Effectiveness of Advertisement

OBJECTIVES OF THE STUDY Following are the objectives of the study: 1. To know the most effective media of advertisement 2. To find out the reasons for liking the advertisement of cold drinks. 3. To find out the most popular slogan of advertisement regarding cold drinks. Research Methodology Research is voyage from known to unknown Research is a procedure of logical and systematic application of the fundamentals of science to the general and overall questions of a study and scientific technique which provide precise tools, specific procedure and technical rather than philosophical means for getting and ordering the data prior to their logical analysis and manipulation. Different type of research designs is available depending upon the nature of research project, availability of able manpower and circumstances. Methodology 1. Research Design: The research design is the blueprint for the fulfillment of objectives and answering questions. It is a master plan specifying the method and procedures for collecting and analyzing needed information. o Descriptive Research is used in this study as the main aim is to describe characteristics of the phenomenon or a situation. 2. Data Collection Methods: The source of data includes primary and secondary data sources. Primary Sources: Primary data has been collected directly from sample respondents through questionnaire and with the help of interview. Secondary Sources: Secondary data has been collected from standard textbooks, Newspapers, Magazines & Internet. 3. Research Instrument: Research instrument used for the primary data collection is Questionnaire. 4. Sample Design: Sample design is definite plan determine before any data is actually obtaining for a sample from a given population. The researcher must decide the way of selecting a sample. Samples can be either probability samples or non-probability samples. Sampling Technique: Convenience Sample Size: 50 Respondents. Area of Study: Yamuna Nagar. MARKET PROFILE (Coca Cola) Brands of Coca- Cola i) Coca Cola ii) Thums-up iii) Limca iv) Fanta v) Maaza vi) Maaza Tetra vii) Sprite Flavours of the brand : i) Cola ii) Lemon iii) Soda iv) Orange v) Mango vi) Clear Lemon Size of the Coca Cola cold drinks available in market i) 200 ml Bottles (RGB Glasses) ii) 300 ml Bottles (RGB Glasses) iii) 500 ml Bottles (RGB Glasses) iv) 1 Litre (PVC Bottles) v) 1.5 Litre (PVC Bottles) vi) 2 Litre (PVC Bottles) Sales of Coca Cola Cold drinks Coca Cola Cold drinks Weekly (in carets) Monthly (in carets) Yearly (in carets) Coca Cola 520 1840 22400 Fanta 250 1030 12900 Thums-up 350 1350 18500 Limca 380 1210 16300 Maaza Tetra 80 380 6200 Sprite 70 280 5000 Maaza 120 690 10000 (Primary data) There is more consumption of Coca Cola and has 70% market share in the Yamunanagar city and Coca Cola is having maximum consumption and after that Thumps-up and after it Limca cold drink in the market and all the products has good sale but less than these. Brands of Pepsi i) Pepsi Cola ii) Mirinda Lemon iii) Mirinda Orange iv) Pepsi Soda v) Pepsi Apple Flavours of the brand : i) Cola ii) Lemon iii) Orange iv) Soda v) Apple Size of the Pepsi cold drinks available in market vi) 200 ml Bottles (RGB Glasses) vii) 300 ml Bottles (RGB Glasses) viii) 500 ml Bottles (500 pt. Bottles) ix) 1 Litre (PVC Bottles) x) 1.5 Litre (PVC Bottles) xi) 2 Litre (PVC Bottles) Sales of Pepsi Cold drinks Pepsi Cold drinks Weekly (in carets) Monthly (in carets) Yearly (in carets) Pepsi 430 1750 21600 Mirinda Lemon 390 1180 15400 Mirinda Orange 245 1000 13600 Pepsi Soda 126 470 6000 Pepsi Apple 120 400 5000 (Primary Data) The consumption of Pepsi cola, after this sale of Mirinda Lemon is there and after it