CHAPTER 111 INFLUENCE OF ON THE CONSUMERS TOILET SOAPS...

CHAPTER - 111

INFLUENCE OF ADVERTISING ON THE CONSUMERS

OF TOILET SOAPS, DETERGENTS AND TOOTH PASTES

- AN ANALYSIS

This chapter makes an in-depth analysis of the socio - economic

status of the consumers of Toilet Soaps, Detergents and Tooth Pastes, the three

fast moving consumer products in Kerala besides analyzing the media of

observation of a d v e ~ m e n t s , time slots of advertisements, factors influencing

them to observe such advertisements, types of models capturing their attention,

advertisements creating nostalgia and those affecting the moral values in life,

media which influence them to purchase a product, factors influencing the

purchase decisions of consumers, extent of influence of family members on

purchase declsions. places of purchase of the products, frequency of purchases,

preferred timing of the appearance of advertisements, opinions regarding the

existing styles of advert~sements, types of advertisements mostly preferred by

the consumers, reasons for the purchase of the same brand of products,

problems associated with the advertisement and consequent purchase of the

products, etc.

Section - I of thls chapter analyses the socio - economic status of

the male respondents, the analysis of their opinions regarding commercial

advertisements, an in-depth analysis of various attributes of advertisements on

their buying behavtour of Toilet Soaps. Detergents and Tooth Pastes and the

problems encountered by the consumers of these categories of products while

Section -11 deals with these aspects in the case of female respondents

SECTION - I

A. Socio-economic Status of the Male Consumers

Details regarding the Marital Status of Male Heads of Households

surveyed are given in Table No. 1 .I

Table No.l.1

Marital Status-wise details of the Male -~ Heads ~ -- of Households

Occupations ~ --

% to total

- - I - _ - ~ ~~~~ ~ --

Widower -. ~~

~ i v o r c e d .. --

Separated .. .- 1 ~p ~ ~~ ~~~ ~. . ~ -~ ..

Total 4 5 Source: Field Survey

Table No 1 1 ~ndicates that 95 per cent of the male respondents surveyed

are 'Married', while 5 per cent of the total respondents surveyed are 'Unmarried'.

None of the heads of the households surveyed are 'Widowers', 'Divorced' or

'Separated'

Details regarding the Age wise classification of Male Heads of

Households are presented in Table N o 1 2

Table No.1.2

Age wise classification of Male ~~ Heads ~.~ of ~ Households _ ~

..- ~- ~ - ~~ ~~~ ~. - ~~

SI I

I I I I % t o No. 1 Age Group ' Low , Middle i High 1 Total 1

total I

Age-wise classrfication of the male heads of households reveals

that 31 per cent of them come under the age group of '36-45 years'. Those who

come under the age group of '25-35 years' represent 30 per cent, while those

who come under the age group of '46-55 years' come to 27 per cent and '56

years and above' represent only 12 per cent of the total (Table No. 1.2). Majority

of the households coming under the age group of '25-35' are from the low-

income groups (23 householtls).

Details regarding the Educational Qualification of Male Heads of

Households are presented in Table N o 1.3

Table No.1.3

Classification on the bas~s of Educat~onal Qualification of Male Heads of

Households i-.7

Educational Qualification ~ ~~

Below S.S.L.C ~ ~

~ ~

_--Degree 1 4 Degree ~ ~

P.G and above -- ~- -~

I ; ;;;:i;te

course ~- -~ -~

-- --

1 1 Degree in Engg.1

eMedicine I ~ - - . ~ ~ - - L --

Total -

45 - - . - .

Source: Field Survey

Classlf~cation on the basis of Educational Qualification of male

heads of households reveal that majority (27 per cent) of households surveyed

have 'Below S S L C ' as their educational qualification. Heads of households

who have passed the~r 'Degree' represent 19 per cent. 17 per cent of heads of

households have 'Post Graduation and other higher degrees'. Heads of

households havlng 'Degree In Engineering and Medicine' as their educational

qualification come to 5 per cent of the total. Out of the households coming under

the category of 'Below S.S.L..C' majority of them are from the low-income

groups. Majority of degree holders of households represent middle-income group

(Table No. 1.3).

Occupation-wise classifications of Male Heads of Households are

presented in Table No. I .4

Table No.1.4

Occu ation-wise classification of Male Heads of Households

I--.- s ta te ~overnrnent -- ~ ~~ - Employee ~

Quasi Government

Co-operative Sector Employee

6

4 17 i 21 Private Co. Emolovee

-.. -- - - - 1 _ - L - - d I - - . I d

Source . Field Survey

The Table No. 1.4 indicates that 26 per cent of the male heads of

households surveyed are 'Self-employed'. 16 per cent of the respondents

surveyed are employees of 'A~ded Colleges' and 10 per cent of the heads of the

households surveyed are labourers of 'Non Agricultural Sector' and 7 per cent

represent the employees of 'State Government'

Details regarding the Nature of Occupation of Male Heads of

Households surveyed are glven in Table No.1.5

Table No.1.5

P -- I

Temporary - ~ .~~~ ~

24 ,,

F- . - - C .

1 Total I 45 ;

Source : Field Survey.

Table No.l.5 indicates that 69 per cent of the heads of the

households surveyed have 'Permanent' jobs, while heads of households having

'Temporary' jobs constitute 31 per cent.

Classifications of Male Heads of Households on the basis of

monthly income are presented in 'Table No. 1.6

Table No.1.6

Classification of Male Heads of Households on the basis of their -.-r--.-- ~- ~~ -~ . - - , - , - - -- I Sl. I

Income Groups i No ;--L-.-. - - - - -

1 Less than 1,000 <.-_ ~~ ~~ ~

2 j I, 000 - 2.000 ~ .~ 5 ~ - - ---

j 21 16

- - - - 1 12 I -- , - - 16 12

. ~.

L- 1 0 7 45 135 100

Source: Field Survey.

Monthly income-wise classification of the heads of households

reveals that 26 per cent of the respondents come under the income group of

'Rs.15. 001 - 20,000'. Those who come under the income group of 'Rs. 5001-

10,000' represent 20 per cent. Heads of the households coming under the

income group of 'Rs. 2001-2500' comes to 16 per cent and those who come

under the category of 'Rs. 20,001 and above' represent only 7 per cent of the

total (Table No.l.6).

B. Analysis of the Opinions of Male Respondents regarding Commercial

Advertisements

Details of the Male Respondents who observe the commercial

advertisements of products and who do not observe the commercial

advertisements of products are given in Table No2.1

Table No. 2.1

Details of the Male Respondents who observe the commercial advertisements

.- -

No. ~~ -~ -. ~ ~-

Respondents who observe

commercial adveaisements o f ! 45 1 44 1 44 1 133 1 99 1 14 prociucts I _ _ _ - L

Respondents who do not observe i I 1 1 2 the commercial advertisements of .. / 1 / q 2 1 1 1 I

I 1 products 1 I ~ -. ~ ~- -~

L r _ _ -~ ~ Total ~ ~ ~. - ~~


From Table No.2.1, it is clear that 99 percent of the heads of the

households surveyed observe the commercial advertisements of products. Those

who do not observe the commercial advertisement constitute only 1 percent of

the total.

Classification of Male Heads of Households on the basis of the

Media in which they Observe Advertisements quiet frequently are given in

Table No. 2.2.

Table No.2.2

Classification of Male Heads of Households on the basis of the Media,

in which they observe - . -. --.

Media

-- - ~

1 38 -~ . ~ - I

I Newspaper 1 ' ; 5

I 1 Periodicals I I I

~~

All Media

Source ' Field Survey

The Table No.2.2 shows that 'T.V' is the most effective media of

advertisements. Majority (78 per cent) of the respondents observe the

advertisement in TV 13 per cent of the male respondents observe commercial

advertisements in 'All media' and 7 per cent of total observe commercial

advertisements in 'Newspaper 1 Periodicals'. Heads of the households who

observe the advertisements in 'Hoardings and Signboards' constitute 1 per cent

each.

Classification on the basis of location of advertisement in

newspaperlperiodicals that draws attention of the Male Respondents significantly

is given in Table No.2.3.

Table No.2.3

Classification on the basis of Location of advertisement in NewspaperIPeriodicals

that draws the Attent~on of . Male - - - - F - - 2 _ _ i _ Res ondents SI n r f i c a n t l ~

Majority (39 per cent) of the heads of the households have opined

that the advertisements in the 'Middle pages' of newspaperlperiodicals have

more attention value when compared to that in the 'Front' and 'Back pages'. 35

per cent of the respondents are attracted by the advertisements on the 'Back

pages' of newspaperlperiodicals and 26 per cent of the total by the

advertisements on the 'Front page' of the newspaper/periodicals (Table No. 2.3).

Classification of the heads of the households on the basis of Time

Slot of advertisement in T V that draws attention of the respondents significantly

are given in Table No.2.4.

Table No.2.4

Classification of the Male Heads of the Households on the basis of the Time Slot

Time Slot

From Table No.2.4, it is observed that 39 per cent of the heads of

the households surveyed are attracted by the advertisement in 'Prime Time' in

TV 27 per cent of the respondents are attracted by the advertisement in the

'Early Fringe and Prirne Time'. Heads of the households who are attracted by the

advertisement in 'Early Fringe' constitute 25 per cent of the total. Majority (23

respondents) of the heads of the households watching the advertisements in

'Prime time' in TV are from the high-income group

Classification of the heads of households on the basis of the factors

that influence them to observe an advertisement are presented in Table No.2.5

Table No.2.5

Classification of the heads of households on the basis of the Factors that

Influence them to observe an advertisement

\ SI ,..r-- - ~ ~~ ~-~ . T - . 7.-~ ~~ - ~- - -~ ~-,

1 Attracting Factors of

I No. 1 Advertisements 1 Low I Middle

rTtTheme-e- - ~- -~ . ~~ L- Total L - - J - ~ ~ -~~ ~ ~ .- .- -. 3

2 1 Technical sophistication -.-- - -. ~.

1 -- . -- -

3 Catchy words -- .--.- ~~ ~- 1

/-- 3

4 Sense of humour - ~~~ -- -~ 16 12 -- 5 1 Contexts I Locations ----- 13 10 6 1 Way of presentation 20 25 65 48

-- Free offers

- 11 8

- 4 3 I -_ ' '

advertisement 1 -- 1 1 - - - - - ~- -

10 Natural beauty 1 1 I 2 -- _-- - - - . - L _ IT- Memorable events of the I , -- - 3 2 --

2 1 - - ~ -

I -- - -- ~ -- -

Total ---- -~ . - 1-31 i 135 Source: Field Survey

From Table No.2.5. it is obvious that majority (48 percent) of the

heads of households surveyed are influenced by the 'Way of presentation' of

advertisement. Respondents influenced by the 'Sense of humour' and the

'Theme' of advertisement constitutes 12 per cent and 10 per cent respectively.

Another 10 per cent of respondents are attracted by the 'Contexts/ Locations' of

the advertisement. 'Free offers' influence 8 per cent of male respondents.

Details of the heads of households who are influenced and not

influenced by the models in the Advertisement are given in Table No.2.6

Table No.2.6

Heads of households who are influenced and not influenced by the models

in the Advertisement ~ - ~~

Status of Influence ~ ~ - - .- ~. - ~ p--p ~~ p~~

Heads of households who

Advertisement

influenced by the models in the 17 33 Advertisement I

- ~ ~ ~- . ~

Total ~p ~ ~ -- -- ~~~ ~- --

Source : Field Survey.

From Table No. 2.6. ~t 1s observed that models in the advertisement

attract 67 per cent of the heads of households surveyed and 33 per cent of the

male respondents are not influenced by models in the advertisement. Further

analysis reveals that respondents coming under the low-income group are found

to be more influenced by the models in the Advertisement than the other two

categories

Classification of the Male Heads of Households who are influenced

by the models in the advertisement on the basis of the type of models in the

Advertisement are given in Table No.2.7

Table No.2.7

Classification of the Male Heads of Households who are influenced

by the models in the advertisement on the basis of the Types of Models

in the Advertisement -- - - - - -- -- -- -.

Types of Models Middle High Total % to Total

-- -~~~-p -~ .--- ~

1 24 20 12 56 62 Film stars I T.V. artists ~- 9 6 8 23 26 ~- . Sports stars .- ~~ -- 3 2 2 7 8 Religious leaders 1 1 -- -- 1 1 Artistic 1 -- -- 1 1 Others - 1 --

- . ~ ~ 1 2 2 Total , 39 28 23 90 100


The Table No.2.7 indicates that majority (62 percent) of the heads

of households surveyed are attracted by 'Babies' in the advertisement. 'Film

stars1 N artists' attract 26 per cent of the male respondents. Respondents who

are influenced by 'Sports stars' in the advertisement come to 8 per cent of the

total.

Details of the heads of households on the basis of their opinion

about the influence of religion on the advertisement of products are presented in

Table No.2.8

Table No.2.8

Details of the Male Heads of Households on the basis of their opinion about

the Influence of Religion ~ on the

Status of Influence - . -~ ~.

Heads of households

? 1 opined that there is the influence of 1 11 / 10 1 3 1 24 1 18 1 religion on advertisement of product.

-~ of households who have

2 / opined that there is no influence of / 34 / 35 1 42 / 11 1 / 82 1 1 religion on advertisement of product. - -- ~~ -

Total - . -- -. Source: Field Survey

The Table No.2.8 makes it clear that 82 per cent of the heads of

households surveyed are of the opinion that there is no influence of religion on

advertisement of products. Respondents who have opined that there is the

influence of religion on advertisement of product constitute 18 per cent of the

total

Classification of the Male Heads of Households on the basis of type

of products which have religious influence on consumers are presented in

Table No.2.9

Table No.2.9

Classification of Male Heads of Households on the basis of the Types of

Products, which have Rebious Influence on consumers

Types of Products

~- -. ~ ~- Beverages ~~~~ ~ ~ -~

-~ ~ --

5 Products used for religiouslceremonial occasions 6

Total I I I I

-- --- -- -. -- I l l / 10 1 - 3 1 2 4 I 100 Source: ~ i e l d ~ u r v e ~

Majority (75 per cent) of the male respondents are of the view that

the 'Products used for religious1 ceremonial occasions' have greater influence on

consumers than the other types of products. 13 per cent of respondents have

opined that influence of religion is more on 'Health and hygienic products'. A

small share of the respondents has reported the influence of religion on 'Food

products. Beverages and Cosmetics' (4 per cent each) (Table No.2.9).

Classification of the Male Heads of Households on the basis of

their opinion regarding the understandability of the advertisement to common

pe.ople are presented in Table No.2.10

Table No.2.10

Classification of Male Heads of Households on the basis of the Understandability

of the advertisement - . -- - - . .

Extent of Understandability % to -- ~

opined that the advertisements are

understandable to the common

people -- ~- ~


not understandable to the common 3 14 10

- - ~ - - --- - - Total 45


Table No.2.10 makes it clear that 90 per cent of the heads of

households surveyed are of the opinion that the advertisements are

understandable to the common people. The male respondents, who are of the

opinion that the advertisements are not understandable to the common people

come to 10 per cent of the total.

Ranking of the opinions of the Male Heads of Households

regarding the modern advertisements appearing in TV is shown in Table No.

2.1 1 and a diagrammatic representation of the same is given in Figure - I

Table No. 2.1 1

Ranking of the opinions of the male heads of households in respect

Ranking of the opinions of the Male Heads of Households regarding

of the modern advertisements appearing in the TV indicate that in majority (14.51

t h e -

SI. No.

1

2 -

3

4

5

6

7 -

8

9

l o --

per cent) of the cases modern advertisements have been able to 'Create a sort of

awareness of the product' and the same assumes the first rank. Those who have

rated the modern advertisements as the second by expressing their opinion that

they have been able to 'Create unnecessary temptations to buy new products'

represent 13.53 per cent of the total. Those who have ranked the modern

Modern Advertisements ~~ apeearin4 in TV

Opinions of the Male Heads of Households

~

Creates awareness of the product -- Creates unnecessary temptation to buy new products

-. -

Exaggeration of facts and quality of g r o d u c t s -- -. -~ ~-

Leads of changes in the outlook

Deviates attention of children . - - _ - - - . - _ - .

Exhibition of un parliamentary events

Creates a sort of monotony ~ ~ ~

Results in wastage of time -~ -- --- ~

Leads to a sort of annoyance - -~ .- ~ -

Creates a sort of confusion to select the apt product

-- - - ~ ~~

Aggregate

Weighted Scores .-


~-

Rank

1

2

3

4

5 .

6

7

8

- 9

10 -

8,034

Weighted Scores

-

1,166

1.087 -

94 1 -

912 -

802

71 8

691

591

576

550

100.00

,--;,o-i,--. Total

14.51

13.53

11.71

11.35 .- 9.98

8.94

8.60

7.36

7.17

6.85

advertisements as the third by revealing that they make an 'Exaggeration of facts

and quality of products' constitute 11.71 per cent, while those who have opined

that the advertisements 'Lead to changes in the outlook' (11.35 per cent).

'Deviate the attention of children' (9.98 per cent), 'Exhibit un parliamentary

events' (8.94 per cent), 'Create a sort of monotony' (8.6 per cent), 'Create a sort

of confusion to select the apt product' (6.85 per cent), 'Result in wastage of time'

(7.17 per cent) and those 'Lead to a sort of annoyance' (6.92 per cent) assume

the fourth, fifth, sixth, seventh, eighth, ninth and tenth ranks respectively (Table

No.2.11).

Figure - l OPINION OF MALE HEADS OF HOUSEHOLDS REGARDING THE MODERN TV

ADVERTISEMENTS

~ ~ . ~ ~ ~ . ~~.~ ~ ~ ~~ ~ -~ ~~ ~- ~ - ~~

i ~ r a a t e s awareness of the produd (14.61 %) creates unnecissa& temptation t i buy n& products (13.53 %): 13 Exaggeration of fads and quality of products (1 1.71 %) D Leads to changes in the outlook (1 1.35 %) B1 Deviates attention of children (9.98 X) Exhibition of un parliamentary events (8.94 %) OCreates a 60rt of monotony (8.6 %) ORerults in wabtage of tlm6 (7.36 %)

I

BLeads to a sort of annoyance (7.17 %) ~ ~-

I ~~ ~~.~ ~- ~~ - OCreates - a - sod - of confusion - - to select - ~- the ~~ apt ~ ~- product ~-~ (6.85 - - %)

Details regarding the Male Heads of Households on the basis of

their opinion that modern advertisements are filled with sexual scenes and not

filled with sexual scenes are given in Table No.2.12.

Table No.2.12

Classification of Male Heads of Households on the basis of their

Opinion that modern advertisements are Filled with Sexual Scenes and not Filled

opined that modern advertisements

are filled with sexual scenes

( 2 1 opined that modern advertisements 1 12 / 10 1 19 / 41 1 30 1 are not filled with sexual scenes

~. . .- . . . ~ ~- ~.~ Total

~

Source: Field Survey / 451 45 / 45 / 135 / 100 1

Table No.2.12 indicates that majority (70 per cent) of the heads of

households surveyed have opined that modern advertisements are filled with

sexual scenes, while 30 per cent of the male respondents are of the opinion that

modern advertisement are not filled with sexual scenes. Majority (33

respondents) of the respondents who have opined that modern advertisements

are filled with sexual scenes are from the middle-income groups.

Classification of the Male Heads of Households on the basis of their

opinion regarding the categories of advertisements that shows Sexual Scenes

are given in Table No.2.13

Table No.2.13

Details of the heads of households on the basis of their opinion regarding

of advertisements that shows Sexual Scenes

Categories of Advertiseme ~-

Toilet Soaps ~ ~

-~ ~~~~ ~ ~ -~ ~ -- -- Cosmetics

~ ~- ~

Undergarments - ~-

~~ - -

~~ ~~ ~ -- ~

~ -~ - ~

Total ~~~ -.


Majority (35 per cent) of the heads of households have opined that

many of the advertisement of toilet soaps are filled with sexual scenes.

Respondents having the opinion that advertisement of condoms filled obscene

scenes constitute 34 per cent of the total. In the opinion of 14 per cent and 8 per

cent of the respondents the advertisements of undergarments and dress

materials are filled with obscene scenes (Table No. 2.13).


their feeling that some of the advertisement create a sort of nostalgia and do not

create any nostalgia are presented in table No.2.14.

Table No.2.14

Classification of the Male Heads of Households on the basis of their feeling

that some of the advertisement create a sort of nostalgia and do not create

- -.-- ~ - - -

-~ -.- ~

Heads of households who feel that

some of the advertisement create a

sort of nostalgia ~

the advertisement do not create any

sort of nostalgia ~- - ~~ -- ~

Total --


From Table No. 2.14, it is evident that 79 per cent of the heads of

households feel that some of the advertisement creates a sort of nostalgia, while

21 per cent of the respondents feel that advertisements do not create any

nostalgia.

Details of the Male Heads of Households on the basis of their

opinion regarding the categories of advertisements that create some sort of

nostalgia are given in table No 2.15

Table No.2.15

Classification of Male Heads of Households on the basis of the opinion regarding

the caQories of advertisements that create some sort of Nostalgia r-- . . . - - - - - - - - . - -. -. --

7---, - - , Categories of Advertisements

-~ -. .~ --

1 Low Middle 1 High I Total I % 1 Total

Table No. 2.15 portrays that advertisements of 'Health Drinks'

create some sort of nostalgia in 23 per cent of the male respondents. 22 per cent

of the male respondents are of the opinion that advertisements of 'Umbrella'

create some sort of nostalgia. The advertisements of 'Tea' and 'Jewellery' create

some sort of nostalgia in 17 per cent and 14 per cent of the respondents

respectively. Those who have opined that advertisements of 'Textiles' and

'Insurance' create some sort of nostalgia constitute 7 per cent each of the total.

