Advertisements and Consumer Attitude

Advertisement & Consumer’s Attitude
CHAPTER - 1
ADVERTISEMENTS AND CONSUMER’S ATTITUDE
INTRODUCTION
A person is known to his/her way of communication. It’s the basic

requirement for each human being as a whole.
Communication is the process of expressing an idea to the target

people, in every sphere of human life communication has to be required
inevitably.
Advertising is also a part of communication that enables to educate

and insist the customers about the product and services. Advertising
enhances the business by publishing advertisements in the media such as
newspapers, radio, cinema , T.V, billboards etc. So with the development
of media advertisement hs reached every nook and corner of the country.
Now- a- days various uses of the product and services are known to
customer before it is being purchased or made available to them.
Advertising is to sell something through efficient communication. It

informs, educates, guides, as well as protects the buyers, so that they can
buy intelligently and raise their standard of living. It has made possible
tremendous industrialization and economic development of a country and
it is the backbone of modern nation and international marketing.
1 Sahyadri Arts & Commerce College, Shimoga

This work title “Advertisement and Consumer Attitude” is strictly

adhered to its objectives and topics . The data for it is through Primary
and Secondary data collection.
Primary data may collected through various methods such as
questionnaires, schedules etc.,
Secondary data may be collected from the library, encyclopedia, various
report and committee reports.
OBJECTIVE
1 To measure the effectiveness of advertisement.

2 To show the exact market at present for the advertising
3 To study which media of advertising reaches quickly and easily to the
target people at large.
4 To know what type of products and servises masses want.
5 To know the influence of advertisment on consumer.
6 How much advertisement has brought changes in social life.
IMPORTANCE OF THE STUDY
“Advertisement and Consumer’s Attitude” is the topic of the study.

The importance of the study is to answer the role, and potent of
advertisement in today’s globalised and modern trade and commerce.
Advertisement is not merely a message about the product on service
provided but a guided force to persuade the consumer towards the subject
of the advertisement. It creates a brand image of the

organization/company in the competitive market place, developed it and

maintains it. In the economic value, advertisement has brought into
tremendous economic changes, in the life of the company as well as in
the lives of the consumers.
To know the latent value advertisement in the market place and the
force exerted towards the consumer is the focal point of the study. Upto
some extent it will surely answer the very questions about the wants and
needs of consumers and the objectives of advertisers. Apart from it, how
advertisement has made changes in life style.
We humanbeings as a whole in one or other aspects of life are
“consumer”. It is the responsibility of all the consumers to know the
various aspects of advertising and consumers attitude towards
advertisement.
REVIEW OF LITERATURE
Various literatures, were reviewed to accumulate the reguiste

information and datas for the study, “Advertisement of Consumer’s
Attitude”.
“Consumers Attitude Towards Royal Enfield Bullet – A study of

Appolo Enterprises” is a project report submitted by Swaroop S.V to the
department of commerce and management, Sahyadri Arts and Commerce

College, in the year 2002-03. He finds out some common consumer’s

attitude.
“Ethics in Advertising: An Analysis” an article by B.Radhamadhan

produces the supreme objectives of manufacturers of any product. She
made the conclusion that “Tall claims are made in the process of
conveying the message, marketing of products by companies is a great
social responsibility as well, not merely a commercial proposition”.
“The Consumer’s Protection Act 1986” was thoroughly reviewed and it
enables to define the most abstract term of the study “Consumer”.
Moreover, “The Consumer’s Interest” by J.D.Forbes was used comparing
with the Consumers Protection Act 1986.
METHODOLOGY
Both primary and secondary data have been collected to bring out this
dissertation
The sources of secondary data are:
 Journals
 Newspapers
 Magazine
 Library Books etc
Primary data have been collected through distribution of

questionnaires to the selected respondents. It had been issued to the

respondents to avoid unnecessary delay and the sampling

questionnaires were prepared in a structural manner.

CHAPTER - 2
AN INTRODUCTION TO ADVERTISEMENT
The word advertising is derived from the France word

“ADVERTIR”, which means to turn to or to notify, to inform or
announcement of_____
The dictionary (Websters) meaning of advertising is ‘Any system or

method of attracting public notice, to an event or product’. In technical
terms according to the AMA (American Marketing Association),
advertising is defined as “any paid form of non-personal presentation of
ideas, goods and services by identified sponsors”. It is a paid
communication because the advertiser has to pay for the space and time
in which his advertisement appears.
Advertising is the business of helping other business houses,

services, organization to sell their products, idea and to promote images.
It stimulates market growth and secures to maintain competition among
the manufacturers, producers, and service providers.
GROWTH AND DEVELOPMENT
In ancient times the first advertising was by public criers that

circulated through the streets calling attention to the sale of such items as
cattles, goods, slaves etc. An ancient written advertisement

approximately 3000 years old was discovered by a group of archeologist

delving in the ruins of Thebes. It proves that history of advertising can be
trace to 3000yrs back from now.
During the middle ages, the spoken word was the principle means of
communication and there were little activities that we called now
“advertising”. The invention of movable type by John Guttenberg in
1450 was a real boon in the realm of printing publication, quickly
ushered an era of modern advertising made possible to publish many
copies of different print types cheaply and quickly
Printing made possible the transition from simple announcement to

the system of arguments and suggestion which constitute modern
advertising and medium of development was newspapers. Sometimes
weekly news papers carried a few advertisement including the first
offering of Coffee in 1652, Chocolate in 1657 and Tea in 1658.
At the beginning of the 17th century all advertising was dealt a blow
when the British Govt. imposed a tax of one and half penny on every
newspapers and magazine sold and an additional tax of one shilling on
every advertisement. But the aim of this by the British Govt. was to
silencing the criticism of press in their colonial administration not for
raising money and funds. In spite of this tax however, advertising prosper
during the18th century.

