ateko project

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Industry profile

With the Indian economy booming at a GDP growth rate of 9.4%, there is a sense

of growth prevailing everywhere. The average Indians disposable income and

purchasing power has risen to never before levels. The Indian Entertainment &

Media industry is also not far behind. It is currently estimated at a worth of Rs. 450

billion with a CAGR of 18% over the next 5 years. Terms which were alien to

Indian like DTH, Digital Cable, and IPTV are suddenly finding presence in the

countrys journals.

Though DTH is comparatively the growth for the digital segment in rural areas

were 34%, 49% and 64% in the past three years (source: TAM annual universe

update 2010) the growth in the rural segment can be attributed to frequent power

cuts in the rural areas. DTH platform gives the rural consumer access to their

favorite programs,, with the help of generators/invertors, which is not possible with

the cable service in most of the areas.

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A report predicts that India would overtake Japan as Asias largest DTH by next

year and be the Asias leading cable market by 2010 and the most profitable pay-

TV market by 2015. This growth presents a lot of interesting scenarios.

History of Indian broadcasting

The history of Indian Television dates back to the launch of Doordarshan, the

countrys national television network in 1959. Television was then seen as a luxury

item that could be afforded only by a chosen few. The transmission was in Black &

White. The 9th Asian Games which held in 1982 in the countrys capital New Delhi

heralded the mark of color television broadcast in India.

In 1991, Indian economy was liberalized from the license raj and major initiatives

like inviting foreign direct investment, deregulation of domestic businesses

emerged this lead to the influx of foreign channels like Star TV and creation of

domestic satellite channels like Sun TV and Zee TV. This virtually destroyed the

monopoly held by Doordarshan.

In 1992, the cable TV industry started, it has literally changed the way the average

Indian watches the Television. The number of channels increased suddenly from 2

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and the real entertainment started. Every city India had a complex web of co-axial

cables running through the streets with a new breed of entrepreneurs called as

cablewallahs of local cable operators (LCO) taking charge of distribution.

In 1995 government felt the need of regulations in Cable TV and passed the Cable

TV networks (regulation) Act. This was also the time when state owned

Doordarshan and All India Radio came under new holding called Prasar Bharti to

give them enough autonomy.

In 2001 TRAI issued the guidelines for operating DTH. Countrys first private

DTH license was awarded to dish TV in 2003 which started operations in 2004.

Prasar Bharti also started its product DD-Di

Current Players

Today the market shares of various players are as follows

Dish TV: 30%

Sun Direct: 25&

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Tata Sky: 22%

Big TV: 137

Airtel: 8%

D2H: 2%

India has a total television population of close to 135 million, out of which 80%

have access to cable or satellite (i.e. 108 million). The total DTH subscribers are

close to 22 million. Thus the DTH has market share of approximately 20%. The

subscriber base for DTH in 2006 was meager 1 million. Now for an industry which

is just 5 years old, it is a great achievement.

In 2005 Dish TV was the only player in the DTH industry and was registering

subscriber growth mainly in the areas where cable TV as not available. The

subscribers were not ready for the cost of set top box. In 2007 CAS mandate was

introduced in selected metro cities, where users had to invest in a set top box.

Though the initiative was not very successful, it gave a wider acceptance to the

DTH and consumer became ready to pay for the set top box. Spotting the

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opportunity Sun Direct launched its services in 2007 with a drastically low onetime

cost involved for the DTH subscribers. Followed by this Reliance Big TV and Air-

Tel and Videocon launched their services. The market became competitive. Every

player came with innovative offerings. Dish TV offered Movie on Demand free

worth the cost of set top box. Air-Tel and Big TV offered free subscription for first

few months etc. All these things were coupled with aggressive marketing

campaign. Tata sky gained the maximum subscribers during this period.

Environmental analysis

a. Threats of substitute.

DTH faces stiff competition from the terrestrial, cable and IPTV. As per the

industry estimates, there are 120 million TV homes, of which 71 million are

served by cable and around 6 million served by DTH with the remaining

taken by terrestrial transmission. As IPTV is a new entrant, there is not

much data on

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Indian broadcasting pie

b. Terrestrial television

Doordarshan is the worlds largest terrestrial broadcaster with over 1400

terrestrial TV transmitters. The reach provided by this route is phenomenal

with Doordarshan covering 88% of Indias geographical area. Covering the

remaining 12% area required substantial capital investments which does not

outweigh the benefits. The transmission was done originally in Analog mode

but beginning from 2002. Doordarshan has partnered with BBC resources

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comfortably see the channels by paying anywhere between Rs. 100 to Rs.

300 per month depending on the place where he lives.

Due to the phenomenal reach of the cable TV, it poses a serious threat to the

growth of DTH industry. Also there would be resistance from the LCOs

lobby as DTH totally displaces them.

d. Internet Protocol Television (IPTV)

IPTV is a service where television signal are digitally sent over the

telecommunications line. It is often presented as a bouquet of Video (IPTV),

Audio (telephones) and Data (Broadband Internet) services. With

widespread adoption of broadband in the country and the growing techno

savvy population, IPTV has a potential to become a huge success. Telecom

companies such as BSNL and MTNL have spotted these earnings potential

and have already started with trial implementation in cities like Bangalore

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and Kolkata. Companies like reliance communication and Bharti Airtel also

planning to follow soon.

e. Bargaining Power of Suppliers:

DTH industry relies on three major suppliers: Customer premise equipment

(CPE) comprising of the Satellite Dish, Set Top Box with the necessary

Access card, the Ku Band transponders in the orbiting satellites and content.

With India set to overtake Japan as Asias largest DTH by next year, the

Bargaining power of Indian DTH operators with CPE suppliers have been

steadily increasing.

f. Bargaining power of buyers

We would take the entire broadcasting industry for analyzing the bargaining

power of the buyers. With enough options to choose both from the point of

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alternate mediums like cable, IPTV and Terrestrial broadcast and from the

point of increasing DTH operators, the consumer is at his will to decide.

