CHAPTER- 1

PROLOGUE
1
1.1 INTRODUCTION
Advertisements is a form of communication that typicay attempts to persuade potentia
customers to purchase or to consume more of a particuar !rand of product or service
one eement in corporate strate"ies to create# or"ani$e and %here possi!e contro
mar&ets# especiay for mass produced consumer "oods' One eement in corporate
strate"ies to create# or"ani$e and %here possi!e contro mar&ets# especiay for mass
produced consumer "oods' (any advertisements are desi"ned to "enerate increased
consumption of those products and services throu"h the creation and reinvention of the
)!rand ima"e*' Every ma+or medium is used to deiver these messa"es# incudin"
teevision# radio# cinema# ma"a$ines# ne%spapers# video "ames# the ,nternet# carrier !a"s
and !i!oards'
Advertisements payed a vita roe in !uyin" decision' Throu"h advertisement#
Consumers are come to &no% a!out the product# its uses# !enefits# avaia!iity# and
!rand name of products' At the time of !uyin" a product# they reca the advertisement
and then they ta&e their !uyin" decision in many cases'
1.2 CONCEPTUAL FRAMEWORK
2
Consumer !ehavior is a compe- issue and si"nificant in mar&etin"' ,n "enera it is
associated %ith psychoo"ica status of the consumer in ta&in" or re+ectin" !uyin" decision'
The most important part of consumer !ehavior is the action that ta&en !y the !uyer to accept
or re+ect of an offered product or product avaia!e in the mar&et'
.uyin" decision is a critica sta"e fro m the point of vie% of !oth the customer and mar&eter
specificay in case of dura!e product' %hie ta&in" a !uyin" decision !y a consumer he/she
consider many aspects reated to a product #price# %arranty etc'refri"erator is a common
dura!e essentia house product re0uired !y each and every famiy' ,t is impossi!e to thin&
a!out any famiy %ithout a refri"erator specificay in the ur!an counterpart' ,n seectin"
house hod products the house ma&er invaria!y infuences on the !uyin" decision and
!uyin" !ehavior of the head of the famiy is aso affected in many cases'
Of course advertisements a%ays %or& in infuencin" the customer in ta&in" their !uyin"
decision' ,t is very difficut to measure propery the impact of advertisement in ta&in"
!uyin" decision !y consumer !it some indication may !e find out to &no% the impication of
advertisement throu"h some 0uestions'
,n our study area advertisement and !uyin" decision of house ma&er in reatin" to
refri"erator has aso !een "ivin" us an opportunity to consider the term consumer !ehavior
and decision ma&in" process in "enera'
Consumer !ehavior is the study of %hen# %hy# ho%# and %here peope do or do not !uy
a product' ,t !ends eements from psychoo"y# socioo"y# socia anthropoo"y and
economics' ,t attempts to understand the !uyer decision ma&in" process# !oth individuay
and in "roups' ,t studies characteristics of individua consumers such as demo"raphics and
!ehavioura varia!es in an attempt to understand peope1s %ants' ,t aso tries to assess
infuences on the consumer from "roups such as famiy# friends# reference "roups# and
society in "enera'
3
Customer !ehaviour study is !ased on consumer !uyin" !ehaviour# %ith the customer
payin" the three distinct roes of user# payer and !uyer' Reationship mar&etin" is an
infuentia asset for customer !ehaviour anaysis as it has a &een interest in the re-discovery
of the true meanin" of mar&etin" throu"h the re-affirmation of the importance of the
customer or !uyer' A "reater importance is aso paced on consumer retention# customer
reationship mana"ement# personai$ation# customi$ation and one-to-one mar&etin"' 2ocia
functions can !e cate"ori$ed into socia choice and %efare functions'
Research su""ests that customers "o throu"h a five-sta"e decision-ma&in" process in any
purchase' This is summari$ed in the dia"ram !eo%3
4
5
4Adopted from
This mode is important for anyone ma&in" mar&etin" decisions' ,t forces the mar&eter to
consider the %hoe !uyin" process rather than +ust the purchase decision 5%hen it may !e
too ate for a !usiness to infuence the choice67
The mode impies that customers pass throu"h a sta"es in every purchase' Ho%ever# in
more routine purchases# customers often s&ip or reverse some of the sta"es'
