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ON
ADVERTISEMENT EFFECT ON FAST MOVING
CONSUMER GOODS
SUBMITTED TO
PUNJAB TECHNICAL UNIVERSITY, JALANDHAR
In the partial Fulfillment
for the degree of
MASTER OF BUSINESS ADMINISTRATION (M.B.A.)
Submitted By-
Randeep Baweja
University Roll no.-618221298
DEPARTMENT OF BUSINESS MANAGEMENT
Guru Nanak Institute of Management & Technology
Model Town, Ludhiana 141 002
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ACKNOWLEDGEMENT
The big task of undertaking such a work is not singly possible,
m y p ro je ct r ep or t o n a dv er ti se me nt e ff ec t o n f as t m ov in g
consumer goods is a result of contribution of lot of persons who
provided me with their indispensable guidance, to all those who
were connected wi th the p repara t ions o f th is p ro ject repor t.
Witho ut the ir o verwhe lmin g s up po rt and co-op erat io n the
presentation of this report would not have been possible.
I extend my sincere and whole hearted thanks to
MR. L.DEV RAJAN(Company Head),ING VASAYA BANKand
for the encouragement, guidance and co-operat ing self less ly at
all times for many valuable discussion.
RANDEEP BAWEJA
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PREFACE
MBA is stepping stone to management career. In order to achieve practical,
positive and concrete results, the classroom learning need to be effectively fed
to the realities of the situation existing outside the classroom. This is practical
true for manage.
To develop healthy managerial and administrative skills in the potential
managers it is necessary that theoretical knowledge must be supplemented
with exposure of real environment. Actually it is very vital for the
management and it is in the practical training that the measuring of
management is itself realized.
I took summer training in well-managed organization and was fortunate to get
a good exposure. In this project report an attempt has been made to cover
different aspects of my training.
RANDEEP BAWEJA
618221298
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Certificate I
This is to certify entitled
A study of
ADVERTISEMENT EFFECT ON FAST MOVING
CONSUMER GOODS
Submitted in partial fulfillment of the requirement
For the degree of
Master of Business Administration (M.B.A.) of
Punjab Technical University, Jalandhar
By
RANDEEP BAWEJA
University Roll No. 618221298
Has been prepared under my supervision and guidance and no part of it has
been submitted for the awarded of the any other degree and that the work has
not been published in any journal, magazine or book.
Faculty Signature
Mrs. Inderpreet Kaur
Sen. Lecturer
GNIMT
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CONTENTS
I ADVERTISEMENT EFFECT ON FMCG : AN INTRODUCTION
II. FMCG INDUSTRYIII. STRUCTURE OF INDIAN MARKET
IV. BUDGET PROPOSAL AND ITS IMPACT ON FMCG
V. CURRENT INDUSTRY POSITION
VI. MAJOR PLAYERS IN FMCG INDUSTRY
a. Hindustan lever ltd.
b. Dabur India ltd.
VII. RESEARCH METHODOLOGY
VIII. NEED AND IMPORTANCE OF THE RESEARCH
IX. TOOTHPASTE MARKET
a. analysis of data
b. finding of study
X. SHAMPOO MARKET
a. analysis of data
b. finding of study
XI. LIMITATIONS OF THE STUDY
XII. CONCLUSION
XIII. QUESTIONNAIRES
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Penetration test
Error-in-recognition measurement
Triple association test etc.
Other way to judge ad effectiveness is through questionnaire survey.
Ad stimuli come in consumer mind and how consumer react to it depends
upon consumer black box. consumer decision to purchase is shaped by culture,
sub culture , social group , reference group , family , age , life cycle stage ,
occupation , learning , life style , economic condition etc . These effects are
studied concentrating on:
Toothpaste
Shampoo
The study gives the knowledge about the fast moving consumer good industry,
major player in Indian market and budget effect on FMCGs.
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FAST MOVING CONSUMER GOODS INDUSTRY
The FMCG (Fast Moving Consumer Goods) Industry comprises of goods,
which are mass use goods directly consumable, packaged and branded
having significant demand in low to middle income strata and above all
highly price sensitive.
Fast-Moving-Consumer-Goods, commonly referred to as FMCG's, are all
those products that are on the shelf one minute and gone the next. They are the
types of products which the regular consumer, like you or I, encounter on a
daily basis. In the morning you clean your teeth with toothpaste, you wash
down you breakfast with orange juice, and you race out the door grabbing
your copy of the daily newspaper. . . . You get the idea? There really are an
infinite number of FMCG's in today's market place, and if you blink for too
long you will miss the launch of another one (or a whole new range).
Essentially, they are the types of products found in retail outlets such as New
World Supermarkets, the rapidly sprouting Star-Mart convenience stores, and
the corner dairy. The FMCG (Fast Moving Consumer Goods) industry
comprises of goods, which are mass use goods directly consumable, packaged
and branded having significant demand in low to middle income strata and
above all highly price sensitive.
The FMCG Industry in India is the third largest Industry after Textiles and
Petroleum with a turnover of over Rs. 86,000 cores. Its participant profile is
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extensive and includes food and related products such as tea, salt, tobacco,
oils, fats and processed foods, personal care products such as soaps,
detergents, hair oils, and toiletries and dental products. Other goods include
batteries, sanitary napkins, shoe polish, insecticides and liquor. The Industry
contributes to the exchequer by way of Income Tax and Central Excise to the
extent of 9% and 16% respectively of the total collection. It provides large
employment both, direct and indirect and in terms of the 1994 data, it provided
6% of the total 9.1 million. It directly provides employment with a multiplier
of 5.5. Each manufacturing employee supports 7 people downstream. The
Industry has a significant rural bias and accounts for 56% of the total rural
demand.
Expenditure on consumer durables like washing machines, refrigerators, and
color televisions has shown an impressive growth during the 1990's. In 1993-
94 households owned 586 million durable goods, which increased to 705
million by the year 1995-96, Le. a rise of about 20.3 percent in two years.
Even allowing for increase in population, the average ownership per
household went up from 3.72 percent in 199394 to 4.27 percent in 1995-96.
The rural share of the market for durable goods has been growing steadily
over the last few years, from 54.24% in 1989-90 to 56.6% in 199293 and to
57.9% in 1995-96. This share went up to 59.3% in 1997-98. For some
products, like bicycles, mechanical wristwatches and radios, the rural share
was in excess of 75%. In 1989-90 only 6 products had a share of over 50%, in
1995-96, this jumped to 10 products.
