Summer Training Report

On

“Impact of media on the consumer buying behaviour from the products displayed

in golf courses in Delhi & NCR Region”

Under the supervision of

Mr. K. Srinivas Rao

Chief of Operations

Value2ad, New Delhi

By

Dinesh bhatt (10070500116)

Submitted to

Department of management studies

Dehradun Institute of Technology, Dehradun

August 2011

1

Student’s Declaration

Dinesh Bhatt

10070500116

Depatment of Management Studies

DIT, Dehradun

Statement by the student

IDinesh Bhatt the undersigned, student of Dehradun Institute of Technology

Dehradun, declare that this project report titled “Impact of media on the consumer

behaviour from the products displayed in golf courses in Delhi & NCR Region” is

submitted in partial fulfilment of the requirement for the summer internship project

during the Post Graduate Program in Management. I also declare that this is my

original work and has not been previously submitted as part of any other degree,

diploma of another B-school or University. The findings and conclusions of the data in

this report are based on my personal study, during the tenure of my summer internship.

Date:

Dinesh bhatt

2

Acknowledgements

I express my sincere thanks to Mr K.Srinivas Rao, My summer internship guide who

have given me the opportunity to work on such a challenging project. I also would like

to thank the commuter’s help, without which it would not have been possible to

accomplish the project successfully. Their timely feedback has facilitated in bringing

the project in the present form.

Last but not the least I would also like to thank Mr. Ashwin Yadav who took

time off to share insights about their experiences while travelling in Golf Courses. This

helped us immensely to understand the psyche of the consumer. We just hope that the

recommendations and suggestions presented by me are considered seriously.

3

EXECUTIVE SUMMARY

Value2ad offers all on-site all golf services to all age group and class of people in the

society, to the level and extent what they are looking for. Our clients are all major

corporate companies who target premium class of people to increase their footfalls and

to increase the sales of their products and all those people who play golf.

Across India golf is now days played in every city and town and has seen an explosion

of growth over last 5 years as the new private golf club came into existence and the

way youth is taking entrust in it. While there are currently two branches of the parent

company (value2ad), with the name of Golf Outdoor and 9th Hole in which they provide

different services all related to golf or inside the golf course.

Golf Outdoor- it deals with the all branding and media promotions of the

companies who wont to target premium class of people and wont to do there

promotion inside the golf courses with the help of outdoor hoardings, banners ,

posters all across the golf courses i.e. cafeteria, health club , open areas ,

receptions etc. all across India

9th Hole- it deals with the Above the line (ATL) & Below the line (BTL)

activities and the golf tournaments all across India ( PAN INDIA )

Value2ad marketing strategy is to acquire more and more golf course in India which

include private and public both as they are the only player in the market who is dealing

with the branding inside the golf course. All services are provided by the well

experienced staffs that are in this industry from past more than 10 years and are

committed to available for the clients all around the clock’s.

The management of Value2ad consist of C.E.O Mr. Ashwin Yadav and Mr. Nitin

Yadav. Value2ad has extensive experience in golf and has worked in SALES and

MARKETING for 5 years. Both will be taking hands-on management roles in the

company. In addition, they have assembled a board of advisors to provide management

expertise. The advisors are; Mr K.Srinivas Roy, Mr Pankaj,

Already they have service commitments from over 15 clients and plan to aggressively

build their client base through newspapers, local television and direct mail advertising

and as well as with the help of personal meeting with the other corporate companies.

4

The loving on-site services and work that Value2ad will provide is sure to appeal to

other corporates also for their media promotions throughout the India.

5

INDEX

Number Subject Page number

1 Introduction 1-20

Introduction of industry (MEDIA & ADVERTISING)

Introduction of company

Company profile

1. Vision , Mission and Values

2. About the product

Major competitors

Achievements of the company

About the project

2 Research methodology 21-40

Problem definition

Introduction

research design

Source of data

Research instrument

Data collection method

3 Data analysis and interpretation 41-54

4 Findings

Conclusion

Recommendation

Limitation

Bibliography

Appendix

55-62

LIST OF TABLE/CHARTS/ DIAGRAM/FIGURS

6

Sr.

No

Topic Page No.

1 A picture showing how advertisements are done inside golf

course

2

2 A picture of street media advertisements 3

3 A chart on advantages and disadvantages of impact of golf

courses

5

4 A graph on percentage contributions on different types of

media

9

5 A calendar show the upcoming events of golf in coming

months

14

6 Table on the people whom they are targeting 15

7 Company site MAP 16

8 Different charts and graphs based on the data collected from

the research work done on the golf courses

41-54

9 Questionnaire 59-62

CHAPTER :1

INTRODUCTION OF THE COMPANY

7

Type – Private Limited Company

Founded- 2005

Regd. Office; plot no-116, street no-10, Libaspur, New Delhi- 110042

Head office; Bungalow no. 123, 1st floor, Aram Nagar, Part-1, 7 Bungalow Fishery

University Road. Andheri (W), Mumbai-400061

Key people

Ashwin Yadav ( M.D & CEO )

Nitin Yadav (Chief manager acquisition)

K.Srinivas rao ( Chief Of Operations)

Industry- Media and Advertisements

Services - 1) GOLF OUTDOOR-

Outdoor Advertising

Branding

Media Promotions

2) 9th Hole-

Event Management

8

ATL & BTL Activities

Golf Tournaments

The Value 2 Ad is a team comprised of marketing experts holds many years’

experience in advertising of print, out of home, digital, sports (Golf) and leisure

industries.

Several media properties are installed in the golf courses where there is high circulation

of players, members and consumers. The advertisement displays will hold the attention

of this highly desirable demographic. The display formats are a mixture of advertising

structures on exterior, interior which includes club house, restaurant, bar, gym,

changing rooms, lounges and on the course will deliver the advertising messages

effectively to the target group.

Value 2 Ad is committed to delivering the ad messages to the top echelon in sales

prospective, product and services to both clients and advertisers.

We have conquered Indian Golf advertising Market and currently expanding to the

other world markets. Stay tuned.

Company mission

To reach a target group of affluent Golfers and their family members.

Research shows that reaching your target during leisure yields a substantially higher

brand recall rate. Value 2 Ad offers a cost effective medium other than Airport media,

Mall Media or any other alternate media to reach an upscale captive target group while

they are at their dwell time.

Our demographic = Your consumers

9

Your message can reach over4 lakh people every month,If you want, we can putin

a good word for you.

10

ABOUT THE PRODUTS & SERVICES

GOLF OUTDOOR

This company majorly deals with the acquisition of golf courses and branding inside

the golf courses. For acquisition they deal with both public and private golf courses,

currently they are holding 110 golf courses all across India; they have collaboration

with INDIAN ARMY for next 15 years and have acquired some private golf courses

and still counting. These acquisitions are done to take the sole rights of all in-out

activities which are done on a regular basses inside the golf courses.

Now if we talk about BRANDING

Branding is that a brand is a name or symbol that is commonly known to identify a

company or its products and separate them from the competition.

A well-known brand is generally regarded as one that people will recognise, often even

if they do not know about the company or its products/services. These are usually the

businesses name or the name of a product, although it can also include the name of a

feature or style of a product.

The overall ‘branding’ of a company or product can also stretch to a logo, symbol, or

even design features (e.g. regularly used colours or layouts, such as red and white for

Coca Cola.) that identify the company or its products/services.

Branding Benefit their Business, its helps to provide

11

Recognition and Loyalty- The main benefit of branding is that customers are

much more likely to remember your business.

Image of Size- A strong brand will project an image of a large and

established business to your potential customers.

Image of Quality- A strong brand projects an image of quality in your

business; many people see the brand as a part of a product or service that

helps to show its quality and value.

Image of Experience and Reliability- A strong brand creates an image of an

established business that has been around for long enough to become well

known.

Multiple Products- If your business has a strong brand; it allows you to link

together several different products or ranges. You can put your brand name

on every product or service you sell, meaning that customers for one product

will be more likely to buy another product from you.

In Value2ad they proved a platform for other companies to turn their product

in to a brand and with the help of this; these company can increase the

number of footfall, which will let to increase the number of sales of their

product. Advertising is done with the help of physical advertising medium

such as

Coffee cup advertising

In-store advertising

Billboard advertising

Street advertising.

History of golf in India

In India you can play golf almost anywhere, for this outdoors sport is widely played by

a cross-section of people to the country's often-dramatic background. In the hills and

high Himalayan fastness, in metropolitan cities and in small towns, by lakes and

forests, or surrounded by tea estates, out in the desert and in old British cantonments...

the flavor of India is visible everywhere that golf in the country is played.

12

India was the first country outside of Great Britain to take up the game of golf. The

Royal Calcutta Golf Club, established in 1829, is the oldest golf club in India, and the

first outside Great Britain. With the growing influence of the British in the Indian

empire, the eighteenth century saw a mushrooming of new golf clubs in India.

Wherever land was available and grass grew, golf found a new HOME.

The founding of the Royal Calcutta Golf Club in 1829 was followed by the nowdefunct

Royal Bombay Golf Club in 1842 and the Bangalore Golf Club in 1876.The Shillong

Golf Club incorporated a golf course in 1886.

Golf had already been played in India for 59 years before the first major course was

opened in the USA and Europe in 1888. By the end of the 19th century, India already

had a dozen golf clubs.

What makes golfing in India exciting is the diversity of its courses. Not only does it

have the oldest golf club in the world outside Great Britain, but also the highest, at

Gulmarg (altitude 2,700 metres) in Kashmir. There are golf courses in the mountains,

plains, and deserts and at beach resorts. The environment of each course is unique in its

culture and history, highlighting all that makes India a diverse destination. In fact, it

would not be wrong to say that one of the best ways to experience India is through its

golf courses. Most of India's courses are well connected by road, rail, and air, and have

excellent accommodation facilities. Till the 50s, golf clubs in India were affiliated to

the Royal Calcutta Golf Club, which followed the rules of St. Andrews in Scotland. In

December 1955, a group of golfers got together to form the Indian Golf Union as the

controlling body for the game.

