps the marketers to answer what, where, when, how and why of
the consumption of the product.
4. Brand Attitude towards advertising

In trying to understand what triggers consumer’s behavior, the role of attitude has been explored
By many researchers on which its importance has already been acknowledged. Today, research
On attitude has been expanded to include attitude that relates to product advertisements and
brands found in the marketplace as can be found in consumer behavior and communication
literature. Consumer’s attitude towards one object for instance is said to affect his/her attitudes
towards another object with which it is associated. As Hoyer et. al. (1997) explain, consumer’s
liking and affection of an advertisement (the liking can be due to any reason or reasons known
to) will eventually be transferred to the product’s brand.
In this study, we attempt to investigate if consumers’ attitude towards advertisements
that they are exposed (Aad) to have an influence over their attitude towards brand (Ab) and purchase
intention (PI). Although past studies have found linkages amongst the three variables
(Aad-Ab-PI), the said relationships were found to be casual in nature. Another reason for why
This study is conducted because past studies focus only on developed countries. Question
pertaining to whether the same relationship can be found if the investigation is carried out in
other countries (e.g. such as Saudi, a developing and under developed country) is yet to be
tested. Many of the past studies also do not use real product advertisement in their research
investigations. Thus, we think that there is a need for a revisit to test the said (Aad-Ab-PI)
relationships amongst the three variables focusing on a group of consumers from a developing
country (like India) as consumers. The use of a real selected product advertisement that
consumers in that country are familiar with this study.
Advertising has become one of the most important commercial activities in the modern competitive
environment. Companies spend a large part of their budget to produce and run advertisements for
promotions to communicate information about their company and products. Companies hope that
consumers will purchase their products due to the advertisements, which deliver messages about a certain
brand and its products. Thorson and Leavitt (1992) stated that the best prophet for purchase is advertising.
Technologies progress rapidly day by day, contributing to the constant renewal of and changes in
broadcasting forms. Among those forms, advertising media is widely used. Advertisements are useful for
the representation of a commodity’s image. They also act as announcements for the corporate image and
product positioning. Advertisements are a kind of persuasive communication that offers product
information to every consumer via institutions in charge of production or supply. In a complete study of
marketing and promotional activities, advertising usually plays the most important role. Therefore, the
advertising effect has become a key issue. Kotler (1997) pointed out in his study that advertising appeal
is the theme of an advertisement. To make the audience receive a necessary message, advertisers have to
put some driving power into the message. This driving power is appeal. Every advertising appeal
represents an attraction, which arouses consumers’ desires. What kind of advertising appeal design can
attract consumers more easily and effectively? To highlight a commodity image, many companies invite
famous stars to be their product spokespersons. It is easier for consumers to identify with celebrities.
Expert spokespersons help present product differences more effectively by combining their rich
professional knowledge with reasonably persuasive appeals. The right choice of advertising spokesman is
a critical element in successful advertising. Does an advertising spokesperson influence consumers’
attitudes or enhance purchase intentions? This is what this paper will explore. Advertising attitudes reflect
persuasive psychological effects and act as important indices for measuring advertising effects. Thus,
advertising attitudes create a certain influential power on purchase intentions, which is yet another
management issue we want to explore in this paper. Kotler (2003) divided advertising appeal into rational
and emotional appeals. Most studies have focused on the impacts of advertising appeal on attitudes or
purchase intentions. Few of them have compared rational appeal and emotional appeal and have
determined which one creates significant effects on advertising attitude more effectively. This induces the
first motivation for this study. Most studies have focused on the direct relationship between advertising
appeal or advertising spokespersons and purchase intentions, while few of them have examined the
relationship among advertising appeal, advertising spokesperson, purchase intentions, and attitude
simultaneously. Moreover, few researchers combined different approaches of advertising appeal with
different types of advertising spokespersons to determine which combination of appeal and spokesperson
is more effective in creating an impact on advertising attitudes. This is the second motivation of this study.
This study has four purposes: (1) to explore and compare the influence of different advertising appeals on
advertising attitudes and purchase intentions, (2) to study and compare the effect of different types of
advertising spokespersons on advertising attitudes and purchase intentions, (3) to research the influence
of different combinations of advertising spokespersons with advertising appeals on advertising attitudes,
and (4) to examine the impact of advertising attitudes on purchase intentions. Professional knowledge
with reasonably persuasive appeals. The right choice of advertising spokesman is a critical element in
successful advertising. Does an advertising spokesperson influence consumers’ attitudes or enhance
purchase intentions? This is what this paper will explore. Advertising attitudes reflect persuasive
psychological effects and act as important indices for measuring advertising effects. Thus, advertising
attitudes create a certain influential power on purchase intentions, which is yet another management issue
we want to explore in this paper. Kotler (2003) divided advertising appeal into rational and emotional
appeals. Most studies have focused on the impacts of advertising appeal on attitudes or purchase
intentions. Few of them have compared rational appeal and emotional appeal and have determined which
one creates significant effects on advertising attitude more effectively. This induces the first motivation
for this study. Most studies have focused on the direct relationship between advertising appeal or
advertising spokespersons and purchase intentions, while few of them have examined the relationship
among advertising appeal, advertising spokesperson, purchase intentions, and attitude simultaneously.
Moreover, few researchers combined different approaches of advertising appeal with different types of
advertising spokespersons to determine which combination of appeal and spokesperson is more effective
in creating an impact on advertising attitudes. This is the second motivation of this study. This study has
four purposes: (1) to explore and compare the influence of different advertising appeals on advertising
attitudes and purchase intentions, (2) to study and compare the effect of different types of advertising
spokespersons on advertising attitudes and purchase intentions, (3) to research the influence of different
combinations of advertising spokespersons with advertising appeals on advertising attitudes, and (4) to
examine the impact of advertising attitudes on purchase intentions.
5. Brand Recognition
Brand recognition is the extent to which a consumer can correctly identify a particular product or service
just by viewing the product or service's logo, tag line, packaging or advertising campaign. Brand
recognition can also be triggered via an audio cue, such as a jingle or theme song associated with a brand
Brand recognition requires the consumer to recall prior knowledge. To build brand recognition, an
organization must repeatedly provide consumers with a consistent visual or auditory learning experience.
Consider the case of television advertising. A brand who spends millions of dollars on a single television
commercial during the Super Bowl may be forgotten weeks after the game. However, a brand which uses
a Super Bowl commercial to reinforce a years-long advertising campaign will have higher brand
recognition.
Brand recognition is developed by reach, frequency and consistency. A useful tactic in advertising is for
a brand to develop a campaign around a concept or a character.
Examples include the “Can you hear me now?” campaign from Verizon. The Verizon commercials
featured the same “Test Man,” who would test wireless coverage by asking callers on the other end if they
could hear him. Other examples include “Flo,” a fictional salesperson who represents Progressive
Insurance and the GEICO Gecko, a fictional reptile who helps sell car insurance.
Examples of concepts or slogans that helped with brand recognition include “Just Do It” from Nike, “Got
Milk?” from the California Milk Processing Board and “Where’s the beef?” from fast food chain Wendy’s.
The “Got Milk?” campaign focused the branding on a beverage (e.g., milk), rather than the associated
Processing Board.
Brand recognition can be contrasted with brand awareness, which means the consumer knows that a
particular brand exists. Brand recognition has several advantages over brand awareness, including
consumer preference, loyalty and, in some cases, trust. Brand recognition can stem from positive or
negative associations. To gain confidence and advocacy from consumers, brand recognition should be
combined with brand equity. Brand recognition associated with negative opinions or feelings can serve
the opposite: decreased preference, adoption and loyalty.
Chapter 2.
Literature review
(Dolich, 1969; Fry and Claxton, 1971) A brand image consists of functional and symbolic brand beliefs.
A measurement technique using semantic differential items generated for the relevant product category