Customer will continue to have a high bargaining power until DTH

platforms try to differentiate them as superior players with better content and

clarity.

g. Inter firm rivalry

The inter firm rivalry is quite high. The competition form state owned DD-

Direct to private players is negligible form the content point of view as the

number of channels offered by DD-Direct is very limited. However, DD-

direct doesnt not charge any monthly subscription fee which poses a threat

to the private players who charge monthly subscription charges.

Between Dish TV and Tata Sky there is an intensive rivalry exhibited by the

price wars and discount schemes offered to new connections. Being the first

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mover, Dish TV had price advantage in both the STB as well as in procuring

the transponders. On the other hand, Tata Sky claims its STB offers superior

VD quality Video die to its advanced STB.

While Dish TV is planning to spend Rs. 850 crores over the next 3 years, the

rival Tata Sky is willing to spend Rs. 2000 crores over the medium term.

The companies have also set ambitious targets with Dish TV aiming to reach

4.5 million subscribers in the next 18 to 20 months while Tata Sky aiming

for 8 million subscribers by 2012.

Other than the price wars and intense competition in increasing the customer

base, there is also a competition at acquiring the content. Dish TV, Tata Sky

and Sun Direct are part of big groups that also have popular bouquet of

channels like Zee, Star and Sun respectively. The current set of litigations

can be grouped into two categories: the channels indirectly refuse content for

DTH operators by charging when the vendor is already capacity constrained

Threat of New entrants

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With already 7 players in the DTH space, threat of new entrants is relatively

low. There are already enough competitions which will discourage new

firms to enter this business. While getting licenses is relatively easy, the

barriers to entry are high when it comes to pricing of CPE and getting the

required transponders. There is a definite First mover advantage which can

be inferred from by comparing prices of Dish TV vs Tata sky. So any new

entrant will face a high cost when it comes to equipments and transponders.

Challenges Faced by the Industry

Policy and Regulation

Being a nascent industry, there are lots of teething issues with the current

policy framework and the way it is regulated in reality. Some of the notable

challenges faced are below:

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Lack of exclusive content

In the global DTH market, competitions are mostly no providing niche

content. In India, TRAI does not allow a broadcaster to offer content

exclusively to a specific player. Hence content differentiation as a USP is

not possible currently in the India scenario. TRAI has clearly indicated that

exclusivity can be provided only when DTH operators are feeling that

without content differentiation, the competition can only be on price which

may even cannibalize the industry.

Cap on Foreign Investment

As per the current policy, the total foreign equity including FDI/NRI/

OCB/FII cannot exceed 49% and within that FDI component cannot exceed

20%. This would reduce the interest of foreign investors as they cannot get a

controlling stake in the company in spite of a heavy investment. On the

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contrary, up to 74% of foreign equity, with no limit on FDI, is allowed in the

Cable industry, with DTH being a capital intensive industry, these

limitations hurt the expansion plans of the cash constrained operators.

Cap on cable Company/Broadcaster Investment

In order to ensure a fair competition, the current regulation restrict the cap

on Broadcaster/Cable company investment in the DTH venture to 20% and

also prevent the DTH firm to hold more than 20% in a Broadcaster/Cable

company. As one can see, DTH operators are able to overcome this

challenge by spinning of new companies. But removing this rule would

reduce the bureaucracy involved and also reduce the content cost for an

operator due to the synergies created between him and Broadcaster.

Quality of Service Issues

There are couples of QoS issue which currently affect the DTH operators.

They are

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Technical Glitch-Rain Fade

By definition, Ku band signals get weakened by rain and snow. This results

in reduced image clarity and sometime total cutoff. This is a fundamental

problem with the design of the transmission frequency. In India, people are

glued to their TV soaps and sports events like cricket matches. So even a

tiny service disruption, during these events is seen as a major weakness of

the DTH platform.

Poor Levels of Service

A search on India's popular consumer forum Mouthshut.com reports that

only 28% recommend Dish TV and 57% recommend Tata sky. Even with

the skew for the errors and incorrect date, this shows the low satisfaction

levels of consumers. Some of the glaring complaints are Poor after-sales

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support, Removal of channels off air without notification, Open-ended

contractual agreements favoring the operators and lack of grievance cells.

Company profile

Dish TV

Industry DTH Pay TV

Founded 2004

Headquarters Noida, India

Area served India, Pakistan, Sri Lanka,

Nepal, Bangladesh

Products Direct broadcast satellite

Parent Zee Network Enterprise

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Date of Establishment 1988

Revenue 241.98 ( USD in Millions )

Market Cap 70113.2305005 ( Rs. in Millions )

Corporate Address Essel House B-10,Lawrence Road Industrial

Area, Delhi-110035, Delhi

www.dishtv.in

Management Details Chairperson - Subhash Chandra

MD - Jawahar Lal Goel

Directors - Arun Duggal, Ashok Kurien, B D

Narang, Eric L Zinterhofer, Eric Zinterhofer,

Jagdish Patra, Jawahar Lal Goel, Lakshmi Chand,

Mintoo Bhandari, Pritam Singh, R C Venkateish,

Sanjay H Patel, Subhash Chandra

Business Operation TV Broadcasting & Software Production

Background Dish TV is a part of Essel Group, is Indias first

direct to home entertainment service. The

company provides around 225 channels, highest

in numbers in this segment. It also provides

games, interactive TV, Movies on Demand, etc.

Dish TV is market leader in Direct to home(DTH) service having a pan-


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Financials Total Income - Rs. 11534.015741 Million ( year

ending Mar 2010)

Net Profit - Rs. -2621.325328 Million ( year

ending Mar 2010)

History

DTH service was launched back in 2004 by launching of Dish TV by Essel

Group's Zee Entertainment Enterprises. Dish TV is on the same satellite

where DD Direct+ was, DD Direct+ shifted to INSAT 4B which is adjacent

to NSS-6.

Dish TV was only DTH operator in India to carry the two Turner

channels Turner Classic Movies and Boomerang. Both the channels were

removed from the platform due to unknown reasons in March 2009. In

October 2010 Dish TV added the long awaited Neo Sports and Neo Cricket

on its platform.

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Dish TV is a part of Essel Group, is Indias first direct to home

entertainment service. The company provides around 225 channels, highest

in numbers in this segment. It also provides games, interactive TV, Movies

on Demand, etc.

