1

Name: Mesurani Vishal

09BT01045

Analysis of MRF Tyres advertisement in the basis of

Perceptual Selectivity Framework

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 MRF TYRES
Introduction
About Company
Title: Public
Founded : 1949(chennai)
Headquarters : Chennai, India
Industry : Manufacturing
Products : Car tyres, Motorcycle tyres

MRF is India's largest tyre manufacturing company, and among the

dozen largest worldwide. It exports to more than 65 countries.
MRF received the highest rankings in the study in four of the five
Factors Determining overall satisfaction with tyres
1)Appearance
3) Traction
2)Durability
4) Handling

History
MRF Ltd. India‟s largest manufacturer of automotive tyres and tubes, as
incorporated as private limited company in1960 to take over the business of a
partnership firm called the Madras Rubber Factory, started by late Sri. K. M Mammen
Mapillai. The company was converted into public limited company in April 1961. MRF
entered tyre manufacturing in 1962 through a technical collaboration with
Mansfield, USA. Over the years, the company has established its own R&D center
and currently functions independently.

Present

It is also involved in a range of other activities via subsidiaries. Funskool India, a Joint
venture between Hasbro and MRF, is a major toy manufacturing company in the
country. MF Pretreads offers world class precured tyre retreading service, and MRF
Muscleflex is involved in making conveyor belts. It is presently under the leadership
of Vinoo Mammen, son of the late K.M. Mammen Mappillai
Mr. Arun Mammen - Managing Director of the Company w.e.f April 1, 2004.
Other Activities

MRF has been involved in the development of cricket through its sponsorship of
many cricketers and MRF Pace Foundation. At one point of time, MRF was the bat
sponsor of world-class batsmen including Brian Lara, Sachin Tendulkar and Australian
captain Steve Waugh.
Sachin now uses Adidas bats, and MRF are currently sponsoring Gautam Gambhir
and Rohit sharma two other members of the Indian cricket team.

Recent Forays

tested to weather the toughest conditions on any road. With more than 85 tyre
variants, MRF holds the highest market share of 22% in terms of sales volume in the
tyre industry.
MRF also manufacturers its MUSCLEFLEX brand of conveyor belting at
one of the most at the most advanced “ State of the Art”, facilities in
India.
MRF pretreads is yet another innovation from MRF industries which is
the most advanced procured retreading system in India.
Become the first domestic company to venture into the niche area of
developing and manufacturing of aviation tyres branded “ Aero Muscle”
for helicopters and aircrafts which targeted the defense sector

Competitors
 Apollo tyres
 JK tyre and Ind
 Ceat
 TVS Srichakra

Strength
Established Brandname (key in the replacement Market)
Extensive distribution network.
Good R&D initiative
Weakness
Cost pressure
Pricing pressure
High Capital Intensive

Dealer Relations
 MRF has aggressively pursued a PULL Marketing Strategy
to sell its tyres.
 In a pull strategy the manufacturer uses advertising, promotion
and other forms of communication to induce the consumers to
demand the product from the dealers.
 MRF therefore almost exclusively concentrates onBrand
awareness exercises, such as advertisements and
endorsements.
 Compared to other tyre manufacturer, MRF pays a little attention
to incentivizing the dealers.
Yet dealer are motivated to stock MRF tyres simply because they have
high brand retail recall and so the customer demands it.

Collaborations
MRF had collaborated with automobile OEM‟s who source their tyres
from MRF India are:-
 Maruti
 Mahindra and Mahindra
 Tata Motors
 General Motors
 MEANING AND SIGNIFICANCE OF PERCEPTION

Perception is a cognitive process wherein an individual collects, organizes, and

interprets data from the environment to obtain a meaning from it. In fact, perception
differs from person to person for the same situation. Each person interprets the data
in their own way and may come up with different meanings. For instance, when the
boss comes to each employee’s desk, one employee might think that he/she is trying
to be friendly with the employees; another might think that the boss is keeping an
eye on the employees.
It is also possible that people’s perception of events or situations is nowhere close to
reality. People react to situations based upon their perception of reality rather than
the reality itself. Therefore, understanding the variations in the perceptions of
individuals will help in understanding their organizational behavior better. Similarly,
the perception of members in one organization differs from that of people in another
organization. It is these differences in perception that make some organizations
employ strict control over employees (as they believe that a disciplinarian
environment will ensure success in business), while others encourage team culture
and cooperation to enhance the performance of the organization.

