PUBLIC ATTITUDE TOWARDS ADVERTISING A

STUDY WITH REFERENCE TO HINDUSTAN UNILEVER LIMITED

(HUL) ADVERTISEMENTS IN CUMBUM TOWN
 CONTENT

CHAPTER PARTICULAR PAGE

No No
1
INTRODUCTION

1.1 Introduction 1

1.2 Importance of the study 2

1.3 Need of the study 2

I
1.4 Scope of the study 3

1.5 Objectives of the study 3

1.6 Limitations of the study 3

1.7 Research Methodology 4

1.8 Data collection 4

1.8.1 Primary data 4

1.8.2 Secondary data 5

1.9 Area of the study 5

1.10 Sample size 5

1.10 Tools of analysis 5

II COMPANY AND PRODUCT PROFILE 7

2.1 Company profile 8

2.2 Direct selling division 8

2.3 leadership 9

2.4 Awards 9

2.5 Vision 9
 2.8 Company structure 10

2.9 Positive impact 10

PRODUCT PROFILE 10

2. 1 Food brands 11

ADVERTISEMENT- AN OVERVIEW
14

3.1 Introduction
14

3.2 5M’s of advertising 15

3.4 Process of advertising 16

3.5 Principles of advertising 16

3.6 Forms of advertising 16

III
3.7 Advertising Budget 17

3.8 Types of advertising 18

3.9 Media types 19

3.10 Current trends 20

IV DATA ANALYSIS AND INTERPRETATION 22

FINDINGS SUGGESTIONS AND 42

V CONCLUSION

APPENDIX 43

QUESTIONNAIRE
 LIST OF TABLE

TABLE PARTICULARS PAGE

NO. NO

4.1 Gender wise classification 23

4.2 Age wise classification 24

4.3 Occupation wise classification 25

4.4 Education wise classification 26

4.5 Income wise classification 27

4.6 Aware of HUL brands 28

4.7 Preference of advertisement 29

4.8 Medium of advertisement 30

4.9 Time Spent in television 31

4.10 Best advertisement 32

4.11 During advertisement breaks 33

4.12 Mode of Purchase 34

4.13 Wide reach advertising channel 35

4.14 Driven purchase 36

4.15 Emotionally Influenced 37

4.16 Television advertisement 38

4.17 Most enjoyable categories 39

4.18 Social media platform 40

TABLE PARTICULARS PAGE
No No

4.1 Gender wise classification 23

4.2 Age wise classification 24

4.3 Occupation wise classification 25

4.4 Education wise classification 26

4.5 Income wise classification 27

4.6 Aware of HUL brands 28

4.7 Preference of advertisement 29

4.8 Medium of advertisement 30

LIST OF CHART
4.9 Time Spent in television 31

4.10 Best advertisement 32

4.11 During advertisement breaks 33

4.12 Mode of Purchase 34

4.13 Wide reach advertising channel 35

4.14 Driven purchase 36

4.15 Emotionally Influenced 37

4.16 Television advertisement 38

4.17 Most enjoyable categories 39

4.18 Social media platform 40

CHAPTER -I
 CHAPTER I
1.1 INTRODUCTION

Hindustan Unilever Limited (HUL) is India’s largest fast moving consumer goods

Company with a heritage of over 75 years in India and touches the lives of two out of three

Indians.

HUL works to create a better future every day and helps people feel goods,

Look good and get more out of life with brands and services that are good for them and

Good For others.

With over 35 brands spanning 20 distinct categories such as soaps, detergents,

Shampoos, skin care, tooth pastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream,

and water purifies, the company is a part of the everyday life of millions of consumers across

India. Its portfolio includes leading household brands such as Lux, lifebuoy, surf excel, Rin,

Wheel, Fair & lovely, pond’s, Vaseline, Lakmé, dove, clinic plus, Sunsilk, Pepsodent, close-up,

Axe, Book Bond, Bru, Knorr, Kissan, Kwality wall’s and Pureit.

The company has over 16,000 employees and has an annual turnover of

around Rs 21,736 crores (financial year 2011-2012). HUL is subsidiary of unilever, one of the

world’s leading suppliers of fast moving consumer goods with strong local roots in more than

100 countries across the globe with annual sales of about $46.5 billion in 2011. Unilever has

about 52% shareholding in HUL.

1
 1.2 IMPORTANCE OF THE STUDY

 HUL advertisements helps in building strong brand awareness and keeping its products

Popular among consumers’.

 They create emotional and culture connections by addressing real-life situations and

Social issues.

 Ads reach both urban and rural markets, ensuring wide accessibility and consumer

Engagement

 Effective advertising strengthens brand trust, influences buying decisions, and keeps

HUL ahead of competitors.

