Puneet

A PROJECT REPORT ON “

Anil Sangwan EFFECT OF CUSTOMER BUYING BEHAVIOUR TOWARDS ADVERTISEMENT “ CONDUCTED AT: ANCHOR WHITE TOOTHPASTE

Submitted To: KURUKSHETRA UNIVERSITY, KURUKSHETRA In partial fulfillment of the Requirement for the award of Master of Business Administration

2009-2010 Under the guidance of Mr. Raman Vohra (A.S.M.)

Submitted By :Anil sangwan Roll No. 573 MBA

MAHARAJA AGRASEN INSTITUTE OF MANAGEMENT AND TECHNOLOGY

OLD SAHARANPUR ROAD, JAGADHRI

PREFACE Project work is a part of our curriculum, which helps us to correlate our theoretical concept with practical experience. To knowledge how to practically apply what one has learnt is a must. Without this all learning is a waste. So to practically apply what one has learnt during MBA programme, I made this project report on “Effect of Customer Buying Behavior towards Advertisement”. It has helped me to understand the marketing concept in a better manner, which will surely help in my future endeavors. In this project, I have made on effort to study the “Effect of customer buying behavior towards advertisement”. On customer perception or attitude. I have tried to find out whether ads on Radio influence consumers & make them to buy the products. This project also aims to find out whether TV is only medium for the ads more successful. It is also concerned with knowing about the role of direct marketing in integrated marketing communication.

ACKNOWLEDGEMENT

As I write this acknowledgement, I must clarify that this is not just a formal acknowledgement but also a sincere note of thanks and regard from my side. I feel a deep sense of gratitude and affection for those who were associated with the project and without whose cooperation and guidance this research could not have been conducted properly.

First of all, I express my gratefulness to Mr. Raman Vohra (A.S.M.) who permitted me to take training from Anchor White Toothpaste. I am also grateful for all the Staff of Anchor White Toothpaste for their friendly behavior and their cooperation during the training period. I express my thanks to Maharaja Agrasen Institute of Management & Technology for helped me in the successful completion of this project. Last but not least I dedicate this effort of mine to those persons who are light of my life: My Father, Mother, Friends who have been behind every successful endeavor in my life.

Declaration

I Puneet declare that the project report entitled “A study on effect of customer buying behaviour towards advertisements regarding anchor white toothpaste

by me

during the academic year 2008-2010. This is being submitted in the partial fulfillment of the requirement for the award of degree of the Master of Business Administration (Kurukshetra University). The matter embodied in this report has not been submitted for the award of any other degree or diploma.

Puneet

Contents

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Executive summary

COMPANY’S PROFILE o Objective of the company o Capital of the company o Company’s policies o Mission & product line o Process

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INTRODUCTION TO THE TOPIC

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RESEARCH METHODOLOGY o Research Design o Collection of data o Problem Statement

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ANALYSIS AND INTERPRETATION

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LIMITAITON

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SUGGESTIONS

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CONCLUSION

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BIBLIOGRAPHY

EXECUTIVE SUMMARY This project is related to the Effect of customer buying behaviour towards advertisement. The report has been prepared by both collecting primary & secondary data. Primary data collected from customer by questionnaire and by face to face interview by the consumer of the TV and radio. And the secondary data collect from net books etc. The results of the study are:-

(1) Most of the people have radio & TV for entertainment. (2) Maximum no. of male/female watches TV for movies & music. (3) Maximum no. of viewer watch TV in the evening but listener listen Radio for all the day. (4) Most of the viewer like advertisement in the TV but listener not likes advertisement in the radio/FM. For improving advertisement & interest of the consumer in TV & Radio/FM ads the following suggestion should be implementing. (1) Make the advertisement campaign attractive just make your ads unique by making use of celebrity because celebrity enjoys high popularity if they are associated with the brand, brand will automatically become popular. (2) Concentrate on the features of product. (3) Make the advertisement more humorous. (4) Make the advertisement more informative. (5) Shorten the duration of advertisement.

