A Study On Media As A Source of Influence On Consumer Decision Process in Bilaspur

A study On
MEDIA AS A SOURCE OF INFLUENCE ON CONSUMER DECISION PROCESS IN Bilaspur (C.G.)
M.PHIL DISSERTATION SUBMITTED TO
Dr. C.V. Raman University, Kota, Bilaspur (C.G.)

PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE AWARD OF THE DEGREE OF
Master of Philosophy (M.Phil) In Management

Session 2011-2012
Guided By,
Co-Guide
Submitted By,
Dr. D.P.Dewangan
Asst. Professor
Prof.(Dr.) Prabhakar Pandey

H.O.D. (Dept. Of Commerce)
Rahul Sharma
M.Phil (Management)
Govt. Girls P/G College Bilaspur (C.G)
Dr. C. V. Raman University Bilaspur (C.G)
Dr. C. V. Raman University Bilaspur (C.G)
DECLARATION
I Mr. RAHUL SHARMA a regular student in M.Phil, subject Management declare that the submitted dissertation on A study on Media As A source Of influence On Consumer Decision Process In Bilaspur (C.G)has been prepared by me under the guidance of the supervisor.
Place : Bilaspur (C.G.) Date: ____________
Submitted by Mr. Rahul Sharma
GUIDE CERTIFICATE This is to certify that Mr. Rahul Sharma is a regular student in M.Phil subject Management of Dr. C.V. Raman University, has completed this dissertation entitled A study on Media As A source Of influence On Consumer Decision Process In Bilaspur (C.G) under my supervision in this session 2011-2012 .
Mr. Vivek Bajpai

H.O.D. Dept. Of Commerce & Management Dr. C.V. Raman University Bilaspur (C.G)
Dr. D.P. Dewangan

Asst. Professor Govt. Girls P/G College Bilaspur (C.G)
CO-GUIDE CERTIFICATE This is to certify that Mr. Rahul Sharma is a regular student in M.Phil subject Management of Dr. C.V. Raman University, has completed this dissertation entitled A study on Media As A source Of influence On Consumer Decision Process In Bilaspur (C.G) under my supervision in this session 2011-2012 .
Mr. Vivek Bajpai

H.O.D. Dept. Of Commerce & Management Dr. C.V. Raman University Bilaspur(C.G)
Prof.(Dr.) Prabhakar Pandey

H.O.D. Dept. Of Commerce Dr. C.V. Raman University Bilaspur(C.G)
FORWARDING LETTER
This is to certify that Mr. Rahul Sharma S/o, Shri. K. N. Sharma Roll No._______________, Enrolment No._______________, Session 2011-2012 Topic A study on Media As A source Of influence On Consumer
Decision Process In Bilaspur (C.G) under the guidance of (guide name)

Dr.D.P.Dewangan is a regular student of Master of Philosophy in (subject name) Management.
This dissertation is forwarded to Controller of Examination for evaluation.
Thanking you, Jai Shankar Yadav Co-ordinator Master of Philosphy Dr. C.V. Raman University Kargi Road, Kota, Bilaspur (C.G.)
ACKNOWLEDGEMENT
My sincere thanks to Dr.A.S. Zadgaokar, Vice Chancellor of Dr. C.V. Raman University, Kargi Road, Kota, Bilaspur (C.G.) for his blessings and inspiration. I am also obliged to the Registrar of University, Shri Shailesh Pandeyji. I take opportunity to express my sincere gratitude and deep sense of indebtedness towards my respected guide, Dr.D.P.Dewangan, and Co-Guide, Prof.(Dr.)Prabhakar Pandeyji commerce Department, Dr. C. V. Raman University, Bilaspur (C.G.) who has always inspired me and extended his full co-operation in every stage in my thesis. This valuable guidance and scientific suggestions enabled me to complete this assignment successfully. I would like no express thanks to Mr. Jai Shankar Yadav, Co-ordinator, M.Phil. , Dr. C.V. Raman University, Kargi Road, Kota, Bilaspur (C.G.) who during the development of this dissertation help us for any type of clarification. I am also thankful towards Mr. Vivek Bajpai, H.O.D., Department Of Commerce & Management, for his support provided by him throughout the project carried under my dissertation. Finally, the blessings of my parents for their endless motivation, the cooperations and passion made me to stand to present this work. Mr. Rahul Sharma
TABLE OF CONTENTS
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S.NO 1.0
PARTICULARS INTRODUCTION 1.1. CONSUMER BEHAVIOUR 1.2. MEDIA 1.2.1. HISTORY OF MARKETING CHANNELS RESEARCH METHODOLOGY 2.1. PROBLEM STATEMENT 2.2. RATIONALE OF THE STUDY 2.3. OBJECTIVE STATEMENTS 2.4. SAMPLING TECHNIQUES 2.4.1. SAMPLE UNIT 2.4.2. SAMPLE SIZE 2.4.3. SAMPLING PLAN 2.4.4. SAMPLING TOOL 2.4.5. SAMPLING METHOD 2.5. SOURCES OF DATA 2.5.1. PRIMARY DATA 2.5.2. SECONDARY DATA 2.6. HYPOTHESIS 2.6.1. HYPOTHESIS 1 2.6.2. HYPOTHESIS 2 2.7. LIMITATIONS OF STUDY REVIEW OF LITRATURE 3.1 CONSUMER BEHAVIOUR 3.1.1. CONSUMER PURCHASE DECISION PROCESS 3.1.2. PSYCHOLOGICAL INFLUENCE ON CONSUMER BEHAVIOUR 3.1.3. SOCIOCULTURAL INFLUENCE ON CONSUMER BEHAVIOUR 3.2. MEDIA 3.2.1. PRINT MEDIA 3.2.2. ELECTRONIC MEDIA 3.2.3. OTHER MEDIA DATA ANALYSIS & INTERPRETATION 4.1. RESPONDENT PROFILE 4.2. ANALYSIS OF QUESTIONNAIRE 4.3. ANALYSIS OF HYPOTHESIS 4.4. CHI SQUARE FINDINGS OF STUDY RECOMMENDATIONS CONCLUSION BIBLIOGRAPHY APPENDIX
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3.0
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5.0 6.0 7.0
LIST OF TABLES & GRAPHS

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TABLE 4.1.1. INDICATING THE AGE PROFILE OF RESPONDENTS
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TABLE 4.1.2. INDICATING THE INCOME PROFILE OF RESPONDENTS TABLE 4.1.3. INDICATING THE OCCUPATION PROFILE OF RESPONDENTS TABLE 4.2.1. INDICATING THE FREQUENCY OF SHOPPING TABLE 4.2.2. INDICATING NUMBER OF RESPONDENTS WHO NOTICE ADS BEFORE PURCHASING TABLE 4.2.3. INDICATING THE DISTRIBUTION OF RESPONDENTS WHO NOTICED ADS IN EACH FORM OF MEDIA. TABLE 4.2.4. INDICATING THE PERCEPTION OF ADS TABLE 4.2.5. INDICATING WHERE RESPONDENTS LOOKS FOR INFORMATION BEFORE PURCHASE TABLE 4.2.6. INDICATING CONSUMERS PERCEPTION ON THE INFLUENCE OF ADS ON BRAND SELECTION TABLE 4.2.7. INDICATING THE FORM OF MEDIA WHICH HELPS CONSUMERS MOIST IN SHOPPING TABLE 4.2.8. INDICATING THE RANKING OF VARIOUS MEDIA IN TERMS OF CREDIBILITY TABLE 4.2.9. INDICATING THE DURATION OF TV VIEWING TABLE 4.2.10. INDICATING THE BEHAVIOUR OF RESPONDENTS DURING THE TIME OF ADS TABLE 4.2.11. INDICATING THE TYPE OF CHANNELS VIEWED MOST OFFEN BY RESPONDENTS TABLE 4.2.12. INDICATING THE TIME OF TV VIEWING AMONG RESPONDENTS TABLE 4.2.13. INDICATING THE PERCEPTION OF RESPONDENTS ON THE MOST FREQUENTLY ADVERTISED PRODUCTS TABLE 4.2.14. INDICATING THE NUMBER OF NEWSPAPERS READ BY RESPONDENTS TABLE 4.2.15. INDICATING THE DISTRIBUTION OF AD RECALL FROM NEWSPAPERS TABLE 4.2.16. INDICATING THE NUMBER OF RESPONDENTS WHO READ CLASSIFIEDS TABLE 4.2.17. INDICATING THE NUMBER OF RESPONDENTS WHO RECEIVE DIRECT MAIL ADS TABLE 4.2.18. INDICATING WHAT RESPONDENTS DO WITH DIRECT MAIL ADS TABLE 4.2.19. INDICATING THE PERCEPTION OF RESPONDENTS ABOUT DIRECT MAIL ADS TABLE 4.2.20. INDICATING WHAT CATCHES THE ATTENTION OF RESPONDENTS IN PRINT MEDIA TABLE 4.2.21. INDICATING WHICH PARTS OF ADS CATCHES THE EYE OF RESPONDENTS THE MOST IN A MAGAZINE TABLE 4.2.22. INDICATING THE PERCEPTION OF RESPONDENTS ABOUT INTERNET ADS TABLE 4.2.23. INDICATING WHETHER RESPONDENTS EVER FELT LIKE BUYING A PRODUCT BASED ON ADVERTISEMENTS TABLE 4.2.24. INDICATING WHICH FORM OF ADS MADE RESPONDENTS FEEL LIKE BUYING A PRODUCT TABLE 4.2.25. INDICATING WHETHER THE RESPONDENTS EVENTUALLY BOUGHT THE PRODUCT
51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75
75 76
TABLE 4.2.26. INDICATING WHICH FORM OF ADS HELPS THE RESPONDENT IN BUYING A HIGH PRICED ITEMS (> 10,000) TABLE 4.2.27. INDICATING WHICH FORM OF ADS HELPS THE RESPONDENT IN BUYING A MEDIUM PRICED ITEMS(1,000 - 10,000) TABLE 4.2.28. INDICATING WHICH FORM OF ADS HELPS THE RESPONDENT IN BUYING A LOW PRICED ITEMS (1,000) TABLE 4.3.1.1 INDICATING THE NUMBER OF RESPONDENTS WHO NOTICE ADVERTISEMENT BEFORE PURCHASING THE PRODUCT AND ALSO THE FORM OF AD MEDIA TABLE 4.3.1.2. INDICATING THE NUMBER OF NEWSPAPERS READ REGULARLY BY THE RESPONDENTS AND THE ABILITY TO RECALL ANY ADVERTISEMENT IN THE PAPER TABLE 4.3.1.3. INDICATING THE IMPACT OF ADVERTISEMENT ON THE RESPONDENTS TABLE 4.3.2.1. INDICATING THE MOST INFLUENTIAL FORM OF MEDIA FOR HELPING RESPONDENTS FOR PURCHASE DECISIONS TABLE 4.3.2.2. INDICATING WHICH FORM OF MEDIA HELPS MOST IN SHOPPING TABLE 4.3.2.3. INDICATING WHICH FORM OF MEDIA IS PREFERRED FOR INFORMATION BEFORE PURCHASE TABLE 4.3.2.4. INDICATING WHICH FORM OF MEDIA COMPELS RESPONDENTS TABLE 4.3.2.5. INDICATING THE FORM OF ADS THAT HELPS RESPONDENTS IN BUYING LOW PRICED ITEMS (<1,000) TABLE 4.3.2.6. INDICATING THE FORM OF ADS THAT HELPS RESPONDENTS IN BUYING MEDIUM PRICES ITEMS (1,000 10,000) TABLE 4.3.2.7. INDICATING THE FORM OF ADS THAT HELPS RESPONDENTS IN BUYING HIGH PRICED ITEMS (>10,000) TABLE 4.4.1. INDICATING THE RELATION BETWEEN INCOME PER MONTH AND FORM OF MEDIA PREFERRED FOR LOW PRICED ITEMS TABLE 4.4.2. INDICATING THE RELATION BETWEEN INCOME PER MONTH AND FORM OF MEDIA PREFERRED FOR MEDIUM PRICED ITEMS TABLE 4.4.3. INDICATING THE RELATION BETWEEN INCOME PER MONTH AND FORM OF MEDIA PREFERRED FOR HIGH PRICED ITEMS TABLE 4.4.4. INDICATING THE RELATION BETWEEN AGE OF RESPONDENTS AND WHAT CATCHES THEIR ATTENTION MOST IN PRINT ADVERTISEMENT TABLE 4.4.5. INDICATING THE RELATIONSHIP BETWEEN AGE OF RESPONDENTS AND WHERE THEY LOOK FOR INFORMATION
77 78 79 80 81 82 83 84 84 85 85 85 86 86 88 88 89 90
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CHAPTER 1
INTRODUCTION
1. INTRODUCTION
India is a big country with 28 states, over one billion people and 120 dialects/languages. From the market perspective, people of India comprise different segments of consumers, based on 11
class, status, and income. India is a lucrative market even though the per capita income in India is low and it remains a huge market, even for costly products. The Indian consumers are noted for the high degree of value orientation. Such orientation to value has labeled Indians as one of the most discerning consumers in the world. Even, luxury brands have to design a unique pricing strategy in order to get a foothold in the Indian market. Indian consumers have a high degree of family orientation. This orientation in fact, extends to the extended family and friends as well. Brands with identities that support family values tend to be popular and accepted easily in the Indian market. Indian consumers are also associated with values of nurturing, care and affection. These values are far more dominant that values of ambition and achievement. Product which communicate feelings and emotions gel with the Indian consumers. Apart from psychology and economics, the role of history and tradition in shaping the Indian consumer behavior is quite unique. Perhaps, only in India, one sees traditional products along side modern products. For example, hair oils and tooth powder existing with shampoos and toothpaste.
1.1.
CONSUMER BEHAVIOUR
Consumer behaviour is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. 12
It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Research has shown that consumer behavior is difficult to predict, even for experts in the field. A greater importance is also placed on consumer retention, customer relationship management, personalization, customization and one-to-one marketing. Social functions can be categorized into social choice and welfare functions.
Black Box Model

