Comparative Advertising

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 ADMINISTRATIONof

BANGALORE UNIVERSITYThis study has been undertaken by

 ANOKHEE AMIN

Reg. No. 07VWCM6007Under 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

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