IMPACT ON ADVERTISING & OFFER-TOOTHPASTE BUYING

Volume:01, Number:05, Sep-2011 Page 11 www.theinternationaljournal.org

IMPACT ON ADVERTISING & OFFER-TOOTHPASTE BUYING

G.Vani

Asst professor

Acharya Institute of Technology,

Solladevanahalli, Bangalore-90.

M.Ganesh Babu

Assistant Manager, ICICI Bank, Bangalore.

129/2,AGBG Layout

Chikkabanavara

Hesaraghatta main road

Bangalore-90

Dr.N.Panchanatham

Professor & Dept Head,

Dept of Business Administration,

Annamalai University,

Chidambaram, Tamilnadu.

ABSTRACT

Purpose – The main purpose of this paper is to examine the advertising and offer impact on

buying toothpaste in Bangalore city.

Design/methodology/approach – The researcher developed a descriptive design for

measuring the advertising media and offer impact in consumer’s purchase intention. The

researchers collected information from 485 respondents in Bangalore city through survey

method with the help of using questionnaire. Frequency analysis and multiple regression

analysis was used to analyse the responses gave by respondents.

Findings –The result found in this study was, television and internet advertisement impact is

high when compare to other medium. In case of offer, the impact is average for all the sales

promotion tools. Demographic factors like age, income, and residence are highly related with

advertisement offer.

Research limitations/implications – The sampling method used in this study was convenience

sample, which is the main limitation of this research. It is difficult to analyse the mind set of

consumers through questionnaire whether they are giving true information or not, and there

was a lack of experimental control for the questionnaire investigation, so the quality of

questionnaire cannot be ensured.

Practical implications – This research should help firms determine the best advertising media

and offer to reach and retain the consumers.

Key words: Advertising, Media, Offer, Sales promotion tools, Toothpaste buying


INTRODUCTION

Consumer behaviour “is the study of the processes involved when individuals or groups

select, purchase, use, or dispose or products, services, ideas, or experiences to satisfy needs

and desires” (Solomon, 1995, p. 5).

Advertising

Advertising has become a part of our everyday life. Daily however we are seeing many

advertisements in TV, newspaper, magazine, radio, Internet etc. and we are affected by those

advertisement consciously or unconsciously. Today, advertising is a multi-billion industry,

employing hundreds of thousands of people and affecting billions of people’s lives

worldwide. Yet, seeing as advertising clutter has increased tremendously and is more intense

than ever, it is vital that companies differentiate themselves from competitors by creating

even more powerful, entertaining and innovative advertisement messages, as well as

sponsoring different events. Advertising is fascinating and provocative. Advertising creates

customer awareness of the product and builds positive psychological associations that can

enhance the buyer satisfaction. Consumer’s interest is provoked and sustained in the product.

The purpose of advertising is to make potential buyers respond more favourably to the firm’s

offering. Advertising provides information to customers creates and modifies their desires

and provides reasons for preferring a particular product. Captivating and persuasive

advertisements create wants through passive compulsion, which makes the consumers to buy

the product. Advertising creates demand, and thereby, accelerates the growth in the gross

domestic product. It also helps society by improving competition, lowering prices,

encouraging more product choices, supporting the media and providing information.

Advertising seems to go beyond merely selling products or ideas and can shape social trends

and attitudes in powerful ways. However, advertising has been accused of harming society on

the ground that it creates an unnecessary hype for the products and also manifests wants for

superfluous products and services (Ammani, 2008).Selection of advertising media is essential

for understanding the people nature and influencing them to buy a product. An understanding

of consumers’ characteristics and the media they consume most heavily are valuable when

directing selected promotional themes to target markets (Darden & Ashton, 1975).Khan,

Chang & Horridge, 1992) indicated the selection of media is based on the characteristics of

media, the demographics and psychographics of the target market, and the characteristics of

the product.

Sales promotion offer

The greatest challenge ever faced by Companies is holding the Market Share & value and it is

always a strenuous exercise for which most of the time the promotional tools are used. There

is no specific game rule available for usage of tools. The reason is: Each promotional tool has

its own unique characteristics.iSales Promotion is a marketing tool is used as a key ingredient

in marketing campaigns, consists of a diverse collection of incentive tools, mostly short term,

designed to stimulate quicker(or) greater purchase of particular products (or) services by

consumers (or) the trade. iiThe benefit of sales promotion is huge to manufacturers &

marketers. Farris and Quelch cite a number of sales-promotion benefits flowing to

manufacturers and consumers. iii


Kotler et al (2010), sales promotion main objective is to create product awareness, several

sales promotion techniques are highly effective in exposing customers to products for the first

time and can serve as key promotional components in the early stages of new product

introduction. Additionally ,as part of the effort to build product awareness ,several sales

promotion techniques possess the added advantage of capturing customer information at the

time of exposure to the promotion .In this way sales promotion can act as an effective

customer information gathering tool(i.e. sales lead generation),which can then be used as part

of follow-up marketing efforts.

