CHAPTER : 1

INTRODUCTION

1
1.1: INTRODUCTION
Television advertising refers to the process of creating and airing commercials on
television with the aim to promote a product or service.
TV advertising is one of the most common and effective ways to reach consumers.
This is because it offers a wide reach, frequency, and impact.
While OTTs and digital content are now competing for attention with the TV industry,
TVs are still the dominant medium for advertising.
In fact, an average person spends around 4 hours watching TV each day. This provides
advertisers with many opportunities to get their message in front of potential
customers. Television advertising works by interrupting the programming that viewers
are trying to watch. Most commercials are between 15 to 60 seconds, which means
they can be quite intrusive as multiple ads are typically aired during a single TV show.
While this may seem like a negative aspect for television users, it’s actually one of the
things that help TV channels make money.

There are many different ways to create a television commercial. Advertisers can
produce their own ads or work with an advertising agency and production house to
develop the creative. Once the commercial is created, it needs to be scheduled on a
TV channel. This is typically done through an advertising agency or media buying
firm.
1.2: STATEMENT OF THE PROBLEM

Advertising has been an inevitable marketing tool to manufacturers.this research

intend to find out if television advertisement has effect on consumer buying behaviour
of the product, to take a look at the factors that influence their behaviour and strength
of such behaviour.
The major various of interest in this study is the consumers behaviour and loyalty
towards the advertisement.
The problem therefore is to examine the importance of television advertising on
loyalty consumers and consumer purchase behaviour.

2
1.3: SCOPE OF THE STUDY

The study has been carried out to find out the effects of television advertising
in consumer behaviour.the study deals with only the people of the areas of
kasaragod.

1.4: SIGNIFICANCE OF THE STUDY

share, brand awareness and sales revenue. It allows brands to reach mass audiences
and target specific viewing groups in a trusted environment that remains a fixture in
our daily routines. TV sponsorship is an impactful platform for driving frequency.
This makes it perfect for reinforcing a marketing message, or repositioning a brand. It
creates prestige, trust and fame, whilst allowing brands to forge associations with
popular programming, TV channels, genres and segments.

1.5: OBJECTIVE OF THE STUDY

advertising is the most effective tool available to businesses pursuing greater market

1. To study the effects of television advertising in consumers

2. To study how loyal the television advertising create the consumer
behaviour
3. To examine the popularity of the television advertisement
4.To analysis the effectiveness of the
advertisements of cosmetic products.

1.6: RESEARCH METHODOLOGY

Data Collection :-
Primary data were collected from the respondents through systemacticly prepared
questionnaire in google form then electronically summarized the results through
SPSS. secondary data were collected from books, websites and journals.
Research Design :-

3
This study is descriptive in nature. It includes surverys and fact finding enquiries of
Different kind.the major purpose is to study on effects of television advertising on
Sample Size :-
Sample size of the study is 100 respondents.the people of the areas of the kasaragod
municipality are selected for the study.

1.7: LIMITATIONS OF THE STUDY

1. The respond of the respondents may or may not be bias

2. The study is limited to the areas of kasaragod
municipality.
3. Data collected electronically. There is no interview is being conducted

1.8: CHAPTERIZATION

Chapter 1 - Indroduction
Chapter 2 - Review of literature
Chapter 3 — Theoretical Framework
Chapter 4 — Data analysis and interpretation
Chapter 5 - Findings, suggestions and conclusion

4
 CHAPTER : 2
REVIEW OF LITERATURE

5
2.1: REVIEW OF LITERATURE:-

Chang, Angela Ya-Ping (2017) studied the Effects of Sales Promotion on Consumer
Involvement and Purchase Intention. The study results present the significant
correlations between Sales Promotion and Consumer Involvement, Consumer
Involvement and Purchase Intention, and Sales Promotion and Purchase Intention.
Gopisetti, Rambabu (2017) attempted to study the factors afaffectingth mere Buying
Behaviour towards selected Personal Care Products. Television is a powerful tool for
spreading the information of brands to the final consumers.
Asha K (2016) focused on the impact of advertisement on buying behavior of
consumers towards FMCG. The marketers have realized the prospective in the
market, which has become serious for them, be it for a branded shampoo or an
automobile. Today, television has made the customer in a rural area quite literate
about countless products that are on offer in the marketplace. Media plays a pivotal
role in the Penetration of goods like cosmetics, mobile phones, glossaries, other
FMCG products, etc. Awan, Abdul Ghafoor (2016) attempted to find out how much
advertisement brings an effect on the consumer’s buying behavior concerning
FMCGs. The study indicated that robust because the evidence shows that television
advertisements have a significant impact on consumers’ buying behavior and their
choices
Nabi, Kamalun (2016) studied the television advertisements on he behavior of the
consumers towards fast-moving consumer goods and aimed to generate the perception
and awareness of people about the (FMCG) brands. The results proposed that people
change their brand to try the new brand and also proposed that consumer behavior
changed to the type of income and males were more receptive to the advertisement in
comparison to females.
Malik, Garima (2015) attempted to study the television Advertisement and Sales
Promotion impact the on FMCG Sector in India and the overall potential of the
market. Due to the social and backward condition, personal selling efforts have a
challenging role to play in this regard. The word of mouth is an important message
carrier in rural areas. The low rate of finance availability has also increased the
affordability of purchasing the costly products by the rural
.people. Marketers should understand the price sensitivity of a consumer in a rural
area.

6
Punniyamoorthy, R (2015) explored the role of an advertisement on attitudes towards
buying behavior. This study exposed that advertisement attracts preference and
choices to influence consumer buying behavior and to know the impact of
advertisements on consumer behavior in fast-moving consumer goods, specially
packed foods. The study also aimed to find out the effective media of advertisement.
Kejriwal, Rachana (2014) aimed to explore the role of advertisement expenses by the
company which leads to an increase in the sale of the company and the profit of the
company which in turn increases the overall growth of the company. The study results
exposed that advertisement attracts towards the preference and choices to influence
the consumer buying behavior and ultimately leads the sales of the company to grow.
Television Advertisement expenses influenced the consumers and increase the sales of
the company
Sonkusare, Geeta (2013) studied the different factors which influenced buying
behavior, their satisfaction with advertising strategies in FMCG products, their
monthly expenditure, etc. of women. Though the different media spread awareness
television advertising plays a vital role in buying behavior of consumers.
Rasool, Muhammad Sajid (2012) conducted to find out the effects of advertisements
on user behavior and aimed to get the perception and awareness of people about the
(FMCG) toothpaste brands. The study proposed that people change their brand forty
the new brand and also proposed that consumer behavior changed by the income and
males are more like the advertisement rather than the female. The behavior of the
consumer could be changed by the advertisement but expensive products and
repetition of advertisement cannot be changed the purchase decision.
Development in business has prompted. (Vinod Kumar Bishnoi, 2009). In times past
advertisers utilized distinctive signs and pictures to showcase their things and what is
more to create attentiveness for the purchasers. With the progression and innovation
advancement currently associations centre to utilize print and electronic media
immoderately. Utilization of varied showcasing special methodologies has been
recognized as a strong instrument for creating attentiveness among the customer
world. Among them is that the notable big-name reference to the precise whole. In
making nations wherever most of the world sleep in remote zones; the impacts of tv
(TV) notice are especially high. basically, it impacts kids and their conduct within the
public arena. (Guolla, 2011).

