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DEPAR
PONDICHER
A Study of Ethics
U
Depart
A Study of Ethics in advertising accordi
MENT OF MANAGEMENT STUDIES
Y UNIVERSITY, PONDICHERRY 60
A REPORT ON
in advertising according to
perspective
DER THE GUIDANCE OF
Dr. K. Lavanyalatha
SUBMITTED BY
Amrit Ranjan(12397006)
Deependra Kumar(12397017)
itendra Kumar Parida (12397036)
Kundan Kumar (12397041)
Ritesh Kumar Mandal(12397079)
ent of Management Studies
ng to consumer perspective
1
014
onsumers
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2
Index
Sr. No. Content
1 Abstract
2 Introduction
Review of Literature3 Statement of the Problem
Objectives4
Sources of Error
5 Questionnaire sample
6 Data analysis and interpretation
7 Consumers Response
8Graphical Representation
9Response Analysis
Statistical Tool
10 Conclusion
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Abstract
Advertising helps to make the product appealing to a person's basic motives,
and influences their behavior and attitude towards the product. Advertising
should be designed to conform to the laws of the country and should not offend
against morality, decency and religious susceptibilities of the people. Such type
of advertisements is termed as ethical advertisements which contributes to a
good corporate reputation, heighten morale and, thus, increases the business for
the advertised product. Although, the types of media for advertisement are
endless ranging from banner and balloons to online and mobile advertising print
and electronic media are the most popular and has high reach ability. Many
times it happens that whatever the companies try to communicate to the public
through advertisement is not possible in real world or they are far away from the
reality. As an example the impossible activities done by a person after taking acold drinks, which is shown in television ads. Hence, the present study has
focused on the ethical values followed in the advertisements presented in these
two media. The study has been conducted with primary data comprising of 110
sample respondents who are the readers/viewers of advertisements in print and
electronic media. Thus, it can be concluded from the study that the ethics in
advertisements improves the quality of the advertisements and enhance the
brand image for the advertised product.
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Introduction
The importance of advertising is "steadily on the increase in modern society."
The field of advertising is extremely broad and diverse. In general terms, ofcourse, an advertisement is simply a public notice meant to convey information
and invite patronage or some other response. As that suggests, advertising has
two basic purposes: to inform and to persuade, and - while these purposes are
distinguishable - both very often are simultaneously present. Advertising is not
the same as marketing (the complex of commercial functions involved in
transferring goods from producers and consumers) or public relations (thesystematic effort to create a favourable public impression or image of some
person, group, or entity). In many cases, though, it is a technique or instrument
employed by one or both of these. Advertising can be very simple - a local,
even? Neighbourhood, ' phenomenon - or it can be very complex, involving
sophisticated research and multimedia campaigns that span the globe. It differs
according to its intended audience, so that, for example, advertising aimed at
children raises some technical and moral issues significantly different from
those raised by advertising aimed at competent adults. Not only are many
different media and techniques employed in advertising; advertising itself is of
several different kinds: commercial advertising for products and services; public
service advertising on behalf of various institutions, programs, and causes; and -
a phenomenon of growing importance today - political advertising in the
interests of parties and candidates. Making allowance for the differences among
the different kinds and methods of advertising, we intend what follows to be
applicable to them all.
We disagree with the assertion that advertising simply mirrors the attitudes and
values of the surrounding culture. No doubt advertising, like the media of social
communications in general, does act as a mirror. But, also like media in general,
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it is a mirror that helps shape the reality it reflects, and sometimes it presents a
distorted image of reality. Advertisers are selective about the values and
attitudes to be fostered and encouraged, promoting some while ignoring others.