has been suggested for measuring brand image.
The studies conducted by Mitchell and Olson (1982) were among the first to demonstrate that the way
consumers assess an ad provides an impact on brand attitude above the ability of the ad to communicate
information on brand attributes. Both the attitude toward the brand and the purchase intention are
influenced, according to the above authors, not only by beliefs about the brand but also, to a considerable
extent, by the attitude toward the ad.
According to Park et al. (1986), the construction and maintenance of the brand image is prerequisite to
the brand management. Theoretically, all products and services could be demonstrated by functional,
symbolic or experimental elements, through which brand image is established. Up to now, scholars
haven’t come to an agreement on the definition of brand image. Throughout prior literature, researchers
define brand image mainly from four perspectives: blanket definitions, meanings and messages,
personification, cognitive or psychological elements.
Kotler and Armstrong (1997) concluded that consumer purchasing decisions take place over a period of
time. The overall goal during this decision process is to evaluate various alternatives and choose a product
that satisfies the consumer in an optimal way. Consumers get influenced by several major factors while
they make their decisions. These factors can be grouped as social, cultural, psychological and personal
factors.
Blackett and Robbins (2001) consistently said that the key drivers of demand for products are
awareness/familiarity, perceived quality, sales quality and price. These tool drivers influence the
perception of customers in terms of decision making.
Tan & Chia (2007) an article on “understanding media effect on attitudes towards advertising” analyzes
the relationship between the general attitude towards advertising and the attitude towards advertising in
print media and electronic media. In this study the researcher has adopt a questionnaire survey method.
Questions were related to Likert scale (5 point). The study reveals that media effects should not be ignored
when determining consumer attitude forward advertising. The study reveals that print media as a good
source for product information and TV as a source of entertainment
(Yaseen, 2011),Researcher wants to prove in their study the impact of brand awareness, perceived quality
and customer loyalty on purchase intention from reseller’s point of view and also focused on examining
the mediating role of purchase intention on the relationship of brand awareness and profitability. Data was
collected from 200 resellers and the Sobel test was used for mediator variables. The results concluded the
positive impact of brand equity on purchase decisions and also shows that purchase intention only
mediates the relationship of profitability and perceived quality.
Rieg, Denise Luciana ; Scramim, Fernando Cezar Leandro ; da Silva, Elaine Paola ; Rufino,
Fabiana Alves (2018) “The Influence of the Seller's Performance on the Consumer Purchase Of Clothes
and Personal Care, Toiletries and Cosmetics Products “.The objective of the research is to point out that,
in both sectors, most respondents go to explicit stores to make their own buys. Price, seller performance,
elegance, and brands are the main factors that influence consumers' decisions on which store to buy. They
additionally found that the customer decision-making process and client loyalty are impacted by vendor
performance. The parts of credibility, thoughtfulness regarding client needs, product information,
affability and consideration aspects of the supplier's performance that respondents considered most
significant in the two segments.
After understanding and evaluating the above research papers which were related to low involvement
products the researcher has come up with the gap to evaluate from the above literature as many research
has done on different factors and products but has not done on toothpaste, soap and shampoo which are
overuse products. To study the depth on the impact of brand image, factors important, brand recognition
and brand attitude towards buying toiletries products i.e. toothpaste, soap and shampoo, so researchers
have decided to do research on “consumer purchase intention towards low involvement products in the
region Mumbai with special reference to toiletries products i.e. toothpaste, soap and shampoo”.
Chapter 3.
Research Methodology
3.1 Research Problems
In the FMCG sector consumers play a major role, buying a tube of toothpaste versus a brand new car. You
would possibly habitually purchase your favorite toothpaste brand, not thinking much about the purchase
(engaging in routine response behaviour), however not be willing to change to a different brand either.
Buying a product of a known brand saves your “search time” and eliminates the analysis time as you
recognize what you’re buying.
While buying a low involvement product purchaser probably not purchase a brand many researchers has
done a research on low involvement products but no one has done research on soap, toothpaste and
shampoo. So researchers has decided to do research on purchase intention towards low involvement
products with toiletries products i.e., soap toothpaste and shampoo.
In this research the motive of the researcher is to identify the buying patterns, the factors important on
purchase, impact of brand image, the attitude towards brand advertising, and identifying impact of brand
recognition on purchase intention for buying low involvement products. Hence the title of the research is
“A study on consumer purchase intention towards low involvement products in the region Mumbai”
3.2 Objectives:
1. To determine the Buying pattern of consumer for low involvement products
2. To analyse the factors important on purchase for low involvement products
3. To measure the impact of brand image on purchase intention for buying low involvement products.
4. To identify the attitude towards brand advertising on purchase intention for buying low involvement
products.
5. To identify impact of brand recognition on purchase intention for buying low involvement products.
3.3 Research Design:
The research design used is single cross sectional descriptive research as there is a detailed study done on
low involvement products with variables on factors important, brand image, brand advertising and brand
recognition. As the questions were asked to only one sampling unit i.e. respondents who are above 18 uses
and buy the toiletries products like toothpaste, shampoo and soap and data was collected only once for the
said research.
3.4 Geographical Area of Study: The geographical area for this study was Mumbai.
3.5 Sampling Technique
In non- probability sampling technique the method used was convenient sampling technique as researcher
has selected respondent as per the convenience of location distance and availability of respondent.
3.6 Sample unit: The respondents who are above 18 of age uses and buy the toiletries products has been
used in this study.
3.7 Sample size: 206
3.8 Primary Data:
Raw data also known as primary data, is data (e.g., numbers, instrument readings, figures, etc.) collected
from a source. Raw data has not been subjected to processing, “cleaning” by researchers to remove
outliers, data entry errors or any analysis. Raw data can be imputed to a computer program or used in
manual procedures such as analyzing statistics from a survey. Qualitative and Quantitative data has been
collected through research study, survey questionnaire and interacting with buyers of toiletries products.
3.9 Secondary Data:
Secondary data refers to data that was collected by someone other than the user. Common sources of
secondary data for research include censuses, information collected by government departments,
organizational records and data that was originally collected for other research purposes. In this research
secondary data was compiled through research papers done on low involvement products, through the
internet, news articles.
3.10 Limitations of study
Although the aim of the study was to understand the consumer purchase intention towards low
involvement and the impact of various factors on buying the products were unavoidable limitations in
research. Due to constraints of time, the study was conducted in limited areas of Mumbai. The consumers
were above 18 hence getting them to give time and to make them answer our questions was difficult as
they would ignore and go or wouldn’t answer the questions asked.
Chapter.4
Analysis
Table 4.1 Customer profile
Variable Category Frequency Percentage (%)
Age Group Below 25 102 49.5
26-35 71 34.5
36-45 25 12.1
Above 45 8 3.9
Total 206 100
Occupation Student 67 32.5
Service 109 52.9
Housewife 17 8.3
Business 11 5.3
Others 2 1.0
Total 206 100.0
Family Size 1-5 130 63.1
6-10 69 33.5
11-15 7 3.4
Total 206 100.0
Family Income Less than Rs20000 60 29.1
Rs20001-Rs40000 80 38.8
Rs40001-Rs80000 25 12.1
Rs80001-Rs100000 28 13.6
Above Rs100000 13 6.3
Total 206 100
Source: Primary Data
Interpretation : From the above table it can be seen that the age group 49.5% of consumers is below 25
and 34.5% of consumers is under age between 26 to 35 and only 12.1% of consumers are come in age 36
to 45 and very few is 3.9% of consumers are under above 45 age old.
In occupation 32.5% of consumers being students and 52.9% of consumers is service persons and 8.3%
of consumers is housewives and 5.3% of consumers are business persons and the remaining 1% of
consumers belong to other professions.
In family size 63.1% of consumers have 1 to 5 members and 33.55 of consumers have 6 to 10 family
members and the remaining 3.4% of consumers have between 6 to 10 family members.
The monthly family incomes 29.1% of consumers have below Rs.20000/- of income and 38.8% of
consumers have Rs.20001 to Rs.40000/- and 12.1% of consumers have Rs.40001 to Rs.60000/- and 13.6%
of consumers have Rs.80001 to 100000/- and rest of 6.3% of consumers have above Rs.100000/- of
monthly family income.
Table 4.2.1 Frequency count of amount spent for purchasing soap, toothpaste & shampoo
Amount spent for % Amount spent for % Amount spent for %

