IBMR IPS ACADEMY, Indore Institute of Management
A MAJOR RESEARCH PROJECT On “THE EFFECT OF PRINT MEDIA ADVERTISING ON THE PURCHASING
BEHAVIOUR
OF THE CUSTOMERS IN INDORE CITY”
Submitted to Devi Ahilya Vishwavidyalaya, Indore for the partial fulfillment for the degree of Master of Business Administration (2012-2014)
Guided By:
Submitted By:
Prof. Anita Ahuja
Ritesh Chouhan M.B.A.-III Semester
INDEX
CHAPTER NO.
TITLE Introduction
Review of Literature
Rationale of the study
Objectives of Study
Research Methodology
Research Design
Sample Size
Tools used for Data Collection
Tools used for Data Analysis
Hypothesis
Bibliography
PAGE NO.
INTRODUCTION Print Media Print is one of the most important marketing tools available to your business. We custom design and print Brochures, Business Cards, Flyers, Postcards and more! We help our clients provide valuable information to their respective audiences and target ma rkets with our premium quality print products. Hundreds of small businesses trust Blue Link Design not only for web design but also for their print product needs. In this electronic age, people will often ask, “What is the value of print media ”? To answer this question, one must first understand its nature. Firstly, it is highly accessible. Newspapers and magazines, for instance, provide breaking and established news respectively and where they score over their electronic counterparts is in their ease of ac cessibility. To get the results of yesterday’s rugby game, one is unlikely to need anything more complicated than a pair of spectacles when consulting a newspaper and, despite the hopes of “Dell” and “Hewlett Packard”, most readers still does not own a laptop. What is best about print media though, is perhaps its direct relevance to most readers. A local newspaper will always carry content that is predominantly local and only the most significant national and international stories are normally included. Sports results will relate mainly to local games and much of the advertising content will promote local businesses and thus be relevant to local consumers. Many publications, such as angling and pop music magazines, appeal to specific niche groups and present an ideal shop window for targeting that particular market segment. Understanding what is the attraction of print media, is something that is often very difficult for those that believe so strongly in the supremac y of cyberspace. While both of these media share the common goal of providing information, they still tend to address differing needs. An advertising flyer, for instance, can be read and stuffed into a pocket for future reference if it is of interest to the reader or discarded if it isn’t. A similar advert on a website requires that one memorizes its address to view it again. Eco warriors may ask, “…what is the point of print media other than to destroy trees”? They will then, of course, seek to have their arguments published in as many national newspapers as possible! It is, of course, equally true, that the cost to the ecology of sustaining the various electronic media is the depletion of the planet’s non-renewable resources. The power of the written word is indisputable. Quite apart from being more tangible, statements that are seen in writing also tend to seen as having far more credibility than the spoken word. What is print media? Simply put, it is a versatile, easily accessible and still very popular means of conveying a written message to a mass audience. To the business owner, it offers a relatively inexpensive means of promoting his or her products and services and has been used for centuries, eventually resulting in the birth of a multi-billion dollar advertising industry.
REVIEW OF LITERATURE
Literature review Cronley (1999) examined advertising in terms of the correspondence bias. The correspondence bias is the tendency to assume that a person's behavior is a true reflection of their beliefs or opinions, and thus, their underlying dispositions when in fact; their behavior could be explained entirely by situational factors. Jones (1979; 1986; Gilbert and Malone 1995). Examined people make strong inferences from behavior and fail to adjust sufficiently for situational constraints. The correspondence bias is one type of inferential bias that arises when a person has to make a judgment, such as a prediction, causal attribution, or an attitude formation. Inferential biases result from the limited amount of cognitive capacity (i.e., limited attention and memory) people has to process information and the inappropriate use of relevant and irrelevant information. Today, advertising companies invest huge amounts of their earnings in advertising in different
media such as television, radio, magazine and etc. that television is one of the prevalent media for this purpose. Rice and Atkin (2001) note that, television is generally assumed to have massive effects on viewers for a variety of reasons. First, a great deal of money is spent on advertising, and big spenders are assumed to know what they are doing. Also, people spend a deplorable percentage of their waking hours in front of television sets, presumably with proportional effects. Effective advertisements are advertisements that help the advertiser to reach its goals.
Ram lingam (2006) measured the effectiveness of TV broadcast advertisements (toothpaste) by
discovering important factors that influence the advertisement effectiveness by using artificial neural network (ANN). In this study the effects of each of these factors has been studied and it is used for measuring the advertisement effectiveness .They examined 13 factors for evaluating the effectiveness of advertisement. Experimental results show that advertiser must take attention to these 13 factors in their advertisement. They found there is a meaningful relationship between the effectiveness of advertisement and these factors. Also, their study shows that the ANN model achieves 99% accuracy for measuring the advertisement effectiveness.
