PROJECT REPORT

Submitted For The Degree Of B. Com Honors (Under CBCS) In

Accounting & Finance Under The University Of Calcutta

TITLE OF THE PROJECT

ADVERTISEMENT RESEARCH ON COLD DRINKS

SUBMITTED BY: -
NAME : SNEHASISH KOLEY
CU REGISTRATION NO.: 611-1111-0321-21
CU ROLL NO.: 211611-21-0003
COLLEGE ROLL NO.: 369
SUPERVISED BY: -
Name Of the Supervisor: - MAHADEB DEY

Name Of the College: -

BIDHAN CHANDRA COLLEGE
INTRODUCTION OF ADVERTISING EFFECTIVENESS:
The objectives of all business are to make profits and a merchandising,
Concern can do that by increasing its sales at remunerative prices This 18
possible if the product 1s 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 As personal stimulation of demand for a product service
or business
using 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

On the other hand, advertising denotes the specific attempt to popularize a

specific product or service at a certain cost It is a method of publicity in
common parlance the term publicity and advertising are used
synonymously.

WHAT IS ADVERTISING?
The word "advertising" is derived from the Latin word "advertere," with
"ad" meaning towards and "vertere" meaning to turn. In literal terms, it
refers to "turning towards a specific thing."
Simply stated, advertising is the art of communication. It encompasses all
forms of publicity, ranging from the cries of street vendors selling
newspapers to highly sophisticated attention-grabbing devices. The
primary objective of advertising is to bring public attention to a product or
service, create demand, stimulate purchases, and connect sellers with
potential buyers.
Different experts have provided their definitions of advertising. For
instance, the American Marketing Association defines advertising as "any
paid form of non-personal presentation and promotion of ideas, goods, or
services by an identified sponsor." The mediums utilized for advertising
include print, broadcast, and direct communication.
Stanton asserts that "Advertising consists of all the activities involved in
presenting a non-personal, oral or visual openly sponsored message to a group
regarding a product, service, or idea. This message, known as an advertisement, is
disseminated through one or more media and is paid for by the identified sponsor."
When developing an advertising program, it is crucial to begin by identifying market
needs and buyer motives.

BASIC FEATURES OF ADVERTISING:

On the basis of various definitions, it has certain basic features such as
1. It isa mass non-personal communication
2. Itis a matter of record
3. It persuades buyers to purchase the goods advertised.
4. It is a mass paid communication

FUNCTION OF ADVERTISEMENT:
Advertising can also help to convince potential buyers that a firm’s
product or service is superior to competitors’ product in make in quality,
in price etc. it can create brand image and reduce the likelihood of brand
switching even when competitors lower their prices or offer some
attractive incentives
Advertising is particularly effective in certain other spheres too such as:
1) When consumer awareness of products or service is at a
minimum.
ii) When sales are increasing for all terms in an industry.
iii) When a product is new and incorporates technological advance
not
strong and
iv) When primary buying motive exists.
Its performance the following functions:
i) Promotion of sales
ii) Introduction of new product awareness.
iii) Mass production facilitation
iv) Carry out research
TYPES OF ADVERTISING:
Broadly speaking. advertising may be classified into two ceterones viz
RELEVENCE OF STUDY OF ADVERTISEMENT

The functions of advertisement, and that purpose its ethics, may be

discussion below:

1. It leads to cheaper prices. "No advertiser could live in the highly

competitive arena of modern business if his methods of selling were
more costly than those of his rivals ".

2. It acquaints the public with the features of the goods and

advantages which buyers will enjoy.

3. It increases demand for commodities and this results in increased

production
Advertising:
a) Creates and stimulates demand opens and expands the
markets,
b) Creates goodwill which loads to an increase in sales
volume.

4 It reduces distribution expenses in as much as it plays the part of

thousands of salesmen at a home Information on a mass scale
relieves the necessity of expenditure on sales promotion staff, and
quicker and wider distribution leads to diminishing of the
distribution costs.

