Means of Advertisement Impact on Consumer Buying Behaviour With Reference to Health Drinks in Kuppam

Dr D Appala Ra!u" Lecturer in Mgmt School of Commerce and Management, Dravidian University, Kuppam, Chittoor Dr # $ree Devi" Lecturer in Mgmt School of Commerce and Management, Dravidian University, Kuppam, Chittoor

International Journal of Management and Social Sciences Research (IJMSSR)

ISSN: 2319-

AB$%RAC%
Advertising can be utilized for creating a areness and promoting one of the services or for services of all the departments! A thorough analysis is re"uired to decide about the ob#ectives of a particular advertising campaign! $elevision is the ma#or medium of advertisements! %hen a firm ants to thro its point or product to the public, this is the most effective means of doing it! Secondly press ads seem to be effective among people ho loo& for certified ads! $he ne spapers provide certified ads and it depends on the presentation of the ads i!e! its captions and color effects should impress the customers! 'adio ads must be clear and audible! $hese are all means for motivating factors for influencing customer buying behaviour! (Kno your customers and give them hat they ant) is the fundamental principle of mar&eting! Consumer behaviour refers to the selection, purchase and consumption of goods and services for the satisfaction of their ants! $here are different processes involved in the consumer behaviour! *nitially the consumer tries to find hat commodities they ould li&e to consume, then they select only those commodities that promise greater utility! After selecting the commodities, the consumer ma&es an estimate of the available money hich they can spend! Lastly, the consumer analyzes the prevailing prices of commodities and ta&es the decision about the commodities they should consume! Mean hile, there are various other factors influencing the purchases of consumer such as social, cultural, personal and psychological! *n this paper an attempt has been made to learn customers) preferences among the various modes of advertisements and to study hether the media plays any influences in changing the brands of health drin&s in &uppam region! +oth primary data and secondary data have been collected for the study! of the hospital to optimal capacity! Advertising ob#ective has to be decided &eeping in mind targeted clientele and also service to be promoted! $elevision is the ma#or medium of advertisements! %hen a firm ants to thro its point or product to the public, this is the most effective means of doing it! Secondly press ads seem to be effective among people ho loo& for certified ads! $he ne spapers provide certified ads and it depends on the presentation of the ads i!e! its captions and color effects should impress the customers! 'adio ads must be clear and audible! *t must be ith enhanced music and sound effects as it)s the only thing that reaches the public through this mode! Care should be ta&en to ma&e sure that anyone listening must be able to follo the ad clearly! ,e-t comes the hoardings! .ere the size, color effects and captions play the vital role! More important are the locations here the hoardings are put up! /Kno your customers and give them hat they ant0 is the fundamental principle of mar&eting! $his principle is simple in theory, but increasingly challenging to put into practice! Short of being mind reader or having a crystal ball, it)s difficult for mar&eters to &no hat)s on a customer)s mind today, or anticipate hat the customer may need or ant tomorro ! Consumer behavior involves the psychological process that consumers go through in recognizing needs, finding ays to solve these needs, ma&ing purchase decisions 1e!g!, hether or not to purchase a product and, if so, hich brand and here2, interpret information, ma&e plans, and implement these plans 1e!g!, by engaging in comparison shopping or actually purchasing a product2! $ources of influence on the consumer! $he consumer faces numerous sources of influence 3ften, e ta&e cultural influences for granted, but they are significant! An American ill usually not bargain ith a store o ner! $his, ho ever, is a common practice in much of the %orld! Physical factors also influence our behavior! %e are more li&ely to buy a soft drin& hen e are thirsty, for e-ample, and food manufacturers have found that it is more effective to advertise their products on the radio in the late afternoon hen people are getting hungry! A person)s self-image ill also tend to influence

#R&'(D&
Advertising can be utilized for creating a areness and promoting one of the services or for services of all the departments! A thorough analysis is re"uired to decide about the ob#ectives of a particular advertising campaign! $he ob#ectives can vary from providing information, creating a areness, building brand or utilizing the services

i- !lore International Research Journal

"org

hat he or she ill buy5an up ardly mobile manager may buy a flashy car to pro#ect an image of success! Social factors also influence hat the consumers buy5 often, consumers see& to imitate others hom they admire, and may buy the same brands! $he social environment can include both the mainstream culture and a subculture!

$hus, snea&er manufacturers are eager to have their products orn by admired athletes! 6inally, consumer behavior is influenced by learning5you try a hamburger and learn that it satisfies your hunger and tastes good, and the ne-t time you are hungry, you may consider another hamburger!

)B*&C%I+&$ ), %H& $%(D7 7 7 $o learn customers preferences among the various modes of advertisements! $o &no the reason for purchasing the particular brand of health drin&! $o study hether the media plays any influences in changing the brands of health drin&s!

as age vs mode of advertisement, income of the customer types of health drin&s used by customers, media preference and reason for buying the product!

DA%A A/A'-$I$ I/%&R#R&%A%I)/

A/D

M&%H)D)').- ), %H& $%(D+oth primary data secondary data have been collected for the study! 8rimary data are collected from the 499 consumers! $he sample consumers are selected using convenient random sampling method! $he secondary data are collected form boo&s, #ournals and ebsites! $he percentage of samples in favour of four main modes of advertisements, namely radio advertising, television advertising, press advertising and outdoor advertising as calculated and the result as obtained! Simple correlation is used to &no the relationship bet een the variable such

$he table no! 4 sho s that age vs consumer preference on mode of advertisement! it is observe that consumer preference on mode of advertisement ith regard to television 1$:2 age guoup of ;9<=9 years consumer prefer at 4>, hereas the remaining age groups of ?9<;9, =9<@9 and @9 and above prefer at 4; percent, A percent and B percent respectively hich reveals less percentage compared to ;9<=9 age group! *n the case of press and print media the age group of =9<@9 consumers prefer at 4C percent and slightly the age group of ;9<=9 also prefer higher percentage of 4B percentage that is ne-t to =9<@9 age group but the remaining age groups of ?9<;9 and @9 and above are at very less percentage of @ percent and ;

percent only! $he mode of radio advertisement is also at higher preference ith the age group of ;9<=9 and @9 and above that is similar of = percent but the age groups of =9< @9 and ?9<;9 are at less percentage of ; percent and ?

percent only! Ultimately this sho s that age group of ;9< =9 are more conscious about advertisement and its impact on their preference!

