CHAPTER 1

1.1 INTRODUCTION

In the dynamic and fiercely competitive landscape of the Indian automobile industry, the
journey of a consumer from a state of awareness to the final act of purchase is a complex
psychological and sociological process. This journey is increasingly navigated through a vast sea
of marketing stimuli, where brands vie for attention, comprehension, and ultimately, consumer
loyalty. Among the myriad tools in a marketer's arsenal, television advertising remains a potent
and influential force. Despite the digital revolution and the fragmentation of media channels,
television retains a unique capacity to build mass reach, create emotional connections, and
demonstrate product features with impactful audiovisual storytelling.

The automotive sector, characterized by high-involvement, considered purchases, relies heavily

on marketing communications to influence this decision-making pathway. For a consumer,
buying a car is not merely a transaction; it is a significant financial commitment and often an
emotional investment linked to identity, status, and lifestyle. Consequently, automobile
manufacturers and their dealership networks invest substantial resources in crafting and
disseminating advertisements that can effectively shape consumer perceptions, attitudes, and
intentions.

This study zeroes in on this critical intersection of television advertising and consumer behavior
within the specific context of Suzuki automobiles, as marketed and sold by APP Motors in the
Union Territory of Puducherry. Suzuki, as a brand under the umbrella of Maruti Suzuki India
Limited, has established itself as a dominant player in the Indian market, renowned for its
reliability, fuel efficiency, and extensive service network. However, in a micro-market like
Puducherry, with its unique socio-cultural and economic fabric, the universal appeal of a
national brand must be effectively communicated and localized to resonate with the target
audience.
APP Motors, as an authorized dealer, is the crucial final touchpoint where marketing messages
are translated into sales reality. The effectiveness of national and regional television campaigns
in driving consumers to APP Motors' showroom and convincing them to choose a Suzuki
product over competitors is a subject of paramount importance for the dealership's strategic
planning and operational success. This research seeks to unravel the intricate relationship
between ttelevision advertisements consumers see and the purchase decisions they make,
providing actionable insights for enhancing marketing efficacy in the Puducherry region.

2.Theoretical Underpinnings: Understanding the Consumer Decision Journey

To fully appreciate the impact of television advertising, one must first understand the
theoretical frameworks that model how consumers make decisions, particularly for high-value
products like automobiles. The traditional AIDA model (Attention, Interest, Desire, Action)
provides a foundational linear perspective. Television advertising plays a crucial role at each
stage:
Attention:A compelling TV ad, with striking visuals, music, or a celebrity endorser, can break
through the clutter and capture the viewer's attention.
Interest: By showcasing key features, benefits, and the lifestyle associated with a Suzuki car,
the ad can pique the consumer's interest to learn more.
Desire:Through emotional appeal and rational demonstration, the ad cultivates a desire for
the product, making the consumer aspire to own it.
Action: A strong call-to-action (e.g., "Visit your nearest dealership," "Test drive today") can be
the final nudge that motivates the consumer to visit APP Motors.

Beyond AIDA, the Hierarchy of Effects model suggests that consumers progress through a
sequence of learning (cognitive), feeling (affective), and doing (conative) stages. Television
advertising is exceptionally well-suited to influence all three. It provides information
 (cognitive), creates emotional bonds and positive feelings (affective), and can encourage
specific behaviors like searching online or visiting a showroom (conative).

Furthermore, the concept of the Purchase Funnel (or Consumer Decision Journey) is
instrumental. This model visualizes the process from a large pool of potential buyers down to
a small number of actual purchasers. Television advertising's primary role is often at the top
of the funnel—creating broad awareness and consideration. For a brand like Suzuki, which
already enjoys high awareness, TV ads might be used to reinforce brand loyalty, promote new
models, or counter competitive moves, thereby influencing consumers who are already in the
"consideration" or "preference" stage of the funnel.

These models collectively establish that advertising does not directly cause a sale but works
by shaping the consumer's mental states and predispositions throughout their decision
journey. The power of a television ad lies in its ability to make the Suzuki brand salient in the
consumer's mind when they enter the market for a new car, ultimately making a visit to APP
Motors a more likely outcome.

3Contextualizing the Study: The Suzuki Brand, APP Motors, and the Puducherry Market

Maruti Suzuki: A Behemoth in the Indian Auto Sector

Maruti Suzuki India Limited is not just a car manufacturer; it is a phenomenon that has
shaped the Indian automobile landscape for decades. Synonymous with affordability, low cost
of ownership, and an unparalleled service network, the brand commands immense trust and
loyalty. Its product portfolio is vast, ranging from compact hatchbacks like the Alto and Swift
to sedans like the Dzire, and SUVs like the Brezza and Grand Vitara. This wide range means its
television advertising strategies are equally diverse, targeting different demographics,
psychographics, and income segments. Some ads focus on value-for-money, some on
performance, and others on aspirational lifestyle.

APP Motors Puducherry: The Local Gateway

APP Motors represents the physical embodiment of the Suzuki brand in Puducherry. As an
authorized dealer, its responsibilities extend beyond sales to include after-sales service, spare
parts, and customer relationship management. The dealership operates in a competitive
environment, competing not only with other brands but also with other Suzuki dealers in
nearby regions. For APP Motors, the effectiveness of Suzuki's television advertising is a key
business determinant. It drives footfall, generates leads, and provides the sales team with a
pre-established brand narrative to leverage during customer interactions. Understanding how
these ads are perceived locally allows APP Motors to align its local marketing efforts (e.g.,
local cable TV ads, promotions) with the national campaign for maximum impact.

The Puducherry Market: A Unique Consumer Landscape

Puducherry presents a distinctive market for automobile sales. Its economy is supported by
tourism, manufacturing, and a significant agricultural sector. The consumer base is a blend of
urban and rural populations, with varying income levels, cultural influences, and media
consumption habits.
Cultural Nuance: The strong French colonial heritage and a unique cultural identity mean that
consumers may have different aesthetic preferences and value perceptions.
Media Viewership: The choice of television channels (e.g., preference for Tamil channels,
French international channels, or national Hindi/English networks) can significantly affect the
reach and reception of an ad campaign.Competitive Intensity: Puducherry's market is served
by numerous automotive brands, making the battle for consumer mindshare intense. A
television ad must therefore be memorable and persuasive to create a competitive advantage
for Suzuki at APP Motors.
This specific context makes it imperative to study whether the universal messages in Suzuki's
national TV campaigns are effectively decoded and accepted by the consumers of Puducherry,
or if there is a need for more localized communication strategies.

4.Statement of the Problem and Research Objectives

Despite the massive investments in television advertising by automobile companies, there is a

palpable gap in understanding its precise ROI and its impact on the final purchase decision at
the dealership level, especially in a nuanced market like Puducherry. Dealers like APP Motors
often operate on the assumption that national advertising works, but without concrete local
data, they cannot quantify its effect or optimize their strategies. Key questions remain
unanswered:
1)To what extent do consumers in Puducherry recall Suzuki's television advertisements?
2)Which elements of these ads (e.g., celebrity endorsement, music, feature demonstration)
are most influential?
3) How does TV advertising interact with other factors (e.g., word-of-mouth, price, fuel
efficiency) in the consumer's decision-making process?
4) Does television advertising primarily create new customers, or does it mainly reinforce
existing brand loyalists?
5) What is the direct correlation between exposure to a Suzuki TV ad and the likelihood of a
consumer visiting APP Motors?

To address this problem, the present study is formulated with the following key objectives:

1. To assess the reach and frequency of television advertising of Suzuki cars among
consumers in Puducherry.
2. To analyze the level of awareness and recall (aided and unaided) of Suzuki television
advertisements among the target audience.
3. To identify the key elements of television advertisements (content, message, appeal,
presenter) that significantly impact consumer perception towards the Suzuki brand.
4. To examine the relationship between television advertising and the various stages of the
consumer purchase decision process for Suzuki cars.
5. To evaluate the role of television advertising in motivating consumers to visit APP Motors
Puducherry for inquiry and purchase.

5. Scope, Significance, and Structure of the Study

Scope of the Study

This research is confined to the Union Territory of Puducherry. The study will focus on
consumers who have purchased a Suzuki car from APP Motors within a recent timeframe
(e.g., last 12 months) as well as potential customers who have visited the showroom or are in
the market for a new car in a similar segment. The study specifically investigates the impact of
television advertising, though it acknowledges the influence of other marketing mix elements.
The brands considered will primarily be those within the Suzuki portfolio available at APP
Motors.