purchase soap purchase toothpaste purchase
shampoo
less than Rs.50 59.2 less than Rs.100 35 less than Rs.200 47.6
Rs.51-Rs.100 26.7 Rs.101-Rs.150 43.7 Rs.201-Rs400 26.7
Rs101-Rs.150 11.2 Rs.151-Rs.200 18 Rs.401-Rs600 22.3
More than Rs.150 2.9 More than Rs.200 3.4 More than Rs.600 3.4
Total 100 Total 100 Total 100
Interpretation: From the above table it can be seen that 59.2% of consumers are spending less than Rs.50
on purchase for soap 26.7% of consumers are spending Rs.51 to Rs.100 on purchase for soap 11.2% of
consumers spending Rs.101 to Rs.150 on purchase for soap and remaining 2.9% of consumers spending
more than Rs.150 on purchase for soap.
35% of consumers are spending less than Rs.100 on purchase for toothpaste 43.7% of consumers are
spending Rs.101 to Rs.150 on purchase for toothpaste 18% of consumers spending Rs.151 to Rs.200 on
purchase for toothpaste and remaining 3.4% of consumers spending more than Rs.200 on purchase for
toothpaste.
47.6% of consumers are spending less than Rs.200 on purchase for shampoo 26.7% of consumers are
spending Rs.201 to Rs.400 on purchase for shampoo 22.3% of consumers spending Rs.401 to Rs.600 on
purchase for shampoo and remaining 3.4% of consumers spending more than Rs.600 on purchase for
shampoo.
Table 4.2.2 Frequency count of your purchase for soap, toothpaste & shampoo
Soap Toothpaste Shampoo

Frequency of
purchase
% % %
Once in a week 32 - -
Once in fortnight 24.8 29.1 23.8
Once in a month 36.9 48.1 46.6
Once in 2 month 4.9 16.5 21.8
Once in 3 month 1.5 6.3 7.8
Total 100 100 100
Interpretation: From the above table it can be seen that 32% of consumers are purchasing soap once in
a week 24.8% of consumers are purchasing soap once in fortnight 36.9% of consumers are purchasing
soap once in a month 4.9% of consumers purchasing soap once in 2 month and remaining 1.5% of
consumers are purchasing soap once in 3 month.
29.1% of consumers are purchasing toothpaste once in fortnight 48.1% of consumers are purchasing
toothpaste once in a month 16.5% of consumers purchasing toothpaste once in 2 month and remaining
6.3% of consumers are purchasing toothpaste once in 3 month.
23.8% of respondents are purchasing shampoo once in fortnight 46.6% of respondents are purchasing
shampoo once in a month 21.8% of respondents purchasing soap once in 2 month and remaining 7.8% of
respondents are purchasing shampoo once in 3 month.
Table 4.2.3 Cross tabulation between amount spent for purchase soap, toothpaste & shampoo and
age
Amount spent Amount spent Amount spent