7
An investigation by (Ansari and Joloudar, 2011) The hopeful impact of TV industrial
was anticipated on its thought towards the ad, enthusiasm for the support of deed,
wish planned for getting, activity towards shopping for and patrons’ fulfilment
towards the bought item.
The associate investigation by (Jasmina Ilincic and Webster, 2011) A high impact was
found to obtain aim once a panjandrum comes up in an exceedingly TV ad and
supports a particular item. the 2 quantities of supports and big-name association
impact the buying conduct of shoppers. At the purpose, once customers have a solid
reference to panjandrum and see that he/she holds numerous brands then it contrarily
influences the obtain goal. Also, once they have a frail association their obtain
objective is swollen with totally different supports.
8
The organizations are encountering exceptional challenge and unfit to attract their
shoppers. Concentrating on these elements of advertisements facilitate the advertisers
to create their promotions a lot of enticing and accomplishing the boundlessly
essential objective of acquisition goal (Siddiqui, 2014).
As indicated by (Abideen and Saleem, 2011) "TV notice is that the ideal approach to
advance things and administrations before uncountable patrons" tv ad impacts the
buying conduct of the buyers with a viable and effective method .TV advertising will
be characterized as "any paid form of non-individual correspondence of thoughts or
things on the electronic media to finish client" (Bogdanovic, 2013).
Shopper buying conduct has reliably been of extraordinary enthusiasm to advertisers.
the educational of client buying conduct encourages the publicize to examine
however shoppers suppose, feel and choose from alternatives (Browne, Durrett, and
Wetherbee, 2004).

8
A purchaser's getting conduct is wedged by social, social, individual and mental
variables. an oversized portion of those variables square measure wild and past the
hands of advertisers but they need to be thought of whereas endeavouring to grasp
the advanced conduct of the patrons (Vani, Babu, and Panchanatham, 2011).
(Jolodar and Ansari, 2011). The significant purpose of TV promoting is to have an
effect on the customer getting conduct; even so, this impact is modified each
currently and once more with individuals' feelings and discernment. Feelings and
observation with relevancy a particular item comprise of these elements that
influenced customer mind as so much as its social qualities conjointly, convictions
(Romaniuk and Sharp, 2004).
The TV is viewed as a stimulating supply in showing the social estimations of any
general public (Abideen and Saleem, 2011).
Culture may be a piece and it covers all aspects of our lives from what we have a
tendency to eat to what we have a tendency to we have a tendency to and therefore
the manner during which we feel the others around us (Hyun, Kim, and Lee, 2011).
The antagonistic response of shoppers influences foursquare and by implication on
getting conduct on far away from individual determinants to getting thought
processes (Shin et al., 2011).
Diversion has been one in all the essential criteria for creating a promotion.
Excitement is employed as associate degree instrument to choose up the thought of
purchasers. associate degree intriguing and fascinating associate degreed is
guaranteed to be recalled by purchasers as hostile an exhausting one. during this
manner, it tends to be aforesaid that amusement builds the viability of promoting.
that's the rationale varied organizations square measure conducive a lot of money to
create notices that square measure amusing (Mandan, Hossein, and Furuzandeh,
2013).

9
Isadora Duncan associate degreed Lord Nelson (1985) directed an examination on
however diversion in promotion influences shoppers. They skint down 157 reactions
to business and located that partaking commercial will impact shoppers. It impacts
purchasers into tolerating and outlay the item (Duncan and Lord Nelson, 1985).
Along these lines, Yangtze River (2006) examined participating promotions and their
impact on client fulfilment and leave an impact on their social aims. A diversion has
been one in all the essential criteria for creating a promotion. Excitement is employed
as an instrument to choose up the thought of shoppers.
An intriguing and fascinating and is guaranteed to be recalled by purchasers as critical
an exhausting one. during this manner, it tends to be the same that amusement builds
the viability of promoting. that's the rationale various organizations are contributively
a large amount of money to create notices that are diverting (Mandan, Hossein, and
Furuzandeh, 2013).
Professional dancer And Viscount Nelson (1985) directed an examination on however
diversion in promotion influences shoppers. They stone-broke down 157 reactions to
commercial enterprise and located that participating commercial will impact shoppers.
It impacts purchasers into tolerating and spending the item (Duncan and Viscount
Nelson, 1985).
On these lines, Yangtze River (2006) examined participating promotions and their
impact on client fulfilment and leave an impact on their social aims. Alba and
Hutchison (1987) characterized recognition because the amount of item-related or
administration connected encounters that are assembled by the patron. These
connected encounters incorporate immediate and aberrant encounters, for instance,
introduction to ads, communications with salespersons, informal contact, preliminary
and utilization.

10
Johnson and Russo (1984) saw commonality as being like info. Johnson and Keller’s
(1988) have thought-about expertise adding to nature. Survey of the writing
demonstrates that information; expertise and nature are intently reticular.
In Jerome D. Scott's (1943) opinion the effects on advertising outlays upon profit and
liquidity are important considerations in setting outer limits for advertising. He also
describes that normally a time lag occurs between advertising outlay and sale results.
In his opinion the firm's resources set a real limit on advertising outlay. Analysing the
maximum extent up to which a firm can spend on advertising, Joel Dean (1951),
observes that the advertising expenditures for each product should be pushed to the
point where the additional outlay equals the profit from the added sales caused by the
outlay.
Martin Mayer (1958) puts forward three basic concepts with regard to a good
advertisement. In his opinion an advertisement must basically be a believable one.
Simple techniques, such as the use of pictures or diagrams also increase the
believability of the advertisement. Repetition is another key concept in the case of
advertising.
He suggests that it is better to have a long series of small advertisements than one
extremely large advertisement these acts as memory ticklers among the consumers.
The third concept put forward by him is the concept of the impression of message.

In his opinion messages should be clear, complete and attractive. Philip Kottler (1965)
opined that all the models so far developed by various scientists should be used in an
integrated manner in order to understand the consumer in general. In his opinion,
buying patterns are being influenced by price, quality, availability, service, style,
option and image.
Depending on the product involved, different variables and behavioural mechanisms
assume different degrees of importance in influencing the purchase decision process.
As per the National Readership Survey (1981) the newspaper - plays a prominent role
in India with regard to the advertisements despite the spread of radio and T.V. As per
the survey the national newspapers, particularly English language papers dominates
the advertising area.

