CHAPTER 1

INTRODUCTION TO MEDIAS ROLE IN PURCHASE BEHAVIOUR OF CONSUMERS

1.1

INTRODUCTION
Since time immemorial needs of human beings have never ended be it the

discovery of fire or the invention of a wheel as long as the desire for a better living keeps arising in him again and again and till the time he has the purchasing power. To satisfy ones need a person has to look for such kind of products that will be helpful to him. The information regarding these products in the present scenario is available to the consumer with the help of media. The face of media can be in the form of print or electronic form. If we had to carry out such type of research regarding the role of media in purchasing a product 15 or 20 years ago it would have been really difficult to collect the information because of the unavailability of different kinds of products in the market and less technological development. The advent of economic liberalization in India gave invitation to multinational companies (MNC's) to start investing and producing goods. This at present has really changed the market condition and now the consumer is the ultimate king in purchase of a commodity. Production of goods is not the only concern of a company but it has to give information regarding the product to the consumer who will be the ultimate user at the end. Here the media plays a vital role by making the consumer aware of the product because by viewing or hearing to the advertisement of the product will give information and create an awareness and curiosity in the consumer to go to the market and purchase product.
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Hence, companies have to really work hard in their advertisement and marketing fields for wider acceptance of their products. The data and figures which have been collected during this research concerning the role of mass media in purchasing behavior of consumers in case of fast moving consumers goods (FMCG's) are latest. Primary data had to be collected because the choice and preference of consumers keep on changing with the passage of time and to stick to a secondary data wouldn't have provided the true impression which the consumers have about the media. What is the role of social media vs. company websites when consumers are researching products and services? Do consumers value the opportunity to engage with a brand online? Does it play a role in purchase decisions? To find out, DEI Worldwide commissioned OTX to conduct a research study on Online Social Media Behavior and its impact on WordofMouth (WOM). This document highlights the results from the report. To better understand this trend, DEI Worldwide commissioned OTX (Online Testing eXchange) aindependent, global consumer research and consulting firm tresearch the influence of social media on consumers purchase decisions. The study was designed to gain deeper insight into what products or services consumers research online, what online sources they use to gather information, and what they do with the information that they receive. The study shows that consumers rely on various types of social media websites as much as company websites for product and brand information. As a
3

result, companies that utilize social media and engage directly with consumers have a greater opportunity to not only reach more customers, but also increase their likelihood of making a purchase. This study explores consumers relationships with social media websites and measures the impact of online wordofmouth on their purchase decisions. Further, it looks at consumers perceptions of information coming directly from a brand representative online. Surveys were conducted online in August 2008 across a national sample of 500 males and females over the age of 13. Participants also answered questions about searching online for information by product categories, including parenting, food & beverage, personal care & beauty, automotive, entertainment, and electronics / telecom. For each of these categories, researchers were able to measure where consumers searched for information online and what influence this information had on their purchase decisions. People rely on various types of social media websites as much as company websites for product and brand information. Seven out of ten (70%) consumers have visited social media websites such as message boards, social networking sites, and blogs to get information. Further, nearly half (49%) of these consumers made a purchase decision based on what they gathered.

Forty five percent (45%) of people who searched information exclusively via social media websites engaged in word of mouth, compared to 36% who told others about information they found on a company or news website. People are very positive about the opportunity to communicate online with a brand representative. Following acocustomers are willing to spread the word, value the information they receive, and are likely to take action (e.g. shop at the retailer, buy the product, etc.). Social media marketing is playing an increasingly important role in the marketing strategies of companies. One of the biggest advantages that social media websites have over company or news sites is that consumers who visit social media websites are more likely to take action. Consequently, companies who integrate elements of social media into their marketing mix will have a greater opportunity to influence consumers buying choices.

1.2

MEDIA:- In communication, media (singular medium) are the storage

and transmission channels or tools used to store and deliver information or data. It is often referred to as synonymous with mass media or news media, but may refer to a single medium used to communicate any data for any purpose. Evolution:- The beginning of human communication through artificial channels, i.e. not vocalization or gestures, goes back to ancient cave paintings, drawn maps, and writing. The Persian Empire (centred around present-day Iran) played an important role in the field of communication. They devised what might be described as the first real mail or postal system, which is said to have been developed by the Persian emperor Cyrus the Great (c. 550 BC) after his conquest of Media. The role of the system as an intelligence gathering apparatus is well documented, and the service was (later) called angariae, a term that in time turned to indicate a tax system. The Old Testament (Esther, VIII) makes mention of this system: Ahasuerus, king of Medes, used couriers for communicating his decisions. The word "communication" is derived from the Latin root