ENVIRONMENTAL FACTORS BUYER'S BLACK BOX BUYER'S RESPONSE Decision Process
Marketing Stimuli
Environmental Stimuli
Buyer Characteristics
Product Price Place Promotion
Economic Technological Political Cultural Demographic Natural
Attitudes Motivation Perceptions Personality Lifestyle Knowledge
Problem recognition Information search Alternative evaluation Purchase decision Post-purchase behaviour
Product choice Brand choice Dealer choice Purchase timing Purchase amount
The black box model shows the interaction of stimuli, consumer characteristics, decision process and consumer responses. It can be distinguished between interpersonal stimuli (between people) or intrapersonal stimuli (within people). The black box model is related to the black box theory of behaviourism, where the focus is not set on the processes inside a consumer, but the relation between the stimuli and the response of the consumer. The marketing stimuli are planned and processed by the companies, whereas the environmental stimuli are given by social factors, based on the economical, political and cultural circumstances of a society. The buyers black box contains the buyer characteristics and the decision process, which determines the buyers response.
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The black box model considers the buyers response as a result of a conscious, rational decision process, in which it is assumed that the buyer has recognized the problem. However, in reality many decisions are not made in awareness of a determined problem by the consumer.
1.2.
MEDIA
In communications, 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. Media influence or media effects are used media studies, psychology, communication theory and sociology to refer to the theories about the ways in which mass media affect how their audiences think and behave. Connecting the world to individuals and reproducing the self-image of society, critiques in the early-to-mid 20th century suggested that media would destroy the individual's capacity to act autonomously sometimes being ascribed an influence reminiscent of the telescreens of the dystopian novel 1984. "Mid 20th-century empirical studies, however, Current theories, Cultural and personal beliefs, as per the propaganda model. Mass media content created for newsworthy events and those stories that are not told all have Television broadcasting has a large amount of control over the content society watches and the times in which it is viewed. This is a distinguishing feature of traditional media which New media have challenged by altering the participation habits of the public. The internet creates a space for more diverse political opinions, social and cultural viewpoints and a heightened level of consumer participation. There have been suggestions that allowing consumers to produce information through the internet will lead to an overload of information.
1.2.1. History of Marketing Channels In ancient times, there were three types of market places were found. The first one were the shops were peoples tends to purchase the products of their day to day use like cereals or food items, vegetables and other household items. Second one are the Haats, which were the weekly market were peoples of other villages would also comes for purchasing. Items like clothes, shoes, food items, vegetables and meat were sold at such places. The third type of market are the Melas, which is a big event and people from far places would also come to 14
visit melas. These are the places for purchasing as well as for entertainment. Games, rides, dramas were shown to entertain people. People also enjoy certain fast foods like Chaat, Pakode, Lassi, Sharbat, etc. The marketing of such markets were very simple. Publicity was the major tool which should be done in each village by sending peoples for announcements about the events. Later on with the emergence of various marketing channels marketing of products & services also changes with the development of markets. The Marketing Saga of Such Markets: There is a finite time period which is available for sales; and hence marketing is vital to attract the customer. There is so much variety, diversity and competition; and hence marketing is the key to make a sale. Every customer is valuable Because he / she have the potential to directly contribute to the top line. And once a customer is lost, he / she will never really come back. Simply because from the customer point of view, its really easy to find something else of personal choice, an alternate venue and avenue to lighten the purse string. There are limited resources for marketing Essentially Budgets, Real estate space and Human resources. So one needs to be creative to adopt the right marketing strategy with these frugal resources The skills exhibited by most of these individuals responsible for their business were impressive And these are neither trained nor professional marketing nor sales individuals, but normal individuals who acquired these skills by necessity and by experience. And what did they do? Effective utilization of real estate space to showcase their best products to catch the customers attention usually at the entry Customer Segmentation A quick look at the customer and the key information is processed Essentially how much can he / she potentially spend?. And how they were right in their assessment almost all the time is really impressive. Guess there is something about experience in understanding human nature and behaviors which is so important and exclusive to the marketing and sales functions!!! Differential Marketing Strategies based on the Customer Segmentation And the range of creativity that was at display was awesome. These differences were visible in 15
The tone The pitch The style The words The language The assurances The features highlighted The time and efforts invested The additional products that followed And then of course, the price quoted. During a marketing pitch, the following stood out Greetings Polite Conversations (Always) Clear Objective on what needs to be achieved Well thought out dialogue Rehearsed communications Precise articulation (And in very few instances, random twaddle) - Both obviously aligned to cater to the customer sensibilities A sense of importance to the customer Almost as if to convey You are important to us. We value your time. But we value your money even more
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1.2.1.1.
Posters
A poster is any piece of printed paper designed to be attached to a wall or vertical surface. Typically posters include both textual and graphic elements, although a poster may be either wholly graphical or wholly text. Posters are designed to be both eye-catching and informative. Posters may be used for many purposes. They are a frequent tool of advertisers (particularly of events, musicians and films), propagandists, protestors and other groups trying to communicate a message. Posters are also used for reproductions of artwork, particularly famous works, and are generally low-cost compared to original artwork. According to French historian Max Gallo, "for over two hundred years, posters have been displayed in public places all over the world. Visually striking, they have been designed to attract the attention of passers-by, making us aware of a political viewpoint, enticing us to attend specific events, or encouraging us to purchase a particular product or service." The 17
modern poster, as we know it, however, dates back to 1870 when the printing industry perfected colour lithography and made mass Production possible. Different types of posters used today are Propaganda and political posters, Movie posters, Travel posters, Railway posters, Event posters, Boxing posters, Concert posters, Band/music posters, Black light poster, Pin-up posters, Affirmation posters, Fan poster, Book posters, Educational posters etc. 1.2.1.2. Telegraph
Telegraphy (from Greek: tele "far", and graphein "writing") is the long-distance transmission of messages without the physical exchange of an object bearing the message. Thus semaphore is a method of telegraphy whereas pigeon post is not. Telegraphy requires that the method used for encoding the message be known to both sender and receiver. Such methods are designed according to the limits of a signalling medium used. The use of smoke signals, beacons, reflected light signals, and flag semaphore signals are early examples. In the 1800s, the harnessing of electricity brought about the means to transmit signals via electrical telegraph. The advent of radio in the early 1900s brought about radiotelegraphy and other forms of wireless telegraphy. In the Internet age, telegraphic means developed greatly in sophistication and ease of use, with natural language interfaces that hide the underlying code, allowing such technologies as electronic mail and instant messaging. 1.2.1.3. Billboard
Billboard is an international newsweekly magazine devoted to the music industry, and is one of the oldest trade magazines in the world. It maintains several internationally recognized music charts that track the most popular songs and albums in various categories on a weekly basis. The two most notable charts are the Billboard Hot 100, which ranks the top 100 songs regardless of genre and is based on physical sales, digital sales and radio airplay; and the Billboard 200, the corresponding chart for album sales. Billboard was founded in Cincinnati on November 1, 1894, by William h. Donaldson and James Hennegan. Originally titled Billboard Advertising it was a trade papers for the bill posting industry, hence the magazine's name. Within a few years of its founding, it began to carry news of outdoor amusements, a major consumer of billboard space. Eventually Billboard became the paper of record for circuses, carnivals, amusement parks, fairs,
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vaudeville, minstrels, whale shows and other live entertainment. The magazine began coverage of motion pictures in 1909 and of radio in the 1920s. 1.2.1.4. Trademarks
A trademark, trade mark, or trade-mark is a distinctive sign or indicator, used by an individual, business organization, or other legal entity, to identify that the products or services with which the trademark appears originate from a unique source, and to distinguish its products or services from those of other entities. A trademark may be designated by the following symbols: (for an unregistered trade mark, that is, a mark used to promote or brand goods) (for an unregistered service mark, that is, a mark used to promote or brand services) (for a registered trademark or service mark) 1.2.1.5. Radio
Radio is the transmission of signals through free space by electromagnetic waves with frequencies significantly below visible light, in the radio frequency range, from about 3 kHz to 300 GHz. These waves are called radio waves. Electromagnetic radiation travels by means of oscillating electromagnetic fields that pass through the air and the vacuum of space. Information, such as sound, is carried by systematically changing (modulating) some property of the radiated waves, such as their amplitude, frequency, phase, or pulse width. When radio waves strike an electrical conductor, the oscillating fields induce an alternating current in the conductor. The information in the waves can be extracted and transformed back into its original form. 1.2.1.6. Electronic Computers
A computer is a programmable machine designed to automatically carry out a sequence of arithmetic or logical operations. The particular sequence of operations can be changed readily, allowing the computer to solve more than one kind of problem. An important class of computer operations on some computing platforms is the accepting of input from human operators and the output of results formatted for human consumption. The interface between the computer and the human operator is known as the user interface. 19
The first electronic digital computers were developed in the mid-20th century (19401945). Originally, they were the size of a large room, consuming as much power as several hundred modern personal computers (PCs). In this era mechanical analog computers were used for military applications. Modern computers based on integrated circuits are millions to billions of times more capable than the early machines, and occupy a fraction of the space. Simple computers are small enough to fit into mobile devices, and mobile computers can be powered by small batteries. Personal computers in their various forms are icons of the Information Age and are what most people think of as "computers". However, the embedded computers found in many devices from mp3 players to fighter aircraft and from toys to industrial robots are the most numerous. 1.2.1.7. Television
Television (TV) is a telecommunication medium for transmitting and receiving moving images that can be monochrome (black-and-white) or colored, with or without accompanying sound. "Television" may also refer specifically to a television set, television programming, or television transmission. Television came to India by accident in 1959 when the multinational Phillips gifted some television equipment to India. But there was no place for this medium in the Nehruvian State that emphasized on running the commanding heights of economy wherein it was considered irrelevant to the governments development agenda. Thus attempts to develop it as mass medium remained absent till Indira Gandhi came to power. This is when television was transformed into not only a, what Mehta calls, Trojan horse into the citizens living rooms but also a gigantic propaganda tool for the ruling party, a vast patronage network with little space for creativity and initiative. Later on Rajiv Gandhi did attempt to bring about glasnost but failed. However, the idea became a reality years later with the arrival of satellite television. 1.2.1.8. Telemarketing
Telemarketing (sometimes known as inside sales, or telesales in the UK and Ireland) is a method of direct marketing in which a salesperson solicits prospective customers to buy products or services, either over the phone or through a subsequent face to face or Web conferencing appointment scheduled during the call. Telemarketing can also include recorded sales pitches programmed to be played over the phone via automatic dialing. 20
Telemarketing has come under fire in recent years, being viewed as an annoyance by many. Many believe that in the 1950s, DialAmerica Marketing, Inc became the first company completely dedicated to inbound and outbound telephone sales and services. The company, spun off and sold by Time, Inc. magazine in 1976, became the largest provider of telephone sales and services to magazine publishing companies. The term telemarketing was first used extensively in the late 1970s to describe Bell System communications which related to new uses for the outbound WATS and inbound Toll-free services. 1.2.1.9. E-Commerce
Electronic commerce, commonly known as e-commerce, refers to the buying and selling of products or services over electronic systems such as the Internet and other computer networks. Electronic commerce draws on such technologies as electronic funds transfer, supply chain management, Internet marketing, online transaction processing, electronic data interchange (EDI), inventory management systems, and automated data collection systems. Modern electronic commerce typically uses the World Wide Web at least at one point in the transaction's life-cycle, although it may encompass a wider range of technologies such as email, mobile devices and telephones as well. Electronic commerce is generally considered to be the sales aspect of e-business. It also consists of the exchange of data to facilitate the financing and payment aspects of business transactions. 1.2.1.10. Database Marketing
Database marketing is a form of direct marketing using databases of customers or potential customers to generate personalized communications in order to promote a product or service for marketing purposes. The method of communication can be any addressable medium, as in direct marketing. The distinction between direct and database marketing stems primarily from the attention paid to the analysis of data. Database marketing emphasizes the use of statistical techniques to develop models of customer behavior, which are then used to select customers for communications. As a consequence, database marketers also tend to be heavy users of data warehouses, because having a greater amount of data about customers increases the likelihood that a more accurate model can be built. There are two main types of marketing databases, 1) Consumer databases, and 2) business databases. 1.2.1.11. Relationship Marketing 21
Relationship marketing was first defined as a form of marketing developed from direct response marketing campaigns which emphasizes customer retention and satisfaction, rather than a dominant focus on sales transactions. As a practice, relationship marketing differs from other forms of marketing in that it recognizes the long term value of customer relationships and extends communication beyond intrusive advertising and sales promotional messages. 1.2.1.12. Guerrilla Marketing