This selectivity gives the lie to the notion that advertising does no more than
reflect the surrounding culture. For example, the absence from advertising of
certain racial and ethnic groups in some multi-racial or multi-ethnic societies
can help to create problems of image and identity, especially among those
neglected, and the almost inevitable impression in commercial advertising that
an abundance of possessions leads to happiness and fulfilment can be both
misleading and frustrating. Advertising also has an indirect but powerful impact
on society through its influence on media. Many publications and broadcasting
operations depend on advertising revenue for survival. This often is true of
religious media as well as commercial media. For their part, advertisers
naturally seek to reach audiences; and the media, striving to deliver audiences to
advertisers, must shape their content so to attract audiences of the size and
demographic composition sought. This economic dependency of media and thepower it confers upon advertisers carries with it serious responsibilities for both.
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Review of Literature
T Nageshwara Rao.S.B. (1987) in his study on The code of ethics in
advertising, suggested that the advertising should make the life of the
consumer easier, more comfortable and pleasant. Thus, he emphasizes on ethics
and honesty in advertising. Samudhra Raja Kumar. C. et al (2000) has
conducted a study on consumers attitude towards advertisements and
concluded that the advertisers must concentrate more on the information and
social aspects in any advertising and must avoid advertising for harmful
products and exploitation of women. The government should also play a key
role in framing regulations regarding advertisements relating to exploitation of
women. Similarly, Anandsen Gupta (2002) in his research on Ethics in
advertising stated that the success of advertising depends on public confidence
and no practice should be permitted to resort to immorality and indecency.
Advertisers should fulfill their obligations towards the society.
To further validate his findings Subhash Chanter and Rishi Raj (2003) found
that unethical advertisements irrespective of the positive perceptions, unethical
advertisements create a negative impact on the society. Also, majority of the
people perceive the phenomena of unethical advertising as negative for the
advertised product. Madhusudhan.N.Pandya (2005) has concluded in his study
on Advertising that ethical advertising is mostly influenced by values,
opinions and judgments.
Thus, the review on these past studies has revealed the importance of ethical
codes of conduct in advertising which dictates the success of any advertisement.
Hence, the present study focuses on the level of ethics followed and presents in
an advertisement.
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Statement of the Problem
Advertising can play an important role in the society since it is a one-to-many
communication which reaches mass audience in no time. It is also a necessary
component of the modern market economies, which is not only a tool for
marketing an existing product but also introduces a new product in the existing
market. Anything which over exaggerates or misleads the product information,
indecency, vulgarity, abusive, annoyance and harmful effects are unethical and
leads to immoral values about the product among the consumers. As a result the
product value is deceased and affects the sustainability of the product in the
market. It is thus, the responsibility of the advertisers to follow the ethics in
advertising and hence the research problem for the present study has been
formulated for solving the following questions:
Does the advertisements in the media are following the standards and
code of conduct?
How far the various attributes of ethical advertisements are contributing
towards standards and code of conduct for advertisements?
How effectively the advertisements are enhancing the social standards
and moral values of the consumers?
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Objectives of the Study
In accordance with the research problem stated above, the present study aims to
investigate the following objectives:
To find the truth in serving the people or a society through advertisement.
To understand the ethics in advertisement dealing with responsibility
towards the society
To know how advertisement is creating an impact among consumers.
To offer suggestions and recommendations for enhancing the ethical
values in advertisements.
Data Collection
The required data for the present study was primary data collected using a well
structured questionnaire. The questionnaire was administered among 110
sample respondents to know about their perception towards ethical values of
advertisements.
.
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Sources of Error:
Rating Biases: It is a subjective measure of rating performance which is not
verifiable by others and has the opportunity for bias. There rating biases
include: a) the halo effect b) the error of central tendency c) the leniency and
strictness biases d) personal prejudice and e) the regency effect.
Halo Effect: it is the tendency of the raters to depend excessively on the rating
of one trait or behavioural consideration in rating all other traits or behavioural
considerations. One way of minimizing the halo effect is appraising all
employees by one trait before going to rate them on the basis of another trait.
The Error of Central Tendency: Some raters follow play safe policy in rating
by rating all the employees around the middle point of the rating scale and they
avoid rating the people at both the extremes scale. They follow play safe policy
because of answerability to the management or lack of knowledge about the job
and person he is rating or has least interest in the job.
