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Genesis of the project
It is well known fact that people in India do not just watch their favorite sport, film or serial,
many are watching to see the commercials. Regardless of how good the game was, there are
usually a few ads that people talk about the next day. As many companies spends around 35%
money on advertising. So it is very important that company need to understand how much to
spend and when to spend? People might have certain perception about their favorite
advertisement, that why they like particular advertisement. There are many Soft Drink
companies spending huge amount on taking sponsorship e.g. For Pepsi for IPL 7 Season.
As of 2012, Pepsi is the third most popular carbonated drink in India with a 15% market share,
behind Sprite and Thumps-Up. In comparison, Coca Cola is the fourth most popular carbonated
drink occupying a mere 8.8% of the Indian market share.
As per Economic Times (1stJan 2014) coca-cola planed for aggressive ad campaign for 2014 to
be Indias most favorite Soft Drink. Coca-Cola is learnt to have spent at least Rs 12-15 crore on
the print burst, which is expected to last about a week. It carries the lyrics of a jingle Prasoon
Joshi wrote for a television campaign released in early 2012. Coke is set to follow it up with a
television campaign featuring actors Deepika Padukone and Farhan Akhtar. An official aware of
the contract details said Coca-Cola will pay Padukone a little less than Rs 4 crore annually in
fees.
So companies should understand which media is effective and how much it leads to Brand
Awareness about Soft Drinks. As companies spending huge amount on advertising, there should
be significant impact on their
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Research Objectives
1. To find out the perceptions w.r.t. advertising of cold drinks.a. Need for advertisingb. Reason for liking advertisingc. To find out the most popular slogan of advertisement regarding cold drinks.d. To study the impact of the celebrity endorsement on the consumer buying
behavior)
e. Perceived Impact of advertising on consumptionf. Customer Perception w.r.t Most effective media
2. To study the impact of the Advertisements on the brand awareness of Soft drinks.
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Research methodology
Data Collection Instrument:
Questionnaire
SOURCES OF DATA COLLECTION:
1. Primary Research: It is the first hand information collected through questionnaire.2. Sampling:
1. Sample size: 542. Sample unit: college student
3. Secondary Research: Secondary data was collected from the following sources:1. Books:
I. Consumer Behavior: Buying, Having and BeingMichael R. SolomonII. Marketing Management Kotler, Keller, Koshi & Jha14th edition -
Pearson
III. Advertising and Promotion: An Integrated Marketing CommunicationsPerspective,
IV. Marketing Research Aaker, Kumar, Day (7th edition John Wiley &Sons)
2. Newspapers: Economics Times3. Journals: Management Guru: Journal of Management Research, Vol.1, Issue
no.3
4. Websites
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Scope of the study:
As we know these days soft drink companies are advertising their product so much on televisions
and are spending so much money on the Advertisements of their products.
In soft drink industry the cost of advertising is nearly 35 % of the total cost. For increasing the
sale of their product they are taking film stars, cricket stars in their advertisements of their
products which is again very costly.
The soft drink companies are spending so much on the sponsorship of events like cricket match
etc. so this study deals with these aspects that whether Advertising is having any effect on
consumers or not.
This study will help
o To know that are people influenced by Brand Ambassadors or not.o Analyze different media options available for Advertisements and which are most
influential ones.
o Influence of Advertisements on their brands and brand loyaltyGROWTH OF SOFT DRINK MARKET
Carbonated drinks are dominated by artificial flavors based on cola, orange and lime with Pepsi
and coca-cola dominating the market. The entire part of the drink is based on its artificial flavors
and sweetening agents as no natural juice is used.
MARKET
Cola products account for nearly 61-62% of the total soft drinks market.
Two global majors Pepsi and Coke dominate the soft drink market.
91% of soft drink in the country is in the lower, lower middle and upper middle class people. (
NCAER survey)
The market is worth around Rs.5000 crores with growth rate of around 10-15%.
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The production of soft drinks has increased from 5670 million bottles in 1998-99 to 9783 million
bottles in 2000-2008 as per the industry source.
Growth market this year is expected to be 10-15% in value terms and 20-22% in volume terms.
However, the market for carbonated drinks is stagnating and not growing as expected.
The total soft drink (carbonated beverages and juices) market is estimated at 284 million crates a
year or $1 billion. The market is highly seasonal in nature with consumption varying from 25
million crates per month during peak season to 15 million during off-season. The market is
predominantly urban with 25 per cent contribution from rural areas. Coca cola and Pepsi
dominate the Indian soft drinks market.
Advertising assumes real economic importance too. Advertising strategies that increase the
number of units sold stimulate economies in the production process. The production cost per unit
of output is lowered. It in turn leads to lower prices. Lower consumer prices then allow these
products to become available to more people. Similarly, the price of newspapers, professional
sports, radio and TV programmers, and the like might be prohibitive without advertising. In
short, advertising pays for many of the enjoyable entertainment and educational aspects of
contemporary life. Advertising has become an important factor in the campaigns to achieve such
societal-oriented objectives such as the discontinuance of smoking, family planning, physical
fitness, and the elimination of drug abuse. In India, advertising as a profession is in its infancy.