1.3 NEED OF THE STUDY

Advertising in Cumbum is a highly competitive business. Today with the increasing

consumer awareness no business can survive for long without advertising, with growing business

competition it has become necessary to ensure right media mix to each target audience.

Public attitude and consumer behavior helps the phenomenon of why different individual

respond differently to the same stimulus under the same condition. By which the company can

know the consumer attitude and consumer behavior of different individuals, which in turn helps

in creation of innovative ideas for the improvement of the product and the sale of the products

2
 1.4 SCOPE OF THE STUDY

The study has been conducted in the Cumbum area only. The Hindustan Unilever

Limited (HUL) is one of the India’s best Fast Moving Consumer Goods (FMCG) sector. This

include the study of public attitude towards advertising the consumer behavior, consumer buying

decision, comprehensive of various brands available in the market, different media used by

company to advertise their brands etc.,

The study enables the company to know the various factors affecting the purchase from the

consumer point of view. This in turn will help the company to modify their products for the

maximum satisfaction of the consumer.

1.5 OBJECTIVES OF THE STUDY

 To analyze the impact of the HUL ads on public.

 To understand the general behavior of public towards purchasing products and watching

advertisements

 To study the effectiveness of advertisements target in individuals emotions on sales

 To analyze the public perception towards memorability of advertisements on T.V

 To find the requirements of the customers of the HUL company.

1.6 LIMITATIONS OF THE STUDY

Any Researcher will be restricted in the scope by certain inherent limitations that are
participated by the choice of the research design, sampling procedure and respondent
selection. This study has the following limitations.

3
 Time is the major constraint for the study.

 The study is limited to Cumbum only.

 The information provided by the respondents is considered to be true.

 Data collected was primary; hence there is a chance for a biased or misleading response

from the respondents.

1.7 RESEARCH METHODOLOGY

Research methodology is a way to solve systematically the research problem. In this

various types of techniques are generally adopted by a researcher in studying the research
problem along with the logic behind the problem.

1.8. DATA COLLECTION

 There are several ways of collecting the appropriate data, which differ considerably with
the types of research. There are two types of data are used in research process.
 Data is recorded, measure phenomena specified by the researchers.
The research required both
 Primary data
 Secondary data

1.8.1 PRIMARY DATA

All the information pertaining to consumer like product service, quality, satisfaction
level complaints etc. were obtained from the customers. For that collection of primary data
survey method was adopted as it was felt that they results obtained through surveys are more
reliable and valid. As it was believed that by using the survey method a majority of
customers could be met personally and their problems could be explored in detailed fashion.
The survey method was used for collecting primary data.

4
 1.8.2 SECONDARY DATA
The secondary data has been drawn from both internals secondary sources through company
websites external secondary source of publications, project reports, magazines , bulletins,
Govt, .publication etc.

1.9 AREA OF THE STUDY

 The study is confined to Cumbum town only due to time constraint.

 Getting timely responses from the respondents was a difficult task due to
their regular routine activities.
 The data collected for the research is fully on primary data given by the
respondents. There is chance for personal bias, so the accuracy is not true.
 The study has been limited 120 respondents only.
 Limited time for survey is other constrain.

1.10 SAMPLE SIZE

The sample size taken from the survey is 120 respondents were considered

1.11 STATISTICAL TOOLS

The contact method used in the survey was the percentage analysis method.

5
CHAPTER -II

6
 CHAPTER- II
COMPANY AND PRODUCT PROFILE

2.1. PROFILE

HINDUSTAN UNILEVER LIMITED

Type Public company

Fast Moving Consumer Goods
Industry
FMCG)
Founded 1933
Headquarters Mumbai, India
Harish Manwani (Chairman),
Key people Nitin Paranjpe (CEO and
Managing Director)
Home & Personal Care, Food &
Products
Beverages
19,401.11 crore (US$ 4.31
Revenue
billion) (2010-2011)
2,305.97 crore (US$511.93
Net income
million)
Over 65,000 direct & indirect
Employees
employees

Parent Unilever Plc (52%)

Website www.hul.co.in
Hindustan Unilever Limited (HUL) is India's largest fast moving consumer
goods company. The Anglo-Dutch company Unilever owns a 52% majority stake.

7
 HUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as
Hindustan Lever Limited through a merger of Lever Brothers, Hindustan Vanaspati Mfg. Co.
Ltd. and United Traders Ltd. It is headquartered in Mumbai, India and has employee strength of
over 15,000 employees and contributes to indirect employment of over 52,000 people. The
company was renamed in June 2007 as “Hindustan Unilever Limited”.

