A study on media as a source of influence

A study on Media as a source of influence on consumer buying decision process

A STUDY ON MEDIA AS A SOURCE OF INFLUENCE
ON CONSUMER BUYING DECISION PROCESS

A DISSERTATON SUBMITTED IN PARTIAL FULFILMENT OF THE
REQUIREMENTS FOR THE AWARD OF MASTER OF BUSINESS
ADMINISTRATION DEGREE FOR
BANGALORE UNIVERSITY
BY
Mr. DEEPAK. S
Under the guidance and supervision
Of
Prof. NANDINI VAIDYANATHAN
M P Birla Institute of Management
Bangalore

M P BIRLA INSTITUTE OF MANAGEMENT
Associate Bharatiya Vidya Bhavan
BANGALORE
2006

1


DECLARATION

I hereby declare that this dissertation entitled " A Study on Media as a
Source of Influence on Consumer Buying Decision Process”, is the result of my
own research work carried out under the guidance and supervision of
Mrs. Nandini Vaidyanathan, MPBIM Bangalore

I also declare that this dissertation has not been submitted earlier to any
Institute/organization for the award of any degree or diploma

Place: Bangalore
Date: (DEEPAK S)

2


CERTIFICATE

I hereby certify that this dissertation entitled " A Study on Media as a Source
of Influence on Consumer Buying Decision Process”, is the result of research
work carried out by Mr.DEEPAK S under the guidance of Mrs. Nandini
Vaidyanathan, M P Birla Institute of Management, Bangalore

Place: Bangalore

Date: (Dr N S Malavalli)
Principal

3


CERTIFICATE

I hereby certify that this dissertation entitled “A Study on Media as a Source
of Influence on Consumer Buying Decision Process”, Bangalore is an offshoot
of the research work carried out by Mr.DEEPAK S under my guidance
and supervision.

Place: Bangalore

Date: (Mrs. Nandini Vaidhyanathan)

4


ACKNOWLEDGEMENT

I would like to express my sincere gratitude to my research guide Mrs. NANDINI
VAIDHYANATHAN, M. P. Birla Institute of Management, Bangalore for her
constant encouragement and guidance in the course of the research investigation.

Further, I would also like to thank all the faculty members of MPBIM who have
helped me in completing my project. I have gained a lot of knowledge throughout
the course of carrying out this project.

I would like to sincerely thank all my friends and colleagues who have helped me
in completing this project by providing me with the academic support.

DEEPAK S

5


Table of Contents

Sl.no PARTICULARS PG.NO

1.0 Introduction 01
2.0 Design of Study 05
2.1 Statement of Problem 06
2.2 Rationale of the study 06
2.3 Aims and Objectives 06
2.4 Hypothesis 07
2.5 Sampling Techniques 07
2.6 Primary data 07
2.7 Limitations of Study 08
2.8 Review of Literature 08
3.0 Profile 10
3.1 Respondent Profiles 11
4.0 Analysis & Interprétation 14
4.1 Analysis of questions 15
4.2 Analysis of Hypothesis 43
4.3 Chi square 50
5.0 Findings of the Study 54
6.0 Suggestions 58
7.0 Conclusions 60
Bibliography
Annexure

6


LIST OF TABLES
Table 3.1.1 indicating the age profile of the respondents 11

Table 3.1.2 indicating the income profile of the respondents 12
Table 3.1.3 indicating the occupation profile of the respondents 13
Table 4.1.1 indicating the frequency of shopping 15
Table 4.1.2 indicating number of respondents who notice ads 16
before purchase
Table 4.1.3 indicating the distribution of respondents who notice 17
ads in each form of media
Table 4.1.4 indicating the perception of ads 18
Table 4.1.5 indicating where respondents look for information 19
before purchase
Table 4.1.6 indicating consumer's perception on the influence of 20
ads on brand selection
Table 4.1.7 indicating the form of media which helps consumers 21
most in shopping
Table 4.1.8 indicating the ranking of various media in terms of 22
credibility
Table 4.1.9 indicating the duration of tv viewing 23
Table 4.1.10 indicating the behavior of respondents during the 24
time of ads

7


Table 4.1.11 indicating the type of channels viewed most often by 25
respondents
Table 4.1.12 indicating the time of tv viewing among respondents 26
Table 4 1.13 indicating the perception of respondents on the most 27
frequently advertised product
Table 4.1.14 indicating the number of news papers read by 28
respondents
Table 4.1.15 indicating the distribution of ad recall from news 29
papers
Table 4.1.16 indicating the number of respondents who read 33
classifieds
Table 4.1.17 indicating the number of respondents who receive 31
direct mail ads
Table 4.1.18 indicating what respondents do with direct mail ads 32
Table 4.1.19 indicating the perception of respondents about direct 33
mail ads
Table 4.1.20 indicating what catches the attention of respondents 34
in print media
Table 4.1.21 indicating which part of ad catches the eye of 35
respondents the most in a magazine
Table 4.1.22 indicating the perception of respondents about 36
internet ads
Table 4.1.23 indicating whether respondents ever felt like buying 37

8


a product based on advertisements
Table 4.1.24 indicating which form of ads made respondents feel 38
like buying a product
Table 4.1.25 indicating whether the respondents eventually 39
bought the product
Table 4.1.26 indicating which form of ad helps the respondents in 40
buying a high priced items (>rs.1 0000)
buying medium priced in (rs.1000-10000)
buying a low priced items (rs.1000)
Table 4.2.1.a. Indicating the number of respondents who notice 43
advertisements before purchasing the product and also the form of
ad media
Table 4.2.1.b. Indicating the number of newspapers read regularly 44
by the respondents and the ability to recall any advertisements in
the paper.
Table 4.2.1.c. Indicating the impact of advertisements on the 45
respondents
Table 4.2.2.a. Indicating the most influential form of media for 46
helping respondents in purchase decisions.
Table 4.2.2.b indicating which form of media helps most in 46
shopping

