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CONSUMER PERCEPTION TOWARDS SURROGATE ADVERTISEMENT
TABLE OF CONTENTS
TITLE PAGE. i
TO WHOME IT MAY CONCERN .ii
DECLARATION.. iii
ACKNOWLEDGEMENT.iv
EXECUTIVE SUMMARY... v
TABLE OF CONTENTS .vii
LIST OF TABLES AND FIGURES. x
Page No.
Chapter 1:Introduction ..............................................................................................1
1.1Surrogate Advertisements .
..3
1.2 Surrogated advertisement promoted by liquor
companies...5
1.3The Corporate
Standpoint
..6
1.4Surrogate Advertising: Emerging
Trend7
1.5Consumer Psychographics and Surrogate
Advertising..9
1.6Impact of surrogated advertisement on
children.10
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CONSUMER PERCEPTION TOWARDS SURROGATE ADVERTISEMENT
1.7Issues for
concern
11
1.8Consumer reaction toward surrogated
advertisement11
Chapter 2: Legislative Measures .....13
2.1 Legislative
Measures
.14
2.2 Advertising Standard Council of India (ASCI)
code..15
Chapter 3 : Literature Review .....20
3.1 Introduction.............................................................................................................21
Chapter 4 : Objectives and Need of Study ...24
4.1 Objective of study...25
Page No.
4.2 Need of the study25
Chapter 5 : Research Methodology .26
5.1 Nature of the Research Design .27
5.2 Data Collection..27
5.2.1 Primary Data .27
5.2.2 Secondary Data..27
5.3 Sampling Method.27
5.4 Sample Type ...27
5.5 Sample Size.27
5.6 Sample Area27
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CONSUMER PERCEPTION TOWARDS SURROGATE ADVERTISEMENT
5.7 Tools Uses for Analysis .27
Chapter 6: Data Analysis ...28
6.1 Factor Analysis Results .29
6.1.1 KMO and Bartlett's Test..29
6.1.2 Total Variance Explained30
6.1.3 Component Matrix...31
6.1.4 Rotated Component Matrix.32
6.1.4.1 Analysis on Rotated component Matrix...32
6.2 Analysis on the questionnaire...34
6.2.1 Consumer consumption patter on following factors34
6.2.1.1 Consumption in six months.34
6.2.1.2 Consumption rate in month 35
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6.2.1.3 Timing preferred for consumption..35
6.2.2 Parameter influence to buy alcoholic product.36
6.2.2.1 Due to monthly income...36
6.2.2.2 Money spend on alcoholic product 36
6.2.2.3 Influence due to watching surrogated ads in day37
6.2.2.4 Influencer to buy alcoholic product37
6.2.3 Consumers perception toward legislative measure on surrogate38
6.2.3.1 Perception on necessity of advertisement38
6.2.3.2 Tax and other legal barrier on alcoholic products38
6.2.3.3 Opinion about banning.39
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CONSUMER PERCEPTION TOWARDS SURROGATE ADVERTISEMENT
6.3 Findings.....40
Chapter 7: Conclusion & Suggestions..41
7.1 Conclusion.42
7.2 Suggestions....43
7.3 Limitations of the study44
8. References/Bibliography.
45
Annexure47Annexure A: Sample of Questionnaire .48
LIST OF TABLES ....Page No:
Table 1.1: Companies following surrogated advertisement..
.................4
Table 6.1.1: KMO and Bartletts Test.29
Table6.1.2:TotalVariance explained...30
Table 6.1.3: Component Matrix..31
Table 6.1.4: Rotated Component Matrix.32
LIST OF FIGURES. ...Page No:
Figure 1.4: Surrogated ads. :Print advertisements
..8
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Figure 1.8: Consumer attraction created by surrogated
advertisement..12
Figure 2.2(a): Kingfisher brand promotionaladvertisement.17
Figure 2.2(b): Brand promotional advertisement by different
groups..18
Figure 6.1.2: Scree plot showing factors
variables...31
Figure 6.2.1.1:Consumption in six months
.34
Figure 6.2.1.2:Consumption rate in
month.35
Figure 6.2.1.3: Timing preferred for
consumption.35
Figure 6.2.2.1:Monthly
Income..36
Figure 6.2.2.2: Money spend on alcoholic
product..36
Figure 6.2.2.3:Influence due to watching surrogated advertisements in
day..37
Figure 6.2.2.4: Influencer to buy alcoholic
product.37
Figure 6.2.3.1 Perception on necessity of
advertisement.38
Figure 6.2.3.3: Opinion about
banning.39
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