31 Means of Advertisement Impact on Consumer Buying Behaviour With Reference to Health Drinks in Kuppam Dr. D. Appala Raju, Lecturer in Mgmt School of Commerce and Management, Dravidian University, Kuppam, Chittoor Dr. P. Sree Devi, Lecturer in Mgmt School of Commerce and Management, Dravidian University, Kuppam, Chittoor ABSTRACT Advertising can be utilized for creating awareness and promoting one of the services or for services of all the departments. A thorough analysis is required to decide about the objectives of a particular advertising campaign. Television is the major medium of advertisements. When a firm wants to throw its point or product to the public, this is the most effective means of doing it. Secondly press ads seem to be effective among people who look for certified ads. The newspapers provide certified ads and it depends on the presentation of the ads i.e. its captions and color effects should impress the customers. Radio ads must be clear and audible. These are all means for motivating factors for influencing customer buying behaviour. Know your customers and give them what they want is the fundamental principle of marketing. Consumer behaviour refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. There are different processes involved in the consumer behaviour. Initially the consumer tries to find what commodities they would like to consume, then they select only those commodities that promise greater utility. After selecting the commodities, the consumer makes an estimate of the available money which they can spend. Lastly, the consumer analyzes the prevailing prices of commodities and takes the decision about the commodities they should consume. Meanwhile, there are various other factors influencing the purchases of consumer such as social, cultural, personal and psychological. In this paper an attempt has been made to learn customers preferences among the various modes of advertisements and to study whether the media plays any influences in changing the brands of health drinks in kuppam region. Both primary data and secondary data have been collected for the study. PRELUDE Advertising can be utilized for creating awareness and promoting one of the services or for services of all the departments. A thorough analysis is required to decide about the objectives of a particular advertising campaign. The objectives can vary from providing information, creating awareness, building brand or utilizing the services of the hospital to optimal capacity. Advertising objective has to be decided keeping in mind targeted clientele and also service to be promoted. Television is the major medium of advertisements. When a firm wants to throw its point or product to the public, this is the most effective means of doing it. Secondly press ads seem to be effective among people who look for certified ads. The newspapers provide certified ads and it depends on the presentation of the ads i.e. its captions and color effects should impress the customers. Radio ads must be clear and audible. It must be with enhanced music and sound effects as it s the only thing that reaches the public through this mode. Care should be taken to make sure that anyone listening must be able to follow the ad clearly. Next comes the hoardings. Here the size, color effects and captions play the vital role. More important are the locations where the hoardings are put up. Know your customers and give them what they want is the fundamental principle of marketing. This principle is simple in theory, but increasingly challenging to put into practice. Short of being mind reader or having a crystal ball, it s difficult for marketers to know what s on a customer s mind today, or anticipate what the customer may need or want tomorrow. Consumer behavior involves the psychological process that consumers go through in recognizing needs, finding ways to solve these needs, making purchase decisions (e.g., whether or not to purchase a product and, if so, which brand and where), interpret information, make plans, and implement these plans (e.g., by engaging in comparison shopping or actually purchasing a product). Sources of influence on the consumer. The consumer faces numerous sources of influence Often, we take cultural influences for granted, but they are significant. An American will usually not bargain with a store owner. This, however, is a common practice in much of the World. Physical factors also influence our behavior. We are more likely to buy a soft drink when we are thirsty, for example, and food manufacturers have found that it is more effective to advertise their products on the radio in the late afternoon when people are getting hungry. A person s self-image will also tend to influence
32 what he or she will buy an upwardly mobile manager may buy a flashy car to project an image of success. Social factors also influence what the consumers buy often, consumers seek to imitate others whom they admire, and may buy the same brands. The social environment can include both the mainstream culture and a subculture. Thus, sneaker manufacturers are eager to have their products worn by admired athletes. Finally, consumer behavior is influenced by learning you try a hamburger and learn that it satisfies your hunger and tastes good, and the next time you are hungry, you may consider another hamburger. OBJECTIVES OF THE STUDY To learn customers preferences among the various modes of advertisements. To know the reason for purchasing the particular brand of health drink. To study whether the media plays any influences in changing the brands of health drinks. METHODOLOGY OF THE STUDY Both primary data secondary data have been collected for the study. Primary data are collected from the 100 consumers. The sample consumers are selected using convenient random sampling method. The secondary data are collected form books, journals and websites. The percentage of samples in favour of four main modes of advertisements, namely radio advertising, television advertising, press advertising and outdoor advertising was calculated and the result was obtained. Simple correlation is used to know the relationship between the variable such as age vs mode of advertisement, income of the customer types of health drinks used by customers, media preference and reason for buying the product. DATA ANALYSIS AND INTERPRETATION The table no. 1 shows that age vs consumer preference on mode of advertisement. it is observe that consumer preference on mode of advertisement with regard to television (TV) age guoup of 30-40 years consumer prefer at 17, whereas the remaining age groups of 20-30, 40-50 and 50 and above prefer at 13 percent, 9 percent and 6 percent respectively which reveals less percentage compared to 30-40 age group. In the case of press and print media the age group of 40-50 consumers prefer at 18 percent and slightly the age group of 30-40 also prefer higher percentage of 16 percentage that is next to 40-50 age group but the remaining age groups of 20-30 and 50 and above are at very less percentage of 5 percent and 3