Age for purchase % for purchase % for purchase %
soap toothpaste shampoo
Below 25 53.3 58.3 63.3
26-35 33.6 30.6 22.4
36-45 9.8 less than 11.1 less than 12.2
less than Rs.50
Rs.100 Rs.200
46-55 3.3 0 2
Total 100 100 100
Below 25 41.8 48.9 49.1
26-35 41.8 35.6 34.5
36-45 Rs.51-Rs.100 14.5 Rs.101-Rs.150 12.2 Rs.201-Rs400 10.9
46-55 1.8 3.3 5.5
Total 100 100 100
Below 25 43.5 37.8 23.9
26-35 26.1 35.1 56.5
36-45 Rs101-Rs.150 17.4 Rs.151-Rs.200 13.5 Rs.401-Rs600 13
46-55 13 13.5 6.5
Total 100 100 100
Below 25 66.7 28.6 28.6
26-35 More than 16.7 More than 57.1 More than 57.1
Rs.150 Rs.200 Rs.600
36-45 16.7 14.3 14.3
Total 100 100 100
Interpretation: From the above table it can be seen that 53.3% of the consumers who has the age group
below 25 are spending less than Rs.50 on purchase of soap 41.8% of the consumers who has the age group
between 26-35 spending Rs.51-100 on purchase of soap 17.4% of the consumers who has age group
between 36-45 spending Rs.101-150 on purchase of soap and 16.7% of the consumers who has age group
between 36-45 spending more than Rs.150 on purchase of soap.
58.3% of the consumers who has the age group below 25 are spending less than Rs.100 on purchase of
toothpaste 35.6% of the consumers who has the age group between 26-35 spending Rs.101-Rs.150 and
the same age group also spending Rs.151-200 on purchase of toothpaste 14.3% of the consumers who has
age group between 36-45 spending more than Rs.200 on purchase of toothpaste.
63.3% of the consumers who has the age group below 25 are spending less than Rs.200 on purchase of
shampoo 34.5% of the consumers who has the age group between 26-35 spending Rs.201-400 on purchase
of shampoo and 56.5% of the consumers with the same age group are also willing to spent Rs.401-Rs.600
14.3% of the consumers who has age group between 36-45 spending more than Rs.600 on purchase of
shampoo.
Table: 4.2.4 Cross Tabulation between amounts spent on purchase soap, toothpaste & shampoo and
monthly income level of family.
Amount spent for Monthly income level of family

purchase soap
less than Rs.20,001- Rs.40,001- Rs.80,001- Rs.1,00,001 Total

Rs.20,00 Rs.40,000 Rs.80,000 Rs.1,00,000 & above
0
less than Rs.50 29% 43% 13% 12% 3% 100%
Rs.51-Rs.100 33% 35% 7% 15% 11% 100%
Rs101-Rs.150 22% 39% 17% 13% 9% 100%
More than Rs.150 33% 0% 17% 33% 17% 100%
Monthly income level of family

Amount spent for less than Rs.20,001- Rs.40,001- Rs.80,001- Rs.1,00,001 Total
purchase Rs.20,00 Rs.40,000 Rs.80,000 Rs.1,00,000 & above
toothpaste 0
less than Rs.100 33% 39% 13% 11% 4% 100%
Rs.101-Rs.150 28% 42% 10% 14% 6% 100%
Rs.151-Rs.200 24% 32% 16% 16% 11% 100%
More than Rs.200 29% 29% 14% 14% 14% 100%
Amount spent for Monthly income level of family

purchase
shampoo
less than Rs.20,001- Rs.40,001- Rs.80,001- Rs.1,00,001 Total
Rs.20,000 Rs.40,000 Rs.80,000 Rs.1,00,000 & above
less than Rs.200 30% 40% 13% 13% 4% 100%
Rs.201-Rs400 29% 36% 13% 15% 7% 100%
Rs.401-Rs600 30% 39% 11% 13% 7% 100%
More than Rs.600 14% 43% 0% 14% 29% 100%
Interpretation: From the above table it can be seen that 43% of the respondent who has monthly income
level of family is Rs.20001-Rs.40000 spent less than Rs.50 on purchase of soap and 35% of the respondent
who has monthly income level of family is Rs.20001-Rs.40000 spent Rs.51-Rs.100 on purchase of soap
and 39% of the respondent who has monthly income level of family is Rs.20001-Rs.40000 spent Rs.101-
Rs.150 on purchase of soap.
39% of the respondent who has monthly income level of family is Rs.20001-Rs.40000 spent less than
Rs.100 on purchase of toothpaste and 42% of the respondent who has monthly income level of family is
Rs.20001-Rs.40000 spent Rs.101-Rs.150 on purchase of toothpaste and 32% of the respondent who has
monthly income level of family is Rs.20001-Rs.40000 spent Rs.151-Rs.200 on purchase of
toothpaste,29% of the respondent who has monthly income level of family is Rs.20001-Rs.40000 spent
more than Rs.200 on purchase of toothpaste.
40% of the respondent who has monthly income level of family is Rs.20001-Rs.40000 spent less than
Rs.200 on purchase of shampoo and 36% of the respondent who has monthly income level of family is
Rs.20001-Rs.40000 spent Rs.201-Rs.400 on purchase of shampoo and 39% of the respondent who has
monthly income level of family is Rs.20001-Rs.40000 spent Rs.401-Rs.600 on purchase of shampoo,43%
of the respondent who has monthly income level of family is Rs.20001-Rs.40000 spent more than Rs.600
on purchase of shampoo.
Graph 4.2.1
Interpretation: From the above table it can be seen that 66.7% of the respondent purchase goods from
kirana store as it is near to customer home 16% of the respondent purchase goods from particular store as
it has good quality of goods 13.3% of the respondent purchase from particular store as it has reasonable
rates 2.7% of the respondent purchase goods from particular store as it gives credit extension and 1.3% of
the respondent purchase goods from particular store for some other reasons.
29.8% of the respondent purchase goods from supermarkets as it is near to customer home 26.2% of the
respondent purchase goods from particular store as it has good quality of goods 39.3% of the respondent
purchase from particular store as it has reasonable rates 4.8% of the respondent purchase goods from
particular store as it gives credit extension.
48.4% of the respondent purchase goods from medical store as it is near to customer home 25.8% of the
purchase from particular store as it has reasonable rates and 3.2% of the respondent purchase goods from
particular store for some other reasons.
25% of the respondent purchase goods from kirana store as it is near to customer home 37.5% of the
purchase from particular store as it has reasonable rates and 18.8% of the respondent purchase goods from
particular store for some other reasons.
Table 4.2.5 Cross tabulation between source of information and ranking
Source of information
Rank TV Internet Newspaper Magazine Radio
1 54.4% 31.6% 9.2% 3.4% 2.4%
2 18.9% 32.5% 35% 7.8% 6.3%
3 18% 25.2% 43.7% 5.8% 6.3%
4 5.8% 5.3% 6.3% 43.7% 40.8%
5 2.9% 5.3% 5.8% 39.3% 44.2%
Total 100% 100% 100% 100% 100%

