A project report

ON
“Measuring the Advertising Effectiveness of Lenovo laptop
and Its Effect on Consumer Buying Behavior”

A PROJECT REPORT SUBMITTED TO

REGIONAL COLLEGE OF MANAGEMENT AUTONOMOUS
IN PARTIAL FULFILLMENT FOR PGDM DEGREE
Submitted By:
Prata behera
Regd. no. – 1001247147

UNDER THE GUIDANCE OF

Faculty guide:
Prof. Prabhuram Tripathy (Marketing)
Asst. Professor, RCMA, Bhubaneswar

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 ACKNOWLEDGEMENT

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

advertising of Lenovo laptop and also measure the effect on consumer buying behaviour. I
exuberantly thankful to Prof. Prabhuram Tripathy (Marketing) Asst. Professor, RCMA,
Bhubaneswar who guides me and help taking right direction in field work. I further
welcome inspiration and suggestion to make it best.

At last I thanks to all respondents, whom I interviewed and who has given me their
valuable time and views regarding this topic and they has helped me to understand the
issues related to this topic.

Pratap behera
Regd. No. 1001247147

REGIONAL COLLEGE OF MANAGEMENT AUTONOMOUS, BBSR

 Preface

This report is a humble attempt to sketch the advertising effectiveness of Lenovo laptop and

its effects on consumer buying behavior. This project report will be helpful in analysis of

perception of Customers towards advertising of Lenovo laptop and also measure the effect on

consumer buying behavior. I am very thankful to Prof. Prabhuram Tripathy (Marketing) Asst.

Professor, RCMA, who allowed me to take my project in HUL. I invite suggestion and convection

with open heart for further incorporation and improvement of this project report.

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 DECLARATION

I, pratap behera, pursuing PGDM from Regional College of Management Autonomous,

Bhubaneswar, do hereby declare that this project on “Measuring the Advertising

Effectiveness of Lenovo laptop and Its Effect on Consumer Buying Behavior” undertaken by

me is a true work of myself and is not submitted to any other university or published at
any other time before the purpose of any degree. All data regarding is solely meant for
academic use only.

Place: pratap behera

Date: Regd. No. 1001247147

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 TABLE OF CONTENT
Acknowledgements

Preface

Summary

1. Introduction
 Objectives
 Limitations
 Methodology
2. Advertising
 Introduction
 Medium of advertising
3. Company Profile
 Introduction
 Products of HUL

4. Literature Review

 Overview

5. Research & Methodology

 Data Collection and Procedure

 Sampling
 Questionnaire Testing

6. Findings & Observations

7. Conclusion Suggestions

9. Bibliography and Appendices

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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 Lenovo laptop 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. 10people.

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.

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.

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 INTRODUCTION
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 Lenovo laptop on consumer buying behavior.

 Conducting a market survey and understanding the customer perception.
 Analysis of customer awareness of product.

Limitations of Study:

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.

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 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 Lenovo laptop and its effect on consumer
buying behavior. I prepared one 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 Lenovo laptop in daily life.

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 ADVERTISEMENT
ADVERTISEMENT is a tool of marketing that disseminates information about a brand which
is aimed at a large no. of people at the same time. To reach the masses, Advertising has to
buy space or time in one or more media of mass communication such as radio, TV,
newspapers, magazines.

ROLE OF ADVERTISEMENT:

The human race in constant pursuit of fulfillment. Apart from necessities of food and shelter,
one learns to desire many things, which also become indispensible over a period of time. An
average economic system caters to the needs as well as desires of its people. Advertising is
an integral part of this activity and is one of the most visible elements in providing
information about products, services and ideas. Good advertising, however as put succinctly
by someone, is not to say anything to say everything to sell something worthwhile.

Advertising is a key element in the promotional mix of marketing. It is a tool used by

marketers to reach out to the end users of products and services. Advertising is expected to
create a brand image and build brands. it is a medicated communication which entails
buying space and time in mass media,

Objective / Functions of advertising

The purpose of advertising is nothing but to sell something -a product, a service or an idea.
The real objective of advertising is effective communication between producers and
consumers. The following are the main objectives of advertising:

1. Preparing Ground for New Product

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New product needs introduction because potential customers have never used such
product earlier and the advertisements prepare a ground for that new product.

