Communication and

persuasion
Components of Communication,
The Communication process
Consumer Behaviour by Schiffman Kanuk 8th edition
Page no. 293 to 328
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar

Harleen Sahni, Assistant Professor,

NIFT Gandhinagar

Communication
Communication is the transmission of a message from a
sender to a receiver via a medium (or channel) of
transmission.
Four basic components
Sender
Receiver
Medium
Message

The fifth essential components is FEEDBACK, which alerts

the sender as to whether intended message was
received.
Messages are encoded by the sender and then decoded
by the receiver.
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar

Elements of the communication

process

The message initiator (source)

The sender
The receiver
The medium
The message
The target audience (the receivers)
Feedback (the receivers response)
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar

Basic Communication model

Harleen Sahni, Assistant Professor,

NIFT Gandhinagar

Comprehensive communication
model

Harleen Sahni, Assistant Professor,

NIFT Gandhinagar

The Communication Process

ENCODING THE
MESSAGE
Create an ad,
display, or sales
presentation
MESSAGE AS
INTENDED
A promotional idea in
marketers mind

MESSAGE
CHANNEL
Select the media
or other vehicle
to carry the message

NOISE
Competing ads,
other
distractions

DECODING
THE MESSAGE
Receiver compares
message to
frame of reference
MESSAGE
AS RECEIVED
Knowledge, beliefs,
or feelings of
receiver changed

FEEDBACK
RESPONSE
Impact measured
Ranges from simple
using research,
sales,
awareness to
Harleen
Sahni, Assistant Professor,
NIFT Gandhinagar
or another measure
purchase

1. Hjhfj
2. Hdjhfj
3. Jhgsfjh
4. jhgdfhd

Harleen Sahni, Assistant Professor,

NIFT Gandhinagar

1. The source as the message

initiator
The sender (as the initiator of the communication), can
be a formal or an informal source.
A formal source represents either a for-profit
(commercial) or a not-for-profit organization.
An informal source was originally defined as a person
whom the message receiver knows personally, such as a
parent or friend, who gives product information or advice.
Today, informal sources also include people who
influence ones consumption via online social networks
and other web forums.
Consumers often rely on informal sources in making
purchase decisions as they are perceived as having
nothing to gain from the receivers subsequent actions.
Therefore, marketers encourage & even initiate positive
word-of-mouth (WOM) communications about their
products and services.
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar

Impersonal & Interpersonal

communications
Communications can be
Impersonal (Not personal, hence lacking warmth) &
Interpersonal (related to interaction between individuals)

The sources of impersonal communications are

organizations (either for-profit or not-for-profit) that develop
& transmit appropriate messages through their marketing
departments, advertising or public relations agencies and
spokespersons. The targets or receivers of such messages
usually are a specific audience or several audiences that
the organization is trying to inform, influence or persuade.
The senders of Interpersonal communications can be either
formal sources (a salesperson in a physical or virtual
location) or informal sources (peers with whom the
consumer communicates face to face or via electronic
Harleen Sahni, Assistant Professor,
means)
NIFT Gandhinagar

Harleen Sahni, Assistant Professor,

NIFT Gandhinagar

Source credibility
The key factor underlying the persuasive
impact of a personal or interpersonal
message received from either a formal or
informal source is the sources credibility
(the extent to which the receiver trusts and
believes the source sending the message)
The perceived honesty & objectivity of the
sponsor of the communication have
enormous influence on how the
communication is accepted by the receivers.
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar

Reference Groups
From a marketing perspective, reference groups are groups that serve
as frame of reference for individuals in their purchase or consumption
decisions because they are perceived as credible sources.
Reference groups influencing broadly defined values or behavior are
called Normative Reference Groups. (childs NRG is the immediate
family)
Reference groups serving as benchmarks for specific or narrowly
defined attitudes or behavior are called Comparative Reference
Groups. (upper-level executives at workplace whose lifestyle and
clothing appears to be admirable and worthy of imitation)
A group to which a person either belongs or would qualify for
membership is called a Membership group. (the group of men with
whom a young executive plays golf)
There are also groups in which an individual is not likely to receive
membership, despite acting like a member by adopting the groups
values, attitudes and behavior. Such group is a symbolic group.
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar

Credibility of Informal Sources &

WOM
One of the major reasons that informal sources such as
friends, neighbors, and relatives have a strong influence
on a receivers behavior is simply that they are perceived
as having nothing to gain from a product transaction that
they recommend. That is why word-of-mouth
communication is so effective. Interestingly, informal
communications sources, called opinion leaders, often
do profit psychologically, if not tangibly, by providing
product information to others.
Even with informal sources, however, intentions are not
always what they appear to be. Individuals who
experience post purchase dissonance often try to alleviate
their uncertainty by convincing others to make a similar
purchase.
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar

The Word-Of-Mouth environment &

e-WOM
Word-Of-Mouth taking place online is
called e-WOM. Consumption-related
e-WOM occurs online in social
networks, brand communities , blogs
and consumer message boards and
weblogs.
Refer reading material

Harleen Sahni, Assistant Professor,

NIFT Gandhinagar

Strategic marketing applications of

Word-Of-Mouth
Referral programs customers are
rewarded for bringing in new clients
A campaign for Vaseline Clinical Therapy asked the
female consumer who received a free sample of the
product to freely prescribe it to anyone she thought
might need it. the venue selected for the campaign was
Kodiak Island a remote location in Alaska known for its
harsh weather.

Harleen Sahni, Assistant Professor,

NIFT Gandhinagar

Strategic marketing applications of

Word-Of-Mouth contd.
E-WOM brought in a number of campaigns and strategic
initiatives such as buzz agents, viral marketing, e-referrals
& recommendations and responding to negative rumors.
Buzz-Agents: Many firms enlist typical consumers to serve
as their buzz agents who promote products by bringing
them to family gatherings, suggest to store owners who do
not carry a given product that they should do so and talk
other consumers into trying certain products during
shopping trips.
Bzzagent.com recruits buzz agents & assists its clients in creating
buzz marketing campaigns.
P&G has company known as tremor (www.tremor.com)
specializing in targeting teens and their families. Tremor appoints
suitable applicants as buzz agents.
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar

Strategic marketing applications of

Word-Of-Mouth contd.
Viral Marketing consists of encouraging
individuals to pass on an email message to
others, thus creating the potential for exponential
growth in the messages exposure & influence.
Hotmail.com-the first free web email service-gave
away free email addresses & attached a tag to the
bottom of every message encouraging receivers of
email to sign-up with the company
Another effective form of viral marketing is e-referrals
and recommendations.
Highly successful e-merchants such as eBay and
Amazon.com routinely attach links encouraging users to send
notices of their selections to their friends.
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar

The credibility of formal sources

Not-for-profit sources generally have more credibility than for profit
(commercial) sources. Formal sources that are perceived to be
neutral such as Consumer Reports or newspaper articles have
greater credibility than commercial sources because of the perception
that they are more objective in their product assessments.
Because consumer recognize that the intentions of commercial
sources (E.g: manufacturers, service companies, financial institutions,
retailers) are clearly profit oriented, they judge their credibility on
factors as past performance, reputation, the kind and quality of
service they are known to render, the quality and image of other
products they manufacture.
The ability of a quality image to invoke credibility is one of the
reasons for the growth of family brands. Recognizing that a
manufacturer with a good reputation generally has high credibility
among consumers, many companies spend a sizable part of their
advertising budget on institutional advertising, which is designed
to promote a favorable company image rather than to promote
specific products.
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar

Harleen Sahni, Assistant Professor,

NIFT Gandhinagar

The credibility of spokesperson &

endorsers
Consumers sometimes regard the
spokesperson who gives the product
message as the source (or initiator) of
the message.
Many studies have investigated the
relationship between the effectiveness
of the message and the spokesperson
or endorser employed (that is male or
female, a person who appear in a
commercial that is why there are
celebrities in the ads to promote the
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar
product).