Mirinda Orange is there and the market share is less of Pepsi in comparison of Coca Cola. TABLE 4.1 RESPONDENT'S CLASSIFICATION ACCORDING TO AGE Age (in years) No. of respondents Percentage 11-20 22 44 21-40 25 50 41-60 3 6 Total 50 100 Table 4.1 shows that 44% of the respondents are in the age group of 11-20, 50% are in the age group of 21-40 and 6% are in the age group of 41-60. TABLE 4.2 RESPONDENT'S CLASSIFICATION ACCORDING TO SEX Sex No. of respondents Percentage Male 30 60 Female 20 40 Total 50 100 Table 4.2 shows that 60% of the respondents are males and 40% of them are females TABLE 4.3 RESPONDENT'S CLASSIFICATION ACCORDING TO EDUCATIONAL QUALIFICATION Qualification No. of respondents Percentage Illiterate - - Below Matric - - Matric 5 10 Graduate 29 58 Post graduate 16 32 Total 50 100 Table 4.3 reveals that out of 50 respondents 5 are matriculate and 29 are Graduate and rest of them 16 are post graduate. TABLE 4.4 DRINKING OF COLD DRINK Do you take cold drinks No. of respondents Percentage Yes 50 100 No - - Total 50 100 Table 4.4 reveals that all the respondents are drinking cold drinks. TABLE 4.5 FREQUENCY OF TAKING COLD DRINKS HOW FREQUENTLY YOU DRINK No. of respondents Percentage Once a day 15 30 Twice a day 2 4 More than twice 1 2 Not regular drunker 32 64 Total 50 100 Table 4.5 reveals that 30% of the respondents drink it once a day, 4% twice a day, 2% more than twice and 32% drink it no regularly. TABLE 4.6 NAME OF THE COLD DRINKS AVAILABLE IN MARKET Name of cold drinks No. of respondents Percentage Coca cola - - Pepsi - - Fanta - - Limca - - Mirinda - - Thums-up - - Canada dry - - Maaza - - Dew - - All of above 50 100 Total 50 100 Table 4.6 reveals that all of the respondents are of the view that all the above mentioned cold drinks are available in the market. TABLE 4.7 PREFERENCE OF COLD DRINK Which cold drink you like most No. of respondents Percentage Coca cola 12 24 Pepsi 12 24 Fanta 1 2 Limca 7 14 Mirinda 1 2 Thums-up 10 20 Canada dry 4 8 Maaza 3 6 Dew - - Total 50 100 Table 4.7 indicate that out of 50 respondents 12 like Coca cola, 12 like Pepsi, 7 like Limca, 1 like Fanta, 1 like Mirinda, 10 like Thums-up, 4 like Canada dry and 3 like Maaza. TABLE 4.8 FLAVOURS OF COLD DRINKS Flavours No. of respondents Percentage Cola 30 60 Lemon 7 14 Orange 7 14 Mango 2 4 Others 4 8 Total 50 100 Table 4.8 shows that out of 60% of the respondents like the cola flavour of cold drink, 14% like the Lemon flavour and same percentage of respondents like the orange flavour of cold drink. TABLE 4.9 ADVERTISEMENT OF COLD DRINK Do you think advertisement of cold drink is required No. of respondents Percentage Yes 48 96 No 2 4 Total 50 100 Table 4.9 indicate that 96% of the respondents are of the view that they have been the advertisement of the cold drink they like most while 4% shows that they don’t have seen the advertisement they like most . TABLE 4.10 MEDIA OF ADVERTISEMENT THROUGH WHICH MEDIA YOU HAVE SEEN IT? No. of respondents Percentage TV 46 92 Newspaper 2 4 Magazine 1 2 Other 1 2 Total 50 100 Table 4.10 reveals that 92% of the respondents are of opinion that they have seen the advertisement on TV while 4% are of the opinion that they have seen the advertisement through newspaper. TABLE 4.11 NO. OF ADVERTISEMENT How many advertisements you seen are of the most likely cold drink by you No. of respondents Percentage 1 11 22 2 14 28 3 11 22 4 14 28 Total 50 100 Table 4.11 shows that out of the 50 respondents 11 are of view that there is 1 type of advertisement and other says that there are more than one type. TABLE 4.12 SLOGAN OF COLD DRINK Slogan of cold drink which you like No. of respondents Percentage Taste the thunder 12 24 Yara Da tashan 14 28 Yeh dil mange more 