ASSOCIATION OF ADVERTISEMENT AND CONSUMPTION

BEHAVIOR

(An Evidence of Litchi Juice)

A Business Research Project Report (RES 450)

Submitted to:

Kathmandu University

In Partial Fulfillment of the requirement for the degree of

BACHELORS OF BUSINESS ADMINISTRATION

Submitted by:
Subhashini Karmacharya

KU Registration Number: A019154-14

Under the Supervision of

Mr. Avijit Thapa

Full Time Faculty

Hattiban, Lalitpur

June, 2018
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ACKNOWLEDGEMENT

The success and final outcome of this project required a lot of guidance and assistance
from many people and I am extremely privileged to have got this all along the completion
of my project. All that I have done is only due to such supervision and assistance and I
cannot express enough gratitude for their continued support and encouragement.

Firstly, I would like to express my deepest gratitude to Little Angels’ College of

Management for providing this golden opportunity to undergraduates to conduct a
research on their own. Therefore, I am extremely pleased to be a part of it.

I would like to express my sincere gratitude to Mr. Mitra Bandhu Poudel, principal of
Little Angels’ College of Management for providing us with ample amount of support,
motivation and encouragement.

And I would like to acknowledge my supervisor, Mr. Avijit Thapa for guiding me
through this research work. I am greatly indebted for his constant support and for being
my mentor.

My acknowledgement would not be complete without thanking our research coordinator,

Mr. Bibhav Adhikari. I would like to express my profound gratitude for his precious time
and scholarly knowledge.

I would like to express my sincere gratitude to Mrs. Rupkesari Ulak, teacher of Sharada
Secondary School for providing her precious time to translate and edit the survey
questionnaire in Nepali Language.

And I would also like to thank the respondents from the bottom of my heart for actively
participating in the survey.

Finally, I would like to express my deepest gratitude to my family without whom none of
this would have been possible. And I would also like to thank my friends for their
constant support throughout my research period.
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DECLARATION

I, Subhashini Karmacharya, hereby declare that the business research report entitled
association of advertisement and consumption behavior (an evidence of litchi juice)
submitted to Little Angels’ College of Management in the partial fulfillment of the
requirement for the award of Bachelors in Business Administration (BBA) is a genuine
work done originally by me under the strict supervision and guidance of the respective
supervisor. All sources of information referred in this work are acknowledged with
reference to the respective authors.

The content included in this research has not been submitted to any other University or
Institution for the award of degree. This research is my original work and it has not been
presented earlier in this manner. The author is not liable, legally against the results and
decisions made based on the responses received from the questionnaire.

Subhashini Karmacharya

BBA 2014-2018

Registration Number: AO19154-14

Little Angels’ College Of Management (LACM)

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RECOMMENDATION
 iv

TABLE OF CONTENTS

ACKNOWLEDGEMENT ................................................................................................... i
DECLARATION ................................................................................................................ ii
RECOMMENDATION ..................................................................................................... iii
LIST OF TABLES ............................................................................................................. vi
LIST OF FIGURES .......................................................................................................... vii
LIST OF ABBREVATIONS ........................................................................................... viii
EXECUTIVE SUMMARY ............................................................................................... ix
CHAPTER I ........................................................................................................................ 1
INTRODUCTION .............................................................................................................. 1
1.1 Background of the Study ........................................................................................... 1
1.2 Statement of the Problem .......................................................................................... 4
1.3 Objective of the Study ............................................................................................... 4
1.4 Research Question ..................................................................................................... 5
1.5 Significance of the Study .......................................................................................... 5
1.6 Delimitation of the Study .......................................................................................... 6
1.7 Organization of the Study ......................................................................................... 6
CHAPTER II ....................................................................................................................... 7
REVIEW OF LITERATURES ........................................................................................... 7
2.1 Introduction ............................................................................................................... 7
2.2 Theoretical Review ................................................................................................... 7
2.2.1 Lavidge and Steiner Theory ............................................................................... 8
2.2.2 Definitions .......................................................................................................... 9
2.3 Empirical Review .................................................................................................... 11
2.3 Conceptual Framework ........................................................................................... 24
2.3.1 Variable Definition ........................................................................................... 25
2.4 Research Gap........................................................................................................... 26
RESEARCH METHODOLOGY...................................................................................... 27
3.1 Research Design ...................................................................................................... 27
3.2 Types of Research ................................................................................................... 27
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3.3 Sampling Area ......................................................................................................... 28

3.4 Population and Sample size .................................................................................... 28
3.5 Data collection Tools and Techniques .................................................................... 28
3.6 Statistical Tool......................................................................................................... 29
3.7 Software Analysis ................................................................................................... 29
3.8 Reliability analysis .................................................................................................. 29
3.9 Ethical Consideration .............................................................................................. 30
CHAPTER IV ................................................................................................................... 31
RESULTS ......................................................................................................................... 31
4.2 Descriptive Analysis ............................................................................................... 31
4.2.1 Demographic characteristics............................................................................. 32
CHAPTER V .................................................................................................................... 41
SUMMARY, DISCUSSION AND IMPLICATION ........................................................ 41
5.1 Introduction ............................................................................................................. 41
5.2 Summary ................................................................................................................. 41
5.3 Discussion ............................................................................................................... 43
5.4 Implications ............................................................................................................. 45
REFERENCE………………………………………………………………………….....47

APPENDIX A ................................................................................................................... 50
ANNEX A ......................................................................................................................... 58
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LIST OF TABLES

Table: 3. 1: Five-point Likert Scale .................................................................................. 29

Table 3. 2: Reliability ...................................................................................................... 30

Table 4. 1 General Profile of the Respondents ................................................................ 32

Table 4. 2 Influence of Different types of Ads on Consumers ........................................ 33
Table 4. 3 Ranking Scale ................................................................................................. 34
Table 4. 4 Customer Preference in an Advertisement ..................................................... 35
Table 4. 5 Importance of Advertisement and its Effect on Consumers ........................... 37
Table 4. 6 Association of types of Ad and Consumption of Litchi juice......................... 39
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LIST OF FIGURES

Figure 2. 1 – Diagram of Conceptual Framework ............................................................ 24

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LIST OF ABBREVATIONS

LACM: Little Angels’ College Of Management

FMCG: Fast Movable Consumer Goods

KU: Kathmandu University

SD: Standard Deviation

SPSS: Statistical Package for the Social Science

Ad: Advertisement

DAGMAR: Defining Advertising Goals for Measured Advertising Results

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EXECUTIVE SUMMARY

This research paper aims to analyze the association of advertisement and consumption
behavior in Pran Litchi Juice. This is a quantitative descriptive research where census
method was used for collecting the data from the respondents. The primary data were
collected through distributed questionnaire to 108 respondents.

In this research, questionnaire was designed using a reference from previous studies
keeping objectives and problem in mind. The main objective of the research was to
analyze the effect of advertisement on consumption behavior. The independent variables
that are incorporated in this research are T.V ad, digital ad, print ad and outdoor ad.

The questionnaire was designed on the basis of single response, ranking scale and Five-
point Likert scale to find out the effect of advertisement on consumption behavior. SPSS
was used to generate the results from the obtained data. After collecting and analyzing
the primary data descriptive statistics (mean standard deviation), frequencies, chi-square
was used to analyze the data.

The data analysis has helped the present researcher to claim that advertisements (such as
print ads, TV ads, outdoor ads, digital ads) have no significance in consumption behavior.

The results of this study hold essential practical implications. The result of this study has
highlighted the consumption behavior among the respondents.
 CHAPTER I

INTRODUCTION

1.1 Background of the Study

Advertising is influencing the buying behavior of customers or clients by providing a

persuasive selling message about the products and services. In business, the goal of
advertising is to attract new customers by defining the target market and reaching out to
them with an effective ad campaign (Ward, 2018).

The word “advertising” has been derived from the latin term “advertere” that means “turn
to” or “turning the attention towards the product”. Advertisement is the art of making
yourself and your product known to the world in such way that desire for buying that
product is created in the hearts of the people.

“Advertising is all forms of non-personal presentation, promotional ideas, promotion of

goods or services performed by the sponsor who paid”. (Kotler, 2005).

Basically, advertising is the business of drawing people’s attention to a good or a service.

Additionally, the purpose could be to promote a cause or movement. The most widely
accepted definition of advertising is the one which is given by the American Marketing
Association, according to which, “Advertising is the placement of announcements and
persuasive messages in time or space purchased in any of the mass media by business
firms, non- profit organizations, government agencies, and individuals who seek to
inform and/or persuade members of a particular target market or audience about their
products, services, organizations, or ideas.” (Kazmi & Batra, 2008)

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Advertising is done to create likeness, attraction and influence buying behavior in
positive way. Attitude-towards-the ads, is an interesting theory of advertising often used
to understand the buying behavior. Effective advertisement influences the attitude
towards brand and finally leads to purchase intention. (Goldsmith & Lafferty, 2002)

It is a structured and composed non-personal communication of information, usually paid

for and persuasive in nature about products and services by identified sponsors through
various mass media, including traditional media such as newspapers, magazines,
television, radio, outdoor advertising or direct mail; and new media such as search
results, blogs, social media, websites, or text messages. The short form of advertisement
is known as “ad” or advert. Commercial ads aim to stimulate consumption of their
products or services through “branding”, which associates a product name or image with
certain qualities in the minds of consumers.

Advertising is an important mechanism by which firms are able to communicate with

their current and potential consumers. An advertising campaign may satisfy a multitude
of objectives for a firm. Namely, advertising can be used to create awareness for a
product or brand. It may be used to inform consumers about the usage, features and
benefits specific to a brand or a given product, or generate favorable attitudes and
preferences amongst consumers. All these objectives enhance consumers’ response
towards the firm in the long run. Besides commercial aspect, it is also used for social
cause like saving street animals, environmental hazards. All these objectives enhance
consumers’ response towards the firm and its products/brands, and in turn, advertising
helps to achieve sales for the advertised firm in the long run. Besides commercial aspect
of the advertisement, it is also used for social cause like saving street animals,
environmental hazards.