Hindustan Unilever's distribution covers over 1 million retail outlets across India directly
and its products are available in over 6.3 million outlets in the country, nearly 80% of all retail
outlets in India. It estimates that two out of three Indians use its many home and personal care
products, food and beverages.

The company has a distribution channel of 6.3 million outlets and owns 35 major Indian
brands. Its brands include Kwality Wall's ice cream, Knorr soups & meal makers, Lifebuoy, Lux,
Pears, Breeze, Liril, Rexona, Hamam and Moti soaps, Pureit water purifier, Lipton tea, Brooke
Bond (3 Roses, Taj Mahal, Taaza, Red Label) tea, Bru coffee, Pepsodent and Close Up
toothpaste and brushes, and Surf, Rin and Wheel laundry detergents, Kissan squashes and jams,
Annapurna salt and atta, Pond's talcs and creams, Vaseline lotions, Fair and Lovely creams,
Lakmé beauty products, Clear, Clinic Plus, Clinic All Clear, Sunsilk and Dove shampoos, Vim
dishwash, Ala bleach, Domex disinfectant, Modern Bread, Axe deosprays and Comfort fabric
softeners

2.2 DIRECT SELLING DIVISION

HUL also runs Hindustan Unilever Network (HULN), a direct selling business arm.
Under HULN, health products are marketed by AYUSH in collaboration with Arya Vaidya
Pharmacy, Coimbatore; beauty products by Aviance; home products by Lever Home, and male
grooming by DIY. There are also premium products for beauty salons and others.

2.3 LEADERSHIP

8
 HUL has produced many business leaders for corporate India; one of these, Harish Manwani,
has become a member of Unilever's Executive.

HUL's leadership-building potential was recognized when it was ranked 4th in the Hewitt
Global Leadership Survey 2007 with only GE, P&G and Nokia ranking ahead of HUL in the
ability to produce leaders with such regularity.

2.4 AWARDS

HUL is one of the country's largest exporters; it has been recognized as a Golden Super Star
Trading House by the Government of India.

In 2007, Hindustan Unilever was rated as the most respected company in India for the past 25
years by Businessworld, one of India’s leading business magazines. [9] The rating was based on a
compilation of the magazine's annual survey of India’s most reputed companies over the past 25
years.

HUL was one of the eight Indian companies to be featured on the Forbes list of World’s Most
Reputed companies in 2007.

HUL was ranked 39th in The Brand Trust Report (2011) published by Trust Research Advisory.
Fair and Lovely creams also was listed in the same report

2.5 VISION

Unilever products touch the lives of over 2 billion people every day – whether that's
through feeling great because they've got shiny hair and a brilliant smile, keeping their homes
fresh and clean, or by enjoying a great cup of tea, satisfying meal or healthy snack

2.6 COMPANY STRUCTURE

9
 Hindustan Unilever Limited is India's largest Fast Moving Consumer Goods (FMCG)
Company. It is present in Home & Personal Care and Foods & Beverages categories. HUL has
about 15,000 employees, including over 1400 managers

The fundamental principle determining the organization structure is to infuse speed and
flexibility in decision-making and implementation, with empowered Always working with
integrity

2.7 POSTIVE IMPACT

We aim to make a positive impact in many ways: through our brands, our commercial
operations and relationships, through voluntary contributions, and through the various other
ways in which we engage with society.

PRODUCT PROFILE

2.1 FOOD BRANDS

HUL is one of India’s leading food companies. Our passion for understanding what
people want and need from their food - and what they love about it - makes our brands a popular
choice.

Millions of people around the world enjoy the foods and drinks we create. So the
ingredients we use, the formulations, and the way we advertise and market our brands can
potentially make a big impact on global health.

10
11
12
CHAPTER- III

13
 CHAPTER- III

ADVERTISEMENTS – AN OVERVIEW

3.1 INTRODUCTION
Advertising is a form of communication used to persuade an audience to take some
action with respect to products, ideas, or services. Most commonly, the desired result is to drive
consumer behavior with respect to a commercial offering, although political and ideological
advertising is also common.

Advertising messages are usually paid for by sponsors and viewed via various media;
including traditional media such as newspapers, magazines, television, radio, outdoor or direct
mail; or new media such as websites and text messages.

Commercial advertisers often seek 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 certain qualities with the brand in the minds of consumers.

Non-commercial advertisers who spend money to advertise items other than a consumer product
or service include political parties, interest groups, religious organizations and governmental
agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service
announcement.

3.2 5 M’s OF ADVERTISING

Five major decisions are to be made developing the advertisements.

Mission: The objectives of the advertisement

Money: How many needs to be spent or how much can be spent

Message: What is the message to be sent to get the desired response?

Media: What media should be used?

Measurement: What are the evaluation criteria for results of the advertisement?

