REVIEW OF LITERATURE

Foxall, Gordon R., Sigurdsson, Valdimar, The Psychological Record Consumer

Behavior Analysis: Behavioral Economics Meets the Marketplace

The extension of behavior analysis into realms beyond the traditional experimental an
alysis of
animal behavior makes possible the investigation of areas of human behavior that have
previously been the province of such disciplines as cognitive psychology and microeconomic
This extension has taken two forms, which have, although usually separately, contributed to t
he translation of behavior analytic methods and results into the study of behavior in natural
settings. The first is the application of behavior analytic methods to the broader realm of
behavior, often incorporating field experimental designs that maximize the continuity of the
laboratory based study of behavior with the applied sphere of activity.

David, Ioana, Cognitie, Creier, Comportament Using Focus Group Method in

Consumer Behavior Research

Focus group is a qualitative research method with a widespread use in various applica
tion
fields(such as market research or nongovernmental organization [NGOs] research), and a fairl
y
moderated use in social sciences (mainly sociology and psychology) (Barbour, 1995; Baban,
2002; Boan, 2006; Goldman & MacDonald, 1987; Greenbaum, 1988; Howard, Hubelbank, &
Moore, 1989; Powell & Single, 1996). Focus groups are group interviews (Morgan, 1998), "
When
you think about a traditional focus group, you probably have a picture in your mind of a grou
p of people of the same gender and roughly the same age, sitting around a table with soft

drinks,sharing their opinions on a specific topic, product or service" (Morrison, Haley,

Scheehan, & Taylor, 2002, p. 82).

Steven D'Alessandro, Judith de Groot & Peter Nuttall Impact Factor: 0.714

The Journal of Consumer Behavior aims to promote the understanding of consumer

behaviour, consumer research and consumption through the publication of double-blind peer-
reviewed, top quality theoretical and empirical research. An international academic journal
with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook
which seeks to showcase innovative, alternative and contested representations of consumer
behavior alongside the latest developments in established traditions of consumer research.

Report of National Commission on Labour (2002), Government of India, made

recommendations in the area of labour welfare measures which include social security,
extending the application of the Provident Fund, gratuity and unemployment insurance etc.
Shobha, Mishra & Manju Bhagat, in their Principles for Successful Implementation of
Labour Welfare Activities, stated that labour absenteeism in Indian industries can be reduced
to a great extent by provision of good housing, health and family care, canteen, educational
and training facilities and provision of welfare activities.

A. Sabarirajan, T. Meharajan, B.Arun (2001) analyzed the study on Employee job

satisfaction in Textile industry. The study shows that 15% of the employees are employees
are satisfied with their welfare measures.39 % of the employees is average with their welfare
measures. 16% of them are in highly dissatisfied level. This study throws light on the impact
of welfare measures on QWL among the employees of textile mills in Salam district. While
describing the Welfare in Indian INDUSTRIAL SECTOR, A.J.Todd (1933) was analyzed that
the labour welfare is the voluntary efforts of the employers to establish, within the existing
industrial system, working and sometimes living and cultural conditions of the employees
beyond what is required by law, the custom of the industry and the conditions of the market.

V. V. Giri National Labour Institute(1999-2000), a fully funded autonomous body of the

Ministry of Labour, it was conducted action-oriented research and provides training to grass
root level workers in the trade union movement, both in the urban and rural areas, and also to
officers dealing with industrial relations, personal management, labour welfare, etc.

In the view of K.K. Chaudhuri, in his Human Resources: A Relook to the Workplace, states
that HR policies are being made flexible. From leaves to compensations, perks to office
facilities, many companies are willing to customize policies to suit different employee
segments.

Conventions and Recommendations of ILO (1949) sets forth a fundamental principle at its
26th conference held in Philadelphia recommended some of the measures in the area of
welfare measures which includes adequate protection for life and health of workers in all
occupations, provision for child welfare and maternity protection, provision of adequate
nutrition, housing and facilities for recreation and culture, the assurance of equality of
educational and vocational opportunity etc.

