Synopsis

EFFECTIVENESS OF ADVERTISING ON CONSUMER BEHAVIOUR: A CASE STUDY OF SOME SELECTIVE NON-DURABLE CONSUMER PRODUCTS
1. INTRODUCTION The world economy has undergone a radical transformation in last two decades. The geographical and cultural distances have shrunk and the market has widened. The emergence of multinational and modern technology bought with it the featurewhich is popularly known as cutthroat competition. Sellers market becomes buyers market and consumer behaviour changed significantly. Since mid eighties, this global trend is also being witnessed in Indian economy. Liberalisation, globalisation and privatisation have offered Indian consumers several similar products to choose from, to satisfy their needs. This trend has affected consumer behaviour and marketing strategies to a great extent. The advertising plays a crucial and vital role in designing the buying behaviour of the concern purchaser and consumers. On the similar pattern of global trends, the Indian marketers have also begun to heavily concentrate in the expended use of advertisement to communicate messages about their

products and ultimately influence buyers behaviour in favour of their offer. The enhance importance of advertising in marketing strategies of business enterprise has led to dramatic increase in their advertising budget. Since the stake in advertising is too high, the competition in the market place is too stiff and the failure of advertising campaign is too risky and expansive, therefore it is desirable to assess the effect of advertising on consumer behaviour. The change in consumer behaviour is ought to be monitored by companies to remain competitive. It is of paramount interest to companies to know their consumers, their characteristics, taste and preferences. The study of consumer behaviour has become one of the important tool for effective marketing. The changing complexion of market behaviour and emergence of revolutionised information technology have greatly enhanced the process and practices of communication between manufacturer, members of distribution network and consumers. Thus it will be no exaggeration to claim that the effective advertising has become one of the important key for successful dispatch of products from the point of manufacturing or acquisition for distribution to the point of consumption, which should be followed up by repeat purchase order. By keeping this feature in view, an attempt is proposed to examine the effect of advertising

on consumer behaviour of selected non-durable consumer products. 2.REVIEW OF PREVIOUS LITERATURE: Over The Year, A Very Extensive Volume Of Literature Has Taken Shape On The Subject Of Advertising. In The Last Two Decades In Particularly The Expansion In The Literature On The Subject Has Been So Tremendous That Advertisement Has Evolved Into Separate, Full-Fledge Field Of Study. Research Indicates That Between 1900 And 1900 As 00 Books On The Subject Has Been Written They Cover Different Dimension Of Advertising Such As Social, Economy And Psychological Ones Those Books Also Examine The Communication Task Involved In Advertising And Ethics of Advertising. People Engaged In Different Discipline Wrote on The Subject. Advertising Was Also Becoming A Controversial Subject. Work In Advertising, Treating It Exclusively As Commercial Or Management Subject Started Rather Recently Perhaps From The 50s Onwards. Author like Neil Borden, Martin, Boyd and Newman and Aker and Myers, treated the subject essentially as a management and marketing tool. In this contact , We shall be treated the subject from the same stand point as our main concern is with advertising as a management tool. A study by Lawrence Lepisto on the subject revealed that consumer with different in the life cycle differently reacts to

different advertisements displayed on different media. It was explained in a life span perspective of consumer behaviour which was published in Advance Consumer Research, Vol, 12, 1985. Similarly, Mc Carthy under took a study and suggested, evaluating advertising effectiveness is not easy,. This has been reported in Ramaswamy,V.S. $ Namakumaris, Marketing Management, Macmillan India effectiveness of advertising on consumer behaviour. Another study of Harold H. Kassarjian and Mary Jane Sheffet on personality and consumer behaviour: an update. It suggested that different impact of advertisement is seen on consumers of different products. It was reported in Philip Kotler. Marketing Management PtII, 1997, p. 181. RATIONAL BEHIND THE STUDY: The advertising plays a crucial and vital role in shaping the buying behaviour of the concerned purchaser and consumers. Indian marketers like their global counterparts have started to concentrate on the expanded use of advertisements to communicate messages about their products and persuade consumer/buyers to buy their brand of product. The enhance importance of advertising in marketing strategies of business enterprises has led to dramatic increase in advertising budget. This phenomenon is distinctly

visible in the consumer non-durable products where competition is more stiff. The stakes in advertising are too high and failure of advertising campaign is too risky. Therefore it is desirable to assess the effect of advertisement on consumer behaviour. The assessment of advertisement is also important for marketer for designing their future advertising strategies. Societal viewpoint towards advertisement campaign is also another area of interest for study. The enhance importance of advertising and its effect on various sub system of marketing and buyers behaviour has provoked an interest in exploring the same. OBJECTIVE OF THE STUDY: The objectives of the study includes the following: 1.to assess that how for advertisements are able to create awareness of consumer non-durable products.
2. To assess the sensitiveness of consumer towards the

advertisements displayed for selling different brand of consumer non durable.

3. To assess the appealing ability of advertisement and retaining

ability of consumers.
4. To examine the effect of advertisement in influencing buyers

behaviour.
5. To collect, tabulate and analyse information collected and to

draw conclusion.

6. To provide suggestions for enhancing the effectiveness of

advertisements. RESEARCH METHODOLOGY: The research methodology will include the following:
1. A review of literature. 2. Drafting of theoretical perspective as background study

material.
3. Collecting relevant information from respondent by using

survey method. A structured questionnaire will be used.

4. The structured questionnaire will be administered on a sample

of 400 respondent to collect relevant information.

5. The collected information will be systematically arranged and

tabulated and analysed for drawing appropriate conclusion.

6. Univariate and bi variate analysis techniques will be used.

CHAPTER SCHEME: The proposed study will include following chapters:

1. An introduction to the Modern Marketing

2. Consumer Behaviour
3. Role of Advertising 4. Advertising and its Impacts on Consumer Behaviour. 5. Analysis of Survey Result 6. Conclusions and Suggestions 7. Bibliography

EXPECTED CONTRIBUTION FROM THE STUDY: 1. The study will project the role of advertisement in consumer behaviour related to their brand preference.
2. The study will be able to identify the effectiveness and

deficiencies of advertisement.
3. The study will be able to make appropriate suggestions in users

related to advertisement strategies.

4. The study will be able to identify the latent needs of customers

in respect of advertisement.