Introduction

Anchor White Toothpaste THE Shah brothers at the helm of Anchor Health & Beauty Care Pvt. Ltd constantly remind that there is more to `brand fatigue' than just a picture of exhaustion. "It happens when don't pay attention to your customers and your product," Mr. Atul Shah, Joint Managing Director of the company said, his brother and Managing Director, Mr. Sanjay Shah, nodding in agreement. They should know for Anchor toothpaste has grown amidst de-growth for competition and the segment, offering a value proposition amazingly overlooked by established players. AC Nielsen figures (moving average total) for end-September 2002 show the rural toothpaste market fell by 10.7 per cent, but Anchor grew by 51.8 per cent even as Colgate and HLL declined. In urban markets, total sales dipped by 8.6 per cent but Anchor grew by 62.1 per cent with reversals again for Colgate and HLL. More important, Anchor placed second in sales, ahead of HLL, in Gujarat and Rajasthan. The brothers see it as a mere bonus that came by while they focused on the product. Audacious, but it fits the Anchor story as encapsulated in Mr. Atul Shah's observation — the customer always knew Anchor, just as he did a Colgate. For years, Anchor was synonymous with electrical switches. Its 70 per cent market share built on growing electrification touches 500,000 retail outlets. Trust came naturally because Anchor dealt with taming potentially dangerous electricity. With that to lean on, all it needed was a good product differentiator for its foray into toothpaste and thereby the FMCG business.

In the mid 90s, when work on Anchor toothpaste began, only 15 per cent of the Indian population used toothpaste, Mr. Shah says. A dominant concern, in a predominantly vegetarian country, was the nature of ingredients used. Of the three main inputs — calcium carbonate, declaim phosphate and glycerin — the latter two were cheaply had from animal sources. The Shahs found alternative sources in vegetable oils and mines. The end product, similar in looks to mainstream toothpaste to differentiate it from herbal varieties, was certified by the Vegetarian Society of London with further endorsement by the British Dental Health Foundation on its ability to keep teeth stronger and whiter and gums, healthier. There was however a problem. It was costly toothpaste to manufacture. But given the need to establish it, the Shahs traded margins for volumes, pricing the product less than competition, a toothbrush packed free alongside and offering twice the usual dealer margins. By end-97 Anchor toothpaste was national. Mr. Sanjay Shah admits Anchor took a hit on profits initially, but points to value addition even in the toothbrush. "It cost Rs 15 and we were the biggest consumers here of Dupont's tynex nylon for the bristles. Besides, efficient brushing needs a sturdy toothbrush," he said. Interestingly, the Shahs don't adhere to a benchmark RoCE. "It can lead to the fear of failure and prevent us from pursuing a business," Mr. Atul Shah said, citing as example the brand building effort in toothpaste. Today, he says, Anchor's Rs 150-crore toothpaste business is in the black. Sales grew and high volumes helped negotiate down the previous raw material costs. Also, the product sold for more reasons than just vegetarian; Kerala returned good growth while the trend in fish-loving West Bengal was a positive 194.8 per cent for end-September. By late 2002 competition too was stamping `vegetarian' on toothpaste packs. If Anchor's was a toothbrush, others offered alongside ketchups, soaps and dental insurance. It raises the question — when businesses the size of several hundred crores do so and even undercut Anchor, how long can the latter sustain the game it started? Not to forget, the Rs 600-crore Anchor group must not hurt its core electrical business.

Mr Shah is a trifle brave. First, the market knows who set the trend and who is imitating. Second, competition can't sustain its act for long. Third, with rising sales Anchor has improved its economies of scale (of 5.1 million FMCG outlets, 3.5 million sell toothpastes and Anchor which reaches a million aims to catch up) and is increasing its product range, whereby lost margins are recouped and dealers incentives to hold on. Already into confectionary, Anchor is slated to debut in personal and body care products in 2003. As in toothpaste and electrical, here too the Shahs insist they will bring value, produce at their own plants, expansion funded from internal accruals. QUALITY It will give quality material and timely delivery meets customer specification and most important customer’s satisfaction. INFRASTRUCTURE Latest Technologies All Machineries Are Imported. PRODUCTS • FMCG Products

