A STUDY ON THE IMPACT OF ADVERTISEMENT ON

CONSUMER BEHAVIOUR

A PROJECT REPORT

Submitted in partial fulfilment for the award of the degree of

BACHELOR OF COMMERCE

BY
VIGNESH BABU R
(17BCC0052)

UNDER THE SUPERVISION OF

Prof. VIJAYARAJ K

DEPARTMENT OF COMMERCE
SCHOOL OF SOCIAL SCIENCES AND LANGUAGES

VELLORE

MAY, 2020
 DECLARATION

I, Mr VIGNESH BABU R with register number 17BCC0052, hereby declare that the
project report entitled “The Effect Of Advertisement On Consumer Behaviour”
submitted by me to VIT Vellore, in partial fulfilment of the requirement for the award
of the degree of Bachelor of Commerce is a bonafide work carried out by me under
the supervision of Prof. VIJAYARAJ K, Department of Commerce, School of Social
Sciences and Languages, VIT Vellore – 632 014. I further declare that the work
reported in this project has not been submitted and will not be submitted, either in part
or in full, for the award of any other degree or diploma in this institute or any other
Institute or University.

Place: Vellore Mr VIGNESH BABU R

Date: 18/5/2020 (Signature)

i|Page
 CERTIFICATE

This is to certify that the project work entitled “The Effect of

Advertisement on Consumer Behaviour” submitted by Mr VIGNESH BABU R
with registration number 17BCC0052, to VIT Vellore, in partial fulfilment of the
requirement for the award of the degree of Bachelor of Commerce, is a bonafide
work carried out by him under my supervision. The project fulfils the requirement
as per the regulations of VIT Vellore and in my opinion meets the necessary
standards for submission. The contents of this report have not been submitted and
will not be submitted either in part or in full, for the award of any other degree or
diploma in this Institute or any other Institute or University.

Place: _

Date: Guide’s Name & Signature

Examiner 1: ______________ HOD, Commerce, SSL: ______________

Examiner 2: ______________ Dean, SSL: ______________

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 ACKNOWLEDGEMENT

At the outset, I thank the Almighty God for His blessings for granting me the
knowledge and right aptitude to successfully complete my project work.

I would like to express my special gratitude and thanks to my guide Prof. VIJAYARAJ
K Department of Commerce, School of Social Sciences and Languages, whose esteemed guidance
and immense support encouraged me to complete the project successfully.

I wish to express my sincere thanks to Honorable Chancellor, Dr. G. Viswanathan;

esteemed Vice-Presidents; respected Vice Chancellor, Dr. Anand A. Samuel and respected Pro-
Vice Chancellor Dr. S. Narayanan of this prestigious VIT, Vellore for providing me an excellent
world class academic environment and facilities for pursuing my B.Com programme.

My sincere gratitude lies to the Dean, Dr. G. Velmurgan, School of Social Sciences
and Languages, and Head of the Department of Commerce, Dr. M.Muthumeenakshi for
providing me an opportunity to do my project work at VIT, Vellore.

I also thank all the faculty members of the Department of Commerce and faculty of
other Departments of the School of Social Sciences and Languages and the non-teaching staff
for giving me the courage and strength that I needed to achieve my goals.

My special thanks to my friends for their timely help and suggestions rendered for the
successful completion of this project.

This acknowledgement would be incomplete without expressing my whole hearted

thanks to my parents for their continuous support and guidance in all walks of my life.

Mr. VIGNESH BABU R

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 CONTENTS

TITLE PAGE NO.

DECLARATION i

CERTIFICATE ii

ACKNOWLEDGEMENT iii

CONTENTS iv

LIST OF TABLES v

LIST OF CHARTS vi

Chapter I INTRODUCTION 1-6

Chapter II REVIEW OF LITERATURE 7-14

Chapter RESEARCH METHODOLOGY 15-18

III
DATA ANALYSIS AND 19-37
Chapter
IV INTERPRETATIONS

FINDINGS, SUGGESTIONS AND 38-43

Chapter
V CONCLUSION

APPENDIX 44-47

REFERENCES 48-50

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 LIST OF TABLES

TABLE NO. TITLE PAGE NO.

4.1 AGE OF THE RESPONDENTS 20

4.2 GENDER OF THE RESPONDENTS 21

4.3 MARITAL STATUS OF THE RESPONDENTS 22

4.4 SALARY OF THE RESPONDENTS 23

4.5 WHY DO YOU LIKE THE ADVERTISEMENT 24

4.6 WILL YOU BUY PRODUCT BY SEEING THE 25

ADVERTISEMENT
4.7 WHICH MEDIA IS THE BEST MEDIA FOR 26
ADVERTISEMENT
4.8 ADVERTISEMENT THROUGH ELECTRONIC MEDIA IS 27
BEST OPTION TO PROMOTE THE PRODUCT
4.9 ADVERTISEMENT THROUGH PRINT MEDIA IS BEST 28
OPTION TO PROMOTE THE PRODUCT
4.10 DO YOU THINK THE ADVERTISEMENT OF PRODUCT IS 29
4.11 DO YOU THINK THAT ADVERTISEMENT HAS FORCED 30
YOU TO BUY MORE PRODUCTS
4.12 DO YOU THINK ADVERTISEMENT IS NECESSARY FOR 31
THE PURCHASE OF A PRODUCT
4.13 DO YOU MOSTLY PURCHASE CONTINUOUSLY 32
ADVERTISED PRODUCT
4.14 DO YOU CHANGE YOUR THINKING OF A PRODUCT BY 33
JUST SEEING THE ADVERTISEMENT
4.15 WHAT IS THE FACTOR IN AN ADVERTISEMENT WHICH 34
WILL MAKE YOU CHANGE YOUR BRAND
4.16 DO YOU PREFER GOING TO ANY STORE JUST BY 35
SEEING THE ADVERTISEMENT
4.17 WHAT ARE THE THINGS THAT SHOULD BE 36
HIGHLIGHTED IN AN ADVERTISEMENT
4.18 IF YOU ARE SEARCHING FOR INFORMATION OF A 37
PRODUCT THAT YOU WANT TO PURCHASE WHICH
MEDIA WILL YOU PREFER

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 LIST OF CHARTS

CHART NO. TITLE PAGE NO.

