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Introduction

The role of advertising in determining consumer behaviour has been under the
microscope for several years. However, some of the arguments, assumptions and
policy options proposed – for example in relation recently to food advertising - are
not based on an in-depth understanding of the way advertising works with
consumers and its influence on markets. The misconceptions seem to be based on
an entirely understandable intuitive reaction: how can advertisers claim that
advertising does not increase consumption and sales and still spend so much
money on it?

OBJECTIVES OF RESEARCH

To know the awareness of the customers about the health business in the
market.

TO study how advertisement influences the customer in buying the product.

To identify the information source which influences the customer to purchase


the icici pru life insurance?

To study the factors influencing choice of icici pru life insurance.


To fulfill the objectives of the research, various techniques been used to collect the
Data. Primary data was collected through an unstructured interview with the
people and a structured questionnaire will be given to fill by the
respondents..Secondary data will be collected through various journals, periodicals
research reports and online data. The questionnaire will be based on the price,
looks, quality and on the advertisement. The respondent’s demographic profile will
be categorized on the basis of age, gender, income, education and profession. The
researcher will be focused only effect of advertisement on consumer buying
behavior, For this research, researcher will be used different tools like, sampling
size, Filling of questionnaire through people, Making proper use of excel sheet for
framing pie and Bar graph.

1) DATA SOURCES: This study is mainly based on primary data from people
living in Delhi and Ghaziabad.
2) RESEARCH APPROACH: Survey research
3) SAMPLING SIZE: 100 people.
4) RESEARCH INSTRUMENT: Structured questionnaire in English.
5) SAMPLING UNIT: Respondents visits the cell phone communication.
6) RESEARCH DESIGN: Descriptive Research

Findings

CUSTOMER PROSPECTIVE

 Awareness of the life insurance is very low.


 In the survey it was found people more believe in seeing the advertisement
in television.
 Newspaper ads of life insurance gave a positive impact on 37% of the
customer that the customer directly visit to and ask for the details.
 The advertisement not only makes the product aware but also makes it
differentiate with other product also.
 In the survey it was also found that male awareness and purchasing
preferences are more in comparison to female.

BIBLIOGRAPHY

 Consumer Behavior, ninth edition (Leon G. Schiff man, Leslie lazar Kanuk)
 Foundation of advertising (S.A chunawalla & K.C sethia)
 Colors websites(www.colors-mobile.com)
 http://www.udel.edu/alex/chapt6.html
 Marketing Management Text And Cases, S H H Kazmi
 http://en.wikipedia.org/wiki/consumer_behaviour
 http://en.wikipedia.org/wiki/buyer_decision_processes
 Ganesh, J., Arnold, M. J. and Reynolds, K. E. (2000).Understanding the
Customer
Base of Service Providers: An Examination of the Differences between
Switchers and Stayers. Journal of Marketing, 64 (3), pp. 65-87.
 Goldsmith, R. E. (2002). Some personality traits of frequent clothing buyers.
Journal of Fashion Marketing and Management, 6 (3), pp. 303-316.
 Marketing management(Philip kotler)

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