ABSTRACT

Indian retail sector is witnessing one of the most hectic Marketing activities of all times.

The companies are fighting to win the hearts of customer who is said God by the business

tycoons. There is always a ‘first mover advantage’ in an upcoming sector. In India, that

advantage goes to “VIVEKS PVT LTD”. It has brought about many changes in the buying

habits of people. It has created formats which provide all items under one roof at low rates, or

so it claims. In this project, we will study its marketing strategies and effectiveness of

advertisement.

The research titled “A study on effectiveness of advertisement carried out by

VIVEKS PVT LTD”, helps us to understand the effectiveness of Advertisement, on the

customers to visit the outlet. The study of Advertisement helps us to know the strategies to

conduct them & how to make them more effective in attracting more & more customers.

The report deals with the impact of Advertisement on attracting customers towards

the outlet and making customers to buy more.

The research was carried out as per the steps of Marketing Research. The well

supportive objectives were set for the study. To meet the objectives primary research was

undertaken. The data collection approach adopted was survey research. The instrument used

for the data collection was questionnaire. The target respondents were the visitors of

VIVEKS PVT LTD, with the sample size of 100 for the study of Advertisement of the

company.

As per the study, most of the people were aware & attracted by the Advertisement

carried out of VIVEKS PVT LTD..

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1. INTRODUCTION

The word advertisement comes form the latin word "advertere meaning” to turn the

minds of towards". Some of the definitions given by various authors are:

According to William J. Stanton, "Advertisement consists of all the activities involved in

presenting to an audience a non-personal, sponsor-identified, paid-for message about a

product or organization."

According to American Marketing Association "advertisement is any paid form of non-

personal presentation and promotion of ideas, goods and services by an identified sponsor".

Advertisement is used for communicating business information to the present and

prospective customers. It usually provides information about the advertisement firm, its

product qualities, place of availability of its products, etc. Advertisement is indispensable for

both the sellers and the buyers. However, it is more important for the sellers. In the modern

age of large scale production, producers cannot think of pushing sale of their products

without advertisement them. Advertisement supplements personal selling to a great extent.

Advertisement has acquired great importance in the modern world where tough competition

in the market and fast changes in technology, we find fashion and taste in the customers.

DEFINITIONS OF ADVERTISEMENT

American Marketing Association has defined advertisement as “any paid form of non-

personal presentation of ideas, goods and services by an indentified sponsor”.

1. According to Webstar, “Advertisement is to give public notice or to announce publicity”.

2. According to Gardner, “Advertisement is the means of mass selling that has grown up

parallel with and has been made necessary to mass production”.

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FEATURES OF ADVERTISEMENT

Communication : Advertisement is means of mass communication reaching the masses. It is a

non-personal communication because it is addressed to masses.

1. Information : Advertisement informs the buyers about the benefits they would get when

they purchase a particular product. However, the information given should be complete and

true.

2. Persuasion : The advertiser expects to create a favorable attitude which will lead to

favorable actions. Any advertisement process attempts at converting the prospects into

customers. It is thus an indirect salesmanship and essentially a persuasion technique.

3. Profit Maximisation : True advertisement does not attempt at maximizing profits by

increasing the cost but by promoting the sales. This way It won‟t lead to increase the price of

the product.

Thus, it has a higher sales approach rather than the higher-cost approach.

4. Non-Personal Presentation : Salesmanship is personal selling whereas advertisement is

non-personal in character. Advertisement is not meant for anyone individual but for all. There

is absence of personal appeal in advertising.

5. Identified Sponsor : A sponsor may be an individual or a firm who pays for the

advertisement. The name of reputed company may increase sale or products. The product

gets good market because of its identity with the reputed corporate body.

6. Consumer Choice : Advertisement facilitates consumer choice. It enables consumers to

purchase goods as per their budget requirement and choice. Right choice makes consumer

happy and satisfied.

7. Art, Science and Profession : Advertisement is an art because it represents a field of

creativity. Advertisement is a science because it has a body of organised knowledge.

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Advertisement is profession is now treated as a profession with its professional bodies and

code of conduct for members.

8. Element of Marking Mix : Advertisement is an important element of promotion mix.

Advertisement has proved to be of great utility to sell goods and services. Large

manufactures spend crores of rupees on advertising.

9. Element of Creativity : A good advertisement campaign involves lot of creativity and

imagination. When the message of the advertiser matches the expectations of consumers,

such creativity makes way for successful campaign.

OBJECTIVES OF ADVERTISEMENT

The fundamental purpose of advertisement is to sell something - a product, a service or

an idea. In addition to this general objective, advertisement is also used by the modern

business enterprises for certain specific objectives which are listed below :

1. To introduce a new product by creating interest for it among the prospective customers.

2. To support personal selling programme. Advertisement maybe used to open customers'

doors for salesman.

3. To reach people inaccessible to salesman.

4. To enter a new market or attract a new group of customers.

5. To light competition in the market and to increase the sales as seen in the fierce

competition between Coke and Pepsi.

6. To enhance the goodwill of the enterprise by promising better quality products and

services.

7. To improve dealer relations. Advertisement supports the dealers in selling he product.

Dealers are attracted towards a product which is advertised effectively.

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8. To warn the public against imitation of an enterprise's products.

IMPORTANCE OF ADVERTISEMENT

Advertisement has become an essential marketing activity in the modern era of large

scale production and serve competition in the market. It performs the following functions:

1. Promotion of Sales : It promotes the sale of goods and services by informing and

persuading the people to buy them. A good advertisement campaign helps in winning new

customers both in the national as wet as in the international markets.

2. Introduction of New Product : It helps the introduction of new products in the market. A

business enterprise can introduce itself and its product to the public through advertising. A

new enterprise can't make an impact on the prospective customers without the help of

advertising. Advertisement enables quick publicity in the market.

3. Creation of Good Public Image : It builds up the reputation of the advertiser.

Advertisement enables a business firm to communicate its achievements in an effort to satisfy

the customers' needs. This increases the goodwill and reputation of the firm which is

necessary to fight against competition in the market.

4. Mass Production : Advertisement facilitates large-scale production. Advertisement

encourages production of goods in large-scale because the business firm knows that it will be

able to sell on large-scale with the help of advertising. Mass production reduces the cost of

production per unit by the economical use of various factors of production.

5. Research : Advertisement stimulates research and development activities. Advertisement

has become a competitive marketing activity. Every firm tries to differentiate its product from

the substitutes available in the market through advertising. This compels every

business firm to do more and more research to find new products and their new uses. If a firm

does not engage in research and development activities, it will be out of the market in the

near future.

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6. Education of People : Advertisement educate the people about new products and their

uses. Advertisement message about the utility of a product enables the people to widen their

knowledge. It is advertisement which has helped people in adopting new ways of life and

giving-up old habits. It has contributed a lot towards the betterment of the standard of living

of the society.

