Impact of Advertisement onConsumer Buying Behaviour in Two Wheeler Segments

Title of the Article

Impact of Advertisement on Consumer Buying Behaviour in Two Wheeler Segments.

Name of the Journal : Author(s) Volume: 7 : Number: 1

Journal of Marketing And Communication Manish Jha, Rajiv Sirohi, SumanMadan, ShilpiArora. Period (month or season): May-August Year: 2011

Pages: from 18 to 27.

Report on our understanding of the article: 1) What was the Research Problem/Issue? To study the impact of advertisement on consumer buying behavior and focus on the advertisement which makes it impact on the buying behavior of consumer in two wheeler industry.

2) What were the Hypotheses, and how were they formulated? This study is conducted at Panipat in Haryana. Researchers have explored impact of advertisement on consumer buying behavior. The data collected through questionnaire than they are analyzed and interpreted with the help of Chi-Square test as a statistical tools and data form in tables. Following Assumptions were made on onset of the project: H01 : All advertisements are perceived to be impressive by the target customers. H02 : All advertisements are perceived to be understandable by the target customers. H03 :All advertisements are perceived to be eye catching by the target customers. H04 : All advertisements are perceived to be Unique by the target customers. H05: All advertisements are perceived to be creative by the target customers. H06: All advertisements are perceived to be Visible And Clear by the target customers. H07: All advertisements are perceived to be honest by the target customers.

3) What was the broad methodology that was used to conduct the analyses? The Methodology used by the researchers is to establish relationship between the customers and market players and to explore the fruitfulness and profitability of the marketing efforts. Chi-square test is used as a statical tools to do the research.

Research Instrument: The proposed study is based on both primary and secondary data. Primary data collected through questionnaire and secondary data were collected through newspapers magazines and journals, published report of the two wheeler industry and the internet. Sampling Plan: The sample number not more than 210 were contacted for the primary data. The sampling shall be both random and discrete. Area of Sample : Panipat city (Haryana)

4) How was the data collected? What kind of sampling techniques were used and what was the sample size? The data collected is based on both primary and secondary data. Primary data collected through questionnaire and question was asked through personal interview, email and observations. Secondary data were collected through newspapers magazines and journals, published report of the two wheeler industry and the internet. The sampling shall be both random and discrete. Sample size was not more than 210.

5) What were the statistical tools used for the analyses? Hypothesis (Chi-Square test)

6) What tests were used to test the hypotheses? What conclusions did the authors reach? Chi-Square test was used to test the hypothesis. On the basis of all the studies conducted so far the Author concluded that advertisement plays a major role in promoting the pelt among the customers. Advertising distribute information to consumers that help them to make better economic decisions.

7) Was there any sensitivity analysis conducted? No, they didnt conducted any sensitivity analysis.

8) What are the limitations of the study? It is extremely important to evaluate and consider the limitations of the study in advance in order to assess the reliability of the findings. In our studies the following limitations were concerned: Consumers sometimes find it difficult to express their feelings due to various barriers and thus the results may be far from reality. Time and money are also big constraints in the course of the research process. Sampling size being smaller may not lead to the generalized results for a larger population base. Intensity of advertising, their frequency and media has a combined effect on consumers along with their cultural background. Thus it is quite difficult to segregate and measure the individual factors impact on customers.