Benjamin Franklin was regarded as the father of advertising in

United States. In 1729 he put an advertisement before the editorial at the
masthead of the first issue of “The Pennsylvania gazette”.
19 th century was indeed a period of expansion with the growth of

development as well as expanded factory outputs and advertising
promotes to market these products.
During the first two decade of the 20 th century advertising was re-
examined; certain excess had developed and caused widespread
resentment. This resolution came from within the industry and from the
Govt.
In 1914 ABC (Audit bureau of Circulation) was organized. It

quickly he main sources of reliable information about the circulation of
newspapers and periodicals in United States and Canada, such
information was of great value to advertisers as a means of determining
the size of the audience reached by each publication.
In 1920,s radio advertisement, a new medium of detriment was

added. It has a great impact in the advancement of advertising. Now-a-
days the medium of advertising has increasing with the recent
development in field of science and technology and its implication in
mass media communication. So, varied ranges of advertising mediums
such as, Internet, Cinema, etc were introduced.

TYPES OF ADVERTISING
Five types of advertising:-
 Product Launching Campaign-
When a company introduces a new product in the market, it takes up a

big advertisement campaign. The aim of such campaign is to inform
about the product entry into the market where many such competitive
products already exist. Such an advertisement is so design that the
product gets an edge over the other existing brands. They are generally
big budget campaign.
 Competitive advertising-
When a products market shrinks or likely to shrinks because of the

presence of another product or more, it comes out with ads adding new
points, or announcing change in the packaging etc. to put an edge over
the other competitive products.
 Sales promotion advertisements-
The ads are meant for general sales promotion of the product. The
idea such behind such ads is to remain alive in the market by repetitive
presentation of the product in the advertisement world. They are also
regular ads.

 Public notice message –
These advertisements are released when direct public participation

became necessary in a particular prog. The motive such ads is to draw
and grow public interest on the message concerned
 Public relations ads –
Such ads are released from time both by public sector and private
sector organization the aim of such ads is to build the organizational
image. Issues related to national interest are generally the subject matters
of such advertisements.
LEVELS OF ADVERTISEMENT
There are six (6) types of ads. They are
 National:- Its is one which promotes the products and services of a
firm that markets nationwide and to promotes their identity.
 Trade:-Its one, which addresses retailers, asking them to stock and
promote the advertising brands.
 Industrial:-Its one, which sells goods from one producers to
another producers.

 Professional:-Its one, which sells from producers to professionals,
such as medicine to doctors.
 Regional:- Which covers region in one or two states.
 Local :-That cover only a particular locality or an area. These
types of advertisements are undertaken by dealers, such as

wholesalers and retailers.
AS A PROMOTOINAL TOOL
It has following plus points as a promotional tool.
- It offers planned and controlled message.

- It ha s ability to deliver message.
- IT can reached customers that cannot be approached by salesmen.
- It helps to pre- sell goods and pulls the buyers to retailers.
- It is very useful to create maximum interest and offer adequate
knowledge of new products.
- It offers a wide choice of channels for transmission of message such
as visual etc.
- It can contact and influence numerous people simultaneously and
quickly.

Advertising is useful and it gives its own benefit to the

manufacturers, retailers, salesmen, consumers and society in general.
FUNCTION OF A POSITIVE ADVERTISEMENT
 It is to attract attention.
 It is to appeal to the sense of the consumer.
 It is to create a need for the product or services best, or the service
that nobody else can give better.
 It’s to build up and improve the organization’s image.
 It is to build up and improve the brand preference of the product.
EFFECTIVENESS OF ADVERTISEMENT
The effectiveness of advertising is to sell something a product, a

service or merely an idea through effective communication.
An effective advertisement is as follows
 It should be communicative.
 It should be attentive receiving.
 It should be simple, direct and easy to understand.
 It should be honest, truthful, and sincere.
 It should be informative.

 It should be aim at the target clientele.
The advertising make the people look, like, learn, and buy which
is based on AIDA’s (Attention- Interest-Desire-Action)
Following are the main effects of advertising
 It must make people to see it.

 It must make people to read it.
 It must people to understand it.
 It must people to believe it.
 It must people to want the product.
The advertising executives are concerned with the assessment of the

effectiveness of advertising efforts. Managements need to know whether
the campaign is really useful in attaining the objectives.
Advertising management usually takes two forms- one involves

the sales effect of advertising i.e., sales volume generated by
advertisements. The other involves the communication effect of
advertising or to the degree to which the audience perceive the content of
the product.
For this purpose advertisements are pre-tested before exposing

target consumers to the advertisements and post testes are conducted after

consumer have been exposed to find out whether information

communicated has been successful in its purposed.
CHAPTER - 3
ADVERTISING ETHICAL ISSUES
ADVERTISING ETHICAL ISSUES
Advertising involves many ethical issues albeit having its good sides.
The main issues concern taste, Puffery, Stereotyping, advertising
children, controversial products advertising, and subliminal advertising.
TASTES
Different things offend different people what is in good taste to some

people is objectionable to others. Stammered saying of Mr. Tillis’s a
country and western –singer “They are my kind of f-f-folks at Fina” in an
a American Petrofina’s gasoline advertising was objected by the
American Speech Language Hearing Association(ASLHA). Thy charge
that campaign exploited Mr. Tillis’s handicap and thus was not in good
taste.
Ads for certain products such as, pantyhose, bras and girdles,
laxatives, and female hygiene aids, produce higher level of distaste than
other product advertisements.

