Chapter - 3 DEMOGRAPHIC PROFILE OF RESPONDENTS

Chapter - 3 DEMOGRAPHIC PROFILE OF RESPONDENTS

117 Chapter - 3 DEMOGRAPHIC PROFILE OF RESPONDENTS For marketers and consumers the advertisements play a very vital role. The study of cognitive effect of advertisements can help both the marketers and the regulating authorities. The marketers may understand in a better way as to how the advertisements may change the perceptions of the consumers. On the other hand, the regulating authorities may prevent deception against consumers with this kind of understanding. It must be understood by the marketers that supply of right quality and quantity of goods and services to consumers at reasonable prices constitutes the responsibility of an enterprise toward its customers. The enterprise must take proper precaution against adulteration, poor quality, lack of desired service and courtesy to customers thus misleading and dishonest advertising, and so on. They must also have the right of information about the product, the company and other matters having a bearing on their purchasing decision. Advertisers often rely on strong subjective and evaluative claims in order to differentiate their brands from competitors. This is especially the case when competing brands have similar performance characteristics, such as with some consumer packaged goods. Consumers are being provided with increasing amounts of decision-relevant information in their purchasing environments. Successful marketing campaigns often use branded characters that is, media characters that are associated with a company, and hence promote its brand name that appeal to children and youth. As stated above, the understanding, how consumers select and organise information, can be used to create marketing communications that have a better chance of being

118 attended to and processed. Cognition is an important subject to an advertiser and marketer dealing in non-durable products because the process is highly complex. Advertiser, therefore, needs to know in advance how consumers are likely to process and interpret a message. The differences in attitude and level of involvement for a particular product may raise so many problems with the individual characteristics that influence consumer s decision making as to non-durable goods. An advertiser generally does not have the information about the motivation, perceptual characteristics, learning patterns or attitudes of the consumers. If the advertiser has this knowledge he can formulate better marketing strategies. So in this study, the role of different means of media in influencing the purchase behaviour of the consumer has been analysed. Further, the role of advertisements in forming and preventing cognitive dissonance of the consumer has also been taken up. The relationship between advertisement and impulsive purchase decision of consumers was another vital aspect that is examined here. The parents perception about impact of advertisements on purchase behaviour of their children may play crucial role in regulating the advertisements by the authorities. How the different tools/methods of sales promotion schemes influence the purchase decisions of the consumers and lastly the impact of different media channels on consumers perception about deceptive advertisements. Data Collection The data has been collected from the state of Punjab and U.T. of Chandigarh. In the present study, Cluster sampling technique has been adopted. In the present study, the data has been selected on the basis of population. The data has been collected from

119 600 respondents (395 males and 205 females) in the areas of Punjab and U.T. of Chandigarh. From all the districts of Punjab, Ludhiana is the most populous and Barnala is the least populous district of the state. Keeping in view the nature of products taken in this study, there is no variation in respondents from whom data was to be collected. So, on the basis of population the district with highest population i.e., Ludhiana in the state of Punjab has been selected with the state capital Chandigarh. From Ludhiana district a sample of 400 respondents and from UT of Chandigarh 200 respondents have been selected. The total sample thus is 600 Respondents. For a comparative study of attitude towards the problem in hand the data has also been collected from the male and females respondents. The population of Ludhiana district and UT of Chandigarh has been divided into five strata s, i.e. East, West, North, South and Central. From each strata a sample of 80 respondents has been selected from Ludhiana district and a sample of 20 respondents has been selected from U.T. of Chandigarh. The total sample thus is 600. Table- 3.1 Demographic Factors of District Ludhiana: Distribution of Respondents STATE PUNJAB DISTRIBUTED AREA Ludhiana North West East South Central Total Male 57 48 58 49 59 271 Female 23 32 22 31 21 129

120 In Table 3.1 the distribution of respondents of district Ludhiana has been shown. The number of male respondents taken from North, West, East, South, and Central zone was 57, 48, 58, 49, and 59 respectively, and the number of female respondents from North zone 23, West zone was 32, East zone was 22 South zone was 31, and Central zone was 21. Thus the total number male and female respondents are 400. This has been shown below in the Figure 3.1. Figure 3.1 Table- 3.2 Demographic Factors of U.T. Chandigarh: Distribution of Respondents UNION TERRITORY DISTRIBUTED AREA Chandigarh North West East South Central Total Male 22 24 21 27 30 124 Female 18 16 19 13 10 76

No. of Respondents 121 In Table 3.2 the distribution of respondents of Chandigarh has been shown. The number of male respondents taken from North, West, East, South, and Central zone was 22, 24, 21, 27, and 30 respectively, and the number of female respondents from North zone 18, West zone was 16, East zone was 19 South zone was 13, and Central zone was 10. Thus the total number male and female respondents are 200. This has been shown below in the Figure 3.2. Figure 3.2 Demograhic Factors: Distribution of Respondents In Chandigarh 30 25 20 15 10 5 0 North West East South Central Distributed Area Male Female Demographic characteristics, such as age, education, monthly income and occupation are the most important factors to study. Demography refers to the vital and measurable statistics of the population. Marketers typically combine several variables to define a demographic profile. A demographic profile provides enough information