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Siinivas and Bhatias (1982) study revealed that homemakers showed positive attitude
towards advertisements as an aid for selection of a product, and brand name and
packaging as guide for quality. Mr. Namasivayam (1988) in his study on "Impact of
advertisement and consumer preference of toilet soap” has focused that audio-visual
medium of advertisement is the catching point to inspire the potential customers in
selecting their brand of toilet soap. This study was conducted based on the socio-
economic and psychological factors.
Television is the source of the most widely shared set of messages and images in
our history (Gerbner, Gross, Morgan, & Signorelli, 1986). It has become the
primary common source of socialization and its mass-produced images and
messages "form the mainstream of a common symbolic environment" (Gerbner et
al., 1986, p.18).
Accordingly, television's chief function is enculturation, that is, to be a medium of the
socialization of most people into their cultural roles and standardized behaviours
(Gerbner & Gross,1976).
Nakamura (1989) study reported that industrial advertisements shown in television
were effective. Singal and Sehgal (1989) studied the factors influencing in the
selection of toilet soaps on 120 girl college students and revealed that advertisement
on T. V. were the most effective in influencing their selection, followed by media like
cinema, slides/short films, magazines, newspapers and retail shop displays.
Miglani et al (1991) conducted a study on the effect of different advertising media on
the purchase of household goods and revealed that all the respondents were exposed
to T.V. advertisements and television took the top rank for its effectiveness in the
purchase of household goods by all the income groups followed by magazine in high-
and middle-income groups.
Joon (1992) study on the effect of television advertisements on the purchasing
behaviour of homemakers revealed that 40 per cent of the respondents were
influenced by their advertisements. The factors such as good quality, earlier
experience, less consumption, cost and tv advertisements with the brand were
important in influencing the respondents to repeat the purchase of bran

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 CHAPTER : 3
THEORETICAL FRAMEWORK

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3.1: Theoretical framework

Introduction

For all types of studies, review of literature is essential, which helps to find out what
research studies have been conducted in one's chosen field of study and what remains
to do. In fact, review of literature begins with a search for a suitable topic and
continues throughout the duration of the research work. It is a path to find out what
other research in this area has uncovered. It is the process of locating, obtaining,
reading and evaluating the research literature in the area of the student's interest. It is
also a means to avoid investing problems that are already been positively answered.
The main reason for a full review of research in past is to know the outcomes of those
investigations in areas where similar concepts and methodologies had used
successfully. This chapter is basically divided in two part, one is conceptual review
and the other is review of relate studies.
Review of literature means reviewing research studies or other, relevant propositions
in the related area of the study so that all the past studies, their conclusions and
deficiencies may be know and further research can be conducted. The most important
reason of literature review is to learn not to collect. It helps to know many things to
researcher such as, what research has been done in the subject? What theories have
been developed? Methods, approaches used by other researchers, area of agreement or
disagreement etc.

3.2: History of Advertising

Archeologists have found evidence of advertising dating back to the 3000s BC;
among the Babylonians. The outdoor display, usually an eye-catching sign painted on
the wall of a building was one of the first known methods of advertising. Many such
signs were uncovered by archeologists, notably in the ruins of ancient Rome and
Pompeii. An outdoor advertisement excavated in Rome offers property for rent, and
one found painted on a wall in Pompeii calls the attention of travelers to a tavern
situated in another tow

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Advertising by 'word' of mouth is probably the earliest form of advertising, because
oral skills were developed before reading and writing. Advertising was given the
commercial status the day man entered into the process of exchange"(Agrawal;
2000:35).
Word of mouth praise of products was the way of advertising used in medieval times.
This gives rise to a simple but effective form of advertising, the use of so-called town
criers. The criers were citizens who read public notices aloud. Merchants also
employed these town criers to shout the praises of their wares. Even in Nepal, during
Rana Regime, town criers walked through the streets announcing the opening and
closure of gambling periods during the Laxmi Puja and other occasions. This form of
advertising was called 'Jhyali Pitne' in Nepali. 'Jhyali means a certain type of an
instrument that produces music and "pitne" means 'to beat'. This is so called because
the town crier beat the "Jhyali" while making announcement or informing the public.
The tow 'n criers were forerunners of the modern announcer who delivers radio and
television commercials.
Although graphic forms of advertising appeared early in history, printed advertising
made little headway until the invention of the movable type printing press by German
printer Johannes Guttenberg about 1450. This invention made this mass distribution of
posters and circulars possible. The first advertisement in English appeared in 1472 in
the form of a handbill announcing a prayer book for sale. Two hundred years later, the
first newspaper ad was published offering a reward for the return of 12 stolen horses.
Another major technological breakthrough in the field of advertising was the
invention of photography in the late 1880s. Prior to this invention, advertisements
were illustrated only by drawings. Photography adds credibility to advertisements as it
shows products as an artist visualizes them.
"During the 16th century, newspapers were the largest among the prints, and these
newspapers were in the form of newsletters. The first newsletter was started in 1622
in England. Latter half of the 16th century witnessed newspapers in the form of news
books and by the middle of the

15
17th century; there were special advertising periodicals. By 1675, newspaper
published excellent news books. By the end of 17th century, newspapers were well
established in England undertaking advertising on a regular basis" (Karl; 1999:42).
Advertising agencies initially focused on print. Then, a new powerful advertising
medium, radio started on Nov 2, 1920 in Pittsburgh, Pennsylvania. The introduction
of this broadcasting medium created new opportunities and by the end of the 1920s,
advertising had established itself in radio to such an extent that advertisers were
producing many of their own programmers. The early 1930s produced dozens of radio
dramatic series in America that were known. As sponsored by soap companies.
Though television had been introduced in 1940, it was not immediately embraced
because of the high cost of TV sets and the lack of programming. In the 1950s, the
American economy soared which lead to the rise in the sale of TV sets and the
advertising that paid for the popular new shows. Soon TV becomes the largest
advertising medium that surpassed radio as an advertising medium.
The tone of the advertising is also changing. No longer does advertising simply
present the product benefit. Instead it creates a product image.
The changes in advertising correspond with social, economic and political changes of
the country. There are so many advertisements of products and services on television
and in the popular press today which were not there only a few years ago. We can see
many advertisements of domestic airlines -like Necon air, Buddha air etc on Nepal
Television. There are many advertisements of cosmetic products, noodles etc. in mass
communication media like newspapers, radio etc. Before, people were not bombarded
with as many advertisements as seen today. Never before more have been so many
excellent advertisements about offering prizes by noodles like Wai-Wai, Mayos etc.
The face of Nepal has changed and people are more sensitive about the particular
types of products and services, which best satisfy their needs. Life styles are
changing. Advertisements

16
help people in their buying decision. Since people are faced with many products that
satisfy their particular need, decision making process has-become complicated. In this
regard, advertisements come to their rescue. People have started to take decision on
the basis of advertisements they preferred. For instance, some teenagers choose the
cosmetic that is well advertised from among other cosmetics which are not much
advertised. The importance of advertising is growing day by day and so does the field
of advertising. No one can predict what new forms of advertising may take in future.
The most recent advanced form is advertising through internet i.e., by creating
different websites in the internet etc.

