RESEARCH PROJECT REPORT ON A STUDY OF ADVERTISMENT STRATEGIES OF BRANDED CLOTHES SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE DEGREE

OF BACHELOR OF BUSINESS ADMINISTRATION Of PUNJAB TECHNICAL UNIVERSITY JALANDHAR

SUBMITTED TO:SUBMITTED BY:Ms. NEHA JUNEJA SANDEEP SINGH 6 SEM. ROLL NO:- 8100132052
th

BBA

GIAN JYOTI INSTITUTE OF MANAGEMENT AND TECHNOLOGY

2008-11

Certificate of Supervisor
This is to certify that Mr. Sandeep Singh. _Roll No.8100132052_ has completed the research project titled A STUDY OF SALES PROMOTION STRATEGIES OF A SPECIFIC PRODUCT under my supervision in partial fulfillment of the BACHELOR OF BUSINESS ADMINISTRATION degree of universitys name PUNJAB TECHNICAL
UNIVERSITY JALANDHAR.

M s. NEHA JUNEJA

Declaration
I, hereby declare that the research project report titled A STUDY OF SALES PROMOTION STRATEGIES OF A SPECIFIC PRODUCT is my own original research work and this report has not been submitted to any University/Institute for the award of any professional degree or diploma.

SAND EEP SINGH BBA 6th SEM ROLL NO:8100132052

ACKNOWLEDGEMENT

I took this opportunity to express my gratitude to all those who have helped me to make this project a success. I would like to thankful my gu i d e Ms . NEHA JU NE JA who helped and guided me throughout the development of the project, She provided me all kind of information, and inspired me to complete the project successfully. I am also thankful to Principal for her valuable support & guidance. I would like to thank everyone who contributed for the success of this project. I must thank them whose valuable guidance makes it so simple and support me during the project development directly or indirectly.

SANDEEP SINGH

PREFACE

Television and advertising together present a lethal combination and has become an integral part of modern society .It is the most convenient route to reach not only adult consumers but also the youngster. Youngsters are manipulated by advertisement promise that the product will do something special for them which will transform their life. The present study was conducted on 100 young boys and girls of age group 18-30, to know the impact of T.V. advertisement of branded clothes on their buying pattern. The results revealed that advertisements played a vital role in introducing a new product in the family list & making better choice during shopping. Majority of the respondents after watching an advertisement wanted to buy the new brands of Jeans, T-shirts and Shirts introduced in the market, they were disappointed when they were not allowed to buy products of their choice and were of the opinion that T.V. advertisements helped them to make better choice during shopping. They mostly went to shopping with parents. Sometime they planned their shopping after discussion with family members. In purchase of Jeans, Shirts, Sarees, Suits and T-shirts youngsters were influenced by T.V. advertisements. They were also guided by fashion, friends and boutiques. The respondents preferred to buy branded and standardized products which are more advertised on Television.

Contents
Introduction Topic An Overview System(s) concerned with the topic in the Organization Research Methodology Research Design -Sample size -Sample Units -Types of sampling Source(s) of Data -Primary data -Secondary data Tools used for Data collection Techniques used for Data analysis 23-46 7-19 20-22

Analysis & Interpretation Conclusion Suggestions/Recommendations Bibliography / References 47 48 49-53

INTRODUCTION
Television and advertising together present a lethal combination and has become an integral part of modern society. Youngsters are manipulated by advertisement promise that the product will do something special for them which will transform their life. The present study was conducted on 100 young boys and girls to know the impact of T.V. advertisement on their buying pattern. The results revealed that advertisements played a vital role in introducing a new product in the family list & making better choice during shopping. Majority of the respondents after watching an advertisement wanted to buy the new brand introduced in the market, they were disappointed when they were not allowed to buy products of their choice and were of the opinion that T.V. advertisements helped them to make better choice during shopping. The youngsters utilized their pocket money received every month for shopping. The main items purchased from the pocket money were- food, cosmetics, gifts and cards. They mostly went to shopping with parents .The girls planned their shopping after discussion with family members. In purchase of food items, stationary, cosmetics and clothes, the boys and girls were influenced by T.V. advertisements. The respondents preferred to buy branded and standardized products which are more advertised on Television. The impact of television is vital because of its enormous potential as an audio-visual communicator. Television (T.V.) enables the creative man to communicate by combining motion, sounds, words, color, personality and stage setting to express and demonstrate ideas to large and widely distributed audience.

