MANAGEMENT RESEARCH

PROJECT
ON

A STUDY ON THE EVOLVING

MEDIA IN FMCG OWING TO
CHANGING RELATIONSHIPS
BETWEEN CONSUMER AND
BRAND
 TABLE OF CONTENTS

CH # Pg no.

1 Introduction

1.1 Introduction

1.2 FMCG : A definition

1.3 Internet : Relevance to FMCG

1.4 Relationship between consumer and Brand

1.5 Consumer Decision Process

1.6 Revolution In Internet Marketing

1.7 Internet Ad Market

1.8 Internet Advertising

1.9 Internet Marketing In India

2 Literature Review
3 Research Design

3.1 Statement of Problem

3.2 Objective of Study

3.3 Sampling Technique

3.4 Data Collection

3.5 Research Methodology

3.6 Limitations

4 Respondents’ profile
5 Analysis and Interpretation
6 Findings
7 Recommendations

8 Conclusion
9 Annexure
 INTRODUCTION
It is no longer new news that today’s media landscape is quite complex and changing at a
rapid pace. It is widely known and understood that consumers have more choice and
more control over what media they use, when and how.

And there is nothing new in the understanding that consumers can be less loyal and are
sampling a great number of the many options, be they product, brand or media offerings,
available to them today.

Unlike previous generations, the media behaviors, attitudes and relationships of Gen Y
are often different than previous generations and need to be considered differently in the
design of communications plans.

In a world where consumers continue to control more of the media experience, in terms
of content and context, understanding media consumption, relationships and pathways are
critical to surrounding the consumer with a relevant and lasting brand experience.
 By new media I am referring to a variety of primarily digital media offerings, ranging
from broadband internet access, to Bluetooth technologies, to TV on phone (a full
detailed list in Appendix 1).

The last decade has witnessed a boom in the quantity and variety of
marketing strategies and media outlets. The introduction of
guerrilla and viral marketing campaigns, as well as the development of
Internet social networking and blogging sites, has created a burgeoning landscape for
the purchase, sale and exchange of
products and ideas between companies and consumers, activists and citizens.

With the ever-increasing volume of marketing messages, diversity of

media channels, and
evolving media consumption habits,companies and organizations are faced
with new challenges in their attempts to make messages authentic and memorable.

In this study I have tried to understand the demographic differences in digital media
adoption, use and preference and in general media consumption habits among
audience members to better formulate the strategy that many media planners are choosing
by going for novel and unique media.

FMCG: a definition
• FMCG is an acronym for Fast Moving Consumer Goods.

• FMCG is a classification that refers to a wide range of frequently purchased consumer

products including: toiletries, soaps, cosmetics, teeth cleaning products, shaving products,
detergents, other non-durables such as glassware, bulbs, batteries, and plastic goods such
as buckets.

• ‘Fast Moving’ is in opposition to consumer durables such as kitchen appliances that are
generally replaced less than once a year. The category may include pharmaceuticals,
consumer electronics and packaged food products and drinks, although these are often
categorized separately.

• Three of the largest and most well known examples of FMCG companies are Nestlé,
Unilever and Procter & Gamble.
Defining FMCG’s in the 2000’s
Traditionally, FMCG has been a term synonymous with supermarket packaged goods.
These products typically attract high volume sales at a low dollar value.

However the definition of fast moving consumer goods may in fact be in need of revision
due to changing consumer buying patterns and the evolution of retailing.

Supermarkets are offering consumers the choice of hot foods ready to go, chilled meal
components and fully prepared meals. As the boundaries blur between retailers of
groceries, liquor, petrol and fast foods we are seeing the rise of retail outlets offering a
variety of products as never before, reflecting market forces in the deregulated market
environment.

Habitual buying behavior and low consumer involvement often present challenges to the
marketer of FMCG brands. Certain other sectors may have these factors in common.
Although fast food companies and oil companies offer a unique blend of products with an
important service component and are in complete control of the selling environment, it
could be argued that their brand management programmers are becoming very similar to
those of packaged grocery brands.

For the purpose of this research the boundaries of the definition of fast moving consumer
goods have been widened to include wine, beer, fast food and Oil Company brands as
well as the more conventional food and non-food packaged goods.

INTERNET: RELEVANCE TO FMCG

Literature searches reveal a number of electronic commerce success stories, notably in
book retailing and in the banking sector but there is a range of opinion on the usefulness
and impact of electronic commerce in the wider marketing environment.