7. Support to Press : Advertisement provides an important source of revenue to the

publishers and magazines. It enables to increase the circulation of their publication by selling

them at lower rates. People are also benefited because they get publications at cheaper rates.

Advertisement is also a source of revenue for TV network. For instance, Doordarshan and

ZeeTV insert ads before, in between and after various programmes and earn millions of

rupees through ads. Such income could be used for increasing the quality of programmes and

extending coverage.

ACTIVE PARTICIPANT IN ADVERTISEMENT

Following are the group of people who are actively involved in advertising.

1. Advertiser : Seller who manufacture and market consumer products are the prominent

group of advertisers. Hindustan unilever , proctor and gamble, Seimen and Larson and toubro

are the examples of advertisers. Also the retailers are the second prominent segment among

advertisers. They stock the products . and sell them to the ultimate consumers. Government

and social organization are also the active participant in this category.

2. Target audience : It refers to the recipient of the advertisement message. Every message

is either directed to a mass audience and class audience. Advertisement desire to cover this

target audience for promoting sales. Advertisement message intends to cover the potential

user and non user who may purchase the product in future.The messages are also directed to

the user of the competitor's product so that they switch over the advertiser's

products.

3. Advertisement Agencies : An advertiser has two options viz. (i) to design, develop and

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produce and advertisement message and get it placed in desired media directly through his

own sales or advertisement department, or (ii) to entrust the entire job of advertising

to a team of highly professionalised, specialised, independent, advertisement agency. An

advertisement agency is composed of creative people, who conceive design, develop and

produce, advertisement message with creative ideas and place it in the desired advertisement

media, for and on behalf of its client (the advertiser). The advertisement agencies usually

charge a commission of 15% on the media bills from the media owners. In addition, they

charge out-of pocket expenses to their clients, i.e. the advertisers. They employ copywriters,

artists, photographers. Typographers, layout designers, editors and such other creative people.

4. Advertisement Production People (Artists) : The production of impressive and

persuasive advertisements is possible only with the active help and creative spirit of the

artists like copywriters, artists, photographers, typographers, layout designers, editors and

such other creative people. Such people are usually employed by the ad agencies or, their

services may be hired by the ad agencies on job basis.

5. Target Audience (Readers, Listeners, Viewers and Present and Future Buyers) :

Advertisement messages are given about products services and ideas to readers, listeners,

viewers and actual and potential buyers, who are known as the audience. The target audience

may be classified into the following three categories, viz.,

(i) existing or, current consumers, who are reminded and influenced to continue their

patronage and to increase the volume of their buying,

(ii) consumers, who buy and use, a competitor‟s brand; hence they are persuaded to buy

the advertised brand, instead of the competitor‟s brand; and

(iii) those consumers, who do not use any such product; and even then, are persuaded to

buy the advertised product.

6. Mass Media : Advertisement messages are communicated to the target audience through

different mass media, such as,

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(i) Print Media : They consist of newspapers, magazines, journals, handbills, etc.

(ii) Electronic Media : They consist of radio, television motion pictures, video, multi-

media and the internet.

(iii) Outdoor Media : They consist off posters, hoarding, handbills, stickers air balloons,

neon sing bill boards, local cinema houses, and transit media.

(iv) Direct Mail : It consist of brouchers, leaflets, pamphlets, letters and return cards

addressed to consumers.

The advertisement agencies guide their clients (advertisers) in selection of the most

appropriate advertisement media, which is known as „media planning‟. Each medium has sits

own merits and demerits.

7. Government Authorities : The business of advertisement is regulated by the government

department. The government adopts law and regulation which have a direct or an indirect

bearing on the advertising. Apart from this ASCI (Advertisement standards council of India)

and ABC (Audit Bureau of circulation) are also some of authorities regulating advertising.

8. Advertisement Production Firms: Advertisement production firms are the support

agencies which help in the production of advertisement. This includes copywriter, artist,

photographers, typographers, producer, editors. These are the people who transform ideas

into a finished forms Thus the success and failure of the advertisement depend on these

people.

CHECK YOUR PROGRESS

1. “Advertisement has become an essential marketing activity in the modern era of

globalization”. Explain.

2. Explain how the following group of people are involved in advertising.

a) Mass Media

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b) Target Audience

c) Advertisement Agencies

d) Government Authorities

3. “To sell something is not the only objective of Advertisement”.

Discuss.

ROLE OF ADVERTISEMENT IN MARKETING MIX

Marketing mix consist of four important variables of marketing, i.e. 4Ps-Product, Price,

Promotion and Place. Apart from the traditional 4 Ps, there are also other variables, i.e.

Packaging, Postion, and Pace.

Advertisement is an element of promotion. However, it not only assists in promoting the

product, but also affects the other variables of marketing mix. This can be explained as

follows:

1. Advertisement and Product : A product is normally a set of physical elements, such as

quality, shape, size, colour and other features. The product may be of very high quality .At

times, the product is so designed that it requires careful handling and operations. Buyers must

be informed and educated on the various aspects of the product. This can be effectively done

through advertising. Thus, advertisement plays the role of information and education.

2. Advertisement and Price : The price is the exchange value of the product. A marketer

may bring out a very high quality product with additional features as compared to

competitors. In such a case, price would be definitely high. But buyers may not be willing to

pay a high price would be definitely high. Here comes advertising. Advertisement can

convince buyers regarding the superiority of the brand and thus its value for money. This can

be done by associating the product with prestigious people, situations, or events.

Alternatively when a firm offers a low price products the job of advertisement needs to stress

the price advantage by using hard hitting copy. It is not just enough to convince, but it is

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desirable to persuade the buyer. Thus advertisement plays the role of conviction and

persuasion.

3. Advertisement and Place : Place refers to physical distribution and the stores where the

goods are available Marketer should see to it that the goods are available at the convenient

place and that too at the right time when the buyers need it. To facilitate effective distribution

and expansion of market, advertisement is of great significance. Thus advertisement do help

in effective distribution and market expansion.

4. Advertisement and Promotion : Promotion consists of advertising, publicity, personal

selling and sales promotion technique. Businessmen today have to face a lot of competition.

Every seller needs effective promotion to survive and succeed in this competitive business

world. Advertisement can play a significant role to put forward the claim of seller, and to

counter the claims of competitor. Through effective advertising, sellers can face competition

and also help to develop brand image and brand loyalty.

5. Advertisement and Pace : Pace refers to the speed in marketing decisions and actions. It

involves among other things the launch of new products or brand variations at greater speed

than before. As and when new brands are launched, advertisement plays an important role of

informing, educating and persuading the customers to buy the product.

6. Advertisement and Packaging : The main purpose of packaging is protection of the

product during transit, and preservation of quality and quantity. Nowadays, marketers take lot

of efforts to develop and design attractive packages as they carry advertisement value. A

creatively design package attract the attention of the customers. It also carries an assurance of

quality and creates confidence in the minds of customers to buy the product.

