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TO STUDY THE IMPACT OF ADVERTISING ON PURCHASING DECISION OF CONSUMERS

A SYNOPSIS For

MASTER OF BUSINESS ADMINISTRATION

Submitted to

DEVI AHILYA VISHWAVIDHALAYA, INDORE

RESEARCH SUPERVISOR: Prof. SHILPI MEHTA Sin. Lecturer (marketing) S.V.C.E. INDORE
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RESEARCHER: PRAMOD JUMDE MBA III SEM(marketing) ROLL NO.:09170110


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RESEARCH CENTER

SWAMI VIVEKANAND COLLEGE OF ENGINEERING, INDORE.

SYNOPSIS
ON

TO STUDY THE IMPACT OF ADVERTISING ON PURCHASING DECISION OF CONSUMERS

For External D.A.V.V.

CONTENTS
S.No. CHAPTER 1. 2. 3. 4. 5. 6. 7. INTRODUCTION REVIEW OF LITERATURE RATIONALE OF THE STUDY OBJECTIVE OF THE STUDY HYPOTHESIS RESEARCH METHODOLOGY BIBLIOGRAPHY

INTRODUCTION

The word advertising is derived from the Latin word viz, "advertero" "ad" meaning towards and "verto" meeting towards and "verto" meaning. "I turn" literally specific thing".

Simply stated advertising is the art "says green." Advertising is a general term for and all forms of publicity, from the cry of the street boy selling newspapers to the most celebrate attention attracts devic e. The object always is to bring to public notice some articles or service, to create a demand to stimulate buying and in general to bring logethel the man with something to sell and the man who has means or desires to buy"

COSUMER BEHAVIOUR
One "official" definition of consumer behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. The actions a person takes in purchasing and using products and services, including the mental and social processes that precede and follow these actions.

CONSUMER PURCHASE DECISION PROCESS


Behind the visible act of making a purchase lies a decision process that must be investigated. The purchase decision process is the stages a buyer passes through in making choices about which products and services to buy . Five Stages of Consumer Behavior
y y y y
y

problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior

REVIEW OF LITERATURE

Herbert E. Krugmann- May 15 1965

He states just by changing perception of the product in the courses of mearly shifting the relative salience of attitudes especially when the purchases is not particularly involved in the message.
Jeffrey A. Barach- Aug 1969

The persuasion of advertising is examined in terms of the risks women face in their decision as consumers. Experimental results relate self confidence, risk style, and product importance to the effect of TV commercials on brand choice for regular & instant coffee, shampoo & house hold wraps. The data confirms the curvillinaer effect of generalized self confidenc e on persuasibility they also show that persuasion is strongly affected by a women risk syle.
Sanjeev Verma

No communication is complete without feedback or reaction the intent behind advertising is to persuade consumer to purchase & repurchase the product over & over again advertiser use different types of appeals and demonstration to attract & retain customers. This study empirically tests the differential influence various advertising appeals create on consumer decision.

RATIONALE OF THE STUDY


The objectives of all business are to makes profits and a merchandising concern can do that by increasing its sales at remunerative prices. This is possible, if the product is widely polished to be audience the final consumers, channel members and industrial users and through convincing arguments it is persuaded to buy it. Publicity makes a thing or an idea known to people. It is a general term indicating efforts at mass appeal. As personal stimulation of demand for a product service or business unit by planting commercially significant news about it in a published medium or obtaining favorable presentation of it upon video television or stage that is not paid for by the sponsor. The cost benefits to every company Objectives and Goals & increase the customers base. Important to make Brand Image among the customers and finding out new Markets.

OBJECTIVE OF THE STUDY

y To know the importance of Advertisement in a Business y To study the relation between advertisement and sales y To study how effective advertisement increase demand y To study how effective advertisement impact on purchasing decision of consumer y To know the consumer behavior

HYPOTHESIS

The basic assumption of this research is that the impact of advertising in purchasing decision of consumer. In our research null hypothesis is there is direct relation between the advertising and purchasing decision of consumer. In our research sample size is 100 in that case we will use Z test.

RESEARCH METHODOLOGY
Research methodology is a way of systematically solving the research problem. Research methodology deals with the research design used and methods used to present the study. Research can be defined as the search for knowledge or as any systematic investigation with an open mind to establish noble facts usually using a scientific method the primary purpose for applied research. Discovering, interpreting and the development of the method and system for the advancement of human knowledge on a wide variety of s cientific matter.

RESEARCH DESIGN:

Research design is a plan to answer whom, when, where, and how the subject under investigation conceived so as to obtain answers to research questions. The type of research design involved in this study is descriptive research studies
SAMPLE SIZE:

No. of samples 100


DATA COLLECTION METHOD:

The required data will be collected by both the primary and secondary sources. The data objective are describe from the research objectives and their determination rests mainly on the research to translate what the decision marker wants into specific descriptive of the needed data.
Primary data:

 The primary data will be collected from the, different consumers. The Respondents we meet personally at their establishments and questionna ire has been given to them and answered questionnaires will be collected back.

 Primary data is the data gathered for the first time by the researcher by using questionnaire.
Secondary data:

 Secondary data, on the other hand, is those which have already been collected by someone else and which already been passed through the statistical process.  Secondary data pertaining to this study will be obtained from company documents, broachers, departmental informations websites etc.

BIBLIOGRAPHY

BOOKS
y KOTLAR PHILIP, Marketing Management y CHHABRA T.N. & GROVER S.K. Marketing Management y KOTHARI C.R. Research Methodology

JOURNAL
y Krugman .E Herbert May 15 1965 The Impact of TV Advertising Learning Without Involvement y Barach. A Jeffrey Aug 1969 Advertising Effectiveness And Risk In The Consumer Decision Process y Verma Sanjeev (NITIE)

NEWS PAPER
y Times of India y Economic times

MAGZINE
y Business world y India Today

WEBSITES
y y y y

www.itcportal.com www.google.com www.researchandmarkets.com www.mbaguys.com