4.1 AGE OF THE RESPONDENTS 20

4.2 GENDER OF THE RESPONDENTS 21

4.3 MARITAL STATUS OF THE RESPONDENTS 22

4.4 SALARY OF THE RESPONDENTS 23

4.5 WHY DO YOU LIKE THE ADVERTISEMENT 24

4.6 WILL YOU BUY PRODUCT BY SEEING THE 25

ADVERTISEMENT
4.7 WHICH MEDIA IS THE BEST MEDIA FOR 26
ADVERTISEMENT
4.8 ADVERTISEMENT THROUGH ELECTRONIC MEDIA IS 27
BEST OPTION TO PROMOTE THE PRODUCT
4.9 ADVERTISEMENT THROUGH PRINT MEDIA IS BEST 28
OPTION TO PROMOTE THE PRODUCT
4.10 DO YOU THINK THE ADVERTISEMENT OF PRODUCT IS 29
4.11 DO YOU THINK THAT ADVERTISEMENT HAS FORCED 30
YOU TO BUY MORE PRODUCTS
4.12 DO YOU THINK ADVERTISEMENT IS NECESSARY FOR 31
THE PURCHASE OF A PRODUCT
4.13 DO YOU MOSTLY PURCHASE CONTINUOUSLY 32
ADVERTISED PRODUCT
4.14 DO YOU CHANGE YOUR THINKING OF A PRODUCT BY 33
JUST SEEING THE ADVERTISEMENT
4.15 WHAT IS THE FACTOR IN AN ADVERTISEMENT WHICH 34
WILL MAKE YOU CHANGE YOUR BRAND
4.16 DO YOU PREFER GOING TO ANY STORE JUST BY 35
SEEING THE ADVERTISEMENT
4.17 WHAT ARE THE THINGS THAT SHOULD BE 36
HIGHLIGHTED IN AN ADVERTISEMENT
4.18 IF YOU ARE SEARCHING FOR INFORMATION OF A 37
PRODUCT THAT YOU WANT TO PURCHASE WHICH
MEDIA WILL YOU PREFER

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 CHAPTER-I

INTRODUCTION

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INTRODUCTION:

The phrase advertising is derived from the Latin phrase viz, “advertere” “ad” meaning
towards, “verto” meaning “I turn”. Simply stated advertising is the art “says green.”
Advertising is a well-known term for and all varieties of publicity, from the cry of the road
boy promoting newspapers to the maximum celebrate attention attracts device. The object
continually is to carry to public notice some articles or service, to create a demand to
stimulate shopping for and in general to bring together the person with something to promote
and the person who has means or wants to buy.

American marketing association has defined advertising as "any paid form of non-personal
presentation and promotion of ideas, goods or services by an identified sponsor. The medium
used are print broad cast and direct. Stanton deserves that "Advertising consists of all the
activities involved in presenting to a group a non- personal, oral or visual openly, sponsored
message regarding a product, service, or idea. This message called an advertisement is
disseminated through one or more media and is paid for by the identified sponsor.

Advertising is any paid form of non – personal paid of presentation of ideas items or services
by an identified sponsor. Advertising is a non- personal paid message of commercial
significance approximately a product, service or company made to a market by an identified
sponsor.

In developing an advertising programme, one have to constantly start via figuring out the
market wishes and buyer motives and ought to make five main decisions generally referred as
5M (mission, money message, media and measurement) of advertising.

BASIC FEATURES OF ADVERTISING

On the basis of diverse definitions it has certain basic features such as:

1. It is a mass non-personal communication.

2. It is a matter of record.

3. It persuades buyers to purchase the goods advertised.

4. It is a mass paid communication.

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5. The communication media is diverse such as print (newspapers and magazines)

6. It is also called printed salesmanship because information is spread by means of the

written and printed work and pictures so that people may be induced to act upon it.

For many companies advertising and marketing is the dominant element of the promotional
mix– particulars for those producers who produce convenience goods consisting of detergent,
non – prescription drugs, cosmetics, soft drinks and grocery products. Advertising is likewise
used extensively via maters of automobiles, domestic appliances, etc., to introduce new
product and new product features it uses its attributes, availability etc.

Advertising can also assist to convince capacity shoppers that a company’s product or service
is advanced to competitor’s product in make in quality, in price etc. it may create brand
image and reduce the likelihood of brand switching even if competitors lower their costs or
provide some appealing incentives.

MARKETING MIX:

The marketing mix has been the key concept to advertising. The advertising and marketing
mix was suggested through Professor E. Jerome McCarthy in the 1960s. The advertising mix
consists of four basic elements called the four P’s. Product is the first P representing the real
product. Price represents the process of determining the cost of a product. Place represents
the variables of getting the product to the purchaser like distribution channels, market
coverge and movement organization. The final P stands for Promotion that's the system of
accomplishing the target marketplace and convincing them to come out and buy the product
of the promoter.

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MEDIUMS OF ADVERTISEMENT:

Print Media:

Print media is a commonly used medium of advertising by businessperson. It includes

advertising thru every day paper, magazines, diaries, and so forth and is also referred to as
press advertising and marketing.

A) Newspapers:

You must have read Newspapers. In our nation every day papers are sold in English and
Tamil. These are the well sources of news, opinions and modern-day occasions. Also,
Newspapers are very commonplace medium of advertisement. The publicist conveys his
message via newspaper which reaches to an extremely huge number of individuals.

B) Magazine Advertising:

Magazine advertising includes advertising in regional and country wide magazines.

Magazines present an effective manner to market the brand of your enterprise. These whole
Magazines have a big range of readers and so, commercials published in them reach a
number of individuals.

Electronic Media:

This is a totally popular shape of advertising within the present day marketing. This includes
television, Internet and Radio.

A) Radio Advertising:

Everyone knows about radio and must have heard classified ads for extraordinary items in it.
In radio there are short breaks during transmission of any machine that's filled via classified
ads of products and services. Advertisers also sponsored the popular programs with the aid of
advertisement.

B) TV Advertising:

With fast improvement of data technology and digital media, TV is first inside the list among
the media of commercial. Television has maximum effective impact as it engages both eye
and the ear.

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C) Internet:

It is the maximum recent method for communication and collect data. If you've got a
computer and an access to internet you can have facts from everywhere throughout the globe
within seconds. Through net you can move to the website online of any producer or provider
and collect records. Sometimes when you don’t have internet site addresses you take help of
search engines like Google or portals. Almost all of the search engines or portals of different
manufactures or service providers promote their products.

Other Media:

All the media of advertisement discussed above are ordinarily used via consumers while they
may be at home or under a roof of any room, with the exception of radio and newspapers or
magazines to somewhat. Furthermore in all these media, the customer has to apply some
coins to get to the commercial. However, there are some exclusive forms of media available,
in which the consumer has to spend 0 and he can see such advertisements even as expressive
outside. There are such advertisements are gift items, posters, vehicular back displays,
hoardings, etc.

IMPORTANCE OF ADVERTISEMENT:

Advertisement is very crucial nowadays for each product within the world. Generally,
advertising and marketing is a low-cost technique of conveying selling messages to diverse
prospective buyers. It can secure leads for business persons and middlemen by convincing
readers to demand greater information and by means of recognizing outlets looking after the
item.

It can force middlemen to stock the product by means of building customer interest. It can
help attribute dealer’s sales people in item uses and functions. It can build dealer and
purchaser confidence in the company and its merchandise with the aid of building familiarity.
Advertising is to create market demand. It’s created demand of product for prospective
customers and encourages using the respected merchandise.

