TERM PAPER

On

(With Regards To Cosmetic Products)

SUBMITTED TO: SUBMITTED BY:

Mrs. Arpana Katiyar GROUP-2
Govind Gupta
Hasan Kazim Jafari
Mohammad Waseem
Prateek Mishra
Rajni Katiyar
Richa Gangwar

Institute of Business Management,

C. S. J. M. University, Kanpur
MBA (Full Time) 2010-12
1
 Acknowledgement

Before we personally thanks all those who guided us in the successful completion of the

research report, we would humbly accept that the time and arena in which I had to trigger our

self off foe a win, was mostly aiding and helpful.

We express gratitude to our Lecturer Mrs. ARPANA KATIYAR, whose valuable

guidance always provide very profitable and made our efforts successful.

We would like to extend our thanks to all our teachers for their guidance and support

during the course of Research Project Report. We would also like to pay our humble regards and

thanks to all those who directly or indirectly rendered their help in completing this research

project report.

We are also thankful to all those persons who had given their valuable time to fill the

questionnaire.

GROUP 2 MEMBERS

2
 Preface

Management is essentially a flair for approaching and talking with a high degree of

sensitivity, sophistication and style. To work, to learn and to feel the pulse of corporate world and

its interface with the environment settings, management students are required to undertake the

practical training in the corporate sector.

The research on “Effect of TV commercials on consumer decision making process with

regards to cosmetic products” gives me an opportunity to apply the theory read in M.B.A.

practically.

3
 TABLE OF CONTENTS

S.NO. TOPIC

1. Executive Summary

2. Research Objective

3. Introduction

4. Research Methodology

5. Data Analysis and Interpretation

6. Findings

7. Recommendations

8. Conclusion

9. Limitations

10. Bibliography

11. Annexure (Questionnaire)

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EXECUTIVE
SUMMARY

5
 Executive Summary
The research report on “Effect of TV Commercials on Consumer Decision making Process

With Regards to Cosmetic Product” is an attempt to check the effect of T.V. ads on the

consumer decision making process.

The other objectives of the report are to know the advertising viewing habits of

consumers to know the influencing factor of the ad, to know the opinion of consumer about the

truthfulness of an ad, to compare the life style of the consumers with that shown in the ad, to

know the necessity of the celebrity in the ad, to know the advertising recall of the cosmetic

product, etc.

The research is based on primary data and the data is collected through questionnaire.

The sampling method used is simple random sampling method. The data is collected in Sitapur

City and keeping the time constraint in mind the sample size of the research is 100.

The main findings of the report are:

 Most of the people get information of any new product through T.V.

 Quality and Brand Name are the two factors, which are considered as the final purchase

decision.

 More than half of the consumers watch advertisements either regularly or very regularly.

 The consumers watch the contents of the ad to get information.

6
 Features of the product and message of the ad are the factors, which influence the

consumers most.

 The brand preference of the consumers is affected by the T.V. Commercials.

 A small segment of the respondents think that the advertisements are totally true or

reliable. All the rest of them think that they are either sometimes deceptive or mostly

deceptive.

 Half of the consumers are not able to relate themselves with the lifestyle shown in the TV

ads. This is because the people are not able to confirm the exaggeration shown in the

respect of product benefits to their own picture of reality.

 Major chunk of the respondents feel that celebrities presence in the ads is not required.

 When asked to recall an advertisement in respect of any cosmetic products, most of the

respondents were not able to recall the advertising tag lines of any product.

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RESEARCH
OBJECTIVE

8
 Research Objectives
 To study which medium is the most important source of information for the Cosmetic

customers.

 To find the preferred purchasing attributes for a Cosmetic product.

 To analyze the Advertisements viewing habits of the people.

 To find out the effect of celebrities on consumers in their purchase decision.

 To study the attitude of people towards TV programs and channels.

 To investigate and study the opinion of people for TV advertisements.

 To study the influence of TV ads on people.

 To study how TV ads influence values, lifestyle and aspirations of people.