14
These five decisions are known as Fives Ms (5 Ms) of advertising.

3.3 PROCESS OF ADVERTISING

15
Advertising is one of the components of marketing process. It is a non-personal and paid activity
of attracting the target audience to promote an advertising message of a product or service by
firms, association, nonprofit organization and individuals in any one of the delivery mechanisms
such as

 Television

 Radio

 Movies

 Magazines

 Newspapers

 Sporting events

 Billboards

3.4 PRICIPLES OF ADVERTISING

 Act as an aiding tool to foster creativity in advertising campaigns
 Advertising evaluation helps to determine which ads are the most effective
 principles of advertising shows the way to improve the performance of the advertisement

3.5 FORMS OF ADVERTISING

 Advocacy
 Reminder
 Outdoor
 Comparative
 Direct-mail
 Point-of-purchase
 Institutional
 Persuasive
 Cooperative
 Specialty advertising
 Informational
 Product
3.6 ADVERTISING BUDGET

16
 After finalizing an advertising objective, companies should work on advertising budget
for each one of its product lines taking into consideration the factors such as
 Stage in the production life cycle
 Market share and customer base size
 Competition and clutter
 Advertising frequency
 Product substitutability

Stage in the production life cycle: new products typically merit large advertising budget to
build awareness and to gain customer trial

Market share and customer base size: high market share brands usually require less
advertising expenditure as a percentage of sales to maintain shares.

Competition and clutter: in a market with a large numbers of competitors and high
advertising spending, a brand must advertise more heavily to be heard. Even simple clutter
from advertisements not directly competitive to the brand creates a need for heavier
advertising.

Advertising frequency:

The number of repetitions needed to put across the brands message to consumers has an
obvious impact on the advertising budget.

Product substitutability:

Brands in less-well- differentiated or commodity –like product classes require heavy

advertising to establish a differential image.

In adaptive-control method of setting advertising budgets, the company tests in some market
segments with low advertising, and in some market segments with high advertising. In most of
the market segments, the normal advertising expenditure is incurred. The results give the
response of the market to advertising expenditure by the company. These results will help the
company to adjust the advertising expenditure.

3.7 TYPES OF ADVERTISING

17
 Advertising is the promotion of a company’s products and services carried out primarily
to drive sales of the products and services but also to build a brand identity and communicate
changes or new product /services to the customers.

Mentioned below are the various categories or types of advertising:

 Television advertising
 Radio advertising
 Online advertising
 Press advertising
 Billboard advertising
 In-store advertising
Television advertising:
 The TV commercial is generally considered the most effective mass-market advertising
format, as is reflected by the high prices TV networks charge for commercial airtime
during popular TV events.
 The majority of television commercials feature a song or jingle that listeners soon relate to
the product.
 The cost of television advertising often depends on the duration of the advertisement, the
time of broadcast and of course the popularity of the television channel on which the
advertisement is going to be broadcasted.
Radio advertising:

 Radio advertising is a form of advertising via the medium of radio.

 Radio advertisements are broadcast as radio waves to the air from a transmitter to an
antenna and a thus to a receiving device
 The radio might have lost its charm owing to the new age media however the radio remains
to be the choice of small-scale advertisers.
 The radio jingles have been very popular advertising media and have a large impact on the
audience.

18
Online advertising:
 Online advertising is a form of promotion that uses the Internet and World Wide Web for
the expressed purpose of delivering marketing messages to attract customers
Press advertising:
 The print media have always been a popular advertising medium.
 Advertising products via newspapers or magazines is a common practice. In addition to
this, the print media also offers options like promotional brochures and fliers for
advertising purposes.
 Often the newspapers and the magazines sell the advertising space according to the area
occupied by the advertisement, the position of the advertisement (front page/middle
page), as well as the readership of the publications.
Billboard advertising:
 Billboards are large structures located in public places which display advertisements to
passing pedestrians and motorists.
 Most often, they are located on main roads with a large amount of passing motor and
pedestrian traffic; however, they can be placed in any location with large amounts of
viewers, such as on mass transit vehicles and in stations, in shopping malls or office
buildings, and in stadiums.
In-store advertising:
 In-store advertising is any advertisement placed in a retail store.
 It includes placement of a product in visible locations in a store, such as at eye level, at
the ends of aisles and near checkout counters, eye-catching displays promoting a specific
product, and advertisements in such places as shopping carts and in-store video displays.