Guerrilla marketing is an advertising strategy, in which low-cost unconventional means (graffiti, sticker bombing, flash mobs) are utilized, often in a localized fashion or large network of individual cells, to convey or promote a product or an idea. The term guerrilla marketing is easily traced to guerrilla warfare which utilizes atypical tactics to achieve a goal in a competitive and unforgiving environment. The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing campaigns are unexpected and unconventional, potentially interactive, and consumers are targeted in unexpected places. The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral. The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing. The term has since entered the popular vocabulary and marketing textbooks. 1.2.1.13. Desktop Publishing
Desktop publishing (abbreviated DTP) is the creation of printed materials using page layout software on a personal computer. When used skillfully, desktop publishing can produce printed literature with attractive layouts and typographic quality comparable to traditional typography and printing. This technology allows individuals, businesses, and other organizations to self-publish a wide range of printed matterfrom menus and local newsletters to books, magazines, and newspaperswithout the sometimes prohibitive expense of commercial printing. Desktop publishing methods provide more control over design, layout, and typography than word processing does. However, word processing software has evolved to include some, though by no means all, capabilities previously available only with professional printing or desktop publishing. 22
1.2.1.14.
Integrated Marketing Communications
Integrated marketing communications (IMC) is a process for managing customer relationships that drive brand value primarily through communication efforts. Such efforts often include cross-functional processes that create and nourish profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialog with them. IMC includes the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program in order to maximize the impact on end users at a minimal cost. This integration affects all firms business-to-business, marketing channel, customer-focused, and internally directed communications. Integrated Marketing Communications is a simple concept. It ensures that all forms of communications and messages are carefully linked together. 1.2.1.15. Customer Relationship Management
Customer relationship management (CRM) is a widely implemented strategy for managing a companys interactions with customers, clients and sales prospects. It involves using technology to organize, automate, and synchronize business processesprincipally sales activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service. Customer relationship management describes a company-wide business strategy including customer-interface departments as well as other departments. Measuring and valuing customer relationships is critical to implementing this strategy. 1.2.1.16. Web Search Engines
A web search engine is designed to search for information on the World Wide Web and FTP servers. The search results are generally presented in a list of results often referred to as search engine results pages (SERPs). The information may consist of web pages, images, information and other types of files. Some search engines also mine data available in databases or open directories. Unlike web directories, which are maintained only by human editors, search engines also maintain real-time information by running an algorithm on a web crawler. 1.2.1.17. Photo Bucket 23
Photo bucket is an image hosting, video hosting, slideshow creation and photo sharing website. It was founded in 2003 by Alex Welch and Darren Crystal and received funding from Trinity Ventures. Photo bucket is usually used for personal photographic albums, remote storage of avatars displayed on internet forums, and storage of videos. Photo bucket's image hosting is often used for eBay, MySpace (from 20072009, a corporate cousin), Bebo, Neopets, and Facebook accounts, Live Journals, Open Diaries, or other blogs, and message boards. Users may keep their albums private, allow password-protected guest access, or open them to the public. Photo bucket advertises 99.9% uptime. It offers free users unlimited total photo storage for non-commercial use, with a limit of 1MB per photo. However, the unlimited offer does not apply if Photo bucket considers the use "excessive". 1.2.1.18. Social Networking Services
A social networking service is an online service, platform, or site that focuses on building and reflecting of social networks or social relations among people, who, for example, share interests and/or activities and people with similar or somewhat similar interests, backgrounds and/or activities make their own communities. A social network service consists of a representation of each user (often a profile), his/her social links, and a variety of additional services. Most social network services are web-based and provide means for users to interact over the Internet, such as e-mail and instant messaging. Online community services are sometimes considered as a social network service, though in a broader sense, social network service usually means an individual-centered service whereas online community services are group-centered. Social networking sites allow users to share ideas, activities, events, and interests within their individual networks. The main types of social networking services are those that contain category places (such as former school year or classmates), means to connect with friends (usually with self-description pages), and a recommendation system linked to trust. Popular methods now combine many of these, with Facebook, Google+ and Twitter widely used worldwide. Another form of Social Network has been introduced by airlines that allow passengers to meet others who share their interests before their flight so that seating may be pre-arranged. There have been attempts to standardize these services to avoid the need to duplicate entries of friends and interests (see the FOAF standard and the Open Source Initiative). 24
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CHAPTER 2
RESEARCH METHODOLOGY
2. RESEARCH METHODOLOGY 2.1. Problem Statement A study on media as a source of influence on consumer decision process in Bilaspur.
2.2. Rationale of the Study Bilaspur is a growing cosmopolitan city. As the awareness about the varieties of products is 26
growing through the different forms of media I found the necessity to study media as a source of influence on consumer buying decision process. With the help of this study it cut be known how consumers decision of purchasing a particular product or service alters when it came in contact of messages given by other companies through various communication channels. This study would also help companies to formulate their advertising strategies for their product so that once a consumer get convinces about the product, its decision of purchase cannot be altered by other products advertisement.
2.3. Objective Statements
i.
To study the impact of different advertisement media on consumer buying decision.
ii.
To study the relationship between recall of advertisements and buying behaviour.
iii.
To study which source of media the consumers find most credible.
2.4.
Sampling Techniques The sample universe or population for our study is the general public/customers in Bilaspur city.
2.4.1. Sample Unit
2.4.2. Sample Size The sample of 100 respondents was chosen from different area of the city specially who are found outside the stores or shops and have purchased something. 2.4.3. Sampling Plan For collection of samples from different areas of the city, convenient sampling plan was used to choose respondents. 2.4.4. Sampling Tool
27
A structured questionnaire was prepared for collection of data from the chosen respondents. This questionnaire contains both closed and open ended questions providing a degree of flexibility for respondents to answer and it covers all the objectives of the study. 2.4.5. Sampling Method
Survey method was used with the help of structured questionnaire to collect the data from respondents from different areas of the city covering almost all the potential area of the city. 2.5. Sources of Data Primary data was collected by general public from different areas of the city through structured questionnaire by conducting a survey.
2.5.1. Primary Data
2.5.2. Secondary Data Secondary data was collected from internet, By taking reference and data of past research already done in the same field, various research paper published in journals & magazines etc.
2.6.Hypothesis 2.6.1. Hypothesis 1 H0: Consumers notice advertisements before purchasing the product and also the form of advertisement media H1: Consumers did not notice advertisements before purchasing the product and also the form of advertisement media 2.6.2. Hypothesis 2
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H0: Recall of advertisements has a positive relationship with consumer buying behaviour. H1: Recall of advertisements has no positive relationship with consumer buying behavior.
2.7. Limitations of Study
i. ii. iii. iv.
The sample size was limited to 100 respondents. The study was limited to the city of Bilaspur. As convenient sampling was used the results drawn after analysis of data could be biased. Some of the respondents did not admit that their buying decision was influenced by advertisements.
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CHAPTER 3
REVIEW OF LITERATURE
3. REVIEW OF LITERATURE
30
In our information-saturated society, information have the greatest influence on consumer decision making. The most important thing for communicators to remember is that no single medium can reach all potential customers. A recent survey by Wirthlin Worldwide shows that there is no substitute for a thorough knowledge of your target audience and an understanding of their media habits as they relate to your specific product or service category, so you can provide persuasive information through those sources where they are most likely to be looking for it.
For a long time, one of the Holy Grails of marketing communications has been the search for a formula by which the persuasive value of earned media can be directly compared with that of paid media: Which is more effective, a front page article in the Economic Times or a full page ad in Business World? What is the value of being mentioned on KBC versus a paid endorsement by Sachin Tendulkar? Does a positive mention on 20/20 have more influence than a 60 second commercial on the same broadcast? These kinds of questions are difficult to answer. Research can provide good measures of the impact of communications efforts. A number of approaches have been identified to find out what it is that drives people in attitudes and preferences. But it is not a simple procedure, and the findings are relevant only for a specific product category among a specific audience. When talking about sources of influence, credibility is always one of the central issues. People are more strongly influenced by sources they consider to be credible, so believability is an important indicator of communications effectiveness. 3.1. Consumer behavior The actions a person takes in purchasing and using products and services, including the mental and social processes that precede and follow some course of actions. In other words Buying Behavior is the decision processes and acts of people involved in buying and using products.
The behavioral sciences help answer questions such as : Why people choose one product or brand over another, How they make these choices, and 31
How companies use this knowledge to provide value to consumers. Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A firm needs to analyze buying behavior for: Buyers reactions to a firms marketing strategy has a great impact on the firms success. The marketing concept stresses that a firm should create a Marketing Mix (MM) that satisfies (gives utility to) customers, therefore need to analyze the what, where, when and how consumers buy. Marketers can better predict how consumers will respond to marketing strategies.
3.1.1. CONSUMER PURCHASE DECISION PROCESS There are Five Stages to the Consumer Buying Decision Process (For complex decisions). Actual purchasing is only one stage of the process. Not all decision processes lead to a purchase. All consumer decisions do not always include all 6 stages, determined by the degree of complexity...discussed next.
32
The 5 stages are: Problem Recognition (awareness of need)- difference between the desired state and the actual condition. Deficit in assortment of products. Hunger--Food. Hunger stimulates your need to eat. Can be stimulated by the marketer through product information--did not know you were deficient? I.E., see a commercial for a new pair of shoes, stimulates your recognition that you need a new pair of shoes. 3.1.1.1.Information search Internal search, Memory. External search if you need more information. Friends and relatives (word of mouth). Marketer dominated sources; comparison shopping; public sources etc. 3.1.1.1.1. Internal search Experiences with products or brands. 33
Often sufficient for frequently purchased products. 3.1.1.1.2. External search When past experience or knowledge is insufficient The risk of making a wrong purchase decision is high The cost of gathering information is low. The primary sources of external information are: o 1. Personal sources, such as friends and family. o 2. Public sources, including various product-rating organizations such as Consumer Reports. o 3. Marketer-dominated sources, such as advertising, company websites, and salespeople.
3.1.1.2.Evaluation of Alternatives- need to establish criteria for evaluation, features the buyer wants or does not want. Rank/weight alternatives or resume search. May decide that you want to eat something spicy, Indian gets highest rank etc. 34
If not satisfied with your choice then returns to the search phase. Can you think of another restaurant? Look in the yellow pages etc. Information from different sources may be treated differently. Marketers try to influence by "framing" alternatives. 3.1.1.3.Purchase decision- Choose buying alternative, includes product, package, store, method of purchase etc. Actual purchase of product or services happens at this stage, time lapse between 4 & 5, product availability. 3.1.1.3.1. Purchase decisions depend on such considerations: Terms of sale Past experience buying from the seller Return policy. 3.1.1.3.2. Decision of when to buy can be influenced by: Store atmosphere Time pressure A sale Pleasantness of the shopping experience. 3.1.1.3.3. Do not buy 3.1.1.4.Post-Purchase Evaluation After buying a product, the consumer compares it with expectations Satisfaction or dissatisfaction affects Consumer value perceptions Consumer communications and is either satisfied or dissatisfied.
Repeat-purchase behavior. Many firms work to produce positive post purchase communications among consumers and contribute to relationship building between sellers and buyers. Cognitive Dissonance. The feelings of post purchase psychological tension or anxiety a consumer often experiences. 35
Firms often use ads or follow-up calls from salespeople in this post purchase stage to try to convince buyers that they made the right decision.
3.1.1.5.
Involvement & Problem Solving Behaviour
Consumers may skip or minimize one or more steps in the purchase decision process depending on the level of involvement the personal, social, and economic significance of the purchase Three characteristics of high-involvement purchase 1. is expensive, 2. Can have serious personal consequences, or 3. Could reflect on ones social image. Three general problem-solving variations exist in the consumer purchase decision process: Routine Problem Solving Virtually a habit Involves little effort seeking external information and evaluating alternatives. Typically used for low-priced, frequently purchased products. Limited Problem Solving Involves the use of moderate information-seeking efforts. 36
Often used when the buyer has little time or effort to spend. Extended Problem Solving Each stage of the consumer purchase decision process is used Considerable time and effort on External information search and in identifying Evaluating alternatives.
Used in high-involvement purchase situations. Involvement and Marketing Strategy Low and high consumer involvement has important implications for marketing strategy, which differs for products that are market leaders from their challengers. 3.1.1.6. Situational Influences There are five situations which influences consumers decisions: The purchase task- The reason for engaging in the decision. Social surroundings- Including others present when a purchase decision is made. Physical surroundings- Such as decor, music, and crowding in retail stores. Temporal effects- Such as time of day or the amount of time available. Antecedent states- Which include the consumers mood or amount of cash on hand.
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3.1.2. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR Concepts such as motivation and personality; perception; learning; values, beliefs and attitudes; and lifestyle are useful for interpreting buying processes and directing marketing efforts. 3.1.2.1. Motivation and Personality 3.1.2.1.1. Motivation Is the energizing force that causes behavior that satisfies a need. Needs are hierarchical Once basic physiological needs are met, people seek to satisfy learned needs.
