To Study the Impact of Advertisement

on the Brand Preference towards Aerated Drinks

( In Jalandhar City )

Submitted to Lovely Professional University

In partial fulfilment of the requirements for the award of degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted By Supervisor

Group 22 Manish Rajput

Lecturer LSM

Name Roll No Regd. No

Mr. Brajdeep 40 10805062

Mr. Sayeem Rafiq 42 10807184

Mr.Manveer 45 10804985

DEPARTMENT OF MANAGEMENT

LOVELY PROFESSIONAL UNIVERSITY

PHAGWARA

(2010)

1
 DECLARATION

We, "Brajdeep, Sayeem and Manveer”, hereby declare that the work presented herein is genuine
work done originally by us and has not been published or submitted elsewhere for the requirement
of a degree programme. Any literature, data or works done by others and cited within this
dissertation has been given due acknowledgement and listed in the reference section.

Brajdeep (10805062) Sayeem Rafiq (10807184)

_______________________ _______________________

Manveer (10804985)

_______________________

Date: 03/4/2010

2
 TO WHOMSOEVER IT MAY CONCERN

This is to certify that the project report titled “Impact Of Advertisement on the Brand Preferences
towards Aerated Drinks in Jalandar City carried out by Mr.Brajdeep Singh S/O Shri Jagdev
Singh has been accomplished under my guidance & supervision as a duly registered MBA student
of the Lovely Professional University, Phagwara. This project is being submitted by him/her in the
partial fulfillment of the requirements for the award of the Master of Business Administration from
Lovely Professional University.

His dissertation represents his original work and is worthy of consideration for the award of the
degree of Master of Business Administration.

Mr. Manish Rajput

Date: 03/05/2010

3
 TO WHOMSOEVER IT MAY CONCERN

This is to certify that the project report titled “Impact Of Advertisement on the Brand Preferences
towards Aerated Drinks in Jalandar City carried out by Mr.Sayeem Rafiq S/O Mr. Rafiq Ahmad
Wani has been accomplished under my guidance & supervision as a duly registered MBA student
of the Lovely Professional University, Phagwara. This project is being submitted by him/her in the
partial fulfillment of the requirements for the award of the Master of Business Administration from
Lovely Professional University.

His dissertation represents his original work and is worthy of consideration for the award of the
degree of Master of Business Administration.

Mr. Manish Rajput

Date: 03/05/2010

4
 TO WHOMSOEVER IT MAY CONCERN

This is to certify that the project report titled “Impact Of Advertisement on the Brand Preferences
towards Aerated Drinks in Jalandar City carried out by Mr Manvir Singh S/O Shri Satnam
Singh has been accomplished under my guidance & supervision as a duly registered MBA student
of the Lovely Professional University, Phagwara. This project is being submitted by him/her in the
partial fulfillment of the requirements for the award of the Master of Business Administration from
Lovely Professional University.

His dissertation represents his original work and is worthy of consideration for the award of the
degree of Master of Business Administration.

Mr. Manish Rajput

Date: 03/05/2010

5
 Acknowledgement

Our all praises to Almighty God, who blessed us with sufficient courage and capacity to carry out and
complete this study. Being aware of the limitations and shortcomings, it was not possible for us to
accomplish this work without his help.

We sincerely feel that the credit of this project report could not be narrowed to only one individual
as the whole work is outcome of integrated efforts of all those concerned with it through whose
cooperation and effective guidance we could achieve its completion.

We wish to place our profound indebtness and deep sense of obligation to our Guide Mr. Manish
Rajput, for providing us with the opportunity to work on such an interesting topic. We also want to
pay our gratitude and sincere thanks to our panel members Mr. Sonu Dua, Mr Prateesh Srivastav
and Mr Ashish for helping and guiding us throughout this entire project.

Last but not the least we are thankful to our parents and friends that supported us through out this
project.

Brajdeep Singh
Sayeem Rafiq
Manveer Singh

6
 Executive Summary
It is well known fact that people in India do not just watch their favourite sport , film or serial, many
are watching to see the commercials. Regardless of how good the game was, there are usually a few
ads that people talk about the next day. But one thing that people may not think about is how
trustworthy an advertisement may be and, at a higher level, how much trust one can, or cannot,
place in an industry's advertisements. In indian scenario it is proved that advertisements from soft
drink companies are most effective.

As we know these days soft drink companies are advertising their product so much on televisions
and are spending so much money on the celebrities to endorse their products.In soft drink industry
the cost of advertising is nearly 35 % of the total cost. For increasing the sale of their product they
are taking film stars, cricket stars in their advertisements of their products which is again very
costly. Therefore we took this as opportunity to study different aspects of Advertisements, their
impact on consumer perception etc.

Therefore we selected “Impact of Advertisements on the brand preferences towards Aerated

drinks” in jalandhar city as our research topic.

The main objective of this research was to study the following aspect(s) of the Advertisements.

• To study the impact of the Advertisements on the brand preference of consumers.

• To study the consumer perception regarding the most effective media for Advertisements.

• To study the impact of the celebrity endorsement on the consumer buying behaviour.

Need of the study:

As we have already mentioned that Soft drink companies are spending alot of money on their
Advertisements, celebrities etc. About 35% of the total cost is Advertising cost for a soft drink
company. Therefore Advertising is an important aspect of the companies to promote their product,
and generate sales. It is also important for the companies to know whether their advertisements are
effective or not, In order to check the impact of the advertisements, we have taken this as our
research problem.

The scope of this study, as far as the area is concerned, is limited to Jalandhar City only.

7
This research is a descriptive research, Primary data was collected from 150 respondents by using a
questionnaire through convenience sampling and secondary data was collected through websites
articles etc.

Data thus collected was analyzed and Chi square test was applied by using SPSS 16 Software

The major findings of the report are that the advertisement has an impact on the buying behaviour
of the customers. TV is the first choice of people for information searching followed by Internet as
compare to different kind of media.

Celebrity endorsement has a significant impact on the consumers and affect their perception
towards the brand. It was also found that various aspects of advertisements are remembered by the
people like punch line, celebrity, themes etc. Also it was observed that people were able to recall the
brand to which the punch line is associated by using Aided recall question.

