A project report on advertising effectiveness of cold drinks

A project report on advertising effectiveness of cold drinks — Document Transcript

1. Projectsformba.blogspot.com A PROJECT REPORT ON
―STUDY OF ADVERTISING EFFECTIVENESS OF COLD-
DRINKS IN BHOPAL‖ SUBMITTED FOR THE PARTIAL
FULFILLMENT OF MASTER OF BUSINESS
ADMINISTRATION SUBMITTED TO:GUIDED BY:
SUBMITTED BY: MILLENNIUM INSTITUTE OF TECH. &
SCIENCE BARKATULLAH UNIVERSITY, BHOPAL YEAR
2010Projectsformba.blogspot.com 1

2. Projectsformba.blogspot.com A PROJECT REPORT ON
―STUDY OF ADVERTISING EFFECTIVENESS OF COLD-
DRINKS IN BHOPAL‖ SUBMITTED FOR THE PARTIAL
FULFILLMENT OF MASTER OF BUSINESS
ADMINISTRATION SUBMITTED BY Under the Guidance Of:
FROM MILLENNIUM INSTITUTE OF TECH. & SCIENCE
BARKATULLAH UNIVERSITY, BHOPAL YEAR

3. Projectsformba.blogspot.com ACKNOWLEDGEMENTIt gives
me immense pleasure to present this project report on entitled
―STUDY OFADVERTISING EFFECTIVENESS OF COLD-
DRINKS IN BHOPAL‖ in partialfulfillment of post-graduate course
M.B.A.I take this opportunity to place on record my grateful thanks
and gratitude to allthose who gave me valuable advice and inputs for
my study. My study could nothave been completed if I had not been
able to get the reference materials from thecompany.I would be
failing in my duty if I do not express my deep sense of gratitude
toMiss. SHAZIA QURESHI without her guidance it wouldn‘t have

been possiblefor me to complete this project
work.Projectsformba.blogspot.com 3

4. Projectsformba.blogspot.com DECLARATIONI,
………………… Student of M.B.A. IV Sem from
MILLENNIUMINSTITUTE OF TECH. & SCIENCE, BHOPAL,
Bhopal, declare that theproject work entitled ―STUDY OF
ADVERTISING EFFECTIVENESS OF COLD-DRINKS IN
BHOPAL‖ was carried by me in the partial fulfillment of MBA
programunder the University of Bhopal.This project was undertaken
as a part of academic curriculum according to theUniversity rules
and norms and it has not commercial interest and motive. It is
myoriginal work. It is not submitted to any other organization for
any other purpose.Projectsformba.blogspot.com 4

5. Projectsformba.blogspot.com PREFACEThe research provides an
opportunity to a student to demonstrate application ofhis/her
knowledge. Skill and competencies required during the technical
session.Research also helps the student to devote his /her skill to
analyze the problem tosuggest alternative solution, to evaluate them
and to provide feasiblerecommendations on the provided
data.Although I have tried my level best to prepare this report an
error free report everyeffort has been made to offer the most
authenticate position with accuracy.Projectsformba.blogspot.com 5

6. Projectsformba.blogspot.com CERTIFICATEThis is to certify that
the AMRENDRA SINGH has completed project on Entitled―
STUDY OF ADVERTISING EFFECTIVENESS OF COLD-
DRINKS INBHOPAL‖hich is based on data collected by
researcher.This report is completed under my supervision. It is only
for academic purpose andis a bonafide work done by
research.Projectsformba.blogspot.com 6

7. Projectsformba.blogspot.com INDEX 1. Introduction of
advertising effectiveness 2. Introduction of advertising campaign 3.
Research methodology A. Research design B. Data collection C.
Sampling design D. Sampling technique E. Sampling size F. Area of
study 4. Market profile 5. Data analysis and interpretation 6. Finding
7. Conclusion 8. Limitation 9. Suggestion 10.Bibliography
11.QuestionnairesProjectsformba.blogspot.com 7

8. Projectsformba.blogspot.com .
INTRODUCTIONProjectsformba.blogspot.com 8

9. Projectsformba.blogspot.comINTRODUCTION OF
ADVERTISING EFFECTIVENESSThe objectives of all business
are to makes profits and a merchandising concerncan do that by
increasing its sales at remunerative prices. This is possible, if
theproduct is widely polished to be audience the final consumers,
channel membersand industrial users and through convincing
arguments it is persuaded to buy it.Publicity makes a thing or an idea
known to people. It is a general term indicatingefforts at mass
appeal. As personal stimulation of demand for a product service
orbusiness unit by planting commercially significant news about it in
a publishedmedium or obtaining favourable presentation of it upon
video television or stagethat is not paid for by the sponsor. On the
other hand, advertising denotes a specific attempt to popularize
aspecific product or service at a certain cost. It is a method of
publicity. It alwaysintentional openly sponsored by the sponsor and
involves certain cost and hence ispaid for. It is a common form of
non- personal communication about anorganisation and or its
products idea service etc. that is transmitted to a targetaudiences
through a mass medium. In common parlance the term publicity
andadvertising are used synonymously.Projectsformba.blogspot.com
9

10. Projectsformba.blogspot.comWHAT IS ADVERTISING? The
word advertising is derived from the Latin word viz, "advertero"
"ad"meaning towards and "verto" meeting towards and "verto"
meaning. "I turn"literally specific thing". Simply stated advertising is
the art "says green." Advertising is a generalterm for and all forms of
publicity, from the cry of the street boy sellingnewspapers to the
most celebrate attention attracts device. The object always is tobring
to public notice some articles or service, to create a demand to
stimulatebuying and in general to bring logethel the man with
something to sell and the manwho has means or desires to buy".
Advertising has been defined by different experts. Some of the
quoteddefinition are : American marketing association has defined
advertising as "any paid formof non personal presentation and
promotion of ideas, goods or services by anidentified sponsor. The
medium used are print broad cast and direct. Stanton deserves that
"Advertising consists of all the activities involved inpresenting to a
group a non- personal, oral or visual openly, sponsored
messageregarding a product, service, or idea. This message called an
advertisement isdisseminated through one or more media and is paid
for by the identified sponsor.Projectsformba.blogspot.com 10

11. Projectsformba.blogspot.com Advertising is any paid form of
non – personal paid of presentation of ideasgoods or services by an
identified sponsor. Advertising is a "non- personal paid message of
commercial significanceabout a product, service or company made
to a market by an identified sponsor. In developing an advertising
programme, one must always start byidentifying the market needs
and buyer motives and must make five majordecisions commonly
referred as 5M (mission, money message, media andmeasurement)
of advertising.Basic Features of Advertising On the basis of various
definitions it has certain basic features such as :1. It is a mass non-
personal communication.2. It is a matter of record.3. It persuades

buyers to purchase the goods advertised.4. It is a mass paid
communication.5. The communication media is diverse such as print
(newspapers and magazines)6. It is also called printed salesmanship
because information is spread by means of the written and printed
work and pictures so that people may be induced to act upon
it.Projectsformba.blogspot.com 11

12. Projectsformba.blogspot.comFUNCTIONS OF ADVERTISING
For many firms advertising is the dominant element of the
promotional mix –particulars for those manufacturers who produce
convenience goods such asdetergent, non – prescription drugs,
cosmetics, soft drinks and grocery products.Advertising is also used
extensively by maters of automobiles, home appliances,etc, to
introduce new product and new product features its uses its
attributes, ptavailability etc. Advertising can also help to convince
potential buyers that a firms productor service is superior to
competitors product in make in quality, in price etc. it cancreate
brand image and reduce the likelihood of brand switching even
whencompetitors lower their prices or offer some attractive
incentives. Advertising is particularly effective in certain other
spheres too such as :i) When consumer awareness of products or
service is at a minimum.ii) When sales are increasing for all terms in
an industry.iii) When a product is new and incorporates
technological advance not strong and.iv) When primary buying
motive exists.Projectsformba.blogspot.com 12

13. Projectsformba.blogspot.comIt performance the following
functions :i) Promotion of salesii) Introduction of new product
awareness.iii) Mass production facilitationiv) Carry out researchv)
Education of people.TYPES OF ADVERTISING Broadly speaking,
advertising may be classified into two categories viz.,product and
institutional advertising.a) Product Advertising The main purpose of

such advertising is to inform and stimulate the marketabout the
advertisers products of services and to sell these. Thus type
ofadvertising usually promote specific, trended products in such a
manner as to makethe brands seam more desirable. It is used by
business government organizationand private non-business
organizations to promote the uses features, images andbenefits of
their services and products. Product advertising is sub-divided
intodirect action and indirect action advertising, Direct action
product advertisingwages the buyer to take action at once, ice he
seeks a quick response to theadvertisement which may be to order
the product by mail, or mailing a coupon, orhe may promptly
purchase in a retail store in response to prince reduction
duringclearance sale.Projectsformba.blogspot.com 13

14. Projectsformba.blogspot.com Product advertising is sub-divided
into direct & indirect action advertising &product advertising aims at
informing persons about what a products is what itdoes, how it is
used and where it can be purchased. On the other hand
selectiveadvertising is made to meet the selective demand for a
particular brand or type isproduct.b) Institutional Advertising : It is
designed to create a proper attitude towards the sellers to build
companyimage or goodwill rather than to sell specific product or
service. Its purpose is tocreate a frame of mind and to implant
feeling favourable to the advertiserscompany. Its assignment is to
make friends for the institution or organization. It is sub-divided into
three categories : patronage, public, relations andpublic service
institutional advertising.i) In patronage institutional advertising the
manufacturer tells his prospects and customer about himself his
policies and lives personnel. The appeals to the patronage motivation
of buyers. If successful, he convince buyers that his operation
entitles him to the money spent by them.ii) Public relations
institutional advertising is used to create a favourable image of the

firm among employees, stock-holders or the general public.iii)
Public service institutional advertising wages public support.c) Other
Types :Projectsformba.blogspot.com 14

15. Projectsformba.blogspot.com The other types are as follows : i)
Consumer advertising ii) Comparative advertising iii) Reminder
advertising iv) Reinforcement advertisingADVERTISING
OBJECTIVES The long term objectives of advertising are broad and
general, and concernthe contribution advertising should make to the
achievement of overall companyobjectives. Most companies regard
advert singly main objective as hat of provingsupport to personal
selling and other forms of promotion. But advertising is ahighly
versatile communications tools and may therefore by used for
achievingvarious short and long term objectives. Among these
objectives are the following :1. To do the entire selling job (as in
mail order marketing).2. To introduce a new product (by building
brand awareness among potential buyers).3. To force middlemen to
handle the product (pull strategy).4. To build brand preference 9by
making it more difficult for middleman to sell substitutes).5. To
remind users to buy the product (retentive
strategy).Projectsformba.blogspot.com 15

16. Projectsformba.blogspot.com6. To publicize some change in
marketing strategy (e.g., a price change, a new model or an
improvement in the product).7. To provide rationalization (i.e.
Socially acceptable excuses).8. To combat or neutralize competitors
advertising.9. To improve the moral of dealers and/or sales people
(by showing that the company is doing its share of promotion).10.
To acquaint buyers and prospects with the new uses of the product
(to extend the PLC).BENEFITS The functions of advertisement, and
that purpose its ethics, may bediscussion below :1. It leads to
cheaper prices. "No advertiser could live in the highly competitive

arena of modern business if his methods of selling were more costly
than those of his rivals."2. It acquaints the public with the features of
the goods and advantages which buyers will enjoy.3. It increases
demand for commodities and this results in increased production.
Advertising : a) Creates and stimulates demand opens and expands
the markets; b) Creates goodwill which loads to an increase in sales
volume;Projectsformba.blogspot.com 16