STATEMENT OF THE PROBLEM

The organizations are facing problem with selecting advertising media and offer to reach the

consumer successfully. Selecting the right media to target the right customer is an essential

step in advertising. When compare to developed countries the awareness and usage of

toothpaste is less in India. So creating the awareness is an essential step to increase the

consumption of toothpaste. Advertising play a vital role in creating awareness, but the firm

have to understand the demographic, psychographic, cultural, technical, economic and

political factors for choosing the right media. Sales promotion is an essential tool to increase

the consumption, awareness, new product launch, brand switching etc. The firm select the

sales promotion tool based on the above said reason. Selecting the right offer at right time

(for example seasonable offer) is an important task to reach the consumer. So this study is

helpful to choose the right media and offer to attract the toothpaste buyers.

LITERATURE REVIEW

This chapter reviewed major contributions of the existing literature. The objective of this

chapter was to provide readers an overview of previous scholars who directly and indirectly

related to the advertising and offer impact on toothpaste buying.

Vani,Ganesh babu & Dr.Panchanatham(2011),conducted a study on Toothpaste buying

behaviour in Bangalore city .Based on this study majority of the respondents influenced by

advertisement for buying toothpaste.

Double click’s July 2005 study was conducted with an Internet panel of consumers to assess

media influences on buying. The researcher selected 2,110 adults who were asked about their

purchasing habits regarding ten categories of products: automotive, consumer electronics,

credit cards and banking, home improvement products, investments and mortgages, movies,

personal care / home care, prescription drugs, telecom services, and travel. The result found

was, Corporate Web sites for the purchase of autos, travel, telecom services, credit cards,

electronics, home products, and mortgages; TV advertising for the choice of movies; and

Print advertising for personal care / home care products.

Narayan, Obregon, and Uppal (1998) used a laboratory setting to assess the recall and

recognition of online text advertisement versus the same advertisement in a newspaper. The

online and print ads were both embedded in news stories. While no difference in recollection

appeared for the news stories in each medium, people who were exposed to the printed

newspaper ad had higher recognition scores for its advertising content than those who

received the online version.

In measuring the affective impact of a magazine ad, Calder and Malthouse at Northwestern’s

Media Management Centre created metrics to assess a reader’s experience with printed media

(Calder & Malthouse, 2004).They developed measures to assess the media user’s qualitative

experience with magazines and whether this experience related to the advertising in it. For


example, Calder and Malthouse found that people regard time spent reading magazines as a

luxury, and they read magazines both for personal quiet time and to learn about new things.

Kim Vasey (2004), Media edge recently won media-weeks media plan of the year award for

best use of radio” for a weather –triggered effort on behalf of Campbell’s chicken noodle

soup. A three week radio campaign heightened awareness of impending weather and “spoke”

to the consumer about the benefit of Campbell’s. The campaign resulted in a significant lift in

sales volume. The resonance of the ad copy clearly indicates that radio has the ability to

target and reach specific consumer segments and influence purchasing behaviour.

Krugman (1965) proved to be a catalyst in the advertisement of the low-involvement

perspective. He discussed the television advertising is a low involvement medium because

consumers are not actively engaged in television and the content of television advertising is

trivial. In contrast, print media is more involving. The pace of exposure is within the readers

control and the reader has more opportunity to reflect on the advertising and to make

connections between products or brands in the advertisement and his or her own beliefs and

values. He concluded that beliefs about a brand changed and led to purchase decision without

very little thought and deliberation in low-involvement cases (i.e. television advertising).

The most important characteristic of the Internet was that it supports a whole new channel for

the exchange of information and knowledge. It showed that sellers and customers could

benefit from an exchange of information and knowledge (Kambin and Van Heck,

1998).Recently the survey conducted by XMOS to analyse the advertising impact on Colgate

Total toothpaste. The XMOS study measured online advertising alongside offline advertising

.The objective of this campaign was to increase purchase intent. Colgate's data showed that it

cost 23% more to encourage consumer purchase using TV alone compared to using TV in

combination with online.

