Dissertation- final. Basab

Acknowledgement
I would like to take this opportunity to express my profound gratitude and deep regard to the
respected faculty members of Mass Communication Department, and especially to my project
guide+. Dr. Charu Joshi, Asst. Professor, Mass Communication department, Assam University,
Silchar, for her exemplary guidance and constant encouragement throughout the duration of the
project. Her valuable suggestions were of immense help throughout my project work. I also
thank to all the students who helped me during my research work.
I would also like to extend my heartfelt gratitude to the Dr. G.P Pandey, HOD, Department of
Mass Communication, Assam University, Silchar, for giving me an opportunity to do my survey
project.
(Basab Goswami)
Student of Mass communication &
Journalism
Assam University, Silchar
Date………………..

“A study on Effects of commercial advertisements on consumer brand preference”.
A survey analysis among Assam University students
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Abstract
In the scenario, most of the people relax by watching television and it has become one of the
important sources of electronic media for getting primary information to the viewer. Advertising
is a powerful medium of mass communication, particularly TV advertising. So, every
organization uses TV channels like a weapon to introduce their products and services to the
human minds. Therefore, the study aims to analyze the impact of commercial advertisements on
youths and how they attract by the commercial ads. Commercial advertisement plays a very
important role in building the brand image on consumers mind. Using celebrities for the brand
advertisements create a deep desire in the mind of the people to about the product. This study is
about the effect of commercial advertisements on consumer brand preference. The study
discussed about how commercial advertisements influenced the mind of the people about the
brand and effects on the purchasing behavior and which type of commercial advertisements are
influenced them most. The study also tried to find out what are the favorite brands of the
consumers and why do they buy the branded products. This research also study about the
trustable source of the commercial brand advertisements where the option was given as TV,
Radio, Newspaper, Magazine, Internet and Mouth publicity etc. This study, which was based on
a survey of 50 randomly selected male and female brand consumers influenced by the
commercial advertisement. The study found that majority of the respondents like commercial
advertisements and most of the respondents says that like rational and cool commercial brand
appeals. The study also found that 64% respondents prefer brand for its quality.
Key words: Advertisement, brand, advertising effect of brand preference, advertising and brand
preference, effect, commercial advertisement, consumer.

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Contents_________________________________________________________
Chapter 1- INTRODUCTION
1.1 Introduction…………………………………………………………………
…………….
1.2 Background of the
study…………………………………………………………....
1.3 Functional/ Operational
definition…………………………………………….
1.4 Local of the
study……………………………………………………………………....
Chapter 2- REVIEW OF LITERATURE
2.1 Review of
literature…………………………………………………………………….
Chapter 3- METHODOLOGY
3.1 Aim of the
study…………………………………………………………………………….
3.2 Research
questions…………………………………………………………………….
3.3 Research method……………………………………………………………....
3.3.1 Method of survey……………………………………………………………
3.3.2 Sample…………………………………………………………………………
3.3.3 Study area……………………………………………………………………
3.4 Objectives………………………………………………………………………
3.5 Limitations………………………………………………………………………
Chapter4 – DATA ANALYSIS

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4.1 Demographic features……………………………………………………….
4.2 Analysis and interpretation of data……………………………………………
4.3 Research findings……………………………………………………....
Chapter 5 – CONCLUSUION AND RECOMMENDATIONS
5.1 Conclusion……………………………………………………………………
5.2 Recommendations…………………………………………………………….
References……………………………………………………………………..
Appendix…………………………………………………………………..

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Chapter-1
Introduction

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1.1 INTRODUCTION
Advertisements are most important in creating brand preference. Formerly, advertising was
confined to announcements and its role did not go beyond informing. These days advertising is
regarded as any paid form of non-personal communication of ideas, goods and services by an
identified sponsor. Advertising is of various forms. It can be an illustration or message or both. It
could be conveyed through any mass media like TV, radio, press, magazines or new media such
as internet. There is a relation between consumer’s exposure to advertising and their possibility
to buy the advertised products and services. Today, branding with the help of advertising is one
of the major areas in marketing literature. Taking the views of highly advertisement exposed
consumers, it is recognized that consumer’s attitudes towards goods and services have become
more susceptible. Young people are the major targets for most brands from clothing to gadgets,
cosmetic and beauty, food and beverages etc. The mass media has bombarded its audiences with
variety advertisements and it’s not possible for common masses to avoid these advertisements.
From the time we get up till the time we sleep, we come across thousands of advertisements
supporting and promoting individual brand or brands.
It is true that people in India are now habituated of viewing advertisements, and will feel
something missing if advertisements are banned in between sports, serials and other
entertainment programs. Regardless of how good the game was, there are usually a few
advertisements that people talk about the next day. But one thing that people may not think about
is how trustworthy an advertisement may be and, at a higher level, how much trust one can, or
cannot, place in an industry's advertisements. Marketer’s survival depends on consumer
satisfaction. Consumer satisfaction depends on their perception and brand preference of the
particular brand. In brand preference, advertising plays a major role.
Advertising and consumer behavior advertiser’s primary objective is to reach prospective
customers and influence their awareness, attitudes and buying behaviors. Economic theory has
sought to establish relationships between selling prices, sales achieved and consumer’s income;
similarly, advertising expenditure is frequently compared with sales. On other occasions,
financial accounting principles maybe applied to analyze profit and loss. Management ratios, net
profit before tax, liquidity and solvency ratios can all be investigated. Under the situations the

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importance of the consumer’s motivations, perceptions, attitudes and beliefs are largely ignored.
The consumer is assumed to be “rational” that is, to react in the direction that would be
suggested by economic theory and financial principles. However, it is often apparent that
consumer behaviors do not fall neatly into these expected patterns. It is for these reason that
consumer behavior analysis is conducted as yet another tool to assess the complexities of
marketing operations.
Advertising is the effective source to influence the mind of viewers and gives viewers exposure
towards a particular product or service. Advertising play an important role in business
presentation and is a useful strategy to attract customers. It is a part of promotional mix to create
awareness among target population. Now a days, advertising have become one of the crucial
commercial activities in competitive business environment.
Every region has its own culture and varying pictures and symbols for product promotion are
used by the marketers. Actually these symbols, most of the times, reflect traditional culture and
lifestyle. In the present digital world, everything like culture, habits of the people, technology
etc, are on their way of globalization. This fast pace globalization is minimizing the distance
among customers’. Now with the help of advanced technology, it has become possible for
advertisers to reach all segments of a target market. Along with advanced technology, in rural
areas the marketers further need to address other factors as well to effectively influence
customers’ mind. For example customers in rural areas may need to be educated for better
understanding advertisers’ message. Similarly, customers residing in rural areas may not have
high purchasing power and lifestyle may be different than urban areas.
Without proper investment, no business can become a market. Firms are spending a huge amount
of their budget for advertising their products and services. They are investing to influence the
buying behavior of customers and determining the factors that have direct or indirect effects on
buying behavior like purchasing power. This focus on advertising is because it is considered an
effective tool to motivate customers and influence their buying behavior Advertisers hope that
their ads will change the buying behavior of target market and consumers will buy their products.
In order to make their advertising campaign even more effective and rewarding, advertisers are

