project report on perception

Chapter 1Introduction1.1 Introduction to the topic1.1.1. Consumer PerceptionCustomer perception is defined as the way that customers usually view or feel about certain services and products. It can also be related to customer satisfaction which is the expectation of the customer towards the products. Perception is the organization, identification, and interpretation of sensory information in order to represent and understand the environment. All perception involves signals in the nervous system, which in turn result from physical or chemical stimulation of the sense organs. For example, vision involves light striking the retina of the eye, smell is mediated by odor molecules, and hearing involves pressure waves. Perception is not the passive receipt of these signals, but is shaped by learning, memory, expectation, and attention. Perception involves these "top-down" effects as well as the "bottom-up" process of processing sensory input. The "bottom-up" processing transforms low-level information to higher-level information (e.g., extracts shapes for object recognition). The "top-down" processing refers to a person's concept and expectations (knowledge), and selective mechanisms (attention) that influence perception. Perception depends on complex functions of the nervous system, but subjectively seems mostly effortless because this processing happens outside conscious awareness.1.1.2 Sales Promotion Sales promotion is one of the five aspects of the promotional mix. (The other 4 parts of the promotional mix are advertising, personal selling, direct marketing and publicity/ [public relations]. Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include contests, coupons, freebies, loss leaders, point of purchase displays, premiums, prizes, product samples, and rebatesSales promotions can be directed at the customer, sales staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions. Some sale promotions, particularly ones with unusual methods, are considered gimmicks by many.Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes.Sales promotion is needed to attract new customers, to hold present customers, to counteract competition, and to take advantage of opportunities that are revealed by market research. It is made up of activities, both outside and inside activities, to enhance company sales. Outside sales promotion activities include advertising, publicity, public relations activities, and special sales events. Inside sales promotion activities includes window displays, product and promotional material display and promotional programs such as premium awards and contests.1.1.3 Shoppers StopShoppers Stop is an Indian department store chain promoted by the K Raheja Corp Group (Chandru L Raheja Group), started in the year 1991 with its first store in Andheri, Mumbai[2] Shoppers Stop Ltd has been awarded "the Hall of Fame" and won "the Emerging Market Retailer of the Year Award", by World Retail Congress at Barcelona, on April 10, 2008.[3] Shoppers Stop is listed on the BSE.[4] In 2013, Shoppers Stop has 61 stores in India. Shoppers Stop retails products of domestic and international brands such as Louis Philippe, Pepe, Arrow, BIBA, Gini & Jony, Carbon, Corelle, Magppie, Nike, Reebok, LEGO, and Mattel. Shoppers Stop retails merchandise under its own labels, such as STOP, Kashish, LIFE and Vettorio Fratini, Elliza Donatein, Acropolis etc. The company also licensees for Austin Reed (London), an international brand, whos men's and women's outerwear are retailed in India exclusively through the chain. In October 2009, Shoppers Stop has bought the license for merchandising Zoozoo the brand mascot for Vodafone India.

1.2 Introduction to Industry Retail industry is an industry in which sale of goods and services from individuals or businesses to the end-user are conducted. Retailers are part of an integrated system called the supply chain. A retailer is an individual or group of individuals who buy goods in large quantities from manufacturers directly or through a wholesale, and then sell them into smaller quantities to the consumer for a profit. Retailing also includes services, such as delivery. The term "retailer" is also applied where a service provider services the needs of a large number of individuals, such as for the public. Shops may be on residential streets, streets with few or no houses or in a shopping mall. Shopping streets may be for pedestrians only. Sometimes a shopping street has a partial or full roof to protect customers from precipitation. Online retailing, a type of electronic commerce used for business-to-consumer (B2C) transactions and mail order, are forms of non-shop retailing.Retailing can be done in either fixed locations like stores or markets, door-to-door or by delivery. In the 2000s, an increasing amount of retailing is done using online websites, electronic payment, and then delivered via a courier or via other services.1.2.1 Types of Retail Products Retail is usually classified by type of products as follows:- Food Products- require cold storage facilities. Hard Goods or Durable goods- appliances, electronics, furniture, sporting goods, etc. Goods that do not quickly wear out and provide utility over time. Soft goods or consumables clothing, apparel, and other fabrics. Goods that are consumed after one use or have a limited period (typically under three years) in which you may use them.1.2.2 Top Retail Companies in India Aditya Birla Retail Ltd. ITC Ltd. Lifestyle McDonalds India Shoppers Stop Reliance Retail1.3 Objectives of the Study 1.3.1 Primary Objective The main purpose of this research is to gain the effects of promotional program on consumers perception with special reference to the promotional programs of Shoppers Stop and to assimilate how it affects on consumers buying decision. This research also helps to understand how successfully they could carry out certain schemes and how far it could gain the consumers attention.1.3.2 Secondary Objective Following are some of the secondary objectives for which the research is carried out. To study about consumers attitude towards sales promotion of Shoppers Stop To evaluate the effectiveness of sales promotion schemes. To study about the suitability of offers in each departments To find the customer loyalty to the sales promotion programs of Shoppers Stop. To find out the best communication channel for promotion. To find out the effects of sales promotion on consumer perception To find out the awareness level of the consumers with concern to various sales promotions of Shoppers Stop. To find out the effects of sales promotion on buying decision.