8
9
 Table Of Contents
1 Introduction
1.1 Indian Beverage Market 1
1.2 Study of growth of soft drink market 2
1.3 Advertising 3
1.4 Different Medium of Advertising 4
1.5 Importance of Advertising 6
2 Literature Review
2.1 Review of Literature 9
3 Objectives , Need and Scope of Study
3.1 Objectives 15
3.2 Need of the Study 16
3.3 Scope ofthe Study 16
4 Research Methodology
4.1 Research Design 17
4.2 Tools of Investigation 18
4.3 Stastical tools used 18
5 Data Analysis and Interpretation
Data Analysis 19
6 Findings,Conclusion and Recommendations
6.1 Findings 32
6.2 Conclusion 33
6.3 Recommendations 34
6.4 Limitations of the study 34
7 Bibliography 35
8 Appendix 38

10
 Executive Summary
It is well known fact that people in India do not just watch their favourite sport , film or serial, many
are watching to see the commercials. Regardless of how good the game was, there are usually a few
ads that people talk about the next day. But one thing that people may not think about is how
trustworthy an advertisement may be and, at a higher level, how much trust one can, or cannot,
place in an industry's advertisements. In indian scenario it is proved that advertisements from soft
drink companies are most effective.

As we know these days soft drink companies are advertising their product so much on televisions
and are spending so much money on the celebrities to endorse their products.In soft drink industry
the cost of advertising is nearly 35 % of the total cost. For increasing the sale of their product they
are taking film stars, cricket stars in their advertisements of their products which is again very
costly. Therefore we took this as opportunity to study different aspects of Advertisements, their
impact on consumer perception etc.

Therefore we selected “Impact of Advertisements on the brand preferences towards Aerated

drinks” in jalandhar city as our research topic.

The main objective of this research was to study the following aspect(s) of the Advertisements.

• To study the impact of the Advertisements on the brand preference of consumers.

• To study the consumer perception regarding the most effective media for Advertisements.

• To study the impact of the celebrity endorsement on the consumer buying behaviour.

Need of the study:

As we have already mentioned that Soft drink companies are spending alot of money on their
Advertisements, celebrities etc. About 35% of the total cost is Advertising cost for a soft drink
company. Therefore Advertising is an important aspect of the companies to promote their product,
and generate sales. It is also important for the companies to know whether their advertisements are
effective or not, In order to check the impact of the advertisements, we have taken this as our
research problem.

The scope of this study, as far as the area is concerned, is limited to Jalandhar City only.

11
This research is a descriptive research, Primary data was collected from 150 respondents by using a
questionnaire through convenience sampling and secondary data was collected through websites
articles etc.

Data thus collected was analyzed and Chi square test was applied by using SPSS 16 Software

The major findings of the report are that the advertisement has an impact on the buying behaviour
of the customers. TV is the first choice of people for information searching followed by Internet as
compare to different kind of media.

Celebrity endorsement has a significant impact on the consumers and affect their perception
towards the brand. It was also found that various aspects of advertisements are remembered by the
people like punch line, celebrity, themes etc. Also it was observed that people were able to recall the
brand to which the punch line is associated by using Aided recall question.

12
 INDIAN BEVERAGE MARKET

The size of the Indian food processing industry is around $ 65.6 billion, including $20.6 billion of
value added products. Of this, beverage industry is valued at $230 million; bread and biscuits at
$1.7 billion; chocolates at $73 million and ice creams at $188 million.

The size of the semi-processed/ready-to-eat food segment is over $1.1 billion. Large biscuits &
confectionery units, Soya processing units and starch/glucose/ producing units have also come up,
catering to domestic and international markets.

The three largest consumed categories of packaged foods are packed tea, biscuits and soft drinks.
The Indian beverage industry faces over supply in segments like coffee and tea. However, more
than half of this is available in unpacked or loose form. Indian hot beverage market is a tea
dominant market. Consumers in different parts of the country have heterogeneous tastes. Dust tea is
popular in southern India, while loose tea in preferred in western India. The urban-rural split of the
tea market was 51:49 in 2000. Coffee is consumed largely in the southern states. The size of the
total packaged coffee market is 19,600 tones or $87 million.

The total soft drink (carbonated beverages and juices) market is estimated at 284 million crates a
year or $1 billion. The market is highly seasonal in nature with consumption varying from 25
million crates per month during peak season to 15 million during off-season. The market is
predominantly urban with 25 per cent contribution from rural areas. Coca cola and Pepsi dominate
the Indian soft drinks market. Mineral water market in India is a 65 million crates ($50 million) . On
an average, the monthly consumption is estimated at 4.9 million crates, which increases to 5.2
million during peak season.

13
 STUDY OF GROWTH OF SOFT DRINK MARKET

SOFT DRINKS

Carbonated drinks are dominated by artificial flavors based on cola, orange and lime with Pepsi
and coca-cola dominating the market. The entire part of the drink is based on its artificial flavors
and sweetening agents as no natural juice is used.

MARKET

• Cola products account for nearly 61-62% of the total soft drinks market.
• Two global majors’ Pepsi and Coke dominate the soft drink market.
• NCAER survey says 91% of soft drink in the country is in the lower, lower middle and
upper middle class people.
• The market is worth around Rs.5000 crores with growth rate of around 10-15%.
• The production as soft drinks has increased from 5670 million bottles in 1998-99 to 9783
million bottles in 2000-2008 industry source.
• Growth market this year is expected to be 10-15% in value terms and 20-22% in volume
terms.

However, the market for carbonated drinks is stagnating and not growing as expected.

14
 Advertising

DEFINITION OF ADVERTISING

The word advertising originates from a Latin word advertise, which means to turn to. The
dictionary meaning of the term is “to give public notice or to announce publicly”.

Advertising may be defined as the process of buying sponsor-identified media space or time
in order to promote a product or an idea.

The American Marketing Association, Chicago, has defined advertising as “any form of
non-personal presentation or promotion of ideas, goods or services, by an identified sponsor.”

What Advertisement Is?

Advertisement is a mass communicating of information intended to persuade buyers to by

products with a view to maximizing a company’s profits.

The elements of advertising are:

(i) It is a mass communication reaching a large group of consumers.

(ii) It makes mass production possible.

(iii) It is a commercial communication because it is used to help assure the advertiser of a long
business life with profitable sales.

(iv) Advertising can be economical, for it reaches large groups of people. This keeps the cost per
message low.

(v) The communication is speedy, permitting an advertiser to speak to millions of buyers in a matter
of a few hours.

(vi) Advertising is identified communication. The advertiser signs his name to his advertisement for
the purpose of publicizing his identity.

15
What is Included in Advertising?

(i) The information in an advertisement should benefit the buyers. It should give them a more
satisfactory expenditure of their rupees.

(ii) It should suggest better solutions to their problems.

(iii) The content of the advertisement is within the control of the advertiser, not the medium.

(iv) Advertising without persuasion is ineffective. The advertisement that fails to influence anyone,
either immediately or in the future, is a waste of money.