The Indian Golf Union is now affiliated to the World Amateur Golf Council, and has

done a great deal to promote golfing in the country. In 1957, it started its first training

camp at the Royal in Calcutta, where assistant professionals and caddies were brought

from all over the country and trained to teach golf.

The year 1958 is a landmark in the history of Indian Championship was moved away

from the Royal Calcutta Golf Club to be played alternately at Delhi, Bombay and

Calcutta. The most important annual event in the calendar of the Indian Golf Union is

13

the India Open Golf Championship, which was first played in Delhi in 1964, and won

by the Australian golfer, Peter Thompson.

Golfing in India has come a long way, and a large number of Indian players now

compete on the international circuit. Golf enthusiasts continue to grow in numbers, and

new courses are added almost every year. And what could be a better feather in India's

golfing cap than the fact that Delhi was chosen to host the first ever golf competition

for the Asian Games in 1982.

Impact of Golf Courses

Golf courses have a long association with coastal areas. In recent years golf

tourism in Spain has increased in popularity and the number of golf courses has

grown rapidly. These are resort destinations, and the golf courses are normally

associated with substantial real estate development, hotels and related facilities.

In drier regions like the Mediterranean, the issue of water scarcity is of

particular concern. Because of the hot climate and the tendency of tourists to

consume more water when on holiday than they do at home, the amount used

can run up to 440 litres a day. This is almost double what the inhabitants of an

average Spanish city use.

Golf course maintenance can deplete these scarce fresh water resources. Golf

courses require an enormous amount of water every day and, as with other

causes of excessive extraction of water, this can result in water scarcity. If the

water comes from wells, over-extraction can cause saline intrusion into

groundwater. Golf resorts are more and more often situated in or near protected

areas or areas where resources are limited, exacerbating their impacts.

 

Advantages Disadvantages

Employment and income benefits,

both direct and indirectLoss of biodiversity

Tax benefits to local, regional and

national governments

Eutrophication or river or seawater

through use of fertilisers

14

Attracts new firms to the region Heavy user of water for irrigation

Health and social benefits.

Careers can benefit through

'networking'.

Biocides use to maintain the

greenness of the 'greens', control

insects, fungicides and weeds,

contaminate both the air and water

Attracts the higher-spending

social groups

Golf clubs often portray an elitist and

exclusive lifestyle

Helps conserve valuable

fragments of coastal habitat from

encroaching urbanisation and

agriculture

Leads to an increase in road traffic

Increases local property valuesRaises property prices beyond the

reach of local young people

MEDIA

What is meant by media?

The media refers to the different channels we use to communicate information in the

everyday world. 'Media' is the plural of medium (of communication), and the main

media are television, films, advertising, newspaper, radio, internet etc.

What is a media study?

15

Media Studies involves the close analysis of the images, sounds and text that we

experience via the media. It is the study of individual media texts (such as movies, TV

shows, magazines, websites) and As well as essays, research, and reports, Media

Studies also involves practical work, where you learn the techniques involved for the

production of your own media text. Students at SIS have recently produced pop videos,

TV commercials, magazine advertisements, computer animation, photo-essays and

documentary videos. Media is a 'learn by doing' subject, and you compare your own

experiences with what the 'professionals' go through. Most of our production in school

is done digitally (ie using computers) and we have the latest software and equipment to

help with this.

Media Studies can be taken as a GCSE, AS or A-level course and many students go on

to study it at university. Success in this subject comes from a combination of creativity

and understanding. It is a unique fusion of practical and theoretical learning, which,

although it can be hard work and very time consuming, is always rewarding. It's also a

lot of fun - what other subject deals with your favourite movies, popstars and TV shows

Why it is so important?

As we progress into the 21st century, communications are becoming faster and faster

and faster. Think of the millions of different media images you are bombarded with

every day. It is as important now to be able to read and make sense of those images, as

it has been to be able to read ordinary text. If you do not know how to read the

messages coming at you from TV, the Internet, advertising etc, then you may become

very lost in the modern world. You also need to have a good idea of how those

messages are made, and who is making them, so that you may quickly become aware if

someone (or some corporation!) is trying to manipulate your thoughts and feelings.

Media Studies is also about appreciating the skill and creativity which goes into the

production of media texts. Just as analysing the different techniques used in the

creation of a poem or novel helps you appreciate the talent of the writer, so does

learning about media techniques help you appreciate value the skill with words and

pictures that the creators of a media text must possess.

16

Media Studies also deals with the very latest idea - which is why you need a website to

help you study it. Although you do need to have some understanding of the history of

media (particularly how new technological developments have changed things), the

focus of your studies is what is happening right now, buzzing round the airwaves of the

globe.

ADVERTISING

Advertising is a form of communication used to persuade an audience (viewers,

readers or listeners) to take some action with respect to products, ideas, or services.

Most commonly, the desired result is to drive consumer behaviour with respect to a

commercial offering, although political and ideological advertising is also common.

Advertising messages are usually paid for by sponsors and viewed via various

traditional media; including mass media Such as newspaper, magazines, television

commercial, radio advertisement, outdoor advertising or direct mail; or new media such

as websites and text messages.

Commercial advertisers often seek to generate increased consumption of their products

or services through "Branding," which involves the repetition of an image or product

name in an effort to associate certain qualities with the brand in the minds of

consumers. Non-commercial advertisers who spend money to advertise items other

than a consumer product or service include political parties, interest groups, religious

organizations and governmental agencies

Objective of advertising

It clarifies the objectives of an advertising campaign and for each individual

advertisement. The model suggests that there are six steps a consumer or a business

buyer moves through when making a purchase. The steps are:

1. Awareness

2. Knowledge

17

3. Liking

4. Preference

5. Conviction

6. Purchase

Types of advertising

Digital advertising

Television advertising / Music in advertising- The TV commercial is generally

considered the most effective mass-market advertising format, as is reflected by

the high prices TV networks charge for commercial airtime during popular TV

events.

Infomercials - An infomercial is a long-format television commercial, typically

five minutes or longer. The main objective in an infomercial is to create an

impulse purchase, so that the consumer sees the presentation and then

immediately buys the product through the advertised toll-free telephone number

or website. Infomercials describe, display, and often demonstrate products and

their features, and commonly have testimonials from consumers and industry

professionals.

Radio advertising - Radio advertising is a form of advertising via the medium of

radio Airtime is purchased from a station or network in exchange for airing the

commercials. While radio has the limitation of being restricted to sound,

proponents of radio advertising often cite this as an advantage. Radio is an

expanding medium that can be found not only on air, but also online.

Online advertising - Online advertising is a form of promotion that uses the

Internet and World Wide Web for the expressed purpose of delivering

marketing messages to attract customers

Physical advertising

Press advertising- Press advertising describes advertising in a printed medium

such as a newspaper, magazine, or trade journal. This encompasses everything

18

from media with a very broad readership base, such as a major national

newspaper or magazine, to more narrowly targeted media such as local

newspapers and trade journals on very specialized topics. A form of press

advertising is classified advertising, which allows private individuals or

companies to purchase a small, narrowly targeted ad for a low fee advertising a

product or service.

Billboard advertising- Billboards are large structures located in public places

which display advertisements to passing pedestrians and motorists. Most often,

they are located on main roads with a large amount of passing motor and

pedestrian traffic; however, they can be placed in any location with large

amounts of viewers, such as on mass transit vehicles and in stations, in

shopping malls or office buildings, and in stadiums.

Mobile billboard advertising-Mobile billboards are generally vehicle mounted

billboards or digital screens. These can be on dedicated vehicles built solely for

carrying advertisements along routes preselected by clients, they can also be

specially equipped cargo trucks or, in some cases, large banners strewn from

planes. The billboards are often lighted; some being backlit, and others

employing spotlights. Some billboard displays are static, while others change

Target advertising, one-day, and long-term campaigns, Conventions, Sporting

events, Store openings and similar promotional events, and big advertisements

from smaller companies.

In-store advertising-In-store advertising is any advertisement placed in a retail

store. It includes placement of a product in visible locations in a store, such as at

eye level, at the ends of aisles and near checkout counters (aka POP—Point Of

Purchase display), eye-catching displays promoting a specific product, and

advertisements in such places as shopping carts and in-store video displays.

Coffee cup advertising-Coffee cup advertising is any advertisement placed upon

a coffee cup that is distributed out of an office, café, or drive-through coffee

shop. This form of advertising was first popularized in Australia, and has begun

growing in popularity in the United States, India, and parts of the Middle East

19

Street advertising-This type of advertising first came to prominence in the UK

by Street Advertising Services to create outdoor advertising on street furniture

and pavements. Working with products such as Reverse Graffiti and 3d

pavement advertising, the media became an affordable and effective tool for

getting brand messages out into public spaces.

outdoor

TV

Internet

Print

Radio

Mobile Phone

0% 10% 20% 30% 40% 50% 60% 70%

Chart Title

percentage contributions

20

Consumer buying behaviour

Consumer is the most important person. The business revolves around the consumer, in

this you will understand

What is meant by consumer behaviour?

Consumer decision-making process

Marketing strategy and consumer behaviour

Indian consumer and his characteristics

INTRODUCTION

All of us are consumers. We consume things of daily use; we also consume and buy

these products according to our needs, preferences and buying power. These can be

consumable goods, durable goods, speciality goods or, industrial goods. What we buy,

how we buy, where and when we buy, in how much quantity we buy depends on our

perception, self-concept, social and cultural background and our age and family cycle,

our attitudes, beliefs values, motivation, personality, social class and many other factors

that are both internal and external to us. While buying, we also consider whether to buy

or not to buy and, from which source or seller to buy. In some societies there is a lot of

affluence and, these societies can afford to buy in greater quantities and at shorter

intervals. In poor societies, the consumer can barely meet his barest needs. The

marketer therefore tries to understand the needs of different consumers and having

understood his different behaviours which require an in-depth study of their internal

and external environment, they formulate their plans for marketing.

