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A STUDY ABOUT THE ROLE OF ADVERTISMENT IN BRAND BUILDING

With special reference to Bhima jewellery Thrissur

PROJECT REPORT
Submitted to

UNIVERSITY OF CALICUT
In partial fulfillment of the requirement for award of

MASTER OF BUSINESS ADMINISTRATION


Submitted by

Mr. SUMITH THOMAS


(Reg.No.EJAKMBA 052)

Under the guidance of

Ms. ROSHINI P.R Mcom, MBA

ELIJAH INSTITUTE OF MANAGEMENT STUDIES THRISSUR


DECEMBER 2011

ELIJAH INSTITUTE OF MANAGEMENT STUDIES THRISSUR


(Affiliated to University of Calicut)

CERTIFICATE FROM THE COLLEGE

This is to certify that the project report titled A STUDY ABOUT THE ROLE OF ADVERTISMENT IN BRAND BUILDING, submitted in partial fulfillment of the requirements for the award of Degree of Master of Business Administration of University of Calicut was carried out by Mr. SUMITH THOMAS.

Dr. V.A.SONNY PRINCIPAL

ELIJAH INSTITUTE OF MANAGEMENT STUDIES THRISSUR


(Affiliated to University of Calicut)

CERTIFICATE FROM THE GUIDE

This is to certify that the project report entitled A STUDY ABOUT THE ROLE OF ADVERTISMENT IN BRAND BUILDING, submitted in partial fulfillment of the requirements for the award of degree of Master of Business Administration of University of Calicut was carried out by Mr. SUMITH THOMAS (EJAKMBA052) under my guidance.

Ms. ROSHIN P.R Project Guide

DECLARATION

I, Mr. SUMITH THOMAS (Reg No: EJAKMBA 052), 3rd Semester MBA student of Elijah institute of Management Studies, hereby declare that the project entitled A STUDY ABOUT THE ROLE OF ADVERTISMENT IN BRAND BUILDING submitted to the Calicut University in partial fulfillment of the requirement for the award of Master of Business Administration, is an original work done by me under the supervision and guidance of Ms. ROSHINI P.R and no part of this work have been submitted earlier for the award of any Degree.

SUMITH THOMAS

Place: Thrissur Date:

ACKNOWLEDGEMENT
In this page, I would like to express my sincere thanks and gratitude towards lot of people who have been instrumental for successful completion of the project. Firstly I am expressing my gratefulness to God Almighty without whose grace my project would not have been a grand success. I acknowledge my profound gratitude to Ms. ROSHINI P.R, Faculty of Elijah Institute of Management Studies, Thrissur for providing her encouragement and valuable suggestions in bringing up this report. I wish to express my sincere thanks to Mr. HARI IYER for his help in this project work and his sincere efforts to guide me for successful completion of this project. I thank all my respected Faculties, Librarian and all non-teaching staff of Elijah for their co-operation and assistance rendered to me. I also extend my thanks to my parents and friends for all their support and encouragement in bringing up this report.

SUMITH THOMAS

TABLE OF CONTENTS

CHAPTERS

CONTENTS
ABSTRACT

PAGE NUMBER

CHAPTER I

CHAPTER II CHAPTER III

1.1 INTRODUCTION 1.2 RESEARCH PROBLEM 1.3 PURPOSE OF THE STUD 1.4 OBJECTIVES OF THE STUDY 1.5 RESEARCH METHODOLOGY 1.6 TOOLS AND TECHNIQUES 1.7 PERIOD OF THE STUDY 1.8 LIMITATIONS OF THE STUDY 2. LITERATURE REVIEW 3.1 INDUSTRY PROFILE 3.2 COMPANY PROFILE

CHAPTER IV

4.1 DATA ANALYSIS & INTERPRETATION 5.1 SUMMARY 5.2 FINDINGS 5.3 SUGGESTIONS 5.4 CONCLUSION 5.5 SCOPE FOR FURTHER RESEARCH BIBLIOGRAPHY APPENDIX

CHAPTER V

ABSTRACT
Advertising is paid or something free communication through a medium in which the sponsor is identified and the message is controlled. Variations include publicity, public relations, product placement, sponsorship, underwriting, and sales promotion. Every medium is used to deliver these messages, including: television, radio, movies, magazines, newspapers, internet and billboards. An advertisement is a form of persuasive communication with the public. The members of the public are free to respond to it in their own way; the response is at an individual or family level. There is little or no dialogue with the public; advertising forces itself upon the public. The research A STUDY ABOUT THE ROLE OF ADVERTISMENT IN BRAND BUILDING with special reference to Bhima Jewellery, Thrissur, was conducted to know the effectiveness of role advertisement in creating brand awareness. The advertisements given should reach the customer in the right sense and should be able to reach each and every customer. The study revealed that the advertisements of the organization are quite effective and this has helped the firm to create brand awareness as well as the overall sales of the firm.

CHAPTER-I
1.1 INTRODUCTION 1.2 RESEARCH PROBLAM 1.3 PURPOSE OF THE STUDY 1.4 OBJECTIVES OF STUDY 1.5 RESEARCH METHODOLOGY 1.6 TOOLS& TECHNIQUES 1.7 PERIOD OF THE STUDY 1.8 LIMITATION OF THE STUDY

1.1 INTRODUCTION
Gold has been known and highly valued since prehistoric times. It may have been the first metal used by humans and was valued for ornamentation and rituals. Egyptian hieroglyphs from as early as 2600 BC describe gold, which king Tushratta of the Mitanni claimed was more plentiful than dirt in Egypt. Egypt and especially Nubian had the resources to make them major gold-producing areas for much of history. The earliest known map is known as the Turin papyrus and shows the plan of a gold mine Nubian together with indications of the local geology. The primitive working methods are described by Strabo and included fire-setting. Large mines also occurred across the Red sea in what is now Saudi Arabia, with an increasing number of jewellery houses enter the branded jewellery sector, retail of jewellery is becoming organized. Moreover, the government allows 51 per cent FDI in single brand retail outlet so attracting both global and domestic players to this sector. The role of advertising is increasing day by day in our life. The project is intended to access and to acquire the knowledge regarding the impact of advertising in brand building. The research is conducted in Thrissur District with special reference to Bhima Jewllary and its customers. Advertising is paid or sometimes free communication through a medium in which the sponsor is identified and the message is controlled. Advertisement helps a company to increase their image and also help in Brand building. Bhima Group- a group that has enjoyed a sterling reputation since 1925. Founded by Shri Bhima Bhattar in 1925 in alleppy, Kerala, better known as the Venice of the East, Bhima rose from its humble beginning to become a Beacon of Trust in gold jewellery business in no time. Today, Bhima has 18 showrooms across Kerala, Tamil Nadu and Karnataka and is growing in leaps and bounds The Bhima Boy is a mark of trust and tradition. Bhima a language more powerful than words, speaks eloquently of love, joy and friendship. For them, each piece of gold is an heirloom. The leadership in creating fine jewellery that will be treasured for generations makes Bhima an ever memorable name in the hearts of jewellery-lovers.

The qualities that have made Bhima a market (India) leader in the readymade jewellery and precious stones are:

Goodwill Purity and quality Customized services Consistent buy back policy Variety and wide range of collections Its goodwill is priceless. Each and every aspect of Bhima has its perfection. The goal of the firm is that through group performance attain the maximum levels of achievements and be a model for other branches.

1.2 RESEARCH PROBLAM


Advertising is a communication whose purpose is to inform potential customers about products and services and how to use and obtain them. Organizations which frequently spend large amount of money on advertising but do not strictly sell a product or services to the general public include political parties, interest group, and militaries looking for new recruits. The study is to be identifying the role of advertising in brand building.

What is the role of advertising in brand building? With special reference to Bhima jewellery Thrissur

1.3 PURPOSE OF THE STUDY


Traditional view of market is that the firms makes something and then sell the product to consumers. But now the things are changed consumers wants are increased day by day. A business firm has to study the needs, desires and the preference of the consumers and produce goods which are actually needed by them. As a part of developing business trends has to take the tool like advertising for promoting their sales. Advertisements stimulate the demand for the products and services. Advertisement also create a good public image. This study helps to understand which advertisement made by Bhima Jewellery has reached the minds of customers. By analyzing the same we can understand that what are the

various factors which make an advertisement effective ineffective and how it affect brand building of the company.