3.8 MEDIA TYPES

The media planner must know the capacity of the major advertising media types to deliver reach,
frequency and impact. Media planners make their choice by considering the following variables:

 Target audience media habits

 Product characteristics

 Message characteristics

 Cost

19
Target audience media habits: radio and television are the most effective media for reaching
teens.

Product characteristics: media types have different potential for

Demonstrations, visualization, explanation, and color

Message characteristics: timeliness and information content will influence media choice. A
message announcing a major sale tomorrow will require radio, TV or news paper

Cost: television is very expensive, whereas news papers advertising is relatively inexpensive.
What counts is the cost per thousand exposures

3.9 CURRENT TRAND

 Rise in new media
 Niche marketing
 Crowd sourcing
Rise in new media:
 With the dawn of the Internet came many new advertising opportunities.
 Popup, Flash, banner, Popunder, advergaming, and email advertisements are now
commonplace.
Niche marketing:
 Another significant trend regarding future of advertising is the growing importance of
the niche market using niche or targeted ads.
 Also brought about by the Internet and the theory of The Long Tail, advertisers will
have an increasing ability to reach specific audiences.

Crowd sourcing:

 The concept of crowd sourcing has given way to the trend of user-generated
advertisements.

 User-generated ads are created by consumers as opposed to an advertising agency or the

company themselves, most often they are a result of brand sponsored advertising
competition

20
CHAPTER- IV

21
 CHAPTER- IV

DATA ANALYSIS AND INTERPRETATION

DATA ANALYIS

Data analysis in Hindustan Unilever Limited advertisement refers to the process of

Visually representing advertising data collected from questionnaires admin of administered to

get sample opinions the customers and members who patronize the advertisement of HUL.

It involves examining consumer responses, engagement metrics, and sentiment trends using

data from social media survey and review.

It includes identifying patterns in audience reactions, ad performance, and brand

perception.

22
 TABLE No: 4.1

GENDER WISE CLASSIFICATION

S.NO GENDER RESPONDENTS PERCENTAGE

1 Male 43 40

2 Female 72 60

Total 120 100

SOURCE: PRIMARY DATA

 40% of the respondents are male

 60% of the respondents are female.

CHART No: 4.1

GENDER WISE CLASSIFICATION

GENDER WISE CLASSIFICATION

70

60%
60

50

40%
40

GENDER WISE CLASSIFICATION

30

20

10

MALE FEMALE

TABLE No: 4.2

23
 AGE WISE CLASSIFICATION

S.NO AGE RESPONDENTS PERCENTAGE

1 Below 20 years 16 15

2 20 to30 years 50 41

3 30 to40 years 30 25

4 Above 40 years 24 20

Total 120 100

SOURCE: PRIMARY DATA

 15 % of the respondents are in the age group of Below 20 years

 41% of the respondents are in the age group of 20 to 30 years
 25% of the respondents are in the age group of 30 to 40years
 20% of the respondents are in the age group of Above 40 years

CHART No: 4.2

AGE WISE CLASSIFICATION

AGE WISE CLASSIFICATION
45
40
40

35

30
25
25
20
20
15
15

10

0
Below 20years 20-30years 30-40years above40years

AGE WISE CLASSIFICATION

TABLE No: 4.3

24
 OCCUPATION WISE CLASSIFICATION

S.NO OCCUPATION RESPONDENTS PERCENTAGE

1 Professional 52 43

2 Business 14 12

3 Student 36 30

4 House wife 18 15

Total 120 100

SOURCE: PRIMARY DATA

 43% of the respondents are Professional

 12%of the respondents are Business
 30%of the respondents are Student
 15% of the respondents are House wife

CHART No: 4.3

OCCUPATION WISE CLASSIFICATION
OCCUPATION WISE CLASSIFICATION

43

30

15
12

Professional Business Student House wife

Table No 4.4

EDUCATION WISE CLASSIFICATION

25
 Sl.No EDUCATION RESPONDENTS PERCENTAGE

1 Literate 12 10

2 Illiterate 40 33

Total 120 100

SOURCE: PRIMARY DATA

 75% of the respondents are Literate

 25% of the respondents are Illiterate

CHART No: 4.4

EDUCATION WISE CLASSIFICATION

EDUCATION WISE CLASSIFICATION

80
75

70

60

50

40

30
25

20

10

0
LITERATE IlLITERATE
percentage

TABLE No: 4.5

INCOME WISE CLASSIFICATION

26
 S.NO INCOME RESPONDENTS PERCENTAGE

1 Below RS.10,000 56 47

2 RS.10,000- 20,000 20 17

3 RS.20,000-30,000 28 23

4 Above RS.30,000 16 13

Total 120 100

SOURCE: PRIMARY DATA

 47% respondent’s monthly income is below Rs 10,000.

