PROJECT REPORT

at

(Tiggle)

BY

(Ankita Jaiswal)

(1NH20BA175)

Submitted to

DEPARTMENT OF MANAGEMENT STUDIES

NEW HORIZON COLLEGE OF ENGINEERING,

OUTER RING ROAD, MARATHALLI,

BENGALURU
In partial fulfilment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

(Dr. Priyameet Kaur Keer)

(Associate Professor)

2020 - 2022

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 DEPARTMENT OF MANAGEMENT STUDIES

CERTIFICATE
This is to certify that Ankita Jaiswal bearing USN 1NH20BA175 (2020-22 batch), is a bonafide
student of Master of Business Administration, New Horizon College of Engineering, Bengaluru
affiliated to Visvesvaraya Technological University, Belagavi.

Project report on A study on the impact of Advertising on Consumer Behavior is prepared by her
under the guidance of Dr. Priyameet Kaur Keer, Associate Professor, in partial fulfillment of the
requirements for the award of the degree of Master of Business Administration of Visveswaraya
Technological University, Belagavi, Karnataka.

Signature of Internal Guide Signature of HOD Principal

Name of the Examiners with affiliation: Signatures with date

1. External Examiner

2. Internal Examiner

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 DECLARATION

I, Ankita Jaiswal, hereby declare that The internship report at “(Tiggle)” prepared by me
under the guidance of Dr. Priyameet Kaur Keer, faculty of M.B.A Department, New Horizon
College of Engineering.

I also declare that this internship report is towards the partial fulfilment of the university
regulations for the award of the degree of Master of Business Administration by Visvesvaraya
Technological University, Belgaum.

I have undergone an industry internship for a period of Eight weeks. I further declare that this
report is based on the original study undertaken by me and has not been submitted for the award
of a degree/diploma from any other University / Institution.

Signature of Student
Place:
Date:

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 ACKNOWLEDGEMENT

The successful completion of the internship would not have been possible without
the guidance and support of many people. I express my sincere gratitude to Mr.
Jayanat Aggarwal, Tiggle, Bengaluru, for allowing to domy internship.

I thank the staff of Tiggle, Bengaluru for their support and guidance and helping
me in completion of the report.

I am thankful to my internal guide Dr. Priyameet Kaur Keer, Associate

Finally,I express my gratitude towards my parents and family for their

STUDENT NAME
USN NO.

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 TABLE OF CONTENTS

SL. NUMBER CONTENTS PAGE NUMBERS

1 Introduction

2 Review Of Literature

3 Industry Profile &Company Profile

4 Theoretical Background of the study

5 Analysis and Interpretation

6 Finding and Conclusion

7 Bibliography

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 The impact of advertisement on Consumer behavior

Abstract
This study analyzed the effect of publicizing on purchaser purchasing conduct in Karnataka
State. Most associations in Karnataka pay tepid mentality in publicizing their items and
administrations through compelling promoting medium, and this affect their result regarding
deals. They don't see the need of expenditure part of their spending plan in notice to advance
their items and administrations and impact customer purchasing conduct. With great increase in
technological advancement, effective advertising has become extremely important to be able to
have competitive advantage, hence the need for this study. This study adopted a survey research
design. It involves collection of data from respondents through questionnaire to test hypotheses.
Multiple regression technique was used to test hypotheses. The research findings show that a
significant and positive relationship lie between the independent variables emotional response,
environmental response towards brand, brand awareness and sensory stimulated advertising and
dependent variable consumer buying behavior. Every one of the autonomous factors have
genuinely huge t-proportion and have positive relationship with shopper purchasing conduct.
This outcome is predictable with the writing. We prescribe that for powerful promoting to occur,
the interest group should be widely reached to realize their utilization example and conduct
toward items and administrations. Also, that work ought to be coordinated more on profound
related promoting, since purchasers support are exceptionally actuated through their inclination.