ADVANTAGES & DISADVANTAGES OF ADVERTISEMENTS

The advertisement informs the consumer about qualities and price of goods and this

makes purchasing easy for the consumers.

As the prices are already advertised, the consumers cannot be over charged.

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By regular advertisement, the manufacturer can sell the goods directly to the

consumers without depending on middlemen this eliminates the Middleman's charges

and profit. It means higher profit to the manufacturer and lower prices to the

consumers.

It helps in improvement of the quality of the goods.

The consumers are attracted by the quality of the products that are advertised. If the

consumers are convinced that the quality is the same that is advertised, they continue

buying.

It helps the consumer to save time. As the consumer has already been the consumer is

not required to spend time in getting the products.

It raises the living standard of consumers.

It provides knowledge about the new designs of the commodities to consumers and

thus consumers consume those commodities and increase their living standard.

Newspapers. Newspapers are one of the traditional mediums used by businesses, both big

and small alike, to advertise their businesses.

Advantages

Allows you to reach a huge number of people in a given geographic area 

You have the flexibility in deciding the ad size and placement within the newspaper 

Your ad can be as large as necessary to communicate as much of a story as you care

to tell 

Exposure to your ad is not limited; readers can go back to your message again and

again if so desired. 

Free help in creating and producing ad copy is usually available 

Quick turn-around helps your ad reflect the changing market conditions. The ad you

decide to run today can be in your customers' hands in one to two days.

Disadvantages

Ad space can be expensive 

Your ad has to compete against the clutter of other advertisers, including the giants

ads run by supermarkets and department stores as well as the ads of your competitors 

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Poor photo reproduction limits creativity 

Newspapers are a price-oriented medium; most ads are for sales 

Expect your ad to have a short shelf life, as newspapers are usually read once and then

discarded. 

You may be paying to send your message to a lot of people who will probably never

be in the market to buy from you. 

Newspapers are a highly visible medium, so your competitors can quickly react to

your prices 

With the increasing popularity of the Internet, newspapers face declining readership

and market penetration. A growing number of readers now skip the print version of

the newspaper (and hence the print ads) and instead read the online version of the

publication.

Magazines. Magazines are a more focused, albeit more expensive, alternative to newspaper

advertising. This medium allows you to reach highly targeted audiences.

Advantages

Allows for better targeting of audience, as you can choose magazine publications that

cater to your specific audience or whose editorial content specializes in topics of

interest to your audience. 

High reader involvement means that more attention will be paid to your

advertisement 

Better quality paper permits better color reproduction and full-color ads 

The smaller page (generally 8 ½ by 11 inches) permits even small ads to stand out

Disadvantages

Long lead times mean that you have to make plans weeks or months in advance 

The slower lead time heightens the risk of your ad getting overtaken by events 

There is limited flexibility in terms of ad placement and format. 

Space and ad layout costs are higher

Yellow Pages. There are several forms of Yellow Pages that you can use to promote and

advertise your business. Aside from the traditional Yellow Pages supplied by phone

companies, you can also check out specialized directories targeted to specific markets (e.g.

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Hispanic Yellow Pages, Blacks, etc.); interactive or consumer search databases; Audiotex or

talking yellow pages; Internet directories containing national, local and regional listings; and

other services classified as Yellow Pages.

Advantages

Wide availability, as mostly everyone uses the Yellow Pages 

Non-intrusive 

Action-oriented, as the audience is actually looking for the ads 

Ads are reasonably inexpensive 

Responses are easily tracked and measured 

Frequency

Disadvantages

Pages can look cluttered, and your ad can easily get lost in the clutter 

Your ad is placed together with all your competitors 

Limited creativity in the ads, given the need to follow a pre-determined format 

Ads slow to reflect market changes

Radio

Advantages

Radio is a universal medium enjoyed by people at one time or another during the day,

at home, at work, and even in the car. 

The vast array of radio program formats offers to efficiently target your advertising

dollars to narrowly defined segments of consumers most likely to respond to your

offer. 

Gives your business personality through the creation of campaigns using sounds and

voices 

Free creative help is often available 

Rates can generally be negotiated 

During the past ten years, radio rates have seen less inflation than those for other

media

Disadvantages

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Because radio listeners are spread over many stations, you may have to advertise

simultaneously on several stations to reach your target audience 

Listeners cannot go back to your ads to go over important points 

Ads are an interruption in the entertainment. Because of this, a radio ad may require

multiple exposure to break through the listener's "tune-out" factor and ensure message

retention 

Radio is a background medium. Most listeners are doing something else while

listening, which means that your ad has to work hard to get their attention

Television

Advantages

Television permits you to reach large numbers of people on a national or regional

level in a short period of time 

Independent stations and cable offer new opportunities to pinpoint local audiences 

Television being an image-building and visual medium, it offers the ability to convey

your message with sight, sound and motion

Disadvantages

Message is temporary, and may require multiple exposure for the ad to rise above the

clutter 

Ads on network affiliates are concentrated in local news broadcasts and station

breaks 

Preferred ad times are often sold out far in advance 

Limited length of exposure, as most ads are only thirty seconds long or less, which

limits the amount of information you can communicate 

Relatively expensive in terms of creative, production and airtime costs

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2. COMPANY PROFILE

Vivek Limited is a professionally managed public Limited company carrying three retail

brands – viveks, Jainsons, adding to the formidable strength of 1000 employees. Vivek Ltd is

one of the most leading and respected consumer electronics and home appliances retail chain

in India.

Vivek popularized several brands by creating visibility and has the distinction of being a

market leader and trendsetter with continuous support from the principal companies. Reliable

services are ensured through cordial customer relationships. CII and Mickinsey raved about

the Viveks brand as “more trusted than the brands it sells”.

THE STORY OF VIVEKS

B.A Lakshmi Narayana Setty influenced by the ideals of Swami Vivekananda set up a small

shop of 200Sq.ft., at Mylapore Chennai, with an investment of only Rs.10,000 ( USD 230) to

sell electrical fitting and folding chairs. Added slowly radios, fans, mixers, irons, heaters and

other household equipments. He named his business Viveks & Co inspired by his Guru

Swami Vivekananda. B.A Kodandaraman took over his reins of Viveks after the demise of

his brother B.A Lakshmi Narayana Shetty and increased the turnover of Rs. 1.65 lakhs ( USD

3,840) in the first year to a stunning figure of 28 cores (643680) by 1980.

During the initial stages the consumer durable electronics were consolidated luxury to make

them reach the mass middle class families. Viveks started an in-house easy monthly

installments scheme. This also helped the company to increase its business and gain new

customers.

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OUR HISTORY

Founders Vision

The Founder had a vision, of

Offering the best products to people on the most affordable terms;

Rendering uncompromising customer care

Offering employment to the deserving and the needy

Serving the larger interests of the Society in ways dear to him

The Concept of “more”

With the opening of two new showrooms at Purusaiwalkam (1968) and T. Nagar (1980),

Vivek and Co broke new ground by being the first to the widest range of consumer durables

under one roof.