Buying is a complex process involving a number of decisions to be made as to what to buy, where to buy, when and how much to buy. This process is divisible into stages such as awareness, information, application, trial and adoption. The buyers are aware of the product through one source, yet other sources might provide more information at the information stage. It might still be a different source influencing at the application stage when the purchase is made. The results of the study revealed that the girls viewed T.V. advertisements with interest and found them entertaining and informative. The main reasons for liking an advertisement was the information it provided regarding the discount, special gifts attached, brands and quality of the product. The non-informative factors like celebrities, Catchy slogans, visual effects funny advertisements, good music and action were also the reasons for liking an advertisement, in order of priority. T.V. advertisements usually play a role in either introducing a product reinforcing the familiarity to the product and also convincing to purchase the product. Advertisements are among the most visible of the marketing strategy and have been the subject of a great deal of attention in the last ten to fifteen years. Advertisement cannot only change emotions but give subliminal message. Advertising today seems to be everywhere and ever present exerting a far reaching influence on the daily lives of people. Advertisements develop self-concepts in order to induce purchase decisions. Television advertising employs attention grabbing trick such as catchy and pleasing music, lyrics, Jingles, humor and repeated messages. The impact of the advertisements is more on television than the print media or radio. The influence and effects that advertising may have on childrens and young peoples values and attitudes, we may make a distinction between intentional and unintentional influences. The purpose of a TV commercial for a particular product is of course for various groups and individuals to buy that product. This may be defined as the primary objective of the commercial. 9

But it would be wrong to see this as the only intentional effect that the advertisers have in mind. To achieve this primary objective they often try to make us feel and think in a certain way. For example, a TV commercial makes us associate the promoted product with concepts that we are assumed to value highly or with feelings that we find pleasurable. Therefore it can be said that the intentional effects of advertising include both making us buy certain products and making us value these products in a positive way. In other words, the intentional influence that advertising is trying to achieve is mainly related to the promoted product. At the same time advertising has an unintentional influence. For example, the message Buy and youll be happy! probably does not occur in a single advertisement, but even so it is the concerted message of all advertising. In this way advertising can be said to contribute unintentionally to maintaining and confirming a particular consumer ideology. In the same way it can influence our values, attitudes and opinions by continually producing images of what is worth striving for or achieving in life. This effect can be regarded as unintentional or as a side-effect of the primary and intentional efforts to influence us by advertising. In discussing research into the effects of TV commercials on childrens and young peoples values, attitudes and knowledge it is important to stress the difficulty of isolating the influence of advertising and of relating this to other forms of influence. This problem presents itself even with effects that would appear to be relatively easy to establish. One of the fundamental questions when discussing the influence of advertising is whether it entices us to buy, in other words whether it influences us to buy certain goods or products. One might imagine that research could easily answer this question. - The effects of advertising on youngsters - And it is this question that concerns the majority of studies conducted by various market research organizations evaluating different promotional campaigns. The evaluations carried out by these institutes are based mainly on a comparison of the sales of a 10

certain product before and after a commercial has been shown. In other words, the effect is considered in terms of the increase or decrease of sales as seen in the sales figures. The interpretation of the results seems to to be very simple: If sales have increased, the conclusion is that the commercial has had the desired effect, and if sales stay on the same level or have decreased, the conclusion is that the commercial had no effect. If the study makes no claims to be scientific, this type of conclusion would be sufficient. But to be able to establish a relationship between the TV commercial and the sales figures it is necessary to use more stringent methods. First, other factors that may have influenced or that may explain the increase or decrease in sales must be investigated. Further research may for example show that it is common for sales of this type of product to increase at the time of year when the commercial was being run. It may also transpire that sales had been increasing for some time before the commercial was run, and that the increase that is shown by the sales figures is only a continuation of a longer-term trend. If these factors are investigated it may well be found that sales of the product generally increase during the season when the commercial was run and had already started to increase long before. It may even be discovered that sales increased even more during the same season the year before, without the commercial. If so, has it therefore been proved that the commercial had no effect? No. There is still the possibility that the commercial contributed to the sales increase of the later season. Without the commercial, the trend might have swung in the other direction. Since it is impossible to know how the sales figures would have developed if the commercial had not been run, it cannot be ruled out that there are other factors underlying the increase in sales. This example shows in a somewhat simplified way that is difficult to isolate and to weigh up the different factors when we want to explain something in terms of influences and effects. The influence and effect of advertising cannot be established in a simple way - not even regarding 11

