RESEARCH PROJECT

ON
Effect of Advertisements on Rural Consumers
SUBMITTE IN THE PARTIA! "U!"I!!MENT O" THE RE#UIREMENT "OR THE
E$REE O"
MASTER O" BUSINESS AMINISTRATION
%MAR&ETIN$'
Session ())*+),
Under $uidance of- Su.mitted B/-
0irender At12al Surender &umar
!ecturer Roll No3 )*)455),556
M3 S3 Colle7e8 "ate1a.ad MBA Mar9etin7
IRECTORATE O" ISTANCE EUCATION
$URU JAMBHESH:AR SCIENCE ; TECHNO!O$<8 UNI0ERSIT<
HISAR+5(*))5 %HAR<ANA'
1
CONTENTS
1. Introduction
2. Objectives of study
3. Research Methodology
Defnition of Problems
Research design
4. Proposed Limitations
5. Bibliography
Annexure
2
Acknowledgements
Research cannot be claimed the work of single person. It is
rather teamwork. It is the collective efort of many persons
involved.
I extend my heartfelt gratitude to Mr. Virender Atwal
!ecturer of M.". #ollege $atehabad who most generously
agreed to be my guide in theist challenging study. It was
primarily her help which enlightened my path in
successfully completing this pro%ect. I sincerely appreciate
her contribution.
I am also very thankful to all respondents for their
welcoming attitudes and their wholehearted responses.
&ithout their help this study would not have been
possible.
At the last but not least I also express my heartfelt
gratitude to my parents who provided me an opportunity
to reach at this level and also to my friend 'arveen (umar
)M.*.A.+ for his help and motivating me for completion of
this study.
(SURENDER KUMAR)
3
4
Certificate
This is certified that Mr. Surender Kumar has completed his
dissertation wok entitle Effect of Advertisements on Rural Consumers
under m! guidance.
"e has collected the data of his report from primar! sources and has
dul! acknowledged them meticulousl! and methodicall!. This pro#ect
report is an outcome of his sincere and wholehearted devotions.
$ wish "im all success in life.
)Virender Atwal
!ecturer
M.".#ollege $atehabad.
5
Chapter %
Introduction
Efforts of persuade men to buy or trade somet!n" #an be tra#ed tousands years
ba#$% &e too's( te spe#!a'!)at!on and te !nst!tut!ons tat #arry out t!s !ntent!on
#ame 'ater and as been ref!ned to te!r present sta"e 'ar"e'y s!n#e1*++%
THE PRE-MARKETING ERA
Street criers, sings and guilds: At f!rst a'' ad,ert!s!n" -as ,o#a' !n an#!ent .ree#e/
to-n #r!ers so'd s'a,es and #att'e( made pub'!# announ#ements and #anted
ad,ert!s!n" rymes tat sounded somet!n" '!$e today0s s!n"!n" #ommer#!a's% 1r!ers
seem to a,e #ome !n te!r o-n a"a!n !n rad!o and te'e,!s!on%
After te #r!er( #ame s!"ns% Most of te s!"ns !n an#!ent and med!e,a' Europe and
As!a -ere symbo'!#% A "oat -as te s!"n of a da!ry !n Rome( a mu'e dr!,!n" a m!''
meant a ba$ery( and a boy be!n" -!pped -as te s!"n for a s#oo'%
2n te ear'y se,enteent #entury an !mportant ne- med!um ne-spaper "a,e
ad,ert!s!n" a substant!a' pus for-ard% 3n of te f!rsts( bonaf!de ne-spaper
ad,ert!sement -as on tat appeared !n 145+ !n 5se,era' pro#eed!n"s !n par'!ament% 2t
offered a re-ard for te return of t-e',e sto'en orses% 6on 7a'ter founded te no-
,enerab'e 8ondon &!mes !n 19::% Dur!n" t!s per!od peop'e used ne-spapers
ad,ert!sements to announ#e -att tey -anted to buy or se''% Many ad,ert!sements
-ere of te #'ass!f!ed type;appea's ofr pos!t!ons( p'a#es to '!,e( fr!ends of te
oppos!te se< and offers of ouseo'ds "oods for sa'e%
4
&e f!rst !ssue of 1o'on!a' Amer!#a0s f!rst su##essfu' ne-spaper( pub'!sed !n 19+4
#onta!ned and ad,ert!sement promot!n" te ne-spaper as a med!um for ad,ert!sers%
2n 192* =en>am!n ?ran$'!n( often re"arded as te fater of Amer!#an ad,ert!s!n"(
be"an pub'!s!n" !s @.a)ette0 soon ad te 'ar"est #!r#u'at!on and te 'ar"est
ad,ert!s!n" ,o'ume of any paper !n #o'on!a' Amer!#a ?ran$'!n( '!$e today0s more
sop!st!#ated #opy-r!ters( empas!)ed te re-ards der!,ed from te produ#t( ea't
and #omfort) rater tan te produ#t !tse'f%
Rise of Mass Production
Ne-spaper ad,ert!s!n" prospered !n ear'y n!neteent #entury Amer!#a Ma"a)!ne
pub'!s!n" !n Amer!#a be"an !n te ear'y e!"teent #entury% &e pub'!ser of ear'y
e!"teent #entury tere -as '!tt'e reason to st!mu'ate te masses to buy% 2t -as
d!ff!#u't enou" to manufa#ture -at te #onsum!n" pub'!# a'' ready -anted%
&e !dea of a"en#!es to and'e ad,ert!s!n" for #'!ents !s usua''y attr!buted to te "reat
?ren# essay!st( Monta"e% 2n 15:: e proposed tat anyone 5-o as pear's to se''