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trying to analyze various factors which may influence customers’ buying behavior e.g.
residential area lifestyle, education and purchasing power etc.
The essence of being in business by any business outfits is to produce for sales and profits. In
order to remain in business an organization must generate enough sales from its products to
cover operating costs and post reasonable profits. For many organizations, sales estimate is the
starting point in budgeting or profit planning. It is so because it must be determined, in most
cases, before production units could be arrived at while production units will in turn affect
material purchases. However, taking decision on sales is the most difficult tasks facing many
business executives. This is because it is difficult to predict, estimate or determine with accuracy,
potential customers’ demands as they are uncontrollable factors external to an organization.
Considering, therefore, the importance of sales on business survival and the connection between
customers and sales, it is expedient for organizations to engage in programmers that can
influence consumers’ decision to purchase its products. This is where advertising and brand
management are relevant. Advertising is a subset of promotion mix which is one of the four P’s
in the marketing mix i.e. product, price, place and promotion. As a promotional strategy,
advertising serve as a major tool in creating product awareness and condition the mind of a
potential consumer to take eventual purchase decision.
Celebrity attachment is one of the factors that heavily influence the buyer of the product.
Advertising plus famous celebrity involvement promotes and raises the awareness of your
product in the minds of the potential customers and also definitely influences the purchases of
your product. No doubt that today most of the organizations spend huge amount of dollars to
create marketing messages just to place their products and services. Here the question arises that
which medium should we use to address the market; newspapers, social networking websites,
billboards, brochures or television. If we use television as a medium by incurring high then it
would be worthwhile or not and how people would perceive it? But there is one thing that must
be remembered that advertisement must be effective as well. As an effective advertisement can
only meet your objectives and can boost up sales. And for this purpose the medium of TV is
considered as the most effective as it can reach the maximum audience with efficient cost. In this
era of uncertainty organizations and industries are very much serious about advertising their
products and services.

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Therefore advertising companies are always devoted to assess the efficiency of their advertising
in different mediums, chiefly TV advertisement. The foremost objective of this study is to check
that how commercial advertisements affect the purchase of the consumers. This study aims to
understand the relationship between advertising and consumer brand preference. We examine
that whether it is successful in both gender groups; man and woman.
1.2 BACKGROUND THE STUDY
Advertising is a form of communication proposed to persuade an audience viewers, readers or
listeners to buy or take some action upon products, ideas, or services. It usually includes the
name of a product or service and how that product or service could benefit the consumer, to
persuade a target market to purchase or to consume that particular brand. Commercial
advertisers, as in the case of telecommunication sector, often intend to generate increased
consumption of their products or services through branding, which involves the repetition of an
image or product name in an effort to associate related qualities with the brand in the minds of
consumers.
Historically, Out-of-home advertising and billboards are the oldest forms of advertising.
However, with the passage of time, as education became an essential need and people learned to
read and write, marketers used print Ads to reach out to its audience at a low cost. . Originally
used in the creation of shop signs, advertisement took a revolutionary at the onset of the 21st
century, an age bursting with new technologies (Max Web Design, May, 2008). With mediums
such as the radio, television and internet to be projected from, the products were no longer
differentiated only by their attributes but also by the benefits that they would give to the
consumers. These benefits were made aware of by advertisements.
Advertisements used in today's world are creative and innovative. Marketers have started
thinking out of the box and are coming up with new ideas to create a better perception in minds
of the consumers and impress them to buy their products. Nowadays there is a very special
emphasis on the content of the advertisements. Advertising is content and content is advertising

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There is no such thing as just 'advertising' anymore. It needs to have content that will attract the
potential consumers towards it, make them contemplate upon it, change their opinions and
eventually make them put forth a purchase intent. The only way to capture the consumer's
attention like this is to make the advertisement entertaining, interesting and relevant.
Consumer Brand Preference is the measure of brand loyalty in which a consumer will choose a
particular brand in presence of competing brands, but will accept substitutes if that brand is not
available.
In June 1836, French newspaper La Presse was the first to include paid advertising in its pages,
allowing it to lower its price, extend its readership and increase its profitability and the formula
was soon copied by all titles. Around 1840, Volney B. Palmer established the roots of the
modern day advertising agency in Philadelphia. In 1842 Palmer bought large amounts of space in
various newspapers at a discounted rate then resold the space at higher rates to advertisers. The
actual ad - the copy, layout, and artwork - was still prepared by the company wishing to
advertise; in effect, Palmer was a space broker. The situation changed in the late 19th century
when the advertising agency of N.W. Ayer & Son was founded. Ayer and Son offered to plan,
create, and execute complete advertising campaigns for its customers. By 1900 the advertising
agency had become the focal point of creative planning, and advertising was firmly established
as a profession. Around the same time, in France, Charles-Louis Havas extended the services of
his news agency, Havas to include advertisement brokerage, making it the first French group to
organize. At first, agencies were brokers for advertisement space in newspapers. N. W. Ayer &
Son was the first full-service agency to assume responsibility for advertising content. N.W. Ayer
opened in 1869, and was located in Philadelphia.
Advertisement for a live radio broadcast, sponsored by a milk company and published in the Los
Angeles Times on May 6, 1930. At the turn of the century, there were few career choices for
women in business; however, advertising was one of the few. Since women were responsible for
most of the purchasing done in their household, advertisers and agencies recognized the value of
women's insight during the creative process. In fact, the first American advertising to use a
sexual sell was created by a woman – for a soap product. Although tame by today's standards,
the advertisement featured a couple with the message "The skin you love to touch".

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In the early 1920s, the first radio stations were established by radio equipment manufacturers and
retailers who offered programs in order to sell more radios to consumers. As time passed, many
non-profit organizations followed suit in setting up their own radio stations, and included:
schools, clubs and civic groups. When the practice of sponsoring programs was popularized,
each individual radio program was usually sponsored by a single business in exchange for a brief
mention of the business' name at the beginning and end of the sponsored shows. However, radio
station owners soon realized they could earn more money by selling sponsorship rights in small
time allocations to multiple businesses throughout their radio station's broadcasts, rather than
selling the sponsorship rights to single businesses per show.
1.3 FUNCTIONAL DEFINITIONs
Advertising:-
Advertising is how a company encourages people to buy their products, services or ideas. An
advertisement is anything that draws good attention towards these things. It is usually designed
by an advertising agency for an identified sponsor, and performed through a variety of media.
Ads appear on television, as well as radio, newspapers, magazines and as billboards in streets
and cities. They try to get people to buy their products, by showing them the good rather than
bad of their products. Advertisers influence our emotions by techniques that include stereotyping
and targeting the audience according to who we are. Emotions are influenced by things such as
this our occupation, beliefs, personality, self-esteem, lifestyle, relationships, friends, how we
look and what we wear. Advertisers use methods that attract attention. For example, to make a
burger look tasty in advertising, it may be painted with brown food colors, sprayed with
waterproofing to prevent it from going soggy and sesame seeds may be super-glued in place.
Advertising can bring new customers and more sales for the business. It can be expensive but
can help make a business make more money. Advertising happens in many different ways. Many
products are advertised on television, although not all channels permit advertising. The
advertisements usually appear during breaks between a televisions shows. They are usually for

