A Research on Impact of Television Commercial on the Youth upon purchasing behaviour in Ahmadabad

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A Research on Impact of
Television Commercial on the
Youth upon purchasing
behaviour in Ahmadabad
Under the Guidance of Prof. Kalika Bansal
Submitted By:
Hardik J. Shah
Roll no: 80
Div: B
PGDM Semester 2
Somlalit Collage of Management Studies
Page | 1
A Research on Impact of
Television Commercial on the
Youth upon purchasing
behaviour in Ahmadabad
Under the Guidance of Prof. Kalika Bansal
Submitted By:
Hardik J. Shah
Roll no: 80
Div: B
PGDM Semester 2
Somlalit Collage of Management Studies
Page | 1
A Research on Impact of
Television Commercial on the
Youth upon purchasing
behaviour in Ahmadabad
Under the Guidance of Prof. Kalika Bansal
Submitted By:
Hardik J. Shah
Roll no: 80
Div: B
PGDM Semester 2
Somlalit Collage of Management Studies

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Preface
The project is all about the study on the consumer behaviour and impact of television
commercials on their mind for the youth of Ahmadabad. As I perusing in the Post Graduate
Diploma In Management program which based on the practical study so the project is help
full to understand at what level the Television Commercial Influence the purchasing decision
of youth.
In this project I was done a research study on the youth by using of the questioner and
which is helpful me to understand how they actually acts while making the purchasing
decision.
From this project I will also understand at what level of television commercials that I or my
firm has to use for attracting more customers.

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Acknowledgement
First of all we would like to thank the supreme power, the almighty God, who is the one
who has always guided me to work on the right path of my life. We would like to thank to
Prof. Kalika Bansal our faculty guides and mentors, Somlalit Collage of management
studies, Ahmadabad, who have sincerely supported us throughout with their valuable
insights leading to completion of project. We are highly thankful and appreciate the
precious time that was devoted to us by our mentors.
I would also like to express my sincere gratitude towards all those respondents who helped
us by sparing their invaluable time for collection of primary data and also thankful to
Google.com which provides me a great platform for making questioner and also for provide
analytical tools.

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Index
Sr. No. Particulars Pg. No.
1 Introduction of topic 5
2 Literature Search 6-8
3 Research Methodology 9-10
4 Analysis 11-13
5 Conclusion & Findings 14
6 Bibliography 15
7 Appendix 16

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Introduction of Topic
In marketing the marketers always try to reach maximum customer for getting their
attraction and so that it will be always reliably done with the help of the advertisement so
that the advertisement industry is going to grow with the globalised world. The marketer
always try to use the feasible, reliable and exposure based mediums for the getting the
attraction of customer. According to the marketing concept customer follow the purchasing
funnel that will be start with the awareness so for making to aware their customer about
their product they go to advertise and using the promotional tool for the product.
Approximately half of all Indian households own a television. So that it is a use for and
effective medium for the reach to the customer.
There are six DTH players with 54.52 million DTH users in India with the present prediction;
it is likely to overtake the US in terms of the largest DTH market in the world. As of 2012, the
country has a collection of free and subscription services over a variety of distribution
media, through which there are over 823 channels of which 184 are pay channels. Total
television viewership of 415 million is amongst the world’s highest with nearly 15-16
Television companies beaming programmers to India. The major players being Doordarshan,
STAR TV (Satellite Television Asia Network), Zee Television, United Television, CNN, Sony
Television, ATN (Asia Television Network), BBC World, SUN TV, Discovery Channel, TNT and
Others. (Entertainment industry in India, 2013)
The Indian media and entertainment (M&E) industry grew from Rs 728 billion (US$ 11.74
billion) in 2011 to Rs 820 billion (US$ 13.22 billion) in 2012, a growth of 12.6 per cent. Total
advertising expenditure (AdEx) across the media sector stood at Rs 327.4 billion (US$ 5.28
billion) in 2012, while advertising revenues grew by 9 per cent. (Advertising and Marketing
Industry in India, November 2013)
Another main reason for growing this industry is also can be the competitive world and this
is also due to having the adopting the concept of globalisation. The television commercial
industry before adopting the globalisation policy which is lead the technology and culture
and free market trade exchanges resulted into the cheaper television sets and the DTH
operators which is ultimately lead to the more customer getting through the television.

