A Project Report On

“THE IMPACT OF AD COMMERCIALS ON

CONSUMER’S BUYING PREFERENCE”

SUBMITTED BY
SHIVAM SRIVASTAV

UNDER THE GUIDANCE OF

DR RAJESHWARI SHAH

SUBMITTED TO
INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA

SUBMITTED IN PARTIAL FULFILMENT OF

POST GRADUATION IN DIPLOMA

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA

(2020-2022)

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 INDEX

Sr no. Title Page No.

1. INTRODUCTION 3

2. RATIONALE STUDY OF AN AD COMMERCIAL 4

3. RATIONALE STUDY OF AN EARBUD BRAND 5

4. OBJECTIVES 6

5. DATA ANALYSIS AND FINDINGS 7

6. RESEARCH QUESTIONS 9

7. SUGGESTIONS 14

8. CONCLUSIONS 15

9. REFERENCE 16

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❖ Introduction

The aim of this research is to see how an advertisement for the brand OnePlus's
product (Ear Buds) raises awareness and affects customers. The study determined
whether consumers are aware of Ear Buds or only know about headphones and
earphones as a result of this. This has resulted in the importance of earbuds in
today's world, as well as the number of people who use them. Public opinion or
consumer input in relation to the brand and the product helps to make improvements
or innovate the product and will also help to measure consumer satisfaction among
current customers, to analyse these some conceptual concepts used in the data,
Measuring the buying behaviour of the consumer taken both online and offline
before buying the product. As a consequence, this may involve reacting to social
media posts or taking a range of acts, as well as customer desires for the brand and
product.

❖ Rationale study of an Ad Commercial

The aim of advertising is to educate or inform the general public about a product.
The appeal is the most critical part of advertising since it is what draws customers'
interest. The advertisement campaign was successful in raising awareness of the
client's brand or service. It has three key goals: to educate, convince, and remind
people. Informative advertising primarily raises name, product, service, and concept
awareness. An advertisement should include certain basic elements, such as how the
product or service satisfies the need, and it should do so in an engaging and
personalised manner.

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❖ Rationale of studying an earbud brand

In 2019, the global earphones and headphones market was valued at USD 11,200.3
million, with a forecast of USD 11,906.3 million by 2020. It is extremely valuable
in the industry.

We've used the One Plus brand, which is a Chinese consumer electronics
manufacturer based in Shenzhen. Over the past few years, OnePlus has established
a good reputation and has a wide following. Another feature that they have for their
customers is software updates on a regular basis. After Apple, OnePlus has a 62
percent loyal fan base in India. OnePlus put in a lot of effort to make the
headphones consistent with its former customer base, and has since launched
firmware updates for most Android phones. By judging their impressive feature set,
their earbuds' pricing is also fair.

Conceptual information’s used in the data

Consumer Opinion

Consumer opinion is made up of the majority of people's preferences, needs, and

thoughts. It is the people of a society's collective opinion on a subject.

Consumer preference:

Consumer preference is characterised as an individual's subjective preferences as

measured by their satisfaction with products purchased after they have been
purchased.

Buying behaviour

Buyer behaviour refers to people's decisions to purchase goods or services for their
own use. It's sometimes referred to as "market purchasing conduct." Any marketing
process is guided by the behaviour of customers.

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The Product

A product in marketing is something that can be sold to a consumer to meet a need.

Every product has a cost, and every product has a price. There are seven different
types of goods:

The Brand

A brand is a name, tag, emblem, or combination of these elements used to

distinguish products or services or to set them apart from competitors. To
distinguish themselves from others, the brand ONE PLUS has a unique logo, theme,
and identity.

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❖ Objective Of Research
➢ To find out what the public thinks about the commodity.
➢ To compare and contrast the purchasing habits of online and offline shoppers.
➢ To have a better understanding of the consumer's brand preference

With the subject of a live analysis, to better understand how advertisements

influence consumer purchasing decisions.

Research questions:

For the research questions we have the followed 4p’s technique.

1. Product: How likely are you to buy the earbud of the One plus brand?
2. Price: How likely are you willing to buy an earphone belonging to the
following range?
3. Promotion: how likely are you to buy products endorsed by Influencer, user,
celebrity and personality.
4. Personality: How likely are you to going to buy the earbuds online?

