A PROJECT REPORT ON

“IMPACT OF ADVERTISING ON CONSUMER PURCHASE

DECISION”

Submitted in partial fulfillment of requirement for the award of the Degree of

BACHELOR OF COMMERCE
Submitted to

Osmania University
Hyderabad
By
1. Sangeetha Choudhary (208621401132)
2. Y.Keerthana (208621401133)
3. V.Ajay kumar (208621401134)
4. G.Sai suhas (208621401135)

Under the guidance of

Mr. RAVINDER REDDY

Associate Professor

AVINASH COLLEGE OF COMMERCE

(Affiliated to Osmania University)
L.B. Nagar, Hyderabad
[2021 – 2024]
 AVINASH COLLEGE OF COMMERCE
(Affiliated to Osmania University)

L.B. Nagar, Hyderabad

Department of Commerce

Certificate

This is to certify that the Project Report titled “IMPACT OF ADVERTISING ON

CONSUMER PURCHASE DECISION ” is the Bonafide work done by

SANGEETHA CHOUDHARY , Y.KEERTHANA , V.AJAY KUMAR , G.SAI SUHAS

bearing the Hall Ticket No’s: 208621401132, 208621401133, 208621401134, 208621401135
submitted in partial fulfillment of requirements for the award of the degree of BACHELOR OF
COMMERCE of Osmania University, Hyderabad during the academic year 2021- 2024.

Place: L.B. Nagar, Hyderabad

Date:

Internal Guide External Examiner

Principal

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 DECLARATION

We hereby declare that the Project work entitled “IMPACT OF ADVERTISING ON

CONSUMER PURCHASE DECISION”submitted to Department of Commerce,
Avinash College of Commerce, L.B. Nagar, Hyderabad (affiliated to Osmania University) is a
Bonafide record of original work done by us under the guidance of Mr. Ravinder Reddy and
this project work is submitted in the partial fulfillment of the requirements for the award of the
degree of BACHELOR OF COMMERCE. This record has not been submitted to any other
University or Institute for the award of any degree or diploma.

Place:

Date:

SANGEETHA CHOUDHARY (208621401132)

Y.KEERTHANA (208621401133)

V.AJAY KUMAR (208621401134)

G.SAI SUHAS (208621401135)

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 ACKNOWLEDGEMENT

We would like to express sense of gratitude to our Management, Dr. Neetu

Sachdeva, Principal, Avinash College of Commerce, L.B. Nagar, Hyderabad.

We thank our Guide, Mr. Ravinder Reddy for her valuable guidance and support
in completing the project. We also thankful to the entire faculty members of our
college for their kind co-operation.

Lastly, We would like to express our love and affection to our beloved parents and
best wishes towards our classmates providing us the moral support and
encouragement.

Date:

SANGEETHA CHOUDHARY

Y.KEERTHANA

V.AJAY KUMAR

G.SAI SUHAS

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 ABSTRACT

Advertising bridges the gap between companies and their target. It creates a

platform that provides an opportunity to introduce a new product or remind consumers about

existing products. Consumers often judge the satisfaction they derive from using the product

to what is portrayed in the advertisement. From the consumer’s point of view, the purpose of

advertising is to obtain information about goods and services that are available for sale .

Consumers take the careful decision to patronize products and services based on several

reasons they consider as important. This research has the ultimate objective to examine the

impact advertising has on the consumer’s decision to purchase a product. Despite the key role

of advertising on consumer buying decision, other factors such as product packaging, quality,

endorsement from previous users and sometimes product esteem influences the consumer’s

stage of taking action towards a product. It is important to the seller for advertising to

establish a trade name, slogan or product image. Companies employ the advertising function

to convince people to develop interest and patronize it. The major role of this function is

realized in brand positioning. According to Sabruto Senupta, a celebrated Indian author as

cited by Jethwaney and Jain, advertising involves the perception it brings about in the mind

of the target consumer. This is what can result in the consumer’s action of patronizing the

product or services.
 CONTENTS
CHAPTER CHAPTER TITLE & CONTENTS PAGE
NO. NO.

I INTRODUCTION
1.1. Background Of the Study
1.2. Need And Importance
1.3. Objective
1.4. Scope of the study
1.5. Limitation of the study

II REVIEW OF LITERATURE
2.1. National Reviews
2.2. International Reviews

RESEARCH METHODOLOGY
3.1. Methodology
III 3.2. Primary Data
3.3. Secondary Data
3.4. Sample Size
3.5. Age group
3.6. Gender
3.7. Sampling Techniques
3.8. Survey Method

IV COMPANY PROFILE
4.1. Coca cola
4.2. Pepsi
4.3. Mountain Dew
4.4. Fanta

5
V RESEARCH DATA ANALYSIS AND
INTERPRETATIONS

VI FINDINGS ,SUGGESTIONS AND CONCLUSIONS

6.1. Findings
6.2 Suggestions
6.3 Conclusions

REFERENCES ,BIBLIOGRAPHY & ANNEXURE

QUESIONNAIRE

6
 LIST OF TABLES
Distribution of Respondents based on Age 39

Distribution of Respondents based on Gender 40

Distribution of Respondents based on Religion 41

Distribution of Respondents based on Monthly Income 42

Distribution of Respondents based on Employment 43

Distribution of Respondents based on Educational 44

Qualification

Distribution of Respondents based on their usage in 45

Online Shopping

Distribution of Respondents on the basis Commodities they Purchase through 46

Online Shopping.

Distribution of Respondents based on their Preference on Shopping Method 46

Distribution of Respondents based on Satisfaction Level of Online Shopping. 47

Distribution of Respondents based on Problems Faced 48

Distribution of Respondents based on Proficiency on the Internet. 49

Distribution of Respondents based on Favourite Online 50

Shopping Sites

Distribution of Respondents based on Amount of 51

Spending

7
Distribution of Respondents based on Criteria Focussed 52
During Online Shopping

8
9
 CHAPTER 1

INTRODUCTION
IMPACT OF ADVERTISING ON CONSUMER PURCHASE
DECISION

10
 1.1 BACKGROUND OF THE STUDY

Advertisement is a method of communication that provides viewers with information and

influences their decision to purchase an item or service. It is recognized as an essential
element for the financial development of business owners and organizations. Marketing
generally refers to a type of exposure or advancement that is bought by marketers and
disseminated through an array of modern and traditional media, such as blog posts, text
messages, andinternet pages, as well as traditional media such as magazines, television,
billboards, journal mail, and advertising radio. When it pertains to developing fresh
commercials, marketers consistently adapt to shifting commercial demands. Industrial
upheaval’s development of the movement of manufactured commodities significantly
increased the use of advertisements in the course of the twentieth century.

However, businesses at the time did not frequently use advertising. Advertisements
predominated in newspapers, radio, posters, and broadcasts in the latter part of the 1980s. In
the modern era, firms are putting more and more emphasis on online advertising . Companies
are working very hard on their web and mobile promotional strategies that may soon surpass
television advertising. Nowadays, most large, regional, and global firms actively participate
in digital marketing.