During 1997-98, there were 11 products having more than 50% of its market
in rural areas.
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STRUCTURE OF THE INDIAN MARKET
Consumer group Household income Number (million)
The very rich Above rs 215000 1.2The consuming class Rs 45,001-215,000 32.5
The climbers Rs 22,001-45,000 54.1
The aspirants Rs 16,001-22,000 44
The destitute Below rs 16,000 33
RURAL MARKET
Rural areas where nearly 70 percent of Indians live , have witnessed rapid
market growth in recent times , driven largely by agricultural growth , income
distribution , and inroads made by audio-visual media. The rural share of the
market for durables goods has grown steadily over the last few years , from
54.2 percent in 1980-90 to 57.9 percent in 1995-1996 , while for a large
variety of items such as bicycles , mechanical wrist watches , radio/transistors
etc., the share of the rural market was in excess of 75 per.
products Sales in rural markets(in percent )
Radio/transistor 75.2
Bicycle 78.08
Mechanical watches 76.59Sewing machine 64.34
Table fans 61.89
Quartz watches 54.00
Black & white TVs 62.65
Cassette recorder 55.03
Motorcycles 47.87
Pressure cookers 51.51
Ceiling fans 50.36
Electric iron 43.85
Tooth paste 39.98Talcum powder 45.25
The economic liberalization has given enormous opportunities it the fast
moving consumer goods than any other segment. the increased penetration of
several brands to the rural India has given a greater scope to the fast moving
consumer good companies.
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THE CURRENT INDUSTRY POSITION OF FMCG
INDUSTRY
The fast moving consumer goods (FMCG) industry is poised to achieve an
overall growth between 8%-8.5% in 2005-06, up 2-2.5% over the growth rate
clocked in the previous year. This optimistic prognosis is revealed by the
Survey on the FMCG sector carried out by Focis research division.
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The survey released by FICCI president Onkar S Kanwar reveals that personal
care products continue to ride high with excellent (20% plus) to high
growth (10%-20%) rates in 12 products.
The FICCI survey based on feedback from large FMCG companies and
associations, shows that the sectors which are projected to achieve excellent
growth of 20% and above in 2005-06 are deodorants (40%), hair dyes (30%),
shaving cream, cleaners/repellents (22%) and anti-dandruff shampoos (20%).
The excellent-growth achievers are thus set to improve their growth rates
this year compared to their performance in 2004-05. In that year the growth
rates were deodorant (40%), hair dyes (26%), shaving cream (21%),cleaners/repellents (22%), anti-dandruff shampoos (20%).
The survey shows that in 2005-06, the sectors that are projected to achieve
high growth between 10%-20% are: soap & toiletries (14 %), toilet soap
(14%), tooth paste (10 %), personal health care (12%), oral care (12%), skin
care & cosmetics (11%), skin/ fairness cream (12%), branded coconut oil (18
%), feminine hygiene (12%), and dish wash (10 %).
In comparative terms, in the previous year, the sectors that have recorded high
growth between 10%-20% are: personal health care (10%), oral care (10%),
skin care & cosmetics (10%), branded coconut oil (15 %), shampoos (16 %),
feminine hygiene (10%).
The 2005-06 projections of some sectors that are set to record moderate and
single digit growth are: washing powder (8.5 %), detergent cakes (7 %), liquid
detergent (8.5%), laundry soaps/ bars (3 %), personal wash (7 %), tooth
powder (5 %), tooth brush (5 %), coconut oil (6.5 %). In 2004-05, the
comparable growth rates were: soap & toiletries (6.5 %), washing powder (8
%), detergent cakes (7 %), liquid detergent (8 %), laundry soaps/ bars (2 %),
dish wash (8.5 %) personal wash (6 %), toilet soap (6 %), tooth paste (4.5 %),
tooth powder (2 %), tooth brush (5 %), skin/ fairness cream (7.5%), coconut
oil (5.5 %), feminine hygiene (10 %).
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The survey notes that growth in urban markets has been much faster at about
7% and there has been revival in rural markets, though at a relatively slower
rate of about 4 %.
Higher growth rates in the companies like Dabur, Marico, Parle, Johnson &
Johnson, Godrej Consumer, Procter & Gamble, Gillette and others have been
achieved by innovationand well-planneddistribution strategies adopted by the
companies.Innovation and launching of new brands are being adopted by the
companies to grab the market. For example, Godrej Consumer Products is
focusing on product innovations and extensive advertising campaigns to
popularize its soap brands.
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MAJOR PLAYERS
IN
FAST MOVING CONSUMER GOOD MARKET
HINDUSTAN LIVER LTD.
EXECUTIVE SUMMARY
Hindustan Lever Limited, 51.6% subsidiary of Unilever Plc, is the largest
FMCG Company in the country, with a turnover of Rs. 114bn. The company's
business sprawls from personal and household care products to foods,
beverages, specialty chemicals and animal feeds. The company has a
dominating market share in most categories that it operates in such at toilet
soaps, detergent, skincare, hair care, color cosmetics, etc. It is also the leading
player in food products such as branded packaged tea, coffee, ice cream and
other culinary products.
HLL grew at a fast pace in the mid 90's driven by its aggressive acquisition
spree. From a Rs. 38bn turnover (contributed 70% by soaps, detergents and
personal products), HLL's turnover has now grown to Rs. 114bn, with
personal products contributing to 56% to turnover and beverages and food
products contributing to 36% to turnover. While growth during the last five
years was being driven by fast growing personal products business, the pace
has slackened significantly since 2005.
In F12/00, soaps business de-grew by 3%, detergents grew by 8%, while
other personal products (household care, oral acre, skin care, hair care, color
cosmetics0 grew by only 4%. Expansion of the foods business, which has been
identified as a major growth area, has not been as fast as anticipated. beverage
sales move largely with commodity price trends, which have not been too
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encouraging. Branded tea business grew by 5% in F12/00 while the ice-cream
business has failed to takeoff registering a 4.3% degrwoth. The Rs. 2.7bn
staple food business grew by 23.6% on the small base.
The fast moving consumer goods business is characterized by two pillars -
strong brand equity and a wide distribution network. Brand equities are built
over a period of time by technological innovations, consistent high quality,
aggressive advertisement and marketing. Availability near the consumer
through a wide distribution network is another crucial success factor, as
products are of small value, frequently purchased, daily use items. HLL is
strong on both these fronts with 110 brands and a 1mn strong direct retail
reach. A slowdown in industrial growth and erratic monsoon in several parts
of the country has led to a slowdown in consumer demand during the last.