5. It ensures the consumers better quality of goods A good name 1s

the breath of the life to an advertiser.
 LITERATURE REVIEW OF ADVERTISEMENT ON CONSUMER BEHAVIOUR

1] Ehrenberg f 19741 tried to postulate an Awareness - Trial Reinforcement

model of
consumer response to advertising and according to him. the main purpose of
advertising
tor established a brand is its defensive role in maintaining repeat buyers in
answer to how advertisement works. One model that applies to certain
advertising categories is “Advertising offers a stimulus to a potential user,
which it is hoped will produce the
response of an increased predisposition to buy the advertised brand"
2] Gilligan and Crowther [ 1983] say that the essential purpose of advertising is
to
influence the attitude of individuals and the same is achieved by changing the
mental
state or predispositions of the person.
3] Cutler [1990] says that new interactive media provides the opportunity to
instantaneously advertise, execute a sale, and collect payment
4] Fulk and Boyd [1991] found that interactive advertising has the potential to
fundamentally change the nature of advertising in much the same way that
electronic
communication infrastructure has changed the nature of group interaction.
5] Novak and Hoffman [1996] found that the internet and other interactive
television
have been touted as more powerful, responsive, and customizable than
traditional media.
6] Port [1999] suggests that consumers respond to much of the advertising on
the internet
in the same ways they respond to advertising in more traditional media, at least
with
respect to traditional measures of advertising effectiveness
7] Dreze and Hussherr [1999] found response to the advertising on the internet
to be similar to response to advertising in other media, except that advertising
on the internet appeared to be easier to ignore
8] Mira Vlach [2000] says that the aim of advertising is either increase in sales
Or
building brand and he also says that measuring advertising effectiveness is not
easy There are dramatic Sometimes, the results of measuring are just better
guesses there are dramatic differences in the effectiveness of various forms of
advertising.
9] Lynch and Aniely | 2000] says that traditional measures of advertising
effectiveness are recall, attitude change and brand choice etc.
10] Jerry Wo Thomas [2008] found the barriers to great advertising and
they are self -
delusion, belief on sales performance. biz creative eye lack of strategy
client ineptness
and poor copy testing
11] Stephen Rampur [2009] found that billboards are one of the most of
the effective
conventional outdoor advertising techniques that are used by businesses
even today
12] Padgett [2010] found that through different strategies and techniques,
the advertisers can address the consumers’ needs in their advertising
methodologies
13] Andrew [2010] found that 79% of the internet users click on banner
advertisements
on various websites but only 57% of these users clicked on banner
advertisements found on social network sites
14] Jabberwocky [2011] found that at first, many companies tried posting
advertisements on websites such as My Space, face book, and other social
networks but realized that the click through rate for these ads actually
ended up with a much lower rate than traditional online banners and
resulted in higher costs and lower sales for the companies
 OBJECTIVES OF STUDY OF ADVERTISEMENT
• To know the effective media of the advertisement.

• To find out the reason for liking the advertisement of cold drinks.

• Identify trend of the market to find out the most popular slogan of
advertisement regarding cold drinks.
Source of data:
The study of data is based on SECONDARY DATA collected from various
books ,journal ,and magazine and website resources.
The data are arrange in tabular from and analyzed statistical tools like
trend etc.
RESEARCH METHODOLOGY:

Research is a procedure of logical and systematic applications of the

fundamentals of the science to general and overall question of study and
scientific technique which provide prices tools, specific procedure and
technical rather than philosophical means for getting and ordering the
data prior to their logical analysis and manipulations Different types of
research design are available depending upon the research project,
availability to able manpower and circumstances.

METHODOLOGY:
1. Research design: The research design is the blueprint for the fulfillment
of objectives and answering questions. It is a master plan specifying the
methods and procedure for collecting and analyzing the needed
information.
2. Data collection methods: The source of data includes primary and
secondary data sources.
Primary sources: Primary data has been collected directly from the
sample respondents through questionnaire and with the help of
Interview.
Secondary sources: Secondary data has been collected from the text
books, newspapers,magazines and internet.

3. Research instrument: Research instruments use for the primary data

collection by the questionnaire.

4. Sample design: Sample design is definite plan determine before any data
is actually obtaining. for a sample from a given populations. The
researcher must decide the way of selecting samples. Samples can be
either probability sample or non-probability sample

Sample techniques: convenience.

Sample size: 50 respondents.
Area of study: singur.

Time limit: 6 months.

