SUBMITTED TO PUNJAB TECHNICAL UNIVERSITY, JALANDHAR In the partial Fulfillment for the degree of MASTER OF BUSINESS ADMINISTRATION (M.B.A.) Submitted ByRandeep Baweja University Roll no.-618221298

DEPARTMENT OF BUSINESS MANAGEMENT Guru Nanak Institute of Management & Technology Model Town, Ludhiana – 141 002


The big task of undertaking such a work is not singly possible, my project report on advertisement effect on fast moving consumer goods is a result of contribution of lot of persons who provided me with their indispensable guidance, to all those who were connected with the preparations of this project report. Without their overwhelming support and co-operation the presentation of this report would not have been possible. I extend my sincere and whole hearted thanks to

MR. L.DEV RAJAN(Company Head),ING VASAYA BANK and for the encouragement, guidance and co-operating selflessly at all times for many valuable discussion.



PREFACE MBA is stepping stone to management career. In order to achieve practical, positive and concrete results, the classroom learning need to be effectively fed to the realities of the situation existing outside the classroom. This is practical true for manage. To develop healthy managerial and administrative skills in the potential managers it is necessary that theoretical knowledge must be supplemented with exposure of real environment. Actually it is very vital for the management and it is in the practical training that the measuring of management is itself realized. I took summer training in well-managed organization and was fortunate to get a good exposure. In this project report an attempt has been made to cover different aspects of my training.



618221298 Has been prepared under my supervision and guidance and no part of it has been submitted for the awarded of the any other degree and that the work has not been published in any journal. magazine or book.B.Certificate –I This is to certify entitled A study of ADVERTISEMENT EFFECT ON FAST MOVING CONSUMER GOODS Submitted in partial fulfillment of the requirement For the degree of Master of Business Administration (M. Lecturer GNIMT 4 . Jalandhar By RANDEEP BAWEJA University Roll No. Inderpreet Kaur Sen.) of Punjab Technical University. Faculty Signature Mrs.A.


product quality. easy availability etc. Now what is ad effectiveness? Effectiveness of ad cannot be measured with a mathematical or empirical formula. product characteristics. are the major player in the market. how if effect the decision and how much the decision are effected are judged after that. So the selection of media. Tests are made by the ad producer to know its real effects. dabur India ltd. the advertisement effect of fast moving consumer goods is the most pertinent. There are many other factors. Ads by business firms are use to achieve its communication objectives with a target group. so ads are projected in such a way that it makes the attitude of the people favorable toward the product . The ads are presented so that with their impact the consumer are inclined to buy the product. Protesting ads is done through various ways. The ads of like toiletries and the other items of daily use are most projected ads. The phase impact of ads and ad effectiveness are synonymous. The major corporate giants like Hindustan lever ltd. Paired comparison Portfolio test Trailer test etc After all such things ads come in it fore. copy test are done by the producer very carefully and effectively . ad script. Ads alone cannot sell the product.INTRODUCTION In the mundane sense. packaging. These tests are: 6 . Consumer‘s decision to purchase the product is influenced by its ads. price. which contribute toward the sale of the product. Hygiene & healthcare ltd coke & Pepsi etc.

learning . economic condition etc . Other way to judge ad effectiveness is through questionnaire survey. age . These effects are studied concentrating on: Toothpaste Shampoo The study gives the knowledge about the fast moving consumer good industry. life style . sub culture . 7 .Penetration test Error-in-recognition measurement Triple association test etc. Ad stimuli come in consumer mind and how consumer react to it depends upon consumer black box. occupation . life cycle stage . reference group . consumer decision to purchase is shaped by culture. family . major player in Indian market and budget effect on FMCGs. social group .

like you or I. they are the types of products found in retail outlets such as New World Supermarkets. They are the types of products which the regular consumer. Fast-Moving-Consumer-Goods. The FMCG (Fast Moving Consumer Goods) industry comprises of goods. which are mass use goods directly consumable. are all those products that are on the shelf one minute and gone the next. . and the corner dairy. Essentially. Its participant profile is 8 . . packaged and branded having significant demand in low to middle income strata and above all highly price sensitive. You get the idea? There really are an infinite number of FMCG's in today's market place.FAST MOVING CONSUMER GOODS INDUSTRY The FMCG (Fast Moving Consumer Goods) Industry comprises of goods. and if you blink for too long you will miss the launch of another one (or a whole new range). which are mass use goods directly consumable. commonly referred to as FMCG's. you wash down you breakfast with orange juice. In the morning you clean your teeth with toothpaste.000 cores. encounter on a daily basis. The FMCG Industry in India is the third largest Industry after Textiles and Petroleum with a turnover of over Rs. . packaged and branded having significant demand in low to middle income strata and above all highly price sensitive. and you race out the door grabbing your copy of the daily newspaper. the rapidly sprouting Star-Mart convenience stores. 86.

Each manufacturing employee supports 7 people downstream. insecticides and liquor. fats and processed foods. the average ownership per household went up from 3. shoe polish.extensive and includes food and related products such as tea. During 1997-98.72 percent in 199394 to 4. it provided 6% of the total 9. It directly provides employment with a multiplier of 5. a rise of about 20. and color televisions has shown an impressive growth during the 1990's.24% in 1989-90 to 56. mechanical wristwatches and radios. For some products.9% in 1995-96. The Industry has a significant rural bias and accounts for 56% of the total rural demand. refrigerators. This share went up to 59.1 million. The Industry contributes to the exchequer by way of Income Tax and Central Excise to the extent of 9% and 16% respectively of the total collection. detergents.3% in 1997-98.6% in 199293 and to 57. Le. In 199394 households owned 586 million durable goods. there were 11 products having more than 50% of its market in rural areas.3 percent in two years. sanitary napkins. tobacco.27 percent in 1995-96. from 54. and toiletries and dental products. direct and indirect and in terms of the 1994 data. the rural share was in excess of 75%. It provides large employment both. Other goods include batteries. In 1989-90 only 6 products had a share of over 50%. oils. 9 . like bicycles.5. personal care products such as soaps. Expenditure on consumer durables like washing machines. hair oils. this jumped to 10 products. salt. Even allowing for increase in population. which increased to 705 million by the year 1995-96. in 1995-96. The rural share of the market for durable goods has been growing steadily over the last few years.