"communicare". This was due to the Roman Empire also devising what might be described as a mail or postal system, in order to centralize control of the empire from Rome. This allowed for personal letters and for Rome to gather knowledge about events in its many widespread provinces. More advanced
6

postal systems later appeared in the Islamic Caliphate and the Mongol Empire during the Middle Ages. The adoption of a dominant communication medium is important enough that historians have folded civilization into "ages" according to the medium most widely used. A book titled "Five Epochs of Civilization" by William McGaughey (Thistlerose, 2000) divides history into the following stages: Ideographic writing produced the first civilization; alphabetic writing, the second; printing, the third; electronic recording and broadcasting, the fourth; and computer communication, the fifth. The media affects what people think about themselves and how they perceive people as well. What we think about self image and what others should look like comes from the media. While it could be argued that these "Epochs" are just a historian's construction, digital and computer communication shows concrete evidence of changing the way humans organize. The latest trend in communication, termed smartmobbing, involves ad-hoc organization through mobile devices, allowing for effective many-to-many communication and social networking.

TYPES OF MEDIA:1. Broadcast The sequencing of content in a broadcast is called a schedule. With all technological endeavours a number of technical terms and slang are developed please see the list of broadcasting terms for a glossary of terms used. Television and radio programs are distributed through radio broadcasting over frequency bands that are highly regulated by the Federal Communications Commission. Such regulation includes determination of the width of the bands, range, licencing, types of receivers and transmitters used, and acceptable content. Cable programs are often broadcast simultaneously with radio and television programs, but have a more limited audience. By coding signals and having decoding equipment in homes, cable also enables subscription-based channels and pay-per-view services. A broadcasting organisation may broadcast several programs at the same time, through several channels (frequencies), for example BBC One and Two. On the other hand, two or more organisations may share a channel and each use it during a fixed part of the day. Digital radio and digital television may also transmit multiplexed programming, with several channels compressed into one ensemble.
8

When broadcasting is done via the Internet the term webcasting is often used. In 2004 a new phenomenon occurred when a number of technologies combined to produce podcasting. Podcasting is an asynchronous

broadcast/narrowcast medium, with one of the main proponents being Adam Curry and his associates the Podshow. 2. Internet The Internet (also known simply as "the Net" or less precisely as "the Web") is a more interactive medium of mass media, and can be briefly described as "a network of networks". Specifically, it is the worldwide, publicly accessible network of interconnected computer networks that transmit data by packet switching using the standard Internet Protocol (IP). It consists of millions of smaller domestic, academic, business, and governmental networks, which together carry various information and services, such as electronic mail, online chat, file transfer, and the interlinked Web pages and other documents of the World Wide Web. Contrary to some common usage, the Internet and the World Wide Web are not synonymous: the Internet is the system of interconnected computer networks, linked by copper wires, fiber-optic cables, wireless connections etc.; the Web is the contents, or the interconnected documents, linked by hyperlinks and URLs. The World Wide Web is accessible through the Internet, along with many other services including e-mail, file sharing and others described below.
9

Toward the end of the 20th century, the advent of the World Wide Web marked the first era in which most individuals could have a means of exposure on a scale comparable to that of mass media. Anyone with a web site has the potential to address a global audience, although serving to high levels of web traffic is still relatively expensive. It is possible that the rise of peer-to-peer technologies may have begun the process of making the cost of bandwidth manageable. Although a vast amount of information, imagery, and commentary (i.e. "content") has been made available, it is often difficult to determine the authenticity and reliability of information contained in web pages (in many cases, self-published). The invention of the Internet has also allowed breaking news stories to reach around the globe within minutes. This rapid growth of instantaneous, decentralized communication is often deemed likely to change mass media and its relationship to society. "Cross-media" means the idea of distributing the same message through different media channels. A similar idea is expressed in the news industry as "convergence". Many authors understand cross-media publishing to be the ability to publish in both print and on the web without manual conversion effort. An increasing number of wireless devices with mutually incompatible data and screen formats make it even more difficult to achieve the objective create once, publish many.

10

The internet is quickly becoming the center of mass media. Everything is becoming accessible via the internet. Instead of picking up a newspaper, or watching the 10 o'clock news, people will log onto the internet to get the news they want, when they want it. Many workers listen to the radio through the internet while sitting at their desk. Games are played through the internet. The Internet and Education: Findings of the Pew Internet & American Life Project. Even the education system relies on the internet. Teachers can contact the entire class by sending one e-mail. They have web pages where students can get another copy of the class outline or assignments. Some classes even have class blogs where students must post weekly, and are graded on their contributions. The internet thus far has become an extremely dominant form of media. 3. Blogs (Web Logs) Blogging has become a huge form of media. A blog is a website, usually maintained by an individual, with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse chronological order. Many blogs provide commentary or news on a particular subject; others function as more personal online diaries. A typical blog combines text, images, and links to other blogs, web pages, and other media related to its topic. The ability for readers to leave comments in an interactive format is an important part of many blogs. Most blogs are primarily
11