or -anted a ser,ant of #ompany on a tr!p to Aar!sB #ou'd ma$e !s need $no-n to
5sn off!#erB appo!nted for tat purpose% &!s -as for d!fferent from today0s a"en#y(
but te off!#er -as !n sense( an ad,ert!s!n" a"ent% C!stor!ans a"ree tat te ear'y
ad,ert!s!n" a"en#y p'ayed a ,!ta' ro'e !n de,e'op!n" ad,ert!s!n" and a'' Amer!#an
bus!ness% &e modern a"en#y( -!# p'ans and prepares ad,ert!s!n" #ampa!"ns for
an ad,ert!ser;#'!ent( d!d not be#ome #ommon unt!' te 'ater part of te n!neteent
#entury%
9
MENING AND DEINITI!N
A##ord!n" to Ste-art C% =r!tt; 5Do!n" bus!ness -!tout ad,ert!s!n" !s '!$e -!n$!n"
at a "!r' !n te dar$/ you $no- -at you are do!n"( but nobody e'se doesB%
Ad,ert!s!n" !n#'ude tose a#t!,!t!es by -!# ,!sua' or ora' messa"e are addressed to
te purpose of !nform!n" tem and !nf'uen#!n" tem e!ter to buy mer#and!se or
ser,!#es or to a#t be !n#'!ned fa,orab'y to-ards !deas ( !nst!tut!on( or persons
featured % As #ontrasted -!t pub'!#!ty and oter forms of propa"anda( ad,ert!s!n"
messa"es are !dent!f!ed -!t te ad,ert!ser e!ter by s!"nature or by ora' statement%
2n future #ontrast to pub'!#!ty( ad,ert!s!n" !s a #ommer#!a' transa#t!on !n,o',!n"
payment to pub'!sers or broad#asters and oter -ose med!a are emp'oyed%
Ad,ert!s!n" !s '!$e e<er#!se% 2f you -ant your brand to be f!t( !t0s "ot to e<er#!se
re"u'ar'y% Stop e<er#!s!n" and -!'' 'ose #ond!t!on!n" and probab'y "a!n -e!"ty%
Stop ad,ert!s!n" and your brand '!$e'y -!'' 'oose same of !ts eDu!ty and mar$et sare
as -e''%
:
DISP"A# AD$ERTISING
Ao!nt of d!sp'ay re!nfor#es tat ,!ta' ur"e to buy #reated by our !n!t!a' pub'!#!ty% &!s
form of d!sp'ay does !n fa#t #arry te 'ast se''!n" -ord to te #ostumer( before te
a#tua''y 'eans o,er te #ounter to de'!,er !s order to te "ro#er% Cere !s a un!Due
se''!n" opportun!ty( -!# no sa'esmen -ort !s sa't -ou'd dream of m!ss!n"( !f
persona' sa'esmans!p at t!s >un#ture -ere bot a##eptab'e and pra#t!#ab'e%
&ere !s no furter !mportant po!nt !n #onne#t!on -!t d!sp'ay( -!# !s often
o,er'oo$ed and tat !s one d!sp'ay #an on'y be effe#t!,e for a #erta!n per!od% A''o- !t
to rema!n too 'on" and #ustomer -!'' not e,en not!#e !t -!'' a,e be#ome part of te
sop f!tt!n"s% Ear!at!on and #an"eF tere!n 'ays te se#ret of su##essfu' po!nt f sa'e
d!sp'ay( a''!ed -!t te Dua'!t!es '!sted ear'!er%
Aa#$a"!n" !n many respe#t !n a$!n to po!nt of sa'e d!sp'ay and !s( of #ourse( ,!ta''y
!mportant% Essent!a' fa#t a"a!n !s or!"!na'!ty( s!n#er!ty and Dua'!ty% &e pa#$et of te
produ#t !s a #onstant ad,ert!sement and as su# reDu!res #'osest #ons!derat!on !n
des!"n and produ#t!on% 2t sou'd be p'eas!n"( durab'e and a''o- easy a##ess to te
produ#t%
*
R!"E ! AD$ERTISING
Ad,ert!s!n" p'ays a ,!ta' ro'e !n te so#!ety and on te e#onomy of te so#!ety as;

1% Ad,ert!s!n" e'ps !n "enerat!n" emp'oyment and !mpro,ement !n .NA%
2% Ad,ert!s!n" !s a stron" #ommun!#at!on too' for pro,!d!n" !nformat!on to bot
#onsumers and !ndustr!a' pur#asers re"ard!n" produ#t0s Dua'!ty( pr!#e and ne-
te#no'o"y%
3% 2t e'ps ra!s!n" standards of '!fe by br!n"!n" !n !nformat!on about ne-
produ#ts( ser,!#es and #on#epts% 2t a'so "enerates a-areness about te br!"ter and
ea't!er aspe#ts of '!fe and en,!rons%
4% Ad,ert!s!n" subs!d!es med!a e<pend!ture and e'p to ma!nta!n !ndependen#e to
a "reat e<tent%
%HT AD$ERTISING D!ES !R PE!P"E&
1onsumer are !nterested !n( and !n a #ease'ess sear# for "reater sat!sfa#t!on of te!r
needs% &e #onsumers 'oo$ to ad,ert!s!n" to e'p !n#rease !s sat!sfa#t!on% 7at
produ#t are a,a!'ab'e( -ere at pr!#es and fa#ts about -at tose produ#t -!'' do to
and for buyers are e<amp'es of e'pfu' !nformat!on #onsumers%
1+
%HAT AD$ERTISING D!ES !R '(SINESS&
Ad,ert!s!n" -ant to ma$e sa'es today and !n te future% So( tey use ad,ert!s!n" to
#reate and st!mu'ate demand( to open and to e<pend mar$ets% 2t !s a'oes used for
#reat!n" "ood-!''( te pr!mary !mpa#t of -!# !s sa'es ,o'ume%
RESEAR)H IN AD$ERTISING
Ad,ert!s!n" #reat!,e'y and !nte''!"ent'y users resear# f!nd!n"s as "u!de'!nes% 2n
determ!n!n" o- mu# to spend for ad,ert!s!n"( te fo''o-!n" t-o fa#tors must
#ons!ders%
1. 1ost of ea# resear# pro>e#t%
2. =enef!ts der!,ed form te pro>e#t%
=efore "o!n" !nto te spe#!f!#s of ad,ert!s!n" resear#( tere are tree steps( -!#
sou'd be understoodG
1. 3n'y tose e<posed to an ad,ert!s!n" messa"e a,e an opportun!ty to
understand !t%
2. 3n'y tose -o understand an ad,ert!s!n" messa"e #an be !nf'uen#ed by !t%