16 32 Jo chahe ho jaye, coca cola enjoy 8 16 Total 50 100 Table 4.12 shows that out of 50 respondents 12 like the slogan 'taste the thunder' ,14 like 'Yara da tashan', 16 like 'yeh dil mange more' and 8 like the slogan 'Jo chahe ho jaye coca cola enjoy'. TABLE 4.13 REASON FOR LIKING THE ADVERTISEMENT Why you like advertisement No. of respondents Percentage Its theme and making is appealable 30 60 It has film stars 7 14 Because of good music 7 14 Other reasons 6 12 Total 50 100 Table 4.13 shows that majority of the respondents like the advertisement due to its theme while majority of the respondents like the advertisement due to its film stars and good music. TABLE 4.14 EFFECT OF ADVERTISEMENT ON CONSUMPTION OF COLD DRINK Do you think ads. Effect the consumption of cold drink No. of respondents Percentage Yes 23 46 No 17 354 Cann't say 10 20 Total 50 100 Table 4.14 shows that 46% of the respondents are of the view that advertisement forced them to consume product more 34% of them has view that advertisement don’t force them to consume the product while 20% of them cannot say anything about it. TABLE 4.15 BEST MEDIA OF ADVERTISEMENT Which Media Presently Is More Effectively No. of respondents Percentage TV 50 100 Newspaper - - Magazine - - Others - - Total 50 100 Table 4.15 reveals that 100% of the respondents are of the view that presently the TV is most effective media of advertisement. TABLE 4.16 NECESSITY OF ADVERTISEMENT DO YOU THINK THE ADVERTISEMENT IS NECESSARY FOR COLD DRINKS? No. of respondents Percentage Necessary 14 28 Very necessary 34 68 Can’t say 2 4 Total 50 100 Table 4.16 shows that highest number of respondents are of the view that advertisement is very necessary for cold drinks while few respondents are of the view that advertisement is necessary. TABLE 4.17 EFFECTIVENESS OF EXPENDITURE INCURRED ON ADVERTISEMENT Does expenditure should be incurred on advertisement No. of respondents Percentage Yes 43 86 No 2 4 Can’t say 5 10 Total 50 100 Table 4.17 shows that 86% of the respondents are of the view that the expenditure incurred on advertisement is effective in adding the profit while 4% denied the same and 10% did not reply. TABLE 4.18 REASONS FOR DIFFERENCE OF ADVERTISEMENT EFFECTIVENESS WHICH REASON YOU FIND FOR THE DIFFERENCE OF ADVERTISEMENT EFFECTIVENESS No. of respondents Percentage Education 20 40 Liking 10 20 Standard of Living 10 20 Level of Development 10 20 Total 50 100 Table 4.18 shows that 40% of the respondents say education is one of the main reason of Advertisement effectiveness while equal % of the respondents are in the favour of likings, standars of living and level of development TABLE 4.19 ADD EFFECTIVENESS AND IMPROVEMENT IN ADVERTISEMENT WILL THE STUDY OF EFFECTIVENESS WOULD CONTRIBUTE TO IMPROVEMENT OF PRESENT ADVERTISEMENT No. of respondents Percentage Yes 45 90 No 1 2 Cannot say 4 10 Total 50 100 Table 4.19 shows that the majority of the respondents are of the view that the study of effectiveness contributes the improvement in present advertisement. TABLE 4.20 NECESSITY OF ADVERTISEMENT EFFECTIVENESS IS ADVERTISEMENT EFFECTIVENESS IS NECESSARY FOR COMPANY? No. of respondents Percentage Yes 48 96 No 1 2 Can’t say 1 2 Total 50 100 Table 4.20 reveals that majority of the respondents say that the advertisement effectiveness is necessary while same did not replied. TABLE 4.21 USERS OF ADVERTISEMENT EFFECTIVENESS THE USE STUDY OF EFFECTIVENESS IS FOR WHOM? No. of respondents Percentage For company 34 68 For employees 1 2 For customers 15 30 None of these - - Total 50 100 Table 4.21 indicates that 68% of the respondents are of the view that the study of effectiveness is meant for company while 30% say that it is meant for customers.