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8/22/2019 BECG Project PDF

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DEPAR

PONDICHER

A Study of Ethics

U

Depart

A Study of Ethics in advertising accordi

MENT OF MANAGEMENT STUDIES

Y UNIVERSITY, PONDICHERRY 60

A REPORT ON

in advertising according to

perspective

DER THE GUIDANCE OF

Dr. K. Lavanyalatha

SUBMITTED BY

Amrit Ranjan(12397006)

Deependra Kumar(12397017)

itendra Kumar Parida (12397036)

Kundan Kumar (12397041)

Ritesh Kumar Mandal(12397079)

ent of Management Studies

ng to consumer perspective

1

014

onsumers


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Department of Management Studies

A Study of Ethics in advertising according to consumer perspective

2

Index

Sr. No. Content

1 Abstract

2 Introduction

Review of Literature3 Statement of the Problem

Objectives4

Sources of Error

5 Questionnaire sample

6 Data analysis and interpretation

7 Consumers Response

8Graphical Representation

9Response Analysis

Statistical Tool

10 Conclusion


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3

Abstract

Advertising helps to make the product appealing to a person's basic motives,

and influences their behavior and attitude towards the product. Advertising

should be designed to conform to the laws of the country and should not offend

against morality, decency and religious susceptibilities of the people. Such type

of advertisements is termed as ethical advertisements which contributes to a

good corporate reputation, heighten morale and, thus, increases the business for

the advertised product. Although, the types of media for advertisement are

endless ranging from banner and balloons to online and mobile advertising print

and electronic media are the most popular and has high reach ability. Many

times it happens that whatever the companies try to communicate to the public

through advertisement is not possible in real world or they are far away from the

reality. As an example the impossible activities done by a person after taking acold drinks, which is shown in television ads. Hence, the present study has

focused on the ethical values followed in the advertisements presented in these

two media. The study has been conducted with primary data comprising of 110

sample respondents who are the readers/viewers of advertisements in print and

electronic media. Thus, it can be concluded from the study that the ethics in

advertisements improves the quality of the advertisements and enhance the

brand image for the advertised product.


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4

Introduction

The importance of advertising is "steadily on the increase in modern society."

The field of advertising is extremely broad and diverse. In general terms, ofcourse, an advertisement is simply a public notice meant to convey information

and invite patronage or some other response. As that suggests, advertising has

two basic purposes: to inform and to persuade, and - while these purposes are

distinguishable - both very often are simultaneously present. Advertising is not

the same as marketing (the complex of commercial functions involved in

transferring goods from producers and consumers) or public relations (thesystematic effort to create a favourable public impression or image of some

person, group, or entity). In many cases, though, it is a technique or instrument

employed by one or both of these. Advertising can be very simple - a local,

even? Neighbourhood, ' phenomenon - or it can be very complex, involving

sophisticated research and multimedia campaigns that span the globe. It differs

according to its intended audience, so that, for example, advertising aimed at

children raises some technical and moral issues significantly different from

those raised by advertising aimed at competent adults. Not only are many

different media and techniques employed in advertising; advertising itself is of

several different kinds: commercial advertising for products and services; public

service advertising on behalf of various institutions, programs, and causes; and -

a phenomenon of growing importance today - political advertising in the

interests of parties and candidates. Making allowance for the differences among

the different kinds and methods of advertising, we intend what follows to be

applicable to them all.

We disagree with the assertion that advertising simply mirrors the attitudes and

values of the surrounding culture. No doubt advertising, like the media of social

communications in general, does act as a mirror. But, also like media in general,


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5

it is a mirror that helps shape the reality it reflects, and sometimes it presents a

distorted image of reality. Advertisers are selective about the values and

attitudes to be fostered and encouraged, promoting some while ignoring others.