3. &ose -o buy or -at te ad,ert!ser !ntended are f!na' measurement of
effe#t!,eness%
11
(N)TI!NS ! AD$ERTISING
&e tas$ -!# ad,ert!s!n" may be #a''ed upon to do !n any bus!nesses -!'' depend
upon te needs of te part!#u'ar enterpr!se as determ!ned by a pa!nsta$!n" ana'ys!s%
2n "enera'( -e may say tat te pr!n#!p'e a!m of ad,ert!s!n" !s to se#ure( ma!nta!n(
and !n#rease te d!str!but!on and #onsumpt!on of a produ#t%
2t sou'd be understood tat d!,!s!on of fun#t!on !nto pr!mary and se#ondary !s
some-at arb!trary and tat !n some !nstan#es se#ondary fun#t!on may be#ome of
ma>or !mportan#e -!'e #erta!n fun#t!ons '!sted under pr!mary may be#omes
se#ondary%
PPRIMAR# (N)TI!N
To secure dealers- ?reDuen#y #ampa!"n are based pr!mar!'y on te ne#ess!ty of
se#ur!n" more dea'ers( -o #onst!tute as ru'e te f!na' se#t!on of te p!pe '!ne tat
#arr!es produ#ts from te manufa#turer to te #onsumers% A 'ar"e sare of te pub'!#
br!n"s -ere te produ#ts ad,ert!sed and "enera' #onsumer ad,ert!s!n" !s used( !t !s
usua''y easy to s!" up ne- dea'ers be#ause tey re#o"n!)e te -!de'y ad,ert!sed
produ#ts tend to se'' more eas!'y% 2f te produ#t !s n!t used by te a,era"e #onsumers(
as for !nstan#e tra#tors( te ad,ert!ser may -ant to ad,ert!se d!re#t'y for dea'ers%
1onsumer ad,ert!s!n" may a'so #arry so'!#!tat!ons of Ne- Dea'er%
12
To *el+ t*e dealer- 7e no- #ome to te dea'er( -ose bus!ness as under"one a
"reat #an"e by reason of ad,ert!s!n"% &ere are appro<!mate'y 14( 4+(+++ reta!n
stores !n te Un!ted States( out'ets for te sta"e of te >ourney from te fa#tory te
pub'!#%
Ne!ter te reta!' mer#ant for !s #'er$s #an ta$e mu# t!me to e<p'a!n te mer!ts of
te undreds of art!#'es on te se',es% Many #orner dru""!sts -!'' a,e 1+(+++ or
more !tems -!'e te metropo'!tan department store -!'' a,e 3( ++(+++ to 4( ++(+++%
2f te art!#'e !s un$no-n( te mer#ant -!'' not mo,e and e may ne,er buy a"a!n%
Ad,ert!sed art!#'es( o-e,er( mo,e more eas!'y from !s se',es be#ause te peop'e
a,e read about tem( are #on,!n#ed of te!r mer!ts( and 'oo$ upon tem as o'd
fr!ends before e,er try!n" tem% Reta!'er0s prof!ts #ome part'y from Du!#$ turno,er
and ad,ert!s!n"( !f defe#t!,e #ondu#t to t!s% 2t !s for manufa#turers -o ad,ert!se to
"et te best >obber and dea'ers tere are% &e fa#t tat tese out'ets and'e ad,ert!sed
"oods !n#reases te!r prest!"e !n te!r #ommun!t!es% More o,er( su# -o'esa'ers and
dea'ers are more '!$e'y to be 5"ood payB and to redu#e #red!t 'osses to a m!n!mum%
Re'ates ne, +roducts to fa-il.- Anoter fun#t!on of ad,ert!s!n" !s to re'ate a ne-
mode' or for of a fam!'!ar produ#ts( to a name for -!# prest!"e as been f!rm'y
estab'!sed( !n t!s -ay a #ompany -!# manufa#turers a '!ne of produ#ts #an
se#ure Du!#$ a##eptan#e of ne- !tem by ad,ert!s!n" !t as on of a "roup of produ#ts
-ose Dua'!ty -e'' $no-n%
13
Ne- $!nds of food( ne- mar$ets of automob!'es( ne- sty'es !n safety ra)ors and
many oter no- fam!'!ar art!#'es a,e se#ured rap!d and -!despread d!str!but!on
trou" t!s form of ad,ert!s!n"%
To create insurance- Ad,ert!s!n" #reates !nsuran#e for te manufa#turer0s
bus!ness% &!s pr!n#!p'e !s based on te fa#t tat trou" te ad,ert!s!n" of
trademar$s of trade names of te "enera' appearan#e of te pa#$a"e pub'!#
re#o"n!t!on and a##eptan#e are se#ured% &!s ma$es te manufa#turer more
!ndependent of -o'esa'ers and reta!'er( -o !n turn f!nd !t d!ff!#u't to subst!tute
te!r o-n brands for nat!ona''y ad,ert!sed ones%
To create confidence in /ualit.- =efore tere -ere -!de'y ad,ert!sed produ#ts
te buyers depended mu# more tan no- upon !s ab!'!ty to te'' Dua'!ty% Ce ad
#erta!n -ays of determ!n!n" -eter a su!t -as -oo' or #otton( -eter a ra)or
b'ade -as or not made of "ood stee'% 7en te ouse-!fe buys !s prepared -!t te
same #are and same formu'a and standard of san!tat!on as te one se bou"t a -ee$
a"o% &e pur#aser of nat!ona''y ad,ert!sed #'ot!n" be'!e,es( be#ause of !s past
e<per!en#e tat !f te manufa#turers ad,ert!se -!de'y tat te #'ot!n" !s of a #erta!n
Dua'!ty( !t -!'' be found as ad,ert!sed%
To create -ore 0usiness for all- 1ompet!t!,e ad,ert!s!n" of t-o or more
manufa#turers !n te same f!e'd often e<pands mar$et and #reates more bus!ness for
a''% &!s e<emp'!f!ed by te fa#t tat for years se,era' #ompet!n" portab'e type-r!ter
manufa#turers a,e been ad,ert!s!n" not on'y te mer!ts of te!r part!#u'ar produ#t