The study provides a vital solution to number issues that are prevailing in the area of sales promotion also provides some solutions to the promotional activities of Shoppers Stop. At the end of this research one could be able to frame a better sales promotion scheme that deliver better results by taking in to consideration all the elements of marketing mix and how it can be implemented in such a way that to gain optimum consumer perception.1.4 Scope of the StudyThe scope of this particular research is based on the evaluation of the sales promotional activities operated in a single Shoppers Stop Retail unit which is limited to the area of MBD Neopolis Mall, Jalandhar. The study helps to understand the effects of sales promotion in the consumers perception and how much the sales promotion activities can influence the customer in their buying decision. It helps us in gaining independent knowledge about consumer perception toward sales promotion It helps in evaluating the effects of sales promotional activities. It can provide prospective information to potential customers.

1.5 Need of the StudyThe following are the reasons to know the need of this research: To know the techniques used by shoppers stop to attract the customers. How Shoppers Stop hold their present customers. To identify a specific marketing need that can be addressed most effectively by promotional activity. What factors are considered by the customers while buying retail products? How advertisement affect the buying behavior of a customer. Does celebrity endorsement help in positive buying behavior of a customer?1.6 Limitations of the study While conducting the research, there were many problems faced by us. Following are few limitations which occurred during our research. Customers do not like to get disturbed when they are on a shopping spree. Therefore filling up of forms was a time taking process. Customers who are old dont show interest in filling up the survey forms. One of the biggest drawbacks of relying too heavily on consumer buying behavior is that consumers rarely apply the same steps in the same way for every product and service purchase. This makes it more difficult for marketers trying to stimulate a need or to offer messages that enhance the likelihood of a purchase for their brand. Thus, most companies have to perform more research into their particular market segments and how they approach their brand. Consumers sometimes are much less involved in a purchase decision. For instance, someone buying shirt is generally less involved in the purchase than someone buying a car or television. Thus, the ability of marketers to affect consumers by analyzing buyer behavior is limited. Consumers that are less involved spend less time seeking or viewing information about the purchase.

Chapter 2Literature Review2. Review of Literature

This part of our study explains certain literature facts and theories about Consumer perception towards sales promotion and the characteristics of consumer perception in retail sector. Why understanding consumer perception is so significant that it gives the marketer an insight into the consumers purchasing decisions, what they buy, why they buy, how they buy. It also helps to find out how individuals act in certain consumption related ways; the eternal and external factors impel them to make certain decisions.

2.1 Consumer Perception- Definition

Consumer perception is a marketing concept that encompasses a customer's impression, awareness and/or consciousness about a company or its offerings. Customer perception is typically affected by advertising, reviews, public relations, social media, personal experiences and other channels.