Because of this fact, there is a tremendous scope for development so that it may be productively
used for the benefit of producers, traders, consumers, and the countrys economy.
Everyday consumers are exposed to thousands of voices and images in magazines, newspapers,
and on billboards, websites, radio and television. Every brand attempts to steal at least a fraction
of a persons time to inform him orher of the amazing and different attributes of the product at
hand. The challenge of the marketer is to find a hook that will hold the subjects attention. Inhelping to achieve this, use of celebrity endorsers is a widely used marketing strategy.
LIMITATIONS OF THE STUDY
1. The study was restricted only in Thane city region.2. The study was limited collage students only.
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Literature Review
Advertising is more than a tool for selling foods and services. It has one overriding task, to
position a brand in theprospects perception or perceptual space in relation to competitors, so as
to create distinctiveness and preference.
To formulate the problem scientifically, and to point out the importance of undertaking this
study, it is essential to present a brief review of Researches undertaking in this area. Although
the review involved a large number of studies only a few studies which have a direct and indirect
bearing in the present study have been reviewed.
A. Effect of International Advertising and International sponsorshipTo understand effect of International Advertising and International sponsorship Eva-Lena had
mentioned that following things
Eva-Lena (2006):International Advertising and International sponsorship respectively influence
the local target group in different ways, but also affect International brand, they have an impact
on brand image and brand equity. Moreover, depending on a persons age consumers view
brands differently and thus have an effect on International brand alone, but also in combination
with International Advertising and International sponsorship together these factors influence the
way in which a brand is perceived and consequently influence consumers preferences.
B. Effect of celebrity endorsersTo identify whether celebrity endorsers really affect the success of the product or not. For that
there are various people who gave their opinion. These experts helped me to understand effect of
celebrity endorsement.
Strout R (2008) in his case material Pepsi and Madonna examines the use of entertainment
personalities in advertising commercial products through the example of Pepsis use of
Madonna. It illustrates how companies try to tie the success of the artist to their product. The
paper demonstrates the need for clear evaluation of the celebrity endorser, their public image,
and if the relationship between the artist and the product applies to the advertising rules. When
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L. Balakrishnan and C.S. Kumar:
Effect of Celebrity Based Advertisements on the Purchase Attitude of Consumers towards
Durable Products A study with reference to the city of Chennai Celebrity Endorsements act as a
credible means of spending money .This is because this is a world of products for which the
value a consumer obtains from purchasing any given variety. This could be for reasons of social
standing-People want to wear the right clothes, drink the right beverages and use the right
fragrances. Specifically, a consumer that observes messages for two different firms products, one
products message containing a celebrity endorsed and the other not, believes the celebrity
endorsed product will have more purchases and so be of higher value.
Clark & Horstman, 2003 Celebrity endorsement is more likely to be observed for those
products having a high price-production cost margin and on a large customer base.In short,
celebrity endorsements are more typical for nationally marketed products than for local or niche
market products and for products such as running shoes, soft drinks and the like for which the
price cost margins are apparently large.
C. Athlete role model endorsersAlso apart from celebrity endorsers are there any people who can influence the customers buying
behavior? For that reason Dix S and Pougnet S have given their opinion as,
Dix S, Pougnet S (2009)in their research have found that Athlete role model endorsers have a
positive influence on young adults product switching behavior, complaint behavior, positive
word-of-mouth behavior and brand loyalty. This confirms the assumption that sports celebrities
are important socialization agents and can have significant impact on purchase intentions and
behavior. This research provides useful insight into the influence of athlete endorsers on young
adults and suggests athletes have a positive influence on young adults behavioral intentions in
switching products, generating word-of-mouth and establishing brand loyalty.
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D. The Effect of advertising on brand switching and repeat purchasing,J. Deighton :
The authors examine switching and repeat purchase effects of advertising in mature, frequently
purchased product categories. They draw on consumer behavior theories of framing and usage
dominance to formulate a logic choice model for measuring these effects. They estimate the
model using single-source scanner data. Their results suggest that advertising induces brand
switching but does not affect the repeat purchase rates of consumers who have just purchased the
brand, a result consistent with usage dominance rather than framing. They find the switching
influence to be largely confined between the current and previous purchase occasions. They
illustrate the magnitude of this effect and explore potential profitability.
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Introduction
As we know these days soft drink companies are advertising their products so much on
televisions and are spending so much money on the celebrities to endorse their products. In soft
drink industry the cost of advertising is nearly 35 % of the total cost. For increasing the sales of
their product they are taking film stars, cricket stars in their advertisements of their products
which is again very costly. Therefore, we took this as an opportunity to study different aspects of
Advertisements, their impact on consumer perception etc. Each advertisement is a specific
communication that must be effective, not just for one customer, but for many target buyers. This
means that specific objectives should be set for each particular advertisement campaign.