The Leniency and Strictness: the leniency bias crops when some raters have a
tendency to be liberal in their rating by assigning higher rates consistently. Such
ratings do not serve any purpose. Equally damaging is assigning consistently
low rates.
Personal Prejudice: If the rater dislikes any employee or any group, he may
rate them at the lower end, which may distort the rating purpose and affect thecareer of these employees.
The Recency Effect: The raters generally remember the recent actions of the
employee at the time of rating them on the basis of these recent actions
favourable or unfavourable-rather than on the whole activities.
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Questionnaire on Ethics in Advertisement
INSTRUCTIONS:-
Strongly Agree then 1
Agree then 2
Neutral then 3
Disagree then 4
Strongly Disagree then 5
Choose the appropriate circle as per your choice.
A) Do you agree advertisement is necessary for product?
B) Does advertisement associates the consumer emotionally?
C) Does advertising reflects ethics in your mind?
D) How do you view the level of ethics in general advertising?
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
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E) Do you believe advertisements putting a good impact on consumers?
F) Does your level of expectation changes after watching advertisement?
G)Do you think that the advertisement design could affect the class and theculture?
H) Does advertisement helps to shape society views of the world and itself?
I) Do you think that advertisement is creating a better society?
J) Do you believe that advertising shows an accurate view of reality?
K) Do you think that some of the advertisement should be banned because it is
putting a bad impact on children?
L) What level of ethics is generally viewed in TV commercial?
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
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M) Do you ever drop a product because you felt that product is of less
importance just because of advertisements?
N) Is it the job of advertiser and their agencies to take numerous decisions
concerning morals in advertisements?
O) Does Advertising show accurate view of reality?
P) Does a company honestly educating the consumer about its product?
Q) Have you come across any mismatch in product and advertisement?
R) Does advertisement fulfills your expectation?
S) Do you use the product because of advertisement?
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
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T) Do you think all beauty products have fulfilled your needs?
U) Do you think advertisement creates ethical dilemma?
V) Is it buyer responsibility to be aware of these strategies and not allow
advertisement to manipulate their emotions?
W) Do you believe that advertisers are selling moral and ethics related
products?
X) Do you believe that advertisement main role is to make sells without
concerning the impact in society?
Y) Is it ethical to use celebrities to sell products they probably dont even usethemselves?
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
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Part B
Z) Which product advertisement most influenced you?
a) Soap
b) Beauty Products
C) Deodorant
d) Snacks
e) Electronic Goods
Z1) which brand advertisement most influences you?
a) FMCG
b) Automobile
c) Jewelry
d) Pharmaceuticals
Z2) Do you think advertising should free from any issue?
A) Yes
b) No
Z3) who influenced more in advertisement?
a) Celebrity endorsement
b) Comedy
C) Spiritual
d) Technocrat
e) Experts
Z4) if a product and advertisement does not satisfy, have you complained in
consumer forum?
