PROJECT REPORT ON

IMPACT OF TV COMMERCIAL ON CONSUMER BEHAVIOUR

CHAPTER 1
1.1 ABSTRACT
Advertising is a form of communication used to help sell products and services. Typically it communicates a message including the name of the product or service and ho that product or service could potentially !enefit the consumer. "o ever# Advertising does typically attempt to persuade potential customers to purchase or to consume more of a particular !rand of product or service. $odern advertising developed ith the rise of mass production in the late 1%th and early &'th centuries. The crescendo of cele!rities endorsing !rands has !een steadily increasing over the past &' years or so. $ar(eters overtly ac(no ledge the po er of cele!rity in influencing !uyer)s purchase decision. They have firm !elieve that li(ea!ility or a favora!le attitude to ards a !rand is created !y the use of a cele!rity. The crore of rupees spent per year on cele!rity endorsement contracts sho that cele!rities li(e Amita!h *achchan# +haru(h (han and +achin uni-ue features or special attri!utes upon a product Tendul(ar play an important role for the advertising industry. ,t is an esta!lished fact that cele!rity endorsement can !esto that it may have lac(ed other ise. $y pro.ect deals a !rand. ,n other ith impact advertisement that creates on a consumer !ehavior to ards ords# ho does an television advertisement lure a customer to go and

purchase the product. /oes he purchase !ecause of the !enefits or !ecause he li(ed the advertisement hich has created a positive impact on him.

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1.2 SYNOPSIS
The influence of advertising on our lives# for !oth children and adults# has changed over the years. ,n the early days# advertising for toys and other products for children primarily targeted to ard parents and their message aimed directly at 0hoo(ing0 (ids at a very early age. There have al ays !een advertisers as today# those ho mar(et to all audience. Clearly products such as ere small. Just hat as as as direct. Today ho ever# things

have changed. $ar(eting messages are more sophisticated# more pervasive# and are

toys and sugary cereals have !een around since !efore our grandparents interested audience. $any years ago ho ever# it an advertisement and far reaching. hat asn)t. Advertisements

ho made such products developed ad campaigns to promote them to an as a !it easier to recogni1e ere limited to displays in a store# a

ne spaper ad# or a !rief spot on T2 or radio. The influence of advertising is increasingly

Today# ads are much more pervasive and less recogni1a!le as a sales pitch. 3or instance# hile eating at a favorite child oriented fast food restaurant# a child may receive a toy. That toy may also !e tied to a movie# a cartoon# a video game# or to a e!site that offers additional games# toys# and related products. *oo(s# clothing# accessory items# !ac(pac(s# cell phones# scooters and more are all tied to the same theme. These ads targeted to ard adults# create a need products. Advertising is no longer limited to store displays# radio and T2 commercials# and ne spaper ads. $ovies# cartoons# video games and more are also developed for the purpose of mar(eting additional products. As e are !om!arded ith ads from every direction# even as adults these games# movies# children)s meals# e!sites etc. are seldom here none e4isted previously. They also hoo( children# and su!se-uently their parents# into an endless loop of !uying more and more

recogni1ed as the mere mar(eting methods that they are. 6ith increased prevalence and su!tlety# the influence of advertising has gro n enormously.

1.3 ABOUT THE STUDY

1.3.1 Need of the st d!" Advertisements in television plays very critical role in promoting any particular !rand. ,t creates impact on consumer hich further triggers consumer !ehavior. Particularly# good advertisement creates very strong !rand impact and long lasting recall for e.g. recent T2 commercial of 7it (at have created very positive impact. "o ever# the prime important is that T2 commercial should not only create an impact !ut also triggers change in consumer !ehavior. 6hen a commercial can ma(e change in consumer !ehavior# than only e can say that a commercial is good and has helped in increasing sales. Only !rand recall ould not suffice organi1ation vision and mission. Thus this is here , felt to study that hat (ind of impact T2 commercials ma(e and try to understand that is there any change in consumer !ehaviour 1.3.2 O#$e%t&'e of the st d!" To study !asics of consumer !ehavior and advertising as a concept To understand T2 commercials# study past records and determine the impact made !y these commercial on !uyer !ehaviour To analy1e five recent commercials and to study that does this commercials have made change in consumer !ehaviour 1.3.3 S%o(e of the st d!" The pro.ect encompasses understanding of theory ith respect to consumer !ehavior herein each it8s impact on and advertising as a concept. The study is spread across five chapters chapter tries to understand various facets of T2 commercials and consumer !ehavior.

1.3.) D*t* %o++e%t&o," /ata is collected ith the help of primary as ell as secondary sources. Primary sources includes on field survey ith the help of -uestionnaire and secondary sources includes

!oo(s# maga1ines# .ournals etc 1.3.- L&.&t*t&o," Advertisement covers various forms li(e radio# outdoor etc. The pro.ect aims to Primary data is collected pertaining to recent five televisions commercial only due understand change in consumer !ehavior ith the help of television media only to time and geographic constraint

CHAPTER 2

2.1 INTRODUCTION TO ADVERTISEMENT

Advertising# sales promotion and pu!lic relations are mass<communication tools availa!le to mar(eters. As its name suggests# mass communication uses the same message for everyone in an audience. The mass communication tools trade off the advantage of personal selling# the opportunity to tailor a message to each prospect# for the advantage of reaching many people at a lo er cost per person. Today# definitions of advertising a!ound. 6e might define it as communication process# a mar(eting process# an economic and social process# a pu!lic relations process or information and persuasion process. /unnetal. vie ed advertising from its functional perspectives# hence they define it as a paid# non<personal communication through various media !y !usiness firms# non<profit organi1ation# and individuals and ho are in some ay identified in the advertising message ho hope to inform or persuade mem!ers of a particular audience. $orden is of the

opinion that advertising is used to esta!lish a !asic a areness of the product or service in the mind of the potential customer and to !uild up (no ledge a!out it. 7otler =1%>>? sees advertising as one of the four ma.or tools companies use to direct persuasive communications to target !uyers and pu!lic noting that @it consists of non<personal forms of communication conducted through paid media under clear sponsorshipA. According to him# the purpose of advertising is to enhance potential !uyers8 responses to the organi1ation and its offering# emphasi1ing that @it see(s to do this providing information# !y channeling desire# and !y supplying reasons for preferring a particular organi1ation8s offer. 6hile riting on advertising nature and scope# Et1el et al. =1%%B? succinctly capture all

advertising as having four featuresC =i? A ver!al and or visual message =ii? A sponsor ho is identified

=iii? /elivery through one or more media =iv? Payment !y the sponsor to the media carrying the message. +ummari1ing the a!ove# they conclude that @advertising then consist of all the activities involved in presenting to an audience a non<<personal# sponsor<identified# paid<for message a!out a product or organi1ationA. Those vie s of Et1eletal. =1%%B? coincide ith the simple !ut all<em!racing definitions of /avies =1%%>? and Arens =1%%;?. 3or instance# hile /avies states that @advertising is any paid form of non<personal media descri!es advertising as @the personal presentation promoting ideasDconcepts# good s or services !y an identified sponsor. Arens e4pressing almost the same vie communication of information usually paid for and usually persuasive in nature a!out products =goods and services? or ideas !y identified sponsors through various mediaA. 3rom the foregoing# it could !e concluded that the purpose of advertising is to cerate a areness of the advertised product and provide information that ill assist the consumer to ma(e purchase decision# the relevance of advertising as a promotional strategy# therefore# depends on its a!ility to influence consumer not only to purchase !ut to continue to repurchase and eventually develop<!rand loyalty. Conse-uently# many organi1ations e4pend a huge amount of money on advertising and !rand management. A !rand is a name given !y a manufacturer to one =or a num!er? of its products or services. *rands are used to differentiate products from their competitors. They facilitate recognition and purchasers here customers have !uilt up favora!le attitude to ards the product# may speed the individual !uyers through the purchase decision process. ,ndividual ill filter out unfavora!le or un<(no n !rands and the continued purchase of ill reinforce the !rand loyal !ehaviour. 6ithout !rands# consumer ould !e nearly the !randed product impossi!le.

couldn8t differentiate one product from another and advertising then

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2.2 ORI/IN AND DEVELOPMENT OF ADVERTISIN/

,t has !een rongly assumed that the advertising function is of recent origin. Evidences hen the use of the surname indicated a man8s as the use of signs as a visual suggest that the Romans practiced advertisingE !ut the earliest indication of its use in this country dates !ac( to the middle Ages# occupation. The ne4t stage in the evolution of advertising

e4pression of the tradesman8s function and a means of locating the source of goods. This method is still in common use. The seller in primitive times relied upon his loud voice to attract attention and inform consumers of the availa!ility of his services. ,f there ere many competitors# he relied upon his o n personal magnetism to attract attention to his merchandise. Often it !ecame necessary for him to resort to persuasion to pinpoint the advantages of his products. Thus# the seller as doing the complete promotion .o! himself. /evelopment of retail stores# made the traders to !e more concerned supplies a!out attracting !usiness. ere necessary. +igns ere ith the ,nforming customers of the availa!ility of as highly important. +ome types of outside promotion on stores and in prominent places around the city and notices in printed matters sometimes used. 6hen customers ere finally attracted to the store and satisfied service at least once# they

ere still su!.ected to competitive influencesE therefore# the

merchant8s signs and advertisements reminded customers of the continuing availa!ility of his services. +ometimes traders ould tal( to present and former customers in the streets# or .oin social organi1ations in order to have continuing contacts potential customers. As the mar(ets gre larger and the num!er of customers increased# the importance of as placed on advertising methods of ere more attracting them also gre . ,ncreasing reliance ith present and

informing a!out the availa!ility of the products. These advertising methods

economical in reaching large num!ers of consumers. 6hile these advertising methods ere useful for informing and reminding# they could not do the persuasion once the customers hole promotional .o!. They ere used only to reach each consumer personally. The merchant still used personal ere attracted to his store. The invention of hand press increased the potentialities of advertising. *y +ha(espeare8s times# posters had made their appearance# and assumed the function of fostering demand for e4isting products. Another important event as the emergence of the pamphlet as an advertising medium. ant to cost of posters and hand!ills encouraged a The early e4amples of these pamphlets disclose their sponsorship !y companies generate good ill for their activities. The lo num!er of pu!lishers to e4periment ith other methods.

