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A study on media as a source of influence

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A study on media as a source of influence

A study on media as a source of influence

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    A study on media as a source of influence A study on media as a source of influence Document Transcript

    • A study on Media as a source of influence on consumer buying decision process A STUDY ON MEDIA AS A SOURCE OF INFLUENCE ON CONSUMER BUYING DECISION PROCESS A DISSERTATON SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF MASTER OF BUSINESS ADMINISTRATION DEGREE FOR BANGALORE UNIVERSITY BY Mr. DEEPAK. S Under the guidance and supervision Of Prof. NANDINI VAIDYANATHAN M P Birla Institute of Management Bangalore M P BIRLA INSTITUTE OF MANAGEMENT Associate Bharatiya Vidya Bhavan BANGALORE 2006 1
    • A study on Media as a source of influence on consumer buying decision process DECLARATION I hereby declare that this dissertation entitled " A Study on Media as a Source of Influence on Consumer Buying Decision Process”, is the result of my own research work carried out under the guidance and supervision of Mrs. Nandini Vaidyanathan, MPBIM Bangalore I also declare that this dissertation has not been submitted earlier to any Institute/organization for the award of any degree or diploma Place: Bangalore Date: (DEEPAK S) 2
    • A study on Media as a source of influence on consumer buying decision process CERTIFICATE I hereby certify that this dissertation entitled " A Study on Media as a Source of Influence on Consumer Buying Decision Process”, is the result of research work carried out by Mr.DEEPAK S under the guidance of Mrs. Nandini Vaidyanathan, M P Birla Institute of Management, Bangalore Place: Bangalore Date: (Dr N S Malavalli) Principal 3
    • A study on Media as a source of influence on consumer buying decision process CERTIFICATE I hereby certify that this dissertation entitled “A Study on Media as a Source of Influence on Consumer Buying Decision Process”, Bangalore is an offshoot of the research work carried out by Mr.DEEPAK S under my guidance and supervision. Place: Bangalore Date: (Mrs. Nandini Vaidhyanathan) 4
    • A study on Media as a source of influence on consumer buying decision process ACKNOWLEDGEMENT I would like to express my sincere gratitude to my research guide Mrs. NANDINI VAIDHYANATHAN, M. P. Birla Institute of Management, Bangalore for her constant encouragement and guidance in the course of the research investigation. Further, I would also like to thank all the faculty members of MPBIM who have helped me in completing my project. I have gained a lot of knowledge throughout the course of carrying out this project. I would like to sincerely thank all my friends and colleagues who have helped me in completing this project by providing me with the academic support. DEEPAK S 5
    • A study on Media as a source of influence on consumer buying decision process Table of Contents Sl.no PARTICULARS PG.NO 1.0 Introduction 01 2.0 Design of Study 05 2.1 Statement of Problem 06 2.2 Rationale of the study 06 2.3 Aims and Objectives 06 2.4 Hypothesis 07 2.5 Sampling Techniques 07 2.6 Primary data 07 2.7 Limitations of Study 08 2.8 Review of Literature 08 3.0 Profile 10 3.1 Respondent Profiles 11 4.0 Analysis & Interprétation 14 4.1 Analysis of questions 15 4.2 Analysis of Hypothesis 43 4.3 Chi square 50 5.0 Findings of the Study 54 6.0 Suggestions 58 7.0 Conclusions 60 Bibliography Annexure 6
    • A study on Media as a source of influence on consumer buying decision process LIST OF TABLES Table 3.1.1 indicating the age profile of the respondents 11 Table 3.1.2 indicating the income profile of the respondents 12 Table 3.1.3 indicating the occupation profile of the respondents 13 Table 4.1.1 indicating the frequency of shopping 15 Table 4.1.2 indicating number of respondents who notice ads 16 before purchase Table 4.1.3 indicating the distribution of respondents who notice 17 ads in each form of media Table 4.1.4 indicating the perception of ads 18 Table 4.1.5 indicating where respondents look for information 19 before purchase Table 4.1.6 indicating consumer's perception on the influence of 20 ads on brand selection Table 4.1.7 indicating the form of media which helps consumers 21 most in shopping Table 4.1.8 indicating the ranking of various media in terms of 22 credibility Table 4.1.9 indicating the duration of tv viewing 23 Table 4.1.10 indicating the behavior of respondents during the 24 time of ads 7
    • A study on Media as a source of influence on consumer buying decision process Table 4.1.11 indicating the type of channels viewed most often by 25 respondents Table 4.1.12 indicating the time of tv viewing among respondents 26 Table 4 1.13 indicating the perception of respondents on the most 27 frequently advertised product Table 4.1.14 indicating the number of news papers read by 28 respondents Table 4.1.15 indicating the distribution of ad recall from news 29 papers Table 4.1.16 indicating the number of respondents who read 33 classifieds Table 4.1.17 indicating the number of respondents who receive 31 direct mail ads Table 4.1.18 indicating what respondents do with direct mail ads 32 Table 4.1.19 indicating the perception of respondents about direct 33 mail ads Table 4.1.20 indicating what catches the attention of respondents 34 in print media Table 4.1.21 indicating which part of ad catches the eye of 35 respondents the most in a magazine Table 4.1.22 indicating the perception of respondents about 36 internet ads Table 4.1.23 indicating whether respondents ever felt like buying 37 8
    • A study on Media as a source of influence on consumer buying decision process a product based on advertisements Table 4.1.24 indicating which form of ads made respondents feel 38 like buying a product Table 4.1.25 indicating whether the respondents eventually 39 bought the product Table 4.1.26 indicating which form of ad helps the respondents in 40 buying a high priced items (>rs.1 0000) Table 4.1.27 indicating which form of ad helps the respondents in 41 buying medium priced in (rs.1000-10000) Table 4.1.28 indicating which form of ad helps the respondents in 42 buying a low priced items (rs.1000) Table 4.2.1.a. Indicating the number of respondents who notice 43 advertisements before purchasing the product and also the form of ad media Table 4.2.1.b. Indicating the number of newspapers read regularly 44 by the respondents and the ability to recall any advertisements in the paper. Table 4.2.1.c. Indicating the impact of advertisements on the 45 respondents Table 4.2.2.a. Indicating the most influential form of media for 46 helping respondents in purchase decisions. Table 4.2.2.b indicating which form of media helps most in 46 shopping 9
    • A study on Media as a source of influence on consumer buying decision process Table 4.2.2.c. Indicating which form of media is preferred for 46 information before purchase. Table 4.2.2.d. indicating which form of media compels 47 respondents 47 Table 4.2.2.e. Indicating the form of ads that help respondents in buying low priced items (<rs.1000) Table 4.2.2.f. Indicating the form of ads that help the respondents 47 in buying medium priced items (rs. 1000-10000) 47 Table 4.2.2.g. Indicating the form of ads that help the respondents 48 in buying high priced items (>rs.1 0000) Table 4.3.1 indicating the relation between income per month and 50 form of media preferred for low priced items. Table 4.3.2. Indicating the relation between income per month and 51 form of media preferred for medium priced items. Table 4.3.3 indicating the relation between income per month and 52 form of media preferred for high priced items Table 4.4.4. Indicating the relation between age of respondents 53 and what catches attention most in a print advertisements Table 4.4.5. Indicating the relation between age of respondents 54 and where they look for information 10