Dish TV is market leader in Direct to home (DTH) service having a pan-

India presence. It has a subscriber base of over 4.5 million. It has

distribution network of 575 distributors with presence in 45,000 outlets

spread in 6500 towns in India.

Dish TV India has three subsidiaries namely Your Integrated Subscriber

Management Services (ISMSL), Agrani Satellite Services (ASSL) and

Agrani Convergence (ACL).

Dish TV is available across the country and adjacent countries

like Nepal, Bhutan, Sri Lanka, Gulf Countries, Bangladesh & Pakistan. As

Pakistan is one of India's neighbors, its frequency is available in its radius.

Dish TV imparts DVD quality picture and stereophonic sound effects to the

customers. It promises to change the experience of TV viewing with its

uninterrupted transmission service. The Endeavour enters next level of

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entertainment with futuristic features, such as EPG (Electronic Programme

Guide), Parental lock, games, 400 channels, interactive TV and movie on

demand. Dish TV also brings exclusive national and international channels

for the first time in India.

Dish TV is a division of Zee Network Enterprise (Essel Group Venture).

EGV has national and global presence with business interests in media

programming, broadcasting & distribution, specialty packaging and

entertainment. Zee Network incorporated Dish TV to modernize TV

viewing. Dish TV is Indias first direct to home (DTH) entertainment

service. By digitalizing Indian entertainment, this enterprise brought best

television viewing technology to the living room. It not only transmits high

quality programmes through satellite; but also gives a complete control of

selecting.

Dish TV is a division of Zee Network Enterprise (Essel Group Venture).

EGV has national and global presence with business interests in media

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programming, broadcasting & distribution, specialty packaging and

entertainment. Zee Network incorporated Dish TV to modernize TV

viewing. Dish TV is Indias first direct to home (DTH) entertainment

service. By digitalizing Indian entertainment, this enterprise brought best

television viewing technology to the living room. It not only transmits high

quality programmes through satellite; but also gives a complete control of

selecting channels and paying for them. To experience the new life breathing

in television technology, Dish TVextends high quality broadcast and

thorough entertainment

Outlook

Currently there are around7-8 million DTH subscribers, which is anticipated

to increase to 25-27 million by 2012. Major players in DTH segment are

Dish TV, Tata Sky, BIG TV and Bharti Airtel's Digital TV.

Dish TV is focusing on brand building so as to add more customers by

making Shah Rukh Khan a brand ambassador.

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Product

Name

Yea

r

Mont

h

Sales

Quantity

Sales

Value(Rs.Million

)

% of STO

Spare Parts

and Other

Items

201

0

03 0.00 19.82 0.18

Cable, Dish

and LNB,VC

and Other

Items

201

0

03 0.00 2.64 0.02

Set Top

Boxes, VGABox andDVR

201

0

03 1530.00 1.33 0.01

Going the DTH way has a lot of benefits. You are automatically upgraded to

a host of world class features that makes television viewing a pleasurable

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experience. Have a look at some of the key add on benefits that Dish

TV brings to your home.

Digital Picture Quality

The exceptional digital and direct-to-home transmission ensures you

watch all your favorite programmes in true DVD quality.

Stereophonic Sound

The Direct-to-Home satellite transmission treats your ears to a true

theatre experience by providing awesome stereophonic sound.

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Geographic Mobility

No matter which part of the country you are in or moving to, Dish

TV with its all India coverage ensures direct signals wherever you are.

Uninterrupted Viewing

With Dish TV at your home, as long as your equipment is connected to a

power source you can enjoy uninterrupted transmission of your favorite

programmes.

Capacity up to 400 DTH Channels

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Dish TV can offer you up to 400 entertaining channels. And that's not all,

every month more channels will be added to provide complete

entertainment to your family

Dyna Boost

Dish TV is using the NSS6 satellite at 95.0E designed specifically for

DTH operations. It is equipped with Automatic Level Control (ALC)

feature that enables the satellite to maintain constant satellite EIRP even in

case of uplink signal degradation due to weather conditions such as rain,

fog or clouds.

INSTAFLIP

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DISHTVS INSTAFLIP technology helps you change channels quickly

and conveniently. Our efficient processors make it possible for you to

browse through all 240+ channels and services in less than 2 seconds. So

get set browsing all the channels on DISHTV with fast scrolling, intuitive

navigation and quick flip surfing.

MDU

The Multi Dwelling Unit, it is customized solution for connecting multiple

houses within the same multi storied building with a single/ two Dish

Antennae to receive DTH services. Common dish installed on the terrace of

the multi storied building powers TV sets in multiple homes in the building

through a cable, which runs into each flat. And once installed, members have

the choice of subscribing to the connection.

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DTH is the concept of receiving the satellite directly in the home. A small

dish is to be installed to receive the satellite in the home. One connection

needs one dish to receive satellite. This leads to number of dishes in any

multi storied building having many subscribers. 50 subscribers mean 50

dishes on the roof.

MDU is a centralized network consisting of multi switches & amplifiers for

distributing the signal received by one/two Dish antenna

The Dish Antenna captures the signals and transmits them through multi

switches on to the individual STBs in the subscriber's flat. The setup is

customized combination depending on the number of connections and the

connectivity structure of the building.

Advantage of MDU

Each and every customer in the building does not have to have a separate

Dish Antenna to receive DTH services. Common dish in the building can be

used.

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Additional dish is not required to be installed for any additional subscriber in

the building.

It is easy to maintain one or two dish antenna in a building rather than

maintaining number of dishes.

Position of Dish TV in product life cycle

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KEY EXECUTIVES

S.N

o

Name Designation

1 Subhash Chandra Chairman

2 Jawahar Lal Goel Managing Director

3 Sanjay H Patel Alternate Director

4 Ashok Kurien Non Executive Director

5 Mintoo Bhandari Non Executive Director

6 B D Narang Independent Director

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7 Arun Duggal Independent Director

8 Pritam Singh Independent Director

9 Lakshmi Chand Independent Director

10 Eric L

Zinterhofer

Independent Director

Organizational structure

TITLE OF THE STUDY

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A STUDY ON IMPACT OF ADVERTISING ON CONSUMER PERCEPTION

DISH TV

STATEMENT OF PROBLEM

The study is being carried out to find out the impact of advertisement on consumer

preference regarding the DTH service of Dish TV.Although the company is one of

the leading players in the DTH market, it has been observed that the sales of the

company were moderate. The company wanted to know how effective can the

advertisement, as a means of promotion, can influence the consumers perception

regarding a particular brand.

