ISSN : 2278-8387 Vol 1 (1), 2012

THE EFFECT OF BILLBOARDS ADVERTISEMENT ON CONSUMER (A study of Kurukshetra & Kaithal cities of Haryana State)
Mr. Anil Kumar Asst. Professor, Department of Management Studies & Research CBS Group of Institutions, Jhajjar (Haryana) Email: anilror@gmail.com ABSTARCT
The purpose of this study was to determine the effect of billboards advertisement on consumer, on survey participants (consumers) who are living in Kurukshetra& Kaithal cities in Haryana state and to measure the effects on participants' purchasing behavior. The research also attempted to specify the different characteristics of billboard advertisements in comparison to other advertising instruments. The other research aims are to designate the status of billboard advertisements among the advertisement instruments which are thought to have an effect on the purchasing behavior of consumers and to determine the effects and dimensions of billboard advertisements. A face-to-face interview survey is conducted on 150 people who live in Kurukshetra & Kaithal cities and who are selected with random sampling. The researchers used a number of statistical tools and tests like Kaiser- Meyer Olkin Measure of sampling Bartletts Test of Sphericity, Multivariate Factors analysis, Eigen value, Chi-square test and the like of evaluation of the present study and SPSS 17.0 for Windows. Based on the findings that age, years of experience, salary, and the like the researches have valid constructive suggestions that could be carried out in the future. The result of the analysis shows that people generally have positive opinions about advertisements. They think that billboard advertisements have more effective visual impact. However, awareness of billboard advertisement amongst some people is relatively low. The results of the study indicate that billboard advertisements which create different ideas, which are effective in informing and persuading people and which are sensitive to the environment can be viewed positively by consumers. In particular, amongst consumers with higher educational and income levels, billboard advertisements are becoming striking and their visibility is increasing. Keywords: advertisement, billboards, multivariate, sampling, Dimensions.

INTRODUCATION Advertising: Advertising is a form of communication used to promote products and services of a company primarily to generate sales and secondary to create a brand identity, introduce new products and services, communicating a change in the existing product line. It also helps in communicating social messages to the masses. Types of Advertising There are various types of advertising which are mentioned below: Print Advertising: Newspapers, Magazines, Brochures, Fliers Broadcast advertising: Television, Radio and the Internet Outdoor Advertising: Billboards, Kiosks, Tradeshows and Events Covert Advertising: Advertising in Movies
BPR Technologia : A Journal of Science, Technology & Management 44

ISSN : 2278-8387 Vol 1 (1), 2012

Public Service Advertising: Advertising for Social Cause Celebrity Advertising In modern times, advertising is considered an effective and cost efficient tool of communication. It has been playing a significant role in our socio-economic life. Through advertising is used for non economic purpose, it is highly used to attain business objectives. In globalization and deregulation, advertising has acquired a new status. Advertising carries several responsibilities. To aware of products and make informed choices among different products or brands Advertising also benefits businesses in assisting them to sell their products. A powerful force in terms of its persuasiveness and functions a critical social role etc.

Advertising creates a good employment opportunities, lot of information provide regarding the development taking place in the society, contributes to economic growth, and provides information about product and services available in the market which helps in taking buying decisions. Apart from these, advertising is an informer of the clients business enterprise and non business enterprises. Its basic purpose is to communicate with the society through appropriate message and media. Conclude that our study attempts to identify the perception of consumer about billboards advertising in general.

BILLBOARD ADVERTISING A billboard is a large outdoor advertising structure. Billboard advertising remains a very cost effective way to reach a large audience. Advertising style of Billboard advertisements are designed to catch a person's attention and create a memorable impression very quickly, leaving the reader thinking about the advertisement after they have driven past it. They have to be readable in a very short time because they are usually read while being passed at high speeds. Once the Billboard Advertising method is decided, there are three very important elements left to deal with Proper Design, Print Quality of billboards, Installation etc.

Keys to effective billboard campaigns: Keep the messages simple. Develop a strong tagline Repetition and volume is crucial, an effective campaign requires several billboards. Make the logo visible so people recognize the brand & can search you out. Place billboards in areas that your target market frequents.
BPR Technologia : A Journal of Science, Technology & Management 45

ISSN : 2278-8387 Vol 1 (1), 2012

RESEARCH METHODOLOGY This study is aimed at identification of the consumer perception about billboard advertisement underlying the attitude of people towards billboards advertisement in General THE INSTRUMENT

For the purpose of this study, 15 belief statements has been used .These statements are regarding attitude-towards- billboards advertising in general and have been presented in the form of a comprehensive model depicting the primary structure of belief and attitudes about billboards. LIMITATION OF STUDY

