ABSTRACT

This report investigates the impact of advertising on consumer preferences and behavior in the
Nepali market. The report begins with an introduction, which provides a detailed overview of
advertising, its purpose, and its objectives. The report then presents its hypothesis. It assumes
that the population of Kathmandu Valley is representative of the Nepali market, and the results of
the study can be generalized to the Nepali market. The report also assumes that the purposive
sampling method used in the study is appropriate and can yield reliable results. The semi-
structured questionnaires used in the study are assumed to collect relevant data and provide
insights into consumers' preferences and attitudes towards advertisement media. The findings of
the study are assumed to be generalizable to the Nepali market as a whole, and they can be useful
for marketers and advertisers in determining the most effective medium of advertisement to
promote their products or services in the Nepali market.

The research methodology utilized a descriptive and analytical research design, which aimed to
investigate the impact of advertisement on consumers' preferences. The study targeted the
population of Kathmandu valley, and data were collected from 110 respondents using a
purposive sampling method. Semi-structured questionnaires containing 25 questions were
designed and distributed to consumers of various age groups, genders, educational levels, and
occupations, utilizing a convenience sampling method from both urban and suburban areas of
Kathmandu valley. Percentage analysis was conducted using MS Excel to determine the
preferences of advertisement media. The findings of the study showed that television and social
media were the most preferred advertising media in the Nepali market. The study also revealed
that there was a significant relationship between advertisement media and consumer buying
behavior. The report suggests that marketers and advertisers should focus on television and social
media as their primary advertising media in the Nepali market. However, the report also
highlights that the effectiveness of advertising may vary depending on the product, target
audience, and other factors. Therefore, the findings may not be applicable to all situations.

In conclusion, this report provides valuable insights into the impact of advertising on consumer
preferences and behavior in the Nepali market. The report highlights the importance of television

i
and social media as effective advertising media in the Nepali market. The report's methodology
allowed for a comprehensive analysis of the data collected, providing a clear understanding of
the preferences of consumers and their attitudes towards different advertisement media. The
report's findings can be useful for marketers and advertisers in determining the most effective
medium of advertisement to promote their products or services in the Nepali market. However,
the report also acknowledges the limitations of the study and the need for further research to
explore the impact of advertising on consumer preferences and behavior in other regions of
Nepal.

ACKNOWLEDGEMENT
I would like to express my sincere gratitude to all those who have contributed to the completion
of this report entitled “Impact of Advertising on Customer Perception”. First and foremost, I
am grateful to my respected supervisor, Lecturer Mr. Bishal Basnet, for his valuable guidance
and timely orientation throughout the project. Without his constant support and encouragement,
this report would not have been possible.

I would also like to extend my heartfelt thanks to all my friends, colleagues, and others who have
provided me with their affection, emotional support, and valuable feedback, which has been
instrumental in shaping this report.

Furthermore, I wish to acknowledge my parents and my family for their unwavering moral and
financial support, which has enabled me to pursue my academic goals with confidence.

Lastly, I am deeply indebted to all the benevolent creditors who have played an important role in
the successful completion of this report.

…………………
Pustika Acharya
April 2023

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TABLE OF CONTENTS
DECLARATION..........................................................................................................................................................II
SUPERVISOR’S RECOMMENDATION...............................................................................................................III
ENDORSEMENT.......................................................................................................................................................IV
ABSTRACT..................................................................................................................................................................V
ACKNOWLEDGEMENT.........................................................................................................................................VI
TABLE OF CONTENTS..........................................................................................................................................VII
TABLE OF FIGURES.............................................................................................................................................VIII
CHAPTER 1: INTRODUCTION................................................................................................................................1
1.1 BACKGROUND........................................................................................................................................................1
1.2 OBJECTIVES........................................................................................................................................................... 3
1.2.1 Main Objectives:...........................................................................................................................................3
1.2.2 Specific Objectives:.......................................................................................................................................3
1.3 LITERATURE REVIEW................................................................................................................................................3
1.3.1 Kotler et al. (1992) and Blackwell et al. (2005).............................................................................................3
1.3.2 Schlinger's (1979)..........................................................................................................................................3
1.3.3 Niazi and Hunjra (2012)................................................................................................................................4
1.3.4 Dhaliwal (2016).............................................................................................................................................4
1.3.4 Jusienė (2000) and Adams (2005).................................................................................................................4
1.3.5 Shrestha (2019).............................................................................................................................................4
1.3.6 Influence of television and radio...................................................................................................................4
1.3.7 Influence of social media..............................................................................................................................5
1.4 HYPOTHESIS.......................................................................................................................................................... 5
1.5 RESEARCH METHODOLOGY.......................................................................................................................................6