such a seemingly uncomplicated question as whether a commercial has contributed to the increase of sales of a certain product. The effects of influence cannot be decided in a direct and easy way, and asking people whether they are influenced by advertising when they buy a certain product is not much help. Although the answer people give to the question whether they are influenced when buying certain goods gives us an idea of what they believe, it gives us no insight into the actual influence that advertising has on them. To decide whether advertising influences children more than adults to buy certain goods are even more complicated. The question is further complicated by the fact that children are dependent on their parents when purchasing most goods and products, and that it is much more difficult for children (especially the very young ones) than young people and adults to express verbally their reasons for asking for or buying certain goods. 1.1 THE APPAREL MARKET Market analysis The Indian apparel retail industry has maintained impressive double-digit growth over the last five years, a trend which is set to continue towards 2010. Of the apparel retail industries considered for this profile, India's had the most buoyant growth. The Indian apparel retail industry generated total revenues of $18.3 billion in 2005, this representing a compound annual growth rate (CAGR) of 10.6% for the five-year period spanning 2001-2005. In comparison, the Chinese industry grew with CAGR of 9.3% and the Japanese industry declined with a compound annual rate of change (CARC) over the same period, to reach respective values of $61.2 billion and $85.1 billion in 2005. Menswear sales proved the most lucrative for the Indian apparel retail industry in 2005, generating total revenues of $8.4 billion, equivalent to 45.9% of the industry's overall value. In comparison, sales of womens wear generated revenues of $6.4 billion in 2005, equating to 12

35.2% of the industry's aggregate revenues. The performance of the industry is forecast to follow a similar pattern, with an anticipated CAGR of 9.8% for the five-year period 2005-2010 expected to drive the industry to a value of $29.2 billion by the end of 2010. Comparatively, the Chinese and Japanese industries will grow with CAGRs of 6% and 0.8% respectively over the same period, to reach respective values of $81.8 billion and $88.4 billion in 2010. 1.3 MARKET SEGMENTATION Revenues from the menswear sector generate 45.9% of the total Indian apparel industry's value. Womens wear accounts for a further 35.2% of the industry's value. India Apparel Retail Industry Segmentation I: % Share, by Category Menswear Womens wear Infants wear Share 45.90% 35.20% 18.90% Total 100.0%

1.4 ADVERTSEMENT OF GARMENTS Readymade garments advertising registers 59% rise 59 per cent rise in Readymade Garments advertising in first three quarters of 2005 compared to that of 2004 TV advertising spends rises 8 per cent in 2004 compared to 2003 Maximum advertising during summers and winters 13

 'Gini & Jony Freedom Wear' tops Readymade Garments advertising during the first three quarters of 2005
Advertisers prefer Entertainment channels followed by News channels The Readymade Garments advertising spends during the past years 2000-04 on television.

Readymade Garments observed 8 per cent growth in 2004 compared to 2003 Maximum de-growth (41 per cent) in 2003 compared to 2002

When do Readymade Garments advertisers prefer to spend across the year? The graph below gives the answer.

14

Maximum advertising during summers and winters by Readymade Garments advertisers

Let's have a look at the Readymade Garments advertising spends in TV in January September '05 compared to that of previous year? The chart below gives the answers.

15

59 per cent growth in Readymade Garments advertising in January - September '05 compared to January - September '04 The Top 5 Readymade Garments brands advertised on TV during January - September '05.

16

 Top 5 brands constitutes 51 per cent advertising share Gini & Jony Freedom Wear' at first position with 18 per cent advertising share Which channel genres are preferred by the Readymade Garments advertisers? The pie below shows its advertising share during January - September '05.

17

 Entertainment Channels gets max. advertising in January - September '05. News Channels at second position with 25 per cent share We shall be coming out with similar analyses on other categories in the coming days

1.5 PURPOSE OF STUDY The objective of the study is to examine critically the impact of T.V. advertisements of branded clothes on buying pattern of youngsters. Therefore, this study will examine the following: a. b. c. d. To study the impact of advertisement of branded clothes on buying pattern of youngsters. To study the key factor i.e. advertisements on T.V responsible for buying behavior. To study the perception of customers towards the role of T.V advertisement. To find out how far these television advertisements have helped in increasing the awareness among youngsters for buying of branded clothes. 18

1.6 SCOPE OF STUDY The scope of this research is strictly within the framework of the stated objectives. It is an effort to study the impact television advertisements of branded clothes on buying behavior of youngsters. The respondents are therefore the youngster of age group in between 18-30 belongs to city Patiala. It must also be emphasized that this study is mainly conducted for the fulfillment of management degree. 1.7 LEADING COMPANIES Levi Strauss & Co. Levi Strauss is one of the world's leading branded apparel companies. The company designs and markets men's, women's and children's wear, and offers a range of jeans and casual wear. The company operates in North America, Euro1pe, and Asia Pacific. It is headquartered in San Francisco, California and employs about 8900 people. The company recorded revenues of $4.1 billion during the fiscal year ended November 2005. The operating profit of the company during fiscal 2004 was $361.1 million, an increase of 15.2% over fiscal 2003. The net profit was $30.4 million during fiscal year 2004, as compared to a net loss of $349.3 in fiscal 2003. Sara Lee Corporation Sara Lee Corporation is a global manufacturer and marketer of consumer brand name products distributed throughout the US, Western and Central Europe, Asia Pacific and Latin America. Its major lines of businesses include food and beverage, branded apparel and household products. Sara Lee is headquartered in Chicago, Illinois. The company generated revenues of $19.3 billion in 2005, an increase from $19.1 the previous year. Net income was $719 million for the year. TRENT Limited 19

TRENT Limited is an India-based retailer. The Company operates a retail chain under the Westside name. Its Westside stores have several departments to meet various shopping needs of customers, which include the men's wear, women's wear, lingerie, children's wear, household accessories, cosmetics and perfumes sections. The company is headquatered in Mumbai, India and has 447 employees. In 2005, TRENT's revenues totaled $86.6 million.