textual, although some focus on art (artlog), photographs (photoblog), sketchblog, videos (vlog), music (MP3 blog), audio (podcasting) are part of a wider network of social media. Micro-blogging is another type of blogging which consists of blogs with very short posts. 4. Publishing Publishing is the industry concerned with the production of literature or information the activity of making information available for public view. In some cases, authors may be their own publishers. Traditionally, the term refers to the distribution of printed works such as books and newspapers. With the advent of digital information systems and the Internet, the scope of publishing has expanded to include websites, blogs, and the like. As a business, publishing includes the development, marketing, production, and distribution of newspapers, magazines, books, literary works, musical works, software, other works dealing with information. Publication is also important as a legal concept; (1) as the process of giving formal notice to the world of a significant intention, for example, to marry or enter bankruptcy, and; (2) as the essential precondition of being able to claim defamation; that is, the alleged libel must have been published.

12

1.4

SOCIAL IMPACT:Media technology has made communicating increasingly easier as time

has passed throughout history. Today, children are encouraged to use media tools in school and are expected to have a general understanding of the various technologies available. The internet is arguably one of the most effective tools in media for communication. Tools such as e-mail, MSN, Facebook etc, have brought people closer together and created new online communities. However, some may argue that certain types of media can hinder face-to-face communication and therefore can result in complications like identity fraud. In a large consumer-driven society, electronic media (such as television) and print media (such as newspapers) are important for distributing advertisement media. More technologically advanced societies have access to goods and services through newer media than less technologically advanced societies. Media, through media and communications psychology, has helped to connect diverse people from far and near geographical location. It has also helped in the aspect of on- line/ internet business and other activities that has an on-line version. All media intended to affect human behavior is initiatied through communication and the intended behavior is coucned in psychology. Therefore, understanding media and communications psychology is

fundamental in understanding the social and individual effects of media. The

13

expanding field of media and ocmmunications psychology combines these established disciplines in a new way. Timing change based on innovation and efficiency may not have a direct correlation with technology. The information revolution is based on modern advancements. During the 19th century, the information "boom" exploded with advancement of postal systems, increase in newspaper accessibility, as well as schools "modernizing". These advancements were made due to the increase of people becoming literate and educated. The methodology of communication although has changed and dispersed in numerous directions based on the source of its sociocultural impact. The sociopsychomedia effect coined by media and learning psychologist Bernard Luskin applies the sociocultural implications of media to society and human behavior.

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CHAPTER 2

RESEARCH METHODOLOGY

15

2.1RESEARCH METHODOLOGY

The methods, which have been used, for gaining the information from the consumer relating to the role of media in buying behavior of consumers have been highlighted below and later on explained. As the objectives of this study have already been mentioned, the next step was how to achieve these objectives by putting in to use the following information gathering tools:-

2.2

RESEARCH DESIGN

a). CONCLUSIVE RESEARCH Conclusive research provides information that helps the executives make a rational decision. In some instances, particularly if an experiment is run, the research may come close to specifying the precise alternatives to choose; in other cases, especially with descriptive studies, the research will only partially clarify the situation, and much will be left to the executive's judgment. Conclusive research studies can be classified as either descriptive or experimental. The following discussion is organized on that basis:

Descriptive studies: Descriptive studies, as their name implies, are designed to describe something- for example, the characteristics of users of a given product; the degree to which product use varies with income, age, sex, or other

16

characteristics; or the number who saw a specific television commercial. A majority of marketing research studies is of this type. Despite the emphasis on description, it should not be concluded that such studies should be simply fact gathering expeditions. To be of maximum value, a descriptive study must collect data for a definite purpose. Nevertheless, descriptive studies vary in the degree to which a specific hypothesis is the guide.

Importance of design in descriptive studies

Descriptive studies differ from exploratory studies in the formality with which they are designed. Exploratory studies are characterized by flexibility, while descriptive studies attempt to obtain a complete and accurate description of a situation. Formal design I required to ensure that the description covers all the phases desired. Precise statement of the problem indicates what information is required. The study must then be designed to provide for the collection of this information. Unless the study design provides specified methods for selecting sources of information and for collecting data from those sources, the information obtained may be inaccurate or inappropriate. Formal design is also required to forestall collection of unnecessary data.

17

Types of descriptive studies

To facilitate the discussion on the design of descriptive studies, two types of study are considered separately- the case method and the statistical method. The separation is required because analysis of results is approached differently in the two instances.

Case method:- Case studies are more appropriate to exploratory research than descriptive research. They are not widely used in descriptive research, but they are worth some comment in the descriptive context and perhaps should be used more than they have been in the past. When the case method is used in exploratory research, the purpose is to discover new ideas about relationship, which are then tested by conclusive research. In many instances, however, case studies are the last formal research undertaken. If any conclusions occur are drawn from the case studies, the testing of these conclusions occur only as they are put into practice. The distinction between the case method in exploratory research and the case method in descriptive research, then, is largely a distinction based on the inality of the results. If further testing is planned, the work is exploratory.