Significance of the Study

The findings of this research hold substantial value for multiple stakeholders:
For APP Motors Puducherry: The study will provide data-driven insights to measure the ROI of
advertising spends (theirs and Suzuki's), refine their local marketing and promotional
strategies, and train their sales force to better leverage the content of TV ads during customer
interactions.
For Maruti Suzuki India Limited: The findings can offer valuable feedback from a specific
regional market on the effectiveness of their national advertising campaigns, potentially
informing more region-sensitive ad production in the future.
For Academicians and Researchers: It will contribute to the existing body of knowledge on
advertising effectiveness, particularly in the high-involvement product category within the
unique Indian socio-cultural context of a place like Puducherry.
For Consumers:Ultimately, a better understanding of advertising effectiveness can lead to
more informative, engaging, and consumer-centric advertisements that respect the
intelligence of the audience and provide genuine value.

Structure of the Report

This report will proceed systematically. Following this introduction, a comprehensive
Literature Review will delve into existing academic and industry research on advertising
effectiveness, consumer behavior models, and the automotive sector. The Research
Methodologychapter will detail the research design, sampling method, data collection tools
(e.g., questionnaires, interviews), and analytical techniques. The Data Analysis and
Interpretation chapter will present the findings through statistical tables, charts, and thematic
analysis. Finally, the Conclusion and Recommendations chapter will summarize the key
insights, answer the research objectives, and provide practical, actionable recommendations
for APP Motors and suggestions for future research.

This study aims to demystify the complex relationship between the screen and the
showroom, providing a clear-eyed view of how television advertising truly influences the path
to purchase for Suzuki cars in Puducherry.
MEANING :
This study is about understanding how television advertisements influence people’s decisions
to buy Suzuki vehicles, especially from APP Motors in Puducherry.
Television is still a very strong form of advertising because it can reach a lot of people and
uses both sound and visuals to grab attention. Companies like Suzuki use TV ads to inform and
attract customers. But in a competitive market where many brands are advertising, it's
important to know how well these ads are working.

The main goal of this study is to find out:

Whether TV ads make people more aware of Suzuki cars.If these ads create interest and
encourage people to visit APP Motors.

How the style, message, and frequency of the ads affect consumer choices.By talking to real
customers, this study wants to see how much influence television ads actually have on their
decision to buy a Suzuki vehicle. This will help Suzuki and APP Motors improve their
marketing and attract more buyers.

DEFINITION ;

Advertising refers to packaging products , services, organizations or individuals in a

variety of ways that clearly deliver a certain benefit, stimulation, identification or reason to
explain what consumers are thinking about and why they buy products.”

-Kotler & Keller (2021)

Consumer Buying Behaviour / Purchase Decisiondefines consumer buying behaviour as the

totality of psychological, social, and physical behaviors of customers throughout all stages
—“as they become aware of, evaluate, purchase, consume, and tell other people about products
and services” .

- Frederick Webster (2023)

Television Advertising refers to the promotion of products, services, or brands through audio-
visual content broadcasted on television. It is a powerful marketing tool that combines sight,
sound, and motion to deliver persuasive messages to a wide audience. For companies like
Suzuki, TV ads are used to showcase the features, benefits, and emotional appeal of their
vehicles to influence consumer perception and buying behavior.

Consumer Purchase Decision

Consumer purchase decision is the process by which a customer identifies a need, gathers
information, evaluates options, and decides whether or not to buy a product or service. This
process is influenced by various internal and external factors, including advertising. In the
context of this study, it focuses on how television advertisements impact the decision-making
journey of consumers considering Suzuki vehicle
 1.1 INDUSTRY PROFILE

“A Study on Television Advertising and Purchase Decision of Consumers Towards Suzuki at

APP Motors, Puducherry”

1. Overview of the Indian Automobile Dealership Industry

The Indian automobile industry is a vital pillar of the country’s economy and includes not just
manufacturing but also a vast retail dealership network. These dealerships serve as the direct link
between automobile companies and consumers, offering vehicle sales, financing, servicing,
insurance, and after-sales support.

The automobile retail market has become highly competitive and dynamic, especially in the
passenger vehicle segment, where customer preferences are changing rapidly. With the rise of
digital platforms, evolving consumer expectations, and increased competition, dealerships must
now go beyond product delivery—they must provide value-added services, customer
satisfaction, and impactful marketing to attract and retain buyers.

Despite the growth of online and social media platforms, television advertising remains a strong
driver of brand visibility at the retail level. Especially in tier-2 cities and union territories like
Puducherry, local dealerships rely on television to communicate offers, product availability,
festive discounts, and financing schemes to a mass audience

2. The Role of Dealerships in Consumer Purchase Decisions

Automobile dealerships play a critical role in the consumer buying journey. While manufacturers
build the brand, dealers are the face of that brand in each region. They are responsible for
providing product demonstrations, explaining features and pricing, offering test drives, and
facilitating paperwork and loan approvals.
In a competitive market, dealers differentiate themselves through:

Quality of customer service Accessibility and visibility,

Effective local marketing and advertising,Trust and reputation in the community.One of the most
effective ways for a dealership to create visibility and trust is through television advertising,
which has the power to influence mass consumer behavior by combining emotion, visuals, and
message clarity.

3. About APP Motors – Puducherry

APP Motors is a well-established authorized dealer of Suzuki vehicles operating in Puducherry.

Known for its professional approach, customer service, and wide product range, APP Motors
serves a large customer base across the union territory and neighboring regions.

APP Motors offers the full lineup of Suzuki cars, including hatchbacks, sedans, and SUVs,
along with support services such as:

Vehicle financing and insurance,

Vehicle exchange programs,

After-sales service and spare parts,

Roadside assistance.

The dealership has earned a solid reputation locally for transparency, competitive pricing, and
customer satisfaction. It also engages in local marketing efforts, including television advertising
in Tamil and regional channels, which are highly effective in reaching a wider audience.

4. Television Advertising in the Regional Automotive Sector

In a regional market like Puducherry, television remains one of the most trusted and influential
advertising media, particularly for big-ticket items like cars. Dealerships like APP Motors use
TV ads to:

Promote new vehicle launches,

Announce discounts and festive offers,

Build brand recall for Suzuki,

Reach both urban

 1.2 COMPANY PROFILE

Company
Overview & Business Profile

1. General Information

Business Name: APP Motors (Trade name; legally registered under the proprietor
Shunmugam Purushothaman) .

Legal Structure: Sole proprietorship .

GSTIN: 34ABBPP4698K1Z5, registered on 1 July 2017; status—Active (Regular) .

Principal Place of Business:

Address: RS No. 39/2, 100 Feet Road, Opp. RTO Olanthaikeerapalayam, Mudaliarpet,
Puducherry – 605004 .

Operating Location: No. 170, 100-Feet Main Road, Opp. RTO, Mudaliarpet,
Puducherry .
 2. History & StatusYear Established: Active in business since at least 2008 (as per Justdial
listing) .Business Type: Functions as a distributor, supplier, and authorised dealer of Suzuki
two-wheelers .Key Personnel: Manager—Mr. Siva .

3. Products & Services Offerings : Sales of Suzuki motorcycles and scooters; home
delivery available; service and maintenance offerings implied as an authorised dealer
.Additional Services: Delivery services are explicitly offered .

Marketing Context — Television Advertising & Consumer Influence

1. Marketing & Advertising Insights Television ranmadom in advertising medium in
Indian automotive sector. In studies focused on Maruti Suzuki:

68% of respondents identified television as the mo

effective media channel for advertising .

55% of consumers said they were moderately

influenced bypromotional activities; 25% felt
highly influenced .

TV ads are highly regarded for building brand awareness

and enhancing brand image (95% agreed) .

2. Study Relevance to APP Motors

While these findings are drawn from Maruti Suzuki case studies, the marketing

dynamics are analogous for two-wheeler markets

like Suzuki’s, especiallyin regions like Puducherry.

Applying similar frameworks could help understand how

 television advertising impacts consumerdecisions at APP Motors.

3. Relevance to Consumer Purchase Behavior Media exposure

is a known trigger in influencing purchase behave

Though some empirical research (e.g., viamachinel

earningmodels) suggests that mere exposure to TV

advertisements alone may not strongly predict short-term

buying behaviors , traditional surveys still emphasize TV’s

role in driving consumer attention and awareness.

Strategic Application & Recommendations for APP Motors

1. Key Strategic Insights

Enhance Television Presence: Given TV’s high recall

and influence, APP Motors should invest in localized television
ad campaigns that highlight Suzuki’s two-wheeler liupfinancing
offers, and showroom amenities.

