A STUDY ON IMPACT OF ADVERTISING EFFECTIVENESS OF ENIYAA GINGILEY OIL WITH SPECIAL REFERENCE TO ERODE CITY

CHAPTER I INTRODUCTION 1.1 ABOUT THE STUDY We are all surrounded by a vast amount of advertising. Nearly everybody, therefore, has some thought on the subject. The tendency is to judge advertising as good or bad, to single out advertisements that one likes or dislikes, to wonder if advertising is worth the large sums of money spent on it, to question the contribution advertising makes to social welfare, and so on. Advertising research also aims to answer these questions in academic ways mainly within the fields of social science. The social simulation research community has developed rapidly in recent years. Computer simulation has proved useful for modeling phenomena of traditionally social scientific interest. This work is to use agent-based social modeling and simulation approach to evaluate the effectiveness of advertising. Advertising is multidimensional. It can be viewed as a form of communication, as a component of an economic system, and as a means of financing the mass media [Sandage71]. Different kinds of businesses use advertising to motivate different kinds of markets toward different kinds of responses. These include national advertising, retail advertising, industrial advertising, trade advertising, professional advertising, idea advertising, and so on. The advertisements we see and hear are end products of a series of investigations, strategic plans, tactical decisions, and executions that all together comprise the total advertising process.

Information technology is playing more and more important role and offers the possibility of a computer-mediated environment, which can changes the traditional one-to-many communications model of advertising [Ranchhod98]. The capacity of computing power has given marketers a chance to grapple with extraordinary detail, every consumers preferences, the development of products and an integrated marketing strategy. The Internet is now becoming another possible source of advertising and of data collection. A computer-based integrated environment to support advertising is another new infrastructure in the next millennium. In order to know about the effectiveness of advertisement I have taken Eniyaa Gingiley Oil Company as my study which is one of the upcoming edible oil company in recent years.

ABOUT THE INDUSTRY India is one of the largest producers of oilseeds in the world and this sector occupies an important position in the agricultural economy. Oilseeds and edible oils are two of the most sensitive essential commodities. India grows oilseeds on an area of over 26 million hectors with productivity around 1000 kg hectare.

India has a wide range of oilseeds crops grown in its different agro climate zones. Groundnut, mustard/rapeseed, sesame, safflower, linseed, castor are the major traditionally cultivated oilseeds. Soyabean and sunflower have also assumed importance in recent years. Coconut is most amongst the plantation crops. Among the non-conventional oils, ricebran oil and cottonseed oil are the most important. The Indian edible oil industry is composed of some 15,000 oil mills, 600 solvent extraction units, 250 vanaspati units and about 400 refining units.

The national council of Applied Economics Research has projected the demand for edible oils under three scenarios on the basis of per capita income growing annually by 4%, 5% and 6%. Under the low growth scenario, the demand was to rise to 22.8 million tones, under medium growth scenario to 25.9 million tones and under high growth scenario to 29.4 million tones in the near future.

With growing quality consciousness and plummeting price differences between packaged and non-packaged edible oils, the packaged edible oil sector will capture 50% of the market share in coming years. The packaged branded edible oil industry is growing at 12% annually. Major players like MARICO industries is the market leader with its two main brands, SWEEKAR AND SAFFOLA, having 15% market share, followed by ITC AGRO Techs SUNDROP at 13% GODREJ FOODS has a market share of 11% and HLLs Flora has 3%. CARGIL sells edible oil through NATURE FRESH and GEMINI brands, RUCHI groups with RUCHI GOLD and MAHAKASH OIL, ADANI WILMAR LIMITED, owner of Fortune brand, National Diary development Boards Dhara brand and other small players own of the packaged edible oil market. The above mentioned are the some of the competitors of the ENIYAA GINGELY OIL. It is one of the upcoming edible oil companies. They are now in the growth stage of product life cycle. In order to improve their sales they are now concentrating on the advertisements.