17. Projectsformba.blogspot.com c) Reduces marketing costs,
particularly product selling costs. d) Satisfied consumer demands by
placing in the market what he needs.4. It reduces distribution
expenses in as much as it plays the part of thousands of salesman at a
home. Information on a mass scale relieves the necessity of
expenditure on sales promotion staff, and quicker and wider
distribution leads to diminishing of the distribution costs.5. It ensures
the consumers better quality of goods. A good name is the breath of
the life to an advertiser.6. By paying the way for large scale
production and increased industrialization, advertising contributes its
quota to the profit of the companies the prosperity of the shareholder
the uplifts of the wage earners and the solution of he unemployment
problem.7. It raises the standard of living of the general public by
impelling it to use to articles of modern types which may add to his
material well being. "Modern advertising has made the luxuries of
yesterday the necessities of today ..................... It is a positive
creative force in business. It makes two blades of grass grow in the
business world where one grew before.8. It establishes the goodwill
of the concern for the test articles produced by it and in course of
time they sell like not cakes consumer search for satisfaction of their
needs when they purchase goods what they want from its beauty,
superiority, economy, comfort, approval, popularity, power, safety,
convenience, sexual gratification and so on. The
manufacturesProjectsformba.blogspot.com 17

18. Projectsformba.blogspot.com therefore tries to improve this
goodwill and reputation by knowing the buyer behaviour. To sum up
it may be said that advertising aims at committing the producers,
educating the consumer, supplementing the salesman converting the
producer and the dealer to eliminate the competitor, but above all it
is a link between the produce and the consumer.WHY & WHEN TO
ADVERTISE Advertising as a tool to marketing not only reaches
those who buy , but alsothose whose opinions or authority is counted
for example a manufacturer of marbletiles and building boards
advertises not only to people who intend to build housesbut also to
architect and engineers. While the manufacturers of
pharmaceuticalsproducts advertise to doctors as well as to the
general public. At time it isnecessary for a manufacturer or a concern
to advertise things which it does not sellbut which when sold
stimulates the sales of its own product. There are concernslike
electric heaters, iron etc. because the use of these increases the
demand fortheir products. Advertising should be used only when it
promises to bring good result moreeconomically and efficiently as
compared to other means of selling. There aregoods for which much
time and efforts are required in creating a demand bysending
salesman to prospective buyers than by simply advertising them. In
theearly days of the cash register in America it was sold by specially
trained salesmanwho called on the prospective users and had the
difficult task of convincing themProjectsformba.blogspot.com 18

19. Projectsformba.blogspot.comthat they could no longer carry on
with the old methods, and that they urgentlyneeded a cash register.
In our country certain publishers have found it less costly tosell their
books by sending salesman from house to house among
prospectivebuyers than to advertise them. In these two examples the
cost of creating demandwould be too high if attempted by
advertising alone under such circumstancesadvertising is used to

make the salesman acceptable to the people they call upon toincrease
the confidence of the public in the house. Naturals when there are
goodprofits competitors will be attracted and they should be kicked
out as and whensufficient capital is available by advertising on a
large scale. Immediate result maynot justify the increased
expenditure but it will no doubt secure future sales.DESIGNING
ADVERTISING CAMPAIGN: An advertising is an organized series
of advertising messages. It has beendefined as "a planned, co-
ordinate series of promotional efforts built around acentral theme
and designed to reach a specified goals." In other words, it is
anorderly planned effort consisting of related but self – contained
and independentadvertisements. The campaign may appear in one
more media . it has single themeor keynote idea and a single
objective or goal. Thus, "a unified theme of contentprovides
psychological continuity throughout the campaign while visual and
oralsimilarity provide physical continuity. In short run, all campaign
want pre-determined psychological reaction in the long run,
practically all campaigns havesales goal.The series of advertisements
used in the campaign must be integrated with thesales promotional
efforts and with the activities of the sales
force.Projectsformba.blogspot.com 19

20. Projectsformba.blogspot.comCampaign vary in length some may
run only for a few days, other for weeks, yetother for a season or the
entire year. Usually a range of 3 to 6 months includesmany
campaigns. Many factors influences campaign length such as
competitorsadvertising media, policies, seasonal falls curves of the
product involved, the sizeof the advertising funds, campaign
objectives and the nature of the advertisersmarketing
programme.OBJECTIVES OF CAMPAIGN The advertising
campaign, especially those connected with the consumersaims at
achieving these objectives : i) To announce a new product or

improve product. ii) To hold consumers patronage against intensified
campaign use. iii) To inform consumers about a new product use. iv)
To teach consumers how to use product. v) To promote a contest or a
premium offer. vi) To establish a new trade regional, and vii) To
help solve a coca regional problem.Projectsformba.blogspot.com 20

21. Projectsformba.blogspot.com The institutional advertising
campaign on the other hand, have these objectives. i) To create a
corporate personality or image. ii) To build a company prestige. iii)
To keep the company name before the public. iv) To emphasize
company services and facilities. v) To enable company salesman to
see top executive consistently when making sales calls, and vi) To
increase friendliness and goodwill towards the company. Developing
the campaign programmes. The advertising campaigns areprepared
by the advertising agencies, which work an behalf of their clients
whomanufacture product or service enterprises, which have services
to sell. The wordcampaign is used because advertising agencies
approach their task with a sumBlanca of military fanfare in which
one frequently hears words like target audiencelogistics, zero in and
tactics and strategy etc. The account executive co-ordinates the work
in a campaign. The creation ofan advertising campaign starts with an
exploration of consumers habits andpsychology in relation to the
product. This requires the services of statisticaltrained in survey
techniques and of others trained in social psychology.Statisticians
select samples for survey which are done by trained interviewers
whovisits individuals, included in the sample and ask question to
find out about theirtaste and habits.Projectsformba.blogspot.com 21

22. Projectsformba.blogspot.com This enquiry often leads to a
change in a familiar product. For instancebathing soap may come in
several new colours or cigarette in a new packet ortalcum powder in
another size. Such interviews are often quite essential to find out the

appeal of advertisingmessage for a product that would be most
effective with consumers. David Ogilvy describes a consumers
survey to find out the most meaningfulbenefit in which women are
interested when they buy a face cream. The largestpreference as
given to "Cleans deep into pores" followed in order of importance
byprevent dryness, "is a complete beauty treatment, recommended
by skin doctors"makes skin look younger contains estrogenic
hormones, pasteurized for purity,prevent skin form aging, smooth
our wrinkles ogilvy concludes, form this votingcome one of Helena
Rubinsteins most successful face creams. We christened itdeep
cleanser, thus, building the winning form into name of the product.
After getting the data the account executive puts together the
essentialelements of his clients brief, interprets the research findings
and draws up what hecalls the "advertising strategy".STAGE IN
ADVERTISING CAMPAIGN Several steps are required to
developed an advertising campaign the numberof stages and exact
order in which they are carried out may vary according to
anorganisations resources, the nature of its product and the types of
audiences to bereached. The major stages/step are :1. Identifying and
analyzing the advertising.2. Defining advertising
objects.Projectsformba.blogspot.com 22

23. Projectsformba.blogspot.com3. Creating the advertising
platform.4. Determining the advertising appropriation.5. Selection
media plan.6. Creating the advertising message.7. Evaluating the
effectiveness of advertising.8. Organizing of advertising campaign.1.
Identifying & Analyzing the Advertising target : Under this step it is
to decided as to whom is the firm trying to reach withthe message.
The advertising target is the group of people towards
whichadvertisements are aimed at four this purpose complete
information about themarket target i.e. the location and geographical
location of the people, thedistribution of age, income, sex,

educational level, and consumers attitudesregarding purchase and
use both of the advertising product and competingproducts is needed
with better knowledge of market target, effective
advertisingcampaign can be developed on the other hand, if the
advertising target is notproperly identified and analyzed the
campaign is does likely to be effective.2. Determining the
advertising objectives : The objectives of advertisement must be
specifically and clearly defined inmeasurable terms such as "to
communicate specific qualities about a particularsproduct to gain a
certain degree of penetration in a definite audience of a
givenProjectsformba.blogspot.com 23

24. Projectsformba.blogspot.comsize during a given period of time",
increase sales by a certain percentage orincrease the firms market
shares." The goals of advertising may be to : i) Create a favourable
company image by acquainting the public with the services offered
available to the employees and its achievements. ii) Create
consumers or distributor awareness by encouraging requests
providing information about the types of products sold; providing
information about the benefits to be gained from use of the
companys products or services; and indicating how product (or
services) can be used; iii) Encourage immediate sales by
encouraging potential purchasers through special sales contests,
getting recommendation of professional people about companys
products etc. iv) It secures action by the reader through associating
ideas, repetition of the same name in different contexts, immediate
action appeal.3. Creating the Advertising platform : An advertising
platform consists of the basic issues or selling points that
anadvertiser wishes to include in the advertising campaign. A single
advertisement inan advertising campaign may contain one or more
issues in the platform. Amotorcycle producers advertising platform
should contain issues which are ofimportance to consumers filling

and such issues also be those which thecompetitive product do not
posses.Projectsformba.blogspot.com 24

25. Projectsformba.blogspot.com4. Determining the Advertising
Appropriation: The advertising appropriation is the total amount of
money which marketerallocates. For advertising for a specific time
period. Determining the campaignbudget involves estimating now
much it will cost to achieve the campaignsobjectives. If the
campaign objectives are profit relating and stated quantitatively,then
the amount of the campaign budget is determined by estimating the
proposedcampaigns effectiveness in attaining them. If campaigns
object is to build aparticular type of company image, then there is
little basis for predicting either thecampaigns effectiveness or
determining the budget required.5. Selecting the Media : Media
selection is an important since it costs time space and money
variousfactors influence this selection, the most fundamental being
the nature of the targetmarket segment, the type of the product and
the cost involved. The distinctivecharacteristics of various media are
also important. Therefore management shouldfocus its attention on
media compatibility with advertising objectives. Media Form1. Press
Advertising or Printi) Newspapers City, Small town, Sundays, Daily,
weekly, Fortnightly, quarterlies, financial and annuals, English,
vernacular or regional languages.ii) Magazines General or special,
illustrated or otherwise, English, Hindi,Projectsformba.blogspot.com
25

26. Projectsformba.blogspot.com Regional language.iii) Trade &
Technical Journals, Industrial Circulated all over the country year
books, commercial, directories, and among the industrialist and
telephone, Directories, references business magnates. books &
annuals.2. Direct Mail Circulars, catalogues, leaflets, brochures,
booklets, folders, colanders, blotters, diaries & other printed

material.3. Outdoor or Traffic Poster and bills on walls, railways
stations platforms outside public buildings trains, buses.4. Broadcast
or radio and T.V. Spot, Sectional or national trade cost5. Publicity
Movie Slides and films non theatrical and documentary films metal
plates and signs attaches to trees.6. House to house Sampling ,
couponing, free gifts, novelties, demonst- rations.7. Dealer aids
Counter and widows display demonstration given by retailer or the
advertises goods.8. Internet Today, Internet is a big spot for
advertising.So these are the media of the advertising campaign of the
selecting of the media.Projectsformba.blogspot.com 26

