A SUMMER PROJECT REPORT ON

IMPACT OF ADVERTISING AND SALES PROMOTION ON

BAJAJ IRON IN NEPAL

Submitted By: - Randip Kumar Kushawaha

Campus Roll No: 10/2020

Exam Roll No: - 28225/2020

T.U. Reg. No: - 7-2-15-9-2020

Thakur Ram Multiple Campus

Birgunj, Parsa

(Finance Group)

Submitted To: -The Faculty of Management

Tribhuvan University

Kathmandu, Nepal

In Partial Fulfillment of the Requirement for the degree of

‘BACHELOR OF BUSINESS ADMINISTRATION’ (BBA)

Birgunj, Parsa

October 2024
 Declaration

I hereby declare that the project work report entitled “IMPACT OF ADVERTISING AND SALES
PROMOTION ON BAJAJ IRON IN NEPAL” submitted to the Faculty of Management, Tribhuvan
University, Kathmandu is an original peace of work under the supervision of Sanjay Shrestha,
faculty member, Thakur Ram Multiple Campus, Birgunj, Parsa and is submitted in partial fulfillment
of the requirements for the degree of Bachelor of Business Administration (BBA). This project work
report has not been submitted to any other university or institution for the award of any
degree or diploma.

…………………………

Randip Kumar Kushawaha

Date: - ………………
 त्रिभु वन त्रवश्वत्रवद्यालय

पि संख्या/Ref No.: TRIBHUVAN UNIVERSITY

ठाकुर राम बहुमुखी क्याम्पस

THAKUR RAM MULTIPLE CAMPUS

Only use foe Project Report

(B.B.A. Programme)

वीरगञ्ज, नेपाल

BIRGUNJ, NEPAL

Date: -

Supervisor’s Recommendation

The project work report entitled “IMPACT OF ADVERTISING AND SALES PROMOTION ON BAJAJ
IRON IN NEPAL” submitted by Randip Kumar Kushawaha of Thakur Ram Multiple Campus, Birgunj,
Parsa is prepared under my supervision as per the procedure and format requirements laid by the Faculty
of Management, Tribhuvan University, as partial fulfillment of the requirements for the degree of Bachelor
of Business Administration (BBA) 4th year program. I, therefore, recommend the project work report for
evaluation.

…………………….

Sanjay Shrestha

(Supervisor)

Date: -
 त्रिभु वन त्रवश्वत्रवद्यालय

पि संख्या/Ref No.: TRIBHUVAN UNIVERSITY

ठाकुर राम बहुमुखी क्याम्पस

THAKUR RAM MULTIPLE CAMPUS

Only use foe Project Report

(B.B.A. Programme)

वीरगञ्ज, नेपाल

BIRGUNJ, NEPAL

Date: -

Endorsement

We hereby endorse the project work report entitled “IMPACT OF ADVERTISING AND SALES
PROMOTION ON BAJAJ IRON IN NEPAL” submitted by Randip Kumar Kushawaha of Thakur
Ram Multiple Campus, Birgunj, Parsa in partial fulfillment of the requirements for the degree of
Bachelor of Business Administration (BBA) for external evaluation.

…………………… ……………………….

Prof. Dr. Devendra Adhikari Ranjeet Prasad Yadav

Management Research Committee (Campus Chief)

(Chairman)

Date: -………………. Date: -……………

 Acknowledgements

This study has been possible with the generous help and cooperation of many. I, therefore, wish
to convey my heartfelt thanks and sincere appreciation to all the people who have been very
kind to me in the preparation of this study.

I wish to express my Sincere gratitude and deep respect to my supervisor Sanjay Shrestha,
under whose scholarly guidance, I could complete the present work. I would also acknowledge’
all the faculty members of Thakur Ram Multiple Campus for their valuable suggestions.

I am equally thankful to many friends, with whom I have spent time discussing their experience; I
wish to thank all of them for their time and effort in helping me with m research writing. Lastly, I
would like to express my heartiest thanks to my parents for their moral as well as economic
support during the study period. It is hoped that it will stimulate a wide circle to engage in
discussion on the relevant issues. Any errors of judgment and fact are my responsibility although
every effort has been made to eliminate the latter following the comments received from
various personnel.

I would like to thank my friend Nitesh Swarnakar for his technical support. My special thanks go
to Rahul Gaur for her ideas and suggestions that have helped me a lot while preparing this
dissertation.

Randip Kumar Kushawaha

 Table of Contents
Page No.

