Surf-advertising effectiveness on consumer buying behaviour

8/3/2019 Surf-advertising effectiveness on consumer buying behaviour

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Submitted By:

Ritam Bhattacharjee

MBA 3rdSemester

Batch- 2010-2012

IIAS School of Management

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DECLARATION

I hare by declare that the contents of this project are true and accurate to the best of my

knowledge and that I have not copied and adopted any unfair means in compiling this project

work.

Signature

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(Ritam Bhattacharjee)

MBA 3rd Semester

IIAS School of

Management

ACKNOWLEDGMENT

I am grateful to all those who have helped me directly or indirectly in completion of this

project. I firmly believe that there is always scope for improvement and accordingly I shall

take forward to receive suggestions.

I exuberantly thankful to faculty guide Miss Sangita Sharma who guides me

and help taking right direction in field work. I further welcome inspiration and suggestion to

make it best.

I sincerely believe that the road of improvement is never ending. Hence

I shall forward to end gratefully acknowledge all suggestions received. My sincere apology

is who helped me in a variety of wage and whose name could not be individually

acknowledged.

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Preface

Professional education is not perfect without fieldwork. Project it on essential port of M.B.A.

It make familiar to the student with current market position. This report is a humble attempt

to sketch the advertising effectiveness of surf excel and its effects on consumer buying

behavior.

This project report will be helpful in analysis of perception of Customers towards advertising

of surf excel and also measure the effect on consumer buying behavior. I am very thankful to

Miss Sangita Sharma (faculty guide) who allowed me to take my project in the market

area ofSiliguri. I invite suggestion and convection with open heart for further incorporation

and improvement of this project report.

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TABLE OF CONTENT

Serial

No.

Contents Page No.

1. Summary 6

2. Objectives and Limitations of Study 7

3. Methodology 8

4. Advertising and Various medium 9

5. Company profile- Hindustan Unilever Limited 10

6. Introduction of Surf Excel 11

7. Review of Literature 12

8. Research and Methodology 13-15

9. Empirical Analysis 16-17

10. Findings and Observations 18-27

11. Conclusion 28

12. Appendices 29-30

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Summary

This project is mainly based on first hand observation in the market, the way customers perceive

the various advertisements and in way it effects their buying behavior.

The Study which I had done in this was about to analyze the advertising effectiveness

of Surf Excel and its effect on consumer buying behavior. First of all I had to go with some past

studies which are called Literature review to know the way of completing the project or some

valuable ideas regarding my studies.

After literature review, I came to know that what variable I should include in my study,

considering those variables I prepared the questionnaire to know the desired results and checked

it with one small sample i.e. 10 people.

During testing the questionnaire, I came to know some points which i had to change in the

questionnaire to put off the confusion of the respondents.

Then I collected the data of 50 people using convenient sampling. Information was collected

related to the effect of advertising on consumer buying behavior with the help of a

questionnaire.

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Then I summarized all the data, and test it with questionnaire on Likert Scale. I made all the

calculations with the help of EXCEL 2007.

Objectives of Study

The main aim of undertaking this study is to accomplish the following objective:

To study the consumer buying behavior.

To study the impact of advertising of surf excels on consumer buying behavior.

Conducting a market survey and understanding the customer perception.

Analysis of customer awareness of product.

Limitations of Study

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Though the present study aimed to achieve the above-mentioned objectives in full earnest

and accuracy, it was hampered due to certain limitations. Some of the limitations of this

study may be summarized as follows:

Presence of various advertising medium.

It may be possible that the same tools are being used by the different companies.

Time was a major limiting factor and it was very tough to get the time of the survey and

other activities because of the study.

Unwillingness on the part of few respondents to disclose the information.

Getting accurate responses from the respondents due to their inherent problems was

difficult. They were partial, and refused to cooperate.

Methodology

The objective of the present study can be accomplished by conducting a systematic market

survey. Market Research is a systematic design, collection, analysis and reporting of data and

finding that are relevant to different market situation facing by the company. I had to know the

advertising effectiveness of Surf Excel and its effect on consumer buying behavior. I preparedone questionnaire, which I tested with 10 people data; it also helped me to rectify the

questionnaire where some questions were confusing the respondents.