 To study the Brand Awareness and Recall level for different brands of cosmetic products.

 To investigate the most influencing factor of TV ads.

9
INTRODUCTION

10
 Introduction

Television as advertising media used to be considered as the best media as compared to

Print and Radio to persuade the customers. There are several reasons for preferences of TV

media as compared to Radio and Print. Firstly, it attracts the attention of the viewer very easily

and creates the interest among the viewers in the theme of advertising message and injects the

desire in the minds of the public to make actions to purchase the same product. Secondly,

Television is also preferred as compared to Radio and Print due to its more coverage which can

be pin pointed to the target audience only. For instance, if a marketer has to market its products

in Punjab only he will advertise his product on the Punjabi channels like Alpha Punjabi / Punjab

Today / DD Punjabi etc. This ensures effective utilization of resources and also less wastage in

the form of unnecessary coverage to other regions where the product has no market. Thirdly,

Television advertising has wider coverage. At present television services are available to more

than 80 percent of India’s population.

The ad revenue has increased from Rs.1504 crores in 1991 to around Rs.3300 crores in

1995. This is due to satellite TV, and the availability of foreign brands. The values of ads in the

press have grown up by about Rs.800 crores. However the share of the print medium in total ad

revenue has fallen from about 70 to under 60 p.c.

Television has been the single biggest factor in opening up a huge rural market for

customer products and creating a higher level of aspirations among the huge Indian middle class-

estimated at over 150 million people.

Ads of low-priced consumer products formed 20 p.c. of print medium’s advertisements. This

segment is fast shifting to TV.

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 Television’s Effect

TV affects the behavior. Its effects were debatable since most of the studies so far

conducted are laboratory studies consisting of experiments, but their findings run contrary field

studies. TV considered a prime suspect for violent playground behavior. It is often quoted as

evidence of the adverse effect of TV. Some people argue if TV can persuade us to buy products

by airing commercials, it can affect us in many other ways too. However, selling products does

not necessarily mean changing behavior fundamentally. David Gauntlet finds no relationship

between TV and behavior. Institute of communication studies, Leeds, publishes this research

work. It is entitled “moving experience- understanding television’s influence and effects”.

We all know that TV as an advertising medium is very expensive. The amount spent on

TV advertising in India has reached considerable extent with almost Rs.4,000 crore worth of

advertising on Indian television. So, due consideration is required on the part of advertiser to

confirm that his advertisement is delivered to those for whom it is meant i.e. there is least

wastage. For this purpose, the advertising agency has to depend upon TRP (Television Rating

Points) which is supplied in India by two parallel media research institutions namely ‘TAM’

which is conducted by AC Nielson and ‘INTAM’ by ORG-Marg.

A TRP basically is a rating mechanism, which is conducted by an agency by installing

something which is generally called the people meter in 4200 houses randomly and in the year

2002 it is expected to install it in 6000 houses to make effective TRP rating for the advertisers.

This instrument is used to track the preferences of the TV audience with respect to the popular

shows and serials across different channels. The results are then compiled to get the list of most

12
frequently watched and appreciated programs of the viewers which are in turn given some

points.

It is on this basis that advertising agencies advice their clients to advertise during a

specified time slot which garners maximum viewer ship.

Also it is on the basis of these points that crore of rupees are sunk in the commercials that

latch onto the best shows on television. The agencies and media buying houses make their

decisions solely on the basis of the TRPs and account for at least 75 per cent of nationwide

billings for TV advertising. This means that at least Rs.3,000 crores worth of advertising is

virtually based on recommendations that stem from the TRPs.

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 Television Commercials

TV commercials are the advertising message that is carried in a limited time span of 10

seconds, 30 seconds or 60 seconds. The copy of the commercials includes the audio part: the

word spoken by characters and the video parts consisting of the visuals, actions and camera cues.

TV copy also includes music and sound effects.