    • A study on Media as a source of influence on consumer buying decision process LIST OF GRAPHS PARTICULARS PAGE NO. Graph 3.1.1 indicating the age profile of the respondents 11 Graph 3.1.2 indicating the income profile of the respondents 12 Graph 3.1.3 indicating the occupation profile of the respondents 13 Graph 4.1.1 indicating the frequency of shopping 15 Graph 4.1.2 indicating number of respondents who notice ads 16 before purchase Graph 4.1.3 indicating the distribution of respondents who notice 17 ads in each form of media Graph 4.1.4 indicating the perception of ads 18 Graph 4.1.5 indicating where respondents look for information 19 before purchase Graph 4.1.6 indicating consumer's perception on the influence of 20 ads on brand selection Graph 4.1.7 indicating the form of media which helps consumers 21 most in shopping Graph 4.1.8 indicating the ranking of various media in terms of 22 credibility Graph 4.1.9 indicating the duration of tv viewing 23 Graph 4.1.10 indicating the behavior of respondents during the 24 time of ads Graph 4.1.11 indicating the type of channels viewed most often by 25 respondents. Graph 4.1.12 indicating the time of TV viewing among 26 respondents 11
    • A study on Media as a source of influence on consumer buying decision process Graph. Graph 4.1.13 indicating the perception of respondents on 27 the most frequently advertised product Graph 4.1.14 indicating the number of news papers read by 28 respondents Graph 4.1.15 indicating the distribution of ad recall from 29 newspapers Graph 4.1.16 indicating the number of respondents who read 30 classifieds Graph 4.1.17 indicating the number of respondents who receive 31 direct mail ads Graph 4.1.18 indicating what respondents do with direct mail ads 32 Graph 4.1.19 indicating the perception of respondents about direct 33 mail ads Graph 4.1.20 indicating what catches the attention of respondents 34 in print media Graph 4.1.21 indicating which part of ad catches 35 the eye of respondents the most in a magazine Graph 4.1.22 indicating the perception of respondents 36 about internet ads Graph 4.1.23 indicating whether respondents ever felt 37 like buying a product based on advertisements Graph 4.1.24 indicating which form of ads made respondents 38 feel like buying a product Graph 4.1.25 indicating whether the respondents eventually 39 bought the product Graph 4.1.26 indicating which form of ad helps the 40 Respondents in buying a high priced items (>Rs.1 0000) 12
    • A study on Media as a source of influence on consumer buying decision process Graph 4.1.27 indicating which form of ad helps the 41 Respondents in buying medium priced items (Rs.1000-10000) Graph 4.1.28 indicating which form of ad helps the 42 Respondents in buying a low priced items (<Rs.1000) 13
    • A study on Media as a source of influence on consumer buying decision process Chapter 1 INTRODUCTION 14
    • A study on Media as a source of influence on consumer buying decision process 1. INTRODUCTION India is a big country with 28 states, over one billion people and 120 dialects/languages. From the market perspective, people of India comprise different segments of consumers, based on class, status, and income. India is a lucrative market even though the per capita income in India is low and it remains a huge market, even for costly products. The Indian consumers are noted for the high degree of value orientation. Such orientation to value has labeled Indians as one of the most discerning consumers in the world. Even, luxury brands have to design a unique pricing strategy in order to get a foothold in the Indian market. Indian consumers have a high degree of family orientation. This orientation in fact, extends to the extended family and friends as well. Brands with identities that support family values tend to be popular and accepted easily in the Indian market. Indian consumers are also associated with values of nurturing, care and affection. These values are far more dominant that values of ambition and achievement. Product which communicate feelings and emotions gel with the Indian consumers. Apart from psychology and economics, the role of history and tradition in shaping the Indian consumer behavior is quite unique. 15
    • A study on Media as a source of influence on consumer buying decision process Perhaps, only in India, one sees traditional products along side modern products. For example, hair oils and tooth powder existing with shampoos and toothpaste. Television advertising has the biggest impact on purchases of less expensive consumables like cold medication and athletic shoes. And newspaper articles have the biggest influence when purchasing certain items like appliances, as well as making investment decisions, for example buying stock in a certain company. As it is with news, television is the predominant source for product information among less educated Americans. On almost all of the items listed, people with less formal education rely more heavily on television, while the highly educated are influenced more by the print media, particularly magazines. Again, the Internet appears to have a big influence. Significant numbers of people look to the Web to help them make decisions about buying a new car, a computer, or investing in company stock 16
    • A study on Media as a source of influence on consumer buying decision process Most studies of consumer reaction to advertising tend to reveal a negative bent, but reaction to advertising varies by the medium in which it appears. In Consumer Perceptions of Various Web Ad Formats, a December 2003 study by Dynamic Logic, consumers were most favorable towards print advertising (probably the least intrusive and personally directed). Television ads fell in the middle ground, with approximately 20% seeing them as "somewhat" to "very" negative, followed by online ads, just over 30% seeing them as "somewhat" to "very" negative. The bottom of the list? Telemarketing at more than 95% "somewhat" to "very" negative, non-opt-in email ads (spam) at 80% negative and direct mail at 40% negative. 17
    • A study on Media as a source of influence on consumer buying decision process Chapter 2 DESIGN OF THE STUDY 18
    • A study on Media as a source of influence on consumer buying decision process 2.1 Statement Of Problem A Study on media as a source of influence on consumer buying decision process. 2.2 Rationale of the Study Bangalore is a growing cosmopolitan city. As the awareness about the varieties of products is growing through the different forms of media we found the necessity to study media as a source of influence on consumer buying decision process. 2.3 Aims and Objectives 2.3.1 Primary To study the impact of different advertisement media on consumer buying decision. 2.3.2 Secondary -To study the relationship between recall of advertisements and buying behaviour. -To study which source of media the consumers find most credible. 19