1.4 OBJECTIVES OF STUDY


Primary objectives
To study the role of advertising in brand building of Bhima jewellery

Secondary objectives
What are the factors affecting brand building To examine the effect of advertising in brand awareness of Bhima jewelllery To find out the most effective method of advertising Why customers select Bhima for purchasing Gold

1.5 RESEARCH METHODOLOGY


Research is a systematic method of finding solutions to problems. Research methodology means all those methods and techniques that are adopted for collecting information and data. When we talk of research methodology we not only talk of the research methods but also consider the logic behind the methods we use in the context of our research study and explain why we are not using others so that research results are capable of being evaluated either by the researcher himself or by others. These steps include the selections of a research problem, presentation of the problem, formulation of hypothesis, survey of literature and documentation, data collection, testing hypothesis,interpretation, presentation and report writing. In view of research objective, methodology should be adopted by the researcher. All these steps are undertaken in the project work.

1.5.1 Research Design


A research design is the arrangement of conditions for the collection and analysis of data in a manner that aims to combine relevance of the research purpose with economy. It is the conceptual structure within which the research is constituted. It constitutes the blue print for the collection, measurement and analysis of data. The research design used under this study is convenience sampling design.

From the total population, 50 people are selected as sample for the research and the data are collected through questionnaire .The research is basically a convenience one.

1.5.2 Sources of data collection


Data used for the research has been collected from primary and secondary sources. Primary source: Primary data are collected through questionnaire and personal interview with customers from the age group of 25 years and above. Secondary source: Secondary data on the other hand includes those data which are collected and published from earlier research works, company records, magazines, journals, television, internet etc.

1.5.3 Sampling Method


The items selected from the population (selection of few items only) are the representatives of the total population .They are called sample and the selection process is called sampling technique. Convenience sampling method which is a non-random sampling technique is used for data collection.

1.5.4 Sampling Unit


Sampling unit may be a geographical one such as state, district, village, etc., or a conduction unit such as house, flat, etc., or it may be a social unit such as family, club, school, etc., or it may be an individual.

1.5.5 Sample size


Sample size refers to the number of items to be selected from the universe to constitute a sample. Sample sizes are larger than 30 and less than 500 are appropriate for most research. Sample size is taken as 50

1.6 TOOLS& TECHNIQUES FOR THE DATA ANAYSIS & INTERPRITATION OF DATA
Percentage analysis Graphical Representation Likert summated scale Scaling Techniques etc. may be used

Likert-type or Summated scale


Summated scales consist of a number of statements which express either a favorable or unfavorable attitudes towards the given object to which the respondent asked to react. The respondent indicates his agreement or disagreement with each statement in the instrument. Each response is given a numerical score, indicating the favorableness or unfavorableness, and the scores are totaled to measure the respondents attitude. In other words, the overall score represents the respondents position on the continuum of favorable-unfavourableness towards an issue.

1.7 PERIOD OF THE STUDY


The study is conducted for the period of 21 days form 1st August to 21th August 2011.

1.8 LIMITATION OF THE STUDY


In any study or research conducted there shall be some limitation associated with it. Hence, for that proper understanding of the project it is inevitable to specify the limitation of the study. The main limitations of the study are: Since it is time bound study, the sample size is limited. The scope of study is restricted to Thrissur District. Calculations are made on the basis of sample survey. Getting accurate responses from the respondents due to their inherent problems is difficult. Sometimes, they responded partially or refused to co-operate. The findings are based only on the information given by the respondent. Time and money constraints.

CHAPTER-II
2. REVIEW OF LITERATURE

2. LITERATURE REVIEW
2.1 ADVERTISING
The term advertising originates from the Latin word adverto, which means to turn round. Advertising thus denotes the means employed to draw attention to any object or purpose. In a marketing context, advertising has been defined as a paid and non-personal form of presentation and promotion of ideas, goods or services by an identified sponsor. There is not only an identified sponsor, but also an identified media and message behind every advertisement. Through an advertisement, the advertiser intends to spread his ideas about his products/offerings among his customers and prospects. Popularisation of the products is the basic aim of the activity. In 1948, the definitions committee of the American Marketing Association developed what today is the most acceptable definition of advertising. Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by identified sponsors. A working definition hence could somewhat be: Advertising is the art and science of building brands through persuasive communication and positioning them in consumers perception with a constant vigil on the market situation and consumer expectations. This gives advertising a kind of flexibility of adapting to the changing paradigms, viz, social, economic and political. Advertising is multidimensional. It is a form of mass communication, a powerful marketing tool, a component of the economic system, a means of financing the mass media, a social institution, an art form, an instrument of business management, a field of employment and a profession. The definition indicates that advertising is a paid, non-personal communication. It lays emphasis on presentation and promotion. The presentation of the sales message may be visual as well as oral. The sponsor has also been given importance under this definition. Advertising is an effective method of reaching people with product information.Advertising is controlled, identifiable information and persuasion by means of mass communication media. It is considered controlled information because it has to use the time, space and content of the message effectively and economically. It is controlled because it is directed at a particular group. Advertising should not be haphazardly done to attract a number of persons without fruitful results. It is identifiable because it identifies the product

and the source of the product. The message should be definite and appealing to the target group. Persuasion is the main object of advertising. It is creative and information, and is designed to attract prospective buyers. It has been accepted by all the authors that advertising is mass communication. Advertising management is different from mass communication by the producer. Advertising management is the main task of the advertiser who directs and controls the advertising activities. It covers analysis and the planning, control and decision-making activities of the advertiser .Identification of markets and consumer behaviour are vital parts of advertising management.

2.2 Historical Development of Advertisement


Advertising belongs to the modern industrial world, and to those countries which are developing and becoming industrialised. In the past when a shopkeeper or stall holder had only to show and shout his goods to passes by, advertising as we know it today hardly existed. Early forms of advertising were signs such as the in sign, the red and white stripped barbers pole, the apothecarys jar of coloured liquid and the wheelwrights wheel, some of which have survived until today. The need for advertising developed with the expansion of population and the growth of towns with their shops and large stores; mass production in factories; roads and railways to convey goods; and popular newspapers in which to advertise. The large quantities of goods being produced were made known by means of advertising to unknown customers who lived far from the place of manufacture. This process developed some two hundred years ago in industrialised countries. Advertising is the development of media, such as the coffeehouse newspapers of the seventeenth century, and the arrival of advertising agencies such as Whites in 1800 to handle British government lottery advertising. Reynell and Son was another early agency, founded in London in 1942. As it is understood today, advertising is only a couple of centuries old. Over the years, advertising has come to acquire a distinct positioning in the overall marketing mix as we have seen in the several of advertising. Advertising, it is said, is a reflection of society. One can broadly divide the various periods in India as under;

o Personal selling era: The sunye, meharban, kadardan period. The barter system which sold goods against goods. The sale of slaves, animals and various commodities was through the process of personal selling. In the absence of any mass media, advertising, a mediated communication was not possible. o The product era: "How to build a better mouse trap phase. The emphasis in triad was on how to manufacture a better product and disseminate information about it. o The sales era: In this era, the process was geared towards hard sell the salesman approach. The advertising changed from information to "uski sari meri sari se safed or my brother stronger than yours. o The consumer era: During this period a study of human behaviour and its role in the purchase of products came into focus. Abraham Maslow and Sigmund Freud were employed to understand the complexities of the human mind. This was the beginning of modern advertising in the face of too many me-too products. This period witnessed the emergence of the following phenomena: 1. Consumer psychology 2. Lifestyle advertising 3. In-depth research 4. Subliminal advertising 5. Marketing 6. Emergence of USP o The positioning era: Half a mind is better than none was the core philosophy of this era. Instead of a wider scattered segment, the advertisers opted for a small and consistent share in the market. The period witnessed the following major trends: 1. Demise of USP 2. Intelligent sacrifice 3. In the mind v/s other brands to evolve a strong appeal o The value marketing era: The current age can be designated as the value marketing period. Internationally, there is a movement towards more responsible advertising. Following are some of the emerging trends:

1. Niche or micro-marketing. 2. Orchestration or integrated marketing. 3. Maxi marketing or value based direct marketing.