Topic An Overview
20

Rana (1995) undertook a study on T.V. advertisements and expressed that among the media, the impact of television advertisement on social behavior, including purchasing behavior was the greatest. The reason being that television has charm, instantaneous transmission capability and universality of appeal. Dhillon et al. (1997) investigated the factors affecting consumer behavior of durable goods and food items. Sample comprised of 150 females (75 each from rural and urban areas). The sources of information, the rural respondents gave primary importance were, advertisements through radio, followed by posters to some extent but were least affected by magazines. Urban respondents were affected the maximum by television and magazines. Mahajan and Singh (1997) studied the impact of media on lifestyle of adolescents in the age group of 12-18 years of age and found that media especially television and satellite channels certainly affected the lifestyle of individuals. They tend to buy the product advertised by media, irrespective of its cost. The way of presentation mattered in case of food items whereas in case of clothing, designer label mattered. Kaur and Kaur (2002) explored fashion awareness among rural and urban adolescents. The study was conducted in three villages and three localities of Ludhiana city (Punjab). It is believed that consumer awareness of a brand should enhance the buying of the brand. (Liang, Liu, and Tsai 2007) In this study, a questionnaire was designed to investigate product and brand awareness, and consumer attitudes. Researchers believed that subliminal advertising in movies would have an affect on the consumers awareness of a particular product or brand, thus affecting attitude and buying behavior. Product placement in movies was not a high-profile growth area until the late 1970s. Since 1982, when sales of Reeses Candy Pieces increased by 65% following placement in the movie E.T., this advertising strategy began to attract the notice of advertisers and marketing managers. (Liang, Liu, and Tsai, 2007). This same type of research 21

can be found in the study conducted on the effect of corporate sponsorship on consumer behavior. Corporate sports sponsorship is one of the many tools marketers have at their disposal to try and reach consumers and influence them to buy their products and yet one of the least discussed forms of marketing communications addressed in the marketing literature. (Mason 2005) In this study, discussion ensues about the affect of corporate sport sponsorship on attitudes of consumers and how it in turn affects consumer behavior. The study found that sponsorship seems to affect the affective component of an attitude by creating a positive association between the consumers sport team and the companys product. This increase in awareness of the product and the link between the purchasers sports team, creates an increase in the likelihood of purchase of the particular product. Other factors such as store brands versus non store brands can have an affect on consumer attitude and behavior. (Harcar, Kara and Kucukemiroglu 2006) This research examines the factors influencing consumers purchase behavior of store brands. Examined is the decision to purchase a store brand using a conceptual model, which incorporates a number of variables that are hypothesized to influence store brand purchase decisions. Results confirm the relationships between store brand purchase and value consciousness, previous experience, and consumer perceptions. Given the store brands have become a global phenomenon, it is recommended to replicate this study in the international domain to examine relationships between consumers perceptions and purchase behaviors in markets in which store brands have greater market shares. One weakness of most studies of the extent to which TV advertising is able to attract youngsters attention is that they are based on observations in artificial (laboratory) environments. Even if the environments in which the observations were made to appear realistic they differ in some way from those in which the youngsters do most of their TV viewing. It is therefore scarcely possible to generalize the results of these observations for the natural viewing environments of 22

the youngsters. And even if this is disregarded, in most cases it is only possible to draw very limited conclusions from the studies that have been done of youngsters attention to TV advertising. The fundamental reason for this is that they are often based on a small number of very simple stimuli which are manipulated in various ways so that their effects, ie changes in the childrens attention, can be registered. Despite this, the studies that have been done indicate that the ability of TV advertising to attract the attention of youngsters varies quite markedly with their age. The fact that TV advertising (or individual TV commercials for youngsters) is able to attract youngsters attention can be regarded as a form of influence, and a precondition for TV advertising influencing them at all. If commercials fail to attract their attention, it is not likely that they will influence them in other respects. On the other hand, a TV - The impact Of Advertising on Youngsters - commercial that succeeds in attracting cyoungsters attention does not necessarily influence them in other ways. Attention can, as media researchers Els de Bens and Peter Vandenbruaene found, be seen as a necessary but not sufficient condition for TV advertising having an influence on children, young people and adults. (De Bens and Vandenbruaene 1992 p 28). In other words, there is no direct link between the attention youngsters give to TV advertising and the effect it has on them in other respects.