Everyone can, and does, take part in Internet provided they have access to Internet.

It is emerging as a primary destination for information, entertainment and social

networking – particularly for the young with broadband playing a major catalyst.

This has led to shortening of adoption curve –and we have experts within a week.

The relevance to FMCG can be understood by the basic premise that a segment of the
customer base is spending time online performing a multitude of tasks for the obvious
benefits or functions of Internet which can be summed as –
Information

Entertainment

Leisure

Networking

Shopping

and Research

THE RELATIONSHIP BETWEEN CONSUMER AND BRAND HAS

CHANGED

Consumer habits are changing, brands must change with them.

Smart brands become a part of their lives, not just the shopping trolley – i.e. what brands
should aspire for.

Consumers want increasing control of the relationship talk to them, but only if they
invite you to.

The consumer is increasingly in control, and are becoming much more demanding.
 12 0 %
+5% + 5% In c r e a s e D u e t o
10 0 % + 8 % P o p u la tio n G r o w t h

80% -2 %
In c r e a s e D u e t o
TV Consumption Index

60% H o u s e h o ld T V
C o n s um ptio n
G r o w th
40%
B a s e li n e - T o d a y 's
20% T V C o n s u m p tio n
L e ss D V R U s a g e
0%
2 00 6 2 00 7 2 0 08 2 0 09 2 0 10 2 0 11

DVR : Digital Video Recorder

THE CONSUMER DECISION PROCESS AND SUPPORTING

COMMUNICATIONS
REVOLUTION IN INTERNET MARKETING TECHNOLOGIES

• Three broad impacts:

 Internet has broadened the scope of marketing communications

 Internet has increased the richness of marketing communications

 Internet has greatly expanded the information intensity of the marketplace

*These figures reflect media consumption for households.
 INTERNET AD MARKET SEGMENTS

 Net-surfers
 New internet users usually young, hop from site to site. Impulsive
decisions and buying right off the net.

 Net-buyers
 Spend a lot of time online as part of their business activity, usually at their
workplace. This forms 60% of internet user population in India.

 Net-consumers
 Users who access network from homes- families, offers opportunities to
retail, entertainment industry. 30% of internet users.

INTERNET ADVERTISING

Although Internet advertising has become a major new issue for marketers, retailing via
the Internet and business-to-business applications are considered to be the two main uses
of e-commerce.

Interactive marketing which utilizes the Internet, CD-ROMs or interactive television for
public relations, advertising, promotion and direct mail is unlikely to be appropriate for
every product and situation but does represent a new opportunity (Swinfen-Green,1996).

There is general agreement that new technology is revolutionizing the way business is
conducted although few businesses are showing leadership in using the Internet to
develop their business and create competitive advantage.
MODELS OF INTERNET ADVERTISING
1. Banners

2. Sponsored Contents

3. Screen savers and Push Broadcasting

4. Corporate Website

5. Interstitials

6. Superstitials

7. Opt-In’s ( direct e-mail marketing)

BANNER ADS
Banner ads were the first internet ads.

60% of e-marketing space (i.e. website content delivery) is occupied by advertising.

Majority of it is in form of banners.

Banners are small graphics link placed on a web page. They represent the purest
application of traditional advertising skills- persuasive enticement in a very small space:
full , half, vertical, button, micro, skyscraper banners.

Banner ads are precisely measurable by ‘click-through’ rates.

Click-through rates decline with no. of exposures- 1st exposure =3.6%, next two = 2.5%,
next 6 = 1%. Keep changing banners.

Banner space is less than 10% of screen space

“Frame” web page is subdivided into regions- like windows – with separate scrolling GIF
– animated graphics info format increases banner effectiveness by 25% .

“Talking Head” on the banner are offering answer to intriguing question like “Do you
know how….”.

Cross-linking of sites is common i.e.. two advertisers agree to carry each other’s banners

Trick banner: A banner ad that looks like a dialog box with buttons. It simulates an error
message or an alert.
SPONSORED CONTENT
It is of two types :

 Content co-branding - The sponsor’s message can be woven throughout

the content of a sponsored web page e.g. a sponsorship deal between a
golf equipment manufacturer and the website covering sports information.

 Microsite : It acts like a newspaper insert. Set of smaller pages. Also

called ‘cuckoos’ as they are like eggs placed in another bird’s nest.