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Advertisement is effectively used one-of-a-kind technique for the sales of product like door
to door selling, personal selling or franchised based promoting of product. Advertisement has
turn out to be extra essential to business enterprises for both small and massive.

Advertisement is actual financial significance too. Advertisement techniques that increase the
quantity of devices sold stimulate economies within the production process. The
manufacturing fee in step with unit of output is decrease. It in turn ends in decrease fees.
Decreasing purchaser expenses then permit these products to grow to be to be had to more
human beings. Furthermore, the rate of newspapers, professional sports radio, TV programs
and professional sports, and the like is probably highly-priced without advertisement.

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 CHAPTER-2

REVIEW OF LITERATURE

7|Page
 REVIEW OF LITERATURE

Owolabi Akeem Usman and Jacob Olubukola Oladipo (2019) Organizational focus is
primarily on the way to get the attention of the possible customers and customers with
insinuation that a lot of factors influence consumer’s selections since consumers’ desires are
insatiable, multi-variant and divergent. This study examined the impact of advertising on
shopper programmes shopping for Behaviour. This study covers annual reports of elect firms
for an amount of ten years (2006 to 2016). Random sampling technique was accustomed
choose 10 foods and beverages companies in Nigeria. Panel knowledge analysis was used to
examine the out there knowledge whereas the result revealed that advertising features a
positive vital impact on programmed shopping for behaviour at zero. 05% level of
significance. Hausman check conjointly valid the random result. Therefore, a company ought
to implement the most effective strategy as a competitive advantage in presenting their
giving.

Fatima Ferreira & Belem Barbosa (2017) According to the results of this study, the users
who pay longer on Facebook are those finding Facebook advertising a lot of annoying. These
users are a lot of exposed and have accumulated opportunities for interaction with branded
content, however this accumulated exposure is related to a lot of negative perspective toward
Facebook advertising and with a lower propensity to move with the ads, together with
passing viva-voice communication to different customers. Similar proof was rumoured who
found that the longer users spent on the net the less positive their attitudes toward internet
advertising would be. Considering the necessity to leverage posts’ visibility with advertising,
it's suggested the adoption of a lot of subtle targeting techniques, in order to extend the
effectiveness of the ad. Moreover, social media campaigns ought to invest in inventive and
innovative content and target making price for social network users, specifically enhancing
the informative and recreation elements of ads.

Dr. P. Sadhasivam & Nithya Priya (2015) various studies have been made to examine the
impact of TV commercials and Online Advertisements and their effectiveness to find the
Perception, buying behaviour, attitude, and cultural impact of various target population. From
the results it could be concluded that classified ads play a essential function in influencing the
purchasers in choice making. Both TV classified ads and online classified ads have a positive
effect on consumers.

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Though TV and Online have prompted customers, TV is in advance of online ads as they
have got few drawbacks like physical technique towards products and safety concerns.

Kapoor and si (2014) studied impact of advertising and its impact on insurance industry
among 50 respondents in Delhi. The study concludes that public use Television for
information gathering and they mainly go by brand name but it is found that advertisements
do not guarantee the sale of Insurance policy product and only few respond to ads for buying
insurance policy.

Newspaper Association of America (2014), says 80% sales for newspapers comes from
advertisements. The advertising commercial enterprise is also a very profitable and efficient
one. It is anticipated that between the year 2016 – 2021 Nigeria attain a USD 2.8 billion as a
revenue from television and internet advertising alone (PWC, 2016). Businesses engage in
commercial as it brings them blessings which include prevailing new clients for the brand.
The advertisement that educates potential clients approximately its product in a convincing
manner wins new customers. Advertisement creates awareness for a product that otherwise
be unknown to people if commercial wasn’t in play.

Numan Arif Dar et al (2014) examined the perception of the worth of advertising on
Facebook and TV, among each male and woman students of University of Gujarat. A form
was distributed among three hundred students of the VI major departments of University of
Gujarat. Structural equation modelling was used in this study. The findings show that
Ducoffe’s packaging price wasn't suited both Facebook and TV. Irritation was additionally an
element that directly affects the attitude toward packaging. Diversion and irritation have
direct impact on attitude toward advertising.

Hemamalini.K.S. and Kurup (2014) in their studies focused to examine the effectiveness of
TV commercials in teenager’s perspectives and in addition to analyse the substantial courting
of involvement, message and movie star with the TV commercial in connection with the
purchasing intention to the teenagers. Primary information from 50 respondents were
collected the use of questionnaire. Secondary records from books, journals, information
papers and web sites had been additionally used. With the utility of Statistical gear like
weighted common method, Chi-square and issue analysis it turned into concluded that the
angle of the teenagers regarding TV commercial are effective in their purchase appeals and
the take a look at predicts the positive effect of television advertisement on customer
attention and without delay influences their interest for purchasing or to the desire for getting.

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The 3 descriptive factors-Involvement, Celebrity and Message has a sizable courting and
importance with the effectiveness of TV commercial in the direction of buying aim and has
proved these 3 factors has a privilege to get entry to a large target market in an effective
manner.

Yousaf and Shehzad (2013) studied the effect and impact of TV classified ads over illiterate
and literate humans of Pakistan. Findings indicate that illiterate spend greater than 2hrs
according to day of TV advertisements and literate watch less than 2hrs in keeping with day.
With regard to content material watching 70% of literates pick content in TV advertisements
and 68% of illiterates likes content. It is discovered that illiterates are behaviourally inspired
whereas literates are psychologically motivated. Not all the literates believe in the message
conveyed inside the commercials are proper so that they don’t attempt all merchandise
indexed in TV. But illiterates believe in the content material and strive to shop for those
products.

Devadas and Ravi (2013) made an effort to trace the cultural implication of T.V. on urban
youth in Karnataka state. Further they extended their study in understanding the television
viewing habit of urban youth and to compare the cultural impact of Television between urban
male and female youth. Primary data was collected from 800 respondents using
questionnaire. The data analysis depicts that television has profound influence on its viewers
especially on younger generations. The study also supports the argument that men and
women generally differ in their reaction to television programmes. It is also observed that
females discussed more about TV programmes than males. Finally it is observed from the
study that there is no significant difference between young male and female viewers, in
accepting cultural norms from television. Both male and female viewers are equally
susceptible to cultural implications from television.

Karthik.S (2013) studied approximately the impact of advertisements on social community

and how far they create information. These sites are used as advertising gear as they reach big
target market; cost effective, target advertising and time spend through human beings online.
Social networks help advertisers to recognise the demographic facts from the profile and
target classified ads without delay on customers. It is one of the easiest modes to unfold
content and accessibility tiers are high and connects user easily. Business on social network is
believed to be relied on when in addition will increase recommendation leading to sales.
Social networks are visible as a possibility for goal marketing.