2.2 Importance of Consumer PerceptionConsumer perceptions can determine the success or failure of a business. For example, if a certain restaurant has a reputation as being the best pizza place in town, the general consumer perception in the town might be that you should to go the restaurant if you want a good pizza. This sentiment could strongly influence the pizza shop's ability to make profit. On the other hand, if consumers have negative views about company it could seriously hamper revenue success. For instance, if a hardware store becomes known for cheap, shoddy products, consumers might avoid purchasing its goods unless they cannot afford higher quality goods. Marketing -Marketing describes how a company chooses what types of products and services to offer and how it distributes, prices and promotes those products and services. Consumer perceptions often determine the types of products and services companies offer. For example, if consumers expect to be able to eat for $5 at a fast food restaurant, restaurants might be compelled to offer products that are profitable at a price of $5 or less. Businesses create advertisements to make consumers aware of their products and services and influence how consumers perceive those products and services. Branding - A trademark is a name, phrase, symbol or combination of words and symbols that a company uses to distinguish its identity or brand or its products from others. Businesses spend large amounts of resources to build up brand name recognition and to get consumers to associate certain positive qualities with their brands. Consumers may be more trusting of more recognizable brands, which can influence buying behavior. Considerations- Businesses often conduct market research to gain insight into consumer perceptions and preferences. Understanding how and why consumers make the choices they do are integral to providing products and services that will be in demand and promoting those products and services effectively.

2.3 Factors Influencing Consumer PerceptionThere are both internal and external factors that affect the ways in which consumers act. The internal factors are interest, attitude, opinion, outlook etc. The external factors are society, culture peer, family (wells, 1975). Individuals use certain goods and practices in a number of ways firstly they use the goods as materials with which to create foster and develop their identity (Elliot and Wattanasuwan, 1998). Here the symbolic meaning of goods is used as an outward expression of their self concept and connection to society. Certain recent research found that consumers develop a sense of who they are over time, through a long, continues process of self examination and observation.The study of consumer behaviour includes a broad range of topics and activities, it is concerned with understanding of individuals purchase and consumption activities and how individual consumers are acquiring information and the way they process the information into a purchasing decision. Solomon and Stuart (2000) explains the consumer buying behaviour as the process individuals or groups go through to select, purchase, or use goods, services, ideas, or experience to satisfy their needs and desires also emphasized by Kotler and Amstrong (2000).The consumer decision making process can be explained in the following diagram. These are some of the highly significant factors that affects and influence the consumer in making a buying decision.2.4 Factors influencing the buying decision There are several factors that affect the consumer behaviour in their buying decisions. A mix of cultural, social, psychological and personal factors is the main factors that influence the consumer. Following diagram shows several factors and the process by which it influences the consumer in making their buying decision.In this study we are going to concentrate and explain how the Marketing activity, Promotion (the marketing activity of Shoppers Stop as a case to explain) the external factor influences the internal factor (Perception) in the process of making a buying decision by a consumer.2.5 Role of marketing activities in retail industryGaining consumer attention is the main factor that determines at the point of purchase. Hence the main objective of marketing in retail industry is optimum utilization of available resources to attract and increase the sales and in-store footfalls. Marketing activities are so significant and an important determinant of purchase behaviour. An important, part of purchase decisions is still being made at the point-of-sale (Inman and Winer, 1999). Therefore effective and impressive marketing activity in the form of sales promotion can play a major role in attracting and attaining the positive perception of consumers. Manufactures along with retailers are still very keen in undertaking short term sales promotional activities, more than 75% of their marketing communication budget is allocated to these short term activities (Tenser,1996).2.6 Promotion and Perception In this research researcher is going to explain in detail on one marketing activity which is Promotion (sales) (the external factor influencing the buying decision) and how does it influence the internal factor Perception while making a buying decision.It is widely accepted that the Consumer behaviour and buying decision is always preceded by a decision process. Various researchers have also proved that it is highly influential. Consumer perception of price, quality, and value of the products are found to be the basic determinants of buying behaviour. Effective use of sales promotional tools can influence the consumers buying behaviour in favour of a particular brand or product. For example when using price as a tool for promotion the perceived price is the actual price that a consumer places on a product that which the retailer offers, and through effective sales promotion tools one can offer something more which the consumer think that it is worth enough, but which cost a little and there by driving the consumer into buying. PRICE is one the indicators used by the consumers to assess the quality of a particular product. Consumers always have an acceptable price range with upper and lower limits. When the price is beyond the upper limit the product is seen as too expensive and when its too low the buyer may suspects the quality of the good and avoids it.