COMPETITIVE POSITION
HLL is the market leader in the detergent and soap industry. Nirma is a close
competitor in detergents and has been slowly gaining ground in toilet soaps
too. The other significant competitor in detergents is P&G. Despite being the
global leader in this segment, has been unable to achieve a critical mass in
India due to premium pricing strategy. In oral care segment, HLL has emerged
as a strong No. 2 player, giving stiff competition to the market leader Colgate.
In the hair care segment, HLL dominates the shampoo market and is the No. 2
player in hair oils. In the skin care market, besides competition from leading
global players, HLL has also been losing share to south based player
Cavincare Ltd. In the foods business, Tata Tea in packet tea, Nestle in Coffee
and culinary products, GCMMF (Amul) in ice creams, and Godrej Pillsbury in
staple food are the main competitors.
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HLL MARKET SHARE IN VARIOUS PRODUCT
SEGMENTS
Personal Products Foods & BeveragesToilet Soaps 59% Tea 36%
Detergents 39% Instant Coffee 32%
Detergent cakes/Bars 47% Roast & Ground coffee 54%
Scourers 59% Ice cream 25%
Oral care 36% Ketchup 41%
Shampoo 64% Jams & Squashes 74%
Hair oil 15% Atta 18%
Skin care 55% Salt 17%
Talcum Powder 62% Edible oil & fats 27%
Profitable growth is the new mantra of the FMCG major's new Chairman
Vindi Banga, who took over the reins from Keki Dadiseth last year. In contrast
to Dadiseth's strategy of expansion through acquisition, Mr. Banga's strategy
revolves around rationalization. A focus on 30 power brands, which are major
contributors to profitability, seeking new avenues of expanding distribution
reach, improving profitability of Foods businesses, which is in the investment
phase are the thrust areas outlined by him. The non-FMCG businesses are
either being are hived off or are being strengthened by
Partnerships with players who have the technological expertise in tose
bossiness.
BUSINESS
HLL's core business comprises of soaps (18%), detergents (16%), personal
products (19%), Tea (16%), coffee (2%), Ice-cream (1%), culinary products
(1%). Animal Feed, specialty chemicals and other small business contribute to
the balance 18% of HLL's turnover.
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DABUR INDIA LTD.
EXECUTIVE SUMMARY
Dabur India is into business of manufacturing and selling of ayurvedic
medicines, ayurvedic, natural and herbal personal & health products and
processes foods either directly or indirectly through its subsidiaries. The
company is among top FMCG companies in the country. It its presence in
Indian market for past 115 years. Most of its ayurvedic/OTC brands are the
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market leaders in their respective segments. Dabur has developed considerable
expertise in these
Traditional areas and has well developed considerable expertise in these
traditional areas and has well understood the consumer preferences for the
traditional ayurvedic remedial measures. The company hitherto had been a
family run business but with increasing competition the company has
undertaken massive restructuring over past 2 years and has exited form a
number of low margin businesses. The company has hived off its foods
business into a 100% subsidiary. In FY00 the company sold off its entire stake
in Excelsia JV with Nestle for manufacturing biscuits for a nominal value of
Rs. 10. The company has also decided to wind up its finance businesses.
Though the company exited form beauty products business but with increasing
market size and higher margins the company has revived its interests in
reentering the business. The company recently decided to venture into
Insurance sector in a tie up with Allstate.
In Q1 FY01 the company's sales grew 6.1% yoy growth to Rs. 2.5bn. On a
comparable basis (i.e. excluding sales from foods business) yoy growth in
sales would have been higher at 10%. Operating profit margin excluding other
income has recorded a 0.7% point gain from 6.5% to 7.2% mainly aided by
lower raw material cost. Net profit in the previous corresponding quarter was
inflated due to a non-recuring income of Rs. 211mn from sale of stake in
confectionery joint venture General de Confeteria (now Joyco India). Adjusted
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testing its validity). It proved beneficial even for finalizing the research
objectives, hypothesis and questionnaire. For the pilot study a sample
size of 100 was randomly select from college and near by places.
3. Questionnaire: Care was taken to see that the question asked were
neither in excess of nor short of what was required by the research
objectives and hypothesis. The coding plan for data entry was
incorporated into the design of the questionnaire thus making the
subsequent task of data entry. Numbers of questionnaire used are two
one for survey on shampoo or other for survey made on toothpaste.
4. Sampling: data was collected from college campus. It was selected
because of the different profile of house hold offered by them. Some
care to include to the people of different age group, income group, and
occupation. Within the town the localities and household were selected
randomly. The total sample size was 100 respondents 50 for survey
made on shampoo and other for survey made on toothpaste.
Respondents include both male and female.
5. sources of data : data is collected both through
Secondary sources - Media- from where the knowledge about different brands
and their ads, Journals etc.
Primary sources - Field survey through filling of questionnaire.
6. Data checking validation and analysis: was done with the help of a
computer . given the nature of hypothesis and data, some assumption
are used.
7. some assumption in the questionnaire :
Monthly income of the students was the money taken from their parents
OBJECTIVE OF THE STUDY
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What are the target groups of various product ads?
How the target groups of various products are reached through ad?
How much and how the consumer decision are effected by the ads?
Where the ads are lacking the target?
What the consumer view about ads, are they think that ad deceives them or
wastage of money?
NEED / IMPORTANCE OF THIS RESEARCH
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Every day each of us makes numerous decisions concerning every aspect of
our daily lives. This decision includes big decision and small decision about
purchase of daily consumable goods and our decision on these daily
consumable goods are effected by our level of knowledge because we
generally not make a search for data to make such decision. So we are more
dependent on the knowledge we get easily from external environment.
Advertisement is the best source to get that knowledge
So advertisement has effect on our purchasing decision. Study is important to
know how the advertisement effects the decision while making the purchase.
From the company point of view, brands are expensive to create and have a
high mortality rate. It is in the interest of business to ensure that they stay
strong and healthy. Only advertisement can do this task more efficiently.
Given the importance of advertisement, marketing managers must know which
element of marketing strategy can be used to increase brand name through
advertisement.
Study is important to know how the target groups are given the advertisement
and how the companies give the advertisement in that competitive
environment.
TOOTHPASTE MARKET
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Many people in India still clean their teeth with traditional products
like neem twings, salt, ash, tobacco or other herbal ingredients.
Average all India per capita consumption of toothpaste is a DISMAL82 GMS
The dentist to population ratio is a critically low 1:35000 in the
country. This result in low oral hygiene consciousness and widespread
dental disease.