 LIMITATIONS OF THE STUDY

1. The project mainly relied on the primary data.

2. Consumers give very unclear picture.

3. We have a limited time.

4. The study is based on limited sample.

5. It begins my first attempt to undertake such study, thus the inexperience

is an obstacle to accomplished the project in a proper way.

6. IT was also difficult to get proper information from the people because
they were including in some other activities.
NACTIONAL AND INTERNATIONAL SCENARIO OF
ADVERTISEMENT AND CONSUMER BEHAVIOUR
The objective of this project is to analyze and compare the national and international
advertising landscapes to understand current trends, consumer behaviors, regulatory
frameworks, and emerging opportunities. By examining these factors, the project aims to
provide insights that can inform strategic advertising decisions and facilitate effective
targeting, channel selection, and campaign execution in both domestic and global markets

National Scenario:

• Digital Dominance: In recent years, digital advertising has surged ahead in India.
With the widespread adoption of smartphones and increasing internet penetration,
digital platforms like Google, Facebook, and Instagram have become primary
channels for advertising.
• Social Media Influence: Social media platforms are not just places for personal
interactions but also significant advertising spaces. Brands are leveraging platforms
like Instagram, Twitter, and LinkedIn to reach their target audience more effectively.
• Regional Preferences: India being a diverse country, regional advertising plays a
crucial role. Tailoring advertisements according to regional preferences and languages
is essential for connecting with the audience at a deeper level.
• Rise of Influencer Marketing: Influencer marketing is on the rise in India, especially
among millennials and Gen Z. Brands are collaborating with social media influencers
to promote their products or services, leveraging their reach and credibility.
• Regulatory Changes: The advertising landscape in India is also influenced by
regulatory changes and guidelines from authorities like the Advertising Standards
Council of India (ASCI) and the Telecom Regulatory Authority of India (TRAI).
Advertisers need to adhere to these regulations to maintain ethical standards.

Indian Consumer Behavior:

 • Value-Consciousness: Indian consumers are typically value-conscious and price-
sensitive. They often seek products or services that offer good quality at affordable
prices, making discounts, promotions, and value-added offers influential factors in
purchasing decisions.
• Family-Centric: Family plays a significant role in Indian consumer behavior, with
many purchase decisions influenced by familial preferences and traditions. Brands
that emphasize family values and cater to the needs of the entire household tend to
resonate well with Indian consumers.
• Brand Loyalty: Indian consumers exhibit strong brand loyalty, especially towards
trusted and established brands. Reputation, reliability, and brand heritage are key
factors that influence consumer loyalty and repeat purchases.
Influence of Culture and Tradition: Indian consumer behavior is deeply influenced by
cultural norms, traditions, and festivals. Brands that align their messaging and
offerings with cultural celebrations and rituals often experience heightened consumer
engagement and sales during festive seasons.
• Digital Adoption: With the increasing penetration of smartphones and internet
connectivity, Indian consumers are becoming more digitally savvy. They research
products online, read reviews, compare prices, and make purchases through e-
commerce platforms, indicating a shift towards digital consumer behavior.
Aspiration and Status: Aspiration for upward mobility and social status drive
consumer behavior in India. Consumers aspire to own products and brands that
signify success, prestige, and social acceptance, leading to a preference for
aspirational products and lifestyle choices.

International Scenario:

• Data Privacy Concerns: Globally, there's a growing concern over data privacy, which
is impacting how advertisers collect and utilize consumer data for targeted
 advertising. Regulations like GDPR in Europe and similar measures in other regions
are reshaping advertising practices.
• AI and Personalization: Artificial intelligence (AI) is revolutionizing advertising by
enabling highly personalized campaigns. Advertisers worldwide are leveraging AI
algorithms to analyze consumer behavior and preferences, delivering targeted ads
with greater accuracy.
• Video Dominance: Video content continues to dominate the international advertising
landscape. Platforms like YouTube, TikTok, and OTT (Over-The-Top) services are
seeing a surge in ad spending as advertisers capitalize on the popularity of video
consumption.
• Sustainability and Social Responsibility: There's a growing emphasis on sustainability
and social responsibility in advertising campaigns globally. Brands are increasingly
aligning their messaging with causes like environmental conservation, social justice,
and diversity to resonate with socially conscious consumers.
• Emerging Markets: International advertisers are increasingly targeting emerging
markets like Southeast Asia, Africa, and Latin America due to their growing middle-
class populations and increasing consumer spending power. Advertisers need to
understand the unique cultural nuances and consumer behaviors in these markets to
craft effective campaigns.

