research design,hypothesis.

1. IMPACT OF ADVERTISING ON FMCG PRODUCTS
AND CONSUMER BEHAVIOUR
Many a small thing has been made large by the right kind of
Advertising – MARK TWAIN
PRESENTED BY
ABHISHEK
AGARWAL
AKASH
PANDIT
ABHIJIT
MUSALE
ANWESHA
MAJUMDER
ANKUR
SARAF
BHARAT
MAHAJAN
ANKIT
BHARADWAJ
BHAVIN
RAJGOR

2. OVERVIEW
Impact of advertising.
Research design
Variables
Objectives
Hypothesis
Questionnaire

3. IMPACT OF ADVERTISING
Advertising is a very effective tools of communicating message to its
target audience.
It has the ability to combine both audio and video communication.
Advertisements creates awareness among the people out there in the
market about the products.
Advertising plays an important role in the process of moving the goods
from the producers to the consumers

4. NOW LETS HAVE A LOOK AT THE
RESEARCH DESIGN
LETS SEE…

5. RESEARCH DESIGN
Descriptive type of research design
It is concerned with describing a population
with respect to important variables.
Exploratory type of research design
To discover idea and insights.
Casual type of research design
To establish cause & effect relationship between variables.

6. VARIABLES
INDEPENDENT VARIABLES
AGE
GENDER
PRODUCT FEATURES
DEPENDENT VARIABLES
CUSTOMER
SATISFACTION
BUYING
SALES

7. OBJECTIVES
 To see if advertisement of FMCG products have any influence on
consumer buying behaviour.
 To study the impact of the advertisements on consumers buying
behaviour on different age group.
 To understand whether the experts recommendation and claim has
any impact on consumer buying behaviour for a FMCG product.
 To check if the characteristics of a product has a greater significance
than a celebrity endorsement.
 To determine the impact of keyword/caption of advertisement on
purchasing behaviour of consumers.
 To study the if the product loyalty has a greater significance than
what is shown in the advertisement.

8. HYPOTHESIS 1
Ho : µi = µn
HA : µi ≠ µn
OBJECTIVE 1
To see if advertisement
of FMCG products have
any influence on
consumer buying
behaviour.
WHERE,
H0 = Influence of advertisement and
consumer buying behaviour is
dependant.
HA = Influence of advertisement and
consumer buying behaviour is
independent

9. HYPOTHESIS 2
Ho : µi = µn
HA : µi ≠ µn
OBJECTIVE 2
To study the impact of
the advertisements on
consumers buying
behaviour on different
age group.
WHERE,
H0 = Relationship between the age of
the respondents and the age group
segmented advertisement shown in the
media is dependant.
HA = Relationship between the age of
the respondents and the age group
segmented advertisement shown in the
media is independent.

10. HYPOTHESIS 3
Ho : µi = µn
HA : µi ≠ µn
OBJECTIVE 3
To understand whether
the experts
recommendation and
claim has any impact on
consumer buying
behaviour for a FMCG
product.
WHERE,
H0 = The relationship between claims by
experts and buying decision for FMCG
product is dependant.
HA = The relationship between claims
by experts and buying decision for FMCG
product is independent.

11. HYPOTHESIS 4
Ho : µi = µn
HA : µi ≠ µn
OBJECTIVE 4
To check if the
characteristics of a
product has a greater
significance than a
celebrity endorsement.
WHERE,
H0 = The characteristics of a product &
consumer buying behaviour are
dependant.
HA = The characteristics of a product &
consumer buying behaviour are
independant.

12. HYPOTHESIS 5
Ho : µi = µn
HA : µi ≠ µn
OBJECTIVE 5
To determine the impact
of keyword/caption of
advertisement on
purchasing behaviour of
consumers.
WHERE,
H0 = The relationship between
keyword/caption used in an
advertisement and buying decision for
FMCG product is dependent.
HA = The relationship between
keyword/caption used in an
advertisement and buying decision for
FMCG product is independent.

13. HYPOTHESIS 6
Ho : µi = µn
HA : µi ≠ µn
OBJECTIVE 6
To study the if the
product loyalty has a
greater significance than
what is shown in the
advertisement.
WHERE,
H0 = The relationship between product
loyalty and buying decision for FMCG
product is dependent.
HA = The relationship between product
loyalty and buying decision for FMCG
product is independent.

14. QUESTIONAIRE
PERSONAL DETAILS
1. Name : __________________
2. Sex :
MALE
3. Occupational status:
STUDENT
BUSINESSMAN
FEMALE
HOUSEWIFE
EMPLOYED
4. Marital status:
Married
unmarried
5. Number of members in a family?
Upto 2
2 to 4
4 to 6
Above 6

15. 6. What are the FMCG products you usually use in your daily life?
o
Soap
o
Shampoo
o
Detergent
o
Apart from these what you use on your daily basis (please specify)
7. Which are the brands you use for your FMCG products?
o
HUL
o
P&G
o
Reckitt Benkister
o
Others(please specify)
8. Do advertisement of FMCG products influence you for buying it?
o
Yes
o
No

16. 9. How do you get to know about these brands or product?
o
Television advertisement
o
Newspaper advertisement
o
Online advertisement
o
Friends
10. What is your age?
o
18-25
o
26-35
o
36-45
o
>45
11. Do the advertisements of the FMCG products have any influence on your buying
behaviour?
o
Yes
o
No
12. Does the expert or celebrity advices regarding a product creates any impact on you?
o Yes
o NO
o If Yes,

17. 13. Which are the products you buy depending upon expert’s advice?
PRODUCT
NAME
NEVER
SOMETIMES
FREQUENTLY
VERY
FREQUENTLY
HAIR CARE
SKIN CARE
BABY CARE
HOUSEHOLD
CLOTHING
EATABLES
14. Do you look for product features before buying a product?
o
YES
o
NO
15. What are the reasons behind choosing the particular brand?
o Quality
o Quantity
o Price
o Features
o All of the above.
ALWAYS

18. 16. How are you impacted by celebrity endorsements
NEVER
Fan following
Just because they say
Just because they use
You believe what
they show becomes
fashion
Do you think of the
celebrity of a
particular product
while making a
purchase
Does Catchy captions
or tag lines by
celebrities affect your
buying behavior
SOMETIMES
NEUTRAL
FREQUENTLY
ALWAYS

19. 17. Is there any product for which you always go for a particular brand?
o Yes
o No
o If Yes,
Then please choose from 18th question.
18. Which brand/brands you prefer the most?
o HUL
o P&G
o R&b
o Merico
o Itc
o Others (please specify)