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REGIONAL COLLEGE OF MANAGEMENT AUTONOMOUS, BBSR

A project report

ONMeasuring the Advertising Effectiveness of Lenovo laptop

and Its Effect on Consumer Buying Behavior

A PROJECT REPORT SUBMITTED TO

REGIONAL COLLEGE OF MANAGEMENT AUTONOMOUS

IN PARTIAL FULFILLMENT FOR PGDM DEGREE

Submitted By:Prata behera

Regd. no. 1001247147

UNDER THE GUIDANCE OF

Faculty guide:

Prof. Prabhuram Tripathy (Marketing)Asst. Professor, RCMA, Bhubaneswar


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ACKNOWLEDGEMENT

This project report will be helpful in analysis of perception of Customers towards

advertising of Lenovo laptop and also measure the effect on consumer buying behaviour . I

exuberantly thankful to Prof. Prabhuram Tripathy (Marketing) Asst. Professor, RCMA,Bhubaneswar who guides me and help taking right direction in field work. I further

welcome inspiration and suggestion to make it best.

At last I thanks to all respondents, whom I interviewed and who has given me their

valuable time and views regarding this topic and they has helped me to understand the

issues related to this topic.

Pratap behera

Regd. No. 1001247147


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Preface

This report is a humble attempt to sketch the advertising effectiveness of Lenovo laptop and

its effects on consumer buying behavior. This project report will be helpful in analysis of

perception of Customers towards advertising ofLenovo laptop and also measure the effect on

consumer buying behavior. I am very thankful to Prof. Prabhuram Tripathy (Marketing) Asst.Professor, RCMA, who allowed me to take my project in HUL. I invite suggestion and convection

with open heart for further incorporation and improvement of this project report.


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DECLARATION

I,pratap behera, pursuing PGDM from RegionalCollege of Management Autonomous,

Bhubaneswar, do hereby declare that this project on Measuring the Advertising

Effectiveness of Lenovo laptopand Its Effect on Consumer Buying Behavior undertaken by

me is a true work of myself and is not submitted to any other university or published at

any other time before the purpose of any degree. All data regarding is solely meant for

academic use only.

Place: pratap behera

Date: Regd. No. 1001247147


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TABLE OF CONTENTAcknowledgementsPrefaceSummary

1. Introduction Objectives

Limitations

Methodology

2. AdvertisingIntroduction

Medium of advertising

3. Company ProfileIntroduction

Products of HUL

4. Literature ReviewOverview

5. Research & Methodology Data Collection and Procedure

Sampling

Questionnaire Testing

6. Findings & Observations7. Conclusion Suggestions9. Bibliography and Appendices


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Summary

This project is mainly based on first hand observation in the market, the way customers

perceive the various advertisements and in way it effects their buying behavior.

The Study which I had done in this was about to analyze the advertising

effectiveness of Lenovo laptop and its effect on consumer buying behavior. First of all I had

to go with some past studies which are called Literature review to know the way of

completing the project or some valuable ideas regarding my studies.

After literature review, I came to know that what variable I should include in my study,

considering those variables I prepared the questionnaire to know the desired results and

checked it with one small sample i.e. 10people.

During testing the questionnaire, I came to know some points which i had to change in the

questionnaire to put off the confusion of the respondents.

Then I collected the data of 50 people using convenient sampling. Information was

collected related to the effect of advertising on consumer buying behavior with the help of a

questionnaire.

Then I summarized all the data, and test it with questionnaire on Likert Scale. I made all the

calculations with the help of EXCEL 2007.


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INTRODUCTIONObjectives of Study:The main aim of undertaking this study is to accomplish the following objective:

To study the consumer buying behavior.

To study the impact of advertising of Lenovo laptop on consumer buying behavior. Conducting a market survey and understanding the customer perception.

Analysis of customer awareness of product.

Limitations of Study:

Though the present study aimed to achieve the above-mentioned objectives infull earnest and accuracy, it was hampered due to certain limitations. Some of the

limitations of this study may be summarized as follows:

Presence of various advertising medium.

It may be possible that the same tools are being used by the different

companies.

Time was a major limiting factor and it was very tough to get the time of the

survey and other activities because of the study.