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Rai (2013), the “effect of marketing on client’s desire” for the International Journal of
Management Research and Business Strategy (IJMRBS). Rai states especially that during this
facts era and media world, “Advertising plays a main position in changing the client’s
choice.” He further explains that this variation in consumer’s choice is in the direction of the
goods that are shown in classified ads. Rai believes that when a client is exposed to an advert,
it alters the mind-set with which they study the product. In connection with the purchasing
selection of the client, Rai indicates that “Advertising has brilliant influence in the purchasing
selection of customers for unique brands.”

Prithvi B.J and Mihir Dash (2013) as compared the effectiveness of radio, print and internet
advertising over and above TV advertising amongst a sample of 151 purchasers in Bangalore
selected via convenience sampling. It turned into determined that print advertising turned into
taken into consideration to be better than radio and internet advertising in terms of interest
grabbing, desirable and attractive. It turned into discovered that print marketing changed into
taken into consideration to be higher than radio advertising and own the capability to trade
mind-set. On the other hand, it was discovered that internet advertising and radio marketing
were considered to be higher than print advertising and marketing in phrases of
entertainment.

Rashid Saeed, et al (2013) examined the size of web advertisement on shopper perspective.
Data was collected through the form. The sample size was one hundred fifty and also the
respondents were chosen through Convenience sample, regression and correlation techniques
were used or analysing the info collected. Advertising Utility, trust, worth and perception
were the freelance variables and psychological feature, affection and behavioural attitudes
were the dependent variables. The study disclosed that there's positive and vital relationship
among the patron perspective and advertising utility. Further, it conjointly disclosed a
positive and vital relationship between shopper perspective and trust on advertisement.

Niazi (2012) conducted a look on effective advertising and its influence on shopper shopping
for behaviour. This analysis established that advertising is a good tool to draw in folks and to
divert their perspective completely toward a product. The analysis discovered that there's a
moderate relationship between shopper purchase attention, environmental factors and
emotional factors. If the patron is showing emotion hooked up with the merchandise, he or
she's going to opt to patronize that product. Typically folks amendment their brands simply to
check the opposite brands. Buying powers of individuals conjointly amendment with a

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change in factors similar to financial gain level and men principally like the advertising than
ladies. Advertising convinces folks to use the merchandise a minimum of once in their lives.
Celebrities employed in advertising conjointly contribute a larger positive influence on folks.
Mostly, folks consider advertisements instead of different sources like family, friends and
reference cluster opinions concerning merchandise. Consequently, advertising encompasses
an important role in trendy age as a result of it's a mechanism to create the behaviour of
society concerning merchandise. Folks get access to data and create choices concerning
product purchase.

Hooda and Aggarwal (2012) examined the key customer conduct attribute and relation
among them in E-Marketing perspective. Attempt changed into made to examine the
recognition price of e-marketing most of the Jaipur clients and its impact on their purchase
choice. Further reputation of e-advertising and the impact of frequency of net advertisements
on buy behaviour on consumers become tested and located that people irrespective of age and
gender surf internet. Most of the respondents irrespective of gender of different age group
locate e-buying extra handy and time saving and choose credit score card as the convenient
mode of the payment.

In the business-to-purchaser segment, income via the internet was increasing. Customers, not
handiest those from well-developed countries however also those from developing countries,
have become used to the brand new purchasing channel. E-advertising and marketing is
gaining reputation amongst human beings particularly the younger generation however
equally famous among all age groups. People have hesitations in the usage of e-services due
to security concerns, loss of physical approach in the direction of product offered, delays in
product delivery alongside with charge and excellent concerns.

Dinu.G (2012) carried out a have a look at to find the importance of advertising and
marketing on consumer behaviour. Results indicate that maximum of the purchasers are
interested by branded products and reductions performs a vital position in buying selection.
Consumers get drawn to new products at exhibitions and gala's conducted via producers.
Online commercials additionally have an impact on their buying choice. Advertising and
consumer behaviour are dynamic fields, in terms of scientific schooling and practice.
Advertisements use modern technique and are primarily informative.

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Pongiannan. K (2011) investigated and measured the viewer’s notion towards one-of-a-kind
commercial in TV media. The records were collected through a based questionnaire from
respondents of Coimbatore the use of snowball sampling. The look at located TV to be most
preferred media. The elements that may be attributed to this had been the Creativity,
Reliability, Reachability, Understand ability and Flexibility. The have a look at counselled
that advertisements must be humorous, lively and interest need to receive to message content,
presentation style and attractive slogans. Further, its miles advised to recommend the product
with celebrities to allow the viewers to take into account and recognize the advertisements.

Yelbert (2010) In the research study about the effects of advertisement of hair products on
students’ shopping habit. She had the remaining goal to determine whether or not the records
provided during advertising and marketing become good enough to fully inform college
students approximately the outcomes of the product. Yelbert changed into also interested by
whether students buy product because of fashions in commercials. She considerably checked
out the effects of advertising image on cultural perceptions of college students. Yelbert’s
research revealed that some people had a negative notion approximately advertising and
marketing. They described marketing as a way of selling inferior product to increase sales.
Also, advertisers did not deliver full statistics approximately product her studies findings
indicated that many college students are motivated to adopt hairstyles in commercials. They
buy a particular product because of the great of the product portrayed within the commercial.
Yelbert concludes that advertising and marketing has a tremendous and negative effect on
consumers. She fees Shimp, T.A (2000) “whether or not customers in the long run purchase a
product relies upon on whether or not the advertising and verbal exchange variables facilitate
buying” (Shimp, 2000; Yelbert, 2010). Yelbert discovered out that even though a few college
students had been influenced by marketing, others did not shape their purchasing habits based
on advertising and marketing. They alternatively had the impression that marketing become a
way to deceive them and make them buy merchandise they do no longer honestly need.

According to Forsyth, P. (2009) argues that people can be influenced to purchase by

advertisement, public relations, direct mail and various sell promotion techniques (p.143). He
further argues that it is also a part of marketing strategy how cultivate rotations with media to
create desired brand image for the organization. It is also important to be cautious about bad
news release by press about the organization therefore to achieve cumulate impact and good
result. Strategists need to be continuously observe for opportunities which media has to be
given preference and when.

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A deolu B. Ayanwale et al (2005) studied the influence of advertising on consumer brand
preferences. This take a look at examined the effect of advertising on purchaser buying
behaviour. The look at determined the have an effect on of age on advertising and marketing
and made advice for in addition improvement in marketing and brand management. The
studies examine discovered that marketing and first-rate are the major factors chargeable for
the success of product than others like price, packaging and availability of the product. The
take a look at confirmed that Television is an effective medium of advertising a product.
Effective advertisement campaign attracts consumer attention and seizes their interest. The
message must be sturdy and appealing enough to steer and build emblem preferences,
encourage company’s emblem and this observe confirmed that advertising and marketing
does not varying effect on age group.