Consumers exhibit purchasing behaviour as consumers when they search for, spend, utilise,
evaluate, and dispose of products that they feel will satisfy their needs.Customer purchasing
behaviour outlines the techniques used whenever individuals or teams choose, gather, utilise,
or dispose of items, ideas, or encounters that correspond with their necessities and tastes.
Most of the time, a consumer’s buying behaviour is affected by their perception of an item’s
advertising. High-quality marketing has a higher chance of convincing an audience to buy a
product versus a poor- quality one.

The primary concern of managers is maintaining customer interest in the products they sell
through advertising expenditures. Additionally, they must comprehend the factors that affect
consumer behaviour. To understand why consumers act in particular manners in various
situations, customer behaviour needs to be examined for successful advertising. Furthermore,
it is critical to comprehend the factors that influence consumer behaviour, notably emotional,
social, and financial ones. Marketing creates commercials that emotionally connect with

11
viewers as well. Strong psychological appeals also create solid brand cues by encouraging
category-based production. When classification is successful, the group’s effects and mental
models are applied to the objective. Consumers try to categorise the brand link with their
present experiences when faced with a large number of products, and they may realign
associations to their perception of a business and opinion of new products.In this way, they
are likely to organise recent information about a particular brand and place it in their
memory.

The analysis of how advertisements affect consumers’ purchasing decisions is an essential

component of the study on marketing. The primary cause is the fact that advertising
significantly affects how consumers perceive items, which in turn affects how they behave
while making purchases. Companies must comprehend how advertising influences buyer
habits to create marketing plans that will boost sales and boost their position. Additionally, it
gives businesses the information they require to figure out how much money to spend on
advertising while still focusing on the right target market. Buyers can learn more about
advertising strategies and make better purchasing choices by researching how advertising
affects consumer behaviour. Additionally, it offers useful insight into customer behaviour,
allowing businesses to monitor the success of marketing efforts and spot patterns of buyer
behaviour. In the end, the investigation of how advertising affects consumer purchasing
behaviour is crucial for businesses as well as buyers, as it will result in enhanced marketing
strategies, more sales, and a greater understanding of customers. desires . Often, advertising
agencies through their advertisements look for building long lasting relationship with people.
As a result, they find out ways to turn one-time purchasers into lifelong customers.

12
Types of Advertisement
A. Print Advertisement

 Newspaper: It is a printed advertisement that is published in Newspaper. These are

still effective.

 Magazine: These are printed ads in local or national Magazines presents high quality
images.

 Directory: Advertisements that appears in a specific types Of directory like companies

place ads in yellow page Directory.

 Outdoor: Advertising done outdoor like billboards, business Vehicles, banners,

interiors and exteriors of buses.

 Transit: Advertisements placed in or on modes of public Transportation like on the

sides of buses, trains & taxis.

 Direct Mail: If you do your research, you can target a specific demographic in direct
mail. You can also measure your result using a variety of methods. Direct mail is
cost-effective and highly individualized to the recipient. Plus, there are many flexible
options based on your criteria.

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B. Media Advertisement

 TV: TV advertising is the sending of promotional message To program viewers.

 Radio: Advertiser pay commercial radio station for air time And in exchange radio
station broadcast advertiser’s Commercial to its listening audience.

 Online: Advertising in which internet is used to deliver Promotional message to

consumers.

 Direct Mail: Advertising in which promotional message is Sent through mail to

current customers or other consumer.

 Mobile: Marketing message is sent through mobile devices Like through SMS.

 Street Furniture: Street furniture advertising may be static or digital. There are many
opportunities including park benches, bus shelters, bike shares, urban panels, and
metro lights.

 Banners: Banners that target or retarget specific audiences. Because they are
stationary or permanent, static advertising is easily maintained.

 Billboards: Billboards are the most common form of outdoor advertising

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C. Territory Advertisement

 Retail: Retail advertising refers to advertising for retail Business in connection of

private business of branches.

 Local: Local merchants who own a single location in a Single market or trade area
engage in local advertising using Local media to reach customers living & working
near their Establishments

 National: National Advertising is any advertising that is Placed by a company

organisation or individual that Operates on a national basis.

 International: International advertising entails Dissemination of a commercial

message to target audience in more than one country.

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1.2 SIGNIFICANCE OF THE STUDY

The investigation into this subject matter is very necessary to both advertisers and consumers.
Advertisement is quite important in the workplace because it is one of the main media
approaches utilised by Different enterprises to communicate with their target audience and
clients. Advertisements for a product or Service are run with the goal of raising attention of
the target audiences, which is what marketers are aiming For .In the unveiling and
advancement of a product or service, advertising plays a critical role. Whether people like It
or not, it is now a requirement for everyone in daily life, whether they are a manufacturer, a
merchant, or a Consumer .Client significance: Because advertising serves such a large
influence in individuals lifestyles, they must be Aware that a new product is available.
Customers will use advertisements to find the proper products and Everything they require.
Individuals can assess and purchase the things that best match their demands after They are
aware of the product’s range . It is significant for sellers and businesses that manufacture
things because it helps to increase sales. It also aids Producers or businesses in identifying
and monitoring progress of their competition. Furthermore, if a company Decides to present
or launch a new product, advertising can increase its prominence and persuade customers to
try it.

In every country, Advertising has proved to be engine of progress, an essential input for
economic Change and vital aid for social usage. Advertising is an existing dynamic and truly
challenging enterprise. It Changes with changing markets, changing life styles, changing
methods of distribution and changing pattern Of consumption. Advertising is an institution
performing essential social and economic facilities. Indeed, Advertising is multidimensional
and different segments of the society are indicted with their individual views. Advertising
industry is a social institution born to full fill the human needs to require and send
Information about availability of product, brand and service. Advertising does two jobs for
business. One is The competitive job to make clear customer. And the equally important is
the indispensable job of creating Consumers. The derive to have a new product in the first
place. Moreover, it is a creative art, a science, a Business, an economic as well as social
institution. Of late, there has also been a widespread feeling that Advertising is a form of
communication, meant to exploit the consumers.

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 1.3 OBJECTIVES OF THE STUDY

The present study has framed the following objectives. They are

 To study the demographic profile of consumers.

 To study the impact of advertisement on buying behavior.
 To offer suggestions based on the study
 Inform consumers on how advertisers try to persuade them to purchase their products.
 Inform producers, companies and marketing organizations and advertising agencies if
their strategies are effective.
 Inform Advertisers about their level of impact on the buying power of the Consumer.

study the
demographic
profi

Inform offer
Advertisers suggestions

OBJECTIVES

study the
Inform
impact of
consumers
advertisement

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 1.4 SCOPE OF THE STUDY

 This study based on response given by the Respondents in a Specific area.

 Further research can be undertaken by considering other Brands and other districts

and states for the study.

 A sample of about 60 people selected from the target population. This research
conducted Within the geographical boundaries of HYDERABAD, TELANGANA

1.5 LIMITATION OF THE STUDY

The research seeks to go as far as to identify the extent to which advertising influences the

Consumer. However, it was limited by factors such as;

a) Inadequate time.

The project submission deadline hindered the researcher’s ability to gather enough

Information from all relevant sources. Also, during the time of conducting this study,

The researcher was engaged in other academic activities.

b) Lack of enough funds and resources.

This research used only sixty-five (65) respondents out of the accessible population of

One hundred and six (106). This was due to the limited budget available to the

Researcher.

c) The possibility of some respondents giving false answers.

