Nothing Special   »   [go: up one dir, main page]
Scribd Logo
Upload

Welcome to Scribd!

  • 995 views

    THE IMPACT OF ADVERTISEMENT of Consumer Goods On CUSTOMER'S BRAND PREFERENCE

    Uploaded by

    RimaBaanglore
    This document summarizes a study on the impact of advertising on customer brand preference. The objectives were to study the impact of electronic media, print media, and other media on brand preference. A random sample of 150 participants answered questionnaires and provided secondary data from the internet. The document defines advertising, brand, and brand preference. It outlines the research methodology and findings on how advertising influences customer purchasing decisions and brand awareness. In conclusion, television advertising was found to be most effective at reaching customers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    THE IMPACT OF ADVERTISEMENT of Consumer Goods On CUSTOMER'S BRAND PREFERENCE

    Uploaded by

    RimaBaanglore
    995 views25 pages
    This document summarizes a study on the impact of advertising on customer brand preference. The objectives were to study the impact of electronic media, print media, and other media on brand preference. A random sample of 150 participants answered questionnaires and provided secondary data from the internet. The document defines advertising, brand, and brand preference. It outlines the research methodology and findings on how advertising influences customer purchasing decisions and brand awareness. In conclusion, television advertising was found to be most effective at reaching customers.

    Original Description:

    Original Title

    THE IMPACT OF ADVERTISEMENT of consumer goods on CUSTOMER’S BRAND PREFERENCE

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document summarizes a study on the impact of advertising on customer brand preference. The objectives were to study the impact of electronic media, print media, and other media on brand preference. A random sample of 150 participants answered questionnaires and provided secondary data from the internet. The document defines advertising, brand, and brand preference. It outlines the research methodology and findings on how advertising influences customer purchasing decisions and brand awareness. In conclusion, television advertising was found to be most effective at reaching customers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    995 views25 pages

    THE IMPACT OF ADVERTISEMENT of Consumer Goods On CUSTOMER'S BRAND PREFERENCE

    Uploaded by

    RimaBaanglore
    This document summarizes a study on the impact of advertising on customer brand preference. The objectives were to study the impact of electronic media, print media, and other media on brand preference. A random sample of 150 participants answered questionnaires and provided secondary data from the internet. The document defines advertising, brand, and brand preference. It outlines the research methodology and findings on how advertising influences customer purchasing decisions and brand awareness. In conclusion, television advertising was found to be most effective at reaching customers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 25

    “THE IMPACT OF ADVERTISEMENT of

    consumer goods on CUSTOMER’S


    BRAND PREFERENCE”

    UNDER THE GUIDANCE OF


    PROF. NARAYAN PRASAD
    BY
    CHANDRIMA DUTTA
    OBJECTIVES:
    • A study on the impact of Electronic media on brand
    preference.
    • A study on the impact of Print media on brand
    preference.
    • A study on the impact of Other media on brand
    preference.
     
    RESEARCH METHODOLOGY AND RESEARCH
    DESIGN:
    • Primary data:
    Through questionnaire .
    • Secondary data:
    Through internet

    • Sample Procedure : Random sampling


    • Sample Size :150
    Advertising

     Non-personal presentation or promotion of ideas, goods


    or services

     Through selected media outlets

     An identified sponsor

     Single message can reach a large number of people.

     Does not stimulate immediate demand for the product


    Functions of Advertising

     Stimulates Demand

     Strengthens Other Promotion Mix Elements

     Develops Brand Preference

     Lowers Prices

     Competitive Weapon
    .
    Brand

    The American Marketing Association defines a brand as :

    “A Brand is a name, term, sign, symbol, or design, or a


    combination of them, intended to identify the goods or
    services of one seller or group of sellers and to
    differentiate them from those of competitors”
    Brand preference

    “Brand preference is the Selective demand


    for a company's brand rather than a product;
    the degree to which consumers prefer one
    brand over another”.
    Brand preference choice criteria

     Memorable

     Meaningful

     Likeability

     Transferable

     Adaptable

     Protectable
    Findings

    Prefer quality and acquire information about their brands from television.

    Purchase a product because favourite celebrity is endorsing it.

    Go to the stores by seeing the hoardings and banners.

    Spread word of mouth after using a product.

    Music is very important in an advertisement.

    Internet advertisement creates brand awareness about a product.


    Conclusion

     The awareness level of the brand is good only because of advertisements.

     Television advertisements have more reach to the people.

     Customers of the age group of 20-30 are more interested in advertisements


    and brands.

     For an advertisement to be effective the price, the music and the tag line
    should be highlighted.

     Customer’s(especially the younger generation) refer internet for the


    product features shown in internet advertisements.
    Suggestions

     Companies should research continuously for quality improvement.Develop more


    effective advertising campaigns

     Advertising messages should both be persuasive and reminder-oriented.


    .
     Comparative advertising is useful in this regard. Integrated advertising of their
    product can also be employed.

     Television combines motion, sound, and special visual effects for which it is the most
    preferred media for advertisements.

     More budgets could be devoted to TV adverts in view of the consumers’.

    You might also like