Viveks had spent several years laying the foundation for an explosive growth. Its mission was

to be India’s first truly world class, consumer durable retailing chain. It aimed to achieve this

through.

Geographical expansion,

Upgrading operational standards,

Widening its product range,

Offering easy finance solutions and

Quality advertizing, publicity and promotional efforts, creating consumer awareness

in the process.

Its strategy was to offer customers “more” of everything, viz.

More space,

More products,

More brands and models,

More service,

More attractive promotions.

Thus, was born the concept of Viveks “The unlimited Shop”.

While the first 30 years saw the setting up only 3 showrooms, the subsequent 4 years saw

spurt of growth – an addition of 50 more showrooms through the expansions and

acquisitions.

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By these strategic initiative for rapid expansion, by incorporating Viveks Ltd in 1994,

established its dominance in the two states on Tamil Nadu and Karnataka with 51 showrooms

covering a retail space over1, 75,000 sq.ft and boasting of a group turnover of Rs. 400

Cores!!

The future plans envisage setting up of 50 more showrooms in south India.

OUR MANAGEMENT TEAM

Such a meteoric growth has been made possible by the dedicated efforts of the Three Setty

brothers, who always ensured that Viveks was ahead of its time by creating and establishing

competitive, advantages introducing systems to enhance operational effectiveness, changing

with times, without in anyway diluting their CORE BELIEFES of

Offering the best products to the people on the most affordable terms

Passion for the very best products and service, and

Commitment to Quality.

Board of Directors

B.A. Kodandaraman

Chairman & Managing Director

B. A. Chandrashekar

Director

B.A. Srinivasa

GROUP COMPANIES

Viveks Lockers

Viveks group addressed the ever growing need of

customers by launching “vivek Safe Deposit Lockers

Ltd” in Mylapore, Chennai in the year 1993, known as

“Viveks Lockers”. A high safety vault room, in spacious

environment houses more than 800 lockers and provides safe storages facility. The Lockers

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are certainly situated in the city of Chennai for customer convenience,

The board of directors of Viveks Lockers consists of renowned professionals varied schemes

were introduced to suit customer requirements. Viveks Lockers opened a second branch in

Nanganallur, Chennai in 2002.

Vivek Agencies

Viveks with a novel approach to retail business, ventured into a new area in the distribution

channel. Viveks group realized the importance of an integrated approach to retailing well

ahead of time and set up a distribution firm Vivek Agencies in 1976. Starting with the

distribution of Sumeet Mixers, the company has added a whole range of products to its

distribution basket.

AWARDS AND RECOGNITIONS

Awards and Recognitions are an integral part of Vivek’s history as it is more trusted than the

brand it sells!!

The latest, of national and global importance are…..

Platinum Award from Panasonic (Ideas for Life) for 2008-2009.

Usha Fans – Star Performer Modern Retail 2007 -2008.

Canon – Best Performing Partner.

Excellence Award from Sowbaghya our channel partner 2007-2008.

Highest performance award ( chain stores )from voltas 2007.

Best Performance award from Sony 2007.

Star award from Godrej 2006-2007.

Out standing contribution from TaTa sky 2006-2007.

Best dealer award( all categories sales) from Sony 2006.

Images Retail Awards, the first of it’s kind in India, held in New Delhi during

September 2004 saw Vivek bagging the Retailer of the year Award in the Consumer

Electronics section.

Vivek also figures in the first ever listing of the top five hundred retailers in the ASIA

PACIFIC REGION across all segments of retailing. Needless to add no other retailer

of consumer durables in India found a mention in that list!

CUSTOMER SERVICES

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At Viveks, all initiative is taken towards continuous advancements in serving the customer.

One of our most recent endeavours is the Viveks Service Centre, set-up to provide

comprehensive technical assistance in product services, installations and repair.

Viveks Service Centre was inaugurated on 10th September 2004 with a pooja to begin things

on an auspicious note. The Viveks Service Centre incorporates the latest in design and style

elements, so as to create a pleasing environment for customers and employees alike. Much

attention was paid to create the state of the art work conditions for employees and the perfect

ambiance for customers. In fact, each customer is received personally and their product is

taken in for repairs only after a thorough understanding of its technical problems.

The Service Centres operate under a centralized support office which covers all functions of

administration, finance, marketing, human resources, inventory and most importantly a good

customer support team and a dedicated multi-line customer service call centre.

Viveks Service Centre is already the most sought after in service of Sumeet mixers and is fast

gaining popularity within other categories. A Living testament is the 100000+ customers

serviced during the last financial year alone. The Service Centre is authorized by Sumeet,

Panasonic, Philips, Kenstar, Samsung, Voltas, Haier, Hitachi, LG, Morphy Richards, and

many more.

Viveks Service Centre strives to provide a one-stop solution to serve all categories and brands

of household consumer durables from white goods, brown goods, domestic appliances and

lifestyle products.

Viveks Service Centre is by far the largest consumer durable retailer developed initiative in

the country. The flagship outlet is located in the heart of the city at Mylapore and spreads

across 10000 Sq.Ft. with an additional nine branches located at prominent locations across

Chennai. Together covering over 20,000 Sq.Ft. and employing over 350.

Viveks Service Centre - Service Policy

Customer Satisfaction Policy

Quality Spares and Accessories

30 Day Service Guarantee

Certification

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National Electronics Service Dealers Association, USA – Viveks Service Centre is a

certified international member

Customer Service Helpdesk : 044-4213-1616

Viveks Service Centre has its own in-house multi-line dedicated Help Desk with trained

and courteous manpower assisting customers during every stage of the service.

Viveks Service Centre works in collaboration with key manufacturers, enabling a

professional approach to servicing with genuine spares, accessories and trained

manpower.

BRANCH LOCATIONS

Mylapore

Adayar

Annanagar

Nanganallur

Purasawalkam

Tambaram

T.Nagar

Vadapalani

3. OBJECTIVES OF STUDY

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To know the different Medias used by VIVEKS for advertisement.

To determine the effectiveness of each media.

To study consumer perception towards advertisements of VIVEKS.

To understand schemes & offers provided by VIVEKS.

To know the impact of advertisements on sales.

To know the impact of advertisement on its customer

To know which advertisement of Viveks is more effective on TV

To know to what extent advertisement helps in increasing sales

4.SCOPE FOR THE STUDY

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To know the impact of advertisement on its customer

To know which source of advertisement that suits the organization

To know to at what extent advertisement helps in increasing sales

To know customers perception towards advertisement strategy implemented.

To determine effectiveness of advertisement media used by Viveks Pvt Ltd

5.LIMITATIONS OF STUDY

Survey is restricted.

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The period for the research is not enough to study in depth.

The statements of the results generated from the questions that were submitted to one

or more persons is done on the assumption that the respondents have revealed the

correct information that may not be so with all respondents.

