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Measuring the Advertising Effectiveness of Surf Excel (HUL) and Its Effect on Consumer Buying

Behavior

BY

Vipul Kohli

Enroll No. - 8nbma001

A Report submitted in partial fulfillment of the requirements of

THE MBA PROGRAM

(Class of 2009)

Under the guidance of

Miss Vandana Sharma

Faculty Marketing

2

A Thesis on


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GURGAON

ACKNOWLEDGMENT

I am grateful to all those who have helped me directly or indirectly in

company this project .I firmly believe that there is always scope for

improvement and accordingly. I shall take forward to receive

suggestions.

I exuberantly thankful to Miss Vandana Sharma who guides

me and help taking right direction in field work. I further welcome

inspiration and suggestion to make it best.

I sincerely believe that the road of improvement is

never ending. Hence I shall forward to end gratefully acknowledge all

suggestions received. My sincere apology is who helped me in a variety

of wage and whose name could not be individually acknowledged.

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Preface

Professional education is not perfect without fieldwork. Project it on

essential port of M.B.A. It make familiar to the student with current

market position .This report is a humble attempt to sketch the

advertising effectiveness of surf excel and its effects on consumer buying

behavior.

This project report will be helpful in analysis of perception of Customers

towards advertising of surf excel and also measure the effect on

consumer buying behavior. I am very thankful to Miss Vandana

Sharma (faculty guide) who allowed me to take my project in HUL

Gurgaon. I invite suggestion and convection with open heart for further

incorporation and improvement of this project report.

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TABLE OF CONTENT

Acknowledgements

Preface

List of Tables

Abbreviations

Summary

1. Introduction

1.1 Objectives1.2 Limitations1.3 Methodology

2. Advertising2.1 Introduction2.2 Medium of advertising

2.3 History of Advertising

3. Future of Advertising

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4. Company Profile

4.1 Introduction

4.2 Products of HUL4.3 Whos Who

5. Literature Review

5.1 Overview

6. Research & Methodology

6.1 Data Collection and Procedure

6.2 Sampling

6.3 Variables

6.4 Questionnaire Testing

7. Empirical Analysis

8. Findings & Observations

9. Conclusion and Suggestions

10. Appendices

11. References

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List of Tables

1. Table 1 with Bar Chart

34

2. Table 2 with Pie Chart

35

3. Table 3 with Bar Chart 36

4. Table 4 with Pie Chart 37

5. Table 5 with Pie Chart

38

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10. Table 10 with Column Chart43

Abbreviations

NFR Need for recognition

i.e. That is

B2B Business to business

B2C Business to consumer

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Mktg Marketing

Mkt Market

Ad Advertisement

WWW World Wide Web

CPC Cost Per Click (online advertising)

IAB Internet Advertising Bureau

Summary

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This project is mainly based on first hand observation in the market, the

way customers perceive the various advertisements and in way it effects

their buying behavior.

The Study which I had done in this was about to analyze theadvertising effectiveness of Surf Excel and its effect on consumer buying

behavior. First of all I had to go with some past studies which are called

Literature review to know the way of completing the project or some

valuable ideas regarding my studies.

After literature review, I came to know that what variable I should include in

my study, considering those variables I prepared the questionnaire to knowthe desired results and checked it with one small sample i.e. 10people.

During testing the questionnaire, I came to know some points which i had to

change in the questionnaire to put off the confusion of the respondents.

Then I collected the data of 50 people using convenient sampling.

Information was collected related to the effect of advertising on consumer

buying behavior with the help of a questionnaire.

Then I summarized all the data, and test it with questionnaire on Likert

Scale. I made all the calculations with the help of EXCEL 2007.

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INTRODUCTION

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Objectives of Study

The main aim of undertaking this study is to accomplish the followingobjective:

To study the consumer buying behavior.

To study the impact of advertising of surf excels on consumer buying

behavior.

Conducting a market survey and understanding thecustomer perception.

Analysis of customer awareness of product.

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Limitations of Study

Though the present study aimed to achieve the above-mentioned objectives in full earnest and accuracy, it washampered due to certain limitations. Some of the limitations of this study may be summarized as follows:

Presence of various advertising medium.

It may be possible that the same tools are being used by the differentcompanies.

Time was a major limiting factor and it was very tough to get the timeof the survey and other activities because of the study.

Unwillingness on the part of few respondents to disclose theinformation.

