SNJB’s Late Sau.

K B Jain
College of Engineering

PRESENTATION TITLE
“ TOSTUDY EFFECT OF ADVERTISING ON
CONSUMER BUYING BEHAVIOR’’.

NAME : NAHATA PALASH

RAMESHCHAND
PRESENTATION GUIDE : DR.U.S.KASAR
1. INTRODUCTION
 Marketing mix has four subsets i.e. Product, price,
place and promotion and advertising is a
component of promotion mix, which is used to
create awareness about product and services for
taking purchase decisions.
 Marketer uses these types of tool for
communication purpose.
 The major aim of advertising is to impact on
buying behavior.
2. OBJECTIVE

1. To study the effect of advertisement on need

recognition.
2. To understand the role of advertisement in information
search.
3. To analyze the role of advertisement in alternative
evaluation.
4. To check advertising awareness from pharmaceutical
sector
5. To study effect of advertising and respondent for various
factor
3.LITERATURE REVIEW

1. Dr. D. Prasanna Kumar (Nov-DEC 2013) - Advertisement is

major tool of marketing. It helps of recognize the need. An
advertisement reaching a potential buyer while the buyer is
seeking information will have a greater impact

2. Burhan Ali shah(March-2012) - . the result of this study show

the there is positive relationship of emotional responses with
consumer buying behavior and no relationship between
environment responses and consumer buying behavior.

3. Rupesh Pallav (Sep -2016) - Media advertising is one of the

effective tools to influence the buying behavior of consumer .there
are many types of media advertising such as television, internet
radio etc
4. THEORIZATION OF RESEARCH TOPIC

 CONSUMER BUYING DECISION

PROCESS-
1. Need-recognition – it is the most important
step in the buying decision. Without the
recognition of the need, a purchase cannot
take place.
2. Information search - customers may take
after they have recognized the problem or
need in order to find out what they feel is the
best solution.
3. Evaluation of alternatives - consumers
evaluate different products/brands on the
basis of varying product attributes
4. Purchase decision - the final purchase decision
can be disrupted by two factors: negative
feedback from other customers and the level of
motivation to comply or accept the feedback.
5. Post-purchase behavior - In short, customers
compare products with their expectations and
are either satisfied or dissatisfied. This can then
greatly affect the decision process for a similar
purchase from the same company in the future
5.RESEARCH METHODOLOGY

 Research Type -Exploratory Research Design

 Types of Data - Secondary Data
 Source of secondary data- Thesis, Research
paper, Report, book etc.
6. DATA ANALYSIS

1. Role of advertising in need recognition -

As per the research paper “Impact of

advertising on consumer behavior”.
Advertising is a most popular way of popularizing
a product it has merits and demerits. It only helps
in creating the awareness of the product. Purchase
decision totally depends on customer
2. Advertisement role in information search –
As per the research paper “Roll of media
advertising on consumer buying behavior”
In this research paper researcher side that media
advertising is one of the effective tool of
advertising. Because media advertising is
provide more information about the product as
compare to other
3. To check advertising awareness from
FMCG & pharmaceutical sector

100 90.27 90

90
80
70
60 Yes
50 No
40
30
20 9.73 10

10
0
Pharmaceutical Percentage FMCG Percentage

Advertisement awareness among respondents

From Pharmaceutical & FMCG researcher found that the advertising awareness in
Pharmaceutical & FMCG sector is almost same.
4. To study effect of advertising on respondent
for various factor.

42.5
45
40
32.5
35 31

30 25.53 25.23
25 Pharma.%
18.24
20 FMCG %
15
15 10
10
5
0
Recall Positive impression Interest Decision Process

Effect of adverting on respondent

7.FINDINGS

 It is observed that advertisement has an impact on need

recognition.
 Media plays a very vital role for providing information
regarding the product through advertisement.
 Advertisement help to evaluate various alternatives before
buying any product on the other hand it create fumbling
on the mind of some customer regarding a product.
 It is also found that there is direct relationship between
advertisement and purchase decision.
CONCLUSION

 One of the main thing of media advertising is, that all the
advertisement are displaying for all viewers. There for
many advertisement are irrelevant for many viewers.
 This positive perception influence customer.
 A purchase decision can be consider as an optimization
process through which buyers seek the product or the
brand that will yield the greatest satisfaction.
 The choice process can be considered as the search for
the most satisfying trade of among brand and process
describe attribute at different level.
8. KEY LEARNING

1. Advertise sector :-We can strongly sale the product with help
of advertising in this sector television new paper radio
2. True purpose :- The importance of truly believing in what
you do , the mandatory need to define your core value. You
want to be financially and emotionally involved to increase
your chance of success .
3. One focused , one team ;- The importance having one focus
team . team is everyting , team is key for success having
working together in same space focusing on single project at a
time .
4. Data collection :- I understand thetrue power of using data
point to bring idea to the next level, and quickly understand
when to pivot if something seemed off.
SUGGESTION
1. Working with audience in mind :- Pay attention on customer ,
speak to your audience in a uniqe way and constantly review .
2. Know your customer :- The vast majority of time , people make
bad marketing decision because they don’t have right information
abaout their target audience . so we have to know about our
customers.
3. Prioritize content development :- we have a dedicatef team that’s
focus on content strategy and on creat what I call the contentsupply
chain.
4. Keep experiment with new marketing techniques :- great
marketing is about experimentation, testing and measuring different
approaches to find what works best. Your team should meet
regularly with come new ideas
Thank
you