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2.3 UNDERSTANDIN/ ADVERTISN/

Advertising is a non<personal form of promotion that is delivered through selected media outlets that# under most circumstances# re-uire the mar(eter to pay for message placement. Advertising has long !een vie ed as a method of mass promotion in that a single message can reach a large num!er of people. *ut# this mass promotion approach presents pro!lems since many e4posed to an advertising message may not !e "o ever# this is changing as ne ithin the mar(eter8s target mar(et# and thus# may !e an inefficient use of promotional funds. advertising technologies and the emergence of ne here the message years media outlets offer more options for targeted advertising. Advertising also has a history of !eing considered a one< ay form of mar(eting communication receiver =i.e.# target mar(et? is not in position to immediately respond to the message =e.g.# see( more information?. This too is changing. 3or e4ample# in the ne4t fe technologies ill !e readily availa!le to ena!le a television vie er to clic( a !utton to ill move a ay from a one< ay that advertising does not stimulate
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re-uest more details on a product seen on their favorite T2 program. ,n fact# it is e4pected that over the ne4t 1'<&' years advertising that may change as advertising evolves is the vie communication model and !ecome one that is highly interactive. Another characteristic

immediate demand for the product advertised. That is# customers cannot -uic(ly purchase a product they see advertised. *ut as more media outlets allo improve. ,N3OR$ UNAWARE PER+FA/E AWARENES SS RE$,N/ INTENT PURCHASE customers to interact ith ill the messages !eing delivered the a!ility of advertising to -uic(ly stimulate demand

Advertising is only one element of the promotion mi4# !ut it often considered prominent in the overall mar(eting mi4 design. ,ts high visi!ility and pervasiveness made it as an important social and encomia topic in ,ndian society. Promotion may !e defined as @the co<ordination of all seller initiated efforts to set up channels of information and persuasion to facilitate the scale of a good or service.A Promotion is most often intended to !e a supporting component in a mar(eting mi4. Promotion decision must !e integrated and co<ordinate ith the rest of the mar(eting mi4# particularly productD!rand decisions# so that it may effectively support an entire mar(eting mi4 strategy. The promotion mi4 consists of four !asic elements. They areC< Advertising Personal +elling +ales Promotion# and Pu!licity Advertising is the dissemination of information !y non<personal means through paid media here the source is the sponsoring organi1ation. Personal selling is the dissemination of information !y non<personal methods# li(e face<to<face# contacts !et een audience and employees of the sponsoring organi1ation. The source of information is the sponsoring organi1ation.
+ales promotion is the dissemination of information through a

ide variety of hich

activities other than

personal selling# advertising and pu!licity

stimulate consumer purchasing and dealer effectiveness.

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 Pu!licity is the disseminating of information !y personal or non<personal means and is not directly paid !y the organi1ation and the organi1ation is not the source. 2.3.1 0h*t Ad'e1t&se.e,t Is2 Advertisement is a mass communicating of information intended to persuade !uyers to !uy products ith a vie to ma4imi1ing a company8s profits. The elements of advertising areC ,t is a mass communication reaching a large group of consumers. ,t ma(es mass production possi!le. ,t is non<personal communication# for it is not delivered !y an actual person# nor is it addressed to a specific person. ,t is a commercial communication !ecause it is used to help assure the advertiser of a long !usiness life ith profita!le sales. Advertising can !e economical# for it reaches large groups of people. This (eeps the cost per message lo . The communication is speedy# permitting an advertiser to spea( to millions of !uyers in a matter of a fe hours.
Advertising is identified communication. The advertiser signs his name to his

advertisement for the purpose of pu!lici1ing his identity. 2.3.2 Ad'e1t&s&,3 O#$e%t&'es Each advertisement is a specific communication that must !e effective# not .ust for one customer# !ut for many target !uyers. This means that specific o!.ectives should !e set for each particular advertisement campaign. Advertising is a form of promotion and li(e a promotionE the o!.ectives of advertising should !e specific. This re-uires that the target consumers should !e specifically identified and that the effect hich advertising is intended to have upon the consumer should !e clearly indicated. The o!.ectives of advertising ere traditionally stated in terms of direct sales. No # it is to vie advertising as having communication o!.ectives that see( to inform persuade and remind potential customers of the orth of the product. Advertising see(s to condition the consumer so that heDshe may have a favora!le reaction to the promotional message. Advertising

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o!.ectives serve as guidelines for the planning and implementation of the entire advertising programme. 2.3.3 The #*s&% o#$e%t&'es of *, *d'e1t&s&,3 (1o31*..e .*! #e +&sted *s #e+o4" To stimulate sales amongst present# former and future consumers. ,t involves a decision regarding the media# e.g.# T2 rather than print E To communicate ith consumers. This involves decision regarding copyE To retain the loyalty of present and former consumers. Advertising may !e used to reassure !uyers that they have made the !est purchase# thus !uilding loyalty to the !rand name or the firm. To increase support. Advertising impliedly !olsters the morale of the sales force and of distri!utors# holesalers# and retailers# E it thus contri!utes to enthusiasts and confidence attitude in the organi1ation. C To pro.ect an image. Advertising is used to promote an overall image of respect and trust for an organi1ation. This message is aimed not only at consumers# !ut also at the government# shareholders# and the general pu!lic.

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2.) ADVERTISIN/ DEFINITION AND CLASSIFICATION

2.).1 Def&,&t&o, of *d'e1t&s&,3 The ord advertising originates from a Gatin ord advertise# hich means to turn to. The dictionary meaning of the term is @to give pu!lic notice or to announce pu!liclyA .Advertising may !e defined as the process of !uying sponsor<identified media space or time in order to promote a product or an idea. The American $ar(eting Association# Chicago# has defined advertising as @any form of non<personal presentation or promotion of ideas# goods or services# !y an identified sponsor.A

P1&,t Med&* Print media is a very commonly used medium of advertising !y !usinessman. ,t includes advertising through ne spaper# maga1ines# .ournals# etc. and is also called press advertising. a? Ne spapers Hou must have read Ne spapers. ,n our country ne spapers are pu!lished in English# "indi# Tamil and various other languages. These are the sources of ne s# opinions and

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current events. ,n addition# Ne spapers are also a very common medium of advertising. The advertiser communicates his message through ne spaper of people. Advantages Ne spapers normally have ide circulation and a single advertisement in the ne spaper can -uic(ly reach to a large num!er of people. The cost of advertising is relatively lo !ecause of ide pu!lication. Ienerally ne spapers are pu!lished daily. Thus# the same advertisement can !e repeated fre-uently and remind reader every day. The matter of advertisement can !e given to ne spapers at a very short notice. An even last minute change in the content is also possi!le. This ma(es advertising -uite fle4i!le. Ne spapers are pu!lished from different regions and in different languages. "ence# they provide greater choice to advertisers to approach the desired mar(et# region and readers through local or regional language Gimitations Ne spapers are read soon after they are received and then are (ept generally in some corner of the houses. After &9 hours ma(es the life of the ne spaper short. People read ne spapers mainly for ne s and pay casual attention to advertisement. ,lliterate persons can not read and thus# ne spaper advertising does not !enefit them. !? Periodicals Periodicals are pu!lications hich come out regularly !ut not on a daily !asis. These may !e pu!lished on a ee(ly# fortnightly# monthly# !imonthly# -uarterly or even yearly !asis. 3or e4ample you must have come across maga1ines and .ournals li(e ,ndia Today# e get a fresh ne spaper and this hich reaches to millions

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3emina# etc. All these periodicals have a large num!er of readers and thus# advertisements pu!lished in them reach a num!er of people.

Advantages Periodicals have a much longer life than ne spapers. These are preserved for a long period to !e referred in future or read at leisure or read again# re-uired. Periodicals have a selected readership and so advertisers can (no target customers and accordingly selective advertisements are given. Gimitations Advertising in periodicals is costlier. The num!ers of people to hom the advertisements reach are small in comparison to ne spapers. The advertisement materials are given much in advanceE hence last minute change is not possi!le. This reduces fle4i!ility. E+e%t1o,&% Med&* This is a very popular form of advertising in the modern day mar(eting. This includes Radio# television and ,nternet. R*d&o Ad'e1t&s&,3 All of us are a are a!out a radio and must have heard advertisements for various products in it. ,n radio there are short !rea(s during transmission of any programme !y advertisers. Advantages ,t is more effective as people hear it on a regular !asis.
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henever

a!out their

hich is filled !y

advertisements of products and services. There are also popular programmes sponsored

 ,t is also useful to illiterates# ho can not read and rite. There are places radio. 3or e4ample# you can hear radio can not read ne spaper. +imilarly# ne spaper. Gimitations A regular listener may remem!er The message that any advertisement hat he has heard. *ut# occasional listeners ants to communicate may not !e proper as tend to forget hat they have heard in Radio. there is no chance to hear it again immediately. There may !e some other distur!ances that distort communication. ,n comparison to Television# Radio is less effective as it lac(s visual impact. Te+e'&s&o, Ad'e1t&s&,3 6ith rapid gro th of information technology and electronic media# television has topped the list among the media of advertising. T2 has the most effective impact as it appeals to !oth eye and the ear. Advantages ,t is most effective as it has an audio<visual impact. 6ith catchy slogans# song and dance se-uences# famous personalities e4hi!iting products# T2 advertising has a lasting impact. 6ith varieties of channels and programmes advertisers have a lot of choice to select the channel and time to advertise. 6ith regional channels coming up any person even illiterates can advertisements and understand it !y seeing and hearing. Gimitations T2 advertisements are usually e4pensive to prepare as ell as to telecast. atch the hile traveling on road or or(ing at homeE !ut you hile driving you can hear a radio !ut cannot read a here ne spapers reading may not possi!le# !ut you can hear

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 6ith almost every manufacturer trying to communicate their message through T2 advertising the impact among the vie ers is also reducing. No <a<days people are s itching on channels henever there is a commercial !rea(. I,te1,et ,t is the latest method of communication and gathering information. ,f you have a computer and ith an access to internet you can have information from all over the orld ithin a fraction of second. Through internet you can go to the manufacturer or service provider and gather information. +ometimes e!site of any hen you do not

have e!site addresses you ta(e help of search engines or portals. ,n almost all the search engines or portals different manufactures or service providers advertise their products. Advantages ,nformation from all over the orld is made availa!le at the doorsteps. Fser can see the advertisement at their o n time and as per their re-uirement. Gimitations ,t is not accessi!le ithout a computer. ,t is not very suita!le for general pu!lic. ,t is not suita!le for illiterate and those having no (no ledge a!out the operation of ,nternet. Othe1 Med&* All the media of advertising discussed a!ove are mostly used !y consumers hile they are at home or inside any room# e4cept radio and ne spapers or maga1ines to some e4tent. $oreover in all these media# the consumer has also to spend some money to access the advertisement. "o ever# there are other media availa!le# has to spend nothing and he can see such advertisements here the consumer hile moving outside. +ome of

such advertising are hoardings# posters# vehicular displays# gift items# etc. Ho*1d&,3s
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6hile moving on roads you must have seen large hoardings placed on iron frames or roof tops or alls. These are normally !oards on hich advertisements are painted or electronically designed so that they are visi!le during day or night. The advertisers have to pay an amount to the o ners of the space# here the hoardings are placed. Poste1s Poster are printed and posted on country. Veh&% +*1 d&s(+*!s Hou must have seen advertisements on the pu!lic transport li(e !uses# trains# etc. Fnli(e hoardings these vehicles give mo!ility to advertisements and cover a large num!er of people. alls# !uildings# !ridges etc to attract the attention of customers. Posters of films hich are screened on cinema halls are a common sight in our