    • A study on Media as a source of influence on consumer buying decision process 2.4 Hypothesis Hypothesis 1 H0: Print advertising has more influence on consumer buying decision over other forms of media H1: Print advertising has lesser influence on consumer buying decision over other forms of media Hypothesis 2 H0: Recall of advertisements has a positive relationship with consumer buying behaviour. H1: Recall of advertisements has no positive relationship with consumer buying behaviour 2.5 Sample Techniques 2.5.1 Sample Unit The sample universe for our study is the general public in Bangalore city 2.5.2 Sample Size The sample size is 100 2.5.3 Statistical Design Mean, Median, Coefficient Of Variation And Chi Square. 2.6 Primary Data Data was collected through administration of questionnaires. 20
    • A study on Media as a source of influence on consumer buying decision process 2.7 Limitations Of Study Some of the limitations we encountered during this study were: 1. The sample size was limited to 100 respondents. 2. The study was limited to the city of Bangalore. 3. The results could be biased as judgment sampling was used. 4. Respondents did not admit that advertisements influence their buying decision. 2.8 Review Of Literature In our information-saturated society, it’s not always easy to sort out which sources of information have the greatest influence on consumer decision making. The most important thing for communicators to remember is that no single medium can reach all potential customers. A recent survey by Wirthlin Worldwide shows that there is no substitute for a thorough knowledge of your target audience and an understanding of their media habits as they relate to your specific product or service category, so you can provide persuasive information through those sources where they are most likely to be looking for it. For a long time, one of the Holy Grails of marketing communications has been the search for a formula by which the persuasive value of earned media can be directly compared with that of paid media: Which is more effective, a front page article in the Economic Times or a full page ad in Business World? What is the value of 21
    • A study on Media as a source of influence on consumer buying decision process being mentioned on KBC versus a paid endorsement by Sachin Tendulkar? Does a positive mention on 20/20 have more influence than a 60 second commercial on the same broadcast? These kinds of questions are difficult to answer. Research can provide good measures of the impact of communications efforts. A number of approaches have been identified to find out what it is that drives people’s changes in attitudes and preferences. But it is not a simple procedure, and the findings are relevant only for a specific product category among a specific audience. When talking about sources of influence, credibility is always one of the central issues. People are more strongly influenced by sources they consider to be credible, so believability is an important indicator of communications effectiveness. 22
    • A study on Media as a source of influence on consumer buying decision process Chapter 3 PROFILE 23
    • A study on Media as a source of influence on consumer buying decision process 3.1 Respondent Profile 3.1.1 Age Profile Table 3.1.1 indicating age profile of the respondents Age <20 20-35 36-50 >50 TOTAL No. of respondents 14 57 18 11 100 Percentage 14% 57% 18% 11% 100% Graph 3.1.1a depicts Table 3.1.1 >50 <20 11% 14% 36-50 <20 18% 20-35 36-50 >50 20-35 57% Interpretation: 14% of the respondents belong to <20 age group,57% of the respondents belong to the 20-35 age group,18% belong to the 36-50 age group and 11% belong to >50 age group. 24
    • A study on Media as a source of influence on consumer buying decision process 3.1.2 Income profile Table 3.1.2 indicating income profile of the respondents Income <20000 20000-40000 40001-60000 >60000 Total No. of respondents 40 37 12 11 100 Percentage 40% 37% 12% 11% 100% Graph 3.1.2a depicts Table 3.1.2 No. of respondents 11 12 <20000 40 20000-40000 40001-60000 >60000 37 Interpretation: 40% of the respondents belonged to the <20000 income level (Monthly family income in Rs.),37% of them belong to the 20000-40000 income level,12% belong to the 40001-60000 income level and 12% to the >60000 income level. 25
    • A study on Media as a source of influence on consumer buying decision process 3.1.3 Occupation profile of the respondents Table 3.1.3 shows the occupation profile of the respondents Occupation Own Business Service Student Technical Unemployed Others Total No.of respondents 13 21 39 12 2 13 100 Percentage 13% 21% 39% 12% 2% 13% 100% Graph 3.1.3a depicts Table 3.3 Others Own Business 13% Unemployed 13% Own Business 2% Technical Service 12% Service Student 21% Technical Unemployed Others Student 39% Interpretation: 39% of the respondents belonged to the student community,21% to the service industry, 13% have their own business,12% to technical industry,2% are unemployed and 13% belong to other categories. 26
    • A study on Media as a source of influence on consumer buying decision process Chapter 4 ANALYSIS AND INTERPRETATION 27
    • A study on Media as a source of influence on consumer buying decision process 4.1. Analysis of Questions 4.1.1 Frequency of shopping Table 4.1.1 indicating the frequency of shopping: Once a Once a Daily When ever the Total week month need arises No. of 27 15 9 49 100 respondents Percentage 27% 15% 9% 49% 100% Graph 4.1.1a depicts Table 4.1.1 Frequency of shopping 60 Number of respondents 50 40 30 20 10 0 Once a week Once a month Daily Whenever the need arises Frequency Interpretation: 49% of the respondents shop whenever the need arises,27 shop once a week,15 shop once a month and 9 daily. 28
    • A study on Media as a source of influence on consumer buying decision process 4.1.2 Number of respondents who noticed ads before purchase Table 4.1.2 indicating number of respondents who notice ads before purchase Yes No Don’t Total remember No. of 45 49 6 100 respondents Percentage 45% 49% 6% 100% Graph 4.1.2a depicts Table 4.1.2 Number of respondents who notice ads before purchase u b r f e p n e ts 60 Nme o r s o dn 50 40 30 20 10 0 Yes No Don't remember Response Interpretation: 49% of the respondents did not notice any ads of the product they last purchased 29
    • A study on Media as a source of influence on consumer buying decision process 4.1.3 Distribution of respondents who noticed ads in each form of media Table 4.1.3 indicating the distribution of respondents who notice ads in each form of media Form of Newspapers Magazines Tv Hoardings/ Radio Table media billboards No. of 22 14 22 7 4 100 Respondents Percentage 22% 14% 22% 7% 4% 100% Graph 4.1.3a depicts Table 4.1.3 Distribution of respondents who notice ads in each form of media 25 Number of respondents 20 15 10 5 0 Newspapers Magazines TV Hoardings/Billboards Radio Form of Media Interpretation: Out of the 45 respondents who noticed ads 22 noticed ads in Newspapers and 22 in TV 30
    • A study on Media as a source of influence on consumer buying decision process 4.1.4 Perception of advertisements Table 4.1.4 indicating the perception of ads Influencing Providing Increasing Introducing Total the information the sales new customers products No. of respondents 44 27 23 6 100 Percentage 44% 27% 23% 6% 100% Graph 4.1.4a depicts Table 4.1.4 Perception of ads N m e o re p n e ts 50 u br f s o dn 40 30 20 10 0 Influencing Providing Increasing Introducing customers information sales new products Perception Interpretation: 44% of the respondents think that advertisements are for influencing the customers. 31