The evolution of advertisement dates back to ancient times when wall or rock painting
was a form of ancient advertising for commercial purpose. In Europe, when the majority
of population was illiterate, instead of letters, images associated with their trade would be
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used as, a boot, suit, hat et cetera. In today’s modern time, advertisements have become
one of the major sources of communication tool between the manufacturers and users.
Thomas J. Barrat from Britain is called the father of modern advertising. He is known for
creating effective advertising campaign. Likewise, Benjamin Franklin is known for his
readable ads with larger headlines and fonts.

As the economy expanded the world, so did advertising. The manufacturer changed their
focus from product orientation to sales orientation and developed new products and
strengthened their sales-force, packaged and branded their products and executed national
branding advertising- Coca cola, Kellog’s, Campbell, Wrigley’s. Radio became the
primary means of communications. In the industrial stage, advertising entered its golden
era, focused on product features that implied social acceptance, style, luxury. The
explosion of technology during the global interactive age affected advertising- cable TV,
satellite receivers. And slowly, advertising agencies came into existence – Leo Burnette,
David Ogilvy, Bill Bernbach built their agencies and advertising became more organized
and planned. Benjamin Franklin is known as the innovator of advertising art who made
more readable ads by using larger headlines and fonts.

Today, advertising is a multi-billion industry, employing hundreds of thousands of people

and affecting the lives of people around the world. Yet, given the advertising clutter has
increased tremendously, and stronger than ever, it is very important for businesses to
differentiate themselves from competitors by setting up an even stronger, entertaining and
innovative advertisement messages, as well as the support of various events. Companies
spend billions of dollars on marketing strategies in order to stay key players in their
industry.

This research is focused on how inclined and dependent consumers are on ads when it
comes to buying products. This is an important issue to address because advertisement is
a powerful force in terms of its persuasiveness and functions a critical social role. The
main aim of this research is to identify what drives the consumers to get a certain product

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and how heavily are they affected by the ads they see. It is also hoped that this research
will help discover if ads are the primary reason for the consumption of goods.

1.2 Statement of the Problem

Advertising is useful to consumers because it supplies them with information that helps
them make choices among various companies’ products and services based on their
specific needs. However, in today’s technological era where on one hand it has made
marketers easier to reach the targeted audience. On the other hand customers are flooded
in with numerous ads with variety of options to choose from and to create an impact on
today’s educated and smart consumers seems a real challenge and people do tend to
switch to other channels when an advertisement pops up, in such cases how can we say
that advertisement serves its purpose of increasing consumption. In response to this
problem, this study proposes to investigate the effect of advertisement on consumption
buying behavior.

1.3 Objective of the Study

The general objective of the study is to analyze the effect of advertisement on the
consumer behavior. And the specific objectives of the study are:

To examine the impact of advertisement on consumption of litchi juice.

To examine the impact of T.V ad on consumption of litchi juice.

To examine the impact of Digital ad on consumption of litchi juice.

To examine the impact of Print ad on consumption of litchi juice.

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 To examine the impact of Outdoor ad on consumption of litchi juice.

1.4 Research Question

The research question of the study is:

To what extent has advertisement affected the consumers’ buying behavior?

1.5 Significance of the Study

This study will be significant in analyzing if advertisement actually affects the

consumption behavior. If it does, how heavily do consumers rely on advertisements
before choosing a product. What are the factors that make them select a product and
discard another among two alternatives. Moreover, this study intends to know how
updated are consumers about the advertisements to the present day when people watch
less TV than before. This research work will study on the impact of advertising campaign
of Pran litchi juice on buying behavior of consumers. Advertising has made a big impact
on consumer buying behavior. The main aim of this research is to identify the impact of
advertising campaign in consumer buying behavior. Efforts will be put to measure the
significance of the relationship between advertising campaigns and consumer buying
behavior.

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1.6 Delimitation of the Study

Data will be collected through questionnaire and quantitative research.

The research will be focused mainly on the consumption of litchi juice.

The findings and conclusions will be based on knowledge and experience of the
respondents sometimes may be subject to bias.

Limited identification of variable and limited data will be used.

Only descriptive statistical tool will be used to analyze the collected information.

1.7 Organization of the Study

Chapter one includes background of the study, statement of the problem, objectives of the
study, research questions, significance of the study, and delimitation of the study.
Whereas, chapter two consists of chapter introduction, relevant theoretical review, review
of literature, conceptual framework, and research gap. Chapter three includes types of
research, sampling area, population and sample size, sampling techniques, survey
techniques, statistical tool, software analysis, objectivity, and ethical consideration.
Chapter four includes results of the study. Chapter five includes chapter introduction,
summary, discussion, implications and suggestions.

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 CHAPTER II

REVIEW OF LITERATURES

2.1 Introduction

The literature review presents from journal articles, working paper and thesis related to
research topic. The articles were reviewed from primary source and they are from
international research paper.

2.2 Theoretical Review

Advertising is a communication technique that involves running a complex persuasive

process, for whose realizations are used a number of specific tools, able to cause
psychological pressure on the concerned public. The initiator of the advertising
communication actions is the sponsor, who in order to achieve communication
objectives, wants to send an impersonal message to a well-defined audience regarding the
enterprise, its products or services. (Popescu, 2004). Advertising, mass media advertising
to be more precise, has played a major role in business to consumer marketing, and
enabled companies to meet communication and other marketing objectives. (Poh &
Adam, 2007). The persuasive effort in advertisement is related to creation of favorable
attitudes or reinforcing existing attitudes. Advertising helps make people aware about the
products.

Just like the bell in Pavlo’s dogs’ experiment, where Pavlov trained his dogs to associate
the arrival of food with the ringing of a bell, advertising was seen as a stimulus that
would give rise to a response, just like the dogs’ salivation response. After further
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developments of the so called ‘learning theory it gave rise to a new more up to date
approach toward advertising planning. (Mackay, 2005).

2.2.1 Lavidge and Steiner Theory

The theory was formulated in 1961 by Robert J. Lavidge and Gary A. Steiner, about the
same time the DAGMAR theory was formulated by Russell Colley. The two theories
borrow heavily from each other. (L.Karlson). The theory was named hierarchy-of-effects.

According to this theory, customers do not switch from being completely uninterested to
become convinced to buy the product in one-step. Lavidge and Steiners Heirarchy-of-
effects is created to show the process, or steps, that an advertiser assumes that customers
pass through in the actual purchase process (Barry & Howard, 1990). This theory is based
on six steps, which must be completed in a linear way. The big difference between this
model and the others is not only the steps, but also the view on how to pass them.
Lavidge & Steiner(1961) write that the steps has to be completed in a linear way, but “a
potential purchaser sometimes may move up several steps simultaneously” (Lavidge &
Steiner, 1961) which is supported by (Muoz, 2002)who writes that normally ultimate
customers do not switch directly from being interested to become convinced buyers.

Step 1: Awareness Step 2: Knowledge Step 3: Liking

Step 4: Preference Step 5: Conviction Step 6: Purchase

This model also is a premise that advertising occurs over a period of time, and may not
lead to immediate response and purchase. It is rather a series of effects that has to occur,
with each step fulfilled on the way towards the next stage( Lavidge & steiner, 1961).
Behind this model according to Belch & Belch (1998) the premises that “advertising
effects occur over time and advertising communication may not lead to immediate
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behavioral response or purchase, but rather, consumers must fulfill each step before (s)he
can move to the next stage in the hierarchy” (Belch & Belch, 1998). This model is known
as “hierarchy” because the number of consumers moving from one stage to the next
reduces as you move through the model.

As the theory states that people need to be aware about the product/services first and have
knowledge, followed by liking, preference, conviction. In this research too, advertisement
plays a role in making people aware about the products, they need to know about it first.
The main aim of this theory is to make the consumers go through all the six steps. The
research topic is based on Hierarchy-of-effects theory.

2.2.2 Definitions

Awareness

The most crucial step of the effect of hierarchy model is the initial step i.e. awareness. It
states that the brands should ensure that the customers are aware of their particular brand
in the segment of a particular product.

Knowledge

In this step of the effects of hierarchy theory, the product will be evaluated by the
consumers against the other brands of the same particular product. In other words, the
product will basically compete with the same products of other brand. Hence, the
marketers should ensure that enough knowledge is available to the consumers about the
product through the means of internet, retail stores or the product package.

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Liking

This stage focuses mainly on the liking of the products for the consumers. This is the
most important step as this step alone builds up an emotional connect with the consumer.
Once, the consumer is satisfied with the quality as well as working of the product, he
commits to the product for the rest of his life and this is where the product sale increases.

Preference

By the time this stage arises, the customer might get convinced by the quality as well as
the working of the product but the consumer might still wish to try out other brands. At
this point, it’s crucial to ensure the product has some unique qualities which make the
brand a preference for the customer.

Conviction

At this stage, all the doubts of the consumer regarding the brand should convert into
action. This step can be aided by adopting certain marketing strategies by the marketers.
The marketing strategies involve giving out of free sample, test drive sessions et. cetera .
In this step marketers convince the customers to buy the product of their brand. In this
step the marketers try to create the customers desire of purchasing the product

Purchase

This is the last step of the theory. In this step, the consumer finally purchases the product.
Here, the buying cycle doesn’t come to halt but continues functioning.

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2.3 Empirical Review

Fatima and Lodhi (2015) published a journal on impact of advertisement on buying

behavior of the consumers: Study of Cosmetic Industry in Karachi City. The objective of
the study was to identify the impact of advertisement on the buying behavior of the
people in cosmetic industry. Data were collected from primary source through
questionnaire from the users of cosmetics products in Karachi. The study was based on
quantitative approach. Likert’s scale was used in the questionnaire. The sample size of
the study was 200 respondents in the premises of Karachi. As a statistical tool, SPSS was
used to analyze the various factors and dependability of the variables.