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2.- ADVERTISIN/ PLANNIN/ 5 FRAME0OR6

Plans are nothing# planning is everything < / ight /. Eisenho er The advertising management is mainly concerned The advertising manager ith planning and decision ma(ing. ill !e involved in the development# implementation# and

overall management of an advertising plan. The development of an advertising plan essentially re-uires the generation and specification of alternatives. /ecision ma(ing involves choosing from among the alternatives. The alternatives can !e various levels of e4penditure# different (inds of o!.ectives or strategy possi!ilities# and (inds of options ith copy creation and media choices. Thus# the essence of planning is to find out the feasi!le alternatives and reduce them to decisions. An advertising plan reflects the planning and decision Jma(ing process and the decisions that have !een arrived at in a particular product and mar(et situation. 2.-.1 The Ad'e1t&s&,3 P+*, As pointed out earlier# advertising plan and decision ma(ing focus on three crucial areasE o!.ectives and target selection# message strategy and tactics# and media strategy and tactics. Get us ela!orate on these pointsC O!.ectives and Target +election O!.ectives in advertising can !e understood in many ays. An important part of the o!.ective is the development of a precise# disciplined description of the target audience. ,t is often tempting to direct advertising at a !road audienceE !ut everyone is a potential customer. ,t is !est to consider directing the advertising to more selected groups to develop stimulating copy. ,t is -uite possi!le to develop several campaigns# each directed at different segments of the mar(et# or to develop one campaign !ased on multiple o!.ectives.

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$essage +trategy and Tactics $essages strategy must decide hat the advertising is meant to communicate J !y ay of !enefits# feelings# !rand personality# or action content. Once the content of the campaign has !een decided# decisions must !e made on the !est<most effective< ays of communicating that content. The decisions# such as the choice of a spo(esperson# the use of humor or fear or other tones# and the selection of particular copy# visuals# and layout# are hat e call @message tacticsA $edia +trategy and Tactics $essage strategy is concerned ith decisions a!out ho much is to !e allocated to create many media rupees hich and test advertising copy# media strategy concerns decisions on ho

to spend on an advertising campaign. $edia tactics comprise the decisions on etc.? to spend these dollars. E7te1,*+ f*%to1s

specific media =television# radio maga1ines# etc.? or media vehicles =Reader8s /igest#

The e4ternal factors in the planning frame or( are environmental# social and legal considerations. To a considera!le e4tent# these e4ist as constraints on the development of an advertising plan and decision ma(ing. ,n developing specific advertisement# there are certain legal constraints that must !e considered. /eceptive advertising is for!idden !y la . 6hat is deceptive is often difficult# !ecause different people can have different perceptions of the same advertisements. Thus# an advertiser specific# relevant information must !e ell a are of and ethical sense and of other aspects of advertising regulation. Even more difficult consideration for people involved in the advertising effort is !road social and economic issues as stated !elo . K/oes advertising raise prices or inhi!it competitionL ho attempts to provide hat constitutes deception in a legal

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 ,s the use of se4 or fear appeals is appropriateL 6omen and minority groups are

e4ploited in advertising !y casting them in highly stereotyped roles. ,s it more irritating than entertainingL ,s an intrusion into an already e4cessively polluted environmentL Advertising directed at children.

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2.8 CONSUMER BEHAVIOUR

Possi!ly the most challenging concept in the mar(eting is to deal over the last fe years. The ,ndian consumer today comfort. "e ith understanding the !uyer !ehaviour. The attitude of ,ndian consumers has undergone a ma.or transformation ants to lead a life full of lu4ury and ants to live in present and does not !elieve in savings for the future. An

important and recent development in ,ndia8s consumerism is the emergence of the rural mar(et for several !asic consumer goods. The ,ndian middle class has provided a !ig !oost to the consumer culture during the recent past and it is hoped that their !uying !ehaviour ill continue to change in the coming future. /ue to fast gro th of the services sector per capita income of people of ,ndia is also increasing. The num!er of middle class is increasing due to another fact that people are fast shifting from agriculture to the services and industry sector here gro th prospects are reasona!ly high as compared to the agriculture sector hich is sho ing slo gro th. The consumption pattern of a country depends on li!erali1ation of economic policies# !uying ha!its of the younger generation# financial independence at a young age# increase in num!er of nuclear families and increase in media e4posure of the people. The tastes and preferences of the current generation are changing rapidly. The current generation does not mind paying e4tra for !etter facilities and am!ience. Another ma.or factor that has led to increased consumerism is the gro th of credit culture in ,ndia. The ,ndian consumer does not feel shy to purchase products on credit and pay tomorro for hat they use or !uy today. This tendency has led to a tremendous increase in purchase of homes# cars# t o< heelers and consumer goods. The mar(et for lu4ury products in ,ndia is also clim!ing at an astonishing rate as compared to a decade ago hen it as almost negligi!le. The reason !ehind this is that the purchasing po er of people of ,ndia is rising very steeply. The ,ndian consumer today is highly a are a!out the product# price# -uality and the options availa!le ith him. The purchasing is done !y (eeping all these factors in

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mind. Today# price is not the only consideration as it

as a fe

years !ac(

hen prices

played a ma.or role in purchasing. $ar(eters are trying hard to capture this ever increasing ,ndian middle class as they form the !ul( of ,ndian consumers. 2.8.1 0h! st d! %o,s .e1 #eh*'&o12 6"H do some companies perform more profita!ly than others# even though they compete for the same customers# have to pay the same ages# and are su!.ect to the same regulationsL One ma.or reason commonly advanced is that some companies are !etter than others at developing products and services in customers hat they hich their customers see a high value hich ith a relative to competing products and relative to the price. /eveloping products in ant# ho they !uy# hat determines hether they ill !e satisfied

ill see a high value re-uires# in turn# a good understanding of customersM

product or service. A company that continuously tries to understand its customers and uses that (no ledge in developing products and services is also said to !e mar(et oriented. ,t has !een sho n that companies that are more mar(et oriented are generally more profita!le. The customers that companies deal ith vary idely in nature. Often# customers are other manufacturing companies# as as or hen a manufacturer of lamps sells them to 2ol(s agen# hich !uilds them into its cars. ,n many other cases# the customer is a trading company# hen a + edish furniture producer sells to an import company on the Ierman mar(et hen a manufacturer of fro1en vegeta!les sells to a large supermar(et chain. A fe

manufacturing companies also sell directly to consumersMfor e4ample# !y mail order or via the ,nternet. Even though most companies do not have consumers as their immediate customers# the analysis of consumer !ehaviour is a ma.or topic in mar(eting. The reason is that most products eventually end up in private households# even though they may pass various steps on their ay from the producer to the consumer. 2ol(s agen sells its automo!iles ho sells it to consumers# and the to consumers# including the lamps it received from its supplierE the Ierman importer sells the + edish furniture to a furniture retailer# supermar(et chain sells the fro1en vegeta!les to consumers. Producers and traders form

&:

vertical chains or net or(s# also called value chains# and the consumer appears as an Nend<user8Mthe one ho eventually uses or consumes the products and services. Fnderstanding consumer !ehavior is# therefore# important not only for those ho sell to consumers directly# li(e retail companies# !ut also for all factors preceding the retailer in the value chain. The value that the consumer perceives in a product sets the limit for hat all others in the value chain can get out of their activities $any producers have learnt the importance of understanding consumer !ehaviour the hard ay. ,n the 1%;'s a num!er of industrial !a(eries in /enmar( started to e4port a product that !ecame (no n as /anish *utter Coo(ies<small coo(ies in colourful tin !o4es featuring pictures of the Gittle $ermaid# the /anish Royal Iuard# and the li(e. The product as an immediate success in mar(ets such as Iermany and the F7# !ecause as sold from the /anish producers to importers on the consumers perceived it as a high<value product that could !e used# amongst other things# as a gift. ,nitially# the product e4port mar(ets# ho then resold it to retailers. Gater# the /anish producers thought that it ar# prices

might !e more profita!le to sell the product directly to a retailer# and found amongst others the Ierman discount chain Aldi as a customer. ,n the ensuing price dropped and consumer perception of the product changed from a high<value product to a cheap discount item. The /anish producers have repeatedly tried to develop ne products to repeat the earlier success# !ut little has come out of that. Today# producing !utter coo(ies is a pro!lematic !usiness in /enmar(# even though the (no s the product. "o could that happenL Part of the e4planation is that the producers thought mainly in hole orld

terms of their immediate customers and not in terms of the end<usersMthe consumers ho end up munching the coo(ies. Producers did not understand that finding a retail customer is not only a -uestion of getting good deals develop ne ith high volume# !ut also a hen they tried to -uestion of positioning the product in the minds of the consumer. And very much a!out hat consumers ant hen they !uy coo(ies. 2.8.2 C sto.e1s 'e1s s Co,s .e1s

products to replace the declining one# they found that they did not (no

&;

The term Ncustomer8 is specific in terms of !rand# company# or shop. ,t refers to person ho customarily or regularly purchases particular !rand# purchases particular company8s product# or purchases from particular shop. Thus a person person ho shops at *ata +tores or ho uses Raymonds clothing is a customer of these firms. 6hereas the Nconsumer8 is a ho generally engages in the activities < search# select# use and dispose of products# services# e4perience# or ideas. 2.8.3 Co,s .e1 Mot&'es Consumer has a motive for purchasing a particular product. $otive is a strong feeling# urge# instinct# desire or emotion that ma(es the !uyer to ma(e a decision to !uy. *uying motives thus are defined as Nthose influences or considerations hich provide the impulse to !uy# induce action or determine choice in the purchase of goods or service. These motives are generally controlled !y economic# social# psychological influences etc. Consumer !ehaviour reflects the totality of consumers decisions ith respect to the a person ac-uisition# consumption and disposition of goods# services# activities and ideas !y human decision ma(ing units. Consumer !ehaviour means more than .ust ho !uys tangi!le products such as !ath soap# digital music players and automo!iles. ,t also includes consumers use of services# activities and ideas such as going to the doctor# visiting a theme par(# etc.