• Refind Glycerin

• Toothpaste

• Un Perfumed Soap Noodles

• Stearic Acid

INTRODUCTION TO THE TOPIC

INTRODUCTION Advertising is a big business & ranks among the top industries of the world along with oil, automobiles, information technology & agriculture. The growth of advertising industries I any country is in direct relation to the level of business activity &the health of theist economy .In fact ,the size of advertising industries is looked upon as a perfect indicator of the living standard of people in a particular country & its economy development. A wise man once said: “the person who saves money by not advertising is like the man who stops the clock to save time”. In today’s fast –paced, high-technology age, business must use some form of advertising to make prospects aware of their products & services. Advertising is paid communication through a non-personal medium in which the sponsor is identified and the message is controlled. Variations include publicity, public relations, product placement, sponsorship, underwriting, and sales promotion. Every major medium is used to deliver these messages: television, radio, movies, magazines, newspapers, the internet, and billboards. Advertisements can also be seen on the seats of grocery carts, on the walls of an airport walkway, and the sides of buses, or heard in telephone hold messages or in-store PA systems – nearly anywhere a visual or audible communication can be placed. Advertising is the non personal communication of marketing related information to a target audience usually paid for by the advertiser and delivered through mass media in order to reach the specific objectives of the sponsor.”

Any paid form:- the paid aspect the definition reflects the fact that the space or time for an advertising message generally must we bought. Non personal presentation and promotion:-advertising is totally non personal, offering no personal interaction delivering through media and often viewed as intrusion. An identified sponsor:- These words clarify the difference between advertising & propaganda .Just like advertising propaganda attempts to present certain opinion & ideas which may influence the attitudes& action of people. Controlled:- the advertiser controls the content of advertising message its time & direction. Advertiser says only what to say & by selecting the appropriate medium direct the message to the audience whom they want to receive it. Mass communication media:- The broad group of audience can best be reached by mass media such as newspaper magazines, television radio& outdoor displays.

EVALUATION OF BROADCAST Within the last decade, the media planning function has acquired much greater significance in developing advertising campaigns. The proliferation of media choices & their increased cost have made the task of media planner more difficult & risky. Mass media option include television, radio newspaper, magazines, out-of home media & other. The choice may apparently seem to be straightforward but it is not. The selection of media has become quite intricate because of the nature of media themselves. Types of media The media class refers to the general category of delivery system available to carry advertising message to a selected audience such as print media, or broadcast media. Television Television is believed to be most authoritative, influential & exciting medium. It is often said that television is the ideal medium for advertising because of its ability to combine visual image, sound, motion & color. These characteristics present the advertiser with maximum opportunity to develop the most creative & imaginative ad message than any other medium.

TV Advertisement A television commercial is a form of advertising in which goods, services, organizations, ideas, etc. are promoted via the medium of television. Most commercials are produced by an outside advertising agency and airtime is purchased from a television channel or network.

The vast majority of television commercials today consist of brief advertising spots, ranging in length from a few seconds to several minutes (as well as program-length

infomercials). Commercials of this sort have been used to sell every product imaginable over the years, from household products to goods and services,

TV commercials around the world Frequency and length TV commercials appear between shows, but also interrupt the shows at intervals. This method of screening commercials is intended to capture or grab the attention of the audience, keeping the viewers focused on the television show so that they will not want to change the channel; instead, they will (hopefully) watch the commercials while waiting for the next segment of the show. This is a technique of adding suspense, especially if the break occurs at a cliffhanger moment in the show. Popularity Because a single television commercial can broadcasts repeatedly over the course of weeks, months, and even years. Despite the popularity of some commercials, most are considered to be an annoyance for a number of reasons. The main reason may be that the volume of commercials tends to be higher (and in some cases much higher) than that of regular programming. The increasing number of commercials, as well as overplaying of the same commercial, are secondary annoyance factors. A third might be the increasing ability to advertise on television, prompting ad campaigns by everyone from cell-phone companies and fast food restaurants to local businesses and small businesses. The latter two have a smaller budget, so the quality is often lower and contains many advertising clichés. This last factor is fast being mitigated by budget advertising agencies devoted to creating custom commercials for small businesses, such as the popular service Cheap TV Spots

Music Prior to the 1980s music in television commercials was generally limited to jingles and incidental music; on some occasion’s lyrics to a popular song would be changed to create a theme song or a jingle for a particular product. Sometimes a controversial reaction has followed the use of some particular song on a commercial. Often the trouble has been that people do not like the idea of using songs that promote values important for them in commercials

Types of TV commercials •

Political TV advertising

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Infomercials

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Product placement

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Network or local station promotional advertising

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Television commercial donut

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Sponsorship The future of TV commercials