Putting all in the form of hierarchy from lowest to highest: Physiological needs- Basic to survival. Safety needs- Self-preservation physical wellbeing. Social needs- Love, friendship, achievement, status, prestige, self-respect. Self-actualization needs- Personal fulfillment. 3.1.2.1.2. Personality A person's consistent behavior or responses to recurring situations. Research suggests that key traits affect brand and product-type preferences. Cross-cultural analysis also suggests that residents of different countries have a national character, or a distinct set of personality characteristics common among people of a country or society. Personality characteristics are often revealed in a persons self-concept, which is the way people see themselves and the way they believe others see them. 3.1.2.2. Perception
38
The process by which an individual uses information to create a meaningful picture of the world by: Selecting, Organizing Interpreting Perception is important because people selectively perceive what they want and it affects how people see risks in a purchase. 3.1.2.2.1. Selective Perception 3.1.2.2.1.1.Selective perceptionFiltering Exposure, Comprehension, and Retention
In the human brains attempt to organize and interpret information. 3.1.2.2.1.2.Selective exposure Consumers can pay attention to messages that are consistent with their own attitudes and beliefs Consumers can ignore messages that are inconsistent. 3.1.2.2.1.3.Selective comprehension Involves interpreting (distorting?) information so that it is consistent with a person's attitudes and beliefs. 3.1.2.2.1.4.Selective retention Consumers do not remember all the information they see, read, or hear. 3.1.2.2.1.5.Subliminal perception Consumers see or hear messages without being aware of them.
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This is a hotly debated issue with more popular appeal than scientific support. Research suggests that such messages have limited effects on behavior 3.1.2.2.2. Perceived Risk Anxieties felt Consumes cannot anticipate the outcomes of a purchase Believe that there may be negative consequences. Marketers try to reduce a consumer's perceived risk and encourage purchases by strategies such as providing Free trial of a product Securing endorsements from influential people Providing warranties and guarantees. 3.1.2.3. Learning Those behaviors that result from Repeated experience Thinking. 3.1.2.3.1. Behavioral Learning The process of developing automatic responses to a situation built up through repeated exposure to it. There are four variables central to how consumers learn from repeated experience are: Drive: A need that moves an individual to action. Cue: A stimulus or symbol perceived by consumers. Response: The action taken by a consumer to satisfy the drive. Reinforcement: The reward.
Marketers use two concepts from behavioral learning theory: 3.1.2.3.1.1.Stimulus generalization 40
Occurs when a response elicited by one stimulus (cue) is generalized to another. Using the same brand name for different products is an application of this concept 3.1.2.3.1.2.Stimulus discrimination Refers to a person's ability to perceive differences in stimuli. The advertising for Bud Light beer is an example of this concept. 3.1.2.3.2. Cognitive learning Involves making connections between two or more ideas or simply observing the outcomes of others behaviors and adjusting one's accordingly. 3.1.2.3.3. Brand loyalty Is a favorable attitude and consistent purchase of a single brand over time? Brand loyalty differs across countries. 3.1.2.4. Values, Beliefs, and Attitudes
3.1.2.4.1. Attitude Formation 3.1.2.4.1.1.Attitude A learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way. Shaped by our values and beliefs, which are learned. 3.1.2.4.1.2.Values Personally or socially preferable modes of conduct or states of existence that are enduring. 3.1.2.4.1.3.Beliefs Consumer's subjective perception of how well a product or brand performs on different attributes. 3.1.2.4.2. Attitude Change 41
Approaches to try to change consumer attitudes Changing beliefs about the extent to which a brand has certain attributes. Changing the perceived importance of attributes. Adding new attributes to the product. 3.1.2.5. Lifestyle Activities: How a person spends time and resources Interests: What a person considers important in the environment Opinions: what a person thinks of self and the world Lifestyle is a mode of living that is identified by
3.1.3. SOCIOCULTURAL INFLUENCES ON CONSUMER
BEHAVIOR
Socio-cultural influences evolve from a formal and informal relationship with other people. Influences Include 3.1.3.1. Personal influence Reference groups The family Social class Culture Subculture.
Personal Influence
Aspects of personal influence important to marketing Opinion leaders: Individuals who exert direct or indirect social influence over others. People influencing each other during face-to-face conversations. Power of word of mouth has been magnified by the Internet and e-mail Word of mouth: 3.1.3.2.
Reference Groups 42
Reference groups are people to whom an individual looks as a basis for self-appraisal or as a source of personal standards. Reference groups have an important influence on the purchase of luxury products but not of necessities: Three groups have clear marketing implications Membership group: one to which a person actually belongs Aspiration group: one with which a person wishes to be identified. Dissociative group: one from which a person wants to maintain a
distance because of differences in values or behaviors.
3.1.3.3.
Family Influence Consumer socialization Passage through the family life cycle Decision making within the family.
Family influences on consumer behavior result from three sources:
3.1.3.3.1. Consumer Socialization Consumer socialization is the process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers 3.1.3.3.2. Family Life Cycle The distinct phases that a family progresses through from formation to retirement Each phase bringing with it identifiable purchasing behaviors. Young singles Young married without children Young married with children The older married Older unmarried 3.1.3.3.3. Family Decision Making 43
Two decision-making styles exist: wife). Increasingly, preteens and teenagers are assuming these roles for the family, given the prevalence of working parents and single-parent households. Five roles of individual family members in the purchase process exist Information gatherer Influencer Decision maker Purchaser User Spouse-dominant (either wife or husband is responsible) Joint decision making (most decisions are made by both husband and
3.1.3.4.
Social Class The relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behavior are grouped. Determinants of social class include: Occupation, Source of income (not level of income) Education. Social class is a basis for identifying and reaching particularly good prospects for products and services. Upper classes are targeted by companies for items such as financial investments, expensive cars, and evening wear. Middle classes represent a target market for home improvement centers and automobile parts stores. Lower classes are targeted for products such as sports and scandal magazines.
3.1.3.5.
Culture and Subculture 44
Culture refers to the set of values, ideas and attitudes that are accepted by a homogeneous group of people and transmitted to the next generation. Subcultures - groups within the larger, or national, culture with unique values, ideas, and attitudes. 3.2. MEDIA In communications, 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. 3.2.1. Forms of Media Media can be categorized basically in three forms: Print Media Electronic Media Other Media 3.2.1.1. PRINT MEDIA
Print media is one of the oldest and basic forms of mass communication. It includes newspapers, weeklies, magazines, monthlies and other forms of printed journals. Printing is a process for reproducing text and images, typically with ink on paper using a printing press. It is often carried out as a large-scale industrial process, and is an essential part of publishing and transaction printing. The development of printing was preceded by the use of cylinder
seals in Mesopotamia developed in 3500 B.C., and other related stamp seals. The earliest form of printing was woodblock printing, with existing examples from China dating to before 220 A.D. and Egypt to the fourth century. Later developments in printing include the movable type, first developed by Bi-Sheng in China, and the printing press, a more efficient printing process for western languages with their more limited alphabets, developed by Johannes Gutenberg in the fifteenth century. 3.2.1.1.1. Newspaper 45
A newspaper is a scheduled publication containing news of current events, informative articles, diverse features and advertising. It usually is printed on relatively inexpensive, lowgrade paper such as newsprint. By 2007, there were 6580 daily newspapers in the world selling 395 million copies a day. The worldwide recession of 2008, combined with the rapid growth of web-based alternatives, caused a serious decline in advertising and circulation, as many papers closed or sharply retrenched operations. The newspaper is typically funded by paid subscriptions and advertising. A wide variety of material has been published in newspapers, including editorial opinions, criticism, persuasion and op-eds; obituaries; entertainment features such as crosswords, sudoku and horoscopes; weather news and forecasts; advice, food and other columns; reviews of radio, movies, television, plays and restaurants; classified ads; display ads, radio and television listings, inserts from local merchants, editorial cartoons, gag cartoons and comic strips.
3.2.1.2.Magazines Magazines, periodicals, glossies or serials are publications that are printed with ink on paper, generally published on a regular schedule and contain a variety of content. They are generally financed by advertising, by a purchase price, by pre-paid magazine subscriptions, or all three. Magazines can be distributed through the mail; through sales by newsstands, bookstores or other vendors; or through free distribution at selected pick-up locations. Sales models for distribution fall into three main categories. The magazine is sold to readers for a price, either on a per-issue basis or by subscription, where an annual fee or monthly price is paid and issues are sent by post to readers.
3.2.1.3.Journals A journal has several related meanings: A daily record of events or business; a private journal is usually referred to as a diary. A newspaper or other periodical, in the literal sense of one published each day. 46
Many publications issued at stated intervals, such as magazines, or scholarly journals, academic journals, or the record of the transactions of a society, are often called journals. Although journal is sometimes used as a synonym for "magazine", in academic use, a journal refers to a serious, scholarly publication, most often peerreviewed. A non-scholarly magazine written for an educated audience about an industry or an area of professional activity is usually called a professional magazine. 3.2.1.4. Yellow Pages Yellow Pages refers to a telephone directory of businesses, organized by category, rather than alphabetically by business name and in which advertising is sold. As the name suggests, such directories were originally printed on yellow paper, as opposed to white pages for noncommercial listings. The traditional term Yellow Pages is now also applied to online directories of businesses.
3.2.2. ELECTRONIC MEDIA Electronic media are media that use electronics or electromechanical energy for the end-user (audience) to access the content. This is in contrast to static media (mainly print media), which today are most often created electronically, but don't require electronics to be accessed by the end-user in the printed form. The primary electronic media sources familiar to the general public are better known as video recordings, audio recordings, multimedia presentations, slide presentations, CD-ROM and online content. Most new media are in the form of digital media. However, electronic media may be in either analog or digital format. Any equipment used in the electronic communication process (e.g. television, radio, telephone, desktop computer, game console, handheld device) may also be considered electronic media.
3.2.2.1.Television Television (TV) is a telecommunication medium for transmitting and receiving moving images that can be monochrome (black-and-white) or colored, with or without accompanying sound. "Television" may also refer specifically to a television set, television programming, or television transmission. 47
A television advertisement or television commercial, often just commercial, advert, ad, or adfilm (India) is a span of television programming produced and paid for by an organization, which conveys a message, typically to market a product or service. Advertising revenue provides a significant portion of the funding for most privately owned television networks. The vast majority of television advertisements today consist of brief advertising spots, ranging in length from a few seconds to several minutes (as well as program-length infomercials). Advertisements of this sort have been used to promote a wide variety of goods, services and ideas since the dawn of television.
3.2.2.2. Radio is
Radio the transmission of signals through free space by electromagnetic
waves with frequencies significantly below visible light, in the radio frequency range, from about 3 kHz to 300 GHz. These waves are called radio waves. Electromagnetic radiation travels by means of oscillating electromagnetic fields that pass through the air and the vacuum of space. Commercial radio stations make most of their revenue selling airtime to advertisers. Of total media expenditures, radio accounts for 6.9%. Radio advertisements or spots are available when a business or service provides valuable consideration, usually cash, in exchange for the station airing their spot or mentioning them on air. Before the advent of television, commercial radio broadcasts included not only news and music, but dramas, comedies, variety shows, and many other forms of entertainment & advertisement of various products and services.
3.2.2.3.Internet The Internet is a global system of interconnected computer networks that use the standard Internet protocol suite (often called TCP/IP, although not all protocols use TCP) to serve billions of users worldwide. It is a network of networks that consists of millions of private, public, academic, business, and government networks, of local to global scope, that are linked by a broad array of electronic, wireless and optical networking technologies. The Internet carries an extensive range of information resources and services, such as the interlinked hypertext documents of the World Wide Web (WWW) and the infrastructure to support email. 48
Online advertising is a form of promotion that uses the Internet and World Wide Web to deliver marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, blogs, Rich Media Ads, Social network advertising, interstitial ads, online classified advertising, advertising networks and email marketing, including e-mail spam. Many of these types of ads are delivered by an Ad server.
3.2.3. OTHER MEDIA Apart from these mass media tools, certain other tools are also used frequently by marketers these days. These mediums consist of Billboards, Posters, Fliers, Transit or Vehicular media etc.
3.2.3.1.
Posters
A poster is any piece of printed paper designed to be attached to a wall or vertical surface. Typically posters include both textual and graphic elements, although a poster may be either wholly graphical or wholly text. Posters are designed to be both eye-catching and informative. Posters may be used for many purposes. They are a frequent tool of advertisers (particularly of events, musicians and films), propagandists, protestors and other groups trying to communicate a message. Posters are also used for reproductions of artwork, particularly famous works, and are generally low-cost compared to original artwork. 3.2.3.2.Billboards A billboard (also called a "hoarding" in the UK and many other parts of the world) is a large outdoor advertising structure (abilling board), typically found in high traffic areas such as alongside busy roads. Billboards present large advertisements to passing pedestrians and drivers. Typically showing large, ostensibly witty slogans, and distinctive visuals, billboards are highly visible in the top designated market areas. Bulletins are the largest, most impactful standard-size billboards. Located primarily on major highways, expressways or principal arterials, they command high-density consumer exposure (mostly to vehicular traffic).
49
Bulletins afford greatest visibility due not only to their size, but because they allow creative "customizing" through extensions and embellishments. 3.2.3.3. Transit Media
Transit media is a form of out-of-home advertising that displays advertisements in or outside of vehicles. A typical installation will display advertisements on the side of, on, or above the seats of a bus or passenger train car. Typically, transit media campaigns are employed in denser urban environments to advertise to both pedestrian and on-road traffic. The medium has traditionally been limited to featured advertisements on buses and trams, but in recent years has extended to various sub-categories, such as dedicated car, van or truck advertising. Recently LED display based advertising panels have been introduced. This allows the site owner to rotate ads and also schedule ads by GPS Location, allowing advertisers to target specific audiences.
CHAPTER 4
DATA ANALYSIS AND INTERPRETATION