9


Table 4.2.2.c. Indicating which form of media is preferred for 46
information before purchase.
Table 4.2.2.d. indicating which form of media compels 47
respondents 47
Table 4.2.2.e. Indicating the form of ads that help respondents in
buying low priced items (<rs.1000)
Table 4.2.2.f. Indicating the form of ads that help the respondents 47
in buying medium priced items (rs. 1000-10000) 47
Table 4.2.2.g. Indicating the form of ads that help the respondents 48
in buying high priced items (>rs.1 0000)
Table 4.3.1 indicating the relation between income per month and 50
form of media preferred for low priced items.
Table 4.3.2. Indicating the relation between income per month and 51
form of media preferred for medium priced items.
Table 4.3.3 indicating the relation between income per month and 52
form of media preferred for high priced items
Table 4.4.4. Indicating the relation between age of respondents 53
and what catches attention most in a print advertisements
Table 4.4.5. Indicating the relation between age of respondents 54
and where they look for information

10


LIST OF GRAPHS

PARTICULARS PAGE NO.
Graph 3.1.1 indicating the age profile of the respondents 11
Graph 3.1.2 indicating the income profile of the respondents 12
Graph 3.1.3 indicating the occupation profile of the respondents 13
Graph 4.1.1 indicating the frequency of shopping 15
Graph 4.1.2 indicating number of respondents who notice ads 16
before purchase
Graph 4.1.3 indicating the distribution of respondents who notice 17
ads in each form of media
Graph 4.1.4 indicating the perception of ads 18
Graph 4.1.5 indicating where respondents look for information 19
before purchase
Graph 4.1.6 indicating consumer's perception on the influence of 20
ads on brand selection
Graph 4.1.7 indicating the form of media which helps consumers 21
most in shopping
Graph 4.1.8 indicating the ranking of various media in terms of 22
credibility
Graph 4.1.9 indicating the duration of tv viewing 23
Graph 4.1.10 indicating the behavior of respondents during the 24
time of ads
Graph 4.1.11 indicating the type of channels viewed most often by 25
respondents.
Graph 4.1.12 indicating the time of TV viewing among 26
respondents

11


Graph. Graph 4.1.13 indicating the perception of respondents on 27
the most frequently advertised product
Graph 4.1.14 indicating the number of news papers read by 28
respondents
Graph 4.1.15 indicating the distribution of ad recall from 29
newspapers
Graph 4.1.16 indicating the number of respondents who read 30
classifieds
Graph 4.1.17 indicating the number of respondents who receive 31
direct mail ads
Graph 4.1.18 indicating what respondents do with direct mail ads 32
Graph 4.1.19 indicating the perception of respondents about direct 33
mail ads
Graph 4.1.20 indicating what catches the attention of respondents 34
in print media
Graph 4.1.21 indicating which part of ad catches 35
the eye of respondents the most in a magazine
Graph 4.1.22 indicating the perception of respondents 36
about internet ads
Graph 4.1.23 indicating whether respondents ever felt 37
like buying a product based on advertisements
Graph 4.1.24 indicating which form of ads made respondents 38
feel like buying a product
Graph 4.1.25 indicating whether the respondents eventually 39
bought the product
Graph 4.1.26 indicating which form of ad helps the 40
Respondents in buying a high priced items (>Rs.1 0000)

12


Respondents in buying medium priced items (Rs.1000-10000)
Respondents in buying a low priced items (<Rs.1000)

13


Chapter 1

INTRODUCTION

14


1. INTRODUCTION

India is a big country with 28 states, over one billion people and 120
dialects/languages. From the market perspective, people of India comprise
different segments of consumers, based on class, status, and income.

India is a lucrative market even though the per capita income in India is low and it
remains a huge market, even for costly products.

The Indian consumers are noted for the high degree of value orientation. Such
orientation to value has labeled Indians as one of the most discerning consumers in
the world. Even, luxury brands have to design a unique pricing strategy in order to
get a foothold in the Indian market.

Indian consumers have a high degree of family orientation. This orientation in fact,
extends to the extended family and friends as well. Brands with identities that
support family values tend to be popular and accepted easily in the Indian market.
Indian consumers are also associated with values of nurturing, care and affection.
These values are far more dominant that values of ambition and achievement.
Product which communicate feelings and emotions gel with the Indian consumers.

Apart from psychology and economics, the role of history and tradition in shaping
the Indian consumer behavior is quite unique.

15


Perhaps, only in India, one sees traditional products along side modern products.
For example, hair oils and tooth powder existing with shampoos and toothpaste.

Television advertising has the biggest impact on purchases of less expensive
consumables like cold medication and athletic shoes. And newspaper articles have
the biggest influence when purchasing certain items like appliances, as well as
making investment decisions, for example buying stock in a certain company. As it
is with news, television is the predominant source for product information among
less educated Americans. On almost all of the items listed, people with less formal
education rely more heavily on television, while the highly educated are influenced
more by the print media, particularly magazines. Again, the Internet appears to
have a big influence. Significant numbers of people look to the Web to help them
make decisions about buying a new car, a computer, or investing in company stock

16


Most studies of consumer reaction to advertising tend to reveal a negative bent, but
reaction to advertising varies by the medium in which it appears. In Consumer
Perceptions of Various Web Ad Formats, a December 2003 study by Dynamic
Logic, consumers were most favorable towards print advertising (probably the
least intrusive and personally directed). Television ads fell in the middle ground,
with approximately 20% seeing them as "somewhat" to "very" negative, followed
by online ads, just over 30% seeing them as "somewhat" to "very" negative. The
bottom of the list? Telemarketing at more than 95% "somewhat" to "very"
negative, non-opt-in email ads (spam) at 80% negative and direct mail at 40%
negative.

17


Chapter 2
DESIGN OF THE STUDY

18


2.1 Statement Of Problem

A Study on media as a source of influence on consumer buying decision process.

2.2 Rationale of the Study
Bangalore is a growing cosmopolitan city. As the awareness about the varieties of
products is growing through the different forms of media we found the necessity to
study media as a source of influence on consumer buying decision process.