A great feeling of value is passed on to the consumer. More and more marketers are using sales promotion gimmicks like discounts, exchange of old products, buy one take another free, thus enticing the consumer by a variety of means. In retrospect, one can say that the 1950s was an era of functional advertising with the concept of hard sell, hammering home the message through thick and bold headlines, dark prints and monograms. It was a matter of fact functional advertising that worked through repetition. The 1950s can be reckoned as the watershed era for advertising. With the national planning, many industries were set up. Cinema advertising began in the 50s. Kolkata pioneered in setting up Indias first Ad club in 1956. National Advertising created the much acclaimed Murphy baby. The 1960s witnessed advertising which was a lot more creative a pop art movement, the fusion of art with everyday products-an indulgent phase. The lux ads using celebrities, the Pears ad, some complexions never grow old, the dalda vanaspathi ads, which made it almost a hallmark, the Binnies and the Mafatlal ads dominated the scene. Indias first advertising convention was held in Kolkata in the year 1960, followed by Asian Advertising Congress in Delhi. In the 1970, thanks to the influence of flower children and hippie culture, it had its reflection on advertising also- thus began an era of rebellion, of breaking conventions. Lifestyle ads especially relating to cigarettes were more visible. The decade of seventies witnessed the media boom. The Asian Advertising Congress was held at New Delhi. The decade of eighties was path breaking in the advertising field. This can be summed up by an ad headline, If you have it. Flaunt it. It was an era of materialistic advertising, but at the same time of well researched, structured and slick campaigns.

The 1980s saw a boom in Public sector advertising. Advertising agencies expanded. Television emerged as a powerful media; beginning from 15 August 1982.All India Radio also introduced commercials during the same year. The current phase of the nineties can be said to be an introspective era. Advertising is far more realistic and sober. It is less indulgent and more restrained. Thanks to the increasing awareness about consumer rights and an active judicial system, especially in regard to the Public Interest Litigations, the emergence of special interest groups, and above all the emergence of a new consumer class, one finds the advertising world taking a cautious path. In the current phase, one finds more emphasis on the brand equity leading to institutional advertising. Globalisation of advertising is another visible aspect. Thus the modern world depends on advertising. Without it, producers and distributors would be unable to sell, buyers would not know about and continue to remember products or services, and the modern industrial world would collapse. If factory output is to be maintained profitably, advertising must be powerful and continuous. Mass production requires mass consumption which in turn requires advertising to the mass market through the mass media. The first advertising agencies were space brokers and their legal position as agents of the media remains today as with the legal precedents of the agent acts as principal and are responsible for the payment of media bills even if the advertiser defaults. However, as printing processes improved and it became possible to illustrate advertisements the early agencies competed for business by offering creative services to advertisers. Thus the service agency took over from the mere space broker. The British are apt to disdain advertising, claiming that they are not persuaded by advertisements. In spite of this homes are full of advertised products, and if a product is advertised on TV there is a heavy demand for it in the shops. Marketing Week engaged the human factor to research the situation, and the results were published in the issue of 26 February 1993. One thousand adults were interviewed. Overall, the study found a surprisingly high level of distrust and condemnation of advertising. Even people who claim to enjoy the ads on TV more than the programmes do not

believe ads present a true picture of products. Yet they buy them. The researchers identified three main and extreme groups. These were the moralists who regard advertising as a bad influence on society, the advertising immune who say they pay little attention to advertisements; and the enthusiasts who pay great attention to advertising. This is a curious situation in which advertising has to operate. It is like saying that passengers on an airliner have no belief that it will take them anywhere. Without advertising modern industrial society would not exist.

2.3 OBJECTIVES OF ADVERTISING


The basic objective of advertising of a concern is to increase its sales volume and profits. However, these can be achieved by adopting a variety of strategies. 1. To increase the sales volume by multiplying product uses or increasing the unit of purchases. 2. To facilitate launching a new product or a new brand in the market. 3. To support the existing sales force of the organisation in order to make the job sales personnel less difficult and more efficient. 4. To get more access to such consumers who are otherwise inaccessible on account of topographical or transportation barriers. 5. To enter a new market segment which are hitherto untapped. 6. To better the dealer relations in order to augment the indirect distribution. 7. To augment the industrys sale for the betterment of the entire society. 8. To eradicate the wrong consumer notions which are otherwise based on the minds of the consumers. 9. To build up goodwill by way of non commercial advertisements without a profit motive. 10. To build up an effective brand performance for a particular product or services.

2.4 SCOPE OF ADVERTISING


Advertising has a wide scope in marketing and the social system. This scope has been described on the basis of activities included under advertising and their forms and systems, objectives and functions

2.4.1 MESSAGES

Advertising carries message of the product. The message may be visual or oral. It is designed in a systematic and psychological manner to influence the prospective customer and formulated on the basis of need, environment and objectives. It may or may not be brilliant in planning and execution; but it should be representative of the product. The terminology may be new, but may prove effective in attainment of the objectives.

2.4.2 MEDIA
A large number of advertising media, with their respective advantages, disadvantages, costs and benefits are available. The selection of a medium should be made on the basis of the type of customers to be approached, and the capacity of the organisation to bear the cost. The print media, such as newspapers, magazines and posters have been the traditional media of advertising.

2.4.3 MERCHANDISE
The merchandise, the product and services to be sold, has its advantages and disadvantages. The advertiser should demonstrate the attributes of the product and avoid the criticism of a similar product of the competitors. The outstanding qualities of the product should be assessed and exposed with emphasis. New and existing products are advertised to popularise them. A firm is recognised as an important source of advertising.

2.5 ADVERTISING FUNCTIONS


Advertising creates demand, promotes the marketing system, helps middleman, presents the image of the organisation, and performs some other functions as well. No producer can think of sales without advertising. Salesman and sales managers can expect some results only when there is advertising. They can talk about the price, quality, discount and terms and conditions of sale by adopting some forms of advertisement. If customers are made aware of the terms and conditions, discounts and prices, they are likely to purchase them if the prices are competitive. New products are advertised to make the public aware of their special qualities and prices. The marketing system may be moulded for the benefit of producers through advertisement. Consumer demand can be assessed by researchers so that effective methods of advertising may be adopted. If the new products are made known to customers, the market for them will expand. When the potential customers realise that the attributes and prices of new products are suitable, the demand for there new products will surpass that for the old

products. Middlemen are benefitted through advertising, because customers are told about the want satisfying qualities made aware of the product. When goods are advertised, customers are made aware of the products and traders have no difficulty in pushing up their sales. Sometimes, the advertiser indicates the place of sale and customers try to buy goods at that place. Advertising media are often referred to as middlemen because they bring the customers and the producers together.

2.6 ADVERTISER
The advertiser is considered a core institution of society. He helps the people understand the merits and demerits of his product. He controls the message and media to benefit society. A slight negligence on the part of the advertiser can destroy his image and the values of society. He has to be very cautious in selecting his advertising messages and methods. Costs and benefits are also compared before a particular medium of advertising is adopted. Since customers are made aware of the different products and goods, they are in a position to select the products are also sold by the adoption of an attractive advertising medium. The advertisers have a great social responsibility to create a sound social and economic system.

2.7 ACTIVITIES
Advertising assists in the performance of certain activities by the advertiser, the sponsor of the producer and the marketer. The activities included under advertising are mass communication, carrying messages, developing impressions and image building. It is informative, persuasive and reminding communication. These activities are performed by the advertiser economically, effectively and regularly.

2.8 ART AND SCIENCE


Advertising is considered to be an art as well as a science because it has some of the characteristics of both. It is an art because the advertiser employs his creative abilities to device effective ways of communication. Techniques and professional talent are essential factors in advertising. Expert and specialist personnel make advertising useful and topically relevant. Advertising is also a science because it is based on certain socio-psychological factors, which influence marketing decisions. Cause and effect relationships are made use of in advertising. The results and performance of advertising are measurable.