Interpretation: From the above table it can be seen that 54.4% of the consumer who get information from
the TV rank 1 as the most preferred source of information 32.5% of the consumer who get information
from the internet rank 2 as the preferred source of information 43.7% of the consumer who get information
from the newspaper rank 3 as the neutral preferred source of information 43.7% of the consumer who get
information from the magazine rank 4 as the least preferred source of information and the remaining
44.2% of consumer who get information from the radio rank 5 as the most least preferred source of
information.
4.3 Factors important on purchase for low involvement products
Graph 4.3.1
Interpretation: From the above graph it can be observed that Price is a most important factor for 64.60%
of the consumers, 48.50% which are maximum consumers giving important to discount & Offers, for
availability and packaging of soap, shampoo, toothpaste 38.30% and 40.30% of the consumers giving
important to packaging, 51% of the consumers given Quality (ingredients) as the most important factor as
well as Quantity factor & Brand Name is the most important factor for 38.30% and 45.60% of the
consumers which is maximum out of 100 consumers.
4.4 The impact of brand image on purchase intention for buying low involvement
products.
Graph 4.4.1
Interpretation: From the above table it can be seen that 88.30% of the consumers have a positive attitude
towards brand image and 11.70% of the consumers have negative attitude towards brand image.
Graph 4.4.2 Monthly income level of family & Brand Image
Interpretation: From the above table it can be seen that 30.20% of the consumers have positive attitude
towards brand image and 20.80% of the consumers have a negative attitude towards brand image whose
monthly income level of family is less than Rs.20000,39.60% of the consumers have positive attitude
monthly income level of family is between Rs.20001-Rs.40000,10.40% of the consumers have positive
attitude towards brand image and 25% of the consumers have a negative attitude towards brand image
whose monthly income level of family is between Rs.40001-Rs.80000,14.30% of the consumers have
positive attitude towards brand image and 8.30% of the consumers have a negative attitude towards brand
image whose monthly income level of family is between Rs.80001-Rs.100000,5.50% of the consumers
have positive attitude towards brand image and 12.50% of the consumers have a negative attitude towards
brand image whose monthly income level of family is more than Rs.100000.
Graph 4.4.3
Interpretation: From the above table it can be seen that 87.3%% of the consumers have positive attitude
age group is below 25,90.1% of the consumers have positive attitude towards brand image and 9.9% of
the consumers have a negative attitude towards brand image whose age group between 26-35,92% of the
consumers have positive attitude towards brand image and 8% of the consumers have a negative attitude
towards brand image whose age group between 36-45,75% of the consumers have positive attitude
towards brand image and 25% of the consumers have a negative attitude towards brand image whose age
group between 46-55.
Table 4.4.1
Dependent Independent Pearson’s Significance Results

variable variable correlation
coefficient Level
Amount spent on .073 .299 There is no relationship

purchase soap exist
The impact of
brand image
on purchase
Amount spent on .076 .278 There is no relationship
intention for
purchase exist
toothpaste buying low
involvement
products.
Amount spent on -.056 .423 There is no relationship
purchase exist
shampoo
Interpretation: From the above table it can be seen that the relationship between amounts spent on
purchase soap, toothpaste and shampoo with impact of brand Image does not exist.
Table 4.4.2

coefficient Level
Frequency of .190 .006 There is a positive relation with

purchase for 99% of confidence level and it
soap The impact of is weak in nature.
brand image on
purchase
Frequency of intention for .109 .120 There is no relationship exist
purchase for buying low
toothpaste involvement
products.
Frequency of .034 .623 There is no relationship exist

purchase for
shampoo
Interpretation: From the above table it can be seen that the relationship between frequency of purchase
for soap with impact of brand Image exists with the Pearson correlation coefficient value of 0.190 which
is weak in nature and the significance value of 0.006 at 99% of confidence level. As this relationship has
positive correlation value it indicates that these two variables are directly propionate to each other but the
relationship between frequency of purchase for toothpaste and shampoo with the impact of brand Image
does not exist.
4.5 Attitude towards brands advertisement for purchasing low involvement product
Graph 4.5.1
towards brand advertisement and 22.30% of the consumers have negative attitude towards brand
advertisement.
Graph 4.5.2
towards brand advertisement and 56.50% of the consumers have a negative attitude towards brand
advertisement whose age group is below 25,36.90% of the consumers have positive attitude towards brand
advertisement and 26.10% of the consumers have a negative attitude towards brand advertisement whose
age group between 26-35,11.90% of the consumers have positive attitude towards brand advertisement
and 13% of the consumers have a negative attitude towards brand advertisement whose age group between
36-45,3.80% of the consumers have positive attitude towards brand advertisement and 4.30% of the
consumers have a negative attitude towards brand advertisement whose age group between 46-55.
Graph 4.5.3
towards brand advertising and 32.60% of the consumers have a negative attitude towards brand
advertisement whose monthly income level of family is less than Rs.20000,41.90% of the consumers have
positive attitude towards brand advertisement and 28.30% of the consumers have a negative attitude
towards brand advertisement whose monthly income level of family is between Rs.20001-
Rs.40000,9.40% of the consumers have positive attitude towards brand advertisement and 21.70% of the
consumers have a negative attitude towards brand advertisement whose monthly income level of family
is between Rs.40001-Rs.80000,15.60% of the consumers have positive attitude towards brand
advertisement and 6.50% of the consumers have a negative attitude towards brand advertisement whose
monthly income level of family is between Rs.80001-Rs.100000,5% of the consumers have positive
attitude towards brand advertisement and 10.90% of the consumers have a negative attitude towards brand
advertisement whose monthly income level of family is more than Rs.100000.
Table 4.5.1

coefficient Level
Amount spent -.041 .558 There is no relationship exist

on purchase
soap Attitude
towards brand
advertising on
purchase
intention for
on purchase
buying low
toothpaste
involvement
products.