    • A study on Media as a source of influence on consumer buying decision process 4.1.5 Source of information before purchase Table 4.1 .5indicating where respondents look for information before purchase Form of Newspapers Magazines Internet Tv Radio None Total media of the above No.of 100 respondents 36 7 9 25 4 19 Percentage 36% 7% 9% 25% 4% 19% 100% Graph 4.1.5.a depicts Table 4.1.5 Where respondents look for information before purchase 40 Number of respondents 35 30 25 20 15 10 5 0 Newspapers Magazines Internet TV Radio None Forms of media Interpretation: 36% of the people look for information in newspapers, 25% through the TV, 9% through internet, 7% magazines, 4% radio and 19% through other forms. 32
    • A study on Media as a source of influence on consumer buying decision process 4.1.6 Consumers perception on the influence of ads on brand selection Table 4.1.6 indicating consumer’s perception on the influence of ads on brand selection Strongly Moderately Neither Moderately Strongly Total agree agree agree nor disagree disagree disagree No. of 100 respondents 9 48 22 12 9 Percentage 9% 48% 22% 12% 9% 100 Graph 4.1.6a depicts Table 4.1.6 Consumer’s perception on the influence of ads on brand selection umber of respondents 60 50 40 30 20 10 0 N Strongly Moderately Neither Moderately Strongly agree agree agree nor disagree disagree disagree Perception Interpretation 48% of the respondents moderately agree that advertisements help in deciding about the brand. 33
    • A study on Media as a source of influence on consumer buying decision process 4.1.7 Form of media which helps consumers most in shopping Table 4.1.7 indicating the form of media which helps consumers most in shopping Newspapers/magazines Tv Radio Internet Any Total other No. of 100 Respondents 44 33 2 9 14 Percentage 44% 33% 2% 9% 14% 100% Graph 4.1.7a depicts Table 4.1.7 Form of media which helps consumers most in shopping 50 Number of respondents 40 30 20 10 0 New spapers/Magazines TV Radio Internet Other Form of media Interpretation: 44% of the respondents think that newspapers help them most in shopping. 34
    • A study on Media as a source of influence on consumer buying decision process 4.1.8 Ranking of various media in terms of credibility Table 4.1.8 indicating the ranking of various media in terms of credibility Newspapers Magazines Tv Radio Internet Mean 2.19 2.67 2.3 3.99 3.87 Rank Rank 1 3 2 5 4 Graph 4.1.8a depicts Table 4.1.8 Ranking of various media in terms of credibility 4.5 Number of respondents 4 3.5 3 2.5 2 1.5 1 0.5 0 Newspaper Magazines Tv Radio Internet Form of media Interpretation: Respondents find newspapers most credible. 35
    • A study on Media as a source of influence on consumer buying decision process 4.1.9 Duration of TV viewing Table 4.1.9indicating the duration of TV viewing < 1 hour 1 to 3 hours > 3 hours Don’t watch Total TV No. of 33 13 15 100 Respondents 39 Percentage 39% 33% 13% 15% 100% Graph 4.1.9a depicts Table 4.1.9 Duration of TV viewing 45 N m e o r s o d ns u br f ep n e t 40 35 30 25 20 15 10 5 0 <1 hour 1-3 hours >3 hours Don't watch TV Dura tion Interpretation: 39% of the respondents watch television for less than an hour. 36
    • A study on Media as a source of influence on consumer buying decision process 4.1.10 Behavior of respondents during the time of ads Table 4.1.10 indicating the behavior of respondents during the time of ads Switch Watch Depends Any Total channels them on the ads other No. of 100 Respondents 30 14 53 3 Percentage 30% 14% 53% 3% 100% Graph 4.1.10a depicts Table 4.1.10 Behavior of respondents during the time of ads N m e o re p n e ts 60 u br f sodn 50 40 30 20 10 0 Switch Watch Depends on Other channels them the ads Behaviour Interpretation: 53% of the respondents said that their behavior during the advertisement depends on the advertisement being telecasted. 37
    • A study on Media as a source of influence on consumer buying decision process 4.1.11 Type of channels viewed most often by respondents Table 4.1.11 indicating the type of channels viewed most often by respondents Sports News Movie Music Documentary Devotional Total No. of 100 Respondents 20 19 27 21 11 2 Percentage 20% 19% 27% 21% 11% 2% 100% Graph 4.1.11a depicts Table 4.1.11 Type of channels viewed most often by respondents 30 Number of respondents 25 20 15 10 5 0 Sports News Movie Music Documentary Devotional Type of channel Interpretation 27% of the respondents watch movie channels most often. 38
    • A study on Media as a source of influence on consumer buying decision process 4.1.12 Time of TV viewing among respondents Table 4.1.12 indicating the time of TV viewing among respondents Morning Evening Before Whenever Total going to they feel like sleep No. of 100 Respondents 4 36 31 29 Percentage 4% 36% 31% 29% 100% Graph 4.1.12a depicts Table 4.1.12 Time of tv viewing among respondents N m e o r s o d ns 40 u br f ep n e t 35 30 25 20 15 10 5 0 Morning Evening Before Whenever I going to feel like it sleep Time of vie w ing Interpretation 36% of the people watch television in the evening. 39
    • A study on Media as a source of influence on consumer buying decision process 4.1.13 perception of respondents on the most frequently advertised product Table 4.1.13 indicating the perception of respondents on the most frequently advertised product Colas Toiletries Mobile Electronic Automobiles Any Total services goods other No. of 100 Respondents 29 27 14 12 13 5 Percentage 29% 27% 14% 12% 13% 5% 100% Graph 4.1.13a depicts Table 4.1.13 Perception of respondents on the most frequently advertised product Number of respondents 35 30 25 20 15 10 5 0 Colas Toiletries Mobile Electronic Automobiles Other service goods providers Products Interpretation 29% of the respondents feel that colas are advertised for most frequently. 40
    • A study on Media as a source of influence on consumer buying decision process 4.1.14 Number of news papers read by respondents Table 4.1.14 indicating the number of news papers read by respondents One Two More than None Total two No. of 100 Respondents 50 26 11 13 Percentage 50% 26% 11% 13% 100% Graph 4.1.14a depicts Table 4.1.14 Number of news papers read by respondents N m e o r s o d ns u br f ep n e t 60 50 40 30 20 10 0 One Two More than None two Number of new spapers Interpretation 50% of the respondents read one newspaper. 41
    • A study on Media as a source of influence on consumer buying decision process 4.1.15 Distribution of ad recall from news papers Table 4.1.15 indicating the distribution of ad recall from news papers Yes No NA Total No. of 51 45 4 100 Respondents Percentage 51% 45% 4% 100% Graph 4.1.15a depicts Table 4.1.15 Distribution of ad recall from news papers 60 Number of respondents 50 40 30 20 10 0 Yes No NA Recall Interpretation 51% of the people recall the advertisement they saw in the newspaper. 42
    • A study on Media as a source of influence on consumer buying decision process 4.1.16 Number of respondents who read classifieds Table 4.1.16 indicating the number of respondents who read classifieds Yes No Only when they Total are planning to buy No. of 100 Respondents 10 47 43 Percentage 10% 47% 43% 100% Graph 4.1.16a depicts Table 4.1.16 Number of respondents who read classifieds 50 Number of respondents 40 30 20 10 0 Yes No Only when I am planning to buy Response Interpretation 47% of the respondents do not read classifieds. 43