2. Creation of Demand

The main objective of the advertisement is to create a favorable climate for maintaining of
improving sales. Customers are to be reminded about the product and the brand

4. Facing the Competition

Another important objective of the advertisement is to face to competition. Under

competitive conditions, advertisement helps to build up brand image and brand loyalty and
when customers have developed brand loyalty, becomes difficult for the middlemen to
change it.

5. Creating or Enhancing Goodwill:

Large scale advertising is often undertaken with the objective of creating or enhancing the
goodwill of the advertising company.

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
 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..

 Radio: Radio advertising is a form of advertising via the medium of radio. Radio
advertisements are broadcasted as radio waves to the air.

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 Billboards: Billboards are large structures located in public places which display
advertisements to passing pedestrians and motorists. Most often, they are located on 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.

Lenovo laptop
About Lenovo
Lenovo creates and builds exceptionally engineered personal technology, but we are much more than a tech company. We are
defining a new way of doing things as a next generation global company. That means we are years ahead of the game in terms
of understanding what it will take to win 5, 10 years from now.
Formed by Lenovo Group’s acquisition of the former IBM Personal Computing Division, Lenovo builds on its dominant
position in China to grow globally. The expansion from East to West – such as by introducing our newest products in China
and then spreading across the globe – is a new way of viewing the world, one we believe will be the way of the future.
That focus on the future is based on a strong history of success that is driving results today. Long the leader in China, Lenovo
is growing rapidly and winning market share in all parts of the world. This balanced growth is what has made Lenovo the
fastest growing major PC company and enabled us to consistently grow faster than the market.
Achieving optimal balance in all that we do is Lenovo’s operating philosophy. This mindset encompasses every aspect of
Lenovo’s business, from balancing leadership with consensus-building, to valuing both short- and long-term thinking. As a
result, we have created a balanced business model and strategy that take maximum advantage of profit and investment across
both core and new businesses. The result is balanced performance and market share growth across all regions, customer
segments, products and business models.
Our mission is to become one of the world’s great personal technology companies. We aspire to achieve this objective by
leading in three key areas:
 Personal Computers: Lead in PCs and be respected for our product innovation and quality.
 Convergence: Lead the industry with an ecosystem of devices, services, applications and content for people to
seamlessly connect to people and web content.
 Culture: Become recognized as one of the best, most trusted and most well-respected companies to work for and do
business with.

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Our Values
At Lenovo we view our culture as a critical asset as important as an effective business model. We call our culture the Lenovo
Way, and at its most basic, that culture is reflected in the statement: We do what we say and own what we do.
Our values serve as the foundation of our company and define who we are and how we work. Principal among them are:
 Serving Customers
 Trust and Integrity
 Teamwork Across Cultures
 Innovation and Entrepreneurial Spirit
Our Heritage
Lenovo came about as the result of the merger of two of the most storied companies in technology and business: Legend
Holdings in China and IBM’s Personal Computing Division in the United States. The merger was heralded as a watershed
event in global business with the potential for integrating two disparate cultures, languages, processes and markets.
As a result, Lenovo embodies the unique market possibilities in combining the best of East and West -- joining North
American and China-based technology players in the creation of a unified global PC leader with growing market positions in
developed and emerging markets alike. With more than $16 billion in annual revenue, Lenovo’s market strength spans not
only market geographies but also the world’s consumer and business PC markets.
A Worldwide Leader
Lenovo is one of the world’s largest makers of personal computers and makes the world's most innovative PCs, including the
renowned ThinkPad® notebook as well as products carrying the ThinkCentre®, ThinkStation®, ThinkServer®, IdeaCentre®
and IdeaPad® sub-brands.
Today, Lenovo is a global corporation with significant operations on six continents and operating in more than 60 countries
and selling products in 160. Everyone at Lenovo takes great pride in our ability to attract top talent from diverse backgrounds
and from around the world. We view our differences and diversity as a source of strength in building a collaborative culture
that helps us achieve our goals.
We have no world headquarters and, instead, have put in place a distributed management structure that places operational hubs
in centers of excellence around the world integrating this talented, diverse group into a cohesive Next Generation company.
Our multicultural management team is free to convene wherever and whenever it makes the most sense. Lenovo has
operations hubs in Beijing, Raleigh, NC, and Paris, a marketing hub in Bangalore, India, and major research centers in
Yokohama, Japan; Beijing, Shanghai and Shenzhen, China; and Raleigh, North Carolina.
The company employs more than 23,000 people worldwide, including 1,700 designers, scientists and engineers, representing a
broad collection of nationalities and languages but at the same time working with one unified language and vision: to build the
world’s most exceptionally engineered personal computers.
Two Roads to Creating a PC Powerhouse
In 1981, IBM launched its Personal Computing Division which literally invented personal computing with such innovations as
the first laptop computer, the precursor to the ThinkPad notebook, synonymous with innovation and quality.
In 1984, Legend Holdings was founded in China with just 11 computer scientists and $25,000 in cash, with the idea of
delivering information technology more rapidly to consumers and businesses in China.
In 2003, Legend began marketing its products under the Lenovo brand, melding the "Le" from Legend with "novo," the Latin
word for "new." It officially changed its company name from Legend to Lenovo a year later.
In 2005, Lenovo Group’s acquisition of IBM’s PC division essentially combined the market strength of Lenovo in China and
elsewhere in Asia among consumers with IBM’s leadership position in Europe and North America among business PC users.
In 2007, Lenovo launches the IdeaPad line of consumer-branded PC products and drops the use of the IBM logo on all its
products two years ahead of schedule.
In 2008, Lenovo completed its entry into the server market with the launch of the ThinkServer™ portfolio, designed to
deliver a better server experience for small and medium business customers.