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CHAPTER 2: RESULTS AND DISCUSSION...........................................................................................................8
CHAPTER 3: CONCLUSION AND RECOMMENDATIONS..............................................................................11
3.1 CONCLUSION....................................................................................................................................................... 11
3.2 RECOMMENDATIONS.............................................................................................................................................11
REFERENCES............................................................................................................................................................13

TABLE OF FIGURES
Table 1: Age Wise Persuasion of Advertisement Media_________________________________________________9
Table 2: Gender wise Persuasion of Advertisement Media_______________________________________________9
Table 3: Education wise Persuasion on Advertisement Media___________________________________________10
Table 4: Occupation wise Persuasion on Advertisement Media__________________________________________10

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CHAPTER 1: INTRODUCTION

1.1 Background
Advertisement refers to all the activities involved in presenting to a group, a non-personal oral or
visual, openly sponsored message regarding a product, service idea or organization is
disseminated through one or more media and is paid for by an identified sponsor. Advertising
consists of all the activities involved in presenting to an audience, a non-personal, sponsor
identified paid for message about a product or organization. (Stanton, et., al., 1994). Advertising
is any paid form of non-personal presentation and promotion of ideas, goods, or services by an
identified sponsor. An advertisement is an announcement to the public of product, service, or
idea through a medium to which the public has access. The medium may be print (such as
newspapers, banner, and hoardings), electronics (radio, television, cable phone), or any other. An
advertisement is usually paid for by an advertiser at fixed rate or negotiated with the media. It is
a form of persuasive communication with the public. The communication is usually one sided, in
one direction from the advertiser and to the public. Advertising is the most visible marketing
tools which seeks to transmit an effective message from the marketer to a group of individuals.
The marketer pays for sponsoring the advertising, unlike salesmanship which interacts with a
buyer face to face, is non-personal. It is directed at a mass audience, and not an individual, as in
personal selling. Advertising aims at drawing attention to a product or service. It seeks to create
an awareness about the existence of advertised product or services. It passes on the information
about the product and service in such a way that interest is created in the mind of the prospective
customer about the product or service.

Advertising is the main tool of informing, convincing, influencing and persuading to the targeted
segment and plays significant role on brand choice of consumer products. The advertiser needs
comprehension of psychology. The effective advertising needs to be familiar with certain effects
that lead to certain response. Advertising is a method of communication, which is one of the
most important aspects of human behavior. Advertising is a major form of promotion in
international as well as domestic marketing. People generally buy a product only after knowing
about it. That is why: advertising plays a vital role in marketing especially in purchasing and
providing information to a large number of scattered masses in different regions of the country.

1
Advertising as a tool of mass selling is an indispensable medium. It can bring the message to
millions of people at the same time, while it is not possible in the personal selling, store display
etc. Today business organization, social organization, political organization and government and
nongovernment organization are also using advertising as a major tool promoting and presenting
goods and services as well as political candidates for votes. Advertising is a crucial element of
modern-day marketing and communication strategies. It is an essential tool used by businesses,
organizations, and governments to inform and persuade a large audience about their products,
services, ideas, or causes (Kotler, 2006). Advertisement refers to all the activities involved in
presenting a non-personal message regarding a product, service, idea, or organization that is
openly sponsored by an identified sponsor. It is disseminated through one or more media and is
paid for by the sponsor.