This selectivity gives the lie to the notion that advertising does no more than

reflect the surrounding culture. For example, the absence from advertising of

certain racial and ethnic groups in some multi-racial or multi-ethnic societies

can help to create problems of image and identity, especially among those

neglected, and the almost inevitable impression in commercial advertising that

an abundance of possessions leads to happiness and fulfilment can be both

misleading and frustrating. Advertising also has an indirect but powerful impact

on society through its influence on media. Many publications and broadcasting

operations depend on advertising revenue for survival. This often is true of

religious media as well as commercial media. For their part, advertisers

naturally seek to reach audiences; and the media, striving to deliver audiences to

advertisers, must shape their content so to attract audiences of the size and

demographic composition sought. This economic dependency of media and thepower it confers upon advertisers carries with it serious responsibilities for both.


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6

Review of Literature

T Nageshwara Rao.S.B. (1987) in his study on The code of ethics in

advertising, suggested that the advertising should make the life of the

consumer easier, more comfortable and pleasant. Thus, he emphasizes on ethics

and honesty in advertising. Samudhra Raja Kumar. C. et al (2000) has

conducted a study on consumers attitude towards advertisements and

concluded that the advertisers must concentrate more on the information and

social aspects in any advertising and must avoid advertising for harmful

products and exploitation of women. The government should also play a key

role in framing regulations regarding advertisements relating to exploitation of

women. Similarly, Anandsen Gupta (2002) in his research on Ethics in

advertising stated that the success of advertising depends on public confidence

and no practice should be permitted to resort to immorality and indecency.

Advertisers should fulfill their obligations towards the society.

To further validate his findings Subhash Chanter and Rishi Raj (2003) found

that unethical advertisements irrespective of the positive perceptions, unethical

advertisements create a negative impact on the society. Also, majority of the

people perceive the phenomena of unethical advertising as negative for the

advertised product. Madhusudhan.N.Pandya (2005) has concluded in his study

on Advertising that ethical advertising is mostly influenced by values,

opinions and judgments.

Thus, the review on these past studies has revealed the importance of ethical

codes of conduct in advertising which dictates the success of any advertisement.

Hence, the present study focuses on the level of ethics followed and presents in

an advertisement.


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7

Statement of the Problem

Advertising can play an important role in the society since it is a one-to-many

communication which reaches mass audience in no time. It is also a necessary

component of the modern market economies, which is not only a tool for

marketing an existing product but also introduces a new product in the existing

market. Anything which over exaggerates or misleads the product information,

indecency, vulgarity, abusive, annoyance and harmful effects are unethical and

leads to immoral values about the product among the consumers. As a result the

product value is deceased and affects the sustainability of the product in the

market. It is thus, the responsibility of the advertisers to follow the ethics in

advertising and hence the research problem for the present study has been

formulated for solving the following questions:

Does the advertisements in the media are following the standards and

code of conduct?

How far the various attributes of ethical advertisements are contributing

towards standards and code of conduct for advertisements?

How effectively the advertisements are enhancing the social standards

and moral values of the consumers?


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8

Objectives of the Study

In accordance with the research problem stated above, the present study aims to

investigate the following objectives:

To find the truth in serving the people or a society through advertisement.

To understand the ethics in advertisement dealing with responsibility

towards the society

To know how advertisement is creating an impact among consumers.

To offer suggestions and recommendations for enhancing the ethical

values in advertisements.

Data Collection

The required data for the present study was primary data collected using a well

structured questionnaire. The questionnaire was administered among 110

sample respondents to know about their perception towards ethical values of

advertisements.

.


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9

Sources of Error:

Rating Biases: It is a subjective measure of rating performance which is not

verifiable by others and has the opportunity for bias. There rating biases

include: a) the halo effect b) the error of central tendency c) the leniency and

strictness biases d) personal prejudice and e) the regency effect.

Halo Effect: it is the tendency of the raters to depend excessively on the rating

of one trait or behavioural consideration in rating all other traits or behavioural

considerations. One way of minimizing the halo effect is appraising all

employees by one trait before going to rate them on the basis of another trait.