(v) The function of advertising is to increase the profitable sales volume. That is, advertising
expenses should not increase disproportionately.

Different Mediums of Advertising

• Newspapers and magazines

• On radio and television broadcasts

• Circular of all kinds, (whether distributed by mail, by person, thorough tradesmen, or by

inserts in packages);

• Dealer help materials

• Window display and counter – display materials and efforts

• Store signs, motion pictures used for advertising

• Novelties bearing advertising messages and Signature of the advertiser,

• Label stags and other literature accompanying the merchandise.

Advertising Objectives

Each advertisement is a specific communication that must be effective, not just for one
customer, but for many target buyers. This means that specific objectives should be set for each
particular advertisement campaign. Advertising is a form of promotion and like a promotion; the
objectives of advertising should be specific. This requires that the target consumers should be
specifically identified and that the effect which advertising is intended to have upon the consumer
should be clearly indicated. The objectives of advertising were traditionally stated in terms of direct
16
sales. Now, it is to view advertising as having communication objectives that seek to inform
persuade and remind potential customers of the worth of the product. Advertising seeks to condition
the consumer so that he/she may have a favourable reaction to the promotional message.
Advertising objectives serve as guidelines for the planning and implementation of the entire
advertising programme.

The basic objectives of an advertising programme may be listed as below:

(i) To communicate with consumers.

(ii) To retain the loyalty of present and former consumers. Advertising may be used to reassure
buyers that they have made the best purchase, thus building loyalty to the brand name or the firm.

(iii) To increase support. Advertising impliedly boost the morale of the sales force and of
distributors, wholesalers, and retailers, ; it thus contributes to enthusiasts and confidence attitude in
the organizational. :

(iv) To project an image. Advertising is used to promote an overall image of respect and trust for an
organization. This message is aimed not only at consumers, but also at the government,
shareholders, and the general public.

17
 Importance of Advertising

Generally, advertising is a relatively low-cost method of conveying selling messages to numerous

prospective customers. It can secure leads for salesmen and middlemen by convincing readers to
request more information and by identifying outlets handling the product. It can force middlemen to
stock the product by building consumer interest. It can help train dealers salesmen in product uses
and applications. It can build dealer and consumer confidence in the company and its products by
building familiarity. Advertising is to stimulate market demand. While sometimes advertising
alone may succeed in achieving buyer acceptance, preference, or even demand for the product, it is
seldom solely relied upon. Advertising is efficiently used with at least one other sales method, such
as personal selling or point-of-purchase display, to directly move customers to buying action.

Advertising has become increasingly important to business enterprises –both large and
small. Outlay on advertising certainly is the voucher. Non-business enterprises have also recognized
the importance of advertising. The attempt by army recruitment is bases on a substantial advertising
campaign, stressing the advantages of a military career. The health department popularizes family
planning through advertising Labour organizations have also used advertising to make their
viewpoints known to the public at large. Advertising assumes real economic importance too.
Advertising strategies that increase the number of units sold stimulate economies in the production
process. The production cost per unit of output is lowered. It in turn leads to lower prices. Lower
consumer prices then allow these products to become available to more people. Similarly, the price
of newspapers, professional sports, radio and TV programmes, and the like might be prohibitive
without advertising. In short, advertising pays for many of the enjoyable entertainment and
educational aspects of contemporary life. Advertising has become an important factor in the
campaigns to achieve such societal-oriented objectives such as the discontinuance of smoking,
family planning, physical fitness, and the elimination of drug abuse. Though in India, advertising
was accepted as a potent and recognized means of promotion only 25 years ago, its growing
productive capacity and output necessitates the finding of consumers and advertising plays an
important role in this process. Advertising helps to increase mass marketing while helping the
consumer to choose from amongst the variety of products offered for his selection. In India,
advertising as a profession is in its infancy. Because of this fact, there is a tremendous scope for
development so that it may be productively used for the benefit of producers, traders, consumers,
and the country’s economy.

Everyday consumers are exposed to thousands of voices and images in magazines, newspapers, and

18
on billboards, websites, radio and television. Every brand attempts to steal at least a fraction of a
person’s time to inform him or her of the amazing and different attributes of the product at hand.
The challenge of the marketer is to find a hook that will hold the subject’s attention. In helping to
achieve this, use of celebrity endorsers is a widely used marketing strategy.

Pepsi too in this regard has always tried to tap the

young segment of India through their promotions.
Beginning from the famous “Ahaa” series of ads to
the “Yah Dil Mange More” to today’s “Youngistan
Meri Jann”, Pepsi has always made ads to
attract the youth. They have always chosen the
young stars, may not be established, as a face of
young India. So the main reason of using Dhoni is
same in case of the latest Youngistan Meri Jann ads.
Pepsi is an intelligent brand which attaches itself
with fun and enjoyment. It also shows its daring
attitude, mischievous behaviour and outgoing nature.

Pepsi Co invests large sums of money to align their brands and themselves with endorsers. Such
endorsers are seen as dynamic with both attractive and likeable qualities and Pepsi Co. plans that
these qualities are transferred to products via marcom activities. Furthermore, because of their
fame, celebrities serve not only to create and maintain attention but also to achieve high recall rates
for marcom messages in today’s highly cluttered environments.

Similarly every product has an image. The consumer tries to consume a brand which has the
maximum fit with his/her own personality/image. The celebrity endorser fits in between these two
interactions, where he tries to bring the image of the product closer to the expectation of the
consumer, by transferring some of the cultural meanings residing in his image to the product.

Every product has an image. The consumer tries to consume a brand which has the maximum fit
with his/her own personality/image. The celebrity endorser fits in between these two interactions,
where he tries to bring the image of the product closer to the expectation of the consumer, by
transferring some of the cultural meanings residing in his image to the product.

In this report, we have focused on the impact of Advertisements on the brand preferences, that

19
covers celebrity endorsement, mediums of advertising, how celebrity endorsements affect the
buying behavior of the customers. “Brand” is the most valuable asset of any firm.

The general belief among advertisers is that brand communication messages delivered
by celebrities and famous personalities generate a higher appeal, attention and recall than those
executed by non-celebrities. The quick message-reach and impact are all too essential in today’s
highly competitive environment.

20
 Review Of Literature
Advertising is more than a tool for selling foods and services. It has one overriding task, to position
a brand in the prospectus perception or perceptual space in relation to competitors, so as to created
distinctiveness and preference.

To formulate the problem scientifically, and to point out the importance of undertaking this study, it
is essential to present a brief review of Researches undertaking in this area. Although the review
involved a large number of studies only a few studies which have a direct and indirect bearing in the
present study have been reviewed.