An advertisement is an announcement to the public of a product, service, or idea through a

medium to which the public has access. The medium may be print, such as newspapers, banners,
and hoardings, or electronic media, such as radio, television, cable, and phone. Advertisements
are usually paid for by advertisers at a fixed rate or negotiated with the media. It is a form of
persuasive communication with the public, and the communication is usually one-sided, in one
direction from the advertiser to the public. Advertising is the most visible marketing tool that
seeks to transmit an effective message from the marketer to a group of individuals. The marketer
pays for sponsoring the advertising, unlike salesmanship, which interacts with a buyer face-to-
face and is more personal. Advertising is directed at a mass audience, not individuals, as in
personal selling. The primary aim of advertising is to draw attention to a product or service and
create awareness about its existence. Advertising passes on information about the product or
service in such a way that it generates interest in the mind of the prospective customer. It seeks to
inform, convince, influence, and persuade the targeted segment and plays a significant role in
brand choice of consumer products. Effective advertising needs to comprehend certain effects
that lead to a specific response. Advertisers need to be familiar with psychology to create
persuasive and effective advertising messages. Advertising is a major form of promotion in
international as well as domestic marketing. People generally buy a product only after knowing
about it. That is why advertising plays a vital role in marketing, especially in purchasing and
providing information to a large number of scattered masses in different regions of the country.
Advertising as a tool of mass selling is an indispensable medium. It can bring the message to
millions of people at the same time, which is not possible in personal selling, store display, or
other traditional forms of marketing. Today, businesses, social organizations, political
organizations, governments, and non-government organizations are also using advertising as a
major tool to promote and present goods and services as well as political candidates for votes.

2
Advertising has several types and formats. The most common type of advertising is product
advertising, which aims to sell a particular product or service. Product advertising can be further
divided into direct and indirect advertising. Direct advertising focuses on the specific benefits of
the product or service, whereas indirect advertising creates a general image of the product or
service. Another type of advertising is institutional advertising, which promotes an organization,
idea, or cause rather than a product or service. Institutional advertising aims to create a positive
image of an organization in the minds of the public. It is often used by non-profit organizations,
government agencies, and advocacy groups. Advertising can also be categorized by its format.
Print advertising is one of the oldest forms of advertising and includes ads in newspapers,
magazines, flyers, and brochures. Electronic advertising includes radio and television
commercials, as well as internet advertising, such as banner ads, pop-ups, and social media ads.
Outdoor advertising includes billboards, posters, and signage. Point-of-sale advertising is found
at the point of purchase, such as in-store displays and packaging.

1.2 Objectives
1.2.1 Main Objectives:
The main objective of the case study is to investigate the impact of advertising on consumer
preferences and behavior in the Nepali market. Specifically, the case aims to provide insights
into the most effective medium of advertisement in Nepal and the impact of such advertisements
on consumer behavior.

1.2.2 Specific Objectives:

 To understand the concept of advertising and its role in promoting products or services.
 To examine the relationship between advertisement media and consumer buying
behavior.
 To determine the preferences of consumers towards different advertisement media based
on age, gender, and occupation.
 To evaluate the effectiveness of different advertisement media in the Nepali market.
 To provide recommendations to marketers and advertisers on the most effective medium
of advertisement in Nepal.

1.3 Literature Review

Advertising is a crucial element in modern business. It is a way for companies to communicate
with their audience, provide information about their products or services, and persuade
consumers to make a purchase. Researchers have suggested various evaluative dimensions of
advertising, including relevant news, brand reinforcement, entertainment, empathy, familiarity,
3
and confusion. These dimensions have been tested and their reliability has been confirmed in
numerous studies. Advertising is a powerful tool that can shape consumers' attitudes and
perceptions and, in turn, influence their buying behavior.

