the impact of advertisement of consumer goods on customer’s brand preference
TRANSCRIPT
“THE IMPACT OF ADVERTISEMENT of consumer goods on CUSTOMER’S BRAND
PREFERENCE”
UNDER THE GUIDANCE OFPROF. NARAYAN PRASAD BY CHANDRIMA
DUTTA
OBJECTIVES:• A study on the impact of Electronic media on brand
preference.• A study on the impact of Print media on brand
preference.• A study on the impact of Other media on brand
preference.
RESEARCH METHODOLOGY AND RESEARCH DESIGN:
• Primary data:
Through questionnaire .• Secondary data:
Through internet
• Sample Procedure : Random sampling• Sample Size :150
Advertising
Non-personal presentation or promotion of ideas, goods
or services
Through selected media outlets
An identified sponsor
Single message can reach a large number of people.
Does not stimulate immediate demand for the product
Functions of Advertising
Stimulates Demand
Strengthens Other Promotion Mix Elements
Develops Brand Preference
Lowers Prices
Competitive Weapon
.
Brand
The American Marketing Association defines a brand as :
“A Brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors”
Brand preference
“Brand preference is the Selective demand for a company's brand rather than a product; the degree to which consumers prefer one brand over another”.
Brand preference choice criteria
Memorable
Meaningful
Likeability
Transferable
Adaptable
Protectable
Findings
Prefer quality and acquire information about their brands from television.
Purchase a product because favourite celebrity is endorsing it.
Go to the stores by seeing the hoardings and banners.
Spread word of mouth after using a product.
Music is very important in an advertisement.
Internet advertisement creates brand awareness about a product.
Conclusion
The awareness level of the brand is good only because of advertisements.
Television advertisements have more reach to the people.
Customers of the age group of 20-30 are more interested in advertisements and brands.
For an advertisement to be effective the price, the music and the tag line should be highlighted.
Customer’s(especially the younger generation) refer internet for the product features shown in internet advertisements.
Suggestions
Companies should research continuously for quality improvement.Develop more effective advertising campaigns
Advertising messages should both be persuasive and reminder-oriented.
. Comparative advertising is useful in this regard. Integrated advertising of their
product can also be employed.
Television combines motion, sound, and special visual effects for which it is the most
preferred media for advertisements.
More budgets could be devoted to TV adverts in view of the consumers’.