but te ad,anta"es -!# o-ners!p of a portab'e and te ab!'!ty to type "!,e to
students( ouse-!,es( bus!nessmen and oters% &!s po'!#y as "reat'y !n#reased te
use of portab'e%
14
SE)!NDAR# (N)TI!NS

2n add!t!on to te fun#t!ons of te ad,ert!s!n" named abo,e( many ad,!sers a,e
#ome atta# "reat !mportan#e to #erta!n oter fun#t!ons( -!# may be #'assed as
se#ondary( a'tou" at t!mes some of tese fun#t!ons may assume a pr!mary ro'e%
&o ?urn!s !nformat!on sa'esman and dea'er H Ad,ert!s!n" #ons!der !mportant te
fa#t tat te!r sa'esman and dea'er and many t!mes ser,e as a #e#$ erroneous and to
entus!ast!# #'a!ms% &e pr!nted -ord !s te manufa#turers "uarantee%
&o se#ure better emp'oyees H Ad,ert!s!n" tends to ma$e !t poss!b'e for te
manufa#ture to se#ure better e<e#ut!,es( better sa'esman and e,en better p'ant
-or$ers% 2t !s natura' to -ant to be !dent!f!ed -!t te -!de'y $no- #ompany -ose
ad,ert!s!n" !s a'ert and a""ress!,e% Emp'oyees of te #ompany( espe#!a''y !n te
sa'es department( are '!$e'y to red te ad,ert!sement of te!r #ompany -!t mar$et
!nterest and pr!de% Moreo,er tey often fee' tat -!t a #ompany tat ad,ert!ses te!r
#an"es of study emp'oyment and promot!ons are better%
15
AD$ERTISING MEDIA
Med!a !s mu# Hused -ord fam!'!ar to e,erybody% 2n fa#t( anyt!n" tat #arr!es a
messa"e !s a med!um/ 'etter( not!#e( boards and -ord of mout are a'' med!a% Med!a
#an a'so be #'ass!f!ed as/
Abo,e te '!ne med!a; Aress% &%E% 3utdoor posters( 1!nema and rad!o% &e
re#o"n!)ed a"en#!es "et #omm!ss!ons form tese med!a%
=e'o- te '!on med!a H &ese don0t "!,e #omm!ss!on to te ad,ert!s!n" a"en#y% &e
a"en#y ad,ert!sements a per#ent as a and'!n" or prof!t #ar"e or #ar"e a ser,!#e
fee% &e e<amp'es are Hd!re#t ma!'( mer#and!s!n" e<!b!t!ons and sa'es '!terature%
&e fo''o-!n" are te ,ar!ous #ate"or!es of med!a a,a!'ab'e to a med!a buyer or
ad,ert!ser/
Print -edia: -
Ne-spaper
Ma"a)!nes
6ourna's
'roadcast Media
Rad!o
&e'e,!s!on
14
Chapter 2
Research Methodology
DEINAITI!N ! PR!'"EM
2t as norma''y been obser,ed tat most of te mar$eters are spe#ta#'e about rura'
mar$et and #onsumers !n 2nd!a% Ea# #ompany tr!es to pro,!de more !nformat!on
about te!r produ#ts for rura' #onsumers% Eery fe- #ompan!es are rea''y pro,!d!n"
!nformat!on a##ord!n" to te reDu!rement of rura' areas% 2t as a'so been obser,ed
tat no ser,!#e efforts a,e been made to study te bea,!or of rura' #onsumers% &e
rura' #onsumers need to be understood% &ey 'oo$ for bar"a!ns and are -!''!n" to
sa#r!f!#e some produ#t features for 'o-er pr!#e and 'a#$ of proper ad,ert!sements
about produ#ts%
=e!n" an M%=%A% student( 2 sou'd study te effe#t!,eness of !nformat!on of te
produ#ts of te rura' #onsumers !n dept% Anoter s!de of te #o!n !s tat rura'
mar$et !n 2nd!a !s "ro-!n" rap!d'y and enormous untapped potent!a' '!es tere% &us
a'so mot!,ated me for se'e#t!n" my top!# of study as 5Effe#t of Ad,ert!sements on
Rura' 1onsumersB so tat 2 may "et prepared !n ad,an#e to dea' -!t rura'
#onsumers !n my future #arr!er%
19
!'1E)TI$ES ! THE ST(D#
?or te purpose of te #omp'et!on of te pro>e#t =!-an! #!ty -as #osen !n te state
of Caryana% &!s d!str!#t !s r!# !n term of rura' !n#ome( e#onom!# "ro-t( and
uman de,e'opment% So "enera'!)at!on based on te study #an be made for -o'e
rura' popu'at!on of te state% &us t!s d!str!#t -as #osen -!t te a!m to $no- te
trend amon" rura' #onsumers to-ards ad,ert!sements -!t te fo''o-!n"G
&o study te !mpa#t of ad,ert!sements on rura' #onsumers%
&o f!nd out te mot!,at!ona' fa#tors for rura' #onsumers%
&o study te per#ept!on of rura' #onsumers to-ards ad,ert!sements%
&o study te med!a ab!ts and e<posure of rura' #onsumers%
&o study sour#es of !nformat!on of rura' #onsumers%
RESEAR)H DESIGN
&e un!,erse #osen for te study -as rura' Caryana( !%e% % te study -as fo#used on
rura' #onsumers !n te ,!''a"es of Caryana%
&e popu'at!on -as te ,!''a"es under =!-an! d!str!#t and !t -as bas!#a''y fo#used
on te f!,e ,!''a"es% &e ,!''a"es #o,ered -ereG
1. Na'o! 2% K!$ra'
3% .urera 4 =ar-a
5% Dan! Ram"as
1:
Sa-+le
&e samp'!n" te#n!Due used -as #on,en!en#e samp'!n"% A samp'e s!)e of undred
-as ta$en !t -as de#!ded to #o,er 2+ respondents from ea# ,!''a"e a'tou" no
spe#!f!# strata -as made%
Data )ollection
&e data -as #o''e#ted by persona' !nter,!e- based on stru#tured Duest!onna!re(
-!# -as en#'osed !n anne<ure%
Anal.sis and conclusion
