Professional Documents
Culture Documents
Submitted by:
Bijay Poudel
Entitled:
Has been prepared as approved by this Department in the prescribed format of faculty of
Management. This Thesis is forwarded for examination.
Supervisor
Name: Prof.Dr.Shree Krishna Shrestha, PhD.
VIVA-VOCE SHEET
We have conducted the viva-voce examination of the thesis
Submitted By:
Bijay Poudel
Bharathiar University
COMBATORE
SCHOOL OF DISTANCE EDUCATION
Entitled
And found that the thesis to be the original work of the student and written according to
prescribed format. We recommend the thesis to be accepted as partial fulfillment of the
requirement for Master of Business Administration (M.B.A.)
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II
DECLARATION
I hereby declare that the work reported in this thesis entitled Advertising Impact on Brand
Choice and Brand Loyalty (Special Reference to Toothpaste) submitted to the research
department of Institute of Banking and Management studies (IBMS). Kathmandu,
Nepal, affiliated to Bharathiar University, is my original work done in the form of partial
fulfillment of the requirement for the Master of Business Administration, under the
guidance and supervision of Prof.Dr.Shree Krishna Shrestha, Special thesis Lecturer of
III
ACKNOWLEDGEMENTS
This piece of research work (thesis) has been prepared for the partial fulfillment of
requirement for the Master of Business Administration (M.B.A.). The completion of the
present study is a product of help and support of several hands. So I would like to express
my gratitude to all these respondents for their support and help.
I would like to expand my sincere gratitude to Mr. Kashyap Shakya , the lecturer of
Marketing Management, IB&MS for his perceptual, valuable advice, kind supervision
and constant guidance and encouragement through out the study period . Also I express
my indebtedness to all the lecturers and faculty of the IB&MS. Specially to DR. Nirmala
KC Principle of Institute of Banking and Management studies (IBMS) , for her
academic support and help for the completion of this thesis.
My heartfelt thanks and gratefulness goes to my all friends of Institute of Banking and
Management studies for their direct help for the accomplishment of this thesis. And I
never forget the help of my parents (Khemraj and Radha Devi Poudel), sister Bipana
,brother Bikash and my friends (Kamal, Aatmaram) and all those who directly and
indirectly help me for completion this thesis .
Finally effort has been made to avoid all type of errors and mistakes, though mistakes
may occur. So I am sorry for the unknown mistake that I may have made in this work.
Bijay Poudel
Registration No: 14P35J0187
IV
TABLE OF CONTENTS
Page
RECOMMENDATION LETTER
VIVA-VOCE SHEET
II
DECLARATION
III
ACKNOWLEDGEMENT
IV
TABLE OF CONTENTS
LIST OF TABLE
VIII
LIST OF FIGURE
IX
ABBREVIATION
10
10
11
12
14
16
19 2.4
Function of Advertising
20
20
20
20
20
21
21
21
21
22
22
23
23
24
24
25
26
26
27
27
27
28
29
29
31
32
33
33
33
33
34
34
VI
2.18.2.2 Television
34
35
35
36
37
38
41
41
41
41
43
44
44
44
45
69
5.2 Conclusion
70
5.3 Recommendation
71
BIBLIOGRAPHY
73
APPENDICES
77
VII
LIST OF TABLES
Table No.
4.1
4.2
4.3
4.4
4.5
4.6
4.7
4.8
4.9
4.10
4.11
4.12
4.13
4.14
4.15
4.16
4.17
4.18
4.19
4.20
4.21
Titles
Page No.
Knowledge about the Advertisement of Toothpaste
45
Medium of Knowledge about the Advertisement
of Toothpaste
45
Preferred Brand of Toothpaste as 1st Choice
46
Preferred Brand of Toothpaste as 2nd Choice
46
Advertising Believability of Toothpaste Brand
47
Impact of Advertising on Choosing the Toothpaste Brand
48
Advertisement Preference of Toothpaste Brand
48
Medium Preference for the Advertising
of Toothpaste Brand
49
Preferred Benefits to Buy the Toothpaste
49
Duration of Using Current Brand
50
Advertising Believability of Toothpaste Brand
According to Gender
50
Advertising on Choosing the Toothpaste Brand
According to Gender
51
Advertising Preference of Toothpaste Brand
According to Gender
52
Medium Preference for the Advertising of Toothpaste
Brand According to Gender
53
Role of Advertising in Changing Brand of Toothpaste
According to Gender
54
Advertising Believability of Toothpaste Brand
According to Age
54
Impact of Advertising on Choosing the Toothpaste Brand
According to Age
55
Advertisement Preference of Toothpaste Brand
According to Age
56
Medium Preference for the Advertising of Toothpaste
Brand According to Age
57
Advertising Believability of Toothpaste Brand
According to Education Level
58
Impact of Advertising on Choosing the Toothpaste Brand
VIII
4.22
4.23
4.24
4.25
4.26
4.27
IX
59
60
61
63
64
65
66
LIST OF FIGURES
Figure No.
1.1
Titles
The Advertising Pyramid
1.2
2.1
19
2.2
28
Page No.
2
ABBREVIATIONS
AAAN
AIDS
FM
= Frequency Modulation
MBA
MBS
NAC
NAP
NTV
= Nepal Television
Pvt. Ltd.
= Private Limited
SLC
TU
= Tribhuvan University
UHF
UK
= United Kingdom
USA
= Mean
&
= And
= Percentage
XI