ABOUT THE COMPANY: V.V.ANAND believes in long-term relations with its suppliers and buyers. Training is a continuous process and constant supervision by experts helps to maintain uniform standards. Most of the suppliers and customers have been with V.V.ANAND for more than 25years. This ensures consistency and reliability. The latest machines are put to use for clearing and grading. Dedicated quality assurance at various locations continuously monitors production, and packing. Food safety is of paramount importance to the company. The unit is Agmark Certified Products are packed according to customer specification in jute bags, polypropylene bags or multi-layers paper nags in various sizes, including jumbo bags. Depending on the product and customer specifications, packing is done always under close supervision and quality checks. The team believes in consistent performance and customer delight. After all, these are qualities that have kept the firm in the vanguard of sesame oil, cake and sesame seed trade for more than two decades. CEO NAME: K.V.E.Anand ANNUAL TURNOVER: 5 to 25 Crore (INR) NUMBER OF EMPLOYEES: Below 75 NATURE OF COMPANY: Manufacturer

YEAR OF ESTABLISHMENT: 1984 CONTACT DETAILS COMPANY NAME: V.V.ANAND &CO CONTACT PERSON: K.V.E.ANAND (business person) ADDRESS: 22, water works road post box; 504, erode (tamilnadu) 638003 COUNTRY: India PHONE: +91-424-2211021 FAX: 424-2213979 MOBILE: 9364112356 WEB SITE: www.eniyaa.com EMAIL: vvanand@gmail.com

CHAPTER II MAIN THEME OF THE STUDY OBJECTIVES OF THE STUDY:

i) To describe the unique characteristics of Eniyaa

Gingiley Oil in comparisons to others.

ii) To collect the information and their attitude from oil customers. iii) To know the awareness level of customers of Eniyaa oil specially. iv) To collect their ideas about future purchasing of Eniyaa gingiley oil. v) To develop sound inter personal relation to get

maximum output both customer and producer of Eniyaa oil.

vi) To know the latest grievance of Customers.

SCOPE OF THE STUDY: i) By effective advertising consumer can learn more about the products. ii) Effective advertising may change the attitudes of the consumer. iii) By giving effective advertisement we can easily recall the product and their uses for a long time. iv) Absence of product remembers can be avoided by giving effective advertising.

LIMITATIONS OF THE STUDY: i) The study is confined to a particular region (Erode Town). ii) Hence the conclusions are drawn with due care, when an attempt is made to generalize the result.
iii) The survey method is adopted for collecting the data for this study, which has its own

limitation and the time period is only 6 weeks which is one of the limitation.
iv) The data collected are subjected to recall bias as respondents have recalled from their

memory and furnished the ready-made information. v) The respondents have given their opinion but there are no ways to check the correctness of their opinion.

RESEARCH METHODLOGY: RESEARCH DEFINITION:

Research is a diligent and scope inquiry or investigation into a subject in order to discover or revise facts, theories, applications etc. Methodology is the system of method followed by particular discipline. Thus, research methodology is the way we conduct our research. TYPES OF RESEARCH: 1. Qualitative Research 2. Descriptive Research SAMPLING METHOD: Convenience sampling method is used to collect the first hand information. Questionnaires are also used for collecting data. SAMPLE SIZE: The sample size used for collecting data is 20. SOURCES OF DATA COLLECTION PRIMARY DATA: Data that is gathered to solve a particular problem as opposed to secondary data which is previously gathered and would need to be located to solve problem. SECONDARY DATA: Those that have been gathered or purpose other than addressing the issue or problem currently under study. TOOLS FOR ANALYSIS: Simple percentage analysis.