Use of sexual indirect reference (innuendo), nudity in advertising is

not new. But it’s the current today’s question. Kelvin Klein was one of
the first to employ sexual innuendo in his advertising messages. In 1980
his designer jeans featured model Brooke Shield coyly asking ‘Do you
want to know what comes between me and my Calvin? Nothing .’ It
provokes huge stir against the ads.
PUFFERY
It is defined as “ advertising which praise the item to be sold with

subjective opinions, superlative or exaggerations, vaguely and generally
stating no specific facts”. Critics contended that puffery is misleading
and should be regulated by the Federal Trade Commission (FTS).
The following familiar slogans are examples of puffery.
 “Bayer works wonders”

 “Nestlé’s make the very best chocolate”
 “Keebler - uncommonly good”
 “Thing go better with Coke”

STEREOTYPING
It involves presenting a group of people in an unvarying pattern that

lack individuality. The issue of stereotyping is connected to the debate
whether advertisements shapes Society’s value or simply mirror them.
Critics complied that ads showed women as preoccupied with beauty,

household duties, and motherhood. The accused advertising executives of
viewing women as zealous homemaker, who were in endless pursuit of
antiseptic cleanliness, why not men? E.g. TV ads four Lysol, Spic, and
Span show ladies frantically spraying and polishing everything in sight
from refrigerator door to dining room tables to kitchen floor.
Racial and ethnic group also complain of Stereotyping in

advertising .Root of most complain is that certain groups are shown in
subservient, unflattering ways and a basic of a joke. Other critics
complain about under-presentation of minorities in advertisements.
ADVERTISING TO CHILDREN
The most controversial topic of 1970s in United States, according to

an expert reported that the average child watch more then 1300 hrs of
television annually, which resulted in exposure to over 20,000

commercials. It was complaint that the duration of advertisements

directing at children in children’s TV is too long and children did not
possess the skills necessary to evaluate advertising messages and to make
purchase decisions.
ADVERTISING CONTROVERSIAL PRODUCTS
Alcohol and Tobacco:-
Restrictions on products thought to be unhealthy and the unsafe are

not new. In United States cigarette advertising on TV and radio has been
banned since Jan.1, 1971. In 1987 the issue was the advisability of a total
ban of every form of media advertising of tobacco and alcohol products.
Condom :-
Another advertising controversial products, whether condoms should

be advertised and if so, in what media. Many advertising agencies have
hesitated to accept condom ads because of its high sensitive nature.
Supporter of such advertising contend that the growing no of sexually

transmitted diseases, including AIDS make such ads necessary. This
issue rises difficult questions that will not be easily resolved but in some
countries like INDIA advertisement on condom is done through all forms
of media, keeping in view to protect from sexually transmitted diseases.

Subliminal advertising:-
Subliminal is of that is transmitted in such a way that the receiver is

not consciously aware of receiving it. This usually means that symbols
are too faint or to brief to be clearly recognized. The furor over
subliminal perception begun with a 1958 study by James Vicary in a
movie theater in Fort Lee, New Jersey, where the words “ Drink Coke”
and “Eat Popcorn” were flashed on the screen, allegedly resulting in
increased sales of popcorn and coke.
Advertising has for long, remained as essential part of business, trade

and commerce. The sudden and rapid changes in the realm of
manufacturing industry and the technology have led to a transformation
in the life style of people around the globe.
Companies seeking to meet the needs to consumers and persuade

buyers to buy their brand with each other. This has resulted in great
competition among them. Ultimately, the advertisers are forced to adopt
different strategies in a bid to sell their products.

ANALYSING THE ETHICS OF ADVERTISING
Advertising has for long, remained as essential part of business, trade

and commerce. The sudden and rapid changes in the realm of
manufacturing industry and the technology have led to a transformation
in the life style of people around the globe.
Companies seeking to meet the needs to consumers and persuade

buyers to buy their brand with each other. This has resulted in great
competition among them. Ultimately, the advertisers are forced to adopt
different strategies in a bid to sell their products.
“SELLING BY ANY MEANS”
In the past few years, the range and variety of advertisement have
expanded to such an extent that it is difficult for people to comprehend
the scene. The purpose is the same whatever be the product may be an
automobile, a soap or fairness cream, mobile phone, utility article, food
item, household items etc. The aim is to persuade the customer to
purchase the product or service provided. Advertisement is absolutely a
game and the name of the game is “selling by any means”.

“SELLING A LIFESTYLE”
There can be no doubt that in the present age of consumerism, with an

amazing variety of products flooding the markets, the consumer is left in
a state of confusion. It is an intense competition among the manufactures
to persuade the customer to buy their product and brand. This has
resulted reserting to various range and varieties of advertisement obey the
manufacturers.
Look at the various brands of some product. Say for example,

international motor car manufacturers, be it Toyota, Honda, Hyundai or
Ford competes with their Indian counter parts like Tata and Maruti in our
country. Changes in the lifestyle arise from more money in the hands of
large sections of people and advertisement plays the game.
In such a situation the objective is to persuade even the irresolute

customer to buy a product and the brand associated with it. Here comes
the importance of the Brand Image and that the image is associated with
or linked to status, lifestyle or success.
Many companies make it a point to get their products endorsed by

celebikes. These methods of using well know people (actors, cricket
players etc) to promote their product is now becoming a vogue of
advertisement. Here also, all the warm sentiments about the product

attributed to the celebrity. Thus, it becomes a purely commercial

proposition and the question of ethics thus comes in. In fact a strategy
often used by marketers and advertisers is what we may as “Selling a
lifestyle”.
As example of selling a lifestyle or dream that found Real state firms

usually used
“Scale up your expectations-experience the joy of true living at
Hiranandani Upscale”.

