SYNOPSIS

“A synopsis submitted to Rashtrasant Tukdoji Maharaaj Nagpur University for

Partial

Fulfillment of the Degree of Master in Business Administration (MBA)”

By:

Ramakant Surolia

On the Topic of

To study the impact of effective advertising on consumer buying behaviour

Under the guidance

JHULELAL INSTITUTE OF TECHNOLOGY

INTRODUCTION

Advertising is the best way to communicate to the customer.

Advertising helps informs the customer about the brand available in the market and the
variety of products useful to them. Advertising is for everybody including kids, young and
old. It is done using various media types, with different techniques and methods most
suited.

Four main objective of advertising are:

 Trial
 Continuity
 Brand Switch
 Switching back

Basically, advertising is a very artistic way of communicating with the

customers. The main characteristics one should have to get on their objective are great
communication skills and very good convincing power.

Extensive review of more than 50 years of rigorous research on advertising suggests

some important conclusions about its effect on consumer buying behavior. These
conclusions can be grouped in four classes: effect of advertising intensity, advertising
dynamics, advertising strategy, and advertising contingencies.

Here I briefly explain some important conclusions, under this topic.

RATIONALE OF THE STUDY

The objectives of all business are to makes profits and a

merchandising concern can do that by increasing its sales at remunerative prices. This is
possible, if the product is widely polished to be audience the final consumers, channel
members and industrial users and through convincing arguments it is persuaded to buy it.
Publicity makes a thing or an idea known to people.

Advertising can also help to convince potential buyers that a firm’s product or service is
superior to competitor’s product in make in quality, in price etc. it can create brand image and
reduce the likelihood of brand switching even when competitors lower their prices or offer
some attractive incentives. Advertising as a tool to marketing not only reaches those who buy,
but also those whose opinions or authority is counted.

Effective advertising create a favorable company image by

acquainting the public with the services offered available to the employees and its
achievements.
OBJECTIVES

The effectiveness of advertising is measured for a variety of reasons:

a) To determine whether a campaign accomplished its advertising objects.

b) To evaluate the relative effectiveness of several advertisements to ascertain which

copy, illustrations or layout is best.

c) To determine the strengths and weaknesses of various media and media plans.

HYPOTHESIS

1. Effective advertising help to increase the sale.

2. Effective advertising helps to minimize advertising cost.

RESEARCH DESIGN

1. Sampling Methodology
The design of the sample is as follows

Population: Potential Customers

Sampling Technique: Non Probability sampling- Convenience sampling
Sample: 150 Customers
2. Type of Research (Exploratory/Descriptive/Casual/Experimental)

Research type is Exploratory

3. Method of data collection

Primary data collection tools:

Primary data is collected from various customers
through personal interaction. Specific questionnaire is prepared for collecting data. Data is
collected with mere interaction and formal discussion with different respondents. Some other
relevant information collected through secondary data.

Secondary data collection sources:

Secondary data is collected from staff of Raymond
through personal interaction. Data is collected with formal discussion.
Data interpretation and analysis techniques to be used:

The market survey about the effectiveness of advertising and

consumer buying behaviour is carried out by personally interacting with the potential
customers of Raymond Limited.

Limitations:

To study the advertising effect on consumer buying behavior the price of the
product assumed constant. Competitor position should also be constant and no new entrant
should be there in market.

Proposed Bibliography:

Gerard J. Tellis (Effective advertising), Internet- Buyer Behaviour, Advertising

Wikipedia, Management Study Guide.Com (MSG)

Ramakant Surolia
Supervisor Studen