REVIEW OF LITERATURE: There is increasing awareness over the need to measure the impact of marketing activities on firm performance. Practitioners are increasingly under pressure to report their contribution to the overall firm performance. The inherent complexity in quantifying the marketing activities has often become a barrier in developing metrics for marketing measurement. OSullivan and Abela (2007) report that the ability to measure the internal marketing performance causes a significant impact on firm performance, profitability; stock return and marketings stature within the firm. In recent years a number of studies suggest that a firms advertising (Frieder and Subrahmanyam 2005; Grullon, Kanatas, and Weston 2004; Joshi and Hanssens 2007,) directly affects stock returns. This is in addition to the indirect effect of advertising through increase in sales revenues and profits. Srinivasan and Hansens (2007) carry out an extensive literature survey on the impact of advertisement on market and firm value. The effect of the advertising on consumers rests on the theory of message repetition. It can be classified into three main effects: a current effect on behavior, a carryover effect on behavior and a non behavioral effect on attitude and memory (Pechmann and Stewart 1988; Sawyer 1981; Sawyer and Ward 1976). Researchers have tried to estimate the effects of advertising on brand sales using field data (Leone and Schultz 1980; Vakratsas and Ambler 1996). Most of these studies focus on many technical issues involved in efficiently capturing the unbiased effects of advertising, given the limitations of field data (Hanssens, Parsons, and Schultz 1990).Deeper analysis of these studies finds that the effects of advertising are significantly greater than zero but do vary by market and product characteristics (Assmus, Farley, and Lehmann 1984; Sethuraman and Tellis 1991). Few studies have addressed the effect of advertising effects on sales. Little has been researched on capturing the impact of how the effects vary by creative medium or vehicle, and time of day for broadcast advertising (e.g., Bhattacharya and Lodish 1994).In

particular, no study has researched the effects of advertising by these three factors simultaneously. While marketers know that that consumer behavior is influenced by multiple factors, yet little research has been done on understanding the impact using the integrated marketing mix model (Sethi 1977, Feichtinger, Hartl and Sethi, 1994). This is attributed to the fragility of advertisings effects and the complexities involved in getting bias-free estimates. Research on the response to advertising had primarily looked at the shape of the response function (Aaker and Carman 1982; Simon and Arndt 1980; Mesak 1999), the dynamics of advertising effects (Simon 1978), and the interaction of advertising with other promotional mix elements (Winder and Moore 1989; Wildt 1977). Luo and Donthu (2001) apply DEA Data Envelopment Analysis to the question of how to measure the efficiency of the advertising in the traditional media. Further Yunjae Cheong (2006) uses the similar model to carry out a study on the evaluation of ad media spending efficiency. This model focused on how one could measure, maximize and benchmark the effects of advertising media spending thereby improving the effectiveness of advertising. Graham and Frankenberger (2000) examined the asset value of advertising expenditures of 320 firms with reported advertising expenditure for each of the 10 consecutive years ending in 1994, seeking to determine the impact of advertising expenditures on the financial performance. They used the changes in year to year differences in advertising expenditure to measure the impact on asset value and subsequent market value of the publicly traded firms.

CHAPTER III

DATA ANALYSIS AND INTERPRETATION

GENDER OF RESPONDENTS: For the purpose of the study, both male and female respondents are included. The percentage analysis of this factor is shown below: TABLE NO: 1 SHOWS THE GENDER OF THE RESPONDENTS NO .OF RESPONDENTS 7 13 20 PERCENTAGE (%) 35 65 100

S.NO 1 2

GENDER Male Female Total

Sources of data : Primary data Interpretation: From the above table, it is observed that 35% of the respondents are male and 65% of the respondents are female. Thus, the majority of the respondents are female.

140 120 100 80 60 40 20 0 Male 1 Female 2 Total

CHART: 3.1 SHOW THE GENDER OF THENO .OF RESPONDENTS RESPONDENTS .

PERCENTAGE (%)

AGE OF THE RESPONDENTS:

Age is an important factor in decision-making. The effectiveness of advertisement differs to each age group. For this purpose of the study, the age of the respondents are divided into 4 categories. They are below 25, 25-35, 35-45, above 45. TABLE NO: 2 SHOWS THE AGE-WISE CLASSIFICATION OF THE RESPONDENTS NO.OF RESPODENTS 5 8 5 20 PERCENTAGE (%) 25 40 25 100

S.NO 1 2 3

AGE Below 25yrs 25yrs-35yrs 35yrs-45yrs Total

Sources of data: Primary data Interpretation: The above table clearly shows that 25% of the respondents are below 25yrs, 40% are in the age group of 25-35yrs, 25% of the respondents are in the age group of 35-45yrs and 10% are in the age group of above 45yrs. Thus the table reveals that majority of the respondents are in the age group of 25yrs-35yrs.