Classification of the Male Heads of Households based on their

belief that some of the advertisements affect the moral values in life and do not

affect the moral values are given in Table No. 2.16

--- -. - 1 2 1 8 5 -

~ -~~ ~~ 1 3 1 2 2 ] 6 1 --

~ --.- - ~

10 4 4 - ~ ~~ ~~~ - - ~~ ~

3 5 -

Health Drinks 3 ~

Umbrella ~~~ ~

2 12 10 -

Total 4 1 37 29 Source: Field Survey

15

7

7

18

11

25

24

107

14

7

7

17

10

23

22

100

Table No. 2.16

Classification of the Male Heads of Households based on their belief that

some of the advertisements affect the Moral Values in life and do not

affect the moral values ~ ~

Categories ~ ~~

Heads of households who believe that

/ 1 1 some of the advertisements affect the 1 11 / 11 1 20 / 42 1 37

moral values rn life -- - - - households who believe

/ 2 / the advertisements do not affect the 1 34 / 34 / 25 / 93 1 69 moral values in life t" Source: Field Survey Total ~~~

It is observed that majority (69 per cent) of the male respondents

believe that advertisements do not affect the moral values in life, while 31 per

cent of the heads of households surveyed are of the opinion that advertisements

affect the moral values in life (Table No. 2.16)

Details of the Male Heads of Households on the basis of their

opinion regarding the categories of advertisements that affect the moral values in

life are given in table No.2.17

Table No.2.17

Details of Male Heads of Households on the basis of their opinion regarding

~~

~ ~

d

- -

Napkins . - -~ ~

-- ~ ~~ 7 11

Majority (29 per cent) of the Male respondents are of the opinion

that advertisements of 'Condoms' affect the moral values in life. Male

respondents who are of the opinion that advertisements of 'Under garments'

distress the moral values in life constitute 21 per cent of the total. 17 per cent of

the respondents have opined that advertisements of 'Toilet soaps' affect the

moral values. Heads of the households who believe that advertisements of

'Dress materials' affect the moral values in life represent 12 per cent of the total.

Only a small share (7 per cent each) of the respondents are of the view that

advertisements of 'Napkins', 'Hot Drinks' and 'Beds' affect the moral values in

life.

Ranking of the Preferences of the male Heads of Households in

case of Advertisements, which are frequently seen in the media is depicted in

Table No. 2.18 and a diagrammatic representation of the same is given in

Figure - It.

Table No. 2.18

Ranking of the Preferences of the male Heads of Households in case of

,ertisements, wh~ch are frewently seen in the media. 7-- -- -

Advertisements Weighted 1 I Rank 1 scores - ~~ ~ ~-

Insurance I Banking ~ - -. ~~ --

Electronic Items -- - - -- ~

12.55 --

Automobiles t 1,147 11.57

Food i Confectionary Items -- ~- -

Dress Materials

1 6 / Social Security Schemes 1 820 / 8.27 1 6 1 Interior Decoration Items, including Furniture 1 172 / 7.78 1 7 /

Aggregate

Weighted Scores

It is discernible from the analysis based on the ranking of the male

heads of households that the advertisement of 'Insurance / Banking' is mostly

preferred by the male heads of households (13.90 per cent). 'Electronic Items'

assume the second rank (12.55 per cent) among the categories of

advertisements frequently appearing in the media. Advertisements of

'Automobiles' (11.57 per cent), 'Food I Confectionary Items' (10.26 per cent),

'Dress Materials' (9.53 per cent), 'Social Security Schemes' (8.27 per cent)

assume the third, fourth, fifth and sixth ranks respectively. In case of the

frequency of appearance of advertisements, 'Interior Decoration Items including

Furniture' (7.78 per cent), 'Health or Hygiene Products' (6.97 per cent), 'Jewellery

Items' (6.69 per cent), 'Cosmet~cs' (6.32 per cent) and 'Beverages' (6.16 per

cent) have been rated as the seventh, eighth, ninth, tenth and eleventh ranks

respectively by the consumers (Table No. 2.18).

Figure - I1 PREFERENCES OF THE MALE HEADS OF HOUSEHOLDS IN CASE OF ADVERTISEMENTS WHICH ARE FREQUENTLY SEEN IN THE

MEDIA

-. ~ ~.~ .~ ~ ~ ~- ~~~ ~~ ~ ~

'0 Insurance / ank kin^ (13.9 %) - --

R ~l&ronic Items (12.55 %)

l3Automob1les (1 1.57 %) Cl Food I Confectionary Items (10.26 %) El Dress Mater~als (9.53 %) Q Social Security Schemes (8 27 %)

Interior Decoration Items, including Furniture (7.78 %) Health or Hygiene Products (6.97 %) E3 Jewellery Items (6.69 %) B Cosmetics (6.32 %)

Classification of the Male Heads of Households on the basis of the

extent of essentiality in informing the viewers of advertisements in the media

about the after effects/ side effects on the over consumption of the advertised

products given in Table No. 2.19

Table No.2.19

Classification of the Male Heads of Households on the basis of the extent of

essentiality in informing the viewers of advertisements in the media about the

after effects1 side effects on the over consumption of the advertised products - SI. No.

1

Total

117

2

3

Views of the Households --


informing the viewers about the after

effectsl side effects on the over

consumption of the advertised products

are Highly Essential -- - -~ ~ -~ - - - -

Total % to

87

Low

41

^ t Heads of households who think that


Middle

42

1351 1 0 y

14

-

effects1 side effects on the over 2 2 consumption of the advertised products

are Essential - ~ -~ ~- ~. ~~~~ ~ -~ -



effectsl side effects on the over 1 consumption of the advertised products

are Non Essential ~- . - ~

Total - -~ ~~ ~ 45

High

34

10 10

1

45 a - Source: Field Survey

4 3

.-

Majority (87 per cent) of the male heads of households are of the

view that informing the viewers about the side effectsl after effects of the over

consumption of the advertised products is highly essential where as 10 per cent

of the households are of the opinion that informing this is essential. But those

who think that informing the viewers about the side effectsl after effects of the

over consumption of the advertised products is not essential comprise 3 per cent

of the total (Table No 2.19).

Details regarding the Male Heads of Households who have been

deceived through advertisements and who have not been deceived through

advertisements are presented in Table No.2.20

Table No.2.20

Details regarding the Male Heads of Households who have been deceived

through advertisements and who have not been deceived through - advertisements ~ -

categories - -

Heads of households who have been 1

deceived through advertisements - --- ~ -

Heads of households who have never kt advertisements

~- - ~ k .- Total - - - ~ - - - ~ - -~ . Source: Field Survey

Heads of households who have never been deceived through

advertisements constitute 80 per cent of the total, while 20 per cent of the

respondents have been deceived by the advertisements (Table No. 2.20).


advertisements media through which they got deceived are given in

Table No.2.21

Table No.2.21

Classification of Male Heads of Households on the basis of

It is evident from the above table that majority (66 per cent) of the

male respondents got deceived through the advertisements in 'TV', followed by

'Newspaper 1 Periodicals' which constitute 22 per cent of the total. The heads of

households who got deceived through the advertisements in 'Radio', 'Hoardings'

and from the 'Information given by friends' comprise 4 per cent each

(Table No. 2.21).

the advertisement media throu* which the ot deceived

y~iement -- - iidia---f;ml ~~~


type of the products i sewices in which they got deceived are presented in

Table No. 2.22.

~

2 Radio

3 News paper 1 Periodicals --r~- . 4 Hoardings -- -

. ~ - 5 Others (Information from friends) -- --

+- - - Total

~ .. ~~~

I 8 8 11 27 -

66

4

22

4

4

100 Source: Field Survey

Table No.2.22

Classification of the Male Heads of Households on the basis of the type of

--- -~ ~ - ~ I rvices In which they@ldTi p:-l.-;l;l -I Categories of products I services Low Middle High Total Total

~~ ~

~ -~ -~ ~~

2 Radio ---- ~~

3 TV -- ~- --- ~

4 Cosmetics ~ 11 40

5 Medicines .- - ~~ .--- ~. -- 2

- 4 15 6 Direct Marketing Products -

--- - -. - 2 2 4 15 Total ~ ~ 8 8 11 27 100

Source : Field Survey

Table No. 2.22 makes it clear that 40 per cent of the respondents

got deceived when they purchased 'Cosmetics' by seeing advertisements in the

media. Advertisements of 'Watches', 'Medicines' and 'Direct marketing products'

deceived 15 per cent each. The advertisements of 'TVs' and 'Radios' deceived

11 per cent and 4 per cent of the total respondents respectively.

C. Analysis of the Influence of Advertising on the Male Consumers of

Toilet Soaps


media that influence them in purchasing Toilet Soaps is given in Table No.3.1

Table No.3.1

Classification of the Male Heads of Households on the basis of the media that

News papers Magazines / Journals --

- ~ ~~ -.-

- - Total 45 45 135


Table No.3.1 reveals that out of 135 respondents surveyed, 90 per

cent of them are influenced by the advertisements in 'Television' in purchasing a

particular brand of Toilet Soaps. The advertisements in 'Newspapers' and

'Magazines I Journals' tempt 6 per cent and 2 per cent of the respondents in

buying a particular brand of soap. Only 1 per cent of the respondents are

influenced by the advertisements in 'Radios' and 'Hoardings'.

Details regarding the Male Heads of Households on the basis of the

factors that motivate them in purchasing a particular brand Toilet Soap are

presented in Table No.3.2

Table No.3.2


the MotivatinxFactors ,)_ . -~ ~

----7-7-

Motivating Factors - ~

On seeing the advertisement 2 Incentives offered by dealers

--

1 3 1 Understanding the proven quality of the soap / 25 / 30 / 31 / 86 1 64 1 wrapper of the soap

~ --

.. -

~ -- Total A5 lnn

Table No. 3.2 indicates that 64 per cent of the heads of households

surveyed purchase a particular brand of Toilet Soap only on 'Understanding the

proven quality of the soap'. But 14 per cent of the male respondents are

motivated by the 'Low price of the soap' and another 13 per cent by the

'Incentives offered by the dealers'. Those who are motivated by the

'Advertisements' constitute 7 per cent of the total.

Details regarding the heads of households on the basis of the

person who influence them in purchasing a particular brand of Toilet Soap are

exhibited in Table No.3.3

Table No.3.3

Classification of the Male Heads of Households on the basis of the Person

-

-~ - -

3 2 Total

Table No. 3.3 makes it clear that in majority (60 per cent) of the

cases, opinion of 'Wife' highly influences the decision of the male respondents to

purchase a particular brand of Toilet Soap. In 29 per cent cases 'Children'

happen to be the influential persons in purchasing a specific brand of Toilet

Soaps. Opinion of the 'Friends' influences the purchasing decisions of 5 per cent

of the respondents. The Influence of 'Father1 Mother'. 'Dealers' and 'Co-workers'

in purchasing a particular brand of Toilet Soap by the respondents is very low (2

per cent) when compared to that of others.

Details of the Male Heads of Households who observe the

advertisements about Toilet Soaps and who do not observe the advertisements

about Toilet Soaps are given in Table No.3.4

Table N0.3.4

Observation -wise classification of the Male Heads of Households

7--7

- .-- Heads of households who observe

--

the advertisements about Toilet 45

Soaps

observe the advertisements about -_ -- Toilet Soaps

-- _ Total 45 45

Table No.3.4 shows that 96 per cent of the heads of the

households observe the advertisements about Toilet Soaps, while 4 per cent do

not observe the advertisements about Toilet Soaps. Among the various strata of

the households surveyed, respondents from the Low and Middle Income Groups

are the frequent observers of advertisements about Toilet Soaps.

Details of the Male Heads of Households who compare the quality

and who do not compare the quality of soaps with the quality as highlighted in

advertisement about Toilet Soaps are depicted in Table No.3.5

Table No.3.5

Details of the Male Heads of Households who compare the quality and who do

not compare the quality of soaps with the quality as highlighted rn advertisement

Heads of households who compare

the quality of Toilet Soaps with the

quality as highlighted the

advertisements -- - - - --

Heads of households who do not i compare the quality of Toilet Soaps

with the quality as highlighted in the

1 1 advertisements I ' 1 / / ' 1 1 _L - - - _ -. 1 Total

p~

45 45 Source: Field Survey

i A 5 - w 1

Majority (86 per cent) of the heads of households surveyed

compare the quality of Toilet Soaps with the quality as highlighted in the

advertisement. But those who do not compare the quality of the product with the

quality aspect highlighted in the advertisements comprise 14 per cent of the total.

Only a few respondents coming under the Low and Middle Income Groups not


advertisements (Table No. 3.5)


regarding the quality of Toilet Soaps in comparison with the quality as highlighted

in advertisements is given in Table No.3.6

Table No.3.6

Ranking of the opinions of the Male Heads of Households regarding t h ~ ,-,..., as highlighted in advertisements

s " , - : - a - L ~ a m

Quality

Very good - - Good -- -

Sat~sfactory Poor Very poor

! Low / Middie / High

Aggregate Weighted

Scores

% to Total

- 11 - 10 -- 39 - 37 - 3

Aggregate

Weighted Scores 1 ___i__ .L 'i I I Source: Field Survey

Table No.3.6 ind~cates that majority (39 per cent) of the male

respondents have rated the quality of Toilet Soaps as 'Satisfactory', when

compared to the quality as highlighted in the advertisements. Those who have

rated the quality as 'Poor' ranks the second (37 per cent), followed by those who

have rated the quality as 'Very Good' (11 per cent), 'Good' (10 per cent) and

'Very Poor' (3 per cent)

Details regarding the classification of Male Heads of Households on

the basis of the~r places of purchase of Toilet Soaps presented in Table No.3.7

Table No.3.7


their lace of urchase of To1 e __,EP- -_ lLS%!!P~_ I Place of Purchase of Toilet Soaps No. 1 Low 1 Middle I High I Total I - -. - - - . - --

~

~

29 17

2 10

Total -. .- . - - -


From Table No. 3.7, it is clear that 39 per cent of the male

households purchase Toilet Soaps from 'Provisional stores', while 36 per cent of

them have opted for the same from 'Margin free markets'. Those who prefer to

buy the same from the 'Super markets' and 'Maveli stores' constitute 9 per cent

each. Those who prefer 'Stationery stores' as the main place of purchase

represent only 7 per cent of the total

Details of Male Heads of Households on the basis of the factors

affecting them to select a particular place for the purchase of Toilet Soaps are

presented in Table No. 3.8

Table No.3.8

Details of Male Heads of Households on the basis of the factors affecting them

Influencing Factors

- - -

- - - . . ~ - ~

0 4 Total 45 45

Table No. 3.8 ~ndicates that 33 per cent of the heads of households

have been influenced by 'Convenience' as the most dominating factor in case of

the place of purchase of Toilet Soap. 'Low price' is the second influencing factor

(26 per cent) In the case of place of purchase of Toilet Soap. 22 per cent of male

respondents have been attracted by the 'Availability of selection' of Toilet Soaps.

Majority of the Low-~ncome groups have been influenced by 'Convenience' as the

important factor deciding the place of purchase of the product.

Classification of Male Heads of Households on the basis of their

regularity of purchase of Toilet Soaps from a particular shop is given in

Table No.3.9

Table No. 3.9

Classification of Male Heads of Households on the basis of their Regularity

Status of Regularity

purchasers from a particular shop

29 - - -- - - - -

Total 1

- j 45 1 45 Source: Field Survey

Table No. 3.9 reveals that majority (71 per cent) of the male

respondents regularly purchase Toilet Soaps from a particular shop in their

locality, while 29 per cent of them do not purchase Toilet Soaps regularly from a

particular shop.

Deta~ls regarding the classification of Male Heads of Households on

the basis of the frequency of purchase of Toilet Soaps are exhibited in

Table No. 3.10.

Table No.3.10

Classification of Male Heads of Households on the basis of the Frequency

of Purchase of Toilet : 1 - 7 ---

"4. '

No. Frequency of Purchase

1 Once in a week -

2 Beginning of month - --- 3 Once in two months j _.

2

~ - .

Total ~

Table No. 3.10 indicates that 50 per cent of the male respondents

purchase Toilet Soaps in the 'Beginning of the month', while those who

'Occasionally' purchase the Toilet Soaps and those who purchase the same

'Once in a week' represent 40 per cent and 7 per cent respectively. Those who

purchase Toilet Soaps 'Once in two months' constitute only 2 per cent of the

total.


preference to see advertisements in T.V. is presented in Table No. 3.11

Table No.3.11

Classification of Male Heads of Households on the basis of their Preference

Majority (45 per cent) of the male respondents have opined that the

advertisements should be shown 'Before the programme' in T.V. (Table No.

3.11). 35 per cent of the respondents have opined that the advertisements

should be telecasted 'During the programme', while 20 per cent prefer

advertisements to be shown 'After the programme'.

Details regarding the class~fication of Male Heads of Households on

the basis of the part of advertisements, which influence them to purchase a

particular brand of Toilet Soap, are given in Table No. 3.12.

to see advertisements in T.V. ~

SI. No.

1

2

3

~

Preferred Timing of Advertisements by the Respondents --

Before the Programme

During the Programme

After the Programme - - -- Total

~~

-

Low

18 .

18

9

-source: Field suwey - 45

Middle

22

17

6

High Total % to Total

21

12 12 27 20

45 45 135 100

Table No.3.12

Classification of Male Heads of Households on the basis of

the part of advertisements, which influence them to purchase a particular

brand of Toilet Soap__ -~

The part of Advertisements that

particular brand of Toilet Soap

~nfluence Households to purchase a , No.

i Highlighting of hygiene consciousness

I 1 1 I I I - - - - - - -- Total -- -- [45 1 45 1 45 ( 135 1 100


Table No. 3.12 reveals that the most influencing part of the

advertisement that tempts the male respondents to purchase a particular brand

of Toilet Soaps is the 'Highlighting of the natural ingredients' of the Toilet Soaps

and it comes to 46 per cent of the total. From the survey, it is observed that

'Highlighting of hygiene consciousness' shown in the advertisement influences

39 per cent of the respondents. 'Songs' of the advertisement influence 5 per cent

of the respondents. Though 3 per cent of the respondents are influenced by

'Reminiscences of the past', 2 per cent each of them are influenced by the

'Action of models'. 'Sceneries' and 'Comedies'. 'Cartoons' contained in the

advertisement of Toilet Soaps have a relatively less significant influence on the

respondents from various strata of the society.

Ranking of the opinions of the Male. Heads of Households

regarding the existing style of advertisements of Toilet Soaps are exhibited in

Table No.3.13

Table No. 3.13

Ranking of the opinions of the heads of households regarding the existing

Major~ty (53 per cent) of the male respondents have opined that the

' Weighted Scores

5 24 56

~ 63 195 34 110

5 Very poor --

Weighted Scores 366 --

existing style of advertisements of Toilet Soaps as 'Satisfactory', while those who

have rated the same as 'Poor' constitute 31 per cent of the total. The


Total % "

1 15 53 31 --

1 00

respondents who have rated the existing style of advertisements as 'Good' come

Rank

4 3 1 2 --

J

to15 per cent, while those who have rated the same as 'Excellent' represent only

a miniscule share of the total (Table No. 3.13)

Details regarding the classification of the Male Heads of

Households on the basis of the type of advertisement that is preferred by them

mostly to be exhibited in case of Toilet Soap presented in Table No. 3.14

Table No.3.14

Details regarding the classification of the Male Heads of Households on

the basis of the type of advertisement that preferred by them mostly

to be exhibited in case of Toilet - Soaps Types of advertisements mostly

preferred by the Households to No.

exhibited in case of Toilet Soaps

~~ -~ --- 1 I

~~

1

-. .- ~

2 1

- 1 1

~

1 1 5 4 Total 45 45 45 135 100


Table No.3.14 indicates that 83 per cent of the male respondents

have opined that the advertisements of Toilet Soaps disclosing their 'Product

ingredients' are the most effective ones. The advertisements depicting 'Medicinal

plants' are found to be preferred by 4 per cent of the total, while 3 per cent of the

respondents are of the view that advertisements, which have 'Artistic contents'.

are more effective. Those who prefer advertisements of Toilet Soaps containing

'Sceneries', 'Sexual scenes' and 'Old songs' constitute 2 per cent each of the

total. Advertisements of Toilet Soaps containing 'Modern songs' and exposing

'Sport stars', 'Film stars' and 'Model girls I beauties' have been preferred by a

small share of the respondents.

Rating of advertisements by the Male Heads of Households about

the honesty of advertisements in case of Toilet Soaps is given in Table No. 3.15

Table No. 3.15


Weighted Scores

1-2. We~ghted Scores - p ~ ~ ~ f ~ ~ \ I_--- - - --i_. - I I - Source: Field Survey

Table No. 3.15 indicates that the majority (64 per cent) of the male

respondents have rated the honesty of advertisements as 'Average' in the case

of Toilet Soaps. Those who have assessed the honesty as 'Low' constitute 32

per cent, while those who have appraised the same as 'Very High' represents 2

per cent of the total. Those who have remarked the honesty of advertisements of

Toilet Soaps as 'High' and 'Very Low' account for only '1 per cent' of the totai.

Classificatinn of the Male Heads of Households on the basis of their

regularity in purchasing of the same brand of Toilet Soap is given in

Table No.3.16

Table No.3.16

Classification of the Male Heads of Households on the basis of their regularity

in purchasing of the same brand of Toilet Soap I I I

No. / Regularity of Purchase Low Middle I I

Households who are not the regular

purchasers of the same brand of Toilet

Soap _ _ Total

- -- - Source: Field Survey

Table No. 3.16 reveals that 59 per cent of the male heads of

households surveyed are not the regular purchasers of the same brand of Toilet

Soap, while 41 per cent of them regularly purchase the same brand of Toilet

Soap.


reasons for purchase of the same brand of Toilet Soaps is given in

Table No. 3.17.

Table No.3.17

Classification of the Male Heads of Households on the basis of Me reasons

An analysis of the reasons for preferring the same brand of Toilet

Soap by the households indicates that 'Pleasant body odour' is the main reason

behind the purchase of a particular brand of Toilet Soaps by 22 per cent of the

respondents. Those who have opined that 'Pleasant perfume' and 'Retention of

fragrance' as the reasons for the purchase of Toilet Soap represents 20 per cent

and 13 per cent respectively. 11 per cent each of the respondents purchase the

same mainly by considering their 'Attractive price', 'Longer period of use' and

'Non allergic nature'. Only 9 per cent of the respondents have opined that the

'Therapeutic value' of the soaps alone have tempted them to purchase the same

(Table No. 3.17).


type of Toilet Soaps they prefer is given in Table No. 3.18

Table No.3.18

Classification of the Male Heads of Households on the basis of the type of

-

Medicated Toilet Soaps

25 13 66 49 --

7 17 25 19

Total 45 Source: Field Survey

Table No. 3.18 indicates that 49 per cent of the male heads of

households surveyed prefer to purchase General purpose Toilet Soaps, while 27

per cent of them prefer to buy Medicated Toilet Soaps.19 per cent of total male

respondents prefer to purchase Glyceroid Toilet Soaps. Out of the households

covering 49 per cent, majority of them are from the Low income group. High -

income group is the major dominant section to purchase Glyceroid Toilet Soaps.


category of Toilet Soaps they prefer most is exhibited in Table No. 3.19.