CHAPTER - 4
COMMUNICATION
The word “communication” from the Latin word “communis” which

means common. It is a process of exchange of facts, ideas, opinion and as a
means that individuals or organizations shares meaning and understanding
with one another. On other words, it is the system and process through
which meanings are shared communication enables us time important things
to grow to learn to be aware of ourselves and to adjust to our environment.
Communication is fundamentally a social phenomenon. To

communicate with one another is a compulsive urge to human beings.
There can be no mutual understanding without communication mutual
understanding is the core of human relations. Communication is like birth,
death, breath, and wanting to be loved as a part of life itself. Man is a
communicating animal; he alone has the power to express in words sight,
sound, touch, smell and taste are the modes of exchange of messages.
Communication is the story of man and his efforts to communicate
effectively. Civilization and culture progress to the extend communication
has made these possible.
The capacity to communicate effectively and clearly is an important

skill. The speaker or communicator has to make the message clear and easily

understandable both in work and outside. In any profession it is not possible

to get through without communication. Communication is a valuable assets
for most people in the modern day busy world such as for lawyers, teachers,
auditors, consultants, Administrators, politicians, parents and children’s etc,
thus communication is basic and indispensible in any group activities and
civilized society.
Certain teacher should be followed to be a successful good

communicator. It must build in to his speech an element of good will to
which the listener will react favorably. A speech creates good well provided
a message produces a favorable reaction from the listeners. It can be
achieved by promoting a friendly, kind attitude, cheerful consent towards the
recipient or listeners. Listeners are many human, of all common and
various capacities, idiots, lunatics, etc. They should be treated as such, and
the message capable of being understood by them all.
FORMS OF COMMUNICATION:-
 Oral communication.
 Written communication.
 Diagonal communication
“Oral communication” earliest as well as widely practiced medium

of communication. It is through oral words or words of mouth. The

communicator and recipient are the parties. It has the advantage of speed
correct and complete interaction. In it doubts, clarification, explanations and
questions can be sought and answered at once.
“Written communication”. In a written communication every

message is in black and white. It is the best method when the communicator
and the recipient are beyond oral communication media. In this type of
communication the word get in touch with other. The process involves
sending a message by written words. This medium ensures exchange of
facts, ideas, opinions through written instruments by which the individual o
organization came in touch with each other’s and share understanding and
meaning with others.
“Diagonal communication”. Diagonal communication provides a

line or route for conveying information in the organization among various
levels. Diagonal communication travels from subordinate to superiors and
between persons at different levels. It takes places among a department or
employees or different levels of the hierarchy.
WHAT TO COMMUNICATION?
The purpose of communication and communicator are numerous and

varied.
Some examples:-

• To Buy.
• To Sell.
• To Inform.
• To Misinform.
• To Reveal.
• To Conceal.
• To Teacher.
• To Learn.
• To send information to buyers.
• To Cause.
• To Get Information from buyers
• To Cause.
• To Prevent.
• To Affirm.
• To Clarify.
• To Confuse.
• To Feature sellers.
• To Feature buyers

• To Compliment
• To Criticise.etc.
PLANNING FOR COMMUNICATING
• Why?
Why do we want to communicate? What is the purpose of

communication? Is it to persuade or to inform? Is any particular action
required?
• What?
What is it we want to communicate? An order, an idea, an attitude or a

feeling? What form of word or possible action best meet the situation?
• How?
How are we going to communicate? On what form will the

communication will get home the message fastest?
• Who?
Is the key to communication situation? How does he feel about me:

about this situation? What are his likely reactions to my proposals?

• When?
Finally, when? When is the right time to get across this message,
when is the receiver likely to give it the most attention? When is the
most likely to be influenced? Often, timing can be critical to the
success of the communication.
• Where?
It is implies where does the message relationships between the sender

and the receiver.
ESSENTIAL OF COMMUNICATION:
Communication is a “process of passing information and

understanding from one person to another …….” This process almost
always takes place between four or five factors,
 Initiator.
The organization or initor (eg. a business corporation or trade

association).
 Communication.

The communicator (e.g. media person or a public relations agency).
 Message.
The message (e.g. a press or lecture).
 Medium.
The medium may be newspaper or radio television or book or a letter.

 Addresse.
Finally, the address (e.g. the newspaper reader or the owner of a telephone
or teleprinter or the viewer of a television).

BENEFITS OF COMMUNICATION ARE:-
 A better understanding of co-worker and customer behavior.
 Increased recognition and ability to change ineffective communication

styles.
 New skills for resolving interpersonal conflicts.
 Increased productivity even an adverse conditions.
 Improve interviewing and consulting techniques
 The ability to create an organizational climate of support and trust.
 Active, accurate listening habits.
 Enhanced powers of interpersonal motivation.

CHAPTER - 5
CONSUMER
CONSUMER
“Everybody must consume in order to survive……………………….

Since all people are consumers……………………………However,
……………………..Most individuals must be gainfully
employed………………………………………………………….. In order
to…………….finance their consumption, implying that most people are
producers. As a result there is no single, well defined pattern of actions
which uniquely and universally determines consumption behavior.
Therefore, while everyone is a consumer, it is also true that no one is solely
a consumer”.
But “The Consumer Protection Act 1986” and its first enactment in
India recognized consumers as a class in itself in respect of the goods and
services.
Section 2(1)(d) of the Act defines the term “Consumer” as under:
1) Buys any goods for a consideration which has been paid or promised
or partly paid and partly promised or under any system of deferred

payment and includes any user of such goods other than the person
who buys such goods for consideration paid or promised or partly
paid or partly promised, or under any system of deferred payment
when such use is made with the approval of such person, but does not
include a person who obtains such goods for resale or for any
commercial purpose;
2) [Hires or avails] any services for a consideration which has been paid
or promised or partly paid and partly promised, or under any system

of deferred payment and include any beneficiary of such services
other than person who [hires or avails of] the services for
consideration paid or promised, or partly paid and partly promised, or
under any system of deferred payment, when such services are availed
of with the approval of the first mentioned person.
3) In the sub-clause (i), “ Commercial Purpose” doesn’t include use by a

consumer of goods brought and used by him exclusively for the
purpose of earning his livelihood, by means of self-employment.
According to the above definition it became evident that the definition is

Very wide and comprehensive coverting not only the goods and services.
Therefore a consumer includes not only the buyer of goods but also the hire
of services. It converts not only the actual buyer of goods but also the user.
Similarly not only the hirer of services but also the beneficiary of such
services, is a consumer.