Advertising is a form of promotion and like a promotion; the objectives of advertising should be
specific. This requires that the target consumers should
be specifically identified and that the effect which advertising is intended to have upon the
consumer should be clearly indicated. The objectives of advertising were traditionally stated in
terms of direct sales. Now, it is to view advertising as having communication objectives that seek
to inform persuade and remind potential customers of the worth of the product. Advertising
seeks to condition the consumer so that he/she may have a favorable reaction to the promotional
message. Advertising objectives serve as guidelines for the planning and implementation of the
entire advertising programmers.
So to understand Consumer buying behavior we need to identify some factors .And that factors
can be determined by Theories like,
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The Pyramid of Consumer Behavior by Michael Solomon
Figure 6.1: The Pyramid of Consumer Behavior by Michael Solomon
Michael Solomon, described Consumer buying behavior in his one of the theory that there are
Micro and Macro factors that affects the consumer Behavior. From that Micro factors are related
to Individual focus and Macro factors are related to Social focus. Different consumers can have
their own focus that affects their behavior.
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The Wheel of Consumer Behavior by Michael Solomon
Figure 6.2: Wheel of Consumer Behavior
Perceptual Process by Michael Solomon
Figure 6.3: Process of Perception
There are three stages that make up the process of perception. These are exposure, attention, and
interpretation.
We receive external stimuli
through our five senses
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Figure 6.5: Memory Process
Memory Systems by Michael Solomon
According to the information-processing perspective, there are three distinct memory systems:
sensory memory, short-term memory, and long-term memory. Each plays a role in processing
brand-related information, as summarized in the figure 6.6
Figure 6.6 : Memory Systems
Sensory memory stores the information we receive from our senses. This storage is temporary. If
the information is retained for further processing, it passes through an attentional gate and
transfers to short-term memory. Short-term memory also stores information for a limited period
of time, and it has limited capacity. This system is working memory. It holds information we are
currently processing. Our memories can store verbal input acoustically or semantically. We store
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this information by combining small pieces into larger ones in a process we call chunking. A
chunk is a configuration that is familiar and the person can think about it as a unit. Long-term
memory is the system that allows us to retain information for a long period of time. A cognitive
process we call elaborative rehearsal allows information to move from short-term memory to
long-term memory.
So now lets understand Advertising.
Advertising
Generally, advertising is a relatively low-cost method of conveying selling messages to
numerous prospective customers. It can secure leads for salesmen and middlemen by convincing
readers to request more information and by identifying outlets handling the product. It can force
middlemen to stock the product by building consumer interest. It can help train dealers salesmen
in product uses and applications. It can build dealer and consumer confidence in the company
and its products by building familiarity.
WHAT IS ADVERTISING?
The word advertising is derived from the Latin word viz, "advertero". "ad" meaning towards and
"verto" meaning I Turn. Advertising is an organized series of advertising messages. It has been
defined as "a planned, co-ordinate series of promotional efforts built around a central theme and
designed to reach a specified goal." In other words, it is an orderly planned effort consisting of
related but selfcontained and independent advertisements.
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. Stanton deserves that "Advertising consists of all the
activities involved in presenting to a group a non- personal, oral or visual openly, sponsored
message regarding a product, service, or idea. This message called an advertisement is
disseminated through one or more media and is paid for by the identified sponsor
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Advertising is any paid form of nonpersonal paid of presentation of ideas goods or services by
an identified sponsor. Advertising is a "non- personal paid message of commercial significance
about a product, service or company made to a market by an identified sponsor. In developing
advertising programmers, one must always start by identifying the market needs and buyer
motives and must make five major decisions commonly referred as 5M (mission, money
message, media and measurement) of advertising .Basic Features of Advertising On the basis of
various definitions it has certain basic features such as:
1. It is a mass non-personal communication.
2. It is a matter of record.
3. It persuades buyers to purchase the goods advertised.
4. It is a mass paid communication.
5. The communication media is diverse such as print (newspapers and magazines)
6. It is also called printed salesmanship because information is spread by means of the written
and printed work and pictures so that people may be induced to act upon it.
FUNCTIONS OF ADVERTISING
Advertising is particularly effective in certain other spheres too such as:
i) When consumer awareness of products or service is at a minimum.ii) When sales are increasing for all terms in an industry.iii) When a product is new and incorporates technological advance not strong and.iv) When primary buying motive exists
It performance the following functions:
i) Promotion of salesii) Introduction of new product awareness.
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iii) Mass production facilitationiv) Carry out researchv) Education of people.