Table No.3.19


No. Category of Toilet Soaps

Total

100 gm -- - ---- ~

150 gm ~

25 19

Total 45 45 45 Source: Field Survey

Table No. 3.19 shows that majority (42 per cent) of the male

respondents prefer to buy '100 grn' packets of Toilet Soaps while those who opt

to buy '75 gm' packets and '150 gm' packets represents 32 per cent and 19 per

cent respectively. Only 7 per cent of the respondents, especially the Low and the

Middle Income Groups have opined that they prefer to buy the '25 gm' packets of

Toilet Soaps.

Details regarding the classification of Male Heads of Households on

the basis of advertisements of popular brands of Toilet Soaps, which have

significantly influenced them, are given in Table No. 3.20

Table No.3.20


the advertisements of Toilet Soaps that impress them much. - % to Low Middle High Total Total

~

12 15 7 34 25 8 10 . 7 25 19 7 5 15 27 20 -

-~ -~ 2 2 1 -- 1 2 -- 3 2 1 -- 2 3 2 3 1 2 6 4

-- 1 2 3 6 4

-- 3 2 2 7 5 4 3 2 9 7 1 -- --

- ~-~ --- -~ -~. 1 1 - 1 -- .. 1 1

~~

y__- _ - 1 -- I ~. . -. .- -- .- -- - 1 1


From Table No.3.20, it is observed that the advertisement of 'Lux'

Toilet Soap in the media is the most appealing one among the advertisements of

various Toilet Soaps which constitute 25 per cent of the total number of the male

heads of households surveyed. The advertisement of 'Pears' attracts 20 per cent

of the male households surveyed to buy the same. The advertisements of

'Lifebouy' and 'Chandrika' attract 19 per cent and 7 per cent of the male

respondents respectively. 5 per cent of the respondents are influenced by the

advertisements of 'Jeeva'. 4 per cent each of the respondents are attracted by

the advertisements of 'Cinthol' and 'Medimix'. The advertisements of 'Rexona',

'Godrej', 'Santhoor', 'Johnson baby' and 'Liril' attract 2 per cent each of the

respondents. Advertisements of other brands of Toilet Soaps preferred by the

respondents constitute only a miniscule share of the total. Among the

Advertisements of other brands of Toilet Soaps the advertisement of 'Lux' Toilet

Soaps attracts mainly the Low and the Middle Income Groups, while the

advertisements of 'Pears' Toilet Soap has an appealing effect on the High

Income Groups.

Ranking of the Problems of Male heads of Households associated

with the advertisements and consequent purchase of To~let Soaps is given in


Figure - Ill

Ranking of the problems faced by the male heads of households in

the order of their gravity reveals that 'Over consumption of the product' (14.35

per cent) is the main problem faced by them, followed by 'Appearance of

pimples' (13.58 per cent). Other problems ranked in the order of their severity by

the respondents are 'Burning sensations' (12.8 per cent), 'Parching of skin'

(11.67 per cent), 'Fungal diseases' (10.36 per cent), 'Decolouration of skin' (9.69

Table No.3.21

Ranking of the Problems of Male heads of Households associated with

the advertisements ~ ~~~ and consequent purchase ~~ of Toilet Soaps

per cent), 'Itching of skin' (9.45 per cent), 'Appearance of scars /burns on skin'

(9.05 per cent) and 'Premature falling of hair' (9.05 per cent) (Table No.3.21 ).

SI. No

1

2

3

4 5

- -c 7

8

Problems

Over consumption of the product --

Weighted Scores

723

9 ] Premature falling of hair -- Aggregate

Weighted Scores - Source: Field Survey

9.05

100.00 --

456 -

5037 -

8 -

--. ~ ~ ~-

Appearance of pimples

Burning sensations - - Parching of skin

- -- -- - Fungal diseases

.- ~ -..- ~

Decolouration of skin ~

Itching of skin - -~ ~

Appearance of scars /burns on skin

% to Total

14.35

13.58 - 12.8

11.67

10.36 -

9.69

9.45

9.05

684

644

588 - 522

488

476 456

Rank

1

2 3 4

5 6 7

8

Figure - Ill PROBLEMS OF MALE HEADS OF HOUSEHOLDS ASSOCIATED WITH THE ADVERTISEMENTS AND CONSEQUENT PURCHASE OF TOILET

SOAPS

- ~. ~p~ -~ - ~ ~~~ ~ ~~~ -~ ~~ .-- ---- -~ ~.~ ~

Dover coirumptton of the product (14.36 %) a+V~pearance of pimples (13.58 %) RBurning sensations (12.8 %) oParching of skin (1 1.67 56) aFungal dlseasea (10.36 96) ODewlouration of skin (9.69 %) 0 Itching of skln (9.45 %) OAppearance of scats /burns on skin (8.05 %) i i B Pramsture falling of hair (@.ti6 %)

~ .. ~~ ~ ~~ ~ -- - ~ ~~~ - -. - ~- -. -- ~,~ ~ ~,

- - - -~ ~~~ ~ .~ ~ ~ .-~ ~~~.~~ ~ . -

I - . _- - ~, ~


their opinions about the categories of N advertisements, which are highly

effective in the case of Toilet Soaps, is given in Table No. 3.22

Table No.3.22

Classification of the Male Heads of Households on the basis of their opinions

about the categories of N advertisements, which are highly effective in the case

of T o l l e t a s - - - - - --

:a__ Reasons for effecttveness -

Those showing

1 1 1 regarding the ingredients, both / 32 / 27 / 29 / 88 1 65 1 natural and synthetic, used

Those showing description

1 2 / regarding the side effects and / 1, 1 17 1 9 1 37 / 27 1 precautionary measures to be taken

Those showing details regarding the ti-- 3 / Date of Manufacture and Date of / -- 1 -- [ I l l / 1 I

Those showing priceis of producVs T' along with the advertisement

Total Source: Field Survey

Majority (65 per cent) of the respondents have opined that the

advertisements in TV showing descriptions regarding both the natural and

synthetic ingredients used in Toilet Soaps will be highly effective in attracting

consumers. The advertisements of Toilet Soaps showing description regarding

the side effects and precautionary measures to be taken by the consumers is

found to be effective to 27 per cent of the respondents. 7 per cent of the

respondents are of the view that advertisements that show the prices of Toilet

Soaps are more effective in attracting consumers (Table No.3.22).


values of advertisements, which have attracted them in the case of Toilet Soaps,

is given in Table No. 3.23.

Table No.3.23

Classification of the Households on the basis of the values of advertisement,

which have attracted them in the case of Toilet Soaps

Types of Values Middle

Attention value

-- - 2 3 2 -- -- ~.~ :- Educative value 2 1 ---- 5

Conviction value -

4 -- 5

Memorising value - - -- . - -- 1 5

Instinctive value .- 1

Total 45 ~p

45 Source: Field Survey

Table No. 3.23 shows that 50 per cent of the male heads of

households surveyed have opined that they are attracted very much by the

'Attention value' of advertisements in the case of Toilet Soaps. 24 per cent of

them have been impressed very much by the 'Educative value' of

advertisements. Those who have been attracted by the 'Conviction value' and

'Memorizing value' of advertisements represent 10 per cent and 7 per cent

respectively.

D. Analysis of the Influence of Advertising on the Male Consumers of

Detergents


media that persuade them in purchasing Detergents is presented in

Table No. 4 .1

Table No. 4.1

Classification of Male Heads of Households on the basis of the media that

~~ - ~

.- --

- . ~~

Total 100 Source: Field Survey

Table No. 4 .1 reveals that out of 135 respondents surveyed, 86 per

cent of them are swayed by the advertisements in 'Television' in buying a particular

brand of Detergent. The advertisements in 'Magazines I Journals' persuade 8 per

cent of the male respondents in purchasing a particular brand of Detergent.

Respondents influenced by the advertisements of Detergents in 'Newspapers'

represent 4 per cent of the total. Only 1 per cent each of the respondents is

influenced by the advertisements through 'Hoardings and Radios'


motivational factors that affect them in purchasing a particular brand of Detergent

is given in Table No. 4.2

Table No.4.2

Classification of the Male Heads of Households on the basis of the Motivational

Factors that affect them ~yurch-a partrcular brand of Detergent 7, - - - --

1 i:, 1 Motivating Factors 1 I-: 1 M i T k 1 H; Dl - -- -- - -. On seeing the advertisements -

2 Incentives offered by dealers -- -

1 3 1 Understanding the proven quality of the Deteraents 1 37 1 35 1 27 / 99 ( 73 / See~ng the attractrveness the

-- -- - - - - -- -

t - Source: F~eld Survey


surveyed are purchasing a particular brand of Detergent on the basis of

'Understanding the proven quality of the Detergents'. 15 per cent of the male

respondents are attracted by 'Low price of the Detergents'. 4 per cent each of the

respondents are impressed by 'Incentives offered by dealers' and 'the

advertisements of Detergents'


persons who influence them in buying a particular brand of Detergent is exhibited

in Table No. 4.3

Table No.4.3

Classification of the Male Heads of Households on the basis of the persons

who Influence them in Buying

No. Influencing Persons

Total

- - .-

-~

-

-- ~

20

-- --.- -. 2

Total 45 45 45

Table No. 4.3 indicates that in majority (74 per cent) of the cases,

opinion of 'Wife' highly influences the decision of the male respondents to

purchase a particular brand of Detergent. In 15 per cent of the cases Dealers

happen to be the influential persons in buying a specific brand of Detergent.

Opinion of the 'Father 1 Mother' influences the purchasing decisions of 4 per cent

of the respondents. 'Children' happen to be the influential persons in buying a

specific brand of Detergent in the case of 3 per cent of the male respondents.

'Friends' and 'Co-workers' become the persuading persons in the case of 2 per

cent each of the male respondents in purchasing a particular brand of Detergent.

Class~fication of the Male Heads of Households on the basis of their

observation of advertisement about Detergents is presented in Table No. 4.4

Table No.4.4

Details regarding the Male Heads of Households on the basis of

their observation of advertisements about Detergents -

Category % to

of Detergents

Detergents - -. - -- - -

From Table No. 4.4, it is discernible that 98 per cent of the male

respondents are the regular observers of advertisements of Detergents, while 2

per cent of them are not the observers of such advertisements


and who do not compare the quality of Detergents with the quality as highlighted

in advertisement about Detergents are depicted in Table No. 4.5

Table No.4.5

Details of the Male Heads of Households who compare the quality and

who do not compare the quality of Detergents with the quality as highlighted in

advertisement about Detergents

~ a t e g o ~ - ~ - p - - - ~ ~ ~ ~ ~ ~ ~


the quality of Detergents with the

quality as highlighted in the

advertisements - - -

Heads of households who do not

advert~sements I - _ - _ - - -_ - - Total - - - imTJ 45 / 135 1 loo


From Table No. 4.5,it is clear that 94 per cent of the male

I

respondents compare the quality of Detergents with the quality as highlighted in

I *

the advertisements. But 6 per cent of the respondents do not compare the quality

compare the quality of Detergents

with the quality as highlighted in the

of the products with the quality as claimed in the advertisements.

--


regarding the quality of Detergents in comparison with the quality as claimed in

7

advertisements are exhibited in Table No. 4.6

8 6

Table No.4.6

Ranking of the opinions of the Male Heads of Households regarding the quality


have rated the quality of Detergents as 'Satisfactory' when compared to the

quality as highlighted in the advertisements. Those who have rated the quality as

'Good' constitute 15 per cent, while those who have rated the same as 'Poor' and

'Very Poor' represent 8 per cent and 1 per cent respectively. Those who have

remarked the quality of Detergents as 'Very Good' a~so.account for only 1 per

cent of the total.


their places of purchase of Detergents is presented in Table No. 4.7.

_of Detergents in comparison with the quality as claimed in advertisements

SI. NO.

1 2 3 4 5 --

Opinion about the

existmg style of

advertisement of toilet

Aggregate

1 Weighted Scores 406

-- ~- -

Weighted Scores

100


Scores soaps - -- . -- -

Very good ~ - 5 Good 24 64 Satisfactory - 84 306 Poor 20 30 Very poor --

~~~ -- -~ - -. . ~ ~ 1

Aggregate Weighted

1 15 75 8 1

4 2 1 3 4

total %to Rank

Table No.4.7

Classification of the Male Heads of Households on the basis of their places

From Table No. 4.7,it is evident that 40 per cent of the male

respondents purchase Detergents from 'Provisional stores', while 39 per cent of

them has opted to purchase the same from 'Margin free markets'. Those who have

preferred to buy the same from the 'Super markets'. 'Maveli stores' and 'Stationery

stores' represent 7 per cent of the total.


factors affecting them to select a particular place for the purchase of Detergents

is given in Table No. 4.8.

Table No.4.8

Classification of the Male Heads of Households on the basis of the Factors

Influencing Factors % to

&- . ~~

1 I Low price -- -- .- - - 11 11 7

- -- 2 8 17 17 9

1 2 3 14 18 35 4 1

Total 45 45 45 135 100 ---. .


Table No 4.8, indicates that 32 per cent of the male heads of

households have been influenced by 'Convenience' as the predominating factor

in case of the place of purchase of Detergents. 'Availability of selection' happens

to be the second ~nfluencing factor (26 per cent) In the case of place of purchase

of Detergents by the respondents. 21 per cent of them have been attracted by

the 'Low price' of the same. Majority of the high-income groups have been

observed to be influenced by the 'Availability of selection' in case of deciding the

place of purchase of these products

Class~fication of the Male Heads of Households based on the

regularity of purchase of Detergents from a particular shop is presented in

Table No. 4.9.

Table No.4.9

Classification of the Male Heads of Households based on the regularity

Major~ty (89 per cent) of the male respondents surveyed regularly

purchase Detergents from a particular shop, while 11 per cent of them are not

regularly purchasing the same from a particular shop (Table No. 4.9).

ofpurchase of D e t e m t s from*articular - shop -

Classification of the Male Heads of Households based on the

frequency of purchase of Detergents is depicted in Table No. 4.10

Status of Regularity ~

Househdds who are regular


~



~- Total ~.


% to

6

Low

37

8

45

Middle

44

1

45

Table No.4.10

Classification of the Male Heads of Households based on the frequency

of purchase of Detergents

Frequency of Purchase Low Middle - -- - -- -

2 Beginning of month ---- Once in two months -- -

4 Once in three months

Occasional - - 29 16 13 58 43

Total -.

45 - 45 45 135 100



purchase Detergents in the 'Beginning of the month', while those who

'Occasionally' purchase the Detergents and those who purchase the same 'Once

in a week' represent 43 per cent and 5 per cent respectively. Those who purchase

Detergents 'Once in two months' comprise only 2 per cent of the total.

Class~ficat~on of the Male Heads of Households on the basis of their

preference to see advertisements in T.V. is shown in Table No. 4.1 1

Table N0.4.11

Classification of the Male Heads of Households on the basis of their Preference

to see advertisements in T V. -7-- - - - 7 -7--- -- - 7--

- Total -- -

45 135 100 Source: Field Survey

SI. No.

Majority of the male respondents (47 per cent) are of the view that

the advertisements should be shown 'Before the programme' ( Table No. 4.1 1)

Preferred Times of Low Advertisements

34 per cent of the respondents prefer advertisements to be shown 'During the

programme', while 19 per cent of them prefer the same to be shown 'After the

Middle

programme'.

Classifications of the Male Heads of Households on the basis of the

High

part of advertisements, which influence them to purchase a specific brand of

Detergent, are given in Table No. 4.12

Total % to Total

Table N0.4.12

Classification of the Male Heads of Households on the basis of the part of

- - - - - 1 Action of models

.- - - -

~ i g h l i ~ h t i n i - of the

- Highlighting of hygiene

8 consciousness

- -



advertisements that persuade the male respondents to buy a particular brand of

Detergent is the 'Highlighting of hygiene consciousness' of the Detergents, which

constitute 69 per cent of the total. The results of the Field Survey also indicate

that 'Highlighting of the natural ingredients' shown in the advertisement

influences 21 per cent of the respondents. 2 per cent each of them are influenced

by the 'Action of models', 'Sceneries', 'Comedies' and 'Reminiscences of the

past', which are shown in the advertisements of Detergents.


regarding the existing style of advertisements of Detergents are depicted in

Table No. 4.13

Table No.4.13


the existin st le of advertisements of Detergents I+--- i-- 7-

1 1 / Excellent 1 5 ; -- 1 5 1 10 1 2 1 4 1

I

Aggregate 1 Weighted Scores 1 147 1 148 1 139 1 434 / 100 /

I

Total %to SI.

No.

- ~ ~ p p ~~

Satisfactory

Poor -..- ~~~~p-p~-

5

- - -. . -1 . .--.+ -- 1

I . -_.LA I 1 u Source Field S u ~ e y

Rank

Opinion about the existing style of Weighted Scores Aggregate advertisement of Weighted

Detergents Scores

2

1

3

5

Majority (57 per cent) of the male respondents have rated the

existing style of advertisements of Detergents as 'Satisfactory', while those who

have rated the style of advertisements as 'Good' represent 35 per cent of the

total. The respondents who have rated the existing style of advertisements as

'Poor' come to 5 per cent, while those who have rated the same as 'Excellent'

represent only a miniscule share (2 per cent) of the total (Table No. 4.13).


types of advertisements, which are mostly preferred by them to be exhibited in

case of Detergents is given in 'Table No. 4.14.

Table N0.4.14

Classification of the Male Heads of Households on the basis of the types

of advertisements, which are mostly preferred by them to be exhibited in case of

exhibited in case of Total

I / Detergents

-- -. -

Product ingredients --

-- ~ - Sexual

~~~ - Old songs

~

- -- -- --- 9 j ~ o d e , girls I f 1 - rP-- I 10 1 Medicinal plants

I Total Source: Field Survey


are of the view that the advertisements of Detergents disclosing the 'Product

ingredients' are the highly effective ones. The advertisements showing 'Artistic

styles'. 'Sexual scenes' and 'Medicinal plants' are found to be preferred by 2 per

cent each of the total. Advertisements containing 'Sceneries', 'Old songs',

'Modern Songs' and exposing 'Sports stars', 'Film stars' and 'Model girls I

beauties' constitute small percentages (1 per cent each) when compared to the

other categories mentioned earlier.


the honesty of advertisements in case of Detergents is given in Table No. 4.15

Table No.4.15

Rating of advertisements by the Male Heads of Households about the honesty

of r--. advertisements .. in - case -- of Detergents 7- ~~~

1---7---1

Households opinion about the honesty of Weighted Scores Aggregate

Advertisement of Weighted

Detergents Scores

~. 1 LOW-e 1 High -

~ ~~~ ~

3 Average 232

% to total

Very Low - --- -

Aggregate _ - I _ _ Weighted Scores

I Source: Field suNey

Table No. 4.15 shows that the majority (79 per cent) of the male

respondents have rated the honesty of advertisements as 'Average' in the case

of Detergents. Those who have remarked the honesty of advertisements as

'High' constitute 8 per cent, while those who have assessed the same as 'Very

High' and 'Low' represent 7 per cent and 5 per cent respectively. Those who

have remarked the honesty of advertisements in case of Detergents as 'Very

Low' accounts for only 1 per cent of the total.


their regularity in purchasing of the same brand of Detergent is shown in

Table No. 4.16

Table No.4.16

Classification of the Male Heads of Households on the basis of their Regularity

Regularity of Purchase Low Middle High Total % to Total

regular purchasers of the 25 34 34 93 69 same brand of Detergent

the regular purchasers of

the same brand of 20 11 11 42 31

Detergent

Total - - -. 45 45 45 135 100 Source: Field Survey

Table No. 4.16 depicts that majority (69 per cent) of the male heads

of households surveyed are the regular buyers of the same brand of Detergent.

while 31 per cent of them are not the regular buyers of the same brand of

Detergent.


reasons for purchase of the same brand of Detergent is presented in

Table No. 4.17.

Table No.4.17

Classification of the Male Heads of Households on the basis of the Reasons

for Purchase of the Same Brand of De The reason for the purchase of same

brand of Detergent by the Households

~ ~

-~

~ ~-

-~

-~ Non allergic nature . - _ - -

Total - . - - _ _- .--


An analysis of the reasons for opting the same brand of Detergent

by the households indicates fhat 'Attractive price' is the main reason behind the

purchase of a part~cular brand of Detergent by 27 per cent of the respondents.

Those who have opined that 'Pleasant perfume', 'Non allergic nature', and 'Rich

Lather' as the reasons behind the purchase of the same brand of Detergent

constitute 26 per cent, 19 per cent and 13 per cent respectively. 12 per cent of

the respondents purchase the same mainly by considering their 'Longer period of

use'. Other reasons like the "Retention of fragrance' and 'Therapeutic value'

happen to be the main reasons for only a miniscule share of the respondents to

purchase the same brand of Detergent (Table No. 4.17).

Classification of the Male Heads of Households who prefer to

purchase various categories of Detergents is exhibited in Table No. 4.18

Table No.4.18

Classification of the Male Heads of Households who prefer to purchase

Various C a t e ~ i e s -- of De=its

Category of

Detergents Total

6

3 2

4 kg.-.~- ~ 3 2 Total 45 3 I ,, 45 135 100

-- Source: Field Survey

Table No.4.18 shows that majority of the respondents (57 per cent)

buy '1 kg' Detergent packets, while those who purchase '500 gm' packets

represent 28 per cent. Those who prefer to buy '1.5 kg' kits and '250 gm'

packets constitute 6 per cent and 5 per cent respectively. 2 per cent each of the

respondents prefer to buy '3 kg' packets and '4 kg' packets of Detergents.


Households on the basis of advertisement of Detergents impress them much are


Table No.4.19

Classification of the Male Heads of Households on the basis of advertisement

From Table No. 4.19, it is observed that the advertisements of 'Surf

in the media is the most appealing one as opined by majority (32 per cent) of the

respondents as far as the advertisements of various Detergents are concerned.

The advertisements of 'Nirma' attract 17 per cent of the male households

surveyed. The advertisements of 'Sunlight' and 'Henko' attract 16 per cent and

12 per cent of respondents respectively. 7 per cent each of the male respondents

are influenced by the advertisements of 'Wheel' and 'Ariel'. Only 5 per cent of

respondents are fascinated by the advertisements of 'Mr. White'. Advertisements

of 'Tide', Ms. Mary' and 'Rin' have created only a relatively less impression

among the male households surveyed.

Ranking of the problems of Male Heads of Households associated

with the advertisements and consequent purchase of Detergents is shown in Table

No. 4.20 and a diagrammat~c representation of the same is given in Figure - IV.