A) Yes
B) No
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Customers response on advertisement System
Number of questions
No of
emp.A B C D E F G H I J K L M N O P Q R S T U V W X Y
C
o
n
s
u
m
e
rs
Re
s
p
o
n
s
e
1 2 2 2 2 2 3 3 3 3 3 3 1 1 1 1 2 2 2 2 2 2 2 3 2 2
2 1 5 3 2 1 4 2 1 4 2 5 3 2 2 4 2 3 4 3 4 1 3 4 2 1
3 2 3 4 3 4 1 3 3 2 3 3 5 1 3 3 4 4 2 3 3 2 3 3 1 2
4 3 5 1 4 2 1 3 4 3 1 5 3 2 1 4 1 2 3 2 3 1 5 2 3 5
5 4 1 4 4 2 4 2 3 1 2 4 1 2 4 4 2 4 3 4 2 3 3 2 1 3
6 2 2 3 2 4 3 3 2 2 2 3 2 1 2 3 3 3 1 4 3 1 2 5 4 5
7 1 3 2 2 3 4 3 2 3 3 4 2 3 3 4 3 2 2 3 2 4 4 2 2 38 3 2 1 4 2 3 1 2 5 3 4 2 1 2 3 3 4 1 3 4 1 3 4 4 5
9 2 1 3 4 1 2 3 4 1 4 3 1 2 4 2 1 3 2 4 4 3 3 5 2 3
10 1 2 4 5 1 3 4 1 2 3 4 5 3 2 4 1 2 3 4 5 1 3 4 2 5
11 3 3 3 3 1 2 2 2 2 1 2 2 3 3 3 3 3 3 1 1 3 3 3 3 2
12 4 2 1 4 3 1 5 3 2 3 1 1 4 2 1 4 2 5 3 2 4 2 1 4 1
13 1 3 3 2 5 2 3 4 3 5 2 2 1 3 3 2 3 3 5 1 1 3 3 2 2
14 1 3 4 3 3 3 5 1 4 3 3 3 1 3 4 3 1 5 3 2 1 3 4 3 3
15 4 2 3 1 1 4 1 4 4 1 4 4 4 2 3 1 2 4 1 2 4 2 3 1 4
16 3 3 2 2 2 2 2 3 2 2 2 2 3 3 2 2 2 3 2 1 3 3 2 2 217 4 3 2 3 2 1 3 2 2 2 1 1 4 3 2 3 3 4 2 3 4 3 2 3 1
18 3 1 2 5 2 3 2 1 4 2 3 3 3 1 2 5 3 4 2 1 3 1 2 5 3
19 2 3 4 1 1 2 1 3 4 1 2 2 2 3 4 1 4 3 1 2 2 3 4 1 2
20 3 4 1 2 5 1 2 4 5 5 1 1 3 4 1 2 3 4 5 3 3 4 1 2 1
21 1 1 1 1 2 2 2 2 2 2 2 3 2 2 1 2 4 5 1 3 4 1 2 3 4
22 3 2 2 4 2 3 4 3 4 1 3 4 2 1 3 3 3 3 1 2 2 2 2 1 2
23 5 1 3 3 4 4 2 3 3 2 3 3 1 2 4 2 1 4 3 1 5 3 2 3 1
24 3 2 1 4 1 2 3 2 3 1 5 2 3 5 1 3 3 2 5 2 3 4 3 5 2
25 1 2 4 4 2 4 3 4 2 3 3 2 1 3 1 3 4 3 3 3 5 1 4 3 3
26 2 1 2 3 3 3 1 4 3 1 2 5 4 5 4 2 3 1 1 4 1 4 4 1 4
27 2 3 3 4 3 2 2 3 2 4 4 2 2 3 3 3 2 2 2 2 2 3 2 2 2
28 2 1 2 3 3 4 1 3 4 1 3 4 4 5 4 3 2 3 2 1 3 2 2 2 1
29 1 2 4 2 1 3 2 4 4 3 3 5 2 3 3 1 2 5 2 3 2 1 4 2 3
30 5 3 2 4 1 2 3 4 5 1 3 4 2 5 2 3 4 1 1 2 1 3 4 1 2
31 2 3 3 3 3 3 3 1 1 3 3 3 3 2 3 4 1 2 5 1 2 4 5 5 1
32 1 4 2 1 4 2 5 3 2 4 2 1 4 1 1 2 4 5 1 3 4 1 2 3 4
332 1 3 3 2 3 3 5 1 1 3 3 2 2 3 3 3 3 1 2 2 2 2 1 234 3 1 3 4 3 1 5 3 2 1 3 4 3 3 4 2 1 4 3 1 5 3 2 3 1