2.7 Sales Promotion Definition Sales promotion is any activity designed to boost the sales of a product or service. It may include; advertising campaigns, increased Public Relations activity, setting up competitions with attractive prizes, free-sample campaign, offering free gifts or trading stamps, temporary price reductions, demonstrations or exhibitions, door-to-door calling, telemarketing, personal letters or other methods.

2.8 Objectives of sales promotionThe following are the most widely accepted objectives of sales promotion these objectives are often used to justify the use of sales promotion.1. Obtaining product trial: - Making consumer try a particular product or services is so significant to marketing strategies; it can be an introduction of new product or reaching new customers.2. Encouraging repeat usage:-Once a customer tried the product it is necessary to retain the customer to buy the product again and again hence it is necessary to give additional incentives to keep the competitors from winning the consumers back after the successful trial.

2.9 Importance of sales promotionThe global market today is highly competitive, in order to sustain in this tough atmosphere companies are making use of all possible efforts to increase the sales. Certain incentive is being offered to customers to generate sale of a particular product lets see the merits and demerits of sales promotion from the producers and consumers and point of view. 2.10 Disadvantages of sales promotion.Following are some the disadvantages of sales promotion1. Sales promotion is effective only for short term purposes.2. Hidden costs.3. Adverse effects on the brand loyalty of the products when offered huge price discounts.4. Some of the sales promotion strategies are highly expensive to implement.5. Difficulty in managing and monitoring.2.11 Sales Promotion in Retail IndustryPromotion programmes related to consumer purchase decision and what the strategies adopted by the retail chains. Most observers feel that dealing activities do not build long term consumer loyalty. The indifference service offered by the retail chains or hyper market may be perceived positively by a certain set of consumers due to the opportunity it provides them to look at the products at leisure. Retailers design the retail marketing mix to ensure patronizing the retail store or format by the target segment or to attract new customers. It is found that the top 25 retailers accounted for over half of all UK advertising. The attractive sales promotion offers may or may not be effective concerning the customers.The main objective of retail sales promotion is to pull the crowd and to increase the number of foot falls in to a particular store. Therefore the retail advertising tends to emphasize some significant motives such as the price, the hours of operation, the store atmosphere, Various value added services, the retailers are very much concerned about building the store traffic so their promotional activities are of direct and immediate action such as advertisement published to produce immediate store traffic and sales. In India the use of sales promotional tools has been increasing significantly over the years. The sales promotional activities has got a very high impact on the behaviour of consumers towards the price perceptions, choice of brand, brand equity, brand perception, brand switching behaviour so on. The main objective of consumer promotion is to draw out a direct impact on the purchase behaviour of the firms customers. Sales promotions normally give positive sales results for short term period. Where as price promotions consistently reported to have high sales effects and high price elasticity for brands in the promotion campaign. Various studies proved that price promotion often facilitates brand substitution with the product category .Price promotion often affects cumulative sales, and also affects stock piling and purchase acceleration. Various studies proved that among the various elements of marketing mix sales promotional activities have long term influence on the brand equity.This explains various facts regarding the sales promotional activities in the retail industry. It is found that almost all the retailers are doing some sorts of sales promotion at any level. And most of the retail sales promotions are supported by the manufacturer. The important features of retail sales promotion is that the success is depended totally on the co-operation of both manufacturer and the retailer.

Various factors influencing Promotion and perception

Communication is the Basic tools used to gain consumer attention through promotions .The organisations main communication objectives are commonly known as Promotional Mix. An ideal promotional strategy consists of Advertising, sales promotion, personal selling, public relations in order to communicate with their present and potential consumers (Kotler, 1994). Promotion also can be defined in the following manner.Promotion is the communication methods used to achieve a firms promotional objectives From promotion point of view communication can be classified in to two1. Non controllable communication2. Controllable communication

The importance of communication can be seen in detail when we analyse the promotion mix. The main objective of promotion tool is to move the demand curve upward and to the right by utilising some or all of the element of promotion mix (Ward and Hill, 1991) Following are the elements of promotion mix. from the following diagram we could see the all the elements of promotion mix are situated around the main core aspect which is communication.