Table No 4.20

Ranking of the problems of Male Heads of Households associated with the

advertisements and consequent purchase of Detergents I I

-

SI. No. Problems

~~~. -

-- 17.04 Excessive use of chemical I synthetic

materials 14.33 -~-.

Excessive consumptior1 of Detergents

Weighted

Scores

3 1 than the recommended quantity in the 1 751 / 13.3 1 3 ! advertisement

~

.~

~

- 9.53

-- 530 9.39

~ ~~ 433 9

% to

Total

I-- - __ - - Aggregate

Rank

Weighted Swres I J


Ranking of the problems encountered by the male respondents in

the order of their intensity shows that 'Itching of skin' (17.04 per. cent) is the main

problem faced by them, followed by 'Excessive use of chemical I synthetic

materials' (14.33 per cent), 'Excessive consumption of Detergents' than the

recommended quantity in the advertisement (13.30 per cent), 'Parching of skin'

(11.90 per cent), 'Fading the colour of clothes' (9.53 per cent), 'Burning

Sensations' (9.78 per cent), 'Damage to clothes' (9.39 per cent). 'Excessive use

of water' (7.67 per cent) and 'Non removal of dirt from clothes' (7.06 per cent)

(Table No.4.20).

Figure - IV PROBLEMS OF MALE HEADS OF HOUSEHOLDS ASSOCIATED WITH THE

ADVERTISEMENTS AND CONSEQUENT PURCHASE OF DETERGENTS

I ~ ~ ~-~ ~ ~ - ~ ~- ~ ~ - - - - ~

Oltching of skin (17.04 %) OExcessive use of chemical 1 synthetic materials (14.33 %)

OExcessive consumption of Detergents (13.3 %) Uparching of skin (1 1.9 %)

OBurning Sensations (9.78 %) OFading the colour of cloths (9.53 %) 1

ODamage to clothes (9.39 %) OExcessive use of water (7.67 %)

ONon removal of dirt from clothes (7.06 %) L ~~~~~ ~~ ~- ~~ - . ~

Classification of'the Male Heads of Households on the basis of their

opinion about the effectiveness of TV advertisements in the case of Detergents

given in Table No. 4.21

Table No.4.21

Classification of the Male Heads of Households on the basis of their opinion

Majority (49 per cent) of the male respondents have opined that the

that the TV advertisement ~ is more effective in the case of Detergents.

advertisements in TV showing description regarding the side effects and

Reasons for effectiveness

Those showing description regarding

the ingredients, both natural and tc, Those showing ~~ description regarding

the side effects and precautionary

measures to be taken --

Those showing pricels of product/~

along with the advertisement -- - - - -

Those showing the method of use of

4 products, including the quantity to be

-.

Total L-- - --

precautionary measures to be taken by the consumers will be highly effective in

attracting consumers (Table No.4.21). The advertisements, of Detergents


Low

11

26

1

7

4 5 -

showing description regarding both natural and synthetic the ingredients used is

found to be effective to 28 per cent of the respondents. 13 per cent of the

Middle High Total

10

27

5

3

45

Total % to

28

49

10 --

13

100 .

17 1 3 8 ;

13

8

7

66

14

17

45 1135

respondents are of the contention that advertisements that show the method of

use of products, including the quantity to be used is more effective in attracting

the consumers, while those showing the pricejs of product/s along with the

advertisements are more attractive to 10 per cent of the respondents.

Classification of ttie Male Heads of Households on the basis of the

values of advertisements, which have attracted them in the case of Detergents, is

shown in Table No. 4.22

Table No.4.22

Classification of the Male Heads of Households on the basis of the values

-

Attention value -- -- Suggestive value

--

Educative value

-

~ -- .. - 3 2 - --

Memorizing value ---

2 ~ . .-

5

Instinctive value .. 2 1 --

Total - 45 ~. .-


Table No. 4.22 portrays that 54 per cent of the male heads of


'Attention value' of advertisements in the case of Detergents. 19 per cent of them

have been impressed very much by the 'Educative value' of advertisements.

Those who have been attracted by the 'Conviction value' and 'Memorizing value'

of advertisements represent 9 per cent and 7 per cent respectively. Respondents

who have been impressed by the 'Suggestive value'. 'Sentimental value' and the

'Instinctive value' constitute 5 per cent. 4 per cent and 2 per cent respectively.

E. Analysis of the Influence of Advertising on the Male Consumers of

Toothpastes


media that influence them in the purchase of Toothpastes is exhibited in

Table No. 5.1

Table No.5.1

Classification of the Male Heads of Households on the basis of the media

Total

Hoardings

4 T.V 38 38 - . - .-

34 110 82

5 Radio ~~ -- -~

2 --

4

I Total 45 , 45 45 135 100 -.-


Table No. 5.1 reveals that majority (82 per cent) of the male

households surveyed are influenced by the advertisements in 'TV to buy a

particular brand of Toothpaste. The advertisements in 'Newspapers' and

'Magazines I journals' influence 7 per cent and 5 per cent of the male

respondents, while those who are influenced by the advertisements in 'Radios'

and advertisements through 'Hoardings' constitute 4 per cent and 2 per cent

respectively


motivational factors that affects them in purchasing a specific brand of

Toothpaste is shown in Table No.5.2

Table No.5.2

Classification of the Male Heads of Households on the basis of the Motivational

Understanding the proven quality

Seeing the attractiveness of the

5

1 Total / 45 / 45 / 45 / 135 1 100 1 Source: Field Survey

Tabie No. 5.2 indicates that 68 per cent of the heads of households

surveyed are observed to have the habit of purchasing a specific brand of

Toothpaste on the basis of 'Understanding the proven quality of the Toothpaste'.

10 per cent each of the male respondents are attracted by the 'Incentives offered

by dealers' and 'Low price' of the Toothpaste. Male respondents who are

attracted by the 'Advertisemenls of Toothpastes' represent 5 per cent of the total,

while those who are influenced by 'Attractive smell' of the Toothpaste and on

seeing the 'Attractiveness of the wrapper' of the Toothpastes represent 4 per

cent and 3 per cent respectively.


persons who influence them in purchasing a particular brand of Toothpaste is


Table No.5.3

Classification of the Male Heads of Households on the basis of the persons

who influence them

Table No. 5.3; indicates that in majority (46 per cent) of the cases,

opinion of 'Wife' highly influences the decision of the male respondents to

purchase a specific brand of Toothpaste. In 38 per cent of the cases 'Children'

happen to be the influential persons in purchasing a specific brand of

Toothpaste. 'Dentists' happen l o be the influential person in buying a particular

brand of Toothpaste in the case of 8 per cent of the respondents, while the

respondents influenced by the 'Dealers' represent 3 per cent of the total. 'Father I

mother' and 'Friends' influenu? 2 per cent each of the respondents in taking a

decision with regard to the purchase of Toothpastes. 'Co - workers' are found to

have an insignificant influence ( 1 per cent) in the case of purchase of a particular

brand of Toothpaste as far as. th~e male respondents are concerned


observation of advertisement about Toothpastes is exhibited in Tabk No. 5.4

Table No.5.4


Observation of advertisement - about Toothpastes

Households who observe the

advertisements of Toothpastes

Households who do not observe --

the advertisements of Toothpastes

Total 45 45 45 135 ~ - - .~ ~ -.-- .- 100


From Tabk No. 5.4, it is observed that 98 per cent of the male

respondents are the regular observers of advertisements of Toothpastes, while 2

per cent of them are not the obsewers of such advertisements.


and who do not compare the quality of Toothpastes with the quality as

highlighted in advertisement about Toothpastes are shown in Table No. 5.5

Table No.5.5

Details of the Male Heads of Households who compare the quality and

who do not compare the quality of Toothpastes with the quality as highlighted in

advertisement about Too%astes ~ .- ,

Category % to 1 Low 1 Middle 1 High / Total I I

-- m a d s ~ households who compare

i advertrsernents i I :--_ ~ ~ ---

/--I Heads of households who do

the quality of Toothpastes with the 1 43

quality as highlighted rn the j

advertisements CL i~ ~~ Total ~~

- . - - .A-


1 compare the quality of Toothpastes i

j 2 with the quality as hiyhllghted in the ;

From Table No. 5.5. it is clear that 93 per cent of the male

45

respondents compare the quality of Toothpastes with the quality as highlighted in

--

38

7

126 93

9 7

the advertisements. But 7 per cent of them do not compare the quality of these

products with the quality as highlighted in the advertisements.

Ranking of the opinions of the Male Heads of households regarding

the quality of 'Toothpaste!; in comparison with the quality as claimed in

advertisements are exhibited in Table No. 5.6

Table No.5.6


their opinion regarding the qualityof Toothpaste after making comparison

Scores Weighted Scores % to Total Rank

30 7 3 1 64 37 2

51 222 51 1 14 18 4 4

~ ~ ~

5 5 1 5 -- ~ .--- ~~ ~ ~~~

Aggregate

Weighted Scores 148 137 439 100

i

with the quality as highlighted - in advertisement.

I I


Weighted


F r - T - 7

have rated the quality of Toothpastes as 'Satisfactory' when compared to the

quality as highlighted in the advertisements. Those who have rated the quality as

'Good' constitute 37 per cent, while those who have rated the same as 'Very

good' and 'Poor' constitute i' per cent and 4 per cent respectively. Those who

have rated the quality of Toothpastes as 'Very poor' represent only 1 per cent of

the total.


places of purchase of Toothpastes is depicted in Table No. 5.7

Table No.5.7

Classification of the Male Heads of Households on the basis of their Places

of Purchase of Toothpastes r----- - - -7

I Place of Purchase of Toothpaste I Low I Middle ( High ( Total / % to Total 1 / N o 1

- - -- -. -- --

Total -. .- .- 100 Source: F~eld Survey

42 per cent of the male respondents purchase Toothpaste from

'Provisional stores', while 38 per cent of them have preferred to buy the same

from 'Margin free markets'. Those who have preferred to purchase the same

from the 'Maveli stores' and 'Stationery stores' constitute 6 per cent each of the

total. Those who have opted to purchase the same from 'Super markets'

represent only 5 per cent of t k i total. Only 3 per cent of the respondents use to

buy Toothpastes from the 'Medical shop' (Table No. 5.7)


factors affecting them to select a particular place for the purchase of Toothpastes

is shown in Table No. 5.8.

Table No.5.8

Classification of the Male Heads of Households on the basis of the factors


affecting them to select a partic

have been influenced by 'Convenience' as the most dominating factor in case of

I SI. No.

1

2 3

5 6

the place of purchase of Toothpastes. 'Low Price' is the second influencing factor

Factors influencing the

select a particular place for the

purchase of Toothpaste

-- - Low price . Best quality ~

Convenience 4-ntact with retailers

Availability of selection - Credit facilities ...

(21 per cent) in the case of place of purchase of Toothpastes. 13 per cent of the


male respondents have been attracted by the 'Best quality' of the same.

'Availability of selection' is another influencing factor (10 per cent) in the case of

the place of purchase of Toothpastes

Classification of the Male Heads of Households based on the

regularity of purchase of Toothpastes from a particular shop is presented in

Table No. 5.9.

Table No.5.9

Classification of the Male Heads of Households based on the regularity

of urchase of Toothpastes $ - - - Status - of Regularity

p- - --

who are m)6m37i purchasers from a particular shop

are not the regular

purchasers from a particular shop --

Total 4 5 1 45 1 45 / 135 1 100 ] 1 1- . -.


Majority (84 per cent) of the male respondents surveyed are

regularly purchasing Toothpastes from a particular shop, while 16 per cent of

them are not regularly purchasing the same from a particular shop (Table

No.5.9).


Households based on the frequency of purchase of Toothpastes are exhibited in

Table No. 5.10

Table No.5.10

Classification of the Male Heads of Households based on the frequency

From Table No. 5.10, it is clear that 52 per cent of the male

of purchase of Toothpastes - ~~ ~~~~~

~ ~~ -

respondents purchase Toothpastes on a 'Monthly' basis, while 41 per cent of

I T L e q u e n c y No. of Purchase L; ll M i r y - [ ;;ill . . . -

Fortnightly 4

Monthly ~.. 70

Bimonthly -- - 2 -

4 Quarterly 2 -- 4 Occasional --- 31 12 12 55

Total .. . --

45 45 45 1 35

them purchase the same on en 'Occasional' basis. 3 per cent each of them use

% to GLip--~..---~-

Total

3 52 1 3

41

100

to purchase the same at 'lzortnightly' and 'Quarterly intervals'. Those who


purchase Toothpastes on a 'Bimonthly' basis constitute only 1 per cent of the

total number of respondents.


preferences to see advertisements in T.V. is shown in Table No. 5.1 1

Table No.5.11


Preferred Timings of Advertisements

. 12 26

~- - .. .- - 19

Total ~~.~

45 45 135 100 Source: Field Survey

Majority of the male heads of households (45 per cent) are of the

view that the advertisements should be shown 'Before the programme'. 36 per

cent of the respondents prefer advertisements to be shown 'During the

programme', while 19 per cent of them prefer the same to be telecasted 'After the

programme' (Table No. 5.1 1).


Households on the basis of the part of advertisement that influence them to

purchase a particular brand of Toothpaste given in Table No. 5.12

TaMe N0.5.12


the part of advertisement that influence them to purchase a Particular


Brand of Toothpaste

advertisement that persuade the male respondents to purchase a particular

r 1

No.

- 1 2 3

brand of Toothpaste is the 'Highlighting of a feeling of protection of teeth', which

constitute 50 per cent of the total. The results of the Field Survey also indicate

4 Cartoons ~~ ~ ~~ ~ -~ ~ ~. ~~

-- 2 - ~ 2 1

5 Comedies .- - 1 6 Realistic life styles 1 I 1 - -

Highlighting of the ' natural ingredients 3 4 12 9 ------

8 Highlighting of hygiene con~ciousness 9 12 16 37 27

Highlighting of beautiful - 2 2 1

protection of teeth 20 68 50 -

Reminding of spurious family and friendly

5 -- relations due to bad 9 7

breath p~

Total 45 45 135 100 -- Source: Field Survey

..~ ~ -~

The part of advertisement that

influence Households to purchase a particular brand of Toothpaste

~~~~~

-

% to Total

-

_

1 1 1

Low

~

High

-- -- --

Middle

1 -- -

Action of models --

Songs

_-

Total

1 1 1

-- 1 .- ~

Sceneries 1 ~

that the 'Highlighting of hygiene consciousness' that is shown in the

advertisement has influenced 217 per cent of the respondents. Those who have

been attracted by the exhibition of the 'Natural ingredients' and by 'Reminding of

the spurious family and friendly relations due to bad breath' represent 9 per cent

and 7 per cent respectively. Those who got influenced by the other factors like

'Action of models'. 'Songs', 'Sceneries', 'Cartoons', 'Comedies', 'Realistic life

styles' and the 'Highlighting of beautiful teeth and smile' constitute only a

miniscule share (1 per cent each) of the total


regarding the existing style of advertisements of Toothpastes are exhibited in

Table No. 5.13

Table No.5.13


the existing style .- of advertisements of Toothpastes I I r I I I I

1 Opinion about the

-- Low Middle High

~ -------

3 Satisfactory Poor - Very poor

Aggregate

Weighted Scores 159 153 146 458 100

L Source: Field Survey


existing style of advertisements of Toothpastes as 'Good', while those who have

rated the style of advertisements as 'Satisfactory' represent 43 per cent of the

total. The respondents who liave rated the existing style of advertisements as

'Poor' come to 2 per cent, while those who have rated the same as 'Excellent'

and 'Very poor' represent only a small share (1 per cent each) of the total (Table

No. 5.13).


types of advertisements, which are mostly preferred by them to be exhibited in

case of Toothpastes. is shown in Table No. 5.14

Table No.5.14


the types of advertisements, which are mostly preferred by them to be

exhibited in case of Toothpastes

in case of Toothpastes


Table No. 5.14 :shows that 66 per cent of the male respondents are

of the view that the advertisements of Toothpastes disclosing the 'Product

ingredients' are the most effec:tive ones. The advertisements showing 'Model

girls1 beauties' are found to be preferred by 10 per cent of the total.

Advertisements containing 'Modern songs', 'Sport stars'. 'Film stars' and

'Medicinal plants' constitute 4 per cent each of the respondents. Respondents

preferring advertisements 'Highlighting other aspects' represent only a small

percentage of the total.

Ranking of advertisements by the Male Heads of Households about

the honesty of advertisements in case of Toothpastes is depicted in

Table No. 5.15

Table No.5.15

Ranking of advertisements by the Male Heads of Households about the honesty

of advertisements in -~ case of Toottpastes v-

I Households opinion about the honesty of Weighted Scores

Advertisement of Toothpastes

-- .- I ~ o w Middle 1 K C -- -- 7%

20 ~ -- ~~ . -. .-

93 93 93 --

14 1 2

Aggregate 11148 146 129

.-



honesty of advertisements as "Average' in the case of Toothpastes. Those who

have remarked the honesty of advertisements as 'High' constitute 28 per cent,

while those who have assessed the same as 'Low' and 'Very high' represent 3

per cent and 2 per cent respectively. Those who have remarked the honesty of

advertisements in case of Toothpastes as 'Very Low', represent only '1 per cent'

of the total Vable No.5.15).


regularity in purchasing of the same brand of Toothpaste is given in

Table No. 5.16

Table No.5.16

Classification of the Male Heads of Households on the basis of their regularity in

Regular~ty of Purt:hase -- - - -- - -

Households who are regular

urchasers of the same brand of 1 33 1 35 1 29 1 97 1 72 1 Toothpaste

---- - Households who are not the regular

/ 2 1 purchasers of the same brand of 1 12 1 10 1 16 1 38 1 28 1 1 -~koothpaste - ~~ -- ~ - .

Total L A ' Source: Field Survey

Majority (72 per cent) of the male heads of households surveyed

are the regular buyers of the !same brand of Toothpaste, while 28 per cent of

them are not the regular buyers of the same brand of Toothpaste

(Table No. 5.16).


reasons for purchase of the same brand of Toothpaste is presented in

Table No. 5.17.

Table No.5.17

Classification of the Male Heads of Households on the basis of the reasons

The reason for the purchase

by Me Households Total

4 19 20 18 13 51 53

Calcium protection 1 3 4 t 4

-- 2 3 7 7

Avoidance of foul odour for

- 33 35 29 97 Source: Field Survey

An analysis of the reasons for opting the same brand of Toothpaste

by 53 per cent of the male respondents indicate that 'Dentat health

consciousness' is the main reason behind the purchase of a particular brand of

Toothpaste by them. Those who have opined that 'Seeking of fresh breath' as

the reason behind the purchase of the same brand of Toothpaste constitute 20

per cent of the total. In 8 per cent of the cases, the respondents purchase a

particular brand mainly by considering the fact that a 'Therapeutic Value' when

compared to other brands of Toothpastes. 7 per cent of the cases the 'Small

quantity is needed' of Toothpastes are mainly considered by the respondents

before the purchase of a particular brand of Toothpaste. 'Calcium protection' and

the 'Non allergic nature' happer~s to be the important considerations behind the

purchase of a specific brand of Toothpaste by 4 per cent each of the

respondents. In 3 per cent of the cases 'Avoidance of foul odour for longer

periods' happen to be the main reason behind the purchase of a particular brand

of Toothpaste (Table No. 5.17).

Preference - wise classification of the Male Heads of Households

in respect of Toothpastes is shown in Table NO. 5.18

Table No.5.18

preference - wise classificatior~ of the Male Heads of Households in respect of

.- -

Vegetarian ~

Ayurvedic - ~ I General purpose .-

Special purpose -- - 5 Gel type -

~- -- ~~ - -. -

Total 45 45 45 135 100 I


Majority (68 per cent) of the male respondents buy 'Vegetarian'

Toothpastes, while those who purchase 'Ayurvedic' Toothpastes constitute 16

per cent of the total. Those who prefer to buy 'General purpose' and 'Special

purpose' Toothpastes comprise of 7 per cent each of the total number of

respondents The respondents who prefer to buy 'Gel type' Toothpastes

constitute only a small share (2 per cent) of the total (Table No. 5.18)


Households who use to buy various categories of Toothpastes are exhibited in

Table No. 5.19

Table No.5.19

Classification of the Male Heads of Households who use to buy Various

-- - Travel pack

~

-

-- . -- - 2 4

~ .. - 15

. ~ - 12 29 2 1

-- ~~

12 39 29 Total

~ - 45 135 100


In majority of the cases (35 per cent), the male heads of

households purchase 'I00 gm' packs of Toothpastes, while those who buy

'Family packs' and '150 gm' packs represent 29 per cent and 21 per cent

respectively. In the case of ;7 per cent of the respondents, they prefer to buy

'Travel packs', while those who prefer to purchase '25 gm' and '75 gm' packs of

Toothpastes represent 3 per cent each of the total. '50 gm' packs of Toothpastes

are preferred by only 2 per cent of the total number. of respondents

(Table No. 5.19).

Among the various categories of Toothpastes '100 gm' packs are

mostly preferred by the Low 1nt:ome Groups and High Income Groups, whereas

in the case of Middle Income Groups 'Family packs' happen to be the most

preferable category when compared to other categories of Toothpastes.


Households on the basis of advertisements of various brands of Toothpastes,

which impress them, much is presented in Table No. 5.20

Table No.5.20

Details regarding the classificaYion of the Male Heads of Households on the basis

of advertisements of various bran SI. No. Brands of Toothpastes.

3 Meswack - - - 4 Anchor - -- 5 Neem 6 Dabur

8 Pepsodent .~~~~ ~

9 Forhans

. -


From T a m No. 5.20, it is evident that the advertisements of

'Colgate' in the media is the rnost appealing one as opined by majority (47 per

cent) of the respondents as far as the advertisements of various brands of

Toothpastes are concerned. The advertisements of 'Close Up' attract 28 per cent

of the male households surveyed. The advertisements of 'Anchor'. 'Dabur' and

'Pepsodent' draw the attention of 6 per cent each of the total number of male

respondents. Those who have been attracted by the advertisements of

'Meswack'. 'Neem', 'Babool'. 'Forhans', 'Promise' and 'Vicco' represent only a

negl~gible share of the total.

Rank~ng of the Problems associated with the advertisements and

consequent purchase of Toothpastes by the Male Heads of Households is

presented in Table No. 5.21 anti a diagrammatic representation of the same is

given in Figure - V

Table No. 5.21

Ranking of the Problems assoc:iated with the advertisements and consequent

urchase of Tooth astes by the-Male Heads of Households

Sensitivity .-- ~ ~

29.26

Stomatitis

- - --

Aphth~ous Ulcer - -- 77 16.21

Aggregate Weighted Swres -


Ranking of the problems associated with the advertisements and

consequent purchase of Toothpastes by the male respondents in the order of

their intensity reveals that 'Sensitivity' assumes the first rank (29.26 per cent).