3.3: Meaning of advertising

Advertising is a form of mass communication which is designed to promote the sale

of a product or service or a message on behalf of an identified sponsor. Most
advertising is designed to promote the sale of a particular product or service. However
some advertisements are designed to promote an idea or influence behavior such as
encouraging people to not use illegal drugs or smoke cigarettes, informing people
about family planning etc. Such type of advertisements is often called public service
ads (PSAs). Some advertisements are also made to promote an institution, such as the
Red Cross or Maiti Nepal and are known as institutional advertising. The basic
purpose of this type of advertising is to encourage people to volunteer or donate
money to the institution.
We can say that the basic purpose of advertising is to draw an attention of people
towards particular product, service or an idea. However, in today's world of
competition, it is not enough for the advertisements to draw the attention of buyers. -
They should be able to persuade the consumers to use the advertised product, service
or an idea. Then, only the goal of an advertisement is achieved.
"Advertising is any paid form of non personal presentation and promotion of ideas,
goods or services by an identified sponsor."
Advertisement consists of all the activities involved in presenting to a group, non-
personal, oral

17
or visual, openly "sponsored message regarding a product, service or idea. This
message called an advertisement, is disseminated through one or more media and is
paid for by the identified sponsor.
According to American marketing Association "Advertising is any paid form of non
personal presentation of goods, services or ideas for action, openly paid for by an
identified sponsor."
The above definitions include many features of advertising. Firstly, advertising is a
non- personal. There is not any kind of face to face interaction in advertising. Physical
presence of the sender is not required in advertising. The message is transmitted
through one or more than various types of mass communication media such as
television, radio or newspaper. Because of its impersonality, the audience does not
feel obliged to pay attention or respond. As such advertising cannot be as compelling
as company sales representative. However, advertising enjoys the advantage of mass
communication. In this regard, advertising is the most cost efficient method of
communication. It is an efficient way of reaching a large number of geographically
dispersed buyers at a low cost per exposure.
Secondly, advertising is sponsored by an identified sponsor. The sponsors may be
individuals, group or an organization. The sponsor who controlled the advertising is
identified. In other words, public knows the sponsor behind the advertising as they are
openly identified in the advertisements.
Thirdly, advertising is a paid form of promotion of ideas, goods or services. Payment
should be made by the sponsor to the media which carry the message. The spenders
not only include business firms but also museums, social organizations, professionals
etc. "Advertising is one of the most widely used promotion tools. It is used by
business, non-government organizations, charities and service institutions.'' Last but
not the least, advertising has a message. It carries a verbal or visual message. The
message, thus carried, is encoded by the sender and decoded by the receiver. In the
above mentioned definition of W.J. Stanton, there is a clear distinction between
advertising and advertisement. Advertisement simply is the message where as
advertising is a process which includes programming the series of activities which are
necessary to plan and prepare the message and present it to the target market.

18
Many experts believe that advertising has important economic and social benefits.
There are also some people who say that some advertising is deceptive or encourage
an excessively materialistic culture or reinforces harmful stereotype. However, the
majority of people believe it as an important buying guide.

Thus, advertising is a paid form of non-personal mass communication and promotion

of ideas, goods or services by an identified sponsor to the target market. And
advertising uses mass communication media as mentioned in the above last definition.

3.4: Specific Reasons for Advertising

The primary reason for advertising by any organization is to promote the sale of a
product or service. However there are many special and specific reasons for
advertising. Following are some specific reasons for advertising:
1. To announce the location of stockiest
2. To obtain stockiest
3. To educate consumers
4. To test a medium
5. To maintain sales
6. To challenge competition
7. To announce a new product or service
8. To expand the market to new buyers
9. To announce a modification
10. To announce a price change
11. To announce a new pack
12. To make a special offer
13. To invite inquires
14. To sell direct

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To announce trading results
Announcing a new product or service usually means a costly and dramatic launch. To
create a market for a product is not an easy job. The buying public is conservative,
skeptical and is hard to shift from established habits. The advertising has to be bold,
dramatic, persuasive and convincing to promote something new. A long term
campaign of advertising is required instead of a solitary big splash. The advertising
should be persistent and insistent for the new product to create the market.

Manufacturers also use advertising to expand the market to new buyers. Since, the
products already have ‘some' market; the advertising is likely to have greater impact.
People are frank jerkins, advertising already aware of the products. The products have
already been proved in professional, commercial or some other accepted use. The
advertising used by the advertiser is more persuasive rather than informative in this
case.

An existing product is sometimes modified. It may be given a 'face lift' with an

additive, a new finish or casing such as a new pack or container etc. The product is
advertised to announce a modification with an attempt to revive the sale of a product
because of competition.

Advertisement announcing a price change is more common form. We can see many
examples of these types of advertisements during festival festive discounts and hence
change in price.

Some advertisements announce a new pack sometimes; a manufacturer may update a

very old- established and probably old fashioned container. At that time, it is
necessary to promote the product to assure the consumers that the product is the same
or better in quality. Consumers

20
may suspect that a new pack means a different or inferior product so the new pack is
announce through advertisement assuring the consumers about the quality product.
For various reasons such as competition, slack season, the business houses may plan
to give special offers need to be advertised. For example, Buddha Air announcing
mileage card system offers to their regular clients traveling some sectors.
Some manufacturers advertised to sell direct while other advertise to test a medium.
The advertising objectives or reasons for advertising differ as per the advertisers'
requirement. The other objectives of advertisements can be to educate consumers, to
announce the location of stockiest, to challenge sales, to maintain sales etc.
3.5: Types of Advertising

Advertising can be divided into two broad categories (a) consumer advertising and (b)
trade advertising. Consumer advertising is the type of advertising which is directed at
the public where as trade- advertising is directed at wholesalers or distributors who
resell to the public.
Consumer advertising can be further divided into national advertising and local
advertising. National advertising is directed at consumers throughout the entire
country. This type of advertising usually aims to create awareness among the public of
a product or service, or it tries to build loyalty to a product or service. Local
advertising aims to inform public in a particular area where they can purchase a
product or service. Advertising to the public also take the form of institutional
advertising ,product advertising, image advertising, cooperative advertising or
informational advertising.
Rather than trying to sell a specific product, institutional advertising seeks to create a
favorable impression of a business or institution. It is designed solely to build prestige
and public respect. For non-profit institutions, such advertising helps support the
institution's activities i.e., by encouraging blood donations or cash contributions for
the work of an organization like the Red
Cross. However, for profit earning business instutions advertising support to promote
the product and quality for their consumers.