and inroads made by audio-visual media.1 44 33 RURAL MARKET Rural areas where nearly 70 percent of Indians live .2 32.65 Cassette recorder 55. income distribution .000 Rs 16.000 Below rs 16.08 Mechanical watches 76.00 Black & white TVs 62.5 54.9 percent in 1995-1996 .34 Table fans 61. products Sales in rural markets(in percent ) Radio/transistor 75.59 Sewing machine 64.87 Pressure cookers 51. while for a large variety of items such as bicycles .51 Ceiling fans 50. from 54. driven largely by agricultural growth . radio/transistors etc.. The rural share of the market for durables goods has grown steadily over the last few years .03 Motorcycles 47.2 Bicycle 78. the share of the rural market was in excess of 75 per.36 Electric iron 43.000 Rs 22.001-215.001-22. 10 .2 percent in 1980-90 to 57.001-45.89 Quartz watches 54.98 Talcum powder 45. the increased penetration of several brands to the rural India has given a greater scope to the fast moving consumer good companies. mechanical wrist watches . have witnessed rapid market growth in recent times .000 Number (million) 1.25 The economic liberalization has given enormous opportunities it the fast moving consumer goods than any other segment.85 Tooth paste 39.STRUCTURE OF THE INDIAN MARKET Consumer group The very rich The consuming class The climbers The aspirants The destitute Household income Above rs 215000 Rs 45.

5% in 2005-06. 11 . up 2-2.THE CURRENT INDUSTRY POSITION OF FMCG INDUSTRY The fast moving consumer goods (FMCG) industry is poised to achieve an overall growth between 8%-8.5% over the growth rate clocked in the previous year. This optimistic prognosis is revealed by the Survey on the FMCG sector carried out by Foci’s research division.

The FICCI survey based on feedback from large FMCG companies and associations. feminine hygiene (10 %). coconut oil (6. shows that the sectors which are projected to achieve excellent growth of 20% and above in 2005-06 are deodorants (40%). cleaners/repellents (22%). In comparative terms. 12 . oral care (10%). The 2005-06 projections of some sectors that are set to record moderate and single digit growth are: washing powder (8. cleaners/repellents (22%) and anti-dandruff shampoos (20%). The survey shows that in 2005-06. personal health care (12%). shampoos (16 %). liquid detergent (8.5 %). shaving cream (21%). tooth powder (2 %). laundry soaps/ bars (2 %). anti-dandruff shampoos (20%). laundry soaps/ bars (3 %). In that year the growth rates were deodorant (40%). hair dyes (26%). detergent cakes (7 %). oral care (12%).5%).5%). feminine hygiene (10%). in the previous year. tooth paste (4. skin care & cosmetics (11%).5 %). dish wash (8. shaving cream. tooth brush (5 %). The ‘excellent-growth’ achievers are thus set to improve their growth rates this year compared to their performance in 2004-05.5 %) personal wash (6 %). liquid detergent (8 %). washing powder (8 %).5 %). tooth brush (5 %).The survey released by FICCI president Onkar S Kanwar reveals that personal care products continue to ride high with ’excellent’ (20% plus) to ’high growth’ (10%-20%) rates in 12 products. detergent cakes (7 %). In 2004-05. the comparable growth rates were: soap & toiletries (6. skin care & cosmetics (10%). toilet soap (14%). branded coconut oil (15 %). skin/ fairness cream (12%). personal wash (7 %). hair dyes (30%). toilet soap (6 %).5 %). and dish wash (10 %). the sectors that have recorded high growth between 10%-20% are: personal health care (10%). tooth paste (10 %).5 %). coconut oil (5. tooth powder (5 %). feminine hygiene (12%). branded coconut oil (18 %). skin/ fairness cream (7. the sectors that are projected to achieve high growth between 10%-20% are: soap & toiletries (14 %).

Innovation and launching of new brands are being adopted by the companies to grab the market.The survey notes that growth in urban markets has been much faster at about 7% and there has been revival in rural markets. 13 . For example. Gillette and others have been achieved by innovation and well-planned distribution strategies adopted by the companies. Johnson & Johnson. Godrej Consumer Products is focusing on product innovations and extensive advertising campaigns to popularize its soap brands. Higher growth rates in the companies like Dabur. Marico. though at a relatively slower rate of about 4 %. Parle. Procter & Gamble. Godrej Consumer.

6% subsidiary of Unilever Plc. The company's business sprawls from personal and household care products to foods. with personal products contributing to 56% to turnover and beverages and food products contributing to 36% to turnover. oral acre. coffee. the pace has slackened significantly since 2005. From a Rs. specialty chemicals and animal feeds. HLL's turnover has now grown to Rs. In F12/00. skin care. HLL grew at a fast pace in the mid 90's driven by its aggressive acquisition spree. with a turnover of Rs. hair care. detergent. ice cream and other culinary products. color cosmetics0 grew by only 4%. while other personal products (household care. soaps business de-grew by 3%. detergents grew by 8%. The company has a dominating market share in most categories that it operates in such at toilet soaps. Expansion of the foods business. beverages. 114bn. etc. which has been identified as a major growth area. EXECUTIVE SUMMARY Hindustan Lever Limited. detergents and personal products). beverage sales move largely with commodity price trends. is the largest FMCG Company in the country. 51.MAJOR PLAYERS IN FAST MOVING CONSUMER GOOD MARKET HINDUSTAN LIVER LTD. hair care. color cosmetics. skincare. 114bn. 38bn turnover (contributed 70% by soaps. which have not been too 14 . has not been as fast as anticipated. While growth during the last five years was being driven by fast growing personal products business. It is also the leading player in food products such as branded packaged tea.

A slowdown in industrial growth and erratic monsoon in several parts of the country has led to a slowdown in consumer demand during the last. has been unable to achieve a critical mass in India due to premium pricing strategy. GCMMF (Amul) in ice creams. besides competition from leading global players. Despite being the global leader in this segment. HLL has also been losing share to south based player Cavincare Ltd. In the foods business.encouraging. Brand equities are built over a period of time by technological innovations. The Rs. aggressive advertisement and marketing. HLL has emerged as a strong No. The fast moving consumer goods business is characterized by two pillars strong brand equity and a wide distribution network. HLL dominates the shampoo market and is the No. In oral care segment. Nirma is a close competitor in detergents and has been slowly gaining ground in toilet soaps too. daily use items. In the hair care segment. Nestle in Coffee and culinary products. 2 player in hair oils. COMPETITIVE POSITION HLL is the market leader in the detergent and soap industry. giving stiff competition to the market leader Colgate.6% on the small base. Tata Tea in packet tea. HLL is strong on both these fronts with 110 brands and a 1mn strong direct retail reach. as products are of small value. Availability near the consumer through a wide distribution network is another crucial success factor. and Godrej Pillsbury in staple food are the main competitors. The other significant competitor in detergents is P&G. 15 . 2. In the skin care market. 2 player. Branded tea business grew by 5% in F12/00 while the ice-cream business has failed to takeoff registering a 4.3% degrwoth. frequently purchased.7bn staple food business grew by 23. consistent high quality.