SCREEN SAVERS & PUSH BROADCASTERS

 Screen savers usually capture passing attention.

 Push Broadcasters: User’s preference of being informed about changes

and updates to the material of their choice.

CORPORATE WEBSITE

 Present basic information registering the company, research papers, white

papers etc.

INTERSTITIALS (POP-UP)
They can be understood to be like in between like TV commercials.

 The display of a page of ads before the requested content.

 They appear in between screen activities like pushing a button, transition

of the screen and last for about 10 seconds like A mini commercial pop-up
after every 5-6 questions in an interactive game.
SUPERSTITIALS (POP-UNDER, RICH MEDIA AD)
 This does not interfere with the web site content loading. Once all content
has been loaded, and user is browsing, the superstitial is cached in the
browser’s cache in the background.

 These ads are played when the user decides to move to another page.

 The ad never competes for the bandwidth with the web content.

 The ad remains visible until the user closes it.

OPT-INS or E-MAIL MARKETING

 E-mail based ads when users specifically opt to receive ads i.e. Users
register for

 some services.

INTERNET ADVERTISING AND MARKETING IN INDIA

Key Facts :

60% of e-marketing space is occupied by advertising.

Global digital advertising market = $ 30 billion.

Interactive ads are 8% of media spend.

No. of SE advertisers = 6.5 lakhs.

India = Rs 500 crores with growth rate of 50%

Interactive ads are 1.5% of media spend

SE advertising = Rs. 236 cr.

SE advertisers = 41,000
MOBILE MARKETING IN INDIA

Key Facts :

Annual Revenues from Mobile Mktg., 2008 = Rs. 50 cr.

Est. 2013 = Rs 500 cr.

Mobile advertising = $3 billion*.

Table on the Ad Spend In India

MEDIUM SPEND (in Rs. crores) -

PRINT 7000

TV 6000

OUTDOOR 700

INTERNET 200

MOBILE 8

LITERATURE REVIEW
Several studies have been undertaken related to the topic of this research. A few
important ones which guided the course of this study are briefly described below :

ComScore's study (2002)i confirmed that online marketing can increase purchase
intent, brand awareness and advertising awareness among Consumer Packaged Goods
(CPG) consumers.
Performed in conjunction with Nestlé Purina PetCare Company, comScore's research was
based on a study of integrated online and offline behavioral data for a large sample of
opt-in consumers – a global panel of more than 1.5 million continuously measured, opt-in
Internet users.

The study was designed to address three core questions frequently raised by CPG
marketers in weighing the benefits of incorporating the Internet into their marketing mix:

• Do people that buy specific brands actually use those brands' Web sites?
• Should specific brands use the Internet as an advertising vehicle to reach their
core consumers?
• If online marketing is a smart investment for a brand, with which Web sites
should partnership and advertising dollars be invested?

The findings included:

• Web site succeeds in attracting consumers who buy products of that company.
Such consumers are almost 2/3 more likely than the average Internet user to go to
use the web site.
• The banner ads raised consumer awareness of the brand taking the brand to be
top-of-the mind.
• This exposure resulted in their likelihood of buying that brand better than those
who didn’t see the advertising.

Accenture Global Research and Insights (2004)ii released a report that

Consumers worldwide increasingly regard the traditional television set as just one option
for consuming video content as the boundaries among TV, mobile handsets and PCs blur
by the day.

As this shift in consumption behavior increases, massive change is underway. This will
ultimately transform the content production and distribution marketplace around the
globe. Advances in distribution technologies and devices is enabling new content
offerings, which is driving new consumption habits among consumers of all ages in all
geographies.

While all consumers are joining the move toward new modes of consuming content,
younger consumers are spearheading this shift, especially those under 25. These
consumers are more dissatisfied with current television options and more likely to watch
content on alternative devices, and more likely to prefer watching content on demand.

Deighton A. John (2007)iii examined the sense that erupted ten years ago, not
misplaced that the Internet was going to disrupt the settled practices of marketing. The
new marketing tools could be imagined as very powerful, very inexpensive, and very
responsive direct marketing tools but which would turn the slow, clumsy and artless
action-reaction sequence of then telephonic and envelope responses into many cycles of
deft action and reaction.