8or e-ampe# a student !uyin" a favourite ham!ur"er %oud reco"ni$e the need 5hun"er7
and "o ri"ht to the purchase decision# s&ippin" information search and evauation' Ho%ever#
the mode is very usefu %hen it comes to understandin" any purchase that re0uires some
thou"ht and dei!eration'
The !uyin" process starts %ith need reco"nition' At this sta"e# the !uyer reco"ni$es a
pro!em or need 5e'"' , am hun"ry# %e need a ne% sofa# , have a headache7 or responds to a
mar&etin" stimuus 5e'"' you pass 2tar!uc&s and are attracted !y the aroma of coffee and
chocoate muffins7'
An 9aroused* customer then needs to decide ho% much information 5if any7 is re0uired' ,f
the need is stron" and there is a product or service that meets the need cose to hand# then a
purchase decision is i&ey to !e made there and then' ,f not# then the process of information
search !e"ins'
A customer can o!tain information from severa sources3
6
: Persona sources3 famiy# friends# nei"h!ors etc
: Commercia sources3 advertisin"; saespeope; retaiers; deaers; pac&a"in"; point-of-sae
dispays
: Pu!ic sources3 ne%spapers# radio# teevision# consumer or"ani$ations; speciaist
ma"a$ines
: E-perientia sources3 handin"# e-aminin"# usin" the product
The usefuness and infuence of these sources of information %i vary !y product and !y
customer' Research su""ests that customer<s vaue and respect persona sources more than
commercia sources 5the infuence of 9%ord of mouth*7' The chaen"e for the mar&etin"
team is to identify %hich information sources are most infuentia in their tar"et mar&ets'
,n the evauation sta"e# the customer must choose !et%een the aternative !rands# products
and services'
How does the customer use the inorm!tion o"t!ined#
An important determinant of the e-tent of evauation is %hether the customer fees
9invoved* in the product' .y invovement# %e mean the de"ree of perceived reevance and
persona importance that accompanies the choice'
=here a purchase is 9hi"hy invovin"*# the customer is i&ey to carry out e-tensive
evauation'
Hi$h%in&o'&ement (urch!ses incude those invovin" hi"h e-penditure or persona ris& >
for e-ampe !uyin" a house# a car or ma&in" investments'
7
Low in&o'&ement (urch!ses 5e'"' !uyin" a soft drin&# choosin" some !rea&fast cereas in
the supermar&et7 have very simpe evauation processes'
Wh) shou'd ! m!r*eter need to underst!nd the customer e&!'u!tion (rocess#
The ans%er ies in the &ind of information that the mar&etin" team needs to provide
customers in different !uyin" situations'
,n hi"h-invovement decisions# the mar&eter needs to provide a "ood dea of information
a!out the positive conse0uences of !uyin"' The saes force may need to stress the important
attri!utes of the product# the advanta"es compared %ith the competition; and may!e even
encoura"e 9tria* or 9sampin"* of the product in the hope of securin" the sae'
Post%(urch!se e&!'u!tion % Co$niti&e Disson!nce
The fina sta"e is the post-purchase evauation of the decision' ,t is common for customers
to e-perience concerns after ma&in" a purchase decision' This arises from a concept that is
&no%n as 9co"nitive dissonance*' The customer# havin" !ou"ht a product# may fee that an
aternative %oud have !een prefera!e' ,n these circumstances that customer %i not
repurchase immediatey# !ut is i&ey to s%itch !rands ne-t time'
To mana"e the post-purchase sta"e# it is the +o! of the mar&etin" team to persuade the
potentia customer that the product %i satisfy his or her needs' Then after havin" made a
purchase# the customer shoud !e encoura"ed that he or she has made the ri"ht decision'
8
CHAPTER% +
A,OUT THE
-TUD.
9
+/0 O,1ECTI2E- OF THE -TUD.
To understand the impact of advertisement in ta&in" !uyin" decision !y consumers
of the study area'
To study the comparative advanta"es of advertisements for the respondents# %ith
reference to refri"erator'
To study the consumer perception a!out the advertisement of different !rands of
refri"erator'
2.2 RE-EARCH 3UE-TION-
Advertisement has the a!iity to convert one<s decision in !uyin" a particuar
product' Ho% much it can infuence to the homema&er in ta&in" their !uyin"
decision reatin" to the refri"erator or has advertisement any impact on the study
area is pertinent to consider here'
+/4 -COPE OF THE -TUD.