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Literature Search
1. Indian ad market to grow by 7.8 per cent in 2013: Magna Global
(afaqs! news bureau, June 14, 2013)
Summary of Article:
This article basically talks about the growth of the television media. The author talks
about the advertising industry according to them print media and television media
marketing jointly holds the two third share of the total revenue of the industry in 2013.
For supporting their argument they said that the television media industry grown by
6.6% in 2013 at contribute the 41% of total market share in the end of 2013.
Magna Global predicts the global advertising market to grow by 3.0 per cent this year,
to $486 billion, thus slowing down from 2012 (by 3.9 per cent), and then accelerate by
6.1 per cent in 2014, to $515 billion. Digital media will continue its double-digit growth
in 2013, as ad revenues will increase 13.4 per cent to $113.6 billion.
2. Study Shows TV’s Impact on Consumer Purchasing Behaviour
(Lafayette)
Summary of Article:
The article talks about the impact of television commercials on the mind of customer
and their awareness about the product. The author talks about the study on the
consumer buying behaviour according to authors claims Media had an impact on 80% of
the awareness phase of the funnel and declined to 53% at the transaction phase.
Advertising media has two consistently strong contributors in most categories and
purchase funnel phases are television and the Internet. So that the television having the
great impact on the mind of consumer for buying the product.
Moreover, when asked what media boosted awareness, 43% of those questioned said
television. Television was named by 40% for increasing interest and 35% for increasing
purchase consideration. Television made 33% wants to purchase, 32% visit a Web site
or store and 26% ultimately make a purchase.

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3. Consumer Response to Television Commercials
(Park & Young, Feb1986, Vol. 23 Issue 1, p11-24. 14p. 3 Charts.)
Summary of Article:
According to author past research has examined the effect of level of involvement (high
vs. low) on subjects reactions to brands. The authors suggest that high involvement can
be differentiated into two types. By manipulating involvement level and type (low
involvement, cognitive involvement, affective involvement), they show that the three
different forms of involvement have different effects on how brand attitudes are
formed. They also examine how music, as a peripheral persuasion cue, affects the
process of brand attitude formation. The results indicate that the effect of music or
jingles on brand attitude depends on the type and level of involvement. Music or jingles
had an effect on brand attitude for subjects in the law involvement condition and a
distract effect for those in the cognitive involvement condition; its effect for those in
the affective involvement condition was not clear. So that the while you designing the
television advertise the jingle or the music that was putted by the maker having the
greater impact on the persons mind
4. Small e-commerce companies spending big on TV ads
(Shambhavi Anand, Dec 26, 2013, 07.26 PM IST)
Summary of Article:
In this article the tendency of e-commerce companies were using the more television
advertising. Recently, Fabfurnish, an online furniture retailer, which is less than two
years old, will kick-start its first television campaign in January. Another company like
German e-commerce incubatorcum-investor Rocket Internet, the company has put in
half-a-million Euros into this campaign. Apart from that GreenDust, an online portal
selling branded factory seconds products (electronics) that are repaired and refurbished
and come with a warranty, spends heavily on advertising in the mass media, including
radio and TV which showing the signification of the advertisement on television. They
basically try to aware about their products via the medium of the television.
it is not just because of the customer reach but according to me the all companies were
mostly targeting the customers who are less than 35-37 years.

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5. Effect of Advertising on Consumer Buying Behaviour
(Das, 31 JANUARY 2011)
Summary of Article:
In this article the writer says that there is many other factor which influences consumer
for buying the product other than the television advertisement. She tells that the other
factors like need of product, affordability, brand image and loyalty, peer group can be
also the factor apart from the television advertisement. But at the last she accept that it
can aware customer about the product.
6. Effect of Consumers Mood on Advertising Effectiveness
(Robert Heath; Ademola B. Owolabi)
Summary of Article:
The article mainly talks about the philologer who done a test on the people to
understand how their mood and attitudes affect their perception while watching the
brand advertisement and they found the creative and interesting advertisement will be
affect the consumers mind and also helpful for making of the purchasing decision of the
consumers. Moreover their study says that if you are able to create a television
commercial with the music and jingles that will another major thing which will be come
across the mind of consumer while him / her making the purchase or see the product.