Animal Feed. improving profitability of Foods businesses. The non-FMCG businesses are either being are hived off or are being strengthened by Partnerships with players who have the technological expertise in tose bossiness. Banga's strategy revolves around rationalization. Mr. who took over the reins from Keki Dadiseth last year. seeking new avenues of expanding distribution reach. BUSINESS HLL's core business comprises of soaps (18%). which are major contributors to profitability. culinary products (1%). Ice-cream (1%). which is in the investment phase are the thrust areas outlined by him. detergents (16%).HLL MARKET SHARE IN VARIOUS PRODUCT SEGMENTS Personal Products Toilet Soaps Detergents Detergent cakes/Bars Scourers Oral care Shampoo Hair oil Skin care Talcum Powder 59% 39% 47% 59% 36% 64% 15% 55% 62% Foods & Beverages Tea Instant Coffee Roast & Ground coffee Ice cream Ketchup Jams & Squashes Atta Salt Edible oil & fats 36% 32% 54% 25% 41% 74% 18% 17% 27% Profitable growth is the new mantra of the FMCG major's new Chairman Vindi Banga. 16 . personal products (19%). Tea (16%). specialty chemicals and other small business contribute to the balance 18% of HLL's turnover. A focus on 30 power brands. In contrast to Dadiseth's strategy of expansion through acquisition. coffee (2%).

EXECUTIVE SUMMARY Dabur India is into business of manufacturing and selling of ayurvedic medicines.DABUR INDIA LTD. Most of its ayurvedic/OTC brands are the 17 . natural and herbal personal & health products and processes foods either directly or indirectly through its subsidiaries. ayurvedic. It its presence in Indian market for past 115 years. The company is among top FMCG companies in the country.

In Q1 FY01 the company's sales grew 6. The company has hived off its foods business into a 100% subsidiary. On a comparable basis (i. Net profit in the previous corresponding quarter was inflated due to a non-recuring income of Rs.7% point gain from 6.market leaders in their respective segments. excluding sales from foods business) yoy growth in sales would have been higher at 10%.1% yoy growth to Rs.5% to 7. Though the company exited form beauty products business but with increasing market size and higher margins the company has revived its interests in reentering the business. 211mn from sale of stake in confectionery joint venture General de Confeteria (now Joyco India). The company has also decided to wind up its finance businesses. The company recently decided to venture into Insurance sector in a tie up with Allstate. Adjusted 18 . 2. In FY00 the company sold off its entire stake in Excelsia JV with Nestle for manufacturing biscuits for a nominal value of Rs.5bn. 10.e. The company hitherto had been a family run business but with increasing competition the company has undertaken massive restructuring over past 2 years and has exited form a number of low margin businesses. Operating profit margin excluding other income has recorded a 0.2% mainly aided by lower raw material cost. Dabur has developed considerable expertise in these Traditional areas and has well developed considerable expertise in these traditional areas and has well understood the consumer preferences for the traditional ayurvedic remedial measures.

wherein significant advertising and promotional expenses have to be incurred in order to increase consumer awareness. based on natural elements/herbal extracts. Exports are also limited to mainly OTC products promoted as tonics/food supplements etc. Pilot study: the main objectives were to finalize the method of measuring effects of advertisement on purchase decision (including 19 .Dabur's key growth driving brands are Chyawanprash. in the absence of price controls margins are attractive once a brand is established. Dabur Vatika and Lal Dant Manjan. Have become popular in the OTC segment. originated in India.net profit after including this non-recurring income therefore displays a 73% yoy decline of Rs. The company has also established strong brand equity in personal products like hair oils. Baidyanath etc. Zandu. PudinHara. RESEARCH METHODOLOGY 1. But. Most large ayurvedic players such as Dabur. Hajmola. BUSINESS Ayurvedic products. new product launches and established distribution network to drive sales. etc. Dabur Amla. leverage on brand equity. directly and throughjoint ventures. The company has diversified into the foods business. Desk research : familiarity with the topic and the market were gained through 2. 72mn. shampoo.

Media. It proved beneficial even for finalizing the research objectives. Numbers of questionnaire used are two one for survey on shampoo or other for survey made on toothpaste. Primary sources . Questionnaire: Care was taken to see that the question asked were neither in excess of nor short of what was required by the research objectives and hypothesis. It was selected because of the different profile of house hold offered by them. Data checking validation and analysis: was done with the help of a computer . hypothesis and questionnaire. Journals etc. Some care to include to the people of different age group. The coding plan for data entry was incorporated into the design of the questionnaire thus making the subsequent task of data entry.Field survey through filling of questionnaire. Sampling: data was collected from college campus. some assumption in the questionnaire : Monthly income of the students was the money taken from their parents OBJECTIVE OF THE STUDY 20 . some assumption are used. Within the town the localities and household were selected randomly. The total sample size was 100 respondents 50 for survey made on shampoo and other for survey made on toothpaste. 7. given the nature of hypothesis and data. 3. 6. 4. 5.testing its validity).from where the knowledge about different brands and their ads. Respondents include both male and female. income group. For the pilot study a sample size of 100 was randomly select from college and near by places. and occupation. sources of data : data is collected both through Secondary sources .

 What are the target groups of various product ads? How the target groups of various products are reached through ad? How much and how the consumer decision are effected by the ads? Where the ads are lacking the target? What the consumer view about ads. are they think that ad deceives them or wastage of money?     NEED / IMPORTANCE OF THIS RESEARCH 21 .

brands are expensive to create and have a high mortality rate. So we are more dependent on the knowledge we get easily from external environment. Only advertisement can do this task more efficiently. TOOTHPASTE MARKET 22 . Study is important to know how the target groups are given the advertisement and how the companies give the advertisement in that competitive environment. It is in the interest of business to ensure that they stay strong and healthy. Given the importance of advertisement. This decision includes big decision and small decision about purchase of daily consumable goods and our decision on these daily consumable goods are effected by our level of knowledge because we generally not make a search for data to make such decision. marketing managers must know which element of marketing strategy can be used to increase brand name through advertisement.Every day each of us makes numerous decisions concerning every aspect of our daily lives. Advertisement is the best source to get that knowledge So advertisement has effect on our purchasing decision. From the company point of view. Study is important to know how the advertisement effects the decision while making the purchase.