Often confusion arises over the relationship between sensation and perception.
Behavioral theorists believe that individuals interpret situations based upon their
senses and stimulation and that this was how they gained knowledge of the world.
Individuals use their sensory organs to sense – for instance, eyes to see, ears to hear,
skin to feel, nose to smell, and tongue to taste. Therefore,sensation is the basic
behavior of individuals caused by their physiological functions.
Perception, on the other hand, involves people’s assimilation of raw data through
their senses, after which they organize and modify the data with the help of cognitive
thinking to form a coherent picture of the situation.
Sub-processes of Perception
SUB-PROCESSES OF PERCEPTION

The perceptual process of individuals passes through several sub-processes. They

are stimulus or
situation, registration, interpretation, feedback, behavior, and consequence.
Stimulus or situation is the first sub-process in the process of perception. Here
people are
confronted with an external or internal stimulus. As a result, they might experience
an immediate
sensual stimulation or the confrontation may take place with the entire physical and
socio-cultural
environment.
In Registration, the individuals record in their minds the stimulus they have received
from the
environment. Physiological mechanisms such as listening, hearing, etc. play an active
role in the
perception of individuals.
During Interpretation, people analyze the stimulus they have received. It is a
cognitive process
that is influenced by learning, motivation, and personality.
Feedback is the response individuals receive from the stimulus i.e. environmental
situations.
Feedback has an impact on the perception of individuals. For instance, if employees
receive
appreciation (feedback) from the manager for their work, then they perceive that the
manager is
satisfied with their performance. Registration, interpretation, and feedback occur
within a person
and are in response to a given stimulus from the external environment. These sub-
processes lead
to a certain behavior by the individual, which again leads to a certain consequence.

PERCEPTUAL SELECTIVITY

People are constantly exposed to various stimuli. However, sometimes the stimuli
may be so
understated that they may not even be aware of it. Individuals are prone to select
only a few
stimuli at a given time. For instance, while reading the newspaper, individuals who
are interested in
movies might read only the supplementary containing movie news. Perceptual
selectivity is further
dependent on factors such as external attention factors and internal set factors.
External Attention Factors
The external attention factors are:

Intensity

According to this principle, the intensity of the external stimulus decides the
probability of its being
perceived. For instance, a bright light is more likely to be noticed than a dim one.
Size

According to this principle, a large object is more likely to be noticed than a smaller
one. For
instance, a big super market is more easily noticed than a small grocery store.

Contrast

According to this principle, a stimulus that stands out against the expectations of
people is bound to
attract more attention. For instance, employees working at airports get so used to
the noise that
they may not notice the sounds made during the take off and landing of planes.
However, if on any
day there is some reduction in air traffic, they will notice the reduction in noise level.
Figure 9.2
represents the contrast principle.

Repetition

According to this principle, a stimulus is more likely to be noticed if it is repeated

several times.

Motion
This principle states that individuals notice objects that are in motion more than
those that are
stationary.

Novelty and familiarity

According to this principle, new objects in a familiar situation and familiar objects in
a new situation
attract people’s attention more.

Internal Set Factors

The internal set factors are:
Learning and Perception

The process of learning creates some expectations in individuals. As a result, they

tend to perceive
things in a particular way. What people see and hear is influenced by their
expectations.
Perceptual set in the workplace: Employees working in an organization for a certain
period tend
to interpret situations and events in a similar way. They might use certain phrases
that are unique
to their department or organization to symbolize certain things.
However, in general, learning leads to substantial individual differences. Every
employee interprets
a particular situation based upon his/her perception. For example, it has been
observed that in
general, the perceptions of the trade union and the management regarding the
prevailing working
conditions in an organization differ.

Motivation and perception

Perceptual selectivity is also influenced by motivation. Primary motives such as

hunger and thirst
have an impact on the perception of individuals. For instance, while walking on the
road a person
who is very thirsty might pay more attention to a store selling soft drinks.
Secondary motives such as the need for power, affiliation, and achievement also
have a major
influence on perceptual selectivity. For instance, employees who feel that they have
the need to
attain power, affiliation, and achievement might be more attentive to the different
situations in the
organizations, as they are constantly on the look-out for opportunities. Perception
may also have
an influence on motivation. For instance, some employees who are dedicated to
their work might
not mind attending office even when sick as they perceive the work to be more
important than their
health.

Personality and perception

Differences in the personality of individuals due to variances in age, gender,
experience, etc. also
might influence the perception of individuals. For instance, young managers might
complain that
senior managers are resistant to change in technology, management practices, etc.
Similarly senior
managers might complain that young managers take hasty decisions and implement
unnecessary
changes.
Factors Influencing Perception
The factors that help in shaping perception are the perceiver, the target which is
being perceived,
and the situation in which perception occurs. Although these factors help in shaping
the perception
of individuals, they also sometimes distort their perceptions.

