IMPACT OF ADVERTISING ON CONSUMER BEHAVIOUR

MBA Dissertation Synopsis Presentation

ByDebidarshani Mohapatra

Reg. No :1261333008

Under the Guidance of :

Ayaskanta Mohanty

&

Alaka samantarayAsst.Professor

Institute of Business and Computer Studies Bhubaneswar

2

Contents

• Introduction• Research Objectives• Importance of study• Research Methodology • Litereture Review• Plan of Study• References

Introduction

Advertising can be defined as another strategy as an approach towards competitive advantage. Advertising is a form of communication that includes the name of the product or service and how that product or service could potentially benefit the consumer.

All marketing starts with the consumer. So consumer is a very important person to a marketer. . Advertising can also help to convince potential buyers that a firms product or service is superior to competitors product in make in quality, in price etc. it can create brand image and reduce the likelihood of brand switching even when competitors lower their prices or offer some attractive incentives. Advertising denotes a specific attempt to popularize a specific product or service at a certain cost. It is a method of publicity. It always intentional openly sponsored by the sponsor and involves certain cost and hence is paid for.

Research Objectives

To study the impact of the Advertisements on the brand preference of consumers.

To find out the consumer preference regarding the most effective media for Advertisements.

To study the impact of the celebrity endorsement on the consumer buying behaviour.

Importance of the Study

This study will help to understand the impact of advertisement on consumer buying behavior.

Research Methdology

Sampling Plan:The sampling procedure to be used for this study will be stratified random sampling. The

stratification will be done on the basis of geographic locations. The sample size will be 200.

  Methods of Data Collection:The instrument which will be used for the collection of primary data is a ready made

questionnaire, which needs to be coded in order to be analyzed. The questionnaire has to be piloted in a customer group, whereby customers will be allowed to critically analyze the questionnaire in case any amendments needed to be made. Once this will have been done, the questionnaire will be ready to be carried out on a sample of customers. Data will be collected using the personal-contact approach.

  Sources of Data:The data will be collected by using primary method and secondary method. A survey will be

conducted by using questionnaire in order to get the data from the focus group and use its result to analyze and draw a conclusion. The data will be collected from secondary sources like internet, magazines, articles etc.

Statistical Tools for Analysis

The data produced from the coded questionnaire will be processed via analysis and interpretation, for the clarity of understanding. The software package SPSS will be used to carry out the analysis based on the two areas, viz.Chi Square Test and percentile method.

Sample size: 

The sample size will be taken for the study is 200.

  Sample location:

 Basically the data will be collected from the general customers : it includes students, business men, service holders and other customers of different age groups .

PLAN OF STUDY

The research report shall contain the following chapters:

Chapter-I

It will cover the introductory part, problem statement, research objectives, Statements of hypotheses, Research methodology

Chapter-II

This chapter shall highlight the theoretical aspects of Advertisement and consumer behaviour

Chapter-III

This chapter shall emphasize on review of literature.

Chapter-IV

It will cover the data presentation, data analysis and interpretation

Chapter-V

It will cover summary of findings, suggestions, conclusion, and scope for future research and managerial implications.

THANK YOU