A Study done by P.R. China in 2003, Great expectations is being placed on firms to act with
increasing social responsibility, which is adding a new dimension to the role of management
and the vision of companies. They argue that social welfare activities are strategic
investments for firm. They can create intangible assets that help companies overcome entry
barriers, facilitate globalization, and outcompete local rivals. They are simple contribution,
topic contribution, collaboration with non-profit organizations or government organizations,
and establishment of corporation charity fund. Future research on corporate citizenship would
be strengthened in philanthropic strategy and management.
1.1.5 RESEARCH METHODOLOGY

Research is a procedure of logical and systematic application of the fundamentals of

science to the general and overall questions of a study and scientific technique which
provides precise tools, specific procedure and technical rather than philosophical means for
getting and ordering the data prior to their logical analysis and manipulation. Different type
of research designs is available depending upon the nature of research project, availability of
able manpower and circumstance

Research design:

The research design is the blueprint for the fulfillment of objectives and answering
questions. It is a master plan specifying the method and procedures for collecting and
analyzing needed information. Descriptive Research is used in this study. The main aim is to
describe characteristics of the phenomenon or a situation.

Data Collection Methods: The source of data includes PRIMARY and SECONDARY data
sources.

Primary Sources: Primary data has been collected directly from sample respondents
through questionnaire and with the help of interview
Secondary Sources: Secondary data has been collected from standard textbooks,
Newspapers, Magazines& Internet.

Research Instrument: Research instrument used for the primary data collection is
questionnaire.

1. Sample design: Sample design is definite plan determine before any data is actually
obtaining for a sample from a given population. The researcher must decide the way
of selecting a sample. Sample can be either probability samples or non-probability
samples.

SAMPLING TECHNIQUE: Convenience

SAMPLE SIZE: 100 Respondents

TARGET POPULATION: The population for this research study consists of the residence
of Delhi and NCR.
APPENDICES

I am a student of MBA studying in SRM UNIVERSITY, Chennai and carrying out a survey
for our academic projects to ADVERTISING EFFECTIVENESS. So please fill this
questionnaire. Your identity would not reveal and information will only be used for academic
purposes.

Q1.Do you take cold drinks?

Do you take cold drinks Respondents

Yes
No

Q2.How frequently you take cold drink?

How frequently you take cold drink Respondents

Once a day
Twice a day
More than twice
Not regular drunker

Q3.Which is the different cold drinks available in the market?

Name of cold drinks Respondents

Coca cola
Pepsi
Fanta
Limca
Mirinda
Thums-up
Maaza
All of the above

Q4.Which cold drink you like most?

Which cold drink you like most Respondents

Coca cola
Pepsi
Fanta
Limca
Mirinda
Thums-up
Canada dry
Maaza

Q5.Which flavor of cold drink you like most?

Flavors Respondents
Cola
Lemon
Orange
Mango
Others

Q6.Have you seen the advertisement of cold drink you like most?

Have you seen the ads of cold drink you like Respondents
most
Yes
No

Q7.Through which media you have seen it?

Media Respondents
Tv
Newspaper
Magazine
Other

Q8.How many types of advertisement of you preferred brand of cold drink are there?

No of advertisements Respondents
1
2
3
4

Q9.Which slogan of cold drink you like most?

Slogan Respondents
Taste the thunder
My style
My heart wants more
Life begins here
Q10. Why do you like the advertisement?

Reasons for liking the advertisement Respondents

Its theme
It has film stars
Because of good music
Other reasons

Q11.Do you think that advertisement has forced you to consume product more?

Do you think ads effect the consumption of Respondents

cold drink
Yes
No
Cant say

Q12.Which media is the best media for advertisement?

Best media for advertisement Respondents

TV
Newspaper
Magazine
Others

Q13.Do you think the advertisement is necessary for sale of cold drinks?

Necessity of advertisement Respondents

Necessary
Very necessary
Cant say

Q14.The expenditure incurred on advertisement of cold drinks is such effective that it adds to
profit?

Effectiveness of expenditure incurred on Respondents

advertisement
Yes
No
Cant say
Q15. Is advertisement effectiveness necessary for a company?

Necessity of advertisement effectiveness Respondents

Yes
No
Cant say