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4. DATA ANALYSIS & INTERPRETATION

4.1. Respondent Profile
4.1.1. Age Profile
Age No. of respondents Percentage
<20 14 14%
20-35 57 57%
36-50 18 18%
>50 11 11%
TOTAL 100 100%
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Interpretation: 14% of the respondents belong to <20 age group,57% of the respondents belong to the 20-35 age group,18% belong to the 36-50 age group and 11% belong to >50 age group.
4.1.2. Income Profile
Income No. of respondents Percentage
<20000 40 40%
20000-40000 37 37%
40001-60000 12 12%
>60000 11 11%
Total 100 100%
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Interpretation: 40% of the respondents belonged to the <20000 income level (Monthly family income in Rs.),37% of them belong to the 20000-40000 income level,12% belong to the 40001-60000 income level and 12% to the >60000 income level.
4.1.3.
Occupation Profile
Occupation No.of respondents Percentage
Own Business 13 13%
Service Student 21 21% 39 39% 53
Technical Unemployed 12 12% 2 2%
Others Total 13 100 13% 100%
Interpretation: 39% of the respondents belonged to the student community,21% to the service industry, 13% have their own business,12% to technical industry,2% are unemployed and 13% belong to other categories.
4.2.
Analysis of Questionnaire
4.2.1. Frequency of shopping Once a week Once a month 54 Daily Whenever the need arises Total
No. of respondents Percentage
27 27%
15 15%
9 9%
49 49%
100 100%
Interpretation: 49% of the respondents shop whenever the need arises,27 shop once a week,15 shop once a month and 9 daily.
4.2.2. Number of respondents who notice ads before purchase Yes No. of respondents Percentage 45 45% 55 No 49 49% Dont remember 6 6% Total 100 100%
Interpretation: 49% of the respondents did not notice any ads of the product they last purchased.
4.2.3. Distribution of respondents who noticed ads in each form of media
Form of media No. of Respondents Percentage
Newspapers 22 22%
Magazines 14 14%
Tv 22 22% 56
Hoardings/ billboards 7 7%
Radio 4 4%
Table 100 100%
Interpretation: Out of the 45 respondents who noticed ads 22 noticed ads in Newspapers and 22 in TV.
4.2.4. Perception of advertisements Providing information Increasing the sales Total
Influencing the customers No. of respondents 44
Introducing new products 6
27 57
23
100
Percentage
44%
27%
23%
6%
100%
Interpretation: 44% of the respondents think that advertisements are for influencing the customers.
4.2.5. Source of information before purchase Form of media No.of respondents Newspapers Internet Tv Radio None of the above 19 Total 100 36 7 58 9 25 4
Magazines
Percentage
36%
7%
9%
25%
4%
19%
100%
Interpretation: 36% of the people look for information in newspapers, 25% through the TV, 9%through internet, 7% magazines, 4% radio and 19% through other forms.
4.2.6. Consumers perception on the influence of ads on brand selection.
Strongly agree
Moderately agree
Neither agree nor disagree 59
Moderately disagree
Strongly disagree
Total
100 9 9% 48 48% 22 22% 12 12% 9 9% 100
Interpretation 48% of the respondents moderately agree that advertisements help in deciding about the brand.
4.2.7. Form of media which helps consumers most in shopping Newspapers/magazines No. of Respondents 44 60 Tv 33 Radio 2 Internet 9 Any other 14 Total 100
Percentage
44%
33%
2%
9%
14%
100%
Interpretation: 44% of the respondents think that newspapers help them most in shopping.
4.2.8. Ranking of various media in terms of credibility Newspapers 2.19 1 Magazines 2.67 3 61 Tv 2.3 2 Radio 3.99 5 Internet 3.87 4
Mean Rank Rank
Interpretation: Respondents find newspapers most credible.
4.2.9. Duration of TV viewing. < 1 hour 1 to 3 hours > 3 hours Dont watch TV Total
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No. of Respondents Percentage
33 39 39% 33%
13 13%
15 15%
100 100%
Interpretation: 39% of the respondents watch television for less than an hour.
4.2.10. Behavior of respondents during the time of ads
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Switch channels No. of Respondents Percentage 30 30%
Watch them 14 14%
Depends on the ads 53 53%
Any other 3 3%
Total
100 100%
Interpretation: 53% of the respondents said that their behavior during the advertisement depends on the advertisement being telecasted.
4.2.11. Type of channels viewed most often by respondents
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Sports No. of Respondents Percentage 20 20%
News 19 19%
Movie 27 27%
Music 21 21%
Documentary 11 11%
Devotional 2 2%
Total 100
100%
Interpretation 27% of the respondents watch movie channels most often.
4.2.12. Time of TV viewing among respondents
65
Morning No. of Respondents Percentage
Evening
Before going to sleep 31 31%
Whenever they feel like 29 29%
Total 100 100%
4 4%
36 36%
Interpretation 36% of the people watch TV in evening.
4.2.13. Perception of respondents on the most frequently advertised product.
66
Colas No. of Respondents Percentage 29 29%
Toiletries 27 27%
Mobile services 14 14%
Electronic goods 12 12%
Automobiles 13 13%
Any other 5 5%
Total 100 100%
Interpretation 29% of the respondents feel that colas are advertised for most frequently.
4.2.14. Number of news papers read by respondents.
67
One No. of Respondents Percentage 50 50%
Two 26 26%
More than two 11 11%
None 13 13%
Total 100 100%
Interpretation 50% of the respondents read one newspaper.
4.2.15. Distribution of ad recall from news papers 68
Yes No. of Respondents Percentage 51 51%
No 45 45%
NA 4 4%
Total 100 100%
Interpretation 51% of the people recall the advertisement they saw in the newspaper.
4.2.16. Number of respondents who read classifieds 69
Yes No. of Respondents Percentage
No
Only when they are planning to buy 43 43%
Total 100
10 10%
47 47%
100%
Interpretation 47% of the respondents do not read classifieds.
70
4.2.17. Number of respondents who receive direct mail ads Yes No. of Respondents Percentage 46 46% No 54 54% Total 100 100%
Interpretation 54% of the respondents did not receive direct mail.
71
4.2.18. What respondents do with direct mail ads Read them 13 13% Read only first few lines 22 22% Throw them with out even opening 20 20% Not Applicable 45 45% Total 100 100%
Interpretation Out of the 46% of respondents who receive direct mail 22 %only read the first two lines while 20% of them throw it even without opening.
72
4.2.19. Perception of respondents about direct mail ads A disturbance A reliable source of information 6 6% A helpful source of information 27 27% A reliable and helpful source 10 10% NA Total
54 54%
3 3%
100 100%
Interpretation 54% of the respondents perceive direct mail as a disturbance.
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4.2.20. What catches the attention of respondents in print media. Color pattern No. of Respondents Percentage 21 21% Punch line 31 31% Product logo 7 7% Pictures 37 37% Others 4 4% Total 100
100%
Interpretation 37% of the respondents feel that the pictures catches their attention in print advertisement.
74
4.2.21. Part of magazine catches the eye of respondents most. Front inner No. of Respondents Percentage 30 30% Back inner 13 13% Back outer 30 30% Inside pages 27 27% Total 100 100%
Interpretation 30% of the respondents feel that the front and back outer cover advertisements catch their eye while reading a magazine.
75
4.2.22. Perception of respondents about internet ads.
A disturbance No. of Respondents Percentage
Innovative form of 22 22%
50 50%
Helpful Reliable A reliable Total source of source of and helpful information information source of information 100 22 3 3 22% 3% 3% 100%
Interpretation 50% of the respondents perceive internet advertisement as a disturbance.
76
4.2.23. Whether respondents ever felt like buying a product based on advertisements.
No 32 32%
Total 100 100%
Interpretation 68% of the respondents ever felt like buying a product based on advertisement.
77
4.2.24. Which form of ads made respondents feel like buying a product?
TV No. of Respondents Percentage 45 45%
News Papers 17 17%
Mags 6 6%
Internet 1 1%
Radio 3 3%
Hoardings/ billboards 3 3%
NA 25 25%
Total 100 100%
Interpretation 45% of the respondents felt like buying a product after watching its advertisement on television.
78
4.2.25. Whether the respondents eventually bought the product.
No 32 32%
NA 18 18%
Total 100 100%
Interpretation 50% of the respondents eventually buy the product that they felt like buying based on its advertisement.
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4.2.26. Which form of ad helps the respondents in buying a high priced items (>Rs.10000) TV No. of Respondents Percentage 36 36% Newspaper 28 28% magazines 16 16% Internet 12 12% Radio 4 4% Hoardings/ billboards 4 4% Total 100 100%
Interpretation 36% of the respondents rely on television for information while buying a high priced item. (>Rs 10000)
80
4.2.27. Which form of ad helps the respondents in buying a medium priced items (Rs.100010000) TV No. of Respondents Percentage 34 34% Newspapers 28 28% magazines 20 20% Internet 8 8% Radio 5 5% Hoardings/ billboards 5 5% Total 100 100%
Interpretation 34% of the respondents rely on television for information while buying a medium priced item. ( Rs1000-Rs10000 ).
81
4.2.28. Which form of ad helps the respondents in buying a low priced items (<Rs.1 000) Hoardings Billboards 6 6%
TV No. of Respondents Percentage 45 45%
Newspapers Magazines 26 26% 21 21%
Internet 0 0%
Radio 2 2%
Total 100 100%
Interpretation 45% of the respondents rely on television for information while buying a low priced item.(<Rs 1000)
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4.3.
ANALYSIS OF HYPOTHESIS
4.3.1. Recall on buying behavior 4.3.1.1. Table indicates the number of respondents who notice advertisements before purchasing the product and also the form of advertisement media YES 44 44% NO 50 50% Dont remember 6 6% Total 100 100%
Print No. of respondents Percentage Interpretation 36 36%
TV 22 22%
Hoarding 7 7%
Radio 2 2%
Total 100 100%
This table depicts that out of 100 respondents 44 noticed advertisements before purchasing where in most of the advertisements were in the form of Print Media.
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4.3.1.2. Table indicates the number of newspapers read regularly by the respondents and the ability to recall any advertisements in the paper. None No. of respondents Percentage 13 13% One 50 50% Two 26 26% More than two 11 11% Total 100 100%
Can recall No. of respondents Percentage 51 51%
Cannot recall 45 45%
NA 4 4%
Total 100 100%
Interpretation This depicts that 51 % of the respondents were able to recall an advertisement in the newspapers.
84
4.3.1.3. Table indicates the impact of advertisements on the respondents. Want to buy a product No. of respondents Percentage 68 68% Do not want to buy 32 32% Total 100 100%
Eventually bought No. of respondents Percentage 50 50%
Eventually did not buy 32 32%
Dont remember 18 18%
Total 100 100%
Interpretation 68 respondents wanted to buy the product based on the advertisements and out of them 50% eventually bought it. Correlation between them =0.988149 Correlation of 0.988 shows a high level of relationship between desire to buy and actually buying the product.
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4.3.2. PRINT MEDIA AS AGAINST OTHER FORM OF MEDIA 4.3.2.1. Table indicates most influential form of media for helping respondents in purchase decisions. Print No. of respondents Percentage 36 80% TV 22 48.9% Hoarding 7 15.5% Radio 2 4.4% Total 45 100%
Interpretation This table depicts that 36% of the respondents are influenced mostly by Print media. 4.3.2.2. Table indicating which form of media helps most in shopping. Print No. of respondents Percentage 44 44% TV 33 33% Radio 2 2% Internet 9 9% Others 14 14% Total 100 100%
Interpretation: This table depicts that 44% of respondents prefer Print media for shopping as against other form of media
86
4.3.2.3. Table indicates which form of media is preferred for information before purchase. Print No. of respondents Percentage Interpretation This table depicts that 43% of the respondents prefer Print media for information before purchase. 43 43% Internet 9 9% TV 25 25% Radio 4 4% Others 19 19% Total 100 100%
4.3.2.4. Table indicates which form of media compels the respondents to purchase the product.
NA No. of respondents Percentage 26 26%
TV 44 44%
Print 23 23%
Internet 1 1%
Radio 3 3%
Hoardings 3 3%
Total 100 100%
Interpretation This table depicts that 44% of respondents feel that TV makes them more compelled to purchase a product.
4.3.2.5. Table indicating the form of ads that help respondents in buying low priced items (<Rs. 1000) Print No. of respondents Percentage 47 47% TV 45 45% Internet 0 0% Radio 2 2% Hoardings/Billboards 6 6% Total 100 100%
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Interpretation This table depicts that 47% of the respondents, which is the maximum, said that Print advertisements helped them in buying low priced items.
4.3.2.6. Table indicating the form of ads that help the respondents in buying medium priced items (Rs. 1000-10000) Print
TV 34 34%
Internet 8 8%
Radio 5 5%
Hoardings/Billboards 5 5%
48 48%
Total 100 100%
Interpretation This table depicts that 48% of the respondents, which is the maximum, indicated that print advertisements help them in buying medium priced items. (Rs. 1000-10000) 4.3.2.7. Table indication the forms of ads that helps the respondents in buying high priced item (>Rs.10000)
Print No. of respondents Percentage 44 44%
TV 36 36%
Internet 12 12%
Radio 4 4%
Hoardings/Billboards 4 4%
Total 100 100%
Interpretation This table depicts that 44% of the respondents, which is the maximum, indicated that print advertisements help them in buying high priced items. (>Rs.1 0000)
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COMPILED ANALYSIS Print 36 44 43 23 47 48 44 40.71429 44 8.712334 21.39871 TV 22 33 25 44 45 34 36 34.14286 34 8.668498 25.38891 Radio 2 2 4 3 2 8 4 3.571429 3 2.149197 60.17752 Other 7 21 28 30 6 10 16 16.85714 16 9.805246 58.16672
MEAN MEDIAN STDEV CV
On compilation of the above data we obtain the following: On an average Print media got the highest number of responses as compared to the other forms of media. The coefficient of variation also depicts that Print media has the lowest levels of variation and hence is most preferred. 4.3.3. RANKING IN TERMS OF CREDIBILITY Rank 1 28 11 42 9 9 Rank 2 40 33 13 7 8 Rank 3 19 36 36 7 15 Rank 4 11 18 18 30 23 Rank 5 2 2 5 45 45
Newspapers Magazines TV Radio Internet
In terms of credibility, maximum number of respondents (42) indicated TV as the most credible source of information. Mean Rank 2.19 Newspaper 2.67 Magazines 2.3 TV 3.99 Radio 3.87 Internet
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[Mean ranking. Scores given as 1 being most credible and 5 being least] But from the mean rank given by the respondents to each form of media Newspapers got the highest, indicating that respondents on an average consider newspapers as the most credible source of information. 4.4.C HI S Q U A R E 4.4.1. Relation between income per month and form of media preferred for low priced items. 4.4.1. Table indicating the Relation between income per month and form of media preferred for low priced items.
TV 18 18 4 5 45 45% Newspapers 12 6 4 4 26 26% Magazines 7 12 2 0 21 21% Internet 0 0 0 0 0 0% Radio 1 0 0 1 2 2% Hoardings/ billboards 2 1 2 1 6 6% Total 40 37 12 11 100 100%
<20000 20000-40000 40001-60000 >60000 Total Percentage
H0: Media preference is independent of the Income level for low priced items. H1: Media preference is dependent of the Income level for low priced items. Level of confidence= 95% Chi square value = 14.72 Table value = 25 Hence, we accept H0. Interpretation Media preference is independent of the Income level for low priced items. 4.4.2. Relation between income per month and form of media preferred for medium priced items. 4.4.2. Table indicating the Relation between income per month and form of media preferred for medium priced items.
<20000 20000-40000 40001-60000 >60000 Total Percentage TV 18 10 2 4 34 34% Newspapers 11 11 4 2 28 28% Magazines 7 10 1 2 20 20% Internet 1 4 2 1 8 8% Radio 1 0 2 2 5 5% Hoard ings/ billboards 2 2 1 0 5 5% Total 40 37 12 11 100 100%
90
H0: Media preference is independent of the Income level for medium priced items. H1: Media preference is dependent of the Income level for medium priced items. Level of confidence= 95% Chi square value = 18.74 Table value = 25 Hence, we accept H0. Interpretation Media preference is independent of the Income level for medium priced items.