In TV commercials, the advertiser, in effect may be visible on the screen, may chat with

the prospects and display the products, including a demonstration of its performance. TV

advertising is very nearly face-to-face personal selling, except that the communication is one-

way, and the advertiser cannot receive the viewer’s feedback or reaction while he is on air.

TV copywriters have to visualize the pictures and movements, and they should, therefore,

have an understanding of production process. Though TV is an advertising medium, it is also an

entertainment medium. The commercial must have entertainment value, but at the same time

must not obscure the sales message that is being conveyed.

TV commercials are produced at a great cost. Before production, one has to decide about

the script, the cast, the sets and the props. This is pre-shooting phase. It generally takes one to

three weeks. This is followed by a shooting phase of four to ten weeks.

This is called as production stage. After the commercial is complete, it is subjected to

post production process consisting of editing, dubbing, special effects and super-impositions.

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TV sells its advertising time in terms of 10 seconds spots or its multiples or as free commercial

time (FCT) along with sponsored programs. The DD gets revenue from the sponsors for using

FCT. The sponsors have to bear revenue charges by the DD and the cost of the program.

Alternatively, a private producer/production company is sold a time slot on a channel against

fees. The private producers get advertising time which he sells to the advertisers to recover his

costs-production as well as fees.

There are middlemen-time sellers- who buys up programs from the producers on a

minimum guarantee basis, and then sell these to advertisers and agencies, e.g., outfits like prime

time, show time and multi-channel.

These companies have two marketing teams, one for marketing the software to the

channel and the other to market the program to the advertiser.

The readers will appreciate that TV commercials are aired before the program, at the

end of the program during the course of program by taking what is called a commercial

break. TV programs are generally serialized, and are called teleserials. Though DD itself has

teleserial producers, we consider a teleserial producer as independent an individual who

evolves a script and get approval of the TV channels to become producers of that serial. This

main task is to arrange some advertisers who are generally reputed organizations in the

private or public sector as his sponsor. The sponsor actually finances the production. He

makes a pilot prototype, get approval of the channel. He then cans the first few episodes

before getting the time slot. Concept advertising of Shobha doctor originated the concept of

sponsored serials, beginning with Hum Log.

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 MERITS AND DEMERITS OF TV ADVERTISING

First let us consider some special characteristics of commercial TV. Here on national

network the advertisers reach the national market. On second channel they reach the regional

market. On satellite channels, they reach markets of several countries. TV is a home and family

medium. Viewing on TV is effortless. There is a movement so product is close to reality. For

example, an aircraft acquires a beauty not seen when flying high above in the sky or static as in

print ads. The expression of Ankita Jhaveri, the child model in Rasna ad signifies that Rasna is

very delicious. Malvika really conveyed what Frooti is all about in her rustic outfit. In India also,

we get now viewer ship data and ratings of different programs.

SPECIAL MERITS OF TV

 TV has immense impact: No other medium can ever compete TV as far as effective

presentation is concerned. It attracts attention immediately. Computer graphics has made

it still more effective. It arouses interest in the product. In print ads, these two steps

require deliberation. Here it comes spontaneously. TV commercials and sponsored

programs are impactive; even when the viewer is temporarily not before the set.

1) Excellent Quality of Production: TV’s sponsored programs and DD programs have

been improving in terms of quality- content wise as well as production wise-

consistently over a period of time. The agency exercises overall supervision. Some

sponsored programs are lavishly made. They do a lot of outdoor shooting.

2) Familiar Friendly Voices: Models are all familiar and their presence is reassuring.

The audience likes the face and welcomes it. The models attract the attention in his or

her own right. It adds to our pleasure. This is a distinct advantage of TV.

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3) Retailers also watch TV: Both consumers and distributors are TV viewers. The

retailers might miss out the ads in print media. But they are exposed to TV ads. Thus

they feel inclined to stock these products.

4) It is a Comprehensive Technique: In TV, there is a unique blend of sight, color,

movement, sound, timing, repetition, and presentation in the home. Put together it has

more attributes than any other medium. It, therefore, produces quick results. Only the

product should be a nationally marketed consumer product.