The credibility of spokesperson &

endorsers contd.
Key findings of research in this area
The effectiveness of the spokesperson is related to the message itself.
The synergy between the endorser and the type of product or service
advertised is an important factor because according to associative
learning theory, celebrities are conditioned with the products they
promote.
Endorsers who have demographic characteristics (E.g: age, social
class, ad ethnicity) that are similar to those of the target audience are
viewed as more credible and persuasive than those that do not.
The endorsers credibility is not a substitute for corporate credibility;
one study discovered that although the endorsers credibility strongly
impacted the audiences attitudes toward the ad, the perceived
corporate credibility had a strong impact on attitudes toward the
advertised brand.
Marketers who use celebrities to give testimonials or endorse products
must be sure that the specific wording of the endorsement lies within
Harleen Sahni,
Assistant
Professor,
the recognized competence
of the
spokesperson.
NIFT Gandhinagar

Harleen Sahni, Assistant Professor,

NIFT Gandhinagar

Message credibility
The reputation of the retailer who sells the product has
a major influence on message credibility. The aura of
credibility generated by reputable retail advertising
reinforces the manufacturers message as well.
The reputation of the medium that carries the
advertisement also enhances the credibility of the
advertiser. The reputation of the medium for honesty
and objectivity also affects the believability of the
advertising. Consumers often think that a medium they
respect would not accept advertising for products it did
not know were good.
The consumers previous experience with the product
or the retailer has a major impact on the credibility of
Harleen Sahni, Assistant Professor,
the message.
NIFT Gandhinagar

Vendor credibility
The reputation of the retailer who sells the product
has a major influence on message credibility. Products
sold by well-known quality stores seem to carry the
added endorsement (and implicit guarantee) of the
store itself.
If amazon.com recommends it, it must be a good book.

Medium credibility
The reputation of the medium that carries the
advertisement also enhances the credibility of
the message.
The image of Vogue confers added status on the products
Harleen Sahni, Assistant Professor,
advertised within.
NIFT Gandhinagar

Effects Of Time On Source

Credibility: The Sleeper Effect

Harleen Sahni, Assistant Professor,

NIFT Gandhinagar

3. The Target Audience (Receivers)

Receivers decode the messages they
receive on the basis of their personal
experiences and personal characteristics.
A number of factors affect the decoding
and comprehension of persuasive
message including the receivers personal
characteristics, involvement with the
product or product category, the
congruency of the message with the
medium, and the receivers mood.
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar

Harleen Sahni, Assistant Professor,

NIFT Gandhinagar

Personal Characteristics &

Motives
The amount of meaning accurately derived from the
message is a function of the message characteristics,
the receivers opportunity and ability to process the
message, and the receivers motivation. A persons
demographics (such as age, gender, marital status),
socio cultural memberships (social class, race, religion),
and lifestyles are key determinants in how a message is
interpreted.
Personality attitudes and prior learning all affect how a
message is decoded. Perception, based as it is one
expectations, motivation, and past experience, certainly
influences message interpretation.
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar

Involvement & Congruency

People who have little interest (that is a low level of
involvement) in golf, for example, may not pay much
attention to an ad for a specially designed putter; people
who are very interested (highly involved) in gold may read
every word of a highly technical advertisement describing
the new golf club.
One study discovered a relationship between low
involvement and the style and context of an ad. Subjects
with low involvement with the product preferred message
placed within a congruent context. Another study showed
that the congruency between the nature of the television
program and the advertisement affected the level of viewer
recall.
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar

Mood
Mood, or affect, plays a significant role in how a
message is decoded. A consumers mood (E.g:
cheerfulness or unhappiness) affects the way in which
an advertisement is perceived, recalled, and acted
upon.
Marketers of many image-centered products such as
perfume, fashion, and liquor have found that appeals
focused on emotions and feelings associated with
these products are more effective than rational
appeals depicting the products benefits. Advertisers
have found that emotional appeals work well even for
technologically complex products.
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar

Barriers to communication

Harleen Sahni, Assistant Professor,

NIFT Gandhinagar

Selective Exposure to
messages
Consumers selectively perceive
advertising messages. They read ads
carefully for products they are
interested in and tend to ignore
advertisements that have not
interest or relevance to them.
Technology provides consumers with
increasingly sophisticated means to
control their exposure to media.
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar

Psychological noise
Psychological noise in the form of competing
advertising messages or distracting thoughts, can
impact the reception of a promotional message.
Some strategies that marketers use to overcome
Psychological noise Repeated exposure to an advertising message
Copywriters often use contrast to break through
Psychological noise & advertising clutter.
Digital technologies allow marketers to monitor the
consumers visits to web sites, infer the persons
interests from this data, design & send customized
promotional messages.
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar

4. The media as the channels for

transmitting messages
Medium, or communication channel, can be
impersonal (e.g., mass medium) or
interpersonal (e.g., a formal conversation
between a salesperson & a customer).
Today, there are two types of media that
marketers use
Mass media (print newspapers, magazines,
billboards, broadcast radio, TV)
New communication technologies grouped under
the term new media (also termed as alternative or
nontraditional media)
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar

Targeting consumers through mass

media
Media strategy is an essential component of a
communication plan. It calls for the placement
of ads in the specific media read, viewed or
heard by each targeted audience. To accomplish
this, advertisers develop, through research, a
consumer profile of target customers. Media
organizations research their own audiences and
develop descriptive audience profiles.
A cost-effective media choice is one that closely
matches the advertisers consumer profile to a
mediums audience profile.
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar

Targeting consumers through new

(nontraditional) media
New media are more dynamic than
traditional mass media. While mass
media transmit the same message to
all the members of a given audience
and the receivers are passive,
messages transmitted via new media
are:
Addressable
Interactive
Response-measurable
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar

New Media contd.

Out-of-Home & On-the-Go media
Online and Mobile media
Interactive TV (iTV)
Refer reading material

Harleen Sahni, Assistant Professor,

NIFT Gandhinagar

Designing Persuasive
Messages
A message can be verbal, nonverbal or a combination
of the two. The message is the thought, idea, attitude,
image or other information that the sender wishes to
convey to the intended audience.
In order to create persuasive communications, the
sponsor (who may be a individual, a for-profit company,
or a not-for-profit organization) must first establish the
objectives of the communication, then select the
appropriate audiences for the message and the
appropriate media through which to reach them, and
then design (encode) the message in a manner that is
appropriate to each medium and to each audience.
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar

An ad portraying nonverbal, symbolic

communications (in form of hand gestures)
in three cultures
Egypt
Be patient

Italy
What exactly do
you mean?
Greece
Thats just
perfect

Harleen Sahni, Assistant Professor,

NIFT Gandhinagar

Behavior theories & persuasive

messages
Among behavioral theories, the prospect theory
deals with the pleasure based on change in
conditions as compared to the existing conditions of
consumers. (cars, housing apartments etc.)
The framing theory examines a product in light of
other products (toilet cleaners claiming to be
superior than acid-based cleaners)
The recovery theory highlights the undue weightage
given to recent experiences (the degree of loyalty of
consumers associated with modern coffee outlets
and modern retail formats in urban markets can be
associated with the recency theory)
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar

Message Characteristics

Harleen Sahni, Assistant Professor,

NIFT Gandhinagar

Message structure &

presentation
Resonance
Message framing
One-sided versus two-sided
messages
Order effects

Harleen Sahni, Assistant Professor,

NIFT Gandhinagar

Message structure & presentation contd.

Resonance - Advertising resonance is
wordplay, often consisting of a humorous
double meaning, and usually accomplished by a
relevant picture.
By using resonance in ads, marketers hope to increase
the chances that consumers will notice their ads,
remember them and view them favorably.

