Beruflich Dokumente
Kultur Dokumente
By
Vipul Kohli
(8nbma001)
1
A Thesis on
Measuring the Advertising Effectiveness of Surf
Excel (HUL) and Its Effect on Consumer Buying
Behavior
BY
Vipul Kohli
(Class of 2009)
Faculty Marketing
2
GURGAON
ACKNOWLEDGMENT
3
Preface
Professional education is not perfect without fieldwork. Project it on
essential port of M.B.A. It make familiar to the student with current
market position .This report is a humble attempt to sketch the
advertising effectiveness of surf excel and its effects on consumer buying
behavior.
4
TABLE OF CONTENT
Acknowledgements
Preface
List of Tables
Abbreviations
Summary
1. Introduction
1.1 Objectives
1.2 Limitations
1.3 Methodology
2. Advertising
2.1 Introduction
2.2 Medium of advertising
3. Future of Advertising
5
4. Company Profile
4.1 Introduction
5. Literature Review
5.1 Overview
6.2 Sampling
6.3 Variables
7. Empirical Analysis
10. Appendices
11. References
6
List of Tables
34
35
38
7
6. Table 6 – with Bar Chart 39
Abbreviations
i.e. That is
8
Mktg Marketing
Mkt Market
Ad Advertisement
Summary
9
This project is mainly based on first hand observation in the market, the
The Study which I had done in this was about to analyze the
advertising effectiveness of Surf Excel and its effect on consumer buying
behavior. First of all I had to go with some past studies which are called
Literature review to know the way of completing the project or some
valuable ideas regarding my studies.
After literature review, I came to know that what variable I should include in
my study, considering those variables I prepared the questionnaire to know
the desired results and checked it with one small sample i.e. 10people.
During testing the questionnaire, I came to know some points which i had to
change in the questionnaire to put off the confusion of the respondents.
Then I summarized all the data, and test it with questionnaire on Likert
Scale. I made all the calculations with the help of EXCEL 2007.
10
INTRODUCTION
11
Objectives of Study
12
Limitations of Study
It may be possible that the same tools are being used by the different
companies.
Time was a major limiting factor and it was very tough to get the time
of the survey and other activities because of the study.
13
Methodology
The objective of the present study can be accomplished by conducting a
systematic market survey. Market Research is a systematic design,
collection, analysis and reporting of data and finding that are relevant to
different market situation facing by the company. I had to know the
advertising effectiveness of Surf Excel and its effect on consumer buying
behavior. I prepared one questionnaire, which I tested with 10 people data;
it also helped me to rectify the questionnaire where some questions were
confusing the respondents.
For this synopsis, the fit with a quantitative study is better because of the
need for several different views on the questions and to decrease the factor
of that different people think differently. For quantitative, the corresponding
are; structured observations, interviews and surveys, and attitude scaling.
I used the convenience sampling method to collect the data. First of all, I
interact with them and find out 50 such customers who use the Surf Excel in
daily life.
14
Advertising
Medium of Advertising
15
✔ Radio: Radio advertising is a form of advertising via the medium of
radio. Radio advertisements are broadcasted as radio waves to the air
from a transmitter to an antenna and a thus to a receiving device.
Airtime is purchased from a station or network in exchange for airing
the commercials.
16
History of Advertising
Pioneering the concept of the music video, MTV ushered in a new type of
advertising: the consumer tunes in for the advertising message, rather than
17
it being a by-product or afterthought. As cable and satellite television
became increasingly prevalent, specialty channels emerged, including
channels entirely devoted to advertising, such as QVC, Home Shopping
Network, and Shop TV Canada.
Marketing through the Internet opened new frontiers for advertisers and
contributed to the "dot-com" boom of the 1990s. The share of advertising
spending relative to GDP has changed little across large changes in media.
For example, in the U.S. in 1925, the main advertising media were
newspapers, magazines, signs on streetcars, and outdoor posters.
Advertising spending as a share of GDP was about 2.9 percent. By 1998,
television and radio had become major advertising media. Nonetheless,
advertising spending as a share of GDP was slightly lower—about 2.4
percent.
Future of Advertising
18
Global Advertising: Advertising has gone through five major stages of
development: domestic, export, international, multi-national, and global.
For global advertisers, there are four, potentially competing, business
objectives that must be balanced when developing worldwide advertising:
building a brand while speaking with one voice, developing economies of
scale in the creative process, maximizing local effectiveness of ads, and
increasing the company’s speed of implementation. Born from the
evolutionary stages of global marketing are the three primary and
fundamentally different approaches to the development of global advertising
executions: exporting executions, producing local executions, and importing
ideas that travel.
Edo period advertising flyer from 1806 for a traditional medicine called
Kinseitan
19
A print advertisement for the 1913 issue of the Encyclopedia Britannica
Company Profile
Fast Moving Consumer Goods (FMCG) goods are popularly named as
consumer packaged goods. Items in this category include all consumables
(other than groceries/pulses) people buy at regular intervals. The most
common in the list are toilet soaps, detergents, shampoos, toothpaste,
20
shaving products, shoe polish, packaged foodstuff, and household
accessories and extends to certain electronic goods
2. ITC
3. Asian Paints
5. Cadbury India
21
2. Foods (tea, coffee, branded staples, ice creams, Modern Foods
ranges)
3. New Ventures (Hindustan Lever Network, Ayush ayurvedic products
and services, Pureit water purifiers)
4. Exports (HPC, beverages, marine products, rice)
Surf Excel
WHO’S WHO
22
C.K. Prahalad
Review of Literature
23
These literatures gave me a lot of references to handle the
forthcoming problems and I came to know the variables which
determine the customer’ perception about the various medium of
advertisement on consumer buying behavior..
