ITS A SHORT DESCRIPTION

1. SICSR
BBA-IT (2014-17)
DISSERTATION
Group Members
Himal Rustagi (14030122055)
SuyashRaisinghani (14030122063)
ROLE OF ADVERTISING IN CONSUMER DECISION MAKING

2. INDEX
TITLE PAGE NO
ABSTRACT 2
INTRODUCTION 3-13
LITERATURE REVIEW 14-22
METHODOLOGY 23-25
SUMMARY 26,27
CONCLUSION 28

3. ABSTRACT
 The study attempts to analyze the impact of advertising on consumer buying behavior
 The study, based on an analytical approach on a survey of 100 randomly selected consumers in
Pune city, examined the role played by advertising in influencing consumers buying behavior for
various products, which is one of the most relevant thing.
 the survey can reveal that TV advertisements of product say Nestle can influence the buying of
consumers the most

4. INTRODUCTION
 Advertising is a form of marketing communication used to promote or sell something, usually a
business's product or service.
 Modern advertising was created with the techniques introduced with tobacco advertising in the
1920s,
 Advertising is how a company encourages people to buy their products, services or ideas.
 Types of Advertising FOR EXAMPLE – Corporate advertising , outdoor advertising etc
 How do adverts get made? (creation process)
 Role of Advertising in the Present Business World
 Problem Statement
 objectives

5. LITERATURE REVIEW
 We need to review the literature as it demonstrates that you know the field. This means more
than reporting what you've read and understood.
 Advertisement purpose
 research on commercial of Bournvita
 Effects of advertising
 Consumer Behavior and Advertising
 Aaker, Batra and Myers (1992) argued that advertising has negative impact on values and life
Styles of society
 The purpose of advertising should be the guidance of consumer rather than blackmailing and
threatening by pushing forcefully to buy that product

6. METHODOLOGY
 Research arrangement
 Information Collection
 Research Model
 Scope of the study
 Research approach
-- Client Survey and surveys system Survey method
 Testing Technique-
-- non – probability examining system
 Test Size (100)
 Data usage
 Research technique (subjective and quantitative

7. SUMMARY
 Advertising is a form of marketing communication used to promote or sell something, usually a
business's product or service. Advertising by a government in favor of its own policies is often
called propaganda. Advertising happens in many different ways. Many products are advertised
on television, although not all channels permit advertising.
 The document also includes How do adverts get made and the creative process of the making of
the advertisement. It also includes a basic Approach And the Relationship between between
Consumer behavior and advertising .There is also a Role of Advertising in the Present Business
World Which factors the Advertising which also carries several responsibilities .
 It consists the Techniques for analyzing the survey as well as the market

8. CONCLUSION
 Because buyers can act on the basis of incomplete information, they automatically and consciously incur a risk
in every purchase and non-purchase decision. The size of the risk buyers perceive depends on the importance
of the particular purchase and on the quantity of relevant information about the product category and the
competing brands.
 A purchase decision can be considered as an optimization process through which buyers seek the product or
the brand that will yield the greatest satisfaction.
 The choice process can be considered as the search for the most satisfying trade-off among brands that
possess desirable attributes at different levels. This view of the role of additional information in consumer
purchase decision has implications for advertising.
 In other words, buyers are generally more responsive to different brand advertisements while they are seeking
information on these brands.