According to Shimp (2003), sales promotion refers to any incentive used by a manufacturer

to induce the trade (wholesalers, retailers, or other channel members) and/or consumers to

buy a brand and to encourage the sales force to aggressively sell it. Retailers also use

promotional incentives to encourage desired behaviors’ from consumers. Sales promotion is

more short-term oriented and capable of influencing behavior. Totten & Block (1994) stated

that the term sales promotion refers to many kinds of selling incentives and techniques

intended to produce immediate or short-term sales effects. Typical sales promotion includes

coupons, samples, in-pack premiums, and price-offs, displays, and so on.

Bonus pack offer creating awareness in some condition. Factory bonus pack according to Lee

(1963) is used to increase consumer trial of the brand. Larger package size and accompanying

advertising of the offer tended to make the promotion noticeable (Gardener & Trivedi 1998).

Purchasing a product based on discount offer is based on the depth of the discount offer. For

many packaged groceries shapers form expectations about the depth-of-discounts (Winer

1986; Latin and Bucklin 1989).These expectations originate from historically observed

discounting patterns and are used as a yardstick to evaluate the attractiveness of promotion

activities actually observed in the store environment. The better the observed depth-of-

discount is relative to the anticipated deal, the more purchases will be accelerated by the

consumer.


Coupon offer is useful for the consumers to try the product in a first time. Coupons have been

used to produce trial (Robinson & Carmack 1997). According to Cook (2003), coupons are

easily understood by the consumer and can be highly useful for trial purchase. Gilbert and

Jackaria (2002) concurring to the popularity of coupon reported that coupon is ranked last as

the promotional least widely used by consumers and least influence on product trial.

G.vani,Ganesh ,Dr.N.Panchanatham(2010),discussed the different offers including saver pack

offer. Colgate having the number one position in the toothpaste market, for maintaining the

same position, the company providing different offers to the customers. Saver pack offer is

important tool in toothpaste market. Free gift offer is influencing more in buying toothpaste

when compare to other sales promotion tool. G.vani, Ganesh, Dr.N.Panchanatham (2010),

conducted a study on toothpaste buying behaviour in Bangalore city. Based on this study

most of the respondents influenced by free gift offer then extra quantity then discount. So free

gift offer influencing more for decision making. G.vani,Ganesh

,Dr.N.Panchanatham(2009),discussed the promotion methods used by companies for

targeting children. Rasna conducted slogan contest for the kids between the age group of 4-10

years. This is one of the sales promotion methods to increase sales.

SCOPE OF THE STUDY

This study analysing the impact of different media like print, audio and audio visual media,

different offer like saver pack, free extra quantity, price discount, coupon, free gift and

contest impact in buying toothpaste. In case of low involvement goods (toothpaste) which

medium and offer is suitable to communicate the information and attract the consumer? .This

study providing answer to the above question. It is also helpful for the companies to

understand the consumers. This study is also useful for the researchers for further study.

OBJECTIVES OF THE STUDY

Primary objective

The main purpose of this study is to analyse the impact of advertising on toothpaste buying

To analyse the impact of offer in buying toothpaste

Secondary objectivs

To find out the magazine, radio, television and internet advertisement impact on buying

toothpaste

To analyse the impact of free extra quantity, price discount, coupon, saver pack, free gift and

contest offer in buying toothpaste

RESEARCH METHODOLOGY

The research design adopted in this study is descriptive design. The study aims to explore all

dimensions of advertising impact on buying toothpaste. The researcher selected 485

respondents from Bangalore city based on their convenience. Questionnaire method was used

by the researchers for collecting information from respondents. The researchers used both

primary (questionnaire) and secondary (journals, magazine, books and website) sources for

collecting data. The tools used here was Frequency analysis, and multiple regression analysis.