21
3.6: Methods of advertising

Medium is the instrument or the way through which the advertisements are put before
the public. It is the vehicle that carries the messages to the right readers, viewers,
listeners or passersby. In advertising agencies there are media planners and media
buyers who are highly experienced experts. The media owner exploits the advantages
of their media in order to sell air-time, space or sites.
One of the functions of advertising is to select medium from among the available
alternatives that will maximize the number of people reached and the frequency with
which they are reached. The advertisers must first set the target market they want to
reach and then they must decide
(a)The desired frequency of the message exposure in order to effect the change in
behavior that will affect the sales of their brand
(b)The maximum number of the people in the' target market that can be readied with
the desired frequency. The greater the frequency desired, the smaller the reach
obtainable with a given budget.
The media selection is a complicated process because not only is it necessary to
choose among major media types, such as television, radio, newspaper, but also
specific selections must be made within each general type. For instance, if magazines
are chosen, specific magazines and even issues must be selected.
Similarly, in case of radio and television, there is hot only the question of what
networks or stations, but what programs, what day or days of the week, time etc. to be
considered as well.
The classification of different mediums into different groups differs from author to
author. The eastern concept and the western concept of classification are different. For
example, author Chunawala with other four authors in their book Advertising Theory
and Practice have classified advertising media as broadcast and non-broadcast media.
Broadcast media include

22
radio and television where as the non-broadcast media include videos, cables,
network, cinemas etc. Besides these media, there is print media which includes
newspaper and magazines. These three media are called the "mass media" or
"technological media". In addition to these three media, they have explained the
outdoor media like hoarding, postures, banners, transit media etc. However, the media
can be classified as:

1) Print media
The print media also can be classified in to: (a) Newspaper, magazines
(b) Other papers
2) Electronic media
The electronic medial includes: (a) Radio
(b) Television
(c) Video
(d) Cinema
(e) Electronic signs
(f) Sky-writing
3) Direct Advertising media
The direct advertising medial is also in four types (a) Envelop enclosure
(b) Catalogue and booklets
(c) Sales letters
(d) Gift novelties

b) Television advertising

Television is one of the most powerful media in today's world. It is the latest medium
of mass communication and is now extensively used for advertisement.

The invention of television was a lengthy, collaborative process. An early milestone

was the successful transmission of an image in 1884 by German inventor Paul
Nipkow. His mechanical system, known as the rotating disk, was further developed by

23
Scottish scientist John Logie Baird, who broadcast a televised image in 1926 to an
audience at the Royal Academy of science in London. However, television becomes
popular by 1950s in America and within a decade it was spread over to European
countries, Canada, Australia and Japan. It gains popularity in Nepal much later.
"Television broadcasting in Nepal started on regular basis on 2041 B.S. (1985).
Television broadcasting services of Nepal Television (NTV) which started with
limited resources, now broadcast its program for 114 hours a week basis through its 3
studios, regional program production and broadcast center in Kohalpur (Bankke) and
Murtidanda (Ham), Nanijedanda
Bhedetar (Dhankuta), Jaleshwar (Mahotarri), Hetauda (Makwanpur), Daunne
(Nawalparasi),
Pulchowki (Lalitpur), Kakani (Nuwakot), Sarangkot (Kaski), Tansen (Palpa), Butwal
(Rupandehi), Harre (Surkhet) and 11 broadcast centers in other locations in the
kingdom. It is estimated that about 47% of the population living in 32% of area of
Nepal can watch the programs of Nepal television (NTV). Programs to increase
broadcasting capacity and extending reception area coverage are underway." (AAN
news bulletin; 2004:35)

Television as a medium of communication uses a scientific synchronization of sound,

light, motion, color etc. Because of these dominant characteristics of television,
television advertising is gaining popularity day by day .Fifteen years ago when the
Nepal Television (NTV) began its first transmission there was hardly one minute of
advertising in a two hours transmission. Today, the Nepal Television (NTV) has an
average of 16 minutes 30second of advertising per day of transmission.

merits and demerits The of television medium are as follows:-

b)1. Merits of television advertising

The main advantages of television advertisement are as follows:

1) Deep Impact

24
As television combines sight, sound and motion, advertisement through television is
most impressive and effective. Television advertisements have the capability of
affecting the eyes, ears and the feelings of the viewers. True to life presentation can be
made through television.
Availability, outlook, special features, utilities etc information of the products can be
easily demonstrated through television advertising. It appeals to the senses of viewers
and can draw their high attention.
4) Life like presentation

Advertisement through television has a dominant advantage of life like presentation

which no other medium has. Advertisement with movement, color, sound, and sight is
more appealing than that without these characteristics. As such television advertising
is the most advanced form of advertising.
5) Selective and flexibles

Television is a flexible medium as changes can be made at any time. The advertiser
can change the content of advertisements at any time. They can edit and retake their
advertisement if they are unsatisfied with the result though the process is costly. They
can also select the suitable time; channel etc. to broadcast their advertisement more
effectively. There are a wide variety of channels so the advertisers have more
alternatives to choose. They can also choose on the basis of the interest of their target
customers and the coverage of the television like local, national, international etc.

25
6) Mass communication

Television is one of the mass communication media. It has been observed that a
person normally watches television for three hours- a day. As such people come
across television advertisement more often than other form of advertisement. The
effect of television advertisement is so much that the people can't help themselves
singing the advertisement jingles or act like the actors in the advertisements. There are
varieties of programs that every viewer has something of interest. While watching the
programs, the viewers also come across the advertisements of the sponsor products.
They are regularly reminded about such products. In this way, television advertising
appeals to the mass.
5) Better distribution
Television advertising is beneficial to not only the producer but also to the
middleman. When the producer advertised their product through the most advanced
medium like television, the middlemen like wholesalers, retailers etc also get the
benefits in the form of maximization of sale and profit.

b)2. Demerits of Television Advertising

There are some limitations of television advertisement which

are as follows

1) High cost

Television is very expensive medium of advertising. Therefore, the small business unit
cannot afford television advertisement. In India, the cost of advertising through
television for only ten seconds is Rs. 45,000 to Rs.70,000. This is about 800 times
more than the cost of radio advertisement. In Nepal, the rate of advertising through
television is different for Nepali product and foreign product. In ordinary time,
television advertising for ten second cost Rs. 900 for Nepali product and Rs. 1800 for
foreign product. This rate is doubled if advertisement is to be transmitted at prime
time. (Statistics: 2045). Now, television advertising is much expensive and is
increasing.

