PRESTIGE INSTITUTE OF MANAGEMENT & RESEARCH, INDORE

MRP Synopsis on the Topic A Study of Impact of Advertisement on Purchase Decision of Washing Powder

FACULTY GUIDE PROF. SHUBHANGI JORE PIMR

SUBMITTED BY

SHIVESH KEHARI MBA(MM) IVth Sem.

INTRODUCTION:- .

The size of the Indian detergent market is roughly estimated to be ` 12,000 Cr. Characterized by immense competition and high penetration levels the Indian detergent segment is ruled by players like Hindustan Unilever Limited, Henkel and Proctor & Gamble. As a result of rapid urbanization the demand for better quality household products is constantly on a rise. In this dynamic environment, competition among companies is increasing and this competition makes the way to attract customer more difficult. Cost of attracting and retaining customer is also increasing day by day. All companies try to achieve highest level of sale with their minimum or affordable budget. To achieve this goal companies should have to make strategies before implementation of the plan. Advertisement is the most important source to promote the brand. TV is the most attractive source to attract customer attention; it requires high investment. The advertiser must aware about the frequency of media that how much frequency of exposure will be effective to create positive response from consumers. There are several studies of purchase decision and how the purchase decision affected by the repeated exposure to advertising. It is very important for the companies to make sure that they will get target return on their investment. There are many players available in Indian detergent market and customer have many choices. So it is very difficult for all the players to survive in such a cut throat competition. Here comes the role of advertisement as a tool to attract the customers particularly in detergent industry. All companies main focus is to design such ads which can have a long lasting impact on consumers mind and affect his purchase decision positively. The study is to determine the impact of advertisement on consumer purchase decision

CONCEPTUAL FRAMEWORK

Detergents are among products that with regard to their cleansing property embrace a large spectrum of consumers. In fact this product is possessed of the market attractiveness to a very large extant. On the other hand in recent years the producers of detergents have had a considerable growth both from the view point of number and the rate of production which a kind of competition has been formed among them. Recently the eliminating of subsidization has exacerbated to the competition among the producers of this product. Then the success belongs to the companies that with profiting from wide advertising making use of suitable advertising tools. whatever in this research brings up as the basic matter is that it is not distinct for the actives of this industry that from the viewpoint of their customers which one of advertising tools have the greatest role in attracting their attention and their tendency toward buying from the customers of this product, inspects the degree of effect of numerous advertising tools on their demand for detergent product. Advertisement plays a very important role in order to attract the customer and make a purchase. The detergent companies are using distinct theme based advertisement in order to attract the consumers. These advertisement theme help the customer to develop a notion in customers mind about the quality of the product. This will in turn result in buying of detergent by the customer at the time of purchase. Thus advertisement is directly linked with the perceived quality of the product to which the customer is attracted. In this study the impact of advertisement and perceived quality of the product is studied which ultimately contribute in purchase decision.

REVIEW OF LITERATURE Dix and Phau (2010) Measure the situational factors that generate channel switching in the television environment. Situational factors include viewers mood, disliking of the commercial, irritating, repeated commercials, and other viewers pressure and so on.14point scale is used to measure the viewer response to channel switching. Researcher takes100 sample sizes. Data collected through questionnaire. Factor analysis is conducted for this study. The result shows that these situational factors can influence the channel switching. Future research can be investigated that how situational factors effect in a single viewer environment versus group viewer environment. Caroline et al (1994) examined the effect of advertisement on repeat purchase and brand switching. The data consist of household purchase record, advertisement exposures for an 84-week period and store information on price and promotion. For this research detergent and ketchup category selected. The researcher fined that advertisement exposures have significant switching effect but no repeat purchase effect. And in liquid category the result shows no switching effect ,no repeat purchase effect and on repeat purchase it have a negative effect .Their results suggest that advertisement exposures may affect brand switching but does not affect repeat purchase. This study provides opportunity for further research because in other product category there is a need to replicate these results. Zufryden (1987) Study the effect of advertising on consumer purchase dynamics that relates to delivery of exposures from scheduling of brands media to purchase frequency behavior patterns over time. The data collected from 200 respondents on the basis of 32 week periods, purchase diary data include in this research that based on two advertisement situations (1) viewer receive a TV advertisement campaign of split cable (2) while another does not. Simple regression was applied. The model shows the probability of maximum number of purchase under high level of growing exposures. for advertising managers this model provide a useful tool of media planning that can help the managers in selecting their effective and appropriate schedules. Batra and Ray (1986) Study the impact of advertisement repetition on attitude based on condition such as motivation, ability, and opportunity. In this study 30 second commercial was used and 131 households were exposed to this commercial. Object of the study was to determine the difference in ad repetition effect across different situations. ANOVA method is applied. The result shows that motivation /ability are significant with ad repetition. When the repetition of ad increases it will also increase the brand attitude and purchase intention.

OBJECTIVES OF THIS SURVEY To study the impact of detergent ads on consumer purchase decision To study the impact of detergent ads on consumer purchase decision taking different demographic variables.

Rationale of the study:

There are various factors like price, quality, reference group, etc, which affect the consumer purchase decision. With a boom and high competition in this sector particularly in detergent industry, gives inspiration to carry out this study. This study will help to understand the purchase decision and the impact of advertisement on consumer in Indore city. The study will be based on survey in Indore city. The study will help to know the buying behavior of customers in the city considering various demographic variables which are likely to affect their buying pattern METHODOLOGY STUDY:The study will be exploratory in nature. This study evaluates the influence of advertising repetition and impact on the buying decision of customer. SAMPLE:The sample of 100 respondents will be taken from Indore for research perspective. THE TOOLS Tools for data collection:Personal interview will be conducted to collect the data for the study by using questionnaire as the research instrument. Tools for data analysis:Appropriate statistical tools will be used for the analysis of the data.

REFERENCE: 1. Majeed Sohail (2011) the Impact of Television Advertisement Repetition, and Perceived Quality on Consumer Purchase Decision. Australian Journal of Basic and Applied Sciences,, 2. Dix and Phau (2010) Generate channel switching in the television environment. 3. Caroline (1994) Effect of advertisement on repeat purchase and brand switching. 4. Zufryden (1987) Effect of advertising on consumer purchase. 5. Batra and Ray (1986) Impact of advertisement repetition on attitude based.