CHART: 3.2 SHOWS THE AGE OF THERESPONDENTS

NO.OF RESPODENTS

1 Below 25yrs 2 25yrs-35yrs 3 35yrs-45yrs 3 Total

EDUCATIONAL QUALIFICATION:

Educational qualification of the respondents helps them in knowing about the effectiveness of advertisement easily. For the purpose of study, the educational qualification of the respondents are divided into four categories viz, school level, UG level, PG level, Professional and Others which include Diploma, Computer Courses etc. the percentage analysis of the factor is shown below.

TABLE NO: 3 SHOWS THE EDUCATIONAL QUALIFICATION OF THE RESPONDENTS EDUCATIONAL NO OF QUALIFICATION RESPONDENTS School level 4 UG level PG level Professional Others Total Sources of data: primary data Interpretation: The above table shows that 20% of the respondents have completed their schooling, 30% of the respondents are undergraduates, 25% are postgraduates 5% are professionals and 15% of the respondents belong to others category. Thus the majority of the respondents are undergraduates. 6 5 1 3 20 PERCENTAGE (%) 20 30 25 5 15 100

S NO 1 2 3 4 5

CHART: 3.3 SHOWS THE EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

5 Total 5 Others 4 Professional 3 PG level 2 UG level 1 School level

MARITAL STATUS:

The marital status of the respondents influences their opinion towards advertisement. For the purpose of the study the marital status of the respondents divided into married and unmarried. TABLE NO: 4 SHOWS THE MARITAL STATUS OF RESPONDENTS MARITAL STATUS Unmarried Married Total Sources of data : Primary data Interpretation: This table shows that 25% of the respondents are unmarried and 75% of the respondents are married. Thus majority of the respondents are married. NO OF RESPONDENTS 5 15 20 PERCENTAGE (%) 25 75 100

S NO 1 2

CHART: 3.4 SHOWS THE MARITAL STATUS OF RESPONDENTS

120 100 80 60 40 20 0 Unmarried 1 Married 2 Total PERCENTAGE (%) NO OF RESPONDENTS

TYPE OF RESPONDENTS:

The type of respondents explains the importance of advertisement to each category of people. The types of respondents are classified into business men, housewife, employed, student and others which include agriculturists etc. TABLE NO: 5 SHOWS THE TYPE OF RESPONDENTS TYPE OF NO OF RESPONDENTS RESPONDENTS Business Men 3 Housewife Employed Students Others Total Sources of data: Primary data Interpretation: This table shows that 15% of the respondents are businessmen, 65% are housewife, 15% are employed, 5% are students and nil in others category. Thus the table reveals that, majority of the respondent are housewives. 13 3 1 20 PERCENTAGE (%) 15 65 15 5 100

S NO 1 2 3 4 5

CHART: 3.5 SHOWS THE TYPE OF RESPONDENTS

5 Total

NO OF RESPONDENTS 3 13 3 1 PERCENTAGE (%) 15 65 15 5-

RESPONDENTS WHO WATCH ADVERTISEMENT OFTEN:

Many people can watch advertisement but how many of them are watching advertisement often? To find out the respondents opinion about often watching advertisement, the following percentage analysis is done. TABLE NO 6: SHOWS THE ATTITUDE TOWARDS WATCHING ADVERTISEMENT NO OF RESPONDENTS 18 2 20 PERCENTAGE (%) 90 10 100

S NO 1 2

ATTITUDE Yes No Total

Sources of data: Primary data Interpretation: This table shows that 90% of the respondents are saying yes and 10% of the respondents of them are saying no. Thus the majority of them are saying yes.