Elements of Promotion Mixhttp://www.davedolak.com/graphix/promix.gifAdvertising:- Advertising is defined as any paid form of non personal communication about an organisation, product, service or idea by an identified sponsor(Advertising and promotion; 4th edition;pp14;george E .Belch,Michael A.Belch)The main means of advertising are TV, Radio, magazines, and news papers. This is a very significant promotional tool used by various companies to reach the mass consumer markets.Direct marketing:- is a tool by which companies communicate directly to their target consumers Eg; using direct sales force.

Sales promotion:-Which is generally defined and those marketing activities that provide additional value or incentive to the sales force. There are two types of sales promotions. Consumer oriented such as coupons, rebates, contests etc. Trade oriented where the sales intermediaries are targeted such as wholesalers, distributors and retailers

Publicity:- This refers to the non personal communication of an organisation paid for or run under a sponsor ships such as news story, announcements, editorial article etc.

Pubic Relations:- Public relation is defined as the management function which evaluates the public attitudes , identifies the policies and procedures of public interest and executing an action to gain public understanding or acceptancePersonal selling:- this is basically person to person communication in which a person try to assist or persuade a prospective buyer to buy a particular product or services or to act on a particular idea.

When we analyse the marketing mix of Shopers stop we can see that it has paid better attention to gain all positive perception of all its customers to get better results. Here the link between all the aspects of the factors which influence the consumers buying decision are well linked and co-ordinated and this is the reasons for Shopers stop success. Following are the different elements of retail marketing mix of Shopers Stop.1. Merchandising assortment2. location3. price4. visual merchandising5. store atmosphere6. customer service7. advertising8. promotion selling

Chapter 3Research Methodology3.1 Introduction

This chapter explains the various methods of collecting information. It is significant that proper research methodology results in efficient and reliable results. Hence it is highly significant that planned structured and systematic approach is so vital. Therefore the overall approaches and strategies are explained in the beginning with rationale where appropriate. The primary and secondary usage, various datas that are used for the study are presented such as qualitative and quantitative information.

3.2 Definition Research is defined as a process of enquiry and investigation (Jill Collis and Roger Hussey, business research, 2nd Ed, 2003, pp1) The systematic investigation into and study of materials and sources in order to establish facts and reach new conclusions.3.3 Purpose of ResearchCarrying out research allows you to apply theory to and or analyze a real problem or to explore and analyze more general issues. It also enables you to apply research procedures in order to illuminate the problem or to generate solutions. The purpose of research is as follows.1. To review and synthesize existing knowledge2. to investigate some existing situation or problem3. to provide solution to a problem4. to explore and analyze more general issues 5. to construct or create a new procedure or system 6. to explain a new phenomenon7. to generate new knowledge

3.4 The Research Approach Here it explains various theories that are used in connection with drawing conclusions and this process are further divided in to two types that are deductive approach and Inductive approach.In deductive approach literature is used to set theories or hypotheses and that are tested with empirical observation, conclusions are drawn through logical reasoning deduced from hypothesis set on the other hand inductive research approach theories are developed from general conclusions of empirical observation.As per deductive approach, the conclusions drawn might not be true in the real situation to eliminate invalid findings it is important to put emphasis on the development of hypothesis and how to design appropriate research strategy to test that hypothesis. Both these approaches are the part of research process. Here the researcher is making use of Inductive approach because this study deals with behaviour and perception these two facts are highly dynamic in nature hence more flexible structure can adopt changes as the research progresses.In this study the main objective is to investigate consumers and perception towards the sales promotional activities of Shoppers stop from a normal market.3.5 Types of Research

Researches can be classified into various types on the basis of its purpose. Following are the various types of research.1. Exploratory research- this research is conducted where there are very few or no earlier studies. The main aim of this type of research is to look for patterns or hypothesis rather than testing or confirming a hypothesis.2. Descriptive research- here it describes the phenomenon as they exist. It is used to identify and obtain information on the characteristics of a particular problem or issue. The data collected is often quantitative and statistical tools are used to summarize the information.3. Analytical or explanatory research- here the researcher goes further more from the descriptive research to analyzing and explaining why or how it is happening.4. Predictive research- Here the researcher goes even further more than explanatory research. The latter establishes the explanation for what is happening in particular situation. It aims to generalize from the analysis by predicting certain phenomena on the basis of hypothesized, general relationships.