Emphasize Promotional Quality: Ensure ads emphassi

customer-oriented benefits—affordability, service after
purchase, and the strength of Suzuki’s brand—aligning
with factors that influence buying decisions (e.g., price,
after-sales service, brand image) as seen in similar studies .

Combine Media Channels: While TV is powerful, its

effect is amplified when combined with demographic target
and other media (e.g., digital/social)—to address limitations noted in
predictive impact studies .Customer Engagement & Feedback Loop: After
the campaign, conduct local surveys or focus groups among Puducherry
consumers to assessrecall, purchase intent, and actual behavior.

2. Structural Layout Introduction: Relevance of marketing efforts

and rationale for focusing on TV. Recommendations: Bullet
points summarizing campaigns, messaging, multimedia synergy,
and feedback mechanisms.

Expected Outcomes:

Increased showroom visits and test rides.

Higher brand recall and purchase consideration.

Data-driven refinement of subsequent campaigns

1.3NEED FOR THE STUDY

1.Television advertising plays a crucial role in shaping consumer perceptions and

purchase decisions, especially in the competitive two-wheeler market.

2.Understanding how such advertising influences buyers at APP Motors, Puducherry,

helps assess its effectiveness.

3.This study aims to bridge the gap between media investment and actual consumer

behavior toward Suzuki products.

1.4OBJECTIVES OF THE STUDY

1.To analyze the impact of television advertising on the purchase decisions of

consumers towards Suzuki two-wheelers at APP Motors, Puducherry.

2.To identify the extent to which TV advertisements influence consumer preferences

and brand perception.

1.5 HYPOTHESIS OF THE STUDY

(Null Hypothesis): Television advertising has no significant influence on

thepurchasdecisions of consumers towardsSuzuki two-wheelers at APP Motors, Puducherry.
(Alternative Hypothesis): Television advertising has a significant influence on the purchase
decisions of consumers towards Suzuki two-wheelers at APP Motors, Puducherry
1.6 LIMITATION OF THE STUDY

1. The study is limited to consumers of Suzuki two-wheelers at APP Motors, Puducherry, and
may not reflect broader market trends.

2. Responses are based on self-reported data, which may be subject to personal bias or memory
recall issues.

3. The influence of other advertising channels (e.g., digital, print, word-of-mouth) is not deeply
explored in this study.

4. Time and resource constraints may limit the sample size and depth of analysis.
 CHAPTER II
REVIEW OF LITERATURE

R. Khader Mohideen & P. Saravanan (2016)They examined how television advertisements

influence the purchase of consumerDurable goods in Tiruchirappalli. Their findings showed that
ad frequency, message clarity, and product demonstration play a vital role in shaping consumer
buying decisions.

N. Senthilkumar & S. Venkatesh (2017)This study highlighted how humorous television

advertisements affect consumer behavior. They argued that humor in ads enhances attention,
recall, and ultimately improves purchase intention.

V. K. Bishnoi & R. Sharma (2009)They compared the influence of television advertisements on

urban and rural teenagers. Their research proved that rural youth are more impressionable, while
urban teenagers are selective in brand choices.

D. Srinivasa (2008)He explored whether advertisements match consumer preferences and

expectations. His work emphasized that only ads aligned with consumer needs lead to positive
purchase outcomes.

Elisa Claire Alemán Carreón et al. (2019)This team applied machine learning to measure the mere
exposure effect of TV commercials on purchase decisions. Their study showed repeated exposure
builds familiarity and trust, driving consumer purchases.
 Alessandro Acquisti & Sarah Spiekermann (2020)They analyzed the impact of interruptive
advertisements on consumer willingness to pay. Their findings suggested that while interruptions
may annoy, they also capture strong attention and influence choices.

İbrahim Halil Efendioğlu et al. (2022)This study focused on mobile phone purchase decisions
among Generation Y. They revealed that brand image and advertisement appeal significantly
drive purchase choices.

Rex Yuxing Du et al. (2018)Their research measured advertising’s impact on consumer brand
attitudes across 575 brands. They concluded that consistent advertising builds long-term brand
loyalty and purchase intention.

Cornelia Pechmann & David W. Stewart (1990)They examined comparative advertising and
found it improves consumer memory, attention, and purchase intent when brand differentiation is
clear.

Cornelia Pechmann & S. Ratneshwar (1991)Their work studied comparative positioning in

advertisements. They argued that comparative ads help brands gain competitive advantage in
crowded markets.

Andrew Ehrenberg (1959)He developed consumer purchase pattern models, suggesting that
buyers follow predictable repeat-purchase behavior. His theories laid the foundation for
understanding brand loyalty.
 Goodhardt, Ehrenberg & Chatfield (1984)They introduced the Dirichlet model of consumer
behaviorIt showed that purchase frequency and brand choice follow consistent mathematical
patterns.

Ehrenberg et al. (2002)Their work explained advertising as “creative publicity” rather than just
persuasion. They argued that ads reinforce brand memory instead of radically changing choices.

Brown & Stayman (1992)They conducted a meta-analysis on attitude toward advertising. Their
results proved that positive attitudes toward ads directly influence product purchase behavior.

MacKenzie, Lutz & Belch (1986)They proposed that consumer attitudes toward ads act as
mediators of advertising effectiveness. Their framework connected ad appeal, brand belief, and
purchase decisions.

Lutz, MacKenzie & Belch (1983)This earlier work identified determinants of attitude toward ads.
They concluded that credibility, informativeness, and entertainment value shape consumer
purchase behavior.

Shimp (1981)He argued that consumer attitude toward advertisements significantly influences brand
choice. His research supported the idea that advertising is a mediator of purchase intention.

. Mitchell & Olson (1981)They questioned whether product attributes alone drive consumer
attitudes. Their research suggested that advertisement design and emotions also affect purchase
decisions.
Holbrook (1978)Holbrook studied the informational determinants of consumer attitude. He
emphasized that rational content in advertising influences consumer trust and decisions.

Gorn (1982)He studied how background music in advertisements affects consumer choices. His
findings proved classical conditioning techniques can make ads persuasive.

Alain D’Astous & Pierre Bitz (1995)They investigated consumer evaluation of sponsorship
advertising. They concluded that sponsored messages enhance brand image and indirectly
influence purchase.

Colin McDonald (1991)McDonald focused on sponsorship and brand image. His research showed
how sponsorship ads on TV enhance credibility and buying behavior.

Ken Parker (1991)Parker studied the role of sponsorship in advertising. He revealed that
sponsorship increases consumer trust and strengthens brand association in purchase decisions.

Pola B. Gupta & Kenneth R. Lord (1998)They examined product placement in movies and TV.
Their results showed that prominent product placements significantly improve recall and
consumer purchase intent.

Marijolein Moorman et al. (2012)They analyzed program-involvement effects on advertising. Their

research found that audiences deeply involved in TV programs pay more attention to embedded
ads.
Gilles Laurent & Jean-Noël Kapferer (1985)They developed consumer involvement profiles.
Their work suggested that high-involvement consumers respond more strongly to
persuasive advertising.

Erin J. Strahan et al. (2002)They studied subliminal priming in advertising. Their findings proved
that subconscious ad exposure can influence consumer choices when relevance is high.

Judith Lynne Zaichkowsky (1986) Zaichkowsky conceptualized consumer involvement in

advertising. She argued that involvement level determines whether ads affect purchase behavior
or not.

.Meryl Paula Gardner et al. (1985)They explained how low-involvement consumers process
advertisements. Their study showed repetition and simplicity are more effective for such
audiences.

. Ernest Dichter (1960s)Known as the father of motivational research, Dichter showed that
advertising influences consumers emotionally and psychologically. He highlighted how symbolic
appeals affect product purchases.
 CHAPTER –III

RESEARCH METHODOLOGY

3.1 RESEARCH MEANING Research is a process of systematic inquiry that entails collection of
data; documentation of critical information analysis and interpretation of that data/information, in
accordance with suitable methodologies set by specific professional fields and academic
disciplines. It outlines the overarching approach and rationale for the chosen research process.
This framework encompasses the specific methods and procedures used for data collection. It
also includes the techniques for data analysis and interpretation. Methodology justifies why
particular methods were selected over alternatives. It ensures the research is structured,
replicable, and scientifically valid. Ultimately, it serves as the blueprint for how the research
problem is investigated. It connects the research question to the actionable steps of the study.