The questions they asked were - Where would the center of marketing power reside after
the Internet blossomed? Would the status quo survive, with power continuing to sit with
the producer as owner of brands, or did the Internet portend revolution, with devolution
of power to the channel, commoditization and diminution of the authority of brands?
‘Who owns the customer, brand or channel?’

They confirmed some of the emergent interactive forums over others from the
perspective of marketing. In particular, the most potent of the new media are those that
enable cultural exchange, media currently exemplified by the functionality of Youtube
and Facebook. What matters, this analysis concludes, is that the form of interactivity
most attractive to marketing is that which can facilitate peoples’ identity projects and
contribute to the collective making of meaning.
Jashen Chen (2008)iv proposes that five VEM elements have positive effects on both
the consumer’s browse and purchase intentions which will have a positive effect on
customer loyalty.

When the web site’s atmosphere appeals to the consumer’s senses, interaction, pleasure,
flow and community, positive attitudes toward the business and its products and services
will develop. Consequently, these positive attitudes increase his/her online browse and
purchase intentions, which lead to customer loyalty. The model proposes that three
moderating variables, economic and convenience (shopping) orientation and Internet
experience, enhance the effects of the VEM elements on browse and purchase intention.

(Lillian Clark)v, researched differences between online consumer from its terrestrial
counterpart studying parameters of technology adoption, convenience, empowerment and
market dynamics other than trust and loyalty.

Online consumer behavior could be best predicted by Internet self-efficacy, followed

by perceived financial benefits, previous adoption of telephone shopping, and
perceived convenience. For online consumers, factors such as lower search costs and
greater availability of information can increase the extent of searching done and the
amount of information gathered, allowing the online consumer to consider more
alternatives that their terrestrial counterpart.

(Advertising Perceptions)vi, a research firm which surveyed 25,000 people, looking

at a broad range of websites, TV networks and other media reported that consumers
expressed a stronger intent to buy a particular product after they had been exposed to ads
for it on more than one medium. Thus lending strong support to media buyers looking to
justify cross-media ad spend, especially since "intent to buy" is considered an important
way to measure a campaign's success.

While TV produced weak intent to buy on its own, exposure to an online ad for the same
product shot the likelihood of intent. Adding online exposure to print campaigns similarly
impacted consumer intent.
The study examined a number of product categories, including beer, apparel, automotive,
consumer electronics and toiletries. Results varied between product types, but all showed
lift when two or more media were included.

Intent to buy also went up when brand names were perceived to be of high quality,
suggesting that, like persuasive and ubiquitous ad efforts, brand equity also plays a role in
shaping consumer behavior.

Magna (2008)vii examined the advent of new media and digital revolution and gave
out the verdict that traditional media specifically TV will never die.

The key information from the study is represented graphically as follows:

Media Reach By Country

100.0%
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Newspapers
TV

Radio

Internet
Magazines
 Young Audiences' TV Viewing Trends
29.0
Hours of Viewing Per Week
27.0 P2-5

25.0
P6-11
23.0
21.0
P12-17
19.0
17.0
P18-34
15.0
1991-92
1992-93
1993-94
1994-95
1995-96

2002-03
2003-04
2004-05
2005-06
2006-07
1996-97
1997-98
1998-99
1999-00
2000-01
2001-02

• Largest advertisers drive TV, smaller advertisers drive online

 RESEARCH DESIGN

Fast moving consumer goods in India is in turmoil due to proliferation of brands in

various categories.

Using unique media vehicles and messages to differentiate oneself has become an order
of the day in matured urban markets where visibility is difficult to find. More and more
budget is allocated to these activates in order to lure the consumers.

In such a scenario, it is very essential to study how consumers make their choices in
FMCG category where there are several brands in the consolidation set of a consumer.

The financial risk being low, consumers do not mind switching from one brand to another
due to sales promotion offer.

Hence it would be of interest to a marketer to learn about consumer preferences with

respect to media to learn about products, brands, uses and importantly schemes. This has
to be considered by a manager while designing a scheme.

STATEMENT OF PROBLEM :

The Media Consumption Of Consumers Is Changing Rapidly Making It

Complex For The Marketers To Craft Marketing Messages Standing
Out On Different Media Vehicles.

OBJECTIVE OF THE STUDY:

Thus the present study is planned with following objectives:

1) To study consumer preferences with respect to online marketing and novel media.

2) To examine relative importance of different attributes (aspects consumers

evaluate) while responding to a marketing message.

3) To study variations in the preferences across different demographic variables.

