A

project ON

“To Study the Impact

of Advertisement of consumer durable goods on
Consumer Brand Preference at Jalandhar”.
Projct subimitted TO

DEPARTMENT OF MANAGEMENT LOVELY PROFESSIONAL UNIVERSITY IN

THE
PARTIAL FULFILMENT OF REQUIREMENTS FOR THE DEGREE of
m.b.a.

SUBMITTED BY
Devesh Chauhan Reg no.10900171 A-05

Rohit Ranjan Reg no 10903042 A-07

Imran Hussan Reg no10902893 A-20

Chandan Kumar Singh Reg no 10903162 A -27

UNDER THE GUIDANCE OF

Prof. Hitesh jhanji

Title: To Study the Impact of Advertisement of consumer durable goods on
Consumer Brand Preference at Jalandhar.

Author(s) Devish kr chauhan , Rohit kumar, Imran hussain ,Chandan kumar singh( Lovely
professional university jallandher Punjab )

Keywords: All customers having consumer durable goods in Jalandhar city

Abstract:

As we know these days Durables companies are advertising their product so much on
televisions and are spending so much money on the celebrities to endorse their products.
For increasing the sale of their product they are taking film stars, cricket stars in their
advertisements of their products which are again very costly. Therefore we took this as
opportunity to study different aspects of Advertisements, their impact on consumer
perception etc.

Advertising is a form of communication used to help sell products and services. Typically
it communicates a message including the name of the product or service and how that
product or service could potentially benefit the consumer. However, Advertising does
typically attempt to persuade potential customers to purchase or to consume more of a
particular brand of product or service. Modern advertising developed with the rise of
mass production in the late 19th and early 20th centuries. The crescendo of celebrities
endorsing brands has been steadily increasing over the past 20 years or so. Marketers
overtly acknowledge the power of celebrity in influencing buyer's purchase decision.
They have firm believe that likeability or a favorable attitude towards a brand is created
by the use of a celebrity. The crore of rupees spent per year on celebrity endorsement
contracts show that celebrities like Amitabh Bachchan, Sharukh khan and Sachin
Tendulkar play an important role for the advertising industry. It is an established fact that
celebrity endorsement can bestow unique features or special attributes upon a product
that it may have lacked otherwise.

Purpose
 SCOPE OF THE STUDY

This project helps in projecting the impact of advertisement on customer’s brand

preference. When the customer’s while selecting a product or service what is the role
play by advertisement. We very well know that advertisement is not only use for
awareness it also play a important role in brand preference. It also shows how celebrity
endorsement impact customers.

The scope of study for management student gets to apply all their theoretical
knowledge in the market. During study they solve the particular problem given by the
market and come to know the various things practically.

 NEED OF THE STUDY

As we know that every company spend a lot of money on Advertisements, Celebrities

ect. Therefore Advertising is an important aspect of the companies to promote their
product, and generate sales. It is also important for the companies to know whether
their advertisements are effective or not, In order to check the impact of the
advertisements, we have taken this as our research problem.

Design/methodology/approach –
 Research design
The purpose of the study to “To Study the Impact of Advertisement of consumer
durable goods on Consumer Brand Preference at Jalandhar”. Hence descriptive
research design used for this study. A survey was conducted through which an analysis
was drowned.
 Sample size
A sample of “100” sample was taken for the purpose of study and analysis.

 Sampling unit:
Sampling unit consists of all customers having consumer durable goods in Jalandhar city.

 Sampling technique
Convenience sampling technique (non probability sampling) was used for the survey.
Questionnaire filled by the selected customers.

 Data collection: data was collected through primary and secondary sources.
(1) Primary data: primary data was collected with the help of structured
questionnaire and personal interview.
Secondary data: Source of secondary data was collected with help of published reports,
magazines, newspapers and the websites.

 DATA INTERPETATION TOOLS

The most often tools used to Examine are SPSS.

 Percentage.
 Pie Charts.
 Chi square test.
Factor analysis

Findings –
1. After analyzing the data collected from 100 respondents, it is revealed that most
preferred brand is LG followed by Samsung and Sony.
2. Majority of the respondents uses their respective brands because of the Brand
Name and it is revealed that there is significant relationship between the choice of
brand and price of the product.
3. There is an impact of the Advertisements on the consumers regarding the choice of
their brand, i.e. there is a significant relationship between advertisements and the
choice of the brand.
4. The most liked medium of Advertisements is television followed by Internet and
Radio media.
5. Internet is mostly liked by the younger youth between the age group 20-30
because of the access to new technologies.
6. There is a great impact of the advertisements on the consumers as 68%
respondents replied they do recall the advertisements of their brands. This recall
helps them in decision making while making a purchase.
7. People remember different aspect(s) of the advertisements. The most remembered
aspect by respondents is Celebrity, followed by Punch line and Theme.
8. Celebrity endorsement has a positive effect on the perception of the respondents.
9. Almost all the respondents were able to answer the last question which was based
on the aided recall. Respondents were given Celebrity and Punch line of different
brands and respondents have to identify the brands with which they are associated.
10. When we ask to the respondents Do you rely on advertisement 36% people reply
that they rely on advertisement.
11. When we ask to the respondents, do you change your preference by just seeing
celebrity in advertisement?
 12. According to chi-square test we can say advertisement affect the choice of brands
among the consumers.
13. After applying the f test we find that four factors out of ten variables which are
most important. Because they contribute about 71.090%. We named the
component as follow:-
 Celebrity.
 Offers.
 Brand Endorsers.
 Uses of the product.

Research limitations/implications – 
Limitations are always accompanied with any work. We had completed his study within
short period of time and it was not possible to understand practically all aspects of the
subjects. Each and every factor has been carried out carefully as much as possible
limitations to the study are beyond control.

As all the primary data has been collected by discussion and interviews, there is a choice
of error as people hesitate in granting correct data and sometime exaggerate the
information. Although I tried to convince the respondents that the study is only meant
for academic purpose, some respondents were not ready to furnish other information
like who is your favorite celebrity; you rely on advertisement, which factors influence
you preference. These limitations the investigator hopes that the study will yield
dependable and useful results.

Originality/value –