Department: Research Methods for Business and ManagementYear 2014/15Student Name:Abdulla IzzatAbdulqadrSalamaAbushabiebRegistration No. 14420

AcknowledgementI, , am currently pursuing my Masters in Business Administration (MBA) with Anglia Ruskin University. I whole heartedly thank my institution for providing me with such an illustrious opportunity to conduct an in-depth research on the topic " A Study of the impact of advertisement on customer buying decisions with specific reference to Emami Fair and Handsome Cream for Men - UAE

This study has been a success primarily due to the support and guidance provided by my mentor, Prof . Thanks must also to be extended to the departmental staff who provided all the necessary resources so as to completely execute my research study.

The constant guidance and direction provided tome by my mentor was extremely beneficial and indeed advantageous. My entire study was moulded and suggestively corrected purely due to the efforts of my mentor.

Last but not the least I would like to thank all my friends and family members for the constant source of energy and focus required for conducting this research study.

Executive Summary

In todays fast paced world, consumers demand the best products at the most competitive rates. Hence in this regard, the reach and impact of the promotions on the customer has to be ascertained.Gone are the days of a non-brand conscious customer. The consumers nowadays notice, observe and analyse each and every aspect of the product. Right from the ingredients to the marketing strategies implemented by the manufacturers are all scrutinised by the new-age consumer audience. Hence, there is an ever-growing demand for achieving the best results in all facets of the product which also entails marketing.The main objective of this study is to comprehend what is the current status of the advertisement campaigns of Emami Fair and Handsome and to find out the various avenues and areas with scope for improvement in the Advertisement sector of the said product.Since Product reach and popularity is of supreme importance in the todays time, firms have to pay special and vital importance on the effectiveness and efficacy of the advertisements of various products.This study has tried to analyse all the scenarios and view points that are related to the effectiveness of the Advertisement campaigns of the product in question. Right from the mode of communication to involvement of male celebrities in the ad has also been discussed in the following pages.

Table of Contents1.Introduction21.1.Background and Problem Statement21.2Significance of the Research31.3Aims & Objectives of the Research31.4Research Questions32.Literature Review42.1History of Advertising Overview42.2 Advertising and Consumer Behaviour52.3 Theories and Models Review72.4 Buying Behaviour of Cosmetics in UAE93 Research Design and Methodology103.1Type of Investigation113.2Data Collection Method113.3Sampling Method113.4Sample Frame & Size123.5 Accessibility issues123.6Ethical Issues123.7Research Limitations134.Time Table135.References14

Title:A Study of the impact of advertisement on customer buying decisions with specific reference to Emami Fair and Handsome Cream for Men - UAE

1.IntroductionAdvertisement plays a major role in this modern business world. Fahy and Jobber, (2002) explains that in order for the company to gain maximum customers and attain profit, advertisement of the products or services has an important role to play. Advertisement is a practical affair which differs with marketing (Jobber, 2002). Advertisement drives customers to the product or services and develops branding. Cohen (1988) states that advertisements are focused to satisfy three objectives, to increase the sales, to guarantee the end user the quality of the product and finally ensuring the companies commitment to corporate social responsibility. However, to achieve all the three objectives in tandem is an incredible yet difficult feat to be achieved. In this cut-throat market it is not only sufficient to introduce effectual marketing strategies but also to keep track on the impact and effectiveness it has on the final customer.

1.1.Background and Problem Statement.Advertisement is usually used by firms to reach the target population to receive optimum exposure of their product and increase sales. Sundarsan (2007), states that the role of advertisement is for creating brand awareness and thereby increasing the demand of the product and market share, which has seen deteriorating. Cosmetic products have been attributed to other factors like long term use of the product and the users reluctance to switch products. This has elevated several questions why cosmetic companies still do advertisement for their products. Sharma and Sharma (2009) in their study states that for decades advertisement has been a subject of debate and by the start of the 19th century it has become a fertile topic for research. In todays highly competitive world, there is a stringent requirement to be the best in each and every sphere of business. Hence, in this regard, a study of the impact of advertisement on customer buying decisions of a product becomes very imperative and can be extremely constructive in its utilization. Furthermore, advertisements for the FMCG sector goods are even more vital primarily because the audience that is influenced by the marketing strategy is a sizeable portion. Through all of the above, it can be concluded that in todays market, a sufficient evaluation of the marketing effectiveness of the product is very much necessitated so as to be at the brim of the industry.

The study will focus on the impact of advertisement on customer buying behavior of cosmetic products with special reference to Emami fair and handsome with emphasis to its users in United Arab Emirates. The respondent composition has been mainly split into four age categorizations comprising of 25 respondents from each category, totaling 100. By doing so, we would be able to achieve not only the response of the users of the products as a whole but also an age based review or study of the advertisement impact of the product.

Cosmetic product is selected, because it satisfies the conditions of commodities on which is effective to advertise. Different products are available in the markets which are distinguished from each other serving the same purpose with inherent qualities. Consumers tastes vary from person to person depending on their social status and personal usage. It is extremely difficult to satiate the tastes of the varying consumer Diaspora through a single advertisement. Moreover, in the cosmetic industry, where competitors come up with a new feature/product every moment, there is a dire need to be at the top of your game.

1.2Significance of the ResearchGone are the days of a non-brand conscious customer. The consumers nowadays notice, observe and analyse each and every aspect of the product. Right from the ingredients to the marketing strategies implemented by the manufacturers are all scrutinised by the new-age consumer audience. Hence, there is an ever-growing demand for achieving the best results in all facets of the product which also entails marketing. Hence in this regard, the research will critically analyse the impact of advertisement and the critical success factors for the development of a cosmetic brand. The study will also shed lights on the potential impact factors that influence the consumer buying behaviour and the brand itself, through advertisement. Furthermore, the categorisation of the age of the respondents provides an age wise dimension to the research study. Thus on a generic basis, this report will impart information regarding various factors ranging from customer preferences, advertisement effectiveness to age priorities as well. Furthermore, this report will also provide a basic knowledge regarding the outreach of the product which will also be fruitful for the companys research purposes.1.3Aims & Objectives of the ResearchThe aim of this research study is to investigate the impact and role of advertisement in consumer buying decision with reference to Emami Fair and Handsome cream for men with emphasis to its consumers in UAE.This study clearly aims at identifying and analyzing the advertisement program of the firm with special respect to Emami Fair and Handsome. Another objective of this study is to help in introducing or altering the current advertisement strategies by obtaining feedback from the general public or consumers of the product. Through this study a generic impression regarding future tactics of marketing and advertisement of the product in question, can be formulated.

The objective of the research is as follows:- To analyse the extent to which purchase of consumers are based on advertisement. To find out the influential factors on advertisement and the motives and reasons of consumers demanding advertised products in reference to cosmetics. To examine the effect of advertising on consumer buying behaviour with reference to Emami Fair and Handsome in UAE. To obtain a transparent picture of the approximate outreach of the product Devise suggestions that can assist in the formulation of a more robust marketing and Advertisement effectiveness strategy for the forthcoming years. To give recommendation for improvement to Emami Fair and Handsome marketing scenario in UAE.

