Vous êtes sur la page 1sur 54

ABSTRACT

Indian retail sector is witnessing one of the most hectic Marketing activities of all times.
The companies are fighting to win the hearts of customer who is said God by the business
tycoons. There is always a ‘first mover advantage’ in an upcoming sector. In India, that
advantage goes to “VIVEKS PVT LTD”. It has brought about many changes in the buying
habits of people. It has created formats which provide all items under one roof at low rates, or
so it claims. In this project, we will study its marketing strategies and effectiveness of
advertisement.

The research titled “A study on effectiveness of advertisement carried out by


VIVEKS PVT LTD”, helps us to understand the effectiveness of Advertisement, on the
customers to visit the outlet. The study of Advertisement helps us to know the strategies to
conduct them & how to make them more effective in attracting more & more customers.

The report deals with the impact of Advertisement on attracting customers towards the
outlet and making customers to buy more.

The research was carried out as per the steps of Marketing Research. The well
supportive objectives were set for the study. To meet the objectives primary research was
undertaken. The data collection approach adopted was survey research. The instrument used
for the data collection was questionnaire. The target respondents were the visitors of VIVEKS
PVT LTD, with the sample size of 100 for the study of Advertisement of the company.

As per the study, most of the people were aware & attracted by the Advertise me nt
carried out of VIVEKS PVT LTD..

P a g e 1 | 54
1. INTRODUCTION

The word advertisement comes form the latin word "advertere meaning” to turn the minds
of towards". Some of the definitions given by various authors are:

According to William J. Stanton, "Advertisement consists of all the activities involved in


presenting to an audience a non-personal, sponsor-identified, paid-for message about a product
or organization."

According to American Marketing Association "advertisement is any paid form of non-


personal presentation and promotion of ideas, goods and services by an identified sponsor".

Advertisement is used for communicating business information to the present and


prospective customers. It usually provides information about the advertisement firm, its
product qualities, place of availability of its products, etc. Advertisement is indispensable for
both the sellers and the buyers. However, it is more important for the sellers. In the modern age
of large scale production, producers cannot think of pushing sale of their products without
advertisement them. Advertisement supplements personal selling to a great extent.
Advertisement has acquired great importance in the modern world where tough competition in
the market and fast changes in technology, we find fashion and taste in the customers.

DEFINITIONS OF ADVERTISEMENT

American Marketing Association has defined advertisement as “any paid form of non-personal
presentation of ideas, goods and services by an indentified sponsor”.

1. According to Webstar, “Advertisement is to give public notice or to announce publicity”.

2. According to Gardner, “Advertisement is the means of mass selling that has grown up
parallel with and has been made necessary to mass production”.

P a g e 2 | 54
FEATURES OF ADVERTISEMENT
Communication : Advertisement is means of mass communication reaching the masses. It is a
non-personal communication because it is addressed to masses.

1. Information : Advertisement informs the buyers about the benefits they would get when
they purchase a particular product. However, the information given should be complete and
true.

2. Persuasion : The advertiser expects to create a favorable attitude which will lead to
favorable actions. Any advertisement process attempts at converting the prospects into
customers. It is thus an indirect salesmanship and essentially a persuasion technique.

3. Profit Maximisation : True advertisement does not attempt at maximizing profits by


increasing the cost but by promoting the sales. This way It won‟t lead to increase the price of
the product.

Thus, it has a higher sales approach rather than the higher-cost approach.

4. Non-Personal Presentation : Salesmanship is personal selling whereas advertisement is


non-personal in character. Advertisement is not meant for anyone individual but for all. There
is absence of personal appeal in advertising.

5. Identified Sponsor : A sponsor may be an individual or a firm who pays for the
advertisement. The name of reputed company may increase sale or products. The product gets
good market because of its identity with the reputed corporate body.

6. Consumer Choice : Advertisement facilitates consumer choice. It enables consumers to


purchase goods as per their budget requirement and choice. Right choice makes consumer
happy and satisfied.

7. Art, Science and Profession : Advertisement is an art because it represents a field of


creativity. Advertisement is a science because it has a body of organised knowledge.
Advertisement is profession is now treated as a profession with its professional bodies and code

P a g e 3 | 54
of conduct for members.
8. Element of Marking Mix : Advertisement is an important element of promotion mix.
Advertisement has proved to be of great utility to sell goods and services. Large manufactures
spend crores of rupees on advertising.

9. Element of Creativity : A good advertisement campaign involves lot of creativity and


imagination. When the message of the advertiser matches the expectations of consumers, such
creativity makes way for successful campaign.

OBJECTIVES OF ADVERTISEMENT

The fundamental purpose of advertisement is to sell something - a product, a service or an


idea. In addition to this general objective, advertisement is also used by the modern business
enterprises for certain specific objectives which are listed below :

1. To introduce a new product by creating interest for it among the prospective customers.

2. To support personal selling programme. Advertisement maybe used to open customers'


doors for salesman.

3. To reach people inaccessible to salesman.

4. To enter a new market or attract a new group of customers.

5. To light competition in the market and to increase the sales as seen in the fierce competitio n
between Coke and Pepsi.

6. To enhance the goodwill of the enterprise by promising better quality products and services.

7. To improve dealer relations. Advertisement supports the dealers in selling he product.


Dealers are attracted towards a product which is advertised effectively.

8. To warn the public against imitation of an enterprise's products.


P a g e 4 | 54
IMPORTANCE OF ADVERTISEMENT

Advertisement has become an essential marketing activity in the modern era of large scale
production and serve competition in the market. It performs the following functions:

1. Promotion of Sales : It promotes the sale of goods and services by informing and persuading
the people to buy them. A good advertisement campaign helps in winning new customers both
in the national as wet as in the international markets.

2. Introduction of New Product : It helps the introduction of new products in the market. A
business enterprise can introduce itself and its product to the public through advertising. A new
enterprise can't make an impact on the prospective customers without the help of advertising.
Advertisement enables quick publicity in the market.

3. Creation of Good Public Image : It builds up the reputation of the advertiser.


Advertisement enables a business firm to communicate its achievements in an effort to satisfy
the customers' needs. This increases the goodwill and reputation of the firm which is necessary
to fight against competition in the market.

4. Mass Production : Advertisement facilitates large-scale production. Advertiseme nt


encourages production of goods in large-scale because the business firm knows that it will be
able to sell on large-scale with the help of advertising. Mass production reduces the cost of
production per unit by the economical use of various factors of production.

5. Research : Advertisement stimulates research and development activities. Advertise me nt


has become a competitive marketing activity. Every firm tries to differentiate its product from
the substitutes available in the market through advertising. This compels every

business firm to do more and more research to find new products and their new uses. If a firm
does not engage in research and development activities, it will be out of the market in the near
future.

P a g e 5 | 54
6. Education of People : Advertisement educate the people about new products and their uses.
Advertisement message about the utility of a product enables the people to widen their
knowledge. It is advertisement which has helped people in adopting new ways of life and
giving-up old habits. It has contributed a lot towards the betterment of the standard of living of
the society.