TYPES OF ADVERTISING
Broadly speaking, advertising may be classified into two categories viz., product and
institutional advertising.
a) Product advertisingThe main purpose of such advertising is to inform and stimulate the market about the advertisers
products of services and to sell these. Thus this type of advertising usually promotes specific,
trended products in such a manner as to make the brands seam more desirable. It is used by
business government organization and private non-business organizations to promote the uses
features, images and benefits of their services and products. Product advertising is sub-divided
into direct action and indirect action advertising, Direct action product advertising wages the
buyer to take action at once, ice he seeks a quick response to the advertisement which may be to
order the product by mail, or mailing a coupon, or he may promptly purchase in a retail store in
response to prince reduction during clearance sale.
Product advertising is sub-divided into direct & indirect action advertising &product advertising
aims at informing persons about what a products is what it does, how it is used and where it can
be purchased. On the other hand selective advertising is made to meet the selective demand for a
particular brand or type is product.
b) Institutional Advertising :It is designed to create a proper attitude towards the sellers to build companyimage or goodwill
rather than to sell specific product or service. Its purpose is tocreate a frame of mind and to
implant feeling favorable to the advertisers company. Its assignment is to make friends for the
institution or organization.
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It is sub-divided into three categories: patronage, public, relations and public service institutional
advertising.
i. In patronage institutional advertising the manufacturer tells his prospects and customerabout himself his policies and lives personnel. The appeals to the patronage motivation of
buyers. If successful, he convinces buyers that his operation entitles him to the money
spent by them.
ii. Public relations institutional advertising is used to create a favourable image of the firmamong employees, stock-holders or the general public.
iii. Public service institutional advertising wages public support.
c) Other TypesThe other types are as follows :
i) Consumer advertisingii) Comparative advertisingiii) Reminder advertisingiv) Reinforcement advertising
ADVERTISING OBJECTIVES
The long term objectives of advertising are broad and general, and concern the contribution
advertising should make to the achievement of overall company objectives. Most companies
regard advert singly main objective as hat of proving support to personal selling and other forms
of promotion. But advertising is a highly versatile communications tools and may therefore by
used for achieving various short and long term objectives.
Among these objectives are the following:
1. To do the entire selling job (as in mail order marketing).
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2. To introduce a new product (by building brand awareness among potential buyers
3. To force middlemen to handle the product (pull strategy).
4. To build brand preference by making it more difficult for middleman to sell substitutes).
5. To remind users to buy the product (retentive strategy)
6. To publicize some change in marketing strategy (e.g., a price change, a new model or an
improvement in the product).
7. To provide rationalization (i.e. socially acceptable excuses).
8. To combat or neutralize competitors advertising.
9. To improve the moral of dealers and/or sales people (by showing that the company is doing its
share of promotion).
10. To acquaint buyers and prospects with the new uses of the product (to extend the PLC).
Therefore the manufacturers try to improve this goodwill and reputation by knowing the buyer
behavior. To sum up it may be said that advertising aims at committing the producers, educating
the consumer, supplementing the salesman converting the producer and the dealer to eliminate
the competitor, but above all it is a link between the produce and the consumer.
Advertising is to stimulate market demand. While sometimes advertising alone may succeed in
achieving buyer acceptance, preference, or even demand for the product, it is seldom solely
relied upon. Advertising is efficiently used with at least one other sales method, such as personal
selling or point-of-purchase display, to directly move customers to buying action.
WHY & WHEN TO ADVERTISE
Advertising as a tool to marketing not only reaches those who buy, but also those whose
opinions or authority is counted for example a manufacturer of marble tiles and building boards
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advertises not only to people who intend to build houses but also to architect and engineers.
While the manufacturers of pharmaceuticals products advertise to doctors as well as to the
general public. At time it is necessary for a manufacturer or a concern to advertise things which
it does not sell but which when sold stimulates the sales of its own product. There are concerns
like electric heaters, iron etc. because the use of these increases the demand for their products.
Advertising should be used only when it promises to bring good result more economically and
efficiently as compared to other means of selling.
DESIGNING ADVERTISING CAMPAIGN:
The campaign may appear in one more media. It has single theme or keynote idea and a single
objective or goal. Thus, "a unified theme of content provides psychological continuity
throughout the campaign while visual and oral similarity provides physical continuity. In short
run, all campaign want pre-determined psychological reaction in the long run, practically all
campaigns have sales goal. The series of advertisements used in the campaign must be integrated
with the sales promotional efforts and with the activities of the sales force.
Campaigns vary in length some may run only for a few days, other for weeks, yetother for a
season or the entire year. Usually a range of 3 to 6 months includes many campaigns. Many
factors influences campaign length such as competitors advertising media, policies, seasonal falls
curves of the product involved, the size of the advertising funds, campaign objectives and the
nature of the advertisers marketing programmes.