2.9 ADVERTISEMENT IMPACT


Advertising impact is an evaluation of the extent to which a specific advertisement or advertising campaign meets the objectives specified by the client. The degree to which the objectives specified by the client. The degree to which the objectives of an advertising campaign have been achieved; the effectiveness is commonly gauged by the measuring effect on sales, brand awareness brand preferences, etc. Advertising is an important element of promotion mix. Advertising is a powerful communication force, highly visible and one of the most important tools of marketing communications that helps to sell products, services, ideas and images. They are information provided by organizations on top of the basic benefits that they offer their products of services (Kolter, Armstrong, Saunders & Wong, 2005). This implies that advertisement like other traditional forms of marketing activities have been about mass offer (Mitchell, H, 2000). Nevertheless, advertisements are also about building long term buyer seller relationships. The concept of effectiveness of advertisements has been by various authors, and numerous definitions have been used to explain the advertisement concept. One of the first researchers who started to study the effectiveness of advertisement was Gupta (1988). He was seeking answers for what, when, and how much consumers buy. Therefore, he attained some answers for those questions by decomposing the sales bump into brand switching (secondary demand), Purchase acceleration and purchase quantity. These two latter effects, together, constitute the primary demand because they account for the growth of the category. His results, based on the coffee category, shows that the main impact of advertisement is brand switching (84%), and that there is 14% of purchase acceleration in time and 2% of increased purchased quantity for stockpiling (84/14/2). Kincade, Doris H.; Woodard, Ginger A.; Park, Haesun (2002) studied the advertisement support categories offered retailers by manufactures, to identity the retailers perceptions of the offering frequency and importance of the promotional support, and to investigate the relationship between offering frequency and perceptions of importance. Result indicated that monetary support was regarded as the most importance promotional support. A positive and significant correlation was found between items the buyers perceived as important and the frequency of offerings of these items.

A study by Brown on impact of advertisements said that advertisements yields faster and more measurable responses in sales than any other promotional tool; also it can attract consumers who switch among brands as deals become available also loyal customers tend not to change their buying patterns as a result of competitive promotion. According to P.K. Sudarsan, he evaluated the impact of advertisements on sales using firm level data, reported that there are different views about the role of Advertisements in an economy. The ultimate objective advertisements are to increase sales. The study was done using simple regression models and dummy variable regression models with cross section data set of 100 firms in India. The result shows that an advertisement influences sales, though its relative effectiveness is not the same for all categories of firms. Taylor and weiserbs (1972) studied the relationship advertisements expenditure and aggregate sales. They used Houtakker-Toylor model and the result showed that advertisements and sales is not unidirectional but simultaneous. Lavidge (1961) studied that some thing is to happen in the long run, it must be happening in the short- run and will remain in the short run. This study is formulated using cross section data. Turner (2000) using co integration technique based on Lydia pink ham data for the period 1907-1961 showed a strong positive relationship between advertisements and sales. The above review reveals that there is no consensus on the economic effects of advertisements on sales. Majority of the study shown that there is a positive relationship between advertisements and sales and some studies have found that there is a two- way casual relationship between advertisements and sales.

CHAPTER-III
3.1 INDUSTRY PROFILE 3.2 COMPANY PROFILE

3.1 INDUSTRY PROFILE


3.1.1 GLOBAL MARKET FOR GOLD 3.1.1.1 HISTORY OF GOLD PRODUCTION
4000 years ago, annual production of approximately one ton of gold in the territory of modern Egypt, Sudan and Saudi Arabia. The first gold containing coin was produced already in the year 800 B.C. It is believed that the first solid gold coin was created in the 6 th century B.C. by the King Krosos of Lydia. Gold mining diminished dramatically from the sixth century until the fifteenth century. In the middle of the fifteenth century, interest in gold increased. An important source of gold was derived from the mines of West Africa (now it is known as Ghana), where five to eight tonnes of gold were mined per year.. During the eighteenth century, substantial quantities of gold were mined in Russia as well, which resulted in an increase in the yearly worldwide production by approximately 25 tonnes towards the end of the century. The discovery of gold in California signaled a turning

point in the history of gold. In 1853 alone, 95 tonnes of gold were taken from these mines. At about the same time, substantial gold discoveries were also made in Australia. Worldwide production increased rapidly and after a few years amounted to nearly 300 tonnes per year. Many older mines were reopened and intensive exploration resulted in numerous substantial gold discoveries. Between 1980 and 1990, the production of gold in the western world rose from 962 to 1,744 tonnes per year, and has then continued to increase to a yearly level of some 2500 tonnes as at the turn of the millennium.

3.1.1.2 THE WORLDS GOLD PRODUCTION-GLOBAL MARKET SCENARIO


In 2009 the global gold production increased by 163 tonnes and reached the level of 2,572 tonnes, what is 7% more than in 2008, reversing three previous years of decline. Growth in the global production levels came from a number of new projects worldwide, coupled with a large rise at Grasberg in Indonesia. In 2009, for the third year running, China became the country to produce most gold in the world and, thereby, overtook the first place from South Africa, which had been the worlds largest gold producer since 1905. After recording a modest rise in production in 2008, Chinese gold production grew strongly in 2009, with output increasing 11% to 324 tonnes. Productions in South Africa fell by almost 9

%, the chief cause of this being lower gold contents; the countries average contents were reduced by 10% during the year. Latin American production increased by a total of 30 tonnes, notably in Argentina, Brazil and Mexico, due to new projects and expansions came on stream. The CIS countries (the former Soviet Union) increased their production by 20 tonnes, what is a 6% growth in comparison to the previous year. According to the GFMS, output in Russia recorded strong growth of 16 tonnes. Amongst the countries that reduced their production most compared with the previous year were South Africa and the USA. The two countries contributed to a reduction of 28.4 tonnes.

3.1.1.3 THE GOLD PRICE


The average price for gold in the world market has increased within 2009 having come nearer to a mark 972.35 USD for ounce. In comparison with 2008 growth has made approximately 11 %. For January, 2010 the price for gold already made 1 250 USD for ounce, and continued to grow steadily throughout all 2010. Geographic breakdown of production, gold grade and production costs Gold is produced in mines in all the continents of the world except in the Antarctic. The gold consultancy company Beacon Group identified some 900 gold-producing mines all over the world in 2002. During a long period in the 20th century, South Africa dominated as the number-one global gold producer. In 1970 it produced 1,000 tonnes, which was 70% of the global volume at this point in time. Thereafter, South Africas proportion has fallen, and in 2007 China took the lead as the worlds greatest gold nation, with 11 % of world production. The gold grade of the ores varies globally depending on the particular ore bodies. Generally, the gold content at the largest South African mines amounts to 8-10 g/tonne, while smaller South African mines produce 4-6 g/tonne. Much of the gold in the world is produced in open-pit mines, where the gold content of the ore is generally lower than in deep mines, with gold content of 1-4 g/tonne. Production costs the world over vary a lot, depending on whether it is a case of mines or open-cast, how deep down the gold deposits are, the type and characteristics of ore bodies and the gold content. The average stated cash production costs for commercial information-producing larger western mining companies for 2009 amounted to just under 478 USD/oz, which is 2 more than in 2008.

3.1.1.4 RETAIL GOLD MARKET


The global trading of gold consists mainly of a bigger part that takes place via the over-thecounter market (OTC), i.e. directly between various market players. This market segment is then divided in spot transactions and various forms of derivative transactions such as futures and options. The OTC-market is open around the clock, and the main centers for such trades are London, New York and Zurich, where larger transactions take place (central banks and mining companies). The minimum trade size in this market is 1,000 troy ounces (oz). In Dubai and other cities of the Far East OTC-transactions also get concluded, however in smaller size. OTC-trading is organized manually via telephone as well as via an electronic trading system. In order to support the market pricing mechanism, a reference price for gold is established twice a day in London, the so called London fix. Settlements on the market are organized in a similar way as on the international currency market via accounts in various banks. The standard size is a London Good Delivery Bar. The settlement currency is normally in US-dollars. The underlying market size are the 165,600 tonnes of gold (as at end of 2009) multiplied by the current market price. As at the end of the first quarter of 2003, the total market value of the gold market amounted to 1/10 of the market capitalization of the New York stock exchange. However, since the market consists of only one homogenous product the liquidity is first class. It is a little bit complicated to determine the exact turnover rates and prices (due to the large part of OTC-trading). The gold industry organization World Gold Council, estimates the turnover rate of the underlying market at three times (that is the value of all gold sold during a year is three times higher than the value of all gold existing