The scopes of this particuar study are3-
1. The study hi"hi"hts the impact of advertisement in ma&in" purchase decision'
2. The study is conducted amon"st the home ma&er in reatin" to Refri"erator in
?i!ru"arh To%n'
10
3. The study focuses the comparative advanta"es of advertisements amon" the home
ma&ers'
4. The study hi"hi"hts consumer perception to%ards the advertisement of different
!rands of refri"erator'
5. The study focuses to &no% the si"nificance of advertisements in today<s ife'
+/5 RE-EARCH METHODOLO6.
This study has !een carried out to &no% the impact of advertisement in ta&in" !uyin"
decision !y consumer amon"st the home ma&er in reatin" to refri"erator in ?i!ru"arh
To%n'
-!m('in$7
1. (ethod3 - The type of research is e-porative' The respondents are seected !y
adoptin" a method of random sampin"'
2. 2i$e3 - The sampe si$e is 1@@ respondents'
3. Area3 - The 0uestionnaires have !een distri!uted amon" consumers in various area of
?i!ru"arh to%n'
D!t! co''ection3
Coection of data is done throu"h primary as %e as secondary sources'
Primary ?ata is coected throu"h the structured 0uestionnaires and intervie%s and
2econdary ?ata are coected throu"h internet and other pu!ished information'
Period o stud)3
The study is conducted over a period of t%o months' 5Aanuary and 8e!ruary7
An!')sis Techni8ues3
Anayses have !een made on the !asis of the responses of the respondents and the
resuts of the intervie%s'
11
To arrive at the o!+ectives statistica toos is used for anay$in" the data and information
that are percenta"e# avera"e# Charts# ta!es# !ar dia"ram# etc'

+/9 LIMITATION- OF THE -TUD.
1. ,t %as difficut to coect proper data and information !ecause the Home ma&ers
%ere not "ivin" ma-imum time to respond'
B' The time period is too sma to carry out such a topic and to dra% a meanin"fu
concusion'
C' The study is for imited period of t%o months and mar&et scenario may chan"e after
time so there may !e difference in mar&et scenario in future'
D' The information coected and anay$ed are imited %hich may not fuy represents
the ima"e of the study'
12
CHAPTER : 4
ANAL.-E- OF
DATA
13
ANAL.-E- OF DATA
As the study is of empirica in nature# the data has !een coected from the respondents
throu"h structured 0uestionnaires and intervie%s and these %ere ta!uated and accordin"y
the anayses %ere done3
1. How m!n) res(ondents h!&e Reri$er!tor
OPTION- IN ;
EE2 F@
GO C@
2ource38ied survey
58i"'17
8rom the a!ove fi"ure#it has !een o!served that F@H of respondents have refri"erator and
C@H of respondents donot have refri"erator'
+/ Indic!tion o ,r!nd N!me
14

2ource38ied survey
5 8i"'B7
A!ove fi"ure sho%s the indication of !rand name "iven !y respondents that CIH have
%hirpoo refri"erator# CBH have LG# B@H have Jideocon# BCH have 2amsun" and 1@H of
respondents have other refri"erator !rand'
3. Medi! O Ad&ertisement
15
OPTION- IN ;
=hirpoo CI
LG CB
Jideocon B@
2amsun" BC
Other 1@
OPTION- IN ;
.i!oards 1@
TJ advertisement F@
Ge%spaper 1I
Others I
2ource38ied survey
5 8i"'C7
8rom the a!ove "raph# it has !een o!served that advertisement is more infuenced !y TJ i'e'
F@H# ne%spaper is 1IH# !i!oards is 1@H and other media of advertisement is IH'