Unwillingness on the part of few respondents to disclose the information.

Getting accurate responses from the respondents due to their inherent

problems was difficult. They were partial, and refused to cooperate.


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Methodology The objective of the present study can be accomplished by conducting a systematic

market survey. Market Research is a systematic design, collection, analysis and reporting

of data and finding that are relevant to different market situation facing by the company. I

had to know the advertising effectiveness of Lenovo laptop and its effect on consumer

buying behavior. I prepared one questionnaire, which I tested with 10 people data; it also

helped me to rectify the questionnaire where some questions were confusing the

respondents.

For this synopsis, the fit with a quantitative study is better because of the need for

several different views on the questions and to decrease the factor of that different people

think differently. For quantitative, the corresponding are; structured observations,

interviews and surveys, and attitude scaling.

I used the convenience sampling method to collect the data. First of all, I interact with

them and find out 50 such customers who use the Lenovo laptop in daily life.


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ADVERTISEMENTADVERTISEMENT is a tool of marketing that disseminates information about a brand which

is aimed at a large no. of people at the same time. To reach the masses, Advertising has to

buy space or time in one or more media of mass communication such as radio, TV,

newspapers, magazines.

ROLE OF ADVERTISEMENT:The human race in constant pursuit of fulfillment. Apart from necessities of food and shelter,

one learns to desire many things, which also become indispensible over a period of time. An

average economic system caters to the needs as well as desires of its people. Advertising is

an integral part of this activity and is one of the most visible elements in providing

information about products, services and ideas. Good advertising, however as put succinctly

by someone, is not to say anything to say everything to sell something worthwhile.

Advertising is a key element in the promotional mix of marketing. It is a tool used bymarketers to reach out to the end users of products and services. Advertising is expected to

create a brand image and build brands. it is a medicated communication which entails

buying space and time in mass media,

Objective / Functions of advertisingThe purpose of advertising is nothing but to sell something -a product, a service or an idea.

The real objective of advertising is effective communication between producers and

consumers. The following are the main objectives of advertising:

1. Preparing Ground for New Product


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New product needs introduction because potential customers have never used such

product earlier and the advertisements prepare a ground for that new product.

2. Creation of DemandThe main objective of the advertisement is to create a favorable climate for maintaining of

improving sales. Customers are to be reminded about the product and the brand

4. Facing the CompetitionAnother important objective of the advertisement is to face to competition. Under

competitive conditions, advertisement helps to build up brand image and brand loyalty and

when customers have developed brand loyalty, becomes difficult for the middlemen to

change it.

5. Creating or Enhancing Goodwill:Large scale advertising is often undertaken with the objective of creating or enhancing the

goodwill of the advertising company.

Medium of Advertising Magazines: Print advertising describes advertising in a printed medium such as a

newspaper, magazine, or trade journal. This encompasses everything from media with a

very broad readership base, such as a major national newspaper or magazine, to more

narrowly targeted media such as local newspapers and trade journals on very specialized

topics

Television: The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for

commercial airtime during popular TV events..

Radio: Radio advertising is a form of advertising via the medium of radio. Radioadvertisements are broadcasted as radio waves to the air.


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Billboards: Billboards are large structures located in public places which displayadvertisements to passing pedestrians and motorists. Most often, they are located on main

roads with a large amount of passing motor and pedestrian traffic; however, they can be

placed in any location with large amounts of viewers, such as on mass transit vehicles and

in stations, in shopping malls or office buildings, and in stadiums.

Online advertising: Online advertising is a form of promotion that uses the Internetand World Wide Web for the expressed purpose of delivering marketing messages to

attract customers. Examples of online advertising include contextual ads on search engine

results pages, banner ads, Rich Media Ads, Social network advertising, online classified

advertising, advertising networks and e-mail marketing, including e-mail spam.

Lenovo laptopAbout LenovoLenovo creates and builds exceptionally engineered personal technology, but we are much more than a tech company. We are

defining a new way of doing things as a next generation global company. That means we are years ahead of the game in termsof understanding what it will take to win 5, 10 years from now.

Formed by Lenovo Groups acquisition of the former IBM Personal Computing Division, Lenovo builds on its dominant

position in China to grow globally. The expansion from East to Westsuch as by introducing our newest products in China

and then spreading across the globeis a new way of viewing the world, one we believe will be the way of the future.