&B

2.9 FACTORS AFFECTIN/ CONSUMER BEHAVIOUR

Consumer !ehavior is affected !y a lot of varia!les# ranging from personal motivations# needs# attitudes and values# personality characteristics# socio<economic and cultural !ac(ground# age# se4# professional status to social influences of various (inds e4erted !y family# friends# colleagues and society as a hole. The com!inations of these various factors produce a different impact on each one of us as manifested in our different !ehaviour as consumers. The various factors that affect !uying !ehaviour of in rural ,ndia areC

&>

E,'&1o,.e,t of the %o,s .e1 : The environment or the surroundings# Electrification# ater supply affects demand for dura!les. /eo31*(h&% &,f+ e,%es < The geographic location in

ithin

hich the

consumer lives# has a very strong influence on the !uyer !ehaviour# e4ampless.

hich the consumer is located also inding

spea(s a!out the thought process of the consumer. 3or instance# villages in +outh ,ndia accept technology -uic(er than in other parts of ,ndia. Thus# "$T sells more atches in the north hile they sell more -uart1 atches do n south. P+*%e of ( 1%h*se < =;'O prefer "AAT+ due to !etter -uality# variety P price? Companies need to assess the influence of retailers on !oth consumers at village shops and at haats. C1e*t&'e se of (1od %t J E4ample< Iodre. hair dye !eing used as a paint to colour horns of o4en# 6ashing machine !eing used for churning lassi. The study of product end provides indicators to the company on the need for education and also for ne ideas. product

2.; CULTURAL FACTORS INFLUENCIN/ CB

Cultural factors e4ert the !roadest and deepest influence on consumer !ehaviour. The mar(eter needs to understand the role played !y the !uyer)s culture. Culture is the most !asic element that shapes persons different cultures# ants and !ehaviour. ,n ,ndia# there are so many hich only goes on to ma(e the mar(eter)s .o! tougher. +ome of the

fe cultural factors that influence !uyer !ehaviour areC P1od %t <%o+o 1= s&>e= des&3,= *,d sh*(e?" There are many e4amples that support this point. 3or e4ample# the Tata +umo# as not ell accepted. *ut ho ever# different name? and in a !right yello to transport good# the acceptance hich as launched in rural ,ndia in a hite colour# hen the same +umo colour# as re<launched as +pacio =a ould !e Philips
&%

ith a larger seating capacity and a!ility

as higher. Another good e4ample

audio systems. Fr!an ,ndia loo(s at technology

ith the vie point of the smaller the hich

!etter. "o ever# in rural ,ndia# the vie point is totally opposite. That is the main reason for the large acceptance of !ig audio systems. Thus Philips ma(es audio systems# are !ig in si1e and get accepted in rural ,ndia !y their sheer si1e. So%&*+ (1*%t&%esC There are so many different cultures# and each culture e4hi!its different social practices. 3or e4ample# in a fe villages they have common !ath areas. 2illagers used to !uy one Gife!uoy ca(e and cut it into smaller !ars. This helped life!uoy to introduce smaller B:<gram soap !ars# hich could !e used individually. De%&s&o,:.*@&,3 #! .*+e he*dC The male in ,ndian culture has al ays !een given the designation of (ey decision ma(er. 3or e4ample# the $u(hiyas opinion ="ead of the village?# in most cases# is shared ith the rest of the village. Even in a house the male head is the final decision ma(er. ,n rural areas# this trend is very prominent. Ch*,3es &, s*'&,3 *,d &,'est.e,t (*tte1,s" 3rom Iold# Gand# to Tractors# 2CRs# GC/ T2s etc.

2.A CHAN/ES IN MAR6ETIN/ STTRATE/Y

6ith change in consumer !uying !ehaviour the companies also made necessary changes in their mar(eting strategies. The changes includeC Gaunching of premium products !y companies to fulfil re-uirements of high class consumers +ince purchasing po er of rural ,ndia has increased# the companies have started shifting their focus to ards rural ,ndia to capture untapped rural mar(et. This has reaped huge !enefits for companies li(e in cases of PepsiCo# Coca Cola ,ndia and other 3$CI companies. Companies not only aim to sell their products !ut also aim to provide !etter after sales services to its consumers. 3or e4ample companies have provisions to send their technicians to repair the cars struc( at high ays or other outer locations due to
5'

technical failure or in case of a mishap. This improves the companys credi!ility and helps to !uild its customer !ase. E4ampleC Cheviot. Companies design their products on the !asis of mar(et segmentation so that they have products to suit every poc(et and re-uirement. /ue to sharp gro th in the communication sector# companies are providing many schemes and plans to attract customers. 3or e4ample mo!ile service providers provide lifetime option and free calls to other mo!ile users under a specific plan of the company. /ue to fierce competition in the electronics mar(et and peoples illingness to purchase hi<tech products the rates of GC/ and plasma T2s have !een slashed !y &:O<5'O. Through this strategy electronic companies received very good response from the consumers in the recent past and for their products. ,ndian consumers have developed a li(ing for foreign tours and holidays. This has led to development of many travel agencies that provide a planned foreign tour at a reasona!le price. 6hat is even more interesting is that the customer does not have to pay the amount in lump sumE instead# he has the facility to ma(e the payment in monthly instalments according to his convenience. Consumers of ,ndia have developed a tendency to save travel time. 3or such consumers lo afforda!le price. Consumers of ,ndia ant !etter housing facilities. The construction companies are ater and electricity supply# full time security# fulfilling this re-uirement of consumers !y providing them lu4urious houses# e4-uisite interiors# round the cloc( clu! house# gymnasium# etc. ithin the premises. ,ndian consumers are increasingly !ecoming a are of the importance of health and hygiene. "ence companies are ma(ing products to suit their health li(e lo lo plants to maintain hygiene and pac( the food in such a calorie# fat food. As far as hygiene is concerned companies have fully mechani1ed their ay that it remains fresh for fare carriers are availa!le that provide air travel facility at a very ere a!le to !uild a considera!le mar(et

longer period of time and does not lose its nutritive value !efore consumption.

51

The need for internet is fast gro ing. To fulfill this need of consumers# mo!ile manufacturing companies are providing internet access facility on mo!ile phones. This has revolutioni1ed the communication sector and provided a means of communication that as never ever in any!ody8s dreams till a fe years !ac(.

,ndian consumers li(ing for credit is also increasing rapidly. "ence many financial institutions have come into e4istence in ,ndia and are flourishing. *an(s have also !ecome li!eral in their loan and credit policies.

2.1B FUTURE TRENDS IN CONSUMER BEHAVIOUR

+ome emerging future trends of !uying !ehaviour of ,ndian consumers areC The ne generation ill prefer !rands that are launched during their gro ing up ill ma(e it years. They The ne ill not prefer !rands that are very old in the mar(et. This

easier for ne !rands to cement their place in the mar(et and run successfully. generation ill possess more ris( ta(ing capa!ility and their previous illing to try out ne careers# ne ideas and ne ays of ill not ill generations. They doing things. ,ndian consumers ill !e more logical in their thin(ing and foreign !rands only !e considered as the standard of -uality. Each !rand# !e it ,ndian or foreign# !e .udged on its merit. The middle and lo er class consumers !uying !ehaviour !ehave as if they are rich. ill change and they may ill !e

5&

The contri!ution of or(ing omen

omen in decision ma(ing omen and or(ing

ill increase

ith gro ing num!er of omen oriented

nuclear families# educated

omen. The num!er of middle class

ill rise sharply. This

ill lead to introduction of

products that may range from insurance products to vocational education. Tomorro 8s consumer ill focus more on technology and credit purchase. Num!er of nuclear families ill increase. "ealth care ill !ecome very important in the coming years.

CHAPTER 3
55

3.1 TELEVISION ADVERTISEMENT

A television advertisement or television commercialJoften .ust commercial or T2 ad =F+?# or advert# commercial# advertisement or simply .ust ad =F7DF+?# or ad<film =,ndia?Jis a span of television programming produced and paid for !y an organi1ation that conveys a message. Advertisement revenue provides a significant portion of the funding for most privately o ned television net or(s. The vast ma.ority of television advertisements today consist of !rief advertising spots# ranging in length from a fe seconds to several minutes. Advertisements of this sort have !een used to promote a ide variety of goods# services and ideas since the da n of television. The effect of commercial advertisements upon the vie ing pu!lic has !een so successful and so pervasive that in some countries# the Fnited +tates in particular# it is considered impossi!le for a politician to age a successful election campaign ithout the purchase

59

of television advertising. ,n other countries# such as 3rance# political advertising in television is heavily restricted# and some# li(e Nor ay# completely !an it 3.1.1 Ch*1*%te1&st&%s $any television advertisements feature catchy .ingles =songs or melodies? or catch< phrases =slogan? that generate sustained ideas# hich may remain in the minds of television vie ers long after the span of the advertising campaign. +ome of these ad .ingles or catch<phrases may ta(e on lives of their o n# spa ning gags or 0riffs0 that may appear in other forms of hens# such as comedy movies or television variety sho s# or in ritten media# such as maga1ine comics or literature. These long<lasting advertising elements may !e said to have ta(en a place in the pop culture history of the demographic to hom they appeared. Advertising agencies often use humor as a tool in their creative mar(eting campaigns. ,n fact# many psychological studies have attempted to demonstrate the effects of humour and their relationship to empo ering advertising persuasion.

3.1.2 A, *,&.*ted TV *d'e1t&se.e,t Animation is often used in advertisements. The pictures can vary from hand<dra n traditional animation to computer animation. *y using animated characters# an advertisement may have a certain appeal that is difficult to achieve ith actors or mere product displays. Animation also proofs the advertisement from changes in fashion that ould date it. 3or this reason# an animated advertisement =or a series of such advertisements? can !e very long<running# several decades in many instances. Nota!le e4amples are the series of advertisements for 7ellogg)s cereals# starring +nap# Crac(le and Pop and also Tony the Tiger. The animation is often com!ined ith real actors. Animated advertisements can achieve lasting popularity. ,n any popular vote for the most memora!le television advertisements in the F7 the top positions in the list invaria!ly include animations# such as the classic Smash and Creature Comforts advertisements.