The data collected with questionnaires is what the researcher used to analyze and

Reach his conclusions. The disadvantage of some respondents giving untrue answers

May hinder the total validation of discussions and conclusions

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 CHAPTER 2

REVIEW OF LITERATURE

19
 2.1 NATIONAL REVIEWS

The researcher has done literature review on various National Publications, Articles, Journals
Which are described below:

1. Bikhchandani (1998)

In their research describes whether or not shoppers shall purchase a product and whether or
not they suggest product to others. These are generally used as parameters for buy aim. The
take a look at moreover reveals the end result of understanding cascades on social media
through exceptional product attributes is unconditional with special involvement strengths by
buyers. It concludes that the buyers try to reveal definitely specific tiers of involvement in
special situations anywhere they face with logo buying and recommending to others.

2. Manju Ahuja (2003)

In their article, centred on investigating the elements that influence the buying behaviour and
Surfing behaviour of consumers in the course of on line buy mainly, the look at has been
performed about the consumers using enterprise-to-client web sites. The researchers
additionally investigated buying options of consumers with varied demographic profiles
which may reveal distinctive shopping for procedures and client behaviours for a particular
elegance of products and services. Social media is the handiest elements that have an impact
on buying behaviour of clients.

3. Muhammad Shafiq Gul (2004)

In the evaluation, the researchers targeting finding the connection of social media and buying
behaviour of consumer. The observe concerned the scholars of academic institutes of
Karachi. Round hundred and sixty questionnaires were replied by the scholars. The examine
reveals That there is no sturdy relationship between purchaser shopping for behaviour and
social Media. (Muhammad Imran Khan Muhammad Shafiq Gul, 2004)

4. Ram sunder (2011)

In their look at says that shoppers‟ selections are stimulated closely by way of on-line
Manufacturers. Opinion of purchasers will have an effect on each other. This form of opinion

20
Via other purchasers influences the repurchases. So, customers are moving to internet to get
Extra information for his or her buying choice.

5. Dehghani (2013)
Their study analyses the understanding inheritance on consumer’s motion and reputation of
emblem. Information inheritance on the social media take place once someone observes
behaviour of others and make a comparable choice that different humans have already made.
The expertise cascade is frequently used for one among 2 outcomes on shoppers,
understanding cascading reasons the brand to appear high or low in consumer purpose on
shopping and additionally might also have an impact on consumers believe on logo. The
study targets at customers who have trust on brand photograph. These types of customers are
prompted by selection taken through others. (H. Choubtarash Dehghani, 2013)

6. Teena Bagga (2013)

The have a look at analyses the inner and outer elements of client’s online buying behaviour.
An established shape was used and a survey was carried out with hundred samples.
Questionnaires were sent through the mail and additionally posted thru on line net pages and
have been replied by way of the respondents themselves. The statistical evaluation observed
seven important elements that govern the purchaser’s buying behaviour. These seven factors
had been: would love for social conversation, internet site attributes, online advertising,
undertaking, comfort, privateness problems and data search. (Bhatt, 2013)

7. Garima Gupta (2013)

In her paper analysed the have an impact on of social media on product buying. The
consequences proved of the real fact that social media have an effect on product shopping for
intentions. Mainly, there's a powerful effect of 3 factors known as records about product, peer
verbal exchange and the level of product involvement on client’s buy intentions with
appreciate to social media. The writer infers that, due to the fact the product is sold thru
online, it can not be tested; perceived records shared approximately the product on social
media and data sharing among peer groups helps consumer’s evaluation at the product and
makes choices for that reason. (Garima, 2013)

21
 8. Geetanjali Naidu (2013)
In their look at analyses the have an impact on of social media in shopping behaviour of
purchaser in Raipur. In keeping with the survey end result seventy-five% of Indian young
people makes use of net for sharing their opinion, views and comment in numerous websites.
The analysis concludes that people use social media widely for amassing records concerning
product. (Agrawal, 2013)

9. Balakrishnan (2014)
This look at finds the have an effect on of social media towards emblem photograph and
shopping for opinion of younger generation. Two hundred questionnaires have been
disbursed to undergraduate college students of universities in Malaysia. The reaction charge
turned into 75 percentage. Three hypotheses and a couple of propositions have been
examined using multivariate evaluation and imply. The end result showed that the internet
communications, on line groups, digital phrase of mouth, and online exposure are successful
in promoting the emblem picture and shopping for goal of consumers through social media
platforms. Those findings notify the managers to reach the more youthful technology
customers social media is the quality-selling device. This analysis offers data to international
sellers in applying social media activities to market their product. (W. J. and Balakrishnan,
2014)

10. Aindrila Biswas (2014)

In her paper, goals to look the have an impact on of social media on client choice behaviour.
Technology popularity version was adopted to discover the social media usage perceptions.
The personnel of the multinational companies in India are the samples for the have a look at.
An equation modelling become used to check the eligibility of the version. The results state
that customers of social media willing to have greater buy aim than the occasional customers.
(Biswas, 2014)

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 2.2 INTERNATIONAL REVIEWS

The researcher has done literature review on various International Publications, Articles, and
Journals which are described below

1. Williams (2000)
In his take a look at screen that social media marketing affects belief, shopper selection
behaviour, shopping for-choice and attitude from pre-purchase facts segment to post-buy
behaviour.

2. Belch and Belch (2003, p120-122)

Described of their have a look at that at a few states of affairs in the course of the buying
method, customers forestall searching out and comparing statistics before going to the next
stage. At this stage, buyers determine whether or not or not they are able to reap merchandise
or no longer. The buying choice depends at the motivation and impact of other buyers thru
opinions and recommendation.

3. Young Ae Kim et (2007)

Explains in their study that shopping for selections are powerfully tormented by people who
the client knows and believes. Several net buyers ask for the critiques earlier than shopping
for a brand-new product. Internet social groups allow chatting among trusting contributors,
allow customers to share their stories by means of writing reviews and score others‟
opinions.

4. Achille (2008)
This observe suggests that due to evaluations and hints published in diverse social media web
sites through the web buyers has expanded the range of on-line shoppers to 40 percentage
within the past two years. As an effect of social media, through online forty one percent of
customers purchased books, thirty six percentage consumers bought clothes and footwear,
twenty 4 percent consumers purchased video video games and DVDs, twenty 4 percent
clients purchased airline tickets and twenty three percentage purchasers bought gadget.

23
 5. OTX analysis DEI Worldwide (2008)
In their observe, analysed the impact of social media on buying behaviour of clients and a
survey turned into performed amongst us populace, which indicates that customers currently
use social media as excessive information useful resource for brands, businesses, or product.
It additionally concludes that social media outreach with the aid of brands and firms,
specifically if a non-public online representative will make this outreach, are frequently some
distance extra vital on consumer behaviour than commercials or extraordinary promotional
devices.

6. Gursakal (2009)
This observe analyses the influence of media society and the amount of time that clients spent
at the internet and social media. In recent times, consumption tendencies have modified. The
usage of magazines, interviews and catalogues through consumers and dealers are altered by
means of searching on e-mails, net sites and sharing statistics in social media. Due to the
effective position of social media, the time ate up on the internet increases, and clients‟
withdraw from traditional looking strategies.