The introduction digital video recorders, and services like Sky Plus, which allow the recording of television programs onto a hard disk, also allow to essentially skip advertisements. Many speculate that television commercials will be eliminated altogether, replaced by advertising in the TV shows themselves Another type of commercial that is being done more and more, mostly for advertising TV shows on the same channel, is where the ad overlays the bottom of the TV screen, blocking out some of the picture. A Banner or Logo Bug, as they are called, is referred to by media companies as Secondary Events (2E). This is done in much the same way as a severe weather warning is done; only these happen a lot more often. Sometimes these take up only 5-10% of the screen, but in the extreme, can take up as much as 25% of the viewing area. Some even make noise or move across the screen. One

example of this is the 2E ads for Three Moons over Milford in the months before its premiere. A video taking up approximately 25% of the bottom-left portion of the screen would show a comet impacting into the moon with an accompanying explosion, during another television program.

Advantages 1. Creativity & Impact:- The greatest advantage of TV is its ability to present advertising massage in the most unique way. The integration of sight, sound, motion and colour offers extraordinary flexibility to make dramatic and life like portrayals of product and service. 2. Coverage and cost effectiveness:- advertising on television makes it possible to reach a large number of audiences. Doordarshan claims to have its terrestrial reach to 70 millions households in India, including rural areas. it is estimated that over 191 million television audiences are urban and 171millions viewers are located in rural areas. 3. Attention:- television commercials are intrusive in nature as they are imposed on viewers while watching their favorite programmers and except for those viewers who Make a deliberate effort to avoid them; they are exposed to thousands of commercials each year. 4. Selectivity and flexibility:- a frequent criticism of television as an advertising medium is that it lacks selectivity because it cannot reach a specific target audience. This criticism has only limited value. Television offers some selectivity through regional coverage, broadcast time and programmed content.

Disadvantage 1. Cost: - Thought television offers unsurpassed creativity & reach large audiences. It is an expensive medium to advertise. Besides the high cost of medium time, the cost of producing good quality commercials is quite high. 2. Lack of selectivity:; - advertisers, who are interested in delivering heir message to a very specific, narrowly defined, often small, target audience, find that TV leads to overexposure, reducing its cost effectiveness. 3. Short-lived message:- Most TV commercials last for 30 seconds or less & just about a single sale appeal can be presented in this duration. Beside, nothing tangible is left for the audience to examine. The commercial appears to be fleeting moment in time. Commercials are becoming shorter & shorter because of the increasing demand for a limited amount of broadcast time. 4. Clutter:-A commercial may face trouble being noticed for number of reasons such as fleeting message, short commercials. Non-programme material presented during commercial break & because the advertiser‘message is only one of many other spots. For any TV program me, the number of viewers decreases for the commercial breaks. 5. Limited attention by viewers:- Baying time on television does not guarantee exposure. It only offers the advertiser an opportunity to communicate the ad message to a large number of audiences. Zapping refer to changing channels to avoid commercials. 6. Negative evaluation:- Many cities consider TV commercials as being intrusive & consumers are defenseless against the bombardment of ads.

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Radio Radio has undergone considerable change in the past nearly thirty years. It used to be premier mass medium for audiences & advertisers. Families gathered around he radio & tuned to Cibaca Geetmala, Eveready Ke Humsafer, & Vividh Bharati. The voice of Ameen Sayani, Farukh sheikh, Niteen, Palayi & other thrilled radio listeners. The audience scenario has undergone a change. In the evening, most urban household are tuned to TV .In the rural areas nearly 55% population still gets information through radio listening. The well known radio personality, Ameen sayani has commented that TV has not killed radio anywhere in the world. Both TV & radio have advantage & neither can replace the other.

FM RADIAO CHANNELS FM BROADCAST in India started in 1980 and was opened to private producers in mid 1993. it is primarily a music channel and attracts youngsters from upwardly mobile families. Fm broadcast is available in a very limited area in Delhi, Mumbai, Chennai, Calcutta and panji, jalanddhar has fm mono service.