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products, other television shows or movies and are not normally much longer than 30 seconds.
Some radio stations have. Advertiser’s primary mission is to reach prospective customers and
influence their awareness, attitudes and buying behavior. They spend a lot of money to keep
individuals interested in their products.
Brand:-
A brand is a product or a service that contributes some dimensions which separate it in some way
from other products or services designed to fulfill the same request. Although most of these
definitions refer to name, term, symbol, design, and other similar com- opponents, brand
represents more. The idea of brand creating and its applications are unequivocally important to
determine the organization’s personality, future projects and the place in a sector. And this brings
the concept of branding to the fore. The major motivational factor for introducing new products
under established brand names is that such extensions are more easily adopted by consumers
than new products with new brand names. This effect is due to a transfer of positive beliefs
and/or effect from the parent brand to the brand extension.
Advertising Effects on Brand Preference:-
The purpose of ad is to show identity and individuality of the brand, and ad’s goal is to give the
brand a first class ticket throughout the life of it. Advertising remind, liking, and correct brand
identification are three metrics commonly used to assess the quality of advertising, particularly
once it has gone to air and is playing in the competitive environment with viewers seeing it in
their home environment.
Brand personality is also affected by nearly everything associated with the person including his
or her neighborhood, friends, and activities just as the personality of a person. The personality of
the brand can be created directly or indirectly through advertising. To do so, human
characteristics will be transferred to the brand. Consumers perform the repurchase behavior in
certain brands if they are satisfied as a result of the trial or if they create a personal commitment
against them. This is because the consumer is looking for beneficiaries of a hash and you can
overlap the product image if it fits the lifestyle of consumer.

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Advertising and Brand Preference:-
Brand preference can be seen as level of attachment the buyer has, to the particular brand and
creating brand loyalty, which makes the consumer buy the product again and again. Existing
customers are well disposed towards the brand and advertisements only helps to strengthen the
preference of the customer, it reinforces their attachment to the brand by depicting satisfaction,
strong imagery, pride and positive experience. If the product has brand preference in customer, it
only needs reminder type advertising and if the brand is not preferable, then the advertisement is
necessary along with promotional and personal selling for customers.
Effect:-
A change in state resulting from a demonstrated causal agent generally accepted as having been
demonstrated when the relationship between a causal agent and the changed state are observed in
a controlled study of the relationship.
Commercial advertising:-
Commercial advertising in general is the use of advertisements to generate revenue. Advertising
is typically designed to make consumers more aware o0f people, place or products. In some
cases the advertising occurs as a public service such as a campaign to make people more aware
of the dangers of smoking or drinking alcohol use. In other instances the aim of advertisements
to gain interests and trust of the people. Commercial advertisements seek to increase interest in
buying a product, visiting a place or using a specific service.
Consumer
Consumer in advertisements are basically means the users of the products or service. Consumers
are the common people who purchase the products.
1.4 LOCAL OF THE STUDY
Assam University- Assam University came into existence through Assam (Central)
University Act, 1989. It was established in 1994, since then the University is steadily becoming
an excellent Centre of learning. The campus, situated in Dargakona, about 20 kms from Silchar,
is set amid sprawling hillocks, a typical landscape in the North East. The campus in an area of

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600 acres surrounded by lakes and mountains provides an ideal environment for academic
pursuit. Drawing its 230 plus faculty from many disciplines, from all over the country, the
university sustains a multidisciplinary approach to higher education.
The University has sixteen Schools on major disciplines. There are 35 Departments under these
Sixteen Schools. The University is situated in South Assam, bordering Bangladesh, Mizoram,
Manipur, Meghalaya, and Nagaland. The Barak River flows across this region known as Barak
valley. The valley has a rich tradition of art, literature, culture and education. It has contributed a
large number of eminent personalities to the nation in the fields of science, education, arts and
many others. This historical heritage has given the place a strong foundation for the development
of a Centre of Excellence in higher education.
The five districts under the jurisdiction of Assam University have as many as 53 Colleges, which
speak of the depth of the intellectual and educational interests in the region. The University has
gradually started attracting students from the neighboring states. The University is set to become
a full-fledged residential University in near future creating a better environment for learning and
research activities. Assam University is a teaching-cum-affiliating University. The objectives of
the University are to "disseminate and advance knowledge by providing instructional and 20
research facilities in such branches of learning as it may deem fit and by examples of its
corporate life to make provisions for integrated courses in humanities, natural and physical
sciences and social sciences in the educational programmers of the University; to take
appropriate measure for promoting inter-disciplinary studies and research in the University; to
educate and train manpower for development of the state of Assam; and to pay special attention
to the improvement of the social and economic conditions and welfare of the people of that state,
their intellectual, academic and cultural development." (Homepage, www.aus.ac.in)
Assam University, Silchar, a Central University established by an Act of the Indian Parliament
(Act XXIII of 1989), came into existence in 1994. Situated in the Barak Valley of southern
Assam, the University is nestled in a sprawling 600-acre campus at Dargakona, about 23 kms.
From Silchar town.
The University is the outcome of the long standing aspirations of the valley's people and it
nurtures a collective dream which is expressed in the objectives of the Assam University Act
(Section II) “to disseminate and advance knowledge by providing instructional and research

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facilities in such branches of learning as it may deem fit and by the example of its corporate life
to make provisions for integrated courses in Humanities, Natural and Physical Sciences in the
educational Programmed of the University, to take appropriate measure for promoting inter
disciplinary studies and research studies in the University, to educate and train manpower for
development of state of Assam; and to pay special attention to the improvement of the social,
economic conditions and welfare of the people of that state, their intellectual, academic and
cultural development.”
The University serves a varied populace, of an area adjacent to international border comprising a
substantial number of the underprivileged and weaker section, namely the scheduled caste, the
scheduled tribe, other backward classes and the minority population. The University campus at
Silchar has an undulating topography with scattered hillocks and valleys/gorges and is located
near a large seasonal water body called Chatla Lake. The campus offers a grand scenic view to
all. Care has been taken during architectural planning and designing to preserve the pristine
beauty of the campus as far as possible. This has resulted into an eco-friendly campus with
minimal displacement/destruction of aquatic and land life forms. The University has undertaken
a planned development of the campus keeping its ecology in mind. Nearly 100 acres of land has
been earmarked for pestering eco forest and Botanical Garden. The University has become almost a self-
sufficient academic settlement with Post Office, Banks, Telephone Exchange, Police Outpost, Electrical
Substation, Students' Hostels for girls and boys, Health Centre, Staff Quarters, Guest Houses, Central
Library, Canteens, Seminar halls, Auditoriums, Gymnasium. Later a Day Care Centre and a Community
Centre for University staff members, have been created and efforts are being continued for sustainable
growth. The campus has now converted into a busy centre of academic activities. Grants received from
the UGC, MHRD, Government and other agencies are utilized with conscious endeavours to create and
maintain proper infrastructure. The University has a lofty vision for promoting Academic Excellence in
the region.
In 2007, Assam University opened a satellite campus at Diphu in the KarbiAnglong District of
Assam, thereby making quality higher education accessible to a wider section of society. Apart
from the two campuses of the University, there are 58 affiliated colleges spread over the 5
districts of Cachar, Karimganj, Hailakandi, KarbiAnglong and DimaHasao, which constitute the
academic jurisdiction of Assam University. Since 1994, Assam University has expanded both
insize and reputation. Today, there are 34 postgraduate departments under 16 Schools of Study