3.1.2 INDIAN MARKET SCENARIO


India's centuries-old gold industry is the world's biggest market for the metal, with imports meeting almost all the country's requirements for jewellery and investment. While some aspects of the industry remain unchanged, some shifts in consumption patterns are striking. Here are facts on the industry and changes taking place: India in 2009 faced its weakest year since gold trade was freed up in 1997. Record high prices and a failed monsoon cut imports by 33 per cent from the previous year to

480 tonnes, against an annual range between 600 and 800 tonnes in the previous five years. Imports are high partly because of the large population of about 1.2 billion. Per capita gold consumption is only 0.7 grams, half that of the United States and one-third of the Middle East, according to World Gold Council (WGC) estimates. India's gold market is estimated to have more than 300,000 jewellers, mostly small, family-run businesses, a WGC study showed. Only 23 banks and some private and government trading agencies have licences to import gold because of its implications for foreign exchange flows. India's 2010/11 budget raised the import duty on gold and platinum to 300 rupees ($6.65) per 10 grams from 200 rupees earlier, with the duty on silver raised to 1,500 rupees per kg from 1,000 rupees earlier. Investment purchases of gold have been rising faster than jewellery purchases. WGC's latest data shows the investment to jewellery ratio was approximately 15:85 in 2009. Gold in the form of exchange-traded funds is rising. Launched in 2007, the total collection among seven fund houses is more than 11 tonnes, nearly double from a year ago. In urban areas, gold faces competition from diamonds as incomes have risen, but the higher purchasing power of the lower and middle income sections of the population has brought new customers into the market. Large corporate jewellers, such as Titan Industries, Reliance Jewels, Rajesh Exports and the state-run MMTC Ltd are targetting the retail market with plans to have hundreds of shops, hoping to rely on branding to push up sales. India's imports of gold in the last seven years in metric tonnes, as per World Gold Council data. Gold imports 2010 - 365 2009 - 480 2008 - 712.6 2007 - 769.2

2006 - 715.5 2005 - 721.6 2004 - 614.5

3.1.2.1 GOLD BUYING TRENDS OF KERALA


Shopping for gold: Gold is brought in biscuit form from government authorised agencies and banks like the State Bank of India, Indian Overseas Bank, Corporation Bank and the MMTC Ltd (Metals and Minerals trading corporation Ltd. Each piece weighs 10 tolas (1 tola is 11.664gms). Biscuits are also available in 1, 2, 5, 10, 20, 31.6, 50 gms etc. Big merchants who in turn sell it to the smaller jewellers bring gold biscuits from authorised agencies. Of course, the merchants have the option of using the whole stock, which is rarely done. Merchandise: There are about 100 big businesses in the state. i.e those having more than 35kg in stock. Of them about 50 gold merchants own more than 75 to 100 kg. Any major market place in any town in Kerala boasts of 60-80 jewellers. Earlier, the requirement of licence issued by the Central Excise department was a must for setting up of a gold shop. Since it has been lifted, the numbers have increased tremendously. Brisk business: On a normal day, sales from 100gms to 10kg unofficially. There are instances of jewellers selling 22 kgs of gold ornaments on a single day. In the bigger cities and bigger businesses, it goes upto 40kg unofficially. There are almost 50-60 types of thin bangles in the market on a normal day. Festival and marriage season, it may vary. One can find about 1000 designs of necklaces while there would be about 20-30 different types of chains in a jeweller's shop on any given day. Arab gold: NRIs from the Gulf were active participants to this business in the state. With tighter custom checks and gulf-returnees on the increase, those doors have almost closed.

3.2 COMPANY PROFILE


3.2.1 HISTORY
The name Bhima which is familiar to the people of South India for past so many decades commenced its business in Kerala in the year 1925 at ALLEPPY, the Venice of East. The Bhima Group was founded in the year 1925 by Sri K Bhima Bhattar. Sri K Bhima Bhattar pioneered the concept of readymade Jewellery in Kerala with the establishment of Bhima & Brother Jewellers Alappuzha, the first of its kind in Kerala. Since its commencement the allegiance towards customer revealed its success and growth. Now the group has 15 branches across South India and a few to come soon. Still the group holds the pioneer ship in the field. All the branches are now managing by the sons of the founder Bhima Bhattar. The Bhima Group has had a track record of sustained growth which has been made possible because of the groups allegiance to quality and personalized service. The group enjoys a tremendous goodwill, thanks to its practices which have the customer as its first priority. Sri. Lakshmikanthan the youngest son heads the operation of the founding concern at Alappuzha and that of Kollam and Thrissur. He commenced his venture at Kollam on July 12th 2000. On 18th November 2005, he commenced his third exclusive showroom at land of temples, Thrissur. This group also manages Punnamada Backwater Resorts, a 3 star resort on the banks of backwaters at Alleppy. All the showrooms are running in their own premises. Now the management is planning for some more branches to be open soon .His vision and experience enrich with the innovative ideas of his sons made these branches to take a lead position among the other branches. As part of innovative step, the group expand their business from the yellow metal to the while elegant silver. All the outlets opened separate sections for silver ornaments and articles. To sustain the position of a leader in the competitive market, bhima never give up its values and policies. They give prime importance to quality, design and customer satisfaction. They ensure their products quality and design which is the best in the market and provide it with most satisfactory manner. There is not a mere buying and selling existing but a good relationship is maintaining for the long future. The qualities that have made Bhima a market leader in the readymade Jewellery and precious stones are:

Goodwill Purity and quality Customized services Consistent buy back policy Variety and wide range of collections

Its goodwill is priceless. Each and every aspect of Bhima has its perfection. The goal of the firm is that through group performance attain the maximum levels of achievements and be a model for other branches. Advantages of Bhima & Brother over other jewelers:

Most trusted jewelers of South India since its inception. Most consistent player of the field for over 84years. The largest tax payer in the field in Kerala. Largest and exclusive collections of jewelers and precious stones from India and abroad. All the items are in 91.65 purity and hallmarked. Supply most trendy and fashionable ornaments. Highest stock keeper in kerala in the field both in gold ornaments and diamonds. Apart from the yellow metal gold and the most precious diamond, the group also started its foot steps towards the white elegant silver which will make a tremendous impact on the fashionable world of designs. Each showroom has separate silver exclusive sections with wide range of ornaments and articles marked with 92.5 purity. In 1925 when Shri. K. Bhima Bhattar founded Bhima Jewellery at Alleppey, jewellery retail was an innovative concept. And thus, it became the first jewellery retail showroom in Kerala. Since inception, it focused on the principle of selling pure gold. Today, it has outlets in many cities and towns of Kerala, Tamil Nadu & Karnataka including Indias largest jewellery showroom at Trivandrum. Shri. K. Bhima Bhattar founded Bhima in 1925 in Alleppey, and his son Dr. B. Govindan expanded Bhima Jewellery to the capital of Gods own country in 1991. Dr. B. Govindan spearheaded Bhima Jewellery, Trivandrum to launch the largest jewellery showroom in India at Ayurveda College Junction, Trivandrum in 5 floors and 25,000 sq.ft. On Monday, August 24, 2009. Dr. B. Govindan also launched Bhima Jewellery showrooms at Nagercoil in 2003 and at Madurai in 2007.

3.2.2 EXPORTS
Bhima has been exporting its jewellery to the USA, Europe and the Middle East. With close monitoring of the changing trends in the jewellery market, Bhima has produced a wide variety of modern and trendy designs, which are sourced from around the country.

3.2.2.1 EXPORT COLLECTIONS FROM BHIMA


They retail 22 carat handmade jewellery and wholesale orders for other caratage are also accepted. We also manufacture jewellery in 18 ct. and 21 ct. The designs range from the traditional Travancore jewellery to the ultra modern Calcutta jewellery. Lightweight Coimbatore jewellery, traditional jewellery from Rajkot, Rajasthan and Delhi, studded items from Karwar & Nellore and exquisite Diamond studded jewellery are also amongst our range.