27. Projectsformba.blogspot.com6. Creating the Advertising
Messages : This is an important stage of advertising campaign. The
contents of themessage has to be very carefully drafted in the
advertisement. Characteristics ofperson in the advertising target
influence the message content and form. Anadvertisers must use
words, symbols and illustration that are meaningful, familiarand
attractive to those persons. The type of media also influence the
content andform of the message.7. Evaluating the Effectiveness of
Advertising : The effectiveness of advertising is measured for a
variety of reasons : a) To determine whether a campaign
accomplished its advertising objects. b) To evaluate the relative
effectiveness of several advertisements to ascertain which copy,
illustrations or layout is best. c) To determine the strengths and
weaknesses of various media and media plans. In other words,
measuring advertising effectiveness is needed to determinewhether
proposed advertisement should be used and if they will be now they
mightbe improved; and whether going campaign should be stopped,
continued orProjectsformba.blogspot.com 27

28. Projectsformba.blogspot.comchanged. In accomplishing these
purposes, pretests and post test are conducted.The former tests

before exposing target consumers to advertisements and the
letterafter consumers have been exposed to advertisements and the
letter afterconsumers have been exposed to advertisements. For an
effective advertising programme, the advertising manager requires
abasic understanding of the medium that is going to carry it. For
effectively using advertising the management must test advertising
toknow which of the advertisement to know which of the
advertisement have provedprofitable and why as compared to
others.Projectsformba.blogspot.com 28

29. Projectsformba.blogspot.com COMPANY
PROFILEProjectsformba.blogspot.com 29

30. Projectsformba.blogspot.comMARKET PROFILE(Coca
Cola)Brands of Coca- Colai) Coca Colaii) Thums-upiii) Limcaiv)
Fantav) Maazavi) Maaza Tetravii) SpriteFlavours of the brand :i)
ColaProjectsformba.blogspot.com 30

31. Projectsformba.blogspot.comii) Lemoniii) Sodaiv) Orangev)
Mangovi) Clear LemonSize of the Coca Cola cold drinks available
in marketi) 200 ml Bottles (RGB Glasses)ii) 300 ml Bottles (RGB
Glasses)iii) 500 ml Bottles (RGB Glasses)iv) 1 Litre (PVC
Bottles)v) 1.5 Litre (PVC Bottles)vi) 2 Litre (PVC Bottles)Sales of
Coca Cola Cold drinksCoca Cola Weekly Monthly YearlyCold
drinks (in carets) (in carets) (in carets)Coca Cola 520 1840
22400Fanta 250 1030 12900Thums-up 350 1350

32. Projectsformba.blogspot.comLimca 380 1210 16300Maaza Tetra
80 380 6200Sprite 70 280 5000Maaza 120 690 10000(Primary
data)There is more consumption of Coca Cola and has 70% market
share in theYamunanagar city and Coca Cola is having maximum
consumption and after thatThumps-up and after it Limca cold drink

in the market and all the products hasgood sale but less than
these.Brands of Pepsii) Pepsi Colaii) Mirinda Lemoniii) Mirinda
Orangeiv) Pepsi Sodav) Pepsi AppleFlavours of the brand :i) Colaii)
LemonProjectsformba.blogspot.com 32

33. Projectsformba.blogspot.comiii) Orangeiv) Sodav) AppleSize of
the Pepsi cold drinks available in marketvi) 200 ml Bottles (RGB
Glasses)vii) 300 ml Bottles (RGB Glasses)viii) 500 ml Bottles (500
pt. Bottles)ix) 1 Litre (PVC Bottles)x) 1.5 Litre (PVC Bottles)xi) 2
Litre (PVC Bottles)Sales of Pepsi Cold drinksPepsi Weekly Monthly
YearlyCold drinks (in carets) (in carets) (in carets)Pepsi 430 1750
21600Mirinda Lemon 390 1180 15400Mirinda Orange 245 1000
13600Pepsi Soda 126 470 6000Pepsi Apple 120 400

34. Projectsformba.blogspot.com(Primary Data) The consumption of
Pepsi cola, after this sale of Mirinda Lemon is there andafter it
Mirinda Orange is there and the market share is less of Pepsi
incomparison of Coca Cola.Projectsformba.blogspot.com 34

35. Projectsformba.blogspot.com OBJECTIVES OF THE
STUDYProjectsformba.blogspot.com 35

36. Projectsformba.blogspot.com OBJECTIVES OF THE
STUDYFollowing are the objectives of the study:1. To know the
most effective media of advertisement2. To find out the reasons for
liking the advertisement of cold drinks.3. To find out the most
popular slogan of advertisement regarding cold
drinks.Projectsformba.blogspot.com 36

37. Projectsformba.blogspot.com Research MethodologyResearch
MethodologyResearch is voyage from known to
unknownProjectsformba.blogspot.com 37

38. Projectsformba.blogspot.comResearch is a procedure of logical
and systematic application of the fundamentalsof science to the
general and overall questions of a study and scientific
techniquewhich provide precise tools, specific procedure and
technical rather thanphilosophical means for getting and ordering the
data prior to their logical analysisand manipulation. Different type of
research designs is available depending uponthe nature of research
project, availability of able manpower and
circumstances.Methodology 1. Research Design: The research
design is the blueprint for the fulfillment of objectives and answering
questions. It is a master plan specifying the method and procedures
for collecting and analyzing needed information. o Descriptive
Research is used in this study as the main aim is to describe
characteristics of the phenomenon or a situation. 2. Data Collection
Methods: The source of data includes primary and secondary data
sources. Primary Sources: Primary data has been collected directly
from sample respondents through questionnaire and with the help of
interview. Secondary Sources: Secondary data has been collected
from standard textbooks, Newspapers, Magazines & Internet. 3.
Research Instrument: Research instrument used for the primary data
collection is Questionnaire.Projectsformba.blogspot.com 38

39. Projectsformba.blogspot.com 4. Sample Design: Sample design
is definite plan determine before any data is actually obtaining for a
sample from a given population. The researcher must decide the way
of selecting a sample. Samples can be either probability samples or
non-probability samples. Sampling Technique: Convenience Sample
Size: 50 Respondents. Area of Study: MP nagar, new market,
Piplani, Nehru Nagar.Projectsformba.blogspot.com 39

40. Projectsformba.blogspot.com DATA ANALYSIS AND
INTERPRETATIONProjectsformba.blogspot.com 40

41. Projectsformba.blogspot.com DATA ANALYSIS AND
INTERPRETATION TABLE 4.1RESPONDENTS
CLASSIFICATION ACCORDING TO AGEAge (in years) No. of
respondents Percentage11-20 22 4421-40 25 5041-60 3 6Total 50
100 100 90 80 70 60 20-Nov 50 21-40 40 41-60 30 Total 20 10 0
No. of respondents PercentageTable 4.1 shows that 44% of the
respondents are in the age group of 11-20, 50%are in the age group
of 21-40 and 6% are in the age group of 41-60.TABLE
4.2Projectsformba.blogspot.com 41

42. Projectsformba.blogspot.comRESPONDENTS
CLASSIFICATION ACCORDING TO SEXSex No. of respondents
PercentageMale 30 60Female 20 40Total 50 100 100 80 60 Male
Female 40 Total 20 0 No. of respondents Percentage Table 4.2
shows that 60% of the respondents are males and 40% of them
arefemalesTABLE 4.3Projectsformba.blogspot.com 42

43. Projectsformba.blogspot.comRESPONDENTS
CLASSIFICATION ACCORDING TO
EDUCATIONALQUALIFICATIONQualification No. of
respondents PercentageIlliterate 0 0Below Matric 0 0Matric 5
10Graduate 29 58Post graduate 16 32Total 50 100 60 50 40 Illiterate
Below Matric 30 Matric 20 Graduate Post graduate 10 0 No. of
respondents Percentage Table 4.3 reveals that out of 50 respondents
5 are matriculate and 29 are Graduateand rest of them 16 are post
graduate.TABLE 4.4DRINKING OF COLD
DRINKProjectsformba.blogspot.com 43

44. Projectsformba.blogspot.comDo you take cold drinks No. of
respondents PercentageYes 50 100No 0 0Total 50 100 100 90 80 70
60 Yes 50 No 40 Total 30 20 10 0 No. of respondents Percentage
TABLE 4.5FREQUENCY OF TAKING COLD DRINKSHOW

FREQUENTLY No. of respondents PercentageYOU
DRINKProjectsformba.blogspot.com 44

45. Projectsformba.blogspot.comOnce a day 15 30Twice a day 2
4More than twice 1 2Not regular drunker 32 64Total 50 100 100 90
80 70 60 Once a day 50 Twice a day 40 More than twice 30 Not
regular drunker 20 Total 10 0 No. of Percentage respondents Table
4.5 reveals that 30% of the respondents drink it once a day, 4%
twicea day, 2% more than twice and 32% drink it no
regularly.TABLE 4.6NAME OF THE COLD DRINKS
AVAILABLE IN MARKETName of cold drinks No. of respondents
PercentageCoca cola - -Pepsi - -Fanta - -
Projectsformba.blogspot.com 45

46. Projectsformba.blogspot.comLimca - -Mirinda - -Thums-up - -
Canada dry - -Maaza - -Dew - -All of above 50 100Total 50 100 100
80 60 East 40 West North 20 0 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr Table
4.6 reveals that all of the respondents are of the view that all
theabove mentioned cold drinks are available in the market.TABLE
4.7PREFERENCE OF COLD DRINKWhich cold drink you No. of
respondents Percentagelike mostCoca cola 12 24Pepsi 12 24Fanta 1
2Limca 7 14Mirinda 1 2Projectsformba.blogspot.com 46

47. Projectsformba.blogspot.comThums-up 10 20Canada dry 4
8Maaza 3 6Dew - -Total 50 100 100 80 60 East 40 West North 20 0
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr Table 4.7 indicate that out of 50
respondents 12 like Coca cola, 12 like Pepsi, 7like Limca, 1 like
Fanta, 1 like Mirinda, 10 like Thums-up, 4 like Canada dry and3 like
Maaza.TABLE 4.8FLAVOURS OF COLD DRINKSFlavours No. of
respondents PercentageCola 30 60Lemon 7 14Orange 7 14Mango 2
4Others 4 8Total 50 100Projectsformba.blogspot.com 47

48. Projectsformba.blogspot.com 100 90 80 70 Cola 60 Lemon 50
Orange 40 Mango 30 Others 20 Total 10 0 No. of respondents
Percentage Table 4.8 shows that out of 60% of the respondents like
the cola flavour of colddrink, 14% like the Lemon flavour and same
percentage of respondents like theorange flavour of cold
drink.Projectsformba.blogspot.com 48

