INTRODUCTION

“Advertising is any paid form of non personal presentation and promotion of

ideas, goods, and services by an identified sponsor”

Advertising is basically mass communication tool used to inform, persuade,

and remind the customers about the product, services, and ideas to gain
sales. Nowadays, we breathe advertising; it is everywhere from day to night.

Advertising is paramount for a business to form its presence in the highly

competitive business era.

Evaluation of Advertising or advertising effectiveness refers to the managerial

exercise aimed at relating the advertising results against the established
standard of performance and objectives, so as to assess the real value of the
Advertising performance.

Advertising is not a science. Its effectiveness cannot be assessed using an

empirical or scientific formula. Advertising effectiveness can be evaluated by
a) Sales

To evaluate the effectiveness of Advertisement on the basis of achievement

of sales objective, sales before advertising campaign and sales after
advertising campaign are compared.

b) Attitude

Change in attitude towards a brand or product before and after the

advertising campaign are needed to be compared.

Testing of Advertising effectiveness is possible at any level of advertising

Process. It can be measured before, during the run of the advertising

campaign or after the advertising campaign is fully run.

 Pre-testing: It tests the effectiveness before the advertising campaign

has been launch in the market. It gives the maximum safety as much is
 not lost. Consumer jury test, checklist tests are some of the commonly
used methods of Pre-testing.

 Concurrent testing: it is that testing which takes place when the

advertisement is already running in the marketplace. A little more is
lost than pre- testing if the advertisement fails in this phase.
Concurrent testing is performed through following: Coincidental
surveys, consumer diaries.

 Post testing: this testing is done after the advertising campaign is fully
run. It finally evaluates whether the advertising campaign has
produced the desirable results or not. It is done through Recall test,
recognition test, Attitude change, sales test, etc.

INDUSTRY PROFILE
The Indian agriculture sector has come a long way since the time of
independence. With the emergence of green revolution, India agricultural
Industries have transformed itself from a country of shortages to a land of
surpluses. With the rapid growth of the Indian economy, a shift is also being
seen in the consumption pattern of the country, from cereals to more varied
and nutritious diet of fruit and vegetables, milk, fish, meat and poultry
products. All these efforts have resulted in the development of a sunrise
industry namely the Food Processing Industries.

Companies working in the food processing industry deal with the

transformation of raw agricultural ingredients into finished product,
enhancing the shelf life of products in accordance with health and hygiene
standards. Indian Food Processing Industry covers fruit and vegetables; meat
and poultry; milk and milk products, alcoholic beverages, fisheries,
plantation, grain processing, consumer products groups like confectionery,
chocolates and cocoa products, Soya-based products, mineral water, high
protein foods, etc. The most promising sub-sectors consists of Soft-drink
bottling, Confectionery manufacture, Fishing, aquaculture, Grain-milling and
grain-based products, Meat and poultry processing, Tomato paste, Fast-food,
Ready-to-eat breakfast cereals, Food additives, flavors, etc.

India's increased urbanization, improved standard of living and the

convenient need of dual income families point out to the major market
potentialities in the food processing and marketing sectors. There is also
evidence that from the presence of several global foods giants and leading
Indian industrial enterprises in the country's food processing sector such as:
Nestle India Ltd, Cadbury's India Ltd, Kelloggs India, Hindustan Lever Ltd, ITC-
Agro, Godrej Foods and MTR Foods Ltd. In the present world of globalized
milieu, the surplus food production, as well as the increasing preference for
Indian foods needs to be leveraged to achieve economic and strategic
objectives through exports.

Further there was an absolute revenue increase of Rs. 900 billion in food
manufacturing between 1993 and 2000 which is in contrast with Rs. 150
billion and Rs. 300 billion for the pharmaceutical and IT industries,
respectively. Overall, taking everything in accordance the value of the Indian
food industry has increased from Rs. 3.09 trillion in 1993-94 to Rs. 3.99
trillion in 2000-01. The segments which have the largest growth potential
have been identified as dairy, wheat, fruits and vegetables, and poultry. This
report has also identified some of the major challenges for the emerging food
industry in India.

Statistics
India’s food ecosystem offers huge opportunities for investments with
stimulating growth in the food retail sector, favourable economic policies and
attractive fiscal incentives. The food and grocery market in India is the sixth
largest in the world. Food and Grocery retail market in India further
constitutes almost 65% of the total retail market in India.