For this synopsis, the fit with a quantitative study is better because of the need for several

different views on the questions and to decrease the factor of that different people think

differently. For quantitative, the corresponding are; structured observations, interviews and

surveys, and attitude scaling.

I used the convenience sampling method to collect the data. First of all, I interact with them and

find out 50 such customers who use the Surf Excel in daily life.

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Advertising: - Advertising is a form of communication used to influence individuals to purchase products or services or support political candidates or ideas. Frequently it

communicates a message that includes the name of the product or service and how that product

or service could potentially benefit the consumer. Advertising often attempts to persuade

potential customers to purchase or to consume a particular brand of product or service.

Medium of Advertising:-

Magazines: Print advertising describes advertising in a printed medium such as a

newspaper, magazine, or trade journal. This encompasses everything from media with a

very broad readership base, such as a major national newspaper or magazine, to more

narrowly targeted media such as local newspapers and trade journals on very specialized

topics. A form of print advertising is classified advertising, which allows private

individuals or companies to purchase a small, narrowly targeted ad for a low fee

advertising a product or service.

Television: The TV commercial is generally considered the most effective mass-market

advertising format, as is reflected by the high prices TV networks charge for commercial

airtime during popular TV events. The annual Super Bowl football game in the United

States is known as the most prominent advertising event on television. The majorities of

television commercials feature a song or jingle that listeners soon relate to the product.

Radio: Radio advertising is a form of advertising via the medium of radio. Radio advertisements

are broadcasted as radio waves to the air from a transmitter to an antenna and a thus to a

receiving device. Airtime is purchased from a station or network in exchange for airing the

commercials.

Billboards: Billboards are large structures located in public places which display

advertisements to passing pedestrians and motorists. Most often, they are located on

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main roads with a large amount of passing motor and pedestrian traffic; however, they

can be placed in any location with large amounts of viewers, such as on mass transit

vehicles and in stations, in shopping malls or office buildings, and in stadiums.

Online advertising: Online advertising is a form of promotion that uses the Internet and

World Wide Web for the expressed purpose of delivering marketing messages to attract

customers. Examples of online advertising include contextual ads on search engine

results pages, banner ads, Rich Media Ads, Social network advertising, online classified

advertising, advertising networks and e-mail marketing, including e-mail spam.

COMPANY PROFILE

Fast Moving Consumer Goods (FMCG) goods are popularly named as consumer packaged

goods. Items in this category include all consumables (other than groceries/pulses) people buy at

regular intervals. The most common in the list are toilet soaps, detergents, shampoos, toothpaste,

shaving products, shoe polish, packaged foodstuff, and household accessories and extends to

certain electronic goods

The FMCG sector is the fourth largest sector of Indian economy. The Indianrural market with its vast size and demand base offers a huge opportunity for investment. Rural

India has a large consuming class with 41 per cent of India middle-class and 58 per cent of the

total disposable income. It has a strong MNC presence and is characterized by a well established

distribution network, intense competition between the organized and unorganized segments and

low operational cost. The top most players in this sector are:

Hindustan Unilever Limited

ITC

Asian Paints

Proctor And gamble

Cadbury India

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Hindustan Unilever Limited is one of the earliest MNCs to have entered India. It was in the

summer of 1888 that Unilever of England first marketed Sunlight soap in INDIA. In 1931,

Unilever set up its first Indian subsidiary, Hindustan Vanaspati Manufacturing Company,

followed by Lever Brothers India Limited (1933) and United Traders Limited (1935). These

three companies merged to form HUL in November 1956.

HULs business activities are divided into four broad areas:

1. Home and personal care (personal wash, home care, skin care, hair care, deodorants andtalcs, cosmetics)

2. Foods (tea, coffee, branded staples, ice creams, Modern Foods ranges)

3. New Ventures (Hindustan Lever Network, Ayush ayurvedic products and services, Pure

it water purifiers)

4. Exports (HPC, beverages, marine products, rice)

Surf Excel

SurfExcel, launched in 1954, is one of the oldest detergent powders in India. Initially, the brandwas positioned on the clean proposition of washes whitest. However, with the emergence ofnumerous local detergent manufacturers and the entry of other global brands,

A pioneer in the Indian detergent powder market, Surf Excel has constantly upgraded itself overthe years, to answer the constantly changing washing needs of the Indian homemaker. TodaySurf Excel offers outstanding

Stain removal ability on a wide range of stains. This means that mothers now have the freedomto let their kids experience life without worrying about stains.