ANALYSIS

Table 1: Frequency analysis-Demographic factors

Demographic Factors Frequency No of Respondents (N) Percentage (%)

Sex Male 236 48.7

Female 249 51.3

Total 485 100.0

Age Group Below 20 yrs 24 4.9

21 to 25 yrs 231 47.6

26 to 30 yrs 68 14.0

31-35 yrs 38 7.8

36 -40 yrs 77 15.9

41&above 47 9.8

Total 485 100.0

Education Illiterate 6 1.2

Primary education 64 13.2

Graduation 141 29.1

Post graduate 274 56.5

Total 485 100.0

Marital Status

Married 240 49.5

Unmarried 236 48.7

Widower 6 1.2

Others 3 0.6

Total 485 100.0

Nature of job Private employee 158 32.6

Government employee 15 3.1

Own business 63 13.0

Agriculture 2 0.4

Student 144 29.7

Home maker 97 20.0

Job seekers 6 1.2

Total 485 100.0


Based on the above table 48.7% of the respondents are male and 51.3% of the respondents are

female. In age group 4.9% of the respondents are coming under below 20 years, 47.6 %

coming under 21 to 25 years, 14% coming under 26 to 30, 7.8% coming under 31-35 years,

15.9% coming under 36-40 years and 9.8% coming under 41&above age. In education, 1.2%

respondents are illiterate, 13.2% respondents completed primary education, 29.1% respondents

are graduates and 56.5% respondents are post graduates. In case of marital status ,49.5% are un

married,48.7% are married,1.2% are widower and 0.6 are coming under others category. In

nature of job 32.6 are private employees, 3.1% are government employees, 13% are doing own

business,0.4% respondents are agriculturalist,29.7% are students,20% are home maker and 1.2

% respondents are job seekers. In case of family income,26.6% respondents income below

25000,40.2% respondents income between 25001 to 50000,13.8% respondents income

between 50001 to 75000,5.8% respondents income in-between 750001 to 100000.3.7%

respondents income above 100000 and 9.9% respondents are not ready to provide their family

income. In social class 2.3% are lower class, 82.5% are middle class, 10.5% belongs to upper

class and 4.7% are don’t know the social class. In case of residence 76.7% are staying in

metropolitan, 15.3% are staying in municipality, 5.25 are staying in town panchayat and 2.8%

are staying in village.

Family Monthly Income <Rs.25,000 129 26.6

Rs.25,001 to 50,000 195 40.2

Rs. 50,001 to 75,000 67 13.8

Rs. 75,001 to 1,00,000 28 5.8

>Rs. 1,00,000 18 3.7

Others 48 9.9

Total 100 485

Social class Lower class 11 2.3

Middle class 400 82.5

Upper class 51 10.5

Do not know 23 4.7

Total 485 100.0

Current residence Metropolitan 372 76.7

Municipality 74 15.3

Town Panchayat 25 5.2

Village 14 2.8

Total 485 100.0


Table 2: Frequency analysis-Advertisement & offer

SDA-Strongly disagree , DA-Disagree, NAND-Neither agree Nor disagree, A-Agree,

SA-Strongly agree

Based on the above table 3.7% of the respondents strongly disagree with advertisement, 21.6%

of the respondents disagree with advertisement, 44.5% of the respondents neither agree nor

disagree with advertisement, 22.9% of the respondents agree with advertisement and 7.2% of

the respondents strongly agree with advertisement. In case of newspaper ad, 2.9% strongly

disagree with newspaper ad, 29.1% disagree with newspaper ad, 49.9% neutral with newspaper

ad, 15.7% agree with newspaper ad and 2.5% strongly disagree with newspaper ad. In

magazine ad, 3.5% strongly disagree with magazine ad, 26.2% disagree with magazine ad,

48% neutral with magazine ad, 20.4% agree with magazine ad and 1.9% strongly agree with

magazine ad. In radio ad, 4.1% strongly disagree with radio ad, 23.1% disagree with radio ad,

49.7% neutral with radio ad, 21.9% agree with radio ad and 1.2% strongly agree with radio ad.

In television ad, 1.2% strongly agree with television ad, 14.4% disagree with television ad,

47.6% neutral with television ad, 30.7% agree with television ad, and 6.0% strongly agree with

television ad. In internet ad 0.4% strongly disagree with internet ad, 18.4% disagree with

internet ad, 48.5% neutral with internet ad, 30.3% agree with internet ad and 2.5% strongly

agree with internet ad.