2.3 Aims and Objectives

2.3.1 Primary

To study the impact of different advertisement media on consumer buying
decision.

2.3.2 Secondary

-To study the relationship between recall of advertisements and buying behaviour.

-To study which source of media the consumers find most credible.

19


2.4 Hypothesis
Hypothesis 1
H0: Print advertising has more influence on consumer buying decision over other
forms of media
H1: Print advertising has lesser influence on consumer buying decision over other
forms of media

Hypothesis 2
H0: Recall of advertisements has a positive relationship with consumer buying
behaviour.
H1: Recall of advertisements has no positive relationship with consumer buying
behaviour

2.5 Sample Techniques
2.5.1 Sample Unit
The sample universe for our study is the general public in Bangalore city

2.5.2 Sample Size
The sample size is 100

2.5.3 Statistical Design
Mean, Median, Coefficient Of Variation And Chi Square.

2.6 Primary Data
Data was collected through administration of questionnaires.

20


2.7 Limitations Of Study

Some of the limitations we encountered during this study were:
1. The sample size was limited to 100 respondents.
2. The study was limited to the city of Bangalore.
3. The results could be biased as judgment sampling was used.
4. Respondents did not admit that advertisements influence their buying
decision.

2.8 Review Of Literature

In our information-saturated society, it’s not always easy to sort out which sources
of information have the greatest influence on consumer decision making. The most
important thing for communicators to remember is that no single medium can
reach all potential customers. A recent survey by Wirthlin Worldwide shows that
there is no substitute for a thorough knowledge of your target audience and an
understanding of their media habits as they relate to your specific product or
service category, so you can provide persuasive information through those sources
where they are most likely to be looking for it.

For a long time, one of the Holy Grails of marketing communications has been the
search for a formula by which the persuasive value of earned media can be directly
compared with that of paid media: Which is more effective, a front page article in
the Economic Times or a full page ad in Business World? What is the value of

21


being mentioned on KBC versus a paid endorsement by Sachin Tendulkar? Does a
positive mention on 20/20 have more influence than a 60 second commercial on
the same broadcast? These kinds of questions are difficult to answer. Research can
provide good measures of the impact of communications efforts. A number of
approaches have been identified to find out what it is that drives people’s changes
in attitudes and preferences. But it is not a simple procedure, and the findings are
relevant only for a specific product category among a specific audience.

When talking about sources of influence, credibility is always one of the central
issues. People are more strongly influenced by sources they consider to be
credible, so believability is an important indicator of communications
effectiveness.

22


Chapter 3
PROFILE

23


3.1 Respondent Profile

3.1.1 Age Profile

Table 3.1.1 indicating age profile of the respondents

Age <20 20-35 36-50 >50 TOTAL
No. of
respondents 14 57 18 11 100

Percentage 14% 57% 18% 11% 100%

Graph 3.1.1a depicts Table 3.1.1

>50 <20
11% 14%

36-50
<20
18%
20-35
36-50
>50

20-35
57%

Interpretation:

14% of the respondents belong to <20 age group,57% of the respondents belong to
the 20-35 age group,18% belong to the 36-50 age group and 11% belong to >50
age group.

24


3.1.2 Income profile

Table 3.1.2 indicating income profile of the respondents

Income <20000 20000-40000 40001-60000 >60000 Total
No. of

Percentage 40% 37% 12% 11% 100%


No. of respondents

11
12 <20000
40
20000-40000
40001-60000
>60000
37

Interpretation:

40% of the respondents belonged to the <20000 income level (Monthly family
income in Rs.),37% of them belong to the 20000-40000 income level,12% belong
to the 40001-60000 income level and 12% to the >60000 income level.

25


3.1.3 Occupation profile of the respondents

Table 3.1.3 shows the occupation profile of the respondents

Occupation
Own Business Service Student Technical Unemployed Others Total
No.of
respondents 13 21 39 12 2 13 100
Percentage
13% 21% 39% 12% 2% 13% 100%

Graph 3.1.3a depicts Table 3.3

Others Own Business
13%
Unemployed 13%
Own Business
2%
Technical Service
12% Service Student
21%
Technical
Unemployed
Others
Student
39%

Interpretation:

39% of the respondents belonged to the student community,21% to the service
industry, 13% have their own business,12% to technical industry,2% are
unemployed and 13% belong to other categories.

26


Chapter 4
ANALYSIS AND
INTERPRETATION

27


4.1. Analysis of Questions

4.1.1 Frequency of shopping

Table 4.1.1 indicating the frequency of shopping:

Once a Once a Daily When ever the Total
week month need arises
No. of 27 15 9 49 100
respondents
Percentage 27% 15% 9% 49% 100%


Frequency of shopping

60
Number of respondents

50
40
30
20
10
0
Once a week Once a month Daily Whenever the
need arises
Frequency

Interpretation:

49% of the respondents shop whenever the need arises,27 shop once a week,15
shop once a month and 9 daily.

28


4.1.2 Number of respondents who noticed ads before purchase

Table 4.1.2 indicating number of respondents who notice ads before
purchase

Yes No Don’t Total
remember
No. of 45 49 6 100
respondents
Percentage 45% 49% 6% 100%


Number of respondents who notice
ads before purchase
u b r f e p n e ts

60
Nme o r s o dn

50
40
30
20
10
0
Yes No Don't remember
Response

Interpretation:

49% of the respondents did not notice any ads of the product they last purchased

29


4.1.3 Distribution of respondents who noticed ads in each form of
media

Table 4.1.3 indicating the distribution of respondents who notice ads
in each form of media

Form of Newspapers Magazines Tv Hoardings/ Radio Table
media billboards
No. of 22 14 22 7 4 100
Respondents
Percentage 22% 14% 22% 7% 4% 100%


Distribution of respondents who notice ads in each form of media

25

20

15

10

5

0
Newspapers Magazines TV Hoardings/Billboards Radio
Form of Media

Interpretation:

Out of the 45 respondents who noticed ads 22 noticed ads in Newspapers and 22 in
TV

30


4.1.4 Perception of advertisements

Table 4.1.4 indicating the perception of ads

Influencing Providing Increasing Introducing Total
the information the sales new
customers products
No. of
Percentage 44% 27% 23% 6% 100%


Perception of ads
N m e o re p n e ts

50
u br f s o dn

40
30

20
10
0
Influencing Providing Increasing Introducing
customers information sales new
products
Perception

Interpretation:

44% of the respondents think that advertisements are for influencing the
customers.