The Error of Central Tendency: Some raters follow play safe policy in rating

by rating all the employees around the middle point of the rating scale and they

avoid rating the people at both the extremes scale. They follow play safe policy

because of answerability to the management or lack of knowledge about the job

and person he is rating or has least interest in the job.

The Leniency and Strictness: the leniency bias crops when some raters have a

tendency to be liberal in their rating by assigning higher rates consistently. Such

ratings do not serve any purpose. Equally damaging is assigning consistently

low rates.

Personal Prejudice: If the rater dislikes any employee or any group, he may

rate them at the lower end, which may distort the rating purpose and affect thecareer of these employees.

The Recency Effect: The raters generally remember the recent actions of the

employee at the time of rating them on the basis of these recent actions

favourable or unfavourable-rather than on the whole activities.


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10

Questionnaire on Ethics in Advertisement

INSTRUCTIONS:-

Strongly Agree then 1

Agree then 2

Neutral then 3

Disagree then 4

Strongly Disagree then 5

Choose the appropriate circle as per your choice.

A) Do you agree advertisement is necessary for product?

B) Does advertisement associates the consumer emotionally?

C) Does advertising reflects ethics in your mind?

D) How do you view the level of ethics in general advertising?

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5


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11

E) Do you believe advertisements putting a good impact on consumers?

F) Does your level of expectation changes after watching advertisement?

G)Do you think that the advertisement design could affect the class and theculture?

H) Does advertisement helps to shape society views of the world and itself?

I) Do you think that advertisement is creating a better society?

J) Do you believe that advertising shows an accurate view of reality?

K) Do you think that some of the advertisement should be banned because it is

putting a bad impact on children?

L) What level of ethics is generally viewed in TV commercial?

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5


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12

M) Do you ever drop a product because you felt that product is of less

importance just because of advertisements?

N) Is it the job of advertiser and their agencies to take numerous decisions

concerning morals in advertisements?

O) Does Advertising show accurate view of reality?

P) Does a company honestly educating the consumer about its product?

Q) Have you come across any mismatch in product and advertisement?

R) Does advertisement fulfills your expectation?

S) Do you use the product because of advertisement?

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5


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13

T) Do you think all beauty products have fulfilled your needs?

U) Do you think advertisement creates ethical dilemma?

V) Is it buyer responsibility to be aware of these strategies and not allow

advertisement to manipulate their emotions?

W) Do you believe that advertisers are selling moral and ethics related

products?

X) Do you believe that advertisement main role is to make sells without

concerning the impact in society?

Y) Is it ethical to use celebrities to sell products they probably dont even usethemselves?

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5


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14

Part B

Z) Which product advertisement most influenced you?

a) Soap

b) Beauty Products

C) Deodorant

d) Snacks

e) Electronic Goods

Z1) which brand advertisement most influences you?

a) FMCG

b) Automobile

c) Jewelry

d) Pharmaceuticals

Z2) Do you think advertising should free from any issue?

A) Yes

b) No

Z3) who influenced more in advertisement?

a) Celebrity endorsement

b) Comedy

C) Spiritual

d) Technocrat

e) Experts

Z4) if a product and advertisement does not satisfy, have you complained in

consumer forum?