5) Evocation of Experience: It stimulates the experience of using and owning the

product.

6) Demonstration: Product benefits can be shown most effectively by TV. Benefits may

accrue over a period of time. But by using the technique of time compression, product

benefits can be shown in a 10-second spot.

7) Creative use of Environment and Mental Make-up of Viewers: The editorial

environment of sponsored program can be creatively used to produce a commercial,

e.g., circus artists can be shown using ACTION shoes before the teleserial of

CIRCUS.

8) Animation: It is possible to vest the product/logo with human qualities. Animated

characters do not alienate us.

9) Image Building: TV succeeds in building a powerful image of the

company and its products. It can also project an image of the users rendering it

excellent lifestyle advertising.

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 10) Emotional Content: TV triggers off nostalgia, tenderness, generosity, kindness and

such other emotions. The special effects enhance the impact.

SPECIAL DEMERITS OF TV ADS

1) It takes time to produce commercials and sponsored programs: This medium requires

planning and deliberation. The consent for sponsorship is hard to come by. It lacks the

flexibility of press and radio. If not rightly produced, the ads look very crude. But once

produced as per our requirements, these ads can be repeated over a period of time (Nirma

Shampoo Ad).

2) It is a Transient Medium: Here the commercial flickers for a second and goes off the

air. We work over hard with insistent jingles and repeated sales message. Sometimes, the

commercial is repeated frequently.

3) TV ads alone may not be sufficient: They need supportive ads in other media. More

than one or two spots are necessary to be as noticeable as one insertion in print.

4) Time Gap to Purchasing: If TV advertisement sinks into the mind, it is okay. But,

otherwise, a mind that is well prepared for buying a certain product cannot do so

immediately because there is a night to go by and only next morning the action can be

taken. By that time, we might not have kept the product in mind. The ‘buy now’ pressure

exerted on the TV viewers is totally wasted because the stimulus is often lost by the

following morning. This is one of the reasons what TV needs a very high frequency to

sustain the impact.

5) An Immobile Medium: Radio can be listened to either in car or while walking.

Newspapers are read in locals, offices and at many other locations. Right now, TV is
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 watched only at home. It requires a captive audience. It penetrates at home. This is an

advantage as well as disadvantage.

6) Difficult to Gain Enquiries: TV restricts itself to typical purchases. Detailed enquiries

cannot come. It is difficult to note either the telephone number or the address.

Another major problem is that too much is compressed in a TV commercial lasting for a few

seconds. It is a digest, and is easily assimilated and absorbed. At first viewing, there is

novelty. But on absorption, this wears off. On repeated viewing, it becomes monotonous.

Everything is anticipated. This problem can be overcome if we can serialize a commercial. It

is better to produce several less ambitious films than to produce one super production. Slight

changes make all the differences in results.

7) Time constraint: In a few seconds, we can put forward only one selling proposition.

8) Production Costs: Cost of producing a commercial is high as compared to costs of the

print production. The paying capacity of the client, the prevailing rates in the market, the

nature of the product, and the commercial values of the program that accompanies the

commercial determine the final production cost.

9) Hardware capability: The TV set of the viewer and its technical capability determine

the total impact of the commercial. Cinema can afford the luxury of long shots but not a

TV commercial. All commercials should be tested in real-life situations, mostly on

portable B&W sets. The color reproduction is controlled in print media, but on color TV

set the capability of the TV set itself determines the color reproduction.

10) Statutory controls: TV commercials have to conform to broadcast code strictly.

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11) Fragmentation of Audiences: All channels have a diversity of programs to attract

viewers. They intend to penetrate the viewers of other channels by a diverse program mix.

This channel penetration at the same time gives program options. This naturally leads to

fragmentation of audiences and lower regularities of viewership.

12) Effect of Clutter: The viewership of commercials is less than the viewership of the

program, which accompanies them. The lengthier the chain of commercials, the less is the

viewership. The duration of a commercial does not seem to play a significant role in brand

name recall. Top rate programs on any channel have high commercial clutter leading to

poor ad recall.