CHART: 3.6 SHOWS THE ATTITUDE TOWARDS WATCHING ADVERTISEMENT

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Yes 1 No 2 Total

PERCENTAGE (%) NO OF RESPONDENTS

TYPES OF ADVERTISEMENT:

Many people like to watch advertisement in different ways. To find out the respondents opinion about types of advertisement, the following percentage analysis is done. TABLE NO: 7 SHOWS THE DIFFERENT TYPES OF ADVERTISEMENT NO OF RESPONDENTS 18 1 1 20 PERCENTAGE (%) 90 5 5 100

S NO 1 2 3 4

TYPES OF AD TV ad Newspaper ad Radio ad Internet ad Total

Sources of data: Primary data Interpretation: This table shows that 90% of the respondents are watching tv ad, 5% of them are interested in newspaper ad, and nil respondents in radio ad and 5% of them are interested in internet ad. The majority of them are watching tv ad.

CHART: 3.7 SHOWS THE TYPES OF ADVERTISEMENT

4 Internet ad

NO OF RESPONDENTS 18 1PERCENTAGE (%) 90 5 -

EXAGGERATION OF ADVERTISEMENT:

Now-a-days in order to sell their product the claims made in the advertisements are unbelievable. To find out the attitude of respondents towards exaggeration percentage analysis is made. TABLE NO: 8 SHOWS THE EXAGGERATION OF ADVERTISEMENT NO OF RESPONDENTS 19 1 20 PERCENTAGE (%) 95 5 100

S NO 1 2 3 4 5

ATTITUDE Strongly Agree Agree Neutral Disagree Strongly Disagree Total

Sources of data: Primary data Interpretation: This table shows that no respondents are saying strongly agree, disagree and strongly disagree. But 95% of them agree and 5% of them are neutral. The majority of them fall under "agree" category.

CHART: 3.8 SHOWS THE EXAGGERATION OF ADVERTISEMENT

5 Total

NO OF RESPONDENTS 19 1 - PERCENTAGE (%) - 95 5 - -

NEED OF CELEBRITIES: Many people are having their own celebrities in cinema, sports etc. In order to attract the consumer these celebrities are used. But to find out the respondents attitude towards need of celebrities percentage analysis is made. TABLE NO: 9 SHOWS THE NEED OF CELEBRITIES NO OF RESPONDENTS 12 8 20 PERCENTAGE (%) 60 40 100

S NO 1 2

ATTITUDE Yes No Total

Sources of data: Primary data Interpretation: This table shows that 60% of them are saying yes and 40% of them are saying no. Thus the majority of them are saying yes.

CHART: 3.9 SHOWS THE NEED OF CELEBRITIES

120 100 80 60 40 20 0 Yes 1 No 2 Total PERCENTAGE (%) NO OF RESPONDENTS

SOURCES OF INFORMATION:

There are many sources through which the respondents came to know about the product and their importance. For the purpose of study some of the significant sources considered are advertisement, friends, relatives and newspaper & magazines. TABLE NO: 10 SHOWS THE SOURCES OF INFORMATION NO OF RESPODENTS 11 1 8 20 PERCENTAG E (%) 55 5 40 100

S NO 1 2 3 4

SOURCES Advertisements Friends Relatives Newspaper & magazines Total

Sources of data: Primary data Interpretation: This table shows that 55% of them are came to know about the product through advertisements, 5% through friends, 40% through relatives and nil incase of newspaper & magazines. Thus the majority of the respondents have come to know about the product through advertisements.

CHART: 3.10 SHOWS THE SOURCES OF INFORMATION

4 Total

NO OF RESPODENTS 11 1 8PERCENTAGE (%) 55 5 40 -

INFLUENCE OF ADVERTISEMENT TO BUY THE PRODUCT: In different ways consumers are attracted to buy the product. In order to find out whether advertisement influence the consumer to buy this product percentage analysis is made. TABLE NO: 11 SHOWS THE ATTITUDE OF THE RESPONDENTS NO OF RESPONDENTS 6 14 20 PERCENTAGE (%) 30 70 100

S NO 1 2 3 4

ATTITUDE Strongly Agree Agree Disagree Strongly Disagree Total

Sources of data: Primary data Interpretation: This table show that 30% of them are strongly agreed, 70% of them are agreed and nil respondents incase of disagrees and strongly disagrees. Thus the majority of the respondents are agreeing.