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35 4 4 2 3 1 2 4 1 2 4 2 3 1 4 1 3 3 2 5 2 3 4 3 5 2
C
o
ns
u
m
e
rs
R
e
s
p
on
s
e
36 2 3 3 2 2 2 3 2 1 3 3 2 2 2 1 3 4 3 3 3 5 1 4 3 3
37 1 4 3 2 3 3 4 2 3 4 3 2 3 1 4 2 3 1 1 4 1 4 4 1 4
38 3 3 1 2 5 3 4 2 1 3 1 2 5 3 3 3 2 2 2 2 2 3 2 2 2
39 2 2 3 4 1 4 3 1 2 2 3 4 1 2 4 3 2 3 2 1 3 2 2 2 140 1 3 4 1 2 3 4 5 3 3 4 1 2 1 3 1 2 5 2 3 2 1 4 2 3
41 4 4 2 3 1 2 4 1 2 4 2 3 1 4 2 3 4 1 1 2 1 3 4 1 2
42 2 3 3 2 2 2 3 2 1 3 3 2 2 2 3 4 1 2 5 1 2 4 5 5 1
43 4 3 2 3 2 1 3 2 2 2 1 1 4 3 4 1 2 3 4 1 4 3 1 2 2
44 2 1 2 5 2 3 2 1 4 2 3 3 3 4 5 1 3 4 1 2 3 4 5 3 2
45 1 3 4 1 1 2 1 3 4 1 2 2 2 3 3 1 2 2 2 2 1 2 2 4 3
46 3 4 1 2 5 1 2 4 5 5 1 1 3 1 4 3 1 5 3 2 3 1 1 3 3
47 2 1 1 1 2 2 2 2 2 2 2 3 2 3 2 5 2 3 4 3 5 2 2 2 4
48 1 2 2 4 2 3 4 3 4 1 3 4 2 4 3 3 3 5 1 4 3 3 3 2 349 3 1 3 3 4 4 2 3 3 2 3 3 1 3 1 1 4 1 4 4 1 4 4 1 250 4 2 1 4 1 2 3 2 3 1 5 2 3 2 2 2 2 2 3 2 2 2 2 5 2
51 1 2 4 4 2 4 3 4 2 3 3 2 1 2 3 2 1 3 2 2 2 1 1 2 1
52 1 1 2 3 3 3 1 4 3 1 2 5 4 2 5 2 3 2 1 4 2 3 3 1 3
53 4 3 3 4 3 2 2 3 2 4 4 2 2 4 1 1 2 1 3 4 1 2 2 2 2
54 3 1 2 3 3 4 1 3 4 1 3 4 4 1 2 5 1 2 4 5 5 1 1 1 1
55 4 2 4 2 1 3 2 4 4 3 3 5 2 1 1 2 2 2 2 2 2 2 3 3 2
56 3 3 2 4 1 2 3 4 5 1 3 4 2 2 4 2 3 4 3 4 1 3 4 1 357 2 3 3 3 3 3 3 1 1 3 3 3 3 3 3 4 4 2 3 3 2 3 3 4 4
58 3 1 2 3 2 3 1 5 2 2 4 4 2 1 4 1 2 3 2 3 1 5 2 1 2
59 1 2 4 3 4 2 3 3 2 1 2 3 3 4 4 2 4 3 4 2 3 3 2 3 3
60 3 3 3 1 4 3 1 2 5 3 3 4 3 2 3 3 3 1 4 3 1 2 5 1 4
61 5 3 2 C 3 2 4 4 2 1 2 3 3 3 4 3 2 2 3 2 4 4 2 3 1
62 3 3 4 1 3 4 1 3 4 2 4 2 1 2 3 3 4 1 3 4 1 3 4 2 1
63 1 2 2 2 2 2 2 2 2 3 2 4 1 3 1 2 5 4 2 5 2 3 2 1 4
64 2 3 1 2 5 4 2 5 2 3 2 1 4 2 4 4 2 2 4 1 1 2 1 3 4
65 1 2 4 4 2 2 4 1 1 2 1 3 4 4 1 3 4 4 1 2 5 1 2 4 566 3 4 1 3 4 4 1 2 5 1 2 4 5 4 3 3 5 2 1 1 2 2 2 2 2
67 2 4 3 3 5 2 1 1 2 2 2 2 2 5 1 3 4 2 2 4 2 3 4 3 4
68 1 5 1 3 4 2 2 4 2 3 4 3 4 1 3 3 3 3 3 3 4 4 2 3 3
69 3 1 3 3 3 3 3 3 4 4 2 3 3 2 2 4 4 2 1 4 1 2 3 2 3
70 4 2 2 4 4 2 1 4 1 2 3 2 3 2 1 2 3 3 4 4 2 4 3 4 2
71 3 2 1 2 3 3 4 4 2 4 3 4 2 5 3 3 4 3 2 3 3 3 1 4 3
72 2 5 3 3 4 3 2 3 3 3 1 4 3 2 1 2 3 3 3 4 3 2 2 3 2