That focus on the future is based on a strong history of success that is driving results today. Long the leader in China, Lenovo

is growing rapidly and winning market share in all parts of the world. This balanced growth is what has made Lenovo the

fastest growing major PC company and enabled us to consistently grow faster than the market.

Achieving optimal balance in all that we do is Lenovos operating philosophy. This mindset encompasses every aspect of

Lenovos business, from balancing leadership with consensus-building, to valuing both short- and long-term thinking. As a

result, we have created a balanced business model and strategy that take maximum advantage of profit and investment across

both core and new businesses. The result is balanced performance and market share growth across all regions, customer

segments, products and business models.

Our mission is to become one of the worlds great personal technology companies. We aspire to achieve this objective by

leading in three key areas:

Personal Computers: Lead in PCs and be respected for our product innovation and quality.

Convergence: Lead the industry with an ecosystem of devices, services, applications and content for people to

seamlessly connect to people and web content.

Culture: Become recognized as one of the best, most trusted and most well-respected companies to work for and do

business with.


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Our ValuesAt Lenovo we view our culture as a critical asset as important as an effective business model. We call our culture the Lenovo

Way, and at its most basic, that culture is reflected in the statement: We do what we say and own what we do.

Our values serve as the foundation of our company and define who we are and how we work. Principal among them are: Serving Customers

Trust and Integrity

Teamwork Across Cultures

Innovation and Entrepreneurial Spirit

Our HeritageLenovo came about as the result of the merger of two of the most storied companies in technology and business: Legend

Holdings in China and IBMs Personal Computing Division in the United States. The merger was heralded as a watershed

event in global business with the potential for integrating two disparate cultures, languages, processes and markets.

As a result, Lenovo embodies the unique market possibilities in combining the best of East and West -- joining North

American and China-based technology players in the creation of a unified global PC leader with growing market positions in

developed and emerging markets alike. With more than $16 billion in annual revenue, Lenovos market strength spans not

only market geographies but also the worlds consumer and business PC markets.

A Worldwide LeaderLenovo is one of the worlds largest makers of personal computers and makes the world's most innovative PCs, including the

renowned ThinkPad notebook as well as products carrying the ThinkCentre, ThinkStation, ThinkServer, IdeaCentre

and IdeaPad sub-brands.

Today, Lenovo is a global corporation with significant operations on six continents and operating in more than 60 countries

and selling products in 160. Everyone at Lenovo takes great pride in our ability to attract top talent from diverse backgrounds

and from around the world. We view our differences and diversity as a source of strength in building a collaborative culture

that helps us achieve our goals.

We have no world headquarters and, instead, have put in place a distributed management structure that places operational hubs

in centers of excellence around the world integrating this talented, diverse group into a cohesive Next Generation company.

Our multicultural management team is free to convene wherever and whenever it makes the most sense. Lenovo has

operations hubs in Beijing, Raleigh, NC, and Paris, a marketing hub in Bangalore, India, and major research centers in

Yokohama, Japan; Beijing, Shanghai and Shenzhen, China; and Raleigh, North Carolina.

The company employs more than 23,000 people worldwide, including 1,700 designers, scientists and engineers, representing a

broad collection of nationalities and languages but at the same time working with one unified language and vision: to build the

worlds most exceptionally engineered personal computers.

Two Roads to Creating a PC PowerhouseIn 1981, IBM launched its Personal Computing Division which literally invented personal computing with such innovations as

the first laptop computer, the precursor to the ThinkPad notebook, synonymous with innovation and quality.

In 1984, Legend Holdings was founded in China with just 11 computer scientists and $25,000 in cash, with the idea of

delivering information technology more rapidly to consumers and businesses in China.

In 2003, Legend began marketing its products under the Lenovo brand, melding the "Le" from Legend with "novo," the Latin

word for "new." It officially changed its company name from Legend to Lenovo a year later.

In 2005, Lenovo Groups acquisition of IBMs PC division essentially combined the market strength of Lenovo in China and

elsewhere in Asia among consumers with IBMs leadership position in Europe and North America among business PC users.