A) Yes

B) No


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15

Customers response on advertisement System

Number of questions

No of

emp.A B C D E F G H I J K L M N O P Q R S T U V W X Y

C

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n

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u

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e

rs

Re

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e

1 2 2 2 2 2 3 3 3 3 3 3 1 1 1 1 2 2 2 2 2 2 2 3 2 2

2 1 5 3 2 1 4 2 1 4 2 5 3 2 2 4 2 3 4 3 4 1 3 4 2 1

3 2 3 4 3 4 1 3 3 2 3 3 5 1 3 3 4 4 2 3 3 2 3 3 1 2

4 3 5 1 4 2 1 3 4 3 1 5 3 2 1 4 1 2 3 2 3 1 5 2 3 5

5 4 1 4 4 2 4 2 3 1 2 4 1 2 4 4 2 4 3 4 2 3 3 2 1 3

6 2 2 3 2 4 3 3 2 2 2 3 2 1 2 3 3 3 1 4 3 1 2 5 4 5

7 1 3 2 2 3 4 3 2 3 3 4 2 3 3 4 3 2 2 3 2 4 4 2 2 38 3 2 1 4 2 3 1 2 5 3 4 2 1 2 3 3 4 1 3 4 1 3 4 4 5

9 2 1 3 4 1 2 3 4 1 4 3 1 2 4 2 1 3 2 4 4 3 3 5 2 3

10 1 2 4 5 1 3 4 1 2 3 4 5 3 2 4 1 2 3 4 5 1 3 4 2 5

11 3 3 3 3 1 2 2 2 2 1 2 2 3 3 3 3 3 3 1 1 3 3 3 3 2

12 4 2 1 4 3 1 5 3 2 3 1 1 4 2 1 4 2 5 3 2 4 2 1 4 1

13 1 3 3 2 5 2 3 4 3 5 2 2 1 3 3 2 3 3 5 1 1 3 3 2 2

14 1 3 4 3 3 3 5 1 4 3 3 3 1 3 4 3 1 5 3 2 1 3 4 3 3

15 4 2 3 1 1 4 1 4 4 1 4 4 4 2 3 1 2 4 1 2 4 2 3 1 4

16 3 3 2 2 2 2 2 3 2 2 2 2 3 3 2 2 2 3 2 1 3 3 2 2 217 4 3 2 3 2 1 3 2 2 2 1 1 4 3 2 3 3 4 2 3 4 3 2 3 1

18 3 1 2 5 2 3 2 1 4 2 3 3 3 1 2 5 3 4 2 1 3 1 2 5 3

19 2 3 4 1 1 2 1 3 4 1 2 2 2 3 4 1 4 3 1 2 2 3 4 1 2

20 3 4 1 2 5 1 2 4 5 5 1 1 3 4 1 2 3 4 5 3 3 4 1 2 1

21 1 1 1 1 2 2 2 2 2 2 2 3 2 2 1 2 4 5 1 3 4 1 2 3 4

22 3 2 2 4 2 3 4 3 4 1 3 4 2 1 3 3 3 3 1 2 2 2 2 1 2

23 5 1 3 3 4 4 2 3 3 2 3 3 1 2 4 2 1 4 3 1 5 3 2 3 1

24 3 2 1 4 1 2 3 2 3 1 5 2 3 5 1 3 3 2 5 2 3 4 3 5 2

25 1 2 4 4 2 4 3 4 2 3 3 2 1 3 1 3 4 3 3 3 5 1 4 3 3

26 2 1 2 3 3 3 1 4 3 1 2 5 4 5 4 2 3 1 1 4 1 4 4 1 4

27 2 3 3 4 3 2 2 3 2 4 4 2 2 3 3 3 2 2 2 2 2 3 2 2 2

28 2 1 2 3 3 4 1 3 4 1 3 4 4 5 4 3 2 3 2 1 3 2 2 2 1

29 1 2 4 2 1 3 2 4 4 3 3 5 2 3 3 1 2 5 2 3 2 1 4 2 3

30 5 3 2 4 1 2 3 4 5 1 3 4 2 5 2 3 4 1 1 2 1 3 4 1 2

31 2 3 3 3 3 3 3 1 1 3 3 3 3 2 3 4 1 2 5 1 2 4 5 5 1

32 1 4 2 1 4 2 5 3 2 4 2 1 4 1 1 2 4 5 1 3 4 1 2 3 4

332 1 3 3 2 3 3 5 1 1 3 3 2 2 3 3 3 3 1 2 2 2 2 1 234 3 1 3 4 3 1 5 3 2 1 3 4 3 3 4 2 1 4 3 1 5 3 2 3 1