49. Projectsformba.blogspot.comTABLE 4.9 ADVERTISEMENT
OF COLD DRINKDo you think No. of respondents
Percentageadvertisement of colddrink is requiredYes 48 96No 2
4Total 50 100 100 80 60 Yes No 40 Total 20 0 No. of respondents
Percentage Table 4.9 indicate that 96% of the respondents are of the
view that theyhave been the advertisement of the cold drink they like
most while 4% shows thatthey don‘t have seen the advertisement
they like most .TABLE 4.10Projectsformba.blogspot.com 49

50. Projectsformba.blogspot.com MEDIA OF
ADVERTISEMENTTHROUGH WHICH No. of respondents
PercentageMEDIA YOU HAVESEEN IT?TV 46 92Newspaper 2
4Magazine 1 2Other 1 2Total 50 100 100 80 TV 60 Newspaper
Magazine 40 Other 20 Total 0 No. of respondents Percentage Table
4.10 reveals that 92% of the respondents are of opinion that they
haveseen the advertisement on TV while 4% are of the opinion that
they have seen theadvertisement through newspaper.TABLE
4.11NO. OF ADVERTISEMENTProjectsformba.blogspot.com 50

51. Projectsformba.blogspot.comHow many No. of respondents
Percentageadvertisements youseen are of the mostlikely cold drink
by you1 11 222 14 283 11 224 14 28Total 50 100 100 80 1 60 2 3 40
4 20 Total 0 No. of respondents Percentage Table 4.11 shows that
out of the 50 respondents 11 are of view that there is 1type of
advertisement and other says that there are more than one
type.TABLE 4.12 SLOGAN OF COLD DRINKSlogan of cold drink

No. of respondents Percentagewhich you
likeProjectsformba.blogspot.com 51

52. Projectsformba.blogspot.comTaste the thunder 12 24Yara Da
tashan 14 28Yeh dil mange more 16 32Jo chahe ho jaye, coca 8
16cola enjoyTotal 50 100 100 90 Taste the thunder 80 70 Yara Da
tashan 60 50 Yeh dil mange more 40 30 Jo chahe ho jaye, 20 coca
cola enjoy 10 Total 0 No. of Percentage respondents Table 4.12
shows that out of 50 respondents 12 like the slogan taste the
thunder,14 like Yara da tashan, 16 like yeh dil mange more and 8
like the slogan Jochahe ho jaye coca cola enjoy.TABLE 4.13
REASON FOR LIKING THE ADVERTISEMENTWhy you like
No. of respondents PercentageadvertisementIts theme and making is
30 60Projectsformba.blogspot.com 52

53. Projectsformba.blogspot.comappealableIt has film stars 7
14Because of good music 7 14Other reasons 6 12Total 50 100 100
90 Its theme and making 80 is appealable 70 It has film stars 60 50
Because of good 40 music 30 20 Other reasons 10 0 Total No. of
Percentage respondentsTable 4.13 shows that majority of the
respondents like the advertisement due to itstheme while majority of
the respondents like the advertisement due to its film starsand good
music.TABLE 4.14EFFECT OF ADVERTISEMENT ON
CONSUMPTION OF COLD DRINKDo you think ads. No. of
respondents PercentageEffect the consumptionof cold drinkYes 23
46No 17 354Projectsformba.blogspot.com 53

54. Projectsformba.blogspot.comCannt say 10 20Total 50 100 400
350 300 250 Yes 200 No 150 Cannt say Total 100 50 0 No. of
respondents Percentage Table 4.14 shows that 46% of the
respondents are of the view that advertisementforced them to
consume product more 34% of them has view that
advertisementdon‘t force them to consume the product while 20% of

them cannot say anythingabout it.TABLE 4.15 BEST MEDIA OF
ADVERTISEMENTWhich Media Presently No. of respondents
PercentageIs More EffectivelyTV 50 100Newspaper - -Magazine - -
Others - -Total 50 100Projectsformba.blogspot.com 54

55. Projectsformba.blogspot.com Table 4.15 reveals that 100% of
the respondents are of the view thatpresently the TV is most
effective media of advertisement.TABLE 4.16NECESSITY OF
ADVERTISEMENTDO YOU THINK THE No. of respondents
PercentageADVERTISEMENT ISNECESSARY FORCOLD
DRINKS?Necessary 14 28Very necessary 34 68Can‘t say 2 4Total
50 100Projectsformba.blogspot.com 55

56. Projectsformba.blogspot.com 100 90 80 70 60 Necessary 50
Very necessary 40 Can‘t say 30 Total 20 10 0 No. of respondents
Percentage Table 4.16 shows that highest number of respondents are
of the view thatadvertisement is very necessary for cold drinks while
few respondents are of theview that advertisement is
necessary.TABLE 4.17 EFFECTIVENESS OF EXPENDITURE
INCURRED ON ADVERTISEMENTDoes expenditure No. of
respondents Percentageshould be incurred onadvertisementYes 43
86No 2 4Can‘t say 5 10Total 50 100Projectsformba.blogspot.com 56

57. Projectsformba.blogspot.com 100 90 80 70 60 Yes 50 No 40
Can‘t say 30 Total 20 10 0 No. of respondents Percentage Table 4.17
shows that 86% of the respondents are of the view that
theexpenditure incurred on advertisement is effective in adding the
profit while 4%denied the same and 10% did not reply.TABLE
4.18REASONS FOR DIFFERENCE OF ADVERTISEMENT
EFFECTIVENESSWHICH REASON No. of respondents
PercentageYOU FIND FOR THEDIFFERENCE
OFADVERTISEMENTEFFECTIVENESSEducation 20 40Liking

10 20Standard of Living 10 20Level of Development 10

58. Projectsformba.blogspot.comTotal 50 100 100 80 Education 60
Liking Standard of Living 40 Level of Development 20 Total 0 No.
of respondents Percentage Table 4.18 shows that 40% of the
respondents say education is one of themain reason of Advertisement
effectiveness while equal % of the respondents arein the favour of
likings, standars of living and level of
developmentProjectsformba.blogspot.com 58

59. Projectsformba.blogspot.comTABLE 4.19ADD
EFFECTIVENESS AND IMPROVEMENT IN
ADVERTISEMENTWILL THE STUDY No. of respondents
PercentageOF EFFECTIVENESSWOULDCONTRIBUTE
TOIMPROVEMENT OFPRESENTADVERTISEMENTYes 45
90No 1 2Cannot say 4 10Total 50 100 100 80 60 Yes No 40 Cannot
say Total 20 0 No. of respondents PercentageTable 4.19 shows that
the majority of the respondents are of the view that the studyof
effectiveness contributes the improvement in present
advertisement.TABLE 4.20NECESSITY OF ADVERTISEMENT
EFFECTIVENESSProjectsformba.blogspot.com 59

60. Projectsformba.blogspot.comIS ADVERTISEMENT No. of
respondents PercentageEFFECTIVENESS ISNECESSARY
FORCOMPANY?Yes 48 96No 1 2Can‘t say 1 2Total 50 100 100 90
80 70 60 Yes 50 No 40 30 Can‘t say 20 Total 10 0 No. of Percentage
respondentsTable 4.20 reveals that majority of the respondents say
that the advertisementeffectiveness is necessary while same did not
replied.TABLE 4.21USERS OF ADVERTISEMENT
EFFECTIVENESSTHE USE STUDY OF No. of respondents
PercentageEFFECTIVENESS ISProjectsformba.blogspot.com 60

61. Projectsformba.blogspot.comFOR WHOM?For company 34
68For employees 1 2For customers 15 30None of these - -Total 50
100Table 4.21 indicates that 68% of the respondents are of the view
that the study ofeffectiveness is meant for company while 30% say
that it is meant for customers.Projectsformba.blogspot.com 61

62. Projectsformba.blogspot.com OBSERVATIONS & FINDINGS
FINDINGSAfter going through all the project and the collected data,
I found that:Projectsformba.blogspot.com 62

63. Projectsformba.blogspot.comP 84% of the respondents said that
TV is the most effective media of advertisement.a 60% of the
respondents said that they like the advertisement of cold drinks
because of its theme whereas, 14% said that they like celebrities in
advertisement.a Some 32% of the respondents said that‘ yeh dil
maange more‘ is the most popular slogan whereas 28% of the
respondents said that ‗ yara da tashan‘ is the popular slogan.p
Majority of respondents are of the view that advertisement is very
necessary for cold drink.f Majority of respondents sees the
advertisement of the cold drink they like most.m Majority of the
respondents like cola flavor of cold drinkM Equal number of
respondents like the brand of Coca Cola and
PepsiProjectsformba.blogspot.com 63

64. Projectsformba.blogspot.com
CONCLUSIONCONCLUSIONProjectsformba.blogspot.com 64

65. Projectsformba.blogspot.comIn last conclude that majority of the
respondents said that TV is the most effectivemedia for
advertisement of cold drinks and the celebrities and the slogans in
theadvertisement effect the consumers.SUGGESTIONSWe reached
some suggestions :W Advertisement should not be too expensive,
because the advertisement leads and increase the prize of the

product.a Media should be selected according to the choice of
customers.M In rural areas media should be according to the choice
of the people.I To give more attention in making the advertisement
to make it effective for the sale of cold drink.s Price should be
decreased so as to attract the consumers to use product more.P To
give attention on the weak media of advertisement so that the
consumers comes to know about the product.c It should be attractive
one so that people are attracted toward the
advertisement.LIMITATIONSProjectsformba.blogspot.com 65

66. Projectsformba.blogspot.comP The project relied mainly on the
primary data.T Consumer give very unclear picture.C We have a
limited time.W The study is based on limited sample.T It begin my
first attempt to undertake such a study, thus the inexperience is also a
obstacle to accomplish the project in a proper way.a It was also
difficult to get proper information from the people because they were
indulging in some other activities.Projectsformba.blogspot.com 66

67. Projectsformba.blogspot.com
BIBLIOGRAPHYProjectsformba.blogspot.com 67

Aaker David A. etc. ― advertising Management‖ 4th ed, New Delhi,
prentice Hall of India 1985.Journals: Economic Political
WeeklyMagazines and Newspapers:Projectsformba.blogspot.com
68 68. Projectsformba.blogspot.com Ø Kothari, C.R (2003):
―Research Methodology‖ (II Edition), New Age International Pvt.
Ltd. Ø Khan and Martin (2003): ―Sales and Distribution‖ (I Edition),
Anurag Jain publishing company, New Delhi Ø Rajan Saxena
(2003): ―Marketing Management‖ (II Edition), Tata McGraw - Hill
publishing company Ltd., New Delhi

69. Projectsformba.blogspot.com QUESTIONNARIES
ADVERTISEMENT
EFFECTIVENESSProjectsformba.blogspot.com 69

70. Projectsformba.blogspot.com OF COLD DRINKS BACK
GROUND INFORMATIONI) Name :
__________________________________II) Age :
__________________________________III) Qualification :IV) 1.
Literate 2. Illiterate if literate ? 1. Below Matric 2. Matric 3.
Graduate 4. Post GraduateV) Profession :
__________________________________VI) Address :
__________________________________
__________________________________VII) Size of family :
__________________________________1). Do you take cold drink
? a. Yes b. No2). How frequently you take cold drink ? a. Once a day
b. Twice a day c. More than twice d. Not regular3). Which are the
different cold drinks available in the market ? a. Coca Cola b. Pepsi
c. Limca d. Fanta e. Thums-up f. Mirinda g. Limca h. Maaza i.
Canada Dry j. All of these4). Which cold drink you like most ? a.
Coca Cola b. Pepsi c. Limca d. Fanta e. Thums-up f. Mirinda g.
Limca h. Maaza i. Canada Dry j. All of these5). Which flavour of
cold drink you like most ?Projectsformba.blogspot.com 70