In case of sales promotion 4.5% of the respondents strongly disagree with offer, 34.8% of the

respondents disagree with offer, 43.5% of the respondents neither agree nor disagree with

offer, 15.7% of the respondents agree with offer and 1.4% of the respondents strongly agree

with offer. In case of free extra quantity offer, 6.8% strongly disagree with free extra quantity,

43.5% disagree with free extra quantity, 36.1% neutral with free extra quantity, 13.2% agree

with free extra quantity and 0.4% strongly disagree with free extra quantity. In price discount,

8.2% strongly disagree with price discount, 35.1% disagree with price discount, 44.1% neutral

Factors Frequency Percentage

SDA DA NDNA A SA SDA DA NDNA A SA

Advertisement 18 105 216 111 35 3.7 21.6 44.5 22.9 7.2

Newspaper 14 141 242 76 12 2.9 29.1 49.9 15.7 2.5

Magazine 17 127 233 99 9 3.5 26.2 48.0 20.4 1.9

Radio 20 112 241 106 6 4.1 23.1 49.7 21.9 1.2

Television 6 70 231 149 29 1.2 14.4 47.6 30.7 6.0

Internet 2 89 235 147 12 0.4 18.4 48.5 30.3 2.5

Offer 22 169 211 76 7 4.5 34.8 43.5 15.7 1.4

Free extra quantity 33 211 175 64 2 6.8 43.5 36.1 13.2 0.4

Price discount 40 170 214 59 2 8.2 35.1 44.1 12.2 0.4

Coupon offer 29 179 206 66 5 6.0 36.9 42.5 13.6 1.0

Saver pack offer 12 91 272 95 15 2.5 18.8 56.1 19.6 3.1

Free gift offer 26 131 251 73 4 5.4 27.0 51.8 15.1 0.8

Contest 26 120 235 94 10 5.4 24.7 48.5 19.4 2.1


with price discount, 12.2% agree with price discount and 0.4% strongly agree with price

discount. In coupon offer, 6.0% strongly disagree with coupon offer, 36.9% disagree with

coupon offer, 42.5% neutral with coupon offer, 13.6 agree with coupon offer and 1.0%

strongly agree with coupon offer. In saver pack offer, 2.5% strongly disagree with saver pack

offer , 18.8% disagree with saver pack offer ,56.1% neutral with saver pack offer ,19.6% agree

with saver pack offer , and 3.1% strongly agree with saver pack offer .In free gift offer 5.4%

strongly disagree with free gift offer , 27.0% disagree with free gift offer,51.8% neutral with

free gift offer ,15.1% agree with free gift offer and 0.8% strongly agree with free gift offer. In

contest offer 5.4% strongly disagree with contest offer, 24.7% disagree with contest offer,

48.5% neutral with contest offer, 19.4% agree with contest offer and 2.1% strongly agree with

contest offer.

Table 3: Multiple regression analysis results

Un standardized coefficients

Independent factors Dependent factor

Overall interest

Information about

brand

colour

Ingredients

Involvement

Shelf arrangement

Quality

Taste

Innovation

Package

R value

R square value

F value

P value(significant

level)

0.009(1%

significance)

In case of age and advertisement offer, media like newspaper, magazine, and radio have a

high relationship with age when compare to television and internet. Radio (0.162) is highly

related with age then newspaper (0.098) then magazine (0.076). In case of offer, coupon

offer, saver pack offer, free gift offer and contest are highly related with age then free extra

quantity and price discount. Free gift offer (0.178) is highly related with age then coupon

offer (0.172) then contest (0.051) then saver pack offer (0.035).In case of income, radio,

newspaper, television ads are highly related with income then internet and magazine.

Television advertisement (0.121) is highly related with income, then newspaper (0.107), then

radio (0.056).In offer, free extra quantity, price discount, free gift offer highly related with

income then contest, coupon and saver pack offer. Free gift offer (0.120) is highly related

with income then price discount (0.096), then free extra quantity (0.046).In case of residence

advertising medium like internet, television and magazine are highly related with residence

then newspaper, radio and advertisement. Magazine is highly related with residence then

internet then television. In case of offer, free extra quantity, price discount, coupon offer, free

gift offer related with residence then contest and saver pack offer. Free extra quantity offer

(0.105) is highly related with residence then price discount (.047) then coupon offer (0.032)

then free gift offer (0.003).


FINDINGS

Based on frequency analysis

Based on this study most of the respondents are female (51.3%) then male, 47.6% are age

between 21 to 25 years,56.5% are post graduates,47.6% are unmarried,35.7% are employees,

40.2% respondents income in-between 25000 to 50000,82.5% are middle class people and

76.7% are staying in metropolitan city. So demographic factors have a certain impact in

buying product. This is supported by the following review. An individual difference affecting

the decision making is the demographic mark-up of the consumer. Engel, Blackwell& Minard

(1995) wrote that demographic characteristics can be related to search activities. Engel et al

(1995) found relationship between age, income, education and search activities.