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Research Methodology
 Objectives Of Study
The objective of the study is to understand whether customer was influenced by the
television commercial or not and if they influenced by the television commercial than at
how and which level they affected.
More broadly said it will also try to convey the marketer message and is they really
perceived that message at what they try to convey.
 Types Of Research
Data collection method:
Primary data collection & secondary data collection
 Research Design
1) SURVEY METHOD
 Customers’ Opinion Survey:
For the purpose of analysis a customers’ opinion survey was conducted with a sample
size of 75. The survey has been conducted through online questionnaires.
 SAMPLING DESIGN
Probability design:
A probability sampling is one in which every unit in the population has a chance of being
selected in the sample, and this probability can be accurately determined. The
combination of these traits makes it possible to produce unbiased estimates of
population totals, by weighting sampled units according to their probability of selection.

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Secondary data collection:
Secondary data is data collected by explanatory research i.e. by the past articles which
was published and some books, journal and magazines published articles or the
researcher who did the same project before.
 Research Process:
Step 1: Problem Definition
Step 2: Development of an Approach to the Problem
Step 3: Research Design Formulation
Step 4: Field Work or Data Collection
Step 5: Data Preparation and Analysis
Step 6: Report Preparation and Presentation

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Analysis
 The analysis of the study is it is advisable to do the television advertisement because of
the 57% of total respondent was actually viewed the advertisement on the daily basis
while they watching the television
 Supporting Data:
Question: Do u watch advertisement or skip the channel?
No of Respondent Percentage
Yes, I watched it 43 57%
No, I skip to next channel 32 43%
 The television commercials also help them to enhance their knowledge of the product
and they can be getting primary information from the television so for supporting this
argument in my research 48 (64%) respondent are agree on that.
 Supporting Data:
Question: Do you feel that exposure to TV advertisement has enhanced your
involvement in purchasing?
No of Respondent Percentage
Yes 48 64%
No 27 36% 27 36%
 Moreover the most of respondent believes that the television advertisements help
them to find the best product and 60% (45) of total responses agreed on that point.
 Supporting Data:
Question: Does TV advertisement help you to find the best products?
No of Respondent Percentage
Yes, It is 45 60%
No 30 40%

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 But while making the purchasing decision influence the most of respondent purchasing
decision was influenced by their family member’s decision so that we can said that the
while making the advertisement you have to also tend toward appealing more with the
older member of family. Means talking about the decision making them generally
depends upon the family decision.
 Supporting Data:
Question: Who among the following most influences your purchases decision?
No of Respondent Percentage
Family 31 41%
Friends 21 28%
Internet 14 19%
Television 7 9%
News Paper 1 1%
Other 1 1%
 Another major thing that I had noticed while studied this topic that 49 %( 37) of
respondent who actually accept that the television is increasing of their purchasing
frequency of product.
 Supporting Data:
Question: Does TV advertisement increase the frequency of your purchase?
No of Respondent Percentage
Yes 37 49%
No 38 51%
 Same with the behaviour regarding purchasing the product the 24% (18) respondent
are purchase the product which are shown in the television commercials and rest of
them will go on the rational basis. We can be said that the respondent who doesn’t
purchase product in television that means that they don’t have the trust what actually
showed in the television.
 Supporting Data:
Question: I mostly purchase products shown in TV advertisement
No of Respondent Percentage
True 18 24%
False 57 76%

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 Many of them respondent are agreed upon that the purchases cannot be influenced by
television commercials. That means that they purchase the product which was need by
them and which is most required because 42 (56%) respondent was not agreed upon
that. Mean that they don’t feel that the demand for purchase of the product is
influenced by television advertisement.
 Supporting Data:
Question: I feel my demand for products purchase is influenced by TV advertisement
No of Respondent Percentage
True 33 44%
FALSE 42 56%
 Same carried away with the product quality which was shown in the television there are
59% (44) respondents accept that the product shown actually on the television are does
not match with their expectation which can be main or a factor which stops or to
interrupt their purchasing via the medium of the television.
 Supporting Data:
Question: Do you believe that the product shown in advertisement matches your
expectations?
No of Respondent Percentage
Yes 31 41%
No 44 59%