'Stomatitis' assumes the second rank (22.95 per cent) and 'Decaying of teeth'

assumes the third rank (18.53 per cent). 'Canis Tooth' and 'Aphthious Ulcer'

assume the fourth (13.05 per cent) and fifth (15.37 per cent) ranks respectively

(Table No. 5.21).

Classifcation of the Male Heads of Households on the basis of their

colour preferences towards the selection of Toothpastes is presented in

Table No. 5.22.

Table No. 5.22

Classification of the Male Heads of Households on the basis of their colour

Majority (71 per cent) of the male respondents get attracted by

'Whrte' coloured Toothpastes uable No. 5.22). Those who prefer to buy 'Red'

references towards the selection - of Toothpastes ruE of Toothpastes Lr H;

coloured Toothpastes and 'Green' coloured Toothpastes represent 21 per cent

and 4 per cent respectively. Majority of the Middle, Low and High Income Groups

are fascinated by the 'Whitish' colour of Toothpastes. The respondents coming

under the Low Income Groups mostly prefer 'Reddish' coloured Toothpastes.


opinion about the type of TV ad\fertisements in the case of Toothpastes is shown

in Table No. 5.23

~

Pink ~~~ ~-

Yellow ~ -

4 White - - -

5 Green .. .. . - 6 Others -


-- -.

31 --

45-

36

- 45

29 4 -- 45

- 96 71 5 4

135 100

Table No.5.23


their o inion ~~.~ about - the type ~~ of TV advertisements in tt -~ -~

~ ' T R e a s o n s for ~ f fec t i venessT~ow / Middle No.

I regarding the ingredients, 1 1 ' / both natural andsynthetic, / 28 28

1 used r I ~ ~ 1 Those showing description t t

/ regarding the side effects / 1 1 and pre~utionary 15

/ measures to be taken 1 I

I regarding the Date of

/ manufactures and Date 0 1

( i h o s e showing pr iwb of tt- 4 / product/s along with the 1 - 1 1

Total - _ ~- -.-~L_ 45 _~.___- 45 Source: Field Survey

case c --

High

Majority (63 per cant) of the male respondents have opined that the

_Toothpastes

advertisements in TV showing description regarding the ingredients, both natural

Total

85

and synthetic, used will be highly effective in attracting consumers (Table

---- %to Total

63

No.5.23). The advertisements of Toothpastes showing description regarding the

side effects and precautionary measures to be taken is found to be effective to

41

- - -

5

-

4

30 per cent of the respondents. 4 per cent of the respondents are of the

30

- - -

4

3 t

-.

135 \ 100 -

contention that advertisements that show the details regarding the Date of

manufactures and Date of expiry is more effective in attracting the consumers,

while those showing the pricets of producVs along with the advettisements are

more attractive to 3 per cent of the respondents


values of advertisements, which have attracted them in the case of Toothpastes,

is shown in Table No. 5.24

Table No.5.24

Classification of the Male Heads of Households on the basis of the values of

.-

-~

Sentimental value -- 3

--


Table No.5.24 :shlows that 45 per cent of the heads of households

surveyed have optned that they are attracted very much by the 'Attention value'

of advertisement of Toothpastes, while 40 per cent of them are impressed by the

'Educative value' of advertisement. 7 per cent of them have been impressed very

much by the 'Suggestive value' of advertisements. Those who have been

attracted by the 'Convtction value' and 'Memorizing value' of advertisements

represent 3 per cent each of the total. Respondents who have been impressed

by the 'Sentimental value' ancl the 'Instinctive value' constitute only 1 per cent

each of the total number of male respondents surveyed.

SECTiQN - II

A. Socioeconomic Status of the Female Consumers

This section tries to analyze the general infom~ation of the female

respondents such as Marital status, Age, Educational qualifications, Income -

wise classification. Occupatiort - wise details, etc

Details regarding the marital status of the women heads of

households surveyed are shown in Table No. 6.1.

Table. No. 6.1

Details regarding the Marital Status of the Women Heads of Households in

Table No.6.1 indicates that 95 per cent of the Women Heads of

Households sucveyed are 'Married', while 'Unmarried' represent only 1 per cent

of the total number of Wornen respondents. Those who are 'Widow and

Ernakularn District

Divorced' constitute 2 per cent and 1 per cent respectively. In the case of 1 per

cent Women Heads of Households also, they are 'Separated'.

An Age - wise classification of the Women Heads of Households in

the District of Ernakulam who is exhibited in Table No. 6.2 .

SI. Marital Status Low Middle No. High

1 Married -~ .~ 44 40 44 2 Unmarried 1 - - 3 Widow 1 2 - - 4 Divorced 2 --

. 5 1 Separated -- 1 Total 45 45 45

Source: Field survey.

-.