71. Projectsformba.blogspot.com a. Cola b. Lemon c. Mango d.
Orange e. Other6). Have you seen the advertisement of cold drink
you like most ? a. Yes b. No7). Through which media you have seen
it? a. T.V. b. News Paper c. Magazine d. Others8). How many types
of advertisement of you preferred brand of cold drink arethere? a. 1
b. 2 c. 3 d. 49). Which slogan of cold drink you like most ? a. Taste
the Thunder b. Yara Da Tashan c. Yeh Dil Mange More d. Jo chahe
ho Jai COCA-COLA enjoy10). Why do you like the advertisement ?
a. Because it has film stars ? b. Because of Good music c. It‘s theme

and making is appealable. d. Any other reason.11). Do you think that
advertisement has forced you to consume product more ? a. Yes b.
No12). Which media is presenting the advertisement is necessary for
sale of colddrink ? a. T.V. b. News Paper c. Magazine d. Others13).
Do you think the advertisement is necessary for sale of cold drink ?
a. Necessary b. Very Necessary c. Not Necessary d. Can‘t
SayProjectsformba.blogspot.com 71

72. Projectsformba.blogspot.com14). The expenditure incurred on
advertisement of cold drink is such effectivethat it adds to profit ? a.
Yes b. No c. Can‘t Say15) Which reason you find for the difference
of advertisement effectiveness ? a. Education b. Likings c. Standard
of Living d. Level of Development16) Is the study of effectiveness
would contribute to improvement in presentadvertisement ? a. Yes b.
No c. Can‘t Say17) Is advertisement effectiveness is necessary for
company ? a. Yes b. No c. Can‘t Say18) What do you think the use
of study of effectiveness is for who? a. For Company b. For
Employees c. For Customers d. None of
theseProjectsformba.blogspot.com 72

2. Projectsformba.blogspot.com INTRODUCTION OF THE
REPORTSTATEMENT OF PROJECT:The statement of our topic
is―EFFECTS OF ADVERTISEMENT ON THE BUYING
BEHAVIOUR OFFEMALES‖So at the very beginning, we‘ll define
that what is the advertisement, its history, itsMedias and what are the
reasons to advertise.WHAT IS ADVERTISEMENT?―PAID,
MEDIATED PRESENTATION OF INFORMATION ABOUT
SERVICES,PRODUCTS, OR IDEAS WITH THE SPECIFIC
GOAL OF INFLUENCINGCONSUMERS OR THE PUBLIC‖.THE
ADVERTISER PURCHASES TIME (RADIO, TELEVISION,
CABLE) ORSPACE (PRINT PUBLICATIONS—NEWSPAPERS,
MAGAZINES, SHOPPER)—ORON BILLBOARDS OR OTHER
DISPLAY OPPERTUNITIES SUCH AS BUSCARDS.
―ADVERTISING IS EVERYWHERE…‖ • In our homes • In the
supermarkets • On the streets • On airplanes • On trains • Even in
schools, colleges and universities. ―WHY ADVERTISEMENT IS
THE GOAL OF INFLUENSING…‖ ADVERTISEMENT IS A
PERSUASIVE MESSAGE • HERE‘S why my product (or service or
idea) is better than your alternatives… • If you buy my product (or
service or idea) your life will be improved in this
way…Projectsformba.blogspot.com 2

3. Projectsformba.blogspot.comProjectsformba.blogspot.com 3

4. Projectsformba.blogspot.com HISTORY OF ADVERTISEMENT
HERE IS A BRIEF HISTORY OF ADVERTISEMENT IN THE
WORLD… Johannes Gutenberg 1441 Inventiuon of Movable Type
Volney Palmer 1841 First Advertising Agency Robert Bonner 1850
First Great Advertising Campaign "Doctor" Drake 1860- Patent
Medicine Lydia Pinkham 1890 Patent Medicine George Rowell
1869 American Newspaper Directory Francis W. Ayer 1875 Open
Contract John Powers 1880 First Copywriting "Superstar" Adolphus
Green 1890 Branding J. Walter Thompson 1885 The Account
Executive Cyrus Curtis Growth of Magazine AdvertisingEarnest
Elmo Caulkins 1895 Art Direction John E. Kennedy 1904 Reason-
Why Copy Albert Lasker 1904 The Modern Advertising Agency
Claude C. Hopkins 1906 "Scientific" Advertising Theodore
McManus 1915 Impressionism Social Sciences in
AdvertisingStanley & Helen Resor 1920 Women in Advertising
Advertising Research Raymond Rubicam 1923 Creative
Experimentation 1926 Commercial Radio Leo Burnett 1930-
Inherent Drama 1947 Commercial Television Rosser Reeves 1950
Unique Selling Proposition David Ogilvy 1950 Brand Image Marion
Harper 1950-60 Agency Mergers & Integrated Services William
Bernbach 1960 Creative Revolution Jay Chiat 1990- Advertising in
the 90sCreativity & Brand Building Hal Riney FIRST

ADVERTISING AGENCY IN
PAKISTANProjectsformba.blogspot.com 4

5. Projectsformba.blogspot.com ―Manhattan Pakistan‖Head : Col.
Aizaz ul WaheedAffiliation : NoneBrief Intro : We were one of the
first Pakistani-owned ad agencies to enter Pakistan‘s advertising
arena and have remained one of the front- runners ever since. Today
MPL ranks as one of the top agencies in terms of business volume
and client portfolio. Serving the promotional needs of numerous
clients both Above The Line (ATL) and through Below The Line
(BTL) for the last four decades, Manhattan Pakistan has now entered
in its fifth decade with the fervor to build brands through consumer
insights by converting buyers into brand believers.History : We first
saw the light of day in 1954, establishing our roots in Karachi,
Pakistan. We operate with a strong family feeling, with 100
professionals steering the agency on a straight course towards
success! We maintain the delicate balance between
conceptualization, to product positioning and an effective
performance in the marketplace. We have helped influence consumer
preferences and changing lifestyles. We are Manhattan
Pakistan!Founded : 1954Top : InstaphoneClients Askari Bank PTV
Burraq Telecom PTCL NOTE: DETAILS OF TOP ADVERTISING
AGENCIES IN PAKISTAN ARE ATTACHED AT THE END OF
REPORT IN ANNEXURES. Projectsformba.blogspot.com 5

6. Projectsformba.blogspot.com MAJOR ADVERTISING
MEDIASIN 1970‘S FOLLOWING MASS MEDIAS BOCAME
MATURE IN THE
WHOLEWORLD…Projectsformba.blogspot.com 6

7. Projectsformba.blogspot.com • NEWS PAPERS (DOMINATE) •
TELEVISION • DIRECT MAIL • RADIO • MAGAZINES •
OTHERS (BILL BOARDS, TRADE PRESS ETC…) IN 1980‘s,
CABLE ADVERTISING GREW AND IN 1990‘s, INTERNET
ADVERTISING GREW. SPECIFIC MEDIA WITHIN EACH
GENERAL MEDIA TYPETelevision Yellow PagesNewspaper
Magazine Major Kinds of MediaDirect Mail Outdoor Radio Internet
MAJOR ADVERTISING MEDIAS IN PAKISTAN IN THE
BOUNDARIES OF PAKISTAN, FOLLOWING MEDIAS ARE
WORKING: Projectsformba.blogspot.com 7

8. Projectsformba.blogspot.com o TV o Radio o Media Buying
Houses o Media Representatives o Media Monitoring Agencies o
Media Marketing Firms o New Media Companies o Internet Service
Providers o Major English Dailies o Major Urdu Dailies o English
Eveningers o Urdu Eveningers o English Magazines o Urdu
MagazinesProjectsformba.blogspot.com 8

9. Projectsformba.blogspot.com TYPES OF
ADVERTISEMENT:Product Advertising: In which manufacturers
wants to focus on productsProjectsformba.blogspot.com 9

10. Projectsformba.blogspot.com For example: Head & shoulders
shampoo.Institutional Advertising When focus on brand name of the
company For example: McDonald, KFC.Informative Advertising
The purpose of the companies to give some sort of information For
example Telenor informed earlier to its launching of
networkPersuasive Advertising When any company launches a new
product For example When warid telecom introduces any new
packageReminder Advertising Telling the consumer that there is also
additional attributes in our product For example When Pepsi
introduces additional taste in bottles as Pepsi twistComparative
Advertising When we compare any two products For example
Supreme vs. LiptonProjectsformba.blogspot.com 10

11. Projectsformba.blogspot.comCelebrity Testimonial When
companies cast a celebrity in its advertisement For example Ali
zafar, reema, meera and amna huq in LUX ADD now daysRetail
Advertising When shop keepers advertise their shops or malls For
example PaceInteractive Advertising Contact through the telephonic
conversation to sell the product. For example It happens basically in
business to business advertisement like when pharmaceutical
companies advertise their new medicines to the doctors.Advertising
a Service Instead Of A Product Advertising services is one of the
most difficult type of advertising. You dont have a tangible product
you can put in someones hand. They cant touch it, feel it, see it or
smell it. For example Advertisement for new admission opens in
university.Projectsformba.blogspot.com 11

12. Projectsformba.blogspot.com REASONS TO
ADVERTISEAdvertising is such an important thing for a business to
do, advertising is not justimportant for businesses but for things that
offer services. Advertising tells people aboutyour product or
products so they can be sold. Big companies such as McDonalds
andColgate Palmolive dont need to advertise because their products
are already knownthroughout the world, but when these two first
came out they would have had to havespent millions of pounds on
advertising to get them to the stage where they are now.The
following may be the maximum reasons to
advertise…Projectsformba.blogspot.com 12

13. Projectsformba.blogspot.com • Produce leads • Educate
prospects about the benefits you offer • Expand into new markets •
Influence the people who influence others (the trendsetters) • Make
your name known to people who have never heard of you • Pre-sell

your offering (prior to the sales persons call) • Expand upon a public
relations story • Tell the story of your company • Add authority to
your message (by putting it into print, people equate advertising with
success) • Build your corporate identity • Build confidence in your
product/services • Dispel an ugly rumor • Keep your name in the
forefront of your customers minds • Head off competitors • Go after
competitors business • Prove your quality with success stories •
Make your stockholders happy • Assert your leadership • Maintain a
constant public presence • Help your direct mail pay off • Announce
the existence of your product • Gain credibility • Become a brand
name • Establish a niche • Highlight testimonials from satisfied
customers • Test something • Create a desire to buy • Make sales •
Obtain names for your prospect or customer mailing list • Inform
many people at the same time • Motivate people to call or e-mail or
send coupon • Engage in research by studying the profiles of
respondents • Prove your superiority • ... to earn a
profitProjectsformba.blogspot.com 13

14. Projectsformba.blogspot.com PROS AND CONS OF
ADVERTISEMENTSAdvertising - Good or Bad?"Advertising -
Good or Bad" In todays society, one must consider – Is there any
advantage ofadvertising? In many cases it is only
disadvantageProjectsformba.blogspot.com 14