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35 4 4 2 3 1 2 4 1 2 4 2 3 1 4 1 3 3 2 5 2 3 4 3 5 2

C

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R

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on

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36 2 3 3 2 2 2 3 2 1 3 3 2 2 2 1 3 4 3 3 3 5 1 4 3 3

37 1 4 3 2 3 3 4 2 3 4 3 2 3 1 4 2 3 1 1 4 1 4 4 1 4

38 3 3 1 2 5 3 4 2 1 3 1 2 5 3 3 3 2 2 2 2 2 3 2 2 2

39 2 2 3 4 1 4 3 1 2 2 3 4 1 2 4 3 2 3 2 1 3 2 2 2 140 1 3 4 1 2 3 4 5 3 3 4 1 2 1 3 1 2 5 2 3 2 1 4 2 3

41 4 4 2 3 1 2 4 1 2 4 2 3 1 4 2 3 4 1 1 2 1 3 4 1 2

42 2 3 3 2 2 2 3 2 1 3 3 2 2 2 3 4 1 2 5 1 2 4 5 5 1

43 4 3 2 3 2 1 3 2 2 2 1 1 4 3 4 1 2 3 4 1 4 3 1 2 2

44 2 1 2 5 2 3 2 1 4 2 3 3 3 4 5 1 3 4 1 2 3 4 5 3 2

45 1 3 4 1 1 2 1 3 4 1 2 2 2 3 3 1 2 2 2 2 1 2 2 4 3

46 3 4 1 2 5 1 2 4 5 5 1 1 3 1 4 3 1 5 3 2 3 1 1 3 3

47 2 1 1 1 2 2 2 2 2 2 2 3 2 3 2 5 2 3 4 3 5 2 2 2 4

48 1 2 2 4 2 3 4 3 4 1 3 4 2 4 3 3 3 5 1 4 3 3 3 2 349 3 1 3 3 4 4 2 3 3 2 3 3 1 3 1 1 4 1 4 4 1 4 4 1 250 4 2 1 4 1 2 3 2 3 1 5 2 3 2 2 2 2 2 3 2 2 2 2 5 2

51 1 2 4 4 2 4 3 4 2 3 3 2 1 2 3 2 1 3 2 2 2 1 1 2 1

52 1 1 2 3 3 3 1 4 3 1 2 5 4 2 5 2 3 2 1 4 2 3 3 1 3

53 4 3 3 4 3 2 2 3 2 4 4 2 2 4 1 1 2 1 3 4 1 2 2 2 2

54 3 1 2 3 3 4 1 3 4 1 3 4 4 1 2 5 1 2 4 5 5 1 1 1 1

55 4 2 4 2 1 3 2 4 4 3 3 5 2 1 1 2 2 2 2 2 2 2 3 3 2

56 3 3 2 4 1 2 3 4 5 1 3 4 2 2 4 2 3 4 3 4 1 3 4 1 357 2 3 3 3 3 3 3 1 1 3 3 3 3 3 3 4 4 2 3 3 2 3 3 4 4

58 3 1 2 3 2 3 1 5 2 2 4 4 2 1 4 1 2 3 2 3 1 5 2 1 2

59 1 2 4 3 4 2 3 3 2 1 2 3 3 4 4 2 4 3 4 2 3 3 2 3 3

60 3 3 3 1 4 3 1 2 5 3 3 4 3 2 3 3 3 1 4 3 1 2 5 1 4

61 5 3 2 C 3 2 4 4 2 1 2 3 3 3 4 3 2 2 3 2 4 4 2 3 1

62 3 3 4 1 3 4 1 3 4 2 4 2 1 2 3 3 4 1 3 4 1 3 4 2 1

63 1 2 2 2 2 2 2 2 2 3 2 4 1 3 1 2 5 4 2 5 2 3 2 1 4

64 2 3 1 2 5 4 2 5 2 3 2 1 4 2 4 4 2 2 4 1 1 2 1 3 4

65 1 2 4 4 2 2 4 1 1 2 1 3 4 4 1 3 4 4 1 2 5 1 2 4 566 3 4 1 3 4 4 1 2 5 1 2 4 5 4 3 3 5 2 1 1 2 2 2 2 2