4.4.3. Relation between income per month and form of media preferred for high priced items. 4.4.3 Table indicating the Relation between income per month and form of media preferred for high priced items.
TV 17 11 4 4 36 36% Newspapers 11 9 4 4 28 28% Magazines 5 9 1 1 16 16% Internet 2 7 2 1 12 12% Radio 2 0 1 1 4 4% Hoardings/ billboards 3 1 0 0 4 4% Total 40 37 12 11 100 100%
H0: Media preference is independent of the Income level for high priced items. H1: Media preference is dependent of the Income level for high priced items. Level of confidence= 95% Chi square value = 12.72 Table value = 25 Hence, we accept H0. Interpretation Media preference is independent of the Income level for high priced items.
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4.4.4. Relation between age of respondents and what catches attention most in a print advertisements 4.4.4 Table indicating relation between age of respondents and what catches attention most in a print advertisements color pattern 3 9 6 3 21 21% punch line 6 16 5 4 31 31% logo 2 4 0 1 7 7% Price 3 20 7 2 32 32% other 0 3 0 1 4 4% Total 14 57 18 11 100 100%
H0: What catches attention is independent of age of respondents. H1: What catches attention is dependent of age of respondents. Level of confidence= 95% Chi square value= 10.53 Table Value= 21 Hence, we accept H0 Interpretation What catches attention is independent of age of respondents.
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4.4.5. Relation between age of respondents and where they look for information. 4.4.5 Table indicating relation between age of respondents and where they look for information.
TV 7 15 1 2 25 25% Newspapers 5 18 8 5 36 36% Magazines 0 5 1 1 7 7% Internet 0 5 4 0 9 9% Radio 1 1 0 2 4 4% none 1 13 4 1 19 19% Total 14 57 18 11 100 100%
H0: Where they look for information is independent of age of respondents. H1: Where they look for information is dependent of age of respondents. Level of confidence= 95% Chi square value= 23.97 Table Value= 25 Hence, we accept H0 Interpretation Where they look for information is independent of age of respondents.
93
CHAPTER 5
SUMMARY OF FINDINGS
94
5. FINDINGS
1. 2. 3. 4. 5. 6. 7. 8. 9.
49% of the respondents shop whenever the need arises. 49% of the respondents did not notice any ads of the product they last purchased Out of the 45 respondents who noticed ads 22 noticed ads in Newspapers and 22 on TV. 44% of the respondents think that advertisements are for influencing the customers. 36% of the people look for information in newspapers. 48% of the respondents moderately agree that advertisements help in deciding about the brand 44% of the respondents think that newspapers help them most in shopping. Respondents find newspapers most credible 39% of the respondents watch television for less than an hour. advertisement being telecasted.
10. 53% of the respondents said that their behavior during the advertisement depends on the 11. 27% of the respondents watch movie channels most often. 12. 36% of the people watch television in the evening. 13. 29% of the respondents feel that colas are advertised for most frequently. 14. 50% of the respondents read one newspaper. 15. 51% of the people recall the advertisement they saw in the newspaper. 16. 47% of the respondents do not read classifieds. 17. 54% of the respondents did not receive direct mail. 18. Out of the 46% of respondents who receive direct mail 22 %only read the first two lines while 20% of them throw it even without opening. 19. 54% of the respondents perceive direct mail as a disturbance. 20. 31% of the respondents feel that the punch line catches their attention in print advertisement. 21. 30% of the respondents feel that the front and back outer cover advertisements catch their eye while reading a magazine. 22. 50% of the respondents perceive internet advertisement as a disturbance. 23. 68% of the respondents ever felt like buying a product based on advertisement. 24. 45% of the respondents felt like buying a product after watching its advertisement on television. 25. 50% of the respondents eventually buy the product that they felt like buying based on its 95
advertisement. 26. 36% of the respondents rely on television for information while buying a high priced item.(>Rs 10000) 27. 34% of the respondents rely on television for information while buying a medium priced item. ( Rs1000-Rs10000 ). 28. 45% of the respondents rely on television for information while buying a low priced item. (<Rs 1000) 29. Out of 100 respondents 44 noticed advertisements before purchasing where in most of the advertisements were in the form of Print Media. 30. 51% of the respondents were able to recall an advertisement in the newspapers. 31. 68 respondents wanted to buy the product based on the advertisements and out of them 50% eventually bought it and the Correlation between them =0.988149. 32. 36% of the respondents are influenced mostly by Print media. 33. 44% of respondents prefer Print media for shopping as against other form of media. 34. 43% of the respondents prefer Print media for information before purchase. 35. 44% of respondents feel that TV makes them more compelled to purchase a product. 36. 47% of the respondents, which is the maximum, said that Print advertisements helped them in buying low priced items. 37. 48% of the respondents, which is the maximum, indicated that print advertisements help them in buying medium priced items. (Rs.1000-10000) 38. 44% of the respondents, which is the maximum, indicated that print advertisements help them in buying high priced items. (>Rs. 10000). 39. In terms of credibility, maximum number of respondents indicated TV as the most credible source of information. But from the mean rank given by the respondents to each form of media Newspapers got the highest, indicating that respondents on an average consider newspapers as the most credible source of information. 40. Media preference is independent of the Income level for low priced items. 41. Media preference is independent of the Income level for medium priced items. 42. Media preference is independent of the Income level for medium priced items. 43. What catches the attention of the respondents is independent of age of respondents. 44. Where the respondents look for information is independent of age of respondents 96
CHAPTER 6
RECOMMENDATI ONS
6. RECOMMENDATIONS
97
1. When television media is used there should be proper media planning which implies that the advertisements should go well with the program during which they are being telecasted. 2. Advertisers should always furnish valuable information about the products. 3. The product /service quality should match the advertisements. 4. Customers look for services than product information on the internet. 5. While goods are marketed on internet more promotional tools like discounts, freebies and differential pricing should be used. 6. Combination of conventional channels physical and internet is acceptable as customers face uncertainty with respect to quality, delivery, legal considerations/payments.
98
CHAPTER 7
CONCLUSION
7. CONCLUSION
99
Advertisement media plays a very important role in influencing consumer buying decision process. This study was conducted for the purpose of finding out which form of advertisement has the most impact on consumers buying behavior. From the analysis of the primary data we were able to conclude the following: Print advertising has more influence on consumer buying decision over other forms of media Print advertisements were found to be the most credible source of information as perceived by the respondents. Most of the respondents indicated that the pictures in advertisements catch their attention first. Also most of the respondents indicated that the part of magazine that catches their eye most is the front inner and the back outer (30% each). Recall of advertisements has a positive relationship with consumer buying behavior. Recall of advertisements showed a high degree of positive correlation with the eventual purchase of the product. Also there was high degree of correlation between the number of people who felt like buying a product while watching an advertisement and those who eventually bought the product.
100
BIBLIOGRAPHY & ANNEXURE
BIBLIOGRAPHY
Books Kothari C.R, Research Methodology: Methods and Techniques, New Age International, 101
2004 Kumar Ranjit, Research Methodology: A Step by Step Guide for Beginners, pearson, 2008 Manoharan, Research Methodology, aph publishing corporation, 2008 Cauvery R, Sudhanayak U. K, Meenakshi R, Research Methodology, s. chand publisher, 2010 Garg K.K, Research Methodology, omega publications, 2009 Kashyap Aolk Kumar, Research Methodology: Tools & Techniques, ancient publishing house, 2011 Jain P.C, Bhatt Monica, Consumer Behaviour In Indian Context, S.Chand Publishing, 2004 Bhatt Rajesh , Consumer Behaviour, commonwealth publishers, 2010 Batra Satish K, Consumer Behaviour, Excel books, 2008 Ramanuj Majumdar, Consumer Behaviour : Insights From Indian Market, Phi Learning, 2010 Chisnall Peter M. Consumer Behaviour, mcgraw-hill professional, 1994-11 Webb, CONSUMER BEHAVIOUR, tata mc-graw hill publishing co.ltd.-new delhi, 2011 Solomon, Consumer Behaviour in Fashion, Pearson, 2009 Menon Arpita, Media Planning and Buying, tata mcgraw hill education private limited, 2010 Sahlin Doug, Zimmerman Jan, Social Media Marketing, 2011 Shah, Advertisement and Promotions: An IMC Perspective, tata mcgraw hill education private limited, 2008 Bajpayee Alok, Advertisement Management, authorpress, 2006 Chandra Jagdish, Advertisement Management, Omega publications, 2008
Journals Lavington, Simon (1998). A History of Manchester Computers (2 ed.). Swindon: The British Computer Society. ISBN 9780902505018. Stokes, Jon (2007). Inside the Machine: An Illustrated Introduction to Microprocessors and Computer Architecture. San Francisco: No Starch Press. ISBN 978-1-59327-104-6. Verma, G.; Mielke, N. (1988). Reliability performance of ETOX based flash memories. IEEE International Reliability Physics Symposium. Hughes, Arthur M. (2000), Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable Customer-Based Marketing Program, 2nd edition, McGraw-Hill, New York. Optimal Database Marketing, Drake & Drozdenko, Sage Publications (2002) Baesens Bart, Stijn Viaene, Dirk Van den Poel, Jan Vanthienen, and Guido Dedene (2002), Bayesian Neural Network Learning for Repeat Purchase Modelling in Direct Marketing (http://econpapers.repec.org/paper/rugrugwps/02_2F154.htm) , European Journal of Operational Research, 138 (1), 191-211. Robin Williams, The Mac is not a typewriter: A style manual for creating professional-level type on your Macintosh (Berkeley: Peachpit Press, 1990), 11. 102
Clow, Kenneth E. ,Baack, Donald E. (March 22, 2006) Integrated Advertising, Promotion, and Marketing Communications , p. 338. Prentice Hall PTR. ISBN 978-0-13-186622-5. Strokes, Rob (2008). eMarketing: The Essential Guide To Online Marketing. Quirk eMarketing. ISBN 9780620411356. Gosling, Peter. (1999). Scientist's Guide to Poster Presentations. New York: Kluwer. ISBN 978-0-306-46076-0. King, Emily. (2003). A Century of Movie Posters: From Silent to Art House. Barron's. ISBN 978-0-7641-5599-4. Noble, Ian. (2002). Up Against the Wall: International Poster Design. Mies, Switzerland: RotoVision. ISBN 978-2-88046-561-2. Timmers, Margaret. (2003). Power of the Poster. Victoria and Albert Museum. ISBN 978-08109-6615-4. Le Coultre, Martijn F. & Purvis, Alston W, (2002)A Century of Posters, Lund Humphries ISBN 978-0-85331-863-7 Rennert, Jack, (1990), Posters of the Belle Epoque, Wine Spectator Press, ISBN 978-09664202-1-0 Wrede, Stuart, (1988), The Modern Poster, Little Brown and Company, ISBN 978-0-87070570-0 Gold, Laura (1988), Posters, Please ISBN 978-0-9664202-0-3 Free radio: electronic civil disobedience by Lawrence C. Soley. Published by Westview Press, 1998. ISBN 0813390648, 9780813390642 Rebel Radio: The Full Story of British Pirate Radio by John Hind, Stephen Mosco. Published by Pluto Press, 1985. ISBN 0745300553, 9780745300559 John Dunning: On the Air. The Encyclopedia of Old-Time Radio. New York; Oxford: Oxford University Press, 1998. ISBN 0-19-507678-8 Ulrich L. Rohde, Jerry Whitaker: Communications Receivers, Third Edition, McGraw Hill, New York, NY, 2001, ISBN 0-07-136121-9. Relationship Marketing. Butterworth-Heinemann, Oxford. 1991. p. 264. ISBN 0750648392. Fornicatell, C. and Weinerfelt, B. (1987) "Defensive marketing strategy by customer complaint management : a theoretical analysis", Journal of Marketing Research, November, 1987, pp 337346 George, W. (1990) "Internal marketing and organizational behavior: A partnership in developing customer conscious employees at every level", Journal of Business Research, vol 20, no 1, 1990, pp 6370 Schneider, B. (1980) "The Service Organization: Climate Is Crucial", Organizational Dynamics, vol 9, no 2, 1980, pp 5265
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Fraser, Matthew; Dutta, Soumitra (2008). Throwing Sheep in the Boardroom: How Online Social Networking Will Transform Your Life, Work and World , Wiley. ISBN 9780470740149. Mackaay, Ejan (1990). "Economic Incentives in Markets for Information and Innovation". Harvard Journal of Law & Public Policy 13 (909): 867910. Gandal, Neil (2001). "The dynamics of competition in the internet search engine market". International Journal of Industrial Organization 19 (7): 11031117. doi:10.1016/S01677187(01)00065-0 Vaughan, L. & Thelwall, M. (2004). Search engine coverage bias: evidence and possible causes, Information Processing & Management, 40(4), 693-707.
Websites
http://en.wikipedia.org/w/index.php?title=Radio&oldid=486248025 http://en.wikipedia.org/w/index.php?title=Poster&oldid=486229848 http://en.wikipedia.org/w/index.php?title=Desktop_publishing&oldid=484994349 http://en.wikipedia.org/w/index.php?title=Electronic_commerce&oldid=485678810" http://en.wikipedia.org/w/index.php?title=Guerrilla_marketing&oldid=484700091 http://en.wikipedia.org/w/index.php?title=Computer&oldid=486257166 http://en.wikipedia.org/w/index.php?title=Customer_relationship_management&oldid=485298849 http://en.wikipedia.org/w/index.php?title=Billboard_(magazine)&oldid=485991588 http://en.wikipedia.org/w/index.php?title=Database_marketing&oldid=479913754 http://en.wikipedia.org/w/index.php? title=Integrated_marketing_communications&oldid=482739726 http://en.wikipedia.org/w/index.php?title=Photobucket&oldid=485263144 http://en.wikipedia.org/w/index.php?title=Social_networking_service&oldid=486005589 http://en.wikipedia.org/w/index.php?title=Telegraphy&oldid=485113825 http://en.wikipedia.org/w/index.php?title=Telemarketing&oldid=477381232 http://en.wikipedia.org/w/index.php?title=Trademark&oldid=484613390 http://en.wikipedia.org/w/index.php?title=Relationship_marketing&oldid=484716114 http://en.wikipedia.org/w/index.php?title=Web_search_engine&oldid=486173267
QUESTIONNAIRE
Dear Sir/Madam.
104
I am a student of Dr. C. V. Raman University undertaking a study on Media as a source of influence on consumer buying decision process. We assure you that all information provided will be kept confidential and used for academic purposes only. Thank You Please Tick the appropriate Box I.) How often do you shop? [ ] Once a week [ ] On e a month [ ] Daily [ ] whenever the need arises
2.) What was the Last product that you purchased? 3.) Did you notice advertisements of that product before purchasing? Yes [ ] No [ ]
4.) If yes where (You can tick more than one option if necessary) [ ] News papers [ ] Magazines [ ] Television [ ] Hoardings/ Billboards [ ] Radio
5.) An advertisement is for
[ ] Influencing the customers [ ] Providing Information about the product [ ] Increasing the sales of the product [ ] Introducing new products
6.) Where do you look for information before going 105
for a purchase?
[ ] News paper [ ] Television [ ] Strongly Agree [ ] Moderately Agree
[ ] Magazines [ ] Internet [ ] Radio [ ] None of the above
7.) An advertisement helps my decision in choosing the brand
[ ] Neither Agree nor Disagree [ ] Moderately Disagree [ ] Strongly Disagree 8.) From the following which helps you most in shopping [ ] Newspapers! Magazines [ ] Internet [ ] Television [ ] Any other [ ] Radio
9.) Rank the following media in terms of credibility with respect to advertisements (1 being most preferred and 5 being least preferred) [ ] Newspapers [ ] Television [ ] Internet 10.) You watch TV daily for [ ] Magazines [ ] Radio
[ ] < 1 hour [ ] >3 hours [ ] 1-3 hours [ ] Don't watch TV