15. Projectsformba.blogspot.com- An annoying hindrance in our
daily lives. It gets on our nerves, distorts thetruth, and adds to the
cost of the product. Advertising is designed for onepurpose - to sell.
To achieve this goal, advertises are willing to stretch anddistort the
truth, just to convincing people to buy their product. Forexample, an
advertiser may convince buyers to purchase their product bystating
that has been tested and found superior. In reality, the product is
notlikely to be better than any other - the tests themselves
doubtlesslyconducted by the promoting company - conducted to
ensure at leastsomething is superior about the product, even if it is
only the color. Theseadvertisements are worded carefully so that
they are telling the "literal truth"- the truth is exactly what the words
say, although people misinterprets themessage by using
conversational logic as something different - somethingbetter. By
using ingenious tactics like these, the populace is deceived
intobuying a product that may not do what is required, or a product
which abuyer may have never really needed. This is why advertising
is a bad thing,for our society.FOLLOWING ARE THE BASIC
ADVANTAGES ANDDISADVANTAGES OF ADVERTISMENT.
Advantages DisadvantagesProjectsformba.blogspot.com 15

Self-service operations ability to possible provide detailed
informationPURPOSE OF

RESEARCH:Projectsformba.blogspot.com 16 Some media limit
the Editorial content throwaway rate surrounds ad Some media
have high Message study possible Some media require long
content; lead message can be standardized time Control over
message Geographic flexibility available limited Many
alternatives Low cost per contact investments Some media
require large Gains pass along lack readership flexibility (for print)
Standardized messages Attracts a large audience 16.
Projectsformba.blogspot.com

17. Projectsformba.blogspot.comEFFECT OF ADVERTISEMENT
ON THE BUYING BEHAVIOR OF FEMALES:As our basic
research process is concerned with the effects of advertisementson
the buying behavior of females so on this regards we‘ll conduct a
fullresearch process to evaluate that how much the advertisement
affects thebuying behavior of females.As it is a very known saying
that ―Customer is the king of the market‖Now here we believe that
females are the queens of the market.As large areas of markets are
occupied by the females so their buyingbehavior means a lot for the
manufacturers. They must be very careful intheir marketing
strategies and should consider the females attitude
towardsconsumption of their product.Now here our basic purpose of
research is to come to the result that what arethe basic things
regarding to products that largely affect the buying behaviorof
females and how much advertising influence their buying. When
we‘ll getour findings then we‘ll give very fruitful suggestions to the
marketingdepartments of the organizations that how they can
increase their saleamongst the females.Projectsformba.blogspot.com
17

18. Projectsformba.blogspot.comRESEARCH PROCESSNow
coming towards the basic topic, we‘ll start from here the major
portion of our reportwhich is the research process through which
we‘ll conclude what we find and what arethe recommendations for
the marketing departments of the
organizations.Projectsformba.blogspot.com 18

19. Projectsformba.blogspot.comTYPE OF RESEARCH:As our
research is for all the organizations so we can say that our research
type is BASICor PURE RESEARCH, which is on a general
topic.Projectsformba.blogspot.com 19

20. Projectsformba.blogspot.com OBSERVATION:―Observation
means to see or feel what certain changes are occurring or new
behaviors, attitudes and feelings are surfacing‖. It is the stage when
problem is not defined yet.There are four types of observation such
as:Projectsformba.blogspot.com 20

21. Projectsformba.blogspot.com 1) Currently existing problem 2)
Situation requiring improvements 3) Theoretical or conceptual
problem 4) Problem requiring empirical answersHere in our project,
the problem can beSITUATION REQUIRING
IMPROVEMENT…Because we are going to conduct the whole
research process on the buying behavior offemales, so situation is
satisfactory as females buy more and more with the passage oftime.
We just want to reach at those results which tell us that which things
influence thefemales buying. Is it advertisement, quality, appearance
or any other thing…?So our basic research is on a situation in which
we observe the buying behavior offemales having different taste,
different preferences, and living in different cities ofPakistan and are
of different ages.Projectsformba.blogspot.com 21

22. Projectsformba.blogspot.com PRELIMINARY DATA
COLLECTION: ―It means to seek information in order to know
more about what we observed‖Here we are working on a broader
term that which factors influence the females buyingbehavior so we
have to collect data from different tools to confirm our observation
thatwhich things actually influence the female buying and how much
advertisement play rolein their buying
behavior.Projectsformba.blogspot.com 22

Unstructured interviews STRUCTURED INTERVIEWS:―In
structured interviews the interviewer asks those questions which are
pre planned. All the questions are well prepared and the interviewer
can easily ask the questions in a series from an appropriate
Respondent. It is also called formal interview‖. UNSTRUCTURED
INTERVIEW: ―In unstructured interviews normally the interviewer
asks the questions without any predetermined sequence. The
question which comes first in the mind of the interviewer will be
asked first. It is also called informal interview.‖For the purpose of
collecting the preliminary data about our observation, we
conductedsome unstructured interviews from following 2
SECTORS… A. EDUCATIONAL SECTOR B. ADVERTISING
AGENCY EDUCATIONAL SECTOR: FROM EDUCATIONAL
SECTOR WE SELECTED THE FEMALE MEMBERS OF
FOLLOWING INSTITUTIONS…Projectsformba.blogspot.com
23 Structured interviews 23.
Projectsformba.blogspot.comPrimary Data can be collected by the
following two ways;1- Interviews2- Literature Survey 1.
INTERVIEWS: Interviews are conducted for the following
reasons… • To bring preliminary issues to the surface so that
researcher can determine about variables of interest. • To understand
the scenario of situation. • To explore the variables in the
situation.INTERVIWS MAY BE OF TWO TYPES:

24. Projectsformba.blogspot.com 1. THE WELL KNOWNED
FEMALE TEACHERS OF UNIVERSITY OF THE LAHORE 2.
THE TEACHERS OF AN INSTITUTION, PAK AIMS IN
LAHORE 3. THE FEMALE TEACHERS OF D & E ACADEMY
GUJRANWALA. 4. FROM THE FEMALE STUDENTS OF
UNIVERSITY OF THE LAHORE, PAK AIMS AND D & E
ACADEMY.According to the structured and unstructured interviews
which we have conducted to theabove females, we collected the
following information about our situation problem… • Females
mostly prefer the quality of the product • Advertisement effects their
buying but the routine products which they use to buy from many
years, from them they don‘t see that for which product advertisement
is good. they just buy that product as routine E.g. Max bar, head &
shoulders shampoo… • Females are more attractive towards products
like cosmetics, clothing, shoes… Especially working women •
Advertisement is also the biggest cause to influence the buying
behavior of females but advertisements should be approved by the
marketing departments of companies. ADVERTISING
AGENCYProjectsformba.blogspot.com 24

25. Projectsformba.blogspot.com2. LITERATURE SURVEYS:It is
also a part of Primary Data Collection. The purpose of literature
review is to ensurethat no variable is ignored that has been consider
important in the past.Literature Survey can be defined in the
following manner;Projectsformba.blogspot.com 25

26. Projectsformba.blogspot.com ―Documentation of comprehensive
review of published and unpublished work from secondary sources
of data in area of interest‖As far as our topic is concerned, we
selected the following literatures from internet forthe purpose of
preliminary data collection… 1) AAEC 3100 Food and Fiber
Marketing Dr. Steven C. Turner Chapter 6 Analyzing Consumer
Markets & Psychological 2) From the study of an article published
in the site…
www.csustan.edu/market/petrosky/Old3410/34Lect5CB/tsld0...In
this article we found the following things according to consumer
buying behavior…Characteristics Affecting Consumer Behavior
Buyer Psychological Personal Social
CultureProjectsformba.blogspot.com 26 Personal Social
Cultural Buying BehaviorIn which we found the following data
thatMajor Factors which Influence the Consumer Behavior can be…

27. Projectsformba.blogspot.comFactors Affecting Consumer
Behavior: Culture • Social Class • People within a social class tend
to exhibit similar buying behavior. • Occupation • SOURCE of
Income • Education • WealthMost basic cause of a persons wants
and behavior • Values • Perceptions • Subculture • Groups of people

with shared value systems based on common life experiences. •
Mature ConsumersFactors Affecting Consumer Behavior: Social •
Reference Group influence: • Membership Groups: • Primary and
Secondary • Non-membership groups: • Aspiration and Dissociative
• More important with publicly consumed products • Family
influences: • Stage of the family lifecycle • Buying Roles in the
family Factors Affecting Consumer Behavior: Psychological •
Psychological • Factors • Motivation • Perception •
LearningProjectsformba.blogspot.com 27

28. Projectsformba.blogspot.com • Beliefs and • AttitudesSo
according to these literature surveys and from the interviews, we
confirm ourobservation that there are some specific things which
highly influence theconsumer‘s buying behavior, especially of
female customers.Projectsformba.blogspot.com 28

29. Projectsformba.blogspot.com PROBLEM DEFINITIONAfter the
preliminary data collection, we can now develop a statement to
explain thebasic problem.Any gap between desired situation and
actual situation is called Problem and briefstatement that explains
any thing is called Definition. So, Problem Definition means:―A
statement that explains what the real problem is, what types of
factors are involved in this problem and finally what are
consequences of a problem.‖Projectsformba.blogspot.com 29

30. Projectsformba.blogspot.comAfter going through interviews and
literature review we check the following essentialelements of
Problem Definition: 1) Antecedents(Contributing Factors) 2) Real
Problem(What is Wrong) 3) Consequences(Results)The problem
definition of our project can be explained with the help of
followingdiagram: (Real situation) (Consequences) EFFECTS ON
BUYING BEHAVIOUR OF PRICE AND QUALITY ORIENTED
FEMALES ECONOMY 1- PRICE 2- QUALITY 3-
ADVERTISEMENT (Antecedents) 4- IMPORTED PRODUCTS 5-
PURCHASING POWER 6- STATUSANTECEDENTS:
Antecedents are the contributing factors which are responsible for
the real problem. In our project antecedents are1- PRICE2-
QUALITY3- ADVERTISEMENT4- IMPORTED PRODUCTS5-
PURCHASING POWER6- STATUSProjectsformba.blogspot.com
30

31. Projectsformba.blogspot.comThese are the antecedents because
these are the basic reasons behind the buying behaviorof females.
These above antecedents effects directly or indirectly to the buying
behaviorof females.REAL PROBLEM: ―As we know that well
defined problem is half solved and symptoms are not the real
problems.‖Real problem is that situation which results from the

antecedents or contributing factors.So in our project real situation
which is created from the contributing factors is:―How the buying
behavior of females is influencing? Which factors influence it and is
theadvertisement a basic factor‖?CONSEQUENCES:
―Consequences are the results of real problem‖In our project
consequence is ―The economy will be price and quality oriented‖this
consequence is the result of the preliminary data collection as when
we conductinterviews, mostly females think that they prefer the
quality from all other factors.Projectsformba.blogspot.com 31

32. Projectsformba.blogspot.com THEORETICAL FRAMEWORK
―It is a logical developed, described & elaborated network of
associations among variables that have been identified through
interviews, observation & literature survey‖Variables:

Imported products Now in the research process we‘ll see that which
are the basic most important factors which mostly influence the
buying behavior of females. 3. Moderating Variable ―The variable
which has strong contingent effect on the relationship of dependent
Substitutes Purchasing power Advertisement Quality Price
Extraneous variable1. Dependent variable ―Any variable that will
depend on others for its values‖In our project, our dependent
variable is―BUYING BEHAVIOR OF FEMALES‖Now we‘ll
explain the effect of other factors on this dependent variable in detail
in ourwhole project.2. Independent Variables: It is the variable on
which the dependant variable depends upon for its value ―The major
causes of a problem are called independent variables.‖ In our project,
our independent variables are: Intervening variable Moderating
variable Independent variable Dependent variable 33.
Projectsformba.blogspot.com The identification of key variables is
very important in every research study.It can be defined as: ―A
variable is anything that takes different values.‖ Types of Variables:
& independent variable‖ It is also called second independent
variable. Projectsformba.blogspot.com 33

Sales taxAs sales tax has little effect on the buying behavior so it
can be easily ignoredHere we show the relationship of different
types of variables diagrammaticallyProjectsformba.blogspot.com
34 Willingness to buyThe effect of these variables can only be felt
but we can not measure them quantitatively.These variables
contribute an important role on the creation of the problem.5.
Extraneous Variables: ―There are infinite numbers of factors which
may have impact on the situation but we will ignore these factors by
assuming them as constant are called extraneous variables.‖ In our
project extraneous variable is as follows Status consciousness

Above is the moderating variable because it has a strong
contingent effect on therelationship of dependent variables and
independent variables. As if marketingdepartments make the good
strategies to attract the customers then they can increase theirsale
volume.4. Intervening Variables―There are some factors which have
effect on the situation but we can not measure them quantitatively,
we can just feel their effect.‖These variables will be created
automatically by the working of independent variables.In our project
intervening variables are as follows: Role of marketing
departments of the companies 34. Projectsformba.blogspot.comIn
our project, our moderating variables are:

35. Projectsformba.blogspot.com (Dependant Variable) (Intervening
Variables) (Independent Variables) Imported products Substitutes
Purchasing power Advertisement Quality Price -Status
consciousneBuying behavior of ss females -willingness (Moderating
Variables) (Extraneous Variables) Role of the Sales tax marketing
departmen ts of companies. . Projectsformba.blogspot.com 35


RELATIONAL This can be further classified as… o Co relational
hypothesis o Casual hypothesis.Co relational Hypothesis:―When a
statement will create relationship among more than two factors or
when causes of a problem are more than one, the hypothesis about
such a problem will be called as co relational hypothesis.‖ OR
―When there is only one problem and there are a lot of factors or
variables which Increase the problem is also called Co relational
Hypothesis‖.In our study there is the situation of buying behavior of
females and there are manyindependent variables which influence
the buying behavior of females. Now we will checkthe relationship
amongst those variables by creating the Hypothesis and applying
certainStatistical tools which will tell us that which factor is strongly
in connection with thebuying behavior of
females.Projectsformba.blogspot.com 37 DESCRIPTIVE 37.
Projectsformba.blogspot.com HYPOTHESIS DEVELOPMENT ―A
hypothesis is a logically conjectured relationship between two or
more variables expressed in the form of a testable statement.‖ OR ―A
statement whose validity will be confirm in future by applying
different statistical tools‖So, in hypothesis we confirmed the validity
of any statement after the experiments or datacollection.KINDS OF
HYPOTHESIS:

38. Projectsformba.blogspot.comSo the following is the creation of
Hypothesis of different factors that affect the buyingbehavior of
females…Female preferences:Hο: females do not prefer quality of
the product while buyingH1: females prefer quality of the products

while buying.Influence of advertisements:Hο: Advertisement has no
influence on the buying behavior of femalesH1: advertisement has
influence on the buying behavior of females.Status
consciousnessHο: females do not prefer status/self image while
buying.H1: females prefer status/ self image while buying.Negative
effects of advertisements:Hο: there is not any negative effect of
advertisement on the buying behavior of femalesH1: there is any
negative effect on the buying behavior of females.Advertisements of
substitutes:Hο: advertisements of the substitutes do not affect the
popularity of the product.H1: advertisements of the substitutes affect
the popularity of the product.Imported goods:Hο: imported good are
not more attractive for femalesH1: imported goods are more
attractive for females.Satisfaction level:Hο: good advertisements are
not the basic cause of satisfaction of females towards consumption
of goods.H1: good advertisements are the basic cause of satisfaction
of females towards consumption of goods.Advertised products:Hο:
females do not prefer the advertised products on necessities of
lifeH1: females prefer the advertised products on the necessities of
life.Product success or failure:Hο: advertisements can not become
the cause of any product success or failure.H1: advertisements can
become the cause of product failure or success.Demand of the
product:Hο: advertisements cannot create the demand of any
product.H1: advertisements can create the demand of any
product.Projectsformba.blogspot.com 38


40. Projectsformba.blogspot.com RESEARCH DESIGN:It is a major
and pivotal step of business research. The step involves the overall
schemeabout data collection.―Research design is a plan and structure
of investigation to obtain answer to researchquestion. It is overall
scheme and program of research which includes an outline of
whatthe researcher will do from developing hypothesis and to the
final analysis of data‖. Research design constitutes the blue print for
collection, measurement and analysis ofdata. R.D is plan and
structure of investigation to obtain answer to research
questions.PURPOSEOF TYPE OFSTUDY INVESTI RESEAR
GATION CHER INTERFE RENCE STUDY SETTING UNIT OF
ANALYSI S TIME HORIZO N SAMPLIN G DATA COLLEC
MEASURE TION MENT OF METHOD MEASURE S S

41. Projectsformba.blogspot.com PURPOSE OF STUDY: In the
purpose of study, researcher defines the purpose behind the research.
These may be 4 types of purposes: 1. exploration 2. description 3.
hypothesis 4. case study Here in our research process, our purpose of
study is to evaluate that WHAT affects the female‘s buying

behavior, WHICH are the factors, which influence the buying
behavior of females, HOW advertisements affect the buying
behavior of females. So we can say that as we are explaining an
existing situation so our purpose of study is Description.‖ Objective
of descriptive study is to learn the who, how, what, when, where of a
topic. TYPES OF INVESTIGATIONS: Investigation is conducted to
complete the research process efficiently. Investigations may be of
two types: 1. casual investigation 2. co relational investigation CO
RELATIONAL INVESTIGATION: The investigation which is
conducted to explain the effect of different variables on the situation
is called co relational investigation.In simple words, we can say that
when there are more than one reasons of a problem it iscalled co
relational investigation.In our research process,Our type of
investigation is ―Non Casual‖ because there is more than one reason
whichinfluences the buying behavior of females.

42. Projectsformba.blogspot.comRESEARCHER
INTERFERENCE:In researcher interference we see that which type
of study is going to be conduct by ourgroup. Either it is 1. co
relational study, in which minimum involvement of researcher is
required because it is based on findings of others, or 2. Casual study,
in which researcher involvement is more. As we are conducting
research through the findings of others so our involvement is
minimum in the findings of research. STUDY SETTING: It means
in which type of environment we‘ve conducted our research process.
The study setting may be of 2 types: a. Contrived This can be further
classified as o Lab experiment. b. non-contrived This can also be
further classified as o Field study. o Field experiment. Non-
contrived: ―When the research is conducted in natural or normal
environment, it will be called non contrived study.‖ Normally, this
type of study is conducted inside the organization. Field Study:
―When the researcher has to co related the factors then investigation
out side the organization is called as Field Study.‖ So, the type of our
study setting is non-contrived and during our research we also
conducted Field Study. Projectsformba.blogspot.com 42

Non Probability Sampling Projectsformba.blogspot.com 43
Probability Sampling OrganizationsIt depends upon the nature of
problem that is being investigated. In our research process, we‘ve
gathered the data from INDIVIDUALS in the form of questionnaires
and from ORGANIZATIONS in the form of interviews. TIME
HORIZON: In which we mention that how much time we‘ve used in
data collection. Time horizon has two types 1. cross-sectional 2.
longitudinal Longitudinal study: ―As In Longitudinal method the
whole data is collected again and again with out any time interval.‖
So in our research time horizon is Longitudinal. SAMPLING: The

process of using a small number of items or parts of a large
population to make conclusions about the whole population The
basic purpose of sampling is; To obtain maximum information about
the characteristics of population with in less time, cost and effort
There are two types or styles of Sampling. That is Groups
Dyads Individuals 43. Projectsformba.blogspot.com UNIT OF
ANALYSIS:It is aggregation of data during subsequent analysis.
Data can be gathered form:

44. Projectsformba.blogspot.comWHERE PROBABILITY
SAMPLING CONTAINS: 1. Complex random sampling This
further can be classify as o Systematic Sampling o Stratified
Sampling o Cluster Sampling o Area Sampling o Double Sampling
2. simple random samplingAND NON PROBABILITY SAMPLING
CAN BE CLASSIFIED AS: 1. Convenient sampling 2. purposive
sampling o judgment approach o quota approachhere in our research
process, we‘ve done the complex random sampling under the head of
probabilitysampling in which we‘ve used the CLUSTER
SAMPLING APPROACH in which sample is chosen onthe basis of
intra- group heterogeneity and inter-group homogeneity.As we are
comparing here the females with females so our sampling criteria is
inter-group homogeneity.Projectsformba.blogspot.com 44

45. Projectsformba.blogspot.comDATA COLLECTION
METHODS:There are two types of data collection methods. 1.
primary data collection • structured interviews • unstructured
interviews 2. secondary data collection • questionnairesStructured
Interview: ―Structured Interviews are conducted when it is known at
the outsetwhat information is needed. The interviewer has a list of
pre-determined questions to beasked of the respondents either
personally, through the telephone, or by sending the mainthrough
electronic mail.‖Un-Structured Interview: ―In case of unstructured
interview, the interviewer asks thequestions without any pre-
determined sequence. Those questions are asked first whichcome in
the mind of the interviewer first.‖So we conducted Structured
Interviews with the employees of different selectedorganizations.
And our method of collecting Primary Data is through
StructuredInterviews and Un-structured Interviews which we have
already discussed in preliminarydata collection methods.Unobtrusive
measures: ―It means to trace the measures from a primary source that
doesnot involve people.‖In the primary data collection, we also use
this technique by just observing the buyingbehavior of females of
our homes and near our homes.Projectsformba.blogspot.com 45

46. Projectsformba.blogspot.comQuestionnaire: ―A questionnaire is
a reformulated written set of questions to whichrespondents record
their answers, usually within rather closely defined

alternatives.‖Questionnaires are an efficient data collection
mechanism when the researcher knows exactlywhat is required and
how to measure the variables of interest.Questionnaire can be
administered personally, mailed to respondents, or
electronicallydistributed.During our research process we made close
ended questionnaires, and these arepersonally
administered.MEASUREMENT OF MEASURES: ―Measurement of
measures is a key step in research design; it means to measure
theinformation collected from different respondents by different
ways by using differentmethods of data collection, to check the
accuracies and reliability of data or informationcollected. It is also
called the MOM of research.‖Scale: ―Scale is a tool by which the
individual units are distinguished on the basis ofvariable of interest
in some meaningful way.‖We can say that scales will categories the
things into different groups.Types of Scales a) Nominal Scale b)
Ordinal Scale c) Interval Scale d) Ratio ScaleAPPROACHES OF
SCALING: a) Dictorious scaling. b) Category scaling. c) Likert
scaling.Projectsformba.blogspot.com 46