In 2007, Lenovo launches the IdeaPad line of consumer-branded PC products and drops the use of the IBM logo on all its

products two years ahead of schedule.

In 2008, Lenovo completed its entry into the server market with the launch of the ThinkServer portfolio, designed to

deliver a better server experience for small and medium business customers.


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Innovation: A Core ValueLenovo owns the greatest track record for innovation in the PC industry and remains committed to innovation in its products

and technology. Innovation is how Lenovo achieves competitive differentiation and drives new market opportunities, such as

mobile internet, digital home and cloud computing.Lenovos innovation strategy is based on a two -tiered approach to solving real-world customer problems:

Focus the majority of development on ideas that can be brought to market within 24 months

Invest longer term in research targeting game changing big plays

Lenovo operates seven research and development centers and more than 46 world-class labs, including major research centers

in Yokohama, Japan; Beijing, Shanghai and Shenzhen, China; and Raleigh, NC. The company employs more than 1,700

engineers, researchers and scientists and has received more than 100 major design awards. Lenovos R&D centers have

produced some of the world's most important advances in PC technology, ranging from the original "bento box" PC notebook

design in 1992 to the 2008 launch of the innovative ThinkPad X300 "Kodachi," heralded as one of the world's lightest,

thinnest and most innovative full-featured notebook PCs ever. Lenovo's commitment to innovation introduces more industry

firsts and technology that sets the bar for business users as well as consumers, including:

The LePhone smartphone that delivers fantastic style, small size and a unique interface targeting the high-growth

China mobile convergence market

The ThinkPad Edge, providing ThinkPad quality and functionality to the sophisticated small business market

The ultimate goal of Lenovo's R&D team is to improve the overall experience of PC ownership, while driving down the cost

of ownership. The company is rich in talent, with teams that have won hundreds of technology and design awardsincluding

more than 2,000 patentsand introduced many industry firsts:

TrackPointpointing device (the little red button)

ThinkPad design - one of the industrys most silent PCs

VeriFace: Lenovos face recognition technology that creates a digital map that becomes the systems password.

Dual-screen mobile workstation: combining unique design with complex engineering to meet the needs of high-

demand computing environments.

Our Commitment to Corporate Citizenship (CSR)Lenovo is committed to being a responsible and active corporate citizen, consistently working to improve its business while

contributing to the betterment of our local communities, the environment and society overall. Lenovo practices corporate

citizenship in many ways:

Product quality and safety: Lenovo is focused on the safety of our products throughout their entire lifecycle, from

manufacturing, transportation and installation to use, service and recycling or disposal.

Safe and Healthy Workplaces: Lenovo prides itself on creating a world class experience for its at facilities across the

planetfrom our headquarters and sales offices to our R&D labs to the manufacturing floor. In addition to meeting

the legal requirements of the countries in which we do business, we ensure our employees have safe equipment and

facilities; offer competitive compensation packages; and support stringent voluntary workplace safety standards.

The Highest Ethical Standards: Lenovo is committed to the highest standards of integrity and responsibility,

including respecting and protecting intellectual property. We provide guidance to every employee on a wide range of

issues concerning ethical business practices, securities trading, health and safety, and compliance with governmentregulations.

Concern for the environment: Lenovo is committed to environmental responsibility in all aspects of its business,

from product design and supplier selection to manufacturing, facilities management, transportation and logistics and

product lifecycle management, including recycling and reuse. Donating time and resources to philanthropy: Lenovo and its employees are committed to helping those less

fortunate and, when disaster strikes, to lend a helping hand to those who can no longer provide for themselves. Soon after

the devastating earthquake in Sichuan Province in May, 2008, nearly 4,000 Lenovo employees made financial


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donations for disaster relief while hundreds more lined up to donate blood. In addition,

Lenovo has committed 1% of its pre-tax income to programs and initiatives that serve

society to address issues in areas of great need, no matter where those areas or issues

happen to be.

Our Competitive SpiritLenovos thirst for excellence extends from our products to our sponsorships. The global

spotlight shone brightly on the Lenovo brand during the 2008 Olympic Games in Beijing,

where the company leveraged its role as a global partner of the International Olympic

Committee and presenting sponsor of the Olympic Torch Relay.