73 2 2 1 2 3 3 3 4 3 2 2 3 2 4 3 4 1 3 4 1 3 4 4 5 4
74 5 3 4 1 2 3 4 1 4 3 1 2 4 2 1 3 2 4 4 3 3 5 2 3 275 2 4 5 1 3 4 1 2 3 4 5 3 2 4 1 2 3 4 5 1 3 4 2 5 1
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76 4 3 3 1 2 2 2 2 1 2 2 3 3 3 3 3 3 1 1 3 3 3 3 2 3
C
o
ns
u
m
e
rs
R
e
s
p
on
s
e
77 5 1 4 3 1 5 3 2 3 1 1 4 2 1 4 2 5 3 2 4 2 1 4 1 2
78 4 3 2 5 2 3 4 3 5 2 2 1 3 3 2 3 3 5 1 1 3 3 2 2 1
79 3 4 3 3 3 5 1 4 3 3 3 1 3 4 3 1 5 3 2 1 3 4 3 3 2
80 4 3 1 1 4 1 4 4 1 4 4 4 2 3 1 2 4 1 2 4 2 3 1 4 381 3 2 2 2 2 2 3 2 2 2 2 3 3 2 2 2 3 2 1 3 3 2 2 2 4
82 3 2 3 2 1 3 2 2 2 1 1 4 3 2 3 3 4 2 3 4 3 2 3 1 2
83 1 2 5 2 3 2 1 4 2 3 3 3 1 2 5 3 4 2 1 3 1 2 5 3 4
84 3 4 1 1 2 1 3 4 1 2 2 2 3 4 1 4 3 1 2 2 3 4 1 2 2
85 4 1 2 5 1 2 4 5 5 1 1 3 4 1 2 3 4 5 3 3 4 1 2 1 1
86 1 1 1 2 2 2 2 2 2 2 3 2 2 1 2 4 5 1 3 4 1 2 3 4 5
87 2 2 4 2 3 4 3 4 1 3 4 2 1 3 3 3 3 1 2 2 2 2 1 2 2
88 1 3 3 4 4 2 3 3 2 3 3 1 2 4 2 1 4 3 1 5 3 2 3 1 2
89 2 1 4 1 2 3 2 3 1 5 2 3 5 1 3 3 2 5 2 3 4 3 5 2 490 2 4 4 2 4 3 4 2 3 3 2 1 3 1 3 4 3 3 3 5 1 4 3 3 1
91 1 2 3 3 3 1 4 3 1 2 5 4 5 4 2 3 1 1 4 1 4 4 1 4 2
92 3 3 4 3 2 2 3 2 4 4 2 2 3 3 3 2 2 2 2 2 3 2 2 2 3
93 1 2 3 3 4 1 3 4 1 3 4 4 5 4 3 2 3 2 1 3 2 2 2 1 3
94 2 4 2 1 3 2 4 4 3 3 5 2 3 3 1 2 5 2 3 2 1 4 2 3 2
95 3 2 4 1 2 3 4 5 1 3 4 2 5 2 3 4 1 1 2 1 3 4 1 2 4
96 1 3 1 3 4 3 3 2 2 2 2 2 3 2 2 2 2 2 2 3 2 2 1 3 1
97 4 5 4 2 3 1 1 2 3 2 1 3 2 2 2 1 4 1 3 4 2 1 3 1 1
98 2 3 3 3 2 2 2 2 5 2 3 2 1 4 2 3 3 2 3 3 1 2 4 2 399 4 5 4 3 2 3 2 4 1 1 2 1 3 4 1 2 3 1 5 2 3 5 1 3 4
100 2 3 3 1 2 5 2 1 2 5 1 2 4 5 5 1 2 3 3 2 1 3 1 5 1
101 3 3 2 3 3 5 1 1 3 3 2 2 1 1 4 3 2 3 3 4 2 3 4 3 2
102 3 4 3 1 5 3 2 1 3 4 3 3 2 3 3 1 2 5 3 4 2 1 3 1 2
103 2 3 1 2 4 1 2 4 2 3 1 4 3 2 2 3 4 1 4 3 1 2 2 3 4
104 3 2 2 2 3 2 1 3 3 2 2 2 4 1 3 4 1 2 3 4 5 3 3 4 1
105 3 2 3 3 4 2 3 4 3 2 3 1 2 4 4 2 3 1 2 4 1 2 4 2 3
106 1 2 5 3 4 2 1 3 1 2 5 3 4 2 3 3 2 2 2 3 2 1 3 3 2
107 3 4 1 4 3 1 2 2 3 4 1 2 2 4 3 2 3 2 1 3 2 2 2 1 1
108 4 1 2 3 4 5 3 3 4 1 2 1 1 2 1 2 5 2 3 2 1 4 2 3 3
109 2 1 2 4 5 1 3 4 1 2 3 4 5 1 3 4 1 1 2 1 3 4 1 2 2