CHART: 3.11 SHOWS THE ATTITUDE OF THE RESPONDENTS

100 80 60 40 20 0

NO OF RESPONDENTS 6 14 - PERCENTAGE (%) 30 70 - -

OPINION ABOUT THE ADVERTISEMENT:

In order to find out consumers opinion about this advertisement the following percentage analysis is done. TABLE NO: 12 SHOWS THE OPINION ABOUT THE ADVERTISEMENT NO OF RESPONDENTS 5 9 6 20 PERCENTAGE (%) 25 45 30 100

S NO 1 2 3 4

ATTITUDE Excellent Good Average Poor Total

Sources of data: Primary data Interpretation: This table shows that 25% of the respondents are saying "excellent", 45% of them are saying good", 30% of them are saying "average" and nil in case of poor". Thus the majority of them says good.

CHART: 3.12 SHOWS THE OPINION ABOUT THE ADVERTISEMENT

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% PERCENTAGE (%) 25 45 30 NO OF RESPONDENTS 5 9 6-

DURATION OF ADVERTISEMENT: In order to find out the reach of this advertisement among the people the following percentage analysis is made by asking the question hoe many times you have seen the advertisement? TABLE NO: 13 SHOWS THE DURATION OF THE ADVERTISEMENT NO OF RESPONDENTS 2 7 10 1 20 PERCENTAGE (%) 10 35 50 5 100

S NO 1 2 3 4

DURATION 1 2 3 More Total

Sources of data: Primary data Interpretation: This table shows that 10% of the respondents have seen the one time, 35% seen two times, 50% seen three times and 5% more than that. Thus the majority of them have seen the ad three times.

CHART: 3.13 SHOWS THE DURATION OF THE ADVERTISEMENT

MAIN MESSAGE OF THE ADVERTISEMENT:

While we are watching the advertisement itself we came to know what they are coming to say about their product. Likewise the main message is divided into brand awareness, product is of high quality, entice people to try the product and just try to sell the product. To know this the percentage analysis is done. TABLE NO: 14 SHOWS THE MAIN MESSAGE OF THE ADVERTISEMENT S NO 1 2 3 4 MESSAGE Brand awareness Product is of high quality Entice people to try the product Just try to sell the product Total Sources of data: Primary data Interpretation: This table shows that 40% of the respondents says brand awareness and product is of high quality, 15% says entice people to try the product, 5% says just try to sell the product. Thus the majority of them says both brand awareness & product is of high quality. NO OF RESPONDENTS 8 8 3 1 20 PERCENTAG E (%) 40 40 15 5 100

CHART: 3.14 SHOWS THE MAIN MESSAGE OF THE ADVERTISEMENT

100

120

20

40

60

80

1 2 3 4 Just try to sell the product Total Product is of high quality Entice people to try the product

CLAIMS MADE IN THIS ADVERTISEMENT:

Brand awareness PERCENTAGE (%) NO OF RESPONDENTS

In todays advertisement the claims that are made is unbelievable. In order to find whether the claims made in this advertisement is believable the following percentage analysis is made. TABLE NO: 15 SHOWS THE CLAIMS MADE IN THE ADVERTISEMENT NO OF RESPONDENTS 5 10 3 2 20 PERCENTAGE (%) 25 50 15 10 100

S NO 1 2 3 4

ATTITUDE Strongly Agree Agree Disagree Strongly Disagree Total

Sources of data: Primary data Interpretation: This table shows that 25% of the respondents are strongly agreed, 50% of them are agreed, 15% of them are disagreeing and 10% of them are strongly disagreed. Thus the majority of them are agreeing.