Less than 15% of the Indian toothpaste users brush twice a day.
The toothpaste market grew at a CAGR of 7-8% between 1995-2000
but in 2005 the market grew by only 6%
Colgate and Hindustan lever together account for over 85% of the
organized toothpaste market.
Red and black toothpowder still accounts for 35% of the toothpowder
market.
In toothpowders , Colgate and dabur are the leading players sharing
between them 75% of the market
Penetration of toothpaste in the urban areas has been declining, as
more and more consumes switch from powder to paste.
Brand loyalty is quite high for toothpaste, but is extremely low for
Toothbrushes.
10 years ago the most expensive toothbrush was priced at Rs 4. today
one can also buy a toothbrush priced at Rs.999
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ANALYSIS OF DATA
Age Group No. of People %age
15-20 5 10
20-25 20 40
25-35 15 30
Above 35 10 20
0
5
10
15
20
25
30
35
40
%age
15-20
20-25
25-35
Above 35
Survey was made on the people who use toothpaste. Survey includes the
people of different groups such as 13-20, 20-25, 25-35 and above 35. Mostly
are the young mature people, as 20 are in age group of 20-25 and 15 in age
group of 25-25. Mostly are the married people and single earner in their
family. Students are more in the age group of 20-25 and 13-20 all are students.
Old age people are less included in the survey. People between the age group
old 25-35 are mostly the serviceman and having both the couple working.
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Monthly Income No. of People %age
5000-10000 12 24
10000-15000 18 36
15000-20000 12 24
Above 20000 8 16
0
5
10
15
20
25
30
35
40
%age
5000-10000
10000-15000
15000-20000
Above 20000
Mostly incomes of the most of the people are between 10000-15000, as out of
50, 18 have the income in this group and 12 each come under 5000-10000 and
15000-20000 income groups. A person belongs to lower middle class; milled
class and upper middle class are included in the survey. Only 1 has the income
more than 20000. Some family have the combine income of both the husband
and wife but the income is taken of one who included in the survey. If their
Occupation No. of People %age
Serviceman 18 36
Farmer 4 8
Self employed 6 12
Businessman 12 24
Student 10 20
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0
5
10
15
20
25
30
35
40
Serviceman
Farmer
Self employed
Businessman
Student
Respondents are tried to include of different occupation such as Serviceman,
Farmer, Self-employed, Businessman and Students. Numbers of serviceman
are more as survey includes 18 out of 50. Servicemen mostly have two earners
in their family as both the husband and wife are working. Students are also
part of the survey mostly the university student who doesn't earn him or her;
they get the money from their parents. But student are the most important
segment as they are more targeted by most of the advertisement.
Sex No. of People %age
Male 28 56Female 22 44
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0
10
20
30
40
50
60
Male
Female
Survey is not restricted to either the male or female respondent only. Both the
sexes are included in the survey. Numbers of males are more as 28 out of 50
or 56%, is not makes a big difference. No female farmer of businessman found
in the survey. I do the survey in district court here I found some professional
ladies. Some girls of university are also in the survey and the service staff in
government offices. Male respondents are almost equal from all occupation.
Use Toothpaste No. of People %age
Yes 48 96
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No 2 4
0
20
40
60
80
100
Yes
No
A survey try to include those people only, who are using toothpaste as 48 out
of 50 use toothpaste and only 2 who are (Datoon) only. Some other also use
(Datoon) sometime but mostly uses toothpaste. One person who use D Student
Datton only are the age of 62 years and a retired retirement and the other a
student how believe in using natural things provided by nature. These two
never use brush and toothpaste and he believes that his teeth are stronger than
other. But normally people use toothpaste only.
Brand Preference No. of People %age
Close up 14 29
Colgate 10 21
Pepsodent 14 29
Babool 4 8
Others 6 13
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0
5
10
15
20
25
30
Close up
Colgate
Pepsodent
Babool
Others
For the question of brand preference, some selected brands are chosen only.
These are Closeup, Colgate, the Pepsodent, Babool and other if any. Out of all
there brand Closeup and Papsodent are of Hindustan Lever Limited and have
limited and have more sale than other. Both combine have 28 respondents out
of 48 whom use Closeup and Pepsodent 14 each and 10 who use Colgate and
4 who use Babool, 6 are those who use other brands. There day HLL doing the
more aggrieve marketing and give more advertisement on T.V. so they
Seen Product AD No. of People %age
Yes 48 100
No 0 0
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0
20
40
60
80
100
Yes
No
When the people are asked that have they been seen the advertisement
of the product they are using> the results were 100% all the 48 responded in
yes. At because of fast growing use of television and more number of
channels, people are more aware of the product through its advertisement.
People now have more information about the new brands come in the market
and which brand is giving more advertisement.
Where seen the AD No. of People %age
T.V. 48 70
Magazines 4 6
Newspapers 6 9
Others 10 15
30
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0
10
20
30
40
50
60
70
T.V.
MagzineNewspapers
Others
Where the people seen the advertisement of the product they are using? One
more result, which comes in 100% that all the people seen the advertisement
on T.V. They have seen the advertisement on some other places also such as
retailer shop, magazines and newspaper. Much of the information about the
product in taken by the people from advertisement on T.V. There day people
are more rational in their decision or they know every thing about the product
and its attributes. They need not to make much reach of additional data for
taking their decision because advertisement already increase their knowledge.
When seen the AD No. of People %age7.00A.M. to 10.00A.M. 4 8
12.00P.M. to 4.00 P.M. 16 33
7.00 P.M. to 10.00 P.M. 24 51
After 10.00 P.M. 4 8
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0
10
20
30
40
50
60
7.00A.M. to
10.00A.M.
12.00P.M. to4.00 P.M.
7.00 P.M. to
10.00 P.M.
After 10.00 P.M.
As the people usually watch T.V. but that time it is also more important the
time when they see the toothpaste advertisement more and when their decision
is more effected. Mostly people watch the product advertisement at prime time
of T.V. between 7.00 P.M. to 10.00P.M. as 24 out of 48 mean 50% and other
higher number in 18 out of 48 means 33% seen the advertisement between
12.00 P.M. to 4.00 P.M. when the house ladies are at their home and watch the
family dramas of serials. Only 4 were seen the product advertisement.
Morning time between 7.00A.M. to 10.00 A.M. and 4 who seen the
advertisement after 10.00 P.M. at night.