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Innovation: A Core Value
Lenovo owns the greatest track record for innovation in the PC industry and remains committed to innovation in its products
and technology. Innovation is how Lenovo achieves competitive differentiation and drives new market opportunities, such as
mobile internet, digital home and cloud computing.
Lenovo’s innovation strategy is based on a two-tiered approach to solving real-world customer problems:
 Focus the majority of development on ideas that can be brought to market within 24 months
 Invest longer term in research targeting “game changing” big plays
Lenovo operates seven research and development centers and more than 46 world-class labs, including major research centers
in Yokohama, Japan; Beijing, Shanghai and Shenzhen, China; and Raleigh, NC. The company employs more than 1,700
engineers, researchers and scientists and has received more than 100 major design awards. Lenovo’s R&D centers have
produced some of the world's most important advances in PC technology, ranging from the original "bento box" PC notebook
design in 1992 to the 2008 launch of the innovative ThinkPad X300 "Kodachi," heralded as one of the world's lightest,
thinnest and most innovative full-featured notebook PCs ever. Lenovo's commitment to innovation introduces more industry
firsts and technology that sets the bar for business users as well as consumers, including:
 The LePhone smartphone that delivers fantastic style, small size and a unique interface targeting the high-growth
China mobile convergence market
 The ThinkPad Edge, providing ThinkPad quality and functionality to the sophisticated small business market
The ultimate goal of Lenovo's R&D team is to improve the overall experience of PC ownership, while driving down the cost
of ownership. The company is rich in talent, with teams that have won hundreds of technology and design awards – including
more than 2,000 patents – and introduced many industry firsts:
 TrackPoint pointing device (“the little red button”)
 ThinkPad design - one of the industry’s most silent PCs
 VeriFace: Lenovo’s face recognition technology that creates a digital map that becomes the system’s password.
 Dual-screen mobile workstation: combining unique design with complex engineering to meet the needs of high-
demand computing environments.
Our Commitment to Corporate Citizenship (CSR)
Lenovo is committed to being a responsible and active corporate citizen, consistently working to improve its business while
contributing to the betterment of our local communities, the environment and society overall. Lenovo practices corporate
citizenship in many ways:
 Product quality and safety: Lenovo is focused on the safety of our products throughout their entire lifecycle, from
manufacturing, transportation and installation to use, service and recycling or disposal.
 Safe and Healthy Workplaces: Lenovo prides itself on creating a world class experience for its at facilities across the
planet – from our headquarters and sales offices to our R&D labs to the manufacturing floor. In addition to meeting
the legal requirements of the countries in which we do business, we ensure our employees have safe equipment and
facilities; offer competitive compensation packages; and support stringent voluntary workplace safety standards.
 The Highest Ethical Standards: Lenovo is committed to the highest standards of integrity and responsibility,
including respecting and protecting intellectual property. We provide guidance to every employee on a wide range of
issues concerning ethical business practices, securities trading, health and safety, and compliance with government
regulations.
 Concern for the environment: Lenovo is committed to environmental responsibility in all aspects of its business,
from product design and supplier selection to manufacturing, facilities management, transportation and logistics and
product lifecycle management, including recycling and reuse.
 Donating time and resources to philanthropy: Lenovo and its employees are committed to helping those less
fortunate and, when disaster strikes, to lend a helping hand to those who can no longer provide for themselves. Soon after
the devastating earthquake in Sichuan Province in May, 2008, nearly 4,000 Lenovo employees made financial