&e data -as #o''e#ted on te bas!s of te Duest!onna!re( -as ana'y)ed a##ord!n" to
te ob>e#t!,es of te resear# !%e% ( data of ea# ob>e#t!,e ana'ys!s separate'y%
&e data -as ana'yses for te per#ent of te respondents a,!n" a part!#u'ar op!n!on
about a part!#u'ar ob>e#t!,e% After tat( tab'es -ere formu'ated and on te bas!s of
tose tab'e "raps -ere prepared% &ese "raps 'ater on used to dra- #on#'us!on of
te study%
1*
Chapter 3
Data Analysis
and
Interpretation

PERS!NA" PR!I"E
&e fo''o-!n" ana'ys!s presents te d!str!but!on of respondents on te bas!s of
#erta!n fa#tors '!$e !n#ome 'e,e'( a"e( edu#at!on and o##upat!on% A'' of te data(
-!# as been so-n !n tese tab'es( !s !n per#enta"e%
AMI"# IN)!ME PR!I"E
2n#ome !s ,ery #ru#!a' fa#tor tat determ!nes te #onsumer0s #o!#e of ,ar!ous
produ#ts( brands -!# affe#t te -ay tey ,!e- and !nterpret te ad,ert!sements%
&e fo''o-!n" tab'e te''s about te d!str!but!on of te respondents on te bas!s of
te!r !n#ome%
2+
DISTRI'(TI!N ! THE RESP!!NDENTS 3N THE 'ASIS ! IN)!ME
&ab'e 1%1
Family Income )Rs.+ Percentage
=e'o- 25+++ 12
25+++;5++++ 34
5++++;95+++ 42
Abo,e 12
&ota' 1++
&ab'e 1%1 re,ea's tat te ma>or!ty of te respondents a,e te!r !n#ome !n ran"e
from 5++++ to 95++++ per annum as tey #onst!tute 42 per#ent of te tota'
respondents% 2n te 'o- !n#ome "roup of be'o-25+++( on'y 12 per#ent of te
respondents e<!ts( -!'e upper #ate"ory of more tan 95+++( tere are a'so 12
per#ent respondents% 2t #an be seen tat respondents !n te !n#ome "roup of 25+++ to
95++++are most 'u#rat!,e se"ment for te mar$eters%
AGE PR!I"E
21
A ,ery !mportant e'ement of demo"rapy of respondents !s te a"e% 2t !s a'-ays ,!ta'
to $no- te a"e "roup of #onsumers as !t as #erta!n !mp'!#at!ons for te mar$eters
espe#!a''y for ad,ert!sers%
DISTRI'(TI!N ! THE RESP!NDENTS !N THE 'ASIS ! THEIR AGE
&ab'e 1%2
Age (years) Percentage
=e'o- 2+ 14
21;25 2:
24;3+ 25
Abo,e 3+ 33
&ota' 1++
22
&e abo,e tab'e #'ear'y !nd!#ates tat s!n"'e 'ar"est a"e "roup of te respondents !s
abo,e 3+ years as 33 per#ent of rura' #onsumers be'on" to t!s #ate"ory and tey are
fo''o-ed by 21 to 25 years #ate"ory as 2: per#ent of te respondents a,e te!r
sare !n t!s "roup% S!"n!f!#ant number of respondents a'so be'on"s to te #ate"ory
24 to 3+ as 2+ per#ent sare !n t!s a"e "roup% &e sare of respondents of be'o- 2+
years !s Du!te 'o- as on'y 14 per#ent amon" respondents%
23
ED()ATI!N PR!I"E
Edu#at!on affe#ts te persona'!ty of an !nd!,!dua' as -e'' as !s a-areness 'e,e'(
att!tude and o,era'' bea,!or% 2t !s ,ery !mportant for a mar$eter to $no- about te
!mpa#t of te #ommutat!on pro#ess and tat of ad,ert!sement% &e fo''o-!n" tab'e
so-s te edu#at!ona' 'e,e' te rura' respondents%
DITRI'(TI!N ! THE RESP!NDENT !N THE 'ASIS ! THE THEIT
ED()ATI!NA" "E$E"
&ab'e 1%3
Educational level Percentage
Upto pr!mary 5
Ar!mary to Matr!# 42
Matr!# to .raduat!on 34
Abo,e .raduat!on 19
&ota' 1++
24
2t !s e,!dent form te tab'e 1%3 tat respondents d!ffer -!de'y re"ard!n"
te!r edu#at!on Dua'!f!#at!on% &e s!"n!f!#at!on number of te respondents
as te!r Dua'!f!#at!on pr!mary to matr!#u'at!on as 42 per#ent of tota'
respondents% 34 per#ent of te respondents are Dua'!f!ed Matr!# to
"raduat!on and 19 per#ent of te respondents are Dua'!f!ed abo,e
"raduat!on% A mer"e per#ent of respondents be'on" to te #ate"ory of up
to pr!mary as tey form 5 per#ent of te respondents%
25
!))(PATI!N PR!I"E
DISTI'()ATI!N ! THE RESP!NDENTS ! THE 'ASIS ! THEIR
!))(PATI!N
&ab'e 1%4
Main occupation Percentage
A"r!#u'ture 59
=us!ness 11
Ser,!#e 22
A"r!#u'ture and =us!ness 4
Ser,!#e and bus!ness 4
&ota' 1++
&e abo,e tab'e dep!#ts tat a"r!#u'ture dom!nate amon" te ,ar!ous profess!on !n
rura' area as !t #onst!tute 59I respondents 22Irespondent are form ser,!#es se#tor
and 11I respondent are form bus!ness% So !t #an be seen !n t!s tab'e tat a"r!#u'ture
!s a ma>or o##upat!on% So te ad,ert!ser sou'd a,e to $eep t!s fa#tor !n m!nd(
-!'e des!"n!n" and present!n" te ad,ert!sements%
24
Distri0ution of t*e res+ondents in t*e 0asis of -edia to ,*ic* t*e
rural consu-ers are e2+osed
&ab'e 2
Media Percentage
Ar!nt 1:
E'e#tron!# 13
=ot 4*
&ota' 1++
&e tab'e so-s tat 4* per#ent respondents are e<posed bot med!a for a-areness
and enterta!nment% 1: per#ent respondents are e<posed on'y pr!nt med!a and 13
per#ent respondents are e<posed on'y e'e#tron!# med!a%
PRINT MEDIA
29
DISTRI'(TI!N ! THE RESP!NDENTS !N THE 'ASIS !