According to Kotler (2002) advertising is a set of activities that present and promote ideas,
goods, or services, is non-personal through an identified sponsor. Through advertisement a
relationship is built between the manufacturer/produce and the ultimate consumers.
Advertisement does not directly impact the consumer's buying behaviours but helps in
creating awareness among the consumers. Advertisements are created in order to accomplish
the purpose of marketers; communicating the product to the consumers. Therefore an
advertisement must be able to influence the consumer's buying decision. There are several
objectives of advertising campaigns. A good advertising campaign must be able to
communicate the information to the consumers in such a way that the awareness about the
product is increased hence increasing their buying behaviours towards a particular product.
The several objectives of a good advertising campaign are presented in the table below.

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 CHAPTER-III

RESEARCH METHODOLOGY

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 RESEARCH METHODOLOGY

SCOPE OF RESEARCH:

This undertaking enables in projecting the impact of advertisement on customer behaviour.

It’s also display different kinds of commercials impact on consumer behaviour and best
medium of advertise that impacts in the Vellore town. My study is constrained with small
geographical location due to lack of time and parallel academic conduct.

SIGNIFICANCE OF RESEARCH:

As the trend going, now days clients are greater brand conscious. Due to the fast media, the
choice of brand is essentially have an effect on with the aid of the impact of advertisement.
The significance of the study is to see the impact of different mode of commercials
endorsement on the consumer behaviour inside the Vellore town after which to examine and
analysis which technique urges purchaser to shop for the product. The study facilitates the
distributor or manufacturer to pay attention on those elements that would virtually assist them
to boom the brand recognition, which ultimately hit consumer’s choice to choose them.

OBJECTIVE OF THE STUDY:

1. To know the effects of advertisement on the consumer’s buying behaviour.

2. To find out the most effective source of advertisement that consumer prefers.

INTRODUCTION:

In this chapter, researcher discuss the research design, area of study, population, sample of
the population, instrument for data collection and method of data analysis.

Research is a technique of logical and systematic utility of the basics of technological know-
how to the general and usual questions of a study and scientific method which provide
specific tools, particular method and technical rather than philosophical means for buying and
ordering the information previous to their logical analysis and manipulation. Different type of

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research designs is available depending upon the character of studies project, availability of
capable manpower and circumstances.

RESEARCH DESIGN:

The research design is the blueprint for the arrival of objectives and answering questions. It is
a master plan specifying the method and procedures for collecting and analysing needed
information. It is the framework of research methods and techniques chosen by a researcher.
The design allows researchers to hone in on research methods that are suitable for the subject
matter and set up their studies up for success.

 Descriptive Research is used in this study as the principle goal is to describe

characters of the phenomenon or a situation.
 Percentage analysis is used to analyse the data collected from survey.

DATA COLLECTION METHODS:

Data collection is one of the most important aspects of research. For the success of any
project accurate data is very important and necessary. The information collected through
research methodology must be accurate and relevant. The source of data includes primary and
secondary data sources.

Primary Sources: Primary data is data that is collected by a researcher from first-hand
sources, using methods like surveys, interviews. It is collected with the research project in
mind, directly from primary sources. Primary information has been collected directly from
sample respondents through questionnaire and with the assist of interview from the people of
Vellore.

Secondary Sources: Secondary data is data gathered from studies, surveys, or experiments
that have been run by other people or for other research. Secondary statistics has been
collected from textbooks, Newspapers & Internet that facilitates my study on the impact of
advertisement on consumers.

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SAMPLE DESIGN:

Sample design is definite plan determine before any data is actually obtaining for a sample
from a given population. The researcher must decide the way of selecting a sample. Samples
can be either probability samples or non-probability samples.

Sample Size: 100 Respondents.

A pilot study is conducted in order to evaluate the feasibility and to improve upon the study
design. Out of 100 first 5 are used for pilot test.

RESEARCH APPROACH:

The research approach that the study follows was an inductive one. According to this
approach researcher began with specific observation that was used to produce generalized
suggestions, perceptions and conclusions drawn from the research. The reasons for choosing
inductive approach is it gives the context were research effort is active. While it’s almost
appropriate for small samples that provides quantitative. Survey Method is used in this
research.

Research instrument: Questionnaire

Respondents: The population for this research observe consists of the residence of Vellore.
The respondents were selected because the study is focused on their preferences as consumer
that is affected by advertisements.

PERIOD OF RESEARCH:

JANUARY 2020 – MAY 2020

PROJECT METHODLOGY:

Considering the research objectives, descriptive research design is adopted to have more
accuracy and rigorous analysis of research study. Available secondary data was extensively
used for the study. The questionnaire is collected from the residents of Vellore based on the
feedback I started finding suggestions and solutions.

TOOLS USED FOR DATA ANALYSIS:

This research was done with the help of percentage analysis and descriptive statistics.

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 CHAPTER-IV

DATA ANALYSIS AND INTERPRETATIONS

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 DATA ANALYSIS AND INTERPRETATION

This chapter attempts to analyse and interpret the data so as to achieve the objectives of the
study with the help of percentage analysis.

DEMOGRAPHIC QUESTIONS:

AGE OF THE RESPONDENTS

TABLE 4.1

PERCENTAGE OF
AGE
RESPONDENTS
BELOW 20 YEARS 16%
20-30 YEARS 40%
30-40 YEARS 26%
40 & ABOVE 18%

INFERENCE:

The table 4.1 shows that out of 100 respondents 16% of the respondents belong to the age
group of Below 20 years, 40% of the respondents belong to the age group of 20-30 years,
26% of the respondents belong to the age group of 30-40 years, and 18% of the respondents
belong to the age group of 40 years & above. It is further illustrated in Chart 4.1

CHART 4.1

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GENDER OF THE RESPONDENTS

TABLE 4.2

PERCENTAGE OF
GENDER
RESPONDENTS

MALE 45%

FEMALE 55%

INFERENCE:

The table 4.2 shows that out of 100 respondents 45% of the respondents are male and 55% of
the respondents are female. It is further illustrated in Chart 4.2

CHART 4.2

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MARITAL STATUS OF THE RESPONDENTS

TABLE 4.3

PERCENTAGE OF
MARITAL STATUS
RESPONDENTS
MARRIED 48%
UNMARRIED 52%

INFERENCE:

The table 4.3 shows that out of 100 respondents 48% of the respondents are married and 52%
of the respondents are unmarried. It is further illustrated in Chart 4.3.