31


4.1.5 Source of information before purchase

Table 4.1 .5indicating where respondents look for information before
purchase

Form of Newspapers Magazines Internet Tv Radio None Total
media of the
above
No.of 100
respondents 36 7 9 25 4 19
Percentage 36% 7% 9% 25% 4% 19% 100%

Graph 4.1.5.a depicts Table 4.1.5

Where respondents look for information before purchase

40

35
30
25
20
15
10
5
0
Newspapers Magazines Internet TV Radio None
Forms of media

Interpretation:

36% of the people look for information in newspapers, 25% through the TV, 9%
through internet, 7% magazines, 4% radio and 19% through other forms.

32


4.1.6 Consumers perception on the influence of ads on brand selection

Table 4.1.6 indicating consumer’s perception on the influence of ads
on brand selection

Strongly Moderately Neither Moderately Strongly Total
agree agree agree nor disagree disagree
disagree
No. of 100
Percentage 9% 48% 22% 12% 9% 100


Consumer’s perception on the influence of ads
on brand selection
umber of respondents

60
50
40
30
20
10
0
N

Strongly Moderately Neither Moderately Strongly
agree agree agree nor disagree disagree
disagree
Perception

Interpretation

48% of the respondents moderately agree that advertisements help in deciding
about the brand.

33


4.1.7 Form of media which helps consumers most in shopping

Table 4.1.7 indicating the form of media which helps consumers most
in shopping

Newspapers/magazines Tv Radio Internet Any Total
other
No. of 100
Respondents 44 33 2 9 14
Percentage 44% 33% 2% 9% 14% 100%


Form of media which helps consumers most in shopping

50

40

30

20

10

0
New spapers/Magazines TV Radio Internet Other

Form of media

Interpretation:

44% of the respondents think that newspapers help them most in shopping.

34


4.1.8 Ranking of various media in terms of credibility

Table 4.1.8 indicating the ranking of various media in terms of
credibility

Newspapers Magazines Tv Radio Internet
Mean 2.19 2.67 2.3 3.99 3.87
Rank
Rank 1 3 2 5 4


Ranking of various media in terms of credibility

4.5

4
3.5
3
2.5
2
1.5
1
0.5
0
Newspaper Magazines Tv Radio Internet
Form of media

Interpretation:

Respondents find newspapers most credible.

35


4.1.9 Duration of TV viewing

Table 4.1.9indicating the duration of TV viewing

< 1 hour 1 to 3 hours > 3 hours Don’t watch Total
TV
No. of 33 13 15 100
Respondents 39
Percentage 39% 33% 13% 15% 100%


Duration of TV viewing

45
N m e o r s o d ns
u br f ep n e t

40
35
30
25
20
15
10
5
0
<1 hour 1-3 hours >3 hours Don't watch
TV
Dura tion

Interpretation:

39% of the respondents watch television for less than an hour.

36


4.1.10 Behavior of respondents during the time of ads

Table 4.1.10 indicating the behavior of respondents during the time of
ads

Switch Watch Depends Any Total
channels them on the ads other
No. of 100
Respondents 30 14 53 3
Percentage 30% 14% 53% 3% 100%


Behavior of respondents during the
time of ads
N m e o re p n e ts

60
u br f sodn

50
40
30
20
10
0
Switch Watch Depends on Other
channels them the ads
Behaviour

Interpretation:

53% of the respondents said that their behavior during the advertisement depends
on the advertisement being telecasted.

37


4.1.11 Type of channels viewed most often by respondents

Table 4.1.11 indicating the type of channels viewed most often by
respondents
Sports News Movie Music Documentary Devotional Total
No. of 100
Respondents 20 19 27 21 11 2
Percentage 20% 19% 27% 21% 11% 2% 100%

Type of channels viewed most often by respondents

30

25

20

15

10

5

0
Sports News Movie Music Documentary Devotional
Type of channel

Interpretation

27% of the respondents watch movie channels most often.

38


4.1.12 Time of TV viewing among respondents

Table 4.1.12 indicating the time of TV viewing among respondents

Morning Evening Before Whenever Total
going to they feel like
sleep
No. of 100
Percentage 4% 36% 31% 29% 100%


Time of tv viewing among respondents
N m e o r s o d ns

40
u br f ep n e t

35
30
25
20
15
10
5
0
Morning Evening Before Whenever I
going to feel like it
sleep
Time of vie w ing

Interpretation

36% of the people watch television in the evening.

39


4.1.13 perception of respondents on the most frequently advertised
product

Table 4.1.13 indicating the perception of respondents on the most
frequently advertised product

Colas Toiletries Mobile Electronic Automobiles Any Total
services goods other
No. of 100
Respondents 29 27 14 12 13 5
Percentage 29% 27% 14% 12% 13% 5% 100%


Perception of respondents on the most frequently
advertised product

35
30
25
20
15
10
5
0
Colas Toiletries Mobile Electronic Automobiles Other
service goods
providers
Products

Interpretation

29% of the respondents feel that colas are advertised for most frequently.

40


4.1.14 Number of news papers read by respondents

Table 4.1.14 indicating the number of news papers read by
respondents

One Two More than None Total
two
No. of 100
Percentage 50% 26% 11% 13% 100%


Number of news papers read by
respondents
N m e o r s o d ns
u br f ep n e t

60
50
40
30
20
10
0
One Two More than None
two
Number of new spapers

Interpretation

50% of the respondents read one newspaper.