OBJECTIVES OF CAMPAIGN
The advertising campaign, especially those connected with the consumers aims at achieving
these objectives:
i) To announce a new product or improve product.ii) To hold consumers patronage against intensified campaign use.iii) To inform consumers about a new product use.iv) To teach consumers how to use product.v) To promote a contest or a premium offer.vi) To establish a new trade regional
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The institutional advertising campaigns on the other hand, have these objectives.
i) To create a corporate personality or image.ii) To build a company prestige.iii) To keep the company name before the public.iv) To emphasize company services and facilities.v) To enable company salesman to see top executive consistently when making sales
calls, and
vi) To increase friendliness and goodwill towards the company.Developing the campaign programmes.
The advertising campaigns are prepared by the advertising agencies, which work on behalf of
their clients who manufacture product or service enterprises, which have services to sell. The
word campaign is used because advertising agencies approach their task with a sumBlanca of
military fanfare in which one frequently hears words like target audience logistics, zero in and
tactics and strategy etc. The account executives co-ordinate the work, in the campaign. The
creation of an advertising campaign starts with an exploration of consumer habits and
psychology in relation to the product. This requires the services of statistical trained in survey
techniques and of others trained in social psychology. Statisticians select samples for survey
which are done by trained interviewers who visits individuals, included in the sample and ask
question to find out about their taste and habits
STAGE IN ADVERTISING CAMPAIGN
Several steps are required to develop an advertising campaign the number of stages and exact
order in which they are carried out may vary according to organizations resources, the nature of
its product and the types of audiences to be reached. The major stages/step are:
1. Identifying and analyzing the advertising.
2. Defining advertising objects.
3. Creating the advertising platform.
4. Determining the advertising appropriation.
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5. Selection media plan.
6. Creating the advertising message.
7. Evaluating the effectiveness of advertising.
8. Organizing of advertising campaign.
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Regression Analysis
SPSS findings
Coefficientsa
Model Unstandardized
Coefficients
Standardize
d
Coefficients
t Sig. 95.0% Confidence
Interval for B
B Std.
Error
Beta Lower
Bound
Upper
Bound
1
(Constant) 5.715 1.964 2.910 .006 1.748 9.681
Gender .298 .372 .126 .801 .428 -.453 1.049
Age .031 .144 .035 .214 .831 -.260 .321
Qalification .046 .138 .053 .332 .741 -.233 .325
Do you take cold
drink-.422 .862 -.072 -.489 .627 -2.163 1.319
Advertisement
required-1.142 .760 -.238 -1.503 .140 -2.677 .392
Medium .110 .139 .149 .789 .435 -.171 .391
ADseen -.109 .156 -.102 -.697 .490 -.425 .207
Favorite Slogan -.059 .130 -.097 -.454 .652 -.322 .204
Advertisement liked
bcoz-.174 .116 -.236 -1.508 .139 -.408 .059
Ad affects the
cosumption-.455 .190 -.345 -2.388 .022 -.839 -.070
NecessacityofAD -.274 .196 -.204 -1.397 .170 -.669 .122
INCOME -.038 .246 -.024 -.154 .878 -.535 .459
2(Constant) 5.545 1.608 3.448 .001 2.300 8.790
Gender .302 .367 .127 .822 .415 -.438 1.042
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Age .035 .139 .040 .254 .801 -.246 .316
Qalification .050 .134 .058 .372 .712 -.221 .321
Do you take cold
drink-.412 .850 -.071 -.485 .630 -2.127 1.303
Advertisement
required-1.138 .750 -.237 -1.516 .137 -2.652 .377
Medium .110 .138 .149 .797 .430 -.168 .388
ADseen -.108 .154 -.101 -.697 .489 -.419 .204
Favorite Slogan -.055 .126 -.090 -.437 .664 -.310 .199
Advertisement liked
bcoz-.175 .114 -.237 -1.541 .131 -.405 .054
Ad affects the
cosumption
-.455 .188 -.344 -2.415 .020 -.834 -.075
NecessacityofAD -.270 .192 -.201 -1.405 .167 -.657 .118
3
(Constant) 5.575 1.586 3.515 .001 2.376 8.774
Gender .273 .345 .115 .791 .433 -.423 .968
Qalification .049 .133 .056 .367 .715 -.219 .316
Do you take cold
drink-.367 .822 -.063 -.447 .657 -2.024 1.290
Advertisement
required