 By 2020, Indian Food and Retail market is projected to touch $828.92

bn.
 By 2020, the Indian Diary industry is expected to double to $140 bn.
 By 2024, the food processing industry will potentially attract $33 bn
investments and generate employment for 9 million people.
 By 2030, Indian annual household consumption to treble, making
India 5th largest consumer.
 The Processed food market is expected to grow to $543 bn by 2020
from $322 bn in 2016, at a CAGR of 14.6 %.
 The industry engages approximately 1.85 mn people in around
39,748 registered units with fixed capital of $32.75 bn and aggregate
output of around $158.69 bn.

Food Processing Industry Total contribution to the economy/ sales Food

Processing Industry

The Indian Food Processing Industry with its vast potential has emerged as
one of the major driver of economic growth and development. It is
encouraging to make analyses that while the country's GDP growth rate had
increase from 3.5 % in 2002-03 to 9 % in 2006-07; the Food Processing
Industry has grown from 7 % to 13.1 % during the same period .

Food Processing Industry Domestic and Export Share Food Processing Industry

In 2014, the Exports of agricultural products from India are expected to cross
around US$ 22 billion mark and would account for 5 % of the world's agriculture
exports, Even the Exports of floriculture, fresh fruits and vegetables, processed
fruits and vegetables, animal products, other processed foods and cereals rose to
US$ 7891.8 million in 2008-09 from US$ 7877.07 million in 2007-08, according to
the Agricultural and Processed Food Products Export Development Authority
(APEDA).

Moreover, Indian Food Processing Industry has exported schedule products,

floriculture and seeds, fruits and vegetables, processed fruits and vegetables,
livestock products, other processed foods and cereals worth US$ 6.53 billion from
2009-2010, according to APEDA.

Food processing share in manufacturing

India has been and is one of the world's major food producers but accounts for
less than 1.5 % of international food trade. This indicates vast scope for both
investors and exporters. In 1998, Indian Food exports stood at US $5.8 billion
whereas the world total was US $438 billion. The Indian food industries sales
turnover is Rs 140,000 crore annually as at the start of year 2000. The industry
has the highest number of plants approved by the US Food and Drug
Administration (FDA) outside the USA.

Food Processing Industry Top Leading Companies Food Processing Industry

ITC Limited

Parle Products Pvt. Ltd.

Agro Tech Foods

Amul

Perfetti India Ltd.

Cadbury India Ltd.

PepsiCo India Holdings

Nestle India Pvt. Ltd.

Britannia Industries Ltd.

Hindustan Lever Limited

Milkfood
MTR Foods Limited

Godrej Industries Limited

Gits Food Products Pvt. Ltd.

Dabur India Ltd.

Unilever

Conagra Foods

Nissin Foods

Walmart

Venky's

SHARE OF INDIAN FOOD PROCESSING INDUSTRY

Share in India’s food market 32%
Share in total employment 11.6%

Share in India’s exports 10.7%

Government Policies and Incentives

As food processing has an important role to play in linking Indian farmers to
consumers in domestic and international markets, the Ministry of Food
Processing Industries (MFPI) was set up in July,1988 to give an impetus to
development of food processing sector in India. The Ministry formulates and
implements the policies & plans for the food processing industries according
to the overall national priorities and objectives. It acts as a catalyst for
bringing in greater investment into the sector while guiding and helping the
industry and even creating a conducive environment for healthy growth of
the food processing industry. MFPI is making all efforts to encourage the
investment all across the value chain.

Government formed an export policy in 2019 to promote the growth of food

processing Industries

Objectives of export policy were –

 To double agricultural exports from present ~US$ 30+ Billion to ~US$

60+ Billion by 2022 and reach US$ 100 Billion in the next few years
thereafter, with a stable trade policy regime.
 To diversify our export basket, destinations and boost high value and
value added agricultural exports including focus on perishables.
 To promote novel, indigenous, organic, ethnic, traditional and non-
traditional Agri products exports.
 To provide an institutional mechanism for pursuing market access,
tackling barriers and deal with sanitary and phytosanitary issues.
 To strive to double India’s share in world agri exports by integrating
with global value chain at the earliest.
 Enable farmers to get benefit of export opportunities in overseas
market.

Major industries constituting the food processing industry are grains, sugar,
edible, oils, beverages and dairy products.