The present study has some limitations. First, the study has been conducted in the two cities (Kurukshetra, Kaithal) of Haryana State. Naturally, opinion of people of other places may be different. Second, the respondents for this study were educated. Illiterate and less literate people might have different views. Third, the variables selected for the study have been taken from literature. Fourth, the analysis is based on five point Likerts scale only. THE SAMPLE

The population for the study comprised the general public from Haryana State (Kurukshetra, Kaithal). A sample of 150 respondents comprising 82 from Kurukshetra and 68 from Kaithal was selected on the basis of convenience sampling. The data has been collected personally with the help of well structured and non-disguised questionnaire. After scrutiny of the filled questionnaire s, 145 were found to be fit for analysis; others were incomplete or lacked seriousness in response and weeded out. People from all strata of society were included in the survey to make the sample more representative. Table 1 gives the description of demographic characteristics of the respondents. Table1: Demographic Characteristics of Respondents based on Age Age Number of Respondents Percentage Up to 25 years 45 31 25-50 years 70 48.3 Above 50 years 30 20.7

Fig-1

BPR Technologia : A Journal of Science, Technology & Management 46

ISSN : 2278-8387 Vol 1 (1), 2012

Table-2 Demographic Characteristics of Respondents based on Sex Male 95 65.5 Female 50 34.5

Fig-2 Table-3 Demographic Characteristics of Respondents based on Occupation Business 20 13.8 Service 50 34.5 Students 40 27.6 Housewife 20 13.8 Retired 15 10.3

Fig-3 Table-4 Demographic Characteristics of Respondents based on Education Under Graduation 35 24.1 Graduation 50 34.5 Post-Graduation 35 24.1 Any Professional Degree 25 17.2

Fig-4 Table-5 Demographic Characteristics of Respondents based on Income (Total=50) Below Rs 10,000 10 20 Rs 10,000-Rs 20,000 20 40 Rs20,000-Rs 30,000 10 20 Above Rs-50,000 10 20

BPR Technologia : A Journal of Science, Technology & Management 47

ISSN : 2278-8387 Vol 1 (1), 2012

Fig-5 Table-6 Demographic Characteristics of Respondents based on Marital Status Married 95 65.5 Unmarried 50 43.5

Fig-6 DATA ANALYSIS On the basis of the research objective, multivariate analysis model was selected In order to find out the dimensionality of beliefs toward advertising; a factor analytic technique has been used. Factor analysis has been applied to the response of all 145 respondents regarding 15 belief statements measured on a five point Likert Scale. In order to test the suitability of the data for factor analysis, the correlation matrix was computed and examined. The results indicated that there were enough correlations to justify the application of factor analysis. Before test applying factor analysis; data were tested by Bartletts test and Kaiser- MeyerOlken (KMO) measures. The Bartletts test examines the null Hypothesis that variables are not correlated. The calculated value of chi-square was 293.065(degree of freedom 105 and significance .000) which were greater than tabulated value at 5% significant level. Therefore, null hypothesis was rejected and variables were correlated. To measure sampling adequacy for factor analysis, Kaiser- Meyer-Olken was employed. The measured value was .588, which was greater than 0.50 that indicated (values between.50 to 1.00) appropriateness of sample .The factor analysis model was applied with principle component analysis as extracted method followed by varimax rotation. All factor loadings greater than .40 (ignoring signs) have considered for further analysis. Six factors were extracted which accounted for 61.562 percent of the total variance. The percentage of total variance is used as an index to determine how well the total factor solution accounts for what the variables together represent. The results of principle component Analysis with Varimax rotation for overall sample are shown

BPR Technologia : A Journal of Science, Technology & Management 48

ISSN : 2278-8387 Vol 1 (1), 2012

in Table7. The Eigen values of factors/ components were 2.620, 1.528, 1.507, 1.350, 1.209 and 1.020 respectively, which explained 61.562 of total factors variance. FACTOR ANALYSIS
Table7-KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .588 Bartlett's Test of Sphericity Approx. Chi-Square 293.065 Df Sig. 105 .000

Table8-Communalities Initial Extraction

VAR00001 1.000 .579 VAR00002 1.000 .578 VAR00003 1.000 .737 VAR00004 1.000 .662 VAR00005 1.000 .652 VAR00006 1.000 .697 VAR00007 1.000 .705 VAR00008 1.000 .555 VAR00009 1.000 .612 VAR00010 1.000 .694 VAR00011 1.000 .671 VAR00012 1.000 .477 VAR00013 1.000 .605 VAR00014 1.000 .498 VAR00015 1.000 .514 Extraction Method: Principal Component Analysis.