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and four Research Centres at the Silchar Campus attached with four Departments i.e. Bengali ,
Chemistry, Life Science and Ecology & Environmental Sciences. There are nine departments
and one centre for Tribal Studies at the Diphu campus offering a wide range of programmes
geared towards equipping students and research scholars with knowledge, skill, experience and
confidence. With student strength of around 4,682 at the Silchar Campus and around 440 at the
Diphu Campus, the University is a veritable melting pot of diverse communities, ideas and
creativity. The Silchar campus is also equipped with a Central Instrumentation Laboratory that
hosts state of the art instruments. Further, a fully functional computer Centre with its trained staff
supports all the computational needs of students and researchers, and maintain the university
internet network and website.
In order to increase the working efficiency of the administration, the University has opted for
partial automation of HR activities. Recently, the University has developed a strategy for
enhancing the range of pedagogic uses of technology. As part of this strategy, the University is in
the process of gradually turning all its classrooms into state-of-the-art ones enabling teachers to
teach using a wide variety of media. In the last nineteen years of its relentless pursuit of 22
academic excellence, Assam University has made giant strides in providing better academic atmosphere
and improved infrastructural facilities.In 2008, the National Assessment and Accreditation Council
(NAAC), India, awarded the University with a CGPA of 2.85 in a 4-point scale.
The vision of Assam University is to aspire to translate the multidimensional collective dream of
the community of the region into reality.

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Chapter- 2
Review of literature

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2.1 REVIEW OF LITURATURE
Although the review involved a large number of studies only a few studies which have a direct
and indirect bearing in the present study have been reviewed.
Dix S, Pougnet S (2009)
In their research they have found that Athlete role model endorsers have a positive influence on
young adults' product switching behavior, complaint behavior, positive word-of-mouth behavior
and brand loyalty. This confirms the assumption that sports celebrities are important
socializations agents and can have significant impact on purchase intentions and behaviors. This
research provides useful insight into the influence of athlete endorsers on young adults and
suggests athletes have a positive influence on young adults' behavioral intentions in switching
products, generating word-of-mouth and establishing brand loyalty.
John Deighton
In his research “The Effect of advertising on brand switching and repeat purchasing” the authors
examine switching and repeat purchase effects of advertising in mature, frequently purchased
product categories. His results suggest that advertising induces brand switching but does not
affect the repeat purchase rates of consumers who have just purchased the brand, a result
consistent with usage dominance rather than framing. He found the switching influence to be
largely confined between the current and previous purchase occasions. The researcher illustrate
the magnitude of this effect and explore potential profitability.
Thomas Michael: Impact of Media on Consumers’ Brand Preference:-
In this research “a Study on Carbonated Beverage Market with Reference to Coca-Cola”. The
result is found that the brand preference exists in the carbonated beverage market and the media
efforts affects consumer preferences and their brand choice. Researcher found that out of 8
different carbonated beverage brands which featured in this study, Coca-Cola topped the brand
preference table in carbonated beverage industry. Hence it is clear that Coca-Cola is the favorite
carbonated beverage among consumers. Based on this study, advertisement and taste are the

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major factors responsible for the success of Coca Cola. The implication of this is that, other
variables does not influence much when brand is supported by heavy advertisements and appeals
to consumers’ taste buds which persuades them to continue buying.
Goddard L, Wilbur N (2009)
In their study provide a starting-point for further research on negative information transference in
the celebrity endorsement relationship. It is crucial that organizations be aware of the risks
associated with using celebrities to endorse their stores and products. Given that these results
provide tentative support for the commonly held belief that a decline in the celebrity's image can
impact the image of the brand, it is important that retailers carefully choose an endorser who
currently has a good image and will likely be able to uphold this image in the future.
Biswas S, Hussain M, O'Donnell K
In this research, researchers say that here is a positive, although moderate, impact of celebrity
endorsements on attention and exposure of consumers. Implications for marketers as well as
suggestions for future research are discussed. The article is of the view that although there is
considerable risk in endorsing celebrities for products and services, the firms need to analyses
the various factors that can reduce such risks and hence increase the likeability of transfer of
leverage of the brand image from the celebrity to the products and services.
Lilith Balakrishnan and C.Shalini Kumar:
In this research “Effect of Celebrity Based Advertisements on the Purchase Attitude of
Consumers towards Durable Products" they found Celebrity Endorsements act as a credible
means of spending money .This is because this is a world of products for which the value a
consumer obtains from purchasing any given variety. This could be for reasons of social
standing-People want to wear the “right” clothes, drink the “right” beverages and use the “right”
fragrances. Specifically a consumer that observes messages for two different fir’s products, one
product’s message containing a celebrity endorsed and the other not, believes the celebrity
endorsed product will have more purchases and so be of higher value. In short, celebrity
endorsements are more typical for nationally marketed products then for local.

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Gupta&Devi(2008)
They studied on “The impact of TV advertisements on buying pattern of adolescent girls”. They
found that the advertisement played a vital role in introducing a new product in the family list
and making better choice during shopping. The girls utilized pocket money received every month
for shopping. The adolescent girl is influenced by T.V advertisement when he purchases clothing
they were guided by fashion, and boutiques. The respondents preferred to buy branded and
standardized product which are more advertised on television products and for products such as
running shoes, soft drinks and the like for which the price cost margins are apparently large.
M. Kumar(2012)
This research examines the impact of celebrity credibility on consumer-based equity of the
endorsed brand. The mediating role of brand credibility and the moderating role of the type of
branding employed by the endorsed brand on the endorser credibility-brand equity relationship
are also examined. The endorser credibility-brand equity relationship was developed using
associative learning principles whereas the brand signaling theory was applied to examine the
mediating role of brand credibility. Results suggest endorser credibility has an indirect impact on
brand equity when this relationship is mediated by brand credibility. This mediating relationship
was moderated by type of branding. However, the µendorser credibility-brand credibility and
µendorser credibility brand equity relationships did not vary according to the type of branding
employed.
Smriti Bajaj (2007)
In her study “Consumer Perceptions of Global and Local Brands in the Indian Retail Industry”
pointed out that the purpose of this dissertation is to investigate, in an emerging market,
consumer attitudes towards local and foreign brand purchases against a background of factors
like Culture, Country of Origin, Product quality and services. A comprehensive model broadens
knowledge on consumer behavior by incorporating the above mentioned factors. India is the
emerging market studied. A total of 18 respondents were interviewed face-to-face using a semi
structured questionnaire in the city of Mumbai and Indian students studying in the United
Kingdom.