OBJECTIVE OF THE STUDY

To understand the impact of advertisement on the consumers perception

regarding a particular product of a brand

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To find out which is the most reliable and best media for advertisement of

products of a brand

To know what elements of an advertisement attract the consumers the most.

To understand which factors in an advertisement affect the purchase

decision of the consumers

PRIMARY OBJECTIVE

The main objective of research was to study the market for the kind of customer

feedback available. Also we were particularly interested in customers loyalty and

level and his basic outlook towards showroom.

SECONDARY OBJECTIVE

Competitive position of rival.

Evaluate reaction of consumer and customers.

To study the nature of marketing, its location and the potentialities.

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To measure the effectiveness of advertising.

To find out the frequency of visit of customers.

To find out what adds on to a consumers shopping experience.

SCOPE OF THE STUDY

This project helps to study about the effectiveness of an advertisement in

influencing the consumers purchasing decision. This project is aimed to know the

impact as well as the best source or media for advertisement of a product. Through

this project an attempt has been made to identify which factors in an advertisement

are essential to influence the consumers perception regarding a product and its

brand. The study was restricted to the Bangalore region only.

SOURCES OF DATA

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Primary data is being collected from different sources like dealers, customers,

potential customers. Secondary data is being collected from sources like company

profile, computer websites, journals, magazines and other websites.

TOOLS FOR DATA COLLECTION

Primary data are those collected by the investigator himself for the first time and

thus they are original in character, they are collected for a particular purpose. A

well-structured questionnaire was personally administrated to the selected sample

to collect the primary data.

This method used for collection of primary data is questionnaire method

QUESTIONNAIRE METHOD

It is the most widely used method of collection of primary data. In this method, a

questionnaire consists of two types of questionnaire one is open ended and another

one closed ended which is of a list of question pertaining to the enquiry is

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prepared. There are blank spaces for answers. The investigator goes to respondent

along with the questionnaire and gets replies to the question in schedule and

records their answer. He clearly explains the object and the purpose of the enquiry.

The questionnaire is the media of communication between the investigator and

respondents. The study involved questionnaire method, the study was undertaken

through personal interview with the customer. The questionnaire was simple in

structure containing open ended and closed ended questions, which was designed

to obtain the required information from the respondents keeping in mind the

objective of the study.

SECONDARY DATA

Secondary data are those, which have already been collected by some other

persons for their purpose and published. Secondary data are usually in the shape of

finished products.

Two types of secondary data were collected for the preparation of the project work:

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Internal Data was generated from companys brochures, manuals and annual

reports.

External Data, on the other hand, was generated from magazines, research

books and internet (websites).

SAMPLING

Sampling technique

The sampling technique used is Convenience Sampling. A convenience sample is

a sample where the respondents are selected, in part or in whole, at the

convenience of the researcher. The researcher makes no attempt, or only a limited

attempt, to insure that this sample is an accurate representation of some larger

group or population. And also content of the respondents i.e. the people who even

had d time to fill the questionnaire.

Sample unit

Sample selected for study consisted of housewives, youngsters, officers and others.

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Sample size

50 Individuals

Sample area

Vasanth nagar, Bangalore.

METHODOLOGY

Field study: based on the type of research, time required to accomplish

research, on the environment in which research is done. Such studies usually go

deep into the cause of things or events that interest us, using very samples and very

deep probing data collection.

TYPES OF RESEARCH

Descriptive method: it includes surveys and fact-finding enquiries of different

kinds. The purpose of descriptive research is description of the state of affairs as it

exists at present. The main characteristics of this method are that the researcher has

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no control over the variables; he can only report what has happened or what is

happening.

PLAN OF ANALYSIS

Define Objective

Determine Information Needed

Decide Research Design

Tabulating is done by simple statistical method called tally method and

the data is represented in the form of table.

Preparation of Report

Follow Up

Recommendation

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LIMITATION OF THE STUDY

The study was restricted to the selected areas in the Bangalore region only.

The information collected is purely on the respondents opinion & may be biased

The size of the samples was restricted by time The information collected will

become invalid if there is innovation or change in the elements and media of the

advertisement

The data is limited to the customers own perception, knowledge, emotions,

feelings and awareness.

Study has been conducted with an assumption that the respondents will give true

and best possible.

REFERENCE PERIOD

45 days

OPERATIONAL DEFINITION

Perception:

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It is the process through which the information from outside environment is

selected, received, organized and interpreted to make it meaningful to you. This

input of meaningful information results in decisions and actions.

Nature of perception:

It refers to the interpretation of sensory data. In other words, sensation involves

detecting the presence a stimuli whereas perception involves understanding what

the stimuli means.

Perception is subjective process, therefore, different people may perceive the same

environment differently based on what particular aspect of the situation they

choose to selectively absorb, how they organize this information and the manner in

which they interpret it to obtain a grasp of the situation.

Perception process:

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CHAPTER SCHEME

Chapter 1 Introduction

This chapter contains introduction of the study and subject background of

the research of the study.

Chapter 2 Research Design

It contains the information about statement of the problem, books referred,

objective, scope, methodology, sampling method for collecting data, tools for data

collection.

Chapter 3 Company Profile

This chapter contains the information about the company products, services

provided by the company, company researches.

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Chapter 4 Analysis of data

This chapter contains information given by the respondents which is

analyzed in tables and graphs with interpretation.

Chapter 5 Findings and conclusion

This chapter contains the findings from the primary data and the summary of the

findings.

Chapter 6 Recommendations and Conclusion

Recommendations and suggestions which are based on the findings through the

questionnaire.

Annexure

The copy of the questionnaire and all other material collected from the

organization.

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Bibliography

The reference made from text

Introduction

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Table No 4.1 Gender Responses on Videocon television:

Opinion No. of

respondents

Percentage (%)

Male 23 46.0

Female 27 54.0

Total 50 100.0

Source: primary data

Analysis: 46% of the respondents are male and 54% of the

respondents are female.