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donations for disaster relief while hundreds more lined up to donate blood. In addition,
Lenovo has committed 1% of its pre-tax income to programs and initiatives that serve
society to address issues in areas of great need, no matter where those areas or issues
happen to be.
Our Competitive Spirit
Lenovo’s thirst for excellence extends from our products to our sponsorships. The global
spotlight shone brightly on the Lenovo brand during the 2008 Olympic Games in Beijing,
where the company leveraged its role as a global partner of the International Olympic
Committee and presenting sponsor of the Olympic Torch Relay.
What's more, Lenovo demonstrated its technical strengths in delivering a flawless
performance that met the unprecedented demand of the Beijing Games. A network of
30,000 pieces of equipment, including desktop and notebook computers, touch-screen
devices and printers supported by more than 600 Lenovo engineers.
Building on the success of its sponsorships of the Beijing Olympic Games, Lenovo
performed a similar role in providing technology and support for the Shanghai World Expo
in 2010.

RESEARCH AND METHODOLOGY

Data Collection Procedure

Communication, asking questions and receiving a response in person

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; 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.

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Nature of Data

1. 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 40 people all around
the City.
Sources of Data:

 Primary Data is collected from investors from the different locations in BBSR like:
 From my friends
 From college

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:

 Non-probability sampling:

Type of Sampling adopted under study: Convenience sampling

A sample of convenience is the terminology used to describe a sample in which elements
have been selected from the target population on the basis of their accessibility or
convenience to the researcher. Convenience samples are sometimes referred to as
‘accidental samples’ for the reason that elements may be drawn into the sample simply

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because they just happen to be situated, spatially or administratively, near to where the
researcher is conducting the data collection.

The main assumption associated with convenience sampling is that the members of the
target population are homogeneous. That is, that there would be no difference in the
research results obtained from a random sample, a nearby sample, a co-operative sample,
or a sample gathered in some inaccessible part of the population.

Variables:
Variables are of two types: Dependent variables and independent variables refer to values that
change in relationship to each other.

 Dependent Variables:

 Independent Variables:

Dependent Variable under study

Consumer Buying Behavior

Independent Variable under study

Advertising effectiveness tools

 Newspaper

 Magazine

 Internet

 Television

 Hoardings

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Questionnaire Testing:

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.

FINDINGS AND OBSERVATIONS

You mostly get influenced by the positive messages shown in adds
Table -1

Rating Respondent Percentages

5 50%

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 4 25%

3 25%

2 0

1 0

6 50%

5
25%
4
25% Table -1
3 Respondent
Percentages
5 0
2 4 0
Table -1 Rating
3
1 2
1
0
1 2 3 4 5

INTERPRETATION:
Here the above chart describes that, out of the total 100 per cent 50 percent belongs to
strongly agree, only 25% belongs to agree, 25% belongs to neither agree nor disagree, 0%
belongs to DIS –agree and only 0% strongly dis agree.

You mostly get influenced by the negative messages shown in ad

Table-2

Rating Respondent Percentages

5 12.5%

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 4 12.5%

3 12.5%

2 62.5%

1 0

6
12.50%
5
12.50%
4 Respondent
12.50% Percentages
3 62.50%
Rating
5
2 4
3 0
1 2
1
0
1 2 3 4 5

INTERPRETATION:

Here the above chart describes that, out of the total 100 per cent 12.5 percent belongs to
strongly agree, only 12.5% belongs to agree, 12.5% belongs to neither agree nor disagree,
62.5% belongs to DIS –agree and only 0% strongly dis agree

I consider television as the most trustable media for buying Lenovo laptop

Table-3

Rating Respondent Percentages

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 5 50%

4 37.5%

3 0

2 12.5%

1 0

6 50%
37.50%
5

4
0
Respondent
3 12.50% Percentages
5 Rating
2 4 0
3
1 2
1
0
1 2 3 4 5

INTERPRETATION:

Here the above chart describes that, out of the total 100 per cent 50 percent belongs to
strongly agree, only 37.5% belongs to agree, 0% belongs to neither agree nor disagree,
12.5% belongs to DIS –agree and only0% strongly dis agree .