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Mr. K. Sivakumar (2007)
In his study “Consumers Attitude towards the Products of Indian and Multi-National
Companies” he found that the quality of global brands was perceived to be generally higher and
superior to local brands. Most consumers also associated greater accessibility of foreign brands
in the Indian market with better quality at lower prices. Indian consumers were not prejudiced
against foreign brand names. In fact, they evaluated them higher on technology, quality, status
and esteem than Indian brands and attributed higher credibility to those countries of origin. This
study adds to the body of knowledge about consumer behavior and their perceptions of global vs.
local brands, in a massive and fast developing market. As companies become global, managers
must possess a thorough understanding of the attitudinal and behavioral characteristics of
emerging consumer markets, because what is known about consumers in one part of the world is
not applicable to consumers in other parts.
Adeolu B. Ayanwale (2005)
In their study “The Influence of Advertising on Consumer Brand Preference” mentioned that the
proliferation of assorted brands of food drinks in the country has led to cut-throat competition for
increased market share being witnessed among the operators in the food drink industry. When
competition is keen and the consumers are faced with brand choice in the market, it becomes
imperative for the manufacturers to understand the major factors that can attract the attention of
buyers to his own brand. These then form the basis for marketing panning and action. This study,
which was based on a survey of 315 randomly selected consumers of food drinks in Lagos,
Ibadan and Ile-Ife, cities in Southwestern Nigeria, examined the role played by advertising in
influencing consumers’ preference for Bournvita, which is one of the leading food drinks in the
Food and Beverage industry in Nigeria. Results revealed that both male and female and different
age groups were equally influenced by advertising in
Aron M. Levin, Irwin P. Levin and Joshua A. Weller (2005)
In their study “A Multi-Attribute Analysis of Preferences for Online and Offline Shopping:
Differences across Products, Consumers, and Shopping Stages” Journal of Electronic Commerce

Page 21 of 65
Research, their preference for the brand. 38.73% of the consumers showed preference for
Bournvita out of the various brands of the food drink studied. The major reasons advanced for
the preference are its captivating advertising (42.62%) and rich quality (40.16%). TV advertising
was most preferred by 71.43% of the respondents of all the media used in advertising Bournvita.
The need for high preference to advertising is therefore highlighted for companies that want to
not only retain their market but take positive steps to increase their market share.

Page 22 of 65
Chapter- 3
Research methodology

Page 23 of 65
3.1 AIM OF THE STUDY
The aim of the study is to find out the effects of commercial advertisements on consumer brand
preference.
3.2 RESEARCH QUESTION
1. Does advertisement influence consumer brand preference?
2. Could advertisement have an adverse impact on brand image in consumer's mind?
3. Which advertisement media is much effective?
4. Does celebrity endorsement affect consumers buying preference?
5. What factors encourage brand loyalty among consumers?
3.3 RESEARCH METHODOLOGY
In this research, relationship between brand and advertisement will be studied. Exploring the
effects of advertisements on the brand preference is aimed. Questions will be asked concerning
the effects of TV advertisements on consumers’ brand preferences. This study is also comprise
with the results of the earlier few studies. The research population of this study is the UG & PG
students of the various departments of Assam University Silchar, where the age group of the
students for the study is 21-25 years. In this research questionnaire is used as a research tool.
3.3.1 Method of survey
Research is conducted through the questionnaire process. Data is collected from the UG & PG
students of Assam University students. The research is conducted with the age of 21 to 25 years
of students comprise of both male and female.
3.3.2 Research sample
For this study as a research sample 50 students were taken.
3.3.3 Study area

Page 24 of 65
The study area for this research is the various departments of the Assam University Silchar.
3.4 RESEARCH OBJECTIVES
1. To study the impact of the Advertisements on the brand preference of consumers.
2. To study the consumer perception regarding the most effective media for Advertisements.
3. To study the impact of the celebrity endorsement on the consumer buying behavior.
3.5 LIMITATIONS
1. The study is limited to the students of Assam University, Silchar.
2. The study is confined to the students those who are presently studying in the University.
3. The study is conducted within short period of time.

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Chapter -4
Data analysis
4.1 DEMOGRAPIC FEATURES
Demographic features obtained from research and results are shown in below table.

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Demographic features
Gender No Percentage
Male 22 44%
Female 28 56%
Total 50 100%
Marital status No Percentage
Single 50 100%
Marred 0 0%
Total 50 100%
Education qualification No Percentage
UG 2 4%
PG 48 96%
Total 50 100%
Age No Percentage
21+ 2 4%
22+ 8 16%
23+ 24 48%
24+ 10 20%
25+ 6 12%
Total 50 100%
4.2 DATA ANALYSIS AND TATULATION
1. People watch advertisements
Responses Frequency Percentage
Yes 46 92%
No 4 8%
Total 50 100%

Page 27 of 65
The above table indicates that 92% respondents says that they watch advertisements and rest 8%
says that they do not watch advertisements. Where the results is combined with the response
from both male and female of PG students from different department of Assam University
Silchar.
Table 2
2. People watch commercial advertisements
Response Frequency Percentage
Yes 48 96%
No 2 4%
Total 50 100%
92%
8%
0
1
2
3
4
5
6
7
8
9
10
yes No
Watching habits of advertisements

Page 28 of 65
Above table shows that 96% of the total respondents watch the commercial advertisements and
rest 6% respondents do not watch commercial advertisements. It indicates that majority of the
people watch commercial advertisements.
Table 3
3. People like commercial advertisements
Yes 40 80%
No 10 20%
Total 50 100%
96%
4%0
20
40
60
80
100
120
Yes No
Watching habits commercial advertiseents

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The above table shows the majority of the respondents from PG, UG students says they like
commercial advertisements. The majority answers stands 80% and 20% respondents says they
do not like commercial advertisements.
Table 4
4. Types of commercial advertisements people like.
Types Responses Percentage
Rational 20 40%
Fear 2 4%
Social welfare 14 28%
Emotional 5 10%
Cool 5 10%
Scientific 4 8%
Total 50 100%
80%
20%
0
10
20
30
40
50
60
70
80
90
Yes No
People like commercial ads

Page 30 of 65
The above table deals with the types of commercial appeal advertisements liked by the people
and the results is mixed with multiple choices. The above table indicates that Rational
commercial ads has the highest influence i.e 40% respondents says that they like rational
commercial appeal advertisements, 4% respondents says they like fear commercial appeal, where
28%o respondents choosed social welfare commercial appeal, 10% chosen emotional
commercial appeal, cool commercial appeal is liked by 10% of total and rest 8% respondents
says they like scientific commercial appeal. It indicates that majority of the total respondents like
rational commercial appeal where second type of commercial appeal is social welfare and fear
commercial appeal having the lowest popularity.
Table -5
People get information after viewing a commercial advertisements.
Yes 42 84%
No 8 16%
Total 50 100%
40%
4%
28%
10% 10% 8%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Rational Fear Social welfare Emotional Cool Scientific
Types of commercial ad people like

Page 31 of 65
The above table indicates that 84% of the total respondents gets information after viewing the
commercial advertisements and only 16% respondents says they do not get information by
commercial advertisements.
Table 6
1. Do you get entertainment after viewing a commercial advertisements
Yes 43 86%
No 7 14%
Total 50 100%
84%
16%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Yes No
Get information by commercial ads