122 about the typical member of this group to create a mental picture of this hypothetical aggregate. Table- 3.3 Demographic Factors: Age of Respondents STATE AND UNION TERRITORY AGE OF RESPONDENTS 30-35 36-40 41-45 46-50 51--55 56 & Above Ludhiana 73 136 113 42 25 11 Chandigarh 45 59 46 29 14 7 Total 118 195 159 71 39 18 The next factor is age of the respondents, which is very important for the present study. The age of the Respondents can normally range between 30 to 56 years and above. This is because normally in the age of 25 to 30 people become parent and it was material for the study to analyse the perception of parents regarding role of advertisements in influencing the purchasing decisions of children. As shown in table 3.3 the total range of 30 to 56 and above years has been further divided into six class intervals by taking the class difference of 5 years each, i.e., 30-35 years, 36-40 years, 41-45 years, 46-50 years 51-55 years and 56 and above. In the first category of 30-35 years, there are total 118 respondents, (i.e. 73 respondents from Ludhiana and 45 respondents from Chandigarh), where as in the category of 36-40 years, there are total

123 195 respondents, (i.e. 142 respondents from Ludhiana and 53 respondents from Chandigarh), where as in the category of 41-45 years, there are total 159 respondents, (i.e. 113 respondents from Ludhiana and 46 respondents from Chandigarh), in the category of 46-50 years, there are total 71 respondents, (i.e. 42 respondents from Ludhiana and 29 respondents from Chandigarh), in the category of 51-55 years, there are total 39 respondents, (i.e. 19 respondents from Ludhiana and 20 respondents from Chandigarh), where as in the category of 56 and above years, there are total 18 respondents, (i.e. 11 respondents from Ludhiana and 7 respondents from Chandigarh). This distribution has been shown in Figure 3.3. Figure 3.3 In the demographic analysis education is the next factor to be discussed. The market planner as well as is constantly engaged in activities for and with the people. Education is a determinant of development. Education may result in change of purchase decision. So this factor needs a close examination.

124 Table-3.4 Demographic Factors: Education of Respondents STATE AND UNION TERRITORY EDUCATION OF RESPONDENTS Illiterate Secondary Higher Secondary Graduate Post Graduate Ludhiana 6 21 106 162 105 Chandigarh 2 14 43 97 44 Total 8 35 149 259 149 The above table 3.4 shows that amongst the respondents 6 and 2 were illiterate in the state of Punjab and Chandigarh respectively. Whereas 21 and 14 respondents had their education up to secondary in the state of Punjab and Chandigarh respectively, 106 and 43 respondents are having their education up to higher secondary in the state of Punjab, and Chandigarh respectively and 162 and 97 respondents are Graduate in the state of Punjab and Chandigarh respectively. At the end 105 and 44 respondents were Post Graduate in the state of Punjab and Chandigarh respectively. It is evident from the Figure 3.4 that the maximum numbers of respondents are Graduate.

No. of Respondents 125 Figure 3.4 Demographic Factors : Education of Respondents 180 160 140 120 100 80 60 Ludhiana Chandigarh 40 20 0 Illiterate Secondary Higher Secondary Graduate Post Graduate Education of Respondents In the demographic analysis the factor of monthly income is equally important. Table-3.5 Demographic Factors: Monthly Income of Respondents STATE AND UNION TERRITORY MONTHLY INCOME (IN RUPEES) < 10,000 10,001-25,000 25,001-50,000 50,001-1,00,000 > 1,00,000 Ludhiana 59 179 134 23 5 Chandigarh 25 111 40 22 2 Total 84 290 174 45 7

126 The above table shows that 59 and 25 respondents are having their monthly income less than Rs.10,000/- in the state of Punjab and Chandigarh respectively. Whereas 179 and 111 respondents are having their monthly income between Rs.10,001/- and Rs.25,000/- in the state of Punjab and Chandigarh respectively, 134 and 40 respondents are having their monthly income between Rs.25,001/- and Rs.50,000/- in the state of Punjab, and Chandigarh respectively and 23 and 22 respondents are having their monthly income between Rs.50,001/- and 1,00,000/- in the state of Punjab and Chandigarh respectively. At the end 5 and 2 respondents are having their monthly income more than Rs. 1,00,000/- in the state of Punjab and Chandigarh respectively It is evident from the figure 3.5 that the maximum numbers of respondents are having the income in the middle three classes. Figure 3.5 The last factor, which is important in the present study, is the occupation the respondent is involved in.

127 Table-3.6 Demographic Factors: Occupation of Respondents STATE AND UNION TERRITORY OCCUPATION OF RESPONDENTS Business men Agriculturists Service men Self Employed Unskilled/ Wage Workers House Wives Others Ludhiana 113 9 172 22 5 69 10 Chandigarh 48 5 101 14 2 26 3 Total 161 15 273 36 7 95 13 As shown in table 3.6 in this study respondents engaged in business were 113 in Ludhiana and 48 in Chandigarh. Where 9 in Ludhiana and 6 in Chandigarh were engaged in agriculture, respondents engaged in service were 172 in Ludhiana and 101 in Chandigarh. Where 22 in Ludhiana and 14 in Chandigarh were self employed. Where 5 in Ludhiana and 2 in Chandigarh were unskilled labourers, there were 69 House Wives from Ludhiana 26 from Chandigarh amongst the respondents. People engaged in other occupation from Ludhiana were 10 and from Chandigarh 3. These details have been given in Figure 3.6

No. of Respondents 128 Figure 3.6 Demographic Factors: Occupation of Respondents 180 160 140 120 100 80 60 Ludhiana Chandigarh 40 20 0 Business Agriculture Service Self Employed Unskilled Workers House Wives Others Occupation of Respondents The information provided above gives a fair picture of the demographic profile of the sample. It is quite evident that the sample is representative, as it has respondents with varying ages, income levels, Education, Occupation and family structures. This would ensure that the results of the study are indicative of people from different demographics. An insight into the demographic profile of the respondents also gives a real picture of the type of people this study has been carried on.