Channel No. of People %age
Zee T.V. 22 24
Star Plus 30 32
Movies 14 15
Sports 10 11
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0
5
10
15
20
25
30
35
Zee T.V.
Star Plus
Movies
Sports
Channel where the advertisement is shown is very important. Marketer tires to
give the advertisement on those channels, which is watched by the majority of
the people. Respondent are given four options only. The results are more in
favour of Star PLUS as 30 respondent watches the advertisement on the
channel. Another important channel is ZEE TV. Less of the respondents see
toothpastes advertisement on movies or sports channels. But big problem faces
by the advertiser is that the people shift to the other channel when the
advertisement come on one channel.
Who influence
Purchase
No. of People %age
Husband/Alone 18 38
Wife/Alone 24 49
Children 6 13
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0
10
20
30
40
50
Husband/AloneWife/Alone
Children
Purchase decision about the product or brand to be purchased is most
important. In most of the families the housewives and ladies take the decision
about daily usage small goods. Some in the case of toothpaste, wife's generally
tell their husband about brand to be purchased or sometime they herself
purchased the product from the market as 24 out of 48 are wife/alone.
Husband/alone are 18 including hostlers those who take the money from his
father, but the decisions about the purchase of brand is their own. Children
who came between the ages of 13.20 are purchase the toothpaste mostly after
seeing the advertisement on T.V.
How long have you
been using
No. of People %age
3 Months 8 17
6 Months 10 21
1 Year 20 41
More than 1 Year 10 21
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0
10
20
30
40
50
3 Months
6 Months
1 Year
More than 1 Year
The use of toothpaste is more sable than in case of shampoo as the toothpaste
once purchase used for one month and next month usually person purchase the
same brand. Trail ability is more in case of toothpaste also, as 50 gm. tube is
also available. How long the respondent are using the product, is 1 year or
more than 1 year as 30 out of 48 use it 1 year or more than 1 year. But still
some shift in also there as some use it from 3 months and 6 months only mean
there is shift to the other brand. After some time companies come with new
and better in the product and knowledge about that they come to know through
T.V. advertisement.
Influences Purchase
Decision
No. of People %age
Cost 16 22
Loyal Customer 12 17
Availability 14 19
Product Characteristics 22 31
Other 8 11
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0
5
10
15
20
25
30
35Cost
Loyal Customer
Availability
Product
Characteristics
Other
Now comes the influences on purchase decision, which factor out of cost,
loyalty, availability, product characteristics influence the purchase decision.
Respondents are asked to tick one or more. So the maximum people purchase
toothpaste because of product characteristics or its attributes. Then the second
more importance is given to the cost. Here one surprising fact is that people
give the importance to price but the percentage of people who use Babool
toothpaste are less instead of heaving less price. Then comes the availability of
products in the particular market. Some time we decide to purchase a
particular brand but purchase some other because that brand was not available
in the market at the time. This is also one of the strong point which influence
the purchase decision.
Why this brand only No. of People %ageWhitening teeth 26 33
Gum care 24 32
Breath freshness 18 24
Herbal Contents 8 11
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0
5
10
15
20
25
30
35
Whitening
teeth
Gum care
Breath
freshness
Herbal
Contents
Question arises here is that, if the entire brands are usually having the equal
price, why the people purchase a particular brand? As I find out earlier that
people purchase particular brand because of product characteristics so their
decision is more influence by the problem which they face, and the product,
which satisfied their need in the better way. Mostly people purchase the
product for whitening their teeth, as 26 out of 48 given this reason. 12
purchase from gum Care, 18 for breath freshness and some because of herbal
contents. So the toothpaste market is more targeted to a particular segment.
What appeal in AD No. of People %age
AD Script 16 28
Projected Celebrities 12 21
Voice 12 21
Spotting Action 18 30
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0
5
10
15
20
25
30
AD Script
Projected
CelebritiesVoice
Spotting Action
So, what appeal more in the advertisement? Ad script, projected celebrities,
voice of music, spotting action. The respondents are asked to tick one or more
than one answer. The maximum are agree with the spotting action such as
comedy, romance etc. Other more number are in favour of Ad script. 18 says
about spotting action and 16 says about Ad script, 12 each are in favour of
projected celebrities such as famous models, kids etc. or voice and background
music. If the advertisement appeals more to the customer then he/she will
definitely go for the purchase of that brand.
One more statement with likert scale given the questionnaire so that,
how much the people are agreed with the statement that advertisement
deceives of cheats customers. People have equal thinking about both the views
or mostly never think about it. Some respondents first disagree with the
statement but after some time they shift to the neutral or disagreement side.
Maximum 14 are neither agreed nor disagree with the statement, 18 was agree
or strongly agree, 16 was disagree or strongly disagree with the statement.
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People normally don't think about that they are not aware about the think is
that their decision change because of advertisement effect.
What the people think about money spend by companies on
advertisement? As we know that expenditure on advertisement add to the
product cost, what the people think about? Do they agree with the statement
that advertisements are the wastage of money? People are disagreeing with the
statement. Some who responses that advertisements deceive or cheat customer
are also disagree with the statement because they believe that advertisement
give the knowledge of products or brand which satisfied their need or desire in
the better way. 20 out of 48 was disagree with the statement, 8 neither agree
nor disagree, 10 was agree and 2 was strongly agree with the statement. He
told that more than 50% of cost of the product increases due to the expenditure
on advertisement.
Reaction to the AD No. of People %age
Immediate Purchase 8 17
Purchase After Sometime 36 75
No Reaction at all 4 8
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0
10
20
30
40
50
60
70
80
Immediate
Purchase
Purchase AfterSometime
No Reaction at
all
Now the last question in the toothpaste survey is the reaction of people to the
particular advertisement, means after how much time they take to go for the
purchase of product. Either they do immediate purchase or purchase after the
products get some market share or not react at all. 36 out of 48 say that they
purchase the product only after the product gets some good reputation in the
market. Some purchase product satisfied their need or desire in the better way
as compared to the previous product; they shift to that brand otherwise go
back to their old product. Trail ability make the shampoo market more
fluctuating, so the common point of view is that the decisions are taken on
advertisement basis but only after the product gets some reputation in the
market.
FINDINGS IN TOOTHPASTE SURVEY
Target Group
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Toothpaste industry is now more targeted to the particulars segment
with their targeted consumer. Market for toothpaste is mainly divided in four
groups.