global Consumer Behavior

• Digital Transformation: Across the globe, there has been a significant shift
towards digital consumption and online shopping. Consumers increasingly rely on
digital channels to research products, compare prices, read reviews, and make
purchases. This trend has been accelerated by factors such as increasing internet
penetration, smartphone adoption, and the convenience of e-commerce platforms.
• Sustainability and Ethical Consumption: There is a growing awareness and
concern among consumers worldwide about environmental sustainability, social
responsibility, and ethical sourcing. Consumers are increasingly seeking out
brands that demonstrate a commitment to sustainability, ethical practices, and
corporate social responsibility (CSR). This has led to the rise of eco-friendly
products, fair trade initiatives, and transparent supply chains.
 • Convenience and Instant Gratification: In today's fast-paced world, consumers
value convenience and instant gratification. Services like same-day delivery,
click-and-collect, and subscription-based models cater to consumers' desire for
speed and efficiency in their shopping experience. Brands that can offer seamless
and convenient shopping experiences are well-positioned to succeed in the global
marketplace.
• Cross-Cultural Influences: Globalization has led to the exchange of cultural
influences and trends across borders. Consumers are increasingly open to
exploring diverse products, cuisines, and experiences from different cultures
around the world. Brands that can tap into cross-cultural influences and adapt to
local preferences while maintaining their core identity can appeal to a broad
global audience.
• Health and Wellness: There is a growing emphasis on health and wellness among
consumers worldwide. This trend has led to increased demand for healthier food
options, fitness products, wellness services, and sustainable lifestyle choices.
Brands that cater to consumers' health-consciousness and well-being aspirations
can capitalize on this growing market segment.

Summary:
“Understanding consumer behavior involves analyzing the preferences, motivations, and
decision-making processes of individuals or groups when purchasing goods or services. This
understanding is crucial for businesses to develop effective marketing strategies and products
that resonate with their target audience.

By analyzing both national and international scenarios, businesses can gain insights into
market dynamics, consumer preferences, and regulatory environments, enabling them to
develop strategic advertising campaigns that resonate with diverse audiences while adhering
to local regulations and cultural nuances.”
 DATA ANALYSIS
TABLE- Respondent’s classifications according to age

AGE [IN YEAR] NO OF RESPONDENTS PERSENTAGE

11-14 15 30

21-40 25 50

40-60 10 20

TOTAL 50 100

Chart Title
120

100

80

60

40

20

Nov-14 21-40 40-60 TOTAL

NO OF RESPONDENTS PERSENTAGE
 DATA ANALYSIS

Table 1 – ∎ Respondents’ classifications according to age

AGE(IN YFARS) NO OF RESPNDENTS PERCENTAGE

11 – 20 15 30
21 – 40 25 50
40 – 60 10 20
TOTAL 50 100

120
100
80
60
40
20
0
11 – 20 21 – 40 40 – 60 TOTAL

NO OF RESPNDENTS PERCENTAGE

Table 1 shows that 30% of the respondents are in the age group of 11-
20, 50% of the age group of 21-40 and 20% of the age group of 40-60.

Table 2 - ∎ Respondent’s classifications according to sex:

SEX NO. OF RESPONDENTS PERCENTAGE

MALE 20 40
FEMALE 30 60
TOTAL 50 100

120
100
80
60
40
20
0
MALE FEMALE TOTAL

NO.OF RESPONDENTS PERCENTAGE

Table 2 shows that 40% of the respondents are male & 60% of them are
female.
Table 3 - ∎ Respondent’s classification according to educational
qualifications.