CATEGORIES OF CONSUMER
1. Consumer of goods:
These are the first category of consumer within the definition. A

person claiming as a consumer should satisfy the following conditions.
1. There must be a sale transaction between the seller and the
buyer.
2. It must be of goods.
3. It must be for a consideration.
4. It must have been paid or promised or partly paid and promptly

promised or under any system of deferred payment.
5. The user may also be a consumer when such use is made within
the approval of the original buyer.
2. Consumer of Services:
The second category of consumer is that of hirer or user of
services. In order to be considered as a consumer and for the purpose
of services it is essential that the services must have been hired or
availed of for consideration.

Under the Section 2(1) (d) clause (ii) of the Indian Consumer
Protection Act 1986, a consumer for the purpose of services
means any person who-
1. Hires or avails of any services for consideration

2. Includes any beneficiary of services other the hirers or users,
provided that services are availed of with the approval of the
hirer.
Therefore even a beneficiary of services other the hirers or users,
provided that services are availed of with the approval of the hirer.
Therefore even a beneficiary services is also considered as a consumer.

E.g., a beneficiary is a nominee under an insurance policy or under a bank
guarantee.
3. Company as Consumers:
A person within the scope of Consumer Protection Act shall

include a company. A consumer under the Act is not necessarily an
individual or a natural person, but also a company or partnership by
virtue of the definition contained in general clauses Act.
A body of any persons forming an association in pursuance of a

common purpose and acting jointly is person’s within the extended
definition and is consumers within the ambit and scope of the Act.


CONSUMERS ATTITUDE
Consumers are open to influence and that there is often a wide

degree of substitutability possible within consumer’s preference
patterns. Generally consumers have a limited budget and many wants;
in effect, a consumer has some money to spend, but wants more than
the money available can buy. Always the budget must be allocated to
provide as much satisfaction as possible to the consumer within that
budget constraint.
According to the definition of the “Basket of Goods”,

consumers wants is a rational process, in the first stage consumers
appears to be able to make a rough ranking of preferred ways to spend
money. The second stage is that all goods in the basket are to an
extend substitutes. The degree of substitutability varies.
E.g. Milk and eggs are only limitedly substitutable for bread or
rice. In other categories there may be wide latitude for substitutabity,
such as a compromise between home repairs and a holiday.
From the above “definition of the basket of goods”, there is

some framework of how consumers develop their wants. The more
commonly voiced concerned has to do with the direct role of
advertisement to influence brand purchase. Advertisement reflects the
values of a culture and has a profound effect on changing and
influencing those values.

CONSUMER’S NEEDS
Needs are the basic forces that motivates a person to do something.

There are two kinds of needs.
 PRIMARY OR INNATE NEEDS

 SECONDARY OR ACQUIRED NEEDS
Primary or innate needs are physiological and include the needs

for food, water, air, shelter and sex.
Secondary or acquired needs are those we learn in response to

our culture or environment. These may include needs for Esteem,
Prestige, Affection, Power, Learning etc.
A list of general consumer needs is shown below
Achievement The need to accomplish difficult feasts; to

Perform arduous tasks.
Exhibition To display yourself, to reveal personnal

Identity, to gain notice, to win the attention
Of others.

Dominance The need to have power; to hold a position

Of authority, to direct others.
Diversion The need to play, fun, to relax.
Understanding The need to learn and comprehend; to teach,

Instruct others with expertise.
Xluturance The need to give care, comfort.
Sexuality The need to establish sextual identify and

Attractiveness.
Security The need to be free from threat of harm; to

be safe; to protect self, family, property.
Independence The need to make our choice.
Recognition The need for positive notice by others.
Stimulation The need to experience events and activities

that stimulates the senses or exercises
perception.
Novelty The need for change and diversity; to be

amazed or mystified.

Affliliation The need for association with others; to

enjoy mutually helpful relationships.
Succorance The need to receive help, support

encouragement.
Consistency The need for orders, cleanliness, logical

connection.

CHAPTER - 6
ATTITUDE
ATTITUDE
An attitude is a learned predisposition a feeling that one hold

toward an object, a person or an idea that leads to a particular
behaviour. An attitude focuses on some topic that provides a focal
point for a person’s beliefs and feelings.
We are not born with attitudes, we develop and learn it.