4) To understand the media habits of the consumers.

Sampling Technique

An integral component of a research design is the sampling plan. Specially, it address

three questions: whom to survey (the sample unit), how many to survey (the sample size),
and how to select them (the sampling procedure). Making the census study of the entire
universe will be impossible on the account of limitations of time and money. Hence
sampling becomes inevitable. A sample is only the portion of the population. Properly
done, sampling produces representative data of the entire population.

Method of Sampling:
1. Probability Sampling

2. Non-Probability Sampling

Probability Sampling is also known as ‘random sampling’ or ‘chance sampling’.

Under this sampling design every items of the universe has an equal chance or
probability, of being chosen for samples. Probability samples may take the form of:

• Sample Random Sampling

• Systematic Sampling

• Stratified Sampling

• Cluster and Area Sampling

• Sequential Sampling

• Multi stage Sampling

Non Probability Sampling is also known as deliberate sampling, purposive and

judgmental sampling. Non-probability samplings are those that do not provide every item
in the universe with a known chance of being included in the sample.
Non-probability samplings are of following type:

• Convenience Sampling

• Quota Sampling

• Judgment Sampling

• Panel Sampling

The Sampling method used here is Non-Probability Sampling in which

Judgment

Sampling has been used. Judgment Sampling method has been adopted. Area
Sampling method and Snow Ball Sampling methods were also used for the research
process.

Data collection

Data gathering can be summarized as below :

• Primary data from FMCG consumers, companies, media agencies.

 (through interview with questionnaire)

• Secondary data – Internet, journals, magazines, newspaper.

- Questionnaire A
Sample size : 100

Administered to consumers with judgment sampling.

- Questionnaire B
Sample size : 20

Administered to professionals in media agencies by way of online surveys again

with random sampling
 METHODOLOGY

Focus groups were conducted to explore potential differences in media consumption by

different demographic groups. Because the information collected through these groups
is based on a small group of respondents, it is not projectable to the entire population.
The intent of this research was to investigate the “going-in” hypotheses and to develop
some new hypotheses and patterns of behavior that may ultimately be tested in a larger
scale study.

Participants for the groups were selected on the basis of two characteristics: age and
tendency toward either traditional or non-traditional media usage. The three age
categories of interest for this research were Gen Y (ages 18-29), Gen X (ages 30-44).

An individual fell into either the high media consumer or low media consumer group
based on the media usage information they gave.

“High” media consumption was defined as exposure to any given media for more than
four hours a day, while “Low” media consumption was marked by media consumption
for lesser than four hours.

In most cases, an individual consumed both traditional and non-traditional media in a

typical day.

Individuals in the Guru Gobind Singh Indraprastha University campus area were
randomly called in order to be screened. with 2 sets of questionnaires which were
administered to consumers and companies (media agencies in particular).

This questionnaire was administered to 100 people making sure that they had access to
internet and mobile phone.

So, this study really does not focus on general population for Internet itself is in its
infancy in our country with just a 3% penetration. PC penetration itself will take time to
hit 20%.

Keeping this in view one can safely assume this sample of 150 people to represent the
population which consumes novel media online, and is connected wireless and
assimilates and acts upon only that information which it finds worthy enough of after
being exposed to various forms of media. The second questionnaire was administered to
professionals in different media agencies
 LIMITATIONS

• A certain degree of control was sacrificed for the opportunity to collect data in
a natural environment.

• In terms of this study, the loss of control may have impacted survey response,
especially for those questions that dealt with attitude toward the ad.

• One concern during data collection was inter-participant bias, as some of

the respondents were amongst friends while completing the survey and
may have been swayed by peer input. A future experimental design
might address this by only approaching individuals who are alone.

• Because the information collected through the focus groups is based on a small
group of respondents, it is not projectable to the entire population.

• Conducted in the spirit of trial and error, this study

has helped identify elements of the experimental design that were
effective as well as those which need to be adapted for future research.

• Respondents tend to lay about their income those results in statistical errors.
 RESPONDENT PROFILE

1. Gender Profile of Respondents

Out of the 150 respondents interviewd through questionnaire Interview, 55% male
and the rest 45% were females.

2. Marital Status

Most of the respndents about 80% were not married only 20% were married.
 3. Eductional and Occupational Profile
All the respondents were graduate with 80% students and 20% employed.