 Brand loyalty is quite high for toothpaste.  The toothpaste market grew at a CAGR of 7-8% between 1995-2000 but in 2005 the market grew by only 6%  Colgate and Hindustan lever together account for over 85% of the organized toothpaste market.  Less than 15% of the Indian toothpaste users brush twice a day. but is extremely low for  Toothbrushes.999 23 . salt. Colgate and dabur are the leading players sharing between them 75% of the market  Penetration of toothpaste in the urban areas has been declining.  Average all India per capita consumption of toothpaste is a DISMAL 82 GMS  The dentist to population ratio is a critically low 1:35000 in the country. tobacco or other herbal ingredients. today one can also buy a toothbrush priced at Rs.  In toothpowders . ash. Many people in India still clean their teeth with traditional products like neem twings. This result in low oral hygiene consciousness and widespread dental disease.  10 years ago the most expensive toothbrush was priced at Rs 4. as more and more consumes switch from powder to paste.  Red and black toothpowder still accounts for 35% of the toothpowder market.

of People 5 20 15 10 %age 10 40 30 20 15-20 20-25 25-35 Above 35 Survey was made on the people who use toothpaste.ANALYSIS OF DATA Age Group 15-20 20-25 25-35 Above 35 40 35 30 25 20 15 10 5 0 %age No. People between the age group old 25-35 are mostly the serviceman and having both the couple working. 25-35 and above 35. Survey includes the people of different groups such as 13-20. 20-25. as 20 are in age group of 20-25 and 15 in age group of 25-25. Mostly are the married people and single earner in their family. 24 . Mostly are the young mature people. Old age people are less included in the survey. Students are more in the age group of 20-25 and 13-20 all are students.

of People 12 18 12 8 %age 24 36 24 16 40 35 30 25 20 15 10 5 0 %age 5000-10000 10000-15000 15000-20000 Above 20000 Mostly incomes of the most of the people are between 10000-15000. 18 have the income in this group and 12 each come under 5000-10000 and 15000-20000 income groups. of People 18 4 6 12 10 25 %age 36 8 12 24 20 . milled class and upper middle class are included in the survey. as out of 50. Some family have the combine income of both the husband and wife but the income is taken of one who included in the survey. If their Occupation Serviceman Farmer Self employed Businessman Student No. Only 1 has the income more than 20000. A person belongs to lower middle class.Monthly Income 5000-10000 10000-15000 15000-20000 Above 20000 No.

Businessman and Students. Farmer. Servicemen mostly have two earners in their family as both the husband and wife are working. Sex Male Female No. Self-employed. Numbers of serviceman are more as survey includes 18 out of 50.40 35 30 25 20 15 10 5 0 Serviceman Farmer Self employed Businessman Student Respondents are tried to include of different occupation such as Serviceman. they get the money from their parents. Students are also part of the survey mostly the university student who doesn't earn him or her. But student are the most important segment as they are more targeted by most of the advertisement. of People 28 22 %age 56 44 26 .

is not makes a big difference.60 50 40 30 20 10 0 Male Female Survey is not restricted to either the male or female respondent only. No female farmer of businessman found in the survey. I do the survey in district court here I found some professional ladies. Both the sexes are included in the survey. Some girls of university are also in the survey and the service staff in government offices. of People 48 27 %age 96 . Numbers of males are more as 28 out of 50 or 56%. Use Toothpaste Yes No. Male respondents are almost equal from all occupation.

One person who use D Student Datton only are the age of 62 years and a retired retirement and the other a student how believe in using natural things provided by nature. Brand Preference Close up Colgate Pepsodent Babool Others No. But normally people use toothpaste only. of People 14 10 14 4 6 28 %age 29 21 29 8 13 .No 2 4 100 80 60 40 20 0 Yes No A survey try to include those people only. These two never use brush and toothpaste and he believes that his teeth are stronger than other. Some other also use (Datoon) sometime but mostly uses toothpaste. who are using toothpaste as 48 out of 50 use toothpaste and only 2 who are (Datoon) only.

6 are those who use other brands. some selected brands are chosen only. Out of all there brand Closeup and Papsodent are of Hindustan Lever Limited and have limited and have more sale than other. so they Seen Product AD Yes No No. the Pepsodent. These are Closeup.30 25 20 15 10 5 0 Close up Colgate Pepsodent Babool Others For the question of brand preference. of People 48 0 %age 100 0 29 .V. Babool and other if any. There day HLL doing the more aggrieve marketing and give more advertisement on T. Both combine have 28 respondents out of 48 whom use Closeup and Pepsodent 14 each and 10 who use Colgate and 4 who use Babool. Colgate.

people are more aware of the product through its advertisement. At because of fast growing use of television and more number of channels.V.100 80 60 40 20 0 Yes No When the people are asked that have they been seen the advertisement of the product they are using> the results were 100% all the 48 responded in yes. of People 48 4 6 10 30 %age 70 6 9 15 . People now have more information about the new brands come in the market and which brand is giving more advertisement. Where seen the AD T. Magazines Newspapers Others No.

7.M. to 4.V.00A.00P. Much of the information about the product in taken by the people from advertisement on T. There day people are more rational in their decision or they know every thing about the product and its attributes.00 P. After 10. of People 4 16 24 4 %age 8 33 51 8 31 . No.00 P.M.70 60 50 40 30 20 10 0 T.M. When seen the AD 7.M.00 P. 12.M.00A.M. which comes in 100% that all the people seen the advertisement on T. They have seen the advertisement on some other places also such as retailer shop.V.M. They need not to make much reach of additional data for taking their decision because advertisement already increase their knowledge. Magzine Newspapers Others Where the people seen the advertisement of the product they are using? One more result.V.00 P. magazines and newspaper. to 10. to 10.

M.00A. to 4. and 4 who seen the advertisement after 10.00A.M.00 P. as 24 out of 48 mean 50% and other higher number in 18 out of 48 means 33% seen the advertisement between 12. to 10. when the house ladies are at their home and watch the family dramas of serials.00P. to 10. of People 22 30 14 10 %age 24 32 15 11 32 . to 4. Star Plus Movies Sports No. As the people usually watch T. to 10. at night.M.00 P. Morning time between 7.00A.M.00 P.M.M. 12.V.M.00 P.V. Mostly people watch the product advertisement at prime time of T.M. but that time it is also more important the time when they see the toothpaste advertisement more and when their decision is more effected.00 A. After 10.00P.00 P.M. between 7.00 P. Only 4 were seen the product advertisement. 7.M. to 10. Channel Zee T.M.00 P.00 P.V.60 50 40 30 20 10 0 7.M.M.M.

