Submitted By: Ritam Bhattacharjee MBA 3rd Semester Batch- 2010-2012 IIAS School of Management

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DECLARATION
I hare by declare that the contents of this project are true and accurate to the best of my knowledge and that I have not copied and adopted any unfair means in compiling this project work.

Signature

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(Ritam Bhattacharjee) MBA 3rd Semester IIAS School of Management

ACKNOWLEDGMENT

I am grateful to all those who have helped me directly or indirectly in completion of this project. I firmly believe that there is always scope for improvement and accordingly I shall take forward to receive suggestions. I exuberantly thankful to faculty guide Miss Sangita Sharma who guides me and help taking right direction in field work. I further welcome inspiration and suggestion to make it best. I sincerely believe that the road of improvement is never ending. Hence I shall forward to end gratefully acknowledge all suggestions received. My sincere apology is who helped me in a variety of wage and whose name could not be individually acknowledged.

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Preface
Professional education is not perfect without fieldwork. Project it on essential port of M.B.A. It make familiar to the student with current market position. This report is a humble attempt to sketch the advertising effectiveness of surf excel and its effects on consumer buying behavior. This project report will be helpful in analysis of perception of Customers towards advertising of surf excel and also measure the effect on consumer buying behavior. I am very thankful to Miss Sangita Sharma (faculty guide) who allowed me to take my project in the market area of Siliguri. I invite suggestion and convection with open heart for further incorporation and improvement of this project report.

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TABLE OF CONTENT
Serial No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. Summary Objectives and Limitations of Study Methodology Advertising and Various medium Company profile- Hindustan Unilever Limited Introduction of Surf Excel Review of Literature Research and Methodology Empirical Analysis Findings and Observations Conclusion Appendices 6 7 8 9 10 11 12 13-15 16-17 18-27 28 29-30 Contents Page No.

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Summary
This project is mainly based on first hand observation in the market, the way customers perceive the various advertisements and in way it effects their buying behavior. The Study which I had done in this was about to analyze the advertising effectiveness of Surf Excel and its effect on consumer buying behavior. First of all I had to go with some past studies which are called Literature review to know the way of completing the project or some valuable ideas regarding my studies. After literature review, I came to know that what variable I should include in my study, considering those variables I prepared the questionnaire to know the desired results and checked it with one small sample i.e. 10 people. During testing the questionnaire, I came to know some points which i had to change in the questionnaire to put off the confusion of the respondents. Then I collected the data of 50 people using convenient sampling. Information was collected related to the effect of advertising on consumer buying behavior with the help of a questionnaire.
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Then I summarized all the data, and test it with questionnaire on Likert Scale. I made all the calculations with the help of EXCEL 2007.

Objectives of Study

The main aim of undertaking this study is to accomplish the following objective:

To study the consumer buying behavior.

To study the impact of advertising of surf excels on consumer buying behavior.

Conducting a market survey and understanding the customer perception. Analysis of customer awareness of product.

Limitations of Study

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Though the present study aimed to achieve the above-mentioned objectives in full earnest and accuracy, it was hampered due to certain limitations. Some of the limitations of this study may be summarized as follows:

Presence of various advertising medium. It may be possible that the same tools are being used by the different companies. Time was a major limiting factor and it was very tough to get the time of the survey and other activities because of the study. Unwillingness on the part of few respondents to disclose the information.

Getting accurate responses from the respondents due to their difficult. They were partial, and refused to cooperate.

inherent problems was

Methodology
The objective of the present study can be accomplished by conducting a systematic market survey. Market Research is a systematic design, collection, analysis and reporting of data and finding that are relevant to different market situation facing by the company. I had to know the advertising effectiveness of Surf Excel and its effect on consumer buying behavior. I prepared one questionnaire, which I tested with 10 people data; it also helped me to rectify the questionnaire where some questions were confusing the respondents. For this synopsis, the fit with a quantitative study is better because of the need for several different views on the questions and to decrease the factor of that different people think differently. For quantitative, the corresponding are; structured observations, interviews and surveys, and attitude scaling. I used the convenience sampling method to collect the data. First of all, I interact with them and find out 50 such customers who use the Surf Excel in daily life.