4. Fre8uent') w!tchin$ o !d&ertisement o reri$er!tor in ! d!)
OPTION- IN ;
16
Once 1I
T%ice BB
Thrice BK
(any Times CI
8rom the a!ove "raph# it has !een o!served that 1IH of respondents %atch advertisement
once in a day# BBH respondents %atch t%ice in day# BKH respondents %atch thrice times in a
day and CIH of respondents %atch advertisement many times in a day'
9/ -!tis!ction with the ser&ice o Reri$er!tor (urch!sed
OPTION- IN ;
EE2 KI
17
GO 1I
2ource38ied survey
5 8i"'I7
8rom the a!ove chart # it is found that KIH of respondents are satisfied %ith the service of
refri"erator purchased !y them %hereas# 1IH are not satisfied %ith the service of
refri"erator purchased'
</ De&i!tion in "etween the !ci'ities "ein$ !d&ertised !nd in usin$ the (roduct
OPTION- IN ;
EE2 1@
GO L@
18
2ource38ied survey
5 8i"'M7
8rom the a!ove fi"ure# it has !een o!served that L@H of respondents said Go a!out
the faciities !ein" advertised and in usin" the product and 1@ H of respondents said
Ees'
7. Which com(!n)=s !d&ertisement is more !ttr!cti&e
OPTION- IN ;
LG CB
=hirpoo BI
Jideocon 1K
19
2amsun" B@
Others @I
2ource38ied survey
5 8i"'F7
8rom the a!ove "raph# it is found that CBH of respondents said LG<s advertisement is more
attractive # BIH said =hirpoo# 1KH said Jideocon# B@H said samsun" and IH said others
advertisement is more attractive'
>/ Which com(!n)=s !d&ertisement seen in recent d!)s
OPTION- IN ;
LG BI
=hirpoo C@
Jideocon 1I
20
2amsun" B@
Others 1@
2ource38ied survey
5 8i"'K7
A!ove fi"ure sho%s that# %hich company<s advertisement seen in recent days# BIH of
respondents said LG# C@H said =hirpoo# 1IH said Jideocon# B@H said 2amsun" and 1@H
said a!out other company<s advertisement'
?/ Which com(!n)=s !d&ertisement is most memor!"'e
OPTION- IN ;
LG BK
=hirpoo D@
Jideocon 1B
2amsun" 1I
Others I
2ource38ied survey
21
5 8i"'L7
8rom the a!ove "raph# it has !een o!served that D@H of respondents said
=hirpoo<s advertisement is most memora!e %hereas# LG<s is BKH# Jideocon<s is
1BH# 2amsun"<s is 1IH and other company<s advertisement is ony IH'
0@/ Which com(!n)=s !d&ertisement res(ondents c!n re') u(on !nd t!*e (urch!se
decision
OPTION- IN ;
LG BK
=hirpoo D@
Jideocon 1B
2amsun" 1I
Others I
2ource38ied survey
22
5 8i"'1@7
8rom the a!ove fi"ure# it is found that D@H respondents can rey upon the
=hirpoo<s advertisement#BKH can rey upon LG# 1BH can rey upon Jideocon#
1IH can rey upon 2amsun" and IH can rey upon other refri"erator<s
advertisement'
00/ Re!sons or se'ectin$ ! "r!nd
OPTION- IN ;
2ervice B@
Avaia!iity of parts B@
?esi"n C@
A the a!ove C@
2ource38ied survey
23
5 8i"'117
A!ove "raph sho%s the reasons for seectin" a !rand# B@H of respondents seect !rand for
service# B@H respondents for avaia!iity of parts# C@H respondents for desi"n and C@H
respondents are for a the a!ove'
0+/ Ad&ertisement is he'(u' to "ecome !mi'i!r with the "r!nd
OPTION- IN ;
EE2 L@
GO 1@
2ource38ied survey
24
5 8i"'1B7
8rom the a!ove fi"ure # it has !een o!served that L@H of respondents said the
advertisement is hepfu to !ecome famiiar %ith the !rand %hereas# 1@H of
respondents said Go'
13. Ad&ertisement is su"st!nti!'') he'( in incre!sin$ the num"er o
customers
OPTION- IN ;
EE2 K@
GO 1I
Go ,dea I
2ource38ied survey
25
5 8i"'1C7
8rom the a!ove fi"ure# it is found that K@H of respondents said advertisement is
su!stantiay hep in increasin" the num!er the customers# 1IH said Go and IH said Go
idea'
05/ Which com(!n)=s ser&ice !nd !d&ertisement is dier
OPTION- IN ;
LG 1I
=hirpoo 1@
Jideocon C@
2amsun" B@
Others BI
2ource38ied survey
26