CHART 4.3

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SALARY OF THE RESPONDENTS

TABLE 4.4

PERCENTAGE OF
SALARY
RESPONDENTS
10000-15000 33%
15000-30000 39%
30000-50000 18%
50000 AND ABOVE 10%

INFERENCE:

The table 4.4 shows that out of 100 respondents 33 % respondents earn in the income bracket
of 10000-15000 per annum, 39% respondents earn in the income bracket of 15000-30000 per
annum, 18 % respondents earn in the income bracket of 30000-50000 per annum and 10 %
respondents earn in the income bracket of 50000 and above per annum. It is further illustrated
in Chart 4.4

CHART 4.4

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MULYIPLE CHOICE QUESTIONS

WHY DO YOU LIKE THE ADVERTISEMENT

TABLE 4.5

WHY DO YOU LIKE THE PERCENTAGE OF

ADVERTISEMENT RESPONDENTS
A] ITS THEME 32%
B] IT HAS FILM STARS 29%
C] BECAUSE OF GOOD MUSIC 21%
D] OTHER REASONS 18%

INFERENCE:

The table 4.5 shows that out of 100 respondents 32% of the respondents said that they like the
advertisement because of its theme, 29% of the respondents said that they like the
advertisement because it has film stars, 21% of the respondents said that they like the
advertisement because of good music and 18% of the respondents said that they like the
advertisement because of other reasons. It is further illustrated in Chart 4.5

CHART 4.5

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WILL YOU BUY PRODUCT BY SEEING THE ADVERTISEMENT

TABLE 4.6

WILL YOU BUY

PERCENTAGE OF
PRODUCT BY SEEING
RESPONDENTS
THE ADVERTISEMENT
A] YES 45%
B] NO 24%
C] MOST RARELY 31%

INFERENCE:

The table 4.6 shows that out of 100 respondents 45% of the respondents said that yes they
will buy products by seeing the advertisement, 24% of the respondents said that no they will
not buy products by seeing the advertisement and 31% of the respondents said that most
rarely they will buy products by seeing the advertisement. It is further illustrated in chart
4.6

CHART 4.6

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WHICH MEDIA IS THE BEST MEDIA FOR ADVERTISEMENT

TABLE 4.7

WHICH MEDIA IS THE BEST MEDIA PERCENTAGE OF

FOR ADVERTISEMENT RESPONDENTS
A] TV 33%
B] NEWSPAPER 24%
C] SOCIAL MEDIA 31%
D] OTHERS 12%

INFERENCE:

The table 4.7 shows that out of 100 respondents 33% of the respondents are saying TV is the
best media for advertisement, 24% of the respondents are saying newspaper is the best media
for advertisement, 31% of the respondents are saying social media is the best media for
advertisement and 12% of the respondents are saying other medias is the best media for
advertisement. It is further illustrated in chart 4.7

CHART 4.7

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ADVERTISEMENT THROUGH ELECTRONIC MEDIA IS BEST OPTION TO
PROMOTE THE PRODUCT

TABLE 4.8

ADVERTISEMENT THROUGH ELECTRONIC

PERCENTAGE OF
MEDIA IS BEST OPTION TO PROMOTE THE
RESPONDENTS
PRODUCT
A] AGREE 52%
B] DISAGREE 26%
C] NOT SURE 22%

INFERENCE:

The table 4.8 shows that out of 100 respondents 52% of the respondents agree that
advertisement through electronic media is best option to promote the product, 26% of the
respondents disagree that advertisement through electronic media is best option to promote
the product and 22% of the respondents are not sure that advertisement through electronic
media is best option to promote the product. It is further illustrated in chart 4.8

CHART 4.8

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ADVERTISEMENT THROUGH PRINT MEDIA IS BEST OPTION TO PROMOTE
THE PRODUCT

TABLE 4.9

ADVERTISEMENT THROUGH PRINT MEDIA

PERCENTAGE OF
IS BEST OPTION TO PROMOTE THE
RESPONDENTS
PRODUCT
A] AGREE 35%
B] DISAGREE 32%
C] NOT SURE 33%

INFERENCE:

The table 4.9 shows that out of 100 respondents 35% of the respondents agree that
advertisement through print media is best option to promote the product, 32% of the
respondents disagree that advertisement through print media is best option to promote the
product and 33% of the respondents are not sure that advertisement through print media is
best option to promote the product. It is further illustrated in chart 4.9

CHART 4.9

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DO YOU THINK THE ADVERTISEMENT OF PRODUCT IS

TABLE 4.10

DO YOU THINK THE ADVERTISEMENT OF PERCENTAGE OF

PRODUCT IS RESPONDENTS
A] INFORMATIVE 32%
B] CREATE AWARENESS 38%
C] IRRITATING 18%
D] WASTE OF TIME 12%

INFERENCE:

The table 4.10 shows that out of 100 respondents 32% of the respondents say that
advertisement of product is informative, 38% of the respondents say that advertisement of
product create awareness, 18% of the respondents say that advertisement of product is
irritating and 12% of the respondents say that advertisement of product is waste of time. It is
further illustrated in chart 4.10

CHART 4.10

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DO YOU THINK THAT ADVERTISEMENT HAS FORCED YOU TO BUY MORE
PRODUCTS

TABLE 4.11

DO YOU THINK THAT ADVERTISEMENT HAS FORCED YOU PERCENTAGE

OF
TO BUY MORE PRODUCTS RESPONDENTS
A] YES 46%
B] NO 25%
C] SOMETIMES 29%

INFERENCE:

The table 4.11 shows that out of 100 respondents 46% of the respondents think that
advertisement has forced them to buy more products, 26% of the respondents think that
advertisement has not forced them to buy more products, and 29% of the respondents think
that advertisement has sometimes forced them to buy more products,. It is further illustrated
in chart 4.11

CHART 4.11

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DO YOU THINK ADVERTISEMENT IS NECESSARY FOR THE PURCHASE OF
A PRODUCT

TABLE 4.12

DO YOU THINK ADVERTISEMENT IS NECESSARY FOR THE PERCENTAGE

OF
PURCHASE OF A PRODUCT RESPONDENTS
A] ALWAYS NECESSARY 36%
B] SOMETIMES NECESSARY 41%
C] NOT NECESSARY 23%

INFERENCE:

The table 4.12 shows that out of 100 respondents 36% of the respondents think that
advertisement is always necessary for the purchase of a product, 41% of the respondents
think that advertisement is sometimes necessary for the purchase of a product and 23% of the
respondents think that advertisement is not necessary for the purchase of a product. It is
further illustrated in chart 4.12

CHART 4.12

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DO YOU MOSTLY PURCHASE CONTINUOUSLY ADVERTISED PRODUCT

TABLE 4.13

DO YOU MOSTLY PURCHASE CONTINUOUSLY PERCENTAGE

OF
ADVERTISED PRODUCT RESPONDENTS
A] AGREE 37%
B] DISAGREE 32%
C] UNCERTAIN 31%

INFERENCE:

The table 4.13 shows that out of 100 respondents 37% of the respondents agree that they
mostly purchase continuously advertised product, 32% of the respondents disagree that they
mostly purchase continuously advertised product and 31% of the respondents are uncertain
that they mostly purchase continuously advertised product. It is further illustrated in chart
4.13

CHART 4.13

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DO YOU CHANGE YOUR THINKING OF A PRODUCT BY JUST SEEING THE
ADVERTISEMENT