7. Miller (2010)
In his examine found out that over eleven million buyers use 70% of social networking to
buy various product and offerings. The consumers provide beneficial information regarding
the product and proportion remarks with exclusive clients over social media.

8. Pookulangaran (2011)
In his article states that buying is continually an experience and social media allows the
consumers to connect to folks that are in general strangers. Cultural characteristics influences
on consumers‟ utilization of social media and a wonderful effect on the net shopping for
conduct.

9. Mehmood Rehmani (2011)

Of their analysis, investigated the various social media parameters that substantially
affected the shopping selection of clients. The evaluation gave significance to locate the
affect of social media on the customers buying decision. The authors outlined the targets of
the studies, so that you can comprehend the objectives, a suitable research model is
predicted and studies hypotheses were examined at the model.

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 CHAPTER 3

RESEARCH METHODOLOGY

25
 3.1 METHODOLODY

This study used descriptive research. Descriptive research involves collecting

data that define Events & then organizes, tabulates, depicts, and defines the data collection. It
frequently uses Visual aids such as graphs and pie charts to help the reader in understanding
the data Distribution and therefore presented a better clarification on online advertising &
ultimately Gives a clear picture on the efficiency & reliability of online advertising & its
relationship to Purchase decision. Research is a structured enquiry that utilizes acceptable scientific
methodology to solve

This chapter deals with methods the researcher used in gathering and analyzing data
Collected. As to achieve a good result of this research work, the data collected must be
Reliable, credible and relevant. Therefore, techniques and methods which will be convenient
To use are employed under specific situations to give an accurate, valid and satisfactory
Analysis of data. It includes the research design, the population, the sampling technique, and
The sample size. With regards to data collection procedure, the researcher relied on both
Primary and secondary data.

3.2 PRIMARY DATA

Primary data collected from the feedback of the customers with the help of Quesionnaiare.

3.3 SECONDARY DATA

Secondary data collected from Internet , Journals, Newspapers.

3.4 SAMPLE SIZE

The data collected is a total of 60 people expressing their brand preferences, colour
preferences and price Preferences.

3.3 AGE GROUP

The participants’ ages ranged from 18 to 50 years old, which corresponded to the study’s
target group.

3.4 GENDER

26
The study is not gender specific. Therefore, both male and females participated in the
collection of data.

3.5 SAMPLING TECHNIQUES

The sample covered for the study was of individuals belonging to the 18-50 age group from
Delhi. The Questionnaires were circulated throughout HYDRABAD. Around 60 responses
have been collected for the study. Random Sampling method is adapted for collection of
information relevant to the study. It’s a method of testing In which each sample has an equal
chance of getting selected. It’s one of the simplest ways to collect data from the entire
population. In random sampling, every member of the collection has an equal chance of being
chosen As part of the sampling technique. An unbiased random sample is necessary for
making decisions.

3.6 SURVEY METHOD

The web-survey was sent to the survey’s target population in Hyderabad via social media
platforms like WHATSAPP MESSAGING, FACEBOOK, LINKEDIN, AND GMAIL, which
was easy for both the researcher and the participants.
Questionnaire is the main instrument used in this study. According to the oxford leaner’s
Dictionary (seventh edition), “a questionnaire is a written list of questions that are answered
By a number of people so that information can be collected from the answers.” This is a
Document that asks same questions of individuals in a sample. Thus a questionnaire is a
Technique of data collected where different people are asked to respond to the same set of
Questions in a predetermined order. It includes structured interviews and telephone questions
As well as those in which the questions are answered without an interviewer present. Subjects
Usually record a written response to each questionnaire item Subjects can fill out the
Questionnaire at their convenience and answer the items in any order. They may skip
Questions as well as give unique responses. Questionnaires are used extensively in
Educational research to collect information that is not directly observable. These data
Collection method typically inquires about the feelings, motivations, attitudes,
Accomplishments and experiences of individuals. A wide range of issues can be investigated

27
With questionnaires. Questionnaire is commonly used in quantitative research because it is a
Standardized highly structured and is compatible with the approach.

The questionnaire used is very flexible. There are three basic types of questionnaire. The
Close-ended, open ended and a combination of both (Kumar, 2005). The questionnaire
Contains both close ended and open ended questions. This makes it possible to find out how
Many people use a product or service and what they think of it in the same form The close
ended questions include all possible answers or prewritten response Categories. Respondents
are asked to choose their answer among the options. This type of Question is used to generate
statistics in quantitative research. Also because these follow a set Of format, most responses
can be entered easily into a computer for easy analysis .

The open – ended questions allow respondents to answer in their own words. This
Kind of questions does not contain boxes to tick but instead leaves a blank section for
Respondents to write in an answer. Due to the fact that there are no standard answers to these
Questions, data analysis is more complex. This is because opinions are sought rather than
Numbers. Fewer open-ended questions were included. Whereas closed-ended questionnaires
Might be used to find out how many people use a product or service, open-ended

Questionnaires might be used to find out what people think about a Advertisement.

The research questionnaire seeks to answer questions about;

1. Consumer perception of advertising.

2. Personal experience with advertised products.

3. Satisfaction level after purchasing and using advertised products.

4. Impact of advertisement on the consumer’s buying decision.

28
 CHAPTER 4
COMPANY PROFILE

29
 4.1 COCA COLA

Coca-Cola is a famous global multinational company with mission and vision statements that
guided the company in sustaining leadership amidst the tough competition in the
nonalcoholic industry for more than a century. Since its foundation a century ago, Coca-Cola
has continued to remodel and redefine the beverage industry using its adaptive strategies,
which helped the brand maintain its top performance despite several economic crises over the
years.

Today, one can describe Coca-Cola as a mega-company with a global scope, owning several
subsidiaries, and is one of the leading brands globally. All its accomplishments and accolades
can be attributed to the Coca-Cola mission, vision statements, and core values.

A company’s mission statement deals with the experiences and benefits executed and
extended for the brand. Coca-Cola incorporates its core values to achieve the mission
statement fully effectively. Meanwhile, the vision statement tackles how leadership can
influence the company and its changes to the industry and the target market in general.

Almost all companies see the three principles as guides in streamlining the interests and
operations of all organization members and other stakeholders to align with their overall
goals and aspirations effectively.

30
 VISION
Our vision serves as the framework for our Roadmap and guides every aspect of our
business by describing what we need to accomplish in order to continue achieving
sustainable, quality growth.

can
try.

Portfolio: Bring to the world a portfolio of quality beverage brands that

anticipate and satisfy people’s desires and needs.

Partners: Nurture a winning network of customers and suppliers, together we

create mutual, enduring value.

Planet: Be a responsible citizen that makes a difference by helping build and

support sustainable communities.

Profit: Maximize long-term return to shareowners while being mindful of our

overall responsibilities

Productivity: Be a highly effective, lean and fast-moving organization.

 MISSION
Our Roadmap starts with our mission, which is enduring. It declares our purpose as
acompany and serves as the standard against which we weigh our actions
anddecisions.

optimism and happiness through brands and actions.

31
  TARGETS
The Coca-Cola Company targets a wide consumer base globally. Their primary demographic

includes individuals of various age groups, but they often focus on younger generations for

brand loyalty. Additionally, they aim to reach diverse cultural backgrounds, emphasizing a

universal appeal for their beverages. The company also targets health-conscious consumers

with the introduction of low or no-sugar options in response to changing consumer

preferences.