    • A study on Media as a source of influence on consumer buying decision process 4.1.17 Number of respondents who receive direct mail ads Table 4.1.17 indicating the number of respondents who receive direct mail ads Yes No Total No. of 46 54 100 Respondents Percentage 46% 54% 100% Graph 4.1.17a depicts Table 4.1.17 Number of respondents who receive direct mail ads Number or respondents 56 54 52 50 48 46 44 42 Yes No response Interpretation 54% of the respondents did not receive direct mail. 44
    • A study on Media as a source of influence on consumer buying decision process 4.1.18 What respondents do with direct mail ads Table 4.1.18 indicating what respondents do with direct mail ads Read them Read only Throw them Not Total first few with out even Applicable lines opening No. of 13 22 20 45 100 Respondents Percentage 13% 22% 20% 45% 100% Graph 4.1.18a depicts Table 4.1.18 What respondents do with direct mail ads Number of respondents 50 40 30 20 10 0 Read them Read the first Directly throw NA few lines and away throw away What they do Interpretation Out of the 46% of respondents who receive direct mail 22 %only read the first two lines while 20% of them throw it even without opening. 45
    • A study on Media as a source of influence on consumer buying decision process 4.1.19 Perception of respondents about direct mail ads Table 4.1.19 indicating the perception of respondents about direct mail ads A A reliable A helpful A reliable NA Total disturbance source of source of and information information helpful source No. of 54 6 27 10 3 100 Respondents Percentage 54% 6% 27% 10% 3% 100% Graph 4.1.19a depicts Table 4.1.19 perception of respondents about direct mail ads N ber of respondents 60 50 40 30 20 10 um 0 A A reliable A helpful Reliable and disturbance source of info source of info helpful source of info Perception Interpretation 54% of the respondents perceive direct mail as a disturbance. 46
    • A study on Media as a source of influence on consumer buying decision process 4.1.20 What catches the attention of respondents in print media Table 4.1.20 indicating what catches the attention of respondents in print media Color Punch Product Pictures Others Total pattern line logo No. of 100 Respondents 21 31 7 37 4 Percentage 21% 31% 7% 37% 4% 100% Graph 4.1.20a depicts Table 4.1.20 What catches the attention of respondents in print media umber of respondents 40 35 30 25 20 15 10 5 0 N Colour Punch line Product logo Pictures Others pattern Response Interpretation 37% of the respondents feel that the pictures catches their attention in print advertisement. 47
    • A study on Media as a source of influence on consumer buying decision process 4.1.21 Part of magazine catches the eye of respondents most Table 4.1.21 indicating which part of magazine catches the eye of respondents most Front inner Back inner Back outer Inside Total pages No. of 100 Respondents 30 13 30 27 Percentage 30% 13% 30% 27% 100% Graph 4.1.21a depicts Table 4.1.21 Which part of ad catches the eye of respondents the most in a magazine 35 Number of respondents 30 25 20 15 10 5 0 Front inner Back Inner Back Outer Inside Pages Part of the Magazine Interpretation 30% of the respondents feel that the front and back outer cover advertisements catch their eye while reading a magazine. 48
    • A study on Media as a source of influence on consumer buying decision process 4.1.22 Perception of respondents about internet ads Table 4.1.22 indicating the perception of respondents about internet ads A Innovative form Helpful Reliable A reliable Total disturbance of source of source of and helpful advertisement information information source of information No. of 100 Respondents 50 22 22 3 3 Percentage 50% 22% 22% 3% 3% 100% Graph 4.1.22a depicts Table 4.1.22 60 umber of respondents 50 40 30 20 10 N 0 A An A helpful A reliable A helpful disturbance innovative source of ad source of ad and reliable form of ad source of ad Percepation Interpretation 50% of the respondents perceive internet advertisement as a disturbance. 49
    • A study on Media as a source of influence on consumer buying decision process 4.1.23 Whether respondents ever felt like buying a product based on advertisements Table 4.1.23 indicating whether respondents ever felt like buying a product based on advertisements Yes No Total No. of 68 32 100 Respondents Percentage 68% 32% 100% Graph 4.1.23a depicts Table 4.1.23 80 70 Number of respondents 60 50 40 30 20 10 0 Yes No Response Interpretation 68% of the respondents ever felt like buying a product based on advertisement. 50
    • A study on Media as a source of influence on consumer buying decision process 4.1.24 which form of ads made respondents feel like buying a product Table 4.1.24 indicating which form of ads made respondents feel like buying a product TV News Mags Internet Radio Hoardings/ NA Total Papers billboards No. of 100 Respondents 45 17 6 1 3 3 25 Percentage 45% 17% 6% 1% 3% 3% 25% 100% Graph 4.1.24a depicts Table 4.1.24 50 45 Number of respondents 40 35 30 25 20 15 10 5 0 TV New spapers magazines Internet Radio Hoardings/Billboards Form of media Interpretation 45% of the respondents felt like buying a product after watching its advertisement on television. 51
    • A study on Media as a source of influence on consumer buying decision process 4.1.25 whether the respondents eventually bought the product Table 4.1.25 indicating whether the respondents eventually bought the product Yes No NA Total No. of 100 Respondents 50 32 18 Percentage 50% 32% 18% 100% Graph 4.1.25a depicts Table 4.1.25 60 Number of respondents 50 40 30 20 10 0 Yes No NA Response Interpretation 50% of the respondents eventually buy the product that they felt like buying based on its advertisement. 52
    • A study on Media as a source of influence on consumer buying decision process 4.1.26 Which form of ad helps the respondents in buying a high priced items (>Rs.10000) Table 4.1.26 indicating which form of ad helps the respondents in buying a high priced items (>Rs.10000) TV Newspaper magazines Internet Radio Hoardings/ Total billboards No. of 100 Respondents 36 28 16 12 4 4 Percentage 36% 28% 16% 12% 4% 4% 100% Graph 4.1.26a depicts Table 4.1.26 Number of respondents 40 35 30 25 20 15 10 5 0 t s TV es s ne io rd pr ne er ad oa a zi t R w sp ag a In illb B N e m s/ ng di o ar H Form of media Interpretation 36% of the respondents rely on television for information while buying a high priced item.(>Rs10000) 53
    • A study on Media as a source of influence on consumer buying decision process 4.1.26 Which form of ad helps the respondents in buying a medium priced items (Rs.1000-10000) Table 4.1.27 indicating which form of ad helps the respondents in buying a medium priced items (Rs.1000-10000) TV Newspapers magazines Internet Radio Hoardings/ Total billboards No. of 100 Respondents 34 28 20 8 5 5 Percentage 34% 28% 20% 8% 5% 5% 100% Graph 4.1.27a depicts Table 4.1.27 umber of respondents 40 35 30 25 20 15 10 5 0 N s es s et io rd TV pr ne rn ad oa a zi te sp a In R illb w ag s/ B e m g N in rd oa H Form of media Interpretation 34% of the respondents rely on television for information while buying a medium priced item.( Rs1000-Rs10000 ). 54
    • A study on Media as a source of influence on consumer buying decision process 4.1.28 Which form of ad helps the respondents in buying a low priced items (<Rs.1000) Table 4.1.28 indicating which form of ad helps the respondents in buying a low priced items (<Rs.1000) TV Newspapers magazines Internet Radio Hoardings/billboards Total No. of 100 Respondents 45 26 21 0 2 6 Percentage 45% 26% 21% 0% 2% 6% 100% Graph 4.1.28a depicts Table 4.1.28 umber of respondents 50 45 40 35 30 25 20 15 10 5 0 N es es t io ds TV pr in ne ad ar a er o sp az In t R illb w ag s/ B e m N ing rd oa H Form of media Interpretation 45% of the respondents rely on television for information while buying a low priced item.(<Rs1000) 55
