INTERNATIONAL JOURNAL OF MANAGEMENT RESEARCH AND REVIEW

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1 INTERNATIONAL JOURNAL OF MANAGEMENT RESEARCH AND REVIEW A STUDY ON IMPACT OF ADVERTISEMENT ON HEALTHCARE PRODUCTS WITH REFERENCE TO SUGAR FREE NATURA J. Lilly* 1, C.Kavitha 2 1 Asst. Prof, Department of Commerce and Computer Applications, PSGR Krishnammal College for Women (Autonomous), Coimbatore (A.P), India. 2 Research Scholar, Department of Commerce, PSGR Krishnammal College for Women ABSTRACT (Autonomous), Coimbatore (A.P), India. Indian healthcare industries include systems like Ayurveda and homeopathy which are increasingly gaining prominence overseas. For almost all the business there is a need for advertising in the modern world. Earlier it was used as communication media but today the advertising is used as a source of influencing the consumers and it is more applied to healthcare products. In India there is a tremendous prospect with a huge talent pool and the rise of biotechnology and bioinformatics. Advertisements are playing a major role even in healthcare products, which creates an awareness as well as impact in the minds of the consumers. The present research study has been designed in such a way to analyse the impact of advertisements for healthcare product with reference to sugar free natura. The study has been undertaken in Coimbatore city to study the respondent s level of satisfaction towards healthcare product advertisement in the various media and to critically evaluate the respondent s level of influence of healthcare product advertisements. The sample size of the study is 150 respondents and convenient sampling is adopted. INTRODUCTION Indian healthcare industries include systems like Ayurveda and Homeopathy which are increasingly gaining prominence overseas. Another major area for investment in India is the research industry of the health care. In India there is a tremendous prospect with a huge talent pool and the rise of biotechnology and bioinformatics. At the beginning, Indian healthcare products were alone playing a monopoly role, but due to the globalisation effect 1991 in Indian industry, the foreign companies have started entering the Indian market. Multinational Corporation are taking over various Indian companies and acquiring some of their popular brands, even by paying healthy sum. The present research study has been designed in such a way to analyse the impact of advertisements for healthcare product with reference to sugar free natura. In the area of globalization, the existence for healthcare product market has been gradually increased all over the world. Similarly the consumer for healthcare product has also been increased based on the existence of numerous brands for healthcare product in the market. *Corresponding Author 367

2 Now-a-days the healthcare product manufactures are always having a stiff competition in the field of market. So it is necessary to know the impact for healthcare product advertisements among the consumers hence, this present study has designed with a view to analyse the respondents impact over the sugar free natura healthcare product advertisements. STATEMENT OF THE PROBLEM Every marketing activity aims at creating product awareness and desire among the consumer. This can be done through two broad classifications of advertisement media viz. Print and Electronic media. These two media can be widely used to advertise the several types of products however the healthcare product are considered as one of the fast moving consumer goods. Hence, it necessitates for studying about how their healthcare product advertisement holds an impact. So the present research problem has been formulated on the selected media like web, television, newspaper, journal, magazines and hoardings. OBJECTIVES OF THE STUDY To study the respondents level of satisfaction in the various media for sugar free natura healthcare product advertisement To critically evaluate the respondents level of influence of sugar free natura healthcare product advertisements in the various media. METHODOLOGY Data Collection: Primary data has been used in this study. Sample Size: The data for this study were collected from the sample size of 150 respondents. Sampling Design: The study was conducted based on the convenient method of sampling. Area of the Study: The study was conducted at Coimbatore city. Period of the Study: The present study was undertaken during the period of Statistical Tools: The collected data were analyzed by using an appropriate statistical tools and techniques. The following tools were applied Percentage Analysis Chi square test Weighted average scoring LIMITATION OF THE STUDY Since the present study covers only the Coimbatore city the results may not be applicable to the whole universe. The collected data for the present study was confined with responses of 150 respondents. Hence the results may not be an accurate one. ANALYSIS & INTERPRETATION The following table gives the basic characteristics of the respondents Copyright 2012 Published by IJMRR. All rights reserved 368

3 Table 1: General Profile of the Respondents Personal factor Classification No. of respondents Percentage Age Below 25 yrs Between yrs Between yrs Above 45 yrs Gender Male Female Educational Qualification Illiterate Upto 12 th std Graduation Others Occupational Status Private Employee Govt employee Professional Others Marital status Single Married Size of family Nuclear Joint family Monthly Income Below Rs Rs.5000 Rs Rs.7000 Rs Above Rs From the table it is clear that majority of the respondents i.e., 53.33% belong to the age group of between 35 to 45 yrs and 73.33% of the respondents are females. 66% of the respondents are graduates, 45.33% of the respondents are government employees and 54.67% of the respondents are married % of the respondents are residing in nuclear family and 34.67% of the respondents have a monthly income of above Rs.10,000. Table 2: Influence of Advertisement over the Purchase Decision of the Respondents Influence of advertisement for purchasing decision No.of respondents Yes No Percentage From the above table it is clear that 86% of the respondents are influenced by the advertisement which decides their purchasing decision and 14% of the respondents are not influenced by the advertisement which decides their purchasing decision. Copyright 2012 Published by IJMRR. All rights reserved 369