on purchase
shampoo
Interpretation: From the above table it can be seen that the relationship between amount spent on
purchase soap, toothpaste and shampoo with attitude towards brand advertisement does not exist.
Table 4.5.2

coefficient Level
Frequency of Attitude .097 .164 There is no relationship exist

purchase for towards brand
soap
advertising on
purchase
Frequency of intention for .165 .018 There is a positive relation with
purchase for 95% of confidence level and it
buying low
toothpaste is weak in nature.
involvement
products.
Frequency of .028 .689 There is no relationship exist

purchase for
shampoo
for soap and shampoo with attitude towards brand advertisement does not exist but the relationship
between frequency of purchase for toothpaste with attitude towards brand advertisement exists with the
Pearson correlation coefficient value of 0.165 which is weak in nature and the significance value of 0.018
at 95% of confidence level. As this relationship has positive correlation value it indicates that these two
variables are directly propionate to each other.
4.6 To identify impact of brand recognition on purchase intention for buying low
involvement products.
Graph 4.6.1
towards brand recognition and 22.8% of the consumers have negative attitudes towards brand recognition.
Graph 4.6.2
towards brand recognition and 66% of the consumers have a negative attitude towards brand recognition
whose age group is below 25,38.4% of the consumers have positive attitude towards brand recognition
and 21.3% of the consumers have a negative attitude towards brand recognition whose age group between
26-35,13.8% of the consumers have positive attitude towards brand recognition and 6.4% of the
consumers have a negative attitude towards brand recognition whose age group between 36-45,3.1% of
the consumers have positive attitude towards brand advertisement and 6.4% of the consumers have a
negative attitude towards brand advertisement whose age group between 46-55.
Graph 4.6.3
towards brand recognition and 27.7% of the consumers have a negative attitude towards brand recognition
whose monthly income level of family is less than Rs.20000,39.6% of the consumers have positive attitude
towards brand recognition and 36.2% of the consumers have a negative attitude towards brand recognition
whose monthly income level of family is between Rs.20001-Rs.40000,10.1% of the consumers have
positive attitude towards brand recognition and 19.1% of the consumers have a negative attitude towards
brand recognition whose monthly income level of family is between Rs.40001-Rs.80000,16.4% of the
consumers have positive attitude towards brand recognition and 4.3% of the consumers have a negative
attitude towards brand recognition whose monthly income level of family is between Rs.80001-
Rs.100000,4.4% of the consumers have positive attitude towards brand recognition and 12.8% of the
consumers have a negative attitude towards brand recognition whose monthly income level of family is
more than Rs.100000.
Table 4.6.1

coefficient Level

on purchase Impact of
soap
brand
recognition
on purchase
intention for
on purchase
involvement
products.
Amount spent -.181 .009 There is a negative relationship
on purchase with 99% of confidence levels
shampoo and it is weak in nature.
Interpretation: From the above table it can be seen that the relationship between amount spent on
purchase soap and toothpaste with impact of brand recognition does not exist but the relationship between
amount spent on purchase shampoo with impact of brand recognition exist with the Pearson correlation
coefficient value of -0.181 which is weak in nature and the significance value of 0.009 at 95% of
confidence level. As this relationship has negative correlation value it indicates that these two variables
are inversely propionate to each other.
Table 4.6.2
Pearson’s Significance
Dependent Independent
correlation Results
variable variable
coefficient Level
Frequency of There is no relationship exist

purchase for Impact of .093 .185
soap
brand
recognition
on purchase
intention for
purchase for .092 .188
involvement
products.
purchase for -.085 .225
shampoo
for soap, toothpaste and shampoo with impact of brand recognition does not exist
Findings
i. Maximum of the consumers spends least amount on purchasing toiletries products as it means
that consumers are less interested in brands because there is low risk for purchasing low
involvement products.
ii. Most of the consumers buy toiletries products monthly as today every member of the family is
working so no one gets time to buy frequently. They stock monthly as they get salary once in
a month.
iii. The age group below 25 to 35 millennial are active customers on buying toiletries as those age
groups includes new couples and single family with their children spends average money on
toiletries products & the age group between 36-45 age are least interested in buying toiletries
products so they purchase frequently.
iv. The consumers who have income between Rs.20001-Rs.40000 spends least amount on
purchasing toiletries products as it is a low risk products and can easily switch to different
brands with the less or no switching cost.
v. Most of the consumers preferred buying toiletries products from Kirana, supermarkets and
medical store. The key reason buying from kirana retail outlets as there is a familiarity with
kirana owners and it is near to home and also gets credit extension from them. The key reason
buying from supermarket as it gives huge offers and discount and it gives touch & feel of the
products, helps to evaluate from the competitive brands also one can spend quality time. The
key reason buying from medical store for a specific medical soap products like medimix,
Dettol, etc. as only few consumers buys toiletries products from online who don’t have a time
to shop.
vi. The best source of information is through TV, internet and newspaper. The key reason for
getting information from TV is the frequency of viewing by the consumers that majority of
viewers spent hours of their daily routine sitting in front of TV. The key reason for getting
information from internet as everything they're looking for is on the web. The key reasons for
getting information from newspapers because the consumer’s reads retention it’s also play an
important role in day to day life. The magazines, radio are least source of information because
consumers prefer fast, pre-chewed information and don't like to read long articles.
vii. The consumers consider price, quality and brand name as the most important factor for
purchasing toiletries product as consumers have already decided the maximum money to spend
on buying hence beyond that they don’t spend and also they expect discount and offers as
important factors before buying goods.
viii. Positive brand images improve perceptions of quality and benefits, reduce perceived risk and
softens the consumer tendency to evaluate only the basis of price. Taken together these factors
all improve consumer purchase intentions.
ix. Brand image does not depends on the amount spent on purchase of soap, toothpaste and
shampoo but it depends on frequency of purchase for soaps as consumers preferred the soap
which has good brand image as to avoid risk and the switching cost is not much.
x. The most of the consumers have a positive attitude towards brand advertisement as while
buying goods brand advertising plays an important role for taking a purchase decision.
xi. Attitude towards brand advertising does not depends on amount spent on purchase of soap,
toothpaste and shampoo but it depends on the frequency of purchase for toothpaste as while
buying toothpaste there is change in attitude as it encourages the consumers to use new
products with also no risk in prices as its gives a shiny teeth, with Ayurveda ingredients or by
the endorsement by the actors.
xii. The maximum consumer have a positive attitude towards brand recognition as while buying
goods a brand recognition helps a consumer to correctly identify a particular product or service
just by viewing the product or service's logo, tag line, packaging or advertising campaign.
xiii. Brand recognition does not depends on frequency of purchase for soap, toothpaste and
shampoo but it depends on amount spent on purchase for shampoo as to avoid risk so to find
better and better to get the best benefits from the products all time and also ready to spend most
amount of money .
Chapter 6
Conclusion
From the light of this study it was found out that low involvement products, as the name suggests, are
products where the consumer does not need to think too much before purchasing the product. There is not
much risk involved in low involvement purchase as a result of which decision making is much faster. The
research has been done on toothpaste, soap and shampoo which are overuse products. To study the depth
on the factors such as impact of brand image, brand recognition and brand attitude towards buying
toiletries products i.e. toothpaste, soap and shampoo, so researchers have decided to do research on
“consumer purchase intention towards low involvement products in the region Mumbai with special
reference to toiletries products i.e. toothpaste, soap and shampoo”.
The consumers consider price, quality and brand name as the important factor for purchasing toiletries
products as consumers have already decided the maximum money to spend on buying hence beyond that
they don’t spend and also they expect discount and offers as important factors before buying goods.
Positive brand images improve perceptions of quality and benefits, reduce perceived risk and softens the
consumer tendency to evaluate only the basis of price. Taken together these factors all improve consumer
purchase intentions.
The main utility of the study was the frequency of purchase for soap depends on brand image as consumers
are more involved as those bathing soaps with superior awareness with good brand image always grasp
greater attention of the targeted customers while buying the shampoo the consumers are more involved in
brand recognition . Consumers choose them carefully and do not chase the lowest prices and they buy
them at a high rate because they use them every day as to avoid risk so to find better and better to get the
best benefits from the products all time and while buying toothpaste the frequency of purchase depends
on attitude towards advertising as it encourages the consumers to use new products with also no risk in
prices as it gives shiny teeth, with Ayurveda ingredients or by the endorsement by the actors.
Chapter 7
Recommendation
Brand Recognition
The consumers are more involved in purchasing shampoo as it is high-involvement. Consumers choose
them carefully and do not chase the lowest prices and they buy them at a high rate because they use them
every day. So it is important for a brand to get their brand recognized. It is about the messages company
send to customers where brands should transmit them and repeating a consistent message. Regularly
refining the marketing materials will help the brand adapt with the changing marketplace.
All communications, advertising materials and websites coming from the company should distinctly
embody the brand in the same manner.
Shampoo migrated from a cleanliness product to a beauty product. Consumers now view their shampoo
choice as one that can make a difference in the way they look, smell, and feel. Under this new weight,
shampoo marketers should start positioning consumers as responsible for the health and beauty of their
hair.
Shampoo marketers should appeal primarily to users who self-love. Each should try to position itself as
the shampoo that will make the consumer’s hair look, feel, and smell the best. Although depending on the
audience, different brands may approach this vanity differently; their main objective is to portray hair that
is healthy and attractive. Commercials and print advertisements feature attractive, clean models with
enviable locks and lifestyles.
Attitude towards brand advertising