 OBJECTIVES

1. To engage Coca-Cola in exploring the viability and options for using their distribution

networks in developing countries to distributes “social product” such As oral

rehydration salts (ORS) and related educational materials on health hygiene and

sanitation.

2. To support Coca-Cola and its partners in modeling different scenarios which combine

Coca-Cola’s distribution network with local health initiatives in order to achieve aim.

3. To established a core group of enablers and activists to lead on the different aspect of

this campaign.

4. To monitor the progress of the campaign and ensure that any trials and roll-outs are

effectively monitored and evaluated.

32
 ACHIEVEMENTS

 Identified and repaired compressed air, nitrogen, and CO2 leaks, Saving energy, raw
materials, and CO2 emissions.

 Implemented a recycling program that captures over 98% of all Waste generated at
the facility.

 Reduced water consumption by over 18 million gallons annually Through changes to

the conveyor system, sanitation process Changes, and an inspection procedure to
ensure all water leaks Are fixed, no matter how small.

 Provided empty drums to various organizations for conversion to Rain collection

barrels

33
 4.2 PEPSI CO

PepsiCo, Inc. is an American multinational food, snack, and beverage corporation

headquartered in Harrison, New York, in the hamlet of Purchase. PepsiCo's business
encompasses all aspects of the food and beverage market. It oversees the manufacturing,
distribution, and marketing of its products. PepsiCo was formed in 1965 with the merger of
the Pepsi-Cola Company and Frito-Lay, Inc., PepsiCo has since expanded from its namesake
product Pepsi Cola to an immensely diversified range of food and beverage brands. The
largest and most recent acquisition was Pioneer Foods in 2020 for US$1.7 billion and prior to
it was buying the Quaker Oats Company in 2001, which added the Gatorade brand to the
Pepsi portfolio and Tropicana Products in 1998.

PepsiCo, Inc., an American food and libation company, is one of the largest companies in the
world with products available in over 200 countries. It got its name in 1965 when the Pepsi-
Cola Company was incorporated into Frito- Lay, Inc. intermingled into the headquarters of
the company is in Purchase, New York. The first Pepsi- Cola was made by CalebD. Bradham
(1866 - 1934), a druggist in New Bern, North Carolina In 1898, Bradham named his sweet
cola- seasoned carbonated drink Pepsi- Cola, hoping to mimic the recent success of Coca-
Cola. The drink proved to be so popular that Bradham incorporated the Pepsi- Cola Company
in 1902.

After several times of moderate substance, the company fell on hard times after World War I
and was reorganized and incorporated on several occasions in the 1920s. In 1931, the
company's trademarks and means were transferred to Charles G the author of ultramodern
Pepsi- Cola. Guth( 1876 - 1948) was raised. He in novated a new Pepsi- Cola company; a

34
druggist drafted an advanced drink, set up new bottling operations, and began dealing a
monstrously successful 12- ounce bottle for five cents. Guth was also the chairman of Loft,
Incorporated, a delicacy maker and soda pop- root chain( innovated in 1919), and in a legal
battle in 1936 - 39 he lost a controlling interest in the Pepsi- Cola Company to Loft's new
operation. PepsiCo uses business conditioning in transnational requests that lead to cost
leadership as its primary general competitive business conditioning.

PepsiCo also uses business conditioning in transnational requests. Values for" Sustainable
Development, Empowering People, Trust and Responsibility" PepsiCo is a company that
aspires to be the stylish socially and economically, and so, these values reflect what the
company wants to be PepsiCo has established its brand and products in the request veritably
well. With 22 brands in its current portfolio, PepsiCo offers snacks and drinks with low-
calorie and nutritional options in addition to its regular soda pop products. Children,
teenagers, and youthful grown-ups are a being target group for the libation assiduity.

Beverage brands profit from establishing connected bonds early because preferences are
developed at an early age and frequently saved into majority, where they come consumption
habits. PepsiCo is a classic illustration of anon-organizational carpet request structure. These
enterprises constitute the maturity of the cola assiduity and don't agree to fix prices or
cooperate in any way, either formally or informally

 VISION
PepsiCo’s vision statement is “to Be the Global Leader in Beverages and Convenient
Foods by Winning with PepsiCo Positive (pep+).” This corporate vision pushes for
industry leadership and a positive business impact. The following are the main points
of PepsiCo’s vision statement:
Global leadership
Beverages and convenient foods
Winning with pep+

 MISSION
PepsiCo’s mission statement is “Create more smiles with every sip and every bite.”

35
 With this corporate mission, the company establishes a positive image for its
consumer goods business. The following are the main points of PepsiCo’s mission
statement:
Creating more smiles
Beverage products
Food products

 TARGETS
PepsiCo sets targets related to market share growth, revenue, sustainability goals
(such as reducing environmental impact and water usage), and product innovation.

 OBJECTIVES
•To know about the stock position of pepsi brand and its competitor “coke”.

•To study about the availability of the pepsi brands to the retailers and the supply

condition in the market.

•To find out the loopholes and the dissatisfaction in the distribution network

•To estimate the market share of pepsico in respect of the industry.

•To identify the retailers opinion towards pepsi products.

•To know the problems of retailers and to offer the suggestion for improving in sales.

•To know the promotional activities of sales promotion, advertising .

•To know the strategy of pepsi and its competitor regarding the marketing mix.

 ACHIEVEMENTS
PepsiCo has achieved various milestones, including being a major player in the global

food and beverage industry, introducing a diverse product portfolio, and

implementing sustainability initiatives. Specific achievements would include financial

milestones , product launches, and recognition for corporate responsibility efforts.

36
 4.3 MOUNTAIN DEW

Mountain dew is a drink distributed and manufactured by pepsico. The main formula
Was Invented in Knoxville, Tennessee, named and first marketed in Knoxville and Johnson
City, TN In The 40s, then by the minge family in Fayetteville, North Carolin and across the
United States In 1964.When removed from its characteristic green bottle ,Mountain Dew is
bright Yellow-green And Semi-opaque. As of 2007, Mountain Dew was the fourth-best-
selling carbonated soft drink in the United States, Behind only Coca-Cola Classic, Pepsi-
Cola, and Diet Coke. Diet Mountain Dew Ranked Ninth in sales in the same year. In October
2008, it was announced that Pepsi would Be Redesigning their logo and re-branding many of
their Products.

Mountain Dew, stylized as MTN Dew in some countries, is a carbonated soft drink brand
produced and owned by PepsiCo. The original formula was invented in 1940
by Tennessee beverage bottlers Barney and Ally Hartman. A revised formula was created by
Bill Bridgforth in 1958. The rights to this formula were obtained by the Tip Corporation
of Marion, Virginia. William H. "Bill" Jones of the Tip Corporation further refined the
formula, launching that version of Mountain Dew in 1961. In August 1964, the Mountain
Dew brand and production rights were acquired from Tip by the Pepsi-Cola company, and
the distribution expanded across the United States and Canada.