The main research objective of the study was to identify the impact of advertisement on
consumer awareness and to identify the role of advertisement on building consumer
perception. Correlation and regression analysis were used to identify the relationship
between these variables. The conclusions drawn from the study are based on the
responses given by the consumers in a specific area. In this research, the researchers have
considered the advertisement as a basic source of creating awareness in the mind of
customers. The main reason behind creating awareness in the mind of the customers is
the content and information used in the particular advertisement. And the result of the
research depicts that advertisements are the main source of creating awareness as well as
shaping the perceptions of the customers. And the data showed that the major portion
which was influenced by the advertisements lies in between 18-23 years. Moreover,
results show that the people having adequate amount of income are more responsive to
the advertisements as compared to the low income individuals. Results in the study tell
that advertisements are useful in coating the awareness among the consumers. First
hypothesis was supposed to check the relationship between the advertisement and the
consumer awareness. Results showed that there is the relationship between these two.
The second hypothesis was supposed to check the relationship between perception and
advertisements. In this the study failed to reject the null hypothesis which indicates that
there is no relationship present between the advertisements and consumer perceptions.
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The important finding was that users of the cosmetics are very loyal to their brands and
they cannot be easily shifted towards other brands.

Kumar and Raju (2013) published a journal article on “The Role of Advertising in
Consumer Decision Making”. The objectives of the study were to study the impact of
advertisements on the consumer segments and the factors affecting the consumer buying
process with respect to advertisements. The study was based on both primary data and
secondary data. The primary data was collected through structured questionnaire for
which samples of 110 respondents were selected in a random manner. It contained both
open and close ended questions. Convenient sampling (non-probability sampling) of
those 110 respondents was done. Secondary data was collected from database sites and
articles. Only primary data were used for analysis and interpretation. The data collected
from these sources were analyzed using various tools like percentage analysis, chi-square
test, cross table analysis method. Five point Likert Scale was used as a research
instrument.

The major findings of the research were; ads are able to change the opinion of the
customers about the product, customers are likely to watch more ads which affect their
opinion, advertisements are the strong means of communication media to convey the
intended message to the target group of customers, the ads should neither belong nor be
too short, they should be appealing and engaging the customers to involve in the
advertisement. The strength of the research is that it provides the information regarding
the factors that mainly affect the consumption behavior and it examines the relationship
between the advertisements in between male and female and the effect of those
advertisements on their purchasing decisions.

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Chinnapen-Sathana, Hanumanb and Fowdar (2012) published a research article on
analyzing the Impact of Advertising in the Soft Drink market of Mauritius: The Case
Study of Coca- Cola. This paper mainly analyzed the degree of influence advertising had
on consumers buying behavior, with particular reference to Coca-Cola advertisements.
The methodology was used in the study consisted of a survey on a sample of 150
respondents. The objective of the research was to evaluate the extent towards which
consumers are influenced by Coca- Cola advertising in Mauritius and to assess the
effectiveness of Coca- Cola ads. The primary data were collected through a structured
and undisguised questionnaire. The questionnaire consisted mostly of close ended
questions. Quota sampling technique was adopted based on geographical differences. All
data were processed using the SPSS software and descriptive and inferential analyses
were performed.

The major findings of the study were among the 150 respondents interviewed, 90%
consumed soft beverages indicating the strong positioning of the soft beverage industry in
Mauritius. However, 10% did not consume soft beverages. The majority of respondents
who did not consume soft beverages fell within the 40-49 age categories. The majority of
respondents consumed Coca- Cola (97%), which indicates the leadership of the brand in
the local soft beverage market. Pepsi, which is Coca-Cola’s closest substitute, was the
second most consumed soft beverage (88%).The closer the mean score is to 5, the
stronger is the importance of the factor for influencing soft beverage consumption. The
mean score for advertising was 3.29, implying that Mauritians are neither discouraged
nor encouraged by advertising in their purchasing decisions. However, other factors such
as brand (mean=3.71), wide availability (mean=3.71) or the intrinsic quality (quenches
thirst) of the product (3.89) do encourage them in purchasing a Coca-Cola.

Therefore, the three main factors which encourage respondents to consume Coca- Cola
are branding, wide availability and the intrinsic quality of the product. Most respondents
had a neutral attitude towards the influence of advertising on buying decisions. Most of
them did not know whether advertising encouraged them or discouraged them in their

13
buying decisions. On the other hand, study showed that respondents were more
influenced by branding than by advertising in their purchasing decisions. Hence, the
study showed that mauritians have a tendency to purchase Coca-Cola mainly because of
the strong brand positioning of the product. To check whether there is an association
between unappealing ads and purchasing decisions, Chi-square tests were used. Since, the
significance level is 0.641(above 0.05), it can be concluded that there is no significant
relationship between unappealing ads and their effect on purchasing decisions.
This research study revealed the positive relationship between advertising influence and
consumption level. In addition, the leadership of Coca- Cola in the Mauritian soft
beverage market was confirmed. The strength of the study is that the analysis provides
ample evidence to indicate the positive impact of advertising on consumption level.

Rehman, Nawaz, Khan and Hyder (2014) published a research article on How
Advertising Affects the Buying Behavior of Consumers in Rural Areas: A Case of
Pakistan. This study was based on the hierarchy-of-effects model of advertising and is
intended to analyze the effects of advertising on consumers’ buying behavior in rural
areas of Pakistan. The study aimed to determine relationship between advertising and
some characteristics of respondents in rural areas on consumers’ buying behavior. The
study collected the data through questionnaires based survey. The survey instruments
consist of demographic information along with other important variables. After data was
collected, the study used simple regression for statistical analysis. Simple regression is
used to determine the effects of independent variables on dependent variable. The study
used correlation statistics to determine correlation among variables. The results of the
study showed that advertising has positive and statistically significant effect on buying
behavior, while, factors of rural areas have negative but statistically effect on buying
behavior. Further, the study found out that consumers prefer those brands from which
they are emotionally attached. The strength of the research is that this study may reveal
new insights in the knowledge area.

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Awan, Ismail, Majeed and Ghazal (2016) published a research article on Effects of
Advertisement on Consumer’s Buying Behavior with references to FMCGs in Southern
Punjab-Pakistan. The objective of the study was to find out how much advertisement
brings effect on the consumer’s buying behavior with reference to FMCGs. The research
design was based on the cross sectional data that was collected through field survey with
the help of questionnaire. In this study both primary and secondary data were used.
Primary data were from the survey and secondary data were collected from research
papers, books, journals, internet and magazines et.cetera. A five point Likert scale
questionnaire was used. Data were analyzed by using different statistical techniques such
as descriptive statistics, correlation analysis and regression analysis.

The major findings of the research are advertisements have its effects and every person is
habitual to use the FMCG’s in his or her life, consumers are familiar with the
promotional activities of electronic and print media et. cetera.

The major recommendations are consumers buying behavior should be continuously

observed while preparing the advertisement messages/ads. The advertisement must be
clear so that the common consumers can also understand them. Advertisement policy
should be designed accordingly geographically, to keep in mind the socio economic
status of the consumers. Latest advertisement concepts of marketing should be introduced
to achieve the maximum goal of the FMCG companies. A creative way of advertisement
must be adopted to catch the attention of the consumers. The repetition of the ads on one
type of media may reduce the interest of the viewers and therefore, advertisements should
be given on electronic and print media. Furthermore, the study shows that awareness and
comparison ads will be very helpful to catch the attention of the consumers, towards the
desired FMCG. Online advertising can capture the attention of the internet users, they can
directly order from the online web portal. Social media have a great influence nowadays;
advertisements through social media can be fruitful to expand the sale of FMCG. The

15
strength of the study was it explains those factors that play vital role in developing
consumer’s preference and their choices.

Hadadi and Almsafir (2015) published an article on The Impact of Media Advertising on
Proton sales. This paper was concentrated on the impact of media advertising on proton
sales. The main objective of this research was to investigate that if the media advertising
have a significant impact on proton sales and to find out which type of media advertising
is the most effective in proton sales. The method of this research is quantitative and data
used is primary data. Data were collected by distributing questionnaires among three
hundred eighty two proton consumers in Malaysia. The result of this research shows that
customers are more influenced by online advertising followed by television advertising
and print advertising. However, this research investigates that all three types of media
advertising have a significant impact on proton sales.

The major findings of the study were at the first stage the reliability was investigated
through Cronbach’s Alpha test, analysis for the proton sales(PS), television advertising
(TA), online advertising (OA) and print advertising (PA) was carried out respectively.
Studies show that there is a significant relationship between media advertising and proton
sales, there is a significant relationship between television advertising and proton sales,
and there is a significant relationship between online advertising and proton sales. So,
Proton Company can imply media advertising to attract more customers and increase
proton sales.

Nabi, Pani and Mohapatra (2016) published a report on Impact of Advertisement on

Consumer Behavior of FMCG in Bhadrak Town: with a Focus on Consumption of
Detergent Powder. The study was conducted with an objective to find out the
advertisement effectiveness on the behavior of the consumers towards fast moving
consumer goods in Bhadrak district. The sample of the study was 200. A questionnaire
16
was thoroughly prepared to measure the advertisement effectiveness. The study aimed to
generate the perception and awareness of people about the FMCG detergent brands. For a
better analysis Chi- Square test was used. The major objective of the research was to
examine the factors influencing the brand choice of various detergent powders and to
examine if advertisement of brands affects the buyer behavior. The primary data were
collected through questionnaires. To analyze the data and derive results from it
percentage method was used. The major finding of the research was that consumer
buying behavior differed from one another depending upon the age group of the
consumer. Majority of the respondents said the advertisement given in T.V, Radio,
Newspapers, and other sources gave the information about the various brands of
detergent powder. Out of the respondents of age group 20-30, 38.34% got the information
from T.V. 35.90% of the age group of 30-50 also got information from TV and in case of
the age group of 50 and above it is 32.26%. Radio as a source of information comes
second. Thus, it was observed that TV advertising had a greater impact on minds of the
consumers irrespective of the age group.