3.6 The Research Strategy- Survey StrategySurvey strategy is the most common method used for data collection. By filling questionnaires or structured interview using two or more variables will be processed to conclude a certain pattern of association. In this research the qualitative information is collected by using questionnaire. 3.7 Reasons for using this Method The respondents were the customers of Shoppers Stop. Most of them were busy with shopping and other activities in the MBD Neopolis Mall, Jalandhar. Since the respondents are seen busy and this method ensure better participation.3.8 Purpose The main purpose of questionnaire was to collect quantitative data about the consumer perception on sales promotional activities of Shoppers stop.3.9 Sample Size For this study a sample size of 200, completed questionnaires were used to study including both male and female respondents.3.10 Questionnaire Design 13 different categories of questions were used to collect the both attribute and behavior data.3.11 Time Horizon Time horizon means the time limit to finish the research. This can be divided in to two types on the basis of the time stipulation which are cross-sectional longitudinal. The first one deals with quantitative and qualitative collection of data and analysis in a given time and the second one investigates the changes over a period of time.And in this research the researcher has followed cross sectional time horizons to complete the work at a specific point of time.3.12 Data Analysis The collected data through questionnaires were analysed and interpreted. All available tools like computer to make the research more effective and accurate and also to reduce the time factor. In this research the collected data are presented explained by using various bar charts and other diagramData collection method

The researcher collects all the required data through various methods and the collected data can be classified in to types called primary and secondary data. Primary data is the new first hand data collected by the researcher and this data can be collected from observation, questionnaires and by interviews and secondary data are those data which are already in existence it can be found from any sources. Saunders , Lewis, and Thornhill ,(2003)

Observation:- this is a way collecting data by observing and nothing or recording the research objects behaviour Saunders , Lewis, and Thornhill ,2003.

Questionnaire:- is the other method used to collect data by requesting the respondents to fill the questions in predetermined manner Saunders , Lewis, and Thornhill ,2003.

Interview:- This method can be described as the purposeful discussion between two or more people Saunders , Lewis, and Thornhill ,(2003). There are mainly three types of interviews such as structured, semi-structured, unstructured interviews. In structured format interview is conducted on the basis of predetermined questions. Here the interviewer will use questions on the basis of situation. The last one is conducted informally and loosely with multiple objectives and with our predetermined questions. Mark Saunders, Philip Lewis, Adrian Thornhill (2000)

Here in this research the researcher uses the structured interview format to collect the data based on the response from the local consumers of Bigbazaar. The secondary data is collected from various sources to know about various sales promotional activities prevailing in the retail industry in India and the end customer response to such activities.

Data analysis

The collected data through questionnaires were analysed and interpreted. The researcher has made use of all available tools like computer to make the research more effective and accurate and also to reduce the time factor. In this research the collected data are presented and explained by using various bar charts and other diagrams to make the data more simple understandable. (Bell, 1999) while explaining the collected data the research questions were at high priority consideration and the important informations were noted and interpreted and the researcher tried his best to avoid bias.

Ethical issues

Through out this research the researcher has kept in his mind all the ethical issues. Since it does not have any volatile issues the researcher has taken advice and permission from his supervisor before started collecting the data. And as per the supervisors advice, in this study only information is collected for the purpose of data analysis which does not mention the name of the respondents.

limitations.

This particular academic research is to be done in three months time, because of this time constraints limited resources were investigated. And the limited knowledge of the researcher in the field of presenting and analysing data also affects the over all outcome.

Other limitations. Since the study was conducted in a limited area there are chances of incorrect results. This study contain all the limitations of convenience sampling There exists probability of bias with regards to collection of data. Duration of the study was very less Majority of the respondents have less knowledge about the past offers.