TABLE 4.14

DO YOU CHANGE YOUR THINKING OF A PRODUCT BY PERCENTAGE

OF
JUST SEEING THE ADVERTISEMENT RESPONDENTS
A] YES 45%
B] NO 18%
C] SOMETIMES 37%

INFERENCE:

The table 4.14 shows that out of 100 respondents 45% of the respondents say they change
their thinking of a product by just seeing the advertisement, 18% of the respondents say they
never change their thinking of a product by just seeing the advertisement and 37% of the
respondents say sometimes they change their thinking of a product by just seeing the
advertisement. It is further illustrated in chart 4.14

CHART 4.14

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WHAT IS THE FACTOR IN AN ADVERTISEMENT WHICH WILL MAKE YOU
CHANGE YOUR BRAND

TABLE 4.15

WHAT IS THE FACTOR IN AN ADVERTISEMENT WHICH PERCENTAGE

OF
WILL MAKE YOU CHANGE YOUR BRAND RESPONDENTS
A] BENEFITS 19%
B] VALUE FOR MONEY 34%
C] NEW FEATURES 25%
D] DISCOUNT 22%

INFERENCE:

The table 4.15 shows that out of 100 respondents 19% of the respondents say benefits factor
in an advertisement will make them to change their brand, 34% of the respondents say value
for money factor in an advertisement will make them to change their brand, 25% of the
respondents say new features factor in an advertisement will make them to change their brand
and 22% of the respondents say discount factor in an advertisement will make them to change
their brand. It is further illustrated in chart 4.15

CHART 4.15

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DO YOU PREFER GOING TO ANY STORE JUST BY SEEING THE
ADVERTISEMENT

TABLE 4.16

DO YOU PREFER GOING TO ANY STORE JUST BY SEEING PERCENTAGE

OF
THE ADVERTISEMENT RESPONDENTS
A] YES 46%
B] NO 17%
C] SOMETIMES 37%

INFERENCE:

The table 4.16 shows that out of 100 respondents 46% of the respondents say they prefer
going to any store just by seeing the advertisement, 17% of the respondents say they don’t
prefer going to any store just by seeing the advertisement and 37% of the respondents say
they sometimes prefer going to any store just by seeing the advertisement. It is further
illustrated in chart 4.16

CHART 4.16

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WHAT ARE THE THINGS THAT SHOULD BE HIGHLIGHTED IN AN
ADVERTISEMENT

TABLE 4.17

WHAT ARE THE THINGS THAT SHOULD BE HIGHLIGHTED IN PERCENTAGE

OF
AN ADVERTISEMENT RESPONDENTS
A] BENEFITS 22%
B] TAGLINE 27%
C] BRAND NAME 27%
D] FEATURE 24%

INFERENCE:

The table 4.17 shows that out of 100 respondents 22% of the respondents say benefits should
be highlighted in an advertisement, 27% of the respondents say tagline should be highlighted
in an advertisement, 27% of the respondents say brand name should be highlighted in an
advertisement and 24% of the respondents say feature should be highlighted in an
advertisement. It is further illustrated in chart 4.17

CHART 4.17

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IF YOU ARE SEARCHING FOR INFORMATION OF A PRODUCT THAT YOU
WANT TO PURCHASE WHICH MEDIA WILL YOU PREFER

TABLE 4.18

IF YOU ARE SEARCHING FOR INFORMATION OF A PRODUCT

PERCENTAGE
THAT YOU WANT TO PURCHASE WHICH MEDIA WILL YOU OF
RESPONDENTS
PREFER
A] TV 33%
B] NEWSPAPER 24%
C] SOCIAL MEDIA 31%
D] OTHERS 12%

INFERENCE:

The table 4.18 shows that out of 100 respondents 33% of the respondents say they will prefer
TV if they are searching for information of a product that they want to purchase, 24% of the
respondents say they will prefer newspaper if they are searching for information of a product
that they want to purchase, 31% of the respondents say they will prefer social media if they
are searching for information of a product that they want to purchase and 12% of the
respondents say they will prefer other ways if they are searching for information of a product
that they want to purchase. It is further illustrated in chart 4.18

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 CHART 4.18

CHAPTER-V

FINDINGS, SUGGESTIONS AND CONCLUSION

38 | P a g e
39 | P a g e
SUMMARY OF FINDINGS:

From the survey conducted it is found out that most of the consumers like the advertisement
because of the theme it contains in it only. Also some consumers say that they like the
advertisements because of the celebrity they like are in the ads, because customer has
influenced with the celebrity. Nearly half of the respondents said they will buy products just
by seeing the advertisement, so advertisement has grown to be an essential factor which
impacts the consumers buying behaviour. The study also shows that the most preferred
medium of advertising was electronic media, said by the most of the respondents.
Specifically it is arrived that TV is the most effective media for advertisement of all other
sources as most of the population watch TV. So during advertising and marketing strategy,
focused should be on television advertising. Respondents also said advertising through print
media is less preferable than any other mediums as they are not interested in it. More equally
to advertising in TV, advertising in social media is preferred as they use it essentially these
days. According to the respondents advertisement creates awareness of the product that is
available in the market, also they say advertising the product gives information of the product
so it is useful when buying products, so for an advertisement to be effective the price, the
entertainments and the features should be highlighted. About half of the respondents are of
the view that advertisement forced them to consume more products and the rest of them have
a view that advertisement doesn’t force them to consume the product, but it is interpreted that
advertisement has forced most of the consumers to buy more product. Majority of
respondents are of the view that advertisement is very necessary for the purchase of a
product, as advertisements play a crucial role in choosing the brand preference. The survey
also shows that most of the consumers purchase product which is continuously advertised as
it created a great impact in their minds, also some do not buy most continuously advertised
product although it is found that continuously advertising as a great impact on the consumers
buying behaviour. Consumers said they change their minds on the products just by seeing the
advertisement, so it is known that advertisement changes the preferences of their choices. The
survey shows that the factor of value for money in an advertisement changes perspective of
the consumer of the brand they use. The survey shows us consumers go to store just by seeing
the advertisement in the media they use, so advertisement drives the consumers to its path.
Consumers equally like every aspect of the advertisement like brand name, tagline, features,
benefits, so every factor/aspect of the advertisement should be high lightened to create an
impact on the consumers.