47. Projectsformba.blogspot.com d) Semantic scaling. e) Numerical
scaling. f) Ranking scaling. g) Fixed scaling. h) Psychological
scaling i) Graphic scalingIn our Central EditingFIELD
EDITING:According to this approach, researcher makes the
corrections at the time of gettinginformation from the respondents.So
in our research process, we used this approach at each and every step
due to which ourdata is correct and having no mistake or blanks in
it.Now we can analyze it through different
techniques.Projectsformba.blogspot.com 47 Field editing
designing of questionnaire, we have used the following approaches
in questions,Dictorious scalingCategory scalingSemantic
scalingRanking scalingGraphical scaling (in every question)DATA
PREPERATION FOR ANALYSIS:Before analyzing the data, we‘ve
edit our data due to the reason that there should be notany mistake in
data which can cause the error in the data analysis.Types of Editing


49. Projectsformba.blogspot.com DATA ANALYSISFor the
purpose of analyze the validity and reliability of data, certain
statistical toolsAveragesCorrelationPercentage etc are applied. Here
for the confirmation of our research we will use thepercentage
technique in which mea of the data is also calculated.NOW WE‘LL
ANALYZE ALL THE FACTORS INVOLVED IN ALL
QUESTIONSOF OUR QUESTIONNAIR TO COME AT THE
CONCLUSION THAT WHAT ARETHE BASIC FACTORS
WHICH INFLUENCE THE FEMALE BUYING BEHAVIORAND
HOW MUCH ADVERTISING PLAYS THE ROLE IN IT:We‘ll

analyze here each and every question one by one, keep in mind that
thisquestionnaire was only for females.Projectsformba.blogspot.com
49

50. Projectsformba.blogspot.comQ#1: What is your preference while
buying?Frequency TableYour preference while buying Frequency
Percent Valid Percent Cumulative Percent Valid price 33 11.0 11.0
11.0 quality 134 44.7 44.7 55.7 appearance 24 8.0 8.0 63.7 local or
22 7.3 7.3 71.0 imported all of the 87 29.0 29.0 100.0 above Total
300 100.0 100.0GRAPHICAL REPRESENTATION: price all of the
above local or imported quality
appearanceProjectsformba.blogspot.com 50

51. Projectsformba.blogspot.comIN THE NUT SHELL: In this
question we want to evaluate that which factors basicallyinfluence
the female buying. We filled the 300 questionnaires from 300
femalesof different ages and from different areas. When we took the
frequency of ourresults provided by females, we come to the result
that the main basic factorwhich hardly influences the female buying
is PRODUCT QUALITY. Manyfemales have also selected the price
and appearance and imported products, butaccording to the results it
is approved that they give more preference to thequality of any
product.At the second place, mostly females also selected the last
option which is ALLOF THE ABOVE, which means now days
females do shopping according to aplanning. They buy each and
every thing with full concentration and do notcompromise with any
thing while buying.So at the result, we can say that females give first
priority while buying to thequality and then to the other influencing
factors. HENCE THE RESULTQ#2: Do advertisements influence
your buying?Projectsformba.blogspot.com 51

52. Projectsformba.blogspot.comFrequency TableDo adver influence
buying Frequency Percent Valid Cumulative Percent Percent Valid
yes 193 64.3 64.3 64.3 no 58 19.3 19.3 83.7 I don‘t 49 16.3 16.3
100.0 know Total 300 100.0 100.0GRAPHICAL
REPRESENTATION: 300 200 100 Count 0 yes no i dont know do
adver influence buyingIN THE NUT
SHELL:Projectsformba.blogspot.com 52

53. Projectsformba.blogspot.comWe structured the above question
according to the basic requirement of ourresearch topic which is
EFFECT OF ADVERTISEMENT ON THE BUYINGBEHAVIOUR
OF FEMALES.So according to the above findings, we can see that
193 females are agreedupon the fact that their buying influenced
with the advertisements. Whichmeans advertisement is also a basic
factor of influencing females buyingbehavior.Secondly 58 females
said that advertisement do not influence their buying. Thismay be

due to the fact that Pakistan is a poor country and females can‘t bear
toomuch expensive things so they always cant follow the
advertisements whilebuying the necessities of life.And the last
portion of females, which is 49…they said that they don‘t have
anyidea about it which means they do shopping according to the
routine matters.They don‘t prefer which things are newly emerging
in advertising Medias. HENCE THE RESULTQ#3: While buying,
you are more conscious towards:Projectsformba.blogspot.com 53

54. Projectsformba.blogspot.comFrequency TableConscious towards
Frequency Percent Valid Cumulativ Percent e Percent Valid
advertise 33 11.0 11.0 11.0 ment status 51 17.0 17.0 28.0 price, 141
47.0 47.0 75.0 quality all of the 75 25.0 25.0 100.0 above 300 Total
100.0 100.0GRAPHICAL REPRESENTATION: advertisement all
of the above status price, qualityIN THE NUT

55. Projectsformba.blogspot.comAbove question was administered
by our group by keeping in mind the femalepsyche that when they
go to the market to buy something, they are moreconscious towards
which things. So according to the results we also got thesame
answers as we got in question one because mostly females said that
theyprefer quality and price factor while buying. They do not
compromise with thequality of the product. Others are the secondary
things.Here we can observe that status also influence the buying
behavior because inour country females often consider the status
while buying. HENCE THE RESULTQ#4: Do you prefer status/self
image during buying?Frequency TableProjectsformba.blogspot.com
55

56. Projectsformba.blogspot.comStatus preferences Frequenc
Percent Valid Cumulati y Percent ve Percent Valid i think so 154
51.3 51.3 51.3 i dont 44 14.7 14.7 66.0 think so seldom 64 21.3 21.3
87.3 think so i dont 38 12.7 12.7 100.0 know Total 300 100.0
100.0GRAPHICAL REPRESENTATION 180 160 140 120 100 80
60 40 Count 20 i think so i dont think so seldom think so i dont
know status preferencesIN THE NUT

57. Projectsformba.blogspot.comHere we can see that how status
effects the female buying behavior. Here in ourcountry females are
very conscious for their self image so we can see that in theresults
144 females agree that they consider the self image while
buying.Secondly females said that they seldom think that they
consider the status whilebuying because they also consider the price
and quality of the products as wellbecause they are also very
important.At the last some females said that they are not status

conscious and some saidthat they don‘t know that either they
consider the self image while buying ornot. These may be those
females which only prefer to buy basic necessities lifeand belongs to
middle or lower middle families. HENCE THE RESULTQ#5:
Which type of advertisement is more attractive for
you?Projectsformba.blogspot.com 57

58. Projectsformba.blogspot.comFrequency TableType of
advertisement Frequency Percent Valid Cumulative Percent Percent
Valid product 165 55.0 55.0 55.0 institutional 51 17.0 17.0 72.0
celebrity 84 28.0 28.0 100.0 Total 300 100.0 100.0GRAPHICAL
REPRESENTATION: celebrity product institutionalIN THE NUT

59. Projectsformba.blogspot.comHere we‘ll se that which
advertisement type is more attractive for females. Thisquestion was
made for the purpose to suggest the companies that females
preferwhich types of advertisements.Here we can see that product
advertisement is at the top of the list. Females aremore familiar
towards product advertisements instead of other types.Secondary
celebrity advertisements are also very famous amongst the
femalesbut there should be improvements in this type for becoming
more successful. HENCE THE RESULTQ#6: Is there any negative
effect of advertisement on your buying behavior?Frequency
TableProjectsformba.blogspot.com 59

60. Projectsformba.blogspot.comNegative effect of advert Frequency
Percent Valid Cumulative Percent Percent Valid yes 59 19.7 19.7
19.7 no 66 22.0 22.0 41.7 sometimes 147 49.0 49.0 90.7 never 28 9.3
9.3 100.0 Total 300 100.0 100.0GRAPHICAL
REPRESENTATION: 160 140 120 100 80 60 40 20 Count 0 yes no
sometimes never negative effect of
advertProjectsformba.blogspot.com 60

61. Projectsformba.blogspot.comIN THE NUT SHELL:Now we‘ll
see that we know that advertisements have influencing effects on
thebuying behavior of females but is advertisement has negative
effects as well ornot.For this purpose we illustrated the above
questionnaire and took feedback fromfemales. From that feedback
we came to know that mostly females think thatsometimes
advertisement effects negatively. These negative effects may be
ofany type.On the second and third place we can see that ratio is
almost same, somefemales think that there are definitely bad effects
of advertisement and somethink that there is no any negative effects
of advertisements. And some said thatthere can never be any bad
effects of advertisements. Advertisements aresuccessful always.

HENCE THE RESULTQ#7: Negative effects of advertisement may
be of which type?Frequency TableProjectsformba.blogspot.com 61

62. Projectsformba.blogspot.comNegative effects may b Frequency
Percent Valid Cumulative Percent Percent Valid You often 109 36.3
36.3 36.3 neglects the price while purchasing Too much 39 13.0 13.0
49.3 prefer the celebrity advertisement Prefer only 73 24.3 24.3 73.7
appearance and reputation of company, not quality others 79 26.3
26.3 100.0 Total 300 100.0 100.0GRAPHICAL
REPRESENTATION: others You of ten neglects Pref er only
appearan Too much pref er theIN THE NUT

63. Projectsformba.blogspot.comIn the above question we give some
options regarding to negative effects ofadvertisements. That if there
is any negative effect of advertisement then thatshould be what. So
according to our research, we can say that females think thatwhen
new advertisement come then they often neglect the price of the
productand purchase that advertised product. They don‘t think that
how much theproduct is expensive; they just go through to buy that
product due to veryattractive advertisement.Also a group of females
said that they think that they often see the goodappearance of the
product and purchase that, they don‘t consider the qualitymuch at
that time.And also a large number of females said there are also
other negative effects ofadvertisements that appear according to the
conditions. HENCE THE RESULTQ#8: Effectiveness and
attractiveness of advertisement depends uponFrequency
TableProjectsformba.blogspot.com 63

64. Projectsformba.blogspot.comAttraction towards Frequency
Percent Valid Cumulative Percent Percent Valid slogan 54 18.0 18.0
18.0 trade mark 25 8.3 8.3 26.3 company 64 21.3 21.3 47.7 repute
appearance 39 13.0 13.0 60.7 all of the 118 39.3 39.3 100.0 above
Total 300 100.0 100.0GRAPHICAL REPRESENTATION: 140 120
100 80 60 40 20 Count 0 slogan company repute all of the above
trade mark appearance attraction
towardsProjectsformba.blogspot.com 64

65. Projectsformba.blogspot.comIN THE NUT SHELL:We make
this question for the marketing departments of the companies
tosuggest them that which things according to the females become
anadvertisement attractive and effective. That‘s things may be of
followings:SloganTrade markCompany reputeAnd appearanceBut
the females said that all of the above options can combinely make
anadvertisement effective and attractive for females.If the companies
give attention to all of the above things then they can attractthe
females toward their products through advertisement. HENCE THE

A project report on advertising effectiveness of cold drinks

A project report on advertising effectiveness of cold drinks

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