Raj (1982): Investigated the different advertisement effects on the purchase behaviour of
consumers of high loyalty increase brand and product purchase when advertisement for that brand
increases, little switching occurs from competitive brands into the advertised brands. Effect of
increased advertising carry over a few months after that advertising is lowered back to normal
levels.

Petty 1983: He stressed the role of involvement in Advertisement effectiveness. He observed that
the undergraduates express their attitudes about a product after being exposed to a magazine
advertisement under condition of either high/low product involvement. The advertisement contained
either strong or weak arguments for the product and featured either prominent sports celebrities or
any citizen or endorser. The manipulation of argument quality had a greater impact of attitudes
under high than low involvement, but manipulation of endorser had greater impact under low than
high involvement. These findings were consistent with the views that there are two relatively
distinctive routes to persuasion.

Teffis (1985): In this article (Are Advertisements Waste) remarked that the advertisement is one of
the least importance determents of purchase behaviours. The TV commercials albeit being the most
popular form of advertisements have little impact on the purchase behaviour of consumers. He
concluded that TV commercials were the least effective means for changing the preference of
consumers as compared to other promotional techniques such as coupons, print ads and price offers.

Karmali (1989): supports the fact that the enhancement of brand appeal through celebrity
appeal works. In these ads renowned personalities are used to enlarge, reassure the perspective
customers. The ads using celebrity appeals had more brand appeal enhancing effect than the non
celebrity appeals.

21
Politz (1990): He found that purpose of campaign most often is to built an impression of product
and service to generate sales, suggesting that campaign most only create awareness but also should
be persuasive. A creative approach combined with persuasive message high lightning uniqueness of
the advertised product often enables the advertisers to hold a long distance with the shoppers when
the advertisement is heard or seen thereby enhancing its effects on the buyer at the time of purchase.

Biel and Bridgwater (1990): Found that commercial liking of a campaign went far beyond
the mass campaign. The more relevant and meaningful commercial felt by people, the more
successful was the campaign. The study further found that minor involvement and perceived
relevance are factors linking commercial liking to persuasion in first case. Secondly the novel
approach originality seems to have little to do with how a commercial will be liked. Further liking
was a function of product category at least to the extent that for beverages commercial were better
liked than any other category.

Schreiber and Appeal (1990-91): Assigned that researchers have been using surrogates for sales
as a measure for evaluating the effectiveness of advertising. The use of surrogate measure
necessarily implies a relationship between surrogate measure and sales which can be described
mathematically as a curve of some sort. Hence the implicit assumption is that relationship between
surrogate measures instead of sales is not with faults.

Unnava and Brunkrant 1991: he did a study whose main objective was to compare the
effects of varied v/s same execution of advertisements on brand name memory when the number of
exposure toads is held constant. They found out that varied advertisement executions enhance
memory for brand name over repeated same executions. In varied advertisement executions learning
was superior when execution remained same.

Brown and Rothschild (1993): Conducted a study whose primary objective was to investigate
the degree in which consumer memory for brand is affected by increasing level of Advertising
clutter. The findings suggest that at the current level of Advertising clutter on TV, it may be that
neither recognition nor recall of brand is affected to any great by significant increase in advertising
clutter.

Singh and Cole (1993): they did a lab experiment in which they compelled the effectiveness
of 15 second TV commercial with 30 second TV commercial by using novel commercials with
different messages, appeals, and information versus emotional exposing subjects multiple times and
employing multiple dependent variables. They found that informational 15 sec ads are as effective
as informational 30 sec ads in general situations. They also found that emotional 30 sec ads are
22
superior to emotional 15 sec in influencing a viewers learning of brand and attitudes. The result
suggests that the length per second effects brand name recall for emotional commercials but
frequency of brand mentions not length, effect brand name recall for informational commercials.

Menon 1994: In an article titled “the comparative advantage” has written that comparative
advertising which directly or indirectly compares a product with a competitor to show the advertised
products advantage has been prevalent in Industry for many years. But in exciting scenario, where
new brands in parallel category are springing up at a rapid rate, this kind of advertisement is gaining
momentum. Most prominent among these have been Pepsi and Captain Cook companies. Although
comparative advertising is not prohibited in our country, it has been severely stymied by stringent
rules set by DD with the satellite channels coming in, this may not be a hindrance any longer. Even
governing bodies like ASCI (Advertising Society Council of India) may not be in a position to
check the tide with the product category getting overwhelmed and players fighting for respectable
market share. Mm

Eva-Lena (2006): International Advertising and International sponsorship respectively influence

the local target group in different ways, but also affect International brand , they have an impact on
brand image and brand equity. More over depending on a person’s age consumers view brands
differently and thus have an effect on International brand alone, but also in combination with
International Advertising and International sponsorship together these factors influence the way in
which a brand is perceived and consequently influence consumers preferences.

Gareth Parkin: “Positive effects of promotional mugs” says that a simple mug can be such a
powerful marketing and Advertising tool. By embossing your company name, logo, message,
website details on promotional mugs, you can impact a message to prospective clients and those
around them. By using the latest printing techniques, promotional mugs can easily be decorated to
reflect your business or brand .Style and advertising message for creating strong and lasting brand
recall.

Unnova and Brunkrnat (1991): They did a study whose main objective was to compare the
effects of varied v/s same execution of advertisement on brand name memory when the number of
exposure to ads is held constant. They found that varied ad executions enhance memory for brand
name over repeated same ad execution. In varied ad execution learning was superior to learning
when execution remained the same.

Burnet (1995): conducted a research to identify 200 most awarded commercials and their
association with success market place. It was pointed out that 86% i.e 172 commercials were

23
successful within these 117 achieved increase in sales volume, market share and other 55 were
successful in brand image enhancement.

Zaida and jayaram (1996): reported the findings of a survey by a marketing and research group in
September 1995 for Delhi based advertising and marketing magazine A&M, the result reflected the
apparent failure of marketing strategies Pepsi ranked 7th while coca cola came 13 on the survey
results of country’s best marketing companies.

Srikant Kapoor (Advertising revisited-The Good, Bad, & Ugly) The difference in presentation
of a Good, Bad & Ugly advertisement is mainly owing to the sponsor's view point & artists creative
choices. However, someone has to be wasteful about what can be shown in public & what should
remain hidden. Money making through unacceptable means may be prevented by law but awareness
about what is good & what is not, is also important to discourage bad practices. If ignorance of law
is not excused, ignorance about good & bad taste should not be excused. It may have far more
significance for the betterment of the society, & its people

J. Varaprasdreddy ( Role of Advertising in Creating Brand Personality)

Brand personality being potent tool needs to be leveraged to achieve key objectives for existing &
new brands. Consistency is also important, failing which dilution of brand personality or absence of
it may occur. Other mix elements like distribution, pricing, promotion and packaging (apart from
advertising) should support and strengthen brand personality.