Getting accurate responses from the respondents due totheir inherent problems was difficult. They were partial,and refused to cooperate.

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Methodology

The objective of the present study can be accomplished by conducting a

systematic market survey. Market Research is a systematic design,

collection, analysis and reporting of data and finding that are relevant to

different market situation facing by the company. I had to know the

advertising effectiveness of Surf Excel and its effect on consumer buying

behavior. I prepared one questionnaire, which I tested with 10 people data;it also helped me to rectify the questionnaire where some questions were

confusing the respondents.

For this synopsis, the fit with a quantitative study is better because of the

need for several different views on the questions and to decrease the factor

of that different people think differently. For quantitative, the corresponding

are; structured observations, interviews and surveys, and attitude scaling.

I used the convenience sampling method to collect the data. First of all, I

interact with them and find out 50 such customers who use the Surf Excel in

daily life.

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Advertising

Is a form of communication used to influence individuals topurchase products or services or support political candidates or ideas.Frequently it communicates a message that includes the name of theproduct or service and how that product or service could potentially benefitthe consumer. Advertising often attempts to persuade potential customersto purchase or to consume a particular brand of product or service.

Medium of Advertising

Magazines : Print advertising describes advertising in a printedmedium such as a newspaper, magazine, or trade journal. Thisencompasses everything from media with a very broad readershipbase, such as a major national newspaper or magazine, to morenarrowly targeted media such as local newspapers and trade journalson very specialized topics. A form of print advertising is classified

advertising, which allows private individuals or companies to purchasea small, narrowly targeted ad for a low fee advertising a product orservice.

Television : The TV commercial is generally considered the mosteffective mass-market advertising format, as is reflected by the highprices TV networks charge for commercial airtime during popular TVevents. The annual Super Bowl football game in the United States isknown as the most prominent advertising event on television. Themajorities of television commercials feature a song or jingle thatlisteners soon relate to the product.

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Radio : Radio advertising is a form of advertising via the medium of radio. Radio advertisements are broadcasted as radio waves to the airfrom a transmitter to an antenna and a thus to a receiving device.Airtime is purchased from a station or network in exchange for airingthe commercials.

Billboards : Billboards are large structures located in public placeswhich display advertisements to passing pedestrians and motorists.Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed inany location with large amounts of viewers, such as on mass transitvehicles and in stations, in shopping malls or office buildings, and instadiums.

Online advertising: Online advertising is a form of promotion thatuses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads on search engine resultspages, banner ads, Rich Media Ads, Social network advertising, onlineclassified advertising, advertising networks and e-mail marketing,including e-mail spam.

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History of Advertising

Egyptians used papyrus to make sales messages and wall posters.Commercial messages and political campaign displays have been found in

the ruins of Pompeii and ancient Arabia. Lost and found advertising onpapyrus was common in Ancient Greece and Ancient Rome. Wall or rockpainting for commercial advertising is another manifestation of an ancientadvertising form, which is present to this day in many parts of Asia, Africa,and South America. In the 17th century advertisements started to appear inweekly newspapers in England. These early print advertisements were usedmainly to promote books and newspapers, which became increasinglyaffordable with advances in the printing press and medicines, which wereincreasingly sought after as disease ravaged Europe. At the turn of thecentury, there were few career choices for women in business; however,

advertising was one of the few. Since women were responsible for most of the purchasing done in their household, advertisers and agencies recognizedthe value of women's insight during the creative process. In the early1920s, the first radio stations were established by radio equipmentmanufacturers and retailers who offered programs in order to sell moreradios to consumers. As time passed, many non-profit organizationsfollowed suit in setting up their own radio stations, and included: schools,clubs and civic groups. When the practice of sponsoring programs waspopularized, each individual radio program was usually sponsored by asingle business in exchange for a brief mention of the business' name at thebeginning and end of the sponsored shows. However, radio station ownerssoon realized they could earn more money by selling sponsorship rights insmall time allocations to multiple businesses throughout their radio station'sbroadcasts, rather than selling the sponsorship rights to single businessesper show. This practice was carried over to television in the late 1940s andearly 1950s. In the early 1950s, the Dumont Television Network began themodern trend of selling advertisement time to multiple sponsors. The late1980s and early 1990s saw the introduction of cable television andparticularly MTV.