41


4.1.15 Distribution of ad recall from news papers

Table 4.1.15 indicating the distribution of ad recall from news papers

Yes No NA Total
No. of 51 45 4 100
Respondents
Percentage 51% 45% 4% 100%


Distribution of ad recall from news papers

60

50
40

30

20
10

0
Yes No NA
Recall

Interpretation

51% of the people recall the advertisement they saw in the newspaper.

42


4.1.16 Number of respondents who read classifieds

Table 4.1.16 indicating the number of respondents who read
classifieds

Yes No Only when they Total
are planning to
buy
No. of 100
Respondents 10 47 43
Percentage 10% 47% 43% 100%

Number of respondents who read classifieds

50

40

30

20

10

0
Yes No Only when I am
planning to buy
Response

Interpretation

47% of the respondents do not read classifieds.

43


4.1.17 Number of respondents who receive direct mail ads

Table 4.1.17 indicating the number of respondents who receive direct
mail ads

Yes No Total
No. of 46 54 100
Respondents
Percentage 46% 54% 100%


Number of respondents who receive direct mail
ads
Number or respondents

56
54
52
50
48
46
44
42
Yes No
response

Interpretation

54% of the respondents did not receive direct mail.

44


4.1.18 What respondents do with direct mail ads

Table 4.1.18 indicating what respondents do with direct mail ads

Read them Read only Throw them Not Total
first few with out even Applicable
lines opening
No. of 13 22 20 45 100
Respondents
Percentage 13% 22% 20% 45% 100%

What respondents do with direct mail ads

50
40
30
20
10
0
Read them Read the first Directly throw NA
few lines and away
throw away
What they do

Interpretation

Out of the 46% of respondents who receive direct mail 22 %only read the first
two lines while 20% of them throw it even without opening.

45


4.1.19 Perception of respondents about direct mail ads

Table 4.1.19 indicating the perception of respondents about direct
mail ads

A A reliable A helpful A reliable NA Total
disturbance source of source of and
information information helpful
source
No. of 54 6 27 10 3 100
Respondents
Percentage 54% 6% 27% 10% 3% 100%


perception of respondents about direct mail ads
N ber of respondents

60
50
40
30
20
10
um

0
A A reliable A helpful Reliable and
disturbance source of info source of info helpful
source of info
Perception

Interpretation

54% of the respondents perceive direct mail as a disturbance.

46


4.1.20 What catches the attention of respondents in print media

Table 4.1.20 indicating what catches the attention of respondents in
print media

Color Punch Product Pictures Others Total
pattern line logo
No. of 100
Percentage 21% 31% 7% 37% 4% 100%


What catches the attention of respondents in print
media

40
35
30
25
20
15
10
5
0
N

Colour Punch line Product logo Pictures Others
pattern
Response

Interpretation

37% of the respondents feel that the pictures catches their attention in print
advertisement.

47


4.1.21 Part of magazine catches the eye of respondents most

Table 4.1.21 indicating which part of magazine catches the eye of
respondents most

Front inner Back inner Back outer Inside Total
pages
No. of 100
Percentage 30% 13% 30% 27% 100%


Which part of ad catches the eye of respondents
the most in a magazine

35

30
25
20
15
10
5
0
Front inner Back Inner Back Outer Inside Pages
Part of the Magazine

Interpretation

30% of the respondents feel that the front and back outer cover
advertisements catch their eye while reading a magazine.

48


4.1.22 Perception of respondents about internet ads

Table 4.1.22 indicating the perception of respondents about internet
ads
A Innovative form Helpful Reliable A reliable Total
disturbance of source of source of and helpful
advertisement information information source of
information
No. of 100
Percentage 50% 22% 22% 3% 3% 100%


60

50

40

30

20

10
N

0
A An A helpful A reliable A helpful
disturbance innovative source of ad source of ad and reliable
form of ad source of ad
Percepation

Interpretation

50% of the respondents perceive internet advertisement as a disturbance.

49


4.1.23 Whether respondents ever felt like buying a product based on
advertisements

Table 4.1.23 indicating whether respondents ever felt like buying a
product based on advertisements

Yes No Total
No. of 68 32 100
Respondents

80
70

60
50
40
30
20
10
0
Yes No
Response

Interpretation

68% of the respondents ever felt like buying a product based on advertisement.

50


4.1.24 which form of ads made respondents feel like buying a product

Table 4.1.24 indicating which form of ads made respondents feel like
buying a product
TV News Mags Internet Radio Hoardings/ NA Total
Papers billboards
No. of 100
Respondents 45 17 6 1 3 3 25
Percentage 45% 17% 6% 1% 3% 3% 25% 100%


50
45

40
35
30
25
20
15
10
5
0
TV New spapers magazines Internet Radio Hoardings/Billboards

Form of media

Interpretation

45% of the respondents felt like buying a product after watching its advertisement
on television.

51


4.1.25 whether the respondents eventually bought the product

Table 4.1.25 indicating whether the respondents eventually bought
the product

Yes No NA Total
No. of 100
Respondents 50 32 18
Percentage 50% 32% 18% 100%

60

50

40

30

20

10

0
Yes No NA
Response

Interpretation

50% of the respondents eventually buy the product that they felt like buying based
on its advertisement.

52


4.1.26 Which form of ad helps the respondents in buying a high priced
items (>Rs.10000)

Table 4.1.26 indicating which form of ad helps the respondents in
buying a high priced items (>Rs.10000)
TV Newspaper magazines Internet Radio Hoardings/ Total
billboards
No. of 100
Respondents 36 28 16 12 4 4
Percentage 36% 28% 16% 12% 4% 4% 100%


40
35
30
25
20
15
10
5
0
t s
TV es s
ne io rd
pr ne er ad oa
a zi t R
w
sp ag
a In illb
B
N
e m s/
ng
di
o ar
H
Form of media

Interpretation

36% of the respondents rely on television for information while buying a high
priced item.(>Rs10000)

53


4.1.26 Which form of ad helps the respondents in buying a medium
priced items (Rs.1000-10000)

buying a medium priced items (Rs.1000-10000)

TV Newspapers magazines Internet Radio Hoardings/ Total
billboards
No. of 100
Percentage 34% 28% 20% 8% 5% 5% 100%


40
35
30
25
20
15
10
5
0
N

s
es s et io rd
TV pr ne rn ad oa
a zi te
sp a In
R illb
w ag s/
B
e m g
N
in
rd
oa
H
Form of media

Interpretation

34% of the respondents rely on television for information while buying a medium
priced item.( Rs1000-Rs10000 ).