NO OF RESPONDENTS

1 Strongly Agree

CHART: 3.15 SHOWS THE CLAIMS IN THE ADVERTISEMENT 3 Disagree

4 Strongly Disagree 4 Total

2 Agree

DESCRIPTION OF THE ADVERTISEMENT:

The advertisement can be described in many ways like sincere, emotional etc. To find the respondents attitude the percentage analysis is made. TABLE NO: 16 SHOWS THE DESCRIPTION OF THE ADVERTISEMENT NO OF RESPONDENTS 4 10 1 3 2 20 PERCENTAGE (%) 20 50 5 15 10 100

S NO 1 2 3 4 5

ATTITUDE Sincere Emotional Funny Boring Others Total

Sources of data: primary data Interpretation: This table shows that 20% of them are saying sincere, 50% of them are saying emotional, 5% of them are saying funny, 15% of them are saying boring and 10% of them are saying others. Thus majority of them are saying emotional.

CHART: 3.16 SHOWS THE DESCRIPTION OF THE ADVERTISEMENT

1 Sincere 100% 5 Total 50% 0% 5 Others 3 Funny 2 Emotional PERCENTAGE (%) NO OF RESPONDENTS

4 Boring

PURCHASE OF OIL: Advertisements influence people to buy the product. In order to find out whether respondents have purchase this product the percentage analysis is made. TABLE NO: 17 SHOWS THE PURCHASE OF OIL S NO 1 2 ATTITUDE Yes No Total Sources of data: Primary data Interpretation: This table show that 75% of them are saying yes and 25% of them are saying no. Thus the majority of them are saying yes. NO OF RESPONDENTS 15 5 20 PERCENTAGE (%) 75 25 100

CHART: 3.17 SHOWS THE PUCHASE OF OIL

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

PERCENTAGE (%) NO OF RESPONDENTS

Yes 1

No 2

Total

ADVERTISEMENT INFLUENCE TO BUY THE PRODUCT: Many reasons are there to buy the product. Whether the advertisement influences the people to buy the product the following percentage analysis is made. TABLE NO: 18 SHOWS THE INFLUENCE OF THE ADVERTISEMENT S NO 1 2 ATTITUDE Yes No Total Sources of data: Primary data Interpretation: This table shows that 75% of them are saying yes and 25% of them are saying no.Thus the majority of them are saying yes. NO OF RESPONDENTS 15 5 20 PERCENTAGE (%) 75 25 100

CHART: 3.18 SHOWS INFLUENCE OF THE ADVERTISEMENT

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

2 Total 2 No 1 Yes

NO OF RESPONDENTS

PERCENTAGE (%)

CHAPTER IV

FINDINGS, RECOMMENDATIONS AND CONCLUSION FINDINGS 1. It is observed that majority of the female respondents have come to know about the effectiveness of advertisement in Eniyaa Gingiley oil. 2. It is inferred that majority of the respondents are between 25yrs-35yrs. 3. The majority of the respondents are PG level. 4. The majority of the respondents are married. 5. The majority of the respondents are housewife. 6. The majority of the respondents are watching TV. 7. The majority of the respondents prefer to watch TV advertisement. 8. The majority of the respondents agree that todays advertisement is over exaggeration. 9. The majority of the respondents are in a need of celebrities to advertisement. 10. It is observed that majority of the respondents are came to know about this advertisement through advertisement. 11. It is inferred that majority of the respondents are agree that advertisement influence them to buy this product.

12. It is inferred that majority of the respondents are saying that advertisement is good. 13. It is observed that majority of the respondents have watched the advertisement more than 3 times. 14. The majority of the respondents have said both brand awareness and product is of high quality as the main messages of this advertisement. 15. The majority of the respondents agree about the claims made in this advertisement.
16. It is observed that majority of the respondents have said that the advertisement is

emotional. 17. It is inferred that majority of the respondents have purchased this oil. 18. The majority of the respondents are influenced by this advertisement.