5:

Other long<running ad campaigns catch people !y surprise# or even tric(ing the vie er# such as the Energi1er *unny advertisement series. ,t started in the late 1%>'s as a simple comparison advertisement# here a room full of !attery<operated !unnies as seen pounding their drums# all slo ing do n...e4cept one# ith the Energi1er !attery. Hears

later# a revised version of this seminal advertisement had the Energi1er !unny escaping the stage and moving on =according to the announcer# he 0(eeps going and going and going...0?. This other as follo ed !y hat appeared to !e another advertisementC vie ers as actually a parody of ere o!livious to the fact that the follo ing 0advertisement0 situation#

ell<(no n advertisements until the Energi1er !unny suddenly intrudes on the ith the announcer saying 0+till going...0 =the Energi1er *attery Company)s

ay of emphasi1ing that their !attery lasts longer than other leading !atteries?. This ad campaign lasted for nearly fifteen years.

3.2 THE PAST IN INDIA

,ndia itnessed its first television clipping :' years ago. +ince then# rest is history. Today ,ndia is amongst the orld8s !iggest television mar(ets. Appro4imately half of all ,ndian households o n a television today. 3rom a single television channel# over 5'' satellite T2 channels are !roadcasted today. 3.2.1 Be3&,,&,3 /oordarshan had a modest !eginning 1: +eptem!er 1%:% ith the e4perimental telecast starting in /elhi on as ere ere
5;

ith a small transmitter and a ma(eshift studio. The regular daily

transmission started in 1%;: as a part of All ,ndia Radio. The television service service and /oordarshan remained the only television channel. Television services separated from radio in 1%B;. Each office of All ,ndia Radio and /oordarshan

e4tended to *om!ay and Amritsar in 1%B&. Till 1%B:# seven ,ndian cities had television

placed under the management of t o separate /irector Ienerals in Ne introduced in 1%>&. ,n the same year# color T2 August 1%>&# follo ed !y the 1%>& Asian Iames. 3.2.2 TV P1o31*.s The >'s as the era of /oordarshan

/elhi. 3inally ere ith

/oordarshan as a National *roadcaster came into e4istence. National telecasts as introduced in the ,ndian mar(et

the live telecast of the ,ndependence /ay speech !y then P$ ,ndira Iandhi on 1:

ith sho s li(e "um Gog =1%>9?# *uniyaad =1%>;<

>B? and comedy sho s li(e Heh Jo "ai Qindagi =1%>9?# $ythological dramas li(e Ramayan =1%>B<>>? and $aha!harat =1%>%<%'? glued millions to /oordarshan and later on *harat E( 7ho.# The + ord of Tipu +ultan and Chandra(anta. "indi film songs !ased programs li(e Chitrahaar# Rangoli# +uperhit $u-a!la crime thrillers li(e 7aramchand# *yom(esh *a(shi. +ho s targeted at children include /ada /adi (i 7ahaniyan# 2i(ram *etal# $algudi /ays# Tenali Rama.

3.2.3 Post L&#e1*+&s*t&o, Te+e'&s&o, The central government launched a series of economic and social reforms in 1%%1 under P$ Narasimha Rao. Fnder the ne policies the government allo ed private and foreign !roadcasters to engage in limited operations in ,ndia. 3oreign channels li(e CNN# +tar T2 and domestic channels such as Qee T2 and +un T2 started satellite !roadcasts. 3.2.) C*#+e te+e'&s&o, The ca!le T2 industry e4ploded in the early 1%%'s li!erali1ed# and sa Net or( in 1%%1# $T2# and others. +un T2 =,ndia? ,ndian languages. 3ive ne hen the !roadcast industry as

the entry of many foreign players li(e Rupert $urdoch)s +tar T2 as launched in 1%%& as the first

private channel in +outh ,ndia. Today it has &' television channels in the four +outh channels !elonging to the "ong 7ong !ased +TAR T2 gave ,ndians a fresh !reath of life. $T2# +TAR Plus# **C# Prime +ports and +TAR Chinese

5B

Channel

ere the : channels. Qee T2

as the first private o ned ,ndian channel to

!roadcast over ca!le. A fe

years later# CNN# /iscovery Channel# National Ieographic ith a

Channel made its foray into ,ndia. +tar e4panded its !ou-uet introducing +TAR 6orld# +TAR +ports# E+PN and +TAR Iold. Regional channels flourished along multitude of "indi channels and a fe Channel English channels. *y &''1 "*O and "istory

ere the other international channels to enter ,ndia. *y &''1J&''5# other

international channels such as Nic(elodeon# Cartoon Net or(# 2"1# /isney and Toon /isney came into foray. ,n &''5 ne s channels started to !oom. Today# ,ndia has over 15' million homes ith television sets# of hich nearly B1 million have access to ca!le T2. The overall Ca!le T2 mar(et is gro ing at a ro!ust ><1'O.

3.2.- L*test Te%h,o+o3&es Conditional access system =CA+? is a digital mode of transmitting T2 channels through a set<top !o4 =+T*?. The transmission signals are encrypted and vie ers need to !uy a set< top !o4 to receive and decrypt the signal. The +T* is re-uired to atch only pay ith a channels. /irect to "ome =/T"? is defined as the reception of satellite programs

personal dish in an individual home. ,nternet Protocol T2 launched only in some cities around &'';<&''B !y $HNGD*+NG later E4pands to many ur!an areas and still e4panding. Private *road!and provider *harti Airtel also starts its ,PT2 service in /elhi# NCR region. 3.2.8 TV I,d st1! Today# the ,ndian T2 ,ndustry is running parallel to the !ig screen. 6ith the mushroom gro th of daily sops the entire T2 vie ing is revolutioni1ed. The serials li(e Amanat# 7yu(i +aas *hi 7a!hi *ahu Thi# Tara# 7asauti Qindagi 7i# 7ahani Ihar Ihar 7i# Ihar E( $andir redefined the saga of tele vie ing. Then comes the age of reality T2# the programs li(e 7aun *anega Carorepati# $T2 Rodies# +piltsvilla# 3ear 3actor# *ig *oss# ,s Jungle +e $u.he *achao# +ach 7a +amna and Ra(hi 7a + amvar. These programs have itnessed the highest TRPs and even stormed a lot of controversies. A total
5>

estimation of the T2 industry annual !udget is over 1 lac( crores. +ince &''& Ne s channels have gro n e4ponentially. Today the ne s channels have !ecome a significant mar(et and their no is catching the entertainment channels fast. They have !ecome a super pac(age programs here they not only sho the ne s !ulletins !ut have the entire list of here they have special hours for Tal( sho s# de!ates# E4it Polls# 3ilm critics#

Program clippings and masala ne s pac(ages li(e +ansani# 2ishesh# 7aal 7apal $aha(al etc. A no. of +ports channels have also come up and Channels li(e $ovie on /emand and $usic on demand are also favorites amongst the vie ers.

3.2.9 TV Ad'e1t&se.e,ts 6e all (no those !eautiful ads of Nirma# +urf and *a.a.. *ut no # the T2 commercial

industry has moved through leaps and !ounds. 6ith the advent of latest technologies and huge customer mar(ets# almost everything is !eing advertised today !y !ig names of the *olly ood industry. ,t has estimated that T2 commercial industry is a!out 9''<:'' crores. +tarting ith 91 sets in 1%;& and one channel =Audience Research unit# 1%%1? at present T2 in ,ndia covers more than B' million homes giving a vie ing population more than 9'' million individuals through more than 1'' channels. A large relatively untapped mar(et# easy accessi!ility of relevant technology and a variety of programs are the main reasons for rapid e4pansion of Television in ,ndia. The ,ndian T2 has crossed a :' year mar( and instead of getting old and mature it is still young and immature. +ometimes# there is a need of a censor !oard as the contents go too vulgar and even un<regulari1ed. The ,ndian T2 needs to hold the responsi!ility of sho ing good content society. hich should !e

a value added for the society and acts as the responsi!le medium for the !etterment of the

5%

3.3 IMPORTANCE OF TV COMMERCIAL

/oordarshan no li(e Chandrakanta relies heavily on commercials for revenue. Commercial !rea(s ere heavily sponsored. 3or e4ample# a fe of the sponsors that occurred every ten or t elve minutes during !roadcasting. Popular serials or programmes ould !e sho n at the start of the programme and during commercial !rea(s included products !y "industan<Gever# Proctor and Iam!le# Colgate<Palmolive and Cad!urys. The names of products along ith the sponsor flash up on the screen# !efore# during and after each episode. The hour long serial often had around five commercial !rea(s J mainly for the products of the sponsoring companies. $c/o ell =1:>? maintains that
9'

colour televisions

ere introduced into ,ndia !ecause they as also surprising to see ho

ere considered to have many commercials used ere sho n

greater commercial appeal. ,t clothing styles and conte4ts that

ould !e very familiar in *ritain. 6omen

earing short dresses or s(irts and

ere depicted as having !oyfriends. 6estern music is

also often used# e.g. one advertisement for the soap Nirma ="industan<Gever? used a Roy Or!ison song Pretty woman# though Hinglish is more commonly used J a mi4ture of "indi and English. Another advertisement for "eine(en portrays foot!all fans transfi4ed atching foot!all and drin(ing !ottles of "eine(en. These commercials are often attractive and parents turned on the television !efore a programme started in order to atch commercials. $any people e lived ith li(ed the ere !etter television commercials and avidly atched them. +ome people thought they ho are

than the programmes. A schoolchild o!served that. Television commercials are !etter made and of !etter -uality than the state programmes. They are more innovative and interesting and give you food for thought. The standard of advertisements on television has improved a lot over the past fe years.8 Everyone li(es to television sho s us atch the advertisements as they provide people ho are not literate en.oy ith information# and

hat products are availa!le. ,t ma(es us a are of things to !uy. The atching television as they can

poorer people in this village

understand it. They especially li(e to see advertisements !ut they cannot afford to !uy many of the things that are sho n. Television commercials give you the correct price for things and !enefit us a lot.8 Everyone sees the advertisements on television and they can try to search out good from the advertisements. 6e can determine from advertisements. Hou can learn ho to !ehave and act from such things.8 "ence television commercials ho ere used to decide not only hat products to !uy# !ut hat as appropriate and hat is

hat can !e used for our !etterment

to !ehave. People in even the remotest areas could see

91

accepta!le. "ence# people ,ndian culture.

ere ta(ing on !oard some aspects such as dressing in a hilst also maintaining some aspects of

similar manner to people in the commercials#

3.) IMPACT OF TV AD
The impact of television is vital !ecause of its enormous potential as an audio<visual communicator. Television =T.2.? ena!les the creative man to communicate !y com!ining motion# sounds# ords# color# personality and stage setting to e4press and demonstrate ideas to large and idely distri!uted audience. T.2. advertisements usually play a role in either introducing a product reinforcing the familiarity to the product and also convincing to purchase the product. Advertisements

9&

are among the most visi!le of the mar(eting strategy and have !een the su!.ect of a great deal of attention in the last ten to fifteen years. Advertisement cannot only change emotions !ut give su!liminal message. Advertising today seems to !e every here and ever present e4erting a far reaching influence on the daily lives of people. Advertisements develop self<concepts in order to induce purchase decisions. Television advertising employs attention gra!!ing tric( such as catchy and pleasing music# lyrics# Jingles# humor and repeated messages. The impact of the advertisements is more on television than the print media or radio. A study on T.2. advertisements has e4pressed that among the media# the impact of television advertisement on social !ehavior# including purchasing !ehavior as the greatest. The reason !eing that television has charm# instantaneous transmission capa!ility and universality of appeal. Television advertising can have a po erful influence on consumption and !ehavior. Advertising seen is measured !y loo(ing at Nimpacts.8 ,mpacts provide a measure of advertising e4posure. One impact is e-uivalent to one mem!er of the target audience vie ing one commercial spot. Around one in five of all of the T.2. advertisement seen is for a core category product. "aving reali1ed the stupendous effect T.2. advertising has not only on the purchasing pattern !ut also on the total lifestyle as felt to !e changes as a impact of T.2. advertisements.