% to Total

128 1 95 1 1 3 2 1

I5

2 f 1

100 ,

Table No.6.2

~~~~~~ ~ - - ~ ~ p ~

36-45 .. -- - - ~-

- . 26

Total 45 45 135 100 Source: Field Survey.

An Age-wise classification of the Women Heads of Households

reveals that majority (38 per cent) of them are come under the age group of '25 -

35 years'. Those who come ur~der the age group of '36 - 45 years' represent 36

per cent, while those who tarne under the age group of '46-55 years' and '56

years and above' come to 19 per cent and 7 per cent respectively (Table No.

6.2).

Details regarding the educational qualification of the Women Heads

of Households are exhibited in Table No. 6.3.

Table No. 6.3

Details regarding the educational qualification of the Women Heads of

Households

Educational Qualifi

,--

Classification or;~ the basis of Educational Qualification of the

Women Heads of Households depict that majority (28 per cent) of them surveyed

have 'Below S.S.L.C.' as their educational qualification. The Women Heads of

Households who have passed their 'Degree' represent I 8 per cent, while 17 per

cent of them have 'S.S.L.C.' as their educational qualification. Those who have

'Post Graduation and above' and 'Pre - degree' as their educational

qualifications represent 16 per cent and 14 per cent respectively. Heads of

households having 'Diploma', 'Certificate Course' and 'Degree in Engineefi'ng /

Medicine' as their educational qualification come to 4 per cent. 2 per cent and 1

per cent respectively (Table No.6.3)

Classification of the Women Heads Households on the basis of

their occupation is depicted in Table No. 6.4.

Table No. 6.4

Classification of the Worner~ Heads of Households on the

Ouupatnns -7a Middle / High

Labourers 1 4 . - - - - -. -

The Table No. 8.4 indicates that majority (52 per cent) of the

Women Heads of Households surveyed are 'Unemployed', while 15 per cent of

them are 'Self-employed'. 7 per cent of the Women Heads of the Households

surveyed are employees of 'Aided Colleges'. Those who are the employees of

'State Government' and the 'Labourers of Non Agricultural Sector' constitute 5

per cent each of the total nurnber of Women Heads of Households covered

under the study.

Details regarding the Nature of occupation of the Women Heads of

Households surveyed are exhibited in Table No.6.5

Table No. 6.5

Occupat~on

Permanent -- 7-f- ___c_

Temporary 44 34 25 103

Total --- 45 45 45 1 35 loo Source Field Survey

Table No.6.5 shows that majority (76 per cent) of the women

heads of households surveyed have 'Temporary jobs', while those who having

'Permanent jobs' represent 24 )per cent of the total.

Classificahon of treads of the Women Heads of Households on the

basis of their monthly income is; presented in Table No. 6.6

Table No. 6.6

Classification of the Women Heads of Households on the basis of their

Monthly Income

1 Less than 1,000 2 1,000-2,000 3 2,001 - 2,500 4 2,501 - 3000 - 5 3.001 - 5,000 6 5,001 -10,000 - -. .- 7 10,001 - 25.000 -- 8 15,001 - 20.000 9 20,001 & Ab L


Table No.6.6, reveals that 30 per cent of the women respondents

are having a monthly income of 'Rs. 2,001 - 2,500', followed by those who come

under the group of 'Rs. 3,002 - 5,000' (19 per cent). 16 per cent of the

respondents are having a monthly income of 'Rs.15, 001 - 20,OM)', while 15 per

cent of them having an average monthly income of 'Rs. 5,001 - 10,000'. In the

case of 10 per cent of the women heads of households, they are having a

monthly income of 'Rs.10, 001 - 15. 000', while those who have a monthly

income of 'Rs.20, 001 and above' represent 7 per cent of the total number of

women heads of Households covered under the study. Those who are having a

monthly income of 'Rs.1. 000 - 2, 000' and 'less than Rs.1, 000' constitute only a

miniscule share of the total.

B. Analysis of the Opinions of Female Respondents regarding

Commercial Advertisements.

Details of the \Nomen Heads of Households who o b ~ e ~ e the

commercial advertisements of products and who do not observe the commercial

advertisements of products are shown in Table No.7.1.

Table No. 7.1

Classification of Households on the basis of Observation of Commerchl

Advertisements -

Category

who observe the

commercial advertisements of

products

Respondents who do nol: observe

2 the commercial advertisements of products I_ - . __

Total ---- ~ .-


Low Middle High rr_iI

From Table No. 7.1, it is apparent that 99 per cent of the women

&ads of Households surveyed observe the commercial advertisements of

products. Those who do nol: observe the commercial advertisement constitute

only 1 per cent of the total.

Classifmtion of the Women Heads of Households on the basis of

the Media in which they observe advertisements quiet regularly are given in

Table No. 7.2

Table No. 7.2

Classification of the Women Heads of Households on the basis of the Media

in which

Media Middle Total

-- Newspaper 1 Per~od~cals

1 5 1 All Media

Total L Source: Field Survey.

From Table No.7.2, it is quiet discernible that 'T.V' is the most

effectual media of advertisernent. Majority (90 per cent) of the women heads of

Households watch the advertisement in N. 5 per cent of the women

respondents obsewe commercial advertisements in all media and 3 per cent of

them observe the same in 'Newspaper I Periodicals'. Women heads of the

households who observe the advertisements in 'Hoardings' and 'Signboards'

constitute only a miniscule share (1 per cent each) of the total women heads of

Households covered under the study.

Classification on the basis of location of advertisements in

newspaperlperiodicals that draws attention of the Women respondents

considerably is specified in Table No.7.3.

Table No. 7 3

Classification on the basis of location of advertisements in Newspapers I

Periodicals that draws attention

Location

. - - 14 49 36

-. .- 74 55 45 45 45 135 100


Majority (55 per cent) of the women heads of the households have

informed that the advertisernents in the 'Back page' of newspaperlperiodicals

have more attention value 'when compared to that in the 'Front' and 'Middle

pages'. 36 per cent of the respondents are attracted by the advertisements in the

'Middle pages' of newspaper/periodicals and 9 per cent of the total by the

advertisements on the 'Front page' of the newspaper/periodicals (Table No. 7.3).

Classification at the Women Heads of the Households on the basis

of time slot of advertisement in T.V that draws attention of the respondents

significantly are given in Table No.7.4.

Table No. 7.4

Classification of the Women Heads of the Households on the basis of time slot

From Table No.7.4, it is observed that 34 per cent of the women

heads of households s~n/eyed are attracted by the advertisement in 'Early fringe

and Prime time' in TV. 18 per cent of the women respondents are attracted by

the advertisement in the 'Pr~me time'. Women heads of the households who are

attracted by the advertisements in 'Early fringe' constitute 13 per cent of the total,

while 10 of them are attracted by the advertisements in 'Day time'.

Classification of the Women Heads of Households on the basis of

fhe factors that influence them to observe an advertisement is presented in

Table No.7.5

217

Table No. 7.5

Classif i~fion of the Women Heads of Households on the basis of the faaors that

From Table No.7.5, it is clear that majority (55 per cent) of the

heads of households surveyed are influenced by the 'Way of presentation' of

advertisements. Respondents influenced by the 'Sense of Humour' and the

'Contexts 1 Locations' of advertisements constitute 13 per cent and 11 per cent

respectively. 'Actors/Actresses' influence only 6 per cent of women respondents.

Details of the Women Heads of Households who are influenced

and not influenced by the models in the Advertisement are exhibited in

Table No.7.6.

Table No. 7.6

Details of the Women Heads of Households who are influenced and

not in f luencde the models in -. the Advertisement

Status of Influence

I Heads of households who

/ 7 ! influencd by the models

Advertisement

Heads of households who are not

influenced by the models in the

/ I

5 1 7 / 2 3 17 Advertisement

- - .

Total ~~


Major~ty (83 per cent) of the women heads of households surveyed

are fascinated by models in the advertisement, while 17 per cent of them are not

attracted by models in the advertisement (Table No. 7.6). Further analysis

reveals that women respondents coming under the 'Low Income Group' are

observed to be more influenced by the models in the Advertisement than the

other two categories.

Classificabon of the Women Heads of Households who are

hfluenced by the models in the advertisement on the basis of the type of models

in the Advertisement is depicted in Table No.7.7.

Table No. 7.7

Classification of the Women Heads of Households who are influenced by

the models in the advertisement on the basis of the type of models in the

The Table No.7.'7 shows that majority (66 per cent) of .the female

Advertisement .-

heads of households s ~ ~ e y e d are attracted by 'Baby models' in the

Type of Models I o w

---

-- Total

advertisement. 28 per cent of the women respondents are fascinated by 'Film

stars/ N artists'. Respondents who are influenced by 'Sports stars' in the

Source: Field Su~vey.

Middle

29 9 1 1 -- 40

advertisement come to 4 per cent of the total, while the respondents who are

-

influenced by 'Religious leaders' and 'Others' represent only a miniscule share

(1 per cent) of the total number of women respondents surveyed

Details of the Women Heads of Households or1 the basis of their

opinion about the influence of religion on the advertisement of products are

exhibited in Table No.7.8.

Table No. 7.8

Details of the Women Heads of Households on the basis of their opinion

about the influence of rekion on the advertisement of roducts

~

Heads of households who have

opined that there is the influence of

religion on advertisement of product.


opined that there is no influence of 40 41 39 120 89 religion on advertisement of product.

t Total ~


From Table No.7.8, it clear that 89 per cent of the women heads of

households surveyed are of the view that there is no influence of religion on

advertisement of products, while those who have opined that there is the

influence of religion on advertisement of products amounts to 11 per cent of the

total


type of products, which have religious influence on consumers are presented in

Table No.7.9

Table No. 7.9

Classification of the Women Heads of Households on the basis of type of

Produds used for -- religious/ceremonial occasions

-- Total - 4 15 100 Source: Field Survey.

The women respondents who have opined that there is the

kfluence of religion on advertisement of products are of the view that the

influence of religion is more on the advertisements of 'Health and hygiene

products' (Table No.7.9).

Classification of the women heads of households on the basis of

their opinion regarding the understandability of the advertisement to common

people is exhibited in Table No. 7.10

Table No. 7.10


Extent of Understandability -


~- ~



not understandable to the common

people ~ ~ - .

Total Source: Field Sutvey.

It is understandable from the Table No.7.10 that 90 per cent of the

women heads of households surveyed are of the belief that the advertisements

are understandable to the common people. The women respondents who are of

the opinion that the advertisements are not understandable to the common

people come to 10 per cent of the total.

Details of the Ranking of the opinions of the Women Heads of

Households regarding the modern advertisements appearing in 1V are shown in


Table No. 7.1 1

Ranking of the opinion of the Women Heads of Households regarding

the modem - advertisements-aringin ~ N Opinions of the Female Heads of Households

- p - j - w T & e b E j T ) Scores Rank

Creates awareness of the product 1 1 1,224 1 15.27 1 Exaggeration of facts and quality of

1 products 1,056 13.18

to changes in the outlook unnecessary&nptation to buy

1 new products - 8 - w I

5 i Deviates attention of children Creates a sort of confusion to select the

apt product 7- Leads to a sort of annoyance

Results in wastage of time - 555

547 ~ggregated

Weighted Scores 8,016 100.00 ~ --


Majority of the female heads of households have ranked the

modern advertisements appearing in the TV as the first stating that they 'Create

awareness of the product' (15.27 per cent). Those who have opined that the

advertisements make an 'Exaggeration of facts and quality of products' assume

the second rank (13.18 per cent). Those who view that the advertisements lead

to 'Changes in the outlook' ranks the third (12.33 per cent). Some of the

consumers observed that the advertisements 'Create unnecessary temptation to

buy new products' by rating the same as the fourth (10.83 per cent). Another

group of consumers observe that advertisements 'Deviate the attention of

children' by rank~ng the same as the fifth (9.69 per cent). Yet another group of

consumers view that advertisements, which 'Create a sort of confusion to select

the apt producl' by rating the same as the sixth (8.97 per cent). Advertisements

'Lead to a sort of annoyance' (8.27 per cent), 'Create a sort of monotony' (7.72

per cent), 'Result in wastage of time' (6.92 per cent) and these 'Exhibit un

parliamentary events' (6.82 per cent) have been observed and rated by other

groups of respondents as the seventh, eighth, ninth and tenth respectively

(Table No.7.11).

Figure - VI OPINION OF THE FEMALE HEADS OF HOUSEHOLDS REGARDING

THE MODERN TV ADVERTISEMENTS

- - - - - - - - - - - - - ~ - - . ,

(6~r;ates awareness of the product (15.27 %) 6 Exaggeration of facts and quality of products (1 3.18 %)

I h ~ e a d s to changes in the outlook (12.33 %) OCreates unnecessary temptation to buy new products (10.83 %)

I I Ei Deviates attention of children (6.69 %) Creates a sort of confusion to select the apt product (8.97 %)

, 1

i Q Leads to a sort of annoyance (8.27 %) Creates a sort of monotony (7.72 %) , ,

El Results in wastage of time (6.92 %) El Exhibition of un parliamentary events (6.82 - - -~ ~ - - - - ~~ - ~ - - _~ ~ - ~~ -~ - ~~ - ~- ~- ~ -~

Details regarding the Women Heads of Households on the basis of

their opinion that modern advertisements are tilled with sexual scenes and not

filled with sexual scenes are given in Table No.7.12

Table No. 7.12

Details regarding the Women Heads of Households on the basis of their

opinion that modern advertisements are filled with sexual scenes and

not filled with sexual scenes 7- -- - - . . - ----

7--- / Opinion of the Households / Low No. 7 ~ a ~ of - h z e h o i d s - x have 1

1 1 opined that modern advertisements / 3

are filled with sexual scenes


A_

Total .. .~ -

Source: Field Survey. 45

2

Majority (79 per cent) of the women heads of households surveyed

have informed that modern advertisements are filled with sexual scenes, while

21 per cent of the female respondents are of the opinion that modern

advertisement are not filled with sexual scenes. Majority (38 respondents) of the

respondents who have opined that modern advertisements are filled with sexual

scenes are from the Low Income Groups (Table No.7.12).

opined that modern advertisements 7

are not filled with sexual scenes


their opinion regarding the categories of advertisements. which shows sexual

scenes are shown in Table No.7.13

Table No. 7.13

Classification of the Women Heads of Households on the basis of their opinion

regarding the categories of advertisements, which shows sexual scenes r -

Categories of Advertisement .. -.

Condoms . .

-- I 4 I Undergarments ~~ ~ ~ - ~ - -

Dress Materials

. .

---- ~ .~

Total . Source: Field Survey.

Majority (30 per cent) of the female heads of households have

opined that many of the advertisement of 'Condoms' are filled with sexual

scenes. Respondents having the opinion that advertisements of 'Toilet Soaps'

are filled obscene scenes constitute 26 per cent of the total. In the view of 16 per

cent and 12 per cent of the women respondents, the advertisements of

'Undergarments' and 'Dress materials' are filled with obscene scenes (Table

Classificat'ion of the Women Heads of Households on the basis of

their feeling that some of the advertisement create a sort of nostalgia and do not

create any nostalgia are presented in Table No.7.14

Table No. 7.14

Classification of the Women Heads of Households on the basis of their feeling

that some of the advertisement create a sort of Nostalgia and do not create

some of the advertisement create a

-- Heads of households who feel t


From Table No. 7.44, it is clear that 87 per cent of the women

heads of households feel that some of the advertisements create a kind of

nostalgia, while 13 per cent of them feel that advertisements do not create any

nostalgia.

Details regarding the classification of the Women Heads of

Households on the basis of their opinion regarding the categories of

advertisements, which create some sort of nostalgia, are presented in

Table No. 7.15

Table No. 7.15

Details regarding the classification of the Women Heads of Households

on the basis of their opinion regarding the Categories of advertisements,

which create some sort of Nost- --

~

Automobiles

~~

~

Total Source: Field Survey.

Table No.7.15 portrays that advertisements of 'Jewellery' create

some sort of nostalgia in 31 per cent of the female respondents. 28 per cent of

the female respondents are of the opinion that advertisements of 'Textiles' create

some kind of nostalgia. The advertisements of Insurance and 'IJmbrella' create a

nostalgia in 11 per cent and 10 per cent of the women respondents respectively.

Those who have opined that advertisements of 'Health Drinks' create some sort

of nostalgia constitute 8 per cent, while 6 per cent each of them have opined that

the advertisements of 'Tea' and 'Automobile' create some kind of nostalgia.

Classification of the Women heads of households based on their

opinion that some of the advertisements affect the moral values in life and do not

affect the moral values are given in Table No.7.16.

Table No. 7.16

Classification of the Women heads of households based on their opinion

that some of the advertisements affect the moral values in life and do not affect

the moral values

Heads of households who believe

I 1 /that some of the advertisements / 11 / 1, 1 19 1 41 1 30 / affect the moral values in life

--

Heads of households who believe

1 2 1 that the advertisements do not affect / y s4 1 2 6 1 9 4 1 m 1 t-l

the moral values in life ~ ~

Total Source: Field Survey.

It is observed that majority (70 per cent) of the female respondents

think that advertisements do not affect the moral values in life. But 30 per cent of

them are of the view that advertisements affect the moral values in life

(Table No. 7.16).

Details of the Women Heads of Households on the basis of their

opinion regarding the categories of advertisements, which affect the moral values

in life, are exhibited in Table No.7.17

Table No. 7.17

Detaiis of the Women Heads of Households on the basis of their opinion

Majority (32 per cent) of the female respondents are of the view

that advertisements of 'Condoms' affect the moral values in Vie. Female

respondents who are of the opinion that advertisements of 'Toilet Soaps' distress

the moral values in life constitute 27 per cent of the total. 19 per cent of the

women respondents have opined that advertisements of 'Undergarments' affect

the moral values. Women heads of households who believe that advertisements

of 'Hot Drinks' affect the moral values in life represent 10 per cent of the total. 5

per cent each of the female respondents are of the contention that

advertisements of 'Dress materials' and 'Beds' affect the moral values in life.

Only a small share (2 per cent) of the respondents is of the view that

advertisements of 'Napkins' affect the rnoral values in life (Table No. 7.17).

r .- arding the categories of advertisements, which affect the moral values in life -

Categories of Advertisement ~~

Low BE 3 Undergarments 4 2 3 4 3 2

Dress Materials

~~

Hot Drinks ~- 7 Beds ~ . .

Total i ~ ~

Middle Hig


-- I 1 - 11

- -- 1 1

1 1 -

Ranking of the Preferences of the Female Heads of Households in

case of Advertisements, which are frequently seen in the media is exhibited in


Figure - VII.

Table No. 7.18

Ranking of the Preferences of the Female Heads of Households in case

of Advertisements, which are

Advertisements

.. .-

Interior Decoration Items including

Weighted Scores ~ ~~ ~~


From the analysis based on the ranking of the preferences of the

Female Heads of Households in case of Advertisements, which are frequently

seen in the media, it is discernible that the advertisement of 'Dress Materials' is

highly preferred by the female heads of households, which constitute 13.97 per

cent of the total. 'Jewelley items' assume the second rank (12.14. per cent)

among the categories of advertisements frequently seen in the media.

Advertisements of 'Insurance I Banking' companies (71.02 per cent), 'Interior

Decoration Items, including Furniture' (10.61 per cent), 'Food 1 Confectionary

Items' (9.35 per cent), assume the third, fourth and fifth ranks respectively. The

advertisements highlighting 'Social Security Schemes '(9.23 per cent),' Health or

Hygiene Products' (7.89 per cent), 'Cosmetics '(7.13 per cent), 'Automobiles'

(6.76 per cent), 'Beverages' (6.28 per cent) and 'Electronic Items' (5.62 per cent)

have been rated as sixth, seventh, eighth, ninth, tenth and eleventh ranks

respectively.

Figure VII PREFERENCES OF THE FEMALE HEADS OF HOUSEHOLDS IN

CASE OF ADVERTISEMENTS WHICH ARE FREQUENTLY SEEN IN THE MEDIA

-- ~ - - ~

Dress Materials (13.97 %) !

iO Insurance I Banking (1 1.02 %)

'B Food / Confectionary ltems (9.35 %)

EHealth or Hygiene Products(7.89 X) 1 Automobiles (6.76 %)

0 Electronic ltems (5.62 %) - ~

~ ~ -- ~~ ~ ~ ~~ ~~~ ~

FJ Jewellery ltems (12.14%)

Blnterior Decoration Items including Furniture(lO.6l%)i

q Social Security Schemes (9.23 %) I OCosmetics (7.13 %)

q Beverages (6.28 %) i


the extent of essentiality in informing the viewers of advertisements in the media

about the after effects/ side effects on the over consumption of the advertised

products given in Table No. 7.79.

Table No. 7.19

Classification of the Women Heads of Households on the basis of the extent

of essentiality in Informing the viewers of advertisements in the media about

the after effects1 side effects on the over wnsum tion of the advertised oducts

I Views of the Households 1 Lav Middle High Total - . - + ' --

Heads believe of that households n o r m who the 7 viewers about the after ,

1 effects1 side effects on the over consumption of the advertised products are , Highly ~ssential I -- -PA--

think that informing the

over consumption of the

Essential

believe that informing the viewers about the after

over consumption of the i advertised products are , Non Essential

t Source: Field Survey.

Majority (92 per cent) of the female heads of househokls are of the

view that informing the viewers about the side effects I after effeds of the over

consumption of the advertised products is highly essential, where as 7 per cent

of the households are of the opinion that informing this is essential. But those

who think that informing the viewers about the side effects1 after effects of the

over consumption of the advertised products is not essential comprise only a

negligible share (1 per cent) of the total (Table No. 7.19).

Details regarding the Women Heads of Households who have been

deceived through advertisements and who have not beer1 deceived through

advertisements are shown in Table No.7.20

Table No. 7.20

Details regarding the Women Heads of Households who have been

deceived through advertisements and who have not been deceived

through advertisements .. - Sf. I

Categories

of households who have

deceived through

--I advertisements


2 never been deceived through

advertisements .. -

Total --


The women heads of households who have never been

deceived through advertisements constitute 87 per cent of the total, while 13 per

cent of the respondents have been deceived by the advertisements.

Classification of Women Heads of Households on the basis of the

advertisements media through which they got deceived are given in

Table No.7.21

Table No. 7.21

Details of Households on the basis of the advertisements in the following

media -- throxh which ~~ the HousehoMs ~

~ ~ - -

~

Hoardings ~

Others (Information from friends) Total ~-


It is dear from the Table No. 7.21 that majority (53 per cent) of the

respondents got deceived through the advertisements in 'TV' followed by

'Newspapers I Periodicals' which comprise 29 per cent of the total. The women

heads of households who got deceived through the advertisements in 'Radio',

'Hoardings' and from the 'Information given by friends' comprise 6 per cent each.

Classification of the Female Heads of Households on the basis of

the type of the products I services in which they got deceived are depicted in

Table No. 2.22

Table No.7.22

Classihtion of the Female Heads of Households on the basis of the

Categories of product

..

A


Table No. 2.22 makes it clear that 35 per cent of the respondents

got deceived when they purchased 'Cosmetics' by seeing advertisements in the

med~a. The advertisements of 'Direc.1 marketing products' and 'TVs' deceived 24

per cent and 17 per cent of the total respondents respectively. Advertisements of

'Watches' and 'Medicines' deceived 12 per cent each of the total number of

women heads of househokis.

239

C. Analysis of the Influence of Advertising on the Female Consumers of

Toilet Soaps


media that influence them in purchasing Toilet Soaps is given in Table No.8.1

Table No. 8.1

Classification of Women Heads of Households on the basis of the media

% to

Newspapers 6 4

- 18 1 13 6 4

~

37 33 27 97 72 8 7


Majority (72 per cent) of the respondents suweyed are influenced

by the advertisements in 'Television' in purchasing a particular brand of Toilet

Soaps. The advertisements in 'Magazines I Journals' and 'Radio' tempt 13 per

cent and 7 per cent of the respondents in purchasing a specific brand of Toilet

Soaps. 4 per cent each of the respondents are influenced by the advertisements

in 'Newspapers' and 'Hoardings' (Table No.8.1).


the factors that motivate them in purchasing specific brand Toilet Soaps are

presented in Table No.8.2

Table No. 8.2

Details regarding the Women Heads of Households on the basis of the


Su~eyed purchase a specific brand of Toilet Soaps only on 'Understanding the

proven quality of the soap'. But 18 per cent of them are motivated by 'Attractive

smell of the soap' and another 16 per cent by the 'Incentives offered by the

dealers'. Those who are motivated by the 'Advertisements' constitute 9 per cent

of the total The women respondents who have attracted by the 'Low price of the

soap' and seeing the 'Attractiveness of the wrapper of the soap' represent 3 per

cent and 1 per cent respectively.


the person who influence them in purchasing a particular brand of Toilet Soaps

are displayed in Table No.8.3.

Table No. 8.3

Details regarding the Women Heads of Households on the basis of the

. - ~


Table No. 8.3 makes it clear that in majority (55 per cent) of the

cases, opinion of 'Husband' highly influences the decision of the female

respondents to purchase a specific brand of Toilet Soaps. In 39 per cent of the

cases. 'Ch~ldren' happen to be the infiuential persons in purdasing a particular

brand of Toilet Soaps. Opinions of the 'Father1 Mother' and Friends' influence

the purchasing decisions of 2 per cent each of the women respondents. The

Influence of 'Dealers' and 'Co-workers' in purchasing a particular brand of Toilet

Soaps by the respondents is quite negligible (1 per cent) when compared to that

of others.

Details of the Women Heads of Households who observe the

advertisements about Toilet Soaps arid r h o do not observe the advertisements

about Toilet Soaps are exhibited in Table No.8.4.

Table No. 8.4

Details of the Women Heads of Households who observe

the advertisemenb about Toilet Soaps and who do not observe

the advertisements about Toilet Soaps SI. No.

the advertisements about 'Toilet

Soaps -. ~~p

Heads of households who do-not

observe the advertisements about - 7-

Toilet Soaps --

Total -- .~~~ 45 45 45 135 100

source: Field Survey.

Table No.8.4 shows that 99 per cent of the women heads of the

households observe the advertisements about Toilet Soaps. But those who do

not observe the advertisements about Toilet Soaps represent only 1 per cent of

the total. Among the various strata of the women households surveyed,

respondents from the all the categories are the frequent observers of

advertisements about Toilet Soaps.

Details of the Women Heads of households who compare the

quality and who do not compare the quality of soaps with the quality as

highlighted in advertisement about Toilet Soaps are presented in Table No.8.5.

Table No. 8.5

Details of the Women Heads of households who compare the quality

and who do not compare the quality of soaps with the quality as highlighted

in advertisement about Toilet Soaps --

- -- - -- -. .- - r-Peads of households who compare

1 , / the quality of Toilet Soaps with the

] ' ]quality as highlighted in the

advertisements

Heads of households who do not

1 - 1 compare the quality of Toilet Soaps

I 1 with the quality as highlighted in the

1 advertisements I ---

Total c_ -- -

Source. Field survey.

Low



advertisement. But those who do not compare the quality of the product with the

quality aspect highlighted in the advertisements comprise only 6 per cent of the

total. The Field Survey that have conducted among the women heads of

Households also reveal that all of the respondents coming under the Middle

Income Group compare the quality of Toilet Soaps with the quality as highlighted

in the advertisements (Table No. 8.5).

Ranking of the opinions of the Women Heads of Households

regarding the quality of Toilet Soaps in comparison with the quality as highlighted

in advertisements are given in Table No.8.6

Table No. 8.6

Ranking of the opinions of the Women Heads of households regarding

the quality of Toilet Soaps in comparison with the quality as highlighted in

advertisements r-7------. - -. -

4 - - -. -- - ~- --

Poor 56 60

103 / 326 100

SI. No

L L_____l__i Source: Field Survey.

TaMe No. 8.6 indicates that majority (50 per cent) of the female

i Weighted Scores Aggregate Quality I ~.

, 1 Middle A Weighted ! Low High I Scores

respondents have rated the quality of Toilet Soaps as 'Poor', when compared to

the quality as highlighted in the advertisements. Those who have rated the

Total % to

quality as 'Satisfactory' ranks the second (38 per cent), followed by those who

Rank

1

have rated the quality as 'Good' (6 per cent). 'Very good' (5 per cent) and 'Very

poor' (I per cent)

Details regarding the classification of Women Heads of Households

on the basis of their places of purchase of Toilet Soaps are exhibited in

Table No. 8.7.

From Table No. 8.7. it is dear that 50 per cent of the female

households purchase Toilet Soaps from 'Provisional stores', while 30 per cent of

them have opted for the same from 'Margin free markets'. Those who prefer to

buy the same from the 'Maveli stores' and 'Stationery stores' constitute 10 per

cent and 6 per cent respectively. Those who prefer 'Super markets' as the main

place of purchase represent only 4 per cent of the total.

Table No. 8.7

Details regarding the classifimtion of Women Heads of Households MI the

basis of their laces of urchase of Toilet Soa s

Details of Women heads of households on the basis of the factors

affecting them to select a particular place for the purchase of 'Toilet Soaps are

depicted in Table No. 8.8.

% to Tobl

.

4 30 10 50 6

100

1 Total


~

~

Margin free markets Maveli stores - . - -. -- --

4 Provisional stores 32 25 11 -

6 40 13 68

5 Stationery Stores - 4 3 1 8 Total

ppp-

45 .-

45 45 1135

Table No. 8.8

Details of Women heads of households on the basis of the factors affecting

them to select a P a t i i

Influencing Factors


Rave been ~nfluenced by 'Convenience' as the most dominating factor in case of

the place of purchase of Toilet Soaps. 'Availability of selection' is the second

influencing factor (21 per cent) in the case of place of purchase of Toilet Soaps.

18 per cent of female respondents have been attracted by the 'Low price d Toilet

Soaps'. Majority of the 'Low Income Groups' have been influenced by

'convenience' as the important factor deciding the place of purchase of the

product.

Classification of Women Heads of Households on the basis of their

reqdarity of purchase of Toilet Soaps from a particular shop is given in

Table No.8.9.

Table No. 8.9

Classification of Women Heads of Households on the basis of their regularity

-- I- I 1 I I - Total 1 45 1 45 1 45 ( 135 1 100 Source: Field Survey

of purchase of

Table No. 8.9 reveals that majority (76 per cent) of the female

respondents regularly buy Toilet Soaps from a particular shop in their locality,

while 24 per cent of them do not purchase Toilet Soaps regularly from a specific

shop.

Details regarding the classification of Women Heads of

Househdds on the basis of the frequency of purchase of Toilet Soaps are


SI No -

1





Table No. 8.10

Details regarding the classification of Women Heads of Households on the

basis of the frequency of purchase of Toilet Soaps - ~~ ~ .~~ . , ~ ~ ~=~

'I 1 Frequencyof Purchase No. --- I Low I Middle T ~ i g h 1 Total I ohm 1

Total

I i ~ ~ t - x i Total -. -. - 45 Source: Field Survey

1

2

3 - --

4

Table No.8.10 indicates that 47 per cent of the female respondents

purchase Toilet Soaps in an 'Occasional basis', while those who purchase the

Once in a week

Beginning of month

Once in two months -- ~ ~- ~~ ~ -~

Once in three months -

same in the beginning of the month constitute 44 per cent of the total. Those who

purchase the Toilet Soaps 'Once in a week', 'Once in two months' and 'Once in

1

26

2 --

-

three months' represent 4 per cent, 3 per cent and 2 per cent respectively.


5

63

3

their preference to see adverbsements in T.V. is presented in Table No. 8.1 1.

4

44

3

2

Table No. 8.1 1


preference to see advertisements in T.V. v - - - T - - , .- .- . -

SI. Preferred timing of Advertisements 1 No. 1 by the Respondents / Low I Midle I High / Total I :El / - -

14 19 55 41 ~~ . .~ . .~~~~ , - ~ -~ ~~

19 26 14 59 44

4 5 -~ - - ~ ~ - 12 21 15

.

Total 45 45 45 135 100 I I I I I I -. --


Majorii (44 per cent) of the women respondents have opined that

the advertisements should be shown 'During the programme' in T.V, while 41 per

cent of them have opined that the advertisements should be telecasted 'Before

the programme'. Those who have preferred advertisements to be shown 'after

the programme' represent 15 per cent of the total (Table No. 8.11).

Details regarding the classification of Women Heads of Households

on the basis of the part of advetiiements, which influence them to purchase a

particular brand of toilet soap, are presented in Table No. 8.12.

Table No. 8.12


part of advertisements, which influence them to purchase a particular brand

of toilet soap - -,

SI. No'

-- - --

of the ~ a s t

1 2 3 4

- Highlighting of the natural ~nnredients

. The palt of Advertisements that ~nfluence Households to purchase a

particular brand of toilet soap

Highlighting of hygiene c~nsc iou~ne~s 1 120 1 6 5 1 48 1

4 2 5 1 -- -- -- .-

Total - 45 45 135 100 Source: Field Survey

Action of models Songs -

Sceneries ~.

Cartoons

Table No. 8.12 depicts that the most influential part of the

Low

advertisement that tempts the women heads of households to purchase a

- 2 - -

particular brand of Toilet Soaps is the 'Highlighting of the hygiene consciousness'

Middle

of the Toilet Soaps (48 per cent). From the Field Survey it is observed that

- 1 2 1

'Highlighting of the natural ingredients' shown in the advertisement influences

High

41 per cent of the respondents. 'Songs' and 'Comedies' of the advertisement

1 1 ~- 1 -

influence 3 per cent each of the women respondents surveyed under study.

Total

Though 'Sceneries' influence 2 per cent of them, while 1 per cent each of them is

% to Total

1 4

~.

3 1

influenced by the 'Action of models', 'Cartoons' and 'Reminiscences of the pasf.

1 3 2 ' -

1

Ranking of the opinions of the Women Heads of Households

regarding the existing style of advertisements of Toilet Soaps are exhibited in

Table No.8.13

Table No. 8.13

Ranking of the opinions of the Women Heads of Households regarding

i Aggregate 1 Weighted Swres

1 119 1 121 1 126 1 366 1 100 1 1 L ~~ ~


From Table No. 8.13, it is observed that major i (53 per cent) of

the female respondents have opined that the existing style of advertisements of

Toilet Soaps as 'Satisfactory', while those who have rated the same as 'Poor'

constitute 30 per cent of the total. Those who have rated the existing style of

advertisements as 'Good' come to 15 per cent of the total. The women

respondents who have opined that the existing style of advertisements as

'Excellent' and 'Very Poor' represent only a small portion (1 per cent each) of the

total number of women respondents covered under the study.


Households on the basis of the type of advertisement that is preferred by them

mostly to be exhibited in case of toilet soap are exhibited in Table No.8.14

Table No. 8.14

Details regarding the chssificatiin of the Women Heads of Households on

the basis of the type of advertisement that is preferred by them mostly to

be exhibited in case of Toilet Soaps Types of advertisement that

~

Total 45 45 ~ ~"


Table No. 8.14 shows that 84 per cent of the fernale respondents

have opined that the advertisements of Toilet Soaps disclosing their 'Product

ingredients' are the most effective ones. 'The advertisements depicting 'Medicinal

plants' are found to be preferred by 4 per cent of the total, while 3 per cent each

of them are of the view that advertisements, which exposing the 'Film Stars' and

'Sceneries' are more effective. Those who prefer advertisements of Toilet Soaps

that have 'Artistic contents' constitute 2 per cent of the total. Advertisements of

Toilet Soaps containing 'Old songs', 'Modern songs' and exposing 'Sports stars'

and 'Model girls I beauties' have been preferred by a small share (1 per cent

each) of the total number of respondents.

Rating of advertisements by the Female Heads of Households

about the honesty of advertisements in case of Toilet Soaps is given in

Table No. 8.15

Table No. 8.15

Rating of advertisements by the Female Heads of Households about the

in case of Toilet Soaps

7 I T - 7 - 1

-. - / Weighted Scores 1 1171 1141 1101

SI. No.

I l - _ - L . 1 I -J__1___1


Majonty (62 per cent) of the women respondents have rated the

Households opinion Weighted Scores Aggregate about the honesty of Weighted

Advertisement Toilet Soaps of ~ ~ & ~ k G ~ ~ %ores

honesty of advertisements as 'Average' in the case of Toilet Soaps, while 37 per

cent of them have appraised the same as 'Low' (Table No. 3.15). Those who

Oh to Total ~~~k

have remarked the honesty of advertisements of Toilet Soaps as 'Very Low'

account for only '1 per cent' of the total, while none of them have opined that the

honesty of advertisements as 'Very high' or 'High'.


their regularity in purchasing of the same brand of toilet soap is shown in

Table No. 8.16.

Table No. 8.16


re ularity in purchasing of the same brand of toilet soap -9T- I r I

No. SI I Regularity of Purchase 1 Low Middle High

I I I - ( Households who are regular [ purchasers of the same brand

+oa p - -


purchasers of the same brand of toilet

soap

Total -. -. -- - 1 45 1 45 1 45


% to / Total

Majorii (56 per cent) of the female heads of households surveyed

are not the regular purchasers of the same brand of toilet soap, while 44 per cent

of them regularly purchase the same brand of toilet soap.


the reasons for purchase of the same brand of Toilet Soaps is given in

Table No. 8.17

Table No. 8.17

Classification of the Women Heads of MousehoMs on the basis of the

An analysis of the reasons for preferring the same brand of Toilet

reasons for purchase oft

Soaps by the households indicates that 'Pleasant body odour' is the major

reason behind the purchase of a particular brand of Toilet Soaps by 25 per cent

of the respondents. Those who have opined that 'Non allergic nature' is the

SI. No.

1 2 3 4 5 6 7 8

important reason behind the buying of a specific brand of toilet soap represent

Reasons for purchase of the same brand of Toilet Soaps by the

Households - ~ ~

Rich lather Pleasant perfume --- Retention of Longer period of use -.--- Attractive price Therapeutii value Non allergic nature Pleasant body dour

24 per cent, while those who have opined that 'Pleasant perfume', 'Retention of

Source: Field Su

fragrance' and 'Longer period of use' as the reasons for the purchase of Toilet

Soaps represents 17 per cent, 13 per cent and 12 per cent respectively. 5 per

cent of the respondents purchase the same mainly by considering their

'Therapeutic value', while 2 per cent each of them have opined that the 'Rich

lather' and 'Attractive price' have tempted them to purchase the same brand of

toilet soap (Table No. 8.17).


type of Toilet Soaps they preferred is given in Table No. 8.18.

Table No. 8.18

Classification of Women Heads of Households on the basis of the type of

% to

Medicated Toilet Soaps

General purpose Soaps - Glyceroid Toilet Soaps

Total -. 45 Source: Field Survey.

Table No.8.18 displays that 61 per cent of the women heads of

households surveyed prefer to purchase 'General purpose Toilet Soaps', while

20 per cent of them prefer to buy 'Medicated Toilet Soaps'.l8 per cent of total

female respondents prefer to purchase 'Glyceroid Toilet Soaps'. Those who

prefer to purchase 'Mult~ purpose Toilet Soaps' represent only 1 per cent of the

total. Out of the women heads of households covering 61 per cent, majority of

them are from the Low Income Group.


the category of Toilet Soaps they prefer most is exhibited in Table No. 8.19

Table No. 8.19

Classification of the Women Heads of Households on the basis of the

-. ---- -- . -.

- ~ 11 Total L-__-__ . - - 45


Majority (55 per cent) of the female respondents prefer to buy

'100 gm' packets of Toilet Soaps, while those who opt to buy '150 gm' packets

and '75 gm packets' represents 24 per cent and 18 per cent respectively. The

women respondents who prefer to pulrchase '25 gm' packets of toilet soap

represent only 3 per cent of total number of respondents (Table No.8.19)

Details regarding the classification of Heads of Households on the

basis of advertisements of popular brands of Toilet Soaps, which have

significantly influenced them, are given in Table No.8.20.

Table No. 8.20

Details regarding the classification of Heads of Households on the basis

of advertisements of popular brands of 'Toilet Soaps, which have significantly

influenced them ~

~ ~ ~~ ~~~ ~-

Category of Toilet Soaps ( LOW --

~ ~

- -

- ~


From Table No.8.20, it is observed that the advertisement of 'Lux'

toilet soap in the media is the most alluring one among the advertisements of

various Toilet Soaps, which constitute 22 per cent of the total number of the

female heads of households surveyed. The advertisement of 'Pears' attracts

19 per cent of the women heads of households surveyed to buy the same. The

advertisements of 'Lifebouy' and 'Jeeva' attract 14 per cent and 11 per cent of

the female respondents respectively. 7 per cent of the respondents are

influenced by the advertisements of 'Cinthol', while 5 per cent each of them are

attracted by the advertisements of 'Santhoor' and 'Medimix'. 4 per cent of the

respondents are attracted by the advertisements of 'Rexona', while 3 per cent of

them are attracted by the advertiserr~ents of 'Chandrika'. The advertisements of

'Hamam', 'Godrej', 'N~rma', 'Mysore Sandal', 'Kaveri', 'Lexus' 'Palmolive',

'Johnson Baby', 'Dettol' and 'Llril' attract only 1 per cent each of the respondents.

Among the Advertisements of other brands of Toilet Soaps the advertisement of

'Lux' 'Toilet Soaps attracts mainly the Low and the Middle Income Groups, while

the advertisements of 'Pears' toilet soap has an appealing effect on the High

Income Groups.

Ranking of the Problems of female heads o f Households

associated with the advertisements and consequent purchase of Toilet Soaps

are shown in Table No. 8.21 and a diagrammatic representation of the same is

given in Figure - Vlll.

Table No. 8.21

Ranking of the Problems of female heads of Households associated with

the advertisements and

Problems

" - . -. LT!ungal diseases

8 Appearance of scars /burns on M b e c o l o u r a t i o n of skin r--I- _ 8.45

I Aggregate

I Weighted Scores 5,229 100.00 L-- ~-


Ranking of the problems faced by the women respondents in the

order of their intensity shows that 'Over consumption of the product' (16.05 per

cent) is the prime problem encounterd by them followed by 'Itch~ng of skin' (13.29

per cent), 'Appearance of pimples' (1 1.76 per cent), 'Premature falling of hair'

(1 130 per cent). 'Burning sensations' (1 1.15 per cent), 'Parching of skin' (10.16

per cent), 'Fungal diseases' (9.14 per cent), 'Appearance of scars lburns on skin'

(8.70 per cent) and 'Decolouration of skin' (8.45 per cent)

(Table N0.8.21 )

Figure = VIII RANKING OF THE PROBLEMS OF FEMALE HEADS OF HOUSEHOLDS

ASSOCIATED WITH THE ADVERTISEMENTS AND CONSEQUENT PURCHASE OF TOILET SOAPS

~ ~ -~ -~ ~~ ~ -~ - . ~

Over consumption of the product (1 6.05 %) Cl Itching of skin (1 3.29 %)

/ ' 1 Premature falling of hair (1 1.3 %) Q Burning sensations (1 1.15 %)

~ ~~- --

~~ppearan; of pimples ( I I .76 %)

OParching of skin (10.16 56) i !

Fungal d~seases (9.14 %) -~ ~ ~ 1 OAppearance of scars /burns on skin (8.7 %) f3 Decolouration of skin (8.45 %) ~ ~- -- ~


their opinions about the categories of TV advertisements, which are highly

effective in the case of Toilet Soaps, is given in 'Table No. 8.22

Table No. 8.22


opinions about the categories of TV advertisements, which are highly

effective in the case of Toilet S o a p s w-

'I' 1 Reasons for effectiveness -- ~ ~

1 Low 1 Middle 1 H,gh 1 Total 1 :;:I 1 1 Those showing description regarding i

1 1 1 the ingredients, both natural and i 21 / 29 / 29 1 79 1 59 1 I

synthetic, used

2 1 the side effects and precautionary 1 1 22 1 15 1 12 1 49 1 36 1 measures to be taken 1

s h o w m ~ d d e t a ~ - ~ ~ a r d i n g f h e - ~ I

1 3 1 Date of Manufacture and Date of 1 -- I .- I 1 / 1 I 1 I L A - - - - - . ~

Those showing pricels of producUs , 4 '

along with the advertisement I I

Total L-- -- Source: Field Survey

Majority (59 per cent) of the women respondents have opined that

the advertisements in TV showing descriptions regarding both the natural and

synthetic ingredients used in Toilet Soaps will be highly effective in attracting

consumers (Table No.8.22). The advertisements of Toilet Soaps showing

description regarding the side effects and precautionary measures to be taken by

the consumers is found to be effective to 36 per cent of the respondents. 4 per

cent of' the respondents are of the view that advertisements that show the prices

of Toilet Soaps is more effective in attracting consumers, while in the opinion of 1

per cent of the women heads of Households the show of details regarding the

date of manufacture and date of explry of To~let Soaps is found to be more

effective in attract~ng the consumers

Classification of the Women Heads of Households on the

basis of the values of advertisements, which have attracted them in the case of

Toilet Soaps, is given in Table No. 8.23.

Table No. 8.23

Classification of the Women Heads of Households on the basis of the values

of advertisements, which have attracted them in the case of Toilet Soaps - - , I 1 1 Types ofvaiues j LOW , No I I Middle High Total % 1 Total

Attention value ~

Suggestive value --.-

Sentimental value Educative value 15 10 Conviction value 3 , Memorizing value 15 11

1 7 Instinctive value ._

I Total I

Source Field Survey

264

Table No- 8.23 shows that 50 per cent of *e female heads of


'Attention value' of advertisements in the case of Toilet Soaps. 21 per cent of

them have been impressed very much by the 'Educative value' of

advertisements. Those who have been attracted by the 'Memorising value',

'Suggestive value' and 'Convictk value' of advertisements represent 11 per

cent, 8 per cent and 7 per cent respectively. In the case of 2 per cent of the

respondents, they have attracted the 'Sentimental value' of advertisements very

much, while 1 per cent of them have been impressed by the 'Instinctive value' of

advertisements

D. Analysis of the Influence of Advertising on the Female Consumers of

Detergents

Cla~sifi~atron of the Female Heads of Museholds on the bask of

the media that sway them in the purchase of Detergents is g ~ e n in Table No.9.1.

Table No. 9.1

Classification of the Female Heads of Households on the basis of the media that

Medias Total ' % to I / / High 1 ,I Total / News papers 7 Magazines I Journals --

-- 3 7 -- 5

.~ 34 29 30 93 1 69

i ~ ----- 2 1 9 7

?

1 Total 45 45 45 1 135 1 100 Source: Field Survey

265

Majority (69 per cent) of the male households surveyed are

influenced by the advertisements in 'W to purchase a particular brand of

Detergents. The advertisements in 'Magazines I Journak' i nmnce 12 per cent

of the female respondents, while those who are influenced by the advertisements

in 'News papers' and 'Radios' constitute 7 per cent each of the total. Only 5 per

cent of the women respondents are influenced by the advertisements through

'Hoardings' (Table No.9.1)


Households on the basis of the motivational factor that influence them in

purchasing a particular brand detergent are shown in Tabte No. 9.2

Table No. 9.2

Details regardmg the classification of the Women Heads of Houseblds

on the basis ofthe motivational factor that influence them in purchasing a

Motivational factors

Understanding the proven qua%y


266

Table No.9.2 reveals that 79 per cent of the women heads of

househofds su~eyed are buying a particular brand of detergent on the basis of

'Understanding the proven qualify of the Detergents'. 10 per cent of the female

respondents are attracted by the 'Low price of the Detergents'. while 4 per cent

of them are impressed by the 'Advertisements of Detergents'. 'Incentives offered

by dealers' and 'Attractive smells of the Detergents' are the other motivational

factors that affect them in purchasing a particular brand of Detergents (3 per cent

each), while only 1 per cent of them are attracted by the 'Attractiveness of the

wrapper of Detergents'.


the persons who influence them rn buying a particular brand of detergent is

exhibited in Table No. 9.3

Table No. 9.3

Classification of the Women Heads of Households on the basis of the persons

who influence them in buying a particular brand of detergent 7, -

~

Father I mother Children - -~~ --

Dealers -- -~ Friends

~

Co-worker~ - ~~

L Total

-- . ----- Source: Field Survey.

267

In majority (58 per cent) of the cases, opinion of 'Husband' highly

sways the decision of the women respondents to buy a particular brand of

detergent, while in the case of 26 per cent of them 'Father I Mother' happen to be

the influential person in purchasing a particular brand of detergent. On 11 per cent

of the cases 'Dealers' happen to be the influential person in purchasing a

particular brand of detergent. 'Friends' and 'Children' become the persuading

persons in the case of 2 per cent each of the female respondents in purchasing a

particular brand of detergent. Only 1 per cent of them are informed that their 'Co

-workers' influences them in buying a specific brand of detergent (Table No.9.3).


their observation of advertisement about Detergents is presented in

Table No. 9.4

Table No. 9.4


the advertisements of Detergents

Households those who do not

--

Detergents . - .-


268

It is discernible from the Table No. 9.4 that 99 per cent af the

women heads of househokls are the regular observers of advertisements of

Detergents. But the female respondents who are not the observers of such

advertisements represent only 1 per cent of the total

Detalls of the Women Heads of Households who compare the

quality and who do not compare the quality of Detergents with the quality as

highlighted in advertisement about Detergents are shown in Tabk No. 9.5.

Table No. 9.5

Details of the Women Heads of Households who compare the quality and

who do not compare the qual~ty of Detergents with the quality as highlighted

in advertisement about Detergents .- --

Category -


the quality of Detergents with the

quality as highlighted

advertisements - -


1 compare the quality of Detergents

* I with the quality as highlighted in the

A advertisements

Total --- Source: Field Survey

From Table No. 9.5, it is evident that 97 per cent of the female

heads of households compare the quality of Detergents with be quality as

269

claimed in Me advertisements, while 3 per cent of them do not compare the

quality of the products with the quality as highlighted in the adverkements.

Ranking of the 'opinions of the Women Heads of Households

regarding the quality of Detergents in comparison with the quality as highlighted

in advertisements are given in Table No. 9.6

Table No. 9.6

Ranking of the opinions of the Women Heads of Households regarding

the quality of Detergents in comparison with the quality as highlighted

in advertisements 77-.