Management is the youngest of sciences and oldest of arts and consumer behaviour in

management is a very young discipline. Various scholars and academicians

concentrated on it at a much later stage. It was during the 1950s, that marketing concept

developed, and thus the need to study the behaviour of consumers was recognised.

21

Marketing starts with the needs of the customer and ends with his satisfaction. When

everything revolves round the customer, then the study of consumer behaviour

becomes a necessity. It starts with the buying of goods. Goods can be bought

individually, or in groups. Goods can be bought under stress (to satisfy an immediate

need), for comfort and luxury in small quantities or in bulk. For all this, exchange is

required. This exchange is usually between the seller and the buyer. It can also be

between consumers. Consumer behaviour can be defined as the decision-making

process and physical activity involved in acquiring, evaluating, using and disposing of

goods and services.

This definition clearly brings out that it is not just the buying of goods/services that

receives attention in consumer behaviour but, the process starts much before the goods

have been acquired or bought. A process of buying starts in the minds of the consumer,

which leads to the finding of alternatives between products that can be acquired with

their relative advantages and disadvantages. This leads to internal and external

research. Then follows a process of decision-making for purchase and using the goods,

and then the post purchase behaviour which is also very important, because it gives a

clue to the marketers whether his product has been a success or not.

To understand the likes and dislikes of the consumer, extensive consumer research

studies are being conducted. These researches try to find out

What the consumer thinks of the company’s products and those of its

competitors?

How can the product be improved in their opinion?

How the customers use the product?

What is the customer’s attitude towards the product and its advertising?

What is the role of the customer in his family?

The following key questions should be answered for consumer research. A market

comes into existence because it fulfils the needs of the consumer. In this connection, a

marketer has to know the 70.s framework for consumer research.

Consumer behaviour is a complex, dynamic, multidimensional process, and all

marketing decisions are based on assumptions about consumer behaviour. Marketing

strategy is the game plan which the firms must adhere to, in order to outdo the

22

competitor or the plans to achieve the desired objective. In formulating the marketing

strategy, to sell the product effectively, cost-benefit analysis must be undertaken. The

difference between this total benefit and total cost constitutes the customer value. The

idea is to provide superior customer value and this requires the formulation of a

marketing strategy. The entire process consists of market analysis, which leads to target

market selection, and then to the formulation of strategy by juggling the product, price,

promotion and distribution, so that a total product (a set of entire characteristics) is

offered. The total product creates an image in the mind of the consumer, who

undergoes a decision process

A simplified framework for studying consumer behaviour. Which leads to the outcome

in terms of satisfaction or dissatisfaction, which reflects on the sales and image of the

product or brand. The process of decision-making varies with the value of the product,

the involvement of the buyer and the risk that is involved in deciding the

product/service. The consumer and his life style is influenced by a number of factors

shown all around the consumer. These are culture, subculture, values, demographic

factors, social status, reference groups, household and also the internal make-up of the

consumer, which are consumer’s emotions, personality motives of buying, perception

and learning. Consumer is also influenced by the marketing activities and efforts of the

marketer. All these factors lead to the formation of attitudes and needs of the consumer.

Consumer buying decision process-The decision-making process consists of a series

of steps which the consumer undergoes. First of all, the decision is made to solve a

problem of any kind. This may be the problem of creating a cool atmosphere in your

home. For this, information search is carried out, to find how the cool atmosphere can

be provided, e.g. by an air-conditioner or, by a water-cooler. This leads to the

evaluation of alternatives and a cost benefit-analysis is made to decide which product

and brand image will be suitable, and can take care of the problem suitably and

adequately. Thereafter the purchase is made and the product is used by the consumer.

The constant use of the product leads to the satisfaction or dissatisfaction of the

consumer, which leads to repeat purchases, or to the rejection of the product.

The marketing strategy is successful if consumers can see a need which a company’s

product can solve and, offers the best solution to the problem. For a successful strategy,

the marketer must lay emphasis on the product/brand image in the consumer’s mind.

Position the product according to the customers. Likes and dislikes. The brand which

23

matches the desired image of a target market sells well. Sales are important and sales

are likely to occur if the initial consumer analysis was correct and matches the

consumer decision process. Satisfaction of the consumer, after the sales have been

affected, is important for repeat purchase. It is more profitable to retain existing

customers, rather than looking for new ones.

Problem Recognition

Information search,

External and internal

Evaluation and selection,

Store choice and purchases

Post-purchase Behaviour

24

Characteristics of buyer behaviours

The chief characteristics of the buyer behaviour are as follows:-

1. It consists of mental and physical activity which consumer undertakes to get

goods and services and to obtain satisfaction from them.

2. It includes both observable activity such as walking through the market to

examine merchandise and making a purchase and mental activities such as

forming attitude, perceiving advertising material, and learning to prefer

particular brands.

3. Consumer behaviour is very complex and dynamic to constantly changing. And

therefore, management need to adjust with the change otherwise market may be

lot.

4. The individual’s specific behaviour in the market place is affected by internal

factor, such as need, motives, perception and attitude as well as by external of

enviourmenatal influences such as the family social group, culture, economic

and business influences.

9 th Hole

This company majorly deals with the BTL & ATL Activities and golf

tournaments

25

BTL & ATL activities

In a nutshell, while ATL communications use media that are broadcast and published to

mass audiences, BTL communications use media that are more niches focused. Both

ATL and BTL communications can be used to either build brand awareness or drive

sales through specific offers (promotions), it is BTL communication, however, that

gives the marketer the ability to tailor their messaging in a more personal manner to the

audience. ATL promotions are also difficult to measure well, while BTL promotions

are highly measurable, giving marketer’s valuable insights into their return-on-

investment. These insights can then be used to inform the next BTL communication to

the audience and tailor the messaging based on the feedback received.

Promotional activities carried out through mass media, such as television, radio, out-of-

home, magazines, cinema and newspaper, are classed as "above the line" promotion.

"Below the line" promotion refers to forms of non-media communication or

advertising, and has become increasingly important in the communications mix of

many companies, not only those involved in fast moving consumer goods, but also for

industrial goods.

"Through the line" refers to an advertising strategy involving both above and below the

line communications. This strategic approach allows brands to engage with a customer

at multiple points (for example, the customer will see the television commercial, hear

the radio advert and be handed a flyer on the street corner). This enables an integrated

communications approach where consistent messaging across multiple media creates a

customer perception.

26

Above the line sales promotion

ATL is a type of advertising through media such as television, cinema, radio, print, and

Out-of-home to promote brands or convey a specific offer. This type of communication

is conventional in its nature and is considered impersonal to customers. It differs from

BTL advertising, which uses unconventional brand-building and promotional

strategies, such as direct mail, sales promotions, flyers, point-of-sale, telemarketing and

printed media ( for example brochures, and usually involves no motion graphics). It is

much more effective than when the target group is very large and difficult to define.

Below the line sales promotion

BTL sales promotion is an immediate or delayed incentive to purchase, expressed in

cash or in kind, and having short duration. It is efficient and cost-effective for targeting

a limited and specific group. It uses less conventional methods than the usual ATL

channels of advertising, typically focusing on direct means of communication, most

commonly direct mail and e-mail, often using highly targeted lists of names to

maximize response rates. BTL services may include those for which a fee is agreed

upon and charged up front.

BTL is a common technique used for "touch and feel" products (consumer items where

the customer will rely on immediate information rather than previously researched

items). BTL techniques ensure recall of the brand while at the same time highlighting

the features of the product.

Upcoming golf tournaments

27

28

Whom they are targeting

As golf is considered as a premium brand played by the high class people of the

society.

Core Golfer profile:

Avg house hold income - $85,960

House hold income > $100K - 42%

House hold income > $125K - 24%

High education

Attended college - 84%

College Degree - 53%

Graduate Degree - 25%

Women

New Golfers - 41%

College Degree - 51%

Work - Full / Part time - 63%

Avg house hold income - $76,340

Control or share family budget- 74%

Currently company have 110 sites all over India and upcoming with some

international projects in South East Asia Pacific

THESE ARE THE SITES

29

They currently have 110 Golf courses in India. (And this is just the beginning and

counting every day)

Why golf outdoor advertising?

30

Golf outdoor advertising is among the fastest growing media all over the world today.

Researchers have revealed that golf outdoor advertising attracts niche TG’s attention

better than any other form of advertising methods.

Percentage of people who report that the golf outdoor advertising catches their

attention.

Golf Outdoor:

* Appealing creative on designer structures

* Captures the consumer attention

* is highly effective

* targets the consumers in their dwell time

* Communicates directly to a desirable upscale TG

* Provides superior Brand recall

* Flexible in budget and inventory

More than 75% consumers say Golf OOH advertising catches their attention and 60%

say they have taken action as a result of these ads.

How do they know this?

According to market research:

More than 98% of the golfers noticed the advertising messages at the golf courses

The rate of awareness of this media is 95% which is higher than any media penetration

Overall, Golf outdoor media reaches 95% golfers in India aged 08 or older every month

90% of the brands displayed had increase in sales up to 35% in additional sales through

the use of golf outdoor media

So according to them?

In one month, your ad will receive close to a 4 lakh eye balls

31

That is 8 lakh foot falls per month on these greens

Plus 8 lakh footfalls off the greens. Total 16 Lakh foot falls

MAJOR COMPETITORS

Although they are the only company India who is working on the concept of branding

inside the golf courses, so there is not so much competition in the market in this

segment. But as there are now engaged with the other activities also i.e BTL & ATL

and Tournaments activities there are have a good competition with the other

companies who are already engaged in such activities from long time.