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Graph No 4.1 Gender Responses on Videocon

television:

Inference: From above it is inferred that most of the respondents

are male as compared to female respondents as male

respondents are 69 and the female respondents are 81 in number

Table 4.2 Opinion of the Customers for Picture element in

Advertisement

Opinion No of Percent %

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Graph 4.2 Opinion of the Customers for Picture element in

Advertisement

Inference: From above it is inferred that Picture as one of the

components of advertisement does attract the consumers to a

large extent .as we know that advertisement plays very important

role so a company cannot ignore it .there is a lot of competition in

the market so company has to make the advertisement attractive

to attract the customers

Table 4 Response of the Customers for Headline in an

Advertisement

Opinion Frequency Percent %

Least 2 2.7

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attractive

Unattractive 9 18.0

Moderately 25 50.0

Attractive 13 27.3

Most

attractive1 2.0

Total 50 100.0Source: primary data

Table 4.3

Analysis: Most of the respondents, i.e. around 50% of them said

that a headline in the advertisement may or may not attract their

attention. While only 2% people said they are very much

attracted towards the headline in the advertisement

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Graph No 4.3 Response of the Customers for Headline in an

Advertisement

Inference: From above it is inferred that Headline as one of the components of

advertisement is neutral for attracting the consumers to a product through

advertisement but we can see that still 27% of the people are not satisfied so here

company cannot ignore these customers and company has to do work on it.

Graph No 4.4 Response of customers for Product Element

in advertisement

Opinion Frequency Perce

nt %

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Least

attractive 1 .7

Unattractive 2 4.0

Moderately 8 16.7

Attractive 22 44.0

Most

attractive17 34.7

Total 50 100.0


Table 4.4

Analysis: Most of the respondents, i.e. around 44% of them said

that a product itself in the advertisement does attract their

attention. While 34% of the respondents said that they are very

much attracted towards the product in the advertisement.

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Graph No 4.4 Response of customers for Product Element

in advertisement

Inference: From above it is inferred that Product as one of the main components

of advertisement is very much essential for attracting the consumers .Most of the

respondents product itself in the advertisement does attract their attention.

Table No 4.5 Response of Customers for Brand Logo in

Advertisement

Opinion responses Percent %

Least

attractive1 .7

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Unattractive 2 4.0

Moderately 11 21.3

Attractive 22 44.7

Most

attractive14 29.3

Total 50 100.0


Table 4.5

Analysis: Most of the respondents, i.e. around 44.7% of them

said that a brand logo of a product in the advertisement does

attract their attention. While only .07 % people said the brand

logo of any product doesnt attract their attention in a particular

advertisement.

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Graph No 4.5 Response of Customers for Brand Logo In

Advertisement

Inference: From above it is inferred that Brand logo of any product does play an

essential part in attracting the customers towards the advertisement. While only 0.7

% people said the brand logo of any product doesnt attract their attention in a

particular advertisement

Table No 4.6 Response of Customers for Understanding of

Picture in an Advertisement

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Source:

primary data

Table 4.6

Analysis: Most of the respondents, i.e. 40% of the respondents have the opinion

that the picture is comprehensible to some extent in the advertisement. While

around 30% of the respondents have the opinion that a picture in any given

advertisement is moderately comprehensible.

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Very

incomprehen

sible

1 1.3

Incomprehen

sible7 14.7

Moderately

comprehensible 20 40.0

Comprehensi

ble15 30.0

Very

comprehensi

ble

7 14.0

Total 50 100.0


61/108


62/108


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around 36.7% of the respondents have the opinion that a headline in any given


Graph No 4.7 Response of the Customers for

understanding of Headline in Advertisement

Inference: From this it is inferred that It is understood that the Headline in an

advertisement is not always or moderately comprehensible by most of the

respondents as very few responses for very incomprehensible, that 28% of

incomprehensible people are not able to understand the headlines of the

advertisement so company should work on this

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Table

No 4.8

Response of customers for Understanding of Product In an

advertisement


Table 4.8

Analysis: From the table it is understood that most of the respondents, i.e. around

47.3% have the opinion that the product is comprehensible in the advertisement.

Page 64


Incomprehen

sible1 .7

Moderately

comprehensi

ble

10 20.0

Comprehensi

ble

23 47.3

Very

comprehensi

ble

16 32.0

Total 50 100.0


65/108

While around 32% of the respondents have the opinion that a product in any given

advertisement is very much comprehensible.

Graph No 4.8 Response of customers for Understanding of Product In an

advertisement

Inference: It is inferred that the Product in an advertisement is easily

comprehensible by most of the respondents but here moderately comprehensible

percentage is 30 % so company has to make easy for them to understand the

product in any advertisement.

Table No 4.9 Response of customers for Understanding a

Brand Logo in Advertisement

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Source:

primary data

Table 4.9

Analysis: From the table it is understood that most of the

respondents, i.e. around 38.7% have the opinion that the Brand

Logo is comprehensible in the advertisement. While around

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Incomprehen

sible2 4.0

Moderately

comprehensi

ble

13 26.7

Comprehensi

ble

19 38.7

Very

comprehensi

ble

16 30.7

Total 50 100.0


67/108

30.7% of the respondents have the opinion that a Brand Logo in

any given advertisement is very much comprehensible.

Graph No 4.9 Response of customers for Understanding a

Brand Logo in Advertisement

Inference: From this it can be seen that the Brand Logo in an advertisement is

easily comprehensible by most of the respondents. But moderately comprehensible

and incomprehensible percentage is about 30% so company has to look after that.

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Table No 4.10 Response of the customers for advertising

Image Association Effort


Very little

effort7 13.3

Little effort 11 22.7

Moderate

effort16 31.3

More effort 11 21.3

Too much

effort5 11.3

Total 50 100.0


Table 4.10

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Analysis: From the table it is clear that a large no of respondents, i.e. around 16

respondents out of the 50 need to take around moderate effort to associate a

particular advertising image with its brand and its product.