The topic under study reveals that consumer behavior is highly affected by culture,
traditions, trends and customs. Consumers are quality conscious and prefer fresh smell in
the detergent brand. People like media advertisement most preferably Television as it
creates a deep impact on the mindset rather than banners or newspapers.

Rahman (2012) published a research report on Impact Of Advertisement: An Empirical

Study Of FMCG Products In KSA. The paper aimed to explore the role of advertisement
on attitudes towards buying behavior. A questionnaire was prepared to evaluate the
impact of advertisement. The sample data was collected from college students of Umm
Al-Qura University, Makkah between 18-24 age group. Convenience sampling technique
(non probability sampling) was used for the survey. Questionnaires were filled by the
selected customers. A sample of 150 was taken for the purpose of study and analysis.

17
Data was collected through primary and secondary sources. Most often tools used to
examine were percentage, pie charts and chi-square test.

The findings were the three basic things in advertisement that can influence the viewers
were personality, caption and appeal. Results showed that 43-82% respondents were
persuaded to purchase the product due to advertisement, whereas 18% respondents were
never persuaded. Results also revealed that consumers considered advertisement as a
reliable source of knowledge as compared to others (friend, neighbors, reference group)
opinions. Advertisement play a very important role to affect any high or low income
group, but expensive products and the repetition of advertisement did not affect the
consumer buying behavior. In a nutshell it was concluded that advertisement appeal and
its effectiveness was positively related. It was also found out that people form attitudes
towards objects on the basis of their beliefs, perception and knowledge about these
objects.

Moorthy and Madevan (2014) published the report on A Study of Influence of

Advertisement in Consumer Brand Preference: Special Reference to Soft Drinks Market
in Hosur Town. The objective of the study was to study the impact of the Advertisements
on the brand preference of consumers and identifying the influence of Communication in
the Advertisement in deciding consumer brand preference. In this research, the researcher
used Convenience Sampling. For this study, a sample of 150 has been taken.
Questionnaires were used as a data collection instrument. The primary data collected
through the field surveys were analyzed with the help of computer software- SPSS.
Suitable mathematical and statistical techniques like average, standard deviation, chi-
square test, T-test and ANOVA have been employed for data analysis. Secondary data
was collected from books, newspapers, journals, magazines, research paper.

The researcher found out that majority 32.5% of the respondents consumes soft drinks for
the taste of the product. The data in the research shows that 57.5% of the respondents are

18
affected by the media advertisements of soft drinks. 35% of the respondents are affected
by the recommendation of friends and 7.5% are affected by salesman. And only 15.8% of
the respondents show their interest to read the newspaper advertisement of the soft
drinks. Furthermore, 43.3% of the respondents always watch television advertisement of
the soft drinks, 25% of the respondents very often saw television advertisement and
16.7% of the respondents occasionally give importance to it and 15% of the respondents
skip the television advertisement of the soft drinks.

The major recommendations made by the authors are processors and producers of soft
drinks product should implement modern marketing concepts that focus on the
consumers’ needs and wants. Soft drink product marketing should understand and
implement accordingly how changing consumer preference and promotional programs
have altered the demand for various soft drinks products.

It was found that 35% of the total costs, the companies spend on advertisements.
Therefore, advertisements are the backbone for this industry, they act as a glue to retain
their consumers and target the prospectus.

Rai (2013) published a report on Impact of Advertising on Consumer Behavior and

Attitude with reference to consumer durables. The research work was designed to achieve
the objectives which were to examine the influence of advertising on consumer buying
behaviors and to determine the influence of advertising on attitude formation of
consumers. The findings of the study were that advertisement worldwide influence the
behavior and attitude formation of consumers not only in India but also worldwide. The
consumers of durables products have their motivational sources which are advertisements
and study revealed that advertisement motivates them to materialize the purchase of
durables. It was found that purchase attitude and behavior is influenced by variety of
advertisements which cover product evaluation and brand recognition.

19
Abideen and Saleem (2005) published a report on Effective advertising and its influence
on consumer buying behavior. The paper investigated the relationship between
independent variables which are environmental response, emotional response with
attitudinal and behavioral aspect of consumer buying behavior. The samples of 200
respondents were selected. The major findings of the study demonstrate an overall
normal association between the variables but in-depth analysis found that emotional
response of consumer purchase behavior is the variable that results into strong association
with the consumer buying behavior. A convenient sample (non-probability sampling)
method was done in which respondent of the study was requested to complete the
structured questionnaire on voluntary basis.

Advertising through all mediums influence audiences, but television is one of the
strongest medium of advertising and due to its mass reach, it can influence not only the
individual’s attitude, behavior, life style, exposure and in the long run, even the culture of
the country (Latif & Abideen, 2011).

The results of the study clearly indicate that there exists a weak association between
environmental responses with the consumer buying behavior including the attitudinal as
well as behavioral aspects of the consumers buying behavior. Emotional response on the
other hand established strong association with the consumer buying behavior. Therefore,
it was established from the research that consumers purchase products in the areas of
Islamabad, Rawalpindi and Lahore by emotional response, rather than environmental
response. The environmental response of the purchasing associates these buyers with
unplanned or impulse buying but in this research consumer purchase those products from
which consumer are emotionally attached. In addition, these attachments are created
through advertisement as audio, video and text form, which appeals him or her.

Arshad, Noor, Ahmad and Javed (2014) published a report on Impact of Effective
Advertising on Consumer Buying Behavior: A Study of Mobile Phone Purchasers in

20
Pakistan. The basic objective of the study was to examine how much emotional responses
are generated after watching effective ad that persuades consumer purchase behavior.
Data was collected using non-probability sampling (N=300) through a pre-tested
questionnaire from seven citites of Pakistan. Collected data was analyzed using
correlation, regressions, t-statistics, reliability analysis and descriptive statistics. Findings
revealed that factors of emotional and environmental response have a significant impact
on behavior of Pakistani consumers. It was observed by reviewing the findings that
effective advertising is the major source to generate sensations in consumers which
motivate them to buy advertised mobile phone products. In regression and correlation
coefficient all the items have positive values that predicted critical relationship between
advertisements and consumer buying behavior.

At last, it was concluded that both the emotional as well as environmental responses in
advertisements have great influence on consumer buying behavior and majority of people
buy mobile phone sets after watching television ads. And emotional responses have
greater impact than environmental because people want to buy those things that satisfy
them and to which they are emotionally attached.

Ahmed and Asfaq (2013) published a report on Impact of Advertising on Consumers’

buying behavior through Persuasiveness, brand image and celebrity endorsement. The
primary data of the study was collected through questionnaires and secondary data was
collected through internet, journals and business magazines. A sample of 120 respondents
was taken. The study concluded that the positive impact of all the factors, on the buying
behavior of the consumer proves the loyalty of consumer towards brand which helps in
promotion of the advertised product and changes the buying behavior towards buying
intentions. From the data interpretation it was found that about 40% of the total
respondents urged that they purchase advertised goods to a certain extent. About 47% of
the total respondents are of the view that they change the channel if the advertised
products had not satisfied them. After a detailed and comprehensive study, the researcher
21
has explored that factors of persuasiveness, brand image and celebrity endorsement
change the consumers’ buying behavior to purchasing intentions.

Yeung (2013) published a thesis on Advertising and Consumer Spending in the Digital
Age. The research paper examined the effect of media spending on a company’s net sales
and explored if advertising is effective in today’s age. The methodology for this paper
involved the examination of the six leading companies: Johnson & Johnson, McDonalds
Corp, PepsiCo Inc, Procter & gamble Co., Wal-Mart Stores Inc and Walt Disney Co.
over a time period of 18 years from 1994 to 2011. In the process, it was found that only
Johnson & Johnson, McDonalds, and Wal-Mart showed that media spending significantly
affect their net sales. However, personal consumption expenditure was shown to have a
significant effect for every company. This indicated that advertising might not be as
effective as believed.

It was further explained that PepsiCo has duopoly market structure in the soft drinks
industry i.e. PepsiCo’s only main competitor in the market is Coca-Cola, consumers have
only these two corporations’ products to choose from. Likewise, for Procter & Gamble
there are only few competitors who share dominant control in the household care and
consumer goods market. Moreover, P&G’s negotiations with suppliers and warehouses
also make it difficult for competitors to enter as many retail and drugstores chains. Lastly
for Walt Disney, their oligopoly market structure in addition to their strong brand image
makes it difficult for there to be any substitutes or competitors to enter into the media and
entertainment market that they dominate. While advertising might not have a direct
impact on a company’s net sales, it is used and seen as way for companies to remain
competitive against one another. It can be seen as a defense mechanism to ensure that
they keep with their competitor and remain relevant in the advertising space.

Procter & Gamble Co., a multinational consumer goods company said the “first moment
of truth” for shoppers to make up their mind about a product, is in the three to seven

22
seconds when someone notices an item on a store shelf (Nelson & Ellison, In a shift,
marketers beef up ad spending inside stores, 2005). This statement is significant as it
shows how companies analyze consumer buying behavior. It was noted that due to the
response of fragmented television and print ads, P&G has looked to increase its
advertising in stores, where they believe consumers are more likely to be influenced.
Companies are scheduled to spend about $200 billion for standard advertising on TV,
print and the internet, an increase from the $188 billion spent in 2004, showing the
significant interest and demand of corporations wanting to appeal to consumers through
various mediums (Nelson & Ellison, In a Shift, Marketers Beef Up Ad Spending Inside
Stores, 2005)

The regression results showed that personal consumption expenditure is more effective
than media spending when it comes to affecting a company’s net sales. The study
concluded that companies should take into consideration the changing landscape and
perception of advertising in today’s world and added that increased advertising spending
without any consideration of a consumer’s preferences and habits can create ineffective
results.

23
2.3 Conceptual Framework

Through the identification of the variables the conceptual framework has been developed.
The research has been directed to inductive logical reasoning and developed a conceptual
framework which is presented in the figure 3.1.