Nestle Industry Analysis

In response to the current trend in the food processing industry, Nestle has
focused its core competencies toward advancing health and nutrition.
Illustrated by its tagline, Good Food Good Life, Nestlé’s stated goal is to be
recognized globally as the leader in nutrition, health, and wellness. This is
accomplished by Nestlé’s attempt to promote its nutritional value in its
products and to expand into new areas of nutritional food- and food-based
products. Nestlé’s creation of the Nestle Health Science Company further
demonstrates its commitment to nutrition, health, and pharmaceutical foods
(Nestle Health Science). This wholly-owned subsidiary operates under the
objective to bridge the gap between pharmaceuticals and food and
untangling the accessibility of food, drugs, and disease. The main driver in the
food processing industry is technological innovation. In addition, in order to
maintain its leading global position, Nestle has a notably huge R&D budget of
$2 billion which is invested in new food technologies for chilling, dehydrating,
and freeze-drying (DuBois). In sum, Nestle has a clear competitive advantage
over its competitors, allowing the company to be an impressive leader in the
industry and to dominate markets.

COMPANY PROFILE
Nestle is the largest food company in the world, in terms of revenue. It is a
Swiss Company established in 1866 by its founder Henri Nestle. While its
main foray is foods and drinks, it has hundreds of products, nearly 2000.
Some of its most famous products and brands include Maggi, Kit Kat,
Nespresso, Nescafe, etc.

The overall turnover for Nestle was approx 90 billion Swiss Franc in 2016. It
operates 418 factories in 86 countries, employing nearly 339,000 people
worldwide. Its products are available in 191 countries of the world.

Nestle also is a leading researcher in the field of nutritional sciences. It

invests nearly 1.5 billion Francs yearly on research and development. Nestle
had 17 R&D and Testing centers worldwide in October, 2018.
Philosophy:
Nestle has a very simple and memorable mission – “Good Food, Good Life”.
This mission encapsulates it’s an entire formula for such immense success –
providing the most delicious and nutritious food and beverages to its
customers, in a wide category of choices.

Mission:

Positively influence the social environment in which we operate as

responsible corporate citizens, with due regards for those environmental
standards and societal aspirations which improve quality of life.

Vision:

To be a leading, competitive, nutrition, health and wellness company

delivering improved shareholder value by being a preferred corporate citizen,
preferred employer, preferred supplier selling preferred products.

Portfolio
Nestle has a large variety of different products and brands in its portfolio. Let
us just take a look at the few important ones,

 This sector was launched in 1986. It allows customers to make their

perfect cup of coffee. This includes Nescafe, Nescafe Gold, Nescafe
Classic, Nescafe Decaff, etc.

 Nestle Waters: Nestle is one of the leading producers of bottled water. It

has nearly 100 plants for bottled water in 35 countries. Some of these
famous brands are Pure Life, Perrier, Vittel, etc.
 Cereal Partners Worldwide (CPW): This is Nestle’s joint venture with
another major food company – General Mills. They produce breakfast
cereals and baby food products like Cerelac, Cookie Crisp, Gerber, etc.

 Nestle Health Science: Nestle has been one of the pioneers in nutritional
sciences. They produce foods such as Boost, Meritene, Nutrin Junio, etc
to promote pediatric care, brain health, etc.

After more than a century-old association with the country, today NESTLÉ
India has presence across India with 8 manufacturing facilities and 4 branch
offices.

NESTLÉ India set up its first manufacturing facility at Moga (Punjab) in 1961
followed by its manufacturing facilities at Choladi (Tamil Nadu), in 1967;
Nanjangud (Karnataka), in 1989; Samalkha (Haryana), in 1992; Ponda and
Bicholim (Goa), in 1995 and 1997; and Pantnagar (Uttarakhand), in 2006. In
2012, NESTLÉ India set up its 8th manufacturing facility at Tahliwal (Himachal
Pradesh).

The company continuously focuses its efforts to better understand the

changing lifestyles of India and anticipate consumer needs in order to
provide taste, Nutrition, Health and wellness through its product offerings.
The culture of innovation and renovation within the Company and access
to the NESTLÉ Group's proprietary technology/Brands expertise and the
extensive centralized Research and Development facilities gives it a
distinct advantage in these efforts. It helps the Company to create value
that can be sustained over the long term by offering consumers a wide
variety of high quality, safe food products at affordable prices.
NESTLÉ India manufactures products of truly international quality under
internationally famous brand names such as NESCAFÉ, MAGGI,
MILKYBAR, KIT KAT, BAR-ONE, MILKMAID and NESTEA and in recent
years the Company has also introduced products of daily consumption
and use such as NESTLÉ Milk, NESTLÉ SLIM Milk, NESTLÉ Dahi and
NESTLÉ Jeera Raita.
NESTLÉ India is a responsible organisation and facilitates initiatives that
help to improve the quality of life in the communities where it operates.
Nestle India is a secondary of Nestle S.A. The company has attendance across India
with 7 manufacturing facilities and four branch offices extend across the region. The
four branch offices in the country help facilitate the sales and marketing of its products.
They are in Delhi, Mumbai, Chennai and Kolkata.