Keywords: Advertising, Consumer buying behavior, Target audience, emotional response,

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 CHAPTER-1
1. INTRODUCTION

The effect of mass correspondence is felt all around the globe through promoting, paper, web,
music, films, recordings, magazine, motion pictures and bulletins. Among these media,
promoting is the one that lastingly affects watcher's psyche, since its openness is a lot more
extensive (Katke, 2007). Publicizing is the primary wellspring of specialized instrument between
the maker and the customer. Publicizing is a subset of advancement blend and is one of the 4ps in
the showcasing blend which contain item, value, spot and advancement. Publicizing is an
advancement system which fills in as a significant device in making item mindfulness in the
psyche of the buyer to take buying choice. Advertising, sales promotion and public relations are
mass communications tools used by marketers. Advertising through mass media influences
audience, but television has mass reach and is the strongest medium of advertising. Advertising
can influence the attitude of individual behavior, life style in the long run as well as the culture of
the country (Latif & Abideen, 2011). A company can enhance the brand of their product by
investing in promotional activities in order to compete in a consumer market that is dominated
through advertising (Hussainy, Riaz, Kazi & Herani, 2008). The essential point of promoter is to
arrive at purchasers and impact their mindfulness, mentality and purchasing conduct. Their
significant distraction is to keep people interest in their item through spending on promoting.
They additionally need to comprehend what impact clients conduct. Publicizing can possibly add
to mark selection of buyers (Latif and Abideen, 2011).
It influences on customer conduct. Promoting influence on brands change much of the time in people groups
memory. Brand recollections comprise of those affiliations that are connected with brand name in shopper's
psyche. These brand comprehension impact thought, assessment and last buy (Romaniuk and Sharp, 2003).
Buyer conduct ought to be dissected for compelling publicizing, to know why purchasers act specifically ways
under particular conditions. And furthermore to know the variables that impact customer conduct, particularly
the financial, social and mental viewpoints (Ayanwale, Alimi and Ayabinpe, 2005). Promoting likewise makes
notice which conveyclose to home bond with purchasers. Positive close to home requests likewise give major
areas of strength for a sign and animate class based handling (Abideen and Latif, 2011) with fruitful order, the
impact andconvictionsrelated withthisclass in memoryare meant theactualobjective.

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Shoppers attempt to classify the brand relationship with the current memory, when huge number
of items are looked by them and could reposition recollections to a brand picture and insight
towards new items. Along these lines, they can order most recent data specifically brand and
shore in like manner in their memory. Some organizations do not attach importance in
advertising their products and this have adverse effect on their output in terms of sales of
product. Others use different advertising media like television, internet (face book; email)
newspaper, billboard, magazine etc to convey their product message to their target audience.
Companies spend major part of their budget on advertising strategies to promote their
products/services.

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1.3 REVIEW OF LITERATURE

CONCEPTUAL REVIEW

Publicizing: Advertising is a subset of advancement blend which is one of the 4 piece in the
showcasing blend, containing item, value, spot and advancement. Publicizing is a special
procedure utilized in making item mindfulness in the personalities of customer to take buying
choice (Latif and Abideen, 2011). It is a specialized device utilized by advertisers. Publicizing
impacts person's perspectives, conduct and way of life. It is one of significant wellspring of
specialized instrument between the maker and the client of item. For an organization item to be a
notable brand, they should put resources into their special exercises particularly publicizing
(Hussein et al, 2008). Latif and Abideen (2011) contended that promoting can possibly add to
mark decision among purchasers. Promoting was characterized by Arens (1996) as a
correspondence cycle, showcasing process, financial interaction, social cycle, an advertising
cycle or a data and influence process. Dunn and Barban (1987) defined advertising as a paid,
non-personal communication through various media by business firms, non-profit organizations
and individuals who are in someway identified in the advertising message and who hope to inform
persuade member of a particular audience. Morden, 1991 (as reported in Zainul-Abideen (2012)
opined that advertising message isto establish a basic awareness of the product or service in the
mind of the potential consumer andto build up knowledge about it. Publicizing as a limited time
system gives a significant device in making item mindfulness and condition the psyche of a
possible shopper to choose at long last on what to purchase (Ayanwale et al, 2005; Adelear,
Chang, Lanchndorfer, Lee and Morimoto, 2003) Advertising is a non-individual and paid
structure where thoughts, ideas, items or administrations and data are advanced through media by
a recognized way of behaving (Ayanwale et al, 2005; Bovee, Thill; Dorel and Wood, 1995).
Publicizing by TV empower message of promoting to arrive at wide assortment of crowd or
customers and is one of the most incredible promoting medium particularly of labor