For BTL &ATL and Golf Tournaments activities there major competitors are;-

O & M Ogilvy & Mather Ltd - Brand Print, Brand Audit, Information

Gathering, Brand Stewards - offices inMumbai, Delhi, Kolkata, Chennai,

Bangalore, Hyderabad, India & over 159 cities worldwide

,http://www.ogilvy.com

Percept Advertising Ltd - Advertising, Media, Public Relations - Offices

inMumbai, Delhi, Baroda,

Pune, Bangalore, Lucknow.www.perceptindia.com

Icon Relations - PR agency based in Kochi - K Social Media assistance, Crisis

Management, Image management, Business Intelligence, Media tracking, Press

Clipping services, Press Conference and Press Release. Areas served-Kochi,

Trivandrum, Calicut, Coimbatore, Chennai and

Bangalore.,info@iconrelations.com http://www.iconrelations.com

OBEROI Multimedia Limited: Press and television advertising, Graphic

Designing, Strategic Planning , Creative Solutions, Outdoor Ad Release,

Television Ad Release, , Direct Mail and Marketing, Cinema and Transit

Advertising, Electronic Kiosks, Web Site Development, Exhibitions and Trade

Shows, Catalogues, Brochures, In-film Promotion, Media Planning &

Buying ,Email: mail@oberoimultimedia.com Website:

www.oberoimultimedia.com Andheri (W), Mumbai

32

Xebec: 'Integrated Communications Group' offering a suite of

communication services such as Advertising, Brand Building, Print Production,

Public Relations and Market Research under one roof. Experience: The agency

has over 14 years of experience in handling International and National accounts.

Qualified and Experienced professionals are Xebec's value added assets.

Website: http://www.xebecindia.com

Glimmerize Advertising and Entertainment solution company : Our

Business Activities : 3D, walk through, Print Media, Website Solutions,

Electronic Media, Event Management, Artist Management, CD-ROM

Presentations, Designer Stalls & Exhibitions, Outdoor Advertising, Logo

Designing, PR Activities. Our Major Clients: Omaxe, Amway, Zion Promoters

& Developers, (Rock Band) and many more. Visit us more details at

http://www.glimmerize.com,

CREATIVE INC - is a 12-year old advertising and brand management

organization working with some of the leading names of the industry. Our

services include branding, media planning and buying, print advertising

(leading national dailies, magazines, etc), BTL activities end-to-end event

management and radio and television commercials. We help create and

consolidate brand image through integrated advertising and marketing mix.

CREATIVE INC's client portfolio includes multinationals, retail sector,

hospitality, NGOs, television channels and educational institutes. Location:

Main Kalkaji Market New Delhi ,www.creative-inc.biz

Alert Golf Management Services Pvt Ltd-One of the industry's leading golf

management companies since a decade, Alert Golf Management Services Pvt.

Ltd. (AGMS) has been at the forefront of developing, managing and

maintaining top golf facilities and landscaping works nationwide. Amongst the

first to offer golf management services, AGMS has pioneered the construction

and maintenance of some of the country's most elite Clubs, Organisations etc

ACHIEVEMENTS OF THE COMPANY

33

Company biggest achievement was when they signed the contract with Indian

Army for 15 years; with the help of this contract they acquired 110 golf courses

of Army all over India for branding and media.

Other achievement was when they also got the contract from Indian Army to

become there media partners and event management partner for organising golf

events all over the India all around the year.

By the end of last month the number of golf courses acquired was increased to

154, which includes Indian Army and Private golf courses all over India and

still counting.

In the month of July 2011, company organised a Swedish cup golf tournament

in Srinagar, India and was a great success.

In a very small span of time , company have made a very good reputation in the

market and more & more companies are getting connected for their promotions

of their product inside the golf courses

A very good deal has been finalised and company is turning into a Multi-

National company , they are coming up with their first international office in

south east Asia , in Singapore

ABOUT THE PROJECT

Currently company is engaged with the outdoor campaign of the MAX Group,

for the promotion of their new upcoming hospitals in different location, such as,

34

BHATINDA, MOHALI, PANCHKULA all sites of Punjab state, SHALIMAR

BAGH, NEW DELHI. In coming months company will be doing media

promotions of Max hospital in DEHRADUN also.

Other campaign of media promotion of INDIGO AIRLINES , in Delhi and

Mumbai as they have recently started some new international sectors , and

branding inside the Army Golf courses as they are providing 50% discounts to

Indian Army in their flights in all domestic sectors .

Company is currently under a marketing research work for opening a golf

training academy in DEHRADUN.

Company side by side are engaged with other projects IREO GROUP, SWISS

WATCH GROUP for their branding.

Now company is targeting other companies in different segments , such as

For cars – Mercedes, Audi, BMW

Hospitals – max is already their client, so now looking for Fortis Business?

Real Estate – DLF, Parsavnath, Unitech.

Airlines – kingfisher, jet etc.

Company coming up with a new golf tournament in Mumbai, that will be for

the different age group , it will be for all kids , women’s and men’s.

The biggest project which is running all over India, is a maintenance of all

ARMY golf courses , and there they also have to deal to pre pare driving range (

a place where people practice when there are in there beginning stage of playing

golf ) and as well will going to appoint a person who will train the kids and

other people also who have a desire to learn , how to play golf . that work will

also be in all India level.

Chapter :2

RESEARCH METHODOLOGY

INTRODUCTION

35

Marketing research is the function which links the consumer, customer and public to

the marketers through information used to identify and define marketing, opportunities

and problems, generates refine marketing actions, monitor marketing performance, and

improve understanding of marketing as a process

Marketing research specifies the information required to address these

issues; designs the method for collection information manages and implements the data

collection process; analysis the result and communication the findings and their

implications.

Research definition:

“Research is careful inquiry or examination to discover new information and

relationship and to expand and to verify exiting knowledge”

Research always starts with questions or a problem. Its purpose

is to find answers to questions through the application of the scientific method. It is a

systematic and intensive study directed towards a more complete knowledge of the

subject studies.

Research can also be defined as the search for knowledge, or as any systematic

investigation, to establish novel facts, solve new or existing problems, prove new ideas,

or develop new theories, usually using a scientific method. The primary purpose for

basic research (as opposed to applied research) is discovering, interpreting, and the

development of methods and systems for the advancement of human knowledge on a

wide variety of scientific matters of our world and the universe.

PROBLEM DEFINATION

To know the best consumer buying behaviour and demand into the mind of these

people who play golf in golf courses all over India, because the people who plays golf

are mostly from the premium class and there buying behaviour in far different from the

36

other sections of the society, there are lot of companies in the market who produces

high quality product and target only premium class people of the society.

Let’s take an example of cars BMW, AUDI.

Therefore, research is required to measure the present buying behaviour of the premium

class people at the time they purchase their product. So the research problem is to

identify what are the criteria that premium class people takes into consideration

before buying their product with the effect of outdoor media.

RESEARCH DESIGN

“Research design id the plan, structure and strategy of investigation conceived so as to

obtain answer to research questions and to control variance.”

-by KERLINGER

Research designs are concerned with turning the research question into a testing

project. The best design depends on your research questions. Every design has its

positive and negative sides. The research design has been considered as a "blueprint"

for research, dealing with at least four problems: what questions to study, what data are

relevant, what data to collect, and how to analyse the results.

Research design can be divided into fixed and flexible research designs. Others have

referred to this distinction with ‘quantitative research designs’ and ‘qualitative research

designs’. However, fixed designs need not be quantitative, and flexible design need not

be qualitative. In fixed designs the design of the study is fixed before the main stage of

data collection takes place. Fixed designs are normally theory-driven; otherwise it’s

impossible to know in advance which variables need to be controlled and measured.

Often these variables are quantitative. Flexible designs allow for more freedom during

the data collection. One reason for using a flexible research design can be that the

variable of interest is not quantitatively measurable, such as culture. In other cases,

theory might not be available before one starts the research.

The research design can be classified in to true broad categories:

Exploratory

37

Descriptive

Casual

Exploratory research is a type of research conducted for a problem that has not been

clearly defined. Exploratory research helps determine the best research design, data

collection method and selection of subjects. It should draw definitive conclusions only

with extreme caution. Given its fundamental nature, exploratory research often

concludes that a perceived problem does not actually exist.

Exploratory research often relies on secondary research such as reviewing available

literature and/or data, or qualitative approaches such as informal discussions with

consumers, employees, management or competitors, and more formal approaches

through in-depth interviews, focus groups, projective methods, case studies or pilot

studies. The Internet allows for research methods that are more interactive in nature

The results of exploratory research are not usually useful for decision-making by

themselves, but they can provide significant insight into a given situation. Although the

results of qualitative research can give some indication as to the "why", "how" and

"when" something occurs, it cannot tell us "how often" or "how many"

Exploratory research is not typically generalizable to the population at large.

Descriptive research, also known as statistical research, describes data and

characteristics about the population or phenomenon being studied. Descriptive research

answers the questions who, what, where, when and how...

Although the data description is factual, accurate and systematic, the research cannot

describe what caused a situation. Thus, Descriptive research cannot be used to create a

causal relationship, where one variable affects another. In other words, descriptive

research can be said to have a low requirement for internal validity.

The description is used for frequencies, averages and other statistical calculations.

Often the best approach, prior to writing descriptive research, is to conduct a survey

investigation. Qualitative research often has the aim of description and researchers may

follow-up with examinations of why the observations exist and what the implications of

the findings are.

38

In short descriptive research deals with everything that can be counted and studied.

But there are always restrictions to that. Your research must have an impact to the lives

of the people around you. For example, finding the most frequent disease that affects

the children of a town. The reader of the research will know what to do to prevent that

disease thus; more people will live a healthy life.

Causal researchdesigns are research design that follow the experimental procedure,

but do not randomly assign people to (treatment and comparison) groups

The present study seeks to find out the impact of outdoor media on consumer

buying behaviour of premium class. The study also aims to find out the drawbacks

of marketing set up in outdoor media inside the golf courses by VALUE2 AD

PUBLICITY PVT LTD. So this makes the study a descriptive one.

