“A STUDY ON INFLUENCE OF MEDIA ADVERTISEMENT ON CONSUMER

BEHAVIOUR WITH SPECIAL REFERENCE TO KUMILY GRAMAPANCHAYATH”.

Dissertation submitted to

Mahatma Gandhi University,

Kottayam, Kerala

In partial fulfillment of the requirements for the award of the degree of

MASTER OF COMMERCE
Submitted by
AIDA JIJI
(Reg. No: 170011017601)
Under the guidance of
Mrs. REMYAMOL N T.
(Faculty, Department of commerce)

ESTD. 2014

SAHYAJYOTHI ARTS AND SCIENCE COLLEGE, KUMILY

(AFFILIATED TO MAHATMA GANDHI UNIVERSITY, KOTTAYAM)
KUMILY, IDUKKI
2017-2019
 SAHYAJYOTHI ARTS AND SCIENCE COLLEGE, KUMILY
AFFILIATED TO MAHATMA GANDHI UNIVERSITY, KOTTAYAM
KUMILY, IDUKKI
Owned and Run by MALANKARA CATHOLIC ARCHDIOCESE of Thiruvalla,
1st Mile, Kumily P.O, Idukki District, Kerala – 685509, Tel. 04869 222085,
8111955105 E-mail: sahyajyothicollege@gmail.com,
Web: www.sahyajyothi.ac.in

CERTIFICATE

I certify that the project work entitled as “A STUDY ON INFLUENCE OF MEDIA

ADVERTISEMENT ON CONSUMER BEHAVIOUR WITH SPECIAL REFERENCE TO
KUMILY GRAMAPANCHAYATH”is a bonafide piece of work done by AIDA JIJI in partial

fulfillment of the requirements for the award of the Degree of MASTER OF COMMERCE in
Mahatma Gandhi University, under my supervision and guidance.

Countersigned by:

(Head of the department) (Project guide) (Principal)

Viva-voce Examination Held on:

External Examiner Internal examiner

DECLARATION
 I,AIDA JIJI hereby declare that the project work entitled as “A STUDY ON INFLUENCE
ON MEDIA ADVERTISEMENT ON CONSUMER BEHAVIOUR WITH SPECIAL
REFERENCE TO KUMILY GRAMAPANCHAYATH”

is a bonafide work done by me under the supervision of Ms. REMYAMOL N T, Assistant

Professor, P. G Department of Commerce, Sahyajyothi Arts and science College Kumily and
has not been submitted earlier for the award of any degree, diploma or similar other titles of any
university or Institutions.

AIDA JIJI

Place: Kumily

Date:
 ACKNOWLEDGEMENT

I am obliged to some dignified personalities whose valuable suggestions, advice,

encouragement, and criticisms helped us in shaping this work; we take this opportunity to
express our gratitude to all of them.

First of all, we thank the God Almighty who has given us power, strength, and
inspiration during the time of this work.

With great reverence, I express my heartfelt and sincere gratitude to

Ms.REMYAMOL N T, P.G. Department of Commerce, Sahyajyothi college
Kumily, for her proficient assistances, incessant encouragement, suggestions, inspirations,
loveable corrections, committed state of mind, and all, in the preparation of this project work.

With great reverence desire to acknowledge our earnest sense of gratefulness to Ms.

ANU P S, Head of the P.G. Department of Commerce, Sahyajyothi Arts and Science
College, Kumily and all other members of the Department, for the encouragement rendered
throughout our academic career.

I express my deep sense of gratitude to Rev Fr. PHILIP VATTAMATTOM,

M.A B. Ed, Principal of Sahyajyothi Arts and Science College, Kumily, for all
his valuable guidance and suggestions for the completion of this project.
With great enthusiasm I express my gratitude to the faculty members of Department of

Commerce for their timely help and support

With profound indebtedness I thank all the respondents, who spent their valuable time
to answer the questionnaire which contributed to the successful completion of the project.
Finally, I express my deep appreciation to all my friends and family members for the moral
support and encouragement for completing the project successfully.

I thank you all ones. AIDA JIJI

 CONTENTS

CHAPTER TITLE PAGE

NO.

I. Introduction 1-5

II. Theoretical Framework 6-29

III. Data analysis and Interpretation 30-51

IV. Findings, Suggestions and Conclusion 52-55

BIBLIOGRAPHY

APPENDIX
 LIST OF TABLES

Table No. Table name Page No.

3.1 Classification on the basis of gender 30

3.2 Classification on the basis of Educational 31

Qualification

3.3 Classification on the basis of occupation 32

3.4 Classification on the basis of preferred bank 33

3.5 Classification on the basis of frequency of 34

visiting bank

3.6 Classification on the basis of experience 35

3.7 Factors considering while choosing bank for 36

account opening

3.8 Classification on the basis of type of account 37

maintained

3.9 Additional services offered by banks 38

3.10 Classification on the basis of satisfying 39

banking needs

3.11 Imposing of unwanted maintance charges by 40

banks
3.12 Classification on the basis of interest rate 41

3.13 Handling of problems by banks 42

3.14 Classification on the basis of formalities for 43

opening account

3.15 Classification on the basis of privacy and 44

accuracy

3.16 Classification on the based on interest 45

charged on deposits

3.17 Classification on the based on satisfied in E- 46

Banking service

Classification on the based on innovative 47

3.18 dynamic and competitive nature

Classification on the basis of formalities of 48

3.19 getting loan

Classification on the bases of additional 49

3.20 charges imposed

Classification on the basis of overall service 50

3.21 quality

3.22 Classification on the based on rank for 51

before selecting bank
 LIST OF FIGURES

Figure Table name Page

No. No.

3.1 Classification on the basis of gender 30

3.2 Classification on the basis of Educational 31

Qualification

3.3 Classification on the basis of occupation 32

3.4 Classification on the basis of preferred bank 33

3.5 Classification on the basis of frequency of 34

visiting bank

3.6 Classification on the basis of experience 35

3.7 Factors considering while choosing bank for 36

account opening

3.8 Classification on the basis of type of account 37

maintained

3.9 Additional services offered by banks 38

3.10 Classification on the basis of satisfying banking 39

needs

3.11 Imposing of unwanted maintance charges by 40

banks
3.12 Classification on the basis of interest rate 41

3.13 Handling of problems by banks 42

3.14 Classification on the basis of formalities for 43

opening account

3.15 Classification on the basis of privacy and 44

accuracy

3.16 Classification on the based on interest charged 45

on deposits

3.17 Classification on the based on satisfied in E- 46

Banking service

3.18 Classification on the based on innovative 47

dynamic and competitive nature

3.19 Classification on the basis of formalities of 48

getting loan

3.20 Classification on the bases of additional charges 49

imposed

3.21 Classification on the basis of overall service 50

quality

3.22 Classification on the based on rank for before 51

selecting bank