Radio advertising Radio has been with us for ages. Everyone loves music and some time or other listen to the radio. However radio does not stand out as a strong medium of advertising as against the other modes. But it is relatively cheaper. It can used sensibly to can make product sales soar high. The duration of your radio ad is important. Too long can get the listeners jaded. Hence you need to make it short and smart. In the beginning ads on the radio were only jingles, energetic songs. But now the spoken word is gaining over jingles. Though

jingles are not extinct. But conversations are used as a style to sell the product. A mother-daughter talk, a party ambience etc. are used to instil the actual setting. Thus giving the product a larger than life experience. Newer styles to advertise on the radio are continuously being innovated. The time slot to air your product is important. Radio can be broadly divided into a) morning, b) mid-day, c) evening and d) late night. Morning and evening is prime time as people driving down to work and commuting to and fro from work listen to the radio. In the morning people are more receptive as they want to know the news of the day, what are the new products that have entered the market. Or if they really need the product you are selling. Mid-day listeners are mostly busy in their jobs but like to listen to the radio as they work. They mostly comprise of housewives or office crowd. They are not in the mood to purchase any product but whatever they listen to is registered in their mind. So it is the best time to build brand awareness. The evening spots are highly recommended to sell products as people are travelling back from home. They are in the shopping mood and can go out of their way to purchase your product if you are convincing enough. Listener ship drops drastically once commuters reach home. They then involve themselves in their personal chores or watch television. For radio advertising you also have to consider production costs. For instance, if you want an advertising agency to work out the script for you. Or if you want a professional voiceover and sound effects to make your ad sound even more convincing. You could tie-up with the radio broadcast to announce your product on air at various time schedules. Thus if the radio jockey announces your product it can have a profound effect on his audience. Some radio stations are affiliated to national broadcasts. They are a bit expensive but give wider coverage.

Why People Listen FM/Radio Voices:The human voice is the primary feature of the radio that attracts listeners. This has been true since the early days of radio which featured religious & public affairs talks, live variety performance, original play & live music performance featuring the best singers of the days. Voice on radio tend to be more natural & intimate than on TV.A radio DJ’sandeep chatter or a radio interview are conversational, often filled with interruptions, short pauses 7other features of a normal conservation, whereas TV hosting & interviews are more scripted & formal. Music:Of course, music is equally important to the radio listener. The universal appeal of music, which can be listened to while performing other tasks, is our companion at work, play & almost all activates. Most contemporary music features a lead singer ,so music & the voice are interwoven as one.

Advantages 1. Selectivity:-radio offer a high degree of selectivity through geographic coverage by a large number of station & various programmer format. More than 65% of Indian population lives in village & literacy rate are low. 2. Cost efficiency:- Cost advantage are quite significant with radio as an advertising medium. Radio time cost far less than TV & the commercials are quite inexpensive to produce.

3. Flexibility: - among all the medium probably radio is the most flexible as it has a short closing period. Radio commercials can usually be produced in a relatively short time & if required the ad message can be changed almost just before broadcast time. 4. Mental Imagery :- Radio advertising uses sound & a major advantage of this situation is that it encourage audience to use their imagination in creating image while processing the ad messages, For instance The Jingle of “Videocon Washing Machine” or Washing Power Nirma” broadcast on radio can create image transfer of Ad shown on TV .

Disadvantage 1. Lack of visual element:-the most fundamental problem associated with radio is lack of a visual element. The radio advertiser cannot show or demonstrate the product, or make use of any other visual appeal. 2. Audience Fragmentation:- Large number of radio station create audience fragmentation. 3. Limited Research Data:- All India Radio has an audience research unit to gather data on prime time listening programmed preference & radio audience qualitative assessment of programmers. 4. Limited Listener attention:- It is difficult to attract & retain radio listeners attention to commerercials. Programme switching is frequent among listener & they often miss all or some of the commercials.

5. Clutter:- with the increase intensity of advertising, clutter has become a problem in advertising media & radio is no exception.

Conceptualization It is important to know the effectiveness of advertising which is a joint responsibility of advertising & advertising agency. Improvement in effectiveness of advertising can be brought by careful considered change introduce through the combined effort &guidelines for judging their effectively. Attentation:-It reveals that it should be attentation seeking &interesting to observe. Comprehensibility:-It should be easy to comprehended &communicated to the target audience. Credibility:-It should show the credibility of the product service which are provided or offered & appropriate research provides basis for judgment. Overall Impact:-It should reflect the reach& richness of message o consumer mind. Originality:- Advertisement should reveals its originality not copied from competitor

SIGNIFICANCE OF THE PROBLEM Today many Toothpaste are in market. Then we have to think, how to present our product so that people use our product. Advertisers use many different tricks to introduce you to their product. Then what we should do. What we have to show so that parents & kids both are satisfied. On this topic we have to think otherwise our results can be sour.