6.NEED FOR THE STUDY

In the generation retail shop are served as evidence so as to carry the transaction, signing

P a g e 23 | 54

and becomes hectic activity. The companies are always striving to win the customers heart

and the customers by the business man are said to be king and the king never bargains.

As Viveks is the retail shop and a departmental store to rise the money in a conservative

manner. They come out with many offers as per the customer needs and benefits.

Promotional activity plays a very prominent role to make aware of the things in market, to

attract customers, to sell products and this study of promotional activity help to give a clear

idea.

7.RESEARCH METHODOLOGY

P a g e 24 | 54

SURVEY RESEARCH:

A well structured questionnaire were prepared for customers of VIVEKS PVT LTD for

verifying the effectiveness of advertisement.

SOURCES OF DATA:

Market research requires two types of data i.e. secondary data and primary data. Primary data

has been used abundantly for the study. Well structured questionnaires were prepared & the

survey was undertaken.

There is also a use of secondary data, collected from the various journals, books, websites &

from company managers.

Sampling Method:

Sample size taken for the survey is 50.

Sample unit:

The customers of VIVEKS PVT LTD, Chennai.

Sample frame:

Population of Chennai city.

Hypothesis testing

Ho- more than or equal to 70% people are aware of VIVEKS advertisements.

H1-less than 70% people are aware of VIVEKS advertisements.

ANALYSIS OF THE COLLECTED INFORMATION:

This involved converting raw data into useful information. It involved tabulation of data,

using statistical measures on them for developing frequency distributions & calculating the

averages.

RESEARCH FINDINGS:

The research findings and personal experience is used to propose recommendations.

P a g e 25 | 54

Statistics

100

0

Valid

Missing

100 100.0 100.0 100.0YesValidFrequency Percent Valid Percent

CumulativePercent

8. DATA ANALYSIS AND INTERPRETATION

TABLE NO:1 THE TABLE SHOWING DO YOU KNOW VIVEKS?

CHART NO:1 THE CHART SHOWING DO YOU KNOW VIVEKS?

Analysis From the survey we can come to know that 100% respondents are known the Viveks in Chennai City.

Interpretation

The study shows that the Viveks known by all the 100 respondents Where we have done survey in Chennai.

P a g e 26 | 54

Statistics

100

0

Valid

Missing

N

38 38.0 38.0 38.0

34 34.0 34.0 72.0

2 2.0 2.0 74.0

26 26.0 26.0 100.0

100 100.0 100.0

News Paper

Televsion

Internet

Friends

Total

ValidFrequency Percent Valid Percent

CumulativePercent

Friends

Internet

Televsion

News Paper

TABLE NO:2 THE TABLE SHOWING HOW DO YOU COME TO KNOW ABOUT VIVEKS?

CHART NO: 2 THE CHART SHOWING HOW DO YOU COME TO KNOW ABOUT VIVEKS?

Analysis

From the study we can come to know that in 100% respondents, 38% people are known Viveks by News paper,34% people are known by TV, 2% people are known by internet, other 26% people are known by friends.

Interpretation

By this study we can come to know that news paper and TV plays major role to introduce the Viveks to people.

P a g e 27 | 54

Statistics

100

0

Valid

Missing

N

6 6.0 6.0 6.0

30 30.0 30.0 36.0

4 4.0 4.0 40.0

18 18.0 18.0 58.0

30 30.0 30.0 88.0

12 12.0 12.0 100.0

100 100.0 100.0

First time

once a week

twice a week

weekends

once a month

any time

Total

ValidFrequency Percent Valid Percent

CumulativePercent

any time

once a month

weekends

twice a week

once a week

First time

TABLE NO:3 THE TABLE SHOWING HOW OFTEN DO YOU VISIT VIVEKS?

CHART NO: 3 THE CHART SHOWING HOW OFTEN DO YOU VISIT VIVEKS?

Analysis

Out of 100 respondents 6% said that is their first time they have visited,30% people are visiting once in a week, 4% people are visited twice a week, 18% people are visiting only weekends, some 12% people visit any time to Viveks.

Interpretation

From this study most of people visit to Viveks one time in week and monthly.

P a g e 28 | 54

Statistics

100

0

Valid

Missing

N

100 100.0 100.0 100.0yesValidFrequency Percent Valid Percent

CumulativePercent

yes

120

100

80

60

40

20

0

TABLE NO:4 THE TABLE SHOWING HAVE YOU COME ACROSS VIVEKS ADVERTISEMENT?

CHART NO: 4 THE CHART SHOWING HAVE YOU COME ACROSS VIVEKS ADVERTISEMENT?

Analysis

Out of 100 respondents all are saying they have come across the advertisements of Viveks.

Interpretation

From the survey we can come to know that all people have come across the advertisements carried out by Viveks.

P a g e 29 | 54

Statistics

100

0

Valid

Missing

N

26 26.0 26.0 26.0

66 66.0 66.0 92.0

4 4.0 4.0 96.0

4 4.0 4.0 100.0

100 100.0 100.0

print media

telivision

internet

others

Total

ValidFrequency Percent Valid Percent

CumulativePercent

TABLE NO:5 THE TABLE SHOWING WHICH ARE THE ADVERTISEMENT MEDIA YOU COME ACROSS

CHART NO: 5 THE CHART SHOWING WHICH ARE THE ADVERTISEMENT MEDIA YOU COME ACROSS

Analysis

Out of 100 respondents 26% people have come across the print media adds, 66% people have come across TV adds,4% people have come across by internet media,4% people by others media. Interpretation

By our survey most of the people means 66% have come across television media which ads come from TV.

P a g e 30 | 54

TABLE NO:6 THE TABLE SHOWING RATE THE MEDIA WHICH IS INFLUENCABLE

Factors Print media Telivision Internet Radio

Influencable One 32 63 22 12

Moderate 44 32 58 24

Not Influencable one 24 5 30 64

Total 100 100 100 100

CHART NO: 6 THE CHART SHOWING RATE THE MEDIA WHICH IS INFLUENCABLE

0

10

20

30

40

50

60

70

Print media Telivision Internet Radio

Influencable One

Moderate

Not Influencable one

Analysis

Out of 100 respondents for print media, 32% people said it is influence one,44% people said print media is moderate one, other 24% people said it is not influence media. For the TV media in 100 respondents 63% said it is influence media, 32% people said it is moderate one, other 5% people said it is not influence media. For the internet media out of 100 respondents, 22% people said it is influence media, 58% people said it is moderate one, other 30% said it is not influence media. For the Radio 12% said it is influence one, 24% said it is moderate one, other 64% people said Radio media is not influence one.

Interpretation

From the study we can come to know that Television is most influence media comparing to other Medias. It shown by the above rating points. We can say that print media and internet Medias are moderate one. Lastly radio is not influence one comparing to others.