1.4Research QuestionsThe research question will be as follows:-1. What are the effect of advertisement and the current buying behaviour of cosmetic consumers in UAE?2. What factors influence the buying behaviour of consumers, towards selection process of cosmetics in UAE?3. What is the effect of advertisement on consumer buying decision?4. What are the factors that brand personality traits influence on purchase decisions in relation to cosmetic brands in UAE?5. What are the factors that influence the consumer perception in cosmetic market in connection with advertisement that influence the purchase decision?.

1.5 Structure of the dissertation

This research study is broadly divided into five chapters which encompasses data pertaining to the advertisement sector in specific.

Chapter One: Introduction This chapter talks about the basics and the purpose of this research study., the aims and purpose of the research study and also the reason for selection of such a topic.Chapter Two: Literature Review This chapter talks about the various theories and models prevalent in relation to the topic as well as the consumer behaviour and the buying behaviour of the customers in the said geographical Diaspora.Chapter Three: Research Methodology- This explains in depth about the techniques used to derive at the conclusion of this studyChapter Four: Findings and Suggestions: As mentioned, this chapter is solely for listing the findings derived from the study and to provide adequate suggestions for improvement.

2.Literature Review

The literature review will scrutinize the different methods of advertising currently used tosell cosmetic products. The techniques revealed have been grouped into seven primary categories: aspirational advertising, celebrity endorsement, socially responsible advertising, unique selling points, scientific evidence, fear and advert composition. Nonetheless these are not rigid categories and some techniques have the potential to either to be classified under another, for example celebrity endorsement can be a type of aspirational advertising, or used in concurrence with each other, for example scientific evidence may be used to provide a unique selling point.

Throughout the literature review Dade (2007) is continually denoted to as she provides a thorough and in depth historical and sociological lens through which one is able to study the present; thus providing an objective factual framework from which to evaluate other sources. Wolfs (1991) investigation into the beauty myth is also frequently discussed to aggravate debate about the ethics of the cosmetic industry, bringing their methods, motivations and effects on the female consumer into dispute.

The literature review in this study will analyse the secondary research part. Secondary research will be from available sources from published journals, books, internet and other published articles and trusted informations sources. The research will further look into past studies related to the relationship between advertisement and consumer buying behaviour

2.1History of Advertising OverviewThe goal of the advertisement during the 1950s and 60s was hard selling only without any strategies (Vahid, Hossein, Esmaeli, Saeedeh, 2012). In this modern globalized world, advertisement have transformed into a commercial tool. (Davidson, 1992) defines advertisement has its own impact; it is a social language, a technique of persuasion conveying messages to the consumers in its own languages. Another researcher Williamson (1978) states that ads are designed to create a meaning. Impact of advertisement and other media content is a growing important for researches whether it is qualitative, quantitative or interpretive (Ahmed, 2000). The FMCG industry is inundated with the most happening product throughout the year, hence when it comes to selling cosmetics in a saturated marketplace; firms need to differentiate their products through the use of creative packaging, consistent branding and product positioning, hence resulting in a more forceful marketing strategy.

Consumers believe that advertisements are only to encourage or persuade them to buy a product. According to researches advertisement not only serves this purpose; it also gives the correct information, worry, warning to testify the advertised products are really available on the product (Cook, 1992). We come across advertisement in our daily lives, we can say its mirroring of society and vice versa, it transmits the meaning also its a social significance, which have lead people to consider it as a discourse type, a prominent discourse in contemporary society (Cook, 1992). Furthermore, knowing who exactly is your final customer opens the door to highly-effectual, segmented form of advertising which, in fact, is an essential component to any firms overall marketing strategy.

With reference to the market of hygiene and beauty for men, there are not many alternative products available in the market as compared to the countless products offered for women. There are a few brands that see this market as a niche and unique that can be further developed in the future. LOral brand is perceived as a pioneer in this segment primarily because in 1985, the LOral group has launched itself with Biotherm Homme to compete in the mens market. By doing so, they carved out a sizeable market chunk for themselves and in turn became the market luminaries with respect to the mens grooming products. ( Source : Coles Mens Grooming)

The male cosmetic market is a relatively new occurrence, wherein numerous brands had first attempted to penetrate the market in the early nineties. In order to typify the techniques required to appeal to men, a particular case study by Kapferers (2004) with regards to Vichy is valid. In 1996, Vichy propelled into the market a new range termed as Basic Homme de Vichy, however, due to the notion present in many customers mind that it was primarily a feminine brand, it was futile. So , their next step forward was to reposition themselves by entitling that health was linked to skin, thanks to which they could relaunch their product with the more masculine name termed as Vichy Homme, which turned out to be a fruitful venture (Kapferer, 2004, p.282). Beautifully summarised by Ambekar :Functional, utilitarian or practical needs for particular products and services. Such appeals accentuate the characteristics and features of the product or service and how it would be advantageous to own or use the particular brand(Ambekar, 2009).In the late 1900s mens grooming, mens skin care and mens makeup started gaining popularity. In 2000, we were at the brink of a Metrosexual phenomenon wherein men began concentrating on their grooming and the use of skin care and makeup. Historically which was started off amongst Egyptians, the Greeks, and the Romans, Mans use of makeup to make-up their appearance is again becoming a common phenomenon in society.

2.2 Advertising and Consumer BehaviourAny organization main aim is to reach their valued consumers and influence their awareness of the product or services and thereby increase the buying decision. This needs a lot of marketing activities and spend. Firms should focus on the current market potential and understanding the needs and wants of the potential customers can help the establishment to succeed. This is what we called studying consumer behaviour (Arens, 1996)

Hedonic consumption known as consumers behaviour motivated by affective desires (Hirschman & Holbrook, 1982). When a consumer selects a product to consume emotional stimulation is a vital motivation. Inherent to this, consumers deliberately or intentionally utilize the buying process to manage their moods (Hill & Gardner, 1987). Researches state that consumer buying activities depends on the transformation of his her mood. A consumer holding a positive mood uses an experiential strategy while making a purchase decision, wheres is a negative mood reflects and informational strategy (Garner and Hill, 1986). The study of Garner and Hill (1986) suggest the decision making in consumer employs a mood management strategy during the decision making process.

In todays world, there has arisen a need for socially responsible advertising. In this regard, a technique central to socially responsible advertising that is engaged by brands such as The Body Shop and Lush is to make adverts that remark on the brand in general, instead of advocating individual products so as to broadcast interest in the brand. This method was used in The Body Shops campaign which highlighted the doll Ruby. The poster contained the slogan there are 3 billion women who dont look like supermodels and only 8 who do. By doing so the branch was attempting to instil self-esteem and a positive body image in the consumer. Off late, structuring a brand image has attained prominence as companies aim to mentally inspire and provoke certain qualities in the consumer and hence achieve brand loyalty in such an influential and patchy market.

Hill (1988) states that the element of advertisement should be able to create and impact in the consumers mood. Crafting appropriate contextual factors in the ads design to create a mood is vital for the success of the advertisement and impact to the consumers. Hill (1988) also advise that firms concentrates on advertisement strategy based on their goods or services that is being suggested for consumers purchases. Consumers make their purchase decision based on their moods. Accordingly product can be classified as mood specific, mood general and non-mood.