I am mostly influenced by the lady celebrity in the ads for Lenovo laptop
Table-4
Rating Respondent Percentages
5 37.5%

REGIONAL COLLEGE OF MANAGEMENT AUTONOMOUS, BBSR

 4 25%
3 25%
2 12.5%%
1 0

6
35.00%
5
27%
4
23%
3 Respondent
13% Percentages
5 Rating
2 4
3 2%
1 2
1
0
1 2 3 4 5

INTERPRETATION:

Here the above chart describes that, out of the total 100 per cent 35 percent belongs to
strongly agree, only 27% belongs to agree, 23% belongs to neither agree nor disagree, 13%
belongs to DIS –agree and only 2 % strongly dis agree

Banners hoardings related to Lenovo laptop often persuades me to make a purchase

Table-5
Rating Respondent Percentages

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 5 0
4 25%
3 25%
2 25%
1 25%

6
7%
5
20%
4
25%
30% Respondent
3
Percentages
5 Rating
2 4
3 18%
1 2
1
0
1 2 3 4 5

INTERPRETATION:

Here the above chart describes that, out of the total 100 per cent 7 percent belongs to
strongly agree, only 20% belongs to agree, 25% belongs to neither agree nor disagree, 30%
belongs to DIS –agree and only 18% strongly dis agree

I am usually influenced by the ads given in magazines about Lenovo laptop

Table-6

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 Rating Respondent Percentages
5 0
4 0
3 25%
2 25%
1 50

5 0

6%
4
27%
3 Respondent
Percentages
5 25%
Rating
2 4
3 42%
1 2
1
0
1 2 3 4 5

INTERPRETATION:

Here the above chart describes that, out of the total 100 per cent 0 percent belongs to
strongly agree, only 6% belongs to agree, 27% belongs to neither agree nor disagree, 25%
belongs to DIS –agree and only 42% strongly dis agree

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 The type of animation used in Lenovo laptop ads helps me in purchasing

Table-7

Rating Respondent Percentages

5 0

4 25%

3 25%

2 37.5%

1 12.5%

0
5
30%

4
20%
3 Respondent
5 37.50% Percentages
2 Rating
4
3 12.50%
1 2
1
0
1 2 3 4 5

INTERPRETATION:

Here the above chart describes that, out of the total 100 per cent 0 percent belongs to
strongly agree, only 30% belongs to agree, 20% belongs to neither agree nor disagree,
37.5% belongs to DIS –agree and 12.5 % belongs to strongly dis -agree.

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

Table-8
Rating Respondent Percentages
5 37.5%
4 37.5%
3 0
2 25%
1 0

0
5
30%

4
20%
3 Respondent
5 37.50% Percentages
2 Rating
4
3 12.50%
1 2
1
0
1 2 3 4 5

INTERPRETATION:

Here the above chart describes that, out of the total 100 per cent 0 percent belongs to
strongly agree, only 30% belongs to agree, 20% belongs to neither agree nor disagree,
37.5% belongs to DIS –agree and 12.5 % belongs to strongly dis -agree.

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Window display designs of the retail outlets selling Lenovo laptop attracts me to purchase
a product

Table-9

Rating Respondent Percentages

5 0

3 50%

2 0

1 50%

6
5%
5
15%
4
35%

3 Respondent
5 0 Percentages
2 4 Rating
45%
3
1 2
1
0
1 2 3 4 5

INTERPRETATION:

Here the above chart describes that, out of the total 100 per cent 5 percent belongs to
strongly agree, only 15% belongs to agree, 35% belongs to neither agree nor disagree, 0%
belongs to DIS –agree and only 45%strongly dis agree .

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 I quite often remember the ads shown on internet while making purchase especially related to
electronic products like Lenovo laptop

Table-10

Rating Respondent Percentages

5 0

4 50%

3 25%

2 25%

1 0

8%
5 42%

4
25%

3 Respondent
22%
5 Percentages
2 4 3% Rating
3
1 2
1
0
1 2 3 4 5

INTERPRETATION:

REGIONAL COLLEGE OF MANAGEMENT AUTONOMOUS, BBSR

Here the above chart describes that, out of the total 100 per cent 8 percent belongs to
strongly agree, only42% belongs to agree, 25% belongs to neither agree nor disagree, 22%
belongs to DIS –agree and only 3% strongly dis agree.