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 RESEARCH
METHODOLOGY

21
Research

The advanced learner’s dictionary of current English lays down the meaning of research

as “a careful investigation or enquiry especially through search for new facts in any branch of

knowledge”.

Redman and Mory define research as a “systematized efforts to gain new knowledge”.

In common terms research can define as scientist and systematic search for pertinent

information. On a specific topic research comprises defining problems, collecting, organizing

and analyzing data, suggesting solutions and researching conclusion so that they fit to the

suggested solutions.

Methodology

Methodology provides the way to systematically solve the problem in hand. It may be

considered as a service of studying now the research problem is being solved significantly.

The terms methodology answer in which one of the following available methods and

techniques are relevant and which are not regarding the problem in hand.

Hence when whenever a project report is written, the most important think to people mind

is the methodology should be systematic.

The methodology should be clear in the mind of the researcher because this only thing on

which the whole project is based. It provides the guidelines in the mind of researcher to carry out

the project. It provides the right approach to precede the research problem.

22
RESEARCH METHODOLOGY

Research methodology deals with the various methods of research. The purpose of the

research methodology is to describe the research procedure used in the research. Research

methodology overall includes the research design, data collection method and analysis procedure

which are used to explore the insight information from the research problem. Research

Methodology helps in carrying out the project report in by analyzing the various research

findings collected through the data collection methods

Research Process

i) Formulating the research problem

ii) Preparing the research design

iii) Determining the sample design

iv) Collecting the data

v) Analysis of the data

vi) Preparation of the report

DATA COLLECTION METHOD

The success of any project or market survey depends heavily on the data collection and

analysis. It is necessary that the data collected is a reliable data in order to achieve the research

objective. All data sources can be classified into two types as below mentioned:

23
1. PRIMARY DATA

2. SECONDARY DATA

PRIMARY DATA:- Primary data is the data, which are fresh and collected for the first

time, and are original in character. There are various Primary data collection techniques, which

have helped in data gathering.

The primary data collection technique used in the project is as follows:

a) QUESTIONNAIRE METHOD

SECONDARY DATA:- Secondary data are those data, which have been already collected

or published for the purpose other than specific research need at hand .This data is simply used

up by the researcher for his purpose of collected the data and its use is now not the same The

secondary data source here in this project are:-

a) MAGAZINES

b) WEBSITES

c) JOURNAL

SAMPLE SELECTION

After the questionnaire for the data collection is being prepared. Next step is to; identify

the universe for that the sample unit is to be chosen as it is not possible to gather information

from the entire universe.

Universe of the Study

24
 The universe of the study, We have selected all consumers residing in Kanpur region and

who shopping in Malls and nearby markets.

Sample Size

Our project Guide, keeping in view the time consideration, determined the size of the

sample arbitrarily. The sample size I have taken 100 units.

Targets Respondents

All the consumers and individuals (they were housewives, working women, students and

professionals) were our target respondents for our questionnaire.

Sampling Techniques

Sampling method indicates how the sample units are selected. In our survey we have

used Simple Random Sampling method, as it is seemed to be the most appropriate method.

Simple random sampling is also known as probability sampling method.

Marketing Research Tools

For conducting our marketing research, We have used questionnaire method for

collecting primary data and internet for secondary data. The questionnaires contained a mix of

close ended, open ended and multiple-choice questions.

25
 DATA ANALYSIS
&
INTERPRETATION

26
 % of Respondents
SOURCE OF INFORMATION ABOUT
THE PRODUCT

70% 60%
60%
50%
40%
30%
18% 14%
20%
8%
10%
0%
TV Ads Newspaper Friends Hoardings

Various sources of Info.

INTERPRETATION

Source TV Ads Newspapers Friends Hoardings Total

Percentage of Respondents 60% 18% 14% 8% 100%

Buyer is exposed to many external and internal stimuli’s that help in decision making. It

is very important to know from whom they come to know about the product knowing the source

of information is important for the study of buyer behavior.