54


4.1.28 Which form of ad helps the respondents in buying a low priced
items (<Rs.1000)

buying a low priced items (<Rs.1000)

TV Newspapers magazines Internet Radio Hoardings/billboards Total
No. of 100
Percentage 45% 26% 21% 0% 2% 6% 100%


50
45
40
35
30
25
20
15
10
5
0
N

es es
t io ds
TV pr in ne ad ar
a er o
sp az In
t R illb
w ag s/
B
e m
N
ing
rd
oa
H
Form of media

Interpretation

45% of the respondents rely on television for information while buying a low
priced item.(<Rs1000)

55


4.2 Analysis for hypothesis

4.2.1 Recall on buying behavior

Table 4.2.1a. indicating the number of respondents who notice
advertisements before purchasing the product and also the form of
advertisement media

YES NO Don’t remember Total
No. of 44 50 6 100
respondents
Percentage 44% 50% 6% 100%

Print TV Hoarding Radio Total
No. of 36 22 7 2 100
respondents
Percentage 36% 22% 7% 2% 100%

Interpretation:

This table depicts that out of 100 respondents 44 noticed advertisements before
purchasing where in most of the advertisements were in the form of Print Media.

56


Table 4.2.1b. indicating the number of newspapers read regularly by the
respondents and the ability to recall any advertisements in the paper.

None One Two More than two Total
No. of respondents 13 50 26 11 100
Percentage 13% 50% 26% 11% 100%

Can recall Cannot recall NA Total
No. of respondents 51 45 4 100
Percentage 51% 45% 4% 100%

Interpretation:

This depicts that 51% of the respondents were able to recall an
advertisement in the newspapers.

Table 4.2.1c. indicating the impact of advertisements on the respondents.

Want to buy a product Do not want to buy Total
No. of 100
respondents 68 32

Eventually bought Eventually did not buy Don’t remember Total
No. of 100
respondents 50 32 18
Percentage 50% 32% 18% 100%

68 respondents wanted to buy the product based on the advertisements
and out of them 50% eventually bought it.
Correlation between them =0.988149

Interpretation:

Correlation of 0.988 shows a high level of relationship between desire to
buy and actually buying the product.

57


4.2.2 Print media as against other form of media

4.2.2a. Table indicating most influential form of media for helping
respondents in purchase decisions.

Print TV Hoarding Radio Total
No. of 45
respondents 36 22 7 2
Percentage 80% 48.9% 15.5% 4.4% 100%

Interpretation:
This table depicts that 36% of the respondents are influenced mostly by
Print media.

4.2.2b Table indicating which form of media helps most in shopping

Print TV Radio Internet Others Total
No. of 100
Percentage 44% 33% 2% 9% 14% 100%

Interpretation:
This table depicts that 44% of respondents prefer Print media for shopping
as against other form of media.

4.2.2c. Table indicating which form of media is preferred for

Print Internet TV Radio Others Total
No. of 100
Percentage 43% 9% 25% 4% 19% 100%

Interpretation:
This table depicts that 43% of the respondents prefer Print media for

58


4.2.2d. Table indicating which form of media compels the respondents
to purchase the product.
NA TV Print Internet Radio Hoardings Total
No. of 100
respondents 26 44 23 1 3 3
Percentage 26% 44% 23% 1% 3% 3% 100%

Interpretation:
This table depicts that 44% of respondents feel that TV makes them more
compelled to purchase a product.

4.2.2e. Table indicating the form of ads that help respondents in
buying low priced items (<Rs. 1000)

Print TV Internet Radio Hoardings/Billboards Total
No. of 47 45 0 2 6 100
respondents
Percentage 47% 45% 0% 2% 6% 100%

Interpretation:
This table depicts that 47% of the respondents, which is the maximum,
said that Print advertisements helped them in buying low priced items.

4.2.2f. Table indicating the form of ads that help the respondents in
buying medium priced items (Rs. 1000-10000)

No. of 48 34 8 5 5 100
respondents
Percentage 48% 34% 8% 5% 5% 100%

Interpretation:
indicated that print advertisements help them in buying medium priced
items. (Rs.1000-10000)

59


4.2.2g. Table indicating the form of ads that help the respondents in
buying high priced items (>Rs.10000)

No. of 44 36 12 4 4 100
respondents
Percentage 44% 36% 12% 4% 4% 100%

Interpretation:
indicated that print advertisements help them in buying high priced items.
(>Rs.10000)

Compiled Analysis

Print TV Radio Other
36 22 2 7
44 33 2 21
43 25 4 28
23 44 3 30
47 45 2 6
48 34 8 10
44 36 4 16
MEAN 40.71429 34.14286 3.571429 16.85714
MEDIAN 44 34 3 16
STDEV 8.712334 8.668498 2.149197 9.805246
CV 21.39871 25.38891 60.17752 58.16672

On compilation of the above data we obtain the following:
 On an average Print media got the highest number of responses as
compared to the other forms of media.
 The coefficient of variation also depicts that Print media has the
lowest levels of variation and hence is most preferred.

60


4.2.3 Ranking in terms of credibility

Rank 1 Rank 2 Rank 3 Rank 4 Rank 5
Newspapers 28 40 19 11 2
Magazines 11 33 36 18 2
TV 42 13 36 18 5
Radio 9 7 7 30 45
Internet 9 8 15 23 45

In terms of credibility, maximum number of respondents (42) indicated TV
as the most credible source of information.