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Surf Excel quick wash is powered with a path-breaking technology- it reduces waterconsumption and time taken for rinsing by 50%. It is a significant benefit, given the acute waterscarcity in most of India.

Surf Excel is available in 3 variants: Surf Excel Blue, Surf Excel Quick Wash and Surf Excel

Automatic. So whatever is the need, Surf Excel hai Na.

Review of Literature

I have gone through several studies through journal available in the campus library; from them I

got the idea that how should I proceed. It was very helpful to me because it was my first time

with such kind of research study, so I didnt know that what variables I should include in my

study. What tests can I do to make it fruitful. How should I collect the data regarding these

variables.

These literatures gave me a lot of references to handle the forthcoming problems and I came to

know the variables which determine the customer perception about the various medium of

advertisement on consumer buying behavior.

This study also told me that which test I had to do, because I had to do a comparative study also

regarding customers perception so I had to choose those variables which determine the best

advertisement media.

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So these literature reviews have helped me a lot because without that I was unable to find out the

variables and the testing methods. Any such study I didnt get but I got the study on customers

perception about Vishal Mega Mart and its impact on shopping behavior which also give some

important things that I have mentioned above.

Research and Methodology

Data Collection Procedure:-

Communication, asking questions and receiving a response in person.

Visiting the retail outlets, residents, internet and also preparation of the questionnaire

with the help of the project guide.

The primary data has been analyzed with the help of five point rating scale method. In

the five points rating the employees have chosen from options such as Strongly Agree,

Agree, Neither Agree nor Disagree, Disagree, Strongly Disagree.

5 = Strongly Agree

4 = Agree

3 = neither Agree nor Disagree

2 = Disagree

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1 = Strongly Disagree

The ratings provided by the respondents have been converted into mean scores and ranked

accordingly. Graphs and tables have also been used for analyzing the data.

Nature of Data

Primary Source: Data which is collected for the first time and for a specific purpose. So I had

to prepare one questionnaire to collect the responses from 50 people all around the Siliguri City.

Sources of Data:

Primary Data is collected from investors from the different locations in Siliguri like:

Vishal Mega Mart

Big Bazaar

Residential Complex of Eastern Bypass

Sampling Method

The selection of a sample from a defined target population requires the construction of a sampling frame.

The sampling frame is commonly prepared in the form of a physical list of population elements. A well-

constructed sampling frame allows the researcher to take hold of the defined target population without

the need to worry about contamination of the listing with incorrect entries or entries which represent

elements associated with the excluded population.

Types of Sampling:

Probability sampling: requires that each member of the defined target population has a

known, and non-zero, chance of being selected into the sample.

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Non-probability sampling: It is sometimes carried out with the (usually implied)

justification that estimates derived from the sample may be linked to some hypothetical

universe of elements rather than to a real population.

Variables: - Variables are of two types: Dependent variables and independent variables refer to

values that change in relationship to each other.

Dependent Variables: - The dependent variables are those that are observed to change in

response to the independent variables.

Independent Variables:- The independent variables are those that are deliberately manipulated

to invoke a change in the dependent variables.

Dependent Variable under study

Consumer Buying Behavior

Independent Variable under study

Advertising effectiveness tools

Newspaper

Magazine

Internet

Television

Hoardings

Questionnaire Testing:

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Once the questionnaire was prepared it was filled by at least 20 clients due to whom a number of

mistakes were identified in the questionnaire.

Problems which were overcome in revised questionnaire:

Contradictory questions were eliminated so as to remove any kind of misunderstanding

and confusion in understanding the objective of taking the information.

Conditions were given so as to make a client convenient in answering the correct

question as per our requirements.

Options were changed so as to make the data analysis easy and convenient and the

problem faced by the clients in verbalizing the information to be provided can be

eliminated.

Language of the questions was simplified so that clients can easily understand and

answer them appropriately.

Then I collected the data of 50 people through Convenience sampling and now I had to present

this data as per the given frequency, which I had collected through questionnaire.

