SYNOPSIS

OF THE PROPOSED RESEARCH TOPIC ENTITLED

 
“INFLUENCE OF COMPARATIVE ADVERTISING ON CONSUMER BUYING BEHAVIOUR AND AWARENESS IN
THE FMCG SECTOR” 

This Synopsis of the Dissertation is being submitted in partial fulfillment of the requirements for the
award of the Degree of
MASTER OF BUSINESS ADMINISTRATION
of
BANGALORE UNIVERSITY
This study has been undertaken by
 
ANOKHEE AMIN
Reg. No. 07VWCM6007
Under the guidance of
 
Prof. M. A. Raja Sekhar
Alliance Business Academy

 
 
ALLIANCE BUSINESS ACADEMY
BANGALORE-560076
Batch 2006-2008
 Fast Moving Consumer Goods (FMCG) sector

 Comparative advertising
3.1 Objectives
• To identify how aware the customers are
about a product which is advertised in
comparison to another product.
• To identify the impact of comparative
advertising on consumer buying behavior.
• To identify if comparative advertising is
more attention getting and memorable than
other kind of advertising.
 To identify how is comparative advertising
advertisement perceived consumers.

 To identify the awareness level of products not

advertised in a comparative manner.

 To identify if comparative advertising makes the

product more desirable or enhances perceptions of
quality.
 To identify if the consumers perceive a relation
between the name of a company and the amount of
credibility they place in the comparative ad
portrayed by it.

 To compute the general attitude of customers

towards comparative advertisements.
4.2 Type of research: Descriptive Study
 
4.3 Tools for data collection: Questionnaire

4.4 Type of data: Primary data which will be

collected through questionnaires.
Secondary data-which will be collected by
referring to various studies, articles, books and
websites.
4.5 Sampling plan

 Sample size: The Sample Size undertaken for the

purpose of research will be 100 consumers of FMCG
products, in Bangalore.

 Sample procedure: non probability judgment

sampling
THANK YOU!!