5 8i"'1D7
8rom the a!ove fi"ure# it has !een o!served that 1IH of respondents said a!out LG#
1@H said a!out =hirpoo# C@H said a!out Jideocon# B1H said a!out 2amsun" and
BIH of respondents said a!out Other !rands'
09/ Purch!se decision re')in$ on which com(!n)=s !d&ertisement
OPTION- IN ;
LG BK
=hirpoo BI
Jideocon BB
2amsun" B@
Others I
2ource38ied survey
27
5 8i"'1I7
A!ove "raph sho%s the purchase decision of respondents reyin" on different company<s
advertisement# BKH of respondents rey on LG<s advertisement# BIH of advertisement rey
on %hirpoo# BBH of respondents rey on Jideocon# B@H rey on 2amsun" and IH of
respondents rey on Other !rand<s advertisement'
N
CHAPTER% 5
28
INTERPRETATION
OF DATA
,GTERPRETAT,OG O8 ?ATA
1. 8rom the survey# it has !een o!served that F@H of respondents have refri"erator and
C@H of respondents donot have refri"erator'
2. The study sho%s the indication of !rand name "iven !y respondents that CIH have
%hirpoo refri"erator# CBH have LG# B@H have Jideocon# BCH have 2amsun" and
1@H of respondents have other refri"erator !rand'
3. 8rom the study# it has !een o!served that TJ advertisement is more infuencia on
respondence i'e' F@H# ne%spaper is 1IH# !i!oards is 1@H and other media of
advertisement is IH'
29
4. 8rom the survey# it has !een o!served that 1IH of respondents %atch advertisement
once in a day# BBH respondents %atch t%ice in day# BKH respondents %atch thrice
times in a day and CIH of respondents %atch advertisement many times in a day'
5. 8rom the survey # it has !een found that KIH of respondents are satisfied %ith the
service of refri"erator purchased !y them %hereas# 1IH are not satisfied %ith the
service of refri"erator purchased'
6. 8rom the study# it has !een o!served that L@H of respondents said Go a!out the
faciities !ein" advertised and in usin" the product and 1@ H of respondents said
Ees'
7. 8rom the survey# it has !een found that CBH of respondents said LG<s advertisement
is more attractive # BIH said =hirpoo# 1KH said Jideocon# B@H said samsun" and
IH said others advertisement is more attractive'
8. The study sho%s that# %hich company<s advertisement seen in recent days# BIH of
respondents said LG# C@H said =hirpoo# 1IH said Jideocon# B@H said 2amsun"
and 1@H said a!out other company<s advertisement'
9. 8rom the survey# it has !een o!served that D@H of respondents said =hirpoo<s
advertisement is most memora!e %hereas# LG<s is BKH# Jideocon<s is 1BH#
2amsun"<s is 1IH and other company<s advertisement is ony IH'
10.8rom the study# it has !een found that D@H respondents can rey upon the
=hirpoo<s advertisement#BKH can rey upon LG# 1BH can rey upon Jideocon#
1IH can rey upon 2amsun" and IH can rey upon other refri"erator<s
advertisement'
11.The study sho%s the reasons for seectin" a !rand# B@H of respondents seect !rand
for service# B@H respondents for avaia!iity of parts# C@H respondents for desi"n
and C@H respondents are for a the a!ove'
30
12.8rom the survey# it has !een o!served that L@H of respondents said the
advertisement is hepfu to !ecome famiiar %ith the !rand %hereas# 1@H of
respondents said Go'
13.8rom the survey# it has !een found that K@H of respondents said advertisement is
su!stantiay hep in increasin" the num!er the customers# 1IH said Go and IH said
Go idea'
14.8rom the study# it has !een o!served that 1IH of respondents said a!out LG# 1@H
said a!out =hirpoo# C@H said a!out Jideocon# B1H said a!out 2amsun" and BIH
of respondents said a!out Other !rands'
15.The study sho%s the purchase decision of respondents reyin" on different