Between the 1940s and 1980s there was only one variety of Mountain Dew, which
was citrus-flavored and caffeinated in most markets. Diet Mountain Dew was introduced in
1988, followed by Mountain Dew Red, which was introduced and discontinued in 1988. In
2001, a cherry-flavored variant called Code Red debuted. Expansions of the product line have
continued to this day, including specialty offerings, limited time productions, region-specific
and retailer-specific flavors of Mountain Dew.

Production was extended to the United Kingdom in 1996, but was phased out in 1998. A
similarly named but different-tasting product, with a recipe more similar to the original
American product has been sold in the U.K. under the name "Mountain Dew Energy" since
2010 and in Ireland since the spring of 2011. As of 2017, Mountain Dew represented a 6.6%

37
share of the carbonated soft drinks market in the U.S Its competition includes the Coca-Cola
Company's Mello Yello and Surge, and Keurig Dr Pepper's Sun Drop; Mountain Dew
accounted for 80% of citrus soft drinks sold within the U.S. in 2010.

 VISION AND MISSION

The vision and mission of Mountain Dew are often aligned with PepsiCo’s
overarching vision and mission. They focus on providing a unique and exhilarating
experience for consumers through innovative and refreshing beverage choices.

 OBJECTIVES

Mountain Dew’s objectives may include expanding market share, maintaining brand

loyalty, introducing new flavor variations, and staying relevant to evolving consumer

preferences.

 Targets

Targets could involve market expansion, sales growth, and maintaining a strong

presence in the beverage market, particularly in the carbonated soft drink segment.

38
 Achievements

Mountain Dew has likely achieved recognition for its bold and distinct brand identity,

successful product launches, and marketing campaigns. Specific achievements can

include sales milestones, customer engagement, and positive brand perception.

39
 4.4. FANTA

Fanta (/ˈfæntə/) is an American-owned brand of fruit-flavored carbonated soft drink

created by Coca-Cola Deutschland under the leadership of German businessman Max
Keith. There are more than 200 flavors worldwide. Fanta originated in Germany as a
Coca-Cola alternative in 1941 due to the American trade embargo of Nazi Germany,
which affected the availability of Coca-Cola ingredients. Fanta soon dominated the
German market with three million cases sold in 1943. The current formulation of
Fanta, with orange flavour, was developed in Italy in 1955.

 Vision

Fanta’s vision typically aligns with The Coca-Cola Company’s overarching vision,
focusing on being a global leader in the non-alcoholic beverage industry and
providing a diverse range of refreshing and enjoyable beverages.

 Mission

Fanta’s mission is likely to offer a variety of high-quality, innovative, and enjoyable

beverages that cater to diverse consumer tastes and preferences around the world.

 Objectives

40
 Fanta’s objectives may include sustaining and growing market share, introducing new
and appealing flavor variations, adapting to changing consumer preferences, and
maintaining a positive brand image.

 Targets

Targets for Fanta could involve achieving specific sales and market share growth,
expanding into new markets, and connecting with specific consumer demographics,
especially younger consumers.

 Achievements

Fanta has likely achieved recognition for its colorful and diverse range of flavors,
successful marketing campaigns, and maintaining a strong position in the global
beverage market. Specific achievements may include market leadership in certain
regions, successful product launches, and positive consumer feedback.

41
 CHAPTER-5

RESEARCH DATA ANALYSIS AND

INTERPRETATION

42
 5.1 DATA ANALYSIS AND INTERPRETATION

Data analysis is a comprehensive method of inspecting, cleansing, transforming, and

modeling data to discover useful information, draw conclusions, and support decision-
making. It is a multifaceted process involving various techniques and methodologies to
interpret data from various sources in different formats, both structured and unstructured.

Data analysis is not just a mere process; it's a tool that empowers organizations to make
informed decisions, predict trends, and improve operational efficiency. It's the backbone of
strategic planning in businesses, governments, and other organizations.

In this chapter, 60 were randomly selected for conducting the survey. Survey was strictly based on
well-structured questionnaire. Percentage analysis and average test is mainly use for the purpose of
analyzing data. The web-survey was sent to the survey’s target population in Hyderabad via
social media platforms like WHATSAPP MESSAGING, FACEBOOK, LINKEDIN, AND
GMAIL, which was easy for both the researcher and the participants.

43
 5.1.1 CLASSIFICATION ON THE BASIS OF GENDER
Distribution of Respondents based on Gender

Gender Frequency Percentage

Female 20 40

Male 30 60

Total 50 100

Above table shows that Male heads are slightly high in number than Female heads.
The Male heads constitute 60% while 40% of respondents are Female.

40%

Female
Male

60 %

44
 5.1.2 CLASSIFICATION ON THE BASIS OF AGE GROUP

Distribution of Respondents based on Age Group

Age Limit Frequency Percentage

Below 18 6.6 13.3

18 to 25 29.1 58.3

25 to 50 13.35 26.7

Above 50 0.85 1.7

Total 50 100

The above Table Shows the age wise classification of the respondents. It can be observed
from the table that 13.3% of the respondents belong to the age category below 18, 58.3% of
them belong to the age category of 18 to 25, and 26.7% belongs to the age category of 25 to
50 and a very minute 1.7 % belongs from the individuals aging above 50. This is also
depicted in the graph above.

Distribution of Respondents based on Age

70

60

50

40

30 Percentage

20

10

0
Below 18 18-25 25-50 Above 50

45
5.1.3 CLASSIFICATION ON THE BASIS OF EMPLOYMENT

Distribution of Respondents based on Employment.

Occupation Frequency Percentage

Student 21.6 43.3
Employed 20 40
Unemployed 8.3 16.7
Total 50 100

Occupation wise classification of the respondents shows that, among 60 respondents

whose responses are being analysed , 43.3% of them are Students. 40% of them are
Employed while another 16.7% are Unemployed. The classification of individuals based
on their occupation is given above.

Distribution of Respondents based on

Employment.

16.7%

43.3%
Students
40% Employed
Unemployed

46
5.1.4 CLASSIFICATION ON THE BASIS OF PREFERENCE

Distribution of Respondents based on their Preference to see advertisement

Particulars Frequency Percentage

Yes 24.15 48.3

No 16.66 33.3

Maybe 9.15 18.3

Total 50 100

The above table shows the preferences of respondents whether they to see
advertisement or not. It is to check how much of the respondents prefer to see an
advertisement and from the table it is evident that most respondents 48.3% of them
prefer to see an advertisement but significant 33.3% respondents do not prefer to see
an advertisement.

Distribution of Respondents based on their

preference to watch an Advertisement
18.3%
48.3%

Yes

No

Maybe

33.3%

47
5.1.5 CLASSIFICATION ON THE BASIS OF HOW OFTEN
RESPONDENTS COME ACROSS ADVERTISEMENTS

Distribution of Respondents on the how often they come across

advertisements

Particulars Frequency Percentage

Daily 21.6 43.3
Weekly 20.8 41.7
Monthly 5 10
Never 2.5 5
Total 50 100

The above table shows that 43.3% of the respondents come across advertisements
daily,41.7% of the respondents come across weekly, 10 % of the respondents come across
monthly ,While 5% of the respondents never come across the advertisements.

Distribution of Respondents based on how

often they see an advertisement

50
45
40
35
30
25
percentage
20
15
10
5
0
Daily Weekly Monthly Never

48
5.1.6 CLASSIFICATION ON THE BASIS OF THE BEST
MEDIA FOR ADVERTISEMENT

Distribution of Respondents based on their preference for the best media for
Advertisement .

