ADVERTISING & MARKETING

RESEARCH
By
Raushni Iyer
Roll No : 60512
 TOPIC OF RESEARCH
• What do people think of the reigning brands in
the market!
• They say there is power in words and
advertising is all about words and perception.
• Using the “word association” technique I aim
to bring forth what the average consumer
feels about the brands we see advertized each
day.
WASHING POWDER
 SURF
Surf

Best
18% Excel
22%
Excel
Expensive
Quality Daag Acche hai
12%
Quality
Expensive Best
26%

Daag Acche hai

22%
 ARIEL
Ariel

Strong
12%
Fragrant
8% Strong
Salman Khan
30% Fragrant
Expensive
O2
Salman Khan
Expensive
O2 36%
14%
 TIDE
TIDE

Best Cheap
16% 14%
Cheap
Offers Offers
18% Affordable
Safedi Safedi
24%
Best

Affordable
28%
 RIN
RIN

Blue
18% Bad
28%
Bad
Rs. 5
Washing Bar
Safedi Safedi
24% Blue
Rs. 5
14%

Washing Bar
16%
 HENKO
HENKO

German
22%
No response German
26% Blue
Blue Expensive
Fragrant 10% Fragrant
12% No response

Expensive
30%
CELL PHONES
 NOKIA
Nokia
Cell phones
8%
Best
28% Best
Camera Strong
24%
Battery
Camera
Cell phones
Strong
Battery 18%
22%
 SAMSUNG
SAMSUNG

Cheap
16%
Low Quality
24% Low Quality
Corby
Affordable Affordable
24% Cheap

Corby
36%
 BLACKBERRY
BLACKBERRY

Addictive
Over-rated 20%
22% Addictive
Expensive
BBM
Confusing Confusing
12%
Over-rated
Expensive
BBM 36%
10%
 LG
LG

Fridge
16%

Electronics Electronics
Flat Screen 38% Quality
18% Flat Screen
Fridge

Quality
28%
 MICROMAX
MICROMAX

Dual Sim
22%
Affordable Affordable
38% Cheap
Cool
Cool Dual Sim
16%

Cheap
24%
AUTOMOBILES
 HONDA
HONDA
Average
12%

Reliable
City 34% Reliable
18% Quality
City
Average

Quality
36%
 TATA
TATA

Noisy
16%
Ugly Interior Noisy
24% Expensive
Expensive Safari
22% Strong
Ugly Interior
Strong
26%
Safari
12%
 HYUNDAI
HYUNDAI
Weak
8%
Cheap/Low Quality
18%
Weak
No Service Station
Not Spacious Expensive Parts
12% No Service Station Not Spacious
Expensive Parts 36% Cheap/Low Quality
26%
 MARUTI SUZUKI
MARUTI SUZUKI
Dependable Value for Money
14% 12%

Value for Money

Service Station
Service Station Affordable
Resale Value
32% 34% Resale Value
Dependable

Affordable
8%
 CHEVROLET
CHEVROLET

No Service Station
18%

Luxurious Luxurious
34%
Amazing
Bad Mileage Bad Mileage
26% No Service Station

Amazing
22%
COMPUTERS
 DELL
DELL

service
22%
Computer Computer
36% Laptop
reliable
reliable service
18%

Laptop
24%
 HEWLETT PACKARD
HP

affordable
16%
invent
28% invent
printer
ink
quality
24% quality
printer affordable
14%
ink
18%
 ZENITH
Sales
Pen Drive
12% Indian
14%
Indian
Mouse
16% Cheap
Cheap Affordable
24% Mouse
Pen Drive
Affordable
34%
 SONY
Sales

Light
16%
Expensive
24% Expensive
Stylish
Colors Viao
20% Colors
Light
Stylish
26%
Viao
14%
 LG
LG

quality
20% Lifes Good
18% Lifes Good
elegant elegant
6% flat screen
user friendly
user friendly quality
32% flat screen
24%
TWO WHEELERS
 BAJAJ
BAJAJ

popular
16%
Hamara Bajaj Hamara Bajaj
28% Chetak
Pulsar Noisy
18% Pulsar
popular

Noisy Chetak
14% 24%
 HERO HONDA
HERO HONDA

Mileage
22%
Dhak Dhak Go Mileage
28% Splendor
Resale Value
Dhak Dhak Go
Resale Value Splendor
22% 28%
 HONDA
Sales

Kinetic
Expensive 22%
28% Kinetic
Activa
Mileage
Expensive
Activa
Mileage 24%
26%
BRANDED CLOTHES
 PANTALOONS
PANTALOONS

repetative
16%

expensive expensive
34%
variety
centre one centre one
24% repetative

variety
26%
 BIBA
BIBA

indian
stylish 16%
28% indian
kurtis kurtis
8% affordable
bad quality
affordable stylish
bad quality 22%
26%
 LEVIS
Sales

best fit
24% jeans
32% jeans
expensive
branded
status symbol
status symbol best fit
12%
branded
22% expensive
10%
 DIESEL
diesel
smooth
10%

classy shoes shoes

14% 34%
expensive
fashionable
fashionable classy
18% smooth

expensive
24%
 BENZER
benzer

variety suits
16% 22%
suits
sherwani
expensive
classy sherwani classy
26% 18% variety

expensive
18%
BRANDED SHOES
 ADIDAS
ADIDAS

light
10%
afforbable light
22% strong
16% strong
fashionable
status symbol rough
22% status symbol
fashionable afforbable
10%
rough
20%
 NIKE
NIKE

heavy
just do it 10%
18% heavy
variety
16% variety
sporty long lasting
14% expensive
long lasting sporty
20% just do it
expensive
22%
 BATA
BATA
sturdy
4%

school shoes
leather school shoes cheap
36% 38% long lasting
leather
sturdy

cheap
long lasting 8%
14%
 METRO
METRO
movie
6%

choice choice
affordable 32%
20% variety
value for money
affordable
movie
variety
18%
value for money
24%
CELL PHONE PROVIDER
 VODAFONE
VODAFONE
HUTCH RED
9% 6%
RED
PUG
PUG NETWORK
BEST PLANS 33%
30% BEST PLANS
GREAT COSTOMER
SERVICE
HUTCH
NETWORK
21%
 AIRTEL
AIRTEL
BHARTI
12%
CHEAP PREPAID PREPAID
8% 30% BAD NETWORK
CALLER TUNES
BEST BEST
12%
CHEAP
BHARTI

BAD NETWORK
CALLER TUNES 16%
22%
 RELIANCE
RELIANCE
ROAMING
4%
CDMA
WRONG BILLING 20% CDMA
22%
GOOD NETWORK
AMBANI
GOOD NETWORK Rs500
10% WRONG BILLING
ROAMING
Rs500 AMBANI
24% 20%
 IDEA
IDEA

SIRJI
RELIABLE 18%
20% SIRJI
ABHISHEK BACHAN
ADITYA BIRLA ABHISHEK BACHAN ROAMING
4% 8% BEST NETWORK
BEST NETWORK ADITYA BIRLA
ROAMING
32% 18% RELIABLE
 VIRGIN
VIRGIN

NO RESPONSE
16%
MONEY FOR INCOMING
28% MONEY FOR INCOMING
YOUTH NEW
8% BAD SERVICE
PREPAID
YOUTH
PREPAID NEW
10% NO RESPONSE
26%

BAD SERVICE
12%