7. Support to Press : Advertisement provides an important source of revenue to the publishers


and magazines. It enables to increase the circulation of their publication by selling them at
lower rates. People are also benefited because they get publications at cheaper rates.
Advertisement is also a source of revenue for TV network. For instance, Doordarshan and
ZeeTV insert ads before, in between and after various programmes and earn millions of rupees
through ads. Such income could be used for increasing the quality of programmes and
extending coverage.

ACTIVE PARTICIPANT IN ADVERTISEMENT

Following are the group of people who are actively involved in advertising.

1. Advertiser : Seller who manufacture and market consumer products are the prominent
group of advertisers. Hindustan unilever , proctor and gamble, Seimen and Larson and toubro
are the examples of advertisers. Also the retailers are the second prominent segment among
advertisers. They stock the products . and sell them to the ultimate consumers. Governme nt
and social organization are also the active participant in this category.

2. Target audience : It refers to the recipient of the advertisement message. Every message is
either directed to a mass audience and class audience. Advertisement desire to cover this target
audience for promoting sales. Advertisement message intends to cover the potential user and
non user who may purchase the product in future.The messages are also directed to the user of
the competitor's product so that they switch over the advertiser's
products.

3. Advertisement Agencies : An advertiser has two options viz. (i) to design, develop and
produce and advertisement message and get it placed in desired media directly through his own
sales or advertisement department, or (ii) to entrust the entire job of advertising
P a g e 6 | 54
to a team of highly professionalised, specialised, independent, advertisement agency. An
advertisement agency is composed of creative people, who conceive design, develop and
produce, advertisement message with creative ideas and place it in the desired advertise me nt
media, for and on behalf of its client (the advertiser). The advertisement agencies usually
charge a commission of 15% on the media bills from the media owners. In addition, they charge
out-of pocket expenses to their clients, i.e. the advertisers. They employ copywriters, artists,
photographers. Typographers, layout designers, editors and such other creative people.

4. Advertisement Production People (Artists) : The production of impressive and


persuasive advertisements is possible only with the active help and creative spirit of the artists
like copywriters, artists, photographers, typographers, layout designers, editors and such other
creative people. Such people are usually employed by the ad agencies or, their services may be
hired by the ad agencies on job basis.

5. Target Audience (Readers, Listeners, Viewers and Present and Future Buyers) :
Advertisement messages are given about products services and ideas to readers, listeners,
viewers and actual and potential buyers, who are known as the audience. The target audience
may be classified into the following three categories, viz.,

(i) existing or, current consumers, who are reminded and influenced to continue their
patronage and to increase the volume of their buying,

(ii) consumers, who buy and use, a competitor‟s brand; hence they are persuaded to buy
the advertised brand, instead of the competitor‟s brand; and

(iii) those consumers, who do not use any such product; and even then, are persuaded to
buy the advertised product.

6. Mass Media : Advertisement messages are communicated to the target audience through
different mass media, such as,

(i) Print Media : They consist of newspapers, magazines, journals, handbills, etc.

P a g e 7 | 54
(ii) Electronic Media : They consist of radio, television motion pictures, video, multi-
media and the internet.

(iii) Outdoor Media : They consist off posters, hoarding, handbills, stickers air balloons,
neon sing bill boards, local cinema houses, and transit media.

(iv) Direct Mail : It consist of brouchers, leaflets, pamphlets, letters and return cards
addressed to consumers.

The advertisement agencies guide their clients (advertisers) in selection of the most
appropriate advertisement media, which is known as „media planning‟. Each medium has sits
own merits and demerits.

7. Government Authorities : The business of advertisement is regulated by the governme nt


department. The government adopts law and regulation which have a direct or an indirect
bearing on the advertising. Apart from this ASCI (Advertisement standards council of India)
and ABC (Audit Bureau of circulation) are also some of authorities regulating advertising.

8. Advertisement Production Firms: Advertisement production firms are the support


agencies which help in the production of advertisement. This includes copywriter, artist,
photographers, typographers, producer, editors. These are the people who transform ideas into
a finished forms Thus the success and failure of the advertisement depend on these people.

CHECK YOUR PROGRESS

1. “Advertisement has become an essential marketing activity in the modern era of


globalization”. Explain.

2. Explain how the following group of people are involved in advertising.

a) Mass Media

b) Target Audience

P a g e 8 | 54
c) Advertisement Agencies

d) Government Authorities

3. “To sell something is not the only objective of Advertisement”.


Discuss.

ROLE OF ADVERTISEMENT IN MARKETING MIX

Marketing mix consist of four important variables of marketing, i.e. 4Ps-Product, Price,
Promotion and Place. Apart from the traditional 4 Ps, there are also other variables, i.e.
Packaging, Postion, and Pace.

Advertisement is an element of promotion. However, it not only assists in promoting the


product, but also affects the other variables of marketing mix. This can be explained as follows :

1. Advertisement and Product : A product is normally a set of physical elements, such as


quality, shape, size, colour and other features. The product may be of very high quality .At
times, the product is so designed that it requires careful handling and operations. Buyers must
be informed and educated on the various aspects of the product. This can be effectively done
through advertising. Thus, advertisement plays the role of information and education.

2. Advertisement and Price : The price is the exchange value of the product. A marketer may
bring out a very high quality product with additional features as compared to competitors. In
such a case, price would be definitely high. But buyers may not be willing to pay a high price
would be definitely high. Here comes advertising. Advertisement can convince buyers
regarding the superiority of the brand and thus its value for money. This can be done by
associating the product with prestigious people, situations, or events. Alternatively when a firm
offers a low price products the job of advertisement needs to stress the price advantage by using
hard hitting copy. It is not just enough to convince, but it is desirable to persuade the buyer.
Thus advertisement plays the role of conviction and persuasion.

3. Advertisement and Place : Place refers to physical distribution and the stores where the
goods are available Marketer should see to it that the goods are available at the convenie nt
P a g e 9 | 54
place and that too at the right time when the buyers need it. To facilitate effective distributio n
and expansion of market, advertisement is of great significance. Thus advertisement do help in
effective distribution and market expansion.

4. Advertisement and Promotion : Promotion consists of advertising, publicity, personal


selling and sales promotion technique. Businessmen today have to face a lot of competitio n.
Every seller needs effective promotion to survive and succeed in this competitive business
world. Advertisement can play a significant role to put forward the claim of seller, and to
counter the claims of competitor. Through effective advertising, sellers can face competitio n
and also help to develop brand image and brand loyalty.

5. Advertisement and Pace : Pace refers to the speed in marketing decisions and actions. It
involves among other things the launch of new products or brand variations at greater speed
than before. As and when new brands are launched, advertisement plays an important role of
informing, educating and persuading the customers to buy the product.