PRINT MEDIA
&ab'e 2%1
Ar!nt med!a ?reDuen#y Aer#enta"e
Ma"a)!nes : *%2+
6ourna's 3 3%45
Ne-spaper 44 93%55
A'' 12 13%:+
&ota' :9 1++
&e abo,e tab'e dep!#ts tat 93%55 per#ent of te respondents are more !nterested to
read ne-spaper ( on'y 3%45 per#ent respondents read >ourna's( *%2+ per#ent
respondents read ma"a)!nes and 13%:+ per#ent respondents are !nterested to read a''
tese pr!nt med!a%
E"E)TR!NI) MEDIA
DISTRI'(TI!N ! THE RESP!NDENTS !N THE 'ASIS !
E"ETP!NI) MEDIA
2:
&ab'e 2%2
E'e#tron!# med!a ?reDuen#y Aer#enta"e
&e'e,!s!on 13 15%:5
Rad!o 1+ 12%2+
=ot 5* 91%*5
&ota' :9 1++
&ab'e 2%2 re,ea's tat ma>or!ty of respondents as 91%*5 per#ent are -at#!n"
ad,ert!sement on te'e,!s!on and rad!o bot% 15%:5 per#ent respondents are -at#!n"
ad,ert!sements on on'y &%E% and 12%2+ per#ent of rura' #onsumers are !nterested on
on'y !n rad!o as e'e#tron!# med!a%
DISTRI'(TI!N ! RESP!NDENTS !N THE 'ASIS S!(R)ES
%HI)H MAKE THEM A%ER ! THE PR!()TS
&ab'e 3
2*
Sour#e Aer#enta"e
Ad,ert!sement 5:
?r!ends 24
Sop$eeper 14
&ota' 1++
&e abo,e tab'e re,ea's tat 5+ per#ent respondents re'y on te ad,ert!sements( 24
per#ent re'y on fr!ends and rema!n!n" 14 per#ent re'y on te sop$eeper0s ad,!#e for
produ#t a-areness% &!s so-s tat ad,ert!sements are dom!nant fa#tor !n ma$!n"
te #onsumer a-are of te produ#ts%
H!% M()H TIME THE# S%IT)H ! THE T$ AND )HANGE
)HANNE" D(RING AD$ERTISEMENTS
&ab'e 4
&!me ?reDuen#y Aer#enta"e
A'-ays 4 5%55
Somet!mes 13 1:%+4
Ne,er 55 94%3*
&ota' 92 1++
3+
&ab'e 4 so-s tat 5+55 per#ent respondents a'-ays s-!t# off te &E or #an"e te
#anne' dur!n" ad,ert!sements% 1:%+4 per#ent respondents somet!mes s-!t# off te
&E or #an"e te #anne' dur!n" ad,ert!sements% =ut 94%3* per#ent respondents
ne,er s-!t# off or #an"e te #anne' dur!n" ad,ert!sements%
DISTRI'(TI!N ! RESSP!NDENTS !N THE 'ASIS ! T#PE
! AD$ER#ISEMENTS THAT INSPIRE THEM T! '(# THE
PR!D()TS
&ab'e 5
Sour#e Aer#enta"e
Ro'e mode' 22
Mus!# and Aresentat!on 13
&ou"tfu' des#r!pt!on of pro>e#t 45
&ota' 1++
31
&e tab'e re,ea's tat 22 per#ent respondents '!$e te ad,ert!sements a,!n" te!r
ro'e mode' and 13 per#ent "o for "ood mus!# and presentat!on% =ut -opp!n" 45
per#ent respondents "ap for tou"tfu' des#r!pt!on of produ#ts% !s #'ear'y so-s
tat #onsumer !s more b!ased to-ards tou"tfu' des#r!pt!on of produ#t%
DISTRI'(TI!N ! RESP!NDENTS !N THE 'ASIS !
)!MMAN 'E"IE THAT AD$ERTISEMENTS HE"P THEM T!