CONCLUSION

 As my topic is measuring the advertising effectiveness of Lenovo laptop

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 consumer buying behavior.

 So we can say that those people who see Lenovo laptop advertisement on

television has more effect on consumer buying behavior and will most

probably buy that product.

REGIONAL COLLEGE OF MANAGEMENT AUTONOMOUS, BBSR

 BIBLIOGRAPHY
Journals Referred
Journals of Marketing

Books

Business Research method by C.R KOTHARI

Marketing Management

Websites
www.lenovo.com

Moneycontrol.com

google.com

REGIONAL COLLEGE OF MANAGEMENT AUTONOMOUS, BBSR

QUESTIONNARIE DESIGN ON ADVERTISEMENT OF SURF EXCEL
Respected Sir/ Madam,
I Sri pratap behera doing survey on Lenovo laptop This questionnaire
design is prepared for the partial fulfilment of PGDM degrees in Regional College of
management autonomous. Information will kept full confidential and will be used
only for the project analysis. Your cooperation will be highly obliged.

PERSONAL DETAILS

Name :
Age :
Occupation :
Address :
E-mail :
QUESTIONNARIES
Scoring Key:

5 – Strongly Agree 4 – Agree

3 – Neither Agree nor Disagree 2 – Disagree

1 – Strongly Disagree

Q1. Which media gets your attention?

REGIONAL COLLEGE OF MANAGEMENT AUTONOMOUS, BBSR

 a) News papers
b) Radio
c) Television
d) Word of mouth
Q2.Have you seen the advertisement of the surf excel made by the company?
a) Yes
b) No
c) Don’t say
Q3. How does an advertisement affect you?
a) Positive impression
b) Interest
c) Recall
d) Desire to purchase/explore
Q4.Do you think that advertisement made by the surf excel company informs you about their
Product and brand image of the company?
d) Yes
e) No
f) Don’t say
Q5.Do you think this advertisement plays a major role in setting a washing powder?
a) STRONGLY AGREE
b) AGREE
c) STRONGLY DISAGREE
d) DON’T KNOW
Q6. Does the picture of a famous personality in the TV advertisement make you think that?
a) The product is of high quality
b) It must be expensive
c) The company must be big
d) The brand is facing intense competition
e) It does not affect you
Q7. How would you rating the quality of this advertisement among the other advertisements? (1st,
2nd, 3rd, 4th)

a) Excellent
b) Good

REGIONAL COLLEGE OF MANAGEMENT AUTONOMOUS, BBSR

 c) Average
d) Poor
Q8.Are you aware of tagline” 'DAAG ACHCHE HAIN” in the advertisement of surf excel?
a) Yes
b) No
c) Don’t say

Q9.Are you think that THE tagline “ 'DAAG ACHCHE HAIN”of surf excel effects the
customers mind perception?
a) Yes
b) No
c) some what
d) Don’t say
Q10.Do you think the company is doing right Choice by involving the children without
any celebrities in their advertisement of surf excel?
a) Yes
b) No
c) Don’t say

Q11.what features create in your mind by seeing surf excel children advertisement?
Q12.Would you think this advertisement can promote their product in the target
market?
a) Yes
b) No
c) some what
d) well
e) Don’t say
Q13.is there any modification required in this advertise of surf excel?
a) Yes
b) No

REGIONAL COLLEGE OF MANAGEMENT AUTONOMOUS, BBSR

 c) Don’t say
Q14.can this advertisement change the customer mind perception those who are not
using this product?

a) STRONGLY AGREE
b) AGREE
c) STRONGLY DISAGREE
d) DON’T KNOW

Q15.Do you think that the company tries to change the life style, high standard of
performance of employees and consumer behavior of the society?
a) Yes
b) No
c) some what
d) Don’t say
Q16. Are you recommended others to use this product?
a) STRONGLY AGREE
b) AGREE
c) STRONGLY DISAGREE
d) DON’T KNOW

Name :prafulla ku. panda

Regd no: 1001247099

REGIONAL COLLEGE OF MANAGEMENT AUTONOMOUS, BBSR

REGIONAL COLLEGE OF MANAGEMENT AUTONOMOUS, BBSR