SOURCE DATA

The source of data collection methods are as follows:-

Primary data:-

Research to collect original data. Is often undertaken after the researcher has gained

some insight into the issue by collecting secondary data. This can be through numerous

forms, including questionnaires, direct observation and telephone interviews amongst

others. This information may be collected in things like questionnaires and interviews.

Jeep sang the baby face there are basic approaches to data collections using primary

methods: Seiya Kung Qualitative research includes interviews, focus groups,

participant observations and ethnographies.

Quantitative research includes controlled laboratory experiments, field work,

questionnaires and surveys.

The term primary research is widely used in academic research, market research and

competitive intelligence.

There are advantages and disadvantages to primary research.

39

Advantages:

Addresses specific research issues as the researcher controls the search design

to fit their needs

Great control; not only does primary research enable the marketer to focus on

specific subjects; it also enables the researcher to have a higher control over

how the information is collected. Taking this into account, the researcher can

decide on such requirements as size of project, timeframe Primary research

Primary research Is when you do your own research to gain information that has not yet

been collected. This can be done though questionnaires, interviews and experiments.

Primary research is best if you want to get the most accurate and up to date

information. But it can be very expensive producing the paper for questionnaires or the

equipment for an experiment of some sort. It can also take a long time to get the correct

information.

Secondary data

Secondary research (also known as desk research) involves the summary, collation

and/or synthesis of existing research rather than primary research, where data is

collected from, for example, research subjects or experiments.

The term is widely used in market research and in medical research. The principal

methodology in medical secondary research is the systematic review, commonly using

meta-analytic statistical techniques, although other methods of synthesis, like realist

reviews and meta-narrative reviews, have been developed in recent years.

In archaeology and landscape history, desk research is contrasted with fieldwork.

Secondary research can come from either internal or external sources. The proliferation

of web search engines has increased opportunities to conduct secondary research

without paying fees to database research providers

40

Qualitative research

Qualitative research a method of inquiry employed in many different academic

disciplines, traditionally in the social sciences, but also in market research and further

contexts.Qualitative researchers aim to gather an in-depth understanding of human

behaviour and the reasons that govern such behaviour. The qualitative method

investigates the why and how of decision making, not just what, where, when. Hence,

smaller but focused samples are more often needed than large samples.

In the conventional view, qualitative methods produce information only on the

particular cases studied, and any more general conclusions are only propositions

(informed assertions). Quantitative methods can then be used to seek empirical support

for such research hypotheses. This view has been disputed by Oxford University

professor Bent Flyvbjerg, who argues that qualitative methods and case study research

may be used both for hypotheses-testing and for generalizing beyond the particular

cases studied.

Qualitative researchers may use different approaches in collecting data, such as the

grounded theory practice, narratology, storytelling, classical ethnography, or

shadowing. Qualitative methods are also loosely present in other methodological

approaches, such as action research or actor-network theory. Forms of the data

collected can include interviews and group discussions, observation and reflection field

notes, various texts, pictures, and other materials.

Qualitative research often categorizes data into patterns as the primary basis for

organizing and reporting results. Qualitative researchers typically rely on the following

methods for gathering information: Participant Observation, Non-participant

Observation, Field Notes, Reflexive Journals, Structured Interview, Semi-structured

Interview, Unstructured Interview, and Analysis of documents and materials

Quantitative research

In the social sciences, quantitative research refers to the systematic empirical

investigation of social phenomena via statistical, mathematical or computational

techniques. The objective of quantitative research is to develop and employ

41

mathematical models, theories and/or hypotheses pertaining to phenomena. The process

of measurement is central to quantitative research because it provides the fundamental

connection between empiricalobservation and mathematical expression of quantitative

relationships.

Quantitative research is used widely in social sciences such as psychology, economics,

sociology, and political science, and less frequently in anthropology and history.

Research in mathematical sciences such as physics is also 'quantitative' by definition,

though this use of the term differs in context. In the social sciences, the term relates to

empirical methods, originating in both philosophical positivism and the history of

statistics, which contrast qualitative research methods.

Qualitative methods produce information only on the particular cases studied, and any

more general conclusions are only hypotheses. Quantitative methods can be used to

verify, which of such hypotheses are true.

Data collection method

Data collection is a term used to describe a process of preparing and collecting data -

for example as part of a process improvement or similar project. The purpose of data

collection is to obtain information to keep on record, to make decisions about important

issues, to pass information on to others. Primarily, data is collected to provide

information regarding a specific topic.

Data collection usually takes place early on in an improvement project, and is often

formalised through a data collection plan which often contains the following activity.

1. Pre collection activity – Agree goals, target data, definitions, methods

2. Collection – data collection

3. Present Findings – usually involves some form of sorting analysis and/or

presentation.

Prior to any data collection, pre-collection activity is one of the most crucial steps in

the process. It is often discovered too late that the value of their interview information

is discounted as a consequence of poor sampling of both questions and informants and

poor elicitation techniques After pre-collection activity is fully completed, data

42

collection in the field, whether by interviewing or other methods, can be carried out in a

structured, systematic and scientific way.

A formal data collection process is necessary as it ensures that data gathered is both

defined and accurate and that subsequent decisions based on arguments embodied in

the findings are valid. The process provides both a baseline from which to measure

from and in certain cases a target on what to improve.

Other main types of collection include census, sample survey, and administrative by-

product and each with their respective advantages and disadvantages. A census refers to

data collection about everyone or everything in a group or population and has

advantages, such as accuracy and detail and disadvantages, such as cost and time. A

sample survey is a data collection method that includes only part of the total population

and has advantages, such as cost and time and disadvantages, such as accuracy and

detail. Administrative by-product data is collected as a by-product of an organization's

day-to-day operations and has advantages, such as accuracy, time simplicity and

disadvantages, such as no flexibility and lack of control

Researcher instrument is the tool by which the researcher can do research on specific

problem or objective. The most popular researcher instrument for collection data is

“Questionnaire” for a particular investigation. It is simple for a moiled set of

questions presented to respondent for their answers. Due to the flexibility, it is most

common instrument used to collect the primary data. During the pre-testing of

questionnaire, we can see the reaction of respondents and suggestions required to make

change in research instrument.

A questionnaire is a research instrument consisting of a series of questions and other

prompts for the purpose of gathering information from respondents. Although they are

often designed for statistical analysis of the responses, this is not always the case. The

questionnaire was invented by Sir Francis Galton.

Questionnaires have advantages over some other types of surveys in that they are

cheap, do not require as much effort from the questioner as verbal or telephone surveys,

and often have standardized answers that make it simple to compile data. However,

such standardized answers may frustrate users. Questionnaires are also sharply limited

43

by the fact that respondents must be able to read the questions and respond to them.

Thus, for some demographic groups conducting a survey by questionnaire may not be

practical.

As a type of survey, questionnaires also have many of the same problems relating to

question construction and wording that exist in other types of opinion polls.

The questionnaire contains three types of questions:-

Open-ended questions

The ability to ask open-ended questions is very important in many vocations, including

education, counselling, mediation, sales, investigative work and journalism.

An open-ended question is designed to encourage a full, meaningful answer using the

subject's own knowledge and/or feelings. It is the opposite of a closed-ended question,

which encourages a short or single-word answer. Open-ended questions also tend to be

more objective and less leading than closed-ended questions (see next page).

Open-ended questions typically begin with words such as "Why" and "How", or

phrases such as "Tell me about...". Often they are not technically a question, but a

statement which implicitly asks for a response.

Dichotomous questions

It has only two answers in form ‘yes’ or ‘no’ , ‘true’ or ‘false’ , ‘use’ or ‘do not use’.

So the respondent is offered two or more choice.

Multiple-choice questions

In this, the respondent is offered two or more choice.

SAMPLING PLAN

SAMPLE SITE:-

44

The survey was conducted in New Delhi & NCR Region...

Delhi Golf Club

Golden Greens Golf & Country Club, Gurgaon

Qutab Golf Club Delhi

Jaypee Greens Golf Resort Noida

Classic Golf Resort, Gurgaon

Noida Golf Club

The DLF Golf & Country Resort, Gurgaon

SAMPLING UNIT-

It means “who is to be surveyed”. Here target population is decided and it is who are

interested to play golf in golf courses and sampling frame is developed so that everyone

in the target population has known chance to being sampled. So the survey is conducted

particularly in all major golf courses of New Delhi & NCR Region.

SAMPLE SIZE-

For the purpose of proper survey, there is need of perfect research instrument to find

out sample size for more accurate results about buying behaviour of golf course users .

the sample size is of 40 respondent

Meaning of Sampling

In simple words sampling consists of obtaining information from a larger group or a

universe.

Quite often, a social researcher has to collect information about a universe that consists

of vast, differentiated population spread over a large territory and that too with in a

limited amount of time and money.

Measuring or collecting information from each and every member of such a vast

population is, therefore, always not possible.

It is known that part of a whole can give sufficient dependable information if the

procedures followed in collection the part has of been scientific.

45

What should be the desired characteristics of a sample?

A proper sample must give a precise but correct picture of the population from which it

is drawn.

The sample must be obtained by probability process. This would permit the use of

statistical procedures to describe and analyze the sample data.

The sample should be as small as precision considerations permit

It should be as economical as possible and gathered swiftly to be completed within the

time schedule.

Concepts used in Samplings:

The following concepts are used in sampling designs

universe or population

stratum

elements

sample

Universe:

In sample language, a population or universe can be defined as any collection of

persons or objects or event in which one is interested.

Universe or population differs for each research problem depending upon the nature

and type of information sought.

In other words a population consists of the people who are related to the specific

problem under investigation.

For example, if we are studying the relationship between the class achievements of the

university students and the methods of teaching then the students of any place and of

any time will come under our population.

If we are studying the voting behaviour or political participation of the citizens of India

then all the adult citizens of India, living in India or outside will come under

population.