 17%of respondent’s monthly income is Rs10,000-20,000,
 23%of respondent’s monthly income is Rs20,000-30,000
 13%of respondent’s monthly income is Rs above 30,000

CHART No: 4.5

INCOME WISE CLASSIFICATION

INCOME WISE CLASSIFICATION

50

45 47
40

35

30

INCOME WISE CLASSIFICATION

25

20 23

15 17
10 13

BELOW10,000 10,000-20,000 20,000-30,000 ABOVE30,000

27
 TABLE No: 4.6

AWARE OF HUL BRANDS

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 Yes 85 70

2 NO 35 30

Total 120 100

SOURCE: PRIMARY DATA

 70% of the respondents are aware about HUL brands.

 30% of the respondents are not aware about the HUL brands.

CHART No: 4.6

AWARE OF HUL BRANDS

AWARE OF HUL
80

70
70

60

50

40

30
30

20

10

0
YES NO

PREFERENCE OF ADVERTISEMENT

28
 TABLE No: 4.7

PREFERENCE OF ADVERTISEMENT

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 Yes 85 70

2 NO 35 30

Total 120 100

SOURCE: PRIMARY DATA

 70% of the respondents are prefer to see the advertisement

 30% of the respondents are not prefer to see the advertisement
CHART No: 4. 7

PREFERENCE OF ADVERTISEMENT

PREFER TO ADVERTISEMENT

PREFER TO ADVERTISEMENT

70%

30%

YES NO

29
 TABLE NO: 4.8

PREFERENCE OF MEDIUM OF ADVERTISEMENT

S.NO MEDIUM RESPONDENTS PERCENTAGE

1 Newspaper 32 27

2 Television 52 43

3 Magazine 28 23

4 Internet 08 07

Total 120 100

SOURCE: PRIMARY DATA

 43% of respondents are prefer television advertisement

 27% of respondents are prefer newspaper advertisement
 23% of respondents are prefer magazine advertisement
 7% of respondents are prefer magazine advertisement
CHART No: 4. 8

MEDIUM OF ADVERTISEMENT
Medium of advertisement

43

27
23

Newspaper Television magazine internet

Medium of advertisement you prefer

30
 Table No: 4.9

TIME SPENT IN TELEVISION

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 Less than 1hours 70 58

2 1-2hours 30 25

3 2-3hours 12 10

4 More than 3hours 08 07

Total 120 100

SOURCE: PRIMARY DATA

 58%of the respondents are spent less than 1 hour in television

 25%of the respondents are spent 1-2 hours in television
 10%of the respondents are spend 2-3 hours in television
 7%of the respondents are spent more than 3 hours in television

CHART No: 4.9

TIME SPENT IN TELEVISION

Time Spent In television
70

60 58

50

40
HOURS

30
25

20

10
10
7

0
less than 1 hour 1-2hours 2-3hours More than 3hours

TABLE No: 4.10

31
 BEST ADVERTISEMENT

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 Audio Media 83 69

2 Visual-audio Media 20 17

3 Print Media 12 10

4 Any other 05 04

Total 120 100

SOURCE: PRIMARY DATA

 69% of the respondents says that the audio media is the best advertisement
 17% of the respondents says that the visual audio is the best advertisement
 10% of the respondents says that the print media is the best advertisement
 4% of the respondents says that the any other is the best advertisement

CHART No: 4.10

BEST ADVERTISEMENT
BEST ADVERTISEMENT
80

69
70

60

50

40

30

20 17
10
10
5
0
Audio -media Visual-audio media Print-media Any Other

percentage

TABLE No: 4.11

32
 DURING ADVERTISEMENT BREAKS

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 Watch few ads 30 25
2 Change the channel 25 20

3 Start working something 50 42

else
4 Make the TV mute 15 13

Total 120 100

SOURCE: PRIMARY DATA

 25% of the respondents are during ad breaks to watch few ads

 20% of the respondents are during ad breaks to change the channel
 42% of the respondents are during ad breaks to start working something else
 13% of the respondents are during ad breaks to make the TV mute

CHART No: 4.11

DURING ADVERTISEMENT BREAKS

During advertisement break
45
42
40

35

30
25
25
20
20

15 13

10

0
watch few ads change the channel start working something mute the tv mute
else

during advertisement break

TABLE No: 4.12

33
 MODE OF PURCHASE

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 Television 88 74

2 Newspaper 21 18

3 Magazine 07 05

4 Internet 04 03

Total 120 100

SOURCE: PRIMARY DATA

 74% of the respondents are influence to buy the product through Television.
 18% of the respondents are influence to buy the product through News paper
 5% of the respondents are influence to buy the product through Magazine
 3% of the respondents are influence to buy the product through Internet