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Consumer Buying Behaviour

Customer purchasing conduct is characterized as the psychological, close to home and proactive
tasks that individuals draw in while choosing, buying involving and discarding items and
administrations to fulfill need and wants (Schifman and Kanuk, 2009). It incorporates buying
and other utilization related acitivites of individuals participating in return process. Solomon,
Bamossy, Askegaard and Hogg characterized shopper conduct as the investigation of the
interaction included when people or gatherings select, buy, use, discard item, administration,
thoughts or encounters to fulfill needs and want. Purchaser purchasing conduct is impacted by
monetary factors, for example, pay use design, cost of items cost of correlative items, substitute
merchandise and flexibility of interest (Abraham, 1997; Kotler; Weng, Sanders and Armstrong
2001). It is additionally impacted by mental insight, perspectives and learning (Kotler et al,
2001). Purchaser conduct is impacted by friendly and social factors that influences people
purchasing choice however decides the sort of item to purchase. (Arnould and Thompson,
2005); Perault, Jerome and Mccarthy, 2005)

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Theoretical Review

Profound Response One of the powerful devices of coordinated showcasing correspondence that
genuinely propel customers to purchase items is publicizing (Moore, 2004). The substance of
publicizing is to make brand mindfulness, Preference and choice of items or administrations.
Perspectives towards the advert is the most impacting hypothesis in promoting and publicizing
research. The perspectives that is framed towards advert help in impacting purchaser's mentalities
toward brand until the buying aim (Goldsmith and Lafferty, 2002). Since the goal of advertising
is to form positive attitude towards advertising and the brand, then a positive emotional response
to an advertmay be the best indicator of effective advertising (Goldsmith & Lafferty, 2002). That
is the motivation behind why the essential point of publicizing is to urge individuals to purchase
item and make mindfulness (Bymolt, Claasen, and Brus, 1998). The customer capacity to review
the brand advert is one more part of compelling notice that makes profound reaction (Goldsmith
and Lafferty, 2002). The degree to which shopper pursue items related choices rely upon the
general significance of brand review, which can prompt the brand mindfulness. (Goldsmith and
Lafferly, 2002) Brand mindfulness assist in guaranteeing with reviewing advert, which enjoys
the serious upper hand over those brands that are not effectively reviewed. Positive attitudes
towards advert have more ability to recall adverts than negative attitude towards brand
(Goldsmith & Lafferty, 2002). Cue has been found suitable in different buying situation for
recalling the brand advert and greater chance of brand tobe retrieved of any buyer, when different
attributes are attached to brand, which creates brand association (Romanuik & Sharp, 2004). The
most effective tool in advertising is emotional advertising because it enable consumers give
emotional response to product (Brassington & Petitt,2001).

Environmental Response

Ecological reaction gives specific sorts of involvement to purchasers, which are utilized for
advancement and selling items and administrations (Adelaar et al, 2003). Business offer
purchasers explicit kinds of media encounters, which are utilized for setting the stage that
advances selling of related items or administrations (Adelaar et al, 2003). Exceptional advertising
research has endeavored to explain the effects of different environmental condition like
atmosphere in retailing stores, and background music at the time of purchasing. (Morris &

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Borne, 1998). Sense modalities such as sound, sight, and touch can affect user experience. The
formation rate can affect user experience.

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A study on the impact Of Advertisement on Consumer
Behaviour
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