company<s advertisement# BKH of respondents rey on LG<s advertisement# BIH of
advertisement rey on %hirpoo# BBH of respondents rey on Jideocon# B@H rey on
2amsun" and IH of respondents rey on Other !rand<s advertisement'
31
CHAPTER% 9
EPILO6UE
I'1 OJERJ,E= O8 THE PROAECT
The study is carried out to identified the impact of advertisements in ta&in" !uyin" decision
!y consumer' .uyin" of product is not an easy tas&# the consumer shoud have proper
&no%ed"e and idea a!out the product' ,n ta&in" !uyin" decision advertisement can
32
infuence the !uyer at different eve %ith different resuts' (ore over advertisement can
hi"hi"ht the faciity#!enifit# 0uaity of a !rand infront of the prospects %hich utimatey
hep them to !e a customer'
The present study is an attempt to understand the impact of advertisement on the home
ma&er and run %ith five chapter'The chAPTER OGE deas %ithOOOO'
8rom the study %e "et some indi"ation on the impact of advertisent on the respondence of
the study area and they can !e isted on the foo%in" findin"s'
I'B 8,G?,GG2
1. 8rom the study# it has !een o!served that F@H of respondents have refri"erator and
C@H of respondents donot have refri"erator'
33
2. 8rom the study# it has !een found that most of the respondents are usin" =hirpoo
and LG refri"erator !rand in comparision of other !rands i&e 2amsun" and
Jideocon'
3. ,n this study# it is indicated that advertisement is more infuenced !y TJ
advertisements than other media of advertisements'
4. 8rom the study# it is found that most of the respondents are satisfied %ith the service
of refri"erator purchased '
5. 8rom the study# it has !een o!served that most of the respondents are satisfied %ith
the faciities !ein" advertised and in usin" the product'
6. 8rom the study# it is found that LG<s and =hirpoo<s advertisement is more
attractive than the other !rand'
7. 8rom the study# it has !een o!served that more advertisements of LG and =hirpoo
have seen in recent days'
8. 8rom the study# it has !een o!served that =hirpoo<s and LG<s advertisement is
most memora!e than other !rand'
9. 8rom the study# it is found that most of the respondents can rey upon the
=hirpoo<s and LG<s advertisement'
10.8rom the study# it has !een o!served that some of the respondents seect !rand
accordin" to the desi"n# some respondents seect for service# some respondents
seect for avaia!iity of parts and some respondents seect for a these features '
34
11.8rom the study# it has !een o!served that advertisement is hepfu to !ecome famiiar
%ith the !rand and aso advertisement is su!stantiay hep in increasin" the num!er
of customers'
12.8rom the study# it has !een o!served that Jideocon<s and Other !rands service and
advertisement is differ in comparision of LG# =hirpoo and 2amsun"'
13. 8rom the study# it has !een found that purchase decision of respondents reyin" on
different company<s advertisement i&e some respondents rey on LG<s
advertisement# some respondents rey on %hirpoo# some respondents rey on
Jideocon# some respondents rey on 2amsun" and some respondents rey on Other
!rand<s advertisement'
35
I'C COGCLU2,OG
The resuts of this research study ceary indicate that there is an impact of advertisement in
ta&in" !uyin" decision !y consumer of ?i!ru"arh to%n re"ardin" the refri"erator'
Consumer<s !uyin" decision depends upon the !rand name# attractive overvie% of
advertisements# faciities and uses of the refri"erator' The consumers seect their !rand
accordin" to the faciities# avaia!iity of parts# desi"n and for "ood services' An