Another important channel is ZEE TV. The results are more in favour of Star PLUS as 30 respondent watches the advertisement on the channel. Marketer tires to give the advertisement on those channels. Star Plus Movies Sports Channel where the advertisement is shown is very important.V. of People 18 24 6 %age 38 49 13 33 . which is watched by the majority of the people. Less of the respondents see toothpastes advertisement on movies or sports channels. Who influence Purchase Husband/Alone Wife/Alone Children No. Respondent are given four options only. But big problem faces by the advertiser is that the people shift to the other channel when the advertisement come on one channel.35 30 25 20 15 10 5 0 Zee T.

of People 8 10 20 10 34 %age 17 21 41 21 . Husband/alone are 18 including hostlers those who take the money from his father.50 40 30 20 10 0 Husband/Alone Wife/Alone Children Purchase decision about the product or brand to be purchased is most important. In most of the families the housewives and ladies take the decision about daily usage small goods. Children who came between the ages of 13. Some in the case of toothpaste. wife's generally tell their husband about brand to be purchased or sometime they herself purchased the product from the market as 24 out of 48 are wife/alone. but the decisions about the purchase of brand is their own.V.20 are purchase the toothpaste mostly after seeing the advertisement on T. How long have you been using 3 Months 6 Months 1 Year More than 1 Year No.

advertisement.V. After some time companies come with new and better in the product and knowledge about that they come to know through T. But still some shift in also there as some use it from 3 months and 6 months only mean there is shift to the other brand. How long the respondent are using the product. is 1 year or more than 1 year as 30 out of 48 use it 1 year or more than 1 year. Trail ability is more in case of toothpaste also. of People 16 12 14 22 8 %age 22 17 19 31 11 35 . tube is also available. as 50 gm. Influences Purchase Decision Cost Loyal Customer Availability Product Characteristics Other No.50 40 3 Months 30 20 10 0 6 Months 1 Year More than 1 Year The use of toothpaste is more sable than in case of shampoo as the toothpaste once purchase used for one month and next month usually person purchase the same brand.

Some time we decide to purchase a particular brand but purchase some other because that brand was not available in the market at the time. Then the second more importance is given to the cost. Here one surprising fact is that people give the importance to price but the percentage of people who use Babool toothpaste are less instead of heaving less price.35 30 25 20 15 10 5 0 Cost Loyal Customer Availability Product Characteristics Other Now comes the influences on purchase decision. availability. So the maximum people purchase toothpaste because of product characteristics or its attributes. product characteristics influence the purchase decision. Then comes the availability of products in the particular market. which factor out of cost. of People 26 24 18 8 %age 33 32 24 11 36 . loyalty. Respondents are asked to tick one or more. Why this brand only Whitening teeth Gum care Breath freshness Herbal Contents No. This is also one of the strong point which influence the purchase decision.

which satisfied their need in the better way. Mostly people purchase the product for whitening their teeth. as 26 out of 48 given this reason. of People 16 12 12 18 %age 28 21 21 30 37 . and the product. So the toothpaste market is more targeted to a particular segment. 18 for breath freshness and some because of herbal contents. 12 purchase from gum Care. why the people purchase a particular brand? As I find out earlier that people purchase particular brand because of product characteristics so their decision is more influence by the problem which they face. if the entire brands are usually having the equal price.35 30 25 20 15 10 5 0 Whitening teeth Gum care Breath freshness Herbal Contents Question arises here is that. What appeal in AD AD Script Projected Celebrities Voice Spotting Action No.

30 25 20 15 10 5 0 Spotting Action AD Script Projected Celebrities Voice So. romance etc. kids etc. People have equal thinking about both the views or mostly never think about it. Maximum 14 are neither agreed nor disagree with the statement. Other more number are in favour of Ad script. One more statement with likert scale given the questionnaire so that. The respondents are asked to tick one or more than one answer. 18 says about spotting action and 16 says about Ad script. or voice and background music. If the advertisement appeals more to the customer then he/she will definitely go for the purchase of that brand. what appeal more in the advertisement? Ad script. spotting action. voice of music. 16 was disagree or strongly disagree with the statement. Some respondents first disagree with the statement but after some time they shift to the neutral or disagreement side. The maximum are agree with the spotting action such as comedy. 12 each are in favour of projected celebrities such as famous models. 18 was agree or strongly agree. 38 . projected celebrities. how much the people are agreed with the statement that advertisement deceives of cheats customers.

8 neither agree nor disagree. 10 was agree and 2 was strongly agree with the statement. Reaction to the AD Immediate Purchase Purchase After Sometime No Reaction at all No. what the people think about? Do they agree with the statement that advertisements are the wastage of money? People are disagreeing with the statement. Some who responses that advertisements deceive or cheat customer are also disagree with the statement because they believe that advertisement give the knowledge of products or brand which satisfied their need or desire in the better way. What the people think about money spend by companies on advertisement? As we know that expenditure on advertisement add to the product cost.People normally don't think about that they are not aware about the think is that their decision change because of advertisement effect. 20 out of 48 was disagree with the statement. He told that more than 50% of cost of the product increases due to the expenditure on advertisement. of People 8 36 4 %age 17 75 8 39 .

Trail ability make the shampoo market more fluctuating. so the common point of view is that the decisions are taken on advertisement basis but only after the product gets some reputation in the market. Either they do immediate purchase or purchase after the products get some market share or not react at all. they shift to that brand otherwise go back to their old product. 36 out of 48 say that they purchase the product only after the product gets some good reputation in the market. Some purchase product satisfied their need or desire in the better way as compared to the previous product. means after how much time they take to go for the purchase of product. FINDINGS IN TOOTHPASTE SURVEY Target Group 40 .80 70 60 50 40 30 20 10 0 Immediate Purchase Purchase After Sometime No Reaction at all Now the last question in the toothpaste survey is the reaction of people to the particular advertisement.