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Advertising: - Advertising is a form of communication used to influence individuals to purchase products or services or support political candidates or ideas. Frequently it communicates a message that includes the name of the product or service and how that product or service could potentially benefit the consumer. Advertising often attempts to persuade potential customers to purchase or to consume a particular brand of product or service. Medium of Advertising: Magazines:

Print advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. A form of print advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service. Television: The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television. The majorities of television commercials feature a song or jingle that listeners soon relate to the product.
Radio: Radio advertising is a form of advertising via the medium of radio. Radio advertisements are broadcasted as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. Billboards: Billboards are large structures located in public places which display

advertisements to passing pedestrians and motorists. Most often, they are located on
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main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums. Online advertising: Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.

COMPANY PROFILE
Fast Moving Consumer Goods (FMCG) goods are popularly named as consumer packaged goods. Items in this category include all consumables (other than groceries/pulses) people buy at regular intervals. The most common in the list are toilet soaps, detergents, shampoos, toothpaste, shaving products, shoe polish, packaged foodstuff, and household accessories and extends to certain electronic goods The FMCG sector is the fourth largest sector of Indian economy. The Indian rural market with its vast size and demand base offers a huge opportunity for investment. Rural India has a large consuming class with 41 per cent of India middle-class and 58 per cent of the total disposable income. It has a strong MNC presence and is characterized by a well established distribution network, intense competition between the organized and unorganized segments and low operational cost. The top most players in this sector are: Hindustan Unilever Limited ITC Asian Paints Proctor And gamble Cadbury India

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Hindustan Unilever Limited is one of the earliest MNCs to have entered India. It was in the summer of 1888 that Unilever of England first marketed Sunlight soap in INDIA. In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati Manufacturing Company, followed by Lever Brothers India Limited (1933) and United Traders Limited (1935). These three companies merged to form HUL in November 1956. HULs business activities are divided into four broad areas: 1. Home and personal care (personal wash, home care, skin care, hair care, deodorants and talcs, cosmetics) 2. Foods (tea, coffee, branded staples, ice creams, Modern Foods ranges) 3. New Ventures (Hindustan Lever Network, Ayush ayurvedic products and services, Pure it water purifiers) 4. Exports (HPC, beverages, marine products, rice)

Surf Excel Surf Excel, launched in 1954, is one of the oldest detergent powders in India. Initially, the brand was positioned on the clean proposition of washes whitest. However, with the emergence of numerous local detergent manufacturers and the entry of other global brands, A pioneer in the Indian detergent powder market, Surf Excel has constantly upgraded itself over the years, to answer the constantly changing washing needs of the Indian homemaker. Today Surf Excel offers outstanding Stain removal ability on a wide range of stains. This means that mothers now have the freedom to let their kids experience life without worrying about stains.

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Surf Excel quick wash is powered with a path-breaking technology- it reduces water consumption and time taken for rinsing by 50%. It is a significant benefit, given the acute water scarcity in most of India. Surf Excel is available in 3 variants: Surf Excel Blue, Surf Excel Quick Wash and Surf Excel Automatic. So whatever is the need, Surf Excel hai Na.

Review of Literature
I have gone through several studies through journal available in the campus library; from them I got the idea that how should I proceed. It was very helpful to me because it was my first time with such kind of research study, so I didnt know that what variables I should include in my study. What tests can I do to make it fruitful. How should I collect the data regarding these variables. These literatures gave me a lot of references to handle the forthcoming problems and I came to know the variables which determine the customer perception about the various medium of advertisement on consumer buying behavior. This study also told me that which test I had to do, because I had to do a comparative study also regarding customers perception so I had to choose those variables which determine the best advertisement media.