46

Population Characteristics

In research, we often speak in terms of population characteristics. E.g. age, sex,

income, place of residences, caste, occupation population, size, denote etc.

At the same time all of these characteristics are measured.

What characteristics are to be measured depends upon the nature and type of problem

under investigation.

Types of Universe:

The universe, on the basis of characteristics, could be divided in to three types.

Univariate population

Bi-variate population

Multivariate population

Univariate population:

In which only one characteristic is considered, for studying at a time.

The characteristic may be age, income, sex, T.V. listening habit, etc.

Bi-Variate Population

The population can be defined as a bivariate type when we are measuring two

characteristics simultaneously of each member.

In sociology we often get interested to know how characteristics are related to each

other or are associated with each other.

For example, we want to know how crime going habit varies from urbanites to

ruralities or how political participation is determined by degree of political awareness

etc.

Multivariate Universe

a multivariate universe is the one in which we consider observations on three or more

characteristics simultaneously.

47

Several social factors together determine the occurrence of an event. e.g. a car accident

on the road is often caused not only by the mechanical factor of the car but also by the

other factors like, the drivers mental and physical condition, traffic volume, improper

signals at crossing, pedestrians behaviour etc.

Similarly poverty is caused by several factors like big and fast growing population lack

of proper industrialization according to the growing need of the population,

discriminate distribution of wealth, etc.

Stratum

When the population is divided into several groups on the basis of one or several

characteristics, we call each group as a stratum.

Stratum can also be called as a sub population.

A stratum may be defined by one or more specifications that divide a population into

mutually exclusive segments.

E.g. a given population may be divided into different stratums on the basis of the

cinema going habit of the people viz. (a) males who visit cinema frequently, (b) males

who rarely visit cinema; (c) males who visit cinema occasionally; (d) males who do not

at all visit cinema.

Similarly, females, students, non-students persons of different age groups, can be

divided into the above four stratum on the basis of their cinema going habits.

Thus the number of stratums would depend upon the number of characteristics included

for stratification.

Population Element:

By a population element we mean the units that make the population. Such units may

be an individual, an object, or even a small group.

Sample:

By sample we mean the aggregate of objects, persons or elements, selected from the

universe.

48

It is a portion or sub part of the total population.

The following two methods are used to collect information about the population

Census and Sampling

Census: when each and every element or unit of the population is studied

Sampling: when a small part of the population is selected for study.

Why Sampling:

Advantages:

Helps to collect vital information more quickly. Even small samples, when properly

selected, help to make estimates of the characteristics of the population in a shorter

time.

The modern world is highly dynamic, therefore, any study must be completed in short

time, otherwise, by the time the survey is completed the situations, characteristics etc.

may have changed.

It cuts costs; enumeration of total population is much more costly than the sample

studies.

Sampling techniques often increases the accuracy of data. With small sample, it

becomes easier to check the accuracy of the data. Some sampling techniques/ methods

make it possible to measure the reliability of the sample estimates from the sample

itself.

From the administrative point of view also sampling becomes easier, because it

involves less staff, equipment’s etc.

Disadvantages: Sampling is not feasible where knowledge about each element or unit

or a statistical universe is needed.

The sampling procedures must be correctly designed and followed otherwise, what we

call as wild sample, would crop up with mis-leading results.

Each type of sampling has got its own limitations.

49

There are numerous situations in which units, to be measured, are highly variable. Here

a very large sample is required in order to yield enough cases for achieving statistically

reliable information.

To know certain population characteristics like population growth rate, population

density etc. census of population at regular intervals is more appropriate than studying

by sampling.

Probability Sampling Techniques:

A probability sampling technique is one in which one can specify for each element of

population, the probability of its being included in the sample.

Every probability can be expressed in the form of a proportion e.g. the probability of

getting a head in testing a coin is 1/2 or 1 chance in 2 trials.

Thus, probability samples are characteristised by the fact that the probability of

selection of each unit is known.

In the sample of example each of the elements has the same probability of being

included as in random sampling method.

An essential quality of a probability sample is that it makes possible representative

sampling plans. It also provides an estimate of the extent to which the sample

characteristics or findings are likely to differ from the total population.

Major Forms of Probability Sampling Methods are:

Simple random sampling method, and

Stratified random sampling method.

Non Probability Sampling:

In non-probability sampling techniques one cannot estimate beforehand the probability

of each element being included in the sample.

It does not also assure that every element has a chance of being included.

50

In probability sampling, one has to prepare or know atleast all the elements of the total

population from which the sample is to be drawn. This makes the sampling procedure

costlier and more time consuming.

The major forms of non-probability samples are:

Accidental samples

Quota samples

Purposive samples

Types of Probability Sampling:

Simple Random Sampling Method

In a day to day business, the term random is frequently used for careless,

unpremeditated, casual haphazard activity or process. Which means that a random

sample is drawn carelessly in unplanned manner, without a definite aim or deliberate

purpose. This concept is not correct.

Random sampling correctly means the arranging of conditions in such a manner that

every item of the whole universe from which we are to select the sample shall have the

same chance of being selected as any other item.

Random sampling, therefore, involves careful planning and orderly procedure.

Steps of Simple Random Sampling

Involves listing or cataloguing of all the elements in the population and assigning them

consecutive numbers.

Deciding upon the desired sample size. Using any method of sampling, a certain

number of elements from the list is selected.

Advantages of Random Sampling Technique:

Most basic, simple and easy method

Provides a representative sample.

Disadvantages:

51

In most cases it is difficult to find data list of all units of the population to be sampled.

The task of numbering every unit before the sample is chosen is time consuming and

expensive.

The units need not only to be numbered but also arranged in a specified order.

The possibility of obtaining a poor or misleading sample is always present when

random selection is used.

Methods of Drawing, Sample in Random Method

(a)Lottery Method:

The number of all the elements of the universe are written on different tickets or pieces

of paper of equal size shape and colour. Which are then shuffled thoroughly in a box,

or a container.

Then tickets are then drawn randomly their numbers are noted and the corresponding

individuals or objects are studied.

(b)Tippets Numbers:

It was first developed by Prof L. H. C. Tippet and since then is known by his name.

He developed a list of 10,400 sets of numbers randomly, each set being of four digits

Their numbers are written on several pages in unsystematic order.

(c) Grid Method:

This method is applied in selection of the areas.

Suppose we have to select any number of areas from a town or any number of towns

from a province for survey.

For selection, first a map of the whole area is prepared.

The area is often divided into different blocks.

A transparent plate is made equivalent to the size of the map that consists of several

seqared holes in it which carries different numbers.

52

By random sampling method it is decided as to which numbers are to be included in the

sample.

Systematic Sampling Method:

In this method first of all a list is prepared of all the elements of the universe on the

basis of a selection criterion.

A list may be prepared in alphabetical order, as given in the telephone directory.

Then from the list every third, every tenth every twentieth or any number in the like

manner can be selected.

For the application of this method, preparing a list of all the elements and numbering

them is essential.

Secondly, the population needs to be homogenous in nature.

Social phenomenon is variable in nature and individuals are heterogeneous. However

on their social characteristics they are homogenous viz. we may decide to cover only

the students, the professors, the slum dwellers etc.

The characteristics to be selected for this purpose must be relevant to the problem

under study.

Advantages:

It is frequently used because it is simple, direct and in- expensive.

When a list of names or items is available, systematic sampling is often an efficient

approach.

Disadvantages:

One should not use systematic sampling in case of exploring unfamiliar areas because

listing of elements is not possible

When there is a periodic fluctuation in the characteristic under examination in relation

to the order in which the items appear, the methods is ineffective

Stratified Random Sampling Method.

53

Definition:

When the population is divided into different strata or groups and then samples are

selected from each stratum by simple random sampling procedure or by regular interval

method, we call it as stratified random sampling method.

According to the nature of the problem relevant criteria are selected for stratification.

Among the possible stratifying criteria, cum age, sex, family income, number of years

of education, occupation, religion, race, place of residence etc.

On the basis of characteristics universe can be divided into different strata or stratum,

Each stratum has to be homogeneous from within such a division can be done on the

basis of any single criterion. e.g. on the basis of age we can divide people into below 25

and above 25 groups, on the basis of education into matriculates and non matriculates

etc.

Stratification can also be done on the basis of a combination of any two or more criteria

viz. on the basis of sex and education; we can divide the people into four groups.

educated women

un-educated women

education men

un educated men

Elements are then selected from each stratum through simple a random sampling

method. An estimate is made for each stratum separately. These estimates are

combined to provide an estimate for the entire population.

Purpose:

The primary purpose is to increase the representatives of the sample without increasing

the size of the sample on the basis of having greater knowledge of the population

characteristics.

Advantages:

The population is first stratified into different groups and then the elements of the

sample are selected from each group. Therefore, the different groups are sure to have

54

representation in the sample. In case of random sample, there is possibility that bigger

groups have greater representation and the smaller groups are often eliminated or under

represented.

With more homogenous population greater precision can be achieved with fewer cases.

This saves time in collecting and processing of the data when detailed study about

population characteristics are wanted it is more effective.

As compared to random samples, stratified samples are geographically more

concentrated and thus save time, money and energy, in money from one address to

another.

Disadvantages:

Unless there are extreme differences between the strata, the expected proportional

representation would be small. Here a random sampling may give a nearly proportional

representation.

Even after stratification, the sample is selected from each stratum either by simple

random sampling method or by systematic sampling method; as such the draw backs of

both methods can be present.

For application of the stratified method, one must know the characteristics of the

specified population in which the study is to be made. He must also know as to which

characteristics are related to the subject under investigation and therefore can be

considered as relevant for stratification.

The process of stratification becomes more and more complicated and difficult as the

numbers of characteristics to be used for stratification are increased.

Types of Stratified Sampling:

Stratified random sampling method can further be sub divided into two groups

Disproportionate stratified sampling

Proportionate stratified sampling

Disproportionate stratified sampling:

Disproportionate stratified sampling is also known as equal size stratified sampling.