Mean Rank
2.19 2.67 2.3 3.99 3.87
Newspaper Magazines TV Radio Internet

[Mean ranking. Scores given as 1 being most credible and 5 being least]

But from the mean rank given by the respondents to each form of media
Newspapers got the highest, indicating that respondents on an average
consider newspapers as the most credible source of information

61


4.3 Chi Square

4.3.1 Relation between income per month and form of media preferred
for low priced items.

4.3.1 Table indicating the Relation between income per month and form of
media preferred for low priced items.

Hoardings/
TV Newspapers Magazines Internet Radio billboards Total
<20000 18 12 7 0 1 2 40
20000-40000 18 6 12 0 0 1 37
40001-60000 4 4 2 0 0 2 12
>60000 5 4 0 0 1 1 11
Total 45 26 21 0 2 6 100
Percentage 45% 26% 21% 0% 2% 6% 100%

H0: Media preference is independent of the Income level for low priced
items.
H1: Media preference is dependent of the Income level for low priced
items.

Level of confidence= 95%
Chi square value = 14.72
Table value = 25

Hence, we accept H0.

Interpretation
Media preference is independent of the Income level for low priced items.

62


for medium priced items.

media preferred for medium priced items.

Hoardings/
<20000 18 11 7 1 1 2 40
20000-40000 10 11 10 4 0 2 37
40001-60000 2 4 1 2 2 1 12
>60000 4 2 2 1 2 0 11
Total 34 28 20 8 5 5 100
Percentage 34% 28% 20% 8% 5% 5% 100%

H0: Media preference is independent of the Income level for medium priced
items.
H1: Media preference is dependent of the Income level for medium priced
items.

Table value = 25


Interpretation
Media preference is independent of the Income level for medium priced
items.

63


for high priced items.

media preferred for high priced items.

Hoardings/
<20000 17 11 5 2 2 3 40
20000-40000 11 9 9 7 0 1 37
40001-60000 4 4 1 2 1 0 12
>60000 4 4 1 1 1 0 11
Total 36 28 16 12 4 4 100
Percentage 36% 28% 16% 12% 4% 4% 100%

H0: Media preference is independent of the Income level for high priced
items.
H1: Media preference is dependent of the Income level for high priced
items.

Table value = 25


Interpretation
Media preference is independent of the Income level for high priced items.

64


4.3.4 Relation between age of respondents and what catches attention
most in a print advertisements

4.3.4 Table indicating relation between age of respondents and what
catches attention most in a print advertisements

color punch Total
pattern line logo Price other
<20 3 6 2 3 0 14
20-35 9 16 4 20 3 57
36-50 6 5 0 7 0 18
>50 3 4 1 2 1 11
Total 21 31 7 32 4 100
Percentage 21% 31% 7% 32% 4% 100%

H0: What catches attention is independent of age of respondents.
H1: What catches attention is dependent of age of respondents.

Chi square value= 10.53
Table Value= 21

Hence, we accept H0

Interpretation
What catches attention is independent of age of respondents.

65


4.3.5 Relation between age of respondents and where they look for
information.

4.3.5 Table indicating relation between age of respondents and where they
look for information.

TV Newspapers Magazines Internet Radio none Total
<20 7 5 0 0 1 1 14
20-35 15 18 5 5 1 13 57
36-50 1 8 1 4 0 4 18
>50 2 5 1 0 2 1 11
Total 25 36 7 9 4 19 100
Percentage 25% 36% 7% 9% 4% 19% 100%

H0: Where they look for information is independent of age of respondents.
H1: Where they look for information is dependent of age of respondents.

Chi square value= 23.97
Table Value= 25

Hence, we accept H0

Interpretation
Where they look for information is independent of age of respondents

66


Chapter 5

FINDINGS OF THE STUDY

67


Findings

1. 49% of the respondents shop whenever the need arises.
2. 49% of the respondents did not notice any ads of the product they last
purchased
3. Out of the 45 respondents who noticed ads 22 noticed ads in Newspapers
and 22 on TV.
4. 44% of the respondents think that advertisements are for influencing the
customers.
5. 36% of the people look for information in newspapers.
6. 48% of the respondents moderately agree that advertisements help in
deciding about the brand
7. 44% of the respondents think that newspapers help them most in shopping.
8. Respondents find newspapers most credible
9. 39% of the respondents watch television for less than an hour.
10. 53% of the respondents said that their behavior during the advertisement
depends on the advertisement being telecasted.
11. 27% of the respondents watch movie channels most often.
12. 36% of the people watch television in the evening.
13. 29% of the respondents feel that colas are advertised for most frequently.
14. 50% of the respondents read one newspaper.
15. 51% of the people recall the advertisement they saw in the newspaper.
16. 47% of the respondents do not read classifieds.
17. 54% of the respondents did not receive direct mail.
18. Out of the 46% of respondents who receive direct mail 22 %only read the
first two lines while 20% of them throw it even without opening.

68


19. 54% of the respondents perceive direct mail as a disturbance.
20. 31% of the respondents feel that the punch line catches their attention in
print advertisement.
21. 30% of the respondents feel that the front and back outer cover
advertisements catch their eye while reading a magazine.
22. 50% of the respondents perceive internet advertisement as a disturbance.
23. 68% of the respondents ever felt like buying a product based on
advertisement.
24. 45% of the respondents felt like buying a product after watching its
advertisement on television.
25. 50% of the respondents eventually buy the product that they felt like buying
based on its advertisement.
26. 36% of the respondents rely on television for information while buying a
high priced item.(>Rs10000)
medium priced item.( Rs1000-Rs10000 ).
low priced item.(<Rs1000)
29. out of 100 respondents 44 noticed advertisements before purchasing where
in most of the advertisements were in the form of Print Media.
30. 51% of the respondents were able to recall an advertisement in the
newspapers.
31. 68 respondents wanted to buy the product based on the advertisements and
out of them 50% eventually bought it and the Correlation between them
=0.988149.