As we all know, advertisers recurrently use models in marketing campaigns and promotions. On a generic basis, they choose attractive thin models who symbolize a certain kind of the beauty ideal, reasoning that such imagery would positively manipulate consumers to buy the brand endorsed by the ideal model. Earlier research, however, has revealed that exposure to such ideal images actually may have negative effects on the self evaluation of consumers. For instance, some studies have demonstrated that exposure to attractive faces in advertisements has led consumers to evaluate themselves more negatively (Richins, 1991; Smeesters and Mandel, 2006).

Source : Association for consumer research

According to Mizerski, white, & Hunt (1984), the attributes based information contained in the ad plays pivotal role, which can be considered as the last element of an advertisement that has the potential to impact consumers. As suggested by R. Batra (1986) the components of the ad may work similarly to the hedonic and utilitarian affective attitude elements. The content of the ad may be designed to reduce, maintain and improve the mood of the receiver (Hill 1988) which can lead to the hedonic affective response of the consumer. The potential impact of the current and future mood states of the consumers are based on the evaluation of the attribute based information contained on the advertised brands. This can be characterized as the utilitarian affective response of the consumer. Ads should be designed and created to impact mood states should contain two elements cognitive and non-cognitive mood inducers (Gardner, 1985)

Marketing products by asserting their advantages and announcing statements that no other brand has made till date, is an effectual technique of marketing thathas established itself since the 1910s and is now known as unique selling points or in short, USP. Ambekar refers to such a technique as a rational appeal as it focuses:On the individuals functional, utilitarian or practical needs for particular products andservices. Such appeals emphasize the characteristics and features of the product and theservice and how it would be beneficial to own or use the particular brand(Ambekar, 2009).

In another interesting analysis, it was inferred that the use of fear in cosmetic advertising principally makes the consumer anxious that he/she is not as perfect as they should be. In other words, a comparison amongst each other comes into being .Ambekar believes that this technique is successful, specifically because it pin-points the consumers apprehensions, thus making them feel tarnished and dissatisfied with their present condition (Ambekar, 2009). Conversely, in comparison, Dunn and Barban validate with the opposite argument claiming that this is not probable since advertisers take people as they are and attempt to find out how products will satisfy them. There is no evidence that advertising can create a fear where no seeds of anxiety exist (Dunn &Barban, 1978, p.94).

It is definitely a well known fact that whenever a consumer purchases a product, he/she is not just associating himself or herself with a brand, he is also buying an image that is coupled with the brand. Every marketing organisation operates with the single objective of crafting an array of images, and reinstating these diverse images in a contextual framework that is highly relevant to the target segment. The beauty of advertisement is that it brings the brand so close to the end user that the brand creates a special place for itself in the customers mind.

Hence, it can also be stated that imagery is everything. When a customer purchases a product, it is, in fact, a response to the image that a particular brand has encapsulated in his mind. It is this very same image which when coupled with a need, translates itself into a purchase decision. During this period, the consumer is creating a relationship with the brand which, depending on is consumption experience, determines the future-buying pattern of the consumer. A series of good repeat purchase experience gives you a local customer.

2.3 Theories and Models ReviewThere are several models that can be traced related to the literature on advertising. Various theories and models have been published till date from several authors.This study will look in to a few of the published models

The Shanon Weaver Model This model is also known as the marketing communication process model. The theory was developed and published by Shanon and Weaver in 1949. This theory is based on the concept of transferring of electrical signals from one point to another and came to be introduced as a communication theory within social communication. The developer of this theory thought it also met the demand of human affects. All round the world have accepted this transmission model of communication and has evolved to form several process models of communication (Dwyer, 2005).

Source : Communication TheoryAIDAThe model developed and created in 1925 by Strong. The purpose of development of this model is to create awareness of the advertisement, develop interest and customer desire (Hackley, 2005). Butterfield (1997), states that this model is seen as highly influential and affects our thinking. The theory is based on the four factors of buying decision process as shown in the picture.

Source : www.smartinsights.com

Transfer TheoryThe Meaning Transfer Theory usually applies to celebrity endorsement as it relies on the consumer deriving meaning from the celebrity and transferring it onto the product. There are three stages to this process which Tellis states as:Encoded Meanings [where the] celebrity encodes meanings in their image by the roles they have played and social life they lead, as well as age, gender, race, wealth, professional status, personality or lifestyle; Meaning Transfer where the celebrity image is transferred to the product, this image cannot be described precisely but is more effective more quickly than lay endorsers; Meaning Capture where consumers buy the product as they want to capture some of the desirable meaning the celebs have given to the product (Tellis, 2004, p.180-181).Defining Advertising Goals for Measured Advertising (DAGMAR)The model was created by Russell Colley, when he developed a report for the Association of National advertisers. A book had been published in 1969 related to the same subject (Mackay, 2005). This model has been formed to measure the communication level of each measurable objectives of each juncture (Smith and Taylor, 2002). The model processes the level of customer understanding and how to measure the campaign results (Belch & Belch, 1995).

Source : www.enotesmba.com2.4 Communication Strategies

Communication strategies for mens cosmetic products vary as per the target market. To attain the best target population, an effectual communication campaign is pertinent. Hence, on a generic basis, kinds of communication can be bifurcated into two segments: the media communication and the non-media communication.

The first one deals with all types of communications through any one of the presently popular media which can be summarised as the Internet, cinema, TV, press, billboards and radio. All the other types of communications, such as public relations, personal selling, direct marketing and sales promotion are categorised as non-media communication. Media communicationPressThanks to the emergence of male-concentrated press, such as Mens Health, cosmetic brands publicise themselves through the columns in the form of articles about their products. Furthermore, it is a useful tool so as to make free samples reach the target population. In conclusion, this helps the brands to obtain new customers amongst the readers of these magazines.TVFor products that are primarily to be marketed through departmental stores, TV is the best medium of communication possible. For example, when Adidas wanted to launch its range Performances, it chose to use TV adverts.

The InternetIn todays fast paced world, Internet is the best mode of communication, which permits users to acquire personalized advices about beauty and care, such as how to identify ones skin type, or how to choose a product tailor made for your skin type .

Non-media communication

SponsoringNumerous brands appear through sports events by using sponsoring. A major instance of this would be Gillette, during the Football World Cup, and also Niva, penetrating itself in sports world.

Sales promotionA commonly found method of non-media communication is sales promotions. Currently, they are evolving more and more in the distribution sectors. Pierre Fabre, for instance, has adopted effectual non-media communication by using advertising at the selling place.

2.5 Buying Behaviour of Cosmetics in UAEThe history of cosmetics emerges 6000 years ago in human history. Every society in the earth is dependent on some sort of cosmetics in their daily lives. In ancient times tattooing and scarification practiced by native Americans, the Maori of New Zealand and numerous African cultures. The use of woadplants dye, used by ancient Britishers to paint their bodies blue. The above forms of usage of cosmetics can be characterised as the use of psychological intimidation of the enemy as well as adornment (Draelos, 2007). The worldwide cosmetic share according to AMA is estimated to be US $ 1.8 billion. Accordingly cosmetic manufacturers are coming up with innovative products to attract the market and to gain more market share.