Title Page 1

Declarations 2

Recommendation 3

Endorsement 4

Acknowledgement 5

Table of Contents 6

List of Tables 7

List of Figures 8

Abbreviations 9

CHAPTER I

INTRODUCTION 1-12

1.1 Background of the Study 1

1.2 Profile of Bajaj Iron 3

1.3 Objectives of the Study 3

1.4 Rational of the Study 3

1.5 Review of Literature 4

1.6 Research Methodology 8

1.7 Limitation of the Study 10

1.8 Organization of the Study 10

 List of Tables
Table No. Page No.
1 Consumer Television watching habit 11

2 Gender wise Research to the Advertisements 12

3 Effect of Advertisement on Consumers purchasing decision 13

4 Consumers preference to the product 14

5 Consumers preference to the means of Advertisements 15

6 Impact of repeated Advertisements to attract the consumer’s attention 15

7 Consumer’s response to the adequacy of advertisements 16

 List of Figures
Figure No. Page No.
1 Bajaj Iron 6
 Abbreviations
%: Percent

AAN: Advertising Agency of Nepal

ARR: Accounting Rate of Return

CBS: Central Bureau of Statistics

CDM: Central Department of Management

F.M.: Frequency Modulation

i.e.: That is

IT: Information Technology

NTB: Nepal Tourism Board

PSA: Public Service Ads

SEE: Secondary School Examination

TU: Tribhuvan University

 CHAPTER I
INTRODUCTION
1.1 Background of the study

Bajaj Electricals Limited, a globally renowned and trusted company with a turnover of INR 4,813
crores (FY 21-22), is a part of India's leading business conglomerate the Bajaj Group. Its business
portfolio spans Consumer Products (Appliances, Fans, Cookware), Lighting (Consumer and
Professional Lighting), and EPC (Power Transmission and Distribution). Bajaj Electricals is a front-
runner in the industry with its key brand offerings comprising BAJAJ, Morphy Richards, and Nirlep.

The company has an expansive network of 18 branch offices, 600+ distributors, and more than 2.3
lakh retail outlets across India, combined with over 500 consumer care centers, fortifying its
dominant presence in the consumer products sector.

Under their Lighting business, they offer a wide range of innovative LED lamps and fixtures including
panels and battens to consumers and are known for their prowess in street lighting, sports lighting,
industrial commercial and infrastructural lighting, and undertaking specialized illumination
projects on a turnkey basis amongst other solutions.

Their portfolio under the EPC segment includes EHV transmission line projects, EHV substations,
monopoles for transmission and distribution, and electrification projects amongst other solutions.

The impact of mass communication is felt all over the globe through advertising, newspapers,
internet, music, films, videos, magazine, movies and billboards. Among these media, advertising is
the one that has lasting impact on viewers mind, since its exposure is much broader (Katke, 2007).
Advertising is the main source of communication tool between the producer and the consumer.
Advertising is a subset of promotion mix and is one of the 4ps in the marketing mix which comprise
product, price, place and promotion Advertising is a promotion strategy which serves as a major
tool in creating product awareness in the mind of the consumer to take purchasing decision.

Advertising, sales promotion and public relations are mass communications tools used by
marketers. Advertising through mass media influences the audience, but television has mass reach
and is the strongest medium of advertising. Advertising can influence the attitude of individual
behavior, lifestyle in the long run as well as the culture of the country (Latif & Abideen, 2011). A
company can enhance the brand of their product by investing in promotional activities to compete
in s consumer market that is dominated through advertising (Hussain, Riaz, Kazi & Herani, 2008).
The primary aim of advertiser is to reach consumers and influence their awareness, attitude and
buying behavior. Their major preoccupation is to keep individuals interested in their product
through spending on advertising. They also need to understand what influences customers’
behavior. Advertising has the potential to contribute to brand choice of consumers (Latif & Abideen,
2011).

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It impacts on consumer behavior. Advertising impact on brands changes frequently in people’s
memory. Brand memories consist of those associations that are related to brand name in
consumer’s mind. These brand cognition influence consideration, evaluation and final purchase
(Romaniuk & Sharp,2003). Consumer behavior should be analyzed for effective advertising, to know
why consumers behave in ways under certain circumstances. And, to know the factors that
influence consumer behavior, especially the economic, social and psychological aspects
(Ayanwale, Alimi & Ayabinpe, 2005). Advertising also creates advertisements which carry emotional
bond with consumers. Positive emotional appeals also provide a strong brand cue and stimulate
category-based processing (Abidecn & Latif, 2011) With successful categorization, the effect and
beliefs associated with this category in memory are translated to the objective itself. Consumers try
to categorize the brand association with the existing memory, when thousands of products are
faced by them and might reposition memories to a brand image and perception towards new
products.