Therefore, I made this project - to describe how to present a toothpaste advertisement. The study on this area is less .What we should remember while giving an advertisement etc.

The study is undertaken to know effectiveness of the broadcast advertisement on the consumer behavior to buy the product. Another significance of the study is to know the Effect of consumer buying behaviour towards advertisement. For this a research is conducted by through a survey method . Review of literature In order to complete the project, important secondary data was taken from Net. As my project was about “Effect of customer buying behavior towards advertisement”, so adequate information was taken from Net with the help of various search engines, like  www.google.com  www.Khoj.com  www.rediffmail.com Source 1:-www.Google.com:The vast majority of television commercials today consist of brief advertising spots, ranging in length from a few seconds to several minutes. Commercials of this sort have been used to sell every product imaginable over the years, from household products to goods and services, to political campaigns. The effect of television commercials upon the viewing public has been so successful and so pervasive that it is considered impossible for a politician to wage a successful election campaign. Listening to radio commercials is a good way to improve your comprehension skills. Commercials usually contain a self-contained message in just 30 seconds.

Source 2:-Rediffmail.com For catching attention of consumers, communication agencies make wide use of humor. In fact, many psychological studies tried to demonstrate the effect of humour and indicate the way to empower advertising persuasion.

An animated TV advertisement Animation is often used in advertisements. Techniques can vary from hand-drawn traditional animation to different forms of computer animation. By using animated characters, an advertisement may have a certain appeal that is difficult to achieve with actors or mere product displays. For this reason, an animated advertisement can be very long-running, several decades in many instances. Frequency Television advertisements appear between shows, but also interrupt the shows at intervals. This method of screening advertisements is intended to capture or grab the attention of the audience, keeping the viewers focused on the television show so that they will not want to change the channel; instead, they will (hopefully) watch the advertisements while waiting for the next segment of the show.. Entire industries exist that focus solely on the task of keeping the viewing audience interested enough to sit through advertisements. Why is community radio important? How does it function? Community radio is completely decentralized radio where the local communities run the radio station, at low frequency, for themselves. They have access to the medium and the message.

It's a low-cost operation which is decentralized and communities make the programme which are relevant to them. They broadcast it by setting up an antenna, but in India community radio is not allowed and the government refuses to give license to run it. Objectives and Hypotheses •

To know the role of broadcast media to influence the consumer.

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To compare the effectiveness of TV & radio Ads.

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How many consumers have TV/Radio for getting the information of the product through ads.

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To know, why people watch/listen ads.

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To know the effect of Ads which influence the consumer to purchase the product?

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How many consumers have remembered the TV &Radio Ads?

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consumer perception towards products

Hypotheses Researcher should state in clear terms the working hypothesis. Hypothesis is tentative assumption made in order to draw out test its logical or empirical consequences. As such the manner in which research hypotheses are developed is particularly important since they provide the focal point for research. The role of the hypothesis is to guide the researcher. How does one go about developing working hypotheses? Discussion with colleagues and experts about the problem, its origin and the objectives in seeking a solution. Examination of data and records. Thus working hypotheses arise as a result of a priori thinking about the subject, examination of the available data and material including related studies and the counsel of experts and interested parties.

The main hypothesis which we take:

There are various assumptions that we make before going to research. It is assume that not only broadcast influence the consumer to purchase the product but there are other media also such as print, support etc. Some advertisement are also comes in more then one medium. So it is difficult for consumer to tell from which they get the information of the product.

RESEARCH METHODOLOGY Methodology of any study is not only the research method but also the logic behind the methods used in the content of the study. The collection study & analysis of information with much bearing on the defined problem are known as methodology. Research methodology can be said to have four components namely research design, sample design including sample plan & sample size, data collection procedure and method of data analysis. The researcher has discussed these four components under separate heading. As regards the logic behind inclusion of various question in the questionnaire. Researcher has tried to justify it through the discussion pertaining to the research instrument. Further more a pilot study was conducted before the questionnaire was finalized for the main study.