Graph No 4.10 Response of the customers for Advertising

Image Association Effort

Inference: From here it can be seen that moderate effort is taken to associate the

advertising image with its advertised brands and products but still there are

responses about very little effort and little effort so company has to look after that

people who makes very little efforts

Table No 4.11 Responses of the customers for Paying More

Attention to Picture in Advertisement

opinion Responses Percent %

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Strongly

Disagree

3 5.3

Disagree14 27.3

Neutral

12 24.0

Agree16 32.0

Strongly

Agree

5 11.3

Total

50 100.0


Table 4.11

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Analysis: According to the table it s clear that around 32% of the respondents say

that they do agree that they pay more attention to the picture in a given

advertisement.

Graph No 4.11 Responses of the customers for Paying

More Attention to Picture in Advertisement

Inference: Hence it is very important to have a very attractive and appropriate

picture while advertising a particular product.

Table No 4.12 Response of the customers for Best Media

for Advertisement

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Opinionresponses Percent %

News

Papers5 10.7

Television 31 63.3

Internet ads 6 12.7

Magazines 2 4.0

Radio 3 5.3Mobile ads 1 .7

Covert Ads 2 3.3

Total50 100.0


Table 4.12

Analysis: As the table shows that most of the respondents, i.e. around 63% of all,

are of the opinion that TV is the Best Media for advertising a particular product.

While around 10.7% and around 12.7% of the respondents feel that Newspapers

and Internet ads are the best media.

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Graph No 4.12 Response of the customers for Best Media

for Advertisement

Inference: From above it is inferred that the TV is the best media for advertising a

product whereas the mobile ads is the least media for advertising a product to the

consumers, news paper contributes only 11% . We can conclude that the best

media for promoting products can be television as it has highest preference over

any other media.

Table No 4.13 Factors in an advertisement that attracts the respondents to

make the decision regarding the purchase of a particular product

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opinion responses Percent %

Content of

the ad12 23.3

The

Presentatio

n

13 27.3

Product

Itself

19 38.0

Celebrity in

the Ad6 11.3

Total 50 100.0


Table 4.13

Analysis: Product itself as a factor in an advertisement plays a very important role

in making the purchase decision of a particular product, according to 38% of the

respondents. Also the presentation of the advertisement according to around 27.3%

of the respondents plays an important role in taking decision regarding the

purchase of the product.

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Graph No 4.13 Factors in an advertisement that attracts

the respondents to make the decision regarding the

purchase of a particular product

Inference:The product itself as well as the presentation of the advertisement is the

factors of advertisement which influences the decision of the people while

purchasing a particular product. Also the content of the advertisement does

influence the decisions of the people to some extent.

Table No 4.14 Response For The most reliable media for advertisement

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Print Media 13 26.0

Electronic

Media37 74.0

Total 50 100.0Source: primary data

Table 4.14

Analysis: As per the table it is understood that electronic media is the most reliable

media according to the 74% of the respondents. While 26% of the respondents are

of the opinion that print media is the most reliable advertisement media.

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Graph No 4.14 Response For The most reliable media for

advertisement

Inference: Electronic Media is the most reliable media for advertisement

according to most of the respondents even though a few no. of respondents do feel

that the print media is the most reliable for advertisement.

Table No 4.15 the Reasons for Print Media being the Most reliable Media

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can see

advertiseme

nt

2 4.0

More

information5 10.7

future

references

6 11.3

Not

Applicable37 74.0

Total 50 100.0


Table 4.15

NOTE: Reasons 1,2,3,4 are as below:

1) Respondents can see the advertisement whenever they want

2) More information about the product is given

3) The respondents can use the information for future references

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4) Question is Not Applicable as the respondents selected other media

Analysis: As per the table, for about 74% of the respondents the question was not

applicable as they selected the other media. Out of the respondents the people who

selected print media as the most reliable media for advertisement most of the

people, i.e. around 6 people gave the reason that they can use it for future

references and around 5 people said that they can say so because more information

about the product is given in the print media. Only 2 people said that they say so

because they can see the ad whenever they want to.

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Graph No 4.15 the Reasons for Print Media being the most reliable Media

.

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Inference: People say that the print media is reliable because they can use it for

future reference, as well as it gives more information about the product is given in

the print media as it gives the closer look to the product due to which customers

can remember it for a long time

Table No 4.16 the Reasons for Electronic Media being the

most reliable media


LatestInformation

19 37.3

Glamorous

and

Attractive

16 32.7

Other

reason2 4.0

Notapplicable

13 26.0

Total 50 100.0

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Table 4.16

NOTE: Reasons 1,2,3,4 are as below:

1) Latest Information can be obtained

2) Very Glamorous and Attractive

3) Other Reason

4) Question is Not Applicable as the respondents selected the other media

Analysis: As per the table, for about 13% of the respondents the question was not

applicable as they selected the other media. Out of the respondents the people who

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selected electronic media as the most reliable media for advertisement most of the

people, i.e. around 16 people gave the reason that the electronic media is reliable as

it is very attractive and glamorous and around 19 people said that they can say so

because latest information can be obtained from the electronic media. Only 2

people said that they say so because of other reasons.

Graph No 4.16 the Reasons for Electronic Media being the

most reliable media

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(Reasons)

.Inference: People say that the electronic media is reliable because it is very

glamorous as well as latest information about the product can be obtained and it

also gives a clear vision about the product. The products which are shown in

electronic media is also assumed to be quality product, hence we can clearly state

that the best media for promotion would be electronic media

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Table No 4.17 Statement Expressing Best Opinion

Regarding Product Purchase


favourite

celebrity5 9.3

Features 26 52.7

brand name 13 25.3

Peers 6 12.7

Total 50 100.0


Table 4.17

NOTE: Statements

1. I buy the product based on what my favorite

celebrity endorses

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2. I buy the product based on its features shown in

an ad

3. I buy the product based on its brand name

4. I buy the product based on what my friends,

relatives, neighbors use.

Analysis: As per the table it is clear that around 52.7% of the respondents agree

with the statement that they buy the product based on the features shown in an

advertisement. While only 9.3% of the respondents agree with the statement that

they buy the products based on what their favorite celebrity endorses.