P a g e 31 | 54

Statistics

100

0

Valid

Missing

N

72 72.0 72.0 72.0

4 4.0 4.0 76.0

6 6.0 6.0 82.0

12 12.0 12.0 94.0

6 6.0 6.0 100.0

100 100.0 100.0

telivision ads

hordings,bordings&paintings

standees & drop downs

leaflets&pamplets

others

Total

ValidFrequency Percent Valid Percent

CumulativePercent

others

leaflets&pamplets

standees & drop down

hordings,bordings&pa

telivision ads

TABLE NO:7 THE TABLE SHOWING WHICH ARE THE ADVERTISEMENT YOU COME ACROSS

CHART NO: 7 THE CHART SHOWING WHICH ARE THE ADVERTISEMENT YOU COME ACROSS

Analysis

Out of 100 respondents 72% people have come across the TV ads,4% people have come across hordings, bordings & paintings,6% people have come across standees & drop downs, 12% people have come across leaflets & pamplets, 6% people have come across other advertisement. Interpretation

From the survey it is completely clear that television ads are more important than other advertisements.

P a g e 32 | 54

Statistics

100

0

Valid

Missing

N

80 80.0 80.0 80.0

20 20.0 20.0 100.0

100 100.0 100.0

good

average

Total

ValidFrequency Percent Valid Percent

CumulativePercent

averagegood

100

80

60

40

20

0

TABLE NO:8 THE TABLE SHOWING WHAT IS YOUR OPINION ABOUT VIVEKS?

CHART NO: 8 THE CHART SHOWING WHAT IS YOUR OPINION ABOUT VIVEKS?

Analysis

Out of 100 respondents 80% people has given opinion as good about the Viveks.other 20% people has given their opinion as average. Interpretation

From the survey it is clear that 80% people are having good opinion about Viveks,

P a g e 33 | 54

Statistics

100

0

Valid

Missing

N

12 12.0 12.0 12.0

58 58.0 58.0 70.0

26 26.0 26.0 96.0

4 4.0 4.0 100.0

100 100.0 100.0

highly attractive

attractive

moderate

less attractive

Total

ValidFrequency Percent Valid Percent

CumulativePercent

less attractive

moderate

attractive

highly attractive

TABLE NO:9 THE TABLE SHOWING WHAT DO YOU THINK ABOUT VIVEKS ADVERTISEMENT

CHART NO: 9 THE CHART SHOWING WHAT DO YOU THINK ABOUT VIVEKS ADVERTISEMENT

Analysis Out of 100 respondents,12% people think ads are highly attractive,58% people think that ads are only attractive, 26% people think that the ads are moderate,4% people think that the ads are less attractive. Interpretation

From the survey we can come to know that more people ie 58% people agreed that the advertisements of Viveks are very attractive.

P a g e 34 | 54

Statistics

100

0

Valid

Missing

N

8 8.0 8.0 8.0

16 16.0 16.0 24.0

20 20.0 20.0 44.0

48 48.0 48.0 92.0

8 8.0 8.0 100.0

100 100.0 100.0

Very infoGives grtr prdt infoHelps in indenti Viveks as diffHg influe to visit Viveks andpur

Gvs grtr awr abt of Viveks &pur

Total

Valid

Frequency Percent Valid PercentCumulative

Percent

8.0%

48.0%20.0%

16.0%

8.0%

gvs grtr awr abt of

hg influe to visit bhelps in indenti Viveks

gives grtr prdt info

very info

TABLE NO:10 THE TABLE SHOWING WHAT DO YOU FEEL BY WATCHING VIVEKS ADVERTISEMENT

CHART NO: 10 THE CHART SHOWING WHAT DO YOU FEEL BY WATCHING VIVEKS ADVERTISEMENT

Analysis

Out of 100 respondents 8% people felt that ads are very informative, 16% people felt that it gives greater product information,20% people said that in identification of Viveks as differently,48% people said that it is highly influenced to visit Viveks and purchasing, 8% people said that it gives greater awareness about Viveks.

Interpretation By the survey it is clear that maximum people felt that advertisements are helpful to know about Viveks and it is highly influenced to purchasing products there.

P a g e 35 | 54

Statistics

100

0

Valid

Missing

N

68 68.0 68.0 68.0

32 32.0 32.0 100.0

100 100.0 100.0

yes

no

Total

ValidFrequency Percent Valid Percent

CumulativePercent

noyes

80

70

60

50

40

30

20

10

0

TABLE NO:11 THE TABLE SHOWING HAVE YOU SEEN HORDINGS OF VIVEKS?

CHART NO: 11 THE CHART SHOWING HAVE YOU SEEN HORDINGS OF VIVEKS?

Analysis

Out of 100 respondents 68% people have seen hoardings of Viveks; other 32% people have not seen the hoardings of Viveks.

Interpretation

From the study it is cleared that more people have seen the hoardings of Viveks.It helps to develop the awareness in customer mind.

P a g e 36 | 54

Statistics

100

0

Valid

Missing

N

66 66.0 66.0 66.0

12 12.0 12.0 78.0

6 6.0 6.0 84.0

14 14.0 14.0 98.0

2 2.0 2.0 100.0

100 100.0 100.0

tv advertisment

hoardings

road shows

pamplets

wallpaints

Total

ValidFrequency Percent Valid Percent

CumulativePercent

TABLE NO:12 THE TABLE SHOWING ACCORDING TO YOU WHICH MEDIA WILL BE HELP FULL FOR GETTING INFORMATION ABOUT VIVEKS?

CHART NO: 12 THE CHART SHOWING ACCORDING TO YOU WHICH MEDIA WILL BE HELP FULL FOR GETTING INFORMATION ABOUT VIVEKS?

Analysis

Out of 100 respondents 66% people are getting information about Viveks by TV ads,12% are getting by hoardings,6% people are getting by road shows, 14% are getting by pamphlets,2% are getting by wall paints

Interpretation From the survey we can come to know that TV ads are more effective than other medias, people are getting more information about Viveks by it only.

P a g e 37 | 54

TABLE NO:13 THE TABLE SHOWING RATINGS OF VIVEKS

Factors

Ratings

1 2 3 4 5

Hoardings 15 20 10 25 30

Boardings 15 10 28 22 25

Paintings 20 25 12 18 25

CHART NO: 13 THE CHART SHOWING RATINGS OF VIVEKS

1-HIGHEST & 5-LOWEST

0

5

10

15

20

25

30

35

Hoardings Bardings Paintings

FACTORS

RE

SP

ON

DE

NT

S RANK-1

RANK-2

RANK-3

RANK-4

RANK-5

Analysis

For hoardings people have ranked 1-5 ie 15% people are given 1 as best, 30% people has given 5th rank as worst, other gave 2,3&4. For boarding’s 15% has given 1 st rank as best, 25% people has given 5th as worst,other gave 2,3&4. For painting’s 20% people has given 1st rank, 25% people gave 5th rank.

Interpretation

From the survey it is cleared that more people has given 1 st rank for paintings, worst rank has to be given hoardings.