CHART No: 4.12

MODE OF PURCHASE
Mode of product
80
74

70

60

50

40

30

20 18

10
5
3

0
Television newspaper magazine internet

Percentage
/

34
 TABLE NO: 4.13

WIDE –REACH ADVERTISEMENT CHANNEL

S.NO CHANNELS RESPONDENTS PERCENTAGE

1 Entertainment Channel 96 80

2 Newspaper Channel 04 03

3 Sports Channel 20 17

4 Education Channel 00 00

Total 120 100

SOURCE: PRIMARY DATA

 80% of the respondents are prefer wide –range of advertisement through entertainment
channel
 3% of the respondents are prefer wide –range of advertisement through news channel
 17% of the respondents are prefer wide –range of advertisement through sports channel

CHART No: 4.13

WIDE –REACH ADVERTISEMENT CHANNEL

90

80
80

70

60

50

40

30

20 17

10
3
0
0
entertainment channel newspaper channel sports channel education channel

do you think grater emontional impact

TABLE No: 4.14

35
 DRIVEN PURCHASE

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 Go and buy the product 20 17

2 Think about it and delay your 20 17
purchase decision
3 Try to gathering the information
regarding the product from other 72 60
sources
4 Likes the ad, but never buy the 08 06
product
Total 120 100
SOURCE: PRIMARY DATA

 60% of the respondents are try to gathering the information regarding the product from
other sources
 17% of the respondents are go and buy the product
 17% of the respondents are think about it and delay your purchase decision
 6% of the respondents are like the ad but never buy the product

CHART No: 4.14

DRIVEN PURCHASE
Add makes you emotional
70 60
60
50
40
30
17 17
20
10 6
0
t s t
uc on rce uc
ro
d i si ou ro
d
ec rs
h ep ed he ep
yt as ot th
bu rch m b uy
d u ro er
an u rp tf ev
Go yo d uc tn
lay p ro bu
de he d,
nd gt ea
ta i n e th
u ti ard Li k
bo reg
n ka on
Th
i ati
rm
fo
in
he
n gt
eri
th
ga
to
Try percentage

TABLE No: 4. 15

36
 EMOTIONALLY INFLUENCED BY THE ADVERTISEMENT

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 Yes, always 28 23

2 Sometimes 36 30

3 Never 12 10

4 Depends upon the types of the 44 37

advertisement
Total 120 100
SOURCE: PRIMARY DATA

 37% of the respondents are emotionally influenced by the advertisement

 23% of the respondents are emotionally influenced by sometimes
 10% of the respondents never emotionally influenced by the advertisement
 30% of the respondents are emotionally influenced by depends upon the types of the
advertisement

CHART No: 4.15

EMOTIONALLY INFLUENCED

EMOTIONALLY INFLUENCED
40
37

35

30

25
23

20

15

10
10

5
3

0
Yes always sometimes never depends upon the type of the ad

INFLUENCED BY THE ADVERTISEMENT

37
 Table No: 4.16

TELEVISION ADVERTISEMENT

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 Models 32 27

2 Background 20 16

3 Theme 50 42
4 Photography 18 15

Total 120 100

SOURCE: PRIMARY DATA

 27% of the respondents are said that the model of T.V advertisement is attracted
 16% of the respondents are said that the background of T.V advertisement is attracted
 42% of the respondents are said that the theme of TV advertisement is attracted
 15% of the respondents said that the photography of TV advertisement is attracted

CHART No: 4.16

TELEVISION ADVERTISEMENT
Ccreativity in tv advertisement
45
42

40

35

30
27

25

20

16
15
15

10

0
models background theme photography

creativity in tv advertisement

38
 TABLE No: 4.17

MOST ENJOYABLE CATAGORIES

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 Food & beverages 32 27

2 Fashion 20 16

3 Travel & leisure 50 42

4 Health & Wellness 18 15

Total 120 100

SOURCE: PRIMARY DATA

 42 % of the respondents are most enjoyable categories of travel & leisure

advertisement
 27% of the respondents are most enjoyable categories of food & beverage
advertisement
 15% o of the respondents are most enjoyable categories of health &wellness
advertisement
 16% of the respondents are most enjoyable categories of fashion trends
advertisement

CHART No: 17

39
 MOST ENJOYABLE CATAGORIES
Most Enjoyable Categories
45
40
40

35

30

25 23
20

15 12 categories
10
10 7 8
5

es on et
s re es
s ve
ag sh
i
dg siu ln oti
er Fa ga le el
ev l & w t om
b y& ve & au
& og ra lth
od no
l t ea
Fo ch
h
Te

TABLE No: 4.18

SOCIAL MEDIA PLATFORM

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 Facebook 28 23

2 Instagram 68 57

3 Twitter 20 17
4 YouTube 04 03

Total 120 100

SOURCE: PRIMARY DATA

 57% of the respondents are using social media for advertisement on Instagram
 23% of the respondents are using social media for advertisement on Face book.
 17% of the respondents are using social media for advertisement on Twitter.
 3% of the respondents are using social media advertisement on YouTube

CHART No: 4.18

SOCIAL MEDIA PLATFORM

40
 Social media platform
60
57

50

40

social media platform do you find the most effec-

tive for adds
30
23

20
17

10
3

0
Facebook Instagram Twitter YouTube

41
 CHAPTER- V

42
 CHAPTER- V
FINDINGS, SUGGESTION AND CONCLUSION

FINDINGS

 Majority of respondents (i.e., 43%) are professionals, 30% respondents are students

 47% respondent’s monthly income is below Rs 10,000.