3.2 RESEARCH DESIGN Descriptive Research technique is adopted to undergo the study.
Descriptive research includes a survey and fact-finding enquiries of different kinds. The major
purpose of this research is description of the situation as it exists at present.
Research design is the master plan that specifies the methods for collecting and analyzing
information. It is a logical blueprint that guides the researcher in addressing the research
problem.
This framework decides what, where, when, how, and with whom the study will be conducted. It
provides structure and direction to the research, ensuring the evidence obtained enableseffective
investigation. The design aims to minimize bias and maximize the reliability and validity of the
data. Common types include exploratory, descriptive, and causal (experimental) research designs.
The choice of design is influenced by the research questions and the current state of knowledge.
It is the foundation upon which the entire research project is built and executed.
3.3 TYPE OF RESEARCH DESCRIPTIVE RESEARCH.

Descriptive research is a research method that aims to provide a clear and accurate picture of a
situation, phenomenon, or population without analyzing cause-and-effect relationships. It focuses
on answering the questions of “what,” “where,” “when,” and “how” rather than “why.” This type
of research is commonly conducted through surveys, observations, case studies, and quantitative
data collection. Its main purpose is to describe existing conditions, behaviors, or characteristics
in a systematic and factual manner. Descriptive research is widely used in fields such as social
sciences, education, marketing, and business studies. It helps researchers identify patterns,
trends, and frequencies related to the subject under investigation. The data obtained may be
either quantitative or qualitative depending on the research design. Ultimately, descriptive
research serves as a foundation for further exploratory or causal research.

3.4 SOURCES OF DATA

Sources of data in research are broadly classified into primary and secondary sources. Primary
data refers to information collected directly from respondents or subjects through surveys,
interviews, observations, or experiments for the first time. Secondary data, on the other hand,
includes information that has already been collected and published, such as books, journals,
government reports, company records, and online databases. Primary data is more accurate and
specific but often time-consuming and costly to collect, while secondary data is economical and
easily accessible. Both sources are important, as primary data provides firsthand insights,
whereas secondary data offers background knowledge and comparative analysis. A combination
of both helps researchers achieve reliable and comprehensive results.

3.5 SERQUAL QUESTIONNARIE

The SERVQUAL questionnaire is a widely used tool to measure service quality by comparing
customer expectations with their perceptions of actual service received. It is based on five key
dimensions: tangibles, reliability, responsiveness, assurance, and empathy. The questionnaire
typically contains paired statements, where customers rate their expectations and perceptions on
a Likert scale, often ranging from 1 (strongly disagree) to 5 (strongly agree). This gap analysis
helps organizations identify areas where service delivery falls short of customer expectations.
SERVQUAL is applied across industries like banking, healthcare, retail, education, and
hospitality to assess customer satisfaction. Overall, it provides valuable insights for improving
service quality and enhancing customer loyalty.

3.6 DATA COLLECTION

PRIMARY DATA: Primary data refers to information collected directly by the researcher from
original sources for a specific study or purpose. It is first-hand data gathered through methods
such as surveys, interviews, observations, focus groups, or experiments. Since it is collected
directly from respondents, primary data is highly reliable, specific, and relevant to the research
objectives. However, the process of collecting it can be time-consuming, expensive, and requires
careful planning. This type of data is especially useful when fresh insights are needed, or existing
information is insufficient. Overall, primary data plays a crucial role in providing accurate and
up-to-date findings for decision-making.

SECONDARY DATA: Secondary data refers to information that has already been collected,
processed, and published by other researchers, organizations, or institutions. It is obtained from
sources such as books, journals, newspapers, government reports, company records, and online
databases. Unlike primary data, it saves time, cost, and effort since the information is readily
available. However, it may sometimes be outdated, less specific, or not fully aligned with the
research objectives. Secondary data is mainly used for background research, literature reviews,
and comparative analysis. Overall, it complements primary data by providing a broader context
and supporting evidence for research studies.
 RESEARCH INSTRUMENT A Research Instrument is a tool used to collect, measure, and
analyse data related to your research interests.

The structured questionnaire was used to collect the data from the employees of APP MOTORS
LTD

Quality Private Limited.

A questionnaire is a research instrument consisting of a series of questions and other prompts for
the purpose of gathering information from respondents.

3.7 SAMPLING PLAN

SAMPLE SIZE Sample size refers to the number of participants or observations included in a
study. Totally, 80 samples are collected for this study.

SAMPLING METHOD

Census Enquiry is a method of data collection in which information is gathered from every
member of the entire population under study, rather than from a selected sample. In this
method, no sampling is done because the data is collected from all units, ensuring complete
coverage and eliminating sampling error.

In the present study, a census enquiry is conducted by collecting responses from all 80 blue
collar workers in the organization, making the results more accurate and representative of the
whole population

3.7 STATISTICAL TOOLS For the analysis of data and its interpretations, various statistical
tools were used.

I. PERCENTAGE ANALYSIS METHOD

It refers to special kind of ratio. It is used to make comparisons between two or more series of
data. Percentages are used to describe relationships.

Formula for Percentage analysis

 No of Respondent X 100
PERCENTAGE OF RESPONDENT =
Total no of respondent

Percentage analysis has been used to analyse the diversity and

Inclusion initiatias at APP MOTORS LTD.

II. CORRELATION Correlation is a statistical technique used to measure and describe the
strength and direction of the relationship between two variables. It helps determine whether, and
how strongly, pairs of variables are related. Purpose of Correlation Analysis: Correlation analysis
is widely used in research to: 1. Identify patterns and relationships between variables. 2. Predict
one variable based on the behaviour of another. 3. Support hypothesis testing in quantitative
studies. 4. Assist in decision-making based on data trends.

Types of Correlation:

1. Positive Correlation A positive correlation means that two variables tend to increase or
decrease together; when one goes up, the other tends to go up as well, and vice versa. This
relationship is represented by a correlation coefficient between 0 and +1.

2. Negative Correlation A negative correlation, also known as an inverse correlation, exists

between two variables when one variable increases as the other decreases, and vice versa. This
means that the variables move in opposite directions. A strong negative correlation is indicated
by a value close to -1 in statistical analysis.

3. Zero Correlation Zero correlation means there is no linear relationship between two variables.
In simpler terms, changes in one variable don't predict or affect changes in the other variable.
While it indicates no linear association, it doesn't necessarily mean there is no relationship at all,
as other types of relationships (like curved relationships) could still exist.

Correlation Coefficient (r): • The strength and direction of a correlation are measured by the
correlation coefficient, typically denoted by r. • The value of r ranges between -1 and +1: o +1:
Perfect positive correlation o 0: No correlation o −1: Perfect negative correlation
n: is the number of data points,

ΣXY: is the sum of the products of each pair of X and Y values, ΣX: is the sum of all X values,

ΣY: is the sum of all Y values,

ΣX²: is the sum of the squares of all X values,

ΣY²: is the sum of the squares of all Y values

 CHAPTER - IV

4.1 DATA ANALYSIS AND INTERPRETATION

4..1 TABLE REPRESENTING ADS RELATED TO PRODUCTS I LATER

Consider buying.

OPINION RESPONDENT PERCENTAGE

STRONGLY DISAGREE 41 42.26804124
DIAGREE 17 17.5257732
NEUTRAL 13 13.40206186
AGREE 22 22.68041237
STRONGLY AGREE 4 4.12371134
TOTAL 97 100

4..1 TABLE REPRESENTING ADS RELATED TO PRODUCTS I LATER

45
40
35
30
25
20
15
10
5
0
STRONGLY DISAGREE DIAGREE NEUTRAL AGREE STRONGLY AGREE

INTERPRETATION:The chart for Q1 reveals that the largest proportion of respondents,

around 40%, “Strongly Disagree” with the statement. “Agree” and “Disagree” options have
moderate representation, each capturing close to one-fifth of responses. A smaller group remains
“Neutral,” while only a minimal number “Strongly Agree.” This indicates that overall sentiment
leans heavily towards disagreement wi
 4..2 TABLE REPRESENTING SPECIFIC BRANDS WHILE SHOPPING

OPINION RESPONDENT PERCENTAGE

STRONGLY DISAGREE 27 27.83505155
DIAGREE 21 21.64948454
NEUTRAL 12 12.37113402
AGREE 24 24.74226804
STRONGLY AGREE 13 13.40206186
TOTAL 97 100

4.2. CHART REPRESENTING SPECIFIC BRANDS WHILE SHOPPING

30

25

20

15

10

0
STRONGLY DIAGREE NEUTRAL AGREE STRONGLY
DISAGREE AGREE

INTERPRETATION

The chart for Q2 shows that “Strongly Disagree” and “Agree” responses are almost equally high,
each capturing over a quarter of the total responses. “Disagree” also holds a significant share,
indicating a notable level of opposition. A smaller portion of respondents remain “Neutral,”
while the least proportion selected “Strongly Agree.” Overall, opinions are divided, with slightly
more leaning towards disagreement.
4.3 TABLE REPRESENTING MOST TV ADS