3.2.2.2 A SUMMARY OF THE ITEMS BHIMA MANUFACTURES FOR EXPORT


Plain studs, Jimka studs, Nose studs, J-studs, Earrings, Drops, Maattis, Lockets, Coins, Bangles, Bracelets, Arm bangles (Vanki), Necklaces, Fancy chains, Plain chains, Anklets, Hip chains, Patti (Odyanam), Gemstone jewellery, Birthstone jewellery, Diamond jewellery, Tiepins, Cuff links, Gold buckles, Key-chains, Punjabi kadaas, Tulasi chains, Rudraksha chains, Navaratna beads chains, Tricolour, Rodium polish and White gold polish

3.2.2.3 BHIMAS JEWELLERY IN VARIOUS STYLES...


Antique Jewellery: Unique jewellery made from antique moulds of rare jewellery Coimbatore Jewellery: Lightweight jewellery like no other in India Calcutta Jewellery: Exquisite designs of chunky Calcutta jewellery Karwar Jewellery: Limited designs of stunning and unique studded jewellery coming from the Northern Karnataka region Nellore Jewellery: Studded jewellery in a variety of designs Travancore Jewellery: Traditional Kerala jewellery

CHAPTER-IV
4. DATA ANALYSIS AND INTERPRITATION

4. DATA ANALYSIS AND INTERPRETATION


Data analysis means studying the tabulated material in order to determine inherent facts or meanings. In other words, the analysis means the computation of certain indices or measure or coefficients along with searching for pattern of relationships that exist among data groups. In case of survey and experimental data, analysis involves estimating the values of unknown parameters of the population and testing of hypothesis for drawing inferences. Likerts - summated scale techniques used to identify the customer attitude and their degree of satisfaction towards a particular variable/ feature of the advertisements in creating brand awareness. In this scale the respondents indicate several degree of agreement or disagreement with each item that constitutes the scales instead of indicating his agreement with only a few items. Each response is given in a numerical score based on the scale of five or seven points, indicating his/ her degree of agreement or disagreement. Assigning value to five different scales A five point scale is followed to measure the customer perceptions like strongly agree, agree, moderately agree, disagree, strongly disagree etc. For each scale a value is assigned to that such as 5 for strongly agree, 4 for agree, 3 for moderately agree, 2 for disagree, 1 for strongly disagree. The score range falls between 0 - 250 as the sum of the product of score assigned and number of respondent falls within this range. So, if calculated value falls between 0 50, it means that customers are strongly disagreeing or strongly dissatisfied with companys advertisement /product. If calculated value within 51 100 scores ranges, it means customers are dissatisfied/ companys strategy is poor. If calculated value falls between 101 150 score ranges, it means customers are moderately satisfied/ companys strategy is moderately effective. If calculated value fall between151 200 it means customers are satisfied/ companys strategy is effective. If the calculated value is in between 201 250 score ranges, it means customers are extremely satisfied / companys strategy is highly effective.

4.1.1 Most identifiable features of Bhima jewellery


Table.1 Sl. No. 1 2 3 4 5 6 Total Particulars Quality Variety of designs Pricing strategy Customer service Advertisement Traditional value No. Of Respondents 17 13 1 9 4 6 50 Percentage 34% 26% 2% 18% 8% 12% 100%

Quality
4 17

Variety of designs Pricing strategy Customer service Advertisement

9 1 13

Traditional value

Chart.1

Interpretation
The above table shows the most identifiable features that customers relate with Bhima Jewellery 34% of customers think about the quality of the products, 26% of them think about variety of designs, 2% of them think about pricing strategy, 18% of them think about

customer service provided by bhima jewellery, 8% of them think about advertisement, 12% of them think about traditional values.

4.1.2 Source of first time information about Bhima


Table.2 Sl. No 1 2 3 4 5 Total Particulars Friends Relatives Advertisement Executives Own family No. Of Respondents 9 15 15 -11 50 Percentage 18% 30% 30% -22% 100%

11

9 Friends Relatives Advertisement 15 Own family

15

Chart.2

Interpretation
From the above table we can understand that 18% of the customers came to know about Bhima Jewellery from their friends, 30% of respondents got information from relatives, 30% of respondents got information from advertisement and 22% of respondents got

informationfrom their own family.

4.1.3 Customers Preference for Selection of Jewellery Shop


Table.3 Sl. No. 1 2 3 4 5 6 7 8 Total Particulars Bhima Kalyan Josco Alukas Malabar Chungathu Chemmannur Others No. Of Respondents 24 8 7 4 5 -2 -50 Percentage 48% 16% 14% 8% 10% -4% -100%

5 4

2 Bhima Kalyan 24 Josco Alukas Malabar Chemmannur 8

Chart.3

Interpretation

The above table shows that 48% of the customers prefer Bhima Jewellery, 16% of the customers prefer Kalyan, 14% of the customers prefer Josco, 8% customers prefer Alukas, 10% customers prefer Malabar and only 4% customers prefer Chemmannur

4.1.4 Frequency of Advertisements of Bhima Viewed by Customers


Table.4 Sl. No 1. 2. 3. 4. Total Once 1-5 5-10 Morethan10 Particulars No. Of Respondents 13 17 7 13 50 Percentage 26% 34% 14% 26% 100%

13

13 once 1 to 5 5 to 10

7 17

more than 10

Chart.4

Interpretation
The above chart we can conclude that 26% of customers viewed Bhimas advertisement only once, 34% of the customers viewed the advertisements more than two times, 14% of the customers viewed the advertisement for more than five times, 26% of the

customers viewed the advertisement for more than ten times.

4.1.5 Customers Rating as Most attractive advertisement aired by Jewellery Shops


Table.5 Sl. No. 1 2 3 4 5 6 7 8 Total Particulars Bhima Kalyan Josco Alukas Malabar Alappat Chungathu Chemmanur No. Of Respondents 15 13 10 3 8 -1 -50 Percentage 30% 26% 20% 6% 16% -2% -100%

00 8 3 1 15 Bhima Kalyan Josco Alukas 10 13 Malabar Chungathu

Chart.5

Interpretation
From the above table 30% of the customers rate Bhimas advertisement as most attractive

one, 26% of the customers rate Kalyans advertisement most attractive one, 20%of the customers rate Joscos advertisement most attractive one, 6% of the customers rate Alukas advertisment most attractive one, 16% of the customers rate Malabars advertisment most attractive one and remaining 2% of the customers rate Chungathu advertisement most attractive one.

4.1.6 Customers opinion about Bhimas advertisment


Table.6 Sl. No 1. 2. 3. 4. 5. Total Particulars Creative Attractive Honest Touching Professional No. Of Respondents 4 29 6 9 2 50 Percentage 8% 58% 12% 18% 4% 100%

2 9

4 Creative Attractive Honest

6 29

Touching Professional

Chart.6

Interpretation
From the above table 8% of the customers opined that Bhimas advertisement are creative,

58% respondents opined that advertisements are attractive, 12% the customers opined that advertisements are believable, 18% the customers opined that advertisements are touching and remaining 4% customers opined that advertisements are professional.

4.1.7 Customers level of agreement towards the statement Bhima Advertisements are Convincing
Table.7 Sl. No 1. 2. 3. 4. 5. Total Opinion Strongly agree Agree Moderatly agree Disagree Strongly disagree Rank(A) 5 4 3 2 1 No. Of Respondents(B) 12 31 7 --50 Score(A*B) 60 124 21 --205

35 30 25 20 15 10 5 12

31

number of respondent 7 0 0 Strongly disagree

0 Strongly agree Agree Moderatly Disagree agree

Chart.7

Interpretation
24% of customers opined that Bhimas advertisements have most convincing features, 62% of customers opined that advertisement have convincing features, 14% customers rated the advertisement have only moderately convincing features.

4.1.8 Source of information about Bhima jewellary


Table.8 Sl. No 1. 2. 3. 4. 5. 6. 7. Total Flex TV News paper Online Magazine Cinema theatre Other printed media 50 Particulars No. Of Respondents 3 29 18 ----Percentage 6% 58% 36% ----100%

0 3

18 Flex TV News paper 29

Chart.8

Interpretation
The above table shows that 58% of customers viewed Bhima Jewellerys advertisements through television, 36% customers viewed the advertisements through news paper, 6% customers viewed the advertisements through flex boards.