Message Framing - Messages might be

framed in two ways Stressing on benefits to be gained by using a specific
product (positive message framing)
Stressing on benefits to be lost by not using the
Harleen Sahni, Assistant Professor,
product (negative
message
framing)
NIFT Gandhinagar

Wordplay in advertising

Harleen Sahni, Assistant Professor,

NIFT Gandhinagar

Message structure & presentation contd.

One-sided versus Two-sided messages One-sided
messages (supportive) stress only positive factors about
their products & pretend that competition does not exist.
For many products, specially when audience is well
educated, or if it is likely to hear opposing claims, then a
two-sided (refutational) messages are likely to be more
effective.
The credibility of an advertised claim can often be
enhanced by actually disclaiming superiority of some
product features in relation to a competing brand or by
not claiming that the product is a universal cure.
Ads of anti-dandruff shampoo, disinfecting floor cleaners, dettol
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar

Two sided messages

Listerine
Listerine tastes bad twice a day

Heinz
Heinz Ketchup is slow good

Harleen Sahni, Assistant Professor,

NIFT Gandhinagar

Message structure & presentation

contd.
Order effects When should the
commercial be presented?
The order in which a message is
presented affects audience receptivity.
Some researchers have found that the
material presented first produces a
greater effect (primacy effect), whereas
others have found that the material
presented last is more effective (recency
effect).
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar

Persuasive Capabilities & Limitations Of

Major Medias:
Characteristics of the medium

Harleen Sahni, Assistant Professor,

NIFT Gandhinagar

4. Characteristics of the medium

contd.

Harleen Sahni, Assistant Professor,

NIFT Gandhinagar

4. Characteristics of the medium

contd.

Harleen Sahni, Assistant Professor,

NIFT Gandhinagar

4. Characteristics of the medium

contd.

Harleen Sahni, Assistant Professor,

NIFT Gandhinagar

4. Characteristics of the medium

contd.

Harleen Sahni, Assistant Professor,

NIFT Gandhinagar

4. Characteristics of the medium

contd.

Harleen Sahni, Assistant Professor,

NIFT Gandhinagar

4. Characteristics of the medium

contd.

Harleen Sahni, Assistant Professor,

NIFT Gandhinagar

Advertising appeals
1.
2.
3.
4.
5.
6.
7.
8.

Comparative Advertising
Fear
Humor
Abrasive Advertising
Sex in Advertising
Audience Participation
Timely Advertising
Celebrities
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar

Groups

Group
Group
Group
Group
Group
Group
Group
Group

1- Roll No. 1-5

2 - Roll No. 6-10
3- Roll No. 11-15
4- Roll No. 16-20
5- Roll No. 21-24
6- Roll No. 25-28
7- Roll No. 29-32
8- Roll No. 33-36
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar

Advertising appeals contd.

Harleen Sahni, Assistant Professor,

NIFT Gandhinagar

Comparative Advertising
Comparative advertising is a widely used
marketing strategy in which a marketer
claims product superiority for its brand over
one or more explicitly named or implicitly
identified competitors, either on an overall
basis or on selected product attributed.
Comparative advertising is useful for
product positioning, for target market
selection, and for brand positioning
strategies.
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar

Fear
Fear is an effective appeal used in marketing
communications. Some researchers have found a
negative relationship between the intensity of fear
appeals and their ability to persuade, so that strong
fear appeals tend to be less effective than mild fear
appeals.
Strong fear appeals concerning a highly relevant topic
(such as cigarette smoking) cause the individual to
experience cognitive dissonance, which is resolved
either by rejecting the practice or by rejecting the
unwelcome information.
Marketers must also consider that the mention of
possible detrimental effects of using a product while
proclaiming its benefits may result in negative
attitudes towardsHarleen
the Sahni,
product
Assistant itself.
Professor,
NIFT Gandhinagar