advertisement can definitey heps to ta&e the !uyin" decision re"ardin" any product
!ecause from advertisement they earn a!out the utiity# its features and !rand ima"e'
Advertisements are cosey in&ed to the consumer !ehavior' 2o it affects the personaity to
the consumers# his concept of sef# his attitudes !eiefs and opinions# his ife-cyce and ife-
stye etc' An advertisement ma&es it possi!e for the manufacturer to introduce ne% ideas
and ne% products' Had it not !een for the advertisin" the consumers %oud not have
accepted many products' Advertisin" e-pands mar&ets# !uids up voumes# and "ives a
mar&et share and profita!iity and it is more infuenced !y TJ'
2o# the consumers easiy ta&e !uyin" decision !y reyin" upon their choosin" !rand and the
advertisements heps them to !ecome more famiiar %ith the !rands of refri"erators' The
consumers of ?i!ru"arh to%n prefer the =hirpoo and LG !rand<s refri"erator in ar"e
voume'
8rom the study# it is concuded that there is an impact of advertisements in ta&in" !uyin"
decision !y consumer amon"st the home ma&er in reatin" to Refri"erator in ?i!ru"arh
to%n'
36
ANNEAURE
37
3uestions !s*ed to the consumers o Di"ru$!rh town
?ear 2ir#
, am a student of (.A 5(ar&etin"7# @L-11 !atch of G,2 Academy in technica
coa!oration %ith Annamaai University' , "et a topic to study a!out an impact of
advertisements in ta&in" !uyin" decision !y consumer of ?i!ru"arh to%n'
On the !asis of my topic' , prepared a fe% 0uestion for "ettin" the information' 2o# pease
provide the correct information as per your e-perience P Convenience'
Than&in" Eou

Ao& &r' Roy
(.A Bnd Eear
G,2 Academy# ?i!ru"arh

38
3UE-TIONNAIRE
N!me7 BBBBBBBBBBBBBBBBBBBBBBBBBBB
A$e7 BBBBBBBBBBBBBBBBBBBB
-eC7 M!'e Fem!'e
Income -t!tus7
,e'ow Rs/ 4@@@
Rs/ 4@@@ to Rs 9@@@
Rs/ 9@@@ to Rs/ 0@@@@
Rs/ 0@@@@ to Rs/ +@@@@
A"o&e Rs/ +@@@@
0/ Do )ou h!&e reri$er!tor#
.es No
!D I )esE ('e!se indic!te the "r!nd rom the $i&en "e'ow7
iD Whir'(oo' iiD L6 iiiD 2ideocon i&D -!msun$
&D Others
+/ Do )ou "e'ie&e !d&ertisement c!n in'uence "u)er in "u)in$ decision#
.es No
4/ Which medi! o !d&ertisement h!&e in'uenced )ou to (urch!se this (roduct#
!D ,i''"o!rds "D T2 !d&ertisement cD News(!(er dD Others
5/ How m!n) times in ! d!) h!&e )ou seen the !d&ertisement o reri$er!tor#
!D Once "D Twice cD Thrice dD M!n) times
9/ Are )ou s!tisied with the ser&ice o reri$er!tor )ou (urch!sed#
.es No
</ Do )ou eC(erience with !n) de&i!tion in "etween the !ci'ities "ein$ !d&ertised
!nd in usin$#
.es No
F/ Which com(!n)=s !d&ertisement is more !ttr!cti&e to )ou#
!D L6 "D Whir'(oo' cD 2ideocon dD -!msun$ eD Others
>/ Which com(!n)=s reri$er!tor !d&ertisement )ou h!&e seen in recent d!)s#
!D L6 "D Whir'(oo' cD 2ideocon dD -!msun$
eD Others
39
?/ Which com(!n)=s !d&ertisement is most memor!"'e#
!D L6 "D Whir'(oo' cD 2ideocon dD -!msun$
eD Others
0@/ On which com(!n)=s !d&ertisement )ou c!n re') u(on !nd t!*e (urch!se
decision#
!D L6 "D Whir'(oo' cD 2ideocon dD -!msun$ eD Others
00/ Wh!t re!sons in'uence )ou in se'ectin$ ! "r!nd#
!D -er&ice "D A&!i'!"i'it) o (!rts cD Desi$n dD A'' the !"o&e
12. Do )ou thin* th!t !d&ertisement is he'(u' in m!*in$ )ou !mi'i!r with ! "r!nd
o Reri$er!tor#
.es No
13. Do )ou "e'ie&e th!t !d&ertisement c!n su"st!nti!'') he'( in incre!sin$ num"er
o Customers#
.es No No ide!
05/ Which com(!n)=s ser&ice !nd !d&ertisement dier#
!D L6 "D Whir'(oo' cD 2ideocon dD -!msun$
eD Others
09/ .ou c!n t!*e (urch!se decision re')in$ on which com(!n)=s !d&ertisement#
!D L6 "D Whir'(oo' cD 2ideocon dD -!msun$
eD Others
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43
44