According to Engel and James Consumer Behaviour, there are 5 stages of a consumer buying process, namely: The problem recognition stage, otherwise known as the identification of the customer needs and requirements. The search for information, which translates into the search of knowledge bases or external knowledge sources for information regarding the product. The possibility of alternative options, which means checking whether there is another better or cheaper product available in the market The choice to purchase the product and Finally the actual purchase of the product. The above list shows the complete process that a consumer will most likely, whether recognisably or not, go through when they go to buy a product.

In UAE the cosmetic industry is growing rapidly with an annual growth of 12% and a market value of $ 1.7 billion which is expected to increase $ 2.1 billion (Chaudhry, 2008). According to Mena Report (2009), emirates alone spend approximately AED 1 billion per year on beauty products and beauty treatments. The UAE consumers mainly purchase international cosmetic branded products which are very popular. The retail industry of cosmetics in UAE shows an annual growth of 25-30% (Retail industry report, 2011). This growth in the cosmetic industry in UAE, allowed the attention of international companies to establish their presence in UAE. The market growth shows the young population is on a fashionable trend and earns high disposable income (Abed Al Aziz, 2006). In UAE the cosmetic market is dominated with international players (Cochrane, 2006). With this growing trend, of cosmetics the UAE government took an initiative and established a Fragrance Beauty and Fashion Part at Jebel Ali Free Zone to boost UAE role in this growing market trend.

Furthermore, UAE being a very progressive country with respect to the other countries in the GCC and with a far larger mix of nationalities present, the demand and interests for cosmetic products in specific are cited to be more than their counterpart countries. However, the target audience for the conduction of this study is principally, the Indian diaspora. Since the product in question is widely used in India and amongst the Indian population, it would be rather pertinent for the purpose of this study to concentrate a little more on the said diaspora. Hence, when considering the advertisement or marketing strategies to be implemented, it must be noted that there must be a far more enhanced and heightened impact on the diaspora of UAE than the other regions. Conceptual Framework

Chapter 3 :Research Design and MethodologyConducting Research is probably one of the most prominent skills developed by mankind since ancient ages. Academia research has evolved with some wonderful methodologies and associated tools and techniques offering the students and academic researchers with multiple choices in the way they can design their research. The methodology has to be chosen by the researcher depending upon many attributes that shape the aims and objectives of the research and the overall structure of presentation. The researcher normally begins with choice of research philosophy which itself opens up directions for the researcher as he/she progresses further in establishing the overall design of the research. The final outcome is a research design that will be employed by the author to conduct the primary and secondary researches in the study (Bryman and Bell, 2003, 2007)This research study will be carried out in UAE (Abu Dhabi and Dubai) to investigate the effects of advertisement on consumer buying behaviour in cosmetic industry with specific reference to EmamiFair and Handsome mens cream. A structured method of research has been utilised through the course of this study. In other words, as mentioned earlier, there is a categorisation that has been brought into the respondents, ie, 25 people from four age categories were selected so as to achieve an age wise review of the product and the advertisement programme of the product as well.

3.1Type of InvestigationThe investigation will start with the detailed secondary literature review analysis on cosmetic industry in UAE and the impact of advertisement in consumer buying behaviour. Primary research will employ exploratory research by applying a survey method, will be carried out in different cosmetic shops, outlets, retail outlets etc., in Abu Dhabi and Dubai. This will help in analysing the influential factors of consumer buying decision on the impact of advertisement and other factors, which can further help Fair and handsome to identify the weakness. A Descriptive research design will be used to conduct research further after knowing the regular buying behaviour. As this research demands, the advertisement effect on the buying decisions.Research Methodology is the way of systematically solving the research Problem. It may be implied as a science of studying how research is executed scientifically. Through the use of a research methodology, we are able to examine the various steps that are by and large adopted during the course of research along with the logic behind the topic as well. In a research, not only the research methods but also the research methodology is of imperative nature.

As per the book by Saroj Kumar called Business Research Methods, exploratory research is that particular type of research conducted for a problem that has not been clearly etched out.. Such a kind of research aids to determine the best research design, data collection method and confirmation of subjects. Given its very basic nature, exploratory research often concludes that a perceived problem in fact, does not actually subsist.It goes on further to state that applied research in administration is more often than not, exploratory in nature because there is a need for flexibility in approaching the problem. Furthermore, qualitative research methods such as case study are repeatedly used in exploratory research. There are three types of objectives in a marketing research project: Exploratory research or formulative research Descriptive research Causal research (also referred to as explanatory research)

Over and above the mentioned types of research methodology, there is also a branch of research methodology that is termed as Descriptive research. Descriptive Research, in contrast to all other types of research works, is used to describe characteristics of a population or phenomenon being studied.

Quoting the Research Playbook written by Stephen and Rangarjan, Descriptive Research does not answer questions about how/when/why the characteristics occurred. Instead, it addresses the "what" question (what are the characteristics of the population or situation being studied?). They even go on to state that descriptive research cannot be used to as the basis of a causal relationship, wherein one variable affects another. It can be concluded that, descriptive research is said to have a low requirement for internal validity.

3.2Data Collection MethodExtracted from Dr Roger Stapsfords work, on a generic basis, there are three types of data collection and they are: 1.Surveys/Questionnaires: Standardized paper-and-pencil or phone questionnaires that ask predetermined questions.2. Interviews: Structured or unstructured one-on-one discussions with the vital links regarding the project topic.3. Focus groups: Structured interviews with small groups of individuals using standardized questions, follow-up questions, and exploration of other topics that arise to better understand participants. This mostly involves a free flowing discussion pertaining to the product and the individuals responsiveness to that particular product / service.Personal interviews will be the data collection method preferred for the primary analysis as it will give in-depth information in communication. Interview will be conducted with the potential customer segments after deriving them from the exploratory research will be conducted in different outlets in Abu Dhabi and Dubai by applying survey method. Interviews with structured questionnaire applying closed format and Likert scale will play a vital role in collecting the data from the male users of Emami Fair and Handsome and other cosmetic brands.As this study pertains to the advertisement effectiveness of Emami Fair and Handsome product, it is of vital nature that the respondents must have seen/will see the ad of the product so as to provide a fair review of the marketing strategies utilised. Hence, as and when data is collected through questionnaires or personal interviews, the print ad as well as the visual ad is showcased to the target respondents, thus allowing us to procure a first-hand, fresh and even-handed response regarding the subject at hand. With reference to this particular study, post selection of the respondents and the definition of the sample size, the respondent is asked regarding the brand knowledge of Emami and is asked if they have seen the latest video advertisement / print media advertisement of Emami. If the respondent has not seen the respective ad, then it was displayed and shown in the researchers laptop. Further, the respondent is also enlightened with all the latest print media ads . By doing so the respondents are in a much better position to adjudge the advertisement campaigns and promotions of Emami Fair and Handsome and hence provide more fair and truthful results. 3.3Sampling MethodDuring the course of any research study, there can be a wide array of sampling methods that can be employed, individually or in combination. However, as mentioned by Lohr, Sharon L. in her book, Sampling: Design and Analysis, there are certain factors which commonly influence the choice between these designs, namely: Nature and quality of the frame Availability of auxiliary information about units on the frame Accuracy requirements, and the need to measure accuracy Whether detailed analysis of the sample is expected Cost/operational concernsSampling method selected for this study will convenience sampling in selecting various outlets and different cosmetic shops, parlours and retail outlets in Abu Dhabi and Dubai. Stratified Random sampling method will be used as it will enable the research for equal chance of the selected population. Through the use of such a sampling, As the data collected from exploratory research will be divided as follows:-RespondentsAge groupPopulation Size

Teenagers13-1925

Young men20-4025

Middle Aged Men40-6025

Old MenAbove 6025

TOTAL100

3.4Sample Frame & SizeAs the objective of the research is to understand the impact of consumer buying behavior on the effect of advertisement, Sample Frame will consist of the total population and the sample selection will be 100 which is good enough for stratified Random sampling method as there will be an equal probability of selecting each unit within the population.