The company’s four factories were awarded the internationally predictable external
certification ISO 14001 for adherence to environmental processes and OSHAS 18001
for Health and Safety. In the year 2008, the company launched Nestle Nesvita Pro-
Heart Milk with Omega-3 in Mumbai. Nestle Nesvita Pro-Heart is part of daily diet and
has Omega-3 heart friendly nutrients scientifically known to help manage cholestrol.
As part of their ongoing dedication to offering best in class nutrition products to Indian
consumers, the company launched NESTLE NAN 3, a follow-up formula for older
infants. During the year, MAGGI PICHKOO Tomato Ketchup was launched in a unique
easy to handle day pack to drive affordability, taste and convenience for a larger
number of consumers.

Milestones achieved
CNBC Awaaz Consumer Awards has honoured Nescafe as the most preferred coffee
brand.

Business India has rated Nestle India as No.1 on Return On Capital Employed

amongst Super 100 companies.

In 2011-2012 Nestle India was awarded the ‘Best Exporter of Instant Coffee’, ‘Highest
Exporter to Russia and CIS”, ‘Highest Exporter to Far East Countries’.

Recent developments
The company has introduced products in milk segment for daily consumption and use
such as Nestle Milk, Nestle Slim Milk, Nestle Fresh ‘n’ Natural Dahl and Nestle Jeera
Raita.

Growth of nestle
In 2008 profit growth are increase 29.06%, in 2009 profit growth are increase 22.64%,
in 2010 profit growth are increase 24.99%, in 2011 profit growth are increase 17.45%,
in 2011 profit growth are increase 11.06%.

In 2008 sales are increase 23.40%, In 2009 sales are increase 18.62%, In 2010 sales
are increase 21.94%, In 2011 sales are increase 19.76%, In 2011 sales are increase
10.83%.

Nestle company continues to maintain high operating margins at around 21%. We

believe low volume growth resulted from lower off-take by canteen store departments,
which sustained to result in slower growth across industry. Depreciation provisioning
has increased by approximately 86% due to aggressive capacity addition by the
company in the last one year. 

The lower net profit growth is also due to a reduction in the tax benefits enjoyed by the
company at its Pantnagar plant in the March 2012 quarter. net profits expanded just 9
per cent in the March 2012 quarter; growth in the March 2011 quarter stood at 27 per
cent.

The Nestle scrip closed at Rs 4,938.10 up by 0.92% while the Bombay Stock
Exchange marginally declined by 0.33% to close at 17,151.29.

In 2010 operating profit are 1015.39 crore, In 2011 operating profit are 1245.42 crore,
In 2012 operating profit are 1537.96 crore. Nestle company every year increase the
profit because of the customer are purchased from the different product in the market.
Customer are satisfied for the all the products.

 
Nestle Nescafé
We are engaged in offering Instant Nescafe Premix, which is prepared by just adding
hot water. It is instant to prepare, and additional sugar or milk is not required. We
procure these instant Nescafe premix from reliable vendors of the market, keeping in
mind the varied requirements of our clients. These are made using perfect proportions
ensuring rich taste and pleasant aroma

Marketing department
Product:
Milkmaid

Lacto gain

Nestle cerelac

Nestle Nescafe

Nestle munch

Nestle kitkat

Nestle magi

Nestle nestogen

Distribution channel:
manufacturer

agent

distributor

retailer
end customers

Segmentation:
Geographic segmentation:
It is compare the spending levels, income levels, employment levels and buying
lifestyle.

Demographic segmentation:
This refers to ways of separating people according to age, gender and income.

Psychographic segmentation:
There are no. of important issue to not regarding the use of socio – economic groups.
They refer to the head of household. They do not refert to income levels.

Behaviouristic segmentation:
It is considered consumer behavior patterns.

SWOT ANALYSIS
Strengths in the SWOT Analysis of
Nescafe:

Brand Equity: Nescafe’s brand value is $17.4 billion and is the largest brand
in the Swiss giant portfolio. Also, it is the brand of Nestle so it also possesses
a strong financial backing and availability of resources.