4.1.9 Frequency of customers purchase behavior


Table.9 Sl. No 1. 2. 3. Total Particulars Very often Often Rarely No. Of Respondents 18 24 8 50 Percentage 36% 48% 16% 100%

0 8 18 Very often Often Rarely

24

Chart.9

Interpretation

From the above table we can conclude that 36% of customers purchase gold more frequently based on advertisements, 48% customers often purchase gold based on advertisements and 16% customers purchase gold rarely based on advertisements.

4.1.10 Customers opinion about the most influencing factor in brand building
Table.10 Sl. No 1. 2. 3. 4. 5. Total Particulars Advertising Quality Variety of designs Customer service Traditional value No. Of Respondents 9 25 4 7 5 50 Percentage 18% 50% 8% 14% 10% 100%

5 7

9 Advertising Quality Variety of designs

Customer service Traditional value 25

Chart.10

Interpretation
The above table shows that 50% customers considers quality as the most influencing factor which builds the brand,18% of people opined that advertisement is the most influencing factor which builds the brand, 8% of people opined that variety is the most influencing factor which builds the brand, 14% of people opined that customer service is the most influencing factor which builds the brand and 10% of people opined that think traditional values is the most influencing factor which builds the brand.

4.1.11 Opinion about the quality of the advertisement of Bhima jewellery


Table.11 Sl. No. 1. 2. 3. 4. 5. Total Opinion Excellent Good Average Poor Very poor
Score(A)

No. Of Respondents(B) 13 28 9 --50

Product (A*B) 65 112 27 --209

5 4 3 2 1

Interpretation
As calculated value falls within the score range of 200-250, we can conclude that the advertisements of Bhmas are highly effective.

4.1.12 Effectiveness of advertisement


Table.12 Sl. No. 1. 2. Opinion Strongly agree Agree Score(A) 5 4 No. Of Respondents(B) 13 33 Product(A*B) 65 132

3. 4. 5. Total

Moderately agree Disagree Strongly disagree

3 2 1

4 --50

12 --209

Interpretation
From the above table we can understand that only 26% of customers are strongly agree to the statement brand building activities of Bhima is effective, 66% customers considers brand building strategies are effective, 8% of customers consider it as moderately effective.

4.1.13 customers opinion about effectiveness of through brand ambassador


Table.13 Sl. No. 1. 2. Total Particulars Effective Not Effective No. Of Respondents 17 33 50

product endorsements

Percentage 34% 66% 100%

17 Effective Not effective 33

Chart.11

Interpretation

From the above table, we can interpret 34% of customers think Brand ambassador is required for endorsing the product more effectively, 66% think there is no need of brand ambassador.

4.1.14 Opinion of the features related to Bhima jewellery


Table.14 Sl. No 1. Quality(No. of respondents(A)) Scale point(B) Score(A*B) 2. Price(No. of respondents(A)) Scale point(B) Score(A*B) 3. Customer service(A) Scale point(B) Score(A*B) 4. Advertisement(A) Scale point(B) Score(A*B) 5. Variety of designs(A) 5 145 18 5 90 15 4 68 19 4 76 28 3 9 13 3 39 7 2 --1 --205 50 2 2 1 -224 50 5 20 29 4 88 17 3 69 3 2 2 1 1 -179 50 5 140 4 4 88 22 3 -23 2 -1 1 -228 50 Particulars Extremely Good 28 Very Good 22 Good Poor Very Poor 50 Total

Scale point(B) Score(A*B) 6 Brand image(A) Scale point(B) Score(A*B)

5 75 19 5 95

4 112 22 4 88

3 21 9 3 27

2 --2 --

1 --1 -210 208 50

Interpretation
In the case of Quality: As calculated value falls within the score range of 200-250, we can conclude that the quality of Bhmas gold is extremely good. In the case of Price: As calculated value falls within the score range of 150-200, we can conclude that the quality of Bhmas gold is good. In the case of customer service: As calculated value falls within the score range of 200-250, we can conclude that the quality of Bhmas gold is extremely good. In the case of advertisement: As calculated value falls within the score range of 200-250, we can conclude that the quality of Bhmas gold is extremely good. In the case of variety of designs: As calculated value falls within the score range of 200-250, we can conclude that the quality of Bhmas gold is extremely good. In the case of brand image: As calculated value falls within the score range of 200-250, we can conclude that the quality of Bhmas gold is extremely good.

4.1.15 Over all opinion about Bhima


Table.15 Sl. No 1. 2. 3. 4. 5. Total Opinion Excellent Good Average Poor Very poor Score(A) 5 4 3 2 1 50 No. Of Respondents (B) 26 20 4 --Product(A*B) 130 80 12 --222

Interpretation
As calculated value falls within the score range of 200-250, we can conclude that overall opinion about Bhima jewellery is very good.

4.1.16.Selection of branch for purchase


Table.16 Sl. No 1 2 3 Total Particulars Convenience Better customer service Any offers Number of respondents 28 22 -50 Percentage 56% 44% -100%

22

Convenience 28 Better customer service

Chart.12

Interpretation
The above table shows that 56% of people select this branch for their convenience and remaining 44% of people select this branch for the better customer care service.

4.1.17 Advertisement provides adequate information for making a purchase decision Table.17 Sl. No 1. 2. 3. 4. 5. Total Opinion Strongly agree Agree Moderately agree Disagree Strongly disagree Score (A) 5 4 3 2 1 No. Of Respondents(B) 12 20 15 3 -50 Product(A*B) 60 80 45 6 -191

Interpretation As calculated value falls within the score range of 150-200, we can conclude that the advertisements of Bhima are good. 4.1.18 Customers refer Bhmas products to others Table.18 Sl. No 1. 2. Opinion Strongly agree Agree Score 5 4 No. Of Respondents 11 32 Product 55 128

3. 4. 5. Total

Moderately agree Disagree Strongly disagree

3 2 1

7 --50

21 --204

Interpretation As calculated value falls within the score range of 200-250, we can conclude that the customers of Bhima refer the products effectively.

4.1.19 Intent to repurchase from Bhima brand


Table.19 Sl. No 1. 2. 3. 4. 5. Total Opinion Strongly agree Agree Moderately agree Disagree Strongly disagree Rank(A) 5 4 3 2 1 No. Of Respondents(B) 14 28 8 --50 Product(A*B) 70 112 24 --206

Interpretation As calculated value falls within the score range of 200-250, we can conclude that the customers of Bhima are intent to repurchase.

CHAPTER-V
5.1 SUMMARY 5.2 FINDINGS 5.3 SUGGESTIONS 5.4 CONCLUSION 5.5 SCOPE FOR FURTHER RESEARCH

5.1 SUMMARY
Advertisement helps the business concern to increases their sales and good will. Organizations are today focusing on ensuring the effectiveness of every campaign. Today technological advancements and the diversity of audience usage of mediums ranging from the internet to Television to even mobile phones have led marketers and financial officers to understand the effectiveness of each medium and the amount of spend rightfully deserved by the effective medium. The competition would be keen and intense in the advertising business in India in the coming years, but it need not pose a problem of survival if Indian companies show enough resilience to exploit emerging opportunities. The biggest challenges to Indian companies today are projected itself. False and misleading advertisement does not often take consumers for ride. Now comes the conflict between generic promotion and brand advertising. Today there is a greater accountability to client for the money spends for advertising. The study conducted on the role of advertisement in brand building of the organization was a successful one as the researcher was able to find that the advertisements are effective. The advertisements of the firm are able to reach the customers effectively and the firm is able to gain from the effective advertisements. The majority of the customers find the advertisements to be attractive, honest and informative. The customers find the advertisements credible and relevant to them. Majority of them would consider purchasing the product after viewing the advertisements. Customers

have a mixed reaction about the uniqueness of the advertisements and when asked to compare the advertisements with those of the other companies. The advertisements also lack professionalism as indicated by the customers. The study gives us a general idea about the customer perception of the advertisements. The company needs to focus more on improving the shortcomings highlighted in the study and get better on the other areas where they are performing satisfactorily. The study, however, cannot be considered conclusive as the responses of the customers may not be credible and may vary from time to time.