What's more, Lenovo demonstrated its technical strengths in delivering a flawless

performance that met the unprecedented demand of the Beijing Games. A network of

30,000 pieces of equipment, including desktop and notebook computers, touch-screen

devices and printers supported by more than 600 Lenovo engineers.

Building on the success of its sponsorships of the Beijing Olympic Games, Lenovo

performed a similar role in providing technology and support for the Shanghai World Expo

in 2010.

RESEARCH AND METHODOLOGYData Collection ProcedureCommunication, asking questions and receiving a response in person

The primary data has been analyzed with the help of five point rating scale method. In the

five points rating the employees have chosen from options such as Strongly Agree, Agree,

Neither Agree nor Disagree, Disagree, Strongly Disagree.

5 = Strongly Agree; 4 = Agree; 3 = neither Agree nor Disagree; 2 = Disagree; 1 = StronglyDisagree the ratings provided by the respondents have been converted into mean scores

and ranked accordingly. Graphs and tables have also been used for analyzing the data.


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Nature of Data1. Primary Source: Data which is collected for the first time and for a specific purpose.

So I had to prepare one questionnaire to collect the responses from 40 people all around

the City.

Sources of Data: Primary Data is collected from investors from the different locations in BBSR like:

From my friends

From college

Sampling Method

The selection of a sample from a defined target population requires the construction of a

sampling frame. The sampling frame is commonly prepared in the form of a physical list of

population elements. A well-constructed sampling frame allows the researcher to take

hold of the defined target population without the need to worry about contamination of the

listing with incorrect entries or entries which represent elements associated with the

excluded population.

Types of Sampling:

Probability sampling:

Non-probability sampling:

Type of Sampling adopted under study: Convenience samplingA sample of convenience is the terminology used to describe a sample in which elements

have been selected from the target population on the basis of their accessibility or

convenience to the researcher. Convenience samples are sometimes referred to as

accidental samples for the reason that elements may be drawn into the sample simply


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because they just happen to be situated, spatially or administratively, near to where the

researcher is conducting the data collection.

The main assumption associated with convenience sampling is that the members of the

target population are homogeneous. That is, that there would be no difference in the

research results obtained from a random sample, a nearby sample, a co-operative sample,

or a sample gathered in some inaccessible part of the population.

Variables:Variables are of two types: Dependent variables and independent variables refer to values thatchange in relationship to each other.

Dependent Variables: Independent Variables:

Dependent Variable under studyConsumer Buying Behavior

Independent Variable under studyAdvertising effectiveness tools

Newspaper

Magazine

Internet

Television

Hoardings


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Questionnaire Testing:Once the questionnaire was prepared it was filled by at least 20 clients due to whom a number of

mistakes were identified in the questionnaire.

Problems which were overcome in revised questionnaire:

Contradictory questions were eliminated so as to remove any kind of misunderstanding and

confusion in understanding the objective of taking the information.

Conditions were given so as to make a client convenient in answering the correct question

as per our requirements.

Options were changed so as to make the data analysis easy and convenient and the problem

faced by the clients in verbalizing the information to be provided can be eliminated.

Language of the questions was simplified so that clients can easily understand and answer

them appropriately. Then I collected the data of 50 people through Convenience sampling

and now I had to present this data as per the given frequency, which I had collected through

questionnaire.

FINDINGS AND OBSERVATIONS

You mostly get influenced by the positive messages shown in addsTable -1

Rating Respondent Percentages

5 50%


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4 25%

3 25%

2 0

1 0

INTERPRETATION:

Here the above chart describes that, out of the total 100 per cent 50 percent belongs to

strongly agree, only 25% belongs to agree, 25% belongs to neither agree nor disagree, 0%

belongs to DIS agree and only 0% strongly dis agree.