6. Advertisement and Packaging : The main purpose of packaging is protection of the


product during transit, and preservation of quality and quantity. Nowadays, marketers take lot
of efforts to develop and design attractive packages as they carry advertisement value. A
creatively design package attract the attention of the customers. It also carries an assurance of
quality and creates confidence in the minds of customers to buy the product.

ADVANTAGES & DISADVANTAGES OF ADVERTISEMENTS

 The advertisement informs the consumer about qualities and price of goods and this
makes purchasing easy for the consumers.
 As the prices are already advertised, the consumers cannot be over charged.
 By regular advertisement, the manufacturer can sell the goods directly to the
consumers without depending on middlemen this eliminates the Middleman's charges
and profit. It means higher profit to the manufacturer and lower prices to the
consumers.
 It helps in improvement of the quality of the goods.

P a g e 10 | 54
 The consumers are attracted by the quality of the products that are advertised. If the
consumers are convinced that the quality is the same that is advertised, they continue
buying.
 It helps the consumer to save time. As the consumer has already been the consumer is
not required to spend time in getting the products.
 It raises the living standard of consumers.
 It provides knowledge about the new designs of the commodities to consumers and
thus consumers consume those commodities and increase their living standard.

Newspapers. Newspapers are one of the traditional mediums used by businesses, both big
and small alike, to advertise their businesses.
Advantages

 Allows you to reach a huge number of people in a given geographic area


 You have the flexibility in deciding the ad size and placement within the newspaper
 Your ad can be as large as necessary to communicate as much of a story as you care
to tell
 Exposure to your ad is not limited; readers can go back to your message again and
again if so desired.
 Free help in creating and producing ad copy is usually available
 Quick turn-around helps your ad reflect the changing market conditions. The ad you
decide to run today can be in your customers' hands in one to two days.

Disadvantages

 Ad space can be expensive


 Your ad has to compete against the clutter of other advertisers, including the giants
ads run by supermarkets and department stores as well as the ads of your competitors
 Poor photo reproduction limits creativity
 Newspapers are a price-oriented medium; most ads are for sales
 Expect your ad to have a short shelf life, as newspapers are usually read once and then
discarded.

P a g e 11 | 54
 You may be paying to send your message to a lot of people who will probably never
be in the market to buy from you.
 Newspapers are a highly visible medium, so your competitors can quickly react to
your prices
 With the increasing popularity of the Internet, newspapers face declining readership
and market penetration. A growing number of readers now skip the print version of
the newspaper (and hence the print ads) and instead read the online version of the
publication.

Magazines. Magazines are a more focused, albeit more expensive, alternative to newspaper
advertising. This medium allows you to reach highly targeted audiences.
Advantages

 Allows for better targeting of audience, as you can choose magazine publications that
cater to your specific audience or whose editorial content specializes in topics of
interest to your audience.
 High reader involvement means that more attention will be paid to your
advertisement
 Better quality paper permits better color reproduction and full-color ads
 The smaller page (generally 8 ½ by 11 inches) permits even small ads to stand out

Disadvantages

 Long lead times mean that you have to make plans weeks or months in advance
 The slower lead time heightens the risk of your ad getting overtaken by events
 There is limited flexibility in terms of ad placement and format.
 Space and ad layout costs are higher

Yellow Pages. There are several forms of Yellow Pages that you can use to promote and
advertise your business. Aside from the traditional Yellow Pages supplied by phone
companies, you can also check out specialized directories targeted to specific markets (e.g.
Hispanic Yellow Pages, Blacks, etc.); interactive or consumer search databases; Audiotex or
talking yellow pages; Internet directories containing national, local and regional listings; and
other services classified as Yellow Pages.
Advantages

P a g e 12 | 54
 Wide availability, as mostly everyone uses the Yellow Pages
 Non-intrusive
 Action-oriented, as the audience is actually looking for the ads
 Ads are reasonably inexpensive
 Responses are easily tracked and measured
 Frequency

Disadvantages

 Pages can look cluttered, and your ad can easily get lost in the clutter
 Your ad is placed together with all your competitors
 Limited creativity in the ads, given the need to follow a pre-determined format
 Ads slow to reflect market changes

Radio
Advantages

 Radio is a universal medium enjoyed by people at one time or another during the day,
at home, at work, and even in the car.
 The vast array of radio program formats offers to efficiently target your advertising
dollars to narrowly defined segments of consumers most likely to respond to your
offer.
 Gives your business personality through the creation of campaigns using sounds and
voices
 Free creative help is often available
 Rates can generally be negotiated
 During the past ten years, radio rates have seen less inflation than those for other
media

Disadvantages

 Because radio listeners are spread over many stations, you may have to advertise
simultaneously on several stations to reach your target audience
 Listeners cannot go back to your ads to go over important points

P a g e 13 | 54
 Ads are an interruption in the entertainment. Because of this, a radio ad may require
multiple exposure to break through the listener's "tune-out" factor and ensure message
retention
 Radio is a background medium. Most listeners are doing something else while
listening, which means that your ad has to work hard to get their attention

Television
Advantages

 Television permits you to reach large numbers of people on a national or regional


level in a short period of time
 Independent stations and cable offer new opportunities to pinpoint local audiences
 Television being an image-building and visual medium, it offers the ability to convey
your message with sight, sound and motion

Disadvantages

 Message is temporary, and may require multiple exposure for the ad to rise above the
clutter
 Ads on network affiliates are concentrated in local news broadcasts and station
breaks
 Preferred ad times are often sold out far in advance
 Limited length of exposure, as most ads are only thirty seconds long or less, which
limits the amount of information you can communicate
 Relatively expensive in terms of creative, production and airtime costs

P a g e 14 | 54
2. COMPANY PROFILE

Vivek Limited is a professionally managed public Limited company carrying three retail
brands – viveks, Jainsons, adding to the formidable strength of 1000 employees. Vivek Ltd is
one of the most leading and respected consumer electronics and home appliances retail chain
in India.

Vivek popularized several brands by creating visibility and has the distinction of being a
market leader and trendsetter with continuous support from the principal companies. Reliable
services are ensured through cordial customer relationships. CII and Mickinsey raved about
the Viveks brand as “more trusted than the brands it sells”.

THE STORY OF VIVEKS


B.A Lakshmi Narayana Setty influenced by the ideals of Swami Vivekananda set up a small
shop of 200Sq.ft., at Mylapore Chennai, with an investment of only Rs.10,000 ( USD 230) to
sell electrical fitting and folding chairs. Added slowly radios, fans, mixers, irons, heaters and
other household equipments. He named his business Viveks & Co inspired by his Guru
Swami Vivekananda. B.A Kodandaraman took over his reins of Viveks after the demise of
his brother B.A Lakshmi Narayana Shetty and increased the turnover of Rs. 1.65 lakhs ( USD
3,840) in the first year to a stunning figure of 28 cores (643680) by 1980.
During the initial stages the consumer durable electronics were consolidated luxury to make
them reach the mass middle class families. Viveks started an in-house easy monthly
installments scheme. This also helped the company to increase its business and gain new
customers.