67 2 4 3 3 5 2 1 1 2 2 2 2 2 5 1 3 4 2 2 4 2 3 4 3 4

68 1 5 1 3 4 2 2 4 2 3 4 3 4 1 3 3 3 3 3 3 4 4 2 3 3

69 3 1 3 3 3 3 3 3 4 4 2 3 3 2 2 4 4 2 1 4 1 2 3 2 3

70 4 2 2 4 4 2 1 4 1 2 3 2 3 2 1 2 3 3 4 4 2 4 3 4 2

71 3 2 1 2 3 3 4 4 2 4 3 4 2 5 3 3 4 3 2 3 3 3 1 4 3

72 2 5 3 3 4 3 2 3 3 3 1 4 3 2 1 2 3 3 3 4 3 2 2 3 2

73 2 2 1 2 3 3 3 4 3 2 2 3 2 4 3 4 1 3 4 1 3 4 4 5 4

74 5 3 4 1 2 3 4 1 4 3 1 2 4 2 1 3 2 4 4 3 3 5 2 3 275 2 4 5 1 3 4 1 2 3 4 5 3 2 4 1 2 3 4 5 1 3 4 2 5 1


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76 4 3 3 1 2 2 2 2 1 2 2 3 3 3 3 3 3 1 1 3 3 3 3 2 3

C

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77 5 1 4 3 1 5 3 2 3 1 1 4 2 1 4 2 5 3 2 4 2 1 4 1 2

78 4 3 2 5 2 3 4 3 5 2 2 1 3 3 2 3 3 5 1 1 3 3 2 2 1

79 3 4 3 3 3 5 1 4 3 3 3 1 3 4 3 1 5 3 2 1 3 4 3 3 2

80 4 3 1 1 4 1 4 4 1 4 4 4 2 3 1 2 4 1 2 4 2 3 1 4 381 3 2 2 2 2 2 3 2 2 2 2 3 3 2 2 2 3 2 1 3 3 2 2 2 4

82 3 2 3 2 1 3 2 2 2 1 1 4 3 2 3 3 4 2 3 4 3 2 3 1 2

83 1 2 5 2 3 2 1 4 2 3 3 3 1 2 5 3 4 2 1 3 1 2 5 3 4

84 3 4 1 1 2 1 3 4 1 2 2 2 3 4 1 4 3 1 2 2 3 4 1 2 2

85 4 1 2 5 1 2 4 5 5 1 1 3 4 1 2 3 4 5 3 3 4 1 2 1 1

86 1 1 1 2 2 2 2 2 2 2 3 2 2 1 2 4 5 1 3 4 1 2 3 4 5

87 2 2 4 2 3 4 3 4 1 3 4 2 1 3 3 3 3 1 2 2 2 2 1 2 2

88 1 3 3 4 4 2 3 3 2 3 3 1 2 4 2 1 4 3 1 5 3 2 3 1 2

89 2 1 4 1 2 3 2 3 1 5 2 3 5 1 3 3 2 5 2 3 4 3 5 2 490 2 4 4 2 4 3 4 2 3 3 2 1 3 1 3 4 3 3 3 5 1 4 3 3 1