Quality: Nescafe is a good quality product and has managed to stay away
from controversies. They have stringent quality control techniques and have
managed to develop a strong bond with its customers.

Diversity: It possesses a large diversity in terms of tastes, the strength of

coffee content and types of coffee beans used in the production. This gives
them a large variety of products to suit different tastes of customers.
Excellent Promotional Campaign: Their promotional campaigns have
always remained popular. They have gained visibility very quickly. They
touch the strings of heart perfectly. Their advertisements are meant for
common people and resonate with their daily problems.

Economies of scale: They are quite simply the largest coffee brand in the
world. Furthermore, they are from the house of Nescafe due to which they
enjoy the enormous resources at their disposal. They use the same distribution
channel which exists for Nescafe and hence their expenses on distribution are
very less also. Nestle has a good ROI and margin due to the economies of
scale,

The Nescafe jingle: Nescafe has one of the most loved advertising jingle.

Weaknesses in the SWOT analysis

of Nescafe:

Health Consciousness: People who are more considerate about health they
tend to move away from caffeine content drinks.

Indirect competition: Indirect competition like Tea, carbonated drinks and

other beverages takes a lot of market share from Nescafe. It is widely accepted
in USA because USA is a coffee drinking country. But there are many other
countries where Tea is preferred over coffee.

Opportunities in the SWOT analysis

of Nescafe:

Tie-ups: It can tie-up with different corporate, educational institutes and other
public enterprises to gain market share and drive profits.

Growth in Public income: The income of people is constantly on a rise and

they tend to move towards premium taste which is coffee in the beverage
category. So they have a potential customer base who might want to move
towards this drink.

Biscuits: Nescafe can plan on biscuits or cookies which can be sold with the
coffee or which goes very well with the coffee flavor. They can also make
these biscuits as premium biscuits in the market.

Threats in the SWOT analysis

of Nescafe:

Direct Competition: In India Bru is the market leader in the beverage category
and is giving a hard time to Nescafe. This competition is getting more and
more intense with other brands growing as well like Tata Coffee etc.

Cocoa Problems: The cocoa farmers are facing serious problems in

cultivation and selling their produce. These problems might hamper
companies like Nescafe which is driven by cocoa cultivation.

LITERATURE REVIEW
According to Wheeler, “Advertising is any form of paid non-personal
presentation of ideas, goods or services for the purpose of inducing people to
buy”.

According to William J. Stanton, “Advertising consists of all the activities

involved in presenting to a group a non-personal, oral or visual openly
sponsored message regarding a product service or idea. This message is called
on advertisement is disseminated through one or more media and is paid for
by an identified sponsor.”

Verdon et al (1968), while studying the relationship between advertising and

aggregate demand found that advertising have a positive relation with
aggregate demand.
Abraham and Lodish (1990) believe that advertising effectiveness has to be
captured by the additional sales of a product over and above those that would
have happened in absence of any advertising or promotion.

Erdem and Keane (1996) observed that “the higher the advertising
frequency, the higher the brand choice probability”.

Abhilasha Mehta (2000), in his research topic “Advertising attitudes and

advertising effectiveness” had analysed that buying interest of the consumers
are based on how much the consumers are liking to look an advertisement, the
value of the advertisement for the brands advertised and how informative or
truthful an advertisement is.

Apurva Ashok Patel (2003), The advertising of nescafé in India is targeted at

the upper-middle class, since Nescafé is a premium brand and known
internationally through their brand name image. The advertising here is an
adaptation of the much awarded international campaign “open up”. Part of
Nescafé’s successful innovation has to do with the timing of their Ads.
Nescafé specifically telecasts its advertisement either immediately before or
immediately after popular soap operas, renowned serials, and other trendy
programmes on television to catch maximum attention of the viewers.

ED Keller, Brad Fray (2009) Around 20 percent of Word of mouth about

brands involves mentioning paid advertising as the source of the information.
This suggests a conservative estimate that at least 20 percent of Word of
Mouth occurs because of advertising.

Dr. Naveen Kumar, Kirti Singh (2011) Consumers are highly influenced by
advertising in their preference for the brand. The mean value of the
consumer’s preference for Nestle is 4.36 which is the highest in comparison to
various brands. The major reasons for this preference are its attractive
advertising policies and rich quality. The survey reveals that TV
advertisements of Nestle influence the buying of consumers the most. The
creative presentation and language of TV advertisements of Nestle are
successful to convey message, emotion, value system regarding the product.
The study clearly reveals that the advertisement has its impact on buying
behaviour of consumers.
Adekoya Olusola (2011), the role of advertising on the sales volume of a
product is very important because oftentimes consumers’ decisions as regards
what to buy is motivated by what has been seen heard of or practically used.