Pioneering the concept of the music video, MTV ushered in a new type of advertising: the consumer tunes in for the advertising message, rather than

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Global Advertising: Advertising has gone through five major stages of development: domestic, export, international, multi-national, and global.For global advertisers, there are four, potentially competing, businessobjectives that must be balanced when developing worldwide advertising:building a brand while speaking with one voice, developing economies of scale in the creative process, maximizing local effectiveness of ads, andincreasing the companys speed of implementation. Born from theevolutionary stages of global marketing are the three primary andfundamentally different approaches to the development of global advertisingexecutions: exporting executions, producing local executions, and importingideas that travel.

Some Examples of Advertising was showed in 19s and 18sA Coca-Cola ad from the 1890s

Edo period advertising flyer from 1806 for a traditional medicine called Kinseitan

An 1895 advertisement for a weight gain product.

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A print advertisement for the 1913 issue of the Encyclopedia Britannica

Advertisement for "Murad" Turkish cigarettes 1918

Dove Evolution in a 2006 Commercial

Money spent on advertising has increased in recent years. In 2007,spending on advertising was estimated at more than $150 billion in theUnited States and $385 billion worldwide and the latter to exceed $450billion by 2010. Many people are now looking for less costly forms of

advertising, as well as more effective forms of advertising.

Company Profile

Fast Moving Consumer Goods (FMCG) goods are popularly named asconsumer packaged goods. Items in this category include all consumables(other than groceries/pulses) people buy at regular intervals. The mostcommon in the list are toilet soaps, detergents, shampoos, toothpaste,

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shaving products, shoe polish, packaged foodstuff, and householdaccessories and extends to certain electronic goods

The FMCG sector is the fourth largest sector of Indianeconomy. The Indian rural market with its vast size and demand base offersa huge opportunity for investment. Rural India has a large consuming classwith 41 per cent of Indias middle-class and 58 per cent of the totaldisposable income. It has a strong MNC presence and is characterized by awell established distribution network, intense competition between theorganized and unorganized segments and low operational cost.The top mostplayers in this sector are:

1. Hindustan Unilever Limited

2. ITC

3. Asian Paints

4. Proctor And gamble

5. Cadbury India

Is one of the earliest MNCs to have entered India. It wasin the summer of 1888 that Unilever of England first

marketed Sunlight soap in INDIA. In 1931, Unilever set up its first Indiansubsidiary, Hindustan Vanaspati Manufacturing Company, followed by LeverBrothers India Limited (1933) and United Traders Limited (1935). Thesethree companies merged to form HUL in November 1956.

HULs business activities are divided into four broad areas:1. Home and personal care (personal wash, home care, skin care, hair

care, deodorants and talcs, cosmetics)

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2. Foods (tea, coffee, branded staples, ice creams, Modern Foodsranges)

3. New Ventures (Hindustan Lever Network, Ayush ayurvedic productsand services, Pureit water purifiers)

4. Exports (HPC, beverages, marine products, rice)

Surf Excel

Surf Excel, launched in 1954, is one of the oldestdetergent powders in India. Initially, the brand waspositioned on the clean proposition of washes whitest.However, with the emergence of numerous local detergent manufacturersand the entry of other global brands,

A pioneer in the Indian detergent powder market, Surf Excel has constantlyupgraded itself over the years, to answer the constantly changing washingneeds of the Indian homemaker. Today Surf Excel offers outstanding

Stain removal ability on a wide range of stains. This means that mothersnow have the freedom to let their kids experience life without worryingabout stains.

Surf Excel quick wash is powered with a path-breaking technology- itreduces water consumption and time taken for rinsing by 50%. It is asignificant benefit, given the acute water scarcity in most of India.

Surf Excel is available in 3 variants: Surf Excel Blue, Surf Excel QuickWash and Surf Excel Automatic . So whatever is the need, Surf Excelhai Na.

WHOS WHO

Directors of the company Harish Manwani

Dhaval Buch

D.S. Parekh

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C.K. Prahalad

CEO& Managing Director Nitin Pranjpe

Chief Financial Officer Mr. R. Sridhar

Executive Director Mr. Shreejit Mishra (Foods)

Mr. Gopal Vittal

Mr. Ashok Gupta (Legal)

Ms Leena Nair (H.R.)

Review of Literature

I have gone through several studies through journal available inthe campus library; from them I got the idea that how should Iproceed. It was very helpful to me because it was my first timewith such kind of research study regarding investors perceptionabout advisory services, so I didnt know that what variables I

should include in my study. What tests can I do to make it fruitful.How should I collect the data regarding these variables.