In case of advertisement most of the respondents are neutral with their opinion, in case of

agree and disagree respondents are almost nearer in percentage, and respondents opinion for

strongly agree and strongly disagree are only meagre percentage. So advertisement impact for

buying toothpaste is not very high. This is supported by the following review. Shizue kishi,

conducted a study in Tokyo, Japan related to effects of advertising on consumer decision

making. The main aim of this study was to analyse how advertising influences consumer

purchase decision making in situations where consumers are exposed to or search for

information other than advertising. Suigimoto, and the Nikkee advertising research institute

conducted a three-years research project. They used detailed personal interviews and time-

series mail surveys for collecting information. The two studies revealed that the effect of

advertising on consumer decision making for PC and automobile is less

In newspaper advertisement most of the respondents are neutral opinion then disagree then

agree then strongly agree and strongly disagree. So respondents are not highly attracted with

newspaper ad. In case of magazine ad most of the respondents are neutral with their opinion,

respondents are nearer in percentage regarding disagree and agree, respondents opinion are

meagre in case of strongly agree and strongly disagree. This is supported by the following

review. Soldow & Principe (1981) that reader involvement will correlate negatively with

subsequent recall and recognition of the accompanying advertisement and with other

measures of advertisement impact.

In case of radio advertisement, most of the respondents are neutral opinion then disagree then

disagree then agree then strongly disagree then strongly agree. So respondents are somewhat

attracted with radio ad. This is supported by following illustration. Kim Vasey, Consumer life

style has changed today, but radio remains an integral part of our lives. Radio reaches us in

our homes, in our cars and at work. We turn to it for entertainment, information, news and

sports. It is always current (there are never any reruns) and there is a format for just about

every discernable taste.

In Television ad most of the respondents are neutral in their opinion, respondents are agree

with television ad almost nearer to neutral opinion then disagree then strongly agree then

strongly disagree. Based on this study majority of the respondents influenced by television

advertisement for buying toothpaste. This is supported by the following review. Television

impact is high in purchasing toothpaste. G.vani, Ganesh, Dr.N.Panchanatham (2010),

conducted a study on toothpaste buying behaviour in Bangalore city. Based on this study


majority of the respondents influenced by advertisement for buying toothpaste. In recent

circumstances technology plays an important role in decision making; especially in

advertising field the technology role is very high. Television advertisement inducing the

consumer mind for decision making, especially kid’s advertisement for toothpaste

influencing the kids to influence the parents to buy a particular brand.

In case of internet ad, most of the respondents are neutral in their opinion, respondents are

agree with internet ad almost nearer to neutral opinion then disagree then strongly agree then

strongly disagree. Recently the survey conducted by XMOS to analyse the advertising impact

on Colgate Total toothpaste. The XMOS study measured online advertising alongside offline

advertising .The objective of this campaign was to increase purchase intent. The purchase

intent increased with internet ad when compare to traditional medium.

In case of offer and different offers like free extra quantity offer, price discount, coupon offer,

saver pack offer, free gift offer and contest, most of the respondents are neutral with their

opinion, respondents are disagree with different offer almost equal to neutral, only less

respondents accepted sales promotion with agree statement, only meagre respondents

strongly agreed and strongly disagreed sales promotion. In case of toothpaste buying offer is

not influencing so much for buying product, but in the case of dairy products the

consumption increased because of offer. Cotton and Babb (1978) reported results from a

study that measured the response of consumers to promotional deals for dairy products. The

percentage increase in consumption during a deal period was applied as the standard to

measure the responsiveness.

Based on Multiple regression

There is significant relationship between advertising offer and age. So based on this age

factor influencing the consumer to select media and offer. In this case media like newspaper,

magazine and radio highly influencing the consumer. In offer, free gift, coupon, contest and

saver pack influencing the consumer more for decision. This is supported by the following

review. Foxman et al. (1989) argue that age is a relevant variable as older children are

presumed to be more knowledgeable about products and family needs. This is mainly due to

their increase in cognitive development (Piaget, 1972). However, findings on whether

product knowledge has a positive impact on teenagers’ influence differ (Beatty and Talpade,

1994).