Dr. Vijay Pithadia (Evaluating International Advertising Techniques & Opportunity)

Over the years, the public perception of advertising has become very negative. It is seen as a
medium that inherently promotes a lie, based on the purpose of the advertisement - to encourage the
target audience to submit to a cause or a belief, and act on it to the advertising party's benefit and
consequently the target's disadvantage. They are either perceived as directly lying (stating opinions
or untruths directly as facts), lying by omission (usually terms or conditions unfavorable to the
customer) or portraying a product or service in a light that does not reflect reality. It is this increased
awareness of the intention of advertising, as well as advertising regulations that have increased the
challenges that marketers face
Winters, Patricia. Advertising Age. Chicago , 1992
Coke And Pepsi Advertising Effects Measurable In Brain ScansSamuel M. McClure, now at
Princeton University, Jian Li at Baylor College of Medicine, and a number of colleagues at Baylor
have found that brand preferences are measurable using functional magnetic resonance imaging
(fMRI) brain scans.We delivered Coke and Pepsi to human subjects in behavioral taste tests and

24
also in passive experiments carried out during functional magnetic resonance imaging (fMRI). Two
conditions were examined: (1) anonymous delivery of Coke and Pepsi and (2) brand-cued delivery
of Coke and Pepsi. For the anonymous task, we report a consistent neural response in the
ventromedial prefrontal cortex that correlated with subjects' behavioral preferences for these
beverages.

John Deighton : The Effect of advertising on brand switching and repeat purchasing,

The authors examine switching and repeat purchase effects of advertising in mature, frequently
purchased product categories. They draw on consumer behaviour theories of framing and usage
dominance to formulate a logic choice model for measuring these effects. They estimate the model
using single-source scanner data. Their results suggest that advertising induces brand switching but
does not affect the repeat purchase rates of consumers who have just purchased the brand, a result
consistent with usage dominance rather than framing. They find the switching influence to be
largely confined between the current and previous purchase occasions. They illustrate the
magnitude of this effect and explore potential profitability.

Kahle and Homer (1985) when a celebrity's physical attractiveness is congruent (matches up)
with the presence and degree to which the product advertised enhances attractiveness (i.e., attractive
celebrity linked with an attractiveness-related product), the "match-up" hypothesis would predict a
positive impact upon product and advertisement evaluations. However, if there is incongruence
between the product and celebrity attractiveness, evaluations will decline.

Biswas S, Hussain M, O'Donnell K say that here is a positive, although moderate, impact of
celebrity endorsements on attention and exposure of consumers. Implications for marketers as well
as suggestions for future research are discussed. The article is of the view that although there is
considerable risk in endorsing celebrities for products and services, the firms need to analyse the
various factors that can reduce such risks and hence increase the likeability of transfer of leverage of
the brand image from the celebrity to the products and services.

Dix S, Pougnet S (2009) in their research have found that Athlete role model endorsers have a
positive influence on young adults' product switching behaviour, complaint behaviour, positive
word-of-mouth behaviour and brand loyalty. This confirms the assumption that sports celebrities are
important socialisation agents and can have significant impact on purchase intentions and
behaviours. This research provides useful insight into the influence of athlete endorsers on young
adults and suggests athletes have a positive influence on young adults' behavioural intentions in
switching products, generating word-of-mouth and establishing brand loyalty.

25
Goddard L, Wilbur N (2009) in their study provide a starting-point for further research on
negative information transference in the celebrity endorsement relationship. It is crucial that
organisations be aware of the risks associated with using celebrities to endorse their stores and
products. Given that these results provide tentative support for the commonly held belief that a
decline in the celebrity's image can impact the image of the brand, it is important that retailers
carefully choose an endorser who currently has a good image and will likely be able to uphold this
image in the future.

Strout R (2008) in his case material “Pepsi and Madonna” examines the use of entertainment
personalities in advertising commercial products through the example of Pepsi's use of Madonna. It
illustrates how companies try to tie the success of the artist to their product. The paper demonstrates
the need for clear evaluation of the celebrity endorser, their public image, and if the relationship
between the artist and the product applies to the advertising rules. When Pepsi picked Madonna, the
choice turned out to be too hot to handle. The $5 million campaign featuring the extravagant
vocalist had to be scrapped because of its links to Madonna's highly controversial "Like a Prayer"
music video."

David H. Silvera, Austad B (2008) in their research topic have examined whether consumers infer
that celebrity endorsers like the products they endorse, and presents a model using these inferences
and other characteristics of the endorser to predict attitudes toward the endorsed product.
Participants in two experiments examined written endorsement advertisements and were asked to
infer the extent to which the endorser truly liked the advertised product and to rate the endorser's
attractiveness, similarity to themselves, and knowledge of the product. Attitudes toward the
advertisement, the endorser and the product were also measured. The resulting model indicated that
product attitudes were predicted by inferences about the endorser's liking for the product and by
attitudes toward the endorser.

26
 Objectives
1. To study the impact of the Advertisements on the brand preference of consumers.

2. To study the consumer perception regarding the most effective media for Advertisements.

3. To study the impact of the celebrity endorsement on the consumer buying behaviour .

Hypothesis
Hypothesis 1:

H0: There is no significant relationship between the advertisement(s) and the brand preference of
consumers.

H1: There is significant relationship between the advertisement(s) and the brand preference of
consumers.

Hypothesis 2

H0: There is no impact of the celebrity endorsement on the consumer buying behaviour.

H1: There is impact of the celebrity endorsement on the consumer buying behaviour..

27
 Need of the study:
As we know these days soft drink companies are advertising their product so much on televisions
and are spending so much money on the Advertisements of their products.

In soft drink industry the cost of advertising is nearly 35 % of the total cost. For increasing the sale
of their product they are taking film stars, cricket stars in their advertisements of their products
which is again very costly.

The soft drink companies are spending so much on the sponsorship of events like cricket match etc.
so this study deals with these aspects that whether Advertising is having any effect on consumers or
not.

This study will help

• To know that people are influenced by Brand Ambassadors or not.

• Analyze different media options available for Advertisements and which are most influential
ones.
• Influence of Advertisements on their brands and brand loyalty.