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Graph No 4.17 Statement Expressing Best Opinion

Regarding Product Purchase

Inference: According to the data, it is inferred that majority of the people buy

products based on the features of the products shown in a particular advertisement

also the celebrity who endorses the product motivates, certain buyers to buy the

product. Some of them are Brand Loyal and hence they prefer the same brand

throughout their lifetime very less number of respondents buy the products based

on what friend and relative uses.

Table No 4.18 Word of mouth is more influential than any

other advertisement

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Yes 37 74.7

No 13 25.3

Total 50 100.0


Table 4.18

Analysis: According to the table it is clear that around 74.7 % of the respondents

are of the opinion that word of mouth is more influential than any other source of

advertisement .While around 25.3% people are not of that opinion.

Changes with word of mouth these individual wants to try the product and then

form any kind of opinion.

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Graph No 4.18 Word of mouth is more influential than any

other advertisement

Inference: Word of mouth is a strong source of advertisement

than most of the other sources of advertisement as it comes from

our personal source we tend to believe in that. However it has

very huge impact on the product if opinion is negative. There are

very few respondents whose opinion does not

Table No 4.19Respondents being deceived by the

advertisement of any particular product

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Yes 21 42.7

No 29 57.3

Total 50 100.0


Table 4.19

Analysis: From the table it is seen that 57.3% of the respondents

have the opinion that they were not deceived by any particular

advertisement of a product. But around 42.7% of the respondents

do feel that they have been deceived by the advertisement of a

particular product.

Graph No 4.19 Respondents being deceived by the

advertisement of any particular product

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Inference: In todays world everyone feels that advertisement is

made with the only motive i.e. to make profit and deceive the

customer; the above chart also shows that majority of customer

still feel that they are deceived by the advertisers. However in

todays world all advertisement is made to promote the product

and create awareness.

FINDINGS

1.) It is noticed that 54% of respondents were female and 46% of

the respondents were male out of the total 50 respondents.

2.) There was only 1 respondent below 20 years, 12 respondents

between the age group of 12-30 years, 19 respondents between

the age group of 31-40 years, and 18 respondents between the

age group of 41 years and above.

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3.) The percentage of people with their occupation as professional

are 35.3%, as students it is 10.7%, as family business it is 24%,

as government employees it is 34 %, as house wives it is 15.3%.

4.) Most of the respondents, i.e. around 37% of them said that a

picture in the advertisement does attract them to a large extent.

While only 2% people said they are not at all attracted by the

picture in the advertisement.

5.) Most of the respondents, i.e. around 50% of them said that a

headline in the advertisement may or may not attract their

attention. While only 2% people said they are very much

attracted towards the headline in the advertisement.

6.)Most of the respondents, i.e. around 44% of them said that a

product itself in the advertisement does attract their attention.

While 34% of the respondents said that they are very much

attracted towards the product in the advertisement.

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7.) Most of the respondents, i.e. around 44.7% of them said that a

brand logo of a product in the advertisement does attract their

attention. While only .07 % people said the brand logo of any

product doesnt attract their attention in a particular

advertisement.

8.) Most of the respondents, i.e. 40% of the respondents have the

opinion that the picture is comprehensible to some extent in the

advertisement. While around 30% of the respondents have the

opinion that a picture in any given advertisement is moderately

comprehensible.

9.) It is understood that most of the respondents, i.e. around

39.3% have the opinion that the headline is not always

comprehensible in the advertisement. While around 36.7% of the

respondents have the opinion that a headline in any given


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47.3% have the opinion that the product is comprehensible in the

advertisement. While around 32% of the respondents have the

opinion that a product in any given advertisement is very much

comprehensible.


38.7% have the opinion that the Brand Logo is comprehensible in

the advertisement. While around 30.7% of the respondents have

the opinion that a Brand Logo in any given advertisement is very

much comprehensible.

12.) We can see that a large no of respondents, i.e. around 16

respondents out of the 50 need to take around moderate effort to

associate a particular advertising image with its brand and its

product.

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13.) We can see that around 32% of the respondents say that

they do agree that they pay more attention to the picture in a

given advertisement.

14.) We can see that most of the respondents, i.e. around 63% of

all, are of the opinion that TV is the Best Media for advertising a

particular product. While around 10.7% and around 12.7% of the

respondents feel that Newspapers and Internet ads are the best

media for advertisement respectively.

15. We understand that product itself as a factor in an

advertisement plays a very important role in making the purchase

decision of a particular product, according to 38% of the

respondents. Also the presentation of the advertisement

according to around 27.3% of the respondents plays an important

role in taking decision regarding the purchase of the product.

16.) We understand that electronic media is the most reliable

media according to the 74% of the respondents. While 26% of the

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respondents are of the opinion that print media is the most

reliable advertisement media.

17.) For about 74% of the respondents the question was not

applicable as they selected the other media. Out of the

respondents the people who selected print media as the most

reliable media for advertisement most of the people, i.e. around 6

people gave the reason that they can use it for future references

and around 5 people said that they can say so because more

information about the product is given in the print media. Only 2

people said that they say so because they can see the ad

whenever they want to.

18.) For about 13% of the respondents the question was not

applicable as they selected the other media. Out of the

respondents the people who selected electronic media as the

most reliable media for advertisement most of the people, i.e.

around 16 people gave the reason that the electronic media is

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reliable as it is very attractive and glamorous and around 19

people said that they can say so because latest information can

be obtained from the electronic media. Only 2 people said that

they say so because of other reasons.

19.) We can see that around 52.7% of the respondents agree with

the statement that they buy the product based on the features

shown in an advertisement. While only 9.3% of the respondents

agree with the statement that they buy the products based on

what their favorite celebrity endorses.

20.) We can see that around 74.7 % of the respondents are of the

opinion that word of mouth is more influential than any other

source of advertisement .While around 25.3% people are not of

that opinion.

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Suggestions and Recommendations

According to the findings television is the best media for advertisement.

Hence the company should focus more on the advertisements shown on the

television

The advertisements of the product should stress more on the features of the

product than other things as most of the consumers buy products based on

the features of the product in the advertisement.

Word of mouth is very much influential than any other form of

advertisement. Hence the company should undertake various causes and

events which would lead to positive word of mouth among the consumers.