3.).1 Ad'e1t&s&,3 %* s&,3 *, *+*1.&,3 %h*,3e &, I,d&*, .&+&e One revolution that advertisements have !rought a!out in ,ndia is certainly that of reengineering the mindset. ,n a postmodern era# hich also is a sort of post<god era as ell# advertisement agencies are redefining the la s of living for ,ndians. They are -uic( to assess that a society that has long lost its sense of direction o ing much to the loss of leadership at the top# are promptly replacing the heroes of the past J the ones ho no appear boring to the modern generation J ith their o n versions of heroism. O!viously it is the star either of the celluloid or of the cric(eting ground that !efittingly fulfills the

95

prere-uisites of the hero for a society hose sense of destiny seems to !e d indling at a fast pace. There is no surprise therefore that in place of Iandhi# 2ive(anand or $other Teresa J or all those that the ho gave a ay their lives for a higher# no!ler cause J it is Amita!h# the ho suggest ord hero is only metaphorical and people should not e4pect anything real from millennium star# +haru(h# the (ing (han # or +achin# the cric(eting genius their heroes. Naturally for an an4iety ridden and stress driven society# the T2 screen spells a soothing escape from their o n inade-uacies and a harried e4istence and shado y reality of the hat they ant is something simply entertaining or duly sensational to dro n their o n frustrations in the orld. Therefore# rather than engaging people in a meaningful orld that arises discussion# the idiot box is !usy in enticing their vie ers in seeing a essentially out of their ma(e<!elieve assumptions. Thus# e see the millennium star dancing in comic e4u!erance and suggesting @Kucch ho finally has managed to pass his

Meetha Ho JayeA to his audience for it is the time to cele!rate the success of Pappu J the -uintessential# middle aged# !alding nincompoop# matriculation. +ince our millennium star does not mind suggesting that Cad!ury ell cele!rate their festivals and success ith

Chocolate is as good as $eetha J normally some s eets in typical ,ndian conte4t J people are led to !elieve that they can as replaced !y chocolates. Advertisements are playing a crucial role in defining not only the patterns of understanding !ut they are focused also on changing the reactions such perception arouses in people. Iood at reading the pulse of the masses# they are replacing the good old passions ith ne found o!sessions. "itting right at the adolescent adrenaline comes the advertisement announcing C @Nayee Umang Nayee arang! Krish Ke Sang". No all (no that Krish is a famous movie that is ardently e atched !y young !oys and girls. chocolate. "ence it is through advertisements that the good<old s eets are getting

99

The Krish referred to here in the advertisement ho ever is a Pan $asala. *y selecting a name familiar to people !eing the title of the movie# the advertiser is a!le to stri(e home the affinity of the product youngsters ith the masses. +ince they (no that it is mostly (ids and rite on ho are charmed !y such movies# it seems they are trying to !e itch them.

"o ever# since it is not la ful to sell into4icating su!stance to youngsters# they the !order of the advertisement the instruction @Not for $inorsA. Ruite deftly hence the advertisement is a!le to mesmeri1e the present as prospective customers for their product. they successfully stri(e a cord of familiarity hich renders their ploy safe and smart. ith their present as

ell as the

*randing their product after a popular movie# ell as prospective

customers. "o ever# as they are supposed to play safe legally# they leave a footnote

Once more they target the soft minds J those ho either are ignorant of the games played on them J or the ones hose sensi!ilities are plaint enough to !e moulded to any orld of ours# !eing ith a cele!rity is also loo(ed up as formative construction. +omeho !ecoming a cele!rity is seen as everyone8s catch these days. And in this ma(e<!elieve 1eal to !e it is no !eing a cele!rity in itself. "ere again# the gro ing !oys and girls display a rather strong ith the cele!rities. Therefore# the advertisement for Tata ,ndicom lures them here the !rea(ing to !e ith cele!rities from the celluloid and suggests coolly C #$ay! Ka$ol #ur #ap. +ince (no n to most of us J than(s especially to television again ho is marrying ne s usually is hom J that A.ay and 7a.ol are a family no # this

invitation has the lure to ta(e the reader into the co1y private comfort of a family fold. This advertisement does not fascinate only the youngsters !ut many gro n<ups too might feel li(e sharing ith a family of cele!rities receive you# suggestions !eing that the !uyer of Tata ,ndocom is no less than a cele!rity himself. Advertisements are not only suggestive of an alternative life in action# they are attempting also to convert the very ethos and concept of a society therefore focus not on hat does good !ut hich no ostensi!ly They manifests the tendencies and attitudes that are capitalistic in tone and tenor.

hat loo(s and feels good physically and

9:

sensually. Conse-uently the idea of li%ing big as propagated !y the ,nfinity Clu! is centered on &inning in the Pool against Mr Sharma# follo ed !y Cocktail Celebration in the 'ounge (ar. ,t is not all that ,nfinity Clu! offers J it has other# may !e infinite# lucrative offers which includes sharing Some Special Moments with Some Special )riends at a Multi * cuisine +estaurant! < something that again spells sensuality for the reader. ,f nothing of these or(s# they end their message hammering a stupendous idea in the

mind C ,indagi Milti Hey -k (ar! Jiyo Shan Se . 'i%e (ig . O!viously# the idea of living !ig is confined to sheer physicality as the advertiser shares proudly the !elief of not !elieving in anything else !ut the physical and temporal ith the reader. ,t is !ecause of e this ideological shift# hich refuses to recogni1e the orld of emotion# or intellect that all efforts are made to satisfy only the sensuous and the sensual urges for that is all that are supposed to !e having ith us. "o ever# since !eing a human means not .ust e4isting li(e any other creature# !ut providing a meaningful construct to the e4istence such defined# living !ig physically or materially !ecomes an alternative method of appending meaningful assumptions to our other ise meaningless# trite and dra! e4istence. This strategy stems from a !elief that life comes once and not forever# living it ith metaphors of eternity and infinity is something that can give to it the connotations of meaningful e4istence. The advertisements today therefore are not .ust confining themselves to promoting the sale of a productE they are forcing a paradigm shift in the thin(ing patterns of the people. "ence a !old suggestion that since it is no longer possi!le to attain salvation through mind and soul let us achieve infinity !y living !ig may !e .ust at a physical level. 3.).1 Co,t1o'e1s! $uch of the controversy over advertising stems from the ays many companies use it as

a selling tool and form its impact on society8s tastes# values and lifestyles. Critics argue that children are especially vulnera!le to advertising !ecause they lac( the e4perience and (no ledge to understand and evaluate critically the purpose of persuasive advertising

9;

appeals. "o ever the concern over advertising and other forms of promotion directed at children is also receiving greater attention due to the increasing vie ing options children have as a result of the gro th of ca!le television. Research has also sho n that children do not perceive the selling intent of commercials# and cannot distinguish !et een reality and fantasy. A heated de!ate has ensued# since some of the critics charge that advertising to them is inherently unfair and deceptive and should !e !anned or severely restricted. This issue received a great deal of attention in 1%B% in America. And as an outcome of this 3TC report recommended !anning all T2 advertising for any product directed to or seen !y audiences composed largely of children under age eight !ecause they are too young to understand the selling intent of the advertising. ,t as de!ated intensely. +ome favored regulations !ecause of (ids8 ina!ility to evaluate advertising messages and ma(e purchase decisions. The others opposed regulation !ecause mem!ers of that group !elieved many self< regulatory mechanisms already e4isted and the appropriate places for restricting advertising to children as in the home. The group that holds the opinion that advertisers have a special responsi!ility to protect children from their o n suscepti!ilitiesE says that advertisers should not stimulate unreasona!le e4pectations of product or performance directly or indirectly !y advertising. They must communicate accurately and truthfully (no ing that children may learn practices from advertising that can affect their health or ell<!eing. $oreover# they should !an( on the positive aspects of life such as friendship# honesty# (indness# respect etc. Though some feel that the government is responsi!le for protecting children from the potentially harmful effects of advertising and other forms of promotion# *ut e should stop e !eing !othering ourselves a!out regulations# since it comes under the domain of government. e can al ays hold and maintain the other aspect of it very strongly that parents are ultimately responsi!le for teaching our (ids hat to see and ho to interpret.

9B

3.- TVC C DAN C SEPT 1B ANALYSIS

6e! f&,d&,3s" T2 ad volumes have seen gro th of &9 per cent during Jan<+ep )1' over Jan<+ep )'%.

9>

"igh advertising share of 3ood P *everages sector on T2 during Jan<+ep )1'. Toilet +oaps as the top category on T2 during Jan<+ep )1'.

"industan Fnilever Gtd occupied the top position in the top 1' advertisers list on T2 during Jan<+ep )1'. 3P*

/uring Jan<+ep )1'# T2 advertising of 3ood P *everages sector has seen gro th of 1> per cent compared to Jan<+ep )'%. Aerated soft drin(s category has the ma4imum share of overall 3ood P *everages sector on T2 ad pie during Jan<+ep )1'. Coca Cola ,ndia Gtd as the top advertiser under 3ood P *everages sector

advertising on T2 during Jan<+ep )1'. Personal CareDPersonal "ygiene

9%

9> per cent gro th in T2 ad volumes of Personal CareDPersonal "ygiene sector during Jan<+ep )1' compared to Jan<+ep )'%. Toilet soaps as the most advertised category under Personal CareDPersonal

"ygiene sector on T2 during Jan<+ep )1'. "FG as the num!er one advertiser of Personal CareDPersonal "ygiene !rands

advertised on T2 during Jan<+ep )1' +ervices

T2 advertising of services sector gre compared to same period in &''%.