SCOPE OF THE STUDY

• The scope of this study, as far as the area is concerned, is limited to Jalandhar City only.
Due to time and other resource constraints we have limited our scope of study to this
particular area and hope to focus entirely on our objectives.

28
 Research Methodology
RESEARCH DESIGN

A research design is a framework or blueprint for conducting the marketing research project. It
specifies the details of the procedures necessary for obtaining the information needed to structure
and/or solve marketing research problem.

The research design used in this project is Descriptive research design.

Sample Design

• SAMPLING TECHNIQUE USED:

In this research we have used Convineance Sampling.

• Geographical Area: Jalandhar

• SAMPLE SIZE:

For this study, a sample of 150 has been taken.

• Data Collection Instrument:

Questionnaire

• SOURCES OF DATA COLLECTION:

1. Primary data: It is the first hand information collected through questionnaire.

2. Secondary data:

Secondary data was collected from the following sources:

• Books

• Newspapers

• Journals

• Magazines.

29
 • Research Papers

30
Tools Of Investigation

The study was conducted with the help of questionnaire which was administered personally to all
the respondents. The questionnaire is aimed at fulfilling out the impact of Advertisements of Coke
and Pepsi in terms of Consumer preferences, recall and purchase behaviour.

The questionnaire dealt with aspects like

• Impact of Advertisement of the purchase behaviour of soft drinks

• Factors influencing choice of a brand

• Influence of advertisements on the preference and purchase of a soft drink brand

• Reasons for brand preference.

Aided Recall test will be used to study the Recall ability of respondents for the Advertisements of
Coke and Pepsi.

For Aided Recall various clues will be given e.g. Slogans and name of the model and respondents
will be asked to identify the soft drink brand ambassador associated with them.

In some questions ranking method is used.

STATISTICAL TOOLS USED

Different statistical tools are available that help us to reach to the conclusion.

In this research we have used Chi- Square test wherever required.

All the tests were done using software i.e. SPSS 16 (Statistical Package For Social Services)

31
 Data Analysis and Interpretation

Q1. Do you drink Soft Drinks?

Drink_softdrink
Valid Cumulative
Frequency Percent Percent Percent
Valid Yes 150 100.0 100.0 100.0
No 0 0 0

Yes No

0%

100%

Interpretation:

The data was obtained from the 150 respondents , and after analyzing the responses from the
respondents, the result showed that all the respondents i.e 150 are used to drink soft drinks in the
jalandar city.

32
Q2. Which brand do you drink the most?

Frequency Percentage
Pepsi 12 8.0
coca cola 27 18.0
thums up 50 33.3
Sprite 9 6.0
Fanta 16 10.7
Marinda 8 5.3
limca 10 6.7
dew 18 12.0
Total 150 100

12 8
pepsi
6.7 18
cocacola
5.3
thums up
10.7 sprite
fanta
6
33.3 marinda
limca
dew

Interpretation :

From the above data it is clearly mentioned that the maximum of the respondents drink Thums Up
i.e 33.3 % after thumps up the second most prefered brand is coca cola i.e 18 % of the respondents
drink coca cola, followed by mountain dew i.e 12 % followed by fanta 10.7 %, followed by pepsi
8% followed by limca 6.7%, and sprite 6%. Followed by marinda 5.3 %. From this data we can say
the majority consumption is of thums up , coca caola and mountian dew..

33
Q3. Why you have chosen this Brand?

Frequency Percent
Quality 120 80
Advertisements 12 8
Price 2 1.33
Brand Name 9 6
Celebrity 7 4.66
150 100

Quality Advertisement Price Brand name Celebrity

1%
6% 5%
8%

80%

Interpretation:

This question gives us the insight why the respondents have chosen their brands. From the
above data it is evident that majority of the respondents i.e 80 % were using their respective brands
because of the quality of the product, that means the repondents give first preference towards
quality before selecting any brand and cannot compromise on the quality of the product , followed
by advertisements i.e 8 % respondents prefer because of advertisements of the brands.That means
advertising also has an impact on the brand preference towards consumers.The third preference that
respondents gave was brand name i.e 6 % , Also about 5 % of the respondents prefer their brand
because of celebrities, this means there is close association between celebrities and brand
preferences, Also least number of people gave preference to the Price i.e barely 1.33 %, this means
respondents are not concerned with the price of the product. In other ways price has least effect on
the brand preference.

34
Q4. Does Advertisement Affect the choice of your Brand?

Frequency Percentage
strongly agree 43 28.7
agree 67 44.7
neutral 34 22.7
dissatisfied 3 2.0
strongly disagree 3 2.0
Total 150 100.0

dissatisfied strongly
2% disagree
2%
neutral strongly agree
23% 29%

agree
44%

Interpretation:

From this data we come to know whether there is a positive relation between advertisement and the
brand preference. The above data reveals that 29 % of the respondents strongly agree that
Advertisements affect their choice of brands, followed by 44% who also agree with the statement.
This means there is a positive relation between Advertisements and the Brand preference.

But also there are some respondents who do not agree or strongly disagree with the above statement
.Therefore companies must come with innovative and creative advertisements that will have a
positive impact on their buying behaviour.

35
Q5. Which Medium Of Advertisement You like the most?

TV freque Intern Frequenc OUTDOO frequ News freq Radi frequenc

ncy et y R ency pape o y
MEDIA r
Strongl 13
y Agree 91.3 1 .7 10 6.7 1 .7 4 .7
7
Agree 10 6.7 37 24.7 63 42.0 18 12.0 17 12.0
Neutral 3 2.0 69 46.0 50 33.3 10 6.7 18 6.7
Disagre
e 0 0 34 22.7 20 13.3 75 50.0 27 50.0
Disagre
e 0 0 9 6.0 7 4.7 46 30.7 84 30.7
Total 15
100 150 100.0 150 100.0 150 100.0 150 100.0
0

160
137
140
120
100 Strongly agree
84
69 75 Agree
80 63
60 50 46 neutral
37 34
40 27 lessattractive
1718 20 18
20 10 4 9 10 7 10
3 00 1 1 unattractive
0
TV Radio Internet Outdoor Newspaper
Media
Analysis Of Attractiveness of different mediums of Advertisements.

Medium Total Value of Frequency Respondent Values Percentage

TV 2250 731 32.48
Internet 2250 510 22.66
Outdoor Media 2250 426 18.93
Newspaper 2250 303 13.46
Radio 2250 280 12.44
Total 2250 2250 100%
Interpretation:

From the above data it is evident that the majority of the respondents i.e 32.48 % ranked TV as the
first choice for the medium of Advertisements, followed by Internet i.e 22 %, it is because of the
availability of technology to masses. Followed by Outdoor media i.e 18.93. The respondents ranked
Newspapers at the 4th rank and at last according to table respondents gave least importance to Radio
ie only 12.44 respondents.