5.2 FINDINGS
Major findings The advertisement strategies of Bhima jewellerys play an important role in brand
building

Advertisements are the main source of brand awareness Various advertising medium act as good brand building tool
Advertisement informs the consumers about the new product and its quality and features. Thus it facilitates easy sales.

Bhima mainly focus on quality of products


Out of 50 samples 56% of customer influence advertisement for repeating purchase behavior.

Other findings
Advertisement is not major buying motive. The reason is that advertisements are reachable to all areas and can create awareness in the minds of the consumer. Advertisement helps the consumers to know when and where the jewellery. In consumers opinion the best mode of advertisement is television. Most of the respondents purchase Bhima products regularly Advertisement provides with information required for making a purchase decision Advertisement of Bhima jewellery is very popular and creative

Buying decision is affected by the advertisement Most of the customers are satisfied the advertisement of Bhima jewellery Consumer satisfaction in Bhima is in good.

5.3 SUGGESTION
Purchase decisions of customers are influenced by the advertisement, so company should concentrate on quality of advertisements to attract customers. Company should make further advertisement techniques to attract the customers in future. More advertisement should be introduced and a separate advertisement budget needs to be created every year. The company can focus on the advertisements like television and newspapers advertisements. Advertising can be used to create brand awareness in general public and to make business more popular within the circle of potential buyers. Purchase decision of consumers influenced by the advertisement, so company should concentrate on advertisement to attract consumer. The company should modify the advertisement theme and presentation style in order to make it more attractive. Today majority of the houses in Kerala have access to television. The company should focus on giving more advertisements on the various prime time shows on different channels.

The company should try to include some features that will make the customer remember the advertisements more often. The company should make the advertisements look more professional.

5.4 CONCLUSION
In a successful business, advertising play an essential and important role. Though advertising does not mean selling of products and services but it helps in increasing your sells. Advertising create awareness in people. When general public be conscious to the products, services and goods under the brands and pursuit people towards brands and make them buying better brands. The present study has been done to find out how the customers perceive the advertisements of the company. Responds main opinion is that advertisement with the required information is essential for the brand building. The customers usually see the advertisements on hoardings by the roadside. Most of the customers view the advertisement at least once in a week. Considering that the product is not one that is used daily, the frequency of the customer viewing the advertisement is good. It is to be noted that the majority of the customers do not remember the advertisement clearly. However, the customers find the advertisement creative, informative and honest. The customers find that the advertisements also lack professionalism. The analysis of effectiveness of advertisement was the main objective of the study. From the survey could understand that most of the consumers of Bhima jewellery are familiar with the advertisement of Bhima. Respondents main opinion is that advertisement with the required information is essential for the brand awareness. Also found that advertisement of Bhima is unique compared with the advertisement of similar products. Consumer responds that good advertisement influences these buying decisions of the products. Based on these findings

certain suggestions were proposed to make an increase in popularity and good advertisement methods. Even though there were some limitations, complete the study successfully. Overall, the role of advertisement in creating brand awareness of Bhima jewellery products can be termed as satisfactory. However, due to increasing competition and demand in this sector, the company has to constantly update its advertisements to match the present standards.

5.5 SCOPE FOR FURTHER RESEARCH


Advertisement has become the most important factor that influences a person to buy or choose a product. All the organizations around the world are paying atmost attention for creating excellent advertisements so that they can attract as much customers as they want. The scope of advertisement is really vast. Further research can be done on what makes the customer attracted to the advertisement and what all factors a customer look at when he evaluates the advertisements as a good one. The advertisement is focused only upon the customers and so it should be the customers point of view to be studied on when planning for good advertisement. Advertising a product in a competitive world is very difficult. The standards of good advertising are being raised day by day. Only those companies whose advertisements make a good impression in the minds of the customer can hope to sell their products. All the organizations around the world are paying at most attention for creating excellent advertisements so that they can attract as much customers as they want. Advertising can be used to create brand awareness in general public and to make business more popular within the circle of potential buyers. However, to make a favourable impression, the companies have to understand the customer psychology to a great extent. The role of the advertisement in creating brand awareness is studied, here, from the customers point of view. The present study can, therefore, be used as a base for further research in understanding customer psychology for planning a good advertisement.

BIBLIOGRAPHY

BIBILIOGRAPHY
BOOKS 1. Kothary C .R, Research methodology Second Edition by new age International (P) Ltd 2. Kotler Philip, Marketing Management.11th edition by Pearson Education (Singapore) Pvt. Ltd Indian branch, 482 FIE papergirl Delhi India 3. Jain P C $ Manika Bhatt Consumer Behavior in Indian Context

JOURNALS

1. The ICFAI Journal of Business Strategy vol. No .1, March 2007 2. Marketing mastermind, March 2007, ICFAI University press.

WEBSITE http://www.wikipedia.com /advertising effectiveness/htm http://www.bhima.profile http://www.netmba.com/marketing/advertising http://en.wikipedia.org/wiki/ brand awareness

APPENDIX

QUESTIONNAIRE
A STUDY ABOUT THE ROLE OF ADVERTISMENT IN BRANDBUILDING With special reference to Bhima Jewellery, Thrissur Dt.

Name: SUMITH THOMAS Reg No. EJAKMBA052 MBA 2010-11 Elijah Institute of Management Studies, Ponganamkad, Thrissur. _________________________________________________________________________________

Sir/Madam

I request you to fillup the following details which will be used for a research on the above mentioned topic. The information collected from you will be kept confidential and only be used for this study purpose.

Name & Address

Email Gender Age

: : : M Below 25 Above 55 F 25-40 40-55

Educational background: Post graduate & above Graduate specify____________ _____________________ Pre-degree Professional course, SSLC Others, Specify

Occupation Professional Income(in Rs)

: Housewife :

Government employee Business man Less than 50000 300000- 500000

Private employee

50000-100000 Greater than 500000

100000 3000000 Marital Status

Single

Married

1. Do you currently purchase gold from Bhima jewellery? Yes No

2. What comes to your mind when you think about Bhima jewellery? Quality Advertisement Variety of Designs Pricing Strategy Customer Service

Traditional Values

3. From where did you know about Bhima jewellery? Friends Relatives Advertisement Executives Own family

4. Which company will come in your mind when you decide to purchase gold? Bhima Chungathu Kalyan Chemmanur Josco Alukas Others, Specify Malabar

____________________ 5. How many times have you seen the advertisement of Bhima jewellery? Once 1-5 5-10 more than 10

6. Which Jewelleries advertisement attracted you more?

Bhima Alappat

Kalyan Chungathu

Josco

Alukas Chemmanur

Malabar

7. Which of the following would you use to describe this advertisement? Creative Attractive Honest Touching Professional 8. Do you agree that Cos advertisements are convincing? Strongly agree Strongly Disagree 9. Mention the most viewed medium for Bhmas advertisement. Flex TV News paper Online Magazine Agree Moderately Agree Disagree

Cinema Theatre

Other printed media, Specify

10. How often do you purchase gold from Bhima based on its advertisements? Very often Often Rarely

11. Rank the following on the basis of the most influencing factor which promote brand building. Advertisement Traditional value 12. In general how would you rate the quality of this advertisement compared to the other advertisement of similar products? Excellent Good Average Poor Very poor Quality Variety of Designs Customer service

13. Do you agree that brand building/advertising/ promotional activities of Bhima jewellery are effective? Strongly agree Strongly disagree 14. Do you think that brand ambassador is required for endorsing the product more effectively? Yes No Agree Moderately Agree Disagree

15. Record your opinion the following features related to Bhima jewellery

Particulars

Exactly good

Very good

Good

Poor

Very poor

Quality

Price Customer Service

Advertisement Variety of Designs

Brand image

16. What is your overall opinion about Bhima jewellery products? Excellent Good Average Poor Very poor

17. Why did you select this branch for purchase? Convenience Better customer service Any offers

18. Do you agree that brand building/advertising/ promotional activities will give all the information required for making a particular decision? Strongly agree disagree 19. You would recommend Bhma jewellery to others? Strongly agree Strongly disagree 20. You intent to repurchase Bhima jewellery? Strongly agree Strongly disagree Agree Moderately Agree Disagree Agree Moderately Agree Disagree Agree Moderately Agree Disagree Strongly

Thank you for your kind corporation