HOW TARGET GROUPS GIVEN AD • Targeted segment are given the advertisement as the product can solve their problem in the better way than by only other brand. to target the most extent customers as possible. to 10. • Time is most important as the advertisement is given mostly on prime time between 7. • • • • People who prefer for Whitening teeth People who prefer for Gum Care People who prefer for Breath Freshness People who prefer Herbal Content There is separate target group of customers but some advertisement as brand try to target two or more groups also.m. Market for toothpaste is mainly divided in four groups. 41 . As the Close-up advertisement show the young boy and girl come close because of breath freshness. • Projected celebrations are use.m.00 p.Toothpaste industry is now more targeted to the particulars segment with their targeted consumer.00 p. as models or young age college-going students are shown. The first three groups have all most equal share and Herbal toothpaste have fewer roles because of less advertisement.

• Advertisements are given on famous channels such Start Plus. as it is being prescribed by doctors. HOW THE DECISION EFFECTED BY ADS • As the toothpaste don't have as much trainability as the shampoo have but have some trainability with small size of tubes which effect the purchase decision as the people can try new product as product with new characteristics with small size of tubes. Sports & Music Channel. 42 . • Price is not given much consideration as the Babul have fewer sales instead of having less price.V. • Decision in effected by advertisement and also by availability of product in the market sometime you select the brand but don't find with the retail and purchase some other. Zee T.. • Some people are of the view that we should change the brand after some time. • Decision of the purchase in more effected by advertisement if the customer face only problem and advertisement give the solution to that problem.

and later on cause the bad reputation of product. • Herbal contents shown by many product advertisements. • Old age people never targeted by advertisement. But still not shown to the much extent. which can be a good segment for toothpaste market. • Advertisement should not show obscene or vulgar scene. which can be a good market. • Sometime advertisement tries to show something more than the actual product. • Close-up come with new slogan “Talk to me” which help them to increase their role in market.• More regular advertisement built more positive attitude of the people towards a particular brand as these day. which can in the effect of the purchase decision more. WHAT IS LACKING THROUGH ADS • Survey shows that mostly house ladies are purchase or decide about which brand to be purchased by advertisement of toothpastes target them less. which increase the people's expectation. As mostly youngster are targeted with advertisement. which are not come under ethical code of conduct. 43 .

• This advertisement leads to the monopoly in the market as HLL enjoy the maximum share in daily consumable.CONSUMERS VIEW ABOUT ADS • People are agreeing with the statement that advertisements change their decision sometime in wrong direction. Only quality product service in the market. • Advertisements are not taken as the wastage of expenditure as it increases the knowledge more than its disadvantage. So there are the chances or raising prices. 44 . It creates the feeling of sometime missing which is very essential.

Brand loyalties in shampoos are not very strong. 45 . volumes. Use of conditioners is not common. In sharp contrast. Major expectations from the product are improvement in texture and manageability. Regular users would need smaller quantity of shampoo per bath.SHAMPOO MARKET The frequency of shampoo usage is very low. Consumers frequently look for a change. An Indian needs more shampoo for a proper wash (average 6 ml) compared to 4 ml needed in Western countries as most Indian women have long hair. accounting for 70% of sachet. curing and avoiding damage to the hair. It is restricted to the super premium segment or those are very involved with their hair care About 50% of consumers use ordinary toilet soaps to wash their hair. giving softness and bounce to hair. particularly in fragrances. Most consumers do not use shampoo daily. shampoo bottles are sold in the Northern region alone. local brands such as Ayur have strong equities and these products being low priced dilute sachet's USP of low price. Most consumers use shampoos only once or twice a week. In many cases. About 15% of consumers use toilet soaps as well as shampoo for cleaning their hair. Southern market is predominately a sachet market. Some consumers use shampoo only to address a specific problem such as dandruff or when they need to condition their hair. parties etc. In the North. Consumers attribute lathering to the act of cleaning. these products are used on special occasions such as weddings.

Ladies are almost equally included in al age group. Survey includes mostly the young age respondent with the income group of 10000-15000. followed by 20-25 as 14 and above 35 as 12. above 35.ANALYSIS OF DATA Age Group 13-20 20-25 25-35 Above 35 40 35 30 25 20 15 10 5 0 13-20 20-25 25-35 Above 35 No. Survey tries to include those people who usually purchase the shampoo in their family. Students are more in age group of 13-20 and 20-25. More people were in age group of 25-35 as 18 or 36%. 46 . 20-25.k 25-30. They are mostly the servicemen and some have two earners in their family. of People 6 14 18 12 %age 12 28 36 24 Survey includes the people between the age of 15-20.

of People 14 20 14 2 %age 28 40 28 4 5000-10000 10000-15000 15000-20000 Above 2000 Monthly incomes of people who are included in the survey have monthly income between 5000-20000. Only two respondents have ranging above 20000. businessmen are taken annual income divide by 12. 20 out of 50 had the monthly income 10000-15000 followed by 14 people each in the group of 5000-10000 and 15000-20000.Monthly income 5000-10000 10000-15000 15000-20000 Above 2000 40 35 30 25 20 15 10 5 0 No. Income of those who don't have fixed monthly income like farmers. of People 30 20 %age 60 40 47 . Middle class families are included as they are more aware of brands and prices. Sex Male Female No.

Male consumption is also more in Punjab because males here usually have long hair. means almost an equal number.60 50 40 30 20 10 0 Male Female Survey includes both the genders. businessmen and self-employed. Females are mostly the students and servicemen/service women and males are mostly the farmers. Both the sexes are almost in all age group and income group. 30 were male and 20 were female. Out of 50. As the shampoo is consume by both the male and female but the consumption by females is more and they even purchase shampoo for her. Use Shampoo Yes No No. of People 45 5 %age 90 10 48 .

90 80 70 60 50 40 30 20 10 0 Yes No

Out of 50 people include in the survey only 2 are the non-user of shampoo and person use Kashnikhar soap. Some other people also use soap and other things but they use soap and other things but they use soap and other things but they use shampoo also. As the people are more careful about their hairs usage of shampoo is now increasing. Only few remain on the old ways or using soap. The entire student, servicemen use shampoo only. Some other also uses soap and other

Brand Preference Clinic Plus Head & Shoulders Pantine Vatika Lux Others

No. of People 12 18 8 4 4 2

%age 25 38 17 8 8 4


40 35 30 25 20 15 10 5 0 Clinic Plus Head & Shoulders Pantine Vatika Lux Others

There are different brands available in the market. Survey includes Clinic Plus, Heads and shoulders, Pentene, Lux and Vatika and other comes under if any other. Most of the people use Head & Shoulders instead of having higher price, as 18 out of 48 and 12 uses Clinic Plus. One thing must be noted here is that, these days more advertisement of Head & Shoulder are coming on the T.V. Lux which the company targeted to those who like glossy hairs have only 4 user.