3.5Accessibility issuesAs the research will be carried out at various cosmetic outlets, which include retailers outlets, companys outlet, parlours and salons, at Abu Dhabi and Dubai, difficulties will arise in getting appointment with these outlet managers. Another difficulty might be in getting the right customer for the interview from these outlets.

3.6Ethical IssuesThe research was executed after obtaining official permission from the authorities of the selected cosmetic outlets. As this topic is too important to understand the impact of advertisement on buying decision which is relevant to todays business, and the research subject will be qualitative in nature with survey method, the researcher believes that there will not be any ethical issues.

3.7Research LimitationsAs we all may know, dissertations for any level of education, be it university or high school for any piece of academic research, suffer from limitations. A few of these limitations can be anticipated and planned for, before the research process is initiated, whilst others become ostensible during or after the research process. Regardless of whether such research limitations are foreseen or not, they should be acknowledged and discussed so that the clear areas for project improvement can be chalked outAccording to Medscape.com, the sole objective of the Research Limitations section is to help you understand: (a) The types of research limitation the researcher may come across; (b) What the stakeholders of this research study expect from the Research Limitations section of your dissertation; (c) The types of future research suggestion that generally arise out of the research limitations the researcher has identified.

Hence in this regard, the research limitations that have been etched out for this particular research study are as follows: This research report is limited to the study of the impact of advertisement on customer buying decision. Other areas which include other factors that influence consumer buying decision are not part of the scope of this research. The study is limited men users only as the research emphasis on Emami Fair and Handsome mens cream The study focuses only on the advertisement strategies and impact influence factors for buying decision The study is limited to carry out to 4 months. Hence exhaustive research on the subject will be significantly less time for deep analysis. The study was carried out only with the cosmetic outlets which include the retail outlets, departmental stores, companys outlets, parlours and saloons at Abu Dhabi and Dubai Since there is a random selection of respondents, the effective number of respondents who have actually seen the advertisement campaigns of the ad may in reality vary. There is always an element of ambiguity that surrounds the responses provided by the respondents. They may respond to the questionnaires giving any careless answers just so as to complete the questionnaire. When collecting responses from elderly respondents they may have bluntly answered to various queries without any interest in the subject matter. Such kinds of limitations are out of the control of the researcher. This also applies to the respondents below18 years of age. Furthermore, this study only concentrates on the Diaspora present in UAE. It is not necessary that the customers in any other geographical country would respond and perceive the marketing strategies in the same manner as UAE audience have.

Chapter 4.Data Analysis4.1 IntroductionAs we all know, analysis of data is a progression of inspecting, transforming, and modelling data with the sole objective of ascertaining and advantageous information, suggesting conclusions, and in conclusion provide a supportive decision-making ability. Analysts generally apply numerous techniques which are commonly denoted as exploratory data analysis so as to be able to understand the messages contained in the data. Through the course of exploration, researchers usually may result in additional data cleaning or additional data requests, hence making these activities iterative in nature. Descriptive statistics comprising of the average or median may be caused to help understand the data. Furthermore, in many complex scenarios, data visualization may be used to scrutinise the data in graphical format and thus, obtain additional insight regarding the messages within the data. Initial data analysisAn important element of Data Examination is none other than Initial Data Analysis. The most vital distinction between the initial data analysis phase and the main analysis phase primarily, is that during initial data analysis the researcher, more often than not, refrains from any analysis that is designed at answering the original research question. The most interesting as well as the thought provoking feature is that initial data analysis phase is guided by the following four questions: Quality of data Quality of measurements Initial transformations Did the implementation of the study fulfil the intentions of the research design?Ader in his 2008 publication enlists the types of analyses that can be used during the initial data analysis so as to substantiate and strengthen the same. These are listed below:

Univariate statistics (single variable) Bivariate associations (correlations) Graphical techniques (scatter plots)John Turkey in his 2008 edition of The future of Data Analysis had mentioned that it is highly imperative to take the measurement levels of the variables into consideration for the analyses, mainly due the reason that special statistical techniques are available for each level: Nominal and ordinal variables Frequency counts (numbers and percentages) Associations circumambulations (cross tabulations) hierarchical log - linear analysis (restricted to a maximum of 8 variables) log - linear analysis (to identify relevant/important variables and possible confounders) Exact tests or bootstrapping (in case subgroups are considerably smaller than most used in research projects) Computation of new variables Continuous variables Distribution Statistics (M, SD, variance, skewness, kurtosis) Stem and leaf displays Box plotsMuch celebrated author Dr. Jonathan Koomey, through his various publications and seminars has always recommended a series of best practices for understanding quantitative data. Some of them include, but is not limited to the following: Check raw data for anomalies prior to performing your analysis; Re-perform important calculations, such as verifying columns of data that are formula driven; Confirm main totals are the sum of subtotals; Check relationships between numbers that should be related in a predictable way, such as ratios over time; Normalize numbers to make comparisons easier, such as analyzing amounts per person or relative to GDP or as an index value relative to a base year; Break problems into component parts by analyzing factors that led to the results, such as DuPont analysis of return on equity.As evident through the previous chapters, the primary source of data and information collection is questionnaires and hence, through the following pages, each question of the questionnaire will be analysed and separately described. A concise explanation will be provided summarising all the important notifications and observations of the particular question.A tabular representation of the responses provided by the respondents is stated for each question. Such a tabular depiction of the given data can aid in easy comparison and analysis, which in-turn gives a quick, swift and concise picture of the raw data.Each tabular depiction is followed by a graphical illustration of the volume of responses and the category of response. Graphical representation is in the form of Histograms for the ease of analysis.Following the graphical representation of the respective question, a small and concise write up id provided summarising the inference and observation obtained from the table and diagram. Furthermore, taking into consideration all the findings and observations, certain recommendations/ plan of action is suggested to the stakeholders so as to improve the current state of affairs and in effect, have a greater and more efficient advertisement campaign in place.

