A Study On Effect of News Paper Advertisement On Consumer Buying Behavior of Two Wheelers

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A study on effect of news paper advertisement on consumer buying behavior of

two wheelers
Article in Philica · December 2016
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5/17/2017 Kakkad, R. (2016). A study on effect of news paper advertisement on consumer buying behavior of two wheelers. PHILICA.COM Article number 752.
A study on effect of news paper advertisement on consumer
buying behavior of two wheelers
Ratish Kakkad (Gujarat Technological University, Indian Institute of Management, Ahmedebad)
Published in econo.philica.com
Abstract
As a marketer a person needs to know that how consumers make decisions for buying a particular product. One of the
tools of advertisement in print media is news paper. This is tool for advertisement which is easily reachable to the people
and where almost all the marketers can market their products. This study focuses on the effect of news paper
advertisement on consumer buying behavior specifically on the buyer of the two wheelers.
Introduction :
Newspaper advertising is often a doubleedged sword. It can provide you with exposure and leads, but your response rate will
probably be less than overwhelming in comparison to other advertising mediums such as direct mail or broadcast advertising.
Advertising in regional and national newspapers can be expensive. Advertising in local or community newspapers is less so
and may provide a more focused advertising approach. If your business trade is localized, it certainly makes more sense to
focus on the community or local papers that your customers are more likely to read.
Running ads in major metropolitan newspapers can be effective if your product or service offering is strong enough or unique
enough to pull in customers from throughout the readership or circulation area.
C hances are that your competitors will be spending money on newspaper advertising, too. Remember that this will reduce the
effectiveness of your newspaper advertising campaign, because you will be competing for your customer’s attention and
“mind share.”
Newspaper advertising is sold by the column inch. Different advertising classifications may have different rates. For instance,
a service directory advertisement may be less expensive per column inch than a small ad placed on a regular editorial page.
Virtually all newspapers offer discounts for contract advertisers, depending upon the volume of space they commit to over the
course of a contract year.
What is C onsumer Buying Behavior?
Buying Behavior is the decision processes and acts of people involved in buying and using products.
Need to understand:
• Why consumers make the purchases that they make?
• What factors influence consumer purchases?
• The changing factors in our society.
C onsumer Buying Behavior refers to the buying behavior of the ultimate consumer. A firm needs to analyze buying behavior
for:
• Buyers reactions to a firms marketing strategy has a great impact on the firm’s success.
• The marketing concept stresses that a firm should create a Marketing Mix (MM) that satisfies (gives utility to) customers,
therefore need to analyze the what, where, when and how consumers buy.
Marketers can better predict how consumers will respond to marketing strategies.
Rational of study
http://philica.com/printer_article.php?article_id=752 1/5
In the market so many factors are affecting on the consumer buying behavior. In all of them one factor is advertisement.
Advertisement has many types like hoardings, NEWS PAPER commercial, digital add, news paper ad etc. in all of them I select
newspaper advertisement effect because it is media of easy to reach all type of consumer. My study is base to find the results
that how the news paper advertisement can affect the consumer buying behavior of two wheelers.
Scope
The main area covered during the study is news paper advertisement and impact of it on buying behavior of the consumer. It
is very well prescribed that consumer buying behavior is the psychology which affected by various factors. To be very precise
we have selected news paper advertising as a factor affecting buying behavior of a consumer. The purpose is to find out is
there any effect of news paper. Advertisement on consumer buying behavior or not? And up to what level of significance? The
Inferences from the study are based on the responses given by the consumers in a specific area. This study will be helpful in
getting an insight into the perception of C onsumers on news paper Advertisements.
Review of literature
C onsumer Behavior by Hawkins, Best, C oney and Mokherjee: The authors of the book discussed various factors affecting
consumer behavior for buying such as demographic and social influences (family and household), group influence, impact of
advertising and internal influences (learning, perception, attitude etc.). The book elucidated the topics such as types of
consumer decisions, purchase involvement and product involvement. The book also emphasized on information search
process and various ways for providing relevant information to the consumers are recommended in this study. The book also
emphasized on individual judgment and proposed that the ability of an individual to distinguish between similar stimuli is called
sensory discrimination which could involve many variables related to individual preferences.1
C onsumer Behavior by Leslie Lazar and Schiff man: The authors suggested consumer behavior as individual differs as from
group. The family decision for a purchase decision is entirely different from individual decision making. The authors discussed
various variables that affect consumer purchase decision. The book focused on family life cycle and various needs of