(Fox 1996; Mc Neal, 1999). A teenager possessing greater financial resources would have more
money to spend on discretionary items for her/himself and may also exert greater influence on family purchases (Beatty & Talpade, 1994). The girl teenagers are more attracted toward TV advertisements featuring celebrities, children or jingles (Dubey & Patel, 2004). While purchasing cosmetics, toiletries, stationary, gifts and cards, the girls give importance to informational input by the TV advertisements into their decision to buy. It was also found that girls had positive attitude towards TV commercials (Kotwal et al, 2008). The reason for higher response rate among females for products could be the higher number of advertisements is targeted at them
Thus, it can be said the marketers and advertisers who are having eyes on this market, must perceive opportunities to target rural consumers of India which is full of young generation
North and Kotze (2001) observed that parents can use television advertisements in various ways
as a means of communicating and educating their children on consumer matters. According to
Liebeck (1998) teenagers are now more knowledgeable. They are truly the internet generation, and get their news and information primarily from television. Atkin (1978) observed that children or adolescents are most influential when they are primary customers. There is a substantial variation in the amount of teenagers’ influence in purchase decision for products for their own use and for their family (Cotte & Wood, 2004).All the products used by a customer are not necessarily those of advertisements they liked. The key lies not only in the attractiveness of the advertisements, but also the interest of the target
Objectives of Study
1. To study the influence of print media advertisement on the customer purchasing behavior
2. To find out the customer perception on print media advertising.
3. To study the ways on print media advertising.
Rationale of the study
The buying behavior of the consumers would be analyzed with regard to the Print advertisements done by companies who are operating in the industry in India. This study will enable the companies to understand their consumers and plan their future promotions in a way in which it will increase customers’ satisfaction. The studies will also emphasis on possible consequences that may arise in the long run if the companies target the overall market. It will also enable the companies to get an idea about the impact of using print media advertisements in Indore city. As this study enables to indentify customer’s per ception of the advertisements, the companies would be able to fulfill customer expectations by providing what customers perceive. It will create positive attitudes towards the product and the company, ensuring their sales would not drop as a result of print media advertisement.
RESEARCH METHODOLOGY
UNIVERSE
All responded of Indore city. RESEARCH DESIGN
Research Methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. To do my study I will adopt exploratory research design.
SAMPLE PLAN CONVENIENCE SAMPLING TECHNIQUE:-
Convenience sampling is used in exploratory research where the researcher is interested in getting an inexpensive approximation of the truth .as the name implies the sample is selected because they are convenience.
SELECTION OF SAMPLE SIZE:-
For the study a sample size of 80 has been taken into consideration.
TOOLS OF DATA COLLECTION
Research will be a two source 1. Primary date 2. Secondary data
PRIMARY DATA
Questionnaire, primary data was collected by preparing questionnaire and the people. Were randomly being requested of filled them.
SECONDARY DATA
Secondary data will consist of different literature like books which are published, articles, internet and website.
DATA ANALYSIS
Data analysis wills b done with the help of appropriate statistical tools.
HYPOTHESIS
Hypothesis interprets the learning and evaluation of persuasive communications, such as advertisements, in memorial terms. The availability-valence hypothesis is an extension of the concept of the availability.
Hypothesis can be evoked to explain the learning and evaluation of a persuasive communication, such as an advertisement. According to this view, the degree to which a communication is learned is dependent on the availability of the information in the communication.
According to the availability-valence hypothesis, the learning and evaluation of a communication depends on the availability of information associated with the communication.
Bibliography
Burke M.C., Edell J.A. (1989), «The Impact of Feelings on Ad-Based Affect and Cognition»,Journal of Marketing Research, 26.
Bogart L. (1996), «What Forces Shape the Future of Advertising Research» Journal of Advertising Research, 16, 1.
Healey J.S., Kassarjian H.H. (1983), «Advertising Substantiation and Advertiser Response: A Content Analysis of Magazine Advertisements», Journal of Marketing, 47, 1. Holbrook M.B., Batra R. (1987), «Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising», Journal of Consumer Research, 14. Lutz R.J. (1975), «Changing Brand Attitudes Throught Modifications of Cognitive Structure», Journal of Consumer Research, 1... Wright P.L. (1974), «Analysing Media Effects on Advertising Responses», Public Opinion Quarterly, 38, estate.
