The document analyzes the impact of advertising on consumers' buying decisions for non-durable goods such as soap, shampoo, cosmetics, and instant noodles. It outlines the study's objectives, key research questions, and a detailed checklist of variables including exposure, attention, comprehension, and action regarding consumer behavior in response to advertising. The study employs various forms of media as a framework to assess consumer preferences and influences.

1. Advertising impact on Non-durable goods: A case
study on soap, shampoo, cosmetic goods and instant
noodles
Enumerators:
1. Gautam Maharjan -08/009
2. Sajeeb Kumar Shrestha -12/009
3. Lal Prasad Aryal – 21/009

2. Advertising impact on Non-durable goods
Information
Need
Variables Contents of
Individual
Questions
Develop the
Response
Format
Exposure Media access
-T.V.
-F.M./Radio
- Newspaper
- Which media do
you use on regular
basis?
-Which program do
you watch/listen/
read mostly?
Check List
Attention Avoidance of
advertisement
Do you continue to
watch TV during
the commercial
break?
Yes/No
Comprehension Understanding the
message
What do you
usually do?
Multiple choice
questions
Action Purchase To what extent you
were influenced by
advertisement?
Open ended

3. Advertising impact on Non-durable goods
A. Objectives of the study:
i. To examine the impact of media on consumer’s
buying decisions for the sake of non-durable
goods.
ii. To examine the strength & the degree of highly
influenced media for the sake of non-durable
goods.
B. Research Questions:
i. Whether the buying decision are influenced only
by advertisement?
ii. Which media mostly consumer likely to prefer for
buying his/her non-durable goods?

4. C. Information Need:
Information are needed on the following
dimensions:
• Exposure: How many times people are exposed
to media.
ii. Attention: Does the respondent give attention to
ad or not?
iii. Comprehension: Does the respondent
understand the message?
iv. Action: Does the respondent understand the
message?

5. D. Variable of the study:
i. Exposure:
- Media: T.V., F.M./Radio, Newspaper.
ii. Attention:
- To see advertisement or not?
- Time of watching/listen the advertisement.
• Comprehension:
- Understand the message of the advertisement.
- Advertisement explanation behaviour.
iv. Action:
- Purchase of the goods influenced by T.V.
- Purchase of the goods influenced by F.M./Radio.
- Purchase of the goods influenced by Newspaper.
• Portion of expenditure with respect to income (without ad.).
• Portion of expenditure with respect to advertisement.

6. E. Content of individual question:
1. For Exposure:
i. Are you interested to watching T.V.?
Yes  No 
ii. If yes, Which program do you watching regularly?
- Entertainment 
- Documentary 
- Sports 
- Serial 
- Others 
iii. Are you interested to listening F.M./Radio?
Yes  No 
iv. If yes, Which program do you listening regularly?
- Entertainment 
- News 
- Drama 
- Knowledge building program (i.e., science and technology) 
- Others 
iii. Are you interested to reading Newspaper?
Yes  No 

7. 2. Attention related Questions:
i. While watching the favourable program, do you continue your channel
whenever advertisement occurs?
Yes  No 
ii. Do you listen the advertisement while listening F.M./Radio?
Yes  No 
ii. Do you read the advertisement while reading Newspaper?
Yes  No 

8. 3. Comprehension related questions:
i. What type of advertisement presentation make you interesting?
- Humour, jokes and cartoon 
- Popular artist endorsed in ad 
- Comparison of the product 
- your product is hero 
- Others 
ii. Do you really understand the matter shown in the advertisement?
Yes  No 
ii. What are the schemes given in the product by advertising?
- ……………………………………………………………
………………………………………………………….

10. 4. Action related questions:
Please evaluate yourself on the scale of 0-100 (Lower score corresponds to lower level of
effects) on each of item below:
4.1 Segregate the effect on purchase on the basis of percentage for the
following:
4.2 Which media do you prefer accordingly?
Item Score
Q4.1.1a Effect of advertisement
Q4.1.2b Effect of family discussion
Q4.1.3c Effect of Reference by friends and others
Q4.1.4d Self discretion
Total 100%
Item Score
Q4.2.1a Effect of T.V.
Q4.2.2b Effect of F.M./Radio
Q4.2.3c Effect of Newspaper
Q4.2.4d Others
Total 100%