91 1 2 3 3 3 1 4 3 1 2 5 4 5 4 2 3 1 1 4 1 4 4 1 4 2

92 3 3 4 3 2 2 3 2 4 4 2 2 3 3 3 2 2 2 2 2 3 2 2 2 3

93 1 2 3 3 4 1 3 4 1 3 4 4 5 4 3 2 3 2 1 3 2 2 2 1 3

94 2 4 2 1 3 2 4 4 3 3 5 2 3 3 1 2 5 2 3 2 1 4 2 3 2

95 3 2 4 1 2 3 4 5 1 3 4 2 5 2 3 4 1 1 2 1 3 4 1 2 4

96 1 3 1 3 4 3 3 2 2 2 2 2 3 2 2 2 2 2 2 3 2 2 1 3 1

97 4 5 4 2 3 1 1 2 3 2 1 3 2 2 2 1 4 1 3 4 2 1 3 1 1

98 2 3 3 3 2 2 2 2 5 2 3 2 1 4 2 3 3 2 3 3 1 2 4 2 399 4 5 4 3 2 3 2 4 1 1 2 1 3 4 1 2 3 1 5 2 3 5 1 3 4

100 2 3 3 1 2 5 2 1 2 5 1 2 4 5 5 1 2 3 3 2 1 3 1 5 1

101 3 3 2 3 3 5 1 1 3 3 2 2 1 1 4 3 2 3 3 4 2 3 4 3 2

102 3 4 3 1 5 3 2 1 3 4 3 3 2 3 3 1 2 5 3 4 2 1 3 1 2

103 2 3 1 2 4 1 2 4 2 3 1 4 3 2 2 3 4 1 4 3 1 2 2 3 4

104 3 2 2 2 3 2 1 3 3 2 2 2 4 1 3 4 1 2 3 4 5 3 3 4 1

105 3 2 3 3 4 2 3 4 3 2 3 1 2 4 4 2 3 1 2 4 1 2 4 2 3

106 1 2 5 3 4 2 1 3 1 2 5 3 4 2 3 3 2 2 2 3 2 1 3 3 2

107 3 4 1 4 3 1 2 2 3 4 1 2 2 4 3 2 3 2 1 3 2 2 2 1 1

108 4 1 2 3 4 5 3 3 4 1 2 1 1 2 1 2 5 2 3 2 1 4 2 3 3

109 2 1 2 4 5 1 3 4 1 2 3 4 5 1 3 4 1 1 2 1 3 4 1 2 2

110 1 3 3 3 3 1 2 2 2 2 1 2 2 3 4 1 2 5 1 2 4 5 5 1 1


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Statistical Methods Used:-

MEAN

MEDIAN

MODE

STANDARD DEVIATION &

VARIANCE

Null Hypothesis is that the responses are random.

Sample size = 110 & No .of questions = 30

Graphical representation showing how much percentage of employees chooses

which option:-

24%

36%

15%

15%

10%

%age of Consumers

option 1 option 2 option 3 option 4 option 5


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Question A

Mean = 2.49

Mode = 2

Median = 2.5

(x -)2

= 94.329

Variance = ()

= 94.329110

= .857

Standard Deviation =

()

= .088

Question F

Mean = 2.61

Mode = 4

0 5 10 15 20 25 30 35 40

Option 1

Option 2

Option 3

Option 4

Option 5

% of Consumers

% of Consumers


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Median = 3

(x - )2

= 174.895

Variance = 174.895110

= 1.589

Standard Deviation = 1.2605

Question N

Mean = 2.35

Mode = 1

Median = 2

(x - )2

= 80.25

Variance = 80.25110

= .729

Standard Deviation = .854

Question T

Mean = 2.47

Mode = 2

Median = 2

(x - )2

= 66.89

Variance = 66.89110

= .608

Standard Deviation = .779


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Question Y

Mean = 2.53

Mode = 2

Median = 1.5

(x - )2

= 184.49

Variance = 184.49110

= 1.677

Standard Deviation = 1.29


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Question Z

Which product advertise

a) Soap

b) Fairness cream

c) Deodorant

d) Snacks

e) Electronic Goods

Reason Type R

Soap

Fairness cream

Deodorant

SnacksElectronic items

23%

13%

R

Soap Fairness cream

Depart


ent most influenced you?