Independent Variables Dependent Variable

T.V Ad

Print Ad
Consumption

Digital Ad

Outdoor Ad

Source: Author, 2018

Figure 2. 1 – Diagram of Conceptual Framework

24
2.3.1 Variable Definition

T.V Ad
The term video advertising encompasses online display advertisements that have video
within them. Renowned brands spend millions of dollar for making a creative video ad.
As human brains are more receptive towards visual, marketers invest huge amount of
time and money in making catchy and fun videos conveying the message. Be it the
jingles they create or the characters, consumers can easily associate the product with the
sound or the tag line.

Print Ad
An advertisement that appears in a newspaper or magazine, rather than on television,
radio, or the internet which uses physically printed media, such as magazines and
newspapers to reach consumers, business customers and prospects.

Digital Ad
Digital advertising also known as internet advertising is the marketing of products or
services using digital technologies, mainly on the internet, but also including mobile
phones, social media marketing, email and any other digital medium.

Outdoor Ad
Outdoor advertising, also known as out-of-home advertising, is advertising that reaches
consumers when they are outside their homes that publicize the business products and
services. It includes billboards, bus benches, interiors and exteriors of buses, taxis and
business vehicles etcetera.

25
2.4 Research Gap

In the above literature reviews, the researchers haven’t covered all the medium of
advertisements in their report. Since, this report discusses about the association of
advertisement and consumption behavior, it is crucial to cover all the sources of media.
And in my research report I’ve included the major sources of media (T.V, print, digital,
outdoor). It is also important to include all different kinds of media because people who
are active in digital technologies may not go through newspapers or magazines. And in
today’s era people are living a mechanistic life and most of them find it convenient to get
the news from their handheld devices. So, this research tries to bridge that very gap.

26
 CHAPTER III

RESEARCH METHODOLOGY

3.1 Research Design

This research will be descriptive in nature. It will focus on describing the factors that
affect the consumption behavior. The research will analyze the relevant factors that affect
the consumption behavior and the effect of advertisement of Pran litchi juice. The study
will be based on quantitative research and survey will be conducted to collect the primary
data. Self-administered questionnaire; a questionnaire that has been designed specifically
to be completed by a respondent without intervention of the researchers (e.g. an
interviewer) collecting the data, will be provided to the sample population for completing
the survey.

3.2 Types of Research

This research will be based on quantitative type. The self-administered questionnaire will
be used in order to collect the information related to the effect of advertisement on
consumption of Pran litchi juice. And the questionnaire will contain questions
accordingly.

27
3.3 Sampling Area

Since it’s about the effect of advertisement on consumption of litchi juice, I chose the
consumers who consume litchi juice. So, the research was conducted in one of the retail
shop, Bhakta M Store located in Bhaktapur. And the targeted respondents were adults,
students from colleges, children attending schools.

3.4 Population and Sample size

The sampling area is the retail shop, Bhakta M Store in Bhaktapur. And the respondents
will be the people visiting the shops.

The total population “N” of the survey was 150. The sample population “n” of the survey
was 108 which was derived from the formula of infinite population of sampling. The self-
administered questionnaire was distributed to 108 respondents to complete the survey.
The calculation of sample size is shown in ANNEX B.

3.5 Data collection Tools and Techniques

The techniques that were used are simple random sampling. The data are collected
through self-administered questionnaires. Single response questions were used for
demographic information and purchasing behavior of the consumers. Similarly, rating
scale questions were used for purchasing criteria. Lastly, Five-point Likert scale
questions were used for customer preference in an advertisement. In total there were 24
questions and before distributing it to final respondents pretesting was done.

28
Table: 3. 1

Five- point Likert Scale

Q Strongly Disagree Disagree Uncertain Agree Strongly Agree

1 2 3 4 5
Source: Field Survey, 2018

3.6 Statistical Tool

Data will be evaluated and analyzed through descriptive statistical tool i.e. frequency,
chi-square to understand how independent variables (digital ad, print ad, TV ad, outdoor
ad) affect the dependent variable (consumption).

3.7 Software Analysis

The software that was used to analyze the collected data and information are SPSS
software and Microsoft Excel.

3.8 Reliability analysis

Cronbach’s alpha was used to test the reliability of the questionnaire. 15 questionnaires
were randomly distributed to the consumers in the Bhakta M Store. The collected data
was then entered into SPSS and the reliability of the likert questions were checked.

29
Table 3. 2
Reliability

No. of question Cronbach's Alpha

12 0.66
Source: Field Survey, 2018

The data of pre-test showed Cronbach’s alpha as 66% i.e. 66% questionnaire is reliable
for survey. Cronbach’s alpha measures the internal consistency which is a measure of
scale of reliability. Since the reliability statistics based on Cronbach’s alpha is 0.66,
hence it is indicated that the study has good reliability.

3.9 Ethical Consideration

For the research to be completed in an appropriate way, research ethics plays a crucial
role. Considering ethical aspect of research, research participants was not subjected to
harm in any ways. The respect for the dignity of research participants was prioritized.
Full consent was obtained from the participants prior to the study. The protection of the
privacy of research participants was ensured. Adequate level of confidentiality of the
research data was ensured. Anonymity of individuals and organizations participating in
the research was ensured. Any deception or exaggeration about the aims and objectives of
the research was avoided. Affiliations in any forms, sources of funding, as well as any
possible conflicts of interests were declared. Any type of communication in relation to
the research was done with honesty and transparency. Any type of misleading
information, as well as representation of primary data findings in a biased way was
avoided. Voluntary participation of respondents in the research is important. Moreover,
participants had rights to withdraw from the study at any stage if they wish to do so. The
use of offensive, discriminatory, or other unacceptable language was avoided in the
formulation of Questi

30
 CHAPTER IV

RESULTS

4.1 Introduction

In this chapter collected data are presented and statistical tools are used for analysis of
data and also discussion of finding of the research report is done.

4.2 Descriptive Analysis

It is a statistics that describes the population under study. This study can only be used be
used to describe the group that was studied. Frequency, distribution, percentage,
measures of central tendency (mean, standard deviation) and tables are calculated in
descriptive analysis.

31
4.2.1 Demographic characteristics

Table below represents age group, gender, educational level and marital status.

Table: 4. 1
General Profile of Respondents

n=108

Frequency Percent
Gender
Male 38 35.2
Female 67 62.0
Prefer not to say 3 2.8
Age
15-25 64 59.3
26-36 17 15.7
36-46 13 12.0
46-and above 14 13.0
Education
SEE 6 5.6
+2 10 9.3
Bachelors 68 63.0
Masters and above 24 22.2
Marital status
Unmarried 79 73.1
Married 29 26.9
Source: Field survey 2018

The above table shows the general profile of the respondents. According to the survey,
out of 108 respondents, 38 were male and 67 were female and 3 didn’t prefer to say
which represents that 35.2% were male, 62.0% were female and 2.8% didn’t prefer to
say. And 73.1% of the respondents were unmarried and only 26.9% were married.
Similarly, majority of the respondents i.e. 63.0% had their bachelors degree whereas,

32
22.2% had done masters and above, 9.3% had completed up to +2 and only 5.6%
completed SEE.

Table: 4. 2
Influence of different types of ads on consumers

n=108

Frequency Percent
Influencing factors to try a new product/service.
Advertisements 25 23.1
Recommendation 43 39.8
Celebrity association 2 1.9
Personal experience 38 35.2
Do you pay attention to digital advertising
Yes 95 88.0
No 13 12.0
Effect of ads in your buying behavior
Yes 78 72.2
No 30 27.8
Do you get influenced by T.V commercials
Yes 87 80.6
No 21 19.4
Effects of ads displayed in hoarding boards
Yes 60 55.6
No 48 44.4
How often do you drink litchi juice
Regularly 9 8.3
Weekly 16 14.8
Occasionally 48 44.4
Rarely 35 32.4
Source: Field survey 2018

33
The above table shows the influencing factors of different types of ads on consumers.
According to the survey, 23.1% of respondents were influenced by advertisements while
trying a new product/service. 39.8% of respondents were influenced by recommendation.
1.9% was influenced by celebrity association and 35.2% felt personal experience as their
influencing factor while buying a product or service.

Similarly, 88.0% pay attention to digital advertising and 12.0% didn’t pay attention to
digital advertising. Out of 108 respondents, 72.2% were affected by the print ads and
27.8% weren’t affected it. 87 respondents (i.e. 80.6%) told they get influenced by T.V
commercials and 21(i.e. 19.4%) weren’t influenced by T.V. commercials. The data shows
that 55.6% of the respondents were influenced by ads displayed in hoarding boards and
44.4% weren’t influenced from it. Moreover, 8.3% of respondents told they regularly
purchase litchi juice. 14.8% weekly purchased litchi juice. 44.4% occasionally consume
litchi juice and 32.4% rarely purchased it.

Table: 4. 3
Ranking Scale

Types of advertisements are most influential over your buying behavior?

n=108

Std. Rank
Mean Deviation

T.V ads 1.972 1.03633 4

Newspaper and magazine ads 2.694 0.82551 2
Digital ads 2.176 1.03967 3
Outdoors 3.111 1.14658 1
Source: Field Survey, 2018

34
The above table shows the types of advertisements that are influential over the consumers
buying behavior. The data above shows that respondents are influenced by outdoor ads
with the mean of 1.97 followed by newspaper and magazine ads with the mean of 2.694.
Similarly, digital ads ranked the third highest with the mean of 2.17 and lastly T.V. ads
with the mean of 1.972.

Table: 4. 4
Customer preference in an advertisement

n = 108

Std
Mean Deviation Rank
A brand that I am familiar with and trust 2.7407 1.65969 5
Product information 2.5556 1.60218 6
Price information 2.8519 1.18254 4
Celebrities associated 4.5370 1.63161 1
Discounts and deals 3.7037 1.36210 3
A level of consumer interaction 4.4259 1.51135 2
Source: Field survey 2018

Table 4 above shows that celebrities associated affect the buying behavior of the
respondents the most with the mean of 4.53 followed by the level of consumer interaction
with the mean of 4.4259. Likewise, discounts and deals rank the third highest when it
comes to selecting a product with a mean of 3.70. And respondents look for price
information and the brand they trust with the mean of 2.85 and 2.74 respectively. And
lastly, product information has the mean of 2.55.