 It gives the Result of 70% of the respondents are aware about HUL brands.

 70% of respondents are preferred to see the advertisements.

 43% of respondents prefer advertisement on Television making it the most favored

medium.

 65% of respondents are spent less than 1 hour on Television.

 70% of advertisements rely on visual-audio media making it the best proven choice.

 42% of respondents during ad break to watch few advertisements.

 74% of respondents are influence to buy the product through Television.

 80% of wide-range advertisement channels are preferred on entertainment platform

making them the most dominant choice.

 The respondents are driven to purchase 60% is try to gathering the information regarding
the product from other sources.

 37% of the respondents emotionally influenced by the ad depends up on the type of the
ads

 42% of the respondents said that the important aspect of T.V ad is theme.

 This finding shows 42% of the respondent’s categories and style advertisement through
travel & leisure.

 57% of social media platform prefer Instagram for advertisement.

43
 SUGGESTIONS
 The company should create awareness about all its brands.
 The company should concentrate on the illiterate people and making the T.V ads
understandable and simple.
 The company should improve the memorability of ads by playing the ads very repeatedly.
 The company wants to enhance the creativity of the ads by improving the quality of the
products.
 Improve the productivity of the HUL ads compare with similar nature of other ads.
 Increase the ads in the News channel and Educational channel.

CONCLUSION

 Adverting plays a vital role in promoting a product or service of any company who would

like to reach their target audience with a relevant advertising message.

 It's a life blood of any product success in the market place.

 It's the responsibility of the HUL company to choose right advert suing agency, right

message to reach out to right target audience to get a good brand recall and gain high

market share of its products or services.

 HUL Company is one of the fast moving consumer goods in the country.

 As my research work I conclude that the most of the customers are satisfied and a few

customers are dissatisfied about the HUL advertising.

44
 APPENDIX
QUESTIONNAIRE
1. Gender
( ) Male ( ) Female

2. Your age?
( ) Below 20 years ( ) 20 – 30 years
( ) 30-40 years ( ) above40 years
3. Occupation
( ) Professional ( ) Business
( ) Student ( ) House wife
4. Education
( ) Literate ( ) Illiterate
5. Your income
( ) Below 10,000 ( ) 10,000-20,000
( ) 20,000- 30,000 ( ) Above 30,000
6. Are you aware of HUL brands?
( ) Yes ( ) No
7. Do you prefer to see advertisement?
( ) Yes ( ) No
8. Which medium of advertisement you prefer?
( ) Newspaper ( ) Television
( ) Magazine ( ) Internet
9. How many hours you spent on television in a day?
( ) Less than 1hours ( ) 1-2hours
( ) 2-3hours ( ) more than 3hours
10. In yours opinion which media can prove to be the best for advertisement?
( ) audio media ( ) visual-audio media
( ) print media ( ) any other

45
11. What do you do during ad breaks?
( ) watch few ads ( ) start working something else
( ) change the channel ( ) make the TV mute
12. What mode of advertisement would most catch your attention to buy the product?
( ) Television ( ) News paper
( ) Magazine ( ) Internet
13. Which channel is primarily used to reach the widest audience for product advertisement?
( ) Entertainment channel ( ) News channel
( ) Sports channel ( ) Education channel
14. When you feel that when advertisement makes you emotional, you?
( ) Go and buy the product
( ) Think about it and delay your purchase decision
( ) Try to gather information regarding the product from other sources
( ) Like the ad, but never buy the product
15. You buy a product by being emotionally influenced by the add
( ) Yes, always ( ) Sometimes
( ) Never ( ) Depends up on the type of the ad
16. Which aspect of T.V add is important to you?
( ) Models ( ) Back ground
( ) Theme ( ) Photography
17. What kind of product advertisement do you enjoy the most?
( ) Food & beverages ( ) Fashion
( ) Technology & gadget ( ) health & wellness
18. Which social media platform do you find the most effective for advertisement?
( ) Facebook ( ) Instagram
( ) Twitter ( ) YouTube

46