Document 6578430

Asia Pacific Journal of Research
Vol: I Issue XVIII, October 2014
ISSN: 2320-5504, E-ISSN-2347-4793
A STUDY ON IMPACT OF ADVERTISEMENT ON BUYING BEHAVIOUR OF CONSUMERS
(WITH SPECIAL REFERENCE TO TWO WHEELER CUSTOMERS IN CHENNAI CITY)
Dr.M.Rajesh, Research Supervisor & Guide
D.B.Jain Colleg, Chennai-97.
A.Senthil Kumar, Research Scholar
ABSTRACT
Advertising is a stimulating influence in our modern civilization, which affects our standard of
living, our forms of recreating and our selection of goods. “Advertising, the use of visual or auditory
messages by a person or firm to persuade other buy a product, accepts an idea or takes some other
desired action where there is no direct contact between the advertiser and audience.”
Advertising has become an integral part of our society. In a way, it has become embedded in our
daily lives. People cannot go through a newspaper, listen to radio or watch television, without reading,
hearing or seeing some advertisement or commercial. People see them on billboards, on buses, in
trains, in magazines, on match boxes, some messages aimed at influencing us or making us aware of the
advertiser’s product.
INTRODUCTION
Advertising consists of all the activities involved in presenting to a group of non-personal, oral or
visual, openly sponsored message regarding a product, service or idea. This message, called an
advertisement, is disseminated through one or more media and is paid for by the identified sponsor.
Advertising performs its role within the framework of marketing. Marketing is the function
concerned with ensuring that product are ready when and where
needed by consumers.
Understanding of advertisement and its role in modern
society is one characteristic of being an
informal person in today’s world.
CRITICISM OF ADVERTISING:
While advertising can be seen as necessary for economic growth, it is not without social costs.
Unsolicited Commercial Email and other forms of spam have become so prevalent as to have become a
major nuisance to users of these services, as well as being a financial burden on internet service
providers. Advertising is increasingly invading public spaces, such as schools, which some critics argue
is a form of child exploitation. In addition, advertising frequently uses psychological pressure (for
example, appealing to feelings of inadequacy) on the intended consumer, which may be harmful.
10
Asia Pacific Journal of Research
Vol: I Issue XVIII, October 2014
ISSN: 2320-5504, E-ISSN-2347-4793
NEED FOR THE STUDY:
The liberalized economy in India leads both male and female to go to job and thus, their
commutations become very important. So, they opt the assistance of two wheelers instead of public
transport for the pleasant commutations. The two wheeler becomes inevitable, and also the cost is
reasonable, therefore they are meticulous in choosing the best two wheelers.
They hence require more information about two wheelers however they are guided and
influenced by the advertisements. Therefore the advertisements influences their preferences, purchase
decision and post purchase behaviour. So, the present study concentrates on the impact of
advertisements on the consumer buying behaviour towards two wheelers.
In particular the city of Chennai has been chosen for the purpose of study because of the
following reasons:
Chennai city has become the financial hub of the entire country. Most of the I.T. industries,
automobile industries recently established in Chennai. It is the most highly density populated area.
Because of petrol consumption, high price of the cars and traffic congestion, most of the Chennai ties
prefer to travel in two wheelers. So the people in Chennai they want to own the two wheelers.
OBJECTIVES OF THE STUDY
 To establish the relationship between advertisement and post purchase behaviour of the twowheeler customers.
 To analyze the relationship between demographic variables and advertisement factors
influencing buying motives, product recognition and buying decision of two wheelers customers.
 To construct an empirical model to establish the impact of advertisement on buying behaviour of
two wheeler consumers.
RESEARCH METHODOLOGY
The Chennai metro city two wheeler customers are selected as a suitable setting to test the
proposed research model. Mainly the focus is on impact and evaluation of two wheeler advertisement
on buying behaviours of customers towards two wheelers.
The main reason for selecting this topic
are (i) availability of a higher number of two wheeler customers (ii) Availability of a number of
customers – dealers contacts in the two wheeler industry.
The methodology of the study is based on the primary as well as secondary data. The study
depends mainly on the primary data collected through a well-framed and structured questionnaire to
elicit the well-considered opinions of the respondents. Convenient random sampling is adopted to
obtain the responses from the two wheeler consumers of Chennai metro city. This study employs both
analytical and descriptive type of methodology. The secondary data are collected from journals,
magazines, publications, reports, books, dailies, periodicals, articles, research papers, websites, company
publications, manuals and booklets.
REVIEW OF LITERATURE
Backhaus, Muhlfeld, and Doorn, (2001) Others researchers have been more interested in what was
actually standardized or adapted in an advertisement (Harris, 1994) (e.g. creative selling proposition,
elements in the advertisement and the language) or whether the advertisement uses the same theme,
regardless of changes in copy or illustration (Duncan and Ramaprasad, 1995; Onkvisit and Shaw, 1987;
Sriram and Gopalakrishna, 1991). Others argue that an advertisement is standardized when the
consumers say so.