The Perceiver

People’s personal characteristics play an important role in the way they perceive
situations, events,
objects, people, etc. The various personal characteristics can be a person’s motives,
attitudes, past
experiences, interests, and expectations.
Those who have a positive attitude toward a particular thing or situation might view
it in a
completely different way from people having a negative attitude toward it. Studies
conducted in the
field of OB have also shown that people’s perception is greatly influenced by their
unfulfilled goals
and needs.
It has been observed that people who are engrossed by their personal problems
might not be able
to concentrate on their work properly. This shows that personal interests of
individuals also have an
impact on perceptions.
People’s perceptions might also be influenced by their past experiences. For
instance, an employee
who has been reprimanded in the past by his/her superior for a minor mistake might
perceive that
superior to be a strict official.
Expectation is another characteristic that has a major impact on the perception of
individuals. For
instance, people generally perceive the products sold by reputed companies to be of
good quality.
However, expectations might also lead to distortion of perception. For instance,
policemen are
perceived as fearless and authoritative, which might not be true in all cases.

The Target

The attributes of the target (stimulus) such as motion, sound, size, etc. also affect
perception. For
instance, people who are very tall get more attention in a crowd. Sometimes people
might not
perceive the target in isolation but associate it with some other aspects or events
similar to it. In
doing so, they might group unrelated objects. This grouping is largely done on the
basis of physical
proximity of the objects in consideration. It has also been observed that the
tendency to group
objects or events is more if individuals notice a greater proximity between them.

The Situation

Situational factors in the environment such as time, location, climate, a

person’s state of mind, and
other factors play a vital role in shaping the perception of individuals.
Perceptual Organization
---------------------------------------- -------------
Analysis of advertisement of MRF Tyres on the basis
of Perceptual Selectivity Framework
EXTERNAL FACTORS WHICH INFLUENCE MY PERCEPTUAL
SELECTIVITY
NATURE OF STIMULI
In advertisement of MRF attractive pictures of MRF tyres attracts me .
LOCATION
The best location of a visual stimulus for attracting attention is in the center of the
page. In the advertisement of MRF, this thing is beautifully kept in mind.
SIZE

Objects of larger or bigger size attract more attention than the smaller ones. In an
advertisement of MRF in newspaper full page spread attract more attention than a
few lines in the classified section.

INTENSITY

The intensity principle states that more intense the external stimulus is, the more
likely is to be perceived.The louder voice used in the advertisement of MRF attracts
me and many customers compared to advertisement of other TYRES

REPETITION

The repetition principle states that a repeated external environment is more

attention- getting than a single one. Repetition increase people’s alertness to the
stimulus. ADVERTISEMENT of MRF TYRES repeatedly on TV also attract me to buy
MRF TYRES

COLOUR

 Serve to attract attention

 Bright colours and moving items are noticeable

 Effect of animation
 Attractive n bright colors of different MRF TYRES advertisements are
noticeable.The best thing about advertisement of MRF is its animation effects

CONTRAST

Consumers pay more attention to stimuli that are contrast with their
background than to stimuli that blend with it.Contrast effects in MRF AD is
very well used and it is responsible for my attraction towards it.Constrast
effects used in MRF AD is better than other tyres.

MOTION

Motion principle states that a moving object draws more attention as

compared to a stationary object. For Example: commercial on televisions
(moving ones) get more attention than print media.

MRF ads are more shown on TV than newspapers.Here in TV moving MRF

TYRES draws more attention to me.

NOVELTY & FAMILIARITY

New objects or events in a familiar setting, or familiar objects or events in new

setting draw better attention.

Innovative MRF TYRES is also an attraction point for me as it is new an

different than others.

INTERNAL FACTORS which influence me are

Personality and perception

Differences in the personality of individuals due to variances in age, gender,

experience, etc. also might influence the perception of individuals..i also like
this because of past experiences of using it and I think it will suit my
personality as it is sponsoring SACHIN TENDULKAR,BRIAN LARA and some
cricketers BAT.

Motivation and perception

Perceptual selectivity is also influenced by motivation. Primary motives such
as hunger and thirst have an impact on the perception of individuals.I m also
motivated to buy innovative products and MRF satisfies all this.Thats why I am
more attracted towards it.

Learning and perception

People perceive many things differently according to their learning and

experience of the past. If a person has wrong impression or bad past
experience of something, he see the things negative and he perceive that
thing in only negative way because it is his experience that forces him to
perceive in this way. I have very good experiences from lakme over the years
and I used APOLLO, DUNLOP, JK TYRES but these all do not prove good for me
that’s why I am forced to perceive in the way of MRF as I see other products in
negative way.

PERCEIVER

People’s personal characteristics play an important role in the way they

perceive situations, events,objects, people, etc. The various personal
characteristics can be a person’s motives, attitudes, past experiences,
interests, and expectations.

As my attitude towards MRF is positive compared to other tyres it draws more

attention towards MRF ADS.

Also my past experiences with MRF is playing very important role in perceiving
it in more effective manner.