110 1 3 3 3 3 1 2 2 2 2 1 2 2 3 4 1 2 5 1 2 4 5 5 1 1
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Statistical Methods Used:-
MEAN
MEDIAN
MODE
STANDARD DEVIATION &
VARIANCE
Null Hypothesis is that the responses are random.
Sample size = 110 & No .of questions = 30
Graphical representation showing how much percentage of employees chooses
which option:-
24%
36%
15%
15%
10%
%age of Consumers
option 1 option 2 option 3 option 4 option 5
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Question A
Mean = 2.49
Mode = 2
Median = 2.5
(x -)2
= 94.329
Variance = ()
= 94.329110
= .857
Standard Deviation =
()
= .088
Question F
Mean = 2.61
Mode = 4
0 5 10 15 20 25 30 35 40
Option 1
Option 2
Option 3
Option 4
Option 5
% of Consumers
% of Consumers
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Median = 3
(x - )2
= 174.895
Variance = 174.895110
= 1.589
Standard Deviation = 1.2605
Question N
Mean = 2.35
Mode = 1
Median = 2
(x - )2
= 80.25
Variance = 80.25110
= .729
Standard Deviation = .854
Question T
Mean = 2.47
Mode = 2
Median = 2
(x - )2
= 66.89
Variance = 66.89110
= .608
Standard Deviation = .779
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Question Y
Mean = 2.53
Mode = 2
Median = 1.5
(x - )2
= 184.49
Variance = 184.49110
= 1.677
Standard Deviation = 1.29
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Question Z
Which product advertise
a) Soap
b) Fairness cream
c) Deodorant
d) Snacks
e) Electronic Goods
Reason Type R
Soap
Fairness cream
Deodorant
SnacksElectronic items
23%
13%
R
Soap Fairness cream
Depart
A Study of Ethics in advertising accordi
ent most influenced you?
spondents Percentage
28
34
25
149
25%
31%
8%
spondents
Deodrant Snakes Electronic items
ent of Management Studies
ng to consumer perspective
22
25.4
30.9
22.7
12.78.1
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Q. Question Z1
Which brand advertisem
a) FMCG
b) Automobile
c) Jewelry
d) Pharmaceuticals
Reason type
FMCG
AUTOMOBILE
JWELLERY
PHARMACEUTICAL
29%
25%
RE
FMCG AUTOMO
Depart
A Study of Ethics in advertising accordi
nts most influence you?
