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IMPACT OF JINGLES ONCONSUMER BUYING BEHAVIOR

IN COOKING OIL INDUSTRY

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INTRODUCTION

Advertising jingles are probably the mostimportant components of any ad campaign.

Jingles are nothing but short clips of musicadded to the advertisement films to makethem more catchy and memorable.

Music is also considered to be the most used

executioner cue in commercials (Yalch,1991).

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INTRODUCTION(Contd)

Today, we live in the age of commercialization, where the pace of life isnot only changing our lifestyles but alsoimpacting our eating habits.

Consumers are getting health conscious intheir food and diet and it is directly linked tothe cooking oil they used.

the cooking oil industry is now targeting thisthing and we are increasingly seeing jingleswhich have lyrics regarding the health.

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LITERATURE REVIEW

Many researchers have studied musics effecton attitude toward the brand in regard toproduct preference (Allen & Madden, 1985; Gorn, 1982; Kellaris& Cox, 1989; Middlestadt et al., 1994; Park & Young, 1986; Pitt & Abratt,

1988; Zhu, 2005)

and purchase intention(Brooker &

Wheatley, 1994; Morris & Boone, 1998).

Brand-differentiating message was the singlemost important executioner factor for

explaining both ad recall and persuasion foran established product. (Stewart & Furse, 1986)

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LITERATURE REVIEW(Contd)

Purchase intent was higher with ads thathad music in it, and generally, subjects hadmore negative attitudes toward ads withoutmusic. (Stout & Leckenby, 1988).

Music can contribute to an effectivebroadcast advertisement:

1) entertainment, 2) structure/continuity, 3)

memorability, 4) lyrical language,5) targeting, and 6) authority establishment(Huron, 1989)

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PROBLEM STATEMENT

What is the importance of jingles inadvertisement for cooking oil industry &how it affects consumer buying behavior?

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RESEARCH METHODOLOGY

PRIMARY DATA:

Primary data was collected through thequestionnaire.

SECONDARY DATA :

Secondary data was collected through;

Empirical studies & different articlesfrom Internet.

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RESEARCH METHODOLOGY (Contd)

SAMPLE SIZE

The sample size for this research is 100 &convenience sampling technique is used.

VARIABLESDependent variable are consumer attitude towardadvertisement, brand, purchasing behavior &brand recall, while dependent variables are visuals,melody, language, lyrics, & symbols.

DATA ANALYSIS METHOD

The collected data was analyzed through frequencyanalysis & cross tabulation method.

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HYPOTHESES TESTING

Hypothesis-1Consumer perception about the cooking oil changes

due to visual message and symbols in advertisement.

2. Visuals shown in advertising jingles of

cooking oil affects your attitude towards the

brand.

Highly

Agree

Just

Agree

Neither

Agree

Nor

Disagree Highly

Disagree

8 10 6 4 5 33

6.3 11.2 6.9 4.6 4 33

8.00% 10.00% 6.00% 4.00% 5.00% 33.00%

5 14 7 5 1 32

6.1 10.9 6.7 4.5 3.8 32

5.00% 14.00% 7.00% 5.00% 1.00% 32.00%

4 7 5 3 5 24

4.6 8.2 5 3.4 2.9 24

4.00% 7.00% 5.00% 3.00% 5.00% 24.00%

2 2 1 1 0 6

1.1 2 1.3 0.8 0.7 6

2.00% 2.00% 1.00% 1.00% 0.00% 6.00%

0 1 2 1 1 5

1 1.7 1.1 0.7 0.6 5

0.00% 1.00% 2.00% 1.00% 1.00% 5.00%

19 34 21 14 12 100

19 34 21 14 12 100

19.00% 34.00% 21.00% 14.00% 12.00% 100.00%

Total

2. Visuals shown in advertising jingles of cooking oil affects your attitude towards the brand. *15.

Symbols used in jingles affect your purchasing behavior. Cross tabulation.

15. Symbols used in jingles affec t your

purchasing behavior.

Total

Highly Agree

Just Agree

Neither

Agree Nor

Disagree

Disagree

Highly

Disagree

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Hypothesis-2

H2 Consumer attitude about the cooking oil

change due to lyrics and melody used in jingle.

Highly

Agree

Just

Agree

Neither

Agree

Nor

Disagree

Disagree Highly

Disagree

Count 5 12 5 0 2 24

Expected

Count

9.1 8.9 3.1 1.2 1.7 24

% of

Total

5.00% 12.00% 5.00% 0.00% 2.00% 24.00%

Count 14 11 4 2 0 31

Expected

Count

11.8 11.5 4 1.6 2.2 31

% of

Total

14.00% 11.00% 4.00% 2.00% 0.00% 31.00%

Count 11 6 3 2 1 23

Expected

Count

8.7 8.5 3 1.2 1.6 23

% of

Total

11.00% 6.00% 3.00% 2.00% 1.00% 23.00%

Count 7 8 1 0 2 18

Expected

Count

6.8 6.7 2.3 0.9 1.3 18

% of

Total

7.00% 8.00% 1.00% 0.00% 2.00% 18.00%

Count 1 0 0 1 2 4

Expected

Count

1.5 1.5 0.5 0.2 0.3 4

% of

Total

1.00% 0.00% 0.00% 1.00% 2.00% 4.00%

Count 38 37 13 5 7 100

Expected

Count

38 37 13 5 7 100

% of

Total

38.00% 37.00% 13.00% 5.00% 7.00% 100.00%

Total

12. Melody of jingle makes you recall the brand. *8. Lyrics of jingles make you

recall the brand. Cross tabulation.

8. Lyrics of jingles make you recall the brand. Total

12. Melody

of jingle

makes you

recall the

brand.

Highly

Agree

Just

Agree

Neither

Agree

Nor

Disagree

Disagree

Highly

Disagree

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Hypothesis-3

Consumer attitude about the cooking oil changes

due lyrics and language used in advertisement.

Highly

Agree

Just

Agree

Neither

Agree

Nor

Disagree Disagree

Highly

Disagree

Count 13 6 3 5 0 27

Expected

Count

5.9 6.5 7.6 5.7 1.4 27

% of

Total

13.00% 6.00% 3.00% 5.00% 0.00% 27.00%

Count 4 12 10 6 1 33

Expected

Count

7.3 7.9 9.2 6.9 1.7 33

% of

Total

4.00% 12.00% 10.00% 6.00% 1.00% 33.00%

Count 1 2 12 7 3 25

Expected

Count

5.5 6 7 5.3 1.3 25

% of

Total

1.00% 2.00% 12.00% 7.00% 3.00% 25.00%

Count 0 2 3 2 0 7

Expected

Count

1.5 1.7 2 1.5 0.4 7

% of

Total

0.00% 2.00% 3.00% 2.00% 0.00% 7.00%

Count 4 2 0 1 1 8

Expected

Count

1.8 1.9 2.2 1.7 0.4 8

% of

Total

4.00% 2.00% 0.00% 1.00% 1.00% 8.00%

Count 22 24 28 21 5 100

Expected

Count

22 24 28 21 5 100

% of

Total

22.00% 24.00% 28.00% 21.00% 5.00% 100.00%

Total

5. Lyrics of jingles affect your attitude towards the advertisement. *17. Language

used in jingles affect your attitude towards the advertisement. Cross tabulation.

17. Language used in jingles affect your attitude

towards the advertisement

Total

5. Lyrics of

jingles

affect your

attitude

towards the

advertiseme

nt

Highly

agree

Just

Agree

Neither

Agree

Nor

Disagree

Disagree

Highly

Disagree

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