Particulars Frequency Percentage

TV 16.6 33.3

Newspapers 20 40

Billboards 6.6 13.3

Social Media 6.6 13.3

Total 50 100

The above table shows consumers preference for the best media for Advertisement. 33.3% of
the respondents have chosen TV as the best media for advertisements , 40% preferred
newspapers ,13.3% preferred billboards ,while the rest 13.3% preferred social media.

Distribution of Respondents based on their

preference for the best media

Social Media

Billboards

percentage
Newspaper

TV

0 10 20 30 40 50

49
 5.1.7 CLASSIFICATION ON THE BASIS OF ATTITUDE
TOWARDS ADVERTISEMENTS

Distribution of Respondents based on their attitude towards advertisements

Particulars Frequency Percentage

Informative 26.6 53.3

Entertaining 16.6 33.3

Misleading 4.1 8.3

Can’t say 2.5 5

Total 50 100

The above Table shows the distribution of the respondents on the basis of their attitude
towards advertisement. We can see that majority 53.3% of the respondents find
advertisements informative, 33.3% entertaining , 8.3% misleading and the rest 5% couldn’t
talk about their attitude towards advertisements.

Distribution of Respondents based on their

attitude towards advertisements

60

50

40

30 Percentage

20

10

0
Informative Entertaining Misleading Can't say

50
 5.1.8 CLASSIFICATION ON THE BASIS OF WHETHER
RESPONDENTS AGREE ADVERTISEMENT AS THE MODE
OF SHOWCASING PRODUCTS.

Distribution of Respondents based on respondents agree/disagree advertisement as the mode of

showcasing products.

Particulars Frequency Percentage

Completely Agree 35.85 71.7

Completely Disagree 10 20

Don’t Know 4.1 8.3

Total 50 100

we can derive that 71.7% of the respondents completely agree that the advertisement is
the best mode of showcasing products ,while 20 % of the respondents disagree and the
rest 8.3% are neutral.

Distribution of Respondents based on respondents

agree/disagree advertisement as the mode of
showcasing products
Completely agree Completely disagree don’t know

8%

20%

72%

51
5.1.9 CLASSIFICATION ON THE BASIS OF RESPONDENTS
PREFERENCE OF COMPANY HAVING BEST
ADVERTISEMENT

Distribution of Respondents based on respondents preference of company

having best advertisement

Particulars Frequency Percentage

Coca cola 25.8 51.7

Pepsi 11.6 23.3

Mountain Dew 9.1 18.3

Fanta 3.3 6.7

Total 50 100

The above table shows that 51.7% of respondents prefer coca cola advertisement as
the best while a minute 23.3% of respondents prefer pepsi. Remaining 18.3%
preferred mountain dew and 6.7% fanta. The details are described in the graph below.

Distribution of Respondents based on respondents

preference of company having best advertisement

Fanta

Mountain Dew

Percentage
Pepsi

Coca cola

0 10 20 30 40 50 60

52
 5.1.10 CLASSIFICATION ON THE BASIS OF
RESPONDENTS INFLUENCED BY PEPSI
ADVERTISEMENT

Distribution of Respondents based on respondents influenced by Pepsi

Advertisement.

Particulars Frequency Percentage

Yes 32.5 65

No 17.5 35

Total 50 100

The above table shows that 65% of the respondents purchased pepsi product by the
influence of pepsi advertisement whereas 35 % of the respondents were not influenced by
the pepsi advertisement .The classification based on the respondent’s influenced by pepsi
advertisement is depicted in the below:

Distribution of Respondents based on

respondents influenced by Pepsi
Advertisement

35%

Yes
65%
No

53
 5.1.11. CLASSIFICATION BASED ON THE EXTENT
ADVERTISEMENT MAKES RESPONDENTS AWARE OF
NEW PRODUCTS

Distribution of Respondents based based on the extent advertisement makes

respondents aware of new products.

Particulars Frequency Percentage

Very much 27.5 55

Moderately 9.1 18.3
Slightly 9.1 18.3
Not at all 4.1 8.3
Total 50 100

The above table shows that 55% of the respondents very much get aware of new products
,while18.3% of the respondents get moderately aware of new products ,18.3 % slightly get
aware of new products and 8.3% of the respondents never get aware of new products throught
advertisements.

Distribution of Respondents based based on the extent

advertisement makes respondents aware of new
products.
60

50

40

30
Percentage
20

10

0
Very much Moderately Slightly Not at all

54
5.1.12 CLASSIFICATION ON THE BASIS OF NUMBER OF
THINGS BOUGHT BY RESPONDENTS AFTER WATCHING
AN ADVERTISEMENT

Distribution of Respondents based based on the number of things bought by

respondents after watching an advertisement.

Particulars Frequency Percentage

0 19 38
1-5 18 36
5-10 13 26
>10 0 0
Total 50 100

The above table shows that 38% of the respondents do not spend any amount ,While a 36%
spend amount and purchase 1-5 products per month, Another 26% of the respondents
purchased products 5-10.

Percentage

> 10

5 to 10

Percentage
1 to 5

0 5 10 15 20 25 30 35 40

55
 5.1.13. CLASSIFICATION ON THE BASIS OF WHAT
ATTRACTS RESPONDENTS THE MOST TO LOOK AT
PEPSI ADVERTISEMENT

Distribution of Respondents based based on what attracts respondents the most

to look at pepsi advertisement.

Particulars Frequency Percentage

Brand ambassadors 15.8 31.7

Attractiveness 24.1 48.3

Informative 10 20

others 0 0

Total 50 100

The above table shows that 31.7% of the respondents were attracted to Pepsi advertisement
because of its Brand Ambassadors , while 48.3% of the respondents found the advertisement
attractive,20% of the respondents were attracted to Pepsi advertisement for it’s Information.

Distribution of Respondents based based on what attracts

respondents the most to look at pepsi advertisement.

8%

10%
Brand Ambassadors
Attractiveness
Informative
23% 59%
Others

56
 5.1.14 CLASSIFICATION ON THE BASIS OF TRUST ON
THE ADVERTISEMENTS

Distribution of Respondents based on respondents trust on the advertisements.

Particulars Frequency Percentage

Completely 24.1 48.3

Moderately 21.6 43.3

Not at all 4.1 8.3

Total 50 100

The above table shows that 48.3% of the respondents trust completely on the advertisements
,while 43.3% of the respondents trust moderately on the advertisements and 8.3% of the
respondents do not trust on the advertisements.

Distribution of Respondents based on respondents trust

on the advertisements.

Not at all

Moderately Percentage

Completely

0 10 20 30 40 50

57
 CHAPTER 6

FINDINGS, SUGGESTIONS AND

CONCLUSION

58
 6.1 FINDINGS

Findings refer to the results obtained from a study or investigation conducted through a
systematic and scientific approach. These findings are the outcomes of the data analysis,
interpretation, and evaluation carried out during the research process.
 Qualitative Findings

Qualitative research is an exploratory research method used to understand the complexities of

human behavior and experiences. Qualitative findings are non-numerical and descriptive data
that describe the meaning and interpretation of the data collected. Examples of qualitative
findings include quotes from participants, themes that emerge from the data, and descriptions
of experiences and phenomena.

