ACKNOWLEDGEMENT

It has been a great pleasure for me to work on this project. My sincere thanks to Ms. NEHA GUPTA for giving me an opportunity to work on this project whereby I was given an exposure to study the impact of advertisement on consumer behavior which helped me to increase the span of my knowledge and developed my thinking on more practical lines. I thank her for her guidance and support throughout the time when I was working on this project. I express my sincere thanks to my parents, friends who encouraged me throughout this project and always with me.

DECLARATION
I hereby declare that the project report entitled A Study of Impact of Advertisement on Consumer Behaviour on Durable Products which is being submitted in partial fulfillment of requirement of the course and carried out by me under the guidance and supervision of my mentor Ms. NEHA GUPTA. I further declared that I or any other person has not previously submitted this project report to any other institution for any other degree, diploma or any other person.

SHUBHANKAR RUDRA

Date: ..

TO WHOMSOEVER IT MAY CONCERN

This is to certify that student SHUBHANKAR RUDRA of BBA (2011-14) batch has completed his Major Project on A Study of Impact of Advertisement on Consumer Behavior on Durable Products under my guidance and supervision. His work is up to my satisfaction and worth appreciation. I wish him all the best for future endeavors.

Name: Project Guide:

CONTENT

S. NO.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 EXECUTIVE SUMMARY

TOPIC
INTRODUCTION OF THE STUDY SCOPE OF THE STUDY NEED OF THE STUDY OBJECTIVE OF THE STUDY IMPORTANCE OF ADVERTISEMENT LITERATURE REVIEW RESEARCH METHODOLOGY DATA ANALYSIS FINDING OF THE STUDY CONCLUSION RECOMMENDATION LIMITATION BIBIOLOGRAPHY REFRENCES QUESTIONNAIRE

Page NO.
7 8-11 12 12 12 13-14 15-21 22 23-49 50 51 52 53 54-55 56-58

S No.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

List of Table
GENDER AGE YOUR FAVORITE BRAND CHOSEN THIS BRAND ADVERTISEMENT AFFECTS THE CHOICE OF YOUR BRAND MEDIUM OF ADVERTISEMENT YOU LIKE THE MOST RECALL ANY ADVERTISEMENT OF YOUR BRAND ASPECT OF THE ADVERTISEMENT YOU REMEMBER MOST YOU RELY ON ADVERTISEMENT CHANGE YOUR PREFERENCE OF A PRODUCT BY JUST SEEING CELEBRITY IN ADVERTISEMENT PURCHASE A PRODUCT JUST BECAUSE YOUR FAVORITE CELEBRITY IS ENDORSING IT FACTORS INFLUENCED WHEN YOU SEE AN ADVERTISEMENT. PRICE OF THE PRODUCT FACTORS INFLUENCED WHEN YOU SEE AN ADVERTISEMENT. BENEFITS OF THE PRODUCT FACTORS INFLUENCED WHEN YOU SEE AN ADVERTISEMENT. BRAND ENDORSERS FACTORS INFLUENCED WHEN YOU SEE AN ADVERTISEMENT. OFFERS FACTORS INFLUENCED WHEN YOU SEE AN ADVERTISEMENT. QUALITY OF THE PRODUCT FACTORS INFLUENCED WHEN YOU SEE AN ADVERTISEMENT. USES OF THE PRODUCT FACTORS INFLUENCED WHEN YOU SEE AN ADVERTISEMENT. NECESSITY OF PRODUCT FACTORS INFLUENCED WHEN YOU SEE AN ADVERTISEMENT. OPINION OF FRIENDS ABOUT PRODUCTS FACTORS INFLUENCED WHEN YOU SEE AN ADVERTISEMENT. CELEBRITY FACTORS INFLUENCED WHEN YOU SEE AN ADVERTISEMENT. ENTERTAINMENT

Pg. No.
23 24 25 26 27 29 30 32 35 36 37 38 39 40 42 43 44 45

19 20

47 49

S No.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 GENDER AGE

List of Figures

Pg. No.
23 24 25 26 28 30 31 33 35 36 37 38 39 41 42 44 45 46

YOUR FAVORITE BRAND CHOSEN THIS BRAND ADVERTISEMENT AFFECTS THE CHOICE OF YOUR BRAND MEDIUM OF ADVERTISEMENT YOU LIKE THE MOST RECALL ANY ADVERTISEMENT OF YOUR BRAND ASPECT OF THE ADVERTISEMENT YOU REMEMBER MOST YOU RELY ON ADVERTISEMENT CHANGE YOUR PREFERENCE OF A PRODUCT BY JUST SEEING CELEBRITY IN ADVERTISEMENT PURCHASE A PRODUCT JUST BECAUSE YOUR FAVORITE CELEBRITY IS ENDORSING IT FACTORS INFLUENCED WHEN YOU SEE AN ADVERTISEMENT. PRICE OF THE PRODUCT FACTORS INFLUENCED WHEN YOU SEE AN ADVERTISEMENT. BENEFITS OF THE PRODUCT FACTORS INFLUENCED WHEN YOU SEE AN ADVERTISEMENT. BRAND ENDORSERS FACTORS INFLUENCED WHEN YOU SEE AN ADVERTISEMENT. OFFERS FACTORS INFLUENCED WHEN YOU SEE AN ADVERTISEMENT. QUALITY OF THE PRODUCT FACTORS INFLUENCED WHEN YOU SEE AN ADVERTISEMENT. USES OF THE PRODUCT FACTORS INFLUENCED WHEN YOU SEE AN ADVERTISEMENT. NECESSITY OF PRODUCT FACTORS INFLUENCED WHEN YOU SEE AN ADVERTISEMENT. OPINION OF FRIENDS ABOUT PRODUCTS FACTORS INFLUENCED WHEN YOU SEE AN ADVERTISEMENT. CELEBRITY FACTORS INFLUENCED WHEN YOU SEE AN ADVERTISEMENT. ENTERTAINMENT

19 20

48 49

EXECUTIVE SUMMARY
In the dictionary definitions of advertising it does not tell us too much about the modern uses or functions of this business tool. They tell you that Advertising means to make know, to inform, to attempt, to persuade etc. One definition, found in The Reader Digest Great Encyclopedia Dictionary, says advertising is the act or practice of attracting public notice so as to create interest or induce purchase, also any system or method used for such purposes. Many people would accept this definition as simple and compact, but it is too broad. Advertising is a non-personal, multiple presentations to the market of goods, services or commercial ideas by an identified sponsor who pays for the delivery. The objectives of the study are: 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. The limitations of the study are: The study has been conducted in the city Sahibabad. Opinion of people of other places may be different. The respondent for this study were well educated. Illiterate and less literate people might have different views. As all the primary data has been collected by discussion and interviews, there is a choice of error as people hesitate in granting correct data and sometime exaggerate the information.

INTRODUCTION OF THE STUDY

CONSUMER
A consumer is an individual who purchase or has the capacity to purchase goods and services offered for sale by marketing institutions in order to satisfy personal or household needs, wants or desires. According to a statement made by Mahatma Gandhi, consumer refers to the following, A consumer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an outsider to our business. He is part of it. We are not doing him a favour by serving him. He is doing us a favour by giving us an opportunity to do so. So consumer is like the blood of our business and also a satisfied customer is a word of mouth advertisement of a product / services.

Consumer Durables goods:

Consumer durables involve any type of products purchased by consumers that are manufactured for long-term use. As opposed to many goods that are intended for consumption in the short term, consumer durable are intended to endure regular usage for several years or longer before replacement of the consumer product is required. Just about every household will contain at least a few items that may be properly considered to be of a consumer durable nature. One of the most common of all consumer durables would be the furniture found in the home. This would include items such as sofas, chairs, tables, bed frames, and storage pieces such as chests of drawers and bookshelf units. While once thought to be limited to only items made of sturdy metal or wood, any type of furniture today that is intended for use over the period of at least a few years can rightly be classified as consumer durables. Another common example of customer durables in the possession of most households is appliances. These items may include ovens, refrigerators, toasters, and gas or 8

electric water heaters. Consumer durables of this type are intended for use on a continuing basis, and often are sold with some type of warranty or service contract that helps to ensure the appliance will continue working for an appreciable period of time. The family car is also understood to be among the various consumer durables owned by many households. Considered a major investment by many consumers, the expectation is that the vehicle will remain operational for at least the amount of time it takes for the consumer to pay off any loans associated with the acquisition. Further, consumers anticipate that the vehicle can be utilized on a regular basis without fear of being destroyed by the frequent usage.

CONSUMER PREFERENCE
All marketing starts with the consumer. So consumer is a very important person to a marketer. Consumer decides what to purchase, for whom to purchase, why to purchase, from where to purchase, and how much to purchase. In order to become a successful marketer, he must know the liking or disliking of the customers. He must also know the time and the quantity of goods and services, a consumer may purchase, so that he may store the goods or provide the services according to the likings of the consumers. Now the whole concept of consumers sovereignty prevails. The manufacturers produce and the sellers sell whatever the consumer likes. In this sense, consumer is the supreme in the market. As consumers, we play a very vital role in the health of the economy local, national or international. The decision we make concerning our consumption behavior affect the demand for the basic raw materials, for the transportation, for the banking, for the production; they affect the employment of workers and deployment of resources and success of some industries and failures of others. Thus marketer must understand this. Preference (or "taste") is a concept, used in the social sciences, particularly economics. It assumes a real or imagined "choice" between alternatives and the possibility of rank ordering of these alternatives, based on happiness, satisfaction, gratification, enjoyment, utility they provide. More generally, it can be seen as a

source of motivation. In cognitive sciences, individual preferences enable choice of objectives/goals.

The study of the consumer preference not only focuses on how and why consumers make buying decision, but also focuses on how and why consumers make choice of the goods they buy and their evaluation of these goods after use. So for success of any company or product promotion it is very necessary to depart its concentration towards consumer preference.

Consumer Acceptance
Acceptance describes consumer willingness to receive and/ to tolerate. For example, a customer might accept the occurrence of a certain number of yearly supply interruptions given a certain price. Weighing needs or preferences against provided product or service attributes results in the balance of satisfaction pointing in a negative or positive direction, depending on whether interests are conflicting or corresponding. This determines the way in which people evaluate companies or utilities performance. Only when a consumers needs for a stated good or service are met, i.e. when the service provided corresponds with their preferences, will they feel satisfied.

10

Acceptance is also used in the literature to mean an affirmative answer to a proposal. The distinction is subtle but there are occasions where consumers might not agree to a proposal yet accept the subsequent service in the sense of tolerating it.

11

OBJECTIVE OF THE STUDY

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.

SCOPE OF THE STUDY

This project helps in projecting the impact of advertisement on customers brand preference. When the customers while selecting a product or service what is the role play by advertisement. We very well know that advertisement is not only use for awareness it also play a important role in brand preference. It also shows how celebrity endorsement impact customers. The scope of study for management student gets to apply all their theoretical knowledge in the market. During study they solve the particular problem given by the market and come to know the various things practically.

NEED OF THE STUDY

As we know that every company spend a lot of money on Advertisements, Celebrities ect. Therefore Advertising is an important aspect of the companies to promote their product, and generate sales. It is also important for the companies to know whether their advertisements are effective or not, In order to check the impact of the advertisements, we have taken this as our research problem.

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IMPORTANCE OF ADVERTISEMENT

Generally, advertising is a relatively low-cost method of conveying selling messages to numerous prospective customers. It can secure leads for salesmen and middlemen by convincing readers to request more information and by identifying outlets handling the product. It can force middlemen to stock the product by building consumer interest. It can help trait dealers salesmen in product uses and applications. It can build dealer and consumer confidence in the company and its products by building familiarity. Advertising is to stimulate market demand. While sometimes advertising alone may succeed in achieving buyer acceptance, preference, or even demand for the product, it is seldom solely relied upon. Advertising is efficiently used with at least one other sales method, such as personal selling or point-of-purchase display, to directly move customers to buying action. Advertising has become increasingly important to business enterprises both large and small. Outlay on advertising certainly is the voucher. Non-business enterprises have also recognized the importance of advertising. The attempt by army recruitment is bases on a substantial advertising campaign, stressing the advantages of a military career. The health department popularizes family planning through advertising Labour organizations have also used advertising to make their viewpoints known to the public at large. Advertising assumes real economic importance too. Advertising strategies that increase the number of units sold stimulate economies in the production process. The production cost per unit of output is lowered. It in turn leads to lower prices. Lower consumer prices then allow these products to become available to more people. Similarly, the price of newspapers, professional sports, radio and TV programmes, and the like might be prohibitive without advertising. In short, advertising pays for many of the enjoyable entertainment and educational aspects of contemporary life. Advertising has become an important factor in the campaigns to achieve such societal-oriented objectives such as the discontinuance of smoking, family planning, physical fitness, and the elimination of drug abuse. Though in India, advertising was accepted as a potent and recognized means of promotion only 25 years ago, its 13

growing productive capacity and output necessitates the finding of consumers and advertising plays an important role in this process. Advertising helps to increase mass marketing while helping the consumer to choose from amongst the variety of products offered for his selection. In India, advertising as a profession is in its infancy. Because of this fact, there is a tremendous scope for development so that it may be productively used for the benefit of producers, traders, consumers, and the countrys economy. Everyday consumers are exposed to thousands of voices and images in magazines, newspapers, and on billboards, websites, radio and television. Every brand attempts to steal at least a fraction of a persons time to inform him or her of the amazing and different attributes of the product at hand. The challenge of the marketer is to find a hook that will hold the subjects attention. In helping to achieve this, use of celebrity endorsers is a widely used marketing strategy.

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LITERATURE REVIEW
Miss Amanda Spry et al, (2011) This research examines the impact of celebrity credibility on consumer-based equity of the endorsed brand. The mediating role of brand credibility and the moderating role of the type of branding (parent versus subbrand) employed by the endorsed brand on the endorser credibility-brand equity relationship are also examined. The endorser credibility-brand equity relationship was developed using associative learning principles whereas the brand signaling theory was applied to examine the mediating role of brand credibility. Results suggest endorser credibility has an indirect impact on brand equity when this relationship is mediated by brand credibility. This mediating relationship was moderated by type of branding. However, the endorser credibility-brand credibility and endorser credibility-brand equity relationships did not vary according to the type of branding employed. Zhou Dongsheng (2003) The purpose of this paper is to investigate the impact of short-term advertising on long-term sales of consumer durables and nondurables in China by using cross-sectional time-series television advertising and sales data. As China hastens its transformation to a market economy, its advertising industry has witnessed one of the fastest growth rates in the world, averaging 35% annually, far more than the country's GDP growth rate and the global advertising growth rate (Hong Kong Trade Development Council 1998; Zhou, Zhang, and Vertinsky 2002). For example, in 1996, one of the years studied in this paper, companies in China spent over U.S.$5 billion on advertising (Zenith Media 1998). Was this money well spent in creating long-term effects on sales? There has been criticism that it was not (Zhuang, Zhou, and Ouyang 2001). As the world's most populous country, with rapidly and steadily growing consumer incomes, China has become an attractive market for many multinational corporations, especially due to its recent accession to the World Trade Organization. If corporations can use their marketing budgets more effectively through cutting advertising wastage, Mark M. Moriart (2002) In this research paper addressed the question of how long the carryover effect of advertising on sales persists. Appropriate cautions are included in the conclusions reached by Clarke since the preponderance of studies that he reviewed involved mature frequently purchased low-priced products. His 15

conclusion is that, for such products, the carryover effect of advertising lasts a matter of months rather than years. The current study examines durable goods and provides preliminary evidence that for some durables, advertising effects may have a duration interval that exceeds a year. Pamela L. Alreck et al(1999) The marketer's principal objective is typically to build a relationship with buyers, rather than merely to make a single sale. Ideally, the essence of that relationship consists of a strong bond between the buyer and the brand. Outlines six strategies for building that relationship: linking the brand to a particular need; associating it with a pleasant mood; appealing to subconscious motives; conditioning buyers to prefer the brand through reward; penetrating perceptual and cognitive barriers to create preference; and providing attractive models for buyers to emulate. The choice of an individual strategy or combination depends mainly on the nature of the branded product or service. The success of the strategy depends heavily on the marketer's understanding of the preference building and bonding process. Rajagopal, (2006) the identity of brand, from the perspective of consumers, is the foundation of a good brandbuilding program. Effective brand management encompassing brand personality is of paramount importance in reaching the overall company goals of satisfaction, loyalty, and profitability. Advertising effectiveness can be measured by brand and advertising evaluations. The purpose of this paper is to analyse the strategies of effective brand building and managing the same with reference to acquiring optimum customer value for long-run competitive gains. There are many psychographic variables like emotions associated with the brand image which constitute the personality of a brand. In case typical product category advertisements are associated with negative affect, the particular advertising functions act as a counter-attitudinal message, which is more persuasive in the case of a mismatch rather than a match with the category advertisements. However, a persuasive advertising may affect consumer preferences. It will be of critical importance for future researchers and practitioners to understand the increasingly complex variety of factors underlying and influencing the linkages between brands and customer relationship. Michelle Groene (2008) The increasingly widespread use of digital video recorders (referred to as DVR from this point forward) has given consumers control over the advertising they watch or do not watch during 16

their television viewing experience. Headlines in the media have proclaimed that DVR will lead to advertisings demise, but in conducting research on this topic it would appear that the industry professionals themselves are not ready to kill the 30-second spot just yet. DVR is the latest challenge for an industry that has dealt with advertising avoidance for many years; the current broadcasting/advertising model still exists despite previous threats like cable television, the remote control and the VCR, which speaks to the resiliency of the industry. The academic and professional research on the topic finds that, like the various technological inventions before it, DVR does indeed have an impact on advertising, but the studies yield some positive results for advertisers as well. Thus, the argument that will be made that DVR is an opportunity for the advertising industry to reinvent itself and remain an effective force in the era of consumer control; using the literature that exists on the topic to determine what still needs to be researched and implementing some of these methods in order to create better, more effective advertising. Unnava & Brunkrant (1991) He did a study whose main objective was to compare the effects of varied v/s same execution of advertisements on brand name memory when the number of exposure to ads is held constant. They found out that varied advertisement executions enhance memory for brand name over repeated same executions. In varied advertisement executions learning was superior when execution remained same. (Grewal Rajdeep et al 2004) In an attempt to bring consumer psychology theories into research on the timing of repurchase of consumer durables, the authors suggest that attitude functions (knowledge, value expressive, social adjustive, and utilitarian) can help explain and predict interpurchase intervals. Adopting an interactionist perspective, the authors propose that the effect of the attitude functions is contingent on contextual factors, which they theorize as the nature of the product (along public-private and luxury-necessity dimensions) and the nature of the decision (forced or unforced purchase decision). Hypothesis testing is facilitated by survey data on actual purchase decisions and hazard models that incorporate individual heterogeneity. The results support the suggested role of attitude functions in explaining and predicting inter purchase intervals and suggest means by which managers can position their products to shorten inter purchase intervals. Fareena Sultan and Russell S. Winer, In this paper, consumers' time preferences for technology-driven consumer 17

durable innovations are examined. We calculate from survey data rates of time preference for products and product attributes. Several propositions related to these constructs are empirically tested. The results show that, over subjects, the product rate is different from the economic discount rate which captures time preferences for money that product rates of time preference vary by individual, by product and over time, and that attribute level rates of time preference may vary by attribute. . Gupta& Devi (2008) studied It will be around the impact of TV advertisements on buying pattern of adolescent girls. He found that the advertisement played a vital role in introducing a new product in the family list and making better choice during shopping. The girls utilized pocket money received every month for shopping. The adolescent girl is influenced by T.V advertisement when he purchases clothing they were guided by fashion, friend and boutiques. The respondents preferred to buy branded and standardized product which are more advertised on television. Hoek & Gendall (2006) studied concern advertising and obesity: A behavioral perspective. The study it observed the levels of obesity in the western countries has grown, and the researchers forecast a rapid growth in the medical care that a progressively more obese population will require .Policy makers have examined the factors contributing to this problem, he found advertising that promotes high fat and high sugar products to children has come under increasing secreting. This reasoning overlooks the role advertising plays in the reinforcing and normalizing behavior, however, and it assumes that only that only direct link merit regulatory attention. This study presents an alternative analysis of how marketing con tributes to obesity and uses behavior modification theory to analyses the fast-food industry's promotions. Enwalled, et al (2005). The influence of advertising on consumer brand preference. Re examined the role played by advertising influencing consumers preference for Bourn vita which is one of lading food drinks in the food and Beverage industry in Nigeria. Results revealed that both male and female and different age groups were equally. Dillon, et al.(1997). Investigated the factors affecting the consumer

behavior on durable goods and foot items. The sample consisted 150 females 75 from rural and the anther 75 urban areas from. The information about this study pointed the rural respondents given the advertisement through radio primary importance and the other media like posters and magazines were least affected, where as the urban 18

respondents were affected more by television and magazines. Various studies have been conducted on the effects of television advertisement on the Marketing operations and consumer behavior. Carolyn (1995) studied the cultural differences in message strategies in the USA and Japan; he found that the USA television commercial contained informational cues and comparative advertising compared with the Japan consumer. Muneer (1995) studied the social and economical effects of advertisement on the Saudi consumer. He found that the advertisement provides the knowledge about new products and it helps them select the best products. However, some of the study sample indicated an adverse effect of the television advertisement through encouraging the consumer to buy unneeded products. Mickel (1990 )Studied the effects of

commercial television on Iraqi consumer . The found that their television advertisement offer knowledge about the advertising company and their products .Is addition, the show time and quality of the advertisement affect, directly the consumer behavior. Jae H. Pae, et al (2002) The significant body of published work in global advertising literature focuses on the standardization and localization of the advertising campaign from a marketing strategy perspective without much concern regarding consumers response. In this research, this gap is addressed by gauging consumer perceptions of localized and standardized advertisements in Hong Kong. Consumers generally prefer locally produced to foreign-sourced commercials, irrespective of brand origin; and they exhibit more favorable attitudes toward foreign-sourced, standardized commercials in situations involving greater brand familiarity and when execution style is transformational. Therefore, well-known brands with transformational appeals are more likely to succeed when transferred to Hong Kong, while localized advertising messages will be more effective when brand familiarity is low. Priya Pankaj, et al (2010) Children differs in their cognitive ability while trying to interpret television advertisements and hence form different attitudes towards them. The purpose of this paper is to analyse the impact of children's attitudes towards television advertisements on their resultant buying behaviour. The demand for the advertised products is heavily influenced by the children's attitude towards advertisements. Further, the cognitive changes among the different age groups lead to the formation of varying attitudes towards the advertisements. Yet there are other potent factors apart from advertisements, which 19

result in the requests for a product or brand. Alex Wang, (2009) This paper aims to examine the effect of cross-channel integration of an advertiser's television spot that invited viewers to play an online game and web site that featured the game on consumers' perceived media engagement and brand attitudes. An important factor, personal involvement is also to be examined. The results reveal that interaction effects are evident between cross-channel integration of advertising and personal involvement on media engagement and brand attitudes. Eva-Lena (2006): International

Advertising and International sponsorship respectively influence the local target group in different ways, but also affect International brand , they have an impact on brand image and brand equity. More over depending on a persons age consumers view brands differently and thus have an effect on International brand alone, but also in combination with International Advertising and International sponsorship together these factors influence the way in which a brand is perceived and consequently influence consumers preferences. Gareth Parkin (2002) Positive effects of promotional mugs says that a simple mug can be such a powerful marketing and Advertising tool. By embossing your company name, logo, message, website details on promotional mugs, you can impact a message to prospective clients and those around them. By using the latest printing techniques, promotional mugs can easily be decorated to reflect your business or brand .Style and advertising message for creating strong and lasting brand recall. . Biswas S, et al(2001) Say that here is a positive, although moderate, impact of celebrity endorsements on attention and exposure of consumers. Implications for marketers as well as suggestions for future research are discussed. The article is of the view that although there is considerable risk in endorsing celebrities for products and services, the firms need to analyse the various factors that can reduce such risks and hence increase the likeability of transfer of leverage of the brand image from the celebrity to the products and services. Dix S & Pougnet S (2009) in their research have found that Athlete role model endorsers have a positive influence on young adults' product switching behavior, complaint behaviour, positive word-of-mouth behaviour and brand loyalty. This confirms the assumption that sports celebrities are important socialisation agents and can have significant impact on purchase intentions and behaviours. This research provides useful insight into the influence of athlete endorsers on young adults 20

and suggests athletes have a positive influence on young adults' behavioral intentions in switching products, generating word-of-mouth and establishing brand loyalty. Goddard L & Wilbur N (2009) in their study provide a starting-point for further research on negative information transference in the celebrity endorsement relationship. It is crucial that organizations be aware of the risks associated with using celebrities to endorse their stores and products. Given that these results provide tentative support for the commonly held belief that a decline in the celebrity's image can impact the image of the brand, it is important that retailers carefully choose an endorser who currently has a good image and will likely be able to uphold this image in the future. Strout R (2008) in his case material Pepsi and Madonna examines the use of entertainment personalities in advertising commercial products through the example of Pepsi's use of Madonna. It illustrates how companies try to tie the success of the artist to their product. The paper demonstrates the need for clear evaluation of the celebrity endorser, their public image, and if the relationship between the artist and the product applies to the advertising rules. When Pepsi picked Madonna, the choice turned out to be too hot to handle. The $5 million campaign featuring the extravagant vocalist had to be scrapped because of its links to Madonna's highly controversial "Like a Prayer" music video." David H, et al(2008) In their research topic have examined whether consumers infer that celebrity endorsers like the products they endorse, and presents a model using these inferences and other characteristics of the endorser to predict attitudes toward the endorsed product. Participants in two experiments examined written endorsement advertisements and were asked to infer the extent to which the endorser truly liked the advertised product and to rate the endorser's attractiveness, similarity to themselves, and knowledge of the product. Attitudes toward the advertisement, the endorser and the product were also measured. The resulting model indicated that product attitudes were predicted by inferences about the endorser's liking for the product and by attitudes toward the endorser.

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RESEARCH METHODOLOGY
Before examining types of research designs it is important to be clear about the role and purpose of research design. We need to understand what research design is and what it is not. We need to know where design into the whole research process from framing a question to finally analyzing and reporting data.

Research design
The purpose of the study to To Study the Impact of Advertisement on consumer behaviour. Hence descriptive research design used for this study. A survey was conducted through which an analysis was drowned.

Sample size
A sample of 100 sample was taken for the purpose of study and analysis.

Sampling unit:
Sampling unit consists of all customers having consumer durable goods in Sahibabad

Sampling technique
Convenience sampling technique (non probability sampling) was used for the survey. Questionnaire filled by the selected customers.

Data collection: data was collected through primary and secondary sources.

(1) (2)

Primary data: primary data was collected with the help of structured

questionnaire and personal interview. Secondary data: Source of secondary data was collected with help of

published reports, magazines, newspapers and the websites.

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DATA ANALYSIS Q) Population in terms of male and female used in the survey
Gender
Valid Frequency Valid Male Female Total 68 32 100 Percent Percent 68.0 32.0 100.0 68.0 32.0 100.0 Cumulative Percent 68.0 100.0

ANALYSIS: The above data shows that the Gender of the respondent. Here 68% of
respondent are male and rest 32% are female.

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Q) Age of the Population in the survey

Age
Frequenc y Valid 20 to 30 30 to 40 40 to 50 50+ Total 8 56 24 12 100 Percent 8.0 56.0 24.0 12.0 100.0 Valid Percent 8.0 56.0 24.0 12.0 100.0 Cumulative Percent 8.0 64.0 88.0 100.0

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ANALYSIS: The above data show that the age difference of the respondent. 8% of
the respondent belongs to 20 to 30 year. 56% people belong to 30 to 40. 24% belong to 40 to 50 and rests of the respondent belong to 50+age category.

Q1. Which is your favorite Brand?

Frequenc y Valid LG SAMSUN G ONIDIA SONY PHILIPS Total 30 26 15 25 4 100 Percent 30.0 26.0 15.0 25.0 4.0 100.0 Valid Percent 30.0 26.0 15.0 25.0 4.0 100.0 Cumulative Percent 30.0 56.0 71.0 96.0 100.0

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ANALYSIS: The above table show that the consumer preference regarding the
durable goods. 30% people like to LG, 26% Samsung and 25% people like Sony products. It shows that these three are the most preferable brands in the market.

Q2. Why you have chosen this Brand?

Frequenc y Valid PRICE QUALITY ADVERTISEME NTS BRAND NAME CELEBRITY Total 20 8 12 48 12 100 Percent 20.0 8.0 12.0 48.0 12.0 100.0 Valid Percent 20.0 8.0 12.0 48.0 12.0 100.0 Cumulative Percent 20.0 28.0 40.0 88.0 100.0

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ANALYSIS: When we ask to them why you chose these brands then 48% people said
that they choose these brands due to Brand Name. 20% people concern with the price and 12% said that celebrity and quality is most important for his brand preference.

Q3. Does Advertisement affect the choice of your brand?

Valid Frequency Percent Valid STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY DISAGREE Total 16 38 22 18 6 100 16.0 38.0 22.0 18.0 6.0 100.0 Percent 16.0 38.0 22.0 18.0 6.0 100.0 Cumulative Percent 16.0 54.0 76.0 94.0 100.0

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ANALYSIS: 38% people agree that advertisement affect his choice. It show that advertisement play a important role in brand preference. 22 %people are neutral and 16% people disagree he said that advertisements not affect his choice.

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Q4. Which medium of Advertisement you like the most?

Valid Frequency Percent TV RADIO NEWSPAPERS MAGAZINE INTERNET OUT DOOR MEDIA Total 30 26 9 14 18 3 100 30.0 26.0 9.0 14.0 18.0 3.0 100.0 Percent 30.0 26.0 9.0 14.0 18.0 3.0 100.0 Cumulative Percent 30.0 56.0 65.0 79.0 97.0 100.0

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ANALYSIS: 30% people said that TV is a good medium for advertisement. So we say that if company wants to communicate their customers then they choose the TV for Advertisement. 26% people said that radio is good medium and 18% people said that internet is good medium for advertisement.

Q5. Can you recall any advertisement of your Brand?

Valid Frequency Percent Valid YES NO Total 68 32 100 68.0 32.0 100.0 Percent 68.0 32.0 100.0

Cumulative Percent 68.0 100.0

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ANALYSIS: When we ask to the respondent can you recall any of the advertisement then 68% respondent can recall the past or present add. It shows that the advertisement play an important role in consumer sensory.

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Q6. Which of the following aspect of the advertisement you remember most?
Valid Frequency Percent Valid COLOR SLOGAN THEME PUNCH LINE CELEBRITY Total 4 8 20 32 36 100 4.0 8.0 20.0 32.0 36.0 100.0 Percent 4.0 8.0 20.0 32.0 36.0 100.0 Cumulative Percent 4.0 12.0 32.0 64.0 100.0

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ANALYSIS: The above table show that the aspect of advertisement which the most remember able to the customer. It show that 36% of people said that celebrity is most remember able and 32% said that Punch line is the most remember able and 20% people said that Theme is most remember able.

Q7. Do you rely on advertisement? Frequenc y Valid YES NO SOMETIM ES Total 36 21 43 100 Percent 36.0 21.0 43.0 100.0 Valid Percent 36.0 21.0 43.0 100.0 Cumulative Percent 36.0 57.0 100.0

33

ANALYSIS: The above Graph show that the reliability of the customer to advertisement. 36% of the people rely on the advertisement. 43% said that they are relying sometime. Only 21% people said that they not rely on the advertisement.

34

Q8. Do you change your preference of a product by just seeing celebrity in advertisement?
Frequenc y Valid YES NO SOMETIM ES Total 32 26 42 100 Percent 32.0 26.0 42.0 100.0 Valid Percent 32.0 26.0 42.0 100.0 Cumulative Percent 32.0 58.0 100.0

ANALYSIS: 32% of people said that they change his perception towards the product if the advertisement tries to promote the product in a better way. 26% people said that they not change his perception just seen a advertisement. And 42% people said that they sometimes change his perception. 35

Q9. Do you purchase a product just because your favorite celebrity is endorsing it? Frequenc y Valid YES NO SOMETIM ES Total 34 21 45 100 Percent 34.0 21.0 45.0 100.0 Valid Percent 34.0 21.0 45.0 100.0 Cumulative Percent 34.0 55.0 100.0

ANALYSIS: The above data show that if the favourite celebrity is endorsing a product. Then the image of the product is improved and people try to adopt these product. Because they believe that product is good. 34% people said yes. 21% said no and rest said they purchase sometime due to celebrity is endorsing it. 36

Q10. 1) Factors influenced when you see an Advertisement. Price of the product Valid Frequency Percent Valid STRONGLY AGREE AGREE SOME WHAT AGREE DISAGREE STRONGLY DISAGREE Total 22 33 18 15 12 100 22.0 33.0 18.0 15.0 12.0 100.0 Percent 22.0 33.0 18.0 15.0 12.0 100.0 Cumulative Percent 22.0 55.0 73.0 88.0 100.0

Analysis:- Price of the product is the most influencing while seeing advertisement and this is proved by the above graph which shows that 22% respondent strongly agree and 33% respondents are agree with that price of the product influence them while seeing advertisement. 18% respondent says that they are neutral or somewhat agree with the statement. Only 15% and 12% of the respondent are disagree with this particular variable. 37

2.) Factors influenced when you see an Advertisement. Benefits of the product Frequency Valid STRONGLY AGREE AGREE SOME WHAT AGREE DISAGREE STRONGLY DISAGREE Total 17 43 13 18 9 100 Percent 17.0 43.0 13.0 18.0 9.0 100.0 Valid Percent 17.0 43.0 13.0 18.0 9.0 100.0 Cumulative Percent 17.0 60.0 73.0 91.0 100.0

Analysis:- According to the above graph most of the respondent 43% of the respondent says that Benefits of the product influenced them while seeing an advertisement. Least respondent as only 9% says that they do not consider benefits of the product while seeing an advertisement. 38

3.) Factors influenced when you see an Advertisement. Brand endorser

Frequency Valid STRONG AGREE AGREE SOMEWHAT AGREE DISAGREE STRONGLY DISAGREE Total 24 28 18 19 11 100

Percent 24.0 28.0 18.0 19.0 11.0 100.0

Valid Percent 24.0 28.0 18.0 19.0 11.0 100.0

Cumulative Percent 24.0 52.0 70.0 89.0 100.0

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Analysis:- brand endorsers is the most considerable factor while seeing an advertisement. As we know brand endorser play a important role in attracting consumer attention so our study also prove this point. 24% and 28% respondent are agree with the statement that brand endorser influence them. Only 19% (disagree) and 11% (strongly disagree) with this point.

4.) Factors influenced when you see an Advertisement. Offers

Frequenc y Valid STRONGLY AGREE AGREE SOME WHAT AGREE DISAGREE STRONGLY DISAGREE Total 28 37 16 12 7 100 Percent 28.0 37.0 16.0 12.0 7.0 100.0

Valid Percent 28.0 37.0 16.0 12.0 7.0 100.0

Cumulative Percent 28.0 65.0 81.0 93.0 100.0

40

Analysis:- Promotional offer influence consumer brand preference and liking. So an advertisement having promotional offers also influence consumer brand preference and perception and this is proved by the graph. Mostly respondent 37% agree with the statement. Only 7% respondents strongly disagree with the statement.

41

5.) Factors influenced when you see an Advertisement. Quality of the product. Valid Frequency Percent Valid STRONGLY AGREE AGREE SOME WHAT AGREE DIS AGREE STRONGLY DISAGREE Total 16 41 32 4 7 100 16.0 41.0 32.0 4.0 7.0 100.0 Percent 16.0 41.0 32.0 4.0 7.0 100.0 Cumulative Percent 16.0 57.0 89.0 93.0 100.0

Analysis:- 41% of the respondent says that they are agree with quality of the product influence them while seeing the advertisement. 32% of the respondents are somewhat agree. But only 11% are disagree (7% strongly disagree) with this point. So on the basis of the result we can say that quality of the product influence consumers while seeing advertisement. 42

6.) Factors influenced when you see an Advertisement. Uses of the product

Frequenc y Valid STRONGLY DISAGREE AGREE SOME WHAT AGREE DISAGREE STRONGLY DISAGREE Total 16 45 20 14 5 100 Percent 16.0 45.0 20.0 14.0 5.0 100.0

Valid Percent 16.0 45.0 20.0 14.0 5.0 100.0

Cumulative Percent 16.0 61.0 81.0 95.0 100.0

43

Analysis:- 45% of the respondents are agree on that uses of the product influence consumers while seeing an advertisement. Only 5% of the respondent strongly disagree with the above data and said that they do not consider uses of product while seeing an advertisement. In other word we can say that Use of Product influence consumer perception while seeing an advertisement.

7.) Factors influenced when you see an Advertisement. Necessity of Product

Frequen cy Vali d STRONGLY AGREE AGREE SOMEWHAT AGREE DISAGREE STRONGLY DISAGREE Total 13 44 22 15 6 100 Percent 13.0 44.0 22.0 15.0 6.0 100.0

Valid Percent 13.0 44.0 22.0 15.0 6.0 100.0

Cumulative Percent 13.0 57.0 79.0 94.0 100.0

44

Necessity of Product
44

22 13 15 6

STRONGLY AGREE

AGREE

SOMEWHAT AGREE

DISAGREE

STRONGLY DISAGREE

Analysis:- 44% of the respondents are agree with that necessity of the product influence them, in other word only 6% of the respondent says that they are strongly disagree with this factor.

8.) Factors influenced when you see an Advertisement. Opinion of friends about products Frequen cy Valid STRONGLY AGREE AGREE SOMEWHAT AGREE DISAGREE STRONGLY DISAGREE Total 100 100.0 100.0 28 33 21 11 7 Percent 28.0 33.0 21.0 11.0 7.0 Valid Percent 28.0 33.0 21.0 11.0 7.0 Cumulative Percent 28.0 61.0 82.0 93.0 100.0

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Analysis:- Mostly respondent 33% are agree with that opinion of friend about product influenced by an advertisement. Only 7% of the respondents are against the above statement.

46

9.) Factors influenced when you see an Advertisement.

Celebrity

Frequenc y Valid STRONGLY AGREE AGREE SOME WHAT AGREE DISAGREE STRONGLY DISAGREE Total 12 42 26 13 7 100 Percent 12.0 42.0 26.0 13.0 7.0 100.0

Valid Percent 12.0 42.0 26.0 13.0 7.0 100.0

Cumulative Percent 12.0 54.0 80.0 93.0 100.0

47

Analysis:- Mostly respondents 42% are influenced by celebrity in an advertisement. Only 7% of the respondent strongly disagrees with this point. On this basis of this graph we can say that celebrity endorsement influence them while seeing an advertisement.

48

10.) Factors influenced when you see an Advertisement. Entertainment Valid Frequency Percent Valid STRONGLY AGREE AGREE SOME WHAT AGREE DISAGREE STRONGLY DISAGREE Total 19 43 14 15 9 100 19.0 43.0 14.0 15.0 9.0 100.0 Percent 19.0 43.0 14.0 15.0 9.0 100.0 Cumulative Percent 19.0 62.0 76.0 91.0 100.0

Analysis:- As we know mostly advertisement are entertaining in nature. So, mostly respondent 43% says that entertainment influence them while seeing an advertisement. Only 9% of respondent strongly disagree with this point. 49

FINDINGS
1. LG is most preferred brand followed by Samsung and Sony. 2. There is an impact of the Advertisements on the consumers regarding the choice of their brand, i.e. there is a significant relationship between advertisements and the choice of the brand. 3. The most liked medium of Advertisements is television followed by Internet and Radio media. 4. There is a great impact of the advertisements on the consumers as 68% respondents replied they do recall the advertisements of their brands. This recall helps them in decision making while making a purchase. 5. People remember different aspects of the advertisements. The most

remembered aspect by respondents is Celebrity, followed by Punch line and Theme. 6. The main four factors are most influencing the consumer preference while selecting the consumer durable goods. These are follow: Celebrity. Offers. Quality of the Product. Opinion of friends about the product.

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CONCLUSION
As we know that today market is very competitive. There is cut throat competition in the Consumer Durables industry mainly between the three big giants i.e. LG, SAMSUNG and Sony. Both are striving very hard for their market share. Therefore it becomes very hard for the companies to retain their customers. It is also evident that companies spend a huge amount on Advertisements. Therefore Advertisements are the back bone for this Industry, they act as a glue to retain their consumers and target the prospectus. Also the consumers preferences and the attitudes change with the passage of the time and age. Mediums of Advertisements also play an important role in promoting the products among the masses. Advertisements play a pivotal role in changing the consumers preference .Television is an important and effective medium used for communication with the consumers, and Internet has emerged one of the strongest medium that youngsters use to gather the information. At last we can say that there is a direct relation between Advertisements and the consumer preference which has been proved by the tests also.

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RECOMMENDATIONS
1. Companies should aggressively go for Internet marketing as there is a great scope for it because youngsters are in close contact round the clock with Internet. 2. Companies should focus on creative advertisements, because people want something different, something new that will attract their attention. 3. Companies should make use different mediums of Advertisements to cover maximum population. 4. Companies should go for Sponsorships of different events at district levels. 5. Companies should select the celebrity that has greater credibility and fan following in the particular regions. 6. Companies should promote their product on FM Radio stations in Jalandhar and almost everybody listen to FM radio Stations on their cell phones so there is a great scope for this. 7. Use of digital Billboards as images and videos change after 5 seconds on bill boards, they are attractive and they easily grab consumers attention. 8. Personal contract with the customer is best possible way to attend the customers. So the company try to make relation with the customers after sales service.

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Limitations of the Study

Limitations are always accompanied with any work. The present study has some limitations. The study has been conducted in the city Sahibabad. Opinion of people of other places may be different. The respondent for this study were well educated. Illiterate and less literate people might have different views. As all the primary data has been collected by discussion and interviews, there is a choice of error as people hesitate in granting correct data and sometime exaggerate the information. I tried to convince the respondents that the study is only meant for academic purpose, some respondents were not ready to furnish other information like who is your favorite celebrity; you rely on advertisement, which factors influence you preference.

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BIBLIOGRAPHY & REFERENCE

BOOKS REFERED
Kotler Philip (2008), Marketing Management 12th Education, PP34-42 Kotler, Philip and Pfoertsch (2006) Waldemar, 12th Ed, New Delhi, Pearson publication, PP 56-66 Shah .K and DSouza .A (2009) Advertising and Promotions :An IMC Perspective 11th Ed, New Delhi ,TMH Publications, PP359-366 Ed, New Delhi, Pearson

Journal: Fareena Sultan and Russell S. Winer, Journal of Economic Psychology Volume 14,
Issue 4, December 1993, Pages 587-61

Menon 1994: Customers' Perception Advertisements An Analytical Study , Journal of Services Marketing, Vol. 5, No. 3, pp. 39-52, September 2007 Miss Amanda Spry, Dr. Ravi Pappu, Prof. Bettina T Cornwell, (2011) "Celebrity Endorsement, Brand Credibility and Brand Equity", European Journal of Marketing, Vol. 45 Iss: 6 Zafar .B , (July 2008 ) Advertisement and its effects : a literature review Journal of Marketing Management, ICFAI,Vol.2No.2, pp 27-35. Mark M. Moriarty(2002) Journal of Business Research Volume 11, Issue 1, March 2002, Pages 127-137 Pamela L. Alreck et al(1999) JOURNAL OF PRODUCT & BRAND MANAGEMENT, VOL. 8 NO. 2 1999, pp. 130-144, Michelle Groene (2008) . Adoption of Digital Video Recorders and Advertising: Threats or Opportunities. Journal of Interactive Advertising 6.1 (2008): 51 pars. Zafar .B , (July 2008 ) Advertisement and its effects : a literature review Journal of Marketing Management, ICFAI,Vol.2No.2, pp 27-35. Erdogan(1999) "Celebrity Endorsement: A Literature Review", Journal of

Marketing Research,VOL.7No.3,pp 291-314) McCracken, Grant (1989), "Role of Advertisements and its effects?" Journal of Consumer Research, Vol.5 No.4, pp 10-21. 54

 Unnava and Brunkrant (1991) George Doukidis, Exploring Consumer Attitudes towardsAdvertising , International Journal on Media Management, Vol. 5 No. 2, pp.27-35. Rajagopal, (2006) "Brand excellence: measuring the impact of advertising and brand personality on buying decisions", Measuring Business Excellence, Vol. 10 Iss: 3, pp.56 65 Mukherjee D, AUG-2008,Impact of Advertisements on the Brand Preference Available at:- http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1444814 Hassan Muneer A (1995). Perspective of Saudi consumers a bout the Affect of economical and social adv . Dirassat magazine, folder 22,No.4 Kamins A M and Michael A.K, Celebrity Endorsements in Advertising, 11th JUN-2006 Economic Times, At www.economictimes.com/11june2006/celebrityendorsement. Biswas S, Hussain M, O'Donnell K Advertisements and Consumer Perceptions: A Cross-Cultural Study (2009) ,www.chillibreeze.com/articles/Advertisement-endorsement.asp. Dnillon,etal (1997). The factors affecting on consumer behavior durable good and foot Items. Gvpta.N .K& Devi, A.(2008). Impact of T.V. advertisements on buying pattern of adolescent girls. Government college for women, parade, Jammu and Kashmir, India

Internet
http://business.enotes.com/business-finance-encyclopedia/advertising, 2006-0408, 13.16 http://en.mimi.hu/marketingweb/lowinvolvement_products.html 2006-04-25, 14.12 http://encarta.msn.com/encyclopedia_761564279/Advertising.html 2006-04-04, 11.36 http://geoff.cox.free.fr/Docs/Text7.pdf 2006-04-10, 10.00 http://www.wisegeek.com/what-are-consumer-durables.html http://www.allbusiness.com/marketing-advertising/576118-1.html 55

ANNEXURE
QUESTIONNAIRE Dear Sir/Madam.

We are conducting this survey as a part of our BBA programme from Guru Gobind Singh Indraprastha University. The purpose of this survey is To Study the Impact of Advertisementon consumer behavior on durable products. So we would be grateful if you could spend some of your precious time in filling up this Questionnaire. Name:-. Contact No:- Gender: (1) Male (2) Female

Age:- Q1Which is your favorite Brand? LG SONY SAMSUNG PHILIPS ONIDA others

Q2 Why you have chosen this Brand? Price Quality Advertisements Brand Name Celebrity

Q3.Does Advertisement affects the choice of your brand? Strongly Agree Agree Neutral Disagree Strongly Disagree

Q4.Which medium of Advertisement you like the most? TV Magazine Radio Internet Newspapers Out Door Media others

Q5 Can you recall any advertisement of your Brand? Yes No 56

Q6 Which of the following aspect of the advertisement you remember most? Color Celebrity Slogan Theme Punch Line

Q7 Do you rely on advertisement? Yes No Sometimes

Q8 Do you change your preference of a product by just seeing celebrity in advertisement?

Yes

No

Sometimes

Q9 Do you purchase a product just because your favorite celebrity is endorsing it? Yes No Sometimes

(10) What do you want to see in a Advertisement? Which affect you preference toward the brand? (Strong Agree-1, Agree-2, Somewhat Agree-3, and Disagree-4, Strongly Disagree-5)

S No. 1

Factors

Strongly Agree

Agree Somewhat Agree

Disagree Strongly Disagree

Price of the product

Feature of the product

Brand endorsers

57

4 5

Offers Quality of the product

6 7

Use of the product Necessity of Product

Opinion of expert about product

9 10

Celebrity Entertainment

(11)What is your valuable suggestion / opinion about favorite Brand Advertisement? ............................................................................................................................................ ............................................................................................................................................ ............................................................................................................................................ ................................................

58