You mostly get influenced by the negative messages shown in ad

Table-2


5 12.5%

54

32

1

50%

25%

25%

0

0

0

1

2

3

4

5

6

1 2 3 4 5

Table -1

RespondentPercentages

Table -1 Rating


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4 12.5%

3 12.5%

2 62.5%

1 0

INTERPRETATION:

Here the above chart describes that, out of the total 100 per cent 12.5 percent belongs to

strongly agree, only 12.5% belongs to agree, 12.5% belongs to neither agree nor disagree,

62.5% belongs to DIS agree and only 0% strongly dis agree

I consider television as the most trustable media for buying Lenovo laptopTable-3


5

4

3

2

1

12.50%

12.50%

12.50%

62.50%

0

0

1

2

3

4

5

6

1 2 3 4 5

Respondent

Percentages

Rating


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5 50%

4 37.5%

3 0

2 12.5%

1 0

INTERPRETATION:


strongly agree, only 37.5% belongs to agree, 0% belongs to neither agree nor disagree,

12.5% belongs to DIS agree and only0% strongly dis agree .

I am mostly influenced by the lady celebrity in the ads for Lenovo laptopTable-4Rating Respondent Percentages

5 37.5%

0

1

2

3

4

5

6

1 2 3 4 5

54

32

1

50%

37.50%

0

12.50%

0

Respondent

PercentagesRating


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4 25%

3 25%

2 12.5%%

1 0

INTERPRETATION:



belongs to DIS agree and only 2 % strongly dis agree

Banners hoardings related to Lenovo laptop often persuades me to make a purchase

Table-5Rating Respondent Percentages

5

4

3

2

1

35.00%

27%

23%

13%

2%

0

1

2

3

4

5

6

1 2 3 4 5

Respondent

Percentages

Rating


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5 0

4 25%

3 25%

2 25%

1 25%

INTERPRETATION:



belongs to DIS agree and only 18% strongly dis agree

I am usually influenced by the ads given in magazines about Lenovo laptopTable-6

5

4

3

2

1

7%

20%

25%

30%

18%

0

1

2

3

4

5

6

1 2 3 4 5

Respondent

Percentages

Rating


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5 0

4 0

3 25%

2 25%

1 50

INTERPRETATION:



belongs to DIS agree and only 42% strongly dis agree

5

4

3

2

1

0

6%

27%

25%

42%

0

1

2

3

4

5

6

1 2 3 4 5

Respondent

Percentages

Rating


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The type of animation used in Lenovo laptop ads helps me in purchasingTable-7


5 0

4 25%

3 25%

2 37.5%

1 12.5%

INTERPRETATION:


strongly agree, only 30% belongs to agree, 20% belongs to neither agree nor disagree,

37.5% belongs to DIS agree and 12.5 % belongs to strongly dis -agree.

5

4

3

2

1

0

30%

20%

37.50%

12.50%

0

1

2

3

4

5

6

1 2 3 4 5

Respondent

PercentagesRating


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The comparative ad shown during the Lenovo laptop ads makes a good impact in buying a

productTable-8


5 37.5%

4 37.5%

3 0

2 25%

1 0

INTERPRETATION:


strongly agree, only 30% belongs to agree, 20% belongs to neither agree nor disagree,

37.5% belongs to DIS agree and 12.5 % belongs to strongly dis -agree.

5

4

3

2

1

0

30%

20%

37.50%

12.50%

0

1

2

3

4

5

6

1 2 3 4 5

Respondent

Percentages

Rating


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Window display designs of the retail outlets selling Lenovo laptop attracts me to purchase

a productTable-9


5 0

4

3 50%

2 0

1 50%

INTERPRETATION:



belongs to DIS agree and only 45%strongly dis agree .

5

4

3

2

1

5%

15%

35%

0

45%

0

1

2

3

4

5

6

1 2 3 4 5

Respondent

Percentages

Rating


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I quite often remember the ads shown on internet while making purchase especially related to

electronic products like Lenovo laptopTable-10


5 0

4 50%

3 25%

2 25%

1 0

INTERPRETATION:

54

32

1

8%

42%

25%

22%

3%

0

1

2

3

4

5

6

1 2 3 4 5

Respondent

Percentages

Rating


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strongly agree, only42% belongs to agree, 25% belongs to neither agree nor disagree, 22%

belongs to DIS agree and only 3% strongly dis agree.

CONCLUSION

As my topic is measuring the advertising effectiveness of Lenovo laptop

and its effect on consumer buying behavior.

Analyze, so after doing some calculation, I reached on this conclusion that

Positive message framing helps in influencing the buying behavior of customer.

There was a high correlation between the advertisement shown on television

and the consumer buying behavior.