ESPONDENTS PERCENTAGE
22 20
28 25.4
32 29.09
28 25.4
20%
26%
SPONDENTS
ILE JWELLERY PHARMACEUTICAL
ent of Management Studies
ng to consumer perspective
23
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Question Z3
Do you think advertising
A) Yes
b) No
Reason type Resp
YES
NO
48%
Res
Depart
A Study of Ethics in advertising accordi
should free from any issue?
ondents Percentage
68 61.8
42 38.1
52%
YES
ondents Percentage
ent of Management Studies
ng to consumer perspective
24
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Question Z4
Who influenced more in
a) Celebrity endorsement
b) Comedy
c) Spiritual
d) Technocrat
e) Experts
Reason type Resp
Celebrity
Comedy
Spiritual
Technocrat
Experts
R
Depart
A Study of Ethics in advertising accordi
advertisement?
ndents Percentage
34 30.9
23 20.9
16 14.5
20 18.18
17 15.45
spondents
Celebrity
Comedy
Spritual
TecnocrateExperts
ent of Management Studies
ng to consumer perspective
25
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Question Z5
If a product and advertise
consumer forum?
A) Yes
B) No
Reason type Resp
YES
NO
48%
Res
Depart
A Study of Ethics in advertising accordi
ment does not satisfy, have you compl
ondents Percentage
82 74.5
28 25.4
52%
ondents Percentage
ent of Management Studies
ng to consumer perspective
26
ained in
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27
Statistical analysis tools
Anova one method
Aim: - To test the variance of the loyalty level between different types of
product line advertisement.
Null hypothesis (Ho): - there is difference of the loyalty level between different
types of product line advertisement.
Alternate hypothesis (H1):- there is no difference of the loyalty level between
different types of product line advertisement.
Level of significance: - 0.05
Total no of respondents: - 110
Anova: Single Factor
SUMMARY
Groups Count Sum Average Variance
Column 1 31 61 1.967742 3.165591
Column 2 31 87 2.806452 2.627957
Column 3 31 84 2.709677 1.612903
Column 4 31 89 2.870968 2.716129
ANOVA
Source of
Variation
SS df MS F cal. P-value F tab.
Between
Groups
16.34677 3 5.448925 2.153176 0.097137 2.680168
Within
Groups
303.6774 120 2.530645
Total 320.0242 123
Inference:-In this case,
F tab. > F cal. Value
Ho is true. It means that there is variance of the loyalty level between diff. types
of product line advertisement.
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Findings
According to above questionnaire we found some data:
36% respondents are mostly satisfied by the ethical advertising.
31% respondents are most influenced by fairness cream advertisement.
29% respondents believe on jeweler product advertisement.
Most of the respondents denied to complaint in the consumer form for
their feedback, damage of their product.
Nearly 62% of them are agreeing advertising must be free from any other
issue. Most of the respondents are using the product because of they are
addicted to their brand.
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CONCLUSION
So from the above analysis using statistical tools we can conclude that the
response of the people is not rational. There is a deviation in the responses of
data by the respondent and because of this the response is deviating too high
from the mean. Even many companies dont follow the code of ethics in
advertising; still the people are associated with them. This shows that the people
are not so aware about the ethics in advertising
Appendix
Bibliography:-
Business ethics and corporate governance: - S. k Bhatia
Balasubramanian, R., Corporate Governance, IIM Bangalore.
Laura P. Hartman, Perspectives in Business Ethics, Tata Mc Graw Hill.
Website:-
www.google.com
www.wikipedia.com
www.business-ethics.com
www.corpgov.net/news