%a0le 1 Age +s consumer preference on mode of advertisement Age ?9<;9 ;9<=9 =9<@9 @9 D Above

Age Vs Mode of advertisement

20 15 10 5 0 20-30 30-40 40-50 50 & Above Mode of advertisement TV Mode of advertisement Press & print Mode of advertisement Radio

$he table no!? is e-amined that higher number of consumers earning bet een 's @999<49999 that is =4 percent hereas ?; percent of the consumers are having 's!49999<4@999 as their family income, 4A percent of

them are geeing upto 's!4@999<?9999 and only 4> percent of the consumer are getting more than 's ?9999 per month! $his it is concluded that the moderate or middle income groups are more in the studied area!
Le ve l of Incom e of re s ponde nts

%a0le 2 Income of respondents Income @999<49999 49999<4@999 4@999<?9999 Above ?9999

19%

%ith the follo ing table is depicted that ?A percent of the consumers purchased horlic&s that is highest percentage here as ?@ percent of consumers purchased boost, ?= percent consumers purchased protine- and only ?? percent

of consumers purchased complan! *t is concluded that ma#ority of consumers purchased horlic&s due to their tests and habits!

%a0le 3 %ypes of Health drinks purchased 0y the consumers

#roduct .orlic&s +oost Complan 8rotine%otal %ith the help of the table no!= it is revealed that the highest percentage of consumers that is =? percent and ?A percent &no n about the product through television and ne s papers! $he mass media is the po erful media to the companies to create a areness about the availability of the products in the mar&et, but the consumers ere a are from other sources at ?B percent that is through

Types of health drinks purchased by consum ers

24%

29%

or!i"#s $oost %omp!an

22%

25%

Protine&

interactions ith their friends, relatives, colleagues etc! ,o <a<days internet also has the po er to create a areness among consumers! +ut the user of the internet sources is very marginal due to lac& of technical s&ills! .ence it is inferred that the television and ne s papers are the cheapest sources of a areness about the products to consumers!

%a0le 4 A5areness a0out the product #roduct ,e s papers $elevision 3nline 3thers %otal $he customers) reasons for buying the products are discussed in the table no!@! *t is observed that ;= percent of the consumers buy products due to advice of the doctors here as ?A percent of consumers buy for the sa&e of gro th of the children and on ?B percent of consumers buy for the maintenance of good health for the family and others have less percent ith 44! .ence, it is concluded that higher number of consumers follo s the advice of the doctorsE even they are higher income group to buy the products!
3% 42% 2'% Aw areness about the products

29%

(e) s papers Te!evision *n!ine *t+ers

%a0le 6 Reasons for 0uying the products

Reasons for buying the products ,ood +ea!t+ for 11% 29% 34% 2'% -ami!. Advi"e of t+e /o"tors -or ,ro) in0 %+i!dren *t+ers

$(MMAR- A/D C)/C'($I)/ #roduct

8ress and television advertisements get highest position, because this studyJood as ta&en cover the moderate and healthtofor high income groups! 8eople belonging to such groups are 6amily ell educated! $hey find time to read rite ups and en#oy Advice of the an advertisement published by the press electronic media! Doctors $he television advertisements are mostly preferred by the 6or Jro ing house ives and retired people! $he or&ing youth says Children lac& of time is the main factor influencing them in 3thers choosing the mode of advertisement and hence they can)t afford to spend %otal time atching advertisements on television! $he mass media is the po er full media to the companies to create the a areness about the availability of the product in the mar&et! ,o a day)s internet also has the po er! +ut the user of the internet is very marginal due to lac& of a areness in the studied area! $o conclude advertisements are ell accepted and recognized by people depending up their effectiveness in putting across product and services in an acceptable form! .ence advertisements can be made effective by understanding

hat the people ant and a product or service!

hat they loo& for ard to from

R&,&R&/C&$
4! Aradhna Krishna, *mran S! Curriuun and 'obert %! Shoema&er, (Consumer 8erceptions of 8romotional Activity)! Fournal of Mar&eting, :ol!@@ 1April 4AA42, 8p! =<4B! ?! +earden, %!3!, and Gtzel, M!F! 14AC?2, ('eference group influence on product and brand purchase decisions), Fournal of Consumer 'esearch, AH 4C;<A=! ;! Dobni, D!, and Iin&han, J!M! 14AA92, (*n search of brand imageH a foundation analysis), 8p! 449<4A in M!G! Joldberg, J! Jorn and '!%! 8ollay 1Gds2, Advances in Consumer 'esearch! Association for Consumer 'esearch! 8rovo, U$! =! Jarvin, D!A! 14AC=2, (%hat does product "uality really mean)! Sloan Management 'evie ! 8pH ?@<=;! @! Kotler, 8! 14AAA2, (Mar&eting ManagementH Analysis, 8lanning, *mplementation and Control, 49th ed! ,e

DelhiH 8rentice<.all!