In this way, they can categorize the latest information in particular brand and shore accordingly in
their memory. Some organizations do not attach importance to advertising their products and this
has adverse effect on their output in terms of sales of product. Others use different advertising
media like television, internet (face book; email) newspaper, billboard, magazine etc. to convey
their product message to their target audience. Companies spend a major part of their
budget on advertising strategies to promote their products/services. These advertisement
strategies influence consumer buying behavior (Abideen & Latiff, 2011).

1.2 Profile of Bajaj Iron

A Bajaj iron is an easy-to-use home appliance that anyone can use with ease. So, if you prefer
wearing creaseless clothes regularly, occasionally, and/or as per your mood then you should buy a
Bajaj press from online shopping websites. There are various models and types of Bajaj
irons/presses that are available online.

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1.3 Objectives of the study

The Specific Objectives of this research work are to analyze the general impact of Television
advertising on consumer behavior. However, the basic objectives of the study are outlined below.

1.To take the review and study the conceptual framework of consumer behavior. 2 To study the
different factors of consumer behavior while selecting products.

2.To study the different advertisement tools used by Bajaj Company.

3.To study the impact of advertisement on consumer behavior for Bajaj products.

4.To provide valuable strategies and suggestions on improving market potential.

1.4 Rational of the study

Advertising has proved to be an effective (less costly) source of information than other today's
modem business world the need of advertising is indispensable. Every stage of product life cycle
needs advertising volume of which may be low and high depending upon the natures and stages,
Advertising increases the demand of the products and services. It helps in the introduction of mass
production, installation of up-to-date machinery and consequent reduction of cost of article. It is
beneficial not only to the producer and retailer but also to the consumer.

Situation analysis evaluates the significance of the research. During the situation analysis planners
compile all the information they can about the brand and its competitive situation, marketplace
factors such as the health of the category, and the behavior of consumers toward this brand and
some recast this information in terms of internal factors and external factors.

1.5 Literature Review

Review of literature means reviewing research studies or other relevant propositions in the related
area of study so that all the past studies, their conclusions and deficiencies may be known, and
further research can be conducted. The most important reason for literature is to learn not to
collect. It helps to know many things to researcher such as, what research has been done in the
subject? What theories have been developed? Methods, approaches used by other researchers in
areas of agreement or disagreement etc.

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1.5.1 Conceptual Review

For all studies, review of literature is essential, which helps to find out what research studies have
been conducted in one's chosen field of study and what remains to do. In Fact, review of literature
begins with a search for a suitable topic and continues throughout the duration of the research
work. It is a path to find out what other research in this area has uncovered. It is the process of
locating, obtaining, leading and evaluating the research literature in the student's interest. It is also
a means to avoid investing problems that are already bent positively answered.

1.5.2 Product review: Bajaj Iron

product claims:

A Bajaj iron is an easy-to-use home appliance that anyone can use with ease. So, if you prefer
wearing creaseless clothes regularly, occasionally, and/or as per your mood then you should buy a
Bajaj press from online shopping websites.

Metal Require:

1.Iron powder

2.Wrought iron

3.Hot metal (blast-furnace iron)

4.Cast iron

5.White iron

6.Gray iron

7.High-alloy iron

Process

1.The blast furnace

2.Direct reduction (DR)

3.Smelting reduction

Quality and Price

INR 600 for Ip

Usage

The concept is relatively simple; we all know that an iron converts electrical energy into heat energy.
In steam irons, electricity is passed through a special coil which gets heated up and transfers all the
heat to the iron’s soleplate. When completely hot, water from the water tank drips onto the plate to
produce steam. This steam is then projected outwards which softens the fibers of the fabric to give
you a perfect finish.

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Professional Look

A steam iron is the best way to give your clothes a professionally pressed look and feel from the
comfort of your home. The steam from the iron moistens the fibers of your clothes and makes them
easier to press. Not only this, but the steam also helps keep the fibers in place for a longer duration.
This ensures that your clothes look sharp throughout the day.

Time-efficient

A steam iron is an excellent alternative for people on the go who don’t have a fot of time to spare to
iron their clothes. The steam from the iron helps smoothen even the toughest, most stubborn
wrinkles in the shortest amount of time. This enables you to save on those precious moments in the
morning when you are running late!

Fabric Compatibility

Every fabric has different requirements. Steam iron is an especially handy appliance to have when
you have a lot of different types of fabrics to press. For example, Crompton’s Pyro Steam Ironcomes
with variable temperature control with 6 Fabric settings which give you customized heating options
for all your clothes.

This Photo by Unknown Author is licensed under

Fig 1.1: Bajaj Iron

Safe to use

As compared to its alternatives that require constant supervision, a steam iron is a relatively more
reliable option. With the introduction of new models that come equipped with automatic shut-off
options, steam irons have become a trusted appliance in Indian households across the country.
Reduced risk, many benefits.