26
7) 2) High clutter

"For a long time, television enjoyed the dominant position in media mix,-other media
were neglected. Then media researchers began to notice television's reduced
effectiveness, which was due to increased commercial clutter (advertisers beamed
shorter and more numerous commercials at the television audience, resulting in poorer
audience attention and impact.), increased "zipping and zapping" of commercials, and
lowered commercial TU viewing owing to the growth in cable TV and VCRS. Many
advertisements are broadcasted one after another in Television. Seeing too many
advertisements for different products, the prospective buyers often get confused
irritated and hence, loose interest in advertisements and switch on to another channels
for programs avoiding advertisements.

3) Short life

Advertisement in television comes at once and then gone. It is like a flash of

communication which cannot be referred back as in newspapers and magazines. As
such, the life of television advertisement is short. The frequency of television
advertisement will have to be more to have an impact on the prospective buyer and it
is so expensive.
4) Low reach

In a country like Nepal, where there is vast difference in urban and rural life style, not
all people afford to enjoy television. This is due to the fact that it is very expensive.
Rural poor people cannot afford to buy it. Moreover, in many villages of Nepal still
there is no electricity facility. So the advertisement which target audience also
includes rural people, television medium is not effective as it cannot reach to them.

27
 CHAPTER : 4
DATA ANALYSIS AND INTERPRETATION

28
Table 4.1: Table
showing gender wise
classification of
people

Gender No.of respondents Percentage

Male 32 32%

Female 68 68%

Total 100 100%

Source: primary data

Table no 4.1 shows that 32% of the people are male and 68% of the people are female

29
Figure 4.1:
Figure showing
gender wise
classification of
people
Male Female

32%

68%

30
 Table 4.2: Table showing the age of people
Age No of respondent Percentage

10-20 42 42%

21-30 27 27%

31-40 12 12%

41-50 16 16%

51-60 2 2%

61-70 1 1%

Total 100 100%

Source: primary data

Table 4.2 shows, 42% of people belongs to the first age group that is 10-20. 27% of
people belongs to the second age group 21-30.12% of people belongs to the third
age group 31-40.16% of people belongs to the fourth age group 41-50. 2% of people
belongs to the fifth age group 51-60. Only 1% of the people in sixth group.
Figure 4.2: Figure showing the age of people
No of respondent Percentage

50

37.5

25

12.5

0
10-20 21-30 31-40 41-50 51-60 61-70

31
able 4.3: Table showing kind of advertisement people prefer on television
generally

Status No of respondent Percentage

Musical 29 29%

Good wording 9 9%

Simple 20 20%

All of the above 41 41%

Nil 1 1%

Total 100 100%

Source: primary data

Table 4.3 shows 29% of the people choose musical ads, 9% of the people choose
good wording ads, 20% of the people choose simple ads, 41% of the people
choose all of the above and 1% of the people choose none

32
 Figure 4.3: Figure showing kind of advertisement people prefer on television
generally

No of respondent Percentage

50

37.5

25

12.5

0
Musical Good wording Simple All of the above Nil

33
 Table 4.4: Table shows how much people watch the television advertisement
Status No of respondent Percentage

Yes 61 61%

No 38 38%

Nil 1 1%

Total 100 100%

Source: primary data

Table 4.4 shows 61% of the respondent watch television, 38% of the respondents
did not watch television and 1% of the respondent choose none

Figure 4.4: Figure shows how much people watch the television
advertisement

No of respondent Percentage

70

52.5

35

17.5

0
Yes No Nil

34
Table 4.5: Table shows do repeatation of the advertisement attract respondents
attention
Status No of respondent Percentage

Yes 51 51%

No 47 47%

Nil 2 2%

Total 100 100%

Source: primary data

Table 4.5 shows that 51% of the respondents are attracted, 47% of the respondents
didn’t attracted and 2% of respondent choose none

35
 Figure 4.5: Figure shows do repeatation of the advertisement attract
respondents attention

No of respondent Percentage

60

45

30

15

0
Yes No Nil

36
Table 4.6: Table shows factors influencing respondents to buy products

Status No of respondent Percentage

Quality 80 80%

Price 9 9%

Skim 3 3%

Advertised 2 2%

Other 6 6%

Total 100 100%

Source: primary data

Table 4.6 shows 80% of the respondents choose quality, 9% of the respondents
choose price,3% of the respondents choose skim,2% of the respondents choose
advertised product and 6% of the respondents choose other

37
 Figure 4.6: Figure shows factor influencing respondents to buy product
No of respondent Percentage

80

60

40

20

0
Quality Price Skim Advertised Other

38
 Table 4.7: Table shows do most of the advertisement fulfill the wants of the
respondents
Status No of respondent Percentage

Yes 53 53%

No 43 43%

Nil 4 4%

Total 100 100%

Source: primary data

Table 4.7 shows 53% of the respondents got fulfilled, 43% of the respondents didn’t got
fulfilled and 4% of the respondents got none

Figure 4.7: Figure shows do most of the advertisement fulfill the wants of the
respondents

No of respondent Percentage

60

45

30

15

0
Yes No Nil

39
Table 4.8: Table shows how creative does the television advertisement to the
respondents
Status No of respondent Percentage

Very creative 27 27%

Some creative 39 39%

Undecided 14 14%

Not very creative 7 7%

Not at all creative 7 7%

Nil 6 6%

Total 100 100%

Source: primary data

Table 4.8 shows,27% respondents choose very creative,39% respondents choose some
creative,14% respondents choose undecided,7% respondents choose not very
creative,7% respondents choose not at all creative and 6% respondents choose none

Figure 4.8: Figure shows how creative does the television advertisement to the
respondents

No of respondent Percentage

40

30

20

10

0
Very creative Undecided Not at all creative

40
 Table 4.9: Table shows that television is the right media for advertising a product
Status No of respondent Percentage

Yes 74 74%

No 21 21%

Nil 5 5%

Total 100 100%

Source: primary data

Table 4.9 shows that 74% respondents agree with it, 21% of the respondents disagree
with it and 5% respondents none
Figure 4.9: Figure shows that television is the right media for advertising a product

No of respondent Percentage

80

60

40

20

0
Yes No Nil

41
Table 4.10: Table shows does the television advertisement yield any additional
charge
Status No of respondent Percentage

Yes 39 39%

No 57 57%

Nil 4 4%

Total 100 100%

Source: primary data

Table 4.10 shows, 39% of the respondents agree that television advertisement yields
additional charge,57% of the respondents disagree with it and 4% of the respondents
is none

Figure 4.10: Figure shows that does the television advertisement yield any
additional charge

No of respondent Percentage

60

45

30

15

0
Yes No Nil

42
Table 4.11: Table showing any product people
bought after getting information from
advertisement
Status No.of respondents Percentage

Yes 61 61%

No 16 16%

Cannot say 18 18%

Nil 5 5%

Total 100 100%

Source: Primary data

Table 4.11: shows that 61% of respondents choose yes,16% of the respondents
choose no,18 % of the respondents cannot say and 5% of the respondents choose

none .