4. Age profile

AGE GROUPS :

18 to 29
30 to 44
45 o 64
65 or older

Interpretation

The sample size was 150. 89% of the respondents fall in the age bracket of 18-29. 6% of
the respondents fall in the age bracket of 20-44. 5% of the respondents fall in the age
bracket of 45-64. None of the respondents fall in the age group of 65 and above.
i
ComScore Study, 2002, “Strong Connection Between Online Marketing,
Offline Buying And Purchase Intent”, Advertising Research Foundation's 48th
Annual Convention, New York City.
http://www.comscore.com/press/release.asp?press=69

ii
Accenture Global Research and Insights on
http://www.accenture.com/Global/Research_and_Insights/By_Industry/Media_an
d_Entertainment/Entertainment/BroadcastSurvey.htm

Deighton John & Kornfeld Leona, 2007, “Digital Interactivity: Unanticipated

iii

Consequences for Markets, Marketing, and Consumers”, Harvard Business

Review.

iv
Jashen Chen & Russell K.H. Ching, 2008, “Virtual Experiential Marketing on
Online Customer Intentions and Loyalty”, Proceedings of the 41st Hawaii
International Conference on System Sciences - 2008

v
Lillian Clark, Peter Wright , “ review of common approaches to Understanding
online consumer behavior”, University of York, Heslington, York.

Advertiser Perceptions, “Cross Media Builds Purchase Intent”

vi

http://www.marketingvox.com/advertiser-perceptions-cross-media-builds-
purchase-intent-038988/

vii
Magna, “Evolving media economy”, www.magnainsights.com
QUSETIONNAIRE A

1. Do you have access to Internet ?

2. What do you use to stay online? (tick both if required)

• PC
• Mobile

3. How much time do you spend online and watching TV? Please mention separately.

4. Rank the following in terms of usage. Rank 1 for the most used and 6 for the least.

• TV
• Newspaper
• Magazines
• Radio
• Internet
• Mobile

5. How do you feel when an ad or pop up appears when you are online?

• Irritated
• Ignore
• Hindrance to Work
• Excited
• Neutral

6. Tick the ones you read or watch (tick both if required)

 • Newspapers : English Local/Vernacular
• TV: Cable DD Local
channel
• Magazines: English Local/Vernacular
• Radio: English National(Hindi) Local station

7. Please indicate the importance of following parameters regarding a marketing message

about a brand, a product or its use and schemes :

Very ImportantImportant Better if it isNeutralNot importantEntertaining[][][][][]Effective[][][][]

[]Interesting[][][][][]Attractive[][][][][]Informative[][][][][]Professional[][][][][]

7. Please indicate your evaluation of ads on following media vehicles:

RadioMobileTVNewspaperInternetOut of Home MediaAttractive[][][][][]Interesting[][][][]

[]Informative[][][][][]Professional[][][][][]Entertaining[][][][][]Effective[][][][][]

8. How well do you remember ads on the following media vehicles?

TVMobileNewspaperInternetOut Of HomeRadioDon’t remember at all[][][][][]Remember company

but not product or ad[][][][][]Remember company and product but not ad[][][][][]Remember ad[][][][][]

Are you: ___ and are you...__

- Male -Married

- Female -Single

Your age is...__

• 18 to 29
• 30 to 44
• 45 to 64
• 65 or older

Where do you access internet?

• Home
• Work/ College
 • Cyber café/ Web Kiosk

Cite as many ads that you like, love or remember at the moment…Please mention where you saw it –
TV, Billboard, Internet etc.

APPENDIX #2 – QUSETIONNAIRE A

1. Have you witnessed a change in marketing strategies with new media outlets?

- Yes

- No

2. How do you classify this change?

- Quantity wise

- Variety wise

- Both

3. Do you employ non-traditional advertising methods ? If yes please name them.

4. How would you classify your consumers based on the media consumption?

- High media consumers (Individuals exposed to media for more than four hours a day)

- Low media consumers

5. Do you consider non- traditional media (internet, cell phones) as a better avenue to reach
different or diverse consumers?

- Yes

- No

6. Do you think advent of new media has led consumers to become resistant towards
traditional marketing tactics ?

- Yes

- No

7. Is media consumption related to attitude towards the ad? If yes, how?

8. Do you see an initial media consumption event pushing the user to consume another media (for
example, if reading a magazine pushed the reader to watching television or go to the Web, etc.).
Please site such possible events you acknowledge.