36
Q6 Can you recall any advertisements of your brand?

Frequency Percent
Yes 125 84
No 25 16
Total 150 100

yes no

17%

83%

Interpretation:

From the above data majority of the respondents can recall the advertisements of their brand. About
84 % respondents replied yes while as there are some of the respondents i.e 16% who cannot recall
the advertisements of their brand.

Therefore it is becomes necessary on part of the companies to use creative and effective
advertisement so that to better position their products in the mind of their consumers.

37
Q7. Which of the following aspect of the advertisement you remember the most?

Frequency Percent
Color 5 3
Slogan 30 20
Theme 22 14
Punch Line 52 36
Celebrity 41 27
Total 150 100

Color Slogan Theme Punch Line Celebrity

3%

27% 20%

14%

36%

Interpretation:

This question was framed to get the insight from the respondents about the aspect of the
advertisements they remember the most.

From the above table, it is clear that majority of the respondents i.e 36% revealed that they
remember the punch line , followed by celebrity i.e 27 % of the respondents remember the
celebrity associated with the brand, these two aspects are most remembered among the others. The
third aspect of the advertisements that respondents prefer slogans followed by themes and color of
the Advertisements.

Therefore all of the above aspects are very important from the advertisement point of view ,
therefore companies must choose unique punch lines, attractive colours, good themes which the
youth will like and the most importantly the celebrities because we Indians trust and love them
blindly.

38
Q8. Does an advertisement showing your favourite celebrity affects your choice of Brand?

Frequency Percent

Yes
78 52.0
NO
52 34.7
Can’t say
20 13.3
Total
150 100.0

Yes No Can't Say

13%

52%
35%

Interpretation:
From the above table it is very very clear that majority of the the respondents i.e 52% agree with
the statement that advertisement showing their favourite celebrity affect their Choice of Brand. But
also, there are some respondents i.e 13 % who are against this statement. The important thing to be
noticed in this table is about 35% respondents replied they can’t say.

39
Though most of the repondents have positive association with the celebrities but also but there are
so many things in an ad along with a celebrity which makes an ad effective which in turn affect the
buying behaviour.
Therefore it becomes important on the part of companies while making their advertisements not to
focus on celebrities only but more focus should be made on other factors also because
advertisements have a great impact on the buying behaviour of customers.

40
Q9 How does an advertisement showing your favourite celebrity affect your perception?

Frequency Percent

Positively
111 74.0
Negatively
12 8.0
Can’t say
27 18.0
Total
150 100.0

27

12
Positively
negatively
111 Can’t say

QUESTIONNAIRE

Interpretation:

From the table it is very clear that majority of the respondent’s i.e 74 % are positively affected by
the celebrities regarding the brand perception. This means that celebrities play a major role in
stimulating the consumer’s preference towards the brand. Therefore celebrity endorsing have an
impact on the consumers buying behaviour.

But also from the table it is evident that some respondents responded negatively, therefore the
companies should bridge this gap , and should select the celebrity with greater credibility , fan
following etc.

41
Q10. Aided Recall Test

Punch Lines Brand

a) Thanda Matlab -------------------------------------------

b) Yeh Dil Mange More -------------------------------------------

c) Seedhi Baat No Bakwas -------------------------------------------

d) Do the Dew -------------------------------------------

e) Bheja Fry, 7 Up try -------------------------------------------

Interpretation:

From this question respondents were asked to recall the brands to which punch lines were
associated , the respondents easily recalled the brand names .

All the respondents were able to recall the brands.

150 respondents recalled Coca Cola Brand
150 respondents recalled Pepsi Brand
150 respondents recalled Mountain Dew Brand
143 respondents recalled Sprite

42
128 respondents recalled 7 up
This means majority of the respondents recalled the brands, therefore punch line aspect of the
advertisement is also important in Advertising

Chi Square Test

Hypothesis 1:
H0: There is no significant relationship between the advertisement(s) and the brand preference of
consumers.
H1: There is significant relationship between the advertisement(s) and the brand
preference of consumers.

For testing the above hypothesis we have used Chi Square test .The variables used are Age and
Advertisement affect your choice of Brand

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

age * Advertise_effect 150 100.0% 0 .0% 150 100.0%

Interpretation

According to chi-square test rules if the asymp.significant value comes out to be less than 0.05 then we reject
null hypothesis, and we accept alternative hypothesis.

And in our case Asymp. Sig. value comes out to be .045, which is less than 0.05 significance level.

43
So, we reject the null hypothesis and accept the alternative hypothesis .This means there is a significant
relationship between advertisements and the brand preference of consumers. In other words we can say
advertisement affect the choice of brands among the consumers.

Hypothesis 2:

H0: There is no impact of the celebrity endorsement on the consumer buying behaviour.

H1: There is impact of the celebrity endorsement on the consumer buying behaviour.

For testing the above hypothesis we have used Chi Square test .The variables used are Age and Celebrity
affect your choice of Brand .

Interpretation:

From the above Chi square test it is clear that Asymp. Significant value ie. .036 is less than
significance level .05 therefore we reject our Null hypothesis.

44
Therefore we accept our Alternate hypothesis, i.e there is impact of the celebrity
endorsement on the consumer buying behaviour.

Hypothesis 2:

H0: There is no impact of the celebrity endorsement on the consumer buying behaviour.

H1: There is impact of the celebrity endorsement on the consumer buying behaviour.

For testing the Hypothesis 2 we again carried another chi square test but this time we
change the variables , the variables used are age and celebrity affect your perception of the
brand.

Interpretation:

From the above table the Asymp Significance value comes to be .048 which is less than 0.05

Therefore we reject the Null hypothesis and accept the alternate hypothesis
45
Therefore it is clear that there is impact of the celebrity endorsement on the consumer buying
behavior.

Findings

1. After analyzing the data collected from 150 respondents, it is revealed that most preferred
brand is Thumps Up followed by Coca Cola and Mountain Dew.

2. Majority of the respondents uses their respective brands because of the quality and it is
revealed that there is no significant relationship between the choice of brand and price of
the product.

3. There is an impact of the Advertisements on the consumers regarding the choice of their
brand, i,e there is a significant relationship between advertisements and the choice of the
brand.

4. The most liked medium of Advertisements is television followed by Internet and Outdoor
media .

5. Internet is mostly liked by the younger youth between the age group 18-25 because of the
access to new technologies.

6. Newspapers and Radio has the low rating as compared to other mediums, because they are
still used by aged people.

7. There is a great impact of the advertisements on the consumers as 83% respondents replied
they do recall the advertisements of their brands. This recall helps them in decision making
while making a purchase.