P a g e 38 | 54

Statistics

100

0

Valid

Missing

N

12 12.0 12.0 12.0

74 74.0 74.0 86.0

14 14.0 14.0 100.0

100 100.0 100.0

great exchannge offer

buy one get one free

buy 3 appreals at 999

Total

ValidFrequency Percent Valid Percent

CumulativePercent

buy 3 appreals at 99buy one get one free great exchannge offe

80

60

40

20

0

TABLE NO:14 THE TABLE SHOWING FROM THE FOLLOWING WHICH OFFER YOU COME ACROSS

CHART NO: 14 THE CHART SHOWING FROM THE FOLLOWING WHICH OFFER YOU COME ACROSS

Analysis

Out of 100 respondents 12% people have come across great exchange offer,74% people have come across buy one get one free offer, other 14% people have come across buy 3 apparels at 999 offer. Interpretation

From the study we can come to know that more people have come across buy one get one free offer.

P a g e 39 | 54

Statistics

100

0

Valid

Missing

N

66 66.0 66.0 66.0

30 30.0 30.0 96.0

4 4.0 4.0 100.0

100 100.0 100.0

satisfied

neither satisfiednor dissatisfied

dissatisfied

Total

ValidFrequency Percent Valid Percent

CumulativePercent

dissatisfied

neither satisfied nor dis

satisfied

TABLE NO:15 THE TABLE SHOWING ARE YOU SATISFIED BY THE OFFER PROVIDED BY VIVEKS?

CHART NO: 15 THE CHART SHOWING ARE YOU SATISFIED BY THE OFFER PROVIDED BY VIVEKS?

Analysis

Out of 100 respondents 66% people have satisfied with the offer provided by the Viveks,30% people are neither satisfied nor dissatisfied with the offer,4% people are dissatisfied with the offer. Interpretation

From the survey more people are satisfied with the offer which provided by Viveks.

P a g e 40 | 54

Statistics

100

0

Valid

Missing

N

100 100.0 100.0 100.0yesValidFrequency Percent Valid Percent

CumulativePercent

yes

120

100

80

60

40

20

0

TABLE NO:16 THE TABLE SHOWING IS THE SIGNAGE HELPFUL IN THE STORE?

CHART NO: 16 THE CHART SHOWING ARE YOU SATISFIED BY THE OFFER PROVIDED BY VIVEKS?

Analysis

Out of 100 respondents fully 100% people are agreed with the signage, it is helpful in the store.

Interpretation

From the survey it is cleared that all respondents agreed with the signage.

P a g e 41 | 54

Statistics

performance promoted by Viveks ?

100

0

Valid

Missing

N

4 4.0 4.0 4.0

32 32.0 32.0 36.0

46 46.0 46.0 82.0

14 14.0 14.0 96.0

4 4.0 4.0 100.0

100 100.0 100.0

first rank

second rank

third rank

fourth rank

fifth rank

Total

ValidFrequency Percent Valid Percent

CumulativePercent

TABLE NO:17 THE TABLE SHOWING ARE YOU SATISFIED WITH THE MEDIAS PERFORMANCE PROMOTED BY VIVEKS ?

CHART NO: 17 THE CHART SHOWING ARE YOU SATISFIED WITH THE MEDIAS PERFORMANCE PROMOTED BY VIVEKS ?

Analysis

Out of 100 respondents 4% people has given the 1 st rank to media’s performance, 32% people has given 2nd rank, 46% people has given 3rd rank,14% people has given 4th rank, 4% people has given 5th rank.

InterpretationFrom the study we can come to know that more people given 3 rd rank towards media’s performance promoted by Viveks.

P a g e 42 | 54

Statistics

100

0

Valid

Missing

N

80 80.0 80.0 80.0

20 20.0 20.0 100.0

100 100.0 100.0

defenetly

not sure

Total

ValidFrequency Percent Valid Percent

CumulativePercent

not suredefenetly

100

80

60

40

20

0

TABLE NO:18 THE TABLE SHOWING WOULD YOU LIKE TO VISIT VIVEKS AGAIN?

CHART NO: 18 THE CHART SHOWING WOULD YOU LIKE TO VISIT VIVEKS AGAIN?

Analysis

Out of 100 respondents 80% people said that they definitely visit again,20% people said as not sure.

Interpretation

From the study more people want to visit again to Viveks.

P a g e 43 | 54

TABLE NO:19 THE TABLE SHOWING DO YOU WATCH /READ

ADVERTISEMENT?

Do y ou wa tc h /re a d a dv e rtis e m e nt?

8 5 8 5 .0 8 5 .0 8 5 .0

1 5 1 5 .0 1 5 .0 1 0 0 .0

1 0 0 1 0 0 .0 1 0 0 .0

y e s

n o

To ta l

Va l i dFre q u e n c y Pe rc e n t Va l i d Pe rc e n t

Cu mu la t i v ePe rc e n t

CHART NO: 19 THE CHART SHOWING DO YOU WATCH /READ

ADVERTISEMENT?

Do you watch /read advertisement?

Do y o u wa tc h /re a d a d v e rt i s e me n t?

noyes

Fre

qu

en

cy

100

80

60

40

20

0

15

85

Analysis

Out of 100 respondents 85% people said yes and 15% people said no.

Interpretation

The graph shows that 85 respondents likes to read /watch the advertisement, and 15 not likes

to read /watch the advertisement.

P a g e 44 | 54

TABLE NO:20 THE TABLE SHOWING I LIKE AD OF ABOVE, BECAUSE OF

I l i k e a d o f a b o v e , b e c a u s e o f

5 0 5 0 .0 5 0 .0 5 0 .0

3 3 3 3 .0 3 3 .0 8 3 .0

1 2 1 2 .0 1 2 .0 9 5 .0

5 5 .0 5 .0 1 0 0 .0

1 0 0 1 0 0 .0 1 0 0 .0

Ce l e b ri t i e s

Hu mo r

Ac t i o n

T h ri l l e r

T o ta l

Va l i dF re q u e n c y Pe rc e n t Va l i d Pe rc e n t

Cu mu l a t i v ePe rc e n t

CHART NO: 20 THE CHART SHOWING I LIKE AD OF ABOVE, BECAUSE OF

I like ad of above, because of

I l i k e a d o f a b o v e , b e c a u s e o f

Thr illerAct ionHumorCelebr it ies

Fre

qu

en

cy

60

50

40

30

20

10

0 5

12

33

50

Interpretation

50 respondents say they like advertisements because of celebrities.

33 respondents say they like advertisements because of Humor.

12 respondents say they like advertisements because of Action.

5 respondents say they like advertisements because of Thriller.

P a g e 45 | 54

9. FINDINGS

1. By the study, we can come to know that 100% respondents are aware of Viveks.

2. In the 100 respondent, 38% people are known by news paper,34% people

a. Are known by TV, others are known by internet and friends.