OPINION RESPONDENT PERCENTAGE

STRONGLY DISAGREE 22 22.68041237
DIAGREE 16 16.49484536
NEUTRAL 8 8.24742268
AGREE 31 31.95876289
STRONGLY AGREE 20 20.6185567
TOTAL 97 100

4..3. CHART REPRESENTING MOST THAT SPECIFIC BRAND

35

30

25

20

15

10

0
STRONGLY DIAGREE NEUTRAL AGREE STRONGLY AGREE
DISAGREE

INTERPRETATION

The chart for Q3 shows that the highest proportion of respondents selected “Agree,” making up
over 30% of the responses. “Strongly Disagree” and “Strongly Agree” follow closely, indicating
a mix of strong opinions on both ends. “Disagree” has a moderate share, while “Neutral”
responses are the least represented. Overall, the data reflects a positive leaning towards
agreement, with notable opposing views.
4.4 TABLE REPRESENTING EMOTIONAL STORIES

PERCENTA
RESPONDENT OPINION GE
27.835051
STRONGLY DISAGREE 27 55
21.649484
DIAGREE 21 54
9.2783505
NEUTRAL 9 15
22.680412
AGREE 22 37
18.556701
STRONGLY AGREE 18 03
TOTAL 97 100

4..4. CHART REPRESENTING EMOTIONAL STORIES

30

25

20

15

10

0
STRONGLY DIAGREE NEUTRAL AGREE STRONGLY AGREE
DISAGREE

INTERPRETATION
The chart for Q4 indicates that “Strongly Disagree” has the highest share, with over a quarter of
the responses. “Agree,” “Disagree,” and “Strongly Agree” follow closely, showing a relatively
balanced distribution among these categories. “Neutral” responses are the least represented,
indicating that most respondents have a clear opinion. Overall, the sentiment leans slightly
towards disagreement but with strong representation of agreement as well.

4.5 TABLE REPRESENTING PRODUCT FEATURES AND BENEFITS

RESPONDENT OPINION PERCENTAGE

STRONGLY DISAGREE 24 24.74226804
DIAGREE 26 26.80412371
NEUTRAL 8 8.24742268
AGREE 22 22.68041237
STRONGLY AGREE 17 17.5257732
TOTAL 97 100

4.5. CHART REPRESENTING PRODUCT FEATURES AND BENEFITS

30

25

20

15

10

0
STRONGLY DISAGREE DIAGREE NEUTRAL AGREE STRONGLY AGREE

INTERPRETATION
The chart for Q5 shows that “Disagree” holds the highest share, slightly surpassing “Strongly
Disagree,” indicating a notable level of opposition. “Agree” responses are also significant,
followed by “Strongly Agree,” suggesting that a considerable portion supports the statement.
“Neutral” responses are minimal, showing that most participants have a definite opinion.
Overall, sentiment leans more towards disagreement, but with substantial agreement present

4.6 TABLE REPRESENTING VISUALS AND SOUND

RESPONDENT OPINION PERCENTAGE

STRONGLY AGREE 21 21.64948454
DIAGREE 17 17.5257732
NEUTRAL 4 4.12371134
AGREE 33 34.02061856
STRONGLY AGREE 22 22.68041237
TOTAL 97 100

4.6 CHART REPRESENTING VISUALS AND SOUND

35

30

25

20

15

10

0
STRONGLY AGREE DIAGREE NEUTRAL AGREE STRONGLY AGREE

INTERPRETATION
 "Q 6," with response options ranging from "STRONGLY AGREE" to "STRONGLY
DISAGREE." The selected responses show a tendency toward agreement, with two
"STRONGLY AGREE" selections, one "AGREE" (likely a typo for "AGREE"), and one
"NEUTRAL." This suggests that respondents generally favor the statement or question posed in
Q 11, with a strong positive bias. The absence of "DISAGREE" or "STRONGLY DISAGREE"
responses further reinforces the consensus toward agreement. The results indicate a high level of
approval or alignment with the topic addressed in the question.

4.7 TABLE REPRESENTING PRODUCT

RESPONDENT OPINION PERCENTAGE

STRONGLY AGREE 23 23.71134021
DIAGREE 20 20.6185567
NEUTRAL 12 12.37113402
AGREE 19 19.58762887
STRONGLY AGREE 23 23.71134021
TOTAL 97 100

4.7.TABLE REPRESENTING PRODUCT

25

20

15

10

0
STRONGLY DIAGREE NEUTRAL AGREE STRONGLY
AGREE AGREE

INTERPRETATION
"Q 7," with responses ranging from "STRONGLY AGREE" to "DIAGREE" (likely a typo for
"DISAGREE"). The data suggests a predominantly positive response, with two "STRONGLY
AGREE," one "AGREE," and one "NEUTRAL," while only one respondent selected
"DIAGREE." The numbers (25, 20, 15, 10, 5, 0) may represent response frequencies or a scale,
but without clear labeling, their exact meaning is uncertain. Overall, the results indicate strong
agreement with the statement in Q 12, with minimal disagreement. The skew toward positive
responses suggests broad approval or alignment with the question's topic.

4.8 TABLE REPRESENTING TRUST WORTHY

RESPONDENT OPINION PERCENTAGE

STRONGLY AGREE 23 23.71134021
DIAGREE 21 21.64948454
NEUTRAL 13 13.40206186
AGREE 27 27.83505155
STRONGLY AGREE 13 13.40206186
TOTAL 97 100

4.8 CHART REPRESENTING TRUST WORTHY

30

25

20

15

10

0
STRONGLY DIAGREE NEUTRAL AGREE STRONGLY
AGREE AGREE
INTERPRETATION

Q8 , using a Likert scale with responses from "STRONGLY AGREE" to "

DIAGREE"(likely a typo for "DISAGREE"). The numerical values (30, 25, 20, 15, 10, 5, 0)
likely represent response counts, showing a strong skew toward agreement—with the highest
values at the top (e.g., 30 for "STRONGLY AGREE"). Only a small portion of respondents
selected "DIAGREE" or "NEUTRAL," suggesting overwhelming approval of the statement in Q
13. The results indicate a clear consensus in favor of the topic, with minimal dissent or
neutrality.

4.9 TABLE REPRESENTING RELEVANT TO NEEDS

RESPONDENT OPINION PERCENTAGE

STRONGLY AGREE 22 22.68041237
DIAGREE 20 20.6185567
NEUTRAL 8 8.24742268
AGREE 19 19.58762887
STRONGLY AGREE 28 28.86597938
TOTAL 97 100

4.9 CHART REPRESENTING RELEVANT TO NEEDS

30

25

20

15

10

0
STRONGLY AGREE DIAGREE NEUTRAL AGREE STRONGLY AGREE
INTERPRETATION

Q 9 follow a Likert scale format, with responses ranging from "STRONGLY AGREE" to
"DIAGREE"(likely a typo for "DISAGREE"). The numerical values (30, 25, 20, 15, 10, 5, 0)
appear to represent response frequencies, showing a dominant trend toward agreement. The
highest value (30) aligns with "STRONGLY AGREE," indicating strong endorsement, while
progressively lower numbers suggest fewer neutral or disagreeing responses. This pattern reveals
overwhelming support for the statement in Q 14, with minimal opposition. The results
underscore a clear consensus among respondents in favor of the topic addressed.

4.10 TABLE REPRESENTING DECISION

RESPONDENT OPINION PERCENTAGE

STRONGLY AGREE 29 29.89690722
DIAGREE 20 20.6185567
NEUTRAL 12 12.37113402
AGREE 13 13.40206186
STRONGLY AGREE 23 23.71134021
TOTAL 97 100

4.10 CHART REPRESENTING DECISION

35

30

25

20

15

10

0
STRONGLY AGREE DIAGREE NEUTRAL AGREE STRONGLY AGREE

INTERPRETATION
Q 10with a Likert scale ranging from "STRONGLY AGREE" to "DIAGREE"(likely intended to
be "DISAGREE"), including "NEUTRAL"and "AGREE" options. Unlike previous examples,
this version lacks numerical response data, showing only the scale structure. Without specific
response counts or percentages, we can only confirm that Q 16 measures agreement levels but
cannot determine participant preferences. For meaningful interpretation, the actual distribution of
responses across these categories would be needed. The scale itself is standard for attitude
measurement, but the absence of data limits actionable insights. This format suggests the
question is part of a larger survey where other items may include response metrics.