Empirical Analysis

Serial No. Questions Respondents options

Strongly

Agree

Agree

NeitherAgree

Nor

Disagre

Disagree

Strongly

Disagr

ee

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e

1. You mostly getinfluenced by thepositive messages

shown in ads

20 10 10

2. You mostly getinfluenced by thenegative messagesshown in ads

5 5 5 25

3. I consider television asthe most trustablemedia for buying surfs

20 15 5

4. I am mostly influencedby the lady celebrity in

the ads for surfs

15 10 10 5

5. Banners hoardingsrelated to surf oftenpersuades me to makea purchase

10 10 10 10

6. I am usually influencedby the ads given inmagazines about surf

10 10 20

7. The type of animationused in surf ads helpsme in purchasing

10 10 15 5

8. The comparative adsshown during the surfads makes a goodimpact in buying aproduct

15 1

5

10

9. Window display designsof the retail outlets

selling surfs attracts meto purchase a product

20 20

10.I quite often remember theads shown on internet whilemaking purchase especially

20 10 10

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Findings and Observations

You mostly get influenced by the positive messages shown in adds

Table -1

Rating Respondent Percentages

5 50%

4 25%

3 25%

2 0

1 0

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You mostly get influenced by the negative messages shown in ad

Table-2


5 12.5%

4 12.5%

3 12.5%

2 62.5%

1 0

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I consider television as the most trustable media for buying surf

Table-3


5 50%

4 37.5%

3 0

2 12.5%

1 0

I am mostly influenced by the lady celebrity in the ads for surfs

Table-4

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5 37.5%

4 25%

3 25%

2 12.5%%

1 0

Banners hoardings related to surf often persuades me to make a purchase

Table-5


5 0

4 25%

3 25%

2 25%

1 25%

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I am usually influenced by the ads given in magazines about surf

Table-6


5 0

4 0

3 25%

2 25%

1 50

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The type of animation used in surf ads helps me in purchasing

Table-7


5 0

4 25%

3 25%

2 37.5%

1 12.5%

The comparative ad shown during the surf ads makes a good impact in buying a product

Table-8


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5 37.5%

4 37.5%

3 0

2 25%

1 0

Window display designs of the retail outlets selling surfs attracts me to purchase aproduct

Table-9


5 0

4

3 50%

2 0

1 50%

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I quite often remember the ads shown on internet while making purchase especially

related to FMCG products like surf

Table-10


5 0

4 50%

3 25%

2 25%

1 0

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CONCLUSION

As my topic is measuring the advertising effectiveness of surf excel (H.U.L) and its effect on

consumer buying behavior. Analyze, so after doing some calculation, I reached on this

conclusion that Positive message framing helps in influencing the buying behavior of customer.

There was a high correlation between the advertisement shown on television and the consumerbuying behavior. So we can say that those people who see surf advertisement on television has

more effect on consumer buying behavior and will most probably buy that product.

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APPENDICES

QUESTIONNAIRE

Name ____________

Gender Male Female

Age

Occupation Service Business Student House Wife

Scoring Key:

5 Strongly Agree 4 Agree

3 Neither Agree nor Disagree 2 Disagree

1 Strongly Disagree

Serial No. Questions Respondents options

Strongly

Agree

Agree Neither

Agree Nor

Disagree

Disagree Strongly

Disagree

1. You mostly get influenced by the positivemessages shown in ads.

2. You mostly get influenced by thenegative messages shown in ads.

3. I consider television as the most trustablemedia for buying surfs.4. I am mostly influenced by the ladycelebrity in the ads for surfs.

5 Banners hoardings related to surf oftenpersuades me to make a purchase

6. I am usually influenced by the ads givenin magazines about surf.7. The type of animation used in surf ads

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helps me in purchasing.

8. The comparative ads shown during thesurf ads make a good impact in buying aproduct.9. Window display designs of the retail

outlets selling surfs attract me to purchase aproduct.10. I quite often remember the ads shownon internet while making purchaseespecially related to FMCG products likesurf.

Journals Referred

Journals of Marketing

Books

Business Research method

Marketing Management (ICFAI)

Websites

www.hul.co.in

Moneycontrol.com

surfexcel.in

www.icmrindia.org

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Surf-advertising effectiveness on consumer buying behaviour