4.2 Questionnaire AnalysisQuestion 1: Do the advertisements of goods in the FMCG Sector attract your attention more than the other products?ResponentCategorisation / Opinions13-19 years20-40 years41-60 yearsAbove 60 YearsTOTAL

Strongly Agree852015

Agree12107332

Neutral 3461629

Disagree247114

Strongly Disagree023510

TOTAL25252525100

Table No 1Graphical Representation No 1

Observation :From the given responses, it is clearly evident that 32 out of 100 respondents are more attentive when ads pertaining to FMCG goods are aired. Furthermore, 15 respondents have also strongly agreed to the said query. This highlights that there is a general favouritism towards FMCG ads. However, 29 respondents have also opted for a Neutral position. Amongst the 29 respondents, 16 of them fall in the age group of above 60 years. Hence, it maybe concluded that either at their advanced age they are indifferent to FMCG goods or else it may have been a random selection of options. Nevertheless, on a generic note, FMCG ads are favourable amongst the target population.Question 2: How often have you come across the ad for Emami Fair and handsome cream (Visual or print) for men over the past one week?ResponentCategorisation / Opinions 13-19 years20-40 years41-60 yearsAbove 60 YearsTOTAL

Four Times333211

Two times284115

One time11134230

Have not seen any ad relating to this product.213612

Cannot recollect70111432

TOTAL25252525100

Table No 2Graphical Representation No 2

Observation:Amongst the respondent category, 30% of the respondents stated that they have seen the ad once in the past week. However, 32% also mentioned that they are unable to recollect sighting this ad. This may be an indicator that the ads of Emami Fair and Handsome are not hard-hitting or impactful enough for them to recollect it. Else, since the major chunk of respondents in that category was Senior citizens, it can also be age related recollection issues. However, only 12% have stated that they have not at all seen the ad, thus giving a reasonable picture of the reach of the advertisements of the product.Question 3: Have you obtained a fairly decent picture of the features of the product from the ad (video or print)?ResponentCategorisation / Opinions 13-19 years20-40 years41-60 yearsAbove 60 YearsTOTAL

Strongly Agree111110840

Agree978529

Neutral 455822

Disagree11237

Strongly Disagree01012

TOTAL25252525100

Table No 3Graphical Representation No 3

Observation:As evident from the tabular information as well as the graphical data, 40% of the respondents have strongly agreed that they have attained a fairly decent picture of the features and characteristics of the product through the ad. Furthermore, 29% have also agreed upon the same. Hence, on an overall basis, we can conclude that the information communicated through the ad is sufficient for the target audience to obtain a gist of the highlight of the product.

Question 4: Did you feel that the product had any exclusive features apart from other mens cosmetic products?ResponentCategorisation / Opinions 13-19 years20-40 years41-60 yearsAbove 60 YearsTOTAL

Strongly Agree363214

Agree7117833

Neutral 10510833

Disagree314513

Strongly Disagree22127

TOTAL25252525100

Table No 4Graphical Representation No 4

Observation:Cumulatively, 47% of the target respondents have accepted that they have an impression that there are some exclusive features in this product which makes it distinctive. Amongst this segment, 17% of the respondents fall in the 20-40 age groups. Thus it can noted that, respondents falling within the age of 20-40 pay special attention to Mens cosmetic products and note the features of that product as well.

Question 5: Do you pay special attention to ads pertaining to MensCosmetic products?ResponentCategorisation / Opinions 13-19 years20-40 years41-60 yearsAbove 60 YearsTOTAL

Strongly Agree987226

Agree9125430

Neutral 538723

Disagree124916

Strongly Disagree10135

TOTAL25252525100

Table No 5Graphical Representation No 5

Observations:It must be highlighted here that 26% and 30% of the respondents Strongly Agree and Agree respectively that they pay special attention to Mens cosmetic products. It is interesting to note that amongst this cumulative 56%, 38 respondents fall within the age groups 13-19 years and 20-40 years. This may be primarily due to the reason that they are in the prime of their age where beauty and good looks plays a vital role in their life. Hence, most of the senior citizens have by and large disagreed with the statement.

Question 6: Was there clarity and transparency of information in the advertisement campaign?ResponentCategorisation / Opinions 13-19 years20-40 years41-60 yearsAbove 60 YearsTOTAL

Strongly Agree326011

Agree1312141150

Neutral 485926

Disagree32049

Strongly Disagree21014

TOTAL25252525100

Table No 6Graphical Representation No 6

Observations:By a landslide margin, 50% of the respondents, after having shown the ads, are of the opinion that there was clarity and transparency in the ad. From the advertisement strategy point of view, this is of vital importance. Further, 11% have strongly agreed to the same as well. Respondents across all age groups have unanimously agreed upon the clarity and transparency of the information cascaded through the advertisements. The 26% Neutral opinion is primarily due to the elderly respondents who , as discussed earlier, are not interested in the product and are focused more on health related products.

Question 7: On a first hand basis what is the opinion you had when you watched the ad for the very first time?ResponentCategorisation / Opinions 13-19 years20-40 years41-60 yearsAbove 60 YearsTOTAL

Influential342312

Truthful684523

Vague Information/Misleading744419

Sensible/Believable2811526

Not interested714820

TOTAL25252525100

Table No 7Graphical Representation No 7

Observation:Roughly about 20% of the respondents each have stated that the information is vague or that it is of no interest to them. Nevertheless, 26% have stated that it was perceived as sensible/believable after having seen it for the very first time. Additionally, 12% of the respondent population felt that the ad was in fact influential. This particular observation coupled with some of the previous observations, leads to the inference that the current advertisement strategy utilised in the company, is largely efficient in reaching out to its target audience and passing out the correct message.Question 8: In your opinion, which media platform would grab your attention the most for cosmetic advertising?ResponentCategorisation / Opinions 13-19 years20-40 years41-60 yearsAbove 60 YearsTOTAL

TV10810634

Radio1461122

Internet9113225

Magazine 11215

Outdoor Billboard31116

Newspaper10348

TOTAL25252525100

Table No 8Graphical Representation No 8

Observation:Ever since time the advent of television, commercials and video advertisements have been a part and parcel of everyday life. Hence, it doesnt come as a surprise when inferred that 34% of the target population consider TV to be the most effective source of brand communication. Internet, which is the pulse of todays generation, has come in second inline for brand media advertisements. Interestingly, radio is the third favourite of the respondent population, chiefly thanks to the senior respondents aged 60 years and above who feel the age old form of radio communication, still enticing. Magazines, Billboards and newspapers form the rest of the channels.Question 9: Having seen the advertisement, are you more likely now to purchase the product offered?ResponentCategorisation / Opinions 13-19 years20-40 years41-60 yearsAbove 60 YearsTOTAL

Strongly Agree233210

Agree9117532

Neutral 12671136

Disagree135413

Strongly Disagree12339

TOTAL25252525100

Table No 9Graphical Representation No 9

Observation:Cumulating the Strongly Agreed and Agreed components of the responses, it can be inferred that 42% of the respondents are leaning towards buying the product, after having seen the advertisement. Neutral opinion majorly comprises of the respondents above the age of 60 as well as the respondents between the age of 13-19. However, only at niche 9% has strongly disagreed against buying the product. Nevertheless, on a generic basis, the consumers are choosy and do not empower their buying decision through the use of Ads.

Question 10: On watching the ad, what is the initial impression you obtained regarding the Quality of the product:ResponentCategorisation / Opinions 13-19 years20-40 years41-60 yearsAbove 60 YearsTOTAL

A high quality product/ high end product855321

A sub-par quality product325616

Quality cannot be determined9841031

Quality is at par with other men's cosmetic products in themarket.51011632

TOTAL25252525100

Table No 10Graphical Representation No 10

Observation:As apparent from the above analysis, 32% of the respondents have stated that the Quality of the product is at par with other mens cosmetic products in the market. Further, 21% have stated that the product seems to be a high quality product. Thus, clubbing these two observations together, it can be understood that the target audience have a fair picture regarding the quality and eminence of the product. However, it must be noted that 31% have also stated that quality is a factor that cannot be deemed through the advertisements..