-1.161 .737 -.242 -1.577 .122 -2.647 .324
Medium .108 .136 .147 .795 .431 -.166 .383
ADseen -.102 .151 -.096 -.677 .502 -.408 .203
Favorite Slogan -.046 .119 -.075 -.385 .702 -.287 .195
Advertisement liked
bcoz-.166 .106 -.224 -1.561 .126 -.380 .048
Ad affects the
cosumption-.453 .186 -.343 -2.434 .019 -.828 -.078
NecessacityofAD -.266 .189 -.198 -1.405 .167 -.648 .116
4
(Constant) 5.854 1.379 4.246 .000 3.075 8.633
Gender .290 .338 .123 .858 .396 -.392 .972
Do you take cold
drink-.353 .813 -.061 -.434 .666 -1.991 1.285
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Advertisement
required-1.279 .656 -.266 -1.949 .058 -2.602 .043
Medium .115 .133 .156 .863 .393 -.154 .384
ADseen -.105 .150 -.099 -.703 .486 -.407 .196
Favorite Slogan -.047 .118 -.076 -.395 .695 -.285 .192
Advertisement liked
bcoz-.164 .105 -.222 -1.564 .125 -.376 .047
Ad affects the
cosumption-.443 .182 -.336 -2.430 .019 -.811 -.076
NecessacityofAD -.274 .186 -.204 -1.470 .149 -.649 .102
5
(Constant) 5.839 1.365 4.277 .000 3.089 8.589
Gender .261 .327 .110 .798 .429 -.398 .920
Do you take cold
drink-.346 .805 -.059 -.430 .669 -1.967 1.275
Advertisement
required-1.310 .645 -.273 -2.030 .048 -2.610 -.011
Medium .079 .097 .108 .819 .417 -.116 .275
ADseen -.094 .145 -.088 -.644 .523 -.386 .199
Advertisement liked
bcoz-.156 .102 -.211 -1.529 .133 -.361 .049
Ad affects the
cosumption-.436 .180 -.331 -2.426 .019 -.799 -.074
NecessacityofAD -.295 .177 -.220 -1.665 .103 -.651 .062
6
(Constant) 5.525 1.143 4.833 .000 3.224 7.826
Gender .224 .313 .095 .717 .477 -.405 .854
Advertisement
required-1.289 .638 -.268 -2.021 .049 -2.573 -.005
Medium .082 .096 .111 .850 .400 -.112 .275
ADseen -.090 .144 -.085 -.628 .533 -.380 .199
Advertisement liked
bcoz-.163 .099 -.221 -1.639 .108 -.363 .037
Ad affects the
cosumption-.445 .177 -.337 -2.511 .016 -.802 -.088
NecessacityofAD -.293 .175 -.219 -1.673 .101 -.646 .060
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1) H0: There is no effect of Advertisement on consumption of soft drink2) H1: There is effect of Advertisement on consumption of soft drink
7
(Constant) 5.127 .945 5.427 .000 3.226 7.027
Gender .243 .309 .103 .785 .436 -.380 .865
Advertisement
required-1.184 .612 -.247 -1.936 .059 -2.415 .046
Medium .083 .095 .112 .870 .389 -.109 .275
Advertisement liked
bcoz-.157 .098 -.212 -1.592 .118 -.354 .041
Ad affects the
consumption-.432 .175 -.328 -2.472 .017 -.784 -.081
NecessacityofAD -.293 .174 -.218 -1.681 .099 -.643 .058
8
(Constant) 5.451 .846 6.443 .000 3.750 7.152
Advertisement
required
-1.185 .609 -.247 -1.946 .058 -2.410 .040
Medium .077 .095 .104 .810 .422 -.114 .267
Advertisement liked
bcoz-.156 .098 -.212 -1.598 .117 -.353 .040
Ad affects the
consumption-.410 .172 -.311 -2.385 .021 -.755 -.064
NecessacityofAD -.311 .172 -.232 -1.809 .077 -.657 .035
9
(Constant) 5.651 .806 7.007 .000 4.030 7.271
Advertisement
required-1.199 .607 -.250 -1.975 .054 -2.418 .021
Advertisement liked
bcoz-.167 .097 -.226 -1.732 .090 -.362 .027
Ad affects the
consumption-.408 .171 -.309 -2.380 .021 -.752 -.063
NecessacityofAD -.304 .171 -.227 -1.777 .082 -.648 .040
a. Dependent Variable: Frequency of drinking
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Observations
Regression equations are used for finding the dependency of Dependent variable w.r.t
Independent variables. (Refer Annexure 2for data collection)
In this case,
Frequency of Drinking is Dependent variable.
Independent variables are Advertisements required, Consumer liked
advertisement because of some reason (Favorite film star, slogan, etc.), and
Advertisement affects the consumption.
From SPSS, we can find out dependency between such variables.
So for that reason I used Regression Analysis.
Data collected from the questionnaire was filled to excel sheet and then regression
analysis in done.
Coefficient table is referred from the output given by SPSS to get regression analysis.
From Model column last row is referred. In that I observe that Independent variables like
Advertisements required, Consumer liked advertisement because of some reason (Favorite film
star, slogan, etc.), Advertisement affects the consumption. So I need to find out regression
equation from data.
So for this, unstandardise coefficient column is referred and B column is analyzed in bottom of
the output.