There is significant relationship between advertisement offer and income. In this case media

like radio, newspaper and television, offer like free gift, price discount and free extra quantity

offer highly related with advertisement offer. This is explained with following study. Based

on economic theory, it would be expected that households with lower income (and therefore

more limited shopping budgets) would be more price promotion responsive, resulting in a

negative relationship between income and promotion response (e.g., Urbany, Dickson, and

Kalapurakal 1996). On the other hand, households with higher income are less restricted in

their budget, which increases the probability of acting on impulse (e.g.,Inman and Winer

1998), and therefore in-store promotion response. Bawa and Gosh (1999) concluded that

higher income households spend more during a shopping trip, which, in turn, would result in

a larger probability to buy on promotion.


There is significant relationship between advertisement offer and current residence. In this

case media like magazine, television and internet, offer like free gift, free extra quantity,

coupon, price discount are highly related with advertising offer.This is explained by

following illustration. The demographic profile is turning extremely favourable towards

sustaining growth in economic activity and in consumption, with almost 550 million

consumers across urban and rural India in the 15+ age group (excluding the 250 million or so

who are still, unfortunately, below the poverty line).

Of these, about 400 million are in rural India while the remaining live in urban India. Of the

latter, about 100 million reside in the top 100 cities alone, and there is a very positive

geographic broad-basing of this consuming class. As the dependency ratio continues to drop

in India (in marked contrast with the developed economies where it continues to rise, creating

the spectre of social challenges in the decades to come), and as more Indians get educated,

their consumption aspirations will continue to change very markedly.

CONCLUSION&RECOMMENDATION

Companies concentrate in analyzing the people tendency thoroughly to select media and offer

to retain the consumer. This study revealed that advertising and offer impact is average level

in Bangalore city. Television impact is high in purchasing toothpaste product, internet ad also

influencing consumer to buy toothpaste, but in the case of offer, the impact is less in buying

toothpaste. But based on regression analysis result media and offer selection based on age,

residence and income is highly significant. So understanding the demographic factors is an

essential tool in selecting media and offer. Based on this study advertising and offer is also an

essential factor to influence consumer.

The impact of media and offer not only based on demographic, cultural factors. It also

depends on the psychographics of consumers and involvement of consumers. Apart from

advertising and offer, other factors like brand image, company image, store image, past

experience, benefit of a product etc influencing consumer to take decision. So the firm have

to analyze all these factors and find out the best suitable tools for promoting toothpaste in

India. Technology innovation is an important factor in consumer buying decision. The 1990s

have borne witness to dramatic shifts in the marketplace triggered by sharp changes in the

lifestyle patterns of the past and present and the radical revolution in the technology. Time

tested concepts on brand loyalty and Mass Marketing, are being turned on their heads as they

fail to gauge the behaviour of new generation customers. With the inevitability of change

looming large over the horizon, Indian companies must learn from their western

counterparts; not only to identify the sources, timing and direction of the changes likely to

affect India, but also the new competencies and perspective that will enable them to respond

to these changes, comprehensively and effectively. Companies offering Product or Services

will need to understand this new face of the customers.

LIMITATION

Our study suffers from some limitation, which could be avenues for further research. This

study failed to talk about the psychographics of the consumer. Understanding psychographics

of the consumer is an important tool to understand the inner feelings, and attitude of the

consumer. The changing demographic profile of the population in terms of education,


income, size of family and so on, are important by what will be more substantive in days to

come will be the Psychographics of customers that is how they feel, think or behave.

Marketers will have to constantly monitor and understand the underlying Psychographics to

map their respective industries are moving and decide what needs to be done, by way of

adding value that motivates customers to buy the company’s products and influence the

future industry structure. The study also excluded the extrinsic factors like brand image,

innovation, involvement, store image, company image etc. One more problem in this study is

questionnaire. Most of the questions are closed ended, it limits the respondents answer.

SCOPE FOR FURTHER RESEARCH

This is useful for the researchers for further study in the area like advertising appeal,

advertising campaign and endorser in ad. It’s also useful for testing other low involvement

goods based on this result. The company and researcher can check the reliability of the test in

other cities. To extend the study with different sales promotion technique is also possible.

REFERENCES

Arvind, Singhal .Changing India, Changing Consumption, Changing

Consumers,http://www.technopak.com/Perspective/vol3/Changing%20India,%20Changing%

20Consumption,%20Changing%20Consumers.pdf

Bawa, K, and Gosh, A, 1999, A Model of Household Grocery Shopping Behaviour,

Marketing Letters, Vol.10 (2), PP.149-160.