Statistical method:- The statistical method is the most widely used method in marketing research and is the method usually implied when a "survey" is referred to. The name comes from the statistical techniques that are used in
18

analyzing the data collected-techniques that vary from simple means and percentages to very sophisticated techniques that require computers to manipulate the data.

The statistical method differs from the case study in the number of cases studied and in the comprehensive of the study of each case. While the case method involves in depth study of a few cases, the statistical method involves the study of a few factors in a larger number of cases. As more cases are involved, the statistical method must use different methods of analysis- methods designed for mass data. Instead of comparing individual cases by analogy, the statistical method ceases to identify individual cases and focuses instead on classes, averages, percentages, measures of dispersion, and more sophisticated statistical procedures. The term is used widely in social research, and no better term has been found to describe the method.

b). STRUCTURED AND NON DISGUISED QUESTIONING Most questionnaire studies made in marketing research are of this type- they are structured and non-disguised. The questionnaire, which is present in front of the respondents, is a proper list of formal questions. The process of following a prescribed sequence of specific questions is referred to as structured study. Questionnaire can be constructed so that the objective is clear to the respondents. The ultimate objective, which has to be achieved by conducting this research, is not hidden from the respondent. A structured interview of this
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type produces more reliable results than unstructured interviews. By reducing the chance of interviewers to influence results through different phrasings of questions and even different questions, and through judgments of answers and what to record, the structured questionnaire produces more reliable results- that is., if the research project is repeated in the same manner, similar results will be obtained. Data obtained in the structured, non-disguised are easier to tabulate and interpret than data gathered in other ways. An established procedure prevents the interviewers from trying to obtain more information's when it appears the respondent has to more to give, or to explore points when the respondents' answer appears incomplete, misleading, evasive or otherwise inaccurate. c). QUESTIONNAIRE CONSTRUSTION PROCEDURE Questionnaire construction is still much more of an art than a science. Most of what is known about making questionnaire is the result of general experience. Neither a basic theory nor even a fully systematized approach to the problem has been developed. Nevertheless, the extensive experience of many researchers and a limited number of organized experiments have led to a considerable understandings if the problem and to a long list of "dos and don'ts" and rules of thumb. Questionnaire construction is discussed in nine steps. These steps may vary in importance in individual projects, but each step must receive attention in each case. The nine steps are: (1) decide what information is wanted; (2) decide
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what type of questionnaire to use; (3) decide on the content of individual question; (4) decide on the type of question; (5) decide on the wording of the question; (6) decide on question sequence; (7) determine form, layout and method of questionnaire; (8) make a preliminary draft and pretest it; (9) revise and prepare the final questionnaire.

2.3

DATA COLLECTION METHOD

PRIMARY DATA The kind of data, which has been collected in this study, is primary data. Primary data is a data in which the information collected is not outdated and is new and up to date. This data is not already available and has to be collected by the researcher from the respondents. In this study the data has been collected from the people between the age group of 18-30 and 30 above. Although primary data as compared to the secondary data is much more time consuming, as the secondary information is not already available. In case of secondary data the data has already been collected by some other organization or a person and is available to us. But the advantage which primary data holds with it is of being latest and fresh. The need for the collection of any kind of data can be explained with the help of following diagram.

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VAGUE PROBLEM

EXPLORATORY RESEARCH

HYPOTHESIS

NEW IDEAS

CONCLUSIVE RESEARCH

DESIGN 2.4 SAMPLING

Because much marketing information is obtained by sampling situations, the student should understand the advantages and limitations of collecting data via samples. This discussion of sampling will be limited to an examination of basic concepts. The reader is assuming to have limited knowledge of mathematics. Lower total cost and greater timeliness and the major reasons data are collected by sampling rather than by complete enumeration. However, samples may possess other advantages. For example, greater accuracy of individual measurements may be possible. Fewer field workers or observers will be needed, and these may be more carefully selected, trained, and supervised. Considering these several aspects, it will often be found that sampling provides greater total value more useful results, faster, at less cost than would be possible by attempting to collect data from all units of interest.
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Sample design is the third problem that must be addressed in any sampling operations. This subject may be divided into (1) determining sample units, (2) selecting the sample items, and (3) estimating universe characteristics from sample data. Another part of the sample design problem is the method of choosing the sample items. Two general classes of methods exist for selecting samples: probability methods and non-probability methods.

PROBABILITY SAMPLING -In this method every item in the universe has a known chance, or a probability, of being chosen for the sample. This implies that the selection of the sample items is independent of person making the study- that is, the sampling operation is controlled objectively so that the items will be chosen strictly at random.