Question 11: If the product was endorsed by a famous male celebrity, would it have influenced your buying decision?ResponentCategorisation / Opinions 13-19 years20-40 years41-60 yearsAbove 60 YearsTOTAL

Strongly Agree756220

Agree884727

Neutral 9581133

Disagree146516

Strongly Disagree03104

TOTAL25252525100

Table No 11Graphical Representation No 11

Observation:Consolidating the responses in the Strongly Agree and Agree options, its seen that the buying decisions of 47% of the respondents would have been influenced had there been a male celebrity to endorse the product. Moreover, 33% have selected the neutral opinion, which in turn comprises of 11 respondents aged 60 and above. Conclusively, it must also be highlighted that only 20% of the respondents are in contradiction to the involvement of a male celebrity.

Question 12: If certain offers/ discounts are announced through the ads, would there be an inclination to purchase the product?ResponentCategorisation / Opinions 13-19 years20-40 years41-60 yearsAbove 60 YearsTOTAL

Agree161010945

Depends on the Offer/Discount611131242

Disagree342413

TOTAL25252525100

Table No 12Graphical Representation No 12

Observation:By a landslide margin, 45% of the respondents agree that a discount offer would induce them to buy this product. As consumers always eye cost-saving measures, a discount, naturally, would be a motivational factor to buy more units of the product. Nonetheless, 42% of the respondent population has also voiced that their influence over the buying decision of the product will also depend upon the details of the offer/discount and not just any offer or discount.

Question 13: Before the ads were released in visual and print media, were you aware regarding the existence of such a brand?ResponentCategorisation / Opinions 13-19 years20-40 years41-60 yearsAbove 60 YearsTOTAL

Yes1720231676

No852924

TOTAL25252525100

Table No 13Graphical Representation No 13

Observation:Clearly, the presence and the popularity of the brand can be deemed through the above graphical diagram. As seen above, 76& of the respondent category have confirmed that they have heard (word of mouth) of the brand in question prior to sighting the advertisement material for the first time. Through this particular question, we can somewhat achieve clarity on the current level of awareness of the brand amongst the target population.

Question 14: If you have used the product, do you feel it lives up to the promises/ features made in the ad?ResponentCategorisation / Opinions 13-19 years20-40 years41-60 yearsAbove 60 YearsTOTAL

Strongly Agree543214

Agree91113740

Have not used the product till date.11351433

Disagree04318

Strongly Disagree03115

TOTAL25252525100

Table No 14Graphical Representation No 14

Observations:40% of the respondents agree that having used the product, they are quite satisfactory with the results and have no qualms against the claims made in the advertisement. This is a meritorious observation for the brand as it conveys exactly the truth about the product. However, a major highlight point to be noted here is that 33% of the respondent cstegory have not used the product at all. Post consideration of the market share, steps must be taken to increase the reach and market share of the product in the market.

Question 15: How often/ at what periodicity do you feel that the firm has to come up with a different /alternative marketing strategy or ad?ResponentCategorisation / Opinions 13-19 years20-40 years41-60 yearsAbove 60 YearsTOTAL

Every 3 months34119

Every 6 months51115637

Annually10681741

Every 2 years741113

TOTAL25252525100

Table No 15Graphical Representation No 15

Observation:On a close call basis, 37% and 41% of the respondents have detailed that a fresh marketing strategy must be brought into functioning Every 6 months and Annually respectively. Amongst the 41% category, 17 respondents above the age of 60 years have opinionated that the strategy must be renewed annually. As they have viewed numerous campaigns and promotions , they are well versed with the effective sustenance time of a particular ad.

Question 16: Would you like to see similar ads in the future from Emami?ResponentCategorisation / Opinions 13-19 years20-40 years41-60 yearsAbove 60 YearsTOTAL

Strongly Agree323412

Agree5913431

Neutral 15951544

Disagree24219

Strongly Disagree01214

TOTAL25252525100

Table No 16Graphical Representation No 16

Observation:The 44% neutral opinion provided throws light on the fact that the customer looks forward to a dynamic advertisement strategy. The respondents look forward to new innovative concepts of promotions on a periodic basis. However, 43% of the target respondents have also mentioned that similar ads can be seen in the coming future.

Chapter 5 :FindingsThrough the use of the detailed and comprehensive questionnaire, we have been able to understand the basics of the advertisement effectiveness and efficacy of Emami Fair and Handsome. In todays fast paced world, consumers demand the best products at the most competitive rates. Hence in this regard, the reach and impact of the promotions on the customer has to be ascertained. Stated below are some of the significant implications that were derived from the study conducted:1) The consumer base, in general, is more attentive towards advertisement campaigns of products in the FMCG sector. Additionally, the men are further interested in ads that pertain to mens cosmetic range. During the personal interviews conducted, it was inferred that the since the mens cosmetic market is a fairly under-developed and new market, there is a strong hunger amongst the consumers for further products falling in the same category.

2) The reach of the ad campaigns is reasonably good. 56% of the respondents had mentioned that they recall sighting the ad around once or more than once in past one week. Hence, the reach and frequency of the ad has been noticed by a major chunk of the consumers. This observation also hints that the ad has certain noticeable features that help the consumer to retain the ad.

3) 69% of the respondents agreed to that they had received a decent picture of the features of the product. This proves the directness of the advertisement in a major way. This is also substantiated through Figure 6 which details that there is 66% of the respondent population feel that the ad encompasses clarity and transparency of information. This is of vital importance to any advertisement effectiveness analysis.

4) 47% of the respondents implicated that through the viewing of the ad, they had understood that the product has certain exclusive features that sets them apart from other mens cosmetic products. However, 33% of the respondents also opted for neutral. Hence, it cannot be completely assumed that all the exclusive features have been noticed by all the respondents.

5) It was also inferred that 35% of the respondents were of the opinion that on an initial note, the ads aired as well as the poster designs and print media ads came across as Influential and Truthful. However, 19% also responded saying that information communicated through the advertisements was vague and misleading. Furthermore on viewing the ad for the very first time, 16% of the population had the impression that the product was of sub-par quality (as evident from Figure 10). Hence measures must be taken to improve the quality of the product that is cascaded over the advertisement campaigns.

6) 34% of the respondents mentioned that TV is the best source of reaching out to the final customer. Likewise, in todays internet-savvy world, social media has taken great prominence as an effective tool for marketing purposes. Hence, 25% of the respondents were of the opinion that Internet was an effective tool for communication of product information. Interestingly, 22% also voted Radio as an effective medium. It maybe pertinent to note that Magazine was rated extremely low for this purpose. This maybe primarily due to a low interest for men into Magazines.

7) Another point to be noted is that 47% of the population mandated that the presence of a male celebrity for endorsement reasons would be an influential factor on their buying decision. Adding to that , 45% also agreed that the use of discount sale, etc would also stimulate the buying behaviour of the consumer

8) Lastly, since the thirst for innovative concepts and ideas in the field of advertisement is never ending, 41% of the customers shared that the management needs to introduce a fresh marketing strategy and gimmick on an annual basis. In addition it, 37% also stated that it must be revised on a half yearly basis rather than a monthly criteria.