DE)IDE A SPE)II) 'RAND ! PR!D()T
&ab'e 4
Responses Aer#enta"e
Jes ::
No 12
&ota' 1++
32
&ab'e 4 so-s tat :: per#ent respondents t!n$ tat ad,ert!sements e'p tem to
de#!de te spe#!f!# brand of produ#t% And 12 per#ent respondents t!n$ tat
ad,ert!sements no e'p tem to de#!de te spe#!f!# brand of produ#t%
H!% MAN# RESP!NDENTS THIK THAT AD$ERTISEMENTS
THEM ADE(ATE IN!RMATI!N
&ab'e 9
Responses Aer#enta"e
Jes 52
No 4:
&ota' 1++
33
&e abo,e tab'e so-s tat 52 per#ent respondents say tat ad,ert!sements pro,!de
tem fu'' !nformat!on( -at tey -ant to $no- tey #an $no- !n te ad,ert!sements (
-!'e 4: per#ent respondent t!n$ tat tey don0t f!nd fu'' and #'ear !nformat!on
re"ard!n" te produ#ts%
DISTRI'(TI!N ! THE RESP!NDENTS !N THE 'ASIS !
(NDERSTANDING "E$E" ! AD$ERTISEMENT
&ab'e :
8e,e' Aer#enta"e
A'' 21
Most of tem 24
3n'y fe- 4:
None 9
&ota' 1++
34
&ab'e : dep!#ts 4: per#ent respondents say tat tey #an understand on'y fe-
ad,ert!sements -!'e 45 per#ent respondents say #an understand a'' or tem
ad,ert!sement -!tout fa#!n" any p;prob'ems% 3n te oter s!de tere are 9 per#ent
respondents -o say tat don0t understand any ad,ert!sements%
DISTRI'(TI!N ! RESP!NDENTS !N THE 'ASIS ! %HAT
THE# %!("D D! I AD$ERTISED PR!D()T ! THEIR
)H!I)E IS A$AI"A'"E AT THE NEAREST MARKET
Ta0le 3
oyalty o! Costumer Percentage
1an"e te =rand 1:
7a!t for tat brand 51
?!nd !t at anoter p'a#e 31
&ota' 1++
35
&e abo,e tab'e re,ea's tat 1: per#ent respondents -!'' #an"e te brand !f te
produ#t !s a,a!'ab'e !n nearest mar$et -!'e 51 per#ent -a!t for te brand( 31 per#ent
respondents -!'' try to f!nd te produ#t at any oter p'a#e% 3n'y a sma'' number !%e%
1: per#ent are !n fa,or of #an"!n" te brand t!s so-s te 'oya'ty of rura'
#onsumer to-ards te!r fa,ored brand%
DISTRI'(TI!N ! PESP!NDENTS !N THE 'ASIS %HETHER THE#
ARE %I""ING T! P(R)HASE AN# PR!D()T %HI)H IS RE)ENT"#
AD$ERTISED4
&ab'e 1+
Responses Percentage
Jes 3:
No 42
&ota' 1++
34
&ab'e 1+ so-s tat 42 per#ent respondents are not -!''!n" to pur#ase any re#ent'y
ad,ert!sed produ#t% &!s #'ear'y so-s te trend of #onsumers( as tey are not
-!''!n" to #an"e te brand !n urry and so'e'y on te bas!s of ad,ert!sement%
THE DISTRI'(TI!N ! RESP!NDENTS !N THE 'ASIS ! TIME
%HI)H THE# (SING AD$ERTISED PR!D()ST
&ab'e 11
"ime Percentage
8ess ten S!< Monts :
4 Monts to 1 Jear 13
More ten Jear 9*
&ota' 1++
39
2t !s e,!dent from te abo,e tab'e tat 9* per#ent respondents are us!n" te
ad,ert!sed produ#t for more tan 1 year% &!s so-s tat te rura' #onsumers
"enera''y do not #an"e te!r preferred brand freDuent'y and te 'o- : per#ent
#onsumer are #onsumer are us!n" te brand for 'ess 4 mont% &!s so-s tat tey
are not ,ery e<per!menta' -!t d!fferent brands%
THE DISTRI'(RI!N ! N(M'ER ! PESP!NDENTS ! !N THE
'ASIS %HETHER THE# THINK THAT ADERTISEMENT )AN HE"P
SE""ING INERI!R PR!D()TS IN THE MARKET
&ab'e 12
Responses Percentage
Jes 44
No 4*
1an0t say 9
&ota' 1++
3:
&e tab'e #'ear'y so-s tat 4* per#ent respondents say tat tey don0t
ad,ert!sements #an e'p !n se''!n" !nfer!or produ#ts !n mar$et -!'e 44 per#ent say
tat tey t!n$ so and 9 per#ent are undeterm!ned on !t% &!s so-s tat respondents
are eDua''y d!,!ded and tere !s no "enera' be'!ef re"ard!n" t!s%
Conclusions and Suggestions
Conclusion
1. Most of rural people get media exposure form TV and
newspaper.
2. Most of the consumers (58%) get information via
advertisement.
3*
3. 88 percent consumers think that advertisements help them
in choosing the product.
4. Very few consumers (20% + 10%) are able to understand the
advertisements while most of people (60% + 10%) do not
understand the current advertisements.
5. Rural consumers are facing the problems like
misinterpretation of the advertisement, language (English)
problem, performing fast actions in advertisement,
advertisement relay problem and taking less time in the
advertisement.
6. Most of the consumers (76.39%) does not change channel
during advertisements.
7. Most of consumers (65%) like the advertisements and are
infuenced by the advertisements having thoughtful
presentation of project.
8. Most of the consumers are loyal to the brand they are using.
9. Most of the rural consumers (57%+10%) have occupation
agriculture followed by services (22%+4%).
4+
10. Most of the consumers (51%+31%) will stick to the brand
even if the brand is not available in the nearest market.
11. Very few consumers (8%) are using any advertised brand for
less than 6 months. This shows that rural consumers are not
very experimental with the brand they are using.
12. Consumers are almost equally divided on the view that
advertisements can make interior product saleable in market.
41
SUGGESTIONS
1. Majorities of rural respondent get media exposure from TV
and Newspapers. So an advertiser should concentrate more
on these media while delivering the advertisement for rural
consumer.