SIMPLE RANDOM SAMPLING Probability sampling is the only sampling technique available that will provide an objective measure of the precision of the sample estimate. The simplest possible probability sampling method is called simple random sampling. In probability sampling, every possible sample of a given size drawn from a specified universe has a known chance of being selected. In simple random sampling, every possible sample has a known and an equal chance of selection. Simple random sampling is discussed in detail for two reasons:

23

1.

It is the easiest probability sampling method to understand. It will serve as a vehicle for introducing some of the more complicated ideas involved drawing inferences from samples.

2.

It may serve as a good approximation to some of the more complex methods used in practice.

NON-Probability SAMPLING - In this method the chance of choosing a particular universe element is unknown. As so defined, non-probability sampling includes a great variety of techniques ranging in complexity from a sample chosen purely on the basis of convenience to an elaborate "quota sample" in which respondents are chosen on the basis of several socioeconomic characteristics. Any sampling procedure that does not specify the chance of selecting any universe element is a non-probability sampling method, no matter what else is included in the specifications.

CONVENIENCE SAMPLING As the name implies, a convenience sample is one chosen purely for the expedience. An extreme example is monitoring price trends in a nearby grocery store, with the objective of inferring national price movements. Another is evaluating public opinion issues, based on television news programs soliciting opinions from people. While few analysts would find credibility in conclusions from such extreme cases, the inappropriateness of using conveniences sampling to estimate universe values is not widely recognized. The major problem with

24

this is that one is unable to draw objective inferences about a rigorously defined universe. Convenience sampling is sometimes useful in marketing research for certain specialized purposes. If one has very little information about a subject, then a small scale convenience sample can be of value in exploratory work, to help understand the range of response in a subject area.

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2.5

STATEMENT OF OBJECTIVES

The following are the objectives of the study:-

1. Up to what extent the media is providing the customers correct message about the product, which are available to them in the market and do they (customers) actually buy them.

2. Does the media help people in giving away their views to their friends about the purchase of a product and is it affecting their own family members in purchase of a product.

3. Is the media to be blamed for rise in prices of the product and is the media only a profit generating machine for the corporate organizations.

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CHAPTER 3

ANALYSIS AND INTERPRETATION

27

ANALYSIS AND INTERPRETITION CHI-SQUARE TEST ( The

2 2

Test)

test (pronounced as Chi-Square test) is on of the simplest and most

2

widely used non-parametric tests in statistical work. The symbol Greek letter Chi. The
2

is the

test was first used by Karl Pearson in the year 1900.

The quantity 2 describes the magnitude of the discrepancy between theory and observation. It is defined as:( o E )2 X 2 = E

Where O refers to the observed frequencies and E refers to the expected frequencies. Steps in
2

Test:-

To determine the value of 2, the steps required are:1. Calculate the expected frequencies in general the expected frequency for any call be calculated from the following equation:E= RTxCT N

E RT CT N

= Expected frequency = The row total for the row containing the cell. = The column total for the column containing the cell. = The total number of observations.

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2.

Take the difference between observed and expected frequencies and obtain the squares of these differences i.e. obtain the value of (O-E)2.

3.

Divide the values of (O-E)2 obtained in step (2) by the respective expected frequency and obtain the total [(O-E)2/E]. This gives the

value of x2 which can range from Zero to infinity. If x2 is zero it means that the observed and expected frequencies completely coincide. The greated the discrepancy between the observed and expected frequencies the greated shall be the value of x2. The calculated value of x2 is compared with the table value of x2 for given degrees of freedom at a certain specified level of significance. If at the stated level (generally 5% level is selected), the calculated value of x2 is more than the table value of x2, the difference between theory and observation is considered to be significant i.e. it could not have arisen due to fluctuations of simple sampling. If on the other hand, the calculated value of x2 is less then table value, the difference between theory and observation is not considered as significant i.e. it is regarded as due to fluctuations of simple sampling and hence ignored.

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Degree of Freedom:While comparing the calculated value of x2 with the table value we have to determine the degree of freedom. By degrees of freedom we mean the number of classes to which the value can be assigned arbitrarily orat will without violating the restrictions or limitations placed. DOF = (R-1) (C-1) DOF = Degree of freedom R C = No. of rows = No. of columns

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Conditions for Applying x2 test

The following conditions should be satisfied before applying the x2 test.
1. In the first place N must be reasonably lauge to ensure the similarity

between the oretically correct distribution and our sampling distribution of x2 the Chi-square stalistic. It is difficult to say what constitutes largeness, but as a general rule x2 test should not be used when N is less than 50.
2. No theoretical cell frequency should be small when the expected

frequencies are too small the value of x2 will be over estimated and will result in too many rejections of the null hypothesis. To avoid making incorrect inferences a general rule is followed that expected frequency of less than 5 in one cell of a contingency table is too small to use. When the table contains more than one cell with an expected frequency of less than 5 we Pool the frequencies which are less than 5 with preceding or succeeding frequency so that the resulting sum is 5 or more. However, in doing so we reduce the numbers of categories of data and will gain less information from contingency table. 3. The constraints on the cell frequencies if any should be linear i.e., they should not involve square and higher powers of the frequencies Such as O= E=N

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Media preference Table 1: Tabulation of the results obtained UPTO 30 06 46 03 55 30 Above 12 28 05 45 Total 18 74 08 N = 100

Print media Audio Visual Any other Total

Source : Questioner

Ho :

There is no effect of age on the preference of media.