11.) What do you usually do during the time of advertisements in TV?
[ ] Switch channels
[ ] Watch them
[ ] Depends on the advertisements [ ] Any other, please specify

106
12.) channels do you most often watch in TV?
What type of
[ [ [
] Sports Channels ] Movie Channels ] Documentary Channels
[ [ [
] News Channels ] Music Channels ] Devotional Channels
13.) When do you usually watch TV? [ ] Morning [ ] Before going to sleep
[ ] Evening [ ] whenever I feel like it 14.)Which of the following do you think is most frequently advertised in TV? ] Colas ] Mobile service providers ] Automobiles [ ] Any other (Please specify) [ ] Soaps, Toothpastes etc [ ] Electronic goods
15.) How many news papers do you read regularly? [ ] One [ ] More than Two [ ] Two [ ] None
16.)Which Newspaper did you read today?
17.)Can you name anyone product and its brand advertised in the paper? [ ] Yes [ ] No If yes, please specify_________________________________
107
18.) Do you read the classifieds part of your newspaper? [ ] Yes [ ] No [ ] Only when I am planning to buy something
19.) Do you receive Direct mail advertisements?
[ ] Yes
[ ] No
20.) If yes, what do you do with them? [ ] Read them [ ] Read the first few lines and then throw them a w a y [ ] Directly throw them in the trash can without even opening 21.) What do you think of direct mail advertisements? [ ] A disturbance [ ] A reliable source of information [ ] A helpful source of information
22.) What catches your attention most in a print advertisement? [ ] Colour pattern [ ] Pictures [ ] Punch line [ ] Product logo
[ ] Others (Please specify)
23.) In a magazine, advertisements in which part do you think catches your eye most? [ ] Front Inner [ ] Back Outer [ ] Back Inner [ ] Inside pages
24.) What do you think about Internet advertisements?
108
[ ] A disturbance [ ] An I innovative form of advertisements [ ] A helpful source of information
25.) Did you ever feel like buying a product while seeing/listening to an advertisement? [ ] Yes [ ] No
26.) If yes. Which form advertisement was it?
[ ] Television [ ] Radio [ ] Internet 27.)
[ ] Magazines [ ] Newspapers [ ] Hoardings/ Billboards
Did you eventually buy the product?
[ ] Yes [ ] No 28.) When you buy a big priced item (>10000), which fonn of advertisements helps you decide? [ ] Television [ ] Newspapers [ ] Magazines [ ] Radio 29.) [ ] Internet [ ] Hoardings! Billboards
When you buy a medium priced item (1000 - 10000), which form of Advertisements help you decide? [ ] Television [ ] Internet [ ] Magazines [ ] Radio [ ] Hoardings/ Billboards [ ] Newspapers
30.)
When you buy a low priced item decide?

