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    Comparative Advertising

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    anokhee amin
    This document provides a synopsis for a proposed research study on the influence of comparative advertising on consumer behavior and awareness in the fast-moving consumer goods (FMCG) sector. The study aims to identify the impact of comparative advertising on consumer awareness and buying behavior. It also seeks to determine if comparative advertising is more attention-getting and memorable than other ad types. The research will use a descriptive study design with primary data collected through questionnaires from a sample of 100 FMCG consumers in Bangalore.

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    Comparative Advertising

    Uploaded by

    anokhee amin
    375 views9 pages
    This document provides a synopsis for a proposed research study on the influence of comparative advertising on consumer behavior and awareness in the fast-moving consumer goods (FMCG) sector. The study aims to identify the impact of comparative advertising on consumer awareness and buying behavior. It also seeks to determine if comparative advertising is more attention-getting and memorable than other ad types. The research will use a descriptive study design with primary data collected through questionnaires from a sample of 100 FMCG consumers in Bangalore.

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    This document provides a synopsis for a proposed research study on the influence of comparative advertising on consumer behavior and awareness in the fast-moving consumer goods (FMCG) sector. The study aims to identify the impact of comparative advertising on consumer awareness and buying behavior. It also seeks to determine if comparative advertising is more attention-getting and memorable than other ad types. The research will use a descriptive study design with primary data collected through questionnaires from a sample of 100 FMCG consumers in Bangalore.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    375 views9 pages

    Comparative Advertising

    Uploaded by

    anokhee amin
    This document provides a synopsis for a proposed research study on the influence of comparative advertising on consumer behavior and awareness in the fast-moving consumer goods (FMCG) sector. The study aims to identify the impact of comparative advertising on consumer awareness and buying behavior. It also seeks to determine if comparative advertising is more attention-getting and memorable than other ad types. The research will use a descriptive study design with primary data collected through questionnaires from a sample of 100 FMCG consumers in Bangalore.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 9

    SYNOPSIS

    OF THE PROPOSED RESEARCH TOPIC ENTITLED


     
    “INFLUENCE OF COMPARATIVE ADVERTISING ON CONSUMER BUYING BEHAVIOUR AND AWARENESS IN
    THE FMCG SECTOR” 

    This Synopsis of the Dissertation is being submitted in partial fulfillment of the requirements for the
    award of the Degree of
    MASTER OF BUSINESS ADMINISTRATION
    of
    BANGALORE UNIVERSITY
    This study has been undertaken by
     
    ANOKHEE AMIN
    Reg. No. 07VWCM6007
    Under the guidance of
     
    Prof. M. A. Raja Sekhar
    Alliance Business Academy

     
     
    ALLIANCE BUSINESS ACADEMY
    BANGALORE-560076
    Batch 2006-2008
     Fast Moving Consumer Goods (FMCG) sector

     Comparative advertising
    3.1 Objectives
    • To identify how aware the customers are
    about a product which is advertised in
    comparison to another product.
    • To identify the impact of comparative
    advertising on consumer buying behavior.
    • To identify if comparative advertising is
    more attention getting and memorable than
    other kind of advertising.
     To identify how is comparative advertising
    advertisement perceived consumers.

     To identify the awareness level of products not


    advertised in a comparative manner.

     To identify if comparative advertising makes the


    product more desirable or enhances perceptions of
    quality.
     To identify if the consumers perceive a relation
    between the name of a company and the amount of
    credibility they place in the comparative ad
    portrayed by it.

     To compute the general attitude of customers


    towards comparative advertisements.
    4.2 Type of research: Descriptive Study
     
    4.3 Tools for data collection: Questionnaire

    4.4 Type of data: Primary data which will be


    collected through questionnaires.
    Secondary data-which will be collected by
    referring to various studies, articles, books and
    websites.
    4.5 Sampling plan

     Sample size: The Sample Size undertaken for the


    purpose of research will be 100 consumers of FMCG
    products, in Bangalore.

     Sample procedure: non probability judgment


    sampling
    THANK YOU!!

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