40 | P a g e
FINDINGS:

 From the survey out of 100 respondents 32% of the respondents said that they like the
advertisement because of its theme, 18% of the respondents said that they like the
advertisement because of other reasons.
 From the survey out of 100 respondents 45% of the respondents said that yes they will
buy products by seeing the advertisement, 24% of the respondents said that no they
will not buy products by seeing the advertisement.
 From the survey out of 100 respondents 33% of the respondents are saying TV is the
best media for advertisement, 12% of the respondents are saying other medias is the
best media for advertisement.
 From the survey out of 100 respondents 52% of the respondents agree that
advertisement through electronic media is best option to promote the product, 22% of
the respondents are not sure that advertisement through electronic media is best option
to promote the product.
 From the survey out of 100 respondents 35% of the respondents agree that
advertisement through print media is best option to promote the product, 32% of the
respondents disagree that advertisement through print media is best option to promote
the product.
 From the survey out of 100 respondents 38% of the respondents say that
advertisement of product creates awareness, 12% of the respondents say that
advertisement of product is waste of time.
 From the survey out of 100 respondents 46% of the respondents think that
advertisement has forced them to buy more products, 26% of the respondents think
that advertisement has not forced them to buy more products.
 From the survey out of 100 respondents 41% of the respondents think that
advertisement is sometimes necessary for the purchase of a product and 23% of the
respondents think that advertisement is not necessary for the purchase of a product.
 From the survey out of 100 respondents 37% of the respondents agree that they
mostly purchase continuously advertised product, 31% of the respondents are
uncertain that they mostly purchase continuously advertised product.
 From the survey out of 100 respondents 45% of the respondents say they change their
thinking of a product by just seeing the advertisement, 18% of the respondents say
they never change their thinking of a product by just seeing the advertisement.

41 | P a g e
  From the survey out of 100 respondents 19% of the respondents say benefits factor in
an advertisement will make them to change their brand, 34% of the respondents say
value for money factor in an advertisement will make them to change their brand.
 From the survey out of 100 respondents 46% of the respondents say they prefer going
to any store just by seeing the advertisement, 17% of the respondents say they don’t
prefer going to any store just by seeing the advertisement.
 From the survey out of 100 respondents 22% of the respondents say benefits should
be highlighted in an advertisement, 27% of the respondents say brand name should be
highlighted in an advertisement.
 From the survey out of 100 respondents 33% of the respondents say they will prefer
TV if they are searching for information of a product that they want to purchase, 12%
of the respondents say they will prefer other ways if they are searching for
information of a product that they want to purchase.

LIMITATIONS OF THE STUDY:

 The study is totally based on the primary data.

 The time for the study was limited.

 The research is constrained with a small sample.

 It was also difficult to get proper information from the consumers due to the fact they
had been involved in some other activities.

 All the respondents couldn't fill the questionnaire on their own because of language
barrier and also trouble of time and absence of good behaviour.

 Respondent may give one way response due to some lack of knowledge about other
mediums of advertisement.

 Findings of the survey are primarily based on the indication that the respondents have
given right data.

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SUGGESTIONS:

After analysing the data’s I came up with few suggestions.

 We can suggest to all marketers and managers in organizations, that advertisement

has a principal impact on consumer brand choice.

 Advertisement should be less in expense, because the cost of advertisement leads and
raise the cost of the product.

 The right media had to be selected that the consumers prefer to use.

 In rural areas media have to be according to the choice of the consumers.

 To provide greater interest in making the advertisement to make it powerful for the
sale.

 To have a great attention on the media of advertisement that is weak so that the
consumers come to recognize about the product.

 It has to be attractive one in order that consumers are attracted in the direction of the
advertisement.

 Develop more effective advertisement campaigns.

 Advertisement communication need to be both persuasive and reminder oriented.

 People prefer most entertainment ads, so advertisement should be developed with

entertainment of the product.

 Companies that use advertisement as a promotional instrument should be capable of

supplying the true advantages and standards of the products that they're promoting.

 We also recommend that they have to invite well-known celebrities to sell their
products to catch the eye of the consumers or viewers and have an interest to shop the
products.

43 | P a g e
  We suggest to the consumers that they must not be over excited with what they see on
advertisements. They must get extra information’s of the product earlier than buying.

CONCLUSION:

Advertising allows you to expose and tell a wide target audience your business, product, or
service. You can show how your product or service works and how it’s packaged so potential
customers will recognise what to look for at the time of purchase. In advertising, it often
takes a couple of touch factors to successfully have an impact on purchasers’ buying
behaviour. The study ended up with the findings that advertisement has grown to be an
essential factor which impact the consumers buying behaviour due to the fact they may be
curious to shop for what they had seen on the advertisement. The data collected from the
research display that there is positive impact of emotional reaction on consumers buying
behaviour. On the other hand environmental reaction significantly and negatively influences
the customer buying conduct. The customers purchase the goods from which they’re attached
emotionally. These attachments are may be because of the effect of advertisement which
attracts them to buy those products. It is also observed that digital media plays a very crucial
position to make a good brand and it affects the behaviour of consumer. It also impact on
consumer’s behaviour to change the preferences. Continuous advertisement keeps purchaser
retentions and additionally enhances the sales. Now a day’s consumers are typically more
connected with media both electronic and print media. Our findings confirm that exposure to
advertising is the principle motive force of purchaser's demand. So the companies have to
focus on advertising to increase of their product demand. The study at also indicates that the
most desired medium of advertising and marketing become electronic media. Our look at
observed that in purchasing, nutritional characteristics and word of mouth changed into
mostly now not taken into consideration.

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 APPENDIX

45 | P a g e
 THE EFFECT OF ADVERTISEMENT ON CONSUMER BEHAVIOUR

QUESTIONNAIRE

Name:

Age:
a) Below 20
b) 20-30
c) 30-40
d) Above 40

Gender:
a) Male
b) Female

Marital Status
a) Married
b) Unmarried

Family Annual Income

a) 10000-15000
b) 15000-30000
c) 30000-50000
d) 50000 and above

1. Why do you like the advertisement?

a) Its theme
b) It has film stars
c) Because of good music
d) Other reasons

2. Will you buy products by seeing the advertisement?

a) Yes
b) No
c) Most rarely

3. Which media is the best media for advertisement?

a) TV
b) Newspaper
c) Social media
d) Others

46 | P a g e
4. Advertisement through electronic media is best option to promote the product
a) Agree
b) Disagree
c) Not sure

5. Advertisement through print media is best option to promote the product

a) Agree
b) Disagree
c) Not sure

6. Do you think the advertisement of product is?

a) Informative
b) Create awareness
c) Irritating
d) Waste of time

7. Do you think that advertisement has forced you to buy more products?
a) Yes
b) No
c) Sometimes

8. Do you think advertisement is necessary for the purchase of a product?

a) Always necessary
b) Sometimes necessary
c) Not necessary

9. Do you mostly purchase continuously advertised product?

a) Agree
b) Disagree
c) Uncertain

10. Do you change your thinking of a product by just seeing the advertisement?
a) Yes
b) No
c) Sometimes
d) Rarely

47 | P a g e
11. What are the things that should be highlighted in an advertisement?
a) Benefits
b) Tagline
c) Brand name
d) Feature

12. What is the factor in an advertisement which will make you change your brand?
a) Benefits
b) Value for money
c) New features
d) Discount

13. Do you prefer going to any store just by seeing the advertisement?
a) Yes
b) No
c) Sometimes
d) Rarely

14. If you are searching for information of a product that you want to purchase which media
will you prefer?
a) TV
b) Newspaper
c) Social media
d) Others

48 | P a g e
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