4.11 TABLE REPRESENTING TV ADS

RESPONDENT OPINION PERCENTAGE

STRONGLY AGREE 29 29.89690722
DIAGREE 24 24.74226804
NEUTRAL 7 7.216494845
AGREE 23 23.71134021
STRONGLY AGREE 14 14.43298969
TOTAL 97 100

4..11 CHART REPRESENTING TV ADS

 35

30

25

20

15

10

0
STRONGLY AGREE DIAGREE NEUTRAL AGREE STRONGLY AGREE

INTERPRETATION

The chart for Q11 shows that most respondents strongly agree with the statement, followed by a
considerable number who disagree and agree, indicating mixed opinions. Very few participants
remained neutral, suggesting that most had a clear stance. Overall, the results highlight a stronger
inclination toward agreement, though a notable proportion also expressed disagreement.

4.12 TABLE REPRESENTING INTEREST IN ADS

RESPONDENT OPINION PERCENTAGE

STRONGLY AGREE 32 32.98969072
DIAGREE 19 19.58762887
NEUTRAL 11 11.34020619
AGREE 19 19.58762887
STRONGLY AGREE 16 16.49484536
TOTAL 97 100

4.12 CHARTS REPRESENTING INTEREST IN ADS

 35

30

25

20

15

10

0
STRONGLY AGREE DIAGREE NEUTRAL AGREE STRONGLY AGREE

INTERPRETATION

The chart for Q12 indicates that the majority of respondents strongly agree, showing a clear
positive inclination toward the statement. A moderate number of participants fall under agree and
disagree, while neutral responses remain comparatively low. Overall, the findings reflect a
dominant positive perception with some mixed opinions.
PURCHASE DECISION

4.13 TABLE REPRESENTING ENTERNAING ADS

RESPONDENT OPINION PERCENTAGE

STRONGLY AGREE 24 24.74226804
DIAGREE 24 24.74226804
NEUTRAL 10 10.30927835
AGREE 28 28.86597938
STRONGLY AGREE 11 11.34020619
TOTAL 97 100

4.13 CHART REPRESENTING ENTERNAING ADS

30

25

20

15

10

0
STRONGLY AGREE DIAGREE NEUTRAL AGREE STRONGLY AGREE

INTERPRETATION

Q 13show a Likert scale distribution with responses from "STRONGLY AGREE" to

"DIAGREE" (likely meaning "DISAGREE"). The numerical values (30, 25, 20, 15, 10, 5, 0)
likely represent response counts, indicating a strong positive bias. The highest value (30)
corresponds to the most favorable response ("STRONGLY AGREE"), while progressively lower
numbers suggest fewer neutral or disagreeing opinions. This overwhelming skew toward
agreement demonstrates clear consensus among respondents, with minimal dissent. The results
suggest broad approval or alignment with the statement in Q 15.
4.14. TABLE REPRESENTING COMPARE PRODUCTS

RESPONDENT OPINION PERCENTAGE

STRONGLY AGREE 26 26.80412371
DIAGREE 21 21.64948454
NEUTRAL 4 4.12371134
AGREE 25 25.77319588
STRONGLY AGREE 21 21.64948454
TOTAL 97 100

4.14. CHARTS REPRESENTING COMPARE PRODUCTS

30

25

20

15

10

0
STRONGLY AGREE DIAGREE NEUTRAL AGREE STRONGLY AGREE

INTERPRETATION

The results for Q 14 reveal a strongly positive response pattern, with the highest bar (30)
corresponding to "STRONGLY AGREE", indicating this was the most selected option. The
descending values (25, 20, 15, etc.) suggest progressively fewer respondents chose "AGREE",
"NEUTRAL", or "DIAGREE" (likely a typo for "DISAGREE"). The complete absence of the
lowest value (0) at the "DIAGREE"level implies no strong opposition to the statement
BASIC QUESTION

4.15. TABLE REPRESENTING GENDER OF THE RESPONDENTS

PERCENTAG
S.N O GENDER RESPONDENTS E
68.0412371
1 MALE 66 1
31.9587628
2 FEMALE 31 9
TOTAL 97 100

GENDER
70 66

60

50

40
30
30

20

10

0
MALE FEMALE

INTERPRETATION

The chart shows that the sample consists predominantly of males (66) compared to females
(31).Males represent more than twice the number of females, indicating a gender imbalance in
the data.This suggests that male perspectives may be more represented in the study findings.
4.16. TABLE REPRESENTING AGE OF THE RESPONDENTS

PERCENTAG
S.NO AGE RESPONDENT E
21.6494845
1 Below 25 21 4
12.3711340
2 26-30 12 2
11.3402061
3 31-35 11 9
4 36-40 37 38.1443299
16.4948453
5 Above 40 16 6
TOTAL 97 100

4.16. CHART REPRESENTING AGE OF THE RESPONDENTS

AGE
40
35
30
25
20
15
10
5
0
Below 25 26-30 31-35 36-40 Above 40
1 2 3 4 5
INTERPRETATION :

The age distribution chart shows that the highest number of respondents fall in the 36–40 age
group, accounting for around 37% of the sample. The second largest group is those below 25
years, representing about 21%. Respondents aged 26–30 and 31–35 have lower representation,
each forming around 11–12% of the total. Those above 40 years make up roughly 15%,
indicating moderate participation from older individuals.

4.17. TABLE REPRESENTING MONTHLY SALARY OF THE RESPONDENTS

PERCENTAG
S.NO MONTHLY SALARY RESPONDENT E
14.4329896
1 BELOW 15,000 14 9
18.5567010
2 15,000 -25,000 18 3
15.4639175
3 25,000 -35,000 15 3
45.3608247
4 35,000 -45,000 44 4
5 45,000 6 6.18556701
97 100

4.17 CHART REPRESENTING QUALIFICATION OF THE RESPONDENTS

 MONTHLY SALARY
50000
40000
30000
20000
10000
0
1 2 3 4 5

S.NO MONTHLY SALARY RESPONDENT

INTERPRETATION :

The monthly salary chart indicates that the highest salary category, around ₹45,000, is
prominently represented in the data. Lower salary categories are either absent or have negligible
representation, as shown by the flat values in other ranges. This suggests that the sample is
largely skewed towards higher earners. Such a distribution may indicate the survey targeted or
attracted respondents from higher income brackets.
4.18 TABLE REPRESENTING FREQUENCY OF VISIT

INCLUDED AND VALUED.

FREQUENCY OF VISIT RESPONDENT PERCENTAGE

FIRST TIME 9 9.278350515
SECOND TIME 23 23.71134021
THIRD TIME 33 34.02061856
FOURTH TIME 23 23.71134021
FIFTH TIME 9 9.278350515
TOTAL 97 100

4.18 .CHART REPRESENTING THAT FREQUENCY OF VISIT

35

30

25

20

15

10

0
FIRST TIME SECOND TIME THIRD TIME FOURTH TIME FIFTH TIME

Interpretation:
The chart for Q18 shows that the highest number of respondents selected the “Third Time” option,
accounting for about one-third of the total responses. Both “Second Time” and “Fourth Time” options
have moderate representation, with nearly equal counts. The “First Time” and “Fifth Time” options are
the least chosen, indicating lower participation in these categories. This suggests that most respondents
fall in the mid-range experience or occurrence level for this question.
 CHAPTER -1V

DATA ANALYSIS AND INRERPRETATION

4.1 CORRELATION

Correlations

Advertiseme Purchase_D
nt ec

Advertiseme Pearson
1 .511**
nt Correlation

Sig. (2-tailed) .000

N 96 96

Purchase_D Pearson
.511** 1
ec Correlation

Sig. (2-tailed) .000

N 96 96

**. Correlation is significant at the 0.01 level (2-tailed).

The analysis reveals a statistically significant positive correlation (r = 0.511, p < 0.01) between
advertisement exposure and purchase decisions, indicating that increased advertising is
associated with higher consumer purchases. With a sample size of 96, the results are reliable,
suggesting that advertising efforts effectively influence buying behavior. The strong relationship
(significant at the 0.01 level) highlights the importance of marketing strategies in driving sales.
However, since the correlation is moderate, other factors may also play a role in purchase
decisions. Businesses should consider optimizing their ad campaigns to maximize impact.
Further research could explore additional variables affecting consumer behavior.
5.1 FINDING OF THE STUDY

1.CorrelationBetweenAdvertisingandPurchasenDecisions
The study revealed a positive correlation (r = 0.511) between television advertising and
consumer purchase decisions. This means that as the effectiveness of advertisements increases,
the likelihood of consumers making a purchase also increases. The significance level (p = 0.000)
proves that the relationship is statistically meaningful. Hence, advertisements are a strong factor
influencing buying behavior.