Because, we can change them, unlearn them, or replace them with
new ones. It also vary in direction and in strength. That is, an attitude
can be positive or negative, reflecting like and dislike.
Attitude in advertisement is very important because they

influence how consumers evaluate products. A strong positive attitude
might be turned into brand preference and loyality. Changing an
attitude is not impossible, but it is difficult.
Attitude also reflects consumers value. The consumer tell the

world what he stand for and identify the things and ideas he consider
important.
An attitude explains person’s evaluations, feelings and

tendencies towards the product, psychologists hence defined attitude

as an emotionalized inclination to respond positive or negatively to a

product.
The concept of attitude occupies a ample position in the

consumer behavior studies in particular and social psychology in
general because attitude measurements helps in understanding and
prediction of consumer behavior.
“Attitude” refer to a product position to behave in a particular

way when presented with a given stimulus and the attitudes towards
the people, place, product and things can be positive or negative or
favourable or unfavourable.
Attitude develop gradually as a result of experience.They emerge

from interaction of a person with family, friends and reference groups.
COMPONENTS OF ATTITUDE
There are three (3) distinctive components of attitude namely

(1) Cognitive
(2) Effective
(3) Co-native components.
“Cognitive components” are those that what an individual believes

about an object, things, or an event whether it is good or bad, necessary or

unnecessary, useful or useless. It is based on the reason and it is linked with

knowledge and experience of a person.
“Effective component” is what an individual feels about the object,
things or an event whether it is pleasant or unpleasant, tasty or tasteless. It
pertains to individuals emotions.
“The co-native component” is what an individual response to the

object, things or an event. It is on the other two components and is related
with his behavior.
Each of these three attitude components varies according to situation

and the person. The marketer may be interested in confirming the existing
attitudes depending on how his product is performing in the market.
ATTITUDE CHANGE
An important strategy for most marketers is to effect alteration of

consumer attitudes and reinforcing the existing positive attitudes about
Thurs brands to ward off any competitive attacks .most advertising for well
-known brands attempts to maintain and reinforce positive attitudes.
“Taste of India”, “Hamara Bajaj”, “Just Do it”, are some of the long
running campaign’s attempts to reinforce consumer attitudes.
On the basis of fishbein’s multi-attitude model, four factors can be consider

to change attitudes.

1. By changing the values consumers place on product attribute.
2. By changing consumers brand beliefs.
3. By changing behavioral intensions.
Changing values placed on product attitude:-

This requires attempting to convince consumers to reassess the value
associated with a certain attribute.
For example, Apple computers do not have a floppy drive and

convince consumer that floppies are not reliable for storing data.
Changing consumer’s beliefs: -

It focuses on shifting belief about the performance of brand on one or
more attributes.
For examples, Nizoral shampoo advertisements convince consumer that

ketoconazole imgredient gives better protection against dandruff.
Changing brand evaluation;-

It focuses on influencing consumers overall brand attitudes without
any reference to specific attributes.
For examples:- “ ho shuru har din aisa”, Nescafe’s commercial is one such
attempt.
Change behavior:-
Consumer purchase or use behavior may precede the development of
cognition and affect . According to Ds kampt, behavior can lead directly to
affect, to cognition , or to both at the same time.
Consumer frequently try inexpensive new brands in the absence of any prior
knowledge or affects.
For example:-
A detergent is offered at a discount price and consumer after using it,
realizes that there is hardly any difference in the performance of the new
brand and regular brand. The consumer decides to continue using the new
brand and stays with even when the price returns to normal list price.
“Attitude change” is rely upon the above three attitude components,
cognitive, effective and co-native components or some combination of these
components.

CHAPTER - 7
BACKGROUND OF SHIMOGA
BACKGROUND OF SHIMOGA
Shimoga is a down situated amdist lush greenery of Malnad area on

the banks of river Tunga. Shimoga is an entrance to the world of greenery,
i.e., Malenadu. The city Shimoga is famous for culture, arts, literature, good
historical background and modernized people with rich Indian cultural
touch. People here neither more urbanized nor more rural.
Shimoga city is a famous historical and tourist place. 273 kms north
west of Bangalore is Shimoga, once a strong hold of the Keladi Nayakas,
worth seeing here is the Church of the Sacred Heart and the Government
museum. Kadambas, Gangas, Chalukyas, Rashtrakutas, Hoysalas and
Vijaynagara emperors from the 4th century ruled Shimoga. Arts, literature
and culture were developed in the period of Keladi Nayakas. In that period a
traveler from Italy by name Della Vella explained that the land is rich in
culture and in lifestyle.
12th century Shiimoga is the unforgettable period for the world. This is
the period when Akkamahadevi was born in Shimoga. This is the place
where Shantala Devi took born, Allama Prabhu lived here.

Now Shimoga is the place which has given three Ministers to present
the State Government and Booming Industrial Center.
CLASSIFICATION
 Businessmen
 Agriculturist
 Employee
 Student
The above four professional classes mere taken for the purpose of the
study “Advertisement and consumer’s Attitude”. The intentions behind
such selection are due to their relations and concern towards the topic,
and these are the classes that are commonly available around us.
Businessmen is directly concerned with advertisement. Businessmen

are the class of people who directly reflects the effects of advertisement
by the virtue of their business, trade and commerce. In the course of their
business activities itself advertising is also an inseparable one.
The other three classes are the indirect beneficiary of advertisement.

In another word, they are the target people and consumers. They get
information about the advertising product through the advertisement and
they responded to it.

So, the selection of the professional classes became an inevitable

option as the classes of the study.
DATA ANALYSIS
ANALYSIS OF SURVEY FINDINGS
The total member of respondents is 60. They were selected on a random

basis.
Table no. 1:
Consumer classification on the basis of locality.
Locality No of Consumer Percentage%

Vidya nagar 12 20%
Shanti nagar 18 30%
Tank mohalla 10 16.66%
Vijaya Nagar 8 13.33%
Millghatta 12 20%
Total 60 100%
The above table shows out of 60respondents 12, 18, 10, 8, 12 are from
VIdya Nagar, Shanti Nagar, Tank Mohalla, Vijaya Nagar, Millghatta
respectively.
Chart showing the locality of the Respondents.