spondents Percentage

28

34

25

149

25%

31%

8%

spondents

Deodrant Snakes Electronic items



22

25.4

30.9

22.7

12.78.1


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Q. Question Z1

Which brand advertisem

a) FMCG

b) Automobile

c) Jewelry

d) Pharmaceuticals

Reason type

FMCG

AUTOMOBILE

JWELLERY

PHARMACEUTICAL

29%

25%

RE

FMCG AUTOMO

Depart


nts most influence you?

ESPONDENTS PERCENTAGE

22 20

28 25.4

32 29.09

28 25.4

20%

26%

SPONDENTS

ILE JWELLERY PHARMACEUTICAL



23


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Question Z3

Do you think advertising

A) Yes

b) No

Reason type Resp

YES

NO

48%

Res

Depart


should free from any issue?

ondents Percentage

68 61.8

42 38.1

52%

YES

ondents Percentage



24


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Question Z4

Who influenced more in

a) Celebrity endorsement

b) Comedy

c) Spiritual

d) Technocrat

e) Experts

Reason type Resp

Celebrity

Comedy

Spiritual

Technocrat

Experts

R

Depart


advertisement?

ndents Percentage

34 30.9

23 20.9

16 14.5

20 18.18

17 15.45

spondents

Celebrity

Comedy

Spritual

TecnocrateExperts



25


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Question Z5

If a product and advertise

consumer forum?

A) Yes

B) No

Reason type Resp

YES

NO

48%

Res

Depart


ment does not satisfy, have you compl

ondents Percentage

82 74.5

28 25.4

52%

ondents Percentage



26

ained in


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Statistical analysis tools

Anova one method

Aim: - To test the variance of the loyalty level between different types of

product line advertisement.

Null hypothesis (Ho): - there is difference of the loyalty level between different

types of product line advertisement.

Alternate hypothesis (H1):- there is no difference of the loyalty level between

different types of product line advertisement.

Level of significance: - 0.05

Total no of respondents: - 110

Anova: Single Factor

SUMMARY

Groups Count Sum Average Variance

Column 1 31 61 1.967742 3.165591

Column 2 31 87 2.806452 2.627957

Column 3 31 84 2.709677 1.612903

Column 4 31 89 2.870968 2.716129

ANOVA

Source of

Variation

SS df MS F cal. P-value F tab.

Between

Groups

16.34677 3 5.448925 2.153176 0.097137 2.680168

Within

Groups

303.6774 120 2.530645

Total 320.0242 123

Inference:-In this case,

F tab. > F cal. Value

Ho is true. It means that there is variance of the loyalty level between diff. types

of product line advertisement.


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Findings

According to above questionnaire we found some data:

36% respondents are mostly satisfied by the ethical advertising.

31% respondents are most influenced by fairness cream advertisement.

29% respondents believe on jeweler product advertisement.

Most of the respondents denied to complaint in the consumer form for

their feedback, damage of their product.

Nearly 62% of them are agreeing advertising must be free from any other

issue. Most of the respondents are using the product because of they are

addicted to their brand.


29/29



29

CONCLUSION

So from the above analysis using statistical tools we can conclude that the

response of the people is not rational. There is a deviation in the responses of

data by the respondent and because of this the response is deviating too high

from the mean. Even many companies dont follow the code of ethics in

advertising; still the people are associated with them. This shows that the people

are not so aware about the ethics in advertising

Appendix

Bibliography:-

Business ethics and corporate governance: - S. k Bhatia

Balasubramanian, R., Corporate Governance, IIM Bangalore.

Laura P. Hartman, Perspectives in Business Ethics, Tata Mc Graw Hill.

Website:-

www.google.com

www.wikipedia.com

www.business-ethics.com

www.corpgov.net/news

becg project pdf

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