Bawa, K, Srinivasan, S.S, and Srivastava, R.K, 1997, Coupon Attractiveness and Coupon

Proneness: A Framework for Modelling Coupon Redemption, Journal of Marketing

Research, Vol.34 (4), PP. 517-525.

Buchholz, Laura M, Smith, Robert E, 1991,The Role of Consumer Involvement in

Determining Cognitive Response to Broadcasting ,Journal of Advertising, Platinum

Periodicals, PP. 4

Caplovitz, D, 1963, The Poor Pay More, New York: Free Press

Cotton, B.C, and Babb, E. M, 1978, Consumer Response to Promotional Deals, Journal of

Marketing, Vol. 42(3), PP.109-113.

Nov .2005, Effectiveness of sales promotion tools in Malaysia: The case of low involvement

products, http://www.sbaer.uca.edu/research/allied/2005vegas/mktg%20studies/12.pdf

Engel, J.F, Blackwell, R.D, &Miniard, P.W, 1995, Consumer behaviour, PP.16-22

Hall, B. F, 2002, A new model for measuring advertising effectiveness. Journal of

Advertising Research, Vol. 42(2), PP. 2331.

Inman, J.J, and R.S, Winer October.1998, Where the Rubber Meets the Road: A Model of In-

store Consumer Decision Making, Marketing Science Institute, PP. 98-122.

Krugman,H.E,1965, The impact of television advertising: learning without involvement

,public opinion quarterlyVol.29,PP.349-356.


Laroche, M, Pons, F, Zgolli, N, Cervellon, M.C, and Kim, C, 2003, A Model of Consumer

Response to Two Retail Sales Promotion Techniques, Journal of Business Research, Vol.56,

PP.513-522.

Lavidge, R.J. & Steiner, G.A, October.1961, A Model for Predictive Measurements of

Advertising effectiveness, Journal of Marketing, PP.59-62.

Narasimhan, C, 1984, A price discrimination theory of coupons, Marketing Science, Vol.

3(2),PP. 128-147.

Neslin, S.A, Henderson, C, and Quelch, J, 1985, Consumer Promotions and the Acceleration

of Product Purchases, Marketing Science, Vol. 4(2), spring, pp.147-165.

Nikkei Advertising Research Institute (ed.), 2002, Time-Series Studies of Consumer

Purchase Behavior, Data Series of the Nikkei Advertising Research Institute, 23 (in

Japanese).

Patricia Sorce, Feb. 2007, The Case for Print Media Advertising in the Internet,

http://print.rit.edu/pubs/picrm200602.pdf

Philip Kotler et al. (2010), Marketing management, 13th

edition Pearson education, New

Delhi.

Robertson, T.S, Zielinski, J, and S, Ward, 1984, Consumer Behaviour, Glenview IL, Scott,

Foresman & Co.

Safiek Mokhils, 2006, The influence of religion on retail patronage, Dissertation, University

of sterling, Malaysia.

Tinna Kristinsdóttir, June. 2001, Analysis of influential factors on brand loyalty towards

cigarette brands on the Icelandic market,http://pure.au.dk/portal-asb-

student/files/12204/Thesis_Final_Tinna_1_.pdf

Urbany, J.E, Dickson, P.R, and R, Kalapurakal 1996, Price Search in the Retail Grocery

Market, Journal of Marketing, Vol. 60(2), PP. 91-104.

Vani, G., Ganesh B.M, & Panchanatham, N, 2009, Marketing promos targeting children,

Journal of advertising.

Vani, G., Ganesh B.M, & Panchanatham, N, 2011, A study on consumer perception towards

promotional offer in Big bazaar Bangalore city, IJRM.

Vani, Ganesh B.M, Panchanatham,N, 2010, Oral care industry: Colgate’s Smiley promos,

journal of Advertising Express.

Webster, F.E, 1965, The “Deal-Prone” Consumer, Journal of Marketing Research, Vol.2(2),

PP. 186-189. i Sidney J.Levy, Promotional Behaviour (Glenview, IL: Scott, Foresman, 1971), ch.4

ii From Tober C.Blattberg and Scott A.Neslin, Sales Promotion; Concepts, methods and Strategies (upper Saddle river, NJ:

Prentice Hall, 1990).

iii Paul W.Farris and John A. Quelch, “In Defense of Price Promotion,” Sloan Management Review (Fall 1987): 63-69.

http://print.rit.edu/pubs/picrm200602.pdf

Documents

IMPACT ON ADVERTISING & OFFER-TOOTHPASTE BUYING