55

In this method, an "equal number" of cases are selected from each stratum irrespective

of the size of the stratum in the universe.

The number of cases drawn from each one is restricted to the number of pre designated

in the plans.

This also called "controlled sampling" because the number of cases to be selected in

various strata us limited.

Advantages

When equal number of cases is taken from each stratum, comparisons of different strata

are facilitated.

Economy of procedure

The controlled sample prevents the investigators from securing an unnecessary large

number of schedules for most prevalent groups of population.

Disadvantages:

It requires the weighing of results stratum by stratum, the relative frequency of each

stratum in the universe must be known or estimated in under to determine the weights.

Proportionate stratified Sampling:

In this method cases are drawn from each stratum in same proportion as they occur in

the universe.

In other words, in this method the number of samples to be drawn varies from stratum

to stratum according to their size.

To apply this method we first of all we need to have a list of all striatum and also need

to know their proportionate size in total population.

Since the size of the stratum vary, the number of persons coming from each stratum in

the sample on the basis of selection of a given percentage of people will also vary.

Advantage:

The definiteness of proportional representation.

56

Disadvantage

The researcher may have poor judgement or in adequate information upon which to

base the stratification. the greater the number of characteristics on which we are to boor

our stratification, and the more are the strata the more complicated becomes the

problem of securing proportional representation of each stratum.

Cluster Sampling:

In cluster sampling the stratification is done in a manner that the groups are

heterogeneous in nature rather than homogenous

Here the elements are not selected from each stratum as is done in stratified sampling,

rather the elements are obtained by taking a sample of group and not from within

groups.

That means that out of several clusters or groups, one, two or more number of clusters

are selected by simple or stratified random method and their elements are studied.

All the elements in these clusters are not to be included in the sample; the ultimate

selection from within the clusters is also carried out on simple or stratified sampling

basis.

Purpose or Goal:

The purpose of a cluster sample is to reduce cost and not essentially to increase

percussion.

Advantage:

In cluster sampling the cost per element is greatly reduced.

It becomes possible to take a larger sample and regain the amount of precision

It can be used in situations where it is impossible to obtain sample by other methods.

Disadvantage:

It is a complicated sample design the researcher has to be highly skilled in sampling.

57

Its standard errors are almost inevitably larger than those of sample random sampling.

Multi-stage sampling:

The method is used in selecting a sample from a very large area. As the name suggests

m.s. sampling refers to a sampling technique which is carried out in various stages.

Normally a multi-stage sampling is the one that combines cluster and random sampling

methods.

Eg., if we want to study the socio-economic background, attitudes and motivations of

slum dwellers, we can first make a list of the cities which would thus make our clusters.

From these clusters we can select any number of cities.

Then each city or cluster would be stratified into different slum areas.

Thus our cities can be called as primary sampling units and the slum areas as secondary

sampling units.

Non-Probability Sampling:

Non probability sampling is the one in which one cannot estimate before had the

probability of each element being included in the sample.

The major forms of non-probability samples are

Accidental samples

Quota samples and

Purposive samples

Accidental Samples:

Accidental sampling means selecting the units on the basis of easy approaches.

Here one selects the sample that fall to hand easily.

E.g. suppose one is studying the political socialization and political participation among

university and college students of A.U. and his sample size is 100.

58

He would go to the university campus and would select the first hundred students

whom he happens to meet, whether in class room, or in students common room or in

field.

Such type of sampling is easy to do and saves time and money. But the chores of bias

are also great.

Quota Sampling:

In quota sampling the interviewers are interested to interview a specified number of

persons from each category.

The required numbers of elements from each category are determined in the office

ahead of time according to the number of elements in each category.

Thus an interviewer would need to contact a specified number of men and specified

number of women, from different age categories from different religious or social

groups etc.

The basic purpose of quota sampling is the selection of a sample that no true replace of

the population about which one wants to generalize.

Advantage:

If properly planned and executed, a quota sample is most likely to give maximum

representative sample of the population.

In purposive sampling one picks up the cases that are considered to be typical of the

population in which to one is interested.

The cases are judged to be typical on the basis of the need of the researcher.

Since the selection of elements is based upon the judgement of the researcher, the

purposive sampling as called judgement sample.

The researcher trees in his sample to match the universe in some of the important

known characteristics.

The defect with this method is that the researcher can easily make esser in judging as to

which cases are typical.

59

Purposive Sampling:

"Deliberate Sampling" or "Judgment Sampling".

When the researcher deliberately selects certain units from the universe, it is

known as purposive sampling.

However, it must be kept in mind that the units selected must be representative

of the universe.

That, the names may be selected from a Telephone Directory, Automobile

Registration Records (RTOs) etc.

Merits

Quote sampling is a stratified cum purposive sampling and thus enjoys the

benefits of both samplings.

It proper controls or checks are imposed, it is likely to give accurate results.

It is only useful method when no sample frame is available.

Convenience Sampling

It is known as unsystematic, careless, accidental or opportunistic sampling.

Under this a sample is selected according to the convenience of the investigator.

May be use when

(a) Universe is not clearly defined

(b) Sampling units are not clear

(c) Complete source list is not available

Chapter :3

DATA ANALYSIS AND INTERPRETATION

60

Q1.What is the age group of the users who play golf

Age ( In year) No. of respondents Percentage (%)

11-20 4 10

21-30 6 15

31-40 12 30

41 & above 18 45

11 to 20 21-30 31-40 41 & above0

2

4

6

8

10

12

14

16

18

20

Comments: - above graph shows that the 10% of respondent is of age group of 11-20,

15% of respondent is of age group of 21-30, 30% of the respondent is of age group 31-

40 and 45% of the respondent is of age group 41 and above.

Q2.What is the Occupation of the golf users

Occupation No. of respondent Percentage (%)

61

student 4 10

serviceman 3 7.5

Businessman 13 32.5

Working professional 6 15

Ex-army 14 35

studen

t

servic

eman

business

man

working p

rofes

sional

ex-ar

my0

5

10

15

20

25

30

35

no. of respondent percentage (%)

Comments:- above chart shows that out of 40 respondent, 14 are ex-army, 13 are

businessman, 6 are working professional. 3 are from service class and 4 are student.

Q3.What are the Income level of the users

Income level per month No. of respondent Percentage (%)

62

Below 50,000 4 10

50,001 to 2,00,000 17 42.5

2,00,001 to 5,00,00 6 15

5,00,001 & above 13 32.5

below 50,000 50,001 to 2,00,000

2,00,001 to 5,00,000

5,00,001 & above

0

5

10

15

20

25

30

35

40

45

no. of respondentpercentage (%)

Comment:- above graph display the different income level of the people who play golf

in golf courses and are my respondent in this research work. The major percentage is of

the people who have income level between 50,0001 to 2,00,000 and of those who have

above 5,00,001.

Q4.How often they visit golf course in which they have taken membership

Age ( In year) No. of times they visit golf Percentage (%) approx.

63

course in a month

11-20 20 70

21-30 16 50

31-40 8 30

41 & above 24 80

below 20

21-30

31-40

41 & above

0 10 20 30 40 50 60 70 80

percentage %no of times visit , in a months

Comments ;- From the table given above and the graph you can understand that the

age group below 20years and above 41 years , take more entrust in playing golf and

visit maximum number of time in the golf course.

Q5.How much time you usually you spend in a golf course

Age ( In year) In total how many hrs Percentage (%) approx.

64

spend in a week

11-20 15 8

21-30 8 4

31-40 12 7

41 & above 40 23

below 20 21-30 31-40 40 & above0

5

10

15

20

25

30

35

40

no, of hrs spended in golf course in a weekpercentage %

Comments ;- in this chart you will find that the people who fall under that category of

40 & above are spending maximum number of time in golf courses , just not only for

playing golf but also to sit and talk in their social circle in cafeteria or in bars .

Q6.Who is decision maker for buying any products in your family

Sources No. of respondent Percentage %

65

father 7 18

mother 5 12

self 20 50

wife 8 20

father mother self wife0

5

10

15

20

25

30

35

40

45

50

no. of respondentpercentage %Series 3

Conclusion:- from this chart and the from the data which is collected we get to know

this that maximum number of buying decision are taken by self , by the people who are

visiting golf courses . And are enough and self-employed to buy their need products of

their own

Q7. What is your preference while buying ?

type frequency percentage

66

Price 2 5

Quality 8 20

appearance 4 10

Local or imported 6 15

All of the above 22 55

price

quality

appea

rance

local or im

ported

all of th

e above

0

10

20

30

40

50

60

frequency

percentage %

frequencypercentage %

Comments: - from these figures and graphs, we get to know that the people who

generally come to play golf in golf courses are not at all concerned about the price of

the product, they are ready to pay a good amount but in return they don’t want to have

any compromise with the quality, appearance and the brand of the product.

Q8. Do advertisements, which are placed in the golf course influence your buying?

Options Frequency Percentage

67

YES 19 47.5

NO 14 35

I DON’T KNOW 7 17.5

YES NO I DON'T KNOW0

5

10

15

20

25

30

35

40

45

50

FREQUENCYPERCENTAGE

COMMENTS – From this data collected and the graph figures we now have some

positive responses that yes advertisements which are done inside the golf courses do

really impact on the consumer buying behaviour.

Q9. While buying, you are more conscious towards;

68

Frequency percentage

Advertisement 5 12

Status 14 33

Price. quality 7 18

All of the above 15 37

advertisements status price /quality all of the above0

5

10

15

20

25

30

35

40

frequencypercentage

Conclusion; - above question was administered by keeping in mind the psyche that

people have when they go to the market to buy something, they are more conscious

towards which things . So according to the results we also get to know that the people

who visit golf courses and play there are status conscious and measure the products on

other parameters also .

Q10. Which type of advertisement attracts you more in golf course?