QUALIFICATIONS NO OF RESPONDENTS PERCENTAGE

Illiterate 0 0
Below matric 2 4
Matric 5 10
Graduate 23 46
Post graduate 20 40
Total 50 100

120
100
80
60
40
20
0
Illiterate Below Matric Graduate Post Total
matric graduate

NO OF RESPONDENTS PERCENTAGE

Table 3 shows that out of 50 respondents 2 are below matriculate, 5 are

matriculate, 23 are gradate & rest of them 20 are post graduate

Table 4 - ∎ No of cold drink takers

DO YOU TAKE COLD NO OF RESPONDINIS PERCENTAGE

DRINKS
Yes 50 100
No 0 0
Total 50 100

120
100
80
60 Table 4 shows that 100%
40 of the respondentstake
20 cold drinks.
0
Yes No Total

NO OF RESPONDINIS PERCENTAGE
Table. 5
■ Frequency of taking cold drink:

HOW FREQUENTLY NO. OF PERCENTAGE

YOU DRINK RESPONDENTS
Once a day 15 30
Twice a day 2 4
More than two 1 2
Not regular drunker 32 64
Total 50 100

Total

Not regular drunker

More than two

Twice a day

Once a day

0 20 40 60 80 100 120

PERCENTAGE NO. OF RESPONDENTS

Table 5 revels that 30% of the respondents drink it Once a day. 4% of the
respondents drink twice a day. 2% drink more than twice & 64% drink it
not regularly.

Table 6
■ Brand of cold drinks available in market

NAME OF DRINKS NAME OF PERCENTAGE

RESPONDENTS
Coca cola - -
Pepsi - -
Limca - -
Fanta - -
Thumps - up - -
Mirinda - -
Mazza - -
All of these 50 100
Total 50 100
 120

100

80

60

40

20

0
All of these Total

NAME OF RESPONDENTS - - - - - - - PERCENTAGE - - - - - - -

Table 6 revels that
all of the respondents rare of the view that all the above Mentioned cold
drinks are available in market

Table 7
■ Flavor of cold drinks
FLAVORS NO OF RESPONDENTS PERCENTAGE
Cola 10 20
Lemon 5 10
Mango 15 30
Orange 15 30
Others 5 10
Total 50 100
120

100

80

60

40

20

0
Cola Lemon Mango Orange Others Total

NO OF RESPONDENTS PERCENTAGE
Table 7 Show
that out of 50 respondents 10 like coca-cola, 5 like lemon, 15 like mango,
15 like orange & 5 like others flavor.
Table 8
■ Source of advertisement of cold drink
HAVE YOU SEEN THE NO OF RESPONDENTS PRECENTAGE
ADVERTISEMENT
OFCOLD DRINKS
Yes 54 90
No 5 10
Total 50 100
NO OF RESPONDENTS PRECENTAGE

120

100

80

60

40

20

0
Yes No Total
Table .8 indicates
that 90% of the respondents like the advertisement most while 10% of
them don’t like cold drinks advertisement.

Table 9
■ Media of advertisement:

THROUGH WHICH NO. OF RESPONDENTS PERCENTAGE

MEDIA YOU HAVE
SEEN IT?
TV 45 90
News paper 2 4
Magazine 2 4
Others 1 2
Total 50 100
 120
100
80
60
40
20
0
TV News Magazine Others Total
paper

NO. OF RESPONDENTS PERCENTAGE

Table 9 shows that
90% of the respondents are of opinion that they have seen the
advertisement on T V while 4% say that they have seen the advertisement
through Newspaper & Magazines & 2% say that they have seen the
advertisement through other ways

Table 10
■ Types of advertisement:

HOW MANY TYPES OF NO. OF PERCENTAGE

ADVERTISEMENT RESPONDENTS
1 10 20
2 15 30
3 20 40
4 5 10
Total 50 100

120

100

80

60

40

20

0
1 2 3 4 Total

NO. OF RESPONDENTS PERCENTAGE

Table 10 indicates that
out 50 respondents 10 like one type of advertisement of cold drink &
others like more than one type.
Table 11
■ Users preference of slogan of cold drinks

WHICH SLOGAN OF NO. OF RESPONDENTS PERCTNTACE

COLD DRINK YOU
LIKE
Taste The Thunder 20 40
Yara Da Tasan 5 10
Yeh Dil Mane More 15 30
Jo Chahe Ho Jaye COCA 10 20
COLA Enjoy
Total 50 100

Total

COLA Enjoy

Jo Chahe Ho Jaye COCA

Yeh Dil Mane More

Yara Da Tasan

Taste The Thunder

0 20 40 60 80 100 120

PERCTNTACE NO. OF RESPONDENTS

Table 11 indicate that out of 50 respondents 20 like the slogan “Taste the
Thunder”. 5 like “Yara Da Tashan”, 15 like “Yeh Dil Mange More” & 10 like
“Jo
Chahe Ho Jaye COCA-COLA Enjoy”.