P a g e 15 | 54
OUR HISTORY
Founders Vision
The Founder had a vision, of
 Offering the best products to people on the most affordable terms;
 Rendering uncompromising customer care
 Offering employment to the deserving and the needy
 Serving the larger interests of the Society in ways dear to him

The Concept of “more”


With the opening of two new showrooms at Purusaiwalkam (1968) and T. Nagar (1980),
Vivek and Co broke new ground by being the first to the widest range of consumer durables
under one roof.
Viveks had spent several years laying the foundation for an explosive growth. Its mission was
to be India’s first truly world class, consumer durable retailing chain. It aimed to achieve this
through.
 Geographical expansion,
 Upgrading operational standards,
 Widening its product range,
 Offering easy finance solutions and
 Quality advertizing, publicity and promotional efforts, creating consumer awareness
in the process.

Its strategy was to offer customers “more” of everything, viz.


 More space,
 More products,
 More brands and models,
 More service,
 More attractive promotions.

Thus, was born the concept of Viveks “The unlimited Shop”.


While the first 30 years saw the setting up only 3 showrooms, the subsequent 4 years saw
spurt of growth – an addition of 50 more showrooms through the expansions and
acquisitions.

P a g e 16 | 54
By these strategic initiative for rapid expansion, by incorporating Viveks Ltd in 1994,
established its dominance in the two states on Tamil Nadu and Karnataka with 51 showrooms
covering a retail space over1, 75,000 sq.ft and boasting of a group turnover of Rs. 400
Cores!!
The future plans envisage setting up of 50 more showrooms in south India.

OUR MANAGEMENT TEAM


Such a meteoric growth has been made possible by the dedicated efforts of the Three Setty
brothers, who always ensured that Viveks was ahead of its time by creating and establishing
competitive, advantages introducing systems to enhance operational effectiveness, changing
with times, without in anyway diluting their CORE BELIEFES of
 Offering the best products to the people on the most affordable terms
 Passion for the very best products and service, and
 Commitment to Quality.

Board of Directors
B.A. Kodandaraman

Chairman & Managing Director


B. A. Chandrashekar

Director
B.A. Srinivasa

GROUP COMPANIES

Viveks Lockers
Viveks group addressed the ever growing need of
customers by launching “vivek Safe Deposit Lockers
Ltd” in Mylapore, Chennai in the year 1993, known as
“Viveks Lockers”. A high safety vault room, in spacious

P a g e 17 | 54
environment houses more than 800 lockers and provides safe storages facility. The Lockers
are certainly situated in the city of Chennai for customer convenience,
The board of directors of Viveks Lockers consists of renowned professionals varied schemes
were introduced to suit customer requirements. Viveks Lockers opened a second branch in
Nanganallur, Chennai in 2002.

Vivek Agencies
Viveks with a novel approach to retail business, ventured into a new area in the distribution
channel. Viveks group realized the importance of an integrated approach to retailing well
ahead of time and set up a distribution firm Vivek Agencies in 1976. Starting with the
distribution of Sumeet Mixers, the company has added a whole range of products to its
distribution basket.

AWARDS AND RECOGNITIONS


Awards and Recognitions are an integral part of Vivek’s history as it is more trusted than the
brand it sells!!
The latest, of national and global importance are…..
 Platinum Award from Panasonic (Ideas for Life) for 2008-2009.
 Usha Fans – Star Performer Modern Retail 2007 -2008.
 Canon – Best Performing Partner.
 Excellence Award from Sowbaghya our channel partner 2007-2008.
 Highest performance award ( chain stores )from voltas 2007.
 Best Performance award from Sony 2007.
 Star award from Godrej 2006-2007.
 Out standing contribution from TaTa sky 2006-2007.
 Best dealer award( all categories sales) from Sony 2006.
 Images Retail Awards, the first of it’s kind in India, held in New Delhi during
September 2004 saw Vivek bagging the Retailer of the year Award in the Consumer
Electronics section.
 Vivek also figures in the first ever listing of the top five hundred retailers in the ASIA
PACIFIC REGION across all segments of retailing. Needless to add no other retailer
of consumer durables in India found a mention in that list!

P a g e 18 | 54
CUSTOMER SERVICES

At Viveks, all initiative is taken towards continuous advancements in serving the customer.
One of our most recent endeavours is the Viveks Service Centre, set-up to provide
comprehensive technical assistance in product services, installations and repair.
Viveks Service Centre was inaugurated on 10th September 2004 with a pooja to begin things
on an auspicious note. The Viveks Service Centre incorporates the latest in design and style
elements, so as to create a pleasing environment for customers and employees alike. Much
attention was paid to create the state of the art work conditions for employees and the perfect
ambiance for customers. In fact, each customer is received personally and their product is
taken in for repairs only after a thorough understanding of its technical problems.
The Service Centres operate under a centralized support office which covers all functions of
administration, finance, marketing, human resources, inventory and most importantly a good
customer support team and a dedicated multi- line customer service call centre.

Viveks Service Centre is already the most sought after in service of Sumeet mixers and is fast
gaining popularity within other categories. A Living testament is the 100000+ customers
serviced during the last financial year alone. The Service Centre is authorized by Sumeet,
Panasonic, Philips, Kenstar, Samsung, Voltas, Haier, Hitachi, LG, Morphy Richards, and
many more.
Viveks Service Centre strives to provide a one-stop solution to serve all categories and brands
of household consumer durables from white goods, brown goods, domestic appliances and
lifestyle products.
Viveks Service Centre is by far the largest consumer durable retailer developed initiative in
the country. The flagship outlet is located in the heart of the city at Mylapore and spreads
across 10000 Sq.Ft. with an additional nine branches located at prominent locations across
Chennai. Together covering over 20,000 Sq.Ft. and employing over 350.
Viveks Service Centre - Service Policy
 Customer Satisfaction Policy
 Quality Spares and Accessories

P a g e 19 | 54
 30 Day Service Guarantee

Certification
National Electronics Service Dealers Association, USA – Viveks Service Centre is a
certified international member
Customer Service Helpdesk : 044-4213-1616
Viveks Service Centre has its own in-house multi- line dedicated Help Desk with trained
and courteous manpower assisting customers during every stage of the service.
Viveks Service Centre works in collaboration with key manufacturers, enabling a
professional approach to servicing with genuine spares, accessories and trained
manpower.
BRANCH LOCATIONS
 Mylapore
 Adayar
 Annanagar
 Nanganallur
 Purasawalkam
 Tambaram
 T.Nagar
 Vadapalani

P a g e 20 | 54
3. OBJECTIVES OF STUDY

 To know the different Medias used by VIVEKS for advertisement.