2.CreationofBrandAwareness
Television advertisements played a vital role in creating awareness about Suzuki vehicles. Many
consumers reported that they first came to know about Suzuki’s latest models and offers through
TV ads. This shows that advertising acts as the first stage in the consumer decision-making
process. Awareness built through ads also enhanced recall value for the brand.

3. Influence of Visual Appeal

The use of bright visuals, attractive jingles, and engaging storylines in advertisements was found
to capture consumer attention. Respondents stated that ads with strong visuals helped them
remember key product features. A visually appealing ad creates emotional connections with
customers. As a result, consumers are more likely to prefer the brand.

4. Role of Product Information

Advertisements that provided detailed information about mileage, safety, price, and after-sales
service were more effective. Consumers valued ads that balanced creativity with useful content.
This helped buyers compare Suzuki vehicles with competitors. Informative ads created a sense of
trust and reduced doubts before purchase.

5. Impact on Purchase Intention

Television advertising significantly motivated customers to take purchase-related actions. Many
respondents said they visited showrooms, asked about financing schemes, or booked test drives
after watching ads. Special festival promotions and offers displayed in TV ads acted as strong
motivators. Thus, ads converted awareness into real buying interest.

6. Demographic Influence – Age

The impact of television ads varied across different age groups. Younger consumers (21–35
years) preferred creative, entertaining ads with music or celebrities. Older groups (36–50 years)
valued simple, informative advertisements that emphasized performance and durability. This
shows the need for age-based advertising strategies.

7. Demographic Influence – Gender

Gender differences were also observed in responses to television advertising. Male consumers
focused more on technical details like engine power, mileage, and performance. Female
consumers valued safety features, design, and comfort aspects in ads. Customized ad content can
therefore address these differences effectively.

8. Role of Credibility and Trust

Consumers perceived television advertisements as more credible compared to online promotions.
Since TV ads are widely broadcast and associated with reputed brands, they are seen as
trustworthy. This trust influenced positive consumer attitudes toward Suzuki. Credibility is
therefore a key factor in successful advertising.

9. Comparison with Other Media

While television advertising was the most influential, consumers also relied on other information
sources. Word-of-mouth, showroom visits, and online reviews played supportive roles in the
decision-making process. TV ads created awareness, but personal experiences finalized
purchases. Thus, integrated marketing communication is important.

10. Emotional Appeal in Advertising

Advertisements that used emotional elements, such as family themes, safety, and pride of
ownership, were more impactful. Respondents connected better with ads that told stories
reflecting their own values. Emotional appeal made the advertisements more memorable and
relatable. This resulted in a stronger buying intention.
11. Effect of Celebrity Endorsements
Celebrity endorsements in television ads increased consumer attention and brand recognition.
Many respondents agreed that familiar personalities created trust and confidence in the product.
However, some viewers felt that celebrities sometimes overshadowed the product details. Hence,
endorsements should balance fame with brand identity.

12. Influence of Offers and Promotions

Limited-time offers and festival discounts shown in TV ads strongly affected consumer behavior.
Respondents mentioned that such ads created a sense of urgency to make quick decisions.
Promotions also highlighted affordability, making Suzuki vehicles attractive for middle-class
families. Advertising deals thus boosted sales potential.

13. Repetition of Advertisements

Repetition of ads was found to increase brand recall but also led to irritation among some
viewers. While frequent ads kept Suzuki in consumer memory, overexposure made the message
less effective. A balance between frequency and creativity is essential. Repetition works best
when supported by fresh ideas.

14. Consumer Trust in Brand Image

Television advertisements reinforced Suzuki’s reputation as a reliable and established
automobile brand. Respondents expressed higher confidence in Suzuki due to consistent ad
campaigns. Ads that aligned with Suzuki’s image of affordability and durability were most
effective. Thus, brand trust was strengthened through advertising.

15. Limitations in Advertising Impact

Although effective, some consumers felt ads exaggerated features or created unrealistic
expectations. A few respondents were disappointed when actual product performance did not
fully match ads. This highlights the need for truthful advertising.

16. Role of Advertisement Frequency

Consumers reported that the frequency of Suzuki advertisements on television reminded them of
the brand. Regular exposure kept the brand at the top of their mind while considering automobile
purchases. However, they also felt too much frequency sometimes created irritation. Thus,
optimum frequency plays a crucial role.

17. Influence on First-Time Buyers

Television ads were particularly effective among first-time vehicle buyers. Such customers relied
heavily on ads to understand product features, financing options, and brand reputation. Since
they lacked prior purchase experience, advertising shaped their choices strongly. This shows TV
ads are key to attracting new buyers.

18. Awareness of After-Sales Services

Many consumers mentioned that advertisements highlighting service centers, maintenance
benefits, and warranty terms increased their confidence in Suzuki. Such ads made customers
believe that they would get continued support after purchase. After-sales promotion in ads
directly improved buying decisions. Service assurance built strong trust.

19. Preference for Localized Ads

Respondents preferred advertisements that reflected local culture, language, or festivals. Ads
tailored to regional values created stronger connections with consumers at APP Motors,
Puducherry. Localization helped Suzuki appear closer to customers’ lifestyles. This shows that
cultural adaptation in advertising is highly effective.

20. Attention to Fuel Efficiency

Television advertisements that emphasized fuel efficiency caught consumer attention quickly.
Rising fuel prices made mileage a critical purchase factor. Respondents stated that ads showing
cost-saving benefits influenced their decisions more. Thus, highlighting economic advantages in
ads enhanced consumer interest.

21. Influence of Family-Oriented Themes

Ads showing family usage of cars were particularly effective in the Indian context. Respondents
connected with messages that highlighted comfort, safety, and happiness for the family. Such ads
created emotional assurance and reliability. Family-oriented ads boosted purchase intentions
strongly.
22. Impact of Music and Jingles
Catchy jingles and background music in Suzuki ads played an important role in recall.
Respondents could easily remember slogans and tunes even after the ad ended. This recall
influenced their awareness during purchase discussions. Music acted as a powerful tool in
advertisement effectiveness.

23. Aspirational Value of Ads

Some consumers viewed Suzuki advertisements as aspirational, showcasing a lifestyle of success
and modernity. Such ads made customers feel proud of owning a Suzuki vehicle. By linking
ownership with social status, ads enhanced the symbolic value of the brand. Aspirational appeal
encouraged upgrading behavior.

24. Youth-Oriented Messaging

Young respondents highlighted that ads focusing on style, technology, and sporty features
attracted them more. They preferred advertisements showing dynamic driving experiences and
innovation. Suzuki ads that targeted youth aspirations created stronger purchase interest. Hence,
youth-focused content boosted market reach.

25. Safety as a Key Concern

Consumers valued advertisements that promoted safety features such as airbags, ABS, and
family protection. Safety-related content built confidence in Suzuki vehicles. Respondents said
they were more likely to choose a car if ads highlighted safety. Thus, safety in advertising acted
as a strong motivator.

26. Influence of Comparative Advertising

Some respondents noticed Suzuki ads that compared features with competitor brands. These
comparative ads helped them evaluate choices better. Consumers felt such ads provided more
clarity about Suzuki’s strengths. Hence, comparison created confidence and influenced purchase
choices.

27. Seasonal and Festival Ads

Television advertisements launched during festivals like Diwali and Pongal were more attractive.
Consumers associated these ads with cultural celebration and special offers. Seasonal campaigns
created urgency to buy during festive periods. Such timing strategies enhanced purchase
decisions effectively.

28. Impact on Rural Consumers

Rural respondents found television advertising more reliable than online platforms due to less
digital access. TV ads reached them directly and created awareness about Suzuki models. For
many rural customers, ads were the main source of product information. Thus, television proved
vital in rural markets.

29. Price and Finance Highlighting

Advertisements that clearly mentioned price affordability, EMI schemes, and financing support
attracted middle-class buyers. Respondents said financial transparency in ads encouraged them to
consider Suzuki. Such content reduced hesitation regarding budget limitations. Price-based
messaging increased trust and sales intention.

30. Long-Term Brand Recall

Finally, the study found that television advertisements created long-term recall of Suzuki’s
brand. Respondents mentioned remembering Suzuki ads even months after watching them. This
continuous recall influenced purchase decisions when the need for a vehicle arose. Thus, long-
term memory from ads benefited Suzuki greatly.

5.2 SUGGESTION OF THE STUDY

1. Improve Content Balance

APP Motors should design television advertisements that balance creativity with information.
Customers prefer ads that are both entertaining and useful. This will help in attracting attention
while also delivering product knowledge.