Let us assume
Y= Frequency of Drinking (Dependent Variable)
X1= Advertisements required
X2= Consumer liked advertisement becauseX3= Advertisement affects the consumption
X4=Necessity of advertisement
a1, a2, a3, a4 are constants of independent variables
From Regression analysis, I got regression equation
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Y= C+a1x1+a2x2+a3x3+a4x4
Hence,
Y= 5.651+ (-1.199) x1 + (-0.167) x2 + (-0.408) x3 + (-0.304) x4
Conclusion though regression analysis
It is found that
Y= 5.651+ (-1.199) x1 + (-0.167) x2 + (-0.408) x3 + (-0.304) x4
In which, it is found that
Y= Frequency of Drinking (Dependent Variable) which is dependent on
independent variables like Advertisements required (x1), Consumer liked advertisement
because (x2), Advertisement affects the consumption (x3), Necessity of advertisement
(x4).
Hence we reject H0 which was There is no effect of Advertisement on consumption of
soft drink and Frequency of consumption is dependent on advertisement.
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Findings from Questionnaire
It is observed that 53% respondents are not regular drinkers. That means they takesoft drinks occasionally. Only 4% are regular drinkers.
From above graph Maaza is most popular drinks and after that sprite and coca- cola.
4%
27%
16%
53%
Frequency of Drinking
Once a day
once a week
Twice a week
Not regular drunker
0 10 20 30 40 50
Coca cola
Pepsi
Fanta
Limca
Mirinda
Thums-up
Sprite
Maaza
Dew
Series1
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TVis best medium of advertisement for soft drinks.
11%
18%
11%
7%
42%
11%
Slogan like the most
Taste the thunder
Change the game
Yeh dil mange more
Thanda matalab coca-cola
Aaj kuch yufani kartye hai
Darr ke aage jeet hai
81%
7%5%
7%
Best media of Advertisement
TV
Newspaper
Magazine
Billboards
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49% respondents said that theme of advertisement is appealable. Following byslogan.
Yes. AD effects the consumption of soft drinks.
49%
16%
6%
7%
22%
Reson for liking the AD
Its theme and making is
appealable
It has film stars
Because of good music
Favorite Sports person
Slogan
74%
6%
20%
Effect of AD on consumption
Yes
No
Cann't say
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Fromabove observation I can say that, as 53% of total respondents are Not Regular drinker.
Also 49% said that Advertisement of their favorite cold drinks Theme and its making
appealable. So from this we can conclude that as many people are not regular drinkers, and they
are aware of their favorite cold drinks advertisement. Also 95% of total respondents said that
advertising of soft drink is required, and most effective media is TV, as 81% said that TV is most
effective medium. Because of they know their favorite soft drink via TV advertisement.
There is need for advertisement as consumer needs something to recall about that product or
brand. And from advertisement there are certain factors like Its theme is appealable or It has
there consumers favorite Film star or it has best music or Slogan. Maximum respondents said
that its theme and making is appealable. Then effect of film stars is 2ndmost popular for recall of
that brand.
95%
5%
AD Requ.
Yes
No
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Conclusion
Therefore, Advertisements are the back bone for this Industry, they act as a glue to retain their
consumers and target the prospects.
Also the consumers preferences and the attitudes change with the passage of the time and age,
their income, Mediums of Advertisements also play an important role in promoting the products
among the masses.
Advertisements play a pivotal role in changing the consumers perception. Television is an
important and effective medium used for communication with the consumers, and nowadays
Internet has emerged one of the strongest medium that youngsters use to gather the information.
Also celebrities affect the consumer perception and buying behavior, and celebrities are one of
the most remembered aspects of the advertisement. Companies should use those celebrities that
have the greater credibility and fan following.
At last we can say that there might be a direct relation between Advertisements and the consumer
buying behavior.
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Recommendations
1. Companies should aggressively go for Internet marketing as there is a great scope for itbecause youngsters are in close contact round the clock with Internet.
2. Companies should come up with new and effective advertisement campaigns.
3. Companies should focus on creative advertisements, because people want somethingdifferent, something new that will attract their attention.
4.
Companies should make use of different mediums of Advertisements.
5. Advertisements should be made according to the taste of people.
6. Companies should go for Sponsorships of different events.
7. Companies should select the celebrities that have greater credibility and fan following.
8. Companies should promote their product through FM Radio stations and almosteverybody listen to FM radio Stations on their cell phones so there is a great scope for
this.
:
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Learning from the project
This project helped me to understand consumer buying behavior. Different consumers have
different perceptions about their favorite brand. Some like advertisement, some may like brand
itself, as they are brand loyal.
So there are many factors that should be considered while advertising. Selection of most
effective media, from my findings TV is most effective medium. Also attention grabbing and
appealable theme is most important. Celebrities also have somewhat impact on brand recall and
consumers different perception about particular brand. Marketing people might know about
effective media and factor related to thatsuch as celebrities slogan are of them. Because many
are not regular drinker so what are the factors that make their purchase that need to identify.