35
Five-point Likert Scale Questions

Q1: I see advertisement as a beneficial tool because it provides me important information

about goods and services.

Q2: My purchasing behavior depends on the ads I see.

Q3: Advertising helps to make better selection.

Q4: Advertising promotes good values in the society.

Q5: I came to know about “litchi” juice through advertisement.

Q6: If there were no ads, it would make consumers difficult to make any purchases.

Q7: I choose litchi juice over other juices.

Q8: I find digital media more convenient to know about the products.

Q9: I recommend my friends to see ads before making any purchases.

Q10: I like ads as they convey message in an entertaining way.

Q11: I feel advertisements increase brand loyalty.

Q12: Advertisement makes me curious about the product.

36
Table: 4. 5
Importance of advertisement and its effect on consumers

n=108

Q Strongly Disagree Uncertain Agree Strongly

Disagree Agree Mean Std. Deviation
q1 2(1.9) 6(5.6) 22(20.4) 55(50.9) 23(21.3) 3.8426 .88774
q2 4(3.7) 19(17.6) 48(44.4) 34(31.5) 3(2.8) 3.1204 .86162
q3 1(0.9) 11(10.2) 32(29.6) 48(44.4) 16(14.8) 3.6204 .89357
q4 1(0.9) 12(11.1) 43(39.8) 47(43.5) 5(4.6) 3.3981 .78466
q5 20(18.5) 25(23.1) 35(32.4) 18(16.7) 10(9.3) 2.7500 1.20842
q6 4(3.7) 18(16.7) 31(28.7) 40(37.0) 15(13.9) 3.4074 1.04154
q7 25(23.1) 16(14.8) 36(33.3) 21(19.4) 10(9.3) 2.7685 1.26496
q8 2(1.9) 7(6.5) 26(24.1) 52(48.1) 21(19.4) 3.7685 0.90281
q9 13(12.0) 15(13.9) 51(47.2) 25(23.1) 4(3.7) 2.9259 1.00190
q10 1(0.9) 12(11.1) 29(26.9) 48(44.4) 18(16.7) 3.6481 .92033
q11 2(1.9) 6(5.6) 31(28.7) 53(49.1) 16(14.8) 3.6944 .85880
q12 1(0.9) 9(8.3) 15(13.9) 63(58.3) 20(18.5) 3.8519 .85177
Source: Field survey 2018

The table above represents the statements related to the way respondents perceived the
importance of advertisement and its effect on their buying behavior. From the above likert
scale it was found that the statement “Advertisement makes me curious about the product”
has the highest mean value of 3.85(SD=0.85177) which means that an average of 3.85
respondents believed that advertisements make them curious about the product, where
58.3% respondents agree and 18.5% strongly agree. Similarly, the statement “I see
advertisements as a beneficial tool because it provides me important information about
goods and services” has the second significant impact with the mean value of 3.84
(SD=0.88) where 50.9% respondents agree and 21.3% respondents strongly agree.

In the statement, “I find digital media more convenient to know about the products” has
mean value of 3.76(SD=0.90), where 48.1% respondents agree and 19.4% strongly agree.
And in the next statement, “I feel advertisements increase brand loyalty” has the mean of

37
3.69(SD=0.85), where 1.9% respondents strongly disagree, 5.6% disagree, 28.7% are
uncertain if advertisements increase brand loyalty, 49.1% respondents agree and 14.8%
strongly agree.

Similarly, in another statement, “I like ads as they convey message in an entertaining way”
has an average of 3.64 (SD=0.92), where 0.9% respondents strongly disagree and 16.7%
strongly agree which means that majority of respondents were in favor of ads conveying
message in an entertaining way. “Advertising helps to make better selection” has a mean of
3.62 (SD=0.89), where 0.9% respondents strongly disagree and 14.8% strongly agreed
which shows that respondents believed that advertisements do help them when it comes to
selecting a product. Respondents also believed that if there were no ads, it would make
them difficult to make any kind of purchases which has a mean of 3.40 (SD=1.04), where
3.7% respondents strongly disagree and 13.9% strongly agree. And the data of Likert scale
also shows that most of the respondents supported the statement, “Advertising promotes
good values in the society” with a mean of 3.39(SD=0.78), where 0.9% strongly disagree
and 4.6% strongly agree.

“My purchasing behavior depends on the ads I see” has a mean of 3.12 (SD=0.86), where
3.7% strongly disagree and 2.8% strongly agree, 17.6% disagree, 31.5% agree and 44.4%
were uncertain if that affected their purchasing behavior, which shows that majority of
respondents were unsure about it.

The statement “I recommend my friends to see ads before making any purchases” has a
mean of 2.92(SD=1.00), where 12.0% respondents strongly disagree and 3.7% strongly
agree which shows that majority of respondents do not support the statement. Similarly, the
statement “I choose litchi juice over other juices” has a second lowest mean of
2.76(SD=1.76) where 23.1% respondents strongly disagree,14.8% disagree,33.3% were
uncertain,19.4% agree and 9.3% strongly agree.
“I came to know about litchi juice through advertisement” has a lowest mean of

38
2.75(SD=1.20) , where 18.5% strongly disagree, 23.1% disagree, 32.4% were
uncertain,16.7% respondents agree and 9.3% strongly agree which shows that majority
were not sure if they came to know about litchi juice through advertisement.

Table: 4. 6
Association of types of ad and consumption of litchi juice

n=108

Frequency
Up to weekly More than weekly Value P-value
Digital ad
Yes 21 74 0.48251 0.48729
No 4 9
Newspaper ad
Yes 18 60 0.0008 0.97743
No 7 23
T.V. ad
Yes 21 66 0.2464 0.61963
No 4 17
Hoarding boards ad
Yes 16 44 0.93947 0.33241
No 9 39
Source: Field survey 2018

The above table shows the association between digital ad, print ad, TV ad, outdoor ad and
consumption of litchi juice. According to the survey, it was found that out of 95
respondents who said they pay attention to digital advertisement 21 of the respondents
i.e. 22.10% were found to consume litchi juice weekly and 74 i.e. 77.89% consume more
than weekly. And out of 13 respondents who weren’t influenced by digital ads, it was
found that 4 of the respondents i.e. 30.76% consumed litchi juice up to weekly and 9 i.e.
69.23% consume more than weekly. The table shows that there is no significant
relationship between digital ads and consumption of litchi juice (P value=0.48729).

39
According to the survey, among 78 respondents who were influenced by print ads, 18 i.e.
23.07% consume litchi juice weekly and 60 i.e.76.92% consume more than weekly. Out
of 30 who weren’t influenced by print ads, 23.33% consume litchi juice weekly and
76.66% consume more than weekly. The table above shows that there is no significant
relationship between print ads and consumption of litchi juice (P value=0.97743)

Similarly, out of 87 respondents who pay attention to T.V. ads 21 i.e. 24.13% consume
litchi juice weekly and 66 i.e. 75.86% consume more than weekly. And among 21
respondents who weren’t influenced by T.V. ads, 4 i.e. 19.04% consumed weekly and 17
i.e. 80.95% consume more than weekly. The table above shows that there is no
significant relationship between T.V. ads and consumption of litchi juice (P value=
0.61963).

It was found from the data that out of 60 respondents who pay attention to hoarding board
ads, 16 i.e. 26.66% consume litchi juice weekly and 44 i.e. 73.33% consume more than
weekly. And out of 48 respondents who didn’t pay attention to hoarding board ads, 9
i.e.18.75% consume litchi juice weekly and 39 i.e. 81.25% consume more than weekly.
The table here shows that there is no significant relationship between hoarding board ads
and consumption of litchi juice (P value=0.33).

40
 CHAPTER V

SUMMARY, DISCUSSION AND IMPLICATION

5.1 Introduction

This chapter presents a discussion on the research findings resulting from the data
analysis process and summarizes the key findings. The implications from the findings are
presented. The study was guided by the six key objectives.

5.2 Summary

This chapter summarizes all the results generated from the previous chapter. This report
is based on the study of effect of advertisement on the consumption of Pran litchi juice.
Consumers of the Pran litchi juice in a retail shop named Bhakta M Store located in
Bhaktapur were selected for the purpose of the study. The main objective of this study is
to analyze the effect of advertisement on consumer buying behavior. This study also
intends to understand the effect of digital ads, TV ads, print ads and outdoor ads in
consumer buying behavior.

On the basis of the objective of the study and literature review, a model was developed
which included digital ads, print ads, TV ads, outdoor ads. The questionnaires were
distributed to 108 consumers of litchi juice in a retail shop.

The major findings of the study reported in chapter 4 are summarized as below. Out of
108 respondents 35.2% were male, 62.0% were female and 2.8% didn’t prefer to say.
59.3% of respondents were of 15-25 age, 15.7% were of 26-36 age group, 12.0% of

41
respondents were from age group 36-46 and 13.0% were from 46 and above age group.
Similarly, majority of the respondents(63.0%) had their bachelors degree, 22.2% had
their masters degree and above, 9.3% of the respondents had completed +2 and 5.6% had
completed 10th standard. 73.1% were unmarried and 26.9% were married.

The findings regarding the effects of advertisement on consumer buying behavior showed
that out of 108 respondents 23.1% told advertisements as their influencing factors to try a
new product/service, 39.8% were influenced by recommendation,1.9% were influenced
by celebrity association, 35.2% were influenced by personal experience. Similarly, 88.0%
of respondents were found to be attentive towards digital advertising and 12.0% weren’t
attentive towards it. And the table shows that 72.2% were affected by print ads and
27.8% weren’t affected by it. Similarly, 80.6% were found to be influenced by T.V
commercials and 19.4% weren’t found to be influenced. 55.6% of respondents were
attentive towards ads displayed in hoarding boards and 44.4% weren’t. Moreover, the
data shows that 8.3% of the respondents consumed Pran litchi juice regularly, 14.8%
consumed weekly, 44.4% consumed occasionally and 32.4% consumed rarely.