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Conclusion & Findings
 The television commercials are plays a vital role in the making of purchase decision
because television helps to potential consumer in the stage of the awareness and it can
be helpful to create a bridge between brands and their minds. It can attract the
consumer but not sale the product
 Consumer is get information from various sources about the product so that a marketer
should have also focuses on the other sources of information. Because there is two type
of perception i.e. positive and negative and customer can also go through the other
sources.
 Advertisement maker should have to take care about the ethics because from the
above study most of the customers are not ready to accept quality shown in the
advertisement.

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Bibliography
Bibliography
Ademola B. Owolabi, P. (n.d.). Effect of Consumers Mood on Advertising Effectiveness . Europe’s
Journal of Psychology 4/2009, pp. 118-127 .
Advertising and Marketing Industry in India. (November 2013). Retrieved from IBEF:
http://www.ibef.org/industry/consumer-markets/advertising-marketing-india.aspx
afaqs! news bureau, a. M. (June 14, 2013). Television and print will contribute over two-thirds of all
ad revenues generated in India in 2013. Retrieved from Indian ad market to grow by 7.8 per cent in
2013: Magna Global: http://www.afaqs.com/news/story/37785_Indian-ad-market-to-grow-by-7.8-
per-cent-in-2013:-Magna-Global
Das, J. (31 JANUARY 2011). IdeasMakeMarket.com. Retrieved from Effect of Advertising on
Consumer Buying Behavior: http://www.ideasmakemarket.com/2011/01/effect-of-advertising-on-
consumer.html
Entertainment industry in India. (2013, October 7). Retrieved from Wikipedia:
http://en.wikipedia.org/wiki/Entertainment_industry_in_India
KAMATH, V. (October 22, 2012 23:38 IST ). India through its advertising. Retrieved from The Hindu:
http://www.thehindu.com/books/india-through-its-advertising/article4023404.ece
Kantrowitz., A. (October 14, 2013). Baby Steps Start After Years of Resisting Change. Retrieved from
$70 Billion TV Ad Market Eases Into Digital Direction: http://adage.com/article/media/70-billion-tv-
ad-market-eases-digital-direction/244699/
Lafayette, J. (n.d.). Study Shows TV’s Impact on Consumer Purchasing Behavior. Retrieved from TV
Weeks: http://www.tvweek.com/news/2009/04/study_shows_tvs_impact_on_cons.php
Park, C. W., & Young, S. M. ( Feb1986, Vol. 23 Issue 1, p11-24. 14p. 3 Charts.). Consumer Response to
Television Commercials: The Impact of Involvement and Background Music on Brand Attitude
Formation. Retrieved from Consumer Response to Television Commercials:
http://web.a.ebscohost.com/abstract?direct=true&profile=ehost&scope=site&authtype=crawler&jr
nl=00222437&AN=5005218&h=9Lv2ZcgQbHU6zhFotEWvEcj3LERnmUrUJ17SU8yLhQZkJSslf0HuKSG
MgHYXR9ZMf72ue%2fXUbiW7CmdZtNcbxw%3d%3d&crl=c
Robert Heath, S. o. (n.d.). The Secret of Television’s Success: After Fifty Years. Retrieved from
Advertising as a Reinforcement: http://www.thinktv.co.nz/insights/articles/the-secret-of-televisions-
success-emotional-content-or-rational-information-after-fifty-years-the-debate-continues/
Shambhavi Anand, E. B. (Dec 26, 2013, 07.26 PM IST). Small e-commerce companies spending big on
TV ads. Retrieved from Small e-commerce companies spending big on TV ads:
http://timesofindia.indiatimes.com/tech/tech-news/internet/Small-e-commerce-companies-
spending-big-on-TV-ads/articleshow/27980180.cms

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Appendix
1. Copy of Questioner - a Printed Copy of Form (Online Google Form)
2. Summary and Analysis of the data (Primary Information)