Page 32 of 65
Above table indicates that 86% respondents says they get entertainment after viewing
commercial advertisements and 14% respondents says that they do not.
Table 7
People get educational information after viewing commercial advertisements.
86%
14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes No
Get entertained by commercial ads
60%
40%
0%
10%
20%
30%
40%
50%
60%
70%
Yes No
Get educational informmation by commercial ads

Page 33 of 65
The above table shows that 60% of UG and PG students says they get educational information
after viewing commercial advertisements and rest 40% says they do not get any educational
information after viewing commercial advertisements.
Table 8
People purchased commercially advertised branded product
Responses Frequency Percentage
Yes 15 30%
No 10 20%
Only when quality is important 13 26%
Rarely 12 24%
Total 50 100%
The above table indicates that 30% of the respondents says they purchased branded product
where 20% respondents says they do not purchased, 26% of the respondents says they only
purchased branded product when its quality is important and 24% respondents says rarely they
purchased any branded product.
30%
20%
26%
24%
0%
5%
10%
15%
20%
25%
30%
35%
Yes No When Quality is important Rarely
Buying behavior of comercially advertised branded
products

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Table 9
Why people purchased commercially advertised produced.
Branded 5 10%
Good quality 19 38%
Easily available 1 2%
Product warrantee 8 16%
Celebrity endorsement 3 6%
Style 6 12%
Aesthetics 1 2%
Offers/discount 7 14%
Total 50 100%
Reasons for buying comercially advertised branded products
We purchase branded products for various reasons, the above table is deals with the why people
buy commercially advertised branded products and the results comes with the different choices.
The above table showing that 10% respondents says they purchase commercially branded
10%
38%
2
16%
6%
12%
2%
14%
0%
5%
10%
15%
20%
25%
30%
35%
40%

Page 35 of 65
product because it is branded where other reasons are 38% respondents says they purchased
because of its good quality, 4% for its easy availability 16% respondents says the purchased for
the product warrantee 6% respondents says they purchased because of its style where 4%
respondents says for aesthetics and 14% of the respondents says they purchased commercially
advertised products because of offers and discount.
Table 10
People purchased branded product after viewing its advertisement
Yes 26 52%
No 9 18%
Sometimes 12 24%
Not sure 3 6%
Total 50 100%
52%
18%
24%
6%
0%
10%
20%
30%
40%
50%
60%
Yes No Sometimes Not sure
Chart Title

Page 36 of 65
The above table indicates that 525 respondents says that they have purchased branded product
after viewing its advertisements where 185 respondents says no and 24% of the total
respondents says that sometimes they have purchased branded produced after viewing its
advertisements and rest 6% -respondents says they are not sure about it.
Table 11
Loyal to their brand
Yes 12 24%
No 8 16%
Sometimes 25 50%
Not sure 5 10%
Total 50 100%
This table deals with the loyalty about the brand where 24% respondents says that they are loyal
to their brand and 16% respondents says that they are not loyal to their brand where majority of
24%
16%
50%
10%
0%
10%
20%
30%
40%
50%
60%
Loyal of the brands

Page 37 of 65
the respondents says that sometimes they are loyal to their brand and only 10% respondents says
they are not sure.
Table 12
People care about using brands in your daily life
Always 6 12%
Sometimes 26 52%
Not much 14 28%
Never 2 4%
Not sure 2 4%
Total 50 100%
The above table indicates that 12% respondents are always cares about using branded products in
their daily life. Majority of the respondents says that sometimes they are care about the using of
branded products in daily life , 28% respondents says that they are not much cared about using
branded product in daily life where 4% respondents says that do not cares about using branded
products and 4% also says that they are not sure.
Table 13
Which is the following help a good brand image
12%
52%
28%
4% 4%
0%
10%
20%
30%
40%
50%
60%
Always Sometimes Not much Never Not sure
Care about using branded products in dailylife

Page 38 of 65
Quality 32 64%
Communication strategies 6 12%
Competitive pricing 2 4%
Good value added service 8 16%
Free trails and discount 2 4%
Total 50 100%
The above table about the factor to creation good brand image here brand quality is got the high
influence. 64% respondents says that quality of the brand helps if create good brand image, 12%
says communication strategies 4% respondents says competitive pricing where 16% says that
good value added service helps in good brand image and 4% respondents says that free trails
and discount helps in creating good brand image.
Table 14
Does popular celebrities help the brand get good publicity?
Yes 20 40%
No 6 12%
Sometimes 20 40%
Not sure 4 8%
Total 50 100%
64%
12%
4%
16%
4%
0%
10%
20%
30%
40%
50%
60%
70%
Quality communication
strategies
Competitive pricing Good value added
service
Free trails and
discount
factors helps in good brand image

Page 39 of 65
This table indicates that 40% respondents says that popular celebrity help the brand to get good
publicity, 12% respondents says against of this statement, they says celebrities do not help the
brand to get good publicity. Where 40% says that sometimes popular celebrity helps to get good
publicity and 8% says that they are not sure about it.
Table 15
Reasons behind preferring branded products
Brand name 10 20%
Quality 22 44%
Quantity 2 4%
Price factor 6 12%
Mouth publicity 5 10%
By viewing ads 5 10%
Total 50 100%
40%
12%
40%
8%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Celebrities helps in get good brand publicity

Page 40 of 65
This table shows that 20% respondents prefer brands because of “brand name” and majority of
the respondent’s i.e. 44% respondents says that they prefer a brand for its “quality” where 4%
says for “quantity” 12% says the reason for preferring a brand is its “price factor” , 10%
respondents says that they prefer a because they are influence by the mouth publicity of the
brand and also 10% says that they prefer a brand by viewing the advertisements.
Table 16
What is the trustable source for the brand advertisements?
Television 18 36%
Newspaper 2 4%
Magazine 10 20%
Internet 14 28%
Mouth publicity 6 12%
Total 50 100%
20%
44%
4%
12% 10% 10%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Brand name Quality Quantity Price factor Mouth publicity By viewing ads
Reason for prefering brand

Page 41 of 65
This table is about which is trustable source for the brand advertisements where 36% respondents
says that television is more trustable source than other, 4% respondents says in favor of
newspaper where 20% respondents says about magazine is the trustable source for the brand
advertisements and 28% respondents says about internet for trustable brand ad source and rest
12% respondents says about mouth publicity.
36%
4%
20%
28%
12%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Television Newspaper Magazine Internet Mouth publicity
Trustable source forthe brand advertisements

Page 42 of 65
Table 17
Favorite brands
Brands Frequency
Apple 15
Samsung 13
Sony 5
Asus 5
Lenovo 5
Reebok 3
Fastrack 14
LG 3
Puma 8
Fling machine 3
Iball 4
Levies 13
Roadster 3
Adidas 7
Dell 5
HTC 5
Lee cooper 8
Loreal 3
Garnier 4
Lakme 8