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Durability

Steam iron, due to its easy maintenance and efficient use, have become a popular choice for most
people. It requires only a wipe down with a wet cloth and the practice of emptying the water tank
after every use to make sure that this appliance maintains its effectiveness over the years. Some
products like Crompton’s Pyro also come with an auto self-cleaning function which only adds to the
convenience of the steam iron.

So, there it is, our top S benefits of using a steam iron! Next time you want to buy iron online, make
sure to check out our extensive.

1.5.2 Review of Previous Work

A study by Mr. R.K Neupane (2010) entitled "study of market situations of food in Birgunj" has been
conducted to find out the role of advertising on brand choice of low involvement consumer goods. It
is a study to show the importance of advising on brand choice of low involvement product. The
objective of this study was to find out if advertising plays any supportive role m brand choice
decision. If the consumer brand choices for low involvement goods are completely partially or not
impressed through advertisement, if their other promotional tools exist which have more weight in
brand choice than advertising.

A study by Miss Anita Adhikari (2010) entitled "impact of television advertisement in sales” has
been conducted to find out the role of advertising on brand choice of low invent consumer goods. It
is a study trying to show the importance of adding on brand choice of low involvement products.

The objectives of this study were to find out if advertising plays any supportive role in and choice
decision, if the consumers brand choices for low involvement goods are completely, partially or not
impressed through advertisement, if their other tools exist which has more weight in brand choice
decision then.

In The present era, marketers are focusing customer rule that is customer is their first preference.
To keep deep eye on customers the primary responsibility to the Organization is to gain the
knowledge about the customers. In this way marketers will be successful in fulfilling the needs and
wants of the customers and seek the better opportunities in the market. Researchers find out that
marketers need to understand these four things to serve their customers better. Firstly, marketers
must know that customers make rational decisions so they can get the best product available in the
market. Secondly customers also make irrational decisions, and they are very impulsive and can be
attracted towards promotional activities. In the same way emotional association also has an
influence on the minds of customers. In the last customers also buy as a problem solver, they seek
the products which can solve their problem.

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Costumer buying behavior of Cosmetic products: According to the surveys conducted, this market
is highly competitive in nature and mainly comprises on the female with the males as par with
them. The consumer is considered as a king of market and marketers are focusing on the different
factors to attract more and more customers. These factors include the buying habits, preferences,
taste, like and dislikes of consumers and accordingly they need to revise its policies and marketing
mix. As we see the buying behavior of consumers of this market it is obvious that people are highly
quality conscious. People are highly associated with the brand due to quality and results of the
specific brand. They are attached emotionally with the brands, and they can wait for the product
during the non-availability of the product.

1.6 Methods

This part of the study deals with methods and techniques which were used, in this study is based
on both primary and secondary data. Primary data were collected by taking interview to different
people and secondary data were collected from newspaper, magazines and television views survey
2019, television rate card, dissertations submitted the institute of management etc.

1.61 Research Design

A research design is a plan, structure, and strategy to obtain the objectives of the study. The
research was mostly based on the primary data information; hence gave research design has been
used in this study media of advertising and impact of television advertising have been gathered For
these both, Thus questionnaires and published data are used.

1.62 Population and Sample

Data used in this study are both primary and secondary in nature. 100 questionnaires were filled by
people of different age groups, 100 questionnaires with different educated groups and 100
questionnaires were filled with the consumers selecting 50 male and 50 females which were the
main source of primary data. And secondary data were collected from the TV views survey (official
report), Nepal television Rate card, Introduction card of TV dissertation submitted to the institute of
management and manuals and | papers.

1.6.3 Types of Data

A primary data collection technique is questionnaires. A set of questionnaires has been prepared
and filled in by the different levels of people with the help of interview. This questionnaire is
prepared to support all the objectives of this research and the researcher herself was presented to
interview the people. While Secondary data were gathered from different sources, some of the
major Sources are NTV library Central Burro of statistics (CBS) central library etc.

1.6.4 Data Collection Procedure

The consistency of the answerer provided by the respondents was checked and tabulated
according to age, sex and education status. Different sets of tables have been prepared for every
important questionnaire Simple listing method is used for the tabulation of data and different
responses made by them are presented on Percentage basis as well.

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1.6.5 Analysis Techniques

To accomplish the objective of the study various graphs, diagram, including pie chart, have been
applied for the purpose of analysis. The result of analysis has been properly tabulated, compared,
analyzed and interpreted.

1.7 Limitation of the study

This research work is totally based on the analysis of primary sources of data. The major limitation
of the study is as follows: The study covers only the television advertisement for the most
advertised products like Patanjali Face Wash The study is limited to a survey of respondents and
interview of people within the urban area of Birgunj, Parsa District. Random sampling techniques
will be used to select the respondents for the purpose of interview