From the unstructured questionnaire:

To achieve the goal, qualitative data is gathered by interviewing customers in an

offline environment. I conducted an offline interview with three people, and based
on their responses, I concluded that they strongly prefer the ONE PLUS brand, and
that one of them has used and continues to use ONEPLUS mobiles. And neither of
them had any complaints about their services; in fact, because of the way
ONEPLUS launched their brand, it has a huge following among their customers.
From what I've gathered, they mostly liked the functionality that this brand offers,
and the services they provide are excellent.

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❖ Findings and suggestions:

DATA Collection procedure

We gathered data via two phases of questionnaires,

1) Google Form
2) Interview

Scale: ALL VARIABLES

Case Processing Summary

N %

Valid 137 99.3

Cases Excluded 1 .7

Total 138 100.0

Reliability Statistics

Cronbach's Alpha Cronbach's Alpha Based on N of Items

Standardized Items

.602 .690 7

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❖ Data Analysis

The survey, which was conducted using SPSS software, yielded a reliability of 0.69.
The majority of the respondents are male, with 61.3 percent being male and 38.7%
being female, according to the data we gathered. The majority of the people in this
age group are between the ages of 20 and 30. For the price range, 36.6 percent
prefer the 1000-2000 segment.

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❖ RESEARCH QUESTIONS (SURVEY QUESTIONS)

1). How likely are you to buy the earbud of One plus brand.
Rate according to your preference.

2). How likely are you to buy an earbud belonging to the

following price range. (In Rupees).

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3). How likely are you to buy a product endorsed by the following ?

4). How likely are you going to buy the earbud onlin

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 5). What gender do you identify yourself with ?

6). What is your age ?

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 7). What is your monthly income in Rupees?

8). What is your marital status?

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9). What is your profession?

The data collected from the respondents.

There are 138 user responses in total, with 61.3 percent being male and 38.7%
being female. The majority of respondents are between the ages of 20 and 30,
accounting for 83.8 percent of the total.

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❖ Suggestion
As a result of the results from the data above, the recommendation is to make advertising
advertisements more appealing to the viewer, not only for the younger generation, but for all
generations, in order to expand the brand's scope and raise awareness. The majority of
respondents prefer headphones and earphones over earbuds, so the brand should consider this.
When creating an advertising, one should also consider important considerations such as
whether the advertisement is trustworthy, understandable, memorable, and appealing.
However, the memorable factor is missing in this OnePlus commercial.

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❖ Conclusion
The assignment planned to understand the impact of promotions on clients buying tendency.
For this we have examined impact of video business, purchaser lead and client evaluation or
analysis about the thing Earbud. Some lead to change in buyer direct while seeing the business
and fundamentally of the respondents is apparently unique and taught while seeing the
advertisement of the OnePlus. Through verbal and non-verbal correspondence of the
respondent shows that the age bundle matter if there ought to be an event of thoughtfulness
regarding the brand. The individual who are under 30 get some answers concerning the
OnePlus brand and the new thing like earbud anyway the individual who are senior or more 35
years found oblivious to the thing at this point not the brand, yet rather they are also obligated
to slant toward earphone or headphone more than earbud, some thought it might fall and
presumably will not fill in as the contraption is far off. In this manner it shows that business
advancement impacts more to the buyer if there ought to emerge an event of reacting into the
purchaser's cerebrum. The purchaser feels convinced about the expense of the thing and the
commitment if the thing is moderate and keeping an eye on the buyer's necessities. Some are
set up to buy on the web and altogether set up to buy separated resulting to seeing the
Advertisement. Purchaser's buying conduct right now moving from customary notification to
the latest development and gadgets by adding new factors that makes by customer's response
since it will examine the choice communication of the clients.

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❖ References:

1.https://en.wikipedia.org/wiki/OnePlus

2.https://bizfluent.com/info-8698883-definition-consumer-
preference.html#:~:text=Consumer%20preference%20is%20defined%20as,utili
ty%20compares%20between%20different%20items.

3. https://courses.lumenlearning.com/boundless-marketing/chapter/what-is-a-
product/

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