Calculated value of X2 = 5.93 Degree of freedom = (r-1) (c-1) (3-1) (2-1) = Table value of X2 at 5% level = 2 5.99

Because calculated value of X2 is less than that of the table value of X2 the hypothesis (Ho) is accepted.

It means that there is no effect of age on the preference of media.

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Q2.

Do you think that advertisement which are shown through media convey the correct message?

28% 48%

8% 16%

Yes

No

Can't Say

Sometimes

From the above pie chat it can be concluded that most people think that advertisement which are shown through media convey the correct message only sometimes i.e., media is not affecting the buying behavior of people to a very large extent.

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Q3

Do you prefer buying things, which are shown through mass media?

26%

52% 12% 10%

Rarely

Never

Frequently

Sometimes

From the above pie chat it shows that The media does have an important role in this case with the majority of people agreeing that media affects their buying behaviour.

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Immediate action after watching advertisement in between a Program. Table No. 2: Tabulation of results obtained Keep Watching Change to another channel Stop Watching Total
Source : Questioner

UPTO 30 24 28 03 55

30 Above 15 28 02 45

Total 39 56 05 N = 100

Ho :

There is no effect of age on the preference of the consumers when the

advertisements are shown in between their favorite programs.

Calculated value of X2 = 1.28 Degree of freedom = (r-1) (c-1) (3-1) (2-1) = Table value of X2 at 5% level = 2 5.99

Because calculated value of X2 is less than that of the table value of X2 the hypothesis (Ho) is accepted.

It means that there is no effect of age on the preference of consumers when the advertisements are shown in between their favorite program. Immediate reaction after watching the advertisement Table 3: Tabulation of results obtained

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Immediately buying Think of buying Dropping the idea Do nothing Total

Source : Questioner

UPTO 30 12 34 00 09 55

30 Above 08 28 02 07 45

Total 20 62 02 16 N = 100

Ho :

There is no effect of age when customers want to buy a product and

watches or hears the advertisement of same product in the media. Calculated value of X2 = 2.65 Degree of freedom = (r-1) (c-1) (4-1) (2-1) = Table value of X2 at 5% level = 7.81 Because calculated value of X2 is less than that of the table value of X2 the hypothesis (Ho) is accepted. 3

It means that there is no effect of age when customer want to buy a product and watches or hears the advertisement of it in the media.

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Q6.

Does the media play the role of a product between you and your family?

18% 32%

36%

14%

Yes

Can't say

No

Sometimes

From the above pie chat it shows that The media although occasionally, but is playing san important role of a mediator for the purchase of a product between the family members.

Q7.

Advertisements of what kind of products you prefer watching or hearing

through media for purchasing?

18% 40%

34% 8%

Branded

Unbranded

Both

Don't know

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From the above pie chat it shows that Although there is not much difference between the two choices (Branded, Both) but still people buying things of both quality which they come to know from the media. Media as a suggestion provider Table 4: Tabulation of results obtained

Yes No Sometimes Cant say Total

Source : Questioner

UPTO 30 16 09 26 04 55

30 Above 14 07 08 06 45

Total 30 16 44 10 N = 100

Ho :

There is no effect of age on a person in giving away his/her opinion to

their friends in purchases of a product.

Calculated value of X2 = 1.41 Degree of freedom = (r-1) (c-1) (4-1) (2-1) = Table value of X2 at 5% level = 7.81 3

Because calculated value of X2 is less than that of the table value of X2 the hypothesis (Ho) is accepted.

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It means that there is no effect of age on a person in giving away his/her opinion to their friends in purchase of a product.

Q9

Except for you is the media affecting your other family members in

purchase decision of a product?

42%

46%

12%

Yes

No

Sometimes

From the above pie chart it can be concluded that media is playing an important role by affecting other family members in purchase decision of a product. Q10. In your opinion, are the print and audiovisual media the only fastest

source of information provider?

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28%

58% 14%

Yes

No

Sometimes

From the above pie chat it shows that It can be analyzed from the above chart that the audio visual media are the fastest source of information provider to the people regarding the purchase of a product. Q12. Do the advertisements help you keeping in touch with the latest trend prevailing in the market?

12%

26%

52% 10%

Yes

No

Sometimes

Can't say

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From the above pie chat it shows that The importance of media can be judged from the above chart because maximum people do agree that media helps them in keeping in touch with the latest trend prevailing in the market.