RESEARCH DESIGN

A research design is the arrangement of conditions for collection & analysis the data in a manner that aims to combine relevance to the research purpose with economy in procedure. It is a plan that specifies the source & type of information relevant to the research problem. It is used for the market research, which is conclusive in nature. Under the conclusion research, a descriptive type of study has been undertaken in order to obtain complete description of the situation under consideration. Under the descriptive study the statistical method was used. This method was used to analyze the data collected from the customer .The use of percentage, average etc.under the statistical method held to put forward the data in easier understandable & expressible term.

RESEARCH PROBLEM Effect of customer buying behaviour towards advertisement

UNIVERSE & SURVEY POPULATION Universe: Universe for my study is Viewer & listener of advertisement.

Population: Student & adults, working & non-working that are listener & viewer of TV& Radio/FM which I select for survey from the universe.

SAMPLE DESIGN A sample design is a definite plan for obtaining a sample frame given population .It refers to the technique or the procedure .The researcher would adopt in selecting item for the sample. Sampling has been widely used in such type of study without it is impossible to examine the parent population. Various constraints like time, cost & purpose of study make it necessary to use sampling. The basis principle to be followed in sampling is that sample - chosen must be representative of the universe to the studied.

In my study: Sample extend: - Ludhiana Sample unit: -

Viewer of TV & Listener of Radio/FM.

Sample size: -

50 respondents.

Sampling procedure: -Non probability sampling method

COLLECTION OF DATA The task of data collection began after a research problem has been defined & research design chalked out. While deciding about the method of data collection to be used was primary & secondary data.

Primary data:Primary data are those data which are collected fresh & that are collect first time. For collecting primary data, a questionnaire is used to obtain information from consumer. The questionnaire is develop by me & after discussing with our MBA faculty. The following type of question has used in the questionnaire:1. Open ended question 2. Close ended question 3. Multiple choice question 4. Dichotomous question

Secondary data: Secondary data means data that are already available. I.e. the data, which have already been collected & analyzed by someone else. Secondary data are collected by books, Internet etc.

ANALYSIS PATTERN Analysis of data is not but not least important factor while doing any research. This is done with the help of table, bar diagram with percentage method.

DATA ANALYSIS The data after collection has proposed & analyzed in accordance with the out line laid down for the purpose at the time of developing the research plan.

The data collected in the stated manner tabulated according to the corresponding variables. The table thus prepared were analyzed & interpreted to draw the meaning, out of the study. The whole process was carried out step by step. First of all, of course after preliminary tabulation, general analysis was made to interpret the attitude of the user of newspapers. Some statistical techniques such as central tendencies etc have been used to make the study meaningful. Making the possible use the study pictorially & in turn makes the study interesting and understandable has facilitated better presentation of the study.

Limitation  The major limitation of my research is that it covers only limited size of population, I collect the information from the customer who watch or listen TV/radio in luhiana  The limited size of sample. I cover the 100 consumer of both the TV& Radio/Fm.  Due to the other advertisement medium consumer can not tell correct impact of TV & radio advertisement.  Inexperience of research might also result in inaccuracy.  Study was based on consumer survey, so if they provide right information only then the result will be right, so reliability of data collected might not be correct. Due to the fast life, sometimes the consumers were not able to do justice the questionnaire.  Lack of co-operation from respondent’s side.  The Financial problem was also there for survey. So company should pay traveling expenses for survey.

Bibliography

(1) Research Methodology:By Kothari C.R. (2) Advertising & Promotion:By George E. Belch & Michaels A. Belch (3) Advertising & Promotion :S.H.H.Kazami & Satish K. Batra (4) www.Google.com (5) www.yahoo.com (6) www.rediffmail.com

Q 1. What type of advertisement media make aware to you about the anchor white toothpaste. Advertisement source

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T.V Radio Print Media of advertisement Q. 2 you attract towards a particular ads because Celebrity appearing in the ads Appeals being used in the ads Any Other

Q 3. Have you ever purchase any thing by getting influenced by Advertisement. Yes No Q 4 Is advertisement affect your repurchase decision Yes NO Can not say

Q 5. Do you think that the advertised product have good quality then non-advertised product? Yes No

Q 6 Does advertisement give help in purchase decision by giving all information about the product?

Yes No Can not say Q 7 What is your favorite source of advertisement? T.V News Paper Magazine Radio Any other Q 8. Is advertisement of anchor white toothpaste is able to create brand positing about product in your mind. Yes No Q 9 Is advertisement create post consumption satisfaction? Yes No Can not say