!y 5' per cent during Jan<+ep )1'

/T" service providers occupied the first position in the list of Top 1' categories of services sector on T2 during Jan<+ep )1'.

Tata +(y Gtd topped the advertisers list of services sector on T2 during Jan<+ep )1'. S,&((ets of To( 3 se%to1s o, TV 2olume gro th of 3P* sector on T2 during Jan<+ep )1'

:'

T2 advertising of 3ood P *everages sector has recorded gro th of 1> per cent during Jan<+ep )1' compared to Jan<+ep )'%.

+hare of 3P* categories on T2 during Jan<+ep )1'

:1

/uring Jan<+ep )1'# top 5 categories of 3ood P *everages sector on T2 aerated soft drin(# mil( !everages and chocolates.

ere

Top 1' categories accounted for B1 per cent share of overall 3ood P *everages sector T2 ad pie during Jan<+ep )1'.

:&

Top advertisers of 3P* sector on T2 during Jan<+ep )1'

Coca Cola ,ndia Gtd# Cad!urys ,ndia Gtd and Pepsi Co occupied the top 5 position in the Top 1' advertisers list of 3ood P *everages sector on T2 during Jan<+ep )1'.

;> per cent share contri!uted !y the Top 1' advertisers of 3ood P *everages sector on T2 during Jan<+ep )1'.

:5

2olume gro th of personal careDpersonal hygiene sector on T2

T2 ad volumes of personal careDpersonal hygiene sector have seen gro th of 9> per cent during Jan<+ep )1' compared to Jan<+ep )'%.

:9

+hare of personal careDpersonal hygiene categories on T2 during Jan<+ep )1'

$ore than %' per cent share contri!uted !y the Top 1' personal careDpersonal hygiene categories on T2 during Jan<+ep )1'.

Toilet soaps category

ith 5; per cent share led the advertising of personal careDpersonal ith 1: per ere at second and third place respectively in the list of Top

hygiene sector on T2 during Jan<+ep )1'. Tooth Pastes and 3airness Creams cent and 15 per cent share 1' personal careDpersonal hygiene categories on T2 during Jan<+ep )1'.

::

Top advertisers of personal careDpersonal hygiene sector on T2

"FG has the highest share i.e. 5' per cent of overall advertising of personal careDpersonal hygiene sector on T2# follo ed !y Rec(itt *enc(iser =,ndia? Gtd and Colgate Palmolive ,ndia Gtd each ith 1: per cent share during Jan<+ep )1'.

Top 1' advertisers contri!uted for >; per cent share of overall personal careDpersonal hygiene sector T2 ad pie during Jan<+ep )1'.

:;

2olume gro th of services sector on T2 during Jan<+ep )1'

Compared to Jan<+ep )'%# T2 ad volumes of services sector has o!served gro th of 5' per cent during Jan<+ep )1'.

:B

+hare of categories under services sector on T2 during Jan<+ep)1'

Top 5 categories of services sector i.e. /T" +ervice Providers# PropertiesDReal Estate and ,nternet +ervices Ieneral together contri!uted for :; per cent share during Jan<+ep )1'.

>; per cent share

as contri!uted !y the Top 1' categories of services sector on

T2 during Jan<+ep )1'.

:>

Top advertisers of services sector on T2

Tata +(y Gtd# +un /irect T2 Pvt Gtd and /ish T2 ,ndia Gtd advertisers of services sector on T2 during Jan<+ep )1'.

ere the top 5

Top 1' advertisers share aggregates to 5> per cent of overall +ervices sector T2 ad pie during Jan<+ep )1'.

:%

3.8 RECENT TELEVISION CAMPAI/NS

+tory!oardC 3astrac( AgencyC Go e Gintas CategoryC Apparel S 3ashion and Gifestyle

The T2C opens ith a long A !ouncer stops a couple -ueue outside a discothe-ue from entering

The girl# a little irritated goes !ac( in the car

+he turns on the music

Pic(s up her shades and ...

+tarts dancing ith her friend outside the disc.

+oon the rest of the cro d .oins in.

All earing trendy sunglasses.

2OC "ip hop sun glasses from fastrac(

;'

+tory!oardC Cad!ury Cele!rations AgencyC Ogilvy ,ndia CategoryC Confections S +nac(s S 3oods

The T2C opens ith a young +he -uietly tiptoes her ay girl pac(ing her clothes in a out hurry and so!!ing.

*ut slo s do n and stops hen she sees a picture of her parents.

+he loo(s at it for a fe seconds and then rushes out

+he sits in her !oyfriend)s car

And ith a sad face says Nlet8s go8

"er father politely says The !oy loo(ing at the !ac( As she turns# she gets 0shubh kaam karne $a rahi seat tells her 0yeh kuch kehna astonished to see her family ho! kuch meetha nahi khaogi/ chahte hain0 sitting there Kaam acha hoga0

;1

The T2C opens ith a young +he -uietly tiptoes her ay girl pac(ing her clothes in a out hurry and so!!ing.

*ut slo s do n and stops hen she sees a picture of her parents.

2OC +hu!h aram!h (uch meetha ho .ae.

;&

+tory!oardC Boroplus AgencyC Everest Brand Solutions CategoryC Cosmetics | Toiletries | Personal care

The T2C opens ith a shot of a mirror ith a mountain range in the !ac(ground

A man appears in the mirror ,n the ne4t shot a Ra.asthan applying a hite )tee(a) on native applies hite tee(a on his face his face

The man says 0desh ke 01 Crore log (oroplus People from different al(s antiseptic cream ka sa2ed of life ith prominent teeka lagate hain! taki landmar(s of ,ndia in the twacha ko sardi ki na3ar na !ac(ground also do the same lage0. +uper C *oroplus

;5

+tory!oardC SpiceJet AgencyC Contract Advertising CategoryC Travel | Tourism

The T2C opens ith a pressure coo(er histle a(ing up a oman.

+he prepares dough and "alf asleep# she prepares a chops onions in the middle of hot meal for her hus!and. the night.

"er hus!and comes home from a long flight.

"is ife angrily (eeps the "e sits at the dining ta!le and plate on the ta!le and leaves smells the food. ithout saying a ord.

+uperC Iarma garma !haratiya (hana A! +pice Jet pe upla!dh

;9

+tory!oardC Videocon d2h AgencyC McCann Erickson CategoryC Consumer ura!les

The T2C opens ith a man in a sho room ga1ing at a television

*ut gets distracted hen a A salesman comes and starts young lady enters the e4plaining its features sho room.

"e leaves the man and attends to the lady.

The man .ust stares at the television and stays there.

"e mista(enly gets loc(ed in the sho room.

"e searches for his mo!ile "e !rings together all the Goo(ing at the television he !ut reali1es he is not carrying !o4es and ma(es a sofa out of gets an idea one. it.

;:

The T2C opens ith a man in a sho room ga1ing at a television And spends the night e4ploring the television.

*ut gets distracted hen a A salesman comes and starts young lady enters the e4plaining its features sho room. ,n the morning hen the salesman opens the sho room... The man# instead of getting angry at the salesman# than(s him for opening his eyes

And continues !y e4plaining to the audience... 04ideocon Satellite 4! No need o2 a set top box0 +uperC 2ideocon d&h

+tory!oardC Spice Mo!iles AgencyC "gilv# $ndia CategoryC Services

;;

The T2C opens ith a girl sitting on a train.

+he is engrossed in atching 6hen suddenly her phone a thriller movie on her rings and she gets scared. mo!ile.

+he pic(s up the phone and gets annoyed to hear the voice of a telesales person.

2OC Pesh hai +pice video phone# !ig !attery (e sath. A! picture de(hiye !ina ru(avat.

+he continues atching the movie hen a fello passengers arm almost falls on her# scaring her again.

+tory!oardC $dea Cellular AgencyC %o&e %intas CategoryC Telecom

;B

The T2C opens ith four friends sitting at a tea stall# they are all -uiet and loo( sad.

The vendor# a mute man as(s "e tells them that all four of his little help the reason for them have got ne .o!s. their silence.

"e continues !y saying that they)re all going a ay# 0a ...And that they are orried# $arathi is going to 7ol(ata# a as they don)t (no the On hearing this# the vendor *engali to 7erala# $alayali language of the places they gets an idea. to "aryana and a "aryanavi are going to. to $um!ai0

Then e see all four friends one !y one reach their respective destinations.

6ith an idea from a mute They are sho n spea(ing to man their pro!lems are each other ta(ing assistance solved and they go !ac( to and getting their ay around. than( the vendor.

;>

The T2C opens ith four friends sitting at a tea stall# they are all -uiet and loo( sad.

The vendor# a mute man as(s "e tells them that all four of his little help the reason for them have got ne .o!s. their silence.

The vendor through sign language tells them 0to spea( you don)t need to (no a language0.

;%

+tory!oardC Videocon AgencyC M'( TA( $deation CategoryC Telecom

T2C opens ith a nerd engrossed in his mo!ile phone.

"is dad is sleeping in the Then e see a shot of his same room# thin(ing the son mo!ile displaying pictures of is studying. "e tells him to omen... sleep.

*ut the !oy tells him 0bus papa ek lagan hai ander se0 ...

+uddenly his !alance turns nil ... and aits for a picture on and his mo!ile starts flashing his mo!ile to do nload Qero !alance.