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These literatures gave me a lot of references to handle theforthcoming problems and I came to know the variables whichdetermine the customer perception about the various medium of

advertisement on consumer buying behavior.. This study also told me that which test I had to do, because I hadto do a comparative study also regarding customers perceptionso I had to choose those variables which determine the bestadvertisement media.

So these literature reviews have helped me a lot because withoutthat I was unable to find out the variables and the testingmethods. Any such study I didnt get but I got the study oncustomers perception about vishal mega mart and its impact onshopping behavior which also give some important things that Ihave mentioned above.

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Research and Methodology

Data Collection Procedure

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Communication, asking questions and receiving a response in person

Visiting the organization, libraries, internet and also preparation of the

questionnaire with the help of the project guide

The primary data has been analyzed with the help of five point rating

scale method. In the five points rating the employees have chosen from

options such as Strongly Agree, Agree, Neither Agree nor Disagree,

Disagree, Strongly Disagree.

5 = Strongly Agree; 4 = Agree; 3 = neither Agree nor Disagree; 2 =

Disagree; 1 = Strongly Disagree

The ratings provided by the respondents have been converted into

mean scores and ranked accordingly. Graphs and tables have also been

used for analyzing the data.

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Types of non-probability samples

There are three main types of non-probability samples:

Judgment Sampling

Convenience Sampling and

Quota samples

Type of Sampling adopted under study: Convenience sampling

A sample of convenience is the terminology used to describe a sample in which

elements have been selected from the target population on the basis of their

accessibility or convenience to the researcher.

Convenience samples are sometimes referred to as accidental samples for the

reason that elements may be drawn into the sample simply because they just

happen to be situated, spatially or administratively, near to where the researcher is

conducting the data collection.

The main assumption associated with convenience sampling is that the members

of the target population are homogeneous. That is, that there would be no

difference in the research results obtained from a random sample, a nearby sample,

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a co-operative sample, or a sample gathered in some inaccessible part of the

population.

Variables :

Variables are of two types: Dependent variables and independent variables

refer to values that change in relationship to each other.

Dependent Variables: The dependent variables are those that are

observed to change in response to the independent variables.

Independent Variables : The independent variables are those that are

deliberately manipulated to invoke a change in the dependent variables.

Dependent Variable under study

Consumer Buying Behavior

Independent Variable under study

Advertising effectiveness tools

Newspaper Magazine

Internet

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Television

Hoardings

Questionnaire Testing :Once the questionnaire was prepared it was filled by at least 20 clients due

to whom a number of mistakes were identified in the questionnaire.

Problems which were overcome in revised questionnaire:

Contradictory questions were eliminated so as to remove any kind of

misunderstanding and confusion in understanding the objective of

taking the information.

Conditions were given so as to make a client convenient in answering

the correct question as per our requirements.

Options were changed so as to make the data analysis easy and

convenient and the problem faced by the clients in verbalizing the

information to be provided can be eliminated.

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Language of the questions was simplified so that clients can easily

understand and answer them appropriately.

Then I collected the data of 50 people through Convenience sampling and

now I had to present this data as per the given frequency, which I had

collected through questionnaire. Refer page no. 33

Empirical Analysis

Serial No. Questions Respondents options

StronglyAgree

Agree

NeitherAgreeNorDisagree

Disagree

StronglyDisagree

1. You mostly getinfluenced by thepositive messagesshown in ads

20 10 10

2. You mostly getinfluenced by thenegative messagesshown in ads

5 5 5 25

3. I consider television as 20 15 5

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the most trustablemedia for buying surfs

4. I am mostly influencedby the lady celebrity inthe ads for surfs

15 10 10 5

5. Banners hoardingsrelated to surf oftenpersuades me to makea purchase

10 10 10 10

6. I am usually influencedby the ads given inmagazines about surf

10 10 20

7. The type of animationused in surf ads helpsme in purchasing

10 10 15 5

8. The comparative adsshown during the surf ads makes a goodimpact in buying aproduct

15 15

10

9. Window display designsof the retail outletsselling surfs attracts me

to purchase a product

20 20

10.I quite often remember theads shown on internet whilemaking purchase especiallyrelated to fmcg products likesurf

20 10 10

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SerialNo.