consumer during different life stages. The family decision making process as a group decision making is elaborated and it is
recommended to segment the market according to family need hierarchy.2
C onsumer Behaviour by Bitta and Della: The authors proposed that consumer behaviour studies play an important role in
deciding marketing segments and marketing strategies. The authors recommended that consumer is often studied because
certain discussions are significantly affected by their behaviour or expected actions. For this reason such consumer behaviour
is said to be an applied discipline. Such applications can exist at two levels of analysis. Market segmentation, consumer
decision making and buying behaviour is considered as core marketing activities in designing effective marketing strategies.
The micro perspective involves understanding consumers for the purpose of helping a firm or organisation to accomplish its
objectives. On the other hand macro or societal perspective consumers collectively influence economic and social conditions
within an entire society. The authors discussed factors affecting consumer behaviour at micro and macro level for making a
purchase decision.3
C onsumer Behavior by Karunik and Schiffman: The book highlights dynamic business environment is turbulent as never
before and the service industry as promising as never before. In this era of intense competition companies understand the
customer is the king in the market and success depends a lot on the efficiency of the managers in delivering the promised
product or services. The responsibility lies on the organisations to develop a culture, ethics, responsibility, value and quality
services should be offered to achieve higher level of customer satisfaction. Dynamic consumer behaviour is required to
analyse various factors affecting consumer purchase decision directly or indirectly.
C onsumer Behaviour by Batra, S, K &Kazmi,: The book has described consumer decision making process, buyers black box
and importance of consumer behaviour studies for marketers in order to understand what satisfy the ultimate consumer. The
book described vital characteristics of Indian consumer and competitive advantages in Indian context for the marketers. The
consumer decision process, buying roles and consumer black box are discussed in detail. The various steps evolving
consumer decision making are linked with the life stages. Young buyers, women and children considered as uprising
consumers groups as a part of competitive market situation
Advertisements are defined into two basic categories such as informative and transformative advertisements. Informative
advertisement is one which provides consumers with actual facts (i.e. price, quantity, etc) and other brand details in a logical
manner such that a consumer can have greater confidence in assessing the merits of buying the brand. Transformative
advertisement is one which uses various psychological characteristics to differentiate it from the experience of using other
brand
Vinod Kumar Bishnoi and Ruchi Sharma have done a study on “The Impact of NEWS PAPER Advertising on Buying Behavior: A
C omparative Study of Urban and Rural Teenagers”. The objective of the study is to establish whether the residential
background of consumers has a varying influence on their buying decisions due to the influence of NEWS PAPER advertising.
The study found that the urban teenagers do not buy NEWS PAPER advertised products if they do not require those brands.
They also like the advertisements of the products that they are using and believe that products are as good as expected from
NEWS PAPER advertisements. Male teenagers’ buying behavior is more influenced by television advertisements than their
female counterparts.
Manish Jha et al. have done a study on “Impact of Advertisement on C onsumer Buying Behviour in Two Wheeler Segment”.
The study found that, Advertisement plays a major role in communicating to the customer information/specification about the
product. Also the study found that people are mostly motivated by user life style, peer group and status factors to buy the
twowheelers.
Research problem : A study on effect of newspaper advertisement on purchasing of motor bike.
Objective of the study
Primary Objective: A study on effect of newspaper advertisement on purchasing of motor bike.
Secondary Objectives: To understand the factors affecting consumer buying behavior.
Hypothesis framing
H0: There is no effect of newspaper advertisement on purchasing of motor bike.
H1: There is effect of newspaper advertisement on purchasing of motor bike.
Research methodology
1. Universe: All the customers of two wheelers
2. Population C ustomers of two wheelers in Rajkot
3. Sample elements: C ustomers of two wheelers
4. Sample size: 200 customers
5. Sampling method: Random sampling
6. Data collection: Questionnaire
7. Statistical tool: T test analysis
8. Nature of research: Descriptive
1. Do you have bike?
(1) Yes (2) no
Interpretation:
From the above diagram we have seen that the 56% boys have a bike and 44% boys doesn’t have a bike.
2. Who influence your decision regarding purchase of a bike?
(1) Spouse (2) self (3) children (4) friends
I. Interpretation:
From the above diagram we have seen that the most of the buyers take purchasing decision through own self (40%), and
another buyers purchasing decision depend on spouse (18%), children (14%) and friends (28%).
3. FIND NEWSPAPER ADVERTISEMENT MORE INFORMATIVE.
Interpretation:
From the above diagram we have seen that 38% people are strongly agree with the information provide in newspaper is
effective,30% people are agree ,9% people are disagree and 9% people are strongly disagree.
4. News paper advertising being impressive.