Table 12
■ Reasons for liking advertisement:

WHY YOU LIKE NO. OF PERCTNTACE

ADVERTISEMENT RESPONDENTS
Because it has film 25 50
stars
Because of good music 15 30
Its theme & making is 10 20
appealable
Any other reasons 0 0
Total 50 100
 Total

Any other reasons

Its theme & making is appealable

Because of good music

Because it has film stars

0 20 40 60 80 100 120

PERCTNTACE NO. OF RESPONDENTS

Table 12 shows that out of 50 respondents 25 like the advertisement of

cold drinks because it has film stars while 15 like the advertisement
because of its good music & rest of the 10 respondents like the
advertisement because its theme & making is appealable.

Table 13
■ Effect of advertisement on consumption of cold drinks

DO YOU THINK THAT NO. OF RESPONDENTS PERCTNTACE

ADS HAS FORCED
YOU TO CONSUME
PRODUCT MORE?
Yes 45 90
No 5 10
Total 50 100
120

100

80

60

40

20
0
Yes No Total

NO. OF RESPONDENTS PERCTNTACE

Table 13 shows that 90% of the respondents are the view that
advertisement forced them to consume product more while 10% of the
respondents totally disagree
Table 14
■ Necessity of advertisement

DO YOU THINK THAT NO. OF PERCTNTACE

ADVERTISEMENT IS RESPONDENTS
NECESSARY FOR SALE
OF COLD DRINK?
Necessary 20 40
Very necessary 10 20
Not necessary 10 20
Can’t say 10 20
Total 50 100
120

100

80

60

40

20

0
Necessary Very Not necessary Can’t say Total
necessary

NO. OF RESPONDENTS PERCTNTACE

Table14 shows
that out of 50 respondents 20 say that advertisement is necessary for cold
drinks while same number of respondents say that advertisementis very
necessary, not necessary & 10 can’t say anything about it.
Table 15
■ Users of advertisement effectiveness

THE USE STUDY OF NO. OF PERCTNTACE

EFFECTIVENESS FOR RESPONDENTS
WHOME
For company 34 68
For employees 1 2
For customers 15 30
None of these - -
Total 50 100
 120

100

80

60

40

20

0
For company For For None of these Total
employees customers

NO. OF RESPONDENTS PERCTNTACE

Table 15 shows
that 68% of the respondents are of the view that the study of effectiveness
is meant for company while 30% say that it is meant for customers

Table 16
■ Necessity of advertise

ADVERTISEMENT NO. OF PERCTNTACE

EFFECTIVENESS IS RESPONDENTS
NECESSARY FOR
COMPANY?
Yes 23 46
No 17 34
Can’t say 10 20
Total 50 100
120

100

80

60

40

20

0
Yes No Can’t say Total

NO. OF RESPONDENTS PERCTNTACE

Table 16 shows that out of 50 respondents 23 say that yes advertisement

1% necessary for company while 17 of them say no & 10 of them can’t say
anything about it
Table 17
■ Add effectiveness & improvement in advertisement

IS THE STUDY OF NO. OF PERCTNTACE

EFFECTIVENESS RESPONDENTS
WOULD CONTRIBUTE
TO IMPROVEMENT IN
ADVERTISEMENT?
Yes 40 80
No 6 12
Can’t say 4 8
Total 50 100
120

100

80

60

40

20

0
Yes No Can’t say Total

NO. OF RESPONDENTS PERCTNTACE

Table 17 revels that 80% of the respondents are of the view that the
study of effectiveness contributes improvement in present advertisement
while others say no or can’t say

Table 18
■ Reasons for difference of advertisement effectiveness

WHICH REASON YOU NO. OF PERCTNTACE

FIND FOR THE RESPONDENTS
DIFFERENCE OF
ADVERTISEMENT
FFECTIVENESS?
Educations 20 40
Liking 10 20
Standard of living 20 40
Total 50 100