43
Figure 4.11: Figure showing any product people
bought after getting information from
advertisement
No.of respondents Percentage

70

52.5

35

17.5

0
Yes No Cannot say Nil

44
Table 4.12: Table showing how much time people
spend on T.V
Status No. Of respondents Percentage

< 1hour 54 54%

1-2 hours 22 22%

4-5hours 9 9%

Total 100 100%

Source: Primary data

Table 4.12: shows that 54% of the respondents spent less than 1 hour on
T.V,22% of the respondents spent 1-2 hours on T.V and 9% of respondents
spent 5 hours on
T.V

45
Figure 4.12: Figure shows how much time people
spend on T.V
No. Of Percenta

0
< 1- 4-hour

46
Table 4.13: Table shows the face of
advertising transforming in terms
of technological and cultural
impact
Status No. Of respondents Percentage

Yes 73 73%

No 21 21%

Nil 6 6%

Total 100 100%

Source: Primary data

Table 4.13 shows that 73% of respondents think the face of the advertising is
transforming in terms of technological and cultural umpact is yes, 21%
respondents think no and 6% thinks neither yes nor no

47
Figure 4.13: Figure shows the face of
advertising transforming in terms of
technological and cultural impact
No. Of respondents Percentage

80

60

40

20

0
Ye No Nil

48
Table 4.14: Table shows how often people purchase
product which were seen in advertisement
Status No. Of respondents Percentage

Regular 16 16%

Probably 16 16%

Neutral 29 29%

Rarely 34 34%

Nil 5 5%

Total 100 100%

Source: Primary data

Table 4.14 shows that 16 % of respondents were regular in purchasing product
which were seen in advertisement,16% were probably purchasing,29 %were
neutral,34% rarely purchase and 5% of respondents does not purchase product
which were seen in advertisement
Figure 4.14: Figure shows how often people
purchase product which were seen in
advertisement
No. Of respondents Percentage

40

30

20

10

0
Regular Probably Neutral Rarely Nil

49
Table 4.15: Table shows would people try new products
shown in television advertising
Status No. Of respondents Percentage

Yes 56 56%

No 40 40%

Nil 4 4%

Total 100 100%

Source: Primary data

Table 4.15 shows that 56% of respondents would try new products shown in television
advertising,40% of respondents would not try new products and 4% of them choose
neither yes nor no

Figure 4.15: Figure shows that would people try new

products shown in television advertising
No. Of respondents Percentage

60

45

30

15

0
Yes No Nil

50
 Table 4.16: Table shows does advertisement necessary
to attract the costumer
Status No. Of respondents Percentage

Strongly disagree 10 10%

Disagree 3 3%

Neutral 35 35%

Agree 39 39%

Strongly agree 9 9%

Nil 4 4%

Total 100 100%

Source: Primary data

Table 4.16 shows that majority of the respondents agree the statement. 9% of the
respondents strongly agree,35% of respondents are neutral,9%strongly agree and 4%
agrees none of them.

Figure 4.16: Figure shows does advertisement

necessary to attract the costumer
No. Of respondents Percentsge

40

30

20

10

0
Strongly disagree Disagree Neutral Agree Strongly agree Nil

51
 Table 4.17: Table shows that how believable were the
claims made in T.V advertisement
Status No. Of respondents Percentage

Very believable 12 12%

Somewhat believable 36 36%

Undecided 23 23%

Not very believable 19 19%

Not at all believable 6 6%

Nil 4 4%

Total 100 100%

Source: Primary data

Table 4.17 shows that majority of the respondents were somewhat believable, 12%
very believable ,23%undecided,19% not very believable,6% not at all believable
and only 4% were believing none of the above.

Figure 4.17: Figure shows how believable were the

claims made in T.V advertisement
No. Of respondents Percentage

40

30

20

10

0
Very believable Undecided Not at all believable

52
 Table 4.18: Table shows that how well do
people feel the television advertisement
informed them about the product
Status No.of respondents Percentage

Very well 25 25%

Somewhat well 38 38%

Not decided 14 14%

Not very well 15 15%

Not at all 4 4%

Nil 4 4%

Total 100 100%

Source: Primary data

Table 4.18 shows that 25%of the respondents feel the television
advertisement informed people about the product very well,38%
respondents feel somewhat well,15% not very well,4% found not at
all well and 4% were found none.

53
Figure 4.18: Figure shows how well do people
feel the television advertisement informed them
about about the product
No.of respondents Percentage

40

30

20

10

0
Very well Somewhat well Not decided Not very well Not at all Nil

54
 Table 4.19:Table shows that how convincing did
people find television advertising
Status No. Of respondents Percentage

Very convincing 19 19%

Somewhat convincing 43 43%

Undecided 12 12%

Not very convincing 13 13%

Not at all convincing 9 9%

Nil 4 4%

Total 100 100%

Source: Primary data

Table 4.19 shows that 19% of the respondents find television advertising very
convincing,43% find it somewhat convincing,13% not very convincing,9% not
at all convincing and 4% found nothing.

55
Figure 4.19: Figure shows that how convincing did
people find television advertising
No. Of respondents Percentage

50

37.5

25

12.5

0
Very convincing Undecided Not at all convincing

56
 Table 4.20: Table show how memorable did people
find the television advertising
Status No.of respondents Percentage

Very memorable 23 23%

Somewhat memorable 38 38%

Undecided 18 18%

Not very memorable 11 11%

Not at all memorable 6 6%

Nil 4 4%

Total 100 100%

Source: Primary data

Table 4.20 shows that 23% of the respondents found television advertising very
memorable,38% found somewhat memorable,18%undecided,11% found not very

memorable,6% found not at all memorable and 4% found none of the above .