The above table shows that TV ads are the major source of information for a two-

wheeler. Therefore companies should broadcast their ads on proper channels and appropriate

time slot keeping in mind the target segment.

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 Factors Influencing Final Purchase Decision
47%

47% Quality
25% Brand Name
10% Features
10% Price
25% 8% Availability

10% 10%
8%
BRAND NAME

AVAILABILITY
FEATURES
QUALITY

PRICE

INTERPRETATION

The external influencing factors especially the marketing stimuli’s are of great

importance since it is only through these factors that the buyers make decisions. The study shows

that buyers look for Quality followed by Brand Name, Features, Price and finally Availability.

Thus, we can say that Quality and Brand name are the two important factors which are

considered while purchasing any FMCG product.

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 Advertisements Viewing Habits

12%

43% 45%

OFTEN
REGULARLY
VERY REGULARLY

INTERPRETATION

Habits Often Regularly Very Regularly Total

% 45% 43% 12% 100%

With the advent of satellite TV channels, it can be said that there is a substantial increase

in the number of advertisements. This made more scope for consumers to watch the same ad on

different channels at different points. The study shows that 43% of the respondents watch ads

regularly whereas 45% of people are “often” viewers.

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 Preference amongst
Respondents for content of Ads
90%
80% 72%
70%
60%
50%
40%
30%
20% 11%
10% 9%
8%
0%

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es

ug
e

s
iv

iti
ar

la
at

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st

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rm

on
lm

es
fo

rs
Fi

ak
In

pe

M
ts
or
Sp

INTERPRETATION

Contents Informative Film Stars Sports personalities Makes u laugh Total

72% 11% 9% 8% 100%

While people do watch advertisements, they have different preferences for the various
things which featuring them. Respondents prefer to watch ads which fulfill their information
needs. As per the study 72% of the people preferred to watch ads because of informative reasons.
This is followed by ads which features film stars and then sports personalities- being at 11% and
9% respectively.

30
 Influence of Factors of Ad
50%

35%
FEATURES OF THE PRODUCT

MESSAGE OF THE AD
10%

5%
AMBASSADORS
BRAND

OTHERS

INTERPRETATION

Half (50%) of the respondents are influenced by the features of the product followed by

message of the Ad (35%) and well known Brand Ambassador (10%).

31
 Influence of T.V. Commercials on Brand Preference

YES

NO

45%

55%

INTERPRETATION

Influence Yes No Total

-------------- 55% 45% 100%

The image created in the ads is one of the techniques to persuade the consumers to buy

the product. This image is public impression which leads us to believe that if we buy the product

the image in the ad will become reality. Thus in one or the other way brand preference is affected

by TV commercials. This is evident from the study as 55% of the respondent said that their brand

preference is affected by TV commercials.

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INTERPRETATION
It is evident from the study that only 17% of the respondent felt that the ads are reliable.

Opinion Sometimes Reliable Mostly deceptive Total

deceptive

69% 17% 14% 100%

The remaining 83% believed that they were either mostly or sometimes deceptive. Advertising

has been blamed for exaggerating the benefits of the products and services advertised and

concealing the limitations and drawbacks. By advertising, one can fool some people for

sometime but not all the people for all times. Thus an advertisement will have to be truthful and

ethical. It should not mislead the consumers. If it so happens, the credibility is lost. What it

promises must be there in the product.

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INTERPRETATION

Comparison Not Very Similar Very similar Total

similar
50% 40% 10% 100%

It is claimed that some ads offer not only a product but also a lifestyle.

Advertisements provide picture of reality and define the kinds of people we could be and kinds

of lives we could lead. The study reveals some favourable result in this regard where almost 40%

people consider their lifestyle to be similar with that shown in the ads, and 50% considered it to

be not very similar. Advertisers should therefore try to understand the target segment, their

lifestyle, and their purchase considerations. They should show lifestyle in their ads related to the

lifestyle of the target segments. So that, a common man can associates himself with the product.