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So these literature reviews have helped me a lot because without that I was unable to find out the variables and the testing methods. Any such study I didnt get but I got the study on customers perception about Vishal Mega Mart and its impact on shopping behavior which also give some important things that I have mentioned above.

Research and Methodology

Data Collection Procedure:

Communication, asking questions and receiving a response in person. Visiting the retail outlets, residents, internet and also preparation of the questionnaire with the help of the project guide.

The primary data has been analyzed with the help of five point rating scale method. In the five points rating the employees have chosen from options such as Strongly Agree, Agree, Neither Agree nor Disagree, Disagree, Strongly Disagree.

5 = Strongly Agree

4 = Agree 3 = neither Agree nor Disagree 2 = Disagree

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1 = Strongly Disagree

The ratings provided by the respondents have been converted into mean scores and ranked accordingly. Graphs and tables have also been used for analyzing the data.

Nature of Data
Primary Source: Data which is collected for the first time and for a specific purpose. So I had to prepare one questionnaire to collect the responses from 50 people all around the Siliguri City. Sources of Data:

Primary Data is collected from investors from the different locations in Siliguri like: Vishal Mega Mart Big Bazaar Residential Complex of Eastern Bypass

Sampling Method
The selection of a sample from a defined target population requires the construction of a sampling frame. The sampling frame is commonly prepared in the form of a physical list of population elements. A wellconstructed sampling frame allows the researcher to take hold of the defined target population without the need to worry about contamination of the listing with incorrect entries or entries which represent elements associated with the excluded population.

Types of Sampling: Probability sampling: requires that each member of the defined target population has a known, and non-zero, chance of being selected into the sample.

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 Non-probability sampling:

It is sometimes carried out with the (usually implied)

justification that estimates derived from the sample may be linked to some hypothetical universe of elements rather than to a real population. Variables: - Variables are of two types: Dependent variables and independent variables refer to values that change in relationship to each other. Dependent Variables: - The dependent variables are those that are observed to change in response to the independent variables. Independent Variables:- The independent variables are those that are deliberately manipulated to invoke a change in the dependent variables. Dependent Variable under study Consumer Buying Behavior

Independent Variable under study Advertising effectiveness tools Newspaper Magazine Internet Television Hoardings Questionnaire Testing:
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Once the questionnaire was prepared it was filled by at least 20 clients due to whom a number of mistakes were identified in the questionnaire. Problems which were overcome in revised questionnaire: Contradictory questions were eliminated so as to remove any kind of misunderstanding and confusion in understanding the objective of taking the information. Conditions were given so as to make a client convenient in answering the correct question as per our requirements. Options were changed so as to make the data analysis easy and convenient and the problem faced by the clients in verbalizing the information to be provided can be eliminated. Language of the questions was simplified so that clients can easily understand and answer them appropriately.

Then I collected the data of 50 people through Convenience sampling and now I had to present this data as per the given frequency, which I had collected through questionnaire.

Empirical Analysis
Serial No. Questions Respondents options Strongl Agre y e Agree Neither Agree Nor Disagre Disagr ee Strongl y Disagr ee

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e 1. You mostly get influenced by the positive messages shown in ads 2. You mostly get influenced by the negative messages shown in ads 3. I consider television as the most trustable media for buying surfs 4. I am mostly influenced by the lady celebrity in the ads for surfs 5. Banners hoardings related to surf often persuades me to make a purchase 6. I am usually influenced by the ads given in magazines about surf 7. The type of animation used in surf ads helps me in purchasing 8. The comparative ads shown during the surf ads makes a good impact in buying a product 9. Window display designs of the retail outlets selling surfs attracts me to purchase a product
10.I quite often remember the ads shown on internet while making purchase especially

20

10

10

25

20 15

15 10 10

5 5

10

10

10

10

10 10 15 1 5 10

10 15 10

20 5

20

20

20

10

10

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related to FMCG products like surf

Serial No. 1. 2. 3.