 To determine the effectiveness of each media.
 To study consumer perception towards advertisements of VIVEKS.
 To understand schemes & offers provided by VIVEKS.
 To know the impact of advertisements on sales.
 To know the impact of advertisement on its customer
 To know which advertisement of Viveks is more effective on TV
 To know to what extent advertisement helps in increasing sales

P a g e 21 | 54
4.SCOPE FOR THE STUDY

 To know the impact of advertisement on its customer


 To know which source of advertisement that suits the organization
 To know to at what extent advertisement helps in increasing sales
 To know customers perception towards advertisement strategy implemented.
 To determine effectiveness of advertisement media used by Viveks Pvt Ltd

P a g e 22 | 54
5.LIMITATIONS OF STUDY

 Survey is restricted.
 The period for the research is not enough to study in depth.
 The statements of the results generated from the questions that were submitted to one
or more persons is done on the assumption that the respondents have revealed the
correct information that may not be so with all respondents.

P a g e 23 | 54
6.NEED FOR THE STUDY

 In the generation retail shop are served as evidence so as to carry the transaction, signing and
becomes hectic activity. The companies are always striving to win the customers heart and
the customers by the business man are said to be king and the king never bargains.

 As Viveks is the retail shop and a departmental store to rise the money in a conservative
manner. They come out with many offers as per the customer needs and benefits.

 Promotional activity plays a very prominent role to make aware of the things in market, to
attract customers, to sell products and this study of promotional activity help to give a clear
idea.

P a g e 24 | 54
7.RESEARCH METHODOLOGY

SURVEY RESEARCH:

A well structured questionnaire were prepared for customers of VIVEKS PVT LTD for
verifying the effectiveness of advertisement.

SOURCES OF DATA:

Market research requires two types of data i.e. secondary data and primary data. Primary data
has been used abundantly for the study. Well structured questionnaires were prepared & the
survey was undertaken.
There is also a use of secondary data, collected from the various journals, books, websites &
from company managers.

Sampling Method:
Sample size taken for the survey is 50.

Sample unit:
The customers of VIVEKS PVT LTD, Chennai.

Sample frame:

Population of Chennai city.

Hypothesis testing
Ho- more than or equal to 70% people are aware of VIVEKS advertisements.
H1-less than 70% people are aware of VIVEKS advertisements.

ANALYSIS OF THE COLLECTED INFORMATION:


This involved converting raw data into useful information. It involved tabulation of data, using
statistical measures on them for developing frequency distributions & calculating the averages.

RESEARCH FINDINGS:
The research findings and personal experience is used to propose recommendations.

P a g e 25 | 54
8. DATA ANALYSIS AND INTERPRETATION

TABLE NO:1 THE TABLE SHOWING DO YOU KNOW VIVEKS?


Statistics

Valid 100
Missing 0

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 100 100.0 100.0 100.0

CHART NO:1 THE CHART SHOWING DO YOU KNOW VIVEKS?

Analysis

From the survey we can come to know that 100% respondents are known the
Viveks in Chennai City.

Interpretation

The study shows that the Viveks known by all the 100 respondents Where we have
done survey in Chennai.

P a g e 26 | 54
TABLE NO:2 THE TABLE SHOWING HOW DO YOU COME TO KNOW ABOUT
VIVEKS?

Statistics

N Valid 100
Missing 0

Cumulative
Frequency Percent Valid Percent Percent
Valid News Paper 38 38.0 38.0 38.0
Televsion 34 34.0 34.0 72.0
Internet 2 2.0 2.0 74.0
Friends 26 26.0 26.0 100.0
Total 100 100.0 100.0

CHART NO: 2 THE CHART SHOWING HOW DO YOU COME TO KNOW ABOUT
VIVEKS?

Friends

New s Paper

Internet

Televsion

Analysis

From the study we can come to know that in 100% respondents, 38% people are
known Viveks by News paper,34% people are known by TV, 2% people are known by internet,
other 26% people are known by friends.

Interpretation

By this study we can come to know that news paper and TV plays major role to
introduce the Viveks to people.

P a g e 27 | 54
TABLE NO:3 THE TABLE SHOWING HOW OFTEN DO YOU VISIT VIVEKS?

Statistics

N Valid 100
Missing 0

Cumulative
Frequency Percent Valid Percent Percent
Valid First time 6 6.0 6.0 6.0
once a week 30 30.0 30.0 36.0
twice a week 4 4.0 4.0 40.0
weekends 18 18.0 18.0 58.0
once a month 30 30.0 30.0 88.0
any time 12 12.0 12.0 100.0
Total 100 100.0 100.0

CHART NO: 3 THE CHART SHOWING HOW OFTEN DO YOU VISIT VIVEKS?

First time
any time

once a w eek

once a month

tw ice a w eek

w eekends

Analysis

Out of 100 respondents 6% said that is their first time they have visited,30% people
are visiting once in a week, 4% people are visited twice a week, 18% people are visiting only
weekends, some 12% people visit any time to Viveks.

Interpretation

From this study most of people visit to Viveks one time in week and monthly.

P a g e 28 | 54
TABLE NO:4 THE TABLE SHOWING HAVE YOU COME ACROSS VIVEKS
ADVERTISEMENT?

Statistics

N Valid 100
Missing 0

Cumulative
Frequency Percent Valid Percent Percent
Valid yes 100 100.0 100.0 100.0

CHART NO: 4 THE CHART SHOWING HAVE YOU COME ACROSS VIVEKS
ADVERTISEMENT?

120

100

80

60

40

20

0
yes

Analysis

Out of 100 respondents all are saying they have come across the advertisements of
Viveks.

Interpretation

From the survey we can come to know that all people have come across the
advertisements carried out by Viveks.

P a g e 29 | 54
TABLE NO:5 THE TABLE SHOWING WHICH ARE THE ADVERTISEMENT
MEDIA YOU COME ACROSS

Statistics

N Valid 100
Missing 0

Cumulative
Frequency Percent Valid Percent Percent
Valid print media 26 26.0 26.0 26.0
telivision 66 66.0 66.0 92.0
internet 4 4.0 4.0 96.0
others 4 4.0 4.0 100.0
Total 100 100.0 100.0

CHART NO: 5 THE CHART SHOWING WHICH ARE THE ADVERTISEMENT


MEDIA YOU COME ACROSS

Analysis

Out of 100 respondents 26% people have come across the print media adds, 66%
people have come across TV adds,4% people have come across by internet media,4% people
by others media.

Interpretation

By our survey most of the people means 66% have come across television media which ads
come from TV.

P a g e 30 | 54
TABLE NO:6 THE TABLE SHOWING RATE THE MEDIA WHICH IS
INFLUENCABLE

Factors Print media Telivision Internet Radio


Influencable One 32 63 22 12
Moderate 44 32 58 24
Not Influencable one 24 5 30 64
Total 100 100 100 100

CHART NO: 6 THE CHART SHOWING RATE THE MEDIA WHICH IS


INFLUENCABLE

70

60

50

40 Influencable One
Moderate
30
Not Influencable one
20

10

0
Print media Telivision Internet Radio

Analysis

Out of 100 respondents for print media, 32% people said it is influence one,44%
people said print media is moderate one, other 24% people said it is not influence media. For
the TV media in 100 respondents 63% said it is influence media, 32% people said it is moderate
one, other 5% people said it is not influence media. For the internet media out of 100
respondents, 22% people said it is influence media, 58% people said it is moderate one, other
30% said it is not influence media. For the Radio 12% said it is influence one, 24% said it is
moderate one, other 64% people said Radio media is not influence one.