From the ranking table, the data shows that outdoor advertisement ranks the highest with
the mean of 3.11 followed by newspaper and magazine ads with the mean of 2.69 and
digital ads with the mean of 2.17 and lastly T.V ads with the mean of 1.97. Similarly, in
the data regarding customer preference in an ad, celebrities associated ranked the highest
with the mean of 4.537, followed by level of customer interaction, discounts and deals,
price information, brand that they are familiar with and trust and price information.

From the Likert scale, it was found that the statement, advertisement made them curious
the most has the highest mean of 3.85 where 58.3% respondents agree. And the
statement,” I came to know about Pran litchi juice through advertisement” has a lowest
mean of 2.75 where 18.5% strongly disagree and 9.3% strongly agree.

42
According to the survey, it was found that out of 95 respondents who paid attention to
digital advertisement 21 of the respondents i.e. 22.10% were found to consume litchi
juice weekly and 77.89% consume more than weekly. And the data shows that there is no
significant relationship between digital ads and consumption of litchi juice with P Value
of 0.48729. Similarly, the data shows that there is no significant relationship between
print ads and consumption of litchi juice with P value of 0.977. And it also shows that
there is no significant relationship between T.V ads and consumption of litchi juice with
P value of 0.61. Furthermore, it shows that there is no significant relationship between
hoarding board ad and consumption of litchi juice with a P value of 0.33.

5.3 Discussion

In this section research findings are examined to see whether the findings of chapter four
are in alignment with literature reviews or not. The variables included in this research are
television advertisements, print ads, outdoor ads and digital ads.

As per the research of Samar Fatima and Samreen Lodhi (2015) it revealed that
advertisements are very useful in creating the awareness among the people but they are
failed to build strong perceptions in the mind of consumers. Both if the variables in their
research i.e. consumer awareness and consumer perceptions will motivate the consumer
to buy a certain product, as there is a positive relationship present in between them.
However, in their second hypothesis, i.e. there is a relationship between advertisement
and consumer perception, the significance level of this test comes out 0.339 which is far
more than 0.05, it means that we are failed to reject the null hypothesis which was there
is no relationship between advertisements and consumer perception in the cosmetic
industry. In cosmetic industry people do not only rely on the advertisements on building
their perceptions and they believe more on the trial of the products. On the other hand
people also listen from their peer and friends and build some perceptions. Thus there are

43
many other options which help in building the perceptions in the mind of the customers
but advertisements is not an option for building the perception in the mind of the
customers. This research supports my findings as the result of my findings shows that
there is no significant effect of different types of advertisement digital, print, TV, outdoor
on consumption behavior with P value of 0.48729, 0.97743, 0.61963, 0.33241
respectively.

Study conducted by Hadadi and Almsafi (2015) on the impact of media advertising on
proton sales showed that customers are more influenced by online advertising followed
by television advertising and print advertising. Based on the findings of this research,
there is a significant relationship between media advertising and proton sales. Also media
advertising has a significant impact on proton sales. Proton Company can imply media
advertising to attract more customers and increase proton sales. By improving sales,
Proton Company can earn more profit. There is a significant relationship between
television advertising, online advertising, print advertising and proton sales.

Findings from Kumar and Raju (2013) research showed that ads are able to change the
opinion of the customers about the product. The study of Chinnapen-Sathana, hanumanb
and Fowdar (2012) showed that there are three main factors that encourage respondents
to consume Coca-cola; branding, wide availability and intrinsic quality of the product.

Study conducted by Rehman, Nawaz, Khan and Hyder (2014) revealed that consumers
prefer those brands they are emotionally attached with. Study of Awan, Ismail, Majeed,
Ghazal (2016) showed that ads have its effects on consumption of FMCG products. In the
research conducted by Arshad, Noor, Ahmad and Javed (2014), it showed that effective
advertising is the major source to generate sensations in consumers which motivate them
to buy advertised mobile phone products.

44
Majority of the research from literature review showed that advertisements have
significant impact on consumption behavior. However, research conducted by Yeung
(2013) on Advertising and Consumer spending in the Digital Age where the examination
involved six leading companies; Johnson & Johnson, McDonalds Corp., PepsiCo Inc,
Procter & Gamble Co., Wal- Mart Stores Inc and Walt Disney Co. showed that only
Johnson & Johnson, McDonalds, Wal-Mart spend significantly on media spending. This
indicates that advertising many not be as effective to all the companies as it’s believed.
The study further explained that lot of other things comes into play like market structure
i.e. if it’s duopoly or oligopoly market, nature of the product, situations. When customers
do not have many options to choose from they go for what is available rather than relying
on advertisements.

5.4 Implications

This study holds several essential practical implications. This study shows that
advertisement is not the only factor that determines the consumption behavior; people are
likely to get influenced by their peers, environment, necessity. So this study can help the
readers analyze that there are other factors too when it comes to consumption such as
personal experience, recommendations, brand consciousness.

This research can help in determining other factors that affects consumption behavior,
which can help people to view the effect of advertisement from a different angle. The
readers or future researchers can take this as a sample and compare their data and see the
differences. The perception of people changes with time and types of product. So this
research can help them evaluate their findings with the findings presented in this
research.

Moreover, advertisements are taken as an influencing factor in consumption behavior.

But the findings of this research do not support the statement. So, this can allow
marketers or general readers to consider other factors that can affect consumption
45
behavior. The findings of this study can be useful source of information for new
marketers for future prospective that relates to consumption behavior. It will also help
organizations to make strategies that can deal with changing nature of customer behavior
and perceptions. In the previous research it was found that advertisement doesn’t
necessarily increase the consumption behavior. While advertising might not have a direct
impact on a company’s net sales, it is used and seen as way for companies to remain
competitive against one another. It can be seen as a defense mechanism to ensure that
they can keep with their competitor and remain relevant in the advertising space (Yeung,
Advertising and consumer spending in the digital age, 2013)

5.5 Suggestions

The research shows other factors other than advertisement that affects the consumer
buying behavior such as personal experience, emotional attachment, recommendation.
Though the study cannot be generalized as it was done only to a limited number of
respondents, it does give a certain idea about the attitude of consumers towards
advertisements. From the findings it can be seen that customers have varied natures and
to sustain in today’s business one needs to understand the sentiments and psychology of
the mass which can be challenging. So, from this research as well as the previous
research in literature reviews, it can be learnt that market environment is never stagnant.
The goods that are bought today may not be popular tomorrow. A suggestion for
companies to benefit from advertising is to examine a consumer’s purchasing journey
(what leads consumers to their purchase decision) and tailor their marketing tactics to fit
it. Further research could explore consumers’ purchasing journey and examine if
marketing and advertising tactics pinpointed at a certain point in the decision making will
influence consumers to buy.

46
 REFERENCES

Ahmed, S., & Ashfaq, A. (2013). Impact of advertising on consumers’ buying behavior
through persuasiveness, brand image, and celebrity endorsement. 1-9.

Awan, A. G., Ismail, M., Majeed, F., & Ghazal, F. (2016). Effects of advertisement on
consumer’s buying behaviour with references to FMCGs in southern Punjab-
Pakistan. Lahore: Journal of marketing and consumer research.

Barry, & Howard. (1990). A review and critique of the hierarchy of effects in advertising.
International journal of advertising,, 9(2), 121-130.

Belch, & Belch. (1998). Advertising and promotion: An integrated marketing

communications perspective (4th ed.). Boston: Mc Graw-Hill.

Chinnapen-Sathan, D. M., -Hanuman, V. O., Roshnee, R., & Fowdar, R. (2012).

Analysing the impact of advertising in the soft drink market of mauritius: The
case study of Coca-Cola. Mauritius: International symposium.

Fatima, S., & Lodhi, S. (2015). Impact of advertisement on buying behaviours of the
consumers: Study of cosmetic industry in Karachi city. Karachi: International
journal of management sciences and business research.

Goldsmith, & Lafferty. (2002). Consumer response to websites and their influence on
advertising effectiveness.

Hadadi, K., & Almsafir, M. K. (2015). The impact of media advertising on proton sales.
Prague: Academic world research and education center.

Kazmi, & Batra. (2008). The effect of humor in advertisement.

Kotler, P. (2005). Advertising and its Importance. 254-266.

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Kumar, P., & Venkateswara, R. (2013). The role of advertising in consumer decision
making. Guntur: Journal of business and management.

L.Karlson. (n.d.). In Advertising theories and models (p. 14).

Latif, & Abideen. (2011). Effects of television advertising on children: A Pakistani

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Lavidge, R. J., & Steiner, G. A. (1961). A model of predictive measurement of

advertising effectiveness. Journal of marketing, 60-65.

Mackay. (2005). In The practice of advertising (pp. 76-79). Sydney, Australia: Elsevier
Butterworth-Heinemann.

Muoz. (2002). Hierarchy of effects.

Nabi, K., Pani, L. K., & Mohapatra, R. R. (2016). Impact of advertisement on consumer
behavior of FMCG in Bhadrak town: With a focus on consumption of detergent
powder. Odisha: International journal of recent advances in engineering &
technology.

Nelson, & Ellison. (2005). In a shift, marketers beef up ad spending inside stores. The
wall street journal.

Nelson, & Ellison. (2005). In a Shift, Marketers Beef Up Ad Spending Inside Stores. The
Wall Street Journal.

Poh, M. H., & Adam. (2007). An exploratory investigation of attitude toward the website
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http://ausweb.scu.edu.au/aw02/papers/refereed/poh/paper.html

Popescu. (2004). Comunicarea in marketing. Bucuresti: Editura Uranus.