34
INTERPRETATION

Necessity No Yes Total

% 75% 25% 100%

In today’s environment, where consumers have become more conscious

about the products and advertisements, advertisers are facing difficulties in attracting the

viewers. Therefore, advertisers are looking for more creative and innovative ideas to reach

consumers in their attempt to capture their attention. One such way is the celebrities. But it is not

evident from the study as 75% of respondents feel that there is no necessity of celebrity in ads.

35
INTERPRETATION

Recall Yes No Total

% 20% 80% 100%

To measure the advertising recall, the respondents were asked to point out, if they were able
to recall any advertisement or punch line regarding any FMCG product. Only 20% of the
respondents were able to recall the ads. They were able to recall the ads of different products
such as- soft drinks, soaps, washing powder, tea etc.

36
FINDINGS

37
 Findings

 Most of the people get information of any new product through T.V.

 Quality and Brand Name are the two factors, which are considered as the final purchase

decision.

 More than half of the consumers watch advertisements either regularly or very regularly.

 The consumers watch the contents of the ad to get information.

 Features of the product and message of the ad are the factors, which influence the

consumers most.

 The brand preference of the consumers is affected by the T.V. Commercials.

 A small segment of the respondents think that the advertisements are totally true or

reliable. All the rest of them think that they are either sometimes deceptive or mostly

deceptive.

 Half of the consumers are not able to relate themselves with the lifestyle shown in the TV

ads. This is because the people are not able to conform the exaggeration shown in the

respect of product benefits with their own picture of reality.

 Major chunk of the respondents feel that celebrities presence in the ads is not required.

 Celebrity endorsement is generally preferred for such products as soft drinks, cars,

suitings, premium range products and luxurious items.

 When asked to recall an advertisement in respect of any cosmetic products, most of the

respondents were not able to recall the advertising tag lines of any product.

38
RECOMMENDATIONS

39
 Recommendations

1. Companies have to increase the awareness level in buyers through TV Advertisements

since it is one of the main sources of awareness and securing information.

2. Effective advertising is necessary to confirm the public about the right product at the

right time through the right medium. Therefore, advertisers for right media planning and

selection must know the consumer profile and the target market.

3. Brand name and Quality are two important factors which are considered while

purchasing any FMCG product. Hence, companies can emphasize on “Corporate

Advertising” and try to build a brand name.

4. Although product benefits can be shown most effectively by TV. It should not mislead

the consumers. The advertisement is judged by its impact and by its acceptance by the

consumers. What it promises must be there in the performance of products.

5. Identifying the right Celebrities for different products and the degree of influence these

celebrities have in different stages of decision making process are important objectives

for an advertiser.

40
CONCLUSION

41
 Conclusion

An attempt is made to identify the level of awareness among the

respondents towards TV advertising. From the study it is inferred that TV commercials have

considerable influence on the Buying decision as well as Brand preference of the consumers. The

celebrity endorsement is also considered to be an important part of advertisements to make them

more creative and innovative in their reach to the consumers and their attempt to capture their

attention.

Following observations are made after making an analysis of data collected from various

respondents and from general discussions with them:

1) TV ads are considered as a most important source of information among the respondents.

This highlights the role the TV commercials play in molding the buyer behavior. Thus,

purchase decision of the people is definitely impacted by advertisements.

2) Almost half of the segment of respondents likes to watch ads regularly. This means TV

outperforms other Medias as far as effective presentation is concerned. It is capable of

attracting attention immediately.

3) A significant portion of the people prefers to watch ads because of the informative

content. This is because of “evocation of experience” i.e. TV advertising easily stimulates

the experience of using and owning the product.

4) Brand preference is considered to be one of the prerequisite for brand salience—to create

the Top of the Mind Brand Awareness. TV commercials go a long way in achieving this

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 as also indicated by the study. Advertising works by reinforcing Brand preference for

mature brands.