People who prefer for Whitening teeth
People who prefer for Gum Care
People who prefer for Breath Freshness
People who prefer Herbal Content
There is separate target group of customers but some advertisement as brand
try to target two or more groups also. The first three groups have all most
equal share and Herbal toothpaste have fewer roles because of less
advertisement.
HOW TARGET GROUPS GIVEN AD
Targeted segment are given the advertisement as the product can solve their
problem in the better way than by only other brand.
Projected celebrations are use, as models or young age college-going students
are shown. As the Close-up advertisement show the young boy and girl come
close because of breath freshness.
Time is most important as the advertisement is given mostly on prime time
between 7.00 p.m. to 10.00 p.m. to target the most extent customers as
possible.
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Advertisements are given on famous channels such Start Plus, Zee T.V.,
Sports & Music Channel.
HOW THE DECISION EFFECTED BY ADS
As the toothpaste don't have as much trainability as the shampoo have but
have some trainability with small size of tubes which effect the purchase
decision as the people can try new product as product with new characteristics
with small size of tubes.
Decision of the purchase in more effected by advertisement if the customer
face only problem and advertisement give the solution to that problem.
Price is not given much consideration as the Babul have fewer sales instead of
having less price.
Decision in effected by advertisement and also by availability of product in the
market sometime you select the brand but don't find with the retail and
purchase some other.
Some people are of the view that we should change the brand after some time,
as it is being prescribed by doctors.
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More regular advertisement built more positive attitude of the people towards
a particular brand as these day.
Close-up come with new slogan Talk to me which help them to increase
their role in market.
WHAT IS LACKING THROUGH ADS
Survey shows that mostly house ladies are purchase or decide about which
brand to be purchased by advertisement of toothpastes target them less. As
mostly youngster are targeted with advertisement.
Herbal contents shown by many product advertisements, which can in the
effect of the purchase decision more. But still not shown to the much extent,
which can be a good market.
Old age people never targeted by advertisement, which can be a good segment
for toothpaste market.
Sometime advertisement tries to show something more than the actual
product, which increase the people's expectation, and later on cause the bad
reputation of product.
Advertisement should not show obscene or vulgar scene, which are not come
under ethical code of conduct.
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CONSUMERS VIEW ABOUT ADS
People are agreeing with the statement that advertisements change their
decision sometime in wrong direction. It creates the feeling of sometime
missing which is very essential.
Advertisements are not taken as the wastage of expenditure as it increases the
knowledge more than its disadvantage. Only quality product service in the
market.
This advertisement leads to the monopoly in the market as HLL enjoy the
maximum share in daily consumable. So there are the chances or raising
prices.
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SHAMPOO MARKET
The frequency of shampoo usage is very low. Most consumers use shampoos
only once or twice a week. In many cases, these products are used on special
occasions such as weddings, parties etc. Some consumers use shampoo only to
address a specific problem such as dandruff or when they need to condition
their hair.
Use of conditioners is not common. It is restricted to the super premium
segment or those are very involved with their hair care About 50% of
consumers use ordinary toilet soaps to wash their hair. About 15% of
consumers use toilet soaps as well as shampoo for cleaning their hair. Brand
loyalties in shampoos are not very strong. Consumers frequently look for a
change, particularly in fragrances. Consumers attribute lathering to the act of
cleaning. Major expectations from the product are improvement in texture and
manageability, giving softness and bounce to hair, curing and avoiding
damage to the hair. An Indian needs more shampoo for a proper wash (average
6 ml) compared to 4 ml needed in Western countries as most Indian women
have long hair. Most consumers do not use shampoo daily. Regular users
would need smaller quantity of shampoo per bath. Southern market is
predominately a sachet market, accounting for 70% of sachet, volumes. In
sharp contrast, shampoo bottles are sold in the Northern region alone. In the
North, local brands such as Ayur have strong equities and these products being
low priced dilute sachet's USP of low price.
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ANALYSIS OF DATA
Age Group No. of People %age13-20 6 12
20-25 14 28
25-35 18 36
Above 35 12 24
0
5
10
15
20
25
30
35
40
13-20
20-25
25-35
Above 35
Survey includes the people between the age of 15-20, 20-25,k 25-30,
above 35. More people were in age group of 25-35 as 18 or 36%, followed by
20-25 as 14 and above 35 as 12. Survey tries to include those people who
usually purchase the shampoo in their family. Survey includes mostly the
young age respondent with the income group of 10000-15000. They are
mostly the servicemen and some have two earners in their family. Students are
more in age group of 13-20 and 20-25. Ladies are almost equally included in
al age group.
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Monthly income No. of People %age
5000-10000 14 28
10000-15000 20 40
15000-20000 14 28
Above 2000 2 4
0
5
10
15
20
25
30
35
40
5000-10000
10000-15000
15000-20000
Above 2000
Monthly incomes of people who are included in the survey have
monthly income between 5000-20000. Only two respondents have ranging
above 20000. 20 out of 50 had the monthly income 10000-15000 followed by
14 people each in the group of 5000-10000 and 15000-20000. Middle class
families are included as they are more aware of brands and prices. Income of
those who don't have fixed monthly income like farmers, businessmen are
taken annual income divide by 12.
Sex No. of People %age
Male 30 60
Female 20 40
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0
10
20
30
40
50
60
MaleFemale
Survey includes both the genders. Out of 50, 30 were male and 20
were female, means almost an equal number. As the shampoo is consume by
both the male and female but the consumption by females is more and they
even purchase shampoo for her. Male consumption is also more in Punjab
because males here usually have long hair. Females are mostly the students
and servicemen/service women and males are mostly the farmers,
businessmen and self-employed. Both the sexes are almost in all age group
and income group.
48
Use Shampoo No. of People %age
Yes 45 90
No 5 10
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0
10
20
30
40
50
60
70
80
90
Yes
No
Out of 50 people include in the survey only 2 are the non-user of
shampoo and person use Kashnikhar soap. Some other people also use soap
and other things but they use soap and other things but they use soap and other
things but they use shampoo also. As the people are more careful about their
hairs usage of shampoo is now increasing. Only few remain on the old ways or
using soap. The entire student, servicemen use shampoo only. Some other also
uses soap and other
Brand Preference No. of People %age
Clinic Plus 12 25
Head & Shoulders 18 38
Pantine 8 17
Vatika 4 8
Lux 4 8
Others 2 4
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0
5
10
15
20
25
30
35
40
Clinic Plus
Head & Shoulders
PantineVatika
Lux
Others
There are different brands available in the market. Survey includes
Clinic Plus, Heads and shoulders, Pentene, Lux and Vatika and other comes
under if any other. Most of the people use Head & Shoulders instead of having
higher price, as 18 out of 48 and 12 uses Clinic Plus. One thing must be noted
here is that, these days more advertisement of Head & Shoulder are coming on
the T.V. Lux which the company targeted to those who like glossy hairs have
only 4 user.