DATA ANALYSIS AND INTERPRETATION

ANALYSIS OF CONSUMER SURVEY FOR SALES PROMOTIONIntroduction: This chapter deals with the analysis and interpretation of the collected primary data. The research is conducted to evaluate the consumer perception of various sales promotion offers with respect to m/s Big Bazaar, Bangalore with special reference to various promotion offers operated and introduced by them. Here the researcher has collected the data through questionnaire from 100 respondents chosen by the method of convenience sampling is analyzed here.

Profile of the Respondents:The personal detail of 200 respondents such as gender classification, age wise classification, location wise, income wise classification, their mother tongue, family size, occupation are shown below:Gender: Out of 200 respondents there were 146 males and 54 female respondents.AgeThe age profile of the respondents are tabulated in table number 5.1Profile related with ageAgeno of respondents% level

Under -217638

21 -309346.5

31-402010

Above 4094.5

Income group

Profile related with incomeIncome per monthNo. of respondents% Level

Below 100008844

10001-200002512.5

20001-30000136.5

30001-400003417

Above 400004020

Total200100

Source: primary data

In the above chart of income level of the respondents shows that 44% of the respondents have the income status below10,000 P/M12.5% of the respondent falls in between the category of 10,000 to 20,000 P/M6.5% of the respondents falls in between the category of 20,000 to 30,000 P/M 17% of the respondents falls in between the category of 30,000 to 40,00020% of the respondents falls in between the category of 40,000&abov Table 1.1Strongly agreeAgreeNeither agree/nordisagreedisagreeStrongly disagree

I feel motivated to buy product after seeing advertisement4%14% 21%38% 22.5%

Figure 1.1In the above chart of answers of the respondents shows that 22.5% of the respondents are Strongly agree from the above statement.38% of the respondents are Agree from the above statement.21% of the respondents are Neither agee / nor disagree from the statement14.5% of the respondents are disagree from the above statement.4% of the respondents Strongly disagree from the above statement This chart explains that how the behaviour of the customer effects from the mean of advertisement. And mostly the customers have the positive attitude towards advertisement. Therefore 38% of all the respondents agree that advertisement motivates them to buy more.Table 1.2Strongly agreeAgreeNeither agree/nordisagreedisagreeStrongly disagree

Celebrity endorsement affect my buying behavior14.5%28% 26%23.5% 8%

Figure 1.2In the above chart of answers of the respondents shows that14.5% of the respondents are Strongly agree from the above statement.28% of the respondents are Agree from the above statement.26% of the respondents are Neither agee / nor disagree from the statement23.5% of the respondents are disagree from the above statement.8% of the respondents Strongly disagree from the above statementFrom the above chart we get to know that celebtrity endorsement doest not affect much the buying behavior of the customer. As shown that 23.5 % disgree , 26 are neutral n the highest 28% says that yes endorsement affect the behavour of buying the products.

Table 1.3Strongly agreeAgreeNeither agree/nordisagreedisagreeStrongly disagree

I do not make purchase decision based on advertisment17%36% 20%25.5% 1.5%

Figure 1.3In the above chart of answers of the respondents shows that 17% of the respondents are Strongly agree from the above statement.36% of the respondents are Agree from the above statement.20% of the respondents are Neither agee / nor disagree from the statement23.5% of the respondents are disagree from the above statement.1.5% of the respondents Strongly disagree from the above statementFrom the above chart the maximum number of the respondent says that the advertisment do not make much change in the purchase decision of them.


vertual advertisment affect my buying behavior16.5%39% 24.5%18% 2%

Figure 1.4

In the above chart of answers of the respondents shows that 16.5% of the respondents are Strongly agree from the above statement.39% of the respondents are Agree from the above statement.24.5% of the respondents are Neither agee / nor disagree from the statement18% of the respondents are disagree from the above statement.2% of the respondents Strongly disagree from the above statement Here from the above chart we get to know that the vertual advertisment affects the buying behaviour of the customers and 39% who are the maximum number of the respondent do agree with this above statement.


I am motivated to purchase that product which is endorsed by my favaurate cricketer or acter15.5%29.5% 19%26% 10%

Figure 1.5In the above chart of answers of the respondents shows that15.5% of the respondents are Strongly agree from the above statement29.5% of the respondents are Agree from the above statement.19% of the respondents are Neither agee / nor disagree from the statement26% of the respondents are disagree from the above statement.10% of the respondents Strongly disagree from the above statementHere from the above chart. It explains that the maximum number of respondent do agree with the factor the affects the buying behaviour of the customers from the endorsement of the favauate cricketer of acter.