    • A study on Media as a source of influence on consumer buying decision process 4.2 Analysis for hypothesis 4.2.1 Recall on buying behavior Table 4.2.1a. indicating the number of respondents who notice advertisements before purchasing the product and also the form of advertisement media YES NO Don’t remember Total No. of 44 50 6 100 respondents Percentage 44% 50% 6% 100% Print TV Hoarding Radio Total No. of 36 22 7 2 100 respondents Percentage 36% 22% 7% 2% 100% Interpretation: This table depicts that out of 100 respondents 44 noticed advertisements before purchasing where in most of the advertisements were in the form of Print Media. 56
    • A study on Media as a source of influence on consumer buying decision process Table 4.2.1b. indicating the number of newspapers read regularly by the respondents and the ability to recall any advertisements in the paper. None One Two More than two Total No. of respondents 13 50 26 11 100 Percentage 13% 50% 26% 11% 100% Can recall Cannot recall NA Total No. of respondents 51 45 4 100 Percentage 51% 45% 4% 100% Interpretation: This depicts that 51% of the respondents were able to recall an advertisement in the newspapers. Table 4.2.1c. indicating the impact of advertisements on the respondents. Want to buy a product Do not want to buy Total No. of 100 respondents 68 32 Percentage 68% 32% 100% Eventually bought Eventually did not buy Don’t remember Total No. of 100 respondents 50 32 18 Percentage 50% 32% 18% 100% 68 respondents wanted to buy the product based on the advertisements and out of them 50% eventually bought it. Correlation between them =0.988149 Interpretation: Correlation of 0.988 shows a high level of relationship between desire to buy and actually buying the product. 57
    • A study on Media as a source of influence on consumer buying decision process 4.2.2 Print media as against other form of media 4.2.2a. Table indicating most influential form of media for helping respondents in purchase decisions. Print TV Hoarding Radio Total No. of 45 respondents 36 22 7 2 Percentage 80% 48.9% 15.5% 4.4% 100% Interpretation: This table depicts that 36% of the respondents are influenced mostly by Print media. 4.2.2b Table indicating which form of media helps most in shopping Print TV Radio Internet Others Total No. of 100 respondents 44 33 2 9 14 Percentage 44% 33% 2% 9% 14% 100% Interpretation: This table depicts that 44% of respondents prefer Print media for shopping as against other form of media. 4.2.2c. Table indicating which form of media is preferred for information before purchase. Print Internet TV Radio Others Total No. of 100 respondents 43 9 25 4 19 Percentage 43% 9% 25% 4% 19% 100% Interpretation: This table depicts that 43% of the respondents prefer Print media for information before purchase. 58
    • A study on Media as a source of influence on consumer buying decision process 4.2.2d. Table indicating which form of media compels the respondents to purchase the product. NA TV Print Internet Radio Hoardings Total No. of 100 respondents 26 44 23 1 3 3 Percentage 26% 44% 23% 1% 3% 3% 100% Interpretation: This table depicts that 44% of respondents feel that TV makes them more compelled to purchase a product. 4.2.2e. Table indicating the form of ads that help respondents in buying low priced items (<Rs. 1000) Print TV Internet Radio Hoardings/Billboards Total No. of 47 45 0 2 6 100 respondents Percentage 47% 45% 0% 2% 6% 100% Interpretation: This table depicts that 47% of the respondents, which is the maximum, said that Print advertisements helped them in buying low priced items. 4.2.2f. Table indicating the form of ads that help the respondents in buying medium priced items (Rs. 1000-10000) Print TV Internet Radio Hoardings/Billboards Total No. of 48 34 8 5 5 100 respondents Percentage 48% 34% 8% 5% 5% 100% Interpretation: This table depicts that 48% of the respondents, which is the maximum, indicated that print advertisements help them in buying medium priced items. (Rs.1000-10000) 59
    • A study on Media as a source of influence on consumer buying decision process 4.2.2g. Table indicating the form of ads that help the respondents in buying high priced items (>Rs.10000) Print TV Internet Radio Hoardings/Billboards Total No. of 44 36 12 4 4 100 respondents Percentage 44% 36% 12% 4% 4% 100% Interpretation: This table depicts that 44% of the respondents, which is the maximum, indicated that print advertisements help them in buying high priced items. (>Rs.10000) Compiled Analysis Print TV Radio Other 36 22 2 7 44 33 2 21 43 25 4 28 23 44 3 30 47 45 2 6 48 34 8 10 44 36 4 16 MEAN 40.71429 34.14286 3.571429 16.85714 MEDIAN 44 34 3 16 STDEV 8.712334 8.668498 2.149197 9.805246 CV 21.39871 25.38891 60.17752 58.16672 On compilation of the above data we obtain the following:  On an average Print media got the highest number of responses as compared to the other forms of media.  The coefficient of variation also depicts that Print media has the lowest levels of variation and hence is most preferred. 60
    • A study on Media as a source of influence on consumer buying decision process 4.2.3 Ranking in terms of credibility Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Newspapers 28 40 19 11 2 Magazines 11 33 36 18 2 TV 42 13 36 18 5 Radio 9 7 7 30 45 Internet 9 8 15 23 45 In terms of credibility, maximum number of respondents (42) indicated TV as the most credible source of information. Mean Rank 2.19 2.67 2.3 3.99 3.87 Newspaper Magazines TV Radio Internet [Mean ranking. Scores given as 1 being most credible and 5 being least] But from the mean rank given by the respondents to each form of media Newspapers got the highest, indicating that respondents on an average consider newspapers as the most credible source of information 61
    • A study on Media as a source of influence on consumer buying decision process 4.3 Chi Square 4.3.1 Relation between income per month and form of media preferred for low priced items. 4.3.1 Table indicating the Relation between income per month and form of media preferred for low priced items. Hoardings/ TV Newspapers Magazines Internet Radio billboards Total <20000 18 12 7 0 1 2 40 20000-40000 18 6 12 0 0 1 37 40001-60000 4 4 2 0 0 2 12 >60000 5 4 0 0 1 1 11 Total 45 26 21 0 2 6 100 Percentage 45% 26% 21% 0% 2% 6% 100% H0: Media preference is independent of the Income level for low priced items. H1: Media preference is dependent of the Income level for low priced items. Level of confidence= 95% Chi square value = 14.72 Table value = 25 Hence, we accept H0. Interpretation Media preference is independent of the Income level for low priced items. 62
    • A study on Media as a source of influence on consumer buying decision process 4.3.2 Relation between income per month and form of media preferred for medium priced items. 4.3.2 Table indicating the Relation between income per month and form of media preferred for medium priced items. Hoardings/ TV Newspapers Magazines Internet Radio billboards Total <20000 18 11 7 1 1 2 40 20000-40000 10 11 10 4 0 2 37 40001-60000 2 4 1 2 2 1 12 >60000 4 2 2 1 2 0 11 Total 34 28 20 8 5 5 100 Percentage 34% 28% 20% 8% 5% 5% 100% H0: Media preference is independent of the Income level for medium priced items. H1: Media preference is dependent of the Income level for medium priced items. Level of confidence= 95% Chi square value = 18.74 Table value = 25 Hence, we accept H0. Interpretation Media preference is independent of the Income level for medium priced items. 63