50
Packing Preference No. of People %age
Bottle 14 29
Pouch 34 71
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0
10
20
30
4050
60
70
80
Bottle
Pouch
People who are using the shampoo prefer to use it in small pouch
available just in Rs. 2 or more. The 14 use shampoo in bottle and 34 prefer in
Pouch. Pouch increases the trainability of Shampoo as person can try different
brands if they are not satisfied with one. One more important thing is that
people like to pay small amount. They are ready to purchase quality product at
higher price but the payment in installment. That is why Head & Shoulder is
sold maximum instead of having more price, as Rs. 4 per Pouch. These days
packaging is one of the very important tool in the market work as the 5th P of
marketing mix.
Seen Product AD No. of People %age
Yes 44 92
No 4 8
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0
20
40
60
80
100
Yes
No
While talking about the product advertisement of the brand, which they
are presently using, 44 out of 48 see the advertisement either on T.V. or some
other place. As they come to know about the new brand from advertisement
only. Those who not the advertisements of the product they are using are
either the hostlers or come know about the product from retailer shop only.
One interesting thing told by the respondent that some brands are suggested by
the retailer as it a part of strategy use by the companies to give more
commission to the retailer.
Where seen the AD No. of People %age
T.V. 38 70
Magazines 6 11
Newspapers 0 0
Others 10 19
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0
10
20
3040
50
60
70
T.V.
MagazinesNewspapers
Others
As because of increasing channels and more people are watching T.V.
Mostly people see the advertisement only on T.V. because they don't have a
habit of reading newspaper or magazines. Only 6 out of 44 who see the
advertisement on magazine and 10 see it at retailer shop only. T.V. is the most
preferable mean used by the companies to give advertisement. Some
advertisement of toothpaste is give no newspaper or magazine but very less on
some selected newspapers or magazines.
When seen the AD No. of People %age
7.00A.M. to 10.00A.M. 4 9
12.00P.M. to 4.00 P.M. 12 27
7.00 P.M. to 10.00 P.M. 24 55
After 10.00 P.M. 4 9
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0
10
20
30
40
50
60
7.00A.M. to
10.00A.M.
12.00P.M. to 4.00
P.M.7.00 P.M. to
10.00 P.M.
After 10.00 P.M.
When they see the advertisement, mean that time when the people
mostly watch T.V. and watch the advertisement at that time. Most of the
people watch T.V. from 7.00 P.M. to 10.00 P.M. so they seen the
advertisement at that time as 20 out of 44 and followed by 12 from 12.00 P.M.
to 4.00 P.M. when the housewives are mostly in home and they watch family
drama and serial. Housewives are mainly deciding about these daily wage
products as what brand and what quantity so advertisement at that time
targeted to them only.
54
Channel No. of People %age
Zee T.V. 20 23
Star Plus 24 27
Movies 24 18
Sports 12 14
Other 16 18
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0
5
10
15
20
25
30
Zee T.V.
Star Plus
Movies
Sports
Other
Channel use by the companies or advertisement agencies is those with strong
viewers. These days Star PLUS, Zee TV, Sony are the most popular channels
in India so mostly the advertisement targeted to households are given on these
channels. 24 out of 38 who had seen the advertisement see it on Star Plus, 20
on Zee TV, 16 on various movie channels, 12 on sports channels and 16 on
some other channels. Some are seen the advertisement on more then one
channels. Respondents was ask to tick one or two if some other channel.
Who influence
Purchase
No. of People %age
Husband 16 33
Wife 24 50
Children 8 17
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0
10
20
30
40
50
Husband
Wife
Children
Purchase of shampoo is mostly making by ladies as 24 out of 48
responses on flavor of ladies. Some men also told that there wives tell them
the shampoo to be purchased. Men are 16 who himself purchase the shampoo
or tell their wives to purchase the particular brand for him. Children are 8 only
who below the age of 20. As I told earlier that housewives mostly purchase
daily wage products, so the ladies are the more targeted group for fast moving
consumer goods by the advertisement companies. Men also have influence on
purchase but they usually take those decision where the big monetary
transactions are involves.
56
How long have you
been using
No. of People %age
3 Months 18 29
6 Months 14 42
1 Year 10 21
More than 1 Year 6 8
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0
5
10
15
20
25
30
35
40
45
3 Months
6 Months
1 Year
More than 1
Year
As the people prefer to use the shampoo in pouches. They shift two
other brands after some time. Respondents mostly use the product from 6
months and 3 months. Only 14 are those who are using the product from 1
year and 6 those who use it from more than one year. It means they are not
stitch to the one brand for a long time. These days new and new shampoos are
rounding with additional attributes force or influence the customer to shift to
that brand. Trail
57
Influences Purchase
Decision
No. of People %age
Cost 14 21
Loyal Customer 10 15
Availability 15 22
Product Characteristics 19 29
Other 9 13
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0
5
10
15
20
25
30Cost
Loyal Customer
Availability
Product
Characteristics
Other
Purchase decision made by family on these types of daily usage
products is mainly effected by the price of the product, but this was not so true
in case of shampoo. 19 people out of 48 have the influence of product
characteristics on their decision. People purchase the shampoo because of
product characters and its availability in the particular market as some people
don't have fix brands they use any brand available in the market with the
product characteristics that satisfied their need.
Why this brand only No. of People %age
Dandruff 24 34
Glossy Hair 16 22
Preventing Hair Loss 18 25
Herbal Contents 14 19
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0
5
10
15
20
25
30
35
Dandruff
Glosy Hair
Preventing
Hair Loss
Herbal
Contents
Shampoo industries are growing very fast from part four to five years.
Products are coming targeted to particular segment. As the popular segments
are dandruff shampoo, for glossy hairs, for preventing hair lose and shampoo
with herbal content. Each enjoy good market share. More people prefer
dandruff shampoo as 24 out of 48, followed by 18 who purchase for
preventing hair. Dandruff problem is one of main reason the Head & Shoulder
are sold maximum Ludhiana because shampoo provide the better dandruff
solution.