Mazzini Muda, Rosidah Musa, Rozita Naina Mohamed, and Halimahton

Borhan (2013) the research hypothesizes that celebrity credibility (comprising
of attractiveness, trustworthiness and expertise) and advertisement credibility
will positively affect three traditional measures of advertising effectiveness –
attitude toward the advertisement, attitude toward the brand and purchase
intention. The findings revealed that both, celebrity credibility and
advertisement credibility had positive impact on attitude toward the
advertisement and attitude toward the brand.

RESEARCH METHODOLOGY
Research Problem
A research problem is a statement about an area of concern, a condition to be
improved, a difficulty to be eliminated, or a troubling question that exists in
scholarly literature, in theory, or in practice that points to the need for
meaningful understanding and deliberate investigation. In some social science
disciplines the research problem is typically posed in the form of a question. A
research problem does not state how to do something, offer a vague or broad
proposition, or present a value question.

The purpose of a problem statement is to:

1. Introduce the reader to the importance of the topic being studied.

2. Places the problem into a particular context.
3. Provides the framework for reporting the results.

As a Researcher I want to propose a study on identifying the impact of

advertising effectiveness of Nescafé on customers in Kanpur.

1. Are the advertisements of Nescafé effective enough?

2. Does advertising campaign help in brand recall of Nescafé?
Research Objective
Research Objectives describe concisely what the research is trying to achieve.
They summarize the accomplishments a researcher wishes to achieve through
the project and provides direction to the study. They are the points of finding
information from certain types of research. The main purpose of research
objectives is to tell the readers what the researcher wishes to achieve through
the study. Research objectives tells the direction of research and in addition
points out the possible problems of the study. the Questions and subjects are
the key factors for determining the objectives of research. A research objective
must be achievable.

To Understand the most effective media for advertisement of Nescafé

coffee.

To assess the likeability and perception of customers towards the

advertisements of Nescafé.
RESEARCH DESIGN
Research design constitutes the blue print for the collection, measurement, and
analysis of the data. It includes sampling plan, designing of the instrument
(survey, Questionnaire, case study, etc.), data collection plan, and pilot testing.

Essentials of Research Design

 It is an activity and a time based plan.

 A plan is always based on research questions (More questions, the
better the plan will be).
 It is a guide for selecting resources and types of information.
 It is a framework for specifying relationship between the variables.
Defining the type of variables such as dependent, independent,
moderating variables, etc.

Types of
Research Design

Exploratory Conclusive
Research Design Research Design

Descriptive Causal Reseacrch

Research Design Design

Longitudnal Cross-Sectional
Research design Research Design

Single Cross- Multiple Cross

Sectional sectional
Research Design Research design

Descriptive type of research design is that which

describe and explain the conditions of the factors
involved in the study. It describes the characteristics
of the population or phenomenon that is being
studied. It compares and test these factors through
questionnaires and surveys. Hence, My Research
design is Descriptive in nature.

Sampling

Sample Unit: Each and every member of sample is called sampling unit.
Population: It refers to group of people or objects that form the subject of
study in a particular survey and are similar in one or more ways.

Population here is the number of residents in Kanpur.

Sample Size: Sample size is taken to be 35 respondents.
Sample Design: Probability Sampling
Sampling Technique: Convenience
Area of study: Kanpur, Uttar Pradesh
Statistical tool Applied: Percentage Analysis
Data Collection
Data Type
Data collection methods: The source of data includes primary and
secondary data sources.

Primary data: Primary data has been collected directly from sample
respondents through questionnaire.

Secondary data: Secondary data collected from textbooks, Newspapers,

magazines, and Internet sources.

Description of Questionnaire
A questionnaire is a research instrument consisting of a series of questions for
the purpose of gathering information from respondents.

The Questionnaire in this report provides a means for collecting responses

regarding the effectiveness of Advertisements created by Nescafé for
promoting the sales of its coffee product.
 Respondent’s classification according to their age
Age (in years) No. of respondents Percentage
15 - 20 21 60
21 - 40 11 31
41 - 60 3 9
Total 35 100

Age (in years)

9%

15 -20
21 - 40
31% 41 -60

60%

Inference:

Above chart reveals that 60% of the respondents are in the age group of 15-20,
31% are in the age group of 21-40, and 9% are in the age group of 41-60.
 Gender No. of respondents Percentage
Male 22 63
Female 13 37
Others 0 0
Total 35 100
Respondent’s classification according to their gender.