69

Frequency Percentage

PRODUCT 5 12

AUTOMOBILE 10 25

SPORTS WEAR 13 33

CELEBRITY 8 20

BEVERAGE ALCOHOL 4 10

PRODUCT AUTOMOBILE SPORTS WEAR CELEBRITY BEVERAGE ALCOHOL

0

5

10

15

20

25

30

35

FREQUENCYPERCENTAGE

CONCLUSION; Here we will see that which advertisement type is more attractive for

the people who visit golf courses. This question was made for the purpose to suggest

the companies that which type of advertisements liked more by the people and should

be displayed there.

Here we can see that sportswear or sports product advertisement is at the top of the list.

Q11. Is there any negative effect of advertisement on your buying behaviour?

70

Frequency Percentage

YES 8 19.7

NO 9 22

SOMETIMES 19 49

NEVER 4 10

YES NO SOMETIMES NEVER0

10

20

30

40

50

60

FrequencyPercentage

Comments;Now we will see that we know that advertisements have influencing effects

on the buying behaviour on these people who visit golf courses but is advertisement has

negative effect as well or not.

For this purpose we illustrated the above questionnaire and took feedback from the

people. From the feedback we came to know that mostly think that sometimes

advertisement effects negatively. These negative effects may be of any type.

Q12. Negative effects of advertisement may be of which type?

71

Frequency Percentage

You often neglects the price

while purchasing (A)

15 36.3

Too much prefer the

celebrity advertisement(B)

5 13

Prefer only appearance and

reputation of company, not

quality(C)

9 24.3

Other reason (D) 11 26.4

A B C D0

5

10

15

20

25

30

35

40

FrequencyPercentage

Conclusion; In the above question we give some options regarding to negative effects

of the advertisements. That if there are any negative effects of advertisement then that

should be what. So according to the research , we can say that people think that when

new advertisement come they often neglect the price of the product and purchase that

advertised product. They don’t think that how much the product is expensive.

Q13. Which advertisement media is more attractive for you?

72

Frequency Percentage

Electronic 17 41

News paper 3 7.5

Fashion magazines 15 38

Bill boards 4 11

Others 1 2.5

electronic news paper fashion magzines

bill boards others 0

5

10

15

20

25

30

35

40

45

frequencypercentage

Comments; Now in this question we will see that which advertising medias are most

popular amongst the people who play golf.

Now here we can see that electronic media is the basic most important media for the

popularity of the advertisements among the people there.

Q14. How advertisements affects the level of your buying

73

Frequency Percentage

Buy more 14 35.3

Buy less 4 10

Remains same 22 54.7

buy more buy less remains same0

10

20

30

40

50

60

frequencypercentage

Comments; Here we are checking that how the advertisement affects the level of the

buying of the people. Is it positively affected or negatively or remains neutral.

So here we can see that mostly people’s level of buying remains same with the new

advertisements. They buy in the routine; there is not any big change due to

advertisement.

Chapter :4

FINDINGS

74

1. In this study we took 40 respondent and we found that the people who come to

play golf in golf courses are maximum above the age of 40 years.

2. The study also shows that most of the people over there in golf courses are from

ARMY background and are business men.

3. The study also tell us that the people who visit or play golf courses are mostly

have a very good back ground in terms of financial matters , mostly have an avg

income on monthly basses is between 50,000 to 2,00,000.

4. From the study we also get to know that the old age people, which we have

categorized as 40 above, spends there maximum time in golf courses only.

5. In the study we also get to know that people of age group 40 and above visit the

golf courses maximum number of time in a week, at an avg of 6 days in a week.

6. From the study we also get to know that the most of the users are also acting as

a decision maker in their family before buying any product

7. From the study we also get to know that these classes of people are not

concerned about the price of the product, they are majorly concerned with the

quality, appearance of the product.

8. From the study we also get to know that it’s true that advertisements do effects

to this class of people in their buying behaviour

9. From the study we also get to know that the people who visit golf courses and

play there are status conscious and measure the products on other parameters

also

10. From the study we also get to know that the people there like to see sportswear

or sports product advertisement.

11. From the study we also get we to know that mostly people think that sometimes

advertisement effects negatively. But these negative effects may be of any type.

12. we also able to find that people think that when new advertisement come they

often neglect the price of the product and purchase that advertised product.

They don’t think that how much the product is expensive

13. So here we have found that mostly people’s level of buying remains same with

the new advertisements. They buy in the routine; there is not any big change

due to advertisement

14. Now here we can see that electronic media is the basic most important media for

the popularity of the advertisements among the people there.

75

RECOMMENDATION

The company need to increase their work force as the way they are adding more and

more golf courses into their list, in future they will be required with the huge human

resource

Apart from the bill board media, company should concentrate on the electronic media,

is mostly liked by the youth of the country but now a days accepted by everyone in the

society

Company need little promotion in the market as the concept of doing branding inside

the gold courses are new and all companies who can be there good clients are not still

aware about the presence of such services in the market , so to take more benefits and

increase the clientele , they need little more promotion in metro cities.

Although there are the only company in the market who is doing brandings of golf

courses, so they have a monopoly in the market, but still they should be open to alter

their charges on the basses of client to client and for the duration they won’t to sign the

contracts

Scope of study

The main scope of the study is to know the buying behaviour of premium class

people of the society

It also analyse the benefits accruing to the company as a result of their outdoor

media services and other company brand promotions

This study has been made to find how outdoor media is impacting on premium

class buying behaviour.

Limitations of study

The study is only related to premium class people of the society and only to the

people who play and visit golf courses in India.

Premium class people most of the time found busy so can’t get accurate data

from them.

According to the time limit of our project we can cover only some areas.

During survey some respondent may not give answer in a proper manner.

Objective of study

76

To know the impact of outdoor media on buying behaviour of the premium

class

To know how much important outdoor media is profitable for sales promotions

and how much impact it put on the consumers.

CONCLUSION

77

From this study we came to know about the different conclusions that in India golf is

not so famous among youth. It is mostly played by the people who are above the age of

40 and above. Golf is considered as expensive game, there are different reasons for

that, because of its expensive product and the membership you have to take for playing

there, that is the reason it is mostly played by the people who are from the higher

section of society.

People of this class and of this age come there on regular bases and spend there most of

the time, it also work as a place where they increase their social culture.

In this study we came to know that the media always impact on the consumer buying

behaviour and people mostly like the electronic media, because it brings more

attraction on the eyes of the consumer and people like to see such campaigns

As they are the only company in India who is engaged with the branding of golf

courses, they have a very bright future as there is no such competition in their core

field, but in other fields they have a very good competitions with the other companies

who exist is the market from long time.

From the study we also come to know that the branding they do and the media they put

inside the golf courses really do impact the people, and people do give some time on

electronic media on viewing them and atleast more than 10 times have an eye contacts

with the bill boards they have places in side as well outside the courses.

It all works to educate the people by letting them know about their new product coming

in the market as well as what the features different from others.

The concept is totally new in the market and now very well accepted by the corporates

also, and they are looking forwards to give their business to the company for their

media promotions

BIBLIGRAPHY

78

The which is done is all been collected from the different sources, such as

2011 media kit , updated by clear channel outdoor; ALBUQUERQUE

A presentation made by Mr. Sandeep Bansal , founder director , ebusiness

interactive , on brand influence

A project work done by SIMON and LOUISE HUDSON on golf tourism,

published by goodfellow publishers limited, woodeaton oxford, www.

goodfellowpublishers.com

Details mentioned by the UHI Millennium institute , which provides BA

(HONS) GOLF MANAGEMENT

A presentation on consumer behaviour on http___www1.ximb.ac.in

www.google.co.in

www.en.wikipedia.org

African Journal of Business Management Vol.2 (6), pp. 111-118, June

2008 ,Available online at http://www.academicjournals.org/AJBM ISSN 1993-

8233 © 2008 Academic Journals, Full Length Research Paper Product

placement: exploring effects of product usage by principal actors

Value2ad.com

And there took kit.

ANNEXURE

Consumer survey Questionnaire

Respondent:

79

Name:

Age:

Sex:

Qualification:

Occupation:

Income: <50000 50000-100000 100000-200000 >200000

Q1. How long you’re being a member of this golf club?

a) Less than a year

b) 1-5 years

c) >5 years

Q.2. How often you visit golf course in a month?

Number of days. approx. ………………………..

Q.3. how do you feel about the quality and services of this golf courses?

a) Excellent

b) Very good

c) Good

d) Fair

e) Poor

Q. 4. How much time you usually spent in a golf course?

In a week in hrs ……………….

Q.5. Who is the decision maker for buying any products in your family?

a) father

b) Mother

c) self

d) wife

Q.6.What is your preference while buying?

80

a) price

b) quality

c) local or imported

d) appearance

e) All of the above

Most preferred

Q.6.Tick the appropriate column

QUALITY

a) Excellent

b) Good

c) Fair

d) Bad

e) Very bad

APPEARANCE

a) Excellent

b) Good

c) Fair

d) Bad

e) Very bad

PRICE

a) Excellent

b) Good

81

c) Fair

d) Bad

e) Very bad

LOCAL OR IMPORTED

a) Excellent

b) Good

c) Fair

d) Bad

e) Very bad

Q.7. Do advertisements, which are placed here influence your buying?

a) YES

b) NO

c) DON’T KNOW

Q.8.WHILE BUYING, YOU ARE MORE CONSCIOUS TOWARDS?

a) Advertisement

b) Status

c) Price

d) Quality

e) All of the above

Q9. Which type of advertisement in golf courses attracts you more in golf course?

a) Product

82

b) Automobile

c) Sports wear

d) Celebrity

e) Beverage Alcohol

Q10. Is there any negative effect of advertisement on your buying behaviour?

a) YES

b) NO

c) SOMETIMES

d) NEVER

Q11. Which advertisement media is more attractive for you?

a) Electronic

b) News papers

c) Fashion Magazines

d) Bill board

e) Others

Thank you for your patience!!!

83

84