Marketing people must use effective slogan.
From this project I learn that how difficult is to make consumer to purchase particular brand.
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Bibliography
1. Books:i) Consumer Behavior: Buying, Having and BeingMichael R. Solomonii) Marketing Management Kotler, Keller, Koshi & Jha14th edition - Pearsoniii)Advertising and Promotion: An Integrated Marketing Communications Perspective,iv)Marketing ResearchAaker, Kumar, Day (7th edition John Wiley & Sons)
2. Newspapers: Economics Times3. Journals: Management Guru: Journal of Management Research, Vol.1, Issue
no.3
4. Websites http://economictimes.indiatimes.com/articleshow/27763500.cms?utm_sou
rce=contentofinterest&utm_medium=text&utm_campaign=cppst
http://maharashtratimes.indiatimes.com/lifestyle/ladies/Celebrity/articleshow/30019768.cms
http://www.taglineguru.com/sloganlist.html
http://economictimes.indiatimes.com/articleshow/27763500.cms?utm_source=contentofinterest&utm_medium=text&utm_campaign=cppsthttp://economictimes.indiatimes.com/articleshow/27763500.cms?utm_source=contentofinterest&utm_medium=text&utm_campaign=cppsthttp://economictimes.indiatimes.com/articleshow/27763500.cms?utm_source=contentofinterest&utm_medium=text&utm_campaign=cppsthttp://economictimes.indiatimes.com/articleshow/27763500.cms?utm_source=contentofinterest&utm_medium=text&utm_campaign=cppsthttp://economictimes.indiatimes.com/articleshow/27763500.cms?utm_source=contentofinterest&utm_medium=text&utm_campaign=cppsthttp://maharashtratimes.indiatimes.com/lifestyle/ladies/Celebrity/articleshow/30019768.cmshttp://maharashtratimes.indiatimes.com/lifestyle/ladies/Celebrity/articleshow/30019768.cmshttp://maharashtratimes.indiatimes.com/lifestyle/ladies/Celebrity/articleshow/30019768.cmshttp://maharashtratimes.indiatimes.com/lifestyle/ladies/Celebrity/articleshow/30019768.cmshttp://maharashtratimes.indiatimes.com/lifestyle/ladies/Celebrity/articleshow/30019768.cmshttp://www.taglineguru.com/sloganlist.htmlhttp://www.taglineguru.com/sloganlist.htmlhttp://www.taglineguru.com/sloganlist.htmlhttp://maharashtratimes.indiatimes.com/lifestyle/ladies/Celebrity/articleshow/30019768.cmshttp://maharashtratimes.indiatimes.com/lifestyle/ladies/Celebrity/articleshow/30019768.cmshttp://economictimes.indiatimes.com/articleshow/27763500.cms?utm_source=contentofinterest&utm_medium=text&utm_campaign=cppsthttp://economictimes.indiatimes.com/articleshow/27763500.cms?utm_source=contentofinterest&utm_medium=text&utm_campaign=cppst -
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Annexure: 1
Questionnaire for Soft drinks
1. Gendero Maleo Female
2 Which of the following best describes your age?o 16-25o 26-30o 31-40o 40+
3
Qualificationo Illiterateo SSCo HSCo Graduateo Post Graduate
4 What is your family annual income?o Below 1 lac.o 1-2 lacso 2-3 lacso 3-4 lacso Above 4 lacs
5 Do you take cold drinks?o Yeso No
6 How frequently you drink?o Once a dayo Once a weeko More than twice a weeko Not a regular drinker
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7 Name of cold drinks you know (multiple coding )o Coca colao Pepsio Fantao Limcao Mirindao Thumps upo Canada dryo Maazao Dewo All of the above
8 Which cold drink you like most?o Coca colao Pepsio Fantao Limcao Mirindao Thumps upo Canada dryo Maazao Dew
9 Through which media you know it?o TVo News papero Magazineo Radioo Other
10 Do you think advertisement of cold drink is required?o Yeso No
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11 How many advertisements you seen are of the most likely cold drink by you frompast 1 year?
o 1o 2o 3o 4o More than 4
12 Slogan of cold drink which you like the mosto Taste the thundero Change the gameo Ye dil mange moreo Thanda matalab coca-colao Aaj kuch tufani kartye haio Darr kea age jeet hai
13 Why you like advertisement?o Its theme and marking is appealableo It has my favorite film starso Because of good musico Favorite Sports persono Slogan
14 Do you think advertisement effect the consumption of cold drink?o Yeso Noo Cant say
15 Which Media Presently Is More Effective?o TVo Newspapero Magazineo Billboards
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16 Do you think the Advertisement is necessary for COLD DRINKS?o Necessaryo Very necessaryo Cant sayo Not necessary
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1 1 5 1 2 1 3 3 4 4 2 1
1 1 5 1 1 1 3 2 1 1 1 4
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