I go to shoping when they provide discount on purchases18.5%44% 15.5%18% 4%

Figure 1.6In the above chart of answers of the respondents shows that 18.5% of the respondents are Strongly agree from the above statement 44% of the respondents are Agree from the above statement.15.5% of the respondents are Neither agee / nor disagree from the statement18% of the respondents are disagree from the above statement.4% of the respondents Strongly disagree from the above statement.


I normally do not buy from those retail outlet who do not provide discount & offers11.5%27% 27.5%30% 4%

Figure 1.7In the above chart of answers of the respondents shows that 11.5% of the respondents are Strongly agree from the above statement27% of the respondents are Agree from the above statement.27.5% of the respondents are Neither agee / nor disagree from the statement30% of the respondents are disagree from the above statement.4% of the respondents Strongly disagree from the above statementIn this case we find a similar result for 3 category as highest (30%) of respondent disagree, 27% are neutra & 27% agree with the statement.


8 I offen buy things sponteneously after seeing some offers19.5%32% 25.5%17% 6%

Figure 1.8In the above chart of answers of the respondents shows that 19.5% of the respondents are Strongly agree from the above statement.32% of the respondents are Agree from the above statement.25.5% of the respondents are Neither agee / nor disagree from the statement. 17% of the respondents are disagree from the above statement6% of the respondents Strongly disagree from the above statement


I like to shop online in e-commerce website who provide good offer/ discount23.5%29.5% 21.5%14% 11.5%

Figure 1.9In the above chart of answers of the respondents shows that 13.5% of the respondents are Strongly agree from the above statement.29.5% of the respondents are Agree from the above statement.21.5% of the respondents are Neither agee / nor disagree from the statement14% of the respondents are disagree from the above statement.11.5% of the respondents Strongly disagree from the above statement


price comes before quality17.5%17% 24%20.5% 21%

Figure 1.10In the above chart of answers of the respondents shows that 17.5% of the respondents are Strongly agree from the above statement.17% of the respondents are Agree from the above statement.24% of the respondents are Neither agee / nor disagree from the statement20.5% of the respondents are disagree from the above statement.21% of the respondents Strongly disagree from the above statement


I feel privileged I get special attention from stores & comapan's24.5%37% 17.5%15.5% 5.5%

Figure 1.11In the above chart of answers of the respondents shows that 24.5% of the respondents are Strongly agree from the above statement.37% of the respondents are Agree from the above statement.17.5% of the respondents are Neither agee / nor disagree from the statement15.5% of the respondents are disagree from the above statement.5.5% of the respondents Strongly disagree from the above statement


I like to get special offers, discounts through SMS $ MAIL's18%31.5% 22.5%19.5% 8.5%

Figure 1.12In the above chart of answers of the respondents shows that 18% of the respondents are Strongly agree from the above statement.31.5% of the respondents are Agree from the above statement.22.5% of the respondents are Neither agee / nor disagree from the statement19.5% of the respondents are disagree from the above statement.8.5% of the respondents Strongly disagree from the above statement


Sale of clearing sale encourages me for shoping19%32% 21%18.5% 9.5%

Figure 1.13

In the above chart of answers of the respondents shows that 19% of the respondents are Strongly agree from the above statement.32% of the respondents are Agree from the above statement.21% of the respondents are Neither agee / nor disagree from the statement18.5% of the respondents are disagree from the above statement.9.5% of the respondents Strongly disagree from the above statement

http://www.statisticshowto.com/wp-content/uploads/2009/11/pearsons.gif

XX*X*XYY*2Y*YXY

58166440163225680128

42958841116479422091881363

3428417641265210427041562184

27615257761525611231361124256

145902025452658841291305

5(9236) (200) (200) 5(400) (10470) (5(400)-9146 ) 6180 60526620 6180 7779 = 0.79 As per the above Correlation Advertising and Celebrity endorsement is positively correlated. So it means that customers who has been motivaed by advertisement has also motivated by looking at celebrity.