business research

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business research

  1. 1. IMPACT OF ADVERTISING ON FMCG PRODUCTS AND CONSUMER BEHAVIOUR Many a small thing has been made large by the right kind of Advertising – MARK TWAIN PRESENTED BY ABHISHEK AGARWAL AKASH PANDIT ABHIJIT MUSALE ANWESHA MAJUMDER ANKUR SARAF BHARAT MAHAJAN ANKIT BHARADWAJ BHAVIN RAJGOR
  2. 2. OVERVIEW Impact of advertising. Research design Variables Objectives Hypothesis Questionnaire
  3. 3. IMPACT OF ADVERTISING Advertising is a very effective tools of communicating message to its target audience. It has the ability to combine both audio and video communication. Advertisements creates awareness among the people out there in the market about the products. Advertising plays an important role in the process of moving the goods from the producers to the consumers
  4. 4. NOW LETS HAVE A LOOK AT THE RESEARCH DESIGN LETS SEE…
  5. 5. RESEARCH DESIGN Descriptive type of research design It is concerned with describing a population with respect to important variables. Exploratory type of research design To discover idea and insights. Casual type of research design To establish cause & effect relationship between variables.
  6. 6. VARIABLES INDEPENDENT VARIABLES AGE GENDER PRODUCT FEATURES DEPENDENT VARIABLES CUSTOMER SATISFACTION BUYING SALES
  7. 7. OBJECTIVES  To see if advertisement of FMCG products have any influence on consumer buying behaviour.  To study the impact of the advertisements on consumers buying behaviour on different age group.  To understand whether the experts recommendation and claim has any impact on consumer buying behaviour for a FMCG product.  To check if the characteristics of a product has a greater significance than a celebrity endorsement.  To determine the impact of keyword/caption of advertisement on purchasing behaviour of consumers.  To study the if the product loyalty has a greater significance than what is shown in the advertisement.
  8. 8. HYPOTHESIS 1 Ho : µi = µn HA : µi ≠ µn OBJECTIVE 1 To see if advertisement of FMCG products have any influence on consumer buying behaviour. WHERE, H0 = Influence of advertisement and consumer buying behaviour is dependant. HA = Influence of advertisement and consumer buying behaviour is independent
  9. 9. HYPOTHESIS 2 Ho : µi = µn HA : µi ≠ µn OBJECTIVE 2 To study the impact of the advertisements on consumers buying behaviour on different age group. WHERE, H0 = Relationship between the age of the respondents and the age group segmented advertisement shown in the media is dependant. HA = Relationship between the age of the respondents and the age group segmented advertisement shown in the media is independent.
  10. 10. HYPOTHESIS 3 Ho : µi = µn HA : µi ≠ µn OBJECTIVE 3 To understand whether the experts recommendation and claim has any impact on consumer buying behaviour for a FMCG product. WHERE, H0 = The relationship between claims by experts and buying decision for FMCG product is dependant. HA = The relationship between claims by experts and buying decision for FMCG product is independent.
  11. 11. HYPOTHESIS 4 Ho : µi = µn HA : µi ≠ µn OBJECTIVE 4 To check if the characteristics of a product has a greater significance than a celebrity endorsement. WHERE, H0 = The characteristics of a product & consumer buying behaviour are dependant. HA = The characteristics of a product & consumer buying behaviour are independant.
  12. 12. HYPOTHESIS 5 Ho : µi = µn HA : µi ≠ µn OBJECTIVE 5 To determine the impact of keyword/caption of advertisement on purchasing behaviour of consumers. WHERE, H0 = The relationship between keyword/caption used in an advertisement and buying decision for FMCG product is dependent. HA = The relationship between keyword/caption used in an advertisement and buying decision for FMCG product is independent.
  13. 13. HYPOTHESIS 6 Ho : µi = µn HA : µi ≠ µn OBJECTIVE 6 To study the if the product loyalty has a greater significance than what is shown in the advertisement. WHERE, H0 = The relationship between product loyalty and buying decision for FMCG product is dependent. HA = The relationship between product loyalty and buying decision for FMCG product is independent.
  14. 14. QUESTIONAIRE PERSONAL DETAILS 1. Name : __________________ 2. Sex : MALE 3. Occupational status: STUDENT BUSINESSMAN FEMALE HOUSEWIFE EMPLOYED 4. Marital status: Married unmarried 5. Number of members in a family? Upto 2 2 to 4 4 to 6 Above 6
  15. 15. 6. What are the FMCG products you usually use in your daily life? o Soap o Shampoo o Detergent o Apart from these what you use on your daily basis (please specify) 7. Which are the brands you use for your FMCG products? o HUL o P&G o Reckitt Benkister o Others(please specify) 8. Do advertisement of FMCG products influence you for buying it? o Yes o No
  16. 16. 9. How do you get to know about these brands or product? o Television advertisement o Newspaper advertisement o Online advertisement o Friends 10. What is your age? o 18-25 o 26-35 o 36-45 o >45 11. Do the advertisements of the FMCG products have any influence on your buying behaviour? o Yes o No 12. Does the expert or celebrity advices regarding a product creates any impact on you? o Yes o NO o If Yes,
  17. 17. 13. Which are the products you buy depending upon expert’s advice? PRODUCT NAME NEVER SOMETIMES FREQUENTLY VERY FREQUENTLY HAIR CARE SKIN CARE BABY CARE HOUSEHOLD CLOTHING EATABLES 14. Do you look for product features before buying a product? o YES o NO 15. What are the reasons behind choosing the particular brand? o Quality o Quantity o Price o Features o All of the above. ALWAYS
  18. 18. 16. How are you impacted by celebrity endorsements NEVER Fan following Just because they say Just because they use You believe what they show becomes fashion Do you think of the celebrity of a particular product while making a purchase Does Catchy captions or tag lines by celebrities affect your buying behavior SOMETIMES NEUTRAL FREQUENTLY ALWAYS
  19. 19. 17. Is there any product for which you always go for a particular brand? o Yes o No o If Yes, Then please choose from 18th question. 18. Which brand/brands you prefer the most? o HUL o P&G o R&b o Merico o Itc o Others (please specify)

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