RESEARCH METHODOLOGY
INTRODUCTION 23

This section of the study shall adequately take care of the research procedure as much as possible bearing in mind that research findings should be valid and reliable. It will explain the researcher procedure used to arrive at various conclusions in the study such that if any other researcher should carry out work on the same topic, he would be able to arrive at the same result bearing in mind that the same process and procedure is followed. It is the preliminary sketch of the research work to be done. The population of study, of data, sample size sampling techniques method of data collection instrument and method of data presentation analysis and data interpretation shall be discussed.

Methodology

The study will conduct on young boys and girls at Patiala in Punjab. The sample of 100 youngsters (100 from Patiala City), age between 18to 30 years shall be taken for study. A questionnaire was used to collect the information from the youngsters. To know the Impact of T.V. advertisements on the buying pattern of young boys and girls, the data obtained were compiled and tabulated. Analyses of the data were done both qualitatively and quantitatively using simple numbers and percentages. The research type will be exploratory as it will be conducted to know the impact of advertisement on buying pattern of young boys and girls. Secondary data will be collected from journals, magazines and web portals. Primary data will be generated by conducting a survey of 100 by use of questionnaires. Sample will be selected by random sampling. Data will be collected, tabulated and analysed by use of various statistical tools. 1. Population - The population of the research work to be carried out will consist of the youngsters of age between 18 to 30 years. The areas to be surveyed will include Patiala and city. 24

2. Sample Design - Sample design is defined as a definite plan for obtaining a sample from a given population as here are people available on the ease of access. The sample design will be determined before the data is collected. (a) Sampling Technique Since the sample taken for the project is homogeneous, therefore the sampling technique used will be random sampling. It is the method of choosing items randomly. (b) Sampling Unit Since the research is to be carried out on young boys and girls watching T.V advertisement, so the sampling unit will be the individuals those will be asked to fill the questionnaires. (c) Sample Size It refers to the number of items to be selected from the population to constitute a sample. It fulfills the requirement of representativeness, reliability and flexibility. So the sample size taken for the purpose will be 100. (d) Research Tool The research tool here consists of collecting the data through primary as well as secondary sources. The primary source consists of getting the questionnaires and secondary data will be collected using various articles in the newspapers. Various tools to be used in this research will be use of Tables, graphs. (e) Analysis Primary source of data used i.e., questionnaire filling will be used to analyze the impact of advertisement on buying behavior of youngsters.

DATA ANALYSIS
25

INTRODUCTION
The objective of this chapter is to describe and interpret the result of the survey and use them to answer the research questions. PRESENTATION The data collected from the respondents through the questionnaires were analysed using the percentage. For easy analysis, the information obtained from the respondents was quantified with numerical scores and converted to percentages as indicated below in figures. The analysis is done which is related to the objective of the topic.

26

TESTING AND INTERPRETATION OF DATA

Ques.1 Which is one of your favorite source information? Table 1:This table shows the number of respondents when ask about their source of information. Particulars T.V Newspapers Magazines Radio Posters Others Number of Respondents 77 15 4 1 2 1

Figure1. This figure show the number of respondents when ask about their favorite source of informati

27

Interpretation:

Above given figure shows that 77% out of 100 respondents chose T.V. as favorite source of information, and 15% respondents chose newspaper as their favorite source of information, 4% respondents chose to magazine as favorite source of information, 2% respondents chose posters as their favorite source information and remaining 1%-1% each chose radio and others sources such as internet as their favorite source of information. So we can conclude that Television is the favorite source of information as per respondents interviewed.

28

Ques. 2 How many hours a day, on average, do you watch television? Table 2: Table shows that on average how many hours they watch Television. Particulars Never Less than one hour 1-2 hours 2-3 hours More than three hours Number of Respondents 0 32 36 21 11

Figure 2 Figure depicts that on average how many hours they watch Television.

Interpretation:
Above given figure shows that 36% out of 100 respondents says that they watch T.V. for 1-2 hours, while 32% of the respondents watch T.V. less than one hour. Data also shows that 21% of the respondents watch 2-3 hours, also 11% of them watch more than 3 hours in a day.

29

Ques.3: Are you ever influenced by advertising to buy branded clothes? Table 3: Table shows the responses by the respondent that either they influenced by the advertisements to buy branded clothes or not. Particulars yes, very often yes, sometimes not, very often Never Number of Respondents 9% 69% 21% 0

Figure 3: The responses of the respondents that either they influenced by the advertisements to buy branded clothes or not.

Interpretation

30

Above given figure shows that 70% out of 100 respondents says yes, sometimes they are influenced by the advertisements to buy branded clothes by watching advertisements on T.V, While 21% are not, very often influenced to go for buying also 9% of respondents go very often to buy branded clothes under the influenced of television advertisements. So we can conclude that because of more of the respondents they are under the influence of television advertisements they go for buying the branded clothes.