Packing Preference Bottle Pouch

No. of People 14 34

%age 29 71


80 70 60 50 40 30 20 10 0 Bottle Pouch

People who are using the shampoo prefer to use it in small pouch available just in Rs. 2 or more. The 14 use shampoo in bottle and 34 prefer in Pouch. Pouch increases the trainability of Shampoo as person can try different brands if they are not satisfied with one. One more important thing is that people like to pay small amount. They are ready to purchase quality product at higher price but the payment in installment. That is why Head & Shoulder is sold maximum instead of having more price, as Rs. 4 per Pouch. These days packaging is one of the very important tool in the market work as the 5th P of marketing mix.

Seen Product AD Yes No

No. of People 44 4 51

%age 92 8

Those who not the advertisements of the product they are using are either the hostlers or come know about the product from retailer shop only. One interesting thing told by the respondent that some brands are suggested by the retailer as it a part of strategy use by the companies to give more commission to the retailer. 44 out of 48 see the advertisement either on T. or some other place. of People 38 6 0 10 52 %age 70 11 0 19 .V.100 80 60 40 20 0 Yes No While talking about the product advertisement of the brand. which they are presently using. Where seen the AD T. As they come to know about the new brand from advertisement only.V. Magazines Newspapers Others No.

M. When seen the AD 7. 7.M. Mostly people see the advertisement only on T.M. Magazines Newspapers Others As because of increasing channels and more people are watching T.00 P. T. After 10.00P.M.M. to 10. Only 6 out of 44 who see the advertisement on magazine and 10 see it at retailer shop only.00 P. of People 4 12 24 4 %age 9 27 55 9 53 .00A. 12. because they don't have a habit of reading newspaper or magazines.00A. Some advertisement of toothpaste is give no newspaper or magazine but very less on some selected newspapers or magazines.V. No.V.V. to 10. is the most preferable mean used by the companies to give advertisement.70 60 50 40 30 20 10 0 T. to 4.M.00 P.V.00 P.M.

M.M.M. to 10.00 P. to 10.M. and watch the advertisement at that time.M. 12.M. to 10. to 4. Most of the people watch T.60 50 40 30 20 10 0 7. of People 20 24 24 12 16 %age 23 27 18 14 18 54 .M. Housewives are mainly deciding about these daily wage products as what brand and what quantity so advertisement at that time targeted to them only.V. 7.00P. Star Plus Movies Sports Other No. After 10.00 P. so they seen the advertisement at that time as 20 out of 44 and followed by 12 from 12.00 P.00A.00 P.M.M. to 4.00 P. when the housewives are mostly in home and they watch family drama and serial. mean that time when the people mostly watch T.00 P.M.M. When they see the advertisement.V.00A.00 P.00 P. from 7.V. Channel Zee T.

Respondents was ask to tick one or two if some other channel.V. Star Plus Movies Sports Other Channel use by the companies or advertisement agencies is those with strong viewers. 12 on sports channels and 16 on some other channels. Zee TV. Some are seen the advertisement on more then one channels. These days Star PLUS. 24 out of 38 who had seen the advertisement see it on Star Plus.30 25 20 15 10 5 0 Zee T. 20 on Zee TV. Sony are the most popular channels in India so mostly the advertisement targeted to households are given on these channels. Who influence Purchase Husband Wife Children No. of People 16 24 8 %age 33 50 17 55 . 16 on various movie channels.

Men are 16 who himself purchase the shampoo or tell their wives to purchase the particular brand for him. so the ladies are the more targeted group for fast moving consumer goods by the advertisement companies. Some men also told that there wives tell them the shampoo to be purchased. How long have you been using 3 Months 6 Months 1 Year More than 1 Year No. of People 18 14 10 6 %age 29 42 21 8 56 .50 40 30 20 10 0 Husband Wife Children Purchase of shampoo is mostly making by ladies as 24 out of 48 responses on flavor of ladies. As I told earlier that housewives mostly purchase daily wage products. Children are 8 only who below the age of 20. Men also have influence on purchase but they usually take those decision where the big monetary transactions are involves.

of People 14 10 15 19 9 %age 21 15 22 29 13 57 . Only 14 are those who are using the product from 1 year and 6 those who use it from more than one year. Respondents mostly use the product from 6 months and 3 months. They shift two other brands after some time.45 40 35 30 25 20 15 10 5 0 M ore than 1 Year 1 Year 3 Months 6 Months As the people prefer to use the shampoo in pouches. Trail Influences Purchase Decision Cost Loyal Customer Availability Product Characteristics Other No. It means they are not stitch to the one brand for a long time. These days new and new shampoos are rounding with additional attributes force or influence the customer to shift to that brand.

People purchase the shampoo because of product characters and its availability in the particular market as some people don't have fix brands they use any brand available in the market with the product characteristics that satisfied their need.30 25 20 15 10 5 0 Cost Loyal Customer Availability Product Characteristics Other Purchase decision made by family on these types of daily usage products is mainly effected by the price of the product. of People 24 16 18 14 %age 34 22 25 19 58 . but this was not so true in case of shampoo. Why this brand only Dandruff Glossy Hair Preventing Hair Loss Herbal Contents No. 19 people out of 48 have the influence of product characteristics on their decision.

Products are coming targeted to particular segment. for glossy hairs. Each enjoy good market share. As the popular segments are dandruff shampoo. of People 16 18 10 16 %age 25 30 20 25 59 .35 30 25 20 15 10 5 0 Dandruff Glosy Hair Preventing Hair Loss Herbal Contents Shampoo industries are growing very fast from part four to five years. What appeal in AD AD Script Projected Celebrities Voice Spotting Action No. More people prefer dandruff shampoo as 24 out of 48. Dandruff problem is one of main reason the Head & Shoulder are sold maximum Ludhiana because shampoo provide the better dandruff solution. followed by 18 who purchase for preventing hair. for preventing hair lose and shampoo with herbal content.