Q14. Do you like watching advertisements promoting Indian products and then buying them?

5% 44%

40%

11%

Yes

No

Sometimes

Don't know

From the above pie chat it shows that Media does play an important role by promoting Indian products and then affecting buying behavior of people by encouraging them to buy.

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Q15. With the help of media, do the foreign products entice you to purchase them as compared to Indian products?

8%

25%

39% 28%

Yes

No

Sometimes

Don't know

From the above pie chat it shows that It can be concluded from the above pie chart that the media does occasionally encourages people to buy the foreign products as compared to the Indian products.

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Q16. Is the duration of an advertisement a factor important for you to purchase that product or not?

6% 26% 38%

30%

Yes

No

Can't say

Sometimes

From the statistics of the pie chart it can be concluded that the duration of an advertisement on a media does play an important role in the purchase behavior of a product by a consumer.

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Q17. In your opinion is the media only a source of revenue earner for a corporate organization rather than a source of correct information provider about a product for a consumer?

22% 32%

46%

Yes

No

Can't Say

The above statistics suggest that the role of media is not to earn profit for the corporate organizations but to provide correct information to the ultimate customer.

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Q18. Is the media to be blamed for rise in price of products by regularly promoting them and is that affecting your purchasing behavior?

19% 35%

23% 23%

Yes

No

Can't say

Sometimes

From the above statistics it can be concluded that maximum number of people believe that media is one of the factor responsible for the rise in prices of the products, which ultimately affects the purchase behavior.

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Q19. Purchasing a product after looking it in the media, is that helping you in defining your personality?

29%

36%

35%

Yes

No

Can't Say

From the above pie chat it shows that It is believed that media does help in developing personality to some extent of the customers after they purchase the product.

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Q20. Is the presence of a popular celebrity in an advertisement important for your purchase decision?

30%

25%

3% 42%

Yes

No

Can't say

Sometimes

From the above pie chat it shows that It can be concluded from the above statistics that the presence of a popular celebrity is not affecting the purchase behavior of customers.

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Preferred time for watching advertisements Table 5: Tabulation of results obtained

Morning Afternoon Evening Late night Total

Source : Questioner

UPTO 30 11 13 24 07 55

30 Above 07 11 18 09 45

Total 18 24 42 16 N = 100

Ho :

There is no effect of age on the preference of watching an advertisement

at any period of the day. Calculated value of X2 = 1.17 Degree of freedom = (r-1) (c-1) (4-1) (2-1) = Table value of X2 at 5% level = 7.81 Because calculated value of X2 is less than that of the table value of X2 the hypothesis (Ho) is accepted. It means that there is no effect of age on the preference of watching an advertisement at any period of the day. 3

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Types of advertisement preferred Table 6: Tabulation of results obtained

Humorous Descriptive Emotional Patriotic Total

Source : Questioner

UPTO 30 16 27 11 01 55

30 Above 20 14 08 03 45

Total 36 41 19 04 N = 100

Ho :

There is no effect of age on the preference of watching an advertisement

at any period of the day. Calculated value of X2 = 5.08 Degree of freedom = (r-1) (c-1) (4-1) (2-1) = Table value of X2 at 5% level = 7.81 Because calculated value of X2 is less than that of the table value of X2 the hypothesis (Ho) is accepted. 3

It means that there is no effect of age on the type of advertisements a person likes.

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CHAPTER 4

CONCLUSION & RECOMMENDATIONS

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CONCLUSION

The conclusions, which are drawn from the results obtained by analyzing the questionnaires filled up by the respondents, are as follows:

74% of the respondents behavior is affected by audio visual media. The Chi square test when applied to this question shows that there is effect of age on the preference of media.

With 28% respondents feel that the media sometimes conveys the correct message to them.

52% of the respondents agreeing to the fact that they do prefer buying things advertised through the media indicating that media plays an important role in the purchase behaviour.

56% people change to other channels when advertisements are shown in between their favorite program. The Chi square test when applied to this question shows that there is no effect of age on the preference of consumers when the advertisements are shown in between their favorite programs.

36% of the respondents feel that the media although occasionally, but is playing
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an important role of a mediator for the purchase of a product between the family members.

40% of the respondents prefer to watch advertisements of branded and 34% respondents were preferred to watch advertisements of both branded and unbranded products.

44% of the respondents feel that media, some times, helps them in giving suggestions to their friends and relatives for purchasing a product. The Chi square test when applied to this question shows that there is no effect of age on a person in giving away his/her opinion to their friends in purchase of a product.

46% of the respondents agree that media affects their familys purchase decision for a product.

58% of the respondents agree that audiovisual media is the fastest source of information provider about a product.

52% of the respondents agree that media helps them to remain in touch with the latest trends prevailing in the market.

42% of the respondents prefer watching advertisements in the evening. The Chi
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square test when applied to this question shows that there is no effect of age on the preference of watching an advertisement at any period of the day.