    • A study on Media as a source of influence on consumer buying decision process 4.3.3 Relation between income per month and form of media preferred for high priced items. 4.3.3 Table indicating the Relation between income per month and form of media preferred for high priced items. Hoardings/ TV Newspapers Magazines Internet Radio billboards Total <20000 17 11 5 2 2 3 40 20000-40000 11 9 9 7 0 1 37 40001-60000 4 4 1 2 1 0 12 >60000 4 4 1 1 1 0 11 Total 36 28 16 12 4 4 100 Percentage 36% 28% 16% 12% 4% 4% 100% H0: Media preference is independent of the Income level for high priced items. H1: Media preference is dependent of the Income level for high priced items. Level of confidence= 95% Chi square value = 12.72 Table value = 25 Hence, we accept H0. Interpretation Media preference is independent of the Income level for high priced items. 64
    • A study on Media as a source of influence on consumer buying decision process 4.3.4 Relation between age of respondents and what catches attention most in a print advertisements 4.3.4 Table indicating relation between age of respondents and what catches attention most in a print advertisements color punch Total pattern line logo Price other <20 3 6 2 3 0 14 20-35 9 16 4 20 3 57 36-50 6 5 0 7 0 18 >50 3 4 1 2 1 11 Total 21 31 7 32 4 100 Percentage 21% 31% 7% 32% 4% 100% H0: What catches attention is independent of age of respondents. H1: What catches attention is dependent of age of respondents. Level of confidence= 95% Chi square value= 10.53 Table Value= 21 Hence, we accept H0 Interpretation What catches attention is independent of age of respondents. 65
    • A study on Media as a source of influence on consumer buying decision process 4.3.5 Relation between age of respondents and where they look for information. 4.3.5 Table indicating relation between age of respondents and where they look for information. TV Newspapers Magazines Internet Radio none Total <20 7 5 0 0 1 1 14 20-35 15 18 5 5 1 13 57 36-50 1 8 1 4 0 4 18 >50 2 5 1 0 2 1 11 Total 25 36 7 9 4 19 100 Percentage 25% 36% 7% 9% 4% 19% 100% H0: Where they look for information is independent of age of respondents. H1: Where they look for information is dependent of age of respondents. Level of confidence= 95% Chi square value= 23.97 Table Value= 25 Hence, we accept H0 Interpretation Where they look for information is independent of age of respondents 66
    • A study on Media as a source of influence on consumer buying decision process Chapter 5 FINDINGS OF THE STUDY 67
    • A study on Media as a source of influence on consumer buying decision process Findings 1. 49% of the respondents shop whenever the need arises. 2. 49% of the respondents did not notice any ads of the product they last purchased 3. Out of the 45 respondents who noticed ads 22 noticed ads in Newspapers and 22 on TV. 4. 44% of the respondents think that advertisements are for influencing the customers. 5. 36% of the people look for information in newspapers. 6. 48% of the respondents moderately agree that advertisements help in deciding about the brand 7. 44% of the respondents think that newspapers help them most in shopping. 8. Respondents find newspapers most credible 9. 39% of the respondents watch television for less than an hour. 10. 53% of the respondents said that their behavior during the advertisement depends on the advertisement being telecasted. 11. 27% of the respondents watch movie channels most often. 12. 36% of the people watch television in the evening. 13. 29% of the respondents feel that colas are advertised for most frequently. 14. 50% of the respondents read one newspaper. 15. 51% of the people recall the advertisement they saw in the newspaper. 16. 47% of the respondents do not read classifieds. 17. 54% of the respondents did not receive direct mail. 18. Out of the 46% of respondents who receive direct mail 22 %only read the first two lines while 20% of them throw it even without opening. 68
    • A study on Media as a source of influence on consumer buying decision process 19. 54% of the respondents perceive direct mail as a disturbance. 20. 31% of the respondents feel that the punch line catches their attention in print advertisement. 21. 30% of the respondents feel that the front and back outer cover advertisements catch their eye while reading a magazine. 22. 50% of the respondents perceive internet advertisement as a disturbance. 23. 68% of the respondents ever felt like buying a product based on advertisement. 24. 45% of the respondents felt like buying a product after watching its advertisement on television. 25. 50% of the respondents eventually buy the product that they felt like buying based on its advertisement. 26. 36% of the respondents rely on television for information while buying a high priced item.(>Rs10000) 27. 34% of the respondents rely on television for information while buying a medium priced item.( Rs1000-Rs10000 ). 28. 45% of the respondents rely on television for information while buying a low priced item.(<Rs1000) 29. out of 100 respondents 44 noticed advertisements before purchasing where in most of the advertisements were in the form of Print Media. 30. 51% of the respondents were able to recall an advertisement in the newspapers. 31. 68 respondents wanted to buy the product based on the advertisements and out of them 50% eventually bought it and the Correlation between them =0.988149. 69
    • A study on Media as a source of influence on consumer buying decision process 32. 36% of the respondents are influenced mostly by Print media. 33. 44% of respondents prefer Print media for shopping as against other form of media. 34. 43% of the respondents prefer Print media for information before purchase. 35. 44% of respondents feel that TV makes them more compelled to purchase a product. 36. 47% of the respondents, which is the maximum, said that Print advertisements helped them in buying low priced items. 37. 48% of the respondents, which is the maximum, indicated that print advertisements help them in buying medium priced items. (Rs.1000-10000) 38. 44% of the respondents, which is the maximum, indicated that print advertisements help them in buying high priced items. (>Rs.10000). 39. In terms of credibility, maximum number of respondents indicated TV as the most credible source of information. But from the mean rank given by the respondents to each form of media Newspapers got the highest, indicating that respondents on an average consider newspapers as the most credible source of information. 40. Media preference is independent of the Income level for low priced items. 41. Media preference is independent of the Income level for medium priced items. 42. Media preference is independent of the Income level for medium priced items. 43. What catches the attention of the respondents is independent of age of respondents. 44. Where the respondents look for information is independent of age of respondents 70
    • A study on Media as a source of influence on consumer buying decision process Chapter 6 SUGGESTIONS 71