8. People remember different aspect(s) of the advertisements. The most remembered aspect by
respondents is Punch Line, followed by Celebrity.

9. Celebrity endorsement has a positive effect on the perception of the respondents.

46
 10. Almost all the respondents were able to answer the last question which was based on the
aided recall. Respondents were given punch lines of different brands and respondents have
to identify the brands with which they are associated.

47
 Conclusion

As there is cut throat competition in the soft drink industry mainly between the two big giants i.e

Coca Cola and Pepsi, and both are striving very hard for their market share. Therefore it becomes

very hard for the companies to retain their customers. It is also evident that 34 % of the total costs,

these companies spend on Advertisements. Therefore Advertisements are the back bone for this

Industry, they act as a glue to retain their consumers and target the prospectus.

Also the consumers preferences and the attitudes change with the passage of the time and age,

Mediums of Advertisements also play an important role in promoting the products among the

masses.

Advertisements play a pivotal role in changing the consumers perception.Television is an important

and effective medium used for communication with the consumers, and Internet has emerged one

of the strongest medium that youngsters use to gather the information.

Also celebrities affect the consumer perception and buying behaviour, and celebrities are one of the

most remembered aspect of the advertisement. Companies should use those celebrities that have the

greater credibility and fan following.

At last we can say that there is a direct relation between Advertisements and the consumer buying

behaviour which has been proved by the tests also.

48
 Recommendations

1. Companies should aggressively go for Internet marketing as there is a great scope for it

because youngsters are in close contact round the clock with Internet

2. Companies should come up with new and effective advertisement campaigns regularly.

3. Companies should focus on creative advertisements, because people want something

different , something new that will attract their attention.

4. Companies should make use different mediums of Advertisements to cover maximum

population.

5. Advertisements should be made according to the taste of people.

6. Companies should go for Sponsorships of different events like cricket, football at district

levels.

7. Companies should select the celebrities, that has greater credibility and fan following.

8. Companies should promote their product on FM Radio stations in jalandar and almost every

body listen to FM radio Stations on their cell phones so there is a great scope for this.

9. Use of digital Billboards as images and videos change after 5 seconds on billboards , they

are attractive, they easily grab consumers attention.

LIMITATIONS

While considering the findings of the study it is advisable to consider the

following limitations:

49
 1) The sample size is restricted to only 150 samples due to time
constraints.
2) The survey was conducted only in Jallandhar and Phagwara.

50
 BIBLIOGRAPHY

BOOKS REFERED
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Marketing
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Available at:- http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1444814

 Kamins A M and Michael A.K, Celebrity Endorsements in Advertising, 11th JUN-2006

Economic Times, At www.economictimes.com/11june2006/celebrityendorsement.

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Cultural Study” (2009) ,www.chillibreeze.com/articles/Advertisement-endorsement.asp.

51
  David H. Silvera and Austad B (2007) “Factors predicting the effectiveness of celebrity
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 Elberse.A “Risks and rewards of Advertisements”

(2009),www.cnn.com/2009/OPINION/12/16/elberse.athlete.endorsements.tiger.woods/index
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(2008),www.indianmba.com/Faculty Column/FC706/fc706.html

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08, 13.16

http://en.mimi.hu/marketingweb/lowinvolvement_products.html 2006-04-25,

14.12

http://encarta.msn.com/encyclopedia_761564279/Advertising.html 2006-04-04,

11.36

http://geoff.cox.free.fr/Docs/Text7.pdf 2006-04-10, 10.00

http://susning.nu/Pepsi 2006-04-12, 10.56

The Coca-Cola Company:

www2.coca-cola.com/investors/form_10K_2005.html 2006-04-12, 11.54

www.coke.com.au/about_advert.asp

Wikipedia, the free encyclopaedia:

52
 http://en.wikipedia.org/wiki/Cola_wars 2006-04-08, 13.46

http://sv.wikipedia.org/wiki/Pepsi 2006-04-12, 11.01

http://sv.wikipedia.org/wiki/Coca-cola 2006-04-12, 11.00

www.economist.com/business/displaystory.cfm?story_id=2787854 2006-04-09,

9.06

www.geocities.com/colacentury/ 2006-04-08, 14.15

www.louisville.edu/~rljohn10/pepsi.html 2006-04-11, 16.50

www.marketwatch.com/News/Story/Story.aspx?guid=%7B943CBB2D-9AAC-

4DAA-A928-

5B5A8D74E3BE%7D&siteid=mktw 2006-04-04, 10.15

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%20Clutter.pdf 2006-04-

53
 Annexure
QUESTIONNAIRE

Dear Sir/Madam.

We are conducting this survey as a part of our MBA programme from Lovely Professional University. The
purpose of this survey is to study the “Impact of Advertisements on the brand preferences towards
Aerated drinks”, so we would be grateful if you could spend some of your precious time in filling up this
Questionnaire

Q1. Do you drink Soft drinks?

Yes No

Q2. Which brand do you drink the most?

Pepsi Coca Cola Dew Thumps Up

Sprite Marinda Limca Fanta

Q3. Why you have chosen this Brand.

Price Quality Advertisements Brand Name Celebrity

Q4. Does Advertisement affect the choice of your brand?

Strongly Agree Agree Neutral Disagree Strongly Disagree

Q5. Which medium of Advertisement you like the most?

Rank according to your Opinion ( 1 for most, 5 for the least)

TV Radio Newspapers Magazine Internet

Out Door Media

Q6. Can you recall any advertisement of your Brand?

Yes No

Q7. Which of the following aspect of the advertisement you remember most?
54
 Colour Slogan Theme Punch Line Celebrity

55
Q8. Does an advertisement showing your favourite celebrity affect your choice of Brand?

Yes No Can’t say

Q9. How does an advertisement showing your favourite celebrity affect your perception of the brand?

Positively Negatively Can’t say

Q10. Following Punch Lines are associated with advertisement of different brand of soft drink .
Identify the brands.

Punch Lines Brand

f) Thanda Matlab -------------------------------------------

g) Yeh Dil Mange More -------------------------------------------

h) Seedhi Baat No Bakwas -------------------------------------------

i) Do the Dew -------------------------------------------

j) Bheja Fry, 7 Up try -------------------------------------------

Personal Information:

Name

Address

Gender M F Contact No.

Age: Below18 18-25 26-35 36-50 Above 51

Occup: Service Business Student Housewife Others

56