Ques.4 Do you think apparels ads make it more or less likely that you might try to buy? 31

Table 4. Particulars Much more likely Somewhat more likely No difference Somewhat less likely Figure 4: Number of respondents 6% 64% 25% 3%

Interpretations
As the figure shows 64% of the respondents out of 100 are somewhat more likely to go to buy or try the product, while advertisements25% of respondents considered that apparel or branded clothing add makes no difference in buying or trying any of product of this kind. It is also been noted that 6% much more likely to go for buying by seeing apparel adds and also other remaining are takes a negligible part. Ques.5 Which kind of advertisements attract you more before buying branded apparels (clothes)? 32

Table 5 Particulars Discount scheme Buy and get another free Advertisement by models/filmstars Off season advertisements Figure 5: Number of respondents 65% 18% 8% 9%

Interpretation The figure above shows that the maximum number of respondents i.e. 65% of respondents prefers the advertisement that is of discount scheme as a best option which attracts them towards buying branded clothes. Advertisements of buy and get free plan attract 18% of the respondents so that they go for buying branded clothes. Another preference of 9% and 8% are given to off season advertisements and advertisements by models and film stars

Ques. 6 How much do you normally spend on branded clothes in a single shopping? Table 6: 33

Particulars Less than 500 Between 500-1000 Between 1000-2000 Between 2000-5000 Above 5000 Figure 6:

Number Respondents 2% 52% 37% 7% 2%

of

Interpretation
As the above figure it is very clear that 52% of the respondents from the 100 spend in between 500-1000 on branded clothes. There are 37% of the respondents which shows that they spend in between 1000-2000 on branded clothes in a single shopping. Remaining left with 7%, 2%, and 2%, these respondents response that they spend in between 2000-5000, above 5000 and less than 500. So the much number of responses is in the favour to spend in between 500-1000 in a single shopping. . Ques.7: Do you agree with the statement that without advertisement the buying behavior of branded clothes will affect. 34

Table 7: Particulars very much Somewhat very less not any Figure 7: Number of respondents 56% 34% 6% 4%

Interpretation
The above graph shows that 56% of respondents are very much agree with the statement that without advertisement the buying behavior of branded clothes will affect, while 34% of the respondents are somewhat agree with this statement. Another 6% of the respondents are very less agrees with the same statement and also at last 4% of respondents are those which are totally not any answered in the favor of the given statement.So it can be concluded that majority of respondents are agree very much and somewhat with the statement so the impact of the advertisement is more according to the answers given by the respondents.

35

Ques.8 The advertisement of which brand would you mostly watch most on television?

Table 8 Particulars Levis Flying Machine Cotton County Koutons Zodiac Signature Number of Respondents 47% 14% 1% 14% 10% 14%

Figure 8

36

Interpretation

As the data collected from the 100 respondents, the 47% of the respondents mostly watch the advertisement of Levis brand on television, other three brands Flying Machine, Koutons and signature are those brands which are watched by the 14% of the respondents on television. Only one percent of respondents watch the advertisement of Cotton County on television. Also the 10% of the respondents are with the zodiac. Levis attains the top position among all the brands of the clothes. It can be concluded that as the maximum response is towards the Levis brand the advertisement of this brand is much more played on television and the respondents are very much aware of the brand by watching the advertisement of this brand.

Ques.9 How well the advertisement on the TV of the clothes catches your attention? 37

Table 9. Particulars Very well Somewhat well Undecided Not very well Not at all well Figure 9 Number of Respondents 23% 66% 8% 2% 1%

Interpretation
It can be interpret from the above figure that out of 100 respondents 66% are those which are somewhat well agree with the statement that the advertisement of branded clothes on television catch their attention. Then there are 23% respondents which are very well positively agree with the statement that advertisement of branded clothes catch their attention. There are the 8% of respondents those could not decide about the statement. It can be concluded that the advertisements of branded clothes on television catch the attention of people but not very aggressively. The response from the above figure is somewhat well the ads catch their attention. Ques.10 How believable claims made in the advertisements of the branded clothes on television. 38

Table 10 Particulars Very believable Somewhat believable Undecided Not very believable Not at all believable Figure 10 Number of Respondents 9% 72% 9% 10% 0%

Interpretation There are many kinds of claims made in the advertisements of clothing, the same question is answered by the respondents. According to the question 72% of the respondents agree with the statement that the claims made in the advertisements of the branded clothes are somewhat believable, while 10% of the respondents mark that the ads are not believable. Others which are 9% each respond that the ads are undecided and not at all believable. .Ques.11 Please rank to the following depending upon impact on your buying behavior through advertisement on different Medias? Table 11.1 39

Table 11.2 40

Interpretation
The above chart the maximum number of the respondents choose television as there first preference. Maximum numbers of respondents give television a first rank. Similarly,

newspapers attain second position because it was ranked after the television. Internet is ranked third followed by magazine and radio.