3. 30% of the people want to visit once a week and month.

4. 100% people have come across the Viveks’s advertisements.

5. By the survey we can say that 66% people have come across the TV and 26%

a. People have come across print media. some people have come across internet

and others media.

6. According to the respondents view television is most influence media, maximum

people said radio is not influence media

7. By the survey we can say most of the people know VIVEKS by its tv advertisement..

8. According to respondents view 80% people say Viveks is good & 20% people say

Viveks is average.

9. Around 58%people said Viveks advertisement is attractive,26% people said Viveks

advertisement is moderate.

10. By the study we came to know that most of people are highly influenced by

Viveks advertisement & want to visit Viveks & purchase.

11. Around 62 % of people has seen the Hoardings of Viveks.

12. In 100% respondents 66% of people said tv advertisement’s are help full on

getting information of Viveks & very less said Road shows & Wallpaints.

13. According to respondents many people rate 5 for Hoardings, Paintings & some of

people rate 3 for Boardings.

14. In 100% respondents 74% of people are aware of Buy One Get One offer & others

are aware of great exchange offer, buy 3 apparels at 999 offer.

15. By the survey we come to know that 66% of people are satisfied by the offer provided

by Viveks & only 4% some people are dissatisfied.

16. 100% of respondents said signage is help full in store.

17. In 100% respondents 46% rank 3 for performance of medias provided by Viveks &

4% each ranked first & fifth rank.

18. By the survey we come to know that 80% people want to visit Viveks & 20% of

people are not sure to visit Viveks.

P a g e 46 | 54

19. 85% respondents watch/read ads everyday and 15% respondents don’t watch/read ads

everyday.

20. 50% respondents like the above ad in TV because of celebrities ,33% respondents like

because of humor

P a g e 47 | 54

10. SUGGESTIONS

Since the Tv Advertisement is most attractive media as per the respondents view,

company can concentrate on TV ads by making them more attractive and in a

medium that’s understandable by people of in and around Chennai city, to inform

about any new deals like ANNIVERSARY CELEBRATION Offers & SAB SE

SASTA DIN.,

Hoardings & Paintings are good source of advertisements so company has to

concentrate on this advertising aspect Hoardings & Paintings has to be increased &

placed in more crowded areas.

Viveks has to concentrate on more offers & may provided discounts, more exchange

offers.

Now a days Radio & Internet are good source of medias company has to give more

advertisements on these medias, to reach maximum people.

P a g e 48 | 54

11. CONCLUSION

Indian retail sector is witnessing one of the most hectic Marketing activities of all

times. The companies are fighting to win the hearts of customer who is God said by the

business tycoons. There is always a ‘first mover advantage’ in an upcoming sector. In India,

that advantage goes to “VIVEKS”. It has brought about many changes in the buying habits of

people. It has created formats which provide all items under one roof at low rates.

The consumers preferences are changing & they are moving from Traditional Kirana

stores to Modern Retail outlet. It’s the main challenge to the Modern retail outlets to attract

the customers towards them from that of competitors. To attract more customers companies

have to carryout the promotional activities in unique way. VIVEKS has maintained that

uniqueness & has succeeded in attracting customers.

The advertisement of the company like TV ads, print media & pamphlets are good

advertisements which made its place in minds of customer to find VIVEKS differently. As

the competition is becoming stiff in the market the activities conducted by the company are

unique, that have brought fruitful result to the company. Among them Advertisement is one

of the leading activity or unique among all other activities & has high influence on the

customer walk-in.

P a g e 49 | 54

12. BIBLOGRAPHY

Reference Books:

Marketing Management Philip Kotler

Marketing Research A.Parasuraman

Websites:

www.Google.com

www.viveks.com

www.futuregroup.com

P a g e 50 | 54

13. QUESTIONARIE

Dear Sir/Madam,

Name: ____________________

Address (location): _________________________

Contact Number: _________________________

Sex: Male Female

Please let me know a little more about yourself.

Please specify your Age group (years);

(a) Less than 25 (b) 26-40

(c) 41-50 (d) Over 50

Please specify your monthly household income (Rs.);

(a) Less than 10,000 rupees/month

(b) 1,0000 to 20,000 rupees/month

(c) 20,000 to 30,000 rupees/month

(d) Over 30000 rupees/month

. Occupation:

Business Employee Professional

House wife Student

1) Do you know VIVEKS?

Yes No

(If yes continue else skip)

2) How do you come to know about VIVEKS outlet?

a) News Paper b) Television c) Radio d) Internet e) Friends

P a g e 51 | 54

3). How often do you visit VIVEKS ?

First time Once a week Twice a week

Weekends Once a month Anytime

4) Have you come across the advertisement of VIVEKS?

Yes No

(If yes continue else skip)

5) Which are the advertisement media of VIVEKS you come across?

Print media Television

Internet Radio Others

6) Rate which media is influencable

(1 is highest & 5 is lowest)

Influencable one Moderate Not Influencable one

Print media

Television

Internet

Radio

7) Which are the advertisements of VIVEKS you come across?

Television Ads Hoardings, Boardings & Paintings

Standees & drop downs Leaflets & Pamphlets

Others _ _ _ _ _ _ _ _ _ _

8) What is your opinion about advertisements?

Very good Good Average Bad Worst

9) What do you think about VIVEKS’s advertisements?

Highly attractive Attractive

Moderate Less Attractive

10) What do you feel by watching advertisements of VIVEKS?

Very informative

Gives greater product information

Helps in identifying VIVEKS as differently

Highly influences to visit VIVEKS & purchase

Gives greater awareness about VIVEKS & purchase

P a g e 52 | 54

11) Have you seen hoardings of VIVEKS in Chennai?

Yes No

12) According to you, which media will be helpful to you for getting information about

VIVEKS?

TV advertisement

Hoardings

Road shows

Pamphlets

Wallpaints

13) Rate the following factors of VIVEKS compared to other outlets.

(1 is highest & 5 is lowest)

Ratings

1 2 3 4 5

Hoardings

Boardings

Paintings

14) From the following, which are the offers are you aware

a) Great exchange offer b) Buy one get one free

c) Buy 3 appeareals at 999

15) Are you satisfied by the offer provide by VIVEKS

Highly Satisfied Neither satisfied dissatisfied Highly

Satisfied Nor dissatisfied dissatisfied

16) Is the signage in the store helpful?

(a) Yes (b) NoIf No, (Please specify reasons) _________________________________________________

17) Are you satisfied with the Medias performance promoted by VIVEKS ?

P a g e 53 | 54

Rank the following where 1 is least satisfied and the 5 highly satisfied

1 2 3 4 5

18) Would you like to visit VIVEKS again ?

(a) Definitely (b) Not sure (c) No

If No, (Please specify the reasons)

____________________________________________________

19) Suggestions or comment for further improvement of advertisement at

VIVEKS ___________________________________________________________________

___________________________________________________________________________

P a g e 54 | 54