~~~ T- ~

~ , --. i 1 / Weighted Scores Aggregate :A, i Quality ~- r- Weighted Rank I Low F i d d l e / ~ i ~ h Scores

I Aggregate

Weighted Scores 12091 164 1 1 3 0 503 1 W i 1 I i - - -L____l_I 1 I I


Majority (54 per cent) of the women respondents have rated the

quality of Detergents as 'Satisfactory' when compared to the' quality as

highlighted in the advertisements, wh~le 40 per cent of them have rated the same

as 'Good'. Those who have rated the quality as 'Poor' constitute 5 per cent, while

those who have rated the same as 'Very Poor' represent only Z per cent of the

total. None of them have remarked the quality of Detergents as 'Very Good'.

- Classification of the Female tieads of Households on the basis of

their places of purchase of Detergents is presented in Table No. 9.7.

Table No. 9.7

Classification of the Female Heads of Households on the basis of their

u


From Table No.9.7, it is clear that 54 per cent of the women

respondents buy Detergents from 'Provisional stores', while 30 per cent of them

have opted to purchase the same from 'Margin free markets'. Those who have

preferred to buy the Detergents from the 'Stationery stores 'constitute 6 per cent

of the total, while 5 per cent each of them have preferred to purchase the same

,from 'Maveli stores' and 'Super markets'.


Households on the basis of the factors affecting them to select a p&urlar place

for the purchase of Detergents are depicted in Table No. 9.8.

Table No. 9.8

Details regarding the classification of the Women Heads of Househokls

on the basis of the factors ageding them to select a particular placefor

Majority (40 per cent) of the female heads of households have &een

influenced by 'Convenience' as the predominating factor in case of the s-n

of place for purchase of Detergents. 'Availability of selection' happens to be the

next influencing factor (23 per cent) in the case of place of purchase of

. Detergents by the respondents. 22 per cent of them have been attracted by the

'Low price' of the same. Majority (20 women heads of Households) of the high-

income groups have also been observed to be influenced by the 'Availability of

selection' in case of deciding the place of purchase of these products

(Table No. 9.8).

of Detergents

Influencing Factors Low Middle

12 2 15 5 9

5 2 Total .- 45 45


-

High

10 3 10 2 20 -- 45

Total

30 5 54 8

% to Total

22 4

40 6

31 7 135

23 5

100

Classification of the Women Heads of Households based on the

regularity of purchase of Detergents from a particular shop is presented in

Table No.9.9

Table No. 9.9

Classification of the Women Heads of Households based on the regularity

~ --

14

~- 45 45 135 100 Source: Field Survey

Table No. 9.9 revels that majority (86 per cent) of the women

respondents surveyed regularly purchase Detergents from a par"bicubr shop,

while 14 per cent of them are not regularly buying the same from a particular

shop.

Classification of the Female Heads of Households based on the

frequency of purchase of Detergents is exhibited in Table No. 9.10.

Table No. 9. f 0

Classification of the Female Heads of Households based on the frequency

Table No. 9.10 presents that 54 per cent of the female heads of

households buy Detergents on an 'Occasiorial basis', while those who purchase

the same in the 'Beginning of the month' represent 41 per cent of the total. Those

who purchase the same 'Once in a week' and 'Once in two months' constitute 2

per cent each of the total. Those female respondents who purchase Detergents

'Once in three months' comprise only 1 per cent of the total number of

respondents.

Classification of the Women Heads of Households on ?be basis of

their preference to see advertisements in T.V. is shown in Table No. 9.1 1.

Table No. 9.11

Ciassification of the Women Heads of Households on the basis of

Advertisements Total ~~ - ~~~ ~ - - -- - -- I - -T%~T& the programme 17 54 40

2 Dur~ng the programme -- 15 37 27 3 &er the programme -. -- 13 44 33 --

-- Total 45 45 45 100


From Table No. 9.1 1, it is evident that majority d the female

respondents (40 per cent) are of the opinion that the advertisements should be

broadcasted 'Before the programme'. 33 per cent of the respondents prefer

advertrsements to be telecasted 'After the programme', while 27 per cent of them

favour the same to be shown 'During the programme'.


Households on the basis of the part of advertisements that influence them to buy

a particular brand of detergent are given in Table No. 9.12.

Table No. 9.12

Details regarding the dassifzation of the Women Heads of HousehoMs

on the basis of the part of advertisements that influence them to buy a

%to No.

particular brand of Detergents -- 1 ~c t ionof models I 1 1 2 1 Songs 2 t 4 3 3 Sceneries 1 2 3 2 .~

4 Cartoons 1 1 1 - - . -- --- -

5 Comedies 2 2 5 4

1 1 2 1 11 11 26 19

Highlighting of hygiene 8 j consciousness 28 26 93 69

Total -- 45 45 135: 100 Source: Field Survey

Table No. 9.12 shows that the most influential part of the

advertisements that persuade the women respondents (69 per cent) to purchase

a particular brand of detergent is the 'Highlighting of hygiene consciousness' of

the Detergents. From the Field Survey it is also made clear that highlighting of

the 'Natural ingredients' shown in the advertisement influences 19 per cent of the

women heads of households. while the other parts of advertisements that

influence them to purchase a particular brand of Detergents are 'Comedies'

(4 per cent), 'Songs' (3 per cent), 'Sceneries' (2 per cent), 'Action of models'

(1 per cent), 'Cartoons' (1 per cent) and 'Remirtiscences of the past' (1 per cent)

Ranking of the opinions of the Female Heads of Households

regarding the pesent style of advertisemenLI of Detergents are shown in

Table No.9.13

Table No. 9.13

Ranking of the opinions of the Female Heads of Households regardng

of Detergents

Opinion about lhe Weighted Scores *ggregale existing style of Weighted

Detergents

- 5 1 232 219 48 2

-- -- 6 1: 3 .

-- - --

Weighted Scores 462 100



present style of advertisements of Detergents as 'Good', while those who have

kited the style of advertisements as 'Satisfactory' represent 48 per cent of the

total. The respondents who have rated the existing style of adverbsements as

'Poor' and 'Excellent' come to onfy a minuscule share (1 per cent each) of the

total, whik none of the rated the same as Very poor' (Table No. 9.13).

Cfassification of the Women Heads of Households on the basis of

the types of advertisement that are mostly preferred by them in case of

Detergents to be exhibited is shown in 'Table No. 9.14.

Table No. 9.14

Classification of the Women Heads of Households on the basis of the types

of advertisement that are mostly preferred by them in case of Detergents to

be exhibited

.~ .

- -~ --.-


Majority (80 per cent) of the women respondents are opined that

the advertisements of Detergents 'Disclosing the product ingredients' are the

most effective ones. The advertisements showing 'Sceneries' and 'Old songs' are

found to be preferred by 4 per cent each of the total, while advertisements

containing 'Artistic scenes' and exposing 'Film :Stars' are found to be attracted by

only 3 per cent each of the total (Table No.9.14)

Rating of advertisements by the Women Heads of Households

about the honesty of advertisements in case of Detergents is given in

Table No. 9.15

Table No. 9.15

Rating of advertisements by the Women Heads of Households about the

honesty of advertisements in case of Detergents

Households opinion about the honesty of

Source: Field Survey .

It is clear from the Table No. 9.15 that majority (88 per cent) of the

women respondents have rated the honesty of advertisements of Detergents as

'Average'. Those who have remarked the honesty of advertisements as 'High'

constitute 8 per cent, while 2 per cent of them have assessed the same as 'Low'.

The fernale respondents who have remarked the honesty of advertisements in

case of Detergents as 'Very high' and 'Very Low' account for only '1 per cent'

each of the total.

Ciassification .of the Women Heads of Households on the basis of

their regularity in purchasing of the same brand of detergent is shown in

Table No. 9.16.

Table No. 9.16

Classbt ion of the Women Heads of Households on the basis of their

Majority (74 pw cent) of the female respondents surveyed are the

regula,q in purchasing of the - same brand of detergent

regular purchasers of the same brand of detergent, while 26 per cent of them are

Regularity of Purchase

-- -- Households who are

regular purchasers of the

same brand of detergent --

not the regubr purchasers of the same brand of detergent (Table ~0.'9.16).

Classifwtion of the Women Heads of Households on the basis of

Low

-

the reasons fur purchase of the same brand of detergent is depided m

Househokls who are not 3 1 the regutar purchasers of 01 34

' the same brand of 11

I detergent __L

-- Total -- -- - 45 45

Table No. 9.17.

Middle

Source Field Survey

36

9

45

35 i 26

- 135 1 100

1 High

100 74

T&al % to Total

Table No. 9.17

Classification of the Wowlerl Heads of Households on the basis of the reasons

same brand of Dete

Source: FieM Survey

An analysis of the reasons for opting the same brand of detergent

by the women heads of hot~seholds reveals that 'Non allergic nature' is the most

important reason behind the purchase of a particular brand of detergent by

31 per cent of the respondents. 17 per cent each of them have opined that 'Rich

lather' and 'Longer period of use' as the main reasons behind the purchase of the

same bmnd of detergent (Table No. 9.17). Those who have purchased the

Detergents mainly by consicleting their 'Attractive price' and 'Pleasant perfume'

constitute 16 per cent and 13 per cent respectively. Other reasons like the

'Retention of fragrance' (5 per cent) and 'Therapeutic value' (1 per cent) happen

to be the rnain reasons for only a miniscule share of the respondents to purchase

the same brand of detergent.

Cbssifications of the women respondents on the basis of the

category of Detergents they prefer most are exhibited in Table No. 9.18.

Table No. 9.18

Classification of the women respondents on the basis of the category

of Detesnts -- t m f e r -- most -. - - -~ ---

Category of Deterger~ts Low Middle % to

1 - - - - 33 16 6

'k-~~ 11 27 34 --

-~ - - 1 2 - -- 1

1 2 3 2 Total -- 45

- .- 45 . 135 I00 Source: Field Survey

Table No. 9.113 makes it clear that 53 per cent of female

respondents prefer to purchase '1 kg.' Detergents and 41 per cent purchase

'500 gm-' Detergents. Majority of the female heads of households coming under

the High Income Group prefer Detergents of 'I kg.' and 'Low Income Group' is

the major section 'to purchase 500 gm Detergents.

Classifit ion of the Female Heads of Households on the basis of

the advertisement of Detergents that impressed them much is depicted in

Table No. 9.19.

Table No. 9.19


Table No. 9.191 indicates that advertisement of 'Surf' and 'SunligM'

is equally appealing to majority of the female respondents (27 per cent each). 12

per cent of women respondents are impressed by the advertisement of 'Henko'

washing powder. Advertisenlent of 'Nirma' attracts 10 per cent of the women

heads of households. 7 per cent of female respondents are fascinated by the

advertisement of 'WheeP. A small share of the respondents has impressed other

brands Lie 'Mil', 'Ms. Main(', 'Rin', 'Mr. White' and 'Tide'. Advertisements of

'Sun Plus', 'Henna' and 'Startite' have not been able to attract any of the female

respondents surveyed.

Ranking of tile Problems associated with the advertisements and

consequent purchase of Detergents by the Female Heads of Households is

presented in Table No.9.20 and a diagrammatic representation of the same is

given in Figure - I X.

Table No. 9.20

Ranking of the Rroblems associated with the advertisements and

conse uent purchase of Detergents by the Female Heads of Households

Weighted pro.-s Fml - - Excessive con sump ti or^ of Detergents than

recommended quantity in the 939 advertisement

~

Excessive use of chemical / synthetic 879

Itching of skin ~

765 Parching of skin

----a. 699

Fading the colour of cloths 635

Burning Sensations - - .-

569

Non removal of dirt from clothes ----- ~

503

Excessive use of water .-

496

am age to clothes ~

487

Aggregate Weighted Sco;res

- Source: Field Survey.

Ranking of the problems confronted by the female respondents in

the order of therr gravity reveals that 'Excessive consumption' of Detergents than

the recommended quantity in the advertisement (15.72 per cent) is the important

problem faced by them. 'Excessive use of chemical I synthetic materials'

(14.72 per cent). 'Itching of skin' (12.81 per cent). 'Parching of skin'

(1 1.71 per cent), 'Fading the colour of clothes' (10.63 per cent). '8urning

Sensations' (9.53 per cent), 'Mon removal of dirt from dothes' (8.42 per cent),

'Excessive use of water' (8.51 per cent) and 'Damage to clothes' (8.75 per cent)

are the 'Other problems' rated by the respondents in the order of their severity

(Table No.9.20)

Figure - IX PROBLEMS OF FEMALE HEADS OF HOUSE HOLDS

ASSOCIATED WITH THE ADVERTISEMENTS AND CONSEQUENT PURCHASE OF DETERGENTS

~ ~~ - - - - - ~ ~~ - -~~ ~~~-~ ~

; Excessive consumption of Detergents (1 5.72%) QExcessive use of chemical 1 synthetic materials (14.72 %) i

Fading the colour of clothes (10.63 %) OBurning Sensations (9.53 %) I

: ODarnage to clothes (8.15 %) OExcessive use of water (8.31 %) i

I ! !