11
Asia Pacific Journal of Research
Vol: I Issue XVIII, October 2014
ISSN: 2320-5504, E-ISSN-2347-4793
Luna and Peracchio, (2001) it is rare for a print advertisement to not have a picture, as pictures have
been shown to improve memory (Schmitt et al., 1993; Shepard, 1967; Starch, 1966). This is consistent
with (Paivio, 1971) dual-coding memory theory, which states that recall is enhanced if information is
encoded in two systems (verbal and imagery) rather than one (usually verbal). Pictures are used to
illustrate the brand and product in order to obtain better recall (McKelvie and MacGregor, 1996).
However in the case of bilingual consumers, the visual image must be consistent with the wording to
help in the comprehension of the second language.
O'Guinn, Allen, and Semenik, (2003) found that Advertising has been defined as a paid, massmediated attempt to persuade Thus the Advertising is the powerful instrument to choose the peoples'
choice. Advertisements also have power like: the power to choose, the power to think for themselves,
and the power to influence others. How they use that power is central to the creation of good and
healthy society.
ANALYSIS
Gender
Gender
Male
Female
Total
Source: Primary Data
Frequency
55
45
100
Valid Percent
55.0
45.0
100.0
From the above table, it is found that 55.0% of the respondents are male and 45.0% of the respondents
are female.
Age
Age group
Less than 25 yrs.
26-35 yrs.
36-45 yrs.
Above 45 yrs.
Total
Source: Primary Data
Frequency
20
43
15
22
100
Valid Percent
20.0
43.0
15.0
22.0
100.0
From the above table it is inferred that 20.0 % of the customers are in the age group of less than 25
years. The customers above 45 years of the age group are covered only 22.0 % of the total sample.
Therefore it is inferred that maximum number of customers belongs to the age group of 26-35 years.
Education
Education
SSLC
HSC
Graduate
Post graduate
Diploma holders
Total
Source: Primary Data
Frequency
20
18
15
12
35
100
Valid Percent
20.0
18.0
15.0
12.0
35.0
100.0
12
Asia Pacific Journal of Research
Vol: I Issue XVIII, October 2014
ISSN: 2320-5504, E-ISSN-2347-4793
From the above table it is noted that 20.0 % are SSLC qualified, 18.0% are HSC qualified, 15.0% are
graduates, 12.0% are qualified post graduates and 35.0% are the diploma holders. Hence, it is analyzed
that maximum number of two wheeler customers are the diploma holders.
Occupation
Occupation
Professional
Government employee
Private service
Business
Students
Total
Source: Primary Data
Frequency
12
23
19
25
21
100
Valid Percent
12.0
23.0
19.0
25.0
21.0
100.0
From the above table it clearly shows that 12.0 % of the respondents are professionals and 19.0 % of
them are employed in private service and 23.0% of the respondents are government employees. So, it
has been noted that vast majority of the above respondents are Business.
Earning members in the family
Family
Members
Employed
1 member
2 members
3 members
Total
Source: Primary Data
Frequency
Valid Percent
35.0
45.0
20.0
100.0
35.0
45.0
20.0
100.0
From the above table it is inferred 35.0 % are single member, 45.0% showing that two members, 20.0%
are three members earning in the family. It is confirmed from the above analysis that families having
two earning members are the maximum percentage when compare with other variables.
Family Monthly Income
Monthly Family Income
Up to Rs.10,000
Rs.10,0001to Rs.20,000
Rs.20,0001to Rs.30,000
More than Rs.30,000
Total
Source: Primary Data
Frequency
34
23
24
19
100
Valid Percent
34.0
23.0
24.0
19.0
100.0
From the above table it is found that 34.0% of the respondents having a monthly income less than Rs.10,
000. There are only 19.0 % of the two wheeler customers have a monthly income more than Rs.30, 000.
From the above analysis it clearly states that the maximum of two wheeler customers are having a
monthly income Up to Rs.10, 0001.
SUGESSIONS
 The performance of the two wheelers and quality assurance can be more emphasised through
better marketing strategies by the companies apart from celebrity endorsements.
13
Asia Pacific Journal of Research
Vol: I Issue XVIII, October 2014
ISSN: 2320-5504, E-ISSN-2347-4793
 Emphasis can be laid on endorsing the two wheelers’ features, quality, brand and model through
celebrity endorsed advertisements in television which should also be supported by information
pertaining to providing financial assistance. This can be done through alliances with banks and
other financial institutions and also bringing it to the notice of the consumers.
 While considering the stiff competition, the manufacturers should identify their market segment
and adopt strategies that would improve their market share.
CONCLUSION
The buying decisions and information search are also influenced by the two wheeler
advertisement. The personal factors age, education, occupation, gender and income influence the factors
of advertisement pertaining to buying motives, buying decision and post purchase behaviour. The
customers are meticulous in verifying the product characteristics displayed in the advertisement after
their purchase. It is concluded that incredible advertisements creates negative effects on the
advertisement and it is useful to recall the brand of the product but is not useful to materialize their
purchase of two wheelers.
REFERENCES
1. Backhaus, Muhlfeld, and Doorn, (2001) Journal of Marketing, 58(1), 21-23.
2. Luna and Peracchio, (2001) Indian Journal of Marketing, Vol. XXV (9),
July 2001.
3. O'Guinn, Allen, and Semenik, (2003). Journal of Marketing, 61(1), 60-62.
26-31,
14