Page 43 of 65
Table 18
Statements
Statement Strongl
y agree
Agre
e
Neutral disagree Strongly
disagree
Do you think advertising makes a strong
perception about the brand of the product in
your mind?
4 36 6 2 2
Do you think the attributes about the
branded product shown in the advertising
are true?
1 8 31 7 3
Do you think use of celebrities in the
commercials effects your buying decisions?
2 16 10 20 2
Do you agree that for most types of
products, the differences among competing
brands are insignificant and unimportant to
consumers?
1 18 17 12 2
Statement 1
Do you think advertising makes a strong perception about the brand of the product in your mind?
Strongly agree 4 8%
Agree 36 72%
Neutral 6 12%
Disagree 2 4%
Strongly disagree 2 4%
Total 50 100%

Page 44 of 65
The above statement is about do advertisements makes a strong perception about the brand of the
product in the mind of the people. In the above statement 8% respondents strongly agree about
this statements where 4% respondents also disagree about this statements. 12% respondents says
they neither agree nor disagree that advertisements makes a strong perception about the brand of
the product in the mind of the people. This table also indicates that 72% respondents agree that
advertisements makes a strong perception about the brand of the product and 4% respondents
disagreed.
Statement 2
Do you think the attributes about the branded product shown in the advertising are true?
Response Frequency percentage
Strongly agree 1 2%
Agree 8 16%
Neutral 31 62%
Disagree 7 8%
Total 50 100%
8%
72%
12%
4% 4%0%
10%
20%
30%
40%
50%
60%
70%
80%
Strongly agree Agree Neutral Disagree Strongly disagree
Statement no. 1

Page 45 of 65
This table indicates that 2% respondents strongly agreed that the attributes about the branded
products shown in the advertisements are true and 14% strongly disagreed. 62% respondents are
neither agreed nor disagreed about the above statements where 16% respondents says that they
agree this statement and also 14% disagreed that the attributes about the branded product shown
in the advertisements are real.
Statement 3
Do you think use of celebrities in the commercials effects your buying decisions?
Strongly agree 2 4%
Agree 16 32%
Neutral 10 20%
Disagree 20 40%
Total 50 100%
2%
16%
62%
8%
14%
0%
10%
20%
30%
40%
50%
60%
70%
Statement no.2

Page 46 of 65
In this above statement 32% respondents agreed that use of celebrities in the commercials
advertisements effects their buying decision where 40% respondents disagreed that statement.
20% respondents says that they are neutral neither they agreed nor disagreed this statement
where 45 respondents strongly agreed and also 4% respondents disagreed.
Statement 4
Do you agree that for most types of products, the differences among competing brands are
insignificant and unimportant to consumers?
Strongly agree 1 2%
Agree 18 36%
Neutral 17 34%
Disagree 12 24%
Total 50 100%
4%
32%
20%
40%
4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
statement no.3

Page 47 of 65
To discuss the above statement 36% respondents says that they are agree that they are agree that
for most types of products the differences among competing brands are insignificant and
unimportant to consumers which is disagreed by 24% respondents. 34% respondents says
neither they agree nor they disagree this statement and 2% respondents are strongly agreed that
for most types of products the differences among competing brands are insignificant and
unimportant to consumer where 4% respondents strongly disagreed.
2%
36%
34%
24%
4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Statement no.4

Page 48 of 65
Summary of data
Section-A
Demographic analysis
In the demographic section the questionnaire is filled up by the students of various
departments of Assam University Silchar both UG & PG students. The age group of the
students are 21 years to 25 years. Data is collected from from both and female students.
Section-B
General attitudes
People watch advertisement
Yes
No
46
4
People watch commercial advertisements
Yes
No
48
2
People like commercial advertisements
Yes
No
40
10

Page 49 of 65
Types of commercial advertisements people likes
Types
frequency
Rational
20
Fear
2
Social welfare
14
Emotional
5
Cool
5
Scientific
4
Do you get information after viewing a commercial advertisements
Yes
No
42
8
Do you get entertainment after viewing a commercial advertisements
Yes No
43 7
Do you get educational information after viewing a commercial advertisements
Yes
No
40
10

Page 50 of 65
Do you buy commercially advertised branded products
Yes
15
No
10
Only when quality is important
13
Rarely
12
Why people buy commercially advertise branded products
Branded 5
Good quality 19
Easily available 1
Product warrantee 8
Celebrity endorsement 3
Style 6
Aesthetics 1
Offers/discount 7
Have you ever purchased a branded product because of its advertisement?
Yes
26
No
9

Page 51 of 65
Sometimes
12
Not sure
3
1.
Are you a loyal to your brand
Yes
12
No
8
Sometimes
25
Not sure
5
2.
How much do you care about using brands in your daily life
Always
5
Sometimes
15
Not much
8
Never
1
Not sure
1
3.
Which of the following according to you help a good brand image
Quality
18
Communication strategies
4
Competitive pricing
1
Good value added service
5
Free trails and discounts
2
Others

Page 52 of 65
4.
Does popular celebrities help the brand get good publicity
Yes
12
No
4
sometimes
12
Not sure
2
5.
Why do you prefer a brand
Factor
Response
Brand name
6
Quality
14
Quantity
1
Price factor
4
Due to mouth publicity by neighbor and
friends
2
By viewing advertisements
3
others
6.
Which is the trustable source for the brand advertisements
Category
Response
Television
13
Newspaper
1
Magazine
5
Radio
0
Internet
8

Page 53 of 65
Mouth publicity
3
7.
Which is the favorite brands
Brands
frequency
Apple
15
Samsung
13
Sony
5
Asus
5
Lenovo
5
Reebok
3
Fastrack
14
LG
3
Puma
8
Fling machine
3
Iball
4
Levies
13
Roadster
3
Adidas
7
Dell
5
HTC
5
Lee cooper
8
Loreal
3
Garnier
4
Lakme
8

Page 54 of 65
In this table the data is collected from the 50 respondents where they have choosed those brands
frequently. Where some famous international brands like Apple, Fastract, Samsung Puma, levis
got more responses. The majority of the respondents like those named brand as their favorite
brand.
4.3 FINDINGS
The research findings are that the effects of commercial ads have a direct impact on consumer
brand preference
1. It is clear from the analysis that the cool rational commercial appeal advertisements are
more effective than others types like fear, scientific etc.
2. Majority of the viewer’s prefer the branded product for its good quality as shown in the
commercial ads.
3. The study found that majority respondents says that products quality helps a good brand
image
4. The study found that TV and internet are the more trustable source for the brand
advertisements
5. The study found that Apple, Samsung, Fastrack, Puma, Levis are the most popular
brands.