Table No. 9.21

Classification of the Households on the basis of their opinion that

the eadvenisernent is wtore'effective in the case of Detergents,

,-- ~

SI. No. Reasons for effectiveness LOW Middle H

.


regarding the ingredients, 1

both natural and synthetic, 1 used --

regarding the 2

effects and precauti'onary

measures to be taken --

3 product/~ along with the

advertisement

of use of products, 4

including the quantity to be

Majority (45 per. cent) of women respondents have 'opined that

advertisements in TV showing description regarding the side effects and

precautionary measures to be taken will be highly effective in attracting

consumers. The advertisernent of Detergents showing description regarding

ingredients used is found to be effective to 30 per cent of the respondents. 22 per

cent of respondents are of the opinion that the advertisement of Detergents

showing the method of use of detergent, including the quantity to be used will be

more effective. Those who consider the advertisements that showing priceis of

product/s along with the advertisement are more effective represent only 3 per

cent of the total (Table No.9.21)

Classification of the Women Heads of Househofds on the basis of

the values of advertisements, which have fascinated them in the case of

Detergents, is shown in Table No. 9.22,

Table No. 9.22

Classification of the Wwnen tieads of Households on the basis of the values

of advertisements, which hav

-- -- Source: Field Survey

Table No. 9..22 depicts that 47 per cent of the female heads of

households surveyed have opined that they are fascinated very much by the

'Attention value' of advertisenlents in the case of Detergents. 19 per cent of them

have been impressed very much by the 'Educative value' of advertisements.

Those who have been attracted by the 'Suggestive value' and 'Conviction value'

of advertisements of detergent represent 10 per cent each of the total.

Respondents who have been impressed by the 'Memorizing value'. 'Sentimental

value'and the 'Instindive value' constitute 8 per cent. 5 per cent and 1 per cent

respectively.

E. Analysis of the Influence of Advertising on the Female Consumers of

Toothpastes


the media that influence them in the purchase of Toothpastes is exhibited in

Table No. 10.1

Table No. 10.1

Classification of the Women Heads of Households on the basis of the media


that ~nfluences them in thepurchase of Toothpastes

is influenced by the advertisements in 'N' to purchase a specific brand of

Toothpaste. The advertisements in 'Radio' and 'Magazine 1 Journals,' influence 7

per cent and 4 per cent of the female respondents respedvvely, whJe those who

are influenced by the adve~tisernents in 'News papers' and the advertisements

through 'Hoardings' constitute 3 per cent each of the total (Table No. 10.1).

T - M i a s

Source F~eld Survey

Low

--

2 1 37 5

45

1 2 - 3 4 5

-- Newspapers --

Magazlne /Journals - Hoard~ngs - --- T V -- - - -- - Radio -- - --

Mvddle

2

2 1

39 2

45 Total -- ---

Hlgh

3 2 2 36 2

45

Totd

4 6 4

112 9

135

% to

3 .

4 3 83 7

100

A detail regarding the classification of the Women Heads of

Households on the basis of the motivational factors that influences them in

buying a particular brand of ~oo th~as te is shown in Table No. 70.2

Table No. 10.2

Classificat~on of the Women Heads of Households on the basis of the

Motivational Factors that influences them in buying a particular brand of

-

Motivating Factmors

Table No. 10.2 shows that 80 per cent of the women heads of

households surveyed are observed to have the habit of purchasing a specif#:

brand of Toothpaste on the basis of 'Understanding the proven quality' of the

Toothpaste. 7 per cent of the female respondents are attracted by the 'fncentives

offered by dealers'. Women respondents who are attracted by the

'Advertisements' of Toothpastes and 'Low price' of the Toothpaste represent 5

per cent each of the total, while those who are influenced by the 'Attractive smell'

of the Toothpaste and 'Attractiveness of the wrapper' of the Toothpastes

constitute 2 per cent and 1 per cent respectively.

Classificatio~n of the Women Heads of Households on the basis of

the persons who influence them in buying a specific brand of Toothpaste is


Table No. 10.3

Classification of the Womt?n Heads of Households on the basis of the persons

In rnajorrty (47 per cent) of the cases, opinion of 'Children' highly

influences the decisron of the women respondents to buy a particular brand of

Toothpaste, while in 42 per cent of the cases 'Husband' happens to be the

influent~al persons in purchasing a specific brand of Toothpaste. 'Dentists'

happen to be the ~nfluentrai person in purchasing a specific brand of Toothpaste

who influence them in buying - a specific brand of Toothpaste

in the case of 5 per cent: of the women respondents, while the respondents

influenced by the 'Dealers' and 'Co - workers' represent 2 per cent each of the

total. 'Father I mother' and 'Friends' influence only 1 per cent each of the

respondents in taking a decision with regard to the purchase of Toothpastes

(Table No. 10.3).

A

No.

1 2 3 4 - 5 6

7

Influencing Persons -

Husband - ath her /Gother - Children

.. - Dealer

-~ -- Friends Go-workers -- Dentist --

'Total

Low

22 - 23 - -- - -- --

- -

Source: Field Survey 45

Middle

20 1

77 2 7 2 2

High

15 - 24 1 -- 1 4

45 45

Classifmtion of the Women Heads of Households on the basis of

their observation of advertisement about Toothpastes is presented in

Table No. 10.4.

Table No. 10.4

Classifition of the Women Heads of Households on the basis of their

observation of advertisement about Toothpastes

Category Low Middle .- --

Households who observe

the advertisements of Toothpastes I Households who do nolt observe I the advertisements of Toothpastes I

- Total


It is observed from the Table No.10.4 that majority (99 per cent) of

the women respondents are the regular observers of advertisements of

Toothpastes. Those who are not the observers of such advertisements represent

'only 1 per ceni of the total.

Details of the Women Heads of Households who compare the

quality and who do not compare the quality of Toothpastes with the quality as

highlighted in advertisement about Toothpastes are shown in Table No. 10.5

Table No. 10.5

Details of the Women Heads of Households who compare the quality and

who do not compare the quality of Toothpastes with the quality as highlighted

in advertisement about Toothpastes

Categoq~ .-

Heads of households who compare the

of Toothpastes with the

as h~ghl~ghted in the advertisements

of households who do

/ / advertisements 1 1 1 1 1 1 *

- -

-- 1

Total - ( 45 Source: Field Survey

Table No. 10.5 shows that 96 per cent of the female respondents

compare the quality of Toothpastes 1 - with the quabty as highlighted in the

compare the quality of Toothpastes with the quality as claimed in the

advertisements, while 4 per cent of them do not compare the quality of these

2

products with the quality as highlighted in the advertisements.

Ranking of the opinions of the Female Heads of households

regarding the q u a l i of Toothpastes in comparison with the quality as highlighted

3

in advertisements are exhibited in Table No. 10.6.

5 4

Table No. 10.6

Ranking of the opinions of the Female Heads of households regarding

tRe quality of Toothpastes in comparison with the quality as highlighted in

Majority (49 per cent) of the women heads of households have

rated the quality of Toothpastes as 'Satisfactory' when compared to the quality as

highlighted in the advertisements. Those who have rated the quality as 'Good'

comprise 44 per cent, while those who have rated the same as 'Very good' and

advertisements

'Poor' constitute 3 per cent leach of the total. Those who have rated the quaMy of

Toothpastes as 'Very poor' represent only 1 per cent of the total (Table No. 10.6).

' Q u h

I

Details regarcling the classification of the women households on

the basis of their place.of purchase of Toothpastes are given in Table No. 10.7.

1 - 2 3

- - ~~

Lbw Weighted , Middle Scores

Very good Good

pp

Satisfactory 4 5

-

80 75

- - -- 56 - 87 -

Poor - Very -

- - - -

Aggqate

Weighted Scores L 5 5 - 743

L-

Source: FieM Survey

Table No. 10.7

Details regarding the classification of the women househdds on the basis of

Super markets

Maveli stores - -1%- j 57 Provisonai stores - 50 I 5 1 Medical shnns I - - / 1 I - I 1 1 1 1 . - -r- --TT-~T i 1 6 1 Stationery Stores - 8 - i__ Total - / 45 7 45 1 45 135 1 10; 1 Source: Field Suwey

Table No.10.7 shows that 50 per cent of the women respondents

purchase Toothpaste fmrn 'Provisional stores', while 31 per cent of them have

preferred to purchase the same from 'Margin free markets'. The women heads of

households who have preferred to buy the same from the 'Stationery stores' and

'Maveli stores' constitute 8 per cent and 6 per cent respectively, while 4 per cent

of them have opted to purchase the same from 'Super markets'. Only 1 per cent

of the respondents use to buy Toothpastes from the 'Medical shop'.


the factors affecting them to select a particular place for the purchase of

Toothpastes is given in Table No.10.8.

Table No. 10.8

Classification of the Female Heads of Households on the basis of the

factors affecting them to sc?lect a particular place for the purchase of

select a particular place for

purchase of Toothpaste


Majority (50 per cent) of the heads of households have been

influenced by 'Convenience' as the major dominating factor in case of the

selection of the place for purchase of Toothpastes. 'Low Price' is the second

influenc~ng factor (20 per cent) in the case of place of purchase of Toothpastes.

.29 per cent of the male respondents have been attraded by the 'Availability of

selection' of the same. The 'Credit faciliies' (5 per cent), 'Best quality' (4 per

cent) and 'Personal contact with retailers' (2 per cent) are other factors that

influences the women respondents in selecting a particular place for the

purchase of Toothpastes (Table No. 10.5).

Classification of Female Heads of Households on the basis of

the regularity of purchase of Toothpastes from a particular shop is given in

Table No. 10.9.

Table No. 10.9

Classification of Female Heads of Households on the basis of the regularity of


Households who are regular


purchasers from a particular shop .. . - -


Majority (87 p13r cent) of the women heads of households surveyed

are regularly purchasing Toothpastes from a particular shop, while 13 per cent of

them are not regularty purchasing the same from a particular shop

.(Table No. 10.9).

Details regarding the Women Heads of Households based on the

frequency of purchase of Toothpastes are presented in Table No. 10.'10

Table No. f 0.10

Classification of Fernale respondents on the basis of the frequency of purchase

of Tooth~aste r, Frequency of Pu ~

- Fortnightly 2 Monthly -

Bimonthly

4 Quarterly Occasional

j- ~ i t a l Soume: Field Survey.

It IS discemlbk from Table No.10.10 that majority (50 per cent) of

women heads of households surveyed purchase Toothpastes 'Occasionally' and

43 per cent of female respondents purchase Toothpastes in the 'Beginning of

month'. Major~ty of the female respondents coming under the category of Low

Income Group 'Occasionally' purchase Toothpastes.

Details regarding the female heads of households on the basis of

their preference to see advertisements in T.V are given in Table No. 10.11.

Table No. 10. I 1

Classifmtion of female heads of households on the basis of their preference to

see advertisements in nf

.- After the programnG --

Total I _ _. -- -- Source: Field Survey

From Table No.lO.11, it is dear that 45 per cent of the women

heads of households surveyed prefer to see advertisement of Toothpastes

'During the programme'. The respondents who wish to see advertisements

'Before tbe programme' cornes to 42 per cent of the total, while 13 per cent of the

respondents are fond of seeing the advertisements 'Afler the programme'.

Majonty of the female heads of households of Middle Income Group prefer to see

advertisement of Toothpastes during the programme.

Classification of households on the basis of the part of

advertisement that influence them to purchase a particular brand of Toothpaste is

given in Table No.10.12

Table No. 10.12

Classification of Households on the basis of the part of advertisement

advertisement that influence Househ

purchase a particular brand of Toothpaste

---

4 Cartoons 5 Comedies 6 Realistic life styles

7 Highlighting of natural ingredients

8 Highlighting of hygi consciousness Highlighting of bea

relations due to bad

Majotity (46 per cent ) of the of women households are of the view

that the part of advertisement that 'Highlights a feeling of protection of teeth'

motivates them to purchase (3 particular brand of Toothpaste. The advertisement

that focuses on the 'Higienity consciousness' influences 21 per cent of femafe

respondents. The advertisements emphazising the 'Natural ingredients' impress

11 per cent of the total. The respondents of the Low Income Group give

prominance to the advertisement of Toothpastes that 'Highlights a feeling of

protection of teeth' when compared to the other two groups Vabk No. 10.12).

Ranking of the opinion of the women Heads o# Households

regarding the existing style of advertisements of Toothpastes are s h w n in

Table No 10 13

Table No. 10.13

Ranking of the opinion of the women Heads of Households regarding

Weighted Scores

Source: Field Survey .

Table No. 10.13 reveals that 64 per cent of the female respondents

have rated the existing style of advertisement of Toothpastes as 'Good'. Those

who have assessed the style ot advertisement as 'Satisfactoory' constitute 33 per

cent, while those who have rated the same as 'Excellent' and 'Poor' represent 2

per cent and 1 per cent respelztively.

Classification of the women households on the basis of the type of

advertisement, which are mostly preferred by them to be exhibited in case of

Toothpastes, is given in Table No. 10.14.

Table No. 10.14

Details regarding the Female Heads of Households on the basis of

the type of advertisement, which are mostly preferred by them to be exhibited

From Table No.10.14, it is obvious that 72 per cent of the

households surveyed prefer advertisements 'Exhibiting the product ingredients'.

The female respondents who are attracted by the 'Model girls I beauties' in the

advertisement of Toothpaste amount to 10 per cent. Respondents preferring

advertisements 'Highlighting sceneries', 'Medicinal plants' and 'Other aspects'

represent only a small percer~tage of the total.

Ranking of advertisements by the Female Heads of Households

about the honesty of advertisements in case of Toothpastes is depicted in

Table No. 10.15.

Table No. 10.15

Ranking of advertisements by the Male Heads of Households about

Weighted Scores Source: Field Survey.

Table No. 10. '1 5 reveal that 50 per cent of the femaie respondents

have rated the honesty of atlvertisement as 'Average' in the case of Toothpastes.

Those who have assessed the honesty of advertisement as 'High' constitute 46

per cent, while those who have appraised the same as 'Low' and 'Very high'

represent 2.5 per cent and 1 per cent respectively. Those who have remarked

the honesty advertisement ii? case of Toothpastes as 'Very low', amount for only

0.5 per cent of the total.

Classificabi? of the Female Heads of Households on the basis of

the regularity in purchasir~g the same brand of Toothpaste is given in

Table No. 10.16

Table No. 10.16


their nature of regularity topl~rchase the same brand of Toothpaste - - - Regularity of F'urchase

- -- -. - -- \q Middle 1 High 1 Tota! 1 ::I, 1

who are regufar

1 purchaser of same brand of

&,Is who are not the regular

purchaser of same brand of 1 ;: 1 8 1 ;; 1 29 1 21 1 i Toothpaste 2- ---

-- Total -

45 135 100 Source: Field Survey

Table No. 40.16 shows that 79 per cent of the women households

surveyed regularly purchase the same brand of Toothpaste, while 21 per cent of

female respondents do not purchase the same brand of Toothpaste regularly.

Respondents of the Middle Income Group are found to have hEgh brand loyalty

than the Lower and High Income Groups

Classification #of the Households on the basis of the reason for

purchase of same brand of Toothpaste is shown on Table No. 10.17

Table No. 10.17

Classification of the Households on the basis of the reason for purchase of same

brand of Toothpaste

The 'Dental health consciousness' persuaded 47 per cent of

women heads of households to purchase the same brand of Toothpaste. 14 per

cent of female respondents are impressed by the 'Calcium protection' offered by

the particular brand of Toothpaste. Those who have opined that 'Seeking of

fresh breath' as the reason behind the purchase of the same brand of Toothpaste

constitute 13 per cent of the total. In 9 per cent of the cases, the respondents

purchase a particular brand of Toothpaste because of its 'Attractive Price'. The

"Non-allergic nature' of Toothpaste is the major consideration of 5 per cent of the

respondents. Respondents who take into account other attributes such as

'Therapeutic value', 'Avoidance of foul odour for longer periods' and the

'Necessity of a small quantity of the product' represent only a miniscule share of

the total (4 per cent each) (Table No. 10.77).

Details m respect of the Female respondents on the basis of their

preference over Toothpastes are depided in Table No. 10.18

Table No. 10.18

Details in respect of the Fernale respondents on the basis of their

It can be read from the above Table that the majority (82 per cent)

of the women heads of households prefer 'Vegetarian' Toothpastes to other

categories flable No. 1'0.18). Those who wish to purchase 'Ayuwedic'

. Toothpastes comprise 10 per cent of the total. 4 per cent of respondents are fond

of prefer 'General-purpose' Toothpaste. Only a small per cent of the respondents

prefer 'Special purpose' anll 'Gel type' Toothpastes (2 per cent each). Majonty of

women houseRolds coming under the lower stratum prefer to use the vegetarian

Toothpastes when compared to the respondents coming under other strata of the

society.

reference over Toothpastes

Type of Toothpaste Middle

-- --r 39

Ayurvedic 5 General purpose -- - Special purpose

~~~ ~.~ - 1

Total i 45 45 -.___-


Total

110 13 6 3

-- 3 135

__V-----

High

28 7 6

2 2

45

Total % to

82 10 4

2 2

100

Classification of the female heads of Households on the basis of

the category of Toothpastes is depicted in Table No. 10.13

Table No. 10.19

Classification of the female heads of Households on the basis of the

31 per cent of female respondents purchase '100 grn' Toothpastes.

The respondents who prefer 'Family pack" comes to 29 per cent of the total

respondents surveyed '150 grn' pack happens to be the most favourite category

among 27 per cent of fernale heads of households. Those who prefer to

'purchase '50 gm' and '75 grn' packs of Toothpastes represent 5 per cent each.

'Travel pack' and '25 gm' packs are preferred by only 2 per cent and 1 per cent of

the respondents (Table No. 10.19).

Classitication oi'the Households on the basis of the Toothpaste that

impress them much is presented in Table No. 10.20.

Table No. 10.20

Classification of the Households on the basis of the Toothpaste that impmsses

them much

Toothpaste

Colgate - 23 Close Up 19 13 10

--- 2 4 Anchor 2 -

-- --

-- 1 6 Dabur -- 4

-- --

;%dent 4 8 5 Forhans 1


Tabk No. 10.20 indicates that 47 per cent of female respondents

are attracted by the advertisement of 'Colgate Toothpaste'. In the case of 31 per

cent of women households, advertisement of 'Close-up' impresses them much

than that of other Toothpastes. The advertisements of 'Pepsodent' Toothpaste in

the media are the most appealing one as per the opinion of 13 per cent of

respondents. Those who have been attracted by the advertisements of

'Meswack', 'Neem'. 'Anchor', and 'Dabur' represent only a negligible'share. The

advertisements of Promise. Vicco, Himalaya, etc., failed in attrading not even

one respondent.

Ranking of the Problems associated with the advertisements and

consequent purchase of Toothpastes by the Women Heads of Households is

shown in Table No. 10.21 and a diagrammatic representation of the same is

given in Figure - X.

Table No. 10.21

Ranking of the Problems associated with the advertisements and

purchase of Tooth -- astes b the Women Heads of Households Weighted

Sensitivity - Stomatitis 21.79

19.09 4 Canis Tooth

-- Aphthious Ulcer Aggregate

100.00 Weighted Scores -- . . -. Source: Field Survey.

Rating of the problems faced by the female respondents in the

,order of their intensity reveals that 'Sensitivity' assumes the first rank (27.20 per

cent). 'Stornatitis' (2t.79 per cent) 'Decaying of teeth' (19.09 per cent) 'Canis

Tooth' (16.55 per cent) ar~d 'Aphthious Ulcet (15.37 per cent) assume the

second, third, fourth and the fifth ranks respectively (Table No. 10.21)

Classificatioi~ of the Households on the basis of the colour of

Toothpaste they prefer most is shown in Table No. 10.22.

Table No. 10.22

Classification of the Households on the basis of the colour of Toothpaste

6 E t h e r s Total - 135 1 00

Source: Field Suwey .

Table Wo.10.22 indicates that majority (59 per cent) of the of

female respondents prefer the 'White' colour Toothpaste, while 33 p e r cent prefer

'Red' wlour Toothpastes. 4 per cent of respondents prefer to choose 'Green'

colour of Toothpaste. Majority of the respondents coming under the Middle

Income Group prefer 'White' colour Toothpaste when compared to the other two

groups.

Classification of the heads of Households on the basis of their

opinion about the type d TV advertisements in the case of Toothpastes is shown

in Table No. 10.23.

Table No. 10.23

Classification of the heads of Households on the bask of heir wn ion about

the type of advertisementsin the case of Toothpastes SI. ' No. Reasons for ~ffeCtiv- Middle H

--- Those showing description

regarding the ingredients, 1

both natural and :synthetic,

used


regarding the side effects

regarding the Date

product/s along with the

61 per cent of the female heads of households have opined that

advertisement showing description regarding the ingredients, both natural and

synthetic is more effective in the case of Toothpastes. The advertisement

disclosing the description regarding the side effects and precautionary measures

to be taken are preferred by 37 per cent of he women households surveyed.

Those highlighting the details regarding the date of manufactures and date of

expiry and those revealing pricels of productls along with the advertisement

attracts only a small per cent of the total respondents(1 per cent each). The

female heads of households of the Middle Income Groups greatly prefer the

abrertisements showing the ingredients of Toothpastes (Table No. 10.23).

Classificatior~ of the Heads of Households on the basis of the

values of advertisements, which have attracted them in the case of Toothpastes,

is shown in Table No. 10.24.

Table No. 10.24

Classification of the Heads of Househdds on the basis of the values

of advertisements, which have attracted them in the case of Toothpastes -. --

I St. I - ofvalws 1 / M;;le 1 Hgh /To;/ 1 I t ~ t t e n t i o n value

Conviction value - - - - f i 7 - i 7 - 2 / 4 j [ ~ t ~ e n t i r n e n t a ~ value -- 3 I

Memorizing value value

Table No. '1 0.24 shows that 44 per cent of the women households

surveyed are attracted by. the 'Educative value' of advertisements of

Toothpastes, while 36 per cent by the 'Attention value' of adverlCsement. In the

case of 11 per cent of the female respondents, the 'Suggestive value' of

advertisements impresses them very much. Those who have been attracted by

the 'Conviction value' and 'Sentimental value' represent 3 per cent each of the

total. Respondents who have been impressed by the 'Memorizing value' and the

'Instinctive value' of adve~tisements constitute 2 per cent and 1 per cent of the

total number of femaie respondents respectivefy. The respondents of the low and

m~ddle Income Group are much impressed the 'Educative value' of

advertisement where as the 'Attention value' of advertisement attracts the female

heads of households of the High Income Group.

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CHAPTER 111 INFLUENCE OF ON THE CONSUMERS TOILET SOAPS...

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