RECOMMENDATIONS: In television channels, entertainment channels lead in the frequency of Eniyaa advertisement. They have also greater relative visibility in comparison of other

channels therefore advertiser needs to identify the proper slot and timing for their advertisements according to their budget. In the content part of ads, people agrees that they understand the advertisement shown but they dont find relevancy and somewhat have not been prompted by those advertisement to buy the oil. Therefore, efforts should be made to make advertisements more trustworthy and innovative so that people can be persuaded to buy the oil. On the frequency part, so, we can judge that number or frequency of the advertisement is not enough to make favorable image for the companies; there are some other factors also which are responsible for companys credentials. So, company should have better public relation, public awareness program and strong corporate philanthropy to have positive image in public and sell their products

CONCLUSION: In concluding part of this project it shows that advertisement is very much important for any business but advertisement alone do not account for companys success. From the

above findings, we come to know that Eniyaa Gingiley oil company have very good visibility. Most of the time people are able to recall the advertisements. People notices majority of advertisement on Television followed by Newspapers. The role of other media such as Internet, Radio, etc. needs be enhanced and groomed along with T.V and Newspaper. Media such as internet, telephone and family/friends can be used with great deal in the advertisement because it has greater impact on the user due to its interactive nature.

A STUDY ON THE IMPACT OF ADVERTISING EFFECTIVENESS WITH SPECIAL REFERENCE TO ENIYAA GINGELY OIL COMPANY, ERODE 1. Name:

2. Gender: a) Male 3. Age: a) Below 25yrs b) 25yrs 35yrs c) 36yrs- 45yrs d) Above 45yrs 4. Educational Qualification: a) School Level d) Professional 5. Marital Status: a) Unmarried 6. Type of Respondents: a) Business Man b) House Wife c) Employed d) Student e) Others b) Married b) UG Level e) Others c) PG level b) Female

7. Would you like to watch Ad often? a) Yes b) No

8. Which type of Ad do you like? a) TV Ad c b) Newspaper Ad c ) Radio Ad d) Internet Ad

9. Are todays Ads exaggerated? a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly disagree

10. Do you think celebrities add value to Ad? a) Yes b) No

11. How did you come to know about Eniyaa oil? a) Advertisements b) Friends c) Relatives d) Magazines & Newspapers 12. Whether our Ad influences you to buy this product? a) Agree b) Strongly Agree c) Neutral d) disagree e) Strongly disagree 13. What is your opinion about Eniyaa oils Ad? a) Excellent b) Good c) Average d) poor

14. In the past week how many times have you seen an Advertisement of this product (Eniyaa oil)? a) 1 b) 2 c) 3 d) more

15. What do you feel is the main message of this Ad (Eniyaa oil)? a) b) c) d) brand awareness product is of high quality entice people to try the product just trying to sell the product

16. The claims made in this Ad (Eniyaa oil) were believable? a) Strongly agree b) agree c) disagree d) strongly disagree

17. If you want to describe this Ad (Eniyaa) to a friend, you say the Ad is? a) b) c) d) e) sincere emotional funny boring others

18. Have you ever purchased Eniyaa Oil before? a) Yes b) No

19. (If Yes to the previous question) Was the Ad an influence in you buying this product? a) Yes b) No

20. Please give your valuable suggestions in order to improve the Ad?

Thank You

REFERENCES: BOOKS
Advertising Management C L. TYAGI, ARUNKUMAR (New Delhi 1970 3rd

Edition) Dynamic of effective advertising SIMON New Delhi 1978.

Measuring Advertising Effectiveness WILLIAM D. WELLS (New

Delhi 1980

2nd Edition)

 Research methodology C. R. KOTHARI (New age international (p) limited,

Hyderabad) 2nd Edition

Marketing Management PHILIP KOTLER (Prentice hall of India pvt, limited

New Delhi-(10001, 2003) 11th Edition

WEBSITES www.allbusiness.com/mlg/adig/398b-1.html www.eniyaa.com www.en.wikipidia.org/wiki/Advertising