Page 55 of 65
Section-C
Statements
 In this section, statement no 1 indicates that majority people agreed that
advertisement makes a good perception about the brand in the mind of the people. It
means that the buying behavior of the consumer depend on how advertisement
present a product to the consumer.
 In the statement no 2, data found that majority people agreed that the attributes about
the branded product shown in the advertisements are true. It means that majority
consumer believe that what is shown about the branded product in their promotion are
real.
 in the statement 3, one sixth people agreed that they get influenced by the celebrities
about the brand or use of celebrities in the commercial are effect in their buying
behavior where one fifth people disagreed that it does not effect in their buying
decision.
SL
N
O
Statement Strongly
agree
Agree Neutral disagree Strongly
disagree
1 Do you think advertising makes a
strong perception about the brand
of the product in your mind?
4 36 6 2 2
2 Do you think the attributes about
the branded product shown in the
advertising are true?
1 8 31 7 3
3 Do you think use of celebrities in
the commercials effects your
buying decisions?
2 16 10 20 2
4 Do you agree that for most types
of products, the differences among
competing brands are insignificant
and unimportant to consumers?
1 18 17 12 2

Page 56 of 65
 In the fourth statement majority of people agreed and also neutral about that in most
types of products the differences among competing brands are insignificant or
unimportant to them.
4.4 RESEARCH QUESTION ANALYSIS
Q. No 1- According to the data founded by this study it can be said that advertisement has a great
influence on consumer brand behavior. The majority respondents says they get influenced by the
rational and social welfare advertisements.
Q. No 2- In this research it is found that commercial advertisements do not have much adverse
impact on consumer just 40% respondents says that they do not get any educational information
form advertisements.
Q. No 3- In this study the founded data indicates that the majority of the people says television
and internet are the much effective medium than others.
Q. No 4- In this study it is found that celebrity endorsement do not effect in their decisions.
Q. No 5- The results of the study showing that the majority consumer prefers brands for its
quality.

Page 57 of 65
Chapter-5
Conclusion and Recommendations

Page 58 of 65
5.1 CONCLUSION
Advertisements plays a vital role in the consumer brand preference as there is a competition
between the various brands. It has been concluded that the majority 0f the people buy branded
product for its quality so advertisements should put more emphasis on its quality rather than the
looks and design of the product. The advertisement should also convey the information and
present the real image to the viewers while promoting for a product. Celebrity endorsement also
impact on the buying decision sometimes consumer do not look the quality of the product they
just see the celebrity engaged with this product in this case celebrity should have to promote
those product which are real. This study found that television and internet net are the more
trustable source for the commercial brand advertisements. Television and internet are the
medium where majority of the population in the world are dependent. Proper and real
commercial brand advertisements in those medium will help the brand to increase and globalize
their market. The study will help firms understand the importance of advertising. It will also
enable them structure their adverts and brands to make them more appealing in order to improve
sales and lead to better performance. As this study gives a clear insight into how advertisement
can influence consumer behavior, many firms will be encouraged into using adverts to market
their products. The findings and recommendations of this study will go a long way in helping
firms to adopt good advertising strategies, and appealing brand designs to help get more
consumers for their products and services. This study is going to help the companies to put more
emphasis on the trustable source of the commercial advertisements and also increase the
awareness about the products in the online platforms as many people liked the online platform as
a trustable source of the commercial ads and it also having good number of users are engaged
with internet for their various activity and also using social media websites such as Facebook,
YouTube etc.

Page 59 of 65
5.2 RECOMMENDATION
1. The commercial brand advertisement should present the reality of the products in their
promotion.
2. To increase the belief of commercial ads they should involve the existing customers in to
the ads.
3. Celebrities involvement should be about the real product, i.e. celebrities should inquire
about the product before its promoting
4. The advertisers should present the ads in proper way, it means they should not hurt the
feelings of the viewers.
5. The commercial ads TV should educate, entertain and convey information to the viewers
for their better life style.

Page 60 of 65
(Bolatito, 2012) (Raj, 2005) (Bolatito, 2012) (Dr.A.
VinayagaMoorthy ,Mr.P.Madevan , 2014, pp. 8-76) (Singh,
2012, pp. 147-160) (Vivekananthan) (Sawant, 2012) (Venkata
Ramamurthy K ,Gopinath Marella,K.S.V.Kiran Kumar , 2013)
(Dr. P. Sadhasivam1, 2015) (Bisht, 2013)
References
Bisht, S. (2013). IMPACT OF TV ADVERTISEMENT ON YOUTH PURCHASE DECISION
- LITERATURE REVIEW . International Monthly Refereed Journal of Research
In Management & Technology , 148-153.
Bolatito, O. (2012). Effects of advertising on consumer preference for
telecommunication firms in Nigeria. 5.
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APPENDIX
Questionnaire
A study on
EFFECTS OF COMMERCIAL ADVERTISEMENTS ON CONSUMER BRAND
PEFERENCES
Name (Optional)-
Age-
Gender-
Department-
1. Do you watch Advertisements? a) Yes b) No
2. If yes, do you watch Commercial Advertisement? a) Yes b) No
3. Do you like Commercial Advertisements? a) Yes b) No
4. If yes, what type of Commercial Appeal Advertisements do you like? a) Emotional
b) Rational c) Fear d) Social Welfare e) Cool
g) Scientific h) Any Other________________________
5. Do you get information after viewing a Commercial Advertisement? A) Yes b) No
6. Do you get entertainment after viewing a Commercial Advertisement? a) Yes b) No
7. Do you get educational information after viewing a Commercial advertisement?
a) Yes b) No
8. Do you buy Commercially Advertised branded products?
(a) Yes. (b) No (c) Only when quality is important. (d) Rarely
9. If yes, why do you buy Commercially Advertised branded products?
a) Branded
b) Good Quality
c) Easily available
d) Product Warrantee

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e) Celebrity Endorsement
f) Style
g) Aesthetics
h) Offers/ discounts
i) Any Other…………………………………………………………………………………………………………………
10. Have you ever purchased a branded product after viewing its advertisement?
a) Yes
b) No
c) Sometimes
d) Not Sure
11. Are you a loyal to your brand?
a. Yes
b. No
c. Sometimes
d. Not Sure
12. How much do you care about using brands in your daily life? a) Always
b) Sometimes c) Not much d) Never e) Not sure
13. Which of the following, according to you help a good brand image?
a. Quality
b. Communication strategies
c. Competitive pricing
d. Good value added service
e. Free trails and discount
f. Any other, please specify…………………………………………………………………………………………
14. Does popular celebrities help the brand get good publicity?
a. Yes
b. No
c. Sometimes
d. Not sure
15. Why do you prefer a brand?
Sl. No. Responses Please tick
1 Brand name
2 Quality
3 Quantity
4 Price factor

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5 Due to mouth publicity by neighbor and Friends
6 By viewing advertisements
7 Any other
16. Which is the trustable source for the brand Advertisements
Sl. No. Responses Please tick
1 Television
2 Newspaper
3 Magazine
4 Radio
5 Internet
6 Mouth publicity
7 Any Other
17. Which is your favorite Brand, Please tick. (Please give options)
Brands Tick mark Brand Tick mark
Apple Leies
Samsung Roadster
Sony Being human
Micromax MI
Asus Adidas
Lenovo Jack Jones
Bata Redmi
Reebok Dell
Fastrack HTC
LG Lee cooper
Puma Loreal
Fling machine Garnier
iball Lakme
Intex Dove

Page 65 of 65
Others
18. Please tick the box to indicate your degree of agreement for each statement below:
Statement Strongly
agree
Agree Neutral disagree Strongly
disagree
Do you think advertising makes a strong
perception about the brand of the product in
your mind?
Do you think the attributes about the branded
product shown in the advertising are true?
Do you think use of celebrities in the
commercials effects your buying decisions?
Do you agree that for most types of products,
the differences among competing brands are
insignificant and unimportant to consumers?
Thank you

Dissertation- final. Basab

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