4 Table 3: Respondents level of satisfaction towards Sugar free natura over the various media Particular Classification No.of respondents Percentage Web advertisement Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied Television Highly satisfied Satisfied Neutral Dissatisfied 0 0 Highly dissatisfied Newspaper Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied 0 0 Journal &Magazine Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied Hoardings Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied 0 0 The above table shows that majority of the respondents i.e., 56%of the respondents have been satisfied with web advertisement, 67% of the respondents have been satisfied with the advertisement in journal and magazines, 49.33% of the respondents have been satisfied with the advertisement in newspapers, 48% of the respondents have been satisfied with hoardings advertisement and 80% of the respondents have been highly satisfied with television media of advertisement of healthcare products. Chi square test has been applied to find the significant relationship between the personal factors and influence of advertisement choice of healthcare products. Table 4: Chi - Square Values for Respondents Relationship between Personal Factor and Influence of Advertisement over of Healthcare Products Factor Calculate value Table value Result Age Not significant Gender Not significant Educational qualification Not significant Occupational status Not significant Marital status Not significant Size of family Significant* Monthly income Not significant *Significant at 5% level of significance Copyright 2012 Published by IJMRR. All rights reserved 370

5 With regard to personal factors, at 5% level of significant there is significant relationship between size of family and influence of advertisement over the healthcare products. But with other personal factors like age, gender, educational qualification, occupational status, marital status & monthly income there exists no significant relationship. Chi square test has been applied to find the significant relationship between the personal factors and level of influence of advertisement of healthcare products. Table 5: Chi - Square Value for Relationship between Personal Factors and Level of Influence Factor Calculate value Table value Result Age Not significant Gender Not significant Educational Not significant qualification Occupational Not significant status Marital status Not significant Size of family Significant* Monthly income Not significant *Significant at 5% level of significance With regard to personal factors, at 5% level of significant there is significant relationship between size of family and level of satisfaction. But with other personal factors like age, gender, educational qualification, occupational status, marital status & monthly income there exists no significant relationship. Weighted Average Score analysis has been applied to measure the level of satisfaction of the respondents regarding the advertisement of Sugar free Natura. Table 6: Weighted average score analysis, Respondent s Level of Satisfaction regarding advertisement of Sugar Free Natura Media advertisement Level of satisfaction respondents score Mean HS S N DS HDS Web advertisement Television News papers Journals and magazines Hoardings Based on the mean values it is understood that with the mean score of 4.76, the television media is considered to be the best and it gives the highest satisfaction among the respondents taken for the study, it is followed by newspaper advertisement with the mean score of Following them Journal and magazines and web advertisement have been in the next places with 3.88 and 3.52 as mean scores and Hoardings advertisement with 3.30 has been placed at last among the respondents who were taken for the study. Copyright 2012 Published by IJMRR. All rights reserved 371

6 Thus, it could be inferred that television media of advertisement gives highest level of satisfaction Table 7: Level of influence of advertisement of the healthcare products Healthcare products Level of influence respondents Score Mean HI I N SWI NAI Acti life Sugar freenatura Boost Horlicks Bournvita Complan Source: Primary data The above table indicates that majority of the surveyed respondents with highest mean of 4.64 opine that they are highly influenced with the sugar free natura advertisement, followed by Horlicks and Bournvita advertisements with the mean scores of 3.66 and 3.50 respectively. Following them Boost gives the next highest influence to the respondents with mean value of Complan is in the next place with 3.20 as mean score and Acti life with mean score of 3.11 gives least level of influence among the respondents taken for the study. Thus, inferred that majority of the surveyed respondents are highly influenced with the sugar free natura advertisement. SUGGESTIONS The quality of the products should to be maintained. The price of the healthcare products can be reduced. Offers can be given frequently. More importance can be given to customer care service. Slogans should be developed in a catchy manner and it should be informative. Advertisement should create awareness. More dealership or agency can be permitted across the country. CONCLUSION For almost all the business there is a need for advertising in the modern world. Earlier it was used as communication media but today the advertising is used as a source of influencing the consumers and is more applied to healthcare products. The study reveals that among the several media considered for the impact of healthcare product advertisement most of the respondents strongly opined that the impact of healthcare product advertisement is mostly possible through television media. REFERENCES Priyasahai. Going for the numbers, advertising and marketing. March 1999; 15: 30. Copyright 2012 Published by IJMRR. All rights reserved 372

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