To determine how advertisement exposure response functions differ between established brands and market newcomers.
Submitted To Prof Sanjeev Verma Submitted By Vaibhav Singhal PGDITM 04 Roll No 16
Contents Problem Definition ........................................................................................................................................ 3 Marketing Research Problem ................................................................................................................... 3 Approach ....................................................................................................................................................... 3 Objective ................................................................................................................................................... 3 Analytical model ....................................................................................................................................... 3 Research Questions .................................................................................................................................. 3 Research Design ............................................................................................................................................ 4 Objective ................................................................................................................................................... 4 Sampling process ...................................................................................................................................... 4 Sample size................................................................................................................................................ 4 Survey technique (data Collection) ........................................................................................................... 4 Questionnaire ........................................................................................................................................... 5
Problem Definition Marketing Research Problem To determine how advertisement exposure response functions differ between established brands and market newcomers.
Approach Objective To find out how a consumer react to advertisement for products of established brands and market newcomers; how persuasive advertisement effects differently for the two types of brands.
Analytical model There are several firms selling homogenous products and some are established and some are new entrants. Thus the model emphasizes on the products which are in FMCG section and which are constantly having advertisement aired on television. This model will deal with how advertisement aired on T.V. for the products effect on the purchase and impression on the consumer. Products of FMCG sector which being aired on television for last several months will be taken into account and analyzed. This consumers are frequent T.V. watchers and do have a minimum stipulated time period devoted to T.V. on weekly basis.
Research Questions Research questions will be to highlight on; for a sample size which do watch advertisement on television, and get their response on how they react to the advertisement .
Research Design The exploratory research design is used in this market research initially to gather the details about decision maker.
Objective Analysis of the persuasive advertisement impact on consumer for both new and established products
Sampling process Sampling process will be used to choose the list of consumers to be surveyed and the target people need to fulfill the eligibility criteria.
Sample size A sample size of 50-100 respondents will be covered.
Survey technique (data Collection) The questionnaire will be sent through email to the selected sample. And randomly get it filled in person too.
Questionnaire How much interested are you in advertisement?
Least
Somewhat
Average
Good
Highly
Good
Highly
Do you like to watch repeated advertisement?
Least
Somewhat
Average
How much likely to switch over next channel, in case of advertisement?
Least
Somewhat
Average
Good
Highly
How interested would you be in trying a new product based on advertisement?
Least
Somewhat
Average
Good
Highly
How many times can you see same advertisement in a given week?
1-5
6-10
11-15
16-20
20
How many days do you feel they should remove of the same ad from telecasting?
1-15
16-30
31-44
45-60
60
Good
Highly
How do you react seeing your brand product ad on television?
Least
Somewhat
Average
Do you feel your brand product ad not being aired makes difference to you?
Least
Somewhat
Average
Good
Highly
Do you agree that a branded product should keep airing it’s ad on television?
Strongly Agree
Somewhat Agree Neither
Somewhat Disagree
Strongly Disagree
How do react to advertisement on new products?
Least
Somewhat
Average
Good
Highly
Do you get influenced by advertisement of new products and likely to buy them?
Least
Somewhat
Average
Good
Highly
How frequently you change your products based on advertisement?
Least
Somewhat
Average
Good
Highly
On buying a new product how much do you credit to the advertisement?
Least
Somewhat
Average
Good
Highly
7-8
9
7-8
9
In recent past how many new products do you have bought?
1-2
3-4
5-6
In recent past how many branded products you have dropped?
1-2
3-4
5-6
In recent past how many advertisements do you remember for new products that influenced you
1-2
3-4
5-6
7-8
9
Do you feel it’s efficient to brand your product with repetitive advertisement?
Least
Somewhat
Average
Good
Highly
Good
Highly
Do you feel a product is not good if not advertised?
Least
Somewhat
Average
How well did this advertisement catch your attention? Very Well
Somewhat Well
Undecided
Not Very Well
Not at all Well
Not Very Well
Not at all Well
How memorable did you find this advertisement? Very Well
Somewhat Well
Undecided
In general, how would you rate the quality of this advertisement compared to other ads of a similar nature? Excellent
Good
Fair
Poor
Undecided
Based on this advertisement, how likely would you be to purchase this product in the future? Very Well
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