Calculations Ranking

1. 5*20+4*10+3*10+2*0+1*0

=170

1

2. 5*5+4*5+3*5+2*25+1*0=110

6

3. 5*15+ 4*15+3*0+2*5+ 1*5=150

3

4. 5*15+4*10+3*10+ 2*5+1*0=125

5

5. 5*0+4*10+3*10+2*10+1*10=100

8

6. 5*0+4* 0+3*10+2*10+1*20=70

10

7. 5*0+4*10+3*10+2*15+1*5=105

7

8. 5*15+4*15+3*0+2*10+1*0=155

2

9. 5*0+4*0+3*20+2*0+ 1*20=80

9

10. 5*0+4*20+3*10+2*10+1*0=130

4

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Findings and Observations

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You mostly get influenced by the positive messages shown in adds

Table -1

Rating RespondentPercentages

5 50%

4 25%

3 25%

2 0

1 0

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You mostly get influenced by the negative messages shown in ad

Table-2

Rating Respondent

Percentages5 12.5%

4 12.5%

3 12.5%

2 62.5%

1 0

I consider television as the most trustable media for buying surf

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Table-3


5 50%

4 37.5%

3 0

2 12.5%

1 0

I am mostly influenced by the lady celebrity in the ads for surfs

Table-4


5 37.5%

4 25%

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3 25%

2 12.5%%

1 0

Banners hoardings related to surf often persuades me to make a purchase

Table-5

Rating Respondent

Percentages5 0

4 25%

3 25%

2 25%

1 25%

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I am usually influenced by the ads given in magazines about surf

Table-6


5 0

4 0

3 25%

2 25%1 50

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The type of animation used in surf ads helps me in purchasing

Table-7


5 0

4 25%

3 25%

2 37.5%

1 12.5%

The comparative ad shown during the surf ads makes a good impact inbuying a product

Table-8


5 37.5%

4 37.5%

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3 0

2 25%

1 0

Window display designs of the retail outlets selling surfs attracts me topurchase a product

Table-9


5 0

4

3 50%

2 0

1 50%

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I quite often remember the ads shown on internet while making purchaseespecially related to fmcg products like surf

Table-10


5 04 50%

3 25%

2 25%

1 0

CONCLUSION

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As my topic is measuring the advertising effectiveness of surf excel (H.U.L)

and its effect on consumer buying behavior.

Analyze, so after doing some calculation, I reached on this conclusion that

Positive message framing helps in influencing the buying behavior of

customer. There was a high correlation between the advertisement shown

on television and the consumer buying behavior. So we can say that those

people who see surf advertisement on television has more effect on

consumer buying behavior and will most probably buy that product.

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APPENDICES

QUESTIONNAIRE

Name ____________ Gender Male Female

Age

Occupation Service Business StudentHose Wife

Scoring Key:5 Strongly Agree 4 Agree

3 Neither Agree nor Disagree 2 Disagree

1 Strongly Disagree

Serial No. Questions Respondents options

StronglyAgree

Agree

NeitherAgreeNorDisagree

Disagree

StronglyDisagree

1. You mostly get influenced by

the positive messages shown inads.2. You mostly get influenced bythe negative messages shown inads.

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3. I consider television as themost trustable media for buyingsurfs.4. I am mostly influenced by thelady celebrity in the ads forsurfs.

5 Banners hoardings related tosurf often persuades me tomake a purchase6. I am usually influenced by theads given in magazines aboutsurf.7. The type of animation used insurf ads helps me in purchasing.8. The comparative ads shownduring the surf ads make a goodimpact in buying a product.9. Window display designs of the retail outlets selling surfsattract me to purchase aproduct.10. I quite often remember theads shown on internet whilemaking purchase especiallyrelated to fmcg products likesurf.

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References

Lohtia Ritu The Impact of Content and Design Elements on BannerAdvertising Click-through Rates (Journal of Advertising Research) vol2007

Harari Teenj Tali The importance of product involvement forpredicting advertising effectiveness among young people (International Journal of Advertising,) vol 2008

Robinson Helen Internet advertising effectiveness : The effect of design on click-through rates for banner ads (International

Journal of Advertising) vol 2007

Journals Referred

Journals of Marketing

Books

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Business Research method

Marketing Management (Icfai)

Websites

www. hul .co.in

Moneycontrol.com

surfexcel .in

www.icmrindia.org
http://www.hul.co.in/http://www.hul.co.in/http://www.hul.co.in/http://www.hul.co.in/http://www.icmrindia.org/http://www.icmrindia.org/http://www.hul.co.in/

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