This study also told me that which test I had to do, because I had
to do a comparative study also regarding customer’s perception
so I had to choose those variables which determine the best
advertisement media.
24
Research and Methodology
25
• Communication, asking questions and receiving a response in person
The primary data has been analyzed with the help of five point rating
scale method. In the five points rating the employees have chosen from
mean scores and ranked accordingly. Graphs and tables have also been
26
Nature of Data
1. Primary Source: Data which is collected for the first time and for a
Sources of Data:
Gurgaon like:
Sector21
Sector22
Palam Vihar
IDPL Complex
27
Sampling Method
Types of Sampling:
to a real population.
28
Types of non-probability samples
• Judgment Sampling
• Quota samples
The main assumption associated with convenience sampling is that the members
of the target population are homogeneous. That is, that there would be no
difference in the research results obtained from a random sample, a nearby sample,
29
a co-operative sample, or a sample gathered in some inaccessible part of the
population.
Variables:
Variables are of two types: Dependent variables and independent variables
➢ Newspaper
➢ Magazine
➢ Internet
30
➢ Television
➢ Hoardings
Questionnaire Testing:
Once the questionnaire was prepared it was filled by at least 20 clients due
31
• Language of the questions was simplified so that clients can easily
Empirical Analysis
32
the most trustable
media for buying surfs
4. I am mostly influenced 15 10 10 5
by the lady celebrity in
the ads for surfs
5. Banners hoardings 10 10 10 10
related to surf often
persuades me to make
a purchase
6. I am usually influenced 10 10 20
by the ads given in
magazines about surf
7. The type of animation 10 10 15 5
used in surf ads helps
me in purchasing
8. The comparative ads 15 1 10
shown during the surf 5
ads makes a good
impact in buying a
product
9. Window display designs 20 20
of the retail outlets
selling surfs attracts me
to purchase a product
10.I quite often remember the 20 10 10
ads shown on internet while
making purchase especially
related to fmcg products like
surf
33
Serial Calculations Rankin
No. g
1. 5*20+4*10+3*10+2*0+1*0 1
=170
2. 5*5+4*5+3*5+2*25+1*0 6
=110
3. 5*15+ 4*15+3*0+2*5+ 1*5 3
=150
4. 5*15+4*10+3*10+ 2*5+1*0 5
=125
5. 5*0+4*10+3*10+2*10+1*10 8
=100
6. 5*0+4* 0+3*10+2*10+1*20 10
=70
7. 5*0+4*10+3*10+2*15+1*5 7
=105
8. 5*15+4*15+3*0+2*10+1*0 2
=155
9. 5*0+4*0+3*20+2*0+ 1*20 9
=80
10. 5*0+4*20+3*10+2*10+1*0 4
=130
34
Findings and Observations
35
You mostly get influenced by the positive messages shown in adds
Table -1
Rating Respondent
Percentages
5 50%
4 25%
3 25%
2 0
1 0
36
You mostly get influenced by the negative messages shown in ad
Table-2
Rating Respondent
Percentages
5 12.5%
4 12.5%
3 12.5%
2 62.5%
1 0
37
Table-3
Rating Respondent
Percentages
5 50%
4 37.5%
3 0
2 12.5%
1 0
Table-4
Rating Respondent
Percentages
5 37.5%
4 25%
38
3 25%
2 12.5%%
1 0
Table-5
Rating Respondent
Percentages
5 0
4 25%
3 25%
2 25%
1 25%
39
I am usually influenced by the ads given in magazines about surf
Table-6
Rating Respondent
Percentages
5 0
4 0
3 25%
2 25%
1 50
40
The type of animation used in surf ads helps me in purchasing
Table-7
Rating Respondent
Percentages
5 0
4 25%
3 25%
2 37.5%
1 12.5%
The comparative ad shown during the surf ads makes a good impact in
buying a product
Table-8
Rating Respondent
Percentages
5 37.5%
4 37.5%
41
3 0
2 25%
1 0
Table-9
Rating Respondent
Percentages
5 0
4
3 50%
2 0
1 50%
42
I quite often remember the ads shown on internet while making purchase
especially related to fmcg products like surf
Table-10
Rating Respondent
Percentages
5 0
4 50%
3 25%
2 25%
1 0
CONCLUSION
43
As my topic is measuring the advertising effectiveness of surf excel (H.U.L)
on television and the consumer buying behavior. So we can say that those
consumer buying behavior and will most probably buy that product.
44
APPENDICES
QUESTIONNAIRE
Name ____________
Age
Scoring Key:
5 – Strongly Agree 4–
Agree
1 – Strongly Disagree
45
3. I consider television as the
most trustable media for buying
surfs.
4. I am mostly influenced by the
lady celebrity in the ads for
surfs.
46
References
Lohtia Ritu “The Impact of Content and Design Elements on Banner
Advertising Click-through Rates” (Journal of Advertising Research) vol2007
Journals Referred
Journals of Marketing
Books
47
Business Research method
Websites
www.hul.co.in
Moneycontrol.com
surfexcel.in
www.icmrindia.org
48