Table9-Total Variance Explained Initial Eigen values Compo nent Total 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 2.620 1.528 1.507 1.350 1.209 1.020 .945 .871 .763 .696 .639 .592 .469 .445 .346 % of Variance 17.469 10.189 10.046 8.998 8.061 6.799 6.301 5.806 5.085 4.639 4.258 3.946 3.127 2.970 2.306 Extraction Sums of Squared Loadings Cumulative Total % 17.469 2.620 27.658 37.704 46.702 54.763 61.562 67.863 73.669 78.755 83.393 87.651 91.598 94.724 97.694 100.000 Extraction Method: Principal Component Analysis. BPR Technologia : A Journal of Science, Technology & Management 49 1.528 1.507 1.350 1.209 1.020 Rotation Sums of Squared Loadings % of Variance 11.053 10.729 10.534 10.206 9.813 9.226 Cumulative % 11.053 21.782 32.317 42.523 52.336 61.562

% of Cumulative Total Variance % 17.469 17.469 1.658 10.189 10.046 8.998 8.061 6.799 27.658 37.704 46.702 54.763 61.562 1.609 1.580 1.531 1.472 1.384

ISSN : 2278-8387 Vol 1 (1), 2012

Table11-Rotated Component Matrix Component 1 VAR00001 VAR00002 VAR00003 VAR00004 VAR00005 VAR00006 VAR00007 VAR00008 VAR00009 VAR00010 VAR00011 VAR00012 VAR00013 VAR00014 VAR00015 .138 .592 -.215 -.069 -.015 .114 -.180 .054 .266 .685 2 .113 .237 3 .739 .268 .133 -.128 .006 .309 .152 -.007 -.018 .031 .059 .423 .176 .692 .341 4 5 6 -.019 -.023 .252 .753 .121 .107 -.470 -.052 .306 .134 -.045 .107 .019 .042 .612 .034 .010 -.219 -.228 .345 .092 .060 .021 .469 .737 .653 .276 .146 .074 .234 -.032 .036 -.671 -.197 -.027 .293 -.064 .016 .137 .357 .057 .396 .718 .064 .120

-.201 .160 .795 .700 .452 .076 -.032 .047 .795 -.095 -.098 -.339 .027 .045 .064 .087 .057 .068

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.

Table12-Component Transformation Matrix Component 1 2 3 4 5 6 1 .523 -.462 .064 .017 -.689 .184 2 .378 .757 -.297 -.145 -.322 -.267 3 .509 .104 -.246 .476 .439 .501 4 .341 .158 .615 -.590 .263 .253 5 .424 -.404 -.265 -.225 .399 -.614 6 .169 .119 .632 .595 .001 -.452

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.

INTERPRETATION
Table13-Principal Component Analysis with Varimax Rotation (Overall Sample, N=145) Statement Label Factor1 Factor2 Factor3 Factor4 Factor5 Factor6 Communality VAR00001 .138 .113 .034 .010 -.019 .579 .739 VAR00002 .592 .237 .268 -.219 -.228 -.023 .578 VAR00003 -.215 -.201 .133 .345 .252 .737 -.671 VAR00004 -.069 .160 -.128 .092 -.197 .662 .753 VAR00005 -.015 .006 .060 -.027 .121 .652 .795 VAR00006 .114 .309 .021 .293 .107 .697 .700 VAR00007 -.180 .452 .152 .469 -.064 -.470 .705 VAR00008 .054 .076 -.007 .016 -.052 .555 .737 VAR00009 .266 -.032 -.018 .137 .306 .612 .653 VAR00010 .685 .047 .031 .276 .357 .134 .694 VAR00011 -.095 .059 .146 .057 -.045 .671 .795 VAR00012 -.098 -.339 .423 .074 .396 .107 .477
BPR Technologia : A Journal of Science, Technology & Management 50

ISSN : 2278-8387 Vol 1 (1), 2012

VAR00013 VAR00014 VAR00015 Eigen Value Percent of Variance Cumulative Variance

.027 .064 .057 2.260 17.469 17.469

.045 .087 .068 1.528 10.189 27.658

.176 .692 .341 1.507 10.046 37.704

.234 -.032 .036 1.350 8.998 46.702

.718 .064 .120 1.209 8.061 54.763

.019 .042 .612 1.020 6.799 61.562

.605 .498 .514 8.874

CONCLUSION
Table14-Showing the Resulted Factors with Related Loading Factors Variables/Statements
1. Advertising through Billboards is necessary. 2. We can get product /service information through Billboards Advertisement 3. In general, Billboards Advertising is misleading. 4. Billboards Advertising persuade people to buy things they should not buy. 5. Billboards Advertising results in better products for public. 6. Billboards tell me which brands have the features I am looking for. 7. In general, Billboards advertisements present a true picture of the product advertised. 8. There is too much sex in Billboards advertising today. 9. Because of Billboards advertising, people buy a lot of things they do not really need. 10. In general, Billboards advertising promotes competition, which benefits the consumers. 11. Billboards Ads. helps me keep up date about products/ services available in the market place. 12. Some products/services promoted in Billboards advertising are not good for society. 13. Improves product recall advertising through billboards 14. Economical method of generating awareness is billboard advertising 15. There is very little one can communicate through billboards advertising.