Chapter 6. Conclusion and Suggestions 6.1 ConclusionAdvertisement and marketing as we all know is a dynamic field where every firm has to being the best of its game. The cut throat competition and the constantly innovative ideas keep this industry striving for more.In such a juncture, it is highly imperative and relevant that every brand present itself as a market friendly and must place itself in an attention grabbing position. This is exactly where advertisement comes into play.As seen through the inferences and observations of this study, Emami Fair and Handsome has managed to suitable place itself in an enviable market position. Also, it has managed to raise commendable brand awareness as evident from Table no 13, 76% of the respondent population were aware of the existence of such a brand. This is a very meritorious development for the firm.However, with respect to the market share, there has to be valid development required. Furthermore, emphasis has to be placed greatly on the quality of the product that is communicated through our ads. Since around 32% of the respondents felt that the product was only at par with the other products in the market, there is a dire need in this cut-throat market to be in a different league from other products. Hence, through the use of sophisticated ads or print media with a social message, etc the brand may be able to communicate a different aura about the quality of the product in question.Alternatively, as seen through the analysis conducted in the previous chapters, an inclusion of a famous male celebrity or publicising the discounts offered can prove to be an impetus to the customer buying behaviour for the product.

6.2 Suggestions With respect to this study, the following are certain suggestions that can be looked into by Emami Fair and Handsome so as to improve their advertisement strategy and effectiveness. These suggestions are not in any way exhaustive and have been formulated purely on the basis of the results ascertained in this study:- In numerous queries, the ads were not of major importance to the senior age group respondents. Hence, advertisements should be created in such a manner that they cater to all age groups, through the inclusion of sensitive messages ,etc- Since celebrity involvement has been observed as a popular influencer of buying behaviour, the involvement of certain films stars who are popular pan all age groups would induce the customers to buy more of the product.- The Marketing Strategy has to be revised and reviewed at least annually so that there is an air of freshness to the ads and so that the customers do not get a mundane and monotonous feel about the product. This in turn, will act as a word of mouth publicity regarding the product.- As detailed in the observations, a discount provided on the product on periodic basis as well as highlighting these offers through the ads would prove to bountiful to the brand considering the high interest in discount offers and such by the respondents. - The branch should curtail its marketing gimmicks through magazines and other such publications and should channel that energy into Social Media and TV. Since this product primarily concerns men, TV and Social Media are the best medium to reach out to the customer and highlight the benefits.- Lastly, as many respondent stated about the quality of the products conveyed through the ads, it would be pertinent to note that the quality of the ads must also be enhanced so as to give the correct projection/impression regarding the brand. This may be carried out through the use of enhanced camera work, print designs, enhanced background narrations, clear graphics, etc.

6.3 Future Scope of the Study

Every research gives way to new topics, new avenues and new concepts to further research upon. Through the execution of this research, there have been many other questions that have arisen and that could prove to be more interesting and bountiful research studies. Some of them have been elucidated below:1 ) This study gave a fundamental analysis of the customer buying behaviour with respect to the segregated age criteria. However, further studies can be conducted in areas pertaining to customer reviews with special reference to respondent above the age of 60 for Mens cosmetic products

2 ) The effect of social media marketing on Emami is an area of research that has massive scope. As mentioned before, Social media is the trending form of mass communication that allows the brand to provide a personal touch to the final end user.

3 ) A feasibility study on the whether a new marketing strategy can be implemented annually or half yearly can be conducted. As seen through this study, many respondents had opted that they wish to see a fresh marketing gimmick every six months/annually. Thus, a feasibility study can be done in this regard so as to adjudge whether this observation can be taken up or not.

4 ) A study can be done regarding the introduction of different segment for Emami, ie, the purely natural Ayurvedic range of products. Since respondents nowadays are looking for options that come straight out of nature, it would be viable for Emami to delve into Ayurvedic products after reasonable studies and research. By doing so, the brand can create a whole new fresh image regarding itself in the market and also try to capture a larger market share than the existing

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Appendix I - Research QuestionnaireQuestionnaire:1) Do the advertisements of goods in the FMCG Sector attract your attention more than the other products?( ) Agree ( ) Strongly Agree ( ) Neutral ( ) Disagree ( ) Strongly Disagree2) How often have you come across the ad for Emami Fair and handsome cream (Visual or print) for men over the past one week ?( ) Four times ( ) Two times ( )One time ( ) Cannot recollect ( ) Havent seen any ad of this product yet.

3)Have you obtained a fairly decent picture of the features of the product from the ad?( ) Agree ( ) Strongly Agree ( ) Neutral ( ) Disagree ( ) Strongly Disagree4)Did you feel that the product had any exclusive features apart from other mens cosmetic products?-( ) Agree ( ) Strongly Agree ( ) Neutral ( ) Disagree ( ) Strongly Disagree5)Do you pay special attention to ads pertaining to Mens Cosmetic products?( ) Agree ( ) Strongly Agree ( ) Neutral ( ) Disagree ( ) Strongly Disagree6)Was there clarity and transparency of information in the advertisement campaign?( ) Agree ( ) Strongly Agree ( ) Neutral ( ) Disagree ( ) Strongly Disagree7)On a first hand basis what is the opinion you had when you watched the ad for the very first time? A-Influential B-Truthful C-Vague information / Misleading D-Sensible / Believable E-Not interested 8) In your opinion, which media platform would grab your attention the most for cosmetic advertising? A-TV ad B-Radio C-Internet D-Magazine E-Outdoor billboard F-Newspaper 9) Having seen the advertisement, are you more likely now to purchase the product offered? ( ) Agree ( ) Strongly Agree ( ) Neutral ( ) Disagree ( ) Strongly Disagree10) On watching the ad, what is the initial impression you obtained regarding the Quality of the product :-A) A high quality product/ high end product- B) A sub-par quality product- C) Quality cannot be deemed.11) If the product was endorsed by a famous male celebrity, would it have influenced your buying decision?( ) Agree ( ) Strongly Agree ( ) Neutral ( ) Disagree ( ) Strongly Disagree

12) If certain offers/ discounts are announced through the ads, would there be an inclination to purchase the product:- ( ) Agree ( ) Depends on the offer ( ) Disagree 13) Before the ads were released in visual and print media, were you aware regarding the existence of such a brand:- ( ) Yes ( ) No14) If you have used the product, do you feel it lives up to the promises/ features made in the ad :( ) Agree ( ) Strongly Agree ( ) Have not used the product till date ( ) Disagree ( ) Strongly Disagree15) How often/ at what periodicity do you feel that the firm has to come up with a different /alternative marketing strategy or ad?( ) Every 3 months ( )Every 6 months ( ) Annually ( ) Every 2 years16) Would you like to see similar ads in the future?( ) Agree ( ) Strongly Agree ( ) Neutral ( ) Disagree ( ) Strongly Disagree17) Are there any comments/suggestions that you would like to share so as to improve the quality of the print media / visual media ads of Emami fair and handsome?..18) Were there any features / elements in the ad campaign that made it feel distinctive?

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