Interpretation

From the study we can come to know that Television is most influence media comparing to
other Medias. It shown by the above rating points. We can say that print media and internet
Medias are moderate one. Lastly radio is not influence one comparing to others.

P a g e 31 | 54
TABLE NO:7 THE TABLE SHOWING WHICH ARE THE ADVERTISEMENT
YOU COME ACROSS

Statistics

N Valid 100
Missing 0

Cumulative
Frequency Percent Valid Percent Percent
Valid telivision ads 72 72.0 72.0 72.0
hordings,bordings&pai
4 4.0 4.0 76.0
ntings
standees & drop downs 6 6.0 6.0 82.0
leaflets&pamplets 12 12.0 12.0 94.0
others 6 6.0 6.0 100.0
Total 100 100.0 100.0

CHART NO: 7 THE CHART SHOWING WHICH ARE THE ADVERTISEMENT


YOU COME ACROSS

others

leaflets&pamplets

standees & drop down

hordings,bordings&pa

telivision ads

Analysis

Out of 100 respondents 72% people have come across the TV ads,4% people have
come across hordings, bordings & paintings,6% people have come across standees & drop
downs, 12% people have come across leaflets & pamplets, 6% people have come across other
advertisement.

Interpretation

From the survey it is completely clear that television ads are more important than other
advertisements.

P a g e 32 | 54
TABLE NO:8 THE TABLE SHOWING WHAT IS YOUR OPINION ABOUT
VIVEKS?

Statistics

N Valid 100
Missing 0

Cumulative
Frequency Percent Valid Percent Percent
Valid good 80 80.0 80.0 80.0
average 20 20.0 20.0 100.0
Total 100 100.0 100.0

CHART NO: 8 THE CHART SHOWING WHAT IS YOUR OPINION ABOUT


VIVEKS?

100

80

60

40

20

0
good average

Analysis

Out of 100 respondents 80% people has given opinion as good about the Viveks.other
20% people has given their opinion as average.

Interpretation

From the survey it is clear that 80% people are having good opinion about Viveks,

P a g e 33 | 54
TABLE NO:9 THE TABLE SHOWING WHAT DO YOU THINK ABOUT VIVEKS
ADVERTISEMENT

Statistics

N Valid 100
Missing 0

Cumulative
Frequency Percent Valid Percent Percent
Valid highly attractive 12 12.0 12.0 12.0
attractive 58 58.0 58.0 70.0
moderate 26 26.0 26.0 96.0
less attractive 4 4.0 4.0 100.0
Total 100 100.0 100.0

CHART NO: 9 THE CHART SHOWING WHAT DO YOU THINK ABOUT VIVEKS
ADVERTISEMENT

less attractive
moderate
highly attractive

attractive

Analysis

Out of 100 respondents,12% people think ads are highly attractive,58% people think that
ads are only attractive, 26% people think that the ads are moderate,4% people think that the
ads are less attractive.

Interpretation

From the survey we can come to know that more people ie 58% people agreed that the
advertisements of Viveks are very attractive.

P a g e 34 | 54
TABLE NO:10 THE TABLE SHOWING WHAT DO YOU FEEL BY WATCHING
VIVEKS ADVERTISEMENT

Statistics

N Valid 100
Missing 0

Cumulative
Frequency Percent Valid Percent Percent
Valid Very info 8 8.0 8.0 8.0
Gives grtr prdt info 16 16.0 16.0 24.0
Helps in indenti Viveks as 20 20.0 20.0 44.0
diff
Hg influe to visit Viveks and 48 48.0 48.0 92.0
pur
Gvs grtr awr abt of Viveks &
8 8.0 8.0 100.0
pur
Total 100 100.0 100.0

CHART NO: 10 THE CHART SHOWING WHAT DO YOU FEEL BY WATCHING


VIVEKS ADVERTISEMENT

gvs grtr awr abt of very info


8.0% 8.0%

gives grtr prdt info


16.0%

hg influe to visit b
48.0%
helps in indenti Viveks
20.0%

Analysis

Out of 100 respondents 8% people felt that ads are very informative, 16% people felt
that it gives greater product information,20% people said that in identification of Viveks as
differently,48% people said that it is highly influenced to visit Viveks and purchasing, 8%
people said that it gives greater awareness about Viveks.

Interpretation

By the survey it is clear that maximum people felt that advertisements are helpful to know
about Viveks and it is highly influenced to purchasing products there.

P a g e 35 | 54
TABLE NO:11 THE TABLE SHOWING HAVE YOU SEEN HORDINGS OF
VIVEKS?

Statistics

N Valid 100
Missing 0

Cumulative
Frequency Percent Valid Percent Percent
Valid yes 68 68.0 68.0 68.0
no 32 32.0 32.0 100.0
Total 100 100.0 100.0

CHART NO: 11 THE CHART SHOWING HAVE YOU SEEN HORDINGS OF


VIVEKS?

80

70

60

50

40

30

20

10

yes no

Analysis

Out of 100 respondents 68% people have seen hoardings of Viveks; other 32% people
have not seen the hoardings of Viveks.

Interpretation

From the study it is cleared that more people have seen the hoardings of Viveks.
It helps to develop the awareness in customer mind.

P a g e 36 | 54
TABLE NO:12 THE TABLE SHOWING ACCORDING TO YOU WHICH MEDIA
WILL BE HELP FULL FOR GETTING INFORMATION ABOUT VIVEKS?

Statistics

N Valid 100
Missing 0

Cumulative
Frequency Percent Valid Percent Percent
Valid tv advertisment 66 66.0 66.0 66.0
hoardings 12 12.0 12.0 78.0
road shows 6 6.0 6.0 84.0
pamplets 14 14.0 14.0 98.0
wallpaints 2 2.0 2.0 100.0
Total 100 100.0 100.0

CHART NO: 12 THE CHART SHOWING ACCORDING TO YOU WHICH MEDIA


WILL BE HELP FULL FOR GETTING INFORMATION ABOUT VIVEKS?

Analysis

Out of 100 respondents 66% people are getting information about Viveks by TV ads,12%
are getting by hoardings,6% people are getting by road shows, 14% are getting by
pamphlets,2% are getting by wall paints

Interpretation

From the survey we can come to know that TV ads are more effective than other medias,
people are getting more information about Viveks by it only.