1.3.1 Kotler et al. (1992) and Blackwell et al. (2005)

They argue that businesses should focus on the process of advertising creation, rather than the
amount of money spent, as the impact of advertising on consumers is determined by the quality
of the advertisement itself. The advertisement should be engaging, informative, and persuasive in
order to capture the attention of the target audience.
1.3.2 Schlinger's (1979)
He viewer response profile is widely accepted by academic researchers and advertising agencies
as a way to evaluate advertising. This profile consists of six dimensions, including relevant news,
brand reinforcement, entertainment, empathy, familiarity, and confusion. Numerous studies have
confirmed the reliability of these dimensions, and they are now commonly used to evaluate
advertising effectiveness.
1.3.3 Niazi and Hunjra (2012)
They examined the relationship between environmental response, emotional response, and
consumer buying behavior. They found that advertising is a way to communicate with the
audience and persuade them to make a purchase. Environmental and emotional responses are
independent variables that can influence consumers' buying behavior. Therefore, advertisers
should consider these factors when creating an advertisement.
1.3.4 Dhaliwal (2016)
He highlights the importance of advertising in shaping consumers' attitudes and perceptions. A
strong consumer perception can positively influence their buying behavior. Companies should
aim to attract and retain customers by creating quality advertisements that provide information
about their products or services. Advertising is a powerful tool that can help companies achieve
their goal of attracting and retaining customers.
1.3.4 Jusienė (2000) and Adams (2005)
They argue that advertising plays a crucial role in today's market. It serves as a channel of
information dissemination and a presumption for market feedback. The main goal of advertising
is to attract consumers' attention and analyze the impact of advertising on their behavior.
Advertising can influence consumers' cognitive, emotional, and behavioral aspects, making it a
powerful tool for businesses to use in shaping consumers' attitudes and perceptions.
1.3.5 Shrestha (2019)
He highlights the various mediums through which advertising can be delivered, including print
media, electronic media, display media, and network media. In the Nepali market, advertising is

4
used to inform people about products and persuade them to purchase specific brands. Nepali
marketers have been using various mediums, including print, electronic, and display media, to
advertise their products or services.
1.3.6 Influence of television and radio
Ranjbarian and colleagues (2011) found that TV ads have an impact on attention, interest, and
desire. In contrast, Nysveen and Breivik (2005) stated that radio ads have a weaker effect on
changing consumers' attitudes and behaviors. Television has become an effective and widely
used medium for mass communication in business, especially for advertising. Newspaper ads
transmitted through television are particularly effective due to the combination of audio and
video and their wide reach. TV commercials are considered the most effective mass market
advertising format, as reflected by the high prices charged for commercial airtime during popular
TV events. Neupane (2019) reported that among those aged 15-25, the vast majority (82%)
preferred television for ads, with smaller percentages choosing newspaper/magazines (9%) or
other mediums (9%). For those aged 26-35, 72% preferred television, with smaller percentages
choosing newspaper/magazines (12%), radio (8%), or other mediums (8%). In the 36-45 age
group, 62% preferred television, with newspaper/magazines (19%) and radio (19%) being
chosen by smaller percentages. For those above 45, only 40% preferred television, with
newspaper/magazines (5%) and radio (5%) being chosen by smaller percentages, and 50%
opting for other mediums. The results of these gender-based surveys indicate that television is
the most effective medium for attracting customers, with both male and female viewers showing
a preference for this medium.

1.3.7 Influence of social media

According to Opeodu and Gbadebo (2017), advertisements on different media platforms have
varying levels of influence on consumer choices, making it crucial for advertisers to make wise
choices on which platform to use. Singh (2012) also emphasizes the importance of media mix
decisions for product and service promotion. Advertisements are widely accepted among
consumers as a source of information, making media mix decisions critical for advertisers, as
noted by Shrivastava (2014). Social media is defined as consumer-generated media that covers a
wide variety of online information sources used by consumers to share information with others
on any topic of interest, and is a vital marketing tool for businesses, as noted by Kohli et al.
(2014). According to e-Marketer (2013), nearly one in four people worldwide use social network

5
sites, a number that is estimated to increase to 2.55 billion people by 2017 (Schivinski et al.,
2016). Social media allows companies to interact with consumers to create brand dialogue and
marketing discourse, but negative comments can also impact brand reputation (Ho-Dac et al.,
2013). Of the three commonly used social media platforms for marketing and branding (Twitter,
YouTube, and Facebook), Facebook is considered the "holy grail of marketers" due to its focus
on integrating advertising into social content and creating engagement among users (Nelson-
Field et al., 2012). The increasing use of social media worldwide has led to the belief that it is a
valuable tool in supporting consumer engagement and shaping consumer behavior and brand
loyalty. Companies are continually looking for new methods to reach consumers, and social
media platforms like Facebook, YouTube, and Twitter have created mechanisms for consumers
to interact with brand-specific content and develop rapport with brands (Putter, 2017).

