By. Mrs.Priya.

Sengupta

Introduction
Hedonic term relates to pleasure. Hedonism is the

belief that gaining pleasure is the most important thing in life. Indian Ads Trend in market has changed drastically from showing utilitarian benefits of ad to slowly shifting towards hedonic attributes of pleasure ,emotion, fun etc.

Continuation
Advertising is to persuade the customers to purchase

and the hidden agenda behind every ad is to sell. One of the tactics used today is hedonism.

Introduction to research topic

The present research is done on two hedonic

advertisements.
Aamsutra of Slice Axe Chocolate Spray

The response of people of 4 different age groups

towards these advertisement have been considered.

Continuation
Demographic segmentation has been taken into

consideration and following age group respondents have been selected: 15-25 yrs 25-35yrs 35-45yrs 45& above

Objective of the study

To study the reception of hedonic advertisement based

on the age differences To understand the impact of hedonic advertisement on brand recall process of different age group To study whether there is an inclination to purchase a product after viewing a hedonic advertisement

Research Design
Methodology: A combination of secondary and primary research was conducted to understand the reaction of respondents towards hedonic advertisements. Secondary Data sources included articles, online websites and reports Primary data collection has played a major role in this research , primary research consisted of qualitative interviews with 80 respondents covering different age group irrespective of gender.

Research Design
Tools:- Self constructed in depth questionnaire
Scope

:1. The paper would discuss the changing trend of advertisements in Indian market. 2. It also makes an attempt to explain whether there is a significant difference in brand recall among different age groups after viewing a hedonic ad and most importantly whether there is a significant difference in inclination to purchase.

Research Design
Sampling: Population : Sampling Unit
All the television Viewers : A viewer of Aamsutra & Axe Chocolate spray advertisement : Convenient sampling

Sampling Method

Limitation of the study

The study is restricted only to reaction of respondents

towards 2 ads i.e. Aamsutra and Axe. Sample size limited to 80 respondents in each age bracket which would again to an extend would not be sufficient to draw a conclusion.

Hypothesis
H1: There is significant difference between the age group in terms of brand recall H2 : There is significant difference between the age group with respect to inclination to purchase

Hypothesis testing
The hypotheses were tested using single factor one way

anova.

Brand Recall Aamsutra

SUMMARY Groups 15-25 25-35 35-45 45 and Above Count 10 10 10 10 Sum 37 35 21 21 Average 3.7 3.5 2.1 2.1 Variance 1.122222 1.166667 1.211111 0.766667

ANOVA Source of Variation Between Groups Within Groups SS 22.7 38.4 df 3 36 MS 7.566666667 1.066666667 F 7.09375 P-value 0.000727 F crit 2.866265557

Total

61.1

39

Brand Recall Axe

SUMMARY Groups 15-25 25-35 35-45 45 and Above Count 10 10 10 10 Sum 41 37 41 40 Average 4.1 3.7 4.1 4 Variance 0.1 0.455556 0.322222 0.444444

ANOVA Source of Variation Between Groups Within Groups SS 1.075 11.9 df 3 36 MS 0.358333333 0.330555556 F 1.084034 P-value 0.368202 F crit 2.866266

Total

12.975

39

Inclination to Purchase - AamSutra

Anova: Single Factor

SUMMARY Groups 15-25 25-35 35-45 45 and Above Count 10 10 10 10 Sum 24 24 19 23 Average 2.4 2.4 1.9 2.3 Variance 1.377778 2.266667 0.766667 1.566667

ANOVA Source of Variation Between Groups SS 1.7 df 3 MS 0.566666667 F 0.379182 P-value 0.768565 F crit 2.866266

Within Groups

53.8

36

1.494444444

Total

55.5

39

Inclination to Purchase - Axe

SUMMARY Groups 15-25 25-35 35-45 45 and Above Count 10 10 10 10 Sum 35 28 18 24 Average 3.5 2.8 1.8 2.4 Variance 1.388889 1.511111 0.844444 0.933333

ANOVA Source of Variation Between Groups Within Groups SS 15.275 42.1 df 3 36 MS 5.091666667 1.169444444 F 4.353919 P-value 0.010242 F crit 2.866266

Total

57.375

39

Findings
Based on the age group the conclusions are as follows: 15- 25 & 25 -35 found to have a good brand recall of Axe Chocolate spray but inclination of buying was not strong after viewing the advertisement. 35 45 age group were confused and not satisfied with Aamsutra advertisement as they could not relate the ad with the product and brand recall was low 45 and above age group were repulsive towards hedonic adv. and owe the reason as impractical The significant difference between age group is found in terms of Brand Recall for Aamsutra Significant difference is seen in terms of purchasing inclination of the product Axe.

Recommendations
Indian companies should focus on innovation than

imitation in order to enhance the inclination and brand recall Companies need to adopt a balanced approach and a fair degree of moderation in terms of exposing the prospective customers to hedonic advertisements.