Humor
Many marketers use humorous appeals in the belief that humor
will increase the acceptance and persuasiveness of their
advertising communications.
Impact of Humor on Advertising:
Humor attracts attention.
Humor does not harm comprehension.
Humor does not enhance source credibility.
Humor enhances liking.
Humor that is relevant to the product is superior to humor that is
unrelated to the product.
Audience demographic factors affect the response to humorous
advertising appeals.
The nature of the product affects the appropriateness of a humorous
treatment.
Humor is more effective with existing products than with new products.
Humor is more appropriate for low-involvement products and feelingoriented products than for high-involvement products.
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar

Abrasive Advertising
How effective can unpleasant or annoying ads are?
Studies of the sleeper effect, suggest that that
memory of an unpleasant commercial that
antagonizes listeners or viewers may dissipate
over time, leaving only the brand name in the
minds of consumers. All of us have at one time or
another been repelled by so-called agony
commercials.
The Sleeper Affect - Both positive and negative
credibility effects tend to disappear after a period of time.

Harleen Sahni, Assistant Professor,

NIFT Gandhinagar

Sex in Advertising
Sensual advertising is used by
marketers to provoke attention with
suggestive illustrations, crude
language, and nudity in an efforts to
appear contemporary.
Calvin Klein, cologne, Cosmo, Maxim

Harleen Sahni, Assistant Professor,

NIFT Gandhinagar

Audience Participation
The provision of feedback changes the
communications process from one way to
two way communication.
This is important to senders because it
enables them to determine whether and
how well communication has taken place.
But feedback also is important to
receivers because it enables then to
participate, to be involved, to experience
in some way the message itself.
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar

Timely Advertising
Related to current events - festivals,
sports, season, etc.

Harleen Sahni, Assistant Professor,

NIFT Gandhinagar

Celebrities
Ties product image to famous
person
MJ & Jackie Chan for Hanes

Harleen Sahni, Assistant Professor,

NIFT Gandhinagar

Feedback The Receivers Response

It is essential for the sender to obtain
communication feedback as promptly and as
accurately as possible. Only though feedback can
the sender determines whether and how well the
message has been received.
An important advantage of interpersonal
communication is the ability to obtain immediate
feedback through verbal as well as nonverbal cues.
Experienced speakers are very attentive to
feedback and constantly modify their messages
based on what they see and hear from the
audience. Immediate feedback is the factor that
makes personal selling so effective.
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar

Feedback The Receivers Response contd.

Obtaining feedback is an important in
impersonal (mass) communications as it is in
interpersonal communications. Indeed,
because of the high costs of advertising space
ad time in mass media, many marketers
consider impersonal communication feedback
to be even more essential.
Unlike interpersonal communications
feedback, mass communications feedback is
rarely direct; instead, it is usually inferred.
Senders infer how persuasive their messages
are from the resulting action (or inaction) of
the targeted audience.
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar

Feedback determines the messages

effectiveness
In evaluating the impact of their
advertising messages, marketers
must measure their
exposure effects (how many consumers
were exposed to the message?)
Persuasion effects (was the message
received, understood and interpreted
correctly)
Sales effects (did the ad increase sales)
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar

Media & Message exposure

message
These measures assess how many
consumers received the message
and construct a profile of those who
received it.
(the largest syndicated company that
collects such data and sells it to
advertisers and other organizations in
Nielsen)
The tools used to monitor the total
media exposure are portable people
Harleen Sahni, Assistant Professor,
meters (small,
GPS
enable devices)
NIFT
Gandhinagar

Message attention, interpretation &

recall measures
Physiological measures track bodily responses
to stimuli (eye tracking, brain wave analysis,
facial electromyography Facial EMG)
Attitudinal measures gauge consumers
cognitive responses to messages, including
their levels of involvement with the message.
(theatre tests viewers use dials to indicate
their level of interests for an ad, Likert scale,
recall & recognition measures such as day-after
recall tests)
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar