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Introduction to Research Methodology

Research is common parlance refers to a search for knowledge. One


can also define research as a scientific and systematic search for
pertinent information on a specific topic. In fact, research is an art of
investigation. According to Clifford Woody research comprises
defining and redefining problems, formulating hypothesis or
suggested solutions, collecting, organizing and evaluating data,
making deductions and reaching conclusions; and at last carefully
testing the conclusions to determine whether they fit the
formulating hypothesis. Like every subject this topic of the
handloom sector has also been thoroughly researched and the
relevant information has been rightly used.

There are two methods of collecting data. They are:


Primary Data:It is a term for data collected on source which has not been
subjected to processing or any other manipulation. It is the Data
that has been compiled for a specific purpose, and has not been
collated or merged with others. Primary data is always collected
from firsthand experience
Secondary Data: Secondary data is data collected by someone other than the user.
Common sources of secondary data include censuses, surveys,
organizational records and data collected through qualitative
methodologies or qualitative research. The investigator conducting
the research, by contrast, collects primary data.
Purpose of survey: The main purpose of conducting the survey was
to analyze the importance of communication in the form of
advertisements while deciding to buy a product or a service.
Methodology followed: For our report, we have used primary data.
We have floated a survey of 6 questions.
Audiences: Our audiences include college students, housewives,
businessmen and servicemen.

The primary research was conducted with an aim to understand


whether communication in the form of advertisements influences
customer-buying behavior. The questionnaire consisted of 6
questions with special focus on TATA NANO, FEVICOL and 5 STAR
advertisements. This was done as these three brands were specially
focused on during the presentation as well. The questionnaire is as
follows:

Question 1: Do you purchase a product influenced by the


advertisement?
Question 2: Which newspaper ad do you recall instantly?
Question 3: Which TV ad do you recall instantly?
Question 4: What do you think FEVICOL ads communicate to
public?
Question 5: What do you think TATA NANO ads communicate
to public?
Question 6: What do you think 5 STAR ads communicate to
public?

We have chosen these questions, as these three products have been


pioneers in advertisements, both for right and wrong reasons. These
questions helped us analyze the importance of advertisements while
marketing products.
We can see the findings of these questions as follows:

Question 1: Do you purchase a product influenced by the


advertisement?

Here, we see that customers are influenced by advertisements and


purchase a product. 63% of the customers are influenced by product
communication. This shows that a company should advertise a
product as they influence majority of the population.

Question 2: Which newspaper ad do you recall instantly?

This question shows that even after being in the industry for a very
long period of time, Amuls advertisements are able to attract the
attention of people towards them. Amul majorly advertises through
print advertisements and it is very quick to use current happenings
as a base for its advertisements. Even Colgate has been able to
attract the attention of customers. However, we see how Renaults
advertising strategies have not worked very well in comparison to
the above brands.

Question 3: Which TV ad do you recall instantly?

This question shows us the recall value of different brands. We see


that both Axe and Pepsi/Coke have a good recall value among
customers. Both the brands are able to attract the attention of
customers for a long period of time. The higher the recall value of
an advertisement is, the better it is for any product/brand.

Question 4: What do you think FEVICOL ads communicate to


public?

This questions shows what fevicol communicates to customers


about it. We see that a majority of customers feel that the
advertisement talks about fevicol being an adhesive. However, we
also see that a high percentage of customers feel that fevicol
communicates nothing about itself through its advertisements.
Hence, this might prove to backfire for fevicol in the long run.
Fevicol needs to ensure that its advertisements communicate
something specific to the public.

Question 5: What do you think TATA NANO ads communicate


to public?

Tata Nano advertisements communicate to the public about it being


an affordable and a low class car. We see that people majorly
perceive it to be a low class car. As a result of this, people did not
want to buy this car as they felt that it would leave a negative
impression about them. They did not want to be perceived as people
riding a low class car. Hence, Nanos sales were very badly affected
by this. Nano failed initially because of this same reason.

Question 6: What do you think 5 STAR ads communicate to


public?

Five star advertisements justify the stickiness of the chocolate. Five


star contains caramel, chocolate and nova. This mixture makes it a
sticky chocolate. A lot of people do not prefer five star because of its
stickiness wheras a lot of people like it for the same reason. Hence,
the USP of five-star is its stickiness. The advertisements highlight
the USP of five-star.
ANALYSIS AND FINDINGS OF PRIMARY RESEARCH

People are influenced by the advertisements, be it of any


category Print, TV, OOH
In case of Newspaper ads, Humor and Sensitivity appeals work
more than romance / youth / sex appeals
People tend to remember AMUL ads more than Renault
which is also a frequent print advertiser
In case of TV ads, youth / sex/ romance appeals are more
influential than rational appeal
People tend to remember ads of AXE and Pepsi/Coke
more than Fair & Lovely which targets rational appeal