P a g e 37 | 54
TABLE NO:13 THE TABLE SHOWING RATINGS OF VIVEKS

Ratings
Factors
1 2 3 4 5

Hoardings 15 20 10 25 30

Boardings 15 10 28 22 25

Paintings 20 25 12 18 25

CHART NO: 13 THE CHART SHOWING RATINGS OF VIVEKS

1-HIGHEST & 5-LOWEST


35

30

25 RANK-1
RESPONDENTS

RANK-2
20 RANK-3
RANK-4
15
RANK-5
10

0
Hoardings Bardings Paintings
FACTORS

Analysis

For hoardings people have ranked 1-5 ie 15% people are given 1 as best, 30% people
has given 5th rank as worst, other gave 2,3&4. For boarding’s 15% has given 1 st rank as best,
25% people has given 5th as worst,other gave 2,3&4. For painting’s 20% people has given 1 st
rank, 25% people gave 5th rank.

Interpretation

From the survey it is cleared that more people has given 1 st rank for paintings, worst rank has
to be given hoardings.

P a g e 38 | 54
TABLE NO:14 THE TABLE SHOWING FROM THE FOLLOWING WHICH OFFER
YOU COME ACROSS

Statistics

N Valid 100
Missing 0

Cumulative
Frequency Percent Valid Percent Percent
Valid great exchannge offer 12 12.0 12.0 12.0
buy one get one free 74 74.0 74.0 86.0
buy 3 appreals at 999 14 14.0 14.0 100.0
Total 100 100.0 100.0

CHART NO: 14 THE CHART SHOWING FROM THE FOLLOWING WHICH


OFFER YOU COME ACROSS

80

60

40

20

0
great exchannge offe buy one get one free buy 3 appreals at 99

Analysis

Out of 100 respondents 12% people have come across great exchange offer,74% people
have come across buy one get one free offer, other 14% people have come across buy 3 apparels
at 999 offer.

Interpretation

From the study we can come to know that more people have come across buy one get one free
offer.

P a g e 39 | 54
TABLE NO:15 THE TABLE SHOWING ARE YOU SATISFIED BY THE OFFER
PROVIDED BY VIVEKS?

Statistics

N Valid 100
Missing 0

Cumulative
Frequency Percent Valid Percent Percent
Valid satisfied 66 66.0 66.0 66.0
neither satisfied
30 30.0 30.0 96.0
nor dissatisfied
dissatisfied 4 4.0 4.0 100.0
Total 100 100.0 100.0

CHART NO: 15 THE CHART SHOWING ARE YOU SATISFIED BY THE OFFER
PROVIDED BY VIVEKS?

dissatisfied

neither satisfied nor dis

satisfied

Analysis

Out of 100 respondents 66% people have satisfied with the offer provided by the
Viveks,30% people are neither satisfied nor dissatisfied with the offer,4% people are
dissatisfied with the offer.

Interpretation

From the survey more people are satisfied with the offer which provided by Viveks.

P a g e 40 | 54
TABLE NO:16 THE TABLE SHOWING IS THE SIGNAGE HELPFUL IN THE
STORE?

Statistics

N Valid 100
Missing 0

Cumulative
Frequency Percent Valid Percent Percent
Valid yes 100 100.0 100.0 100.0

CHART NO: 16 THE CHART SHOWING ARE YOU SATISFIED BY THE OFFER
PROVIDED BY VIVEKS?

120

100

80

60

40

20

yes

Analysis

Out of 100 respondents fully 100% people are agreed with the signage, it is helpful in the
store.

Interpretation

From the survey it is cleared that all respondents agreed with the signage.

P a g e 41 | 54
TABLE NO:17 THE TABLE SHOWING ARE YOU SATISFIED WITH THE MEDIAS
PERFORMANCE PROMOTED BY VIVEKS ?

Statistics

performance promoted by Viveks ?


N Valid 100
Missing 0

Cumulative
Frequency Percent Valid Percent Percent
Valid first rank 4 4.0 4.0 4.0
second rank 32 32.0 32.0 36.0
third rank 46 46.0 46.0 82.0
fourth rank 14 14.0 14.0 96.0
fifth rank 4 4.0 4.0 100.0
Total 100 100.0 100.0

CHART NO: 17 THE CHART SHOWING ARE YOU SATISFIED WITH THE
MEDIAS PERFORMANCE PROMOTED BY VIVEKS ?

Analysis

Out of 100 respondents 4% people has given the 1 st rank to media’s performance, 32%
people has given 2nd rank, 46% people has given 3rd rank,14% people has given 4th rank, 4%
people has given 5th rank.

Interpretation
From the study we can come to know that more people given 3 rd rank towards media’s
performance promoted by Viveks.

P a g e 42 | 54
TABLE NO:18 THE TABLE SHOWING WOULD YOU LIKE TO VISIT VIVEKS
AGAIN?

Statistics

N Valid 100
Missing 0

Cumulative
Frequency Percent Valid Percent Percent
Valid defenetly 80 80.0 80.0 80.0
not sure 20 20.0 20.0 100.0
Total 100 100.0 100.0

CHART NO: 18 THE CHART SHOWING WOULD YOU LIKE TO VISIT VIVEKS
AGAIN?

100

80

60

40

20

0
defenetly not sure

Analysis

Out of 100 respondents 80% people said that they definitely visit again,20% people
said as not sure.

Interpretation

From the study more people want to visit again to Viveks.

P a g e 43 | 54
TABLE NO:19 THE TABLE SHOWING DO YOU WATCH /READ
ADVERTISEMENT?

Do you w atch /re ad adve rtis e me nt?

Cumulative
Frequency Percent Valid Percent Percent
Valid yes 85 85.0 85.0 85.0
no 15 15.0 15.0 100.0
Total 100 100.0 100.0

CHART NO: 19 THE CHART SHOWING DO YOU WATCH /READ


ADVERTISEMENT?

Do you watch /read advertisement?


100

80 85

60

40
Frequency

20

15

0
yes no

Do y ou watch /read adv ertisement?

Analysis

Out of 100 respondents 85% people said yes and 15% people said no.

Interpretation

The graph shows that 85 respondents likes to read /watch the advertisement, and 15 not likes
to read /watch the advertisement.

P a g e 44 | 54
TABLE NO:20 THE TABLE SHOWING I LIKE AD OF ABOVE, BECAUSE OF

I like ad of above, be caus e of

Cumulativ e
Frequenc y Percent Valid Percent Percent
Valid Celebrities 50 50.0 50.0 50.0
Humor 33 33.0 33.0 83.0
Action 12 12.0 12.0 95.0
Thriller 5 5.0 5.0 100.0
Total 100 100.0 100.0

CHART NO: 20 THE CHART SHOWING I LIKE AD OF ABOVE, BECAUSE OF

I like ad of above, because of


60

50
50

40

30 33

20
Frequency

10 12

5
0
Celeb rities Humo r Actio n T hrill er

I like ad of abov e, because of

Interpretation

50 respondents say they like advertisements because of celebrities.


33 respondents say they like advertisements because of Humor.
12 respondents say they like advertisements because of Action.
5 respondents say they like advertisements because of Thriller.