Nowadays each category of manufacturer can find substitute products advertisement. In this advertisement
change is the most important instrument which can create a clear cut difference in the mind of the
consumer. Advertising has an important role. Extensive empirical studies of advertising effects show that
it can boost sales immediately in about a third of all cases. It can also be shown to work in the long term
by making large numbers of consumers believe that the brand is unique. If its price goes up, more buyers
will be reluctant to give up and go to competitors: A process that reduces the brand’s elasticity of demand.
This means that successfully advertised brands can charge more than the competition, and they earn extra
profits that can be used to fund advertising.
Toothpaste advertising effectiveness pertains how well accompany advertising their products.
Small companies as well as big companies should use different types of strategies to measure toothpaste
advertising effectiveness. These measurements can be used with the help of print and electronic media
like TV, Radio, Newspaper, Mail etc. in present scenario advertising is the best way to build sales and
profit for all small and large companies. As company should focus on the features of the products, the
specialty and the fact of the products from the scientists and also with the celebrity endorsement which
will help the consumers to choose the brands.
Brand Image
So as per the study a bathing soap is more depend on brand image with a well-planned marketing
communication with a superior awareness level along with a quality product can attract more customers
towards the brand, thereby it will strengthen the word of mouth publicity thereby contributing positively
towards the brand and finally it will result in the selection of a particular bathing soap.
Thus more careful consideration must be made by the company in framing any marketing strategies for
their products. Those bathing soaps with superior awareness with good brand image, followed by excellent
word of mouth publicity, parent brand, and quality, advertisement and right celebrity always grasp greater
attention of the targeted customers.
Chapter 8
Bibliography
Mabkhot, H.A., Shaari, H., & Salleh, S.M. (2017). The influence of brand image and brand personality
on brand loyalty, mediating by brand trust: An empirical study. Journal Pengurusan, 50, 1-18.
Kotler, P. & Gary Armstrong, (2005). Principles of Marketing, Prentice Hall of India
Blackett & Robbin, The Write Press Journal, 2001 retrieved from writepress.co.uk.
Smith, D.C. and Whan Park, C. (1992) The Effects of Brand Extensions on Market Share and
Advertising Efficiency. Journal of Marketing Research, 29, 296
313. http://dx.doi.org/10.2307/3172741 [Citation Time(s):1]
https://gorollick.com/articles/press-release/the-importance-of-brand-recognition-in-the-consumer-
purchase-decision/
Woodside, A.G. and Wilson, E.J. (1985), “Effects of consumer awareness of brand advertising on
preference”, Journal of Advertising Research, Vol. 25, April, pp. 41-8.
Hogg, M.K., Bruce, M. and Hill, A.J. (1999), “Brand recognition and young consumers”, Advances in
Consumer Research, Vol. 26, January, pp. 671-4.
https://www.stephensonpersonalcare.com/blog/2017-04-18-category-insight-grow-your-business-
despite-declining-bar-soap-sales
https://www.twincraft.com/twincraft-skincare-blog/in-bar-soap-premium-products-and-natural-
ingredients-prevail-02-02-18
Customer Perceptions about Branding and Purchase Intention: A Study of FMCG in an Emerging Market
(2013) - Muhammed Irfan Tariq
Ehrenberg, ASC, Barnard, N, Kennedy, R, Bloom, H. Brand advertising as creative publicity. J
Advertising Res. 2002; 42:7–18. doi: https://doi.org/10.2501/JAR-42-4-7-18
Google Scholar | Crossref | ISI
West, G., Larue, B., Gendron, C., Scott, S. (2002). Consumer Confusion Over The Significance of Meat
Attributes: The Case of Veal. Journal of Consumer Policy. 25 (1), 65- 88.
Radder, L., Huang, W. (2008). High-Involvement and Low-Involvement Products A Comparison of Brand
Awareness among Students at A South African University. Journal of Fashion Marketing and Management. 12
(2), 232-243.
Chapter 9
Annexure
1. Name: _____________________________________________________________________
2. Age: ________________________________________________________________________
3. What is your occupation?

