A SYNOPSIS ON ADVERTISEMENT IMPACT ON CONSUMER BUYING BEHAVIOUR IN HERO HONDA

Submitted by PRADEEPSINGH ONKARSINGH DHAMI

M.B.A. 2ND YEAR (MARKETING)

Under the guidance of Prof. AJAY UMBARKAR TO, Sant Gadge Baba Amravati University Amravati (Maharashtra) Through The head

Chaitanya Bahu-Uddeshiya Sansthas Institute of Management studies, Amravati.

Batch

(2010 2012)

INTRODUCTION The role of advertising in determining consumer behavior has been under the microscope for several years. However, some of the arguments, assumptions and policy options proposed for example in relation recently to food advertising - are not based on an in-depth understanding of the way advertising works with consumers and its influence on markets. The misconceptions seem to be based on an entirely understandable intuitive reaction: how can advertisers claim that advertising does not increase consumption and sales and still spend so much money on it? Advertising as a tool of competition For almost thirty years, a considerable number of academics have asserted that the strong force theory does not apply in all market sectors. These scholars suggest that when it comes to marketing of frequently purchased goods (such as food) in mature markets volumes of advertising merely reflect an attempt to maintain a market share in highly competitive but fragmented markets, the total volume of advertising does not affect total market size. Why do advertisers advertise? Primarily to develop consumer value in their brands. The overwhelming majority of ads are for brands, with the obvious exceptions of political, public service and charity advertising. Brands deliver choice, innovation, confidence and consumer value. The value of most businesses does not reflect their tangible assets, but their brand assets and therefore leads to business success being very largely driven by the ability of a companys brands delivering a higher level of consumer satisfaction than competing brands RESEARCH PROBLEM DEFINATION

RESEARCH OBJECTIVE

The role of advertising Advertising fulfils a number of tasks usually in the context of brands. Advertising: - awareness creates - communicates attributes and benefits (rational and emotional) - reminds and refreshes to ensure top of mind awareness and that a brand is in consumers consideration set - repeat purchase therefore generates - and over time contributes to loyalty and the franchise of a brand it does not persuade consumers against their will to do things they do not wish to do, or to purchase things they do not wish to purchase.

RESEARCH METHODOLOGY
In this project, the steps of the research will be illustrated. The choice of topic and the aim of the research will be discussed. The choice of the method used will also be justified. The design of the study and the methods of data collection will be described. The criticism to the method will be outlined, illustrating the advantages and shortcomings of the preferred methods. The tests of the chosen methods concerning validity, and reliability will be tested, in order to justify the approach taken. The diagram below will further illustrate:

Research Approaches:There are three types of approaches for research they are as follows: Explorative approach Descriptive approach Casual approach.

In this research Descriptive approach, will be used. Sampling technique:For the research simple random technique will be used. Sample size:The sample size 400 respondents will be used. Data analysis:The analysis will be collected data and tabulated data will be done by the use of simple mathematical and statistical tools.

SCOPE OF THE RESEARCH

The research will be useful to students, researchers and professional in MARKETING field. Through this study, the researcher wishes to provide valuable insight to students, professionals regarding how advertisement schemes can provide better productivity at work.

LIMITATIONS OF RESEARCH

Data will be collected from 400 respondents only as the time restriction is there Due to restriction of the time and area data will be collected only from Amravati city.

INDEX
Chapter No. 1. Introduction Chapter Name Page No.

2. 3. 4. 5.

Industry Profile Company Profile Product Profile Objectives Research Methodology

6.

i. ii. iii.

Secondary Data Scope of the Project Limitations of the Study

7. 8. 9. 10. 11. 12. 13.

Theoretical Background Data Analysis & Interpretation Findings Recommendations Conclusion Bibliography Annexure