THE IMPACT OF ADVERTISEMENT of consumer goods on CUSTOMER’S BRAND PREFERENCE

“THE IMPACT OF ADVERTISEMENT of consumer goods on CUSTOMER’S BRAND

PREFERENCE”

UNDER THE GUIDANCE OFPROF. NARAYAN PRASAD BY CHANDRIMA

DUTTA

OBJECTIVES:• A study on the impact of Electronic media on brand

preference.• A study on the impact of Print media on brand

preference.• A study on the impact of Other media on brand

preference.

RESEARCH METHODOLOGY AND RESEARCH DESIGN:

• Primary data:

Through questionnaire .• Secondary data:

Through internet

• Sample Procedure : Random sampling• Sample Size :150

Advertising

Non-personal presentation or promotion of ideas, goods

or services

Through selected media outlets

An identified sponsor

Single message can reach a large number of people.

Does not stimulate immediate demand for the product

Functions of Advertising

Stimulates Demand

Strengthens Other Promotion Mix Elements

Develops Brand Preference

Lowers Prices

Competitive Weapon

.

Brand

The American Marketing Association defines a brand as :

“A Brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors”

Brand preference

“Brand preference is the Selective demand for a company's brand rather than a product; the degree to which consumers prefer one brand over another”.

Brand preference choice criteria

Memorable

Meaningful

Likeability

Transferable

Adaptable

Protectable

Findings

Prefer quality and acquire information about their brands from television.

Purchase a product because favourite celebrity is endorsing it.

Go to the stores by seeing the hoardings and banners.

Spread word of mouth after using a product.

Music is very important in an advertisement.

Internet advertisement creates brand awareness about a product.

Conclusion

The awareness level of the brand is good only because of advertisements.

Television advertisements have more reach to the people.

Customers of the age group of 20-30 are more interested in advertisements and brands.

For an advertisement to be effective the price, the music and the tag line should be highlighted.

Customer’s(especially the younger generation) refer internet for the product features shown in internet advertisements.

Suggestions

Companies should research continuously for quality improvement.Develop more effective advertising campaigns

Advertising messages should both be persuasive and reminder-oriented.

. Comparative advertising is useful in this regard. Integrated advertising of their

product can also be employed.

Television combines motion, sound, and special visual effects for which it is the most

preferred media for advertisements.

More budgets could be devoted to TV adverts in view of the consumers’.