57
 Figure 4.20: Figure shows how memorable did
people find the television advertising
No.of respondents Percentage

40

30

20

10

0
Very memorable
Somewhat memorableUndecided Not very memorable
Not at all memorable Nil

58
 CHAPTER : 5

SUMMARY OF FINDINGS AND IMPLICATIONS

AND RECOMMENDATIONS

59
 5.1: FINDINGS

• The study is conducted to understand the effect of television advertising on

consumer behaviour . From the total 100 peoples, 32% of people are Male and
68% of the people are Female.
● Majority of the people that is 42% of the people belongs to the first age group
that is 10-20, 27% of the people belongs to second age group that is 21-30,
12% of the people belongs to third age group that is 31-40, 16% of the people
belongs to the fourth age group that is 41-50, 2% of the people belongs to fifth
age group that is 51-60, 1% of the people belongs to sixth age group.
● Study shows that 29% of the people choose musical ads, 9% of the people
choose good wording ads, 20% of the people choose simple ads,41% of the
people choose all of the above and 1% of the people choose
● Next shows that 61% of the respondent watch television, 38% of the
respondents did not watch television and 1% of the respondent choose none
● shows that 51% of the respondents are attracted, 47% of the respondents didn’t
attracted and 2% of respondent choose none
● Majority shows that 80% of the respondents choose quality, 9% of the
respondents choose price,3% of the respondents choose skim,2% of the
respondents choose advertised product and 6% of the respondents choose other
● Study shows 53% of the respondents got fulfilled, 43% of the respondents
didn’t got fulfilled and 4% of the respondents got none
● Majority shows that ,27% respondents choose very creative,39% respondents
choose some creative,14% respondents choose undecided,7% respondents choose
not very creative,7% respondents choose not at all creative and 6% respondents
choose none

60
● Majority shows that 74% respondents agree with it, 21% of the respondents
disagree with it and 5% respondents none
● Study shows, 39% of the respondents agree that television advertisement yields
additional charge,57% of the respondents disagree with it and 4% of the
respondents is none
● Study shows that 61% of respondents choose yes,16% of the respondents choose
no,18 % of the respondents cannot say and 5% of the respondents choose none
● Majority shows that 54% of the respondents spent less than 1 hour on T.V,22% of
the respondents spent 1-2 hours on T.V and 9% of respondents spent 5 hours on
T.V
● The study shows that 73% of respondents think the face of the advertising is
transforming in terms of technological and cultural umpact is yes, 21%
respondents think no and 6% thinks neither yes nor no
● Majority shows that 73% of respondents think the face of the advertising is
transforming in terms of technological and cultural umpact is yes, 21%
respondents think no and 6% thinks neither yes nor no

61
5.2: Implications
According to the findings of the analysis section it can be concluded that majority of
the people have television watching habits and out of them women are more curious
in television then men which indicates that television advertisement is more popular
advertisement than all other types of advertisement but most of them just watch the
television rather than to know any new information. In addition to this majority of the
people of different age groups as well as different educational class gender prefers to
the musical programs as compare to the other types of television ,programs which
indicate that musical programs are more popular among the people rather than other
programs. Similarly, majority of the people prefers tire product which is frequently
advertise rather than not advertise product though they are same nature's product but
most of them purchase the product due to their necessity not due the influence of
advertisement.

5.3: Recommendation
On the basis of the findings of the study, following suggestions or recommendations
are recommended;
1. The study shows that majority of respondents of different age groups and
various educational backgrounds prefer musical programs rather than other programs.
So, the producer as well as advertiser either makes their advertisement in musical
form or they should broadcast the advertisement in musical program.
2. The study shows that majority of the respondents have television watching
habits and it is more popular with women consumers. So, the advertiser and producer
should give preference to the television advertisement by focusing more to the women
advertisement. .
3. The analysis shows that the information included in advertisement are not
sufficient and majority of the respondents are willing to get the additional information
from the advertisement regarding the various aspects of the product. Thus, advertise
manufactures and producer should include sufficient information so that consumer
can be satisfied regarding the matters.
4. The Study indicates that most of the consumers prefer advertise product rather
faa not advertise product and it also indicate that advertisement attract the of the

62
consumer. Hence, all manufactures should advertise their product to expand the
market share

63
BIBLIOGRAPHY

64
Books and journals
Aaker, David, A. (1997), “Strategic Market Management”, New York: John Wiley
Agrawal, Govinda
Ram (1982), “Management and Marketing for Small Business”,
Kathmandu, M.K Publisher
Agrawal, Govinda Ram (1999), “Marketing in Nepal”, Kathmandu: M.K Publisher
Agrawal, Govinda
Ram (2002), “Dynamics of Business Environment in Nepal”,
Kathmandu: M.K Publisher
Albert, W. Frey, (1961), “Advertising”, New York: Ronald Press
Bill, Martin L, (1986), “Marketing Concepts and Strategies”, Boston: Hongton
Body, Harper W. (1972) “Marketing Management”, New York: Harcourt Brace
Caravens, David W. (1982), “Strategies Marketing”, Richard D. Irvin, Homewood
Chaudhary, R.P. (1990), “Advance Marketing”, First Edition, Varanasi: Trimurthy
Prakashan
Churchill, G.A. and J. Paul Peter, (1995), “Marketing: Creating Value for Customers”,
USA: Irvin
Cundiff, E.W. etal, (1980), “Fundamentals of Modern Marketing” New Delhi:
Prentice Hall of India
Dholakia, Nikhilesh (1978), “Marketing Management: Cases and Concept”, New
Delhi: Macmillan

Website
https://en.m.wikipedia.org
www.google.com
www.universal.com

65
APPENDIX

66
 QUESTIONNAIRE
Effects of television advertising in consumer behaviour
with special reference to kasaragod municipality

We FATHIMATH ZUHARABI,ISMAHIL FARHAN F K,

MUHAMMAD SHAMNAD H K,AZHAAR SHAIK
6th sem BBA student of Kannur University. We have undertaken project for the partial
fulfilment of our degree course. Our research topic “A STUDY ON EFFECT OF
TELEVISION ADVERTISING ON CONSUMER BEHAVIOUR WITH
SPECIAL REFERENCE TO KASARAGOD MUNICIPALITY”. As
part of our project we would like to collect some information from you that will help
us in our study.

Thanking You
FATHIMATH ZUHARABI
ISMAHIL FARHAN F K
AZHAAR SHAIK
MUHAMMAD SHAMNAD H K

Name:
1. Age:
2. Gender:

a) male

b) female

67
3. Education level:

a)illeterate

b)schooling

c)college level

d)other
4. Occupation

a)self employed

b)private employed

c)others
5. What kind of advertisement do you prefer on television generally?

Musical

Good wording

Simple

All of the above

6. What is your reaction when advertising comes from the television?
Switch off the television

Try to know what it want to say

Curious about advertising

Just watch the advertisement

7. Do you generally watch the television advertising?

Yes

No
8. Why you buy a product because of ……..

Advertisement induces to buy

Need it

68
 Both of them
9.What product do you prefer to buy?

Frequently advertised

Not advertised
10.Does repeatation of an advertisement attract your attention?

Yes

No
11. What factor influence you to buy products?

Quality

Price

Skim

Advertised
12. Does most of the advertisement fulfil the wants of people?

Yes

No
13. If there are same kind of products in the market in terms of quality and
price,which one would you buy?

Advertised

Not Advertised
14. How much time do you spend on TV?

<1 hr

1-2 hr

2-4 hr

4-6 hr

69