2. Highlight Safety and Efficiency

Advertisements should emphasize Suzuki’s safety features like airbags and ABS. Fuel efficiency
must also be showcased, as it is a key factor for Indian buyers. These elements will build trust
and encourage purchase.

3. Use Localized Advertising

Localized advertisements in Tamil and regional themes can connect better with Puducherry
consumers. Ads reflecting local culture and festivals will create emotional bonding. This will
improve customer relatability and brand preference.

4. Focus on After-Sales Service

Ads should highlight the availability of service centers and warranty benefits. Many buyers value
long-term support more than just product features. Emphasizing after-sales care will improve
loyalty.

5. Careful Use of Celebrity Endorsements

Celebrity endorsements can be used to attract attention quickly. However, the product message
should not be overshadowed by the personality. Balancing both will enhance credibility and
brand recall.

6. Target Different Consumer Groups

Separate ad strategies should be developed for youth and families. Youth-focused ads can
highlight style and technology, while family ads can stress comfort and safety. This
segmentation will increase effectiveness.

7. Promote Festival and Seasonal Offers

Festival-based television ads create urgency and emotional excitement. Customers are more
likely to purchase during cultural celebrations. Highlighting special offers at these times will
increase sales.

8. Emphasize Affordability and Finance Options

Television ads should clearly present EMI schemes and discounts. Transparent pricing builds
confidence in middle-class buyers. This will reduce hesitation and support purchase decisions.
9. Optimize Advertisement Frequency
The frequency of ads should be controlled for maximum impact. Too few ads may reduce recall,
while too many may irritate viewers. A balanced schedule ensures long-lasting impressions.

10. Integrate with Other Marketing Channels

Television ads should be combined with digital promotions and showroom experiences. This
creates a complete customer journey from awareness to purchase. An integrated approach will
improve over
5.3 CONCLUSION

The present study aimed to analyze the impact of television advertising on consumer purchase
decisions towards Suzuki vehicles at APP Motors, Puducherry. For this purpose, Pearson’s
correlation analysis was applied to examine the strength and direction of the relationship
between two variables: Advertisement and Purchase Decision. The findings of the statistical test
reveal a Pearson correlation value of 0.511 at a significance level of 0.000 with a sample size of
96 respondents. Since the significance value is less than 0.01, the correlation is considered
statistically significant at the 1% level, meaning there is a very low probability that the observed
relationship is due to chance.

A correlation coefficient of 0.511 indicates a moderate positive correlation between television

advertising and purchase decision. This means that as the effectiveness, frequency, and quality of
television advertisements increase, the likelihood of consumers making favorable purchase
decisions also increases. In other words, consumers exposed to attractive and informative
advertisements are more inclined to visit showrooms, explore product features, and finalize
purchases. The moderate strength of correlation suggests that while advertising plays a
significant role, purchase decisions are also influenced by other factors such as word-of-mouth
recommendations, financial affordability, after-sales service, and personal preferences.

The statistical evidence aligns with the theoretical perspective that advertising is a key
determinant of consumer behavior. Television advertisements are capable of creating awareness,
building perceptions, and shaping attitudes towards a product. In this study, respondents
expressed that television ads for Suzuki vehicles attracted their attention and enhanced their
product knowledge. Ads emphasizing mileage, safety, and affordability had a particularly strong
influence. Additionally, promotional offers and festival-based advertisements increased urgency
in decision-making. The correlation result supports these findings by showing that a consistent
and positive relationship exists between advertising exposure and consumer buying decisions.

Another dimension of this analysis is the significance of consumer trust in television

advertising. Respondents indicated that they perceive television as a credible medium compared
to online platforms, which often present misleading content. The correlation of 0.511 reinforces
that credibility enhances the effectiveness of advertisements, thereby increasing purchase
likelihood. This insight is particularly important for industries such as automobiles, where
customers invest considerable financial resources and prefer reliable sources of information
before making a decision.

The findings also reveal that while advertising positively affects purchase behavior, it is not the
sole factor. A correlation below 0.7 indicates that other variables also contribute to the final
decision-making process. Factors such as brand reputation, personal recommendations,
showroom experiences, financing options, and customer service are equally important. However,
the correlation value of 0.511 confirms that advertising still holds substantial influence, making
it a powerful strategic tool for APP Motors to attract and retain customers.

In conclusion, the correlation analysis provides strong statistical evidence that television
advertising significantly influences consumer purchase decisions towards Suzuki at APP Motors,
Puducherry. The moderate positive correlation indicates that advertisements act as an important
driver of awareness, interest, and intention to purchase, though supported by other marketing and
experiential factors. For APP Motors, this finding highlights the need to continue investing in
television advertising campaigns that are informative, trustworthy, and customer-focused. At the
same time, integrating advertisements with showroom experiences, digital marketing, and strong
after-sales service can further strengthen the relationship between advertising and consumer
purchase decisions. Thus, television advertising emerges as a vital component of consumer
decision-making, and its strategic use can greatly enhance the competitive position of Suzuki in
the regional automobile marker

.
6.1 QUESTTIONNAIRE

1. GENDER a) male b)female

2.AGE a) Below 25: 21 (21.88%) b) 26-30: 12 (12.5%) c)31-35:11 (11.46%)

d)36-40:37 (38.54%) e )Above 40: 14 (14.58%)

3.MONTHLY SALARY a) Below 15,000 b) 15,000 25,000

c) 25,000-35,000 d) 35,000-45,000 e)Above 45,000

4.FREQUENCY OF VISIT a)First time b)Second time

c)Third tim e d)Fourth time e)Fifth time

5.FREQUENTLY NOTICE ADVERTISEMENT RELATED TO PRODUCTS

I LATER CONSIDER BUYING a). Strongly Disagree b). Disagree

c). Neutral d). Agree

6.TELEVISION ADVERTISEMENT HELP ME RECALL SPECIFIC BRANDS

WHILE SHOPPING

a). Strongly Disagree b). Disagree c). Neutral d). Agree

7. THE MESSAGE IN MOST TV ADS IS CLEAR AND EASY TO UNDERSTAND

a). Strongly Disagree b). Disagree c). Neutral d). Agree

8.EMOTIONAL STORIES OR MUSIC IN ADS MAKE ME FEEL MORE

CONNECTED TO THE PRODUCT

a). Strongly Disagree b). Disagree c). Neutral d). Agree

9. TV ADS PROVIDE USEFUL INFORMATION ABOUT PRODUCT FEATURES

AND BENEFITS.
a). Strongly Disagree b). Disagree c). Neutral d). Agree

10) HIGH -QUALITY VISUALS AND SOUNDS MAKE TV ADS MORE APPEALING

ME. a). Strongly Disagree b). Disagree c). Neutral d). Agree

11) I TRUSTED A PRODUCT MORE IF IT IS ENDORSED BY A CELEBRITY IN

a). Strongly Disagree b). Disagree c). Neutral d). Agree

12) I CONSIDER TELEVISION ADVERTISEMENT TO BE A TRUSTWORTHY

SOURCE OF INFORMATION

a). Strongly Disagree b). Disagree c). Neutral d). Agree

13) I AM MORE LIKELY TO BUY A PRODUCTS IF THE AD SEEMS RELEVANT TO

MY NEEDS. a). Strongly Disagree b). Disagree c). Neutral d). Agree

14). I ENJOY WATCHING CREATIVE AND ENTERTAINING TELEVISION

ADVERTISEMENT a). Strongly Disagree b). Disagree c). Neutral d). Agree

15). TELEVISION ADVERTISEMENT OFTEN INFLUENCE MY DECISION

TO TRY A NEW BRAND.

a). Strongly Disagree b). Disagree c). Neutral d). Agree

16).I AM PERSAUDED BY ADS THAT COMPARE PRODUCTS WITH COMPETING

BRANDS. a). Strongly Disagree b). Disagree c). Neutral d). Agree

17) DISCUSSIONS ABOUT TV ADS WITH FRIENDS /FAMILY INFLUENCE

MY PURCHASE DECISIONS.

a). Strongly Disagree b). Disagree c). Neutral d). Agree

18)REPEATED EXPOSURE TO THE SAME TV AD INCREASE MY INTEREST

IN THE PRODUCT.

a). Strongly Disagree b). Disagree c). Neutral d). Agree

19)I AM MORE LIKELY TO ACT ON A TELEVISION AD THAT INCLUDES A

CLEAR CALL-TO-ACTION (E.G., “BUY NOW ’’, “LIMITED OFFER ’’)

a). Strongly Disagree b). Disagree c). Neutral d). Agree

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