CONSUMER PERCEPTION TOWARDS SURROGATE ADVERTISEMENT

TABLE OF CONTENTS
TITLE PAGE. i
TO WHOME IT MAY CONCERN .ii
DECLARATION.. iii
ACKNOWLEDGEMENT.iv
EXECUTIVE SUMMARY... v
TABLE OF CONTENTS .vii
LIST OF TABLES AND FIGURES. x
Page No.
Chapter 1: Introduction ..............................................................................................1
1.1Surrogate Advertisements .

..3
1.2

Surrogated

advertisement

promoted

by

liquor

companies...5
1.3 The

Corporate

Standpoint
..6
1.4 Surrogate

Advertising:

Emerging

Trend7
1.5 Consumer

Psychographics

and

Surrogate

Advertising..9
1.6 Impact

of

surrogated

advertisement

children.10

on

CONSUMER PERCEPTION TOWARDS SURROGATE ADVERTISEMENT

1.7 Issues

for

concern
11
1.8 Consumer

reaction

toward

surrogated

advertisement11
Chapter 2: Legislative Measures .....13
2.1

Legislative

Measures
.14
2.2

Advertising

Standard

Council

of

India

(ASCI)

code..15
Chapter 3 : Literature Review .....20
3.1 Introduction.............................................................................................................21
Chapter 4 : Objectives and Need of Study ...24
4.1 Objective of study...25
Page No.
4.2 Need of the study25
Chapter 5 : Research Methodology .26
5.1 Nature of the Research Design .27
5.2 Data Collection..27
5.2.1 Primary Data .27
5.2.2 Secondary Data..27
5.3 Sampling Method.27
5.4 Sample Type ...27
5.5 Sample Size.27
5.6 Sample Area27

CONSUMER PERCEPTION TOWARDS SURROGATE ADVERTISEMENT

5.7 Tools Uses for Analysis .27

Chapter 6: Data Analysis ...28
6.1 Factor Analysis Results .29
6.1.1 KMO and Bartlett's Test..29
6.1.2 Total Variance Explained30
6.1.3 Component Matrix...31
6.1.4 Rotated Component Matrix.32
6.1.4.1 Analysis on Rotated component Matrix...32
6.2

Analysis on the questionnaire...34

6.2.1

Consumer consumption patter on following factors34

6.2.1.1 Consumption in six months.34
6.2.1.2 Consumption rate in month 35
Page No.

6.2.1.3 Timing preferred for consumption..35

6.2.2

Parameter influence to buy alcoholic product.36

6.2.2.1 Due to monthly income...36
6.2.2.2 Money spend on alcoholic product 36
6.2.2.3 Influence due to watching surrogated ads in day37
6.2.2.4 Influencer to buy alcoholic product37

6.2.3

Consumers perception toward legislative measure on surrogate38

6.2.3.1 Perception on necessity of advertisement38
6.2.3.2 Tax and other legal barrier on alcoholic products38
6.2.3.3 Opinion about banning.39

CONSUMER PERCEPTION TOWARDS SURROGATE ADVERTISEMENT

6.3 Findings.....40

Chapter 7: Conclusion & Suggestions..41

7.1 Conclusion.42
7.2 Suggestions....43
7.3 Limitations of the study44
8. References/Bibliography.
45
Annexure47
Annexure A: Sample of Questionnaire .48

LIST OF TABLES ....Page No:

Table

1.1:

Companies

following

surrogated

advertisement..

.................4
Table 6.1.1: KMO and Bartletts Test.29
Table6.1.2:TotalVariance explained...30
Table 6.1.3: Component Matrix..31
Table 6.1.4: Rotated Component Matrix.32

LIST OF FIGURES. ...Page No:

Figure 1.4: Surrogated ads. :Print advertisements
..8

CONSUMER PERCEPTION TOWARDS SURROGATE ADVERTISEMENT

Figure 1.8: Consumer attraction created by surrogated

advertisement..12
Figure

2.2(a):

Kingfisher

brand

promotional

advertisement.17
Figure

2.2(b):

Brand

promotional

advertisement

by

different

groups..18
Figure 6.1.2: Scree plot showing factors
variables...31
Figure 6.2.1.1:Consumption in six months
.34
Figure 6.2.1.2:Consumption rate in
month.35
Figure 6.2.1.3: Timing preferred for
consumption.35
Figure 6.2.2.1:Monthly
Income..36
Figure 6.2.2.2: Money spend on alcoholic
product..36
Figure 6.2.2.3:Influence due to watching surrogated advertisements in
day..37
Figure 6.2.2.4:

Influencer to buy alcoholic

product.37
Figure 6.2.3.1

Perception on necessity of

advertisement.38
Figure 6.2.3.3: Opinion about
banning.39