33 percent only. The mode of radio advertisement is also at higher preference with the age group of 30-40 and 50 and above that is similar of 4 percent but the age groups of 40-50 and 20-30 are at less percentage of 3 percent and 2 percent only. Ultimately this shows that age group of 30-40 are more conscious about advertisement and its impact on their preference. Table 1. Age Vs consumer preference on mode of advertisement Age Total TV Press & print Radio 20-30 13 5 2 20 30-40 17 16 4 37 40-50 9 18 3 30 50 & Above 6 3 4 13 45 42 13 100 Age Vs 20 15 10 5 0 20-30 30-40 40-50 50 & Above TV Press & print Radio The table no.2 is examined that higher number of consumers earning between Rs 5000-10000 that is 41 percent whereas 23 percent of the consumers are having Rs.10000-15000 as their family income, 19 percent of them are geeing upto Rs.15000-20000 and only 17 percent of the consumer are getting more than Rs 20000 per month. This it is concluded that the moderate or middle income groups are more in the studied area. Table 2. Income of Income No. of % consumers Consumers 5000-10000 41 41 10000-15000 23 23 15000-20000 19 19 Above 20000 17 17 100 100 Level of Income of 17% 5000-10000 41% 10000-15000 19% 15000-20000 23% Above 20000 With the following table is depicted that 29 percent of the consumers purchased horlicks that is highest percentage where as 25 percent of consumers purchased boost, 24 percent consumers purchased protinex and only 22 percent of consumers purchased complan. It is concluded that majority of consumers purchased horlicks due to their tests and habits.
34 Table 3. Types of Health drinks purchased by the consumers Product No. of Horlicks 29 29 Boost 25 25 Complan 22 22 Protinex 24 24 responden ts Types of health drinks purchased by consumers 24% 22% 25% Horlicks Boost Complan Protinex With the help of the table no.4 it is revealed that the highest percentage of consumers that is 42 percent and 29 percent known about the product through television and news papers. The mass media is the powerful media to the companies to create awareness about the availability of the products in the market, but the consumers were aware from other sources at 26 percent that is through interactions with their friends, relatives, colleagues etc. Now-a-days internet also has the power to create awareness among consumers. But the user of the internet sources is very marginal due to lack of technical skills. Hence it is inferred that the television and news papers are the cheapest sources of awareness about the products to consumers. Table 4. Awareness about the product Product No. of News 29 29 papers Television 42 42 Online 3 3 Others 26 26 Awareness about the products 26% 3% New s papers Television Online 42% Others The customers reasons for buying the products are discussed in the table no.5. It is observed that 34 percent of the consumers buy products due to advice of the doctors where as 29 percent of consumers buy for the sake of growth of the children and on 26 percent of consumers buy for the maintenance of good health for the family and others have less percent with 11. Hence, it is concluded that higher number of consumers follows the advice of the doctors; even they are higher income group to buy the products.
35 Table 5. Reasons for buying the products Product No. of responden ts Good health for 26 26 Family Advice of the 34 34 Doctors For Growing 29 29 Children Others 11 11 Reasons for buying the products 11% 34% 26% Good health for Family Advice of the Doctors For Grow ing Children Others SUMMARY AND CONCLUSION Press and television advertisements get highest position, because this study was taken to cover the moderate and high income groups. People belonging to such groups are well educated. They find time to read write ups and enjoy an advertisement published by the press electronic media. The television advertisements are mostly preferred by the housewives and retired people. The working youth says lack of time is the main factor influencing them in choosing the mode of advertisement and hence they can t afford to spend time watching advertisements on television. The mass media is the power full media to the companies to create the awareness about the availability of the product in the market. Now a day s internet also has the power. But the user of the internet is very marginal due to lack of awareness in the studied area. To conclude advertisements are well accepted and recognized by people depending up their effectiveness in putting across product and services in an acceptable form. Hence advertisements can be made effective by understanding what the people want and what they look forward to from a product or service. REFERENCES 1. Aradhna Krishna, Imran S. Curriuun and Robert W. Shoemaker, Consumer Perceptions of Promotional Activity. Journal of Marketing, Vol.55 (April 1991), Pp. 4-16. 2. Bearden, W.O., and Etzel, M.J. (1982), Reference group influence on product and brand purchase decisions, Journal of Consumer Research, 9: 183-94. 3. Dobni, D., and Zinkhan, G.M. (1990), In search of brand image: a foundation analysis, Pp. 110-19 in M.E. Goldberg, G. Gorn and R.W. Pollay (Eds), Advances in Consumer Research. Association for Consumer Research. Provo, UT. 4. Garvin, D.A. (1984), What does product quality really mean. Sloan Management Review. Pp: 25-43. 5. Kotler, P. (1999), Marketing Management: Analysis, Planning, Implementation and Control, 10 th ed. New Delhi: Prentice-Hall.