69


32. 36% of the respondents are influenced mostly by Print media.
33. 44% of respondents prefer Print media for shopping as against other form
of media.
34. 43% of the respondents prefer Print media for information before purchase.
35. 44% of respondents feel that TV makes them more compelled to purchase a
product.
36. 47% of the respondents, which is the maximum, said that Print
advertisements helped them in buying low priced items.
37. 48% of the respondents, which is the maximum, indicated that print
advertisements help them in buying medium priced items. (Rs.1000-10000)
38. 44% of the respondents, which is the maximum, indicated that print
advertisements help them in buying high priced items. (>Rs.10000).
39. In terms of credibility, maximum number of respondents indicated TV as the
most credible source of information. But from the mean rank given by the
respondents to each form of media Newspapers got the highest, indicating
that respondents on an average consider newspapers as the most credible
source of information.
40. Media preference is independent of the Income level for low priced items.
41. Media preference is independent of the Income level for medium priced
items.
42. Media preference is independent of the Income level for medium priced
items.
43. What catches the attention of the respondents is independent of age of
respondents.
44. Where the respondents look for information is independent of age of
respondents

70


Chapter 6
SUGGESTIONS

71


SUGGESTIONS

1 When television media is used there should be proper media planning

which implies that the advertisements should go well with the program

during which they are being telecasted.

2 Advertisers should always furnish valuable information about the

products.

3 The product /service quality should match the advertisements.

4 Customers look for services than product information on the internet.

5 While goods are marketed on internet more promotional tools like

discounts, freebies and differential pricing should be used.

6 Combination of conventional channels physical and internet is acceptable

as customers face uncertainty with respect to quality, delivery, legal

considerations/payments.

72


Chapter 7
CONCLUSION

73


7. Conclusion

Advertisement media plays a very important role in influencing consumer buying
decision process. This study was conducted for the purpose of finding out which
form of advertisement has the most impact on consumers buying behavior.
From the analysis of the primary data we were able to conclude the following:
 Print advertising has more influence on consumer buying decision over other
forms of media

Print advertisements were found to be the most credible source of
information as perceived by the respondents. Most of the respondents
indicated that the pictures in advertisements catch their attention first. Also
most of the respondents indicated that the part of magazine that catches their
eye most is the front inner and the back outer (30% each).

 Recall of advertisements has a positive relationship with consumer buying
behaviour

Recall of advertisements showed a high degree of positive correlation
with the eventual purchase of the product. Also there was high degree of
correlation between the number of people who felt like buying a product
while watching an advertisement and those who eventually bought the
product.

74


QUESTIONNAIRE

Dear Sir/Madam.
I am a student of M.P.Birla Institute of Management undertaking a study on Media as a
source of influence on consumer buying decision process.
We assure you that all information provided will be kept confidential and used for
academic purposes only.
Thank You

Please Tick the appropriate Box
I.) How often do you shop?

[ ] Once a week [ ] Daily
[ ] On e a month [ ] whenever the need arises

2.) What was the Last product that you purchased?
………………………………………….
3.) Did you notice advertisements of that product before purchasing?
Yes [ ] No [ ] don’t remember [ ]

4.) If yes where (You can tick more than one option if necessary)
[ ] News papers [ ] Magazines [ ] Television
[ ] Hoardings/ Billboards [ ] Radio

5.) An advertisement is for
[ ] Influencing the customers
[ ] Providing Information about the product
[ ] Increasing the sales of the product
[ ] Introducing new products

75

6.) Where do you look for information before going for a purchase?
[ ] News paper [ ] Magazines [ ] Internet
[ ] Television [ ] Radio [ ] None of the above
7.) An advertisement helps my decision in choosing the brand
[ ] Strongly Agree
[ ] Moderately Agree
[ ] Neither Agree nor Disagree
[ ] Moderately Disagree
[ ] Strongly Disagree

8.) From the following which helps you most in shopping
[ ] Newspapers! Magazines [ ] Television [ ] Radio
[ ] Internet [ ] Any other

9.) Rank the following media in terms of credibility with respect to advertisements
(1 being most preferred and 5 being least preferred)
[ ] Newspapers [ ] Magazines
[ ] Television [ ] Radio
[ ] Internet

10.) You watch TV daily for
[ ] < 1 hour
[ ] >3 hours
[ ] 1-3 hours
[ ] Don't watch TV

I I.) What do you usually do during the time of advertisements in TV?
[ ] Switch channels [ ] Watch them
[ ] Depends on the advertisements [ ] Any other, please specify

76


12.) What type of channels do you most often watch in TV?
[ ] Sports Channels [ ] News Channels
[ ] Movie Channels [ ] Music Channels
[ ] Documentary Channels [ ] Devotional Channels

13.) When do you usually watch TV?
[ ] Morning [ ] Evening
[ ] Before going to sleep [ ] whenever I feel like it
14.) Which of the following do you think is most frequently advertised in TV?
[ ] Colas [ ] Soaps, Toothpastes etc
[ ] Mobile service providers [ ] Electronic goods
[ ] Automobiles
[ ] Any other (Please specify)

15.) How many news papers do you read regularly?
[ ] One [ ] Two
[ ] More than Two [ ] None

16.) Which Newspaper did you read today?
………………………………………….

17.) Can you name anyone product and its brand advertised in the paper?

[ ] Yes
[ ] No

If yes, please specify ………………………………..

77


18.) Do you read the classifieds part of your newspaper?
[ ] Yes
[ ] No
[ ] Only when I am planning to buy something

19.) Do you receive Direct mail advertisements?
[ ] Yes
[ ] No

20.) If yes, what do you do with them?
[ ] Read them
[ ] Read the first few lines and then throw them away
[ ] Directly throw them in the trash can without even opening

21.) What do you think of direct mail advertisements?
[ ] A disturbance
[ ] A reliable source of information
[ ] A helpful source of information

22.) What catches your attention most in a print advertisement?
[ ] Colour pattern [ ] Punch line
[ ] Product logo [ ] Pictures
[ ] Others (Please specify) ------------------

78

A study on media as a source of influence

A study on media as a source of influence

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