5) A small segment of the respondents think that the advertisements are totally true or

reliable. All the rest of them think that they are either sometimes deceptive or mostly

deceptive.

6) Major chunk of the respondents feel that celebrities presence in the ads is not required.

Celebrity endorsement is generally preferred for such products as soft drinks, cars,

suitings, premium range products and luxurious items.

7) More than half of the consumers are not able to relate themselves with the lifestyle shown

in the TV ads. This is because the people are not able to confirm the exaggeration shown

in the respect of product benefits to their own picture of reality.

8) When asked to recall an advertisement in respect of any FMCG, most of the respondents

were not able to recall any advertisements or the tag lines of the products.

9) TV advertising provides a unique blend of sight, color, movement, sound, repetition and

presentation of the products. This helps TV commercials to gain advantage over other

Medias.

10) Although informative content is more liked by the respondents but with the advent of too

many satellite TV channels, the use of celebrities has become an important issue for the

advertiser. This is to make the consumer more conscious and attract towards the product.

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LIMITATIONS

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 Limitations
1. The data obtained is available to Kanpur only.

2. Human behaviour is too complex to determine. So, the information disclosed by them

may not be very accurate.

3. This research is conducted on a very small sample size i.e., 100 so it might be possible

that the information given by such respondents may not match with the reply of the

whole public of Kanpur.

4. There was a time constraint while conducting the report.

5. It might be possible that the answers given by the respondents are full of biasness.

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BIBLIOGRAPHY

46
 Bibliography

1. Chunawalla S.A, “Foundations of Advertising- Theory and Practice”, Himalaya

Publishing House, 2003.

2. Schiffman Leon G., Kanuk Leslie Lazar, “Consumer Behavior”, Pearson Education,
2004.

3. Kothari C.R, Research Methodology.

4. Ramanuj Majumdar, Consumer Behaviour – Insights from Indian Market.

5. Indian Journal of Marketing.

6. www.exchange4media.com

7. www.indiantelevision.com

8. www.rab.co.uk

9. www.google.co.uk.in

10. www.wikipedia.org

11. www.jacktv.com

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ANNEXURE

48
 RESEARCH QUESTIONNAIRE
EFFECT OF T.V. COMMERCIALS ON THE CONSUMER DECISION MAKING
PROCESS WITH REGARDS TO COSMETIC PRODUCTS

Name: ________________________________________________________
Address: ______________________________________________________
________________________________________Tel: __________________
Education________________________________Occupation_____________
Age___________Marital Status_______________

1. Where did you get information about any Cosmetic product? (Rank them from 1-5 according
to availability of sources)
a) Friends / Relatives
b) Newspaper/Magazines
c) TV Ad
d) Hoarding
e) Other (specify)
2. Rank the factors do you consider for your final purchase decision.
(Rank them from 1-5 according to your preference)
a) Features
b) Price
c) Brand Name
d) Availability
e) Quality
3. How do you rate your advertisements viewing habits?
a) Often
b) Regularly

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 c) Very Regularly
4. What do you think are the reasons for preferring the contents of the ads?
a) Makes you laugh
b) Sport personalities
c) Informative
d) Film Stars

5. What factors of an ad influence you most?

a) Well known Brand Ambassadors

b) Message of the Ad
c) Features of the product
d) Others

6. Is your Brand preference affected by TV commercials?

a) Yes
b) No
7. What is your opinion about the truthfulness of Ads?
a) Reliable
b) Sometimes deceptive
c) Mostly deceptive

8. How do you compare your lifestyle with that of shown in the Ads?
a) Very similar
b) Similar
c) Not very similar
9. Do you feel the necessity of celebrity in the Ads?
a) Yes
b) No
 If yes, in which product categories celebrity endorsement is necessary?
1. __________________________________________
2. __________________________________________
3. __________________________________________
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10. Can you recall the advertising line of any cosmetic product?
a) Yes
b) No
 If yes, which Brands?
1 __________________________________________
2 __________________________________________
3 __________________________________________
Thank you for your time

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