IMPACT OF ADVERTISING ON

CONSUMER BEHAVIOUR

MBA Dissertation Synopsis Presentation

By
Debidarshani Mohapatra
Reg. No :1261333008

Under the Guidance of :
Ayaskanta Mohanty
&
Alaka samantaray
Asst.Professor
Institute of Business and Computer Studies
Bhubaneswar

2


Contents
Introduction
Research Objectives
Importance of study
Research Methodology
Litereture Review
Plan of Study
References

Introduction
Advertising can be defined as another strategy as an approach towards
competitive advantage. Advertising is a form of communication that
includes the name of the product or service and how that product or service
could potentially benefit the consumer.
All marketing starts with the consumer. So consumer is a very important
person to a marketer. . Advertising can also help to convince potential
buyers that a firms product or service is superior to competitors product in
make in quality, in price etc. it can create brand image and reduce the
likelihood of brand switching even when competitors lower their prices or
offer some attractive incentives. Advertising denotes a specific attempt to
popularize a specific product or service at a certain cost. It is a method of
publicity. It always intentional openly sponsored by the sponsor and
involves certain cost and hence is paid for.
Research Objectives
To study the impact of the Advertisements on the brand
preference of consumers.
To find out the consumer preference regarding the most
effective media for Advertisements.
To study the impact of the celebrity endorsement on the
consumer buying behaviour.
Importance of the Study



This study will help to understand the impact of
advertisement on consumer buying behavior.
Research Methdology
Sampling Plan:
The sampling procedure to be used for this study will be stratified random sampling.
The stratification will be done on the basis of geographic locations. The sample size
will be 200.

Methods of Data Collection:
The instrument which will be used for the collection of primary data is a ready made
questionnaire, which needs to be coded in order to be analyzed. The questionnaire has
to be piloted in a customer group, whereby customers will be allowed to critically
analyze the questionnaire in case any amendments needed to be made. Once this will
have been done, the questionnaire will be ready to be carried out on a sample of
customers. Data will be collected using the personal-contact approach.

Sources of Data:
The data will be collected by using primary method and secondary method. A survey
will be conducted by using questionnaire in order to get the data from the focus group
and use its result to analyze and draw a conclusion. The data will be collected from
secondary sources like internet, magazines, articles etc.

Statistical Tools for Analysis
The data produced from the coded questionnaire will be processed via analysis and
interpretation, for the clarity of understanding. The software package SPSS will be
used to carry out the analysis based on the two areas, viz.Chi Square Test and
percentile method.
Sample size:
The sample size will be taken for the study is 200.

Sample location:
Basically the data will be collected from the general customers : it includes students,
business men, service holders and other customers of different age groups .


PLAN OF STUDY


The research report shall contain the following chapters:
Chapter-I
It will cover the introductory part, problem statement, research objectives, Statements of
hypotheses, Research methodology
Chapter-II
This chapter shall highlight the theoretical aspects of Advertisement and consumer behaviour
Chapter-III
This chapter shall emphasize on review of literature.
Chapter-IV
It will cover the data presentation, data analysis and interpretation
Chapter-V
It will cover summary of findings, suggestions, conclusion, and scope for future research and
managerial implications.

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