Interpretation:
impressive ,35% people are agree ,13% people are disagree and 5% people are strongly disagree.
5. Newspaper advertisement is understandable.
Interpretation:
understandable ,34% people are agree ,13% people are disagree and 6% people are strongly disagree.
6. Newspaper advertising being eye catching.
Interpretation:
From the above diagram we have seen that 20% people are strongly agree with the advertisement of newspaper is eye
catching ,34% people are agree ,15% people are disagree and 8% people are strongly disagree.
7. Newspaper advertising being creative.
Interpretation:
From the above diagram we have seen that 30% people are strongly agree with the advertisement of newspaper is creative
,34% people are agree ,10% people are disagree and 4% people are strongly disagree.
8. News paper advertising being reliable.
Interpretation:
From the above diagram we have seen that 27% people are strongly agree with the advertisement of newspaper is reliable
,31% people are agree ,13% people are disagree and 6% people are strongly disagree.
9. Promotional message in the Newspaper advertisement has impact on my behavior.
Interpretation:
From the above diagram we have seen that 17% people are strongly agree with the Promotional message in the Newspaper
advertisement has impact on own behavior,41% people are agree ,14% people are disagree and 5% people are strongly
disagree.
10. I see advertisement of bikes more in newspaper than anywhere else.
Interpretation:
From the above diagram we have seen that 25% people are strongly agree with the Newspaper advertisement of bikes more
in newspaper than any elsewhere ,33% people are agree ,15% people are disagree and 7% people are strongly disagree.
11. I find more detail in newspaper advertisement than anywhere else about bike.
Interpretation
From the above diagram we have seen that 25% people are strongly agree with find more detail in newspaper advertisement
than anywhere else about bike, 26% people are agree ,15% people are disagree and 14% people are strongly disagree.
Testing Hypothesis with t – test
Here sample size is 200 that I used t test and question is likert scale
STEP 1
H0: There is no effect of newspaper advertisement on purchasing of motor bike.
H1: There is effect of newspaper advertisement on purchasing of motor bike.
Step 2 used SPSS software :
Step 3 result: mean> test value 2.3829 > .000
The mean value is less than test value which also confirms that newspaper ad has effect on purchasing motor bike.
Findings
The above study we can find that the consumers are get information about bike through TV advertisement compare to news
paper.
News paper advertisement is more informative.
News paper advertisement has been creating one impression on consumer mind.
C ustomers are understand news paper advertisement message
News paper advertisement is not very attractive
Reliability of news paper ad is good
View publication stats
promotional message of ad like festival offers are effect on consumer buying behavior
• customers gets more details about bike in news paper like availability, payment condition etc
C onclusion
The current study focuses on the impact of informational content on consumer buying behavior of bike. Its impact can be
accessed from the fact that advertisements with more informational content were found to influence more customers than
advertisements with less informational content. The impact of news paper advertisement is on consumer buying behavior is
not very much effective because of customers are like to see the live advertisement like TV ad Those customer who has
available only one source of information for that news paper ad is very good informative source. The study is defined that
customers are satisfied with the information and offers are available in special time like festival offers. In short terms
customers give preference of news paper ad to purchase a bike.
Reference
• http://www.ripublication.com
• Del I Hawkins, Roger J Best,Kenneth A C oney, Amit Mukherjee (2007). C onsumer Behaviour. Tata McGrawhill.
• Schiffman Lenon G., & Kanuk Leslie Lazar (2006). C onsumer Behaviour. Prentice Hall of India.
• Loudon David L. & Bitta Albert J. Della., (2004). C onsumer Behaviour. Second ed. McGrawhill.
• Schiffman Lenon G., & Kanuk Leslie Lazar (2006). C onsumer Behaviour. Prentice Hall of India.
• Batra, S, K & Kazmi, S.H.H., (2008). C onsumer Behavior. Excel Books.
• Philip Kotler, (2000, 2002 and 2008). Marketing Management. Prentice Hall of India.
• Lovelock, C . H. & Writz J., (2003). Services Marketing. Prentice Hall of India.
Information about this Article
This Article has not yet been peerreviewed
P ublis hed on Sunday 1 1 th September, 2 0 1 6 at 1 8 :3 8 :3 6 .
The f ull citation f or this A rticle is:

Kakkad, R. (2 0 1 6 ). A s tudy on effec t of news paper advertis ement on c ons umer buying
behavior of two wheelers . PHI LI CA.COM Article number 752.
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See discussions, stats, and author profiles for this publication at: https://www.researchgate.

A study on effect of news paper advertisement on consumer buying behavior of

Article in Philica · December 2016

Role of Social Media on Online / Offline Behaviour of People View project

Comparative Financial Statement Analysis View project

The user has requested enhancement of the downloaded file.

2. Population C ustomers of two wheelers in Rajkot

3. Sample elements: C ustomers of two wheelers

(1) Spouse (2) self (3) children (4) friends

• Del I Hawkins, Roger J Best,Kenneth A C oney, Amit Mukherjee (2007). C onsumer Behaviour. Tata McGrawhill.

P ublis hed on Sunday 1 1 th September, 2 0 1 6 at 1 8 :3 8 :3 6 .

The f ull citation f or this A rticle is:

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