    • A study on Media as a source of influence on consumer buying decision process SUGGESTIONS 1 When television media is used there should be proper media planning which implies that the advertisements should go well with the program during which they are being telecasted. 2 Advertisers should always furnish valuable information about the products. 3 The product /service quality should match the advertisements. 4 Customers look for services than product information on the internet. 5 While goods are marketed on internet more promotional tools like discounts, freebies and differential pricing should be used. 6 Combination of conventional channels physical and internet is acceptable as customers face uncertainty with respect to quality, delivery, legal considerations/payments. 72
    • A study on Media as a source of influence on consumer buying decision process Chapter 7 CONCLUSION 73
    • A study on Media as a source of influence on consumer buying decision process 7. Conclusion Advertisement media plays a very important role in influencing consumer buying decision process. This study was conducted for the purpose of finding out which form of advertisement has the most impact on consumers buying behavior. From the analysis of the primary data we were able to conclude the following:  Print advertising has more influence on consumer buying decision over other forms of media Print advertisements were found to be the most credible source of information as perceived by the respondents. Most of the respondents indicated that the pictures in advertisements catch their attention first. Also most of the respondents indicated that the part of magazine that catches their eye most is the front inner and the back outer (30% each).  Recall of advertisements has a positive relationship with consumer buying behaviour Recall of advertisements showed a high degree of positive correlation with the eventual purchase of the product. Also there was high degree of correlation between the number of people who felt like buying a product while watching an advertisement and those who eventually bought the product. 74
    • A study on Media as a source of influence on consumer buying decision process QUESTIONNAIRE Dear Sir/Madam. I am a student of M.P.Birla Institute of Management undertaking a study on Media as a source of influence on consumer buying decision process. We assure you that all information provided will be kept confidential and used for academic purposes only. Thank You Please Tick the appropriate Box I.) How often do you shop? [ ] Once a week [ ] Daily [ ] On e a month [ ] whenever the need arises 2.) What was the Last product that you purchased? …………………………………………. 3.) Did you notice advertisements of that product before purchasing? Yes [ ] No [ ] don’t remember [ ] 4.) If yes where (You can tick more than one option if necessary) [ ] News papers [ ] Magazines [ ] Television [ ] Hoardings/ Billboards [ ] Radio 5.) An advertisement is for [ ] Influencing the customers [ ] Providing Information about the product [ ] Increasing the sales of the product [ ] Introducing new products 75
    • A study on Media as a source of influence on consumer buying decision process 6.) Where do you look for information before going for a purchase? [ ] News paper [ ] Magazines [ ] Internet [ ] Television [ ] Radio [ ] None of the above 7.) An advertisement helps my decision in choosing the brand [ ] Strongly Agree [ ] Moderately Agree [ ] Neither Agree nor Disagree [ ] Moderately Disagree [ ] Strongly Disagree 8.) From the following which helps you most in shopping [ ] Newspapers! Magazines [ ] Television [ ] Radio [ ] Internet [ ] Any other 9.) Rank the following media in terms of credibility with respect to advertisements (1 being most preferred and 5 being least preferred) [ ] Newspapers [ ] Magazines [ ] Television [ ] Radio [ ] Internet 10.) You watch TV daily for [ ] < 1 hour [ ] >3 hours [ ] 1-3 hours [ ] Don't watch TV I I.) What do you usually do during the time of advertisements in TV? [ ] Switch channels [ ] Watch them [ ] Depends on the advertisements [ ] Any other, please specify 76
    • A study on Media as a source of influence on consumer buying decision process 12.) What type of channels do you most often watch in TV? [ ] Sports Channels [ ] News Channels [ ] Movie Channels [ ] Music Channels [ ] Documentary Channels [ ] Devotional Channels 13.) When do you usually watch TV? [ ] Morning [ ] Evening [ ] Before going to sleep [ ] whenever I feel like it 14.) Which of the following do you think is most frequently advertised in TV? [ ] Colas [ ] Soaps, Toothpastes etc [ ] Mobile service providers [ ] Electronic goods [ ] Automobiles [ ] Any other (Please specify) 15.) How many news papers do you read regularly? [ ] One [ ] Two [ ] More than Two [ ] None 16.) Which Newspaper did you read today? …………………………………………. 17.) Can you name anyone product and its brand advertised in the paper? [ ] Yes [ ] No If yes, please specify ……………………………….. 77
    • A study on Media as a source of influence on consumer buying decision process 18.) Do you read the classifieds part of your newspaper? [ ] Yes [ ] No [ ] Only when I am planning to buy something 19.) Do you receive Direct mail advertisements? [ ] Yes [ ] No 20.) If yes, what do you do with them? [ ] Read them [ ] Read the first few lines and then throw them away [ ] Directly throw them in the trash can without even opening 21.) What do you think of direct mail advertisements? [ ] A disturbance [ ] A reliable source of information [ ] A helpful source of information 22.) What catches your attention most in a print advertisement? [ ] Colour pattern [ ] Punch line [ ] Product logo [ ] Pictures [ ] Others (Please specify) ------------------ 78
    • A study on Media as a source of influence on consumer buying decision process 23.) In a magazine, advertisements in which part do you think catches your eye most? [ ] Front Inner [ ] Back Outer [ ] Back Inner [ ] Inside pages 24.) What do you think about Internet advertisements? [ ] A disturbance [ ] An I innovative form of advertisements [ ] A helpful source of information 25.) Did you ever feel like buying a product while seeing/listening to an advertisement? [ ] Yes [ ] No 26.) If yes. Which form advertisement was it? [ ] Television [ ] Magazines [ ] Radio [ ] Newspapers [ ] Internet [ ] Hoardings/ Billboards 27.) Did you eventually buy the product? [ ] Yes [ ] No 79
    • A study on Media as a source of influence on consumer buying decision process 28.) When you buy a big priced item (>10000), which fonn of advertisements helps you decide? [ ] Television [ ] Newspapers [ ] Magazines [ ] Internet [ ] Radio [ ] Hoardings! Billboards 29.) When you buy a medium priced item (1000 - 10000), which form of Advertisements help you decide? [ ] Television [ ] Magazines [ ] Radio [ ] Newspapers [ ] Internet [ ] Hoardings/ Billboards 30.) When you buy a low priced item «1000), which form of advertisements helps you decide? [ ] Television [ ] Magazines [ ] Radio [ ] Newspapers [ ] Internet [ ] Hoardings/ Billboards 80
    • A study on Media as a source of influence on consumer buying decision process RESPONDENT PROFILES I.) Age: [ ] <20 [ ] 20 - 35 [ ] 35 – 50 [ ] >50 2.) What is Your Monthly Family Income? [ ] <20000 [ ] 20000 - 400000 [ ] 40000-60000 [ ] >60000 3.) What is your occupation? [ ] Own Business [ ] service [ ] Student [ ] Technical [ ] Unemployed [ ] Others 81
    • A study on Media as a source of influence on consumer buying decision process BIBLIOGRAPHY  Websites o Google.com o Wikipeadia.com  Journals  COOPER, D & SCHINLER, P, “Business research methods” Tata Mc Graw-Hill  Ray, M & Sharma’s – “Mathematical Statistics” 82