41

Ques.12 Please specify the gender? Table 12 Particulars Male Female Figure 12: Number of Respondents 83 17

Interpretation

From the above graph it can sassily be noted that there are 83% of the respondents which belong to male category and only 17% of the respondents belong from the female category. We can easily recognize that the total numbers of the respondents are 100 as shown in the graph.

42

Ques.13: Monthly income of your household (in RS). Table 13. Particulars Below 5000 5000-10000 10000-15000 Above 15000 Figure 13. Number Respondents 5% 6% 31% 58% of

Interpretation
The above chart shows the total household income of the respondents from all the sources. In this chart we can easily recognize that 58% of the respondents are belong to the category having the income above 15000. Also we can recognize that the category of income level in between 10000-15000 contains 31% of the respondents. 6% and 5% are the respondents are from the category of income level 5000-10000 and below 5000. So the majority of respondents belong to the above 15000 income level. Ques.15 Please specify the gender? Table 15 43

Particulars Male Female Figure 15:

Number Respondents 83 17

of

Interpretation
From the above graph it can sassily be noted that there are 83% of the respondents which belong to male category and only 17% of the respondents belong from the female category. We can easily recognize that the total numbers of the respondents are 100 as shown in the graph.

Ques.16 Occupation Table 16. Particulars Student Number of Respondents 95% 44

Service Businessman House maker Others(if any) Figure 16.

2% 2% 1%

Interpretation
The above chart shows that there are a100 as the number of respondents. It can be easily recognizable that 95% of the respondents are students. The remaining are 2%, 2%, and 1% are from the service, businessman, and others. So the majority of the respondents belong to the student category.

CONCLUSION AND RECOMMENDATION

CONCLUSION
Television and advertising together present a lethal combination and has become an integral part of modern society .It is the most convenient route to reach to the youngster 45

consumer. Youngsters are manipulated by advertisement promise that the product will do something special for them which will transform their life. The present study was conducted on 100 young boys and girls of age group 18-30, to know the impact of T.V. advertisement of branded clothes on their buying pattern. The results revealed that advertisements played a vital role in introducing a new product in the family list & making better choice during shopping. Majority of the respondents after watching an advertisement wanted to buy the new brands of Jeans, T-shirts and Shirts introduced in the market, they were disappointed when they were not allowed to buy products of their choice and were of the opinion that T.V. advertisements helped them to make better choice during shopping. They mostly went to shopping with parents. Sometime they planned their shopping after discussion with family members. In purchase of Jeans, Shirts, Sarees, Suits and T-shirts youngsters were influenced by T.V. advertisements. They were also guided by fashion, friends and boutiques. The respondents preferred to buy branded and standardized products which are more advertised on Television. Some of the respondents really need healthy information in relation to the branded clothes. Based on the advertisement of branded clothes they sometimes go for shopping by considering the product in their mind. So if there are regular advertisements then the awareness among new brand will increase and more and more youngsters will go to buy that product. Because television became valuable and top priority information provider the advertisement will definitely boost up the sale of branded clothes.

RECOMMENDATIONS

46

Having undertaken a thorough study of the impact of TV advertisements on the buying pattern of youngsters, it is deemed necessary to give some useful suggestion and recommendation, which would help in improving the future demand for the branded clothes and also to know the psychology of the youngsters. There are very less number of advertisements in television, so it should be taken care that the advertisements now a day play important role in increasing the sale of the product. So the companies should provide regular advertisements. Now the youngsters are more aware towards brands, they want to have a unique look so its the time for the marketer to increase their sales by promoting there product by one of the source thats through advertisement. The brand ambassador should be chose to make the advertisement very effective like Akshay Kumar is for Levis and Shahid Kapoor for Signature jeans.

47

REFRENCES

1. Aggarwal, M. 1983. Effect of Selected Factors On Qualify of Buying Practices Of

The

Consumers. Unpublished

2. M.Sc. Thesis, Baroda: M.S.University. 3. Bryant, W.K., and J. L. Gerner.1981. Television use by Adults and Children : A Multivariate Analysis.
4. Journal of Consumer Research, 8(9):154-161. 5. Bucklin, R.E., and S. Gupta. 1992. Brand Choice, Purchase incidence and

Segmentation : An integrated modeling approach. Journal of Marketing Research, 29(7): 201-215.

6. Cheung, C.K. and C. F. Chan. 1996. Television Viewing and Mean World Value

in Hong Kongs Adolescents. Social Behavior and Personality, 24(4): 351-364.