Table no. 2:
Classification on the basis of Occupation.
Occupation No of persons Percentage%

Businessman 15 25%
Agriculturist 15 25%
Employee 15 25%
Student 15 25%
Total 4 60 100%
The above table shows 15 respondents are selected from each

classification, With 25% each.
Table no.3:

Classification on the basis of sex Based on sex.
EQ. No of Repondants Percentage%

Male Female Male Female
Businessman 9 6 23% 28%

Agriculturist 8 7 21% 37%
Employee 10 5 25% 15%
Student 12 3 31% 20%
Total 4 39 21 100% 100%
The above table shows out of 60, 39 respondents are Male and 21 are Female
Table no. 4:
Classification based on educational qualification.
Educational No of persons Percentage%
Qualification
Below SSLC 13 22%

P.U.C 21 35%
Graduate 24 39 %
Post-graduate 1 2%
Any other 1 2%
Total 60 100%
Table no. 4 shows that out of 60 13 Respondents are Below PUC, 21 PUC, 24
Graduate, 1 Post Graduate and 1others. The percentage is 22,35,39,2,2
respectively.

Table no. 5:
showing the desire of advertisement.
Yes/no No of respondents Percentage%

yes 58 97%
No 2 3%
Total 60 100%
The above table shows out of 60 respondents 97% of respondents desire of

advertisement

Table No . o6:
showing purchase any material or service by seeing
advertisement.

yes 55 92%
No 5 8%
Total 60 100
Table No 06 shows that out of 60 respondents 92 % purchase any material or

service by seeing advertisement.

Table 07:
Showing the likeness of advertisement media.
Media No of respondents Percentage%

Newspaper 15 25%
Magazine 8 14%
Television 20 34%
Radio 12 18%
Internet 3 55%
Others 2 4%
Total 60 100%
Table No 07 Shows that out of 60 respondents 25 % ,14%, 37%, 18%, 5%,4%,

like news papers, magazines, televisions, Radil, Internet, and others
respectively.

Table No 08 :
showing the sources/medium of getting
advertisement information.
Media No of respondents Percentage%

Newspaper 7 12%
Magazine 10 17%
Television 35 58%
Radio 6 10%
Internet 2 3%
Total 60 100%
Table No 08 shows that out of 60 respondents, 12%,17%,58%,10%,3% get

advertisement information through Newspaper, Magazine, Television, Radio
and Internet respectively.

Table No.9 :
showing advertisement is effective.

Yes 54 90%
No 6 10%
Table no 9 shows that out of 60 respondent 90% says that advertisement is

effective.


Table no10:
Showing “is advertisement is educative”.
Yes/no No of respondent Percentage%

Yes 54 90%
No 6 10%
The above table shows that 90% out of 60 respondents says advertisement
is educative.

Table no 11 :
Showing “is advertisement creates brand
preference and brand loyalty”.

Yes 43 72%
No 17 28%
Total 60 100%
Table no 11 shows that out 60 respondents 72% says advertisement create

brand preference and remaining 28% saying No.

Table no.12:
Table showing whether advertisement monopoly.

Yes 11 19%
No 49 81%
Total 60 100%
The above table shows that advertisement does not create monopoly. Out of 60
respondents 19% of respondents are saying Yes and 81% of respondents saying
No.

Table No. 13:

Table showing whether advertisement mislead
the customers.

Yes 19 32%
No 41 68%
Total 60 100%
Table no.13 shows that out of 60 respondents 32% saying Yes and 68 percent
saying No.

Table No. 14:

Table showing believe in advertisement.
Yes/No No of respondent Percentage%

Yes 48 80%
No 12 20%
Total 60 100%
The above table shows out of 60 respondents 80% of respondents are saying
Yes and 20% of respondents saying No.
Table No.15:

Table showing regularly influence by

advertisement.

Yes 33 55%
No 27 45%
Total 60 100%

Table 16 :
Table showing product prefer to buy most.

Soft Drink 12 20%
Dress Materials 20 34%
Cosmetics 13 22%
Others 14 24%
The above table shows out of 60 respondents Soft Drinks, Dress Materials,
Cosmetics & others are 20%,34%,22%, &24% respectively.

Table 17:
Table showing advertisement made changes in life-
styles.

Yes 56 93%
No 4 7%
Total 60 100%

CHAPTER - 8
CONCLUSION
Conclusion
Advertisement is very useful promotional tool for business purpose,

and people are reacted to advertisement very positively and quickly.
Advertisement is educative to consumers, it prevents from unwise
purchase.
Most of the respondent gives the opinion that advertisement is useful

97% are in favor of advertisement only a meager 2 % doesn’t like any
sort of advertisement.
92% people used to purchase materials by seeing the product

advertisement, and television is the most popular medium of the
advertisement because of its less expenditure. 34% of the people get the
advertisement information from television and the 25% , 18% , 14%, 5%
, 4% of people get their advertisement information from news paper ,
Radio , Magazine, Internet And others respectively.
Brand preference is also created by advertisement ,

advertisement created brand preference to 72% of people . the rate of
people belive in advertisement is very high with a percentage of 80.
Dress material advertisemnts is the most wanted advertisement with a
persentage of 34 and 22 % , 20% , 24% for cosmetics, soft Drinks and
others respectively.93 % of people made changes in life style by the

impact of advertisement.
FINDINGS
 97% of the people want the advertisement.
 98% of people thinks advertisement as effective
 Television is the only medium of the advertisement that could reach to
large number of people
 93% of respondents says advertisement made change in life style.
 Dress material advertisement is largely wanted by the people.

BIBLIOGRAPHY
 Ethics in advertising : An Article by B. Radhamadhavi.
o Feb – 15-2009. Southern Economist.
 Indian Consumer Protection Act -1986
 Consumers interest by J D Forbes.
 Mass communication in India by Keval J Kumar.
 Consumer Behavior by Loudon david L
 Advertising Strategy by Tom Altstiel, Jean Grow.