109
[ ] Television [ ] Newspapers
[ ] Magazines [ ] Internet
[ ] Radio [ ] Hoardings/ Billboards
110

A Study On Media As A Source of Influence On Consumer Decision Process in Bilaspur

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A Study On Media As A Source of Influence On Consumer Decision Process in Bilaspur

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A study On

MEDIA AS A SOURCE OF INFLUENCE ON CONSUMER DECISION PROCESS IN Bilaspur (C.G.)

M.PHIL DISSERTATION SUBMITTED TO

Dr. C.V. Raman University, Kota, Bilaspur (C.G.)

Master of Philosophy (M.Phil) In Management

Prof.(Dr.) Prabhakar Pandey

Govt. Girls P/G College Bilaspur (C.G)

Dr. C. V. Raman University Bilaspur (C.G)

Dr. C. V. Raman University Bilaspur (C.G)

Place : Bilaspur (C.G.) Date: ____________

Submitted by Mr. Rahul Sharma

Mr. Vivek Bajpai

Dr. D.P. Dewangan

Mr. Vivek Bajpai

Prof.(Dr.) Prabhakar Pandey

Decision Process In Bilaspur (C.G) under the guidance of (guide name)

This dissertation is forwarded to Controller of Examination for evaluation.

PAGE NO. 11 12 13 14 26 26 26 26 26 26 27 27 27 27 27 27 27 27 27 28 28 30 30 31 37 41 43 44 46 47 50 50 53 81 88 93 96 98 100 103

5.0 6.0 7.0

LIST OF TABLES & GRAPHS

TABLE 4.1.1. INDICATING THE AGE PROFILE OF RESPONDENTS

Black Box Model

Product Price Place Promotion

Economic Technological Political Cultural Demographic Natural

Attitudes Motivation Perceptions Personality Lifestyle Knowledge

Integrated Marketing Communications

2.3. Objective Statements

To study the impact of different advertisement media on consumer buying decision.

To study the relationship between recall of advertisements and buying behaviour.

To study which source of media the consumers find most credible.

2.4.1. Sample Unit

2.5.1. Primary Data

2.7. Limitations of Study

i. ii. iii. iv.

Involvement & Problem Solving Behaviour

3.1.3. SOCIOCULTURAL INFLUENCES ON CONSUMER

distance because of differences in values or behaviors.

Family influences on consumer behavior result from three sources:

Culture and Subculture 44

Radio the transmission of signals through free space by electromagnetic

DATA ANALYSIS AND INTERPRETATION

4. DATA ANALYSIS & INTERPRETATION

4.1.1. Age Profile

Age No. of respondents Percentage

TOTAL 100 100%

4.1.2. Income Profile

Income No. of respondents Percentage

Total 100 100%

Occupation No.of respondents Percentage

Own Business 13 13%

Service Student 21 21% 39 39% 53

Technical Unemployed 12 12% 2 2%

Others Total 13 100 13% 100%

No. of respondents Percentage

4.2.3. Distribution of respondents who noticed ads in each form of media

Form of media No. of Respondents Percentage

Table 100 100%

4.2.4. Perception of advertisements Providing information Increasing the sales Total

Influencing the customers No. of respondents 44

Introducing new products 6

4.2.6. Consumers perception on the influence of ads on brand selection.

Neither agree nor disagree 59

No. of respondents Percentage