Gender

37% Male
Female
Others

63%

Inferences:

Above Chart reveals that 63% of the respondents are males, 37% of them are
females, and 0% are others.
 Income (in Rupees) No. of respondents percentage
Below 15,000 28 80
15,000-30,000 4 11
30,000-60,000 1 3
Above 60,000 2 6
Total 35 100
Respondents classification according to their income.

Income (in Rupees)

6%
3%

11%
less than 15,000
15,000-30,000
30,000-60,000
Above 60,000

80%

Inferences:

Above chart reveals that 80% of the respondents have income below 15,000,
11% of them have income between 15,000-30,000, 3% of them have income
between 30,000-60,000, and 6% of them have income above 60,000.
 How often do you consume coffee?
Particulars No. of respondents Percentage
Once in a day 12 34
Twice in a day 7 20
More than twice in a 4 12
day
Not regularly 12 34
Total 35 100

34% 34%

Once in a day
Twice in a day
More than twice in a day
Not regularly

11%
20%

Inferences:
Above chart reveals that among 35 respondents, 34% consume
coffee once in a day, 20% of them consume it twice in a day,12%
more than twice, and 34% consume it irregularly.
 Coffee Advertisements are essential.
Particulars No. of respondents Percentage
Agree 17 48
Somewhat agree 8 23
Neutral 9 26
Somewhat disagree 0 0
Disagree 1 3
Total 35 100

3%

26%

Agree
Somewhat agree
49% Neutal
Somewhat disagree
Disagree

23%

Inference:
Above chart reveals that among 35 respondents, 48% of respondents
agree that coffee advertisements are essential, 23% of them slightly
agree, 26% are neutral, 0% slightly disagree, and 3% show
disagreement with the statement.
 How familiar are you with Nescafé coffee?
Particulars No. of respondents Percentage
Extremely familiar 16 46
Very Familiar 12 34
Somewhat familiar 5 14
Not so familiar 2 6
Not at all familiar 0 0
Total 35 100

6%

14%

Extremely familiar
46% Very familiar
Somewhat familiar
Not so Familiar
Not at all familiar

34%

Inferences:
Above chart reveals that among 35 respondents, 46% of the
respondents are extremely familiar with Nescafé brand,34% of them
are very familiar, 14% of them are somewhat familiar, 6% are Not
so familiar, and 0% respondents are not at all familiar.
 Through which media have you seen the advertisements of
Nescafé?
Particulars No. of Respondents Percentage
Newspapers, Television, 2 6
Others (NTO)
Newspaper and Television 5 14
(NT)
Television (T) 24 68
Television and Others (TO) 2 6
Newspaper, Television, and 2 6
Magazines (NTM)
Total 35 100
6% 6%
6%

14%
NTO
T
NT
TO
NTM

69%

Inferences: Above chart reveals that among 35 respondents, 6% of the

respondents have seen advertisements of Nescafé in Newspapers, Televisions,
and others. 68% have seen the advertisements on Television only, 14% have
seen it on Both Newspaper and Television, 6% have seen it on Television and
others, 6% have seen it on Newspaper, Television, and Magazine.
 On Which media should the coffee advertisement be shown?
Particulars Count
Newspapers 7
Television 27
Magazines 4
Social Media 17
Billboards 3
Others 3

others

Billboards

Social Media

Magazines

Television

Newspapers

0 5 10 15 20 25 30

Inferences:
Above Bar graph reveals that 7 respondents are of the opinion that Nescafé
advertisements should be shown in Newspapers, 27 respondents suggest
Television, 4 respondents suggest Magazines, 17 respondents suggest social
media, 3 respondents suggest Billboards, 3 respondents suggest Other media
vehicles.
 Do you like advertisements of Nescafé?
Particulars No. of Respondents Percentage
Yes 35 100
No 0 0
Total 35 100

Yes
No

100%

Inferences:
Above chart reveals that among 35 respondents, 100% of the respondents like
the advertisements of Nescafé and 0% of them dislike the advertisements of
Nescafé.

Why do you like the advertisements of Nescafé coffee?