As maximum 18 out of 44 are influenced by projected celebrities like any film star or sports star etc. Other thing appeal more in the advertisement is advertisement script or sporting action like comedy. 60 which otherwise could be . What the people like most in the particular advertisement. the success of the advertisement decide the volume of sales and more liked advertisement have more influence on purchase decision of the consumer. which affect most their decision. Respondent have equal number of agreement or disagreement as 12 were agree with the statement and 8 were strongly agree. 14 were disagree or 4 were strongly disagree. As some think that advertisement force them to purchase the product as advertisement create a feeling of something missing in the life but other think that advertisement give the knowledge and helps as in taking more rational decision.30 25 20 15 10 5 0 Spotting Action AD Script Projected Celebrities Voice At the time of purchase decision the influence of advertisement is there. What the people think about the advertisement either advertisement deceives customers or not. romance etc. 19 were those were neither agree nor disagree with the statement.

wrong. They think that it advantages are more than its disadvantages. 18 out of 48 disagree with the statement and only 12 are agreed or strongly agreed.Advertisement is not the wastage of expenditure as most of the people are disagree or strongly disagree with the statement. Some of those who think those advertisements deceive them also disagree with the statement because the knowledge given by the advertisements are more useful. 61 .

or at other place. Mostly people don't go for the product immediately after the advertisement comes on T. People are mostly follow people when product gains some share or reputation in the market.Reaction to the AD Immediate Purchase Purchase After Sometime No Reaction at all 90 80 70 60 50 40 30 20 10 0 No. In case of shampoo some people shift to the new products immediately after the new product come with some new product because of pouch available which make more trainability for the product. of People 4 40 4 %age 8 84 8 Immediate Purchase Purchase After Sometime No Reaction at all The last question in the survey was the reaction to the particular advertisement. FINDING OF SURVEY SHAMPOO MARKET Target Group 62 .V.

M. so the famous film star.00P. model and personality are show in the advertisement. sports starts. preventing hair lost etc. to 10.00 P. 63 . • Time of the advertisement is one of the most important factors. Some advertisements are mostly give between 12. to reach the advertisement to the maximum extant it can reach and maximum effect it can make on purchase decision. Advertisement are targeted mostly to the middle class which have the effect of projected celebrates on their purchase decision. Survey finds that dandruff solution shampoos have more strong market.M. and at prime time between 7.00 P.00P. So Head & Shoulder and Clinic Plus enjoy more market share.Shampoo industry in India is divided into four major segments and each segment targeted to the fix consumers their segments are:• • • • Shampoo for Dandruff Solution Shampoo for Glossy Hair Shampoo for prevent hair loss Shampoo with herbal content. to 4. HOW TARGET GROUPS GIVEN AD • Advertisement to the target market is given as the solution of the problem such as dandruff solution.M.M. targeted to housewives.

HOW THE DECISION EFFECTED BY ADS • Product is put in the market more through pouches this increases the trailability. in famous serials and on famous channels such as Zee T.V.V. 64 . • Product characteristic.• Advertisements are mostly given on the T. • People frequently shift to other brand after six months or 1 year with the decreasing in advertisement on T. • Purchase decision are effected by advertisement if the product have some reputation in the market new product with more advertisement is purchase only when the people come to know about its demand in the market and after trail by himself or herself.V. and other brand start showing much advertisements. • Advertisements have the much effect on the purchase decision of people show the maximum sale of heads and shoulders because these day decisions more advertisement of Head & Shoulder come on T. mean people shift to new brand on trail basis and stand their until new brand satisfied them more better way. Star Plus and on movies channel and one sports channels. mean if the product give the solution to the problem they are facing they go for that product.V.

65 . • Herbal contents are not shown by much the product advertisement. which can in the effect of the purchase decisions more. WHAT IS LACKING THROUGH ADS • Survey shows that mostly house ladies are purchase or decide to which brand to be purchased but advertisement of shampoo never targeted to the segment. • Advertisement should not shown obscene or vulgar seen which are not come under ethical code of conduct. • Old age people never targeted by advertisement.• Cost of the product effect the purchase decision but product characteristic has more influence. which can be a good segment for shampoo market. • Sometime advertisement tries to show something more than the actual product. As people have the perception is that the herbal mean more natural with no harmful effect. which increase the people's expectation. and later on cause the bad reputation of product in the market.

CONSUMERS VIEW ABOUT ADS • People are agreeing with the statement that advertisements change their decision sometime in wrong direction. It creates the feeling of sometime missing which is very essential. 66 .

This ruled out the use of sophisticated analytical techniques. there are those limitations that are common to all empirical researchers and can arise at any stage of the research process e. while entering data or while correcting it etc. • Then. • Questionnaires don't have any question about what is lacking in the advertisement. at best. • As human intelligence and perception are different there may be chance that analysis.g. 67 . the selection was not random and some could consider a sample size of 50 respondents small. which was the part of objective. Respondents may have deliberately or inadvertently misled the data collector. • As all income groups were included in the scope of the research the questions had to kept simple so that the uneducated and the in articulate could also answer them. in asking questions. to Punjab only.LIMITATIONS OF THE RESEARCH • The findings of this research apply. mistakes may have been made in selecting respondents. while recording answers. Even there. • Error may occur due to calculation and tabulation. interpretation and conclusion drawn out of the findings subject to error. of course.

How the consumer decision for the purchase of daily consumable or durable goods are affected through advertisement .CONCLUSION The project was based on the study of consumer behavior. companies or advertisement agencies are tries to give the advertisement more targeted to give the advertisement more targeted to the customer’s need or desires . 68 .

00-10.m 7.m 69 Newspaper . If t.00-10.m after 10. Where did you see that ad? TV.00 p.00 p.v. when did you mostly see that ad 7.m 12.00-4.00 p. Have you seen that product ad? You are using? yes no 4. Which brand you are using or preferring clinic plus Pentine Any other herbs & shoulders vatika lux 3. Do you use shampoo? Yes no female businessman 10000-15000 15000-20000 above 20000 2.QUESTIONNAIRE Name______________________ Age group: 13-20 20-25 25-35 above 35 Monthly income 5000-10000 Occupation Self employed serviceman Farmer Student Sex Male 1. Magazine 5.00 a.

6. Ads deceive customer? strongly agree agree strongly disagree 70 neither agree nor disagree disagree agree disagree Neither agree nor disagree . How long have you been using this brand ? 3 months 6 months 1 year more than 1 year 9. Which factor appeal you most in the ad ?( one or more) ad script projected celedrities Voice sporting action 13. Which factor influencing you to making a purchase? Less cost Easy availability Any other 10. Which channel you usually watch ? (One or more) Zee t. Effect? strongly agree strongly disagree 12. who purchase this product in your family Husband Children 7. why you are using that brand only? for dandruff solution preventing hair loss glossing hair herbal content loyalty product characteristics wife 11 you are using that brand because of ad.v star plus movies sports others 8.

How you reacted to the particular ad? immediately purchase the product Purchase after its reputation builds up not react at all 71 .14. ads are wastage of resources ? strongly agree agree neither agree nor disagree disagree strongly disagree 15.

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