So we can say that those people who see Lenovo laptop advertisement on

television has more effect on consumer buying behavior and will most

probably buy that product.


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BIBLIOGRAPHYJournals Referred

Journals of Marketing

Books

Business Research method by C.R KOTHARI

Marketing Management

Websites

www.lenovo.com

Moneycontrol.com

google.com


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QUESTIONNARIE DESIGN ON ADVERTISEMENT OF SURF EXCEL

Respected Sir/ Madam,

I Sri pratap behera doing survey on Lenovo laptop This questionnaire

design is prepared for the partial fulfilment of PGDM degrees in Regional College of

management autonomous. Information will kept full confidential and will be used

only for the project analysis. Your cooperation will be highly obliged.

PERSONAL DETAILS

Name :Age :

Occupation :

Address :E-mail :

QUESTIONNARIES

Scoring Key:

5 Strongly Agree 4 Agree3 Neither Agree nor Disagree 2 Disagree1 Strongly DisagreeQ1.Which media gets your attention?


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a) News papers

b) Radio

c) Televisiond) Word of mouth

Q2.Have you seen the advertisement of the surf excel made by the company?

a) Yes

b) No

c) Dont say

Q3. How does an advertisement affect you?

a) Positive impression

b) Interest

c) Recall

d) Desire to purchase/explore

Q4.Do you think that advertisement made by the surf excel company informs you about their

Product and brand image of the company?

d) Yes

e) No

f) Dont say

Q5.Do you think this advertisement plays a major role in setting a washing powder?

a)STRONGLY AGREEb) AGREE

c) STRONGLY DISAGREE

d) DONTKNOW

Q6.Does the picture of a famous personality in the TV advertisement make you think that?a) The product is of high quality

b) It must be expensive

c) The company must be big

d) The brand is facing intense competition

e) It does not affect you

Q7.How would you rating the quality of this advertisement among the other advertisements? (1st,

2nd, 3rd, 4th)

a) Excellentb) Good


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c) Averaged) Poor

Q8.Are you aware of tagline 'DAAG ACHCHE HAIN in the advertisement of surf excel?

a) Yes

b) No

c) Dont say

Q9.Are you think that THE tagline 'DAAG ACHCHE HAINof surf excel effects the

customers mind perception?

a) Yesb) No

c) some what

d) Dont say

Q10.Do you think the company is doing right Choice by involving the children without

any celebrities in their advertisement of surf excel?

a) Yes

b) No

c) Dont say

Q11.what features create in your mind by seeing surf excel children advertisement?

Q12.Would you think this advertisement can promote their product in the target

market?

a) Yes

b) No

c) some what

d) well

e) Dont say

Q13.is there any modification required in this advertise of surf excel?

a) Yes

b) No
http://www.mouthshut.com/product-reviews/Surf-Excel-Daag-achche-hain-commercial-reviews-925052055http://www.mouthshut.com/product-reviews/Surf-Excel-Daag-achche-hain-commercial-reviews-925052055http://www.mouthshut.com/product-reviews/Surf-Excel-Daag-achche-hain-commercial-reviews-925052055http://www.mouthshut.com/product-reviews/Surf-Excel-Daag-achche-hain-commercial-reviews-925052055http://www.mouthshut.com/product-reviews/Surf-Excel-Daag-achche-hain-commercial-reviews-925052055http://www.mouthshut.com/product-reviews/Surf-Excel-Daag-achche-hain-commercial-reviews-925052055http://www.mouthshut.com/product-reviews/Surf-Excel-Daag-achche-hain-commercial-reviews-925052055http://www.mouthshut.com/product-reviews/Surf-Excel-Daag-achche-hain-commercial-reviews-925052055


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c) Dont say

Q14.can this advertisement change the customer mind perception those who are not

using this product?

a) STRONGLY AGREE

b) AGREE


d) DONTKNOW

Q15.Do you think that the company tries to change the life style, high standard of

performance of employees and consumer behavior of the society?

a) Yes

b) No

c) some what

d) Dont say

Q16.Are you recommended others to use this product?

a) STRONGLY AGREE

b) AGREE


d) DONTKNOW

Name :prafulla ku. panda

Regd no: 1001247099


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