Particulars Count
Because of Famous 8
personalities
Because of good music 11
Because of Values 22
Shown
Others 2
 Others

Because of Values shown

Because of good music

Because of famous personalities

0 5 10 15 20 25

Inferences:

Above chart reveals that 8 respondents like Nescafé advertisements because

of famous personalities, 11 respondents like them because of good music, 22
respondents like them because of values shown, 2 respondents like them
because of other reasons.
 Nescafé Advertisements are memorable.
Particulars No. of Respondents Percentage
Agree 22 63
Somewhat agree 5 14
Neutral 6 17
Somewhat disagree 0 0
Disagree 2 6
Total 35 100

6%

17%

Agree
Somewhat agree
Neutal
Somewhat disagree
Disagree
14%
63%

Inferences:
Above chart reveals that among 35 Respondents, 63% agree that Nescafé
Advertisements are memorable, 14% slightly agree, 17% stay neutral, 0%
slightly disagree, and 6% disagree.
 Nescafé advertisements are eye-catching.
Particulars No. of Respondents Percentage
Agree 17 48
Somewhat agree 10 29
Neutral 7 20
Somewhat disagree 0 0
Disagree 1 3
Total 35 100

3%

20%

Agree
Somewhat agree
49% Neutral
Somewhat disagree
Disagree

29%

Inferences:
Above chart reveals that among 35 Respondents, 48% agree that Nescafé
Advertisements are eye-catching, 29% slightly agree, 20% stay neutral, 0%
slightly disagree, and 3% disagree.
 Nescafé Advertisements match with the company’s image.
Particulars No. of respondents Percentage
Agree 14 40
Somewhat agree 16 46
Neutral 4 11
Somewhat disagree 1 3
Disagree 0 0
Total 35 100

3%

11%

40%
Agree
Somehwhat agree
Neutal
Somehwhat disagree
Disagree

46%

Inferences:
Above chart reveals that among 35 respondents, 40% agree that Nescafé
advertisements match with the company’s image, 46% slightly agree, 11%
stay neutral, 3% slightly disagree, and 0% disagree with the statement.
 Do you remember the slogan or tagline of Nescafé?
Particulars No. of Respondents Percentage
Yes 15 43
No 10 28
Somewhat 10 29
Total 35 100

29%

43%
Yes
No
Somewhat

29%

Inferences:
Above chart reveals that among 35 respondents, 43% remember the tagline of
Nescafé, 28% do not remember, and 29% somewhat remember it.
 Does the presence of famous personalities in the advertisement
affect your choice of brand?
Particulars No. of Respondents Percentage
A lot 5 14
A moderate amount 11 32
A little 12 34
Not at all 7 20
Total 35 100

14%
20%

A lot
A moderate amount
A little
Not at all
31%

34%

Inferences:
Above chart reveals that among 35 respondents, 14% say that the presence of
famous personalities in the advertisements affects their brand preference a lot,
32% say that they are affected moderately, 34% say that they are affected a
little, and 20% say that they are not at all affected.
 Does Nescafé Advertisements affect your consumption of
Coffee?
Particulars No. of Respondents Percentage
Yes 21 66
No 14 34
Total 35 100

40%

Yes
No

60%

Inferences:
Above chart reveals that among 35 respondents, 60% say that Nescafé
advertisements affect their advertisements affect their consumption of coffee,
40% say that it does not affect them.
 Do you feel satisfied with the quality of product shown by the
Nescafé coffee advertisements?
Particulars No. of respondents Percentage
Extremely satisfied 12 34
Quite satisfied 13 37
Somewhat satisfied 10 29
Somewhat dissatisfied 0 0
Quite dissatisfied 0 0
Extremely dissatisfied 0 0
Total 35 100

29%
34%

Extremely satisfied
Quiet satisfied
Somewhat satisfied
Somewhat dissatisfied
Quite dissatisfied
Extremely dissatisfied

37%

Inferences:
Above chart reveals that among 35 respondents, 34% are extremely satisfied
with the product quality shown in advertisements and its real quality, 37% are
quite satisfied, 29% are somewhat satisfied.
 How would you compare Nescafé advertisements with
competing advertisements for similar products?
Particulars No. of respondents Percentage
Much better 9 26
Better 18 51
About the same 7 20
Worse 1 3
Much worse 0 0
Total 35 100

3%

20% 26%

Much better
Better
About the same
Worse
Much worse

51%

Inferences:
Above chart reveals that among 35 respondents, 26% are of the view that
Nescafé Ads are much better than the competitors’ Ads, 51% believe Nescafé
Ads are better, 20% believe it to be about the same as competitor’s, 3% say
that Nescafé Ads are worse than the competitors’ Ads.