Electronic media is said to be more reliable than other form of media. Hence

more and more no. of advertisement should be shown on various sources of

electronic media like internet, television, mobiles, etc

The product and its Brand logo attract the consumers towards an

advertisement which influences them while taking the purchase decision.

Hence the brand positioning and the product positioning through proper

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advertisement to the target consumers is very important and hence more

stress should be given on it.

The advertisements should appeals to the Indian values and sentiments. A

facing decision of buying such goods. For example is should be highlighted

in the Dish TV ads.

The advertisement should appear in all the forms of media. Viz, print,

electronic and outdoor. A proper blend of all three of these will reach a

diverse India populace.

The advertisements should be more information as to the distinctive features

which repels difference between the Dish TVs other brands. More display

of the model and the price tag does not arouse any interest in the minds of

the prospects about the specialty of the products.

On the urban areas, and the suburbs, the TV ads should be flushed more on

the most viewed channels like star, discovery channel and Doordarshan.

They should also be very frequently showed that they remain in the memory

of the viewers.

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Indians audiences are fun seeking and humorous. The advertisements,

instead of promoting aggressiveness and serious feelings should inculcate

with and humors. They are more appealing and enjoyable to watch.

CONCLUSION

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The study on the Impact of Advertisement on Consumer Preference revealed

that there is a very positive impact of advertisement on the consumers perception

regarding a particular brand. Hence it is strongly recommended to stress more on

the advertisement part of the promotional strategies of the company.

Since Dish TV is a well established brand in India and is an Indian multinational

company this study can be better validated by making a nationwide survey.

The study was conducted in various regions in Bangalore. The responses of

people of all the age group was collected for the purpose of analysis. The people

of both the gender as well as various occupational groups were the respondents

for the study. The information collected is purely on the respondents opinion &

may be biased. The study was restricted to selected areas in the Bangalore area

The responses of the various people revealed that advertisement does affect the

purchasing decisions of the people to a large extent. Hence it is necessary to

invest huge amount on the advertisement part of the promotional strategies. It

was found out from the research that television is important and the best media

for advertisement of products. More stress should be given on the electronic

media for advertisement

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.The study could be more effective if the sampling frame of respondents is

increased beyond the Bangalore city. If survey was done in other cities of India

also, then a better picture would merge.

The study undertaken on Dish TV is focused on the various facts of companys

strengths and weakness. While it is always wise to keep up the stronger rides

going and the weaker rides also need to be addresses strategically.

The electronics goods market is already replete with a no. of domestic and

foreign players. In this clutter, apart from pricing, non price competition viz

advertising can spell a havoc difference.

In our context Dish TV ltd. should therefore, strived to address the vast Indian

market that has shown rising propensity to consumer. If this heavy population is

adequately tapped, then its easy to predict the Numero-uno position is no ones

but only Dish TV.

QuestionnaireA STUDY ON THE IMPACT OF ADVERTISEMENT ON CONSUMERPERCEPTION DISH TV

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Dear Sir/ Madam:

I am Ateko mena is conducting a study on the above topic. Objective of thestudy is to assess the impact of advertisement on the perception of the consumersregarding their purchase behavior. Thank you very much

1. Gender: Male Female .

2. Age: Below 20 yrs 21-30

yrs .

31-40 yrs 41 yrs and above .

3. Occupation

Student Professional

Family Business Govt. employee

House Wife Any other .

4. To what extent do you think the advertising attract your attention?

Score on a scale of 1-5. (1=being least, 5=being most)

1 2 3 4 5

Picture

Headline

Product

Brand Logo

5. To what extent do you understand the advertising?Please give the score to each component on the scale of1-5.

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Very incomprehensible Very comprehensible1 2 3 4 5

Picture

Headline

Product

Brand Logo

6. After seeing the image, on a scale of 1- 5, tick your answer

How much effort does it take to associate the advertising image with its brandsand products?

Verylittle

1 2 3 4 5 Verymuch

7. I pay more attention to the picture in the advertisement?

Verylittle

1 2 3 4 5 Verymuch

8. Your opinion which is the best media for advertising a product?

News Papers . Television Internet ads .

Magazines Radio Mobile ads .

9. According to you which factors in an advertisement attracts you the mostto make a decision to purchase a particular product

Content of the Ad the presentation .

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Product itself . Celebrity in the ad .

10.Which media according to you is the most reliable?

Print Media (News paper, Magazinesetc.) .

Electronic media (TV, Internet, etc.) .

11.If print media, why?I can see the ad whenever I want .

More information about the product is given .

I can use it for future references .

Other reason .

12.If Electronic Media, why?

Latest Information can be obtained .

1. Very Glamorous and attractive .

2.

3. Other reason .

6. Select the statement which best expresses your opinion regarding product

purchaseI buy the product based on what my favorite celebrity endorses .

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I buy the product based on its features shown in an ad .

I buy the product based on its brand name .

I buy the product based on what my friends, relatives, use.

7. Do you think word of mouth is more influential than anyother advertisement?

Yes . No .

8. Have you anytime been deceived by the advertisement ofany particular product?

Yes . No .

Books Referred:

a) Paul E green, Donald S Tull research for marketing decision

prentice hall of India Pvt. Ltd.

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b) David J. Luck, Ronald S. Rubin marketing research PHIPL

2002.

c) Philip Kotler & Armstrong Principles of marketing - PHIPL

2002

d) Del. I. Hawkins , Kenneth A. Coney target marketing

management Publishing company limited 2003.

e) Micheal R. Czinkota marketing management Vikas

Publishing House 2002.

f) S. Jayachandra marketing management - Excel books 2006.

g) C.M.Sontaki marketing management - Klyani Publications

2005.

h) Suja . R. Nail Marketing Research HPM 2003.

I) C.R. Kothari Research Methodology New Age International

Publishers 2006.

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j) M. Shinakraman, M. Prakash guidelines on project report

HPM 2007

Website

www.Dishtv.com

www.wikipedia.com

www.answer.com

www.businessworld.com
http://www.dishtv.com/http://www.wikipedia.com/http://www.answer.com/http://www.businessworld.com/http://www.wikipedia.com/http://www.answer.com/http://www.businessworld.com/http://www.dishtv.com/

ateko project

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