44% of the respondents agree that the duration of an advertisement on a media does play an important role in the purchase behaviour of a product by a customer.

39% of the respondents feel that, sometimes, the media does occasionally encourage people to buy the foreign products as compared to the Indian products.

38% of the respondents believe that media is one of the factor responsible for the rise in prices of the products, which ultimately affects the purchase behaviour.

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Recommendations: There may be an alternative of creating a Common-man appeal for products like detergents and celebrities may have to be used carefully weighing a number of factors. Surfs Lalitaji typifying a middle class housewife may have been more effective than a glamorous celebrity for a product like detergent which is for the mass market. A common-man appeal brings in spontaneous identification with the commercial. The consumer feels a person like him or her is benefit the and hence identify with the brand. Ariel used this appeal with its candid camera technique. (a consumer in a super market rejecting a free packet of another detergent in preference to Ariel). When a new concept product is introduced like an electric shaver, new to the Indian context, selling the product benefits is more important and hence the media route if attempted has to be implemented on a low-key in a manner which would highlight the benefits of the product.

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Name: _________________ Sex:- __________________

Age:- _________________________ Occupation: ___________________

QUESTIONNAIRE

01. Which media do you prefer most? a) Print media b) Audio visual media c) Any other

02. Do you think that advertisement which are shown through media convey the correct message? a) Yes b) No c) Sometimes d) Can't say

03. Do you prefer buying things, which are advertised through mass media? a) Never b) Rarely c) Sometimes d) Frequently

04. What do you prefer when the advertisement are shown in between your favorite programme? a) Keep watching b) Change to another channel c) Stop watching TV

05. When you want to buy a product and you watch the advertisement of the same product in the media. What is your immediate reaction? a) Immediately buying c) Dropping the idea b) Think of buying d) Do nothing

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06. Does the media play the role of a mediator in purchase of a product between you and your family? a) Yes b) No c) Sometimes d) Can't say

07. Advertisements of what kind of products you prefer watching or hearing through media for purchasing? a) Branded b) Unbranded c) Both d) Don't know

08. Does the media help you in giving away your opinion to your friends or relatives for purchasing products? a) Yes b) No c) Sometimes d) Can't say

09. Except for you is the media affecting your other family members in purchase decision of a product? a) Yes b) No c) Sometimes

10. In your opinion are the print and audio-visual media the only fastest source of information provider about a product? a) Yes b) No c) Can't say

11. If no then what are the other sources of information?

_________________________________________________________

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12. Do the advertisements help you keeping in touch with the latest trend prevailing in the market? a) Yes b) No c) Sometimes d) Can't say

013. During which period of the day you prefer watching advertisement?

a) Morning

b) Afternoon

c) Evening

d) Late night

014. Do you like watching advertisements promoting Indian products and then buying them? a) Yes b) No c) Sometimes d) Don't know

015. With the help of media do the foreign products you entice you to purchase them more as compared to Indian products? a) Yes b) No c) Sometimes d) Can't say

016. Is the duration of an advertisement a factor important for you to purchase that product or not? a) Yes b) No c) Sometimes d) Can't say

017. In your opinion is the media only a source of revenue earner for a corporate organization rather than a source of correct information provider about a product for a consumer?
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a) Yes

b) No

c) Can't say

018. Is the media to be blamed for rise in price of products by regularly promoting them and is that affecting your purchasing behavior?

a) Yes

b) No

c) Can't say d) Sometimes

019. Purchasing a product after looking it in the media. Is that helping you in defining your personality? a) Yes b) No c) Can't say

020. Is the presence of a popular celebrity in an advertisement important for your purchase decision? a) Yes b) No c) Sometimes d) Can't say

021. What kind of advertisements you like watching? a) Humorous b) Descriptive c) Emotional d) Patriotic

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BIBLIOGRAPHY

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BIBLIOGRAPHY
BOOKS Kotler P., (2001). Marketing Management, Millennium Edition, Prentice Hall of India, New Delhi. Advertising and Sales Promotion Strategy by Gerard J. Thellis. Advertising Excellence by Bovee, Thill Dovel and wood. Brand Management by YLR Moorthi. Building Brand Directly by Stewant Pearson. Building Strong Brands by David A. Aaker. Consumer Behavior by Robert East. Consumer Behaviour, 6th Edition, by Hawkins, Best ad Coney. Managing Brand Equity by David a Aaker. Marketing Management, 2nd Edition by V.S.Ramaswami and S. Nama Kumari. Marketing management by S.A. Sherlekar. Marketing Suggests by Dr. S. Ramesh Kumar. Strategic Marketing, July August 2005. Whats in a Brand by John Philip Jones. MAGAZINES A&M India Today ONLINE SOURCES www.google.com www.indiainfoline.com www.hll.com www.unilever.com www.altavista.com

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