Rahman, M. N. (2012). Impact of advertisement: An empirical study of FMCG products

in KSA. Makkah Al Mukkaramah: Asian Journal of Multidimensional Research .
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Rai, N. (2013). Impact of advertising on consumer behavior and attitude with reference
to consumer durables. International journal of management research and business
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Rehman, F. u., Tariq, N., Khan, A., & Hyder, S. (2014). How advertising affects the
buying behavior of consumers in rural areas: A case of Pakistan. Academic
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VinayagaMoorthy, A., & Madevan, P. (2014). A study of influence of advertisement in

consumer brand preference. Hosur: International journal of business and
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https://www.thebalance.com/advertising-2947182

Yeung, J. (2013). Advertising and consumer spending in the digital age. Pforzheimer
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Zain-Ul-Abideen, & Saleem, S. (2005). Effective advertising and its influence on

consumer buying behavior. 176-183.

49
 APPENDIX A

SURVEY QUESTIONNAIRES

Association of Advertisement and Consumption behavior in juice

(An evidence of Litchi Juice)

Dear Respondent,

As part of my BBA research report at little Angels’ college of management, I’m

conducting a survey that intends to investigate the effect of advertisement and attitude of
customers towards advertisements and their consumption behavior. I will appreciate if
you could fill up the questionnaire. Any information obtained in connection with this
study that can be identified with you will remain confidential.

Section A: Respondent’s Details:

1. Gender: Male Female

2. Age: 15-25 26-36 36-46 46 and above

3. Highest level of education: SLC +2 Bachelors Masters and above

4 Marital Status: Unmarried Married

Section B: Question related to the influence of different types of ads on consumers

(Tick ( ) on one of the option.)

1. What influences you the most to try a new product or service?

a) Advertisement c) Celebrity association
b) Recommendation d) Personal experience

2. Do you pay attention to digital advertising?

a) Yes b) No

50
 3. Do the ads shown in newspapers and magazines affect your buying behavior?
a) Yes b) No

4. Do you get influenced by T.V commercials?

a) Yes b) No

5. Do you pay attention to the ads that are displayed in hoarding boards?
a) Yes b) No

6. How often do you drink Pran’s litchi juice?

a) Regularly b) Weekly
c) Occasionally c) Rarely

Section C: Question related to Influencing factor and Purchasing Criteria

(Rank in order: 1 being the highest)

1. What types of advertisements are most influential over your buying behavior?
a) T.V ads c) Digital ads(social networking sites)
b) Newspaper and magazine ads d)Outdoors(bill boards, hoardings)

2. What do you look out for in an advertisement?

a) A brand that I am familiar with and trust
b) Product information
c) Price information
d) Celebrities associated
e) Discounts and deals
f) A level of consumer interaction

Section D: Statements related to importance of Advertisement and its effect on

consumers

(Please read each statement carefully and mark your level of agreement with each of the
following statement. There is no right or wrong answer. If the item does not apply to you,
please mark “Uncertain.”)

51
Items Strongly Disagree Uncertain Agree Strongly
Disagree Agree
1. I see advertisement as a
beneficial tool because it
provides me important
information about goods
and services.
2. My purchasing behavior
depends on the ads I see.
3. Advertising helps to
make better selection.
4. Advertising promotes
good values in the
society.
5. I came to know about
“Pran litchi” juice
through advertisement.
6. If there were no ads, it
would make consumers
difficult to make any
purchases.
7. I choose pran’s litchi
juice over other juices.
8. I find digital media more
convenient to know about
the products.
9. I recommend my friends
to see ads before making
any purchases.
10. I like ads as they convey
message in an
entertaining way.
11. I feel advertisements
increase brand loyalty.

12. Advertisement makes me

curious about the product.

52
 k|ZgfjnL
lj1fkgn] pkef]udf kfg{] c;/
>L==================

d lnl6n PGh]N; sn]hdf ;~rflnt la=la=P cf7f}+ ;]d]i6/df cWoog/t ljBfyL{ x+'+ .
la=la=P cWoog k'/f ug{sf] nflu d}n] lj1fkgn] pkef]udf kfg{] c;/sf ;DjGwdf 5f]6f]
cg';Gwfg u/L k|ltj]bg tof/ kfb}{ 5' .
t;y{ pQm cg';Gwfg sfo{ k"/f ug{ tkfO{ af6 s]xL tYo k/s ;"rgfx?sf] ck]I ff ub{5' .
tkfO{jf6 k|fKt ;"rgfx?sf] uf]kgLotf /xg] 5 . wGojfb .

efu s

JolQmut ljj/0fM

! s_=lnËM k'?if v_ dlxnf u_ eGg rfxGg

@=pd]/M s_!%–@% v_ @^–#^

u_ #^–$^ 3_$^ eGbf dfyL

#=z}lIfs of]UotfM

s_ sIff !) ;Dd v_ +@ ;Dd

u_ :gfts 3_ :gfQsf]t/ jf :gfQsf]t/ eGbf dfly

53
$=j}jflxs cj:yf

s_ cljjflxt v_ ljjflxt

efu v

u|fxsx?df ljleGg k|sf/sf] lj1fkgsf] k|efj ;+u ;DjlGwt k|Zgx?

Ps ljsNkdf /]hf -  _ nufpg' xf];\ .

!=gof+ pkef]Uo j:t' jf ;]jf pkef]u ug{ tkfO{+nfO{ s] n] j9L k|efj kf5{ ?

s_ lj1fkg v_ l;kmfl/z -c?sf] nx nx}df k/]/_

u_ ;]lna|]lt P;f]l;P;g 3_ JolQmut cg'ej

@=tkfO{+ l8lh6n lj1fkgdf Wofg lbg' x'G5 ?

s_ lbG5' v_ lb+Gg\

#=kq klqsfdf 5flkPsf lj1fkgn] tkfO{+sf] vl/b Jojxf/nfO{ c;/ u5{ { ?

s_ u5{ v_ ub{}g\

$=tkfO{+ l6=le=sf lj1fkgx? 4f/f k|efljt x'g' x'G5 ?

s_ 5' v_ 5}g\

%=tkfO{ xf]l8{ª jf]8{x?df k|blz{t lj1fkgx?df Wofg lbg' x'G5 ?

54
s_ lbG5' v_ lbGg\

^=tkfO{+ “Pran Litchi juice” sltsf] lkpg' x'G5 ?

s_ lgoldt ?kdf v_ ;fKtlxs

u_ slxn]sfxL+ 3_ Psbd} sd

efu u

-j:t' pkef]udf k|efj kfg{] sf/sx?_

!=tkfO{+sf] vl/b Jojxf/df s:tf k|sf/sf lj1fkgx? k|efjzfnL x'G5g\ ?

-qmdfÍ0f ug{' xf];\_

s_ l6=le v_ l8lh6n lj1fkg

u_ kq klqsf 3_ cfp6 8f]/ (hoarding boards) lj1fkg

@= tkfO{+ lj1fkg s] sf] nflu x]g{' x'G5 ?

s_ j|f08 hf] ;+u d kl/lrt 5'+ / ljZjf; ub{5' .

v_ pTkflbt j:t'sf] hfgsf/L kfpg

u_ d"No yfxf kfpg

3_ Celebrities Association -;]nl]j|lt P;f]l;o;g_

ª_ d"Nodf 5'6 tyf pkxf/sf] Joj:yf ;DjlGwt hfgsf/L kfpg

55
 efu 3

lj1fkgsf] dxTj / pkef]Qmfx?df o;n] kfg]{ k|efj ;+u ;DjlGwt hfgsf/L

s[kof lgDglnlvt egfO{x? ;fjwfgLk"j{s k9g'xf];\ / tkfO{ ;xdt e\Psf] sf]i7sdf

(Column) df /]hf lrGx-  _ nufpg' xf];\ .

k"0f{ clglZrt ;xdt k"0f{

c;xdt c;xdt (Uncertain) (Agree) ;xdt
(Strongly (Disagree) (Strongly
Disagree) Agree)
!=d lj1fkgnfO{ nfebfoL
pks/0fsf] ?kdf x]5'{
lsgeg] o;n] dnfO{
pkef]Uo j:t' tyf
;]jfx?sf] af/]df dxTjk"0f{
hfgsf/L k|bfg ub{5 .
@=d]/f] vl/b Jojxf/
lj1fkgdf lge{/ x'G5 .
#=lj1fkgn] /fd|f] j:t' tyf
;]jf rog ug{ dbt ub{5 .
$=lj1fkgn] ;DjlGwt
ljifodf ;r]tgf j9fp+5 .

%=d}n] lj1fgkg jf6} lnrL

h'; jf/] hfgsf/L kfP+ .
^=lj1fkg gx'g] xf] eg]
u|fxsx?nfO{ j:t' vl/b ug{
uf¥xf] x'G5 .
&=d h';x?df Litchi Juice
g} /f]H5' .
56
*=d pTkflbt j:t'sf]
hfgsf/L l8lh6n ldl8of
jf6 ;'ljwfhgs ?kn]
kfp+5' .
(=d d]/f Oi6 ldqx?nfO{
s'g} klg ;fdfg vl/b ug'{
cl3 lj1fkgx? x]g{ ;'emfj
lbG5' .
!)=d lj1fkg x]g{ dg
k/fp+5' lsgeg] tL /f]rs
9Ësf x'G5g\ .
!! lj1fkgn] j:t' tyf ;]jf
pkef]udf lg/Gt/tf sfod
u/fpg db\t u5{ .
!@=lj1fkgn] d df pTkflbt
j:t' jf/] pT;'stf hufp+5
.

57
 ANNEX A

Calculation of Sample size:

n0= z^2*P*Q/e^2 (Israe, 1992)

Where,

z=z-score at confidence level

P=probability of favorable outcome

Q=value of 1-P

e= margin of error

N= total population (average customer who purchased Goldstar shoes)

Infinite population n0= (1.96)^2*0.5*0.5/(0.5)^2

=385 approx.

Finite population n1=n0*N/n0+N-1

=385*150/150+385-1

=108 approx.

58
Table 1:

Work Plan

Description Nov Dec Jan Feb March April May June

Title
selection
Proposal

Review of
Literature
Field Work

Data
Analysis
Report
Writing
Report
Submission

59