 Quantitative Findings

Quantitative research is a research method that uses numerical data and statistical analysis to
measure and quantify a phenomenon or behavior. Quantitative findings include numerical
data such as mean, median, and mode, as well as statistical analyses such as t-tests, ANOVA,
and regression analysis. These findings are often presented in tables, graphs, or charts.

 Purpose of Research Findings

The purpose of research findings is to contribute to the knowledge and understanding of a

particular topic or issue. Research findings are the result of a systematic and rigorous
investigation of a research question or hypothesis, using appropriate research methods and
techniques.

The main purposes of research findings are:

 To generate new knowledge

 To test hypotheses or theories
 To inform practice
 To identify gaps in knowledge
 To contribute to policy development

59
The study aimed to know the IMPACT OF ADVERTISING ON CONSUMER
PURCHASE DECISION with reference to Pepsi company.Following are the major
findings of the study.

 48% of the respondents prefer to see advertisement.

 34% of the respondents do not prefer to see advertisement.

 43% of the respondents come across advertisements daily.

 41% of the respondents come across advertisements weekly.

 Most of the respondents have positive attitude towards advertisement,

beacause 53% of the respondents find advertisements informative.

 Even though there are other modes of show casing products ,advertisement
can be held as best mode of show casing products as 72% of the respondents
completely agree with this.

 Among COCA COLA , PEPSI , MOUNTAIN DEW , FANTA : 52% of the

respondents prefer COCA COLA for its best advertisement.

 65% of the respondents wee influenced by the PEPSI advertisement and

purchased it.

 55% of the respondents were aware of new products/services throught

advertisements

 38% of the respondents bought nill products after watch an advertisement.

 36% of the respondents bought 1-5 products per month after watching an
advertisement of it.

 48% of the respondents look at PEPSI advertisement because of its brand

ambassadors.

 32% of the respondents look at PEPSI advertisement because they find it very
attractive.

60
 18% of the respondents look at PEPSI advertisement because they find it very
informative.

 Among 100% of the respondents , 48% of the respondents completely trust

the information presented in the advertisements.

 whereas , 43% of the respondents do not trust on the information presented in

the advertisements.

61
 6.2 SUGGESTIONS

Suggestion is one of the requirements for progress, and projects are wings to improve.
Suggestion is a proposal or an idea put forward for consideration or discussion. It is a
recommendation or advice that is offered without any obligation to follow it. Suggestion is a
non-binding opinion that is given to help someone make a decision or to improve a particular
situation. It is a way of offering an alternative perspective or a fresh approach to a problem or
a challenge. Suggestion can be made by anyone, regardless of their authority or expertise, and
it can be accepted or rejected at the discretion of the recipient

Based on the study of the impact of advertising on consumer

purchase decision, the following suggestions were formed for the influence of
purchase decisions by an advertisement:

 It is difficult process to select only one media to advertise products and

Services because of the various target groups of customers having different

Attitudes towards advertising media.

 Advertising media should be selected according to the target customers group.

 Advertising is not enough to persuade consumers rather it should be well organized

with consumers preferences, tastes , Attitudes, price and quality of products.

 Out of non-electronic media daily newspaper has its own place among

Consumers.

 It means more Emphasize should be given on daily newspaper

 As all consumers do not understand the exact information in the advertisement about

products, advertisement should be made Understandable, easy and quick.

62
 6.3 CONCLUSION

In every research, project, or study, the conclusion is the closing piece of writing that
summarizes the entire topic’s efforts. The above mentioned major finding led this study to
conclude the following:

 The relationship between media and consumer behavior is positive. The main Reason

behind this is that the media effect on consumer behavior.

 The advertising impact on sales and there is positive and high degree relationship

between advertising and consumer behavior.

 The impact on advertising of COCA COLA company is more than PEPSI company.

 Advertisement stand out to be best mode of show casing products.

63
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M.K. Publishers and Distributiors.

Koirala, K. D., (2002). Marketing Research 1

St Edition, Kathmandu: Budda Academic

Publishers and Distributors Pvt Ltd.

Koiirala P., (1991). Sales Promotion in Nepal Policies and Practices 1

St Edition, New

Delhi: Nirala Publication Jaipur.

Santakki, C.N., (1996), Advertising, Second Revised and Enlarged Edition, New Delhi:

Kalyani Publishers,

Sharma G. R., (2001). Marketing Management 1

stEdition, Kathmandu: Bhundipuran

Prakashan and College of Applied Business.

Wolf, H. K. and Pant P. R., (2003). Social Science Research and Thesis writing 3

Rd

65
Edition, Kathmandu: Buddha Academic publisher and Distributors pvt Ltd.

Thesis

Aryal, Ramesh, (2007), “An Examination on Female Role Portrayal in Print

Advertising”, thesis submitted to Central Department of Management, Kirtipur, T.U.

Ghimire, Ashok (2008) “Advertising Through Television: Impact on Consumer

Behavior”, thesis submitted to Central Department of Management Kirtipur, T.U.

Giri, R.P. (2008) “A Study on the Communication Effect of Advertising Brand

Preference of Instant Noodle”, thesis submitted to Central Department of

Management, Kirtipur T.U.

Manandhar Suresh (2009), “A Comparative Study on the Effectiveness of

Promotional Tools on Sales”, thesis submitted to Central Department of

Management, Kirtipur T.U.

Shrestha Ratna Prasad (2005), “The Marketing of Cold Drink in Narayangarh”, thesis

Submitted to Balkumari College College, T.U.

Shrestha Rajendra Krishna (2003), “The Role of Advertising in Brand Choice and

Product Positioning with Soft Drinks” thesis submitted to Shanker Dev Campus

TU. Thapa Samir (2009), “The Role of Advertising in Brand Loyalty”, thesis submitted to

Shanker Dev campus, T.U.

Thakur, Deepak, (2004) “Role Advertising and its Impact on Purchasing of

Consumer Goods”, thesis submitted to Central Department of Management,

Kirtipur, TU

66
 QUESTIONNAIRE

1. Name

2. Gender

Male

Female

3. Age group

Below 18

18-25

25-50

Above 50

4. Occupation

Student

Employed

Unemployed

5. Do you prefer to see advertisement ?

Yes
No

Maybe

6. How often do you come across advertisements?

Daily

Weekly

Monthly

Never
67
7. The best media for Advertisement according to you?

Tv

Newspapers

Billboards

Social media

8. What is ur attitude towards advertisements?

Informative

Entertaining

Misleading

Can’t say

9. Do you think advertisement is the best mode of showcasing products?

Completely agree

Completely disagree

Don’t know

10. According to you ,which of the following has the best advertisement.

Coca cola

Pepsi

Mountain dew

Fanta

11. Did Pepsi advertisements ever influenced you to purchase it?

Yes

No

Other:

68
12. To what extent advertisement makes you aware of new products or services?

Very much

Moderately

Slightly

Not at all

13. How many things do you buy per month after watching the advertisement?

1-5

5-10

>10

14. What attracts you to look at pepsi Advertisement?

Brand ambassadors

Attractiveness

Informative

Others

15. How much do you trust the information presented in advertisements?

Completely

Moderately

Not at all

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