2. Majority of respondent are infuenced by thoughtful
description of products, so this should be kept in mind while
designing the advertisements for the rural consumers.
3. As almost half the respondents were not able to understand
the present advertisement hence marketers should be taken
concrete steps to change the scenario and the quality of
advertisements should be improved.
4. Maximum rural consumers are watching national network for
advertisements because they are more exposed to it and still
cable network has not reached there down steps. Therefore, a
marketer should advertise their products move on national
network for rural consumer.
5. Marketer should take all care while designing the
advertisements for rural consumers as they quite infuenced
42
by the advertisements while making purchase decisions.
Things should be kept in mind while designing
advertisements message, language, presentation, etc.
6. Placing of advertisements in print media as well TV has
emerged as an important aspect, for the rural respondents
have shown diferent interests, for choices. So, the marketer
should analyzes these and place the advertisements at the
point where they can catch the customers easily.
7. Majority of respondents are infuenced engaged in the
occupation of agriculture. So, while designing the
advertisements. For rural respondents, a marketer should
take care of this.
8. As most of the respondents have income between 25000-
75000 per annum. Therefore cost of the products meant for
the rural consumers should be taken care of .
9. Most of the respondents were not loyal to the product they
are using, hence marketers should taken more rigorous steps
other than advertisements..
43
Bibliography
1. Marketing Management - Philip Kotler and Armstrong
2. Fundamental of Marketing - William J. Stanton and
Charles Futrell
3. Marketing Research - J.S. Berry
Websites:-
10. www.google.com
11. www.msn.com
12. www.khoj.com
44

QUESTIONNAIRE
FOR
EFFECT OF ADVERTISEMENTS ON RURAL CONSUMERS
1. Personal Profle:-
Name ..............Village
Age.Income
Education.Occupation
2. What media you than are exposed to
Print Electronics Both
3. if it is print media then which one
Magazines Journals Newspaper All
4. If it is Electronics media then which one
TV Radio Both
5. which is the best source that makes you aware of products.
Advertisement Friends Shopkeeper
6. Do you switch of the TV or change the channel during adds.
Always Sometimes Never
7. the type of adds that inspire you buy the products.
Having your role model in add
Having good Music and presentation
Thoughtful description of products
8.Do you think adds help you decide the specifc brand of product
45
Yes No
9. Do you give adequate information about product?
Yes No
10. How many adds do you able to understand
All Most of them only few None
11. Name the products which you have purchased recently after
having infuenced buy adds & why
..,
....
.
12. If advertised products of your choice are not available at the
nearest place what would you do-?
You will change the brand
You will change wait for that brand to come in market
You will try to fnd it at another place
13.Are you willing to purchase any product which is recently
advertised.
Yes No
14. For how many months or year have you been using advertised
products
Less than 6 month
6 month to 1 year
More than 1 year
44
15. Do you think that advertisements help in selling inferior product
in market?
Yes No Cant say

i,-ukoyh
x,keh.k mi.kks/rkvks i% fo(kiuksa
dk i,.kko
0 uke111111111111111 xkoa11111111111
Me,111111111111111 vkenuh111111111
2k"3kf.kd 4ks54rk11111111is-kk 1111111111
6 vki fdl i,pk% ek74e ls 84knk i,.kkfor gksrs g"a9
:,;V ehfM4k bys/V<k&fud ehfM4k nksuks
= vx% >:,;V ehfM4k ls rks dk"u ls
Ikf?dk tu%y v@kck% l.kh
A vx% bys/V<ksfud ehfM4k ls rks dk"u ls
Vsyhfotu %sfM4ks nksuks
B dk"ulk ek74e vkidks fof.k;u mRiknks ds #k%s esa tkudk%h
nsrk g9
ges-kk d.kh1d.kh d.kh ugh
49
C /4k vki fo(kiu i,lk%.k ds nk"%ku Vsyhfotu c;n d% nsrs g"a9

ges-kk d.kh d.kh d.kh ugha
D fdl i,dk% ds fo(kiu vkidks mRikn @k%hnus ds fy lcls 84knk
i,sf%r d%rs g" 9"a
ftl fo(kiu esa vkidk >%ky eksMy gks
ftl fo(kiu dk laxhr r$kk i,!rEfrd%.k vF'k gks
ftl fo(kiu esa mRikn ds xE.k vF's i,dk% ls crk4s gksa

G /4k vki leHrs g"a fd fo(kiu mRikn pEuus esa vkidh enn
d%rs g"9
gk a ugha
I /4k fo(kiu vkidks mRikn ds ck%s esa iw%h tkudk%h ns ikrs
g" 9
gka ugha
0J vkidks fdrus fo(kiu leH esa vkrs g"a 9
!kk%s yx.kx lk%s cgEr de dksb ughssa
00 fdlh d mRikn dk uke crksa tks vkius fo(kiu ls i,.kkfor
gksd% @k%hnk vk"% /4ksa 9
11111111111111111111111111111111111111
1
11111111111111111111111111111111111111
1
11111111111111111111111111111111111111
1
4:
06 vx% fo(kiu esa fn@kk4k x4k vkidh ilan dk mRikn vkids
utnhdh cktk% esa miy#7k uk gks rks vki /4k d%saxs9
ck,aM xny ysxs
c,kaM dh i,fr3kk d%saxs
fdlh nwl%s cktk% ls @k%hnsxs
0= /4k vki fdlh sls mRikn dks @k%hnuk pkgrs g"a ftldk
fo(kiu v.kh1v.kh vk4k g"9
gka ugha
0A vki fdrus le4 ls fo(kiu es fn@kk x mRikn dk i,4ksx d% %gs
g"9
C eghus ls de le4 ls
C eghus ls 0 oKkL ds chp
0 oKkL ls vf7kd le4 ls
0B /4k vki leHrs g"a fd vF'k fo(kiu d MkfV4k mRikn dks
fcdus yk4d cuk ldrk g"9
gka ugha irk ugha
4*