2OC Ta(i aap(a signal (a!hi The !oy hallucinates a!out a !rea( na ho# isiliye pesh hai girl on his mo!ile saying unlimited internet plans. 0Signal main break plan leke 2ideocon $o!ile services. dekh0 Pa(do life (a har signal

B'

CHAPTER )

B1

).1 RESEARCH 5 ANALYSIS

).1.1 Rese*1%h O#$e%t&'es To understand impact on T2 advertisements on consumers ).1.2 S%o(e of St d! The scope of study is confined to (no impact of T2 advertisements on consumer ).1.3 T&.e The time duration of the pro.ect has !een as follo sC +econdary data collection as started from 1%th sept to &Bth sept &'1'. ).1.) /eo31*(h! The geographical scope of the offline data collection as restricted to $um!ai city ).1.- Rese*1%h .ethodo+o3! Research is an art of scientific investigation. ,t is defined as @A careful investigation or en-uiry especially through search for ne facts in any !ranch of (no ledgeA. Research is a movement from the (no n to the un(no n. ,t is actually a voyage of discovery. Research refers to the systematic method consisting of enunciating the pro!lem# collecting the facts or data# analy1ing the facts and reaching certain conclusions in the form of solutions to ards the concerned pro!lem. ).1.8 Rese*1%h des&3, A research design specifies the methods and procedures for conducting a particular study. *roadly spea(ing# there are 5 categories of research design J e4ploratory# descriptive and casual research. An e4ploratory research focuses on the discovery of ideas and is generally !ased on secondary data. A descriptive study is underta(en hen the researcher ants to (no the characteristics of certain groups such as age# educational level# income# occupation# etc.

B&

A casual research is underta(en

hen the researcher is interested in (no ing the cause

and effect relationship !et een t o or more varia!les. The type of research used in this study is descriptive research. The study and as rigid and its approach remained the same throughout the study. Research design is the !lue print of the action for this study. ).1.9 Fo++o4&,3 .ethod 4*s *do(ted d 1&,3 st d!< Revie of literature and ta(e data from distri!utor to understand recent development in the field. /efining o!.ective of the study 3ormation of -uestionnaire to capture primary data Analysis and interpretation of primary data Conclusion out of primary and secondary data as structured

).1.; P1&.*1! d*t* Primary data consists of original information gathered for specific purposes at hand. These are gathered for a specific purpose or for a specific research pro.ect. Primary data as collected online and offline. Offline data collection as from general pu!lic. ).1.A S*.(+&,3 te%h,&E e *do(ted The sampling techni-ue used for offline survey as convenience sampling. ).1.1B Too+s *,d te%h,&E es *do(ted /ata as collected survey ith the help of -uestionnaire. The -uestionnaire is of structured non< method. The duration of each intervie as 1: minutes. disguised type. The -uestions are of mi4ed type. The contact method used in the offline as personal intervie The researcher ent to the students personally and as(ed the -uestions from the prepared as done from students as ell

-uestionnaire and the ans ers ere noted do n on the -uestionnaire.

B5

).1.11 S*.(+e s&>e" 3or offline survey sample si1e as 1'' ).1.12 L&.&t*t&o,s The study as !ased on perceptions# ideas and preferences of the respondents# hich are comple4 in nature and depends on the su!.ectivity of the individual The pro.ect Report as to !e completed ithin a time period and this as another

constraint for the study

B9

).1.13 F&,d&,3s 5 *,*+!s&s De.o31*(h&%s

60 50 40 30 20 10 0 Male Female 42 58

In %

Out of the total surveyed# 9&O respondents ere male and :>O respondents ere female A3e 31o (
60 50 40 30 20 10 0 20-30 30-40 40-50 24 21 In % 52

3 Above 50

The a!ove figures sho

that :&O respondents

ere of age group 5'<9'

here as &9O

respondents ere of age group &'<5' and &1 O respondents ere of age group 9'<:'

B:

"o many hours do you atch T2 in a dayL

70 60 50 40 30 20 10 0 1 hr 21

69

In % 6 2 hr 4 hr 4 More than 4 hr

The survey reveals that ;%O respondent

atch television & hours in a day

here as &1O

respondent atch television 1 hour in a day

B;

/uring hat time you atch televisionL

70 60 50 40 30 20 10 0 18 12 6 Morning Afternoon vening !ight In % 64

;9 O respondent

atch television at evening time

here as 1>O respondent

atch

television in morning time. 1&O respondent atch television at night

BB

"o often do you come across advertisementL

100 90 80 70 60 50 40 30 20 10 0 98

In % 1 1 More than t'i#e in a $a% "n#e in a&'i#e in $a% a $a%

%> O respondents come across advertisement more than t ice in a day

B>

/o you rely on television advertisementL

60 50 40 30 20 10 0 (e) !o *ometime 32 In % 14 54

:9 O respondent sometime rely on T2 advertisement totally on T2 advertisement

here as 5&O respondent rely

/o you change your perception of a product !y .ust seeing T2 advertisementL

B%

60 50 40 30 20 10 0 (e) !o *ome time 20 28 In % 52

:& O respondent change their perception of a product !y .ust seeing T2 advertisement# hereas &> O respondent change it some time

/o you thin( advertisement is necessary for your decision ma(ingL

>'

45 40 35 30 25 20 15 10 5 0

41 32 27 In %

Al'a%) *ometime ne#e))ar% ne#e))ar%

!ot al'a%)

,n the survey the respondents ere as(ed ho much they feel advertisement is necessary in their decision ma(ing. &BO said that it is al ays necessary in decision ma(ing# 5&O said that advertisement sometimes plays a necessary part hen they ta(e a decision#and 91O said that advertisemnet is not necessary in decision ma(ing .

6hat are the factors hich influence your decision ma(ing processL

>1

2 17 +ro$,#t feat,re) A$verti)ement -o)t Frien$) o.inion

46

35

This chart sho s

hat are the factors considering

hich a respondent

ill !e influenced ill influence them# ill get lots of

to decide to !uy a product.9;O said that the features of the product 5:O said that advertisemnet

ill influence them to decide as they

information a!out the product# 1BO said that the cost of the product ma(es tham decide to !uy a product and &O said that they ill go !y the opinion of friends

6hat do you loo( for in an advertisementL

>&

6 1 22 +ri#e /enefit) -elebrit% "ffer) 0,alit%

41

30

,n the survey the respondents ere as(ed hat are the apspect that they see in an ad..91O said that thay see the price# 5'O said that they see that !enefits sho n in tha ad.# &&O see the !rand endorsers# ;O see the offers given and 1O see the -uality of the product sho n in the ad..This sho s that in larger amount customers see the price aspect an ad hen they see

/o you purchase a product .ust !ecause advertisement is made goodL

>5

34 (e) !o 66

,n this chart the -uestion as(ed to the respondents

as if they purchase a product only

!ecause their favourite cele!rity is endorsing a particular product. 3or this ;;O said that they purchase only !ecause their cele!ruty is endorsing it# 59O said that they do not purchase This is clear that cele!rity endirsement plays a great part in the !rand preference.

6hat are the factors in an advertisement hich ill ma(e you change your !rand loyaltyL
>9

10

33 52

/enefit) 1al,e for mone% !e' feat,re) 2i)#o,nt

The respondents

ere as(ed

hat are the reasons

hich

ill ma(e them change their

!rand loyalty. :O said that the !enefits of another product may ma(e them change their !rand loyalty# :&O said that the value for money may ma(e them change# 55O said that ne features in another prduct may compel them# 1'O said discounts offered !y another !rands may ma(e tham s irtchersThrough this survey it is clear that in comparison to other factors valur for money plays a great role for customers to change the !rand preference.

,f you hear the name of a !rand through advertisement hat do you recallL

>:

1 M,)i# &agline en$or)er) .ro$,#t benefit)

42 39

10

The respondents ere as(ed hat they can recall after they see or hear an ad.. 91O of the respondents said that they can recall the music product and 1O they recall the !enefits that hich as played in the ad.# 1'O can remem!er the tag line# 5%O they remem!er the !rand endorser# >O can recall only the ere sho n in the ad..This ma(es it clearly evident that music in an ad. ma(es it possi!le for consumers to recall the particular !rand.

).1.1) C1&t&%*+ o#se1'*t&o,s

>;

Consumer ac-uires information a!out their !rands from television. Consumers rely on advertisement hich sho s that advertisement is important. Consumers sometimes change their perception of a !rand !y seeing an

advertisement. Consumers said that product features influence their decision ma(ing process. Consumers loo( for the price of a product in an advertisement. Consumers purchase a product !ecause their favourite cele!rity is endorsing it. Consumers loo( value for money sho n in an ad ma(es them change their !rand

loyalty. 6hen it as as(ed hat they recall after seeing or hearing an ad. Consumers said

music. Consumers said that music is very important in an advertisement.

).1.1- F&,d&,3s According to this study# it has found out that people notice advertisements and the a areness level of the !rand is good only !ecause of advertisements. *ased on this study , ould say television advertisements have more reach to the

people. Customers prefer television in comparison to other media since they get !oth the audio and visual effects .This also proves that customer8s rely on advertisements sho n in media The customers li(e !randed products !ecause of the -uality it possesses. 3or an advertisement to !e effective the price# the music and the tag line should !e highlighted. These three aspects create a great impact in !rand preference.

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).1.18 S 33est&o,s Companies should research continuously for -uality improvement. /evelop more effective advertising campaigns Advertising messages should !oth !e persuasive and reminder<oriented. . Comparative advertising is useful in this regard. Television com!ines motion# sound# and special visual effects for hich it is the most preferred media for advertisements. To employ integrated advertising of their product. $ore !udgets could !e devoted to T2 adverts in vie of the consumers8.

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CHAPTER -

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-.1 CONCLUSION
Television and advertising together present a lethal com!ination and has !ecome an integral part of modern society .,t is the most convenient route to reach not only adult consumers !ut also the adolescents. Adolescents are manipulated !y advertisement promise that the product ill do something special for them hich ill transform their ith life. The results of the study revealed that the girls vie ed T.2. advertisements advertisement

interest and found them entertaining and informative. The main reasons for li(ing an as the information it provided regarding the discount# special gifts ere also the attached# !rands and -uality of the product. The non<informative factors li(e cele!rities# Catchy slogans# visual effects funny advertisements# good music and action reasons for li(ing an advertisement# in order of priority. The influence of the media and the advertising through it is e4tremely profound on the psychosocial development. ,f consumers are e4posed to these media# they may have the deleterious effects as it has the potential to influence eating ha!its# e4ercise ha!its# !uying ha!its and mental health. ,t ould not !e an e4aggeration to say that advertising shapes the consciousness. Consumers minds do not understand persuasive intent in advertising# they are easy targets for commercial persuasion

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-.2 BIBLIO/RAPHY

Ronald *erman# #d%ertising and Social Change =*everly "ills? Ieorge *elch and $ichael *elch# #d%ertising and Promotion 5 ata Mc6raw Hill7 3er Erdogan# $ichael J. *a(er and +tephen Tagg# @+electing Cele!rity EndorsersC The Practitioner8s Perspective#A Journal o2 #d%ertising +esearch . i(ipedia.com .google.com .ncaer.org edms.matrade.gov httpCDD httpCDD .s-uidoo.comDinfluence<of<advertising .indiantelevision.com

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