In conclusion, advertising is a powerful tool that can influence consumers' attitudes and
perceptions, and in turn, their buying behavior. The quality of the advertisement itself, as well as
environmental and emotional responses, can influence consumers' buying behavior. The six
dimensions of advertising, including relevant news, brand reinforcement, entertainment,
empathy, familiarity, and confusion, have been widely accepted by academic researchers and
advertising agencies as a way to evaluate advertising effectiveness. Companies should focus on
creating quality advertisements that engage, inform, and persuade consumers to make a
purchase. In today's market, advertising is an essential tool for businesses to use in order to
attract and retain customers.

1.4 Hypothesis
The report investigates the impact of advertising on consumer preferences and behavior in the
Nepali market. The study aimed to provide insights into the effective medium of advertisement
in the Nepali market and the impact of such advertisements on consumer behavior. The following
hypothesis are permissible:
 The population of Kathmandu Valley is representative of the Nepali market: The report
assumes that the population of Kathmandu Valley is representative of the Nepali market,
and the results of the study can be generalized to the Nepali market. However, this may
not be true as Kathmandu Valley may have different demographics, socioeconomic
conditions, and consumer behaviors compared to other parts of Nepal.
 Purposive sampling method is appropriate: The report assumes that the purposive
sampling method used in the study is appropriate and can yield reliable results. However,
the sample may not be representative of the population as it is selected based on the
researcher's judgment and may be biased.

6
  Semi-structured questionnaires can collect relevant data: The report assumes that the
semi-structured questionnaires used in the study can collect relevant data and provide
insights into consumers' preferences and attitudes towards advertisement media.
However, the questionnaires may not capture all aspects of consumer behavior, and the
responses may be influenced by social desirability bias.
 Convenience sampling method can yield diverse respondents: The report assumes that the
convenience sampling method used in the study can yield diverse respondents from
various age groups, genders, educational levels, and occupations. However, this may not
be true as the respondents may not be representative of the population, and the sample
may be biased towards certain groups.
 Impact of other factors: The report assumes that advertising is the only factor that impacts
customer perception. However, other factors such as brand reputation, product quality,
and customer service may also play a role.
 Accuracy of results: The report assumes that the results obtained from the study are
accurate and reliable. However, there may be errors or biases in the data collection or
analysis that may affect the accuracy of the results.
 Generalizability of results: The report assumes that the findings of the study can be
generalized to the Nepali market as a whole. However, this may not be true as the study
was conducted in a specific region and may not be representative of the entire Nepali
market.
 Findings can be useful for marketers and advertisers: The report assumes that the findings
of the study can be useful for marketers and advertisers in determining the most effective
medium of advertisement to promote their products or services in the Nepali market.
However, the effectiveness of advertising may vary depending on the product, target
audience, and other factors, and the findings may not be applicable to all situations.

1.5 Research Methodology

The research utilized a descriptive and analytical research design, which aimed to investigate the
impact of advertisement on consumers' preferences. The study targeted the population of
Kathmandu valley, and data were collected from 110 respondents using a purposive sampling
method. Semi-structured questionnaires containing 25 questions were designed and distributed to
consumers of various age groups, genders, educational levels, and occupations, utilizing a
convenience sampling method from both urban and suburban areas of Kathmandu valley. To

7
determine the preferences of advertisement media, percentage analysis was conducted using MS
Excel. The results revealed the relationship between advertisement media and consumer buying
behavior, which were presented in tabular form categorized by age, gender, and occupation. A
total of 115 questionnaires were distributed to the sample respondents, out of which 100
responses were deemed usable. The study aimed to provide insights into the effective medium of
advertisement in the Nepali market and the impact of such advertisements on consumer behavior.
The methodology employed in the study allowed for a comprehensive analysis of the data
collected, providing a clear understanding of the preferences of consumers and their attitudes
towards different advertisement media. The sample size of 110 respondents was deemed
sufficient for the study, and the use of a semi-structured questionnaire allowed for flexibility in
collecting data from participants. The convenience sampling method ensured that respondents
were easily accessible and represented a diverse range of age groups, genders, educational levels,
and occupations. The percentage analysis conducted using MS Excel allowed for a more detailed
understanding of the data collected and revealed patterns in the relationship between
advertisement media and consumer behavior. The tabular form of data presentation allowed for
easy interpretation and analysis of the results, categorized by age, gender, and occupation.
Overall, the study provided valuable insights into the preferences of consumers in the Nepali
market and the impact of different advertisement media on consumer behavior. The findings of
the study can be useful for marketers and advertisers in determining the most effective medium
of advertisement to promote their products or services in the Nepali market.

8
CHAPTER 2: RESULTS AND DISCUSSION
Table 1: Age Wise Persuasion of Advertisement Media

Male Female Total

Medium
No % No % No %
Newspaper 8 12 4 12 12 10.92
Radio 4 6 3 9 7 6.36
Television 51 76 24 73 75 68.18
Other 4 6 12 6 16 14.54
Total 67 100 43 100 110 100
Source: Field Survey 2018
According to the aforementioned table, of the 67 males in the gender analysis, 12% chose
newspapers or magazines, 6% radio, 76% television, and 6% other forms of advertising. 12% of
the sample's 33 female respondents chose newspapers or magazines, 9% chose radio, 73% chose
television, and 6% chose other forms of advertising. However, the overall gender-based results
indicate that television is the most effective medium for attracting customers. It demonstrates
how both male and female viewers are affected by television advertisements.

Table 2: Gender wise Persuasion of Advertisement Media

15-25 26-35 36-45 Above 45 Total
Medium N
No % No % % No % No. %
o
Newspaper/
3 9 5 12 3 19 1 5 12 10.91
Magazines
Radio - - 3 8 3 19 1 5 7 6.36
Television 28 82 29 72 10 62 8 40 75 68.18
Other 3 9 3 8 - - 10 50 16 14.55
11
Total 34 100 40 100 16 100 20 100 100
0
Source: Field Survey 2018
In the aforementioned table, among those aged 15 to 25, 9% chose newspapers or magazines,
82% preferred television, and 9% preferred other forms of advertising (hoarding board, posters,
pamphlets etc). Under the age of 26 to 35, 12% of people opt for newspapers and magazines, 8%
for radio, 72% for television, and 8% for other forms of advertising (hoarding boards, posters,
pamphlets, etc.). Under the age of 36 to 45, 19% of people choose newspapers and magazines,
19% choose radio, and 62% of people prefer television. Under the age of 45, 5% of people

9
choose newspapers and magazines, 5% also select radio, 40% of people choose television, and
50% of people choose other media. According to the response, other media make up the majority
of people's media choices under the age of 45.

The comparison table above, however, makes apparent that a significant portion of respondents
believe that television is the most effective form of advertising. It is clear that television is the
most effective form of advertising across all age groups.

Table 3: Education wise Persuasion on Advertisement Media

Under Post-
SLC Intermediate Graduate Others Total
Medium SLC Graduate
No % No % No % No % No % No % No %
Newspaper   - 1 8 4 14 6 16 1 5 - - 12 10.92
Radio 1 10 1 8 2 7 2 5 1 5 - - 7 6.36
Television 9 90 10 84 20 72 27 71 16 85 3 100 85 77.27
Other - - - - 2 7 3 8 1 5 - - 6 5.45
Total 10 100 12 100 28 100 38 100 19 100 3 100 110 100
Source: Field Survey 2018
According to the aforementioned table's education category, 10% of students below SLC chose
radio and 90% chose television. 8% of SLC level respondents chose radio, 8% chose newspapers
or periodicals, and 84% chose television. 14% of the intermediate group chose newspapers and
magazines, 7% chose radio, 72% chose television, and 7% chose another kind of advertising
(hoarding boards, posters, pamphlets etc). On the undergrad level, 16% chose newspapers and
magazines, 5% chose radio, 71% chose television, and 8% chose other (hoarding boards, posters,
pamphlets etc). Undergraduates chose 5% of radio, 5% of television, 5% of newspapers and
magazines, and 5% of other media (hoarding boards, posters, pamphlets etc). At the other level,
all respondents (100%) chose television as the most effective form of advertising.
The majority of respondents said that television was the most effective form of advertising in the
field of education. The other level of education had the largest number of respondents who said
television was the most effective form of advertising.
Table 4: Occupation wise Persuasion on Advertisement Media
Service
Student Housewife Businessman Others Total
Medium Holder
No % No % No % No % No % No %
Newspaper 3 8 1 9 7 20 1 5 - - 12 10.9
Radio - - 2 18 3 8 1 5 1 14 7 6..36
Television 31 82 8 73 23 66 7 37 6 86 75 68.2
Other 4 10 - - 2 6 10 53 - - 16 14.5

10
 Total 38 100 11 100 35 100 19 100 7 100 110 100
Source: Field Survey 2018
The accompanying table, organized by occupation, illustrates that for the students group. 8% of
those polled chose newspaper/magazine, 82% chose television, and 10% chose other. (hoarding
boards, posters, pamphlets etc). Under housewife, 9% of respondents chose
newspaper/magazine, 18% radio, and 73% television. Under the Service Holders category, 20%
chose newspaper/magazine, 8% radio, 66% television, and the remaining 6% chose others.
(hoarding boards, posters, pamphlets etc). Under Businessman, 5% chose newspaper/magazines,
5% radio, 37% television, and the remaining 53% other media. Others chose radio as the most
compelling form of advertisement, while the remaining 86% chose television. Other media has
the largest percentage of media selection among business people. However, 10.92% of the 110
total respondents chose newspaper, 6.36 chose radio, and 68.18 chose television. Other media
has the largest percentage of media selection among business people. However, out of 110 total
respondents, 10.92% preferred newspapers, 6.36 preferred radio, 68.18 preferred television, and
14.54% preferred other forms of advertising. This clearly shows that television is the most
effective method of advertising.

It affects the entire category based on age, gender, education, and occupation. As a result, we can
regard television as a convincing medium of advertisement.

11
CHAPTER 3: CONCLUSION AND RECOMMENDATIONS

3.1 Conclusion
The report investigates the impact of advertising on customer perception, specifically in the
Nepali market. The research design was analytical and descriptive, with data collected from 110
respondents using purposive and convenience sampling methods. The findings were presented in
tables and analyzed by age, gender, and occupation. Here are some conclusions drawn from the
report:
 The study revealed that television is the most effective medium for advertising across all
age groups and genders. The results showed that a significant portion of respondents
preferred television over other media, such as newspapers, magazines, radio, and other
forms of advertising.
 The study revealed that different advertisement media have different impacts on
consumer behavior. The results showed that television has the most significant impact on
consumer behavior, followed by newspapers and magazines, and then radio.
 The study revealed that consumer preferences for advertisement media vary with age.
The results showed that younger consumers preferred television more than older
consumers, and older consumers preferred newspapers and magazines more than younger
consumers.
 The study revealed that consumer preferences for advertisement media also vary with
education level. The results showed that consumers with higher education levels
preferred television more than consumers with lower education levels, and consumers
with lower education levels preferred newspapers and magazines more than consumers
with higher education levels.
 The study's findings suggest that marketers and advertisers need to consider consumer
preferences when choosing advertisement media. They should conduct research to
understand their target audience's preferences and tailor their advertisement strategies
accordingly.

12
  The study's methodology was appropriate for the research question and provided valuable
insights into consumer preferences. The use of a descriptive and analytical research
design, a purposive sampling method, and a semi-structured questionnaire allowed for a
comprehensive analysis of the data collected, providing a clear understanding of the
preferences of consumers and their attitudes towards different advertisement media. The
study's findings can be useful for marketers and advertisers in determining the most
effective medium of advertisement to promote their products or services in the Nepali
market.

3.2 Recommendations
After examining this report, following suggestions have been identified that can create a
favorable impression on customers.

1. Use a more diverse and representative sampling method: The report used a purposive
sampling method and a convenience sampling method. It is recommended to use a more
diverse and representative sampling method to ensure that the data collected accurately
reflects the Nepali market.
2. Consider the impact of other factors on consumer behavior: While the report focused on
the impact of advertising on consumer preferences and behavior, it is recommended to
consider other factors such as brand reputation, product quality, and customer service,
which may also play a role in consumer behavior.
3. Use multiple research methods: While the report used semi-structured questionnaires to
collect data, it is recommended to use multiple research methods such as interviews, focus
groups, and observation to obtain a more comprehensive understanding of consumer
behavior.
4. Increase the sample size: The report used a sample size of 110 respondents. It is
recommended to increase the sample size to obtain more accurate and representative
results.
5. Test the generalizability of the results: The report assumes that the findings can be
generalized to the Nepali market. It is recommended to test the generalizability of the
results by conducting a similar study in other regions of Nepal.

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