7. Chopra, S. 1996. Impact of T.V. Advertising on Food Consumption Pattern in

Middle. Unpublished M.Sc.

8. Thesis, Delhi: Delhi University. 9. Churchill, G.A., and G. P. Moschis. 1979. Television and Interpersonal influence

on adolescent consumer learning. Journal of Consumer Research, 6(1): 23-35. 10. Canadian Paediatric Society 1999. Television impact on kids. file :// www.Television impact on kids.htm.
11. Gorn, G.J. and R. Florsheim. 1985. The effects of commercials for adult products

on children. Journal of Consumer Research, 11: 962-967.

12. Kaur, H. and R. Kaur. 2002. Fashion Awareness among Rural and Urban

Adolescents. Journal of Social Research., 43(1): 37-40. 48

13. Goldsmith, R.E. (2000), "Characteristics of the heavy user of fashionable clothing", Journal of Marketing Theory and Practice, Vol. 8 No.4, pp.1-9. 14. Goldsmith, R.E., Goldsmith, E.B. (2002), "Buying apparel over the Internet", Journal of Product & Brand Management, Vol. 11 No.2, pp.89-102. 15. Goldsmith, R.E., Moore, M.A., Beaudoin, P. (1999), "The heavy user of clothing: theoretical and empirical perspectives", Journal of Fashion Marketing and Management, Vol. 3 No.4, pp.337-45. 16. Attention blocking in consumer choice: Experimental analysis with implications for advertising. Finnegan, Hugh. 64 pages. [M.A. thesis] University of Calgary; 2004. 17. Media transportation and advertising. Wang, Jing. 71 pages. Northwestern University; 2005. 18. Spontaneous attitude formation in advertising: Effects of source and audience response cues on judgment elicitation. Cronley, Maria Lynn. 115 pages. University of Cincinnati; 2000.

APPENDIX
QUESTIONNAIRE

Respected Sir/Madam, my name is SANDEEP SINGH. I am a student of BBA department, Punjab Technical University, Jalandhar. Please fill the questionnaire given below. This research is for academic purpose and none of the information provided by you will be shared with anyone. 49

1. Which is one of your favorite source information? A) T.V B) Newspapers

C) Magazines

D) Radio E) Posters D) Others _______________ 2. How many hours a day, on average, do you watch television? A) Never B) Less than one hour C) 1-2 hours D) 2-3 hour E) More than 3 hours 3. Are you ever influenced by advertising to buy branded clothes? A) Yes, very often B) Yes, sometimes C) Not very often D) Never 4. Do you think apparels ads make it more or less likely that you might try to buy? A) Much More likely B) Somewhat more likely C) No difference D) Somewhat less likely E) Less likely 5. Which kind of advertisements attract you more before buying branded apparels (clothes)? A) Discount scheme B) Buy and get another free offer C) Advertisement by Models/Film Stars D) Off season advertisements

6. How much do you normally spend on branded clothes in a single shopping? A) Less than 500 B) Between 500-1000 C) Between 1000-2000 D) Between 2000-5000 E) Above 5000 7. Do you agree with a statement that without advertisement the buying behavior of branded clothes will affect? A) Very much B) Somewhat

C) Very less

D) Not any

8. The advertisement of which brand would you mostly watch most on television? A) Levis B) Flying Machine C) Cotton County D) Koutons E) Zodiac F) Signature 9. How well did this advertisement on the T.V of the clothes catch your attention? o Very Well o Somewhat Well 50

o Undecided o Not Very Well o Not at all Well 10. How believable were the claims made in this advertisement of the clothes? o Very Believable o Somewhat Believable o Undecided o Not Very Believable o Not at all Believable 11. How well do you feel the advertisement informed you about the clothes? o Very Well o Somewhat Well o Undecided o Not Very Well o Not at all Well 12. How appealing did you find the advertisement the clothes? o Very Appealing o Somewhat Appealing o Undecided o Not Very Appealing o Not at all Appealing 13. Based on this advertisement, how likely would you be to purchase the clothes in the future? o Very Likely o Somewhat Likely o Undecided o Not Very Likely o Not at all Likely 13. If deciding between this product and a competing product, how much would this ad influence you to buy the clothes? 51

o Very Much o Somewhat o Undecided o Very Little o Not at All 14. Give rank to the following, depending upon impact on your buying behavior through advertisements on different medias? o Magazine o Radio o Television o Internet o Newspaper 15. Gender A) Male 16. Occupation A) Student D) House maker B) Female B) Service C) Businessman

E) others (if any) ______________

17. Monthly income of your household (in Rs.) A) Below 5,000 B) 5,000-10,000 C) 10,000-15,000 D) Above 15,000 18. Name and Address _____________________________________________________________________ _____________________________________________________________________ ____________ Mob./Ph._________________________

52