A STUDY ON ADVERTISING EFFECTIVNESS ON INDIAN CONSUMER DECISION MAKING 

SUBMITTED BY- SUMANTH

Introduction

 The word advertising is derived from the Latin word viz, "advertero"  "ad" meaning towards and "verto" meeting towards and "verto" meaning. "I turn" literally specific thing".

Advertising denotes a specific attempt to popularize a specific product or service at a certain cost.

The object always is to bring to public notice some articles or service, to create a demand to stimulate buying

Intro Cont’d

Advertising has been defined by different experts. Some of the quoted definition are:

     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.

Objectives of the study

To know the awareness advertisements in Indian context.

To examine the effectiveness of Indian Ads. To check the brand influence through the Ads. To know the adverse effects of foreign ads influences

Indian ads & how consumers perceive and react to those ads.

Scope of the study

Graduates who can provide strategic inputs for brand and media planning.

Indians are multicultural where we learn at least two languages and that gives us a head start in understanding cultural diversity.

Provide an immediate link to global markets.

Literature Reviews

Titles Advertising effectiveness as a whole

How effective are mobile Ads at driving traffic?

An equation for effective ads: connecting emotions to sales

Advertising effects on distribution & to society

Competitive advertising effects in distribution channel

Author/Source Jerry.W.Thomas Eric Hammis Knowledge@Wharton D Vakratsas HG Grabowski

Research Methods adopted

RESEARCH TYPE: Descriptive research

SAMPLING PLAN:Sample size-15

SAMPLING METHOD: convenience sampling method

 

QUESTIONAIRE TYPE AND THE STRUCTURE: Questionnaire method

 

RESPONDENTS OF THE STUDY: Friends & Relatives

Cont’d

1.0.AgeAge

  Frequenc

y

Percent Valid Percent Cumulative

Percent

Valid

20 to 25

years14 93.3 93.3 93.3

25 to 30

years1 6.7 6.7 100.0

Total 15 100.0 100.0 

1.0.Graph

14

1

Age of the respondents

20 to 25 years 25 to 30 yearsInterpretation:

The above table and graph shows that out of 15 respondents, 14

respondents have age between 20 to 25 years and only 1 respondent have

age between age 25 to 30 years

Inference:

Majority of the respondents are in the age group of 20 to 25

years.

1.1.Convincing levelConvincing level

  Frequency PercentValid

PercentCumulative

PercentValid disagree 5 33.3 33.3 33.3

neutral 7 46.7 46.7 80.0

agree 2 13.3 13.3 93.3

strongly agree

1 6.7 6.7 100.0

Total 15 100.0 100.0  

1.1.Graph

disagree neutral agree strongly agree0

1

2

3

4

5

6

7

5

7

21

Chart Title

Interpretation:

The above table and graph shows that out of 15 respondents,1 respondent strongly agree,2 respondents agree,7 respondents are neutral ,5 respondent to the convincing level.

Inference: Majority of the respondents are neutral.

1.2.Kindkind

  Frequency Percent Valid PercentCumulative

PercentValid funny 5 33.3 33.3 33.3

creative 2 13.3 13.3 46.7

unique 3 20.0 20.0 66.7

informative 2 13.3 13.3 80.0

meaningful 2 13.3 13.3 93.3

straightforward 1 6.7 6.7 100.0

Total 15 100.0 100.0  

1.2.Graph

0

1

2

3

4

5

6

5

2

3

2 2

1

Chart Title

funny creative Linear (creative)

unique informative meaningful

straightforward

Interpretation:

The above table and graph shows that out of 15 respondents,5 respondents

prefer funny ads,2 respondents prefer to be creative,3 respondents shall be

unique,2 respondents shall be informative, 2 respondents prefer meaningful

ads,1 respondent shall be straightforward.

Inference: Majority of the respondents are prefer to be

funny ads.

Cross Tabulations

2.0.Income X GenderIncome * Gender Crosstabulation

Count

 

Gender

Totalmale FemaleIncome 5000 to 10000 2 0 2

10000 to 20000 4 0 4

20000 to 30000 4 0 4

30000 to 50000 2 0 2

50000 above 2 1 3

Total 14 1 15

Interpretation:

The above table shows 2 males have income from 5k to 10k,4 males have

income from 10k to 20k,4 males have income from 20k to 30k, 20k,2 males

have income from 30k to 50k, 20k,2 males have income above 50k

Inference: Majority of the respondents are males having

income between 10k to 30k

Cont’d

Gender * Foreign Ads Cross tabulation

Count

 

Foreign Ads

TotalYes NoGender male 8 6 14

Female 1 0 1

Total 9 6 15

2.1.Gender X Foreign Ads

Interpretation: The male respondents who

watches foreign ads are 8 & who doesn’t watch are

6 & the female respondents who watched foreign

ads is 1.

Inference: Majority of the respondents are males

who watches foreign ads.

Chi Square test

Chi-Square Tests

  Value dfAsymp. Sig. (2-

sided)Exact Sig. (2-

sided)Exact Sig. (1-

sided)Pearson Chi-Square

.714a 1 .398    

Continuity Correctionb

0.000 1 1.000    

Likelihood Ratio 1.069 1 .301    

Fisher's Exact Test

      1.000 .600

Linear-by-Linear Association

.667 1 .414    

N of Valid Cases 15        

a. 2 cells (50.0%) have expected count less than 5. The minimum expected count is .40.

b. Computed only for a 2x2 table

3.0.Gender X Foreign Ads

Ho- The gender & foreign ads are independent

H1- The gender & foreign ads are dependent

If the sig.value is less than 0.05 then leads to

rejecting Ho, If the sig.value is more than 0.05 then it

leads to accepting Ho