Calculations

Rankin g 1 6 1*5 2*5+1*0 3 5 8 0+3*10+2*10+1*20 10 7 2 1*20 9 4

5*20+4*10+3*10+2*0+1*0 =170 5*5+4*5+3*5+2*25+1*0 =110 5*15+ =150 4*15+3*0+2*5+

4. 5*15+4*10+3*10+ =125 5. 5*0+4*10+3*10+2*10+1*10 =100 6. 5*0+4* =70 7. 8. 9. 10. 5*0+4*10+3*10+2*15+1*5 =105 5*15+4*15+3*0+2*10+1*0 =155 5*0+4*0+3*20+2*0+ =80 5*0+4*20+3*10+2*10+1*0 =130

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Findings and Observations

You mostly get influenced by the positive messages shown in adds Table -1 Rating 5 4 3 2 1 Respondent Percentages 50% 25% 25% 0 0

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 You mostly get influenced by the negative messages shown in ad Table-2 Rating 5 4 3 2 1 Respondent Percentages 12.5% 12.5% 12.5% 62.5% 0

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 I consider television as the most trustable media for buying surf Table-3 Rating 5 4 3 2 1 Respondent Percentages 50% 37.5% 0 12.5% 0

I am mostly influenced by the lady celebrity in the ads for surfs Table-4
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Rating 5 4 3 2 1

Respondent Percentages 37.5% 25% 25% 12.5%% 0

Banners hoardings related to surf often persuades me to make a purchase Table-5 Rating 5 4 3 2 1 Respondent Percentages 0 25% 25% 25% 25%

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 I am usually influenced by the ads given in magazines about surf Table-6 Rating 5 4 3 2 1 Respondent Percentages 0 0 25% 25% 50

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 The type of animation used in surf ads helps me in purchasing Table-7 Rating 5 4 3 2 1 Respondent Percentages 0 25% 25% 37.5% 12.5%

The comparative ad shown during the surf ads makes a good impact in buying a product Table-8 Rating Respondent Percentages
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5 4 3 2 1

37.5% 37.5% 0 25% 0

Window display designs of the retail outlets selling surfs attracts me to purchase a product Table-9 Rating 5 4 3 2 1 50% 0 50% Respondent Percentages 0

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 I quite often remember the ads shown on internet while making purchase especially

related to FMCG products like surf Table-10 Rating 5 4 3 2 1 Respondent Percentages 0 50% 25% 25% 0

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CONCLUSION As my topic is measuring the advertising effectiveness of surf excel (H.U.L) and its effect on consumer buying behavior. Analyze, so after doing some calculation, I reached on this conclusion that Positive message framing helps in influencing the buying behavior of customer. There was a high correlation between the advertisement shown on television and the consumer buying behavior. So we can say that those people who see surf advertisement on television has more effect on consumer buying behavior and will most probably buy that product.

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APPENDICES QUESTIONNAIRE Name ____________ Gender Age Occupation Scoring Key: 5 Strongly Agree 3 Neither Agree nor Disagree 1 Strongly Disagree 4 Agree 2 Disagree Service Business Student House Wife Male Female

Serial No.

Questions Strongly Agree

Respondents options Agree Neither Agree Nor Disagree Disagree Strongly Disagree

1. You mostly get influenced by the positive messages shown in ads. 2. You mostly get influenced by the negative messages shown in ads. 3. I consider television as the most trustable media for buying surfs. 4. I am mostly influenced by the lady celebrity in the ads for surfs. 5 Banners hoardings related to surf often persuades me to make a purchase 6. I am usually influenced by the ads given in magazines about surf. 7. The type of animation used in surf ads
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helps me in purchasing. 8. The comparative ads shown during the surf ads make a good impact in buying a product. 9. Window display designs of the retail outlets selling surfs attract me to purchase a product. 10. I quite often remember the ads shown on internet while making purchase especially related to FMCG products like surf.

Journals Referred Journals of Marketing

Books Business Research method Marketing Management (ICFAI)

Websites www.hul.co.in Moneycontrol.com surfexcel.in www.icmrindia.org

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