What appeal in AD No. of People %age
AD Script 16 25
Projected Celebrities 18 30
Voice 10 20Spotting Action 16 25
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0
5
10
15
20
25
30
AD Script
ProjectedCelebrities
Voice
Spotting Action
At the time of purchase decision the influence of advertisement is
there. What the people like most in the particular advertisement, which affect
most their decision. As maximum 18 out of 44 are influenced by projected
celebrities like any film star or sports star etc. Other thing appeal more in the
advertisement is advertisement script or sporting action like comedy, romance
etc. the success of the advertisement decide the volume of sales and more
liked advertisement have more influence on purchase decision of the
consumer.
What the people think about the advertisement either advertisement
deceives customers or not. Respondent have equal number of agreement or
disagreement as 12 were agree with the statement and 8 were strongly agree,
14 were disagree or 4 were strongly disagree, 19 were those were neither agree
nor disagree with the statement. As some think that advertisement force them
to purchase the product as advertisement create a feeling of something missing
in the life but other think that advertisement give the knowledge and helps as
in taking more rational decision, which otherwise could be
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wrong.Advertisement is not the wastage of expenditure as most of the people
are disagree or strongly disagree with the statement. 18 out of 48 disagree with
the statement and only 12 are agreed or strongly agreed. Some of those who
think those advertisements deceive them also disagree with the statement
because the knowledge given by the advertisements are more useful. They
think that it advantages are more than its disadvantages.
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Reaction to the AD No. of People %age
Immediate Purchase 4 8Purchase After Sometime 40 84
No Reaction at all 4 8
0
10
2030
40
50
60
70
80
90
Immediate
Purchase
Purchase
After
Sometime
No Reaction
at all
The last question in the survey was the reaction to the particular
advertisement. Mostly people don't go for the product immediately after the
advertisement comes on T.V. or at other place. People are mostly follow
people when product gains some share or reputation in the market. In case of
shampoo some people shift to the new products immediately after the new
product come with some new product because of pouch available which make
more trainability for the product.
FINDING OF SURVEY SHAMPOO MARKET
Target Group
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Shampoo industry in India is divided into four major segments and
each segment targeted to the fix consumers their segments are:-
Shampoo for Dandruff Solution
Shampoo for Glossy Hair
Shampoo for prevent hair loss
Shampoo with herbal content.
Survey finds that dandruff solution shampoos have more strong market. So
Head & Shoulder and Clinic Plus enjoy more market share.
HOW TARGET GROUPS GIVEN AD
Advertisement to the target market is given as the solution of the problem such
as dandruff solution, preventing hair lost etc. Advertisement are targeted
mostly to the middle class which have the effect of projected celebrates on
their purchase decision, so the famous film star, sports starts, model and
personality are show in the advertisement.
Time of the advertisement is one of the most important factors. Some
advertisements are mostly give between 12.00P.M. to 4.00P.M. targeted to
housewives, and at prime time between 7.00 P.M. to 10.00 P.M. to reach the
advertisement to the maximum extant it can reach and maximum effect it can
make on purchase decision.
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Advertisements are mostly given on the T.V. in famous serials and on famous
channels such as Zee T.V. Star Plus and on movies channel and one sports
channels.
Advertisements have the much effect on the purchase decision of people show
the maximum sale of heads and shoulders because these day decisions more
advertisement of Head & Shoulder come on T.V.
HOW THE DECISION EFFECTED BY ADS
Product is put in the market more through pouches this increases the
trailability, mean people shift to new brand on trail basis and stand their until
new brand satisfied them more better way.
Product characteristic, mean if the product give the solution to the problem
they are facing they go for that product.
People frequently shift to other brand after six months or 1 year with the
decreasing in advertisement on T.V. and other brand start showing much
advertisements.
Purchase decision are effected by advertisement if the product have some
reputation in the market new product with more advertisement is purchase
only when the people come to know about its demand in the market and after
trail by himself or herself.
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Cost of the product effect the purchase decision but product characteristic has
more influence.
WHAT IS LACKING THROUGH ADS
Survey shows that mostly house ladies are purchase or decide to which brand
to be purchased but advertisement of shampoo never targeted to the segment.
Herbal contents are not shown by much the product advertisement, which can
in the effect of the purchase decisions more. As people have the perception is
that the herbal mean more natural with no harmful effect.
Old age people never targeted by advertisement, which can be a good segment
for shampoo market.
Sometime advertisement tries to show something more than the actual
product, which increase the people's expectation, and later on cause the bad
reputation of product in the market.
Advertisement should not shown obscene or vulgar seen which are not come
under ethical code of conduct.
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CONSUMERS VIEW ABOUT ADS
People are agreeing with the statement that advertisements change their
decision sometime in wrong direction. It creates the feeling of sometime
missing which is very essential.
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CONCLUSION
The project was based on the study of consumer behavior. How the consumer
decision for the purchase of daily consumable or durable goods are affected
through advertisement . companies or advertisement agencies are tries to give
the advertisement more targeted to give the advertisement more targeted to the
customers need or desires .
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QUESTIONNAIRE
Name______________________
Age group:
13-20 20-25
25-35 above 35
Monthly income
5000-10000 10000-15000
15000-20000 above 20000
Occupation
Self employed serviceman
Farmer businessman
Student
Sex
Male female
1. Do you use shampoo?
Yes no
2. Which brand you are using or preferring
clinic plus herbs & shoulders
Pentine vatika
Any other lux
3. Have you seen that product ad? You are using?
yes no
4. Where did you see that ad?
TV. Newspaper
Magazine
5. If t.v. when did you mostly see that ad
7.00-10.00 a.m 12.00-4.00 p.m
7.00-10.00 p.m after 10.00 p.m
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6. who purchase this product in your family
Husband wife
Children
7. Which channel you usually watch ? (One or more)
Zee t.v star plus movies
sports others
8. How long have you been using this brand ?
3 months 6 months
1 year more than 1 year
9. Which factor influencing you to making a purchase?
Less cost loyalty
Easy availability product characteristics
Any other
10. why you are using that brand only?
for dandruff solution glossing hair
preventing hair loss herbal content
11 you are using that brand because of ad. Effect?
strongly agree agree
Neither agree nor disagree disagree
strongly disagree
12. Which factor appeal you most in the ad ?( one or more)
ad script projected celedrities
Voice sporting action
13. Ads deceive customer?
strongly agree agree
neither agree nor disagree disagree strongly disagree
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14. ads are wastage of resources ?
strongly agree agree neither agree nor disagree
disagree strongly disagree
15. How you reacted to the particular ad?
immediately purchase the product
Purchase after its reputation builds up
not react at all