QUESTIONNAIRE
“ADVERTISEMENT AND CONSUMER’S ATTITUDE”
SECTION – A
1) NAME –
2) ADDRESS-
3) AGE-
4) SEX- MALE ( ) / FEMALE ( )
5) OCCUPATION:-
A) BUSSINESMAN
B) AGRICULTURIST
C) EMPLOYEE
D) STUDENT
A( )B( )C( )D( )
6) EDUCATIONAL QUALIFICATION
A) BELOW SSLC
B) PUC
C) GRADUATE
D) POST- GRADUATE
E) ANY OTHER
A( )B( )C( )D( )E( )

SECTION- B
7) DO YOU LIKE ADVERTISEMENT?
YES ( )/ NO ( )
8) DO YOU PURCHASE ANY MATERIAL OR SERVICE BY SEEING

ADVERTISEMENT?
YES ( )/ NO ( ).
9) THROUGH WHICH MEDIA DO YOU LIKE ADVERTISEMENT?
A) NEWSPAPER
B) MAGAGINE
C) TELEVISION
D) RADIO
E) INTERNET
F) OTHERS
A( )B( )C( )D( )E( )F( )

10) FROM WHICH MEDIUM OF ADVERTISEMENT YOU GET

ADVERTISEMENT INFORMATION?
A) NEWSPAPER
B) MAGAGINE
C) TELEVISION
D) RADIO
E) INTERNET
F) OTHERS
A( )B( )C( )D( )E( )F( )
11) DO YOU THINK ADVERTISEMENT IS EFFECTIVE?
YES ( )/NO ( ).
12) IS ADVERTISEMENT EDUCATIVE?
YES ( )/ NO ( ).
13) IS ADVERTISEMENT CREATES BRAND PREFERENCE AND

BRAND LOYALITY?
YES ( ) / NO ( ).

14) DO YOU THINK ADVERTISEMENT CREATES MONOPOLY?
YES ( )/ NO ( ).
15) DO YOU THINK ADVERTISEMENT MISLEADS THE

CUSTOMERS?
YES ( )/ NO ( ).
16) DO YOU BELIEVE IN ADVERTISEMENTS?
YES ( )/ NO ( ).
17) DOES ADVERTISEMENT REGULARLY INFLUENCE ON YOU?
YES ( )/NO ( ).
18) WHAT TYPE OF ADVERTISED PRODUCT YOU PREFER TO BUY

MOST?
A) SOFT DRINK
B) DRESS MATERIALS
C) COSMETICS
D) OTHERS

19) DO YOU THINK ADVERTISEMENT MADE CHANGES IN LIFE

STYLE?
YES ( )/NO ( ).
Signature of the respondent

THANKS FOR CO-OPERATION

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Advertisement & Consumer’s Attitude

ADVERTISEMENTS AND CONSUMER’S ATTITUDE

A person is known to his/her way of communication. It’s the basic

Communication is the process of expressing an idea to the target

Advertising is also a part of communication that enables to educate

Advertising is to sell something through efficient communication. It

1 Sahyadri Arts & Commerce College, Shimoga

This work title “Advertisement and Consumer Attitude” is strictly

1 To measure the effectiveness of advertisement.

IMPORTANCE OF THE STUDY

“Advertisement and Consumer’s Attitude” is the topic of the study.

2 Sahyadri Arts & Commerce College, Shimoga

organization/company in the competitive market place, developed it and

Various literatures, were reviewed to accumulate the reguiste

“Consumers Attitude Towards Royal Enfield Bullet – A study of

3 Sahyadri Arts & Commerce College, Shimoga

College, in the year 2002-03. He finds out some common consumer’s

“Ethics in Advertising: An Analysis” an article by B.Radhamadhan

 Library Books etc

Primary data have been collected through distribution of

4 Sahyadri Arts & Commerce College, Shimoga

respondents to avoid unnecessary delay and the sampling

5 Sahyadri Arts & Commerce College, Shimoga

The word advertising is derived from the France word

The dictionary (Websters) meaning of advertising is ‘Any system or

Advertising is the business of helping other business houses,

GROWTH AND DEVELOPMENT

In ancient times the first advertising was by public criers that

6 Sahyadri Arts & Commerce College, Shimoga

approximately 3000 years old was discovered by a group of archeologist

Printing made possible the transition from simple announcement to

7 Sahyadri Arts & Commerce College, Shimoga

Benjamin Franklin was regarded as the father of advertising in

19 th century was indeed a period of expansion with the growth of

In 1914 ABC (Audit bureau of Circulation) was organized. It

In 1920,s radio advertisement, a new medium of detriment was

8 Sahyadri Arts & Commerce College, Shimoga

Five types of advertising:-

 Product Launching Campaign-

When a company introduces a new product in the market, it takes up a

When a products market shrinks or likely to shrinks because of the

 Sales promotion advertisements-

9 Sahyadri Arts & Commerce College, Shimoga

 Public notice message –

These advertisements are released when direct public participation

 Public relations ads –

There are six (6) types of ads. They are

 National:- Its is one which promotes the products and services of a

firm that markets nationwide and to promotes their identity.

 Trade:-Its one, which addresses retailers, asking them to stock and

promote the advertising brands.

 Industrial:-Its one, which sells goods from one producers to

10 Sahyadri Arts & Commerce College, Shimoga

 Professional:-Its one, which sells from producers to professionals,

such as medicine to doctors.

 Regional:- Which covers region in one or two states.

 Local :-That cover only a particular locality or an area. These

types of advertisements are undertaken by dealers, such as

It has following plus points as a promotional tool.

- It offers planned and controlled message.

11 Sahyadri Arts & Commerce College, Shimoga

Advertising is useful and it gives its own benefit to the

FUNCTION OF A POSITIVE ADVERTISEMENT