Student Housewife
Service Business
Others__________________________________
4. Monthly Income Level of family

a) Less than ₹ 20,000 d) ₹ 80,001-₹1, 00,000
b) ₹ 20,001-₹ 40,000 e) ₹ 1, 00,001 & above
c) ₹ 40,001-₹ 80,000
5. Members in the family: _____________________________
6. For the following category which brand are you aware of?
Sr.no Soap Toothpaste shampoo
1.
2.
3.
7. What is the range of price for the following category you purchase?
Soap Toothpaste for Shampoo for
(1 bar) (Small pack/ 200ml
Family pack) (small pack)
Less than ₹50 Less than ₹100 Less than ₹200
₹51 - ₹100 ₹101 - ₹150 ₹201 - ₹400
₹101 - ₹150 ₹151 - ₹200 ₹401 - ₹600
More than ₹150 More than ₹200 More than ₹600
8. What is the frequency of your purchase?

Soap Toothpaste Shampoo
Once in a week Once in fortnight Once in fortnight
Once in fortnight Once in a month Once in a month
Once in a month Once in 2 month Once in 2 month
Once in 2 month Once in 3 month Once in 3 month
Once in 3 month
9. From where would you like to buy the toiletries products?

a) Kirana store b) Super market like Big bazaar, D-mart, etc.
c) Medical store d) Online
10. What is your reason of purchasing from particular place?

Because it is near to your home
It has good quality of goods
Because of reasonable rates
It gives Credit extension
Any other ___________________________________________
11. While buying the soap, toothpaste and shampoo below is the importance so how will you rate the
following factors
Factors Most Important Neutral Somewhat Not at all
important important Important
Price
Discount
and offers
Availability
Packaging
Quality
(ingredients)
Quantity
Brand Name
12. What is the image of particular brand according to you?

(Strongly agree-5, agree-4, neutral-3, disagree-2, strongly disagree-1)
Statement Strongly Agree Neutral Disagree Strongly disagree
agree
I feel this brand is heritage and
traditional
I feel this brand is
contemporary/latest
I feel this brand is worthy for me
I feel this brand represent the high
quality
I feel this brand is prestigious/well
known
I feel pleased/satisfied when I buy
the product of this brand
13. How well you can recognize the brand?
Statement Strongly Agree Neutral Disagree Strongly disagree
agree
Without reading the name I can
identify the brand
By seeing the color I can identify
the brand
Without looking the color of the
packaging I understand which
brand it is
The music of the particular brand
advertising helps me in recalling
the brand
I know which celebrity endorses
my brand
14. Please rank the following medium on the basis of source of information
(1-being the best, 5-being the least)
Sources Rank
TV
Radio
Newspaper
Magazine
Internet
15. There are the following attitudes towards brand advertising you form before buying the products.
Strongly Agree Neutral Disagree Strongly
Statement
agree disagree
I learned something from soap, toothpaste,
shampoo advertisement that I didn’t know
before about this brand
Brand advertisement reminds me some
important factors about the product which
I already knew.
Advertisement gives me better
information which helps me in comparing
my brand with other competing brand on
matters that are important to me
I think that brand advertisement are a good
source for getting timely information
Brand advertisement gives false about the
product/brand
Advertisement sometimes teaches me
something new which I didn’t know
before about this brand
While I watch brand advertisement, I
thought how this brand might be useful to
me.
Brand advertisement do not reminds me
any experience or feeling
Whenever I think of the brand, I think of
its advertisement

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University of Mumbai

GNVS Institute of Management

Final Year Project Report A.Y.

(Priyanka Ghanshyam Gupta)

Signature of Internal Guide Signature of External Examiner

College seal Signature of Director

I am grateful to GNVS Institute of Management for giving me an opportunity to

I am indebted to my Guide (Dr. Sneha Amre), GNVS Institute of Management, for

Place: Mumbai Date:

Signature of the student

(Priyanka Ghanshyam Gupta)

1.1 About involvement

1.2 Low involvement

1.3 Brand image and consumer behavior

1.4 Factor affecting consumer’s purchasing decision

1.5 Brand attitude towards advertising

1.6 Brand recognition

Degree Product or Examples

Low involvement Short life Fast moving consumer goods.

Medium involvement Medium Furniture, crockery, ordinary medical

High involvement Long Automobiles, surgery, purchase of

Customer involvement can be primarily divided into three types

1.3 Enduring involvement

1.4 Situational Involvement

When a customer takes interest in your brand due to situation fit.

1.5 Response Involvement

Here are some

2. Low risk factor

3. Not much differentiation

5. Availability and distribution

2.1. Brand Image and Consumer Behavior

2.2. Impact of Brand Image on Consumer’s Behavioral Intention

3. Factors affecting consumers’ purchasing decision

3.1 Consumer’s Purchase Intention:

This model describes the purchase process in five stages:

1. Identification of the problem

3. Evaluating the substitutes

5. Behavior after Purchase

4. Brand Attitude towards advertising

1. To determine the Buying pattern of consumer for low involvement products

2. To analyse the factors important on purchase for low involvement products

3.5 Sampling Technique

3.7 Sample size: 206

3.8 Primary Data:

3.9 Secondary Data:

Variable Category Frequency Percentage (%)

Age Group Below 25 102 49.5

Total 206 100

Occupation Student 67 32.5

Service 109 52.9

Total 206 100.0

Family Size 1-5 130 63.1

Total 206 100.0

Family Income Less than Rs20000 60 29.1

Above Rs100000 13 6.3

Total 206 100

Source: Primary Data

Amount spent for % Amount spent for % Amount spent for %

Rs.51-Rs.100 26.7 Rs.101-Rs.150 43.7 Rs.201-Rs400 26.7

Rs101-Rs.150 11.2 Rs.151-Rs.200 18 Rs.401-Rs600 22.3

Total 100 Total 100 Total 100

Source: Primary Data

Soap Toothpaste Shampoo