F1 ---.592 ---------------------------.685 .795 -----------------

F2

F3

F4

F5

F6

----- .739 ----- --------- --------- ----.79 ----5 .70 ----0 ----- --------- --------- --------- --------- --------- --------- --------- .692 ----- -----

----- ----- --------- ----- --------- .67 ----1 ----- ----- .75 3 ----- ----- --------- ----- --------- ----- ----.73 ----- ----7 .65 ----- ----3 ----- ----- --------- ----- --------- ----- --------- .71 ----8 ----- ----- --------- ----- .61 2

Table15-Dimensions of Consumers Belief toward Advertising Factor Name of Dimension Label Statement( factor Loading)

Number (% of Variance) Factor1 Helpful for Society V2

We can get product /service information through Billboards Advertisement

BPR Technologia : A Journal of Science, Technology & Management 51

ISSN : 2278-8387 Vol 1 (1), 2012

(17.469%)

V10

In general, Billboards advertising promotes competition, which benefits the consumers.

V11 Factor2 Better Quality Product (10.189%) Factor3 Necessity (10.046%) Factor4 Harmful for Society (8.998%) Factor5 Manipulative (8.061%) Factor6 Persuasion Factor (6.799%) V15 V5 V6 V1 V14 V8 V9 V3 V13 V4

Billboards Ads. helps me keep up date about products/ services available in the market place Billboards Advertising results in better products for public. Billboards tell me which brands have the features I am looking for. Advertising through Billboards is necessary. Economical method of generating awareness is billboard advertising There is too much sex in Billboards advertising today. Because of Billboards advertising, people buy a lot of things they do not really need. In general, Billboards Advertising is misleading. Advertising through billboards improves product recall.

Billboards Advertising persuade people to buy things they should not buy There is very little one can communicate through billboards advertising.

BILLBOARDS ADVERTISING BELIEFS Dimensions are: S.N o. 1 Helpful for Society Better Quality Product Necessity Harmful for Society Manipulative Persuasion Factor

Table 15: THE EFFECT OF BILLBOARDS ADVERTISEMENT ON CONSUMER Consumer Perception Helpful for Society This dimension represents consumers perception about the helpful implications of billboards advertising for social fabric 2 Better Quality Product The belief of consumers that billboards advertising helps in Description

BPR Technologia : A Journal of Science, Technology & Management 52

ISSN : 2278-8387 Vol 1 (1), 2012

raising their standard of living and improving the quality of life 3 Necessity The belief of consumer that billboards advertising is necessity in present competitive market 4 Harmful for Society About the harmful / negative implications of billboards advertisement for the society 5 6 Manipulative Persuasion Factor Misleading aspects of billboards advertising The belief all about perused to the consumer

REFERENCE
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Kotler, Keller, Koshy, Jha (2010), Marketing Management-A South Asian Perspective, 13th Edition PEARSON, and Prentice Hall. Belch, George E. & Michael E. Belch (1998). Advertising and Promotions: Marketing Communication An Integrated Communications Perspectives: 4th ed. Boston: Irwin McGraw-Hill, Andrew, J. Craig (1989),The dimensionality of beliefs towards advertising in general Journal of Advertising, 18(1), pp.26-35. Armstrong, Gary and Kotler, Philip (2000) Marketing: An Introduction, Prentice- Hall, Upper Saddle River, New Jersey. Kotler, Philip, Marketing Management, 11th Edition PEARSON, and Prentice Hall. Unethical issues in advertising by Amit Verma, in Indian Journal of Marketing, volume: 41, Number: 3, March, 2011 Bhargava, Mukesh, and Naveen Donthu (1999), Sales Responseto Outdoor Advertising, Journal of Advertising Research, 39 (July/August), 718. Khairullah, H. Z. and Khairullah, Z.Y. (2002). Dominant cultural values: content analysis of the U.S. and Indian print advertisements. Journal of Global Marketing, 16, (1/2), pp.47-70. http//:www.google.co.in Accessed on January11, February12, March 14, 2011

http//:www.wikipedia.com (accessed on 12-05-2011)

BPR Technologia : A Journal of Science, Technology & Management 53