9. FINDINGS

P a g e 45 | 54
1. By the study, we can come to know that 100% respondents are aware of Viveks.
2. In the 100 respondent, 38% people are known by news paper,34% people
a. Are known by TV, others are known by internet and friends.
3. 30% of the people want to visit once a week and month.
4. 100% people have come across the Viveks’s advertisements.
5. By the survey we can say that 66% people have come across the TV and 26%
a. People have come across print media. some people have come across internet
and others media.
6. According to the respondents view television is most influence media, maximum
people said radio is not influence media
7. By the survey we can say most of the people know VIVEKS by its tv advertisement..
8. According to respondents view 80% people say Viveks is good & 20% people say
Viveks is average.
9. Around 58%people said Viveks advertisement is attractive,26% people said Viveks
advertisement is moderate.
10. By the study we came to know that most of people are highly influenced by
Viveks advertisement & want to visit Viveks & purchase.
11. Around 62 % of people has seen the Hoardings of Viveks.
12. In 100% respondents 66% of people said tv advertisement’s are help full on getting
information of Viveks & very less said Road shows & Wallpaints.
13. According to respondents many people rate 5 for Hoardings, Paintings & some of
people rate 3 for Boardings.
14. In 100% respondents 74% of people are aware of Buy One Get One offer & others are
aware of great exchange offer, buy 3 apparels at 999 offer.
15. By the survey we come to know that 66% of people are satisfied by the offer provided
by Viveks & only 4% some people are dissatisfied.
16. 100% of respondents said signage is help full in store.
17. In 100% respondents 46% rank 3 for performance of medias provided by Viveks & 4%
each ranked first & fifth rank.
18. By the survey we come to know that 80% people want to visit Viveks & 20% of people
are not sure to visit Viveks.

19. 85% respondents watch/read ads everyday and 15% respondents don’t watch/read ads
everyday.

P a g e 46 | 54
20. 50% respondents like the above ad in TV because of celebrities ,33% respondents like because
of humor

10. SUGGESTIONS

P a g e 47 | 54
 Since the Tv Advertisement is most attractive media as per the respondents view,
company can concentrate on TV ads by making them more attractive and in a
medium that’s understandable by people of in and around Chennai city, to inform
about any new deals like ANNIVERSARY CELEBRATION Offers & SAB SE
SASTA DIN.,

 Hoardings & Paintings are good source of advertisements so company has to


concentrate on this advertising aspect Hoardings & Paintings has to be increased &
placed in more crowded areas.

 Viveks has to concentrate on more offers & may provided discounts, more exchange
offers.

 Now a days Radio & Internet are good source of medias company has to give more
advertisements on these medias, to reach maximum people.

11. CONCLUSION

P a g e 48 | 54
Indian retail sector is witnessing one of the most hectic Marketing activities of all times.
The companies are fighting to win the hearts of customer who is God said by the
business tycoons. There is always a ‘first mover advantage’ in an upcoming sector. In India,
that advantage goes to “VIVEKS”. It has brought about many changes in the buying habits of
people. It has created formats which provide all items under one roof at low rates.
The consumers preferences are changing & they are moving from Traditional Kirana
stores to Modern Retail outlet. It’s the main challenge to the Modern retail outlets to attract the
customers towards them from that of competitors. To attract more customers companies have
to carryout the promotional activities in unique way. VIVEKS has maintained that unique ness
& has succeeded in attracting customers.

The advertisement of the company like TV ads, print media & pamphlets are good
advertisements which made its place in minds of customer to find VIVEKS differently. As the
competition is becoming stiff in the market the activities conducted by the company are unique,
that have brought fruitful result to the company. Among them Advertisement is one of the
leading activity or unique among all other activities & has high influence on the customer walk-
in.

12. BIBLOGRAPHY

Reference Books:
P a g e 49 | 54
Marketing Management Philip Kotler

Marketing Research A.Parasuraman

Websites:

www.Google.com

www.viveks.com

www.futuregroup.com

13. QUESTIONARIE

Dear Sir/Madam,

P a g e 50 | 54
Name: ____________________

Address (location): _________________________

Contact Number: _________________________

Sex: Male Female


Please let me know a little more about yourself.
Please specify your Age group (years);
(a) Less than 25 (b) 26-40
(c) 41-50 (d) Over 50

Please specify your monthly household income (Rs.);


(a) Less than 10,000 rupees/month
(b) 1,0000 to 20,000 rupees/month
(c) 20,000 to 30,000 rupees/month
(d) Over 30000 rupees/month

. Occupation:
Business Employee Professional
House wife Student

1) Do you know VIVEKS?


Yes No
(If yes continue else skip)
2) How do you come to know about VIVEKS outlet?
a) News Paper b) Television c) Radio d) Internet e) Friends

3). How often do you visit VIVEKS ?


First time Once a week Twice a week
Weekends Once a month Anytime
4) Have you come across the advertisement of VIVEKS?
P a g e 51 | 54
Yes No
(If yes continue else skip)
5) Which are the advertisement media of VIVEKS you come across?
Print media Television
Internet Radio Others
6) Rate which media is influencable
(1 is highest & 5 is lowest)
Influencable one Moderate Not Influencable one
Print media
Television
Internet
Radio

7) Which are the advertisements of VIVEKS you come across?


Television Ads Hoardings, Boardings & Paintings
Standees & drop downs Leaflets & Pamphlets
Others _ _ _ _ _ _ _ _ _ _
8) What is your opinion about advertisements?
Very good Good Average Bad Worst
9) What do you think about VIVEKS’s advertisements?
Highly attractive Attractive
Moderate Less Attractive

10) What do you feel by watching advertisements of VIVEKS?


Very informative
Gives greater product information
Helps in identifying VIVEKS as differently
Highly influences to visit VIVEKS & purchase
Gives greater awareness about VIVEKS & purchase

11) Have you seen hoardings of VIVEKS in Chennai?


Yes No

P a g e 52 | 54
12) According to you, which media will be helpful to you for getting information about
VIVEKS?
TV advertisement
Hoardings
Road shows
Pamphlets
Wallpaints

13) Rate the following factors of VIVEKS compared to other outlets.


(1 is highest & 5 is lowest)
Ratings
1 2 3 4 5
Hoardings
Boardings
Paintings

14) From the following, which are the offers are you aware
a) Great exchange offer b) Buy one get one free
c) Buy 3 appeareals at 999

15) Are you satisfied by the offer provide by VIVEKS

Highly Satisfied Neither satisfied dissatisfied Highly


Satisfied Nor dissatisfied dissatisfied

16) Is the signage in the store helpful?


(a) Yes (b) No
If No, (Please specify reasons) _________________________________________________
17) Are you satisfied with the Medias performance promoted by VIVEKS ?

Rank the following where 1 is least satisfied and the 5 highly satisfied
1 2 3 4 5

P a g e 53 | 54
18) Would you like to visit VIVEKS again ?
(a) Definitely (b) Not sure (c) No
If No, (Please specify the reasons)
____________________________________________________

19) Suggestions or comment for further improvement of advertisement at


VIVEKS ___________________________________________________________________
___________________________________________________________________________

P a g e 54 | 54